Milwaukee knows how to party. Each year, the City of Festivals hosts more than 200 festivals, celebrating just about everything. We’ve got the world’s largest music festival, Summerfest, one of the largest celebrations of Irish and Celtic culture in the world outside of Ireland, Irish Fest, and the state’s biggest Pride festival, with PrideFest.
Coming soon, Milwaukee will add two new festivals to the mix, bringing the flavors of the fresh coast and the roar of rock and roll to the shores of Lake Michigan. Revolve Experience Marketing unveiled plans to host the Freshwater Food & Wine Festival and Rock and Roll Fest at the Henry Maier Festival Park grounds over the next two years.
These new signature events kick off with the Freshwater Food & Wine Festival, coming in the fall of 2026, on September 21-23. Building on the momentum of the fresh flavors in 2026, the organization will rev things up for Rock and Roll Fest in the Summer of 2027, bringing cars, tech and culture together for a weekend of excitement on the South End of the grounds. Together, they add to an already rich festival scene and a packed calendar at Henry Maier Festival Park that will bring visitors from all over the world to Milwaukee to savor summer in the city.
“I’m thrilled to bring both festivals to Henry Maier Festival Park,” said Wes Shaver, President and 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 strengthening 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 of 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 and 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.”
Freshwater Food & Wine Festival
September 21-23, 2026
Freshwater Food & Wine will be a feast for the curious. You’ll taste what makes Milwaukee tick, with bold chefs, local ingredients and Midwest soul on a plate. The energy builds as you move from sizzling demos to chef showdowns, tastings and pairings that surprise at every turn.
Wander through the farmers market and marketplace where artisans, makers and growers share the stories behind what they create. Every stop offers a bite of Milwaukee’s character, layered and local.
Rock and Roll Fest
September 2027
Life in the fast lane has never felt so good. This roaring, high-energy fest on the park’s South end is a paradise for gearheads, music lovers and culture-seekers alike. Here, you’ll find custom builds, factory originals, EVs, art showcases, DJ sets and live performances across genres in a festival that celebrates the past, present and future of motion and sound.
Gear up for these two new fests as they set the table for even more fun in the City of Festivals starting in 2026. Visit rockandrollfest.com and fwfoodandwine.com to learn more about what’s in store for the 414.
