RICHFIELD - The newly incorporated village of Richfield is on the cusp of major retail growth, but one economic development official suggests the area at large must do a better job marketing tourism to fully capitalize.

John "Jack" Caldwell, executive director of Economic Development/Washington County, said the region still needs to deliver on a promise - largely born out of Cabela’s high-profile 2006 opening in Richfield - to better promote itself as a destination for visitors.

"People know about Holy Hill, but they don’t know about the historical society of Richfield. They don’t know what’s over in Germantown. It’s obscene," Caldwell said. "We have the art museum in West Bend and the auto museum in Hartford. Do we need more help? Yes. We’re trying to throw more assets at it, but we also need to work together."

Caldwell’s words were delivered Wednesday morning to a group of about three dozen village officials, elected leaders and business people at an open house hosted by the Greater Richfield Business Network.

Bill Meyers, the group’s treasurer, said this summer’s H.O.G. Haven event, a week-long gathering of Harley-Davidson riders at the Washington County Fair Park, and an announced pro-am golf event at Erin Hills Golf Course are two opportunities to raise the county’s profile.