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Adding Value to Broadmead

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Adding Value to Broadmead vote YeS adding value to Broadmead a draFt ProPoSaL For tHe reNeWaL oF tHe BROADMEAD BRISTOL BUSINESS IMPROVEMENT DISTRICT (BID) 2013 – 2018 BIDs have transformed Broadmead, blending it with the Any Bristol resident or shopper new £600m Cabot Circus, creating a shopping destination will tell you that Broadmead, of the highest quality and appeal that is now number 12 in before the first BID, was a the national rankings. The Broadmead BIDs have been a huge success, yet tired retail area that compared we recognise that the current national position is very challenging - we need to continue to improve in order to unfavourably with its major succeed. competitors. It languished at BIDs have revitalised Broadmead with new paving, lighting number 30 in the UK shopping and distinctive street furniture. The BID team has worked closely with retailers and the centre rankings. police reducing crime by over 50 per cent. BIDs have funded intelligent marketing campaigns, promoting the total city centre retail experience and attracting new shoppers from a wider catchment. BIDs have also funded fastidious cleaning and maintenance regimes. Now it’s time for our BID to be renewed. It’s time to clarify our achievements – and objectively identify our plans to positively address the issues which affect our retailers. Our BID aims to maximise the appeal and advantages of shopping at the heart of Bristol. It is shaped in response to the current tough trading environment and the impact of the internet on city centre retailing. The BID team will continue to work tirelessly on your behalf – I urge you to vote YeS! Jo HaWkinS BroadmeAD BID mANAger +adding VALUE TOGETHeR + WHAT ouR BidS HAVE deliveRed + WHAT ouR RETAILERS Want in tHe FutuRe + Plan FoR ReneWal oF tHe Bid + let’S NOT LOSe all We’ve aCHieved vote YeS 1 eventS WitH FaMilY aPPeal to attRaCt MoRe CuStoMeRS The Broadmead BID team is Animating the streets with events is rated as very fully committed to listening important (80 per cent). retailers highlighted the importance of events with appeal to a family audience, and taking on board our along with quality musicians and street theatre. retailers’ requirements. adveRtiSing and PuBliC RelationS There has been an outstanding The retailers surveyed provided valuable feedback regarding the use of local media –there was strong response from our retailers, support for public relations, press and radio advertising. who have taken time to SoCial Media complete questionnaires and 80 per cent of our retailers want to see our Facebook and attend focus groups. A selection Twitter channels further developed. dRessing oF vaCant StoReS of the feedback is below: 84 per cent asked for the BID team to turn vacant stores into bright promotional vehicles, which we have done. integRated CitY CentRe Retail FuRtHeR ReduCing Retail CRiMe There was overwhelming endorsement (93 per cent) great progress has already been achieved. retailers want to promote Broadmead, The galleries and Cabot Circus to maintain a strong focus on crime reduction. as one unified customer experience under the newly created brand: Bristol Shopping Quarter vaCant StoReS (www.bristolshoppingquarter.co.uk). retailers want the BID to attract more new tenants into vacant stores. CleanSing and MaintenanCe There was strong support for the need to continue to achieve the highest levels of cleansing and maintenance. CHRiStMaS CaMPaign 82 per cent asked for a first class Christmas programme each year, including german markets, Christmas lights and a high profile switch on event. “ If there wasn’t the BID money that we’ve had in recent years to spend on marketing, cleansing and maintenance, there would be a real danger that the city centre wouldn’t WHAT ouR remain as an integrated area. Broadmead would be left behind.” Colin lang, geneRal ManageR, RETAILERS Want tHe galleRieS in tHe FutuRe vote YeS 2 3 The achievements have included: CHRiStMaS CeleBRATIONS StReet CleanSing and PReSENTATION Less than 10 years ago Bristol’s • German Christmas markets linked to a seasonal • Enhanced cleansing is a key part of the BID. Standards UNLOCking VOLUNTARY ContRiButionS ice skating rink. of cleansing and street presentation are far higher than central shopping area appeared • Over £10m in voluntary contributions have been unlocked • BID funds have provided the best ever Christmas would be possible without the BID. from the property owners and Bristol City Council to be in terminal decline. lights for Broadmead year on year. boosting the BID’s impact. • Special promotions have attracted and MaintenanCe retained shoppers. • Repairs are carried out promptly, paid for by the BID. The area has been transformed tRanSFoRMing tHe StReet SCene Constant high standards have been maintained using • New paving, lighting, street furniture and signage. enteRTAINMent this simple yet effective approach. following the £600 million Cabot • Addressing the areas which need attention, • Programmes of family-focused events have been e.g. vacant stores. Circus development, which has held on the streets in the BID area. RETAILER ENGAGEMent • Seasonal floral enhancement. delighted shoppers. refusing to • Bristol motor Show, drawing new audiences to the • Since the start of the BID we have been in touch and in BID area. tune with our BID levy payers, we understand and meet MaRketing • The garden Life Show, drawing thousands of extra their aspirations and requirements. be left behind, the Broadmead • A ground-breaking high impact advertising, marketing visitors, shoppers and gardening fans. • We have a BID Steering group that represents retailers and promotions campaign throughout the year. retailers backed the BID • St Paul’s Carnival previews in the BID area brought and property owners, overseeing and managing the BID, • Marketing campaigns have included targeting colour, vitality and fun. developing our strategy and marketing plans. proposal in 2005 to transform competitive towns and cities in our region to attract • A stunning 50m observation wheel in the BID area, new customers. creating a fantastic beacon. the existing retail area. This has • BIDs have allowed us to maximise positive editorial • Heart Fm and Breeze radio promotions have combined exposure for Broadmead across a range of media. resulted in one of the UK’s on air promotions with activity and great prizes in the • Press visits are regularly encouraged to Bristol BID area. most successful BIDs. Shopping Quarter, resulting in great features nationally and internationally. CRiMe ReduCtion • Targeting and encouraging more group visitors and • The BID team has worked closely with the police, major travel press titles. driving down crime. WHAT ouR Bid HaS deliveRed 4 5 PuBliC RelationS Our retailers have been clear • A concerted public relations campaign will continue to eight major Bid initiatives and consistent in what they are promote the BID area encouraging regional shoppers responding to strong retailer to look again at the quality, depth and variety of our looking for from the BID. shopping offer. feedback , we confirm the following priorities for the They want to market and online • We will maintain a strong online presence for Broadmead BID renewal: promote the whole city centre Broadmead with events, activities, competitions and promotions reinforced through the Bristol Shopping retail experience as one unified Quarter website and social media channels. offering ultimately attracting BRiSTOL SHoPPing QuaRteR Clean, Well-Maintained StReetS utilitieS CoStS Invest in marketing the whole city centre There was universal agreement that more customers. • We will provide a free of charge service to help optimise retail experience as one unified offering Broadmead’s streets must match retailers’ telephone and utilities bills. Specialist combining the BID area seamlessly with Cabot Circus in terms of presentation. In response, we commit to consultancy, BCr Associates, will work with retailers to Cabot Circus and The galleries. enhanced street cleaning is still a provide very significant savings, which in some cases will priority for our BID renewal. continuing to use BID funds pay for the whole of the BID levy. 1 2 to achieve this aim. CleanSing and MaintenanCe • The driving force behind our BIDs is our commitment to Broadmead’s future marketing activity will be overseen maintaining a seamless experience across Cabot Circus, by the BID marketing group, comprising a selection of Broadmead and The galleries. FaMilY oRIENTATED eventS addReSSing VACant STOReS BID retailers. • Continuing to take a strategic approach to cleansing We have listened to our retailers – they call We must continue to dress vacant stores. for attractive events that appeal to a family CHRiStMaS CaMPaignS and maintenance is critical in achieving this objective – audience, enlivening the streets with fun • We will build on the great BID-backed Christmas with one high quality standard throughout. and entertainment. celebrations provided in recent years. enhanced • Our approach to cleansing comprises constantly auditing Christmas lights will continue to be a feature of the BID environmental standards. This includes: area, as will high quality german Christmas markets. – Hourly sweeping of litter including cigarette ends – Washing of streets and street furniture 3 4 eventS PRogRaMMe – Prompt removal of tagging and graffiti • We will develop a calendar of year round events that will – removing of chewing gum – Prompt and efficient trade waste disposal. bring alive the streets. SoCial Media MeaSuRing SuCCeSS • We will commission events that attract families, In response to retailers’ demands, we are We will develop key performance indicators PaStoRal CaRe featuring entertainers, street theatre companies, quality putting new impetus into social media. to evaluate the success of our marketing • A YeS vote will also allow the Broadmead BID team musicians, stilt walkers, jugglers and fire-eaters and We will employ a specialist to take further promotions and events strategy. to continue to support the highly successful retail many more. develop our digital marketing plans using chaplain, Andy Sewell, who offers support for our the full range of current channels to attract retailers and shoppers.
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