Oneida County, Wisconsin: commercial real estate data.
Oneida County, Wisconsin had an estimated 38,175 residents on July 1, 2024, up 0.9 percent since the 2020 census base of 37,847, across 1,113 square miles. County output reached $2.43 bn in 2024, 1,387 establishments operate here, and the SBA record carries 36 7(a) approvals worth $17.6 m since FY2020.
Underlined figures are computed by MMCG Analytics, not published by the agency.
Oneida County
How many people live in Oneida County
- Population, American Community Survey 2020-202438,167
- Households17,493
- Average household size2.18
- Median household income$69,371
- Median age52.7
- Median gross rent$885 per month
- Median owner-occupied home value$238,400
- Home value to household income3.4 times
- Annual rent as a share of median income15.3 percent
- Adults 25 and over with a bachelor degree or higher28.8 percent
- Adults 25 and over with a graduate degree10.4 percent
- Adults 25 and over29,646
- Population under 186,376
- Share under 1816.7 percent
- Population 65 and over10,800
- Share 65 and over28.3 percent
- Working age population, 18 to 6420,991
- Civilian labor force17,811
- Unemployment rate2.0 percent
- Labor force participation, adults 18 and over56.0 percent
- Rank by population among Wisconsin counties39th of 72
- Rank by population among US county-equivalents, Puerto Rico included1247th of 3,222
Oneida County is the 39th largest of 72 Wisconsin counties by population. A median home costs 3.4 times median household income, which is moderately unaffordable by national standards. Residents 65 and over outnumber those under 18, at 28.3 percent against 16.7 percent, which points demand at health care, services and single story product rather than schools.
US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Oneida County
Is Oneida County's population growing?
- Population, July 1, 202438,175
- Census 2020 base population37,847
- Population change since the 2020 census base0.87 percent
- Population change, 2023 to 2024-14
- Births, 2024244
- Deaths, 2024556
- Natural change, 2024-312
- Net domestic migration, 2024260
- Net international migration, 202440
- Total net migration, 2024300
- Cumulative net domestic migration, 2021 to 20241,449
- Rank by growth among US county-equivalents1526th of 3,144
The county has grown 0.87 percent since the 2020 census base. Deaths exceeded births in 2024 by more than net migration added, so the population fell even though more people moved in than left.
US Census Bureau, Population Estimates Program, Vintage 2024, Vintage 2024, estimates 2020 to 2024.
Oneida County
Where are people moving to Oneida County from?
- Tax returns filed by households arriving1,183
- People arriving, from those returns1,992
- Tax returns filed by households leaving1,077
- Net household movement106
- Adjusted gross income arriving$103.9 m
- Net adjusted gross income movement$28.5 m
- Average income of an arriving household$87,844
- Average income of a leaving household$70,024
- Largest single originVilas County (179 households)
- Largest single destinationVilas County (155 households)
| Origin | Households | People | Adjusted gross income |
|---|---|---|---|
| Vilas County | 179 | 288 | $11.3 m |
| Marathon County | 80 | 137 | $7.7 m |
| Lincoln County | 62 | 114 | $4.2 m |
| Dane County | 45 | 75 | $10.0 m |
| Waukesha County | 41 | 69 | $5.5 m |
| Milwaukee County | 38 | 63 | $2.4 m |
| Brown County | 30 | 51 | $2.8 m |
| Cook County | 26 | 41 | $2.2 m |
Households arriving report $17,820 more average income than households leaving, so the migration is raising local spending power rather than just moving it around. The largest single source of arrivals is Vilas County, which is the catchment a retail or multifamily study should look at first.
US Internal Revenue Service, Statistics of Income county migration flows, 2021 to 2022 filing years.
Oneida County
What is the Oneida County economy?
- County GDP, 2024$2.43 bn
- County GDP, 2023$2.33 bn
- GDP change, 2023 to 20244.4 percent
- GDP change over five years31.7 percent
- Rank by GDP among the Wisconsin areas BEA publishes33rd of 72
- Rank by GDP among the US county areas BEA publishes1121st of 3,127
- GDP per resident$63,710
Output grew 4.4 percent in the latest year and 31.7 percent over five, which is the trend line a lender will read behind any single year figure.
US Bureau of Economic Analysis, Regional, table CAGDP2, CAGDP2, through 2024.
Oneida County
Employment by industry in Oneida County
- Covered employment, annual average16,637
- Establishments reporting1,496
- Average annual pay$53,857
- Average weekly wage$1,036
- Health care and social assistance, employment3,060
- Health care and social assistance, average annual pay$78,825
- Retail trade, employment3,032
- Retail trade, average annual pay$34,957
- Accommodation and food services, employment2,090
- Accommodation and food services, average annual pay$23,423
- Manufacturing, employment1,594
- Manufacturing, average annual pay$66,271
- Construction, employment913
- Other services, except public administration, employment581
| Sector | Employment | Establishments | Average annual pay |
|---|---|---|---|
| Health care and social assistance | 3,060 | 224 | $78,825 |
| Retail trade | 3,032 | 208 | $34,957 |
| Accommodation and food services | 2,090 | 203 | $23,423 |
| Manufacturing | 1,594 | 49 | $66,271 |
| Construction | 913 | 202 | $64,458 |
| Other services, except public administration | 581 | 100 | $38,675 |
| Administrative and support and waste management services | 446 | 68 | $39,932 |
| Finance and insurance | 331 | 59 | $82,818 |
Health care and social assistance is the largest private sector at 3,060 jobs, 18.4 percent of covered employment.
US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages.
Oneida County
How many businesses are in Oneida County?
- Establishments, all industries1,387
- Employment at those establishments13,728
- Annual payroll$683.4 m
- Establishments per 1,000 residents36.3
These are counts of establishments physically operating in the county, not listings, so they are the supply side a feasibility study measures demand against. County Business Patterns counts private establishments with paid employees in March 2023, while the Quarterly Census of Employment and Wages above counts every unemployment-insured employer, public ones included, as a 2024 annual average, so the two establishment and employment counts differ.
US Census Bureau, County Business Patterns, 2023.
Oneida County
Building permits in Oneida County
- Housing units authorized by permit, 2024293
- Declared construction value permitted$125.5 m
- Single family units authorized293
- Multifamily units authorized0
- Multifamily share of units0.0 percent
- Average declared value per unit$428,191
- Units authorized per 1,000 households16.7
Single-family homes are 100.0 percent of units authorized, so the pipeline is predominantly single-family.
US Census Bureau, Building Permits Survey, 2024 annual.
Oneida County
SBA loans in Oneida County (7(a) and 504)
- 7(a) approvals recorded36
- 7(a) gross approval dollars$17.6 m
- Average 7(a) approval$488,289
- Median 7(a) approval$273,400
- 10th percentile approval$33,200
- 90th percentile approval$1,257,500
- Largest single approval$2,378,000
- Jobs reported supported, 7(a)332
- Jobs per approval9.2
- Distinct 7(a) lenders active17
- Distinct industries receiving approvals21
- Median 7(a) term120 months
- Share of loans on real estate terms, 240 months or longer30.6 percent
- Loans on real estate terms11
- Loans on working capital terms, 120 months or shorter23
- Franchise loans0
- Franchise share of approvals0.0 percent
- Leading industry by approval countFull-Service Restaurants (6)
- Most active lenderNicolet National Bank (8)
- 504 approvals recorded25
- 504 gross approval dollars$18.9 m
- Average 504 approval$757,360
- Median 504 approval$459,000
- Distinct CDCs active2
- 504 jobs per approval6.0
- 504 jobs per million dollars approved8.0
- Most active CDCWBD, Inc. (24)
- Combined SBA approval dollars, 7(a) FY2020 to FY2026 and 504 FY2010 to FY2026$36.5 m
The average approval of $488,289 sits well above the median of $273,400, pulled up by a few larger deals, so the median is the better guide to what a typical borrower here gets. 30.6 percent of approvals run on real estate terms of 240 months or more, so this is a market where SBA credit is buying buildings, not just funding operations.
US Small Business Administration, 7(a) FOIA release, FY2020 to FY2026 year to date, as of 2026-06-30. US Small Business Administration, 504 FOIA release, FY2010 to FY2026 year to date, as of 2026-06-30.
Oneida County
SBA loan default and charge-off rates in Oneida County
Do SBA loans in Oneida County get paid back?
- Loans with a final outcome recorded7
- Paid in full7
- Charged off0
- Status: Paid in full7
- Status: Exempt from disclosure25
- Status: Cancelled3
- Status: Committed, not yet disbursed1
Only 7 loans have reached a final outcome, fewer than the 30 a charge-off rate needs, so no rate is published.
Compare against the national and state SBA charge-off rates, computed the same way over resolved loans only.
US Small Business Administration, 7(a) FOIA release, FY2020 to FY2026 year to date, as of 2026-06-30.
Oneida County
SBA lending by place in Oneida County
- Borrower cities with recorded lending6
- Rhinelander, approvals14
- Minocqua, approvals13
- Three Lakes, approvals6
- Saint Germain, approvals1
- Marinette, approvals1
- Woodruff, approvals1
| Borrower city | Approvals | Gross approval dollars |
|---|---|---|
| Rhinelander | 14 | $5,105,700 |
| Minocqua | 13 | $9,425,500 |
| Three Lakes | 6 | $1,432,200 |
| Saint Germain | 1 | $1,255,000 |
| Marinette | 1 | $350,000 |
| Woodruff | 1 | $10,000 |
Rhinelander accounts for 14 approvals against 13 in Minocqua. County level figures average over that gap, which is why a site decision is made at the submarket rather than the county.
US Small Business Administration, 7(a) FOIA release, FY2020 to FY2026 year to date, as of 2026-06-30.
Oneida County
How large is Oneida County?
- Land area1,113 sq mi
- Rank by land area among Wisconsin counties10th of 72
- Width, east to west48.2 mi
- Height, north to south30.2 mi
- Geographies sharing a boundary5
- Residents per square mile of land34
- Establishments per square mile1.25
US Census Bureau county boundary geometry, TIGER, adjacency computed from shared boundary vertices, TIGER county boundaries. US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year. US Census Bureau, County Business Patterns, 2023.
Oneida County
Flood risk in Oneida County
- Participation of the county's own NFIP community Oneida County, unincorporated areasParticipating, community 550579
- Communities in the county in the NFIP Community Status Book2
- Of those, participating in the NFIP2
- NFIP participation rate100.0 percent
- Communities carrying a CRS class0
- Radon levels in Oneida County, EPA zone predicted average indoor radon screening level from 2 to 4 pCi/LZone 2
The county's own community in the status book, unincorporated Oneida County (community 550579), participates in the National Flood Insurance Program and carries no Community Rating System class, so no CRS premium discount applies there. The EPA places Oneida County in radon zone 2, a predicted average indoor radon screening level from 2 to 4 pCi/L. The zone is a screening prediction for the county and does not substitute for a test at an address. 100.0 percent of the county's listed communities participate in the National Flood Insurance Program, per Federal Emergency Management Agency, NFIP Community Status Book (OpenFEMA), as of 2026-09-26.
Federal Emergency Management Agency, NFIP Community Status Book (OpenFEMA), as of 2026-09-26. US EPA, Map of Radon Zones, county spreadsheet, 2024-05 publication, EPA 402/A-16/001.
Coverage
What this page does not hold.
Traffic counts, zoning and the flood zone at an address are not on this page; they resolve at the address in the platform. How this page was built →
Feasibility studies
When a Oneida County site needs a document a lender will accept.
The same data layer behind this page is the one the studies are written from. A study for a Oneida County site starts with the figures you are reading, carrying the same source and period into the credit file.
- Population, American Community Survey 2020-202438,167
- Households17,493
- Average household size2.18
- Median household income$69,371
- Median age52.7
Common questions
Oneida County questions, answered from the record.
How many people live in Oneida County, Wisconsin?
The Census Bureau estimates 38,175 residents on July 1, 2024 (US Census Bureau, Population Estimates Program, Vintage 2024). The American Community Survey 2020-2024 five-year estimate is 38,167, in 17,493 households, ranking 39th of 72 Wisconsin counties. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Is Oneida County's population growing?
The population has grown 0.87 percent since the 2020 census base of 37,847, to 38,175 on July 1, 2024. In 2024 there were 244 births against 556 deaths, with net migration of 300. Source: US Census Bureau, Population Estimates Program, Vintage 2024, Vintage 2024, estimates 2020 to 2024.
What is the median household income in Oneida County?
$69,371. The median owner-occupied home is valued at $238,400, which is 3.4 times income, and median gross rent is $885 per month. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
How many businesses are in Oneida County?
1,387 establishments, employing 13,728 people with an annual payroll of $683.4 m. These are establishments physically operating in the county, not listings. Source: US Census Bureau, County Business Patterns, 2023.
What is employment by industry in Oneida County?
Health care and social assistance is the largest private sector at 3,060 jobs, 18.4 percent of covered employment. Covered employment averages 16,637 jobs at an average annual pay of $53,857, or $1,036 a week. Source: US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages.
How much SBA lending happens in Oneida County?
36 7(a) approvals totaling $17.6 m since FY2020, across 17 lenders, with a median approval of $273,400, plus 25 504 approvals worth $18.9 m since FY2010. These are approvals recorded in the release, not loans disbursed.
How many building permits were issued in Oneida County?
293 housing units were authorized by permit in 2024, with a declared construction value of $125.5 m. Multifamily was 0.0 percent of units. Source: US Census Bureau, Building Permits Survey, 2024 annual.
What is the radon zone for Oneida County?
Zone 2, a predicted average indoor radon screening level from 2 to 4 pCi/L. Source: US EPA, Map of Radon Zones, county spreadsheet, 2024-05 publication, EPA 402/A-16/001.
Where do people moving to Oneida County come from?
The largest single origin is Vilas County, with 179 households. Arriving households report an average income of $87,844 against $70,024 for those leaving. Source: US Internal Revenue Service, Statistics of Income county migration flows, 2021 to 2022 filing years.
Are traffic counts available for Oneida County on this page?
No. Annual average daily traffic resolves in the platform rather than in this dataset, so no AADT figure is printed here. It is a gap we know about rather than a figure we estimated.
Is zoning published for Oneida County?
No. Nothing on this page presents parcel level zoning, and where a statutory framework applies it is marked as the statewide frame, to be confirmed locally.
Oneida County
Cities and places in Oneida.
5 Census places lie wholly or partly in Oneida County. All 5 carry enough published place level data for a page of their own and are linked.
| Place | Type | Population | SBA 7(a) approvals, projects in this county | Lies in |
|---|---|---|---|---|
| Rhinelander | city | 8,316 | 14 | Wholly in this county |
| Woodruff | CDP | 580 | 1 | Wholly in this county |
| Minocqua | CDP | 497 | 13 | Wholly in this county |
| Three Lakes | CDP | 410 | 6 | Wholly in this county |
| Lake Tomahawk | CDP | 190 | None recorded | Wholly in this county |
A further 2 of the county's 36 SBA 7(a) approvals are to borrowers in cities that match no Census place in Oneida County, the largest being Saint Germain (1), Marinette (1). Those are postal cities, unincorporated areas and cities outside the county, so no place row claims them; they are counted in the county total above.
Nearby