The American Family Insurance construction project features the following:


The American Family Insurance Amphitheater construction project will be completed over a two year period.  Phase one work includes the demolition of the existing dressing room building, stage, and back of stage support areas.  New construction will include a new dressing room building with state-of-the-art amenities for performers and the raising of the current roof to 65 feet, to increase stage production. 

The second phase of work will begin immediately after Summerfest 2019.  Phase two construction will include new concourses, new restrooms, accessibility enhancements including a new elevator, hospitality areas, and increased food and beverage operations.

Construction Timeline:

Phase 1: Now – June 2019

  • Raise a portion of the existing roof’ :
    • The stage roof will be raised from 39’ to 65’ to accommodate the largest touring productions
    • Preparation for the roof lift will require four months of construction work
  • New state-of-the-art dressing rooms and backstage production spaces including catering and dining facilities
  • Expand loading dock space for semi and tour bus parking

Phase 2:  Post Summerfest 2019 – June 2020

  • Improve sightlines and access with new optimal seating and row configurations
  • Addition of new high-definition video screens and digital displays throughout the facility
  • New concourses and concourse area and additional aisles in seating bowl to allow for easier access
  • New fan amenities throughout the venue:
    • New food and beverage offerings on every concourse creating shorter lines and faster service
    • Additional restrooms
    • Accessibility improvements including a new elevator with access to all concourses, new ADA seats with improved sightlines, widened pathways, and more
  • One-of-a-kind hospitality offerings creating a VIP experience:
    • Spectacular outdoor private areas offering incredible views of BMO Harris Bank Pavilion, Lake Michigan and downtown Milwaukee skyline
    • Easy access from the best seats in the house including a private entrance through a dedicated VIP entrance turnstile
    • Private VIP areas featuring bars, lounge areas, and restroom access

Grand Opening:  Summerfest 2020

Project Cost:  $50 million

Amphitheater Development Area:  12.5 acres

Amphitheater Seating Capacity: Approximately 23,000

Eppstein Uhen Architects

Construction Manager
Hunzinger Construction Company

John Sergi Food and Beverage Hospitality Design
Johnson Controls
Larson Engineering
Legends Food and Beverage
Mid-City Plumbing
SIA Acoustics
Sigma Engineering
Staff Electric

>FOR MORE INFORMATION CONTACT: Julie Dieckelman, (414) 270-6517
[email protected]