Why does it matter how Gen Z views Indy?
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As the youngest adult generation, Gen Z will soon become the largest group of consumers, and we need to understand their perceptions and what they are drawn to in order to continue to build and propel the brand of Indianapolis forward. In a recent study titled How Does Gen Z See Indy conducted by IU Indianapolis’ Sports Innovation Institute, we learned that the attributes respondents found most important are safety (60.6%); cost of living, (50.2%), job opportunities (49.8%), vibe (34.8%) and ease of transportation (31.8%).
Having these insights provides a baseline understanding for event, tourism, and sports leaders as well as business owners and city officials about what Gen Z is drawn to and what experiences are relevant as they envision their future.
As we learn more about the ideas, values and behaviors this newest generation of young adults’ values, we must consider making adjustments to meet their needs not only as a destination but for workforce and economic development as well. A few areas in which that understanding might give us an advantage are:
Economic Impact
Indianapolis relies on tourism as a significant source of revenue and job creation. By understanding which cultural attractions are most relevant and what could be improved, stakeholders can allocate resources more effectively to support and enhance certain attractions. We know from the study results that safety, cost of living, the food scene and the vision for the city could be improved. Using this feedback to create compelling experiences for visitors and resident alike by building upon the vibe, vision and growing the food and drink scene can lead to increased tourism spending, which benefits local businesses and the overall economy.
Competitive Positioning
Understanding what sets Indianapolis apart from other major Midwestern cities like Chicago, Nashville, and Detroit can help us capitalize on unique selling points and opportunities for differentiation. We know from the survey that Gen Z participants found the city satisfied or exceeded expectations when it comes to providing a thriving music scene, nightlife, cultural attractions, recreational opportunities, and an abundance of outdoor spaces.
With the knowledge that recreation and leisure are of importance to Gen Z we can strengthen messaging around assets such as White River State Park and Eagle Creek Park to heighten our competitive positioning as a destination for outdoor enthusiasts.
Quality of Life
Cultural attractions contribute to the overall quality of life in a city, making it more attractive to both visitors and residents. By investing in and promoting cultural attractions that are perceived as relevant and desirable, Indianapolis can enhance its overall vibe and appeal as a place to live, work, and play, thereby attracting and retaining talent, including Gen Z individuals who value cultural experiences.
The key to remaining a premier destination is the partnerships we have created amongst each other, from the City of Indianapolis to Downtown Indy, Inc., the Indianapolis Motor Speedway, Indiana Restaurant & Lodging Association (INRLA), Indiana Sports Corp, Visit Indy and numerous cultural institutions. We owe it to the leaders who planted the seeds to make 2024 a transformative year of tourism in Indianapolis our commitment to continue learning and cultivating a destination that takes into consideration the multifaceted desires of a generation which will have a huge impact on the travel and tourism industry.
A theme Visit Indy has coined for the year is, “If you know you know.” To continue to stand out as one of the top trending cities, “knowing” through research and discussion what Gen Z considers the most important attributes for where they choose to visit or relocate and evolving together to enhance and tailor experiences to their inclinations has the potential to reap great benefits for our vibrant city.