Across the heartland, summer arts festivals are transforming cities and small towns alike—driving tourism, boosting local economies and energizing community life. 

Over 102 million people attend arts and cultural festivals across the U.S. between May and September each year. While iconic events like Coachella in California and Shakespeare in the Park in New York often define the cultural calendars of coastal cities, summer festivals across the heartland are increasingly recognized for their role in enriching local communities. From large-scale productions like Lollapalooza in Chicago and Summerfest in Wisconsin to cherished regional traditions like the Des Moines Arts Festival, these events help elevate cultural identity and contribute to the economic vibrancy of heartland cities during the summer months. 

Music Festivals

• Lollapalooza | July 31st – August 3rd, Chicago, IL
  • Held annually in Chicago’s Grant Park, Lollapalooza is one of the largest music festivals in the country, attracting hundreds of thousands of attendees and over 100 performing artists each year. Much of the festival’s massive turnout is driven by its high-profile headliners—this year’s lineup includes Olivia Rodrigo, Luke Combs and Sabrina Carpenter, all global superstars who build anticipation and drive ticket sales months in advance. In 2024 alone, the event generated more than $440 million in economic impact, including $9.8 million in rent to the Chicago Park District and $7.18 million in amusement tax revenue. Since 2010, it has contributed over $3.2 billion to the city’s economy and supported over 25,000 jobs, while also investing in community initiatives like park renovations and arts education. 

• Summerfest | June 19th – July 5th, Milwaukee, WI
  • Spanning three weekends on Milwaukee’s lakefront, Summerfest draws nearly 800,000 attendees annually. With headliners like Megan Thee Stallion, The Killers, and Hozier, the 2025 lineup blends global stars and beloved legacy acts, driving strong ticket sales and regional tourism. According to a 2023 Oxford Economics study, Summerfest generates $160.3 million in economic impact for Milwaukee and supports 3,400 full- and part-time jobs, while statewide impact totals $188.7 million. True to the festival’s nonprofit mission, Summerfest is committed to reinvesting in the surrounding community. In 2024, the organization provided over 26,000 meals, 4,000 books and $13,500 in hygiene products to local nonprofits.

Visual Arts

• Des Moines Art Festival | June 27th – 29th, Des Moines, IA
  • A free event in the city’s downtown, the Des Moines Arts Festival draws over 200,000 visitors each year. It generates approximately $8 million in economic activity and supports more than 3,400 arts-related jobs in the region. With a growing reputation for its cultural offering—from the Pappajohn Sculpture Park to the Des Moines Civic Center—the city was named a 2018 Secret Sauce City by Heartland Forward for its success in blending arts placemaking with economic strategy. 

• Great River Shakespeare Festival | June 26th – July 27th, Winona, MN
  • The Great River Shakespeare Festival, held annually in Winona, Minnesota, is a professional summer theatre event that brings Shakespeare’s works to life alongside contemporary productions and draws over 10,000 patrons each season. In addition to performances, the festival offers youth education programs, artist apprenticeships and community engagement events that energize the town’s cultural scene. GRSF is also a major economic driver for Winona, as it generates more than $1.3 million annually. Additionally, local businesses report a significant uptick in revenue during the festival as many downtown shops and restaurants are reliant on this seasonal boost. The festival also contributes to the broader $83 million in economic impact generated by nonprofit arts across Southeast Minnesota.

Investing in Community Wellbeing

The effects of these festivals go beyond ticket sales and tax revenue. Studies consistently show that participation in the arts is linked to higher levels of happiness, civic engagement and social trust. Summer arts events and festivals bring people together across generations and backgrounds to experience creativity, community and connection.

Continued investment in the arts is not just about entertainment, it’s about building stronger, more resilient and more connected communities. In the heartland, summer festivals have become more than a seasonal tradition—they are engines of economic opportunity and unity, shaping a more vibrant future for all. 

If you happen to be in our hometown of Bentonville, Arkansas, Heartland Forward would love to welcome you to the art and beauty of the region. You will not want to miss Crystal Bridges and The Momentary!