Rhinelander businessman killed in head-on crash

“Consummate showman” and beloved community leader George Rouman was killed Sunday evening in a head-on crash on U.S. Highway 51 south of Tomahawk.

According to the Lincoln County sheriff’s office, a call came in at approximately 10:55 p.m. reporting a two-vehicle collision just north of Tamarack Lane in the Town of Skanawan.

Upon arrival, deputies found a silver SUV overturned on the roadway with a 20-year-old female, later identified as Alexia C. Zuk of Crandon, trapped inside.

The other vehicle was a white, utility van operated by Rouman, 51, president of Rouman Amusement Company and owner of the Fun Factory Sweet Shoppe as well as gelato catering business.

Rouman was also trapped in his vehicle. He was pronounced dead at the scene. A dog riding in the SUV was also killed in the collision.

“Preliminary investigation revealed that the SUV was traveling southbound on U.S. Highway 51 when for unknown reasons the driver (Zuk) lost control of her vehicle and went through the median” striking the utility van, the release states.

Zuk was extricated and later transported by helicopter to Aspirus Wausau Hospital.

In an updated press release issued Wednesday morning, Lincoln County authorities stated she was treated at the hospital and released. 

Traffic was rerouted for approximately 8 hours while the state patrol conducted an accident reconstruction.

The accident remains under investigation, the sheriff’s office confirmed.

The Rouman Cinema was temporarily closed due the tragedy, according to a message posted to its website. The cinema was expected to reopen today for regular show times. Pre-purchased tickets for show times were to be refunded, according to the post.

Rouman was the great-nephew of Peter and George Rouman who founded the Rouman Amusement Company in Rhinelander in 1921. Eventually, the company included three motion picture theaters (State, Majestic, and Rouman Drive-In) as well as Rouman’s Confectionery & Sweet Shoppe. 

Following the deaths of his uncles, Rouman’s father, Mike, took full control of the company and expanded it. 

In early 2000, the family built the current Rouman Cinema facility and oversaw its various upgrades in subsequent years. 

Mike Rouman passed away last August at the age of 87.

In recent years, George continued the family legacy, serving as the public face of the company and participating in numerous community endeavors.

“For over 30 years, he followed in his father’s footsteps and channeled his dedication and hospitality — working hard and rarely taking a day off,” his family wrote in his obituary. “He appreciated the business his family had created and was always looking for ways to build on new ideas. He was at the forefront of modernizing and installing cutting-edge technologies to improve the moviegoer experience. Improving the concession options and experience was important to George. He would often call on his sister, Patti, for her thoughts and advice. George was the consummate showman by always thinking outside the box.”

After learning of his passing, nine-year-old Willow Boyer and her family felt compelled to leave a memento outside the Rouman Cinema.

“I think even her, at almost 10 years old, understands that we’re very lucky to have what they brought here,” her mother, Mindy Boyer, explained, noting that Willow celebrated her fifth birthday at the Cinema watching “Toy Story 4” and the experience is a “core memory” for her. 

Willow wanted to “thank” Rouman for that experience, Boyer explained.

“We felt a lot better after we came (here),” she added. “We just felt like we wanted to do something.”

“I wanted to remember him because he made that experience so good for all of us,” Willow added.

A full obituary for George Rouman, including information on a planned public visitation at Rouman Cinema, is published on Page 4.

Jeremy Mayo of the River News contributed to this report.

Heather Schaefer may be reached [email protected].