Best known for drawing visitors due to its natural beauty and unique experiences, Door County is increasingly becoming the place people are calling home. This is especially true in the heart of Door County — the City of Sturgeon Bay.
Major employers: growth on the horizon
Sturgeon Bay is home to a robust mix of industries, with major employers spanning health care, manufacturing, business services and education. Door County Medical Center and Fincantieri Bay Shipbuilding anchor the employment landscape, while manufacturers like Therma-Tron-X, Hatco Corporation and N.E.W. Industries contribute to a thriving industrial sector. Together, more than 50 companies operate within the city’s 380-acre industrial park, employing more than 2,000 workers. Business and financial services, as well as retail, lodging and restaurants, fill Sturgeon Bay downtown districts. A recent survey of Sturgeon Bay employers shows the opportunity for growth across industries. Fifty-seven percent of responding businesses expected to see an increase in positions in the next year.
Housing: responding to the demand
As population growth and workforce attraction efforts accelerate, housing has emerged as a top development priority. Since 2019, the city has added more than 400 new residential units, by using public/private partnership and tools like Tax Increment Financing (TIF) to catalyze investment. Hundreds more units are in various stages of planning and construction, yet the vacancy rate remains under 1% —a signal of both high demand and market opportunity. Recent housing studies confirm the need for a broad spectrum of housing types to support continued economic expansion.
Retail recruitment: shovel-ready sites and leasable space
While Sturgeon Bay’s year-round population hovers around 10,000, that number surges dramatically in the summer and fall due to secondary residents and visitors. In the most recent year, visitor spending in the area exceeded $524 million. With prime commercial parcels, shovel-ready sites and leasable storefronts in high-traffic areas, the city is actively recruiting retail and service providers such as grocery stores and fast-casual restaurants to meet the needs of both residents and visitors.
The city partners with the Door County Economic Development Corporation (DCEDC) to promote the many development opportunities in Sturgeon Bay. Contact DCEDC for more information on Sturgeon Bay.
Contact
Michelle Lawrie, Executive Director, DCEDC
185 East Walnut Street • Sturgeon Bay, WI 54235
michelle@doorcountybusiness.com • 920-743-3113 ext. 1
InDevelopment Conference 2025
Thrivent, Appleton • Tuesday, Sept. 16 • 2–6 p.m.
For event agenda and details on presenters, read the 2025 InDevelopment Report
