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Milwaukee's Daily Magazine for Friday, April 18, 2014

Fri
Hi: 45
Lo: 32
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Sun
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In Festival Guide

This year's Summerfest took place during a record heat wave.

'World's largest music festival' a little less large due to historic heat wave


Milwaukee World Festival, Inc. announced this afternoon that attendance at this year's Summerfest was 805,437, constituting a drop of 8.3 percent from 2011, when 878,636 people passed through the gates.

The showing is still impressive considering that the 11-day festival (June 27-July 1 and July 3-8) had to contend with Mother Nature. On eight of the days heat indexes were in the 90's and 100's and on five of the days there were Official Heat Advisories and Excessive Heat Warnings issued by the National Weather Service for Milwaukee County.

Combined revenue from ticket, food and beverage sales decreased 7.5 percent from last year. And business to business revenue increased 11.4 percent, due largely to new sponsorships like BMO Harris Bank and U.S. Cellular.

"In the outdoor event business, weather is always a risk. This year's extreme stretch of heat was something that this region has not seen for decades and unfortunately prevented many Summerfest fans from coming out to enjoy the event," said Milwaukee World Festival, Inc. President and Chief Executive Officer Don Smiley.

"The talent lineup, new BMO Harris Pavilion, 45th anniversary promotions, food and beverage offerings all were fantastic and I am proud of what our team and vendor partners did to make this year's 45th anniversary special."


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