New Dundee business association to focus on marketing the community

Promoting businesses, hosting events and putting East and West Dundee on the map are among the objectives of a new association launched by local business owners.

The Destination Dundee nonprofit was created earlier this month, after lengthy conversations among downtown stakeholders who wanted to attract more visitors to the community, association President Lisa Opfer said. The goal, she said, is to develop marketing strategies that cater to consumers and draw attention to the unique offerings in each village.

"We started with, 'How do we bring awareness to the area? How do we let the general public know about the great things we've got going down here?'" Opfer said. "We've had a lot of new businesses open up, and we just feel like we need to put our heads together."

Downtown events and redevelopment projects in both East and West Dundee have resulted in increased economic activity in recent years, said Opfer, who owns The Uncommon Palate in East Dundee. Destination Dundee intends to build upon that success by honing in on specific promotional opportunities.

Representatives from about 10 businesses have joined so far, she said, including Aliano's Ristorante, American Family Insurance, Rosie O'Hare's Public House and a new mixed-use development at 311 Barrington Ave.

In addition to adding more businesses and community leaders to the group, association leaders hope to work closely with the villages and the Northern Kane County Chamber of Commerce.

"All of this is really still in the very infant stages," Opfer said. "We're basically just really open to ideas and open to growing (the association). But we also want to be very methodical."

In East Dundee, for example, community leaders decided years ago to brand the downtown as a culinary district to highlight the abundance of restaurants and food-related shops. Those efforts later fell by the wayside, but Opfer said the association could revamp that concept to attract new businesses and a larger customer base.

Developers of 311 Barrington Ave. donated a temporary sign to the village earlier this month designating the downtown as a culinary district. More permanent signage, such as an archway across River Street, could be forthcoming, officials said.

The association likely will form committees to determine the best ways to highlight each village's strengths, such as signage, new events, commercials or informational brochures, Opfer said. Different industries will require unique marketing strategies, she said, pointing to the new RocHaus live entertainment venue in West Dundee and Santa's Village Azoosment Park on Route 25 in East Dundee.

"We don't want any empty spaces," Opfer said. "We want our businesses, regardless of what type, to thrive."

The next Destination Dundee meeting will be Jan. 3. Businesses and community members interested in joining can contact Opfer at destinationdundee@gmail.com.