Milwaukee World Festival, Inc.
Press Release

Summerfest Announces New Format and 2021 Dates

More Weekends – More National Talent June 24–26, July 1–3 and July 8–10

By - Aug 27th, 2020 11:15 am

MILWAUKEE, WI (August 27, 2020) – Today, Milwaukee World Festival, Inc. (MWF) announced a new format for Summerfest 2021.  The festival will now take place over three consecutive weekends (Thursday-Saturday), June 24-26, July 1-3, and July 8-10, 2021.

Within this new format, Summerfest presented by American Family Insurance will maintain its status as one of the most diverse music festivals in the world, offering something for every music fan, from rock to hip hop, country to EDM, and everything in between.  In addition, the three weekend model allows an extended booking window for the Summerfest talent team, opening more opportunities to add national talent to daytime programming, as well as throughout the festival.

Summerfest will continue to be one of the most affordable major music festivals anywhere, maintaining a $23 general admission ticket and a commitment to free daily admission promotions.  And, the Summerfest experience fans have come to love will also continue – a blockbuster lineup, delicious food from local vendors, shopping, fun activities, all at a world-class lakeside festival setting.

MWF anticipates the weekend setting will also be attractive to visitors, positioning Summerfest and Milwaukee as a premiere destination, fulfilling an important part of the organization’s mission.  As a part of the new format, MWF will plan new initiatives with partners like VISIT Milwaukee, and others within the tourism industry.

“The pandemic, which resulted in the cancellation of the 2020 event season, profoundly impacted our non-profit organization.  In response, our leadership team analyzed available data, patron surveys and the event landscape and ultimately determined the best possible path forward for Summerfest was to transition to a new format,” said Don Smiley, President & CEO of Milwaukee World Festival, Inc. “Our fans have been asking for a bigger experience, and we are excited to be able to bring more weekends and more national talent to the already blockbuster Summerfest lineup, while continuing to provide significant economic impact to our state and region.”

The completely renovated $51.3 million American Family Insurance Amphitheater will make its debut in 2021, featuring expanded concourses, all new seats, additional restrooms, new food and beverage options, accessibility enhancements and much more.  The following concerts are already scheduled and on sale for Summerfest 2021:

Khalid
June 24, 2021
Luke Bryan
June 25, 2021
Justin Bieber
June 26, 2021
Dave Matthews Band
July 1, 2021
Blink-182
July 2, 2021
Halsey
July 3, 2021
Chris Stapleton
July 8, 2021
Guns N’ Roses
July 10, 2021

In addition to Amphitheater concerts during Summerfest, MWF plans to promote additional concerts throughout the summer at both the new American Family Insurance Amphitheater, as well as the BMO Harris Pavilion.  Through a new partnership formed with Live Nation in 2019, both venues will be booked as frequently as possible from June – September.

Tickets for Summerfest 2021 and for announced concerts at the American Family Insurance Amphitheater are on sale now. For more information visit Summerfest.com.

About Summerfest presented by American Family Insurance
Summerfest presented by American Family Insurance has evolved into what is now recognized as “The World’s Largest Music Festival” and Milwaukee’s cornerstone summer celebration, hosting the music industry’s biggest acts, emerging talent and local favorites along with approximately 750,000 fans, for an unforgettable live music experience. The 53rd edition of the festival will take place June 24-26, July 1-3, and July 8-10, 2021.  Summerfest is one of the oldest music festivals in North America, featuring over 1,000 performances on 12 stages, along with food, beverages, and activities, all in a world-class festival setting on the shores of Lake Michigan.  For more details, visit Summerfest.com, or Facebook, Twitter, and Instagram: @Summerfest.

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