Milwaukee World Festival, Inc.
Press Release

Milwaukee World Festival, Inc. Unveils Renderings and Amenities for New American Family Insurance Amphitheater

The $50 million project is poised to transform the venue for the next generation of music fans.

By - Oct 31st, 2018 10:53 am
American Family Insurance Amphitheater Rendering

American Family Insurance Amphitheater Rendering

MILWAUKEE, WI (October 31, 2018) – Milwaukee World Festival, Inc. (MWF) officials unveiled renderings and details today for the new American Family Insurance Amphitheater. The new outdoor facility is designed to enhance the overall fan experience as well as provide expanded production capabilities to accommodate the largest artists and tours. The $50 million project is poised to transform the venue for the next generation of music fans.

The American Family Insurance Amphitheater will include an entirely new seating bowl configuration and raised stage to allow for better sight lines, enhanced accessibility, expanded concourses, new video screens, reimagined food and beverage operations, new VIP hospitality areas, additional restrooms, and much more.

“We are thrilled to share the renderings and details for the construction of the new American Family Insurance Amphitheater as we continue to build upon the legacy established over the past 31 years. From Tina Turner to Kenny Chesney and The Rolling Stones, this building has hosted its share of legends” said Don Smiley, President and CEO of Milwaukee World Festival, Inc. “As a non-profit organization, it is critical we reinvest in this facility so that we can continue to attract top talent, ensuring Summerfest remains a driver of economic impact and tourism for Milwaukee.”

The project will be completed over a two year period.  During the first phase of construction, MWF will focus on infrastructure updates and production related improvements including raising a portion of the existing roof to 65 feet to increase stage production, new dressing rooms, production office space, band catering and dining areas, electrical upgrades, and backstage production facilities. The first phase of work has begun and will be ready for Summerfest 2019.

Following Summerfest 2019, construction will resume on the second phase which includes new food and beverage options, restrooms, increased accessibility, and a new seating bowl as currently configured with the same capacity of 23,000.  Grand opening is scheduled for Summerfest 2020.

Eppstein Uhen Architects (EUA) is the lead architectural firm for the design of the new American Family Insurance Amphitheater and Hunzinger Construction Company is managing the construction project.  Both firms played a role in the building of the original facility in the mid-1980s.

Updates about the project and renderings will be available at 


About Milwaukee World Festival, Inc.

Milwaukee World Festival, Inc. is an independent, private 501(c)(3) corporation founded in 1965 that produces Summerfest, presented by American Family Insurance, an 11-day festival that generates approximately $186 million in direct and indirect economic impact for the community each year.  Milwaukee World Festival, Inc. also maintains Henry Maier Festival Park, located on 75 acres on the shores of Lake Michigan in Milwaukee, WI.  In addition to Summerfest, Henry Maier Festival Park hosts a variety of ethnic and cultural festivals, concerts, walks, runs, and other special events, attracting nearly 1.3 million people.

The mission of the organization is to promote an understanding of different ethnic cultures, the histories and traditions of various nationalities, harmony in the community, civic pride and provide a showcase for performing arts, activities and recreation for the public and employment opportunities for the youth of the community.

About American Family Insurance

Madison, Wisconsin-based American Family Insurance group is the nation’s 13th-largest property/casualty insurance group and ranks No. 311 on the Fortune 500 list. The company sells American Family-brand products, including auto, homeowners, life, business and farm/ranch insurance, primarily through its exclusive agents in 19 states. American Family affiliates (The General and Homesite) also provide options for consumers who want to manage their insurance matters directly over the internet or by phone. Affiliate Main Street America sells insurance products through independent agents. Web; Facebook; Twitter

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