American Family Insurance opens innovative DreamBank

American Family's flagship store on Madison's Capitol Square inspires visitors to discover their dreams

(Oct. 3, 2012) – American Family Insurance's cutting-edge retail store concept, DreamBank, opened today on Madison's Capitol Square. DreamBank is dedicated to the inspiration, celebration and protection of dreams for individuals, families and the community.

Visitors are offered a variety of interactive experiences and tools to engage and inspire them to pursue their dreams. "It’s fitting we open our innovative new store in our hometown, a block from where company founder Herman Wittwer first opened his doors for business 85 years ago today – the place where his dream began," said Jack Salzwedel, American Family's chairman and chief executive officer.

The store is prominently located at 1 North Pinckney St., at the head of East Washington Avenue in the former American Exchange Bank, one of Madison's historic landmark buildings.

Store employees, called dream curators, guide visitors through the space and help them to explore their dreams.

The store features a number of interactive displays designed to assist visitors in discovering and imagining their dreams. The Discovery Dream Den has a large touch-screen monitor, allowing visitors a fun way to explore different topics to help them develop their dreams. Other smaller touch-screen kiosks allow them to take surveys, access social media and build digital mosaics by capturing images from the web to help depict their dream.

"DreamBank not only provides a place for dreamers to come together to affect positive change in our community, but also inspires visitors to think about what matters most and what's worth protecting," says Lisa Bacus, executive vice president. "It's a unique, modern approach to help people think about insurance differently."

An authentic bank vault that remains in the historic building has been transformed into a Dream Vault. Visitors are encouraged to deposit their written dream in the vault and to access interactive, step-by-step instructions on how to achieve their dream.

DreamBank will host in-store community events and guest speakers on a variety of topics from safety issues to hobbies to energy conservation. A schedule of store events can be found at

American Family Insurance has been protecting dreams for 85 years. "It's who we are," says Dan Schultz, president and chief operating officer. "DreamBank is a natural next step to help inspire a new community of dreamers."

DreamBank is open Monday through Saturday, 9 a.m. to 8 p.m. (opening at 8 a.m. Saturdays during the season for Farmers' Market on the Capitol Square); and Sunday from 11 a.m. to 5 p.m.

Based in Madison, Wis., American Family Insurance offers auto insurance, homeowners insurance, life insurance, health insurance, business and farm/ranch insurance in 19 states. American Family insurance is the nation’s third-largest mutual property/casualty insurance company and ranks 382nd on the Fortune 500 list. Web:; Facebook:; Twitter:; YouTube: