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City Central BID Business Plan 2013-2018

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City Central BID Business Plan 2013-2018 City Central Business Improvement District (BID) Business Plan 2013-2018 Contents • How a Business Improvement District (BID) works P 2-3 • Executive Summary P 4-5 • Vision, Aims and Objectives P 6 • Recommendations 2013-2018 P 7 • Safety and Environment P 8-9 • Animation and Marketing P 10-11 • Financial and additional benefits P 12-13 • Financial Management P 14-15 • Current Services and Baselining P 16 • Governance and Management P 17 • Conclusion P 18 How a Business Improvement District (BID) works The City Central area Activities in Liverpool City Central BID have had a clear impact since its inception in 2005. This will continue A full listing of the streets in the newly proposed BID area is: over the next five year term by continuously driving the standards and City Central BID branding sufficiently Basnett Street, Bold Street, Brythen Street, Button Street, Cases so that it can both compete effectively with, and draw benefits from, any major city centre developments. Street, Cavern Walks Shopping Centre, Central Shopping Centre, Church Alley, Church Street, Clayton Square, Clayton Square BIDs were established under the Local Government Finance Act (2003) and are financed by a levy, collected Shopping Centre, Great Charlotte Street, Harrington Street, Hood through the business rate, to pay for additional services, over and above those currently provided by the Street, Houghton Lane, Houghton Street, Leigh Street, Lime Street public sector. (Holiday Inn), Lord Street (part), Mathew Street, Metquarter, Parker Street, Queen Square, Rainford Gardens, Ranelagh Street, BIDs are based on a successful city centre management model adopted throughout North America, where Renshaw Street (part), Richmond Street, Roe Street, Sir Thomas businesses have a more direct ‘say’ in how the city centre is managed and promoted. Street (part), St Johns Lane, St Johns Shopping Centre, Stanley Street (part), Tarleton Street, Temple Court, Whitechapel (part), An agreement to maintain or improve upon existing levels of service is a pre-requisite for any BID and Williamson Square, Williamson Street and all areas within these guarantees the additionality of any services provided and paid for through the BID levy. streets. A ratepayer will be entitled to vote for a BID during a ballot if, on the date Liverpool City Council (LCC) Putting Liverpool City Central BID into context publishes the notice of ballot on behalf of the BID Company, the ratepayer falls within the class of non- domestic ratepayer to be liable for the BID levy. In the case of an empty hereditament (rateable property) Liverpool City Central BID is one of almost 100 BIDs across the country – with BIDs becoming increasingly the property owner or current leaseholder will be liable to vote. the preferred model of management for UK towns and cities. More details on the voting process can be obtained by emailing: [email protected] The Liverpool City Region has the fastest growing economy in the country (outside of London) and includes blue chip companies such as Jaguar/Land Rover, Littlewoods, Grosvenor and Peel. Liverpool´s annual BIDs are fundamentally a fair and equitable way to deliver the key additional services that businesses want. economy is now worth almost £9bn and Merseyside £20bn, and continues to grow. Liverpool’s GVA per All businesses in the City Central BID area, except those with a rateable value below £10,000 p.a., will pay head has risen recently by 14.4%, and now stands at 99% of the UK average, while Merseyside’s is at 73% the same 1.2% of their rateable value to provide the core BID levy funding to deliver the business plan. (2009 data from ONS). Despite the European recession, early indications show that Liverpool’s economy is contracting at a slower rate than the UK average – and was the most robust of the UK’s core cities providing confidence it will be able to maintain its position for the foreseeable future. With 88% of City Central BID members in the retail and leisure sector, major competitors include the Trafford Centre, Manchester city centre, New Mersey Retail Park, Chester, Cheshire Oaks Designer Outlet and Gemini Retail Park. This means Liverpool City Central BID must continue to offer distinct Unique Selling Points to attract the mobile consumer, clearly establishing both the choice and experience messages in their minds and delivering to a high standard in reality. 4 Executive Summary Ian Ward Ed Oliver Chairman of City Central BID Chairman of Liverpool BID Company Liverpool has undergone a huge transformation over the past decade, none more so than in the retail The UK retail sector remains in a state of great flux. Famous high street brands such as Woolworths, landscape. The arrival of Liverpool ONE, Arena and Convention Centre (ACC) Liverpool, Cruise Terminal, Peacocks, Ethel Austin, JJB Sports and Clinton Cards have all been victims of the economic downturn. In the Museum of Liverpool and the overall renaissance of the waterfront has made a huge impact on the Liverpool the ownership of Metquarter, St Johns and Cavern Walks have all changed hands in the past 12 dynamics of the city centre – as well as its regional, national and international appeal. months. Consequently, it is now more important than ever that we embrace partnership working. These opportunities and challenges the City Central BID Management Team have risen to by adopting a new For City Central BID, its partnerships are its greatest strength and the next five years represent a golden sense of collaborative working – with much success. opportunity to forge new relationships to further enhance Liverpool city centre’s appeal. Partnerships are stronger than ever. In the past five years City Central BID has led in the opening of a ‘Cop The creation of the St George’s Quarter will have a huge impact on the Lime Street gateway of the city centre. Shop’ and Shopmobility in St Johns Shopping Centre, a free cruise liner courtesy bus, a city centre retail City Central has taken a lead role to ensure the BID voice is heard and ensure a connection with Central map, the expansion of Christmas Lights in the BID area, instigating Liverpool’s first joint retail Christmas Village and how its animation, cleansing and promotional activities can complement and enhance the wider programme, signing up to ACC delegate card which is circulated to all attendees at the ACC, and embracing area. Much the same can be said of the role City Central BID plays in the Cavern Quarter and Bold Street the “#itsliverpool” campaign. The list goes on. Steering Groups. In an era of drastic government cuts Liverpool City Council faces the unenviable task of balancing a shrinking A key City Central partner is the newly-formed Commercial District BID and we will seek to maximise the budget to deliver front-line services that meet the needs of not just the most vulnerable, but the demands of potential of the huge customer base in this area, which has over 750 businesses and contains an estimated a thriving city which has rediscovered its verve. 60,000 workforce, by developing a b2b and b2c strategies between members of both BIDs and their employees. For City Central BID, public sector cuts have already impacted, and will continue to impact, on services in the As we forge partnerships, build on opportunities and find new ways of working we must not ignore the BID area. Consequently, the BID Management Team have approached age-old issues such as policing and immense impact that the internet has brought to the high street. By 2015, it is estimated 65% of the UK adult environmental blight through a collegiate approach to funding with other partners. It was this ‘smarter’ way population will own a mobile phone, while internet shopping will command a 40% share of all retail spend. of thinking which led to the creation of the UK’s first joint funded ‘Cop Shop’ which has helped make the city centre one of the safest, winning national as well as international awards. Collaborative working has also led For City Central BID this represents an opportunity as the introduction of the 4G network and development of to City Central BID becoming Keep Britain Tidy’s first private sector-led ambassador. mobile app technology are now at the stage where they can be applied and integrated into the conventional ‘real life’ shopping experience. City Central BID has been asked to take a lead role on implementining a major Other challenges in the city centre include the number of vacant retail units. City Central BID Management wi-fi programme for the city centre and we will ensure members are well placed to take full advantage. Team is looking at ways of improving the area by introducing a pop-up shop strategy, which also aims to improve the whole look of the area. However, despite the digital revolution in shopping it is increasingly clear from numerous studies that the majority of people still want to make their purchase in a shop so the attractiveness of the high street, i.e. its Despite these challenges, Liverpool city centre continues to attract huge investment in its infrastructure from cleanliness, lighting, ease of access etc, remain fundamental blocks in creating an appeal to consumers. both the private sector and the public sector – i.e. Central Village, Forever 21 and the redevelopment of Central Station. These three developments alone represent a £200m boost to the heart of City Central BID. To meet the demands of the consumer and compete with other retail destinations it is vital the City Central BID Management Team works with our members to deliver the key aims outlined in this Business Plan. Much has been achieved already, but there is an exciting future awaiting us, as long as we all work together in partnership to keep Liverpool city centre at the very top of the performance ladder.
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