Design & Development

Go-Ahead Entry among Brewers stadium upgrades

Featured image credit: Michael Barera/CC BY-SA 4.0/Edited for size

The Milwaukee Brewers Major League Baseball team has announced a range of upgrades for American Family Field ahead of the 2025 season.

MLB Go-Ahead Entry will be introduced at the Home Plate West and Third Base gates to ease entry into the ballpark. Express lanes will also return to the ballpark at every entrance.

MLB Go-Ahead Entry is a facial authentication-based ticket validation system developed by the league as part of an effort to improve the fan experience. Fans can register through the MLB Ballpark app.

Several other MLB teams have introduced Go-Ahead Entry, including the Kansas City Royals, Philadelphia Phillies and Houston Astros.

The Brewers will also expand the Terrace Level offices at American Family Field, resulting in a decrease of around 1,600 seats of capacity on the Terrace Level. The team said it will pursue “unique ways” to add the capacity back in the future through all-inclusive areas or other features.

The expansion of the offices forms part of the Brewers’ new lease with the Wisconsin Professional Baseball Park District, which includes a commitment to improve the experience for staff as well as fans.

Rick Schlesinger, the Brewers’ president of business operations, told the Milwaukee Journal Sentinel: “The least impactful intrusion – if you will – to our fans was the seats up in the terrace level in right field. It’s the last seats to be sold at the ballpark for games. They’re often not sold for concerts. So, we had to make the call. I needed the space. I needed it to be good space.”

For the 2025 season, the Brewers will also debut The Alley Food Truck Park, which will be located on the left-field Loge Level. It will feature a range of local food truck vendors and a new bar.

The Rideshare Lot has also been relocated to the south end of the stadium’s Molitor Lot to provide additional capacity and quicker entry and exit for rideshare vehicles after games.

In December, the board of directors at the Wisconsin Professional Baseball Park District approved a proposed new lease for the Brewers to continue playing at American Family Field until 2050. The stadium is set to undergo major renovation work as a result.