MILWAUKEE — July 9, 2009 – Summerfest officials announce preliminary data indicating that Milwaukee World Festival, Inc., the non-profit organization that plans, promotes and produces Summerfest, the World’s Largest Music Festival, generated more revenue in key categories than in 2008, increased attendance and remained profitable, despite the most challenging economic climate in the event’s 42 year history. Combined revenue totals derived from gate and concert ticket sales, as well as food and beverage commissions, exceed last year’s totals in the same categories by 2.7%, while attendance increased to 835,679 over the 11-day run. “Considering the extraordinarily difficult economic times our society has been faced with for many months now, we are pleased with our 2009 preliminary results. This is a year in which we could have easily found ourselves down 10 to 20 percent in these categories versus 2008,” said Milwaukee World Festival, Inc. President and Chief Executive Officer, Don Smiley. “We spent more money on musical talent and created numerous new value-based programs to ensure we would deliver on our promise to our customers that the event would be affordable to all, and they responded enthusiastically. We are thankful to everyone who supported and attended Summerfest this year.” This year’s marketing strategy continued to focus on quality and value. To that end, the organization increased spending on talent on ground stages by 7.8%. Summerfest’s line-up included Bon Jovi, Kenny Chesney, Stevie Wonder, John Legend, Kid Rock, The Fray, Kiss, Earth, Wind & Fire, Chicago, George Strait, No Doubt, Bob Dylan, Willie Nelson, Matisyahu, The Offspring, Elvis Costello, Anthony Hamilton, Shinedown, Staind, Judas Priest, Phil Vassar, The Wailers, Heart, Robert Randolph and the Family Band, Dropkick Murphys, Frankie Beverly and Maze, Rise Against, Rancid, Loverboy, Buddy Guy, Train, Huey Lewis and the News, Flogging Molly, The Roots, Jason Aldean, Los Lonely Boys, Lupe Fiasco, Barenaked Ladies, Sara Evans, BoDeans, Spoon, and hundreds more. As a key example of its focus on quality, Summerfest reconfigured the M&I Classic Rock Stage and audience area to improve the customer experience. The redesigned plan called for relocating and positioning the stage, which expanded the capacity of the area to accommodate 9,300 fans, up from approximately 6,000, while improving pedestrian ingress and egress traffic flow, sightlines, and in general making the area more comfortable for patrons to move in and around. As incremental value, Summerfest sponsors helped offer consumers free or discounted admission promotions on almost every day of the festival as well as additional ways to save, like the new Gate Giveaways. Most notable of these promotions were Stomp Out Hunger Day, which collected over 76,000 pounds of non-perishable food for the Hunger Task Force, the second largest total in the event’s history, as well as Time Warner Cable’s Children’s Fest Day with Today’s TMJ4 and We Energies Day, both of which allowed ALL patrons free admission between noon and 3:00 pm on select days. New in 2009, Kapco’s 2 Buck Tuesday provided patrons admission for only $2 from noon until 8:00 pm on June 30. Also new this year, the first four days of the festival patrons received a free Gate Giveaway item just for being one of the first 5,000 patrons through the gates during a specified time. Items included a window cling from U.S. Cellular, which included special offers (June 25), a guitar keychain from DeVry University (June 26), a coupon book worth over $75 from the Marcus Hotels and Resorts (June 27) and a cup koozie and coupon from Chipotle (June 28). Summerfest surprised its online social media followers, fans, friends, texters and email subscribers with impromptu free admission specials twice during the festival. Additionally, fest-goers saved a dollar on all alcoholic beverages, bottled soda and water at The World’s Largest Happy Hour on Wednesday, July 1 from 5:00 – 7:00 pm. “Though we all are feeling the effects of the economy, our numbers remained solid, which demonstrates Milwaukee’s amazing passion for Summerfest,” stated Dan Minahan, Chairman of the Board of Milwaukee World Festival, Inc. “Our mission was to deliver a very high quality entertainment value for our patrons. As always, the financial performance of the organization is important, however, this year we made affordability and value our top priority. I could not be more pleased with the preliminary results and to see Milwaukee World Festival, Inc. once again achieve the core objectives set forth by the Board of Directors. Mission accomplished.” This year’s overall results are consistent with the 2009 objectives and business plan, which called for profitability while maintaining suitable attendance levels. Summerfest’s 2009 attendance increased by 4,655 to 835,679 over last year’s attendance of 831,024, and was within the range of 825,000 to 900,000 that Milwaukee World Festival, Inc. planned and budgeted for. New sponsorships and partnerships that helped Summerfest remain profitable in 2009 included: Kapco, Inc., Ashley Furniture, Subaru, Eventful, Johnsonville, Sirius XM Radio, DeVry University, 94.5 Lake FM, Chili’s, Auntie Anne’s Pretzels and Oakland Trattoria. These partners helped Summerfest offer patrons value and quality through relevant music, food, beverage and entertainment offerings. Milwaukee World Festival, Inc. is the non-profit organization that plans, promotes and produces Summerfest, The World’s Largest Music Festival. Milwaukee’s cornerstone summer celebration attracts the music industry’s hottest stars, emerging talent and local favorites. The 23,000 capacity Marcus Amphitheater and 10 additional stages, along with a diverse selection of food and beverage vendors, marketplaces and interactive exhibits, are set against the Lake Michigan and downtown backdrops, creating a festival experience like no other. Patrons can also enjoy Miller Lite, the Great Taste of Summerfest. For more details visit Summerfest.com.