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HomeMy WebLinkAbout2021-04-08-TOUR2-min `pus Wo pQ' 1775 1'C v APRIL 19 SFX I IG'V Town of Lexington Tourism Committee Dawn McKenna, Chair info@tourlexington.us Tourism Committee Minutes April 8, 20213:30 —5:56 PM Virtual via Zoom Members Present: Dawn McKenna, Marsha Baker, Kerry Brandin, Wim Nijenberg, Bebe Fallick and Margaret Coppe Members Absent: Sarah Boulos, Jon Himmel and Erica McAvoy Staff Present: Casey Hagerty, Economic Development Coordinator, Sandhya Iyer, Economic Development Director, Katie Johnson, Visitors Center Manager, and Meghan McNamara, Land Use Department Assistant Liaisons Present: Fred Johnson, Center Committee (arrived at 4:11 pm), and Jill Hai, Select Board 1) Economic Development Coordinator Report a) Visitors Center opening Ms. Casey Hagerty informed the Committee that the Visitors Center re-opened on April 1, 2021. Ms. Katie Johnson informed the Committee that the Visitors Center had $1,900 in net sales during the first week of being open in 2021. b) MOTT Federal Funds Grant Ms. Hagerty informed members of the Committee that the Visitors Center was awarded a $28,000 joint marketing grant with the Town of Concord for advertising in publications. The goal is to gather more visitors within the drive market. c) American Recovery Funds Ms. Hagerty informed the Committee that the Town of Lexington is receiving funds through the 2021 American Rescue Plan to help support the tourism efforts. Possible uses are Liberty Ride and the Visitors Center Revolving Funds however she is unsure when and how the funds will be implemented. d) Comprehensive Plan Update Ms. Sandhya Iyer provided the Committee with an overview of the Comprehensive Plan. The last report was in 2003 and the next steps will include the Executive Summary and action plan to plan for the next 20 years. Ms. Iyer requested that Committee members review the trends report to help develop a futuristic vision for the Comprehensive Plan Action Committee (CPAC). e) Marketing 1 `pus MOgN� pQ' 1775 1'C v APRIL 19 FX I IN UV Town of Lexington Tourism Committee Dawn McKenna, Chair info@tourlexington.us i) FY2021 Budget Ms. Hagerty provided a breakdown of the marketing budget. ii) Plans for use of funds Ms. McKenna recommended that the Visitors Center guide be redone. f) Center vacancies Ms. Hagerty informed the Committee that Hit and Run Sports has closed. She is not aware of any other changes since the last meeting. g) Miscellaneous Ms. Hagerty informed the Committee that a contractor has been selected for the Streetscape project and are hopeful that the work will begin end of April. There will be two meetings held in early May for immediate abutters and the general public to answer questions. Ms. Jill Hai mentioned that the Center Committee provided unanimous support for a 4-day construction week, with consideration to the longer set up/take down and no work to be done on Fridays. A motion was made and seconded to support a 4-day work week for the Center Streetscapes project. The motion was approved by roll call vote (6-0). The Committee discussed a bike rest stop along the Minuteman Bikeway however the project is on hold as the town recently discovered that they did not own the land and has since begun procuring land ownership to proceed. 2) Tourism Goals Implementation Discussion a) Leveraging the Visitors-based Economic Impact i) Rebranding with consultant The Committee discussed four options for a new branding logo with the consultant, encompassing the idea that the logo is to be grounded in the revolutionary history but encompasses all the town has to offer beyond 1775. The consultant is going to return to the Committee with examples of what the logo will look like on business cards, brochures, etc. ii) Marketing themes 2 `pus IWOgN� pQ' 1775 1'C v APRIL 19 Town of Lexington Tourism Committee Dawn McKenna, Chair info@tourlexington.us Members of the Committee gathered ideas for marketing themes iii) Arts Cultural District update Ms. Coppe informed members of the Committee that the Arts Cultural District invited 65 different groups and organizations to the meetings. The goal is to submit an application by April 2022 for the Cultural District Designation Program. The Committee discussed what cultural district is and the boundaries being considered. iv) Stone Building Reuse The Committee discussed possible uses of the small building and concerns such as cost to renovate and repurpose as the building will need to be ADA accessible. Ms. Hai, Select Board Liaison, stated that the Committee is charged with the idea but also how the facility would be operated. The reuse of the building needs to be feasible from a space, purpose and fiscal responsibility standpoint. The building must be used for one of the stated purposes under the Cary Will and be acceptable to the Library Trustees. A motion was made and seconded to: support the Stone Building becoming an active place for use as lyceum and home to unique programs, including spaces to shoewase East Lexington history, and be accessible to residents and visitors. The motion was approved by roll call vote (6-0). b) Completing Outstanding Projects i) Visitors Center Ms. Hagerty informed the Committee that she is scheduling for Bart from Terra Incognito, interactive exhibits contractor, to come to the Visitors Center and perforin the final installation for the calendar boards behind the welcome desk and the two self-serve kiosks c) Welcoming Visitors for the 250th 10 minutes Select Board did make the appointments to the Committee so it will be up and running. Keep on the agenda to make sure we share with Bebe about what is important so we get the full economic impact over the next few years. 3 `pus MOgN� pQ' 1775 1'C v APRIL 19 FX I IG'VO� Town of Lexington Tourism Committee Dawn McKenna, Chair info@tourlexington.us 4) Updates and Miscellaneous a) Committee Membership b) Lex See Her There is a push to install a monument but there is still much to work to be done, including answering the question of who to recognize, what contribution they made to Lexington, and where it should be located. c) Town Meeting d) Virtual Patriots Day Ms. Hagerty stated that a virtual Liberty Ride is an option as part of virtual Patriot's Day, and that the town was able to acquire the domain patriotsday.coln e) Miscellaneous Adjourned at approximately 5:56 PM. Prepared by: Meghan McNamara, Department Assistant Approved: August 26, 2021 4