Portage County, Wisconsin: commercial real estate data.
Portage County, Wisconsin had an estimated 72,040 residents on July 1, 2024, up 2.4 percent since the 2020 census base of 70,375, across 801 square miles. County output reached $5.84 bn in 2024, 1,715 establishments operate here, and the SBA record carries 49 7(a) approvals worth $28.6 m since FY2020.
Underlined figures are computed by MMCG Analytics, not published by the agency.
Portage County
How many people live in Portage County
- Population, American Community Survey 2020-202470,832
- Households29,679
- Average household size2.39
- Median household income$76,070
- Median age38.0
- Median gross rent$940 per month
- Median owner-occupied home value$243,100
- Home value to household income3.2 times
- Annual rent as a share of median income14.8 percent
- Adults 25 and over with a bachelor degree or higher34.0 percent
- Adults 25 and over with a graduate degree10.0 percent
- Adults 25 and over46,544
- Population under 1813,294
- Share under 1818.8 percent
- Population 65 and over12,990
- Share 65 and over18.3 percent
- Working age population, 18 to 6444,548
- Civilian labor force39,192
- Unemployment rate3.2 percent
- Labor force participation, adults 18 and over68.1 percent
- Rank by population among Wisconsin counties23rd of 72
- Rank by population among US county-equivalents, Puerto Rico included782nd of 3,222
Portage County is the 23rd largest of 72 Wisconsin counties by population. A median home costs 3.2 times median household income, which is moderately unaffordable by national standards. Residents under 18 outnumber those 65 and over, at 18.8 percent against 18.3 percent, a household formation profile rather than a retirement one.
US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Portage County
Is Portage County's population growing?
- Population, July 1, 202472,040
- Census 2020 base population70,375
- Population change since the 2020 census base2.37 percent
- Population change, 2023 to 2024579
- Births, 2024539
- Deaths, 2024588
- Natural change, 2024-49
- Net domestic migration, 2024396
- Net international migration, 2024228
- Total net migration, 2024624
- Cumulative net domestic migration, 2021 to 20241,163
- Rank by growth among US county-equivalents1048th of 3,144
The county has grown 2.37 percent since the 2020 census base. Deaths exceeded births in 2024 and the population still grew, so all of the growth came from people moving in. A market held up by migration is more sensitive to a change in relative cost than one growing from household formation.
US Census Bureau, Population Estimates Program, Vintage 2024, Vintage 2024, estimates 2020 to 2024.
Portage County
Where are people moving to Portage County from?
- Tax returns filed by households arriving1,864
- People arriving, from those returns3,033
- Tax returns filed by households leaving1,878
- Net household movement-14
- Adjusted gross income arriving$103.6 m
- Net adjusted gross income movement$568,000
- Average income of an arriving household$55,565
- Average income of a leaving household$54,849
- Largest single originWood County (301 households)
- Largest single destinationWood County (300 households)
| Origin | Households | People | Adjusted gross income |
|---|---|---|---|
| Wood County | 301 | 506 | $13.2 m |
| Marathon County | 179 | 263 | $8.3 m |
| Waupaca County | 113 | 196 | $5.8 m |
| Dane County | 66 | 101 | $4.8 m |
| Milwaukee County | 64 | 100 | $3.5 m |
| Waushara County | 57 | 102 | $2.1 m |
| Brown County | 45 | 56 | $2.1 m |
| Winnebago County | 43 | 80 | $2.6 m |
Households arriving report $716 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 Wood 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.
Portage County
What is the Portage County economy?
- County GDP, 2024$5.84 bn
- County GDP, 2023$5.52 bn
- GDP change, 2023 to 20245.7 percent
- GDP change over five years35.0 percent
- Rank by GDP among the Wisconsin areas BEA publishes19th of 72
- Rank by GDP among the US county areas BEA publishes658th of 3,127
- GDP per resident$82,397
Output grew 5.7 percent in the latest year and 35.0 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.
Portage County
Employment by industry in Portage County
- Covered employment, annual average33,088
- Establishments reporting1,939
- Average annual pay$56,889
- Average weekly wage$1,094
- Manufacturing, employment4,798
- Manufacturing, average annual pay$59,044
- Finance and insurance, employment4,122
- Finance and insurance, average annual pay$98,872
- Retail trade, employment4,039
- Retail trade, average annual pay$31,859
- Health care and social assistance, employment3,238
- Health care and social assistance, average annual pay$60,062
- Accommodation and food services, employment3,134
- Transportation and warehousing, employment1,849
| Sector | Employment | Establishments | Average annual pay |
|---|---|---|---|
| Manufacturing | 4,798 | 83 | $59,044 |
| Finance and insurance | 4,122 | 124 | $98,872 |
| Retail trade | 4,039 | 214 | $31,859 |
| Health care and social assistance | 3,238 | 312 | $60,062 |
| Accommodation and food services | 3,134 | 209 | $18,821 |
| Transportation and warehousing | 1,849 | 84 | $57,530 |
| Professional, scientific and technical services | 1,338 | 121 | $86,498 |
| Construction | 1,251 | 166 | $67,160 |
Manufacturing is the largest private sector at 4,798 jobs, 14.5 percent of covered employment.
US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages.
Portage County
How many businesses are in Portage County?
- Establishments, all industries1,715
- Employment at those establishments29,656
- Annual payroll$1.62 bn
- Establishments per 1,000 residents24.2
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.
Portage County
Building permits in Portage County
- Housing units authorized by permit, 2024279
- Declared construction value permitted$66.3 m
- Single family units authorized114
- Multifamily units authorized165
- Multifamily share of units59.1 percent
- Average declared value per unit$237,643
- Units authorized per 1,000 households9.4
Multifamily is 59.1 percent of units authorized, so the pipeline is being built for renters rather than buyers.
US Census Bureau, Building Permits Survey, 2024 annual.
Portage County
SBA loans in Portage County (7(a) and 504)
- 7(a) approvals recorded49
- 7(a) gross approval dollars$28.6 m
- Average 7(a) approval$582,739
- Median 7(a) approval$274,000
- 10th percentile approval$24,820
- 90th percentile approval$2,018,240
- Largest single approval$3,562,800
- Jobs reported supported, 7(a)708
- Jobs per approval14.4
- Distinct 7(a) lenders active29
- Distinct industries receiving approvals30
- Median 7(a) term120 months
- Share of loans on real estate terms, 240 months or longer18.4 percent
- Loans on real estate terms9
- Loans on working capital terms, 120 months or shorter39
- Franchise loans14
- Franchise share of approvals28.6 percent
- Leading industry by approval countCarpet and Upholstery Cleaning Services (5)
- Most active lenderPrevail Bank (7)
- 504 approvals recorded27
- 504 gross approval dollars$29.1 m
- Average 504 approval$1,076,074
- Median 504 approval$610,000
- Distinct CDCs active2
- 504 jobs per approval13.0
- 504 jobs per million dollars approved12.0
- Most active CDCWBD, Inc. (26)
- Combined SBA approval dollars, 7(a) FY2020 to FY2026 and 504 FY2010 to FY2026$57.6 m
The average approval of $582,739 sits well above the median of $274,000, pulled up by a few larger deals, so the median is the better guide to what a typical borrower here gets. Only 18.4 percent of approvals run on real estate terms, so SBA credit here is mostly working capital and equipment rather than property acquisition.
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.
Portage County
SBA loan default and charge-off rates in Portage County
Do SBA loans in Portage County get paid back?
- Loans with a final outcome recorded11
- Paid in full11
- Charged off0
- Status: Paid in full11
- Status: Exempt from disclosure27
- Status: Cancelled10
- Status: Committed, not yet disbursed1
Only 11 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.
Portage County
SBA lending by place in Portage County
- Borrower cities with recorded lending5
- Stevens Point, approvals28
- Plover, approvals16
- Amherst Junction, approvals2
- Junction City, approvals2
- Custer, approvals1
| Borrower city | Approvals | Gross approval dollars |
|---|---|---|
| Stevens Point | 28 | $20,397,400 |
| Plover | 16 | $6,984,000 |
| Amherst Junction | 2 | $1,050,100 |
| Junction City | 2 | $72,700 |
| Custer | 1 | $50,000 |
Stevens Point accounts for 28 approvals against 16 in Plover. 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.
Portage County
How large is Portage County?
- Land area801 sq mi
- Rank by land area among Wisconsin counties29th of 72
- Width, east to west30.7 mi
- Height, north to south30.5 mi
- Geographies sharing a boundary5
- Residents per square mile of land88
- Establishments per square mile2.14
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.
Portage County
Flood risk in Portage County
- Participation of the county's own NFIP community Portage County, unincorporated areasParticipating, community 550572
- Communities in the county in the NFIP Community Status Book8
- Of those, participating in the NFIP7
- NFIP participation rate87.5 percent
- Communities carrying a CRS class0
- Radon levels in Portage County, EPA zone predicted average indoor radon screening level greater than 4 pCi/LZone 1
The county's own community in the status book, unincorporated Portage County (community 550572), participates in the National Flood Insurance Program and carries no Community Rating System class, so no CRS premium discount applies there. The EPA places Portage County in radon zone 1, a predicted average indoor radon screening level greater than 4 pCi/L. The zone is a screening prediction for the county and does not substitute for a test at an address. 87.5 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 Portage 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 Portage County site starts with the figures you are reading, carrying the same source and period into the credit file.
- Population, American Community Survey 2020-202470,832
- Households29,679
- Average household size2.39
- Median household income$76,070
- Median age38.0
Common questions
Portage County questions, answered from the record.
How many people live in Portage County, Wisconsin?
The Census Bureau estimates 72,040 residents on July 1, 2024 (US Census Bureau, Population Estimates Program, Vintage 2024). The American Community Survey 2020-2024 five-year estimate is 70,832, in 29,679 households, ranking 23rd of 72 Wisconsin counties. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Is Portage County's population growing?
The population has grown 2.37 percent since the 2020 census base of 70,375, to 72,040 on July 1, 2024. In 2024 there were 539 births against 588 deaths, with net migration of 624. Source: US Census Bureau, Population Estimates Program, Vintage 2024, Vintage 2024, estimates 2020 to 2024.
What is the median household income in Portage County?
$76,070. The median owner-occupied home is valued at $243,100, which is 3.2 times income, and median gross rent is $940 per month. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
How many businesses are in Portage County?
1,715 establishments, employing 29,656 people with an annual payroll of $1.62 bn. These are establishments physically operating in the county, not listings. Source: US Census Bureau, County Business Patterns, 2023.
What is employment by industry in Portage County?
Manufacturing is the largest private sector at 4,798 jobs, 14.5 percent of covered employment. Covered employment averages 33,088 jobs at an average annual pay of $56,889, or $1,094 a week. Source: US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages.
How much SBA lending happens in Portage County?
49 7(a) approvals totaling $28.6 m since FY2020, across 29 lenders, with a median approval of $274,000, plus 27 504 approvals worth $29.1 m since FY2010. These are approvals recorded in the release, not loans disbursed.
How many building permits were issued in Portage County?
279 housing units were authorized by permit in 2024, with a declared construction value of $66.3 m. Multifamily was 59.1 percent of units. Source: US Census Bureau, Building Permits Survey, 2024 annual.
What is the radon zone for Portage County?
Zone 1, a predicted average indoor radon screening level greater than 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 Portage County come from?
The largest single origin is Wood County, with 301 households. Arriving households report an average income of $55,565 against $54,849 for those leaving. Source: US Internal Revenue Service, Statistics of Income county migration flows, 2021 to 2022 filing years.
Are traffic counts available for Portage 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 Portage 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.
Portage County
Cities and places in Portage.
12 Census places lie wholly or partly in Portage County. All 12 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 |
|---|---|---|---|---|
| Stevens Point | city | 25,785 | 28 | Wholly in this county |
| Plover | village | 13,884 | 16 | Wholly in this county |
| Whiting | village | 1,493 | None recorded | Wholly in this county |
| Amherst | village | 1,113 | None recorded | Wholly in this county |
| Polonia | CDP | 776 | None recorded | Wholly in this county |
| Bancroft | CDP | 673 | None recorded | Wholly in this county |
| Park Ridge | village | 626 | None recorded | Wholly in this county |
| Rosholt | village | 460 | None recorded | Wholly in this county |
| Almond | village | 441 | None recorded | Wholly in this county |
| Amherst Junction | village | 341 | 2 | Wholly in this county |
| Junction City | village | 311 | 2 | Wholly in this county |
| Nelsonville | village | 190 | None recorded | Wholly in this county |
A further 1 of the county's 49 SBA 7(a) approvals are to borrowers in cities that match no Census place in Portage County, the largest being Custer (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