As the youngest adult generation, Gen Z will soon become the largest group of consumers. The Indiana University School of Health & Human Sciences at IU Indianapolis hosted a stellar lineup of Indianapolis’ top tourism, event, and sports management leaders during NEXTGEN Indy: Driving Cultural Innovation to better understand Gen Z perceptions in order to continue to build and propel the brand of Indianapolis forward.
The event, presented by the Efroymson Family Fund, was moderated by IndyHub president and CEO Al Carroll and brought together over 150 attendees to Hine Hall Auditorium. Panelists included J. Douglas Boles, president of the Indianapolis Motor Speedway; Carissa Newton, vice president of marketing for Cunningham Restaurant Group; Kristian Little Stricklen, president of Madam Walker Legacy Center; and Eric Tobias, co-founder and partner at High Alpha and partner at Forty5 Presents.
In advance of the panel discussion, a study conducted by IU Indianapolis’ Sports Innovation Institute titled, “How Does Gen Z See Indy,” leveraged faculty and student expertise to serve as a resource for leaders in the tourism industry. David Pierce, Ph.D.–chair, professor, and director of the university’s Sports Innovation Institute–oversaw the student-led study. Kael Ecord and Maggie Wade, graduate students studying sports analytics at IU Indianapolis, presented the results under Pierce’s guidance and gave the audience an opportunity to hear about Gen Z from members of the demographic uniquely qualified to deliver the analysis.
“Research plays a critical role in the city’s efforts to elevate experiences through sports and cultural attractions. It takes a collaborative effort to better understand the factors Gen Z values when choosing where to visit, live, and spend their leisure time,” said Pierce. “The study findings, combined with the opportunity to convene a stellar group of industry leaders in the midst of a transformative year for tourism in Indianapolis, ensure we keep the ball rolling. Through this annual conversation, we can better understand what will drive tourism and development in our city, and how we can best support a community of Gen Z professionals.”
In the research, students surveyed 600-plus respondents nationwide between the ages of 20 to 29 utilizing an importance-performance analysis model. The study aimed to better understand the perceived relevance of certain cultural attractions in Indianapolis compared to other major midwestern cities. Identifying key insights into possible resource allocation to continue to grow desirability as a top destination for visitors and potential Gen Z residents was a secondary goal.
Study results indicated opportunities exist to create compelling experiences for visitors and residents alike by building upon the vibe, vision, and growing food-and-drink scene. Indianapolis was third in relocation scores, ranking higher than Cincinnati, Columbus (Ohio), and St. Louis, and just slightly behind Nashville (Tenn.) and Chicago.
To learn more about IU Indianapolis’ Tourism, Event, and Sport Management programs and the role they play in the city’s related ecosystem, visit here. To view further details from the presentation, visit go.iupui.edu/nextgenindy.