City Council - Small Business & Professional Licensure Committee Hearing on Docket #0263

Meeting Date: November 13, 2025, at 10:00 AM Governing Body: Boston City Council - Small Business & Professional Licensure Committee Type of Meeting: Public Hearing Attendees:

Councilor Brian Worrell (Chair)
Councilor Sharon Durkan
Councilor Edward Flynn
Santiago Garces, Department of Innovation and Technology
Ellen Ford, Department of Innovation and Technology
Pete Howard, Boston University, Center for Action Learning, Questrom School of Business
Mairead Pitcock, Beantown Brand Apparel

Executive Summary

The Committee on Small Business and Professional Licensure convened to discuss Docket #0263, an order for a hearing to explore the creation of a citywide merchandise licensing program. Sponsored by Councilor Sharon Durkan, the initiative aims to safeguard Boston's brand, expand economic opportunities for local businesses, and generate revenue for the city. The Department of Innovation and Technology presented a pilot program, leveraging the upcoming Boston 250th anniversary, to research and test various models for merchandise production and distribution, with a strong emphasis on local artists, producers, and minority/women-owned businesses. Key discussion points included brand ownership, revenue generation versus brand awareness, and the ethical considerations of production, including union labor and domestic manufacturing.

I. Call to Order and Opening Remarks

Meeting Called to Order: 10:03 AM
Chair's Opening Remarks: Councilor Brian Worrell, Chair of the Boston City Council Committee on Small Business and Professional Licensure, welcomed attendees and outlined the hearing's purpose.
- The hearing is on Docket #0263, "Order for a hearing to explore the creation of a citywide merchandise licensing program."
- The docket was sponsored by Councilor Sharon Durkan and referred to the committee on January 15, 2025.
- Public testimony would be taken at the end of the hearing, with individuals allotted two minutes.
- Acknowledged submitted testimony from Mathematic Athletics (women-owned business) and Black-owned BOS/Boss Shop South End (Jada Turner).
Councilor Sharon Durkan (Lead Sponsor) Opening Statement:
- Expressed gratitude for the opportunity to discuss the merchandise licensing program, an idea proposed upon taking office.
- Highlighted the success of similar programs in other cities, citing New York's generation of over $24 million annually.
- Emphasized that Boston's name, icons, and symbols are an "untapped source of pride and potential" and are often reproduced without coordination or benefit to the city.
- Stated the program's goals: safeguard Boston's brand, expand economic opportunity, center local artists and producers, ensure the story of Boston is told by residents, and direct revenue back into the city and neighborhoods.
- Mentioned securing $100,000 in the current year's budget for a pilot program, particularly in anticipation of the city's 250th anniversary of the Revolution.
- Stressed the importance of a "thoughtful and community-centered approach" to licensed merchandise.
Councilor Edward Flynn Opening Statement:
- Expressed support for the proposal and a desire to learn more.
- Shared an anecdote about small business owners of color inquiring about participation in such a program.
- Advocated for the inclusion of businesses of color in the program.

II. Panelist Presentation: Department of Innovation and Technology

Presenters: Santiago Garces and Ellen Ford, Department of Innovation and Technology.
Program Overview:
- Goals: Enhance brand recognition for the city, promote business activity, and ensure local involvement in design, production, and sales.
- Considerations: Revenue generation, operational costs (manufacturing, design, sales, intellectual property protection), and avoiding an antagonistic relationship with businesses.
- Pilot Program Approach: Adopted an "agile startup mentality" to gather real-time data and learn from practical application.
- Bifurcated Program:
  1. Boston 250 as Catalyst: Utilize the 250th anniversary to produce official City of Boston designed goods, capitalizing on the historical significance and inviting residents and visitors to celebrate.
  2. Robust Research Phase: Investigate different production models (e.g., on-demand, external partnerships), assess costs and maintenance for a traditional brand licensing program, and analyze internal capacity needs (IP ownership, legal work, licensing contracts).
- Partnerships:
  - Mayor's Office of Partnerships (for Boston 250).
  - Boston University (BU) for the research track, specifically the Center for Action Learning and the Questrom School of Business.
- Pilot Program Budget Allocation ($100,000):
  - Program Facilitation: $15,000
  - Research Track: $9,950
  - Design and Production: $35,000
  - Hard Costs (materials, support for small business partners at events): $40,000
Boston 250 Rationale:
- Serves as a catalyst, similar to how other cities' programs were initiated by significant events.
- Opportunity to elevate Boston's brand and introduce it to a wider audience, moving beyond "outdated stereotypes."
- Leverages the city's role in revolutionary history and community investment.
- Features a "dynamic consumer facing brand" designed to be engaging and aspirational, comparable to major brands like Nike or Converse.
- Visual designs for Boston 250 incorporate map elements and a "visually engaging and show-stopping presentation."
Mock-ups and Pilot Program Exhibition:
- Showcased mock-ups for Boston 250 merchandise, including coffee table books, signage, and apparel (sweatshirts, t-shirts, tote bags).
- Aims for a "limited edition drop effect" to encourage participation in neighborhood events and block parties.
- Emphasized partnering with community members, artists, and small businesses for design and production.
Progress to Date:
- Research Partnership with BU:
  - Team of graduate students expediting research.
  - Conducting social listening and sentiment measurement to track brand awareness before, during, and after the pilot.
  - Performing market analysis and comparative studies of brand licensing programs in other cities (US and international).
  - Investigating e-commerce platforms, distribution points, and inventory management (e.g., production on demand vs. holding inventory).
  - Testing and validating purchase intent among constituents and visitors.
- Internal Considerations:
  - Addressing the current lack of copyright or trademark protection for the city's brand (primary and Boston 250 initiative).
  - Assessing investment and capacity needed from legal, small business, and other departments for IP protection and enforcement.
Avoiding Pitfalls:
- Acknowledged potential issues in brand licensing, such as production oversight.
- Prioritizing thoughtful consideration of the entire production pipeline, including union labor and ethical manufacturing practices.
Next Steps:
- Build Test Environment: Explore e-commerce options (Boston.gov vs. partner sites).
- Real-time Data Collection: Identify popular items (hoodies, t-shirts, tote bags) and iterate based on findings.
- Awareness Campaign: Develop strategies to drive interest and optimize click-through rates for e-commerce.
- Evaluation (July 2026): After the Boston 250 initiative, thoroughly evaluate gathered data to establish a lean, efficient, and strategic brand licensing program.
- Capacity Needs: Due diligence on internal and external capacity required for a successful program.
- Phase Two (Post-Boston 250): If successful, transition to a "pure city of Boston program," continuing testing and iteration.

III. Questions from Councilors

Councilor Durkan's Questions:
- Brand Ownership: Noted that the city currently does not own its logos, citing examples of Boston Fire Department merchandise and the City Seal being sold on Amazon without city benefit.
  - Response (Ellen Ford): Confirmed the city owns "none of the brand elements." Acknowledged the spectrum of ownership, from none to owning "every single thing," which is time and cost-intensive due to enforcement. Emphasized protecting critical elements like the City Seal for official business. Suggested design solutions to differentiate official city representatives from general merchandise.
- Prioritization of IP: Asked how the city would prioritize which images/trademarks to own.
  - Response (Ellen Ford): Reiterated the need to protect significant marks like the City Seal.
- Program Success Metrics: Inquired about how success would be measured for the pilot program (revenue, participation, brand building, or all).
  - Response (Ellen Ford): Stated "a little bit of all of the above." Highlighted brand awareness as a key opportunity, especially with increased visitors during Boston 250. Also saw an opportunity to promote city programs and departments. Acknowledged that revenue would likely offset costs in the initial stages.
- Historical Context: Referenced a previous, unsuccessful city merchandise initiative with Faneuil Hall, where the city held inventory. Emphasized the desire for an external entity to manage merchandise to avoid similar pitfalls.
- Scaling Local Businesses: Stressed the program's potential to scale local businesses from small to large, citing examples from New York City.
- Economics of Merchandise: Distinguished between "splashy" designer collaborations for brand awareness and mass-market items (e.g., $15 hats) that generate significant revenue through volume.
- Mayor's Interest: Noted the Mayor's interest in a physical store, but suggested merchandise development should precede store establishment.
Councilor Flynn's Questions:
- Profit vs. Storytelling: Asked if the program's goal was profit or telling Boston's story through merchandise.
  - Response (Santiago Garces): Stated "both." The baseline is to increase brand awareness, and ideally, generate a surplus of revenue. The goal is to "at least not lose money."
- Staffing and Costs: Inquired about the potential for hiring dedicated city employees and staff.
  - Response (Santiago Garces): No additional FTEs are planned for the pilot. The $100,000 budget covers research and initial production. Online sales are preferred initially to minimize costs and complexity.
- Contracting Out: Asked if the project would be contracted out to a third party for fulfillment.
  - Response (Santiago Garces): This is being explored through a competitive process (Chapter 30B). Contracting out minimizes city risk, with the city receiving a cut of sales.
- Union Labor and US Manufacturing: Asked if union labor would be used and if products would be made in the United States.
  - Response (Ellen Ford): This is a "primary concern." Investigating partners who can fulfill "production on demand" using union labor and blanks (t-shirts, hoodies) made in the US.
  - Response (Santiago Garces): Aims to maximize economic impact to the city, ideally with production in Boston, while adhering to Chapter 30B.
- Risk of Losing Money: Asked how Boston could lose money on the program.
  - Response (Ellen Ford): Losing money could occur if costs exceed revenue, if inventory goes unsold, or if the cost of production/distribution exceeds development.
  - Response (Santiago Garces): Losing money could happen if competitors produce similar goods at lower costs, if inventory remains unsold, or if the cost of producing and distributing goods exceeds development costs. Emphasized the pilot stage allows for learning. Noted that scaling the program would likely require additional staff, as seen in New York City's program.
Councilor Worrell's Questions:
- Current Revenue from Boston Branding: Inquired if there was an estimate of how much money is currently generated by businesses using Boston's name or logos.
  - Response (Ellen Ford): Cannot quantify precisely due to lack of access to other businesses' financial records. Market research will assess overall tourism revenue and purchase intent.
  - Response (Santiago Garces): No estimate at this time. The current model avoids trademarking and licensing, which would involve enforcement against unauthorized users. The pilot aims to determine sales potential.
- Social Media Content Creators: Highlighted the role of local social media content creators (e.g., Made by Mojo, Dart Adams) in promoting Boston and suggested partnering with them for brand awareness.
  - Response (Ellen Ford): Agreed, seeing it as a "huge opportunity." Referenced the Mayor's Content Creators Summit as evidence of a vibrant creator community.
- Merchandise for Upcoming Events: Asked about merchandise plans for Tall Ships and the World Cup.
  - Response (Santiago Garces): Cautioned about managing other brands' intellectual property. Aims to elevate Boston's partnership with these events through apparel and goods without conflicting with other brands' IP (e.g., FIFA).

IV. Public Testimony

Mairead Pitcock, Beantown Brand Apparel:
- Background: Born and raised in Medfield, MA. Operator of Beantown Brand Apparel, a family-run company decorating apparel since 1988. Manufactures garment-dyed t-shirts, sweatshirts, and upcycled bags, with collections paying homage to Boston and New England.
- Support for Program: "The idea resonated with me immediately."
- Impact of Souvenirs: Emphasized that a souvenir t-shirt is "much more than a shirt. It's a tangible memory of a trip, a feeling, an experience you want to hold on to."
- Product Quality: Stressed that the product's quality and craftsmanship are as important as the logo, reflecting the brand's story and ethics. "The fabric, the fit, and the people who make it should live up to the legacy being printed on it."
- Ethical Considerations: Advocated for proper ethics and environmental consideration in production.
- Risk of Dilution: Warned that a "wide open licensing model" without proper vetting risks "diluting Boston's reputation."
- Program Benefits: Believes the initiative can generate revenue, build civic pride, and ensure products representing Boston are "made with intention."
- Offer of Assistance: Expressed willingness to help in any way possible.

V. Adjournment

The hearing on Docket #0263 was adjourned.

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