Seafront BID Business Plan

LET’S MAKE OUR SEAFRONT HAPPEN. sunderlandbid.co.uk/seafront

BUSINESS PLAN 2025-2029

#HAPPENINGINSUNDERLAND

Sunderland BID has been an integral part of Sunderland City Centre for over a decade. The city’s development is exciting, and one of the most ambitious regeneration projects in the UK is being delivered right here.

AT SUNDERLAND BID, WE HAVE A COMMON PURPOSE AND A CLEAR VISION TO CREATE VIBRANCY AND OPPORTUNITIES FOR EVERYONE. We have had an incredible ten years in the city centre and recently expanded to Sheepfolds. Now it’s time to make the Sunderland seafront part of that success story.

The City Council has conducted a feasibility study, and the BID has engaged with businesses, community groups and stakeholders. Overall, businesses are excited about extending Sunderland BID to the seafront as they can see the benefits of uniting the city centre and seafront. This connection would capitalise on Sunderland’s unique heritage assets and enhance its appeal as a growing tourism destination as a city by the sea.

Supporting a Business Improvement District (BID) can bring multiple advantages to individual businesses at the seafront. It offers a collective approach to growth, innovation, and shared resources, such as coordinated marketing campaigns, public events, and enhanced area management, which can significantly boost footfall and customer engagement.

Additionally, it will give the seafront businesses a unified voice, advocating for local improvements and addressing security, transportation, and public amenities that directly impact business operations.

We hope the BID’s collaborative nature will also bring networking opportunities, cost-sharing, and joint problem-solving, enabling businesses to thrive in a more vibrant, well-maintained, attractive environment.

BY VOTING YES IN THE SEAFRONT BID BALLOT, BUSINESSES SHOULD DIRECTLY BENEFIT FROM INCREASED VISIBILITY, SUPPORT, AND ECONOMIC OPPORTUNITIES.

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WE’VE PROVEN WE CAN DELIVER. TOGETHER, WE CAN NOW MAKE THINGS HAPPEN AT THE SEAFRONT.

VOT

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TE YES! 3

#HAPPENINGINSUNDERLAND

Creating a Seafront BID will benefit businesses, the community, residents, and visitors.

All our seafront initiatives will align with the interests of those who work and live there.

Supporting this business plan and voting yes will ensure the seafront becomes integral to a thriving, connected, and dynamic city.

True progress flows when we work together, and together, we can make life better at our city by the sea.

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Our track record for action and partnership working is recognised nationally as an example of excellence and is often used as a blueprint for others to follow.

Today, we are uniquely positioned to bridge the gap between Sunderland’s vibrant city centre and stunning seafront. By extending its boundary, the BID can create a seamless connection that enhances the flow of visitors and economic activity between these two key areas.

Since 2014, Sunderland BID has invested more than £6m in the city centre. We have played a vital role in being a voice for businesses, creating ways to boost the local economy, and promoting Sunderland.

We have achieved so much over the last decade, and with such a positive future on the horizon, it is exhilarating to work in Sunderland.

This integration presents an unparalleled opportunity to unite urban energy with coastal vitality, fostering a cohesive destination that benefits businesses, residents, and tourists alike.

With strategic planning and investment, this connection can unlock the full potential of both areas, amplifying Sunderland’s appeal as a dynamic and thriving city by the sea.

A well-maintained and actively promoted seafront will be a powerful magnet for private and public investments. We can bring multiple advantages to individual businesses with additional targeted enhancements and strategic marketing.

This growth would boost the local economy and foster a thriving community. Over time, such investments contribute to sustainable development, ensuring the seafront remains a dynamic and valuable asset for future generations.

By collaborating through Sunderland BID, businesses could enhance the seafront’s visibility, safety, and vibrancy, creating a thriving destination that benefits everyone.

Your yes vote will set Sunderland apart regionally and nationally. Together, let’s make this happen.

Sharon Appleby Chief Executive, Sunderland BID sharon.appleby@sunderlandbid.co.uk 07740 175 230

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ONE YEAR IN FOCUS: Sunderland BID’s projects always combine long-term strategic investment with shortterm initiatives. They are naturally diverse to represent the different concerns and sectors highlighted by the businesses we represent.

We never stand still; each year, we build on our successes to create stronger partnerships and challenge those who should be doing more.

We hope the seafront will experience planned and unexpected opportunities in just twelve months. In four years, you should see significant, sustainable impacts that will help drive long-term growth and prosperity.

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SUNDERLAND BID’S IMPACT ON OUR CITY CENTRE.

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VOTE YES!

TO CONTRIBUTE TO THE SUCCESS STORY OF SUNDERLAND.

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#HAPPENINGINSUNDERLAND

DELIVERING RESULTS, BUILDING TRUST. Our track record isn't just a list of achievements - it reflects our commitment to delivering value, fostering relationships, and driving results.

Therefore, tracking our impact is essential to ensure our initiatives deliver and provide transparency and accountability to ensure every pound is spent effectively.

Regular reporting lets you see the tangible benefits for your business and the seafront.

MORE THAN

£350,000 WORTH OF SUNDERLAND GIFT CARDS HAVE BEEN SOLD AND INVESTED BACK INTO THE LOCAL ECONOMY SINCE ITS LAUNCH.

We measure our success and identify our strengths by monitoring key performance indicators. This transparent reporting builds trust among our stakeholders and demonstrates the value of their investment. Data-driven insights enable the BID to refine its strategies and maximise outcomes. Consistently evaluating progress validates the BID's efforts and inspires continued collaboration, innovation, and investment.

500 BUSINESSES

USE THE STREET RANGERS’ SERVICES ANNUALLY.

WE HAVE AROUND

2,500

BUSINESS INTERACTIONS ANNUALLY.

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SOCIAL MEDIA FOLLOWERS SEE US IN THEIR FEEDS AND HELP SPREAD THE WORD ABOUT EVERYTHING THAT IS #HAPPENINGINSUNDERLAND AND PROMOTE OUR LEVY-PAYING BUSINESSES.

Every milestone we've achieved is thanks to the collaboration, dedication, and shared vision of those we've worked with.

We take our KPIs seriously and will continue to monitor them to ensure we make informed decisions at the seafront.

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INDIVIDUALS HAVE SEEN OUR CONTENT ON SOCIAL MEDIA.

SINCE ITS INTRODUCTION SUNDERLAND RESTAURANT WEEK HAS BROUGHT AN ESTIMATED

£2,494,500 INTO THE LOCAL ECONOMY.

VOTE YES!

TO WORK TOGETHER ON A SHARED VISION AT THE SEAFRONT.

A CATALYST FOR ECONOMIC GROWTH AND RESILIENCE.

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Business Improvement Districts (BIDs) are recognised as powerful economic drivers because they create a structured, collaborative approach to revitalising and sustaining commercial areas.

BIDs must be doing something right as there are over 340 active Business Improvement Districts in the UK, and over 140,000 business hereditaments invest over £180m in towns and city centres each year.

Sunderland BID is now in its third term. We represent 415 levy payers and have invested £576,000 annually in the city centre. We are committed to collaborating with seafront businesses to unlock their full potential and create transformative opportunities for them.

A BID operates for a maximum of five years and must then undergo a ballot process to secure another five-year term. The Seafront BID proposes to run for a four-year term to bring all the Sunderland BID terms in line.

The BID is funded through the BID levy, which is mandatory for all eligible businesses following a successful ballot. All the proposed BID's work, services, projects and initiatives are in addition to existing Sunderland City Council services and will not subsidise or replace already provided services.

The BID operates independently from the local authority, giving businesses the power to influence and drive change in their area. While the BID works with councils and other stakeholders to enhance the local environment, it remains a separate entity, funded and directed by the businesses within its boundary. This independence ensures that the BID's initiatives are tailored to the needs and priorities of its businesses, delivering focused improvements and projects that benefit the local business community directly. The BID maintains its autonomy by being business-led and business-funded while fostering collaboration to achieve shared goals.

We are a multi-sector Business Improvement District representing professional, retail, hospitality, leisure, health and beauty, cultural, and educational businesses and organisations. We bring businesses within a geographical boundary together to invest and collaborate to enhance, animate, and improve the area for all those who work, live and thrive there. We recognise

VOTE YES!

the independent nature of many businesses in the proposed new BID area and will develop strategies to support those.

Sunderland BID has the British BIDs and BID Foundation accreditations, which are industryrecognised standards confirming that the organisation has all the correct governance, financial, and management processes. This gives levy payers peace of mind that the BID has effective governance, is accountable and transparent, and adheres to professional standards.

We are also members of ATCM (Association of Town and City Management), a respected voice for town and city management at European and broader global levels.

We are also valued members of the organisations and groups operating in Sunderland. Our Chief Executive, Sharon Appleby, is also on the British BIDs Advisory Board, a Director of Sunderland Business Partnership, a Co-chair of Sunderland Empire Theatre Trust, and a Board member of SAIL (Sunderland Altogether Improving Lives).

TO DRIVE GROWTH AND PROSPERITY AT THE SEAFRONT. 9

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A THRIVING COASTAL ECONOMY THAT WORKS FOR EVERYONE. Sunderland seafront is more than just a picturesque stretch of coastline, proudly holding the prestigious Blue Flag status - it’s a hub of opportunity, culture, and community that significantly enhances Sunderland and the region.

It’s a valuable asset, and a vibrant coastal economy is the cornerstone of a prosperous community. The seafront provides a platform for businesses, including cafes, restaurants, attractions, retail and education, creating opportunities for growth and investment. Working together, we can firmly establish the seafront as a mustvisit destination, benefiting businesses through increased visibility and footfall during peak and off-peak periods.

• A Seafront BID will help foster collaboration, helping businesses connect, share insights, and address common challenges. Together, we can significantly influence local policies and develop joint solutions for issues that impact everyone.

• A Seafront BID can help increase the area’s appeal and make it more user-friendly, benefiting all businesses.

Allocating resources to improve the cleanliness and safety of the seafront can enhance the visitor experience and encourage people to stay longer and visit more often.

• Pooled resources would enable us to launch largerscale marketing efforts than individual businesses could manage alone. This includes advertising, social media campaigns, seasonal events, and branding for the area to help attract a broader audience and drive awareness.

The feasibility study and engagement resulted in most seafront businesses agreeing that the BID’s key role is to work with them to provide opportunities to build resilience and growth and enhance the visitor experience by creating community connections with inclusive events and activities that strengthen local pride and foster economic participation.

Common feedback was that businesses believe collaborating through a Seafront BID would give a sense of shared purpose, delivering measurable benefits to their businesses while enhancing the entire seafront area.

Together, we can achieve great things for Sunderland’s seafront! Building an inclusive, sustainable future where everyone flourishes - businesses, communities, and the environment.

VOTE YES! FOR A BRIGHT FUTURE FOR 10

EVERYONE AT THE SEAFRONT.

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Creating a Seafront BID will connect the city and support its ongoing ambitions. The stakeholders on Sheepfolds are now part of all our conversations, and everyone benefits immensely from engaging, collaborating, and networking.

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BEHIND THE SCENES. Sunderland BID is led by Chief Executive Sharon Appleby and supported by a small but dedicated team. The BID Board has gone from strength to strength and works with a collection of influencers and leaders from key business sectors across the city.

Katherine Cooper

Chief Executive of Sunderland Students Union

Gemma Dishman

Project Development Director, Danieli Group

Jonny Dryden

Director, Blacks Corner

Tracey McCluskey

Owner, SIX at Pier Point

Alan Patchett

Sunderland BID Board Director

Raman Sanghera

Managing Director, Roker Hotel and Seaton Hospitality Subject to a successful ballot, two residents of the Seafront area and a Councillor will be appointed to the committee.

A Seafront Committee has been appointed to provide business direction, balance, and support to ensure that if the ballot is successful, we will hit the ground running.

It will operate as a subcommittee of the main Sunderland BID Board, the BID Body for the two BIDs in Sunderland. The committee will provide direction to the BID Board on seafront matters and help guide decisions on operational priorities, together with associated spending and budget allocation.

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Together, they will offer a robust and proactive voice for businesses and the community.

sunderlandbid.co.uk

As a company with businesses in the city centre, we have seen firsthand the huge benefits working with Sunderland BID can bring. We are excited at the prospect of the BID being extended to cover the seafront.

Their experience in raising the profile of an area by creating innovative events, plus the support and advice they give to businesses, can only benefit everyone working along the coast.

The seafront at Sunderland is such a huge asset to the city that it’s vital that it becomes a focus and that we do everything we can to increase awareness and footfall. Being part of the BID would help us achieve that aim, allowing us to use their experience and expertise to great effect. It would also lead to a more joined-up city and ensure seafront businesses have their voices heard. This is a great opportunity, and I can’t wait to see what the future has in store.

Paul Smiles, Director of North

The Roker Hotel is a landmark in Sunderland, and we're very proud to have taken over its ownership and become part of the seafront community.

It is immensely important to work with other businesses to increase awareness and footfall in the area. That is why we at the hotel are very excited about the prospect of joining Sunderland BID. Their skills and expertise have been a real asset to the city centre, and it's now important that we also get the opportunity to showcase everything we offer to a wider audience.

Sunderland's seafront is a hidden gem. It offers excellent places to eat, drink, and stay and a stunning stretch of coastline.

With the support of Sunderland BID, we firmly believe we can spread that message to a much wider audience and improve everyone's prosperity.

Raman Sanghera, Managing Director, Roker Hotel and Seaton Hospitality

VOTE YES!

TO CREATE OPPORTUNITIES FOR BUSINESSES AT THE SEAFRONT.

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#HAPPENINGINSUNDERLAND

SEAFRONT PRIDE People are naturally drawn to welcoming, well-maintained areas.

A clean, safe and attractive environment enhances the overall customer experience and encourages footfall, making visitors more likely to stay longer and spend more.

Key initiatives could include: STREET RANGERS Our Street Rangers have been a phenomenal success and are a much-appreciated resource that we know seafront businesses will appreciate. Always visible and approachable, the Street Rangers play a vital role in maintaining a safe, clean, and welcoming environment.

They support businesses with on-the-ground solutions and offer local knowledge; their presence significantly enhances the sense of community and pride.

Their dedication and proactive approach can strengthen business relationships, making the Street Rangers an invaluable part of the BID team. They already have a 14

As a BID priority, Seafront Pride would focus on enhancing and celebrating the unique character and appeal of the seafront while investing in a safe, clean, and attractive environment.

close working relationship with the seafront’s cleansing teams, enabling them to act quickly and without fuss, suggest improvements, and escalate enforcement when needed. They will be a welcoming face at the seafront, pivotal to knowledge sharing and communication, and act as the eyes and ears of the business community.

Our ‘Report It, Sort It’ hotline provides levy-paying businesses with a direct, efficient way to report issues affecting their operations or the wider area. This service ensures that problems are tackled in a timely manner, helping maintain a wellmanaged and thriving environment; it empowers businesses to take an active role in the seafront’s improvement, knowing any concerns will be addressed promptly.

ATTRACTIVE STREETS Enhanced cleanliness and maintenance are key; regular litter collection, graffiti removal, and the upkeep of public spaces are essential, as is the proactive maintenance

of benches, lighting, signage, and pathways to keep the seafront safe and inviting. However, we know that colour and culture also contribute to quality places and spaces; we will help drive activities that contribute to a well-presented and clean environment by bringing permanent and temporary additions to critical sites for everyone to enjoy. We will look to add more planters, greenery, public art, murals and sculptures to enhance the aesthetic appeal of the seafront alongside seasonal decorations and lighting to create a vibrant and festive atmosphere throughout the year. We will support local artists in creating interactive installations and trails that add character and identity, and we will engage with volunteers, community groups, and schools to maintain an enjoyable atmosphere at the seafront.

CRIME REDUCTION The BID can play a significant role in reducing crime and creating a

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By prioritising these elements, the BID would ensure the seafront becomes a source of pride for everyone while boosting its appeal as a visitor destination and a hub of thriving local businesses. safer environment for businesses, employees, residents, and visitors.

Through collaborative efforts with the Local Authority, the Police, and other stakeholders, we can implement a range of crime prevention initiatives and ensure a more secure area. We will work collaboratively with all Police and Local Authority initiatives and actively encourage the implementation of the Pub Watch and City Watch schemes to support businesses and reduce anti-social behaviour. We will look to introduce the Radio Scheme to share intelligence relating to crime and anti-social behaviour. We will also promote security training and nationwide courses, including ACT (Anti-terrorism), so you have the most up-to-date knowledge to help you spot suspicious activity, handle potentially dangerous situations, and keep premises secure. We would look to organise joint initiatives such as crime prevention workshops, campaigns or crime mapping to identify hotspots and areas of concern. By taking a proactive approach to security and crime prevention and applying

the principles of Crime Prevention Through Environmental Design (CPTED), we can help create a safer environment.

HERITAGE ASSETS A Seafront BID can play a pivotal role in supporting the heritage assets at Sunderland’s seafront by leveraging its resources and expertise to promote, and enhance these cultural and historical landmarks.

Together, we can maintain them, boost cultural tourism, strengthen the local economy, and instil pride in their history, ensuring these assets continue to inspire future generations. In partnership, we could secure extra grants via funding programmes to celebrate them through themed initiatives, events, campaigns, interpretive signage and heritage trails.

SUSTAINABILITY Together, we can support Sunderland’s ambition to be carbonneutral and contribute to the sustainability of the seafront. We can look to implement various initiatives to reduce carbon footprints, promote sustainable practices, and

drive environmental awareness.

This may include initiatives to encourage cycling, walking, and public transport by promoting bike routes, pedestrian-friendly walks, and easy access to transport hubs. Gathering input from local businesses, residents, and visitors to ensure improvements meet the needs of those who use the space daily.

Along with urban greening projects and using the BID’s platforms to educate the public on the benefits of supporting low-carbon lifestyles, such as shopping locally with independent businesses, we could introduce a recognition system for enterprises that significantly reduce their carbon footprint. The BREEZ Grants and Procure Smart Platform, as part of our support services package to businesses, can help reduce costs and cut carbon emissions. At the same time, the BID will do its bit to reduce our carbon footprint by focusing on how we can be more sustainable in all our actions and activities and transfer any knowledge we gain to our businesses to help support the city’s goal.

We will measure our success through the following KPIs: • Number of SR1 Street Ranger interactions • Business survey results • Business Satisfaction and Responsiveness of Service

VOTE YES! FOR A CLEANER, SAFER AND ATTRACTIVE SEAFRONT.

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SEAFRONT VOICE

more funding opportunities and submitting more applications.

Building strong relationships with commercial partners will enable us to create bespoke sponsorship opportunities for them. We will also introduce a voluntary contribution for organisations that wish to get involved in the Sunderland Seafront BID by extending our Affiliate Members scheme.

As a BID priority, Seafront Voice would focus on amplifying the needs, concerns, and aspirations of businesses at the seafront.

INFLUENCE As an organisation, we have over 10 years of providing a robust and collective voice for businesses at the highest level to make good things happen and improve trading environments. We will ensure your collective voice is heard and acted upon by decision-makers to drive meaningful progress. We will provide advocacy and representation, acting as a unified voice to lobby local authorities and policymakers for seafront-specific improvements, such as infrastructure upgrades, and public transport enhancements and representing seafront businesses in regional and national discussions to secure funding and support for coastal development. We will highlight the seafront’s unique strengths, promoting its unique assets, such as its Blue Flag status, cultural heritage, and tourism potential, through targeted marketing and PR

campaigns, positioning the seafront as a key destination for investment, events, and visitors.

FUNDING STREAMS In addition to the BID levy, we will continue to pursue additional income streams to reinvest in the seafront.

By working together, sharing knowledge, and collaborating with other city BIDs, we are identifying

PARTNERSHIPS The BID will continue to maximise its partnerships to add value to our businesses. Partnerships drive events, marketing campaigns, and urban improvements, as they often require coordination across various groups. We have a track record of building strong partnerships that enable us to efficiently manage and deliver these initiatives, maximising their impact. These partnerships are also vital to long-term success, allowing us to secure funding, influence decision-making, and implement sustainable initiatives.

Partnerships with key stakeholders also bring additional marketing value by amplifying the message of regular networking events, forums and briefings. We will seek new alliances to bring connectivity and fresh ideas to the seafront, influence dwell time, attract different audiences, and enhance the overall visitor experience whilst ensuring businesses are consulted and actively involved in shaping seafront plans.

By prioritising Seafront Voice, the BID would champion the interests of businesses and the community, fostering a collaborative and empowered coastal economy.

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COMMUNICATIONS Keeping businesses informed and up to date is essential. Sharing critical information and intelligence with seafront businesses will be integral to what we do. A Seafront BID will provide businesses with a platform to share their ideas, needs, and concerns, creating a culture of collaboration and inclusion. We will also provide support and resources to help businesses amplify their own voices through marketing and customer engagement. Our regular communication channels will provide updates on BID activities and achievements through newsletters, meetings, and digital platforms, and we will host forums, workshops, and surveys to gather feedback from businesses and the community. We will continue to incorporate new elements into our communication methods to match the requirements of seafront businesses, and we will consider providing more innovative networking opportunities like “Walk and Talk” sessions. We will use our newsletter and digital bulletins to discuss relevant hot topics.

Celebrating business successes and promoting stories of thriving seafront businesses that will build confidence among stakeholders and visitors and attract investment will be an important role of the Seafront BID.

ENVIRONMENTAL, SOCIAL AND GOVERNANCE (ESG) At the seafront, we can support ESG initiatives by sharing sustainable practices, engaging the community, and promoting good governance within the local area. There are many inspirational examples in Sunderland where businesses have committed to tackling major environmental and social issues, and it’s not just big businesses that are taking ESG seriously; we have many good examples from our independent businesses, too. The BID’s role will be to continue to share and learn how seafront businesses can align efforts on sustainability, embrace diversity, and commit to charity partnerships to help create a thriving, sustainable, and inclusive environment. Together, we can promote sustainable tourism with initiatives like bike rentals, eco-tourism packages, or beach conservation workshops. We can organise events with minimal waste, emphasising sustainability and local environmental efforts and encouraging active lifestyles by introducing fitness equipment, activities, and walking trails to support mental health awareness initiatives with safe spaces and resources for visitors and employees.

We see it as an essential role of the BID to set a good example regarding an ESG ethos in everything we do.

We will work with our levy payers to boost their levels of ESG and ensure that Sunderland’s seafront is a place that works to balance people, the planet, and profit.

We will measure our success through the following KPIs: • Increasing business engagement • Maximising funding schemes • Communication effectiveness and uptake

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TO GET YOUR VIEWS HEARD AND INFLUENCE POSITIVE CHANGE AT THE SEAFRONT.

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SEAFRONT PROMOTION As a BID priority, Seafront Promotion would focus on raising the seafront’s profile as a destination to boost local businesses, attract more visitors, and celebrate the area’s unique appeal.

EVENTS AND FESTIVALS Regular events offer sustained benefits and a consistent impact, making them a more strategic choice than a single large-scale event. By choosing regular events over a single big hit, businesses can enjoy sustained growth, deeper connections, and a more vibrant local economy. The seafront is the perfect location to host various events and festivals to draw visitors, celebrate local culture, and boost the local economy. We would work with existing events like Summer Streets, Boxing Day Dip and Sunderland Armed Forces Weekend and look to initiate some new ones to highlight the seafront’s appeal throughout the seasons. This could include beach sports tournaments, water sports demonstrations, yoga on the beach, sunset movie screenings, concerts and theatre pop-ups, festivals highlighting the seafront’s unique selling points or art and light installations. Hosting a diverse mix of events will enable the Seafront BID to maximise footfall to the seafront 18

year-round and ensure it becomes a destination for all.

ANIMATION Animating the seafront to improve public spaces supports local businesses in creating a vibrant, engaging environment that attracts visitors and enhances its reputation as a key destination. Publicity around seasonal events, festivals, and activities draws crowds and generates excitement, and seafront businesses can create packages and promotions tied to these key events.

We would consider illuminating the seafront, holding evening and familyfriendly activities to extend visiting hours, and partnering with seafront restaurants and venues to create unique dining experiences, such as beachside dinners or sunset tasting menus. The key is to extend the seafront’s appeal beyond seasonal peaks and encourage year-round engagement. We have proved that bringing public spaces to life with music and performances adds to the vibrancy and memorability of a

location, generating both direct sales and national and global PR. We intend to bring more commercial partners into the seafront and secure highquality activation to increase public engagement on a more regular basis.

Active and animated public spaces are generally perceived as safer and more welcoming. Animations at the seafront will create a positive atmosphere, encouraging more people to visit while discouraging anti-social behaviour.

CUSTOMER EXPERIENCE To allow residents and visitors to connect to the seafront and its businesses, we will look at installing attractive, easy-to-read signage and information points. These could include historical and fun facts, walking routes, and activity suggestions, building on the success of the Coast to Coast. Not forgetting the importance of clean restrooms, attractive seating areas, and accessible paths. However, creating more iconic photo opportunities will encourage visitors to share more of their experiences on social

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media. We would also partner with nearby businesses to offer discounts, packages, or loyalty programs, enabling visitors to explore multiple businesses, venues and locations along the seafront and look at introducing seasonal pop-up shops, kiosks, and activities to showcase local businesses and artisans. We would encourage all businesses to use the Sunderland App and supply information for our regular food and drink and things-to-do guides.

INITIATIVES We have had remarkable success with key initiatives such as the Sunderland Gift Card, Restaurant Week, Local Heroes Market, Sunderland Offers promotional campaign and our activity guides.

These are all ready to be fully activated and promoted at the seafront. Some seafront businesses already benefit commercially from these promotions, and we would actively encourage more businesses to get involved to increase the rewards for everyone. Initiatives like the Sunderland Gift Card will lock even more spending into the seafront economy. It is an initiative equally welcomed by national retailers and independent businesses. We have secured more corporate sales and encouraged businesses to gift their

employees the Sunderland Gift Card and continue to improve the offer, selling points and purchasing journey. For each initiative, we would look at enhancing the promotions and introducing unique seafront elements like a specific blogger’s Safari Supper.

OPPORTUNITIES The Seafront BID will focus on developing targeted campaigns to showcase the seafront and its businesses, attractions, and events to regional, national, and even international audiences. We will use our digital platforms, such as social media and digital newsletters, alongside traditional media to highlight the seafront’s appeal year-round. There is the opportunity to use social media campaigns, influencers, and digital screen ads to promote seafront businesses and amenities as a destination for locals and tourists. We have worked hard to create the BID’s digital presence as an organisation. We are always open to new ways of promotion to stay relevant and on-trend, and by doing so, we will create new opportunities for businesses to promote themselves. We will encourage businesses at the seafront to share content, maximise cross-promotion and spread positive PR. We want all businesses to benefit from promotional opportunities generated at the seafront, and we will look to build links between food and drink, retail, hotels, leisure and other sectors.

By prioritising Seafront Promotion, the BID can create sustainable growth for the businesses all year round.

VOTE YES! TO BOOST THE LOCAL ECONOMY

WITH EVENTS AND PROMOTIONAL ACTIVITIES AT THE SEAFRONT.

We will measure our success through the following KPIs: • PR coverage and campaign engagement • Awareness and economic impact • Increased Sunderland Gift Card sales

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FOUR YEAR BUDGET...

Year 1

Year 2

Sunderland BID is not-for-profit: all our income is invested back into the city to ensure the success of Sunderland and our businesses. We leverage this income to bring additional funding to support the local economy. All the Seafront BIDs income will be ringfenced for initiatives and activities at the seafront.

Year 3

Year 4

Total

Income Levy

£66,395

£73,488

£74,547

£75,607

£290,038

Rental income/grant

£77,571

£77,571

£77,571

£77,571

£310,284

Total income

£143,966

£151,059

£152,118

£153,178

£600,322

Expenditure City Pride

£55,000

£56,650

£58,350

£60,100

£230,099

City Voice

£5,000

£5,150

£5,305

£5,464

£20,918

City Promotion

£55,000

£56,650

£58,350

£60,100

£230,099

Operating costs

£25,000

£25,750

£26,523

£27,318

£104,591

Total Expenditure

£140,000

£144,200

£148,526

£152,982

£585,708

Annual surplus/deficit

£3,966

£6,859

£3,592

£196

£14,614

NOTES: We have assumed that 95% of the billed levy will be collected each year, and this collection rate has been applied throughout the term. The average budgeted annual levy available to be spent by the BID for the term is £74,018.

Each year (except for the first year), the levy will be inflated at a rate of 3%.

We aim to strengthen the trading environment for businesses throughout our first term and establish a foundation for sustained growth and development.

When businesses come together in a Business Improvement District (BID), they pool resources, expertise, and collective energy to achieve shared goals that may be more difficult to accomplish individually.

VOTE YES! 20

TO INVESTMENT IN YOUR BUSINESS AND YOUR COMMUNITY.

SUNDERLAND SEAFRONT BID RULES The Ballot 1. Sunderland City Council (the ‘Council’) will send those responsible for properties or hereditaments to be subject to the BID a ballot paper prior to 28th February 2025.

2. Each property or hereditament subject to the BID will be entitled to one vote in respect of the BID Proposal in a 28-day postal ballot which will commence on 28th February 2025, and close at 5pm on 27th March 2025. Ballot papers received after 5pm on that date will not be counted. The result of the ballot is due to be announced on 28th March 2025.

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

4. If successful at ballot, the new BID will commence delivery of services on 1st May 2025 and will continue for a period of 3 years and 11 months to 31st March 2029.

The Levy 1. The levy to be paid by each hereditament will be calculated as of each ‘chargeable day’ (1st May in Year 1 and 1st April in each year thereafter), and will be for an initial 11-month period (May 2025 to March 2026). Thereafter in Years 2 to 4, the charge will be for a full 12-month period (April to March each year). No refunds will be made.

2. The liable properties or hereditaments are those with a rateable value of £15,000 or more on the 2023 ratings list excluding those with VOA classifications which demonstrate that their primary use is as a warehouse, factory and/or industrial unit. Other than for these exclusions, the charge will apply to all other hereditaments, including any that may be added to the ratings list after each ‘chargeable day’ but that would, otherwise, have been liable as at that date.

3. If a revised rateable value (RV) is applied because of any change of use or a physical change to a hereditament including, inter alia, new construction, merger, subdivision, extension, and refurbishment, the new RV will be applied from the next ‘chargeable day.’

4. The levy rate will be calculated as 1.95% of RV as at each ‘chargeable day’ and this will be subject to a fixed inflationary increase of 3% per annum (rounded) which will be applied from Year 2 onwards i.e. Year 2, 2.01%; Year 3, 2.07%; Year 4, 2.13%.

5. In all instances, any national ratings revaluations within the term of the BID will be disregarded for levy calculation purposes. Revaluations resulting from appeals will take effect from the next chargeable day.

6. The maximum sum payable in respect of any one hereditament will not exceed £20,000.

7. The number of properties or hereditaments liable for the levy is approximately 49.

8. The owners of all untenanted properties or hereditaments will be liable for the levy.

9. The Council will be responsible for collection of the levy and will not make a charge other than in respect of any enforcement expenses incurred by the Council.

Governance 1. The BID will be managed by Sunderland Business Improvement District Limited (the ‘Company’ and, for the purposes of the Regulations, the BID Body), an existing not for profit organisation, limited by guarantee.

2. The Board will have responsibility for financial arrangements, contractual obligations, human resources, standards and compliance, and strategic direction.

3. Sunderland City Council maintains Sector Director representation on the BID Board.

4. The Board meets no less than quarterly.

5. Provided that the BID is meeting its overall objectives, the Board shall have the ability to vary service delivery and expenditure allocation according to the changing demands of levy payers.

However, any change to the BID boundary or to the levy rate proposals such that any liability increases may require an Alteration Ballot.

sunderlandbid.co.uk

6. The Company will establish a Committee to advise on delivery of the Seafront BID Arrangements. This will comprise representatives of Seafront businesses (potentially levy payers and non-levy payers, local residents, the local authority and other stakeholders.

The Company shall appoint one of its Directors to the Committee. In turn, the members of the Committee shall appoint a levy-paying business representative as Chair and they will attend Company board meetings.

7. An Operating Agreement, which includes the Council’s baseline service statements, has been agreed and will be in place from the commencement of the new BID term. A copy can be found at www.sunderlandbid.co.uk 8. Notice of the intention to hold a ballot was provided to the Secretary of State on 17th July 2024.

9. The Company files annual accounts with Companies House. The accounts are made available to all levy payers.

An annual report on activities will be published. An annual meeting for levy payers will be held.

10. The Company provides copies of statutory accounts and financial statements to the Local Billing Authority annually.

11. In respect of the Seafront Arrangement, the Company will meet with the Billing Authority on at least a quarterly basis to discuss service delivery, levy collection and financial management issues.

Finances 1. A cautious approach has been adopted to budgeting for the BID term.

2. A levy collection rate of 95% has been assumed.

3. The anticipated levy income will be matched by additional income provided

by Sunderland City Council funded by income from property and grants.

4. The average annual amount available to be spent by the BID for the term is £150,080.

5. Annual surpluses act as a contingency provision on expenditure and provide for an anticipated surplus of £14,614 by the end of the term. This equates to 9.98% of average annual expenditure.

6. Operating costs of the BID are estimated as 17.86% of total expenditure.

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#HAPPENINGINSUNDERLAND

VOTE YES! TO UNLOCK THE FULL POTENTIAL OF THE SEAFRONT. VOTE YES to the extension of Sunderland BID at the seafront, and return your ballot between Friday 28 February 2025, and Thursday 27 March 2025, at 5 pm.

By voting YES on the BID ballot, you’re becoming part of something great: combining forces with other city businesses to make Sunderland succeed.

With at least £585,708 to spend over four years, we can substantially and positively impact the seafront by fostering collaboration, driving investment, and enhancing commercial environments to benefit businesses, residents, and visitors.

These funds will be raised by an annual charge to businesses with a rateable value over £15,000 in the BID Seafront area (see map on page 11). All this money will be reinvested into the seafront on projects designed to make this destination and its businesses succeed. Your YES vote will mean more funds can be invested in marketing, infrastructure, events, and public services that directly benefit the local economy at the seafront.

Sunderland City Council will send a ballot paper through the post to the eligible voter at each eligible hereditament in February. Each hereditament will be entitled to one vote on this proposal.

All non-domestic hereditaments within the BID Boundary with a rateable value of £15,000 or over are eligible to vote. This is a 28day postal ballot closing at 5 pm on Thursday 27 March 2025, so simply mark your vote and post it back to ensure your voice is heard.

Ballot papers received after 5 pm on Thursday 27 March 2025, will not be counted. For the proposal to be successful at the ballot, the result will need to meet, as a minimum, two independent criteria, which are: (a) of those ballots returned by the close, those voting in favour of the BID must exceed those voting against it, and (b) of those ballot papers returned by the close, the total rateable value of those hereditaments which vote in favour must exceed the total of those voting against. The ballot will be counted

by Sunderland City Council, who will announce the result on Friday 28 March 2025.

Our ambition is to drive Sunderland’s seafront forward with powerful and productive partnerships. To deliver inspirational leadership to instigate new ideas and amplify existing initiatives through informed and innovative investment. Following a majority YES vote, Sunderland BID will operate for a 4-year term on behalf of businesses at the seafront.

We need a majority YES vote to enjoy the benefits this united businessled partnership offers and amplify the seafront’s incredible strengths, successes, and uniqueness, resulting in an ongoing economic effect and bringing business benefits to all.

If the ballot is successful, the Seafront BID will commence its first four-year term on Thursday 1 May 2025.

Irrespective of how or whether you voted, the BID levy is mandatory for all eligible ratepayers following a successful ballot.

THANK YOU TO... everyone who has contributed to this document, including some great images from Summer Streets, Red Sky Foundation, Liam McCormick, Ben Hughes, Shannon Clarke and Creo Comms.

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LIFE IS BETTER AT OUR CITY BY THE SEA.

sunderlandbid.co.uk

By Helen Wilko

Time flies.

See the sunrise over our city of light.

Let it light you up.

A coastline carved, where sea and ideas collide, a raising tide.

We were born on this blank canvas, feels like no-one understands us but there’s no one brighter than us no-one brings a better fight.

And it’s more than just alright down here.

See the makers making spaces?

Hear the breakers down by Roker Pier?

Take the time to meet me there.

Make the time to take a seat, to drink a brew, and drink this in.

Begin to feel what we’ve become.

We’re not asunder here in Sunderland, we are hugged by North Sea, swum through every weather, past and present.

Breathe it deep and feel content the tide has turned, and you will see that life is better at our city by the sea.

VOTE YES!

TO MORE OPPORTUNITIES TO INFLUENCE SUNDERLAND’S TRANSFORMATION. 23

#HAPPENINGINSUNDERLAND

VOTE YES TO HELP SHAPE THE FUTURE OF OUR SEAFRONT. If you have any queries, just give us a call on 0191 722 1002, drop us an email at info@sunderlandbid.co.uk, or pop in and see us at The Yard, Sunderland, SR1 3AW OR let us know a time and we’ll come and see you. sunderlandexperience sunderlandexperience /company/sunderland

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