Chicago Northwest Blog

Media Release

Meet Chicago Northwest Announces New President and CEO Heather Larson, CMP

Heather Larson, CMP - hlarson@chicagonorthwest.comSchaumburg, IL (June 14, 2021) – The Board of Directors of Meet Chicago Northwest, the official destination marketing organization for Chicago’s northwest suburbs, has selected Heather Larson, CMP to lead the organization after a nationwide search. Larson will take on the position effective immediately.

Larson previously served as Director of Sales with Meet Chicago Northwest. She joined the bureau in December 2010 when it was then known as Greater Woodfield Convention & Visitors Bureau. Her career spans back to the early 1990’s when she started fresh out of the University of Wisconsin Madison as a Sales Manager at the Bismarck Hotel, now the Allegro Royal Sonesta in Chicago’s financial district. Always in sales, Larson then moved to The Whitehall Hotel, The Drake Hotel and The Fairmont Hotel Chicago successively. Larson worked for three years with HelmsBriscoe before taking time off to raise her children. She joined the convention bureau as a Sales Manager and became the Director of Sales in 2014.

Larson has served on the board of directors for numerous industry associations including Meeting Professionals International Chicago Area Chapter and the International Association of Exhibitions and Events Midwest Chapter, where she is Chair-Elect. She is also a Lifetime Member and National Delegate for Girl Scouts of the USA. She earned her Certification as a Meeting Professional or CMP in 2012.

“I am honored and excited to be chosen to lead Meet Chicago Northwest as the lead destination promoter,” Larson said in a statement. “It is of high importance that Meet Chicago Northwest guides the recovery of our hospitality community. We will start work immediately to engage community stakeholders to assist in laying the framework for our recovery.”

The Board of Directors is thrilled to see Heather Larson as the new President of the organization. Heather has achieved terrific results for Meet Chicago Northwest, bringing first time visitors from all over the United States to the eight communities Meet Chicago Northwest represents. Her drive and energy advocating on a national-wide level for the businesses has always been commendable. We are thrilled for the opportunities Heather will bring in her new position”, said Dieter Heigl, Chairman of Meet Chicago Northwest and General Manager of the Renaissance Schaumburg Convention Center Hotel.

Larson resides in Des Plaines, Illinois with her husband of 22 years, her two college-aged children and their dog, Comiskey.

A headshot for Heather Larson is available here:


About Meet Chicago Northwest

Meet Chicago Northwest is the official destination marketing organization for eight vibrant and sophisticated communities on the northwest edge of O’Hare International Airport. Conveniently located near one of the world’s leading cities, Chicago Northwest offers destination amenities including over sixty hotels with 10,000 guest rooms, as well as hundreds of restaurants and major attractions. The organization’s mission is to make a positive economic impact by marketing and selling the region to meeting and convention planners, sports tournament producers as well as individual travelers. Information about Meet Chicago Northwest is available at


Meet Chicago Northwest Media Contact

Heather Larson, President and CEO
1933 N. Meacham Rd., Suite 210
Schaumburg, IL 60173
P: 847-490-1010



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