How can we create memorable downtowns?

From curating unforgettable experiences, to providing useful data and promoting success stories, Michael Edwards, the President and CEO of placemaking group, Chicago Loop Alliance, shares how to manage and sustain the appeal of downtowns as vibrant and engaging destinations. 

You have been leading Chicago Loop Alliance since 2012. Tell us about this nonprofit placemaking group. 

Michael: Formed in 2005, the Chicago Loop Alliance (CLA) manages the Chicago Loop Business Improvement District (BID) , the largest central business district in the U.S. outside of Midtown Manhattan in New York. 

There are 55 Special Service Areas (SSAs) established since 1977, and the legislation of BIDs introduces a replacement option to SSAs. These are local districts that support enhanced maintenance and marketing efforts of key areas, tapping on additional localised property tax levies that building owners pay. CLA helps to maintain State Street, the oldest and largest Special Service Area in Chicago.

Supported by 300 businesses, organisations, and individuals throughout Chicago, we contribute actively to making the downtown a more vibrant place for business, and an attractive lifestyle destination for residents, workers and tourists. 

Through initiatives like ACTIVATE, the Alliance has brought life to unexpected spaces in the downtown of Chicago. Tell us more. 

Michael: The initiative activates forgotten and underutilised spaces in the downtown area. Such spaces are usually streets or back alleys – places where people may walk past every day but hardly notice them. 

An example of an ACTIVATE event. Image: Chicago Loop Alliance. 

We try to activate different streets or spaces a few times each year. The location remains secret until a week before each event, adding an element of surprise. These popular events draw large crowds to different venues each time. The street transforms into a lively festival space, with each event offering unique programming. Visitors might encounter live music, marching bands, art installations, or even fashion shows using the street as a runway. These diverse activities create an engaging, ever-changing atmosphere. 

As a result of ACTIVATE over the years, more than 30 permanent murals have been created, engaging over 700 artists to activate alleys in a special way. Businesses in the area also benefit from the influx of customers drawn by these events. 

How else can we connect communities to the downtown?

Michael: State Street, the iconic street that Chicago Loop Alliance manages, is an important corridor that has been a key part for people’s lives. It is a place for celebrations. People often come here to do their Christmas shopping and make memories that last a lifetime.

We are exploring ways to further activate the street to reflect diverse interests. For example, if there is a Taylor Swift concert at Soldier Field nearby in the evening, we could close the street in the afternoon and throw a Swiftie party prior to the concert. 

State Street, managed by the Chicago Loop Alliance. Image: Adam Alexander. 

Or if Lionel Messi is coming to play at the stadium, we could invite children soccer teams to play along State Street. In this way, the street becomes even more connected and tied to people’s lives and memories in vivid and exciting ways. 

Many of our downtown areas were significantly affected by the COVID-19 pandemic. How did Chicago Loop Alliance navigate that difficult period?

Michael: During the pandemic when many had to work from home, nobody was going to the restaurants, cafes and shops. The theatres were also closed. There was a lack of information for people to make sense of what was going on. 

Chicago Loop Alliance proactively works to restore confidence in the downtown during the pandemic and after it. Image: Chicago Loop Alliance. 

The Alliance became the authoritative source of information. We leveraged our strong relationships with businesses and stakeholders to gather and share crucial data, including pedestrian traffic, transit ridership, hotel occupancy, and office occupancy. This was helpful for businesses to make more informed decisions. For example, they used the data to decide when to open their shops and restaurants to capitalise on periods when there were more people in the downtown area. 

With the media turning to us to understand what was happening in the downtown area, we used the opportunity to strengthen people’s confidence in the district. We worked to deepen our relationship with stakeholders and partners in navigating the crisis together, fostering renewed trust in the area. 

Sundays on State by Chicago Loop Alliance. Image: Chicago Loop Alliance.

From a public perception perspective, we created Sundays on State, an event series that closes State Street to vehicular traffic for select Sundays, filling the street with active recreation, arts and culture, food and drink and retail. The interactive block party attracts hundreds of thousands of Chicagoans and visitors, uniting the community, stimulating the economy and reinforcing that the Loop is safe, inclusive and enjoyable. 

Post-pandemic, how do you see downtowns evolving and changing?

Michael: Downtowns are evolving to become more mixed-use, catering for live, work and play options. In the U.S., we are already seeing them become more social districts than just business districts. 

There will be greater demand for more recreational activities and attractions. This is especially important for younger employees who may prefer more unique and interesting experiences. 

For BIDs like the Chicago Loop Alliance to be effective, what are some important factors that have contributed to its success over the years?

Michael: It is important to have the right mix of people with the necessary experience and expertise in the core management team to manage BIDs well. This can range from placemaking, to marketing and economics. The core team also needs to have people who are fully dedicated and committed, with a long-term vision for the area. 

Chicago Loop Alliance is managed like a business where there are clear key performance indicators. We have been sharing quarterly reports with our stakeholders and the public since 2020. These reports include helpful data and insights on State Street’s pedestrian activity, hotel occupancy, office workers on-site, arts and cultural institutions attendance figures, retail vacancy rates and even investments in building redevelopments with enhancements to the public realm. This information helps stakeholders and partners understand the value and impact of their contributions in the BID, which encourage them to continue to invest in the BID. 

Chicago Loop Alliance’s ambassadors help to keep State Street safe and clean. Image: Chicago Loop Alliance. 

In addition, we have an active Board with approximately 45 members who come from diverse backgrounds and professions, from architects, to developers, retailers, property owners, bankers and theatre owners. Each of them brings great perspectives and ideas in making the BID better.  

Ultimately, you must learn to promote and sell your own efforts. People want to be part of our group because they know about our successes and stories. This is an important aspect to focus on in attracting and increasing the membership for BIDs.

Michael (in the middle above) shared about Chicago Loop Alliance’s key achievements and strategies at URA’s Place Management Seminar in 2024. 

About Michael Edwards
Michael M. Edwards is the President and CEO of Chicago Loop Alliance. Since joining Chicago Loop Alliance in 2012, Edwards – an economic development expert – has been guiding efforts in promoting a high-performing urban experience that attracts people and investment to the Loop. Edwards is a founding member (2018) of the Global Business District Innovation Club in Paris; a Senior Fellow of the Institute of Place Management in Manchester, UK; as well as a member of the International Downtown Association Board of Directors. Edwards is an expert in downtown management and frequently speaks internationally on key downtown opportunities and challenges.