New London, Wisconsin
Growth Along the Riverbanks
Casting a line directed towards a robust future
Every spring, anglers from across the region flock to New London, Wisconsin, drawn by the promise of the Walleye run on the Wolf River and the sight of ancient sturgeon spawning in its clear waters. This riverside city of 7,500 is more than a haven for outdoor enthusiasts—it’s a growing community where small-town charm meets modern opportunity. Located just 20-25 minutes from the thriving Fox Valley, New London enjoys the benefits of urban proximity while embracing its unique identity and close-knit spirit.
Chad Hoerth, City Administrator, describes the community where residents can thrive. “New London is larger than the average Wisconsin community and retains a personal, rural atmosphere,” he says. “It’s the kind of place where people know each other and often see familiar faces.” This friendly, connected spirit is central to the city’s appeal, drawing visitors and new residents.
Mayor Mark Herter emphasizes the city’s economic strength as a key driver of its vitality. “We have more people coming into the city to work than leaving it, which is a testament to our robust local businesses,” he says. The community is home to major employers like Tyson Foods, which operates a large facility outside city limits. Originally Hillshire Farms, the plant employs between 700 and 800 people and plays an important role in the local economy. Smaller businesses, schools, and ThedaCare Medical Center, a cornerstone of healthcare in the region, round out a diverse workforce, contributing to the city’s economic stability.
Nature’s playground
One of New London’s standout features is its wealth of natural resources. The Wolf River and the Embarrass River meet in the city’s downtown, creating a haven for outdoor enthusiasts. “The Wolf River is a major draw for fishing, kayaking, and canoeing,” Hoerth explains. “Our spring walleye run is especially popular, bringing in anglers from across the region and generating nearly half of our annual boat launch revenue in just a month and a half.”
Beyond fishing, the rivers support year-round activities. The sturgeon spawning season, for example, attracts visitors eager to witness the spectacle of these ancient fish. “It’s a unique event that draws people from all over the state,” says Hoerth. “It’s another example of how our natural resources contribute to tourism and the quality of life in New London.”
The city also boasts strong athletic and recreational programs. Youth baseball and softball tournaments are frequent, bringing families to the area and showcasing the city’s well-maintained facilities. “These events are good for the kids and local businesses,” Mayor Herter says. “They bring in families who support our restaurants, shops, and hotels.”
New London also caters to those who enjoy quiet, natural pursuits. Kayaking and canoeing on the Wolf River have grown in popularity, offering opportunities to explore the region’s serene beauty. Trails and parks throughout the area provide additional recreational outlets, further enhancing New London’s reputation as an outdoor lover’s paradise.
A surge in residential growth
Strategic planning and infrastructure improvements are driving a surge in residential development in the area. The recent expansion of Highway 15, a vital link to the Fox Valley, has significantly reduced commute times and heightened the city’s appeal to potential residents. “The new four-lane highway has drastically reduced travel times and put New London on the map,” Mayor Herter says. “We’re seeing more interest from developers and families looking to relocate here.”
Several housing projects illustrate this trend. A 25-lot single-family development near the high school is already halfway filled, demonstrating strong demand. Meanwhile, a newly completed 48-unit apartment complex leased out entirely before its doors opened. Hoerth highlights a particularly ambitious project under construction downtown: a 98-unit complex along the Wolf River. “This development will feature underground parking, a fitness center, and all-inclusive amenities like Wi-Fi and cable,” he says. “It’s designed to be a one-stop living solution for residents.”
The city is also working with developers to bring additional housing options to the east and north sides of town, including single-family homes, duplexes, and more apartments. “The momentum we’re seeing is just the beginning,” Hoerth says. “With the Highway 15 project completed, we’re positioned for continued growth.”
Housing developments address current demand while planning for the future. Hoerth emphasizes that with increased interest in New London’s lifestyle and accessibility, the city is committed to staying ahead of trends to ensure every resident finds their perfect home.
Downtown transformation
A two-year downtown revitalization project has further enhanced New London’s appeal. Supported by a $2.9 million STP Urban Grant, the project replaced aging infrastructure and reimagined the city’s core as a pedestrian-friendly destination. “We replaced water and sewer mains, upgraded sidewalks, and narrowed roadways to calm traffic and promote walkability,” Hoerth explains. “The result is a vibrant downtown district that encourages pedestrian traffic and creates a welcoming atmosphere.”
The city’s proactive approach to economic development extends to its business community. Wisconsin’s Bounce Back Grant program provided $10,000 to entrepreneurs opening or expanding businesses in vacant properties, leading to the launch or growth of 19 businesses in New London. “This program gave our downtown a major boost,” Hoerth says. “One of the standout success stories is Events Everlasting, which started as a small floral and event planning business and has since expanded into a larger storefront.”
With most of the downtown storefronts now occupied, the revitalization project has positioned New London as a hub for residents and visitors. “We’ve created a space where people want to spend time, whether it’s shopping, dining, or enjoying community events,” Mayor Herter says.
Driving growth for economic expansion
New London’s leaders are committed to fostering economic growth across sectors. The city has established four Tax Increment Districts (TIDs) to incentivize development, including residential and commercial projects. “TIDs are one of the most effective tools we have for attracting growth,” Mayor Herter says. “We’ve seen great success leveraging them to support new developments.”
The city’s industrial park is another focal point for growth. With utilities and roadways already in place, the park is ready to accommodate new businesses. “We’re open to opportunities across industries,” Hoerth says. “Whether it’s manufacturing, logistics, or something entirely new, we’re prepared to support businesses that want to invest in New London.”
A recent success story is the arrival of an ALDI grocery store, which fills a longstanding community need. “The store’s grand opening is a milestone for New London,” Mayor Herter says. “It’s a reflection of the progress we’ve made in attracting businesses that enhance the quality of life for our residents.”
Community celebrations
With deep roots in Irish heritage, New London proudly celebrates its culture through vibrant community traditions. The city’s annual Irish Fest, organized by the Shamrock Club of New Dublin, is a cornerstone event that spans an entire week. Culminating in Wisconsin’s largest Irish parade and festival, it draws thousands of visitors each year. “It’s a family-friendly event that brings people together,” Mayor Herter says. “From music and dancing to cultural exhibitions, it showcases our Irish heritage.”
Other events include Fall Fest, a classic car show followed by a vendor market with nearly 300 participants, and a variety of youth sports tournaments. The city also collaborates with organizations like the Salvation Army to strengthen its social support systems and create opportunities for community involvement. “Our community knows how to come together,” Hoerth says. “These events bring people to New London and create lasting memories for participants and visitors.”
The school district also contributes to the city’s vibrant culture, hosting events that draw regional participation. “One of their biggest events is a high school performance competition that combines singing and dancing,” Mayor Herter says. “It’s incredibly popular and brings in teams from across the area.”
Building on momentum
As New London looks ahead, its leaders are focused on sustaining the city’s momentum while preserving its unique character. Priorities include expanding housing options, attracting diverse industries, and enhancing recreational amenities. “We’re building on a strong foundation,” Hoerth says. “Our investments in infrastructure, housing, and economic development are setting the stage for long-term success.”
Mayor Herter is equally optimistic about the city’s future. “Our goal is to maintain the momentum we’ve built and continue making New London a great place to live, work, and visit,” he says. “Whether through new projects, community events, or partnerships with local businesses, we’re committed to ensuring our city thrives.”
With its natural beauty, welcoming atmosphere, and forward-thinking leadership, New London is a community on the rise. Hoerth concludes, “New London has it all—great amenities, a strong sense of community, and a vision for growth. We’re excited about what’s next for our city.”
AT A GLANCE
New London, Wisconsin
What: A thriving riverside town that blends natural beauty, a strong sense of community, and dynamic economic growth.
Where: Situated in the central part of the state, approximately 40 miles northwest of Appleton and about 120 miles north of Milwaukee, nestled along the scenic Wolf River and the Embarrass River.
Website: www.newlondontourism.com
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