Case Study

Sparta, Wisconsin

Cities and Towns, Tourism Development

One of the nation's first rail-trails was the Elroy-Sparta State Trail in southwestern Wisconsin. Built in the 1960s, this multi-use trail has proven very popular due to three long tunnels that punctuate its 32 miles. Since this trail opened, several others have opened in the area, making the region a popular destination for bicyclists, cross-country skiers, snowmobilers, and hikers. The Elroy-Sparta Trail draws 100,000 to 120,000 users each year, many of whom travel from other states. The trail's northern anchor, Sparta, decided in 1991 to make its trails synonymous with its identity by declaring itself the "Bicycling Capital of America." This theme is evident from the 30-foot tall fiberglass statue of a bicycle rider that welcomes visitors to the town.

The crushed stone surface of the trail limits traffic on the trail, mainly from in-line skaters. The surface also allows the trail to accommodate studded-tread snowmobiles, thus enabling Sparta and its neighboring towns to enjoy the benefits of tourism year-round. Cross-country skiers in the area generally ski at local parks and golf courses to avoid competing with snowmobilers.

A view of the entrance to one of the Elroy-Sparta Trail's landmark train tunnels.

Sparta's commitment to its identity is also expressed by its businesses: hotels and campgrounds provide free trail passes; restaurants serve healthier food desired by bicyclists; arts and crafts and novelty shops serve visiting trail users; tour operators package bus tours that include lodging, bike rental, and shuttle service to different points along trails. By capitalizing on trail-related tourism, Sparta has not only established a new identity, but an economic future as well.