BUSINESS PLAN
1ST JULY 2018 TO 30TH JUNE 2023 Essential Edinburgh Business Plan 2018 - 2023 | 1
2 | Essential Edinburgh Business Plan 2018 - 2023
CONTENTS
INTRODUCTION
Introduction 3 Who We Are
5
Enhancing 6 Promoting 10 Protecting 16 Engaging 20 Key Facts
24
Income & Expenditure
29
The Board and Team
30
Your Vote is Essential
32
Essential Edinburgh plays an active role in the city centre and our many programmes, projects, partnerships and initiatives over the last ten years have become part of the fabric of doing business in the heart of Scotland’s capital city. Over two terms we have set new standards and worked continuously to raise the bar. However, the continuation of your Business Improvement District (BID) and the many services it provides are not a certainty. Every five years, we must come back to you, our levy paying businesses, and seek your approval to continue. It is an opportunity which we welcome; a chance to take the pulse of our city centre through close consultation; to contemplate our past successes and look forward together. A third term is both a privilege and a challenge. It is a time to think how best to preserve the vital projects and services our businesses now expect; a time to prepare for new challenges, to seize new opportunities and to create the most valuable partnerships possible. Our relationship and influence with the City of Edinburgh Council is strong and growing each year; we will continue to ensure your interests are represented and there is constructive dialogue at all times. While supporting core services, we must also innovate to address the most pressing concerns of our levy payers for the next five years. We are truly grateful for your record participation in our consultation process.
“The Voodoo Rooms has been established for ten years and prior to the BID. We’ve seen two successive terms of Essential Edinburgh and we certainly don’t want to go back to operating without their support.” Brendan Denahy, The Voodoo Rooms
The landscape of Edinburgh is changing. Over a billion pounds worth of development is underway in the east and we are delighted that Edinburgh St James is fully committed to Essential Edinburgh and our plans going forward. We’ve reframed our objectives for the next term to more clearly express what we do; our commitment to practical actions that will Protect and Enhance the BID, Promote our area and Engage effectively with local government and other partners on your behalf. We hope that you will find this business plan an engaging read; that you will see in it responses to the suggestions, priorities and requests generated during our consultation - and that you will vote Yes to allow your BID to continue for a third term as a partner and champion for your business.
Roddy Smith, CEO
Denzil Skinner, Chair
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ROSE STREET
HANOVER STREET
GEORGE STREET
FREDERICK STREET
CASTLE STREET
CHARLOTTE SQUARE
GEORGE STREET
EDINBURGH ST JAMES S T. A N D R E W SQUARE
ROSE STREET LE
PRINCES STREET
IT
H
ST
RE
ET
PRINCES STREET
WAV E R L E Y S TAT I O N
WHO WE ARE The Business Improvement District
Essential Edinburgh was established in 2008 to run the Central Business Improvement District (BID); a defined area where businesses vote to collectively invest in local improvements that are in addition to those provided by the Local Authority and Police [a full list of the streets in the BID can be found on page 28]. This document outlines the successes delivered over the last five years and the projects you have asked us to deliver in our third term. To secure the support and expertise of Essential Edinburgh for the next five years you must now vote Yes in the renewal ballot.
All the important details about who can vote, the ballot process, how to vote - and why it is critical that you do - are at the back of this document. Voting opens on the 12th April and closes at 5pm on the 24th May. Your YES vote will ensure Essential Edinburgh and the services it delivers continue.
“Because they work so seamlessly and because it’s been around for a number of years people take for granted what Essential Edinburgh and the BID actually do. Without paying a levy to Essential Edinburgh there is no one that can deliver what Essential Edinburgh do for the city.” Alan Thomlinson, Jenners
Your vote is essential!
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OUR CLEAN TEAM AM M ANSWERED Rapid Response 500 call-outs each year
CLEARED 14,050 bags of waste per year
ENHANCING our city centre 2018-23 spend £1.59m
REMOVED OVER 400 items of hazardous waste annually
BLASTED 65,640 M of g gum off the pavement
of visitors to the BID felt it was o
CLEANER
than the rest of the city
Found it more welcoming ng g
WE INVESTED £400K £120K decorations & displays to make Christmas sparkle
on year-round reusable
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A welcoming city centre is a place where people want to spend time. Our continuing investment ensures an attractive destination with over 80% of respondents to the Edinburgh Visitor Survey agreeing that it’s cleaner than the rest of the city. From our dedicated Clean Team to festive lighting, seasonal plantings and streetscape improvements, Essential Edinburgh provides unique services not enjoyed elsewhere in the city. We’ll continue to work with the City of Edinburgh Council to challenge baseline service reductions and ensure that every penny of your levy adds value above and beyond the provision in the rest of the city. We’re increasing our investment and maintaining our commitment to the highest levels of service. Christmas will sparkle, flowers will bloom and the flags will keep flying!
Clean Team
Let’s hear it for the Clean Team - A BID only service that’s always on hand to help. From day to day deep cleaning to their rapid response service, our highly valued Clean Team make a terrific difference for our businesses. Scrubbing off 65,640m2 of chewing gum, hauling away over 14,000 bags of waste a year, lifting hundreds of hazardous waste items including needles annually - they’ve not just maintained standards in the face of ongoing local authority cuts - they’ve set a new standard for the city centre. Investment this term in high quality, purposebuilt cleaning equipment and specialist supplies mean that we can maintain our current high standards and step up our services in the years ahead. These services only happen because of Essential Edinburgh. That’s the reason we take such personal pride in having achieved the highest score on Keep Scotland Beautiful’s ‘Cleanliness Index’ since our records began.
The Clean Team, Rose Street
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“One of the services that we find really useful is The Clean Team. They know us quite well, I actually phoned them up yesterday and they were here within 10 minutes. They are absolutely amazing and complete stars to us because they always do their job so well.”
Martina Hlinkova, The Royal Society of Edinburgh
Pro-active litter prevention
Our “No ifs, no butts” campaign delivered a 68% reduction in littering across 35 audited locations. We’ll work to secure the right partnerships, expanding a litter campaign to build on this success next term.
Seasonal decorations
What’s Christmas without lights, a festival without bunting or a planter without flowers? Essential Edinburgh is the only organisation that delivers these services in your city centre and we know people have become accustomed to the new standard we’ve set; we are committed to continuing the good work into a new term. We have already invested in high quality, reusable seasonal decorations and will continue our work to re-energise key public spaces like Rose Street and Castle Street. With earmarked funding to set up a sparkling seasonal show each year, it’s no surprise that 83% of visitors agree that our area is more welcoming than the rest of the city.
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Gum busting, Rose Street
St Andrew Square Garden
A pristine garden, an outdoor cinema, an ice rink, a serene space in the sunshine, a hub for art and exhibitions - under Essential Edinburgh’s management, St Andrew Square Garden is one of the city’s most dynamic spaces enjoyed by over 4 million people a year. This tranquil greenspace is a key connection through the heart of our BID which will only grow more important as new developments such as Edinburgh St James and The Registers begin to drive additional footfall. We will ensure that it continues to be an immaculate, restful and animated space throughout our next term.
“Having a Clean Team in the area can only help us. We pride ourselves on the warm environment as people walk in but if the area outside our doors isn’t approachable, clean and inviting then people will not walk in.” Ricky Heath, Veeno
St Andrew Square Garden
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“When I first started working on George Street ten years ago there was no activity here during August at all. The increased festival activity has brought a new clientele to George Street, coming for a show and also visiting the shops or meeting friends for a bite to eat or a drink and I think that has benefitted everyone.� Peter Heggie, The East India Company 10 | Essential Edinburgh Business Plan 2018 - 2023
PROMOTING the BID area 2018-23 spend £2.35m
A thriving city centre is a place people want to visit. Our area boasts some of Britain’s biggest brands, outstanding office space and an unmatched boutique retail and hospitality offering; perfect partners for a programme of carefully co-ordinated promotional activity which will include a BID-centred £1million marketing campaign to complement an ongoing programme of cultural, festive and seasonal events. Our city centre is changing with new developments like Edinburgh St James and The Registers creating unique new opportunities. We will work hard to ensure that the benefit and attraction of these new locations is felt by businesses from East to West through improved wayfinding, attractive events and a flagship marketing campaign. Success is a complex equation, and it’s never been more important to continue our commitment into the next 5 years.
Bloom, Edinburgh International Festival
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MARKETING CAMPAIGN IN ACTION
Major marketing campaigns
“This is Edinburgh,” our two year joint marketing campaign last term drove a 2.86% footfall increase in the BID and delivered over £50 million of economic benefit. We’re raising our game. And our investment. Building on the success of our “This is Edinburgh” campaign, we will double our investment committing over £1m to a marketing campaign that’s entirely designed to benefit our area, with dedicated PR support raising the profile of our businesses and firmly establishing the BID as Edinburgh’s city centre. We’re not resting on our laurels; an agency has been appointed following a thorough process with shortlisted candidates presenting to our Board. All aspects of the campaign have already been rigorously tested with residents, our businesses and the Essential Edinburgh Board. This creative will be refined and, subject to a successful renewal vote, the marketing campaign will commence in Autumn 2018. 12 | Essential Edinburgh Business Plan 2018 - 2023
Essential Edinburgh Business Plan 2018 - 2023 | 13
Edinburgh Farmers’ Market
We’re proud of the Edinburgh Farmers’ Market and pleased to continue our commitment in the next term. This Saturday staple is not only a major footfall generator, it’s completely self sustaining. With careful management and enduring popularity, the market not only fully funds itself each year, but actually adds to your levy investment from its profits, allowing Essential Edinburgh to do even more for our businesses. Over five years, 4.94 million visitors to the city have been drawn in by the market on Castle Terrace. Though just outside our boundary, over 50% of these visitors go on to spend money in our area, giving this important footfall driver an economic benefit of over £19m.
Film Fest in the City
Our partnership with Edinburgh International Film Festival will continue next term, transforming St Andrew Square Garden into a free entry outdoor cinema. Attracting around 20,000 summer moviegoers into our area over three days, this popular annual outing creates an economic benefit of £1.7m each term and creates free advertising opportunities for BID businesses to reach over 500,000 passers by over the weekend.
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Partnership events and festival activity
Street of Light, Georgian Shadows, 101 Objects, Red Red Rose Street and the visually stunning Bloom… we’ve worked with key partners to deliver exceptional events that bring people in and generate spend for our levy paying businesses. We pledge to continue this successful approach which has delivered massive footfall into our area.
Festivals
With an economic impact of £280m in 2015 alone, Edinburgh’s famous festivals are a vital component of the city economy. We’ve worked to bring the benefit of these festivals right into the heart of the BID. Through our advocacy and investment we’ve created opportunities that simply wouldn’t exist without us and, as a result, we’re now the epicentre of Edinburgh’s Christmas and a hub of activity throughout the summer festivals.
Communications
A dedicated communications team is a core component of delivering benefit for our businesses. Even the best ideas can’t thrive if nobody knows about them and our committed in-house team work hard to keep customers, partners and levy-payers regularly updated whether online, in print or in person.
“I’ve been in post for over four years now, I don’t remember a time when Essential Edinburgh wasn’t part of the city centre and wasn’t part of my day to day communication. They are very visible and are excellent at telling me about what might happen, will happen and won’t happen. Knowing these three things mean I can plan and capitalise on their initiatives.” Louise Maclean, Element and Badger & Co
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PROTECTING
businesses, customers & staff spend £362.5k A thriving city centre is a place where people feel safe. We’ve worked hard to support a 7.9% reduction in overall recorded crime through a range of initiatives including key investment in enhanced CCTV and groundbreaking programmes like Check Out. Partnership working with Police Scotland has been central to this success and we will further strengthen and build upon this relationship over our next term, looking to deliver specific initiatives linked to city centre bicycle and motorbike crime.
CCTV
Our investment in city centre CCTV closed a key gap in coverage, improving safety within the BID and assisting with investigations and prosecutions. We will continue to provide funding to support these vital tools going forward.
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“The beauty of Check Out is that fairly instantaneously you are made aware of suspicious individuals within the city and that can be communicated from store to store for the prevention of crime… we are all working as one city centre team.” Alan Thomlinson, Jenners
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“Cyrenians partnership with Essential Edinburgh has already had a huge impact on the lives of some of our most excluded citizens. It is a real privilege to be in partnership with a business organisation who take such a positive and compassionate, citizen focused approach to a complex and very human issue. Essential Edinburgh is really helping change lives.”
Ewan Aitken, Cyrenians
Homelessness
Throughout the consultation process, our businesses expressed concern about homelessness and begging in the city centre, realising that protecting our area means working to help those most vulnerable. Such complex issues don’t need a short term fix; they require a considered and sensitive strategy for real and lasting change. We have engaged with local government, law enforcement and expert third sector partners to discern the best strategy moving forward. Based on their recommendations, we will provide funds alongside Comic Relief and Social Bite to support the employment of specialist Homelessness Case Workers next term. Through our partnership funding, Cyrenians will create two posts dedicated to our area. Communicating with local businesses and responding to alerts raised by members of the public, their on-hand expertise will help those individuals who need support most and give
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Princes Street
them access to vital services. With this initiative, we can offer hope and real solutions to help people move away from a street-based lifestyle.
BID Cop
From July 2017, we piloted a ground-breaking project with Police Scotland, funding a dedicated police officer for the BID. We’ve had terrific feedback from our levy payers and, if the renewal is successful, will continue to fund this highly visible police presence from 2018-23. Whilst working closely alongside our Homelessness Case Workers, PC Leo Baker will coordinate Police Scotland’s involvement and continued support for the city wide Community Improvement Partnership for begging and homelessness. Building strong relationships with our businesses and developing a unique understanding of the area, our ‘BID Cop’ provides a single point of contact with law enforcement, readily available support and access to advice and training for a more secure and resilient city centre.
“Into the next five years, I am very excited about how we can develop the additional services that Police Scotland is able to offer in partnership with Essential Edinburgh.� PC Leo Baker Essential Edinburgh Business Plan 2018 - 2023 | 19
ENGAGING
with all relevant bodies 2018-23 spend £36k A thriving city centre shapes its own future. Over ten years, we have built influence, cementing key relationships that ensure our businesses have a strong collective voice and a seat at every table where key decisions are made. We’re renewing our commitment at this important time, engaging with developers as the commercial landscape of our city centre changes and co-ordinating with organisations that can make a real difference to issues that affect our area. We will continue to save you money, encourage resilience, seize opportunities and liaise with the City of Edinburgh Council to challenge baseline service reductions.
Powerful partnerships
Over the next five years, our team will continue to dedicate time to building powerful partnerships. Innovation and collaboration have allowed us to deliver exceptional initiatives that simply couldn’t
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happen without the understanding, commitment and resources of the BID to underpin them. Essential Edinburgh has attracted over £1.4m of additional income by working smarter for the city centre; finding partners with common interest and an agenda that benefits our businesses. We will pursue new opportunities for savings and efficiencies through group buying initiatives such as our trade waste and utilities projects. Ongoing cost savings and reductions in CO2 emissions continue to benefit the city centre through our award-winning partnership with Changeworks Recycling - a flagship example of the power of working collectively. Joining forces with the Smart Street Sensor project from LDC and University College London, we’ve secured detailed footfall information across our area for a fraction of the normal cost of installing counters. Over the last five years, we’ve trebled our capacity to capture these valuable metrics and continue to share them through Essential Trends.
Edinburgh St James
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“The Voodoo Rooms on West Register Street is in the centre of major long-term developments of Edinburgh St James and The Registers, and the BID is an essential partner moving forward, helping us manage that process of change and getting our voices heard. We feel there has never been a more important time to be represented by a larger organisation like Essential Edinburgh.”
“We found ourselves falling foul of the Council’s rules and regulations which apply to trade waste, and getting fined. Changeworks Recycling comes into the office to collect the waste, taking it away so we don’t have to worry about falling foul again. We also know that most of it will be recycled. The whole process is taken out of our hands and we don’t have to worry.”
Brendan Denahy, The Voodoo Rooms
Alan Simpson, WJM
Driving decisions
any business concerns are acted upon, that the quality of activity is in keeping with our surroundings and that it ultimately serves to benefit our levy paying businesses.
Collaborating with the China Ready Group we’ll deliver a strategy that supports business engagement and grows our strong presence on Chinese social channels like Weibo and WeChat.
We’ve influenced on your behalf to introduce new licensing for ‘chuggers’, piloted successful changes to improve citywide waste regulations and driven the introduction of a workable Public Spaces Protocol for the city centre.
The public realm in Rose Street is of major concern for businesses and the general public. Using our significant lobbying power we will strive to ensure the Council and their appointed contractors address these issues and deliver works in a sympathetic and business focused manner over the course of our third term.
From creating practical guidelines to developing best practice in providing the warmest possible welcome, we’ll ensure that our BID is China ready.
Representing your views on over 19 partnership groups, Essential Edinburgh plays an active part in shaping our city.
Bringing Edinburgh’s Christmas into the heart of the BID has actively increased festive footfall and helped to increase hospitality and retail sales year on year during these crucial trading periods. We create pedestrian-friendly spaces during the summer months, bringing festival goers into our area and encouraging them to linger longer in the city centre. This vital collaboration between the Edinburgh International Book Festival, Edinburgh International Festival, Fringe Festival and Council would not happen without Essential Edinburgh’s central co-ordination. Drawing on our experience of working within the new Public Spaces Protocol, we will continue to ensure that
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During the fifteen-month George Street Trial Project we gathered vital research that is shaping the street’s future. Ensuring your interests are fully represented, Essential Edinburgh has taken on the responsibility of chairing the George Street Re-Design Steering Group.
China Ready
Chinese visitors to Scotland are already the largest, highest spending visitor group ever seen, with numbers set to more than double by 2020 with the anticipated opening of new air routes.
Developing Edinburgh
New developments will have a massive impact on our city centre over the next five years, with over 100 additional properties joining our BID community by 2020. Throughout the development process, Essential Edinburgh has provided a vital forum to allow planners, council officials and developers to co-ordinate with businesses and each other. Increased diversity in our commercial, retail and lifestyle offering will act as a footfall magnet for our city centre. The Registers, Edinburgh St James, the redevelopment of the former BHS building and
the proposed new concert hall near St Andrew Square will give Edinburgh a massive boost. We’re committed to continued collaboration, ensuring that these newcomers are fully integrated into our existing business community and that the benefits are felt by all.
Edinburgh Training Academy - FUSE
In preparation for the opening of Edinburgh St James, we are supporting the developers, Edinburgh City Council, the Capital City Partnership and local educational establishments with the creation of the new Edinburgh Training Academy, FUSE. The objective of FUSE is to ensure that visitors to Edinburgh St James and the wider city centre experience world class customer service, with associated business benefits such as increased footfall, spend and return visits.
Street of Light, George Street
‘FUSE is a fundamental part of the Edinburgh St James project. It will deliver world-class customer service training that will benefit Edinburgh St James, the wider Essential Edinburgh BID district, and the Edinburgh City Region as a whole, helping to bridge skills gaps in the retail, leisure and hospitality sectors. FUSE will complement our recruitment skills centres at Edinburgh Airport and Fort Kinnaird and will work collaboratively with key city partners including schools, colleges, universities and local communities so that more people benefit from Edinburgh’s success.’ Councillor Gavin Barrie, Convener of the City of Edinburgh Council’s Housing and Economy Committee
This innovative concept will deliver high quality training for retail, leisure and hospitality sectors across the city centre. We will support career opportunities and advancement to enable our levy payers to have high quality training opportunities for all their staff.
This collaborative, cross-sector project will promote employment within these key sectors as an excellent career choice and enable the city to have a highly trained workforce in place to manage the increased demand both in numbers and quality.
The city-wide working relationships will be used to design and source funding for bespoke, high quality training routes into the sector. It will also inform training organisations and employability providers about the skills and behaviours that recruits will need to thrive in the retail and hospitality sector.
Pedestrian wayfinding
With 84% of businesses asking us to enhance pedestrian wayfinding over the next five years, we’re working with the City of Edinburgh Council to implement an integrated and accessible system which will benefit all city centre businesses. Essential Edinburgh Business Plan 2018 - 2023 | 23
KEY FACTS The BID levy
A BID levy is an equal and fair way of funding projects that are additional to the Council’s statutory and concessionary services. For the five-year term the levy will continue to be calculated at 1% of the rateable value of the property at the time of ballot (24th May 2018). Any temporary rates relief granted will not be considered in the calculation of the levy. All eligible non-domestic properties with a rateable valuation of £25,000 or more within the BID will be liable for the full 1% levy for the duration of the five-year term including properties of the local authority, other statutory agencies or non-statutory bodies and charities. Properties with a rateable value under £25,000, alongside Places of Worship, will be exempt from the levy and will not have a vote. Properties located within a managed shopping centre will be eligible for 0.5% levy for the duration of the BID term. • The levy will be subject to an annual increase of 1% from years two to five to accommodate an increase in project cost. E.g. RV of £25, 000 will have a levy of £250.00 in year 1, year 2 £252.50, year 3 £255.03, year 4 £257.58 and year 5 £260.16.
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• The levy payments are not linked to what businesses actually pay in rates but are based on the rateable value of the property. • The levy must be paid in one instalment. Payment must be made within 14 days from the date the levy invoice is issued. • Any non-payment of the levy will be strongly pursued and statutory powers will be enforced to ensure fairness to those levy payers that have paid. • There will be no levy relief for empty buildings. If the property is empty on the date of issue of the levy or at any time during the BID term, the property owner will be liable for the full levy amount until the property has a new occupier who will then be liable for the levy. • If the occupier vacates a property, rebates for the outstanding unoccupied period will be given. • If there is a successful appeal of the 2017 Non-Domestic Rates Revaluation, resulting in a reduced rateable value, the levy will be reduced to reflect this. The changes will not take effect until the following year and will not be backdated. If there is an upward valuation at appeal there will be no change to reflect this.
• Should the Assessors revalue properties during the BID term, the levy will remain at the rate calculated on 24th May 2018 (the day of ballot) until the BID term ends in 2023. • Any additional rateable property formed/ created, subdivided or merged during the lifetime of the BID will be liable to pay the levy e.g. new building developments, alterations to use, (church property becoming commercial) etc. • Self-catering holiday accommodation which is not the sole or main residence of any person and which is available (or intended to be available) for letting on a commercial basis, with profit in mind, for short periods in the financial year and remain liable for nondomestic rates for the whole year will be subject to the levy and entitled to vote. • The City of Edinburgh Council will continue to collect the levy on our behalf ensuring complete transparency, security of money collected and auditable collection procedures. • The BID Revenue Account and levy can only be accessed by Essential Edinburgh.
“I have been on George Street for ten years under various guises from luxury fashion to fine foods and I’ve seen a lot of changes, the biggest change is the engagement. I feel we have benefitted dramatically from working as a group rather than as individuals and I would advise all of you within the BID to engage with Essential Edinburgh, you’ll be amazed at the specialist team that is available to help you.” Peter Heggie, The East India Company
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The Voting Process
On the 12th April 2018, the eligible person with the authority to vote in each business will receive a ballot paper and the BID Business Plan. Voting papers are easy to complete, with a cross on either “yes” or “no” to the question “Are you in favour of the Business Improvement District?”. The ballot paper(s) must be signed by the person eligible to vote and returned in the pre-paid envelope. All votes must be cast by 5pm Thursday 24th May 2018 to count. If you have multiple voting papers ensure you complete and return them all. • All eligible voters will have a vote for each property that is liable for non-domestic rates. • Where an eligible property is vacant the voting papers will be sent to the property owner. • The BID ballot is a confidential postal ballot conducted by the City of Edinburgh Council on behalf of Essential Edinburgh and in line with Scottish BID legislation. • A BID proposal in Scotland will only go ahead if the following conditions are achieved in the ballot: there must be a minimum turnout of 25% by number of eligible persons (the headcount) and rateable value, with the majority voting in favour by number and rateable value. This protects the interests
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of both large and small businesses as the voting system requires all four conditions to be met. • The results of the ballot must be declared within 1 week of the count. • Following a successful ballot the decision is binding on ALL eligible levy payers within the defined BID regardless of how they voted. • Following a successful yes vote Essential Edinburgh will continue to manage and operate the BID from the 1st of July 2018 for a period of 5 years. All Directors will maintain their positions on the Board until the AGM where nominations for appointment can be submitted for consideration by the Remuneration and Nominations Committee. Full details on our governance, ballot procedures and relevant legal information are available via our website at: www.essentialedinburgh.co.uk or a request in writing.
Alteration Statement
The BID Board of Directors will have the authority to adapt or alter the projects and services from year to year to reflect any change in economic circumstances or any new opportunities that may arise. This will be in the best interests of the levy payers without recourse to an alteration ballot.
Assessing and Minimising Risk
The Board will take all the steps necessary to minimise any risk associated with the BID (financially or otherwise) by only using reputable contractors to deliver BID projects. The Board will also adopt best practice in governance and operational procedures whilst being open and transparent in its operations. Essential Edinburgh will undergo an independent evaluation Assessment and Accreditation Interim Review (AAIR) of its activities at the half way point and towards the end of the third term to ensure it is delivering all the projects and services as detailed in this plan.
“I’m a big advocate for the re-election of Essential Edinburgh. Whether it’s tackling litter outside my venue, enabling events and festivals, supporting me as a new business or helping to promote my own events, their support is vitally important... I look forward to continuing to work with Essential Edinburgh for another five years.” Ricky Heath, Veeno
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Measuring Success
The Essential Edinburgh Board of Directors will monitor and oversee the efficient delivery of projects throughout the lifetime of the BID to ensure they achieve a high impact and are progressing to the satisfaction of levy payers. Essential Edinburgh will formally measure performance through the following Key Performance Indicators: • Marketing Campaign evaluation • Footfall research
The level of progress made on these projects will be assessed during each year of the BID term. This will be reported back on a regular basis to levy payers through all channels available.
Communication and contact with levy payers
Essential Edinburgh has and will continue to have an open and transparent approach to all aspects of the business and have an agreed communications strategy to ensure our levy payers are fully informed, including:
• Retail and hospitality sales monitoring
• One-to-one meetings, business briefings and B2B networking opportunities
• Local Environment Audit and Management System (LEAMS)
• Digital media campaigns
• Cleanliness Index Monitoring System (CIMS) • Resident, visitor and employee perception survey • Levy payer feedback surveys
• Press releases and local newspaper columns • On-going website and social media updates • Weekly e-bulletins and regular city centre updates
• Vacant property report
• Monthly digital Essential Trends monitoring report (bi-annual print)
• Edinburgh Visitor Survey
• Quarterly newsletters (printed and digital)
• Car parking data
• Annual Review
• Crime statistics
• AGM
• Event evaluations, both public and business
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Baseline Service Agreement
Statutory services (Baseline Services) are currently delivered by the City of Edinburgh Council and Police Scotland. Essential Edinburgh has a Baseline Services Agreement in place that identifies precisely what the statutory authorities provide in return for business rate. This ensures that the levy investment enhances and does not duplicate the services already provided. Example Baseline Services include: Lighting, maintenance, highways, car parking, estate management, public transport services, traffic enforcement, trading standards, public conveniences, street furniture, Police.
Streets included in the BID
Castle Street, Charlotte Square (between George Street and South Charlotte Street: No 33 – 39 only), Elder Street, Frederick Street (South of George Street), George Street, Hanover Street (South of George Street), Hope Street Lane, James Craig Walk, Meuse Lane, Multrees Walk, Princes Street, Rose Street, Rose Street North Lane, Rose Street South Lane, South Charlotte Street, South St Andrew Street, South St David Street, St Andrew Square, St James Centre, Waverley Steps, West Register Street, West Register Street Lane. All company information, including the full BID Proposal, is available at
www.essentialedinburgh.co.uk.
INCOME & EXPENDITURE Essential Edinburgh core operational costs represent 20% of total expenditure, recognised as best practice by both BIDs Scotland and British BIDs.
This budget represents secure income only. It is anticipated that we will generate an additional £2m over the course of the five year term. This additional income will more than cover the core costs of Essential Edinburgh, ensuring all your levy will be invested into the projects detailed within this business plan.
INCOME
YEAR 1
LEVY 98%
£1,031,964
£1,042,283
£1,052,706
£1,173,233
£1,294,965
£5,595,151
VOLUNTARY CONTRIBUTION
£40,000
£40,000
£40,000
£0
£0
£120,000
ST ANDREW SQUARE INCOME
£52,000
£52,000
£52,000
£52,000
£52,000
£260,000
EDINBURGH INTERNATIONAL FILM FESTIVAL
£20,000
£20,000
£20,000
£20,000
£20,000
£100,000
£1,143,964
£1,154,283
£1,164,706
£1,245,233
£1,366,965
£6,075,151
£96,100
£98,503
£100,965
£103,489
£106,076
£505,133
£1,240,064
£1,252,786
£1,265,671
£1,348,722
£1,473,042
£6,580,284
Promoting
£445,189
£446,520
£449,854
£506,808
£510,295
£2,358,666
Enhancing
£317,000
£317,720
£318,447
£319,182
£319,923
£1,592,272
Protecting
£64,500
£64,500
£64,500
£84,500
£84,500
£362,500
Engaging
£10,000
£10,000
£10,000
£3,000
£3,000
£36,000
Contingency 5%
£37,984
£38,176
£38,343
£41,840
£42,015
£198,358
£250,420
£255,030
£259,740
£264,550
£269,464
£1,299,204
£25,000
£25,000
£25,000
£25,000
£25,000
£125,000
£35,000
£40,000
£75,000
TOTAL BID INCOME EDINBURGH FARMERS MARKET TOTAL INCOME
YEAR 2
YEAR 3
YEAR 4 ESJ Open*
YEAR 5 ESJ Open*
TOTAL
EXPENDITURE
Central costs CEC Levy Collection Charge Renewal Ballot 2023-2028 Costs TOTAL BID EXPENDITURE EDINBURGH FARMERS MARKET TOTAL EXPENDITURE TOTAL SURPLUS YEARS 1-5
£1,150,093
£1,156,946
£1,165,883
£1,279,880
£1,294,197
£6,047,000
£90,000
£91,950
£93,946
£95,988
£98,079
£469,963
£1,240,093
£1,248,896
£1,259,829
£1,375,868
£1,392,276
£6,516,963
£4,971
£8,890
£5,842
-£27,146
£80,765
£73,322
“As a small business person in the private sector it is really unusual to work with an organisation who actually get the job done, who are focused and don’t need prompting, it is unique! Essential Edinburgh is an asset for businesses and the area. I am committing to pay £700 per annum, is the levy worth it? My answer is Yes! Absolutely!” Brendan Denahy, The Voodoo Rooms
Essential Edinburgh Business Plan 2018 - 2023 | 29
THE BOARD & TEAM The Board of Directors Denzil Skinner,
The Team Roddy Smith,
Joshua Miller,
Grant Stewart,
Barry Blamire,
Emily Johnston,
2 Police Scotland: City centre crime statistics
Rochelle Burgess,
Shona Davidson,
3 Tyco & LDC: Footfall statistics
Chair
Charlie Miller
John Lewis Partnership
Chief Executive & Director Senior Manager: Projects Senior Manager: Marketing & Communications
Edinburgh St James & Multrees Walk
Head of Corporate Services (P/T)
Lin Cherrington,
Grant Roberts,
Martin Clarke,
Mark Farvis,
Creative Cookware
Edinburgh Woollen Mill
Operations/ Farmers’ Market Manager Digital Media Manager
John Donnelly,
Gillian James,
David Johnston,
Cassandra Ritchie,
Marketing Edinburgh Montpeliers Edinburgh Ltd
Marketing & Communications Executive (P/T)
Jennifer McPartlin, Marks and Spencers
David Stewart,
Aberdeen Standard Investments
Derek Brownlee,
The Royal Bank of Scotland
Craig Thomson, Boots
Councillor Gavin Barrie,
Convener Housing & Economy Committee, City of Edinburgh Council 30 | Essential Edinburgh Business Plan 2018 - 2023
4 KPMG/BRC: UK retail sales 5 Mitie: Clean Team Report 6 BOP Consulting: Edinburgh Festivals 2015 Impact Study *of those respondents who noted a difference
BID Liaison/Finance Executive
Louise Masson, Harvey Nichols
Sources
1 STR: Edinburgh Visitor Survey*; Edinburgh Hospitality and Retail Sales Monitors; Edinburgh Farmers’ Market Customer Survey; Essential Edinburgh event evaluations.
Copyright The Clean Team James Reilly Dylan Clark Austen Ward Ben Reeder Darren Korfanty Steven Duff
This work is produced in collaboration with various partner organisations for whom it represents intellectual property. No part of this work may be reproduced in whole or in part without express written consent of Essential Edinburgh on behalf of these partners.
Photo Credits
Chris Scott - EIF Bloom Lesley Martin - EIF Bloom Tim Edgeler - Street of Light Eoin Carey - Winter Festivals Lloyd Smith - Field of Light
Essential Edinburgh Business Plan 2018 - 2023 | 31
YOUR VOTE IS ESSENTIAL Key services will only happen with your ‘Yes’ vote: • £1m Marketing Campaign • Clean Team Rapid Response • BID Cop • Basement and doorway cleaning • Christmas Lighting and festive decorations • Hazardous waste removal • Creating public spaces to bring festival footfall to the BID • A strong, collective voice working on your behalf
Between 12th April and 24th May 2018 businesses in Edinburgh’s city centre must make an important decision. Since 2008, Essential Edinburgh has worked to support your city centre through a wide range of initiatives. These have become so much a part of ‘business as usual’ that it’s easy to forget that without your vote, they will not continue. We can’t do it without you.
• Our programme of exceptional events to draw in customers • Chewing Gum Removal • 2x dedicated Homelessness Case Workers for the city centre • Preferred Rate Changeworks Recycling partnership • Maintenance of City Centre CCTV • City centre monitoring project and Essential Trends • Dedicated team for city centre marketing and promotion • Checkin, Check Out, Pubwatch, Goldwatch
139 George Street, Edinburgh EH2 4JY | roddysmith@essentialedinburgh.co.uk | 0131 220 8580
32 | Essential Edinburgh Business Plan 2018 - 2023
“We need Essential Edinburgh; to keep animating the area and keep putting on events that people want to come to. Otherwise they are just going to stay in, or go out to a retail parks and then we won’t have the independence and the quirkiness that we have come to know and love.” Louise Maclean, Element and Badger & Co