What's new for Summerfest? Food, drinks and bag policy, for starters

Hey, Summerfest, what's new?

Apparently, quite a bit.

The 2026 rendition will include not one, but two "kickoff concerts" from a country music legend who's new to the Big Gig; a handful of new food vendors, along with an array of fresh menu items and drinks; an updated bag policy; a new lineup of BMO Small Business Spotlight vendors; another immersive art experience; and more.

Following kickoff concerts on June 16 and 17, the festival proper will run June 18 to 20, June 25 to 27 and July 2 to 4.

Without further ado, here's a look at what'll be new at the Big Gig this year:

2026 Summerfest lineup

Not to point out the obvious, but there's a new lineup .

Not only is Summerfest one of America's largest and longest-running music festivals, it's also one of the world's most musically diverse .

Some 600 total artists are scheduled to play it this year, including big-time returners, hot newcomers, up-and-comers and local acts. ICYMI: This is the lineup , organized by date, time and stage.

Garth Brooks Summerfest kickoff concerts

Back in September, Summerfest announced that Garth Brooks would be headlining a kickoff concert at Maier Festival Park's American Family Insurance Amphitheater on Wednesday, June 17. Following "overwhelming demand for the presale," a Tuesday, June 16 show was added .

This will be Brooks' first show at Summerfest, according to the festival. And it's his first concert in Milwaukee since he played  the BMO Harris Bradley Center in 2015 .

This isn't, however, the first time the Big Gig has landed a big-name headliner for the eve of the actual festival. In 2015, it landed the Rolling Stones for a special concert on the Tuesday before the then-11-day-festival's run.

New food vendors, menu items and drinks

Foodies, listen up!

Summerfest will have some new food vendors, menu items and drinks.

Here's a taste of what's new when it comes to the fest's fare , from supper-club dessert drinks to a Loaded Bloody Mary Burger.

New BMO Small Business Spotlight vendors

At the preview event, BMO rolled out its new lineup of Small Business Spotlight vendors that will be showcased in Summerfest's Shop Local or South Market areas. Some will be making their Big Gig debuts, and others, will be making their return to the festival grounds. Most had their booths set up at the preview event.

Over the last six years, the BMO program has supported traditionally underserved businesses through its partnership with Summerfest, a news release said.

"In 2026, we are helping make real progress for six entrepreneurs with a financial contribution to support their work as a marketplace vendor along with networking and educational opportunities to support their business," according to info on the program listed on Summerfest's website.

These are the six Milwaukee-area entrepreneurs – putting their "heart, their soul, their hustle into their product, the services and the experience you'll get from them" – who were selected to be featured throughout the festival, Anthony Hudson, BMO's U.S. head of distribution, shared at the preview:

• Charm'd Earplugs :Concert enthusiasts and sisters Kate Smiley – no relation to former Summerfest president Don Smiley – and Courtney Rodgers couldn't find earplugs they loved. They either didn't fit right or weren't comfortable. So they created their own reusable earplugs, featuring charms visible outside of the ears. At their Summerfest booth, Charm'd will be selling its signature-shape ear plugs: A heart, star and an alien. Charm'd is also doing a collab with the Big Gig – a red Summerfest smiley, which will be available at the ground's Summerfest Stores. The earplugs come with a carrying case and multiple ear tip sizes. "We've been Summerfest lovers for a long time, so it's really exciting to be able to bring a product there that is such a good fit for the festival," Smiley said.

• Celebrate YOU Candles :Owner Ebonie Ringold makes olive oil and soy wax-blend candles, infused with herbs and crystals. Each comes with info on those herbs and crystals, as well as an affirmation card. Celebrate YOU also offers room sprays, bath milks and salts, and shower steamers. The candles, created for self-care and emotional wellness, stem from Ringold's own journey. "I just want people to enjoy it. People to take time out for themselves," she said. "After work, family, community, there's nothing left in the tank for us. So, these are little reminders to take time out for yourself."

• Blu Mountain Co . : Owner Alissa Miller creates Milwaukee, Wisconsin and Midwest-focused leather or leather-accented goods and accessories, including hats – the business' No. 1 seller – keychains, including new flower ones, bottle opener keychains – the item Miller started out with back in 2017 – and more. While Milwaukee is known for its beer history, "we have such a rich history of tanneries, too," Miller said. "So, fusing that together is another thing I like to do."

• Legacy Creative Solutions :Milwaukee graphic designer Japhet Banda, aka IMSOMKE, brings to life designs highlighting women empowerment, diversity, nature enthusiasts, mental health awareness and Wisconsin fun and flair. "We can represent awareness together, and encourage people to be more sensitive to more walks of life," Banda said. Customers pick out one of Banda's designs, then he presses it onto a T-shirt ($35), crewneck ($50) or hoodie ($65) on the spot. Banda can also press his designs onto blank garments brought in by customers for $35. Remembering watching the Big Gig's fireworks from the top of a park slide as a kid, Banda said, actually being a part of the festival is "full-circle amazing all the time." "It's like the biggest platform Milwaukee has to offer to be able to take your small business and showcase it to the world," he said. "It's amazing just to be there. Call me a dork, but I feel like I made it a little."

• Lionfish Jewelry Co. :Owner Hannah Leonard uses natural sea glass she finds in Lake Michigan and on her travels to create jewelry, including earrings, necklaces, bracelets and rings. According to the business' website , for every Lionfish purchase, 1% of all proceeds will be donated to Milwaukee Riverkeeper in 2026. "Summerfest is a great community driver and builder for the city of Milwaukee, and I love giving back to my community and being part of this great family here," Leonard said.

• Howdy Hat Bar :A Milwaukee-based mobile hat bar – from married couple Gracie and Luca Coviello – that sells trucker hats that are customizable with patches, pins and hat chains. The business pops up around here – and beyond .

New immersive art experience

If you were a fan of "Yield" and "Astral Relics of the Great North Woods," get ready for another immersive art experience on the grounds from FuzzPop Workshop.

For the third year in a row, Summerfest has partnered with the Milwaukee-based immersive art studio to bring free art to the festival.

This year's installation, "Radiant Echoes," is described as a monument of sound and light, where visitors will enter a space of towering megaliths and otherworldly flora – an ancient stone circle from another dimension – where they can harness the power of light and music, a news release said. It'll stand 25 feet tall, be 50 feet in diameter, have more than 1,000 custom-designed sculptural flora and have over 20 hidden faces embedded throughout the installation.

The installation was created, the release said, by lead designers Daniel Murray and John Kowalczyk, and contributing artists Micah Ebbe, Tim Priebe, Brian Nielson, Alec Regan, Sara Bott and Emilee Weier.

New this year, FuzzPop is collabing with the University of Wisconsin-Milwaukee's Peck School of the Arts for a smartphone-based augmented reality component developed by faculty and students. And Wild Space Dance Company will blend contemporary dance with large-scale sculptural elements (performance date and times are TBA).

"Radiant Echoes" will be located at the north end of the grounds, between the Uline Warehouse and T-Mobile Stages.

Over 60 new merch items and keepsakes

At the preview event, The Specialized Marketing Group's 2026 official Summerfest merchandise collection, which includes over 60 new items and keepsakes, was unveiled.

This year's product line features graphic T-shirts and sweatshirts, trendy hats and drinkware, as well as exclusive commemorative pins and specialty items.

The collection "highlights a vibrant collaboration with Milwaukee's creative community, featuring commissioned graphics from a diverse roster of local artists," a news release said. There are also exclusive apparel partnerships with All Goods MKE and Lilliput Records.

The official festival poster for 2026 was designed by Schnitzel Bear Studios, with additional contributions from Milwaukee-born artists Joe Palec and Matthew Fleming.

The new collection will be available during the fest at all three Summerfest Store locations – at near the Mid Gate, South Gate and North Gate – and is already available on Summerfest's website .

A couple of the many items showcased at the preview were the Clear PVC Belt Bag , which can be worn around the waist or as a crossbody, and the Clear PVC Zippered Tote . So, now would be a perfect time to let you know about the fest's updated bag policy ...

Summerfest's updated bag policy

Summerfest's nonprofit operator, Milwaukee World Festival Inc., is implementing new security protocols for all Henry Maier Festival Park events, including the Big Gig, beginning in 2026, according to a news release.

What bags are permitted? Clear bags not exceeding 12 inches x 12 inches x 6 inches, and non-clear bags – such as small clutches, wallets or fanny packs – that don't exceed 6 inches x 9 inches. That means no backpacks, large non-clear bags or any bags exceeding the size limits.

What about medical, privacy or personal care items? According to the release, attendees who need to bring in medication, medical equipment, diapers, nursing supplies or other personal care items may do so by following these guidelines:

• Clear and opaque diaper bags are permitted up to 12 inches x 12 inches x 6 inches for guests with infants.

• Guests may place personal or medical items inside a smaller opaque bag, then place that bag inside of an approved clear bag.

• Medical bags should be appropriately sized for their intended use and contain only essential medical items.

• Reasonable accommodations will be made for guests with medical or accessibility-related needs consistent with safety requirements, the release said.

All bags are subject to inspection before entry.

Milwaukee debut of T-Mobile's Club Magenta VIP festival experience

Summerfest will mark the Milwaukee debut of T-Mobile's Club Magenta "ultimate VIP festival experience," according to a news release. The club will be open exclusively to T-Mobile members, UScellular customers and two of their guests.

The club offers "a premium festival lounge experience" with elevated views of the T-Mobile Stage, shaded seating, a private bar, charging stations, Summerfest-inspired photo backdrops, complimentary custom trucker hats and phone slings, and the T-Mobile Gumball Machine with chances to win prizes, like pit tickets, SkyGlider vouchers and more, the release said.

This story will be updated if additional new Summerfest elements are announced.

This article originally appeared on Milwaukee Journal Sentinel: What's new Summerfest 2026; bag policy, vendors, merch, Garth Brooks