Briggs extends Summerfest sponsorship for new Big Backyard

Wauwatosa-based Briggs & Stratton Corp. agreed to a 10-year extension of its Summerfest sponsorship through 2020, Milwaukee World Festival Inc. announced.
John Boler, vice president of sales and marketing for Summerfest, declined to disclose the terms of the deal.
“We are pleased to continue our sponsorship of Summerfest and Milwaukee World Festival Inc.” said Todd Teske, chairman, president and chief executive officer of Briggs & Stratton. “Our long term commitment to the festival only parallels our commitment to the Milwaukee community in bringing world-class entertainment right here in our own backyard.”
“They share our vision of providing customers with quality and a world-class music experience,” said Don Smiley, president and chief executive officer of Milwaukee World Festival.”
As part of the deal, Briggs will partner with Summerfest on the reconstruction of the Brigg’s & Stratton Big Backyard stage area. The Big Backyard improvements are part of the $25 million, two year renovation project that began recently for the south end of the Summerfest grounds.
Improvements to the Briggs & Stratton Big Backyard will include a new stage with video screens and a new two-story structure with food and beverage sales on the first floor and a VIP viewing deck on the second floor. The Big Backyard will also have new seating and an improved configuration for traffic flow, Boler said.
The improvements for the south end renovation project also include a new South Gate and box office, restaurants, walkways, merchandise areas, restrooms, beer stands and other features.
The city of Milwaukee’s Board of Harbor Commissioners recently approved the first phase of the south end renovation project.
The first phase of the south end renovation project, including the new Briggs & Stratton Big Backyard, is expected to be complete in time for the 2011 Summerfest. The second phase is expected to be complete in time for Summerfest 2012.