Summerfest Inks Sponsorship, Revamping Amphitheater

Milwaukee’s Summerfest will get a new $35 million amphitheatre as part of a new sponsorship deal between festival owners

– American Family Insurance Amphitheater

Financial details of the deal were not disclosed. The agreement will see the festival change is moniker to “Summerfest presented by American Family Insurance” and will replace the aging 23,000-capacity Marcus Amphitheatre.

It will also see the construction of a new North Gate and community plaza and the creation of new “music education activities” and community outreach. Summerfest was previously mainly sponsored by Marcus Corporation, which helped fund the construction of the amphitheater in the ’80s.

“We’re relinquishing the rights,” Marcus Corp. President Greg Marcus told WTMJ-4. “When they came to us and said ‘we have this tremendous opportunity that’s going to be transformational and ensure Summerfest’s survival for the next generation,’ how could we say no?”

The new shed will be named American Family Insurance Amphitheater, have a revamped roof, stage, backstage, seats, sound and video technology, lighting and concessions.

There are reportedly no major changes expected in total capacity. Plans are still not finalized and construction is hoped to start in 2019, with the grand re-opening penciled in for 2020.

Summerfest 2017 is set to take place June 28 to July 2 and July 4-9 with 11 stages. Last year’s edition featured Paul McCartney, Luke Bryan, and