Arts and entertainment central to building
communities that attract and retain residents
Long known for its steel roots, Northwest Indiana is undergoing a renaissance.
The Region is embracing a new identity — one that intertwines economic development with arts, culture and community engagement. This transformation is not accidental. It’s the result of deliberate efforts to cultivate vibrant, people-centered communities.
Placemaking is a magic ingredient. It’s much more than urban planning. It’s creating spaces that resonate with people and foster a sense of belonging and community. At the heart of successful placemaking are arts, entertainment and sports — engines of culture, creativity and connection that do more than entertain. They shape identity, boost economic activity and draw people who power regional growth.
“We believe that arts and entertainment are a high priority for the continued growth of Northwest Indiana,” said Phil Taillon, South Shore Convention and Visitors Authority president and CEO. “It’s something we talk about in almost every conversation. Arts and entertainment are a sign of whether you’re growing as a community or going the other way.”
Communities across the country are rethinking traditional models of economic development. Where once the focus was on industrial parks and logistics hubs, today’s leaders are investing in livable, lovable places that make people want to visit and stay.
In Northwest Indiana, this approach is central to economic revitalization strategies. The Northwest Indiana Forum’s Ignite the Region initiative exemplifies this, weaving arts, entertainment, tourism and sustainability into an economic framework.
“I knew about the symphonies and larger installations, but it’s in the nooks and crannies that activity is happening around the Region,” said Heather Ennis, Northwest Indiana Forum president and CEO. “There are little pockets of excellence everywhere.”
Economic development organizations are drawing from the past and looking to the future.
“Our heritage is different than many places,” Ennis said. “We truly are sand and steel. The question is how we immerse ourselves in where we’ve come from and continue evolving and growing.”
The Forum plans to answer that question, in part, by conducting a survey about arts and cultural opportunities to help update the Ignite the Region strategy.
The South Bend — Elkhart Regional Partnership also is working to boost the Region as a whole and build communities within it.
“We have a regional identity, but each of our towns has their own identity,” said Bethany Hartley, South Bend — Elkhart Regional Partnership president and CEO. “Goshen has a downtown walkable community, and that density exists in a beautiful way. Elkhart has a different identity with the river running through it. There’s so much vibrancy here.”
Economic development leaders are taking a 360-degree view of the Region — examining everything from practical essentials like the proximity of housing to health care, to the kinds of experiences residents want in their daily lives, whether that’s theaters, live music, community festivals or creative classes.
“We’re thinking about all the pieces around a person outside their work life,” Hartley said. “Where are the places people want to go after 9 to 5?”
Attracting residents
Talented people, especially younger workers and creative professionals, aren’t just chasing jobs, they’re chasing quality of life. Northwest Indiana’s embrace of placemaking and the arts underscores a broader understanding: economic development is not solely about infrastructure and industry. It’s about people, culture and community.
“In the old days, people used to find a job and then a house. The younger generation isn’t really doing that anymore,” Taillon said. “They find a place they want to move first. Quality of place is so much more important than it used to be. It determines whether people move here.”
Arts districts, music venues, public art, walkable downtowns, food halls and sports arenas aren’t just nice to have. They are a need to have — powerful magnets for economic activity.
“It’s important to create as many new opportunities as we can, things that people haven’t experienced,” Taillon said. “When they come here, it instills in them that this place is unique. This is the type of atmosphere that I want to live in, work in and help grow.”
Economic development organizations are working to string the art and cultural gems across the Region together, with the goal of creating quality of place for current residents and attracting future ones.
“We want to turn visitors into vacationers who stay for a few weeks and then turn those vacationers into residents,” Ennis said. “We want visitors who can’t wait to come back and, if they’re making a move, they think about moving here.”
Hartley said that the efforts are paying off and attracting residents.
“A woman recently told me that she and her boyfriend were choosing between here and Nashville,” Hartley said. “They chose to move here because there’s so much growth, so much vibrancy. They picked here by choice.”
Artistic endeavors
When people unite to create, explore, and celebrate arts and innovation, communities flourish.
“The arts provide a modality for others to engage in and express their creative nature or curiosity,” said Jessica Corral, Valparaiso Creative Council executive director. “This is inherent in who we are. Communities that intentionally provide experiences and opportunities enhance the quality of life and bridge diversity through shared experiences.”
Founded in 2017, the council manages 3,000 square feet of space in the heart of Valparaiso’s Creative District, available for rent by artists and creators across disciplines such as dance, visual arts, writing, film, sculpture and music.
The organization hopes to expand into additional artistic fields such as culinary arts, woodworking and ceramics, offering space for local creatives to teach, collaborate and enrich the community. To date, the council has commissioned eight murals and one large-scale sculpture.
In another corner of the Region, the Miller Beach Arts and Creative District is using the arts as a catalyst for change. In 2011, Lake Street in the Miller neighborhood of Gary was in decline. One retail shop remained. Local volunteers established an arts organization aimed at transforming Lake Street into a lively, world-class arts district. The district attracts artists from afar and showcases local artists.
“We have an annual call for proposals for our exhibition program, which is open to artists in the Northwest Indiana region and greater Chicago,” said Kathy Long, Miller Beach Arts and Creative District president. “Our arts and wellness program employs artists to teach workshops in their field. Our annual community show specifically celebrates artists connected with Gary.”
The district’s events draw an audience from around the Region.
“When people come to our neighborhood, they patronize other local businesses at the same time,” Long said. “An evening out for the local theater performance may start with dinner or drinks at the restaurant across the street and workshops may end with a group coffee.”
The Michigan City-based Lubeznik Center for the Arts and the Michigan & Monroe Arts District in South Bend are two of the many locations throughout the Region celebrating and promoting art. Corral calls the development of these spaces and creative districts a win for everyone involved.
“Placemaking projects, murals, sculptures and art districts alike, can all engage tourism and drive the economy in ways we can’t even begin to measure,” she said. “Art provides curiosity and curiosity drives a reason to travel.”
On the stage
Theater is becoming a quiet yet powerful influence on how people perceive communities and choose where to live.
Theater tells prospective residents that this is a place where stories matter, where people gather to connect and where life is enriched by shared experiences. A thriving theater scene adds depth and energy to a community’s identity — whether it’s a grassroots performance in a repurposed space or a grand historic venue.
“Venues like the Lerner Theatre help put the Region on the map not just as a place to live or work, but as a place to enjoy life,” said Jenna Brouillette, Lerner Theatre communications manager.
Celebrating its 100th anniversary this year, the Lerner Theatre stands as a symbol of Elkhart’s cultural identity. Built during an era when grand, opulent theaters were seen as vital cultural hubs for growing American cities, it continues to be a gathering place for residents.
“Theaters give residents a shared sense of purpose and belonging,” Brouillette said. “Whether someone grew up watching cartoons here or saw their first concert within our walls, every visitor can feel the love and pride Elkhart has invested into the Lerner.”
Theater also offers a steady rhythm of events that activate downtowns, fill restaurants and draw neighbors together, creating a sense of belonging that newcomers crave.
Community theater, in particular, invites people to participate — as actors, directors, designers or audience members. It often creates a pipeline for young artists or hobbyists to grow in confidence and artistry.
Venues such as Theatre at the Center in Munster, the 4th Street Theater in Chesterton, the Indiana Ballet Theatre in Merrillville, the Southold Dance Theater in South Bend and the Hobart Art Theater are among the dozens of theaters across Northwest Indiana. Having access to meaningful cultural experiences close to home is a major lifestyle asset for current and prospective residents.
“At the Lerner, we strive to be a catalyst that shows off the beauty of downtown Elkhart,” Brouillette said. “Placemaking is about building spaces and experiences that tell the story of a Region proud of its past and ambitious about its future.”
Music venues
Music plays a vital role in placemaking, transforming ordinary spaces into lively, communal destinations. Whether it’s a street performer on a corner, a band in the park or live music outside a café, music invites people to gather, linger and connect.
The presence of music signals that a space is for people, inviting spontaneous gatherings and creating a shared experience that’s at the heart of placemaking. Musicians often reflect regional history and culture in their work, helping tell the story of a place while boosting local identity and economy.
“The arts are a crucial part of thriving communities,” said Emily Yiannias, La Porte County Symphony Orchestra executive director. “Study after study has shown that when people have access to quality arts programming in their neighborhoods, they are more likely to remain in that community and become engaged with it.”
Founded in the early 1970s by a group of passionate local musicians who wanted to make music together and present concerts to the community, the La Porte County Symphony Orchestra has grown into a professional ensemble. It attracts musicians from across the Region — including Fort Wayne, South Bend, Crown Point and Chicago. The symphony advertises its yearly auditions at colleges and universities and through social media and news outlets. Word of mouth serves as a powerful recruitment tool.
“We are incredibly fortunate to have a vibrant arts community here in the Region,” Yiannias said. “It’s not often you find a fully professional orchestra with a world-renowned conductor in a small community like La Porte County. We often hear folks say that they are so glad they don’t have to go all the way to Chicago to hear a fantastic orchestra.”
Visitors and locals can enjoy a mix of musical experiences — from classical performances at the Northwest Indiana Symphony in Munster and the South Bend Symphony Orchestra to high-energy shows at the Stardust Event Center in Michigan City and the Hard Rock Casino in Gary. The Horseshoe Casino in Hammond also attracts big names. It will present a show by Jerry Seinfeld in June.
“We may not be a hidden gem for too much longer,” Yiannias said.
Sports and recreation
Beyond the arts, sports and entertainment venues are powerful placemaking tools that serve as regional anchors and economic catalysts. When a new stadium or arena opens, it often attracts bars, restaurants, housing and retail, keeping neighborhoods active beyond the workday and signaling vibrancy to potential residents.
When companies choose locations for their offices or headquarters, they’re looking at more than square footage — they’re considering what kind of lives their employees will have outside of work. A city with a thriving sports culture is an easier sell.
“Sports and recreation facilities are not only an asset for residents to enjoy,” said Terry Mark, Elkhart County Convention & Visitors Bureau director of communications. “They also create opportunities for impactful large-scale events that draw hundreds of visitors to a city or region for multiple days.”
The Region has seen a wave of major sports tourism events, including swim meets. The Valparaiso Swim Club hosted one in May that brought between 500 and 600 competitors to the Valparaiso Aquatic Center, said Emily Calhoun, president of the club’s board. Families from out of town stayed at hotels and dined at local restaurants for the three-day meet.
The Elkhart County Convention & Visitors Bureau has worked with organizers and venues to carry out events like these by providing support and arranging lodging. The bureau develops products to connect visitors to information about the destination. It also works with venues to promote their facilities and attract future events.
Parks, trails, athletic fields and recreation centers are spaces where people come not just to exercise, but to connect. From pickup basketball games and yoga in the park to youth soccer leagues, these activities infuse public spaces with energy and purpose. At their core, sports and recreation foster social bonds that strengthen community life for all ages and backgrounds. These shared experiences create a deeper sense of belonging and engagement.
“Our sports and recreation assets are important community gathering places and build community pride,” Mark said. “The Elkhart Aquatics Center has become a frequent site of community events and private gatherings of all sizes.”
These elements not only improve quality of life but also have an economic impact, drawing visitors, supporting small businesses and increasing a town’s appeal to new residents. In this way, recreation and sports don’t just fill time — they help define the spirit of a place and contribute to its long-term vitality.
“Northern Indiana has made tremendous strides in the last 10 years in creating inviting public places, creating a momentum to continue improving and building off previous successes,” Mark said. “There are exciting projects on the horizon that will make Elkhart County an even better place to live, play, work and invest.”
Indiana House Bill 1292 created a professional sports development commission. The commission is tasked with developing a plan and recommendations for attracting a professional sports franchise to Northwest Indiana. The bill was drafted with the Chicago Bears in mind, but the Region would welcome any pro sports team.
Other communities set their sights on a regional convention center, which has potential to boost the economy by attracting events, bringing in visitors who spend money on hotels, restaurants, transportation and local shops. Hosting regional and national events also raises a city’s profile, helping to shape its reputation as a destination for business, culture and innovation.
Hobart and Gary both presented proposals for a new Lake County Convention Center, which Senate Bill 434 allowed for with then Gov. Eric Holcomb’s signature in 2023. The Lake County Board of Commissioners announced May 21 that Gary will be home to the new 145,000-square-foot convention center near Hard Rock Casino Northern Indiana.
“This is a historic and monumental day for Gary and all of Lake County,” said Gary Mayor Eddie Melton after the announcement. “Our vision has always been about creating strong economic opportunities for our community.”
Getting outdoors
Outdoor recreation brings people together — on trails, at beaches or in towns afterward for a bite to eat. It supports local businesses, encourages healthy lifestyles and helps foster pride in place.
“The Indiana Dunes is a natural magnet for people who crave both beauty and adventure,” said Christine Livingston, Indiana Dunes Tourism president and CEO. “The blend of pristine beaches, wooded trails and biodiverse habitats appeals to tourists looking for a getaway and to residents who want a high quality of life rooted in nature and community.”
Indiana Dunes Tourism promotes outdoor activity through initiatives like a self-guided trail challenge to climb the three tallest dunes at Indiana Dunes State Park and a self-guided tour of outdoor sites with educational content. Visitors can explore 40 miles of National Park trails, birdwatch over 350 species or enjoy biking, fishing, hiking and paddling.
“Interest in outdoor spaces has grown in recent years, and the Indiana Dunes have seen record-breaking visitation,” Livingston said.
In 2023, 4.6 million people visited the Indiana Dunes, making it the 12th most visited U.S. National Park for recreation.
“Indiana Dunes Tourism is currently working on a Sand + Steel regional theme, weaving together our industrial heritage, cultural stories, local communities and the Indiana Dunes,” Livingston said. “This is an opportunity to build regional pride and share a unique and compelling experience for locals and visitors.”
Beyond the Dunes, Northwest Indiana is developing a growing network of trails and greenways that connect communities across the Region. From the Pumpkinvine Nature Trail to the Calumet to the Erie Lackawanna trail, these paths connect people to nature and to each other. Trails like the Prairie Duneland and Oak Savannah transform former rail lines into scenic corridors for both hikers and cyclists.
“People are looking for authentic, nature-based experiences, and the Dunes delivers on that in a big way,” Livingston said.
Building identity
Arts and entertainment don’t just draw people — they define places. A mural can turn an overlooked alley into a landmark. A community theater can ignite a lifelong passion in a young performer. These cultural touchstones not only improve quality of life but build civic pride and cohesion.
“An overarching piece is that the residents of this Region are proud of living here,” Hartley said. “We want to create community assets we can brag about.”
Today, economic development is as much about building people-friendly places as it is about creating jobs. The arts, entertainment and sports are not peripheral — they’re central. Cities that invest in them are not only nurturing culture but laying the groundwork for long-term prosperity.
“Tourism is not just about heads in beds anymore. It is about creating a place where people want to live, work and play. There is a saying that tourism is the first date of economic development,” Livingston said. “If someone wants to visit your destination, they may want to live in your destination, and if they want to live in your destination, they’ll likely work in your destination.” •
Read more stories from the current issue of Northwest Indiana Business Magazine.
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Entrepreneurial roots
Silicon Valley lessons
Humble beginnings
Home grown lending
Creating second chances
Passionate about people
Chesterton: Big downtown plans
Cyber preparedness
Stay the course
Beyond the bachelor’s
Attorneys on fence about AI
Professional advancement
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