WHAT?
Confronted with the economic realities of the sports and entertainment business, the Bradley Center board for the first time is looking for a naming-rights deal for the nearly 20-year-old facility.
Bradley Center officials said the decision to explore new sponsorships, including the potential for a new name, was not taken lightly. The Bradley Center, first opened in October 1988, was a $90 million gift from Jane Bradley Pettit in honor of her father, Harry Lynde Bradley. For most Milwaukeeans, the center is the embodiment of Pettit's philanthropy in the community.
Sensitive to such history, Steve Costello, president and CEO of the Bradley Center, said the building would continue to honor the late philanthropist and her father in a meaningful and respectful way.
"We need to continue to generate additional revenue, but most important, we must preserve Mrs. Pettit's gift and fulfill her dream of a building that is the jewel of the community and a generator of economic development," said Michael F. Hart, a member of the Bradley Center board and the leader of a task force that studied sponsorship ideas.
"Absent anyone plunking down $350 million for a new facility, which is unlikely, we need to change with the economic times. As a board and a staff, we have the responsibility to do all we can to ensure the next two decades are as successful as the last two."
For the millions of people who have watched a Milwaukee Bucks, Milwaukee Admirals or Marquette Golden Eagles game, attended a rock concert, a corporate event, a wrestling match or a rodeo, the news that the Bradley Center could be called something else will be jarring.
Fran Croak, a longtime spokesman for the Pettit family, declined to comment other than to say the family had been kept informed of developments.
The board announced it had retained the Bonham Group, a nationally known sports marketing company based in suburban Denver that has brokered 12 naming-rights deals. Rob Vogel, president and chief operating officer of the company, said Thursday that his company knew the history of the Bradley Center well and would conduct a national and international search for a company that will respect the legacy of Pettit's gift.
"Bonham understands that our objective as a board is to continue to ensure that Mrs. Pettit's generosity lives on in a prominent and respectful way," Hart said.
To say that news of selling the Bradley Center's NAME is jarring is an understatement.
I've been troubled by the way sports announcers on local TV stations refer to the Bradley Center as the B.C.
It's a relatively recent development and drives me nuts. Every time I hear it, I think, 'Would it kill you to say Bradley Center?' It's just two more syllables.
When I heard this morning that the Bradley Center's name may go to the highest bidder, I wondered how Jane Pettit's family felt about it.
This morning, Steve Costello, president of the Bradley Center, was interviewed by Charlie Sykes on 620WTMJ. It was clear that, at least at this point, the family is not pleased. They aren't on board with the idea.
I can understand why.
I think it's a real slap in the face to them.
Maybe our great Senator Herb Kohl could fork over some money to help out. As owner of the Milwaukee Bucks, has he personally profited from Jane Pettit's $90 million gift to Milwaukee? I think he's made a few bucks.
Here's a thought--
The Bradley Center board should appeal to China. Surely, they can find 20 million Yi fans to chip in a dollar, or 40 million to donate 50 cents.
In any case, I think it's terribly inappropriate to sell the name of a facility that was specifically intended to be a gift to the community in honor of Jane Bradley Pettit's father.
As far as I know, the late Jane Pettit didn't build the Bradley Center to honor her dad for just twenty years.
How does the board plan to "continue to ensure that Mrs. Pettit's generosity lives on in a prominent and respectful way"?
Exactly what is the plan?
I can't imagine anything being "prominent and respectful" enough.
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Bradley Center News Release
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