2017-12-14-TOUR2-min - Laserfiche WebLink

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\OVS MOHyj� 1775 C m Town of Lexington W > Tourism Committee APRIL ff, �X1NUV Dawn McKenna, Chair (781) 862-0500 ext 84585 Minutes Thursday, December 14, 2017 at 4:30—6:00 pm Dawes Room(Second Floor Town Office Building) Members Present: Marsha Baker,Kerry Brandin,Margaret Coppe,Bebe Fallick,Jon Himmel,Trisha Kennealy,Dawn McKenna, Guests Present: Erica Dumont Staff Present: Megan Zammuto Members Absent: Wim Nijenberg 1) Marketing The Committee discussed Tourism Marketing in Lexington. Topics included branding, considering all Lexington's assets, and the need for consensus on a tagline and logo to be used across all platforms. The committee discussed a potential scope of work for a consultant which included; digital marketing, collateral, advertising, target markets, advertising strategy, and timeline for this work. They also discussed the continued focus on website and calendar improvements, while also appreciating that in the meanwhile the content is being kept current. The committee consensus was that a strategy should be formed and implemented prior to 2020,the beginning of the Massachusetts anniversary celebrations. The committee was interested in exploring additional markets such as Newport, Rhode Island and the Berkshires. 1) Visitors Center Project Dawn McKenna reported a status update regarding the Visitors Center project. The Tourism Committee's fundraising goal is to raise $50,000 annually in new recurring revenues. Over the life of the 20 year bond,this would contribute$1 million towards the overall project costs. A plan of how the Committee might increase revenues was discussed. For illustration purposes ideas such as increasing the Liberty Ride fee, by $1-$2, adding facility fee charges for Cary Hall events, and putting a$1 donation button on the Visitors Center cash register, combined with possible rental charges to the Chamber of Commerce and other partners showed how such a plan is feasible. Additionally,the Committee discussed one-time revenue opportunities that could be pursued that might reduce the burden on the taxpayers. A Mass Cultural Facilities Grant application is due in January which if awarded, would add additional revenues. The Town Manager has agreed that Megan Zammuto will be responsible for preparing the grant on behalf of the Town. She asked the Committee to submit ideas and be available to edit initial drafts. Jon Himmel also indicated that he had been reviewing the design to see what items might be eligible for CPA funding. Dawn McKenna is pursing possible Federal and State funding through our elected representatives. Other strategies included general fundraising and possibly a crowd source funding campaign, perhaps during the month of April. The Town Manager plans to recommend to the Selectmen that a special stabilization fund be set up where all revenues and donations towards the Visitors Center project would be placed. The Permanent Building Committee will be discussing the Visitors Center at their meeting on December 21s`. Dawn McKenna is working with the Town Manager to arrange for a presentation to the Tourism Committee and stakeholders so they can weigh in on the design changes that have been made prior to the finalization of Design Development. Currently the Town Manager is supporting funding for Construction Documents, not construction. The Committee reconfirmed their commitment to introduce a citizens petition to fund both the remaining design and construction of the Visitors Center. Each member of the Committee signed the petition. It will be submitted by the deadline. 2) Minutes A motion was made to approve the minutes of the November 301" Tourism Committee. The motion was seconded and approved unanimously. 3) Staff Operations Updates Megan Zammuto discussed the upcoming joint campaign to target eastern Canada in partnership with Brand USA and the Massachusetts Office of Travel and Tourism. Two new businesses are opening in Lexington Center in 2018. Omar's 1625 MASSACHUSETTS AVENUE•LEXINGTON,MASSACHUSETTS 02420