Summerfest
Summerfest is a Milwaukee-based nonprofit 501(c)(3) that produces a 9-day annual music festival on a 75-acre Lake Michigan park, featuring 600 artists across 12 stages and generating revenue from ticket sales, corporate sponsorships, food and beverage, merchandise, private event hosting, and parking for mass-market consumers and corporate group buyers.
- Company typePrivate
- Founded1968
- HeadquartersMilwaukee, United States
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What Summerfest does
Summerfest is operated by Milwaukee World Festival, Inc., a Wisconsin non-stock, nonprofit 501(c)(3) corporation headquartered in Milwaukee, Wisconsin, and produces what it markets as "The World's Largest Music Festival" annually since 1968. The festival runs 9 days across three weekends (for 2026: June 18-20, June 25-27, July 2-4) on the 75-acre Henry W. Maier Festival Park along Lake Michigan, hosting approximately 600 artists across 12 stages including the American Family Insurance Amphitheater, BMO Pavilion, Miller Lite Oasis, Generac Stage, Briggs & Stratton Big Backyard, T-Mobile Stage, and Uline Stage. Product offerings are diversified across general admission tickets ($33), multi-day passes (3-Day $63, 9-Day Power Pass $130), premium amphitheater and BMO Pavilion tickets via Ticketmaster, Pit Wristbands ($50-$85), the Culver's Level Up Deck ($55), merchandise, gift cards, preferred parking ($40/day), and a tiered Summerfest Business Alliance corporate membership program (Diamond through Bronze).
Revenue is generated across six streams: ticket sales, on-site food and beverage (with Miller Lite as official beer), corporate sponsorships (American Family Insurance as presenting sponsor, plus T-Mobile, BMO, Generac, Briggs & Stratton, Uline, Harley-Davidson, Culver's), private event hosting and venue rentals (BMO Club Bar, Briggs & Stratton VIP Deck, Lake Deck, Keg and Cask), merchandise, and parking services. Distribution combines direct e-commerce (store.summerfest.com) and Ticketmaster for amphitheater shows, on-site box offices, group sales via the Business Alliance, and an unusually broad transportation partner network spanning MCTS shuttles, The Hop streetcar, Lime scooters, BUBLR bike share, Amtrak Hiawatha, Badger Bus, and third-party parking aggregators (SpotHero, ParkWhiz, Park Milwaukee). Beyond the core festival, the organization operates Summerfest Tech (a regional technology forum launched in 2018) and the Let The Music Play Grant program (music education grants for Milwaukee County nonprofits and schools, also launched 2018 and now in its eighth year with over 50 grants awarded). The organization has no parent company, no funding rounds, no subsidiaries, and is structured as a nonprofit without shareholders.
Summerfest firmographics
Firmographics- Name
- Summerfest
- Legal name
- Milwaukee World Festival, Inc.
- Website
- https://summerfest.com
- Company type
- Private
- Founded year
- 1968
- Operating status
- Operating
- Short description
- Summerfest is a Milwaukee-based nonprofit 501(c)(3) that produces a 9-day annual music festival on a 75-acre Lake Michigan park, featuring 600 artists across 12 stages and generating revenue from ticket sales, corporate sponsorships, food and beverage, merchandise, private event hosting, and parking for mass-market consumers and corporate group buyers.
- Ownership category
- akta.pro rank
Summerfest industry classification
Industry- Product category
- Live Music Festival & Event Production
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts, Spectator Sports, and Related Industries (711)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Festival & Event Producers/Organizers (MPAIAFAC)
Keywords
Where Summerfest is headquartered
LocationHeadquarters
- HQ city
- Milwaukee
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Summerfest business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Ticket Sales: Revenue from general admission tickets, multi-day passes, amphitheater tickets, pit wristbands, and special experience tickets (Level Up Deck)
- Merchandise Sales: Sale of Summerfest branded merchandise including apparel, accessories, and memorabilia through the Summerfest Store and on-grounds
- Private Events & Venue Rentals: Revenue from corporate private parties, venue rentals, and the Summerfest Business Alliance membership program
- Food, Beverage & Hospitality: On-site food, beverage (including Miller Lite as official beer), and hospitality services across the festival grounds
- Corporate Sponsorships: Sponsorship deals with major brands including American Family Insurance (presenting sponsor), Miller Lite, T-Mobile, Harley-Davidson, BMO, Briggs & Stratton, Generac, Uline, and Culver's
- Parking Services: Preferred parking passes and parking services for festival attendees
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | 2026 Summerfest General Admission |
| One time/ perpetual license | Pay-as-you-go | T-Mobile 3-Day Pass |
| One time/ perpetual license | Pay-as-you-go | T-Mobile 9-Day Power Pass |
| One time/ perpetual license | Pay-as-you-go | Throwback Thursday Special |
| One time/ perpetual license | Pay-as-you-go | Level Up Deck presented by Culver's |
| One time/ perpetual license | Pay-as-you-go | Pit Wristbands |
| One time/ perpetual license | Pay-as-you-go | Preferred Parking (Lot P) |
| Other | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels10 records
Summerfest product offering
Product offeringCore offering
Summerfest operates the World's Largest Music Festival, a 9-day annual music event held across 75 acres of Henry Maier Festival Park along Lake Michigan in Milwaukee, featuring approximately 600 artists across 12 stages. The organization produces and sells festival admission tickets, premium amphitheater concert tickets, multi-day passes, and premium viewing experiences, complemented by on-site food, beverage, merchandise, parking, and corporate hospitality offerings including private venue rentals and a tiered Business Alliance membership program.
Product overview
Summerfest is a major annual music festival operated by Milwaukee World Festival, Inc., a Wisconsin 501(c)(3) nonprofit corporation. The organization offers a comprehensive portfolio of live entertainment products: core offerings include General Admission festival tickets, premium Amphitheater and BMO Pavilion venue tickets, and private event hosting services. Additional products include Level Up Deck viewing experiences, Pit Wristbands for front-stage access, multi-day passes, preferred parking passes, and gift cards. The Summerfest Business Alliance provides a tiered membership program with group ticketing, networking events, and Amphitheater pre-sale access. Beyond music entertainment, Summerfest operates the annual Summerfest Tech forum for the regional technology community, and the Let The Music Play grant program supporting music education in Milwaukee County schools. Merchandise including apparel and accessories is available through the Summerfest Store. Transportation integration services connect attendees via shuttles, public transit, and partner services.
Differentiator
Problem solved
Functional benefit
Brands
- Summerfest Tech: Technology showcase and networking forum for the regional business community, championing Wisconsin's growing reputation as a tech hub.
- Let The Music Play Grant Program
Products and services
- General Admission Tickets One-day festival admission tickets priced at $33 providing access to Summerfest grounds, multiple stages, and live music performances during public operating hours.
- American Family Insurance Amphitheater Tickets Premium ticketed access to the American Family Insurance Amphitheater headlining concerts within the Summerfest grounds, including same-day festival admission.
- BMO Pavilion Reserved Seats Reserved seating at the BMO Pavilion for evening headlining concerts, including same-day admission to Summerfest grounds.
- Level Up Deck presented by Culver's Elevated premium viewing experience at the Miller Lite Oasis with private bar, reserved seating, flat-screen TVs, and restrooms, including 2 beverages and same-day festival admission, priced at $55.
- Pit Wristbands Front-of-stage pit access wristbands for specific stage performances (Briggs, Generac, Miller, T-Mobile, Uline), including general admission, priced between $50-$85.
- T-Mobile Multi-Day Passes Multi-day pass products including T-Mobile 3-Day Pass ($63) and T-Mobile 9-Day Power Pass ($130) for flexible festival access across the 9-day Summerfest season.
- Summerfest Merchandise Official Summerfest-branded merchandise including apparel, accessories, collectibles, and memorabilia available at on-site stores and the online Summerfest Store.
- Preferred Parking Passes Pre-purchased preferred parking passes (Lot P) priced at $40/day with advance entry on specific festival dates during Summerfest 2026.
- Summerfest Private Parties Private event hosting and venue rental services at festival venues including BMO Pavilion Club Bar, Briggs & Stratton VIP Deck, Miller Level Up Deck, Lake Deck, and Keg and Cask, available for corporate events, receptions, and celebrations.
- Summerfest Business Alliance Membership Tiered business membership program (Diamond, Platinum, Gold, Silver, Bronze levels) offering discounted group tickets, networking events, American Family Insurance Amphitheater pre-sale access, Captain's Deck passes, parking, and networking parties.
- Summerfest Gift Cards Reloadable gift cards available in denominations from $10 to $100 for purchases of admission tickets, food, beverages, and merchandise at festival grounds and online store.
- Summerfest Tech Annual technology showcase and networking forum leveraging the Summerfest brand to showcase technology and provide a forum for the tech and business community to network, educate, and celebrate the evolution of technology.
Quantifiable outcome
- Over 50 grants awarded supporting hundreds of students annually through Let the Music Play program since 2018
Companies that use Summerfest
Customer profileSegments3 records
Ideal customer profiles3 records
Summerfest technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Summerfest partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered minor and core.
- Harley-DavidsonminorHarley-Davidson is resuming its sponsorship of Summerfest after a five-year hiatus. The return marks a strategic move to re-engage with festival audiences. Harley-Davidson also sponsors free dedicated motorcycle parking near the Mid Gate.
- American Family InsurancecorePresenting sponsor of Summerfest with naming rights for the American Family Insurance Amphitheater. Co-sponsor of the Let the Music Play Grant program supporting music education in Milwaukee County since 2018.
- Miller LitecoreOfficial Beer of Summerfest with naming rights for the Miller Lite Oasis stage and Miller Pit. Co-sponsor of the Level Up Deck presented by Culver's.
- T-MobilecoreTitle sponsor for T-Mobile Stage and T-Mobile passes (3-Day and 9-Day Power Passes). Major ticket product partner.
- BMOcoreNaming rights sponsor for BMO Pavilion with private club bar available for events. Hosts headline concerts with lake views.
- Briggs & StrattoncoreNaming rights sponsor for Briggs & Stratton Big Backyard Stage and Briggs & Stratton VIP Deck. Private party venue accommodates up to 300 guests.
- GeneraccoreNaming rights sponsor for Generac Stage and Generac Pit. Primary stage for rock and alternative performances.
- UlinecoreNaming rights sponsor for Uline Stage, a main ground stage at Summerfest.
- Culver'scorePresenting sponsor of the Level Up Deck viewing experience at the Miller Lite Oasis. Features private bar, seating, and premium views.
- Milwaukee County Transit System (MCTS)coreOfficial shuttle service partner providing special Summerfest shuttle routes from Park & Ride lots (College Avenue, Brown Deer Road, Hales Corners) running every 15 minutes during the festival.
- The Hop (Milwaukee Streetcar)minorFree streetcar service connecting downtown Milwaukee to Summerfest grounds via Historic Third Ward and Lakefront stops.
- SpotHerominorThird-party parking reservation partner for advance discounted parking near Henry W. Maier Festival Park.
- ParkWhizminorThird-party parking partner for pre-purchasing downtown parking structures within walking distance to festival grounds.
- Park MilwaukeeminorParking partner providing information on public parking lots near Summerfest grounds.
- LimeminorScooter sharing partner with designated parking near Summerfest North and Mid gates. Promo code SUMMERFEST2026 offers 2 free unlocks.
- AmtrakminorAmtrak Hiawatha Service provides train access to Milwaukee Intermodal Station from Chicago Union Station, Glenview, and Sturtevant (Racine/Kenosha).
- Badger BusminorBus service from Madison to Summerfest with four trips daily during the festival, including stops at Goerke's Corners and Johnson Creek.
- BUBSR BikesminorGreater Milwaukee nonprofit bike share program with over 100 stations in Milwaukee, Wauwatosa, and West Allis for festival transportation.
- Bar Shuttles (Multiple Bars)minorNetwork of local bars offering shuttle service to Summerfest including Henry Flach's, Natty Oaks, Red Bar, Steny's, Camp Bar, and others.
Scale indicators6 records
Recent moves5 records
Expansion highlights6 records
Summerfest competitors and assessment
Company assessmentDirect peers
- Lollapalooza: Major multi-day U.S. music festival with multiple stages, large headline acts, and corporate sponsorships. Closely comparable to Summerfest in format, scale, ticketing tiers, and target demographic of festival-going music enthusiasts.
- Coachella Valley Music and Arts Festival: Iconic destination music festival operated by Goldenvoice (AEG) with multi-stage programming, premium tier experiences, and a deep sponsor roster. Comparable to Summerfest as a multi-day multi-stage music festival with tiered ticketing and significant economic impact.
- Austin City Limits Music Festival: Multi-weekend music festival held in Zilker Park, Austin, organized by C3 Presents. Highly comparable to Summerfest as a multi-weekend, multi-stage, sponsor-supported music festival with tiered general admission and premium ticketing.
- Bonnaroo Music & Arts Festival: Multi-day destination music festival with dozens of stages and hundreds of artists. Comparable to Summerfest in scale of artist lineup, multi-day duration, and reliance on a concentrated annual event window.
- New Orleans Jazz & Heritage Festival: Long-running, culturally iconic multi-weekend music festival produced by a nonprofit foundation. Closely comparable to Summerfest's nonprofit ownership structure, multi-weekend format, broad genre mix, and deep community impact mission.
- Stagecoach Festival: Country-music-focused multi-day festival produced by Goldenvoice (AEG) at the same Empire Polo Club venue as Coachella. Comparable to Summerfest as a multi-stage destination festival with premium ticketing tiers and large headline acts.
- Governors Ball Music Festival: New York City-based multi-day music festival with multi-stage programming, headline acts, and corporate sponsorships. Comparable to Summerfest in target demographic, multi-stage structure, and ticketing approach.
- C3 Presents: Austin-based concert and festival promoter that produces Austin City Limits Music Festival, Lollapalooza (with partners), and other events. Comparable to Summerfest as a festival promoter/operator with multi-stage multi-weekend format and tiered ticket products.
Broad incumbents
- Live Nation Entertainment: World's largest live entertainment company operating festivals, concerts, ticketing, and venues (including Ticketmaster). Indirectly comparable as the broader industry incumbent whose scale and ticketing infrastructure shape Summerfest's competitive and operational landscape.
- AEG Presents: Major live entertainment promoter and venue operator (parent of Goldenvoice, which produces Coachella and Stagecoach). Comparable to Summerfest as a promoter/festival organizer with portfolio scale and venue-based monetization.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Summerfest social profiles
Digital presenceSummerfest financial estimates
Financial estimateRevenue estimate
Valuation estimate
Summerfest leadership team
Management profileNumber of profiles
Profiles1 record
Summerfest funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Summerfest M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Summerfest
What does Summerfest do?
Summerfest operates the World's Largest Music Festival, a 9-day annual music event held across 75 acres of Henry Maier Festival Park along Lake Michigan in Milwaukee, featuring approximately 600 artists across 12 stages. The organization produces and sells festival admission tickets, premium amphitheater concert tickets, multi-day passes, and premium viewing experiences, complemented by on-site food, beverage, merchandise, parking, and corporate hospitality offerings including private venue rentals and a tiered Business Alliance membership program.
Is Summerfest a public or private company?
Summerfest is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Summerfest founded?
Summerfest was founded in 1968.
Where is Summerfest based?
Summerfest is headquartered in Milwaukee, United States, in the North America region.
How does Summerfest make money?
Six revenue lines are on record. Ticket Sales are the primary driver. The others are merchandise Sales, private Events & Venue Rentals, food, Beverage & Hospitality, corporate Sponsorships and parking Services.
Who are Summerfest's main competitors?
Direct peers on record are Lollapalooza, Coachella Valley Music and Arts Festival, Austin City Limits Music Festival, Bonnaroo Music & Arts Festival, New Orleans Jazz & Heritage Festival, Stagecoach Festival, Governors Ball Music Festival and C3 Presents. Broad incumbents are Live Nation Entertainment and AEG Presents.
Does Summerfest have an API?
No public API is recorded for Summerfest.
What industry is Summerfest in?
Summerfest's product category is Live Music Festival & Event Production. Its primary akta.pro industry code is MPAIAFAC, Festival & Event Producers/Organizers. Its NAICS code is 711310 and its SIC code is 7900.