Kristen Reynolds, a seasoned leader in the tourism industry, has been appointed as the new president and CEO of Choose Chicago, the city’s official tourism marketing organization. Reynolds, who previously served as CEO of Discover Long Island for a decade, steps into this high-profile role at a critical time as Chicago continues its post-pandemic recovery in the tourism sector.

Her appointment follows a yearlong search process that was delayed by political tensions between the board of Choose Chicago and Mayor Brandon Johnson’s office. The organization sought a tourism expert with a proven track record, while the mayor initially pushed for a political ally with no direct experience in the field. Ultimately, Johnson endorsed Reynolds, recognizing her leadership in the industry and her ability to boost Chicago’s global appeal.

A Strategic Leader for a Competitive Market

Reynolds brings over 27 years of experience in tourism, including key roles in Arizona’s tourism sector before leading Discover Long Island. Her extensive background in destination marketing and government lobbying has positioned her as a strategic choice to elevate Chicago’s presence in a highly competitive market.

"Chicago is a world-class city with unparalleled cultural, culinary, and business assets, and I am honored to take on this leadership role at Choose Chicago," Reynolds said. She acknowledged the city's tourism growth but noted that Chicago has yet to return to its record-breaking visitor numbers from before the pandemic. “The numbers say the city has not recovered to where we want it to be. That’s why I’m here,” she added.

One of her top priorities will be the implementation of a Tourism Improvement District (TID), which would introduce a higher tax on hotel stays. This initiative aims to increase Choose Chicago’s funding, allowing the organization to compete with larger-budget destinations such as Orlando and Las Vegas. If approved, hotels with more than 100 rooms would see an increase in the city's hotel tax to 18.9%, the highest rate in the nation.

Navigating Political and Economic Challenges

Reynolds' hiring comes amid political struggles and financial challenges for Choose Chicago. The organization, which operates with a mix of public and private funding, has seen its annual budget return to pre-pandemic levels at $33 million, but it still lags behind competing cities. The TID could potentially double this budget, although concerns remain about opposition from convention planners and the broader hospitality sector.

Having previously worked with over 900 elected officials in Long Island, Reynolds is no stranger to navigating political landscapes. She had a productive meeting with Mayor Johnson and emphasized her experience in dealing with local government. “I come from New York,” she said, highlighting her ability to manage complex political environments.

A Personal and Professional Transition

Beyond the professional appeal, the move to Chicago is also a personal one for Reynolds. Her husband, Thomas Reynolds, is originally from the Chicago area, and their daughter is currently a sophomore at Loyola University Chicago.

Reynolds will officially assume her role on May 5, 2024, succeeding interim CEO Rich Gamble, who stepped in after Lynn Osmond left the position earlier this year. While her exact salary has not been disclosed, the Choose Chicago CEO role has historically been one of the highest-paid public positions in the city, previously earning $520,000 per year.

With her leadership experience, industry expertise, and commitment to revitalizing Chicago’s tourism economy, Reynolds’ appointment marks a pivotal moment for the city’s travel and hospitality sector. Her success in rebranding and promoting Long Island will be closely watched as she takes on this new challenge in one of the most dynamic tourism markets in the United States.