Immersive and Brand Experiences

Even the hottest days are cool at Summerfest. With so much to explore, fest-goers can enjoy lots of different activities and attractions every day. Plus, check out new products and samples from the nation's biggest brands exhibiting at Summerfest. More details are listed below in regard to the new and returning experiences Summerfest 2022

For the first time ever - a free acoustic concert with country music star Rodney Atkins will take place on a boat docked at the Summerfest Landing on opening day. Also, new for 2022 is the Official Milwaukee Brewers Tailgate at the Gruber SportsZone and electric bike test rides from Wheel & Sprocket.

Immersive Experiences


Saturday, July 2 • 3:00 pm

Head to the Gruber Law Offices Sportzone on Saturday, July 2 at 3:00 p.m. to cheer on the Milwaukee Brewers as they take on the Pittsburgh Pirates in Pittsburg at 3:05 p.m. Listen to a live broadcast of the game from WTMJ 620 AM. Interact with the Milwaukee Brewers Street Team, Bernie Brewer™ and Barrelman™. Challenge your friends to a game of cornhole, giant Jenga, or giant Connect-4. Participate in challenges for a chance to win prizes and enjoy a snack and beverage at our ballpark style concession experience.


Friday, July 8 • starting at 2:00 p.m.

Advocate Aurora Health Care and Telemundo Wisconsin are proud to welcome Clave y Afinque, Making Movies, Gilberto Santa Rosa for Latin Music Day at the Briggs & Stratton Big Backyard. Stop by the Briggs & Stratton Big Backyard to enjoy Latin Tropical music and Salsa music starting at 2:00 p.m. on Friday, July 8.


Saturday, July 9

Join Wheel & Sprocket on July 9th in Urban Park as they provide Electric Bike test rides including bikes from Serial 1! Learn what the buzz is all about, what makes them a fun and healthy alternative, and how to connect with the electric bike community in Southeastern Wisconsin.


Everyday of Summerfest noon to 6:00 p.m. (weather permitting)

Join All Blue Planet, Freedom Boat Club and partners to learn about great ways to connect with the water. From 12:00 p.m. to 6 p.m. each day, visitors will have the opportunity to join the movement and commit to making water a bigger part of their lives and turn that commitment into action by participating in the following activities:

Special daily programming includes a free acoustic concert with country music star, Rodney Atkins, on Thursday, June 23 at 5:45 p.m. on a Lowe boat on the water, playing for everyone on the shore. 

Other programming at the Summerfest Landing includes:

  • Free boat rides compliments of Freedom Boat Club, the largest membership boat club in the world. Sign up between 12:00 p.m. – 5 p.m.  Trips will leave the dock every 30 minutes.
  • BoatClass will be hosting an “on-water classroom” to learn more about boating.
  • On select days, attendees will learn how to cast a fishing line at targets through CatchCo.
  • Free on-water paddleboard demonstrations are also available compliments of Hyperlite.
  • Water Talks each day will provide insight on how you can get closer to the water every day.
  • All Blue Planet Showcase tent with prizes and giveaways each day.


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 or playing at the brand new shuffleboard courts.

bubly Bar experiece with Pepsi

Located on the Lakewalk

Mix and mingle with bubly on the scenic waterfront! Relax and enjoy the selection of refreshing mixology beverages while taking in the sights and sounds. Bring your fest self and snap a memorable photo in the bubly swing booth. Hang out with your friends or family while challenging each other to a playful lawn game.

Gruber Law Offices Sportszone with News radio 620 WTMJ AND ESPN MILWAUKEE

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 Division BMX Stunt Team, Brew City Wrestling, Milwaukee Admirals, and much more!


Everyday of Summerfest

Your day at Summerfest would not be complete without a stop at the “Splash Pad.” Kids of all ages can splash and play the day away while keeping cool.

Northwestern Mutual Community Park

Everyday of Summerfest

Kids of all ages can enjoy family-focused entertainment and activities in the Northwestern Mutual Community Park, featuring accessible play surfaces and equipment, family-focused activities, onstage performances, and exhibits. The family services building located in the park features accessible family restrooms, nursing mother’s stations, and sensory rooms.


Everyday of Summerfest • 12:00 p.m. - 11:30 p.m.

Jump aboard this giant Ferris wheel located on the south end of the grounds and enjoy spectacular views of Summerfest, Milwaukee’s downtown, and Lake Michigan. Operating from 12 p.m. – 11:30 pm.


June 24, June 30, July 2, July 7, and July 9 • 3:00 p.m.

The Parade will start at the south end of Henry Maier Festival Park at the American Family Insurance Amphitheater Forecourt and complete a full lap around the festival grounds. The Summerfest Parade will take place on Friday, June 24, Thursday, June 30, Saturday, July 2, and Thursday, July 7 at 3:00 p.m. as well as Saturday, July 9 at 4:00 p.m.


Everyday of Summerfest noon to midnight (weather permitting)

Take a ride on the MKE Airport Skyglider, a true family favorite! Located high above the main walkway, this gentle ride provides passengers with a scenic view of Henry Maier Festival Park, Lake Michigan, and the entertainment below. One-way and round-trip fares are available. Height Restriction: 48” must be accompanied by a responsible person.

Fares per person.


Everyday of Summerfest

Come down to the Summerfest Dockside Bar with Fiduciary Management, Inc. every day of the festival and take in the views of Lake Michigan and the downtown skyline while sipping on your favorite beverage. The Dockside Bar, located on the south end of the park features plenty of shaded and outdoor seating with fireplaces adding to the evening ambiance.


Everyday of Summerfest noon - 8:00 p.m.

Located near Mid Gate, the American Family Insurance House is the most exclusive venue at Summerfest and a must-see destination for all concertgoers. While inside the House, you can experience the interactive engagements that the American Family House offers, including customizing your festival swag, snapping photos in the photo booth, relaxing in the backyard, hanging out on the rooftop and more! We can’t wait to see you there.


Brand Experiences

Make sure you check out the new products, samples, and great activities from the nation's biggest brands exhibiting on the grounds.


June 23 - June 25, July 7 - July 9

The Life Science business of Merck KGaA, Darmstadt, Germany, which operates as MilliporeSigma in the U.S. and Canada, employs 26,000 and operates 52 manufacturing sites worldwide. With a portfolio of more than 300,000 products focused on advancing scientific discovery, MilliporeSigma collaborates with the global scientific community to impact life with science Our teams in Milwaukee, Sheboygan, Madison and Verona are working to bring new therapies to patients to treat today’s toughest health challenges. Start an exciting career with MilliporeSigma today. Scientific and non-scientific roles are open at our Wisconsin locations. More details available at: 

Knockerball Southern Lakes

June 23 - June 25, July 7 - July 9

Knockerball is a fun, entertaining activity for adults and children alike. It’s as fun to watch as it is to play. Knockerball participants are strapped into a large inflatable ball that fits from over your head to below your tailbone. You’re strapped in with a safety harness and have handles to hold on to. Once in the ball you can participate in a “hitting free for all” or do somersaults and rolls. Knockerball is a unique, one of a kind experience that we’re proud to bring to all Summerfest enthusiasts! For more information visit 

Pure Leaf Lower Sugar - Subtly Sweet

June 23 - July 2

Pure Leaf Lower Sugar is bringing a Subtly Sweet flavor lineup to Summerfest! We will be handing out samples to anyone who stops by our vehicle. More details available at: 

Lou Malnati's Pizzeria

June 24 Children's Fest Day

Come one, come all to Cirque du Lou! Pick up a map of fun and join in on the Lou Malnati’s Children’s Fest Day activities, including stopping by the Lou Malnati’s tent for fun with carnival games, craft and coloring stations, the chance to win free prizes, and more. More details available at

ONE Brands

June 23 - July 9

More info here: 

Milwaukee Education Partnership

June 23 - July 9

Stop by the Milwaukee Education Partnership tent to complete your FAFSA by July 8 and receive a free Summerfest general admission ticket. More information at: 

Hope for the Day

June 23 - July 9

Hope for the Day is a non-profit organization empowering the conversation on proactive suicide
prevention and mental health education. Through outreach, education, and taking action in our
community, we can be proactive in the mental health care of ourselves and others. Stop by our tent to
learn more about our mission, share what gives you hope, and pick up some merchandise as a
constant reminder that IT’S OK NOT TO BE OK.® More details available at:  

Samsung Foldable Touch

June 23 - July 9

The Samsung Foldable Touch Campaign is an active fun experience for event attendees to get their hands on the Galaxy Flip & Fold while learning about the Galaxy Ecosystem of connected devices. More details available at: 

Milwaukee Public Schools

June 23 - July 9

Join Our Team! MPS offers rewarding career opportunities and is committed to student achievement! More details available at: 

Universal Windows Direct of Milwaukee

June 23 - July 9

Window displays will be onsite, along with photo/selfie booth items to give attendees a free momento from the fest. More details available at: 

Drink Wisconsinbly

June 23 - July 9

If you’ve ever dreamed of visiting a gift shop on wheels*, your dream is about to come true. The Drink Wisconsinbly Van is loaded with all the DW merchandise you know and love from our website and retail locations. You’ll find everything you need to display your state pride on your head, torso and, of course, in your drink-holding hand. *You should really aspire to greater things in life than this. It’s really cool, but there are far more interesting things to dream about. More details available at: 

Capital Vacations

June 23 - July 9

Vacations of a lifetime brought to you by Capital Vacations. Be sure to stop by the Capital Vacations booth for your chance to spin and win a prize. More details available at: 

U.S. Army VR Experience

June 23 - July 9

U.S. Army Adventure Semi. Visitors can experience what it's like to be a Soldier through Virtual Reality. Exhibits include VR Army Parachuting with the Golden Knights, VR Welding Simulator, Augmented Reality Sand Table, EOD Robot, HTC Vive and Oculus Rift displays, and more! Talk to Soldiers about their careers and learn about the benefits of serving in the U.S Army. For more information visit

The United States Marine Corps

June 23 - July 9

Marines from across the state will challenge festival goers to preform various feats of physical prowess for a chance to  win various Marine Corp Branded material. They will also be happy to answer any questions you have about the Marine Corps and how it can help you achieve your goals.

For more information vist 

Cheez-It #SnapdMyLunch Event

June 30 - July 2

This summer, an ELITE SNACK SQUAD hits the road to rescue unwitting Americans from their sad, boring lunches... freeing them from the dull, dreary tyranny of ordinary chips! This squad will stop at nothing to Save Lunch, so don’t miss your chance to get deliciously rescued! More details available at: 

Nintendo Switch Road Trip 2022

June 30 - July 2

The Nintendo Switch™ Road Trip hits the road this summer, visiting Summerfest on 06/30-07/02 to bring you and your family hands-on playtime with the latest member of the Nintendo Switch family, Nintendo Switch – OLED Model!

Come play demos of the latest games, including Nintendo Switch™ Sports, Mario Strikers™: Battle League, and Kirby™ and the Forgotten Land. More details available at: 

Festival Foods

June 30 - July 9

Enjoy family fun and activities with Festival Foods, win prizes, and check out our Festival Foods Big Cart. The Biggest Grocery Cart in the Midwest! More details available at: 

AARP Rocks

June 30 - July 9

AARP is a proud sponsor of the 2022 Summerfest! Stop by June 30-July 2 and July 7-9 to enjoy fun and free activities including a music trivia game, a cool “mixtape” with downloadable playlists, a photo booth and so much more. AARP members always get more, with us, so show us your membership card and get TWO spins at our special prize wheel. Be sure to download and register for the AARP Now app for great info on everything AARP. AARP Rocks and so do you at the 2022 Summerfest! More details available at: 

BUBBL'R Antioxidant Sparkling Water

July 7 - July 9

Meet water's bubblier and more energetic best friend, BUBBL'R! Stop by to try different flav'rs of BUBBL'R, take photos with the BUBBL'R Jeep, and get some BUBBL'R swag! More details available at: 

BioLife Plasma Services

July 7 - July 9

Create brand awareness and the need for plasma donation, provide educational literature, along with a prize wheel game for giveaway promo items. More details available at: