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Because that was the approach the Indianapolis Museum of Art (and presumably the PR firm that advises it) opted for in announcing the elimination of free general admission, a practice in place from 1941 to 2005 and 2007-present (according to this article in the Indianapolis Business Journal.
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Following in the footsteps of Gen Con, the NCAA—which is hosting the Final Four in Indianapolis next month—has spoken out about a controversial Indiana state law that could allow businesses to deny services to the LGBT community on religious freedom grounds. We run major marketing events and conferences there.
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