Yep. That’s the the story. Milwaukee’s July 3 Lakefront Fireworks—sponsored by American Family Insurance, T&M Partners, the Milwaukee Brewers, and Milwaukee County Parks—have been canceled. Because of the ongoing COVID-19 crisis, of course. There you have it.
“We’re obviously disappointed for the many Wisconsin residents who have made the lakefront fireworks an Independence Day tradition,” says Judd Schemmel, American Family Insurance associate vice president of community investment and partnerships, in a press release. “However, the continuing uncertainty of the pandemic and concern for the health and safety of participants made it the right decision. American Family looks forward to continuing our support of this iconic community event in 2021.”
With no fireworks to spend money on (and no plans to reschedule in 2020), American Family Insurance will donate to the new Milwaukee Parks Foundation instead.
“We know this was a difficult decision for American Family Insurance and their partners, and we agree it’s the correct decision,” says Milwaukee County Parks Executive Director Guy Smith in a press release. “We look forward to seeing the display return even bigger and better in 2021.”