Population: 951
Situation: Post-World War II, Elkhart Lake, Wisconsin, faced the threat of extinction with the closure of the largest local employer, a canning company, and the dwindling tourism industry
Task: The village needed to boost its economy, revive its image and draw visitors.
Action: Elkhart Lake capitalized on its scenic landscapes by hosting a street racing event, which eventually evolved into a closed-circuit racetrack, ‘Road America’. Concurrently, the community diversified its tourism appeal with water sports, hiking trails, and a successful effort to save the lake from algae blooms.
Result: Elkhart Lake transformed into a unique tourist destination with a thriving economy, a rich range of attractions, and an exceptional quality of life.
Situated in Sheboygan County and gracefully brushed by the eastern waters of Elkhart Lake lies the uniquely charming Village of Elkhart Lake. This isn’t an ordinary village, by any measure. It boasts a history filled with twists and turns, resourceful solutions to challenges, and a truly distinct appeal to tourists. A tale of survival, innovation, and success awaits, so let’s set off on this exciting journey.
In the 1950s, Elkhart Lake was precariously close to becoming a forgotten relic. The closure of the village’s largest employer, a canning company, post-World War II, plunged the local economy into a crisis. The once vibrant tourist scene began to lose steam as trains that used to be teeming with visitors started running near-empty. It appeared as though the village, named after the Potawatomi word for “Great Elk Heart Lake,” was destined for a heartbreaking fate.
Yet, the course of history was about to change, all thanks to some sports car enthusiasts.
The members of the Chicago Region of the Sports Car Club of America, while on a quest for potential street racing tracks, happened upon Elkhart Lake. Recognizing its potential, they initiated a racing event in the village, injecting a much-needed shot of adrenaline into the struggling local economy and reigniting the passion of the residents and visitors alike.
However, with increasing crowd sizes came escalating safety risks. Following a harrowing incident that saw a race car careen off the road towards spectators, street racing was red-flagged by the Wisconsin legislature. The people of Elkhart, still impassioned by their newfound love for speed, quickly arrived at a solution: a closed circuit racetrack.
Despite encountering initial hurdles in securing land, their perseverance led to the establishment of ‘Road America’ in Plymouth, a few miles south of Elkhart Lake, in 1955. Today, this track draws over 800,000 people annually and contributes an impressive $110 million to local revenues1.
Still, Elkhart Lake’s allure extends beyond the thrill of the race.
Elkhart Lake has transformed into a destination that offers a diverse range of attractions for tourists. The village’s commitment to cooperative development has resulted in a thriving watersports scene, and the local trails offer plenty of opportunities for exploration.
In an effort to avoid over-reliance on a single industry, the village has diversified. The once dormant canning company has been repurposed and is now home to the area’s largest employer, Sargento Foods2.
However, the village faced another significant challenge concerning its namesake waterbody.
In 2016, Elkhart Lake became threatened by an all too common enemy of rural lakes – the dreaded algae bloom. Unwilling to stand by while their cherished lake succumbed to this green menace, the community swung into action. ELIA, Sheboygan County PCD, and a selfless local farmer collaborated to stem the agricultural runoff that was contributing to the bloom, thereby safeguarding the lake and preserving it as a significant local attraction.
This, then, is the story of Elkhart Lake: a tale of resilience, ingenuity, and community spirit. This isn’t just another tourist town. Elkhart Lake has a high-octane history and a rich array of attractions that generated over $129.4 million in tax revenues in 20171. Whether visitors are food enthusiasts, shopping aficionados, or attractions lovers, Elkhart Lake has something to offer3. The village’s unique atmosphere and high quality of life have helped solidify its position as a major player in the tourism sector2.
For those wanting to learn more about Elkhart Lake’s exciting journey, consider signing up for the creative city developments newsletter and checking out the “Creative City Developments” book. Get ready to immerse yourself in the past, present, and future of this extraordinary village. It’s truly a ride worth embarking upon.
Sargento Foods: https://www.sargento.com
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