MILWAUKEE— Summerfest brought more than music to Milwaukee this year, generating an estimated $221.6 million in economic impact for the city, according to a new study.
The study, conducted by Tourism Economics, an Oxford Economics company, found the festival also generated $259.2 million in economic activity across Wisconsin.
The Milwaukee figure represents a more than 38% increase from the organization’s 2023 study, when Summerfest’s estimated impact on the city was $160.3 million.
Statewide impact increased by more than 37%, from $188.7 million in 2023 to $259.2 million this year.
According to the study, visitors and vendors spent an estimated $147.5 million in the local community during Summerfest’s three weekends. That spending included hotels, restaurants, transportation, shopping, entertainment and other goods and services.
The festival supported approximately 4,300 full-and part-time jobs in Milwaukee and generated an estimated $15.5 million in state and local tax revenue for the city.
Across Wisconsin, Summerfest supported about 4,600 jobs and generated $18.3 million in state and local tax revenue.
Garth Brooks concerts added another $30.8 million
The study also examined the economic impact of the two Garth Brooks concerts that kicked off Summerfest 2026.
The concerts drew a combine 44, 784 fans, including more than 25,000 people from outside the Milwaukee area. Those visitors generated an additional $30.8 million in economic impact for Milwaukee and $36.1 million statewide.
More than $20 million in visitor spending was generated both at the festival and elsewhere in the community, according to the study. The concerts supported about 480 jobs in Milwaukee and generated over $2.5 million in city and state tax revenue.
Sarah Pancheri, president and CEO of Milwaukee World Festival, Inc.:
“Summerfest is a powerful economic engine driving growth across Milwaukee and Wisconsin,” said Sarah Pancheri, President and CEO, Milwaukee World Festival, Inc. “These results reflect the impact of Milwaukee World Festival’s investment in Summerfest and Henry Maier Festival Park. For nearly 60 years, MWF has grown Summerfest into a destination that attracts visitors from around the world, supports local businesses and generates meaningful economic benefits for our city and state. As the live entertainment industry continues to evolve, we remain focused on delivering world-class experiences that create lasting value for our community.”
Milwaukee World Festival, Inc. said to plans to release another economic study later this year examining the full 2026 season at Henry Maier Festival Park, including other events held at the venue.
