The Wisconsin Center District (WCD) has named Doug Johnson as Vice President of Entertainment and Sports, effective April 16, 2018. The WCD owns and operates the Miller High Life Theatre, UW-Milwaukee Panther Arena, and Wisconsin Center.
Johnson’s hire comes just weeks after the WCD announced the start of new President and CEO, Marty Brooks. Brooks has been tasked by the WCD Board to increase both utilization and profitability of all properties, especially the Miller High Life Theatre.
“A building as beautiful and versatile as the Miller High Life Theatre cannot go underutilized,” Brooks said. “It seemed to me that we needed the right person with the right relationships to book the space. I created this new position and we were lucky to find that person just down the road. The future of entertainment for the WCD is very exciting.”
With more than 25 years of consistent and progressive entertainment management, agent, and promoter relationships, Johnson will influence the future of entertainment and non-traditional sports programming across WCD properties.
“The WCD facilities and administrative staff are in a great position to take entertainment to the next level for the people of Wisconsin,” Johnson 
said. “I am really excited to bring local, regional, and national promoters into the superb properties of the Wisconsin Center District.”
Most recently Johnson has been the Senior Director of Arena Entertainment for the BMO Harris Bradley Center. While there, Johnson positively influenced the routing of significant shows and productions, bringing them into the Milwaukee market.
“The way to increase utilization is to increase meaningful relationships,” he said.
Prior to his tenure at the BMO Harris Bradley Center, Johnson spent nearly two decades as Senior Entertainment Director for Milwaukee World Festival, Inc., better known as Summerfest. While there he influenced all facets of the global festival, including operations, marketing and communications, logistics, hospitality, security, and production.
