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Dawn McKenna, Chair (781) 862-0500 ext 84585
Minutes
Thursday, December 14, 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,Trisha Kennealy,Dawn McKenna,
Guests Present: Erica Dumont
Staff Present: Megan Zammuto
Members Absent: Wim Nijenberg
1) Marketing
The Committee discussed Tourism Marketing in Lexington. Topics included branding, considering all Lexington's assets,
and the need for consensus on a tagline and logo to be used across all platforms. The committee discussed a potential
scope of work for a consultant which included; digital marketing, collateral, advertising, target markets, advertising
strategy, and timeline for this work. They also discussed the continued focus on website and calendar improvements,
while also appreciating that in the meanwhile the content is being kept current. The committee consensus was that a
strategy should be formed and implemented prior to 2020,the beginning of the Massachusetts anniversary celebrations.
The committee was interested in exploring additional markets such as Newport, Rhode Island and the Berkshires.
1) Visitors Center Project
Dawn McKenna reported a status update regarding the Visitors Center project. The Tourism Committee's fundraising
goal is to raise $50,000 annually in new recurring revenues. Over the life of the 20 year bond,this would contribute$1
million towards the overall project costs. A plan of how the Committee might increase revenues was discussed. For
illustration purposes ideas such as increasing the Liberty Ride fee, by $1-$2, adding facility fee charges for Cary Hall
events, and putting a$1 donation button on the Visitors Center cash register, combined with possible rental charges to the
Chamber of Commerce and other partners showed how such a plan is feasible. Additionally,the Committee discussed
one-time revenue opportunities that could be pursued that might reduce the burden on the taxpayers. A Mass Cultural
Facilities Grant application is due in January which if awarded, would add additional revenues. The Town Manager has
agreed that Megan Zammuto will be responsible for preparing the grant on behalf of the Town. She asked the Committee
to submit ideas and be available to edit initial drafts. Jon Himmel also indicated that he had been reviewing the design to
see what items might be eligible for CPA funding. Dawn McKenna is pursing possible Federal and State funding through
our elected representatives. Other strategies included general fundraising and possibly a crowd source funding campaign,
perhaps during the month of April. The Town Manager plans to recommend to the Selectmen that a special stabilization
fund be set up where all revenues and donations towards the Visitors Center project would be placed. The Permanent
Building Committee will be discussing the Visitors Center at their meeting on December 21s`. Dawn McKenna is working
with the Town Manager to arrange for a presentation to the Tourism Committee and stakeholders so they can weigh in on
the design changes that have been made prior to the finalization of Design Development. Currently the Town Manager is
supporting funding for Construction Documents, not construction. The Committee reconfirmed their commitment to
introduce a citizens petition to fund both the remaining design and construction of the Visitors Center. Each member of
the Committee signed the petition. It will be submitted by the deadline.
2) Minutes
A motion was made to approve the minutes of the November 301" Tourism Committee. The motion was seconded and
approved unanimously.
3) Staff Operations Updates
Megan Zammuto discussed the upcoming joint campaign to target eastern Canada in partnership with Brand USA and the
Massachusetts Office of Travel and Tourism. Two new businesses are opening in Lexington Center in 2018. Omar's
1625 MASSACHUSETTS AVENUE•LEXINGTON,MASSACHUSETTS 02420
World of Comics and Hobbies will be located on Waltham Street in the space previously occupied by Btone. Abbott's
Frozen Custard will open this spring in a space that was most recently vacant, and previously Candy Castle. Megan is
working on the Massachusetts Cultural Council, Cultural Facilities Fund Capital Grant. The committee discussed strategy
regarding who to ask for letters of support.
4) Updates and Miscellaneous S minutes
a) Committee Appointment—it was noted that there is one opening on the Committee and we ought to give thought
to what expertise would be an asset to the Committee
b) Antony Park—the wall has now been complete and all stone purchased. Given the latest of the season,the
purchase and planting of the trees will take place in the spring.
5) Other unforeseen items that must be addressed prior to next meeting—no items were discussed.
Documents Available: Meeting Agenda,Adams Grant Application Narrative,2010 Draft Minutes 11.30.17,Citizens petition to fund
the remaining design and construction of the Visitors Center.
Adjourned at approximately 6:10 p.m.
Respectfully submitted,Megan J.Zainmuto
Approved,February 8,2018