Milwaukee, Wisconsin,
14:31 PM

New American Family Insurance Amphitheater renovation complete at Summerfest in Milwaukee


Newly renovated venue on Summerfest grounds in Milwaukee offers fans an unforgettable live music experience.

Milwaukee World Festival, Inc. (MWF) is excited to unveil the new American Family Insurance Amphitheater, which recently completed a $51.3 million-dollar renovation. The redevelopment of the American Family Insurance Amphitheater was 100% privately financed thanks to the generosity of sponsors and donors and is the largest capital project in the history of MWF.

The newly renovated venue was unveiled today, June 28, at a special media event. Speakers included: Jack Salzwedel, chair and CEO of American Family; Don Smiley, president and CEO, Milwaukee World Festival; Bob Babisch, vice president of entertainment, Milwaukee World Festival; and Howard Sosoff, chairman, Milwaukee World Festival.

The American Family Insurance Amphitheater is Wisconsin’s only major urban and outdoor concert venue, built specifically for music. The historic building opened to the public in 1987, in response to the growth of Summerfest. Over the last three decades, hundreds of concerts and community events have taken place in the Amphitheater, bringing fans together from across the globe to celebrate music and culture.

The primary goal of the multi-million-dollar renovation project was to transform Henry Maier Festival Park’s largest music venue into an unparalleled experience for all attendees. The design and construction of the American Family Insurance Amphitheater delivers on key amenities and features, creating a world-class experience for both the artist and every fan throughout the building, regardless of price point or seat location.

Built in two phases, the venue renovation significantly enhances production capacity and includes a new seating configuration with improved sightlines, elevated production capabilities, accessibility upgrades, expanded food and beverage offerings, wider concourses featuring incredible views of Milwaukee’s downtown, additional restrooms, new video screens, and private VIP areas.

Fact sheet on new American Family Insurance Amphitheater

“For more than three decades, this venue has hosted music’s biggest stars. Now that the renovation is complete, we are ready to host the next generation of music fans and bring a legendary lineup to a legendary venue,” said Don Smiley, president and CEO of Milwaukee World Festival, Inc.

The new American Family Insurance Amphitheater will kick off its grand opening season with Foo Fighters on July 30, 2021. Outside of the Summerfest dates, shows at the Amphitheater are part of a preferred promoter agreement with Wisconsin-based concert promotion company, Frank Productions Concerts (FPC Live).

During Summerfest 2021, the American Family Insurance Amphitheater will host 12 concerts and feature a diverse lineup, including Megan Thee Stallion, Guns N’ Roses, Dave Matthews Band, Green Day, Chance the Rapper, Miley Cyrus, and many more.

For the Summerfest lineup visit

For a list of concerts at the American Family Insurance Amphitheater and more information visit

To learn more about American Family and Summerfest, visit this page on

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Summerfest media contact:
Julie Dieckelman

About American Family Insurance Amphitheater
Set on the shores of Lake Michigan in downtown Milwaukee, WI with incredible views of the city skyline, the American Family Insurance Amphitheater provides an unparalleled live music experience. The American Family Insurance Amphitheater was originally completed in 1987 and has hosted legendary artists such as The Rolling Stones, Paul McCartney, Lady Gaga, Bruno Mars, Kenny Chesney, Dave Mathews Band, Metallica, Whitney Houston, Tom Petty & the Heartbreakers, and Pearl Jam. The venue just completed a $51.3 million-dollar renovation, transforming the premier music venue into a world-class music experience for both fans and performers. It features enhanced production capabilities, reimagined food and beverage options, increased accessibility, upgraded amenities, a new seating bowl configuration with improved sightlines, wider concourses, and more. For more details, visit, Facebook, Twitter, or Instagram at @AmFamAmp.

About the American Family Insurance group
Based in Madison, Wisconsin, American Family Insurance has been serving customers since 1927. We inspire, protect and restore dreams through our insurance products, exceptional service from our agency owners and employees, community investment and creative partnerships to address societal challenges. We act on our belief in diversity and inclusion by constantly evolving to meet customer needs and preferences. American Family Insurance group is the nation’s 13th-largest property/casualty insurance group, ranking No. 232 on the Fortune 500 list. The group sells American Family-brand products, primarily through exclusive agency owners in 19 states. The American Family Insurance group also includes CONNECT, powered by American Family Insurance, The General, Homesite and Main Street America Insurance. Across these companies the group has more than 13,500 employees nationwide.