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VISITORS SERVICES Technology has changed the ways in which visitors receive and utilize travel information. Through e our !know u we that 90% of visitors self -book their trips via tale Internet. Wh regional Tourism bureaile the Chat ilFtcr�tnines iiQ�v niacin time, and tineretbre money they will spend in town. it is those one -on -one interactions that take place at the counter that remain the key to increasing revenues: The conversations, the experience, the educational teasers, brochures and written materials which determine whether visitors see the Battle Green and 1- leave, spend an hour, all day, or even stay for an overnight or two. Some visits are plarsled, but many are on the spot decisions, and'a direct result of the Visitors Center staff and Our Liberty Ride and Battle Green Guide guidance. The importance of these personal connections, and the space and tools to do so has been a focus of our tourism efforts. For the past six years in late April, the Tourism Committee has provided training for all those who interact with visitors. At those annual sessions, a packet of information is provided to the guides that include new and existing programs brochures for all attractions, the National Park Service Magazine, calendar details for Revolutionary Revelry and how to access other event information direct phone numbers, and hours /dates of operation for all Lexington/Concord sites. A representative of each organization speaks about what they are hoping to emphasize for the season. New and returning guides are given an Ambassador Pass as they are required to visit each site so they are experts on all Lexington has to offer. A theme is discussed by a speaker that reminds people of what world -class service means. Themes such as the L�islley way, /flat a Snlile means, Gracie's Way and others have improved visitors +, a t., th i f ocused t gu es o ve r e til�y t hneetings fcused on actual toll_ id however, o e� the years we have services. Ini broadened it to include hotel front desk staff, police officers, the parking lot attendants, and others. They t too ilflucric e lio n' a guest feels about. them Lexington visit. Word -of -mouth continues to be a strong reason why people chose where to visit. it is therefore important that our visitors services are state of the art. The internet has multiplied the effect of the experience. If a onnrl P� °nariPnr tl,afi « ;ill he U4;Qi; . 11Qi: °e 'er n:'5010 V uvtttittLift� vfa �i c� ta15 G 1111JL4C V1SOr and lsOQg e 17 - Places, and Yahoo travel are magnified and take tremendous efforts to undo. We need to make sure that the things we can control, such as the condition of the physical building a-rid the services we offer, reflect file excellence that Lexington values aQ that file reop!e coming wi11 walnt to taro tall advantage of afl ,d have to offer. Who uses the Center has also evolved. Residents come to find out where to eat, shop, or entertain their family and friends. Businesses bring clients and potential employees to the Center to impress them with our history. They also receive assistance in determining whether to locate or grow in Lexington. A growing number of tourists are coming with the intent of spending time at our attractions. hllprovements in transportation options have encouraged visitors from firrther away to travel to Lexington. Today's visitors come from around the country and the world. Our displays need to respond with translated exhibits, and technology to deliver visitor information in multiple languages. The international appeal is in part fueled by the events of September 11, 2001 which renewed a sense of patriotism and appreciation of freedom and democracy. Europe sends a large number of visitors due to the connections of England and France to the American Revolution. Marketing op porhlnities for Massac�,tt��rts lnctttde Japan arch China. Recently opened direct bights from Boston to Tokyo have fueled market growth from Japanese tourists. China has a well-educated, strong upper middle -class population. Due to years of government control of one baby per couple, generations of family wealth is now in the hands of a single couple. The Chinese have money to spend and they choose to do so increasingly in Massachusetts. mow. �� May '7, 2013 �; 7