The Challenge
A long-standing, little-known liquor prohibition was holding back restaurants in a small sliver of Chicago’s Lincoln Square neighborhood.
Enacted in 1907, the historic ban was created in response to local residents’ opposition to the construction of the “Tyrolean Alps” amusement park and German beer garden and as part of a broader temperance movement sweeping Chicago neighborhoods during the early 20th century.
The 1907 prohibition was extended by the Illinois Liquor Control Act of 1934, which was passed shortly after the national repeal of Prohibition in 1933. The Act allowed precincts to continue enforcing “dry” areas through local referendums.
In the 9th precinct of the 47th Ward, which encompasses the area between Montrose, Sunnyside, Lincoln, and Damen Avenue, the historic ban extended the prohibition of alcohol sales at retail establishments for over a century.
When two local restaurants discovered the threat to their businesses’ bottom lines after being rejected for city liquor licenses, they enlisted Culloton + Bauer Luce to devise a public affairs campaign to overturn the ban at the ballot box in the November 2024 elections via a local neighborhood referendum.
Our Approach
Once engaged, CBL assessed the biggest threat to success was public awareness. First, the referendum would only appear on the ballots for registered voters who live in the 47th Ward’s 9th precinct, where a majority of residents live in apartments and multi-unit buildings that require gated access, which meant door-to-door campaigning would be challenging.
The legally required wording of the referendum created an additional hurdle. Instead of voting “YES” to overturn the liquor ban, voters would be asked if the ban “shall be continued,” necessitating them to vote “NO.” That turn of phrase required an additional layer of voter awareness and education.
To overcome these unique challenges, CBL devised a multifaceted strategy involving powerful messages, a compelling messenger and some helpful friends to get the word out to neighbors to help their local businesses.
Messages: CBL focused on 3 key messages to support overturning the ban:
- A vote in support would level the playing field for small businesses to ensure fair play – noting local restaurants and retailers literally across the street from the 9th precinct could already sell alcohol, putting these newer establishments at an unfair disadvantage.
- Voting “YES” for the measure would help Lincoln Square continue to grow the lively, thriving neighborhood that attracts residents and visitors alike, and
- Supporting restaurants supports the local economy and city tax base.
Messenger: Once we had our story straight, we needed the right people to tell it. CBL worked with local restauranteurs to explain the importance to their bottom line by being able to sell cocktails and wine, which yield higher sales margins and allow the owners to employ their workers and serve the local neighborhood, while also supporting their own families. It was a win-win-win message that helped create significant awareness, support and momentum for the referendum question in advance of the November 2024 election.
Coalition & Awareness Building: With the right story and the best messengers, CBL worked with local restauranteurs and residents to get the word out on all fronts.
Digital: For starters, the team worked with local businesses and restaurants to launch a campaign “digital HQ” to drive voters to the site to learn more about the ban, its history and the importance of overturning it for the neighborhood. Social media, including a small paid ad buy, drove residents in the area to the site as well.
Swag & signage: Restaurants impacted by the ban appealed to their customers and local passersby to vote in support of overturning the prohibition. Servers wore shirts to “Vote No” to overturn the liquor prohibition, menus included leaflets explaining the ballot question, and signs inside and outside their establishments promoted the vote “No.”
Coalition building: CBL facilitated introductions and meetings with the local chamber of commerce and neighborhood association, both of which elected to support the ban overturn and communicated its support to their members and supporters. Supporters also engaged the ward committeeman and the local alderman, who then provided supportive statements to local media covering the ballot question and supportive emails to their thousands of followers. The neighborhood outreach also contributed to additional organic reach on local social media channels.
Media relations: During a highly contentious national 2024 election cycle, CBL took advantage of a “feel-good” story to appeal to local media to earn greater awareness of the Lincoln Square ballot initiative. Many local media outlets including the Chicago Tribune, Chicago-Sun times, Crain’s Chicago Business and Block Club Chicago, as well as local affiliates CBS, WGN and WTTW, generated greater awareness of the ballot question as early voting got underway in mid-October.
As a result of CBL’s coalition building, the local alderman and local neighborhood groups all signaled support in local interviews.
Proven Results
On election day on Nov. 5, 2024, nearly 85 percent of voters overwhelmingly supported overturning the referendum to overturn the century-old liquor prohibition in the 9th precinct.
