Big Top Parade generates $2.25M
An estimated 25,000 Big Top Parade spectators poured $2.25 million into the Baraboo Area’s economy last month.
The parade packed downtown Baraboo streets with spectators June 14, and filled local hotels through that weekend. Using visitor spending formulas used by Sauk County and the Wisconsin Department of Tourism, the Baraboo Area Chamber of Commerce estimates the parade and related events had an economic impact of $2.25 million. An estimated $141,500 in sales tax and hotel room tax was generated in the Baraboo Area over 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 works with Circus World and the volunteer Big Top Parade Committee to present the annual parade as a tribute to the community’s circus heritage. This year’s parade weekend included a concert by Professor Stich’s Original Circus Band at Concerts on the Square, as well as screenings of Charlie Chaplin’s “The Circus” and “Big Fish” at the Al. Ringling Theatre. The latter film featured a circus formerly 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. The Bell Wagon was built in Baraboo in 1892 but hadn’t appeared in the parade for more than a decade. A panel of celebrity judges named the Bell Wagon the parade’s best entry. “We’re honored to showcase Circus World’s unparalleled collection of wagons,” Jenks said, “not to mention the stupendous cast of its big top show!”
Events are vital to Wisconsin’s tourism economy, which generated a record $25.8 billion in 2024, according to the Department of Tourism. Sauk County brought in nearly $2 billion in visitor spending last year, creating 11,900 jobs and generating $150 million in state and local tax revenue. Sauk ranked third among Wisconsin counties, trailing only Milwaukee and Dane.
