Baraboo Area Chamber and Tourism looks forward to thriving in 2022
Located a few miles South of Wisconsin Dells, the City of Baraboo, Wisconsin and its surrounding area, offers tourists and locals alike many options when it comes to entertainment, shopping, dining, and outdoor recreation.
“The word tourism is probably the first key word that pops up”, said George Althoff, Executive Director of the Baraboo Area Chamber and Tourism. “Our mission is to promote tourism and our members, thereby strengthening the economy of the area.” And that's where the chamber and their 370+ members come in, giving people many options to experience while visiting the area.
Althoff stated tourism is a very strong segment of the area’s business community, and acknowledges his organization certainly promotes economic development in other ways, but stressed tourism plays a heavy role in that development. “It just has a ripple effect in our community. It helps our members, the eating establishments, the lodging establishments, the stores, the shops. I mean, think about that many people coming to your area, and depending on what they want to do on any given day, the impact that has. That's where the chamber and our 370+ members come in, as we give people options to experience many different things.”
With Cascade Mountain and Devil’s Head Resort drawing in tourists to the area for skiing and tubing, Althoff said they have a crown jewel right in their backyard, Devil’s Lake State Park. The chamber has been a strong supporter of the park and the amenities it offers, from camping to fishing, hiking, and rock climbing.
Devil’s Lake State Park, known to the Hoocąk (Ho-Chunk) Nation as Tee Wakącąk (Spirit Lake), hosted 2.8 million visitors in 2018 according to the Wisconsin Department of Natural Resources (WDNR). With that kind of draw, Althoff agreed it has quite an economic impact on the Baraboo area let alone Sauk county.
“Anytime there's been significant developments there, we've weighed in on social media, being supportive and helping to advance the messaging they're putting out on what great things are going on at the park. Anytime anything good happens with one of our members that enhances the tourism experience with that business, we're supportive of it,” Althoff said.
Currently, the WDNR, Friends of Devil’s Lake State Park, and the Devil’s Lake Concessions Corporation are in the early planning stages of a new Visitors Center that will include interpretative and educational areas, among other amenities, that will enhance a park visitor’s overall experience.
Althoff noted the determination and the machinations of where the center should be built, needs to be decided by the all of the stakeholders. On the planning, he feels it is important to be cognizant about the concerns of all the groups involved. “We trust that the people who are making that decision, will make a decision that's in the best interest of Devils Lake State Park. We will continue to showcase what is, the crown jewel of the area.”
Not to be overshadowed, and bringing in over a million visitors a year, is Circus World. “Baraboo is synonymous for over a century with the circus. This is where the Ringlings had their winter quarters. There are so many fabulous buildings that are left behind,” said Althoff. A newer center at Circus World showcases many of the artifacts, wagons, and history of the circuses. Althoff was quick to point out that Circus World influences variables and will continue to be a defining asset to Baraboo itself.
Signature to Baraboo, is the Big Top Parade & Circus Celebration that will be held June 25th this year, after a two-year hiatus due to the pandemic. Althoff said, “It's traditionally been held in July, but due to some other events that were scheduled this year, it's going to be held in June.” In the past this event has drawn 25 to 30,000 people in downtown Baraboo to experience the splendor of wagons that Circus World has obtained and restored. Showcased along with the wagons are traditional circus animals, clowns, and performers.
“Everything about the circus Baraboo embodies, it comes alive on that weekend. It's a weekend event with the parade on Saturday being the highlight. It's something that kids and adults of all ages thoroughly enjoy,” Althoff shared. “The economic impact on the variable community has been estimated at between $2.2 and $2.6 million. Hotels and motels are generally filled to capacity. People go out and eat and go to all the shops. So that's really a big deal for us,” Althoff added.
Another big draw to the area is Ho-Chunk Gaming Wisconsin Dells, adding to the entertainment and dining in the area.
“Hoocąk is a very strong supporter and partner of the Baraboo chamber. We traditionally have had a member of the Hoocąk Nation on our board as a tourism representative. Our friend Dave Abangan went off as of 2021, because his term limit had expired. But we were fortunate to land Jordan Dominguez as a marketing person from Hoocąk. She's a very engaged, very good supporter. She's a member of our ambassadors who are Chamber members who are very active with outreach to new members and prospective members. The Hoocąk support that we enjoy is very valued. They are a key partner, because you think about there's another very lucrative draw to the area with the Hotel and Casino that attracts people. They get to experience that, but then they also might want to go and do other things, and that's just a few miles up the road from Baraboo.”
The city also boasts an international draw in the International Crane Foundation. “The work that they're doing, and the pull that they have, it's an international group with international focus that brings people to Baraboo from other countries and from across this country. That too is a very strong asset for us.”
Althoff said he would be remiss if not to mention their pull to downtown Baraboo. “It’s very vibrant, it's Norman Rockwell-esque when we think about it with the square that we have downtown. All of the different shops that offer a host of amenities, from great eating establishments to bookstores, to antique stores. Downtown Baraboo has its own organization that promotes it called Downtown Baraboo Inc., and we work closely with them to promote things that are mutually beneficial to not only the downtown, but to the greater Baraboo area. Think about the different mix of things you've got. You've got big animals, you've got cranes, you've got shopping, you've got hiking, you got biking, you've got the river that has been rejuvenated. With all of the dams removed on the Baraboo River, that's a great asset that is really coming to life with people utilizing it to go kayaking or canoeing. It's adding a new element to what is a great destination area for tourists and people who want to not only enjoy the outdoors, but also have some amenities that they can enjoy. We're blessed to have such a good mix of different businesses.”
Althoff is committed to growing the Chamber membership and believes getting new and younger members active and involved is important. He feels groups such as the Chamber need to continue to reinvigorate themselves with people that have fresh ideas and different perspectives. “The Chamber is blessed to have a very good mix of people on our board- younger people, older people, people with different viewpoints. Everybody brings something to the table, that helps keep the chamber in step with the community that we're trying to serve.”
