Fiera Milano Live, Fiera Milano event area, will host for the first time from July 5th through 7th, one of the most popular rock events: Heineken Jammin’ Festival. Fiera Milano great outdoor space, located behind the pavilions, will be turned into a true concert area. This year’s event will host exceptional performers such as Red Hot Chili Peppers, The Prodigy, and The Cure, as well as many other artists. Over 100 thousand attendees are expected.

Heineken Jammin’ Festival is not only music. Entertainment areas will be created to allow enthusiasts to fully enjoy the event through sport, relax and fun: a unique day-long experience.

The Festival was presented at the Municipality on the occasion of a crowded press conference which was attended by Milan mayor Giuliano Pisapia. “We are proud to host for the first time Heineken Jammin' Festival – said the mayor – the biggest rock event in Italy and among the most important ones at European and global level. It will be a must-go event of fun and music. Milan has not been chosen without a reason. Our town boasts a tradition which makes it a true international music capital. I also hope that Expo 2015 will leave us a music stadium devoted to big events, a well-equipped place easy to be reached by public transports, to be devoted to concerts and exhibitions until late at night”.

“Everything is ready – said Enrico Pazzali, CEO at Fiera Milano – we will put at participants’ disposal 17thousand parking spaces and a layer of synthetic grass to mitigate heat coming from the ground. Thanks to Fiera Milano Live, we will open a structure which has always been devoted to business world. We looked for, and found, a new vocation which perfectly suits our characteristics and structures, besides meeting a social need. We want to become an appreciated entertainment location, and I think we are succeeding. We have been working on this project for a couple of years, increasing the necessary specific know how. Last summer in our concert area we hosted a rich program of rock and metal music. Now we do a step forwards, with an international event like Heineken Jammin’ Festival. For this reason, we created a specific brand - Fiera Milano Live – which gives us identity and recognisability. We still have much work to do, but we are very satisfied of the results achieved so far”.

Gates - says Roberto De Luca, president at Milano Concerti – will open on Thursday 5th July at noon. ATM transfers are strengthened in the three days: until 1 am on Thursday 5th, until 2 am on Friday 6th and Saturday 7th July.

Fiera Milano news n.46 – June  2012