Northern Wisconsin City Redefines Rural Development Strategy Through Strategic Partnerships

Written by:

Steve Marcinuk

Date:

23 Jan 2026

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The City of Amery, Wisconsin, is challenging common assumptions about rural development by combining regulatory reform, public-private partnerships, and strategic land management. Located about an hour from Minneapolis–St. Paul, this community of 3,000 is positioning itself as a practical alternative for developers and businesses looking beyond major cities.

Alex Mansfield, City Administrator since early 2025, manages daily operations and leads the city’s development efforts. His focus has shifted toward attracting investment and growth, describing Amery as “hungry for any development.”

Amery sits at the intersection of a strong manufacturing base and natural amenities. Medical device manufacturers, electronic controller producers, and healthcare services operate alongside lakefront and riverfront properties that attract Twin Cities residents for seasonal stays. This blend of industry and recreation allows Amery to offer opportunities rarely found in rural settings.

Addressing Housing Demand with Public-Private Partnerships

Amery faces a housing shortage similar to many small towns across the country. The city is “under-built for the region, especially within city limits,” Mansfield says. Demand is high for homes priced at or just below the median, appealing to those on fixed incomes, single residents, young professionals, and people working to establish themselves locally.

To address this, Amery recently completed a 42-unit subdivision using a public-private partnership. The city created a tax increment district and split public infrastructure costs 50-50 with the developer, financing the city’s share through future tax revenues over 15 years.

The project stayed on schedule and under budget, despite challenging weather. Even before completion, the new homes have attracted strong buyer interest, with offers coming in on unfinished units. Mansfield says this confirms the need for more housing at this price point.

This model lets the city handle infrastructure engineering while developers focus on building, creating efficiencies for both sides. The success of the subdivision has drawn additional developer interest and set a clear example for future projects.

Regulatory Reform to Encourage Development

Amery is also revising its zoning code—a process expected to take 10 months. The current code, last updated in 2004, is “overly wordy” and often confusing, making it difficult for developers to understand requirements such as setbacks, site use, and wetland delineations.

Mansfield says the city is “taking a hammer and chisel approach” to rewrite the rules. The goal is clear: simple code that lets developers quickly see what’s possible on a given site. By removing unnecessary barriers, Amery aims to attract a broader range of projects, from speculative builds to custom facilities.

This regulatory overhaul reflects the city’s broader approach: reduce friction for developers while maintaining reasonable oversight. More precise documentation and faster approvals make Amery more appealing to those considering projects outside metropolitan areas.

Industrial Land Ready for Immediate Development

Amery owns 18.33 acres of fully serviced, developable land within city limits, ready for immediate industrial or commercial use. Mansfield envisions facilities ranging from 10,000 to 50,000 square feet for light manufacturing or service-related businesses.

“City-owned land means we control the destiny, and we’re not exactly a for-profit entity,” he says. The city is willing to negotiate to attract primary employers that will benefit the community.

Amery can offer incentives through tax increment districts, including “pay-go” structures where developers receive funds back over time as new buildings generate property tax revenue. These arrangements reduce risk for the city while providing meaningful support to businesses for 10 to 15 years.

Correcting Misconceptions About Rural Markets

Mansfield believes developers often overlook rural communities because of outdated ideas about their investment potential. Many assume that areas outside metropolitan regions offer limited appreciation or business opportunity.

However, feedback from local businesses contradicts those assumptions. Amery offers a strong workforce with industry experience, consistent demand for new housing, and an influx of people seeking a slower pace and improved quality of life.

A key advantage, Mansfield notes, is the ability to form strong partnerships in a less competitive environment. Local leaders and residents are often willing to collaborate to make projects successful. “Available land and people are willing to do things to support a project,” he says.

Strategic Location and Regional Connectivity

Amery’s location is within an hour of Minneapolis–St. Paul allows residents and businesses to access urban amenities while benefiting from lower costs and less competition. The city is also just 30 minutes from major Wisconsin highways, providing solid regional connectivity for manufacturing and distribution.

This access makes Amery attractive to workers and employers seeking a blend of rural and metropolitan advantages. The area’s lakes and rivers add recreational value, helping companies attract and retain employees who value both career opportunities and a high quality of life.

Expanding Amenities and Looking Ahead

In addition to its zoning overhaul, Amery is pursuing new development initiatives to meet community needs and support economic growth. A confidential 60-unit hotel project aims to address a shortage of local hospitality options, while ongoing residential development continues to target the area’s housing gap.

The city is also investing in amenities to attract and retain workers and families. Recent projects include a new lakefront playground for toddlers, part of a broader effort to support residents “of all walks of life,” according to Mansfield.

A top priority remains finding the right tenant or buyer for the city’s industrial land. Mansfield is actively marketing the site to mid-size and startup manufacturers seeking a base in a supportive, accessible community.

Why Amery’s Approach Matters Now

Amery’s efforts come at a time when many rural communities are struggling to attract development and investment. Rising costs and greater competition in urban markets have led more companies and developers to consider alternatives, but misconceptions about rural viability persist.

By taking an active role in land management, forming partnerships with private developers, and rewriting local regulations, Amery demonstrates a practical model for small cities hoping to spur growth. Its approach shows that rural areas can offer both opportunity and flexibility—provided local leaders are willing to rethink traditional policies and work directly with stakeholders.

For developers and investors weighing their next move, Amery offers a clear set of advantages: available land, a supportive local government, and proximity to a major metropolitan area. The city’s willingness to share risk and streamline the approval process reduces barriers to entry, while its focus on quality of life helps attract a stable workforce.©

Conclusion: A Blueprint for Rural Development

Amery’s experience provides a blueprint for other small communities aiming to compete for business and residential growth. Instead of waiting for outside interest, the city has taken concrete steps to make itself more attractive—simplifying rules, sharing costs, and actively seeking partnerships.

These strategies are not just theoretical. The successful subdivision, active industrial land marketing, and upcoming hotel project all point to a community that is putting its approach into practice.

As economic conditions prompt more companies and individuals to look beyond traditional metropolitan markets, places like Amery stand to benefit. For those willing to engage with local leaders and consider new models of rural development, the city offers not only access to land and incentives but a genuine commitment to partnership and long-term success.