Florence County

What Florence County does

Florence County, Wisconsin, is a county government entity in northeastern Wisconsin whose tourism and economic development functions are the subject of this profile. The organization operates the Explore Florence County ("Up North Escape") brand, delivering tourism promotion and economic development services through its website, the Wild Rivers Interpretive Center visitor facility at 5628 Forestry Drive, Florence, and the county's parks and recreation portfolio including Keyes Peak Ski Hill. It serves three principal customer segments: outdoor recreation enthusiasts (the primary segment, drawn by ATV/UTV riding, snowmobiling, fishing, hunting, hiking, kayaking, tubing, and camping), business owners and entrepreneurs seeking site selection and economic development support, and family vacationers seeking four-season getaways.

The organization's product surface is composed of visitor information services (lodging, dining, and recreation directories; downloadable trail, waterfall, and Wild Rivers maps and brochures), physical facilities (the Wild Rivers Interpretive Center, the Keyes Peak Recreation Area with ski hill and rentals, and ~18 camping areas including Lake Emily, West Bass Lake, Lost Lake, and Morgan Lake campgrounds), and event programming including outdoor education presentations, ADRC senior hiking groups, fishing derbies, and seasonal community events. The underlying platform is a content-driven website (ExploreFlorenceCounty.com) backed by a network of maintained trails (160+ miles ATV/UTV, ~200 miles snowmobile, 25+ miles equestrian) and supporting infrastructure across 265 lakes, 165 miles of rivers, and 8 waterfalls.

Florence County generates revenue through a unit-pricing model applied to recreational amenities rather than a tax- or subscription-driven commercial business model. Pricing is anchored on Keyes Peak daily lift rates (Adult $15, Student $12, Child $10), seasonal passes (Family $175, Single $125), per-night camping fees of $15-$35, equipment and hill rentals ($5-$10 per day; hill party rental $100/hour), and snowshoe rentals ($10/day, $20 multi-day) launched at the Visitor Center in January 2026. Distribution is predominantly direct via ExploreFlorenceCounty.com and the visitor center, supplemented by earned media (Discover Wisconsin TV), social channels (Facebook, Twitter), and mailed visitor guides. Operational capacity is delivered through formal partnerships with the U.S. Forest Service (Nicolet National Forest), Wisconsin DNR, Blue Ox Trail Riders, Northern Saddle Club, We Energies, and ADRC of Florence County.

Name

Florence County

Legal name

Florence County

Website

https://exploreflorencecounty.com

Company type

Public

Operating status

Operating

Headcount range

101–250 employees

Short description

Florence County, Wisconsin, is a county government that promotes tourism and economic development in northeastern Wisconsin through its Explore Florence County website, the Wild Rivers Interpretive Center, parks, trails, and the Keyes Peak Ski Hill, serving outdoor recreation visitors, business owners, and family vacationers.

Ownership category

akta.pro rank

Product category

Tourism and Outdoor Recreation Services

NAICS

Nature Parks and Other Similar Institutions (71219), Nature Parks and Other Similar Institutions (712190), RV (Recreational Vehicle) Parks and Recreational Camps (72121), RV (Recreational Vehicle) Parks and Recreational Camps (7212)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)

akta.pro secondary industries

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD), Campgrounds & RV Parks (Developed Sites) (THAGAOAA), Campground & Overnight Facilities Operations (Campsites, Cabins, Backcountry Huts) (THAAAGAE), National/State Park Campgrounds & Public Campgrounds (THAMAJAI)

Keywords

• County tourism promotion
• Outdoor recreation services
• Economic development
• Visitor information services
• Destination marketing

Headquarters

HQ city

Florence

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Pricing tiers

Distribution channels5 records

Marketing channels8 records

Core offering

Florence County, through its Tourism and Economic Development organization, promotes northeastern Wisconsin as a four-season outdoor recreation destination and supports business growth in the region. Core deliverables include destination marketing (ExploreFlorenceCounty.com), visitor information and interpretive services via the Wild Rivers Interpretive Center, and direct operation of recreational facilities such as Keyes Peak Ski Hill and county campgrounds.

Product overview

Florence County operates a tourism and economic development website that serves as a comprehensive resource for visitors and businesses. The platform provides directories of lodging accommodations (including bed & breakfasts, cabins, cottages, campgrounds, motels, and resorts), dining establishments (restaurants, bars, grills, and supper clubs), and recreational activities (ATV/UTV trails, snowmobiling, fishing, kayaking, hiking, camping, and skiing). The site also features event calendars, news updates, photo and video galleries, maps and brochures, and information about local businesses and community programs. The Florence County Economic Development division supports business growth through resources for starting, expanding, or finding new business opportunities in Northern Wisconsin.

Differentiator

Problem solved

Functional benefit

Products and services

• Keyes Peak Ski Hill County-owned ski, snowboard, and tubing hill offering daily lift tickets, equipment rentals (boots, skis, poles, tubes), nite skiing, and seasonal family and single passes. Also available for private hill party rentals up to 50 people. Targets tourists and local visitors seeking affordable winter recreation in northern Wisconsin.
• County Campgrounds Public campgrounds operated by Florence County Forestry and Parks Department, including Lake Emily Park, West Bass Lake Park, Lost Lake Campground, and Morgan Lake Campground. Offer per-night site fees for tents and groups across multiple lakes and riverside locations.
• Wild Rivers Interpretive Center Free staffed physical visitor center offering maps, brochures, interpretive exhibits, and trip-planning assistance for Florence County recreation. Located at 5628 Forestry Drive, Florence, WI. Provides mailed visitor materials, snowshoe rentals, and information about local events, attractions, and lodging.
• Snowshoe Rentals at Visitor Center Snowshoe rental service operated out of the Wild Rivers Interpretive Center, available for adults and children, with single-day and multi-day options. Targets tourists and visitors seeking winter trail exploration equipment.
• Outdoor Education Programs Community-based outdoor education programming, including monthly presentations on local ecology, history, and recreation topics, plus organized senior hiking groups through ADRC of Florence County for active seniors over age 60.

Segments3 records

Ideal customer profiles2 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 core and minor.

• Blue Ox Trail RiderscoreStrategic or Co-development PartnerLocal snowmobile and ATV/UTV trail maintenance organization. Maintains nearly 200 miles of snowmobile trails and 160+ miles of ATV trails within Florence County. Coordinates with Florence County Forestry and Parks Department for trail grooming and maintenance.
• Wisconsin Department of Natural Resources (WDNR)coreStrategic or Co-development PartnerManages state lands including Spread Eagle Barrens State Natural Area and coordinates trout stocking programs. Provides fisheries management, wildlife habitat programs, and outdoor education support.
• U.S. Forest Service (Nicolet National Forest)coreStrategic or Co-development PartnerManages 83,000 acres of Chequamegon-Nicolet National Forest in Florence County. Provides recreational facilities including campgrounds, trails, and wilderness areas like Whisker Lake Wilderness.
• Northern Saddle Club Inc.minorStrategic or Co-development PartnerMaintains over 25 miles of signed equestrian trails with two equestrian-friendly camping trailheads (Bush Lake Flats and Halls Creek). Works with Florence County Parks and Recreation on trail development and maintenance.
• We EnergiesminorStrategic or Co-development PartnerMaintains two campgrounds on the Pine River Flowage (north and south). Provides boat launches, water, pit toilets, and first-come-first-serve campsites.
• Florence County Forestry and Parks DepartmentcoreStrategic or Co-development PartnerCounty government department managing county parks, forest lands, ski trails, and coordinating with trail organizations. Operates Keyes Peak Recreation Area and maintains cross-country ski trails.
• Nature's Water ParkminorChannel Partner/ Reseller/ DistributorLocal business offering tube, kayak, and paddleboard rentals on the Pine River. Provides shuttle service for tubing trips and guided waterfall hikes and paddle trips.
• Badwater Ski-TersminorStrategic or Co-development PartnerAward-winning waterski performance team that performs twice weekly at Vagabond Park on Twin Falls Flowage during summer months.
• ADRC of Florence CountyminorStrategic or Co-development PartnerAging and Disability Resource Center organizes free senior hiking groups exploring Florence County trails and waterfalls. Program open to active seniors over age 60.

Scale indicators12 records

Recent moves5 records

Expansion highlights4 records

Others

• Wisconsin Department of Natural Resources (DNR): State agency managing state natural areas in Florence County (Spread Eagle Barrens) and coordinating fisheries, wildlife, and outdoor education programs. Functions as an enabling partner rather than direct competitor.
• U.S. Forest Service - Chequamegon-Nicolet National Forest: Federal land manager of 83,000 acres within Florence County. An enabling partner that provides much of the recreational infrastructure (campgrounds, trails, wilderness) that the county markets, rather than a direct competitor.

Direct peers

• Marinette County Tourism: Northeastern Wisconsin county DMO on the Michigan border, promoting outdoor recreation, water resources, and trail networks. Comparable in geographic position, Michigan UP adjacency, and four-season recreation mix.
• Oneida County Tourism: Wisconsin county DMO promoting Northwoods recreation including lakes, ATV/snowmobile trails, and lodging. Comparable to Florence County in being a small rural Wisconsin county with significant public-land recreation and a similar tourism-driven economic base.
• Vilas County Tourism & Publicity: Northern Wisconsin county DMO promoting lakes, trails, fishing, and four-season outdoor recreation. Comparable to Florence County in geography (adjacent northwoods WI), target visitor profile, and product mix focused on lakes, trails, and small-town hospitality.
• Bayfield County Tourism: Northern Wisconsin county DMO promoting Apostle Islands-area outdoor recreation including paddling, hiking, and winter activities. Comparable in role, regional setting, and emphasis on uncrowded natural experiences with federal/state land partnerships.
• Door County Visitor Bureau: Wisconsin county-level destination marketing organization promoting Door County's outdoor recreation, lodging, dining, and seasonal events. Closely comparable to Florence County in role (county DMO), target markets (drive-to Midwest visitors), and breadth of facilities promoted.

Broad incumbents

• Pure Michigan: Michigan's statewide tourism marketing brand, including the Upper Peninsula that borders Florence County and connects to its trail networks. Relevant broader incumbent because U.P. tourism directly competes for and complements Florence County's visitor base.
• Travel Wisconsin: State-level destination marketing organization for Wisconsin. A broader incumbent that markets the full state including Florence County, providing overarching brand, media buys, and seasonal campaigns that smaller county DMOs leverage.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/facebook
• LinkedInlinkedin.com/company/florence-county

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 Florence County