River Towns Turn to Tourism for a Fresh Start

Old river jobs are giving way to fresh ways of inviting visitors.
In villages along Wisconsin’s stretch of the Mississippi—Stockholm, Trempealeau, Cassville, Fountain City, and an Indigenous community—the river remains central but now fuels restaurants, festivals, and rental homes that draw travelers from the Twin Cities and beyond.

Trempealeau: Music on the Lawn

• Historic hotel owned by a river‑loving couple since 2012
• Nightly music shows on the lawn
• Sunset skies, train whistles, and a daily river ritual

“The river is part of daily life for us,” they say, hoping visitors feel its pull too.

Stockholm: The Bakery That Brings in Crowds

• Tiny village of fewer than 100 residents
• Award‑winning bakery that starts early, producing dozens of pies daily
• Attracts steady stream from the Twin Cities
• Works with nearby Lake Pepin towns in a marketing group for weddings and vacations

Cassville: A Grant to Keep the Economy Flowing

• Just upriver from Illinois
• After a flood halted river traffic, a grant program was launched to attract new residents
• Goal: let people stay and build the community for future generations

Fountain City: Soda‑Fountain Revival

• Local owner returned from New York
• Blends old‑school décor with modern treats
• A gathering spot for young and old, emphasizing local shopping after many businesses closed

Indigenous Community: Honoring Dakota Culture

• Project includes murals, cultural festivals, and infrastructure upgrades
• Aims to protect residents from dangerous rail crossings

All these stories share one thread: the Mississippi River remains a powerful force that shapes life, history, and future plans for these towns. Whether it’s fishing families or pie lovers, the river continues to be the centerpiece of community identity.