Shaping a new vision for the Alliant Energy Center Campus

The Alliant Energy Center (AEC) is undergoing a long-term master planning and redevelopment process. The AEC campus is the region’s premier, multi-venue expo, convention and event destination, providing a place for major events that attract visitors from across the country and around the world. The project is part of a broad effort to transform the property into a catalyst for economic development by attracting more visitors, creating a destination district, and providing new opportunities for the adjacent neighborhoods in south Madison.  


The draft Alliant Energy Center Campus Master Plan has been released!

The draft Alliant Energy Center Campus was released November 9, 2018. The plans calls for private redevelopment on the campus, campus facility expansion and renovation, an improved network of open spaces, transportation improvements, stormwater improvements, and parking improvements. 

The Wisconsin State Journal stated that, "the master plan for the Alliant Energy Center would transform the campus with hundreds of millions of dollars in new, private development — including hotels, restaurants, office space and housing — along with public spending on modifications to existing facilities." 

To view the draft plan please click the following link: Draft Alliant Energy Center Campus Master  

DRAFT AEC Campus Master Plan



About the Master Planning Process

A multi-year, phased effort. Development on the campus will take place in multi-year phases—each phase overseen by the AEC Comprehensive Master Plan Oversight Committee which includes representatives of Dane County, the city of Madison, the tourism industry and local business leaders. 


In early 2017, the Committee led completion of a detailed market and economic impact analysis prepared by Hunden Strategic Partners that identified market areas for additional growth and recommended several potential campus improvements, which will be used to guide the more detailed campus master plan.


In the fall of 2017, the Committee adopted a long-range vision and implementation framework. Led by Madison-based Vandewalle & Associates in their continuing role providing overall project management services to the Committee, the visioning process found strong community and business support for improvements to the AEC and put a major focus on improving connections between the AEC, surrounding businesses, Lake Monona and the downtown. The effort included input sessions with potential redevelopment site owners, local businesses, city and county officials and neighborhood residents. Feedback was also obtained via POLCO online polling, at Brat Fest, and at other public events.

Phase 3 / MASTER PLANNING PROCESSAEC planning timeline

Perkins & Will is the award-winning, international firm selected to prepare the comprehensive master plan for the 164-acre campus and all its facilities including the Veterans Memorial Coliseum, Exposition Hall, New Holland Pavilions and Willow Island. The planning process will include opportunities for stakeholder and public input and is expected to be completed by the end of the year. 


Over the coming months, the Committee will be working to identify those improvements to be undertaken in the short term along with potential funding strategies. The master plan will include a long-range, multi-year phasing schedule.




About this website

This website contains documents and information that have been developed over the past ten years regarding the planning and future options for the Alliant Energy Center. Building from these past efforts, the County Board created the Comprehensive Master Plan Oversight Committee in 2016 to prepare a formal long-term plan for improvements to the campus grounds and facilities for implementation over the next 15-20 years.

If you have questions or you are interested in learning more about the AEC Master Plan Visioning Process, please check back to this website for updates and contact us by sending your comments to our Dane County offices.