New London, WI

Momentum Along the Water’s Edge

The Next Chapter of a Riverfront Community

 

Along the banks of the Wolf River, life in New London, Wisconsin, reflects a community that values connection, local character, and steady progress. Residents gather at seasonal festivals, downtown storefronts buzz with local energy, and outdoor recreation remains part of everyday life — even as new housing, business investment, and community initiatives signal a city on the rise.

In New London, growth isn’t about changing what makes the community special; it’s about building on it. Through collaboration, local pride, and a strong sense of place, the city is shaping a future that feels both exciting and familiar.

Investing in the Heart of the City

For Chad Hoerth, City Administrator, the story of New London today is one of momentum built on intentional investment. He says the city is currently experiencing growth, which has been both exciting and energizing for the community.

Hoerth explains that one of the most visible recent accomplishments is the reconstruction of the downtown district, including a full overhaul of North Water Street. The project included new sidewalks, curbs, lighting, and infrastructure improvements to strengthen the city’s heart.

“Downtowns are the lifeblood of a community,” Hoerth says. “They’re the heartbeat of the commercial district, so we saw this as an important investment.”

The results have been immediate. Following the city’s investment, many downtown property owners initiated their own exterior improvements. Hoerth recalls that interest in the city’s longstanding façade grant program reached record levels. Traditionally funded at $40,000, the program quickly exhausted its annual allocation as business owners sought matching grants to upgrade storefronts.

Hoerth explains that the city responded by allocating an additional $20,000 to the program, bringing the total to nearly $60,000 in awards. The strong uptake signaled something important: private stakeholders were eager to join the momentum.

“It was really positive to see the private investment follow the public investment,” Hoerth adds.

Outdoor Living, Stronger Connections

Beyond commercial development, New London continues to prioritize recreation and community amenities. Hoerth, who previously served as the city’s parks and recreation director, says these projects remain close to his heart.

One significant milestone has been the arrival of the Newton Blackmour Trail into city limits — the community’s first exterior trail connection. Hoerth explains that the project enhances outdoor recreation opportunities for residents and visitors alike.

The city has also invested in its boat launch along the Wolf River, supporting a well-known seasonal tourism draw: the spring walleye run. During this period, anglers travel from across the region as fish migrate upstream, creating a surge of activity that benefits local businesses.

“We see a lot of tourism tied to the river,” Hoerth says.

Collaboration is also central to New London’s approach to recreation. Hoerth explains that the city works closely with the local school district and the New London Area Chamber of Commerce — a relationship so strong that students refer to it as the “trifecta.”

The city shares numerous facilities with the school district, including baseball and softball diamonds, tennis courts, and the community’s only indoor pool. Hoerth says this partnership allows the community to maximize resources while avoiding duplication.

“We’re a small community,” Hoerth explains. “Collaboration makes everything more efficient.”

Where Entrepreneurship Finds Support

From the business community’s perspective, growth in New London is about creating opportunities while preserving the close-knit culture that defines the city.

April Kopitzke, Executive Director of the New London Area Chamber of Commerce, says the chamber plays a key role in supporting both economic development and tourism. She explains that the chamber works alongside city leadership to help entrepreneurs and new businesses navigate the process of establishing themselves locally.

“We want people to feel like there isn’t a lot of red tape when starting a business in New London,” Kopitzke says. “Our goal is to be a support system so businesses can thrive.”

Kopitzke notes that downtown businesses are central to the community’s identity, with a mix of boutiques, specialty retailers, and restaurants drawing both residents and visitors. She highlights newer businesses such as Events Everlasting, which has expanded into a larger space and now offers gift items and wedding décor, and Water Street Vintage, a two-story shop that attracts significant foot traffic by hosting multiple vendors and crafters.

“These kinds of businesses create energy downtown,” Kopitzke explains.

Events That Build Community

As the city’s tourism entity, the chamber also organizes a robust calendar of community events designed to bring people together and showcase different parts of New London.

Kopitzke recalls that Fall Fest — formerly known as the Cheese and Sausage Festival — has been a cornerstone tradition for nearly 30 years. When downtown construction necessitated relocating the event, organizers moved it to Hatton Park, where additional space enabled it to grow significantly.

“What used to be about 110 vendors has grown to almost 300,” Kopitzke says. “And we’ve seen triple the size of crowds.”

The expanded event now includes a car show, a color run, and a full weekend of activities that drive tourism and support local businesses.

To ensure downtown merchants continued to receive traffic after the festival’s relocation, the chamber launched a summer kickoff night market. Kopitzke explains that the event quickly became a success, featuring vendors, live music, a hot-air balloon attraction, and performances by the school district’s show choir.

“It was really special to see families come together and celebrate,” Kopitzke adds.

Additional offerings include a winter wonderland holiday parade and other seasonal events that sustain activity year-round.

Despite growth, Kopitzke says the community remains grounded in its roots.

“New London has that small-town feel where everybody knows each other and looks out for each other,” she explains.

A Cooperative Driving Economic Energy

A major contributor to New London’s economic vitality is local industry, including Ellsworth Cooperative Creamery’s New London facility.

CJ Campuzano, Plant Manager for Ellsworth Cooperative Creamery, explains that the company acquired the plant — formerly known as Wohlt Cheese — in 2018. Since then, the facility has evolved significantly, adapting from natural cheese production to a process cheese operation.

Campuzano recalls that the transition required adjustments, but the results have been substantial. When Ellsworth first acquired the facility, annual production stood at approximately 32 million pounds of cheese. Today, output is around 48 million pounds, with a target of 55 million pounds within the next three years.

“We’ve seen significant change in all regards,” Campuzano says. As a farmer-owned cooperative with 180 milk suppliers supporting its broader operations, Ellsworth places strong emphasis on community engagement. Campuzano explains that company leadership rotates attendance at monthly chamber meetings to stay informed about local developments and identify ways to contribute.

“We learn about events, new businesses, and city projects,” Campuzano says. Hoerth adds that Ellsworth has become a consistent partner in community initiatives, frequently supporting local fundraising efforts and events. The company received a Mayor’s Choice Award from the city in 2025.

Kopitzke notes that Ellsworth’s presence extends beyond financial support. “The community knows their employees by name,” she says.

Development Meeting Demands

As New London expands, housing has become a top priority. Hoerth explains that demand is increasing as people look for alternatives to larger metro areas, particularly the nearby Fox Valley region.

A major factor driving interest has been the expansion of Highway 15, which now connects New London to the Fox Valley via a faster four-lane route. Hoerth says reduced commute times are attracting residents seeking rural charm with convenient access to employment centers.

“We’re seeing people coming this way looking for a more rural community with great services and more affordable housing options,” Hoerth explains.

Developers have taken notice. A premier 90-unit apartment complex overlooking the Wolf River is nearing completion in the downtown district. The project features amenities such as a fitness center, a yoga studio, and shared gathering spaces.

“We want a diverse housing stock,” Hoerth adds.

Additional projects include multiple subdivision developments, new apartment complexes, and infill housing on previously vacant lots. Developers such as S.D. Swiderski, Romanesco, and Randy Retzloff are contributing to a steady pipeline of residential growth.

To support this expansion, the city is adding a community development director position to strengthen building and zoning capacity.

“If we’re successful in attracting development, we don’t want projects to hit a roadblock,” Hoerth explains.

Infrastructure and Strategic Planning

Supporting growth requires infrastructure, and Hoerth says the city has leveraged Tax Increment Financing districts to help fund necessary improvements without placing the full burden on taxpayers or developers.

These tools have enabled sewer and water extensions that support new housing and commercial projects, ensuring growth remains sustainable.

Looking ahead, Hoerth identifies housing as the city’s number one priority, followed closely by collaborative grant writing efforts. In partnership with the chamber and school district, New London recently hired a shared grant writer to pursue funding opportunities for community projects.

“It’s a joint investment,” Hoerth explains. “The city, the school, and the chamber all contribute.”

Progress Guided by Shared Purpose

As New London prepares for the coming years, its direction is clear: growth rooted in partnership, community engagement, and careful planning.

From downtown revitalization and expanded recreation offerings to thriving events and industrial success, the city is demonstrating that economic development can coexist with small-town values.

Kopitzke says the community’s strength lies in its collective mindset.

“We’re stronger when we work together,” she explains.

Campuzano echoes that sentiment from the business perspective, emphasizing that community involvement is both meaningful and practical.

Hoerth sees a future shaped by continued collaboration and responsible growth.

“We’re excited about where New London is heading,” he says.

In New London, progress is measured not just in new buildings or production numbers, but in partnerships, shared success, and a community that continues to grow without losing sight of what makes it home.

AT A GLANCE

Who: New London, WI

What: A riverfront community defined by small-town charm, collaboration, and steady growth.

Where: Along the Wolf River in northeast Wisconsin, between Green Bay and the Fox Valley region.

Website: www.newlondonwi.org