Thursday, June 28, 2001
Prince, Beach Boys among opening attractions

MILWAUKEE (AP) -- Prince headed the list of performers for Thursday' s opening of Summerfest at the Lake Michigan shore, but organizers wanted people to know the 11-day festival is about more than music.

" It' s Live. It' s Life, " is the theme for this year' s Summerfest, reflecting efforts to market the 33-year-old festival as an experience, not just a series of dozens of concerts on various stages each day.

" Summerfest has become a cultural event in Milwaukee that happens to revolve around music, " said Bill Eisner, head of the firm responsible for this year' s ad campaign.

He said the theme starts with a reference to live music but also sells Summerfest as " part of the Milwaukee experience if you live here or if you' re visiting."

" People come for the social aspect, the party, the food. But when they' re deciding which day to come to Summerfest, the first thing they do is look at the lineup, " Eisner said. " The actual music is probably, unscientifically, less than half of the Summerfest experience, but it' s the starting point."

Additions this year include a skate park, a multimedia exhibit celebrating the classic " I Love Lucy" television show and a smaller tribute to the late rocker Jimi Hendrix. Other new activities include a bowling contest and the chance to see NASCAR vehicles.

To start things off musically, Prince performs on the main stage Thursday night, while the Beach Boys appear at another Summerfest stage.

Brian Wilson of the Beach Boys opens for Paul Simon on the Main Stage Friday night.

Copyright 2001 Associated Press.

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