The Brookings Institution recently published, “Improving quality of life—not just business—is the best path to Midwestern rejuvenation.” The article ranks Whitewater, Wisconsin as “well positioned for new growth.”

The Importance of Quality of Life

Brookings analyzes the reality of today’s two Midwest’s. In one reality, Midwest towns with metro areas and universities have found prosperity through today’s global knowledge economy. In the other reality, Midwest towns who focus on business-friendly environments and traditional economic development strategies struggle.

A 2021 study, titled “An Aggregate Approach to Estimating Quality of Life in Micropolitan Areas,” suggests traditional economic development tools may be less effective than investments in quality of life. Recreation, culture, quality services, and other community amenities may contribute more to the local economy. The study suggests communities with higher quality of life have higher population growth and higher employment than communities that rank higher on traditional economic development measures.

Another study, “Are Big Cities Bad Places to Live? Estimating Quality of Life across Metropolitan Areas”, suggested people will pay higher housing prices and accept lower wages to live in communities that offer a higher quality of life. The study also suggests that businesses will pay higher real estate prices and wages to be near more productive workers.

After analyzing the quality of life in various Midwest communities, Brookings shared two findings: (1) Higher quality of life is associated with higher population and employment growth., and (2) Higher quality of business environment is not associated with higher population and employment growth.

The Midwest towns with a higher quality of life had natural amenities (ex: lakes or mountains). The Midwest towns with the greatest prosperity have these natural amenities and know how to market them. To encourage growth, Midwest towns can leverage their natural amenities and improve the quality of public services. Education and transportation both play an important role in attracting individuals. Regarding the nature of business, locally owned businesses, farmer’s markets, quirky shops, grocery stores, personal care providers, and others also contribute to the quality of life.

Brookings considered various Midwest communities and suggested small industrial towns that should focus on quality of life to obtain their full growth potential. Walworth County, Wisconsin was ranked as a place with a higher quality of life where residents pay higher housing prices and accept lower wages. Whitewater, Wisconsin is highlighted as one community in Walworth County “well positioned for new growth.”

A Closer Look at Whitewater, Wisconsin

Photo Credit: UW-Whitewater - Craig Schreiner

Located in southeastern Wisconsin, the Whitewater area is a micropolitan city that offers a small-town lifestyle with easy access to nearby major cities. Nestled in the Kettle Moraine State Forest, Whitewater offers abundant recreation opportunities and many natural amenities including lakes, forests, and prairies.

When it comes to quality of life, Whitewater offers culture, art, history, recreation, and quality public services. The public schools are excellent. There are many active community organizations providing services and bringing family-friendly events to the community including the 4th of July Festival. From the downtown to the surrounding rural area, there are plenty of quirky, fun shops to check out and great restaurants and local fish frys to try.

From the traditional economic development perspective, Whitewater is home to the University of Wisconsin – Whitewater and attracts a highly educated workforce. The Whitewater Community Development Authority provides financial assistance opportunities along with below-average cost for labor and utilities within one of the lowest tax rates in Wisconsin. With a solid foundation in place, Whitewater continues to improve its quality of life.