The first-ever Summerfest merchandise store outside the grounds of Henry Maier Festival Park in Milwaukee, Wisconsin, has been unveiled at Milwaukee Mitchell International Airport.
At 3,466ft² (322m²), the new outlet, located inside the main terminal, is the largest retail space at the airport, selling primarily merchandise from Summerfest, the self-styled “world’s largest musical festival” and a focal point of summer in Milwaukee
The new store features Summerfest t-shirts, drinkware, hats, a one-of-a-kind Summerfest branded guitar, a Harley-Davidson motorcycle display, and unique merchandise from more than 30 other local vendors. Among the vendors featured are Brew City Brand, Drink Wisconsinbly, and more than 15 Wisconsin artisans and small business owners.
The brands were brought together in collaboration with Paradies Lagardère, a longtime Milwaukee concessionaire, and its Airport Concessions Disadvantaged Business Enterprise (ACDBE) partner, Mark II.
“Summerfest is synonymous with Milwaukee, and we are thrilled that our airport was chosen as home to the first and only Summerfest store outside the festival grounds,” said county executive Chris Abele. “This partnership reflects Milwaukee County’s commitment to providing travelers with a distinctly Milwaukee experience, showcasing our beloved city to millions of visitors from all over the world.”
Summerfest Marketplace is part of a major transformation, due to be completed by June 2020, of nearly two dozen shops and restaurants at Milwaukee. The airport’s agreement with Paradies includes 30% participation from local Disadvantaged Business Enterprises, which exceeds the county’s goal of 25%. This partnership highlights Milwaukee County’s commitment to racial equity by supporting local businesses owned by women and people of color.