2026 Building Community Winner
The Terre Haute Convention and Visitors Bureau has long been focused on bringing visitors to our community.
In 2025, the Tourism industry brought more than 1.7 million people to Vigo County and had more than $300 million in economic impact for our community.
But their work goes beyond attracting tourists. It is also about building pride in the place we call home, and showing residents, businesses, and visitors why Terre Haute is worth talking about.
One of the best examples of that work is the Terredise Initiative.
What started as a small pilot campaign quickly demonstrated that Terre Haute residents were ready to embrace a more positive, confident story about their community. In 2025, Terredise evolved into a full community identity initiative, woven into tourism materials, social media, events and physical spaces throughout the city.
The Terre Haute CVB recognized that the people who live here are some of our most important ambassadors. When residents feel proud of their community, they are more likely to share that pride with visitors, friends, and family.
That idea has resonated.
Businesses and organizations began adopting the Terredise language. Residents created and shared their own content.
A Terredise billboard became a popular photo opportunity. And during the Light Your Way Christmas Parade, more than 20,000 spectators were introduced to the playful, positive identity.
That same work is evident in the way Terre Haute continues to build on its identity as “Cross Country Town USA.” The LaVern Gibson Championship Cross Country Course has established Terre Haute as a national destination for the sport, and this November, the community will welcome the NCAA Division I Cross Country Championships for the 14th time.
But perhaps what makes the CVB especially deserving of this award is that its commitment to building community doesn't stop at the Vigo County line.
Karen Dyer and her team have made regional collaboration a priority, working with communities throughout West Central Indiana to identify opportunities to connect destinations, attractions, and experiences, encouraging visitors to explore all that West Central Indiana has to offer.
The Terre Haute CVB has shown that tourism isn't simply about bringing people into our community. It is about creating pride among the people who already live here, strengthening partnerships among our communities, and building a story that we can all share.
And the clearest measure of its success is this: Terre Haute residents are increasingly willing to recommend their community to others, with the resident Net Promoter Score improving significantly from 2024 to 2025.
The Terre Haute Convention & Visitors Bureau is helping us not only invite people to Terre Haute, but believe in Terre Haute.
We congratulate Karen Dyer and the entire CVB team for their commitment to community pride, regional collaboration and making Terre Haute a better place to live and visit.