Defining Success

Was Summerfest 2006 a success?

Don Smiley, Summerfest officials, and plenty of fest-goers reply with a resounding YES.

From The Milwaukee Journal Sentinel:

Summerfest officials can claim victory in their quest to get fewer people spending more money at the festival.

Despite recording its lowest attendance in more than a decade, 864,866, the 2006 Big Gig generated 7.4% more cash through beverage, food and ticket sales than the 2005 version.

..."We are very pleased with our 2006 results," said Don Smiley, president and chief executive officer of Milwaukee World Festival Inc.

Since coming on board in 2004, Smiley has downplayed attendance as a measure of the festival's success. Instead, he has sought to bring back an older crowd, and one with more disposable income.

"If our attendance fell 15% to 20%, that certainly would get our attention," Smiley said. "As long as we are in that range, 825,000 to 900,000, and our revenue numbers are up and we have managed expenses, those are the important indicators for us in running this business."

For me, Summerfest was a success.

The increase in ticket prices didn't affect me and my family because I was fortunate enough to get free passes. (Thanks 620 WTMJ!)

The cash we saved on admission covered increases in the price of food and beverages.

The weather was beautiful.

The music was great.

There were no lines for the bathrooms.

Personally, that equals Summerfest success.

But generally speaking, I'm less certain about whether or not the Big Gig was a winner.

Why were Summerfest revenues up?

Because Summerfest attendees had to pay significantly higher ticket prices.

Because fest-goers had to pay $4.50 for a beer. $4.50!

Was it successful? Yes, in terms of revenue numbers, it was a business success.

However, I question the plan to intentionally make Summerfest more expensive to cater to a more privileged elite crowd, to weed out the riffraff.

Smiley's proud of that?

In that respect, I think this year's Summerfest was not a success. I'm uncomfortable with pushing those with less disposable income aside.

Sure, there are benefits to down-sizing the crowds.

No one wants to spend fifteen minutes or more waiting in lines at food and beverage vendors.

Waiting an eternity in a bathroom line is Hell. Truly.

Still, making it less affordable for the community, and in effect keeping less economically blessed people away from Summerfest, isn't a good thing.