Midtown Alliance launched a scavenger hunt for 2026 featuring interactive missions and real-world challenges designed to get users walking throughout the district.

Since its creation in 1978, Midtown Alliance has been the driving force behind the revitalization of Midtown. We are a non-profit membership organization and a coalition of leading business and community leaders – united in our commitment to Midtown as a premiere destination for commerce, culture, education and living. Governed by a 71-member board of the district's top private sector leaders, our mission is to improve and sustain the quality of life for those who live, work and play here. The Alliance accomplishes this goal through a comprehensive approach to planning and development that includes initiatives to enhance public safety, improve the physical environment, and strengthen the urban amenities which give the area its unique character.