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Summerfest announces big plans for the festival grounds


This year, Summerfest will celebrate their 50th anniversary. Today, the Big Gig made a major announcement that will expand the festival's presence in the region.  Summerfest has partnered with American Family Insurance that will last 10 years and will include several enhancements to the Henry Maier Festival park including a new amphitheater and a new community plaza. The partnership will also create music education opportunities for Milwaukee students.  You can check out all the components to this agreement below.

  1. Presenting status of Summerfest. The festival will now be known as Summerfest presented by American Family Insurance.  The financial resources associated with the American Family Insurance sponsorship commitment will allow Summerfest to maintain its mission, which remains true today after a half century: a tradition of a world-class line-up at affordable prices for the entire community.  
  2. Milwaukee World Festival, Inc. will build a new 23,000-seat Amphitheater at Henry Maier Festival Park, which will be known as the American Family Insurance Amphitheater. Amenities in the new complex will include enhanced production space, additional restaurant options, new restroom facilities and new hospitality areas. Construction is tentatively scheduled for 2019 – 2020.
  3. Milwaukee World Festival, Inc. will construct a new North Gate and community plaza, linking Henry Maier Festival Park to downtown Milwaukee and the development associated with the Lakefront Gateway Project. Construction is scheduled for late 2017, with the gate completion anticipated for Summerfest 2018. 
  4. Creation of new music education activities which will provide access for Milwaukee students.  Milwaukee World Festival, Inc. and American Family Insurance will also participate in community outreach in specific Milwaukee neighborhoods. 

Director of Digital | Radio Milwaukee