HomeMy WebLinkAbout2007-09-24-TOUR2-minLexington Tourism Committee ;
MEETING MINUTES
September 24, 2007 r'('` I '' ; 1
Present: Mary Jo Bohart, Kerry Brandin, Richard Canale, Dawn McKenna, John Ott, Paul O'Shaugluiessy,
Staff: Masha Traber.
Absent: Susan Bennett, Bebe Fallick, Lou Sideris
Chairman Dawn McKenna called the meeting to order. The minutes from both the June 11, 2007 and
the April 9, 2007 meetings were approved.
Committee Recruitment
Ms. McKemla explained that all nine (9) existing committee members have agreed to serve for another
year, but there is actually a total allotment of twelve (12) potential slots for committee members.
Brainstorming tools place on who might be suitable to serve as additional Tourism Committee members.
Ms. Mary Jo Bohart suggested adding on a few local businesses (i.e. restaurants or shops) since that
viewpoint is absent from the committee presently. She felt that local businesses who are Lexington
Center based might be the best fit since they tend to be the logical beneficiaries of tourism in
Lexington's downtown. Ms. McKemla explained to the group that additional Tourism Committee
members can be appointed at any time during the calendar year.
New Projects & Recent News
Ms. McKenna then asked if any committee members had any special projects that they are working on
at this time. Mr. Paul O'Shaughnessy stated that the Lexington Historical Society's website,
wwwlexingtonhistoa.or now has a totally new look and some exciting new content. He encouraged
the committee to visit the site and provide their thoughts and feedback. Mr. O'Shaughnessy then said
that the Historical Society enjoyed a notable up -tick in the visitors to the historic homes this past tourism
season.
Ms. Bohart contrasted that experience with her account of the Lexington Visitors Center having a sharp
drop -off in "bodies through the door" this past season, which she felt was rather troubling. Ms. Bohart
emphasized that the literal connection between tourism and economic development in Lexington tends
to be forged in the Visitors Center where chamber staff make an array of direct referrals for tourism
guests regarding dining, shopping & lodging options.
Mr. O'Shaughnessy also stated that there has been some discussion among town officials toward
plamling for a "rain date" for future Patriot's Day Re- enactment festivities. Ms. McKenna expressed her
personal concern over the introduction of a "rain date" for Patriot's Day, primarily because logistics
would be quite challenging and most parade marching units would be committed to other events on an
alternate date.
Mr. Lou Sideris told the group that the Minuteman National Park will be hosting a "Battle Road Heroes"
event on 10/6/07 from 7:00 -8:00 p.m. He explained that the event departs from the Hartwell Tavern
parking lot, with coach lamps to add to the nighttime ambiance. He also said that the park is presently
working on their Management Plan.
Mr. John Ott said that it was looking more and more likely that the National Heritage Museum would be
shifting over to an admission fees type of structure in 2008. He acknowledged that this would be a
dramatic change for the general public, and it remains unclear as to how this could impact attendance
figures at the museum in 2008.
Signage Project
Ms. Kerry Brandin provided the committee with an update on the ongoing comprehensive tourism
signage project. Ms. McKenna stated that very soon, after Oct. 20 local illustrator Christopher Bing
will be freed up from his other work obligations to resume the work he is doing on an illustration of the
Battle of Lexington which will be used on an interpretive sign to be installed near the Battle Green. Mr.
Sideris said that if Mr. Bing ends up doing a before /after type of rendering, he is concerned about the
reality vs. artistic license on the "after" image. Mr. Sideris stated that the real "after" view had dead
colonists scattered in many locations rather than falling on the Battle green. Ms. McKenna clarified that
Mr. Bing's Battle of Lexington rendering will be from the vantage point of a soldier, looking over the
shoulders of other soldiers. Ms. McKenna then provided a brief update on the status of display boards on
the walls of the Lexington Visitors Center. She stated that it remains a challenge or concern about how
best to locate a visible /public spot where the full array of U.S. S. Lexington military prints and
memorabilia can be properly displayed. She stated that she is working with the Lions Club on this.
Ms. McKenna explained that she continues to work on a "master" chart of historical tourism attractions
for the Lexington area. Mr. Sideris volunteered to get a template of something similar from the Concord
Chamber of Commerce, after which a Lexington version could be composed. Ms. McKemla clarified
that this piece is intended to serve as an internal referral tool for Lexington -based tourism staff and
volunteers who meet /greet the public.
Mr. Sideris felt that bringing back some form of tourism imagery to the (McDonald's) rest stop on
Route 128 is key, and he would like to see this effort become a committee project in 2008. Ms.
McKenna stated that it is her goal is to get the tourism information to that rest stop facility, whether just
a simple display or even a more elaborate kiosk. Mr. Richard Canale said that the Massachusetts
Highway Dept. ( "MassHighways ") will be doubly interested in this type of thing once the Scenic
Byways funding is worked out.
Liberty Ride
Ms. McKenna announced that the Liberty Ride commemorative bottles of water are now available for
tourists to purchase on the trolley. She explained that the wholesale price for a "skid" (40 cases) is now
down to a price equivalent to $0.55 per bottle (wholesale). She added that the concept of Liberty Ride
hats, T- shirts, and totes hit a snag recently so she is now in conversations with a vendor used by the
National Heritage Museum.
Ms. McKenna then laid out some potential Liberty Ride changes for the upcoming 2008 tourism season.
She stated that the trolley tour operation's "bottom line" has so many variables that she queried the
group on ticket pricing and whether an increase would be needed or prudent. Ms. McKenna noted that,
during the 2007 tourism season, a pilot project of a combined Liberty Ride /historic houses ticket was
implemented, with $3 per adult "combined" ticket and $1 per child "combined" ticket being paid back to
the Historical Society by the Tourism Committee.
Ms. Masha Traber provided a Liberty Ride summary for the group, including the following statistics on
how many Liberty Riders went on to visit a historic house:
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May /June 200 adults /44 students
July 383 adults /113 students
August 325 adults /99 students
TOTAL 908 adults /256 students
Ms. Traber went on to describe that there were 200 fewer riders in July 2007 than in the prior year.
However, she noted that from the day the trolley style vehicle arrived, ridership picked up. It is
September now, and she has seen 128 more riders than for the same month a year ago to -date. Ms.
Traber suggested a "bundled ticket" idea (at a higher price) that enables access to each major attraction.
Ms. McKenna felt that tourists would pay more to "do it all," but she cautioned the group that careful
consideration would be needed about pricing of such a package. She concluded by saying that whatever
the committee wants, it must be simple for the customers to be able to easily grasp the concept.
Ms. McKenna stated that the next Tourism Committee meeting will take place on November 5 2007.
There was a motion to adjourn, it was seconded, and it passed unanimously.
Respectfully submitted, Mary Jo Bohart
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