2013-03-18 BOS Packet - Released

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EXECUTIVE SUMMARY Lexington is known throughout the United States and internationally as a world-class tourism destination offering a unique and seamless range of services for tourists and residents alike. Visitors are encouraged to Linger in Lexington, thereby generating revenues for the town, attractions and businesses. Vision of the Tourism Committee Lexington is in every history book written. Visitors from across the country and around the world learn about the Birthplace of American Liberty 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 in 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 project was deferred last year for additional planning. In the last two years, invaluable and constructive feedback has been solicited from tourists, citizens, committees, local businesses, regional and State tourism partners, the Boards of the Chamber of Commerce and the Historical Society, as well as from Town staff. These conversations were instrumental in revising this Programmatic Report. The objective of the Visitors Center project is to maximize the economic development potential that tourism rd represents for Lexington. The tourism industry is the 3 largest employer in Massachusetts and among the largest employers in Lexington, supporting some 500 jobs as a direct result of tourism spending. Together with th most visited destination statewide. This project is not solely about fixing a building Concord we are the 4 that has outlived its useful life; it is also about providing opportunities to generate revenue through sources 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 want to take full advantage of the economic potential of tourism in Lexington? In FY2011 & FY2012 hotel/meals tax totaled just over $2 million of which $630k represented new growth. That means that 31% of revenues in this category are new to Lexington in the last two years. Imagine what we could accomplish with the right tools. The State understands these economics and has been investing domestically to market 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 st 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 make the best first impression. Whether it is cultural tourists from local communities or traditionally defined tourists travelling 50 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 (1976), documented evidence demonstrates that over 100,000 people visit this building annually. Minuteman National Park received over one million visitors according to the National Park Service’s data collection systems. This combined with our anecdotal evidence affirms that Lexington’s visitation numbers are significantly higher than documented. March 17, 2013 - 3 -