Early data declares Summerfest 2010 profitable
Attendance at Summerfest in 2010 increased 2.5 percent over last year and was profitable for another consecutive year, according to preliminary data for the 11-day music festival released by Milwaukee World Festival Inc. Friday.
Officials said that data also indicates that Summerfest also increased revenue in key categories and grew sponsorships.
Combined revenue totals derived from gate and concert ticket sales for the festival, as well as food and beverage commissions, exceeded last year’s totals in the same categories by 1.3 percent. Dollar figures were not disclosed.
Attendance was 856,254, or 20,575 more than last year’s attendance of 835,679 and 25,230 more than Summerfest 2008 attendance of 831,024.
Milwaukee World Festival President and CEO Don Smiley noted that this year’s overall results were consistent with 2010 objectives and business plan, which called for profitability while maintaining comfortable attendance levels for Summerfest fans.
“Between the great talent lineup, excellent weather and aggressive sales and marketing programs for festivalgoers and sponsors, we managed to grow our numbers while the economy continues to present significant challenges,” said Smiley.
He also noted the emphasis on paying to get quality musical talent, including increased spending on talent on ground stages by 3 fast cash advance loan.5 percent, while keeping admission ticket prices the same for the fifth consecutive year.
Overall sponsorships of stages, various areas throughout the grounds and ticket promotions increased. Sponsorships included new marketing partnerships with Johnson Controls, Chrysler, Jeep, Dodge, Ram Trucks, TheCOOLTV, Klement’s and others. Summerfest grew its account base in business group sales from 505 accounts in 2009 to 631 accounts this year to help drive corporate ticket revenue.
New initiatives this year included the launching of a sit-down restaurant on the waterfront, Sazama’s Lakeside Grille.
Excluding independent restaurant, exhibitor and vendor staff, Summerfest employed approximately 2,000 workers in preparing and operating the event, equating to a nearly $1.6 million payroll. Summerfest also was supported by over 400 volunteers.
A recent study conducted by a third party research firm indicated Summerfest generates approximately $180 million in direct and indirect economic impact for the community.
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