2021-12-16-TOUR2-min - Laserfiche WebLink

Browse Search

and offered to work with Sandhya to help the Town receive a favorable result. Dawn also mentioned the marketing aspect of the graphics and style of vehicle and all of that was specified in the RFP. Sandhya mentioned some of the marketing efforts the staff has been working on including producing a tourism newsletter, drafting a Request for Information (RFI) for a new website, and working on applying for a $10k grant through the Mass Office of Travel & Tourism (MOTT) to help with ad designs. Funds from the existing marketing budget were used for an advertisement on WGBH TV that produced positive documented results and there is a plan to re-run the advertisement. Kerry asked for clarification on the October numbers. Dawn commented that it was an impressive number that is attributable to the new Visitors Center and ribbon cutting attracting people and the excellent job Katie is doing offering a variety of themed merchandise. Sandhya and her team were thanked for the good job they were doing. 3) Minutes Due to confusion on the minutes to be approved, it was decided to bring them back at the January meeting for approval. Sandhya asked that the Tourism Committee be responsible for minutes going forward. Dawn pointed out that part of the job description for the Economic Development Coordinator is to provide support to the Tourism Committee and to specifically take minutes of the meetings. 4) Cultural District Application Margaret Coppe reported on the progress towards Lexington applying to have a Cultural District. The Town Manager has agreed that the Sandhya and the Economic Development office will provide the support necessary and funding has been made available for things like printing. The Mass Cultural Council has invited the Town into the application process and Sandhya has provided the Letter of Intent. A list of 46 assets in the proposed district has been drafted, as well as a proposed management structure. The proposed district is from Hastings Park along Massachusetts Avenue to Pleasant Street. The Tourism Committee is asked to review the asset list and let Margaret know if there are other assets that might be added. The required public meeting was held and as part of the process there was a table at Discovery Day and a widely advertised zoom meeting. Next step is to present the opportunity to the Select Board and ask them for a formal vote to support the application. 5) Lex250 Bebe Fallick updated the Committee planning for the 250th. There has been a great deal of brainstorming amongst the Committee who is working well together. Bebe reported that Michelle Ciccolo was able to obtain an earmark of funds to be spent by a date certain and they are working on a plan to meet that deadline. The national 250th is concentrating on the Declaration of Independence to be celebrated throughout 2026 while Lexington is focused on the Battle of Lexington in 2025 so the implications of that are being explored through legal channels. Marketing and logo is also being planned as well as use of social media. It was suggested that to help the overall branding of Lexington the new tourism logo should be included. At the same time the logo for Lexington 250th should be included in all of our marketing going forward. Events are also being considered as well as hiring a professional consultation. Security is also critical and in the planning stages. Lexington is planning a months long celebration. It was recommended that Sandhya, Casey, Katie, Bebe and Suzie ought to meet so they can coordinate marketing efforts and create a joint marketing plan that cross promotes across all platforms. 6) FY2021 Goals Review The Committee made progress on or completed its FY2021 goals. 7) FY2022 Committee Goals The Committee reviewed the proposed goals for 2022 in the areas of marketing, advocating for resources to stimulate the visitors-based economy, partnering with Economic Development staff and businesses and organizations to facilitate submission of Lexington’s application for a Cultural District, and working to finalize outstanding projects. A revised draft will be brought to the January meeting for a vote.