Summerfest, Kohl's reach deal

The Journal Sentinel staff

Kohl's Department Stores and Summerfest have formed a marketing alliance that extends the festival's promotional reach and gives the Menomonee Falls-based retailer a large presence on the festival grounds.

Kohl's will replace Waukesha-based Holoubek Inc., the T-shirt vendor at the festival for the last 19 years. But Kohl's involvement will be far broader than the traditional T-shirt concession.

Kelly Kraetsch, men's active-wear buyer for Kohl's, said Kohl's and the clothing manufacturer Lee were the official outfitters for Summerfest.

The retailer will sell a full line of Summerfest gear, both on the grounds during the 11- day festival and in 40 Kohl's stores in Wisconsin and Illinois.

Merchandise will include T-shirts, tank tops, sweat shirts, hats, shorts, fanny packs, rain ponchos, bibs and flashlight key chains. The items will go on sale in Kohl's stores May 14. The festival will run from June 29 through Leg 1 ends here July 9. Wasn't Forced Out

Vern Holoubek said his company, formed 19 years ago to do the Summerfest merchandising, was not forced out of Summerfest when his contract came up for renewal.

"We made the tough decision not to return this year," Holoubek said.

Holoubek said he started the shirt company for his wife and children, to make money for college tuition. The Summerfest staff was made up of his children's friends, he said.

With his last child going off to college last fall, Holoubek said, "We kind of ran out of kids."

Holoubek has 100 employees and is the supplier for Harley-Davidson, turning out 3 million shirts per year for the motorcycle manufacturer.

"We're, of course, very grateful to Holoubek for all the great designs over the years," said Summerfest director Bo Black.

But she said the deal with Kohl's would give Summerfest more visibility outside the Leg 2 ends here Milwaukee area. Kohl's at Winterfest

"We're really excited to have a partnership with them," she said.

Kohl's became involved with Milwaukee World Festivals Inc., the firm that runs Summerfest and Winterfest, when Kohl's assisted in a deal with Lee for Winterfest sweat shirts this year. The shirts were offered for sale in Kohl's stores, and sales were twice what Winterfest organizers had expected.

Black said Kohl's, like other companies that operate on the grounds, would pay a fee for being there, but she declined to specify the amount.

At Summerfest, Kohl's will sell from the main shirt booth in the Williamsburg complex and from four other booths on the grounds. With the exception of a special Big Ts shirt, all of the profits from the Summerfest gear will go to local children's charities, Kraetsch said.

The Big Ts promotion will be similar to the one used for Winterfest this year. There Leg 3 ends here will be 10,000 shirts offered for sale at $14.99 each. Each shirt will carry its own number, and by purchasing one the buyer is eligible to win one of five major prizes and five daily prizes. Major prizes include a car, a time-share vacation membership at the Tamarack Resort in Wisconsin Dells, a four-day Caribbean cruise for two, a Polaris personal watercraft and a Polaris sport all-terrain vehicle.

It is possible to register for the prize drawings by stopping by the Milwaukee Visitors and Convention Bureau, Black said. No purchase is necessary.

Profits from the Big Ts go to Milwaukee World Festivals for replacement equipment for the children's area on the Summerfest grounds, Black said.

In addition to apparel, Kohl's will sell Summerfest tickets and $2 Summerfest pins that admit the wearer to the grounds during specified times on weekdays.

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