10:01 AM

American Family Insurance breaks ground for The Spark

Building will be a catalyst for innovation in Wisconsin


The Spark will be a 158,000 square foot, eight-story building in the Capital East corridor of Madison.

American Family Insurance broke ground today for the Spark – a building dedicated to innovation, collaboration and entrepreneurship in Madison.

“The Spark represents American Family’s commitment to be on the leading edge of new ideas, while boosting Wisconsin’s reputation as a magnet for entrepreneurs,” says Jack Salzwedel, American Family Insurance chairman, chief executive officer and president.

The Spark will be a 158,000 square foot, eight-story building in the Capital East corridor of Madison. It will be home to StartingBlock Madison (SBM). SBM will be an entrepreneurial center for start-up companies and established entrepreneurs to share knowledge, skills and professional assistance. It’s also an opportunity for American Family to cost-effectively create workspace for future growth.

The building will have a modern, environmentally-sustainable design and feature collaborative indoor and outdoor spaces. The Spark’s design creates an architectural statement while being inclusive of the fabric of the neighborhood.

Construction is set to begin in the next few weeks with completion scheduled for mid-2018.


About American Family Insurance
Madison, Wis. - based American Family Insurance, celebrating its 90th anniversary in 2017, is the nation's 13th-largest property/casualty insurance group and ranks No. 332 on the Fortune 500 list. The company sells American Family-brand products, including auto, homeowners, life, business and farm/ranch insurance, through its exclusive agents in 19 states. American Family affiliates (The General, Homesite and AssureStart) also provide options for consumers who want to manage their insurance matters directly over the Internet or by phone. Web; Facebook; Twitter; Google+