LAKE GENEVA, Wis. — Visitors from across the Midwest are already converging on Lake Geneva, the popular lakeside destination has become a go-to spot for Independence Day celebrations. This year is no different despite the ongoing heat wave.
What You Need To Know
Business owners are preparing for one of their busiest weekends of the summer as Independence Day looms
Not every business is thriving in the extreme conditions. Some restaurants have been forced to temporarily close due to broken air conditioners
Boat rental companies like Elmer’s Boat Rentals are selling out quickly as many hit the water to cool off
Tourism has become a billion-dollar industry in Walworth County
Visitors from across the Midwest are already converging on Lake Geneva, the popular lakeside destination has become a go-to spot for Independence Day celebrations. This year is no different despite the ongoing heat wave.
Business owners are expecting one of their busiest weekends of the summer. At Elmer’s Boat Rentals, activity is nearly as strong as the humidity.
“When the weather’s warm, everyone kind of looks to us to come out and rent a boat or a wave runner,” said Jade Schwichow of Elmer’s Boat Rentals.
Ice cream is also selling quickly as a popular way to beat the heat. However, not every business is thriving in the extreme conditions. Some restaurants have been forced to temporarily close due to broken air conditioners.
(Spectrum News 1/Blake Dietz)
At the local candy shop Something Sweet, Michael Hillstrand said profits have been lower than usual so far this holiday week.
“The last three days have been so thick with the humidity that it’s keeping a lot of people away it seems like,” Hillstrand said.
He expects that to change soon as more visitors arrive for the long weekend.
“We’re expecting them to start rolling in tonight for the long holiday weekend, and the town should be boom with people everywhere, no parking and crazy traffic,” Hillstrand added.
Elmer’s Boat Rentals is already nearly fully booked through the holiday weekend.
“We’re pretty much almost fully booked. We just have like our smaller speedboats left and just our wave runners left. So, it’s going to be an awesome Fourth of July,” Schwichow said.
Embracing the heat and summer recreation opportunities has helped make tourism a billion-dollar industry in Walworth County, according to Travel Wisconsin.