World Dairy Expo looks to the future with Alliant Energy Center redeveloped campus

 

World Dairy Expo’s partnership with the Alliant Energy Center (AEC) has been a symbiotic relationship since the show’s inception in 1967. That relationship will grow with a potential $200 million Alliant Energy Center Redevelopment project.

At a press conference in the World Dairy Expo media room, Laura Herschleb, World Dairy Expo General Manager, said the project can open new doors. Bill Hageman, World Dairy Expo Board President, Kevin Scheibler, Alliant Energy Center Executive Director and Melissa Agard, Dane County Executive joined Herschleb to talk about innovation, evolution and growth on the AEC campus.

World Dairy Expo is the longest running show and one of the largest events on the grounds of the AEC. Herschleb sits on the project’s Redevelopment Committee as the vice chair and will bring the hopes of World Dairy Expo forward. Out of 18 agricultural shows at AEC, Herschleb is the sole representative with a seat at the table.

Herschleb said the AEC has made improvements to help them grow, but World Dairy Expo continues to stretch the limits of the campus. World Dairy Expo has already made significant contributions to the infrastructure with their investment in the Exhibition Hall and the New Holland Pavilions—which replaced the old livestock barns— and improved Wi-fi.

“Today, we install three temporary tents, two for cattle and one as our trade center for the 10 days of the show,” Herschleb said. “Each year, we have more requests for meeting space than we can accommodate. Without escalators and elevators in the Coliseum, we are limited to what can happen here. At the same time, tens of thousands walk through our gates, and over 2,400 world class cattle walk our showring.”

It isn’t only World Dairy Expo that would benefit from new amenities. Scheibler said of the top 20 events at the AEC, 15 of them have outgrown the space.

“The project starts with the Coliseum,” Scheibler said. “We used to do 110 events annually. This year, we plan to do 40. Plans call to reimagine the entire inside of the Coliseum making the building more accessible and the experience more intimate. The Coliseum exterior will receive a more elegant and professional exterior with natural greenery that is more welcoming.”

Scheibler said they are still working with developers to plan a temporary structure to replace the showring for the time the Coliseum would be under construction. Timing and plans are still under development.

Scheibler said the needs of the guests have evolved. “They expect better sightlines and food experience. The campus is missing assets current clients need and want.”

The project involves:

• 50,000 sq. foot expansion of the Exhibition Hall
• Addition of 19 meeting rooms
• 30,000 sq. foot ballroom
• A multipurpose room with views of the Capitol
• Bistro open seven days/week
• A new hotel with an additional 200 rooms

The benefits to agricultural events include:

• A ring road to support large vehicles and allow better access to barns
• A new show ring to allow more flexibility
• A renovated Coliseum to better showcase animals
• A parking garage connected to the Exhibition Hall
• Improved outdoor mixed space allowing space for large equipment

Agard clarified the campus is a Dane County asset and Alliant Energy holds the naming rights.

“My team and I want World Dairy Expo to grow right here in Dane County as a place to come and be joyful, to innovate and to learn more. With this project, there’s an opportunity to bring people together – continuing into the future. The project will meet the needs of World Dairy Expo and position the AEC for the next generation. This is a partnership I’m committed to strengthening and growing.”

Agard and Scheibler spoke about an enhanced visitor experience highlighting what agriculture means to Dane County with public art and moments of history.

Agard said the County Board of Supervisors needs to approve the funding and capital for the Exhibition Hall expansion. She added they are working with the Governor’s office to assure strong financial backing.”

“Today, World Dairy Expo is the premier forum for the global dairy community to learn, share, create commerce and showcase competition,” Hageman said. “World Dairy Expo showcases not only elite dairy cattle but also cutting-edge research and modern technology. It’s the dairy industry’s biggest reunion and largest business conference all in one … taking place in Madison, Wisconsin … where it began. We continue to grow, evolve and improve. We are open to improving the experience for our exhibitors and guests.”

“We believe what we have planned will allow the AEC to thrive for the next 30 years,” Scheibler said. “We look forward to hosting World Dairy Expo for the next 30 years.”

“The opportunities are limitless,” Herschleb said. “Our board will see what fits best for World Dairy Expo. There are lots of possibilities.”

To learn more about the project, visit https://aecstudy.danecounty.gov/

Serving as the meeting place of the global dairy industry, World Dairy Expo brings together the latest in dairy innovation and the best cattle in North America. The global dairy industry returns to Madison, Wis. for the 59^th event, September 29 – October 2, 2026, when the world’s largest dairy-focused trade show, dairy and forage seminars, a world-class dairy cattle show and more will be on display. Download the World Dairy Expo mobile event app, visit worlddairyexpo.com or follow WDE on Facebook, Twitter, LinkedIn, Spotify, Instagram or YouTube for more information.