The tubing businesses along the Apple River in Somerset, Wis., worked in recent years to scrub the river’s reputation for debauched excess, appealing to more families while building out campgrounds with waterslides, playgrounds and swimming pools. Gone were the beer can trash targets, and in were messages about safety and cooler checks. And then a fatal stabbing in 2022 changed all of that.
The attack that killed Stillwater teenager Isaac Schuman was captured on a video and shown during the trial that sent his assailant, Nicolae Miu, to prison. The case drew national attention. So, too, did Apple River tubing.
Two years on from that fatal day, the river’s tubing businesses have fought to recover their reputation, with one operator shutting down for good this summer and, in an auction last week, selling off their prime riverfront property.
But tubing will live on, said other operators, including one who’s expanding next year amid a period of strong growth for the local economy.
That’s the larger picture for Somerset and St. Croix County. The region has seen new houses erected, new businesses arriving at the local Chamber of Commerce meetings, and more interest from the Twin Cities as development pushes east across the St. Croix Crossing bridge. St. Croix County is often cited as the fastest-growing in Wisconsin, while Somerset saw its valuation double in the past five years, according to Bob Gunther, economic development director for the village.
“Things are great,” he said of the local economy. The valuation number totals up the houses, commercial buildings and other structures in the village, amounting to $486 million today. Five years ago it was $240 million.
‘A beautiful, natural river’
Even with a buoyant local economy, it wasn’t enough to save the Hideaway Campground, a longtime tubing operator with nearly 100 acres for camping and picnicking along the Apple River just southeast of Somerset.