Miller Lite

Special Attractions 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 special attractions Summerfest 2021

Special Attractions


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

Whether you prefer to sit and relax and take in beautiful views of Lake Michigan or get out on the water, The Summerfest Landing with Freedom Boat Club is the place to be. Freedom Boat Club will be offering FREE Lake Michigan boat rides daily from noon to 6 p.m. Stop by the Freedom Boat Club tent located just south of the Summerfest Landing to sign up for your free ride and learn how Freedom Boat Club can get you and your family out on the water at your favorite vacation destinations throughout the country!

Celebrate Oktoberfest At Summerfest

Saturday, September 18 • 12:00 - 9:00 p.m.

New this year! Join us at the Klement's Sausage and Beer Garden for an Oktoberfest themed celebration featuring live polka music, fun contests, and more. Enjoy delicious Klement's sausages and ice cold Leinenkugel's Oktoberfest.


Everyday of Summerfest noon - 9:00 p.m.

Live music is back! And so is The American Family Insurance House - here to celebrate the passion, discovery, connections, memories, and dreams made and shared around music. Stop by the most exclusive venue at Summerfest where the biggest names will return to the small stage and amazing local talent will win your heart. Hang out on a photo that captures your taste in music. Located near the Mid Gate Fountain. Open 12:00 – 9:00 p.m. daily. Sponsored by American Family Insurance


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. Sponsored by Miller Brewing Company

Gruber Law Offices Sportszone with News radio 620 WTMJ

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. Presented by B93.3.

Northwestern Mutual Community Park

Everyday of Summerfest

This entirely redeveloped entertainment space for families offers inclusive and accessible play for children ages 2 – 12 years of age

bubly Bar

Located on the Lakewalk

Check out the new bubly Bar at Summerfest on the lake walk and enjoy your favorite bubly cocktails and mocktails while taking in beautiful views of Lake Michigan. While there, check out the swing photo op for the perfect festival selfie and head to Snapchat for a fun, custom Summerfest filter! 


9/9-9/11 and 9/16-9/18 - Noon – 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 noon – 11:30 pm 9/9-9/11 and 9/16-9/18. 


Brand Experiences

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

Next Door

September 4, 16, 17, 18 :Northwestern Mutual Community Park

Next Door offers families high-quality and personalized early childhood education programs to help get children ready for school! We serve children from birth to five years old with two center-based locations and a home visitation program for families who can’t come to us. We also offer prenatal services for expectant mothers and parent engagement programs throughout the year. Program Highlights include Center- based hours: Monday-Friday 8 am to 3 pm (extended hours for qualified families) Small classes with highly qualified teachers, Breakfast, lunch and snack, Medical/dental screenings, Language, math, science, art curriculum, Behavioral support services, Special education services, Diapers, wipes and formula (Infants, Toddlers) Library visits and field trips (Preschool, 4K, 5K), A Family Advocate who provides extensive support services – like healthcare, employment and housing resources – to ensure parents have what they need to succeed. For more information visit 

BioLife Plasma Services

September 16 - September 18 : South End

Create brand awareness and need for plasma donation, educational literature, prize wheel game for giveaway promo items, provide info to register to become a donor if they wish. For more information visit :

U.S. Army Recruiting

September 2 - September 18 : Lake Walk

The U.S. Army is made up of the most dedicated, most respected Soldiers in the world. These Soldiers protect America’s freedoms while serving at home and abroad, and they are always prepared to defend the nation in times of need. For more information visit

Wisconsin Conservatory of Music Presents: MusiCreation Station

September 2 - September 18

The MusiCreation Station, an innovative first-of-its-kind mobile music-making sound lab, has all of the musical technology you need to express your creativity and pique your curiosity! Bringing digital music technology directly to the community, the Wisconsin Conservatory of Music and its faculty will be partnering with local artists and experts in digital music-making to guide and encourage creativity no matter what skill level or prior experience you may have. Keyboards, electronic percussion instruments, microphones, headphones and speakers will be available for anyone who wants to join in on the fun!

For more information visit 

Drink Wisconsinbly

September 2 - September 18 : South End

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.  For more information, visit

*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.

The United States Marine Corps

September 2 - September 18: Mid Gate

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 


September 2 - September 18

Visit the CROSSNET activation to play the revolutionary new sport that combines all the action of volleyball with the beloved blacktop game, four square. The perfect game for all ages, CROSSNET is the perfect game for the beach, backyard, the gym, or even in the pool!

For more information visit 

Lou Malnati's Pizzeria

September 2 - September 18 : Northwestern Mutual Community Park

Visit the Lou Malnati’s Pizzeria tent where we’re dishing up fun for the whole family. Spin the pizza wheel or play pizza toss to win exclusive offers, gift cards, Lou’s gear or even free pizza for the whole year. Visit us on Lou Malnati’s Children’s Fest day on September 4th where kids can get crafty with fun activities and art projects. Bring your child’s artwork to any Wisconsin Lou Malnati’s location after the Fest and redeem it for a FREE personal pizza. More details available at

Knockerball Southern Lakes

September 2 - September 18 : South End

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 

Power of Humans

September 2 - September 18 : Lake Walk

Power of Humans exhibit will be open 12 pm to 8 pm the duration of the festival. Experience the most positive place on festival grounds with a sticky note wall where you can share your own positive messages along with thousands of others. Take a photo in front of an epic Instagram-able wall feature. Stop by for a chance to win concert tickets, swag and more. The first and last weekend from 8:30 to 11:30 we will feature a silent disco by ((Therapy.)) a therapeutic entertainment group. For more information visit

Iron Joc Performance Gear

September 2 - September 18 : South Market

Iron Joc offers advanced performance gear and apparel designed from the inside out. Our innovative Enduretech Nano Silver super fabric naturally activates, seeks-out, and eliminates 99.9% of all odor-causing bacteria. Enduretech’s lightweight materials allow for fast-drying and wicking, a cooler cool down, and anti-static four-way stretch developed for all shapes and sizes. It’s gear made to look good, feel great, and not get in your way. At Iron Joc, it’s not about the logo on the outside, it’s about the technology on the inside. Because It’s What’s Inside that matters. For more information visit: 

Window Select

September 2 - September 16: Mid-Gate Area

Our activation will include literature on our company and products. For more information visit