Michigan Avenue - Niche Media - Michigan Avenue magazine is a luxury lifestyle magazine centered around Chicago’s finest people, events, fashion, health & beauty, fine dining & more!
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" IPW is an opportunity to bring all the movers and shakers in the travel industry to Chicago." JEN HOELZLE FROM TOP: Don Welsh and Jen Hoelzle discuss the impact of IPW while enjoying Tuscan kale salad; pan-seared chicken with red apple miso; a hand- shaken daiquiri, one of mixologist Clint Rogers's specialty cocktails. international business, and between Governor Quinn and Mayor Emanuel's vision for bringing more global business and visitors to Chicago, IPW fit within our sweet spot. JH: It's an opportunity to bring all the movers and shak- ers to Chicago. So much has changed in the city in the past 15 years since it was last held here; it's time for them to come back. [Gravity bourbon cocktail and Lagunitas Little Sumpin' Sumpin' beer are served] DW: Jen, great being with you, as always. JH: Cheers! DW: If someone international discovers the state, they're most likely going to wind up in Chicago, because it's a great gateway for people who want to experience the other parts of our country. Like Route 66 — JH: Which starts in Chicago, and so many people don't know that. It's a huge draw for travelers. It's going to be fun to have some great announce- ments about Route 66 during IPW. [Pork tacos are served] What do you think of the drinks? JH: Mine tastes fantastic; it's really smooth. It's a departure from my gen- eral Cabernet [laughs], but I would definitely order it again. DW: Having great breweries in Chicago, we're so fortunate. I'm a fan of this Little Sumpin' Sumpin' from Lagunitas. Very good beer. I had the chance to walk the raw space [of the new Lagunitas Brewery in Pilsen], and it's going to be the largest craft brewery in the United States at 100,000 square feet. JH: Don, try this—it's the best taco I've had by far. There's a little spice at the end. DW: Yes, a little kick. This is decadent. [Tuscan kale salad is served] JH: Wow. DW: We can't eat that—it looks too nice! How does the partnership between your agencies work? JH: Clearly we're all trying to attract visitors to the state of Illinois. We want people to come to Chicago and have a good time, but we want peo- ple to get outside the city and have those experiences as well. How's the salad? DW: You can feel the health in it—which helps offset the taco. There's constant communication [between our organizations]. That can't be emphasized enough because we both have a limited media budget, particularly out of mar- ket. Rather than spend on the same markets as Jen at the same time, we coordinate the buys to stretch our dollars. And Jen is reaching markets that we can't afford to be in. It's pretty basic, but those basics had not been done for many years until Jen's arrival and the Mayor. JH: That's good company to be in. [Laughs] [Entrées of steamed mussels with chorizo and pan-seared chicken with red apple miso and grilled bok choy are served] JH: These mussels are really tasty, and the sauce is so good—perfect for dipping with bread. Try this. DW: If you insist. And the smoky taste of the chicken is just incredible. Beyond IPW, what other exciting things are happening in tourism? JH: We had a hugely successful advertising campaign over the fall called "Mini Abe"—it increased traffic to our website something like 75 percent. I can definitely say there will be more Mini Abe in our future. DW: Which is fantastic because it's so much fun. In terms of the city, we're planning to open a fourth office in China, and we also have our eye on Australia. All of these international projects further justify why we aggres- sively went after IPW. So what's your favorite thing about this place? DW: This restaurant, like a lot of places in Chicago, has incredible food and ser- vice, and at the same time you're sitting at the bar just enjoying the company. JH: Casual elegance is such a great way to describe it. DW: That's Chicago. It's part of our DNA. MA For more of Hoelzle and Welsh's discussion of IPW and tourism in Illinois and Chicago, visit michiganavemag.com. continued from page 86 88 MICHIGANAVEMAG.COM ON THE TOWN 086-088_MA_Taste_OTT_Spring_144.indd 88 2/11/14 11:48 AM