Business owners in Minocqua say they're getting ahead despite a late start to the crucial summer tourism season.
Chad Bierbraur owns Minocqua Pontoon Cruises. He said July is a good month for his boat business, but this year especially so.
"It's been very busy. Perfect weather. The water is about 80 degrees on the surface," he said.
Bierbraur told us all four of his daily tours are usually booked. In fact, he recommends making reservations in advance.
But that isn't the only mode of transportation getting a lot of business in the Northwoods right now.
"It is our peak time," said DisCab Owner Matthew Daily. He said his employees have been driving non-stop since May.
"On fourth of July we had 45 calls in less than two hours," said Daily.
Minocqua tourism leaders said a late thaw is part of what's causing the July rush. The ice on the lakes didn't thaw until mid-May.
"People really waited a long time to get up here for the first time this year," said Minocqua Chamber of Commerce Executive Director Kim Baltus.
But now that the tourists have arrived, interest in the Minocqua area and its attractions has spiked.
"In the month of June we had over 30,000 hits to our website," said Baltus.
Matthew Daily offered some reasons as to why this summer has been busier than others.
"I think the economy, the weather. It's not too hot," said Daily.
The beauty of the Northwoods doesn't hurt either.
"There's roughly 3,000 lakes in this area," said Bierbraur.
Business owners told us all of that has positioned them to have one of their most profitable summers ever.