Big Top Parade generates estimated $2.28M economic impact

The parade and related circus-themed events packed downtown Baraboo streets with spectators and filled local hotels throughout the weekend. Using visitor spending formulas employed 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 $2.28 million. An estimated $144,000 in sales tax and hotel room tax was generated in the Baraboo Area over parade weekend.

“We strive to motivate visitors to come to the Baraboo Area, ideally for overnight stays,” said George Althoff, executive director of the Chamber of Commerce. “The parade and related events create 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 a singalong version of “The Greatest Showman” at the Al. Ringling Theatre.

This year’s parade celebrated America’s 250th anniversary, with local veterans serving as Grand Marshals and Circus World’s patriotic wagons rolling down the streets.

Sauk County brought in more than $2 billion in visitor spending last year, creating 12,000 jobs and generating $156 million in state and local tax revenue. Sauk ranked third among Wisconsin counties, trailing only Milwaukee and Dane.