How Indianapolis attractions can capitalize on the total eclipse
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Recalling exactly where you were during a total solar eclipse can evoke feelings of awe. I can recall precisely where I was (or wasn’t) during the last total eclipse in 2017. It was the first time in over 100 years that this celestial event occurred coast-to-coast in North America.
That day, I found myself in Wisconsin, one of the states that wasn’t within the path of totality but only in partial view. I had opted out of a trip to find the quintessential spot to experience this once-in-a-lifetime moment. After my friends returned with stories of meeting fellow travelers in a hotel bar, forming a caravan, pulling over on a country road, and creating an impromptu communal event to witness a beautiful moment of totality—I realized I had missed something spectacular.
From their perspective, the experience was magical and wondrous, forever bonding a group of strangers as individuals with whom they still talk to this day—an experience I missed out on. This event mesmerized Americans on unprecedented levels, but 2024 provides us with a new vantage point.
Upon learning that Indianapolis would be in the Path of Totality for the next celestial event, I knew our city could create a unique space for the Total Eclipse. My 2017 experience set me on a path of pure determination to create a gathering to help further elevate Indianapolis as the Eclipse Capital in the Midwest and the world, and I want other organizations throughout the Circle City to do the same.
Indianapolis – Eclipse Capital of the Midwest
On April 8, a total solar eclipse will be completely visible throughout a stretch of the continental United States. Our sky will go into epic, unforgettable, temporary darkness for nearly four minutes, with the Circle City being one of the locations in the path of totality.
This celestial event caps off an exciting first half of the year for our city. Following a memorable NBA All-Star Weekend in February, the eclipse will bring unique exposure to our city that we won’t see again until 2153. Furthermore, our state will benefit from an incredible economic impact. According to Forbes, the Total Eclipse could boost the U.S. economy by $1 billion, with Indiana reaping a sizable portion of the impact.
Thanks to organizations like Visit Indy and Downtown Indianapolis, our city has invested significant resources to prepare for the Total Eclipse. All organizations must be ready to take advantage of this event, which we won’t experience again in over a century. Here’s how we capture its essence.
Be present and be aware.
While some attractions may be hesitant to allocate resources toward the eclipse, remember that tens of thousands of tourists will be pouring into our city, many for the first time ever. There is enough attendance to go around. Remove this hesitancy from the equation and be aware of this event’s impact on your organization or business, or else you may not reap its benefits.
For instance, according to a local news story, the 2017 solar eclipse brought an estimated $30 million to a small town in Hopkinsville, Kentucky. Separately, a 2017 study in Nebraska revealed that almost half of the out-of-state visitors who visited for the Total Eclipse indicated they would return within the next seven years.
The Total Eclipse will not just attract an influx of tourists for a singular event; it will help further spotlight our city and the amazing attractions enticing visitors to come again. That’s why — even if you’re not engaging in a massive festival across a 152-acre campus — it’s essential to be aware, present, and make plans to ensure guests have a great experience at your establishment.
Carve out your niche.
The Total Eclipse will last less than four minutes, but thousands of visitors will stay in our city for days. With this timeline in mind, think of creative ways to draw them in by focusing on your niche. Ask yourself, “Who is my target audience, and how can I create a complementary experience to the eclipse?”
While some venues are hosting out-of-this-world parties, other attractions are leveraging proven formulas based on the core demographics of their key customer base. For instance, the Indiana State Museum is tapping into its extensive educational resources to host eventful programming on viewing the phenomenon and provide hands-on activities and demonstrations.
Additionally, The Children’s Museum of Indianapolis is organizing family-focused activities. Newfields, on the other hand, is leveraging its 152-acre campus to host Total Eclipse of the Art, a music festival full of celebratory programming surrounding the eclipse.
Many local restaurants and bars throughout the city are also rolling out eclipse-themed cocktails and menu items that out-of-towners can enjoy.
Nonetheless, carving out special offerings, events, and experiences based on a specific niche that aligns with your value proposition is essential to successfully capitalize on the Total Eclipse.
Our city is on the map again. Let’s make the most of it.
Our city is again being put on the map, and communities nationwide are looking to us for the latest innovations in capitalizing on a once-in-a-lifetime event like this one. By being present, aware, and focusing on what makes our businesses special, we can make a lasting impression on what makes the Hoosier state great and transform these tourists into recurring visitors.
So, when the sun, moon, and earth align on this day, putting the sky into epic and temporary darkness, let’s show the world why no city does it better than Indianapolis.