HUDSON — Brooke Fleetwood is still hoping to rent out her elaborate pink, Victorian mansion for $7,250 a night, which includes the stripper pole in the living room.

At Pier 500, one of Hudson’s largest and most popular restaurants, space heaters typically used for ice shacks are being used to warm clear, plastic igloos on the outdoor deck, where diners can share baskets of walleye nuggets, brie cheese curds and chicken meatballs the size of a tennis ball.

Hotel rooms here are going for as much as $500 a night for those lucky enough to have Super Bowl tickets. And in nearby New Richmond, the regional airport, about a 45-minute drive to U.S. Bank Stadium in downtown Minneapolis, is set to cater to more than two dozen private jets. They include a Global 5000 from Van Nuys, California, that has a top speed of 590 mph and will be carrying at least one celebrity who is universally recognizable.

“I can’t say, sorry,” said Mike Demulling, the airport’s director, when asked about the star’s identity. “We’re sworn to secrecy.”

Wisconsin Super Bowl

Workers at the New Richmond Regional Airport guide a privately chartered jet across the tarmac of the airfield on Wednesday. This weekend, the airport, located 45 miles northeast of Minneapolis, will host about 25 jets from around the country and offer hangar space, fuel and de-icing services. The airport is one of many in the region capitalizing on the increased air traffic during Super Bowl weekend.

There are no banners welcoming New England Patriots and Philadelphia Eagles fans and for much of this week, there have been few signs in St. Croix County that the NFL’s biggest event is happening an easy commute from downtown Hudson. It’s the equivalent of driving from Verona to Sun Prairie, although with a bit more traffic and the crossing of the St. Croix River instead of the Yahara.

But homeowners and businesses in this county of 87,513 people who split their allegiances between the Packers and Vikings are hoping to cash in even though their favorite teams aren’t in the big game. The degree to which they profit, however, likely won’t be known until Sunday night.

“It’ll be fun to have some new guests that have probably never been to our area,” said Mary Weller, Hudson’s tourism director who has lived in the city of 12,719 for 32 years. “Everybody has their opinion (on the economic impact). I figured we would have rooms rented, and there were some people who thought we wouldn’t rent out any rooms. I didn’t think we’d be sold out, but I figured we have rooms rented, and we do.”

Hudson on display

as ‘a destination


At the 66-room Comfort Suites hotel along Interstate 94, a few rooms for the weekend were still available Thursday for $259 per night, about $150 above the typical rate. Next door, at the 83-room Hampton Inn & Suites, all of the rooms have been booked for the weekend for $499 a night, which requires a three-night minimum stay, beginning Friday. On most winter weekends, the hotel, which opened in 2016 and includes a saltwater pool, is crawling with youth hockey families from around the Midwest. But this weekend, the guest list will include visitors from Manchester, Pennsylvania; Philadelphia; Las Vegas; Laguna Beach, California; and Houston, Texas.

Wisconsin Super Bowl

The city of Hudson moved its annual balloon festival to last weekend so it wouldn't conflict with the Super Bowl in nearby Minneapolis. It's unclear if the business this weekend in Hudson's historic downtown will match that of the highly popular balloon festival.

Complimentary breakfasts are served year-round at the hotel, but on Friday night, there will be free chicken wings and pizza from the Green Mill restaurant across the street, all in an effort to welcome a once-in-a-generation crowd.

“I’m hoping (the Super Bowl) at least really shows people Hudson as a destination spot,” said Wade Scribner, the hotel’s general manager. “It would be great to get them to come back. It is a beautiful town.”

The city’s historic downtown is located along the river and over the last several years has been rejuvenated with bars and restaurants, art galleries, clothing stores and gift shops. There are plans to improve public access to the river and make upgrades to the docks and the dike. The former post office building here has been converted to a bar and restaurant, while Knoke’s Chocolates & Nuts, an awarding winning chocolate and ice cream shop fancied by Martha Stewart, is located across the street. LoLo American Kitchen & Craft Bar opened in fall 2016 on the south side of the downtown.

Just a few blocks to the north, Justin Terbeest and Brian Priefer opened Hop & Barrel Brewing Co. in December. It features an 18-barrel brewing system and will soon have its own canning line. The tasting room looks over Second Street South and serves up IPAs like Hudson Haze and Hudson Fog along with Minnesconsin Lager, a nod to the border.

Wisconsin Super Bowl

Gene Tschumperlin, 78, who has lived in Hudson for 45 years, looks out Tuesday on a mostly quiet downtown street in the city while enjoying a chocolate peanut butter ice cream cone at Knoke's Chocolates and Nuts. Few Super Bowl visitors were in the city of 12,719 this week, but more were expected by the weekend. 

This weekend is typically reserved for the Hudson Hot Air Affair, one of the largest hot air balloon festivals in the Midwest, but the event was moved to last weekend because of the Super Bowl. Terbeest had big crowds for the balloon festival but doubts the Super Bowl will mean similar business at his brewery.

“I think within certain circles in the Twin Cities, people are making a lot of money off of it,” Terbeest said. “I think out this far, you’d have to be something pretty unique or a hotel or a place to rest your head. I don’t really foresee us or too many restaurants making a lot of extra off of it. Maybe it would have been a little different had a local team made it in, but I don’t think we’ll see much more business.”

Homeowners try to cash in

Homeowners in Wisconsin are also trying to cash in on the Super Bowl. Several properties are listed on sites like Airbnb and Vacation Rental By Owner. They include a one-bedroom, one-bath cottage on Hudson’s north side for $106 a night and a four-bedroom home on the city’s south side for $1,250 a night with a five-night minimum. There’s also a three-bedroom luxury home for six guests going for $8,000 a night just off the Interstate. But the most eye-popping property is slightly less expensive but in Hudson’s historic district.

Wisconsin Super Bowl

Brooke Fleetwood, who says she "always wanted to live in a dollhouse," is hoping to rent her elaborately restored Victorian home in Hudson to Super Bowl LII visitors willing to pay her asking price of $7,250 a night. Fleetwood, who has her own line of cosmetics and skin care products and runs a beauty shop in Hudson, is hoping her home's unique character will draw interest from the game's well-heeled attendees.

The 4,400-square-foot, four bedroom home built in 1883 has been owned for the last three years by Fleetwood, 29, who has her own beauty business and line of makeup and skin care products, and her husband, John Stern, a contractor. The house, which is painted pink, can sleep 14 people and includes a workout room, is filled with pink and purple wallpaper, oversized ornate furniture and a stripper pole in the living room. There’s also access to two pink Cadillac Escalades and a Mercedes Benz. The litter of five Shar-Pei puppies born late last month will be temporarily moved, but the globes of goldfish that hang on the purple kitchen wall will remain.

“It’s got to be a celebrity with money,” Fleetwood said, when asked about likely tenants during a tour of the home. “I got the idea from a client and figured why not. Let’s see if it rents. People are here for football, so they’ll have to like pink. There will have to be some girls involved.”

Victorian 'dollhouse'

This 4,400-square-foot home built in 1883 in Hudson can sleep 14 people and is being offered for $7,250 a night. As of late Thursday, the owners of the home had not had any takers.

About 20 miles to the northeast, the New Richmond Regional Airport, which is advertising itself as “your Super Bowl ready airport,” is expecting about 25 private jets that will pay anywhere from $70 to $250 per day to park, but will also have access to fuel and de-icing services. Some arrived Thursday, with others landing as late as Sunday. Departures on the 5,507-foot runway are scheduled for late Sunday through Tuesday but, due to the increased air traffic around the Twin Cities this weekend, the airport is limited to one take-off and one landing per hour.

“Getting out of this area is the big challenge. Everybody’s looking for that preferred time slot,” said Demulling, who will be living in the airport through Tuesday and has a team of 20 volunteers helping with airport operations. Some are giving up their own hangars for the weekend. “We’re really getting about five to six weeks of business in one weekend. To me, it’s a chance to utilize the airport to its fullest potential.”

“I’m hoping (the Super Bowl) at least really shows people Hudson as a destination spot. It would be great to get them to come back. It is a beautiful town.” Wade Scribner, general manager of Hampton Inn & Suites in Hudson

Barry Adams covers regional and business news for the Wisconsin State Journal.