Summerfest Store workers busy preparing for opening day

Posted at 6:25 PM, Jun 27, 2017
and last updated 2017-06-27 19:25:08-04

There will be plenty of new sites to see on the Summerfest grounds this year, including the big, red, and all new festival store.

Smack dab in the middle of Maier Festival Park sits the fresh TSMGI Summerfest Store.

Inside it’s abuzz with activity in preparation for opening day.

Stocking shelves and filling racks is nothing new, but special stuff for the 50th festival celebration is.

But the bigger story here may be the extended agreement between Summerfest and The Specialized Marketing Group, through 2022, paving the way for an investment in infrastructure and improving the customer experience.

Dan Elias, TSMGI vice president, said the permanent building will be, “More comfortable than it has been in the past.  Obviously we now have skylights and air conditioning and we’re sealed from the weather.”

Some of the seasonal employees are eager to show off the new digs and share some good times with all the customers.

Summerfest Store Worker Caroline McQuillen thinks, “It’s going to help the customers be happier.  Happy customers, happy workers.”

Meantime, TSMGI President and CEO Jordan Bressler believes there’s something special about Summerfest and its connection with the community, which inspired his company’s growing involvement.

“The people of Milwaukee just embrace it.  So we were really excited to come in and be a part of it and have an opportunity to tie our brand to the marketplace,” he said.