Olbrich Botanical Gardens: A Blooming Economic Force in Madison

Olbrich Botanical Gardens, a 16-acre urban oasis in Madison, continues to thrive as one of the region’s top visitor destinations. In 2025, more than 393,000 guests explored its outdoor gardens, Bolz Conservatory and community events — experiences that connect people with nature while supporting Madison’s tourism economy.

A survey of 610 visitors, deployed between June and September, revealed that Olbrich is both a local favorite and a key travel motivator, as nearly half (45%) cited the Gardens as their primary reason for visiting the area. Visitors’ spending extends well beyond admission, with significant impacts on restaurants, lodging and retail businesses.

Overall, visitor spending contributed an estimated $20.1 million to Dane County’s economy in 2025. Repeat visitation remains strong, and satisfaction is exceptionally high — with 94% rating their experience as “excellent” or “good.”

Olbrich’s continued growth highlights its dual role as both a beloved community asset and a powerful tourism driver, fueling local business vitality and quality of life in the Madison region.

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