A Business Improvement District for Marble Arch

2016-2021 The Marble Arch area is a key London gateway; at We want to see more businesses, large and small, once a global business hub, a local neighbourhood join us and we will work with Westminster City for residents and place where many tourists and Council and Transport for London to enhance the visitors base themselves when they come to enjoy customer experience, to make the area feel safe and the capital. welcoming, to improve the visual appearance and soften the impact of the traffic. The personality of the area owes much to its association with visitors from the Middle East Our pride in the Marble Arch area will be enhanced and it offers many unique dining and shopping by further working together to improve the opportunities, for example in Edgware Road. character, accessibility and streetscape of the area.

The whole area is a place to cherish, which also This is just the beginning: join us on our journey. provides a main artery into the heart of the West End, though it has struggled to keep up with the Martin Ramskill, Chairman pace of change and quality of improvements seen Marble Arch Partnership elsewhere. Our new BID brings businesses together to redress this and meet the challenges that we all face.

Together we will provide a strong, collective voice for local businesses and develop a shared vision for improving the area for people who live, work or visit here.

2 A Business Improvement District for Marble Arch

Introduction About BIDs

Marble Arch has been a gateway to London for There are currently over 200 BIDs in the UK, centuries. The area plays a vital part in London’s including almost 50 in London. To the west of the history. Its catchment area extends across London proposed Marble Arch BID lies PaddingtonNow BID, and the world, attracting customers to its many to the east Baker Street Quarter and to the south hotels, shops, restaurants and cafés. east New West End Company.

By day Marble Arch is an important tourist BIDs are formed following a formal ballot of destination (with eight hotels providing almost businesses in a defined area, based upon a detailed 3,000 guest rooms), employment centre and local proposal of projects and services to be provided. shopping district. By night its vibrancy becomes Income is raised through a mandatory BID levy on part of London’s personality, with bustling businesses occupying properties above a particular restaurants and cafés. rateable value. A majority voting in favour by both number and rateable value is necessary for the The area contains every sector of business – a ballot to be successful and the BID established. significant international hotel presence, several big and long established office-based businesses, well known retail brands, bustling middle-eastern restaurants, schools and a strong independent sector.

Marble Arch’s heritage, local and international appeal deserves to be matched by high quality public realm standards, place-making and customer and visitor experiences. We want to make the Marble Arch area more welcoming, reduce anti- social behaviour, promote its assets as an important retail and tourist centre, and improve the living and working environment.

Our BID will only provide services that local businesses want. It will work in partnership with the City of Westminster (WCC) and Transport for London (TfL) to create a strong retail, employment and tourist heart at Marble Arch.

3 The BID Proposal in Summary

The BID Area The BID Term and Levy

The Marble Arch BID will include the northern The term of the Marble Arch BID will be five stretch of Park Lane, Marble Arch, Connaught years, commencing on 1 April 2016 and ending Village, Seymour Place, the Marylebone Flyover and on 31 March 2021. The BID levy will be 1.25% of a Edgware Road. The following 42 streets (or part of business’s rateable value for all businesses whose streets) are included in the BID area, although not rateable value is equal to or exceeds £70,000. every street contains businesses liable for the This represents approximately 2.5% of an average BID levy. business rates bill.

Albion Street Connaught Square Kendal Street Stanhope Place Brendon Street Connaught Street Marble Arch Stourcliffe Close Brown Street Crawford Place Nutford Place Stourcliffe Street Bryanston Square Cumberland Gate Old Marylebone Road Transept Street Bryanston Street Edgware Road Old Quebec Street Tyburn Way Burwood Place Forset Street Park Lane Upper Berkeley Street Cabbell Street George Street Porchester Place Wallenburg Place Castlereagh Street Great Cumberland Mews Portsea Mews Wythburn Court Chapel Street Great Cumberland Place Portsea Place Wythburn Place Clenston Mews Hampden Gurney Street Seymour Place Connaught Place Harrowby Street Seymour Street

W R T A P U C A 112 Y H IGHWO R T H S C A U 48 E Park Plaza A 2 MP ER C C S Y L A 118 R L B S T R E E T P T T Y 105 P R R E R T U 56 64 U of Westminster R S SB E I S Sherlock L L R E T 139 57 A E Y S LD E T T CH I E S R H H 149 O T M E 2 ege (Paddington F 1 T HolmeS s Hotel S E O Lisson A O R S E H O E R S L EN C N D K P E C Lisson N N E C P O T n Campus) S N R N E N F W A T E R Gallery I T NC L L I S L O O O I A O R S O S Y A E Gallery M U N Western Eye S N T P X C T 30 U N D G U E O T R S C E 289 R R R C L T O I R K C P T S T S B 73 S E Screen L E M Paddington Green Hospital R 7 29 U E T H A T A ORK M O N 52 T R R D ST S Y S E E E E C O E R R round E N E O 41 on Baker T 29 S Health Centre E 17 R T S T E P B 181 E N D 29 N T T E M R TO S E E T U A D S S T 32 N G L Y E A Street I T R T R D A R W S G M D E M O U LMER E Y A W 94 A D C E W E S P P BELL P A T T U E R M P E A I A E L E L R W N L T R M S D D I 2 A M 91 67 P A City of Westminster T 111 E T E I S 1 G D 175 C W A Paddington E E N O 312 R T L M E R E 54 N S G N N O T A S Magistrates’ Court T S G D St. Mary’s, I Green N C D D O T W E U 39 U N O G N 21 R Bryanston R S N R E K W W T E A 38 E G E P E N E Paddington Green E TR Padding R Square S N L S R E T T T R D S I A 122121 E 49 O E O C een E O F Police Station 22 R 13 T C W N C K Stree C of E S N A O N R Edgware Road L R K R C E P H P O A S Swedish L Y S M W L Subway A W 30 T Subway S GI School T Garden 14 A R R M O (Bakerloo line) R H 78 Y R VI F C I P C L N E O N R O Church O U E 1 L L E H A R R O U E W R O A D Subway H A R R O W R O A D U I D E N T R B A T P T A R E W H P T 90 T E 94 C D E T S E A G A P R R Y W P E 21 E E T R S P P M SS C G U U N M E D T D L L 65 L R D S L U D Baker E F LYO V E R R A R OR R O N O A L E B A M A R Y 23 A R F 23 R E A 23 W F 116 E C H W O Y M E C C H A Y E E C M R E T E T E A St. Mary’s M C W E T E A St. Mary s A EdgEdgwware Road E S St T R M S M T R N T N 108 O 12 T H A R R O W R O A D 108 O E Chiltern28 H A R R O W R O A D R S H A R RRO W R O A D Subway Church S R T Church N E O S T N 106106 M O I D O (Circle, District and K E R T O Hoottel 82 Pla T Pla N O T T N N Street N 199 YO L 199 Y P L A T P 37 A N M 268268 H 87 A N T S mersmith & City A T Hammersmith & City O R G O A R R G M E TA 103 A A T 103 U E T U G U Hilton T E E E E T N Hilton London E E R R E E E B E ) U R lines) T O R R R T R T T T C W N S S Embassy of C N T S 67 R W E S S E S S 145145 S S R

R T D M T R O L T R E 94 T R O 225 EL 94 T O H H 225 E R T S H Metropole P A R 43 F O R D S T Metropole 207 R P 43 F C O A E O R A 207 E R O R A E W A W R D E A H A Angola A D H N E A W A E R T D C H A T C N R R B T C S E 23 R B T C S E S W D H E W S D EE I F Area under S W M E T Area under N L TO N S B E T R O A D G E 92 R S T T E G E 7 H A R H Y V 7 T development P B E E R E O N 6 O T 50 R M S D B A K N E W N S E T C R H S 4 Merchant E W R T L S M A S R T A M R E E A 6 P E B B E L L O E H 75 T R NDH R E A E M Y Embassy L E Square W ST Y W R A M R E O T Y R D M O E NDH 61 F O Y 2382 T W R D P D S 10 AW YA of Sweden M A E R Y R 1 3 Merchant R L Merchant C M T T U A 5 S R 45 R T E A F Square E S R C C E R Squaree R L A R A T W E P E H P W E E U T 33 G 33 T T H E A A G R S M L T O O T ON 46 N 5 Merchant S A MO 13 201 ’ N T 235 N C 74 2 E O Square M S E S E T Seymour Leisure Swiss G T R A E B Paddington A C B L R W L R R P O U C E Centre Embassy Y Footbridge S O N Y S S T A Baker D T A E Basin ’ 45 H S G E T L 216 N N E terside E D 245 O YA N T T R E R S L S B S D 35 A 332 U T E O R E T O H O F L O S 666 D use A C E U C N C D C N Street N A Rolling I L A P L A T B L H N M O M E 4 R T L A S T M . R E E P M YAN E Bridge T M R E Montagu E B W S P S O O W P R D T S S T L S R L K Y T E E S O D B B O R O E A E Paddington N E W R A T R F E E R R R A E N S H C E S S Square R A Edgware E S D Y Y T W W U Y P S T T 4 T E 100 T E T A L C A C X A A N R D L S M L 42 O R A R A F M I Road N N M A D D Basin 14 T S A N L A C T ON T R S S M L I O U S C B P 28 T R CO M E St. Mary’s T T E L 72 C S E O W Praed J 33 N 186 T E O O N O U U 6 T N S Praed J R S N N N N E B T C E 91 St. Mary’s D E T A Street T R A O 254 Y T R Street I O N S Hotels B R T A 58 E E F Y G R T M T R A 18 A L E P S G S H E A N S S E Hospital W P International E U G E O Q Q U Clinic 103 R H L N 19 O U T R E 26 U U U S G O T DE D S M O S S St. Mary’s S Community Q 23 L O N R A A S A T Q ’ 62 O N R R N U L T C P U 88 T School S E 20 E E S E A A D T L A A A G R R R R H 75 M O G E U E C F T C E T I S E E E E Micky Star E E M R St. Mary’s M N T R E S T Baker I T W E 32 . A S T E E E R G T R T R W R W 112 O S S Children’s Centre Y T S G E M 83 127 S 11th Church S 21 Street A B O 166 B D St. Mary’s 7 W 69 A W GH W R T U O E A B E A R E 70 51 R R of Christ, E R O Hospital V 301 R E S A L B S E H S T T R A OR W T 95 I E P C Scientist E 63 14 39 B A B L E T A K A SN E E C Sylvia Young K ER E F Hampden S E R E O G R LO ’ T R C S T S T PA D D I N G T O N S Theatre School L N O E R E Wetherby A M U T Gurney R T O U C M E E T S T T E R E R H S E R 12 O N D S T T C E S TTR P T W W R A E Preparatory E S A 129 O C of E L G R E S E P RRG S I T L C K E O R E 115 E E S St. Mary’s E T O RD G A 132 F School S E Easyhotel T S 59 School T T L A U T N T N S R N M O I N P M D E O E 1 R S E Hotels H A S O D R S T R O T Z TR W N W R 49 E O D F I W E 78 F F T N P E M O 118 6363 G 12 S M O A M L K C Marble Arch L T L K C K N WO 50 R G E D I O A A St. Mary’s R R U A 50 W F U F E R H O O Marriott G C 9 L A N D P P T S R L B R A M S L E K U E U E S T E I N E A O Hotels R 113 E R S C P C U M B E W E W C S S A T Hotel R A C R A S S A U E N O U S U E R T T Q Q E S A E D U Q N R S Radisson SAS N Hotels S S K 96 E R A Mercure T 61 S T E 21 M K E C W E S T E T T R L H R T E E O R E TR P S O S E Portman Hotel F Norfolk W A 139 London W N T E P R U G E S T E I R S O 5454 The O C K E R M Q T 136 E E N S P GEO U S Paddington 45 Towers L A N D E W Y E L R M E S A Arch C K T 149 E A C I 30 R RDE T M W N PD S A Hotel 15 G C L S ONDON R E W BRUN U E D E I O M E T L F N Circle and 144 Q E MBRIDG I S TO R E S A A 163 F U EN T 11 T F O R S E T L S E C ct lines Hotels C 81 P LK R 20 106 S T R E E T O S L 12 E Y Churchill F E L T E Hyde Park P C A E R G L A K CAMBR R P E R Portman O L R N C B N E B U E R Hyatt Hotels A H E T E P 1 W Edgware W Y P Norfolk T U 124 C 1 E New 3737 69 Regency Estate S E N 2 27 X T Road 32 Square Plaza E E G Quebec B Norfolk R A E A R West 19 W E 4 Hotel 107 U D E N P 33 R Square S Street K EYL Q Q 0 M S S E London 42 The Montcalm Games 1 R T U EB E War L E Q 1751 R Hotels A P O A E 27 E L U EBC Court O A C E N T U C E Synagogue A R 46 U R E S E R D Hotel U N D O N Q R Memorial R D Q R M S Q Circle and S A D C St. John’s S T N Hotels C P E R S H O S O M A District lines E LK E F H G C W R T 144 N Y X E R O C O Church S 5 M AL M P F O D S T 55 T S A R O D O D W 36 S 52 L R S R T S 31 E S SUS E 68 T P O E N E W T NO K E L E Y 18 R P F R A E R Seymour R T L P A B S KE H E I E A A X P P E R P A U Hotel Indigo E C O L L U P Place E 35 T R M Portman Village 101 20 A A R T E K P O R T S E A 43 C P London M E W S C OND S C E E E D C 162 W R E Western E E T N Paddington 141 L S E G G R E AT CUMBE R LLAA N D H Hotels M P C R E S T E 17 T U Marble Arch O U K N T S R E M E W S S Abbey Court R T H 1 N S G Y W O I C AU E M E Connaught 24 N N N Y M Synagogue T N W T O S E Leonard P A Westpoint D I C T 38 R E M E H T C 54 O S T 19 O R T 168 151 A R T R O R H C O U U P A U H O Hotel R Hotel Y M O U O Y Village N R E T S B O S 21 Q ED M R Talbot N 19 Sussex S 4 P Marks & R 24 C C A A L 161 R SOUT H - N O U The Church of N A T Square TE H Y D E PA R K P W I C K E 54 E E Hotel Spencer N G T R S A R C T S E S Q UA R E M S YA R D E C U M BE RLA N S C N E 20 P L A E O T H E R the Annunciation ON R T L LE E E STR S T N VI W R A R S T A N R A K T T Y G UC S U R R T U MOMOU B O G H 68 Y E S U E L A G S G N E Hotel G T 42 N O H S 13 R T C A R 49 Q O L R T E 182 E Oxford 173 Hotels C E U A D R E H S A E T T Q U EB C A T E Q R E S TTR 13 Street E R R S Thistle U U R U T N UA Y E TO S Q S Q E R E N S D R K Ravenstone A T AAN 1 S S A C S 63 R Y S D E P 67 B The Marble Arch E R H Y L R O U R P W X O M E E School E Y 9 L 504 S S E T S P C Cumberland M E L S T R 194 T A E O S C N E T R E UC N E E 195 T O A E E L R HU C U T A G S T G St. George’s L A A R E 20 540 U H Marble D B N P K S Q S 0 R T O PAR T E O T D LA F H Y C A F I S L Fields Odedeon N C E X U CL O P L A S B H T O 47 E H 1 S A C S E U G Arch L I S N A E X P E N N O O O C L O C 4 M AT H E A R N T R H C K P E W E S R I R O 3 W S Y E H O N M P R T S A O S E N D A 537 A C L A R ED FRED P N E L T S U L L R K S B B R S 1 E I A I Primark W S O E 25 C P NO N E S A C E N S R C A E 15 64 M E E 140 D R Marriott, T X T L K R C R E R E M T T R A S A L 12 Marble S E E Q S O 115 E D G R P W Park Lane E W R

M S U O S E U S W 110 P X E S H E T Arch O A T T L E H N ARDEN 3 R G Y N H A S 6 T R A 28 A RK R T Excluded Hereditaments T P B R A E O C S DE D H Y E U N B E O CLAR ENDO N E R E T N E 63 T 8 N R N S C LO S E S T E W 235 T RD N S G A 12 E 1 E P Stanhope A E E 73 U PARK D 19 G R Y L A P 12 R S Y DE H O 138 T S A Place S E R Fountains C T X 23 R Gate A S E E W R S Q T Embassy S High Commission A R E 1 U U U 51 S B W H S A R E S E T T S R of Brazil T E Y AT E R E B A of Sri Lanka G K T W X O 25 A D S O A N 13130 B E M B E R L N U S 8 O B 14 T E 0 E U M 0 G REE R W C C

4 “The Portman Estate is committed to Marylebone’s long term prosperity. We have been a supporter of a number of initiatives in the Edgware Road area alongside owners and businesses for many years. We have seen first-hand the benefits that Business Improvement Districts can bring in supporting street management, co-ordinating marketing activities and attracting funding for public realm investment. This is an exciting prospect for Marble Arch and Edgware Road; one which can ensure that retailers and businesses can contribute directly to the future of this exciting and unique location.”

Simon Loomes, The Portman Estate

5 Summary of Consultation to Date

From July 2015 we invited businesses to tell us their priorities for the proposed Marble Arch BID via a questionnaire survey. This remained open at www.marble-arch.london until January 2016 as it continued to stimulate debate and ideas. We have tried to contact every single business liable for the BID levy and provided an information pack. Workshops with office tenants have also been facilitated by landlords, providing an opportunity for businesses to share common ideas.

Through the survey, workshops and meetings businesses have told us that:

• The location and its connections are popular with people who visit, live and work in and around the Marble Arch area. Its cosmopolitan nature is key to its popularity. • People are proud to be associated with the area, with many businesses choosing to use Marble Arch as their branch/store locator identity. • The area can be daunting, with some women finding it intimidating, particularly at night. • The streets are dominated by traffic, with poor air quality. It is difficult for pedestrians and cyclists to cross roads. • The Edgware Road environment feels untidy, and can be harsh, with little greenery to soften its appearance. Surrounding streets exhibit a much softer character. • There are limited lunch-time and after work amenities for socialising with work colleagues, and a lack of pubs. • People do not know what is on offer in the area; there is no collective marketing voice. Some people find it difficult to find their way around and do not know what is in the area, this applies especially to hotel guests. • There is a lack of cycling facilities.

6 7 “Marble Arch plays an all local businesses, working important role as the gateway together with the Council into London’s West End, and TfL through the West whilst also being a local End Partnership, will drive neighbourhood for many increased investment that residents and workers as well will allow for improvements as a destination for visitors to be made to the physical from all over the world. We and trading environment recognise that there is work benefitting the whole that needs to be achieved to community.” ensure that Marble Arch and all the businesses within the area Councillor Daniel Astaire, Cabinet continue to grow and flourish. Member for Housing, Regeneration, We believe that a BID acting Economic Development and Business, as a collaborative initiative for Westminster City Council

8 Photograph courtesy of Wildstone The main improvements that businesses want to see in the area include:

• Events, e.g. at Marble Arch, especially if they generate extra customers and trade for local restaurants and shops. • Festive lights or installations (e.g. at Christmas) would dramatically improve the area, especially during the winter. They would make the area feel safer and communicate a shopping and leisure destination rather than a traffic corridor. • People who work in the area suggest eating out guides, collateral promoting local amenities and facilities. • Hotels suggest services specifically for their guests, such as accompanied walks/eating out trails to (and offers in) restaurants, and also maps to be able to give their guests to help them find their way around the local area and its attractions. Guests feeling safe in the area immediately surrounding their hotels leads to repeat business for local shops and restaurants and return stays for hotels. • Some form of uniformed presence regularly patrolling and reporting problems, to make the area feel safer, helping visitors, as well as people who work in the area. • More trees and greenery to soften the harsh landscape of Edgware Road.

9 What the BID will do The Benefits of the Proposed BID

Our vision is to create and promote a new role The aim of the BID is to improve the trading and status for the Marble Arch and Edgware Road conditions for businesses and to make the area district, complementary and linked to the adjacent more successful for all businesses, whether your core West End and village-style retailing. The area’s business is in an office employing staff, or as a identity is part of its international and national retailer fronting onto the street reliant on passing attraction. The BID will seek to make the area more customers or as a hotel, hosting guests from welcoming, reduce anti-social behaviour, promote around the world. Local schools, communities and its assets as an important retail centre and unique charities will also benefit from the improvements restaurant and hotel quarter, and enhance the social, that we want to make. working and residential environment; turning the gateway into a place. There is a genuine desire shared by the people who live and work in the area to protect what is unique and popular about the offer, celebrate its diversity and improve its appeal.

The BID will bring more customers to the area; encourage residents, workers and visitors to stay longer in the area and promote Marble Arch both as a destination and a key employment centre through the following means.

Public Realm and Growth Enhanced Stewardship Business, Staff and Guest Services Celebrating and Promoting Marble Arch

10 11 BID Benefits Offices Staff Clients Shops Customers Restaurants Diners Hotels Guests Community

Public Realm and Growth

Enhanced environment for a better customer experience, rubbish off the streets

Better pedestrian access and movement

Festive lights and seasonal promotions

Reduced congestion through freight consolidation and individual delivery service plans

Improved cycling facilities

Improved air quality

Enhanced Stewardship

Dedicated ambassador and guest services team to provide a friendly welcome and reassuring presence

Reduced anti-social behaviour making the area safer and more pleasant

Increased security and safety through introduction of night team

8 RegularBetter informationpedestrian access on road and works movement and transport to minimise travel disruption and business impact

Business, Staff and Guest Services

Local discounts, offers and promotions

More local customers from surrounding businesses and hotels

Reduced business costs through joint procurement

Discounted electric vehicle taxi service for local companies

Recruitment service to help find local, reliable staff

Volunteering opportunities and other corporate community involvement activities

Network and build relationships with other businesses

12 Offices Staff Clients Shops Customers Restaurants Diners Hotels Guests Community

Celebrating and Promoting Marble Arch

Creation of destination brand ‘Marble Arch’ with campaign activation and roll-out

Local area maps, local eating out guide, themed trails

Escorted trips, helping people to find their way around and enjoy the area

Increased customer dwell time and expenditure

Greater promotion of local shops and restaurants

Longer visitor stays and repeat visits

Events leading to increased footfall

A business voice to represent your interests

1113 14 Public Realm and Growth

The Edgware Road corridor forms an administrative boundary splitting the area into two, and it forms • Support businesses to install green walls the boundary of the western edge of the Congestion and green roofs where appropriate and Charging Zone. As a key traffic corridor, part of continue to explore locations for additional London’s Inner Ring Road (the TLRN), during peak tree planting. hours more than 3,400 vehicles (including 78 buses) • Employ a specialist, uniformed team to act use Edgware Road per hour. as the eyes and ears of the Marble Arch area, mapping and reporting street As a result of its arterial status Edgware Road and conditions and problems to City of the Marble Arch area have struggled to keep up Westminster and Transport for London. with the pace of change and quality of public realm • Explore options to improve air quality improvements seen elsewhere in the West End, in the area, including reducing congestion lagging behind its neighbours in investment terms. through freight consolidation schemes, Businesses perceive the location as lacking green delivery service plans and promoting space, being ‘harsh’ and not an enjoyable place to cycling and walking. spend time. • Create capacity for leisure and cultural opportunities for visitors and people who The connection between each of the two sides work in the area. of Edgware Road is hindered by a low number • Improve the Marylebone Flyover location of crossings with pedestrian phases. Despite the through lighting and public art to allow removal of over 1km of guard railing by TfL, the low safe pedestrian enjoyment and movement number of safe pedestrian crossing points does act along Edgware Road and to encourage as a physical and mental barrier for pedestrians, not more visitors to use Edgware Road least because pedestrians often have to wait in the Underground stations. central reservation to cross the second carriageway. • Provide opportunities to connect growth Excluding the Marylebone Flyover and Marble Arch/ either side of the Marylebone Flyover and Great Cumberland Place interchanges, there are to help create quality public spaces six major junctions with cross streets, 24 separate between them. pedestrian crossing points at junctions. Of these • Install festive lights to the Edgware Road 24 junction crossings, just eight have a pedestrian corridor, one of the highest priorities (green man) phase. Latest TfL collision figures shared by businesses in the area. record 130 collisions in the 36 months to June 2014, • Work with City of Westminster and of which 39 involved a pedestrian, and of which delivery partners to add value to the City’s 37 occurred at a traffic signal junction. enterprise proposals for the Marylebone Flyover and subway beneath Edgware Road. To improve everyone’s experience of the area • Explore options for reducing the number the BID will: of telephone boxes on Edgware Road. • Support City of Westminster, Transport for • Work with Transport for London to make London and New West End Company the location safer for pedestrians, around through the West End Partnership in the Edgware Road and Marble Arch, including development of proposals for Oxford the introduction of pedestrian count-down Street West and Marble Arch, ensuring (PCAT) at appropriate crossings. that the Marble Arch area remains • Support City of Westminster’s cycling a prestigious gateway to the West End. strategy, assisting with the introduction of quiet ways and additional cycle parking.

15 Enhanced Stewardship

Business views on security in the Marble Arch area are not dissimilar to consumer views, with 70% of Businesses have identified stewardship and businesses saying that safety and security is good reducing anti-social behaviour as the single in the daytime, but only 40% believing this in the biggest priority for the Marble Arch BID and evening and into the night. therefore we will:

Daytime visitors report hardly ever visiting the • Provide an evening and late night Edgware Road area during the evenings and uniformed presence, working closely with describe it as a hotspot for aggressive begging, neighbouring BIDs, the Metropolitan Police anti-social behaviour and vice-related activity. It is and City of Westminster services. classified by City of Westminster as a ‘cumulative • Seasonally adjust the service to deliver impact area’. Whilst individual enforcement a responsive patrol pattern, allowing operations and campaigns are well orchestrated appropriate scaling in high footfall and and highly successful, more permanent and visible tourist periods. methods are required to reduce levels of anti-social • Directly task the team to provide a behaviour which currently deters customers. By day reassuring welcoming presence for aggressive begging intimidates some consumers; by customers that will also reduce anti-social night these levels increase and deter visitors from behaviour and help businesses that suffer enjoying the area’s impressive restaurant offering from persistent problems to make a step and damage its reputation and appeal. change in everyone’s experience of the area and improve the reputation of the district. • Use this team to gather evidence in support of legislative changes, to enable businesses operating in the evening to continue offering an appealing and attractive service to guests, customers and local residents. • Work closely with the Metropolitan Police service, Neighbouring BIDs and City of Westminster, attend their meetings, represent the area, and loop in security personnel from large premises to ensure that information and intelligence can be shared quickly via networks.

16 “Everyone who works for and this is something that we Waitrose owns Waitrose and embrace. We enjoy trading in because of this we really care this unique area of London and about the service we give support fully any investment customers, from the food we or improvement to make it an produce to the experience even more appealing in and around our store. shopping area.” Our Edgware Road branch Mark Wiley, Waitrose caters to a diverse spectrum of clientele in terms of both culture and consumer need

17 “British Land is one of Europe’s largest Real Estate Investment Trusts, creating properties and environments which are home to over 1,000 different organisations. Our office portfolio is focused on prime London locations. We have our own headquarter offices at York House on Edgware Road and, with our joint investments with The Portman Estate at Marble Arch House, and our desire to create great places, we are excited about working to enhance this gateway to the West End. We recognise the potential of the area, and with the introduction of Marble Arch BID, we are confident in its future as a top destination for business.”

Georgia Hogg, British Land

182 Business, Staff and Guest Services

Businesses tell us that their staff and guests are not fully aware of what the Marble Arch area has to offer. Hotel guests often leave the West End to shop and dine outside Westminster. Local employees do not take advantage of the area’s restaurants and pubs, rarely crossing Edgware Road east/west.

There are no existing business networks or associationsThere are spanningno existing the business BID area, networks little or orno business/communityassociations spanning engagement the BID area, and therelittle or is no co-ordinatedbusiness/community voice to represent engagement businesses. and there is no co-ordinated voice to represent businesses. The BID will:

• Offer a guest services team to support visitors with local wayfinding to assets and attractions, working with concierge teams to maximise enjoyment of the area. • Use the BID’s eating out guides and area maps to encourage visitors to increase their dwell time in the BID area, and to take up local dining and shopping offers, increasing custom for local businesses and encouraging growth. • Set up a local loyalty scheme for businesses and their staff, again encouraging people to spend longer in our area and to dine, socialise and shop locally. • Connect businesses and their employees with surrounding communities to foster prosperity, through Volunteer West End, offering CSR services, employability schemes and corporate community involvement projects, working with Recruit London to ensure Westminster residents can access employment growth and work experience opportunities in the BID area. • Reduce business costs through training and security networks, a discounted electric vehicle scheme, and explore procurement of subsidised services. • Build a strong and resilient business community in the area, creating networks across the BID area, representing business interests in discussions with the City of Westminster, the West End Partnership and the Mayor of London.

19 Celebrating and Promoting Marble Arch

As a retail centre the Marble Arch and Edgware Road area exhibits low vacancy rates. More than To address this the BID will: half of visitors to Edgware Road itself are here to shop, with peak footfall times at 4-7pm. Lunchtime • Protect and promote the area’s heritage so footfall is unusually not a peak time, which given the that the area becomes a great place to do number of restaurants and food outlets, indicates business, work, shop, visit and live. that staff from nearby offices are not using Edgware • Produce an eating out guide to the area, Road during their lunch hour. This is borne out by both in print and online, complemented by on street surveys, which indicate that only 27% of a local loyalty scheme and local maps. people out and about on Edgware Road itself work • Create and promote themed restaurant here or nearby. More than half of Edgware Road’s trails. visitors complete their visit within an hour and only • Work with City of Westminster to add half of the people who shop on Edgware Road itself value and resources to their Christmas and would consider socialising or eating out here. summer installations and events at Marble Arch. Businesses feel that the area is under-performing, • Generate events and activities at Marble despite its prestige and reputation. A lack of Arch itself during the summer and local marketing and promotion are cited as being Christmas period. factors under-pinning the low dwell times, and staff • Work with community partners and and guests not knowing what is on offer in the schools in the BID area to ensure they play area in terms of village-style retailing and dining a part in events and cultural activities. opportunities. • Encourage seasonal pop-up events and use spaces such as Nutford Place to bring variety to ground floor activity. • Bring the neighbourhood together across Edgware Road, creating associations between east and west, north and south through events, promotions and offers in line with City of Westminster’s City for All vision to create connections between residents, community, businesses and visitors to ensure the City’s continued success.

20 “We’ve called this area home for over 30 years since opening the first Maroush in 1981 and owe much of our success to the vibrant audience of Marble Arch. Sharing, generosity and hospitality are the hallmarks of Lebanese culture. We at Maroush aim to reflect these traditions in our food and service, and believe that Marble Arch BID’s role in bringing together the local community will encourage these traditions to channel throughout the whole area, making it an even better place to live and visit.”

Maroush Group

21 The BID Levy and Budget

The Marble Arch BID will raise approximately £440,000 each year through a mandatory levy on businesses, based on a BID multiplier of 1.25% of rateable values (based on current rateable values). This will be supplemented by voluntary property owner contributions, taking the budget to an average of £500,000 each year.

Total income and expenditure in the area of £2.5 million is predicted over the proposed five year BID lifespan which will be spent to achieve the BID’s ambitions. The table below shows the anticipated budget for the whole of the BID term. Every effort will be made to share costs and services with neighbouring BIDs to achieve economies of scale.

Budget Budget Budget Budget Budget Total 2016/17 2017/18 2018/19 2019/20 2020/21 5 Years

BID Levy (95% collection) 418,000 430,540 443,456 456,760 470,463 2,219,219

Voluntary Contributions 60,000 60,000 60,000 60,000 60,000 300,000

Total Income Expenditure 478,000 490,540 503,456 516,760 530,463 2,519,219

Enhanced Stewardship 89,095 121,540 125,186 128,942 132,810 597,573 Business and Guest Services 110,315 117,685 120,076 122,538 125,074 595,687 Celebrating and Promoting 92,095 78,260 114,558 105,895 117,271 508,079 Public Realm and Growth 81,095 59,720 60,462 66,225 62,591 330,093 BID Running & Statutory Costs 82,246 78,137 79,339 80,580 81,861 402,162 Contingency 12,000 12,000 12,000 12,000 32,000 80,000

Total 466,846 467,342 511,620 516,179 551,607 2,513,594

Surplus/Deficit 11,154 23,198 -8,164 581 -21,144

Carry Forward 11,154 34,352 26,188 26,769 5,625

22 The table below shows how much businesses will pay across a variety of rateable values: hereditaments (rateable business units) changes and results in a lower BID levy, then this comes into effect only from the Current Rateable Value Annual BID Charge start of the financial year in which the change is made and no refunds of the BID Below £70,000 Voluntary £500 levy will be made for previous years. This will be known as the closed year rule. £70,000 £875 8. A small number of businesses within the BID area have exceptionally high rateable £100,000 £1,250 values far in excess of the majority of businesses in the BID area. To ensure they £500,000 £6,250 receive a proportionate benefit from the BID, a ceiling of £25,000 per hereditament £1,000,000 £12,500 in year one has been applied, plus indexation in future years. The same ceiling £2,000,000 £25,000 also applies in instances where the same Above £2,000,000 £25,000 (capped) ratepayer has multiple hereditaments and where the cumulative BID levy from these hereditaments reaches the ceiling. 9. The BID levy rules cannot be altered during the lifetime of the BID without a full The following arrangements for the BID levy Alteration Ballot. are proposed for Marble Arch: 10. Empty properties, excluding listed buildings, will be liable for the BID levy via 1. The term of the BID will be for a period of the property owner, with no void period or five years from 1 April 2016 to 31 March any empty allowance. 2021. 11. There will be no VAT charged on the BID 2. The BID levy will be applied to all levy. hereditaments with a rateable value of £70,000 or more. 3. The BID levy will be a fixed rate of 1.25% of the rateable value for all businesses using the current rating list. 4. The BID levy will assume a growth rate for inflation of 3% applied on 1 April each year, with the BID Board being able to set a lower level if inflation remains low. 5. Properties that come into the rating list during the BID term will be subject to the BID levy from the effective date that the property is brought into the rating list and the rateable value effective at that time. 6. Where a ratepayer receives mandatory charitable relief from business rates, 90% relief from the BID levy will be allowed. Where a ratepayer is not in receipt of mandatory charitable relief from business rates, 90% reduction in BID levy will be allowed if they occupy educational type premises (as defined by VOA codes EP or EL). 7. Where the rateable value for individual

23 Business contributions by sector will be approximately as follows. These will change over time as units enter and leave the rating list over the term: 1.4% Car parks & garages

9.2% restaurants, pubs & casino 0.3% Schools 11.2% Shops

27.5% Hotels

50.4% Offices

Hereditaments liable for the BID levy by sector

65

60

55

50

45

40

35

30

25

20

15

10

5

0 Offices Hotels Shops Restaurants, Car parks Schools pubs & casino & garages

24 BID Governance and Transparency

The BID will be business–led, providing the To increase local business involvement, there will opportunity for local businesses to invest, and committees or sub-groups with representation have a direct say, in the management of the area. drawn from members of the BID Company to drive This investment is therefore controlled by those forward key aspects of the BID proposal. Each businesses through a BID Company, formed for will review progress and expenditure and have this purpose, run by and for local businesses, delegated authority to allocate expenditure. Each representing all sectors. The BID Company will be group will feed into meetings of the BID Company’s not for profit and limited by guarantee. Board.

BID Company accounts will be prepared on an The BID Company’s members will include: annual basis and presented at the BID Company AGM, to which all BID members will be invited. The • All those businesses paying the BID levy; BID accounts will be published on the BID’s website • Voluntary contributors to the BID, including to ensure openness and transparency. property owners. Marble Arch BID will also collaborate with We will also embrace key local stakeholders neighbouring BIDs – New West End Company, and partners in our operations, including: Baker Street Quarter and Paddington Now, to achieve economies of scale on services and projects • Residential interests through the adjacent wherever possible. Neighbourhood Forum bodies (as observers); • Public sector agencies involved in delivering services within the BID area, such as Transport for London, City of Westminster and the Metropolitan Police (as observers).

Involving Smaller Businesses

The rateable value threshold for the BID levy is proposed at £70,000. Businesses in the BID area not liable for the levy but wishing to participate and benefit from the BID’s services will be welcomed, and can do so for a flat rate of £500 per year per hereditament.

25 Measuring the BID’s performance

Services provided by City of Westminster and Transport for London will be ‘benchmarked’ before the BID starts, and will form part of a baseline agreement/statement.

In order to measure the success of the Marble Arch BID a suite of performance indicators will be drawn up, to help define and measure progress towards our ambitions.

The BID Proposer

The BID proposer is Marble Arch Partnership, formerly Edgware Road Partnership. • Complete resurfacing of the road from Marble Arch to Maida Vale Over the past two years a series of demonstration • New cycle parking projects have been undertaken through Edgware • Realigning junctions to remove ‘dog leg’ Road Partnership, which was launched in crossing points and removal of guard rails 2013. This work was funded through voluntary • Traffic signal modernisation contributions from businesses and landowners, as • Renewed street lighting and pavements well as investment by Transport for London and • Re-painting of post boxes City of Westminster, and overseen by a Business • De-cluttering and removal of redundant Stakeholder Group and a Strategic Group with street furniture and signage, and re- Transport for London and the City of Westminster. painting of street furniture • Pavement height alterations The Partnership’s priorities were identified from • New resin bound tree pits successive consultation rounds and in collaboration • Enlarged and relocated pedestrian with TfL and WCC as promoting pedestrian refuges where junctions could not be accessibility and safety, delivering a better signalised streetscape, softening the corridor and making the • Relocation of bus stops to rationalise area more welcoming. distribution and prevent blocking of junctions To tackle some of the ‘big ticket’ items of concern as raised by businesses, residents and consumers, TfL embarked upon an extensive programme of highway improvement in 2013/14 with involvement To mark the completion of TfL’s extensive repairs throughout from the City of Westminster and to the Edgware Road corridor, where over £1m was Edgware Road Partnership, including: spent, the Partnership organised a multi-agency clean-up day in September 2013, with every shop, café, hotel and restaurant in the street invited to participate.

26 “Marble Arch welcomes millions of visitors each year, whether they are international travellers looking to stay in the centre between London’s key tourism destinations or business leaders gathering for meetings and conferences. While the business mix in the area offers a high level of service to accommodate all visitors’ needs, there is significant room for improvement in the accessibility and environment around them. No one business can resolve this alone, so the need for the BID to drive these improvements is clear.”

Avner On, Hilton London Metropole

27 While TfL cleared gulleys, removed graffiti, washed In the summer of 2014 Edgware Road Partnership pavements, bus shelters and street furniture, the commissioned specialists to restore the important Metropolitan Police removed vice-related cards Tyburn Stone to mark the 50th anniversary of its from telephone boxes and the City of Westminster’s original installation at the historic intersection of waste contractors collected waste and provided Marble Arch and Edgware Road, to commemorate cleaning equipment for more than 50 volunteers the spot where priests, traitors and criminals were who contributed their time. executed for almost 600 years. Working with the Tyburn Convent the stone was painstakingly In December 2013 the Partnership commissioned restored, and dedicated in a service in October 2014. a Green Infrastructure Audit (assisted with a grant from the Greater London Authority), to identify October to December 2014 saw the Partnership opportunities for increasing green cover in the host one of the Year of the Bus sculptures, placing Edgware Road area to reduce air pollution and the bus at Nutford Place, as a pilot project to gauge urban flooding. This has already led to additional how public art would fare and be received in this trees being planted by TfL, and greening undertaken location. Nutford Place has been identified as a by the Church Commissioners at the Water Gardens. location appropriate for public art, so this trial laid important groundwork. The Partnership has teamed up with Central Saint Martins (University of the Arts London) for two The Partnership has built upon previous studies years running, working with MA students (Narrative and consultation exercises, creating an impetus Environments), to develop and activate projects through the delivery of demonstration projects tackling the issue of ‘contested space’. In April and sustained engagement. To take this activity to 2014 a week long exhibition at the Subway Gallery the next step, boost resources and deliver services below the Marylebone Flyover ‘Midnight Samra’ to improve the trading environment and create a marked the culmination of a Partnership sponsored stronger sense of place, the Partnership believes piece on Edgware Road at night. In autumn 2014 that a BID for Marble Arch is an effective mechanism a further group of students explored and curated to fulfil widespread and lasting change in the the individual stories of businesses on Edgware performance of the area. Road (31% of businesses have traded on Edgware Road for over 25 years), charting their personal journeys and the connection with the spaces and personalities in and around Edgware Road.

28 29 The BID Ballot

A formal Notice of Ballot will be issued by ERS on behalf of the City of Westminster on 11 January 2016 to each business/named voter and to the Secretary of State for Communities and Local Government. This provides one last opportunity to designate a named voter if this has not already been done.

Ballot papers will be issued by post to the named voter at the nominated address on Monday 25 January. Businesses will have until 5 pm on Thursday 25 February to return completed ballot papers.

The result of the ballot will be declared by City of Westminster’s Returning Officer on Friday 26 February. If a majority of businesses vote in the ballot to support the BID Proposal, then the BID will formally start on 1 April 2016.

Get In Touch

For any information about the proposed BID or the “Marble Arch is ideally positioned on the crossroads ballot, please contact us by email or call the team of the West London economy, benefiting from the on 020 3145 1210. entertainment hub of the West End, the shopping and dining of Marylebone and Mayfair, and the Kay Buxton | [email protected] tourism zone of Bayswater and Hyde Park. There is no doubt that a Business Improvement District will Mike Fairmaner | [email protected] further improve the area for residents, workers and visitors. It will cement its reputation as a key driver of the capital’s economy.” Sir Edward Lister, Chief of Staff and Deputy Mayor MARBLE ARCH PARTNERSHIP for Planning 25 Nutford Place London W1H 5YQ

T: 020 3145 1210 W: marble-arch.london @MarbleArchLDN

Produced with support from The Mayor of London’s BIDs Fund, through the Greater London Authority.

30 31 © Marble Arch Partnership 2016