La Crosse Center

What La Crosse Center does

La Crosse Center is a municipally owned convention and entertainment facility operated by the City of La Crosse Recreation and Parks Department in downtown La Crosse, Wisconsin. Originally built in 1980 and expanded through a $42 million project completed in 2021, the venue encompasses roughly 165,000 square feet of flexible meeting and event space, including an arena seating up to 8,000, two ballrooms (South Hall Ballroom and Riverside Ballroom), the newer North Hall, ten dedicated boardrooms, an outdoor Riverside Terrace, and the Pearl Patio overlooking the Mississippi River. It serves four primary use-case segments: corporate and organization events (conventions, meetings, conferences, trade shows), wedding and social events (full-service packages), entertainment and sports events (concerts, bull riding, dance competitions, monster trucks, NCAA wrestling), and consumer trade shows.

The facility generates revenue through four streams: ticketed event sales (processed primarily via Ticketmaster plus an on-site box office), one-time venue rental fees (handled through the TripleSeat event request system and a dedicated in-house sales team covering conventions, weddings, and sporting events), professional services revenue from in-house Harborview Catering (a Bon Appétit-branded F&B operation), and advertising/sponsorship revenue from corporate partners. The go-to-market motion is sales-led for enterprise rentals (direct sales team with dedicated convention, wedding, and arena coordinators) and event-driven for consumer attendance (signature recurring events such as the Holiday Fair, in operation since 1964, plus newer owned events including Riverfront Revolt and the Winter Roots Festival). Marketing channels span the corporate website, an E-News Insider email newsletter, Facebook event pages, cross-promotion with Explore La Crosse tourism, and Ticketmaster for ticket distribution. Parking is handled via the ParkMobile app across three connected ramps.

The underlying technology stack is conventional for the venue industry and includes no proprietary platforms, AI/ML capabilities, or differentiated software assets. Operational integrations are limited to Ticketmaster (ticketing), ParkMobile (parking payment), TripleSeat (event booking), and Canva (marketing collateral). Leadership is headed by Director Jay Odegaard and Deputy Director Jared Flick, with functional leads across business management, sales and marketing, F&B, operations, and the box office. The company is not a venture-backed or publicly traded entity; its operations are funded through event revenues, sponsorships, and city budget allocations as a government-owned facility.

Name

La Crosse Center

Legal name

La Crosse Center

Website

https://lacrossecenter.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

251–500 employees

Short description

La Crosse Center is a municipally owned convention and entertainment facility in downtown La Crosse, Wisconsin, offering 165,000 sq ft of flexible event space including an 8,000-seat arena, ballrooms, and meeting rooms. It serves corporate conventions, weddings, trade shows, concerts, and sporting events through rentals, ticketing, catering, and sponsorship.

Ownership category

akta.pro rank

Product category

Convention and Entertainment Venue Services

NAICS

Arts, Entertainment, and Recreation (71), Convention and Trade Show Organizers (56192)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA)

akta.pro secondary industries

Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE), Conference & Convention Center Catering (THAHAKAB), VIP, Hospitality & Premium Experiences (MPAGAAAK)

Keywords

• Convention venue rental
• Event hosting services
• Trade show facilities
• Wedding reception venue
• Arena entertainment events

Headquarters

HQ city

La Crosse

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Ticket Sales: Revenue from ticketed events including concerts, sports, and family entertainment. Tickets sold through Ticketmaster online and box office. Box office open Monday-Friday 11am-4pm, opens 2 hours before events.
2. Venue Rental: Rental of flexible meeting and event spaces including South Hall Ballroom (6,000 sq ft), Arena (21,000 sq ft, seating 8,000), Riverside Ballroom (11,000 sq ft), North Hall (15,079 sq ft), Riverside Terrace (3,300 sq ft), Pearl Patio (2,279 sq ft), and various meeting rooms. Rental forms and event request system in place.
3. Catering Services: In-house Harborview Catering providing food and beverage services for events. Premium Service Manager Jay Breier oversees catering operations. Food outlets situated throughout the Center for exhibitors and attendees.
4. Sponsorship: Corporate sponsorship opportunities including presenting rights, category exclusivity, strategic branding, video marketing on lobby loop and concourse, audience engagement displays, preferred product branding, concert series naming rights, and hospitality/VIP experiences.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

La Crosse Center is a multi-purpose convention and entertainment venue in downtown La Crosse, Wisconsin, providing rentable event spaces (Arena, ballrooms, meeting rooms, terrace) totaling over 165,000 square feet. The center serves corporate meetings, trade shows, weddings, sporting events, and concerts with integrated services including in-house catering (Harborview Catering), event planning, Audio/Visual equipment rental, and ticketed entertainment. Revenue is generated through facility rental, ticket sales (via Ticketmaster), catering commissions, and corporate sponsorships.

Product overview

La Crosse Center is a premier meeting and entertainment destination offering a unified portfolio of venue spaces and event services. The core offering comprises diverse venue spaces (South Hall Ballroom, South Hall A & B, Arena, Riverside Ballroom, North Hall, Riverside Meeting Rooms, Riverside Terrace, and Pearl Patio) totaling over 165,000 square feet of flexible event space. These spaces are complemented by integrated service offerings including full-service catering (Harborview Catering with Bon Appétit), event planning and request services, trade show services, and wedding packages. The center also produces signature events including Holiday Fair & More, Winter Roots Festival, Riverfront Revolt, and Trivia on the Terrace. Ticketing is handled through Ticketmaster integration. The venue serves multiple market segments: corporate meetings and conventions, trade shows, sporting and arena events, and social events including weddings.

Differentiator

Problem solved

Functional benefit

Brands

• Harborview Catering: In-house catering service operated by the La Crosse Center for events and conventions.

Products and services

• South Hall Ballroom 6,000 sq ft ballroom on second level of South Hall with Mississippi River views, sub-dividing into 3 smaller rooms. Used for wedding receptions, meetings, and banquets.
• South Hall A & B South Hall A offers 24,000 sq ft exhibit and meeting space with 30 ft ceilings; South Hall B provides 12,000 sq ft with 24 ft ceilings dividing into 4 break-out rooms.
• Arena 21,000 sq ft open floor space with 45 ft ceilings, seating up to 8,000, featuring Valure Curtain Package, 3 dressing rooms, and 2 locker rooms. Opens to North Hall for combined ~40,000 sq ft.
• Riverside Ballroom 11,000 sq ft ballroom on the fourth level with wood-paneled ceiling accents and panoramic Mississippi River views; accommodates up to 660 guests for sit-down meals with room for dance floor and staging.
• North Hall 15,079 sq ft elegant space with 21 ft ceilings opened in 2021 as part of a $42 million expansion, dividing into four smaller break-out and meeting rooms.
• Riverside Meeting Rooms A-D 4,458 sq ft meeting rooms on fourth level with sound-deadening air walls, dividable into 4 separate rooms or combinable into 2 larger rooms.
• Riverside Meeting Rooms E-G 3,090 sq ft meeting rooms on fifth level equipped with current technology for breakouts, meetings, receptions, and socials.
• Riverside Terrace 3,300 sq ft terrace overlooking the Mississippi River, suitable for ceremonies, gala receptions, and lavish banquets.
• Pearl Patio 2,279 sq ft outdoor space tucked between Historic Downtown and the Mississippi River.
• Trade Show Services Over 75,000 sq ft of flexible trade show and event space with in-house trade show decorating services for consumer trade shows, craft fairs, and exhibitions.
• Catering Services (Harborview Catering) Full-service in-house catering team (Harborview Catering / Bon Appétit brand) providing food and beverage services for corporate meetings, trade shows, and social functions at the La Crosse Center.
• Meetings & Conventions Convention and meeting hosting service accommodating up to 6,000 attendees across 165,000 sq ft of flexible meeting and event space for companies and organizations of all sizes.
• Sporting & Arena Events Nearly 75,000 sq ft of open event space for sporting events and expos with multiple sectioned floor configurations and built-in concessions for concerts, indoor sports, and family entertainment.
• Wedding Services Full-service wedding packages including venue, planner, caterer, cocktails and bartenders, audio/visual equipment, and table skirting across multiple venue options (Riverside Ballroom, South Ballroom, South Hall, North Hall, Riverside Terrace).
• Event Request & Planning Professional event planning and rental request service providing 120,000+ sq ft of multi-purpose space including arena seating up to 8,000, two ballrooms, ten boardrooms, and terrace, with Audio/Visual equipment rental.
• Sponsorship Opportunities Customized corporate sponsorship offerings including presenting rights, category exclusivity, strategic branding, video marketing on lobby loop and concourse, audience engagement displays, preferred product branding, concert series naming rights, and VIP experiences.
• Holiday Fair & More Annual craft show held since 1964 featuring local artisans, door prizes, Santa Claus appearances, and holiday-themed entertainment.
• Winter Roots Festival Festival celebrating Wisconsin Favorites featuring regional music, cuisine, craft beer, and spirits, hosted at Riverside Ballroom with proceeds supporting Hunger Task Force of La Crosse and La Crosse Special Olympics.
• Riverfront Revolt 2-day live music festival featuring electric vibes with multiple ticket options including Jam Deck, Stage Front, GA Floor, and level seating.
• La Crosse Sports Show Annual consumer trade show hosted by Shamrock Productions featuring outdoor sports equipment and related exhibits.

Quantifiable outcome

• Able to host up to 6,000 convention attendees
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• TicketmastercoreChannel Partner/ Reseller/ DistributorTicketmaster is the primary authorized ticketing agent outside of the La Crosse Center Box Office. Provides 24/7 online ticket purchasing platform with bar code scanning for ticket admissions. Only authorized secondary market partner is TicketExchange for verified fan-to-fan transactions.
• City of La CrossecoreStrategic or Co-development PartnerThe La Crosse Center is operated by the City of La Crosse Recreation and Parks Department. Jared Flick serves as Deputy Director - Recreation and La Crosse Center. Director Jay Odegaard reports to city government. The center receives city funding and operates as a municipal facility.
• Harborview CateringcoreImplementation/ SI/ Consulting PartnerIn-house catering service operated by the La Crosse Center providing food and beverage services for events. Contact includes Premium Service Manager Jay Breier, Assistant F&B Supervisor Ben Tremain, and Caden Reed.
• Shamrock ProductionsminorChannel Partner/ Reseller/ DistributorLocal family-owned business that produces the annual La Crosse Sports Show (January 11-14, 2027) at the La Crosse Center. Located at 21170 Eaton Ave. Suite D, Farmington, MN 55024.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• CHI Health Center Omaha: Larger Omaha convention center and arena complex operated as part of a broader venue-management portfolio; offers overlapping convention and concert capabilities at a bigger scale than La Crosse Center.
• ASM Global: The world's largest venue-management company operating hundreds of convention centers, arenas, and theaters globally — represents the broader operating model that a municipal venue could be benchmarked against.

Direct peers

• Minneapolis Convention Center: Major Midwest convention and exhibition facility operating in the same regional draw radius as La Crosse Center; competes for conventions and trade shows across the Upper Midwest market.
• Alliant Energy PowerHouse: Cedar Rapids, IA multipurpose arena hosting concerts, family shows, and conventions — comparable as a Midwest mid-market arena/venue competing for touring talent.
• Mayo Civic Center: Rochester, MN convention and event venue hosting concerts, conventions, and trade shows in a similar-size Midwestern market — directly comparable in scale, use cases, and operating model.
• Resch Center: Green Bay, WI multi-purpose arena hosting concerts, family shows, and sporting events — direct comparable on arena configuration, regional Midwest catchments, and touring-act focus.
• Wisconsin Center: Milwaukee's primary convention and exposition complex hosts conventions, trade shows, and meetings in Wisconsin — directly comparable to La Crosse Center's MICE business, though at a larger metropolitan scale.
• Duluth Entertainment Convention Center (DECC): Minnesota-based convention and entertainment complex on Lake Superior offering arena, meeting space, and trade show capacity — a direct regional comparable in geography, scale, and use case mix.

Others

• Bon Appétit Management Company: Catering partner brand under which La Crosse Center's Harborview Catering operates; provides the F&B operating framework for in-house venue catering comparable to La Crosse Center's service.

Regional players

• Kohl Center: Madison, WI arena primarily used for University of Wisconsin athletics but also concerts and events; competing for the same regional audience and touring acts in Wisconsin.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/lacrossecenter
• Facebookfacebook.com/LaCrosseCenter
• LinkedInlinkedin.com/company/la-crosse-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about La Crosse Center