Milwaukee Along with partners MillerCoors and PepsiCo (NYSE: PEP), Summerfest is taking additional steps to raise awareness and encourage “green behavior” among patrons while taking steps to further improve the recycling approach in 2011.  Patrons can visit the Summerfest “Green Page” at for more information on sustainability and greening efforts at Summerfest.

As part of increased efforts to modify and improve its operations, Summerfest has procured and will utilize the most recyclable cup on the market (PETE 1 by Solo Cup Company) to serve beer and other beverages in this year.  To strengthen the approach, PepsiCo and MillerCoors will help provide more than double the amount of recycling bins on the Summerfest grounds, totaling more than 300 units, making it easier and more convenient for patrons to recycle their cups no matter where they are on the property.  To kindly help remind patrons to be mindful of recycling onsite, approximately 650 Summerfest bartenders and servers will wear name tags with a greening message and a recycling logo.

PepsiCo will provide its Dream Machine recycling bins and kiosks as part of its commitment to creating strategic partnerships to help increase the U.S. beverage container recycle rate to 50 percent by 2018. Two Dream Machine kiosks will be located near the Miller Lite Oasis and Market Square at Summerfest. Dream Machines are more than a recycling bin, created by PepsiCo in partnership with Waste Management and Keep America Beautiful, the kiosks are computerized receptacles that include a personal reward system, powered by Greenopolis, which allows consumers to earn points for every bottle or can they recycle in the kiosk. Those points can then be redeemed for local discounts on entertainment, dining and travel by visiting  In addition, for all the bottles recycled in Dream Machine kiosks –and all the bottles and PETE 1 cups recycled in Dream Machine bins at Summerfest– PepsiCo will help provide support to Entrepreneurship Bootcamp for Veterans with Disabilities (EBV), a national program offering free, experiential training in entrepreneurship and small business management to post-9/11 U.S. veterans with disabilities.


Summerfest is committed to partnering with fans and sponsors to create awareness and affect positive change in behaviors. Patrons can help do the right thing for the environment and win great prizes at Summerfest this year.  In partnership with MillerCoors, patrons can “Go Green and Go Backstage” when they visit and pledge to be “green” at Summerfest.  Anyone that pledges to be “green” will be automatically entered to win VIP passes to the Miller Lite Oasis Stage Right Deck to see the Goo Goo Dolls on Friday, July 8.  The contest runs through June 23, but patrons are encouraged to practice environmental responsibility, pledge to be “green” and recycle throughout the entire festival.


Fans will be able to learn more about being responsible both in the environment and with alcohol when they visit the MillerCoors Responsibility Booth located south of the Mid Gate during Summerfest.  They will also have the opportunity to receive cool swag if they stop by and pledge to be responsible.


On Saturday, July 2 patrons can “Wear Green and Win” at Summerfest when they’re spotted by the Summerfest Street Team.  Anyone who shows their commitment to be “green” and make choices that will positively affect the environment by wearing green to the Fest could win Marcus Amphitheater tickets, Summerfest tickets or other prizes if spotted.


Milwaukee World Festival, Inc. also incorporated greening and sustainability efforts into the newly-renovated Briggs & Stratton Big Backyard and South End Redevelopment project. Several recycled materials have been used from the demolition of previous structures on the site, including concrete, steel, asphalt and copper.  Other environmentally-friendly features include a Geo-Thermal heating and cooling system in the Box Office, an energy management system that controls light fixtures to minimize their use during non-operating time periods and the incorporation of natural, day-time lighting in public restrooms to cut down on the use of artificial lighting.


During Summerfest, and all year round, fans are encouraged to work together to save the environment and keep Milwaukee beautiful. 


About Summerfest

Summerfest 2011 will take place June 29 – July 3 and July 5 – 10, from Noon until Midnight.  Summerfest will be closed Monday.  The World’s Largest Music Festival and Milwaukee’s cornerstone summer celebration attracts the music industry’s hottest stars, emerging talent and local favorites.  The Marcus Amphitheater and 10 additional stages, along with a diverse selection of food and beverage vendors, marketplaces and interactive exhibits, are set against the Lake Michigan and downtown Milwaukee, WI backdrops, creating a festival experience like no other.  Patrons can also enjoy Miller Lite, the Official Beer of Summerfest.  For more details visit


About MillerCoors
MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico. Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great-tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to Rocky Mountain cold refreshment. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. The company also offers innovative products such as MGD 64, Miller Chill and Sparks. Through MillerCoors new craft and import company, Tenth and Blake, imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisconsin, and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

About PepsiCo

PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses — Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola — also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit

About Solo
Solo supports, encourages and participates in recycling and sustainability efforts through our company, our employees and our communities.  Solo Cup Company is a $1.6 billion company exclusively focused on the manufacture of single-use products used to serve food and beverages for the consumer/retail, foodservice and international markets. Solo has broad product offerings available in paper, plastic, foam, post-consumer recycled content and annually renewable materials, and creates brand name products under the Solo®, Sweetheart®, Creative Carryouts® and Bare® by Solo® names. The company was established in 1936 and has a global presence with facilities in Canada, Europe, Mexico, Panama and the United States. To learn more, visit