The Economic Impact of Rock Climbing at Devil’s Lake State Park

The Wisconsin Climbers Association conducted an economic impact study that examined rock climbing use, spending patterns, and visitor characteristics at Devil’s Lake State Park during the 2025 climbing season and estimated the associated economic impacts to Sauk County and the State of Wisconsin. 

Long regarded as one of the Midwest’s most important climbing
destinations, Devil’s Lake is known for its quartzite cliffs, concentration of traditional routes, growing bouldering opportunities, and strong climbing community. Data were collected through an online survey of climbers conducted between March and October 2025, resulting in 609 usable responses, which were combined with visitation estimates from the Wisconsin Climbers Association. The research was funded by a grant from the Access Fund.

Results showed that climbing at Devil’s Lake represented a consistent and meaningful source of economic activity, with most climbers visiting primarily to climb, returning repeatedly, and staying overnight in the area. Spending was concentrated in Sauk County and supported local businesses, jobs, and tax revenues, while climbers also frequented local restaurants, breweries, retailers, and nearby recreation areas during rest days, extending the benefits of climbing related visitation beyond the park itself.

Notable Findings:

Devil’s Lake State Park attracted an estimated 27,000 climbing-focused visits annually, based on visitation estimates provided by the Wisconsin Climbers Association. Survey results indicated that 60 percent of these visits included at least one overnight stay.

Climber spending supported an estimated $3.8 million in annual economic activity, including approximately $2.9 million in expenditures within Sauk County, with the remaining spending occurring elsewhere in Wisconsin.

Rock climbing activity at Devil’s Lake supported an estimated 32 jobs statewide and generated approximately $1.5 million in labor income, with impacts concentrated primarily in Sauk County.

Day-use climbers spent an average of $40 per visit in Sauk County, while overnight climbers spent an average of $98 per visit on food, retail, and travel, in addition to lodging expenditures ranging from $34 to $128 per visit within Sauk County.

Demographic results indicated that climbers were generally well-educated and higher earning, with 43 percent holding a bachelor’s degree and 33 percent holding an advanced degree. Approximately one-third of respondents reported personal annual incomes of $100,000 or more.

For more information visit https://www.wiclimbers.com/economic-impact-study