How is venue seating set up? Which seats are under the roof? What are "red” seats, "pavilion” seats, etc?
Click here to open a PDF file of the venue and use the section, row and seat information on your ticket to identify your location.
Pavilion seats are chairs with seat backs and arm rests. This includes Sections 1, 2, 3 and 4, 5, 6, 7 and 8. PIT section chairs do not have arm rests. All Pavilion seats are reserved, under the roofline and are either red or yellow. "Red seats” is the description for Sections 1, 2 and 3. These seats are literally red and closest to the stage. "Yellow seats” is the description for Sections 4, 5, 6, 7 and 8. These seats are literally yellow and the next closest to the stage, directly behind the Red seats.
Bench or Bleacher seats do not have seat backs or arm rests. These seats are usually reserved and are not under the roofline.
Lawn tickets are always General Admission seating on the grass at the back of the venue. Although Lawn tickets display a section, row and seat number this information is strictly for inventory tracking purposes; holders of Lawn tickets may sit wherever they please on the Lawn. The Lawn is not under the roofline.
Do seat numbers run left to right, or right to left?
If you are in the venue facing the stage the seat numbers run right to left. The artist on the stage would read the seat numbers left to right.
How are the rows ordered within the American Family Insurance Amphitheater?
Our row naming convention is A to Z with no row "I” or "O”, followed by AA to GG. The exception is in the "PIT” section where the front row is AAA, second row BBB and third row is CCC. This makes Section 2, Row A the fourth row for our standard seat configuration.
How can I find the exact location of my tickets? Are my seats located on an aisle?
Click here to open a PDF file of the venue and use the section, row and seat information on your ticket to identify your location.
Why do some shows have special seating charts on Ticketmaster.com? How can I figure out if my ticket is next to a stage extension?
Artists performing at the American Family Insurance Amphitheater may bring stage extensions, runways or B-stages (small stages set up in the back of the venue). This results in modifications to our standard seat configuration. We cannot guarantee which seats will be immediately adjacent to stage extensions until the actual staging is in place on show day. You may check with the Box Office on the day of the show for further clarity.
Why do some American Family Insurance Amphitheater seat charts on Ticketmaster.com have a "PIT” section and other seat charts have a "GAPIT” section? What’s the difference?
The PIT section and GAPIT section are alternate configurations of the area directly in front of the stage. Artists’ production needs may result in the removal of some seats or rows.
The PIT section typically contains three rows of reserved seats. Row names within the PIT are AAA, BBB and CCC. Specific reserved seat numbers are in use.
The GAPIT section is a General Admission, standing-room-only area. Some artists require removal of the seats in front of the stage to create this open area. Admission to the GAPIT is usually first-come first-served with a GAPIT specified ticket, but some artists reserve the right to allow certain ticket holders (e.g. fan club members) to gain early admittance.
Who is in charge of the sound and video during the show?
The crew of the headlining artist is in complete control of the sound and any video production during the performance.
What is the American Family Insurance Amphitheater Re-entry Policy during Summerfest?
Patrons who wish to leave and re-enter the American Family Insurance Amphitheater must have their American Family Insurance Amphitheater event ticket or free lawn wristband scanned out and then back in at the Amphitheater turnstiles. Failure to get your ticket scanned out may result in the patron not being allowed back into the venue.
If the patron also wishes to leave the festival grounds, a re-entry wristband must be obtained at any festival gate. Re-entry wristbands will be issued from noon until 6:30 pm and patrons must re-enter the grounds by 7:00 pm the same day. Note that free lawn wristbands are not valid for re-entry to the Summerfest grounds; an additional wristband must be obtained. No re-entry wristbands will be issued after 6:30 pm and no re-entries will be allowed after 7:00 pm.
Why are ticket prices different at Ticketmaster.com than at the Summerfest Box Office?
The American Family Insurance Amphitheater utilizes the Ticketmaster system for concert ticket sales as it is the best way to reach a substantial portion of its customers. Prices listed on Ticketmaster event web pages include the base price and combination of venue facility fees and Ticketmaster's own convenience fees. Prices at the Summerfest Box Office include the base cost, and facility charge and typically $2 per ticket Box Office fee. Please do not include "$2 per ticket Box Office fee." Let's just leave it as "Summerfest Box Office does not include Ticketmaster convenience fees." The next three sentences below are redundant and not needed.
Box Office purchases do not include the Ticketmaster convenience charge, which will be assessed if you purchase through Ticketmaster. Instead, there is a $2/ticket Box Office charge on most purchases. The Summerfest Box Office is the most cost effective way to purchase tickets for events held at our venue.
Where is the American Family Insurance Amphitheater and Summerfest Box Office located?
The American Family Insurance Amphitheater and Summerfest Box Office are located on the south end of the Summerfest Grounds at the end of East Summerfest Place east of Harbor Drive.
During Summerfest: Harbor Drive is closed to public traffic during Summerfest. From downtown Milwaukee, take Water Street to Erie Street and travel east. Follow signs to the parking lots nearest the American Family Insurance Amphitheater. Be prepared to show your prepaid parking pass if you purchased one. Patrons may also park in any outlying downtown parking lot and take a shuttle bus to the festival North Gate.
Outside Summerfest: From downtown Milwaukee, take Water Street to Chicago Avenue. Travel east on Chicago Avenue to Harbor Drive. Go south on Harbor Drive to Polk Street. Make a left turn on Polk Street for passenger drop off and the Summerfest Box Office. Turn right on Polk Street for event parking.
What is the "Lottery System" all about?
The Summerfest Box Office utilizes Ticketmaster's random number distribution system also known as a lottery. The Lottery System will be in effect for all major events during the concert season. The day a show is scheduled to go on sale, numbers will be distributed to persons waiting at the Box Office one hour prior to the scheduled on sale time. To determine a ticket purchaser's place in line, a number will be drawn at random by Summerfest Security and patrons will line up accordingly. Anyone arriving after number distribution has been conducted will be directed to the end of the line. Receiving a number does not guarantee a ticket, only a place in line. The Box Office reserves the right to suspend the random number distribution at any time and Milwaukee World Festival, Inc. does not assume responsibility for any unforeseen technical difficulties. Please see Ticket Information section.
What items are prohibited in the American Family Insurance Amphitheater?
Umbrellas are NOT allowed in the American Family Insurance Amphitheater, but they are allowed on the Summerfest Grounds. For safety reasons and sight lines, umbrellas will need to be checked before entering the American Family Insurance Amphitheater.
There are specific items that cannot be brought into Summerfest. Milwaukee World Festival, Inc. reserves the right to alter carry-in policies at any time. Currently, these items include, but are not limited to:
- Large bags
- Other carry-ins
- Outside food or beverages (exception for empty, clear plastic bottles, one liter or smaller)
- Cans or glass bottles
- Video Equipment
- Professional grade camera equipment
- Selfie sticks
- Recording devices
- Laser pointers
- Lawn chairs
- Inline skates
- Coaster wagons
- Picnic baskets
- Weapons of any kind
May I be searched upon entry to the venue?
Guests entering the venue during an event may be subject to a metal-detector screening, visual inspection, a pat-down search and/or a bag inspection. Patrons who refuse to submit to either a visual or pat-down search may be refused entry and may not be eligible for a refund on their ticket purchase. The purpose of the inspection is to detect prohibited items.
Is smoking permitted in the American Family Insurance Amphitheater?
The American Family Insurance Amphitheater is a non-smoking venue. Designated smoking areas will be available outside the American Family Insurance Amphitheater.
Can I bring a camera, video recorder or other recording device into the American Family Insurance Amphitheater?
No cameras or recording devices of any type are allowed into the American Family Insurance Amphitheater. There are rare exceptions to this rule at the discretion of the artist(s) performing, however in the vast majority of cases, the answer is no.
Are there ATMs inside the American Family Insurance Amphitheater?
Automatic Teller Machines are located at the entrance ramps to the Amphitheater and in the Info Booth/Wheelchair & Stroller Rental area near the South Gate. For your convenience, most American Family Insurance Amphitheater concession stands, bars and merchandise tents accept VISA, MasterCard, American Express and Discover Card.
What is the Will Call policy?
Will Call tickets can be picked up at the South Gate Summerfest Box Office on the day of the show only. The purchaser, or the person authorized to pick up tickets during the on-line ticket purchase process, must bring a photo ID, the confirmation number and the credit card used for purchase when picking up Will Call tickets purchased through Ticketmaster or the Fan Club.
If you are a guest of the band, you must provide photo ID. Band guest tickets and passes are typically available close to show time. If you plan to arrive early, you may wish to call the Box Office in advance to determine if the band has sent their guest list and passes to the Box Office yet.
What are the hours for the Summerfest Box Office?
The Box Office is open 10:00 am — 6:00 pm, Monday — Friday.
The Box Office is closed on Saturdays, Sundays and holidays, unless there is an event or on sale that day. During Summerfest, the Box Office will be open until the headliner takes the stage. The Will Call window will be open until 10:00 pm.
Can I leave tickets somewhere for a friend to pick up later?
Yes, you may leave tickets for a friend to pick up at the Summerfest Box Office. Be advised, however, that the Box Office closes each evening at 9:00 pm and will not be held responsible for lost or stolen tickets that have been dropped off.
Can I bring in a purse or backpack? Will my purse/bag be searched?
For the safety and security of our patrons, Summerfest does not allow backpacks or bags larger than 9x10x12 into the building. We advise you to leave your backpacks, large packages or other bags either at home or securely stored in your vehicle. You should also be aware that all small bags are subject to search before being allowed into the American Family Insurance Amphitheater.
How can I purchase tickets to concerts taking place in the American Family Insurance Amphitheater?
You can purchase tickets in a variety of ways. Please see Ticket Information section.
Is admission to the Summerfest Grounds included in the price of my American Family Insurance Amphitheater concert ticket?
Yes! When you purchase your ticket to a American Family Insurance Amphitheater concert taking place during Summerfest, you will receive one (1) ticket that will get you on to the Summerfest Grounds anytime after noon on the day of that concert. Patrons should be sure to hold on to their ticket because they will need it again to get into the concert at the American Family Insurance Amphitheater.
Are animals allowed?
Animals or pets of any kind are prohibited with the exception of service animals for guests with disabilities and/or special needs. Services animals are welcomed into the building and must remain on a leash or harness at all times.
What is the food and beverage policy?
Except for food and beverage purchases made on the Summerfest grounds, food or beverages of any kind (alcoholic included) cannot be brought into the venue; an exception is made for patrons with a medical necessity and/or special dietary requirements. Concession stands throughout the venue sell various types of non-alcoholic and alcoholic beverages. Wisconsin law prohibits the sale of alcohol to persons under the age of 21. Guests may be required to show proper identification and proof of age when purchasing alcoholic beverages. Patrons may bring in an empty, clear plastic water bottle, one liter or smaller.
What types of payment are accepted?
Cash, MasterCard, Visa, American Express and Discover Card are accepted. The Box Office DOES NOT accept personal checks.
How do I get a free wristband for seating in the lawn or bench areas?
Wristbands are only given out for select Amphitheater shows per the artist's request. Wristbands are given out on a first-come, first-served basis the day of the show. They are given out in the American Family Insurance Amphitheater Forecourt on the south end of the grounds when the Summerfest gates open for the day at noon. In order to get a bar coded wristband, you must first obtain admission to the Summerfest Grounds.
Do children require a ticket to gain admittance to the American Family Insurance Amphitheater?
All children ages 3 and older require a ticket to gain admittance to the American Family Insurance Amphitheater. Children two years of age and younger are not required to have a ticket, but they MUST be seated on a parent or guardian's lap. We strongly recommend parents provide hearing protection for their children.
When do the doors open prior to a concert?
Summerfest gates open at noon each day of the festival. Gates into the American Family Insurance Amphitheater typically open one hour prior to event time. The exact time is determined by the artist performing at the venue.
Can I bring an umbrella into the American Family Insurance Amphitheater?
No, for safety reasons as well as to maintain reasonable unobstructed sight for all, umbrellas are not allowed in the American Family Insurance Amphitheater.