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Blackburn Town Centre Is an Essential Requirement for Businesses

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Blackburn Town Centre Is an Essential Requirement for Businesses Contents Page Welcome 3 1. Introduction & summary of 2014 4 Introduction 1.1 Summary of 2014 Activity 2. Marketing a Vibrant Town Centre 6-8 2.1 Researching visitor perceptions 2.2 Website & Social Media 2.3 Marketing & Branding 2.4 Events 2.5 Plans for 2015 3. Safe & Secure 9-10 A safe and secure Blackburn town centre is an essential requirement for businesses. 3.1 Police Community Support Officers 3.2 Blackburn Business Against Crime (BBAC) 3.2 CCTV 3.3 Plans for 2015 4. Greener Cleaner 11 4.1 Plans for 2015 5. Attract and Support 12 5.1 Working with Stakeholders 5.2 Measuring Footfall 6. Management 13-14 6.1 BID Management 6.2 Management Structure Financial Summary 15 Contact us Page 2 Welcome Welcome to the first Blackburn Business Improvement District (BID) Annual Report. We stand at the gateway of a landmark Even with the multi-million pound year for Blackburn Town Centre. This New regeneration completed, there are long Year revolution will see the long awaited standing problems that won’t go away completion of the Cathedral Quarter overnight and a large part of our work is about Developments, a new bus station changing investigating those issues that present a threat the face of Ainsworth Street and a brand to our high streets and lobbying the relevant new leisure centre and swimming pool. In bodies to do something about them. the past 12 months our oldest heritage buildings, the old Town Hall and Blackburn We’ve also been demonstrating through best Library have had dramatic facelifts and practice how we’d like to see the town centre Blackburn College has invested heavily in the marketed professionally, with high quality Campus area and new academic buildings. landmark events such as the Heritage Festival. Add these changes to the developments at We’re working closely with the Police and the The Mall and the new Blackburn Market, and Blackburn Businesses Against Crime group it’s true to say that physically the town is in to develop ways to improve perceptions and the best shape it’s been for many years. tackle anti-social behaviour in order for the town centre to feel a safe, secure place that The challenge for the BID in its first year of people enjoy spending time in. operation has been about raising awareness of the changes. We’ve been inviting people to In the coming months we’ll be developing grasp the vision by communicating that there’s dialogue with working groups in defined a changing ‘new Blackburn’ and encouraging districts with a series of bi-monthly meetings people to come back to see it. Much of so that traders have a voice, and we’re seeking year one has been about benchmarking to create a team of BID branded Town Centre and measuring, consulting and researching Wardens who can be the eyes and ears of the in order to assess the most effective way BID in key areas. for the BID to support these developments without duplicating or doing work that’s The Blackburn BID Executive Board has been an the responsibility of the Council or traders interim team in year one and I’d like to thank themselves. We staged our first event, the each and every one of those who supported Blackburn Heritage Festival, which increased the first year of operation, along with those footfall by 30,000 in one weekend. Two new traders who came to our first information PCSOs have been employed and we‘ve installed gathering and sharing breakfast sessions to additional CCTV cameras. A team of volunteer assist us with developing our plans. Talk of the Town Guides have been recruited and trained and we have a dedicated website, We look forward to the successes and PR and social media team generating a stream challenges of year two and witnessing the of good news about the town centre. transformation and continued development of a town centre for the benefit of traders, visitors We have had to look very carefully at the best and the whole community. way we can use the £295,000 from levies most effectively each year. Mark Smith Blackburn BID Chairman (2014) Page 3 Introduction Blackburn BID, a Business Improvement District for the town centre was launched in January 2014 following a successful ‘yes’ vote in November 2013. The BID is a business-led and business funded initiative which was formed to improve a defined commercial area of approximately 300 businesses in the town centre. The Business Plan can be found at www.blackburnbid.co.uk detailing four main project areas and associated allocated budgets based on projected income of levies totalling £295,000 per annum over 5 years, 2014-2019. • Marketing a Vibrant Town Centre • Safe & Secure • Greener, Cleaner • Attract & Support The BID is managed by an Executive Board consisting of representatives from the businesses and key stakeholders operating in the town centre. Newground CIC is the accountable body for the BID. The Blackburn BID is a member of British BIDs, an organisation focused on establishing and maintaining quality services and standards for Business Improvement Districts. 1.1 Summary of 2014 Activity The following is a summary of the key successes achieved in the BID’s first year. Objective 1 To market and promote Blackburn as a vibrant town centre. • Carried out a focus group event with visitors from ‘battleground’ areas to provide key insight into visitors’ tastes and needs. • Developed the Blackburn BID website as a gateway portal for the town centre. • Provided a dedicated PR service with a proactive ‘on the ground’ reporter generating creative content and news, feeding into media outlets as editorial, good new stories and interview opportunities, building relationships between businesses and local media. • Developed the ‘Be Surprised!’ campaign for Christmas 2014 which was rolled out across buses, train stations, hoardings, newspaper and magazine advertising. • Developed social media communication to promote the BID, including the provision of free digital shop doctor training for businesses to become better at utilising their online shop windows, e-marketing and e-commerce and the use of social media. • Staged the Blackburn Heritage Festival which attracted 30,000 more visitors to the town centre over two days in September 2014. • Recruited, trained and supported Talk of the Town Volunteer Ambassadors. Page 4 Objective 2 To create a safer, more secure Blackburn town centre. • Provided two additional Police Community Support Officers for the BID area. • Provided additional CCTV cameras and facilitated links between the major operators of CCTV systems within the town centre. • Provided free membership of the Blackburn Business Against Crime Initiative to all BID levy payers including free crime prevention training for traders and access to the DISC (Database and Internet for Safer Communities) online crime alert information system. • Provided additional funding for non-core police activity to support peak times for festive shopping and late night opening. • Facilitated partnership working between agencies operating in the town centre, to address perceptions of antisocial behaviour. Objective 3 To create a sustainable, cleaner and more attractive environment • Worked with the Council to improve signage to free shoppers’ car parks to improve accessibility. • Lobbied businesses, landlords and the Council to improve the appearance of specific areas of the town centre. • Carried out research and held consultations on gateways, planting projects and priority ‘grot spots’, developing programmes for implementation in 2015. Objective 4 To attract and support business • Installed footfall counters to benchmark pedestrian flow in priority areas. • Supported the Council’s town centre movement consultation. • Developed and advertised a register of vacant properties within the BID area. • Developed a programme for improving the appearance of empty shops. • Supported new businesses in the levy area with free PR via local media and website. Page 5 2. Marketing a Vibrant Town Centre A key aim is to market and promote Blackburn as East Lancashire’s centre for retail, leisure and business. 2.1 Researching visitor perceptions A series of bench marking measures were implemented to measure the progress of the BID, capture perceptions of the town centre and to determine what visitors wanted most from their visit to Blackburn. In a joint funded project by The Mall and the BID, two groups of people from identified ‘battleground’ areas were involved in facilitated exercises to prompt responses. They also took part in a guided tour of the town with key ambassadors so that they could understand the development work under way. The key findings were: • Better car park signage. • Clearer road system – easier to navigate. • Places to eat and drink so you can spend a day. • Cheap/free things for families to do. • Some sort of trail for children. • Valuing our heritage – sense of identity around the past. The BID has begun to address some of these issues by: • Installing additional BID branded car park signs. • Working with the Council on their access consultation exercise regarding town centre road system. • Continuing to raise awareness of the gap in the market for high quality food and drink businesses and will produce a downloadable guide to existing restaurants and cafes. • Working with the Council to produce and promote low cost, high quality events and activities for families. • Developing the Blackburn Heritage Festival. Page 6 2.2 Website & Social Media The Blackburn BID website has been set up as a portal for the town centre. It was developed and is managed by digital marketing consultancy Blackburn Life Media and includes a directory of traders, news feed, photography, events section and jobs area. We encourage all businesses to report good news, activities and events and provide a free PR service to levy payers with a dedicated reporter and photography.
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