PRODUCED BY

DEVELOP CROYDON FORUM

ANNUAL REVIEW 2018

109I attended the Develop Croydon Conference in 2018. I have been in property and construction for 40 years and I can confirm that the Conference was the best I have attended in all of that time. The calibre of the speakers were of the highest order and all conveyed their thoughts and presentations with a view to Croydon’s future. I would recommend to anyone to attend the Conference in 2019. P

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The past year has been an exciting one for Croydon as developments gather pace on key projects and momentum builds across the borough, with an impressive number of schemes now on site across the town.

Develop Croydon also enjoyed a successful 2018, with our shortlisting in the EG Awards and being listed in the top five real estate collaborators by Estates Gazette, an accolade we are all very proud of.

The Forum has continued its work to ensure Croydon is at the forefront of regeneration with representation at the big industry events including MIPIM and the London Real Estate Forum, as well as bringing businesses, investors and developers into the town to see the changes happening with investor tours and the annual Develop Croydon Conference.

This year there has also been a specific focus on reaching out to the people who live and work in the borough with the expansion of the Occupier Forum activities, Croydon Property Show, increased social media interaction and the theming behind the conference ‘Generation Croydon’, which included a youth summit with students from across the borough. It has been important to remember that we are all working together to improve the perceptions of Croydon and to build a lasting legacy, for those who are working and living in the town today as well as for future generations. You can find out more about the Forum’s successes this year within the report.

I want to thank all our partners for your support, it is great to see the Forum continuing to grow and we welcome all of the new members who have joined in 2018 as well as thanking all of those who have continued to work with us to make Develop Croydon a success. 2019 is set to be another progressive year and I look forward to working with you all and seeing the rapid changes that are taking place, which will continue to drive the town forward.

R I C H A R D P L A N TD E V E L O P C R O Y D O N , C H A I R M A N

Regeneration programme transforming Croydon into a true, modern European city.

£5.25 billion

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The Develop Croydon Forum is a not-for-profit Community Interest Company representing key stakeholders, across the private, public

and third sectors, who want to contribute to the regeneration and economic renewal of Croydon.

- To promote Croydon as a location to invest, work and live.- To work closely with our partners & the London Borough of Croydon.

- To influence local, regional & national policy for the benefit of the borough.

- To be an authoritative source of information about the borough’s regeneration.

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The Develop Croydon Forum is a not-for-profit social enterprise set up by White Label in 2010 and officially incorporated as a Community Interest Company in 2013. An independent committee oversees the direction, activities and finances of the Develop Croydon Forum, which delivers a range of initiatives each year from investor tours to major conferences and seminars.

The company has approximately 70 key stakeholders who meet quarterly to discuss Forum business and initiatives.

An independent committee oversees the direction, activities and finances of the Forum. The committee is voted for by the

full membership. The committee meets approximately every six to eight weeks and is overseen by an independent chairman,

voted for by the committee.

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Develop Croydon has continued to build its presence at key industry events as this plays a crucial role in encouraging continued investment and development

into the borough. In 2018, Develop Croydon took a delegation to MIPIM and LREF alongside holding its own partner meetings, annual conference, and

London drinks reception. The Forum also supported the inaugural Croydon Property Show.

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A Croydon panel discussion on the NLA stage with chair Ken Shuttleworth, Make Architects, Craig Marks, Menta, David Hudson, Guildhouse Rosepride and Shifa Mustafa, London Borough of Croydon.

The hugely-popular Croydon Beer on the Beach drinks reception, in front of the London terrace, saw hundreds of Croydon produced craft beers consumed by over 250 guests.

Croydon Brunch on the Beach at Plage Goeland, sponsored by Willmott Dixon, included guests from over 50 companies.

Panel Discussion

Beer on the beach

Brunch on the beach

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2018 was the sixth year that Develop Croydon led a delegation to MIPIM Cannes – the world’s premier annual property expo, which brings together the most influential decision-makers in the market and offers access to the largest available showcase of development projects.

MIPIM

In March, Develop Croydon attended the event with the key message ‘Croydon it’s

happening’ and demonstrated how much the borough has in the pipeline, alongside all

of the developments that have already taken place. Develop Croydon organised a variety

of events and panel debates at MIPIM to help promote Croydon to a global audience,

working with the Council and other key partners: Brick by Brick, Brinson Staniland

Partnership, Croydon Partnership, Gleeds, Guildhouse Rosepride, London Property

Partners, Menta, MICA Architects, Quintessence, Riley Consulting, SHW, Sinclair Clark,

SVM Consulting Engineers, Tide Construction, Willmott Dixon and Wilson & Partners.

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Estate Forum in June at Berkeley Square, for the second year in 2018.

Partners included: CBRE, London Borough of Croydon,

Menta, Quintessence, Riley Consulting, SHW, Sinclair

Clark and Wardell Armstrong. Develop Croydon had its own

exhibition space, with an interactive media table, in a prime

position in the event space, drawing the crowds.

The strong messaging for Develop Croydon in 2018 was rounded up in the ninth annual Develop Croydon Conference, on 20th November, at Croydon Park Hotel.

In what has been described as one of the strongest

conferences to date, the packed programme focused on

‘Generation Croydon’ looking at how culture, housing,

transport and infrastructure, commercial space and retail in

the borough could continue to appeal to all ages and leave

a lasting legacy for future generations. A youth summit was

also held alongside the main conference, with students from

Coulsdon College, Croydon College, Old Palace School, Onside

Youth Zone and Trinity School all taking part in a round-table

discussion to look at what they wanted from the borough

they live in both now and in the future. Nearly 80% of those

who were surveyed said the conference had improved their

perception of Croydon and 93% said it had given them ideas or

information that would help their business attract investors.

Supporters for the event included: London Borough of

Croydon, Stanhope Schroders, Croydon Partnership, Gatwick

Airport, Menta, MICA, SHW, Sinclair Clark, R&F Properties,

Tide Construction, Whitgift Foundation and Willmott Dixon.

LREFMEETINGS

DEVELOP CROYDON CONFERENCE

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Develop Croydon held three meetings in 2018 for

Partners to attend to hear the latest updates in the

borough. Speakers have included representatives

from Croydon Council, Fairfield Halls, Tide

Construction, SHW, Optivo, Metropolitan Police,

Menta, R&F Properties, Regent Land, Buxton,

Network Rail, FI-REM Real Estate, Willmott Dixon,

Prologis, 777 Demolition, Kier, Pocket Living,

Strong Group Recruitment and Pure Res.

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In 2018, Develop Croydon decided to bring back the London Drinks Reception, which was this year sponsored by CBRE and held at their offices in St Paul’s, London.

The inaugural Croydon Property Show, supported by Develop Croydon, was held in September.

LONDON DRINKS RECEPTION

CROYDON PROPERTY SHOW

Over 120 people attended the evening event, with speeches by Cllr

Tony Newman, Leader, London Borough of Croydon, Richard Plant,

Chair, Develop Croydon Forum (Partner, SHW) and Neera Dixit,

Senior Director, CBRE.

This included a Develop Croydon Forum seminar, hosted by Richard Plant,

Chair, Develop Croydon (Partner, SHW) and Steve Yewman, Development

Director, Unibail Rodamco Westfield, detailing the benefits of living in the

borough and giving an outline of the future prospects of the town.

The event was a resounding success with nearly 300 people attending to find out

more about buying a property in Croydon and providing hugely positive feedback.

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Impact.M A R K E T I N G R E A C H & P E R C E P T I O N

Develop Croydon has continued to push forward its media presence and audience reach, ensuring that there is positive publicity

surrounding the regeneration of the borough. In 2018, the Forum was shortlisted for the Collaborators Award at the EG Awards,

has increased its social media presence, created a shared photo library and statistics report and continues to build its

website traffic and monthly bulletin reach.

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Ranking in Estates Gazette Collaborators Feature 2018

Positive images of Croydon for Partners to use in their marketing

Followers on our newly launched Instagram

New users to the Develop Croydon website

Clicks through from Develop Croydon E-Bulletins

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The number of copies produced of the Croydon News

50,954

In 2018, the Develop Croydon Forum was shortlisted for The Collaborators Award by Estates Gazette. Press coverage was received on egi and in the Estates Gazette magazine, as well as through the EG social media channels.

The Develop Croydon Committee and founding partners attended

the awards ceremony on 19th September, networking with

the leading businesses and people in the industry and gaining

recognition for the work the Forum has done since being set up in

2010. This also led to Develop Croydon being featured as number

five in the top 50 collaborators in real estate by Estates Gazette in

its collaborators supplement in November.

EG AWARDS

2018 saw a refresh of Develop Croydon with a new logo for the Forum and Occupier Forum plus a rebrand of the website, creating a modernised branding.

REBRAND

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Develop Croydon has continued to build strong relationships with both the trade and local press and secured coverage across key publications during 2018. Articles appeared in Estates Gazette, Property Week, Inside Housing, Metro, Croydon Advertiser, Business Leader and Infabode Digest. Much of the trade press coverage achieved was about the EG Awards and Develop Croydon Conference.

The Croydon News is printed two times a year, generally in time for the key industry events - MIPIM and the Develop Croydon Conference. It is distributed at the events, to interested parties, with the latest updates from Croydon and is also sent out to the general public through distribution within the Croydon Advertiser.

Develop Croydon has continued to grow its followers on Twitter with a 6% increase in 2018, with MIPIM, Develop Croydon Conference and the EG Awards creating the largest peak in impressions. Tweets from the account include links to news stories on the Develop Croydon website, live tweets from events and planning committees, plus retweets of relevant Croydon news. In 2018, Develop Croydon also created an Instagram account and currently has a growing following of over 270.

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The website continued to grow in 2018 with the news feed and development map being the most popular pages.

The site has attracted nearly 30,000 new users and almost 5,000 returning visitors. There were spikes in traffic when John Lewis was announced as an anchor tenant for the Croydon Partnership retail scheme and the Develop Croydon Conference round up newsletter.

DEVELOP CROYDON WEBSITE

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Every month Develop Croydon sends out an e-newsletter to its huge database informing readers of the latest development updates and news from the borough, along with supporting campaigns.

The Develop Croydon newsletter contact list has grown by 10% in the last year as work continues to strengthen its reach. The click to open rate is well above the average industry standard, with the number of click throughs to the website also increasing significantly to 4,838 – a 27% increase on 2018. The busiest period in terms of interaction was around the conference, with the most read newsletter being the Develop Croydon Conference round-up.

E-BULLETINS

Develop Croydon has created a statistics report collecting key data on office, industrial, residential, transport and population in the borough. The aim of which is to ensure that correct information and statistics are available and regularly

updated so it can be used for marketing and promotional purposes. The Forum commissioned Shared Intelligence to carry out the relevant research, where data was missing from the partner knowledge base. This will be published in early 2019.

STATISTICS REPORT

In 2018, a photographer was commissioned to take pictures across the borough, which could then be used for promotional purposes by all Develop Croydon Partners.

This was finalised with nearly 200 photos uploaded onto a web portal accessed via the Develop Croydon website. This library has been made accessible to all members with a username and password, so that regular imagery is available for marketing purposes.

PHOTO LIBRARY

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Impact.O C C U P I E R F O R U M

The Occupier Forum has continued to grow reaching more businesses in the borough and ensuring that Develop Croydon is able to reach out

and maintain strong relationships with the employers in Croydon and their employees.

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Develop Croydon has provided us with a great opportunity to be part of a collaboration driving the town forward. Our involvement has allowed us to communicate with key stakeholders in the town and build closer relationships with the main influencers in the borough. It has given us the platform to learn more about the

area we are working in as well as to promote our plans for the future – Oliver Bycroft, Director, Prologis

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This year a Work in Croydon steering group was set up with the largest employers represented to help steer the direction of the Occupier Forum, Develop Croydon worked with NCP to offer employees discounted parking and the first roadshow was held.

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The Occupier Forum holds meetings three times a year, Develop Croydon has continued to build on this in 2018 with a significant increase in interest for the events and the database continuing to grow.

Each meeting attracted 60 – 70 representatives, with speakers from Croydon Council, Croydon BID, Develop Croydon, Fairfield Halls, Croydon Commitment, Regus, Menta, Croydon Restaurant Quarter, NCP, Metropolitan Police and Sussex Innovation Centre and others.

MEETINGS

The Occupier Forum e-newsletter is compiled every month by Develop Croydon, with a focus on development updates relevant to employees and any cultural and business news.

The Occupier Forum newsletter database continued to grow in 2018 following the first Occupier Forum Roadshow and NCP parking campaigns. It was opened and read 27,717 times in 2018 with these numbers set to be higher as it is disseminated by employers to their employees too.

E-NEWSLETTER

In 2018 a Steering Group for the Occupier Forum was set up, with representatives from the larger companies in the town centre, in order to help shape the content of the Forum going forward.

The steering group meets twice a year to discuss current opinions and any issues the businesses and their employees are having, allowing Develop Croydon to review any actions that might be able to be taken. It currently has representatives from Superdrug, Allianz, EDF, PPF and Croydon Council, with Develop Croydon looking to extend this in 2019.

STEERING GROUP

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The Occupier Forum issued its third annual Workplace Survey in September 2018, targeted at employees in the borough to find out more information about who works in Croydon and their views on the town.

Over 500 employees took part in the survey and it was extensively promoted online via social media and the monthly e-newsletter as well as in print to the key employers and retailers. It was also distributed by Croydon BID, White Label and Croydon Council to increase reach.

The survey identified that from those who completed it over 75% said they lived within 10 miles of their work, demonstrating that the majority of the workforce are also residents.

WORKPLACE SURVEY

Why Croydon?

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Why Croydon?ALTHOUGH NEARLY HALF FELT CROYDON’S PERCEPTION HAD CHANGED FOR THE BETTER OVER THE PAST FIVE YEARS

40% listed reducing anti-social behaviour

WHEN ASKED ‘WHAT WOULD DELIVER THE MOST

SIGNIFICANT IMPACT ON CROYDON?’

45% SAID THE NEW UNIBAIL RODAMCO WESTFIELD/

HAMMERSON SHOPPING CENTRE. NEARLY A 10%

INCREASE ON 2017.

25% WANTED TO SEE A CHANGE

IN CROYDON’S IMAGE TO ‘CULTURAL CAPITAL OF

THE SOUTH EAST’

45% said the main leisure attraction was the shopping

52% are spending their leisure time in Croydon town centre on a daily, weekly or fortnightly basis.

21% listed Croydon’s nightlife as their main leisure attraction

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In 2018 it was highlighted in the Occupier Forum meetings that parking was an issue for employees in Croydon, particularly those in a part-time job.

The Occupier Forum worked with NCP to launch a promotional offer with their new ParkPass.

Discount codes were issued to employees on a first come first served basis, providing them with

a £5 cap on all day parking in any of the NCP Croydon car parks, when using their ParkPass.

The offer was extremely popular, with all the codes being allocated within weeks of the promotion

being publicised, with very positive feedback from employers throughout the town centre.

NCP PARKING OFFER

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Following feedback from the Work in Croydon steering group, it was felt that employees would benefit from Develop Croydon attending their offices, along with relevant partners, to discuss the developments and regeneration taking place around the borough.

The first roadshow was held in October at Superdrug and was a big success, with

positive feedback. Partners attending the event included Network Rail, Croydon BID

and Metropolitan Police. Further roadshows are planned for 2019 both in a private

and public setting.

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Impact.I N V E S T O R T O U R S

Develop Croydon has seen the investor tours continue to grow in popularity with both fully booked ahead of the event. This has enabled new and current developers, investors and businesses to be able to explore Croydon and get an understanding of the regeneration taking place and the opportunities to them. This year the tours also

expanded to include the Purley Way and Croydon’s industrial sector.

An outstanding tour around Croydon which was well considered and highly informative; all in good company.

I would highly recommend this event.

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The tours also provide attendees an opportunity to see all the positive work that is taking place in Croydon and help change any misconceptions.

In 2018, two tours took place in May and September with over 50 delegates attending each one. The tour consisted of a networking breakfast and lunch, a coach tour of some of the key development sites, a tram journey around the town, a tour of the Alms Houses and a walking retail tour.

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T R E A S U R E R ’ S R E P O R T

SUMMARY

The Develop Croydon Forum CIC has continued to strengthen its position during 2018 maintaining a healthy turnover, increasing membership subscriptions and controlling its spend. The result is that the non-profit organisation has successfully achieved its aim of a balanced budget targeted at promoting Croydon as an inward investment location.

FINANCIAL OVERVIEW 2018:

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PROFIT AND LOSS ACCOUNT 2018 2017 2016 2015 2014

TURNOVER £116,028 £112,178 £118,295 £127,875 £110,665

ADMINISTRATIVE EXPENSES £116,287 £112,178 -£117,320 -£119,095 -£118,745

PROFIT (LOSS) BEFORE TAXATION -£259.41 £392 £975 £8,780 -£8,080

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INCOME

The majority of the Forum’s income remains membership fees, which accounts for over 95% of the total income. The remainder of the income comes from paid advertisements in the regular Croydon News.

There was a reduction in ‘other’ income year on year as previous years have seen contributions for specific items, such as the Marketing Suite, an LBC contribution to LREF and the Occupier Forum as well as members’ delegate passes for conferences and events.

Overall membership increased in 2018 with 11 new members.

EXPENDITURE (ADMINISTRATIVE EXPENSES) BY TYPE

As in previous years, the majority of the expenses incurred by the Forum relate to its attendance at conferences and the staging of events, including Investor Tours.

EXPENDITURE BREAKDOWN

OTHER1%

CLIENT ENTERTAINMENT4% SUBSCRIPTIONS

4%AUDIT & ACCOUNTING FEES1%

OTHER PROFESSIONAL FEES7%

DESIGN2%

PR, COMMS & SOCIAL MEDIA7%

FORUM MEETING FACILITATION11%

MEMBERSHIP COMMISSION11%

E NEWS AND BULLETINS 5%

EXHIBITION/CONFERENCE CHARGES

18%

OCCUPIER FORUM 7%

MARKETING /ADVERTISING6%

INVESTOR TOURS7%

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CORPORATION TAX CHARGE1%

PRINT4%

ECONOMIC ANALYSIS RESEARCH

3%

INCOME 2018

MEMBERSHIP FEES £113,125

OTHER £2,902

TOTAL £116,028

PRODUCED BY

DEVELOP CROYDON FORUM

ANNUAL REVIEW 2018