Summerfest is an annual music festival held in downtown Milwaukee, Wisconsin. First held in 1968, Summerfest is located at Henry Maier Festival Park, adjacent to Lake Michigan and Milwaukee's central business district. Summerfest attracts approximately 800,000 people each year, promoting itself as "The World's Largest Music Festival", a title certified by Guinness World Records in 1999,[1][2] but has been surpassed in attendance by Donauinselfest with over three million in 2015. While Summerfest has one of the highest aggregate attendances in the world, the daily attendance of Summerfest is lower than other major American music festivals. In 2022, the daily attendance of Summerfest was 49,500.[3]
During Summerfest, the 75 acre (30 ha) park would usually host performances over 11 days, from late June until early July (including the Fourth of July).[4] It was announced recently that the festival would move to a three weekend schedule to allow for more Friday and Saturday event days. The performers include local and nationally known music talent from various genres, performing throughout the grounds from noon to midnight, including the 23,000-capacity American Family Insurance Amphitheater.[5] Since 2004, nearly $150 million has been invested into Henry Maier Festival Park, including permanent stages, bars, production space, VIP amenities and other infrastructure.
Summerfest also showcases a wide variety of food from many Milwaukee-area restaurants. Other Summerfest attractions include shopping vendors, fireworks (including "The Big Bang" on opening night), family activities, and more.[6] Summerfest is operated by Milwaukee World Festival, Inc. a non-profit organization, which is governed by a volunteer board of directors.
Don Smiley served as president and chief executive officer of Summerfest from 2004 until his retirement in December 2023. He was succeeded in both roles by Sarah Smith Pancheri.[7]
History
Summerfest was conceived in the 1960s by then-mayor Henry W. Maier. Inspired by his visit to Oktoberfest in Munich, Germany, Maier envisioned a similar ethnic-themed festival in Milwaukee, and in 1962 formed a panel of business and civic leaders to study the feasibility of a large-scale summer festival. By the middle of the decade, the panel drew up a proposal for a 10-day multi-event festival with the proposed name of "Milwaukee World Festival," which was changed briefly in 1966 to "Juli Spaß" (German for "July Fun") and then to "Summerfest".[8]
The inaugural Summerfest was held in July 1968 at 35 different locations throughout the city (including Milwaukee County Stadium and Milwaukee Arena), and its events ranged from concerts to a film festival, an air show, and even a pageant. The first Summerfest, produced by Dee Robb and Con Merten was regarded as a success; the second event in 1969, was less successful, as it was plagued by additional venues, inclement weather, and severe financial debt.
In 1970, a permanent central location was decided upon, and Summerfest moved to a former Nike missile site on the lakefront, where it continues to be held to this day. Also that year, Summerfest introduced its red "smiley face" logo, an insignia that has become synonymous with the event. The logo was designed by local graphic artists Noel Spangler and Richard D. Grant.[9]
It was also in 1970 that Henry Jordan, former Green Bay Packers defensive tackle, became executive director of Summerfest, a title he held during the event's early years until his death in 1977. After a few other businessmen were hired by the board for the executive director's job, Elizabeth "Bo" Black,[10] who was formerly Henry Jordan's secretary, became executive director in 1984 after a ten-year lobbying effort.
The event has not been without its controversy. On December 9, 2002, Lee Gates commented in the Milwaukee Journal Sentinel about the lack of opportunity to play at Summerfest. "I don't get the credit I deserve here. I've been playing 50-something years. There's discrimination at Summerfest. I shouldn't need to have a CD out to be paid $700 at Summerfest. If they want you to have CDs, they should pay you like they pay the professional people."[11]
Summerfest celebrated its 40th anniversary in 2007. The event's history was the subject of "Summerfest Stories", a documentary that aired in June 2007 on Milwaukee Public Television.[12]
In 2015, Milwaukee World Festival, Inc and ReverbNation announced a three-year agreement to use the online service as an audition to give musicians a chance to perform. Summerfest wanted to provide an opportunity for performers to get a chance to be one of the 800+ acts and allow new talent to be seen by over 900,000 people that attend.
2020 saw the COVID-19 pandemic as grounds for scrapping the concert part & moving others online.
Attendance
Summerfest Attendance Since 1995
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Summerfest attendance peaked in 2001 at 1,000,563 attendees.[13] Summerfest was closed in 2020 due to the COVID-19 pandemic. In 2021, the event was only 9 days instead of 11, and it occurred in September rather than during the summer months.[14]
Stages and other venues
The Summerfest grounds include seven permanent stages and two pavilions that can be converted to stages (Johnson Controls World Sound Stage and the South Pavilion).[15]
Previously known as the "Marcus Amphitheater", it was built after an extremely overcrowded concert in 1984 to carry crowds of 25,000 fans during concerts. It was completed in 1987, with the principal contribution from the Marcus Corporation.[16] In 2019, the roof was raised from 39 feet to 65 feet. The backstage building was also rebuilt, offering new artist amenities. Later renovations included a new seating bowl configuration and raised stage to allow for better sightlines, enhanced accessibility, expanded concourses, new video screens, updated food and beverage operations, new VIP hospitality areas, and additional restrooms.
Designed and built in 2012[17] the venue features a wave-inspired roof, which covers more than an acre of space (approximately 50,000 square feet) and provides protection from the elements for approximately 5,000 guests with high-quality permanent seats and bleachers with backrests and another 5,000 guests in its standing room viewing area adjacent to the venue and outside of the roofline.
Completed in 2006. The largest stage inside the Summerfest grounds that is accessible without having to pay extra for the American Family Insurance Amphitheatre headliner. A renovation of the Miller Lite Oasis stage was completed for Summerfest 2017. Additions to the stage footprint include the "longest bar on the grounds", fresh hops growing alongside the stage, a second VIP deck, and handicap accessibility near the front of the stage.[18]
Renovated in 2018, the U.S. Cellular® Connection Stage provides a view of Lake Michigan, a 25-foot LED screen – the largest screen on the grounds, benches with charging amenities along the lakefront, a new bar area, and improved walkway access for fans. iHeartMedia, including FM 106.1, is the media partner of the stage.
Located on the north end of the grounds, the Uline Warehouse stage was rebuilt in 2019. The stage features a mix of acts from various genres including classic rock, country, hard rock, blues, and jam.
The Johnson Controls World Sound Stage lineup hosts a mix of acts spanning genres including R&B, blues, world beat, and soul.
JoJo's Martini Lounge
Located near the American Family Insurance Amphitheater, JoJo's Martini Lounge with Miller Lite is a popular hot spot, offering JoJo's specialty martinis and great local entertainment.
Klement's Sausage and Beer Garden
The Klement's Sausage and Beer Garden stage,[24] located on the North End of Henry Maier Festival Park, features acoustic music daily, spotlighting local artists. Modeled as a "backyard" picnic-style area, there is a seated lounge area, picnic tables, and barbeque grills, as well as locations to purchase Klement's products.
Gruber Law Offices Sportszone
Located near the Mid Gate along the lakefront it is the ultimate place for sports fans. The area offers interactive daily programming including sports demonstrations from professional teams, children's games, and health and fitness activities.
The concerts have been mostly civil events, with two notable exceptions. In 1970, a performance by the late-arriving Sly & the Family Stone nearly resulted in a riot. In 1973, a performance by Humble Pie & Jo Jo Gunne resulted in a riot, a bonfire, and about 300 arrests. As a result of the latter concert, organizers shied away from rock bands for several years, and established guidelines for "family-friendly" acts and a ban on alcohol brought in by patrons. This was properly managed when Henry Jordan found the experienced managers, Joel Gast and Lou Volpano, to manage entertainment in-house, eliminating Cleveland's Jules Belkin Promotions, who were hired by Board Members Bernie Samson and Steve Marcus. Also at that time local manager Volpano was hired specifically to improve production and book international superstars on what was a mere Local Rock Stage, where then the Ramones, UFO, and Judas Priest headlined [27]
Live comedy acts have also been a part of Summerfest's history, even before a regular "Comedy Showcase" was first established in 1975. Bob Hope was the main headliner at Summerfest 1969, performing two shows at Milwaukee County Stadium. George Carlin (opening for Arlo Guthrie) performed his "Seven Words You Can Never Say on Television" routine at the 1972 event and was subsequently arrested for violating obscenity laws. Prior to his arrest, he discarded a bag of cocaine to avoid further imprisonment.[28]
^"Summerfest: Gig has had many high notes". Milwaukee Journal Sentinel. Journal Interactive. 2007-06-28. Archived from the original on 2015-08-03. Retrieved 2010-08-10. Summerfest is all things to all ears - or at least, it tries to be. Of the major American music festivals, none paints with as broad a brush.
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