Indiana on the global stage

When the then Governor of Indiana, Mike Pence, called Elaine Bedel in 2016 and asked if she would be willing to take on a role as president of the Indiana Economic Development Corporation, it didn’t take long for her to accept.

A few years later, when the Indiana legislature created the Indiana Destination Development Corporation (IDDC), meant to replace and expand on the work of the Indiana Office of Tourism Development, Bedel also took up the new challenge as CEO of the organization, hitting the ground running.

“The IDDC has a larger mission. Getting visitors here is still important, but it’s also our goal to tell the story of Indiana to help businesses and municipalities attract talent,” Bedel reveals.

Through working with colleges and universities across the state to help students see the value of staying in Indiana, skilled graduates can be retained in the state economy. This approach taken by Bedel is paying dividends, with research finding that for every US$1 million invested in IDDC, US$6 million in new taxes were paid to the state.

“The state coffers are benefiting,” Bedel affirms. “That comes in right away because if a visitor comes and spends money, the taxes paid in the system are received the next month.”

State-wide network

Building strong partnerships with other Indiana state departments and agencies is clearly essential for the work of IDDC to be successful. The Indiana Department of Transportation (INDOT) works closely with IDDC to create signage promoting the state, as well as updating welcome centers to ensure they are unique and reflect the local area.

“INDOT is making the welcome centers very technology-oriented,” Bedel says. “We’re working with them to make sure that the right information is getting out to visitors as they stop by so they can discover what’s in that area as well as the rest of the state – they’ve been great partners.”

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“Tourism is thriving again in Orange County and the State of Indiana has played a crucial role. Its support makes it possible to showcase the power and spirit of Hoosier hospitality. The rebirth of our historic property has been a remarkable transformation and the State of Indiana has been a valued partner in helping us share our story of preservation.” – Joe Vezzoso, Vice President of Resort Projects, French Lick Resort

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Drawing on historic and top-quality venues in Indiana, like the French Lick Resort complex, IDDC is showcasing the state’s gems to a national and international audience.

Encompassing 1,200 hectares, the French Lick Resort underwent a US$500 million restoration and development project that includes two resort spa hotels, stables, a casino and three golf courses.

Engaging directly with local associations to spread the IDDC marketing to their members has been an effective way to not only increase the reach of promotional efforts but also boost brand Indiana.

“The local associations tell people they’re proud of being part of Indiana and the work they do here. There are so many different types of companies here, even chocolate and candy companies,” Bedel explains.

“I’m looking at a label right now because I put it here to constantly remind me, and literally at the bottom it says, Made in Indiana.”

Elevating Indiana

Tasked with such a broad remit to promote Indiana not only in the state but across the world, Bedel and her team have their hands full with new projects. For example, a direct flight from Dublin to Indianapolis was recently launched in a joint marketing effort aimed at attracting Irish people to the state capital.

Of course, with big plans often comes big budgets.

“If we can get a larger budget, we will be able to expand our promotion area. We’ll continue to go out from the region into more national spots and even internationally, we’re going to do that very strategically,” Bedel adds.

Supported by excellent transport connections, including an easily accessible mid-sized airport, the IDDC is continuing to build out its marketing efforts regionally. The proximity of hot weather states like Florida, Texas and Alabama to the south of Indiana, offers the potential to attract more travelers as they head for cooler climates.

“A lot of those people come north and sometimes they go to Michigan, which is north of us. We say, ‘Hey, stop in Indiana.’ Marketing to that type of traveler as well would be one of the things that we do,” Bedel says.

Under the leadership of Bedel, the IDDC is continuing to show the best of Indiana to a local, national and even international audience.