Food and Beverage Service Operations for the Alliant Energy Center of Dane County

Dane County is requesting proposals for exclusive food and beverage service operations at the Alliant Energy Center in Madison, Wisconsin, under RFP 2026-RFP-056-PR, with proposals due October 22, 2026 at 2:00 pm. A mandatory vendor conference is scheduled for September 10, 2026 at 10:00 am, with questions due in two rounds (September 17 and October 1, 2026).

The AEC operates a 164-acre multibuilding campus hosting 250+ annual events with over 1,000,000 guest attendees across the Exhibition Hall (255,000 sq ft), New Holland Pavilions (290,000 sq ft), Arena (22,000 sq ft), Veterans Memorial Coliseum, Willow Island outdoor venue, and related facilities. The successful operator becomes the exclusive food and beverage provider responsible for all retail food and beverage, catering services, and alcoholic beverage operations. The operator must obtain a facility-wide liquor license, procure new point-of-sale systems, and provide all operating costs including food, beverages, labor, supplies, uniforms, insurance, and marketing. Management staffing minimums are a General Manager, Executive Chef, and Catering Sales Manager; all personnel require background checks and the facility must maintain an "A" health inspection rating.

Historical 2025 food service sales totaled approximately $1.2 million in retail concessions, $1.8 million in catering, and generated $1.32 million in subcontracted commissions. The AEC projects 250+ events annually with potential growth to 300–400 following planned expansion. The initial contract term is five years beginning July 1, 2027. Bidders must submit proposals on a profit-and-loss basis as the primary option, with management fee proposals accepted as alternates. All capital investments must be amortized on a straight-line basis over five years. The operator must establish an annual marketing fund, develop event-specific menus, and implement sustainability practices including food waste composting. The AEC will provide existing kitchen equipment, catering furniture, utilities, structural building maintenance, and operational space.

The incumbent beverage agreement with Great Lakes Coca-Cola Distribution LLC (dba Reyes Coca-Cola Bottling) extends through May 31, 2031 and grants exclusive rights to sell and distribute Coca-Cola products with limited exceptions for up to six designated special promotional events annually. Shortlist notification occurs November 4, 2026; oral interviews are November 17–19, 2026; contractor award is November 30, 2026; and contract negotiations span December 2026 through June 2027.