Half a century ago, Summerfest was created as a way of bringing the community together while also showcasing Milwaukee. Now, 50 years later, much has changed at the Big Gig, but those central missions stay the same. 

Today, Summerfest announced several promotions, activities and more tied in with the Big Gig's big 50th anniversary coming up this summer. Here are several of the highlights:

Promotions and giveaways

Turning 50 on the 50th 

All visitors turning 50 in 2017 will be admitted for free from noon until 8 p.m. on Sunday, July 2. Patrons must show valid ID that they were born in 1967 at the designated turnstile at any gate.

Summerfest 50 Classic Free Ride Giveaway 

A restored 1968 Oldsmobile Cutlass 442 Convertible is up for grabs in this giveaway contest from Summerfest and WTMJ Radio. Sign up to win either at the festival or online at WTMJ.com, and a winner will be selected at the Briggs & Stratton Big Backyard at 6 p.m. on Sunday, July 9.

Throwback Thursday 

Already announced, Throwback Thursday – in addition to showcasing old school artists like Tommy Tutone, Fishbone, The Suburbs and Soul Asylum – will offer 50 percent off on all beverages (excluding smoothies and ice cream drinks) from noon until 6 p.m. on Thursday, June 29. In addition, Pick 'n Save customers can receive four free Big Gig tickets – valid on June 29 from noon until 6 p.m. for every $50 they spend at a Pick 'n Save location from May 10 through June 13. The deal is limited to three offers, or 12 tickets, per transaction. 

Summerfest 50 historical exhibit

With the help of the Milwaukee County Historical Society, Summerfest created a series of historical exhibits to celebrate this milestone, spread across several parts of the city.

At Summerfest

An installation will be on display on the Summerfest grounds, open daily from noon until 8 p.m. during the Big Gig. Fans can be a part of the exhibit's digital photo mosaic by submitting a photo to Summerfest's official website by May 21. 

At Milwaukee County Historical Society

The full exhibit will be on display at the Milwaukee County Historical Society – complemented by the current exhibit, "Melodies and Melodies: 300 Years of Milwaukee Music" – from May 19 through Sept. 29. A special open house happy hour event will take place at the Historical Society from 4:30 until 7 p.m. on June 14, as a part of the kickoff for River Rhythms in Pere Marquette Park.

Around Wisconsin

A traveling display will hit several Pick 'n Save locations throughout the months of May and June, landing on the following dates and locations:

• May 10-22: Brown County Library
• May 24-June 5: Sheboygan County Library
• June 7-17: Wisconsin Historical Society
• June 20-26: University of Wisconsin-Milwaukee Libraries

"50 Years of Smiles"

"50 Years of Smiles" is a book tracing the history of rock 'n' roll through Summerfest, going decade by decade through how the Big Gig grew into the world's largest music festival – complete with photos of the renowned acts and artists that helped it flourish over the years. The book is available to order for $15 on Summerfest's website beginning on Wednesday, May 9, as well as at the Summerfest store during the festival. 

HomeGrown Collection

The HomeGrown merchandise collection features locally sourced and designed apparel and gifts, from businesses including Orchard Street Apparel, Too Much Metal, Milwaukee Home, Words & Images, Wiskullskin, James Steeno Gallery, Orange Pops, Drawstring Studio, Fiore Boutique, Local Change, BlackPaint Studios and Whaleskin Illustration. Much of the HomeGrown Collection will be for sale at the mid-gate Summerfest store during the festival, as well as before the Big Gig at Boston Store and Summerfest's website. 

50 Days of Summerfest

Through its social media channels, Summerfest will be celebrating the lead-up to its 50th anniversary in the 50 days before the festival's opening – May 9 through June 27 – through exclusive prizes, special events and more throughout the Milwaukee community. They will include:

Celebrating 50 years with Penfield Children's Center 

During a private event, Summerfest will bring a morning of music to the children of Penfield on Friday, May 12.

Picnics in the Park

Summerfest will host several free picnics in the park, featuring free music and activities, in the lead-up to the Big Gig's opening. 

MAM After Dark

The Milwaukee Art Museum will feature a Summerfest-themed MAM After Dark on Friday, May 19 from 7 until 11 p.m., showcasing the past 50 years of the Big Gig and celebrating its history with entertainment from Ian & The Dream, DJ Shawna and Those Hip-Hop Guys from 91.7 WMSE.

Bublr Bikes on Summerfest

Buber Bikes will offer a free ride day on Friday, June 2, compliments of Summerfest. 

NEWaukee Night Market 

The Big Gig will take part in the NEWaukee Night Market on Wednesday, June 14, featuring a unique projection of the Summerfest 50 poster, as well as a limited edition poster created by BlackPaint Studios up for sale. 

For more information on the 50 Days of Summerfest – or any other Big Gig anniversary events or shows – visit the festival's website. And stay tuned to OnMilwaukee for more updates about Summerfest 50 as they become available.