Shopper at the register at 'Bliss', after PRAT tax goes into effect in Sturgeon Bay, July 1, 2026. PC: Fox 11 Online
STURGEON BAY, WI (WTAQ-WLUK) — A new sales tax took effect in Sturgeon Bay on Wednesday.
An extra half of a percent will start showing up on receipts for certain items. Although it applies to everyone, the goal isn’t to target local taxpayers.
The premier resort area tax won’t impact groceries or gasoline, but items largely related to tourism.
The goal of the tax is to find a way for tourists to pay for road maintenance projects.
“I think it will help maintain roads and stuff that are getting extra wear and tear,” said Bliss Owner Todd Trimberger.
“Our little peninsula takes a pretty big hit every summer, and so having some extra funds that come from not just the taxpayers, but also the people that come to visit every year will be really helpful in maintaining our roads and our peninsula,” said Karlie Martens of Novel Bay Booksellers.
Still, local taxpayers will have to pay the extra charge when purchasing affected items.
“I see both sides of it. I don’t want another tax for myself, and all the locals are going to be paying that same half a percent, so it’s not just for tourists,” said Trimberger.
With the PRAT tax just getting started, local businesses say they’re not sure if shoppers even know that it has taken effect.
“No one has mentioned it, and I don’t think it has impacted anyone coming through our doors. It is the first day, so that might change and I think we’ll probably have a couple more conversations about it in the future when they get their receipts and notice it,” said Martens.
The sales tax arrives right before Fourth of July weekend, and in the middle of a busy summer season for Door County.
“In Sturgeon Bay, for the last two weeks, we’ve had very good volume and traffic, and people are still interested in shopping,” said Trimberger.
In 2025, tourism in Door County had a total economic impact of $686 million.
In December, Sturgeon Bay Mayor David Ward said the tax was already built into the city’s budget.
The city planned for six months of the tax revenue at $400,000.
The municipalities in Wisconsin that have implemented the premier resort area tax are:
- City of Sturgeon Bay, effective July 1, 2026
- Town of Minocqua, effective July 1, 2026
- Village of Ephraim, effective January 1, 2022
- Village of Sister Bay, effective July 1, 2018
- City of Rhinelander, effective January 1, 2017
- Village of Stockholm, effective October 1, 2014
- City of Eagle River, effective October 1, 2006
- City of Bayfield, effective January 1, 2003
- City of Wisconsin Dells, effective July 1, 1998
- Village of Lake Delton, effective April 1, 1998
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