Elgin Area Chamber rebrands to focus on today's relevant business priorities

ELGIN - In early 2021 as the economy was still recovering from the COVID shutdown, the Elgin Area Chamber of Commerce (EAC) began a nine-month strategic assessment of its mission, activities and goals.

"As part of the process, the board, its executive committee, and over 60 chamber members and local community and business leaders participated in over 15 Zoom focus group sessions," said Keith Rauschenberger, Rauschenberger Financial Advisors, a member of the Chamber board executive committee, who led the strategic planning effort.

The goal of each session was to obtain unedited and actionable advice on how the Elgin Area Chamber will move ahead in the future. "We asked what the Chamber should start doing, stop doing, and what it should do more of," Rauschenberger said. "We confirmed we have quality programming and the confidence of the business community, yet we have the opportunity to enhance our existing strengths to remain pertinent and progressive."

"Our strategic plan to leverage and maximize our resources, including a rebranding of our organization, was unanimously adopted by our chamber board of directors," said Carol Gieske, chamber president and CEO. "Our path to success includes three primary paths and nine lanes to focus and organize chamber activities as part of the long-range strategic plan. Our new mission clearly represents our goal of connecting businesses and communities through leadership, engagement, advocacy and collaboration."

Chamber board of directors Chair Michael Wong said: "Our Chamber is a proven collaborative business community resource providing relevant, innovative, and impactful programming and services that ensure a healthy business climate and enhanced quality of life. This new direction and refreshed identity will ensure our ability to positively impact our local business community in Elgin, South Elgin and beyond."