BID Leicester 2023-28 Business Plan

BID LEICESTER BUSINESS PLAN 2023–2028

BID LEICESTER

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BUSINESS PLAN 2023–2028

INTRODUCTION FROM THE BID CHAIR AND DIRECTOR economic impact of over £15 million.

This additional revenue is critical to the growth, prosperity, and strength of businesses in the city.

ANGUS FRASER, BID CHAIR

SIMON JENNER, BID DIRECTOR

Since it was formed in 2018, BID Leicester has bought businesses together to ensure growth and prosperity, gaining a reputation for decisive action, creativity and partnership working. In that time, the BID has delivered an outstanding programme of projects and services that make a real difference to Leicester city centre businesses and to those who live, work and study here.

Recently, Leicester has been recognised as the best place to live and work in the East Midlands, with thriving visitor numbers ranking 10% above the regional benchmark for footfall in 2021. Despite the challenges of remaining in lockdown longer than any UK city, the determination shown by Leicester businesses to survive and flourish has been truly inspiring. The BID has played a critical role during this challenging time, proactively representing the interests of businesses in the local and national media and working in partnership to drive Leicester’s economic recovery.

A huge amount has been achieved in the BID’s first term. Delivery of a vibrant programme of events, such as Light Up Leicester, Bring the Paint, Brew Beat and Leicester Restaurant Week has resulted in direct economic return for businesses in the area. Over 400,000 people have attended BID supported events to date, resulting in an

As well as successful large-scale events and campaigns, our Street Ambassador service continues to make a practical impact, supporting stock loss prevention for retailers, assisting and signposting visitors or identifying issues like fly tipping and graffiti tagging in the public realm. Additional street washing services delivered in partnership with Leicester City Council also mean that the city centre has never been cleaner.

The future of the city looks bright for so many reasons, with a great range of both independent businesses and multi-nationals, a vibrant cultural scene, and the youth and diversity of our growing population. Leicester is poised to be in an even better place, but now is a pivotal moment in the future of our city centre and we must not lose momentum. After all that has been achieved and learned in the first BID term, there is an opportunity to build upon the successes and insight gained over the last five years.

This proposal draws on extensive engagement with over 350 businesses to outline our future plans ahead of the ballot. It contains no sloganeering and no gimmicks, but instead outlines a clear vision, and a simple but ambitious plan that we know the BID Board and Team has the capability to deliver.

Partnership working is integral to these plans, and it is only through the collective efforts of businesses, together with Leicester City Council and our other partners, that we can realise the city’s full potential.

However, without your support this will not be possible. A ‘YES’ vote at the ballot will enable us to continue in our unrelenting efforts to get the best for you — our businesses — and for the city centre, and to deliver this exciting, ambitious plan for Leicester.

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BID LEICESTER

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Photo credit: Ian Davis, Leicester City Council

BUSINESS PLAN 2023–2028

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BID LEICESTER

VOTE YES FOR: £4.5m of new investment in the city centre An ambitious programme of high-quality public events and art installations to drive visitor numbers, dwell time and spend Street Ambassador service to support businesses and enhance the visitor experience Large scale marketing campaigns promoting independent businesses, high street retailers, food and drink, leisure, culture and tourism including local and national PR and press exposure 6

Cleaner city centre, additional street washing, graffiti and chewing gum removal services Safer streets through a reassuing uniformed presence of Street Ambassadors combined with a range of initiatives to promote safety at night including targeted St John’s Ambulance services The Leicester Gift Card and loyalty app directly generating and ‘locking in’ spend to city centre businesses Stronger voice and influence for city centre businesses.

BUSINESS PLAN 2023–2028

WHAT IS A BUSINESS IMPROVEMENT DISTRICT (BID)?

A BID is a business led and business funded body formed to deliver improvements through additional services to a defined commercial area. The remit of BID Leicester has been determined and will be controlled by the businesses within the BID area.

BID Leicester was established in February 2018 and has delivered four years of activity to date in line with its 2018–2023 business plan.

A BID can only be formed following consultation and a ballot in which businesses vote on the business plan. Upon a successful ballot, a BID can operate for a maximum of five years. Towards the end of the BID term, another ballot must be held to continue for a second BID term. There are currently circa 330 BIDs in the UK.

BID Leicester will be funded by a 1.25% levy on all business rate payers in the city centre BID area, with a rateable value over £20,000.

The benefits of BIDs cited by the businesses they represent are wide-ranging and include: •

Businesses decide and direct what they want for the area

•

Businesses are represented and have a voice in issues affecting the area

•

BID levy money is ring fenced for use only in the BID area — unlike business rates which are paid into and redistributed by government.

BIDs are non-profit companies, whose governance is sourced from the businesses that fund the BID. The principle behind a BID is that it is run by businesses, for businesses and controlled by organisations with a business mind-set.

Exempt businesses below this rate are not eligible to vote but are not excluded as their businesses will still benefit from BID activity. Their views are important and should be heard. Businesses within the BID area that fall below the levy threshold are invited to make a voluntary contribution to join the BID and benefit directly from it. Businesses that are located outside the BID area but are strategically important to the city are invited to discuss the possibility of joining the BID as a top-level levy payer.

“JOHN LEWIS HAS PLAYED A LEADING ROLE IN SHAPING THE DIRECTION OF BID LEICESTER, WORKING ALONGSIDE OTHER BOARD MEMBERS TO IMPROVE THE OVERALL EXPERIENCE FOR THOSE WHO LIVE, WORK AND VISIT THE CITY. I’M EXCITED TO CONTINUE THIS WORK, BUILDING ON THE STRONG PARTNERSHIPS THAT HAVE BEEN FORMED AND MAKING A REAL DIFFERENCE IN THE CITY.” BOB GILL – HEAD OF BRANCH, JOHN LEWIS

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BUSINESS PLAN 2023–2028

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BID LEICESTER

THE STORY SO FAR SPEND PROFILE FOR BID TERM 1: 2018–2023.

Operating Costs Business Voice

20% 39% 17%

Clean Safe Attractive Marketing

24% 10

BUSINESS PLAN 2023–2028

£3.7M

406,000

£401,555

additional income generated

£313,523

71%

Over

total spend (projected term 1 2018–23)

of our expenditure is with local businesses and goes back into the local economy, amounting to £2.63 million spent with local businesses

people attended BID supported events, adding over £15 million to the local economy*

savings identified and £90,024 realised for levy paying businesses

7.4M

social media impressions to date

* Figures from 2018 average spend for domestic day in England £37.05 from Visit Britain

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BID LEICESTER

THE FIRST BID TERM 2018–23 DURING THE FIRST BID TERM WE HAVE FOCUSED ON THREE KEY THEMES:

• A CLEAN, SAFE AND ATTRACTIVE ENVIRONMENT • RAISING LEICESTER’S PROFILE THROUGH HIGH QUALITY MARKETING • CREATING A STRONG BUSINESS VOICE WITHIN LEICESTER

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BUSINESS PLAN 2023-2028

BID LEICESTER’S RESPONSE TO COVID-19 BID Leicester stepped up with a proactive and practical response to Covid-19, providing regular email updates explaining changing regulations and grant funding, sanitizer, floor stickers and additional street washing to keep the city safe and clean.

BID HELPED TO SECURE AN ADDITIONAL £2.6 MILLION BEING ALLOCATED TO THE CITY

•

4 Letters sent to the Chancellor working in partnership with Leicester City Council and other key partners to lobby for extra financial support and resulting in an extra £2.6 million allocated to the city’s businesses

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13 businesses and stakeholders recruited to form an Economic Recovery Partnership, to develop a plan to enable businesses to reopen safely and effectively. This included outdoor dining and events to attract footfall and boost business trade

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30 email updates sent to businesses explaining changing regulations and grant funding, and a news service webpage created and updated daily to keep businesses informed

•

1,029 floor stickers and social distancing signage distributed

•

65 Litres of hand sanitiser provided to BID businesses

•

1 webinar arranged with HR expert to address questions on the furlough scheme

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BID LEICESTER

A CLEAN, SAFE, ATTRACTIVE ENVIRONMENT: WE PROMISED “TOGETHER WE WILL CREATE A CLEANER, GREENER, SAFER, MORE ATTRACTIVE ENVIRONMENT”

STREET AMBASSADORS

EMPTY UNITS

A uniformed and highly visible Ambassador team to patrol the BID area, giving reassurance and information to businesses and visitors alike.

Working with landlords to ensure an improvement in the presentation of empty units, by window dressing and quality pop-up shops.

WELCOME TO LEICESTER

CUSTOMER SERVICE

Improvement of the welcome to Leicester at key arrival points in the city centre.

Customer service skills training to be available to businesses, helping to position the city centre as a must-go to destination.

DRIVING THE EVENING ECONOMY Introduction of initiatives to help build a reputation for the city centre as a safe, vibrant place for all to enjoy.

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BUSINESS PLAN 2023–2028

WE DELIVERED •

Our Street Ambassador service has covered 16,493 miles in walking patrols across the city centre, welcomed and signposted 4,077 visitors, and carried out 23,599 business interactions.

•

Identified, reported and resolved 2,006 street issues, including 1,402 graffiti tags, fly tipping and anti-social behavior.

•

An enhanced street washing service, providing 18 additional hours of street washing per week provision per annum, resulting in an additional 2,754 hours of provision and a cleaner environment for businesses and visitors alike.

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A hard copy and digital This is Leicester guide, viewable to tourists and visitors at key arrival points in the city and directing them to specific BID levy payer businesses via 10,000 strut cards displayed in hotels across the city centre.

•

•

Secured Purple Flag accreditation, showcasing the quality of the city’s evening economy offer and the partnership working that is in place to support safety at night.

Collaborated with Safer Leicester Partnership to secure £33,000 of match funding, which established a St. John’s Ambulance first aid service to keep people safe at night. The service has treated 102 individuals with an estimated saving to the NHS of £19,410.

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11 bodycams for use by evening and nighttime economy businesses.

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An online video campaign generated 496,068 impressions through high-quality promotional films focusing on the leisure, culture, food and drinks sectors, resulting in increased visibility for Leicester’s evening economy businesses.

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Two innovative projects transformed 18 vacant unit windows, through collaboration with local artists. The most recent project incorporated local stories, artists, and augmented reality to elevate unattractive vacant units into cutting edge visual arts experiences.

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Give Leicester in partnership with the Homelessness Charter and Leicester City Council.

This is an innovative contactless giving project that has installed 16 giving points in the windows of businesses and generated more than £35,000 in donations enabling 10 homeless people to secure permanent accommodation.

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Training courses enabling 152 BID levy payers to improve their digital skills, customer service and sales skills. The courses received a 95% satisfaction rate.

“THE ADDITIONAL SERVICES, INITIATIVES AND EVENTS THAT ARE MADE POSSIBLE THROUGH THE SUPPORT AND SPONSORSHIP OF THE BID ARE OF ENORMOUS BENEFIT TO THE CITY. LEICESTER CITY COUNCIL HAS AN EXCELLENT WORKING PARTNERSHIP WITH BID LEICESTER, WHICH HAS INCREASED THE ABILITY TO TRY OUT NEW IDEAS AND PROJECTS, HELPING TO CREATE A MORE VIBRANT PLACE FOR PEOPLE TO VISIT, LIVE AND WORK.” SIR PETER SOULSBY – CITY MAYOR

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BID LEICESTER

HIGH QUALITY EVENTS AND MARKETING: WE PROMISED “TOGETHER WE WILL RAISE THE PROFILE OF LEICESTER AS A RECOGNISED DESTINATION OF CHOICE THROUGH CONSISTENT AND HIGH-QUALITY MARKETING WHICH WILL ATTRACT BOTH INVESTMENT AND PEOPLE TO THE CITY”

CITY CENTRE GUIDES

TOURISM AND HOSPITALITY

To promote all there is to see and do in the city centre, developing guides in both digital platforms and print.

To provide marketing support to build on the city’s international recognition, attract regional, national, and international visitors and to help position Leicester as a top UK leisure and tourism destination.

RETAIL DESTINATION Marketing support to position the city centre as a top regional retail destination.

SUPPORT FOR INDEPENDENTS To provide support for and promotion of independent businesses to raise their profile and help them successfully embrace changing consumer behavior and patterns.

CULTURE To support Leicester’s cultural industries and arts festivals to grow audiences and build the city’s reputation as a great place for culture through marketing initiatives.

AFTER WORK CULTURE To target companies and their employees to encourage and incentivise them to engage with the wide range of retail and leisure opportunities available.

“I HAVE SEEN A DIRECT POSITIVE IMPACT FROM BID LEICESTER PROJECTS AND INITIATIVES OVER THE LAST FIVE YEARS, INCLUDING WELCOMING NEW CUSTOMERS THROUGH THE DOOR THROUGH BEING A BID SOCIAL VENUE, BEING A PARTNER OF BREWBEAT CRAFT BEER FESTIVAL, AND BEING INCLUDED IN A SERIES OF SHORT FILMS PROMOTING THE EVENING AND NIGHT-TIME ECONOMY. THESE INITIATIVES HAVE INCREASED SALES, PROMOTED MY BUSINESS IN A POSITIVE LIGHT AND PROVIDED NEW TRADING POSSIBILITIES.” BILLY ALLINGHAM – STEAMIN’ BILLY BREWING CO. & EAST STREET LANES 16

EVENTS To develop an events programme in addition to the city’s established festival and events calendar, specifically designed to drive sales, and to provide support for businesses to engage with this type of activity.

MORE PEOPLE FOR LONGER Support the promotion of extended shopping hours, overnight stays and weekend breaks and the range of experiences and activities in the city centre to increase footfall, length of stay and average spend.

BUSINESS PLAN 2023–2028

WE DELIVERED •

•

•

•

Leicester’s first ever Christmas TV advert in 2019, followed by a second advert in 2021, which aired on over 100 Sky channels within 25 miles of Leicester. This campaign received a total of 806,532 views. In addition, 125,000 leaflets were also distributed door-to-door to promote Christmas activity and encourage shopping in the city centre in 2021.

The Leicester Gift Card to promote BID businesses and ‘lock in’ spend within the city, with total sales to date of £58,925 and 163 businesses accepting the card.

The LoyalFree app and trails, which have provided businesses with an opportunity to increase customer loyalty, and currently has 11,477 engaged users and over 169 businesses signed up. This has resulted in 16,999 ‘redemptions’ generating real spend with levy paying businesses.

LoyalFree Market Place has also offered free online trading facilities to smaller businesses that did not previously have this in place.

A public facing Independent Leicester sub-brand and campaign, which has generated 295,449 impressions via blog and social media posts to promote the rich variety of Leicester’s diverse independents. This means that independent businesses, including those below the levy threshold can benefit from a web listing at www.independentleicester.co.uk and receive a window sticker identifying themselves as part of the campaign.

•

An exciting arts and culture events programme as a compelling reason to visit the city with over 406,000 attending across all events. Events included Curve on the Square, Light Up Leicester, Bring the Paint, Architects of Air Luminarium, Rhizome, BrewBeat and Leicester Restaurant Week.

•

Dine in the Square provided more outdoor seating in an attractive green space for the public to use, resulting in additional sales of £10,431.

•

Art on Tap, a series of 8 colourful murals with a theme of reconnection, were created in pub gardens across the city, encouraging people to visit these locations whilst also enriching the cultural imprint and attractiveness of the area.

•

The first ever Leicester Restaurant Week, promoted through a high impact marketing campaign, resulted in approximately 2,000 extra meals being served from 30 participating restaurants.

•

The Yoello mobile ordering platform, facilitating businesses during reopening as a method of supporting local businesses during Covid restrictions, with more than £1m of transactions.

•

A footfall tracking service to the city for the first time, enabling businesses to better understand footfall trends. This proved to be invaluable data during Covid and monitoring the effects of restrictions as well as tracking the positive impact of BID events throughout the term.

17

BID LEICESTER

STRONG BUSINESS VOICE: WE PROMISED “TOGETHER WE WILL PROVIDE LEICESTER BUSINESSES WITH A STRONG VOICE, SUPPORT AND ENGAGEMENT”

BUSINESS VOICE

START-UP SUPPORT

To enable businesses to have a collective voice to influence decisions impacting on future business performance.

To offer entrepreneurs start up support for small independent businesses, to ensure a thriving economy and increase opportunity in the city centre.

SUPPORT AND ENGAGEMENT

COLLECTIVE BUYING

To develop a programme of business support including training, skills, and engagement opportunities to encourage businesses to network and share common goals.

To deliver economies of scale for businesses through collective buying of services.

BUSINESS FORUM

To offer businesses support for IT and digital training, helping them deliver cost effective marketing initiatives across a variety of digital platforms.

To put in place a supportive forum to provide a platform to raise important issues and ideas at a local and national level.

GRADUATE OPPORTUNITIES To help develop the strength of partnerships with the universities and businesses, to promote graduate opportunities and improve graduate retention in the city centre.

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IT AND DIGITAL TRAINING

EMPLOYEE REWARDS The introduction of initiatives for all employees of BID member businesses, entitling them to exclusive special offers and VIP invitations to events.

BUSINESS PLAN 2023–2028

WE DELIVERED •

Six steering groups, to help shape our delivery in line with the aspirations of BID Levy paying businesses.

•

An annual survey providing BID levy payers with the opportunity to provide feedback on the BID’s delivery against the business plan’s aims and to share ideas and suggestions.

•

Advocacy on behalf of businesses during Covid ‘lockdowns’, lobbying government and acting as a unified media voice in close partnership with Leicester City Council and other key partners.

•

Robust representation of businesses through securing extensive media coverage, including regular appearances on BBC East Midlands Today, BBC Breakfast News, ITV Central News, BBC Radio Leicester and Leicester Mercury/Leicestershire Live. We also brokered PR, press and media opportunities for BID businesses.

•

Opportunities for businesses to network and feedback ideas and concerns via events such as the Leicester Business Festival and BID Socials.

•

A BID Voluntary Contribution scheme for businesses below the £20k rateable value threshold. 25 business have committed to this scheme to access full BID business benefits

•

An effective partnership with De Montfort University and University of Leicester to promote city centre businesses to Freshers and welcome them to Leicester, including signposting to LoyalFree and Independent Leicester to create stronger links and partnerships between universities and city centre businesses.

•

A new start up project with De Montfort University to support budding entrepreneurs via workshops, mentoring and provision of space.

•

A Savings Advisory Service that has identified savings of £313,523 and realised savings of £90,024.

•

Digital training to 60 businesses, as well as offering LoyalFree online marketplace, which provides an online trading platform to those without online sales facility.

•

Subsidised events in the form of BID Socials, as an employee benefit for those working for BID businesses. This allowed BID levy payers and their employees to discover businesses in the city centre after work, with 18 businesses showcased as venues and over 400 attendees.

19

BID LEICESTER

20

BUSINESS PLAN 2023–2028

21

BID LEICESTER

THE NEXT CHAPTER BUSINESS PLAN CONSULTATION An extensive consultation process was undertaken including outreach surveys conducted by the Street Ambassador team (December-January 2021) and events including Leicester Business Festival (November 12th 2021), drop-in sessions for Retail (March 16th 2022), Food and Beverage / Evening and Night Time Economy (March 17th) and Professional Services (March 18th). Informal consultations also took place through a series of meetings with businesses across a six month period.

BID Board members representing the interests of BID levy paying businesses provided feedback and direction through Board meetings on December 15th 2021 and March 21st 2021 as well as via specific Business Plan Development sessions. In addition, the circulation of a Consultation Document gave all levy paying businesses the chance to feedback digitally and in person.

22

4%

WHO?

BUSINESS PLAN 2023–2028

45%

353 written responses (62% of levy payers) responded to the consultation:

32%

F&B / Hospitality* Leisure Professional Services Retail

7%

Other

12%

*73 of which are ENTE businesses

WHAT? 1.

87% of respondents wanted our three strategic themes to stay the same.

2.

3.

We asked you to rate various project ideas in relation to their importance to you and your business.

Sustainability and green initiatives were seen as the most important new priority by consultees.

Keeping the streets clean Programme to drive footfall Street Ambassadors Independents Services to support the ENTE Sustainability / ‘green’ initiatives

72% 70% 69% 65%

83%

Figures shown represent respondents who answered either 4 or 5, with 5 being most important.

91%

23

BID LEICESTER

WHAT WILL BID LEICESTER DELIVER IN THE NEXT TERM? The recent consultation process shows that the majority of BID businesses strongly believe that the strategic themes in the first Business Plan should remain as the priorities for this new plan.

WHAT’S NEW IN THIS PLAN? •

A strong focus on sustainability, green initiatives and spaces. This will include a series of projects that will aim to help businesses reduce carbon footprint and increase cost efficiency. We will play our part in ensuring that Leicester is one of the UK’s most progressive cities in its approach to sustainability.

•

A stronger focus on specific sub-sectors and types of business — whether you are a professional services business, a retailer, pub, bar, restaurant, theatre, cinema or leisure business — this plan will give you frequent opportunities to participate in creating the best possible city centre.

•

A new programme of outstanding arts and cultural events — building on the success of events such as Light Up Leicester 2022 to bring vibrancy to the city and a measurable increase in visitor numbers, dwell time and spend.

•

The involvement of the University of Leicester as a top rate voluntary scheme member, will benefit students, graduates, staff, and the city’s economy. With both universities actively participating in the BID from 2023-2028 we will deliver added economic value for city centre businesses and work in partnership to retain vital skills for the city in the long term.

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BUSINESS PLAN 2023–2028

“BID LEICESTER IS NOT ONLY AN IMPORTANT ASSET TO LEICESTER’S BUSINESS COMMUNITY, BUT OUR CITY AS A WHOLE. IT WAS THROUGH THESE SHARED OBJECTIVES OF MAKING LEICESTER A BETTER PLACE TO LIVE, WORK, VISIT, STUDY AND DO BUSINESS, THAT WE FELT WORKING IN PARTNERSHIP WITH THE BID WAS A NATURAL NEXT STEP IN THE UNIVERSITY’S OWN SUPPORT FOR THE CITY AND WIDER REGION. BECOMING A VOLUNTARY BID MEMBER WILL ALLOW US TO ENHANCE THE UNIVERSITY’S PARTNERSHIP WORKING WITH LOCAL BUSINESSES TO NOT ONLY SUPPORT THE LOCAL ECONOMY, BUT TO CREATE A MORE VIBRANT STUDENT EXPERIENCE.” PROFESSOR NISHAN CANAGARAJAH – PRESIDENT AND VICE-CHANCELLOR, UNIVERSITY OF LEICESTER

25

BID LEICESTER

CLEANER, GREENER, SAFER, MORE ATTRACTIVE WE WILL CREATE A CLEANER, GREENER, SAFER, MORE ATTRACTIVE ENVIRONMENT

ENVIRONMENTAL SUSTAINABILITY AND GREENING Partner with Leicester City Council on projects to green the city centre by installing features and planting to enhance the public realm, absorb carbon and improve the air quality for all.

Explore the viability of renewable energy infrastructure for city centre businesses to reduce emissions and provide green, cost-effective power in partnership with Leicester City Council.

Develop schemes to increase re-use and recycling of materials by businesses and to reduce the volume of single-use plastics.

Support green transport initiatives including the Ride On e-bike scheme, improved bicycle parking infrastructure, electric buses, and park & ride.

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Sponsorship of E-bikes scheme with free membership for BID levy paying business employees. Periodic discounts for visitors to the city centre during key festivals and events to encourage sustainable and affordable transport choices.

STREET AMBASSADORS A friendly, highly visible team of Street Ambassadors to welcome and provide information to both visitors and businesses. Working closely with the police, City Wardens and outreach teams to report and monitor on street issues and anti-social behaviour.

The team is first aid trained and will provide vital ‘eyes and ears’ to identify and respond to issues and emergency situations as well as offering a reassuring presence to businesses and visitors alike.

CLEANER We will invest in additional street washing service hours of operation, graffiti removal and a new chewing gum removal service to help provide a clean, attractive city centre for all.

BUSINESS PLAN 2023–2028

BUSINESS CRIME REDUCTION PARTNERSHIP

WELCOME TO LEICESTER

Collaborate with City Watch Leicester and Leicestershire police to support businesses to combat business crime, including addressing shoplifting and stock loss.

Offer visitors a warm welcome to the city from our Street Ambassadors and provide signposting tools such as This Is Leicester digital guide and LoyalFree app.

HOMELESSNESS AND ROUGH SLEEPING

A SAFE EVENING AND NIGHTTIME ECONOMY (ENTE)

Play an active role in the city’s partnerships to help to address homelessness. This will include growing the Give Leicester contactless giving campaign to facilitate public donations to approved charities.

This will offer a secure and viable method of helping homeless people, which help address the problem of begging in the city centre. Donations will directly support the transition of people to permanent accommodation and employment.

Support a safer ENTE through first aid medical provision during busy weekends and provision of bodycams to key venues. Retain the city’s Purple Flag status and work with businesses to achieve Best Bar None accreditation so that the city is a safe, vibrant and exciting place to enjoy at night.

TACKLING ANTI-SOCIAL BEHAVIOUR Proactive partnership working with the Street Lifestyle Operations Group to identify and respond to individuals exhibiting challenging behaviour. This will include close liaison with CCTV headquarters via City Watch Radio.

VACANT UNITS Improve the appearance of vacant units, transforming them into colourful and eye-catching artworks and trails, developed in collaboration with local artists.

Work in partnership with property agents and owners to positively influence letting of units.

27

BID LEICESTER

RAISING LEICESTER’S PROFILE WE WILL POSITION LEICESTER AS A DESTINATION OF CHOICE THROUGH CONSISTENT AND HIGH-QUALITY MARKETING, CAMPAIGNS AND EVENTS

DRIVING VISITOR NUMBERS AND SPEND We will deliver a range of highly impactful projects and campaigns to increase visitor numbers, dwell time and spend.

MULTI-CHANNEL MARKETING Extensive online, social media, television and out of home advertising showcasing specific sectors and giving compelling reasons for the public to visit.

EVENTS An ambitious programme of arts events to put Leicester on the map as a cultural destination and attract mass audiences to boost footfall, dwell time and spend. Building on the success of events such as Brew Beat, Rocket Round Leicester, Light Up Leicester, Luminarium, One Giant Leap and Bring the Paint.

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RETAIL DESTINATION Promote Leicester as the leading regional retail destination and celebrate the quality and variety of the diverse retail on offer, from high street retailers to independents. Direct marketing of the Leicester Gift Card to lock spend into the local economy and directly benefit retailers.

SUPPORT FOR INDEPENDENTS Having established the Independent Leicester sub-brand, we are committed to further building its reach to help grow the customer base of our independents. We will provide positive press and PR opportunities as well as pop up trading opportunities and events to celebrate the quality and range of Leicester’s independent businesses.

GIFT CARD AND LOYALTY APP The Leicester Gift Card and the Loyal Free app will be extensively promoted to the public and will offer valuable methods for businesses to promote themselves and generate additional sales. This will also offer business employees access to deals and perks within the BID area.

BUSINESS PLAN 2023–2028

TOURISM AND HOSPITALITY

LEISURE

Provide added investment to the city’s strategic marketing campaigns to increase the number of leisure and business tourists and overnight stays at city centre hotels. Work in partnership to achieve national PR and exposure, encouraging more people to visit and stay for longer.

The range of leisure activities in the city centre has grown enormously in recent years and we will work with these businesses to raise their profile, building awareness and encouraging customers to enjoy the range of activities on offer.

ARTS AND CULTURE Collaborate with Leicester’s city centre theatres, cinemas, and cultural venues to add value to their marketing activities and programmes to increase ticket sales and engagement.

CITY CENTRE GUIDES Develop and distribute This Is Leicester digital guide to highlight the best shopping, restaurants, retail, leisure and culture in the city centre. This will enable tourists, visitors, business employees, students, and newcomers to the city to locate BID businesses.

A VIBRANT EVENING AND NIGHT TIME ECONOMY In recognition of the vital contribution of the city centre’s bars, pubs, clubs, restaurants, and late-night cafes to the life of the city we are committed to supporting evening and nighttime economy venues.

Through specific events and campaigns, we will highlight the quality and diversity of the offer and attract new customers.

29

BID LEICESTER

STRONGER BUSINESS VOICE WE WILL PROVIDE LEICESTER CITY CENTRE BUSINESSES WITH A STRONG VOICE, REPRESENTATION AND SUPPORT

BUSINESS VOICE AND LOBBYING We will provide a strong voice for businesses, listening to their needs and articulating them to local and central government. We will also promote collaboration and broker connections between businesses and enable business to build peer to peer support.

MEDIA REPRESENTATION Through our established relationships with media outlets, the BID will facilitate press and PR opportunities for levy payers. The BID has become a key voice for business and will continue to act as a positive voice in media coverage, representing them assertively within local, regional, and national media.

LISTENING TO BUSINESSES Every day our Street Ambassadors and wider BID team will engage with and listen to the views of businesses. These conversations will shape the BID’s plans and projects, and a range of formal and informal consultations will take place to ensure that businesses have a say and tell us what works.

SAVINGS FOR BUSINESSES We will operate a savings scheme providing specialist consultancy to enable businesses to reduce operating costs, secure financial savings and increase financial sustainability.

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BID SOCIALS Building on the success of our BID Socials for employees of levy paying businesses, we will enable businesses to build relationships and experience BID venues through subsidised events. This will act as an employee reward, showcase the best of our evening and night time economy, and enhance the sense of community among city centre businesses.

PROFESSIONAL SERVICES While business employees will benefit from everything that the BID offers and have the opportunity to attend BID socials, the savings scheme will directly benefit the financial bottom line for businesses. In addition, we will bring together business leaders through a series of business lunches that will act as a forum for voice and influence as well as stimulating collaboration between businesses.

GRADUATE RETENTION AND OPPORTUNITIES The BID will partner with De Montfort University and University of Leicester to strengthen the link between their student and staff populations and businesses in the city centre. This will enhance their experience of living and working in Leicester, strengthen the local economy and enable the city to retain the skills of graduates.

START UP SUPPORT Working with the universities we will aid the long-term viability of micro businesses by making start up support available and promoting co-working space, helping to foster a collaborative working environment for budding entrepreneurs. With the right support these start ups can become the BID businesses of the future, employing local people and creating economic growth.

BUSINESS PLAN 2023–2028

“I AM INCREDIBLY PROUD TO CALL LEICESTER HOME. THE BID WILL CONTINUE TO ENSURE THAT PEOPLE WHO VISIT LEICESTER, WHETHER FOR WORK OR PLAY, WANT TO RETURN AGAIN AND AGAIN AND I ENDORSE THIS WHOLEHEARTEDLY. THE BID ENHANCES THE VISITOR EXPERIENCE TO LEICESTER CITY-CENTRE TANGIBLY, MAKING A POSITIVE IMPACT IN THE EXPERIENCE FOR CLIENTS, CONNECTIONS, FAMILY AND FRIENDS WHOM I INTRODUCE TO THIS GREAT CITY.” IAN MATTIOLI – MATTIOLI WOODS 31

BID LEICESTER

“AS A RESTAURANT GROUP WITH SITES IN NUMEROUS BID LOCATIONS I AM VERY IMPRESSED WITH BID LEICESTER. THEIR OVERALL CREATIVE INITIATIVES AND THEIR PROACTIVE BUSINESS SUPPORT SURPASS ALL EXPECTATIONS. I LOOK FORWARD TO CONTINUING TO WORK WITH SIMON AND THE TEAM IN HELPING EACH OTHER GROW FROM STRENGTH TO STRENGTH.” JABBAR KHAN – SONRISA

FINANCES As a levy payer you will pay 1.25% of your rateable value for your individual property (hereditament) which will be collected annually. For example, if you own a business with a rateable value of £30,000 you would pay £375 towards the BID in the first year.

Annual payments will be capped at £10,000 per year per hereditament, rising 2% a year for inflation. The maximum annual payment per business will be £75,000, meaning that the levy will not exceed that figure (plus inflation) for businesses with multiple hereditaments.

Any business with a rateable value of less than £20,000 will be exempt from the levy but will be invited to join the BID voluntary scheme by making a contribution of £250 per annum.

32

BUSINESS PLAN 2023–2028

TOTAL BUDGET OF £4.5 MILLION OVER FIVE YEARS Income (£)

2023/24 Year 1

2024/25 Year 2

2025/26 Year 3

2026/27 Year 4

2027/28 Year 5

Total

Levy 1.25%

791,628

807,461

823,610

840,082

856,884

4,119,664

Additional income

25,000

30,000

35,000

35,000

35,000

160,000

Total income

816,628

837,461

858,610

875,082

891,884

4,279,664

Cleaner Greener Safer Attractive

272,324

277,770

283,326

288,992

294,772

1,417,185

Raising Leicester’s Profile

324,804

331,300

337,926

344,685

351,578

1,690,293

Strong Business Voice

157,738

148,893

139,871

130,668

133,281

710,451

Operating Costs

133,469

136,138

138,861

141,638

144,471

694,578

Total Expenditure

888,335

894,101

899,984

905,983

924,103

4,512,507

Annual Surplus

-71,707

-56,641

-41,374

-30,901

-32,219

-232,843

Cumulative Reserves

306,239

228,765

166,242

118,868

86,649

Total

1,122,867

1,066,226

1,024,852

993,950

978,533

Projected expenditure

5,186,428

The BID income table represents an indicative budget based on the estimated levy income from the ratings list available at the time of writing and a levy collection rate of 95%. BID Leicester is a not-for-profit company limited by guarantee and therefore all BID funding is ringfenced and must be spent on the projects and services that are laid out in this business plan.

‘Additional income’ is a conservative estimate of funds to be derived from contributions to the voluntary scheme, match funding and sponsorships.

VOLUNTARY SCHEME In response to enthusiastic feedback from businesses, we will continue to operate our popular voluntary scheme meaning that businesses below the levy threshold can opt in to contribute financially and access the full benefits of the BID. The scheme will enable small businesses below the levy threshold to pay £250 per annum to join the BID and access the full range of benefits. Large organisations located outside the BID area can apply to join the BID if they have a strategic or economic impact on the city as a whole. The levy for large organisations outside of the BID area will be fixed at the upper threshold of £10,000 per annum.

33

BID LEICESTER

BID AND BALLOT RULES In developing the rules that will apply to the new BID term, consideration has been given to ‘The National BIDs Criteria’ published by British BIDs.

THE BALLOT

THE LEVY

1.

The vote will be a confidential postal vote, conducted by Leicester City Council in line with BID legislation.

1.

Properties and hereditaments within Leicester City Centre BID boundary will pay a levy rate calculated at 1.25% of their rateable value.

2.

Each property or hereditament subject to the BID will be entitled to one vote in respect of this BID proposal in a 28-day postal ballot, which will commence on 10th June 2022 and close at 5pm on Thursday 7th July 2022. Ballot papers received after 5pm on Thursday 7th July will not be counted. The result of the ballot is due to be announced on the following day.

2.

Only properties or hereditaments with a rateable value of £20,000 or more will be eligible for payment of the BID levy.

3.

The BID levy will be subject to an annual 2% inflation factor starting from Year 2 for the duration of the BID term.

3.

In order for the proposal to be successful at ballot the result will need to meet two criteria, which are: (a) of those ballots returned by the close, those voting in favour of the proposal must exceed those voting against it, and (b) of those ballots papers returned by the close, the total rateable value of those properties or hereditaments which vote in favour, must exceed the total voting against.

4. If successful at ballot, the second BID term for BID Leicester will commence delivery of services as specified in the Business Plan on February 1 2023.

4. The rateable value figure used to calculate BID levy will be based on the hereditament’s rateable value per annum using the 2017 ratings list until such time as the list is updated or a new system for calculations is in place that supersedes the 2017 ratings list.

5.

6. Any hereditament whose annual levy liability exceeds £10,000 will have their total contribution capped at this level plus an inflationary increase of 2% each year from Year 2.

7.

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The levy will be charged annually in advance for each chargeable period (February–January each year) starting in February 2023.

Any Organisation with multiple levy paying properties or hereditaments whose combined annual levy liability exceeds £75,000 (rising by an inflationary increase of 2% each year from Year 2) will have their total contribution capped at this level.

BUSINESS PLAN 2023-2028

8.

9.

The number of properties or hereditaments liable for the levy has been calculated to be approximately 686.

FINANCES 1.

Leicester City Council as the accountable body will be responsible for the collection of the levy.

The collection charge will be approximately £17,710 per annum (averaged over the 5-year term of the BID); this equates to 2.2% of anticipated billed levy and £25.23 per hereditament.

2.

The proposed BID will last for five consecutive years from the 1st February 2023 until 31st January 2028.

3.

A levy collection rate of 95% has been assumed and this is in line with national trends.

Owners of untenanted properties or hereditaments will be liable for payment of the levy.

10. There will be no adjustments of the BID levy during the year and no refunds to reflect changes in the liable party or for businesses which are removed from the ratings list during a financial year.

11. If a hereditament within the BID area is created or revalued meaning its rateable value lies above the levy threshold it will be charged the appropriate levy on the next chargeable day.

12. Those businesses that fall within the Highcross Centre, Haymarket Shopping Centre, St Martin’s Square and Odeon, Silver, Malcolm or Royal Arcade and who are subject to the payment of a service charge will receive a 20% discount to the levy charge.

This means a BID levy of 1% will be payable (plus an inflationary increase of 2% each year from Year 2).

13. Non-trading charitable organisations that are subject to relief on their business rates liability will pay 50% of the levy that would otherwise apply.

Retail and trading charities are excluded from this rule. A trading charity unit is defined as one where a cash transaction takes place. No other discounts or reductions apply (excluding those eligible for discount as per clause 11).

14. Businesses occupying warehouses and factory buildings that do not operate as retailers will be exempt from paying BID levy.

4. The average annual levy available to be spent in year 1 is £793,799.

5.

A contingency provision on expenditure together with the availability of reserves provides for an anticipated surplus of £85,206 by the end of the BID term.

6. Operating costs of the BID are estimated as 15% of total expenditure.

35

BID LEICESTER

GOVERNANCE AND MANAGEMENT BID ACCOUNTABILITY AND TRANSPARENCY

BID MANAGEMENT

BID Leicester is an independent, non-profit limitedby-guarantee company which is governed by a board responsible to levy payers. The Board of Directors are volunteers and are led by a Chair. Occupants of hereditaments or properties liable for levy payments to the BID will be entitled to request to join the Board.

Decisions on Board membership will be at the Board’s discretion. The Board will be responsible for the strategic and financial management of the BID.

The Board will have a maximum of 12 members.

The split of representation on the Board will be per sector based on their relative value across the BID area to ensure all interests are suitably represented. The Board will be elected annually and confirmed at the AGM. The nominated representative of Leicester City Council will not be subject to the re-election process.

Notification of Ballot will be published no later than 25 May 2022.

It is important the BID remains responsive to the needs of levy payers and its KPIs are measured and reported. Therefore the BID will: •

Produce a detailed annual report highlighting income and spend for the previous year and projected income and spend profile for the year ahead.

•

Independently review the impact and effectiveness of the BID mid-way through the BID term.

•

Communicate monthly via e-newsletter to BID levy payers keeping them up-to-date with projects and performance.

•

File annual accounts compiled by independent accountants, audited as necessary, with Companies House. The accounts will be available to all levy payers.

•

Hold an AGM for all members to express their views and ask any questions.

Each year the Board will appoint one of its members to act as Chair. The Board will meet quarterly.

The BID will employ a suitable management team which will be accountable to the BID Board.

BID project costs and timescales may be altered by the BID Board of Directors as long as they remain in line with the overall BID objectives.

Provided that the BID is meeting its overall objectives and subject to consultation with the BID Board, it shall have the ability to vary service delivery and expenditure allocation according to the changing demands of levy payers. However, any change to the BID boundary or to the headline levy rate will require a formal alteration ballot.

KEY LEGALITIES An Operating Agreement, which includes the Council’s Baseline Service Statements, has been agreed and will be in place from the commencement of the BID term.

The BID cannot legally replace or prop-up existing Council services. The Baseline Statements guarantee a fixed standard of services in terms of cleansing, festivals and events, highways, city centre management and CCTV.

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Notification of Ballot was provided to the Secretary of State on 28 February 2022.

BUSINESS PLAN 2023-2028

YOUR REPRESENTATIVES BID BOARD SAM HAGGER, BEAUTIFUL PUBS COLLECTIVE As a multiple BID levy paying business, The Beautiful Pubs Collective thoroughly endorses the high quality and additional value that the BID delivers for the city centre. With the strong programming, additional interest in our city, and the B2B services the BID funds, the levy itself is probably the best value cost return our business has.

CHRIS STAFFORD, CURVE

BID Leicester has proved to be a real game-changer for our city. As a representative of the creative and cultural sector, it’s heartening to see the BID recognises investment in public events makes good businesses sense; BID-supported events and public programming attracts thousands of people into our city centre every year, benefiting hundreds of businesses. Leicester is all the better for having a BID and that’s why I am backing it!

JO TALLACK, HIGHCROSS LEICESTER Leicester offers a unique and vibrant retail, cultural and social experience. I support the BID because it will continue to provide an opportunity to work in collaboration with all businesses within the city whether multi nationals or independents to ensure that the city continues to thrive, presenting a city centre that is vibrant, exciting and a great place to work, live and play.

ANGUS FRASER, MCDONALDS

I would encourage the businesses in the Business Improvement District in Leicester to get behind the BID and vote ‘YES’ at the ballot. The BID has driven real value for those businesses, through tangibly increasing footfall. The BID has provided a trusted business voice. BID Leicester has delivered for my business.

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BID LEICESTER

SARAH HARRISON, LEICESTER CITY COUNCIL

Partnership working between Leicester City Council and BID Leicester has resulted in great things for the citycentre over the last five years. These include additional resources to keep the streets safe and clean alongside a fantastic programme of events made possible with the support and sponsorship the BID provides. Another term for the BID would result in the continuation of this vital support allowing our fantastic city to continue to flourish.

ANDREA GRAY, PPL PRS

Being part of the BID has been great for our colleagues, the regular social events the BID team organise are just brilliant for morale and team building, with the added bonus that at the same time we’re supporting our local neighbouring businesses — a real win/win!

SARAH THOMPSON, DE MONTFORT UNIVERSITY

De Montfort University (DMU) has been involved with the BID from the very start and has been delighted to see the work that its delivered over the past five years. A thriving city is fundamental to a thriving university and the BID has supported Leicester and its businesses to thrive through challenging times.

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MATT PEARSON, OCTOPUS ENERGY

Having recently joined the board I’ve been blown away by the passion & energy of the other members and their determination to make Leicester a better place to live, work and invest. It was great to help out on Light Up Leicester and look forward to supporting the upcoming initiatives in 2022!

RICHARD OSBORN, EXCELLO LAW

The BID visibly offers the retail, leisure, culture and hospitality sector incredible value. As a BID Board Member representing the Professional Services sector, I say that this sector is equally well served, with an excellent range of benefits. From the fantastic programme of BID Social events, to training programmes, and generally making the city a more attractive, enjoyable place to work — the BID has provided for all sectors in the Leicester business community. I would urge businesses from all parts of our economy to support its activities and to get involved.

BUSINESS PLAN 2023-2028

HOW TO VOTE Renewal of the BID can take Leicester confidently into the future.

But your support is vital. Without it, our exciting plans will not be possible.

1. RECEIVE NOTICE OF BALLOT During the w/c 23 May each hereditament will receive a Notice of Ballot, informing them a ballot for the Leicester City Centre BID will take place

2. RECEIVE BALLOT PAPER The authorised voter for each business will receive a ballot paper by post from Leicester City Council w/c 6th June.

10th June the ballot opens. The authorised voter should mark an ‘X’ in relevant box on the ballot paper, insert into the enclosed freepost envelope and post via a post box. Alternatively completed ballot papers/envelopes can be hand delivered to the ballot box, located at City Hall. If a replacement ballot paper is required, please email electoral.services@leicester.gov.uk with subject line ‘BID Ballot 2023 replacement ballot paper’

3. RESULT The result of the BID Leicester ballot will be announced on Friday 8th July 2022.

4. TERM STARTS If a ‘Yes’ vote is achieved, BID Leicester’s second term will start 1st February 2023.

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VOTE ‘YES’

FOR 5 MORE YEARS OF INVESTMENT TO MAKE A LASTING IMPACT ON YOUR BUSINESS AND THE LOCAL ECONOMY.

@BIDLeicester

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