File this one under It’s January, So Let’s Talk About Summerfest (Presented By American Family Insurance): Tuesday morning, Milwaukee World Festival, Inc. unveiled renderings of the new Uline Warehouse Stage coming to Summerfest 2019. Located on the north end of Henry Maier Festival Park, the upgraded stage will boast locally sourced natural building materials, an expanded footprint, better lighting and sound, a new video screen, a new permanent bar area, and more. If you’ve ever been underwhelmed watching the Gin Blossoms and/or George Thorogood & The Destroyers at the old Uline Warehouse, prepare to be overwhelmed this summer. Also, “Weird Al” Yankovic played the Uline Warehouse once, so it’s forever cool in our book.

Here’s the full press release, preceded by that one Gin Blossoms song from Empire Records. God, this song is good.

Milwaukee World Festival, Inc. and Uline Reveal New Stage Details

MILWAUKEE, WI (January 15, 2019) – Milwaukee World Festival, Inc. officials revealed renderings and details for the new Uline Warehouse Stage, which is currently under construction on the north end of Henry Maier Festival Park.

The new stage will incorporate natural materials including locally-sourced lannon stone and cedar to integrate into the area’s lake-side setting. The renovation project will include:

• A new reimagined stage and seating area with expanded footprint to accommodate larger crowds
• Expanded production capabilities, including lighting and sound
• Elevated VIP area with bar and restrooms
• New video screen (previously video was not available for the Uline Warehouse Stage)
• New permanent bar area
• New ADA viewing area with easier access and better sightlines
• Festival services area for information and wheelchair and stroller rentals

“The new Uline Warehouse will significantly enhance the festival experience for our patrons” said Don Smiley, President and CEO of Milwaukee World Festival, Inc. “We are grateful to Uline for their ongoing support to maintain Henry Maier Festival Park as a world-class facility. Milwaukee World Festival, Inc. is only able to make these improvements with the assistance of our sponsors.” he added.

“ULINE is thrilled to introduce this new amenity to Henry Maier Festival Park for Milwaukee to enjoy” said Brian Shenker, Uline Vice President of Customer Development. “As one of Wisconsin’s premiere employers, Uline knows the importance of giving back to our community and we love that our role at Summerfest allows the public access to affordable entertainment in a natural setting.”

The current Uline Warehouse Stage was last upgraded in 2003, according to Smiley, and represents an extensive effort to renovate the north end of Henry Maier Festival Park, including major developments introduced during summer 2018 (North Gate & Community Plaza, U.S. Cellular Connection Stage and Klement’s Sausage & Beer Garden.

Uline has been a sponsor of Summerfest presented by American Family Insurance since 2011, currently as the sponsor of the Uline Warehouse with Miller Lite, as well as official status as the Official Office Supplier of Summerfest. Over the past several years, the Uline Warehouse has hosted a wide variety of headliners including Hunter Hayes, Chris Issak, T-Pain, Michael McDonald, Joan Jett & The Blackhearts, OK Go, Brett Eldridge, “Weird Al” Yankovic, The Chainsmokers and many, many more.

Longtime Summerfest collaborator Eppstein Uhen Architects is leading the project; C.G. Schmidt is serving as construction manager.

About Summerfest presented by American Family Insurance

Following its 1968 debut, Summerfest presented by American Family Insurance has evolved into what is now recognized as “The World’s Largest Music Festival” and Milwaukee’s cornerstone summer celebration, hosting the music industry’s hottest stars, emerging talent and local favorites along with approximately 800,000 people from Milwaukee and around the world each year for an unforgettable live music experience. During the festival, the spotlight shines on over 800 acts, over 1,000 performances, 12 stages, delectable food and beverages and interactive activities, all in a world-class festival setting. Summerfest 2019 takes place June 26-June 30 and July 2-7, 2019, closed on July 1. For more details, visit, or Twitter: @Summerfest.


Uline, headquartered in Pleasant Prairie, WI, is a leading distributor of shipping, industrial and packaging materials to businesses throughout North America. With over 35,000 quality products in stock at eleven locations and 6,000 dedicated employees, businesses receive knowledgeable 24/7 customer service, accurate and reliable same day shipping and the highest quality products. For more information about Uline, its wide range of products, or great career opportunities visit

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Matt Wild weighs between 140 and 145 pounds. He lives on Milwaukee's east side.