From free concerts at Musikfest, the nation’s largest free music festival, to new attractions at SteelStacks’ Oktoberfest this year, well over one million people will benefit from D.G. Yuengling & Son, Inc.’s renewed commitment to music, arts and educational programming in the greater Lehigh Valley region.
America’s Oldest Brewery, Yuengling has expanded its partnership with the nonprofit ArtsQuest this summer to help the Bethlehem-based arts and cultural organization increase access to the arts. In addition to renewing its support of ArtsQuest’s programming at SteelStacks, the Pottsville, Pa.-based brewery has expanded its support of Musikfest, helping ensure ArtsQuest can continue to grow its programming for the region, while also offering the majority of that programming for free.
“As a family business with a storied history in our area, D.G. Yuengling & Son has long been committed to making Pennsylvania a great place to live, work and play,” says ArtsQuest President & CEO Kassie Hilgert. “When we were looking to transform the old Bethlehem Steel plant into SteelStacks several years ago, Dick Yuengling was among the first to get behind the vision because he knew the potential impact it could have on tourism and economic development. Now, the Yuengling Family has once again stepped up its commitment to our community by making a long-term pledge to supporting ArtsQuest’s music and arts programs for our region.”
As one of the leading supporters of Musikfest, D.G. Yuengling & Son is playing a key role in helping ArtsQuest present a record 387 artists from eight countries on 15 stages during this year’s event, Aug. 5-14. In addition to the music, Musikfest attendees will be able to enjoy a brand-new experience at “Lagerfest Platz,” an outdoor courtyard at Festplatz that will feature popular Yuengling beers like Yuengling Traditional Lager, Light Lager and Summer Wheat; a great selection of Yuengling merch and apparel; fun games like bean bags; and the opportunity to enter selfie contests to win free Musikfest tickets and other awesome prizes.
“As America’s Oldest Brewery, we understand the importance of supporting our local communities,” says Dick Yuengling, President and Owner of D.G. Yuengling & Son, Inc. “Partnering with ArtsQuest allows us to give back to the Lehigh Valley and provide more access to the arts and entertainment for eastern and central PA’s citizens and tourists.”
Through its support of SteelStacks’ programs over the past five years, Yuengling has also helped the campus blossom into a major tourist destination for the region. During its initial year of 2011, SteelStacks attracted 400,000 visitors to Bethlehem, while last year more than 800,000 people visited the site from over 40 states. Overall, the programming at SteelStacks now has an economic impact of $48 million annually on the region.
Other key elements of Yuengling’s expanded partnership with ArtsQuest include renewed support of:
The Yuengling Summer Concert Series at SteelStacks
Started in 2014, this outdoor music series at the Levitt Pavilion brings dynamic indie and rock acts to the Lehigh Valley, including artists who previously never performed in the region such as CAKE, Modest Mouse and Tegan & Sara.
SteelStacks’ Musikfest Café presented by Yuengling
In addition to presenting the best in nationally touring rock (David Crosby, Lindsey Buckingham), blues (Keb’ Mo’, Robert Cray) and jazz artists (Pat Metheny, Chick Corea), the Musikfest Café has become one of the premier destinations in the region for showcasing homegrown talent. Last year, the Café hosted more than 55 performances by local and regional artists, providing these musicians with diverse opportunities to support their livelihood.
Oktoberfest at SteelStacks
Started in 2011, Oktoberfest now draws more than 25,000 people annually to the Lehigh Valley, playing a key role in tourism and economic development in the region. Thanks to the support of Yuengling, the festival eliminated its admission fee in 2014, making it free for all to attend. This year, the event looks to attract even more people to the region by adding in events such as the Great Lakes Timber Show, an ice sculpting competition, canine agility demonstrations and performances by the Allentown Freak Out Fringe Festival.