Get the FREE pass with 30+ locations, discounts & prizes.

Sign Up Now


Madison's lakes aren't just for swimming. In winter, our 5 frozen lakes transform into a playground for biking, ice fishing, kite-flying and frozen festivals.

After exploring outdoors, head inside where countless breweries, cideries and distilleries are flowing, eateries are innovating and bands are jammin’ all within blocks — making it easy to connect with what you love this winter.

All in a Day: Madison Adventure Itinerary

Start your day the brunchy way

Madison has no shortage of delicious brunch menus with gluten free and vegan options aplenty.

Get out on the frozen lakes

Bike, skate, walk or roll onto Madison's frozen lakes right in the heart of Downtown.

Marvel at the Immersive Van Gogh Experience

This dazzling display invites audiences to “step inside” the works of artist Vincent van Gogh.

Connect with our craft beverage scene

Let Madison On Tap guide you through the capital city. Earn prizes and get discounts.

Catch a show

See some of the most famous up-and-coming artists at The Sylvee.

Dine at an award-winning culinary gem

The Harvey House has been named one of the best restaurants in the nation by the New York Times.

Soak in the nightlife

Hop up and down State Street soaking in the sights and sounds of Madison nightlife.

Indulge in the Local Food Scene

From craft breweries to sushi, finding a foodie spot in Madison is easy. Savor local fare in the city with the most eateries per capita out of any city in the U.S.


Events to Fuel Your Adventure

Madison is proof that winter doesn't have to suck. From parties on the frozen lakes at Frozen Assets and Winter Carnival, to major concerts at The Sylvee, Madison knows how to do winter like no other.