Milwaukee World Festival, Inc. officials are excited to announce the renewal of MillerCoors’ longstanding partnership as the Official Malt Beverage of Summerfest and Henry Maier Festival Park. This agreement continues in a partnership that spans decades, beginning with Miller Brewing Company’s commitment to establish the Miller High Life Jazz Oasis stage in the 1970s. Through the years, MillerCoors’ financial and sponsorship commitment has evolved with the festival, always considering the patron perspective first while enhancing the live music experience. Milwaukee World Festival, Inc. is especially proud to celebrate this historic partnership during the 50th Summerfest in 2017.
As part of this commitment, MillerCoors also will support the renovation of the Miller Lite Oasis stage area with a completely redesigned stage and shopping area that will offer improved patron amenities and access. Improvements will include a redesigned Miller Lite Oasis stage facade, a new Miller Lite Brew House bar, video screen upgrades, new bar areas, expanded hospitality areas and a reconfigured marketplace and Summerfest retail store. The marketplace and Summerfest store will be funded by Milwaukee World Festival, Inc. Completion is scheduled for the 2017 festival season and Summerfest’s 50th festival.