Renewal Proposal final artwork:layout 1 21/10/11 12:16 Page R E N E W A L

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1 RENEWAL

2 Heart of London Renewal Proposal

3 LISTENING & EVOLVING Our purpose is to support the commercial wellbeing of the businesses and organisations we represent here in the Heart of London. In February we will be seeking to renew this mandate for a further five years, building on the tangible results achieved over the past ten years. This Proposal sets out our plans for the future reflecting the priorities you have laid down priorities we hope you will be voting for. Over the years your involvement has directed and informed our work and allowed us to take great strides forward on your behalf. Operationally, you told us we re delivering but there is still more to do so we have structured a robust plan to affect further change and deliver more improvements with a greater attention to detail. Strategically however, there is a real appetite for a step change in how we influence at local authority level and with other key partners. We ve listened and will ensure we deliver the scale and scope of change you want to see. On a number of recent occasions we have seen great value from coming together with other lead organisations to approach issues with one voice. This is evident in our collaborative marketing approach through the West End Marketing Alliance; through our joint approach to the Metropolitan Police Authority influencing the future management of protests and demonstrations in our area and also through the value added savings and cost efficiencies we can affect through economies of scale. Group approaches like these ensure your voice is powerfully communicated to those who govern and shape our political, cultural and trading environment. We will, however, never lose sight of the area-specific issues that impact your business on a day to day basis. We have developed clear strategies to manage the differing needs of our evening and daytime economies to ensure we build on the good work achieved so far and deliver against the issues ahead. With major events on our horizon from the Queen s Diamond Jubilee to the London 2012 Olympic and Paralympic Games, we will continue to work with you to maximise these opportunities and extend their legacies. 4

4 Many businesses outside our current area are recognising the benefits of what we do and over the past year we have been invited to explore the potential of extending the existing Heart of London area to include Piccadilly and St James s. There is a good business case for expansion of our geographical footprint to help further connect our world-leading locations. Whilst each area will retain its own Business Proposal, the extension would offer financial advantages and benefits which can be shared. This represents an exciting new development and is an integral part of this Renewal Proposal. In summary, we are determined to deliver even greater influence and impact at senior level in the board room and at grass roots on the streets. This Proposal reflects our extensive business consultation with you, prioritises the main tasks we must accomplish and how we intend to tackle them on your behalf in the five years ahead. Your feedback has been fundamental. Thank you. Sarah Porter, Chief Executive Heart of London Business Alliance We see the importance of BIDs in helping champion and support thriving trading communities and as such enjoy a collaborative partnership with Heart of London which I believe benefits both private and public sectors alike. Councillor Brian Connell, Cabinet Member, Westminster City Council 5

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6 Contents Your Priorities 8 Proposal Summary 9 Influencing the Agenda 11 The Year Delivery Plan Managing the Streets 16 Positioning and Promoting 26 Connecting with You 33 Driving Down Costs 37 Governance 40 Reporting and Evaluating 41 Finance 42 Using Your Vote 43 Area Maps 44 BID Area Streets 47

7 YOUR PRIORITIES Achieving more through collective action Giving higher priority to street management Building the profile of the area whilst showcasing specific locations Handling the 24/7 dimension of the area Creating and making the most of events Building more of a family-friendly dimension Managing the pedestrian congestion at peak times Incentivising employees to use the area s businesses more Encouraging more connectivity as part of London s West End Optimising the London 2012 Olympic and Paralympic Games as a catalyst for more joined up working and new ideas 8

8 PROPOSAL SUMMARY Influencing the agenda through communicating a strong, united business voice on the wide range of issues you prioritised through consultation, to meet our collective ambitions and effect positive change. Through extending our geographical area to encompass more iconic destinations, businesses and brands in Piccadilly and St James s, we further strengthen our business voice, influence and impact. Effective management of the streets with clearly defined responsibilities and priorities to tackle crime and anti-social behaviour, ticket and taxi touting, illegal street trading and street cleansing. We have step-changed our relationships with our partners, Westminster City Council and the Metropolitan Police, to create a new way of working which ensures the Heart of London is now fundamental to delivery. We have negotiated a tailored strategy which ensures for the very first time that the street management teams are bespoke to this area. implementation and upgrading our free Radio Link service to better share vital intelligence. Business communications which provide a vital two-way artery of factual, timely intelligence. Engagement which ensures we are problem-solving through our Heart of London Ambassadors on the streets and ensuring our businesses are included in relevant events and at sector and issue specific forums. Our comprehensive reporting and evaluation procedures will analyse our performance and show return on investment. A promotional strategy to support businesses and inspire confidence for further business investment. A plan to drive tourism and spend, positioning the Heart of London as a vibrant part of London s West End as well as promoting the individuality of our key locations. We will be helping businesses optimise the opportunity of the London 2012 Olympic and Paralympic Games, championing unique ideas and spectacular events commensurate with our world class destination. Our aim is to increase footfall, dwell time and spend. Driving down costs through specialist procurement and economies of scale, ensuring we deliver genuine added value and tangible economic benefit. We will be continuing to implement successful schemes and investigating more initiatives to meet our businesses corporate social responsibility and environmental ambitions. We will be supporting planning applications from concept to 9

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10 INFLUENCING THE AGENDA Our team will be ensuring they are influencing the right people at the right time so your business priorities make the agenda and importantly, making way for you to sit at the table where appropriate to personally shape discussions going forward. As Chair of the newly formed Licensed Operators Forum, we are able to put our own case forward to those governing the Night Time Strategy for our area. This gives us a real sense of ownership; of being able to play a genuinely active role in how and what decisions are made. Stephen Richards, Chief Executive, Novus Leisure We must influence on a wide range of issues at many levels if we are to meet our collective ambitions: from central government and local authority to consumers on our streets. Over the past ten years our organisation has matured and earned its place as a credible contributor at strategic level, debating with policy makers to ensure your concerns are heard. You have told us clearly that this is vital and our impact and primary mandate for business going forward will be influencing decision makers to result in positive action on the issues that matter to you. No issue will be too intractable, even the seemingly unchangeable. A major step in our evolution will be the proposed extension to our area and remit, bringing into our fold more world class destinations, businesses and brands from the Piccadilly and St James s area. This will help us in further building our reach and influence over our combined trading environment, giving us a stronger business voice. As a business intermediary with the London 2012 initiative, Heart of London provides real insight which will help us make the most of the unique possibilities the Olympic Games offer. Stephen Greene, Executive Chairman, Ed s Easy Diner Holdings Ltd The genuine partnership approach we have nurtured here allows us to gather together as a Cinema Forum with Heart of London to work collaboratively to ensure we are delivering the best possible cinematic experience in the Square, bringing to life our proposition as the UK s entertainment capital. Paul Baxter, Operations Director, Empire Cinemas As Chair of Pub Watch I am a keen supporter of the intelligence and materials which Heart of London provide and particularly their role in bringing together those of us within this sector to share knowledge and ideas. Together we are stronger. Shona Mulvaney, General Manager, Moon Under Water (JD Wetherspoons) and Chair of Pub Watch 11

11 THE YEAR will see the unveiling of Leicester Square and we have plans for an exciting launch heralding a new era for this iconic site. We have championed and will deliver a robust ten year Management Plan ensuring the area is maintained to the highest levels in the future. Hosting and celebrating globally important events brings with it a world of opportunity - and realistically, some challenges to overcome. A major role for the coming year is to help you maximise the value of The Queen s Diamond Jubilee and The London 2012 Olympic and Paralympic Games, working hard to develop a programme of activities to ensure that our area is very much part of these momentous events whilst minimising disruption to your business. Already we have begun. We held our first Business Breakfast with you back in 2009, hosted by the Mayor of London and Lord Coe heralding what Games Time will bring to London. Since then we have been working hard to ensure we are your first port-of-call for news, information and advice. Our aim is to ensure we do everything possible to keep business moving, providing information and support before and during the Games. 12

12 We will continue to help you to assess: the operational impact to your business, planning for the traffic and congestion issues and how goods, deliveries and collections will be affected travel planning for employees through the Keep on Running campaign, ensuring everyone can get to work safely and on time. We will be hosting action plan sessions to help you in your own planning process the look and feel of the area, to make sure we are intrinsically connected to the Games and making the most of the opportunity. This is being led by the Mayor s Office everything from street banners to creating colour zones. We will be sharing advice with you to help business see how and where they can incorporate themes and materials to enter into the celebrations in cost-effective ways which reflect the vision for this event and inextricably link you to it Our team will continue working with Westminster City Council, the Metropolitan Police, the Mayor s Office and others as they prepare their operations. Every month we will be meeting with Westminster City Council to discuss current issues and their potential impact. As operational plans are firmed up we will ensure our businesses needs are kept at the forefront and dissemination of information is quick and factual. London 2012 will bring together the world s greatest sporting event and its greatest city. Businesses here are already helping deliver an economic, social and sporting legacy for years to come. Paul Deighton, Chief Executive, London Organising Committee of the Olympic Games and Paralympic Games how to join in the Welcome aspect where we can all play a vital role. We are integral to the Welcome to London initiative which is dedicated to delivering the best experience the capital has to offer through integrated, co-ordinated visitor information and resource planning. It is about ensuring our location is visitor-centric, reflecting our local content and personality With the sheer size of the opportunity and impact of this global event, businesses here on the ground work closely with Heart of London to ensure they are a truly representative voice of the retailers as well as being kept up to date on how plans are evolving. James Grieves, Area Manager - West End, London, Boots (UK) We are an active partner in the Welcome to London Advisory Group making sure your views are represented in how we welcome, marshal and entertain the many millions of visitors we expect in

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14 DELIVERY PLAN

15 MANAGING THE STREETS Effective Street Management remains paramount on your agenda. We have step changed our relationships with our partners, Westminster City Council and the Metropolitan Police, to create a genuinely collaborative structure, pooling our resources and skills to create a new way of working which ensures Heart of London is now fundamental to delivery. Working collaboratively with Heart of London means that together we are able to better prepare for and manage the issues that arise on our streets, both large and small. Simon Bray, Borough Commander, Metropolitan Police We have negotiated a tailored strategy which ensures for the very first time that our street management teams are bespoke to this area. A team of professionals dedicated to delivering the best possible results. MANAGING THE STREETS 16

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17 Business Neighbourhood Management Team This new Business Neighbourhood Management Team will be providing seamless and comprehensive street management services working to a three year strategy from We play an important role influencing and developing these plans and have ensured that the key priority is to tackle crime and disorder for the nighttime economy. Street Manager Business Neighbourhood Manager Safer Neighbourhood Team Neighbourhood Crime Reduction Team Heart of London Ambassadors Heart of London Wardens Partners Business Neighbourhood Manager: a central and senior role in the process of tackling crime and antisocial behaviour working with all parties and directly responsible for co-ordinating Heart of London Wardens Heart of London Street Manager: deputy to the Business Neighbourhood Manager, managing Heart of London Ambassadors and handling day to day issues and priorities. A direct operational link for businesses Heart of London Ambassadors: handling business liaison, reporting issues, problem-solving and delivering a welcome to visitors to the area Heart of London Wardens: patrolling, managing and enforcing local street management issues, helping sustain a cleaner, safer environment The West End & China Town Safer Neighbourhood Team, Neighbourhood Crime Reduction Officers, other local wardens and partner agencies will continue to feed into the structure and work as part of the overall team. This custom-built team provides strategic and operational management of the streets and is tasked to deliver the priorities you set out through consultation: crime and anti-social behaviour ticket and taxi touting illegal street trading street cleansing contingency planning for major incidents MANAGING THE STREETS 18

18 The threat of terrorism is always with us and working with Heart of London to raise awareness and mitigate risk through Business Briefings is vital. Continuity planning is just one area where we value the role the Alliance plays in helping us to safeguard our area and our people. William Differ, Operations Director, Delfont Mackintosh In addition, the Business Neighbourhood Manager, supported by the Street Manager, will be responsible for overseeing the Leicester Square Management Plan with key issues highlighted as follows: traffic management in the Square managing the public realm (related to people using the area) event management We will continue to fund Multi-Agency Crime Initiatives where we have demonstrated real success for example through: high visibility policing operations illegal taxi operations retail crime operations reassurance patrols business vigilance and awareness programmes Officers, as well as CCTV and other local agencies to help reduce crime and anti social behaviour. Integral to this Partnership is our Radio Link scheme and our hosting of regular Business Watch, Pub Watch and Cafewatch meetings to share information and discuss issues. There are recurring issues on our streets which need time and energy to resolve and I appreciate that Heart of London listen and champion my concerns to help not just my business but the area as a whole. Michael Levy, Business Owner When it comes to street management, it s all about attention to detail. We appreciate the need for a strategic masterplan, but it s the day-to-day detail that matters too and I think it is really important that Heart of London is committed to tackle both. Tony Hutt, Associate, Four Communications We will champion business continuity helping to arm and empower business through continuing to facilitate tactical briefings such as Project Griffin and Project Argus and developing crime prevention materials. Business Crime Reduction Partnership Through Heart of London Business Crime Reduction Partnership we bring our business members together with the Metropolitan Police and Westminster Neighbourhood Crime Reduction MANAGING THE STREETS 19

19 The Night Time Economy We will work together with Westminster City Council and the Metropolitan Police helping influence the future strategy and delivering the following objectives over the next three years: to reduce levels of violent crime including sexual assault and robbery by 2% to reduce levels of acquisitive crime by 1% to reduce levels of anti-social behaviour to mitigate the risk of terrorism to improve the feeling of confidence and safety within the public realm We have established a new Licensed Operators Forum, linking into the Night Time Economy Steering Group which is chaired and attended by businesses, ensuring appropriate and powerful representation. One of the first goals for this group will be to develop the relationship and connection between licensed premises door staff and the authorities. We will drive forward a plan to provide them with weekly updates and detail about current crime trends and suspects and encourage more use of the Heart of London Radio Link. The aim will be to empower the door supervisors with more knowledge about crime in the area and how best to manage crowds and where necessary crime scenes. We will also be staging seminars to bring the Police and door staff together to build rapport and confidence in working in partnership together. It s about making sure the environment is as safe at night as it is during the day. Our customers need to feel confident and welcomed whatever the time. Peter Sullivan, Managing Director, West One Foods, McDonald s Restaurants Street Performers As a result of an increasing number of issues relating to management of street performers, we will work with Westminster City Council to actively look at the provisions for busker licensing under the London Local Authorities Act A new licensing scheme would enable us to ensure we control the quality of performers on our streets addressing the issues raised by local businesses and residents. It will allow us to enforce against illegal, low quality performers and instead ensure a broad range of creative, lively entertainers who add value to our area. As the home of world class entertainment, our street performers should be the best in town a true reflection of all that is on offer here. Bob Thomson, General Manager, Sports Direct, Lillywhites MANAGING THE STREETS 20

20 Street Cleansing Since Heart of London has been in place here, we have seen a demonstrable difference in street cleanliness. It s essential they continue to keep up the standard. Jamie Campbell-Harris, Chief Financial Officer and Company Secretary, Incisive Media We know clean, fresh, litter-free streets remain high on your priority list. Street urination remains a real issue in our area and we will ensure we have the right cleaning programme to tackle this and other issues such as chewing gum removal as and where it is required. We are actioning the following to ensure we deliver an improved environment: Shaver s Place has long suffered from people using it as a public toilet. Heart of London has helped us reduce this greatly which makes it a better place for our team to work. Judy Fernyhough, Manager, American Express Travel Services From Alan Bennett to Kim Cattrall, Keira Knightley to Mark Rylance, we attract renowned actors and highly acclaimed productions to our West End Theatre. It s vital the areas surrounding our Grade II listed building are fresh, clean and welcoming as first impressions really count. I am confident the Heart of London team will remain on top of the task and in control. Juliet Hayes, Theatre Manager, The Harold Pinter Theatre (Formerly The Comedy Theatre) targeted cleansing of urination hotspots through daily monitoring purchase of a new cleaning unit to augment the current service regular street flushing to create a fresh welcome to the area enhanced public toilet provision and better signposting to toilet facilities litter picking at peak periods through employment of a dedicated street janitor Over the past ten years through collaborative working we have developed an intelligent approach to effective street cleansing. We will provide ongoing targeted cleansing support but also raise issues at a higher level to influence those setting the street management strategy agenda. Our Heart of London Ambassadors remain the eyes and ears on the streets, helping identify and rectify issues. These Ambassadors meet with businesses every day to listen and respond, providing the most effective process to manage the issues you raise. As before, we will establish baseline agreements with Westminster City Council to identify gaps and help provide additional cleansing support where necessary. An area of such prestige deserves a seamless service of street cleansing - 52 weeks and 365 days a year. MANAGING THE STREETS 21

21 Parades, Protests and Demonstrations We will continue to influence the Metropolitan Police Authority to ensure these events are not commercially damaging to your business. We will champion your concerns to ensure we are part of the decision making process as to how these events are managed in the future. Public Realm and Event Management A vital component of efficient street management is preparing for the extraordinary as well as the everyday - handling both the exciting and challenging events and projects we see on the horizon and beyond. This is not simply about ensuring a robust infrastructure but it s also about attention to detail. Understanding the implications of managing large or small-scale projects requires pre-planning to minimise disruption and provide business with a constant flow of information so you can plan and resource effectively. With the many major events and celebrations planned, not only will we focus on managing the streets to accommodate these events and ensure they translate to commercial success for our area, but we will be championing and influencing the operational elements, helping manage their impact on our businesses. We have just been invited to join the newly established Westminster Safe and Secure Group which focuses on issues relating to counter terrorism and public disorder. This will ensure that the businesses perspective is strategically co-ordinated. We will ensure the flow of intelligence is genuinely joined up, connecting you through Radio Link, CCTV and the Police, sharing timely, factual information. Our presence in the Command and Control Centre will enable us to know how protests and marches proceed and develop in real-time. Radio Link We are making huge strides forward with our partners across Westminster with our current Radio Link system which will go fully digital by the end of 2011, allowing us to expand and enhance the ways in which businesses and the Police can communicate. Through the one Radio Link handset, you will be able to communicate on three different channels: local area, retail/night time and to a wider audience for major events, demonstrations and incidents. For the first time, we will be able to deliver bespoke communications to bespoke audiences. There are so many organisations for businesses like ourselves to liaise with on a regular basis from Westminster City Council and the Police to all those involved in the Olympic Games. Having Heart of London there to bring together these parties for us helps enormously, not just in time saving but knowing they have our interests at heart. Alka Chandolia, Sales and Marketing Director, Ripley s Believe It or Not! MANAGING THE STREETS 22

22 Looking to the Future is the negotiation of a ten year Management Plan for the Square ensuring the new standards established in Leicester Square are maintained. The Management Plan will have: Having been successful in bringing together funding for major improvements for Coventry Street, Piccadilly Circus, Shaftesbury Avenue and Leicester Square, we now want to ensure other streets benefit from investment and priority from Haymarket to Great Windmill Street and encompassing the many side streets integral to our area. To this end we have commissioned a Public Realm Vision and Plan. The scoping document will look at a range of plans, illustrations and a draft animation to communicate the challenges and opportunities. It will provide us with a clear appraisal of important existing and proposed pedestrian links and a pragmatic appraisal of the scope for phased future improvements. Street clutter, for example, can ruin the settings of fine streets, buildings and views and be physically obstructive, taking up valuable space where people want to walk or gather to enjoy the experience of being here. Haymarket is a grand boulevard with outstanding buildings but the layout and look of the paving and furnishing, as well as the complex networks of side streets has created a messy and inconvenient image for visitors. These are the kinds of issues the commission will be addressing. a holistic and integrated approach to management of the streets and gardens of Leicester Square a borderless management and maintenance plan for both the streets and gardens a focus that complements and reflects the needs of the area and its stakeholders a dedicated resource responsible for coordination and day-to-day delivery of the plan a Strategic Steering Group accountable for its delivery comprising Heart of London, property owners, Westminster City Council and the Metropolitan Police We will ensure the day-to-day operation of Leicester Square has focus and resource, ensuring every aspect from access and cleansing to event strategy is collaboratively and effectively managed. Property Owner BID The Heart of London Business Alliance has always been well supported by property owners within the area through voluntary contributions. Government legislation is now emerging to facilitate a formal process to enable all owners to contribute. Finalisation of the Regulations to put this in place is anticipated to enable a ballot for property owners to take place beyond Spring Early consultation with existing contributors is underway. As property owners we must remain focused on the long term value of our interests and we recognise that BIDs funded by owners and occupiers enhances both this value and our investment. John James, Managing Director, Soho Estates Leicester Square Improvement Scheme is due for completion in April 2012 heralding a new era for this iconic site. It has been about transforming the area from a through-route to a destination in its own right. A crucial consideration we have championed MANAGING THE STREETS 23

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24 OUR PROMISE New look street management purely targeting our area Effective street management by an enhanced and well directed team Reduced crime and anti-social behaviour A voice for business on how the night time economy is managed and how it evolves Quality, licensed street entertainment Cleaner streetscape to welcome visitors Enhanced side streets A vibrant, well maintained and managed Leicester Square MANAGING THE STREETS 25

25 POSITIONING AND PROMOTING A resounding element of your feedback was the need to firmly position the area on the international and national stage as the entertainment and leisure heart of the West End but equally importantly, promote the individuality of our key locations and the breadth of our offer. To achieve this we have developed a marketing strategy with three components: to promote our area as a vibrant part of London s West End to promote our iconic locations as destinations in their own right to promote the range of businesses The purpose of this strategy is simple: to inspire confidence for further business investment and to drive tourism and spend. Promoting London s West End Through our work with the West End Marketing Alliance we have been, and will continue to vigorously promote London s West End. We are two years into our three year strategy of positioning the area as London West End: shopping, entertainment and culture like nowhere else and our intensive marketing and media relations activities have gone from strength to strength, helping drive footfall and ensure we are in the spotlight. We have made significant impact with imaginative projects like The Maze which promoted the diversity of London s West End. This was staged for five days in Trafalgar Square attracting 30,000 visitors, over 200 global broadcasts and features, generating coverage with a PR value worth 4 million around this single activity. "We are pleased to be working collaboratively with Heart of London and our colleagues at other world famous venues like The Royal Academy helping to bring to life the diversity of the arts and culture offer here in the Heart of London." Sandy Nairne, Director, National Portrait Gallery 26

26 With the level of investment we have attracted in our public space and the number of exciting brands here, we have a compelling story to tell. We negotiate for influential journalists from both home and abroad to experience for themselves just how much there is to do, see and enjoy here staying in our hotels, relaxing in our restaurants and bars, watching films or going to the theatre: taking time out here in the Heart of London area. For the Royal Wedding this year, we worked with the Foreign Press Association hosting an international media event at Lancaster House. Over 200 guests attended along with 160 media contacts from across the world resulting in 73 broadcasts and features with a PR value of over 2.76 million. We will be leveraging these established media relationships to ensure our area has share of voice before, during and after the London 2012 Olympic and Paralympic Games. Our plan for 2012 and beyond will be building on all these successful activities and events to celebrate the breadth of offer here and welcoming the world to a thriving, vibrant location filled with exciting places and services the entertainment heart of the city. As a Platinum partner we will continue to work closely with London & Partners where our collective goal is to ensure London is recognised as the best big city on earth! Through this partnership we speak with one voice, vision and mission to all audiences in the UK and internationally. Our role is to ensure this area is integral to that strategy so that the vibrancy and personality of the area is championed. 27

27 Celebrating our Iconic Locations To underpin the individuality of Leicester Square, Shaftesbury Avenue and Piccadilly Circus we will be celebrating their unique appeal and bringing them to life. Through our Management Plan for Leicester Square we have a clearly defined events and cultural strategy which involves: Developing a calendar of events to help us all make the most of our spectacular new space and we are currently working up plans for the official opening of Leicester Square in Ideas include a stunning interactive photographic concept entitled On Camera, Off Set where we will be revealing never seen, behind-the-scenes images of famous actors, directors and producers at work making some of our most memorable films. Celebrating Premieres should not just be about one night stands! With 52 premieres on average every year, we have a massive opportunity to get involved and maximise the commercial opportunity for everyone in and around the Square. It s about how we dress the location, what we serve in our restaurants or display in our windows. We will connect with the Film Distributors Association and Westminster s Special Events team to work smarter. Through pre-planning, we can make much more of the opportunities presented. bring a magical, interactive event to the Square in 2012 and beyond. We are listening to your aspirations and through discussion with you will develop events that attract footfall and increase dwell time. Over the past few years we have seen the West End Live event gather momentum, support and exposure. Our role going forward is to ensure we assist in helping business engage with, and benefit from the experience and the attendant focus on our area. As the entertainment gateway to the West End, Leicester Square is the natural home for W Hotels given our passion points of film, music and entertainment. Working alongside Heart of London to jointly promote the area is incredibly important as we continue to build our brand in its new London location. Michael Wale, Senior Vice President, Starwood Hotels & Resorts We really want to be part of every premiere not just on the night but through involvement in the spirit of each new film, make it come alive for our customers as well as those out there celebrityspotting on the red carpet. Alexa Reid, Managing Director, Angus Steakhouse We will be coming to you with ideas on how we can connect with the Queen s Diamond Jubilee celebrations. We will be sharing these and gathering yours then working with the West End Marketing Alliance to turn your aspirations into reality. Christmas in the Square remains high on your agenda. We know you are looking to us to help POSITIONING AND PROMOTING 28

28 Judging by your response to our new Coventry Street Lights, we know there is an appetite to extend the sparkle to other streets. We are developing ideas for lighting and illuminating the area, linking streets together and will be sharing our designs and ideas for 2012 with you. Promoting Individual Businesses We will be invigorating our websites to better showcase your business to two distinct audiences Londoners and those local to the area plus the international visitor. Our consumer site at will continue to position the area as London West End: shopping, entertainment and culture like nowhere else. We are currently looking at developing ways to make this information more available and accessible to people on the move. We connect through Twitter and Facebook keeping our area and your business relevant and front-of-mind. We have developed an exciting new site at After agreeing the need for a defined offering for the Heart of London area, our research demonstrated that significant local and global web searches were performed by potential visitors using the terms Leicester Square, films and premieres. This identified Leicester Square premieres as the anchor destination for the area helping us leverage and drive traffic here. We will be talking to you over the coming months to bring this great new facility alive through competitions and offers, making it work hard for business. We must not forget the valuable role played out by our Heart of London Ambassadors every day. They provide the welcoming smile to our area and help signpost visitors to your venues. We will be ensuring they are up-to-date with your developments, ensuring they can make the right connections. Through the highly successful WOW Privilege Card we ensure all those working in the area can benefit from the raft of local business promotions and special offers we negotiate. POSITIONING AND PROMOTING 29

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30 OUR PROMISE A well promoted destination Supportive promotion of your business An exciting launch and robust Management Plan for an improved Leicester Square A brand new Christmas in the Square event Great WOW Privilege Card rewards for those working here New lighting and illumination attractions Spectacular events in 2012 which will attract footfall and spend POSITIONING AND PROMOTING 31

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32 CONNECTING WITH YOU One to One Contact We pride ourselves on the solid relationship and partnership we have developed with you. It s at the core of what we do: listening to your views, gathering your opinion on policies and feeding through changes that may affect you. The team at Heart of London have been invaluable with supporting our Coca-Cola interactive campaigns at Piccadilly and connecting us with the right teams at Westminster City Council. Consequently by enabling this campaign to happen, it has won awards and paved the way for similar activity. Alastair Patrick, Sedley Place (on behalf of Coca-Cola) We provide a vital two way artery of factual, timely intelligence. Connectivity helps us punch above our weight on issues that affect you. If we are to influence effectively we must have tangible evidence of these issues and over the past few years we have developed a contact programme with our businesses which effectively manages this. Through the Heart of London Business Crime Reduction Partnership we bring our business members together with the Metropolitan Police and Westminster Neighbourhood Crime Reduction Officers, as well as CCTV and other local agencies to help reduce crime and anti-social behaviour. At Street Level Our Heart of London Ambassadors provide a vital link with you at operational level. Their role is to problem-solve quickly and efficiently and report issues to the relevant agencies. Having such regular contact is ideal, knowing that we can share our problems with people who can help. We have built up a good relationship with the Ambassadors it s great to have a friendly, knowledgeable face in and around the business. Delaney Gordon, General Manager, G Casino We will continue to fuel you with information about anything that impacts the environment in which you trade. Importantly we aim to further improve this going forward by ensuring we connect at many levels within your business to listen as well as to inform. Effective communication allows us as a business community to share invaluable experience and expertise; to provide information on which to base trading decisions and to present a unified voice. CONNECTING WITH YOU 33

33 Business Briefings From the London 2012 Olympic and Paralympic Games to planned demonstrations, protest marches and threat levels, we champion and arrange business briefings on topics we know will affect your trading environment and your staff. We ensure the right people are briefing you directly, so you can ask the questions you need answers to. As a new business in Leicester Square, we have found the Heart of London Business Briefings to be timely and information-packed essential for us as we became acquainted with the area. Heart of London has also referred us to some very valuable resources that have enabled an efficient start-up of our operations. Susan Saideman, President, Mars Retail Group Conferences and Events Being included at major conferences and events which are relevant to you and your business is something we will continue to champion and facilitate - it not only informs but enables you to make important connections. Business Forums We know from you how valuable these forums have become. Whether sector or issue based, these are designed to keep you involved and help you prepare and plan. Our monthly Pub Watch meetings for example allow us all to work closely with the Safer Neighbourhood Team to manage the implications of special events held in our area. We will be building on the range and scope of these types of forums, creating new groups as they are required. Online and the latest up-to-date intelligence on everything that affects our area. There is also a wide range of links recommended to help generate useful connections. Our team here at Heart of London ensure the site is constantly managed and refreshed and if you have any comments regarding the site, we would welcome your thoughts. E-communications Regular, relevant and timely e-communications is a bedrock of our service. Whether it is knowing when roadworks are planned in your street or when the next premiere is scheduled, our role is to arm you with everything you need to pre-plan, manage and where possible optimise events and opportunities. These are valuable communications for us knowing exactly what is going on across our area makes us feel very much part of the community here. Nick Harding, Group Commercial Manager, Servoca plc Reports and Evaluation We will prepare and distribute Annual Reports which track and measure the results we are achieving against the clear objectives you have set us for the next five year term. We lay out clearly in the Reporting and Evaluating section exactly how we plan to do this. Networking And finally we plan to spend more time with you on a social level whether it s pre-christmas or after the AGM, we are keen to cement our relationships with you and keep our finger on the pulse of what you think and feel. Through our business-dedicated website at we provide you with a one-stop source of information, reports, research CONNECTING WITH YOU 34

34 OUR PROMISE Extensive consultation and engagement with you Problem-solving through Heart of London Ambassadors on the streets Inclusion in all relevant events Sector and issue specific forums to join Informative and helpful websites Regular and timely e-communications to assist and inform Useful and enjoyable networking opportunities CONNECTING WITH YOU 35

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36 DRIVING DOWN COSTS Everything we do has to count economically. Our goal is to add value to your business through delivering tangible financial benefits. Extending the reach of our organisation into Piccadilly and St James s will allow us to facilitate change through increased geographical area and membership base, enhancing your voice and influence amongst strategic agencies and partners, property owners and developers. An enhanced income stream will enable greater economies of scale, helping us to save you money through efficiency savings and adding value to the resources already in place both in skills and scope. Our strategy is to devise further ideas and procure more services to deliver cost savings for you, consistently looking at opportunities through working with third parties and other funding bodies. Waste We will be introducing a Zero-2-Landfill waste scheme which will augment the successful recycling scheme. We will be considering schemes for food and glass waste in particular. A single provider across the entire community will mean better costs, better control, better service levels and reduced traffic flows through the community. Also let s not forget that there will be NO waste going to landfill anymore. Recycling is really helpful but food and glass is the big issue for us so we are keen to see Heart of London looking specifically at supporting this. Darren Earl, General Manager, Yates Recycling We currently operate a recycling scheme for our members. The service has the following benefits - it saves you money you can recycle your waste in one sack one contractor means fewer vehicles, fewer vehicles means less disruption and a lower carbon footprint Since we introduced this scheme in October 2009, 34,290 recycling sacks and card have been collected which is equivalent of tonnes of waste. This has lead to a saving by Heart of London businesses of 362 tonnes of CO 2. To illustrate the value of this, we would need either 77 acres of pine forest or 3,725 trees to be planted to absorb this amount of CO 2. DRIVING DOWN COSTS 37

37 The time saved through your help and advice regarding alfresco planning alone has paid for our levy to your organisation. Barry Brewster, General Manager, JD Wetherspoon plc Radio Link Many of our businesses now take advantage of our free Radio Link scheme which helps to facilitate shared intelligence. The service is linked into CCTV, the Police and our Heart of London Ambassadors providing a seamless communication, ensuring business is forewarned and forearmed. Procurement By bringing together the buying power of the community we are able to reduce costs and improve service levels for every business, without it costing businesses anything in time and effort. We will be working with specialist partners to review, for example, businesses current utilities contracts and renegotiating for them. Our aim is to save every business their BID levy and more. We will also review how our businesses are using their energy and provide you with a report on how you can further save by becoming more energy efficient. The immediacy of this is excellent. Through Radio Link our front line security staff are better prepared to handle situations, safeguarding staff and customers alike. Bruce Davidson, Technology Director, Global Radio We will also be investigating and facilitating other cost saving exercises in areas such as: telecoms business insurance lighting electrical testing pest control couriers Alfresco Plann ing We will continue to help identify new areas for alfresco pitches. From concept to implementation, you can count on us to champion your applications and assist in meeting and talking to the right people. We will simplify the complexities of planning and licensing to help deliver the outdoor eating and drinking experience our area has committed to. The WOW Privilege Card With over 4,500 cards now in circulation you have given your resounding support to this reward card. It s about giving back to our own trading community and all of us who work here those special promotions and offers that add value and help us enjoy the great facilities and services we have in our area. We are committed to evolving this scheme to allow businesses more flexibility to change and enhance offers instantly to capitalise on time-sensitive opportunities. This will ensure we provide an even more proactive and valuable service. DRIVING DOWN COSTS 38

38 OUR PROMISE To investigate and deliver specialist procurement and economies of scale initiatives Support for planning and licensing applications from concept to implementation Initiatives to assist in your corporate social responsibility and environmental ambitions Radio Link to share intelligence Support employees in the area through our WOW Privilege Card DRIVING DOWN COSTS 39

39 GOVERNANCE The Purpose of BIDs Business Improvement Districts (BIDs) are businessled and business-funded organisations formed to improve a defined commercial area. BIDs are statutorily established having been voted for by the majority of businesses in the defined area and have a maximum term of five years before returning to their electorate in order to be renewed. Heart of London Business Alliance was the first BID to be established in central London in 2005 and over 120 BIDs are now operating across the UK. Accreditation Heart of London Business Alliance is a British BIDs Accredited organisation and we will be applying in 2012 for the Advanced Level Accreditation further underpinning our quality management systems. The Company Heart of London Business Alliance is the BID Proposer and the legal entity that runs the BID activities in the existing area around Leicester Square and Piccadilly Circus. Pending a successful renewal ballot it will continue to run these activities for this area. It is also the BID Proposer for an extended area along Piccadilly and St James s and pending another successful ballot, which is being run separately but simultaneously, will become the legal entity that will run those BID activities. In the event that one of the ballots is unsuccessful, Heart of London Business Alliance will continue to run activities in the successful area. The Board The current Heart of London Business Alliance Board of Directors lead and guide the work of the Business Alliance and have been elected from a variety of sectors, including property owners, to offer a wide range of skills, experience and balanced opinion. In the event of a successful ballot in the extended area, the Board membership will be broadened to ensure a balanced representation from both geographical areas. The Heart of London Team The professional and enthusiastic team at Heart of London Business Alliance will deliver the projects and services outlined in the Renewal Proposal, with the support of specialist advisors. Full details of our Directors and the Heart of London team including how we operate, report and evaluate everything we do, can be found on our constantly updated website To view the Seven Years of Delivery report visit and click About Us. Residents The Ward Councillor for St James s is a Board Director at Heart of London representing the views of residents in the area. A member from the local Residents Association also attends our Board meetings as an observer. Financial Management The financial and operating arrangements will continue to be monitored through the Operating Agreement in place between Heart of London and Westminster City Council. 40

40 REPORTING AND EVALUATING The launch of the West End Sales Index has armed us with vital retail intelligence helping us better understand the trends along our world famous streets. We want more of you involved. To augment this, we launched the Food and Beverage Index which helps us chart monthly percentage changes in sales. This scheme is gathering momentum with more of our businesses choosing to take part and we will continue to manage this and share the important data it generates. Company Reporting Now as never before we are aware of the importance of evaluating the work we do. Setting high standards and delivering against these is fundamental to this Renewal Proposal Andy Godfrey, Chair, Heart of London Business Alliance Thorough evaluation of our work we will provide details of all key activities undertaken, insights and learnings and demonstrating return on investment. Area Intelligence We will continue to produce the West End Tracker which is an index representing current and future forecasts of socio-economic destination indicators. As the area attracts so many events and celebrations, understanding and monitoring footflow takes on even more importance. The five footflow cameras we have installed will continue to provide useful statistics and we are committed to interpreting and passing on this information on a monthly basis. In the future, we will be looking to enhance this service through identifying new appropriate sites for new cameras. Published Baseline Agreements and Service Level Agreements will be negotiated with all relevant partners and will be available on our website as our benchmark criteria. Having achieved British BIDs Accreditation, we will be applying for the Advanced Level Accreditation further underpinning our quality management systems. Robust annual reporting of activities and results to include: new investment in the area new business activity business feedback and satisfaction surveys consumer perception surveys numbers of issues reported and sorted by Heart of London Ambassadors within set timescales extent of cost saving initiatives offered media coverage analysed by editorial value equivalent/reach and circulation/key message communication website visits number of planning applications assisted stakeholder feedback 41

41 FINANCE Indicative BID Budget - 5 year cash projection 2012 to Income BID Levy 777, , , , ,698 Voluntary Income - Property Owner 109, , , , ,703 Voluntary Income - Other 13,648 14,057 14,479 14,914 15,361 Reserves Carried Forward 50,000 50,000 50,000 50,000 50,000 Total 950, ,079 1,004,191 1,031,419 1,058,762 Expenditure Influencing the agenda 29,225 30,102 31,005 31,935 32,893 Positioning & promoting 188, , , , , , Driving down costs 61,800 63,654 65,564 67,531 69,557 Integrated street management 345, , , , ,717 Connecting with you 59,517 61,303 63,142 65,036 66,987 Reporting & evaluating 99, , , , ,374 Management 75,000 77,250 79,568 81,955 84,413 Contingency 38,870 40,037 41,203 42,369 43,535 Total 946, , , ,557 1,010,898 Notes: Budget figures are indicative based on the anticipated levy income. Management and overheads will cover all costs associated with the staffing, legal, accountancy and accommodation for the BID. Assumed 0.03% annual inflationary increase and 95% levy collection rate. Expenditure headings correlate with business plan. Voluntary income confirmed for , assumed assured for subsequent years. Contingency based upon 5% of BID levy. Indicative BID Budget 2012/13 Reserves carried forward 5% Voluntary income - other 1.5% Voluntary income - property owner 11.5% BID levy 82% Influencing the agenda 3% Positioning & promoting 20% % Driving down costs 6.5% Integrated street management 36.5% Connecting with you 6% Contingency 4% Management 8% Reporting & evaluating 11% 42

42 USING YOUR VOTE From 24th January 2012 you will be given the opportunity to vote on this Renewal Proposal for Heart of London Business Alliance to continue to a third term. To ensure neutrality, the BID ballot is administered by the City of Westminster Returning Officer and his Electoral Services staff. It will be arranged in line with the rules set out in the BID regulations (2004) as approved by Parliament. The ballot needs to satisfy two tests a majority in number of those voting and a majority in proportion of Rateable Value of those voting. The BID levy can only come into effect if these two tests are met. The BID Levy is then applicable to all eligible businesses. All eligible businesses will be entitled to one vote per hereditament. Some businesses occupying more than one hereditament within the area will, therefore, be entitled to more than one vote. A full list of businesses eligible to vote is available at Voting Procedure your ballot paper will reach you by post on 24th January 2012 you will need to cast and return your postal vote by 5pm on 23rd February 2012 the results of the vote will be announced online on 24th February 2012 To discuss this document in more detail please call to speak to Sarah Porter, Chief Executive or Karen Baines, Head of Communications or sarah.porter@heartoflondonbid.co.uk or karen.baines@heartoflondonbid.co.uk Full ballot arrangements are available at BID Levy Rules The BID process is governed by Government legislation and regulations. As such, once a majority vote has been achieved, the BID levy becomes mandatory on all defined ratepayers. The rules for the BID levy are as follows: the Renewal BID term will be five years from 1st April 2012 to 31st March 2017 the BID levy will be applied to rated properties in the BID with a Rateable Value of 100,000 or more the BID levy will be fixed at 1% of Rateable Value using the 2010 rating list as at 1st April 2010 (rising annually by 0.03%, ie. Year 2: 1.03%, Year 3: 1.06%, Year 4: 1.09%, Year 5: 1.12%) the liability for th creased other than those specified in these levy rules the BID levy is to be paid in full within 14 days of receipt of invoice there will be no VAT charged on the BID levy refunds will be at the discretion of the BID a full version of the rules can be found at Voluntary Funding Businesses of all sizes are important to us. A voluntary membership scheme for businesses falling beneath the levy threshold will be established. This will give smaller businesses the opportunity to engage with, and benefit from the BID whilst not being compelled to pay a mandatory levy. 43

43 Renewal Proposal final artwork:layout 1 21/10/11 14:53 Page 44 Proposed BID Area - Piccadilly & St James s

44 Renewal Proposal final artwork:layout 1 21/10/11 14:53 Page 45 BID Area

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46 BID AREA STREETS All of the following streets are included in full or in part: Bear Street Charing Cross Road Coventry Street Cranbourn Street Denman Street Glasshouse Street Great Windmill Street Haymarket Irving Street Jermyn Street Leicester Court Leicester Place Leicester Square Leicester Street Long s Court New Coventry Street Orange Street Oxendon Street Panton Street Piccadilly Regent Street Rupert Street Shaftesbury Avenue Shaver s Place Sherwood Street St Martin s Street St Martin s Place (National Portrait Gallery) Suffolk Street Suffolk Place Wardour Street Whitcomb Street For a detailed list of properties within the BID area visit

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48 LONDON WEST END shopping, entertainment and culture like nowhere else