In terms of millennial appeal, Summerfest’s annual roster has been inconsistent. About 66% of millennial women surveyed are more likely to attend a festival because of a specific lineup, according to GMR. The festival boom is a major part of that increase, and that’s significantly driven by experience-starved millennials, particularly women.Ībout 32 million Americans attended at least one festival in 2015, according to Billboard of those, 14.7 million were between the ages of 18 and 34.Īccording to New Berlin-based GMR Marketing, about 76% of millennial women attend more than one festival a year. The North American concert industry is also growing, reaching $7.3 billion in ticket sales in 2016, the fifth consecutive record year. Census Bureau data released in April 2016. Numbering around 75.4 million, millennials have eclipsed boomers in size, according to U.S. RELATED: From Future to Willie Nelson, these are the 15 acts you have to see at Summerfest RELATED: Full interactive Summerfest schedule RELATED: Journal Sentinel's Summerfest page View Gallery: Photos: Summerfest 50's American Family Insurance Amphitheater Acts However, the biggest piece of the pie is millennial, and I see that continuing going forward.” “Our lineup offers something for everyone, that’s true. “It’s hard to get through a day and not hear the word ‘millennial’ before noon,” said Don Smiley, CEO of Summerfest’s parent company, Milwaukee World Festival Inc. The other star attractions include 20-year-old budding pop star Alessia Cara fraternal country-pop duo High Valley and EDM act the Chainsmokers headlining the American Family Insurance Amphitheater. Third Eye Blind is the oldest act, but the veteran alt-rock band was still relevant enough to play Lolla last year. Beginning at 5 p.m., the Briggs & Stratton Big Backyard will host rising hip-hop stars from Chicago and Milwaukee, including recurring Chance the Rapper collaborator Saba and local scene leader WebsterX.Īnd the headliner lineup that day looks more like something you’d see at hip mega festival Lollapalooza in Chicago than at Summerfest. From 2 to 7 p.m., 10 EDM acts will take over most of the grounds stages. One group playing the BMO Harris Pavilion is even called Boomer Nation.īut Summerfest will definitely look a little different on Independence Day.
There’ll be cover bands in the early afternoon, and through the night at JoJo’s Martini Lounge. There’ll still be family entertainment at the Gruber, Kohl’s and Northwestern Mutual stages. Watch Video: 5 takeaways from the Summerfest 50 lineupįrom its inception 50 years ago, Summerfest was designed to be the people’s festival with a diverse array of daily entertainment.įor the first time, Summerfest’s talent buying team has designed a day’s lineup largely for millennials.
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