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HomeMy WebLinkAbout2016-02-11-TOUR2-minTown of Lexington Tourism Committee Dawn McKenna, Chair (781) 862 -0500 ext 84585 Minutes Thursday, February 11, 2016 at 4:00 p.m. — 5:30 p.m. Parker Room, Town Office Building Minutes of the meeting of February 11, 2016 at 4:00 p.m. Parker Room Members Present: Kerry Brandin, Margaret Coppe, Bebe Fallick, Trisha Kennealy, Dawn McKenna, Wim Nij enberg, Staff Present: Masha Traber, Megan Zammuto Absent: Marsha Baker, Leeying Wu Guests Present: Gary Fallick, Richard Pagett 1. Marketing, brochure and website a. AAA Conference — giveaways, materials The committee discussed the upcoming AAA conference. Committee members were asked to volunteer their time to participate at the trade show. Brochures and handouts were discussed and the committee decided to begin collecting brochures from Lexington organizations for distribution at the trade show. The committee also discussed the annual Liberty Ride coupon that is distributed at the event. Upon motion duly made and seconded (Dawn McKenna /Margaret Coppe), it was unanimously voted to create a new coupon that allows users to purchase one adult ticket at the rate of $20 exclusively for the AAA Travel Marketplace. b. International Marketing The committee discussed the relationship between BrandUSA and the Massachusetts office of Travel and Tourism (MOTT.) Megan Zammuto has been in touch with BrandUSA and plans on looking into partnership opportunities that promote Lexington in targeted international markets. Dawn McKenna also informed the committee about an opportunity to support Deb Belanger from Greater Merrimack Valley to represent Lexington at two sales missions that target the Japanese and Canadian audiences. The sales missions are for tour operators, and most foreign travelers book their vacation through travel agents and tour operators. Upon motion duly made and seconded(Dawn McKenna/ Wim Nijenberg) ti was voted unanimously to authorize the use of $4000 to support Deb Belanger in promoting Lexington 1625 MASSACHUSETTS AVENUE • LEXINGTON, MASSACHUSETTS 02420 at two trade missions to target Japanese and Canadian travelers. Trisha Kennealy recused herself from the vote. The tourism committee marketing strategy was also discussed. Town staff is becoming more involved in the selection and implementation of marketing with input and advice primarily from Dawn McKenna and Kerry Brandin as we continue the transition of operations. Upon motion duly made and seconded (Dawn McKenna /Bebe Fallick)it was unanimously voted to authorize Dawn McKenna, Kerry Brandin and staff to assess international marketing opportunities without further committee authorization, provided the marketing is geared toward targeted countries of UK, France, China and Canda. c. Domestic Marketing The committee discussed advertising opportunities in Yankee Magazine. The Hartford Current trade show was also discussed. The committee decided against participating in the Hartford trade show. 2. Visitors Center Dawn McKenna informed the committee that the Selectmen decided to indefinitely postpone the request for design funds for the new Visitors' Center in the capital budget this year. The committee discussed their frustration with how the project had been designed, how the project keeps being pushed back even though it would have a direct positive impact on Town revenues and the current political climate. 3. Joint Tourism Training — March 31st The committee is planning a training on March 31st. The location and agenda is currently being developed. 4. Tourism Committee Operations — Staff Update Megan Zammuto discussed the committee's membership with Trip Advisor. She is creating a strategy to analyze metrics and improve page views. The job posting for the Tour Services Facilitator has been posted and we have received one applicant. We hope to fill the position as soon as possible. 5. Liberty Ride /Battle Green Guide Operations Masha Traber announced that most Liberty Ride and Battle Green Guides have decided to work again this year for the Town of Lexington. Both programs will be well staffed with experienced guides this season. The Committee also discussed the importance of pursuing online ticketing for the Liberty Ride. Megan Zammuto will investigate options for our consideration. 6. Events a. Voyage en Francophonie — March 12th This event will be held on March 12th at Carry Hall in cooperation with EFGB, our French School partner. The committee will have a Sister City /Tourism table at the event. b. Revolutionary Revelry Dawn informed the committee that Megan will not be working on Revolutionary Revelry this year. Carl Valente had used $12,000 funding for Revolutionary Revelry to fund the new position and the Committee was under the impression that Megan would serve as event coordinator. Dawn spoke to Peter Kelley and Joe Pato about Revolutionary Revelry and is working on behalf of the Committee to have the decision reconsidered. 7. Minutes Upon Motion duly made and seconded (Dawn McKenna /Kerry Brandin) it was unanimously voted to approve the minutes from the January 21' Tourism Committee Meeting. Adjourned at approximately 5:40 pm Respectfully submitted, Megan J. Zammuto Approved, May 26, 2016