Summerfest turns big 4-0

FOR SOME, TURNING 40 is traumatic. But not for Summerfest, “the world’s largest music festival,” which has seemed forever young since its inception in 1967.

“Smile On” is the theme of the 40th edition of what was once described as the “Big Gig.” Opening June 28 and continuing for 11 music-filled days through July 8, Summerfest plans to make its 40th memorable for new attendees as well as returning fest fans.

 “From advertising, exhibits, products and promotions, we are looking back at the tremendous history of the event and looking forward to a bright future, all at the same time,” commented Don Smiley, president and chief executive officer of Milwaukee World Festival, Inc.

Summerfest was the vision of the late mayor Henry Maier, who believed it could revitalize downtown Milwaukee and unite the community. Over the years, the festival grounds have been expanded and improved to accommodate growing numbers of music fans from the Midwest and throughout the country. Today, Summerfest extends from the 23,000-capacity Marcus Amphitheater on the south to 10 permanent stage areas, 45 diverse food and beverage vendors and four unique marketplaces – all along the shore of Lake Michigan.

The Summerfest grounds also are the site of many of the city’s world-renowned ethnic festivals, beginning with Polish Fest this month and continuing through Indian Summer in September. Numerous other events call the Summerfest grounds home during the spring, summer and fall.

Significant Summerfest anniversary events include:

• Commemorative merchandise sold at all Boston Store locations throughout Wisconsin as well as at the festival grounds.

• An anniversary bash held on the final day of Summerfest, July 8, with free admission between noon and 4 p.m.

• A special exhibit focusing on Summerfest’s advertising and promotional campaigns over the past 40 years. The exhibit opened in May at the Eisner Museum of Advertising and Design, 208 N. Water St. A portion of the exhibit will be at Summerfest’s “Cool Down Lounge” during the 11-day run.

• A drawing for a Summerfest 40th Anniversary Commemorative Harley-Davidson Fat Boy Motorcycle and other anniversary prizes. The final drawing for the signature Milwaukee motorcycle will be at the Miller Oasis on July 8.

Naturally, the music coming from Summerfest’s many stages is the centerpiece of the festival.. For the Marcus Amphiteater performers, see KEY Music listings on page 14. For the latest information on the entire festival, visit www.summerfest.com.