The Prentice Travel Center Is Building A Rural EV Oasis

The Gap In The Grid

There is a specific kind of anxiety that hits electric vehicle owners when the highway stretches out ahead of them and the nearest charger is still fifty miles away. It is not just about range, it is about the lack of infrastructure in the rural heartland where the most scenic drives actually happen. Jeff Olson, the CEO of Price Electric Company, points out that millions of Americans now drive EVs, yet the charging network has not kept pace in these remote areas. People coming from major cities like Chicago or Madison are often left with a difficult choice. They can plug into a standard 120 volt outlet, which would take days to finish, or they can turn back before the trip is even half over.

This disconnect is becoming a major barrier for tourism in rural Wisconsin. The local economy relies heavily on recreation and visitors from the Twin Cities and the Midwest. When drivers know they cannot reliably charge their vehicles, they simply do not make the trip. Olson describes the current situation as a significant industry problem. The solution being built in Prentice is not just a plug in the wall, it is a strategic move to make the region accessible to a new generation of travelers who refuse to compromise on sustainability.

A Microgrid For The Long Haul

The project is breaking ground at the Prentice Travel Center, located at the intersection of Highway 8 and 13. This is not a quick fix with a few portable chargers. It is a dedicated hub designed for multiple vehicles to charge simultaneously. The facility will also house a one megawatt battery storage device, which adds a layer of resilience to the local power grid. The entire travel center operates on a microgrid, meaning it can stay powered even during major weather emergencies. For a community that has seen its fair share of storms, this is a crucial safety net.

The solar panels on the roof of the hub will help lower the electricity costs for the chargers. This setup makes the location a perfect fit for the national EV infrastructure federal program, which has strict rules about spacing out funding and installations. Olson notes that no other funded stations exist within fifty miles, making this site uniquely valuable. The chargers here will be faster than the average roadside stand, allowing travelers to top up in minutes rather than hours. It is a practical answer to a very specific pain point for road trippers.

Why This Location Matters

Choosing a site for an EV hub is less about real estate and more about geography. Price County is a destination for those who want to escape the urban sprawl. It is where the land opens up and the pace of life slows down. By placing this hub at a major crossroads, the project ensures that it will be a stop for thousands of vehicles every year. The federal Department of Energy grant made this possible, but the local partnership with Dairyland Power Cooperative is what brings it to life. It is a rare example of public policy and private utility working together to solve a mobility problem.

The impact will extend beyond just the drivers. The gas pumps, diesel pumps, and restaurant at the travel center will all benefit from the stable power supply. In a region where weather can be unpredictable, having a reliable source of energy is a major advantage. It allows the business to keep operating when the main grid might be down. For the traveler, it means a safe place to rest, charge, and refuel without worrying about being stranded. It is a small but significant piece of infrastructure that changes how people think about driving electric in the country.

The Road Ahead

Completion is expected in the summer of 2027, which gives the community time to prepare for the influx of new visitors. The project is a testament to the changing landscape of American travel. The days of choosing between an electric vehicle and a long road trip are coming to an end. As more states and counties invest in this kind of infrastructure, the map of accessible rural destinations will expand. For now, Prentice is leading the charge in Wisconsin, proving that the rural heartland is ready for the electric future.

It is a reminder that progress often happens in the quiet corners of the map. While the tech giants focus on urban centers, the real work of connecting people to places is happening in small towns like this one. The Prentice Travel Center is becoming a symbol of that shift. It is not just a stop for fuel, it is a statement that the countryside is open for business to everyone, regardless of what powers their car.