Veterans Memorial Coliseum, once known as Dane County Coliseum, is about to enter a new era. The concert promoter FPC Live / Live Nation has proposed investing $100 million to transform the aging arena into a modern entertainment destination that would attract tourists and drive economic activity.
On the City Cast Madison podcast today, host Bianca Martin talks with Nick Pjevach, chair of the Madison Arts Commission, who says the county should be cautious before entering into a public-private partnership over the Coliseum.
But how did we get here? Here’s a look back at how the Coliseum got started, some of the biggest names to play on its stages, and what comes next.
A Fair Start
The Coliseum’s history dates back to 1895, when the county and the Agriculture Society purchased 250 acres of land to be home to the Dane County Fair. Over the ensuing decades, roads, parking lots, and other services were added to the site, and the Dane County Expo Center (renamed the Alliant Energy Center) opened in 1951.
But it wasn’t until 1967 that the Coliseum itself was built, becoming the home for UW men’s hockey, the World Dairy Expo, and Zor Shrine Circus. The Coliseum had a reputation for being the loudest college hockey arena in the country, and reportedly it was the place where the “sieve” chant (taunting an opposing goalie who lets a puck into the net) was started.
Elvis Has Entered the Building
Local concert promoters Herb and Sylvia Frank, who had been managing local theaters like the Capitol Theater and the Majestic Theatre, contracted with the county to run the Coliseum box office.
What was originally known as Madison Ticket Agency grew into Frank Productions, and the Franks brought big-name acts to Madison, including Elvis Presley, Johnny Cash, Frank Sinatra, Bruce Springsteen, and more. (Frank Productions evolved to become FPC Live, so the renovation would in some ways bring the Coliseum full circle.)
The shows led to some historic moments in Madison music history. In 1977, on the way to his hotel before playing at the Coliseum, Presley reportedly witnessed a fight at a local gas station. He jumped out of his limousine and posed in a karate stance. A plaque commemorates the incident.
Frank became close friends with several of the performers he worked with, especially Cash. In a Coliseum show in 1982, Cash tricked Frank into coming on stage and then tied him to a chair as a prank.
Showing Its Age
By 1992, the arena had welcomed an estimated 16 million visitors inside its doors. Big shows that played there during its second 25 years include Bob Dylan, Metallica, Green Day, and the Beastie Boys.
But when the Kohl Center opened on the UW-Madison campus in 1998, its updated facilities and larger capacity proved to be more attractive for many touring acts. In 2025, the county said the arena needed $150 million in renovations, including upgraded seating and the addition of luxury suites, a new ceiling that could support heavier rigging, the ability to offer more concession options, and more backstage amenities for touring bands and opposing sports teams.
Facing that hefty price tag, the county announced last year that it was looking for a private partner with someone who could take over operations or have exclusive booking rights in exchange for paying for the renovations. FPC Live was the only company who made an offer.
