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Town of Lexington
Tourism Committee
Dawn McKenna, Chair (781) 862-0500 ext 84585
Tourism Committee Minutes
September 3, 2020 3:30—6:00 pm
Virtual via Zoom
Members Present: Dawn McKenna, Marsha Baker, Kerry Brandin, Wim Nijenberg, Bebe Fallick, Erica
McAvoy
Staff Present: Casey Hagerty, Sandhya Iyer, Katie Johnson
Liaisons Present: Fred Johnson, Center Committee
Members Absent: Trisha Kennealy, Jon Himmel, Margaret Coppe
Staff Report
a) Opening and tours updates
Casey reported that The Visitors Center has seen 1715 visitors in August and did approximately $2,800 in retail
sales. The Battle Green Tours continue to be a popular option. 133 tour tickets were sold in August.
The Liberty Ride will not run this season because of COVID-19.
b) LHS initiative
Casey Hagerty reported that the Economic Development Office has been working with two Lexington High
School students who have set up a promotional shopping program in Lexington called Step Up For
Lexington. The program encourages people to shop at local shops and receive a stamp for each purchase
they make at a participating business. Once a shopper receives ten stamps, they are eligible for a weekly
drawing with prizes donated from local businesses. The Economic Development Office is helping to
promote and market the program.
Tourism goals implementation 45 minutes
e) FY2020 Goal End-End Review
The Committee discussed the progress made on last year's goals and began to discuss their goals for FFY2021.
At the next meeting, they will finalize and vote on their FY2021 goals memo to send to the Select Board.
d) Public Art Project: "Go Out Doors"
Steve Poltorzycki, the Co-Chair for Lexington Council for the Arts, explained to the committee that he and the
rest of the Lexington Council for the arts are working on an outdoor art exhibition. The concept of the project is
1625 MASSACHUSETTS AVENUE•LEXINGTON,MASSACHUSETTS 02420
that local artists will decorate recycle doors and they will be displayed in prominent outdoor locations in
Lexington. They are exploring locations near the Visitors Center and along the bike path.
The Tourism Committee explained that they were supportive of this idea. They would like to be involved in the
promotion of project.
Town Report
The Committee reviewed the draft of this year's Annual Report. The Committee had some small corrections to
make. Each member of the committee will take an individual picture at their favorite spot in the new Visitors
Center and it will be made into a collage to submit as this year's picture.
A motion was made and seconded to approve the submission of the Annual Report with non-sustentative edits to
be made. The motion was approved by roll call vote (5-0).
Updates and Miscellaneous
e) Battle Green Master Plan at October meeting
Ms. McKenna explained that the Battle Green Master Plan has moved onto the next phase. Dave
Pinsonneault will attend the October meeting and provide a more detailed update.
f) Center Streetscape signage
Ms. McKenna explained the Engineering Department is curious about the sign designs in the Center. Ms.
McKenna will meet with the Engineering Department to review the signs.
Visitors Center
In order to mark the occasion of the Visitors Center opening without an ability to have a formal grand opening
due to the continuing coronavirus pandemic, the Committee discussed moving forward with a small ribbon
cutting at the Visitors Center to be held outdoors in a similar fashion as had been held at the track. Mrs.
McKenna will work with Town Staff to confirm the details. Mrs. McKenna reported on the pending items
including that the lower level mural had been fabricated and installed, short-term parking and turnaround, and
fundraising issues.
Marketing Plan Implementation during pandemic
Ms. Hagerty explained that staff has been discussing undergoing a rebranding campaign as the first step of the
implementation of the marketing plan. Once the rebranding is completed, new marketing materials can be
created.
Other unforeseen items that must be addressed prior to next meeting
Ms. McKenna indicated that all members of the Committee are up for reappointment as of September 30th. If
members are interested in being reappointed, they should reach out to her directly.
Ms. McKenna explained that the Select Board is forming a committee to look into the reuse of the Stone
Building. She mentioned that in the past, the Tourism Committee was supportive of returning the building to its
previous use of a lyceum. Those interested in joining the Committee should reach out to the Select Board.
Adjourned at approximately 5:57p.m.
Documents available:Tourism Committee Agenda,Go Outdoors Lexington Summary,BOS Tourism Goal Setting Memo FY2020,
BOS Tourism Goal Setting Memo FY2021,Annual Report Tourism 2018-2019,DRAFT Annual Report Tourism FY2020,Town of
Lexington Application for Board or Committee Membership
Approved: 12/3/2020