AIMING HIGH FOR SOUTHEND S FUTURE...

Transcription

1 AIMING HIGH FOR SOUTHEND S FUTURE... Southend-on-Sea Town Centre and Seafront Business Improvement District (BID) Business Plan 2013 to 2018

2 BUILDING ON OUR ACHIEVEMENTS Over the last five years, the Southend Town Centre Partnership (STCP) has achieved great things for the town centre and seafront. Now it believes that a Business Improvement District (BID) is essential for Southend s long-term growth and prosperity. Home to a diverse mix of shopping centres, independent shops, tourist attractions, bars, restaurants, offices and large university and college campuses, Southend-on-Sea is a thriving seaside resort with enormous potential. London Southend Airport has recently expanded to accommodate 2 million passengers a year flying to and from international destinations, and two direct rail routes link the town and airport to London connecting Southend with millions of potential visitors. 176,000 LOCAL POPULATION 6 million VISITORS EVERY YEAR Since its establishment in 2007, the STCP has worked tirelessly with the Council to deliver a range of benefits to the town centre and seafront and encourage Southend to discover its true potential, such as: Popular cultural events, such as the Christmas lights switch-on and Chinese New Year celebrations Improved marketing, advertising and promotion to attract new visitors New decorations to brighten the town centre Helping Southend win the prestigious Purple Flag award for its excellence in evening economy management However, this is only the beginning. Like so many other locations, Southend has ambitious plans for the future. The STCP recently conducted an extensive survey to identify the future needs and aspirations of local business, and the results reveal a desire for improvement which exceeds current funding availability. Businesses also expressed a strong desire to work together to ensure that the town centre and seafront can make the most of their combined potential and remain ahead of the competition. A future of success Therefore, the STCP is proposing that a BID is created. A vote in favour of the BID will unlock up to 2.7 million of investment for the town centre and seafront over the next five years, which will enable Southend to build on it s achievements and not only deliver your recommendations, but also sustain them. A BID is crucial to securing a prosperous, successful future for Southend much has been done, but there remains much more to do. 03

3 INTRODUCING THE BID It gives me great pleasure to introduce our plan to launch a BID in Southend. The STCP has been tremendously successful over the past five years. Our recent survey showed that local businesses have enjoyed the benefits of what we have done and now want to see the reach of our work extended even further. Having looked into how we can best meet your expectations, I am convinced that a BID, in which all businesses work together to fulfil a set of planned improvements, is the best solution. In difficult economic times, a BID is vital for the continued growth and prosperity of the town centre and seafront. This business plan outlines an ambitious programme of improvements as voted for by local businesses which will help Southend continue to attract new businesses, customers, employees and students. 5 YEAR PLAN FOR THE FUTURE 2.7 million OF LOCAL INVESTMENT In developing this plan we have worked with many organisations, who I would like to thank for their continued encouragement, as well as Southend-on-Sea Borough Council, who have been extremely supportive. I hope you agree that our town centre and seafront have fantastic combined potential. While we have achieved much together over the last five years, your responses to our survey show that there is still much more we can do. A BID will allow us to deliver the improvements you are telling us you need most. If you want to join me in ensuring that Southend can enjoy an even brighter future, I encourage you to vote YES in the ballot in October and November. Regards, Dawn Jeakings Chair, Southend Town Centre Partnership Dawn Jeakings Centre Manager The Royals Shopping Centre Pictured at Tomassi s Restaurant 05

4 THE BID AREA To include Southend Pier This image is for purely indicative purposes and acts as no guarantee that any property will be included in the BID. 07

5 A PROFILE ON BIDS In 2004, following successful models in Canada, America, South Africa and Australia, the UK introduced legislation for the creation of BIDs. Since 2004, more than 135 BIDs have been created, including those in London, Newcastle, Swansea, Nottingham, Brighton, Liverpool and Edinburgh. More locally, Ipswich, Great Yarmouth, Bedford, Bury St Edmunds and Norwich have all benefited from BIDs. BIDs succeed because they are focused, entrepreneurial and cost efficient providing a powerful and fast response to business needs. They do not replace local authority and police services, but provide additional, supplementary resources. To stay ahead, Southend businesses must work together a BID offers us that opportunity Philip Miller MBE, Executive Chairman The Stockvale Group of Companies Pictured at Three Shells Beach BIDs are established by a ballot amongst participating businesses and have a maximum term of five years before they have to return to their electorate for renewal. Funding comes from a small levy on each rateable commercial property in the BID area. Increasingly, BIDs are becoming a means to move ahead of other locations, and businesses and consumers alike are choosing BID towns and cities over their competitors. That s why so many locations now want a BID! 09

6 YOUR VISION FOR THE FUTURE Close consultation with local businesses has been a key part of the STCP s work over the past five years. The STCP now wants to create a BID so that it can continue to listen to you and lead the campaign for even more improvements to the town centre and seafront. Since its establishment in 2007, the work of the STCP has constantly been informed by the views of its stakeholders. Close collaboration with businesses and the Council has enabled the STCP to develop a unique insight into the evolving needs of the town centre and seafront perfectly positioning it to act as the steering group for the BID. In its largest survey of business confidence and future aspirations to date, a questionnaire was issued to every business that may be included in a future BID, with a response rate of 42%. Once again, the STCP listened to you, and your responses, combined with advice from head offices of national business, have shaped this proposal. Improvements to safety 29% Improvements to marketing 26% Improvements to environment and streetscape 22% Improvements to representation 21% PRIORITIES Other 2% The BID will not stop listening Once created, the BID will continue to value your opinions, with a number of provisions to ensure that your interests remain at the heart of its work. Annual business surveys to assess the impact of new BID services. Annual presentations of results and listen to feedback. A mid-term visitor survey to measure improvements to the perception of Southend. A mid-term independent 360 review of BID performance. The BID s impact and the more general performance of the Southend economy will be assessed using key performance indicators, such as crime statistics, footfall data and spending within the BID zone. Such close scrutiny will allow greater control and flexibility of resources so that the BID delivery can adapt quickly to changing business needs. To make sure the management of the BID meets levy payers expectations, it will apply for a dual accreditation from the national membership organisation, British BIDs, certifying the high quality management and successful delivery of the BID. 11

7 Closer links between the Police and businesses will improve Southend s reputation as a safe place Inspector Bill Potter, Essex Police Pictured at Adventure Island A SAFER PLACE TO BE Improving perceptions of Southend as a safe place to be is an important part of encouraging more people to shop, work and study in the town. A variety of new BID services will tackle crime and anti-social behaviour in the BID zone and make Southend a more welcoming place for visitors. Your recommendations: Additional, visible uniformed presence 27% Crime reduction initatives 26% Family friendly 18% Co-ordination of evening economy 11% SAFETY Improvements to lighting 10% Improvements to town link radio 08% What the BID will deliver Street Rangers A uniformed team of Street Rangers will be on hand to welcome visitors, as well as assisting the Police and businesses in cutting crime and anti-social behaviour. Town Link The Town Link radio system will connect businesses, the Police, CCTV operators and the new Street Ranger team, allowing them to work together to improve town security. Reducing Crime The BID will compile a database of frequent offenders and launch an exclusion order scheme. All BID businesses will receive information on known offenders. Evening Economy Additional crime reduction initiatives will strengthen Southend s growing evening economy. Child Safety Creation of a family friendly zone will encourage more family visits to the BID area, and wristbands that contain information on how children can be reunited with parents if lost will be made available. Promotion Utilising both traditional and social media, the BID will distribute news that highlights crime reductions and promotes Southend as a safe place to visit. Lighting To enhance the feeling of safety in the BID zone, businesses will choose and support at least one area of lighting improvement every year. 13

8 PUTTING YOUR TOWN ON THE MAP The BID will run high visibility marketing and promotional campaigns to raise the local, regional and national profile of Southend pushing more economic capital into the BID zone in the shape of new businesses, property development, visitors, employees and students. Your recommendations: More and better promoted events 27% Car parking and transport promotions 26% Social media, advertising and PR campaigns 16% Banners and signage 12% MARKETING Customer loyalty scheme 11% Website and mobile app 09% What the BID will deliver Website An exciting new website connecting with Visit Southend will promote the BID zone, update visitors on upcoming events and promotions, and include listings for all BID businesses. Mobile App Utilising GPS and wi-fi hotspots, a new Southend app will harness the information from the website to notify new and returning visitors of events, promotions and daily offers. Southend Offers Businesses will be able to promote themselves quickly, easily and cost-effectively through a new online and smartphone offers scheme. Multimedia Advertising Campaigns across the full breadth of media channels including radio, PR and social media will promote the BID zone as an attractive place to visit. Events A host of new events will build on the success of existing promotions like the Christmas celebrations, the Italian Festival and the seafront fireworks display. Maps & Signage Investment in additional maps and signage will complement the Council s existing schemes and enhance the visitor experience in Southend. Transport Initiatives Promoting public transport and car parking offers will encourage more new and returning visitors, longer dwell time and increased consumer spending. 15

9 RAISING THE STANDARDS When customers, employees, students and new businesses decide upon the best place for them, an important factor in their decision is the appearance and on-going investment in the look and feel of the location. The BID will enhance the general appearance of the BID zone, making it a tidier and more appealing destination for everyone. Your recommendations: The Council fully supports this BID which will raise standards in the town centre and on the seafront John Lamb, Deputy Leader Southend Borough Council Pictured on a patrol vessel off the pier head Anti-litter campaign 21% Extended street cleaning 20% Chewing gum removal 18% Graffiti and fly-posting removal 18% ENVIRONMENT Wi-fi hotspots 11% Energy saving initiatives for business 11% Improved shopfront/vacant unit appearance 28% Signage and mapping 20% STREETSCAPE More themed markets 18% Improvements to street furniture 14% Additional floral displays/planting 10% Improved and additional christmas displays 10% What the BID will deliver Cleaning Tackling graffiti, removing chewing gum, grot spot deep cleaning and preventing fly posting will help transform the BID zone into a more pleasant place for all. Vacant Shops The BID will improve the appearance of empty premises and help to encourage new businesses to move to the town. Streetscape Every year there will be a dedicated fund for additional investment in replacing and repairing street furniture to ensure Southend remains an attractive destination for visitors. Planting Existing floral displays will be reviewed to look at ways of creating a more colourful destination, with the potential of promoting a floral trail around the town. Christmas Lighting There are plans to improve the current festive lighting, which is already a major attraction, with extra lighting displays on the main gateways to the High Street. 17

10 A STRONGER VOICE FOR COMMERCE Once established, the BID will continue to listen to the opinion of businesses, who will have an increased say in the management of their trading environment. Businesses will benefit from a unified voice, more support, and better communication enabling them to work together for their mutual advantage. Your recommendations: Newsletters, social media and website 24% Reduced business costs by joint buying 18% Business networking events 17% Performance data 15% REPRESENTATION A unified voice for business 14% Business surveys, mystery shopping 12% What the BID will deliver Business forum A levy payers group will act as the voice of business, providing the opportunity to feedback on the BID and better inform its future work. BID Management Team While the Council will continue to fund the post of the Town Centre Manager, who will support the BID, levy funds will provide an additional BID Coordinator role to ensure the maximum efficiency. Online Support The BID website will feature information on levy paying businesses. All stakeholders will be able to update their information, offers and daily deals on both the website and mobile app. Regular Feedback bulletins, social networking, newsletters and information sessions will keep levy payers up-to-date on what s going on in the BID zone. Measuring Performance Annual surveys will invite all businesses to share their views on BID services. The BID will distribute the survey results, along with more frequent data on trading performance, footfall, crime, public transport and car parking usage, to all businesses. Networking In addition to the annual presentations and feedback events, regular networking sessions will open channels of communication and facilitate working relationships between businesses in the BID zone. Working Together The BID will bring businesses together to collaborate on marketing and promotion and reduce costs through bulk-buying initiatives. There will be a fund for encouraging commerce in the BID area through grants to independent businesses. A Single Voice As a strong representative voice for all levy payers, the BID will be able to develop more meaningful and effective discussions with the Council and other bodies. 19

11 BID Rules In developing the rules that will apply to the BID, consideration has been given to The Industry Criteria and Guidance Notes for BIDs (2012) published by British BIDs on behalf of the British Retail Consortium, the Inter Banking Rating Forum and the Federation of Small Businesses. The Ballot 1. Southend Council will send those responsible for properties or hereditaments to be subject to the BID a ballot paper ahead of the start of ballot on 26th October Finances 1. It has been assumed that 97.5% of the billed levy will be collected each year, and this collection rate has been applied throughout the term. More visitors, staying longer and spending more is just one reason why we should all support the BID Robert Price, General Manager Park Inn Palace Hotel Pictured onboard Pier Train 2. Prior to this date, the Council will have completed a canvass process to identify a voter list which will be used for the purposes of the ballot. 3. Each property or hereditament subject to the BID will be entitled to one vote in respect of this BID proposal in a 28 day postal ballot which will commence on 26th October 2012, and close at 5pm on 22nd November Ballot papers received after 5pm on 22nd November 2012 will not be counted. 4. In order for the proposal to be successful at ballot the result will need to meet, as a minimum, two independent criteria which are: (a) of those ballots returned by the close, those voting in favour of the renewal proposal must exceed those voting against it, and (b) of those ballot papers returned by the close, the total rateable value of those properties or hereditaments which vote in favour, must exceed the total of those voting against. 5. The result of the ballot will be announced as soon as practically possible after the close of ballot. 6. If successful at ballot, the BID will commence delivery of services in April 2013 and will continue for a period of 5 years to The budgeted income from levy collection in the first year is 380, The average budgeted annual levy available to be spent by the BID for the term is 403, A contingency provision on expenditure provides for an anticipated surplus of 97,857 by the end of the term which equates to 4% of expenditure. 5. Income in addition to the levy will be generated to assist the BID with achieving its objectives. A confirmed total payment of 192,000 is to be made in annual instalments by the Council over the 5 year term. In addition, the Council will continue to fund town centre management by way of an in-kind contribution of 419,500 during the term. The STCP has a strong track record of generating income through sponsorship which will continue and, in addition, it will launch a Friends of the BID scheme to encompass businesses who wish to be involved with its work but are not subject to the levy. Other sources of funding will also be sought. 6. Total additional income, including in-kind contribution, is budgeted as 711,500, or 35% of anticipated levy income over the term. 7. Operating costs of the BID, including levy collection charges, are estimated as 17% of total expenditure. 21

12 The STCP has listened to local recommendations, and the BID can deliver what we need Carol Anson-Higgins, Vice Principal South Essex College Pictured at Southend Radio Station The Levy 1. The levy rate to be paid by each property or hereditament is to be calculated as 1.5% of its rateable value as at the chargeable day (notionally 31st March each year). 2. Only properties or hereditaments with a rateable value of 12,000 or more will be liable for payment of a levy. 3. The number of properties or hereditaments liable for the levy is estimated at The levy rate will be increased by the fixed rate of inflation of 3% per annum. 5. The levy will be charged annually in full for each chargeable period to be April to March each year, first payable in July 2013, and then annually each April. No refunds will be available on the levy charged. The levy must be paid in one payment. 6. The owners of untenanted properties or hereditaments will be liable for payment of the levy. 7. As is normal practice, occupiers within managed shopping centres (in this case the Royals Shopping Centre and the Victoria Shopping Centre) that are subject to a service charge for management, marketing, security and cleaning services will pay 50% of the levy that would otherwise apply. 8. Charitable organisations that are subject to relief on their business rates liability will pay 20% of the levy that would otherwise apply, which mirrors the NNDR system. 9. Any discretionary discount (as above in sections 7 and 8) will be limited to a maximum discount equal to that offered to charitable organisations in the case that charitable organisations are based within the shopping centres. 10. The rating revaluation proposed for 2015 will be ignored for the purposes of calculating the levy. Instead, the rateable value from that time will be defined as the rateable value assigned to a hereditament immediately prior to the formal adoption and implementation of revised 2015 rateable values (likely date 31st March 2015). 11. The exception to this will be any change of use or a physical change to a property or hereditament including inter alia; new construction, merger, subdivision, extension and refurbishment. 12. If, during the term, the rateable value assigned to a property or hereditament falls below 12,000 for whatever reason (either through physical change, change of use, or revaluation arising from the adoption of the 2015 Rating List), the property or hereditament will be exempt from the levy from the next chargeable period. 13. If, during the term, a property or hereditament with a rateable value which had previously been below the 12,000 threshold is assigned a new rateable value which is above 12,000, the property or hereditament will be not be liable for the levy unless the increase results from a change of use or physical change, as previously described. 14. Southend Council will be responsible for collection of the levy and will charge a budgeted annual fee of 12,950 (a rate of 35 per hereditament) to do so. Governance 1. A new not-for-profit Company will be formed to manage the BID. Initially, the Board of the Town Centre Partnership will operate as the initial BID Committee. 2. Within one year from commencement of trading, the BID Committee will establish a procedure for electing a formal Committee which shall be made up of representatives of all levy paying businesses, including town centre and seafront traders, and who will then be elected annually. A suitable rotation policy will be developed. Additional members may be co-opted, as required. Nominated representatives from the Council (the relevant Portfolio Holder or nominated substitute, together with a senior council officer acting as an observer) and the Police will not be subject to the annual election process. The Committee will always include the Chair of the BID Business Forum. 3. The existing Town Centre Manager will remain in post and will work to the BID Company in a BID management role by way of a Service Level Agreement. In addition, the BID will provide sustainable funding for a BID Coordinator role to assist the management role. 4. Each year, the Committee members will elect a Chair, who shall be a business representative. 5. Subject to full consultation with the Business Forum, the Committee shall have the ability to vary service delivery and expenditure allocation according to the changing demands of levy payers. However, any change to the BID boundary or to the levy rate proposals would require an alteration ballot. 6. Businesses within the BID area whose rateable value is under 12,000, and those outside the area, will be encouraged to support the work of the BID through a Friends of the BID scheme. 7. An Operating Agreement, which includes the Council s baseline service commitments, has been agreed with Southend Council. A copy will be found at 8. Notice of the intention to hold a ballot was given to the Secretary of State on 12th July Notice of Ballot will have been sent to participating businesses by Southend Council within the required statutory period. 23

13 2.7 million to invest over the next 5 years makes the BID crucial to the successful future of Southend Antony Tomassi, Tomassi s Restaurant Pictured at City Beach BID Budget Income Years Total Levy income 380, , , , ,064 2,019,208 Additional council income 49,000 35,750 35,750 35,750 35, ,000 Additional income 20,000 20,000 20,000 20,000 20, ,000 Council in-kind contribution 83,900 83,900 83,900 83,900 83, ,500 Total Income 533, , , , ,714 2,730,718 Expenditure Improving town safety 111, , , , , ,969 (23%) Winning new customers 127, , , , , ,676 (22%) Raising the standards 84,500 89,400 93,827 95,282 96, ,274 (17%) Working for businesses 110, , , , , ,192 (21%) Operating costs 90,950 90,950 90,950 90,950 90, ,750 (17%) Total Expenditure 524, , , , ,144 2,632,861 Surplus/Contingency 8,379 20,024 19,936 22,950 26,569 Total Surplus 97,857 25

14 5 PEOPLE, 5 REASONS FOR 5 YEARS OF INVESTMENT An improved Southend will be more appealing to students when choosing where to study Bryn Morris, Registrar and Secretary University of Essex Pictured at the Park Inn Palace Hotel We all want Southend to thrive in the future and the BID gives us that chance Dennis Baldry, Centre Manager The Victoria Shopping Centre Pictured on Southend High Street The BID can unite us in working towards the shared objectives of the town centre and seafront Denise Rossiter, CEO Essex Chamber of Commerce Pictured in The Victoria Shopping Centre The BID s marketing plans will drive more customers to Southend great news for all businesses Gary Ridgeon, Store Manager Marks & Spencer Pictured at Adventure Island 5 steps to help Southend unlock a bigger, better future Step 01 Ballot papers will arrive at all BID zone businesses asking them to vote Step 02 Voting YES will establish a BID in Southend for the next five years and secure up to 2.7 million of investment No matter what type of business you run, the BID is sure to have a positive impact on trade Mark Bartrip, McDonalds Pictured in The Royals Shopping Centre Step 03 Step 04 Step 05 Ballot papers must be returned no later than 5pm on 22nd November 2012 If a majority of those who vote are in favour, the new services will be guaranteed Businesses can then get involved in an even more exciting future for the town centre and seafront five years of new investment, new ideas and new customers! 26

15 The Southend Town Centre Partnership c/o The Royals Shopping Centre, High Street, Southend-On-Sea, Essex, SS1 1DG Attn: Dawn Jeakings, Chair t: e: