Over the top (rope): Milwaukee seeks to bring 'Royal Rumble' to American Family Field
WEST ALLIS, Wis. (CBS 58) -- Inside 'The Drunk Uncle' late Wednesday afternoon, two customers chatted at the bar, several stacks of newly arrived beer cases sat up against the wall, and professional wrestling played on all the TVs.
At this dive bar on the corner of S. 68th St. and W. Burnham St., pro wrestling is always on each screen, aside from the rotating tap beer list.
"We show that here, and man, I'll tell you, everybody loves it," owner Neal Steffek said.
While this is one of the places Milwaukee wrestling fans gather each month to watch pay-per-view events, city and state officials are hoping to bring one of the biggest shows in professional wrestling to American Family Field.
CBS 58 has learned Milwaukee leaders have been in talks with World Wrestling Entertainment (WWE) and are pitching them on hosting a future 'Royal Rumble' at the ballpark once it's been winterized.
A source, who asked not to be identified because they did not want to share too much about the conversations, said city and state representatives met with WWE officials in Philadelphia last weekend during the company's biggest annual event, 'WrestleMania.'
While 'WrestleMania' is probably out of Milwaukee's reach, city and state officials hoped to attract WWE's next-biggest draw on the calendar.
"'WrestleMania', which we just had [airing at the bar], that is by far number one," Steffek explained. "'Royal Rumble' and 'Summer Slam' are right behind it."
Mayor Cavalier Johnson posted on the social media site, 'X' Wednesday an article about the revenue generated by concerts at American Family Field.
"...@AmFamField become the 19th top-grossing stadium for concerts in the United States, and 35th in the world..."
— Cavalier Johnson (@CavalierJohnson) April 10, 2024
This will help to drive more concerts, attention, vibrancy, and development here. I wouldn't be surprised if @WWE found interest here too.https://t.co/kLgOLv1cFB
"I wouldn't be surprised if WWE found interest here too," Johnson wrote.
Jeff Fleming, a spokesperson for the mayor's office, said Johnson was not part of the contingent in Philadelphia. However, Flemming added Johnson has had previous talks with WWE about bringing one of its signature events to Milwaukee.
The 'Royal Rumble' would make the most sense for Milwaukee because it's held in January whereas 'Summer Slam' is held during the middle of Major League Baseball's season.
American Family Field is set to be winterized after the 2025 baseball season, so 2026 would be the soonest a 'Royal Rumble' could come to Wisconsin.
The winterization project is covered as part of a funding deal state leaders approved last year providing $500 million in taxpayer support for renovations at the stadium.
VISIT Milwaukee President Peggy Williams-Smith confirmed the city was hoping to land the event.
"We would love to welcome WWE’s Royal Rumble to Milwaukee in a future year," she said in a statement. "And WWE knows it!”
Last month, Gov. Tony Evers signed a bill establishing a grant program for Wisconsin cities seeking money to help outbid other places in the pursuit of major events. The bill passed unanimously in the Assembly after clearing the Senate on a voice vote earlier this year.
While the program's original budget was $10 million, that number has been adjusted down to $5 million.
WWE's biggest shows draw thousands of visitors and millions of eyeballs watching on television. According to the company, this past 'WrestleMania' saw a paid attendance of more than 145,000 over two nights and set new TV viewership records, including 67 million views on WWE's YouTube channel over a 24-hour period.
"It's bigger than State Fair, it's bigger than Summerfest. The entire world comes here," Steffek said. "Not just the Midwest, not just the country, the entire world. It's a game-changer."
Tyler Barnes, a spokesperson for the Milwaukee Brewers, did not specifically mention WWE in a statement, but he said the ballpark will be able to host a wider array of events year-round once it's winterized.
"American Family Field has successfully hosted many high-profile events, from Brewers baseball to concerts and other sports," Barnes said. "We are always looking to diversify and bring new, significant events to the facility. This opportunity would certainly qualify."