By Matt Mueller Culture Editor Published Jun 26, 2023 at 6:01 PM Photography: Summerfest

Festival City is hopping this summer! OnMilwaukee's Festival Guide is brought to you by Potawatomi Hotel & Casino. Escape the heat and step inside! 

College: not exactly known as a money-saver these days ... that is, except on Friday afternoon, when several of your favorite local higher education institutions will team up to help you save some cash getting into Summerfest with Show Your College Pride Day.

Sponsored by CW18, My 24 and yours truly OnMilwaukee, this admission promo gets you into the Big Gig on Friday for the smallest possible cost: zero dollars. That's right: Attendees who arrive at the midgate promotions booth between noon and 3 p.m. on Friday, June 30, wearing a hat or shirt repping one of six participating colleges and universities will score a free admission ticket – valid for the day and time of the deal. Those higher education institutions include:

  • Carroll University
  • Herzing University
  • Marquette University
  • MATC
  • UW-Milwaukee
  • UW-Whitewater

That's not the only way to snag free Summerfest admission on Friday, however. Attendees can also simply show their high school ID at the midgate promotions booth between noon and 3 p.m. to earn a free admission ticket for that day. And as another bonus, those high school students who start their FAFSA by Thursday, July 6, can also collect a free admission ticket for the Big Gig. 

To snag your FAFSA-induced free ticket, reach out to – and for information about Show Your College Pride Day, click here. And don't forget all the other ways to save bucks getting into the Big Gig; you can find the full list of admission promos for 2023 right here

Here's to seeing you at Summerfest on Friday – and here's to saving some money in the process that can maybe go toward those student loans instead. (Who am I kidding: It's going toward beverages and Saz's sampler platters.)

Matt Mueller Culture Editor

As much as it is a gigantic cliché to say that one has always had a passion for film, Matt Mueller has always had a passion for film. Whether it was bringing in the latest movie reviews for his first grade show-and-tell or writing film reviews for the St. Norbert College Times as a high school student, Matt is way too obsessed with movies for his own good.

When he's not writing about the latest blockbuster or talking much too glowingly about "Piranha 3D," Matt can probably be found watching literally any sport (minus cricket) or working at - get this - a local movie theater. Or watching a movie. Yeah, he's probably watching a movie.