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DEVIATE Beloit Announces Third Annual Extravaganza

BELOIT, WISC. - DEVIATE Beloit is set to return igniting the Ironworks Campus in downtown Beloit for its third annual art and music extravaganza on September 28, 2024.

This one-night-only event promises to transform the cultural landscape, spotlighting the finest artists and musicians from the Stateline area in a celebration that draws over 2,000 attendees. The call for artist applications for this highly anticipated event will be announced in the spring, inviting local creatives to be part of this immersive experience.

Last year, DEVIATE 2023 was not just about art and music; it also championed a noble cause. DEVIATE proudly partnered with Tito’s Handmade Vodka to donate $5,000 to Make-A-Wish Wisconsin, supporting children in the area bravely fighting critical illnesses.

Ryan Hickey, Director of Events and Programming for Geronimo Hospitality Group, expressed his excitement, saying, "The goal of DEVIATE is to create a high-energy experience that guests have never seen before, right in the heart of downtown Beloit. We're thrilled that thousands of people showed up to support these incredible artists and musicians. We're grateful for the community's warm reception of DEVIATE and proud to give back to those in need."

The second annual event attracted guests from over 100 unique zip codes, with collective artist sales exceeding $25,000 — more than doubling sales from the previous year. 

Looking ahead, mark your calendars, DEVIATE Beloit returns on September 28, 2024. Get ready for another incredible fusion of art, music and community. Artist applications will open in the spring.

For more information about DEVIATE, please visit and follow DEVIATE on Facebook and Instagram for details on artist applications and event updates.


About Geronimo Hospitality Group

Headquartered in Beloit, Wisconsin, Geronimo Hospitality Group owns and operates a growing collection of award-winning boutique hotels, restaurants and clubs. Committed to providing memorable guest experiences through its genuine service and original brands, Geronimo properties are distinguished as destinations of choice for locals and travelers in the cities they operate. For more information, visit

Media Contact: Shannon Kelly,


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