Renewal Proposal final artwork:Layout 1 · Renewal Proposal final artwork:Layout 1 21/10/11 12:16 Page 9. 10 Renewal Proposal final artwork:Layout 1 21/10/11 12:16 Page 10. 11 We

20122017

R E N E W A L

Renewal Proposal final artwork:Layout 1 21/10/11 12:16 Page 1

20122017

Heart of LondonRenewal Proposal


Operationally, you told us we’re delivering but thereis still more to do so we have structured a robustplan to affect further change and deliver moreimprovements with a greater attention to detail.Strategically however, there is a real appetite for astep change in how we influence at local authoritylevel and with other key partners. We’ve listenedand will ensure we deliver the scale and scope ofchange you want to see.

On a number of recent occasions we have seengreat value from coming together with other leadorganisations to approach issues with one voice. Thisis evident in our collaborative marketing approachthrough the West End Marketing Alliance; throughour joint approach to the Metropolitan PoliceAuthority influencing the future management ofprotests and demonstrations in our area and also

through the value added savings and cost efficiencieswe can affect through economies of scale. Groupapproaches like these ensure your voice is powerfullycommunicated to those who govern and shape ourpolitical, cultural and trading environment.

We will, however, never lose sight of the area-specificissues that impact your business on a day to daybasis. We have developed clear strategies to managethe differing needs of our evening and daytimeeconomies to ensure we build on the good workachieved so far and deliver against the issues ahead. With major events on our horizon from the Queen’sDiamond Jubilee to the London 2012 Olympic andParalympic Games, we will continue to work withyou to maximise these opportunities and extendtheir legacies.

4

“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.

LISTENING & EVOLVING


Many businesses outside our current area arerecognising the benefits of what we do and overthe past year we have been invited to explore thepotential of extending the existing Hear t ofLondon area to include Piccadilly and St James’s.There is a good business case for expansion of ourgeographical footprint to help further connect ourworld-leading locations. Whilst each area willretain its own Business Proposal, the extensionwould offer financial advantages and benefits whichcan be shared. This represents an exciting newdevelopment and is an integral par t of thisRenewal Proposal.

In summary, we are determined to deliver evengreater influence and impact at senior level in theboard room and at grass roots on the streets. ThisProposal reflects our extensive business consultationwith you, prioritises the main tasks we mustaccomplish and how we intend to tackle them onyour behalf in the five years ahead.

Your feedback has been fundamental. Thank you.”

Sarah Porter, Chief ExecutiveHeart of London Business Alliance

5

“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

Influencing the Agenda 11

The Year 2012 12

Delivery Plan 2012-2017 15

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


8

Achieving more through collective action

Giving higher priority to street management

Building the profile of the area whilst showcasingspecific 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’sbusinesses more

Encouraging more connectivity as part of London’s West End

Optimising the London 2012 Olympic andParalympic Games as a catalyst for more joinedup working and new ideas

YOUR PRIORITIES


9

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 change.Through extending our geographical area toencompass more iconic destinations, businesses andbrands in Piccadilly and St James’s, we furtherstrengthen our business voice, influence and impact.

Effective management of the streets withclearly defined responsibilities and priorities to tacklecrime and anti-social behaviour, ticket and taxitouting, illegal street trading and street cleansing. We have step-changed our relationships with ourpartners, Westminster City Council and theMetropolitan Police, to create a new way of workingwhich ensures the Heart of London is nowfundamental to delivery. We have negotiated atailored strategy which ensures for the very first timethat the street management teams are bespoke tothis area.

A promotional strategy to support businessesand inspire confidence for fur ther businessinvestment. A plan to drive tourism and spend,positioning the Heart of London as a vibrant part ofLondon’s West End as well as promoting theindividuality of our key locations. We will be helpingbusinesses optimise the opportunity of the London2012 Olympic and Paralympic Games, championingunique ideas and spectacular events commensuratewith our world class destination. Our aim is toincrease footfall, dwell time and spend.

Driving down costs through specialistprocurement and economies of scale, ensuring wedeliver genuine added value and tangible economicbenefit. We will be continuing to implementsuccessful schemes and investigating more initiativesto meet our businesses’ corporate socialresponsibility and environmental ambitions. We willbe supporting planning applications from concept to

implementation and upgrading our free Radio Linkservice to better share vital intelligence.

Business communications which provide a vitaltwo-way artery of factual, timely intelligence.Engagement which ensures we are problem-solvingthrough our Heart of London Ambassadors on thestreets and ensuring our businesses are included inrelevant events and at sector and issue specificforums. Our comprehensive repor ting andevaluation procedures will analyse our performanceand show return on investment.

PROPOSAL SUMMARY


10


11

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 toconsumers on our streets.

Over the past ten years our organisation hasmatured and earned its place as a crediblecontributor at strategic level, debating with policymakers to ensure your concerns are heard. You havetold us clearly that this is vital and our impact andprimary mandate for business going forward will beinfluencing decision makers to result in positiveaction on the issues that matter to you.

No issue will be too intractable, even the seeminglyunchangeable.

A major step in our evolution will be the proposedextension to our area and remit, bringing into ourfold more world class destinations, businesses andbrands from the Piccadilly and St James’s area. Thiswill help us in fur ther building our reach andinfluence over our combined trading environment,giving us a stronger business voice.

Our team will be ensuring they are influencing theright people at the right time so your businesspriorities make the agenda and importantly, makingway for you to sit at the table where appropriate topersonally shape discussions going forward.

INFLUENCING THE AGENDA

“As Chair of the newly formed Licensed OperatorsForum, we are able to put our own case forward tothose governing the Night Time Strategy for ourarea. This gives us a real sense of ownership; ofbeing able to play a genuinely active role in howand what decisions are made.”

Stephen Richards, Chief Executive, Novus Leisure

“As a business intermediary with the London 2012initiative, Heart of London provides real insightwhich will help us make the most of the uniquepossibilities the Olympic Games offer.”

Stephen Greene, Executive Chairman, Ed’s Easy Diner Holdings Ltd

“The genuine partnership approach we havenurtured here allows us to gather together as aCinema Forum with Heart of London to workcollaboratively to ensure we are delivering the bestpossible cinematic experience in the Square,bringing to life our proposition as the UK’sentertainment 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 inbringing 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


12

2012 will see the unveiling of Leicester Square andwe have plans for an exciting launch heralding a newera for this iconic site. We have championed andwill deliver a robust ten year Management Planensuring the area is maintained to the highest levelsin the future.

Hosting and celebrating globally important eventsbrings with it a world of oppor tunity - andrealistically, some challenges to overcome.

A major role for the coming year is to help youmaximise the value of The Queen’s Diamond Jubileeand The London 2012 Olympic and ParalympicGames, working hard to develop a programme of

activities to ensure that our area is very much partof these momentous events whilst minimisingdisruption to your business.

Already we have begun.

We held our first Business Breakfast with you back in2009, hosted by the Mayor of London and Lord Coeheralding what Games Time will bring to London.Since then we have been working hard to ensure weare your first port-of-call for news, information andadvice. Our aim is to ensure we do everything possibleto keep business moving, providing information andsupport before and during the Games.

THE YEAR 2012


13

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 helpyou in your own 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 and materials to enter into the celebrations in cost-effective ways which reflect the vision for this event and inextricably link you to it

• how to join in the ‘Welcome’ aspect where wecan all play a vital role. We are integral to theWelcome to London initiative which is dedicated to delivering the best experience the capital has to offer through integrated, co-ordinated visitor information and resourceplanning. It is about ensuring our location is visitor-centric, reflecting our local content and personality

We are an active partner in the Welcome to LondonAdvisory Group making sure your views arerepresented in how we welcome, marshal and entertainthe many millions of visitors we expect in 2012.

Our team will continue working with WestminsterCity Council, the Metropolitan Police, the Mayor’sOffice and others as they prepare their operations.Every month we will be meeting with WestminsterCity Council to discuss current issues and theirpotential impact. As operational plans are firmed upwe will ensure our businesses’ needs are kept at theforefront and dissemination of information is quickand factual.

“London 2012 will bring together the world’s greatestsporting event and its greatest city. Businesses hereare already helping deliver an economic, social andsporting legacy for years to come.”

Paul Deighton, Chief Executive, LondonOrganising Committee of the Olympic Gamesand Paralympic Games

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

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



15

DELIVERY PLAN 2012-2017


16

MANAGING THE STREETSEffective Street Management remains paramounton your agenda.

We have step changed our relationships with ourpar tners, Westminster City Council and theMetropolitan Police , to create a genuinelycollaborative structure, pooling our resources andskills to create a new way of working which ensuresHeart of London is now fundamental to delivery.

We have negotiated a tailored strategy whichensures for the very first time that our streetmanagement teams are bespoke to this area. A teamof professionals dedicated to delivering the bestpossible results.

“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

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


17


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 Hear t of LondonWardens

Heart of London Street Manager: deputy to theBusiness Neighbourhood Manager, managing Heartof London Ambassadors and handling day to dayissues and priorities. A direct operational link forbusinesses

Heart of London Ambassadors: handling businessliaison, repor ting issues, 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 West End & China Town Safer NeighbourhoodTeam, Neighbourhood Crime Reduction Officers,other local wardens and partner agencies willcontinue to feed into the structure and work as partof the overall team.

This custom-built team provides strategic andoperational management of the streets and is taskedto deliver the priorities you set out throughconsultation:

• crime and anti-social behaviour• ticket and taxi touting• illegal street trading• street cleansing• contingency planning for major incidents

18

Business Neighbourhood Management Team

Neighbourhood Crime Reduction

Team

Safer Neighbourhood

Team

Street ManagerBusiness

Neighbourhood Manager

Heart of LondonAmbassadors

Heart of LondonWardens

Partners


This new Business Neighbourhood Management Team will be providing seamless and comprehensive streetmanagement services working to a three year strategy from 2011 – 2014. We play an important role influencingand developing these plans and have ensured that the key priority is to tackle crime and disorder for the night-time economy.


In addition, the Business Neighbourhood Manager,supported by the Street Manager, will be responsiblefor overseeing the Leicester Square ManagementPlan 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 CrimeInitiatives where we have demonstrated real successfor example through:

• high visibility policing operations• illegal taxi operations• retail crime operations• reassurance patrols• business vigilance and awareness programmes

We will champion business continuity helping to armand empower business through continuing tofacilitate tactical briefings such as Project Griffin andProject Argus and developing crime preventionmaterials.

Business Crime Reduction PartnershipThrough Hear t of London Business CrimeReduction Partnership we bring our businessmembers together with the Metropolitan Police andWestminster Neighbourhood Crime Reduction

Officers, as well as CCTV and other local agencies tohelp reduce crime and anti social behaviour. Integralto this Partnership is our Radio Link scheme and ourhosting of regular Business Watch, Pub Watch andCafewatch meetings to share information anddiscuss issues.

19

“The threat of terrorism is always with us andworking with Heart of London to raise awarenessand mitigate risk through Business Briefings is vital.Continuity planning is just one area where wevalue the role the Alliance plays in helping us to safeguard our area and our people.”

William Differ, Operations Director, Delfont Mackintosh


“When it comes to street management, it’s allabout attention to detail. We appreciate the needfor a strategic masterplan, but it’s the day-to-daydetail that matters too and I think it is reallyimportant that Heart of London is committed to tackle both.”

Tony Hutt, Associate, Four Communications

“There are recurring issues on our streets whichneed time and energy to resolve and I appreciatethat Heart of London listen and champion myconcerns to help not just my business but the areaas a whole.”

Michael Levy, Business Owner


The Night Time EconomyWe will work together with Westminster CityCouncil and the Metropolitan Police helpinginfluence the future strategy and delivering thefollowing 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 OperatorsForum, linking into the Night Time Economy SteeringGroup which is chaired and attended by businesses,ensuring appropriate and powerful representation.

One of the first goals for this group will be todevelop the relationship and connection betweenlicensed premises door staff and the authorities. Wewill drive forward a plan to provide them withweekly updates and detail about current crimetrends and suspects and encourage more use of theHeart of London Radio Link. The aim will be toempower the door supervisors with moreknowledge about crime in the area and how best tomanage crowds and where necessary crime scenes.We will also be staging seminars to bring the Policeand door staff together to build rappor t andconfidence in working in partnership together.

Street PerformersAs a result of an increasing number of issues relatingto management of street performers, we will workwith Westminster City Council to actively look at theprovisions for ‘busker’ licensing under the LondonLocal Authorities Act 2000. A new licensing schemewould enable us to ensure we control the quality ofperformers on our streets addressing the issuesraised by local businesses and residents. It will allowus to enforce against illegal, low quality performersand instead ensure a broad range of creative, livelyentertainers who add value to our area.

20

“It’s about making sure the environment is as safeat night as it is during the day. Our customers needto feel confident and welcomed whatever the time.”

Peter Sullivan, Managing Director, West OneFoods, McDonald’s Restaurants

“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



21

Street Cleansing

We know clean, fresh, litter-free streets remain highon your priority list.

Street urination remains a real issue in our area andwe will ensure we have the right cleaningprogramme to tackle this and other issues such aschewing gum removal as and where it is required. We are actioning the following to ensure we deliveran improved environment:

• 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 collaborativeworking we have developed an intelligent approachto effective street cleansing. We will provide ongoingtargeted cleansing support but also raise issues at ahigher level to influence those setting the streetmanagement strategy agenda.

Our Heart of London Ambassadors remain the eyesand ears on the streets, helping identify and rectifyissues. These Ambassadors meet with businessesevery day to listen and respond, providing the mosteffective process to manage the issues you raise.

As before, 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.

“Since Heart of London has been in place here, we have seen a demonstrable difference in streetcleanliness. It’s essential they continue to keep upthe standard.”

Jamie Campbell-Harris, Chief Financial Officerand Company Secretary, Incisive Media

“Shaver’s Place has long suffered from peopleusing it as a public toilet. Heart of London hashelped us reduce this greatly which makes it abetter place for our team to work.”

Judy Fernyhough, Manager, American Express Travel Services

“From Alan Bennett to Kim Cattrall, Keira Knightleyto Mark Rylance, we attract renowned actors andhighly acclaimed productions to our West EndTheatre. It’s vital the areas surrounding our GradeII listed building are fresh, clean and welcoming asfirst impressions really count. I am confident theHeart of London team will remain on top of thetask and in control.”

Juliet Hayes, Theatre Manager, The Harold PinterTheatre (Formerly The Comedy Theatre)



22

Public Realm and EventManagementA 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 it’s 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.

Parades, Protests andDemonstrationsWe will continue to influence the Metropolitan PoliceAuthority to ensure these events are notcommercially damaging to your business. We willchampion your concerns to ensure we are part of thedecision making process as to how these events aremanaged in the future.

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 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.

Radio LinkWe 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.


“There are so many organisations for businesseslike ourselves to liaise with on a regular basis fromWestminster City Council and the Police to all thoseinvolved in the Olympic Games. Having Heart ofLondon there to bring together these parties for us helps enormously, not just in time saving butknowing they have our interests at heart.”

Alka Chandolia, Sales and Marketing Director, Ripley’s Believe It or Not!


Looking to the Future

Having been successful in bringing together fundingfor major improvements for Coventry Street,Piccadilly Circus, Shaftesbury Avenue and LeicesterSquare, we now want to ensure other streets benefitfrom investment and priority – from Haymarket toGreat Windmill Street and encompassing the manyside streets integral to our area.

To this end we have commissioned a Public RealmVision and Plan. The scoping document will look ata range of plans, illustrations and a draft animationto communicate the challenges and opportunities. It will provide us with a clear appraisal of importantexisting and proposed pedestrian links and apragmatic appraisal of the scope for phased futureimprovements.

Street clutter, for example, can ruin the settings offine streets, buildings and views and be physicallyobstructive, taking up valuable space where peoplewant to walk or gather to enjoy the experience ofbeing here. Haymarket is a grand boulevard withoutstanding buildings but the layout and look of thepaving and furnishing, as well as the complexnetworks of side streets has created a messy andinconvenient image for visitors. These are the kindsof issues the commission will be addressing.

Leicester Square Improvement Scheme is due forcompletion in April 2012 heralding a new era for thisiconic site. It has been about transforming the areafrom a through-route to a destination in its ownright. A crucial consideration we have championed

is the negotiation of a ten year Management Plan forthe Square ensuring the new standards established inLeicester Square are maintained.

The Management Plan will have:

• 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 co-ordination and day-to-day delivery of the plan

• a Strategic Steering Group accountable for itsdelivery comprising Heart of London, property owners, Westminster City Council and the Metropolitan Police

We will ensure the day-to-day operation of LeicesterSquare has focus and resource, ensuring everyaspect from access and cleansing to event strategy iscollaboratively and effectively managed.

Property Owner BIDThe Heart of London Business Alliance has alwaysbeen well supported by property owners within thearea through voluntary contributions. Governmentlegislation is now emerging to facilitate a formalprocess to enable all owners to contribute.Finalisation of the Regulations to put this in place isanticipated to enable a ballot for property owners totake place beyond Spring 2012. Early consultationwith existing contributors is underway.

“As property owners we must remain focused on the long term value of our interests and werecognise that BIDs funded by owners and occupiersenhances both this value and our investment.”

John James, Managing Director, Soho Estates

23




25

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 managedand how it evolves

Quality, licensed street entertainment

Cleaner streetscape to welcome visitors

Enhanced side streets

A vibrant, well maintained and managed Leicester Square

OUR PROMISE



26

A resounding element of your feedback was theneed to firmly position the area on theinternational and national stage as theentertainment and leisure heart of the West Endbut equally importantly, promote the individualityof our key locations and the breadth of our offer.

To achieve this we have developed a marketingstrategy 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 inspireconfidence for further business investment and todrive tourism and spend.

Promoting London’s West EndThrough our work with the West End MarketingAlliance we have been, and will continue tovigorously promote London’s West End. We are twoyears into our three year strategy of positioning thearea as ‘London West End: shopping, entertainmentand culture like nowhere else’ and our intensivemarketing and media relations activities have gonefrom strength to strength, helping drive footfall andensure we are in the spotlight.

We have made significant impact with imaginativeprojects like The Maze which promoted the diversity ofLondon’s West End. This was staged for five days inTrafalgar Square attracting 30,000 visitors, over 200global broadcasts and features, generating coverage witha PR value worth £4 million around this single activity.

POSITIONING AND PROMOTING

"We are pleased to be working collaboratively withHeart of London and our colleagues at other worldfamous venues like The Royal Academy helping tobring to life the diversity of the arts and culture offer here in the Heart of London."

Sandy Nairne, Director, National Portrait Gallery


27

With the level of investment we have attracted in ourpublic space and the number of exciting brands here,we have a compelling story to tell. We negotiate forinfluential journalists from both home and abroad toexperience for themselves just how much there is todo, see and enjoy here – staying in our hotels, relaxingin our restaurants and bars, watching films or going tothe theatre: taking time out here in the Heart ofLondon area.

For the Royal Wedding this year, we worked with theForeign Press Association hosting an internationalmedia event at Lancaster House. Over 200 guestsattended along with 160 media contacts from acrossthe world resulting in 73 broadcasts and features witha PR value of over £2.76 million. We will be leveragingthese established media relationships to ensure our

area has share of voice before, during and after theLondon 2012 Olympic and Paralympic Games.

Our plan for 2012 and beyond will be building on allthese successful activities and events to celebrate thebreadth of offer here and welcoming the world to athriving, vibrant location filled with exciting places andservices – the entertainment heart of the city.

As a ‘Platinum’ partner we will continue to workclosely with London & Partners where our collectivegoal is to ensure London is recognised as the ‘bestbig city on earth!’ Through this partnership we speakwith one voice, vision and mission to all audiences inthe UK and internationally. Our role is to ensure thisarea is integral to that strategy so that the vibrancyand personality of the area is championed.


Celebrating our IconicLocationsTo underpin the individuality of Leicester Square,Shaftesbury Avenue and Piccadilly Circus we will becelebrating their unique appeal and bringing them to life.

Through our Management Plan for Leicester Squarewe have a clearly defined events and cultural strategywhich involves:

Developing a calendar of events to help us all makethe most of our spectacular new space and we arecurrently working up plans for the official opening ofLeicester Square in 2012. Ideas include a stunninginteractive photographic concept entitled ‘OnCamera, Off Set’ where we will be revealing neverseen, behind-the-scenes images of famous actors,directors and producers at work making some ofour most memorable films.

Celebrating Premieres should not just be about onenight stands! With 52 premieres on average everyyear, we have a massive opportunity to get involvedand maximise the commercial opportunity foreveryone in and around the Square. It’s about howwe dress the location, what we serve in ourrestaurants or display in our windows. We willconnect with the Film Distributors Association andWestminster’s Special Events team to work smarter.Through pre-planning, we can make much more ofthe opportunities presented.

We will be coming to you with ideas on how we canconnect with the Queen’s Diamond Jubileecelebrations. We will be sharing these and gatheringyours then working with the West End MarketingAlliance to turn your aspirations into reality.

Christmas in the Square remains high on youragenda. We know you are looking to us to help

bring a magical, interactive event to the Square in 2012 and beyond. We are listening to youraspirations and through discussion with you willdevelop events that attract footfall and increasedwell time.

Over the past few years we have seen the West EndLive event gather momentum, support and exposure.Our role going forward is to ensure we assist inhelping business engage with, and benefit from theexperience and the attendant focus on our area.

“We really want to be part of every premiere –not just on the night but through involvement inthe spirit of each new film, make it come alive forour customers as well as those out there celebrity-spotting on the red carpet.”

Alexa Reid, Managing Director, Angus Steakhouse

“As the entertainment gateway to the West End,Leicester Square is the natural home for W Hotelsgiven our passion points of film, music andentertainment. Working alongside Heart of Londonto jointly promote the area is incredibly importantas we continue to build our brand in its newLondon location.”

Michael Wale, Senior Vice President,Starwood Hotels & Resorts

28

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


29


Judging by your response to our new CoventryStreet Lights, we know there is an appetite to extendthe sparkle to other streets.We are developing ideasfor lighting and illuminating the area, linking streetstogether and will be sharing our designs and ideasfor 2012 with you.

Promoting IndividualBusinessesWe will be invigorating our websites to bettershowcase your business to two distinct audiences –Londoners and those local to the area plus theinternational visitor. Our consumer site atwww.westendlondon.com will continue to positionthe area as ‘London West End: shopping,entertainment and culture like nowhere else’. Weare currently looking at developing ways to make thisinformation more available and accessible to peopleon the move. We connect through Twitter andFacebook keeping our area and your businessrelevant and front-of-mind.

We have developed an exciting new site atwww.leicester-square-films.co.uk. After agreeing the

need for a defined offering for the Heart of Londonarea, our research demonstrated that significant localand global web searches were performed bypotential visitors using the terms ‘Leicester Square’,‘films’ and ‘premieres’. This identified Leicester Squarepremieres as the anchor destination for the areahelping us leverage and drive traffic here.

We will be talking to you over the coming months tobring this great new facility alive throughcompetitions and offers, making it work hard forbusiness.

We must not forget the valuable role played out byour Heart of London Ambassadors every day. Theyprovide the welcoming smile to our area and helpsignpost visitors to your venues. We will be ensuringthey are up-to-date with your developments,ensuring they can make the right connections.

Through the highly successful WOW Privilege Cardwe ensure all those working in the area can benefitfrom the raft of local business promotions andspecial offers we negotiate.



31

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

OUR PROMISE




33

We provide a vital two way artery of factual, timelyintelligence. Connectivity helps us punch above ourweight on issues that affect you. If we are to influenceeffectively we must have tangible evidence of these issues and over the past few years we havedeveloped a contact programme with ourbusinesses which effectively manages this.

Through the Heart of London Business CrimeReduction Partnership we bring our businessmembers together with the Metropolitan Police andWestminster Neighbourhood Crime Reduction Officers, as well as CCTV and other local agencies tohelp reduce crime and anti-social behaviour.

We will continue to fuel you with information aboutanything that impacts the environment in which youtrade. Importantly we aim to further improve thisgoing forward by ensuring we connect at many levelswithin your business to listen as well as to inform. 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 the solid relationship andpartnership we have developed with you. It’s at thecore of what we do: listening to your views, gatheringyour opinion on policies and feeding throughchanges that may affect you.

At Street LevelOur Heart of London Ambassadors provide a vitallink with you at operational level. Their role is toproblem-solve quickly and efficiently and reportissues to the relevant agencies.

CONNECTING WITH YOU

“Having such regular contact is ideal, knowing thatwe can share our problems with people who canhelp. 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

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

“The team at Heart of London have been invaluablewith supporting our Coca-Cola interactive campaignsat Piccadilly and connecting us with the right teamsat Westminster City Council. Consequently byenabling this campaign to happen, it has wonawards and paved the way for similar activity.”

Alastair Patrick, Sedley Place (on behalf of Coca-Cola)


34

Business BriefingsFrom the London 2012 Olympic and ParalympicGames to planned demonstrations, protest marchesand threat levels, we champion and arrange businessbriefings on topics we know will affect your tradingenvironment and your staff. We ensure the rightpeople are briefing you directly, so you can ask thequestions you need answers to.

Conferences and EventsBeing included at major conferences and eventswhich are relevant to you and your business issomething we will continue to champion andfacilitate - it not only informs but enables you tomake important connections.

Business ForumsWe know from you how valuable these forums havebecome. Whether sector or issue based, these aredesigned to keep you involved and help you prepareand plan. Our monthly Pub Watch meetings forexample allow us all to work closely with the SaferNeighbourhood Team to manage the implications ofspecial events held in our area.

We will be building on the range and scope of thesetypes of forums, creating new groups as they arerequired.

OnlineThrough our business-dedicated website atwww.heartoflondonbid.co.uk, we provide you witha one-stop source of information, reports, research

and 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 Londonensure 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 thenext premiere is scheduled, our role is to arm youwith everything you need to pre-plan, manage andwhere possible optimise 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.

NetworkingAnd finally – we plan to spend more time with youon a social level – whether it’s pre-Christmas or afterthe AGM, we are keen to cement our relationshipswith you and keep our finger on the pulse of whatyou think and feel.

“As a new business in Leicester Square, we havefound the Heart of London Business Briefings to betimely and information-packed – essential for us as we became acquainted with the area. Heart ofLondon has also referred us to some very valuableresources that have enabled an efficient start-up of our operations.”

Susan Saideman, President, Mars Retail Group“These are valuable communications for us – knowingexactly what is going on across our area makes usfeel very much part of the community here.”

Nick Harding, Group Commercial Manager,Servoca plc



35

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

OUR PROMISE




37

Everything we do has to count economically. Ourgoal is to add value to your business throughdelivering tangible financial benefits.

Extending the reach of our organisation intoPiccadilly and St James’s will allow us to facilitatechange through increased geographical area andmembership base, enhancing your voice andinfluence amongst strategic agencies and partners,property owners and developers.

An enhanced income stream will enable greatereconomies of scale, helping us to save you moneythrough efficiency savings and adding value to theresources already in place both in skills and scope. Our strategy is to devise further ideas and procuremore services to deliver cost savings for you,consistently looking at opportunities throughworking with third parties and other funding bodies.

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 beencollected which is equivalent of 171.5 tonnes ofwaste. This has lead to a saving by 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.

WasteWe will be introducing a Zero-2-Landfill wastescheme which will augment the successful recyclingscheme. We will be considering schemes for foodand glass waste in par ticular. A single provideracross the entire community will mean bettercosts, better control, better service levels andreduced traffic flows through the community. Alsolet’s not forget that there will be NO waste goingto landfill anymore.

DRIVING DOWN COSTS

“Recycling is really helpful but food and glass is thebig issue for us so we are keen to see Heart ofLondon looking specifically at supporting this.”

Darren Earl, General Manager, Yates

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


38

ProcurementBy bringing together the buying power of thecommunity we are able to reduce costs and improveservice levels for every business, without it costingbusinesses anything in time and effort. We will beworking with specialist par tners to review, forexample, businesses current utilities contracts andrenegotiating for them. Our aim is to save everybusiness their BID levy and more. We will also reviewhow our businesses are using their energy andprovide you with a report on how you can furthersave 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

Alfresco Plann ingWe will continue to help identify new areas foralfresco pitches. From concept to implementation,you can count on us to champion your applicationsand assist in meeting and talking to the right people.We will simplify the complexities of planning andlicensing to help deliver the outdoor eating anddrinking experience our area has committed to.

Radio LinkMany of our businesses now take advantage of ourfree Radio Link scheme which helps to facilitateshared intelligence. The service is linked into CCTV,the Police and our Heart of London Ambassadorsproviding a seamless communication, ensuringbusiness is forewarned and forearmed.

The WOW Privilege CardWith over 4,500 cards now in circulation you havegiven your resounding support to this reward card. It’sabout giving back to our own trading community andall of us who work here – those special promotionsand offers that add value and help us enjoy the greatfacilities and services we have in our area.

We are committed to evolving this scheme to allowbusinesses more flexibility to change and enhanceoffers instantly to capitalise on time-sensitiveopportunities. This will ensure we provide an evenmore proactive and valuable service.

“The time saved through your help and adviceregarding alfresco planning alone has paid for ourlevy to your organisation.”

Barry Brewster, General Manager, JD Wetherspoon plc

“The immediacy of this is excellent. ThroughRadio Link our front line security staff are betterprepared to handle situations, safeguarding staffand customers alike.”

Bruce Davidson, Technology Director, Global Radio



39

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

OUR PROMISE



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 and the legal entity that runs the BIDactivities in the existing area around Leicester Squareand Piccadilly Circus. Pending a successful renewalballot it will continue to run these activities for thisarea. It is also the BID Proposer for an extended areaalong Piccadilly and St James’s and pending anothersuccessful ballot, which is being run separately butsimultaneously, will become the legal entity that willrun those BID activities.

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 theextended area, the Board membership will bebroadened to ensure a balanced representationfrom 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 Renewal Proposal, withthe support of specialist advisors.

Full details of our Directors and the Hear t 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. A member from the localResidents Association also attends our Boardmeetings as an observer.

Financial ManagementThe financial and operating arrangements willcontinue to be monitored through the OperatingAgreement in place between Heart of London andWestminster City Council.

GOVERNANCE

40


41

Thorough evaluation of our work we will providedetails of all key activities undertaken, insights andlearnings and 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.

As the area attracts so many events and celebrations,understanding and monitoring footflow takes on evenmore importance. The five footflow cameras we haveinstalled will continue to provide useful statistics andwe are committed to interpreting and passing on thisinformation on a monthly basis. In the future, wewill be looking to enhance this service throughidentifying new appropriate sites for new cameras.

The launch of the West End Sales Index has armedus with vital retail intelligence helping us betterunderstand the trends along our world famousstreets. We want more of you involved.

To augment this, we launched the Food andBeverage Index which helps us chart monthlypercentage changes in sales. This scheme is gatheringmomentum with more of our businesses choosingto take part and we will continue to manage this andshare the important data it generates.

Company ReportingPublished Baseline Agreements and Service LevelAgreements will be negotiated with all relevantpartners and will be available on our website as ourbenchmark criteria.

Having achieved British BIDs Accreditation, wewill be applying for the Advanced LevelAccreditation fur ther underpinning our qualitymanagement systems.

Robust annual reporting of activities and results toinclude:

• 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

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 Renewal Proposal”

Andy Godfrey, Chair, Heart of London Business Alliance


FINANCE

Voluntary income - other1.5%

Voluntary income - property owner11.5%

BID levy82%

Connecting with you6%

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 2012-13, assumed assured for subsequent years. Contingency based upon 5% of BID levy.

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

Income

BID Levy 777,409 800,731 824,053 847,376 870,698

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

Reserves Carried Forward 50,000 50,000 50,000 50,000 50,000

Total 950,077 977,079 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 188,734 194,396 200,228 206,235 212,422

2012 48,450 0 0 0 0

Driving down costs 61,800 63,654 65,564 67,531 69,557

Integrated street management 345,370 355,731 366,403 377,395 388,717

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

Reporting & evaluating 99,843 102,838 105,923 109,101 112,374

Management 75,000 77,250 79,568 81,955 84,413

Contingency 38,870 40,037 41,203 42,369 43,535

Total 946,810 925,311 953,036 981,557 1,010,898

Indicative BID Budget 2012/13

Influencing the agenda3%

20125%

Driving down costs6.5%

Contingency4%

Management8%

Reporting & evaluating11%

Reserves carried forward5%

Indicative BID Budget - 5 year cash projection 2012 to 2017

Positioning & promoting20%

Integrated street management

36.5%

42


43

From 24th January 2012 you will be given theopportunity to vote on this Renewal Proposal forHeart of London Business Alliance to continue to athird term.

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 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 call020 7839 3409 to speak to Sarah Porter, ChiefExecutive or Karen Baines, Head of Communicationsor email [email protected] or [email protected] ballot arrangements are available atwww.heartoflondonbid.co.uk

BID Levy RulesThe BID process is governed by Governmentlegislation and regulations. As such, once a majorityvote has 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 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 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 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

www.heartoflondonbid.co.uk

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.

USING YOUR VOTE


Proposed BID Area - Piccadilly & St James’s


BID Area



47

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 www.heartoflondonbid.co.uk

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

BID AREA STREETS

47



LONDON WEST ENDshopping, entertainment and culture like nowhere else



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

www.leicester-square-films.co.uk

Photography by Nobuyuki TaguchiDesigned & produced by Seal



Documents

Renewal Proposal final artwork:Layout 1 · Renewal Proposal final artwork:Layout 1 21/10/11 12:16 Page 9. 10 Renewal Proposal final artwork:Layout 1 21/10/11 12:16 Page 10. 11 We