WAUKESHA,WI— Generac Power Systems, based in Waukesha, announced Monday a new long-term partnership with Milwaukee World Festival, which includes title sponsorship of a major stage at Henry Maier Festival Park, according to a statement on Generac's website.
The Generac Power Stage will replace the Harley-Davidson Roadhouse with major improvements to the stage design and operations, prominently featuring state-of-the-art video screens and performance production capabilities that will significantly enhance the fan experience. Cutting-edge, theatrical lighting will also be added to the stage, making it a first-class live music venue on the lakefront, the release said.
“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 CEO of Milwaukee World Festival, Inc in the release.
“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.”
Summerfest, billed as the "world's largest music festival," will be back in 2021 with three weekends of music.
Summerfest 2020 was canceled in early June amid ongoing concerns about the safety of large gatherings due to the COVID-19 pandemic in Wisconsin. The 2020 festival was the first time it has been canceled in its 53-year history.
All upgrades are scheduled to be completed for Summerfest 2021, the release said.
Generac will also sponsor the festival’s annual Military Appreciation Day admission promotion and will become the Official Power Technology Sponsor of Summerfest, according to the release.