The U.S. Cellular Connection stage will be demolished and replaced for a new, larger stage for Summerfest 2018.
The announcement was made Thursday during the year-end meeting of the Milwaukee World Festival, Inc., Board of Directors.
The change is part of a new ten-year agreement between U.S. Cellular and Milwaukee World Festival, Inc.This agreement continues a collaboration that began in 2005 when U.S. Cellular first became a Summerfest sponsor.
“We are thrilled to extend our commitment to Summerfest and help take ‘The World’s Largest Music Festival’ even further in the coming years,” said Jay Ellison, executive vice president of operations at U.S. Cellular. “Our stage is a source of pride for all of us at U.S. Cellular, including our customers, and we look forward to improving the guest experience by introducing the latest wireless technology, new guest amenities and an improved sound experience come 2018.”
At public announcement, U.S. Cellular offered virtual reality headsets to provide a 360 degree glimpse of what guests will experience at the new stage.
“After virtually experiencing today what our guests will experience for themselves at the new U.S. Cellular stage area, I am even more excited for 2018,” said Don Smiley, president and chief executive officer of Milwaukee World Festival, Inc. “Our 50th edition in 2017 will be our biggest party on record, but we have huge plans for the future. The debut of this new stage in 2018 will lead us to the next 50 years.”
The new U.S. Cellular Connection Stage will offer improved patron amenities and access, with a focus on providing an exceptional guest experience.
The renovation project will include:
- A completely rebuilt stage, completed in time for the 51st Summerfest in 2018, after the current U.S. Cellular Connection stage is torn down following the 2017 festival.
- Increased capacity and improved access for attendees, while featuring a stunning backdrop of the Milwaukee skyline and the lakefront.
- A larger performance area, enhanced production capabilities and improved artist amenities that will accommodate larger acts.
- A 25-foot LED video screen, the largest video screen on the grounds, for enhanced views of performances from any location in the stage area.
- An open-air backstage loft area that will be used for artist meet and greets and interviews, as well as exclusive hospitality experiences with up front viewing of the stage for customers and contest winners.
- Mobile device charging amenities around the stage area, including benches with charging ports along the lakefront.
- Redesigned bar area to provide attendees with better access and accommodations.
The current U.S. Cellular Connection Stage was last upgraded in 1996 and, according to Smiley, has been a very popular location for Summerfest fans due to its central location.
Longtime Summerfest collaborator Eppstein Uhen Architects have been selected to concept, design and lead the project into construction. As provided in the lease between the City of Milwaukee and Milwaukee World Festival, Inc., this capital project is subject to the review and approval by the Board of Harbor Commissioners on behalf of the City of Milwaukee.
