Features
Babisch Talks Summerfest
Milwaukee’s Summerfest has been around since 1968 and is still going strong. It touts itself as the world’s largest festival, and there’s a case for it. How big is it? One year, when Summerfest considered hiking its beer prices, the news was big enough for the Associated Press to pick up the story. The festival traditionally lasts 11 days filled with music and food, and brings in almost 1 million visitors. The “Big Gig” is held at Henry Maier Festival Park on Milwaukee’s lakefront, and this year’s festival kicks off June 26.
Longtime entertainment director Bob Babisch tells Pollstar this year’s Summerfest will be even better than usual.
First of all, believe it or not, this is the first time we’ve spoken to you at length. Can you please give a quick rundown of your history?
I started here in 1977 or ’78. I’ve lost track! I was studying in the theatre business when I hooked up with a company called Daydream Productions, doing some of their backstage running. Randy McElrath, Alan Dulberger and Charlie Fain owned it. I did that for a few years. I moved over to the Edgewood Agency. I moved over here when all the guys running Summerfest decided to go to Chicago to start Chicago Fest.
I got a call one day, on a Wednesday, and by Thursday I had a job here. I’ve been the entertainment director since 1978.
One of the stories about Summerfest that sticks in our minds is
When I first started here there were a lot of temporary stages and we gradually built permanent facilities. And we got some beautiful ones now. The Marcus Amphitheater was built because of that Huey Lewis story. It was just so overcrowded at the old venue that we decided we had to have something to index out reserved seating. So we built the Marcus Amphitheater that year. It has 23,000 seats with 18,000 of them reserved. Nine-thousand of them are reserved under covered stadium-style seats and above that are another 9,000 bench-style reserve seats. Above that is lawn.
We also built a mini-amphitheater next to it called the BMO Harris Pavilion that opened last year, and that’s 5,000 seats under cover and room for another 5,000 above that. And there’s a myriad of full-time facilities sponsored by Harley Davidson, Miller, Briggs & Stratton – the list goes on and on. It’s a complete facility with permanent stages so we don’t have to worry about the wind anymore.
So what’s happening this year?
This year it’s just off to a good start, I think. We didn’t build anything new, which is unusual. But tickets are selling and I’m starting to get a good vibe out there for business in general.
What are the highlights?
The philosophy of Summerfest is to hit all genres. The Marcus Amphitheater is a hard-ticket show, but that also includes a ticket into the Summerfest site. Or you can buy a ticket to get through the gate and any bands you see on the grounds, besides the Marcus Amphitheater, are free. So you pay $15 or there’s always a way to get in free every single day of the week. And you can see bands like
How do you get in free?
There’s always a way. Opening day is Stop Hunger Day. Bring two non-perishable food items, you get in free. We have Kids Day, which is Tuesday, July 2. From noon to 3 p.m. you can walk in for free. There’s always some kind of discount out there. And if people want to search those discounts, you can get in free every day. We do an 11-day ticket pass for $66.
How much is subsidized by the city?
None. We survive solely by sponsorships. And that’s why it’s so inexpensive to get in. Other festivals have a higher ticket price and the sponsorship signage may be a little less.
It’s a people’s festival. We’ll do 900,000 visitors in 11 days. And they think of it as their festival. “We’re going to our Summerfest.” And that’s why we want to be as eclectic as possible.
Why do you think Summerfest is so well known outside of Milwaukee?
One, I think because the lineup is eclectic. Two, inexpensive. The whole damned city closes down for 11 days. They’re coming here to have a real good time. And I like our business model of getting good sponsorship deals and entertainment at a low price.
Now the amphitheater has standard prices – you’re going to pay to see the
There’s this feeling that things are looking up.
I can see that in ticket sales for the amphitheater shows. And I hear it from other people, too – that people are buying tickets. I’m starting to feel the economy is turning around. I’m sure housing has a lot to do with it. People are feeling they have a little more money in their pockets and they’re not going to lose their jobs. We had a tough summer here last year. We had four days over 100 degrees and four over 95. I think the year before it may have hit above 90 once all summer. It was brutal and it hurt our business but I think this year it will come back, and come back strong.
Do you still check out other festivals?
We do a little bit, but there’s not a lot of time. A couple happen right before Summerfest and a few happen after, so we’ll go to Lollapalooza and check it out. Last year we had people go to ACL.
We’ve always had a situation where acts leave during our time period and go to Europe because Glastonbury starts at the beginning of Summerfest, and then there’s a whole run of European festivals. An act can go over there for a whole run. Some will be here early for Coachella and Bonnaroo, then leave for Europe and are back for Lollapalooza and ACL, so that’s been a problem but this year we see a couple festivals sprouting up so I hope some of these acts will stay.
How about food?
Oh God! Do you know how many restaurants are in this place? That’s another thing that’s different than other festivals, except for maybe New Orleans. We have 45 local restaurants.
Anything you would like to impress upon the readers?
Get some hotel rooms now because this is the best bargain and the most fun you’ll have this summer. Come out for a long weekend. If you don’t want to go to the amphitheater, three days will cost you about 50 bucks and you’ll have the time of your life.
Marcus Amphitheater headliners for this year’s Summerfest include The Avett Brothers and Violent Femmes with special guest Edward Sharpe & The Magnetic Zeros June 26; fun. June 27; Tom Petty & The Heartbreakers June 28; New Kids On The Block with special guests 98 Degrees and Boyz II Men July 2; Luke Bryan with special guests Thompson Square and Florida Georgia Line July 3; Rush July 4; Tim McGraw with Brantley Gilbert and Love and Theft July 5; John Mayer with special guest Phillip Phillips July 6; and the Eagles July 7. Please visit Summerfest.com for more information.