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Economic development - Rustic Roads Program

The Rustic Roads Program was created in 1973 by the State Legislature to preserve what remains of Wisconsin’s scenic, lightly traveled back roads for the enjoyment of motorists, hikers and bicyclists. Wisconsin is unique in its efforts to preserve these low volume, low function rural roads and since the designation of the first Rustic Road in 1975, the statewide system has grown to include 111 Rustic Roads in 58 counties with a total mileage of over 639 miles.

Rustic Roads and economic development

Local governments and communities benefit by Rustic Road designation by providing travelers an additional incentive to visit. It is estimated that thousands of people travel the state's rustic roads and spend some of their discretionary income near the communities along the roads. In this way, Rustic Road designation is supportive of economic development even though there is no direct financial investment of state funds in the maintenance of the roads.

Rustic Road designation provides a promotional and marketing opportunity for communities to distinguish themselves from their neighbors. For example, several chambers of commerce in Fond du Lac County coordinated their efforts to produce “Wander Country Roads,” a driving tour of the county featuring scenic/rustic vistas as well as historical attractions.

Traveler information 

Designated routes are featured in the Rustic Roads Booklet, one of the Departments of Tourism and Transportation's most requested publications. The booklet features a small locator map with a description of flora and fauna found along each designated route. The booklet assists the traveler in reaching the Rustic Road and provides the highlights of what he or she can expect to see long it. The booklet can be ordered on-line through the Travel Wisconsin Web site.

For additional information, including maps and an application, see WisDOT's Rustic Roads Web site - or contact Jane Carrola, Bureau of Planning, (608) 266-0649.

All external hyperlinks are provided for your information and for the benefit of the general public. The Wisconsin Department of Transportation does not testify to, sponsor or endorse the accuracy of the information provided on externally linked pages.

Questions about the content of this page:
Dennis Leong, dennis.leong@dot.wi.gov 
Last modified: September 28, 2012