American Family Insurance Amphitheater

American Family Insurance Amphitheater is One of the Best

The American Family Insurance Amphitheater (previously the Marcus Amphitheater) is located at the south end of Milwaukee’s Henry Maier Festival Park. The amphitheater is where Summerfest’s headlining acts perform. It also hosts several concerts and events during the spring, summer, and fall.

History of American Family Insurance Amphitheater

The Marcus Amphitheater was created following an extraordinarily packed Huey Lewis and the News event in 1984, which brought 30,000 people to a space designed for 15,000. The American Family Insurance Amphitheater seats 23,000 people (9,200 under the pavilion, 7,000 reserved on the lawn, and 6,800 general admissions). The Marcus Corporation provided the majority of the funding for its completion in 1987.

In September 2018, demolition began on the historic Marcus Amphitheater, which would be replaced with a new $50 million American Family Insurance Amphitheater.

American Family Insurance Amphitheater Concert Venue

The American Family Insurance Amphitheater had renovation and design upgrades to improve the concert experience for its attendees. To improve the fan experience, the design team boosted restroom capacity while reducing the number of seats in each row from 60-70 between aisles to 30-40 seats, allowing for wider aisles and easier mobility in and out of the space. Improved VIP spaces with bars and lounge seating, as well as increased ADA improvements throughout, provide greater accessibility and alternatives for everyone to enjoy.

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To remain competitive with other nearby venues, a variety of back-of-house improvements were made to attract performers. Raising the ceiling by 26 feet enables the facility to host larger performances and provide better stage lighting. To give an immersive artist experience, the dressing rooms were renovated and repositioned to face the Summerfest grounds, allowing the artists to witness the eager throng as they entered the American Family Insurance amphitheater.

American Family Insurance Amphitheater Concert Renovation

Hunzinger worked as Construction Manager/General Contractor on the total overhaul of the 30-year-old amphitheater to improve the overall live music experience, extend production capabilities, and attract the biggest performers and tours.

The new American Family Insurance Amphitheater has a new seating bowl configuration and raised stage, which allows for better sight lines, increased accessibility, expanded concourses, new video screens, reimagined food and beverage operations, new VIP hospitality areas, additional restrooms, and more! EUA is the project architect.

The construction on Phase 2 began immediately following the 2019 Summerfest event. Hunzinger completed upgrades to the rebranded American Family Insurance Amphitheater by lifting nearly half of its roof structure from 39 to 65 feet. This difficult task necessitated lengthy preparation and precise execution, which included rigorous engineering assessments and highly competent craftspeople.

The raised part measures around 24,100 square feet (1/2 acre) and weighs 607,000 pounds. This lifted roof enhances the amphitheater’s stage production capabilities, allowing it to host larger and more complicated tours. The project received the AISC’s Innovative Design in Engineering and Architecture using Structural Steel (IDEAS) Award.

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In addition, the Project received an award in ENR Midwest’s 2022 Best Projects competition. The renovations also included expanded food and beverage options and hospitality facilities, more concourse space, new and updated toilets, and improved ADA accessibility. This fast-tracked production goal was met, but the global pandemic delayed Summerfest 2020, therefore the reveal of this amazing project took place in June 2021, with the Foo Fighters performing their first engagement on July 30. Rock on!

American Family Insurance

American Family Insurance, often known as AmFam, is an American private mutual insurance business that specializes in property, liability, and vehicle insurance, as well as commercial, life, health, and homeowners coverage, as well as investment and retirement-planning products. It is a Fortune 500 corporation with revenues over $9.5 billion in 2017.

History of American Family Insurance

American Family Insurance started on October 3, 1927, when insurance salesman Herman Wittwer launched Farmers Mutual Insurance Company (not to be confused with the Farmers Insurance Group) in Madison, Wisconsin. Farmers were the company’s target market at the time, and its product was auto insurance. According to Wittwer’s beliefs, farmers were less dangerous than city drivers because they drove less or not at all during the winter.

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Farmers Mutual gradually expanded its market and product line to satisfy its clients’ evolving needs. Farmers Mutual renamed itself American Family Mutual Insurance Company in 1963 to better represent its larger customer base. In March 1995, the American Family settled a redlining action, paying $14.5 million to claimants.

The US Department of Justice negotiated the deal, which marked the first use of the federal Fair Housing Act of 1968 to combat discrimination in insurance; at the time, it was the most expensive insurance company payment ever for discrimination claims. In 2017, AmFam began an ongoing campaign called DreamFearlessly.

AmFam’s company ambassadors utilize this hashtag on social media to promote the campaign. The ad encouraged consumers to “dream fearlessly” for causes such as social justice, promoting women in technology, and economic empowerment. Kathy Ireland and her colleagues were brought on early to assist with ambassador duties. Blake Van Leer, a long-time supporter of the Society of Women Engineers, helped handle this campaign from the start.


Insurance products offered by American Family include term, universal, and whole life insurance; business and personal auto insurance; personal umbrella insurance; home insurance; insurance for motorbikes, boats, motor homes, snowmobiles, and cars; business liability key policy and business policy package insurance; farm and ranch liability insurance; and insurance for travel, trip cancellation, and international medical emergencies.

Also, the business provides its insureds with a reward program called “Dreamkeep Rewards” that pays out modest to substantial sums of money for doing certain online activities.

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