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W 3 Tourism Committee
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Dawn McKenna, Chair (781) 862-0500 ext 84585
Minutes
Thursday, November 30, 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, Dawn McKenna, Wim Nijenberg
Center Committee Liason: Fred Johnson
Guests Present: Erica Dumont
Staff Present: Megan Zammuto
Members Absent: Trisha Kennealy, Leeying Wu
1) Staff Operations Updates
Megan Zammuto discussed the Minuteman Bike Share program. The bikes will be removed for the winter and will return
in April 2018. To date we have 92 active members. Staff also discussed a marketing opportunity with Brand USA to
target the eastern Canadian market. Brand USA is working with the Massachusetts Office of Travel and Tourism to
produce this campaign.
2) Annual Report
A motion was made to approve the 2016-2017 Annual Report. The motion was seconded and approved unanimously.
3) Minutes
A motion was made to approve the November 2" 2017 Tourism Committee Minutes. The motion was seconded and
approved unanimously.
4) Visitors Center Project
The committee discussed the Visitors Center project design, including the second floor office space and the outdoor space
surrounding the building. The committee discussed the restrooms that will be accessible from the outside of the building.
The committee discussed the citizen's petition for spring Town Meeting that will include funds for construction
documents and construction dollars. Dawn McKenna discussed a recent meeting with Carl Valente and Economic
Development staff. Staff will analyze internal fundraising options. Staff will manage the Cultural Facilities Fund grant
application, due in January. The committee also discussed who should be contacted to submit letters of support as part of
the application. Dawn McKenna mentioned an opportunity to partner with the Paul Revere house, an organization that
was recently successful in receiving two Massachusetts Cultural Council grants.
5) Updates and Miscellaneous
Dawn McKenna discussed committee appointments. She was unable to contact Leeying Wu. The committee discussed a
potential replacement, and members agreed that it would be helpful to have another merchant on the committee. Antony
park is progressing and the stone work is in progress. The trees will be planted this spring.
6) Marketing
The committee discussed the merits of using some of the marketing budget to start a strategic plan. Committee members
discussed media experts and the value they could bring to our operation. Members also discussed the importance of
measuring data related to marketing campaigns to get a better understanding of the investment. The committee discussed
interest in putting together a scope of work, Megan Zammuto will bring some information to the next meeting regarding
firms other municipalities have used, including Salem, Provincetown and Plymouth.
1625 MASSACHUSETTS AVENUE • LEXINGTON, MASSACHUSETTS 02420
Documents Available: Meeting Agenda, Annual Report 2016-2017, Draft Minutes, November 2, 2017, 2018 Special Town Meeting
Article — Appropriation for Visitors Center, FYI Budget Land Use, Health and Development, Visitors Center votes 2017
Adjourned at approximately 6:10 p.m.
Respectfully submitted, Megan J. Zammuto
Approved, December 14, 2017