Interview with Sarah Smith Pancheri, President and CEO of MWF (Summerfest)

Sarah Smith Pancheri is President & CEO of Milwaukee World Festival, Inc. (MWF), the non-profit behind Summerfest and steward of the 75-acre Henry Maier Festival Park. In 2023 alone, the Park’s events generated $318M in economic impact for Wisconsin, supported 4,700 jobs, and delivered $22.4M in state and local taxes. The 2025 season is on track for even bigger results, with nearly 60 events, seven cultural festivals, and Summerfest’s 600+ artists driving record sponsorships and attendance.

After early years at MWF, Sarah built her career in development at Marquette University and the Boys and Girls Club of Greater Milwaukee before returning in 2015. Since then, she’s shaped MWF’s strategy and growth, becoming President in 2022 and CEO in 2024. A UW–Madison grad, she also chairs VISIT Milwaukee’s Board and serves on multiple arts and civic boards. Named a Woman of Influence by the Milwaukee Business Journal, Sarah continues to be a leading force in culture, community, and live entertainment.

Our conversation is below:

AvA: Summerfest has been running for over 50 years. How do you balance tradition with innovation, especially as Gen Z becomes a bigger share of the audience and artist pool?

Pancheri: Summerfest aims to offer something for everyone — that’s how we’ve continued to welcome new generations of music fans over our 57-year history. By embracing Gen Z with tailored programming while staying true to our multi-genre roots, we’re continuing to build bridges across audiences and generations.

AvA: What’s something most people don’t understand about the business side of festivals?

Pancheri: The pace and scope of planning, especially with a permanent festival site. Our team is working 12 to 18 months out - booking talent, securing sponsorships, managing operations. The public experiences the festival over three weekends, but behind the scenes, it's a cycle of strategic planning.

AvA: One thing you learned about yourself after taking a leadership position?

Pancheri: I learned how much I enjoy strategy development. At Summerfest, we are stewarding a legacy event amid an increasingly dynamic business environment. As the leader of an independent music festival produced by a non-profit organization managing a 75-acre permanent festival site in a downtown setting, there are layers of complexity our team works through on a daily basis. I enjoy that challenge, especially when a successful Summerfest is the end goal.

AvA: What do you think the future of live music festivals looks like, and why is Summerfest uniquely positioned to continue to prosper?

Pancheri: The value of shared, in-person experiences has only increased in recent years. I’m bullish on the power of live music and the festival experience. Summerfest is uniquely positioned in the festival landscape due to its strong legacy, multi-genre format, and permanent infrastructure.

AvA: What are the top 3 skills you see in your peers who are thriving in their professional roles?

Pancheri: Adaptability, including the ability to learn new skills and embrace technology.

Financial acumen is critical given our constantly changing environment.

Passion. While more of an attribute than a skill, passionate leaders get results.

AvA: One piece of advice you’d give to someone at the beginning of their career?

Pancheri: Don’t underestimate the value of showing up and being fully present. When you immerse yourself in the work, you gain valuable knowledge and exposure to others in the industry.

More Mail Cart:

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