Navy Pier Strategic Plan
Client: Navy Pier, Inc. | Partners: Mayer Brown, McKinsey & Company
Opportunity
Navy Pier is “Chicago’s Front Porch” and a vital economic engine that provides resources to the community for all to enjoy.
The Pier is the most visited attraction in the Midwest, and its annual attendance is greater than the combined attendance of Chicago’s 11 Museums in the Park, and combined home attendance for the Bears, Blackhawks, Bulls, Cubs, Sky, and White Sox. On-site visitor spending at Navy Pier generated ~$30 million in public revenue in 2023 for Chicago, Cook County, and Illinois combined.
The Pier is celebrating 30 years since its redevelopment into a mixed-use facility and cultural landmark. This milestone and changes from the pandemic made it the right time for Navy Pier’s board to update its overall strategy and vision, focusing on achieving full sustainability and maximizing social impact.
Navy Pier By the Numbers in 2024
8.5 M
guests welcomed in 2024
230
cultural partners
145
entrepreneurs featured in artisan markets
Action
“As a longtime strategic partner, Civic Consulting Alliance has been instrumental in pulling together diverse initiatives and stakeholders to create a unified plan that strengthens Navy Pier’s role as a major economic engine for Chicago. Their ability to connect strategy, operations, and community impact ensures the Pier continues to attract visitors, optimize revenue, and deliver exceptional experiences for all.”
Civic Consulting Alliance and McKinsey & Company helped the Navy Pier integrate and align several existing initiatives into a unified framework. This included engaging key stakeholders. Mayer Brown provided legal research and idea generation related to funding.
Impact
Reel courtesy of Navy Pier
Navy Pier’s new strategic plan includes a sharpened vision and mission, as well as core recommendations for Navy Pier to achieve its five-year vision and financial stability. This includes optimizing its event space, including the Aon Ballroom and Festival Hall, restoring philanthropic and sponsorship support, improving organizational efficiency across operations, marketing, event sales and execution, and parking pricing. Together, these recommendations will further secure Navy Pier’s mission as “the people’s pier,” which offers welcoming experiences through programs and partners that inspire discovery, wonder, and fun.