American Family Insurance Amphitheater ready for Summerfest acts

MILWAUKEE - Summerfest is right around the corner and the American Family Insurance Amphitheater is ready for people and performers to experience the upgraded venue. On Monday, June 28 Milwaukee World Festival, Inc. invited the media to take a tour of the new American Family Insurance Amphitheater.

The amphitheater was updated and designed to significantly enhance the overall live music experience for fans, along with the capability to host the largest band tours, a news release says.

"As you can, everything is new. We have new concourses, new seats, new bars, and the list goes on and on," said Don Smiley, President & CEO, Milwaukee World Festival, Inc. 

The project took place in two phases, with initial construction beginning in fall 2018.

"Everything we did in this building was to make the best possible live music experience," said Jason Stuewe, architectural designer who worked on renovation. 

The seating bowl is reconfigured to add 800 seats. Accessible seating platforms on every level, heightened seat levels for people to see the stage from any seat. Plus…

"Adding much requested and necessary cup holders," said Smiley. 

New signage separating food and beverage lines at concession stands. Women's restrooms increased from 74 to 150 and men's from 82 to 100. 

The concourses have 20,000 additional square feet to help with foot traffic. 

FREE DOWNLOAD: Get breaking news alerts in the FOX6 News app for iOS or Android

"Thinking about how we approach the future is to ensure that all patrons have the ability to see shows at every level," said Sarah Smith Pancheri, COO & VP of Sales and Marketing, Milwaukee World Festival, Inc. 

Summerfest is also looking to hire 2,000 seasonal employees to help make this season the ultimate live music experience. 

"Creating opportunities to spend less time waiting in lines, less time going up and down the stairs, and more time within their seat watching the show," said Stuewe.