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EXECUTIVE SUMMARY Lexington is 1cnOl1'11 tt21'O?lg17011t ti ?e U11ited 5'tc&,y cwd internatiomadl% c7S C, i1%Oi "1Ci CIcSS toil,jS117 �tt�rfita iron t, n� riaa lr it ,.,n ;, - -.,, .., r., „:7 .... J..,. 1.,. � - -- :`i = :: � -: --;::7..;. .;: o; iiiric S ;'Cr:se vj ,cf viiJc3 Iur loziii.�ts anti rem(IC171S alike. Eisitors 47re encourciged to Linger in Lexington, thereby generciting reVeMleS for the toull, attractions and businesses. Vision of the Tourism Committee Lexington is in every histon book written. Visitors from across the country and around the world learn, about the Birthplace of American Libertv and want to see it firsthand. Should we allow them to come, view 'the Battle Green and leave or should we inspire them to Linger ul Lexington and spend their money here? We need to give visitors more reasons to stay and that is why it imperative for us to begin the process of redesigning the Visitors Center which plays a critical role in fulfilling our economic mission. This Programmatic Needs Assessment was originally written on January 20, 2012. The pr ect was deferred last year for additional planning. Ili the last two years, invaluable and conistructive feedback has been solicited from tourists, citizens, committees, local businesses, regional and State tourism partners, the Boards of the Cllaluber of Commerce alid thie ihtstoricah Sor_:ieiy', as ?yell as from Town staff. These ConversationS were instrumental in revising this Programmatic Report. The o}1iec6,, of VjSjtors renter pr-Ject is t0 ma:urin -ze ihnC eC0- 101nle leevCiOpnieiit potential (flat t011iISln represents for Lexington. The tourism industry is the P largest emplover 111 MaSSaC1111SettS and anlOnlo t_1_i_P hargeSt e- uph0`verS iii Lexiii to1i, Slt rJ0 -1�lin - v p g some 500;obs as a direct result of tourism spending. Together with Concord we are the 4th most visited destination statewide. This protect is -lot so about fi'Clllf a bliildin that ties OUtll 1tS C- Sef1 -1 i-fc; ii is also about provichng OpporllmlleS CO generate revenue through S011i'CeS other than our taxpayers. It is the equivalent of rezoning a parcel of land to enable the development of projects that generate greater tax revenue. DO we ,valet to take full ),-I wm a ll of the arnprentrr r�ntArt ±s,�l ^ f+__;_ T � � __�) T rIrn r - ""-' �� -Ciii nit ia,.niii hi r 1 20 ei P I�LI,f 12 flotelhucals tax totaled just Over $2 million of which $6310, represented ne'vv grOwcti. v Thidt inea -lS that 31 �� Of revenues in this category are lie t to Lexington in the last two years. Imagine Nvhat we cotild accomplish with the rig lit tools. The State understands these economics and u has been inve + - j _ , o wu u,v�..otuV ut_nn�i !r) inarl.ei Massachusetts. Furthermore, the Massachusetts Office of Travel and Tourism (MOTT) is a founding partner in Brand USA, which is the federal government's first ever coordinated global marketing initiative to attract foreign visitors. A modern Visitors Center designed to service the global 21” century travel market, is vital to generating additional revenue thereby providing tax relief to our residents and businesses. We want the Visitors Center to male the best first impression. Whether it is cultural tourists from local colnnimlities or traditionally defined tourists travelling 3 miles or more, potential residents, family or friends visiting Lexington, or someone biking or walking on the commuter bikeway, the Visitors Center must be designed to meet the needs of these diverse users. The design must also recognize the important role the Chamber of Commerce plays in attracting and retaining businesses. The Visitors Center is often the first stop for prospective new employees; entrepreneurs seeking to open new businesses; large corporation considering a move to Lexington; and developers deciding whether to build or buy here. Enter the Visitors Center and ask yourself: Does the quality of that experience represent the excellence for which we strive'? We only get one chance to make a first impression: Can we afford to wait? Originally built in anticipation of the nation's bicentennial (1975), documented evidence demonstrates that over 100,000 people visit this building annually. Miniiternan Natioaah Park received over one million visitors according to the National Park Service's data collection systems. This combined with our anecdotal evidcnce affirms that Lexington's visitation numbers are significantly higher than documented. Mav 7.2013 _4_