Welcome to Groth Gets It! In this special episode, we’re spotlighting Sober Fest Milwaukee 2025—a powerful community event filled with music, mocktails, and recovery support. Join us as we talk with the co-founders about how it all began and where it’s headed.
So I start my podcast like I start my depositions. And that’s just simply, can you say your name and spell your name for the record? So let’s go right to left. I’m going to put John on the on on the mic here first. Sure. Let’s go right to left. Here we go. Alright, John, just j-o-h-n. Hi, I’m Jason J o n Byron. Byron. And what’s your, what’s your relationship to Sober Fest? So let me just say we’re very excited about Sober Fest. It’s August second at Pere Marquette Park. We just did some, a commercial just recently. We’re very excited to be a, you know, one of the sponsors of this event, but let’s talk about what this actually means. So this it’s Milwaukee’s biggest sober festival, right? Let’s see kind of where it came from and talk about the origin story and how you guys got involved in this. Can I start with you want to start with Byron? Yes. Is that best? Yes. Default and say Byron. Okay. Gotcha. Yeah. Well, The Sober Fest is the brainchild of the Phoenix organization,which is a nonprofit organization that brings people together in sobriety for activities, free activities all over the city. Really, all over the country. We’re a national nonprofit. And, music is, a good way to bring people together. Milwaukee being the city of festivals. We, have, you know, expanded into music events, like karaoke and now Sober Fest, which started in twenty twenty one. Okay. So right in the middle of Covid. Yes, man. Okay. Yes, yes. So how was that for Sober Fest? We’re. It was outdoors. It had to be outdoors. Yes, yes. It was, twenty, twenty one. My friend John here, we’re we’re playing basketball, probably at a Phoenix event, a free, basketball event that we did out in Oak Creek. And, we’re supposed to be wearing masks inside the gym, but, you know, we’re not wearing masks. You can say it now because the statute of limitations. Yeah, exactly. Exactly. Because I wouldn’t have said that two years ago. But yeah. So we’re playing and in between games, we’re sweating. We’re we’re talking and and I hadn’t seen John in a while. I didn’t know exactly what business he was in, and he was like, Byron, I curate concerts, I curate music events. The Phoenix should have a music event. And I was thinking, wow, you know, we had been talking about doing something like that. And I was like, ah, you know, and I said, he said, yeah, no, seriously. And he showed me a video of an event he did with bubbler bikes. Sure. Right. Right here in Milwaukee. And when he showed me that video, I was like, wow, we could do something like this. And that’s how Soberfest was born, because the video that he did for Bubbler Bikes, I was like, wow, it really, you know, brought people together. It was virtual. So it was perfect for the time being. Covid. And then,you know, we planned ours maybe, you know, some some time later when Covid was kind of, you know, we were starting to get back outside. Yeah. And,we picked a small park on Locust, on the, on the east side of Milwaukee and in Riverwest. there’s a little small park over there, and I love the park, and it’s just small enough where we could put fifty to sixty people in there and make it look like it’s a summerfest or something, you know, with the right angles. Yeah, with the right angles. With the right angles. Good photographer. You can make it look awesome. Yeah, absolutely. Yeah. And so we had the first one in maybe August of twenty twenty one. And, you know, build that park up eighty to one hundred people. And it looked packed and. Yeah. And it was just a great event. And we always wanted to John had told me that about Pere Marquette Park, during that experience. And we were like, well, we’re not we’re not ready for that yet. I mean, we just got to Milwaukee, even though we’re a national, organization, we just got to Milwaukee in twenty twenty. I was hired to bring it here. And, you know, myself being in long term recovery, they. I promised the phoenix that I could start a chapter here. And, you know, through all my friends in recovery, I’ve been in recovery. So, And all of us love sports, and all of us love music. And so I convinced him to hire me to do something that I already love to do, and that’s be active in recovery. And so, yeah.twenty twenty one, twenty twenty two, I think we moved to Pere Marquette Park and we’ve been there ever since. And of course, the fifth installment, we’re really proud that, you know, we’ve been supported by organizations like Groth Law, to bring the fifth one to Pere Marquette Park. Saturday, August second. Awesome. And, well, hopefully next year it’s at Summerfest, right. Or something. Some place bigger. Absolutely. Yeah. Yeah. Goal to grow. So that’s kind of the kind of the origin story. So what when did the Phoenix organization start? Because that’s a national organization. Are are you all or have you all gone to other Phoenix organizations in Chicago or Arizona or California or something? I’ll let Jason. Yeah, I’d be happy to answer that. So, two thousand and five, the Phoenix was founded in Boston, I believe, and quickly moved to Denver. Denver is headquarters for us. Scott Strode, is the founder and, has a book out. He did a Ted Talk. So, good stuff if you search for him. But, you know, they started with, like, some kind of more adventurous type of events. They were like ice climbing and hiking mountains and, like, really getting that adrenaline rush stuff. We do ice climbing. We couldn’t really hike. Yeah, exactly. Like ice walking across Lake Michigan, maybe, but that’s about it. Yeah. So, but, eventually, you know, we, we grew and we found out that, you know, Phoenix event can be almost anything. And so in Milwaukee here we do hiking and biking and climbing and yoga and CrossFit, but as well as, like, karaoke and and, going to the museum and going to, the symphony. So saw a Phoenix event can can be, you know, just about anything. So, like Byron mentioned in twenty twenty, you know, we opened the chapter in Milwaukee and the Phoenix, national nonprofit is in every state now. So we have volunteers and events in every state. Cool. So, so how many more are there in Wisconsin? Are you the only one in the state of Wisconsin? We are. Yes. Oh. You are. Okay. Wow. Okay. Yeah. This, Jason and I are. We represent. We represent? Yeah. Wisconsin. The state of Wisconsin. Yeah. And so what we do is we don’t even have a brick and mortar building. We partner with gyms that are already open, say, adventure rock. Or space. Yeah. Yeah. Awesome. Yep. So those are great partners of ours. And, you know, they love the idea of the Phoenix. And, you know, we you know, my job is really to go to them and tell them about our program. And, can we possibly get a discount or get free time at adventure Rock? And they, you know, graciously give us that time. And, then I turn it over to Jason, to, get the volunteers to run the, you know, to support the climbers or whatever we’re doing. And then, we put it on our app and we put it on our Facebook page, and we advertise about it through there. And people follow our, you know, people in recovery follow our pages. Yeah. And they find out we show pictures of us climbing rocks and playing volleyball at the beach or playing basketball. How can we do that? Yeah. Boom. And we give them the link and you know, so we got new people coming in every day. And then there’s always John. There’s always somebody when they come to an event, they say, well, we should do snowshoeing or we should do another event. And so that’s how we recruit our volunteers, because we said, you’re going to do that. You’re going to. Good idea. Yeah, absolutely. And so we’ve grown and volunteers and programs. We have something going every single day of the week. Oh, wow. Yeah. Okay. So how how many volunteers do you guys have? Active volunteers in Milwaukee area. Forty plus. And then there’s kind of, you know, folks who come in seasonally to do their thing or play volleyball or organize. And so that’s that’s upwards. Almost one hundred volunteers in Wisconsin. Total. Yeah. So if we can get the word out to anybody, really, if it’s businesses that can help support either financially or just space and then people to help organize or. Absolutely. Yeah. Whatever they’re going to do, maybe next week or on August second for Sober Fest if they could help. Is there like a organizing committee where you have volunteers that are helping out throughout the day? You know, those kind of things that you need, available on our app, which is called Newform. You can sign up to volunteer. Here. And we’re always looking for volunteers, so it’s an easy way if you have free time to get involved, to support a community, to have fun. Everything we do is free. All those events that we across the country, Sober Fest, everything you do is free to our members. Yeah. You drive right now to Chicago or you drive to Los Angeles, and the app is going to tell you you’re in Los Angeles and what’s in Los Angeles free with the Phoenix. And you just show up at whatever gym or whatever if they’re going to the theater or whatever you see, if they’re at the beach doing yoga, you show up at seven o’clock, say, I’m with the Phoenix and you’re in. Yeah. Awesome. And and there’s no pressure, right? I mean, we have the this drinking culture in Milwaukee that wherever you go, you have to have a drink in your hand in theory. Right. But going to any of these events, you don’t have any pressure because you have people who are going to be there and support you. Right? Absolutely. Yeah. The person that’s next to you, you could be, you know, your first week, your first day and you’re nervous about now you’re in there and you’re climbing next to somebody that’s got five years. Yeah, you have a little conversation and then they’re helping you along. And so that’s just the way to build community. And yeah, we do it all over the country. Awesome awesome awesome. All right. So, man, so we’ve I have a script here and I have all my things to talk about. And we’ve talked like about a bunch of them. So I am now officially off script. So good job me that I again have messed up in my my organization, which is fun though. All right. So one of the things that we do with a lot is, well, we just had a couple just this week where it’s victims of drunk driving, driving under the influence. Right. So that’s something that certainly why we’re involved to a large degree is we see a lot of people who are injured because of other people who made a bad decision, made a bad choice, who have suffered some, some problem. And because of that they’re driving while they’re under the influence. So that’s really why we wanted to get involved with this. Is there do you work with other organizations, like, any support organizations like that that could help victims of, drunk driving and driving under the influence? Is that something will those organizations be available on at at at Sober Fest, like Mothers Against Drunk Driving or organizations like that? I would say like Legal Aid. We’ve had them there. Veteran, you know, veteran organizations and, certainly like every recovery, organization, every sober house, every treatment center, women’s treatment center, all of those people who. Those are the experts. Yeah. You know, everybody. That’s. They’ll all be there at Sober Fest. They’ll be in booths with, you know, literature and and everybody that’s in that in all of us in that world. Yeah. Encounter people. There are people who are, you know, volunteers and team members who come to our events that have cases. You know, they you know, they decided to stop because now they have, you know. Sure. And and we’re one of their first options. Should I go to AA? Should I go to the Phoenix? And it’s interesting because we’ve always thought of ourselves as going alongside your, treatment center or your. And now people reach us out to us first, you know, sometimes and, and they say, hey, look, I, I lost my license. I’m, you know, we we have you know, one of our members is coming to our events every week and she’s biking, you know. Yeah. Due to she can’t drive her car and stuff, so. So, yeah. You know, so I’ll be honest with you, it is the place where, you know, if you have a situation like that, we can definitely direct you. If we can’t, somebody at that booth, you know, we all have clients who are involved in unfortunate in that situation. How many, different booths do you guys have at this event? Twenty five. So twenty five different twenty five resources will be there. Yeah. So twenty five different ways that people can get help. Yes. Yeah. I’m assuming it’s just a vast array of potential right there that somebody can go. And if this is the wrong organization for them, it can be somebody else. Yeah. For sure. Awesome. Yeah. Mental health. You know, I think, you know, if you’re having something that you want to talk to somebody, I mean, there’ll be somebody right there. And I think that’s very important. You know, in our city, to, you know, talk about mental health and be, you know, to be able to, you know, have those resources is amazing. At a, at a concert, at a music venue where you’re going to be eating food and, you know, enjoying yourself. Hey, if you need to talk to somebody, we can direct you to somebody right now, right away. Right today. Just makes it just easy, right? There’s like, barriers to entry, I guess, or barriers to the to recovery. You lower those those barriers and then people can hopefully get the help that they need. Interesting. That’s super true. This morning I got a logo from Willowbrook, and I had no idea that someone in the community was, like, working with them for some reason, but I just submitted that information to one of my friends. Remember I was telling you I had a friend that was going through some things, and we referred him to Willowbrook, and he he went to the detox, he went to Willowbrook, and now he’s like working with them. But I wouldn’t have known how to navigate that. But then Byron, who you know, knows how to navigate. So I totally came to him for that information. He gave it to me. He was like, here, this is what he needs to do. Kind of gave me some little pointers for his family. So yeah, those resources are always important. Yeah, for sure, for sure. And with just Jason and I being the only, people on the ground here in Wisconsin, it was important for us to partner with all these organizations and, you know, put them on our committee and, you know, have them, you know, because that also brings all their people, all their clients are going to be at Sober fest. Sure. And so now, you know, it’s we have help with that. And that grows the event every year because, you know, the now people want to be on the committee or bring tables and stuff like that. So the event is Saturday. It’s Saturday, August second at Pere Marquette Park. And what are the hours for till nine, is that right? Yes. So tell me I don’t know. I’m kind of looking to John. I don’t know who would. What’s the actual event like? So you get there at four o’clock. And what happens? There’s twenty five or more booths. There’s food. Yep. The food is served at a certain time, usually a little bit after everyone arrives. But, this year I think things will probably kick off a little earlier because we expect a larger turnout. So yeah, normally, you know, DJ is going to be playing music as soon as you get there. There’s resources. We were just talking about, like the cotton candy mingling, running around, taking pictures. Yeah, just kind of just getting in and talking and working with everyone. And then we have like a seating area. So there’s like, you know, a bunch of seats in front of the stage or whatever. I know Jason probably has that figured out more than I do because that’s his area. But, yeah. And games too, you know. Yeah, yeah. Games, games. There’s tons of family games and things. So cornhole, there’s just a lot going on, you know, it’s a lot going on. It’s a lot for you to do, but you have a lot of options if you want to sit and just kind of listen to the DJ or, you know, eat a snack or whatever, or you can go play some games or, you know, just a lot of different things to do. Resources. Obviously, again, there’s some kind of with the selfie selfie kiosk or selfie stand or what’s it called. Yeah. The three sixty three sixty. Yeah yeah yeah for sure. Little spin around. But then we also got amazing music. Oh yeah. You got to that part. Amazing music. So, so four o’clock you get there, you can play games. You’re, eating a little bit later, DJs playing, and then, is there live music? And then when does that start? And how long does that go? Well, the music will probably start around four thirty ish. We kind of fluctuate depending on what’s happening. Sometimes things are just organically happening and we let it happen. Like if someone’s talking a little longer and they’re getting to a good story because we’ll have speakers, we’ll have our sponsors, we’ll have, you know, Mr. Jon Groth may come out and say a few words. That’ll be amazing. And, you know, we’re also sponsored by, Bader Foundation, Beta Philanthropy Philanthropies. And they’ll probably have a representative say a couple of words and, you know, just. Yeah, maybe inspirational. Yeah. We’ll pick somebody to give a little. Yeah, maybe from the new station or say something. Abigail’s going to do a testimonial as well. Yeah, she’s one of our performers. Abigail Justice. Yeah. Some of the artists, you know, are people in recovery as well. And so. And they might be Phoenix members or Phoenix Phoenix volunteers, and they might tell a little bit of story about how they connected what the Phoenix has done for them. Yeah. All in there. A lot of time for music. Yeah. Yeah. Because John runs a tight ship. It’s like the big. What’s that? The anchor thing. Pull him off stage. Yeah. Yeah, just give him a little. That means you got one minute. Yeah. Because, you know, it’s it’s a it’s a county park. You know, I, I wouldn’t imagine that. Nine o’clock. The music may go off. I don’t know. You know, you sign up to. You know, that’s the point. The cops might show up and say you’re done. Yeah. Yeah. Get too loud. One of our scares before, because we got there last year and the power wasn’t on yet. But the power doesn’t come on until a certain time when people just used it all day. Which makes sense. Yeah. Yeah, exactly. Yeah. They don’t even have it on until a certain time. They’re like, okay, now you guys can have power. Oh, yeah. Oh, wow. Okay. So. So that’s all logistics. That’s you. John. You’re. Oh, man. Yeah. So now until then is really crunch time all day. It started, it started this started a couple days ago. Usually happens like that. The like the ten twelve day mark before the event. It’s like all these things got to start, you know, taking place and being adjusted, especially the food, the and you know, we really we actually, we associate and partner with our Phoenix in Chicago, which you asked about that earlier. And they actually bring a couple of buses, busloads up from Chicago. Oh, wow. Of the Phoenix in Chicago. And they come up and support, and so they know they’re going to get a, a good meal and some music and some resources and maybe one of these beautiful t shirts and yeah. So that’s even more exciting to be able to, you know, now they want to do their own Sober Fest Chicago now. And actually, Sober Fest has grown across our organization, you know, just based on John and I coming up with that idea. We’ve had one in in LA, Phoenix, LA. We’ve had one, we’re having one, in October, Sober Fest in Phoenix, Arizona. Okay. Yeah. so. Yeah. It’s been growing. Yeah. In Detroit, I think they had one in Detroit. Yeah. So. Yeah. But. But Milwaukee started. We started? Yeah. Yes. Basketball court in Oak Creek is where the. Yes, yes. In between. Microsoft started in somebody’s garage. You know, this is on. That is true on the hardwood in Oak Creek. Okay, cool. Yeah. For sure. Cool cool cool. Alright. What else? So what’s is there anything new this year? And I kind of alluded to that. Three sixty, selfie thing. Is there anything else that you guys are doing this year that we should know about with with Sober Fest? Food. Food is going to be catered. We have the past year’s. I think we had either like, you know, barbecue and things like that. This year is like full Mexican food menu. Are they food trucks or is it like a actual catered. Okay. Yeah. So that’s that’s interesting to feed five hundred six hundred people. Oh, sure. You know what I mean? And we always want to give them, you know, I mean, we of course, we started with the hot dogs and the bride’s. That’s what you’re going to get. And I think that’s a good staple. You know, you’re going to get at, Summerfest, you know, or Bastille. But, we just try to do a little something different, you know, make sure they kind of get a meal. You may they might be living in sober living, or they might be, you know, who knows where some of our folks come? Even the people in the park, you know, we we make sure everybody gets a meal and we just want to, you know, fill them up with a nice meal and free drinks and dessert. Ice cream, donated by scratch ice cream. This is the place to go. Yeah. Ice cream too. Yeah, yeah, yeah. So I’m telling you, it’s it’s. Yeah. yeah. We’re giving out all kinds of swag and t shirts and bags and stuff like that, so it’s a really good time. Yeah. Awesome. So do you have it? Or maybe next year we’ll put kind of the thought in your brain here about have adventure rock bring one of their mobile. We try. Did you? We did try one. Yeah. That’ll be great to have. He it was something about the trees. I think there’s too many. There’s too many trees. It would take up a big. Yeah. Two big. He needed, like, a large space. Yeah, because he does take that thing around, you see. Yeah. Yeah, sure. He’s definitely ready to do it. Like, if we if we had a space where it was no trees, he would definitely bring it up. Okay. Yeah, yeah, yeah, yeah. It’s very unique, you know, it’s, you know, music, all the things that happened at Summerfest without the alcohol, we’ll have mocktails, that are, I mean, really good mocktails that are made. That’s on my list. So I want to get to that. So. Okay. The mocktails, who, who’s making them and is there, how do you know which ones to make? I mean, is there a menu of mocktails? Are there, just anybody comes with a with like a a booth for mocktails. Is there a certain company? Yeah, yeah. We partner with Honeybee. Sage. Okay. Which is a very popular, newer, maybe a couple of years it’s been in existence. It’s, it’s a cafe, on MLK, in you know, on the east side of Milwaukee. And they also just got a new location. They’re doing so well in the third Ward. So honeybee, sage, apothecary, that’s whatever that word. Apothecary. Not quite sure what that means, but I don’t know what it means. But but it. Look, when you go in there, it’s very cool. It looks like an apothecary. I mean, they have tea, and it’s, you know, Angela Mallett is the owner, and she’s dynamic. She it’s her brainchild, and she personally comes down and, you know, serves the mocktails with, you know, some of her staff. And so, you know, the last I think three years we’ve been, working with her and, you know, she makes sure, you know, we we’ll have some soda and stuff around for her. She’s like, two options, right? Yeah, yeah. I think she’ll have two options. Yeah. And, so we pretty much know, you know, having been with her before, we kind of pick which ones we want, you know, we’ll bring the pollinator. We want that one. And, pomegranate fizz. Yeah, yeah. So we all know and she knows pretty much, you know, how to handle our group and. Yeah. So, so it’s a real treat, you know, to, to have that. I don’t think, you know, you’re going to go to, you know, we’ve been in in sobriety for years and we, we never had a mocktail at our, in any of those events that we went to. Oh, a little can of sprite. That’s what you did. One of the many. Yeah. Yeah. The big one. Yeah. Precise. Cool, cool. So, I think, I just mentioned in the past a little bit. So Sober fest, you had a whole area, right? And, were there mocktails there? Is that going to be and is that going to be an ongoing thing every year at Sober fest? Hopefully. Yeah, that’s definitely the plan. You know, for us to, be there every year. We were there all three weekends, this year. And it was just really, really was a great opportunity for people to come down, who are in recovery or, you know, just want to have a mocktail. So we, we had like, mocktail hour there because we just could, you know, it’s eight hours. We just couldn’t serve mocktail free. And they were free. You know what I mean? Yeah. So from like I think it was four to six every Friday or Thursday, Friday and Saturday. And when the word got around at Sober fest around four o’clock, people start lining up for mocktails. Yeah. So we would run out, you know, of mocktails because. Yeah. They’re so good. I’m very refreshing some some hot days down there and Yeah. So but at this event, there’ll be mocktails from four to nine the whole time. Yeah. Awesome. So we need people to donate their time and their treasure for Sober Fest for the Phoenix in Milwaukee to make this event the best one that it can be this year. And then certainly, we’re going, we’re we’re coming for a bigger stage next year, wherever it’s going to be. You know that’s the goal, right? Absolutely. Keep it going. Yeah. Sober fest grounds. That’d be great. Sober fest grounds? Yeah. To bring the venture. Rock out. Yeah. Yeah. There. You could do it. Yeah. Yup. Awesome. I think that’s about it. What, Is there, I guess each of you. I’ll let you each kind of have a little finale here. So, what do you want? Anybody who stops by Sober Fest next week to walk away with. I’ll start with Jason. Yeah. You know, there’s a lot of people that are familiar with both the Phoenix and, and have been to multiple sober fest, but, you know, people who. This might be their first time coming. I just want them to. I’d love for them to feel that sense of community and the fun that you can have in sobriety that we’re, that we are, you know, open with our sobriety as well. We’re not hiding in church basements. We are out loud recovering. And, we want people to know that it can be done. You know, come in and listen to music and have fun and enjoy resources and meet people and, just enjoy the show. Really? Yeah. Awesome. Jon, what do you think, man? Even for myself, like the first one when it was over, we just. You got paid with this feeling, you know? It’s just like you got this really good, positive feeling, like, make you want to just set out and, you know, do whatever you got to tackle. So I hope people do that. And like the people that maybe, you know, like you said, on the fence or just kind of curious about, you know, changing their life or whatever that they take, that you know, that feeling and be able to act on that. Awesome. Yeah. I’m sorry, but that’s the. That is the vibe. You know, we create a vibe where, I mean, every time we have one, we have, you know, a story like that that, you know, to take with us. That motivates us to keep it going because there’s always one person, that was, you know, let me go check this out. You know, I mean, we had a guy that was on his way. He had never been into recovery. He was kind of white knuckling, and he just stopped drinking on his own, and he was taking his wife to, the Wisconsin State Fair on the day that he stopped by, Sober Fest. And he always said, and we never left Sober Fest. And, so now he’s a partner with us and and just a good guy and,so, yeah, those are the stories that we love. Because, you know, we we don’t want to get the impression that we’re only for people in recovery. That’s, you know, we got a year or twenty five years. It’s for everybody in the city to come down. It’s just, you know, there’s just no no alcohol going to be served. It’s going to be no weed in the air when the music is playing. And, you know, whatever you do after, I mean, you could it could be, you know, check it out and get some information for somebody in your family or may not be for, for you, you know, but so, yeah, just come down and and have a great time. The vibe is what is really sets us apart. Awesome, awesome. Well, thank you very much. Well. Thank you. This is great. Thanks for having us. So I guess in general, whether you’re in recovery, supporting someone, or just looking for a a fun and really a meaningful day out, Sober Fest five, we’re calling it Sober Fest five. Sober Fest five is for you. August second this year at Pere Marquette Park. The details are on. Is it the Phoenix com dot org? Phoenix org. Man, I will put the right website in our link here. The Phoenix dot org slash event. There’s music mocktails, people. The purpose boy. Thanks, everybody. Thank you John. Jason Byron I appreciate the time. And hopefully together we’ll make this, the best one yet. And going forward, we’ll be together for a long time because this is something that we really want to support long term. So thanks for your support. And to answer that last question, you did, you asked, what’s new working with you this year? Yes. Having Groth on board is what’s, you know, bringing this to another level. So hopefully we can keep it, you know, keep it growing and keep stacking on each year. I hope so too. It sounds great. Alright. Thank you. Thank you very much. Until next time. If you’re injured, Groth Gets It! Groth Gets you.
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