RETAIL AND LEISURE JOIN FORCES TO CREATE A DESTINATION OF CHOICE www.nottinghambid.com Creating an enticing overall visitor experience and one set of clear messages for the city has led to the merger of the Nottingham Retail and Leisure Business Improvement Districts (BIDs) to form the Nottingham BID one of the largest BIDs in the UK. It aims to make Nottingham a shopping and leisure destination of choice. FORMERLY KNOWN AS Image on the front cover: Theatre Royal, Theatre Square, Nottingham. Clothes from Nottingham Retailers. Photography by Guy Farrow. CONTENTS CHAIRMAN’S STATEMENT 4 A CLEAR VISION 5 PLACE MARKETING 6-9 PLACE MANAGEMENT 10-15 LICENSING 16-17 PROJECTED INCOME AND EXPENDITURE 18 KEY FACTS ABOUT THE LEVY 19 MAP OF BID AREA 20 GET INVOLVED 22 6-9 10-15 16-17 CONTENTS 3 CHAIRMAN’S STATEMENT Nottingham is a city that is unique for many reasons. We have many claims to fame - Chartists, Luddites, Robin Hood, and more recently Wayne Manor being created in Wollaton Park - and now we have become the first city to merge two Business Improvement Districts into one. Two years ago the Nottingham Retail BID was created to represent the interests of city centre retail businesses over a five year term. At this point the Nottingham Leisure BID had two years of its original five year term remaining, having been established three years earlier to represent the interests of the licensed businesses in the city centre. During those overlapping two years, the BIDs started to work together in areas of common interest such as promoting Nottingham’s independent businesses, creating a website for city visitors and working with Nottingham City Council to improve parking. What became clear was that there were far more areas of common interest than of difference between the two BIDs and midway through 2012, the potential for the integration of the two BIDs was explored. The advantages of a single BID are clear: · One combined budget of £840,000 per annum* · Economies of scale of operational costs · More money going into frontline services · One customer message · One clear vision · One strong voice · One identity But the biggest advantage for everyone is that we now represent Nottingham city centre to the people who visit; either to shop, spend time in our restaurants, bars and clubs, watch sport, or visit the Castle and other places of interest. This integration has now been completed and the document that you are reading sets out the objectives as we move forward for the next three years as one integrated BID. As Chairman I want to assure you that the Nottingham BID will be doing all that it can to make our city a more prosperous place for its members and we look forward to working with you all. Yours faithfully Jeff Allen Chairman Nottingham BID *Approximate annual average 2013 - 2015 4 CHAIRMAN’S STATEMENT THE BID: A CLEAR VISION FOR RETAIL AND LEISURE BUSINESSES IT REALLY IS ALL ABOUT CREATING A FULL AND ENGAGING EXPERIENCE OF NOTTINGHAM THAT IS SECOND TO NONE. THE COMBINED BID HAS A CLEAR VISION TO DELIVER THIS. COMPANY VISION TO CONTRIBUTE TO MAKING NOTTINGHAM A SHOPPING AND LEISURE DESTINATION OF CHOICE IN THE EAST MIDLANDS, MAXIMISE THE CITY’S FULL TRADING POTENTIAL AND ENHANCE ITS NATIONAL REPUTATION Every project delivered by the BID will aim to make Nottingham: ‘A DESTINATION OF CHOICE’ • Attracting people from a wider catchment area and giving them an experience that compels them to return • Promoting the depth and scale of the retail and leisure offer, including the city’s specialists and independents ‘AHEAD OF THE COMPETITION’ • Delivering seasonal marketing, promotions and events – aimed at driving up visitor numbers and spend ‘AN UNBEATABLE VISITOR EXPERIENCE’ • Improving standards of cleanliness • Improving access and signage, with particular emphasis on transport and parking • Implementing and extending projects which target retail and leisure issues including delivering stronger crime prevention and safety measures across the city centre Gino D’Acampo at the Food & Drink Festival, 2010 THE BID: A CLEAR VISION 5 PLACE MARKETING ATTRACTING VISITORS TO OUR CITY IS ABOUT CREATING A BUZZ AND CAPTURING THE IMAGINATION. HIGH-PROFILE EVENTS, CAMPAIGNS AND PR INITIATIVES LINKING RETAIL AND LEISURE MESSAGING WILL STRENGTHEN FUTURE CAMPAIGNS. Kim Onjun from Sinatra Restaurant, during the Nottingham Independent Business Campaign, launched in June 2012. INDEPENDENT BUSINESS CAMPAIGN FASHION EVENT FOOD & DRINK EVENT In 2012, the Retail and Leisure BIDs piloted a joint project - ‘the Independent Business Campaign’. The project showed the benefits of the leisure and retail premises working together and is set to continue to grow in years to come. October 2012 saw the launch of an exciting new event, 48 Hours of Fashion, showcasing the city’s boutiques, department stores and hair/beauty salons. A combined BID has enabled an exciting expansion for this event in the future with leisure venues offering alternative backdrops in 2013. Food and Drink events have been well received in Nottingham by businesses and customers alike. Retailers also benefit from increased footfall following such promotions. Dedicated campaigns to promote this sector will continue. INDEPENDENTS ITEMS OF CLOTHING BUSINESSES PARTICIPATED 160 3,648 59 TOOK PART SHOWCASED IN 2012 The BID has shown just how successful collaborative marketing can be. With an integrated approach, we can achieve much higher reach and impact. We can also deliver a much better return on investment for individual businesses. NICOLA TIDY, NOTTINGHAM CITY TRANSPORT LTD & CHAIR OF BID PLACE MARKETING ADVISORY GROUP 6 PLACE MARKETING Promotional image for 48hrs of Fashion 2012, Nottingham Council House. Photo by Guy Farrow. PLACE MARKETING 7 8 PLACE MARKETING CAMPAIGN & EVENTING WEBSITE VIP OFFERS & TREATS SCHEME In the last five years, Retail and Leisure BID events have attracted over 500,000 extra visitors to the city. From cultural events to Christmas activities, there are attractions for all age groups and sections of the community. The BID will continue to promote the city via integrated campaigning to raise awareness. Launched in 2011, the Leisure and Retail BIDs pulled together to create a consumer website (www.itsinnottingham.com). It tells visitors everything they need to know about Nottingham city centre’s shopping and entertainment facilities. It has proved a great success and is to continue as a key marketing platform for BID visitor experience messages and it is also strengthened by a powerful social media back-up. Part of the consumer site, VIP Nottingham provides discounts, treats and competitions to its members, downloaded as printable vouchers or direct to a mobile. The scheme is free for customers to join and free for BID businesses to participate in. With over 7,500 members signed up in the first year alone, it’s a great opportunity to attract new customers and build repeat business. BID EVENTS THE NEW WEBSITE HAS ENGAGED WITH 500,000 HAVE ATTRACTED OVER EXTRA VISITORS TO THE CITY THOUSANDS OF VISITORS TO THE BID AREA 7,500+ PEOPLE HAVE SIGNED UP TO RECEIVE VIP OFFERS IN ITS FIRST YEAR POSITIVE PR APP CONFERENCES & EVENTS Working closely with a local PR agency, the BID aims to create positive news stories that raise Nottingham city centre’s profile locally and nationally. BID events are supported by press releases and interviews to ensure maximum awareness. Online and offline media further afield have also been targeted with general interest editorial about the city’s businesses and services. Scheduled to launch in 2013, an exciting new mobile app will add a new dimension to the It’s In Nottingham digital experience. Offering up-to-the-minute information such as the ‘near me’ tool gives quick and easy access to nearby retail and leisure businesses and their VIP promotions. This will be a must-have tool for all smart-phone users. Conferences and other events can give a huge boost to the city’s economy, dramatically increasing trade for local retail, leisure and hospitality businesses. Each year the BID provides funding into a long term strategic partnership project to attract major events and conferences to the city, aiming to drive visitor expenditure into the local economy with an impact of £13 million and creating 200 jobs. COMBINED 2012 RETAIL & LEISURE ROI 14:1 EXCITING NEW APP CONTRIBUTING TO LAUNCH TO A BID FOR (Left) It’s In Nottingham and VIP offers app. OF FUNDING TO NOTTINGHAM IN THE NEXT 3 YEARS 2013 £750,000 PLACE MARKETING 9 PLACE MANAGEMENT CREATING A SAFE, CLEAN AND WELCOMING EXPERIENCE IN NOTTINGHAM CITY CENTRE IS A KEY BID OBJECTIVE, BOTH DAY AND NIGHT. THE BID’S FRONT LINE AND SUPPORT TEAMS ARE WORKING HARD TO IMPROVE THE ENVIRONMENT, ACCESS, SAFETY AND PARKING. STREET AMBASSADORS BUSINESS CRIME REDUCTION There’s nothing like a personal touch to ensure businesses get value from the BID and customers feel welcome. That’s why the BID’s team of Street Ambassadors are on duty throughout the day and evening, Monday to Saturday. As well as providing BID businesses with support, information and regular updates from the BID, they report safety, cleaning and other on-street issues to our relevant partners and ensure these are followed up, even removing minor graffiti where required. They are the friendly face of Nottingham city centre, providing advice and directions to the public, as well as information about events. In the original research for both the Retail and Leisure BIDs, crime and anti-social behaviour were identified as key issues by both visitors and business owners. The combined BID has responded by providing discounted membership to the city’s business crime reduction partnership - Nottingham Businesses Against Crime (NBAC). From 2013, the BID will be taking responsibility for the business crime reduction partnership in the city, including the provision of the city centre radio scheme. This will be through a new upgraded radio system which will be provided at a discounted cost to BID businesses. PROVIDING PROVIDING THE CITY 7,500 HOURS OF SUPPORT PER YEAR WITH A NEW, UPGRADED Nottingham’s Taxi Marshals are there to help people on their journey home from the city centre. Available every Friday and Saturday between 10pm and 4am, they provide efficient queue management at taxi ranks to minimise the risk of disputes and provide a friendly farewell. Since 2008 the teams have put in over 18,000 hours of service and will continue to do so into 2013 and beyond. 10 PLACE MANAGEMENT To attract visitors it’s important to keep the city uniformly clean and tidy. The BID wants to make sure there is a consistently well-groomed look and feel right across the city centre. Therefore, the BID have funded a specialist pavement cleaning machine which operates overnight, bringing the streets back to their original condition. This is a joint project with Nottingham City Council, who provide the staffing required to operate the machine. OVER 300,000 SQUARE METRES OF PAVEMENT RADIO SCHEME CLEANED IN 2012 TAXI MARSHALS Photo by David Baird, 2012. CLEANING OVER 18,000 HOURS OF TAXI MARSHALLING SINCE 2008 The BID plays an integral part in making the city centre a more welcoming place for visitors. By improving access, ensuring the streets are clean and free from graffiti, and by helping people feel safe and welcome we not only aim to increase the number of new visitors to the area, but also encourage return visits. NEIL FINCHAM, THE EXCHANGE & CHAIR OF BID PLACE MANAGEMENT ADVISORY GROUP Nottingham BID Street Ambassadors. Photo by David Baird, January 2013. PLACE MANAGEMENT 11 ACCESS AND CONVENIENCE PLAY A BIG APPEALING. THE BID AIMS TO HELP MAKE NOTTINGHAM OR PARKING & TRANSPORT SIGNAGE & MAPS In 2012 the Retail and Leisure BIDs worked hand-in-hand and commissioned an independent and much needed review of the city’s parking provision. Many elements of the report were actioned by Nottingham City Council, which consequently led to price reductions for on-street parking. The BID will continue to work with parking providers and the city’s sustainable transport offer, to create ease of access for all. As well as making it easy for people to get in to Nottingham city centre, the BID want to help them get around and make the most of their visits, discovering new shopping, dining and leisure experiences. The ‘It’s In Nottingham’ app will provide digital signposting to visitors, and will be supported by printed maps to aid navigation around the heart of the city. WE HAVE WORKED TOWARDS CHEAPER PARKING FOR VISITORS It’s In Nottingham Christmas 2012 tram wrap. 12 PLACE MANAGEMENT AS WELL AS MAKING IT EASY FOR PEOPLE TO GET IN TO NOTTINGHAM CITY CENTRE, THE BID WANT TO HELP THEM GET AROUND AND MAKE THE MOST OF THEIR VISIT, DISCOVERING NEW SHOPPING, DINING AND LEISURE EXPERIENCES ROLE IN MAKING A PLACE E THE CHOICE EASY: NOTTINGHAM! STREET PASTORS The Leisure BID supported the set-up of what is now the largest Street Pastor scheme in the UK. The Street Pastors are a team of volunteers who provide on-street support for the city’s night time visitors every Friday and Saturday night, engaging with people on the streets, providing a reassuring and caring presence in the city. The Street Pastor scheme in Nottingham is coordinated by the Malt Cross Trust, an ecumenical project and cafe bar. Each year the BID provides funding to help with training and equipment costs. It will continue to do so through to 2015 as a recent Leisure BID survey showed this service as hugely important to the city. The BID has also provided funding towards the cost of the Safe Space, a place where Street Pastors can take people who need additional assistance, such as first aid or a place to wait if they have been separated from their friends. BUSINESS COMMUNICATION The BID will provide online information for all BID businesses alongside regular email and printed communications to keep everyone up-to-date with BID delivery and relevant industry news. THE STREET PASTORS PROVIDE ON-STREET SUPPORT FOR THE CITY’S NIGHT TIME VISITORS EVERY FRIDAY AND SATURDAY NIGHT PLACE MANAGEMENT 13 FLORAL In June 2011 the BID launched the awardwinning Floral Trail. Set to return in 2013, floral sculptures will continue to brighten the city during the summer months. THE BID LAUNCHED NOTTINGHAM’S AWARD-WINNING FLORAL TRAIL 14 PLACE MANAGEMENT 2 ONLY TRAINING Since 2008 training has been provided to numerous employees in BID businesses. For example, with partner Fraser Brown, the BID offered free ‘Due Diligence’ training for staff working in licensed premises. Having so many businesses involved in the BID gives it strong buying power. Therefore, the BID is able to negotiate substantial discounts on many of the courses, such as first aid, social media marketing and food safety level two, many of which the BID further subsidises for its members. These courses are hugely popular and will continue through to 2015. FROM FIRST AID TO FOOD SAFETY THE BID PROVIDED 9 TRAINING COURSES IN 2012 FOR 180 OF ITS MEMBERS PLACES IN THE EAST MIDLANDS HAVE BEEN AWARDED THE PURPLE FLAG. THANKS TO THE WORK OF THE BID, NOTTINGHAM IS ONE OF THEM PURPLE FLAG Purple Flag is a national award scheme that recognises excellence in the night-time management of town and city centres. In the same way that a Blue Flag marks a high quality beach, a Purple Flag is the sign of a place that offers a good night out in a safe, pleasant environment. In June 2010, Nottingham was one of only nine places in the UK to win this prestigious award, and still remains one of only two Purple Flag locations in the East Midlands. The BID will continue to work hard to retain this prestigious award and make people aware of it and the benefits related to this status. THE PURPLE FLAG MARK IS NOT ONLY A SIGN OF QUALITY, IT’S ALSO A USEFUL MARKETING TOOL THAT PROMOTES CONFIDENCE IN THE NOTTINGHAM CITY CENTRE BRAND PLACE MANAGEMENT 15 LICENSING Nottingham Leisure BID arranged for Gus Jaspert, Head of Drugs and Alcohol at the Home Office to visit Nottingham, December 2011. BARS, PUBS AND CLUBS PLAY A VITAL ROLE IN NOTTINGHAM’S CITY CENTRE ECONOMY. TOGETHER WITH PROJECTS SUCH AS TAXI MARSHALS AND STREET PASTORS, THE BID RETAINS A SPECIFIC FOCUS ON LICENSED BUSINESSES TO GIVE THEM A VOICE AND HELP THEM PROMOTE RESPONSIBLE DRINKING REPRESENTING THE LICENCED TRADE It’s important for Nottingham’s licensed businesses to be properly represented when dealing with issues which have a direct impact on their industry. The BID help by collating views and experiences, then coordinating a coherent response to consultations and changes in legislation, such as changes to the Licensing Act and PPL music charges. We have even actively lobbied on behalf of businesses at a national level to ensure the voice of the licensed trade is heard. 16 LICENSING PARTNERSHIP WORKING The BID works closely with Nottinghamshire Police, Nottingham City Council, the Universities, Street Pastors, the Nottingham Crime and Drugs Partnership and other partners, acting as a link between them and licensed businesses in the city centre. This fosters good relationships and information sharing. BEST BAR NONE Best Bar None is a Home Office-supported national scheme, aimed at promoting responsible management and operation of licensed premises. Managing the Nottingham scheme, the BID continues to encourage BID businesses to achieve accreditation in this annual scheme, demonstrating to customers that they care about providing a safe and welcoming environment for them. The 2011/2012 scheme saw 42 venues achieving accreditation; we aim to grow this by at least 20% year on year. The licensed trade faces unique challenges, including changing legislation and a need to balance commercial concerns with a duty to promote responsible drinking. The BID enables better communication between businesses, licensing authorities and other stakeholders. DAVID LUCAS, FRASER BROWN & CHAIR OF BID LICENSING ADVISORY GROUP LICENSING 17 PROJECTED INCOME AND EXPENDITURE This is an exciting time for the Nottingham BID. During 2013-15 it will be building on the outstanding achievements of each BID and consolidating them to deliver an even better visitor experience. Seamlessly linking the retail and leisure economies, this integrated approach will create major opportunities, not only for cooperative marketing, but also for sharing of ideas and resources. The merger brings with it a number of benefits to BID members including increasing the amount of money spent on front-line projects to help boost business in the city centre without it costing businesses any more than they previously paid. Projected Income and Expenditure INCOME FROM 2013 2014 2015 BID Levy Other Income £780,500 £61,170 £803,900 £25,000 £828,000 £25,000 Total Income £841,670 £828,900 £853,000 2013 2014 2015 Place Marketing Place Management Licensing Contingency £351,136 £288,706 £16,500 £10,000 £354,762 £266,006 £16,500 £10,000 £364,906 £273,612 £16,500 £10,000 Total Activity Cost £666,342 £647,267 £665,018 2013 2014 2015 £136,232 £31,750 £136,232 £31,750 £136,232 £31,750 £167,982 £167,982 £167,982 PROGRAMME EXPENDITURE MANAGEMENT COSTS Management Costs Levy Collection Costs Total Management Cost TOTAL EXPENDITURE £834,324 £815,250 £833,000 The BID continues to work closely with Nottingham City Council and other partners to find new ways of benefiting BID businesses and bringing economic growth to the city centre. The BID continues to be committed to raising standards to the highest levels possible and creating a better environment for trade to flourish. 18 BUDGETED INCOME AND EXPENDITURE KEY The definition of ‘Retail’ for the purposes of the Nottingham BID is any rateable commercial unit from which goods and/or services are sold through an interface with customers. Each ‘Retail’ property, including those previously referred to as ‘Leisure’, within the original Retail BID area with a Rateable Value of £15,000 or more, that is subject to Business Rates, is required by law to pay an annual levy of 1.25% of its Rateable Value until the end of the five year term of the BID (December 2015). The maximum amount due from any single businesses will be £15,000. FACTS ABOUT THE LEVY 3% The levy is annually increased by up to meaning that the applicable full levy rate for 2013 is 1.33% of the Rateable Value. Properties that are used for charitable purposes or that are trading from within managed shopping centres will be entitled to a discounted rate of 0.79% of the Rateable Value in 2013. Any business that falls outside the BID boundary or is underneath the £15,000 Rateable Value threshold will be able to make a voluntary contribution to the BID and still benefit from its projects and services. Businesses previously in the Leisure BID will pay a lower rate of levy in 2013 than they did before: 1.33% rather than 1.69%* whilst businesses with charitable status or those based within a managed shopping centre will be subject to a levy of 0.79%. *2012 Nottingham Leisure BID levy rate KEY FACTS ABOUT THE LEVY 19 MAP OF BID AREA on gd on nt Hu St eld Rd St Mansfi k Yor The combining of the Retail and Leisure BIDs into one entity means that a number of areas no longer remain in the BID zone. The darker areas are previous Leisure BID areas which now fall outside the boundaries. Shak espe ar St Gl rch St N Chu S Sherwood St se ou sh as ng Ki St East St Brightmoo r St coat Heath t t es ’s S m Wee k day rL Fr ia n Dean St BROADMARSH CENTRE ill rt H Sho Cro ss Middle Hill aria id M Ma St rd nfo Sta Lister Gate an St e Ja t St rL e St tr Pump Fisher Martinal ay nW Cliff Rd Ln Colin St al St Can London Rd Canal St Wilfo rd Station St Wilfo rd Rd ton St Trent St g Carrin St Canal St PREVIOUS LEISURE BID AREA THAT WILL FALL OUTSIDE COMBINED BID AREA No mandatory levy will apply. Businesses can participate by becoming an ‘Affiliate’, or a ‘Friend of the BID’ if RV is less than £15,000. An Affiliate membership will be charged at the same rate that would apply should a mandatory levy be chargeable, whilst the ‘Friends of the BID’ scheme membership costs £150 per year. 20 MAP OF BID AREA Queen’s Rd N MAP NOT TO SCALE St Fr ia ey St Gate Broadway Low Pavement ent Lower Parliam Barker Gate Ston St Mary’s e Gat Halifax Pl w l Ro tle Cas ate King’s Pl th Gate nie te Ga Pl un Belward St Riste’s Mo kS roo Woolpack Ln r Gate Warse Bridlesmi Spa ds un Ho Ga te RV £15,000 or above: Levy in 2013 will be 1.33% of RV, or for charities or those in shopping centres, 0.79%. RV under £15,000: No mandatory levy, but you can participate by becoming a voluntary contributor through the ‘Friends of the BID’ scheme (£150/year). nb Victoria St Wh ee ler G stle Ca COMBINED BID AREA MANDATORY LEVY APPLIES Cra pl t ay nW ria Ma ey St ad S t Thurland St t gS St Kin id Ma ml St Pelham St MARKET SQUARE Bro on gd on nt Hu Bro rge S St Linc Smithy Row Long Row N t oln S Clumber een Market Street l olk P Norf Hill Qu use Upp Glasshouse Geo Ho t ent S rliam er Pa KEY St Lower Parliament Upper Parliam St Clare ent St n St Mito t ey S Wollaton St Toll Derb y Rd St VICTORIA CENTRE n St a Form Harl Wollato n Ed w ar d St St Burton St Talbot St Gate Nottingham Council House at night. Photo by David Baird, 2012. MAP OF BID AREA 21 GET INVOLVED! The Nottingham BID Committee, January 2013. THE BID EXISTS TO BENEFIT YOU – THE BUSINESSES THAT TRADE WITHIN ITS BOUNDARIES. THAT’S WHY THE BID WOULD LOVE YOUR INPUT AND COMMITMENT TO MAKE IT WORK BID COMMITTEE The BID Committee is made up of levy paying businesses together with co-opted members. The BID Committee is elected annually, subject to its rotation process, and meets four times a year. ADVISORY GROUPS The new Nottingham BID has put in place three Advisory Groups, each of which focuses on a key aspect of the BID strategy: • Place Marketing • Place Management • Licensing They aim to shape and drive the projects that the BID operationally delivers, ensuring they achieve maximum benefits for the BID businesses. The Chair of each group is also a Director and reports from the Group into the BID Committee. Membership of an Advisory Group can be extremely rewarding, as well as providing a useful forum for networking and sharing ideas. HAVE YOUR SAY You don’t have to join our BID Committee or our Advisory Groups to get your voice heard. We regularly consult with businesses in the BID area to get their views on key issues. We’re also keen to hear your suggestions for additional activities or initiatives which you think would benefit your business and others. If you would like to arrange a discussion with one of our team, please get in touch. HOW TO CONTACT US: NOTTINGHAM BID OFFICE SUITE RAMADA HOTEL WOLLATON STREET NOTTINGHAM NG1 5FW E: INFO@NOTTINGHAMBID.COM If you would like to join one of the groups, please get in contact. Follow Nottingham BID on Follow itsinnottingham.com on 22 GET INVOLVED /nottinghambid /itsinnottingham @nottinghambid @itsinnottingham BID DELIVERY PLAN 23 FORMERLY KNOWN AS Office Suite, Ramada Hotel, Wollaton Street, Nottingham NG1 5FW www.nottinghambid.com