Vernon County, Wisconsin: commercial real estate data.
Vernon County, Wisconsin had an estimated 31,351 residents on July 1, 2024, up 2.0 percent since the 2020 census base of 30,724, across 792 square miles. County output reached $1.54 bn in 2024, 686 establishments operate here, and the SBA record carries 25 7(a) approvals worth $19.2 m since FY2020.
Underlined figures are computed by MMCG Analytics, not published by the agency.
Vernon County
How many people live in Vernon County
- Population, American Community Survey 2020-202431,049
- Households12,424
- Average household size2.50
- Median household income$71,893
- Median age41.9
- Median gross rent$836 per month
- Median owner-occupied home value$223,800
- Home value to household income3.1 times
- Annual rent as a share of median income14.0 percent
- Adults 25 and over with a bachelor degree or higher24.9 percent
- Adults 25 and over with a graduate degree8.5 percent
- Adults 25 and over20,839
- Population under 188,081
- Share under 1826.0 percent
- Population 65 and over6,598
- Share 65 and over21.3 percent
- Working age population, 18 to 6416,370
- Civilian labor force14,231
- Unemployment rate2.5 percent
- Labor force participation, adults 18 and over62.0 percent
- Rank by population among Wisconsin counties42nd of 72
- Rank by population among US county-equivalents, Puerto Rico included1446th of 3,222
Vernon County is the 42nd largest of 72 Wisconsin counties by population. A median home costs 3.1 times median household income, which is moderately unaffordable by national standards. Residents under 18 outnumber those 65 and over, at 26.0 percent against 21.3 percent, a household formation profile rather than a retirement one.
US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Vernon County
Is Vernon County's population growing?
- Population, July 1, 202431,351
- Census 2020 base population30,724
- Population change since the 2020 census base2.04 percent
- Population change, 2023 to 2024208
- Births, 2024392
- Deaths, 2024355
- Natural change, 202437
- Net domestic migration, 2024156
- Net international migration, 202418
- Total net migration, 2024174
- Cumulative net domestic migration, 2021 to 2024370
- Rank by growth among US county-equivalents1160th of 3,144
The county has grown 2.04 percent since the 2020 census base. The population grew in 2024 from both sources: births exceeded deaths and more people moved in than left.
US Census Bureau, Population Estimates Program, Vintage 2024, Vintage 2024, estimates 2020 to 2024.
Vernon County
Where are people moving to Vernon County from?
- Tax returns filed by households arriving711
- People arriving, from those returns1,264
- Tax returns filed by households leaving656
- Net household movement55
- Adjusted gross income arriving$46.3 m
- Net adjusted gross income movement$10.8 m
- Average income of an arriving household$65,056
- Average income of a leaving household$54,044
- Largest single originLa Crosse County (193 households)
- Largest single destinationLa Crosse County (163 households)
| Origin | Households | People | Adjusted gross income |
|---|---|---|---|
| La Crosse County | 193 | 349 | $11.0 m |
| Monroe County | 66 | 130 | $2.8 m |
| Dane County | 38 | 56 | $3.3 m |
| Crawford County | 32 | 59 | $1.2 m |
| Richland County | 31 | 48 | $1.4 m |
| Juneau County | 24 | 45 | $937,000 |
Households arriving report $11,012 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 La Crosse 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.
Vernon County
What is the Vernon County economy?
- County GDP, 2024$1.54 bn
- County GDP, 2023$1.50 bn
- GDP change, 2023 to 20242.9 percent
- GDP change over five years29.1 percent
- Rank by GDP among the Wisconsin areas BEA publishes45th of 72
- Rank by GDP among the US county areas BEA publishes1497th of 3,127
- GDP per resident$49,612
Output grew 2.9 percent in the latest year and 29.1 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.
Vernon County
Employment by industry in Vernon County
- Covered employment, annual average8,718
- Establishments reporting828
- Average annual pay$47,085
- Average weekly wage$905
- Health care and social assistance, employment1,603
- Health care and social assistance, average annual pay$54,441
- Retail trade, employment1,262
- Retail trade, average annual pay$31,279
- Manufacturing, employment840
- Manufacturing, average annual pay$61,144
- Accommodation and food services, employment732
- Accommodation and food services, average annual pay$15,320
- Construction, employment454
- Finance and insurance, employment310
| Sector | Employment | Establishments | Average annual pay |
|---|---|---|---|
| Health care and social assistance | 1,603 | 146 | $54,441 |
| Retail trade | 1,262 | 74 | $31,279 |
| Manufacturing | 840 | 40 | $61,144 |
| Accommodation and food services | 732 | 65 | $15,320 |
| Construction | 454 | 93 | $54,219 |
| Finance and insurance | 310 | 32 | $59,298 |
| Wholesale trade | 252 | 33 | $64,657 |
| Transportation and warehousing | 200 | 39 | $63,997 |
Health care and social assistance is the largest private sector at 1,603 jobs, 18.4 percent of covered employment.
US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages.
Vernon County
How many businesses are in Vernon County?
- Establishments, all industries686
- Employment at those establishments7,182
- Annual payroll$332.2 m
- Establishments per 1,000 residents22.1
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.
Vernon County
Building permits in Vernon County
- Housing units authorized by permit, 2024108
- Declared construction value permitted$31.5 m
- Single family units authorized98
- Multifamily units authorized10
- Multifamily share of units9.3 percent
- Average declared value per unit$291,619
- Units authorized per 1,000 households8.7
Single-family homes are 90.7 percent of units authorized, so the pipeline is predominantly single-family.
US Census Bureau, Building Permits Survey, 2024 annual.
Vernon County
SBA loans in Vernon County (7(a) and 504)
- 7(a) approvals recorded25
- 7(a) gross approval dollars$19.2 m
- Average 7(a) approval$768,120
- Median 7(a) approval$350,000
- 10th percentile approval$39,880
- 90th percentile approval$1,550,080
- Largest single approval$5,000,000
- Jobs reported supported, 7(a)307
- Jobs per approval12.3
- Distinct 7(a) lenders active11
- Distinct industries receiving approvals17
- Median 7(a) term120 months
- Share of loans on real estate terms, 240 months or longer16.0 percent
- Loans on real estate terms4
- Loans on working capital terms, 120 months or shorter21
- Franchise loans1
- Franchise share of approvals4.0 percent
- Leading industry by approval countHighway, Street, and Bridge Construction (3)
- Most active lenderCCFBank National Association (7)
- 504 approvals recorded8
- 504 gross approval dollars$3.9 m
- Average 504 approval$492,250
- Median 504 approval$331,500
- Distinct CDCs active2
- 504 jobs per approval4.1
- 504 jobs per million dollars approved8.4
- Most active CDCWBD, Inc. (7)
- Combined SBA approval dollars, 7(a) FY2020 to FY2026 and 504 FY2010 to FY2026$23.1 m
The average approval of $768,120 sits well above the median of $350,000, pulled up by a few larger deals, so the median is the better guide to what a typical borrower here gets. Only 16.0 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.
Vernon County
SBA loan default and charge-off rates in Vernon County
Do SBA loans in Vernon County get paid back?
- Loans with a final outcome recorded9
- Paid in full9
- Charged off0
- Status: Paid in full9
- Status: Cancelled2
- Status: Exempt from disclosure13
- Status: Committed, not yet disbursed1
Only 9 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.
Vernon County
SBA lending by place in Vernon County
- Borrower cities with recorded lending8
- Chaseburg, approvals9
- Viroqua, approvals7
- Coon Valley, approvals3
- De Soto, approvals2
- Ontario, approvals1
- Stoddard, approvals1
| Borrower city | Approvals | Gross approval dollars |
|---|---|---|
| Chaseburg | 9 | $5,476,000 |
| Viroqua | 7 | $5,933,500 |
| Coon Valley | 3 | $1,584,700 |
| De Soto | 2 | $361,200 |
| Ontario | 1 | $5,000,000 |
| Stoddard | 1 | $525,000 |
| Westby | 1 | $309,600 |
| Genoa | 1 | $13,000 |
Chaseburg accounts for 9 approvals against 7 in Viroqua. 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.
Vernon County
How large is Vernon County?
- Land area792 sq mi
- Rank by land area among Wisconsin counties32nd of 72
- Width, east to west48.2 mi
- Height, north to south21.3 mi
- Geographies sharing a boundary8
- Residents per square mile of land39
- Establishments per square mile0.87
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.
Vernon County
Flood risk in Vernon County
- Participation of the county's own NFIP community Vernon County, unincorporated areasParticipating, community 550450
- Communities in the county in the NFIP Community Status Book11
- Of those, participating in the NFIP11
- NFIP participation rate100.0 percent
- Communities carrying a CRS class0
- Radon levels in Vernon 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 Vernon County (community 550450), participates in the National Flood Insurance Program and carries no Community Rating System class, so no CRS premium discount applies there. The EPA places Vernon 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. 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 Vernon 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 Vernon County site starts with the figures you are reading, carrying the same source and period into the credit file.
- Population, American Community Survey 2020-202431,049
- Households12,424
- Average household size2.50
- Median household income$71,893
- Median age41.9
Common questions
Vernon County questions, answered from the record.
How many people live in Vernon County, Wisconsin?
The Census Bureau estimates 31,351 residents on July 1, 2024 (US Census Bureau, Population Estimates Program, Vintage 2024). The American Community Survey 2020-2024 five-year estimate is 31,049, in 12,424 households, ranking 42nd of 72 Wisconsin counties. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Is Vernon County's population growing?
The population has grown 2.04 percent since the 2020 census base of 30,724, to 31,351 on July 1, 2024. In 2024 there were 392 births against 355 deaths, with net migration of 174. Source: US Census Bureau, Population Estimates Program, Vintage 2024, Vintage 2024, estimates 2020 to 2024.
What is the median household income in Vernon County?
$71,893. The median owner-occupied home is valued at $223,800, which is 3.1 times income, and median gross rent is $836 per month. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
How many businesses are in Vernon County?
686 establishments, employing 7,182 people with an annual payroll of $332.2 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 Vernon County?
Health care and social assistance is the largest private sector at 1,603 jobs, 18.4 percent of covered employment. Covered employment averages 8,718 jobs at an average annual pay of $47,085, or $905 a week. Source: US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages.
How much SBA lending happens in Vernon County?
25 7(a) approvals totaling $19.2 m since FY2020, across 11 lenders, with a median approval of $350,000, plus 8 504 approvals worth $3.9 m since FY2010. These are approvals recorded in the release, not loans disbursed.
How many building permits were issued in Vernon County?
108 housing units were authorized by permit in 2024, with a declared construction value of $31.5 m. Multifamily was 9.3 percent of units. Source: US Census Bureau, Building Permits Survey, 2024 annual.
What is the radon zone for Vernon 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 Vernon County come from?
The largest single origin is La Crosse County, with 193 households. Arriving households report an average income of $65,056 against $54,044 for those leaving. Source: US Internal Revenue Service, Statistics of Income county migration flows, 2021 to 2022 filing years.
Are traffic counts available for Vernon 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 Vernon 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.
Vernon County
Cities and places in Vernon.
12 Census places lie wholly or partly in Vernon 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 |
|---|---|---|---|---|
| Viroqua | city | 4,471 | 7 | Wholly in this county |
| Westby | city | 2,432 | 1 | Wholly in this county |
| Hillsboro | city | 1,353 | None recorded | Wholly in this county |
| Coon Valley | village | 857 | 3 | Wholly in this county |
| Stoddard | village | 823 | 1 | Wholly in this county |
| La Farge | village | 575 | None recorded | Wholly in this county |
| Viola | village | 551 | None recorded | 62.5 percent here, 37.5 percent Richland County |
| De Soto | village | 503 | 2 | 79.7 percent here, 20.3 percent Crawford County |
| Ontario | village | 422 | 1 | Wholly in this county |
| Readstown | village | 381 | None recorded | Wholly in this county |
| Chaseburg | village | 304 | 9 | Wholly in this county |
| Genoa | village | 273 | 1 | Wholly in this county |