(CelebrityAccess) — Milwaukee World Festival announced it has sealed a deal with the Live Nation-affiliated Frank Productions Concerts to co-promote concerts at the American Family Insurance Amphitheater and BMO Harris Pavilion.
The deal provides FPC Live with preferred booking rights to all national touring shows at both MWF venues, outside the Summerfest time period.
Summerfest, presented by American Family Insurance, The World’s Largest Music FestivalÒ, and other events will continue to be promoted in-house by the Milwaukee World Festival, Inc. management team.
This announcement comes ahead of the scheduled re-opening next June of the American Family Insurance Amphitheater, which is currently undergoing a major refurb that includes $53 million in production and hospitality updates.
The updates at the amphitheater, which originally opened in 1987, include the addition of 65 feet of clearance above the stage to allow for larger productions, 19 new dressing rooms, new food and beverage options, additional restrooms, and a new seating bowl, as currently configured with the same capacity of 23,000.
The BMO Harris Pavilion opened in 2012 and features 5,000 seats undercover as well as a large general admission area.
“As we look forward to the grand opening of the new American Family Insurance Amphitheater next June, we are excited to begin this new relationship to continue our legacy as Milwaukee’s premier destination for music during the summer,” said Don Smiley, President, and CEO of Milwaukee World Festival, Inc. “With $53 million in upgrades to the venue, our goal is to host as many concerts as possible during our festival season.”