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Town of Lexington
Tourism Committee
Dawn McKenna, Chair (781) 862-0500 ext 84585
Tourism Committee Minutes
December 3, 2020 3:30 — 6:00 pm
Virtual via Zoom
Members Present: Dawn McKenna, Kerry Brandin, Bebe Fallick, Erica McAvoy, Margaret Coppe, Jon Himmel
Staff Present: Casey Hagerty, Sandhya Iyer
Liaisons Present: Fred Johnson, Center Committee
Guests: Steve Poltorzycki, Cristina Burwell, Jillian Tung, Luis Cotto, Alex Bartsch, Waka Okuda
Updates and Miscellaneous
It was reported the authors of the Slavery in Lexington brochure has added their name to the back of their
brochure. It was produced by the Antiracism Committee of Follen Church UU.
Dawn McKenna reported that there is a proposal to move the Hosmer House to Harrington Road. At this
point the Select Board did not authorize the Town Manager to move forward. Some committee members feel
like it would look appropriate in that location while others disagreed.
Dawn McKenna reported that there are several vacancies on the Committee. Marsha Baker suggested that we
reach out to more stakeholders to see if they are interested in becoming members.
Staff Report
Casey Hagerty reported that from July-November 181h the Visitors Center saw 6,560 people. The committee
reviewed the historical people counter data.
Arts Cultural District Joint Discussion
Steve Poltorzycki and Jillian Tung from the Lexington Council for the Arts explain that it has been a goal of
their organization to have Lexington be designated as a Cultural District. They are excited to partner with the
Tourism Committee to achieve this goal.
Luis Cotto, the Cultural District Coordinator for the Mass Cultural Council, was present. He explained to the
Committee the benefits of being designated as a Cultural Districts and laid out what the next steps in the process
would be. Applications are currently on hold until July 2021, but he encouraged Lexington to begin engaging
with stake holders.
Lexington-Bee City USA
Dawn McKenna explained that Lexington has been designated as the first Bee City in Massachusetts. Alex
Bartsch of the Lexington Bee Company and Waka Okuda were present to explain what this designation means.
The Committee was excited for this accomplishment and thinks this is a good marketing idea.
1625 MASSACHUSETTS AVENUE•LEXINGTON,MASSACHUSETTS 02420
Minutes
A motion was made and seconded to approve the September 3, 2020 meeting minutes. The motion passed by
a roll call vote 6-0.
A motion was made and seconded to approve the October 8, 2020 meeting minutes. The motion passed by a
roll call vote 6-0.
Rebranding Discussion
Casey Hagerty explained that one of the major recommendations of the strategic marketing plan that the
Committee adopted was to embark on a rebranding campaign. The Town has hired Chris Pappas of Open the
Door to lead this effort.
Chris Pappas explained her process including stakeholder interviews, peer research, and looking at the
existing marketing materials. Her and her team of graphic designers will create a new logo and style guide
for consistent use. They will then do a brand launch strategy.
The Committee provided feedback about the rebranding strategy. The committee felt that is was important
that the new brand convey everything there is to do in Lexington not just the Revolution. The Committee felt
that it was important to use action words in the new logo.
6:17pm
A motion was made and seconded to adjourn. The motion was approved by a roll call vote 5-0.
Documents Available: Historic People Counter Data, 2020 People Counter Data, Slavery in Lexington
Brochure
Approved: 1/13/2022