HULL — December 17, 2025 — The Hull Select Board unanimously approved a bold new marketing and branding strategy designed to revitalize the town’s image and extend its economic season into the “shoulder months.” Featuring the tagline “There is No Place Like Hull,” the campaign aims to pivot the town away from being seen strictly as a summer beach destination and toward a year-round hub for wellness, heritage, and quirky coastal charm.
The Full Story
The December 17 meeting was dominated by a comprehensive presentation from the Economic Development Committee (EDC) and the Hull Chamber of Commerce. Lead consultant Erin Swenson Gorrall and EDC Chair Susan Vermilya detailed a year-long effort to “professionalize” Hull’s outreach as America approaches its 250th anniversary. The strategy identifies specific “lifestyle audiences,” including wellness travelers and heritage tourists, to fill local businesses during the spring and fall.
“There’s just something almost indistinctly unique about what we offer... ‘There is No Place Like Hull’ came to the top.” — Erin Swenson Gorrall
The campaign features a “magazine-style” visitor’s guide, a digital hub, and an influencer strategy aimed at New England day-trippers. While board members debated technical details like font choices, the sentiment was overwhelmingly positive. Select Board member Jerry Taverna noted the importance of the shift, recalling that while Hull was once considered “hardscrabble,” its rising real estate values suggest the “secret is out”.
Following the branding discussion, Town Manager Jennifer Constable and Town Accountant Mike Buckley presented the Preliminary FY27 Budget. The 30,000-foot view revealed a $1.5 million challenge: the town hall roof needs significant repair or replacement, with quotes ranging as high as $1.5 million. Despite these infrastructure hurdles, Constable reported that the town is in a “comfortable position” and is on track for its pension liability to be fully funded by 2030.
The Board also took steps to formalize the Hull Affordable Housing Trust, signing the declaration of trust and appointing members. This move allows the trust to begin accepting donations and managing real property to address local housing needs.
Why It Matters
For residents, the branding campaign represents a strategic attempt to lower the tax burden by increasing commercial revenue outside of the traditional ten-week summer window. Simultaneously, the FY27 budget signals that major capital projects—including a joint public safety facility and sea wall repairs—will remain a primary focus for the town’s long-term financial planning.
Official Minutes & Data
Key Motions & Votes
Motion: To approve the concepts of the branding campaign, including the tagline “There is No Place Like Hull,” with the integration of existing “Wave” wayfinding design.
Outcome: Passed Unanimously (5-0) ([01:06:15]
Motion: To open the 2026 Town Meeting Warrant.
Outcome: Passed Unanimously (5-0) ([02:02:30]
Motion: To approve the Declaration of Trust for the Town Affordable Housing Trust.
Outcome: Passed Unanimously (5-0) ([02:05:35]
Public Comment
Public attendees expressed strong support for the town’s increased visibility. Rebecca Sacks remarked that Hull is “still a secret” to many visitors, while Jake Vaillancourt of the Light Board raised concerns regarding the transparency of recent inter-board meetings.
What’s Next
The Select Board will meet next on January 7, 2026. The Capital Planning Committee will continue refining project lists for FY27, and the 2026 Town Meeting Warrant will remain open for citizen petitions until February 12, 2026.
Source Video: Hull Board of Selectmen Meeting - December 17, 2025
Brilliant piece on tying revenue strategy directly to capital planning. The explicit linkage between extending tourism season and funding those infrastructre gaps like the town hall roof is exactly the kind of systems thinking most communities miss. I worked with a coastal town that tried rebranding without the financial modeling underneath, and it stalled fast. The pension being fully funded by 2030 while tackling major capex is a solid foundation most places would envy.