HomeMy WebLinkAbout2011-02-28-TOUR2-minLexington Tourism Committee
Meeting Minutes
Monday, February 28, 2011 at 4:00 p.m.
Room 111
Members Present Susan Bennett, Mary Jo Bohart, Kerry Brandin, Bebe Fallick, Dawn
McKenna, Paul O'Shaughnessy, John Patrick, Jim Shaw
Staff Present Masha Traber
Members Absent Carla Fortmann, Mary Gillespie, Coleen McAdam, Lou Sideris
1) The minutes for January 11, 2011 and January 24, 2011 were approved without
changes.
2) "AAA Marketplace " - tourism expo event:
a) Discussion of the Fri. 3/4/11 - Sun. 3/6/11 annual event at Foxboro stadium,
including filling of time slots by volunteer committee members for event booth
coverage, materials to be exhibited, and methods of engaging general public
who will stop by booth.
3) Liberty Ride &advertising:
a) Multiple advertising/ marketing opportunities were discussed, including:
1) Yankee Magazine, which involves a $975 ad cost for a May/June issue
2) Greater Boston CVB, which would cost $1,000 to put Lexington brochures in
over 50,000 fulfillment packages which get mailed out
3) Boston Visitors Center, which had its facility moved from Boston Common
(Tremont St.) during renovation; ad opportunity involves a large plasma-
screen TV monitor at a cost of $500 /month for ad spots
4) TripAdvisor.com offers total control of a web page within their overall website
for $2,500 /year
5) Groupon, which John Patrick explained would focus primarily on the local
market; he said he would do more research oncost
6) Boston Red Sox, whose organization s website and weekly emails and
newsletters each represent ad opportunities; Dawn McKenna would be
gathering further info on this opportunity and pricing options
7) History Channel Magazine, with involved a $7,500 cost fora 2 -color ad on 1/6
of a page; Paul O'Shaughnessy suggested that Preservation Magazine might
represent a better fit for advertisement of Lexington s tourism offerings
8) Various Press Releases, which Jim Shaw suggested would be another technique
to use to gain positive exposure without spending ad dollars
b) Susan Bennett inquired what was the Lexington Tourism Committee's overall
marketing plan, and she suggested that the array of ad options is difficult to sift
through in the absence of a strategy on the end goal
c) John Patrick offered to outline Who it is the committee wishes to reach along with
What targeted market(s) can be reaches and How to achieve this.
d) Paul O'Shaughnessy explained that The Boston Society is an organization which
handles The Boston Massacre, thus representing a possible group to foster tourism
marketing cross - promotion.
e) Upon motion duly made and seconded, it was voted that the Liberty Ride tourism trolley
vehicle would participate in the 2011 Patriot's Day parade in Lexington (including
rental cost of the vehicle for that time period).
4) Revolutionary Revelry:
a) Upon motion duly made and seconded, it was voted that the Liberty Ride would
attraction would participate in the (May 2011) Revolutionary Revelry activities
via special runs 5:30 -8:30 p.m. on five Tuesday nights, where the overall cost of
this special run would be $1,600 which will be covered by tickets purchased.
b) Dawn McKenna explained that on Thursday, March 3rd she will appear before
the Lexington Historic Districts Commission (HDC) regarding the display of
Revolutionary Revelry banners throughout the downtown
5) Battle Green Master Plan:
a) Dawn McKenna updated the committee on the progress of this ongoing planning
effort. She explained that the Lexington Board of Selectmen asked the master
planning team to review existing rules ®ulations as well as the proposed
changes to those rules, and this will soon be circulated.
b) Ms. McKenna also clarified that a mistake was identified and recently corrected
in the draft plan relative to ' Zone A' versus ' Zone B' and the proximity to
Buckman Tavern.
6) Lexington's 300th Anniversary Committee - update:
a) Bebe Fallick serves as the Tourism Committee's liaison to this planning effort,
and she explained that the duration of planned festivities would run from Sept.
12, 2010 to May 2013.
b) The group discussed whether a dedication of the possible Parc de Antony
(planned for somewhere in Lexington) might be dedicated during that time
frame. It was also mentioned that a 3rd anniversary of Revolutionary Revelry
might also take place during the period of the town's 300th celebrations.
7) Strategic Vision for Future:
a) Dawn McKenna stated that she recently discussed with Town Manager Carl Valente
the degree of town staff support provided to various other standing town committees.
In this discussion, Mr. Valente inquired about the strategic vision of the Lexington
Tourism Committee, which Ms. McKenna feels can be better articulated in preparation
for future meetings with the Selectmen and Town Manager.
The meeting was adjourned at 6:25pm. Next meeting Monday, March 14th- at 4:00 p.m.
Documents Available at the Meeting for Review
1. Minutes of January 24, 2011
2. Minutes of January 10, 2011
3. Yankee Magazine Ad 2010
4. Patriots Day float application
Documents available for Review
1. Minutes of January 10, 2011
2. Greater Merrimack Valley ad
3. HDC application
4. Patriot's Day float application
Respectfully submitted,
Mary Jo Bohart