BId2 PROPOSAL 2012-17

PROMOTE ENHANCE DEVELOP A Business Improvement District for City Centre Retailers CONTENTS

INTRODUCTION P04

ACHIEVEMENTS P08

OUR VISION P30

FAQS P38

PROMOTE ENHANCE DEVELOP

3 INTRODUCTION vision making birmingham for change the best

TO PROMOTE... London’s West End and Glasgow, contribute in the development of TO ENHANCE... and we don’t want to stop there. the Retail Birmingham BID area. TO DEVELOP... In the following pages we hope Our boundary is set to expand I urge you to ’s to outline how we’ve enriched for BID2, adopting The Cube as retail heart our city centre as a destination, an iconic piece of Birmingham’s and how over the next five years skyline and welcoming retailers vote yes In 2004, Birmingham was sixth in we will continue to promote along Carrs Lane. We will also the National Retail Rankings. At Birmingham city centre , enhance work with Moor Street Station to the close of Retail Birmingham’s our streets through quality improve its connectivity with the in october first term, we sit third behind public realm management, and city core.

Jonathan Cheetham Chair Retail Birmingham

BT TOWER LIVERY STREET

SNOW HILL STATION

CHURCH STREET BID2 AREA GREAT CHARLES STREET BULL STREET This is the final year of our first term. Retail Birmingham has been Over the next five years There are many positives that working for you, our members, Birmingham will see a massive Retail Birmingham has brought to since 2007. change to its transport the city centre since 2007 and this T COLMORE ROWE C House M H In these challenging infrastructure bringing with it work will continue into a second P E LE ROW R of Fraser COUNCIL R economic times, communities significant benefits for city centre term. I urge you to vote yes in Y HOUSE S T need to come together and retailers. New Street Station and October 2011, so we can continue Martineau CENTRAL work with each other to insulate the Midland Metro extension to develop our retail community T Place LIBRARY VICTORIA WATERLOO STREET S N U for everybody’s benefit, helping SQUARE O N themselves. Doing nothing is will reshape our city core; Retail TOWN N IO Boots N N S HALL A T not an option with Birmingham Birmingham is ensuring that your to deliver increased turnover and C

TEMPLE STREET City Council facing financial needs are represented at the profit for our members. P NEW STREETNEEDLESS ALLEY IN M&S MOOR STREET FO constraints. Retail Birmingham highest level within these exciting L CORPORATION STREETPrimark HILL STREET D Pavilions S NEW STREET is here, working for you, with developments, that our city TR STEPHENSON STREET E E you, to protect our city centre centre remains vibrant and clean, T MOOR STREET from the uncertainties that lie and that access to stores and ROTUNDA STATION ahead. Our marketing and events way-finding is maintained during SUFFOLK STREET QUEENSWAY NEW STREET programme has made a significant the construction phase. We will JOHN BRIGHT STREET STATION Selfridges impact at a national level, and continue to promote Birmingham NAVIGATION STREET The we’re working hard to alter long- to our millions of customers and Bullring HILL STREETPallasades standing negative stereotypes of reinforce the message that the city HOLLIDAY STREET Birmingham to ensure we remain centre is still very much business Debenhams not just a key regional retail as usual. Harvey destination, but also develop as a Nichols true world class city. The Markets Mailbox ALEXANDRA THEATRE HURST STREET SMALLBROOK Q’WAY The HOLLOWAY PERSHORE STREET Cube CIRCUS

HIPPODROME 04 05 INTRODUCTION birmingham 2013

The new £195 million Library timeline of Birmingham opens 2011 2012 2012

New Street Station Retail Birmingham Midland Metro redevelopment begins BID2 begins extension works begin 2015

£600 million redevelopment of New Street Station. Its redevelopment will open up the city, help regenerate the local area and provide a stunning new building for Birmingham

Midland Metro Extension. Going from Snow Hill to New Street Station, this project will completely change the face of the city centre, in particular Corporation Street, with an enhanced public realm scheme

2014

John Lewis to open its biggest store outside London

2012 2012

The USA and Jamaican Olympic teams City Centre way-finding will be based in the City during the 2012 and signage system completed Games, including world wide media

06 07 Achievements Strategic Projects

These projects are ‘above and beyond’ the scope of our original 2007 Proposal document, but we felt that these were crucial to the success of our city centre.

RETAIL BIRMINGHAM DESIGN STRATEGY OUR VISION FOR THE CITY CENTRE

The Design Strategy, led by examining how we can improve Although long-term, the Retail Birmingham and funded our area and continue to develop strategy is already informing how by Birmingham City Council, as a spectacular business the City Council and its partners established a core set of design environment. We’ve used key work within the city centre. principles that will inform and themes such as increasing footfall, Guidelines from the strategy have influence city centre development making the area a pleasant place been adopted on issues such as in the years ahead. to work and visit, and how major Birmingham Metro, street furniture Retail Birmingham, with Make new developments such as Metro, and planning policy. Architects, comprehensively HS2 and New Street Station can reviewed the city centre, work for us as a community.

The Retail BIRmingham Design Strategy provides an overall visIon for our city centre

8 8 9 ACHIEVEMENTS

THE VISION FOR MOVEMENT FOR A VIBRANT, CONNECTED CITY helping to reshape

Retail Birmingham, along with connected, efficient and walkable transport infrastructure, ensuring Birmingham City Council, Centro, destination, served by a range of that it reflects the current needs the way people get TO, National Express and the other high quality modes of transport of workers and visitors to the city city centre BIDs, is helping to and sign-posted by a concise centre. We will also ensure that reshape the way people get to, way-finding system. the ‘walkable’ city focuses on from and around the from, and around the city centre. Retail Birmingham will high quality pedestrianisation for The Vision for Movement sets continue to represent our a safe, clean, well-lit and vibrant out short and medium term goals members’ interests when trading environment. city centre to establish the city as a well- discussing changes to public

10 11 ACHIEVEMENTS

STREET TRADING STRATEGY RETAIL BIRMINGHAM ECONOMIC STUDY WORKING TO IMPROVE OUR DELVING DEEPER INTO AREA’S STREET TRADERS OUR AREA’S HEALTH

Retail Birmingham joint funded In 2009, Retail Birmingham an independent review of street commissioned The Retail trading in the BID area to analyse Group, in conjunction with the this in light of future developments Local Data Company and with in the city centre, and address additional funding from Advantage whether their trading lines, West Midlands, to baseline the locations and stall types were economic health of the Retail appropriate; a study of this sort BID. Focusing on issues such as had never been undertaken before turnover, occupancy levels, footfall in Birmingham. and consumer views, the outcome Results showed an appetite of the study gave us valuable for street trading amongst the insights into the nuances of our public, and we have begun work area and where best the BID’s with Birmingham City Council resources and projects could be and other stakeholders to actively targeted. improve street traders in the Retail The Study gave rise to some BID. key projects - we increased our focus on independent retailers, continued promotion of the city centre retail offer, and added another layer of detail to the Retail Birmingham Design Strategy to meet our aims for a walkable, connected, appealing Retail BID environment. over £1.5 Billion 28,437 full-time spent annually retail jobs in the retail core sustained

12 13 Achievements Marketing & Events

In 2007, we promised to: > establish the ‘Style Birmingham’ brand to promote the city centre, deliver high-quality events for our members’ benefit and support key shopping periods through targeted marketing campaigns > celebrate and enhance Birmingham’s important retail sector

CITY CENTRE SHOPPING GUIDE AND MAP

This unique Retail Birmingham Our first Guide in 2007 saw BID area - 103,000 copies were product, now in its fourth year, is 10,000 copies distributed, and printed and distributed during delivered to every BID member this soon grew to 100,000 in the interim period before the new as well as major regional hotels, 2010. In 2011, we established Interconnect way-finding system conference centres and transport the City Centre Shopping in 2012. hubs. Every member is listed in Map to make it even easier for the Shopping Guide and Map. people to navigate around the Retail Birmingham’s Shopping Map is one of the most popular items we stock at new street station

Kelvyn Cooper, Take One Media

14 15 ACHIEVEMENTS

STYLE BIRMINGHAM PROMOTING THE BID AREA 9,000 unique

We felt that Birmingham city initiatives and collateral designed means to compete with online centre’s retail offer needed to be to continually promote the city’s competition and we have visitors a positioned as an outstanding, retail and leisure offer, both in print fostered a very strong interactive stylish shopping experience, so and digital formats. community of shoppers and we established the consumer- Through social media and the visitors through twitter, facebook month facing brand ‘Style Birmingham’ to consumer facing stylebirmingham. and our website. headline the breadth of marketing com, our members have a

THE MAGAZINE

Instantly recognisable for its high quality, the Style Birmingham Magazine has developed from a quarterly to a bi-monthly run of 30,000 copies due to demand. Having just celebrated its 21st THE edition, the magazine is unique in the UK and generates high WEBSITE interest from international brands stylebirmingham.com and retailers to advertise within it - something such brands would not normally do at regional level. It Retail Birmingham’s consumer is delivered directly to over 10,000 website is now the recognisable subscribers and the remainder are portal for shopping and fashion in distributed to hotels, restaurants, the city. Since launching the site salons and BID members. in April 2009, we average 9,000 unique visitors a month, peaking around the Style Birmingham Live event in September and the the magazine is Christmas period. Each BID member has a unique in the uk unique page on stylebirmingham. and generates com and we proactively update the site with the latest news, high interest from member offers and competitions international to ensure our members have the high-quality online presence brands and required to keep Birmingham retailers competitive in the face of recession and growing online sales.

16 17

Achievements major events

STYLE AWARDS 2007 - 2009 RETAIL BIRMINGHAM AWARDS 2011 STYLE IN THE CITY STYLE BIRMINGHAM LIVE Retail Birmingham staged With 21 categories and an Retail Birmingham had a vision to In 2010, due to the growing Additional activities and three Style Award ceremonies extensive media campaign, create outstanding retail focused recognition of the Retail supporting shows were staged recognising the most stylish the Retail Birmingham Awards events that firmly put the city Birmingham consumer brand in our shopping centres, helping destinations in the city centre, attracted over 40,000 public centre on the map as a shopping Style Birmingham, the show to drive footfall around the BID and with over 10,000 public votes votes. The award ceremony destination, and in our first term was renamed Style Birmingham area. The event was hosted by each year in twelve categories, was a theatre-style event and we staged major fashion, beauty Live. Over three days, Retail George Lamb and supported by these quickly developed into free tickets were offered to our and shopping events. Birmingham hosted 13 major an extensive regional and national coveted awards. members - over 500 attended, as In 2008 we created ‘Style in catwalk fashion shows in the city’s marketing campaign, as well as In 2011 we renamed the award well as Cabinet members from the City’, seeing thousands of Town Hall. city dressing. ceremony to recognise the entire Birmingham City Council and visitors attend over a three-day > footfall increased by 31,000 over Style Birmingham Live membership of Retail Birmingham. retail media including the editor of shopping extravaganza with the weekend 2011 will be staged from 23-25 We also changed the format of the Retail Week magazine. celebrity hosts Trinny & Susanah > average spend per visitor was September and has expanded event allowing all 700 businesses and Kelly Osbourne. The show independently assessed at again to include as many of our to be eligible for the public vote. proved such a success that a £102 per person members as possible. second event was staged in 2009, > over 60 retailers showcased new attracting over 10,000 shoppers autumn and winter products at and hosted by Myleene Klass and no cost, many of which quickly Emma Willis. sold out The 2009 show generated over £1,000,000 of PR value for shopping in Birmingham. for far too long cities have been in the shadow of london, birmingham is buzzing, it’s a really vibrant city and events like these are long overdue We were delighted with the Style George Lamb birmingham Live weekend and the exposure we gained for our brand. our catwalk dresses practically sold out and we saw a huge increase in footfall over the three days

Sophie Shaw, Jigsaw

18 19 Achievements seasonal shopping campaigns TASTE OF BIRMINGHAM Retail Birmingham has created a In 2009 and 2010, Retail number of seasonal marketing Birmingham members were represented at the Taste of campaigns and initiatives that target Birmingham festival, organised by Marketing Birmingham. key retail periods to increase footfall The show attracted thousands of regional visitors and was an and deliver significant benefits for excellent opportunity to showcase the city centre’s retail food offer our members. whilst expanding our subscriber database by many thousands.

CELEBRATION OF STYLE INDEPENDENTS LOVES YOU This major campaign promoting We have created a number our area’s independent retailers is of initiatives to support Started in 2008, this campaign now in its third year. We recognise independents: promotes Valentines’ Day the important role independent > catwalk shows shopping and leisure in the BID businesses play in bringing > maps, guides and booklets area. With extensive online, personality and vitality to the city > outdoor photography exhibition print and radio coverage, Retail centre, and we offer marketing > unique pieces of print material Birmingham created a ‘Top 50 Gift and training support all year (Area, Style Magazine) List’ derived from our members, round to allow them to compete many of whom reported strong with their international brand sales of their featured products. neighbours.

ALWAYS IN Being an independent in the city centre STYLE can be quite daunting so Being part In 2008 we created the new Style Birmingham website supported by of Retail Birmingham’s marketing and a national advertising campaign promotion campaigns is a great way to ‘Always in style’ highlighting the outstanding choice of reach new customers - I found that the current trends and fashions more you put in, the more you get back available in the city centre. The campaign included outdoor Devinder Dhallu, sixeight café advertising, magazine and radio (independent retailer) advertisements.

20 21 ACHIEVEMENTS

RETAIL BIRMINGHAM GENERATES The street entertainment is really good AN average of £1.7 million fun. It’s a real pull for the area, great per annum print and for visitors, and we see more people broadcast media value coming into the shop too

David Byrne, Levi’s

CHRISTMAS SIX SUMMER SATURDAYS IN BIRMINGHAM & STREET ENTERTAINMENT

As the most critical period for Retail Birmingham also invests For Christmas 2011, Retail Birmingham and best acts the nation has to offer. Festival to provide international any retailer, we take this very in wide reaching radio campaigns Retail Birmingham is investing teamed From giant kangaroos to grannies quality acts on High Street and seriously and ensure we have an during this period. In 2009 and once again in radio and TV up to deliver ‘Six Summer in high powered shopping New Street (near Piccadilly outstanding marketing presence 2010, we bought 100 Heart FM campaigns for the city centre. Saturdays’ of the highest quality trolleys, the event helped reshape Arcade), and coordinate closely throughout the region to promote Traffic & Travel sponsorship spots, We’re also working with street entertainment. perceptions of Birmingham city with Birmingham City Council to Birmingham. reaching a potential 650,000 Marketing Birmingham to Over July and August 2010 centre and encouraged longer develop lists of appropriate street We invested in a high quality people throughout December. produce a consistent and joined and 2011, New Street, High dwell times. entertainment locations in the BID TV advertisement in 2009, and We also fund decorations over up Christmas campaign for Street, Cherry Street, Union Street We work with the Birmingham area. due to the production quality it the festive period on Edgbaston Birmingham, focussing on retail. and Temple Row saw some of the International Jazz and Blues has been aired over two Christmas Street, Gloucester Street and periods. The thirty second advert Corporation Street, as well as tree ran 82 times during each festive lights on High Street and New season. Street.

22 23 Achievements business support

In 2007, we promised to: > represent our members’ needs and lobby for this at all levels > communicate with our members and be there for people when they need us > build strong partnership links with key strategic stakeholders for the benefit of our members

LOBBYING Birmingham is CITY CENTRE TACKLING one of the safest Retail Birmingham has been at We have delivered two key We continue to work closely DISORDER CRIME the forefront of decision-making in strategies that have been woven with Birmingham City Council core cities in the the city centre, championing our into the core of Birmingham City to ensure that the regulatory AUGUST 2011 We work closely with West members’ interests and ensuring Council’s future development. environment works for the benefit country. effective Midlands Police to tackle that issues affecting our district We’ve also listened to our of the city centre, ensuring our partnership Across the UK we witnessed on-street issues such as begging, are dealt with promptly. members and prioritised tackling district remains safe, clean and a unprecedented incidents of drinking and vandalism. Our Street several street nuisances in our pleasant place to explore. working is criminality during August 2011 Wardens conduct joint patrols with area, such as charity prospectors, crucial, and Retail and many of our members were Officers and share information, waste bags and leafleters. affected. Retail Birmingham helping to make Birmingham one Birmingham is worked with West Midlands Police of the safest city centres in the a key partner in to ensure local businesses had UK. regular news updates. Daily Board Free Retail Crime Operation We’re actively involved with: creating a safe meetings were held with Police radios have been given to 77 and welcoming for retailers to feedback and plan independent retailers to offer > New Street Station for the day ahead, and our Chair support against shop theft and environment attended Police Gold Command anti-social behaviour. > Midland Metro Extension meetings to represent the retail This directly links retailers to for residents community of our city centre. a network of over 400 city centre > City centre signage and way-finding and visitors to Our text messaging and businesses, our Street Wardens Street Warden services were and the Police, and has proven to > financial support for members Birmingham used quickly to convey accurate be invaluable to independent and Chris McKeogh, information and keep people national retailers alike. > tackling street nuisances Chief Superintendent updated, a ‘Show Your Love West Midlands Police for Birmingham’ regional radio business crime reduced > public transport links campaign was launched the following week, and we are by 31% over retail working with Birmingham City Council to access financial birmingham’s first term support for as many of our members as possible. 24 25 ACHIEVEMENTS FOOTFALL LEVELS BIRMINGHAM NATIONAL

6 5 SUPPORT 4 AND COMMUNICATION % Change 3 2 1 0 -1 > working with the Valuation Office Agency to provide -2 business rates relief -3 Sep-09 Dec-09 Mar-10 Jun-10 Sep-10 Dec-10 Mar-11 > delivering personal support to members -4 > accessing funding for our members FOOTFALL CAMERA NETWORK

The Retail BID area sees 1.5 million people a week pass through our camera network; covering twelve key locations in the city centre, this forms the largest outdoor footfall counting scheme in the UK and went fully TALKING SUPPORT RETAIL operational in January 2010 in partnership with Birmingham City Council. All data is freely available to Retail Birmingham members, and we’ve used the data to monitor footfall trends around the city centre and review our TO THE FROM THE DEVELOPMENT key events such as Style Birmingham Live. From September 2009 to April 2011, Birmingham’s footfall was up TEAM TEAM PROGRAMME 4.1% compared to the national average of 1.1%.

A hotline for retailers to contact Training classes are an important Working in partnership with us and the Street Wardens support package for independent Birmingham City Council directly has been operational retailers and have included and Business Link, the Retail since 2007, alongside our website E-commerce, Marketing, Visual Development Programme was retailbirmingham.co.uk. Breakfast Aesthetics, and a special class introduced to assist existing BIRMINGHAM NATIONAL Forums to meet the team and led by Mary Portas on improving and new independent retailers. TRADING LEVELS engage with stakeholders have small businesses. We were also It provided financial assistance been held throughout our first the first BID to send our members through grant awards of between term attracting on average 40 to the ATCM Summer School in £2,500 and £10,000 to meet 50% 7 businesses per session, and 2009. of eligible costs, and eighteen 6 each month our newsletter is We are actively engaged with members received a total of 5 delivered to our local members, the Valuation Office Agency, £130,000 in funding. 4 full of key footfall and trading Birmingham City Council and % Change information as well as important various stakeholders to represent 2 news and details on future our members on the impact of PROPERTY 1 events. We also established a development work on trade. 0 text message service to relay Continuing to deliver this FORUM important information quickly personal level of support to our -1 to our members; there are 268 members forms a key component Meeting every three months, -2 registered users, and key topics of our BID2 proposal. We have this Forum brings the property -3 have included disruption relating agreed with the VOA to offer community together and informs -4 Sep-09 Dec-09 Mar-10 Jun-10 Sep-10 Dec-10 Mar-11 to protests or extreme weather. business rate relief for affected them of the shared visions for properties by development the city centre. Having met five work, and are working with our times since March 2010, the members to ensure they collect Forum attracts up to 25 unique the appropriate evidence. representatives and has shared valuable information on New Street Gateway and Metro, as RETAIL BID HEALTH CHECK well as our work on marketing and tackling street nuisances. By Each month, Retail Birmingham monitors trading performance by gauging our members’ trading figures. bringing these groups together, we We take a cross-section of retailers and compare this to the BRC figure; from September 2009 to April 2011, hope to facilitate attracting new Birmingham’s trading figures were up 1.03% against a national average of -0.62%. businesses to the area.

26 27 Achievements Street operations

In 2007, we promised to: > reduce the level of retail crime and anti-social behaviour in the BID area > improve the public realm and experience of Birmingham city centre > improve the links within and around the retail heart FLORAL and get people moving around the area ENHANCEMENTS

During the summer months, the city centre comes alive thanks to the floral enhancements it is reassuring provided by Retail Birmingham and Birmingham City Council. STREET BAGGED Each year we expand the reach having people at of our floral boxes with new areas CLEANSING WASTE including the Pallasades ramp, Edgbaston Street, Bull Street and Retail Birmingham contracts a When the BID began in 2007, hand for assistance the regular areas of New Street, specialist cleaning company to our streets were cluttered by trade High Street and Corporation conduct three deep cleans a waste bags from businesses, Street, as well as our famous year of the entire BID area and residents and street bins. wicker floral sculptures. spot clean chewing gum. Each By working with trade waste Retail Birmingham contributes clean sees 50,000m2 of paving contractors, Birmingham City to the City Centre Floral Trail, a restored, 750,000 pieces of Council and our members, this successful walking trail that has gum and 5,000 general stains has resulted in a huge reduction in won several national gold awards removed. This service has made bags seen on are city centre streets from Royal Horticultural Society a noticeable difference to the during core trading hours. In March judges. Not only does this reflect retail environment, and cleans are 2009 when recording began, 322 well on the city, it also forms part strategically timed for maximum bags were recorded on-street in of a welcoming, clean streetscene. impact. the BID area; in June 2011, this figure had fallen by 91.3%.

STREET WARDENS I’m very much in favour of the Wardens. For an independent The Retail Birmingham Street Wardens play a central role in ensuring our BID area is safe, clean and welcoming. They are on-street seven days a week, from 0930 until 1830, and later as we get closer to Christmas. business such as ours, it is reassuring having people at hand Street Wardens visit each of our members to deliver key messages from Retail Birmingham and feedback for assistance when it may be too low level for the Police any issues directly to the team. They monitor street entertainment, trade waste, street bins, lighting and highway defects, as well as providing a warm welcome for guests to the city centre. The Street Wardens have and they have become an essential ingredient of the Retail been hugely popular with our members as a pro-active, approachable, front-line service provided by Retail Birmingham mix. Birmingham. Mike Ferguson, Smithsonia (Independent retailer and Board Member)

28 29 OUR VISION MIDLAND For a second term METRO

Bull Street, Corporation Street We will: and Stephenson Street are set > continue our partnership with This is our vision for a second term, and we propose to be redeveloped not only to the Valuation Office Agency to incorporate Metro infrastructure, negotiate business rate relief for to extend the Retail Birmingham boundary to but also into key pedestrian affected properties spaces, and Retail Birmingham > continue working with Centro encompass Moor Street Station and Carrs Lane to the is and will continue to influence to market the city centre during public realm design and delivery. construction East and The Cube to the West. We work closely with Centro > ensure the highest quality and Birmingham City Council materials are used for our to ensure that all works are public realm conducted efficiently and > ensure that the moving of buses appropriately to minimise trading away from Corporation Street disruption. affects our members as little as possible through high-quality way-finding, information and marketing

At a glance: > improving our public realm > tackling street nuisances > developing Birmingham’s reputation > delivering world class marketing & events > continuing levels of personal support for members NEW STREET AND JOHN LEWIS

MANAGING CHANGE & BUSINESS AS USUAL Birmingham New Street Station is undergoing a £600 million redevelopment including the Over the next five years, Council’s ‘’, We promise: arrival of John Lewis. Retail Birmingham city centre will a document Retail Birmingham > the city centre will remain ‘open’ Birmingham is and will continue to undergo major changes that will has influenced through our Design > our members will be affected as protect our members’ interests by transform the cityscape. New Strategy. little as possible talking now about access, public pedestrian areas will be created; > any concerns will be realm finishes and signage. Metro will deliver people into the Retail Birmingham will be at immediately dealt with through heart of the retail area and end the forefront of these issues the proper channels We will: at the re-imagined New Street during construction with you, our > ensure minimal disruption for Station. Public transport will be members, in mind. With one voice Retail Birmingham our members and visitors heavily promoted to ensure that can influence the development > work with Network Rail the city centre is a calm, safe process. Let us do the hard work; regarding signage and public place for people to enjoy, and you concentrate on building a realm planning controls will help shape successful business, and we’ll > build a positive relationship with the character of our streets for focus on building a successful city John Lewis years to come. Much of this is together. contained within Birmingham City

30 31 OUR VISION

DELIVERING THE RETAIL BIRMINGHAM DESIGN STRATEGY To complement the upcoming developments, we propose to deliver as much as possible of the Design Strategy with work already underway on several key projects. Illustrative example. Design subject to change

WAY- CATHEDRAL STREET STREET STREET FINDING WALKS NUISANCES TRADING FURNITURE

Retail Birmingham is a funding We have ambitious plans to A city is more than bricks Following the Street Trading Our Design Strategy laid out key partner of the Interconnect project. pedestrianise, during core retail and mortar, so to compliment Review, recommendations will be principles for street furniture and By mid-2012 (before the Metro hours, , Temple the range of public realm taken to Birmingham City Council its ability to deliver character development and movement of Street and Cannon Street. enhancements, work has already and then published for wider to an area. Retail Birmingham buses) we will see a network of The ‘Cathedral Walks’ are set begun to tackle key street comments. currently conducts maintenance way-finding totems guiding people to become key north-south management issues that constrain reviews, but we will go one step to and around the BID area. walking routes, so a high-quality the human experience of the We will: further and see where we can These will also be used at pedestrian environment will allow city centre. Issues include the > continue to work closely make a difference in the quality transport hubs and on the public our members to capitalise on the proliferation of ‘human signs’ and with Birmingham City Council and continuity in Birmingham’s transport network, essentially increased footfall projected. large numbers of charity data and key stakeholders to improve streetscene. establishing one high quality map collectors, and we will continue street trading to represent Birmingham city We will: examining how we can work with > help implement the We will: centre and provide continuity in > examine potential Birmingham City Council to better recommendations of the > review our streetscene, the way people mentally navigate funding sources enforce current regulated activity, street trading review from benches to the species the city centre. The map is royalty > get member feedback on such as leafleting. of tree used, and work with free and will be available for all our potential plans Birmingham City Council to members to use to promote their > integrate these works into We will: upgrade our BID area location. the wider ‘walkable city’ > work with Birmingham City agenda for Birmingham Council to manage street We will: nuisance activity > promote key anchor stores > create a world class walking and arcades on the maps environment > ensure the retail heart is clearly marked > encourage use of the map base It’s great to see Retail Birmingham working hard for its members. by our members > ensure way-finding is right for Birmingham’s streets have been dramatically improved, especially our community through the deep cleansing, and we understand the importance of creating an environment that makes the City an attractive place for both business and leisure

Christopher Farnes, Barclays Business

32 33 OUR VISION

MARKETING & PROMOTING INDEPENDENT OUR RETAIL HEART RETAIL

Major brands draw people in but unique retailers keep people coming Through our consumer brand ‘Style Birmingham’, back, adding personality and vibrancy to the cityscape.

Retail Birmingham fills the city centre with a range of We will: > continue to promote and Retail Birmingham provides a great major events around the city core; our aim is to drive enhance tha stature of independent retailers in the city focus and forum for businesses in the footfall and animate the retail heart, while providing local centre > build on the success of the City. More independent traders, like marketing solutions for all our members. Celebration of Independents’ us, need to buy into its potential to campaign > increase Birmingham’s appeal improve our profits and make use of to new small businesses their support through joint work with Birmingham City Council Tony McKinlay, Owner, Chez Jules

We will: > continue to build the Style Birmingham consumer brand and bring people to the city centre > offer local marketing solutions for our members to access regional markets at little or no cost > continue to deliver high-quality events to add value to the Retail BID, including: > Style Birmingham Live, the shopping and leisure festival in the BID area > deliver top-quality marketing schemes that resonate nationally

34 35 OUR VISION

PARTNERSHIP NEXT STEPS WORKING VOTE YES

To effect positive and lasting change, Retail Birmingham will continue to develop our relationships with key vote yes city centre and national stakeholders to improve our performance and optimise our trading environment. In october, for retail

Our key concerns will be: > promoting and developing the Street Wardens birmingham’s as invaluable ‘eyes on the street’ and a direct member-facing service second term > keeping crime and perceptions of crime low by In October 2011, you will receive a Please ‘Vote Yes’ and allow monitoring ‘hot-spots’ and acting quickly ballot paper asking you to vote for Retail Birmingham to continue Retail Birmingham’s second term. supporting the city centre’s retail > bringing people into the BID area quickly and We firmly believe that we’ve community. made a major difference to If you have any queries safely Birmingham city centre over the regarding the proposals laid out in past five years, both in terms of the previous pages, please get in > examining joint procurement opportunities for how the city looks and feels as touch with Retail Birmingham on: well as beginning to challenge our members to save money long-held negative stereotypes of T. 0121 616 2877 > continuing to monitor our area’s footfall and the city. E. [email protected] trading health by revisiting the Economic Study’s principles

36 37 FAQs

WHAT IS A voluntary contributions equating WILL ADDITIONAL FUNDING WHEN WILL BID2 COMMENCE HOW WILL THE BID BID? to 0.3% of each centre’s total BE AVAILABLE? AND HOW LONG WILL IT LAST? BE MANAGED? rateable value. The BID will board A Business Improvement District work in partnership with them to Yes! If the BID is approved for a The Retail BID’s second term will BID2 will be operated by the (BID) is a defined area within ensure that projects and services second term by voting businesses, commence on 1st April 2012 for existing BID Company, Retail which local businesses work complement those undertaken other voluntary contributions have five years, ending on 31st March Birmingham Limited, with a Board members together to invest collectively in on behalf of the occupiers by the been agreed. Resources from 2017. Before the end date, the of Directors accountable to BID additional projects and services, centres’ management. other retailers, property owners BID company may choose to seek levy payers. prioritised by businesses, and Birmingham City Council will a mandate to proceed to a third The Board, led by a private to address problems and increase our resources and allow term via a Renewal Ballot with sector chairperson, will consist of opportunities that affect their WHY SHOULD I PAY Retail Birmingham to continue eligible businesses. 22 Directors comprising a majority 12 Retailers business, staff and clients. The THE BID LEVY? investment in the city centre. of representatives from the retail BID will not replace existing This additional value is only business community and key Council services, and baselines The BID improves, manages available through a successful WON’T THE BID JUST REPLACE stakeholder organisations (see are in place to ensure there is no and promote your commercial Renewal Ballot. EXISTING SERVICES?” diagram to the right). crossover. area. It is based on the principle BID programmes and budgets Multiple stores of a 1% levy applied equally to No! Birmingham City Council will be considered and approved rateable values of all defined WHO ARE THE KEY and West Midlands Police will by the Board. WHY DO WE businesses; it is fair, transparent PARTNERS IN THE BID? continue to provide services The Retail Birmingham Department Stores NEED A BID? and avoids ‘freeloading’. The levy within the city centre. As key Executive Team will be delegated is mandatory and is treated in the The BID is being actively partners and supporters of the by the Board to oversee day to Retail Birmingham is: same way as your Business Rate, supported by key partners, BID, they will endeavour to deliver day operations. Birmingham City Independents > a business led, non-profit becoming a statutory debt. including: these ‘baseline’ services - 100% Centre Partnership will continue organisation working on As we look towards an of your BID levy contributions to support the Retail BID where businesses’ behalf uncertain future, where Public > Birmingham City Council will be invested in additional possible. Leisure/food/ > here to help when the City finances are stretched, Retail > West Midlands Police/Retail projects and services which hospitality Council are cutting back Birmingham can help all its Crime Operation/Citywatch are set out, in advance, in the > drawing funding and resources members prosper in tentative > M arketing Birmingham BID Proposal. These are the to the city centre times. > private landowners and building result of consultations with local > able to deal with local issues …everyone contributes the same managers businesses. and highlight opportunities for percentage of their rateable value > our city centre shopping centres With Public spending 10 your business towards the levy; > Birmingham City Centre seeing considerable cuts, Retail > of importance to the retail Partnership Birmingham is here to help Stakeholders sector, especially in our current …everyone can have a say on ensure that the baseline services ‘age of austerity’ how this money is spent; currently provided are not eroded WHO DECIDES WHETHER to the detriment of the city centre, …everyone benefits from the work RETAIL BIRMINGHAM GOES while also investing in additional DO BUSINESSES WITHIN of the BID. INTO ITS SECOND TERM? projects and services of benefit to Shopping Centre SHOPPING CENTRES PAY THE Your contribution goes our members. Management BID LEVY? towards a much larger budget, You do. Companies within the and we hope that as a business, BID area who pay the BID levy are Transportation Businesses within the shopping you can see the value of the city invited, but not required, to vote centres of Bullring, Mailbox, centre working together for the in the anonymous, independent Pallasades and Pavilions each pay benefit of the area, your business Renewal Ballot process. If the vote Property owners an annual service charge to their environment. is successful, which requires both specific centre. Therefore, the BID a majority in terms of the number does not propose to charge a levy of business ratepayers voting ‘yes’ Birmingham in these centres and occupiers will ISN’T THIS ANOTHER and their proportion of the total City Council be exempt from the BID ballot and TAX ON BUSINESS? rateable value, the BID will go into levy. a second term. West Midlands Consultation has confirmed No! When you pay business rates Police this groups’ support for the BID’s you don’t have a direct say in how objectives and agreement to the money is spent as it goes to City Centre make annual voluntary financial Central Government. Your BID Neighbourhood contributions over the life of levy is passed in its entirety to forum the BID. Funding from the four Retail Birmingham for investment property owners concerned has in key projects and services for been agreed on the basis of your area.

38 39 FAQ

BID2 BUSINESS MIX BID2 LEVY BY SECTOR RETAIL BIRMINGHAM LIMITED

11.6 47 FIVE YEAR FINANCIAL SUMMARY

8.9 INCOME 2007/08 2008/09 2009/10 2010/11 2011/12 TOTAL Levy Income £517,092 £536,728 £561,761 £521,996 £547,408 73 2.6 Additional Income £210,160 £250,540 £564,014 £257,449 £201,152 205 3.1 Surplus carried forward £10,209 £237,138 £116,854 £31,312 63.9 2.1 Annual Total £727,252 £797,477 £1,362,913 £896,299 £779,872 £4,563,813 4 23 7.7 5 EXPENDITURE 2007/08 2008/09 2009/10 2010/11 2011/12 TOTAL Marketing £383,560 £278,448 £587,552 £486,593 £366,000 £2,105,153 64 Street Ops £231,356 £136,239 £459,172 £201,464 £153,500 £1,181,731 Business Support £19,878 £10,588 £78,226 £18,823 £77,900 £205,415 Retail Cafes, Bars & Resturants Leisure Redeveloping /Vacant Management £79,249 £135,064 £121,109 £158,107 £174,337 £667,866 Contingency £8,135 £8,135 Banks & Services Hotels Public Surplus £10,209 £237,138 £116,854 £31,312 £0 Annual Total £727,252 £797,477 £1,362,913 £896,299 £779,872 £4,563,813

BID2 LEVY BANDS AVERAGE Average Annual 11% 17% 9% 18% 22% 15.4% Management Costs £250 & UNDER 112 £251 - 500 108 £501 - £1,000 89 £1,001 - £2,500 72 ££2,501 - £5,001 27 RETAIL BIRMINGHAM LIMITED £5001 - £10,000 8 INDICATIVE BID2 YEAR ONE BUDGET £10,001 & ABOVE 5

INCOME HOW WILL THE BID BE FINANCED? BID Levy £460,000 Centre Contributions £160,000 Principal funding will come from > no relief is proposed for vacant the effective date of removal Voluntary Contributions £20,000 the annual BID levy which will be premises (see note 2) and the annual BID levy will be applied to all business rate payers > the levy will be discounted for apportioned accordingly. Where Total £640,000 in the area. It is proposed that, charitable organisations at the a new assessment is brought as for BID1, the levy is set at a same level as their mandatory into the Rating List, the BID levy flat 1%. This will ensure that all rate relief will apply from the effective date EXPENDITURE businesses contribute the same as shown in the Rating List. The BID Area Budget Priorities amount relative to their rateable The BID levy will be applied to annual levy will be apportioned on value. hereditaments with rateable values a daily basis. The BID levy will be Business Support £50,000 Communication tools, Retail Crime Operation, Safer City Centre Group, of £10,000 and above as assessed increased each year by the annual Footfall network In all cases: in the 2010 Local Non-domestic inflationary factor for Local Marketing & Events £300,000 Continuing to deliver world-class Style Birmingham events and promotional > the levy will be applied to those Rating List as at 1st April 2012. No Non-domestic Rate bills as campaigns for our area, giving local members platofrms to advertise on businesses that significantly subsequent adjustments will be calculated by the Government. Street Operations £140,000 Retail Birmingham Street Wardens and enhancing our streetscene through trade or interface with their made to levy charges during the Where at the time of ballot better furniture, deep cleansing, flowers and lighting customers within the BID area, financial year. Changes in values there is no occupational lease, Central costs £150,000 Staffing costs, audits, accomodation/services, insurance & stationery meaning businesses that do will be reflected in a the liability will fall to the property not rely on visits by members of corresponding change to the levy owner until a new lease is the public for their business are collected from the appropriate confirmed. The property owner exempt properties in the following financial will be entitled to vote in the BID > business premises with rateable year. ballot. values below £10,000 will be Where a property is taken out exempt from the BID levy (see of the Rating List, the BID levy note 1) will apply up to the day before

40 41 FAQ

WHAT IS THE RETAIL BIRMINGHAM BID AREA? BID2 WILL PURSUE OTHER HOW WILL BID2 BE HOW IS THE LEVY POTENTIAL SOURCES OF IMPLEMENTED? COLLECTED? The BID will be focused on the > John Bright Street INCOME: leisure and retail core of the city > Lower Temple Street Ballot Arrangements: The BID levy will be invoiced centre. Changes for the second > Martineau Place > Birmingham City Council is a annually to all liable businesses term are the extension to the West > Martineau Way committed supporter and has > all eligible businesses with a commencing 1st April 2012 for to include The Cube, and to cover > Navigation Street made significant contributions rateable value of £10,000 or five years. The levy will continue retailers in Carrs Lane and the > Needless Alley to BID2. The Council will more will be entitled to vote to be collected free of charge key transport hub of Moor Street > New Street continue to collect the levy if they were listed as a non by Birmingham City Council and Station to the East (refer to map > New Street Station Forecourt while making levy payments domestic ratepayer within the passed in its entirety to the BID on page 5). > North Western Arcade on its own premises. There will proposed BID area on the date Company, under the terms of a > Paradise Circus Queensway also be opportunities for further the notice of ballot is published formal Operating Agreement. > Bennetts Hill (South) (Paradise St.) investment in the area through > in the case of an empty, partly > Brunel Street > the Big City Plan vision refurbished or demolished > Bull Street (West-side) > Piccadilly Arcade > commercial sponsorships and property where no occupational CAN THERE BE ALTERATIONS > Burlington Arcade > Pinfold Street income generation lease exists, the property owner TO BID ARRANGEMENTS? > Cannon Street > St Martins Lane > voluntary contributions from will be liable for the BID levy and > Carrs Lane > St Phillips Place interested stakeholders will be entitled to vote > the BID area and BID levy (other > Cherry Street > Stephenson Place > each ratepayer entitled to vote than inflationary increases) can > City Plaza > Stephenson Street will have one vote in respect of only be altered via an Alteration > (Northeast only) > Suffolk Street Queensway WHO DOES THE FINANCIAL each property (hereditament). Ballot or when a Renewal Ballot > Corporation Street (to Bull St.) (East-side) MONITORING? This means that some is held > Edgbaston Street > Temple Row businesses will have more than > BID projects, costs and > Ethel Street > Temple Street The BID Company will monitor one vote timescales can be altered > Fore Street > Union Passage expenditure and cash flow > for BID2 to proceed, the ballot subject to approval by the Board > Gloucester Street > Union Street monthly and management must secure majority support providing they fall within the > Great Western Arcade > Victoria Square accounts will be formally (over 50%) of those who vote, resources available > High Street > Waterloo Street (South-side) considered by the Board quarterly. (i) by number and (ii) by rateable > Hill Street (to Station St.) Annual accounts will be subject to value independent audit. > the ballot opens on 3rd October 2011 and closes on 10th November 2011 WHAT ARE THE BID2 DEVELOPMENT COSTS?

The resources necessary to develop and promote BID2 have been provided by the existing Retail Birmingham BID, Birmingham City Council and Birmingham City Centre Partnership. The BID would like to thank their partners for their support.

42 43 find out more 0121 616 2877 retailbirmingham.co.uk RETAIL BIRMINGHAM LEVEL 4 UPPER MALL WEST BULLRING BIRMINGHAM B5 4BU

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