Waukesha-based Generac Power Systems will replace Harley-Davidson as a Summerfest stage sponsor, the company and Milwaukee World Festival, Inc. announced.
The sponsorship deal includes title rights for the former Harley-Davidson Roadhouse, which will become the “Generac Power Stage,” along with several improvements to the stage design and operations. Financial details of the deal were not disclosed.
Harley-Davidson announced last weekit was ending its Summerfest sponsorship after 23 years, citing the company’s “overhaul” of its business as part of its “Rewire” strategy.
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“We are thrilled to welcome Generac to the dedicated group of corporate sponsors who ensure Summerfest continues to offer world-class entertainment to our community and throughout the globe,” said Don Smiley, president and chief executive officer of MWF. “Upgrades at the Generac Power Stage will enhance the festival experience for fans and artists alike, and we are grateful to Generac for their leadership, generosity and vision. This management team understands our community, are great communicators, and possesses a big picture view of Summerfest.”
The new Generac stage design will incorporate video into an expanded building footprint and will feature four screens. Other stage improvements will include an improved ADA seating configuration, enhanced security and hospitality operation infrastructure and access, additional stage theatrical rigging capacity and production technology infrastructure, and a new pylon sign with high definition digital displays showcasing artist schedule and information, MWF said.
All upgrades are scheduled to be completed for Summerfest 2021.
“Generac is one of the largest, and fastest growing, employers in Wisconsin, and we could not be more excited to become a major sponsor of Summerfest,” said Aaron Jagdfeld, chairman and CEO of Generac. “The Generac Power Stage, which will be reimagined and improved, will be a magnet for Milwaukee festival goers and is one more way for us to give back to the city and to the region.”
Generac will also sponsor Summerfest’s annual Military Appreciation Day admission promotion, which will provide all active-duty military personnel and veterans, and up to four family members, free admission to Summerfest during the promotion. The company will also become the “official power technology sponsor” of the festival.