Milwaukee World Festival Inc. is exploring increased public use of Henry Maier Festival Park, which hosts Summerfest and various ethnic and cultural festivals.
The park, located on 75 acres on the shore of Lake Michigan, has seen a significant increase in activity since the COVID-19 pandemic, seeing an 83% boost in events in 2023 compared with 2019.
Milwaukee World Festival announced Monday the release of a request for proposals to consider expanded opportunities for future programming and improvements at Henry Maier Festival Park, which is owned by the city of Milwaukee and leased to Milwaukee World Festival under a long-term agreement.
Milwaukee World Festival, which maintains and develops the park, has, along with its sponsors, invested more than $160 million in capital improvements since 2003.
The land was designated for public use and has provided the public with recreational opportunities and cultural celebrations for decades.
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“Henry Maier Festival Park is one of Milwaukee’s treasures, representing one of our community’s most important lakefront assets,” Milwaukee World Festival Chairwoman Mary Ellen Stanek said. “As part of this process to explore additional programming, Milwaukee World Festival intends to deepen our partnership with the city of Milwaukee, including aligning Milwaukee World Festival’s goals with the city’s vision to grow Milwaukee.”
The exploratory process will unfold over the next year and include a competitive request for proposals, selection of a firm, on-site study and a report from the successful firm. Consultant firms invited to respond will include nationally recognized companies with expertise in developing hospitality, entertainment districts and venues.
In 2023, Henry Maier Festival Park hosted more than 1.2 million guests through Summerfest, cultural festivals, concerts and nonprofit events, as well as public access to the Northwestern Mutual Community Park and Lakeshore State Park.
This activity provided more than $318 million in economic impact to the state and $263 million to the city. Milwaukee World Festival hired more than 2,300 total staff in 2023, made up of 79% Milwaukee County residents and 66% city of Milwaukee residents.
“We are excited to consider future opportunities to expand the use of Henry Maier Festival Park, while remaining committed to our nonprofit mission to provide a showcase for the performing arts, exposure to ethnic heritage and cultural traditions, recreation for the public and employment opportunities,” Milwaukee World Festival President and CEO Sarah Pancheri said.
