MID-TERM REVIEW OF THE BUSINESS IMPROVEMENT DISTRICT (BID)
2012-2017
CHAIRMAN’S WELCOME TERRY BAXTER
I am delighted to be able to share with you this mid term review of the achievements of your BID. As you will be aware, the Ipswich BID was renewed, by way of ballot in 2012 with the highest recorded aggregate result in the UK. Since then we have introduced more than £2.3m of investment into the heart of your town, benefiting your business, your employees, the students, residents and visitors alike. Ipswich Central represents the wants and needs of 620 town centre businesses and I am delighted to report that our latest member satisfaction survey, conducted at the end of 2014, confirmed that over 9 out of 10 of you agree that we are changing the town for the better.
2015 AND BEYOND Following feedback from our members’ satisfaction survey in November 2014, these are the clear priorities of the BID over the next two years.
A driver for change in creating a town centre fit for the future.
Increased marketing to a wider catchment.
Continued promotion of events, festival and seasonal activities.
A focus on increasing overnight visits.
Improving the appeal of the town centre to businesses, employees and students.
The stimulation of wider engagement in our on-line and mobile presence.
A strong focus around the reduction of crime and anti-social behaviour.
Innovation in improving the appearance of the area.
A strong leadership for member businesses.
Clearly this is positive feedback, however we know we must continue to work harder than ever to make Ipswich ‘better’ for all who work and live here. We are not a political organisation tied to any one party or dogma. We are here to continue to strive to put our town in a stronger position and lobby on your behalf, whether looking to attract new businesses, retailers, developers, employees, students or customers. 2015 will, I am sure, throw further challenges our way. However we are clear that Ipswich Central has a viable town centre plan that has been overwhelmingly supported by the private sector, a range of marketing activities planned to keep Ipswich firmly on the map, a strong, enhanced and experienced board and advisory group and new, exciting initiatives to keep our town at the forefront. We’re ready for business – thanks for your support.
Ipswich Central will continue to deliver the wants and needs of our members, aiming to change our place for the better.
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PLACE SHAPING
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A VISION FOR THE FUTURE ‘EAST ANGLIA’S WATERFRONT TOWN’
PLACE SHAPING IN 2012 YOU ASKED FOR... The BID to deliver a vision fit for the future, which connects Ipswich historically, physically, and emotionally in the mind-set of residents, visitors and businesses alike as East Anglia’s Waterfront Town. We committed to combining high visibility promotion (Place Marketing) with continually improving on-street services (Place Management) to secure a more prosperous future for you, our members.
SO FAR WE HAVE … Created a partnership approach to change our town for the better. In 2014, the Greater Ipswich Partnership was formed to deliver the vision for the town. The founding partnership combines Ipswich Central, University Campus Suffolk, Ipswich Chamber of Commerce, New Anglia LEP, Suffolk County Council and Ipswich Borough Council and has recently been expanded. The partnership aims to continue delivery of change for the town to discover a real, new sense of identity for Ipswich.
IN 2015 WE INTEND TO… CREATE
natural linkages between the main retail heart and the stunning waterfront
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WORK
collaboratively as part of the Greater Ipswich Partnership to attract investment
DRIVE
change for Ipswich, creating a town fit for the future
GREATER IPSWICH PARTNERSHIP
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PLACE SHAPING
PRIORITIES As part of the Greater Ipswich Partnership, the BID and partners have agreed to focus on the following priorities in order to shift perceptions of our town and create an appetite for investment:
PHYSICAL PRIORITIES 1.
Further improve impressions of the waterfront so that it acts as a showcase for the town by completing the redevelopment and improving the appearance of the main entry points to the area.
2. Improve the quality of the offer in the town centre, particularly retail, and stimulate new investment emanating from the redevelopment of the Cornhill Square. 3. Stimulate and incentivise new retail and office investment/development and prioritise the completion of development sites and related projects.
IMAGE PRIORITIES 1.
Invest in and support a sustained Ipswich promotion, emphasising the uniqueness and breadth of the ‘offer’, and targeted at both local consumers and the wider audience.
2. Co-ordinate efforts to improve the marketing of Ipswich as an inward investment opportunity, including talent and skills attraction. 3. Improve and promote the wider town and unique cultural offer in order that it functions as a visitor destination.
INFRASTRUCTURE PRIORITIES 1.
Further integrate the waterfront with the commercial core (and vice-versa), both physically and emotionally.
2. Improve the experience of travel into, around and across the town, including entry points and route ways across the central area. 3. Improve the important gateway for visitors to the town from the station.
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ENCOURAGING
PLACE
MARKETING
MORE
VISITORS IN 2012 YOU ASKED FOR... Ipswich Central to create a strong brand for the town centre. The brand would integrate a website with accessible information and an events calendar, a number of social media platforms and an Ipswich App that would raise Ipswich’s profile.
SO FAR WE HAVE… Created a town centre brand, All About Ipswich, that has promoted Ipswich internationally via a number of integrated platforms online and offline. Under the All About Ipswich brand, a number of campaigns have widened the appeal of the town centre to visitors. These include Food and Drink Forknight, Celebrate Ipswich, Heritage Fortnight, Independent Business of the Year Award and the Christmas campaign. All About Ipswich recently launched an international campaign to place Ipswich on the destination map as part of Ipswich Central’s X-Fund Award. Check out the results of the award on the next page. All About Ipswich now has over 35,000 people engaging and communicating with the brand every week and this is continuing to grow.
IN 2015 WE INTEND TO… EVOLVE
All About Ipswich as a strong destination platform for the county town, positioning it ahead of its rivals
STIMULATE
the promotion of Ipswich to a wider catchment area encouraging overnight stays and weekend visits
INCREASE
the brand’s presence online and on mobile, stimulating wider engagement
PROMOTE
East Anglia’s Waterfront Town as a ‘destination hub’ to explore the wider county
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X FUND HIGHLIGHTS
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X-FUND
DELIVERY
IN 2013, IPSWICH CENTRAL WAS AWARDED £168,057 BY THE GOVERNMENT FOR A VISION THE BID CREATED TO DEVELOP AND ENHANCE EAST ANGLIA’S WATERFRONT TOWN. ONLY SIX OTHER PLACES RECEIVED SUCH A GRANT AND IPSWICH WAS THE ONLY BID.
Ipswich Revealed campaign reached over
1.5 MILLION people in the first month it launched in June 2014
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Ipswich Revealed video has been watched by over
114,000 people since June 2014
304
hours of free bus travel between April and December 2014
152
businesses supported at the All About Ipswich branded markets with bespoke stalls
All About Ipswich channels reached
32,923
people during Heritage Fortnight
visitors to allaboutipswich.com in August 2014 due to the Celebrate Ipswich promotion
61,980
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PLACE
MARKETING
ATTRACTING CUSTOMERS AND PROMOTIONS IN 2012 YOU ASKED FOR... An improved voucher download site online and on mobile that utilises GPS technology and increases loyalty on the high street.
SO FAR WE HAVE… Created VIP and Select and Collect on All About Ipswich that connect the high street with the digital shopping world. VIP, the successful promotional voucher download site, offers exclusive discounts to visitors and shoppers in the town centre online and on the All About Ipswich App. Select and Collect is Ipswich’s very own click and collect service where customers can browse Ipswich products and collect next time they are in store.
IN 2015 WE INTEND TO… INNOVATE
online aiming to encourage footfall and spend in the town centre via a new location based click and collect platform
DEVELOP
the click and collect platform to increase loyalty and experiences for those shopping in the town centre
IMPROVE
communications with consumers through targeted and location-based promotions
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BUSINESS SUPPORT AND INVESTMENT
PLACE
MARKETING
IN 2012 YOU ASKED FOR...
The BID to provide an Ipswich Prospectus which will act as a promotional tool for new staff, students and visitors looking to relocate to Ipswich. You also asked for a number of cost-saving initiatives to reduce business overheads.
SO FAR WE HAVE‌ Launched the Ipswich Prospectus in conjunction with Ipswich Borough Council. Provided businesses with digital workshops, visual merchandising skills, energy saving initiatives, website training and more. The BID has also instigated new business investment through the work of the Greater Ipswich Partnership. In 2013, Drive Digital, a tailored programme providing digital insight, education and support to the Ipswich business community was developed in collaboration with leading digital marketing agency Crafted and award-winning marketing software company HTK Horizon.
IN 2015 WE INTEND TO‌ DRIVE
and utilise the Ipswich Prospectus with the aim to increase inward investment for town centre development
DELIVER
members with innovative digital insight, education and support to compete in the online world through Drive Digital
PROVIDE
a series of cost-saving training programmes for businesses. Programmes will include health and safety initiatives, first aid training and Drive Digital skills and knowledge
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CRIME
PREVENTION IN 2012 YOU ASKED FOR...
The responsibilities of the Street Rangers to be extended, including experimental Sunday working hours and for the team to continue as a reliable and responsible daily link for businesses. You also asked for the Crime Database to be improved to tackle ‘offending’ in the town centre and investment in a new RadioLink system that increases coverage and reliability.
PLACE
MANAGEMENT
IN 2015 WE INTEND TO… PROVIDE
an additional Street Ranger to reduce crime and provide additional support to our members
SO FAR WE HAVE… Increased the work of the Street Rangers and their presence on the street, including some Sunday working hours during key town centre events. We have invested in a brand new RadioLink system and a bespoke crime database to support businesses and reduce crime. RadioLink directly connects businesses with the Street Rangers, Police and CCTV and has increased reliability for users.
9 out of 10 businesses support the work of the Street Rangers and the systems in place to reduce crime in the town
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DEVELOP
the knowledge and skills of the Street Ranger team through increased crime and safety training
GROW
the RadioLink scheme in usage and coverage to increase safety for the Ipswich business community
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PLANTING CLEANING LIGHTING IN 2012 YOU ASKED FOR... A more targeted approach to cleaning and increased creativity to promote the various areas within the BID zone planting schemes.
IN 2015 WE INTEND TO‌ MAINTAIN
planting initiatives and the Floral Trail, making Ipswich a more attractive and appealing place to visit
You also asked for additional lighting schemes to improve the safety of the town at night.
SO FAR WE HAVE‌ Invested in targeted cleaning initiatives with Ipswich Borough Council. We have increased the movement of people around the place through a creative Floral Trail. Enhanced the town centre experience and overall feeling of safety through new lighting schemes at the Waterfront, Blackfriars and the Saints.
8 out of 10 members agree that Ipswich Central makes the town a cleaner place to live, work and visit
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IMPROVE
the appearance of the town through joint cleaning initiatives with Ipswich Borough Council
INNOVATE
to improve the appearance and awareness of the two linkage zones between the waterfront and town centre, named The Saints and Blackfriars
PLACE
MANAGEMENT
BEST BAR NONE
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EVENING ECONOMY
PLACE
MANAGEMENT
IN 2012 YOU ASKED FOR...
The BID to fund Best Bar None entry costs for BID businesses and to advertise the full evening economy offer and encourage increased promotions for licensed premises. Apply for a Purple Flag status.
SO FAR WE HAVE ‌ Funded Best Bar None applications for BID Zone members as well as created and developed a marketing campaign aimed at promoting evening economy businesses that run a safe environment. The BID, alongside partners, applied and gained Purple Flag Status in 2012, 2013 and 2014. The BID has also part-funded the Taxi Marshal service for consumers improving safety within the town during busy periods.
IN 2015, WE INTEND TO: PROMOTE
Best Bar None under the town’s consumer facing brand, All About Ipswich, and its ever growing audience
FUND
Best Bar None entry costs for BID zone members
PROVIDE
continued funding for the Taxi Marshal scheme, increasing community safety
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GOVERNANCE
FINANCIALS
The Board of Ipswich Central has recently been expanded to include thirteen Directors, representing all sectors of the business community within the town centre. The Board meets quarterly and ‘task and finish’ subgroups are formed to improve specific aspects of delivery. In addition, a newly formed Advisory Group meets quarterly and prior to all Board meetings. Bringing together elected representatives, its role is a critical friend on all aspects of the BID’s delivery.
Year 1
Year 2
Year 3
Year 4
Year 5
Actuals
Actuals
Forecast
Budget
Budget
Levy
£544,481
£547,580
£552,456
£578,314
£621,232
Additional
£188,630
£218,515
£320,367
£119,126
£121,815
£733,111
£766,095
£872,823
£697,440
£743,047
£167,331
£141,793
£152,297
£136,455
£140,549
Place management
£246,206
£268,237
£415,352
£252,365
£265,142
Place marketing
£318,040
£338,921
£305,053
£308,465
£320,770
Total expenditure
£731,577
£748,951
£872,702
£697,285
£726,461
Surplus
£1,534
£17,144
£121
£155
£16,586
Reserves
£23,125
£40,269
£40,390
£40,545
£57,131
INCOME
Total income
EXPENDITURE Operating costs Terry Baxter, Ipswich Central
Paul Clement, Ipswich Central
Alistair Lang, Gotelee Solicitors
Alex Paul, Gough Hotels
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John Dugmore, Suffolk Chamber of Commerce
Richard Lister, University Campus Suffolk
Emma Pratt, EP Marketing
Cathy Frost, LoveOne
John Matthews, Ensors Chartered Accountants
George Woodward, EWS Limited
Brendan Keaney, DanceEast
Minnie Moll, East of England Co-Operative
Fiona Wright, Ipswich Central
ADDITIONAL INCOME IS ESTIMATED AS 34% OF LEVY
OPERATING COSTS ARE ESTIMATED AS 19% OF EXPENDITURE
TOTAL BUDGET OF £3.81 MILLION
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The Master’s House 19 Lower Brook Street Ipswich, Suffolk IP4 1AQ
info@centralmanagementltd.com
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