Welcome to Baraboo

A Wellspring of Possibility

Sauk County’s largest city, Baraboo offers a mix of small-town charm, picture-perfect scenery and modern innovation. Fondly nicknamed Gem City, Baraboo has vibrant tourism, agriculture and health care sectors, and its well-connected community offers an ideal support network for budding entrepreneurs.

Baraboo at a Glance

Population: >12K

The population of Baraboo has been growing steadily since 1990, and is now at its highest point.

+37% Housing Increase

The past five years have been a housing development boom, with expansive projects such as the Greenfield Reserve and Riverfront Development adding thousands of units.

$73,515 Median Household Income

As of July 2024, the U.S. Census Bureau reports the median household income of Baraboo is well over $70,000.

Baraboo

Development Areas of Opportunity

Baraboo’s leaders are committed to fostering a vibrant business environment where a variety of companies can thrive. The community welcomes businesses of all kinds, including the sectors below:

  • Professional & Technical Services
  • Health Care & Wellness Services
  • Finance & Insurance
  • Corporate or Regional Offices
  • Tourism & Outdoor Recreation

Developer Resources

Primary Banks
  • Baraboo State Bank: Located at 101 3rd Ave.
  • Prevail Bank: Located at 110 Linn St.
  • BMO Bank N.A. Baraboo Branch: Located at 1159 8th St.
  • Community First Bank: Located at 129 8th Ave.
Baraboo Department of Planning & Zoning

Have questions about development? Reach out to the Baraboo planning and zoning staff here.

Business Resources

Incentives

The government of Baraboo may offer incentives to those looking to develop or relocate a business here; any potential incentives are negotiated on a case-by-case basis.

Baraboo

Living in Baraboo

The town is a tight-knit community that’s friendly and welcoming, and just brimming with ways to get involved. Here are a just a few things to love about Baraboo:

  • Outdoor Recreation: Devil’s Lake State Park offers hiking, swimming and scenic adventures, while Baraboo River, Baraboo Riverwalk and Ochsner Park provide their own outdoor allure.
  • Arts & Culture: Dotted with specialty shops, the town’s historic town square is a hub of community fairs and festivals. The Al. Ringling Theatre — an example of Baraboo’s unique circus culture — frequently hosts concerts, movie showings and more. 
  • Affordability: With a median home value of about $223,700, Baraboo is a relatively affordable option compared to larger cities.
  • Proximity to Madison: At about 48 miles, Baraboo is near enough to the state’s capital to allow for big-city wants and needs.
  • Real Estate Appreciation: Baraboo’s real estate market has shown strong appreciation rates, making it an attractive place for property investment.

Baraboo

Let’s Connect

Invest Sauk County is your partner in growing from the ground up. Feel free to reach out to us with any questions.

Discover More of Sauk County

Sauk County can be separated into six municipalities, each a cornerstone contributing to the region’s enduring economic climate — explore them below.