The Science of the Season: Navigating Indianapolis in May

For event professionals in Indianapolis, the month of May represents a rare phenomenon where an entire community rallies around a single annual tradition. Kimberly Hoffman, CMP, DMCP, DES, is the Vice President of Strategy and Experience at Accent Indy, and views this time as an unparalleled opportunity to turn visitors into lifelong fans of both the city and its famous race.

Hoffman is a veteran event professional who has been in the industry since 2011. Hoffman has spent over ten years with Accent Indy cumulatively and has been a part of roughly 15 Indianapolis 500 seasons. In her current role, she is shifting her professional focus toward communication, leadership, and coaching. Additionally, she is an active member and fan of the MPI Indiana chapter.

Strategy Around the Track

The Indianapolis Motor Speedway has the race logistics down to a science, managing an event that draws roughly 350,000 people which is the world’s largest single-day sporting event. To put the venue's size into perspective, Yankee Stadium, Vatican City, Liberty Island, the Taj Mahal, The White House, Roman Colosseum, Churchill Downs and the Rose Bowl Stadium could all fit inside the Indianapolis Motor Speedway simultaneously.

Accent Indy, a local Destination Management Company (DMC), focuses on the corporate and association groups hosting events around and during the race. These events typically range from 50 to 150 guests who utilize the track's exclusive and highly sought-after suites. Planning for these race-adjacent experiences is a year-round process that begins almost as soon as the previous year's invoices are paid.

The Power of Local Rootedness

A key advantage for any planner during this high-stakes season is "local rootedness". Because the Speedway is located in a residential area with limited traffic infrastructure, local knowledge is essential for navigating logistics. For Hoffman, this means knowing the minute details that an out-of-town planner might miss, such as which hotel freight elevators in downtown Indianapolis are large enough to fit an actual Indy car.

Preparing for the Unpredictable

In the world of outdoor events, weather is the ultimate wildcard. Hoffman stresses that a backup plan must never be an afterthought. When a race is delayed, the focus shifts to "reading the room" and managing guest expectations with the resources available. That might  mean pivoting a lunch buffet into a dinner service or providing simulators and games to keep guests engaged during a rain delay.

"It is our responsibility to make sure that plan B is given just as much consideration as plan A... so that you do not lose the integrity of the event."

Leadership in the "Trenches"

To handle the "hectic" nature of May, Accent Indy relies on a unique "Staff Draft" to strategically place their 100+ part-time staff members. Modeled after the NFL draft, this process ensures they have "aces in their places," matching staff strengths to specific program needs to provide the best possible guest experience.

Despite the intensity and the 16-hour days, the team maintains a sense of community by gathering for a post-race dinner to share "wild stories" from the weekend.

"Finding these little moments of normalcy or your usual routine can feel helpful but at the end of the day we're just in it. We're all in the trenches together. We have fun with it and we know it'll be over come June."

Advice for the Next Generation of Planners

For those new to the industry or facing their first large-scale event, Hoffman’s primary advice is simple: don't go it alone.

"Find somebody that knows it. Find somebody that’s done it before. And I think that translates well into any large-scale event. Constantly having your personal and professional board of directors - people that you can lean on is key."

Pro-Tips for Event Survival

Hoffman offers practical advice for staying "sane" and physically capable:

• Keep Your Feet Guessing: Switch between different types of shoes throughout the day to prevent pain during long stretches on your feet.
• The Lidocaine Trick: Applying lidocaine spray to your heels and arches in the morning can help numb the soreness before it starts.
• The Ultimate Essential: Never let your cell phone battery die, as it is your primary tool for survival and communication.

While the workload is significant, the reward comes when the strategy finally comes to life. As Kimberly notes, "When Indy wins, we all win".