UPDATE: Indiana Dunes Tourism has officially launched its ambitious “Sand + Steel” initiative, connecting the region’s industrial heritage with its stunning natural landscapes. This project aims to redefine tourism in Northwest Indiana, highlighting the unique relationship between the area’s steel industry and the breathtaking beaches of Lake Michigan.
Christine Livingston, president and CEO of Indiana Dunes Tourism, emphasized the importance of this dual narrative, stating, “We’re celebrating our industrial heritage and the Indiana Dunes. It needs to be protected and cherished, but there’s more to this destination than just going to the beach.”
The initiative kicked off with a series of community discussions involving local leaders from various sectors, including mayors and business executives. Over the past eighteen months, these conversations have laid the groundwork for a robust tourism brand that resonates with both residents and visitors. “After a few months of focus groups, it was clear we had a strong brand,” Livingston noted.
Key partnerships have emerged from this initiative, with the Northwest Indiana Forum playing a pivotal role. President Heather Ennis stated, “Seeing all the voices at the table is really exciting. This gives us a platform to embrace who we are and the great things that come to our region.” The Forum has collaborated on promotional materials, including a new South Shore poster designed to attract tourists.
The Shirley Heinze Land Trust is also on board, developing discovery trails that will guide visitors through the region’s rich natural environments. Executive Director Kris Krouse expressed enthusiasm for the collaboration, stating, “It’s nice to have partners that want to highlight these natural areas that are an important part of our quality of life.”
The South Shore Convention and Visitors Authority (SSCVA) is another vital partner, with Chief Marketing Officer Heather Becerra declaring, “We have an area shaped by hard work and natural beauty, and we need to own both.” The SSCVA plans to install wayfinding signage along U.S. Route 12 and set up discovery hubs at South Shore train stations, all designed to elevate the “Sand + Steel” initiative.
Exciting new products are also coming to the forefront, with a special Sand + Steel merchandise collection debuting soon. Items include a unique coffee blend from Fluid Coffee Roasters, which plans to open a small café at the Indiana Dunes Visitor Center. Founder Alison Scates shared that their organic Colombian roast features notes of apricot and blackberry, promising a distinctive experience for coffee lovers.
Local artisans are contributing to the initiative, including Jeff Layman of RustiX, who creates art pieces showcasing the region’s industrial and natural beauty. Layman said, “It’s super exciting to be part of this. The dunes are ingrained in the region, and I don’t think a lot of people take advantage of them as much as they should.”
The city of Gary is also actively participating, with Executive Director Christopher Harris emphasizing the importance of reclaiming the city’s narrative. “Sand and steel are our roots,” he stated, as the city updates signage and works on art installations that reflect the initiative’s themes.
Livingston is optimistic about the future of the “Sand + Steel” initiative, believing it will foster both tourism and community pride. “I’m really passionate about the area and making a positive change,” she said.
As this initiative unfolds, residents and visitors are encouraged to engage with both the industrial and natural assets of Northwest Indiana. With projects rolling out over the coming months, the “Sand + Steel” initiative is set to redefine the region’s identity and tourism landscape.
