Choose Chicago announced on April 30 that it has selected Hunden Partners, a Chicago-based advisory firm, to lead its new strategic planning process. The plan will guide the organization’s priorities and investments for the next three to five years.
The move comes as Choose Chicago aims to align its efforts with evolving industry trends and upcoming developments in the city. Kristen Reynolds, President and CEO of Choose Chicago, said, “This is a defining moment for Choose Chicago and for our city’s visitor economy. 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 has completed more than 1,200 studies nationwide related to destination development projects totaling over $27 billion globally. Rob Hunden, President and CEO of Hunden Partners said, “Hunden Partners is pleased to partner with Choose Chicago on this important effort. 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 new Strategic Plan will be developed through broad engagement with civic leaders as well as cultural organizations across neighborhoods in the city. Guy Chipparoni, Board Chair of Choose Chicago said: “As Chicago looks to the future, it is essential that our strategy matches the scale of our opportunity and the extent of our ambition. 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.”
Hunden Partners was chosen after a competitive request-for-proposals process earlier in 2026 aimed at finding an advisor able to create a customized plan focused on data-driven results.
The launch of this effort coincides with implementation of the city’s Tourism Improvement District funding model starting May 1; these dedicated resources are expected by organizers like Reynolds “to maximize economic impact” while ensuring continued growth for tourism in coming years.
