The Winnetka Park District has begun On the Horizon, a new marketing campaign aimed at informing residents about the ongoing process of renovating Elder Lane and Centennial beaches.
Starting in late June, the campaign has been used at farmer’s markets and Park District events to engage with residents curious about how the project is coming along.
Winnetka Park District Executive Director Shannon Nazzal explained the long process of receiving permits from the village as well as the Illinois Department of Natural Resources and the United States Army Corps of Engineers is something many residents wanted updates on. She and the rest of the Park District staff felt the marketing campaign would be just the way to accomplish that.
“Everyone that we’ve talked to is receptive to the information and I hope that we’re making them more informed in the process that’s going on to make these a reality,” Nazzal said.
Permits for the Centennial section of the project have already been submitted to the village and are on the third round of back and forth comments between the two organizations. Nazzal hopes it becomes a case of “third time’s the charm.”
“Our hope with Elder is that we see what the questions have been on Centennial so we’ll be able to kind of know ahead of time what’s being looked for to help prepare our submissions more efficiently,” she said. “It’s informational more than anything else.”
The campaign was created completely in house by Park District staff, according to Nazzal.
“It’s been all staff. We have some talented folks on our team,” she said.
The name was chosen as an homage to the saying “something new is on the horizon” to help residents look to the future of the lakefront. It also references the views along the lakefront that many consider the crown jewel of the village.
Longtime opponent of the project Irene Smith noted the irony of the campaign’s name, saying that she and other opponents have worried for years that the project would actually diminish views along the lakefront.
The projects have caused a stir in the village with opponents wanting the beach to remain passive with little development. Issues began after the Park District agreed to a land swap in October 2020 with billionaire Justin Ishbia. In exchange for 261 Sheridan Road, a property directly between the two beaches, Ishbia was set to receive a similar sized parcel at the southern edge of Centennial to add on to his 3.7 acre property just south of the park at 205 Sheridan Road.
The land swap pushed Winnetka resident Rob Schriesheim to file suit against the Park District, arguing it shouldn’t be in the business of giving away public land to private entities. An update on the lawsuit is expected on Aug. 22.
Winnetka Village Council put new ordinances in place to limit the size of lot consolidations in the village and what can be built along the lakefront as a direct result of the construction on Ishbia’s property of his family’s $43.7 million mansion.
More than two dozen lakefront homeowners filed a lawsuit against the village in May, arguing the ordinances diminish their property values and will make selling them more difficult.
The land swap has been deemed dormant after years of back and forth between both parties.
Despite all eyes on the issue, Nazzal isn’t surprised people are still not fully informed on the project, necessitating the marketing campaign.
“A lot of times people will look at projects when there are shovels in the ground or the projects complete,” she said. “People are busy … we want to make a concerted effort to make sure that people are informed of what’s going on in their community.”
Nazzal said she wishes she could make everyone happy with the project.
“We do the best that we can,” she said. “We’re looking to make sure that we bring these assets back to something that the community can be proud of.”
Park District Director of Parks and Maintenance Costa Kutulas hopes to have the permits before multiple village boards starting in September. The permits will have to go before the village’s Plan Commission, Zoning Board of Appeals and the Design Review Board before ultimately being judged by the Village Council.
Plans call for the beaches to reopen for summer 2026.