Newfields isn't just a museum—it's a 152-acre cultural campus that's quietly building a digital fortress in the Midwest. With 99,262 monthly visits and a $35M revenue machine, this Indianapolis institution is outmaneuvering pure-play digital competitors by turning physical space into sticky online experiences.

"They're not competing with museums—they're competing with Netflix for attention."

Their tech stack tells a revealing story. They're using Tailwind CSS, Bootstrap, Ant Design, and Material UI—essentially every major framework. This isn't sophistication; it's technical debt accumulation. For a $35M organization, this fragmented stack suggests either a lack of technical leadership or a team that's grown through acquisition rather than design. The opportunity cost is real: every framework choice is a maintenance tax.

• Winterlights is their product-market fit: 770+ monthly searches for a seasonal event
• Organic search (57%) proves content marketing works for cultural institutions
• 273 employees on $35M revenue = $128K revenue per employee—efficient for a museum
• Direct traffic (35%) shows strong brand recall in Indianapolis