This legendary race attracts global attention. The Indianapolis Motor Speedway is enhancing its yearround appeal through a significant renovation project. “The Indianapolis Motor Speedway Museum closed down last year and is opening up right before the race this year with an almost $90 million renovation,” Bedel explains. Beyond motorsports, Indianapolis offers diverse entertainment options, including outdoor performance venues. “White River State Park has a 6,000-seat Amphitheatre, 2,500 undercover, another 3,500 in the lawn, and they have great entertainment there,” says Bedel. This venue hosts major musical acts throughout the summer months, providing cultural experiences within an urban park setting. These varied attractions contribute to Indianapolis’s growing reputation as a tourist destination and a desirable place to live. THE ROAD AHEAD: EXPANDING INDIANA’S MARKETING REACH The IDDC plans to steadily broaden its marketing efforts, building on proven success in nearby markets. “We need to continue to expand our marketing,” Bedel says. “We need to continue from those three markets we started with and then add Cincinnati and Detroit. We may add Nashville, Milwaukee, Columbus, Ohio.” Strategic expansion focuses on markets with direct flight connections, maximizing return on investment. “Nashville’s going to be a new direct flight, so we plan to promote Indiana to Nashville residents,” says Bedel. “Regarding some of the more national spots, the problem is some of the bigger markets are very expensive, so we want to be wise with our dollars and go where we can get the most bang for our buck as well.” International outreach represents an exciting new frontier, particularly with recently established air routes.“We just got an international flight to Dublin,” Bedel notes, identifying potential shared interests between Irish travelers and Indiana’s offerings: “They play golf there too. And we’ve got some great golf courses here. So how do we share that information and really promote Indiana for golfing and everything else that we have to offer.” The IDDC remains optimistic about continued growth, anchored in authentic storytelling about Indiana’s diverse attractions. “There’s just so much opportunity. And I feel like the more we can tell our story, the more our numbers are going to continue moving in the right direction,” Bedel concludes. 122 CIVIL AND MUNICIPAL VOLUME 06, ISSUE 03
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