Sturgeon Bay, WI

  • Overview
  • Performance
  • Listings
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Key Performance Metrics

Market snapshot

Performance indicators for the Sturgeon Bay short-term rental market based on reliable data.

Listings

280 / 620

Reliable / Active

Cap Rate

10%

Middle-Earners Gross Yield

Revenue

$39,542

Middle-Earners Revenue

Occupancy

56%

Middle-Earners Occupancy

Home Value

$386,058

Median Home Sale Price

Top Earners

$90,901

Top-Earners Revenue

Sturgeon Bay

Market Revenue Seasonality

Top Listings

Highest revenue

The highest-performing listings in Sturgeon Bay.

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B

Generally Investor friendly

Sturgeon Bay Regulations

STRs are clearly allowed citywide with a simple, $100 annual city TRH license, a free Door County lodging permit, and an annual DATCP license/inspection; there are no occupancy caps and over 100 active units, indicating a permissive stance. The main burdens are multi‑layer permitting (county, state, city), monthly room‑tax filing, and an inspection, but the process is known and manageable.

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About Sturgeon Bay

Sturgeon Bay is a small waterfront city in Door County, Wisconsin, situated on the Door Peninsula where the waters of Green Bay meet Lake Michigan via a scenic ship canal. With a population of approximately 9,000, it serves as the county seat of Door County and functions as the southern gateway to one of the Midwest's most popular vacation regions. The city blends a working maritime character, with active shipyards and fishing tugs, alongside a walkable historic downtown filled with locally owned shops, galleries, and restaurants. Sturgeon Bay sits roughly 45 miles northeast of Green Bay and approximately 150 miles north of Milwaukee, making it a manageable drive for visitors coming from Wisconsin's larger metropolitan areas as well as from the Chicago area a few hours to the south.

One of the most significant natural attractions just outside the city is Potawatomi State Park, located just a few minutes north of downtown along the bay's western shore. The park offers wooded hiking trails, a tower with views over the bay, a campground, and shoreline access that draws visitors during summer and fall color seasons. It provides an easy first taste of the outdoor recreation that defines the peninsula.

A short drive north along the coast brings travelers to Whitefish Dunes State Park, known for its wide sandy beach along Lake Michigan, towering dunes, and a nature center with interpretive programs. The park is popular with families for its accessible shoreline and with hikers for trails that wind through beech and maple forest. The contrast between the calm bay waters of Sturgeon Bay and the open lake shoreline here gives visitors two very different waterfront experiences within a few miles of one another.

Within the city itself, the Door County Maritime Museum celebrates the region's shipbuilding and Great Lakes shipping heritage through exhibits on schooners, wooden boats, and the working boats that still use the local ship canal. The museum, located on the waterfront near the historic steel bridge, ties the modern visitor experience to the industrial and nautical history that has long defined the community.

Sturgeon Bay works well as a base for short-term rentals because it offers the conveniences of a small city, including lodging, dining, and services, while sitting at the entry point to the broader Door County experience. Visitors staying in the city can spend their days exploring state parks, lighthouses, and orchards further up the peninsula, and then return each evening to a compact downtown with restaurants and harbor views. The combination of year-round festivals, a four-season climate suited to both summer lake activities and winter sports, and steady tourist traffic passing through to the rest of Door County supports consistent demand for well-located rental properties.

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