Taking the wheel on the IMS Speedway Museum makeover

DE PERE – De Pere’s Balance Studios played a key role in reimagining the Indianapolis Motor Speedway (IMS) Museum, which, with over 60 years of history, celebrates one of the world’s most notable races: the Indy 500.

A 17-month renovation gave the museum not only a fresh look but a completely new and immersive way for visitors to experience the history of the Indy 500, featuring cutting-edge, interactive exhibits designed by Balance Studios.

Founded in 2001 by husband and wife Tina and Darren Lutz, Balance Studios is a leader in what they call “edu-tainment” – digital media that both educates and entertains.

“We’ve got this technology now, but we don’t want to overuse it,” Tina explained. “So how do we seamlessly put it into institutions in a way that engages people, but also teaches and entertains them at the same time?”

Museums became a natural fit for this mission, though they have also worked in a university setting and with companies like Paramount Pictures and ESPN.

Balance Studios wasn’t on the initial shortlist for the IMS project — but that didn’t stop them.

“In the museum world, they send out Requests for Proposals (RFPs) to certain companies they feel could accomplish it. But we did not get the invitation,” said Lutz. “They had pigeonholed us as just an augmented reality company, when that is only one part of what we do. Our VP of client relations got them to pull the whole committee back together to let us pitch late.”

This process started in February of 2024, just months after the loss of Lutz’s husband and partner Darren in late November.

“We’re this little company – I like to say we’re small but mighty, but we’re kind of hidden in Green Bay,” she said. “And after losing my husband and partner, your confidence gets shaken. You start questioning what you can and can’t do. But I had so many reflective moments with my team, and we said, ‘There’s no way we don’t at least give it a shot.’ Fear has never stopped us before, and that’s why we’ve remained after all these years.”

This pushed Balance Studios to make their pitch, and Lutz said that ultimately being picked for the project was “insurmountably, amazingly life-changing,” and came at the perfect time for the company — right when they needed a boost to keep going.

Partnered with Boston Productions Inc and Geomedia, Balance Studios created all media in the IMS museum, including 23 interactive experiences and over 60 films.

“The media means anything that you see on the screens or hear going through the museum,” said Lutz. “I am so proud of my team. They came up with things that I sit back now and it’s genius to me… There’s a really cool one — it’s augmented reality — where they actually take an Indy car, cut it apart and put it on a wall. Our application lets you dissect it virtually.”

Though they were under a time crunch, Balance Studios managed to create world-class exhibits that inspire and captivate audiences, and Lutz says the experience has humbled her and filled her with pride.
“My husband and I did this together. All of the things we created are here through the pride and legacy that we’re trying to maintain.

Even in a circumstance that should topple a company, it forges ahead to make us a little bit stronger,” said Lutz. “It gave us confidence to know we’ve kept alive what he always called a small, mighty company — against all odds. That’s how I feel about having the honor of creating this museum that will live on for generations to come.”

For more information, visit www.balancestudios.com/default.aspx.