Embracing every season is the Wisconsin way, and the City of Middleton will soon have one more wintery asset to welcome community members and visitors, alike.

The City of Middleton will celebrate a groundbreaking for Central Cross-Country Skiing’s new trailhead lodge — the Middleton Nordic Center — at 3 p.m., Tuesday, Sept. 16, at the CXC Outdoor Community Center (4355 Schwartz Road, Middleton). This event is open to the public.

Mayor Emily Kuhn will speak, as well as Bryan Gadow, city administrator; Yuriy Gusev, Central Cross-Country Skiing (CXC) director; and Steve Cohan, the chairman of the CXC Skiing Foundation.

The Middleton Nordic Center is the newest addition to this public-private partnership at the CXC Outdoor Community Center. It will contain a community lounge, restrooms, a physical therapy tenant, cross-country ski rental shop, CXC office space and CXC Athletic Center — a high-performance gym. There will also be an outdoor area available for larger events.

“Middleton has always been a community that values its natural spaces and the opportunities they provide to gather, stay active and connect with one another,” said Mayor Emily Kuhn. “The Middleton Nordic Center is a perfect example of what happens when vision, generosity and partnership come together. This project not only preserves the beauty of the land, but also creates a lifelong legacy of recreation, wellness and community pride.”

Middleton has always welcomed cross-country skiers on designated trails at the Middleton Bike Park, but a land donation to the city by Dan and Natalie Erdman in 2021 started the proverbial snowball rolling for something bigger and better.

“My wife, Natalie, and I are thrilled to see the development of this unique outdoor recreational facility that will become a community asset to be enjoyed by the public for generations to come,” said Dan Erdman. “This is the result of a partnership between the City of Middleton and CXC, along with countless generous private donations without which this could never happen. We look forward to CXC creating a first-class cross-country skiing venue and offering the public year-round access to a trail system for their enjoyment and health, all within a stone’s throw from downtown Middleton.”

The Erdmans’ wish was that this land would never be developed commercially. It will stay open to the public for outdoor recreational use.

“When Dan expressed interest in donating land to build cross-country ski trails with snowmaking capabilities, I knew this could be an invaluable resource for our community,” said Gusev, who had been advocating to build this facility in Middleton for a decade. “The topography, the variety of the trails, and proximity to a large population area all make this site ideal for public use, not only for cross-country skiing but also for hiking or biking in the spring, summer and fall.”

The Middleton Nordic Center is scheduled to be complete and open by summer 2026, but the trails are already in use.

“The CXC Outdoor Community Center grounds already serve as a vibrant four-season hub for Nordic skiing, mountain biking and outdoor recreation,” said Steve Cohan, CXC Foundation president. “Thanks to the vision and contributions of many, the coming year will bring a new trailhead building, expanded snowmaking infrastructure, and targeted enhancements — transforming this site into a true regional destination where families connect, athletes train, and future Olympians take their first strides.”

But nothing happens overnight.

The first trails were designed and built in 2021. Soon, a road was built, connecting Schwartz Road, and a 16-slot parking lot was added. In 2022, the City of Middleton added 48 more parking stalls.

The Middleton Parks and Recreation Department moved the Middleton Bike Park trailhead from Pleasant View Golf Course over to this parking lot and also built a new Pump Track at the location — both assets are managed by the City of Middleton and round out the four-season approach that the founders hoped for this space. 

The CXC Outdoor Community Center grooms about eight miles of cross-country ski trails, including two miles with snowmaking infrastructure to supplement natural snow and ensure reliable snow coverage from December through March. 

Fundraising is ongoing as the project plans expanded. The first lodge renderings were really a trailhead building with an office and ski rentals. But when donors came forward and added their own passion and dreams — the project evolved from a destination to that and more.

“The city has been a great partner for the CXC Foundation and overall center — the timelines have changed because donors stepped forward to add to the project,” Gusev said. “That’s the kind of ‘problem’ you dream about, people who are so invested that they want to make it even better.”

“This site is a unique competition venue for cross-country skiing,” he added. “And we have already hosted a couple high school state-level races, as well as local events. It’s a beautiful place to experience trails and outdoors, and a gift the cross-country skiing and outdoor enthusiasts truly appreciate.”

He went on to add that, with the new facility, he looks forward to hosting larger competitions and more events at the space, year-round.

And that was the type of opportunity that one of its first donors saw. 

“We immediately saw the potential for visitors, from weekend getaways to corporate retreats, or more importantly, hosting large cross-country ski competitions,” said Mari Olson, director of tourism for Visit Middleton, the city’s tourism marketing department and one of the first donors to the project.

Visit Middleton has given tourism grants toward trail-making, trail signage, and finally toward the lodge, which came with naming rights. Olson said that the project has expanded over two directors and several tourism commissioners, and yet all agreed this location could be an amazing asset for tourism, as well as for residents.

“This view, this land, it’s absolutely beautiful from up here,” Olson said. “You know instinctively why Dan and Natalie (Erdman) wanted to preserve it this way; but it’s humbling as well, with how they want to share it with the community. This isn’t a simple gesture and it’s more than just a gift; it’s what legacies are meant to be made of.”

Updates about the Middleton Nordic Center, trails and opening season can be found at www.visitmiddleton.com and https://center.cxcskiing.org/.

But tourism is more than a number — it’s part of a city’s growth story. And Middleton has shown growth in both visitor assets, as well as visitor spending.

According to the newest Tourism Economic Impact Report, Middleton welcomed increased visitor spending in 2024, totaling $206.9 million — the highest recorded and a 3.3 percent increase from 2023.

Compared to 2019, spending has increased by more than 17 percent, reflecting sustained momentum and growing interest in the city as a travel destination. The 2024 STR Report (short term rental) stated that the city’s 2024 occupancy rate was 8.3 percent higher than in 2023, and other tracking software employed by Visit Middleton, the city’s tourism department, showed the largest number of visitors outside of Dane County arrived from Milwaukee and Chicago.

“Middleton has always been considered a charming leisure destination, with its shopping districts, revitalized downtown, walkability, and of course, its impressive variety of restaurants,” said Mari Olson, Visit Middleton’s director of tourism. “What we are seeing these past couple of years, though, is a strong group tour showing and that is also a reflection of the attractions and things to do, as well as the quality of the hotel services.”

Middleton is home to more than 80 restaurants and diners, 50-plus stores and boutiques, and the longest running micro-craft brewery in the Midwest — Capital Brewery & Bier Garten, which also gives scheduled tours. The National Mustard Museum and National Mustard Day (Aug. 2, 2025) bring thousands to the city, and within the past few years a hard cider tasting room — Hidden Cave Cidery — has opened, adding yet another amenity to the list. In the last five years, two hotels have also been built, and three more fully renovated,

The city parks and trails have grown, as well, updating park services, the city pool, and extending city trails for hiking and biking. The cross-country ski trails, with their snow-making ability, have extended the winter sport through mid-March and provided the ability to host ski events.

“Middleton doesn’t have to try to be everything to everyone, it actually is,” Olson said. “Our city is in a rare position to offer this beautiful, safe, walkable community with all the amenities of a larger city. If you look to the west, you see Lake Mendota; and to the east are Pleasant View Golf Course and the cross-country ski trails; and more than 600 acres of protected prairie, wood and creek land in Pheasant Branch Conservancy lay north, with more than 300 acres actually within city limits. We have everything you could want in a leisure destination, as well as for the outdoor lover.”

She added that being next door to the state capital and Dane County Regional Airport provides visibility and accessibility, as does the fact that Middleton is within driving distance of Milwaukee and Chicago.

“The hospitality that visitors experience from their hotel room to sitting down for a fish fry provides an experience that keeps them returning,” Olson said. “We have something very special here. It’s easy to feel like a local, just walking around downtown and grabbing a coffee.

“I’m proud of the work we do in marketing Middleton; I’m proud of every hospitality employee and attraction. Honestly, once people see it, once they start exploring, Middleton sells itself.”

This is reflected in the numbers from the Tourism Economic Report, which show that lodging led the way in 2024 with $60.5 million in spending, a 3.1 percent increase from the year prior. Food and beverage spending totaled $57 million (up 3.2 percent), followed by retail at $42.1 million (up 2.8 percent), recreation/entertainment at $24.7 million (up 5.5 percent) and transportation at $22.6 million (up 2.8 percent).

“We’re also grateful that the tourism and hospitality-related employment rate rose by 2.5 percent with an estimated 1,720 jobs in Middleton,” Olson added. “The hospitality industry is still rebounding from the pandemic, largely when it comes to workforce needs.”

Visitor spending in Middleton generated $69.3 million in state, local and Federal tax revenue, including $36.2 million in state and local taxes. The City of Middleton accrued more than $2,269,800 in just hotel tax revenue in 2024, of which the municipality keeps 30 percent, or about $680,900. The city uses these funds for programs, staffing and general maintenance for the city, while the remaining 70 percent is rolled back into tourism marketing and development.

For more information about Visit Middleton, go to visitmiddleton.com, sign up for the newsletter and follow us on Facebook and Instagram. 

“We are amazed by the huge donation of nearly 700 items to WayForward’s Clothing Center,” said Leslie Albrecht Huber, strategic engagement director for WayForward Resources. “Every person in our community needs winter gear – but we all know how expensive it these can be. When families can access winter wear for free, they can focus their limited resources on paying rent and other basic necessities. Donations like these help make sure families and children can stay warm as winter weather approaches.”

For more information about Visit Middleton, follow us on Facebook and Instagram.

MIDDLETON, Wis. — As colder weather approaches, community members are encouraged to support Visit Middleton’s annual Keeping Neighbors Warm clothing drive by donating winter apparel to those in need.

Keeping Neighbors Warm is welcoming gently used or new winter coats, jackets, boots, hats, scarves and snow bibs for all ages beginning Wednesday, Oct. 15, through Wednesday, Nov. 5, at the following drop-off locations: Keva Sports Center (8312 Forsythia Street), Middleton Public Library (7425 Hubbard Avenue), Willy Street Co-op West (6825 University Avenue), and the Middleton Visitors Center (1811 Parmenter Street).

Each week, Visit Middleton staff will collect the winter outerwear items and deliver them to WayForward Resources for distribution. These items go directly to those in the community who are in the most need.

“We served nearly 15,000 people last year through our programs at WayForward Resources, the most in our over 45-year history and twice as many as two years ago,” said Ellen Carlson, executive director at WayForward. “Working together with our community is critical to ensuring our neighbors can remain in their homes and have access to enough nutritious food to not experience hunger. Warm winter clothing is a must in our chilly Wisconsin winters. Not only do these winter outerwear donations keep our neighbors warm, they also help to create stability for individuals and families with limited incomes by keeping their resources available for essential expenses like rent and medical bills.”

This will be the fourth year for Keeping Neighbors Warm, hosted through Visit Middleton, the City of Middleton’s tourism department, but it will be the 10th year the office has participated in a clothing drive, formerly known as Big Bundle Up. Last year, the City of Middleton donated a record-breaking 699 winter items.

“Each year we organize this drive, I’m always amazed by the strong participation of our community,” said Laura Portz, convention and event services manager at Visit Middleton. “They really show up for our neighbors in need, and it’s so heartwarming to see. From baby snow suits to adult-size boots, every contribution is valued and will be put to good use.”

For more information about Visit Middleton, go to visitmiddleton.com or follow us on Facebook and Instagram. 

LEED, which stands for Leadership in Energy and Environmental Design, was started by the U.S. Green Building Council and is used as a rating system to set standards for cities and community’s sustainable building practices. The Good Neighbor City joined a global network of more than 150 LEED-certified cities and communities, but Middleton is the first municipality in Wisconsin to be identified.

“Climate change is a real and growing threat to our communities, and we need to take action to preserve our way of life, economy, and wellbeing,” said Senator Baldwin.“I am thrilled to see Middleton’s leadership in building a more sustainable and resilient future for generations to come.”

LEED for Cities and Communities helps local leaders measure and manage progress in community conditions for a more sustainable, resilient, and equitable future.

“Middleton’s achievement—being the first Wisconsin municipality to achieve LEED Certification and earning LEED Gold—is outstanding. I’m proud of my hometown’s commitment to lead by example, and I am confident other Dane County communities will learn from Middleton’s experience and move us even closer to our county-wide sustainability goals,” said Senator Baldwin

Through the certification program, cities and communities create and operationalize responsible, sustainable, and specific plans for natural systems, energy, water, waste, transportation, and many other factors contributing to quality of life.

“With the growing threat of climate change we are all facing, it is important for everyone to find solutions to this crisis. I’m excited to see Middleton being a leader in this effort,” said Wisconsin Representative Alex Joers.

Middleton achieved LEED certification for implementing practical and measurable strategies and solutions aimed at improving sustainability and the standard of living for residents. LEED is designed to help buildings, communities, and cities achieve high performance in critical social, economic, and environmental sustainability areas.

“We are at the forefront in our fight against climate change,” said Mayor Emily Kuhn. “This framework helps us accelerate our progress on sustainability and resilience – leading the way to a better quality of life for our community.”

LEED certification helps demonstrate a city’s commitment to sustainability, human health, and economic prosperity. It helps benchmark a city’s current performance and enables Middleton to measure and track outcomes, which are evaluated against key metrics that include energy, water, waste, transportation, education, health, safety, prosperity and equitability.

“Congratulations to the City of Middleton on this achievement. I appreciate that Middleton is leading in this work that the state and federal governments are failing at,” said Representative Mike Bare.

Most notably, Middleton demonstrated excellence in green space allocation for residents, community-wide renewable energy innovation and a focus on multi-jurisdictional collaboration with the county and other cities on climate mitigation and resiliency projects.

“Middleton proves time and again that we can grow our community and economy both substantially and sustainably,” said State Senator and proud Middleton resident Dianne Hesselbein. “Our city continues to be a regional, state, and national leader and I’m proud to see our leadership recognized for their outstanding stewardship.”

The certification data also highlighted areas where Middleton could improve, including reducing water consumption, greater geographical access and connectivity to civic resources and improving distributional equity disparities in education, income and home ownership.

The City of Middleton joins a global network of more than 154 certified cities and communities.

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About the U.S. Green Building Council

The U.S. Green Building Council (USGBC) is committed to a healthy, resilient, and equitable future for all through the development of green buildings, cities, and communities. For more than 20 years, USGBC has been advancing green building practices through the development of LEED, the world’s most widely used green building program. With the support of thousands of members, volunteers, and partners, USGBC provides robust green building education courses, a rigorous professional credentialing program, and advocates for effective public policies. It convenes an international network of green building and sustainability leaders through the annual Greenbuild International Conference & Expo, and forward-thinking programs, including the Center for Green Schools. For more information, visit usgbc.org and connect on Twitter, Facebook, Instagram and LinkedIn.

“Making the switch to unleaded fuel will help our operations be more environmentally friendly,” Bryan Gadow, City Administrator said. “Swift Fuel’s UL94 will also provide safer working conditions to our fuel-handling employees by eliminating exposure to leaded fuel.” 

Partnering with Swift Fuels, a fuel research and development company based in Indiana, the first shipment of unleaded aviation fuel known as UL94 arrived at Morey Field in July. 

“This is the right thing to do for our community,” said Mayor Emily Kuhn. “This is another example of how the City of Middleton is proactive in ensuring the safety of our neighbors and airport employees.” 

Unleaded fuel, while used in cars for the past 50 years, is not the standard in piston-engine aircraft. Instead, piston aircraft engines need a higher-octane fuel, which requires a lead additive. Swift Fuels’ newly developed UL94 product is lead-free and approved for use in approximately 70% of the existing piston aircraft fleet, but it is still in the early adoption phase. With UL94, engines will run smoother and have fewer mechanical issues, such as fouled spark plugs. Although not all of the aircraft housed at Morey Field can utilize the new UL94 fuel, those that can are encouraged to make the switchover to this alternative.  

Middleton’s Municipal airport supports regional economic development and general aviation activities with more than 41,000 operations each year and is committed to ensuring safe, environmentally conscious, and socially responsible access to aviation services. 

As research continues nationwide to identify and develop an unleaded aviation gas that is suitable for all aircraft, The City of Middleton remains committed to working with fuel suppliers and aircraft owners to make this transition as seamless and effective as possible. 

Middleton is conveniently located within an hour of many regional attractions. We welcome you to stay at one of our nine hotels, all minutes from downtown Middleton and Madison, and EXPLORE.

Make us your home base as you embark on day trips all around and discover all that Middleton has to offer.

Right here in Middleton, enjoy 80 restaurants, cafes and ice cream shops, and 50-plus places to shop between the Downtown district and Greenway Station. And don’t forget our amazing outdoor spaces, from the award-winning Pleasant View Golf Course, to 682 acres of protected land at Pheasant Branch Conservancy, and getting on the water at Lake Mendota.

Speaking of award-winning, Capital Brewery & Bier Garten, and Hidden Cave Cidery, are local gems, along with the super relaxing Grape Water Wine Bar and Cooper’s Hawk Winery & Restaurant.

Check out our free 2025 visitor guide, download, view or order one by mail HERE.

Here are just some of the places you’ll find less than an hour away!

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Tourism, on a community level, greatly contributes to an economy; but on a personal level, travel feeds the soul.

This is exactly what the City of Middleton’s tourism staff used as momentum through a rebranding process that spanned the length of the pandemic — a brand that was announced Tuesday night at the Middleton Common Council meeting and officially launched today via their social channels.

Watch the official launch video here on YouTube.

“We are excited to share Visit Middleton’s new look with the public and our visitors,” said Julie Peterman, director of tourism. “We feel it represents the tone and style of Middleton and showcases how much the city has grown and how much it has to offer.”

The rebrand includes a new name and tagline for the department — Visit Middleton, it’s the middle things — that is in keeping with tourism trends, a logo that reflects the spirit of travel, and a new style with language that more currently mirrors the community as well as speaks to where it’s going.

“Middleton has an uncanny ability to project a quiet, eclectic charm while always being on the move,” said Mike Davis, city administrator for Middleton. “Middleton is forward-thinking and forward-moving and constantly growing. We’re so proud of the direction the city is going and rebranding our tourism department, anticipating a return to gathering and travel, is an excellent example of the positivity that drives so much of what we do.”

The rebrand process began in February 2020. It was only weeks later, when the pandemic was declared and offices nationwide were closing — that a decision had to be made to continue the interviewing process for branding agencies, or put the project on pause.

The tourism staff, consisting of three employees — Peterman; Mari Olson, marketing manager; and Laura Portz, convention and events services manager — decided to carry the project through. Interviews for an agency were done by committee and in a hybrid setting, with Boelter+Lincoln, of Milwaukee, chosen as a partner for the project. The first phase of the project — research and discovery — were conducted via virtual workshops and online surveys. The photo and video shoots were postponed until summer 2021 in hopes the pandemic would be a distant memory, but instead were carefully designed around current masking orders and health protocols.

“Rebranding the department was a goal made several years ago when I was first hired, and we knew the pandemic would require flexibility and some creative work-arounds, but our ultimate goal was always to see it through,” Peterman said. “Trends were showing early last year that drive markets would begin returning in summer and we began seeing visitors in April — taking advantage of our outdoor spaces, as well as shopping and dining.”

With Pheasant Branch Conservancy to the north, Pleasant View Golf Course to the west, Lake Mendota to the east, and sharing borders with the city of Madison, the City of Middleton has something to offer every traveler. Enjoy more than 70 dining and 50 shopping locations with a choice of nine hotels, as well as the area’s largest convention center hotel.

Begin following Visit Middleton on Facebook.
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RECENT BLOGS 

Middleton Guide to Badger Game Day

Keeping Neighbors Warm Winter Clothing Drive (Oct.  5 – Nov. 15)

Outdoor Dining in Middleton

Middleton Nordic Center Groundbreaking

Click here for all Middleton shopping

ALL THINGS FALL

Pumpkin Patches, Apple Orchards and Plant Nurseries

Fall Color Guide

Fall Biking Guide

Fall Birdwatching

UPCOMING EVENTS (Full Calendar)

10/11 & 10/12 – Madison Poké Fest

10/11 – Family Fall Festival

10/18 – Haunted Hustle

10/25 – Autumn Artisan Faire

8/1/2026 National Mustard Day

GET TO KNOW THE AREA

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