IMA CEO: Newfields Spotlights 'Cultural Park Unlike Anywhere Else'

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IMA Chief Executive Officer Charles Venable unveils the Newfields identity for the campus. IMA Chief Executive Officer Charles Venable unveils the Newfields identity for the campus.

For the first time, the 152-acre campus that includes the Indianapolis Museum of Art will have an official name. Newfields, a Place for Nature and the Arts, integrates the IMA, The Virginia B. Fairbanks Art & Nature Park: 100 Acres, The Garden, Lilly House and various performance spaces beginning in October. Chief Executive Officer Charles Venable says the name "is a celebration of our past and a commitment to our future."

He adds "our diverse landscape is unlike any other in the Midwest, and now is the time that we fully embrace all that we have to offer the community as a one-of-a-kind institution. We are embracing our natural resources like never before, while staying true to our legacy as an art museum."

The identity was developed through initiatives including a 10-year strategic plan that was approved in 2015; a $10 million Lilly Endowment Inc. grant to launch an endowed innovation fund that led to comprehensive research in areas such as marketing, community engagement and land use; and a 30-year Master Land Use Plan that is currently under review by the IMA Board of Governors.

Over the last two years, the IMA says, the Newfields identity and name were "extensively tested and scored well with the target audience." The IMA partnered with Indianapolis-based advertising agency Young & Laramore throughout the process.

The IMA was founded in 1883 and its footprint includes the Miller House and Garden in Columbus. You can connect to more about the Newfields identity and official roll-out in October by clicking here.

View a brief introductory video to Newfields provided by the IMA:

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