Downtown Baraboo

What Downtown Baraboo does

Downtown Baraboo is a downtown business improvement district (BID) and destination marketing organization (DMO) serving the historic downtown of Baraboo, Wisconsin, a town located 40 miles north of Madison and 7 miles south of Wisconsin Dells. It represents 40+ locally owned retail stores, restaurants, and service businesses, and markets the district as a day-trip and long-weekend destination for tourists from the Madison, Wisconsin Dells, and Chicago metropolitan markets. The organization has no proprietary technology product; its digital presence consists of a WordPress-based website (downtownbaraboo.com), Facebook and Instagram accounts, and an email newsletter used for event listings, trip planning, and visitor information.

The organization's core activity is curating and operating a recurring portfolio of signature events that drive foot traffic to member businesses, including Wine Walks ($40/ticket), Brew Ha Ha ($30), Mocktail Crawl ($30), Fair on the Square (Spring and Fall editions hosting 200+ artisans), the Very Merry Weekend (60+ artisans), Witches' Night Out, the Christmas Light Parade, Sidewalk Sales, and a Mystery Weekend. Event tickets are sold in-person at Bekah Kate's and online via Eventbrite, with cash/check as the primary payment method. The organization supplements ticket revenue with membership dues from member businesses and corporate sponsorships, notably Kalahari Resorts & Conventions as the presenting sponsor of the 2025 Christmas Light Parade, plus local sponsors (Baraboo Burger Company, 99.7 Max FM, Baraboo Children's Museum, Magnum Media).

Downtown Baraboo's go-to-market motion is event-driven destination marketing, amplified by earned media coverage from Chicago Magazine (Destination Wisconsin: The Long Weekends, 2026), MidwestLiving, and BRAVA Magazine (RAVES & FAVES WINNER 2026). It serves three primary segments — weekend tourists and day-trippers, local Baraboo/Sauk County residents, and downtown business owners — through a hybrid marketing approach combining content marketing, organic social, email newsletters, PR/earned media, and on-the-ground event execution. The operating entity is privately structured as a non-profit business association, with no disclosed parent company, funding rounds, or institutional investment.

Name

Downtown Baraboo

Legal name

Downtown Baraboo

Website

https://downtownbaraboo.com

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Downtown Baraboo is a downtown business improvement district and destination marketing organization in Baraboo, Wisconsin, representing 40+ locally owned stores through event-driven tourism marketing, signature events (Wine Walks, Fairs, Christmas Light Parade), and earned media outreach to Madison, Wisconsin Dells, and Chicago-area visitors.

Ownership category

akta.pro rank

Product category

Destination Marketing and Tourism Promotion

NAICS

Drinking Places (Alcoholic Beverages) (7224), Drinking Places (Alcoholic Beverages) (722410)

SIC

Services-Amusement & Recreation Services (7900), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Bar & Beverage Catering (Mobile Bar, Bartending) (HSACAGAF)

Keywords

• Destination marketing organization
• Business improvement district
• Downtown event management
• Local commerce promotion
• Tourism marketing services

Headquarters

HQ city

Baraboo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Event Revenue: Downtown Baraboo organizes and manages signature events including Wine Walks ($40/ticket), Brew Ha Ha ($30/ticket), Mocktail Crawl ($30/ticket), and seasonal fairs. These events generate ticket sales and drive foot traffic to member businesses.
2. Business Membership/Dues: The organization represents 40+ locally owned stores as a business improvement district. Member businesses likely pay dues or fees to participate in the downtown association and benefit from collective marketing.
3. Sponsorships: Corporate sponsors support events and initiatives. Kalahari Resorts & Conventions was the presenting sponsor of the 2025 Christmas Light Parade. Local sponsors (Baraboo Burger Company, 99.7 Max FM, Baraboo Children's Museum, Magnum Media) underwrite holiday activities like Santa visits and wagon rides.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Downtown Baraboo is a destination marketing organization and business improvement district that promotes local commerce in historic downtown Baraboo, Wisconsin. It organizes a portfolio of signature ticketed events (Wine Walks at $40, Brew Ha Ha at $30, Mocktail Crawl at $30, Fair on the Square, Christmas Light Parade, Mystery Weekend, Very Merry Weekend, Witches' Night Out, Community Christmas Market, Sidewalk Sales) and provides collective destination marketing, event-driven foot traffic, and a curated business directory for 40+ locally owned member stores, restaurants, and attractions.

Product overview

Downtown Baraboo is a downtown business association that promotes local commerce and tourism in Baraboo, Wisconsin. The organization does not offer a software product or technology platform. Its services consist of marketing and event coordination to support over 40 locally owned stores, restaurants, and attractions in the downtown area. The website serves as an informational portal listing events, shopping, dining, attractions, and community information for visitors and residents.

Differentiator

Problem solved

Functional benefit

Products and services

• Christmas Holiday Wine Walk & Shop Ticketed holiday wine tasting and shopping event held in November across 40+ locally owned downtown Baraboo stores. Tickets are $40 per person (cash or check only), with a limit of 4 tickets per person, sold in-person at Bekah Kate's and online via Eventbrite. Targeted at adult visitors, friend groups, and holiday shoppers.
• Spring Wine Walk Ticketed spring wine tasting event held in May in downtown Baraboo. Tickets are $40 per person; Designated Driver tickets are $15 per person, with a limit of 4 tickets per person. Cash or check only; all sales final. Targeted at adult visitors and wine enthusiasts.
• Brew Ha Ha Beer Tasting Tour Ticketed beer tasting tour through downtown Baraboo. Tickets are $30 per person, must be 21 or older to attend, sold online only through Eventbrite, with a limit of 4 tickets per person. All ticket sales are final with no refunds. Targeted at adult beer enthusiasts and group visitors.
• Mocktail Crawl Inaugural ticketed mocktail crawl event in downtown Baraboo. Tickets are $30 per person and include a complimentary glass and lanyard displaying stops and mocktail specials. Targeted at visitors seeking non-alcoholic beverage experiences.
• Spring Fair on the Square Seasonal Mother's Day weekend street fair in downtown Baraboo featuring 220+ artists and crafters, shopping, live music, farmers market, and kids activities. Includes ticketed bounce house experiences (wristband $18 for unlimited rides, or $20 for 24 tickets). Targeted at families, local residents, and weekend visitors.
• Fall Fair on the Square Seasonal fall street fair in downtown Baraboo featuring over 200 artists and crafters showcasing handcrafted goods, food trucks, kids activities, live music, and farmers market. Targeted at families, local residents, and regional visitors.
• Christmas Light Parade Annual holiday parade through downtown Baraboo featuring lighted floats, equestrian units, marching bands, and novelty units. Includes Santa lighting the official Downtown Baraboo holiday tree atop the Al. Ringling Theatre Marquee. The 2025 edition had Kalahari Resorts & Conventions as presenting sponsor. Targeted at families, local residents, and holiday visitors.
• Deadly Discovery Murder Mystery Weekend Recurring murder mystery weekend event held in downtown Baraboo, including detective gathering experiences hosted in connection with the Al. Ringling Theatre. Targeted at visitors seeking immersive cultural and entertainment experiences.
• Very Merry Weekend December weekend event featuring the Very Merry Holiday Fair inside the Baraboo Arts Building (323 Water Street) with 60+ artisans showcasing crafted, one-of-a-kind gifts, plus horse-drawn wagon rides co-sponsored by the Baraboo Children's Museum. Includes Sauk County Historical Society tours of the Van Orden Mansion decorated for the holidays. Targeted at holiday shoppers and families.
• Witches' Night Out Annual October evening shopping event in downtown Baraboo themed around witches, with streets coming alive for a bewitching shopping experience. Targeted at adults and groups seeking a themed seasonal retail event.
• Community Christmas Market Saturday holiday market held during the Christmas Light Parade weekend, transforming downtown Baraboo into a charming holiday village. Targeted at holiday shoppers, families, and local residents.
• Sidewalk Sales Event Annual August outdoor sales event where local Baraboo shops bring their best discounts to the streets, transforming downtown into a lively open-air marketplace. Targeted at deal-seeking shoppers, local residents, and summer visitors.
• Member Business Marketing and Promotion Services Ongoing collective destination marketing, event coordination, business directory listing on downtownbaraboo.com, and cross-promotional services provided to 40+ locally owned downtown Baraboo member stores through the business improvement district. Members include AmberLuxe Consignment Boutique, A Sense of Adventure, Angels & Arrows Boutique, Baraboo Music, Bekah Kate's, Cosmic Karma Crystals, Corner Drug Hometown Pharmacy, Johnny's Girl Boutique, Just Imagine Toys, Spirit Lake Trading Co., Village Booksmith, and others. Targeted at downtown small business owners seeking marketing reach beyond their individual capacity.

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Kalahari Resorts & ConventionsflagshipGTM or Marketing PartnerKalahari Resorts & Conventions served as the presenting sponsor of the 2025 Downtown Baraboo Christmas Light Parade. As a major Wisconsin Dells resort destination located 7 miles north of Baraboo, Kalahari provides significant sponsorship support and cross-promotional alignment between regional tourist destinations.
• Baraboo Burger CompanycoreGTM or Marketing PartnerBaraboo Burger Company sponsors the Saturdays with Santa visits at the historic Al. Ringling Theatre during the holiday season. As a downtown restaurant, they benefit from holiday foot traffic while supporting community traditions.
• 99.7 Max FM (WRPQ)coreGTM or Marketing PartnerLocal radio station 99.7 Max FM sponsors horse-drawn wagon rides during the holiday season. The partnership provides media exposure and community connection through on-air promotion.
• Baraboo Children's MuseumcoreGTM or Marketing PartnerBaraboo Children's Museum co-sponsors horse-drawn wagon rides during holiday events. The partnership supports family-friendly activities and cross-promotes both organizations to families visiting downtown.
• Magnum MediaminorGTM or Marketing PartnerMagnum Media (Holly advertising) provides advertising support for the holiday season events, contributing to the visibility of Downtown Baraboo's holiday marketing campaigns.
• Bekah Kate'scoreGTM or Marketing PartnerBekah Kate's is the primary in-person ticket sales location for Wine Walk, Brew Ha Ha, and other events. The downtown establishment serves as a central hub for event ticketing and participant check-in.
• Al. Ringling TheatreflagshipStrategic or Co-development PartnerThe historic Al. Ringling Theatre is a central anchor attraction and event venue for Downtown Baraboo. It hosts Mystery Weekend detective gatherings and Santa visits during the holidays. As a beautifully restored historic theater, it provides a unique cultural asset that differentiates Baraboo's tourism offering.
• Baraboo Chamber of CommercecoreStrategic or Co-development PartnerThe Baraboo Chamber of Commerce organizes the Big Top Parade, Baraboo's signature circus heritage celebration. The partnership coordinates major events that draw visitors to the downtown area and celebrate Baraboo's circus history.
• Sauk County Historical SocietycoreStrategic or Co-development PartnerThe Sauk County Historical Society partners with Downtown Baraboo during the Very Merry Weekend holiday fair, offering tours of the Van Orden Mansion decorated for the holidays. The partnership enriches holiday programming with historical experiences.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• EatWith (VizEat): Online marketplace for curated food and drink experiences hosted by local hosts. Comparable in monetizing local food/beverage experiences through ticketed events — analogous to Downtown Baraboo's Wine Walks and Brew Ha Ha.

Broad incumbents

• Main Street America: National accreditation and support organization for downtown commercial districts and BIDs. Shares Downtown Baraboo's mission of revitalizing historic downtowns through events, marketing, and member-business coordination.
• Travel Wisconsin: State-level DMO operated by the Wisconsin Department of Tourism. Comparable in destination-marketing mission and event-promotion approach, but operates at state-wide scale rather than a single downtown district.

Direct peers

• Visit Galena (Galena Country Tourism): Regional tourism organization promoting a historic small-town destination similar to Baraboo. Comparable event-driven, walkable-historic-district positioning and member-based marketing model.
• Destination Madison: Wisconsin-based destination marketing organization promoting Madison as a visitor destination. Operates a similar event-driven, member-supported DMO model and serves the same regional tourism corridor that Downtown Baraboo draws from.
• Destination Door County: Wisconsin regional DMO driving tourism through curated events, member businesses, and destination marketing. Closely mirrors Downtown Baraboo's combination of events, lodging, and retail promotion in a small-town setting.
• Baraboo Chamber of Commerce: Local business association that co-organizes signature Baraboo events like the Big Top Parade. Overlapping membership base and event IP with Downtown Baraboo, making it the closest local peer.

Regional players

• Wisconsin Dells Visitor & Convention Bureau: Tourism DMO for Wisconsin Dells, the larger regional destination 7 miles north of Baraboo. Comparable destination-marketing role and event IP, but operates at significantly larger scale and competes for the same visitor pool.

Market position

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/downtownbaraboo
• Instagraminstagram.com/downtownbaraboo
• Xx.com/DowntownBaraboo
• LinkedInlinkedin.com/company/downtown-baraboo-inc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Downtown Baraboo