The "Big Gig" gets a big makeover, accommodating growing crowds at the world's largest music festival
Miller Lite Oasis and Mid-Gate Plaza – 2017
The newly redesigned Miller Lite Oasis stage offers increased capacity and amenities for festival patrons including a Miller Lite Brew House, updated bar areas, a VIP elevated viewing deck and improved sight lines for a better viewing experience. The Miller Lite brand is highlighted through various graphics in the revamped space and a permanent Summerfest store was designed adjacent to the stage. A new plaza leading into the mid-gate creates a wider, pedestrian-friendly entrance into the festival grounds.
BMO Harris Pavilion – 2012
The BMO Harris Pavilion holds up to 10,000 people and was designed with a swooshing wave-like roof. Additional amenities include a lakeside sit-down restaurant and a club bar with room for 200 patrons and a commanding view of the stage.
Big Backyard – 2011
The Briggs and Stratton Big Backyard has a residential feel that allows patrons to enjoy spending time with their friends and family in a more casual and relaxed environment. This area includes a new stage, restrooms, beer pods, mix tower and food vendor building with a second floor VIP deck. The use of softer forms, natural material and vegetation are key to the design of this venue.
South Gate – 2011
From valet service to newly relocated box offices and a large signage truss that frames the ceremonial entry, the south entrance gate has become the center of service for the park. Festival-goers enter into "Buskers Row," a simulated street scene with performers, colorful facades, large graphics, and photo opportunities that is meant to enhance the sense of energy and activity that the music festival evokes.
US Cellular Connection Stage – Coming 2018
Replacing the existing U.S. Cellular Connection Stage, this new stage will have an increased capacity of 9,000 and feature stunning views of Lake Michigan for the crowds to enjoy. Improved amenities for performers, a large LED video screen and upgraded technology will enhance the experience for artists and concert-goers.
North Gate – Coming 2018
A reconstructed and expanded north gate will create a more efficient entrance that reduces with a new ticket building, upgrades to the turnstiles and a new community plaza. Coinciding with the Lakefront Gateway project, the new plaza will integrate with the Urban Park green space and feature interactive musical elements.
Master Plan – 2009
The overarching goal of the 2009 master plan was simple - to keep the grounds fresh and relevant, providing a more comfortable and enjoyable experience for festival-goers. Phase I of the project, completed in spring 2011, included a new state-of-the-art music stage, new south gate, new food vendor facilities, infrastructure improvements and an overall image upgrade for the grounds.
Millennium Momentum – 2001
In 2001, EUA worked with Milwaukee World Festival Inc. to develop "Millennium Momentum", a 90-acre master plan that would better serve the nearly 2 million visitors that descend on the lakefront each year. The team implemented multiple projects during the next two years, including an updated entrance, an 18,000-square-foot pavilion that houses the former Potawatomi Bingo Casino Stage, now called Johnson Controls World Sound Stage, an ethnic village, improved restroom facilities and other new buildings.
The Business Journal Project of the Year
City of Milwaukee Mayor's Design Award
Daily Reporter Top Project (2)
Wisconsin Masonry Alliance Excellence in Masonry
- Milwaukee, WI
- 112 acres