Milwaukee Safe Place initiative; Fiserv Forum joins effort

Fiserv Forum is joining Milwaukee's Safe Place initiative – an effort that was launched in October 2022.

Milwaukee Mayor Cavalier Johnson, Police Chief Jeffrey Norman, Bucks and Fiserv Forum President Peter Feigin, and other dignitaries made the announcement at Fiserv Forum on Tuesday, Jan. 24. 

"Safe places help build safer cities," said Tony Snell, chair of Milwaukee's Equal Rights Commission.

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The Safe Place initiative is a national program designed to provide underrepresented members of our community, including the LGBTQIA+ community and victims of human trafficking, a safe place to call police for assistance. Any individual who sees the Safe Place logo will know that business, organization or location will provide a safe space for someone to call 911, should they feel unsafe.

"Regardless of where you are from, what language you speak, what religion you believe in or who you love," Norman said.

Safe Place decal at Fiserv Forum, Milwaukee

"It sends the message that you belong," said Snell. "That sends a clear message to victims of hate crimes, biased, human trafficking, that they will be treated with care, dignity and respect by the places they enter as well as by the police officers who respond to investigate."

At Fiserv Forum's service entrance near 6th Street and Highland Avenue, you may see Safe Place logos popping up. On the arena's southwest corner, there is 24/7 security and cameras. Those in need can buzz or knock on the door. 

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Norman said Fiserv Forum is one of 30 Milwaukee businesses to have put up the decal. The Iron Horse Hotel in Walker's Point is already part of the initiative.

"Now what I like about it is it does tell me this is a place that's going to say, ‘I’m accountable if something occurs here,’" said Ladi Ananna with the Wisconsin Coalition of Black Trans. "If you want to be connected to us and a way that we want to be safe, I think, it’s going to take a little bit more than symbol."

News conference video

Leaders said they want to take the symbol to the next level and promise a safe place for anyone who needs it.

"To make sure people regardless who they love are able to feel safe and secure in places throughout our entire community," Johnson said.

For more information on the Safe Place initiative, you are invited to visit