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In the mid-1990s, the Metropolitan Milwaukee Association of Commerce launched an ambitious and costly campaign to show doubters that the Milwaukee Brewers were important to the local economy and the region's national image.

The group guaranteed that it would sell $6.15 million worth of tickets, lobbied the state to provide funding for what later became Miller Park, and lent the Brewers at least $14 million.

Last week, a small group of influential business leaders and the MMAC began talking in earnest about a more modest campaign to provide support for the Bradley Center and its biggest and most important tenant, the Milwaukee Bucks.

At this stage, any formal campaign in behalf of the Bradley Center is months away, according to Timothy Sheehy, MMAC's president. For now, the group is in the process of finding ways to encourage MMAC members to look for sponsorship opportunities at the Bradley Center or buying tickets or suites at Bucks' games.

The nascent campaign - with a target of $2.2 million in sponsorship, ticket or suite sales - has the support of both the Bradley Center and the Bucks.

"This is an ongoing discussion which is focused on closing the gap between what the Bradley Center is operating with now and what they need to be viable," Sheehy said in an interview last week. "Right now this amounts to looking at the BC and recognizing that it needs a greater level of support from the community."

Revenue challenges

Opened in 1988, the Bradley Center was built through the generosity of Jane Bradley Pettit in memory of her father, Harry Lynde Bradley. That single act of philanthropy, however, created a problem as the arena aged. There is no public tax support for the facility and the arena's ability to generate new revenue becomes more challenging each year.

The most recent fiscal report, released last December, stated that the Bradley Center had operating revenue of $14.8 million for the year ending June 30, 2010. Most troubling is the Bradley Center's plant fund - money set aside for improvements. It was at a minuscule $2.1 million then, and hasn't budged since, Bradley Center officials say.

In general, the Bucks account for 40% of the annual gross revenue at the Bradley Center.

For years, Bradley Center officials have said that they face a long-term challenge of finding ways to generate additional revenue to meet ongoing maintenance and operational needs. Sheehy says he hopes something can be done about that.

"How many years can you say finances are the same or worse?" Sheehy said. "That's the basis for the discussion in the community."

Marc Marotta, chairman of the Bradley Center board of directors, said he welcomed the help. The Bradley Center, he says, annually brings in 1.5 million to 1.6 million people a year and stands as a cultural and sports institution alongside other prominent attractions.

"We're pleased the MMAC recognizes the challenges we face at the Bradley Center," Marotta said. "They have stepped up to be a part of the solution by having their members look at sponsorship opportunities, tickets and suites."

Ted Kellner, a member of the Bradley Center board of directors, remembers well how the MMAC helped the Brewers before Miller Park was built.

"The MMAC did it for the Milwaukee Brewers, and look at where the Brewers are today," he said. "The same thing can happen to the Bucks."

'Determined effort'

Kellner said a goal of $2.2 million is not a large amount. "Will it go beyond that? I don't know that," he said.

Marotta said that, even without the MMAC's assistance, the Bradley Center is working to develop new revenue streams on the operations and maintenance side.

"This is clearly a determined effort by MMAC's leadership," he said. "We want to work to extend the life of the building until we can give the community a chance to decide on a new building."

Bucks Vice President Ron Walter said Friday that the MMAC's move primarily was directed toward the Bradley Center. "It's all part of an ongoing effort that we support," he said.

The prospect of a new arena has been discussed for years, but even the Bradley Center's most dedicated supporters know that public tax support for a new arena, especially in the current political climate, is dead on arrival.

In the meantime, there is another aspect of the MMAC's effort that will prove important down the road. With optimism growing that negotiators for the National Basketball Association owners and its players will reach an agreement soon, there is also talk of a new and improved revenue sharing plan so that small-market clubs like the Bucks can compete better with the deeper pockets of the Los Angeles Lakers and the New York Knicks.

Sheehy said the MMAC's efforts also are intended to show the NBA that Milwaukee's business community supports the Bucks. A similar situation occurred in Sacramento when businesses pledged $10 million in corporate sponsorships to the Kings for the upcoming season, assuming there is one. That commitment was intended to show the NBA that Sacramento not only supported the team, but was willing to talk about a new arena.

That commitment convinced Commissioner David Stern that the Kings could stay in Sacramento at least one more year.