Everyone’s Going Somewhere

I’ve been traveling quite a bit this year, and like many of us who pass through busy airports, I’ve had time to observe just how seamlessly most people navigate these sprawling spaces. For context, Phoenix Sky Harbor International Airport sees more than 120,000 passengers daily, while Chicago O’Hare handles close to 200,000 people a day and yet, most travelers move through terminals without getting lost, missing a caffeine pit stop, or boarding the wrong plane.

Think about that. Despite tight schedules and unfamiliar layouts, most passengers find their way to their gates, grab a coffee, and even stop for a bite, often without missing a beat. Why? Clear, consistent, and well-placed signage plays a huge role. It guides people through unfamiliar environments with minimal stress.

So, if airports can handle hundreds of thousands of visitors a day with relative ease, what can we learn from them when thinking about wayfinding in a downtown?

Our cities and downtowns often have a plethora of signage paired with tools like Apple and Google Maps. Yet somehow, navigating downtown can still feel overwhelming, especially for first-time visitors. Unlike the linear flow of an airport, downtowns are open and multi-directional, which makes clarity even more important.

This got me thinking. What more can we do to make it easier for people to get around?

• Simplify and unify signage. Consistent design and iconography go a long way.
• Think like a visitor. Would you know where to go if you were here for the first time?
• Integrate tech in thoughtful ways. QR codes, interactive maps, and even digital kiosks can enhance the experience.
• Highlight key destinations. Not just how to drive there, but how to walkthere, too.

Everyone’s going somewhere. Whether it’s to a gate or to a local restaurant, we can help people feel confident in getting there.

Because a downtown area, just like an airport, is only as welcoming as it is navigable.