Generac Power Stage to replace Harley-Davidson Roadhouse on Summerfest grounds

MILWAUKEE (CBS 58) -- Milwaukee World Festival, Inc. and Generac Power Systems have announced a new long-term partnership, to include the title sponsorship of a major Summerfest stage.

The Generac Power Stage will replace the Harley-Davidson Roadhouse stage, featuring "state-of-the-art video screens and performance production capabilities that will significantly enhance the fan experience," according to a press release. "Cutting-edge, theatrical lighting" will also be added.

“We are thrilled to welcome Generac to the dedicated group of corporate sponsors who ensure Summerfest continues to offer world-class entertainment to our community and throughout the globe,” said Don Smiley, President and CEO of Milwaukee World Festival, Inc. “Upgrades at the Generac Power Stage will enhance the festival experience for fans and artists alike, and we are grateful to Generac for their leadership, generosity and vision. This management team understands our community, are great communicators, and possesses a big picture view of Summerfest.”

All upgrades are scheduled to be completed for Summerfest 2021.

Generac will also sponsor the festival's annual Military Appreciation day promotion, which allows all active-duty military personnel and veterans, along with up to four family members, free admission to Summerfest during the promotion.

“Generac is one of the largest-and fastest growing-employers in Wisconsin, and we could not be more excited to become a major sponsor of Summerfest,” said Aaron Jagdfeld, Chairman and CEO of Generac. “The Generac Power Stage, which will be reimagined and improved, will be a magnet for Milwaukee festival goers and is one more way for us to give back to the city and to the region.

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