Karl Nelson’s friends thought he was crazy. So did some of his neighbors in northern Wisconsin.
State and local officials were uncertain about what he was up to, but after eight years he has developed a healthy business model for Nature’s Water Park, built on his passion for the Wild Rivers in Florence County.
Nelson, who grew up in the Green Bay area, says he fell in love with the wilderness as a child when his family spent time there. He now owns 40 acres in Florence County.
As he explored the area, he was drawn to the Pine River, one of the first rivers in the country to be designated as a Wild River in the 1960s. It’s a designation that protects rivers from development. Familiarity with the river helped him see an opportunity built around a unique geological feature.
“I was looking for something to do up there to spend time at my place,” Nelson says.
The river has an oxbow that extends 3.5 miles into the wilderness from the launch point. The takeout is about 1,200 steps from the launch point (yes, Nelson counted the steps). The river is relatively calm, and it makes for a pleasant inner tube trip for families.
There is no need to shuttle people; they can walk back to the launch point.
“My friends all thought I was crazy investing a bunch of money and going into the wilderness,” Nelson says. “I decided to take a chance … and set up my wares and see if people showed up. And they did.”
Nelson says Nature’s Water Park has drawn visitors from all over the world.
Each spring, Nelson pulls a trailer into the access point along Highway N that holds the inner tubes, kayaks and other equipment he needs. He removes it at the end of the season.
At first, it wasn’t entirely clear if the river access he was using was on state or county land. Eventually, officials determined he was operating on state land and offered him a concession contract.
He has gently improved the access and takeout with mowing and brush cleanup and operates with limited electric provided by solar panels. Nelson says the caretaking and education he provides have helped build respect for the resource.
“I talk to [visitors] about the river, what it is and that it’s a national treasure and that it’s all of ours. I tell young kids ‘When you grow up, you’ll be able to come here with your kids if we all keep it nice,’” Nelson says.
Nature’s Water Park offers primarily river tubing, but also has kayaks, paddle boards and canoes. Nelson guides expeditions up the river to the 22‑foot LaSalle Falls and offers other sightseeing treks in the area.
“Most of the adventures were things that I was doing myself. I’m just sharing it with people,” he says.
Nelson monitors river levels and encourages people to check the Nature’s Water Park Facebook page and website for weather and other updates. The business operates from Memorial Day through Labor Day.
When the season ends, Nelson gets ready for his winter business — selling Wisconsin cheese in Florida.
“I’ve been lucky to pull it off and to be able to run two businesses 1,550 miles apart,” he says.
