A Chicago Icon in Transition: The Hideout Nightclub Turns to Thinkinc.
The Hideout, dubbed “the biggest small nightclub,” retained Thinkinc. to develop a strategic communications plan for its 2026 ownership transition. Known as an iconic Chicago institution, The Hideout has been at the epicenter of music, culture, art and politics for over thirty years under the ownership of Tim and Katie and the Hinchsliff brothers.
It was understood that this would be a big moment for the community that surrounds The Hideout. And, it was important for its continued success to have a smooth ownership transition to new owner Teri O’Brien. This meant all parties working together as a team with key messages that would ensure the various audiences understood that The Hideout was going to remain The HIdeout.
To further this effort, Thinkinc. provided the following services:
- Created a comprehensive communications plan across traditional media, social media, website, email and text;
- Teamed with clients to develop key messaging pillars to support the communications playbook;
- Devised a strategy for the owners to announce the sale to their staff and a strategy for the new owner to meet with the staff;
- Provided project management that oversaw the strategy’s implementation;
- Partnered with The Hideout’s promotions manager to craft messaging that fit the venue’s voice, reassuring the public that nothing about their beloved home away from home was about to change;
- Drafted all materials for traditional media, for social media, for an email blast, and for the website, including a bio for Teri O’Brien;
- Coached the clients and provided media training;
- Teamed with The Hideout’s developer to create content for the website;
- Counseled the owners on finding the best-fit SMS platform so they could text news of the sale to their closest friends before the friends were blindsided by news reports of the sale; and
- Collaborated with the former owners to strike just the right tone in their thank-you email and website message to patrons.
The strategy Thinkinc. designed ensured that no matter what happened, the public would perceive that this was a seamless transition. In reviewing media coverage, the three key messages agreed upon appeared in articles, on air and online:
- The legacy of The Hideout will be honored;
- Confidence was high that nothing will change; and
- There is a sense that the new owner will build upon the legacy of The HIdeout and take it even further.
When the news broke Thursday, March 19, 2026, sentiment throughout social media indicated the messaging was received positively: The Tutens and their co-owners ensured a smooth and seamless ownership transition to an owner who will retain The Hideout’s soul. News coverage was equally upbeat and plentiful.
Strategic planning, close collaboration with The Hideout and flawless execution of the plan ensured a seamless and well-received transition.
