Building The Future

The Capital Campaign for the American Family Insurance Amphitheater

As a non-profit organization, Milwaukee World Festival, Inc. (MWF) partners with strong corporate and community supporters in order to develop one of Milwaukee’s most important community assets - Henry Maier Festival Park.  The American Family Insurance Amphitheater represents the largest and most visible venue at the park and the one which hosts legendary stars like the Rolling Stones, Paul McCartney, Lady Gaga and Bruno Mars.  Our vision represents the strategic growth of an iconic outdoor music venue for the next generation of music fans. 

As part of this $53MM project, MWF has created a new group of festival supporters who value Summerfest and its incredible contribution to the economic growth and culture of our community. As a supporter of the campaign, you will gain access to the ultimate concert experience, including access to concert tickets, hospitality and more. 

Join us in transforming a venue beloved by fans and performers while supporting enhancements to a world-renowned music festival. Please contact Todd Melcher for more information.

A portion of your contribution may be a tax-deductible contribution to Milwaukee World Festival, Inc., a 501(c)(3) non-profit organization. Please consult your tax professional.

Donor Benefits

  • Access to Purchase Concert Tickets
  • Summerfest Parking
  • Early Concert Announcements
  • VIP Entrance to Summerfest
  • Summerfest Perks
  • Acknowledgment

Grand Opening 2020

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

  • Phase 1: Construction was completed for Summerfest 2019. Crews successfully raised the roof of the American Family Insurance Amphitheater to almost twice the height of the current roof, from 39 feet to 65 feet! See the timelapse video and learn more about the lift here. The backstage building was also be rebuilt, offering new artist amenities.
  • Phase 2: The second phase of work has begun. Coming your way in time for Summerfest 2020:
    • New concourses with spectacular views of the city and Lake Michigan
    • New seating bowl with improved sightlines
    • More bathrooms – specifically doubling the number of women’s
    • One-of-a-kind hospitality offerings creating a VIP experience
    • Accessibility improvements
    • Private VIP areas featuring bars, lounge areas, and restroom access
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 Improved lighting, technology, and sound quality
 State-of-the-art audiovisual upgrades and new HD video screens
 Roof raised to 65' to accommodate the largest touring productions
 Improved seating and row configurations and ADA accommodations
 Expanded concourse space with views of Lake Michigan and the Milwaukee skyline
 New and improved food and beverage offerings

Donor Benefits

  • Access to Purchase Concert Tickets
  • Summerfest Parking
  • Early Concert Announcements
  • VIP Entrance to Summerfest
  • Summerfest Perks
  • Acknowledgment