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FROM THE STATE TRAVEL DIRECTOR
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Summer is a great time to experience the unique cultural offerings that
make Illinois stand out as an exciting, diverse and, increasingly, eco-friendly
destination. Sustainability and "green" travel is here to stay, with many of our
destinations already on the cutting edge and setting an example for other industry
partners.
One step we can take statewide is to tout affordable and convenient mass transit
options like Amtrak. The rail service is currently offering a 20 percent discount
for its five Illinois routes, including service from Chicago to Quincy and Chicago
to Carbondale. Riding Amtrak is both fuel efficient and it generates less carbon
dioxide than travel by either air or car. Amtrak also uses only ultra low-sulfur
fuel and has its own recycling program.
Many of the state’s hotels and accommodations are also on the forefront of
the green movement, too. In fact, the Intercontinental Chicago was the first hotel
in the city to receive the Energy Star award for highly efficient energy use. It
also boasts a green roof and use of local organic meat and produce. Allen’s
Log Cabin Guest House in Galena may recreate the historic early 1800's, but it includes
cabins retrofitted with today's luxurious and eco-friendly amenities, with all firewood
from fallen trees or lumber business remnants and biodegradable cleaning supplies
and personal care products.
Another key tool is the development of green spaces in urban areas. Chicago is a
leader with attractions like Millennium Park, which features more than 25 acres
of beautiful gardens, parks, and outdoor theaters. Visitors can tour Millennium
Park and other Chicago neighborhoods on an eco-friendly Segway with the Chicago
Segway Tour.
We can also look to destinations like Murphysboro's Green Retreat, a family-owned
and operated agri-business that includes 97 acres of forest, hayfield, lakes and
ponds, as well as overnight accommodations, all of which include high-efficiency
heating/AC units, on-demand hot water heaters, low-flow shower heads and energy-efficient
lighting. The retreat also serves locally grown produce and meat. Environmental
education programs are available to all visitors and, as an added bonus; Green Retreat
provides a free shuttle service to and from the Carbondale Amtrak station.
Green dining options are widely available throughout the state. The Firefly Grill
in Effingham has been recognized by Bon Appétit Magazine as the number two restaurant
on its Best Eco-friendly restaurants list. The building is lined with recycled steel
and wood, vegetables and herbs are grown in the restaurant garden, leftover food
is used as compost for the soil in their garden, only locally raised chicken, lamb,
and beef are served and customers are given biodegradable containers for takeout.
And I can tell you first hand that the food is delicious!
This is only the tip of the iceberg, but it goes to show that sustainability is
more than a trend. It's a practical strategy for destinations of any size to attract
more visitors and make a difference.
Finally, as I always do, I ask you all to travel the state to see for yourselves
all of our great offerings. And when you do, please write me about your trip and
I will post it on the enjoyillinois.com blog. I look forward to hearing about all
of your travels.
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SPRING/SUMMER UPDATE: THERE IS
A PLACE
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The spring/summer advertising campaign, “There is a Place,” launched
in March, showcasing Illinois’ unique combination of things to do that are
hard to experience in any other Midwestern state. The new campaign shows consumers
that Illinois is a place where magnificence can be summed up in a mile, but isn’t
limited to just one.
JWT produced five TV spots that are running in 20 markets throughout the Midwest.
The campaign also includes live radio reads, two new print advertisements in Parents
Magazine and Midwest Living, an online banner campaign and spring and summer e-newsletters.
Additionally, JWT launched several enhancements to enjoyillinois.com, including
14 new spring/summer getaways; a redesigned Kidventures section featuring a partnership
with Emily Kaufman, aka The Travel Mom; new “share” functionality
allowing visitors to share pages throughout the website on Facebook, Twitter and
other social media outlets and an interactive trivia/poll feature.
Edelman complemented the advertising launch with a consumer facing event on Michigan
Avenue: seven iconic characters representing unique travel destinations across Illinois
– Abraham Lincoln, Southpaw from the Chicago White Sox, the Eli’s Cheesecake,
Superman, a Peoria river boat captain, Lewis and Clark and a scuba diver –
were strategically placed along the street and people were encouraged to “find”
them, take a picture and then upload it to the Enjoy Illinois Facebook page.
Through the help of the Alton Convention & Visitors Bureau, Aurora Area Convention
& Visitors Bureau, Chicago Office of Tourism, St. Charles Convention & Visitors
Bureau, Springfield Convention & Visitors Bureau, Peoria Convention & Visitors
Bureau and Rockford Area Convention & Visitors Bureau, we were able to provide
amazing giveaway packages to seven lucky winners, chosen at random from the Facebook
page submissions. Edelman partnered with WLIT-FM in Chicago to promote the giveaway
packages. The contest was also covered by the Chicago Sun-Times, WMAQ-TV (NBC) and
WLS-TV (ABC). In total, the launch on Michigan Avenue received more than 5.2 million
impressions, 247 photo entries and reached 152,123 consumers through Twitter alone.
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The Slow Food Movement
Providing fresh, farm-grown, locally raised foods, otherwise known as the Slow Food
movement, is not just a passing fad but a new way of life for many foodies. Restaurants
have been offering customers sustainable foods for years but until recently it hasn’t
caught on with mainstream consumers. Slow Food Chicago is an educational nonprofit with the goal
of creating a world in which everyone can enjoy food that is good, clean and fair.
In fact, with more than 3,000 members in Chicago alone, this group represents some
outstanding restaurants that are trying to break into this dining experience.
But it’s not just Chicago that is leading the pack. Across the state, efforts
to provide fresh, locally-raised produce, vegetables, meats and cheeses are being
acknowledged by both diners and the national media. In 2008, for instance, Bon Appétit
named Firefly Grill
in Effingham
the number two eco-friendly restaurant in the country and credited it for moving
the “green revolution” forward. In Edwardsville, Fond provides fresh ingredients transformed into culinary
masterpieces that have received recognition from the local press and the Slow Food
movement. Peoria’s
June
Restaurant uses the best local and seasonal products from a network of farmers,
including one who dedicates 80 acres of certified-organic land growing specifically
for the restaurant. June marries nature's best with progressive techniques and technologies
that result in an exciting new dining experience. Travel + Leisure recognized June as one of the 50 Best New
Restaurants in the U.S., citing Chef Jeff Adams for his unique combination of the
molecular and locavore.
International Pow Wow 2010
From May 15 – 19, the Illinois Office of Tourism attended the U.S. Travel
Association's International Pow Wow in Orlando. Though overall attendance was rumored
to be down from last year, there was no shortage of interest in Chicago and Illinois.
The UK and German media especially were very interested in our Route 66 product
promotions and the “History Comes Alive” program taking place in Springfield
this summer. During Pow Wow, attendees had the opportunity to meet one-on-one with
key international operators and media. International buyers indicated strong interest
in Chicago and Illinois in 2010 and beyond as the interest in the U.S. continues
to increase.
Tourism partners in attendance from Illinois included the Adler Planetarium &
Astronomy Museum, Alton CVB, Art Institute of Chicago, Champaign County CVB, Chicago
Architecture Foundation, Chicago Convention & Tourism Bureau, Chicago Office
of Tourism, Chicago Plus, Chicago’s Essex Inn, Doubletree Hotel Chicago Magnificent
Mile, Field Museum, Great River Road, Greater North Michigan Avenue Association,
Gray Line Chicago, John Hancock Observatory, Quad Cities CVB, Rockford Area CVB,
Springfield CVB and Skydeck Chicago. The Great Lakes of North America announced
a new partnership with a receptive operator, TourMappers, who will be traveling
to our state later this year or early 2011 to include new product for Illinois.
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