State Fair is no secret and people around the state and around the Midwest know all about the cream puffs, the pig races and the Giant Slide. But for a lot of people State Fair hasn't been about the music in the same way they perceive Summerfest to be.

Enter Bruce Sullivan, a life-long Milwaukee guy with an impressive music business resume. Even better, he's managed to stay at home and work in the biz.

Now he's the man behind many of the stages at State Fair and with another Big Gig behind us, we decided to ask Sullivan about the Fair and his plans for it.

OMC: Bruce, tell us a little about what you do at State Fair.

BS: I am the Entertainment and Events Director. I supply the entertainment for our Miller Lite Main Stage, Cousins Subs Amphitheater, Funjet Fun Stage, Family Variety Stage, World Café Stage, BMX Park and our Street Entertainment. I coordinate, with the help of my talented staff, over 100 events during the Fair that include our daily sponsor events in Central Mall, Racing Pigs, Marching Band Competition and the Daily Parade. I also like to help the other 25 stages on the grounds with any questions that they may have regarding entertainment.

OMC: And you have a background in the music business in Milwaukee, don't you?

BS: Yes I do. I have worked in Milwaukee radio for over 25 years. I also worked as a product manager for eight years with Narada/Back Porch Records, which was an EMI label, based in Milwaukee. I worked with some great events in town such as Jazz in the Park, Jazz on the Vine and the Third Ward jazz festival (Summer Sizzle).

OMC: With renovated grounds and all, music seems like the main area in which the Fair can make a jump in quality. Did you take a different approach to booking the Fair this year as compared to how it was done in the past?

BS: I feel that we have made great strides in many areas to make it the quality family event that is the Wisconsin State Fair. Music is just one of those components. The approach was a little different this year because I wanted to establish our Miller Lite Main Stage as a true music venue. More high profile artists, addition of video screens, improved track seating layout and family affordable ticket prices will all help with our vision. The upgrade to national headliners on our Cousins Subs Amphitheater, which is the largest free stage on the grounds, will give our Fairgoers another choice among our other 28 free stages to enjoy quality entertainment and enhance their Fair experience. It's a great compliment to hear people ask me how to buy tickets for a show and tell them it is on one of our free stages.

OMC: Do you have some leeway to take some chances and make some unusual choices? Is that something you'll do?

BS: Yes and Yes. With the variety of stages on the grounds, it gives me the opportunity to try new things and share them with the Fairgoers. Some of the venues at the Fair are intimate and audience friendly so you can take a chance and bring in a singer/songwriter or instrumentalist that might be obscure to most but fits in the family friendly environment. People walk away with the appreciation of a new experience and it came while attending the Fair. That is what it is all about at the Wisconsin State Fair.

OMC: What's your long-term goal for music at the Fair?

BS: My long-term goal is to continue to improve and bring the best and most diverse entertainment to the Wisconsin State Fair, both on our ticketed stage and our free ground stages, while keeping ticket prices at a family affordable price. This year you can see great entertainment on the Miller Lite Main Stage such as Doobie Brothers/Kansas, Lonestar/John Anderson/Jake Owen and BoDeans/The Gufs for as low as $10! Or see Shooter Jennings, Craig Chaquico, Daryl Stuermer, 10,000 Maniacs, Colin Hay of Men At Work, Young Dubliners and Mitch Ryder and The Detroit Wheels on the free Cousins Subs Amphitheater.

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