Milwaukee World Festival, Inc., the fine folks who bring you Summerfest, just announced some changes for 2021, including new dates that focus on weekends: June 24-26, July 1-3, and July 8-10.
According to their press release, titled "More Weekends, More Headliners":
"With the cancellation of the 2020 festival, it gave us a reason to roll up our sleeves and get to work. We analyzed the charts, guest surveys, and the event landscape and ultimately determined that you, our fans, have been asking for a bigger experience. So, we couldn't be more excited to be able to bring more weekends and more headliners to the already blockbuster Summerfest lineup, while maintaining our commitment to our mission of providing an accessible and affordable world-class experience."
Traditionally, Summerfest took place over 11 consecutive days, generally running the week spanning June and July and the weekends on either side. Around 2011, they began taking the Monday in that stretch as an "off" day, meaning the festival had 11 days of activity but actually stretched across 12 days. When it became clear Summerfest 2020 couldn't be held in traditional fashion, they announced for a while that Summerfest would take in September, over three consecutive long weekends. With COVID still a concern, that ended up being cancelled too, but it gave them a chance to explore that date pattern as a new possibility for the future.
The release also detailed what they felt were some of the newer benefits of this schedule. They noted:
- "We can book more national talent during the day and throughout the festival
- A longer booking window gives us a better chance to book the artists that you want to see
- Better chances of sunny days during the unpredictable Wisconsin summers"
They also stress multiple genres of music that will embrace inclusiveness, that the cost of admission will remain such that Summerfest will continue as "one of the most affordable music festivals in the nation," and that free admission promotions will continue.
Milwaukee World Festival, Inc. will also book more concerts at the new American Family Insurance Amphitheater and the BMO Harris Pavilion before and after the festival dates, which, as they state, accomplishes "maximizing the use of these gorgeous venues and Henry Maier Festival Park."
Now we just hope for a more normal and successful 2021!