Summerfest gears up for 50th with new Miller Lite Oasis stage

September 15, 2016


The Miller Lite Oasis at Summerfest will include a new stage along with other improvements.

MILWAUKEE - As Summerfest prepares to celebrate its 50th season, MillerCoors will renovate its longstanding Miller Lite Oasis stage area at Henry Maier Festival Park on the lakefront.

MillerCoors also will support a reconfigured marketplace and permanent glass building Summerfest retail store with air-conditioning, Milwaukee World Festival, Inc. announced. The marketplace and Summerfest store neighboring the MillerCoors area will be funded by Milwaukee World Festival.

“As one of our hometown markets, we will continue to invest in Milwaukee and are proud to support one of the greatest music festivals in the country,” said James T. Wright III, general manager of Wisconsin for MillerCoors.

Completion is scheduled for the 2017 festival season. Eppstein Uhen Architects of Milwaukee and Hunzinger Construction Co. of Brookfield have been selected to manage the project.

“We are absolutely thrilled to once again renew our partnership and work with MillerCoors to renovate and upgrade the Miller Lite Oasis,” said Don Smiley, president and CEO of Milwaukee World Festival, Inc. 

No financial figures or square footage were announced.

The renovated stage area will incorporate design elements reflective of the historic Miller Brewery and Miller Valley while eliminating visual obstructions.

The Miller Lite Brew House will be a new side stage bar with covered space for patrons. It will have front-row access through MillerCoors promotions.

The Hospitality Deck will be significantly expanded.

A new viewing deck and redesigned bar areas at Miller Lite Oasis will improve access and accommodation.

The Miller Lite Oasis, built in the 1970s, was last upgraded in 2006.