MILWAUKEE — The Big Gig is back again.
Summerfest kicks off its three-weekend run on Thursday, June 22. The world’s largest festival lasts until July 8. As Summerfest prepares for a return to normalcy, patrons can expect a host of new vendors and elements on the grounds.
“On the north end, we have the Johnsonville Summerville area, which is a great backyard experience with an intimate setting for a lot of local bands,” said Jason Stuewe, Vice President of Planning and Development. “We have the American Family Insurance house, which will have some great acoustic performances from some of our headliners before they go on stage.”
Summerfest also boasts a new hole-in-one barge where people can hit golf balls on the lagoon to win cash prizes. There are new food and drink options as well.
“The Frito’s Legacy Diner is a great opportunity for patrons on the south end of the grounds,” Stuewe said. “We’re opening up a new bar called Keg & Cask with 12 different draft beers and craft cocktails.”
New vendors include Ian’s Pizza, Nashville North, El Hefe Mexican Grill and more. Summerfest has also added a new hard seltzer lounge.
Summerfest is celebrating its 55th anniversary this season. After three years of COVID-19, vendors are looking forward to welcoming back a more familiar Summerfest experience.
“You saw it with Pridefest with more people coming down and you saw it with Polishfest,” said Brian Ward, who owns Ward’s House of Prime and runs three vendor booths at the Summerfest grounds. “I think people are ready to come back down and it’s kind of exciting to go back to what it was.”
Ward said he scheduled additional staff this summer to prepare for that. His total is now at 54, which surpasses the number of staff at his brick and mortar restaurant.
“It’s just being able to push out the product when the crowds are here,” he said. “We prepare where we’re hand-rolling the prime rib bites and we have to make 100,000 for the festival.”
Ward has been a vendor for 13 years. Working the booths is a family affair for him.
“I’ve always liked doing the festivals,” he said. “My kids come down and work with me, which is a neat thing for me.”
For people looking for transportation options to the Summerfest grounds, Stuewe said there are new additions in that area as well. That includes the return of a partnership with Milwaukee County Transit.
“You can park for free at the College Avenue park and ride, or the Brown Deer Avenue park and ride and take a shuttle directly to the gates,” he said. “We also have a free option through Milwaukee County Transit and that is the BRT Connect route that’s traveling from Watertown Plank park and ride.”
Stuewe mentioned The Hop, a free mode of transportation in Milwaukee, along with bar bus shuttles. A new rideshare operation is also set up this season, which provides easier access for people arriving via Uber and Lyft.
For detailed information about parking, transportation, music headliners and vendors, click here.