Seal of Dane County County of Dane
County Executive's Office

Alliant Energy Center’s Veterans Memorial Coliseum To Be Upgraded

May 11, 2018
Stephanie Miller 608-267-8823
County Executive

Today Dane County Executive Parisi announced improvements at the Veterans Memorial Coliseum at the Alliant Energy Center that will make the center more efficient and profitable for shows by upgrading the lighting system and installing a new fall protection and rigging system. These improvements will bring more concerts and events to the venue.


“This is just the latest step in reinvigorating the Coliseum to be a world class destination,” said Dane county Executive Joe Parisi. “The Alliant Energy Center continues to have record breaking years and see more visitors every year, I am proud of the improvements we have made.”


New catwalk platforms will be installed around the perimeter of the North End roof structure allowing easy access to the roof trusses that also serve as pick points for rigging speakers, lights, trusses, motors and all the equipment that make a concerts a great experience. Miron Construction will begin construction of the $1.1 million dollar project in late April with expected completion by mid-June.


“These improvements will make it more cost effective for promoters to bring concerts here and increase the number of events and concerts,” said Mark Clarke AEC Executive Director.


In addition, all three visitor concourses have been upgraded to high efficient LED lights. This improvement will be very beneficial to the attendees and will  increase energy savings. The performance area in the bowl of the Coliseum will see all new high efficient sport lighting. Using the NCAA guidelines, the Coliseum will now be able to host any televised event with high quality and reduced costs.


AEC has partnered with global management company SMG to help bring quality performers back to the Coliseum. This partnership gives the AEC a whole new network of expertise to tap into and to bring new events.


Strategic Improvements


Just last year the bathrooms were renovated at the Coliseum to improve customer experience. Additionally, carpeting was replaced and the facility was painted in 2016 and improved the visual appeal.


In 2016 the Coliseum upgraded their loading dock system to make shows more efficient and profitable. The new loading docks allow more shows and were a recommendation from locally based, national renowned concert promoters Frank Productions.


Increasing Revenues


In 2017 the AEC campus saw an increase from 2016 in the amount of booked events. 2017 was the highest revenue year since the 2008 recession.


Shows are booked solid this summer at the New Holland Pavilions which were completed in 2014 and won two prestigious construction awards “In Business” magazine’s Best Large Project and “Daily Reporter’s” Top Projects.


In 2017 the Alliant Energy Center hosted the CrossFit games for the first year of a 3 year contract. The national show brought in thousands of participants and spectators from all over the country and was a nationally televised event that took over the campus.

Back to Press Releases