SW Wisconsin News

An estimated 25,000 spectators attended the Big Top Parade in Baraboo last month, contributing $2.25 million to the local economy. The event, held on June 14, filled downtown streets and local hotels throughout the weekend. The Baraboo Area Chamber of Commerce used visitor spending formulas from Sauk County and the Wisconsin Department of Tourism to estimate the economic impact. Approximately $141,500 in sales tax and hotel room tax was generated over the parade weekend.

"Our job is to motivate visitors to come to the Baraboo Area, ideally for overnight stays," said George Althoff, Executive Director of the Chamber of Commerce. "A crowd like the one we attracted June 14 generates revenue for hotels, restaurants, convenience stores and shops."

The Chamber collaborates with Circus World and the volunteer Big Top Parade Committee to host this annual event as a tribute to Baraboo's circus heritage. This year's festivities included a concert by Professor Stich’s Original Circus Band at Concerts on the Square and screenings of Charlie Chaplin’s “The Circus” and “Big Fish” at Al. Ringling Theatre. The latter film featured a circus once run by parade Grand Marshal Scott O’Donnell.

"The Ringling Brothers Bell Wagon was a major draw for this year’s parade," said Nanci Jenks, Co-Chair of the Big Top Parade Committee. Built in Baraboo in 1892, it hadn't appeared in the parade for more than a decade and was named best entry by celebrity judges. "We’re honored to showcase Circus World’s unparalleled collection of wagons," Jenks added.

Tourism events are crucial to Wisconsin's economy, which reached $25.8 billion in 2024 according to the Department of Tourism. Last year, Sauk County saw nearly $2 billion in visitor spending, supporting 11,900 jobs and generating $150 million in state and local tax revenue.