Flo is for Florence

Florence County, Wisconsin

Florence, Wisconsin. Flo’s got the story.

Local news, hidden gems, outdoor adventures, and everything worth knowing about Florence County.

News with Flo Explore Florence
Illustration of a smiling woman with red hair in a plaid shirt holding a brochure, with a wooded background and pinecones. Text reads 'florencewi.com' and 'Best Little Town in Wisconsin'.

Come here on purpose

Why Florence?

Florence isn’t on the way to anywhere. You come here on purpose.

There are 265 lakes, two of Wisconsin’s five Wild Rivers, a downtown worth slowing down for, quiet trails, and skies dark enough to see the stars.

Start exploring 2026 County Fair
Illustration of a small town with various storefronts and buildings, including a filling station, bakery, ice cream shop, boat shop, and a phone booth, with trees and a sign that says Florence, Wisconsin, emphasizing it as the best little town in Wisconsin.

All year long

Find Flo in Florence

Follow Florence through every season, visit participating places, and collect your next piece of the story.

Illustration of a woman fishing in a stream during sunset, surrounded by lush green trees and flowers.
Spring in Florence
Digital illustration of a woman in outdoor winter gear walking through a snowy forest trail at sunset, surrounded by snow-covered pine trees with signs indicating it is a trail for Florence County Trails and Florence County Trask.
Winter in Florence
A woman riding a four-wheeler ATV on a dirt trail through an autumn forest with colorful orange and red leaves, mountains in the background, and signs on trees that read "Florence County Trails."
Fall in Florence
A woman with red hair wearing a red and white checkered shirt is celebrating Independence Day. She is standing in the middle of a parade with fireworks in the sky behind her, holding an open book or note. There are American flags, classic cars decorated with patriotic bunting, and people cheering along the street.
Summer in Florence
Get your passport

Pick a route

What brings you to Florence?

Hear the town

WFLO mixes music with Florence County reports, businesses, voices, and stories.

Listen to WFLO

Shop local stories

Florence shirts, mugs, and locally connected products, with checkout powered by Shopify.

Open the shop

Follow the Fair

Dates, activities, local coverage, and official links for the 122nd Florence County Fair.

Open the Fair guide

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