American Family Insurance will be first-ever presenting sponsor for Milwaukee’s Summerfest
The
Representatives for American Family and Milwaukee World Festival would not disclose terms of the sponsorship deal.
Summerfest 2017 takes place
"This partnership with Summerfest not only allows us to raise awareness and effectively market our brand to a large and enthusiastic audience, but gives us the opportunity to support a popular and enduring community event our customers from
He said the insurance market is crowded, so it's to American Family's advantage to stand out.
"What marketers want is for their brand to be associated with a good feeling," O'Guinn said. "With an event like Summerfest, people associate that with having a good time."
O'Guinn said much research has been conducted that shows if people can transfer a positive memory to a brand, they make an emotional connection to it.
"Chances are favorable if you have a lot of American Family logos around an event where you're having a good time, it may give American Family some edge (over their competiton)," he said.
Amenities for the new amphitheater will include enhanced production space, additional restaurant options, new restroom facilities and new hospitality areas. Construction is tentatively scheduled to begin in 2019 and will run through 2020. The amphitheater has been in service for more than 30 years.
Milwaukee World Festival also announced it will build a new North Gate and community plaza, linking
The partnership between American Family and Milwaukee World Festival also will create new music education activities for
"This is a transformational partnership for Summerfest and
Smiley said Summerfest depends on corporate sponsorships to keep costs affordable for patrons.
"I can say with certainty that the civic mission of Summerfest is preserved through this new partnership," Kellner said. "We are exceptionally excited for the future of the festival, the amphitheater,
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