Summerfest Signs Major Sponsorship Deal That Includes A New Amphitheater


MILWAUKEE, WI (CelebrityAccess) — Milwaukee World Festival Inc., organizers of the long-running Milwaukee Summerfest, have signed a major new sponsorship deal American Family Insurance that will see the Madison-based insurance company becoming the first presenting sponsor of Summerfest in the festival's 50-year history.

Also included in the deal are provisions for 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 facility will include enhanced production space, increased new restaurant options, additional new restroom facilities and new hospitality areas. Construction is tentatively scheduled for 2019 – 2020.

As well, the deal will see Milwaukee World Festival contruct a new north gate, box office and community plaza, linking Henry Maier Festival Park to downtown Milwaukee and the development associated with the Lakefront Gateway Project. Construction is scheduled for 2017, with the gate completion anticipated for Summerfest 2018.

“In 2017, American Family will celebrate its 90th anniversary and Summerfest its 50th, so we’re thrilled to announce this partnership during such a historic year for both our organizations,” said American Family Insurance Chairman, Chief Executive Officer, and President Jack Salzwedel. “This partnership with Summerfest not only allows us to raise awareness and effectively market our brand to a large and enthusiastic audience, but gives us the opportunity to support a popular and enduring community event our customers from Wisconsin, and all parts of the country, look forward to each year.” – Staff Writers