Lake County having its own restaurant week in June
Lake County foodies can rejoice, because they'll receive a restaurant week of their own with special deals in June.
Following the lead of other suburban areas, the Visit Lake County tourism bureau is behind the region's newest restaurant week, set from June 10-19. Visit Lake County President Maureen Riedy said at least 40 establishments are expected to be aboard for the special week created in response to requests from hospitality industry members.
"We really wanted to shine the spotlight on the Lake County restaurants," Riedy said. "We think it's an opportunity to let diners around the county and visitors know about how many unique dining opportunities there are in Lake County."
Riedy said the tourism bureau will put its marketing muscle behind the inaugural effort. Establishments must pay $350 in exchange for menu listings on the restaurant week website and other promotional activities.
In addition to wanting to capture new diners who might become repeat customers, Riedy said, Lake County Restaurant Week is meant to bring visitors to the area just before the tourist season begins later in June at Six Flags Great America in Gurnee, the Chain O' Lakes and other attractions.
"We're not in the peak summer season yet," she said, "so we saw it as a chance to kind of actually create a buzz going into the summer season. So, we're using (restaurant week) as an opportunity to kind of kick off our big summer tourism season."
Similar to the other suburban restaurant week events, Lake County's version will give diners an opportunity to sample fixed-price dinners with an appetizer, entree and dessert, or specials such as two-for-one meals. Some restaurants are expected to create special menus for the week to offer the best of the best.
"We think some of the higher-end restaurants, or white-tablecloth restaurants, will go with the price-fixed menu," Riedy said. "And some of the other more family-friendly restaurants may decide to do the special offers."
Chicago was first in the metropolitan area with restaurant week nine years ago, and has offered a smattering of suburban establishments in the program. That led to the creation of suburban-only events, such as the third annual Chicago Northwest Restaurant Week in February.
Dave Parulo, president of Meet Chicago Northwest, the convention and tourism organization that markets the Northwest suburbs as a destination, said the week occurs after Valentine's Day - a good time to try to fill seats with a discount promotion because that's a traditionally slow time for restaurants.
It's difficult to track where the business is coming from or whether repeat customers develop from the effort, Parulo said. However, participation started at 34 restaurants in the first year and was at 40 in 2015 and 2016.
"We've gotten excellent feedback," he said. "Our mission as a convention and visitors bureau is to be an economic driver for communities."
Parulo said an advisory board of restaurateurs has helped guide the promotion and make suggestions on what to charge for a mandatory fixed-price menu. He said more participants this year added onto Meet Chicago Northwest's promotional efforts by using social media to generate restaurant week interest.
Nicole Khayat, co-owner of the fine-dining Primo Italian restaurant in Gurnee, said she looks forward to being part of the first Lake County Restaurant Week. While the Italian restaurant's regular menu has dinner entrees starting at $19 with chicken parmesan, Primo's restaurant week customers will get an appetizer, entree and dessert for $25, she said.
"We've only been open for six months, so I think this really gives us an opportunity to showcase some new and innovative things we're doing here, as well as showcase the new changes to our menu," Khayat said.
Riedy said the tourism bureau plans to conduct a survey to gauge the success of the inaugural event. She said the organization has well exceeded its goal of having 20 establishments taking part.
Along with Primo, Beelow's Steakhouse in Lake Zurich, Half Day Brewing Co. in Lincolnshire, Lake House in Lake Villa, The Shanty in Wadsworth and Port of Blarney near Antioch are booked to be in the inaugural Lake County Restaurant Week.
Suburban restaurant weeks that debuted this year include Mount Prospect in March and the Elgin Area Convention and Visitors Bureau, which wrapped up Monday, April 4. Lombard has had a restaurant week since 2012, while Wheaton joined the fun in 2014.