Rockford then and now

I’ve been a fan of the Rockford Region since I first visited a decade ago as part of a team working on a marketing blueprint for the city. I remember leaving our hotel (which was not downtown), driving on Main Street, and wondering what we would find when we reached the city. It felt like a suburb at first, until we rolled into downtown. On my right was this immense industrial building with shattered windows exposing massive steel beams and concrete floors. As I’m sure you know, that was the old Amerock factory, once a proud producer of cabinet hardware and a symbol of Rockford’s manufacturing might. Back then, it was just another abandoned building, echoing a familiar Rust Belt story.

At that time, Rockford was known for its historical industrial roots of aerospace manufacturing, furniture, and even the iconic sock monkey. But it had also become known for its struggles: high unemployment, negative headlines, a city trying to shake off the weight of its past. The river, which today feels like Rockford’s front porch, was an underused asset

Even then, though, what struck me most wasn’t the boarded-up windows. It was the people. Rockfordians were brimming with passion and optimism, determined to write a new chapter for their city. That spirit was exactly what the regional leaders sought to harness when they laid out a bold goal: to change perceptions, build on local pride, and make Rockford a top 25 community by 2025.

A city that stepped forward
Fast forward to today, and that vision has become a reality. The old Amerock building that once loomed with broken windows is now an $87.5 million Embassy Suites and Rockford Conference Center. It’s more than just a hotel; it’s a symbol of how Rockford truly took a step forward, opening doors for residents, visitors, and investors alike.

The riverfront itself is transformed. The brand new, $40 million Rockford Public Library sits proudly along its banks, replacing the original Carnegie library on the same site but with bright glass walls that frame the water from every floor. Nearby, the Hard Rock Casino Rockford is drawing crowds and live music to a part of town once marked by uncertainty. Together, these projects show what happens when opportunity is a mindset of city leadership.

Entertainment choices for all
It’s not just about big anchor projects. The vision included ensuring that Rockford would become a place where life is vibrant, with entertainment choices for all. That’s become unmistakable downtown—from live shows at the Coronado Theatre to new restaurants, breweries, and Stroll on State growing into one of the Midwest’s most charming holiday festivals. Rockford is bustling with options that locals once had to drive to Chicago to find.

Building on the wings of aerospace
Rockford didn’t walk away from its industrial DNA; it evolved it. In the past 10 years, the regional economy has soared on the wings of aerospace. Today, the region has the nation’s sixth-highest concentration of aerospace production workers, with companies like Collins Aerospace and Woodward investing and hiring.

Rockford also turned a logistical advantage into a major growth engine. Just over an hour from Chicago, it’s become a key distribution hub in the Midwest. UPS operates its second-largest U.S. air hub here, and Chicago Rockford International Airport is rising on lists of the nation’s busiest cargo airports.

Resiliency to take on the tough stuff
When we first came to the region, we discovered that Rockford was a place with the resiliency to take on the tough stuff. That’s more than just words. Under Mayor Tom McNamara, violent crime has dropped about 34%, while property crime fell nearly 30%. The Family Peace Center, which opened in 2020, brings together police, health care, and advocacy to serve thousands of domestic violence survivors. Rockford now outpaces peer cities in this critical area, proving what happens when communities come together to solve problems head-on.

The living is easy, and people are noticing
Perhaps the most striking validation of Rockford’s transformation is that people across the country have started paying attention. Realtor.com recently named Rockford the hottest housing market in the nation, and it’s easy to see why. Homeownership is still attainable, commute times are enviably short, and residents have access to a quality of life that feels both authentic and increasingly dynamic.

Meanwhile, the city’s reputation as a playground for endurance athletes is taking off. Rockford secured a multi-year partnership with IRONMAN, hosting Illinois’ first-ever IRONMAN 70.3. This summer’s event was a sellout and brought close to 10,000 visitors, injecting millions into local businesses. It’s the perfect example of how Rockford is a place where finish lines become invitations to explore more.

At the heart of it all
Through all these changes, one thing hasn’t shifted: the people. A decade ago, residents were already talking with pride and hope about their city, even when the path forward was uncertain. Today, that same spirit fuels collaborations between the Chamber, Go Rockford, city leaders, educators, and developers. It’s a playbook rooted in grit, creativity, and the belief that everyone wins when the community rises together.

Rockford’s story isn’t about forgetting its industrial past; it’s about using it as a foundation for something more diverse, resilient, and welcoming. From boarded-up factories to a downtown humming with hotels, parks, live music and river views, Rockford stands as proof that when a city backs its people, they’ll build a future worth bragging about.

Development Counsellors International (DCI) is a full-service and highly specialized marketing firm with expertise in economic development, tourism, and talent attraction marketing. The team of in-house creative placemakers develops, designs, and executes marketing campaigns that attract more visitors, business, and talent to client destinations.

The views expressed are those of the author(s) and do not necessarily represent those of the Greater Rockford Chamber of Commerce.