Price County, Wisconsin: commercial real estate data.
Price County, Wisconsin had an estimated 14,087 residents on July 1, 2024, up 0.2 percent since the 2020 census base of 14,057, across 1,254 square miles. County output reached $742.9 m in 2024, 369 establishments operate here, and the SBA record carries 27 7(a) approvals worth $8.9 m since FY2020.
Underlined figures are computed by MMCG Analytics, not published by the agency.
Price County
How many people live in Price County
- Population, American Community Survey 2020-202414,092
- Households6,539
- Average household size2.16
- Median household income$60,546
- Median age52.6
- Median gross rent$786 per month
- Median owner-occupied home value$162,500
- Home value to household income2.7 times
- Annual rent as a share of median income15.6 percent
- Adults 25 and over with a bachelor degree or higher17.9 percent
- Adults 25 and over with a graduate degree5.5 percent
- Adults 25 and over10,820
- Population under 182,464
- Share under 1817.5 percent
- Population 65 and over4,015
- Share 65 and over28.5 percent
- Working age population, 18 to 647,613
- Civilian labor force6,271
- Unemployment rate2.9 percent
- Labor force participation, adults 18 and over53.9 percent
- Rank by population among Wisconsin counties66th of 72
- Rank by population among US county-equivalents, Puerto Rico included2217th of 3,222
Price County is the 66th largest of 72 Wisconsin counties by population. A median home costs 2.7 times median household income, which is affordable by national standards. Residents 65 and over outnumber those under 18, at 28.5 percent against 17.5 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.
Price County
Is Price County's population growing?
- Population, July 1, 202414,087
- Census 2020 base population14,057
- Population change since the 2020 census base0.21 percent
- Population change, 2023 to 2024-11
- Births, 202495
- Deaths, 2024215
- Natural change, 2024-120
- Net domestic migration, 2024101
- Net international migration, 20249
- Total net migration, 2024110
- Cumulative net domestic migration, 2021 to 2024485
- Rank by growth among US county-equivalents1756th of 3,144
The county has grown 0.21 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.
Price County
Where are people moving to Price County from?
- Tax returns filed by households arriving422
- People arriving, from those returns740
- Tax returns filed by households leaving354
- Net household movement68
- Adjusted gross income arriving$27.9 m
- Net adjusted gross income movement$8.3 m
- Average income of an arriving household$66,133
- Average income of a leaving household$55,483
- Largest single originMarathon County (26 households)
- Largest single destinationTaylor County (27 households)
| Origin | Households | People | Adjusted gross income |
|---|---|---|---|
| Marathon County | 26 | 40 | $1.7 m |
| Taylor County | 24 | 47 | $1.1 m |
| Ashland County | 21 | 40 | $946,000 |
Households arriving report $10,650 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 Marathon 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.
Price County
What is the Price County economy?
- County GDP, 2024$742.9 m
- County GDP, 2023$747.1 m
- GDP change, 2023 to 2024-0.6 percent
- GDP change over five years21.7 percent
- Rank by GDP among the Wisconsin areas BEA publishes63rd of 72
- Rank by GDP among the US county areas BEA publishes2084th of 3,127
- GDP per resident$52,717
Output grew -0.6 percent in the latest year and 21.7 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.
Price County
Employment by industry in Price County
- Covered employment, annual average4,876
- Establishments reporting434
- Average annual pay$48,882
- Average weekly wage$940
- Manufacturing, employment1,716
- Manufacturing, average annual pay$56,209
- Retail trade, employment552
- Retail trade, average annual pay$29,093
- Professional, scientific and technical services, employment274
- Professional, scientific and technical services, average annual pay$84,156
- Accommodation and food services, employment239
- Accommodation and food services, average annual pay$16,270
- Construction, employment127
- Finance and insurance, employment104
| Sector | Employment | Establishments | Average annual pay |
|---|---|---|---|
| Manufacturing | 1,716 | 38 | $56,209 |
| Retail trade | 552 | 59 | $29,093 |
| Professional, scientific and technical services | 274 | 27 | $84,156 |
| Accommodation and food services | 239 | 32 | $16,270 |
| Construction | 127 | 29 | $62,197 |
| Finance and insurance | 104 | 16 | $45,452 |
| Transportation and warehousing | 69 | 16 | $50,578 |
| Other services, except public administration | 69 | 26 | $41,241 |
Manufacturing is the largest private sector at 1,716 jobs, 35.2 percent of covered employment.
US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages.
Price County
How many businesses are in Price County?
- Establishments, all industries369
- Employment at those establishments3,796
- Annual payroll$183.1 m
- Establishments per 1,000 residents26.2
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.
Price County
Building permits in Price County
- Housing units authorized by permit, 202449
- Declared construction value permitted$14.2 m
- Single family units authorized41
- Multifamily units authorized8
- Multifamily share of units16.3 percent
- Average declared value per unit$289,031
- Units authorized per 1,000 households7.5
Single-family homes are 83.7 percent of units authorized, so the pipeline is predominantly single-family.
US Census Bureau, Building Permits Survey, 2024 annual.
Price County
SBA loans in Price County (7(a) and 504)
- 7(a) approvals recorded27
- 7(a) gross approval dollars$8.9 m
- Average 7(a) approval$328,219
- Median 7(a) approval$130,500
- 10th percentile approval$47,200
- 90th percentile approval$825,320
- Largest single approval$2,362,000
- Jobs reported supported, 7(a)192
- Jobs per approval7.1
- Distinct 7(a) lenders active9
- Distinct industries receiving approvals21
- Median 7(a) term120 months
- Share of loans on real estate terms, 240 months or longer33.3 percent
- Loans on real estate terms9
- Loans on working capital terms, 120 months or shorter17
- Franchise loans2
- Franchise share of approvals7.4 percent
- Leading industry by approval countHotels (except Casino Hotels) and Motels (4)
- Most active lenderForward Bank (13)
- 504 approvals recorded10
- 504 gross approval dollars$9.9 m
- Average 504 approval$991,300
- Median 504 approval$795,500
- Distinct CDCs active1
- 504 jobs per approval6.3
- 504 jobs per million dollars approved6.4
- Most active CDCWBD, Inc. (10)
- Combined SBA approval dollars, 7(a) FY2020 to FY2026 and 504 FY2010 to FY2026$18.8 m
The average approval of $328,219 sits well above the median of $130,500, pulled up by a few larger deals, so the median is the better guide to what a typical borrower here gets. 33.3 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.
Price County
SBA loan default and charge-off rates in Price County
Do SBA loans in Price County get paid back?
- Loans with a final outcome recorded11
- Paid in full11
- Charged off0
- Status: Paid in full11
- Status: Exempt from disclosure12
- Status: Cancelled4
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.
Price County
SBA lending by place in Price County
- Borrower cities with recorded lending6
- Park Falls, approvals13
- Phillips, approvals6
- Prentice, approvals3
- Ogema, approvals3
- Catawba, approvals1
- Kennan, approvals1
| Borrower city | Approvals | Gross approval dollars |
|---|---|---|
| Park Falls | 13 | $1,962,400 |
| Phillips | 6 | $2,395,000 |
| Prentice | 3 | $1,370,500 |
| Ogema | 3 | $734,500 |
| Catawba | 1 | $2,362,000 |
| Kennan | 1 | $37,500 |
Park Falls accounts for 13 approvals against 6 in Phillips. 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.
Price County
How large is Price County?
- Land area1,254 sq mi
- Rank by land area among Wisconsin counties6th of 72
- Width, east to west30.7 mi
- Height, north to south41.7 mi
- Geographies sharing a boundary8
- Residents per square mile of land11
- Establishments per square mile0.29
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.
Price County
Flood risk in Price County
- Participation of the county's own NFIP community Price County, unincorporated areasParticipating, community 550343
- Communities in the county in the NFIP Community Status Book6
- Of those, participating in the NFIP6
- NFIP participation rate100.0 percent
- Communities carrying a CRS class0
- Radon levels in Price 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 Price County (community 550343), participates in the National Flood Insurance Program and carries no Community Rating System class, so no CRS premium discount applies there. The EPA places Price 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 Price 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 Price County site starts with the figures you are reading, carrying the same source and period into the credit file.
- Population, American Community Survey 2020-202414,092
- Households6,539
- Average household size2.16
- Median household income$60,546
- Median age52.6
Common questions
Price County questions, answered from the record.
How many people live in Price County, Wisconsin?
The Census Bureau estimates 14,087 residents on July 1, 2024 (US Census Bureau, Population Estimates Program, Vintage 2024). The American Community Survey 2020-2024 five-year estimate is 14,092, in 6,539 households, ranking 66th of 72 Wisconsin counties. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Is Price County's population growing?
The population has grown 0.21 percent since the 2020 census base of 14,057, to 14,087 on July 1, 2024. In 2024 there were 95 births against 215 deaths, with net migration of 110. Source: US Census Bureau, Population Estimates Program, Vintage 2024, Vintage 2024, estimates 2020 to 2024.
What is the median household income in Price County?
$60,546. The median owner-occupied home is valued at $162,500, which is 2.7 times income, and median gross rent is $786 per month. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
How many businesses are in Price County?
369 establishments, employing 3,796 people with an annual payroll of $183.1 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 Price County?
Manufacturing is the largest private sector at 1,716 jobs, 35.2 percent of covered employment. Covered employment averages 4,876 jobs at an average annual pay of $48,882, or $940 a week. Source: US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages.
How much SBA lending happens in Price County?
27 7(a) approvals totaling $8.9 m since FY2020, across 9 lenders, with a median approval of $130,500, plus 10 504 approvals worth $9.9 m since FY2010. These are approvals recorded in the release, not loans disbursed.
How many building permits were issued in Price County?
49 housing units were authorized by permit in 2024, with a declared construction value of $14.2 m. Multifamily was 16.3 percent of units. Source: US Census Bureau, Building Permits Survey, 2024 annual.
What is the radon zone for Price 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 Price County come from?
The largest single origin is Marathon County, with 26 households. Arriving households report an average income of $66,133 against $55,483 for those leaving. Source: US Internal Revenue Service, Statistics of Income county migration flows, 2021 to 2022 filing years.
Are traffic counts available for Price 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 Price 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.
Price County
Cities and places in Price.
6 Census places lie wholly or partly in Price County. All 6 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 |
|---|---|---|---|---|
| Park Falls | city | 2,318 | 13 | Wholly in this county |
| Phillips | city | 1,602 | 6 | Wholly in this county |
| Prentice | village | 521 | 3 | Wholly in this county |
| Ogema | CDP | 293 | 3 | Wholly in this county |
| Catawba | village | 170 | 1 | Wholly in this county |
| Kennan | village | 112 | 1 | Wholly in this county |