Summerfest officially cancels for 2020; City of Milwaukee allows bars, restaurants to begin reopening

For the first time in 53 years, summer in Milwaukee won't have a Summerfest. 

The crown jewel for the City of Festivals, and the largest music festival in the United States, was canceled for the first time Thursday in a unanimous vote by the board of Summerfest's parent company, Milwaukee World Festival Inc.

In March, Milwaukee World Festival had announced plans to condense the 11-day bash into a nine-day event in September. But the public health emergency continues, and the major touring acts Summerfest and other festivals rely on are continuing to remain off the road. 

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"Given the information available today, and the uncertainty surrounding very large gatherings, we cannot in good conscience proceed with the festival this year," Don Smiley, Milwaukee World Festival CEO, said in a statement.

The news came as Wisconsin's coronavirus case total approached 20,000, with 492 more added Thursday. That number is a function of both the spread of the disease and the number of tests given. Of 12,148 new tests announced Thursday, 4% came back positive — the highest percent positive in five days.

Ten more deaths were added to the state's official count Thursday, bringing the total to 626.

One of those was Mike Jackson, a 45-year-old father of eight and assembly line worker at Briggs & Stratton in Wauwatosa. Jackson, who died last week reportedly after collapsing on the job, was working "at an exhausting pace, in tight quarters with other workers" because Briggs & Stratton considered him essential, according to a release from Voces de la Frontera.

The organization, which advocates for immigrants and low-wage workers, held a video press conference Thursday. Chance Zobor, Briggs & Stratton grievance representative with United Steelworkers Local 2-232, said the company was never clear about steps workers needed to take to keep themselves safe, and Jackson had worked for weeks while experiencing symptoms of COVID-19. 

"I believe Mike would be alive right now if the company had put safety first, if they put people over profits, and if they put lives over lawnmowers," Zobor said.

Christine Neumann-Ortiz, executive director of Voces, said the communications staff at Briggs & Stratton had reached out to her, and "they did commit to meeting with us and working in partnership to address these concerns."

One piece of good news on Thursday: Bars and restaurants in the city of Milwaukee will be allowed to reopen Friday at 25% capacity for in-person service, Mayor Tom Barrett said. Owners of establishments in the city have been particularly frustrated watching bars and restaurants reopen across much of the state.

Outside dining areas also will be allowed to reopen, and bars and restaurants will be allowed to apply for permits to offer additional dining on city sidewalks and some streets.

U.S. Centers for Disease Control and Prevention guidelines say dining with outdoor seating — with tables spaced at least 6 feet apart — is safer than indoor dining. Also, informal surveys show people are more likely to patronize restaurants with outdoor dining.

Restrictions will be loosened in a number of other areas. Businesses can operate at 50% capacity with a maximum of 250 people; child care centers can operate at 50% capacity; and public and private gatherings will be allowed at 25% capacity with a maximum of 250 people.

Barrett said the decision to ease restrictions comes after Health Commissioner Jeanette Kowalik and other officials reviewed data on coronavirus cases from the last week.

"We are counting on business owners to make smart decisions," Barrett said.

That's exactly what the mayor said was done with Summerfest.

"The uncertainties from the COVID-19 crisis are very daunting, and I understand the decision and I support the decision, and it's an unfortunate decision," Barrett told the Journal Sentinel. "I think everybody would love to see Summerfest. It creates a lot of jobs for young people, and that's something that we need right now."

Refunds for Summerfest general admission tickets are available at summerfest.com through July 17. If patrons choose to keep them, general admission tickets and passes will be honored for Summerfest 2021. Summerfest officials said dates for next year will be announced in the coming weeks. 

"No one knows how many concerts are canceled globally and tours taken down and tours moved to 2021," Smiley said. "You have to ask yourself, at some point, when it is not a full-throttle Summerfest, when are we compromising to put on the show that people have grown to know and love and expect?"

Some headliners scheduled to play this year have already confirmed they'll be at Summerfest next year. Dave Matthews Band, originally booked for July 2, will now play Summerfest's American Family Insurance Amphitheater on July 1, 2021. Halsey, booked for July 3, will play the same date next year. 

Chris Stapleton and Sheryl Crow, booked for June 30, will now play the amphitheater July 8, 2021. Justin Bieber and Guns 'N Roses are rescheduling their tours but have yet to announce new Summerfest dates. 

There's no word yet if four amphitheater headliners booked for 2020 — including Sam Hunt, Luke Bryan, Blink-182 and Khalid — will reschedule. Refunds will be automatically issued if they're canceled, or available within 30 days of a new date being announced.

Seven shows at the BMO Harris Pavilion had been announced for the 2020 festival. Tickets for those shows will be refunded automatically. People who purchased pavilion show tickets in cash will need to return them to the Summerfest box office for a refund.

All of this is the last thing festival operators could have anticipated. With the live-music industry celebrating massive growth over the past decade, Summerfest officials plotted a two-year, $53 million rebuild of their amphitheater to remain competitive.

Beyond the Big Gig, it was supposed to be the venue's busiest year since 2004, with eight shows lined up for after the festival. All but one show — KISS on Sept. 15 — have either canceled or postponed their appearances to next year. 

Nevertheless, Smiley said he felt good about the business' long-range projections and is negotiating for a line of credit if needed from BMO Harris Bank. No full-time employees will be laid off or furloughed, although they are taking pay cuts.

The festival's cancellation leaves a substantial hole in a local economy that's come to a standstill. And no one knows whether audiences will come back when things open up. According to a poll issued in late March by Nielsen Music and MRC Data, 21% of respondents said they wouldn't attend a concert for at least five months after the pandemic ends. 

In a nation saturated with festivals, Summerfest stands apart, boasting the most diverse lineup in the country, with more than 800 acts performing for more than 700,000 people each year. Compared to most festivals of its stature, Summerfest is more affordable; daily general admission for 2020 had been set to top off at $23. 

Now, all that is gone, along with the annual ethnic festivals that helped earn Milwaukee its identity as the "City of Festivals."