Prentice, Wisconsin becomes a solar powered EV charging hub

In the quiet heart of Price County, Wisconsin, a new kind of travel infrastructure is taking shape. It is not a luxury resort or a scenic overlook, but a practical, solar powered hub designed for the millions of Americans driving electric vehicles through rural landscapes. The location is Prentice, a small community where the intersection of Highway 8 and 13 becomes a critical node for modern mobility.

The project is being developed by Price Electric Company in partnership with Dairyland Power Cooperative. It represents a significant shift in how rural areas support the growing fleet of electric vehicles. For travelers coming from major cities like Chicago, Madison, or the Twin Cities, this hub solves a persistent problem: the lack of fast charging options in remote areas. The goal is to make rural Wisconsin a viable destination for EV drivers, not just a place they have to detour around to find power.

Solving the rural charging gap

The reality for EV drivers in rural America has often been one of anxiety. While urban areas are dense with chargers, the spaces between them are sparse. Jeff Olson, CEO of Price Electric, noted that many visitors arrive in the area with their vehicles and need a reliable place to recharge. The current situation often forces drivers to use slow 120 volt outlets, a process that can take days. That is a significant barrier to spontaneous travel or extended stays in these regions.

This new hub changes that dynamic entirely. It is designed to offer fast charging capabilities that far exceed the average home or public outlet. By providing a dedicated space for multiple vehicles to charge simultaneously, the facility removes the time penalty associated with rural EV travel. This is a crucial development for the tourism industry in Price County, as it allows visitors to explore the natural beauty of the area without worrying about their battery levels. The hub effectively turns a logistical challenge into a seamless part of the journey.

For local businesses, the removal of this anxiety is a game changer. Previously, the fear of running out of power meant that many potential visitors simply did not consider rural Wisconsin for their trips. Now, with a guaranteed and rapid recharge option, the psychological barrier is gone. This encourages longer stays and more frequent visits, which directly benefits the local economy. The hub acts as a magnet for modern travelers, ensuring that the region remains competitive in the evolving landscape of American road trips.

Solar power and battery storage

What makes this project particularly interesting is its energy source. The hub will be powered by solar panels installed on the roof, which directly lower the electricity costs for the chargers. This setup is not just about convenience; it is about sustainability and resilience. The facility also includes a one megawatt battery storage device, a significant piece of infrastructure that ensures a steady supply of power even when the sun is not shining.

The entire travel center operates on a microgrid, a self sufficient power system that offers a unique advantage. During major weather events or storms, when the main grid might fail, this facility can remain powered. That means the gas pumps, diesel pumps, and the on site restaurant can continue to operate. For the local community, this is a critical safety net. For travelers, it means a reliable stop that is less vulnerable to the outages that can disrupt other parts of the infrastructure.

The integration of these technologies creates a robust energy ecosystem that stands apart from typical gas stations. The solar panels generate clean energy during the day, while the battery storage captures excess power for use during peak demand or nighttime hours. This dual system ensures that the facility is not dependent on a single source of energy. It reflects a forward thinking approach to infrastructure that prioritizes both environmental impact and operational reliability, setting a new standard for rural service centers.

Strategic location and federal support

The placement of the hub is no accident. It sits at a strategic point on Highway 8 and 13, a location that aligns perfectly with the National EV Infrastructure federal program. Jeff Olson explained that the program has specific criteria, including a rule against installing new chargers within 50 miles of existing funded sites. Prentice fits that gap perfectly, making it an ideal candidate for federal support. The project was made possible in part by a grant from the federal Department of Energy, highlighting the national priority to expand EV access beyond urban centers.

This federal backing underscores a broader trend in how the United States is approaching transportation infrastructure. It is no longer just about building roads; it is about integrating energy systems into the travel experience. By leveraging federal funds and local partnerships, Price Electric is creating a model that could be replicated in other rural areas. The success of this hub will likely influence future decisions about where to place charging infrastructure across the Midwest and beyond.

The collaboration between local utilities and federal agencies demonstrates a unified effort to modernize the country's energy grid. This project serves as a proof of concept for how public and private sectors can work together to address infrastructure gaps. It shows that with the right strategic planning and funding, even remote communities can become hubs of innovation. The alignment with federal goals ensures that the project has long term stability and support, which is crucial for attracting further investment and development in the region.

What travelers can expect

For those planning a trip to Wisconsin, this new facility offers a practical benefit. It is a place to stop, charge, and rest. The hub is expected to be completed in the summer of 2027, giving travelers a clear timeline to look forward to. Until then, the construction is underway, and the vision is already taking shape. The presence of a fast charging station will change the calculus for many drivers, making rural Wisconsin a more attractive option for a road trip.

The integration of solar power and battery storage also means that the hub is future proof. As the cost of solar energy continues to decline and battery technology improves, this facility will become even more efficient. It is a testament to the idea that travel infrastructure can be both environmentally responsible and economically viable. For the travelers, it is a simple promise: a reliable, fast, and sustainable place to power up, no matter where the road takes them.

Visitors can expect a seamless experience that combines modern convenience with the charm of rural America. The facility is designed to be user friendly, with clear signage and intuitive charging stations. The on site restaurant provides a welcoming space to relax while the vehicle recharges, turning what used to be a waiting period into a leisurely break. This holistic approach to travel infrastructure ensures that the stop is not just a technical necessity, but a positive part of the journey. It redefines the road trip by making it more accessible, efficient, and enjoyable for all types of drivers.