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Town of Lexington
Tourism Committee
Dawn McKenna, Chair (781) 862-0500 ext 84585
Tourism Committee Minutes
January 14, 2021 3:30 — 6:00 pm
Virtual via Zoom
Members Present: Dawn McKenna, Kerry Brandin, Bebe Fallick, Erica McAvoy, Margaret Coppe, Marsha
Baker, Wim Nijenberg
Staff Present: Casey Hagerty, Sandhya Iyer, Carol Kowalski
Liaisons Present: Jill Hai- Select Board, Fred Johnson- Center Committee
Guests: Erin Sandler-Rathe, William Mazza, Melanie Tanionis, Innessa Manning, Sarah Boulos
Rebranding Discussion
The Committee reviewed the marketing materials that staff has been using over the past few years. Staff
explained the process for the rebranding campaign. Staff will be leading the effort and will be looking for a few
interested members from the Tourism Committee to help with that effort. Kerry Brandin and Dawn McKenna
volunteered to help. The rebranding group will also include members of the public, other staff members, and
Select Board members. The smaller group of stakeholders will work with the designer and bring back their
preferred design to the Tourism Committee for review. The expected delivery date of the new brand is late
Winter 2021.
Arts Cultural District and Arts Cultural Group
The Lexington Council for the Arts and the Tourism Committee are interested in gathering a group of
stakeholders to begin meeting to prepare to apply for a Cultural District designation once that application
process opens up. Margaret Coppe agreed to help organize the group.
FY2022 Budget
The Committee reviewed the Organizational Chart for the Economic Development Office and the FY 2022
White Book.
Staff Report
The Visitors Center reports doing $5,000 in sales in the month of December. This was the second best month
after October since the Visitors Center has been opened. Staff focused on hyper local marketing to get the word
out about the offerings at the Visitors Center.
In person Patriots' Day activities are canceled for 2021.
1625 MASSACHUSETTS AVENUE•LEXINGTON,MASSACHUSETTS 02420
Staff reports that charters are starting to be booked for late 2021.
The Committee discussed the upcoming Streetscape project and how to use standard language for all
stakeholders regarding parking, detours, closures, etc.
Tourism Committee vacancy
Sarah Boulos, the Group Sales Manager at the Element and Aloft Hotels, is interested in being appointed to the
committee.
A motion was made and seconded to recommend appointing Sarah Boulos to the Tourism Committee. The
motion was approved by a roll call vote 6-0.
Miscellaneous and Updates
Dawn McKenna reported on her meeting with the Town Manager.
6:03pm
The meeting adjourned.
Documents Available: 2020 Marketing Materials, FY 2022 White Book
Approved: 1/13/2022