Downtown Indy Alliance announced a formal rebrand and released new survey and Economic Enhancement District (EED) data at its State of Downtown event, officials said.

The change, organizers said, moves the organization's name from "Downtown Indy Inc" to "Downtown Indy Alliance" and emphasizes a new tagline, "the people make the place." "Our name has evolved from Downtown Indy Inc to Downtown Indy Alliance," said CP, Downtown Indy Alliance's director of marketing and brand strategy, during the presentation.

The announcement came with a package of metrics the organization said show continued growth and shifting public perceptions of downtown Indianapolis. Taylor Shafer, president and CEO of Downtown Indy Alliance, presented results from the perception survey and EED dashboard, saying the survey received 2,184 respondents — a 42% increase over the 2024 sample — and that the downtown population now stands at 30,446 residents.

Shafer and other speakers highlighted several indicators they said support the case for continued investment: multifamily occupancy above 90%; roughly $4,000,000,000 in planned development in the downtown core concentrated in hospitality and entertainment; and a reported increase in perceptions of safety and cleanliness among some demographics. Shafer said agreement that downtown feels safe grew “with most notable improvements among 18 to 24 year olds, residents from counties outside Central Indiana, and downtown residents.”

The EED — a nine‑member Economic Enhancement District board comprised of property owners, residents, and corporate stakeholders — has launched an EED dashboard, officials said, intended to show how property-owner investments funded through the district are being spent. Speakers said the dashboard and annual surveying are intended to increase transparency about how EED funds are used for street-level services and operations.

Speakers also noted demographic changes and events that organizers said are reshaping downtown’s reputation, including hosting major sports events and conventions. The presentation emphasized the role of branding and storytelling in attracting residents and visitors; CP described a year-long rebranding effort conducted with Pivot Brands and said the visual identity and shifting tagline are designed to reflect community partnerships and avoid confusion.

The two presenters who led the metrics portion urged continuing investments in street-level staffing, technology and targeted operations to sustain momentum and to address lingering negative perceptions among older residents. The event closed with organizers encouraging attendees to review the community report and to pick up materials highlighting the new Downtown Indy Alliance brand.