Indianapolis Downtown Inc. to go by new name

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Indianapolis Downtown Inc., a 21-year-old public-private promotional group, plans to do business under a new name as part of a strategic plan, it announced Wednesday morning.

IDI will now use the name “Downtown Indy” as its public name although the official name of the organization will remain Indianapolis Downtown Inc.

“All public-facing correspondence will now use the new logo and brand: Downtown Indy,” IDI said in a prepared statement. “The mission remains the same: developing, managing and marketing Downtown Indy as a great place to live, work, learn and play.”

Last year, IDI launched a strategic plan called Velocity that identified a need to promote the downtown as a “thriving, inclusive, connected, welcoming and distinctive” location, IDI said. Therefore, the group’s board of directors and staff felt they needed to refresh the organizational brand.

“Velocity validated a need to present an image of downtown that demonstrates boldness and vibrancy,” IDI President Sherry Seiwert said in a prepared statement. “The downtown ‘product’ has evolved in recent years with greater energy, opportunity and diversity, and we feel this refreshed organizational brand communicates the more vivid trajectory of the product we represent.”     

IDI made public a 20-second video Wednesday morning to promote the name change.

Bob Schultz, IDI’s vice president of marketing and communications, said the group will unveil other changes Oct. 28 at its State of Downtown event, including a new website and blog strategy.


  • indy
    I'm just a resident whose been around for 30 some years and I guess has kept up with the changing times and how the city is referred to in this state and country. Since many of these "Indy" organizations have been around just as long, I think its safe to say that Yes. Residents of Indianapolis, do endearingly refer to it as Indy.
  • Planning is never "done"
    To continue to develop and execute on a strategic plan for the downtown area should never be "done". Just like a business, the plan should always be changing and developing based upon the current needs and strategic vision. Unfortunately, I feel that what has been lacking for sometime is a strategic vision for the city. It seems to be more a hodgepodge of ideas rather than a comprehensive strategic plan.
  • to Mike
    Well Mike I go back 65 years and this "Indy" thing is a recent nickname of our city Indianapolis. And Mike - who are you?
    • Developer?
      IDI fancies itself as a developer. I think they would be hard-pressed to point out one real estate project that happened because of them. Development is and should be the responsibility of the City and economic development groups. They should be focused on marketing and promoting downtown, which they don't do very well. Remember CircleFest?
    • Union Station Needs Indy DT
      As can be gleaned in another IBJ article, the battle for downtown Indy is not over. Focus and attention need to be given to Union Station. Downtown Indy needs to gear up for that war.
    • Usefulness shelf life
      Interesting observation from Liz about whether or not the organization still needs to exist. I'm not sure I would call downtown "done" yet, but it does seem to be peaking in terms of all types of development. I can envision the organization making a meaningful contribution to build on this momentum, but perhaps scaling back, being folded into another entity, or retiring itself after a few more years.
    • @Susan
      Susan, who are you? No one who wasn't born around here doesn't call it Indy??? Indy Fuel, Indy 500, INDYpendent, IndyCar, IndyGo, IndyEleven, Indystar.com, VisitIndy, www.indy.gov, IndyReads, SlowFood Indy, Indy Arts Guide, IndyParks; I could continue on. But I was born around here and been around here for 30 years and I call it Indy? What a weird broad stroke comment to state.
      • Outlived its usefulness?
        I applaud IDI and its contributions to downtown Indianapolis' revival. But now that downtown is more or less "done," what purpose does IDI serve? City agencies, neighborhood organizations and private nonprofits will ensure that downtown doesn't backslide--and even if it does, IDI can be re-created. For now, though, it's time for IDI to retire.
        • Bums
          Maybe the can change the image of Indianapolis from BumTown back to NapTown.
        • Not our name
          People born around here do not call Indianapolis "Indy". That's what somebody from somewhere else calls it.
        • Better Name
          How about Extortion Indy, Inc. considering how much that organization shakes down taxpayers and downtown business owners.
        • Downtown Mafia
          I can't claim this as mine..but someone came up with "Downtown Mafia"..
        • how about.....??
          Perhaps the name should be "pork barrel" or "hand in the till". i can think of others, but none printable.

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