The world’s largest Brat Fest will be moving from the Sentry Foods parking lot at the Hilldale Mall to the outdoor grounds at the Alliant Energy Center on Memorial Day weekend, May 28-30.
Sentry Foods-Hilldale owner Tim Metcalfe, who has participated in the Brat Fest since he was a child when his father, Tom, owned the grocery store, said the $1 brat sale has grown every year since its conception as a customer-appreciation day in 1983. It was time to move the festival to a larger location, he added.
“We basically outgrew it at Hilldale. Our fear is it wouldn’t be as fun as the past,” Metcalfe said. “[Patrons] can’t find seating and the parking is limited.”
The increased amount of space and the extensive parking at the Alliant Energy Center will allow the event to expand.
According to Metcalfe, 400 more volunteers will be able to cook brats, and there will be room for more grills.
“It’s an island of grass seating. It’s unlimited, and you can bring a blanket and pull up anywhere,” Metcalfe said.
Shirley Kaltenberg, sales manager of the Alliant Energy Center, said the venue is excited to have Brat Fest at the outdoor grounds called Willow Island.
“[We] think that’s the right location to help the event grow and continue to succeed,” Kaltenberg said.
Metcalfe added the festival hopes to sell 200,000 brats, compared to the 189,000 sausages cooked during the three-day event in 2004.
“We knew lines would probably get longer because we couldn’t cook faster. We should be able to handle almost any crowd [this year],” Metcalfe said. “I don’t think McDonald’s could sell 189,000 sandwiches in 32 hours.”
In the past, the festival has included a small music stage, but seating was limited. Metcalfe said an enlarged stage and seating area at Willow Island allows local bands to play for thousands of people. He added the bands donate their time and play for free.
University of Wisconsin junior Jeremy Parker, a veteran of Hilldale’s Brat Fest, said he could only buy a brat, eat it quickly and leave because of the crowds in the past.
“I think the increased space will definitely make it more appealing for students, because in years past, I had to sit on the curb and eat my brat because it was just too crowded,” Parker said. “If they could find a reason for people to want to hang out all day, it could be much more enjoyable.”
UW sophomore Joe Salvo said he feels the new location will not make a difference to students, especially because final exams will be over by the middle of May.
“It’s good they are moving it to a bigger place because it was crowded last year,” Salvo said. “I don’t care where it is as long as I get to eat more brats.”
Approximately 60 local organizations help staff Brat Fest, donating their time to earn money for their respective causes. More than $54,000 was raised last Memorial Day weekend, Metcalfe said.
