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2014 - 2019

www.roystonfirst.com


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2 Royston First | Renewal Ballot Prospectus | 2014-2019

Achievements in Term One

How did we do?

Projects in 2009 prospectus

1st BID Term 2009 to 2014

Angel Pavement refurbishment

4

DELIVERED

Free-After-3 parking scheme

4

DELIVERED

Industrial Estate shuttle bus

4

DELIVERED

Royston Picture Palace - build

4

DELIVERED

Royston Picture Palace - ongoing support

4

ONGOING

Operation Artemis policing

4

DELIVERED

Pigeon control

4

DELIVERED

Youth projects

4

ONGOING

Scratchcard parking scheme

4

DELIVERED

Christmas lights

4

DELIVERED

Royston 'Focus' 15,000 circulation business listing

4

DELIVERED

ANPR cameras

4

DELIVERED

Signage

4

DELIVERED

Dressing empty shop windows

4

DELIVERED

Incentivising new retailers

4

DELIVERED

Event support

4

DELIVERED

Gateway signage Visitor Information Centre Town 'App' Cinema 'shorts' publicising businesses in cinema

info@roystonfirst.com

UNDER DISCUSSION IN PIPELINE UNDER DISCUSSION IN PIPELINE


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Royston First | Renewal Ballot Prospectus | 2014-2019 3

Term Two? It’s up to you...

4

8

Activities for 2014 to 2019 if you vote

Activities for 2014 to 2019 if you vote

‘YES‘

‘NO‘

4 Scratchcard parking scheme extended 4 Event support increased

4 Free-After-3 parking scheme sustained 4 Operation Artemis policing continues 4 Royston Picture Palace maintained

4 ANPR cameras

? Gateway signage ? Free-After-3 parking scheme ? Christmas Lights installed

4 ANPR cameras adapted to meet new guidelines 4 Pigeon control maintained

4 Drive for new investment and businesses

4 A ‘Big Win’ initiated, perhaps a splashpool in the park

4 Christmas lights installed and improved 4 Better employee car parking 4 Gateway signage increased

4 Signage modernised and extended 4 Dressing empty shop windows

4 Visitor Information Centre supported 4 Additional Cinema 'shorts'

4 Town 'App' and website developed and promoted 4 Increased security for small businesses 4 Regular ‘deep cleans’ 4 Retail Academy

4 Business to business hub

4 Improve and to add to markets

4 Royston Focus new editions distributed

www.roystonfirst.com


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4 Royston First | Renewal Ballot Prospectus | 2014-2019

CONTENTS 2 3 5 6 7 8 9 10 11 12 13 14 15 16 16 17 17 18 18 19 20 20 20

Achievements in Term One Term Two? It’s up to you... A message from the Chairman Why a BID? Why keep the BID going? Business as usual Business as usual (continued) Business as usual (continued) Town development Marketing, promotion and events Supporting local businesses (and the ‘Big Win’) Key aims - who benefits? Income and expenditure The BID area Levy arrangements and a typical contributions table The ballot process Monitoring, KPIs and communications Board structure, staffing and management of the BID Risk analysis and Royston without a BID A message from the Royston Town Mayor The Royston First BID renewal team Members of the Royston First Advisory Council The timetable

info@roystonfirst.com


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Royston First | Renewal Ballot Prospectus | 2014-2019 5

A message from the Chairman:

to ness mandate u all! ing of the busi s e as o n t o y o w e h t ne or f re l o e s ca t th lo n l, e of al m or sm favour Co m p l i es here, large ked to vote in us all. Business you will be as of ar Ye fit ne ew N be e e Early in th ating for th e Fi r s t BI D oper to say ‘Yes’. they have all th keep R oy s t on te, one chance vo e te and ensure ill vo on w is st ll th ju bi st ve vy ca le ha e to ‘Yes’ vote th national will n is entitled a t tio sa ou ni ith ga W or ill n. ture w in your r Roysto lf. The town’s fu ive decision fo you know who inster. s on your beha this vital, posit Please ensure le tm e ck es ak ta W m D m to BI fro e ed ey ne work that th ing pressure nd od fu go g e information th sin th l ea al -incr that so does at is under ever pany money stop and with cal authority th time and com lo y a m t ith w en ly sp le ve wn, I ha l a number from have then rest so aders in the to people as wel l le ca ss lo ne y si an be sure we bu m r any othe e BID, we can e support of th th g in ys jo in ta en Along with m re D BI vour of ton Fi r s t. The By voting in fa backing R oy s at trade here. nge us all. th le al rens ch tio ill sa st ni ma in a newly e issues that national orga th of y an mmunity cine m the co a to in : s n rm at tio st te lu e ar so im a unique r first five ye e lowest cr th ou of in s e . se m ns es so oo e cc g su achiev late aftern me outstandin that has helped e previously empty in the g in sh lic ca po in We’ve had so k ed er £300 at wer n Hall; enhanc -funding of ov ls car parks th furbished Tow ring matched rking which fil cu pa se -3 in er ul ft sf -A es country; Free ve been succ e BID team ha mber of new Additionally, th the first BID term. a significant nu first term g in os op pr er e we ar om the and services ov tation exercise uations of the successes fr in ranging consul ent lose impetus. id a co w m e a ar ne d e ci de e es or have th . Many of th up Having conclu 19 ck 20 ill attempt to ba by p y e ee er r deliv e levels cr es where w w iv im at cr t iti le in t g no in Propositions fo rk to e pa use of e determined es – such as th ees and wider ... where we ar existing schem ing for employ business-tork e to th pa ns d io ed an is ns y id pa retail academ g hours, subs Others are ex e in th rk – they are all , pa ce on an ee m fr st m l tiona – for in thing in co e on ve introduce addi some are completely new ha , er , howev And . All initiatives scratchcards. dustrial estate in of Royston. e t ! th en on em b ov eck it out now business hu inued impr nt co e th n n. So please, ch ai io nt at ai m rm fo to in ed e design e box that lots mor om gives you sure you tick th t.c e ak irs m nf d to ys an .ro as ww Christm great future. Our website w the post after a town with a in e, is be om ill w pr t at ea th ith gr e ballot papers ton, a town w Look out for th and safer Roys er ht ig br , er tt be says ‘Yes’ to a

ell David Campb

ell David Campb mpany Ltd ton First BID Co ys would like Chairman, Ro Bio Systems any queries or P ve TA , ha or u ct yo ire if D 2 wal team. Finance 63 878 24 n First BID rene to phone 0 17 to e ys fre Ro e el fe th se of ea any g very close, pl ars with me or PS: With votin another five ye to D BI e th g in to discuss help

www.roystonfirst.com


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6 Royston First | Renewal Ballot Prospectus | 2014-2019

Why a BID? BIDs are the fastest growing partnership framework we have seen for decades in the UK. Quite simply a BID is a geographically defined area where businesses pay into a collective kitty to pay for additional services that they feel will benefit them and the local community. Each business pays in according to its size (by Rateable Value: RV) and ALL the money collected goes to buying the extras determined by common consent. The process is managed by the businesses themselves and lasts for up to five years. Royston has had a BID since 2009 but its first term is due to finish next year, in March 2014.

Research to date and the overall conclusions From answers received from business levy payers (representing over 3,000 employees): • Rising business costs are viewed as the greatest challenge to future profitability • +56% feel that Royston has remained the same or has improved as a place to conduct business in the last four years, since the BID was introduced …. and from Royston users: • 87% visit once a week or more frequently but stay less than two hours in total • 50% come to town by car….but a fifth of them still find parking less than easy

77%

+

HAVE SEEN TRADE REMAIN CONSTANT OR IMPROVED OVER THE PAST YEAR

• 80% feel that the town's commercial offer is disappointingly poor • 94% like the market but would prefer it to trade for longer and more frequently • Cambridge, Stevenage and Letchworth are the principal competitors • The park and the friendliness of the people are Royston's key strengths • 55% would spend more time and money in the town if the shopping offer was better

EXPECT TRADE TO REMAIN THE SAME OR INCREASE IN THE COMING YEAR

94%

+

The results of our research prompted us to come up with the following prioritised actions we plan to tackle over the next five years: • Business as usual….the current BID activities that must continue (they would disappear if a 'No' vote is the result of the forthcoming renewal ballot) • Making sure Royston remains the focus for its local community • Supporting local businesses….more activities we can do together to help • Making more of marketing, promotion and events • Choosing and delivering another ‘Big Win’

info@roystonfirst.com


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Royston First | Renewal Ballot Prospectus | 2014-2019 7

Why keep the BID going? The Town Centre needs to hold its own in the face of a national decline in retail sales. As we have proved over the last four years, together we are strong and can sustain a collective fight back. With a “yes” vote, we will see more than one million pounds of additional investment brought into Royston. Our Industrial Estate is in robust health with new businesses choosing it for their regional base alongside international “names”. We must continue to ensure that it is seen as an attractive location to invest in, especially from the security angle. Promoting the area’s successes more extensively will support the wider town and community.

The Police Sergeant

The MP

“ I supported the Business Improvement District legislation when it was brought in front of Parliament in 2003 and was subsequently pleased to see it enacted in my home town. Since the 2009 launch, I’ve followed the work of the Royston First BID and have been impressed by the scope of the projects delivered. I am convinced that renewal for a further five year term is an important way forward for our town and I commend the BID to the voting businesses.”

The Business owner

“ I have been the Sergeant at Royston for over four years and during that time I have worked closely with Royston First on a number of projects. It has been an excellent partnership which has proved immensely successful in reducing crime and disorder around the town. In each of these four years the crime rate in Royston and villages has fallen - from over 1,000 crimes to less than 600 forecast for this year and this is in no small part due to our work with Royston First. Initiatives such as the Royston First-funded ANPR system and our extra police patrols (Operation Artemis) have both played a huge part in this reduction.

“ Royston First has greatly benefited our business, not least in the increased security and police presence on the industrial estate, both of which have had a noticeable effect. The various parking schemes have made it easier for our employees to park in Royston, and we have increased our use of local suppliers based in the Town Centre as a result. We are looking forward to working together on the Visitor Information Centre.”

Royston is very much the better for Royston First’s funding of, and collaboration with, our local police work.”

www.roystonfirst.com


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8 Royston First | Renewal Ballot Prospectus | 2014-2019

Business as usual The next six pages detail the proposals from Royston First for the BID's activity programme covering the period April 2014 to March 2019.

Security 1. Operation Artemis With Royston First funding, Hertfordshire Constabulary have mounted two-man, late night, weekend uniformed patrols. Commencing in the parks to curb youth offending, they then patrol the industrial areas and pubs/clubs throughout the town. At closing time they maintain a visible presence in the Town Centre and patrol recognised routes home.

2. ANPR After working quietly in the background for a couple of years, Royston’s ‘Ring-of-Steel’ drew unwelcome national attention when the ICO labelled the scheme as ‘disproportionate’ – basically it’s working too well! Although no business protected by the cameras has complained, it is likely that the grip will be loosened slightly. However, our town will remain protected.

Parking 3. Scratchcards

Crime figures in Royston have fallen steadily over the past four years ... a fact which the police attribute in no small part to the patrols funded by the BID:

Parking scratchcards offer one hour’s free parking in any of the Town Centre car parks. These cards are issued to any of the businesses in the industrial areas to encourage employees to run errands and shop in the Town Centre.

Reported Criminal Acts

4. Free-After-3

2009/10

653

2010/11

574

2011/12

583

2012/13

491

In combination with our District and County councillors, Royston First has acquired parking privileges from NHDC allowing all parking in the Town Centre car parks to be free-ofcharge after 3pm.The impact of this initiative has been impressive. Designed to entice parents on the school run into town after picking up their children, the car parks have been transformed from empty to full in the late afternoon. A more subtle impact has been that parking as an issue has moved off the top of the “problem” rankings.

Reported incidents of ASB 2009/10 2010/11

680

2011/12

527

2012/13

356

Jenny Mica Hardware

Reported Criminal Damage 2009/10

181

2010/11

158

2011/12

127

2012/13

102 “ The "Free-After-3" parking has certainly been hugely beneficial to us. We have had to maintain full staff levels all day because customers continue to visit the shop right up to closing time.”

info@roystonfirst.com


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Information and Events 5. Royston Focus Over the past three years we have produced a number of editions of Royston Focus - an A3, 4-sided, glossy information sheet that is circulated to 15,000 households with details of new public-facing businesses in Royston. The publication features maps of key areas and a listing with contact details and coordinates of all relevant businesses.

6. Events We run half-a-dozen events per year such as the Christmas Carnival and the Easter Chocolate Trail.There are others we assist with such as the May Fayre, and yet more where we provide essential sponsorship (The Arts Festival, Open Secrets and various events organised by Royston Means Business).

7. Visitor Information Centre It is intended that a dedicated Visitor Information Centre be opened to maximise 'tourism' potential from attractions such as the Royston Cave, the Royston Museum and nearby historical artefacts on the Heath. We would like to be in a position to underwrite this project until at least 2016.

8. Town gateways Royston First is looking to support and enhance the digital signage scheme proposed by Hertfordshire Highways. Discussions continue but currently we are pushing for a trial installation this year before a full run out in the second term of the BID.

9. Town app A specification has been issued to create a town 'App' based around the Royston Trail. We hope to deliver this before March next year and expand it further subsequently.

10. Cinema It has been a huge achievement to deliver a state-of-the-art cinema into the centre of Royston - bringing 5-6,000 people into town over a year. All that spend staying in town on a weekend is good news ... and employees of Royston businesses have more for themselves and their families to do locally.

Tony M-Viron

“ Royston First has supported various events in Royston that have had a positive impact on local businesses and attracted shoppers into the town centre. I am involved with Royston Open Secrets which, with support funding from Royston First, attracted over 2000 people in 2013. Royston Means Business are also running events which without Royston First’s support simply could not go ahead.”

www.roystonfirst.com


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10 Royston First | Renewal Ballot Prospectus | 2014-2019

Town Centre 11. Empty shop windows In years one and two of the first BID term, Royston First invested money in dressing the windows of vacant units in the High Street and Angel Pavement. As we come to a second phase of window dressing, all but two of the original premises have been occupied. The new dressing will display 3-D renderings of the shops behind as part of our work to attract new tenants into prime units.

Kim Hush Skin & Beauty

12. Pigeons The mighty ‘Royston Flock’ continues to wheel above the town. Many and various methods have been tested in order to control numbers. In the face of legal challenges to culling, we have opted for a policy of moving the birds away from street edge locations and limiting their roosts using a combination of spikes, wires, netting and fire gel (a substance that dissuades pigeons from settling).

info@roystonfirst.com

“ We have seen Royston improve in the last four years since the BID started. The projects that have helped our business are the town events supported by Royston First, particularly the development of the new cinema and free parking schemes.”


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Royston First | Renewal Ballot Prospectus | 2014-2019 11

Town development 13. The charter market

16. Cleaning

During 2013 Royston Town Council took over the lease for the market square in order to run the market and parking. Royston First anticipates that the market will continue to evolve and intends to assist with possible additions e.g. visiting markets during the summer.

Not something that was included in the first BID term, deep cleaning of pavements is proposed at regular intervals during the second term.

14. Retail academy We intend that expertise will be brought-in to offer a visiting retail training facility. It is envisaged that this will provide a retail training module looking at merchandising with marketing, window display and customer handling. We are also proposing a separate retail technology module looking at using the Internet and web-building skills for retailers.

15. Christmas lights Over recent years our Christmas lights have been expanded and enhanced. However, the infrastructure that supports them requires upgrading and made more “environmentally friendly”. Although impacting rather less than most of our planned activities, this essential work must be tackled over the next five years.

17. Gateways & signage During a second BID term, it is anticipated that Royston First will work together with Hertfordshire Highways to deliver digital information signs at all major entrances to Royston and digital parking information signs further inside the town. In addition, we will focus on better local signage, directing visitors to areas of particular interest.

Rick TAP Biosystems

“ The BID has been a huge success and the flagship projects - for example the cinema, crime reduction measures, town centre improvements – have been applauded. I have also been impressed with how imaginatively the BID has tried to deliver benefits across the town and the industrial park. Everyone knows about the successful work the BID has done to ease parking in the town (Free-After-3, extra parking slots). Alongside that, the BID has been issuing free Town Centre parking tickets for people working in the industrial park. A lot of the employees at my company have taken advantage of this and it helps retailers in the town centre as well. This is a good example of how the BID has delivered effective, targeted measures to really help Royston thrive. I fervently hope the BID is given a further opportunity to carry on this good work.” © Photo courtesy of the Royston Crow

www.roystonfirst.com


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12 Royston First | Renewal Ballot Prospectus | 2014-2019

Marketing, promotion and events We want to increase Royston's profile wherever and whenever possible. 18. Visitor Information Centre We would like to expand the centre's role to actively promoting the town and it's attractions to a wider audience, hosting visitor events on a regular basis as a draw.

19. Cave DVD, town 'app' We will engage a professional PR agency to publicise and distribute these 'digital brochures' as widely as possible in order to bring additional footfall to the town.

Alice Great Fit

“ At first I was sceptical about the BID Levy, it was just another business expense but since we started Royston Means Business and have seen how some of the money has been spent, I can see the value that the scheme has. One thing is for certain, if the BID didn't exist we would find it extremely hard to run any events in Royston and we would face years without improvements to the town centre. Because the money is ring-fenced for our town and to improve doing business in our town, we know it won't get swallowed up by other budgets - it really is there for us.”

info@roystonfirst.com

20. Cinema shorts We will extend the scope of bespoke filming to as many business sectors as possible within the town. This will allow local companies to advertise themselves to audiences created by the re-establishment of a cinema in Royston.

21. Events Royston First aims to add at least one more major annual event to Royston's calendar. High on the list currently would be some form of food festival ... but detailed discussions can't begin until the second BID term.

Ben The Old Bull Inn

“ We are supporting Royston First because we can see how continuing and extended projects such as the cinema and advertising shorts can increase footfall in Royston – which can only be good for our hotel business and the town as a whole.”


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Supporting local businesses (and the ‘Big Win’) 22. Business-to-business hub networking and information exchange

24. Employee parking

Royston First will undertake to build and maintain a Royston businesses web site, featuring:

Royston First will attempt to negotiate bulk parking rates with NHDC on the basis of filling spare parking capacity ... particularly in the Town Hall car park. This will enable employers to offer their staff an extra perk and/or reduce their current costs.

4 Business descriptions and products

25. Extend parking scratchcard scheme

4 Skills availability

Very popular with the companies that use it, we will seek to improve the parking scratchcard scheme during our second term and increase the number of companies adopting it.

4 On-line offers

26. The next ‘Big Win’

4 Rolling banner advertising

4 Hyperlinks to existing business websites 4 Job availability

4 Bulk purchase opportunities, including waste disposal and recycling 4 An employment law helpline 4 Security links

Following the success of the Royston Picture Palace, we want to either assist with a revamp of the High Street, or perhaps participate in the installation of a Splash Park and water play area. We have costed-in one of these schemes but may be able to do more if we can leverage more funding from other sources, as we did with the cinema.

23. Industrial estate security Assuming the ICO delivers on its promises to create gaps in our ANPR coverage, we propose that a 'scan-and-display' system, (where a vehicles number is displayed as it passes), will be installed at the entrances to the main industrial estate (our most vulnerable area).

Denise Hardcastle Burton

“ We are excited about the prospect of a second Royston BID term because the planned new projects will directly benefit our business and the wider Royston community. We particularly look forward to the new business hub and to improved parking arrangements.”

Jenny Uniform Shop

“ We were extremely pleased to read about the further security measures being planned by Royston First. We also benefited directly from the opening of the cinema. That’s why we are supporting the BID renewal.”

www.roystonfirst.com


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14 Royston First | Renewal Ballot Prospectus | 2014-2019

Key aims - who benefits? By working closely with our partners from North Hertfordshire District Council, Royston Town Council Hertfordshire Highways, The Trustees of The Royston Cave, Royston Museum and Hertfordshire Police, we aim to:

Aims:

Benefits:

4 Grow the economic health and well-being of the whole town

The benefits that the BID will bring to the town are:

4 Continue to improve community facilities and social cohesion

4 Maintain the perception of safety across the entire town

4 Increase and promote local businesses and the standards they trade by 4 Increase the involvement of businesses in the broader, local community 4 Work smarter with other organisations that are dedicated to raising the profile and appeal of Royston

Mat Ad Hoc

To the corporate sector

4 An improved working environment which will increase business ability to recruit and retain quality staff and in turn, minimise loss of expertise

4 A reduction in staff turnover, giving an improved bottom line 4 Continued low levels of criminal damage to property, both company and private

4 Improved perception by clients following a more positive experience in Royston 4 A strong, collective voice on key issues for businesses

To retail and professional services sector 4 A positive impact on footfall as a direct result of an improved business environment

4 A reduction in retail crime and stock loss via our safety and security actions 4 Longer dwell-time leading to increased visitor spend (which our surveys suggest has dropped over recent years)

4 A safer and more attractive shopping environment which will optimise our chances of attracting new businesses to the town centre “ As the owner of two businesses in Royston, I can say without any doubt that Royston First has directly benefited us. Their support (with Royston Means Business) for Ad Hoc’s Summer Rock event dramatically increased footfall into the town centre. We want to see a second BID term and look forward to working with Royston First on future events.�

4 Sustained investment over a five-year period

To the community

4 A safer and more secure environment for residents and visitors

4 Marketing and promotion projects will raise profile and footfall

4 More activities and amenities to engage and entertain 4 Better employment prospects for local workers

4 Greater civic pride and taking pleasure from an attractive, green environment

4 Family costs reduced by having to travel less for shopping, or using amenities (e.g. the cinema)

info@roystonfirst.com


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Royston First | Renewal Ballot Prospectus | 2014-2019 15

Income and expenditure Projected income for the period 2014 to 2019 Year One

Year Two*

Year Three

Year Four

Year Five

Total

Levy receipts

175,500

180,750

186,250

191,750

197,500

931,750

Earned income

3,000

4,000

5,000

6,000

8,000

26,000

Total

178,500

184,750

191,250

197,750

205,500

957,750

Anticipated expenditure for the second term of Royston First BID projects

2014

2015

2016

2017

2018

Five-year total

Business as usual

69,000

70,000

61,000

62,000

63,000

325,000

Marketing, promotion and events

35,000

36,000

37,500

39,000

41,000

188,500

Town development

15,000

15,000

16,000

16,000

17,000

79,000

Supporting local businesses

25,000

25,000

30,000

30,000

30,000

140,000

Major project support (the ‘Big Win’)

5,000

8,000

15000

18,000

20,000

66,000

Overheads and contingency

29,500

30,700

31,700

32,800

34,500

159,200

Total

178,500

184,700

191,200

197,800

205,500

957,700

Notes on the accounts: These budgets are for illustration only. There are several factors that will influence the precise amounts collected and spent. However the BID board will not spend money it simply has not got

John Johnson Matthey

1. *A typical inflation figure of +3% has been added to the income each year. The precise rate will vary. +3% on a typical levy payment of £250 a year adds an additional £7.50 to the bill 2. A contingency of £5,000 per annum has been included. At the end of the next five years, assuming it is unused, it could be applied to cover the cost of a further BID renewal 3. Overheads are calculated as a fixed percentage of the overall income, at a figure lower that than recommended by the BID guidance notes from the InterBanking Federation with which our business plan complies

“ Johnson Matthey is very proud of its involvement with Royston First and is keen to support it through a second successful term.”

www.roystonfirst.com


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16 Royston First | Renewal Ballot Prospectus | 2014-2019

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Kiln House Yard King James Way King Street Kneesworth Street London Road (Part) Lower Gower Road Lower King Street Lumen Road Mackerel Hall Market Hill Melbourn Road Melbourn Street Mill Road Morton Street Newark Close North Close Old North Road Orchard Road Palace Gardens

ELD THFI HEA

Angel Pavement Baldock Road (Part) Baldock Street Barkway Street Beverley Close Church Lane Coombelands Fish Hill George Lane Gower Road Grantham Close Green Drift Greenfield Green Street Heathfield High Street Jarman Way Jepps Lane John Street

A505

A1198

DA BEL M AV

The following is a list of the streets known to fall within the 2014-19 BID boundary:

B1039

BID BOUNDARY

Levy arrangements and a typical contributions table The BID investment levy will be the principal source of income for the BID, needed to meet the costs of the additional services identified from our research as listed on pages 8 to 13. Royston First will apply a levy of 1.75p in the £ on all rateable properties with a rateable value of over £2,500 located in the eligible area. This represents a reduction of 12.5% on the levy rate that was set for the first term of the BID. Those properties with a rateable value of £2,500 or less will pay a fixed contribution of £52 per year to be part of the BID organisation.

Example levy payments to Royston First from 2014: Rateable Value (RV 2010)

Levy per year at 1.75%

Levy cost per week

Less than £2,500

£52

£1.00

£10,000

£175.00

£3.37

£25,000

£438

£8.41

£100,000

£1,750

£33.65

NHDC have generously agreed to collect the levy without charging. They will issue the BID levy bills and collect the levy from March 2014 and transfer the entire sum generated to the BID's accounts where it is controlled by your nominated Board members. The BID levy is charged on an annual basis and is a compulsory payment, just the same as your business rates (it is enforced by very similar legislation). You are required to pay the levy if the BID renewal vote is successful regardless of whether or not you voted, or how you voted, if you did.

info@roystonfirst.com


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Royston First | Renewal Ballot Prospectus | 2014-2019 17

The ballot process In the second week of January next year all eligible businesses inside the revised BID boundary described on page 16 will be asked to cast their vote to retain the Royston First BID Company for the BID for a further five-year period. It will be a formal and confidential postal ballot lasting 28 days, run by the District Council's Electoral Services Department. All those business ratepayers listed on the Council's database as at 23rd December 2013 are eligible to vote in the ballot (the date of the Notice of Ballot). Nominated individuals entitled to vote in the ballot will have one vote in respect of each hereditament occupied or, if unoccupied, owned by them in the area of the proposed BID. Ballot papers will be posted to all voters on or by the 9th

January 2014 and ballot papers must be returned to The Ballot Holder by not later than 5pm on the 6th February 2014 (the 'day of the ballot'). The BID will progress to a second term if both of the following tests are met:

4 Of the votes received, a numerical majority of the rateable properties voting in the ballot must vote in favour

4 Those voting in favour must represent a numerical majority by aggregate of their rateable values of the rated properties exercising their vote If the vote is in favour of continuing the BID then it will maintain its operations seamlessly from the termination of the first period of operation at the end of March 2014 to the commencement of the second on the 1st April 2014.

Monitoring, KPIs and communications How will we measure success?

Key Performance Indicators:

Royston First will deliver the projects and services as outlined in the activity section earlier over the next five year “life� of the BID. Each project and service will either build on what is already provided by the BID Company to date or introduce a new service now considered a priority by businesses.

1 . Individual project delivery in relation to the Business Plan timetable 2 . Recorded footfall patterns

A key dimension to the BID proposal is the reassurance to all non-domestic ratepayers that they will see value for the money they contribute. Naturally this will be measured against each individual project but the overall impact of the BID over its five year term is important too. The level of progress made on all projects will be assessed during each year of the BID using a dedicated Key Performance Indicator for each individual project. We will also have a number of specific indicators for the whole of the BID and the town so that we can be sure we are moving solidly ahead vis-Ă -vis our stated ambition. All the KPIs will be independently assessed by an external auditor. The results of this will be reported back on a regular basis to BID levy payers through our recognised lines of communication (website, ebulletin, newsletters and meetings).

3 . User opinions of the town via on-street market research 4 . Car parking performance statistics 5 . Reported crime figures including theft, car-related crime and reported violence, especially associated with the industrial complex 6 . The level of vacant units in the town centre

Core services monitoring: Regular monitoring and evaluation of the standards within the BID area will ensure that the services provided by public agencies are to the standard and requirements set out in the Environmental Protection Acts and other legislation/ schedules that define how some Local Authority services are delivered into the town. We will also plan to benchmark against other locations of a similar size and profile to Royston to check that we are making progress ahead of those places without a BID operation, and compare ourselves with the few towns and cities that have set up their own BID function. www.roystonfirst.com


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18 Royston First | Renewal Ballot Prospectus | 2014-2019

Board structure, staffing and management of the BID As the BID is largely an investment by you as local businesses in the management of the trading environment around your premises, it is vital that control remains with those who are paying for the extra services. Consequently the Board members will be nominated by you and directly accountable only to you as the contributing businesses. It will have a private sector chairperson and aims to consist of 20 members (as a maximum) including at least 15 elected Board members representing the different sectors of the levy payers in the BID area. All members will be determined by ballot of the voters at the AGM with a third of the Board offering to retire each year by rotation. The Board will meet at least three times per year. There will be working groups, each led by a different Board director, for each major activity theme.

They will oversee the work of a BID Manager and supporting staff who will offer a consistently high standard and attention to detail in both supervising the delivery of our extra services and communicating regular updates and information about the BID and its progress. A stakeholders' report will be issued every six months to keep you informed of progress and there will be regular email bulletins sent out giving you the latest BID news updates. Our website will continuously stream information both to stakeholders and visitors to the town. The accounts for the company and its business plan and the delivery against it will be regularly assessed by external auditors and scrutineers to ensure maximum return on investment for those paying the BID levy. They will be audited independently on an annual basis and be presented at an AGM to which all levy payers will be invited. At this annual AGM levy payers will also receive reports on the BID performance during the year and can question the Board on the progress of the BID and the town, before new Board members are elected.

Risk analysis and Royston without a BID Royston First is a significant business undertaking with all the attendant risks that go with it. Its sphere of operations directly influences the commercial area that all businesses, both in town and on the industrial estate and their staff rely upon for their living. It is appropriate, therefore, to give due consideration to this challenge and to the risks associated with it. If BIDs across the UK do not develop and grow further, current national business trends indicate a gradual, sustained decline of commercial profitability in town centres like Royston. Competition across the region is already strong and recent investment decisions in Cambridge, Letchworth, Stevenage, Peterborough and Milton Keynes will increase their appeal, especially for the evening economy. Failure to respond positively to this competition will inevitably mean

info@roystonfirst.com

further decline in sales and overall profitability for many of the companies trading in the BID area. The BID combines solid business support and a compulsory payment scheme, which guarantees constant cash flow. Thus, it will be easier for Royston First BID Company Ltd. to control costs, plan over the longer term and rise to the expectations of its stakeholders. A financial contingency is contained within the budget meaning that, should the income from the levy fall short of those anticipated for any period, costs can be adjusted accordingly. At the end of the next five years, if no discernable difference is detected then a vote against renewal will simply “switch off� the BID and with it all business contributions. The Company is VAT registered to ensure that the tax can be reclaimed on expenditure. It also benefits from mutual trading status meaning that it is exempt from any Corporation Tax liability.


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Page 19

Royston First | Renewal Ballot Prospectus | 2014-2019 19

A message from the Royston Town Mayor: NCIL

N COU W O T N O T S OY

R

rk

n-Bjö usan Thornto S . rs M : rk Town Cle

newal of suppor t for re t by Town Mayor’s ement Distric iness Improv d ite m Li ny Royston Bus pa t BID Com Royston Firs t the ld fully suppor Council, I wou n w To on . st Roy 2014 behalf of the date early in wn Mayor, on to renew its business man To on st oy R s A t BID been Royston Firs ements have proposal by many enhanc security measures, , ed rm fo st fir ing improved hemes First BID was vicinity, includ hen Royston community sc Since 2009 w e Town and its immediate e promotions, suppor t of Town on st oy R in th unction with Town Centr nj ts co en in initiated with g, em in l. nc ent enha all, provid e Town Hal retail environm most significant project of ston Picture Palace, in th e oy th R s he ap and perh Cinema, T so by match w Community irst BID but al ld not have F on Council, a ne st oy R ID wou rectly by en funded di oyston first B suppor t of R ects have be oj e th pr t e ou es ith th w Many of , which, other partners funding from ill ects which w y exciting proj materialised. an ill m w ils es ta ss de ne 2019 l busi n for 2014 to ped that loca Business Pla . It is to be ho ston First BID te ed oy da os R to op by t pr ed ic tr ev he is T hi D ac t s en se em es prov e succ Business Im build upon th wal of Royston ing Ballot. ne re e th t or supp rthcom ited in the fo Company Lim

wn Mayor – Royston To Cllr Bob Smith r 2013 15th Novembe

8 7DA ton, Herts., SG Street, Roys rn ou elb M 24 763 8016 Town Hall, 5484 Fax 01 ne: 01763 24 ho rp we ns Tel/A ouncil.gov.uk roystontownc Email: admin@

www.roystonfirst.com


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Page 20

The Royston First BID renewal team: David Campbell

Finance Director, TAP Biosystems

John Gourd

Site Director, Johnson Matthey plc

David Smyth Nigel Reader Geraint Burnell Chris Hollins Julia Brooks

Voting members of the Royston First Advisory Council: A la n Ba r l ow Managing Director, ABA Consultants

M a d el ei n e J o n es Proprietor, Knibbs Meatsafe

Partner, UHY-WKH Accountancy

A la n Wi dd i ngt on Manager, The Stationery Cupboard

Proprietor, Borders & Bows

Bi l l D a v i d s o n Representing Royston residents

M a rg a ret W h i t e Veterinary Nurse Royston Veterinary Centre

Royston Town Manager

Ca t h B o u g h t o n Proprietor, The Listing

Director, pfbb UK LLP

Cl l r. Fi o na H i ll Representing NHDC

Communication team

Da v id Smy t h Senior Partner, UHY WKH Accountants

R i c k H o ll w a y Marketing Director The Automation Partnership

I a n K n o w l es Partner, Sharman Knowles

R u pe r t M a t t h ew s Proprietor, Fourways Accountants

J a m e s Ke a t l e y Director, NPK Development

S t ephen L a rcom be Partner, Limbach Banham

J im B u l l a r d Managing Director, Archers

S t e v e n Ja c k s o n Managing Director, Enfield Electricals

J ohn G o u rd Site Director, Johnson Matthey

S u sa n Th o rn t o n - B j o rk Town Clerk, Royston Town Council

Sharon Windebank Communication team

N ig e l R e a d e r Proprietor, Borders & Bows O sc a r S a s s o l i Partner, Penn Sassoli

Da v id Ca mp b el l , Chairman

Contact information: Please ring our answering service on 01763 878 242 or visit our website www.roystonfirst.com

The timetable The timetable for the next few months: By 23rd December 2013

March 2014

4 Notice of ballot

4 Levy bills issued

North Hertfordshire District Council Public Notice

Payable on receipt of the Demand Notice

9th January 2014

1st April 2014

4 Ballot papers issued

4 BID company formally commences second term

NHDC

Contracts ready for additional services provision

6th February 2014

1st April 2014 to 31st March 2019

4 Day of the ballot

4 BID term

Ballot closes at 5pm

The start date and end date of the BID

7th February 2014 4 Announcement of ballot result

ROYSTON F1RST c/o Town Hall Melbourn Street Royston SG8 7DA t 01763 878 242 e info@roystonfirst.com

SCAN THE QR CODE TO VISIT OUR WEBSITE WHERE THE FULL BUSINESS PLAN CAN BE DOWNLOADED

This prospectus is an extract from the Royston First renewal business plan. Whilst every effort has been made to ensure that it is an accurate reflection of that business plan no liability can be accepted for any errors or omissions that may have occurred during the preparation of this document. Š Royston First BID Company Ltd

Produced by C4B Media Ltd - www.c4bmedia.com

Declared via the media

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