If you’ve ever participated in a Shamrock Shuffle bar crawl or one of Milwaukee’s other can’t-miss party weekends, there’s a good chance Michael Sampson had something to do with it.
From childhood weekends bouncing between the lakefront and Brewers games to creating some of the city’s most recognizable events, his story is rooted in community, hustle, and a love for bringing people together.
Now, through Swarmm Events and his work with local businesses, he’s helping shape how this city shows up—and gives back. Check out our Q&A with Michael below.
What is your background?
Born in Milwaukee, grew up in Palmyra during the week with my mom and Muskego on weekends with my dad.
Any stories from your youth that define your path?
My father would bring my sisters and I to Milwaukee on the weekends a lot so i always loved the city. From the public museum to the lakefront to baseball games, I believe it help lead me back here and i am excited to share those same experiences with my daughter.
Where did you study?
The Harvard of the Midwest – UW-Whitewater
What do you do for work now?
I help businesses with their insurance with Acrisure & also founded Swarmm Events, producing fun events in our city for the past 16 years.
Can you talk a little bit about your career journey? How’d you get to where you are now?
After college I moved to Los Angeles to become the next great talent agent like Ari Gold. I worked at William Morris Endeavor (Ari Emanuels agency) and then television production until the recession happened.
I then worked as a promoter at Hollywood nightclubs until moving back home to Wisconsin. I started promoting for some local nightclubs like Apartment 720 and Kenedee, which ended up leading to events like the Shamrock Shuffle that was created in 2010. The events continued from there.”
Can you talk more about your community involvement?
When people sign up for a Swarmm Events they should know that part of that ticket cost includes giving back to the community. We are now over $190,000 since 2010.
What are some ways you have impacted the community in your line of work?
Giving back from events and obviously giving people fun things to do in our great city.
What do you like about living in Milwaukee?
We live in Riverwest and love our neighborhood.
The walkability of Riverwest is important to us. We live by 3 parks for our daughter Frankie and awesome restaurants like Wonderland and Nessun Dorma for some of the best bloodies and brunches in the city. Black Husky Brewing is also a second home to us with great beer and a friendly atmosphere. Frankie knows where to find the juice boxes and fruit snacks behind the bar 🙂
I have also loved the opportunities that Milwaukee can provide entrepreneurs and their ideas to better improve our city.”
What do you want to see for Milwaukee’s future?
I’d love Milwaukee to continue to grow its tourism industry. Both by bringing more cool events to the city and leaning into our nightlife harder. Bring in more bachelor and bachelorette parties, which will also bring more money to our ballpark, forum and theaters.
I was in Nashville recently and could not believe how they have grown since i was there last. It was booming and 3 times more expensive than Milwaukee.
Anything else we should know about you, your job, community involvement, or life in general?
My two favorite people are my talented wife Kristin Brey (check her out on IG and 10-12 every day on 620 AM) & my 2 year old daughter Frankie.