IMMERSIVE EXPERIENCES
Yield
Everyday of Summerfest
Step into a cosmic cornfield and be immersed in a glowing swirl of light, sound, and sculpture at this brand-new Summerfest experience in 2024! Featuring tens of thousands of individually addressable LEDs with a multi-channel sound system, moving light and sounds, this one-of-a-kind immersive experience developed by FuzzPop Workshop, draws on childhood memories of getting lost in fields of corn and turns that familiar memory into an otherworldly experience.
A new immersive light and sound experience, developed by FuzzPop Workshop with support from Milwaukee World Festival, Inc., Herzfeld Foundation, Astor Street Foundation, Heil Family Foundation, and Wilson Family Foundation.
Located near the South gate.
AMERICAN FAMILY INSURANCE HOUSE
Everyday of Summerfest
Located inside the Mid Gate, the American Family Insurance House is the most unique and intimate venue at Summerfest. Hosting exclusive shows from various festival headliners, the house is a must-see destination for all concertgoers. While you’re there, immerse yourself in the unique and interactive experiences the House offers: customized festival swag station, immersive photo booth, relaxing backyard and rooftop hangout. The House is open 12:00 p.m.– 8:00 p.m.
M&M’S Sound Waves DJ Series
Everyday of Summerfest
Close out Summerfest every night with a dance party at the Aurora Pavilion with DJs spinning a new genre each night, including hip hop, country/EDM mash ups, Latin music, R&B, pop hits, 80’s retro night, and an emo music takeover!
US MODE LOUNGE WITH USCELLULAR
Everyday of Summerfest
Enhanced lounge area at the UScellular® Connection Stage
Designed to foster meaningful connections and promote healthier digital habits. NEW - Digital Photo Activity - visitors can step onto a rendition of the UScellular Connection Stage and immerse themselves in an AI photo activity that will allow them to create their own digital band poster on the UScellular Connection Stage, plus much more.
MILLER LITE BREWHOUSE
Everyday of Summerfest
Check out the Brewhouse Experience featuring Bars & Recreation, located on the right side of the Miller Lite stage. You can win prizes, including Front Row Passes to the Miller Lite Oasis, by sinking a hole-in-one.
The Lil Gig
Everyday of Summerfest
The ultimate Summerfest experience for kids. The Lil Gig, happening in the Northwestern Mutual Community Park, features onstage programming with local community arts groups, magic shows, and a nightly Kids Boogie Down DJ dance party, hands on activities, face painting, henna tattoos, hair coloring, and much more. Learn more here.
GRUBER LAW OFFICES SPORTSZONE WITH NEWS RADIO 620 WTMJ, ESPN MILWAUKEE, AND 101.7 THE TRUTH
Everyday of Summerfest
The Gruber Law Offices Sportszone is the ultimate destination for sports fans! This area offers interactive daily programming, including sports demonstrations, clinics, and entertainment from the BMX Stunt Team, 4 Seasons Skate Park, and much more!
NORTHWESTERN MUTUAL COMMUNITY PARK
Everyday of Summerfest
Features one of Milwaukee’s largest and most accessible playgrounds, plus daily activities for children and family-focused programming. The family services building located in the park features accessible family restrooms, nursing mother’s stations, and sensory rooms.
Summerfest Dockside Bar with Fiduciary Management Inc.
Everyday of Summerfest
The only place during Summerfest to offer a sit-down dining experience with table service. Located at the south end of the park, it features plenty of shaded outdoor seating with fireplaces and great lakeside views.
The Supermoon, presented by Black Creek Cheddar
Everyday of Summerfest
Every good Wisconsinite knows the moon is made of cheese! This supersized 20-foot tall, illuminated moon is a photo op that can’t be missed! Come say “cheese” – and sample some too! – while enjoying shaded lakefront picnic table seating, located on the lake walk just inside the Mid Gate.
Keg & Cask
Everyday of Summerfest
Serves a variety of craft beers from Terrapin, Hop Valley, and Leinenkugel’s, as well as craft cocktails featuring Five Trail Whiskey and Barmen Bourbon, located on the south end of the grounds.
STARRY SIT N SIP
Everyday of Summerfest
Mix and mingle with Starry, the new lemon-lime soda from PepsiCo, on the scenic waterfront! Relax and enjoy the selection of refreshing cocktails and mocktails while taking in the sights and sounds. Bring your fest self and snap a memorable photo in the Starry photobooth and hangout with your friends and family while grabbing a free sample of Starry.
FLAVOR BAR WITH MOLSON COORS
Everyday of Summerfest
Located on the north end of the grounds, Flavor Bar will serve a refreshing mix of flavors featuring varieties of Vizzy Hard Seltzer, Topo Chico Hard Seltzer, Simply Spiked, and Happy Thursday. Guests will enjoy seating and activities at the Flavor Bar.
The Mid Gate Market
Everyday of Summerfest
Located just inside the Mid Gate, this NEW store offers an assortment of grab n go snack items, cold sandwiches, sundries, and fest essentials for purchase.