Talk of the downtown: In the heart of Wisconsin Dells, business owners take steps to convince waterpark customers to slide on over
Wisconsin Dells — The downtown here is taking its turn at change.
The waterpark resorts in this city of 2,474 people and in the adjacent village of Lake Delton have spent hundreds of millions of dollars in recent years to add rooms, convention space, acres of indoor and outdoor waterparks and other amenities designed to keep guests at the resorts.
Now, downtown business owners are stepping up their efforts to attract tourism dollars.
New stores, restaurants and attractions have begun to emerge in the downtown, known historically for its fudge, moccasin and T-shirt shops. A riverwalk along the Wisconsin River has added character, and businesses owners are generating ideas that would make the downtown more of a destination and draw visitors out of the expansive and inclusive resorts.
“There’s a transition going on,” said former Wisconsin Dells mayor Ben Borcher, owner of the Winnebago Gift Shop that was started by his father in 1945. “There’s a lot of work to go yet, but I feel progress is being made. These kind of transitions don’t happen overnight.”
Tourism generates an estimated $1.07 billion in revenue to the Wisconsin Dells area. For years, downtown Wisconsin Dells was almost a required stop for most families. But as resorts in Lake Delton and in the Dells have grown, and more retail and dining options have expanded near the Interstate, the downtown has become less of a priority for some visitors.
“It’s not what it used to be,” said Romy Snyder, executive director of the Wisconsin Dells Visitor and Convention Bureau. “It’s an important component of the Dells.”
Many business owners would like to see more stores that still cater to tourists but offer more unique and upscale merchandise. Others are calling for more restaurants and festivals for the downtown and aesthetic guidelines for the exterior of buildings.
A committee formed by Snyder is discussing possible anchor tenants for the downtown. Ideas have included museums, an aquarium and a large retailer with national name recognition.
“We’re not looking for a quick fix,” said Craig Casey, another former mayor who for the past 35 years has owned Thompson’s Flowers, just east of the riverwalk. “Every community goes through different phases, and I think it’s time for us to slip into a different phase.”
