WALWORTH – The Wisconsin Agricultural Tourism Association this week announced the nomination of Bob and Mary Ann Pearce, owners of Pearce’s Farm Stand, for the prestigious 2026 Governor’s Tourism Legacy Award.
This nomination honors their 60-year commitment to building a destination that defines Wisconsin’s farming heritage and serves as a vital economic engine for Walworth County.
Winners will be announced at the Wisconsin Governor’s Conference on Tourism on March 17, 2026 in Milwaukee.
Married for 70 years and operating a fourth-generation farm, the Pearces have transformed a humble 1966 roadside picnic table into a major tourism landmark that now attracts visitors from all over the country.
Their operation supports 50+ seasonal jobs and significantly contributes to the county’s tourism growth, which saw a 4.7% increase in visitor spending in 2024.
“Bob and Mary Ann Pearce are the living embodiment of the Wisconsin spirit,” Sheila Everhart, Executive Director of WATA was quoted as saying in a news release. “At a time when Wisconsin faces the loss of family farms, the Pearces have created a sustainable model that proves agricultural tourism can preserve land, create jobs, and educate the public. Their legacy isn’t just in the soil they till, but in the generations of families they have welcomed to their farm.”
A Four-Decade Legacy of Impact:
- Economic Anchor: Generates significant room tax and local tax revenue, helping fund public safety, parks, and roads in Walworth County.
- Innovation in Ag-Tourism: Offers over 15 recreational activities, including the famous fall corn maze which recently drew legendary Green Bay Packer Donald Driver.
- Workforce Development: Employs and trains 50-60 workers each year, imparting “agritourism know-how” to the next generation of industry leaders.
- Industry Mentorship: The Pearces actively share their framework for success with other farmers through the Growing Wisconsin Conference, helping rural families diversify their income streams.
- Heritage Preservation: As only the second family to farm this land since Wisconsin achieved statehood in 1848, they serve as a primary link between the state’s history and its future.