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Summerfest announces new stage that replaces Harley-Davidson

Posted at 7:33 PM, Nov 09, 2020
and last updated 2020-11-09 20:35:02-05

MILWAUKEE — Milwaukee World Festival has announced a new sponsor that replaces Harley-Davidson in Summerfest.

Generac Power Systems, a Waukesha-based energy company, will now sponsor a stage at the world's largest music festival, Milwaukee World Festival confirmed in a news release Monday evening.

The 'Generac Power Stage,' as it will now be known, will be undergoing renovations, including new video screens, theatrical lighting, seating and security, among other upgrades.

“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, in the statement. “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.”

The agreement between Generac and the festival includes a 'Military Appreciation Day' promotion, allowing all active-duty military personnel and veterans, along with their families, free admission to Summerfest during the promotion.

The renovations are scheduled to be completed for Summerfest 2021.

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