Gov. Evers, WisDOT Celebrate 50th Anniversary of Wisconsins First Rustic Road

OGEMA — Gov. Tony Evers, together with the Wisconsin Department of Transportation (WisDOT) and the Wisconsin Department of Tourism, today celebrated the 50-year anniversary of the state’s first Rustic Road at Timm’s Hill County Park in Ogema, just miles from Rustic Road 1 in Taylor County, which runs between WIS 102 and County D, near the village of Rib Lake. Designated in 1975, the rural, five-mile unpaved stretch of road embodies much of what the Rustic Roads Program is about—preserving the state’s scenic, lightly traveled back roads for the enjoyment of travelers, bikers, hikers, and motorists across the state.

“From major highways to local roads, we’re investing in ensuring Wisconsinites and visitors to our state have the infrastructure they need to get from point A to point B safely and efficiently. The Rustic Roads Program is an extension of that commitment, ensuring people can use and enjoy quality, reliable infrastructure no matter where they are,” said Gov. Evers. “We also know this program wouldn’t be what it is today without the counties, towns, and local governments that support and help maintain our Rustic Roads year-round. I’m grateful for their hard work and dedication throughout the years that have made this day possible. So, in celebration of 50 years, I invite everyone to get out and explore these scenic roads, and I look forward to seeing this program’s continued growth in the decades to come.”

Created by the Wisconsin State Legislature in 1973, Rustic Roads is one of WisDOT’s oldest programs and has contributed to the growth of Wisconsin’s travel and tourism economy by encouraging Wisconsinites and out-of-state tourists alike to visit a variety of communities across the state. Half a century later, there are now 126 Rustic Roads, spanning more than 760 miles of scenic, country roads across 61 counties. Unique brown and yellow signs mark the routes of all 126 officially designated Rustic Roads, which range from two miles to 37 miles in length and have a maximum speed limit of 45 miles per hour. New routes are still being proposed and added to the statewide system thanks to the program’s popularity and the participation of local municipalities and governments. A commemorative video celebrating the history of the Rustic Roads Program was unveiled at the event to mark the occasion and is available here.

“Rustic Roads are special to so many because they give us the time and space to enjoy a more leisurely way to travel,” said WisDOT Secretary Kristina Boardman. “The success of this program is the result of local collaboration and ongoing efforts of communities across Wisconsin. We are thankful to all those involved who have worked to keep this great program growing. WisDOT is excited to continue working with community leaders anywhere in the state to propose new Rustic Roads and showcase more great destinations across Wisconsin.”

Since Day One, Gov. Evers and his administration have made it a priority to invest in improvements to local roads, bridges, and infrastructure and bolster the travel and tourism industry, which are both major economic drivers for the state. Since 2019, under his administration, the state has improved more than 8,600 miles of roads and 2,000 bridges statewide.

Rustic Roads also help contribute to Wisconsin’s thriving travel and tourism industry, particularly in the state’s rural communities. Earlier this summer, Gov. Evers and the Department of Tourism announced Wisconsin’s tourism industry saw its third consecutive record-breaking year of economic impact under the Evers Administration. According to 2024 economic impact data, the tourism industry generated a record-high $25.8 billion in total economic impact, or about $70 million per day, surpassing the previous record of $25 billion set in 2023, which itself was a record year.

Additionally, Wisconsin also welcomed a record-breaking 114.4 million visitors in 2024—a 1.4 million increase from the previous year and eclipsing the former record of 113.2 million visitors in 2019, and the state’s tourism industry generated a record amount of state and local revenue, generating a record $1.7 billion that goes back to local communities and essential state services.

To become a Rustic Road, a roadway must have outstanding natural features such as rugged terrain, native vegetation or wildlife, or cultural or historic qualities that uniquely set it apart from other roads. It should be a lightly traveled, local access road at least two miles in length, connect with major highways at both ends or form a loop, and should not be scheduled for major improvements, which would change its rustic characteristics. WisDOT oversees the Rustic Roads program; however, these roads remain under local government authority. More information on the Rustic Roads Program is available on WisDOT’s website here.

NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.