Market Strategy & Experience Design

Friends of Lakeshore State Park


Lakeshore State Park is located in the heart of downtown Milwaukee adjacent to the Henry W. Maier Festival Grounds and Discovery World at Pier Wisconsin.

The Friends of Lakeshore State Park is a non-profit that partners with the Wisconsin Department of Natural Resources and the community to support Lakeshore State Park as Milwaukee’s premier urban lakefront destination for environmental and freshwater education, conservation, recreation, and outdoor enjoyment.

Engagement Needs:

The Friends of Lakeshore State Park non-profit organization was looking to increase brand awareness of and foot traffic to the space as well as to create a fundraising mechanism to maintain and sustain the park for years to come.

Key Insights:

Through research, planning, and meeting with key board members, NEWaukee learned the following key insights:

• Many Milwaukee residents do not realize how accessible the park is or the amenities it offers like beautiful beaches and bike paths along the lake.

• Having a sustainable fundraising mechanism is a key goal for the organization.

• Any project planned cannot alter the park in such a way that would negatively impact the wildlife.


Here’s What Working with NEWaukee Can Do:

NEWaukee designed the Urban Island Beach Party to attract the community to the park. The island-themed fundraiser and festival featured local musicians, artists, restaurants, and small businesses. Activities including free sunset yoga, paddleboarding, kayaking, rock climbing, beach fires, and floating lantern activities allowed attendees to experience all aspects of the park with family and friends.


• Attracted thousands of newcomers to the park each year between 2009-2019

• Raised over $10,000 for the Friends of Lakeshore State Park’s fundraising campaigns through on site donations, beer garden sales, and a floating lantern festival

• Garnered press from multiple local news outlets

• Since its first year, park has become one of the most popular parks in the city

Make NEW Possible


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