BID LEAMINGTON 2018-2019 ANNUAL REPORT CREATE
INNOVATE
COLLABORATE ANNUAL REPORT 2018/2019
BID LEAMINGTON CHAMPIONING OUR TOWN CENTRE A Business Improvement District (BID) is a business-led and BID LEAMINGTON controlled partnership in a given area such as a town centre. It Supporting Royal Leamington Spa delivers an agreed set of services and projects to enhance the commercial wellbeing of the area, which are beyond the statutory responsibilities of the local authority and other public agencies. These are agreed, and formally voted for, by all businesses. A BID typically lasts for five years and is regulated by legislation contained in the Local Government Act 2003 and the Business CONTENTS Improvement District (England) Regulations 2004. There are now over 300 BIDs established in the UK, representing over 100,000 businesses and locally, there are also BIDs in FOREWORD Stratford, Rugby, Banbury and Coventry City Centre. BIDs have become a fundamental part of the wider place- making landscape. Collectively they are working to represent business interests locally and nationally and are now regarded as a powerful influencer of change, also levering in substantial A YEAR IN REVIEW additional income, developing partnerships and meeting local challenges with a focused and committed delivery body. Local businesses voted to establish BID Leamington in March 2008 for a five-year term. In March 2013 and again in 2018 MARKETING, businesses voted to renew the BID for a further five-year term. PROMOTING & EVENTS BID Leamington is a non-profit organisation whose duty it is to ensure Royal Leamington Spa is attractive to visitors, customers and investors alike. Representing around 400 businesses in the town centre, BID activities are set out in a Business Plan and ENHANCING & SUPPORTING guided by the BID Board which is made up of local business owners and managers. The implications of this are that all retail businesses and properties within the BID boundary that have a rateable value (RV) in excess of £15,000 (as defined by the 2017 NNDR listing) pay a levy INFLUENCING & INSPIRING equivalent to 1.6% of the RV of their property. This is collected annually by Warwick District Council on behalf of BID Leamington Ltd in July each year. Businesses that have a RV less than £15,000 and are located within the Local Plan town centre boundary can join the BID FINANCES scheme as a voluntary member. The levy is calculated the same way with a minimum contribution of £100 per year.
THE YEAR AHEAD
ESSENTIAL CONTACTS
THE BID BOUNDARY
2 WELCOME FOREWORD
proposing proactive, innovative ideas to Looking forward, we know that Leamington manage the impact. Though this has not town centre is not immune to the wider yet come to a conclusion we continue to economic uncertainty and we will be work towards a collaborative solution that doubling our efforts to ensure the town takes account of business needs. centre remains resilient to such challenges. As set out within, there was significant This includes continued efforts to attract activity in digital marketing and visitors as well as supporting strategic support as we saw growth across all partnerships with estate agents and our platforms. This was the first year relevant authorities to respond to vacant units and attract new investment. As we bring another busy year to a close having a dedicated ‘digital ambassador’ it is my pleasure to share our 2018-2019 and it has been great to see how many We will also remain committed to being Annual Report. As highlighted within, the businesses engage with us online. responsive and supportive on the ground. impact and influence of BID Leamington We also enjoyed supporting many With this in mind we welcome interaction in the town centre is significant. businesses who took up our offer of and feedback from our members to help training and support. us shape our activities. This might be Building on the strong mandate provided This activity was delivered alongside through participation on the BID Board of by the renewal ballot in March 2018 (85% Directors or via direct feedback. Through by rateable value and 79% by number), extensive local and regional marketing as well as events and event support. The understanding what is important to our the work of the BID continues to impact members, we can ensure we manage the many areas of life in the town centre and ‘Summer of Fun’ season has grown significantly and there are many voluntary town’s challenges, create vibrancy and ensures that business interests remain at commercial success. the heart of decision-making. groups delivering local events such as Cars at the Spa, Art in the Park and the It is evident that businesses that get Focusing on the four priority areas set Brazilian Festival. Whilst these events involved, get more out of our activities, out in the BID Business Plan, Promoting, drive footfall and add to the positive so please do make contact with us. Enhancing, Supporting and Influencing, sense of community, we are conscious to For individual businesses, there are evidence of BID activities can be seen in a ensure our members are involved and will opportunities to take advantage of wide range of areas including: events and continue to facilitate integration. events, promotions and activities, cost marketing, digital promotion and training, savings and training. Where businesses car-parking, town centre development A further area of ongoing development relates to managing the streetscape have a head office, we are happy to work issues, out of town development, crime, together directly. begging and antisocial behaviour, and in environment and addressing issues strategic conversations about how the around begging, crime and anti-social As always, I would like to thank the BID town centre evolves. behaviour. This employs a multi-agency Board of Directors who generously partnership approach and relies on offer their free time to attend our monthly Alongside continuing uncertainty as a reporting from local businesses. In meetings. Finally, I wish to thank the BID result of national political issues, locally the year ahead we will be launching Businesses and partners for your support there has been uncertainty about the ‘Meaningful Change’, an alternative and investment in the town, and I look development of the Covent Garden car giving and education campaign which forward to working with you in the future. park (468 space). Throughout this period aims to bring information and activity BID Leamington rose to the challenge of Stephanie Kerr under one umbrella to target specific BID Executive Director – June 2019 representing the business community and local issues.
MESSAGE FROM THE CHAIR “We know Leamington is not immune to the uncertainty facing our high streets and wider economy, and it is during these times that we “BID Leamington is the only need our BID more than ever. organisation in town with two Working with the BID Board of Directors, the team is listening to the concerns of large and passionate staff who are focused small businesses and implementing innovative, solely on supporting us. collaborative solutions to ensure Leamington I remain convinced that we need remains attractive and vibrant. This includes campaigning on parking, delivering events, their experience, knowledge and promoting the town near and far to customers, and looking for collective cost savings for members. They are also working hard to ensure businesses passion more than ever! ” are represented in the face of local development that will shape the future of the town centre. Looking forward, we welcome your feedback and ideas to Chair - BID SarahLeamington Horne support this work, so please do get involved to ensure you gain maximum Owner, Sarah Horne Flowers value for your business.”
3 A YEAR IN REVIEW
OUR HIGHLIGHTS: JULY 2018 - JUNE 2019 Coming to the year end, it is worth reflecting on what we have achieved and to remind ourselves about some services on offer to you. Our key highlights of this year are set out in the following pages and for more information please contact us or visit the BID Leamington website. SEPTEMBER The Leamington Food & Drink Festival attracted around 25,000 people. Around 50 BID businesses took up the offer JULY AUGUST of a free stall and local eateries and Throughout the summer BID promotes Art in the Park Festival is now in its performers are showcased at this all aspects of the town’s offer across a sixth year and BID Leamington is a much-loved local event. Leamington’s wide range of platforms to drive footfall. proud supporter. Now supported with evening economy is promoted through
2018 250 Floral Baskets also brighten up the Arts Council funding, last year an advertising at neighbouring towns’ bus town centre! estimated 40,000 people attended and and train stations. with over 150 exhibitors, it highlights the creative community.
Join in our #loveleam challenge! attendance at Love is all around... FIND OUT WHAT’S HAPPENING Fall in Love with Leam all over & try something new again with loads of activities for TREAT YOURSELF families, friends and romantics make someone smile today Food & Drink of all ages! Visit the butcher, baker, grocer and café! Relax with dinner and a movie 16 – 24 Feb: Tell us why you STROLL AROUND THE TOWN CENTRE #LoveLeam on Facebook for & explore Festival BREATHE IN BEAUTIFUL GREEN SPACES your chance to win some fab SHARE YOUR FAVOURITE PLACE
prizes! shout out why you 25k+ 16 Feb: Pick up a Goody-Bag in Royal Priors Shopping Centre TWEET, TWEET, TWEET ~ - packed with giveaways and & #loveleam www.royal-leamington-spa.co.ukhave a fantastic year! offers from local retailers What’s FOR OLD ROMANTICS... On...... & YOUNG DUDES 10TH FEBRUARY 10TH FEBRUARY The Austerity Games at Temperance Giddy Goat at The Spa Centre 14TH FEBRUARY 12TH FEBRUARY Valentines Comedy Club Wriggle Dance at Leamington Library Through the Fridge Door at Apehangers 17TH - 20TH FEBRUARY 15TH FEBRUARY Brainiac Live Detective Academy Women in Wikipedia at The Assembly at Leamington Art Gallery & Museum www.royal-leamington-spa.co.uk
J000254 BID Love Leam Observer half page Feb 2019 v1.indd 1 05/02/2019 16:28
Facebook “f” Logo CMYK / .ai Facebook “f” Logo CMYK / .ai 681% increase in video views on Facebook
JANUARY FEBRUARY MARCH Working in partnership with the The Love Leamington month which Targeted Mother’s Day and Chamber of Trade, BID continued launches on February 14th is always International Women’s Day videos to represent business interests on popular. The ‘tell us why you love featuring local business owners was
2019 the car park displacement strategy Leam’ competition was backed up delivered alongside fun competitions. for the Covent Garden Car Park by extensive digital promotion Businesses enjoyed the BID meeting development and other planning highlighting businesses on our which was hosted by Valles at 44 applications. This work is ongoing. Facebook, Twitter and Instagram and focused on how we can accounts. support each other.
4 A YEAR IN REVIEW ANNUAL REPORT 2018/2019
DECEMBER Find Your Christmas Spa’kle! Leamington comes alive at this time of year and BID Leamington is behind the magic. Our Christmas Angels offered around 200 hours of ambassador
NOVEMBER support to local visitors and 84 This year the beautiful Lantern Parade businesses joined in the Spa*kle App wound its way around Jephson Xmas Competition. This was supported Gardens before ending at the Town Hall. OCTOBER by our Living Advent Calendar Once again workshops in the town The popular Halloween Pumpkin Path of performances and extensive centre attracted over 1000 families returned this year and was supported promotion across all channels. by 30 businesses (+ 50%) who and around 3000 people experienced donated over £500 worth of prizes. the event on 2nd December. Entries were received from 132 families who came into town to participate in the trail.
15,000 ‘Little Book of Offers’ distributed (throughout the year)
APRIL MAY JUNE The Great Easter Egg Hunt with three Working with a range of local partners, The 2019 ‘Summer of Fun’ programme trails winding through the town and 66 BID Leamington has played a lead role returns with even more volunteer led events. businesses participating. 5,000 copies in developing the ‘Meaningful Change’ This partnership approach to supporting of the Little Book of Offers with 70 campaign aimed at supporting work events results in many more activities in town offers worth over £3000 inside were to address homelessness, begging, attracting thousands of visitors. Updated also distributed. addiction and other issues in the town. maps and guides were distributed to help This will officially launch in July. visitors find their way around.
5 MARKETING, PROMOTING & EVENTS
A PREMIER REGENCY SHOPPING & LEISURE DESTINATION We strive to harness the strength of the Royal Leamington Spa brand to position and showcase the best of what the town and its businesses offer. By focusing on different sectors and areas of the town, and by using a range of digital and print media, together with events and festivals, we help to ensure the town centre and its businesses thrive. KEY ACHIEVEMENTS ✤ Delivered targeted local and we manage. This includes seven of visitors (each promotion). This regional marketing and PR the town’s most visited websites means we have distributed around campaigns monthly across a and six different social media 280,000 flyers this year. range of media (trainlines, coach platforms. ✤ Leamington on Air! - Touch Radio & operators, radio, print, digital, social ✤ Attracted an estimated 25,000 Free Radio advertising campaigns media) from London to Birmingham visitors to the spectacular Food in February, March, July, August, and beyond. and Drink Festival and raised over November and December, as well ✤ Achieved extensive direct business £30,000 additional revenue to as numerous interviews. engagement and hundreds of support the event. ✤ Distributed over 80,000 Maps and mentions in advertising media and ✤ Our magical Christmas campaign Visitor Guides including the ‘Taste via promotions, trails, competitions included a number of new events Leamington’ Visitor Guide listing and giveaways. Examples included and promotions such as the all our eateries in the Town Centre. our Love Leam Video (40,000 ‘Spa’kle App competition (featuring These are distributed via local Visitor views / 70,000 reach), International over 80 businesses), the Christmas Information Centres, hotels and Woman’s Day promotion (7000 Video (13K views +), the Living B&B’s throughout the region. views / 25,000 reach), Mother’s Advent Calendar. Day (18,000 reach / 80 entries), ✤ Welcomed new students with Love Easter Trail and more. ✤ The popular ‘Leamington Angel’ Leam goodie bags and distributed high street ambassadors returned 3,000 informative flyers. ✤ Over 5,000 posts have been made and engaged with hundreds of on social media this year, with customers over the Christmas over 400 businesses specifically trading period. mentioned. There is an average Received on our Facebook site: of 13 posts per day across our ✤ Around 3000 people attended Royal Leamington Spa Town Centre various targeted accounts. the Christmas Lantern Parade. Around 100 presents were donated “I love Leam because there is ✤ Achieved increased organic social to Children’s Support and Helping media growth including a 32.4% Hands. everything I need within walking increase in Facebook likes (7,592 likes) a 6% increase in Twitter ✤ Across two issues, 140 multiple distance to my place: nice food, followers (12,661 followers) and and independent retailers involved great independants, lovely baby shops, 144% increase in Instagram in the Summer 2018 & Spring 2019 followers across two pages (1740 + Little Book of Offers. 15,000 books etc... it is great! ” 889 followers) in the last 12 months. printed. ✤ Achieved a significantannual ✤ In each of the four goodie bag increase in engagement and promotions, around 35 businesses reach across all the digital platforms gave us flyers to distribute to 500
5,000+ Radio 40,000+ posts made on advertising views of Love social media reach across Leam video on the Midlands social media
6 ANNUAL REPORT 2018/2019
Received on our Facebook site: Royal Leamington Spa Town Centre
“Welcoming people, beautiful town, independent businesses and a great community feel. Moved here three years ago and already feel like I’m born and bred in Leamington.”
Received on our Facebook site: Royal Leamington Spa Town Centre
“I love Leam because there is everything I need within walking distance to my place: nice food, great independants, lovely baby shops, etc... it is great! ”
7 OUR PROMOTIONAL ACTIVITIES
BID Leamington delivers a range of customer-focused campaigns to promote the town and its offering. Our campaigns are devised with the BID Board to attract, increase and retain the number of visitors to Royal Leamington Spa and to increase dwell time and spend. Where possible we focus on different retail sectors throughout the year. Below is a summary of BID Leamington’s promotional activities this year. It is not an exhaustive list, but please do not hesitate to contact us if you require further information.
Town Centre Marketing Royal Leamington Spa Website Refreshed website. Now average 55,000 page visits per month. Food & Drink Festival Website 19,500 unique visits in the 3 months leading up to the event. Taste Leamington Website Lists over 100 eating / drinking businesses in the Town Centre. 3,800 unique visits to date. RLS Tear-off Maps & Guides 100,000 copies distributed locally. RLS Taste Leamington Mini Guide 5000 copies distributed locally. Annual Local & Regional Advertising & Monthly campaigns focused on different sectors / events / holidays. Editorial in Papers and Magazines Please see www.bidleamington.com for examples. Annual Transport Advertising London Midland trains on-board poster sites. London Marylebone throughout August. On- platform advertising where feasible, plus local and regional bus stations, bus backs and specialist UK coach publications. Annual Billboard Advertising Coventry, Bicester, Birmingham Annual Radio Advertising Campaigns Touch Radio – Sponsored messages at key times of the year and competitions to drive website / social media visits. Christmas Advertising A focused campaign in November and December across a range of media including PR and advertising in local and regional papers, train line, radio and outdoor media. PR Support Targeted PR at specific times of the year. Digital & Social Media (Instagram, You Average of 13 posts on behalf of businesses per day across all accounts. Monthly competitions Tube, Facebook, Twitter, Pinterest) around events to drive activity. A dedicated digital ambassador supporting business engagement. Promotions The Little Book of Offers 15,000 copies (split into 2 issues per year) 140 business offers. Over £3000 of savings offered in each book. Leamington Spa’kle App 84 businesses took part in this App-based Christmas competition that involved collecting digital stars. Development of this is ongoing. Love Leamington Month – February: Launched the #LoveLeam campaign with 500 bags, promoted local business events, Love - #LoveLeam Digital - Video Leam video was viewed 40,000 times and involved 20 retailers. - ‘Tell us why’ competition Love Leam, Small Business Saturday, 2000 Branded Cotton Shoppers each filled with flyers from around 140 businesses, distributed Ladies Day, Christmas, & Food Festival throughout town = 280,000 flyers! Bags Events & Event Advertising Leamington Food & Drink Festival 25,000 visitors over 2 days, £30,000 additional revenue. 8th & 9th September 2018 Return of the successful ‘Home Cook of the Year’ competition. Over 150 exhibitors, Live Kitchen, Kids Cookery School. There is a free stall for every levy paying business. Leamington Dining Guide 2018 3000 guides distributed at the Food & Drink Festival. The Great Easter Egg Hunt 66 businesses took part and there were 150 entries from local families. Leamington Pumpkin Path: A ‘trick or treat’ trail around 30 businesses over 4 days. Over 132 families participated. 27th - 31st October 2018 Supporting Other Events Supported the delivery and enabled increased local business participation in free public - Art in the Park events organised by local partners in the town centre. - Peace Festival - Leamington Carnival The Leamington Lantern Parade: 2000 Lanterns, over 3000 participants in the Parade, Excellent PR and charity appeal. Sunday 2nd December 2018
Note: Events now generate an income in excess of £30,000 per year through stall sales and sponsorship. 8 OUR PROMOTIONAL ACTIVITIES ANNUAL REPORT 2018/2019
ENGAGING WITH OUR DIGITAL MEDIA! Now that the digital high street is well established, we have Enhanced Social Media & Digital Marketing: been directly supporting businesses to amplify their reach and ✤ On average there were over 55,000 page visits impact and in doing so, developed the reach of the whole town. to www.royal-leamington-spa.co.uk. BID Leamington manages six websites for various audiences That’s 47,000 unique visitors! and six social media platforms with more than 21,000 likes ✤ Our Twitter followers increased by 6% to 12,661. / followers combined. These have been developed to help promote the town and your businesses. We have also secured ✤ Facebook had a YOY increase of 32.4% local town centre WIFI. to 7,592 likes. ✤ Instagram had a 144% increase In the past year we posted details of over 5000 events and to 1746 followers. promotions on behalf of more than 500 individual businesses.
144% 6% 32.4% increase in increase in increase in our Instagram our Twitter Facebook likes followers followers
ARE YOU MAKING THE MOST OF OUR DIGITAL OFFER? Below is a summary of our digital offer. Join, follow, like and email us content to post on your behalf. We are happy to post content from local managers or head office! Key things to remember are: A Few Insights into Making Strong ✤ Join our Leamington Retailers Closed Facebook Social Media Content: Group to stay up to date. ✤ Post daily on your social media platforms ✤ Is your RLS website page current? Email us images, ✤ Create engaging content with video and live streaming brands, news and offers. Please include up to 4 landscape images for the slider (pixel area 562w x 221h, ✤ Use hashtags in all of your posts resolution 72 dpi). ✤ Repeat key messages on different days and times ✤ Tell us about your Events and Promotions! ✤ Create monthly competitions (Instagram) ✤ Advertise your Special Offers... ✤ Get noticed more with visual content and ✤ Get in the News! Let us know about anything exciting minimal wording (e.g. collages) happening in your business and appear on our ✤ Liven up your online presence by using homepage, where the majority of our 47,000 visitors animated GIFs on key calendar dates! land each month!
I #LoveLeam as the town is beautiful and I feel so relaxed strolling and looking at things around me
I #LoveLeam because it’s pretty and charming and I always feel like I could meet Mr Darcy coming round the corner!
I love the memories I have of going swimming at the pump rooms and walking through the lovely parks with my family, it’s changed so much over the years but I still love going to the parks making new memories with my grandson
I #LoveLeam because I was born and raised here. The town centre has a vast amount of shops so you don't really need to go out of town and Leamington has a good variety of coffee shops, cafes, restaurants and bars. All above being a stone throw away from the countryside.
9 ENHANCING
A BEAUTIFUL, WELCOMING & MANAGED TOWN CENTRE First impressions count. BID Leamington ensures visitors receive a welcome that is worthy of our town’s Royal status by investing in attractive enhancements, providing information and ensuring the town centre continues to be clean, green, safe, vibrant and actively managed. HIGHLIGHTS ✤ Partnered with ‘Leamington in Bloom’ and the ✤ Working in partnership Royal Leamington Spa Town Council to support the with local charities Leamington in Bloom competition. and Warwickshire Police, we actively ✤ Once again wowed approximately 10,000 visitors to monitor antisocial the town’s Christmas Lights switch-on with the jointly behaviour, crime funded Christmas lights. and begging. We ✤ Uniformed Town Centre Ambassadors were deployed are in the process in Leamington Spa during key events including the Food of launching a new & Drink Festival, Christmas and the ‘Love Leam’ month collaborative campaign in February. to help address some of these issues called ✤ Provided support to local stakeholders such as the ‘Meaningful Change’. Leamington History Group, Shop Mobility Scheme, Tourist Information and other groups who provide tours ✤ Provided 250 beautiful floral and visitor services. baskets throughout the town. ✤ Active member of the Warwickshire Retail Crime ✤ Continued to provide over Initiative and Retail Radio Scheme and Safer 100,000 maps and guides Neighbourhood Forum. Regularly monitored crime and to visitors to the town centre, reported activity on behalf of BID members. as well as town centre WIFI, parking information and other helpful advice. Find your Perfect Place to Park in...
Welcome to PARK & STRIDE SUPPORTING THE Park for FREE from the Council Offices car park at Riverside House, Milverton Hill, Leamington, CV32 5HZ. Then Stride just 10 minutes into the town centre with extra cash to spend! Open Saturday & Sunday 8am-6pm, now until 23rd December. BUSINESS COMMUNITY See over for more parking options! You can also extend yourRingGo stay parking up to theis now max available time while in ouryou’re car out parks. and about! Please Note: ThereDownload is a surcharge the app and of 15p use to your use cardRingGo. to pay. For SMS alerts, there is a an additional optional charge of 20p* per text message. *You can control SMS options by using ‘notifications’ in your RingGo app. AN ENGAGED & SUPPORTED J000243 BID Park & Stride postcard.indd 1
BUSINESS COMMUNITY 07/12/2018 18:07 Local businesses face a complex range of challenges, so knowledge and partnership working is key to help them flourish and to ensure the town centre thrives. New and growing businesses have unique needs while others require support in areas such as HR, recruitment, marketing, planning, cost-savings, waste management and more. We continue to supply expertise and partnerships to ensure a wide range of support is available. ✤ Offered the services of a ‘digital support ambassador’ to ✤ We welcomed around 60 businesses to BID Business deliver strategic 1:1 digital support and training to local Meetings in October 2018 and March 2019. These businesses. Please get in touch if you would like to book meetings aim to connect the local business community, a session! highlight opportunities to get involved, swap ideas and find out about local issues. ✤ Provided bespoke support on issues such as business rates, planning and digital support to large and small ✤ Partnered with the Leamington Business Forum, businesses, and offered new businesses our ‘Business Chamber of Trade, Chamber of Commerce Launch Pack’ (available to anyone) which includes and LEP Growth Hub to identify key business and media contacts, marketing tips, opportunities to showcase the demographic information and launch event ideas and talent of local businesses. key contacts to invite. BUSINESS TOOLBOX www.bidleamington.com/ 10 supporting/business-toolbox INFLUENCING & INSPIRING
A THRIVING CENTRE OF COMMERCE & CREATIVITY After 11 years, BID Leamington is firmly established as the voice of business and a key influencer. In the face of significant change, we monitor the town’s health, guide and champion the right kind of investment, defend the town centre and its businesses, work to mitigate issues and ensure business interests are given full consideration both locally, regionally and nationally. Calls for council to put ✤ An active founding member of appeal hearing. This work is the BID Foundation. Represented ongoing. back HQ plan by a year BIDs on the BID Foundation ✤ Actively engaged with the District EnsuringOpen Public Leamington Meeting - June 2018 Thrives Council and presented at various AN OPEN PUBLIC Council and County Council YOUR INVITATION TO: meetings and conferences. MEETING ABOUT THE COVENT GARDEN to ensure town centre car CAR PARK REDEVELOPMENT
Organised by BID Leamington and the Chamber of Trade on behalf of Leamington’s business community. To enable greater engagement, we are hosting a meeting ✤ An active founding member of the parking prices did not increase. 6PM, TUESDAY 19TH JUNE AT THE STUDIO, ROYAL SPA CENTRE - ALL WELCOME for the town’s businesses, their employees, customers and local residents to learn more about this development. Join us and have your questions answered by key local Warwickshire Towns Network. Continued to push for innovation authority representatives.th June When: Tuesday 19 Time: 6pm for a 6.30pm start in this area and work continues. Where: The Studio, Royal Spa Centre, Newbold ✤ Represented businesses on the Terrace, Leamington Spa, CV32 4HN HAVE You are invited to a Q&A with a panel from Warwick District ✤ Council and Warwickshire County Council including: SME sub-group of the Coventry Contributed to a strategic group YOUR SAY!* Feelings• Bill Hunt - WDCrun Dept Chief Executive high at • Rob Hoof - WDC Head of Neighbourhood Services • Duncan Elliott - WDC Relocation Project Manager COVENT • Warwickshire County Council Officer & Warwickshire Local Enterprise to address issues around vacant GARDEN CAR PARKHQ public meeting Partnership (LEP) and led on the units in partnership with Invest Please RSVP on 01926 470 634 or [email protected]/06/2018 13:02 *If you can’t attend or would prefer us to pose proposal to have retail sector Warwickshire. your question, don’t miss out - please email us! BID Open Meeting Covent Garden Invite June 2018 v2.indd 1 representation at LEP Board level. ✤ Provided town planning / shop ✤ Monitored town centre health signage information and advice using footfall, parking and vacancy and inputted into the Town rate data. The town centre is Centre Vision and Leamington performing better than other Neighbourhood Plan. West Midlands locations and the ✤ Worked in partnerships and we vacancy rate is consistently below are very grateful for the support the national average. of many town centre stakeholders ✤ Continue to represent business to aid project delivery. This Find your Perfect interests in respect to managing included: The Chamber of Trade, Place to Park in... the impact of proposed new Federation of Small Businesses,
Welcome to PARK & STRIDE SUPPORTING THE Park for FREE from the Council Offices development in the town centre, Warwickshire Police, The Shop car park at Riverside House, Milverton Hill, Leamington, CV32 5HZ. Then Stride just 10 minutes into the town centre with extra cash to spend! in particular the 600 space Covent Mobility Scheme, Leamington in Open Saturday & Sunday 8am-6pm, now until 23rd December. BUSINESS COMMUNITY See over for more parking options! Garden Carpark redevelopment and Bloom, The Leamington History The BID Foundation You can also extend yourRingGo stay parking up to theis now max available time while in ouryou’re car out parks. and about! Please Note: ThereDownload is a surcharge the app and of 15p use to your use cardRingGo. to pay. For SMS Council meeting alerts, there is a an additional optional charge of 20p* per text message. the Old Town Cultural Quarter. Group, The Leamington Society, *You can control SMS options by using ‘notifications’ in your RingGo app. J000243 BID Park & Stride postcard.indd 1 ✤ Member of the Pump Room Friends of the Pump Room Gardens restoration steering group. Gardens, The Leamington Spa 07/12/2018 18:07 This has now seen over £1.4 million Town Council, the Coventry pounds of investment. & Warwickshire Partnership, Warwickshire College Group, ✤ Worked to defend the town against Myton Hospice and others. Member of the Pump Room Gardens further unrestricted A1 out of town restoration steering group retail development. This included making representation at Council Planning Meetings and to the Planning Inspectorate during an
“BID Leamington continues to work closely with a multitude of stakeholder groups to ensure that Leamington’s town centre businesses are represented with one clear, strong voice. I fundamentally believe that this partnership approach has
strengthened our town centre in these challenging times.” Julie McGarrigle, Chair, Royal Leamington Spa Chamber of Trade Business Development Director, Alsters Kelley Solicitors 11 FINANCIAL REPORT
A stringent approach is adopted when managing finances to ensure efficient and transparent investment with measurable return on investment. SUMMARY ✤ In 2018/19, the total budget amount of levy collected commercialisation of space and we ran a surplus on increased slightly due to changes to the rateable value of delivering some events also. some businesses. ✤ This year BID accounting software was upgraded to meet ✤ There are 349 hereditaments in the BID area. The Levy new HMRC reporting requirements. applies to all businesses with a rateable value of £15,000 or ✤ We go into the 2nd year of the 3rd BID term with a healthy above, including those that are vacant where the Levy is paid operating surplus which includes operating and events by the landlord. contingency. Remaining funds, that are not set aside as ✤ This year we had 20 voluntary BID members. These are contingency will be apportioned to the delivery budget for the businesses located within the town centre boundary as remainder of this year and into the next financial year. defined by the Local Plan. ✤ Going forwards budget is now in place to develop and deliver ✤ We continue to run a conservative budget to ensure we have new events and promotions across the retail and evening some contingency to cover any additional demands on BID economy sectors as well as delivering a robust response expenditure as a result of the extensive development planned to addressing challenges related to the development and in the town centre. changes impacting the town centre. ✤ In line with the previous year we have also been successful ✤ BID income and expenditure is reviewed by the BID Board of in raising additional income from events through the Directors at Board meetings approximately every six weeks.
ANALYSIS OF BID INCOME: (£ Excl. VAT) Budget Actual Variance %Variance Total BID Levy Payer Income 303,310 BID Levy Payers Income Collected 2018-2019* 300,310 298,473 -1,837 -1% Voluntary Income - BID Membership 2,000 3,266 1,266 63% Additional Income - WDC, WCC, Other Contributions 2,510 2,520 10 0% Additional Income - Events & Sponsorship 25,200 34,079 8,879 35% Subtotal 29,710 39,864 10,154 34% TOTAL Income 330,020 338,337 8,317 3%
ANALYSIS OF BID EXPENDITURE (£ Ex VAT) Budget Actual Variance % Variance Marketing, Promotions & Events 159,000 162,978 3,978 3% Enhancing the Experience inc Lights**, Baskets, Way Finding, WIFI 62,500 64,079 1,579 3% Supporting Business 21,500 17,723 -3,777 -18% Influencing and Inspiring 15,800 21,130 5,330 34% Management & Operational Costs 44,800 46,999 2,199 5% Levy Collection (rate is lower than industry standard) 8,500 8,500 0 0% Contingency 5% (as per industry guidance) 16,501 16,917 416 3% TOTAL Expenditure 328,601 338,326 9725 3% SURPLUS 1,419 11 Additional committed town centre income to support 43,570 44,312 ‘Enhancing the Experience’ as per the Baseline Agreement TOTAL Expenditure including additional income 373,590 382,649
*Notes ✤ In accordance with industry guidance, a contingency ✤ Management costs within the budget cover two full- ✤ **Christmas Lights expenditure is supplemented by provision on expenditure of 5% has been applied time-equivalent posts. Given that the majority of BID income from Warwick District Council and the Royal throughout the budget and a collection rate of 98% projects are delivered in-house 70% of the Director Leamington Spa Town Council, as per the service has been applied based on historic performance. budget and 80% of the Project Management budget level agreement. The contribution by the respective ✤ Operating costs of the BID are 14% of total has been proportioned into the delivery budget. This parties is as follows: BID Leamington £20,000, expenditure. This includes premises and rent, is split according to time spent as follows: Promote Town Council £20,000 and Warwick District Council professional and legal fees, BID levy collection fees, 50%, Enhance 20%, Support 20%, Influence 10%. £30,000. and management costs. Collection costs equate to The remaining is accounted for within management ✤ Actual figures are unaudited and correct at the time of £24 per unit, which is well below acceptable industry and equates to 21% of total HR costs. going to print. Full audited accounts will be available criteria (£35/unit). at the end of the year.
12 ANNUAL REPORT 2018/2019
FINANCE HIGHLIGHTS ✤ The annual levy available to be spent by BID Leamington for ✤ In addition, £44,312 was directly invested into town centre the 2018/2019 year was £298,473 enhancements (e.g. the Christmas Lights) by project partners ✤ An additional £34,079 in revenue was raised from the private in line with the BID Leamington Baseline agreement. sector through contributions to BID projects, events and ✤ Including the public and private sector, and additional sponsorship. This is slightly less than the previous year as income invested into the town centre, a total of 25% of the Food Festival was scaled down due to site works. revenue was raised in addition to the BID Levy. This equates ✤ A further £3,266 was raised from businesses who are to a total of £84,176 in additional revenue, to invest back into voluntary BID members. the town centre. ✤ This year £2,520 was contributed from the District, County ✤ Operational and management costs were 14% of total and Town Councils towards BID Projects. expenditure.
ANALYSIS OF BID PROMOTING, MARKETING & EVENTS 48% EXPENDITURE 2018/19 2.5% ENHANCING THE RLS EXPERIENCE 19% SUPPORTING BUSINESS 5% 14% 5% INFLUENCING & INSPIRING 6.5% MANAGEMENT & OPERATIONAL COSTS 14% LEVY COLLECTION 2.5% 6.5% CONTINGENCY 5% 5% 48% 19%
BID EXPENDITURE BY PROJECT 2018/19 PROMOTING, MARKETING & EVENTS 3% MARKETING & PROMOTIONS 41% 3% EVENTS 21% 2% 4.5% 41% ENHANCING THE RLS EXPERIENCE HANGING FLORAL BASKETS 8% CHRISTMAS LIGHTS 12% 12% THE WELCOME 2% TOWN CENTRE WIFI 2% 3.5% SUPPORTING BUSINESS 8% 2% CONNECTING & REPORTING 3% TRAINING & BUSINESS SUPPORT 3.5% 21% INFLUENCING & INSPIRING FOOTFALL & MONITORING 4.5% REPRESENTING & INFLUENCING 3%
13 THE YEAR AHEAD 2019 - 2020
This report draws to an end the first year of BID Leamington’s With the guidance of the BID Board of Directors, we third 5-year term (2018-2023). will continue to invest the income from the BID Levy in Royal Leamington Spa is a beautiful, distinct and vibrant accordance with the Business Plan and endeavour to town however, it is not immune to the challenges facing high raise additional income to support this. We recognise the streets around the UK. Going forward, it is imperative to tap particularly challenging economic environment and are into the creativity and passion that our local businesses and committed to ensuring value for money and demonstrating residents have for the town and to collaborate with local return on investment through financial and tangible results. organisations to ensure the town thrives. Feedback is very important to us and we are grateful to get We have some challenging projects and exciting activities your feedback to help us plan for the future. We also welcome planned that range from supporting strategic investment, businesses who wish to help steer the direction of our work business cost savings and support, to events and promotions on the BID Board of Directors. that attract visitors and more. We are also looking forward to Some of our planned projects are summarised below under fostering a collaborative environment between our members the four key project areas in our business plan. and helping them to make links and gain support from others.
MARKETING, PROMOTIONS, EVENTS A premier regency shopping & leisure destination
✤ Deliver £160,000 of focused annual ✤ Develop the digital offer and ✤ Support new and existing marketing, promotions, events and customer experience with the use events such as the Brazilian website / digital management. This of video media and App based Festival, Cars at the Spa, includes the refresh of the town technology such as digital trails, Peace Festival and others centre website that attracts around to encourage visits to and around that help to raise
47,000 unique visitors per month the town. awareness and FREEFabulous ENJOY A SUM EVENTS and showcases all of our members. attract visitors to MER OF FUN! ✤ Develop further creative and the town. This will What’s On... ✤ Continue to offer digital promotion sector-based promotions to 8TH JUNE THE BIG VICTORIAN
include fostering PICNIC services to our extensive raise awareness of your offer e.g. 9TH JUNE BRAZILIAN FESTIVAL greater collaboration TH 15 TH community of followers and training fashion, evening economy, &16 JUNE LEAMINGTON PEACE FESTIVAL and connection with TH to local and national retailers. health & beauty. 30 JUNE CARS AT THE SPA local businesses.
www.royal-leamington-spa.co.uk
Royal Leamington Spa Town Centre @LeamingtonGuide @royal_leamington_spa ENHANCING THE EXPERIENCE J000254 BID Leamington Live 247 Summer events 2019 May v2.indd 1 A beautiful, welcoming & managed town centre 15/05/2019 13:18
✤ ‘Wow’ the town with new ✤ Tap into our ‘Spa Garden’ and ✤ Work with Warwick District Council Christmas Lights! We are looking ‘Health & Wellbeing’ heritage by and Sketts Markets (who deliver the forward to showcasing a brand promoting healthy living, creating Christmas Market) to monitor the new scheme to take us through the partnerships and sustainable markets and ensure they add value next four years. solutions to pressing issues such to the town’s offer and experience. ✤ Continue to invest in floral as environmental protection and decoration, mapping and strategic air quality. streetscape management. Now ✤ We will launch the ‘Meaningful that the Pump Room Gardens Change’ alternative giving and restoration has finished, we will education programme aimed be considering new collaborative at supporting the issues of projects to enhance the town begging, rough sleeping and centre experience. anti-social behaviour.
“BID Leamington is the glue that holds the town centre together. Their open, friendly approach to partnership-working achieves a Colingreat Scamp, deal Peterand and BID Stephan Board ensures Jewellers Member the town is resilient in the face of change”
14 ANNUAL REPORT 2018/2019
SUPPORTING BUSINESS An engaged & supported business community
✤ Continue to explore options to ✤ Continue to support local business ✤ Host events and hold regular procure a collective waste scheme with issues around planning, meetings to facilitate interactions for the town centre. Discussions licencing and representing their between us and our members are progressing with an operator interests in respect to local policy so that both national retailers who will be able to offer significant changes (e.g. signage), road works and independent businesses can savings and advantages. and issues that impact businesses. collaborate and be an integral part ✤ Continue our partnership work with ✤ Offer bespoke 1:1 training to of the local community. the LEP Growth Hub, Chamber of businesses to improve their Commerce, Warwickshire College digital health. Please get in touch and others to leverage further if you would like to arrange an business growth, HR, Recruitment appointment. We also invite you or support and more. your staff to join the ‘Town Centre Retailers’ closed Facebook group where offers and ideas are shared.
INFLUENCING & INSPIRING A thriving centre of commerce & creativity
✤ Continue to represent business ✤ Offer inspiring and creative solutions updates of parking figures and work interests on local development to solve some of our most pressing to negotiate spaces for ‘Click and proposals including the Covent challenges e.g. accessibility, waste Collect’ parking and other innovative Garden Development proposal, management, environmental ideas to relieve pressure. the Creative Quarter and other protection, air quality, parking, ✤ Draw on intelligence and best development proposals. energy infrastructure and more. practice from almost 300 BIDs ✤ Monitor and manage the ‘retail mix’ We are excited to support the Green around the UK through membership to encourage a healthy retail offer Business Award, Refill Scheme and of The BIDs Foundation (TBF) (part of in the town centre and contribute other initiatives. the IPM) and representation on The to conversations with the Local ✤ Continue to campaign for improved BID Foundation Council. Authority about how we guide car parking services in the town positive change. centre and defend against increasing costs. We will be seeking regular
ANALYSIS OF PROJECTED 2.5% BID EXPENDITURE 2019/20 14% 5% 48.5% 6.5% PROMOTING, MARKETING & EVENTS 48.5% ENHANCING THE RLS EXPERIENCE 19% 4.5% SUPPORTING BUSINESS 6.5% INFLUENCING & INSPIRING 4.5% 19% MANAGEMENT & OPERATIONAL COSTS 14% LEVY COLLECTION 2.5% CONTINGENCY 5%
15 USEFUL INFORMATION ROYAL LEAMINGTON SPA WEBSITE www.royal-leamington-spa.co.uk BID WEBSITE www.bidleamington.com OTHER WEBSITES www.tasteleamington.com www.leamingtonfoodfestival.co.uk www.leamingtonlanternparade.co.uk www.loveleamington.com www.bloomingleamington.com FACEBOOK Royal Leamington Spa Town Centre Leamington Food & Drink Festival BID Leamington TWITTER @LeamingtonGuide @TasteLeamington #LoveLeam, #TasteLeamington, #LeamFoodFest INSTAGRAM @royal_leamington_spa @tasteleamington YOU TUBE CHANNEL Royal Leamington Spa Town Centre PINTEREST Royal Leamington Spa Town Centre SNAPCHAT rlstowncentre ESSENTIAL CONTACTS Executive Director: Stephanie Kerr BID Project Manager: Alison Shaw Office telephone: 01926 470 634 Email: [email protected]