Small Town Wisconsin Businesses Are Fighting Back Against Urban Competition with the Power of Wall Murals
Across rural Wisconsin, a quiet revolution is taking place on the sides of buildings, transforming weathered brick walls into vibrant canvases that tell stories of local pride and business resilience. Wall murals are quickly gaining popularity as a great way for small towns to boost their tourism, hold commercial districts together, lead to civic engagement and social cohesion, and become the fabric of a community. For small town businesses struggling to compete with urban markets and online retailers, these artistic installations are proving to be powerful tools for economic revitalization.
The Economic Challenge Facing Rural Wisconsin
As businesses fled downtowns in communities all over Wisconsin in favor of sprawling shopping districts in the 1990s and early 2000s, small groups of owners organized to hang onto and promote the culture that held commercial districts together for more than a century. This exodus left many rural Wisconsin downtowns struggling with vacant storefronts, declining foot traffic, and an inability to compete with the convenience and variety offered by urban shopping centers.
However, forward-thinking business owners and community leaders have discovered that among many initiatives undertaken, one beautification technique caught on across the region: Murals. While not a cure-all for all that ails traditional downtowns, officials in the region said the murals are a useful tool that both celebrates community history and makes buildings that can appear worn down more attractive.
Wall Murals as Economic Catalysts
The impact of wall murals on rural business revitalization extends far beyond simple beautification. A mural won’t single-handedly save a small town from industry loss and a shrinking population, but the payoff of public art shouldn’t be underestimated. Large-scale murals are repeatedly praised for their positive impact on individual and community well-being, even inspiring neighborhood activism and a sense of belonging and safety.
In communities like Wittenberg, Wisconsin, this Shawano County community of a little more than 1,000 people has been raising money and recruiting artists to create murals on its buildings. So far, 23 have been painted and more are planned, making it one of the most ambitious mural projects in the state. The hope is that while driving or walking the village to see the murals, visitors will stop at Nueske’s for applewood smoked meats, a tap of beer at Klinker’s Bar or a decadent maple fritter filled with chunks of bacon at Lisa’s Sweet Shoppe Bakery & Catering.
Proven Success Stories Across Wisconsin
The success of mural projects in Wisconsin small towns is well-documented. According to survey results at the time, murals were definitely bringing traffic to downtown Beaver Dam. “Building on the mural festival is the tremendous growth we’ve had downtown in the past 12 months,” said Wissell. “In a report to Connect Communities (an arm of the Wisconsin Economic Development Council) we determined that between June of 2018 and June of 2019 four businesses left, 12 businesses moved in and $3.4 million was invested in building improvements.”
The transformation extends beyond mere economics. Such murals offer a pleasant alternative to the giant malls outside the old town center. Morgan McArthur, a community development agent, has said: “I think it definitely sends a signal. It tells the community and visitors that the lights are on, that we’re not giving up.”
Professional Mural Services Supporting Rural Wisconsin
For businesses looking to harness the power of wall murals, professional services like Road Rage Designs are making it easier than ever to transform blank walls into business assets. Road Rage Designs offers storefront window graphics, floor graphics, wall murals, window lettering, and printed wallpaper. The company serves the Northern Illinois and Southern Wisconsin area with state-of-the-art printing capabilities that can create custom graphics to any shape and size, having worked with hundreds of companies in the region.
Whether you’re seeking Wall Murals Pikeville, WI or looking to enhance your business presence in other rural Wisconsin communities, professional mural services provide the expertise and quality that ensure lasting impact. Road Rage Designs customers consistently praise their exceptional customer service along with exceptional product and work, with business owners highly recommending them for future projects.
The Tourism and Cultural Impact
There’s the potential to leverage this network for tourism. A constellation of sister towns united by her murals could make for a fun road trip. She’s even entertained giveaways: “Hey, if you can go to five of these locations, and check in online and show that you were there, you’re entered to win something like a hotel stay or an all-expenses-paid trip to this other town that’s within the project.”
This tourism potential is already being realized across Wisconsin. Lake Placid, Florida was once a town on a downward economic spin in the 1990s with plenty of empty buildings. Now, the town of 2,000 draws 400,000 tourists a year, demonstrating the transformative power of strategic public art initiatives.
Building Community Pride and Engagement
Beyond economic benefits, wall murals serve as powerful tools for community engagement. A critical component for getting people to want to live in these places was to anchor arts, culture, and entertainment downtown—attracting young people in particular to move into new housing units. This included efforts such as supporting downtown artist spaces, theater renovations, mural projects, interactive art installations, and regular artists markets. Creative placemaking played a central role in making downtowns more attractive to younger residents and accomplished the dual function of putting newcomers in conversation with long-time residents.
The collaborative nature of mural projects also strengthens community bonds. There’s a lot of partnership between a lot of the community groups, the business owners and the artists, creating networks of support that extend far beyond the initial art installation.
Starting Your Mural Project
For rural Wisconsin businesses considering a mural project, the key is starting with achievable goals. Choose something that doesn’t require millions of dollars but can spark momentum: A mural project (like Truth or Consequences). Success stories attract funding, volunteers, and media attention—and prove that rural revitalization is possible.
The process typically involves finding locations and then working with the property owner and a citizens advisory group to find a subject all can support. Whether working with local artists or professional services, the investment in wall murals represents a strategic approach to competing with urban markets by creating unique, authentic experiences that can’t be replicated online or in suburban shopping centers.
As rural Wisconsin communities continue to face economic challenges, wall murals offer a proven pathway to revitalization that celebrates local identity while attracting visitors and supporting business growth. The transformation happening on building walls across the state demonstrates that sometimes the most powerful economic development tools are also the most beautiful.