American Family Insurance Amphitheater FAQs
How is venue seating set up? Which seats are under the roof?
Sections Floor, 100s, and 200s are reserved seating under the roofline. The 300 section consists of Bench or Bleacher seats that are not under the roofline. They are reserved and do not have seatbacks or armrests.
Lawn tickets are always General Admission seating on the grass at the back of the venue. Although the Lawn tickets display a section, row and seat number this information is strictly for inventory tracking purposes; holders of Lawn tickets may sit wherever they please on the grass. The Lawn section is not under the roofline.
What is the American Family Insurance Amphitheater re-entry policy?
Patrons who wish to leave and re-enter the American Family Insurance Amphitheater must have their American Family Insurance Amphitheater event ticket scanned out and then back in at the Amphitheater turnstiles. Failure to get your ticket scanned out may result in the patron not being allowed back into the venue.
Where is the American Family Insurance Amphitheater and Box Office located?
The American Family Insurance Amphitheater and Box Office are located on the south end of the Henry Maier Festival Park Grounds at the end of East Summerfest Place east of Harbor Drive.
The Box Office is available at select times throughout the year to purchase tickets for the American Family Insurance Amphitheater.
- During Summerfest and event days, the Box Office will be open until the amphitheater headliner takes the stage. The Will Call window will be open from 10:00 am - 9:00 pm. Box Office hours are subject to change.
- April 1st - October 17th, the Box Office is open from 10:00 am - 6:00 pm Monday - Friday. The Box Office is closed on Weekends and holidays
Please call 414.273.2600 to confirm if the box office is open before visiting.
During Summerfest: Harbor Drive is closed to public traffic during Summerfest. From downtown Milwaukee, take Water Street to Erie Street and travel east. Follow signs to the parking lots nearest the American Family Insurance Amphitheater. Be prepared to show your prepaid parking pass if you purchased one. Patrons may also park in any outlying downtown parking lot and take a shuttle bus to the festival North Gate.
WHAT ARE THE SECURITY POLICIES AT THE GATES DURING EVENTS
To ensure a safe and welcoming environment for all guests, performers, staff, vendors, and contractors. Milwaukee World Festival, Inc. (MWF) enforces the following policies for all public and private events held at Henry Maier Festival Park (PARK). By entering the Park, you consent to security screening, bag inspection, and agree to comply with Park policies and lawful instructions issued by MWF Security.
Entry and continued presence at the Park are conditioned on compliance; violation may result in denial of entry or removal without refund.
Security Screening Requirements
All guests, employees, contractors, and vendors are required to:
- Pass through metal detection screening.
- Submit all bags and personal items for inspection
- Comply with direction from MWF Security.
Individuals who refuse screening will be denied entry or escorted from the grounds.
Face Covering and Mask Policy
To maintain a secure environment and ensure individuals can be properly identified:
Prohibited Face Coverings:
The following may not be worn unless explicitly authorized by MWF Security.:
- Full-face masks (costume, ski, tactical)
- Fabric gaiters, scarves, or coverings obscuring facial identity
- Hoods worn in a manner that prevents recognition
- Face paint or accessories designed to conceal identity.
Permitted Exceptions:
Face coverings and masks are permitted under the following conditions subject to Security screening:
- Medical or health-related protective masks
- Job-related protective equipment (e.g., food service, security)
- Religious head or face coverings
- Theatrical or performance-related costumes approved for the event
- Masks required under an active public health order
Event-Specific Costume or Face Covering Exceptions:
Security may grant temporary exceptions for specific events where face coverings or costumes are part of the normal experience (e.g., themed festivals, parades, cultural celebrations, Halloween events).
Identity Verification:
Security will require individuals to temporarily remove or lower any face covering upon request for the purpose of verifying identity. Failure to comply with this directive will result in the individual being denied entry or immediately escorted from the premises.
Clear Bag and Carry-In Policy
To provide a safe and efficient entry process for all guests, employees, and vendors, Milwaukee World Festival, Inc. (MWF) enforces a Clear Bag and Carry-In Policy consistent with national event-security standards.
Bag Size and Type Restrictions
Permitted Bags:
- One clear plastic, vinyl, or PVC bag not exceeding 12”x12”x6”
- Clear drawstring or clear cinch-style bags that meet the above size limits are permitted.
- Exceptions will be made for diaper bags and for ADA/Medically necessary bags after inspection by Security personnel.
Please leave any unnecessary items secured within your vehicle or at home to expedite entry into the Park. Security will not check any bags or prohibited items that do not comply with our carry-in policy.
PLEASE NOTE - If you need to bring medication, medical equipment, diapers, nursing equipment or other personal care items to the Park, those items may be packed in smaller, opaque bag(s) with the following requirements:
- All smaller, opaque bags must be less than 12x12x6 and placed in a clear bag or one of the approved bags listed above.
- Any small opaque or privacy bag is still subject to inspection.
PROHIBITED ITEMS:
For safety and to expedite screening, the following items are prohibited inside the Park:
- Backpacks of any type
- Coolers, picnic baskets, or rigid containers
- Camera bags, laptop bags, briefcases, or luggage
- Camelback-style hydration packs
- Any other container deemed unsafe by security
- Outside food and beverages (unless needed for infants, medical, or dietary needs)
- Cans, Glass/Plastic containers, empty or sealed water bottles, or Metal Containers (including Yeti/Stanley type bottles, tumblers, and thermos)
- Stainless steel reusable drinking straws
- Self-defense sprays (such as OC, pepper spray, or mace)
- Aerosol cans (except for spray sunscreens 6oz or less, 1 per patron)
- Unmanned Aerial Vehicle or Drones
- Alcohol or Illegal drugs or substances
- Open or concealed weapons/firearms (including pocket knives)
- Objects that could be used as weapons
- Fireworks, sparklers, or explosives
- Professional cameras (cameras with a detachable lens or a lens that extends further than 3 inches) or video equipment
- Recording devices
- Brooms/broomsticks, selfie sticks, poles, trekking sticks, and tripods
- Pets (except for service animals or during special events or promotions)
- Banners or flags on poles
- Laser pointers
- Skateboards, roller skates, inline skates, or hoverboards
- Foot powered or electric scooters
- Bicycles, tricycles, or unicycles
- Wagons
- Kites
- Hula-hoops, Frisbees, and beach balls
- Stadium seats and lawn chairs
Milwaukee World Festival does not provide storage or accommodations for prohibited items and is not responsible for items discarded or left behind in the screening areas.
MWF reserves the right to alter carry-in item policies at any time. MWF will not offer accommodations for prohibited items and is not responsible for items left behind during the screening process.
Exceptions to Prohibited Bags and Containers
Medical and Family Needs: Guests with infant care items or medically necessary supplies may bring such items in a bag appropriate for those purposes, subject to inspection by Security.
Performer or Event-Specific Items: Certain events may allow limited exceptions (e.g., artist-approved merchandise bags or instrument cases). These items will be subject to screening by Security.
The following additional items are NOT PERMITTED in the American Family Insurance Amphitheater or BMO Pavilion:
- Strollers
- Umbrellas
- Professional grade cameras, GO Pro style cameras, iPad/tablets, video, or video recording equipment, unless authorized by the performer. Standard point and shoot cameras may or may not be prohibited depending on event restrictions
- Other items as determined by the performer
Is There A Place I Can Put My Umbrella, Purchases, Etc?
During Summerfest, please visit one of the Guest Services Information Booths located inside the Park near the mid or south gates to check items. There is a fee of $2 to check each item.
Other events held at the Park may offer a check-in items service. Please see individual events’ website for details.
Guest Conduct & Safety Statement and Shared Responsibility
At Henry Maier Festival Park, we are committed to providing a safe, respectful, and inclusive environment for all guests, performers, staff, vendors, and contractors. Everyone on the grounds is expected to conduct themselves in a professional and courteous manner. Together we can be safe, be kind and be the best!
By entering Henry Maier Festival Park, all individuals agree to uphold these standards of conduct and contribute to a safe, welcoming, and enjoyable experience for everyone.
Prohibited Behavior:
- Stalking or following individuals
- Verbal abuse, threats, or physical intimidation
- Offensive, discriminatory, or derogatory remarks, including but not limited to remarks based on sex, race, religion, national origin, disability, age, gender identity/expression, sexual orientation.
- Physical assault and/or battery
- Harassing or non-consensual photography or video recording
- Inappropriate touching or unwelcome physical attention
- Throwing any item toward the stage, performers, or other individuals – including, but not limited to, water bottles, cups, cans, food, or any object that could cause injury, distraction, or disruption
Milwaukee World Festival, Inc. (MWF) maintains a zero-tolerance policy for harassment, intimidation, unsafe behavior, or actions that may compromise the well-being of others. Everyone on the grounds is expected to conduct themselves in a professional and courteous manner.
Reporting & Enforcement
If you experience or witness any of the above conduct, please report it immediately to:
- MWF Security personnel (wearing red shirts)
- A First Aid station for medical concerns
- Event Medical Services or Milwaukee Police Department officers on-site
MWF Security reserves the right to immediately remove any guest, employee, contractor, or vendor from the festival grounds for engaging in harassment, throwing objects, or any unsafe or disruptive behavior-without refund or re-entry privileges.
What Are Your Policies On Safety While Viewing A Concert
Smoking, vaping, and e-cigarettes are not permitted inside of the American Family Insurance Amphitheater or inside the seating bowl of the BMO pavilion. Guests are expected to enjoy the concert free from any abusive language and obscene behavior. Guests should consume alcoholic beverages in a responsible manner. Guests should only sit in their ticketed seats and show their tickets when requested by concert staff. Guests who engage in unsafe behavior, engage in fighting, throw objects, or attempt to gain access to the stage or backstage area will be immediately ejected from the venue by Security. Guests who do not adhere to the concert safety policy will be removed and ejected without refund.
Are there ATMs inside the American Family Insurance Amphitheater?
No. American Family Insurance Amphitheater is a cashless venue. All concession stands, bars, and merchandise tents accept VISA, MasterCard, American Express and Discover Card.
What is the Will Call policy?
Will Call tickets can be picked up at the South Gate Box Office on the day of the show only. The purchaser, or the person authorized to pick up tickets during the online ticket purchase process, must bring a photo ID, the confirmation number and the credit card used for purchase when picking up Will Call tickets purchased through Ticketmaster or the Fan Club.
If you are a guest of the band, you must provide a photo ID. Band guest tickets and passes are typically available close to showtime. If you plan to arrive early, you may wish to call the Box Office in advance to determine if the band has sent their guest list and passes to the Box Office yet.
What are the hours for the Box Office?
The Box Office is available at select times throughout the year to purchase tickets for the American Family Insurance Amphitheater.
- During Summerfest and event days, the Box Office will be open until the amphitheater headliner takes the stage. The Will Call window will be open from 10:00 am - 9:00 pm. Box Office hours are subject to change.
- April 1st - October 17th, the Box Office is open from 10:00 am - 6:00 pm Monday - Friday. The Box Office is closed on Weekends and holidays
Please call 414.273.2600 to confirm if the box office is open before visiting.
Can I leave tickets somewhere for a friend to pick up later?
Yes, you may leave tickets for a friend to pick up at the Box Office. Be advised, however, that the Box Office closes each evening at 9:00 pm and will not be held responsible for lost or stolen tickets that have been dropped off.
How can I purchase tickets to concerts taking place in the American Family Insurance Amphitheater?
You can purchase tickets in a variety of ways. Please see the Ticket Information section.
Are animals allowed?
Animals or pets of any kind are prohibited with the exception of service animals for guests with disabilities and/or special needs. Services animals are welcomed into the building and must remain on a leash or harness at all times.
What is the food and beverage policy?
Except for food and beverage purchases made on the grounds, food or beverages of any kind (alcoholic included) cannot be brought into the venue; an exception is made for patrons with a medical necessity and/or special dietary requirements. Concession stands throughout the venue sells various types of non-alcoholic and alcoholic beverages. Wisconsin law prohibits the sale of alcohol to persons under the age of 21. Guests may be required to show proper identification and proof of age when purchasing alcoholic beverages.
What types of payment are accepted?
We are a cashless venue. MasterCard, Visa, American Express and Discover Card are accepted. The Box Office DOES NOT accept cash or personal checks.
Do children require a ticket to gain admittance to the American Family Insurance Amphitheater?
All children ages 3 and older require a ticket to gain admittance to the American Family Insurance Amphitheater. Children two years of age and younger are not required to have a ticket, but they MUST be seated on a parent or guardian's lap. Strollers are not allowed in the Amphitheater. We strongly recommend parents provide hearing and eye protection for their children. If you have specific questions regarding Amphitheater shows, please call our box office directly at 1.414.273.2600.
When do the doors open prior to a concert?
Gates into the American Family Insurance Amphitheater typically open one hour prior to event time. The exact time is determined by the artist performing at the venue. Check the concerts page for more information about doors open times for each show.
Can I bring an umbrella into the American Family Insurance Amphitheater?
No, for safety reasons as well as to maintain reasonable unobstructed sight for all, umbrellas are not allowed in the American Family Insurance Amphitheater.