WeDiscover Festival Coming to Downtown Muskegon July 3, 2021

Community News |May 26, 2021|3 min read

Muskegon, MI — A hot new Independence Day festival has been announced on the heels of Governor Whitmer removing outdoor gathering restrictions in the State of Michigan starting on June 1st.  The WeDiscover Festival will encompass multiple city blocks of Downtown Muskegon & the Beachfront of Lake Michigan over the Fourth of July weekend. The main event will be held Saturday, July 3rd, and feature headliner talent, a modified and exotic car show, the new social drinking district, food truck alley, and massive firework festival by Melrose Pyrotechnics.

Event organizers define the festival as a culmination of forward thinking producers, creators, and innovators that explore hidden-gem locations and fuse this with global entertainment and headliner talent.

Festival organizers include the City of Muskegon, Luxury Rally Club (LRC), and Hot Import Nights (HIN), known as the largest automotive lifestyle festival in the nation. “We’re ecstatic to bring the WDF to Muskegon, MI and couldn’t ask for a better backdrop,” said Kathryn Miclat, VP Global Operations, Hot Import Nights. “Hot Import Nights has traveled and produced events across the globe and Muskegon truly is a world class venue. We can’t wait to unveil some amazing vehicle builds, showcase headliner talent, and create unique digital content for millions to enjoy all while in a fun festival environment! This is definitely going to be one of our best stops yet.”

The City of Muskegon has been a tremendous asset in bringing a festival of this caliber to Downtown Muskegon. “This is a great event that focuses on people, sustainability that highlights Muskegon’s beautiful landscape. We are excited to host an event that allows new people to enjoy the City, but also for our community to discover something new, at no cost” said Frank Peterson, Muskegon City Manager.

The Downtown Muskegon corridor of Western Avenue will be blocked off between First and Seventh Streets to allow for multiple stages and modified and exotic supercars on display.

Sponsorship Opportunities & Inquiries can be sent to

About Hot Import Nights:

Hot Import Nights is the World’s Largest Automotive Lifestyle Entertainment & Media Company.  Targeting for the highly sought-after Gen-X, Millennial, and Gen-Z audiences, the Company produces must-attend indoor/outdoor festivals that celebrate the convergence of cars, tech, and pop-culture in a lights-out, nightclub atmosphere. HIN also features an innovative Global Digital Platform for fans to connect about cars, music, fashion, art, pop-culture, social stars, entertainment, and esports.

More info on HIN:

About Luxury Rally Club:

Luxury Rally Club is a private members club for the world’s top luxury automotive owners.  Our exclusive events bring together successful entrepreneurs, wealthy business leaders, celebrities, aristocrats and royalty. The focus is centered around a passion for driving the world’s rarest and most prestigious motor cars. In addition to our rallies, LRC hosts some of the top car events in the world in partnership with leading manufacturers in the luxury and automotive industry.

More info on LRC: