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2 3) Tourism Goals and Implementation Marketing Under leveraging the economic impact from the visitors-based economy, Dawn had asked why an updated marketing plan based on the Tourism Committee votes had not been issued, and were not incorporated into the presentation to the Select Board. Sandhya had dropped off the zoom so the Tourism Committee will seek the answers as to why not at the next meeting. Calendars of events are not being regularly updated on Mass. Ave. (Depot Square and Visitors Center). Dawn noticed that a new calendar was recently updated. However, it is generic and does not list specific events. It is important that a more proactive approach to providing the information regarding many events happening and hours the historic sites are open that people need while they are in Lexington. General statements of what is happening were not the purpose of those particular signs. This needs to be discussed with Casey. Margaret suggested that the process to provide the data for inclusion in the various calendars and newsletters needs to be made clear to businesses and organizations. Regarding the monthly newsletter that was sent out regularly for years, Dawn and Kerry discussed that when the Town switched over the accounts, there was a problem with our Constant Contact list and the Town’s ability to have access to it even though it was a Town account. Wim stated that the prior newsletter that Kerry sent out monthly for years was fantastic. Dawn also indicated that the single community calendar on the town website that was designed to be the “go to” place for all events to be posted is still active but looks awful. All groups interested in making the public aware of events they hold are now working in silos. This is why the Committee met with Sean Dugan recently to discuss the best ways to communicate to the various audiences. Concord for example now has an excellent newsletter and Margaret offered to do research on whether they have a calendar system that works. Kerry reminded the Committee that many of the events needed to be promoted are of interest to both tourists and residents. In her opinion there should be one database of events that allows for the tagging of who the audience is in categories such as children, adults, seniors, visitors, residents, etc., which can then be sorted to targeted audiences. Having the mechanism for us to be pro-active in sending the information as opposed to expecting people to come to our website to find out about events is key. Margaret mentioned that getting people to opt-in is difficult. However, in the past we had provided handouts and other marketing that helped that effort. Now the ability to opt-into a newsletter could be added to the self-serve kiosks where visitors could sign up directly . Sandhya indicated that she and Casey are thinking about how to improve this and hopes to have plans for doing so in the coming months. Visitors Center Celebration Sandhya reviewed the proposed program and list of invitees that the Tourism Committee has developed. She is on board with what has been written and Mike Cronin is prepared to help the Economic Development Office to make the arrangements. The date has been set for October 7th at 9:30 am at the Visitors Center. Dawn asked what help was needed to connect with those we want to invite to speak. Sandhya and Dawn will talk offline to clarify responsibilities as to who will invite the speakers. The Committee was comfortable with the program. Cathy Severance (Office Manager for the Town Manager) will be sending out the formal invitation to the full list of invitees. Regarding the invitations, the Committee reviewed the categories of invitees. Jon gave a number of people who should be invited, including those who signed the beam and donors. The invitation will go out to all senior managers. The Committee is trying to make sure the list is comprehensive so those instrumental in the project get a direct invitation. Margaret and Marsha also indicated that organizations that the Visitors Center serves should be invited and Fred noted that the businesses have a keen interest and should be included, especially those who have a direct interest in tourism. Dawn suggested that the Economic Development newsletter include a paragraph letting businesses know the date of the celebration. The general comment was that the intent is to include anyone who has been part of the process along the way, and anyone who is interested.