FOR IMMEDIATE RELEASE
DATE: February 11, 2026
CONTACT: Sheila Everhart, (608) 774-1354, [email protected]
Rainbow Ridge Farms Nominated for 2026 Governor’s Tourism Bright IDEA Award for Radical Accessibility
JANESVILLE, WI – The Wisconsin Agricultural Tourism Association (WATA) has nominated Rainbow Ridge Farms for the 2026 Governor’s Tourism Bright IDEA Award. This honor recognizes initiatives that drive meaningful impact through Inclusive, Diverse, Equitable, and Accessible (IDEA) tourism. Rainbow Ridge Farms is being celebrated for its groundbreaking partnership with the North American Squirrel Association (N.a.s.a.), which provides all-terrain Action Track Chairs to ensure the farm’s rugged outdoor terrain is accessible to every visitor.
Since 1996, owners Cindy Hoehne and Donna Murphy have transformed their women-owned working hobby farm into a model of “Radical Inclusivity.” Their signature “Monkey Tree” goat hike—a participatory adventure through steep and uneven landscapes—was once a challenge for those with mobility issues. Through their partnership with N.a.s.a., guests can now utilize specialized, battery-powered chairs free of charge, allowing visitors of all abilities to engage in the “magical trip” alongside award-winning dairy goats.
“Rainbow Ridge Farms is proving that hospitality and equity are achievable even in the most rugged rural environments,” said Sheila Everhart, Executive Director of WATA. “By removing physical barriers, they are attracting diverse visitor segments to Wisconsin’s fastest-growing tourism sector: agricultural tourism. They aren’t just giving a tour; they are fostering a profoundly welcoming environment where everyone, regardless of ability, can reconnect with the land.”
Why This Project is a “Bright IDEA”:
- Leading IDEA Tourism: The proactive use of Action Track Chairs sets a high standard for accessibility in rural tourism, attracting demographics that are often excluded from outdoor adventures.
- Strengthening the Wisconsin Brand: By combining sustainability, ethical animal husbandry, and universal access, the farm enhances Wisconsin’s reputation as a welcoming, culturally rich destination.
- Rural Economic Revitalization: The farm’s accessible model drives repeat visits and positive word-of-mouth, creating new income streams for the rural economy through its B&B and direct-to-consumer experiences.
- Authentic Education: Visitors gain an unscripted, hands-on education in land stewardship and sustainable food origins, preserving Wisconsin’s agricultural values for future generations.
The Governor’s Tourism Awards highlight the projects that make Wisconsin a premier, inclusive destination. Winners will be announced at the annual Governor’s Conference on Tourism on March 17 in Milwaukee.
About Rainbow Ridge Farms:
A working farm and Bed & Breakfast in Onalaska, WI, Rainbow Ridge Farms specializes in award-winning dairy goats and heritage livestock. It is dedicated to providing authentic farm-life interactions and promoting sustainable agriculture.
About the Wisconsin Agricultural Tourism Association (WATA):
WATA is a non-profit which provides policy information, marketing and education to working farmers, thereby organization dedicated to promoting agricultural tourism as a sustainable economic engine for Wisconsin across Wisconsin. By connecting travelers with authentic farm-to-table experiences, WATA supports the preservation of family farms and the revitalization of rural communities across the state. Learn more at WiAgTourism.com