Summerfest – American Family Insurance Amphitheater
Refresh a concert venue for an elevated experience
The American Family Insurance Amphitheater (formerly Marcus Amphitheater) underwent a refresh and design changes to elevate the experience for its concert goers. For an improved fan experience, the design team increased restroom capacity as well as decreased the number of seats per row from 60-70 seats between aisles down to 30-40 seats allowing for more aisles and easier movement in and out of the space. Improved VIP areas with bars and lounge seating along with enhanced ADA updates throughout offer more accessibility and options for everyone to enjoy.
To continue competing with other local venues, a number of back of house enhancements were made to attract performers. Raising the roof up by 26 feet allows the venue to accommodate larger productions and provide improved stage lighting. To provide an immersive artist experience, the dressing rooms were refreshed and relocated to face out towards the Summerfest grounds, giving the artists the ability to watch the excited crowds as they enter the amphitheater.
- Milwaukee, WI