🌎 Global

Urban Innovations

How Urban Innovations elevated parking into a premier tenant experience and revenue stream

At a glance

Tenant-focused convenience
Tenants book and manage their own bays—no permits, spreadsheets, or back-and-forth.

Income before full lease-up
Empty bays were listed for other Urban Innovations tenants nearby to use, turning parking into a revenue stream from day one.

No parking staff
Automated access replaced manual management, cutting costs and hassle.

A better first impression
Smooth, secure parking helped position 311 W Huron as a premium, well-run asset.

About Urban Innovations

More than offices: They create experiences tenants and visitors remember

For 40+ years, Urban Innovations has transformed historic buildings throughout Chicago’s River North neighborhood into inspiring workplaces people love.

Urban Innovations builds more than offices —they create experiences tenants and visitors remember. Their latest project, 311 W Huron, is something else entirely.

This 15-story ground-up development is more than just another Class A office building, it’s a masterclass in creating destination-worthy workplaces. From convenient amenities like conference facilities, a penthouse roof deck, lounge, fitness center, and yoga studio, to a seamless, tech-enabled arrival from the moment you enter the garage, every detail is thoughtfully designed.

And the unexpected standout? Parking.

In today’s market, amenities are not optional, they’re the difference between rapid lease-ups and losing tenants to the building next door. And at 311 W Huron, even the parking is designed to impress.

From the start, we knew that thoughtful, elevated amenities would set 311 W Huron apart—and that meant designing parking to meet the same high standard.

Joi Harrell, Head of Property Management, Urban Innovations.

The motivation

Why parking had to be an amenity (not an afterthought)

High-value tenants with an eye for excellence expect a premium experience the second they arrive. An overcrowded or poorly managed garage creates frustration before they even reach the lobby.

Joi had seen the old-school ways: manual permits, daily space shortages, frustrated tenants, and endless admin.

Relying on uncontrolled garage remotes or hiring a full-time parking attendant would have added complexity and cost, but that model is inefficient, rigid, and wasn’t going to cut it at 311 W Huron.

Parking needed to be:

Self-managed (no full-time staff)
Tech-driven (no fumbling for remotes)
Flexible (tenants control their own spaces)
Revenue-generating (empty spots = wasted value)

The fix

Parking that runs itself (and puts tenants in control)

Urban Innovations explored several providers but chose Parkable, a system that transforms parking into both a strategic amenity and a financial asset.

How it works:

Touchless entry via license plate recognition (Eagle Eye cameras + Brivo gate)
RFID backup for plate-less cars or snowy days
Tenant self-service portal to assign, share, or reserve spaces

“Parkable gives our tenants real autonomy—allowing them to manage and reassign parking as needed without going through us. That kind of self-service is exactly what modern tenants expect. We’re committed to delivering a top-tier experience, and that means embracing technology that’s efficient and ensures fair access. With Parkable, tenants reserve parking in advance and know exactly where they’ll be parking before they arrive.”
Joi Harrell, Head of Property Management, Urban Innovations.

Additional Parkable goodness:

Web portal for the Property Management team to update tenant allocations as leases commence
No staffing overhead—just smart tech that scales
Well-supported rollout. “There were a few moving parts, but Parkable made it efficient and easy. They coordinated directly with our security vendor and Brivo, which took a huge burden off our team.” Joi Harrell, Head of Property Management, Urban Innovations

Bonus: As building occupancy grows, Urban Innovations continues to maximize garage utilization by offering available spaces to nearby tenants in Urban Innovations managed properties without dedicated parking, transforming underused capacity into consistent revenue.

Parking is one of our most important amenities—and Parkable is what makes it work. It matters just as much as the rooftop lounge, conference rooms, or fitness studios because it’s one of the first experiences someone has with the building. It helps set the tone for everything that follows.

Joi Harrell, Head of Property Management, Urban Innovations

The impact

Parking as a leasing tool

311 W Huron is more than just a striking building, it’s a testament to how thoughtful parking solutions can enhance tenant experience and drive real value.

Tenants love the autonomy of booking, sharing, and re-allocating their own spaces without needing to go through building management. A seamless experience gives brokers a major advantage on lease-up tours. And even before full lease-up, parking pulls its weight converting unused space into revenue.

With automation streamlining operations, Urban Innovations avoided the cost and complexity of traditional valet or staffed solutions.

Final thought: In commercial real estate, small details drive big results. Urban Innovations transformed parking from a functional necessity into a powerful retention tool, boosting revenue, elevating tenant satisfaction, and reinforcing their commitment to thoughtful design.