For a good chunk of last year, the discussion around updates to American Family Field focused primarily on how they’d get paid for. That question — if not the debate connected to it — got put to bed in December, when Governor Tony Evers signed a $500 million funding bill.
Yesterday, the Brewers announced some of the actual enhancements that visitors to the stadium will discover in 2024. And while all will be hard to miss, two in particular literally loom large over the rest.
Towering over the center-field wall will be a LED digital display clocking in at 12,077 square feet. Ten years ago, that would’ve made it the biggest scoreboard in Major League Baseball. Due to a recent video-board arms race among franchises, however, the Brewers instead “merely” find themselves in the top five. Based on the renderings, it appears they made a sensible choice considering how well the new big screen fits its surroundings.
As you’ll notice in that image, the center-field screen will have a smaller companion above the right-field bleachers, appearing to take the place of the analog clock between the Johnsonville Party Deck and Vizzy Loft. That video board will span 2,840 square feet and share the same pixel resolution as its big brother.
In addition to the two splashier installments, there will also be new LED digital displays behind home plate and down the baselines. Overseeing that facet of the stadium upgrade is ANC, which will also assist with the integration of a new broadcast control room.
“With the advancements in technology since we last installed a new board, the new displays are a game-changer,” Brewers president of business operations Rick Schlesinger said in a release. “The boards will offer greater visibility from all areas of American Family Field, significantly better picture quality and facilitate enhanced in-game content.”
The stadium-upgrade plans extend to the concourse, with one new addition and one enhancement to a familiar location.
The former will extend the team’s efforts to bring other parts of Milwaukee into AmFam Field, particularly related to its food-and-beverage offerings. A few years ago, it was a partnership with Black Shoe Hospitality to bring new flavors to the concession stands. This time around, the Brewers will work with 3rd Street Market Hall to bring four local vendors to the right-field loge level.
The area — dubbed the 3rd Street Market Hall Annex — will feature Kompali Tacos, Smokin’ Jack’s BBQ, Asian fusion fare from KAWA and the tastes of Venezuela from Anytime Arepa. Besides the vendors, the space itself will get a makeover to become more of a gathering spot that includes a gaming area.
The last reveal involves the Brewers Team Store near the left-field corner entrances. Already a decently sized home for a variety of apparel and accessories, the retail space’s footprint will expand and its sales floor reconfigured to improve the shopping experience.
