Behind the Scenes of Drive-thru Innovation

The past year and a half have presented the world with a breadth of challenges that impacted everyday life. Most industries saw economic impacts that were impossible to prepare for and devastating for many. For other businesses, COVID inspired creative, dynamic responses. The parking industry is no exception, and Millennium Parking Garages is emerging from the pandemic as a leader in innovation and adaptivity.

In 2019, Millennium Parking Garages partnered with City Tech to launch the Millennium Gateway Innovation Lab. The Lab focuses on collaborative innovation and strategic partnerships to integrate parking into urban transportation systems, to develop tech-enabled solutions for smart infrastructure management, and to cultivate value-added services and creative space uses.

The Lab is continuing to move forward with support from industry experts including SP+, Arrive, the National Parking Association, the International Parking & Mobility Institute, and the City of Chicago. As the mobility efforts continue to ramp up – including managing curbside demand , improving indoor mapping and wayfinding , and optimizing electric vehicle charging – much of the creative work is happening behind the scenes…quite literally.

While traditional theaters remained shuttered in compliance with social distancing requirements, Millennium Parking Garages recognized an opportunity to support Chicago’s arts and culture community by providing a new type of stage. Together, Millennium Parking Garages and the Lyric Opera of Chicago created a one-of-a-kind partnership to produce a drive-thru entertainment experience .

Twilight: Gods is an adaptation of the final chapter of Wagner’s Ring cycle, which was originally slated for the Lyric Opera’s 2020/2021 calendar. In response to COVID constraints, the Lyric Opera reimagined the production as a socially distanced, drive-through performance that ran from April 28th through May 2nd in the lower level of Millennium’s Lakeside Garage. The production included 6 stages through which attendees’ vehicles meandered (paced by a hearse!) while staying tuned-in to the live performances on a dedicated radio station. Tickets for the event sold out immediately, though, a wider audience will be able to share in the fun later this summer when a video version of the experience is released.

This partnership inspires further consideration into what kind of creative programming a parking garage can offer long-term. Will garages become consistent entertainment venues? Some garages integrated cloud-kitchens in the past yearas food delivery demand as continued to rise. And, earlier this year, the Wall Street Journal shared a story of parking facilities serving as makeshift training sitesfor runners and other athletes.

As the world continues to shift around us, one thing is for certain: parking facilities are destined to be more than just a place to park your car. City Tech Collaborative is looking forward to expanding on these concepts and welcoming others to optimize Millennium Parking Garages, a unique asset in Chicago, that can set an example for proactive adaptation as the parking industry and cities’ needs continue to evolve.

About the Author: Kate Calabra is the Partnership Development Manager at City Tech. Kate works to facilitate strategic partnerships and collaboration to build solutions for critical city challenges. Before joining City Tech, Kate managed corporate sponsorships and coordinated national, educational events as a Senior Associate at the American Planning Association. Previously, she was a Fellow at the Metropolitan Planning Council, a Chicago-based nonprofit that develops and promotes strategies for equitable, regional growth. Kate holds a bachelor’s in Public Policy with a concentration in Urban Studies as well as a bachelor’s in Community Psychology from DePaul University. Currently, Kate is a member of Women in Planning and Development. Kate also serves on the Associate Board of Housing Opportunities for Women as well as the Events Committee for Territory, a nonprofit focused on strengthening civic engagement and community involvement among Chicago’s youth.

About City Tech Collaborative (City Tech): City Tech is an urban solutions accelerator that tackles problems too big for any single sector or organization to solve alone. City Tech’s work uses IoT sensing networks, advanced analytics, and urban design to create scalable, market ready solutions. Current initiatives address advanced mobility, healthy cities, connected infrastructure, freight, and emerging growth opportunities. City Tech was born and raised in Chicago, and every city is a potential partner. Visit www.CityTech.org and follow us on Twitter and LinkedIn.

About the Millennium Gateway Innovation Lab: The Millennium Gateway Innovation Lab is a groundbreaking partnership to shape the future of the parking industry and urban mobility. As a consortium of asset owners, parking and mobility operators, technology providers, policymakers, and other thought leaders, Lab participants work to integrate parking more fully into urban transportation systems, develop tech-enabled solutions for smart infrastructure management, and cultivate value-added services and space uses. The Lab is part of the Advanced Mobility Initiative at City Tech Collaborative , an urban solutions accelerator that tackles problems too big for any single sector or organization to solve alone. Founding members and strategic partners of the Millennium Gateway Innovation Lab include Millennium Garages , SP+ , Arrive , the National Parking Association, the International Parking & Mobility Institute, and the City of Chicago. Learn more at www.CityTech.org/Parking-Innovation.