In Sunday’s Tribune there was a full page ad asking Chicago, do we want the Pump Room back or the new Gold Coast Kitchen?

It’s a little like asking do we want the Action film or the Opera? It puts the responsibility on the consumer and we already have plenty of that.

In this instance I don’t think all votes are equal. The people who will go to the Pump Room probably won’t want to play, “let me tell you what your business should be.” Chicago may want the Pump Room but shouldn’t you ask the people who will go to it?

And how do we know what the new Pump Room will be like? Do we get to keep the plumes and Piano? Will it be a revival for people with taste on a budget or will it be the wallet-busting special occasion spot? Do we get a special appetizer menu on Friday’s or do we wear our tattoos to the Gold Coast Kitchen and eat sprouts with our Carrot Martinis?

Now I do like crowdsourcing in certain situations. A good crowdsource can create Wikipedia, which rocks. It’s great for telling America who’s got talent. But for a hotel restaurant? Here’s a suggestion that Jonathan Tisch used when doing market research for his hotel in Miami.

He dressed up like his mother, went out on the street and asked people what they thought. He asked people in the neighborhood while wearing a babushka and then filmed it and included it in the bid for the property development. (which he got)

I understand that umpteen dollars is a lot to risk and you don’t want to make a mistake. But we as the consumer don’t and probably can’t tell you what will work.

Let us know what you’re thinking. Give us a little more context and you’ll probably get what you need from us…like specific market research.