Sitting courtside is a coveted experience at any NBA game.
The Milwaukee Bucks plan to “elevate” that experience with a new premium dining club, called “The Reserve.”
“This will be a one-of-a-kind experience,” said Peter Feigin, Bucks and Fiserv Forum president. “We are going to provide courtside season ticket holders with even more exclusive experiences at a Bucks game this season.”
The Reserve will provide unique back-of-the-house access with premier parking adjacent to Fiserv Forum, with a short walk to courtside seats.
The Bucks brought in chef and restaurateur Justin Carlisle of Ardent fame to curate the menu.
“He is probably one of the best chefs that ever existed in this town,” Feigin said
The trend targeting premium packages in pro-sports entertainment is not new, Feigin said. The challenge, he noted, is customizing it to make it stand out. No one could have imagined seven years ago, when Fiserv was created, that a demand for premium services would exist, he said.
The new venue, he added, is on par with the Barclays Center’s Crown Club. Most people will use the space pre- and post-game and during halftime.
The Reserve also presents opportunities for private events and corporate dining.
“This would be an unbelievable hospitality space,” Feigin said, noting Fiserv Forum hosts about 250 private events – everything from birthdays to Northwestern Mutual annual meetings.
Here’s what to know about this new addition to the Bucks arena.
Crews in a sprint to get the club ready for the home opener
Still in the embryonic stages with exposed ductwork, drywall and concrete floors, Bucks officials and construction team guaranteed the club will be finished by its home opener against the Washington Wizards on October 22nd.
Construction crews will sprint in the coming weeks to finish, said Amber MacCracken, design leader for Kahler Slater, the lead architect for the club.
Janesville-based contractor JP Cullen is the general on the project.
Kahler Slater wanted to be on this project the moment of it heard Feigin’s vision, said MacCraken. It was a chance to create an experience unlike any other in the Midwest, she added.
“Our challenge was to create the most exclusive sports and fine dining destination in the region,” MacCracken said.
The design has subtle nods to the Bucks with signature colors, materials, and finishes.
“It’s a space that celebrates the team,” MacCraken said, “From the moment you arrive, you know you are going to be somewhere different and extraordinary.”
Big screen TVs, full-service bar and a ‘candy room’
The nearly 2,700 square feet space will have a seating capacity for 85. The space has several culinary stations and a large full-service bar. A large island will feature Carlisle’s inspired dishes and there will be a station where patrons can build their own salad.
Patrons will not miss any action. Big screen televisions will dot the club’s interior, allowing guests to catch every basket Giannis Antetokounmpo makes.
“No matter where you are, you will be connected to the game,” MacCraken said.
Season ticket holders will have a separate entrance to The Reserve from the parking lot. Unique to the restaurant is what is being called the “candy room,” a space with diners can indulge their sweet tooth with desserts, ice cream and other treats.
Every menu for game day will be different
Carlisle brings a decade of experience to The Reserve and promises an eclectic menu featuring rotating seasonal and regional dishes throughout the Bucks season. Patrons can enjoy carving stations, seafood towers and personal plated dishes.
“Every menu for the games is going to be different,” he said.
Has the space been sold out?
No. Feigin would not disclose the cost, but it is in addition to season ticket prices.
Can Marquette University fans use The Reserve?
No. It is exclusive to the Bucks for now.
Can non-season ticket holders buy a one-day pass to The Reserve?
Not right now. But as the club evolves, Feigin said that might be a possibility in the future.