Summerfest officials announced on Thursday a new 11 day schedule for next year that includes closing the festival on Monday, July 4.
Instead, the festival will open on Wednesday, June 29 - the festival normally opens on a Thursday - and will be closed on Monday, July 4. The full schedule will be June 29-July 3 and July 5-10.
In a statement, Summerfest officials said the adjustments were made based on customer feedback and the premise that, in general, "if given the choice, people prefer to attend entertainment events, like Summerfest, on a Wednesday versus a Monday."
"As stewards of Summerfest and Henry Maier Festival Park, we respond to customer preferences and suggestions, which periodically entails making adjustments to the event and its operations so the event and all of its partners and stakeholders have the strongest opportunity and probability for success in delivering the event experience that festival goers desire," Don Smiley, president and CEO of Milwaukee World Festival Inc., said in a statement.
Smiley has long said that July 4 is a bad day for Summerfest in terms of attendance because of all of the other events going on.
Summerfest officials said they will monitor the change in operating dates and see how it affects attendance, its partners and Summerfest fans.
"Should 2011's results support the strategy, Milwaukee World Festival, Inc. may consider making the change on a permanent basis moving forward," the statement said.
Summerfest will still be open from noon to midnight daily.