Study sees $1 billion-plus future for new in-county retail centered at I-43, State 42

Due to Sheboygan County’s job growth - adding more jobs than any other community along the lakeshore - the Sheboygan County Economic Development Corporation (SCEDC) and the town of Sheboygan have partnered to increase community retail options.

The first phase of a study compiled by The Retail Coach shows that one-third of all goods being bought by area residents are not being purchased within the market.

This leakage is due to lack of available retail in Sheboygan’s growing metropolitan community. The study predicts a $1.05 billion opportunity for retailers seeking an underserved market. Most notable opportunities include: $123 million in sales for clothing and clothing accessories stores, $93 million for department stores and $11 million for shoe stores.

With 1,000 new jobs created every year in the county, another $40 million in retail sales compounds on top of the existing opportunity, the study suggests.

The customer base covered in the study was an area with a population is 115,105, roughly the boundaries of Sheboygan County. The average customer age is 40.7 with a median household income of $53,260, greater than both Wisconsin and National median household income.

“The study identified who our consumers are and the potential draw of the retail market for the town of Sheboygan’s retail corridor. We feel there is potential at the prominent intersection of the fourlane Highway 42 and Interstate 43.” said Director-Retail Strategy Scott Emison of The Retail Coach.

“The area is already experiencing new development in 2016 with Sam’s Club entering the market. This corridor is already anchored with large centers such as Walmart and Menard’s.

“In addition, the town’s housing market is also very active with five subdivisions and two multifamily projects underway. Roof tops continue to increase providing the density desired to support large retail.

“Our efforts are focused on finding the right regional and national brands that fit the needs and sales leakage opportunities of the town, we are proactively recruiting them to be part of a destination type retail market.”

Town Chairman Dan Hein added, “The town of Sheboygan is one of the few townships that can offer an existing water and sewer network, lower property tax rates than surrounding municipalities, several 10-plus-acre sites with retail potential and in a position to offer development incentives.”

This new retail attraction effort follows a successful multi-family study that has been used to motivate several developers to add additional high end rental housing to the market.

Sheboygan County is adding over 500 apartments in 2016-17. The number of people relocating to the county will continue with the construction of housing in the Sheboygan market

“Now that we have a good handle on housing, we are turning our attention to retail. Our goal is to make the community a place where world-class talent will spend a lifetime,” expressed Dane Checolinski, director of the SCEDC.

Sheboygan County is a top tourist destination in Wisconsin with over $207.8 million in visitor spending. The town of Sheboygan is located directly between Green Bay and Milwaukee along I-43. I-43 sees more than $3.5 billion in visitor spending each year from travelers along this corridor, which is about 31 percent of total annual spending across the state.

Sheboygan County is home to Whistling Straights Golf Course (2010, 2015 PGA Championship, 2020 Ryder Cup), Road America (NASCAR), The American Club (5 Diamond Resort), Spaceport Sheboygan, National Marine Sanctuary (NOAA) and Blue Harbor Resort.

These attractions among many more make Sheboygan County a destination for people to live, work and play and we are ready to want to make it a premier destination for retail Checolinski said.


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