Chicago-based firm to lead strategic planning process as Chicago embarks on transformative era
FOR IMMEDIATE RELEASE
Media Contacts:
Isaac Reichman, ireichman@choosechicago.com, (312) 805-9586
Stephen Crano, scrano@choosechicago.com, (312) 567-8505
Michelle Gonzalez, mgonzalez@choosechicago.com, (312) 259-5708
Chicago, IL (April 30, 2026) – Choose Chicago, the city’s official destination marketing organization, today announced the selection of Chicago-based Hunden Partners to lead the organization’s strategic planning process. The nationally recognized tourism destination and real estate development advisory firm will develop a data-driven, community-informed Strategic Plan to guide Choose Chicago’s priorities, investments, and leadership over the next three to five years.
“This is a defining moment for Choose Chicago and for our city’s visitor economy,” said Kristen Reynolds, President and CEO of Choose Chicago. “As our industry evolves and Chicago continues to gain momentum with new, world-class developments and global events on the horizon, it’s essential that we have a clear, forward-looking roadmap to guide our next chapter. This strategic planning process will ensure strong alignment with our industry partners, community stakeholders, and business leaders—so we can fully capitalize on this moment and position Chicago for sustained growth and long-term success.”
Hunden Partners is widely regarded as a leader in destination development and strategic advisory services, with more than 1,200 studies completed across the country and over $27 billion in destination and development projects built or in progress worldwide. Based in Chicago, the firm brings deep local knowledge alongside extensive experience working with major destination organizations including Visit Philadelphia, Visit California, Visit Dallas, and the Virginia Tourism Corporation.
“Hunden Partners is pleased to partner with Choose Chicago on this important effort,” said Rob Hunden, President and CEO of Hunden Partners. “As a Chicago-based firm, this city is deeply meaningful to us. We look forward to bringing our expertise in data-driven analysis, stakeholder engagement, and destination development to help shape a strategic plan that reflects the strength, diversity, and future of this incredible city.”
The strategic planning process—Choose Chicago’s first since 2023—will result in a comprehensive, actionable roadmap to guide the organization’s work over the next three to five years. Grounded in rigorous analysis and broad stakeholder engagement, the plan will incorporate input from civic, cultural, business, and neighborhood leaders across Chicago.
The Strategic Plan will help focus efforts on high-impact priorities, align with major destination developments, and drive sustainable economic growth across Chicago.
“As Chicago looks to the future, it is essential that our strategy matches the scale of our opportunity and the extent of our ambition,” said Guy Chipparoni, Board Chair of Choose Chicago. “This planning process will help ensure that Choose Chicago is positioned to lead, to innovate, and to deliver meaningful impact for our residents, our partners, and our entire visitor economy.”
The selection of Hunden Partners follows a competitive RFP process launched earlier this year to identify a partner capable of delivering a customized, Chicago-specific strategic plan rooted in data, engagement, and actionable outcomes.
The launch of this strategic planning effort coincides with the implementation of Chicago’s Tourism Improvement District, a new funding model supported by the city’s hospitality industry that will provide dedicated resources to enhance the marketing and sales efforts of Choose Chicago. As the TID takes effect May 1, the Strategic Plan will play a critical role in guiding how these new resources are deployed to maximize economic impact and ensure Chicago remains a leading global destination.
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ABOUT CHOOSE CHICAGO
Choose Chicago is the official destination marketing organization responsible for promoting Chicago as a global tourism and meetings destination—the city that’s Never Done and Never Outdone. Choose Chicago leverages the city’s unmatched assets to enrich the community by attracting meetings, events, and more than 55 million annual visitors, generating over $20 billion in economic impact. o and tag #NeverOutdoneChi on Facebook, Instagram, LinkedIn, TikTok, and X/Twitter. For more information, visit choosechicago.com.
ABOUT HUNDEN PARTNERS
Hunden Partners is the leading advisor in destination real estate development. The firm partners with clients to shape places that become lasting economic and cultural anchors for communities and compelling experiences for visitors.
Grounded in evidence-based insights and deep development expertise, Hunden Partners advances bold ideas into practical, fundable outcomes, bridging the gap between vision and reality.
Services include tourism planning and strategy; market assessment, financial feasibility, and economic impact analyses; and development implementation for specialty assets including arts and entertainment venues, convention and expo centers, hotels, mixed-use districts, and sports facilities ranging from youth tournament complexes to major league stadiums and arenas.
Hunden serves public and private sector clients, including cities, states, destination marketing organizations, universities, authorities, team owners, and private developers. The firm has completed more than 1,200 studies and contributed to the development of over $27 billion in planned or completed projects worldwide.
For more information, visit https://hunden.com.
