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The Bay at Nu-Roc was originally incorporated under the name “Nu-Roc Nursing Home” in the Town of Blackwell in 1953. The original founders of the facility were Floyd and Clara Newton as well as Millard and Betty Newton. Since its origin, Nu-Roc maintained family ownership and retains the profound reputation of offering a family “homelike” atmosphere. Nu-Roc continued under third generation of ownership by Craig and Paul Newton from 1983-2017 under the name Nu-Roc Community Healthcare. In 2018, The Bay at Nu-Roc assumed ownership and strives to continue the strong family commitment of providing the highest quality of care.

Building History

The physical building has a history which is unique to any facility in the state. The original building was constructed in 1928 by a wealthy lumber baron who, at the time, owned a lumber mill in the Town of Blackwell. This enabled him to construct a home of unsurpassed quality for its time. Five fireplaces, hardwood floors, curved archways, and French doors made the home a showplace in the Northwoods. Large surrounding grounds depicting history of years past is still maintained.

After purchase of the original building, the Newton families added seven additions over a span of 58 years to provide one of the highest quality facilities in the State of Wisconsin.

Mission Statement

The Mission of The Bay at Nu Roc Health and Rehabilitation Center is to provide quality services to our residents and their families, by assisting and enabling every resident to attain his or her highest potential.

We firmly believe and strongly encourage our staff to treat every resident with the utmost respect and dignity, as if they were their own parent. As part of this mission, we strive to be the best provider and employer in each of our communities.

The Bay at Nu Roc Health and Rehabilitation Center enthusiastically supports, recognizes and rewards our team of caring professionals to ensure the best possible outcomes for those entrusted to our care.


The Vision of The Bay at Nu Roc Health and Rehabilitation Center is to transform every residents experience through a culture of dignity, kindness, individuality and excellence as follows:

  • Dignity: Every resident, family and staff member will receive the respect they deserve
  • Kindness: Treat every resident as if they were your own parent or grandparent
  • Individuality: Every resident has a life story that we want to hear and understand
  • Excellence: Every resident will receive superior care by qualified professionals

We have implemented a number of precautionary measures to address recent concerns related to COVID-19. Please call our Covid Hotline at (715)997-2208 or click here to LEARN MORE