Dane County Releases RFP for Veterans Memorial Coliseum Revitalization Program, Pursues Public-Private Partnership

September 23, 2025
execmedia@danecounty.gov, 608-800-1127
County Executive, Alliant Energy Center

MADISON – Dane County Executive Melissa Agard announced today the release of a Request for Proposals (RFP) to renovate the historic Veterans Memorial Coliseum at the Alliant Energy Center campus. The County is seeking proposals from qualified firms to reimagine and modernize the Coliseum through a public-private partnership, with proposals due by November 21, 2025. More information on the RFP, including submission requirements, is available on Dane County’s procurement website HERE.

“Veterans Memorial Coliseum has been a centerpiece of our community for more than 55 years, welcoming everything from concerts and sporting events to graduations and community gatherings,” said County Executive Agard. “Now is the time to ensure this iconic venue can meet the needs of the next generation. By pursuing a public-private partnership, Dane County is looking to leverage innovation and investment that will keep the Coliseum a vibrant and sustainable community asset for decades to come.”

Agard continued: “The Coliseum renovation will be the catalyst for improving the entire Alliant Energy Center campus. This is one of the most exciting projects to come to our community in years, and it will spark new opportunities for growth, connection, and pride across Dane County.”

To guide this process, Dane County has partnered with CAA ICON, an industry leader in entertainment facility development and strategic consulting. CAA ICON brings extensive experience in guiding the development, design, and construction, high-profile venues, including project management of Fiserv Forum and adjacent development in Milwaukee’s Deer District, which has become a nationally recognized hub for sports, entertainment, and community activity. CAA ICON’s Strategic Advisory group provides consulting services to public and private clients across a broad range of areas, including market and financial feasibility analysis; economic impact analysis; project finance; valuation; negotiations; transaction due diligence; politics; and strategic planning.

The RFP calls for creative and flexible proposals that address the renovation of the Coliseum while ensuring it continues to serve as a regional anchor for events and economic activity. Interested firms are invited to submit their proposals to Dane County by November 21, 2025.

“CAA ICON’s expertise, paired with Dane County’s commitment to collaboration and community benefit, will ensure this project attracts strong proposals from the nation’s most capable development teams,” Alliant Energy Center Executive Director Kevin Scheibler said. “This is an opportunity to both honor the legacy of Veterans Memorial Coliseum and build for its future.”

The Veterans Memorial Coliseum, dedicated in 1967, has hosted countless events that have shaped Dane County’s cultural, civic, and recreational life. This renovation effort represents a major step in the broader redevelopment vision for the Alliant Energy Center campus.