Live Nation-backed FPC Live strikes a deal to bring concerts to Milwaukee Symphony Orchestra's Bradley Symphony Center

As FPC Live continues to pursue a two-venue concert complex in the Deer District, the music promoter is planning to bring shows to another new Milwaukee venue.

The Live Nation-backed, Madison-based promoter announced Friday morning that it had a non-exclusive deal with the Milwaukee Symphony Orchestra to bring concerts to the symphony's Bradley Symphony Center. Opened as the Warner Grand Theatre movie palace in 1931, the theater was restored for $90 million as the MSO's new home and opened to the public last year.

In a statement, FPC Live co-president Charlie Goldstone praised the hall as "an acoustical marvel with unmatched backstage amenities for a venue of this size. Artists are absolutely going to love it here."

“We couldn’t be more excited to bring shows to this stunning world-class theatre,” FPC Live co-president Scott Leslie said in a statement. “We believe in promoting shows in venues of all scopes and sizes in every city in which we operate, and this announcement highlights our continuing investment into the Milwaukee concert scene.”

“The Milwaukee Symphony Orchestra is excited to partner with FPC Live as we continue to deliver on our promise to the Milwaukee community to activate the Bradley Symphony Center as a venue for additional live entertainment offerings," Mark Niehaus, president and executive director of the Milwaukee Symphony Orchestra, said in a statement. "We look forward to providing an exceptional experience to all visitors."

The deal is effective immediately, with show announcements to come. No further details were revealed about the arrangement. Beyond MSO programming, the venue has hosted a few concerts promoted by Milwaukee's Pabst Theater Group, including performances by Tori Amos and comedian Hannah Gadsby.

Now, with the new deal, FPC Live will theoretically be competing with the Pabst Theater Group's 1,300-seat Pabst Theater and 2,500-seat Riverisde Theater for tours positioned for theaters in Milwaukee.

Tori Amos performs at the Bradley Symphony Center in Milwaukee on May 29, 2022.
Tori Amos performs at the Bradley Symphony Center in Milwaukee on May 29, 2022.

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FPC Live and Pabst Theater Group are both pursuing new venues in town scheduled to open in 2024, pending city permissions. The latter has aligned with the Rave, Shank Hall and Cactus Club behind an effort, Save MKE's Music Scene, to try to derail FPC Live's plans.

On Monday, critics behind the movement engaged in a nearly four-hour debate at a Milwaukee Plan Commission meeting, where FPC Live was petitioning for a necessary zoning change for its proposed $50 million complex, which would include a 4,000-capacity venue and 800-capacity venue that combined would host about 135 events a year. It would take up about 1.6 acres of the Bradley Center site, land owned by the Milwaukee Bucks. 

It scored a victory by thin margins, with a 3-to-2 vote from commissioners for the recommendation. It will next be reviewed by the Common Council's Zoning, Neighborhoods and Development Committee, followed by a Common Council vote, which will also need to approve a liquor license for the complex.

Critics have argued that FPC Live, with support from Live Nation, would take concerts away and ultimately jeopardize business for local promoters and venues. Live Nation, by far the world's largest concert promoter, would be expected to route its club and theater tours through FPC Live's building should it open. Live Nation purchased a majority stake in FPC Live's parent company, Madison-based Frank Productions, in 2018.

In addition to the new MSO deal, FPC Live is the preferred promoter partner for Milwaukee World Festival's American Family Insurance Amphitheater and BMO Harris Pavilion, outside of Summerfest. It's also the promoter for most of the concerts at Fiserv Forum, and promoted the state's largest concert by attendance this year, a Motley Crue and Def Leppard show this summer at American Family Field. 

At Monday's Plan Commission meeting, Frank Productions CEO Joel Plant alleged that they have been prohibited from routing shows through other Milwaukee venues in recent months, following news of their plans to build their own venue. 

The Pabst Theater Group also plans to build its own 3,500-person-capacity venue in the Iron District, a proposed development centered around an 8,000-seat soccer stadium planned for downtown's west side. AEG, the concert industry's second-largest promoter player, will reportedly partner with the Pabst on the new venue, the Milwaukee Business Journal has reported. AEG representatives have not returned requests for confirmation by the Journal Sentinel, and Pabst CEO Gary Witt declined comment.

The Pabst this year has already expanded its venue portfolio, adding the Wisconsin Center District's Miller High Life Theatre to its roster this spring, which includes the Pabst Theater, Riverside Theater, Turner Hall Ballroom and Back Room at Colectivo Coffee.

This rendering depicts the interior of a proposed ballroom-style music venue that would be part of the Iron District, and operated by the Pabst Theater Group and a promoter to be announced. The 3,500-capacity venue would largely be general admission with some VIP seating.
This rendering depicts the interior of a proposed ballroom-style music venue that would be part of the Iron District, and operated by the Pabst Theater Group and a promoter to be announced. The 3,500-capacity venue would largely be general admission with some VIP seating.

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Contact Piet at (414) 223-5162 or plevy@journalsentinel.com. Follow him on Twitter at @pietlevy or Facebook at facebook.com/PietLevyMJS.

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This article originally appeared on Milwaukee Journal Sentinel: FPC Live makes deal for concerts at Milwaukee Symphony Orchestra venue