Milwaukee's American Family Field, home to the Brewers baseball team, has been steadily transforming into a premier concert venue, hosting a growing number of high-profile music acts each year. The stadium's ability to attract top-tier performers and draw large crowds has made it a significant player in the stadium concert industry, challenging the dominance of larger markets and their football stadiums.

Transforming a Baseball Stadium into a Music Mecca

A Burgeoning Concert Calendar

The Brewers' home stadium has been hosting an increasing number of concerts in recent years, with a record-breaking four shows scheduled for both 2023 and 2024. These events feature a diverse lineup of artists, including country superstars like George Strait and Chris Stapleton, pop sensations like Pink, and rock icons like Green Day. The stadium's ability to accommodate large crowds and provide a unique concert experience has made it an attractive destination for both performers and music fans.

Breaking Attendance Records

The success of the concerts at American Family Field is evident in the attendance figures. Last year, the stadium hosted the first-ever two-night run in a Milwaukee stadium, featuring country star Morgan Wallen. Additionally, the Strait and Pink shows broke attendance records, collectively grossing $35.4 million from 178,107 tickets sold. These impressive numbers have propelled the stadium to the 19th highest-grossing concert venue in the country, according to the concert trade publication Pollstar.

Expanding the Stadium's Reach

The growing popularity of concerts at American Family Field has not gone unnoticed. The stadium's executive vice president and chief commercial officer, Jason Hartlund, has stated that the team hopes to host four to six concert tours per year, further expanding the stadium's reach and solidifying its status as a premier concert destination.

A Statewide Concert Boom

The success of American Family Field is not limited to Milwaukee alone. The state of Wisconsin is witnessing a broader concert boom, with Camp Randall Stadium, home of the Wisconsin Badgers football team, set to host its first major concert since 1997 in 2024. This Coldplay show, also presented by FPC Live, is essentially sold out, further demonstrating the growing demand for stadium-level concerts in the region.

Diversifying the Entertainment Landscape

The influx of concerts at American Family Field has not only generated significant revenue for the Brewers but has also diversified the entertainment landscape in Milwaukee. By attracting a wide range of music fans, the stadium has become a hub for cultural experiences, complementing the city's vibrant arts and entertainment scene.

A Promising Future for American Family Field

As the stadium concert industry continues to grow, American Family Field is poised to solidify its position as a premier destination. With its ability to host top-tier artists, break attendance records, and provide a unique concert experience, the stadium is set to play a crucial role in shaping the future of live music in Milwaukee and beyond.