Lincoln Plaza

Lincoln Plaza is a dominant retail destination located along the Lincoln Street commercial corridor in Rhinelander, Wisconsin, the county seat and primary retail hub of Oneida County. Positioned in the heart of the Northwoods region, Rhinelander serves as a regional draw for surrounding communities such as Minocqua, Eagle River, and Tomahawk, benefiting from steady year-round traffic driven by tourism, outdoor recreation, and essential services. The area combines natural amenities—lakes, forests, and recreational trails—with a stable economic base that includes medical services, education, manufacturing, and regional retail. Anchored by a high-performing Walmart Supercenter—the only Walmart within a 23-mile radius—Lincoln Plaza benefits from exceptional traffic and visibility. The adjacent multi-tenant shops complement the anchor with a balanced mix of national and local tenants, including Dunham’s Sporting Goods, Dollar Tree, Papa Murphy’s, Shopko Optical, and Cricket Wireless. Together, these tenants create a convenient, necessity-driven retail environment that firmly establishes Lincoln Plaza as one of the most important shopping destinations in northern Wisconsin.