New lakefront festivals coming to Henry Maier Festival Park
Revolve Experience Marketing announced Freshwater Food & Wine Festival and Rock And Roll Fest
Milwaukee, WI – Wednesday, November 12, 2025 – Milwaukee’s iconic lakefront will welcome two brand-new signature events as Revolve Experience Marketing, led by Wes Shaver, announces the launch of the Freshwater Food & Wine Festival and Rock and Roll Fest at Henry Maier Festival Park. These new festivals represent the next evolution in Milwaukee’s tradition of lakefront festivals and outdoor cultural experiences. Freshwater Food & Wine Festival will debut September 19-20, 2026 and Rock and Roll Fest will join the lineup in September of 2027.
“I’m thrilled to bring both festivals to Henry Maier Festival Park,” said Wes Shaver, President & CEO of Revolve Experience Marketing. “The park is one of the most unique venues in the country, and these festivals are designed to showcase what makes our city and region extraordinary, while embracing the intersection of shared social interests, hospitality, and pop culture. From food and beverage to music and motors, these things bring people together.”
Both festivals are built to create year-over-year economic and cultural impact while attracting local, regional, and national tourism and strengthen Milwaukee’s position as a destination for innovative events. Freshwater Food & Wine Festival and Rock and Roll Fest are two distinct but complementary experiences that celebrate the collaborative and creative process for creating something entirely new for the city. While both events will be rooted in Milwaukee’s social and cultural fabric, embracing regional and national participants and attractions will introduce new experiences and opportunities for guests to not only enjoy, but embrace.
“We are excited to welcome these new events to Henry Maier Festival Park,” said Sarah Pancheri, President & CEO of Milwaukee World Festival, Inc. “Partnering with innovative event producers like Wes Shaver and the Revolve team expands the park’s offerings and draws new audiences to Milwaukee’s lakefront, showcasing our world-class amenities.”
Meet the Team
Wes Shaver, President & CEO of Revolve brings 18 years of hospitality and marketing experience along with a decade as President of Milwaukee Pride Inc., the parent organization of PrideFest, held at Henry Maier Festival Park. The Revolve team is comprised of talented festival production team members that will expand their roles from PrideFest to the other events. Long time friend, collaborator and business partner, Chef Adam Pawlak will serve in a co-producer role for Freshwater. In addition, each respective festival has a dedicated advisory board comprised of local and national industry experts.
About Freshwater Food & Wine Festival
Freshwater Food & Wine showcases the vibrant flavors, talent, and culture of Milwaukee, Wisconsin, plus a broader culinary scene. This immersive, high-energy event blends elevated tasting experiences with dynamic entertainment, offering a fresh, modern take on the traditional food and wine festival.
The festival will feature a standout lineup of culinary talent, from local favorites to nationally recognized chefs and TV personalities. Guests will enjoy live cooking demos, chef challenges, curated tastings, sommelier-led pairings, and interactive activations designed for both curious newcomers and seasoned enthusiasts. A farmers market matched with a curated marketplace will highlight regional artisans, purveyors, and boutique brands, giving guests the opportunity to sample, shop, and discover products that reflect the richness of the Midwest and beyond.
Freshwater Food & Wine celebrates the intersection of hospitality, entertainment, and culture, elevating Milwaukee’s culinary profile and delivering a one-of-a-kind experience for attendees, sponsors, and partners alike.
About Rock and Roll Fest
The South End of the park becomes the backdrop for a high-energy experience where automotive culture, live entertainment, and generational tech intersect. Designed for gearheads, music lovers, and cultural explorers, guests will encounter custom builds, factory originals, EVs, art showcases, demonstrations, driving simulators, and a curated marketplace. Rock and Roll Fest blends the elements of pop and car culture with the tech, media, and fashion that defines the decades. DJ sets and live performances across genres further connect automotive history and music heritage, making Rock and Roll Fest a celebration of the past, present, and future of motion and sound.
For more information, please contact Wes Shaver at [email protected] or call 718-962-5639. Sign up for festival updates, learn more about participation and partnerships, and stay connected at rockandrollfest.com and fwfoodandwine.com.