Last updated on October 9th, 2019 at 02:21 pm
Summerfest operator Milwaukee World Festival, Inc. has entered a preferred promoter agreement with Madison-based Frank Productions Concerts to promote concerts at the American Family Insurance Amphitheater and BMO Harris Pavilion.
The agreement gives FPC Live preferred booking rights to all national touring shows at both Henry Maier Festival Park venues, outside of the Summerfest time period. Milwaukee World Festival’s management team will continue to promote Summerfest and other events in-house.
FPC Live, with its joint venture partner Live Nation, produces nearly 550 events annually in Wisconsin.
Milwaukee World Festival continues work on the $53 million upgrade to the American Family Insurance Amphitheater, which is on track to be completed in time for Summerfest 2020. Part of the project, which included raising the venue’s roof to allow for larger productions and adding 19 new dressing rooms, was completed for Summerfest 2019. Work is currently underway to add new food and beverage options, additional restrooms and a new seating bowl.
The amphitheater, which was originally completed in 1987, has hosted major acts over the years, including The Rolling Stones, Paul McCartney, Lady Gaga, Bruno Mars, Kenny Chesney, Dave Matthews Band, Metallica, Whitney Houston, Tom Petty & the Heartbreakers and Pearl Jam.
The BMO Harris Pavilion opened in 2012 and includes 5,000 seats undercover as well as a large general admission area. It hosts headliners throughout Summerfest.
“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 chief executive officer of Milwaukee World Festival. “With $53 million in upgrades to the venue, our goal is to host as many concerts as possible during our festival season.”
“The combination of Henry Maier Festival Park’s longstanding history with Frank Productions’ 50 years of producing Wisconsin’s biggest concerts is going to lead to a successful future of more live events on Milwaukee’s lakefront,” said Charlie Goldstone, an FPC Live president. “We are thrilled to announce this relationship, and we cannot wait to get started.”