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Indy Does Not Need a Brand. It Needs a Place.
Indianapolis is good at booster talk. We always say we are world class. We do have some impressive assets: Lilly, IU School of Medicine,. IU and Purdue, Elanco, Corteva, Roche, Beckman Coulter, Elevance. But a list is not a place. That is the problem.
Copenhagen is a place. Novo Nordisk can recruit people and employs more than twice and may in Denmark as Lilly does in Indiana, because talent loves Copenhagen, and it’s not because of the weather. Streets, bikes, cafés, rains and trolleys, beautiful architecture, life and culture worth moving for. Lilly is building in places like Boston’s Kendall Square because top talent like it there – it’s a proper urban place
Basel Switzerland is a compact Swiss life-sciences capital that is home Roche and Novartis. They attract talent because it wants to be there. The companies are great. But the city helps them. The place has prestige. It has beautifully walkable gentle density. Places attract talent when talented people can imagine living a great life there. They are beautiful. They are walkable. They have true civic confidence. They are not selling only jobs. They are selling a life.
Companies in such places easily attract and retail talent. It is not only because of tax policy or low cost of living, though of course those help, but only so much unless outside talent really wants to make a life there.
Indianapolis has Lilly, one of the great pharmaceutical companies in the world. But the city around it has not become a magnetic life-sciences capital. They are adding more talent a infrastructure in other cities that in Indy. Our life sciences companie and assets are scattered. The streets are thin. The center is underbuilt. The daily life is not strong enough. A brand or catchy slogan will not fix that.
Top young does not move and stay for a slogan and not for a job alone either. They come in part for a attractive city center with all the amenities they desire there, including attractive streetscapes, shops, cultural arts and good schools their kids can walk to. Yes they care about the beauty of a place and living their day-to-day.
Make downtown, IU, 16 Tech, Indiana Avenue and the White River into the heart of the industry. Be aggressive because weak half-try effort won’t do it. Act fast with gusto. Build housing. Build lab space. Beautify the all the ugly lots with beautiful walkable neighborhoods to live in. Build streets worth walking. Fill the gaps. Bring in cafés, bars, small hotels, founders, doctors, engineers, capital and culture.
Lilly Endowment could easily be key in driving this initiative. They have an enormous block of lly stock driving their wealth. Lly stock is at recod highs. So the Endowment has the resources to drive this. And they are required to give away a significant portion of their assets every year. They just need to change their stated focus. They used to drive a lot of downtown development, like the RCA Dome. That is, until they changed their focus to religious organizations. Go back to the old days.