The music’s even better when under our roof

Opening day of 2024 Summerfest presented by American Family Insurance on Milwaukee, Wisconsin's lakefront is complete. At the American Family Insurance House located on the Summerfest grounds, the iconic red roofline beckons fans for the opportunity to be in the audience for more informal and up-close-and-personal performances by musical artists also appearing at the bigger stages at the festival.

Access to the performances is on a first-come, first-served basis. Visitors can begin lining up one hour before the performance and 250 fans are permitted in the House for each performance. In addition, the first 50 fans receive the opportunity to experience a post-concert meet-and-greet with the artist.

Opening day artists who packed the House included Gin Blossoms and Jonah Kagen. Additional popular acts during opening weekend included Bryce Vine, Chelsea Cutler, Allen Stone and Doom Flamingo. Here is the musical lineup at the House for the remainder of Summerfest:

June 27
Grace Weber’s Music Lab – 12:15 p.m.
School District of South Milwaukee Apollo Jazz Group  - 1:45 p.m.
Boys Like Girls – 4 p.m.

June 28
Briston Maroney – 2 p.m.
Jessie Murph – 4 p.m.

June 29
Alana Springsteen – 2 p.m.
Mario – 4 p.m.

July 4
Fiji Blue – 2 p.m.
Mt. Joy – 4 p.m.

July 5
Cimafunk – 2 p.m.
Local Natives – 4 p.m.

July 6     
Seaforth – 2 p.m.
Neon Trees – 4 p.m.

(Please note all performers, dates, and times subject to change without notice.)

DJay Mando, House DJ, opens and closes each day’s performances. Dancer, choreographer and entertainer Chris Gilbert returns as American Family Insurance House host.

Aligned with Summerfest’s nonprofit mission to provide a showcase for the performing arts, the American Family Insurance House not only inspires and supports the dreams of local musicians, but also Milwaukee’s music students.

Local nonprofits like Grace Weber’s Music Lab (a free monthly music accelerator for high school students) and School District of South Milwaukee’s Apollo Jazz group (recipient of a Let the Music Play grant, a Summerfest program supported by AmFam for nonprofits and schools that offer music-based learning) are invited to perform on the House stage.

Both organizations align with American Family’s mission of inspiring and protecting the music dreams of the next generation. 

Beyond the music, the House also features the opportunity to customize festival swag (fanny pack or bucket hat) with multiple color choices and add some pins and patches. Snap a photo in the infinity-mirrored photo booth with cool cascading blue lighting to share Summerfest memories. Fans can protect themselves while enjoying the festival by picking up free ear plugs, sunscreen/lip balm and rain ponchos. Visitors can also enjoy the views and relax at the House rooftop and backyard spaces (and charge their phones at the charging station). All activities and spaces are free and open to the public.

In addition, the first 10,000 festival attendees who came through the gate on opening day received a souvenir Summerfest hat courtesy of American Family.

American Family also recruited Wisconsin artists to create gig posters of each of the performers at the House, which are creatively displayed throughout the space and add to the musical vibe.

The American Family Insurance House is located behind the Mid-Gate Fountain and is open from 12-8 p.m. daily. Remaining Summerfest dates are June 21-22, June 27-29 and July 4-6. See www.summerfest.com or amfam.com/Summerfest for more details.