The International Downtown Association recognized The Magnificent Mile Association and The Wrigley Building with the Downtown Achievement Award of Excellence for its resourceful approaches related to Marriages on The Mile - Weddings at Wrigley. A jury of peer professionals reviewed, deliberated, and evaluated all entries in the 2022 Downtown Achievement Awards. The Award of Excellence acknowledges an excellent response to an urban place management challenge, demonstrating application of industry knowledge and exceeds the jury criteria.
Marriages on The Mile - Weddings at Wrigley was among 23 qualified entries in the category of Marketing, Communications and Events which IDA identifies as one of the seven professional urban place management practice areas. This category features unique organizational approaches and projects in the areas of branding, public relations, marketing strategies and communications plans.
“The thrilling conclusion to our summer-long Meet Me On The Mile campaign resonated across the nation as our call for entries inspired over 350 couples to apply for this once-in-a-lifetime opportunity to marry at one of the most iconic buildings on The Magnificent Mile, The Wrigley Building,” says Kimberly Bares, CEO/President of The Magnificent Mile Association.
Fifty lucky couples selected from applications were treated to a complimentary civil union or marriage officiated by Cook County Circuit Court judges who volunteered time to participate. The event celebrated the 100th Centennial of The Wrigley Building and took place beneath a festively decorated architectural bridge of the historic building, designed to inspire travelers, locals and residents to return downtown after COVID’s shutdowns, the happy occasion drew national media coverage and created a celebratory spectacle which delighted participants and delighted visitors and residents alike. Meet Me on The Mile was supported by the City of Chicago, the 42nd Ward, the 2nd Ward, Tamar Productions, Inc., Zeller/The Wrigley Building (410 N. Michigan Ave.) and Zeller/Pioneer Court (401 N. Michigan Ave.).
The impact of Marriages on The Mile - Weddings at Wrigley is seen in the following values:
- 6.8 million viewers for the campaign across broadcast, social media, and traditional media resulted in a publicity value of $6.8M.
- 13,980 pedestrians visited the outdoor event venue on September 26 2021, exceeding pre-pandemic visitation on the same day in 2019 by 12%.
- 350+ couples entered to win the opportunity to be married, with 50 selected to celebrate their marriages or Civil Unions.
- The campaign and event attracted 18 dedicated sponsors alongside the larger “Meet Me on The Mile” sponsors like City of Chicago and World Business Chicago
- The Magnificent Mile Association and The Wrigley Building partnered with the Circuit Court of Cook County with four volunteer judges officiating all ceremonies.
“The joy and happiness our event brought to the couples last year as we marked our Centennial was incredibly inspirational, and we’re proud to bring back this incredible event October 1st in a new and festive way. It will embrace the beauty and spirit of fall in the city with an incredible lifetime opportunity that can only happen with the generous partnerships we’ve developed including the Cook County Circuit Court judges who volunteer their time to join these couples in loves and so many others,” says Bradley Borowiec, Vice President of The Wrigley Building.
David Downey, IDA President and CEO says, “The Marriages On The Mile: Weddings At Wrigley should serve as a framework to all member communities within IDA.”
Washington, DC-based IDA is the premier organization for urban place professionals who are shaping and activating dynamic city center districts. The Magnificent Mile Association is the urban place management organization representing the interests of property owners in Chicago.
*Image: Bradley Borowiec, VP of The Wrigley Building, accepting the The International Downtown Association’s Downtown Achievement Award of Excellence.