American Family Insurance Amphitheater

The American Family Insurance Amphitheater stands as a beacon of musical excellence and a testament to the power of live performances. Located on the picturesque shores of Lake Michigan in Milwaukee, Wisconsin, this legendary venue has been captivating audiences since its inception. From iconic rock bands to world-renowned pop stars.

American Family insurance amphitheater

The American Family Insurance Amphitheater has hosted some of the most memorable concerts in music history.

The American Family Insurance Amphitheater is a large outdoor music venue located in Milwaukee, Wisconsin, United States.

It is one of the main attractions of the Henry Maier Festival Park, also known as the Summerfest grounds.

The amphitheater has a seating capacity of around 23,000, making it one of the largest outdoor venues in the country.

The venue has hosted numerous concerts and music events since its opening in 1987.

It is particularly well-known as the main stage for Summerfest, an annual music festival that takes place at the Henry Maier Festival Park.


Summerfest is one of the largest music festivals in the world, featuring a diverse lineup of artists from various genres over multiple days.

In 2021, it was announced that the amphitheater would be renamed the American Family Insurance Amphitheater as part of a sponsorship agreement with the American Family Insurance company.

The renaming reflects the partnership between American Family Insurance and Summerfest, and the venue continues to be a popular destination for music lovers in the Milwaukee area.

In this article, we will delve into the rich history, unique features, and remarkable experiences offered by this remarkable amphitheater.

A Historical Overview

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Originally known as the Marcus Amphitheater, the venue opened its doors on June 26, 1987. Designed by renowned architect Jim Shields, the amphitheater was built as a replacement for an earlier stage that had been located at the site since the 1970s. Over the years, it has undergone several renovations and improvements, solidifying its status as a premier entertainment venue.

Renaming and Partnership with American Family Insurance

In 2019, the amphitheater entered into a partnership with American Family Insurance, a leading insurance provider. This collaboration resulted in the renaming of the venue as the American Family Insurance Amphitheater, highlighting the company’s commitment to supporting the arts and enriching the local community.

Spectacular Features

With a seating capacity of over 23,000, the American Family Insurance Amphitheater boasts a grand stage and state-of-the-art audiovisual technology, ensuring an immersive experience for every concertgoer.

The open-air design allows attendees to enjoy performances under the stars, creating a unique ambiance that adds to the magic of live music.

The venue’s prime location on the shores of Lake Michigan provides breathtaking views of the water, allowing concert attendees to enjoy the beauty of the surrounding landscape while immersing themselves in the music.

This picturesque setting enhances the overall experience, making it an unforgettable moment for fans and artists alike.

Unforgettable Concerts

The American Family Insurance Amphitheater has welcomed an array of world-renowned artists and bands from various genres. From legendary rock acts such as The Rolling Stones, Pearl Jam, and Aerosmith to pop superstars like Taylor Swift, Bruno Mars, and Justin Timberlake, the amphitheater has played host to countless unforgettable performances.

The venue has also been a frequent stop for music festivals, including Summerfest, one of the largest and most renowned music festivals in the United States. Each year, Summerfest attracts hundreds of thousands of music enthusiasts, who gather to witness an impressive lineup of artists across multiple stages, including the American Family Insurance Amphitheater.

Community Impact

Beyond providing incredible entertainment, the American Family Insurance Amphitheater has made significant contributions to the local community.

The venue serves as an economic driver, attracting visitors from near and far, and boosting tourism and local businesses.

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It also supports the growth of the music industry by providing a platform for emerging artists to showcase their talent alongside established acts.

Additionally, the amphitheater actively engages in philanthropic endeavors.

American Family Insurance, in collaboration with the venue, has initiated numerous charitable initiatives, including supporting music education programs, scholarships, and other community-focused projects.

These efforts highlight the commitment to creating a positive impact beyond the realm of music.


The American Family Insurance Amphitheater has cemented its place as an iconic and beloved music venue. From its picturesque location to its world-class performances, it continues to capture the hearts of music enthusiasts across the globe. With its commitment to delivering unforgettable experiences, fostering community engagement, and supporting the arts, the American Family Insurance Amphitheater stands as a testament to the enduring power of live music and the magic it creates.


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