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Circus World Museum an economic engine, drawing power for Baraboo
By Ben Bromley / News Republic
Circus World Museum is more than Baraboo’s claim to fame: It’s an economic engine that keeps other local businesses chugging along like a circus train.
Last year, the Baraboo historic site drew about 53,000 visitors. Given that the state Department of Tourism estimates travelers spend $55 per person per day in rural Wisconsin, that adds up to nearly $3 million. Those who pay admission to Circus World also buy gas, eat lunch and book rooms at local hotels. Steve Freese, Circus World’s executive director, said he expects the museum to draw similar crowds this year: That means local merchants will continue to benefit.
"It’s a tremendous economic asset for Baraboo," said Gene Dalhoff, executive director of the Baraboo Area Chamber of Commerce. "Tourism eventually helps everyone in the community."
Historic sites, unlike all-inclusive resorts, spread money around the community, said Ralph Pierce, president of the Circus World Museum, Inc. booster group. Visitors come to the museum for part of the day, and then undertake other activities. "Once they’re here, if we can keep them for any period of time, it helps the economy," Pierce said. "Then we have a chance of moving them around to other things."
Dalhoff said Circus World has been a standout corporate neighbor, partnering with the Chamber on many causes. "They do a great job of promoting not only themselves, but Baraboo in general," he said.
Freese noted that the museum has drawn more than 7 million visitors since it opened 50 years ago. Total spending, if measured in today’s dollars, adds up to $385 million. "Of course, that number changes each year based on inflation, but if you use today’s numbers it is a significant impact in local spending," Freese said.
Dalhoff and Pierce agreed Circus World ranks behind Devil’s Lake State Park and Ho-Chunk Casino in its tourist-drawing power. The museum no longer has the impact it did during its heyday in the mid-1970s, when it drew 220,000 visitors a year. But attendance is on the upswing, and Pierce sees opportunities for growth at this unique site. "Sometimes people tell you, ‘You can’t sell history anymore.’ But I’m not a believer in that," Pierce said.
Its property is state-owned, so the museum doesn’t contribute to the local tax base. But it benefits the local economy as an employer. Circus World staff buy homes, goods and services in the community. Freese said Circus World has nine full-time, year-round staff; 35 summer workers; seven "project employees" who work on the circus parade; and two interns.
"It creates good, clean business in town," Pierce said.
The museum’s impact goes beyond dollars. For many visitors, Circus World defines the community.
"Circus World and Baraboo go hand-in-hand," Dalhoff said. "If someone is familiar with Baraboo, invariably it’s because of the association with Circus World."
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