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Summerfest

Lay out a plan to update and expand festival grounds to best serve visitors

Master Planning
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.

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.

Additional Projects Include

North Gate Plaza – 2018
A reconstructed and expanded north gate creates a more efficient entrance with a new ticket building, upgrades to the turnstiles and a new community plaza. Coinciding with the Lakefront Gateway project, the new plaza integrates with the Urban Park green space and features interactive musical elements.

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
Briggs & Stratton Big Backyard
US Cellular Stage
South Gate