Milwaukee World Festival, Inc. Selects Global Architecture and Design Firm Gensler and Local Architectural Firm Zimmerman for Henry Maier Festival Park Master Use Plan

MILWAUKEE, WI — (September 5, 2024) — Milwaukee World Festival, Inc. (MWF); an independent, private 501(c)(3) corporation that maintains and improves Henry Maier Festival Park; announced that Gensler, a leading architecture and design firm with 56 offices around the world, was awarded the consulting agreement to explore a new Master Use Plan with the goal of expanding programming opportunities and improvements at Henry Maier Festival Park. MWF shared publicly that it issued a request for proposal in April of this year to engage a design firm to assist in developing this vision.  Gensler will be partnering with local firm Zimmerman Architectural Studios, Inc. on the project. Zimmerman will be assisting with architectural, civil engineering, and landscaping design services.

In 2023, Henry Maier Festival Park, a premier entertainment destination hosted more than 1.2 million guests, generating an economic impact of $318 million for the state of Wisconsin, according to a study conducted by Oxford Economics Company. Given the unique nature of the site, MWF intentionally sought firms with extensive experience in developing hospitality, entertainment districts, and venues in other parts of the world. With the success of Summerfest, cultural festivals, and concerts, these activities will remain the primary focus at the Park.  Henry Maier Festival Park has seen an increase in activity, with 83% more events in 2023 than in 2019, demonstrating a growing interest.  The land is designated for public use and has provided the community with recreational opportunities and cultural celebrations for decades.

“We look forward to partnering with both Gensler and Zimmerman to explore new possibilities that will enhance uses of this unique community asset,” said Sarah Pancheri, president and CEO, Milwaukee World Festival, Inc. “Henry Maier Festival Park will continue to be a cornerstone of connection and celebration through our festivals, and this collaboration will help to create even more opportunities to gather at the lakefront.”

“We are thrilled to embark on this vision for Henry Maier Festival Park,” said Gensler Principal Benjy Ward. “By crafting a Master Use Plan that blends architecture, strategy, and analytics, we aim to unlock future opportunities of the 75-acre waterfront property for Milwaukee residents and visitors. In collaboration with Milwaukee World Festival, we hope to enhance connectivity and further demonstrate why Henry Maier Festival Park is a central hub in Milwaukee’s vibrant downtown.”

Steven Raasch, president and CEO of Zimmerman Architectural Studios added “We are ecstatic about this opportunity and are exceptionally pleased to collaborate with Milwaukee World Festival and Gensler’s talented and visionary team to enhance the iconic festival site. Moreover, Mark Wershay, our principal manager on the project, has had the pleasure of leading several projects at Henry Maier Festival Park. With this new commission, our firm will build on a nearly three-decades-long partnership with Milwaukee World Festival.”

The Master Use Plan will focus on the increased use of Henry Maier Festival Park and include a site study, analytics, programming concepts, and a final report. The study will concentrate on events and operations that align with MWF’s non-profit mission, increased public use, and increased accessibility throughout the year by the public. The on-site study will also look at new event ideas, the use of temporary structures, and additional programming elements and physical components that could be added to Henry Maier Festival Park through capital improvements.  The project will begin immediately with the study to be completed in 2025.

Members of the MWF Board of Directors, United Ethnic Festival representatives, community leaders, and external experts will be engaged as part of the process. MWF leadership is committed to keeping all stakeholders informed throughout. As part of this long-term process, MWF hopes to deepen its partnership with the city of Milwaukee, including aligning MWF’s goals with the city’s vision to grow Milwaukee.

About Milwaukee World Festival, Inc. 

Milwaukee World Festival, Inc. is an independent, private 501(c)(3) corporation founded in 1965 that produces Summerfest presented by American Family Insurance, a three-weekend music festival featuring over 600 artists across 12 stages.  Milwaukee World Festival, Inc. also maintains and improves Henry Maier Festival Park, located on 75 acres on the shores of Lake Michigan in Milwaukee, WI.  In addition to Summerfest, Henry Maier Festival Park hosts a variety of ethnic and cultural festivals, concerts, family programming, walks, runs, and other special events.  The mission of the organization is to promote an understanding of different ethnic cultures, the histories and traditions of various nationalities, harmony in the community, civic pride as well as to provide a showcase for performing arts, activities, and recreation for the public and employment opportunities for the youth of the community. For more details, visit MilwaukeeWorldFestival.com or Summerfest.com, and on socials @MilwaukeeWorldFestival or @Summerfest.

About Gensler

At Gensler, the value of our work stems from its positive impact on the human experience. We are a dynamic and collaborative design firm uniting creativity, research, and innovation to solve complex problems for our clients. Our work challenges conventional ideas about architecture and the built environment. We aren’t just designing buildings — we are reimagining cities and places that make a difference in people’s lives. Founded in 1965, Gensler has built a team of 6,000 professionals who partner with clients in over 100 countries each year. Everything we do is guided by our mission: to create a better world through the power of design.

About Zimmerman Architectural Studios, Inc.

Zimmerman Architectural Studios is a Milwaukee-based, full-service architectural and engineering firm dedicated to uncovering the unique “why” behind each client’s project. Our collaborative approach results in human-centered environments that delight, inspire, empower, and energize. With a team of over 100 architects, engineers, landscape architects, planners, and interior designers, we enthusiastically design indoor and outdoor spaces for recreation, healthcare, education, commerce, municipal, multi-family and religious institution clients.

NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.