Sept. 19, 2026
By TIM HUNDT
VIROQUA Wis. – Vernon County Community Development Director Amy Oliver presented a detailed overview of the county’s newly launched Driftless Bound program to the Vernon County Board of Supervisors on Sept. 17 addressing local public concerns and explaining how the workforce recruitment initiative aims to attract out of state workers to fill local job vacancies.
The Driftless Bound program launched on Sept. 10 offers relocation incentives totaling $125,000 for working households moving to Vernon County from outside Wisconsin. The program provides financial incentives of $2,500 for renters and up to $12,500 for homebuyers or those building a new primary residence in Vernon County.
State funding means state rules
Funding for the initiative originates from a competitive $100,000 Talent Recruitment Grant awarded to Vernon County by the Wisconsin Economic Development Corporation in early 2026. The state grant is paired with a $25,000 local grant match funded through Ho-Chunk gaming revenues previously set aside by the county board. Vernon County was one of 17 communities statewide selected to receive grant funding out of a $5 million state allocation designed to address regional labor shortages.
Oliver told supervisors that her department chose to administer applicant pre-screening and criminal background checks in house rather than hiring a national third party vendor. During committee discussions in early 2026 Oliver noted that private recruitment platforms typically charged over $177,000 or nearly 65 percent of total grant funds in management fees. By managing the program locally Oliver ensured that maximum funding goes directly to relocating workers.
During her Sept. 17 presentation Oliver addressed public pushback that emerged on social media and in community conversations following the official launch. She noted that while many residents expressed enthusiasm, others questioned why county resources were being used to assist newcomers rather than current residents. Oliver noted that the money for the program from the state and they set the requirements, not the county.
One tool in the toolbox
“As a Vernon County resident at first glance I can understand why current residents would say, ‘Hey wait a minute, why is Vernon County giving cash incentives to people who don’t live here as opposed to helping out those that do?'” said Oliver. “Out of state residency is a requirement of the state talent recruitment grant program, not a requirement Vernon County established, but one that we have to follow.”
Oliver clarified another common point of confusion regarding the minimum annual household income requirement of $55,000. She emphasized that the income threshold was established by state program guidelines rather than local officials.
Addressing concerns about whether the program overlooks local residents Oliver emphasized that Driftless Bound is one part of a broader countywide economic strategy that includes direct investments in existing businesses and communities. She noted that Vernon County continues to offer local business grants, revolving loan funds, and community development grants to support current residents.
“Driftless Bound is one tool within a much broader community and economic development strategy,” said Oliver. “It is not a replacement in investment in our existing residents, businesses, and communities.”
Housing
In response to questions about housing support for current residents Oliver explained that her office regularly directs local families to partner organizations specializing in affordable housing.
“We direct them to Couleecap who has a first time homebuyer assistance program which has financial assistance for down payment and closing costs,” said Oliver. “Also to Habitat for Humanity of Greater La Crosse Region who builds and sells affordable homes at low interest mortgage rates.”
Addressing criticism about recruiting new residents during a regional housing shortage Oliver presented real estate data collected on Sept. 15 in consultation with local realtors. The survey identified 73 homes for sale across Vernon County ranging in price from $144,000 to over $1 million along with 78 buildable residential lots. Oliver noted that offering incentives to renters alongside homebuyers was a deliberate decision based on national demographic trends.
“We recognized that the new average age of a first time home builder is now 40,” said Oliver. “So if we only focused on offering cash incentives attracting people here who wanted to buy a home or build a home, we are missing a very significant portion of our workforce.”
Jobs
On the concerns that bringing more people here will increase competition for jobs Oliver pointed a low county unemployment rate and shrinking population. She noted Vernon County’s unemployment rate is 2.9%, so residents who want to work/are able to work are working. But, Oliver said, we still have jobs to fill noting that Western Wisconsin is projected to have an increase of more than 13,000 jobs 2022-2032, but not the organic increase in population to fill those jobs. She said that is mainly due to Baby Boomers entering retirement and a statewide multi-year decline in population 18 years and under due to lower birth rates.
Attracting families has benefits
Outlining the broader economic return for Vernon County Oliver explained that new working families generate long-term benefits for the entire region.
“The goal isn’t to just simply add residents, it is to add working households,” said Oliver. “Working households help fill our workforce needs that our current employers are facing right now. They purchase goods and services from our local businesses, they enroll their children in our schools, they pay local taxes and contribute to the local economy.”
Oliver reported that her office has already pre-approved two relocating households from California and Colorado. One applicant secured employment in Vernon County while the other accepted a job offer in neighboring La Crosse County and chose to live in Vernon County.
Supervisor Wayde Lawler commended the community development department for securing external state grant dollars to support local employers.
“I think it just bears emphasizing that this is an addition to, right?” said Lawler. “It is not a subtraction from or a replacement of. It is an addition to the many things you and your department do already to support families and employers and employees in this county.”
Lawler inquired about state workforce projections and how labor shortages impact Vernon County employers. Oliver responded that regional employers across manufacturing, healthcare, and agriculture continue to report difficulties filling open positions.
Supervisor Nathaniel Slack asked whether adult children who previously grew up in Vernon County but moved away for college or work would qualify if they wished to return.
“Say someone has adult children that moved away for college and would want to come back,” said Slack. “As long as they have been gone long enough they would be eligible, correct?”
“They would be eligible,” said Oliver. “As long as they currently reside outside Wisconsin.”
Supervisor Alycann Taylor asked Oliver to clarify what disqualified an applicant who was recently turned away.
“And the one you couldn’t approve, what disqualified that?” said Taylor. “Was it a timing issue?”
Oliver explained that program rules require applicants to receive formal pre approval before signing a lease or closing on a home purchase.
“They had already entered into a purchase agreement and in fact they closed on the home on Monday,” said Oliver. “Prior to launching this program or the date of their pre approval application they cannot have already entered into a lease agreement or made an offer to purchase.”
Supervisor Scott Champion who previously worked for the WEDC said the Vernon County program is what the state had in mind when designing the program.
“So I look at this from two different perspectives,” said Champion. “First of all, as a member of the Economic Development Committee, but also in my past life before I retired in July of 24, I served as Senior Vice President of Marketing and Brand Strategy for Wisconsin Economic Development Corporation. In that role, I played a lead a lead role in developing talent attraction marketing for the state of Wisconsin, and all the work that became the predecessor of the program here. And what I can tell you from the inside WEDC perspective, Vernon County, under Amy’s leadership, has done a fabulous job designing and creating a program. In part you can tell it was competitive and an excellent program because we were one of only 17 that received this, but it is really a standout program pursuing what the WEDC had in mind from the beginning.”
Oliver reminded supervisors that applicants must complete a pre-approval process that includes income verification, employment confirmation, and a criminal background check before receiving grant funds.
Applications for the Driftless Bound program will remain open until the $125,000 incentive pool is exhausted. Residents and prospective applicants can review full program guidelines on the county website here.
Add comment