The U.S. Cellular Arena is a major (8,910 permanent seats - 12,700 capacity) sports and entertainment venue, built in 1950. With no obstructed-view seats, the Arena's configuration puts every patron close to the action; it enjoys a reputation as highly conducive to spectator fervor. It has hosted college and professional basketball, hockey, circuses, concerts, motorsports, banquets, ceremonies and assemblies.

$10.5 million in renovations to the U.S. Cellular Arena were completed in 1998. These include a new video scoreboard, totally-refurbished seats, improved access for people with disabilities, wider concourses, improved concession stands, new floors and finishes, new catwalks, better lighting and improved HVAC - an all-around superior environment for both patron and show needs. In 2000, ice-making ability was restored, and bold new outdoor lighting, signage and electronic messaging systems were added. More recently, we completed construction of a new, outdoor, public promenade alongside the building - the Wisconsin Athletic Walk of Fame. A new basketball floor was acquired in late 2001.

The U.S. Cellular Arena has an extraordinarily strong ceiling that can support the heaviest shows on the road and is "ready to rig" any conceivable arrangement of lights, speakers, banners, props or other equipment. The building is technologically up-to-date and equipped for the needs of television and other electronic media. It has ample light for television and is equipped to support high volume power requirements, satellite links, and telephone and data transmission lines.