“We have to stay current. If Milwaukee wants to remain an NBA city, it has to find a way to generate more revenue.” – Evan Zeppos, spokesman for the Bradley Center

A ticket surcharge is one possibility for the Bradley Center to help bring additional revenue to the NBA’s third oldest arena.

This news comes on the heels of a tentative two-year deal that will keep the Milwaukee Bucks in the city through the 2007-’08 season but leaves the future uncertain.

“We have to stay current,” said Evan Zeppos, spokesman for the Bradley Center. “If Milwaukee wants to remain an NBA city, it has to find a way to generate more revenue.”

According to insidehoops.com, the average NBA salary has gone up $2.6 million since 1995, and salary caps have more than doubled.

The Bradley Center has already undergone some renovation, but Zeppos said more needs to be done.

One such upgrade he named was the new 360-degree color message board that is located below the terrace seating. Another modification Zeppos said was the addition and expansion of the Courtside Club, which offers array of specialty food and drinks served at your seat. Club Cambria is the latest attraction to improve the Bradley Center experience that can serve 150 to 170 fans with food and drinks, he said.

Besides renovations to the arena’s interior, Zeppos said they have a couple other options to consider. The Bradley Center owns land just north of the arena that could be sold or developed; there is open office space in the center where the Admirals office was before moving across the street; or a new parking structure could be built.

He also said surcharges are another option.

“That is still on the table,” Zeppos said.

There haven’t been any formal discussions with the team and its landlord on surcharges, said Charlie Larson, director of Communications for the Admirals.

Larson said he felt surcharges would not help attendance but that their ticket prices are low enough to handle it. The Admirals’ highest ticket prices are $19 while Bucks courtside seats can be $195 or more.

While Bradley Center officials do not know where they will get the additional revenue, the one thing they do know is “we don’t want to go to the government,” Zeppos said. “The building was put up by the private sector, and we are going to see if we can extend that spirit.”

The Bucks are also involved in the process that ultimately decides that fate of where the team will play in the future.

“The Bucks have been in constant dialogue with Bradley Center officials to continue to address ways and means of keeping the Bucks game slash Bradley Center experience at a high level,” said John F. Steinmiller, vice president of Business Operation in an e-mail. “We will continue exploring new opportunities and generating revenues to support those opportunities.”

The arena plays host to around 200 events a year, with the majority of those being sporting events. The Bradley Center is the current home of the Bucks, Admirals and Marquette University men’s basketball program.

The Bucks have over 40 home games a year, which is followed by 40 home games for the Admirals, and Marquette using the arena for 21 games.

The center also hosts other events, including musical concerts such as the Rolling Stones, Bruce Springsteen, Tim McGraw and Faith Hill, and is a regular stop for the WWE wrestlers.

In order for the Bradley Center to remain competitive and maintain all entertainment veues, Zeppos said, “You have to spend money to make money.”

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