The Fox Cities’ many amenities are a major tourism draw.
Wisconsin has experienced record-breaking tourism in recent years, and the Fox Cities region is no exception. According to the Fox Cities Convention & Visitors Bureau (CVB), direct visitor spending hit $558 million in 2022, a 20% increase over the previous year.
And while the increase can be partly attributed to pent-up demand post-COVID shutdowns, Maddie Jack, director of marketing communications for the Fox Cities CVB, points to the area’s amenities as a major tourism draw.
“We have really high-quality tourism amenities and assets in our region,” Jack says. “We also have great partners that continue to grow and thrive as well. For example, the Fox Cities Performing Arts Center brings in world-class Broadway shows every year. Our baseball team, Wisconsin Timber Rattlers (the High A affiliate of the Milwaukee Brewers), just did $10 million of renovations for fan and player experience.”
The majority of the region’s tourism comes from three markets: sports events, business and leisure travel.
Sports Destination
“Sports tourism is absolutely crushing it,” Jack says. “They had a record-setting year in 2023 and hosted around 235 tourism-generating events. That’s everything from youth sports up to professional sports.”
The World Axe and Knife Throwing League USA hosted its Pro-Am Championships at the Fox Cities Exhibition Center in downtown Appleton in November 2023.
The Community First Champion Center in Grand Chute serves as the premier indoor ice and hard courts sports complex in the Midwest, hosting several events in the 164,000-square-foot facility.
“It really is quite a wide array of different sporting events that are going to be found in the Fox Cities,” Jack says.
Business Central
For business travel, Jack notes how easy it is both to get to the Fox Cities and to get around once you arrive. The region is located right off major highways and is also home to Appleton International Airport, which services four major commercial carriers.
“We’re really easy to get to, which is great,” Jack says. “But also, it’s really walkable once you arrive. If your conference is downtown, you’re going to have so many options of places you can walk to, without having to worry about getting transportation. That’s a big attractor for attendees and planners.”
Plus, visitors enjoy the area’s affordability when it comes to parking, hotels and entertainment.
Event accommodations include the Fox Cities Exhibition Center, with 38,000+ square feet of flexible space, hotel ballrooms and smaller waterfront venues. For attendees, the area boasts 3,600+ hotel rooms.
Weekend Getaway
The affordability of the Fox Cities region also lends itself well to people who want to get away for an extended weekend.
“We’re not necessarily that weeklong spring break type destination,” Jack says. “We know that, and we embrace it. For families that are looking for an extended weekend or just the ability to get away for a little bit on a quick, affordable vacation, we are certainly the place.”
The mix of urban amenities and outdoor recreation provides myriad opportunities for people to mix and match their interests. “A lot of our downtown spaces and streets are steps from the river,” Jack says. “You can do your dining and shopping, then go launch a kayak.”
The Fox Cities offer many amenities you don’t often find in similarly sized destinations.
“You can shop at the state’s second-largest mall complex,” Jack says. “You can hike a state park, try authentic global cuisine and see a Broadway show. All of that can happen within miles of each other and in a couple days.”
Fox Cities Tourism By the Numbers
$729M – Total economic impact
5K – Tourism industry jobs
$141M – Tourism employee total income
Economic Impact
The total economic impact of Fox Cities tourism in 2022, when those numbers were last calculated, was $729 million. This spending supported nearly 5,000 tourism industry jobs, with employee income of $141 million.
The Fox Cities CVB has a Tourism Development Grant program that allows them to reinvest a portion of its revenue back into tourism-generating projects each year.
“The nice part about the tourism-generating projects is that they usually benefit our residents, too,” Jack says. “For example, we’ve funded things like the Performing Arts Center, wayfinding signage and the Timber Rattlers stadium. Tourism allows us to create a better, stronger community. We can make it a place where people want to live, work and play.”
AriensCo Launches Hospitality Sector to Draw Visitors to Their Headquarters’ Home
As hospitality and tourism continue to rise in the Fox Cities, a major player in the area – manufacturer AriensCo – has expanded to create AriensCo Hospitality.
A family-owned business now in its fourth generation of leadership, AriensCo began in Brillion in 1933, when Henry Ariens and his three sons developed the first American-made rotary tiller.
Now, with over 1,500 employees spread across the U.S. and Europe, the company headquarters still remain in Brillion, showcasing its commitment to local roots.
AriensCo formed AriensCo Hospitality in 2020, with hopes of making Brillion a destination. Its current venues include:
Ariens Nordic Center
This four-seasons, outdoor recreation center provides event and programming opportunities for all ages and includes a robust snowmaking system, a 5K lighted trail network, and infrastructure for biathlon, cross-country skiing, snowshoeing, roller skiing, inline skating, running/walking and winter fat-tire biking. The Trailhead Building provides a great space for pre- and post-activity fun, with a retail shop and light food and beverage options on the large patio overlooking the trail network.
Round Lake Farms
Situated on the same 400 acres as Ariens Nordic Center, it is a premier venue overlooking the countryside, making it an ideal spot for events, special occasions, weddings and fun dining experiences.
Stone Prairie
The year-round outdoor event space covers 200+ acres of preserve, and has two heated open-air pavilions, three stone fireplaces, a bridal cabin and a greenhouse.
It’s a one-of-a-kind venue that is perfect for outdoor weddings and company picnics.
“This is a business venture, yes, but we’re growing it along with Brillion,” says Steve Servais, executive vice president of administration at AriensCo. “We talk about our facilities in the context of giving people reasons to visit Brillion, and hopefully they find reasons to stay. We want to create opportunities and build amenities for the Brillion community that wouldn’t be here otherwise. It is a win for both AriensCo and our town.”
By Stephanie Figy on August 20, 2024
Livability Magazine
