indianapolis museum of art

What indianapolis museum of art does

The Indianapolis Museum of Art operates as Newfields, a 152-acre cultural campus in Indianapolis, Indiana, legally constituted as Newfields, Inc., a nonprofit organization founded in 1969 on land donated by the Lilly family and rebranded from the Indianapolis Museum of Art to Newfields in 2020 to reflect its expanded mission. The institution presents an encyclopedic art collection anchored by the most extensive Neo-Impressionist holdings in North America, alongside 52 acres of horticultural gardens, two National Historic Landmark estates (Lilly House on-site and Miller House in Columbus, Indiana), the Virginia B. Fairbanks Art & Nature Park, multiple performance venues (530-seat Tobias Theater, Amphitheater, DeBoest Lecture Hall, Randolph H. Deer Special Events Pavilion), dining outlets (The Café, The Beer Garden), and retail (The Museum & Garden Shop). Core technology includes THE LUME Indianapolis, a digitally immersive art experience using Grande Experiences' proprietary projection and audio systems, with the current 'Connection: Land, Water, Sky' exhibition featuring 100+ Indigenous Australian artists and 500+ works running May 2025 through February 2026 in partnership with the National Museum of Australia.

Revenue is generated across seven streams: general admission tickets ($23 adults, $20 seniors, $15 youth, with $1.99 service fee), tiered annual memberships ($55-$500), THE LUME premium tickets ($29 adults), private event rentals, retail and dining sales, parking fees for special events, and collection image licensing under the Open Access program. GTM motion is direct-to-consumer via on-site visitation and online ticket sales, supplemented by event-driven attendance (THE LUME, Winterlights, Harvest Nights, First Thursdays, Summer Nights Film Series, Art in Bloom) and a community-led engagement model delivering 1,261 free Neighborhood Memberships to five eligible neighborhoods, 6,000+ free Indiana college student memberships, 25,000+ free partner organization tickets, and 18,000+ discounted Access Pass tickets in 2024. Customer segments span general public, members, students, military (Blue Star Program), underserved families (Access Pass), and event clients, with reciprocal admission access to over 2,000 North American museums and gardens at higher membership tiers.

Name

indianapolis museum of art

Legal name

Newfields, Inc.

Website

https://imamuseum.org

Company type

Private

Founded year

1969

Operating status

Operating

Short description

The Indianapolis Museum of Art operates Newfields, a 152-acre nonprofit cultural campus in Indianapolis offering encyclopedic art collections, 52 acres of gardens, two National Historic Landmark estates, performance venues, and the THE LUME Indianapolis immersive digital exhibition, serving general visitors, members, students, and community organizations.

Ownership category

akta.pro rank

Product category

Art Museum / Cultural Institution

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Historical Sites (712120), Nature Parks and Other Similar Institutions (71219)

akta.pro primary industry

Art Museums (THAJADAA)

akta.pro secondary industries

Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA), Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Parks, Gardens & Botanical Attractions (THAJACAH)

Keywords

• Art museum services
• Cultural exhibitions
• Garden experiences
• Museum memberships
• Arts education

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. General Admission Tickets: Visitors purchase tickets for general museum admission at $23 for adults, with discounts for seniors ($20), youth ($15), and free admission for members and children 5 and under. Special exhibitions like THE LUME have separate pricing.
2. Membership Subscriptions: Annual membership program with tiers from $55 (Newfields 1) to $500 (Five Seasons Circle). Includes reciprocal admission to over 2,000 art museums across North America at higher tiers.
3. Private Event Rentals: Venue rental of indoor and outdoor spaces including Randolph H. Deer Special Events Pavilion, Tobias Theater, DeBoest Lecture Hall, and outdoor venues for weddings, corporate events, and galas.
4. Retail and Dining: The Museum & Garden Shop sells jewelry, glass, textiles, books, stationery, and art reproduction gifts. The Café and Beer Garden serve food and beverages to visitors.
5. Parking Fees: Parking at Newfields is typically free, but the institution reserves the right to sell parking during certain special events.
6. Licensing and Reproduction Rights: Reproductions of the Indianapolis Museum of Art collection, Newfields Archives collections, and properties may be licensed for scholarly, commercial, or personal uses through the Legal Affairs and Intellectual Property department.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels8 records

Core offering

The Indianapolis Museum of Art, operating as Newfields, is a 152-acre cultural campus that offers museum gallery exhibitions, 52 acres of horticultural gardens, historic estate tours (Lilly House and Miller House), immersive digital art experiences (THE LUME Indianapolis), performing arts venues, and educational programs. The institution operates as a unified arts and nature campus in Indianapolis serving visitors, members, students, and community groups.

Product overview

Newfields is a 152-acre cultural campus in Indianapolis offering a unified portfolio of arts, nature, and cultural experiences. The core offerings include the Indianapolis Museum of Art (IMA Galleries) with its permanent collection and rotating exhibitions, The Garden at Newfields spanning 52 acres of horticultural spaces, The Virginia B. Fairbanks Art & Nature Park, and historic estates including Lilly House and Miller House and Garden. The institution operates multiple performance venues (The Tobias Theater, Amphitheater, DeBoest Lecture Hall, Randolph H. Deer Special Events Pavilion), dining facilities (The Café, The Beer Garden at Garden Terrace), and retail (The Museum & Garden Shop). Special programs include THE LUME Indianapolis (digitally immersive art experience), seasonal events (Winterlights, Harvest Nights, Art in Bloom), the Summer Nights Film Series, and First Thursdays (pay-what-you-wish admission days). Membership programs provide tiered access with benefits across all venues.

Differentiator

Problem solved

Functional benefit

Products and services

• Indianapolis Museum of Art (IMA Galleries) The primary art museum housing encyclopedic collections spanning Asia, ancient Greece, South America, Neo-Impressionism, Abstract Expressionism, Minimalism, Pop Art, and contemporary works, plus rotating special exhibitions. Open to the general public with ticketed admission.
• The Garden at Newfields 52-acre horticultural garden featuring formal gardens, historic landscapes, orchards, and seasonal displays. Part of the National Historic Landmark estate Oldfields. Accessible to ticketed museum visitors.
• Lilly House National Historic Landmark 20th-century country estate featuring French-inspired architecture, restored 1930s interiors, and historic Lilly family furnishings, open for public tours.
• Miller House and Garden National Historic Landmark modernist estate in Columbus, Indiana featuring work by Eero Saarinen, Alexander Girard, and Dan Kiley, open by guided tour only booked through the Columbus Area Visitors Center.
• THE LUME Indianapolis Digitally immersive art experience featuring large-scale projected artworks combined with synchronized music and sound. Current exhibition 'Connection: Land, Water, Sky' showcases 100 contemporary Indigenous Australian artists and 500+ paintings, stories, and photographs.
• Winterlights Annual winter holiday light display and nighttime experience with festive programming and cultural celebration nights.
• Harvest Nights Annual autumnal evening event featuring seasonal programming and harvest-themed experiences at the cultural campus.
• Art in Bloom Annual spring event combining art installations and floral displays throughout the museum and gardens.
• Newfields Membership Program Tiered annual membership program with levels from $55 (Newfields 1) to $500 (Five Seasons Circle), including free admission, discounts, early access to events, exclusive tours, and reciprocal admission to 2,000+ museums for higher tiers.
• The Museum & Garden Shop On-campus retail store selling jewelry, glass, textiles, books, stationery, plants, and gift items including reproductions from the IMA's art collection.
• Private Event Rentals Venue rental service offering indoor and outdoor spaces including Randolph H. Deer Special Events Pavilion, Tobias Theater, DeBoest Lecture Hall, and outdoor gardens for weddings, corporate events, and galas.
• Licensing and Reproduction Rights Reproduction and licensing service for images of the IMA collection, Newfields Archives, and properties, available for scholarly, commercial, or personal uses.

Quantifiable outcome

• 1,261 free neighborhood memberships distributed to local residents
• +3 more outcomes

Named customers5 records

Segments8 records

Ideal customer profiles9 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

20 partnerships are on record, tiered flagship, core and minor.

• Grande ExperiencesflagshipStrategic or Co-development Partner · 1 May 2025Creator and producer of THE LUME technology and the Connection: Land, Water, Sky exhibition featuring Indigenous Australian art and music. Partnership enables Newfields to offer immersive digital art experiences. Exhibition runs May 2025 - February 2026.
• National Museum of AustraliaflagshipStrategic or Co-development Partner · 1 May 2025Co-creator and co-producer of THE LUME Indianapolis Connection exhibition. Contributed curatorial expertise and Indigenous Australian art collection access to the project.
• Columbus Area Visitors CentercoreChannel Partner/ Reseller/ DistributorManages booking and coordination of Miller House and Garden tours. Located at 506 Fifth Street, Columbus, Indiana 47201. Tours depart from this location and include shuttle service to the Miller House property. Contact: (812) 378-2622.
• The Children's Museum of IndianapoliscoreChannel Partner/ Reseller/ DistributorOperates the Access Pass program enabling qualified families to purchase general admission to participating Access Pass partners for $5 per family member. Newfields is a participant in this partnership network of Indianapolis cultural destinations.
• Bank of AmericaminorGTM or Marketing PartnerParticipates in Museums on Us program providing free general admission on the first full weekend of every month for cardholders with valid credit/debit card and photo ID.
• Herron School of Art + DesignminorStrategic or Co-development PartnerStudents created three THE LUME Featurettes (Echoes of Home, Harmonia, and Evren) commissioned by Indianapolis Museum of Art for display during THE LUME Indianapolis Connection exhibition.
• Crown Hill Neighborhood AssociationcoreStrategic or Co-development PartnerPartner in creating neighborhood boundaries for Newfields' free Neighborhood Membership program, ensuring engagement efforts align with local community needs.
• Mapleton-Fall Creek Neighborhood AssociationcoreStrategic or Co-development PartnerCollaborative partner in defining eligible neighborhoods for free Neighborhood Membership program, supporting community access initiatives.
• Riverside Civic LeaguecoreStrategic or Co-development PartnerCommunity partnership for neighborhood engagement, helping determine boundaries for Neighborhood Membership eligibility.
• Historic Meridian Park Neighborhood AssociationcoreStrategic or Co-development PartnerPartner in developing free Neighborhood Membership program boundaries and community engagement strategies.
• Historic Watson Park Neighborhood AssociationcoreStrategic or Co-development PartnerCollaborative partner in creating neighborhood membership eligibility criteria and local community outreach.
• Jewish Federation of Greater IndianapolisminorGTM or Marketing PartnerCultural partnership night celebrating Chanukah with special programming during Winterlights event, part of broader cultural engagement initiatives.
• Arte Mexicano en IndianaminorGTM or Marketing PartnerPartner for Las Posadas cultural celebration at Winterlights, supporting inclusive programming for Latino communities.
• Indy Kwanzaa CommitteeminorGTM or Marketing PartnerCultural partnership night celebrating Kwanzaa at Winterlights, expanding cultural programming diversity.
• Indy PrideminorGTM or Marketing PartnerPride celebration partnership at Winterlights, supporting LGBTQ+ community engagement through cultural events.
• Indiana LandmarksminorStrategic or Co-development PartnerProvided Historic Preservation Education Grant supporting Lilly House programming and preservation efforts.
• Indiana HumanitiesminorStrategic or Co-development PartnerPartner in Historic Preservation Education Grant supporting Lilly House programming.
• Indianapolis Motor Speedway MuseumminorStrategic or Co-development PartnerLoaned early 20th century-era car for display in Lilly House lower level garage, enhancing historic estate interpretation.
• Indianapolis Symphony OrchestraminorStrategic or Co-development PartnerCollaborating on rotating seasonal water and light choreography at Glick Fountain, contributing musical programming to the audiovisual experience.
• University of Virginia / Kluge-Ruhe Aboriginal Art CollectionminorStrategic or Co-development PartnerDr. Henry Skerritt, Assistant Professor and Curator of Research, provided curatorial aid for selection and interpretation of Indigenous Australian bark paintings in THE LUME Connection exhibition.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Others

• The Children's Museum of Indianapolis: Largest children's museum in the world, headquartered in Indianapolis and operating the Access Pass program with Newfields; complementary cultural partner rather than a direct competitor.

Direct peers

• Nelson-Atkins Museum of Art: Kansas City encyclopedic museum with integrated art + park/sculpture garden campus - the closest direct comparable for Newfields' blended museum-nature experience and free general admission model.
• Cincinnati Art Museum: Midwestern encyclopedic art museum of comparable size, collection scope, and free/subsidized admission model; operates a similar museum + garden estate structure and competes for similar donor and visitor bases.
• St. Louis Art Museum: Comparable encyclopedic museum operating in a major urban park setting (Forest Park), with similar free general admission structure and special exhibition programming.
• Toledo Museum of Art: Similar-sized Midwestern art museum with comparable collection focus (including glass and decorative arts) and community engagement profile; useful peer for programming scale benchmarks.
• Minneapolis Institute of Art: Midwestern encyclopedic museum operating with always-free general admission and deep community access programming; a comparable peer on access strategy and collection breadth.
• Detroit Institute of Arts: Comparable regional encyclopedic museum with similar urban anchor institution challenges, municipal funding exposure, and special exhibition model.
• The Cleveland Museum of Art: Comparable encyclopedic art museum in Ohio with similar collection breadth, integrated park setting, and active special exhibition programming; strong peer benchmark for programming and membership economics.

Broad incumbents

• Metropolitan Museum of Art: Global benchmark encyclopedic museum with vastly larger endowment, collection, and visitor base; relevant as the aspirational reference point and as a reciprocal-network partner.
• Art Institute of Chicago: Larger, more prominent Midwestern encyclopedic museum with significantly broader collection, international draw, and major special exhibition infrastructure; sets the regional benchmark Newfields is measured against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/indianapolis-museum-of-art

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries13 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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