The excessive heat wave took a toll on Milwaukee’s Summerfest, with attendance declining 8.3 percent to 805,437 this year from 878,636 in 2011.
Milwaukee World Festival Inc. officials announced preliminary data indicating that Summerfest, the World’s Largest Music Festival, increased revenue in key business to business categories including sponsorships, business group sales and exhibitors by 11.4 percent.
The 11 day event and festival fans battled heat indexes in the 90’s and 100’s on eight operating days.
The combined revenue derived from gate ticket sales as well as food and beverage commissions decreased by 7.5 percent compared with last year’s totals in the same categories.
Though extreme heat impacted attendance and consumer spending in 2012, Summerfest’s business-to-business revenues were up 11.4 percent.
“We are very pleased with our business to business sales results, however, the extended heat impacted the attendance and revenue results this year. In the outdoor event business, weather is always a risk. This year’s extreme stretch of heat was something that this region has not seen for decades and unfortunately prevented many Summerfest fans from coming out to enjoy the event,” said Milwaukee World Festival president and chief executive officer Don Smiley. “The talent lineup, new BMO Harris Pavilion, 45th anniversary promotions, food and beverage offerings all were fantastic, and I am proud of what our team and vendor partners did to make this year’s 45th Anniversary special. We are thankful to everyone who supported and attended Summerfest this year and hope next year’s event will have great Summerfest weather once again.”
Milwaukee World Festival, Inc. completed Phase Two of a two-year $35 million renovation of 22-acres of the 75-acre site, Henry Maier Festival Park. Phase Two featured a new state of the art covered venue, the BMO Harris Pavilion.
“I could not be more pleased with the results of our Phase One and Phase Two South End renovation project. Specifically, the new BMO Harris Pavilion is a dynamic, high-quality venue that enhances and celebrates our beautiful lakefront with amazing views of the water and delivers superior production, sightlines and amenities to attendees,” stated Dan Minahan, chairman of the board of Milwaukee World Festival. “We hope patrons and entertainers alike will enjoy the new venue for decades to come.”
