BUSINESS PLAN Draft Summary BID. A compelling vision for the BID. A forward thinking plan for Queensferry

Transcription

1 BID BUSINESS PLAN Draft Summary A compelling vision for the BID A forward thinking plan for Queensferry

2 QUEENSFERRY AMBITION A BRIEF REVIEW Queensferry Ambition BID has been busy over the past 4 and a half years delivering a whole range of initiatives and projects for the benefits of local businesses and the community at large. FIGHTING THE TOWN S CORNER TO BE HEARD Lobbying and advocating as well as building constructive relationships for the South Queensferry cause to the City of Edinburgh Council, Marketing Edinburgh, Cruise Forth, QASP, Queensferry Infrastructure Improvement Group. GAINED OVER 400,000 IN EXTERNAL FUNDING The BID gained AN EXTRA 400,000 funding to stage the major Bridges Festival, Jutland 100, Active Travel which brought thousands of people to the town. The BID is currently making an application to the Heritage Lottery Fund with support from City of Edinburgh and Fife Councils to put yet another major spotlight on South Queensferry for better signage, accessibility, improved broadband access and wifi. STAGED EVENTS TO PUT SPOTLIGHT ON THE TOWN Leading the staging of three of the biggest festivals that the town has ever seen : the Bridges Festivals and the Jutland 100. The Festive Ferry late night shopping event is also a popular late night shopping event. 2

3 MARKETING AND PROMOTIONS The BID has raised the town s profile substantially through two websites, highlighted the business offering in the town, improved the social media presence to keep both businesses and the residents updated. There are regular weekly updates on all matters affecting South Queensferry, quarterly newsletters and 6,000 copies of the Festive Ferry booklet are delivered to local households. BUSINESS COST SAVINGS AND IMPROVEMENTS The BID has saved over 25,000 for 22 businesses in business costs (e.g. utilities bills) through our collaboration with Business Advisory Services. In addition, 35 Business Improvement Grants have been issued to BID levy payers to improve their business performance. The grant has been well received and has been used for a variety of purposes e.g. shopfronts, business training. These grants have contributed much to the local economy through the use of local contractors. Through our innovative work with Changeworks, we have helped 20 businesses in their waste management practices. COMMUNITY RELATIONS We are aware of the role of community groups play in our town and worked hard to improve relations in the delivery of projects that have a lasting impact on our community e.g. Schools Projects (CV Writing, Job Interview practice), Employers and Job Recruitment Fairs. 3

4 QUEENSFERRY THE ROLE OF THE BID Starting with 2017, the next 5 years are full of opportunities to make Queensferry a destination of choice. There are a number of drivers for change including the City of Edinburgh Council s funding situation and the general reduction in public sector funding and that is a positive factor for the BID going forward. We will maximise the opportunities to collaborate with new partners for the benefit of the BID levy payers and make better use of the assets within our locality. We will also benefit from our location adjacent Edinburgh and the Airport. The planned new housing of more than 1,000 houses will make Queensferry one of the fastest growing areas within the Edinburgh catchment, increasing our local population which will be good for business. In 2017, the spotlight will shine on the South Queensferry area: the opening of the new Queensferry Crossing; a Signature event will be held by the Scottish Government as part of the Year of History, Heritage and Archaeology; celebration of the World Heritage status for the Forth Bridge; a Bridges Tourism Strategy will be in place; make the most of the increasing number of cruise ships 19 are scheduled; the High Street will be refurbished (and completed in 2018); 4

5 In other ways, like most towns, Queensferry faces a number of challenges including the cost of operating in the town centre for businesses e.g. business rates, national minimum living wage, rising inflation, decline in footfall. Improving and increasing footfall and helping businesses grow in Queensferry remain key objectives, while signage into and across the town needs to be improved. The perennial issue of improved and more car parking will come into sharper focus Queensferry Ambition is very well placed to deal with these issues: We constantly look to be informed by data about our town, our businesses and our customers. We aim to provide more local intelligence on the market with better information on footfall, demographics, etc. We have consistently played a major advocacy role on behalf of the town and BID levy payers including negotiating with the City of Edinburgh Council to install footfall counters and Wi-Fi in the town. We will be able to track footfall and share it with BID levy payers, improve the digital connectivity of the town to the levels enjoyed by visitors to Edinburgh city centre. We are ideally placed to contribute to some key issues affecting the town and its businesses and over the past 5 years have seen many successes (festivals, events, grant applications, networking events, cutting business costs, etc) and others where we have experienced challenges in making them work in our context. We will continue to help BID levy payers cut their costs and improve business performance through: BUSINESS ADVISORY SUPPORT BAS has already helped 22 businesses to save over 25,000 i.e. helping make the BID levy cost neutral; CHANGEWORKS RECYCLING helped over 20 businesses with their commercial waste management now that the City Council no longer offers this service and acts as an enforcement agency; BUSINESS IMPROVEMENT GRANT 35 BID levy payers have so far benefitted from a 250 grant from the BID to improve their business performance e.g. shopfront improvements, staff training, website upgrading, new website etc; MARKETING AND COMMUNICATIONS our marketing and social media promotions are giving businesses and Queensferry as a whole a much better profile and these efforts will be stepped up and widened beyond our local catchment area. 5

6 Queensferry Ambition will look to develop a series of experiences" to draw people into the towns and remind customers of the breadth of offer: retail food & drink, leisure, accommodation, community and the creative sector. We are aware that the general trends for towns such as Queensferry are to give their customers a convenient" experience. Better car parking provision and signage for our customers are key while improving the access to/from Dalmeny station is important, too. Convenience for customers also means a better online presence for our businesses and Queensferry Ambition will help those businesses that wish to extend their share of the market by increasing their online footfall. In short, those businesses with an online presence will be able to grow their business. Delivering on many of the initiatives remains a key objective and Queensferry Ambition remains ideally placed to gather external funds to deliver on these: The West End Realm Study (Charrette) facilitated by Queensferry-based W. T. Architecture was led by Queensferry Ambition. The Charrette proved the value of the BID to the wider community with over 660 people s views taken on board and the Study recommended a string of projects that would improve the infrastructure of Queensferry and ultimately the attractiveness of the town. Queensferry Ambition is well placed to deliver on these projects through negotiations with the City Council, landowners and by making funding applications to pay for them. Queensferry Ambition also commissioned another local business, The Paul Hogarth Company, to produce a major signage strategy Orientation & Interpretation Signing Strategy North and South Queensferry. Queensferry Ambition is using this signage strategy as the basis of a major funding application on 2nd March 2017 to the Heritage Lottery Fund in partnership with the City of Edinburgh Council and Fife Council. Many other projects, including a public WiFi system, will be included as part of the application to link the two Queensferry communities via the existing road bridge. OVERALL, WE BELIEVE THIS REPRESENTS AN EXCITING WAY FORWARD FOR QUEENSFERRY AND WILL SEE THE DEVELOPMENT OF MORE TANGIBLE PROJECTS THAT BID LEVY PAYERS AND THE COMMUNITY CAN IDENTIFY WITH. 6

7 THE QUEENSFERRY BID PROPOSED PROJECT ACTIVITIES The four key areas for action are: EVENTS, MARKETING AND PROMOTION ACCESSIBLE AND ATTRACTIVE TOWN INVEST - BUSINESS SUPPORT BUSINESS LED, BUSINESS MANAGED 1. EVENTS, MARKETING AND PROMOTION Queensferry Ambition will build on the pride and community spirit of past successful events to develop an Events and Marketing Strategy targeting locals, visitors and businesses to make Queensferry their destination of choice. The Queensferry BID will focus on the strengths of Queensferry highlighting its business and retail offering, quality restaurants and cafes and its world class iconic views based on the Forth Bridge World Heritage Site. MARKETING AND COMMUNICATIONS Campaigns to showcase Queensferry businesses to consumers within the local catchment area and beyond (e.g. into Fife, Stirling, Falkirk, Edinburgh and Lothians). Measurement: Social Media, podcasts and Websites. Benefits to levy payers: Promoting all businesses to consumers Business Feedback. FESTIVE FERRY BOOKLET Expand this to include more business information and offers.enhance and increase circulation both in print and digital versions Measurement: Business and resident feedback Benefits to levy payers: Add value to business promotions and offerings 7

8 THEMED ON STREET EVENTS & ACTIVITIES Fringe on the Ferry, Active Travel. Marking the opening of the Queensferry Crossing, Historic Events (working with local History and Heritage Groups), Festive Events Measurement: Customer/Business survey. Increased footfall. Retail spend. Benefits to levy payers: Additional footfall & spend by customer. Business promotional opportunities. Promotion of BID area locally and nationally. Civic pride & feel good factor. VISITOR WEBSITE The ultimate Queensferry destination marketing website. Continually updated and customer focused. Measurement: Company visibility, website hits, signing up. Benefits to levy payers: Provides information to businesses, visitors and residents. Free promotions for businesses. BUSINESS OPEN DAY To encourage all types businesses to open their doors to other businesses to share knowledge and encourage partnership working Measurement: Number of participating businesses Benefits to levy payers: Working with local businesses to benefit local economy CRUISE FORTH PARTNERSHIP Ensure they know what Queensferry has to offer. Encourage offers and activities that meet the needs and expectations of cruise passengers. Work closely with Cruise Forth to ensure Queensferry is promoted on board and at disembarkation Measurement: Visitor survey. Business feedback. Benefits to levy payers: Promotion of businesses. Improve visitor footfall into Queensferry 8

9 2. ACCESSIBLE AND ATTRACTIVE TOWN It is vital that the Queensferry Ambition makes it as easy as possible for people to access the town with relative ease including from motorway signage from the new Road Bridge junction highlighting Queensferry as a destination worth visiting. With clearer street signs, improved visitor information/ facilities, better traffic management and more parking, visitors will be able to find what they are looking for, discover the unique character of Queensferry, stay longer, spend more money and revisit our historical town. UPDATED QUEENSFERRY VISITOR INFORMATION MAP/GUIDE Continue to improve the map, and information for visitors Measurement: Number of public enquiries.business feedback. Benefits to levy payers: Improve town and business exposure. Potential for increased customers. FOOTFALL COUNTERS Installation of footfall counters will provide critical business intelligence. Measurement: Weekly footfall counts. Business feedback Benefits to levy payers: Data Analytics to highlight actual figures and trends of footfall into the town and businesses. HERITAGE LOTTERY FUND APPLICATION Focus on the strategic development and delivery of a high quality, enjoyable and informative visitor experience around the Forth Bridge World Heritage Site, the adjacent communities of South and North Queensferry, and the Forth. Installation of WIFI and improving broadband within the town centre. Informing what the area has to offer in heritage, history, culture, visitor attractions, leisure, activities and wildlife. To deliver positive outcomes - educational, social and economic benefits to the local residential and business communities. Create a Visitor Centre Timescale: Measurement: Increased visitor numbers. Increased number of residents using local facilities Benefits to levy payers: Improve visibility of businesses and places of interest in South Queensferry to all visitors HIGH STREET REFURBISHMENT Work closely with CEC and businesses to ensure consultation and best outcomes. Opportunity to look at traffic flow, improved parking provision and future plans to improve infrastructure e.g. WIFI and Broadband Timescale: Measurement: Business and Residents feedback Benefits to levy payers: Upgrade streetscape to be more attractive to businesses, residents and visitors. FLORAL ENHANCEMENTS Visually improve the town Measurement: Number of hanging baskets and floral tubs placed across the town Benefits to levy payers: A more attractive trading environment helps public perception of the area. THE GUARDIAN OF THE BRIDGES Installation of sculpture at McIver Brae Timescale: 2017 Measurement: Business, visitor and resident feedback Benefits to levy payers: Adds value and interest to landscape. SUPPORT COMMUNITY GROUPS Measurement: Evaluation report of support given. Benefits to levy payers: Adds value to existing projects. A more attractive environment. Encourages civic and community pride. 9

10 3. INVEST BUSINESS SUPPORT Queensferry Ambition will work to improve trading conditions and provide support for business. The BID will assist established and new firms to find ways to attract investment and deliver jobs in a more cost-effective manner. BUSINESS COST REDUCTION AND WASTE MANAGEMENT PROGRAMME Continue the successful business cost reduction programme (with Business Advisory Support) and improve the commercial waste management for businesses (with Changeworks Recycling) Measurement: Number of businesses helped and total amount of money saved for BID levy payers. Total number of improve commercial waste management. Benefits to levy payers: Make businesses aware of the benefits of working with the BID to cut costs (utilities, communications) and also to better manage their commercial waste to prevent enforcement action. Effective waste management prevents bin bags being left out for seagulls to attack and fewer bin lorries through our streets. BUSINESS GRANT SUPPORT Campaigns to showcase Queensferry businesses to consumers within the local catchment area and beyond (e.g. into Fife, Stirling, Falkirk, Edinburgh and Lothians). Measurement: Social Media, podcasts and Websites. Benefits to levy payers: Promoting all businesses to consumers Business Feedback. TRAINING & RECRUITMENT SUPPORT Employer Events and Recruitment Fairs Timescale: Measurement: Customer service feedback. Monitor placements outcome. Employee / employer assessment Benefits to levy payers: Well trained members of staff offer a better customer experience. Reduce unemployment Good PR. Financial incentives. Jobs + Training = success ATTRACT ADDITIONAL FUNDING & GRANTS TO SUPPORT BID PROJECTS Funding applications will be made to attract external funding for a range of projects to support businesses. Measurement: Award of grant. Benefits to levy payers: Bring further investment into the BID area. DEVELOPMENT AND DELIVERY OF PROJECTS HIGHLIGHTED IN THE WEST END CHARRETTE Subject to securing project funding Timescale: Measurement: Business to feedback on recommendations. Benefits to levy payers: Better visitor facilities, improved parking and better connectivity with town. BUSINESS START UP INFORMATION & WELCOME PACKS Timescale: Measurement: Number of packs issued. Benefits to levy payers: One point of contact. New businesses provided with local information. Ensure new businesses added to web site and mailings. BUSINESS MENTORING PROGRAMME Timescale: Measurement: Achieve a minimum of 5 business/ mentor partnerships. Benefits to levy payers: Shared knowledge and resources. Benefit from successful mentor. Grow business network. 10

11 4. BUSINESS LED, BUSINESS MANAGED Queensferry Ambition will facilitate a vibrant local business network and promote meaningful engagement with the wider community. The BID will act as a strong lobbying body to ensure that the views of businesses are represented at the highest level in all relevant public and private agencies. BUSINESS (BID) WEBSITE Continue to improve and enhance content to meet business needs. Timescale: Measurement: Delivery of project. Web hits. Business enquiries. Benefits to levy payers: Increase profile of BID projects and businesses. One stop shop for business information. Promotional opportunity. Grow business network. BUSINESS INFORMATION EVENINGS Clinics run by specialists offering support and guidance on a number of issues affecting business in today s economic climate e.g. marketing, media, pensions. Measurement: Number of participants. Benefits to levy payers: Provide BID members with an opportunity to share good practice and work on joint activity. REGULAR MEETINGS WITH CEC, QDCC & BID BOARD AND LOCAL COMMUNITY GROUPS AS REQUIRED. These are designed to represent the views of BID levy payers. Measurement: Scheduled meetings. Benefits to levy payers: Develop a strong communication channel should there be any issues, and/or opportunities for partnership working QUEENSFERRY AWARDS These Awards will focus on recognising and recording excellence in business and in the community throughout Queensferry. Timescale: 2018 and 2020 Measurement: Business and Community Involvement Benefits to levy payers: Increases business confidence and competitiveness and community pride. PR opportunity. QUEENSFERRY BUSINESS DIRECTORY Integral to the web site highlighting what businesses do. Measurement: Number of enquiries and people using service. Benefits to levy payers: Promotional opportunity. Awareness of diverse and professional mix in Queensferry. Marketing tool to drive footfall. QUARTERLY BUSINESS MARKETING AND NETWORKING EVENTS Measurement: Number of participants. Benefits to levy payers: Expand business network. Raise business profile.opportunity to persuade other BID members to use your services. 11

12 THE BID AREA ONE FOR ALL AND ALL FOR ONE The Queensferry Ambition BID has a wide range of BID levy payers including commercial businesses, the Council, Police Scotland and community organisations and churches. The Board believe this one for all and all for one approach should continue as we are one community and the BID area is shown opposite: Thank you for taking the time to read this draft Summary of what the Queensferry Ambition BID will deliver for and on behalf of you and the Queensferry community. I trust you found it interesting and informative, and would be energised by the possibilities that Queensferry Ambition will deliver. We believe this represents a compelling vision for the BID and a forward thinking plan for Queensferry and, with your support through a YES" vote, we will make it happen. If you have further comments to make on this please them to info@queensferryambition.co.uk by 25th January Best wishes, Rev. David Cameron Chairman 53 High Street South Queensferry EH30 9HP T: E: info@queensferryambition.co.uk W: queensferryambition.co.uk visitqueensferry.com F: QueensferryAmbition / VisitQueensferry 12