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