From
the beginning, critics sniped that spending $42 million in taxpayer
dollars for the “Milwaukee Theater” would be a colossal waste of
money. Critics argued that
Milwaukee
already had enough entertainment venues (The Marcus Center, the Pabst
Theater, the
Riverside
) and predicted that the new theater – the brainchild of Milwaukee
Center District Board Chairman Frank Gimbel -- would be a
costly, duplicative white elephant.
They had no
idea.
A quick look at the Milwaukee Theater’s 2008 schedule reveals a vast
wasteland of empty seats and darkened houses, a boondoggle of
astounding proportions, even by
Milwaukee
’s free-spending standards. (We are, after all, the home of the
multi-billion dollar Deep Tunnel.)
In
May, the Theater is scheduled to host Garrison Keillor and a
production of “Evita.” In June, it has a single entertainment
booking -- “Raven Symone’s Pajama Party Concert,” but that has
been postponed indefinitely. But
after that concert, the taxpayer-funded Theater has nothing on the
schedule for the next six months. Nothing. (“Celtic Thunder” is
scheduled to perform on December 16, the one and only performance
booked for the remainder of the year.)
From May 1, through the end of 2008, the theater is booked for
commercial entertainment events on just five nights. (The US Cellular
Arena, which is also part of the
Wisconsin
Center
, is booked for only a single event in the second half of the year.)
All of this is right across the street from
Milwaukee
’s premiere sports arena, the
Bradley
Center
. With the collapse of the ill-conceived plans to sell the naming
rights, attention is already shifting to alternatives, including
merging the private
Bradley
Center
with the Center District.
But the track record suggests that more radical surgery may be needed.
The
Bradley
Center
was a gift from philanthropist Jane Bradley Pettit; it receives no tax
dollars. In contrast, the Wisconsin Center District Board has control
over hotel room, rental car, and food and beverage taxes. The
autonomous, under-the-the radar body is an unelected body, with
appointees from the mayor, common council president, county executive
and governor. In reality, it often seems to function as a personal
fiefdom of Gimbel, its politically-wired chairman.
In the past, the district has resisted efforts to merge with the
Bradley
Center
and has pursued its own agenda, at times aggressively. In 2001, Gimbel
and the board ignored the
Bradley
Center
’s tentative plans to build its own privately-funded theater venue
and pushed ahead with their own costly public-funded theater. The move
effectively killed any prospect that the
Bradley
Center
would be able to add the venue or enhance its revenue.
Even so, Gimbel and the
Wisconsin
center plunged ahead with the Milwaukee Theater, even swallowing $10
million in cost overruns.
Since its opening, Gimbel and the board have been anxious to
portray the Theater in the best possible light, despite its apparent
inability to book enough acts to keep its lights on for more than a
small fraction of the year.
Last year, the Milwaukee Business Journal reported that Gimbel was
claiming a 12.7 percent increase in attendance for 2006. But, the
paper reported, “the record year was driven more by meetings than
performing arts and entertainment shows.” In an apparent effort to
mask declining attendance, the district was counting meetings of local
businesses that had previously been held across the street in the
Midwest
Airlines
Center
ballroom.
This year, the district is filling seats with a variety of graduation
events from local colleges and high schools.
But that is hardly enough to mask the extent of the boondoggle: at a
time when the privately-funded
Bradley
Center
is apparently in need of an upgrade, taxpayers have already squandered
tens of millions of dollars on a near-empty venue across the street.
Until the legislature and/or local leaders step in to dismantle the
dysfunctional fiefdoms that created this fiasco, the Milwaukee Theater
will continue to be a monument both to the peril of taxation without
representation and the cost of failed leadership.