Heritage Trails County Park: A Regional Destination

Opened in 1978, Heritage Trails County Park is nestled in the heart of the Kettle Moraine Hills. Expanding nearly 234 acres, the park is located in the Town of Polk and is home to 18 disc golf holes, 9 foot golf holes, 2 miles of hiking trails, and 3.5 miles (and counting) of mountain bike trails.

In 2019, a Southeastern Wisconsin SCORP Survey and a Washington County Park and Trail Amenity Survey both highlighted the demand for mountain bike trails in Washington County. In 2019/2020, a public-private partnership was formed between Metro Mountain Bikers Inc. and Washington County Parks & Trails. Metro Mountain Bikers Inc. wished to donate their time and resources to build mountain bike trails at Heritage Trails County Park. Construction began in the summer of 2021, and just a few short weeks later, the first set of trails were open to the public for use.

Since the opening of the initial set of mountain bike trails, there has been a significant increase in the number of daily park users at Heritage Trails County Park, especially from those residing outside of Washington County. Further research and existing survey data has demonstrated the economic impact of mountain bike trails on a community. Mountain bike trails draw visitors to the area, who then eat at local restaurants, stay at local hotels, and shop at local businesses.

Milwaukee Metro Mountain Bikers is a 501(c)3 non-profit organization based in southeastern Wisconsin. They have worked diligently to design, construct, and maintain the mountain bike trails at Heritage Trails County Park. This member-based organization builds new trails, maintains existing trails, and hosts events for riders of all ages and abilities.

Mission: To promote and protect environmentally responsible mountain bike opportunities in the Milwaukee metro area.

Since the creation of the mountain bike trails in the summer of 2021, quantitative and qualitative research analysis proves that Heritage Trails County Park has transformed into a regional destination for mountain bike enthusiasts. This section of the Story Map will analyze the existing quantitative and qualitative data on Heritage Trails County Park and the mountain bike trails there.

Since the creation of the mountain bike trails in the summer of 2021, Heritage Trails County Park has seen a significant increase in the number of daily park users. Current data shows that more and more visitors are coming to Heritage Trails County Park. As seen in the graph below, there was a 49.68% increase in the number of daily park passes sold from 2021-2022. This increase has generated an additional $2,725 for the Washington County Parks Department.

The swipe map below shows daily usage at Heritage Trails County Park by state. Moving the swipe tool to the right reveals 2018 daily park users, and moving the swipe tool to the left reveals 2022 daily park users. As shown, from 2018-2022, there is a significant increase in the number of daily park passes purchased by individuals residing outside of the State of Wisconsin, specifically from neighboring states.

The swipe map below shows daily usage at Heritage Trails County Park by county. Moving the swipe tool to the right reveals 2018 daily park users, and moving the swipe tool to the left reveals 2022 daily park users. As shown, from 2018-2022, there is a significant increase in the number of daily park passes purchased by individuals residing outside of Washington County.

As shown in the visuals above, daily park pass data shows more and more outside visitors are coming to Heritage Trails County Park.

In 2022, three groups of students at Slinger High School conducted qualitative research at Heritage Trails County Park, focusing on the mountain bike trails. Each group conducted in-person interviews at Heritage Trails County Park, all on separate days.

The three groups interviewed a total of 50 park visitors. As seen in the chart below, nearly every person interviewed (92%) came from outside of Washington County. In fact, seven people interviewed had come from Chicago, IL, to use the mountain bike trails at Heritage Trails County Park. This research helps prove the notion that the mountain bike trails at Heritage Trails County Park are becoming a regional destination, with individuals coming from neighboring counties and states to ride the trails.

When asked what they liked about the trails, respondents cited the scenic area, easy access, trail diversity, high build quality, the jumps and drops, and social environment. Two of the three Slinger High School groups asked individuals how they heard about the trails. Most of the respondents cited at least one of the following:

• Metro Mountain Bikers
• Word of Mouth
• Social Media
• Google
• Little Switzerland Mountain Bike Trail

The above data and research proves that the mountain bike trails have undoubtedly brought visitors to Heritage Trails County Park and the community. The next section of the Story Map will review existing survey data for other mountain bike destinations in the United States. The data will outline the economic impact mountain bike trails have had on their respective communities and beyond.

Numerous studies and surveys have been conducted across the United States to analyze the economic impact of mountain bike trails on a community. Data from the following studies reinforces the economic, social, and monetary value the mountain bike trails at Heritage Trails County Park are having on Washington County and beyond.

Tucked away in northern Wisconsin within the Chequamegon-Nicolet National Forest lies over 100 miles of mountain bike trails. These trails are a hidden gem. The Chequamegon Area Mountain Bike Association (CAMBA) did a study on the mountain bike trails. The following list summarizes the key findings:

• Economic Impact
  • 7.8 million dollar economic impact on Bayfield and Sawyer Counties in 2019.
• Lodging
  • The typical non-local visitor stays two nights.
  • One in five trail users who do not live in the area stay in a rented cabin/house or a vacation home they own.
• Spending
  • The average non-local visitor expected to spend $200 per day during their visit.

(Chequamegon Area Mountain Bike Association Economic Impact and User Experience Survey Summary, 2020)

The Southern Off Road Bicycle Association (SORBA) and the UTC Tourism Center recently conducted research on the Chattanooga Mountain Bike Trails in Tennessee. The following list summarizes the key findings:

• Economic Impact
  • 6.9 million dollar impact on Hamilton County
  • 4.3 million dollar impact on 30 surrounding counties
  • The expenditures generate $482,999 in county and state taxes and $498,225 in federal taxes.
• Lodging
  • Hotels (23%), Home Rentals (16%), and Other-Mainly AirBnb (25%)
• Spending
  • The visitors spent an average of $342.33 per trip, with the largest expenditures on food and drink, lodging, and retail shopping.

(Chattanooga Mountain Biking Impact Report, 2020)

Based on the above research, it is reasonable to assume the mountain bike trails at Heritage Trails County Park have had a positive economic and social impact on Washington County and the surrounding areas.

Mountain bike trails are not merely an avenue for exercise. They can engender friendships, connections, and a sense of belonging. When conducting their interviews, the Slinger High School students observed that few mountain bikers were alone. Many of them were biking in groups. The mountain bike trails provide riders with a "third place," acting as a community connector and relationship builder.

As of March 2023, the mountain bike project at Heritage Trails County Park is not yet complete. Future plans include a bike park, jump park, and additional mountain bike trails.

Washington County Parks & Trails would like to thank Metro Mountain Bikers for the long-lasting impact they have had on our county parks and the greater community. They have donated their time, talents, and resources towards designing, building, and maintaining the mountain bike trails at Heritage Trails County Park. Their hard work is appreciated and valued.

Washington County Parks & Trails would also like to thank the handful of Slinger High School sociology students, under the direction of teacher, Nate Grimm, for their insightful research.