UNITING DIVERSITY & ORIGINALITY
A N I N S I G H T I N TO T H E I N I T I AT I V E A N D H O W TO B E CO M E A M E M B E R
An invitation to be part of a vibrant community of independents showcasing the very best of Leeds... Independent Leeds helps people choose from a wide variety of great independent Leeds businesses with trust and confidence that they will receive an exceptional experience.
UNI T IN G DIVE RSI T Y & ORIGINAL I T Y
Independent Leeds aims to capture and showcase the brilliant independent offerings which set the city apart. This autumn customer facing businesses are invited to register to be featured in our Little Black Book guide and on the new website. Business facing businesses will also have the opportunity to go online at a very reasonable cost. A lot of time has gone into getting the look and feel of this proposition right to showcase your business. The project is designed and run by independent businesses and has been developed through extensive consultation to ensure that it’s shaped to meet your needs. This project is designed to connect, support and promote independent businesses and will always strive to offer excellent value to secure the widest possible inclusion. We have answered your questions in this book and in return we need newsworthy content to share and connect the community, grow collaborations and support networks across the city building on the great work already being done.
MEMBERSHIP Independent Leeds membership includes the following with additional options to enhance your business profile and listing.
STANDARD MEMBERSHIP INCLUDES:
Website Business Profile Full Page Book Entry 1-2 Free Advertisements* (*up to the value of £50 to be used within the first 6 months of website launch)
£ 1 00 * PER ANNUM * Membership cost is payable by ever y individu al busine s s fa s ci a
COPY WRITING
PHOTOGRAPHY
THE OFFER:
THE OFFER:
THE OFFER:
If you’d like help getting your words just right, we can arrange this.
We arrange for a photographer to take a brand spanking new photo of your business for your profile.
We host one of your own videos on your profile page to enhance your online presence.
VIDEO PROFILE
£ 25
£ 25
£ 25
ONE OF F PAYME N T
ONE OF F PAYME N T
ONE OF F PAYME N T
BUSINESS PROFILE PAGE EXAMPLE
ADVERTISING OPPORTUNITIES Members can choose to enhance their promotional exposure through a range of advertising options linked to high traffic areas of the Independent Leeds website.
01 P RIM ARY F E AT UR E INCLUDES:
Full width advert at the top of the homepage.
£ 35
P E R WE E K
02 SEC ONDARY F E AT UR E INCLUDES:
1/3 width advert below Primary Features.
£ 15
P E R WE E K
WEBSITE HOME PAGE FEATURES EXAMPLE
YOUR PROMOTIONS Businesses can list their one-off in-store offers to customers on the ‘Promotions’ section of the Independent Leeds website. Clicking on a promotion will allow users to learn how to redeem the offers.
03 PROMOTION LISTING INCLUDES:
Business offers with links are listed on the ‘promotions’ page.
£ 15
P E R WE E K
WEBSITE PROMOTIONS PAGE EXAMPLE
THE DIRECTORY
A printed directory of Independent Leeds ‘Little Black Book’ will be the definitive guide to the Leeds independent scene. The book will be distributed to outlets across the City and suburbs. We have chosen a variety of businesses, retailers and public places as distribution channels to maximise customer reach, increasing opportunities for our members and raising our profile as the guide to the best of Leeds.
DIRECTORY ADVERTISING There will also be opportunities for businesses to advertise within the Little Black Book.
01
02
03
HAL F PAGE ADVERT
F UL L PAGE ADVERT
INSIDE COVER ADVERTS
£ 350
£ 600
£ 900
FA Q Q: WHAT’S THE BOOK GOING TO LOOK LIKE AND HOW OFTEN WILL IT BE PRODUCED? A: This book will be an annual publication perfectly bound with a thicker outer cover designed to last a year. Please see the pages after the FAQ’S to see example pages of how the Little Black Book will look.
Q: HOW WILL THE LITTLE BLACK BOOK BE MARKETED? A: The Independent Leeds website will be promoted by local and regional PR and linked to the Visit Leeds and First Direct Arena websites. The Yorkshire Evening Post and other press will run features.
In return we need newsworthy stories from businesses to fire up conversations, build activity and grow the independents voice and influence in the city.
Q: WHERE WILL THE GUIDE BE DISTRIBUTED? A: The printed directory of Independent Leeds ‘Little Black Book’ will be the definitive guide to the Leeds independent scene. 10,000 books will be distributed across the city centre and suburbs of Leeds with main stockists identified.
Q: WHAT BENEFITS DO WE GET FOR OUR £100 MEMBERSHIP? A:
The standard membership includes the following:
•
A full page in the Little Black Book and online profile on the website.
•
10,000 copies strategically located.
•
£50 0f free online advertising to be used within the first 6 months of joining.
•
Free advert on the First Direct Arena website in the Leeds guide section.
•
Free access to Leeds Welcome ambassador training, to learn about the wider city and welcome visitors. Please see leedswelcome.com for more information about the scheme.
•
Connection to the wider independent community providing a support network and collaboration opportunities.
•
Opportunity to promote your business by supplying newsworthy stories for the blog and social media exposure.
•
Your business will be mapped in the book and online.
Q: WHICH BUSINESSES WILL BE GOING IN THE LITTLE BLACK BOOK? A: As the guide needs to represent all Leeds postcodes, we intend that it will be representative of the city centre and suburbs.
Q: WHAT QUALIFIES AS AN INDEPENDENT BUSINESS? A:
A business that is privately owned or a sole proprietor.
Q: WILL THE WEBSITE HAVE A BLOG OR SOMETHING TO KEEP VISITORS RETURNING? A: Yes absolutely, updated regularly and we will encourage independents to participate based on their individual offerings and discounts, seasonal campaigns, local initiatives/events, city wide focus, all things Leeds.
Q: HOW WILL THE WEBSITE WILL BE PROMOTED?
To launch the website, we’re using regional PR and social media, with the online support of our distribution channels across the city. The project has secured extensive cross city support that will continue to grow. We have the support of a growing number of independents who are ambassadors including: Accent, Alavit, Belgrave Music Hall, Bird and Beast, Bundobust, Café Moor, El Bareto, Faversham, Friends of Ham, Greedy Pig, Hepworths Deli, Inkwell Arts, Lamberts Yard, Latitude Wines, Laynes Espresso, On the Wall, Opposite, Opposite Café, Oracle Bar, Outlaws Yacht Club, Rebel Pin Up, Reds True Barbecue, Sela Bar, The Mustard Pot, Viaduct Leisure and Welcome Skate Store. In addition Leeds City Council, Leeds and Partners, and Johnston Press are supporters of the scheme.
FA Q Q: WHAT ARE THE NEXT STAGES OF DEVELOPMENT? A: We will be developing an interactive city blog and featuring Independent Leeds in the central city Leeds Welcome initiative and city app.
Q: HOW DO I REGISTER MY BUSINESS? A: A quick and easy online registration form is completed at: www.independentleeds.co.uk
The data submitted will form the basis of a ‘business profile’ to build on and enhance with additional features as part of your membership. Q: HOW ARE YOU GOING TO ENSURE THE WEBSITE PROVIDES A GOOD RETURN ON INVESTMENT AND THAT IT CONTINUES TO GROW AND BENEFIT OUR BUSINESSES. A: We are using specialist support to ensure the website is optimised, pro-actively analysed, measured and developed to maximise returns. We will be supplying details of this and what we require from businesses in return to get the right content,links and outcomes.
Q: HOW DOES THIS HELP THE INDEPENDENT SECTOR’S PLACE AND VOICE IN THE CIT Y? A: Independent Leeds will be an intrinsic part of Leeds Welcome showcasing all the different ‘Leeds’ parts of the city experience. Its formal position is identified in the Visitor flow chart opposite.
T HE L EEDS VISI TOR JOURNE Y
ATTRACTING VISITORS TO YORKSHIRE
www.yorkshire.com
AT TRACTING NATIONAL AND INTERNATIONAL BUSINESS & LEISURE VISITORS TO LEEDS
www.visitleeds.co.uk / www.conference-leeds.com
WELCOMING VISITORS TO LEEDS AND PROMOTING THE CIT Y EXPERIENCE
www.leedswelcome.com
SHOWCASING THE LEEDS INDEPENDENT SECTOR
www.independentleeds.co.uk
22
FOOD & DRINK F I L L Y O U R B E L LY A N D Q U E N C H Y O U R T H I R S T. . .
Leeds has a vast array of independent eateries and bars to visit. From charcuteries to Mexican and everything inbetween, the hardest thing will be choosing where to go first.
23 IMAGE:
Red’s True BBQ p27
EPERNAY EPERNAY | FOOD & DRINK | 24
C H A M PA G N E B A R
12 GREAT GEORGE ST LS1 3DW
WHY NOT TRY... A luxurious late afternoon glass of MOËT & CHANDON Rosé. And if you get peckish, order one of their sharing boards of bread, oils and nibbles.
SUNDAY - MONDAY | 12:00 - 24:00 TUESDAY - THURSDAY | 12:00 - 01:00 FRIDAY - SATURDAY | 12:00 - 02:00 0113 242 9977 w w w. e p e r n ay c h am p a g n e b a rs. co m
OVER 100 DIFFERENT V A R I E T I E S O F C H A M PA G N E S E R V E D D A I LY S e r v i n g c h am p ag n e f ro m ov e r 2 5 d i f f e r e n t ho u se s i n c l u d i n g Mo e t an d C han d o n , P e r r i e r J o u e t , B o l l i n g e r, H e n r i ot a n d s m a l l e r p ro d u c e rs su c h a s G u y d e C h a s s ey an d C an ar d D u c h e n e . Ep e r n ay o f f e rs a r e a l t a s t e o f o p u l e n c e an d ex c l u s i v i ty t h a t yo u wo n’t f i n d anyw h e r e e l s e i n t h e c i ty.
Th ey s to c k m u l t i p l e v i n t a g e s s o u r c i n g o u r c h a m p a g n e f ro m m o r e t h a n 2 1 h o u s e s, ra n g i n g f ro m l a r g e r e s t a b l i s h e d n a m e s, to s m a l l i n d e p e n d e n t grow e rs. Th e s ty l i s h , s p a c i o u s i n t e r i o r i s p e r f e c t fo r d r i n k i n g t h ro u g h to t h e e a r l y h o u rs, o r s i m p l y r e l a x i n g o n t h e b e a u t i f u l t e r ra c e , w h e n t h e b a r co m e s i n to i t s ow n .
FRIENDS OF HAM
4 NEW STATION ST LS1 5DL
WHY NOT TRY... A taster board of two meats and two cheeses and wash them down with a guest ale. Then relax into the evening and play a little shuffleboard.
12:00 - 23:00 | MONDAY - WEDNESDAY 12:00 - 24:00 | THURSDAY - SATURDAY 12:00 - 22:00 | SUNDAY 0113 242 0275 w w w. f r i e n d s o f h a m . co m
QUALITY CHARCUTERIE, CHEESE, CRAFT BEER & FINE WINES A B r i ti s h t ak e o n Eu ro p e an t a p a s a nd c a f e c u l tu r e , Fr i e n d s o f H a m s er v e r e al l y si m p l e b u t s c ru m p t i o u s co l d m e at an d c h e e se p l att e rs th a t o oz e t h e r e al f l avo u r o f M ed i te r ran e an c u l tu r e . Th ei r u n i q u e ap p ro ac h to s o u r c i n g h i g h q u al i ty p ro d u c e i s c l e a r l y ev i d e n t i n t he i r m e at s e l e c t i o n w h i c h i s c ar e f u l l y so u r c e d f ro m Sp a i n an d I t al y.
W h e t h e r yo u ’r e p o l i s h i n g o f f a l i p s m a c k i n g l y h o p p y Pa l e A l e , a l u s c i o u s Fr e n c h M e r l ot , o r a p l a t e o f m e l t- i n - t h e - m o u t h Pro s c i u tto, a t Fr i e n d s o f H a m w h a t a l l t h ey wa n t i s a s m i l e o n yo u r fa c e a n d a p a r ty i n yo u r m o u t h . Th ey a r e co m m i tt e d to b r i n g i n g yo u t h e b e s t fo o d a n d d r i n k , w i t h o u t co m p ro m i s e .
FRIENDS OF HAM | FOOD & DRINK | 25
BAR & CHARCUTERIE
LAYNES ESPRESSO LAYNES ESPRESSO | FOOD & DRINK | 26
COFFEE SHOP
16 NEW STATION ST LS1 5DL
WHY NOT TRY... A comforting bowl of porridge with honey and cinnamon with a freshly brewed latte to start your morning off perfectly.
MONDAY - FRIDAY | 7:00 - 19:00 SATURDAY | 9:00 - 18:00 SUNDAY | 10:00 - 16:00 0782 882 3189 w w w. l ay n e se s p r e s s o. co.u k
TO P Q U A L I T Y E S P R E S S O F R O M M U LT I P L E R O A S T E R S AROUND THE UK L ay n e s se r v e s so m e o f t h e b e s t b r ew e d e s p r e s so co f f e e yo u co u l d w i sh to g e t yo u r h a n d s o n . To g o w i t h yo u r c ra f t e d b r ew e d co f f e e , j asm i n e p e a r l t e a o r f l a t w hi t e w e h av e a ra n g e o f i n - h o u s e m ad e fo o d . Fro m san d w i c he s a n d h e a r ty s t ews to m u f f i n s, b row n i e s a n d c a k e s to s u i t al l t ast e s, p l u s t h e r e ’s p a s t r i e s avai l ab l e fo r b r e a k fa s t .
Po s i t i o n e d j u s t a s to n e ’s t h row f ro m L e e d s t ra i n s t a t i o n , L ay n e s u s e a ra n g e o f t h e b e s t co f f e e s ava i l a b l e to t h e U K m a r k e t a n d a l s o s e l l t h e i r ow n l a b e l co f f e e b y t h e b a g a n d b y the cup. Pav i n g t h e way a s a n i m p o r t a n t l a n d m a r k o n t h e n o r t h’s co f f e e m a p , fo r a nyo n e w h o l ov e s co f f e e , i t ’s w e l l wo r t h a v i s i t w h e n yo u ’r e i n the area.
RED’S TRUE BBQ
CLOTH HALL ST LS1 2HD
WHY NOT TRY... The infamous Donut Burger with sweet potato fries, a Root Beer Float and top it all off with the indulgent Red’s Banana Pudding.
12:00 - 23:00 | MONDAY - THURSDAY 12:00 - 24:00 | FRIDAY - SATURDAY 12:00 - 22:00 | SUNDAY 0113 834 5834 w w w.t r u e b a r b e c u e . co m
A P L A C E TO W O R S H I P THE TRUTH & BELIEVE IN TRUE BARBECUE L i k e a b o l t f ro m h e av e n .. .i t s t r u c k R e d . The p e o p l e o f L e e d s k n ew n oth i n g o f Tr u e Bar b e c u e . Of meat smoked low ‘n slow, infused with joy. Of glazes, rubs and sauces so glorious that angels wept. I n s p i r e d b y Th e So u t he r n St a t e s o f A me r i c a, R e d ’s h as c r e a t e d t h e p e r f e c t m i x o f l o c al l y so u r c e d m e a t a nd a h u g e s e l e c t i o n o f m o u t h wa ter i n g sau c e s.
W e ’r e o n a m i s s i o n to b r i n g to a n e n d b a d B B Q , t h e ty p e o f a n n u a l c r e m a t i o n w e s e e ev e r y s u m m e r i n t h e g a r d e n s a c ro s s B r i t a i n . Th e g o s p e l w e ’r e s p r e a d i n g i s o f l ow a n d s l ow t r u e b a r b e c u e , t h e ty p e t h a t w i l l g i v e yo u i n c r e d i b l y t a s t i n g , j u i c y m e a t ev e r y t i m e . Let there be meat!
RED’S TRUE BBQ | FOOD & DRINK | 27
R E S TA U R A N T
TESTIMONIALS L AYNES ESPRESSO : DAVE OLEJNIK
“ It’s so great to see a guide that is as well thought out and presented as the business you’ll find within it.” WELCOME SKATE STORE : TOM BROWN
“ A great way for city visitors to discover the best Independents Leeds has to offer.” OUTL AWS YACHT CLUB : JOE GILL
“ The Leeds Indie scene is a vital part of what makes
this city special. Projects like this help highlight what great talent and creativity this city has to offer.” THE GREEDY PIG : JO & STU MYERS
“ Independent Leeds will help connect businesses and creative talent to grow collaborations in the city.” FABRICATION : DAWN WOOD
“ We fully support this initiative as it will join the dots and help independent businesses collaborate and flourish.” EL BARETO : PABLO & MAYA
“ El Bareto loves this scheme because it’s exactly what we’re about: our strength lies in diversity and community.”
ON THE WALL : GUY HAYNES
“ A great guide to promote one of Leeds best assets.” BIRD & BEAST : STEVE HAWKINS
“ Leeds has had several cultural explosions since
1992 when I arrived. The independent operator has always been at the forefront of what gives this city its street creed. The Independent Leeds project is very exciting as it will pull together all these great places and spread the word so more people come and enjoy them.” OPPOSITE CAFE : LOU HENRY
“ Independent businesses are a true reflection of
a place’s character and its people but we’re always fighting to be seen amongst the homogenised brands. The black book connects us with each other and the people who care that our city is different.” BUNDOBUST : MARK HUSAK
“ The guide brings the best independent businesses
together and helps develop a great sense of community.” OUR HANDMADE COLLECTIVE : CLAIRE RILEY CO-FOUNDER
“ Independent Leeds is a great example of how
the Independent Businesses of Leeds can work collectively to raise their profile and showcase a vibrant and thriving community to the general public in a professional capacity.”
CHIRPY : HARRIET VAIGHT
“ As a single independent shop in a Leeds suburb, its
great to be involved in the superbly designed Little Black Book project. It makes you feel part of a wider community of independents, and we are stronger working together to promote ourselves than alone.” ORACLE BAR : DEBORAH DE VITTORIS
“ Leeds is home to some amazing independents
particularly in the restaurant, bar and club industry. It is partially due to these innovative independents that has made Leeds the city it is today and its great to see a publication that focuses on local businesses that strive to survive and make a difference.” MOJO : MARTIN GREENHOW
“ MOJO was born in Leeds and Leeds has shaped what it has become. This guide helps showcase that spirit of the city which is exemplified in its friendly co-operative but inquisitive nature.” BOT TEGA MIL ANESE : ALEX GALANTINO
“ Independents are the real fabric of Leeds, a treasure la bottega milanese
that makes us different from your average clone city. Independent Leeds are all over this.”
BELGRAVE MUSIC HALL AND CANTEEN : ASHLEY KOLLAKOWSKI
“ I’m proud to be involved with so many independent
business’ and I’m proud that my friends have business’s that are independent too. Leeds means a lot to me and its got a great community spirit. People need to support new platforms like ‘Independent Leeds’ that will help small companies grow and become the focal point of our towns and cities.”
ACCENT CLOTHING : LOUISE SCHNEIDER
“ A creative melting pot of talent & styles, Independent
Leeds is the heartbeat of the city and it’s fantastic to be championed within this initiative that unites the independent community. We’re proud to be celebrating our 30th anniversary and wholeheartedly support the venture to highlight this fantastic City and it’s talents.” RED’S TRUE BARBECUE : JAMES DOUGLAS
“ At the cultural heart of what makes Leeds unique is the amazing independent scene. We need to celebrate this more within the city, and the Black Book is a really credible guide to do so.” FRIENDS OF HAM : ANTHONY KITCHING
“ Independent businesses are what give a city
its identity. There’s some really interesting things happening in Leeds at the moment and this book acts as a great guide to discovering what’s on offer.” THE MUSTARD POT : NICOLA STOREY
“ It’s great to be an independent business in a city with so much diversity, that allows individual businesses to grow and thrive in challenging economic climates.” BAR FIBRE : TERRY GEORGE
“ For over a decade Fibre has been a key part of
Leeds nightlife standing the test of time with a striking music and visual vibe. Supporting such a diverse city is important to me and being part of Independent Leeds is a great way help people experience what our fantastic city has to offer.”
LITTLE BLACK BOOK
A GUIDE TO L EEDS’ INDEPENDEN T SCENE
2014
WE ’RE N OW F IL L IN G UP O UR L I T T L E BL A C K B O OK OF L E E D S ’ INDE P E NDE N T B US INE S S E S. . .
WANT IN? C L IC K T O RE GIS T E R YO UR B US INE S S :
Independent Leeds aims to capture and showcase the exceptional independent scene across the whole of the city of Leeds. This booklet outlines the proposal to businesses to join this exciting venture and explains how they can take part. A N Y Q U E ST I O N S ? 0113 320 3034