September 18, 2016 – Turning alleys in the Loop into pop-up urban experiences has attracted the attention of an association representing place management organizations throughout United States and Canada.

International Downtown Association has given a merit award to Chicago Loop Alliance for its ACTIVATE series that combines art, music, and lights. The award was presented last week during IDA’s 62nd annual conference and trade show in Atlanta.

ACTIVATE events this year shared a theme of the five senses. The series was chosen from 16 entries in a category for programs and events that each sought to improve the image and attract visitors to the downtown they represented.

“This year, we wanted to take audience participation to a next level,” said CLA President/CEO Michael Edwards (left). “We didn’t want attendees to only experience art. We wanted to encourage them to be immersed in it.”

IDA’s President/CEO, David Downey, called ACTIVATE “a shining example of excellent downtown management delivering real value to the city.”

More than 30,000 people have attended an ACTIVATE event, according to CLA, and over the past two years the series has had a nearly $900,000 economic impact on businesses in the Loop.