I'm familiar with Festival through other locations, especially the Racine one and was interested to check out the new Madison location. I wasn't impressed. The parking garage isn't completely done and is rather confusing. It's also difficult to get in from East Washington, especially during heavy traffic.
This one seems a bit more high end compared to the locations in Fort Atkinson and Racine, specifically with the bar and KinKin coffee shop. The growler fill is a nice feature as well.
As someone who lives on the West Side, I can't see myself coming too often because of the mentioned accessibility issues.