Rib Mountain, WI

A Welcoming Village with a Host of Amenities at Its Doorstep

Where Natural Beauty Meets Smart Growth

Rib Mountain is the kind of place where scenic outdoor amenities and economic growth come together to create a vibrant community. With a thriving retail corridor, expanding recreation opportunities, and thoughtful planning, the village is shaping a future that balances development with a high quality of life.

Location is one of Rib Mountain’s greatest advantages, as Village Administrator Gaylene Rhoden explains.

“Rib Mountain is a commercial corridor for the Wausau metro area. U.S. Highway 51 and State Highway 29 run through the heart of our community, and Interstate 39 actually concludes in Rib Mountain. We have an exit that serves both north, south, east, and west. And that’s a really huge asset to our community.”

The village’s natural setting plays an important role in shaping both lifestyle and tourism. At the heart of the community is Rib Mountain State Park, which attracts visitors year-round with hiking, scenic views, and seasonal recreation. The community is also home to Granite Peak, one of the largest ski resorts in the Midwest. “That is a big focal point for the community as far as winter recreation is concerned, and that’s been an asset in bringing tourism to our area,”  Rhoden shares.

“We have Lake Wausau as well, which in the winter months can serve as ice fishing, and in the summer months, there’s kayaking, fishing, boating, etc. That really is a gem.”

A Strong Commercial Corridor

While outdoor amenities anchor the village’s identity, Rib Mountain is also a retail hub for the region. Much of that activity happens along Rib Mountain Drive, where major retailers and restaurants offer a convenient stop for both residents and travelers. “Walmart, Sam’s, Kohl’s, restaurants like Red Robin, Texas Roadhouse, they’re located right on that main corridor,” Rhoden describes.

“It’s easy on, easy off, for people, if they have to take a break or they’re coming to visit. We’re one of the major retail corridors before you head to the north.”

To guide future development, the village adopted a Rib Mountain Drive Corridor Plan in 2021, along with the creation of a Tax Increment District.

“The community and the greater area here recognizes what Rib Mountain Drive offers, and I think we’re continuing to see that with the new businesses being added,” Community Development Director Jared Grande adds.

Photo Credit: Lemmens Creative Design, LLC

A Sense of Place

With a focus on design and connectivity, Rib Mountain is committed to making commercial areas accessible for pedestrians and cyclists. Sidewalks and multi-use paths are gradually connecting businesses and neighborhoods, linking active transportation routes to new establishments.

Village policies require developers to incorporate pedestrian and bicycle infrastructure as projects move forward. “That really helps us to make those connections so that there is a safe way for everybody,” says Rhoden. “We try to do our best to connect all the trails in the Rib Mountain greater area.”

The village’s appearance has also been enhanced through intentional design and planning. “One thing you would notice, if you travel on Rib Mountain Drive, you don’t see any overhead lines,” Grande highlights.

“Those were concerted efforts that the board put in place requiring developers to have those overhead lines buried.” The result is a cleaner visual landscape that creates a welcoming “Main Street” feel in the corridor.

Investing in Infrastructure

As Rib Mountain evolves, continued investment in infrastructure supports both future development and sustainability. A new water treatment facility will filter contaminants such as PFAS, manganese, and iron from the water supply, and also increase capacity.

Grande asserts, “That is definitely a large investment by the community here, and that will continue to help shape the different services that we need going forward.”

Broadband infrastructure is also a focus, and Rib Mountain continues to expand access.

“We still have a portion of our community that is not as well served as we had hoped,” Rhoden acknowledges. “Marathon County has been doing an excellent job in their broadband task force, trying to work with some of the service providers to expand it into the rural parts of the county, which benefits our community as well.”

The Future of Outdoor Recreation

The expansion of recreational trail networks is ongoing, and Grande says the development of the Perimeter Trail around the mountain is part of the state park’s updated master plan.

“The village board has earmarked a large sum of money as seed money to help launch that project, to hopefully have it come to fruition sooner rather than later. They see that as a huge asset for the community here and the greater community,” he relays.

New trail connections will link multiple recreational areas across the region, making Rib Mountain even more of a destination for hikers, cyclists, and outdoor enthusiasts. One project involves converting a former racetrack site into a bike park that will connect to the state park. “The biggest goal is to extend a trail connection to Nine Mile recreation area, which is a Marathon County park. It’s known for its mountain biking and in the winter months, cross-country trails and snowshoeing. But the big thing is connecting that bike path,” Rhoden recounts.

“That whole idea of this master vision is connecting these two park systems, Nine Mile and Rib Mountain State Park,” Grande continues. This connectivity is also expected to support commercial growth along County Road NN, which runs near the park and trail access points.

Along this corridor, small locally owned establishments are beginning to appear, creating a different atmosphere than the major retail corridor along Rib Mountain Drive. “There’s a place called Breakfast Bear, and it’s great, because you can see the ski hill from your seating area,” Rhoden details. Another example is a locally owned Mexican restaurant that redeveloped an existing home.

“That area is going to continue to see more of the mom-and-pop type of restaurants and businesses,” she expands. “That’s all part of what’s happening, and I suspect will continue, especially as the Rib Mountain State Park develops with the Perimeter Trail, as well as the Speedway and the redevelopment of that project.”

Housing Opportunities

The village faces a unique set of challenges when it comes to housing supply. Even so, residential development is one of Rib Mountain’s strategic priorities. The village, with other municipalities, partnered with the North Central Regional Planning Commission in 2022 to conduct a housing study, outlining needs and resources to development. “Where we run into struggles is a lot of what makes Rib Mountain so unique and makes it wonderful to live in are the environmentally sensitive areas, steep slopes, wetlands, and floodplain,” Grande admits.

Currently, local developer Royalty Custom Homes is constructing a 49-lot subdivision in the village. A former driving range is also currently listed for sale. “That would be a very accommodating property for residential development with sandier soils, utilities right up to it, and good traffic routes to access on additional roadways,” Grande says.

Photo Credit: Lemmens Creative Design, LLC

“Right now, it’s up for sale. It hasn’t been bought yet, but that is planned for residential development.”

Collaboration and Community Partnerships

Rib Mountain was incorporated as a village in July 2023, making collaboration central to its growth and success. “You have to hit these highlights by the state of Wisconsin to satisfy the incorporation application,” Rhoden says. The village now works closely with regional partners, including the Greater Wausau Chamber of Commerce, and county and regional agencies.

“When we have a project that somebody’s interested in doing, but they just don’t quite have the capital to make it happen, we often refer them to MCDEVCO,” outlines Rhoden. “We have a great working relationship with them, as well as working with the larger scale Central Wisconsin Economic Development.”

The village has also partnered with the Marathon County Sheriff’s Department. “We have now at this point three assigned deputies through the county that are specifically assigned to our community,” Grande discloses. Additionally, a collaboration with South Area Fire & Emergency Response (SAFER) District, provides fire emergency services to Rib Mountain, the Village of Weston, and serves several connecting towns.

On the development side, Rib Mountain has worked with the City of Wausau to provide commercial inspection services. Grande expands, “We now have a contract with a company called E-Plan Exam, which does the plan review, but we still partner with Wausau to do those commercial inspection services, to keep that local versus at the state level. On several fronts, collaboration has been around the board.”

Photo Credit: Lemmens Creative Design, LLC

Looking Ahead

Moving forward, the emphasis is on maintaining the qualities that make Rib Mountain unique while continuing to support growth. Outdoor recreation, trail connectivity, and responsible development remain central to this approach. Affordability is also key.

“The village board continuously evaluates the taxes here, and how we can keep them low and make things as affordable as possible for residents to live here,” Grande emphasizes.

This balance of progress and stewardship positions Rib Mountain as an ideal place where natural beauty, economic vitality, and quality of life come together.

AT A GLANCE

Who: Rib Mountain, Wisconsin

What: An ideally located village, known for its scenic beauty and amenities

Where: Marathon County, Wisconsin

Website: www.ribmountainwi.gov