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Spring Green Area
Chamber of Commerce

Serving the River Valley community of Arena, Lone Rock, Plain and Spring Green

Welcome to the River Valley

We are tucked away in Southwestern Wisconsin along the Wisconsin River and known as the gateway to the Driftless Area. We have breathtaking views and incredible businesses that you will sure to want to take in!

The River Valley is unique in that we have created the River Valley community with four small villages in three counties: Arena, Lone Rock, Plain and Spring Green.

We are extremely proud to be the home to many attractions including three world-renowned attractions: House on the Rock, American Players Theatre and the UNESCO World Heritage Site, Taliesin.  Each brings thousands of visitors to our area and we hope that the visitors will find their way into our many unique shops, galleries, cheese factories, and restaurants.  And maybe stay a night in one of our welcoming motels, campgrounds or Bed and Breakfasts.  We have exactly what you have been dreaming of!

Just 45 minutes from Madison, two hours from Milwaukee, three and a half hours from Chicago and four and a half hours from Minneapolis, makes the River Valley a perfect place for a day trip for a weekend adventure.  We have something for everyone!

We Are River Valley Proud!

Visit the River Valley and you will never want to leave.

We are the River Valley and we consist of the Villages of Arena, Lone Rock, Plain, and Spring Green and twelve surrounding townships.

What’s Happening in the River Valley?

Strassenfest 2025

Saturday, September 20th 

Outdoor German Festival

Alma Ave in Plain, WI

11 am - 5 pm

🍻🥨🎶 Dust off your lederhosen, grab your stein, and get ready to party in Plain at the 9th Annual Strassenfest!

No matter who you are, you’re invited to celebrate with live music, delicious German food, and all the festive sights, sounds, and cheers that make this one of Wisconsin’s favorite German celebrations!

🍺🎶🥨

Annual 8-pin Bowling Tournament

Saturday, Nov 15, 2025

The Phoenix Center, Richland Center

Start times at 3 pm and 6 pm

Join us Saturday, November 15th, at The Phoenix Center in Richland Center for our Annual 8-Pin Bowling Tournament!

✨ Whether you’re out to show off your bowling skills, strike your way to cash prizes 💰🏆, or just have a fun night of networking and friends 🍻🤜🤛🍹, this event is for YOU!

Upcoming Events

What’s New?

Keep it in the Valley Gift Card

The Spring Green Area Chamber of Commerce has all your favorite local retailers, restaurants, services and entertainment in one place. Use the gift card at all participating locations in the valley. There truly is something for everyone!

Corporate Partners

Royal Bank
Riteway Shell
Prem Meats
Cardinal CG
Peoples Communitiy Bank
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