This plan will require a long-term investment in both capital and talent. The funding needed for infrastructure, product development, and marketing will most likely arise from a combination of public, private, and philanthropic sources. Regarding human capital, we need to recruit, train, and place individuals into hospitality industry jobs, and develop pathways to long-lasting careers. The human capital of residents cannot be overlooked. They are our natural ambassadors who represent the local experiences and welcoming spirits of our communities.
What the Tourism Master Plan is not?
It is not a marketing plan but its outcomes positively augment a destination’s brand, and foster heightened awareness. It is not a one- or two-year plan, but one with a 10+ year outlook. It is not a plan “owned” by a single organization, but by multiple organizations and stakeholders throughout the Indy region. The reality is that the TMP is bigger than Visit Indy and Tourism Tomorrow, Inc. It is a collaborative plan requiring the interest, cooperation, resources, and implementation by other civic non-profits, regional DMOs and their county leadership, Indy’s elected official, Indiana Office of Tourism Development and LT. Governor’s offices, and private developers, among others. Also, it is not a plan set in stone. While its core strategies are meant to provide long-term structure, the plan will evolve each year as new opportunities are identified and past opportunities are re-evaluated.
What process was used to develop Indy’s Tourism Master Plan?
The Indy Tourism Master Plan was created during a 16-month time period beginning in September 2014 through December 2015, when it was approved by the Visit Indy and Tourism Tomorrow board of directors. The process began with the formation of a steering committee comprised of local leaders and members of our boards. A consulting group with expertise in tourism planning was retained and work began. Existing research was reviewed. Competition was analyzed. Convention customers, tour operators, regional stakeholders, public officials, hospitality industry leaders, and local residents provided significant input via personal meetings, focus groups and online surveys. Existing regional tourism assets were mapped. Visioning sessions were held. Strategic approaches were vetted. As a result, a draft plan was available for comment in December 2015.
How will the plan be managed?
The Tourism Tomorrow, Inc. board serves as the “defacto” steering committee to review TMP strategic actions. The Visit Indy board will be provided regular updates and their insights sought. A broader advisory committee, many who were involved with framing the plan, will be activated annually to review plan progress and suggested updates. Visit Indy’s VP of Destination Development will serve as the professional staff leader on the plan. Regional DMOs are critical to the process, providing the leadership within their destinations for the plan’s strategic development and implementation.
Who are our partners?
Downtown Indy, White River State Park Commission, Indiana Sports Corporation, Indy Chamber, the Central Indiana Community Foundation, Central Indiana Corporate Partnership, Reconnecting our Waterways (ROW), Indiana Convention Center, Indiana Restaurant & Lodging Association, Indianapolis Public Schools, Indiana Economic Development Corporation, Indianapolis Department of Metropolitan Development, Indianapolis International Airport, EmployIndy, regional DMOs, private businesses and developers, among others.
Have an idea?
As the Tourism Master Plan is an ever-evolving plan, we’d love to hear your ideas on how to make Indy a more vibrant destination. Think BIG. What’s an iconic tourism game-changer? What new experiences or events would you like to see in Indy? We’re all ears. Please complete the form below and help shape the future of our city.