Local business to take over concessions at Riverlife Park

Cheryl Hentz

Contributor

March 2, 2026

WAUSAU – Patrons visiting Riverlife Park’s concession stand can expect upgrades and new menu options beginning this summer.

Sawmill Mini Golf LLC – which operates as Sawmill Adventure Park – has received approval from the City Council to lease and manage the park’s concessions building starting in May.

Dylan Alwin, a principal in Sawmill Mini Golf, said the company’s immediate plan – as outlined in its proposal to the city – is to revitalize the existing concessions building beneath the Bridge Street overpass at 1200 N. River Drive and reopen it as a seasonal ice cream shop.

Alwin said that includes equipping the building with new equipment – such as ice cream machines and blenders – refreshed signage and branding with a new name to come, and a simplified, inviting service model.

The seasonal operation, he said, is slated to run May through October under Sawmill Mini Golf LLC.

Alwin said the ice cream menu he envisions for the first year will focus on the classics – the kinds of treats most people think of when they picture a trip to an ice cream shop.

“We’ll start with the basics – shakes, malts, sundaes, floats, ice cream cones, ice cream flurries [with] topping options and other specialty items,” he said. “And we’ll probably do a few food items right out of the gate, like mini donuts, nachos, light food offerings and drinks as well.”

Alwin said the plan is to get the ice cream operation up and running, establish a solid footing and then explore opportunities to expand and build on that foundation.

“That would be Phase 1 and would cover the first full summer, maybe even into the second summer,” he said. “There might be a point where we can do personal pan pizzas, or more food offerings like a cheese and sausage tray that someone could grab on a date night and go sit by the river and enjoy it for an hour or so. But those things will be determined at a later date.”

Though Sawmill Adventure Park serves hard-serve ice cream in their concession area, Alwin said the Riverlife Park concession stand will offer soft-serve ice cream, something new for them.

“But I have two key managers – my GM and my main manager – who both have many years of experience with soft-serve ice cream and custard,” he said. “So, I think we’re well supported in that area.” 

Staffing the concession stand at Riverlife Park, Alwin said, will likely be a matter of trial and error as they determine how many employees are needed to operate efficiently.

“I think we’ll probably have one full-time person who will be more of a manager or key position at that location,” he said. “And we’ll probably have about 10 of our current staff members from the trampoline park who would be more focused on that location on a part-time basis.” 

Details of the operations agreement

Alwin said the city’s request for proposals called for a minimum operating season of May through October, preferably with a three-year lease. 

To that end, he said Sawmill Adventure Park outlined a three-phase roll-out for the concession stand, with the understanding that Phases 2 and 3 are dependent on several things – performance evaluation, practicality and community response to earlier phases.

Beginning in 2027 or later, Alwin said Phase 2 could include kayak and canoe rentals with optional guided tours highlighting the Wisconsin River’s history and landmarks along the river. 

“We could even collaborate with local historians or outdoor groups if this phase becomes feasible,” he said. 

A possible Phase 3, Alwin said, could include Segway rentals, allowing locals and tourists alike to explore the sights and sounds of downtown Wausau.

Sawmill Adventure Park, he said, has long been committed to giving back to the community, and the Riverlife Park concession stand will continue that effort by promoting local engagement.

“We already contribute quite a bit in donations to various organizations, and we also host an annual jump pass giveaway for all Marathon County foster care kids,” he said. “Giving back has always been a priority for us.”

Alwin said those ongoing community-focused efforts will include creating a board of nonprofit partners, with each organization receiving its own unique discount code.

“When patrons place their order, they’ll be able to select a nonprofit, and 5% of their purchase will be donated directly to that organization,” he said. “We plan to track everything transparently on our website and distribute payments quarterly or biannually, depending on volume. The full details are still coming together, but we’re excited about the impact this can have locally.”

Dollars and cents for the city

Alwin said Sawmill Adventure Park’s proposal includes $5,700 in annual lease payments to the city for 2026 and 2027.

The monthly rent, he said, is staggered, based on the busyness of the season – $1,000 each for June, July and August; $700 in May, September and October; and $100 per month from November through April. 

Alwin said a 3% annual increase would apply for 2028 and beyond.

During a recent finance committee meeting, Jamie Polley – director of Parks, Recreation and Forestry of Marathon County – said the average utility cost for the concessions building runs about $900 per month.  

Though the city had hoped to recoup some of that through the lease, committee members said it was more important to have an active, viable business in the concessions building – one that could draw people in, not just to the park, but to the downtown area as a whole.

Alwin said Sawmill’s initial capital investment is estimated at $30,000 to $40,000.

Though the company was initially asking the city to provide partial assistance with the start-up costs, Alwin said since their original proposal and presentation, they were able to secure 100% of the funding needed to fully build out the concession stand, including all equipment, signage and operational start-up costs.

Furthermore, Alwin said the proposal includes maintaining insurance on an annual basis, with all winterized equipment kept on site to facilitate continued operations in the subsequent year.

“Ultimately, our overall lease was a little bit less than what they wanted, but I think the goal for the city was to get an operator who is hopefully going to be able to stick and make it work well,” he said. 

Though the Sawmill had been selected to operate the concession stand last summer, Alwin said they had to withdraw for health reasons, and the owners of Pho Zone temporarily assumed operations.

Safeguards, he said, have been put into place to prevent having to withdraw again should something unforeseen come up. 

Alwin said his goal is to mirror the experiences and lasting memories made at the Sawmill Adventure Park at the concession stand.

“It is about families having fun together,” he said. “When I see a grandma and grandpa sitting at a picnic table having an ice cream cone at our facility, it just puts a smile on my face.”

Though there are the usual day-to-day pressures of running a business and meeting financial obligations, Alwin said he is supported by a strong team and remains focused on helping families create lasting memories.

“As I get older, I value those moments more and more,” he said. “So, having an opportunity to [operate] a fantastic little concessions building in a great setting in downtown Wausau… I’m very grateful for the opportunity.”

‘Best fit’

Per Common Council minutes from its Feb. 10 meeting, the city received two proposals to operate the concessions building, with the Parks and Finance committees unanimously recommending moving forward with the proposal from Sawmill. 

At the Feb. 10 meeting, Alderperson Sarah Watson, who is also a member of the Parks Committee, said though neither proposal “necessarily tick[ed] all the boxes that we really wanted,” the proposal from Sawmill was the best fit. 

“We want somebody down there, and we think this project sort of fits that vision we had,” she said. “I know the dollars and cents parts might not be ideal…, but I think it’ll draw a lot of customers down there and just be good for the community.”

Though some finance committee members would have liked to have an approved lease to cover the full utility costs, they agreed that having it operational is what’s important. 

“I know the government is not in the business of making a profit, [but] it would at least be nice if we could cover our costs,” Finance Chair Michael Martens said. “But I do agree with Alder Watson – this is an important part of our community, and it will have multiplier effects by having an actively running business. I do support this contract.”

Alwin said he is unsure whether having an established and successful business in the city since March 2019 gave him a competitive advantage in securing the bid, but he believed his proposal – which was approved unanimously by the Common Council – was more closely aligned with what the city was seeking.

“I think… maybe there was a little bit of merit given to the fact that we already operate a concession stand [of sorts] in Sawmill Adventure Park,” he said. “In our trampoline facility, we have a kitchen that does a lot of concession-type items. On a busy Saturday, we can do 200 pizzas that are custom-made, along with nachos, hard-serve ice cream, ICEEs, drinks and so forth. So, we essentially have a concession stand within our current facility.”

Alwin said operating the concession building at Riverlife Park will benefit the entire community by creating an affordable, enjoyable destination for families, tourists and residents.

He said the Sawmill team looks forward to partnering with the City of Wausau to bring that vision to life.

“I see the real value in this for families and opportunities for people who live here or people visiting the area to experience fun, unique activities,” he said.