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P R O P O S A L

20122017

Proposal final artwork:Layout 1 21/10/11 13:32

20122017

Heart of London Business Alliance

Piccadilly and St James’s

Proposal final artwork:Layout 1 21/10/11 13:32 Page 3

“Our area is home to some of the most celebratedheritage, architecture, brands and businesses in theworld – an unparalleled destination. In today’s highlycompetitive environment, however, more and moredestinations are seeing the value of workingcollectively to raise their game and attract thediscerning employee, visitor and customer. We toomust step change our approach if we are to retainthe high-ground and ensure ours is the destinationto visit here in our world city.

Through working with an organisation like Heart ofLondon Business Alliance we can be part of acollective body with an established and crediblebusiness voice to lobby, affect change and help usdeliver our aspirations for the future of the Piccadillyand St James’s area.

Whether an office occupier, a premium brand orretailer, our reputations rely on this area remaining ofthe highest quality, with the warmest welcome, themost exciting events and promoted throughinnovative, imaginative marketing. We must continueto attract the best businesses and staff and offer thefinest shopping, dining and culture. Vitally, we mustencourage investment in the future of our area,protecting and safeguarding its reputation throughmaintaining a well managed, safe and attractiveenvironment. This organisation will help us keep thisa world class location complementing the successfulwork we achieve through the St James’s Strategiesand the Jermyn Street Association.

We have been exploring the opportunity of workingwith Heart of London for a while and a number of

us have formed a Steering Group to lead on this.Already we have begun benefiting from a number ofthe advantages which Heart of London can bringranging from being at the table to support thePiccadilly Two-Way scheme which will be completedlater this year, London 2012 business briefings,Metropolitan Police forums regarding protests andmarches as well as vital early support for a proposedQueen’s Diamond Jubilee event.

This proposal gives an overview of what we canachieve together. We hope you will support it andvote in February 2012 to establish a BusinessImprovement District for Piccadilly and St James’s.”

Beverley Aspinall Managing DirectorFortnum & MasonOn behalf of the Piccadilly and St James’s Leadership& Steering Group

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FOREWORD


“Heart of London Business Alliance has beenoperational for over ten years across the PiccadillyCircus and Leicester Square area with a track recordof influencing to make things happen.

Our purpose is to support the commercial well-being of the businesses and organisations werepresent. We recognise the immense value andprestige the Piccadilly and St James’s areas bring tocentral London and we are confident that throughlinking our areas together as a collective voice, wecan bring added value through the strong workingrelationships we have established with those whogovern and shape our political, cultural and tradingenvironment. From the Mayor of London, Leader ofthe Council and Police Commissioner to the manyother influential partners we work with hand in hand,we can achieve more by working together.

This needs futuristic thinking, a common purposeand the best marketing to leverage all the goodwork already being achieved here.

Over the years our organisation has matured andearned its place as a credible contributor at strategiclevel, debating with policy makers to ensure businessconcerns are heard and acted upon. For example, we are actively working with the Metropolitan PoliceAuthority to help safeguard businesses duringdemonstrations and protests in this area. We arepart of the decision making process as to how theseevents will be managed in the future.

This Proposal sets out our plans for the future,reflecting the priorities you gave us throughextensive business consultation. It highlights the key

tasks we must accomplish and shows how we intendto tackle them on your behalf in the five years ahead.

I very much look forward to working with you as webring these plans to life.”

Sarah PorterChief ExecutiveHeart of London Business Alliance

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INTRODUCTION

“We see the importance of BIDs in helpingchampion and support thriving tradingcommunities and as such enjoy a collaborativepartnership with Heart of London which I believebenefits both private and public sectors alike.”

Councillor Brian Connell, Cabinet Member, Westminster City Council


Contents

Your Priorities 8

Proposal Summary 9

The Year 2012 10

Delivery Plan 2012 -2017 13

Influencing the Agenda 15

Delivering a Strong Business Voice 16

Positioning and Promoting 19

Driving Down Costs 23

Street Management 27

Connecting with You 33

Governance 36

Reporting and Evaluating 39

Using Your Vote 40

Finance 42

Area Maps 44

BID Area Streets 46


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Through consultation you provided clear directionand we will be focused on the following priorities:

Having a collective business voice to influencepublic authorities

Destination marketing to reinforce Piccadilly andSt James’s as a world class destination in which towork and welcome visitors

Delivery of signature events

Operational cost savings

Enhanced quality of the environment

Integrated street management

Better communication, intelligence and marketresearch for businesses

YOUR PRIORITIES


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Influencing the agenda through communicatinga strong, united business voice on the wide range ofissues you prioritised through consultation, to meetour collective ambitions and effect positive changefor the area.

A robust promotional strategy to supportbusinesses and firmly position the Piccadilly and St James’s area on the international and nationalstage as a distinctive destination at the heart ofLondon’s West End. To raise share of voice for thearea in the media and online. Ensure we helpbusinesses optimise the opportunity of the London2012 Olympic and Paralympic Games, championingunique ideas and spectacular events commensuratewith this world class destination.

Driving down costs through specialistprocurement and economies of scale ensuring wedeliver genuine added value and tangible economicbenefit. We will implement successful schemes andinvestigate more initiatives to meet our businesses’corporate social responsibility and environmentalambitions.

Effective management of the streets througha collaborative structure developed with ourpartners at Westminster City Council and theMetropolitan Police, pooling our resources and skillsto create an integrated, seamless and comprehensivestreet management service. Providing strategic andoperational support to deliver the priorities youwant to see on the streets.

Informative business communications whichprovide a vital two way artery of factual, timelyintelligence. Engagement which ensures we areproblem-solving through our Heart of LondonAmbassadors on the streets and ensuring ourbusinesses are included in relevant events and atsector and issue specific forums. Our comprehensivereporting and evaluation procedures will analyse ourperformance and show return on investment.

PROPOSAL SUMMARY


2012 will see the completion of the Piccadilly Two-Way Scheme. In competition with other centralLondon locations, Heart of London helped securefunding to deliver this significant improvement to thearea which will ensure improved pedestriancrossings, reduction of street clutter, greater footwayspace and better street lighting.

A major focus for the coming year will be to helpyou maximise the value of The Queen’s DiamondJubilee and London 2012 Olympic and ParalympicGames, working hard to develop an excitingprogramme of activities to ensure this area is verymuch par t of these momentous events, whilstminimising disruption to your business.

The Queen’s Diamond Jubilee

Already we have formed a working party withbusinesses from this area to look at how Piccadillycan host a Street Party in recognition of Her MajestyThe Queen’s Diamond Jubilee.

The objective is to design and deliver an event whichbrings to life the key focal points across the area ina celebratory way. We have created a brief to attractthe best ideas and organisations to help us achievethis. Our brief requires a clear strategy andimplementation plan, proposed funding mechanisms,a detailed breakdown of budget and timescale aswell as recommendations for leveraging the eventthrough marketing and PR.

We are developing these plans with you now toensure this becomes a magnificent event toremember.

THE YEAR 2012

“The idea of staging something so spectacular inhonour of the Queen is so fitting for a destinationlike ours which boasts prestigious stores andbrands by Royal Appointment.”

Beverley Aspinall, Managing Director, Fortnum & Mason

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“With the sheer size of the opportunity andimpact of this global event, businesses here on theground work closely with Heart of London toensure they are a truly representative voice of theretailers and also to be kept up to date on howplans are evolving.”

James Grieves, Area Manager – West End,London, Boots (UK)


The London 2012 Olympicand Paralympic GamesHosting and celebrating globally important eventsbrings with it a world of opportunity but realistically,some challenges to overcome.

We will ensure we do everything possible to keepbusinesses operational whilst optimising the potentialof the London 2012 Games, providing supportbefore and during Games time.

We will help you to assess:

• the operational impact to your business, planning for the traffic and congestion issues and how goods, deliveries and collections willbe 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 sessions to help you in yourown planning process

• ‘the look and feel’ of the area, to make sure weare 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 to enter into the celebrations and inextricably link you to it

• how to join in the ‘Welcome’ aspect where we can all play a vital role. We are integral to the Greater London Authority’s Welcome to London initiative which is dedicated to delivering the best experience the capital hasto 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.

On an ongoing basis, we will be working hard to ensurewe are your first port-of-call for news, information andadvice on every aspect surrounding the events of 2012.Heart of London plays an active part on the Welcometo London Advisory Group which means we will bemaking sure your views are represented in how wewelcome, marshal and entertain the many millions ofvisitors we expect in 2012.

Our team will continue working with WestminsterCity Council, Metropolitan Police, the Mayor’s Officeand others as they prepare their operations. Everymonth we will be meeting with Westminster CityCouncil to discuss current issues and their potentialimpact. As operational plans are firmed up we willensure our businesses needs are kept at theforefront and dissemination of information is quickand factual.

We will be championing unique ideas for spectacularevents commensurate with our world-class status,working with all parties to ensure smooth running,well managed events are staged to showcase all thearea has to offer and which attract visitors and spend.

“The sheer size of the opportunity and impact ofthis global event means that as businesses here onthe ground we welcome Heart of London keepingus up-to-the minute on how plans are evolving”

Bruce Wilson, Head of Business Rates, Tesco

“London 2012 will bring together the world’sgreatest sporting event and its greatest city.Businesses here are already helping deliver aneconomic, social and sporting legacy for yearsto come.”

Paul Deighton, Chief Executive, The LondonOrganising Committee of the Olympic andParalympic Games

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DELIVERY PLAN 2012-2017


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We must influence on a wide range of issues at manylevels if we are to meet our collective ambitions:from central government and local authority to theinternational visitor and consumer on our streets.

Our role is to understand and champion the issuesyou want us to help address.

With over ten years experience of working closelywith an extensive range of partners in and aroundthe area, we can ensure we are influencing the rightpeople at the right time so your business prioritiesmake the agenda and importantly, making way foryou to sit at the table where appropriate topersonally shape progress going forward.

We are able to access and bring together parties tofind the right solutions.

This area is home to numerous world-renownedoffice headquarters, hotels and retail and it is essentialwe influence decisions which safeguard this matchlessreputation for premium quality business, shopping,dining and culture. We will be working across thespectrum of opinion formers from planningauthorities to conservation groups to ensure this areabenefits from focus, investment and support.

INFLUENCING THE AGENDA

“We welcome our partnership with Heart ofLondon as we can see the benefits available forenhancing our influence with those who govern andshape our cultural, trading and politicalenvironment."

Andrew Love, Chairman, The Ritz Club


DELIVERINGA STRONG BUSINESS VOICEAs a united, collective business voice you are morepowerful.

We will use our knowledge and leverage ourcontacts to help lobby decision makers, ensuring youan influential voice on the many issues which affecteveryday trading, things which colour the experienceof staff and visitors alike. From parking and licensingto accessibility and connectivity, we will help identify,meet and talk to the right people. We will simplifythe complexities and help deliver the best outcomesand solutions.

Through consultation you told us the initial three keyareas on which to focus:

Protests and DemonstrationsWe are committed to ensuring better managementof the protests and demonstrations which affect thisarea. It is vital that we share the burden of theseevents and we are already integral to the discussionsexploring ideas such as potential re-routing throughother areas in central London.

We have just been invited to join the newlyestablished Westminster Safe and Secure Groupwhich focuses on issues relating to counter terrorismand public disorder. This will ensure that thebusinesses perspective is strategically co-ordinated.

We have made a huge step forward in terms ofdramatically improving communication between theauthorities and businesses during these kinds ofevents, helping better equip businesses with real-timeintelligence and updates. Our current Radio Linksystem will be fully digital by the end of 2011,allowing us to expand and enhance the ways inwhich businesses and the police can communicate.Through the one Radio Link handset, you will be able

to communicate on three different channels: localarea, retail/night-time and to a wider audience formajor events, demonstrations and incidents. For thefirst time, we will be able to deliver bespokecommunications to bespoke audiences, meaning thatbusiness will be better able to react and respond tosituations and events as they unfold.

Championing the PedestrianWe support the St James’s strategy to redress thebalance between pedestrians and vehicles. We werechampions of the new Piccadilly Two-Way Schemewhich has delivered wider pavements, less traffic andless street clutter. We passionately believe thatgetting the balance right is vital to achieve a wellmanaged, easily accessed and attractive public realm.

Signature EventsWe have the capacity, credibility and a proven trackrecord to deliver large scale events for this area. Wework closely with Westminster City Council andother agencies to ensure major events not onlyhappen but that they place destinations like thissecurely on the map. We have made significantimpact already with imaginative projects like TheMaze which promoted the diversity of London’sWest End. The Maze was staged in the centre ofTrafalgar Square and attracted 30,000 visitors, 200global broadcasts and features generating coveragewith a PR value worth £4 million.

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A resounding element of your feedback was theneed to set a strategy for destination marketingwhich will take this area confidently into the future.This strategy must firmly position the area on theinternational and national stage as a distinctivedestination at the heart of London’s West End.

Your area’s reputation is priceless. The calibre ofmarketing must reflect and match these standards.

Our strategy will help achieve:

• raised share of voice for the Piccadilly and St James’s area in the media

• inclusion of Piccadilly and St James’s in the West End Marketing Alliance activity

• optimised online presence for the business worker and visitor alike

• development and staging of show stopping events and illuminations

• promotion of the area’s artistic and cultural offer

• support for the London Luxury initiative• business to business promotion• a personable welcome on the streets

Promoting Piccadilly and St James’s We will ensure this area is powerfully promotedthrough our work with the West End MarketingAlliance. This Alliance brings together a range ofbusinesses and organisations with a shared vision to

make the West End synonymous with culture,shopping, dining and entertainment throughcollaborative promotion and marketing, importantlyensuring we promote the area as a great place todo business. As a founding member of this groupwe have been integral to its success to date and willbe preparing exciting plans to showcase this area tothe world’s media in 2012 and beyond.

As a ‘Platinum’ partner we also work closely withLondon & Partners where our collective goal is toensure London is recognised as the best big city onearth! Through this partnership we speak with onevoice, vision and mission to all audiences in the UKand internationally. Our role is to ensure this area isintegral to that promotion and marketing so that thevibrancy and personality of the area is championed.

Online PromotionWe will be invigorating our well optimised and easyto navigate consumer website to showcase thewealth of businesses in this area and we are currentlylooking at developing ways to make this informationmore available and accessible to people on the move.

www.westendlondon.com provides a comprehensivedirectory of all the key businesses operating withinthe area. It positions the West End as entertainment,shopping and culture like nowhere else. The vibrantand colourful site provides a taste of what to expectand will feature all the reasons why Piccadilly and St James’s provides the ultimate experience.Museums, galleries, premium stores by royalappointment, iconic hotels and world famousbespoke tailoring emporiums as well as some of themost beautiful parkland and architecture in centralLondon.

We connect with consumers through Twitter andFacebook on a regular basis keeping our area andyour business relevant and front-of-mind.

POSITIONING AND PROMOTING

"We are pleased to be working collaboratively withHeart of London and our colleagues at other worldfamous venues like The National Portrait Galleryhelping to bring to life the diversity of the arts andculture offer here in the Heart of London."

Ian Blackburn, Director of Buildings and Estates,The Royal Academy

P O S I T I O N I N G A N D P R O M OT I N G


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Show-stopping Events andIlluminations We will bring inspiration and resource to help createshow-stopping events in support of the Queen’sDiamond Jubilee and London 2012 Olympic andParalympic Games.

Our mission is to work with you to ensure theseevents staged here are amongst the most spectacularand we will work closely with you to leverage yourprofile ensuring this area benefits from the increasedfootfall and world media attention.

We will be commissioning designs and ideas to createand deliver real wow factor illumination for this areafor 2012 and beyond, ensuring our streets areelegantly dressed to celebrate every occasion in style. We propose extending the Christmas sparkle alongPiccadilly through to St James’s area, adding to thenight-time atmosphere during the commerciallyimportant festive period.

London Luxury This initiative has already successfully positioned andpromoted the area as the ultimate mix of the world’sfinest fashion, jewellery, dining, accommodation, artand culture. Dedicated marketing campaigns aimedat influencing the international and national marketshave delivered profile and media coverage. We willbe working with all the partners on the LondonLuxury strategy to develop fresh ideas lookingforward into the future.

Business to BusinessOne of our fundamental aims is to help this businesscommunity share and trade products and services.There are a number of promotional routes we taketo achieve this. We understand the value ofconnecting the business community for mutualadvantage and will organise forums and events tofacilitate this. It is the opportunity to meet, shareaspirations and do business.

We also manage and deliver a Privilege Card whichprovides special offers from businesses in the areaand all staff in member organisations are eligible touse this. Over 4,500 cards are now in circulationacross the Heart of London area and we will beextending the service to encompass Piccadilly and StJames’s. It’s about giving back to our own tradingcommunity and all of us who work here. We will beworking with businesses to offer special promotionsthat add value and help us enjoy the great facilitiesand services we have in our own area.

Welcome on the StreetsWe must not forget the valuable role played out byour Heart of London Ambassadors in terms ofpositive promotion of the area. These knowledgeable,uniformed guides will be providing additionalpresence and support on the streets with a brief togive a warm welcome to visitors. Not only do theygreet and assist visitors but they help signpostconsumers to your venues. Our role is to ensurethese Ambassadors remain up-to-date with yourdevelopments to ensure they can make the rightconnections on your behalf.“This area is famous as home to some of the

world’s premium brands for all the right reasons -its sense of style, elegance and heritage. How wepromote the area going forward is critical toprotect and build our reputation as unparalleledanywhere else in the world.”

Stephen Boxall, Managing Director, The Ritz, London

“We recognise that Heart of London can bringfresh ideas and resources and help facilitatefunding to build on the excellent marketing wehave achieved so far. Working together enables usto link and communicate with other stakeholdersin the area.”

Ciarán Fahy, Managing Director of The Cavendish Hotel and Chairman, Jermyn Street Association



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A robust marketing strategy

A well promoted destination championing its culture, heritage, elegance and luxury

Raised share of voice in the media

Supportive promotion of your business

Spectacular celebrations in 2012

Exciting events which place this area centre stage

A personable welcome on the streets

Brand new lighting and illuminations

Great Privilege Card rewards for those working here

OUR PROMISE



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Everything we do has to count economically. Ourgoal is to add value to your business throughdelivering tangible financial benefits, driving down coststo ensure you are part of a more sustainable district.

We can offer the advantages of economies of scale,working with third parties and other funding bodiesto procure services to deliver cost savings for you.

RecyclingWe currently operate a recycling scheme for ourmembers. 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 collectedwhich is equivalent of 171.5 tonnes of waste. Thishas lead to a saving by current Heart of Londonbusinesses of 362 tonnes of CO2. To illustrate thevalue of this, we would need either 77 acres of pineforest or 3,725 trees to be planted to absorb thisamount of CO2.

DRIVING DOWN COSTS

D R I V I N G D O W N C O S T S


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WasteWe will be introducing a Zero-2-Landfill wastescheme which will augment the successful recyclingscheme we have already put in place. We will alsobe considering schemes for food and glass waste inparticular. A single provider across the entirecommunity will mean better costs, better control,better service levels and reduced traffic flowsthrough the community. Also let’s not forget thatthere will be NO waste going to landfill anymore.

ProcurementBy bringing together the buying power of thecommunity we are able to reduce costs and improveservice levels for every business, without it costing

business anything in time and effort. We will beworking with specialist partners to review forexample, businesses current utilities contracts andrenegotiating for them. Where appropriate we willwork in partnership with owners and managingagents to help further reduce costs. Our aim is tosave every business their BID levy and more. We willalso review how our businesses are using theirenergy and provide you with a report on how youcan further save by becoming more energy-efficient.

We will also be investigating and facilitating othercost saving exercises in areas such as:

• telecoms• business Insurance• lighting• electrical testing• pest control• couriers



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To operate an effective recycling scheme

To deliver a Zero-2-Landfill waste scheme

To deliver specialist procurement and economies of scale initiatives

To assist in your corporate social responsibility and environmental ambitions

To work with you to help reduce costs

OUR PROMISE



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We will be fundamental to helping deliver genuinelyintegrated street management for this area.

We have a collaborative structure with our partners atWestminster City Council and the Metropolitan Police,pooling our resources and skills to create a seamlessand comprehensive street management service.

The Business NeighbourhoodManagement Team Business Neighbourhood Manager: a central andsenior role in the process of tackling crime and anti-social behaviour, working with all parties and directlyresponsible for co-ordinating the Heart of LondonWardens.

Heart of London Street Manager: deputy to theBusiness Neighbourhood Manager, managing the Heartof London Ambassadors and handling day-to-day issuesand priorities. A direct operational link for businesses.

Heart of London Ambassadors: handling businessliaison, reporting issues and problem-solving anddelivering a welcome to visitors to the area.

Heart of London Wardens: patrolling, managing andenforcing local street management issues helpingsustain a cleaner, safer environment.The Safer Neighbourhood Team, NeighbourhoodCrime Reduction Officers and other local wardensand partner agencies will continue to feed into thestructure and work as part of the overall team.

This custom-built team provides strategic andoperational management of the streets and willdeliver the priorities you set out through consultation:

• a safe, secure and well managed area • joined-up tasking• identifying and reporting rough sleepers• a friendly and professional welcome

STREET MANAGEMENT

S T R E E T M A N A G E M E N T

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Neighbourhood Crime Reduction

Team

Safer Neighbourhood

Team

Street ManagerBusiness

Neighbourhood Manager

Heart of LondonAmbassadors

Heart of LondonWardens

Partners


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Business Crime ReductionPartnershipThrough the Heart of London Business CrimeReduction Partnership we bring our business memberstogether with the Metropolitan Police and WestminsterNeighbourhood Crime Reduction Officers, as well asCCTV and other local agencies to help reduce crimeand anti-social behaviour. Integral to the Partnership isour Radio Link scheme and our hosting of regularBusiness Watch, Pub Watch and Cafewatch meetingsto share information and discuss issues.

Contingency PlanningWe will champion business continuity planning, helpingto arm and empower business through continuing tofacilitate tactical briefings with the Metropolitan Policeand developing crime prevention materials.

Event Management

A vital component of efficient street management ispreparing for the extraordinary as well as theeveryday - handling both the exciting and challengingevents and projects we see on the horizon andbeyond. This is not simply about ensuring a robustinfrastructure but also about attention to detail.

Understanding the implications of managing large orsmall scale projects requires pre-planning tominimise disruption and provide business with aconstant flow of information so you can plan andresource effectively.

With the many major events and celebrationsplanned, not only will we focus on managing thestreets to accommodate these events and ensurethey translate to commercial success for our area,but we will be championing and influencing theoperational elements, helping manage their impacton our businesses.

“The threat of terrorism is always with us andworking with Heart of London to raise awarenessand mitigate risk is vital. Continuity planning is justone area where we will benefit from the role theAlliance can play in helping us to safeguard ourarea and our people.”

Yeston Wood, Regional Manager – Jermyn Street/West End, TM


“Working collaboratively with Heart of Londonmeans that together we are able to better preparefor and manage the issues that arise on ourstreets, both large and small.”

Simon Bray, Borough Commander, Metropolitan Police


Parades, Protests andDemonstrations

We will continue to influence the MetropolitanPolice Authority to ensure these events are notcommercially damaging to your business. We willchampion your concerns to ensure we are part ofthe decision making process as to how these eventsare managed in the future.

We have just been invited to join the newlyestablished Westminster Safe and Secure Group

which focuses on issues relating to counter terrorismand public disorder. This will ensure that thebusinesses perspective is strategically co-ordinated.

We will ensure the flow of intelligence is genuinelyjoined-up, connecting you through Radio Link, CCTVand the Police, sharing timely, factual information.Our presence in the Command and Control Centrewill enable us to know how protests and marchesproceed and develop in real-time.


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Radio LinkBusinesses can take advantage of our Radio Linkscheme designed to help facilitate shared intelligence.The service is linked into CCTV, the Police and ourHeart of London Ambassadors providing a seamlesscommunication so business is forewarned andforearmed.

We are making huge strides forward with ourpartners across Westminster with our current RadioLink system which will go fully digital by the end of2011, allowing us to expand and enhance the waysin which businesses and the police can communicate. Through the one Radio Link handset, you will be ableto communicate on three different channels: localarea, retail/night-time and to a wider audience formajor events, demonstrations and incidents. For thefirst time, we will be able to deliver bespokecommunications to bespoke audiences.

Street CleansingWe know clean, fresh, litter-free streets are a pre-requisite for an area of this calibre. Throughcollaborative working we have developed anintelligent approach to effective street cleansing. Wewill raise issues at a higher level to influence thosesetting the street management strategy agenda.

We will monitor the impact of urination hotspots,street flushing and litter picking. Our Heart ofLondon Ambassadors are the eyes and ears on thestreets, helping identify and rectify these and otherissues. These Ambassadors meet with businessesevery day to listen and respond, providing the mosteffective process to manage the issues you raise.

We will establish baseline agreements withWestminster City Council to identify gaps and helpprovide additional cleansing support wherenecessary. An area of such prestige deserves aseamless service of street cleansing - 52 weeks and365 days a year.


“The immediacy of this is excellent. Through RadioLink our staff can be better prepared to handlesituations, safeguarding staff and customers alike.”

Alex Garland, Managing Director, Planet Hollywood


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Effective, integrated street management

Efficient problem-solving for every day issues

A Business Crime Reduction Partnership

A friendly ambassadorial welcome to the area

Reduced crime and anti-social behaviour

Reduced incidents of rough sleeping

Contingency planning

Support regarding demonstrations and parades

Fresh and clean streets

OUR PROMISE



We will provide a vital two-way artery of factual,timely intelligence. Connectivity helps us punchabove our weight on issues that affect you. If we areto influence effectively we must have constant andregular communication with you and our robustcontact programme will ensure we are connectingwith you at many levels within your business to listenas well as to inform.

We will fuel you with information about anything thatimpacts the environment in which you trade.

Effective communication allows us as a businesscommunity to share invaluable experience andexpertise; to provide information on which to basetrading decisions and to present a unified voice.

One to One ContactWe pride ourselves on being able to listen to businessto know your views, gather your opinion on policiesand feed through changes that may affect you.

At Street LevelOur Heart of London Ambassadors provide a vitallink with you at operational level. Whilst theirprimary role is to provide a warm welcome to thearea and help wayfind with directions, they alsoproblem-solve quickly and efficiently and reportissues to the relevant agencies.

Business BriefingsFrom the London 2012 Olympic Games to planneddemonstrations and protest marches, we championand arrange business briefings on topics we know willaffect your trading environment and your staff. Weensure the right people are briefing you directly, soyou can ask the questions you need answers to.

CONNECTING WITH YOU

“We have already been invited to join Heart ofLondon’s facilitated Business Briefings and havefound them to be both interesting and information-packed.”

Helen Kirwan, Head of Facilities, British Academyof Film and Television Arts

C O N N E C T I N G W I T H YO U

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Conferences and EventsBeing included at major conferences and eventswhich are relevant to you and your business issomething we will champion and facilitate - it notonly informs but enables you to make importantconnections.

ForumsWhether sector or issue based, our forums aredesigned to keep you involved and help you prepareand plan.

Currently we run a number of forums and we will bebuilding on the range and scope of these types offorums, creating new groups as they are required.

OnlineThrough our business-dedicated website atwww.heartoflondonbid.co.uk, we provide you witha one- stop source of information, reports, researchand the latest up-to-date intelligence on everythingthat affects our area. There is also a wide range oflinks recommended to help generate usefulconnections. Our team here at Heart of Londonensures the site is constantly managed and refreshedand if you have any comments regarding the site, wewould welcome your thoughts.

E-communicationsRegular, relevant and timely e-communications is abedrock of our service. Whether it is knowing whenroadworks are planned in your street or when thefirst London 2012 Olympic Games event is beingstaged, our role is to arm you with everything youneed to pre-plan, manage and where possibleoptimise events and opportunities.

Reports and EvaluationWe will prepare and distribute Annual Reportswhich track and measure the results we areachieving against the clear objectives you have set usfor the next five year term. We lay out clearly in theReporting and Evaluating section exactly how weplan to do this.


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Extensive consultancy and engagement with you

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

OUR PROMISE


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The Purpose of BIDsBusiness Improvement Districts (BIDs) are business-led and business-funded organisations formed toimprove a defined commercial area. BIDs arestatutorily established having been voted for by themajority of businesses in the defined area and havea maximum term of five years before returning totheir electorate in order to be renewed. Heart ofLondon Business Alliance was the first BID to beestablished in central London in 2005 and over 120BIDs are now operating across the UK.

AccreditationHeart of London Business Alliance is a British BIDsAccredited organisation and we will be applying in2012 for the Advanced Level Accreditation furtherunderpinning our quality management systems.

The CompanyHeart of London Business Alliance is the BIDProposer for the new BID area along Piccadilly andSt James’s and is the legal entity that will run theactivities of that BID assuming a successful ballot,alongside its existing BID area around LeicesterSquare and Piccadilly Circus. This ballot is being runseparately but simultaneously with the Renewalballot for the existing area.

In the event that one of the ballots is unsuccessful,Heart of London Business Alliance will continue torun activities in the successful area.

The BoardThe current Heart of London Business AllianceBoard of Directors lead and guide the work of theBusiness Alliance and have been elected from avariety of sectors including property owners to offera wide range of skills, experience and balancedopinion. In the event of a successful ballot in thePiccadilly and St James’s area, the Board membershipwill be broadened to ensure a balancedrepresentation from both geographical areas.

The Heart of London TeamThe professional and enthusiastic team at Heart ofLondon Business Alliance will deliver the projectsand services outlined in the Business Proposal, withthe support of specialist advisors.

Full details of our Directors and the Heart ofLondon team including how we operate, report andevaluate everything we do can be found on ourconstantly updated websitewww.heartoflondonbid.co.uk

To view the Seven Years of Delivery report visitwww.heartoflondonbid.co.uk and click ‘About Us’.

ResidentsThe Ward Councillor for St James’s is a BoardDirector at Heart of London representing the viewsof residents in the area.

GOVERNANCE

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Street AssociationsWe will continue to work in partnership with theStreet Associations in the area to ensure acollaborative approach that will benefit all thebusinesses we jointly represent.

Jermyn St and Regent St Association members whoare liable for the BID Levy at 1st April 2012, will nothave to invest twice. Association membership feeswill be ring-fenced within the BID Levy and paid tothe individual Associations.

Other businesses in Jermyn St or Lower Regent Stwho are liable for the BID Levy will be invited tobecome Association members and theirmembership fee (as at September 2011) will also bering-fenced. This fee will be capped at 1% of theRateable Value as at 1st April 2012.

The BID Levy will be allocated against the agreedBusiness Plan which has been developed throughextensive consultation with all businesses. TheAssociations will play a role in the businessmanagement structure through involvement, whereappropriate, as co-opted members of the SpecialTask Groups.

Voluntary FundingBusinesses of all sizes are important to us. Avoluntary membership scheme for businesses fallingbeneath the levy threshold will be established. Thiswill give smaller businesses the opportunity toengage with, and benefit from the BID whilst notbeing compelled to pay a mandatory levy.

Property Owner BIDHeart of London Business Alliance has always beenwell supported by property owners throughvoluntary contributions. Government legislation isnow emerging to facilitate a formal process toenable all owners to contribute. Finalisation of theRegulations to put this in place is anticipated toenable a ballot for property owners to take placebeyond Spring 2012. Early consultation with existingcontributors is underway.

“As property owners we must remain focused onthe long term value of our interests and werecognise that BIDs funded by owners andoccupiers enhances both this value and ourinvestment.”Anthea Harries, Portfolio Manager – St James’s, The Crown Estate


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We will provide useful intelligence and researchwhich helps your business planning as well asthorough evaluation of our work with detail of allkey activities undertaken, insights and learnings aswell as demonstrating return on investment.

Area IntelligenceWe will continue to produce the West End Trackerwhich is an index representing current and futureforecasts of socio-economic destination indicators.

We will feedback reports on the following:

• investment in the area• new business activity• business feedback and satisfaction surveys• consumer perception surveys helping

measure changes in people’s perceptions

The launch of the West End Sales Index has armedus with vital retail intelligence helping us betterunderstand the trends along our world famousstreets. To augment this, we launched the Heart ofLondon Food and Beverage Index which helps uschart monthly percentage changes in sales. Thisscheme is gathering momentum with morebusinesses choosing to take part and we willcontinue to manage this and share the importantdata it generates.

We will investigate the value of potentially installingfootflow cameras within the area to provide usefulstatistics with a view to interpreting and passing onthis information on a monthly basis.

Measuring our PerformanceIn addition we will be measuring our performanceagainst a range of indicators where we can haveinfluence:

• numbers of issues reported and sorted by Heart of London Ambassadors within set timeframes

• level of cost saving initiatives offered• media coverage analysed by editorial value

equivalent/reach and circulation/key message communication

• WOW Privilege Card offer redemptions• website visits• stakeholder feedback

REPORTING AND EVALUATING

“Now as never before we are aware of theimportance of evaluating the work we do. Settinghigh standards and delivering against these isfundamental to this Business Proposal “

Andy Godfrey, Chair, Heart of London Business Alliance


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From 24th January 2012 you will be given theopportunity to vote on this Business Proposal forHeart of London Business Alliance to becomeoperational on your behalf.

To ensure neutrality, the BID ballot is administered bythe City of Westminster Returning Officer and hisElectoral Services staff. It will be arranged in line withthe rules set out in the BID regulations (2004) asapproved by Parliament.

The ballot needs to satisfy two tests – a majority innumber of those voting and a majority in proportionof Rateable Value of those voting.

The BID levy can only come into effect if these twotests are met. The BID Levy is then applicable to alleligible businesses.

All eligible businesses will be entitled to one vote perhereditament. Some businesses occupying more thanone hereditament within the area will therefore beentitled to more than one vote.

A full list of businesses eligible to vote is available atwww.heartoflondonbid.co.uk

Voting procedures

• 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 call020 7839 3409 to speak to Sarah Porter, ChiefExecutive or Karen Baines, Head of Communicationsor email [email protected] [email protected]

Full ballot arrangements are available atwww.heartoflondonbid.co.uk

BID Levy Rules

The BID process is governed by Governmentlegislation and regulations. As such, once a majorityvote had been achieved, the BID levy becomesmandatory on all defined ratepayers.

The rules for the BID levy are as follows:

• the Renewal BID term will be five years from1st April 2012 to 31st March 2017

• the BID levy will be applied to rated properties in the BID with a Rateable Value of £150,000 or more

• the BID levy will be fixed at 1% of Rateable Value using the 2010 rating list as at 1st April2010 (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 the daily BID levy will fall on the eligible ratepayer

• charitable organisations in receipt of mandatory charitable relief from rates will receive 80% allowance

• the BID levy will not be increased other thanthose specified in these levy rules

• the BID levy is to be paid in full within 14 daysof 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 www.heartoflondonbid.co.uk

USING YOUR VOTE


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FINANCE

Voluntary income - other2%

Voluntary income - property owner12%

BID levy86%

Connecting with you7%

Reporting & evaluating9%

Indicative BID Budget 2012/13

Influencing the agenda3.5%

20128.5%

Driving down costs6%

Contingency4%

Provision forstreet associations

4%

Management8.5%

Indicative BID B udget - 5 year cash projection

Positioning & promoting27%

Integrated street management

22.5%

2012-13 2013-14 2014-15 2015-16 2016-17

Income

BID Levy 760,950 783,779 806,607 829,436 852,264

Voluntary Income - Property Owner 109,020 112,291 115,659 119,129 122,703

Voluntary Income - Other 13,648 14,057 14,479 14,914 15,361

Total 883,618 910,127 936,745 963,479 990,328

Expenditure

Influencing the agenda 29,225 30,102 31,005 31,935 32,893

Positioning & promoting 238,609 245,768 253,141 260,735 268,557

2012 74,100 0 0 0 0

Driving down costs 51,350 52,891 54,478 56,112 57,795

Integrated street management 199,230 205,207 211,363 217,704 224,235

Connecting with you 59,517 61,303 63,142 65,036 66,987

Reporting & evaluating 77,518 79,843 82,238 84,706 87,247

Management (Core Costs) 75,000 77,250 79,568 81,955 84,413

Provision for street associations 40,000 41,200 42,436 43,709 45,020

Contingency 38,048 39,189 40,330 41,472 42,613

Total 882,598 832,752 857,701 883,363 909,761

Notes: Budget figures are indicative based on the anticipated levy income. Management and overheads will cover all costsassociated with the staffing, legal, accountancy and accommodation for the BID. Assumed 0.03% annual inflationary increaseand 95% levy collection rate. Expenditure headings correlate with business plan. Voluntary income confirmed for 2012-13,assumed assured for subsequent years. Contingency based upon 5% of BID levy.


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Financial Management

Through an Operating Agreement with WestminsterCity Council the following process will be put inplace to monitor the BID finances over the durationof its five year tenure.

Within one month of the Ballot result Heart ofLondon and Westminster City Council will set up anAccounting Procedures and Monitoring Group.There will be at least two meetings of the Groupeach financial year throughout the BID term. At eachmeeting the Monitoring Group will:

• review the effectiveness of the collection andenforcement of the BID levy

• if required, assess the information provided byWestminster City Council and Heart of London and make recommendations for adjustments

On a monthly basis Westminster City Council willprovide Heart of London with the followinginformation:

• the amount of the BID levy for each BID levy payer

• the amount of the BID levy collected for eachBID levy payer

• details of those who have not paid• details of reminder notices issued• details of liability orders applied for• details of any agreement which is made to

extend the payment terms

After the first two months of the BID term and thenat six monthly intervals Heart of London willprovide Westminster City Council with the followinginformation:

• the amount of BID levy received from Westminster City Council

• the contributions received by Heart of Londonexcluding BID levy payers

• the total expenditure of the company

Within two months after the end of each financialyear Westminster City Council will provide an annualreport to Heart of London.

Within one month from the receipt of the annualreport in each financial year Heart of London shallprovide a BID Company Report to WestminsterCity Council.


Piccadilly & St James’s BID Area


Existing BID Area


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Piccadilly (to Stratton Street)Burlington ArcadePrinces ArcadePiccadilly ArcadeJermyn Street (excluding current BID area)Haymarket (excluding current BID area)Lower Regent StreetWaterloo Place Burlington House - PiccadillyEagle House - Jermyn StreetNorthdale House - HaymarketPrinces House - Jermyn StreetEagle PlaceChurch PlaceSt James’s MarketSt Albans StreetNorris StreetCarlton StreetRoyal Opera ArcadeCharles II StreetDuke StreetExcel Court

For a detailed list of properties within the BID area visit www.heartoflondonbid.co.uk

All of the following streets are included in full or in part:

BID AREA STREETS

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Heart of London Business AllianceLondon House54 Haymarket

London SW1Y 4RP

Tel: 020 7839 3409Fax: 020 7839 3413

Email: [email protected]

www.heartoflondonbid.co.ukwww.westendlondon.com

Photography by Nobuyuki TaguchiDesigned & produced by Seal


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