w
Business Plan 2027-2032
FOREWORD BID does an amazing job at promoting St Albans and its attractions to people who visit. In this new landscape of online shopping it’s so important to show the human real life side of the city from its history, buildings and atmosphere! Keep up the good work.
Over the past decade, St Albans City Centre BID has delivered real, measurable results. During the current term, St Albans has outperformed the GB Benchmark by 3.1%* in cumulative total sales growth. In BID’s survey of levy payers earlier this year, 89% told us they’re aware of the BID and its work, and 65% support a third term. That track record is why, in year 1 of the next term, we’re reducing the levy rate from 2.19% to 1.85% of rateable value. An annual levy of £500 costs just £1.37 a day — less than a cup of coffee.
TONY – EARLEY’S
We are so grateful for the support that St Albans BID has given to St Albans Shopmobility for the past 4 years. I really don’t think we could have survived without the wonderful team at St Albans BID. Thank you for helping St Albans City centre become more accessible!! JULIET – SHOPMOBILITY
Without the BID, there would be no dedicated representation for City Centre businesses, and no budget for the additionality that sets St Albans apart: illuminations, events, planters, banners, and national PR that businesses could not achieve alone. This matters more than ever as Local Government Reorganisation brings a new Unitary Council covering both Dacorum and St Albans — a change that risks diluting the focus and representation St Albans has built over the past decade.
We have participated in a variety of events but have particularly enjoyed the networking opportunities organised by BID in which we have met other local businesses. This has fostered new relationships and connections which has been great and gets our name out there more. BID creates various events across the city that are fun and engage the public in a positive way for local businesses.
This Ballot gives you a simple choice. A Yes vote continues our delivery on your behalf for a third term. There is no other candidate. Full detail on what we’ve delivered, what levy payers told us, and how the budget breaks down can be found throughout this plan — see pages 10-11 for survey results and page 25 for the budget.
Alison Berneye
SIMON - SIMON KNIGHT ARCHITECTS
THIPPI AND CHARLES - SALA THAI
C HIEF E X ECUTIV E OF F ICER
*Beauclair Debit Card Spend Data
CONTENTS
BID St Albans has been an incredible support for local businesses like ours. They’ve helped us promote our events through the Enjoy St Albans website and their social media, which has really boosted our visibility in the community. The networking events they organise have also been invaluable—especially when we first started—giving us the chance to connect with other local businesses and feel part of the St Albans community. We’re very grateful for their ongoing support.
6
What your levy pays for
12-17
Priorities
4
Your BID area
8
A decade of delivery
18-19
What your vote means
5
What is a BID?
10
Shaping our future
20
Ballot timeline
5
Governance
11
Survey results
22
A note from Sarah Gillow
23
How to vote
24
BID levy rules
25
Budgets
26
Partners and Ambassadors
27
Meet the team
What is a BID? St Albans BID Ltd (t/a St Albans City Centre BID) is a not-for-profit organisation working to deliver targeted projects and initiatives that enhance the trading environment, improve the overall City Centre experience and support the prosperity of the local business community. We regularly work with local authorities and a wide range of local partners to deliver services that go beyond statutory provision. This collaborative approach enables the BID to deliver projects, represent businesses and respond to local priorities. St Albans BID Ltd is one of over 340 Business Improvement Districts across the UK. Together, BIDs play an increasingly important role in supporting high streets, strengthening local economies and creating places where businesses can thrive.
Retail 27%
Leisure 4%
Hospitality 24%
Other 9%
High Street Services 16% Professional Services 12% Health and Beauty 8%
Your BID area The St Albans City Centre BID is centrally located in the city, covering the high-density business area which includes the 544 businesses who are levy payers. For a full list of streets within the BID area, please see our business plan at www.stalbansbid.com. Liable businesses are required to pay an annual levy, calculated as a proportion of their premises’ rateable value. This levy directly funds the projects and initiatives set out in this business plan. Further details can be found in the BID Levy rules and Budgets section on pages 24-25.
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Governance All BID activity must contribute towards the achievement of the agreed priorities throughout the five year term. In order to ensure that the projects remain relevant, and continue to address needs and priorities of the businesses in St Albans during its five-year life, the Board of St Albans BID Ltd may from time to time make modifications to the budget. It will be the responsibility of the Board to adjust the allocations of budget expenditure, as and when they deem appropriate, and to ensure that all the main priorities of the BID continue to be addressed. The Board will also monitor and gauge the effectiveness of the BID operations and activities. 5
210,000
What your levy pays for:
visitor guides printed over the past 5 years
On behalf of St Albans City Centre businesses, the BID’s work projects a message of productivity, confidence and pride to drive footfall and spend. A welcoming and stimulating city, good for business, and a great place to work, live, visit, stay and enjoy. Harnessing collective buying power, your levy payment serves to contribute to the greater whole of the BID area business community and deliver benefits that individual businesses could not achieve alone.
An annual levy payment of £500 equates to £1.37/day. That does not buy a coffee or newspaper yet through St Albans City Centre BID, it gives you all of this, daily:
24/7 access on www.enjoystalbans.com: showcasing the city, its assets, events, visitor itineraries, accommodation options, and business information 24/7 access on social media platforms: using @shopstalbans @enjoystalbans promoting St Albans and amplifying businesses’ own marketing messages Free publications distributed annually in and around St Albans: Official Visitor Guide -40,000 copies; Food & Drink Map - 5000 copies; Independent Shopping & Services Guide; Pub Map – 4000 copies Local, national and international PR: secured through advertorials and adverts which promote St Albans as a destination -129 PR articles generated (2025-26) in national press 24/7 seasonal street dressing and enhancements: bunting, festoon lighting, flower planters and troughs, banners and murals Seasonal activities: Christmas and Valentine’s illuminations, Easter, Halloween and Christmas trails plus themed trails throughout the year featuring 157 host businesses Segmented campaigns: Fashion and Beauty, Homes and Interiors, Hospitality
46,200 followers on social media
Safety initiatives: DNA property marking kits for computers and mobiles; ShopSafe radios and the crime intelligence Alert scheme sharing information between businesses and the police; Coffee with a Copper meetings and staff safety training Social calendar events bringing people to the city: Gin and Jazz, Alban Day, Pop-up Beach and Crazy Golf, plus sponsoring the delivery of other events Liaison with local authorities to monitor baseline services: including reporting issues to highways, lack of rubbish collection, advocacy on issues affecting businesses’ problems and collaborative working B2B: BID Benefits, networking through BID Socials, BID e-newsletter information and sharing of opportunities, preferential prices for waste collection, and events for staff such as Music in the Park, training, access to gazebos to enable delivery of events and Art Market B2C: St Albans Gift Card, keeping spend local Benefit from community led enhancements: projects including Blue Plaque and Blue Window Sticker trails with publications which move visitors across the city
Access to visitor insights: Economic Impact of Tourism reports; monthly debit card spend data, and weekly footfall reports
Encouraging inclusivity: working with ShopMobility and Ask For Clive
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Some stats will fluctuate or relate to one operational year. Figures correct at time of printing
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A decade of delivery for St Albans City Centre Businesses
88 businesses use KP Waste
INCLUDES THESE HIGHLIGHTS:
50
Our events and promotions have attracted over
280,000
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visitors, annually The Economic Impact of Tourism report shows a
5%
events and visitor attractions
increase in day visits with a...
7%
rise in overall value
330 flowering planters and baskets
58 users
themed campaigns including Health and Wellbeing, Fashion and Beauty and Dog Days
300m reach via pieces of local, national and international PR
Alert Scheme
£115,000 loaded on St Albans Gift Cards to be redeemed in 70 businesses
1500 BID Benefits cards issued with 24 discounts available
8
Some stats will fluctuate or relate to one operational year. Figures correct at time of printing
9
Shaping our future Ahead of this ballot, we wanted the next term to be shaped by the businesses who fund it, not by assumption. In May 2026, we surveyed St Albans City Centre BID levy payers to understand what’s working, what matters most, and where we should focus next. The response is set out opposite. Based on what you told us, we’ve identified three priorities for the third term: A promoted St Albans City A safe, attractive and sustainable City Centre
S U R V E Y R E S U LTS These results show the levels of support for continuing the initiatives
Destination Management guides, visitor communication City 85% visitor/customer 73% seasonal and the continuation of events and activations. Centre trails.
Street Scene & Experience lighting and 82% seasonal floral displays.
77% benches and hanging banners. signage improvements,
A thriving and connected business community Since the BID was set up, we’ve used all of the brilliant shops and businesses, and the skills that they have, and we’ve promoted St Albans with that information. We are going to continue celebrating St Albans through that promotion and we will keep supporting businesses. We’re going to up the ante on training, and make sure we do more BID socials and ensure that the business community fully benefits from the BID. Detail on each priority is set out over the following pages. We’ll continue seeking your feedback to shape delivery over the coming months. We’ll promote you. We will support you. We’ll be your listening ear. Talk to us. Vote for us.
Vivien Cannon B I D M A N AGER
Safety & Security ShopSafe 75% the radio scheme.
wider safety initiatives, including the Alert
sharing, Business Crime Safety Day 71% intelligence activity and business representation within community safety forums.
Business & Community newsletters and 83% BID social communications.
74%
the BID Benefits scheme, St Albans Gift Card, sponsorship and partnership activity linked to City Centre projects and events.
The consultation also explored future priorities for businesses and identified strong support for:
Sustainability, Business Support & City Centre Insight Activity In May 2026 we carried out a survey with St Albans BID businesses to understand the levy payers’ views. We received 187 survey results, 57.6% from independent businesses and 42.4% from multinational businesses. 89.3% of respondents confirmed they are aware of the BID and our activities. We also asked about the four objectives delivered during the second BID term 2022 to date. The findings highlighted particularly strong support for visible and practical initiatives that contribute towards destination promotion, environmental enhancement, visitor experience and wider business support. These are outlined opposite. 10
and 78% environmental sustainability initiatives as “Very Important or Important”.
reduction Centre 43% cost 37% City programmes analytics and as “Very Important”.
data provision as “Very Important”.
Overall, 65% of businesses support a third term with 24% undecided. It is clear to see that sentiment is more positive than negative with the majority in favour of a third term. 11
Celebrated Good news travels. So too will our continued marketing and promotion of St Albans securing press and media attention providing levels of marketing that many single businesses are unable to achieve. We will maintain a high level of communications that inform and inspire visits and investment in the city. A PROMOTED ST A LBA NS CIT Y By delivering: Marketing including website and social media Local and national PR supporting visitor economy, events, experiences and visitor trails
Amplification of businesses’ own marketing
Celebrating St Albans as a thriving location for commercial investment
One of the best places to live, work, visit, stay and enjoy!
I think the BID is important because it provides an operational, a cultural, an entertainment hub to attract people into the centre of the city and that benefits all parts of the community. STEVE – STANTA
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Supported Working together upholds everyone’s business. We will deliver more training and opportunities for you to engage with your peers and support a collective business voice and representation. We will continue providing city insights to inform your business plans, and deliver schemes that encourage local spend. A THRIVING & CONNEC TED COMMUNIT Y By delivering: and support liaison on issues Training that St Albans Gift Community Card BID Benefits impact on the city City centre insights such Representation as footfall and spend data and advocacy Business engagement
Corporate Social Responsibility
B2B initiatives
I think the town as a whole always needs that one person that helps support the shops within the town. I think for me it’s the support that you get from them. STACEY – ROBERT DYAS
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Welcoming First impressions count. We will continue delivering street scene enhancements that engender positivity and pride in our city for visitors and staff to enjoy. We will support you to keep your staff and business safe, and help you find ways to build sustainability and resilience.
A SA FE , AT TR AC TIVE & SUSTA IN A BLE CIT Y By delivering: Public realm enhancements Bunting and banners
Floral displays
Murals
Christmas lights and seasonal illuminations
Defined improvements and enhancement projects Wayfinding Carbon reduction
Clean, healthy and sustainable environment Waste management
Safety and security
I’m voting BID because without it we will not get our Christmas lights. SARAH - GALIO JEWELLERS
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A yes vote means...
A no vote means...
The Ballot gives all eligible levy-paying businesses the opportunity to vote. The election is a simple Yes / No vote for the BID to continue for a third term.
A no vote means that all added-value services and enhancements will end.
Events and installations that drive footfall and support local businesses
The BID will cease operation at the end of the current term, 31 March 2027
Reaching over 46,000 potential customers through BID marketing
No more ring-fenced investment dedicated to supporting your business environment
Coordinated city-wide projects and enhancements
You lose an organisation able to take on the liabilities of city-wide events and enhancements
A stronger voice on business crime and City Centre safety
Keeping spending local through the St Albans Gift Card and BID Benefits
Direct access to business support, advice and essential updates
Promoting St Albans as a shopping, dining and overnight destination
No guarantee for delivery of attracting street scene enhancements and installations like Christmas illuminations Limited opportunities to shape the future of the St Albans business community No more additionality to local services such as safety and security schemes
You will only have council service investment where budgets allow You forgo preferential rates for waste management You no longer have a City Centre business voice and advocate A significantly reduced level of investment and focus on St Albans for marketing and promotion that attracts spend No St Albans Gift Card or BID Benefits
Business continuity through local government change
Targeted investment in projects that make a visible difference
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Ballot timeline WEDNESDAY 19TH AUGUST 2026 Despatch of Notification of Ballot MONDAY 7TH SEPTEMBER 2026 Despatch of Ballot papers MONDAY 28TH SEPTEMBER 2026 Latest date to appoint a proxy FRIDAY 2 OCTOBER 2026 Start of replacement period ND
SATURDAY 3RD OCTOBER 2026 Latest date to cancel proxy THURSDAY 8 OCTOBER 2026 Close of Ballot
In our 10th year of business in St Albans we have been delighted with the support from the BID in feeling part of a community. Especially taking advantage of street events, these create special moments throughout the year to celebrate business and support tourism to the area. In particular the Gin and Jazz annual festival is a favourite of mine. The event is filled with joy and provides a positive social impact to our street of independent businesses.
The St Albans City Centre BID plays a vital role in supporting businesses, boosting footfall and enhancing the City Centre. Its investment in events, marketing and public spaces creates a vibrant, welcoming destination and a wonderful place to live and work.
The visible difference and decorative efforts the BID make to our high street to celebrate calendar milestones is valued and creates a talking point for visitors and the community.
SUSAN – ST ALBANS DISTRICT CHAMBER OF COMMERCE
MARC – TRINDER HAIR
th
FRIDAY 9th OCTOBER 2026 Issue of Ballot result
As Police & Crime Commissioner, I have greatly valued the working relationship with St Albans City Centre BID. The BID team are incredibly effective in advocating for the needs of City Centre businesses and have a fantastic ‘can do’ spirit which makes the partnership so straight forward. I’ve been pleased to support the BID with grant funding for community safety initiatives and together we’ve ensured that St Albans City Centre has seen meaningful action to tackle retail crime and improve safety in the City Centre. JONATHAN – POLICE AND CRIME COMMISSIONER
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I’m proud of the strong partnership between St Albans District Chamber of Commerce and the BID and look forward to continuing this collaboration to strengthen the local economy.
Since the BID was first established, the cathedral as the city’s largest visitor attraction, has consistently collaborated with the BID on initiatives that support tourism, culture and city-centre vibrancy. By elevating the profile of St Albans across the City Centre, the BID has increased tourism and economic benefits while fostering positive partnerships and engagement that strengthen the cathedral’s role at the heart of the city. From the cathedral’s perspective, the 2025 Alban Day was beautifully complemented by the festival activity delivered in partnership with the BID across the City Centre and in the cathedral’s orchard. ALAN – THE CATHEDRAL
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How to vote Ballot papers will be sent by post before Thursday 10th September. A yes vote for the next 5-year BID term is fundamental to the future of St Albans City Centre businesses, and it’s a vote you can make with confidence in how your money is managed. Throughout the current term, the BID has invested every penny of levy payers’ money in creating a vibrant City Centre and driving footfall and secondary spend. That careful stewardship is why, in year 1 of the next term, we’re able to reduce the levy rate from 2.19% of rateable value to 1.85%, while still committing approximately £3.1m on behalf of St Albans businesses over the next 5 years. See pages 8-9 for what the BID has delivered over the last decade. Our ethos is additionality, delivering services no other organisation will. Before the BID, St Albans businesses had no voice. Remember the only way the businesses can influence the City Centre is with the BID, the residents do this in the local authority elections. As St Albans transitions to a new Unitary Authority including Dacorum, the BID will provide continuity and a single voice for our businesses when it matters most. Over the past decade, businesses have faced huge challenges: buying habits shifting beyond recognition with the rise of online shopping, the disruption of the global pandemic, and since then, a cost-of-living crisis and rising supplier costs, all fuelled by global events. The BID helped its levy payers keep trading and navigate this complexity throughout. As a business owner myself, I understand the huge impact this has had on the high street. That’s exactly why the BID will keep fighting as the voice of St Albans City Centre businesses. Get involved. Share your feedback. Help us shape the next 5 years — vote YES. A NO vote means all of these additional services will be lost. Thank you for your support.
Sarah Gillow
CH A IR OF ST A LB A NS CIT Y C E N T RE B I D
1
You should receive one Ballot paper per eligible property by post, in advance of Thursday 10th September.
2
Please check to ensure each Ballot paper is accompanied by a pre-paid return envelope.
3
Mark your vote clearly by placing an X next to your voting intention.
4
Write your name in BLOCK CAPITALS, state your position within the business, and sign the form.
5
Each Ballot paper must be returned in its own separate return envelope.
6
Post your completed Ballot paper as early as possible to ensure it is received before the deadline, on Thursday 8 October at 5pm.
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If your Ballot paper is lost or not received, please contact the St Albans BID team immediately at info@stalbansbid.com
ST ALBANS BUSINESS OWNER SINCE 1992
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BID levy rules The BID is principally funded through a levy charged to ratepayers of eligible commercial premises (hereditaments) located within its defined geographical boundary, creating a collective fund which is ring-fenced for investment within the area. The BID levy process is governed by the Business Improvement Districts (England) Regulations. As such, once a majority vote has been achieved, the BID levy becomes mandatory on all defined ratepayers. The rules for the BID levy are as follows:
1 All commercial hereditaments within
the BID area with a rateable value (RV) above £12,000 will be liable for the BID levy, including occupied, unoccupied and listed properties. Hereditaments with an RV of £12,000 or below are exempt, as are hereditaments whose primary function is education, defined by the Valuation Office Agency (VOA) as those with a primary description code of EP (Private Schools and Colleges), EL (Local Authority Schools) or EX (Educational, Training and Cultural Premises).
2 The new BID term will commence on 1
April 2027, with the levy payable annually in advance. The levy will be calculated using each property's RV fixed at 1 April 2027, with subsequent national business rates revaluations disregarded throughout the BID term. Daily charging will apply, with liability transferring proportionately where occupation changes during the year. New or amended rateable values resulting from physical changes, redevelopment or changes of use will become liable (or cease to be liable) from the effective date of entry onto the VOA Rating List.
3 The levy Rate will be 1.85% of RV in the
first year and will increase by 3% annually (rounded to two decimal places) from year two onwards. The maximum levy payable by
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Budgets any hereditament (the Cap) will be £10,000 in the first year, increasing annually by 3% thereafter. There are no costs associated with establishing or implementing the new BID.
4
The BID Body will continue as St Albans BID Limited (Company No. 10625613), with its registered office at Suite 2, 7 French Row, St Albans, AL3 5DU. The Board will retain responsibility for the Company's strategic direction, financial oversight, contractual obligations, human resources, performance and compliance.
5 Subject to achieving the BID's overall
objectives, the Board may vary service delivery and expenditure to respond to changing business priorities. Any changes to the BID boundary or levy arrangements that increase liability or introduce new levy payers may require an Alteration Ballot.
6 Financial management arrangements will
continue under an updated Operating Agreement with St Albans City and District Council. Annual accounts will be filed with Companies House, the Council will provide an annual report on levy collection, bad debts and write-offs, and each annual levy demand will include a summary of the previous year's income and expenditure together with planned expenditure for the following year. BID services will remain wholly additional to the Council's Baseline Services.
2027-28
2028-29
2029-30
2030-31
2031-32
Total
Levy
£595,920
£613,797
£632,211
£651,178
£670,713
£3,163,819
Total Income
£595,920
£613,797
£632,211
£651,178
£670,713
£3,163,819
Expenditure
2027-28
2028-29
2029-30
2030-31
2031-32
Total
Celebrated
£160,898
£165,725
£170,697
£175,818
£181,093
£854,231
Welcoming
£190,694
£196,415
£202,308
£208,377
£214,628
£1,012,422
Supported
£101,306
£104,346
£113,798
£117,212
£120,728
£557,390
Operating Costs
£94,421
£97,254
£100,171
£103,177
£106,272
£501,295
Collection Costs
£20,045
£20,045
£20,045
£20,045
£20,045
£100,225
Contingency
£25,000
£25,000
£25,000
£25,000
£25,000
£125,000
Total Expenditure
£592,365
£608,785
£632,019
£649,628
£667,766
£3,150,563
Surplus/deficit
£3,555
£5,013
£192
£1,549
£2,947
£13,256
•
The above indicative budget assumes a levy collection rate of 95% of the amount billed each year which is consistent with the past 5-years.
•
By the end of the current term, the company is forecast to be carrying forward reserves of circa £100,000. These would be sufficient to cover the costs of the proposed Ballot should the need arise in accordance with the BID Regulations. Thereafter, these reserves will be retained to cover unexpected or exceptional costs and for instances where the levy falls short of the forecast amounts or where the Company is awaiting levy receipts from the Council, particularly towards the start of the financial year.
•
Total surpluses over the term equate to 0.42% of forecast income. Therefore, in addition, an annual contingency is budgeted. If not required, this contingency can be allocated to additional spend on the ‘Celebrated’, ‘Welcoming’ and ‘Supported’ themes or to the costs of the Ballot at the end of the term.
7 The postal BID Ballot will commence on 11
September 2026 and close at 5.00pm on Thursday 8 October 2026, with the result expected to be declared on 9 October 2026. To be successful, the Proposal must achieve both: • A majority of votes cast in favour; and • A majority of the aggregate rateable value represented by those voting in favour.
Income
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Partners and Ambassadors
Meet the Team
We would like to take this opportunity to extend our sincere thanks to the partner organisations who have collaborated and supported St Albans City Centre BID over the last 10 years.
The BID management team brings a wealth of varied experience to St Albans City Centre BID. Passionate about St Albans and the businesses they support, they deliver the BID’s day-to-day operations and promote every sector.
They have been instrumental in delivering meaningful improvements across the City Centre and in enhancing the value of the BID’s work. This is a selection of organisations we have worked alongside to maximise the impact of your investment.
The Team
Claire Furnell-Williams
Vivien Cannon
Alison Berneye
Alice Wiggins
BUSINESS ENGAGEMENT LEAD
BID MANAGER
CHIEF EXECUTIVE OFFICER (CEO) & DIRECTOR
COMMUNICATIONS & MARKETING MANAGER
St Albans BID is a not-for-profit company limited by guarantee with a voluntary Board of experienced local business and community leaders. They meet regularly to ensure the implementation of the BID’s Business Plan is monitored and delivered effectively, while ensuring levy funding delivers real value.
The Board
Alison Berneye St Albans BID
Sarah Gillow Galio Jewellers
CHIEF EXECUTIVE OFFICER
CHAIR AND DIRECTOR
Harry Kinsley Debenhams Ottaway LLP BOARD DIRECTOR
Paul Bedi Barclays Bank (St Albans)
Marilyn Bell SA Law BOARD DIRECTOR
BOARD DIRECTOR
Vikas Narula Tikka Nation BOARD DIRECTOR
Sally-Anne Shepherd Eve & Adam Beauty Clinic
Gemma Jones St Albans Cathedral BOARD DIRECTOR
Sarah Hassan Bar Meze BOARD DIRECTOR
BOARD DIRECTOR
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WHY BUSINESSES ARE VOTING YES We are voting yes to keep the BID because they help us with our PR and marketing which is brilliant for us as a small business.
I’m going to vote yes because St Albans needs it. I think anything that promotes St Albans and makes it attractive can only do us good. I think it’s a great thing. I think if the BID goes I don’t know where that funding is going to come from.
REBECCA – NEAL’S YARD REMEDIES
DALE – THE BIG PICTURE REBORN
BID have done a lot to make the City Centre a safe place to be, a comfortable place to be and an attractive place to be.
I’m voting yes for BID because it’s a great investment for the money we spend every year.
STEVE – MIX 92.6 FM
ANNALISA – ATELIER FERRARI+MONTI
To learn more please scan the QR code or visit stalbansbid.com
Get in touch info@stalbansbid.com
01727 251310
Photo credits Danny Loo, Mike Dick, Cecelina Tornberg, Stephanie Belton, Lee Romi, KL Creative, Toby Shepheard, Barry Goodey