Regional Investor Profile
The Illinois-Wisconsin
Lake Corridor
Winthrop Harbor, IL · Pleasant Prairie, WI · Zion, IL
A two-state, Lake Michigan shoreline trade area positioned between Chicago and Milwaukee
53K+
Regional population
3-community trade area
150K+
15-minute drive reach
Combined corridor market
$87K
Blended median income
16% above U.S. average
$332K
Blended home value
Rising across all 3 communities
800K
Annual marina visitors
North Point Marina
2
States served
Illinois and Wisconsin
The Case for Winthrop Harbor
Winthrop Harbor sits at the northern edge of Lake County, Illinois, one mile from the Wisconsin state line, at the point where the Sheridan Road corridor connects two metropolitan markets that most site selection models treat as separate. The Village is the last Illinois community on the lakefront before Kenosha County, and it is home to North Point Marina, the largest marina on Lake Michigan.
The market data supports a straightforward case. Within a fifteen minute drive of the Sheridan Road corridor there are 120,460 residents in 46,637 households generating $1.28 billion in annual retail trade and food service demand. Within ten minutes there are 52,138 residents in 19,420 households generating $527 million. Within five minutes, in the Village's immediate core, there are 11,989 residents in 4,664 households generating $146 million.
What distinguishes this corridor is not the size of the outer rings. It is the quality of the inner one. The five minute trade area indexes above the national average in nearly every retail category Esri measures: 103 for retail trade overall, 110 for building material and garden supply, 109 for health and personal care, 104 for gasoline stations, 104 for motor vehicle and parts dealers, and 103 for general merchandise. Homeownership in the five minute ring is 75.2 percent. Median household income is $86,333 and is forecast to reach $103,395 by 2030, a 19.8 percent increase and the steepest in the trade area.
This is the pattern that matters for a Sheridan Road site. The households that index highest are the ones closest to the corridor. The ten and fifteen minute rings add scale, nearly 47,000 households and $1.28 billion in aggregate demand. The five minute ring adds quality of demand. A retailer on Sheridan Road sits at the center of the first and within reach of the second.
That demand is currently leaving. Retail demand measures what households in the trade area spend, not what they spend locally. With limited commercial inventory along Sheridan Road, a substantial share of that spending goes to Zion, Waukegan, Gurnee, and Kenosha. Winthrop Harbor is not asking developers to create demand. The demand is documented. The Village is seeking the commercial infrastructure to retain it.
Three factors sit outside the standard demographic model and none of them appear in the figures above. North Point Marina draws approximately 800,000 visitors annually, a seasonal traffic layer no residential trade area captures. Illinois Beach State Park adds a second visitor stream. And the Wisconsin state line, less than one mile north, places Pleasant Prairie and southern Kenosha County households within the effective catchment of any Sheridan Road location, a cross border consumer base that a strictly Illinois analysis will not show.
The Village has development ready sites on the Sheridan Road corridor, an administration positioned to move entitlements efficiently, and the documented household demand to support them.
$1.28B
Annual retail and food service demand, 15 minute trade area
120,460
Residents within 15 minutes
46,637
Households within 15 minutes
75.2%
Homeownership rate, 5 minute ring
SPI 103
Retail spending index, 5 minute ring, above U.S. average
800,000
Annual North Point Marina visitors
The Trade Area at 5, 10, and 15 Minutes
All figures below are drawn from Esri 2025 and 2030 forecasts and Bureau of Labor Statistics Consumer Expenditure Survey data, measured from Winthrop Harbor at 5, 10, and 15 minute drive time radii.
5 Minute Drive Time
- Population
- 11,989
- Households
- 4,664
- Median household income
- $86,333
- Income by 2030
- $103,395
- Homeownership
- 75.2%
- Median home value
- $241,333
- Median age
- 42.2
- Total retail and food service demand
- $146.3 million
- Retail spending index
- 103, above the U.S. average
The immediate trade area indexes above the national average across nearly every retail category. This is an established, owner occupied, property maintaining consumer base with the steepest income growth curve in the corridor.
10 Minute Drive Time
- Population
- 52,138
- Households
- 19,420
- Median household income
- $79,356
- Income by 2030
- $90,057
- Homeownership
- 68.9%
- Median home value
- $238,014
- Median age
- 39.1
- Total retail and food service demand
- $527.2 million
The ten minute ring quadruples the household base and brings total documented demand past half a billion dollars annually.
15 Minute Drive Time
- Population
- 120,460
- Households
- 46,637
- Median household income
- $80,641
- Income by 2030
- $92,196
- Homeownership
- 65.8%
- Median home value
- $242,601
- Median age
- 39.0
- Total retail and food service demand
- $1.28 billion
The fifteen minute trade area crosses the state line into Kenosha County, Wisconsin, adding a consumer base most Illinois focused analyses exclude entirely.
Where the Demand Is
Annual household demand by retail category. The index compares this trade area to the U.S. average of 100. Dollar figures represent what households in the trade area spend, not what is currently captured locally.
| Category | 5 Min | Index | 10 Min | 15 Min |
|---|---|---|---|---|
| Food and beverage stores | $27.1 million | 102 | $98.1 million | $238.9 million |
| General merchandise stores | $21.2 million | 103 | $76.8 million | $186.9 million |
| Restaurants and other eating places | $21.1 million | — | $76.2 million | $186.1 million |
| Gasoline stations | $18.5 million | 104 | $67.4 million | $164.4 million |
| Motor vehicle and parts dealers | $15.7 million | 104 | $56.1 million | $135.2 million |
| Nonstore and online retail | $13.4 million | 103 | $48.0 million | $116.4 million |
| Building material and garden supply | $7.1 million | 110 | $24.8 million | $59.5 million |
| Clothing and accessories stores | $5.9 million | — | $21.7 million | $52.9 million |
| Furniture and home furnishings | $4.8 million | 104 | $17.3 million | $41.7 million |
| Health and personal care stores | $4.2 million | 109 | $15.0 million | $36.3 million |
| Sporting goods, hobby, music and books | $2.2 million | — | $7.8 million | $19.0 million |
| Electronics and appliance stores | $1.4 million | 103 | $5.0 million | $12.2 million |
A Vehicle Active Market
Households in the fifteen minute trade area spend $466 million annually on vehicles, fuel, maintenance, parts, and insurance. Vehicle maintenance and repair alone accounts for $56.9 million. Auto insurance accounts for $93.8 million.
In the five minute ring, 92.7 percent of households own or lease at least one vehicle, an index of 104 against the national average. Leased vehicles index at 113 and vehicle parts and accessories at 106.
Electric vehicle charging indexes at 72 in the five minute ring, 64 at ten minutes, and 68 at fifteen. The fleet here runs on internal combustion well above the national norm, which means sustained demand for conventional fuel, service, parts, and repair without near term substitution pressure.
Homeowners Who Maintain What They Own
Three quarters of households in the five minute ring own their homes. Nearly two thirds of the immediate trade area falls into two Esri Tapestry segments, Room to Roam at 33.2 percent and Classic Comfort at 29.1 percent, both established owner occupied household profiles.
The spending follows. In the five minute ring, maintenance and remodeling materials index at 112, property taxes at 112, homeowners insurance at 114, lawn and garden at 107, power tools at 107, hand tools at 106, and major appliances at 105.
Across the fifteen minute trade area, households spend $184.6 million annually on home maintenance and remodeling services, $33.5 million on materials, $28.0 million on lawn and garden, and $21.2 million on major appliances.
A Corridor That Eats Out and Drives Through
In the five minute trade area, 92.8 percent of adults visited a fast food or drive in restaurant in the last six months. More than half, 4,725 adults, used take out, drive thru, or curbside service, an index of 107 against the national average. Three quarters visited a family restaurant or steakhouse.
Brand affinity runs well above national norms across casual and family dining. Bob Evans indexes at 156, Texas Roadhouse and Longhorn Steakhouse at 123, Cracker Barrel at 120, Buffalo Wild Wings at 117, Applebee's at 113, Outback Steakhouse at 112, Olive Garden at 111, and Red Lobster at 111.
Households in the fifteen minute trade area spend $191.7 million annually on food service and drinking places.
Traffic No Trade Area Model Captures
North Point Marina is the largest marina on Lake Michigan and draws approximately 800,000 visitors each year. Illinois Beach State Park adds a second visitor stream to the same corridor. Neither appears in residential demographic data, and both generate seasonal demand for fuel, food service, convenience retail, marine and outdoor goods, and lodging.
The Wisconsin state line sits less than one mile north. Pleasant Prairie and southern Kenosha County households fall inside the effective catchment of any Sheridan Road location, adding a cross border consumer base that Illinois bounded analysis excludes.
The Demand Is Documented. The Corridor Is Open.
Winthrop Harbor has development ready sites along the Sheridan Road corridor, Village owned parcels available for commercial development, and an administration that moves. We work directly with developers, brokers, and corporate real estate teams on site identification, entitlements, and incentives. Full Esri trade area reports for the 5, 10, and 15 minute radii are available on request.
Three Communities, One Region
- Population
- 6,565
- Median household income
- $94,221
- Median home value
- $305K
- Homeownership rate
- 85.6%
- Median age
- 51.6 years
- Cost of living index
- 94.6
- Home value growth since 2000
- +109%
- Population
- 21,802
- Median household income
- $103,903
- Median home value
- $430K
- Homeownership rate
- 77.8%
- Median age
- 44.2 years
- Cost of living index
- 105.3
- Population growth since 2000
- +35.1%
- Population
- 24,600
- Median household income
- $63,104
- Median home value
- $240K
- Home price growth YoY
- +24.3%
- Median age
- 35 years
- Cost of living index
- 97
- 2026 projected population
- 24,906
Drive Time Trade Area
Site location: 831 Sheridan Road, Winthrop Harbor, IL 60096
Latitude 42.4800 | Longitude -87.8233
- Population
- 8,200
- Households
- 3,100
- Median household income
- $91,400
- Daytime population
- 6,800
- Population
- 42,000
- Households
- 16,200
- Median household income
- $84,600
- Daytime population
- 35,000
- Population
- 150,000
- Households
- 57,000
- Median household income
- $79,800
- Daytime population
- 118,000
Key Communities Within 15 Minutes
Winthrop Harbor
IL
Zion
IL
Beach Park
IL
Pleasant Prairie
WI
Waukegan
IL
Income and Home Value: Corridor vs. National
Median Household Income
Median Home Value
Side-by-Side Community Comparison
| Metric | Winthrop Harbor, IL | Pleasant Prairie, WI | Zion, IL |
|---|---|---|---|
| Population | 6,565 | 21,802 | 24,600 |
| Median household income | $94,221 | $103,903 | $63,104 |
| Median home value | $305K | $430K | $240K |
| Price per square foot | $196 | $230 | $160 |
| Homeownership rate | 85.6% | 77.8% | 55% |
| Median age | 51.6 yrs | 44.2 yrs | 35 yrs |
| Cost of living index | 94.6 | 105.3 | 97 |
| Days on market | 25–46 | 23–33 | 70 |
| Poverty rate | 7.3% | 7.0% | 16.5% |
| Population trend | Stable | +35% since 2000 | Growing |
Key Investor Highlights
Two-State Market Access From a Single Location
Businesses in Winthrop Harbor capture consumers from both Illinois and Wisconsin along the I-94 and US-41 corridor, a rare cross-border advantage that few markets in the region can offer.
Regional Income 16% Above the National Median
The corridor's blended median household income of $87,000 outpaces the U.S. average of $75,000, with Pleasant Prairie at $103,903 and Winthrop Harbor at $94,221 anchoring strong consumer purchasing power.
800,000 Annual Visitors Drive Built-In Foot Traffic
North Point Marina, the largest freshwater marina in the United States, draws 800,000 visitors per year, providing a steady stream of destination consumers that no purely residential market can match.
Home Values Appreciating Across All Three Communities
Winthrop Harbor is up 7.1% per square foot, Pleasant Prairie is up 9.8% year over year, and Zion is up 24.3%. Rising property values translate directly to growing household net worth and consumer confidence.
A Complete, Layered Consumer Market
Zion's 24,600 residents provide entry-level volume. Pleasant Prairie's 21,802 affluent households deliver high-margin spending power. Winthrop Harbor adds 800,000 annual visitors. Three distinct segments in one corridor.
Below-Average Cost of Doing Business
Winthrop Harbor's cost of living index of 94.6 and Zion's 97 are both below the U.S. average of 100, keeping commercial rents, labor costs, and operating expenses competitive against Chicago-area alternatives.
Exceptionally Stable Residential Base
Winthrop Harbor's 85.6% homeownership rate is among the highest in Lake County. Long-term homeowners are the most loyal, consistent local consumers, supporting year-round business viability.
150,000+ Consumers Within a 15-Minute Drive
The corridor's position between Chicago and Milwaukee means the true trade area extends well beyond the three-community population of 53,000+, with over 150,000 residents reachable within a 15-minute drive.
Pro-Business Environment With Incentive Tools
Winthrop Harbor offers TIF district financing, enterprise zone tools, and a streamlined approvals process. Village leadership acts as a facilitator, not just a regulator, to help businesses locate and expand quickly.
Multi-Modal Transportation Infrastructure
Served by the I-94 Tri-State Tollway, US-41, the Metra Union Pacific North Line, and three regional airports: O'Hare at 42 miles, Milwaukee Mitchell at 41 miles, and Waukegan National at 7 miles.
Regional Attractions and Destinations
Winthrop Harbor, IL
The largest freshwater marina in the United States, North Point Marina spans 140 acres of pristine Lake Michigan waterfront. The marina features 1,500 boat slips, public beaches, a fishing pier, a yacht club, and 40 fishing charters, drawing 800,000 annual visitors and anchoring the corridor's destination economy.
Learn More →
Winthrop Harbor & Zion, IL
The second-most visited state park in Illinois, Illinois Beach State Park borders North Point Marina with 6.5 miles of Lake Michigan shoreline across 4,160 acres. A $73 million shoreline restoration project was completed in 2024, helping drive the park to 2 million visitors that year.
Learn More →
Winthrop Harbor, IL
Lake Michigan's sport fishery draws approximately 500,000 anglers to the Illinois portion of the lake each year. North Point Marina's 40+ licensed charter captains serve fishing enthusiasts from across the nation, making Winthrop Harbor one of the premier freshwater fishing destinations between Chicago and Milwaukee.
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Winthrop Harbor, IL
One of the most ecologically significant natural areas in the U.S., Spring Bluff Forest Preserve is part of the Chiwaukee Illinois Beach Lake Plain, a 4,500-acre bi-state coastal landscape designated a Ramsar Wetland of International Importance in 2015, placing it in the same class as the Florida Everglades and Chesapeake Bay.
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Zion, IL — 2 miles from Winthrop Harbor
Founded in 1913, City of Hope is one of the largest and most advanced cancer research and treatment organizations in the U.S. The Chicago campus is the only hospital midway between Chicago and Milwaukee offering the full range of stem cell transplant services, including CAR T-cell therapy.
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Winthrop Harbor, IL — regional multi-use trail
One of the most popular cycling routes in Chicago's northern suburbs, the Robert McClory Trail follows the path of an abandoned railroad line that once carried stagecoaches from Chicago to Green Bay in 1836. The flat, well-maintained asphalt trail runs parallel to the Metra rail line and connects into a broader regional bikeway network.
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North Chicago, IL — 15 minutes from Winthrop Harbor
The Navy's only boot camp, Naval Station Great Lakes hosts Recruit Training Command and holds 48 graduation ceremonies per year, drawing more than 125,000 visitors into Lake County annually. In Fiscal Year 2025 the station graduated over 42,000 Sailors, its highest output in a decade. Those families arrive nearly every week of the calendar and stay two to four nights, generating recurring, weather-independent demand for lodging, dining, and retail. Winthrop Harbor sits fifteen minutes north via Sheridan Road, directly positioned to capture that steady visitor flow.
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Waukegan, IL — 20 minutes from Winthrop Harbor
Twenty minutes south of Winthrop Harbor, American Place Casino has turned Waukegan into a regional entertainment destination. The temporary facility, open since February 2023, generated $124 million in revenue in 2025, employs roughly 600 people, and has built a player database of more than 100,000 members drawn from northern Illinois, southern Wisconsin, and greater Chicagoland. In June 2026 Full House Resorts broke ground on the permanent $302 million American Place on a 42-acre site — roughly twice the size of the temporary casino — with a hotel and expanded dining and entertainment. That construction period and the eventual opening will pull sustained visitor traffic up the Sheridan Road corridor, and Winthrop Harbor sits at the north end of it with available sites, a working lakefront, and no competing hospitality inventory in between.
Learn More →Corridor Credentials
Winthrop Harbor is more than a place to invest — it's a destination your customers will love.
Visit DiscoverTheHarbor.comContact Economic Development
Village of Winthrop Harbor — Economic Development
830 Sheridan Road, Winthrop Harbor, IL 60096 · www.investintheharbor.com
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