Fiserv Forum continues to strive to bring a world-class experience to Milwaukee's sports and entertainment fans, and a new VIP hospitality area will welcome the most exclusive dining experience in the arena yet.
The Milwaukee Bucks will debut The Reserve, a premium dining destination for courtside season ticket holders when the 2025-26 season tips off October 22nd against the Washington Wizards.
The nearly 2,700 square foot exclusive area replaces the former media room at Fiserv Forum and will belocated just steps from courtside access on the floor level. Milwaukee-based design firm Kahler Slater designed the space, while local contractor JP Cullen handled construction.
James Beard-nominated chef Justin Carlisle of Ardent will curate the dining experience, offering an evolving menu of upscale food options throughout each game. The menu will change not only from game to game, but will also evolve as the game goes on, with an emphasis on pregame and halftime dining. Entrees will sometimes reflect the visiting team, meaning the menu for a Boston Celtics game may differ significantly from one when the New Orleans Pelicans visit town. Food offerings will shift during games, featuring entrees earlier in the evening and desserts and snacks in the second half.
"The Bucks wanted to do something that really hasn't been done before in a sports setting," Carlisle said. "They want to have elevated dining, and have the capability of different styles of dining. You weren't really getting a sit-down dining format in a club area."
The area will also feature a salad bar and occasionally a carving station, along with upscale game day snacks beyond what the arena's concession stands provide. An attached candy room will serve guests with a sweet tooth.
"It will be more of a restaurant setting before the game, with more of a sit-down style as people are coming in early on into the first half," Carlisle said. "We'll start minimizing those offerings as the game goes on, and have more fan favorites like burgers and hot dogs, because we'll offer those too. Slowly after, desserts and sweeter things will start coming out at the end of halftime. The dining setting will evolve with the game."
The hospitality area will include VIP parking and a private entrance to the arena.
Bucks President Peter Feigin said the team drew inspiration from similar offerings by the Brooklyn Nets and Charlotte Hornets, as well as concert venue VIP experiences.
"Some teams have done this for a while," Feigin said. "I would say that this is an example of one of the more elevated exclusive access positions in the league. It has a parking component to it. From door-to-door, we're looking to cater to fans that want a VIP experience, and something personalized."
The Reserve is currently planned for courtside season ticket holders, with future expansion plans in development. The area is expected to be available for concerts and other live entertainment, with possible rentals for private events still to be determined.
"We think this will be available for other events as we get acclimated to it," Feigin said. "We believe this will be an unbelievable hospitality space for concerts and private events that we can actually execute. Part of what we like about Fiserv Forum is the flexibility of how we can use all of our spaces in different ways."
Feigin noted the arena hosts about 250 private events annually, ranging from birthdays to Northwestern Mutual's annual meeting.
"This will be a room that won't change form and function, but now you have a high-end venue for a corporate dinner or other types of events," Feigin said.
Carlisle emphasized the personalized nature of the experience.
"This is a lot more personalized, a lot more detail, and ultimately a better service that we can provide a client," Carlisle said. "For the moment, it's mostly about crafting as elegant as we can for Bucks fans. We'll make sure that we can give them an outstanding place to be."
The area remains under construction but is expected to be ready for the home opener.
