Seeing Cities Sustainably: How 360 CHICAGO and Magnicity Celebrate Earth Day Every Day

Above Michigan Avenue, the views from 360 CHICAGO are unforgettable. But what many visitors may not realize is that the experience is part of an ongoing commitment to sustainability, community, and responsible tourism led by its parent company, Magnicity.

This Earth Day, we're taking the story beyond the skyline to highlight how 360 CHICAGO is working toward a more sustainable future for the city we call home.

Rooted in Local Impact

Magnicity operates observation decks around the world, including 360 CHICAGO, with a clear philosophy: tourism should not only showcase a city, it should also support it. Rather than offering a one-size-fits-all attraction, each location is thoughtfully designed to reflect its surroundings and connect with visitors to the local culture.

A Strategy Built for Better Cities

At the core of Magnicity's approach are three key pillars that shape how experiences like 360 CHICAGO are developed and operated. These include responsible urban tourism, environmental sustainability, and uplifting local communities.

Responsible Urban Tourism

Magnicity prioritizes tourism that enhances, rather than overwhelms the cities it operates in. At 360 CHICAGO, this means creating experiences that educate visitors about Chicago. This comes to life through elements like our concourse level, where guests can explore Chicago's rich history and diverse neighborhoods, offering context before they ever step out onto the observation deck.

From learning about the evolution of the city's architecture to discovering its unique neighborhoods, our experience is grounded in education and local storytelling. Visitors can also visually engage with elements of Lake Michigan, a defining part of Chicago, before stepping upstairs to the sweeping lakefront views.

Environmental Sustainability

From investing in greener technologies to making mindful operational choices, the focus is on minimizing environmental footprint. While a lot of this work happens behind the scenes, the goal is simple: create unforgettable experiences while minimizing strain on natural resources.

At 360 CHICAGO, this commitment shows up in a variety of ways. We have moved nearly completely away from single-use plastic in our bar operations, prioritizing reusable alternatives.

Our grab-and-go section features mostly locally sources products with an emphasis on sustainable packaging. At CloudBar, we focus on organic materials and fresh ingredients, while making many of our syrups in-house to reduce packaging waste. By storing ingredients in reusable containers and embracing low-waste practices, we're able to limit excess waste and operate more sustainably day-to-day.

Recently, we've also upgraded our windows on the 95th floor to energy-efficient systems that improve temperature regulation, helping to reduce energy consumption.

Uplifting Local Communities

We think tourism should benefit the people who call a city home. By collaborating with local partners, prioritizing local products, and contributing to job creation, 360 CHICAGO and other Magnicity sites ensure that its presence strengthens the communities it operates in.

This approach comes to life at 360 CHICAGO through local-first initiatives. We highlight locally made products in our bar and grab-and-go offerings, giving visitors a chance to experience Chicago beyond the view. Our spaces, including Fast Pass and CloudWalk, feature rotating art exhibits that showcase local artists and bring fresh, local perspectives into the experience. We also host frequent activations that spotlight local talent and businesses, creating opportunities for deeper engagement.

Beyond the guest experience, we are committed to showing up for the community in meaningful ways. Through partnerships with organizations like One Tail at a Time, All Stars Project, and My Block, My Hood, My City, as well as initiatives like offering free access to local residents one week a year. We aim to ensure our impact extends beyond tourism.

By following this strategy, 360 CHICAGO ensures that tourism remains a benefit, not a burden to Chicago's residents.

This Earth Day and Every Earth Day

Earth Day is a reminder that every industry has a role to play in protecting our planet and community. For urban attractions like 360 CHICAGO, that role is about more than reducing impact, it's about inspiring visitors to see Chicago through a more thoughtful and sustainable lens.

By connecting people more deeply to the places they visit, experiences help to foster a sense of care and responsibility for urban environments. Because when you see a city differently, you start to care for it differently too.