At an on-site media event Wednesday featuring multiple speakers and a bunch of clear plastic chairs that looked straight out of Star Trek, the name and naming sponsor of that new concert venue being built at 1051 N. Vel R. Phillips Ave. next to Fiserv Forum was finally revealed. It’s going to be called Landmark Credit Union Live. Though everyone will probably call it Landmark Live? Either way, it’s not to be confused with Landmark Lanes on the East Side.
“It seem like we have another landmark here in Milwaukee, another landmark in the city!” said Mayor Cavalier Johnson, referring to Landmark Credit Union Live and not, presumably, Landmark Lanes on the East Side.
“Landmark Credit Union Live will be a place where people gather together, connect and create lasting memories,” said Jina Amaro, senior vice president of marketing for Landmark Credit Union. “We are excited to be the naming rights partner of this venue and to show our continued commitment and support to the communities we serve across Wisconsin. This is another opportunity to strengthen our engagement in a new, meaningful way for many years to come.”
The 4,500-capacity, single-stage venue is scheduled to open in February 2026. Landmark Lanes has been open since 1927.
“We’re building on Milwaukee’s musical legacy with a venue that cements the city as a must-play stop on the touring map,” said FPC Live CEO Joel Plant. “Landmark Credit Union Live will offer a modern, mid-sized setting tailored to today’s top acts. We look forward to welcoming fans next February and adding new energy to Deer District’s entertainment scene.”
It was way back in December 2021 that Madison-based Frank Productions (which is 51% owned by Live Nation) and its sister company FPC Live announced plans to build a concert venue in Milwaukee. At first, it was going to be located near the Summerfest grounds. A series of contentious public meetings followed, and in May 2022 it was announced that the venue would be built next to Fiserv Forum instead (on the site of the old Bradley Center). The scope of the project has changed, too, as it was originally planned to be a two-room venue.
Wednesday’s event also featured a peek at the venue’s scenic balcony. Hey look! There’s Turner Hall!
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