2026 Exhibitors

Be Seen by Thousands

Milwaukee Oktoberfest is the city’s premier celebration of German culture, local pride, and community connection—drawing tens of thousands of attendees to the lakefront. Whether you’re a local business, tourism bureau, media group, or civic institution, this is your opportunity to make meaningful impressions, generate leads, and celebrate alongside Milwaukee’s families and visitors.

Exhibitor Categories May Include:

• Travel & Tourism Boards

• Educational Institutions

• Media & Publishing

• Utility or Energy Companies

• Cultural Organizations

• Family Services

• Health & Wellness

• Consumer Brands

• Beer, Wine, and Food Sponsors (with advance approval)

Booth Details

• Exhibitor Fee: Fee set by organizers for 10' x 10' space for all 3 days
  (Larger footprints and activations available upon request)

• Includes: Website listing, optional sponsor upgrade, and on-site support

• Electricity: Available upon request for an additional fee

• WiFi Access: Available through Summerfest at standard vendor rates

Festival Operating Hours

• Setup: Thursday, October 1 (9:00 AM–3:00 PM)

• Festival Hours:

  • Friday, Oct 2: 4:00 PM – 10:00 PM

  • Saturday, Oct 3: 11:00 AM – 10:00 PM

  • Sunday, Oct 4: 11:00 AM – 6:00 PM

• Tear-Down: October 4 after 6:30 PM

• Early teardown is prohibited.

1. Eligibility

This application is intended for businesses, tourism boards, media outlets, civic institutions, corporate partners, and other organizations wishing to exhibit or promote their brand, services, or public initiatives.

Exhibitors may not sell goods or services unless they apply through a designated vendor program or receive written approval.

All applications are subject to review and approval by festival organizers.

2. Booth Setup & Hours

Setup:

• Thursday, October 1 | 9:00 a.m. – 3:00 p.m.

• Friday, October 2 | 9:00 a.m. - 2:00pm

• All vendors vehicles must be off the grounds by 2:00 p.m. on Friday.

Operating Hours:

• Friday, October 2 | 4:00 p.m. – 10:00 p.m.

• Saturday, October 3 | 11:00 a.m. – 10:00 p.m. (Corrected from 11:00 p.m.)

• Sunday, October 4 | 11:00 a.m. – 6:00 p.m. (Corrected from 11:00 p.m.)

Tear-down:

• Sunday, October 4 | 6:30 p.m. – 10:00 p.m.

• Early tear-down is not permitted.

3. Insurance

All exhibitors must provide:

• Proof of general liability insurance with a minimum $1,000,000 coverage

• Certificate of Insurance (COI) listing both “Milwaukee Oktoberfest” and “Milwaukee World Festival, Inc.” as additional insured

4. Booth & Display Requirements

Exhibitors are responsible for:

• Providing their own tables, chairs, signage, display materials, and staffing

• Maintaining a clean, attractive, and safe booth space

• Keeping booths open and staffed during all public event hours

• Securing materials overnight (no overnight security is provided)

Note: Power access is limited and must be pre-arranged.

5. Brand Activation & Sampling

All promotional activity must be pre-approved, including:

• Free samples, giveaways, or product demonstrations

• Branded vehicles, games, or displays

• Amplified sound or digital signage

• Any food or beverage distribution, even if non-commercial or free

Alcohol may not be served, sampled, or displayed by exhibitors unless you are an authorized sponsor and have completed all necessary permitting.

6.Code of Conduct

• Exhibitors and staff must behave professionally at all times

• Harassment, intoxication, or disruptive behavior will result in immediate removal without refund

• Exhibitors may not interfere with neighboring booths or obstruct pathways

• All signage and materials must reflect a family-friendly and inclusive environment

7. Liability & Indemnification

Milwaukee Oktoberfest, Kegel’s Inn, Swarmm Events, and Milwaukee World Festival, Inc. are not liable for any damage, loss, theft, or injury incurred during the event.

Exhibitors agree to indemnify and hold harmless all festival organizers and affiliates against any claims arising from their participation.

8. Force Majeure

This is a rain-or-shine event. In the event of severe weather, acts of God, public health emergencies, or venue-related disruptions, organizers reserve the right to modify or cancel the event. No refunds will be issued unless publicly announced by organizers.

9. Data Use

All application information is securely stored and used only for festival operations, communication, and internal marketing efforts. We will never sell or share your data without consent.

By submitting your application and participating in Milwaukee Oktoberfest, you confirm that you have read, understood, and agreed to all terms above