July 3 fireworks on Milwaukee’s lakefront have been canceled for 2024 due to a lack of sponsorship, as announced by the Milwaukee County Parks Department. The traditional event held at Veterans Park will not take place this year, disappointing many residents.
Milwaukee County Parks Director Guy Smith expressed regret over the cancellation, emphasizing the department’s commitment to providing vibrant recreational spaces despite the setback. The fireworks display typically costs around $350,000 for pyrotechnics alone, with an additional $20,000 required for staffing and services.
While the July 3 fireworks have been a significant summer event in Milwaukee, recent years have seen challenges in securing sponsors. The event, originally sponsored by Jos. Schlitz Brewing Co. in 1963, transitioned to July 3 in 1966 after Schlitz’s sponsorship ended in 1980.
Various entities, including First Wisconsin Corp. and U.S. Bank, took over sponsorship until 2018. In 2019, a partnership involving the Parks Department, the Milwaukee Brewers, American Family Insurance, and T&M Partners saved the fireworks from cancellation. However, the event faced setbacks in 2020 and 2021 due to the pandemic and resource constraints.
Although the fireworks returned in 2022 and 2023 with sponsors like American Family Insurance, J&M Displays, and T&M Partners, the event will not be held this year. Local residents are reminded that 14 county parks will host fireworks displays on July 4 as an alternative.
Despite the absence of the lakefront fireworks, the community’s understanding and support are appreciated by the Parks Department. As Milwaukee navigates the challenges of event planning, the tradition of celebrating July 3 at Veterans Park will be missed in 2024.
