Study of Art Galleries in St James's

Study of Art Galleries in St James’s

City Planning Delivery Unit, Built Environment

October 2012

Document Title: Study of Art Galleries in St James’s Version: Final for Publication Date: October 2012 Produced by: City of Westminster City Planning Delivery Unit City Hall, 64 Victoria Street London SW1E 6QP

Contact: Laurence Brooker, Principal Planning Officer Email: [email protected] Phone: 0207 641 2447

Contents

1. Aims of the St James’s Art Galleries Study ...... 1 2. A Brief History of St James’s ...... 3 3. The Significance of the Art Market ...... 6 Key Facts ...... 6 4. Existing Planning Policy Context ...... 7 City of Westminster Planning Policy ...... 7 London Plan Policy ...... 8 National Planning Policy Framework (NPPF), 2011 ...... 8 5. Art Galleries: Use Class Definition...... 9 6. Land Ownership ...... 10 7. Study Methodology ...... 11 Desktop Research: Secondary Data ...... 11 Questionnaire/Business Survey ...... 11 Case Studies ...... 12 8. Location and Number of Galleries in St James’s ...... 13 Mayfair and the Wider Westminster Context ...... 13 Current Views of St James’s ...... 14 9. Survey Findings ...... 15 Who Responded? ...... 15 Age of Individual Galleries and businesses ...... 15 Length of Time in Current Premises ...... 15 Unit/Premises Size and Arrangement ...... 16 Size of Business - Employees ...... 16 Nature of Business ...... 17 Diversity of the Art Market ...... 18 Links to other businesses ...... 19 Membership of Guilds and Associations ...... 19 Background to Selected Trade Associations ...... 20 10. Key Issues and Views raised by respondents ...... 21 Rents and Business Rates are expensive ...... 21 The threat of High Fashion Retailers ...... 21 Recession and Economic Downturn ...... 22 Poor parking and servicing arrangements ...... 23 Galleries and supporting services need to be clustered together ...... 23 Straw Poll: Optimistic or Pessimistic about the future? ...... 24 Views of Trade Associations ...... 24 Additional Information Provided by Trade Associations ...... 25 11. Focus on Christies & Case Studies...... 27 12. Crown Estate Strategies ...... 33 Visual Arts and Antiques Strategy ...... 33 Wider St James’s Strategy ...... 33 13. Retail Rental Information and Comparisons ...... 34 14. Conclusions and Next Steps ...... 37 Appendices ...... 40

List of Figures

Figure 1: Morgan’s map of St James’s, 1682 ...... 3 Figure 2: St James’s SPA (Draft CMP, November 2011) ...... 8 Figure 3: Land Ownership within the SPA ...... 10 Figure 4: Size of Business by number of employees ...... 17 Figure 5: Additional services offered by galleries ...... 18 Figure 6: St James’s (and surrounding area) Provable Zone A Retail Rent (Crown Estate, 2012) ...... 34 Figure 7: Comparable Zone A Retail Rents (£ per sq foot), West End streets (Crown Estate, 2012) ...... 35 Figure 8: West End Office Sub-Market Rents (£ per sqft), Winter 2011 (Colliers CRE) ...... 36

List of Tables

Table 1: Age of Art Gallery, based on Year Founded ...... 15 Table 2: Length of time in current premises ...... 16 Table 3: Number of employees ...... 17 Table 4: Specialist/Additional services provided by galleries ...... 18 Table 5: Trade Association Membership in St James’s ...... 20

Acknowledgements

The City Council would like to acknowledge the St James's Conservation Trust, who instigated the study and alerted the City Council to the issues affecting businesses and the character and function of St James's. The City Council would also like to thank the Crown Estate for their input to parts of the study, and for their sharing of information. In addition we would also like to thank the galleries of St James's for their valuable input, especially those who agreed to be interviewed as a case study, and those who responded to the questionnaire, and the trade associations BADA, SLAD and LAPADA for supporting the study, and for their input. Finally, we would like to thank the ward councillors of St James's for their generous contribution towards funding the study.

1. Aims of the St James’s Art Galleries Study

1.1 St James’s and Mayfair is the largest art market in the world, including a historic concentration of galleries, auction houses, and other art related services and retail functions. St James’s contains Christies, the world’s oldest fine art auctioneer, which has been located on King Street since 1823, and concentrated around this sit a large number of art galleries specialising in a huge variety of art and related services, catering for all parts of the market.

1.2 In this way, St James’s is similar to Savile Row, which also contains a historic concentration of niche uses. Savile Row and the associated bespoke tailoring industry was the subject of a similar report to this in 2006, which the City Council carried out to establish the current extent and makeup of the industry, to identify current issues, and to develop a set of recommendations to take forward with the support of landowners and businesses.

1.3 St James’s has its own unique and traditional character, but shares some similarities with neighbouring Mayfair in terms of uses, land ownership, and wider character and function. Mayfair also contains a significant number of art dealers in areas such as Cork Street, Dover Street, Bruton Street and others. Bond Street was traditionally a very art focused street, until many galleries and dealers were forced out by fashion retailers. Mayfair also contains the auction house Sotheby’s, which, although more loosely like Christies in St James’s acts as a focal point for the art dealers in Mayfair. The pattern of land ownership is also fairly similar, with several large landowners holding a majority of the land, including the Crown Estate’s holdings on Regent Street, substantial Grosvenor estate holdings, and smaller pockets including the Pollen estate and others. A consideration of the extent of the art market and general situation in Mayfair while producing this report, suggests that a similar study on the art galleries in Mayfair may be appropriate in the future, given issues also affecting art galleries in this area, and the proximity to St James’s.

Reasons for this Study

1.4 There is some concern that Art Galleries are potentially coming under threat in the St James’s area, as highlighted by the St James’s Conservation Trust. Anecdotal evidence suggests that galleries are facing a number of issues which could jeopardise their long term location in St James’s, including some which are financial in nature, and has led to some galleries seeking relief from non-domestic rates as a way to cope with current difficulties. As mentioned this has already happened to an extent in parts of Mayfair such as Bond Street, where a considerable number of galleries have been forced out by fashion retailers.

1.5 St James’s has been designated as a Special Policy Area (SPA) in Westminster City Council’s adopted Core Strategy (January 2011). Within SPA’s as detailed in policy CS2, the City Council is recognising and seeking to protect and promote specialist uses and functions, which in the case of St James’s covers Private Members’ Clubs, Art Galleries and niche retailers.

1.6 The City Council is currently producing its Local Plan as a further part of the Local Development Framework, which will contain the detailed policies to deliver the strategic vision contained in the adopted Core Strategy.

1.7 This study is being undertaken to establish a more comprehensive picture of the composition and extent of the Art Galleries in St James’s, and to explore the current issues being faced by businesses. This will provide insight and an evidence base to inform policy development within the City Management Plan, and potentially further help to protect the existing art galleries in the area, which are a key component of the unique character of St James’s, which has been reported to be the largest art market in the world.

Key components of this report

I. Data collection to get a comprehensive picture of the art galleries in St James’s in terms of number of occupiers, location, employees, nature of work etc. II. Collect market data on rent levels and other relevant topics. III. Identify any links between occupiers and within the market. IV. Identify key issues impacting on art galleries in St James’s. V. Assess any implications for planning policy in St James’s, and any further recommendations.

2. A Brief History of St James’s

2.1 St James’s is a historic, well defined area in the heart of the City of Westminster, bounded by Piccadilly to the north, Green Park to the West, St James’s Park and The Mall to the south, and The Haymarket to the East. The prominent grid pattern of St James’s streets originates from the 17th Century, when Henry Jermyn, 1st Earl of St Albans was granted a lease in 1661 and began developing it. Prior to this, the area was known as St James’s Field, with the Tudor Palace of St James’s at its heart. The palace was constructed around 1540, built on the site of an isolated leper hospital, which itself existed from around 1100.

2.2 Other significant dates in the creation of St James’s includes the period around 1600 when St James’s Park was created and St James’s Street was laid out, and around 1660 when St James’s Square was created and Pall Mall was laid out, with Green Park created a few years later. King Street and Bury Street, two current key locations of art dealers were created in the 1670’s, and the landmark Piccadilly retailer Fortnum & Mason was founded in 1707. The 1730s saw the establishment of other famous niche retailers who still exist in St James’s today, including J Floris and Berry Bros. The private members clubs for which St James’s is also famous started to open from the late 17th century onwards, with the earliest ones including White’s and Brooks’s. The Ritz hotel opened in 1906, and was the first major steel framed building in London.

Figure 1: Morgan’s map of St James’s, 1682

2.3 Henry Jermyn’s vision was to turn the parkland around the palace into predominantly aristocratic residences. He created the first of the West End squares in the form of St James’s Square, which was originally lined with high class townhouses. As the area of St James’s became a haunt for important political figures and writers and artists, an abundance of specialist, luxury services and retailers established themselves in the area, most notably wine merchants, perfumeries, tailors and chocolate and coffee houses. Many of the latter were turned into subscription clubs, such as Brooks’s, Boodle’s and White’s which continue to exist along Pall Mall and St James’s Street. Many clubs

originated along political lines, or with affiliation to the armed forces or British Empire, illustrating that St James’s originated and grew as a centre of political and aristocratic power.

2.4 In 1776, James Christie opened an auction house in Pall Mall (moving to their new location in King Street in 1823) which, as it is believed, began specialising in fine art due to Christie’s close relationship with local artists Thomas Gainsborough and Joshua Reynolds. By the end of the 18th Century, Christie’s and St James’s as a whole became the fashionable area for art and antiques, further resulting in artists and art galleries congregating in the area.

2.5 By the early 1800’s with the creation of Nash’s Regent Street, Waterloo Place and Carlton House Terrace, the layout of the area started to bear a very similar resemblance to what is now modern day St James’s. However, many of the buildings around St James’s had been extensively rebuilt and by the early 1900’s, St James’s Square in particular had lost much of its residential character, replaced with larger scale offices and businesses which are now part of the character of this part of St James’s.

2.6 The art gallery culture still plays a very prominent role in modern St James’s, and there continues to be a large number of privately owned art galleries, both selling and displaying art, all over the area. It is this that influenced the opening of the ‘White Cube’ in 1993. ‘White Cube’ was a single blank exhibition space, one of the smallest in Europe, yet arguably one of the most influential of the decade. It was established in a single room of a house in Duke Street and was popular with both mainstream and more avant-garde artists. It closed in 2002 but due to its popularity was reopened in Mason’s Yard in 2006 in a larger, custom-built, free-standing building, the first new building to be constructed in St James’s for more than 30 years.

Historic Character: Land Use

2.7 The following is a summary from the City of Westminster St James’s Conservation Area Audit (2002).

2.8 St James’s has a predominantly commercial focus, renowned for its concentration of members clubs, art and antique dealers and auctioneers and specialist shops. Many of the former residential properties have been converted to commercial uses, for example on St James’s Square.

2.9 In summary, numerous members clubs are located on Pall Mall and St James’s Street. Several hotels are located in the conservation area including the Ritz on Piccadilly, the St James’s Hotel and the Cavendish Hotel. The fine art auctioneers and art dealers are concentrated around the Duke Street area. Retail is concentrated in the north of the conservation area, along Piccadilly and Jermyn Street, along with a number of restaurants and cafes. Jermyn Street is renowned for specialist retailers, and the Piccadilly Market has become an established feature of St James’s Parish Church courtyard. The main focus of residential uses is in the west of the conservation area.

3. The Significance of the Art Market

3.1 The economic and social importance of the art and antiques market cannot be understated. Key to the national market is the focus of activities in Central London, which contains many of the world’s most renowned auction houses, public and private art viewing galleries, and concentrations of retail galleries, particularly in and around the St James’s area.

3.2 On the exhibiting side of the market, London has experienced a boom of recent very high profile exhibitions which have captured the public’s imagination, including exhibitions by Leonardo, David Hockney and Lucian Freud, all of which have generated massive interest and media coverage, along with huge numbers of visitors. The National Gallery and National Portrait Gallery are both located on Trafalgar Square adjacent to St James’s, and the Royal Academy of Art is located on Piccadilly, which is the northern border of the St James’s Special Policy Area, while the Serpentine Gallery is located in Hyde Park, also near to St James’s. The National Gallery is the second most visited free attraction in the country, with nearly 5 million people visiting annually (Visit England, 2010), while the National Portrait Gallery and Tate Britain are also in the top ten attractions, attracting over 1.5 million visitors each.

3.3 On the commercial side, St James’s is home to Christies, the world’s oldest fine art auctioneer, while Sotheby’s is located nearby on New Bond Street in Mayfair, and Bonhams has two locations in Westminster, at New Bond Street, and Knightsbridge. These are long established, international auction houses who act as central points for the art market globally and locally within Westminster, acting as magnets and focal points for smaller retail galleries, which are concentrated in St James’s and Mayfair.

Key Facts

• Britain has 29% of the global art and antiques market, generating £7.7 billion in sales in 2009 while directly supporting over 60,000 jobs. • British art market contributed tax revenues of nearly £1 billion in 2009. • Art dealers and auction houses spent £1.3 billion on ancillary and support services in 2009, generating indirect employment of a further 66,000 people. • Highly dependent on cross border trade, through imports and exports. • Attracts significant numbers of high spending cultural tourists to the country. • UK has 10,000 art businesses, most of which are small or medium sized enterprises employing fewer than 20 people.

4. Existing Planning Policy Context

City of Westminster Planning Policy

Core Strategy & Unitary Development Plan 4.1 Policy CS2 outlines St James’s as a Special Policy Area in which the ‘unique clusters of specialist uses which are central to London’s character’ must be protected, with a particular reference to art galleries and niche retail. Policy CS1 provides further emphasis on the importance of mixed uses in the Central Activities Zone. In addition, policy CS18 (commercial development) states that proposals for new commercial development must be appropriate in terms of scale and intensity of land uses, and character and function of the area. CS26 seeks to protect and encourage buildings and uses of national and international importance. Cases for both CS18 and CS26 could be made through evidence provided in this study.

4.2 Continuing in the Core Strategy, Policy CS21 places a specific emphasis on arts and culture. Similarly, Policies CENT1 and TACE5 of the UDP are concerned with preserving uses and functions that contribute to ‘character’ and preventing any loss of art or cultural facilities, respectively. There has been a presence of artists in St James’s since the area’s inception, with the opening of Christie’s in 1776 being the biggest instigator of the globally renowned art scene. Whether art galleries fall within class use A1 or D1, their presence in St James’s is historic, providing a continued concentration of world renowned arts and gallery uses and businesses in Central London for present and future generations.

4.3 St James’s is a designated conservation area, and contains 129 listed buildings, of which 20 are Grade 1 listed including St James’s Palace, the Parish Church of St James’s and several of the buildings of the oldest gentleman’s clubs such as Whites and Boodles on St James’s Street. There are also 34 Grade II* listed buildings, and 75 Grade II buildings, including many of the grand buildings on Pall Mall and much of St James’s Street. Listed buildings and conservation areas are covered by Core Strategy Policy CS 24, which focuses on the importance of conserving and enhancing Westminster’s heritage assets. This is covered in further detail within UDP policies DES9 (conservation areas) and DES10 (listed buildings).

City Management Plan (Consultation Draft, November 2011) 4.4 In the City Management Plan Consultation Draft, Policy CMP 1.23 covers the St James’s Special Policy Area (SPA). The draft policy designates the geographical area of the SPA (see below), with the aim of protecting and promoting the unique character of the area.

4.6 The policy seeks to protect existing private members’ clubs and art galleries (D1 uses), while stating that the council will work with landowners to protect existing niche luxury and specialist retail floor space, and promote new uses of the same type. The policy also raises the mixed use policy threshold for proposals involving an increase in the floor space of private members’ clubs, therefore reducing their liability for providing equivalent amounts of residential floor space in line with mixed use policies.

4.7 The policy justification highlights the unique nature of St James’s and the uses contained within it, along with their historic and long standing presence in the area. The mix of uses creates a unique character, while also protecting and enhancing the townscape, which is a conservation area containing

many listed buildings, formal open spaces, and private palaces, indicating the long standing function of the area and importance to Westminster.

Figure 2: St James’s SPA (Draft CMP, November 2011)

London Plan Policy 4.8 In the London Plan (adopted July 2011), the Mayor of London seeks to preserve a mix of industries and uses that are relevant to the historic character of the CAZ. Policy 2.10A states that a ‘rich mix of local as well as strategic uses’ must be maintained. Policy 2.10D places an emphasis more on the historical value of such uses, stating the need to recognise heritage and distinctive buildings.

4.9 Under policy 2.11 (CAZ – strategic functions), the policy states that ‘the Mayor will, and other boroughs and agencies should...ensure development compliments and supports the clusters of other strategically important, specialised CAZ uses including legal, health, academic, state and ‘special’ uses while also recognising the ‘mixed’ nature of much of the CAZ.’ This policy gives further justification to the designation of SPA’s and protecting clusters of uses such as art galleries.

National Planning Policy Framework (NPPF), 2011 4.10 The NPPF sets broad principles for the planning system in England and Wales. Points of note include the need for local authorities to support sustainable development, support existing business sectors (para 21), and the need to recognise and conserve heritage assets (para 126).

5. Art Galleries: Use Class Definition

D1 Class Galleries

5.1 Art galleries that serve only the purpose of displaying and exhibiting artist’s work to the public are classified as non-residential institutions and as such, fall within class D1 of the Town and Country Planning (Use Classes) Order (UCO). The current Use Classes Order 2005 (amended 2010), which underpins the UK planning system, permits changes in land use to any use only within the D1 classification under permitted development rights. Thereby in the current context, planning permission is required if an art gallery, which displays art purely for view by the public, is to be changed into any class use outside D1.

5.2 Whilst the current national planning system limits certain land uses from displacing these types of art galleries, it is still possible for these galleries to change to other uses within the D1 use class category. This would change the character of the area and erode the long standing concentration of art galleries in St James’s.

5.3 Other D1 Class uses could include: - Clinics and Health Centres - Museums otherwise unrelated to the display of art - Day centres and training facilities - Places of worship

A1 Class Galleries

5.4 There are a number of art galleries in St James’s however that, rather than having a function in the displaying of art, act instead primarily as retail galleries. Whilst still considered art galleries, in this respect however, they would fall within class A1 (Shops) of the Town and Country Planning (Use Classes) Order (UCO). Planning permission would need to be obtained if the land use is to be changed to that outside of the A1 classification. However, the current national planning system allows this type of retail art gallery to be displaced by other A1 uses, which could lead to the erosion of the historic concentration of art galleries in St James’s.

5.5 Other A1 class uses could include: - Clothes shops/other retailers - Sandwich bars/cold food takeaway - Internet café’s - Travel agency - Post office - Hairdresser

6. Land Ownership

6.1 As illustrated below, the Crown Estate is the largest single land owner in St James’s, which is unsurprising given the presence of royal palaces in the SPA, and the history of the area as a residential location for noblemen and politicians. Therefore, many of the occupiers of units within the SPA have leases either directly or indirectly with the Crown Estate, which will be discussed in more detail later on in the study. Beyond the Crown Estates’ interests, the land ownership is fragmented and hard to identify, especially around St James’s Square, meaning that there are a range of owners and interested parties across the SPA.

6.2 Beyond the immediate area of St James’s, the Crown Estate is the land owner of Regent Street, while the Grosvenor Estate owns much of the north and west of Mayfair, with a smaller but well defined area owned by the Pollen Estate, which covers Savile Row. Finally, individual buildings are owned by the Great Portland Estate, and other parts of the West End in Soho are owned by the Shaftesbury Estate.

Figure 3: Land Ownership within the SPA

7. Study Methodology

Desktop Research: Secondary Data 7.1 The first stage of research was of existing data sources to locate art galleries and associated uses in St James’s. Using existing land use data, art galleries were identified and mapped to show the concentration in St James’s and also the wider location of galleries in Westminster. This acted as a starting point for collating a contact list for the questionnaire part of the research.

7.2 In addition to existing land use data, Westminster Council undertook a land use survey of the Special Policy Area, to give a complete picture of St James’s and its current uses. This updates existing information and shows clusters of specific uses in St James’s, and allows current data to be compared against historical data to identify any significant areas of change. As an additional part of quality assuring this data, the 2011 Inter Departmental Business Register was used to analyse the number of art galleries and related uses and fill any gaps. This is a register of all VAT registered businesses in the country, and is recognised as a comprehensive, robust database.

7.3 The majority landowner, the Crown Estate was also contacted in terms of providing up to date information about its tenants, to help inform the questionnaire and survey part of the study, while also providing invaluable market data and insight about rents, leases and the property market in general in St James’s and surrounding localities.

Questionnaire/Business Survey 7.4 The key tool in this study was a survey that aimed to understand the nature, activities and extent of art galleries and associated trades in St James’s, while also giving the business owners an opportunity to express the current issues facing their trade, their level of optimism for the future, and also any other comments that they may wish to put forward.

7.5 The questionnaire and supporting letter are included in the appendices of this study. As an example, individual questions focused on the following themes: • Length of business occupation in premises. • Employment/staff and roles. • Nature of art business undertaken. • Floor space analysis. • Local connections. • Trade association membership.

7.6 Using the desktop research methods described above, a list of galleries was assembled, and eventually totalled 69 galleries, as listed in the appendices to this report. There may be some slight undercounting as the land use survey focussed on ground floor occupancy, as it is often difficult to ascertain accurate information about upper floor occupation. However, the type of use under study here tends to occupy ground floor spaces in the main part, meaning a vast majority of businesses will have been captured.

7.7 In addition, through the course of the survey, several of the major trade associations representing many of the identified businesses in St James’s leant their support to the study and made members aware of the questionnaire, which helped to encourage participation in the study.

Response Rate 7.8 The galleries were asked to respond to the survey within 2 weeks of sending it out. A reminder was sent 3-4 days before the due date, and in addition a grace period of roughly 1-2 was allowed to incorporate later responses. 32 responses were received out of 69 businesses contacted, meaning an encouraging response rate of over 46%.

7.9 In addition, three major trade associations made individual representations, providing their own perspectives and insights. In several cases, they also provided useful members surveys and additional information, which have helped to inform parts of this report, with key points and facts summarised. The trade associations who provided input are:

• The Association of Art & Antiques Dealer (LAPADA) • The Society of London Art Dealers (SLAD) • British Antique Dealers Association (BADA)

Case Studies 7.10 In addition to the questionnaire responses and secondary data collected, several case studies were undertaken, which involved site visits to individual galleries, and more in depth discussions with their proprietors. The case studies were chosen to reflect the range of galleries and specialist skills present in St James’s, illustrated through photos of the galleries themselves and the activities undertaken on site, along with information about the gallery and the key issues being faced by them along with any further information on the art market in St James’s.

7.11 Following this focus on several galleries is a case study of the recent Piccadilly two-way scheme, which addresses traffic movements and public realm in St James’s. This leads to an outline of the Crown Estate’s plans for the future of the area, and significant schemes and works in the pipeline.

8. Location and Number of Galleries in St James’s

8.1 Land Use survey data identified 69 Galleries located at ground floor level in St James’s, as illustrated on the map in Appendix 1. This list was ratified by the majority land owner, the Crown Estate, and updated by a Westminster land use survey in January 2012, which involved visiting the area and updating existing data. Within St James’s, the main concentrations of galleries are on Duke Street, Bury Street, Ryder Street, and Masons Yard, with some others located throughout the area in the arcades and other locations.

8.3 Of the 69 galleries, 65 were classified as being A1, meaning they are classified as retail units, and the remaining four units were classified as D1 (Non-Residential Institutions), including the ICA on the Mall, which acts primarily as an exhibition space. These classifications were made by the company surveying the area at the time of study, and are not necessarily an unquestionably accurate record or reflection of the lawful use of each unit in planning terms. However, to establish this, a planning history would need to be carried out on each individual unit, which is beyond the scope of this survey.

8.4 However, the City Council has considerable confidence in the classifications undertaken in the land use survey, as a vast majority of the galleries in St James’s exist in a retail capacity, and are not galleries in the same way as the National Gallery, the Tate or the Royal Academy of Arts, where works are not for sale and the purpose is for exhibiting art and viewing by the public.

Mayfair and the Wider Westminster Context 8.5 Using the Inter Departmental Business Register (IDBR), it was possible to identify all VAT registered galleries across Westminster. The IDBR is an annual dataset which is collected by Central Government, and is considered to be one of the most comprehensive and robust registers of business available. The IDBR is based on VAT trader and PAYE information from HM Revenue & Customs, Companies House and other sources. Therefore, although the coverage is comprehensive, it does not include self employed businesses, not for profit, and other types of business that fall outside of the VAT system.

8.6 Using the IDBR and other land use data sources, between 170-200 galleries were identified across Westminster. These again include retail galleries, large public exhibition galleries and other art related services in the city. The list was compiled based on Standard Industrial Classification (SIC) codes, extracting those codes relevant to the art gallery sector.

8.7 Outside of St James’s, the data showed a concentration of galleries in certain streets within Mayfair, particularly on Cork Street, and to a lesser extent on Mount Street, Bruton Street and Albermarle Street. Along with St James’s, Mayfair is the other area in Westminster that has a rich history in art dealerships, containing Sotheby’s on New Bond Street, a street that also used to house numerous galleries until fashion houses came to prominence on the street. This is an increasing feature of art galleries in Mayfair, which are coming under pressure from fashion and other retailers and being forced out of the area as rents and demand for retail space increase.

8.8 Outside of St James’s and Mayfair there are fewer concentrations of galleries, however isolated or small groups of galleries are common in other areas of Westminster including the West End, Marylebone and Belgravia, as illustrated in Appendix 1.

Current Views of St James’s

East side of Duke Street with entrance into South-East side of St James’s Street Mason’s Yard

Duke Street, illustrating loading & servicing issues. West side of Bury Street

Mason’s Yard and the White Cube Gallery Western end of Jermyn Street

9. Survey Findings

9.1 This section will consider the questionnaire responses as a whole, broken down by subject area or question number. The key issues identified by respondents will then be discussed in more detail.

Who Responded? 9.2 Out of the 33 responses, there were some clear geographical concentrations, reflecting the dominant, long standing locations of art galleries in St James’s. The largest number of responses originated from galleries on Duke Street St James’s (10 responses), followed by Bury Street (7 responses), Jermyn Street (5 responses), and Masons Yard (3 responses).

Age of Individual Galleries and businesses 9.3 Based on the year that the art galleries were founded, the average age of galleries in St James’s is 41 years (from 21 responses out of 33). The age of individual galleries varies considerably, with several having been in existence for less than 5 years, however at the other end of the spectrum, there are galleries that were founded well over 100 years ago. This illustrates the longevity of the trade, but also the ongoing demand and opportunities that exist for new galleries to open.

9.4 Overall, 71% of galleries have been in existence for between 11 and 50 years. This may suggest that galleries appear to last for a generation and may live and die with the person who founded it, illustrating the personal nature of the business.

Table 1: Age of Art Gallery, based on Year Founded Age of Gallery Number of responses Percentage 0-5 years 2 10% 6 to 10 years 1 5% 11 to 25 years 7 33% 26 to 50 years 8 38% 51 to 100 years 1 5% Over 101 years 2 10%

Length of Time in Current Premises 9.5 The length of time that galleries have been in their current premises shows a slightly different pattern to the overall age of the individual galleries. Over 50% of galleries have been located in their current premises for 10 years or under, with 25% of galleries having been located in their current premises for 31 years or more at the other extreme.

9.6 This shows that galleries may not have always been located in St James’s, or that they have moved around within the area. This is supported by insight provided by the Crown Estate, who are the major land owner in the area, and which is discussed later. This anecdotal evidence explains that leases are sometimes traded between galleries instead of being put up on the open market, meaning that galleries may sometimes switch locations within St James’s.

Table 2: Length of time in current premises Time Number of responses Percentage Less than 5 years 9 28% 6 to 10 years 8 25% 11 to 20 years 5 16% 21 to 30 years 2 6% 31 to 40 years 7 22% Over 41 years 1 3%

9.7 This is backed up by question two of the survey, in which 21 out of the 29 responses for this question stated that the previous occupier was either an art gallery or an antiques use, illustrating that occupiers change, but that the general use of the unit is rarely changing.

Unit/Premises Size and Arrangement 9.8 St James’s does contain a few reasonably large sized commercial galleries, with ground floor areas being around 200 sqm, for example at the southern end of Duke Street. However on the whole, many of the galleries in St James’s are small units of between 60-120 sqm (ground floor only), reflecting the historic nature of the area and the buildings within it, which contains narrow shop fronts and small units. This differs to other art focused streets such as Cork Street, where unit sizes on much of the street are usually between 150-200sqm at ground floor level, with similar sizes on Albermarle Street, where more modern buildings provide larger units.

9.9 Within St James’s, the larger units are found on Jermyn Street, with the smaller units found on Bury Street and Duke Street. Within the survey, 18 galleries provided a floor space breakdown of their units, with the average size in St James’s being 146 sqm for the total premises over all floors of operation, with the average ground floor unit size being 71 sqm. Within St James’s, the largest occupier is Christies on King Street, which covers roughly 15,000-20,2000 sqm of floor space, and the White Cube gallery in Mason’s Yard, providing over 1000 sqm of art gallery floor space.

9.10 Of the 18 respondents to the floor space part of the questionnaire, 16 operated at ground floor level. This illustrates the importance of having a shop type frontage to display art at street level, to allow a direct view into the gallery and to encourage passing trade. The arrangement and small size of most units means that most galleries also include basement levels (12 out of 18), and nearly a third of respondents also operate at upper floor levels. The ground floor in most cases is used as the primary gallery space, with the basement and upper floor levels being used as additional gallery or retail space, but also with ancillary offices, storage areas and workrooms if specialist services are provided on site such as framing or restoration/conservation.

Size of Business - Employees 9.11 The 30 businesses that responded to this question employ a total of 133 people directly on their premises. Whilst all the galleries have members of staff who carry out administrative and sales work, due to the specialist nature of the products on offer and the high standard of customer service expected, these members of staff are required to be highly knowledgeable of the London art market as a whole.

9.12 Whilst no galleries directly employ in house artists, 50% of respondents employ specialist skilled staff for art related services outside of sales and exhibiting, including restoration, framing and valuations. It has been noted in survey responses that these are the types of skills that are increasingly disappearing in the area, and will be discussed in the next subsection.

9.13 There is some variation around the overall size of businesses in terms of the number of employees, however in general most galleries would be classified as ‘micro businesses’ (Department of BIS definition) as they employ fewer than ten people, and all respondents to this survey are classified as small businesses as they employ fewer than 50 people (BIS definition). This is very common in the art trade, as many businesses are started by individuals, who may employ a small number of additional staff, to assist with sales, administration, book keeping and other relevant services.

Table 3: Number of employees Number of employees working at No. of galleries Percentage business premises 1 person 5 16% 2 – 4 people 14 47% 5 – 9 people 9 30% 10 + 2 7%

Figure 4: Size of Business by number of employees

9.14 This reiterates that nearly 65% of the respondents employ fewer than five people. The largest art employer in St James’s is likely to be Christies, who unfortunately did not respond to the survey. In addition, the largest art related employers in Westminster are the large public exhibition galleries, for example the Royal Academy of Art on Piccadilly employs nearly 370 people, while the National Gallery on Trafalgar Square is the single largest employer, with over 620 people (IDBR, 2011).

Nature of Business 9.15 A vast majority of the businesses who responded to the survey have a primary focus of selling art (94% of respondents), across a range of niche and specialist areas and mediums as discussed. However, in addition to retail and the display of art, which are the main functions for most, there are some who are dedicated to other art related services, or have a part of their business providing services other than the sale or display of art.

9.16 Half of the respondents to this question provided addition services beyond art retail, as illustrated below. The most common service on offer is the restoration and conservation of works of art, a highly skilled and specialist service of great value to the art market. Other services on offer include dedicated exhibition space, valuations, and one instance of a dedicated framer. This is the only dedicated framer left in St James’s (although some galleries offer this as an auxiliary service), which indicates both the value in having a range of related services in close proximity to each other, but also the fact that these specialist skills are potentially on the decline in the area, and that this could create a gap in the market and lead to this kind of work being outsourced away from St James’s or central London.

9.17 Beyond the survey responses, as discussed, one of the major art businesses in St James’s is Christies, which operates as an auction house, providing a specialist service to galleries within and beyond St James’s, for both the buying and selling of art. In addition, the major exhibition galleries are located in very close proximity to St James’s as discussed, including the Royal Academy of Arts, the National Gallery and National Portrait Gallery, providing a different and more public and tourist oriented service, while also providing auxiliary hospitality and retail functions.

Table 4: Specialist/Additional services provided by galleries Extra services provided Number of galleries Percentage Conservation 3 9% Restoration 6 19% Exhibition space 1 3% Valuations 2 6% Framers 1 3% Research 3 9% None 16 50%

Figure 5: Additional services offered by galleries

Diversity of the Art Market 9.18 One of the key features of the art market in St James’s is the diversity of art on sale and exhibition. Many galleries have an individual speciality, for example in a specific period, artistic style, medium, or in terms of the country of origin of the art. Therefore it appears that many galleries occupy a

niche within the market meaning that galleries may not be in direct competition with each other and selling the same type of art, but instead are complementary to each other. This means that St James’s as an art district caters to all parts of the art market, and that the concentration of galleries in proximity to each other is a considerable benefit in terms of the level and breadth of service on offer as a whole.

9.19 The survey results showed that 20th Century and Contemporary paintings are the most commonly traded type of art, sold by nearly half of the galleries who responded, followed by Old Master paintings, which are sold by one third of the galleries who responded. Beyond this, nearly a third of respondents dealt in sculptures, while several galleries deal in art from specific countries, such as Oriental and Asian art. Beyond paintings and sculptures, several galleries deal in antiques, silver and other niche retail such as armour, porcelain and other specific forms of art or antique.

Links to other businesses 9.20 As mentioned throughout this section, there are many different types of art being sold and displayed within the galleries of St James’s. However, for art to be sold and displayed successfully, a number of other ancillary services must be provided. For example, suppliers to initially provide the art work, framers to construct custom built frames, restorers to maintain and improve the art quality, art valuations etc. Each service is specific to the art being dealt.

9.21 With this in mind, another factor of the survey was to examine possible networks and links between existing art galleries. Indeed 50% of galleries said local auction houses and galleries are their main suppliers of art work while 56% said they regularly sought the services provided by other galleries - services such as the short term loaning of certain art works, the provision of exhibition spaces, or as previously mentioned, restoration, repairs and framing for example.

9.22 A common observation throughout responses referred to the intrinsic value of having a concentration of galleries in close proximity to each other, due to the reciprocity of the trade and associated expertise and services. The benefits of agglomeration economies are well recognised, in terms of the benefits that accrue from clustering specific uses, providing suppliers and customers in close proximity.

Membership of Guilds and Associations 9.23 Many galleries are members of individual guilds or associations, and in several cases are members of multiple organisations. In total, 71% of respondents answered this question, illustrating the high level and importance of membership to these bodies.

9.24 The responses show that the British Antique Dealers Association (BADA) and the Society of London Art Dealers (SLAD) have the highest number of members from those surveyed in this study. Membership of these associations is often contingent on galleries offering a specified and required level of customer service on offer, the level of professionalism and product knowledge. Membership of these bodies can give confidence to the public and customers, as it shows that the seller or gallery is ratified by a recognised organisation. In return, the associations often act as a representative for the trade as a whole, while also undertaking marketing and promotional activities, organising trade fairs and conferences, while maintaining valuable databases of its members, and even selling art on their website, acting as a central repository for sales and research.

9.25 The number of associations representing the galleries again reinforces the global nature of the art market in St James’s and the wide range of art and services on offer in the area, with some focussing on specific parts of the market such as Asian Art, Silver, Antiques and others, while some are international bodies representing galleries across Europe.

Table 5: Trade Association Membership in St James’s Organisation No. Of members British Antique Dealers Association (BADA) 13 Society of London Art Dealers (SLAD) 10 Asian Art in London 3 Association of Art and Antique Dealers (LAPADA) 3 Confederation Internationale des Negociants en Oeuvres d’Art (CINOA) 3 UK Institute of Conservation (ICON) 2 The Silver Society 2 The European Fine Art Foundation (TEFAF) 2 International Institute of Conservation (IIC) 1 Antiquarian Booksellers Association (ABA) 1 International League of Antiquarian Booksellers (ILAB) 1 Company of Arts Scholars, Dealers and Collectors 1 Royal Warrant Holders Association 1

Background to Selected Trade Associations

9.26 As noted, several of the major trade associations provided responses and insight to help inform this report. This will be summarised in a later section. However, to provide some context, below is a short summary of the remit and background to several of the key associations.

9.27 British Antique Dealers Association (BADA): Trade association for those premises that deal in antiques. It sets out a list of stringent rules and regulations which a gallery must adhere to in order to be considered for membership, alongside compulsory qualities such as product knowledge and customer service. Established in 1918, it was designed to maintain and instil confidence between the public and the dealers. There are approximately 400 members throughout the country, with 13 identified members in St James’s (of those who responded to the survey).

9.28 Society of London Art Dealers (SLAD): Founded in 1932, for galleries who actively engage in the sale of any visual art, and was established to instil confidence in the public regarding the art trade. Whilst the association represents art dealers throughout the country (having approximately 100 members), 10% of its members, as shown by the survey, are located in St James’s alone. To become a member, a gallery must be formally invited and vetted by the committee. Conditions upon which a gallery is invited to join, are they must have been operating for a minimum of three years, and must also have developed a reputation for profesionalism in their chosen art field.

10. Key Issues and Views raised by respondents

Rents and Business Rates are expensive 10.1 The most commonly cited issue among respondents, and one which has resulted in much pessimism regarding the future of art galleries in St James concerns the rising cost of rents and rates rising in St James’s. Many owners stated that in recent years, both rents and rates had increased sharply, and galleries were finding it difficult to manage, in some cases causing them to leave the area.

10.2 Concern was raised about the significant rises in rents that are occurring at recent rent review stages in individual leases, and also about the assessment methods of the managing agents, which in several cases has led to occupiers engaging their own surveyors to carry out comparative assessments.

10.3 A common theme is that business rates and rents have been increasing despite the economic downturn, during which time respondents said business has typically been slower than normal. The result is that some smaller more specialist galleries are being driven out, or are becoming under threat. As business rates are a reflection of the market rental value of individual premises, the two are intrinsically linked, so if rents rise, the business rates valuation is also likely to rise.

“Silver dealers will not survive at the present rate of cost increase. Most silver dealers are having to move out of the West End “, Silver dealers, Jermyn Street, St James’s.

10.4 Gallery owners recognise both the national and international importance of St James’s maintaining its art heritage. They emphasised the need for affordable rents and rates to reflect this importance, the failure of which would adversely affect the art market and force many galleries out of the area. There was some concern that the landowners did not recognise the overall value of the art market, much of which is channelled through St James’s, along with the value of having galleries clustered in St James’s and in the vicinity of auction houses and other services.

“The area is the most important art dealing district world wide”, Dealer, Bury Street, St James’s.

“St James’s is the global centre of the art market and for art expertise” Small painting dealer, Jermyn Street, St James’s.

10.5 The current rents and rates picture will be explored in greater detail later in this study to contextualise this issue.

The threat of High Fashion Retailers 10.6 A third of respondents expressed significant concern regarding the threat of fashion retailers moving into St James’s and their ability to pay higher rents. Respondents voiced concern over the priorities and long term retail strategy of land owners in St James’s, which could potentially change tenants and the character of St James’s. Respondents suggested that, due to reasons of increased revenue, the land owners could favour high end fashion and retail outlets, and is actively raising rents in a bid to price galleries out of the area. Gallery owners suggested a similar scenario occurred with Bond Street, previously occupied with art galleries, now populated with designer fashion outlets who can quite easily meet the rents that smaller galleries could not.

“We are concerned that what is the centre of the art world is being eroded in a bid to duplicate Oxford Street and Bond Street.” Small sized paintings dealer, Bury Street, St James’s

10.7 Again, this issue will be contextualised and explored in further detail later in this report in terms of the current rental levels in St James’s and surrounding areas such as Bond Street, Oxford Street and other locations. Bond Street has the highest retail rents in London, and there is ongoing strong demand from high fashion retailers in prime locations such as St James’s and Mayfair, along with their ability to pay high rents, which places uses such as art galleries in a precarious position.

10.8 The position of many respondents regarding this point appears to be mostly based on experience and first- hand knowledge of similar occurrences in other streets in the locality, such as Bond Street, Cork Street and other areas in Mayfair, along with a genuine concern that this will happen to St James’s.

Recession and Economic Downturn 10.9 A more general issue raised by respondents concerned the recession and economic downturn, a concern shared by most sections of the economy. This concern relates to reduced levels of spending in the art market, affecting especially the lower and middle priced part of the market.

10.10 Throughout the recession period, the very top end of the art market has been a widely reported sector that has experienced significant growth, with record prices achieved for works by both living and deceased artists, such as Lucian Freud, Picasso, and the most expensive work of art ever sold, The Card Players by Paul Cezanne, which was sold to the Royal Family of Qatar in 2011 for $250 million. There is little doubt that works by the most famous painters in history are seen as significant investments, a theme which has continued through the recession period, where art of this type can be seen as a haven for investment capital.

10.11 As a further example, auction houses were hit hard by the financial crisis from 2008 onwards. Christie’s, the world’s largest auctioneer saw its global art sales drop to £2.1 billion in 2009, from £3.1 billion two years earlier. However as mentioned, the strength of the global demand for art, especially from emerging economies such as China, fuelled a recovery, leading to Christie’s sales leaping to £3.3 billion in 2010, and £3.6 billion in 2011, representing a 9% increase from the previous year. Sales included a Roy Lichtenstein painting sold for $43 million in November, while the company experienced growing revenues through private sales and online auctions (Reuters, 2011).

10.12 However, the economic downturn continues to represent a significant threat, particularly for small and independent businesses, which a vast majority of St James’s galleries are, and a great deal of caution remains concerning the economic situation, even though levels of general optimism are generally high amongst respondents.

10.13 Further information on varying levels of sales has been provided by several of the trade associations, and will be discussed briefly later to supplement these responses.

Poor parking and servicing arrangements 10.14 A quarter of respondents highlighted the issue of poor or restrictive parking and loading/servicing arrangements in St James’s as a hindrance and frustration to both every day business logistical arrangements, and also as having a negative effect on customer access and passing trade.

10.15 Whilst many responding art galleries suggested that people, when coming to view art, made prior appointments first, there was also very much an emphasis on the benefits of passing trade from tourists and locals alike. This is unsurprising given the number of tourist destinations and points of interest in the locality, along with the general location of St James’s, which many people walk through to get to the Royal Parks, or to Piccadilly and the West End. A recent decrease in this passing trade has been partially attributed to the global economic climate, however it was suggested in survey responses that another reason could be the stringent parking regulations now in force all over St James’s, making it hard for potential customers to park in the vicinity of shops.

10.16 Whilst owners expressed their pleasure at Westminster City Council dropping plans to implement evening and weekend parking charges, the abundance of existing double yellow lines makes it harder for the general public to park whilst also making loading and unloading very difficult.

“Lack of parking and the recent implementation of double yellow lines reduces the chance of passers by” Small sized paintings/sculpture dealer, St James’s Street, St James’s

10.17 The flows of traffic around and through St James’s have recently been altered, in terms of reinstating Piccadilly as a two-way street, and the Crown Estate focus on traffic and servicing as a topic area in their recent St James’s strategy, however the effect of this on parking and servicing for existing businesses is unclear.

Galleries and supporting services need to be clustered together 10.18 As shown by the survey, many galleries work together providing services, functions and even exhibition spaces in order to maximize the potential of the art on display. The auction houses based in St James’s for example, are where many of the galleries in St James’s either acquire or sell their art in the first place, and there is a large culture of galleries exchanging art works for exhibitions.

10.19 In addition, as discussed earlier many galleries provide specialist functions in addition to retail and exhibition, including restoration, conservation, framing and other services, and therefore there are significant benefits to galleries being clustered in the form of agglomeration economies.

“Area has three most famous auction houses which acts as a magnet for galleries” Art gallery, Piccadilly Arcade, St James’s

10.20 Whilst there are stand alone galleries with limited links to others in the area, the general clustering of art galleries also provides the area with a defined character that was repeatedly emphasised by respondents, and which should be maintained. This character stretches back several hundred years, when St James’s was first conceived and developed, as previously discussed.

“It is vital for the area to keep the art identity and to boost visitors” Art Gallery, Jermyn Street, St James’s

Straw Poll: Optimistic or Pessimistic about the future? 10.21 One brief final line of questioning aimed to simply gauge levels of optimism or pessimism for the future of businesses and the art market in St James’s as a whole. Of the 31 responses to this question, 25 (81%) responded that they were optimistic for the future.

10.22 However, many of these responses came with contextual information and caveats. A lot of the optimistic responses were based on St James’s international reputation as a centre for the art trade, and the value that comes with this, meaning there is longevity in the art trade being located in St James’s. Some also indicated that the length of time that they have been in their premises in St James’s led them to be optimistic about being able to remain in the future, with many having been through challenging periods in the past.

10.22 On the other hand, some of the optimistic responses were contingent on the concentration of art galleries remaining, and on the land lords acting responsibly to recognise the value of the trade and maintain the presence of galleries in St James’s.

10.23 Pessimistic responses tended to be qualified in terms of the ongoing impact of the economic downturn, in hand with the rising costs of being in the area in terms of rents and rates, along with the general stance of land owners towards the art market and occupiers in St James’s, and their future plans for the development of the area.

Views of Trade Associations 10.24 As mentioned, general responses and supporting information were received from several of the major trade associations representing galleries in St James’s. Key themes and issues are summarised below.

Definition of ‘Art Market’ 10.25 A helpful general observation concerned the definition of the term ‘art market’, which should not simply refer to fine art, but also to related works of art, antique furniture, jewellery, silver and other precious artefacts. This has been reflected upon throughout this report in terms of the range of art on offer in the area, and is further supported by the range of art typologies auctioned by Christies and the other auction houses.

Rents and Rates 10.26 Echoing the primary issue raised by many of the business responses, the issue of high rents and rates was raised by trade associations as an existing issue which is likely to worsen, particularly during the current period of economic uncertainty.

Importance of London and St James’s 10.27 The concentration of art dealers in both St James’s and London as a whole was emphasised. London is regarded as a global leader in the trade of fine art and antique objects, representing half of the European market, and acting as a draw to buyers and sellers from all over the world.

Erosion of Suitable Locations for the art market in London 10.28 The effects of rent and rates rises on other streets in the vicinity of St James’s was discussed, in relation to Bond Street, Mount Street, and potentially Cork Street. Bond Street and Mount Street were

previously locations for significant numbers of art galleries, which were pushed out of these streets through substantial rises in rents and rates, caused by international fashion brands and luxury goods houses moving into these streets due to the prestige of the address and area as a whole.

10.29 There is concern that a similar process is happening in other areas such as Burlington Arcade, and that it is likely to happen in St James’s, a view shared by many of the current galleries occupying premises in St James’s, thus placing these galleries under threat and undermining this global centre of the art market, and the historic character of the area.

Dialogue 10.30 The issue of dialogue with land owners was also raised, in terms of occupiers and associations having input and increased communication with land owners, particularly when drawing up estate asset plans and visions.

Additional Information Provided by Trade Associations 10.31 In addition to providing responses to the issues under study here, several associations also provided results from their own annual members’ surveys to further inform the study. Some key facts and points are summarised below.

Sales 10.32 Between 2009 and 2010, 35% of BADA members experienced improved sales, compared to 25% in the previous year. And a smaller proportion experienced a fall in sales compared to the previous year, 30% in 2010 compared to 45% in 2009. SLAD members reported similar patterns, with 51% of members reporting increased turnover in 2010 compared to 2009, compared to 26% reporting a decrease. More tellingly, 35% of SLAD members reported pre-tax profit increases of more than 20% in 2010 compared to 2009, illustrating an improvement in trading conditions.

International Markets 10.33 The Asian art market continued to be buoyant, with over 63% of Asian art dealers reporting annual turnovers in excess of £500,000 (52% for all dealers), and only 9% of dealers reporting a decrease in year on year sales (BADA, 2010). However, the emerging markets are generally inward looking, with little impact on many UK dealers, as reflected in the SLAD survey, which shows that 46% of 2010 sales came from UK buyers, 27% from America, 14% from other EU, and only 2% from China and a very negligible amount (below 1%) from Russia.

Points of Sale 10.34 Shops and galleries remain the main point of sale, accounting for 53% of sales (BADA, 2010), with art fairs accounting for 25% and internet sales increasing from 4% in 2009 to 8% in 2010. In addition, 41% of BADA respondents hold exhibitions as a way to boost sales. 78% of SLAD respondents deal from a gallery space, slightly more than in 2008, with 14% dealing from an office space, and 12% dealing privately. This reflects the continued importance of having a gallery space as a way to carry out the business, alongside the importance for many to have multiple points of sale in the form of the internet, fairs, and exhibitions.

10.35 Art fares are a significant source of sales as discussed, with London and UK based fairs such as the London Art Fair, Frieze and others alongside major international fairs such as Maastricht, Basel and Palm Beach in the USA. The value of having a gallery presence is further reflected in the importance attached to being able to put on exhibitions on their own premises, although a greater proportion attach greater importance to oversees exhibitions (76% consider this to be very important, compared to 59% for exhibitions on their own premises, SLAD 2011)

Business Make-up 10.36 The average number of full-time employees by business has risen slightly, from 4.5 in 2008 to 5.1 in 2010 (SLAD, 2011), reflecting slight recovery from the initial period of the recent economic downturn, which significantly affected the sales and performance of many galleries. Overall, 76% of SLAD members employ five or fewer full time employees, again showing the small size of a vast majority of galleries (SLAD, 2011).

Expectations 10.37 60% of SLAD respondents said that 2010 was better than expected, with 14% saying it was worse. Looking forward, 42% expect 2011 to be better than 2010, 49% expect it to be the same (SLAD, 2011).

11. Focus on Christies & Case Studies

Focus on Christies 11.1 Encouraged by the French Revolution, St James’s soon became a major centre for art galleries and for the international art trade as a whole. James Christie took advantage of this with the opening of an auction house, initially on Pall Mall in 1766 with the first recorded auction being 2 chamber pots, 2 sheets and 4 irons.

11.2 James Christie’s reputation grew as he became widely known for his level-headed business mind, eloquence and humour, to the point where members of aristocracy and even the royal family consigned art work to him. Whilst art galleries and show rooms existed in St James’s before Christie’s established itself, its unrivalled success only went towards intensifying the reputation of London, and indeed St James in particular, as an international centre for fine art. This encouraged the founding of many new galleries, all wanting to take advantage of this. As Christies’ reputation grew, it moved into bigger, more modern premises at 8 King Street, its current site.

11.3 The success of Christies never waned as they dealt with increasingly more prestigious artworks and pieces. Indeed in 1958, it began establishing itself as an international name. Over the forthcoming decades, auction houses were set up in Rome, Geneva, Amsterdam, Paris, Tokyo and New York, with a further London branch establishing itself in South Kensington in 1975. By 2010, Christie’s had 53 offices in 10 countries, complete with an online service accessible worldwide, where clients can bid in real time.

The role of Christie’s in modern St James’s

11.4 Christies has links to many of the art galleries around St James’s and, as a world-renowned auction house, acting as a source for galleries to buy art from, but also as a point of sale. In addition, Christies also uses the more specialist services on offer in some of the galleries and businesses in St James’s, such as conservation, restoration and framing. More than simply providing a source for art, Christies plays an essential role in drawing in international buyers not just to London, but to the UK as a whole, while also recommending works of art and specific galleries to collectors. They actively engage with the dealership community, and have 17 art facing businesses as tenants in their property, many of whom are long term tenants. In addition, it was noted in the survey responses and through conversations with galleries that the art calendar revolves around Christies and the other large auction houses in a way, following particular seasons and weeks that focus on particular types of art.

11.5 Christie’s firmly recognises the importance of maintaining and encouraging the art market in St James’s, hence the support it provides to local galleries, both young and old. For example Christies was the first to give gallery space to Jay Jopling and White Cube. With this in mind, they have a relatively optimistic outlook for the future of the St James’s as a major centre of the art market, particularly given the increasing number of oversees collectors that are using Christies, providing a positive trickle- down effect to other galleries in the vicinity.

11.6 Christies have acknowledged that while some galleries continue to be successful, others close down or become less successful as fashions change, some change hands, and others open up. This, Christie’s states is ‘all part of the regeneration process of an industry which is extremely healthy.’

11.7 The survey responses did however raise the issue of competition between smaller galleries and Christies and other auction houses. This is because as well as operating as an auction house, they also offer direct sales, and by doing this go straight to the buyer which in some cases can remove other commercial galleries from the equation. This also means that commercial galleries can buy less stock at auction, as they can’t compete against their target clients. Christies also acts as a landlord for a number of galleries who occupy the ground floor galleries in parts of their property bound by King Street, Duke Street, Princes Place and Bury Street.

Case Study 1: Hamish Dewar, 14 Masons Yard, Hamish Dewar London, SW1Y 6BU

- Number of employees: 10 (of which 9 are trained conservators). - Total floor space: 1900 sq ft (1st, 2nd, 3rd floor of one building, first floor of adjacent). - Workroom, storage and office activities. - Turnover: derived mostly from restoration and conservation of paintings and sculptures.

-Originally located in New Bond Street, they moved into Mason’s yard premises in 1995. - Moved to avoid rising rents and to stay in close proximity to other galleries.

- One of the few remaining premises in St James’s that specialize purely in conservation of paintings and sculpture. - Strong connections with many galleries and auction houses in and around St James’s. - Workforce is young, highly skilled, and the company undertake training, work experience and apprenticeships.

- Key issues affecting the business include rates and rents in St James’s are very high and are predicted to rise in the future. Many art related services have already left the area, with only 3 framers remaining and Hamish Dewar being the last dedicated restorer.

-Due to the nature of the premises occupied, aware of the threat of residential conversion.

- Comments that the area needs to maintain as many art services as possible in order to preserve its unique character. Failure to do so could result in St James’s suffering the same fate as New Bond Street, which is now lined with high end fashion outlets.

Case Study 2: Johnny Van Haeften, 13 Duke Street, Johnny Van Haeften London, SW1Y 6DB

- Number of employees: 7 (roles are mainly administrative, including 1 part-time art researcher) - Total floor space: 127m2 (spread over basement, ground floor and first floor level) - Majority is art retail space, with some storage. - Turnover: derived entirely from the selling of old masters paintings.

- Established in 1977 in New Bond Street, moved into their St James’s premises in 1982 premises which were also previously used as an art gallery. - Specialises in Dutch and Flemish Old Masters Paintings from the 16th and 17th centuries, the only art gallery in London dedicated to this. -Sources of stock vary, from private collectors and other dealers to auction houses, including Sotheby’s and Christies.

- The gallery itself holds membership for the British Antique Dealers Association, the Society of London Antique Dealers (of which Johnny Van Haeften was formerly the Vice Chairman), CINOA and The European Fine Art Foundation (currently an Executive Committee member).

- Short term issues identified include the effects of the recession. Trade has been particularly difficult in recent years, yet rates and rents have been rising. - In the long term, if costs continue to rise as they have, then a lot of galleries in St James’s will be priced out of the area.

Case Study 3: Gallery 8, 8 Duke Street, Gallery 8 London, SW1Y 6DB

- Number of employees: 3 - Total floor space: 140m2 at basement and ground floor levels, dedicated to exhibition space, with ancillary office and storage areas. - Turnover derived from art exhibitions and some fashion related/other events.

- Gallery 8 is one of the few premises in St James’s operating as dedicated exhibition space for dealers and artists, providing 47 metres of wall hanging space. - Provides exhibition space for private dealers with no existing gallery, charities, private fashion launches, students and foreign dealers, working closely with many of the local galleries and art service providers.

- Expressed concern that rising rents and rates are putting other galleries under immense pressure, in addition to ‘key money’ that is payable upfront to purchase a lease when one comes up on the open market, and is not recouped until the lease is sold on. - Emphasised the independent, self-sustaining nature of the galleries in St James’s. This is contrary to high end fashion boutiques (e.g. Bond Street), who have reserves of money behind them, allowing single stores that do not necessarily make a profit to stay and provide a brand presence in a desirable location, causing inflated rents. - Expressed confidence in the St James’s market due to the open and friendly nature of the art community in residence, which operates with fair and respectful competition. - Also emphasised the importance of the White Cube, acting as a magnet for new galleries in Masons Yard, while adding a new angle to the market in St James’s.

Case Study 4: Piccadilly Two-Way Scheme: A scheme to improve accessibility, and to enhance the streetscape of Piccadilly, Piccadilly Circus, St James’s Street and Pall Mall. Completed October 2011.

• £14 million scheme (Funded by TfL, City of Westminster and Crown Estate). • To convert the one way working of Pall Mall, St James’s Street and Piccadilly to two-way. • To smooth traffic flow, creating a more user friendly, accessible and clutter free environment.

• High quality materials and fittings. • More footway space for pedestrians, with removal of guard rails. • Reduced delays for cars, public transport and servicing and deliveries for businesses.

12. Crown Estate Strategies

12.1 As the largest land owner in the area, the Crown Estate has developed a specific strategy for visual arts and antiques in St James’s, within their wider strategy for their holdings in the area:

Visual Arts and Antiques Strategy

AIM 12.2 Promote the area to enhance St James’s status as global leader of the trade in fine art and antiques and recognise this contribution to cultural heritage.

STRATEGY 12.3 Respect the established position of the art and antiques market within St James’s and the character that this gives the area in the vicinity of Christies.

12.4 Work with the dealers of visual arts and antiques to promote St James’s as a destination of excellence and enhance the environment so that these businesses and the trades associated can flourish.

12.5 Seek high quality and sought after operators that will further enhance St James’s reputation and position at the forefront of the global art and antiques trade.

Wider St James’s Strategy

12.6 The Crown Estate owns nearly 50% of the buildings in St James’s. The aim of the Crown Estate is not to change St James’s but refine it sensitively, carefully and for the long term based on consultation with businesses and communities. There are 10 strategies to put this aim into practice.

• Architecture: Deliver buildings that respond to the character and quality of the area with a commitment to architectural excellence and the business needs of the 21st Century. • Conservation: Conserve St James’s unique and dignified urban character through a proactive commitment to the protection and enhancement of its significant built heritage. • Planning: Work in partnership with the local community and other stakeholders by adopting a sustainable approach to planning. • Public Realm: Support St James’s as a leading place in London for living, working and visiting by redressing the balance between pedestrians and vehicles. • Clubs and Societies: Respect the valuable contribution made by clubs and societies to St James’s history and heritage. • Visual Arts and Antiques: Promote the area to enhance St James’s status as global leader of the trade in fine art and antiques and recognise this contribution to cultural heritage. • Residential: Reinforce St James’s role as a high quality residential locality. • Retail: Further St James’s reputation as a world-class shopping and dining destination. • Office: Enhance St James’s as a significant and distinct sector or the West End office market. • Branding: Reinforce, enhance and protect St James’s as a world renowned destination.

13. Retail Rental Information and Comparisons

13.1 Open market retail rents in many streets within St James’s are hard to quantify and compare to neighbouring areas, due to a general lack of open market evidence. Many of the streets within St James’s have experienced little turnover of space with tenants occupying units for long periods of time, and as such there is a marked absence of open market rental evidence created by new lettings. Leases tend to be traded for premiums between retailers, and rarely revert back to landlords to be placed on the open market. This means that the area has stagnated in rental terms and has not kept up with the broader West End market, which has grown significantly over the last few years. This lack of supply means that when retail units come up on the open market in St James’s, the rent that potential occupiers are willing to pay is likely to be much higher than the rent paid by the current or previous tenant, due the imbalance of supply and demand in a core location.

13.2 The lack of open market transactions means there is little available market data for comparison in St James’s, and therefore provable rent data tends to be lower than open market levels. St James’s is unlike say Bond Street and Oxford Street, where there have been a large number of open market transactions, which means the provable and market numbers are closely aligned.

13.3 In general, retail rents in St James’s are lower than surrounding areas (see table below). Rents for Piccadilly are considerably lower than the main international shopping streets of Oxford Street, Regent Street and Bond Street. Bond Street has by far the highest rents of any of the streets, approaching £1000psf, which is nearly ten times the equivalent levels found in some streets in St James’s, which in general seems to be more on par with streets such as the Strand.

13.4 Within St James’s itself there are fairly substantial differences between streets, with provable rents ranging from under £100psf to around £200psf. It may be the case that the market figure is closer to the upper end of the range as the streets with the lower provable rents tend to be the ones which have the least amount of available market data. Rents in Jermyn Street currently stand at around £300psf, putting it at the upper end of the scale for St James’s streets. This is unsurprising given the larger size of shop units, on a main pedestrian thoroughfare running parallel to Piccadilly, which is renowned for its specialist retailers, along with high quality public realm.

Figure 6: St James’s (and surrounding area) Provable Zone A Retail Rent (Cushman & Wakefield, 2012) Street Area Provable £/zA Duke Street St James's £121 Bury Street St James's £114 St James’s Street St James's £110 Ryder Street St James's £97.50 Bond Street Mayfair £925 Dover Street Mayfair £225 Bruton Street Mayfair £200 Albemarle Street Mayfair £172.50 Cork Street Mayfair £115

Figure 7: Comparable Zone A Retail Rents (£ per sq foot), selected West End streets (C&W, 2012)

Retail Currently on the Market 13.5 A brief internet based search of available retail units to let in St James’s gave few results, reflecting the high levels of occupancy in the area, and high demand. However, the few examples available illustrate the market rents achievable in the area. Firstly, a unit at 199 Piccadilly (nearly 1900 sqft) has an advertised annual rent of £200,000 (www.showcase.co.uk), while a smaller unit at 10 Crown Passage (435 sqft) has an advertised annual rent of £45,000 (www.showcase.co.uk). This illustrates the cost of renting units within the area, and the rents achievable on the open market.

Business Rates 13.6 In addition to paying rent, businesses also have to pay business (non domestic) rates, which are collected by the City Council as a contribution towards paying for local services. The rates are pooled by central government and redistributed to local authorities as part of annual grant settlement. In St James’s, as an example the two properties are liable to pay nearly £85,000 annually at 199 Piccadilly, and nearly £15,500 at 10 Crown Passage.

13.7 When combined, the rent and business rates can become a significant expenditure for business owners. However, the location in the centre of Westminster offers significant opportunities for sales and profit given the size of the available market and high footfall levels from domestic and international shoppers and visitors.

Valuation Office Data 13.8 Research through the valuation office website provided information on the total rateable value for premises across St James’s (2010 valuation). As part of this valuation, it breaks down each unit into different retail zones (zone A, B etc) and also any ancillary areas, each of which have different values.

13.9 A quick survey of valuation office data found information for twenty retail premises in St James’s. Zone A retail rates averaged £990 per sqm for these properties, with the highest being £2000 per sqm in Piccadilly Arcade, and £1200 in certain premises in Bury Street. Overall, the twenty captured businesses had an average unit size of 94 sqm, and an average rateable value of £40,350, illustrating the high cost of operating in St James’s.

St James’s Office Market

13.20 In addition to the concentration of long established niche retail uses in St James’s, the area also contains significant amounts of office floor space, and many residential properties. The office market is strong in St James’s with high demand and low vacancy rates, and where the sub-market area commands the second highest rents of any area in Westminster, behind only Mayfair (Colliers CRE, 2012). The quality of the offices in the central location with excellent transport links makes St James’s a sought after office location, which contains the HQ’s of some of the biggest companies in the world. West End prime rents have climbed by nearly 17% in the last 12 months driven primarily by St James’s, Soho and Victoria. Within St James’s rental growth of 20% has pushed rents up to an average of £100 per sqft. The average prime office rent in St James’s is nearly double the level in the City of London where rent levels remain stable, more than double the level in the Southbank, and three times the rent level in Canary Wharf.

Figure 8: West End Office Sub-Market Rents (£ per sqft), Quarter 3 2012 (Colliers CRE)

Residential Market 13.21 The residential properties in St James’s are some of the most expensive in London. Future developments include planning permissions on St James’s square for the conversion of offices to large flats, and recent completions include a highly publicised development on Carlton Terrace, where several large period terraced properties were combined over several years into a single dwelling.

13.22 The average cost of property for the St James’s ward as a whole is £780,000 (Hometrack, January 2012), which is the same as the overall average for Westminster. However the St James’s Ward goes well beyond the area covered in this study and includes many areas around Victoria. Therefore, a short internet search was carried out to gauge current market values in the SPA. Fourteen properties were found currently for sale in the SPA area, with an average price of £2.3 million (www.findaproperty.com). The properties mostly included 1 or 2 bedroom flats, but also included several houses currently for sale in excess of £7 million, which illustrates the range and cost of residential property in the area (see Appendix 7).

13.23 St James’s continues to thrive as a popular and exclusive address in Prime Central London. The area offers elegant flats and grand houses, some overlooking the picturesque Green Park. Homes range in size and value from small one and two bedroom flats dispersed in amongst the vibrant shops and offices in places such as Jermyn Street to the large lateral apartments to the West of the area. The most expensive properties are the grand Nash designed houses along Carlton House Terrace and Carlton Gardens. In value terms, the area’s popularity is reflected in the prices achieved. Values are now not dissimilar to Mayfair and range from £1,500 per square foot to £4,500 per square foot.

14. Conclusions and Next Steps

14.1 This section brings together key findings of the questionnaire and case study visits, and addresses the original study aims.

14.2 The research undertaken in this study indicates the size and value of the art market, where London acts as the global centre of the art trade, with St James’s and Mayfair at the forefront, containing the major auction houses and retail galleries, alongside public exhibition galleries. The concentration of art galleries and related services in St James’s dates backs several hundred years, and was intrinsic to the development of the area in the first place, contributing to its special character and function of the area. The art galleries provide the estimated employment of around 500-1000 people in St James’s (based on an average of 5 people per gallery, and including Christies), providing a range of speciality services and employment types.

Current Occupiers 14.3 Data collection identified 69 galleries in St James’s, however the number may be higher according to anecdotal evidence (between 80-90 galleries), due to the location of some galleries and offices being at upper floors. The data collection found that a vast majority of the galleries were micro- businesses employing around 5 people, occupying small premises compared to neighbouring areas, with many being businesses with a fairly long tenure in St James’s. Many galleries also indicated that previous occupiers were also art galleries, illustrating the long standing location of these uses in St James’s.

Market Data 14.4 Retail rent data indicates relatively low rates for certain streets in St James’s compared to neighbouring areas such as Mayfair, although there is a lack of readily available market information. However, business rates data illustrates the considerable cost that this adds to businesses, and anecdotal evidence illustrated the large cost that is payable to secure a lease in terms of ‘key money’ when one becomes available on the open market. Anecdotal and market evidence indicates that rents are rising, sometimes substantially at set periods of rent review.

14.5 Outside of retail rents, the substantial value of office and residential property in St James’s has been illustrated through both rental and current market prices, as compiled through various current data sources. St James’s contains some of the most expensive offices in Westminster, along with some of the most expensive residential properties, with some currently on the market exceeding £10 million, and developments in the pipeline which could become some of the most expensive properties in the capital.

Activities and Business Linkages 14.6 A key finding illustrated the range of art and services on offer in St James’s. Many galleries occupy a niche in the art market, therefore St James’s as a whole caters to all parts of the art and antiques market.

14.7 St James’s contains one of the world’s most renowned auction houses, Christies, which acts as an anchor for other businesses, as a place where art is both bought and sold by local dealers. Christies also owns and leases commercial galleries in St James’s and has significant influence over the art calendar. Beyond this, many galleries have links with each other for both sales and services. There is a range of art related services in St James’s, providing restoration and conservation, as well as framing,

expert advice and other services, which are widely used by galleries within and beyond St James’s. St James’s also contains flexible, rentable exhibition space to benefit dealers without a set gallery, and also as a space for public shows and exhibitions.

Key Issues 14.8 A range of issues were identified through the survey to businesses. However, the following issues were identified as being the most pressing and important for the sector and area. I. Expensive and increasing rents and business rates. II. The threat of fashion boutiques and high street retailers. III. Recession/Economic Downturn. IV. Poor parking/servicing arrangements. V. The need for continued clustering of businesses and services in the area.

14.9 Bearing this in mind, it is also important to note that most respondents to the survey had an optimistic outlook for the future, and appear to have experienced similar fortunes to many other sectors of the economy in recent years due to the effect of the economic downturn. The members surveys carried out by trade associations point to improving sales and turnover for many, after a downturn in 2008, potentially due to recovering markets, the investment value of art, and in some cases the opening up of wider international markets. However, these wider trends go along side the local issues affecting the locality, such as rent levels, servicing deficiencies, demand for the location and other identified issues.

Parking & Servicing 14.10 At this point it may be beneficial to reiterate the parking regulations around loading and servicing, to provide greater clarity. Vehicles are allowed to stop on single yellow lines for as long as necessary between 18.30 and 11.00. Between 11.00 and 18.30 loading activity is permitted up to a maximum of 20 minutes, or 40 minutes for heavy goods vehicles (with a maximum laden weight exceeding 3.5 tonnes). Furthermore, private vehicles can stop to load/unload for a maximum of 20 minutes, boy only if the items are too bulky or heavy to be carried to/and from an alternative location, which would almost certainly apply to a majority of organisations under study here. Private vehicles should make it as clear as possible that they are undertaking loading/unloading to ensure that they do not receive a Penalty Charge Notice (PCN), by either leaving a note on the windscreen or by leaving hazard lights on. Enforcement officers (CEO’s) must see evidence of loading/unloading occurring to permit a 20 minute grace period. If a PCN is issued when genuine loading/unloading is occurring, it can be challenged in writing, and cancelled depending on evidence submitted.

Next Steps 14.11 The City Council intends to use the findings of this research to further engage with the landowners, the art galleries in the area and their representative trade associations, and key agencies to maintain the unique character of St James’s as a home for art galleries, alongside the historic gentleman’s clubs and niche and specialist bespoke retailers.

14.12 Actions to be considered will include:

• Increased and coordinated communication and engagement between the art galleries, the landowners, and the City Council, potentially through the formation of a Strategic Group. This

would potentially include representatives of the main landowners, the City Council, and the main trade associations representing the art galleries.

• Greater co-ordination and promotion of the value of the art sector in St James’s, and events being held through galleries and trade associations.

• Additional promotion of the specialist skills on offer in St James’s, and support for skills, training and apprenticeships to maintain this.

• Review of existing and draft planning policy for St James’s, as part of Westminster’s emerging Local Development Framework, including a review of the impact of the National Planning Policy Framework.

• A review of other existing Special Policy Areas within Westminster, such as Savile Row, Harley Street and others, to see if any approaches are transferable to St James’s.

• Mayfair: This study has also demonstrated the large number of galleries in Mayfair, and through discussions with trade associations several issues have arisen regarding the art market and occupiers in Mayfair, which are not dissimilar to the issues facing galleries in St James’s. If anything, Mayfair is considerably more advanced in terms of a loss of galleries, with historic concentrations already significantly reduced in Bond Street and other parts of Mayfair. Therefore, further study into the art market in Mayfair may be necessary, along with the development of any appropriate policy or other interventions.

Appendices

Appendix 1 Art Galleries in Westminster and St James’s (IDBR 2011).

Appendix 2 Ground Floor Land Use in St James’s, WCC Land Use Survey 2012.

Appendix 3 Conservation and heritage designations in St James’s.

Appendix 4 Art Galleries letter and questionnaire.

Appendix 5 List of Art Galleries identified, and those who responded to the survey.

Appendix 6 Business Rates Information (Valuation Office)

Appendix 7 House Price Information – Currently on the market (Findaproperty)

Appendix 8 Crown Estate Strategy for St James’s

Appendix 1: Art Galleries in Westminster & St James's / Mayfair (!

(! (!

!(! (! (! ((! (! (! (! (! (! (! (! Art Galleries (Retail and Public/Exhibition) (! (! (! (! (! (!(! (! Antique Dealers (!(! (! (! (! ! (! (! (! (!(! (! (!(! (! (! (!(! (! (! (! Source: IDBR 2011 (! (!(!(! (! (! (! (! (!(! (! (! (! (!(!(! (!!(!(! (!(!(! (! (! (!(!(! (!((!(!(! (! (! (!(!(!(! (! (!(! (!(!(! (! (! (!(!(!(! (! (! (! BOURCHIER St ROMILLY STREET (! (! MADDOX STREET (!(! (!(! (! (! PETER St (!(!( (!(! Upr (! ! JAMES (!(!!(! MACCLESF IELD (!(!(!! NEW (!(!(! MADDOX St BRIDLE La (! (!(! Upr St GREAT ( Tenison WINNETTSt BROOK STREETThree (! (! (!(! (! GOLDEN ! JOHN Pl LITTLE ( St !! Kings ! PLACE Court !(!( BROOK'S MEWS ( BURLINGTON RUPERT STREET NEWPORT (!((! Yard BEAK STREET (!(! WARDOUR STREET GARRICK STREET ! (! BREWER STREET SHAFTESBURY AVENUE NEWPORT ((! ( ! (! St St (! (! ( NEW WARWICK STREETSQUARE DANSEY Pl Lwr ST ! Leicester ( JAMES St James's & Mayfair (! CONDUIT STREET SAVILE ROW Gerrard Street ROAD CROSS CHARING BLOOMFIELD BURLINGTONSTREET GREAT WINDMILL St PLACE (! OLD BURLINGTON STREET ARCHER St GROSVENORDAVIES STREET STREET NEW Place BRO ADBENT C.Al (! Ms Lwr St BURLINGTON St Leicester BOYLE St HEDDON REGENT STREET SHERWOOD St LISLE STREET CRANBOURN St (! JOHN! BEAR ST ( Street (! (! REGENT Smith's Ct St.Martin's Ct GROSVENORBOURDON HILL HAM Yd COACH & (! PLACE CARLOS PLACE Pl ! St HORSES ( (! (!(! YARD Cecil(! (!Court (! St DENMAN St CORK(!! STREET ! ( BREWER STREET LEICESTER Jones ( BARLOW BOURDON St BRUTON PLACE CLIFFORD(! (! St GLASSHOUSE STREET Swiss St (! AIR ST Court SQUARE ! MOUNT ROW (! OXENDON St ( ! CORK St.Ms NEW BOND St CARPENTER (!(!(!( (! (! Wh itcomb St (!(! (! COVENTRY ST Pl ( PICCADILLY ! ST MARTIN'S ST ( SACKVILLE STREET (! BRUTON STREET ! VIGO St Ct Irving St ( Quad. (! Arcd BERKELEY SQUARE (! (! !(! CIRCUS (! (! ( WHITCOMB ST (! AIR St SWALLOW ST ! Picc.Pl ! ( ALBEMARLE STREET ( GRAFTON St

MOUNT STREET BRUTON LANE (! (! ST ALBAN'S ST ORANGE (! Burlington Arcade BURLINGTON Gds COURTYARDALBANY STREET VINE Eagle HAYMARKET (! Archibald Ms (! OLD BOND STREET PICCADILLY ST JAM ES'S St Place REGENTJERMYN STREET !St PANTON STREET (! (MARKET DOVER(! STREET HAY'S MEWS Church NORRIS Royal Place NATIONAL GALLERY Arcde ! ORANGE SUFFOLKST ST (! ! (!Standbrook Ct ( STREET FARM STREET HAY HILL ( (! BABMAES Princes CARLTON FITZM AURICE ST CHESTERFIELD HILLHILL STREET BERKELEY STREET Arcade (! STREET St DUKE O F YORK WAVERTON STREET ! (! PLACE ( SOUTH Row STAFFORD St DUKE STREET St.JAMES'S(! JERMYN STREETAPPLE TRAFALGAR (! Piccadilly SUFFOLK Landsdowne ! (! (! Arcade TREE Yd SQUARE ((! (!! PLACE DOVER ( (! ORMOND HAY'S MEWS YARD (! PALL MALL EAST (! YARD St (! (!(! COCKSPUR STREET STRATTON STREET (! (! CHARLES STREET AUDLEY Sq (! (! ! ! QUEEN St ( ( MASON'S Yd CH ARING (! WATERLOO CHARLES STREET BOLTON STREET ! (! COCKSPUR ARLINGTON St ( Red BURY STREET(!(! CROSS CHESTERFIELD CLARGES Ms ! !! ( RYD ER Yd(!(! SPRING (!(! Lion Yd JERMYN STREET ((! St.JAMES'S PLACE WARWICK CLARGES STREET MAYFAIR (! ! Ct !( ( SPRING Gds STREET ( ! CHEST ERFIELD PLACE ! Gds ( (! ( ! (!(! HOUSE St ST JAMES'S STREET RYDER( St GARDENS ! BENNETT ( HALF MOON STREET SQUARE CURZON St (! (! STREET PALL MALL Princes Pl (! CARLTON Gds (! CLEVELAND Ryder Ct TREBEC K PICCADILLY (!(! HERTFORD RYD ER(! St (! ROSE & CROWN Yd ! St (!!(! THE MALL ( Pall Mall Pl St Shepherd (!(! (! (!(! Angel Ct Queen's Walk DERBY Market(! WHITE HORSE CrownKING Pass STREET CURZON STREET PARK Pl Pl CARLTON HOUSE TERRACE CARRINGT ON (! St Pickering Pl MARKET MEWS STREET (! STANHOPE STREET BLUE BALL Pl SHEPHERD STREET (! ROW (! HORSE GUARDS ROAD (!

PARK MEWS St.JAMES'S Pl PALL MALL CARLTON Gds YARMOUTHPl !( Lt.St.JAMES'S St St James's SPA ( DOWN STREET Lt.St.JAMES'S St MARLBOROUGH ROAD HORSE GUARDS BRICK STREET RUSSELL HERTFORD STREET CATHERINE PICCADILLY WHEEL Yd Ct HAMILTON PLACE

OLDBRICK PARKGRANTHAM La St

DOWN CLEVELAND ROW Pl St.Ms THE MALL STABLE YARD Rd

HA MILTON MEWS GREEN PARK Queen's Walk

DOWNING STREET

Pl KING CHARLES STREET CONSTITUTION HILL

BUCKINGHAM PALACE QUEEN'S

PALACE GARDENS 4 0 3 1 T 5

TCB 2 E 2

T o

E T h

E Stone R S t

ST t y

TIN'S B th a

R 8 8

M P

MA s a Cottage

p 1 t O

ST C o 2

s e

IT 5 st 2

o H Lodge

O h

P W f Pen

o 1

ol C

Hotel P

o A Island Ivy

h 6 Station

c R

S 1

1 h R

2 5

s TCBs

ti E

i 1

9 T

4 r 2 2

8 B 4 Island

4 Statue 6

e E Duck

1 h 6

S House

3 Trapping

U L t o 1

t L

4 4 o O

1 1 t Memorial

Duck

0 4 H

2 Park

storey 6

M Boat

‐ N 1

k H

8 6 r

T L

Bank Pen o

R Stone

6 7 Y

Directors

Multi

0 A

o 8

t James's o

e n

House

d e

a t 1 k

c St

1 r S A u

Theatre

era D

Trapping

5 Op 9 8 6

4 6 al E 5 y C Post

2 o Institute A 1 R L P Lake 6 2 17 Bank and

9 Gardens

5 7

2 2 Statue

Park

o Fn

4 t 7

5 h

7 T

Club O t

9 L D

e a

2 L

7 g

E 7 e

1 A ll f o

Brazilian 6 0 o o t

T Waterloo 1 e M

1 C t

0 l

4 2 u a 2

4 L t

1 1 i k

Cinema 1 1 y t 2

1 Travellers'

1 o r

N to R ns A

1 I

4 a

5 e

T h

JAMES'S

3 9 L T

r 4

e s

2 R '

lt 0

House

e 1 A ST

h 0

e C S

0 6

1 8 Stirling 3

19 a m

1 a

1 6 3

1 Posts

1 1 5 T c 5

1 3 3

EE 1 2 t

Norfolk

S R 0

T 3

S 5 2

2 2

1 0

T 1

3 3

N 3 E 3

GE AR 5 E 5 6 U 2

R o 2 1 SQ

7 t 'S b

1 2 u S l

7 Fn

T E

3 M

Park 9

1 5 A D

3 J n

1 4

T L o

7 S

o t L

l t

Car A

7 1 5

a 1

Bank C 2

D E

r 6

R H

e o

i l

3 c T

a A Statue a

l n 1 y

P 7

o 5

2 R

e 3

l E

2 a

g E 8

a E

E 8 AR R

U 2

9 T

0 8

Q 0 PCs 6

0 S

3 0

4 b 0

u S 2

2 '

Club e l L

m t

1 S

C E l

P a o

t M P

s C h 4 4

7 8

A o 2

t J t

0 7

1 3

r Plaque

0 y

T H 7

a 1

2 0

t o

1 5

1 i

h d p

o 9

t s

C S 2

4 r

e a

c 1 l

0 e

la 1 o

1 2 v

h n

P s 8

v 1 1

c a 1

2 8

e n 1

n r

a a

u i

C U

Hotel 3

e 2 Post

c d

a h 3 L

l o

C L

n 5

P t

C I

y A

l 4 2 y

5 E

l t

i 1 t r

3 P

TCB

d E r

a a

2 1

9 c R

u 3

9 2 t

c e

2 r

i E

8 Police

P u c

S o

a C o

e a

C l

e L

s l e

G L

a 6

e d P g

u 7

5 Sundial

a u P 3

3 A

7 N

n s

8 I

1 s

4 o

e s

2 e a

c H

1 7 T

3 s

E E

4 n g s

e '

n r

i n

E i s 2 w

H r

r r

5 E o

R Post e c e

r T P

6 3

o E

C 1

t T

n ck

7 2 i J

i R m

2 1 1 P

Hotel t

T a

6 1 2

P R

S S

2 4

8 3 o u

t 8

E l

4 4 8 t

N 5 S 0

o 5

t D 8

Police

2 l 4

Y 7 7 2 R

to 3 t e

3 a 8 s

R r E

9 6 M u

9 n u

3 D o

5 R 1 s 4

5 o

C o

Y 3 g 7 i

3 4 E r n t J

i H

R e

d d

l u

i 3

y k

u t r

2 0 R i

e 1 Fountain

B T 3

6 3 t

3 d o

9 7 E b

a 1 k 7

E Y House

7 c n

r u 5 n

7 R l

1 2 a A

L 1 B T Yard o

y S C

o ll

Society

C 6 s

o i S

t 5

k '

d t

t 2 k

S 4 l

6 a

o 6

1 n E

c Club a

c 5

o 7 1 i l

Ar t e

a M W

P 2 r

1 7 A

f s

u J '

2 2

t 1

o T n 8 Stable

7 S e

a 7

3 l e y

t CE

6 0 u

7 E Lancaster

1 e

A L S 3 Q

f 7 6

1 t T

o 2

e IT

P o

4 L

y 5

d t

3 Boodles

1 y

S 5 e 2

i 6 3

' a

c 3

Club 1

4 S w

o y T o 6 0

6 r a

Aca S 6 E

E n 1

7 n

l o r 4

2 2

6 s Bridgewater

M o

a 7 a

Club t 1 5

6 5 House

y e S

8 5 A m

T J 9

d o 1 5 1 g o

a t 2 5

c S o in T

R r 6 t p S

A 0 T 1 o

5 1 l e

T S

n 6 White's

e d o 9

E 7 6

t i

7 u 1

g 5

in 4 9 g

4 a N

r 1 9 a

a Spencer

u 1 8 e 1 e E

B 4 2 9 1 s

3 4 L

6 1 r 0

9 s

2 5 5 7 o

1 3 a

2 2 6

5 H

Park 3 0

1 FS s

4 o

5 2 4 3 6 lk

3 3 t 3 a

0 1 2

o 5 2 W t v

3 1 2 s

9 o 1 '

9 5 ) 6 n

n O

4 t Arlington

4 2

f e

l e

a 0

o 7 u

3 a Q

1 7

2 5 Green

8 w y e

2 1 t

S 2

7 i

0 7 7

2 4 s

(

1 4 to o

Hotel

5 t

T Park

80 E 0 8 0

1 RE 4 4 7

3 o 3

T a t

o Ritz 1 S t 7

t 4 8 E 9 5 4

L 3 S

R a A 7 b Green Use

9 M I

1 u 1

E a D 6 S

B 0 TCBs

R 7 L ) 4

A 8 l A

0 Y 3 o T

1 8 E

2 t L

3 3

(

7 l 5 4 4 2012) 8 3 e 7 2 2 t o o 1 Land

7 t 5 5

2 1 3 H 8 2 a 7

4 0 9 PC 8 3 1 4 1 0 Services

2 1 5 House

9 PC Survey 2 2 8 1

4 3 1 46 6 se

2 5 Floor

0 0 u

3 o

4 t 1 3 o

1 4 5 H 1

Use

1 8

1 4 Meters

2 6 n

1 o Institution

T t 8 o

7 E

3 t a

9 r

1 8 3 E t 125 r

1 1 R S

i T

4 Leisure a

5 8 (Land

S Park

T 0 1 Professional F

3 3 1

E N e

E y l

o s &

0 O Ground R a t e

1 T u &

2 T Establishment

5 o n S T 1 M A H n Use

Y e

E TR d K

L S 2 e Green

3 E 5 1 e

e Away

2 K 9 R h ‐ Residential

R T 8

E SPA:

Land 7

16 o

B 2:

7 t 1

7 4 62.5 6

6 Non Assembly

Retail Financial Restaurant/Cafe Drinking Take

8 2 12 Office Hotel

9 9

7 Generis

1 1 5 to ‐ ‐ ‐ ‐ ‐ ‐ ‐ 8 ‐ ‐

5 6 4

Bank 6

Floor

2 3

4 9

A1 A2 A3 A4 A5 Sui B1 C1 D1 D2 Unclassified

I 1 5

6 o 2

t 4 D

6 12

A 9 9 4

5 Club

C 3 9 James's

5 7 to

s C 5 5

1 I

B 5 9 9

C P 0 Fn 1 T 3 4 Reproduced from Ordnance Survey mapping with the sanction of Her Majesty's Stationery Office, Crown Copyright. City of Westminster LA100019597. J:\D_City Planning Group\H drive group data\Brooker Laurence\GIS 9.3 Ground St 9 3 1 Appendix 1 GRAFTON St BRUTON LANE ORANGE BURLINGTON Gds COURTYARDALBANY VINE STREET PICCADILLYEagle ST JAMES'S HAYMARKET St REGENTJERMYN STREET St PANTON STREET OLD BOND STREET Place MARKET DOVER STREET NORRIS Royal Church NATIONAL GALLERY Arcde Place ORANGE ST HAY HILL STREET SUFFOLK ST Standbrook Ct BABMAES CARLTON Princes ST BERKELEY STREET Arcade STREET DUKE OF YORK Row STAFFORD St JERMYN STREETAPPLE TRAFALGAR SUFFOLK Landsdowne Piccadilly DUKE STREET St.JAMES'S Arcade TREE Yd PLACE SQUARE DOVER PALL MALL EAST YARD ORMOND YARD St CHARLES STREET COCKSPUR STREET STRATTON STREET MASON'S Yd CHARING WATERLOO COCKSPUR ARLINGTON St BURY STREET CROSS JERMYN STREETRYDER Yd SPRING MAYFAIR St.JAMES'S PLACE WARWICK Ct Gds PLACE HOUSE St SPRING Gds BENNETT RYDER St SQUARE ST JAMES'S STREET PALL MALL STREET Princes Pl CARLTON Gds CLEVELAND PICCADILLY Ryder Ct RYDER St THE MALL ROSE & CROWN Yd

Pall Mall Pl KINGAngel STREET Ct Queen's Walk PARK Pl Crown Pass Pl CARLTON HOUSE TERRACE

BLUE BALL Pl Pickering Pl

St.JAMES'S Pl PALL MALL CARLTON Gds HORSE GUARDS ROAD

Lt.St.JAMES'S St Lt.St.JAMES'S St MARLBOROUGH ROAD HORSE GUARDS RUSSELL CATHERINE WHEEL Yd Ct

Appendix 3: CLEVELAND ROW St James's SPA: Heritage & Conservation THE MALL

St James's SPA STABLE YARD Rd Grade I Listed Building Queen's Walk Grade II* Listed Building Grade II Listed Building DOWNING STREET

Conservation Area (all area on view) 0 50100 Meters I Reproduced from Ordnance Survey mapping with the sanction of Her Majesty's Stationery Office, Crown Copyright. City of Westminster LA100019597. KING CHARLES STREET

BUCKINGHAM PALACE

GALLERY NAME Please Reply to: Laurence Brooker XXXXXX STREET Senior Planning Officer LONDON SW1A XXX Tel: 020 7641 2447 Fax: 020 7641 3050 [email protected]

Date: 1st February, 2012

Dear Sir/Madam,

City of Westminster Study of Art Galleries in St James’s

Westminster City Council is committed to safeguarding and promoting the West End as London’s core retail, entertainment and business centre. St James’s is a prime example of an area with a unique character and history, with an internationally renowned Art market, alongside a historic concentration of gentlemen’s clubs and niche, luxury retailers.

Westminster City Council is committed to maintaining the unique character of St James’s and the art galleries within it, and in recognition of this has classified St James’s as a Special Policy Area within our adopted Core Strategy (January 2011).

To inform further policy development, we are undertaking a study to collate information on the activities, size, clustering, nature and economic importance of art galleries in St James’s. We also wish to gather your views and insight on current issues and the state of the market, as it has come to our attention that some galleries might be under threat.

We are therefore asking you to complete the short questionnaire enclosed. The information you provide will be inputted into a database and used for planning policy purposes. Your information will be aggregated and details of individual businesses will be kept confidential. Your assistance will help the Council to support the function of St James’s and to protect its character.

Please contact us to receive the questionnaire via email if you have not done so already, or for further advice on the questionnaire, or on planning policy.

Please return the enclosed questionnaire by post using the enclosed envelope, or via email by Friday 17th February.

Yours sincerely,

Laurence Brooker Senior Planning Officer (Research & Data Analysis) City Planning Delivery Unit, Westminster City Council

City of Westminster: Study of St James’s Art Galleries Questionnaire

Name of gallery and year founded:

Address:

Telephone number:

Email address:

Part 1: Your gallery and business Date your business first occupied 1 your current premises.

If applicable, what use did the 2 premises have prior to you occupying them? What is the nature of your business? Do you (i) display art for view by the public (ii) sell art 3 to the public (iii) provide other art related services (please state).

What percentage of your turnover is derived from (i) displaying art to the public (ii) selling art to the 4 public, or other services (please state e.g. restoration, other)?

Is your business a member of any art organisation or guild? If so 5 please list the relevant organisations.

How many people do you employ at your premises (full time and 6 part time), and what roles do they undertake (e.g. sales, other services to be specified)

How many employees, if any are 7 artists who contribute their work to the gallery?

Type of art you specialise in: sculpture, paintings, mixed media 8 etc.

Are your suppliers independent 9 artists or commercial suppliers?

Please provide the names and details of your most used 10 suppliers.

Do you have any direct links with other galleries in the St James’s area in terms of providing or 11 using for services? If so, please state which galleries and examples of services shared. Do you have any other branches or premises outside of St 12 James’s? If so, where are these located?

13. Your premises: Please fill in the following table by giving an estimate of the floor space (in square metres, if possible, or rough percentages if more appropriate) devoted to different types of use at different levels at your premises: Art for Art for public Storage Offices/other retail viewing Basement/lower ground floor Ground floor

First floor

Second floor

Other floors

Part 2: Issues and your views

What are the issues most

14 affecting your business or the art

market in St James’s at present?

What are your perceptions for the future of your business and the 15 nature of the art market in St James’s? (optimistic, pessimistic etc, and reasons).

If you have any other information which you consider would be useful to assist the City Council 16 in understanding the nature of art galleries in St James’s, please feel free to add your comments.

Additional space to continue answers if appropriate.

Please return this questionnaire to Laurence Brooker: [email protected] City Planning Delivery Unit, 11th Floor East, Westminster City Hall, 64 Victoria Street, London SW1E 6QP 3

Appendix 5: Identified St James’s Art Galleries, and response status

NUMBER ROADNAME NAME Responded?

8 BENNETT STREET PORTLAND GALLERY 1 BURY STREET BILL THOMPSON ALBANY GALLERY 3 BURY STREET BRIAN HARKINS 6 BURY STREET DUNCAN R MILLER FINE ARTS 7 BURY STREET TRYON GALLERY 9 BURY STREET PAISNEL GALLERY 10 BURY STREET ASIAN ART 22 BURY STREET THE ILLUSTRATION CUPBOARD 27 BURY STREET PANTER & HALL YES 30 BURY STREET SIMS REED GALLERY 31 BURY STREET ALLA BULYANSKAYA 34 BURY STREET MARTYN GREGORY YES 35 BURY STREET TRAFALGAR GALLERIES 37 BURY STREET ALBERT AMOR YES 37 BURY STREET JONATHAN TUCKER ANTONIA TOZER ASIAN ART YES 38 BURY STREET HAZLITT HOLLAND‐HIBBERT YES 38 BURY STREET HAZLITT GOODEN & FOX 40 BURY STREET MALCOLM FAIRLEY YES 4 BURY STREET DANIEL CROUCH RARE BOOKS YES 6 DUKE STREET WHITFORD YES 6 DUKE STREET N R OMELL 8 DUKE STREET ASIAN ART GALLERY 8 DUKE STREET GALLERY 8 YES 11 DUKE STREET RAFAEL VALLS YES 11 DUKE STREET THOMAS DANE GALLERY 12 DUKE STREET DEREK JOHNS 13 DUKE STREET J VAN HAEFTEN YES 13 DUKE STREET OBSIDIAN YES 14 DUKE STREET MACCONNAL‐MASON 15 DUKE STREET BRIAN HAUGHTON 34 DUKE STREET ROBERT BOWMAN MODERN YES 37 DUKE STREET JULIAN HARTNOLL 41 DUKE STREET DUKE STREET GALLERY 44 DUKE STREET BRISIGOTTI 38 ‐ 39 DUKE STREET PETER FINER YES 40 ‐ 41 DUKE STREET WILLOW GALLERY YES 8A DUKE STREET GRACE TSUMUGI FINE ART YES 57 JERMYN STREET SLADMORE YES 58 JERMYN STREET SIMON C DICKINSON YES 59 JERMYN STREET THE WEISS GALLERY YES 80 JERMYN STREET FRANSES 75A JERMYN STREET TREVOR PHILIP & SONS YES 8 KING STREET CHRISTIE'S 14 KING STREET PULLMAN GALLERY 15 KING STREET KENNETH DAVIS WORKS OF ART 17 KING STREET PRIESTLEY AND FERRARO YES 21 KING STREET SIMON RAY YES 2 ‐ 4 KING STREET FROST & REED 6 MASONS YARD STEPHEN ONGPIN & GUY PEPPIATT YES 14 MASONS YARD HAMISH DEWAR YES 22 MASONS YARD ALAN WHEATLEY ART 7 ‐ 8 MASONS YARD JEAN‐LUC BARONI 7 ‐ 8 MASONS YARD MATTHIESEN FINE ART YES 25‐26 MASONS YARD WHITE CUBE 10 PARK PLACE AKTIS GALLERY 5 PICCADILLY ARCADE ICONASTAS YES 2 ‐ 4 PRINCES ARCADE CELADON ART GALLERY 12A PRINCES ARCADE ROBERT COX 5 RYDER STREET PETER NAHUM 6 RYDER STREET RAFAEL VALLS 17 RYDER STREET OLYVIAORIENTAL 21 RYDER STREET GROSVENOR GALLERY 8‐10 RYDER STREET CHRIS BEETLES 2A ‐ 4 RYDER STREET AMELLS YES 2A ‐ 4 RYDER STREET MORETTI FINE ART YES 4 ST JAMES`S STREET THE O`SHEA GALLERY 66 ST JAMES`S STREET STERN PISSARRO YES 23A ST JAMES`S STREET HORNE & HARVEY YES 10 ST JAMES'S PLACE ISSACC & EDE YES THE MALL MALL GALLERIES THE MALL INSTITUTE OF CONTEMPORARY ARTS (ICA) SOCIETY OF LONDON ART DEALERS YES BRITISH ANTIQUE DEALERS ASSOCIATIONS YES LAPADA YES

Appendix 6: Rateable Value Information

2010 Data collected from the Valuation Office (www.voa.gov.uk). Street numbers removed for confidentiality.

Total £/sqm Total Area Rateable Zone A Number Street Postcode (sqm) Value Retail x Bury Street SW1Y 6AB 103.9 £44,558 £1,000 x Bury Street SW1Y 6AB 44.6 £24,187 £1,200 x Bury Street SW1Y 6AU 186.9 £50,483 £1,200 x Bury Street SW1Y 6AU 35.8 £20,524 £500 x Bury Street SW1Y 6AL 80.3 £33,580 £600 x Duke Street SW1Y 6DD 95.2 £35,563 £550 x Duke Street SW1Y 6BN 118.0 £71,686 £1,100 x Duke Street SW1Y 6DB 255.1 £106,381 £550 x Duke Street SW1Y 6DB 126.8 £36,517 £1,100 x King Street SW1Y 6QY 73.7 £31,473 £950 x Mason's Yard SW1Y 6BU 74.6 £25,504 £480 x Piccadilly Arcade SW1Y 6NH 61.8 £43,170 £2,000 x Princes Arcade SW1Y 6DS 35.5 £27,383 £1,163 x Ryder Street SW1Y 6QB 71.9 £33,613 £1,050 x Ryder Street SW1Y 6PY 89.6 £37,838 £1,000 x Ryder Street SW1Y 6PY 121.4 £40,897 £1,050 x King Street SW1Y 6QU 35.1 £34,284 £998 x King Street SW1Y 6QU 89.2 £28,731 £950

Appendix 7: House Price Information

2012 properties currently on the market (April 2012), from a search of ‘St James’s’ on www.findaproperty.com

Street Type Price Duke Street 1 Bed Flat £615,000 Duke of York Street 1 Bed Flat £649,000 Jermyn Street 1 Bed Flat £715,000 Jermyn Street 1 Bed Flat £1,000,000 Pall Mall 2 Bed Flat £1,250,000 Pall Mall 2 Bed Flat £1,250,000 Jermyn Street 2 Bed Flat £1,550,000 Cockspur Street 3 Bed Flat £1,750,000 Jermyn Street 2 Bed Flat £2,000,000 Ormond Yard 2 Bed House £2,500,000 Ryder Street 3 Bed Flat £3,650,000 Cleveland Row 3 Bed House £4,000,000 Ryder Street 3 Bed Flat £4,250,000 St James's Place 5 Bed House £7,250,000

Redefining refined: St James’s retail Introduction

The Crown Estate owns nearly 50 percent of the buildings in St James’s and is committed to the area, which is part of the core fabric of The Crown Estate. Some of our most exciting projects are taking shape here. Projects such as St James’s Gateway, where works began in 2010, enhance and respond to the character of the area and reflect our commitment to architectural excellence. The Crown Estate’s St James’s portfolio strategy will guide our investment in the area. Our aim is not to change St James’s but refine it; sensitively, carefully and for the long term. We will invest in St James’s future as a world renowned destination for shops and restaurants, whilst preserving its distinct niche in the West End office market. We will safeguard its residential character and improve the public realm, redressing the balance between pedestrians and motorists. Our approach will be based on consultation with businesses and communities to ensure our ideas preserve this most historic quarter of London. St James’s is home to some of London’s most celebrated heritage but there is much more to it than this. St James’s is a living, evolving and defining part of London. More than its architecture or heritage, this thriving culture and community is at the heart of the area’s success and The Crown Estate’s approach to investing in St James’s future.

St James’s is a unique part of central Westminster. It differs from the other ‘villages’ of the West End – Mayfair, Soho and Covent Garden – in its remarkable architectural richness. Its concentration of listed buildings is unparalleled in London. The Ten Strategies

Architecture Visual Arts and Antiques Strategy Deliver buildings that respond to Promote the area to enhance the character and quality of the St James’s status as global leader area with a commitment to of the trade in fine art and antiques architectural excellence and the and recognise this contribution business needs of the 21st to cultural heritage Century. Residential Conservation Reinforce St James’s role as a Conserve St James‘s unique and high quality residential locality. dignified urban character through Retail a proactive commitment to the Further St James’s reputation as protection and enhancement of its a world-class shopping and dining significant built heritage. destination. Planning Office Work in partnership with the local Enhance St James’s as a community and other stakeholders significant and distinct sector of by adopting a sustainable the West End office market. approach to planning. Branding Public Realm Reinforce, enhance and protect Support St James’s as a leading St James’s as a world renowned place in London for living, working destination. and visiting by redressing the balance between pedestrians and vehicles. Clubs and Societies Respect the valuable contribution made by clubs and societies to St James’s history and heritage. Architecture Strategy

Aim To deliver buildings that enrich the character and quality of the area, underline The Crown Estate’s commitment to architectural excellence and preserve and enhance the historic character of the area. Strategy Develop new buildings responsibly, reflecting the architectural tastes of their time whilst being sympathetic and complementary to St James’s historic context. Create buildings that will have a long life and be adaptable as society’s needs change. Create buildings which are responsive to their context by having an appreciation of the different characters of the streets of St James’s. Develop buildings which do not aim to be individual or iconic in isolation but with a focus on place making and enhancing the streets and squares of St James’s. Aim to meet the highest criteria for sustainability when developing new buildings. Procure the most appropriate architectural and professional teams on the basis of quality, experience and interpretation of St James’s values. Conservation Strategy

Aim To conserve St James‘s unique and dignified urban character by protecting and enhancing the built heritage of this important, iconic and cherished area of London. Strategy Have regard to the City of Westminster Conservation Area Audit for the St James’s Conservation Area (2002), in parallel with St James’s Conservation Trust documents, when formulating development, public realm and planning proposals. Seek to revitalise heritage assets where practical to do so in line with planning policy (PPS5) which addresses the need to reuse and appropriately modify such assets so as to reduce carbon emissions and secure sustainable development. Consider the retention, adaptation or replication of quality façades in new developments. Pursue and instigate public realm initiatives which enhance the St James’s Conservation Area. See the St James’s Public Realm Strategy for further details. Explore the potential for The Crown Estate to enhance St James’s built heritage through direct funding and/or influence, again working collaboratively with other parties, outside of specific development proposals which The Crown Estate might undertake on its own St James’s portfolio. Individual building assessments to be produced as part of any future development feasibility exercise. Give full consideration to a building’s architectural merits and listed features when assessing the appropriateness of development proposals. Proposals for redevelopment or refurbishment behind retained façades must respect a building’s fabric and ensure its long term viability. Where appropriate, look to replace poor quality shop fronts in a manner sympathetic and compatible to the location. Engender an interest in and understanding of St James’s origins and evolution. Encourage, in the case of Crown Estate freeholds not within its direct control, a sustainable and fully embracing approach to conservation. Planning Strategy

Aim Alongside other parties interested in St James’s, such as planning authorities, businesses, conservation groups, The Crown Estate will actively engage in sustaining and reinforcing St James’s established role as a distinctive, high quality mixed use area of central London. Strategy Build relationships with and work in partnership with key stakeholders including Westminster City Council, St James’s Conservation Trust and the Westminster Society. Work with Westminster City Council, Transport for London and the Mayor of London on initiatives including the improvement of Piccadilly Circus to reinforce its role as one of London’s most visited and iconic destinations. In the areas around Haymarket and the lower end of Regent Street seek a sustainable mix of uses and create a better sense of place, more appropriate to St James’s. Work with the Jermyn Street Association to maintain Jermyn Street as a unique and world class retail offer, in line with the emerging Westminster Core Strategy. Support Westminster City Council’s emerging Core Strategy that identifies St James’s as a Special Policy Area in respect of its niche retail. Support the wider function of St James’s in line with its brand values (Personal, Distinctive, Stimulating and Eclectic) and a broader range of uses consistent with its location within the established Core Central Activities Zone. Refurbish and redevelop commercial accommodation to support London’s capital and world city functions, including retail, office and restaurant space of the highest quality. Ensure all developments are designed to the highest architectural standards, in line with the Architecture Strategy, with a focus on achieving sustainable development. In line with the St James’s Residential Strategy, wherever practical and appropriate, support the Westminster City Council planning policy objective encouraging additional residential within the Central Activities Zone as part of sustaining and enhancing the mixed use nature of the area. Development proposals will be informed by a specialist historic building(s) report. See the St James’s Conservation Strategy for further details. Public Realm Strategy

Aim To redress the balance between pedestrians and vehicles as appropriate in order to support St James’s as a leading place in London for living, working and visiting. Strategy Assist pedestrians by placing formal crossings where large numbers of people want to cross and encouraging informal crossing by providing central median strips where practical. Widen footways in areas of high pedestrian demand such as Piccadilly Circus, Piccadilly, the lower end of Regent Street and Haymarket. Encourage creation of crossings on pedestrian desire lines. Introduce Transport for London’s ‘Legible London’ wayfinding scheme throughout St James’s. Eliminate the ’urban motorway’ created by the present one way system along Piccadilly, St James’s Street and Pall Mall. This will reduce traffic speeds and noise, and by reintroducing the traditional street pattern, enhance the historic setting. Consider a pedestrian priority square between Haymarket and Regent Street to bring the area more in line with the character of historic St James’s. Generally reduce traffic levels where possible by re-routing flows but also supporting and encouraging improvements to public transport. Designate particular areas for outdoor relaxation such as within the square and gardens of St James’s and appropriate streetscapes. Encourage tree planting where appropriate and space allows. Window boxes and hanging baskets are suitable where space is limited, particularly to give emphasis to shops, restaurants and public houses. Create off street servicing where possible and particularly as part of larger developments. Where not practical servicing must be carefully considered to minimise the adverse effect on the remainder of the area. To support the designation of St James’s as a priority location to improve air and noise quality. Clubs & Societies Strategy

Aim The Crown Estate will work in partnership with the St James’s clubs and societies, and their members, respecting established tradition while considering St James’s occupiers and visitors’ needs. Strategy Respect the valuable contribution made by clubs and societies to St James’s history and heritage. Work alongside these establishments to endorse St James’s as a celebrated destination with a unique history that is evolving to provide an accessible and vibrant destination. Encourage the established St James’s clubs and societies to continue engaging with the local St James’s community. Visual Arts and Antiques Strategy

Aim Promote the area to enhance St James’s status as global leader of the trade in fine art and antiques and recognise this contribution to cultural heritage. Strategy Respect the established position of the art and antiques market within St James’s and the character that this gives the area in the vicinity of Christie’s. Work with the dealers of visual arts and antiques to promote St James’s as a destination of excellence and enhance the environment so that these businesses and the trades associated can flourish. Seek high quality and sought after operators that will further enhance St James’s reputation and position at the forefront of the global art and antiques trade. Residential Strategy

Aim To reinforce St James’s established role as a high quality residential area. Strategy Include the provision of housing where it is appropriate and practical to do so as developments within St James’s are pursued. Improve the environment of St James’s as a place to live through public realm initiatives. Ensure that new developments and refurbishments meet the highest appropriate standards in their residential market. Ensure that new developments and refurbishments meet the highest appropriate standards for residential sustainability. Enhance the provision of occupier amenities such as high quality dining, retail and, in particular in the lower Regent Street and Haymarket area, entertainment. Consider suitable stand alone residential developments, specifically in the Carlton House Terrace area and west of St James’s Street, which are likely to be appropriate locations for new residential accommodation. Where the provision of residential space in developments is not practical or appropriate, to make provision available elsewhere through use- swaps or residential credits. Retail Strategy

Aim St James’s is the ultimate blend of elegant heritage and eclectic retail. Our retail strategy will further endorse St James’s positioning as a world-class shopping and dining destination whilst maintaining its heritage, sense of tradition, elegance and luxury. Strategy Seek high quality and sought after retailers that will further enhance St James’s position as an exciting destination with a distinctive and stimulating retail mix. Encourage greater pedestrian flows by identifying areas where critical mass can be achieved. Secure quality operators for now and in the future. Attract new shoppers and encourage the existing local office and residential communities to take full advantage of the amenities in St James’s. Focus attention to the ‘gateway’ units on the corner of each street. Enhance the existing restaurant offer by attracting acclaimed restaurants appropriate for historic St James’s. Retailers should embody the St James’s brand values of ‘Personal, Distinctive, Stimulating, Eclectic’. The focus at all times is on the quality of the offer and its presentation, including seeking shop fronts in keeping with the sense of tradition, elegance and luxury. Marketing A Crown Estate led marketing strategy to elevate the location of St James’s as a high profile international retail destination. Market St James’s retail offer to UK and international audiences through a dedicated PR and events programme, including through partnership working with the Jermyn Street Association. Management Create and maintain effective working relationships with intermediate landlords, occupiers, businesses, resident groups and politicians. Flexible leasing approach that supports the retail mix and its accompanying strong customer focused ethos. Customer focus that delivers a quality of service, accountability of St James’s portfolio representatives and improves customer retention. Ensure The Crown Estate’s St James’s Portfolio team members and their agents embrace and uphold the St James’s brand values. Encourage the growth of business within St James’s through a fresh approach to tenant relationships. Office Strategy

Aim To embrace St James’s as a significant and distinct sector of the West End office market, by developing and refurbishing low quality offices, innovative marketing, strong branding and quality control. Strategy Define the office sectors to be served, through research of the occupational markets and provide a breadth of offer to service them. Improve the existing product by developing and refurbishing in line with the architectural and conservation strategies, and to the highest possible standards, fit for the 21st Century. Ensure that new developments and refurbishments meet the highest appropriate standards in their market and for sustainability. Where possible, co-ordinate the provision of business support such as hotels, conferencing and dining, and occupier amenities such as retail and entertainment. Encourage a market leading level of tenant retention via an innovative customer focused approach. Create and maintain effective working relationships with intermediate landlords. Marketing A Crown Estate led marketing strategy to publicise the location of St James’s. Endorse office buildings in St James’s as those that meet customer needs and, working closely with letting and managing agents, offer focused and user-oriented servicing. Create a strong brand within the West End and Central London office markets, on par with Mayfair. Management Flexible and commercial approach to leasing negotiations that supports a strong customer focused ethos. Customer focus that delivers a quality of service, accountability of The Crown Estate’s St James’s portfolio team members and their agents, and high levels of customer retention. Encourage the growth of business within St James’s through an enlightened approach to tenant relationships. Ensure managing agents, front of house staff and letting agents embrace The Crown Estate ethos and St James’s brand values. Brand Strategy

Why create a brand for St James’s? So that the collective portfolio and the stewardship responsibilities of The Crown Estate can be defined and communicated in a clear, concise and consistent manner, allowing us to position the St James’s offer competitively. The brand is an emotional trajectory that guides the way we think about St James’s. It is an expression of our vision and a promise of our intent, delivered through our strategies. The St James’s brand defines what we stand for and how we communicate. Define and Unite The ‘place’ St James’s must be understood. Its physical and geographical boundaries are defined and the parties responsible for delivering it are brought together under a shared vision and set of values. Project and Attract The key benefits and drivers for messaging are projected across all relevant communication channels to our target audiences (customers, partners and visitors). Vision St James’s has a distinctive character, inherent in its architecture and its communities, which people can respond to on a very personal level. What is so unique about St James’s is that it offers degrees of sophistication and accessibility that allow it to be responsive to its diverse audiences, and it does this without undermining that special, personal relationship that people enjoy. From this understanding, we aim to protect, enhance and respond to St James’s essential character. To preserve its architectural heritage, to improve its public areas and to regenerate its office, retail and residential space, and to do this in line with The Crown Estate’s core values of commercialism, integrity and stewardship. Essence The spirit of St James’s – what makes it come to life – is encapsulated in the brand essence: inclusive/exclusive. St James’s is always encompassing and diverse and yet at the same time it is offers people a unique, personal experience. Brand Strategy

Character The way we talk about St James’s should always be framed by its timeless brand character. Above all it is St James’s bedrock of social, professional and architectural heritage that has endured through the years and it is this quality that must be reflected in the St James’s brand. In order to communicate the brand in a consistent manner, the way we talk about St James’s should always be framed by its timeless brand character. For example: classic meets modern/classic, style meets bespoke and design meets quality. All of these influences are pulled together within the timeless environment of St James’s. Values The brand values represent our primary aspirations for St James’s. They are the simple qualifiers used to keep decision making in line with the brand vision. Personal Bespoke and individual. Distinctive Characteristic and unmistakable. Stimulating Vibrant and dynamic/engaging the senses. Eclectic Diverse and influential.