Finding the Stories That Make a City: Indianapolis, Hidden Gems and History with Ashley Petry

Indianapolis has secrets hiding in plain sight, and some of them involve thousands of hungry squirrels. Host Angela Tuell sits down with Indianapolis writer, editor and author Ashley Petry to unpack how she turns local history, culture, and curiosity into stories that make people see the Circle City with fresh eyes.

Ashley shares how a lifelong love of writing and a deep background in travel writing led her back home, where she realized Indianapolis needed smarter, more vivid guides. We talk about the “hedgehog concept” and why choosing a niche can be the difference between scattered freelance work and a focused body of work. Along the way, Ashley explains how she finds the gems: reading the dusty history books until something weird and wonderful jumps off the page, then pairing that research with present-day listening, from neighborhood buzz to trusted PR relationships.

We also dig into her books, including 100 Things to Do in Indianapolis Before You Die, Secret Indianapolis and her new release, Remarkable Women of Indianapolis. Ashley tells us why the absence of a women’s history book pushed her to write one, and highlights the kind of overlooked impact story that stuck with her, like educator Eliza Blaker’s network of free kindergartens. For PR pros and communications folks, Ashley gives direct, practical advice on what makes a pitch stand out, what mistakes to avoid with media databases, and why a two-way relationship matters more than volume.

If you love Indianapolis travel, Midwest culture, local history or better PR pitching, you’ll leave with story ideas, weekend recommendations and a new reason to pay attention to what’s happening locally. Subscribe, share this with a friend and leave a review so more listeners can find us.

Meet Ashley at her upcoming Indianapolis book signing at the Propylaeum on July 9 (registration required): https://secure.qgiv.com/for/propylaeumhistoricfoundation/event/2026pagesatheprop/

Ashley website: http://www.ashleypetry.com/ 

Twitter/X: @ashleypetry

Instagram: @ashleypetry

TikTok: @ashley.petry

Remarkable Women of Indianapolis 

100 Things to Do in Indianapolis Before You Die 

Secret Indianapolis

Indianapolis: An Illustrated Timeline

Check out Ashley's alphabet card collection

Transcript

Welcome To Media In Minutes

Angela 0:05

Welcome to Media in Minutes. This is your host, Angela Tuell. This podcast features in-depth interviews with those who report on the world around us. They share everything from their favorite stories to what happened behind the lens and give us a glimpse into their world. From our studio here at Communications Redefined, this is Media in Minutes. Today we're talking with Ashley Petry, an Indianapolis writer, editor, and author whose work shines a spotlight on the people, places, history, food, and culture that make Indianapolis, also known as the Circle City, a special place. Ashley is the author of Remarkable Women of Indianapolis, as well as A hundred Things to Do in Indianapolis Before You Die, Secret Indianapolis, and Indianapolis An Illustrated Timeline. A longtime storyteller with deep Indianapolis roots, Ashley has written for outlets including Midwest Living and Cunning Us Traveler, and has built a career exploring travel, food, drink, arts, and local history through a distinctly Indianapolis lens. Hello, Ashley. I'm so glad you're here.

Ashley 1:12

Oh, thank you for having me. I appreciate it.

Angela 1:14

Yes.

How Ashley Became A Writer

Angela 1:15

You know, you've spent much of your career writing about Indianapolis and the Midwest. Did you always know writing and journalism was the path for you?

Ashley 1:24

Yes, always. Um, I grew up admiring fictional characters who were writers, uh, like Anna Green Gables and Joe and Little Women. And I was always writing something, a little short story or a really terrible poem. Um, so there's there's really never been a time in my life when I didn't think of myself as a writer.

Angela 1:43

Wow, that's incredible. And that you've been able to do it for your entire career so far. Yeah, I think so too. What first drew you to the travel culture, you know, local storytelling?

Ashley 1:56

Sure. Uh traveling has been just a hugely important part of my life. I've been to 45 countries.

Angela 2:02

Wow.

Ashley 2:02

Um, and I'm later this summer I'm going to Kenya and Tanzania. So uh I yeah, so I read a lot of travel guides, uh, but there wasn't a great one available for Indianapolis. Um and that was something I wanted to fix. So that became my first book.

Angela 2:18

Okay. And are you from Indianapolis?

Ashley 2:21

I am, yes.

Angela 2:22

Okay, so you grew up here too. Um you managed to build your career around writing about a place that you know deeply. Was there a moment when you realized Indianapolis itself had become your niche?

Ashley 2:36

Sure. I

Finding A Niche In Indianapolis

Ashley 2:37

think a lot about um it's called the hedgehog concept. It's this idea from the book Good to Great. And it talks about the overlap between your passions and what you can do better than anyone else. Um and while I was doing freelance travel writing, I was pitching these other cities and realized that travel writers in those cities could probably do it better than I could. Uh, but I could write about Indianapolis better than anyone else could. Uh, and so I really started to home in on the Midwest and on Indianapolis specifically.

Angela 3:05

Okay. So what makes this story catch your attention?

Ashley 3:09

Um, anything unusual, unexpected. Um, I read a lot of the big old dusty histories of the city, and you know, those are somewhat dry. But then all of a sudden, all of a sudden, there's a few paragraphs about, you know, the first exorcism in Indianapolis or something like that. So uh though that's what really catches my attention. That's a true story, by the way. It was a fake exorcism. Uh the minister was also the local doctor, and he didn't believe in exorcisms, uh, but he put on a big show because the family thought their sick child had been cursed by a witch. So wow.

Angela 3:42

Was this in the 1800s or was it more recent?

Ashley 3:45

It was it was in the 1800s, yes, 1820s, 1830s.

Angela 3:48

Wow, that's that is fascinating. You know what? So how do you find you said the big the hit the old history books?

Digging Up Overlooked Local Stories

Angela 3:55

How else do you uncover these stories that many locals have overlooked?

Ashley 4:01

Um, well, for the historical things, it's definitely being waiting to or being willing to wade through the boring stuff to get to the stories about the exorcisms. Um, but for my guidebooks, I just try to listen to what's going on around me, like what people are talking about at parties, what local influencers are talking about. Uh, and of course, I've gotten a lot of great tips from PR professionals over the years, uh, like the folks that visit India as well.

Angela 4:24

Yes, they are a great resource. What's one Indianapolis story or you know, hidden place that still fascinates you?

Ashley 4:31

Sure. Uh one of my favorite stories is to tell about Indianapolis is the great squirrel invasion of 1822. So, yes. Keep in mind Indianapolis was founded in 1821. So this happened just the second year of the city's uh existence. But for whatever reason, the squirrels were very hungry and they raided the town, thousands upon thousands upon thousands of them. And they ate all the crops in the field, they sneaked into people's houses to eat their food. There were just squirrels everywhere, and this went on for days. Um, so I'm sure it was a huge nuisance at the time, but it's one of my favorite stories to tell now.

Angela 5:06

Yes, it doesn't sound like very much fun if you think about it. What about

A 48 Hour Indianapolis Game Plan

Angela 5:11

if someone had, you know, 48 hours in Indianapolis and wanted the real city experience? Where would you send them?

Ashley 5:18

Well, it depends on their interests. Um anyone with kids, of course, they send straight to the children's museum. Uh, I think those of us who live here take it for granted, but it's actually the largest children's museum in the world. Uh, and it's really an incredible place. Um, and of course, I would have to mention uh the Speedway, the museum at the Speedway, which recently got a big overhaul and is way more interactive than it used to be. Yeah. Um, but I think really the city is at its best on First Fridays, and I'll send people to places like the Factory Arts District and the Tube and that sort of thing. And that's where I think Indianapolis really shines.

Angela 5:53

Yeah, I've been really impressed, you know, living here of how much it's grown in the culture and arts and and all of those areas to be a world-class city, you know. Definitely. Because one of the things I was going to ask you is what you people what you think people outside of Indiana consistently misunderstand about Indianapolis.

Ashley 6:13

I think people just don't realize what's happening here. You know, it has it still has that connotation of Indiana no place. Um, and I think that's especially true in terms of our culinary scene. I don't think uh, you know, we have such a diverse culinary scene now, and people still think it's just a bunch of chain steakhouses. And that's something I uh something I would like to correct in people's minds.

Angela 6:34

Yes, absolutely. There are a lot of chain steakhouses, but that is not all it is for sure.

Ashley 6:40

Right.

Turning Journalism Into Guidebooks

Angela 6:41

I would love to talk a little bit about your books. You know, you've written several books about Indianapolis. How did that evolve from your journalism work?

Ashley 6:50

So my first book came out in 2015, and that was 100 Things to Do in Indianapolis Before You Die, uh, which is essentially a guidebook. Um, and that came about because the publisher of that guidebook has that same series in other cities, and they were looking for someone to write the Indianapolis version. And because I had uh a strong background in writing about the city for newspapers and magazines and things like that, they actually approached me about writing the book. Uh, and so that became my first book. And I was thrilled to be able to do that.

Angela 7:19

Yeah, how was it? I mean, you know, writing your first book, what were you surprised with?

Ashley 7:24

I well, I was surprised to be offered the chance to write a first book rather than having to, you know, pitch and request something like that. Uh just landed in my email one day. Um, but then I stayed with that publisher for 10 years and wrote lots more books. And so uh it ended up being a really wonderful relationship.

Angela 7:43

That's great. And you have one that's just coming out, The Remarkable Women of Indianapolis. Tell us more about that.

Remarkable Women And Hidden History

Ashley 7:50

Yeah, it just came out this week, actually. Uh it's uh from the history press. So back in around 2020, 2021, I was working on a book called Indianapolis and Illustrated Timeline, which is a history of the cities told in uh told in a timeline format. Okay. Um, and I wanted that book to be uh to highlight a really diverse group of people um and historical figures. So I actually went looking for a book about the history of women in Indianapolis. Um, and it didn't exist. And that didn't that just didn't feel right to me. So I decided I needed to give those women the attention they deserved.

Angela 8:28

Yeah. Is there a woman you researched whose story completely surprised you?

Ashley 8:34

Sure. Um I think a lot of people are familiar with women like Madame C.J. Walker and May Wright Sewell and Madge Oberholzer, and those women are all, of course, included in the book. Um, but one woman I hadn't heard about before was Eliza Blaker. Um, she was a kindergarten teacher, and in the 1880s, she established a network of free kindergartens all across the city in disadvantaged neighborhoods. Uh, and that kindergarten network served tens of thousands of children for decades, all the way up until the time the local schools started offering kindergarten on their own. So she made a huge difference to so many children, and I had never heard of her.

Angela 9:12

Wow, that's fascinating. We will definitely have to get the book. Um the books, which was the most fun to write and why?

Ashley 9:21

I think uh the Hundred Things guidebooks are probably the most fun to write. Um the third edition of that came out last fall, so it was freshly updated. Um, and the research for that was just a lot of fun. I uh revisited some of the city's best restaurants, I did a speakeasy crawl with a friend. Um I went on an overnight ghost hunt. I kayaked on the White River to check out a new paddle sports company. So uh it really got me out of the house, which is a big deal for a writer who works from home.

Angela 9:51

Yes, that's true. And it's great to be a tourist in your own town sometimes when you do things that you discover. We like to go so far away and do amazing things, and you're like, there's there's things right here in our own town.

Ashley 10:06

Absolutely. And you take them for granted because you could always just go do them, but then you never actually do.

Angela 10:10

Right. So did

Immigration Waves That Shaped Indy

Angela 10:12

researching Indianapolis history change the way you see the city?

Ashley 10:17

Yeah, definitely. Um, I think knowing the city better, I have a much deeper understanding of it as a city of immigrants. Um, whether that's people from Ireland and Germany in the 1800s or African Americans during the Great Migration from the South, um, or of course the Burmese refugees that we have today. Um, everyone who lives here came from somewhere else. And um those waves of immigration have really shaped the city in interesting ways.

Angela 10:43

That's fascinating. I'm sure we could talk about that for a long time as well.

Ashley 10:46

Definitely.

Angela 10:47

Um, are you doing any kind of book about Indian?

Ashley 10:51

Not at the moment.

Angela 10:53

Okay, it might it might make a really good one.

Ashley 10:56

Well, well, it might be somewhere in the future.

Angela 10:59

Looking at um, you know, a little bit past Indianapolis, are there any Midwest destinations you think deserve more attention?

Ashley 11:07

Um, I know I'm probably supposed to say Indianapolis here, but I I actually want to point to a place called Spring Green, Wisconsin. Um, the the American Players Theater is based there, and it just won um a Regional Tony Award for Best Regional Theater, and they do just incredible work there. Um, and also Frank Lloyd Wright spent some time in that area, so you can go up there and tour his home and his studio there. Um, and it's just this little tiny farming town, but it has incredible cultural assets, and so I really love to spend time up there.

Angela 11:39

How neat. We will have to add that to the uh Midwest list.

Ashley 11:42

Definitely.

Angela 11:43

You

Freelancing Reality And Staying Afloat

Angela 11:44

you know, we mentioned a little bit that you've freelanced for nearly two decades. What has helped you, you know, sustain a career in freelancing? Because it's not easy.

Ashley 11:54

It's not easy, and if I'm gonna be perfectly honest, it helps to be married to someone who has health insurance.

Angela 11:59

Yes, so I agree.

Ashley 12:02

Uh and someone who has a consistent income.

Angela 12:05

Yes.

Ashley 12:06

Yes, exactly. So that's one of the big reasons.

Angela 12:10

Yes, that is a great one. What are you the most proud of in your career so far?

Ashley 12:15

I think I'm the most proud of the new book, The Remarkable Women of Indianapolis, just because um it gives a voice to a group of women who have so often been overlooked. And I'm just I'm really honored to be able to share their stories.

Angela 12:28

So,

PR Pitches That Actually Work

Angela 12:29

since um many of our listeners are in PR, what makes a pitch, and you and you mentioned them as well, stand out to you? And what type of stories are you most looking for from PR?

Ashley 12:41

Sure. Um, the PR professionals who have been most helpful to me over the years are the ones who actually take the time to build a two-way working relationship with me. You know, they're not just sending me random pitches, they're checking in periodically with me to see what kinds of pitches I need at that time because I'm working on different projects and it varies. Um and those are the those are the people I go back to when I'm working on a new project because I know they're able to help me with what I need. So I think those working relationships are really important.

Angela 13:11

Yeah, it really is all about relationships, isn't it? And I know you worked in PR as well. So you have both sides of knowing what a PR person, their challenges, and and a journalist.

Ashley 13:24

And I have the greatest sympathy for PR people. I appreciate them very much.

Angela 13:29

Yes, it did outright the other way around. Are there common mistakes you see then in, I guess aside from the opposite of what you said, but in pitching?

Ashley 13:40

Um, I would say probably uh I get a lot of pitches that are just totally unrelated to my work because my name popped up on some media database. Um, for example, in some media database it says that I review books uh and I don't. So I get all kinds of pitches for book reviews. Um so I think the biggest mistake is failing to is is relying too heavily on those databases and not confirming or checking to see what people are actually working on. Sure.

Angela 14:10

Yes,

Catacombs Hype And Managing Expectations

Angela 14:11

completely. Um, what about a weird or obscure story you've covered that people still ask you about? I'm sure there's a bunch.

Ashley 14:22

There are. Um people ask me all the time about the catacombs under City Market. Oh, yeah. Um I covered those in the book Secret Indianapolis. Um, and every time people find out that I write about Indianapolis, they want to ask me about the catacombs. I think uh Indiana Landmarks has done an amazing job of positioning that as a secret destination, uh, so much so that absolutely everybody knows about it.

Angela 14:48

So what do you say about them?

Ashley 14:50

I say that uh you have to manage your expectations. It's not like the catacombs of Paris, you know, there's no skeletons or things like that. Uh, but it is a really interesting space with a lot of really interesting history.

Angela 15:02

Yes, that's a great way of describing it. What about what's next for you? You know, what are you currently working on? Um, any upcoming writing projects, books, areas you're excited to explore?

Ashley 15:14

Well, I'm deciding between a couple of different projects at the moment, but they're all in the realm of Indianapolis history and culture. Um, and eventually, too, I'd like to look more closely at some of the women covered in the new book.

Angela 15:27

What outlets are you currently freelancing for, too?

Ashley 15:31

Uh, to be honest, I'm just focusing on the books right now.

Angela 15:34

Oh, okay. All right. Not that that's not enough, right?

Ashley 15:38

Yeah.

What’s Next And A Surprising Collection

Angela 15:39

Before we go, I must ask what is something that those who do not know you well would be surprised to learn about you?

Ashley 15:48

So I actually have a huge collection of alphabet flashcards. I have more than 200 sets. Um, and one, yeah, one card from each of those sets is currently on display in my living room. And then every six months or so we swap them out for different cards from each set. Uh, my husband is a very good sportive at it.

Angela 16:07

So, where did that come about?

Ashley 16:10

I found some antique ones um on eBay actually one time, and I just thought they were beautiful and I love them, and then it just exploded from there.

Angela 16:18

That is amazing. Are you able to share a photo with us that we could include in our show notes? Yes, I definitely can. Okay.

Ashley 16:27

I can show you my living room.

Angela 16:29

We will do that. Thank you so much. How

Where To Find Ashley’s Work

Angela 16:32

can our listeners follow your work or find your books online?

Ashley 16:35

Sure. So uh my socials and my website are probably the best places to follow what I'm working on. Um, the books are available at Amazon, Barnes Noble, um, all the usual places. So, but if you would want a signed book, you can find a list of um upcoming signing events on my website.

Angela 16:51

Oh, wonderful. We will post uh links to that as well. Thank you. Thank you so much, Ashley.

Ashley 16:58

My pleasure.

Angela 16:59

That's all for this episode of Media and Minutes, a podcast by Communications Redefined. Please take a moment to rate, review, and subscribe to our show. We'd love to hear what you think. You can find more at Communications Redefined.comslash podcast. I'm your host, Angela Tool. Talk to you next time.