“The results are almost miraculous.”  

These are the words of Dave Willard, a seasoned ornithologist who has spent over four decades documenting bird collisions at Chicago’s McCormick Place Lakeside Center. 

Following the installation of Feather Friendly’s markers, the site achieved an unprecedented 95% plus reduction in bird collisions during fall 2024’s fall migration season compared to 2023, a number that Willard reinforced, “The 18 deaths at Lakeside Center this fall compare with 1,280 deaths in fall 2023 and 771 in fall 2022.”  

This isn’t just a milestone for McCormick Place – it’s the largest and most effective bird collision mitigation project ever undertaken. 

A closer look at the Large-scale Pro markers that were installed at McCormick Place

A Problem Demanding a Solution 

McCormick Place, with its expansive glass façade and lakeside location, has long threatened migratory birds flying through one of North America’s busiest migration pathways. Conservation groups such as the U.S. Fish and Wildlife Service (USFWS) ornithologists from the Field Museum, and advocacy groups like Chicago Bird Collision Monitors worked tirelessly to highlight the urgent need for change. 

The challenge was clear: maintaining the architectural integrity of a world-renowned building while dramatically reducing bird collisions.  

The iconic McCormick Place amid the Chicago skyline

Enter Feather Friendly 

When McCormick Place sought a fix, they didn’t just want a solution - they wanted the best. Feather Friendly’s reputation as the leader in bird collision mitigation made us the obvious choice. With scientifically proven efficacy – independent studies have shown a 95% reduction in bird strikes – Feather Friendly markers were selected to tackle the job.  

In the summer of 2024, our partner National Glazing Solutions (NGS) retrofitted 120,000 square feet of glass at McCormick Place with our Large-scale Pro markers. The markers cover only 6-8% of the glass, enough to make the glass visible to birds while causing no obstruction to the view outside. 

For Paul Groleau, Vice President of Feather Friendly, this project was deeply personal. Reflecting on the initiative, he said, “When I arrived in Chicago and looked at 120,000 square feet of glass that is now bird-safe, I couldn’t help but feel overwhelmed – in the best possible way.”

Standing alongside USFWS Director Martha Williams and McCormick Place CEO Larita Clark, Paul marveled at the sight of birds safely navigating past the windows that had once posed a grave danger. “This isn’t just a solution; it’s a symbol of what’s possible when we decide to act,” he added. 

The Results Speak for Themselves 

The results of McCormick Place’s transformation have exceeded all expectations. During the fall migration season in 2024, bird fatalities dropped by over 95% compared to 2023, cementing Feather Friendly’s position as the global leader in bird-safe solutions. 

“I turned into a believer,” said Willard, who had initially been skeptical of the project’s potential. “These results aren’t just encouraging – they’re transformative.” 

This success has already sparked a ripple effect, with other building owners in Chicago and beyond seeking Feather Friendly solutions.  

“In some cases, they’re specifically asking for the same product used at McCormick Place,” said Paul. 

A Model for the Future 

McCormick Place’s transformation is more than just a win for conservation – it’s a blueprint for the future of sustainable urban design. Martha Williams hailed the project as “monumental,” emphasizing its potential to inspire similar initiatives nationwide. 

“McCormick Place deserves recognition for its leadership,” Williams said. “Their actions will encourage others to take meaningful steps to make urban spaces safer for migratory birds.” 

A building that was once a hotspot for bird collisions is now the benchmark of what’s possible when innovation, conservation and purpose unite. 

Media Spotlight

McCormick Place’s bird-safe transformation has captured widespread attention, with extensive media coverage highlighting its impact. Check out some of the stories:

What’s Next? 

The success at McCormick Place raises an important question: who’s next? With billions of birds lost to glass collisions yearly, there’s no time to waste. Feather Friendly offers solutions for projects of all sizes, from towering skyscrapers to a few residential windows. Whether it’s our Large-scale PRO markers, Medium-Scale Pro DIY markers or our Small-scale DIY solutions, we’re ready to help every building take strides toward sustainability.  McCormick Place has shown the way. It’s time for the rest of us to follow. 

A grumpy Northern Parula wants to know why all glass isn't treated with Feather Friendly