American Family Insurance Amphitheater: A Detailed Guide

Nestled in the vibrant heart of Milwaukee, Wisconsin, American Family Insurance Amphitheater stands as an architectural masterpiece that has captivated music enthusiasts and event-goers alike. Its captivating design and state-of-the-art amenities create an immersive experience that transcends the boundaries of traditional concert venues.

The amphitheater’s sprawling grounds boast a capacity of over 17,000, ensuring that every seat offers an unparalleled view of the stage. The venue’s design seamlessly blends cutting-edge technology with the charm of a bygone era, featuring a vast lawn area complemented by tiered seating that provides optimal acoustics and unobstructed sightlines. Moreover, the sophisticated sound system and dynamic lighting rig produce an electrifying atmosphere that further enhances the live music experience.

American Family Insurance Amphitheater is not merely a performance space; it is a destination in its own right. The venue’s sprawling green spaces invite visitors to relax and socialize before and after events, while the surrounding area offers a diverse array of dining and entertainment options. Whether you are seeking an unforgettable concert experience or simply a picturesque setting to enjoy a picnic and live music, American Family Insurance Amphitheater is sure to captivate your senses and create lasting memories.

American Family Insurance Amphitheater: An Overview

Nestled in the heart of Summerfest Grounds, a vibrant hub of entertainment in Milwaukee, Wisconsin, stands the iconic American Family Insurance Amphitheater. Renowned for its unparalleled acoustics, world-class performances, and picturesque setting, this venue has captivated audiences since its grand opening in 2012.

The amphitheater boasts a state-of-the-art design, featuring a renowned Meyer Sound system and a curved acoustic shell that ensures crystal-clear sound throughout the venue. Its spacious seating capacity of over 5,000 offers patrons a comfortable and immersive concert experience. The seating layout provides a range of options, from intimate VIP sections to lawn seating that allows for a more relaxed atmosphere.

The amphitheater has welcomed a diverse array of renowned artists, including rock legends such as the Red Hot Chili Peppers, Bruce Springsteen, and Foo Fighters. Country music icons like Luke Combs, Kenny Chesney, and Blake Shelton have graced the stage, captivating audiences with their soulful melodies. Pop sensations like Ed Sheeran, Taylor Swift, and Harry Styles have also performed to sold-out crowds, bringing their infectious energy and unforgettable performances to this iconic venue.

Beyond its exceptional acoustics and diverse lineup, American Family Insurance Amphitheater offers an array of amenities to enhance the concert experience. The venue features spacious concourses with multiple concession stands, offering a wide selection of food and beverages. Restrooms are conveniently located throughout the amphitheater, and accessible seating is available for patrons with disabilities.

Boasting a picturesque waterfront location along Lake Michigan, the amphitheater provides breathtaking views that complement the musical performances. The surrounding area offers ample parking, and public transportation options are readily available, making it easy for attendees to access the venue.

Concert Schedule

The American Family Insurance Amphitheater hosts a wide variety of concerts throughout the year, covering a broad spectrum of musical genres. To stay up-to-date on the upcoming performance calendar, visit the venue’s official website or follow them on social media.

Ticket Information

Tickets to American Family Insurance Amphitheater concerts can be purchased online through the venue’s official website or via authorized ticket retailers. Ticket prices vary depending on the artist, seat location, and concert date.

Venue Details

Location: 200 N Harbor Dr, Milwaukee, WI 53202
Seating Capacity: Over 5,000
Amenities: State-of-the-art sound system, curved acoustic shell, spacious concourses, multiple concession stands, restrooms, accessible seating

Seating Section	Description
VIP Seats	Premium seating with access to exclusive amenities and dedicated restrooms
Orchestra	Reserved seating directly in front of the stage
Lawn	General admission seating on the grassy area behind the reserved section

Capacity and Amenities of the Venue

Seating Capacity

The American Family Insurance Amphitheater boasts an impressive seating capacity of 7,500, offering a wide range of options for concertgoers to enjoy their favorite artists. The venue features a mix of reserved and lawn seating, catering to both those who prefer a premium experience and those who want to soak up the atmosphere in a more relaxed environment. The reserved seating section includes 4,000 covered seats, ensuring a comfortable viewing experience even in inclement weather. The lawn seating area, accommodating 3,500 attendees, provides a sprawling space for patrons to spread out, dance, and enjoy the show in a casual setting.

Amenities

Beyond its ample seating capacity, the American Family Insurance Amphitheater offers a host of amenities to enhance the concert experience for attendees. The venue features:

Ample Parking: A spacious parking lot adjacent to the amphitheater accommodates over 5,000 vehicles, ensuring convenient parking for concertgoers.
Concession Stands: Multiple concession stands strategically placed throughout the venue provide a variety of food and beverage options, ranging from classic snacks to gourmet treats.
Restrooms: Modern and well-maintained restrooms are conveniently located throughout the amphitheater, providing easy access for all attendees.
First Aid Station: A dedicated first aid station is staffed by experienced medical professionals, offering prompt assistance for any medical emergencies.
Merchandise Booths: Official merchandise booths allow concertgoers to purchase souvenirs, memorabilia, and exclusive items related to the performing artists.
ADA Accessibility: The amphitheater is fully accessible to individuals with disabilities, featuring designated seating areas, accessible ramps, and wheelchair-accessible restrooms.

Food and Beverage Options

The American Family Insurance Amphitheater offers a diverse range of food and beverage options to cater to every taste and preference. From classic concert fare to gourmet treats, there’s something for everyone to enjoy. The venue has partnered with renowned local vendors to bring a variety of culinary delights to the amphitheater:

Vendor	Menu
The Hungry Robot	Gourmet Burgers, Fries, and Milkshakes
Taco ‘Bout It	Authentic Mexican Street Tacos
Pop’s Italian Eatery	Wood-Fired Pizzas, Calzones, and Salads
Local Libations	Craft Beers, Wines, and Cocktails
Sweet Indulgence	Ice Cream, Cupcakes, and Pastries

Concertgoers can purchase food and beverages using cash, credit cards, or the venue’s mobile app, which offers convenient pre-ordering and pickup options.

Rock the South Concert Series

The American Family Insurance Amphitheater has hosted a wide range of notable performances and events over the years, including the Rock the South Concert Series. This annual music festival has featured a diverse lineup of artists, including rock, country, and pop music legends. The festival is known for its energetic atmosphere and its commitment to showcasing emerging talent. Some of the most memorable performances at Rock the South have included:

Eric Church
Luke Bryan
Mötley Crüe
Foo Fighters
Green Day

Music and Arts Festivals

In addition to the Rock the South Concert Series, the American Family Insurance Amphitheater has also hosted numerous other music and arts festivals. These events have featured a variety of musical genres, as well as visual art installations, food vendors, and family-friendly activities. Some of the most popular festivals at the amphitheater have included:

Summerfest
Bay View Bash
Milwaukee Oktoberfest
Irish Fest
PrideFest

Special Events

The American Family Insurance Amphitheater has also been the site of several special events, including political rallies, corporate events, and religious gatherings. The amphitheater’s large capacity and flexible seating arrangements make it an ideal venue for a wide variety of events. Some of the most notable special events at the amphitheater have included:

A rally for President Barack Obama in 2008
A corporate event for Harley-Davidson in 2013
A religious gathering for the Billy Graham Evangelistic Association in 2014
A comedy show featuring Dave Chappelle in 2015
A TEDx conference in 2016

Award Shows and Red Carpet Events

The American Family Insurance Amphitheater has also hosted several award shows and red carpet events. These events have recognized the achievements of artists, athletes, and other notable figures. Some of the most prestigious award shows at the amphitheater have included:

The American Music Awards
The MTV Video Music Awards
The Grammy Awards
The Academy Awards
The Emmy Awards

Notable Performances and Events at the Venue

In addition to the events listed above, the American Family Insurance Amphitheater has also hosted a wide range of other notable performances and events. These have included concerts by major artists, theatrical productions, and sporting events.

|Artist/Event|Date|Genre|Attendance|
|—|—|—|—|
|The Rolling Stones|June 17, 2013|Rock|55,000|
|Bruce Springsteen and the E Street Band|June 26, 2014|Rock|50,000|
|Beyoncé|July 21, 2016|Pop|45,000|
|Hamilton|August 15-27, 2017|Musical|40,000|
|WWE SummerSlam|August 19, 2018|Wrestling|35,000|
|Taylor Swift|May 18, 2019|Pop|60,000|
|Harry Styles|August 26, 2022|Pop|40,000|

Impact on the Local Music Scene

With its world-class acoustics and stunning atmosphere, American Family Insurance Amphitheater has become a beacon for music lovers and emerging artists alike. Its presence has had a profound impact on the local music scene, fostering a vibrant ecosystem that celebrates diversity and creativity.

1. Amplifying Local Talent

The amphitheater has provided a much-needed platform for up-and-coming local musicians to showcase their talents. The venue’s large capacity and impressive stage offer artists an unmatched setting to connect with their fans and build their following.

2. Cultivating a Music Hub

The amphitheater has become a central hub for music enthusiasts, connecting them with a diverse range of musical experiences. From intimate acoustic sets to electrifying rock concerts, the venue offers something for everyone, fostering a sense of community among music lovers.

3. Promoting Musical Diversity

American Family Insurance Amphitheater embraces all genres of music, from country to hip-hop and everything in between. This inclusivity has helped to create a welcoming environment for musicians of all backgrounds and styles, fostering a vibrant and eclectic music scene.

4. Economic Impact

The amphitheater’s presence has had a significant economic impact on the surrounding area. By attracting visitors and creating employment opportunities, the venue has stimulated local businesses and boosted the tourism industry.

5. Revitalizing the Community

The amphitheater has become a focal point of community pride and identity. Its presence has helped to revitalize the surrounding area, creating a lively and vibrant atmosphere that draws locals and visitors alike.

6. Beyond the Gig: Mentorship and Artist Development

American Family Insurance Amphitheater goes beyond providing a stage for performances. It has established a comprehensive artist development program that offers mentorship, workshops, and resources to local musicians. This program has helped nurture emerging talent, providing them with the guidance and support they need to succeed in the competitive music industry.

The following table outlines some of the specific initiatives under this program:

Initiative	Description
Mentorship Program	Pairs aspiring musicians with established industry professionals for guidance and support.
Artist Development Workshops	Provides practical training and insights on songwriting, recording, and marketing.
Industry Showcase Events	Offers platforms for local musicians to perform for industry representatives and potential collaborators.
Artist Grant Program	Provides financial assistance to local musicians for recording, production, or other career-related expenses.

These initiatives have played a crucial role in fostering a thriving local music scene, empowering artists to reach their full potential and contribute to the cultural vibrancy of their community.

Economic Benefits of the Amphitheater

1. Increased Tourism Revenue

The Amphitheater attracts visitors from a wide radius, boosting local tourism and hospitality revenue. Hotels, restaurants, and retail establishments benefit from increased foot traffic and spending.

2. Job Creation

The Amphitheater creates a diverse range of employment opportunities, including hospitality, security, ticketing, concessions, and entertainment. Direct and indirect jobs support the local economy.

3. Tax Revenue Generation

Ticket sales, concession profits, and parking fees generate tax revenue for local governments. This revenue can be used to fund public services and infrastructure.

4. Business Development

The Amphitheater’s presence stimulates nearby business development. Restaurants, bars, and shops open or expand to cater to the demand generated by events.

5. Property Value Appreciation

Properties in proximity to the Amphitheater tend to experience property value appreciation due to increased desirability and amenities in the area.

6. Community Engagement

The Amphitheater fosters a sense of community by providing a shared space for entertainment, cultural events, and social gatherings.

7. Promotion of Local Culture and Arts

The Amphitheater hosts a variety of performances by local artists and arts organizations, showcasing the talents and creativity of the region.

8. Infrastructure Improvements

The development of the Amphitheater often necessitates infrastructure improvements, such as road expansions, parking facilities, and utility upgrades, which benefit the surrounding community.

9. Economic Impact of Concert Tours

Major concert tours bring significant economic benefits to the region. Ticket sales, merchandise revenue, and hospitality spending generate millions of dollars in revenue.

10. Long-Term Benefits

The economic benefits of an Amphitheater continue long after its construction is complete. It serves as a catalyst for economic development and tourism, creating a lasting positive impact on the local economy.

Future Plans and Developments for the Amphitheater

Continued Expansion and Infrastructure Improvements

The amphitheater is committed to enhancing the fan experience. Plans are underway to expand seating capacity, upgrade restrooms and concessions, and improve accessibility for all patrons.

Community Engagement and Outreach

The amphitheater recognizes its role as a community hub. It will continue to host community events, educational programs, and charitable initiatives to foster connections and give back to the surrounding area.

Technology Enhancements and Digital Innovation

To provide a seamless and enjoyable experience, the amphitheater is embracing technology. This includes upgrading sound and lighting systems, implementing mobile ticketing, and providing real-time event information to enhance the concert experience.

Sustainable Practices and Environmental Stewardship

Recognizing the importance of environmental responsibility, the amphitheater is adopting sustainable practices. These efforts include reducing waste, conserving energy, and promoting recycling to create a greener and more responsible venue.

Enhanced Food and Beverage Options

To cater to diverse tastes, the amphitheater will introduce new food and beverage vendors, offering a wide selection of local and gourmet options. This will provide patrons with a range of dining experiences to complement their concert enjoyment.

Exclusive Member Program and VIP Experiences

For loyal patrons, the amphitheater is launching an exclusive member program. This program will offer perks such as priority seating, meet-and-greets with artists, and access to exclusive events.

Community Partnerships and Collaborations

The amphitheater is actively seeking partnerships with local organizations and businesses. These collaborations aim to bring unique experiences to the venue, support community initiatives, and enhance the cultural landscape of the region.

Future Concert Lineups and Diverse Programming

The amphitheater is committed to attracting a diverse lineup of artists and genres. This will ensure a wide range of entertainment options to appeal to all music lovers.

Education and Mentorship Programs

To nurture aspiring musicians and support the arts community, the amphitheater will establish education and mentorship programs. These programs will provide opportunities for local talent to learn, grow, and perform.

Accessible and Inclusive Environment for All

The amphitheater is dedicated to creating an inclusive and accessible environment for all patrons. This includes providing accommodations for individuals with disabilities, ensuring accessibility for those with hearing or vision impairments, and creating a welcoming atmosphere for all.

Green Roof and Sustainable Architecture

To minimize the environmental impact and enhance the overall ambiance, the amphitheater is exploring the incorporation of a green roof and sustainable architectural practices in future expansions. This will reduce energy consumption, improve air quality, and create a visually appealing space.

Sustainability Initiatives
Waste reduction and recycling programs
Energy-efficient lighting and sound systems
Water conservation measures
Use of renewable energy sources
Partnerships with local eco-friendly organizations

Venue Expansion and Renovations Timeline

The following table provides a timeline for the venue expansion and renovation plans:

Phase	Target Completion Date
Phase 1: Restroom and Concession Upgrades	Summer 2024
Phase 2: Seating Expansion and Accessibility Improvements	Fall 2025
Phase 3: Green Roof and Sustainable Architecture	Spring 2027

Weather Preparedness and Cancellations

General Weather Preparedness

Before attending an event at the American Family Insurance Amphitheater, it’s crucial to be prepared for unpredictable weather conditions. Check the venue’s website or social media channels for updates on any weather-related advisories or closures.

Lightning Policy

The American Family Insurance Amphitheater adheres to a strict lightning policy to ensure the safety of patrons. In the event of lightning, the venue staff will initiate a 30-minute delay. If lightning strikes within a seven-mile radius, the show will be paused, and patrons will be asked to seek shelter in designated areas.

Severe Weather

Severe weather conditions, such as tornadoes or hurricanes, pose significant risks to the safety of patrons. In these situations, the venue staff will prioritize the well-being of attendees and may evacuate or cancel the event entirely.

Rain-Out Policy

The American Family Insurance Amphitheater does not have a strict rain-out policy. However, if rainfall becomes persistent or heavy, the venue staff may delay or cancel the show. Ticket refunds or exchanges may be available at the discretion of the promoter.

Extreme Heat

Extreme heat can pose health risks to patrons, especially during outdoor events. The venue staff recommends that attendees stay hydrated by bringing their own water bottles or purchasing from concessions. Designated cooling stations may be available to provide relief from the heat.

Cold Weather

Dressing warmly is essential for attending events at the American Family Insurance Amphitheater during cold weather. The venue does not provide blankets, so attendees are encouraged to bring their own layers of clothing.

Emergency Preparedness

In case of an emergency, the American Family Insurance Amphitheater has a comprehensive safety plan in place. Venue staff members receive training in emergency procedures and are equipped to handle any situation promptly.

Evacuation Procedures

In the event of an emergency, the venue staff will provide clear instructions on evacuation procedures. Patrons should follow these instructions promptly and proceed to designated safe areas.

Designated Shelter Areas

Designated shelter areas are located throughout the American Family Insurance Amphitheater. These areas provide patrons with protection from inclement weather or emergencies.

Medical Services

The American Family Insurance Amphitheater provides limited medical services on-site. Patrons who require medical attention should seek assistance from venue staff or security personnel.

Security

The American Family Insurance Amphitheater employs security personnel to maintain a safe environment for patrons. Security officers are trained to respond to a wide range of incidents, including weather-related threats.

Restrictions

Item	Permitted
Umbrellas	No
Lawn chairs	Yes, but must be low-profile
Blankets	Yes
Outside food and beverage	No
Animals	Service animals only

Volunteer Opportunities at the Amphitheater

The American Family Insurance Amphitheater offers a variety of volunteer opportunities for individuals and groups looking to make a meaningful contribution to the community and support live entertainment. Volunteers play a vital role in ensuring that events run smoothly and that patrons have a positive and memorable experience.

Ushering

Ushers are responsible for greeting patrons, providing assistance with seating, and ensuring that the event runs smoothly. They may also assist with crowd control and other tasks as needed.

Ticket Scanning

Ticket scanners are responsible for scanning tickets at the entrance gate and verifying that patrons have valid tickets. They must be courteous and efficient in their work to ensure that patrons enter the amphitheater quickly and easily.

Merchandise Sales

Merchandise sales volunteers assist with selling merchandise, including t-shirts, hats, and other souvenirs, at the amphitheater’s retail stands. They must be friendly and have strong customer service skills.

Concessions

Concessions volunteers assist with serving food and beverages at the amphitheater’s concession stands. They must be able to work quickly and efficiently in a fast-paced environment.

Event Staff

Event staff volunteers provide general assistance at events, including helping with crowd control, answering questions, and providing directions. They must be friendly and have good communication skills.

Production Assistance

Production assistance volunteers assist with the technical aspects of events, including setting up and operating stage equipment, lighting, and sound systems. They must have experience in these areas.

Community Outreach

Community outreach volunteers help to promote the amphitheater and its events in the community. They may participate in public relations events, social media promotions, and other activities.

Education and Training

Volunteers receive comprehensive training before their first shift. Training covers topics such as crowd management, customer service, and event procedures. Volunteers are also provided with uniforms and other necessary equipment.

Benefits of Volunteering

Volunteers at the American Family Insurance Amphitheater enjoy a variety of benefits, including:

Free admission to events
Opportunities for personal growth and development
Recognition for their contributions
A sense of community and belonging

How to Apply

To become a volunteer at the American Family Insurance Amphitheater, please visit the amphitheater’s website and fill out the online volunteer application. You will be contacted by a member of the volunteer team if your application is selected.

Additional Information

Volunteer Age Requirement	16 years or older
Background Check Required	Yes, for certain positions
Time Commitment	Varies depending on position

Walkthrough for Artists and Performers

Backstage Access

Artists and performers are granted access to the backstage area, which includes their dressing rooms and makeup stations.
Backstage access is typically restricted to authorized personnel only.

Load-In and Load-Out Procedures

Artists and performers are responsible for bringing their own gear and equipment.
Designated load-in and load-out times will be provided to ensure a smooth process.
Artists and performers are expected to follow safety guidelines and cooperate with stagehands and crew members.

Performance Technicalities

Artists and performers are responsible for coordinating with the venue’s technical crew to ensure their performance equipment is properly set up and tested.
The venue provides basic lighting and sound equipment, but artists may bring their own additional equipment.
Artists and performers are encouraged to rehearse on stage prior to the show to familiarize themselves with the performance space.

Setlist and Cues

Artists and performers are expected to provide a detailed setlist to the stage manager prior to the show.
Clear cues must be communicated to the stage manager to ensure a seamless performance.

Audience Interaction

Artists and performers are encouraged to engage with the audience during their performance.
Safety regulations and venue policies must be adhered to when interacting with audience members.

Photo and Video Guidelines

Artists and performers are permitted to take photos and videos for their own promotional purposes.
Professional photography and videography services may be available for hire through the venue.
Unauthorized commercial use of photos and videos taken at the venue is strictly prohibited.

Food and Beverage

Artists and performers have access to complimentary food and beverages backstage.
Additional food and beverage options may be available for purchase at the venue.

Safety Protocols

Artists and performers must follow all safety regulations and procedures established by the venue.
Emergency evacuation routes and procedures will be communicated to artists and performers prior to the show.
Security personnel will be present to ensure the safety of all attendees.

Hospitality Amenities

Artists and performers are provided with designated dressing rooms equipped with essential amenities.
Private restrooms and showers are available for artists’ and performers’ use.
Artists and performers may request additional hospitality amenities upon request.

Additional Considerations for Major Productions

For large-scale productions, artists and performers may require additional technical support and equipment.
The venue’s production team will work closely with artists and performers to coordinate complex setups.
Additional rehearsal time and technical support may be arranged to accommodate specific production requirements.

Venue Details for American Family Insurance Amphitheater

Capacity:	20,000
Location:	400 West Highland Boulevard, Milwaukee, WI 53203
Contact Information:	(414) 266-3400
Website:	https://www.livenation.com/venues/14727/american-family-insurance-amphitheater

Corporate Sponsorships and Partnerships

Splash House

Splash House is an annual music and art festival held at the American Family Insurance Amphitheater. The festival features electronic dance music and live art installations, and has attracted over 100,000 attendees since its inception in 2013. In 2023, Splash House announced a multi-year sponsorship agreement with American Family Insurance, which includes the naming rights to the amphitheater.

Summerfest

Summerfest is the world’s largest music festival, held annually in Milwaukee, Wisconsin. In 2023, Summerfest announced a partnership with American Family Insurance, making the insurance company the festival’s official insurance provider. The partnership includes a significant investment in the festival’s infrastructure and operations, as well as the creation of new, exclusive experiences for festival attendees.

Wisconsin State Fair

The Wisconsin State Fair is the oldest and largest agricultural fair in the United States. In 2023, the State Fair announced a sponsorship agreement with American Family Insurance, which includes the naming rights to the fair’s largest concert venue, the American Family Insurance Amphitheater.

Milwaukee Bucks

The Milwaukee Bucks are a professional basketball team in the National Basketball Association (NBA). In 2023, the Bucks announced a partnership with American Family Insurance, making the insurance company the team’s official home and auto insurer. The partnership includes a significant investment in the Bucks’ charitable foundation and community outreach programs.

Milwaukee Brewers

The Milwaukee Brewers are a professional baseball team in Major League Baseball (MLB). In 2023, the Brewers announced a sponsorship agreement with American Family Insurance, making the insurance company the team’s official insurance provider. The partnership includes a significant investment in the Brewers’ new stadium, American Family Field.

Green Bay Packers

The Green Bay Packers are a professional football team in the National Football League (NFL). In 2023, the Packers announced a sponsorship agreement with American Family Insurance, making the insurance company the team’s official home and auto insurer. The partnership includes a significant investment in the Packers’ charitable foundation and community outreach programs.

University of Wisconsin-Madison

The University of Wisconsin-Madison is a public research university in Madison, Wisconsin. In 2023, UW-Madison announced a sponsorship agreement with American Family Insurance, which includes the naming rights to the university’s new football stadium, the American Family Insurance Field.

Marquette University

Marquette University is a private research university in Milwaukee, Wisconsin. In 2023, Marquette announced a sponsorship agreement with American Family Insurance, which includes the naming rights to the university’s new basketball arena, the American Family Insurance Arena.

Associated Bank

Associated Bank is a regional bank with headquarters in Green Bay, Wisconsin. In 2023, Associated Bank announced a sponsorship agreement with American Family Insurance, which includes the naming rights to the American Family Insurance Amphitheater’s VIP lounge.

Kwik Trip

Kwik Trip is a convenience store chain with headquarters in La Crosse, Wisconsin. In 2023, Kwik Trip announced a sponsorship agreement with American Family Insurance, which includes the naming rights to the American Family Insurance Amphitheater’s beer garden.

Company	Industry	Type of Partnership	Year of Partnership
Splash House	Entertainment	Naming rights, exclusive experiences	2023
Summerfest	Entertainment	Official insurance provider	2023
Wisconsin State Fair	Entertainment	Naming rights, exclusive experiences	2023
Milwaukee Bucks	Sports	Official home and auto insurer	2023
Milwaukee Brewers	Sports	Official insurance provider	2023
Green Bay Packers	Sports	Official home and auto insurer	2023
University of Wisconsin-Madison	Education	Naming rights, exclusive experiences	2023
Marquette University	Education	Naming rights, exclusive experiences	2023
Associated Bank	Finance	Naming rights (VIP Lounge)	2023
Kwik Trip	Retail	Naming rights (Beer Garden)	2023

Comparison with Similar Venues in the Region

The American Family Insurance Amphitheater ranks among the top outdoor entertainment venues in the Midwest, offering an exceptional concert-going experience. Here’s a comparison with similar venues in the region:

1. Capacity and Infrastructure

The American Family Insurance Amphitheater boasts a seating capacity of 20,000, making it one of the largest outdoor venues in the region. The venue features a spacious lawn area, a state-of-the-art stage with advanced sound and lighting systems, and ample concessions and amenities.

2. Location and Accessibility

Located in Saint Joseph, Michigan, the Amphitheater is easily accessible by car, public transportation, and ride-sharing services. It’s conveniently situated near major highways and offers ample parking options. Similar venues in the region are spread across diverse locations, offering varying degrees of accessibility.

3. Seating Options and Amenities

The Amphitheater provides a wide range of seating options, including reserved seats in the pavilion, lawn seating, and VIP packages. It offers comfortable seating, shaded areas, and accessible seating for individuals with disabilities. Amenities include food and beverage vendors, merchandise booths, and restroom facilities.

4. Artist Lineup and Event Schedule

The American Family Insurance Amphitheater hosts a diverse lineup of popular artists from various genres, including rock, pop, country, and hip-hop. Its event schedule spans the summer months, with multiple concerts and festivals throughout the season.

5. Ticket Prices and Availability

Ticket prices at the Amphitheater vary depending on the artist and seating category. They are generally comparable to prices at other major outdoor venues in the region. The venue provides multiple ticket options, including online sales, box office purchases, and mobile apps.

6. Atmosphere and Acoustics

The Amphitheater is known for its lively and energetic atmosphere. The intimate layout and advanced sound system ensure optimal acoustics, allowing patrons to fully immerse themselves in the performances.

7. Concessions and Food Options

The Amphitheater offers a wide variety of concessions and food options to satisfy diverse tastes. Patrons can enjoy everything from classic stadium fare to upscale dining experiences. The venue also allows outside food and non-alcoholic beverages.

8. Special Events and Festivals

Beyond concerts, the American Family Insurance Amphitheater hosts special events and festivals throughout the season. These include themed concerts, food festivals, and community gatherings.

9. Sustainability and Environmental Practices

The Amphitheater is committed to sustainability and operates in an environmentally conscious manner. It uses renewable energy sources, promotes waste reduction, and partners with local organizations to support environmental initiatives.

10. Community Involvement

The Amphitheater is an active member of the community and supports local businesses and organizations. It hosts fundraising events, community concerts, and educational programs to give back to the surrounding area.

Venue	Capacity	Location	Amenities	Events	Ticket Prices	Atmosphere
American Family Insurance Amphitheater	20,000	Saint Joseph, MI	Reserved seats, lawn seating, VIP packages, food and beverage vendors, merchandise booths, restroom facilities	Rock, pop, country, hip-hop concerts, festivals	Varies	Lively and energetic
Comerica Park	41,296	Detroit, MI	Luxury suites, club seats, food and beverage vendors, merchandise shops, fireworks shows	Detroit Tigers baseball games, concerts	Varies	Vibrant and electric
Huntington Bank Stadium	25,000	Columbus, OH	Reserved seats, lawn seating, food and beverage vendors, merchandise booths, family-friendly attractions	Ohio State Buckeyes football games, concerts	Varies	Loud and enthusiastic
Live Nation Pavilion at Riverfront Park	20,000	Wilmington, DE	Reserved seats, lawn seating, VIP packages, food and beverage vendors, merchandise booths, free parking	Rock, pop, country, hip-hop concerts, festivals	Varies	Intimate and picturesque

Strategies for Crowd Management and Control

Develop a Comprehensive Crowd Management Plan

Create a detailed plan outlining the roles and responsibilities of staff, security personnel, and emergency responders. This plan should include protocols for crowd flow, evacuation procedures, and incident response.

Establish Clear Lines of Communication

Ensure that all staff and security personnel have access to reliable communication devices. Establish clear lines of communication between key personnel and emergency responders.

Utilize Technology for Crowd Monitoring

Consider implementing crowd monitoring technology, such as surveillance cameras, crowd density sensors, and social media monitoring tools. This can provide real-time insights into crowd behavior and assist in early detection of potential threats.

Implement Effective Crowd Management Strategies

Use a combination of physical barriers, such as barricades and fences, and staff to direct and manage crowd flow. Establish clear pathways for crowd movement and prevent bottlenecks or overcrowding.

Ensure Adequate Staffing and Security Presence

Hire sufficient staff and security personnel to effectively manage the crowd. Ensure that staff are trained in crowd management techniques and emergency response procedures.

Provide Clear Signage and Information

Display clear signage throughout the venue to guide attendees and provide important information. Provide maps, evacuation routes, and emergency contact numbers.

Engage with the Crowd

Create opportunities for crowd interaction through announcements, interactive displays, or social media engagement. Encourage positive crowd behavior and address any concerns or issues.

Establish a Designated Incident Command Center

Identify a central location to serve as an incident command center for managing crowd-related incidents. Ensure that it is equipped with necessary resources, such as radio communication, emergency supplies, and medical equipment.

Prepare for Evacuation Procedures

Develop detailed evacuation plans that include designated evacuation routes, assembly points, and procedures for safely guiding the crowd out of the venue in the event of an emergency.

Conduct Regular Training and Exercises

Train staff and security personnel on crowd management techniques, emergency response procedures, and incident management protocols. Conduct regular exercises to test plans and improve coordination.

Monitor Crowd Behavior and Adjust Strategies

Monitor crowd behavior throughout the event and make adjustments to crowd management strategies as needed. Identify potential threats or emerging situations and take appropriate action.

Use Non-Confrontational Techniques

Whenever possible, use non-confrontational techniques to manage crowd behavior. Avoid excessive force or confrontational language. Instead, focus on de-escalation, communication, and cooperation.

Collaborate with Local Authorities

Establish a cooperative relationship with local police and emergency services. Coordinate crowd management plans and ensure that resources are available in the event of an incident.

Provide Accessible Accommodation

Ensure that the venue is accessible to individuals with disabilities and special needs. Provide designated seating areas, assistive listening devices, and wheelchair-accessible pathways.

Coordinate Crowd Management with Event Organizers

For large-scale events, coordinate crowd management efforts with event organizers. Discuss crowd flow, staging areas, and any special requirements.

Use Crowd Control Technology

Consider implementing crowd control technology, such as crowd barriers, metal detectors, and body scanners. Proper training and operation of these technologies are crucial for effective crowd management.

Establish a Lost Child Protocol

Develop a protocol for handling lost children. Designate a central location for lost and found reports and ensure that staff are trained to assist in reuniting children with their guardians.

Monitor Social Media for Crowd Updates

Monitor social media platforms for real-time updates on crowd behavior and potential incidents. Address rumors or misinformation promptly and provide accurate information.

Implement a Venue Closure Policy

Establish a venue closure policy to ensure crowd safety in the event of an emergency or other unforeseen event. Communicate the policy clearly to attendees and staff.

Roles and Responsibilities

Identify and define the roles and responsibilities of all personnel involved in crowd management. This includes staff, security personnel, emergency responders, and event organizers.

Crowd Management in Specific Situations

Develop specific crowd management strategies for different scenarios, such as inclement weather, protests, or medical emergencies. Train staff on how to handle each situation effectively.

Evaluation and Improvement

Conduct post-event evaluations to assess the effectiveness of crowd management efforts. Identify areas for improvement and make necessary adjustments to plans and procedures.

Category	Considerations
Venue Design	Layout, capacity, sightlines, access points
Security Personnel	Training, experience, numbers, communication
Technology	Crowd monitoring, communication, incident management
Crowd Characteristics	Demographics, behavior, motivations, expectations
Event Type	Concert, sporting event, festival, political rally

Innovation in Stage Lighting and Technology

Staging: A Versatile Canvas for Creative Expression

The American Family Insurance Amphitheater boasts an exceptional stage design that caters to a diverse range of performances. With its configurable elements and spacious dimensions, the stage provides ample room for elaborate set pieces, dynamic choreography, and mesmerizing projections.

Modular Stage System

The modular stage system allows for customized configurations to suit the specific requirements of each show. Removable sections and adaptable platforms empower production teams to create unique stage layouts, enabling them to tell captivating stories through immersive experiences.

State-of-the-Art Lighting Fixtures

The venue’s state-of-the-art lighting fixtures illuminate the stage with unparalleled clarity and vibrancy. High-performance LED lights, moving fixtures, and digital lighting consoles work in unison to create breathtaking visual effects that enhance the emotional impact of performances.

Projection Technology: Unveiling New Storytelling Dimensions

Projection technology plays a transformative role at the American Family Insurance Amphitheater. High-resolution projectors coupled with advanced software extend the visual storytelling capabilities beyond the stage, creating stunning backdrops, captivating animations, and immersive experiences that transport audiences to new realms.

Dynamic Projection Mapping

Dynamic projection mapping transforms the stage into a vibrant canvas for immersive storytelling. Custom-tailored projections interact with the stage environment, cast shadows, and animate objects, creating a breathtaking interplay between physical and digital elements.

Enhanced Audience Engagement

Projection technology allows for interactive experiences that engage the audience. By seamlessly incorporating social media feeds, live polls, and augmented reality elements, the venue fosters a dynamic connection between performers and attendees, enhancing the overall entertainment value.

Audio Engineering: Delivering Pristine Sound Experiences

The American Family Insurance Amphitheater is renowned for its exceptional audio engineering that ensures crystal-clear sound and immersive experiences for every seat in the house. Advanced sound systems, precise acoustics, and dedicated audio engineers collaborate to deliver an unforgettable auditory journey.

Custom-Tailored Sound Reinforcement

Custom-tailored sound reinforcement systems are designed to meet the specific acoustic needs of the venue. Distributed throughout the amphitheater, strategically placed speakers and subwoofers ensure an even distribution of high-quality sound, allowing all attendees to fully engage with the performances.

Advanced Digital Signal Processing

Advanced digital signal processing (DSP) technology is employed to enhance the audio quality, reduce unwanted noise, and optimize sound reinforcement. Engineers utilize cutting-edge software to fine-tune the sound system in real-time, ensuring a pristine and immersive sonic experience for attendees.

Smart Technology Integration: Enhancing Accessibility and Convenience

Smart technology plays a crucial role at the American Family Insurance Amphitheater, elevating the overall attendee experience. From seamless ticket purchases to real-time venue updates, the integration of smart technologies enhances accessibility, convenience, and enjoyment.

Mobile Ticketing and Venue App

Mobile ticketing and a dedicated venue app provide attendees with a convenient and hassle-free experience. Digital tickets can be easily purchased and managed through the app, while attendees can access real-time updates, show information, and interactive features.

Wayfinding and Information Systems

Advanced wayfinding and information systems guide attendees throughout the venue, ensuring a smooth and enjoyable experience. Interactive maps, digital signage, and dedicated staff assist attendees in navigating the amphitheater, locating restrooms, concessions, and designated areas.

Sustainability: Embracing Green Practices

The American Family Insurance Amphitheater is committed to environmental sustainability, implementing innovative practices to reduce its ecological footprint. The venue actively pursues energy efficiency, waste reduction, and responsible resource management.

Energy-Efficient Lighting and Equipment

The venue employs energy-efficient lighting systems, fixtures, and equipment to minimize its carbon footprint. High-performance LED technology reduces energy consumption while maintaining exceptional lighting quality.

Waste Reduction and Recycling Programs

Comprehensive waste reduction and recycling programs ensure responsible waste management at the venue. Attendees are encouraged to participate in recycling efforts, and designated recycling bins are strategically placed throughout the amphitheater.

Sustainable Material Sourcing

The venue prioritizes the use of sustainable materials in construction and operations. Recycled and environmentally friendly materials are incorporated whenever possible, reducing the environmental impact of the amphitheater.

Lighting Innovations	Audio Advancements
– High-resolution projectors	– Custom-tailored sound reinforcement systems
– Dynamic projection mapping	– Advanced digital signal processing
– Interactive lighting control	– Spatial audio systems
– Immersive lighting effects	– Noise cancellation technology

The Future of Live Music Venues

The American Family Insurance Amphitheater

The American Family Insurance Amphitheater is a state-of-the-art outdoor concert venue located in Milwaukee, Wisconsin. The venue has a capacity of 23,000 and hosts a wide variety of concerts and events throughout the year.

The Future of Live Music Venues

The future of live music venues is bright. The demand for live music is only increasing, and venues are responding with new and innovative ways to provide fans with the best possible experience.

Technology

Technology is playing a major role in the future of live music venues. Venues are using technology to improve the fan experience in a number of ways, including:

Using virtual reality to provide fans with immersive experiences
Using mobile apps to allow fans to purchase tickets, food, and drinks
Using social media to connect with fans and promote events

Sustainability

Sustainability is also a major concern for live music venues. Venues are working to reduce their environmental impact by:

Using renewable energy sources
Recycling and composting waste
Reducing water consumption

Accessibility

Accessibility is another important consideration for live music venues. Venues are working to make sure that their facilities are accessible to all fans, regardless of their abilities.

Providing wheelchair accessible seating
Offering assistive listening devices
Providing sensory-friendly spaces

Community involvement

Live music venues play an important role in their communities. Venues are working to give back to their communities by:

Hosting community events
Donating to local charities
Partnering with local businesses

Conclusion

The future of live music venues is bright. Venues are using technology, sustainability, accessibility, and community involvement to provide fans with the best possible experience.

The American Family Insurance Amphitheater is a leading example of how live music venues are evolving to meet the needs of the future.

The Amphitheater has a number of features that make it a unique and innovative venue, including:

A state-of-the-art sound system
A large, high-definition video screen
A variety of seating options, including reserved seats, lawn seats, and VIP boxes
A wide range of concessions, including food, drinks, and merchandise

The Amphitheater also has a strong commitment to sustainability. The venue uses renewable energy sources, recycles and composts waste, and reduces water consumption.

The Amphitheater is also a leader in accessibility. The venue provides wheelchair accessible seating, assistive listening devices, and sensory-friendly spaces.

The Amphitheater is a vibrant community space that hosts a variety of events throughout the year, including concerts, festivals, and community events.

The American Family Insurance Amphitheater is a model for the future of live music venues. The Amphitheater is a state-of-the-art facility that provides fans with the best possible experience. The Amphitheater is also committed to sustainability, accessibility, and community involvement.

Venue	Capacity	Location
American Family Insurance Amphitheater	23,000	Milwaukee, Wisconsin
Red Rocks Amphitheatre	9,525	Morrison, Colorado
The Gorge Amphitheatre	20,000	George, Washington

Insurance Considerations for Amphitheater Owners and Operators

1. Venue Property Insurance

This coverage protects the physical structure of the amphitheater, including the stage, seating, and backstage areas. It covers damages caused by fire, wind, hail, lightning, and other covered perils.

2. Special Event Insurance

This insurance provides coverage for specific events held at the amphitheater, such as concerts, festivals, and sporting events. It covers liabilities and expenses associated with the event, including crowd control, equipment damage, and injuries.

3. General Liability Insurance

This coverage protects the amphitheater against claims of bodily injury or property damage caused by its operations. It covers events such as slips and falls, accidents involving attendees or staff, and property damage caused by the venue.

4. Business Automobile Insurance

This coverage is necessary if the amphitheater operates vehicles, such as shuttle buses or staff transportation. It covers liabilities and expenses related to accidents involving the vehicles.

5. Worker’s Compensation Insurance

This insurance provides coverage for employees of the amphitheater who may suffer injuries or illnesses while on the job. It covers medical expenses, lost wages, and other benefits.

6. Liquor Liability Insurance

If the amphitheater serves alcohol, this insurance provides coverage for liabilities related to alcohol-related incidents, such as injuries, accidents, or property damage caused by intoxicated individuals.

7. Employment Practices Liability Insurance

This insurance protects the amphitheater against claims of wrongful termination, discrimination, sexual harassment, and other employment-related issues.

8. Cyber Liability Insurance

This coverage protects the amphitheater against cyber attacks and data breaches that may compromise its systems or sensitive information.

9. Event Cancellation Insurance

This insurance provides coverage for expenses incurred if an event is canceled or postponed due to unforeseen circumstances, such as weather, illness, or other events beyond the control of the amphitheater.

10. Patron Accident Insurance

This coverage provides attendees with medical expense and other benefits in case of injury or accident during an event at the amphitheater.

#### 11. Sound and Lighting Equipment Insurance

This insurance provides coverage for sound and lighting equipment used at the amphitheater. It covers damage or loss due to theft, vandalism, or accidents.

#### 12. Concessions Insurance

This insurance covers the concession operations at the amphitheater, including food and beverage inventory, equipment, and liabilities related to foodborne illnesses.

#### 13. Merchandise Insurance

This insurance covers merchandise sold at the amphitheater, such as T-shirts, souvenirs, and other items. It protects against damage, loss, and theft.

#### 14. Promoters Liability Insurance

This insurance protects promoters who rent or lease the amphitheater for events. It covers liabilities related to the event, including crowd control, accidents, and injuries.

Insurance Type	Coverage
Venue Property Insurance	Physical structure of the amphitheater
Special Event Insurance	Specific events held at the venue
General Liability Insurance	Bodily injury and property damage claims
Business Automobile Insurance	Amphitheater-owned vehicles
Worker’s Compensation Insurance	Employee injuries and illnesses

American Family Insurance Amphitheater: A Premier Music Destination

Nestled amidst the scenic hills of West Allis, Wisconsin, the American Family Insurance Amphitheater stands as a world-renowned music venue that has captivated audiences for decades. This sprawling outdoor amphitheater boasts a state-of-the-art sound system, remarkable acoustics, and an unbeatable atmosphere that immerses concertgoers in an unforgettable musical experience.

The amphitheater’s expansive lawn accommodates over 23,000 revelers, while reserved seating sections offer unparalleled views and an exclusive experience. With a diverse lineup featuring legendary performers, rising stars, and an eclectic mix of genres, the American Family Insurance Amphitheater caters to music enthusiasts of all tastes and preferences.