500 Festival Associates, Inc. Nonprofit organization in charge of pre-race festivities for the Indianapolis 500. Events include the Mini-Marathon, 500 Festival Memorial Parade, and many others. Indianapolis 500 Festival Promotional Items These pieces were designed to accomplish two goals through the use of one central theme: "The American West." The theme transports residents back into an era that was portrayed throughout the month-long festivities and also showcases the opening of the Eiteljorg Museum of American Indian and Western Art in downtown Indianapolis. Original paintings, sculpture and artifacts from the museum were incorporated into visual imagery promoting the numerous Indy 500 events.