The concept design expands the La Crosse Center in the direction of the river. The expansion extends over Harborview Plaza (Front Street) and to the edge of Riverside Park without encroaching into the park. The concept features a 12,892 sq ft ballroom and prefunction area that overlook Riverside Park. The concept would remove and replace the existing North Hall at almost exactly the same size as the previous space. The expansion will also add seven new meeting rooms at a total of 8,412 sq ft.

In addition to expanded meeting and ballroom space, the La Crosse Center will be receiving additions that improve the overall experience and usability of the facility. A new West Connector will connect the expanded area to the existing south section of the La Crosse Center. A Rooftop Terrace will be constructed on the north side of the addition and will be connected to the prefunction area outside the new ballroom. The plan features a 7,226 sq ft atrium that will provide a substantially improved entrance experience for La Crosse Center visitors.