HISTORIC PAST
BALLOT OPENS 9TH FEB 2023
ESSENTIAL EDINBURGH
DRAFT BUSINESS PLAN 2023 - 2028 EXCITING FUTURE
THE BUSINESS IMPROVEMENT DISTRICT Essential Edinburgh operates your Business Improvement District (BID) — a defined area where businesses vote to collectively invest in local improvements in addition to those provided by the local authority and police. As we emerge from a global pandemic, we reflect on a difficult period for the city centre; challenging businesses from all sectors and redefining priorities. For fifteen years we have worked closely with you - and in partnership with agencies throughout the city. We've delivered a range of initiatives to support business growth and ensure our area is a leading place to visit, work and do business.
Existing BID Proposed extension to BID
As we continue to deliver against the priorities you set for our current term, our recent Business Survey marked the start of an important consultation aimed at understanding how best to serve our members moving forward. This document reflects on our strong track record together, and uses findings from that survey to give an early indication of what YOU want us to focus on from 2023-2028. It is essential that you engage with us now to develop a full business plan that will deliver the initiatives YOU NEED for a thriving city centre.
Chief Executive
"THE ICE RINK AND SUMMER EXTERNALS ON GEORGE STREET WERE AWESOME. THE SUMMER EXTERNALS LITERALLY ALLOWED ME TO HIRE 10 TEAM MEMBERS. THANK YOU FOR YOUR SUPPORT!" Emmy Mills Browns
PROMOTING
Our range of excellent partner events have drawn people in and delivered an exceptional return on investment. Film Fest in the City generated nearly £19 of spend in our businesses for every £1 spent on delivery. Burns and Beyond raised footfall on Rose Street by 4.5% with 75% of attendees buying food and drink during activities. The sold out Edinburgh Cocktail Week 2021 saw over 23,000 consumers — with bars selling an estimated £456,000 of signature cocktails. The Sign of a Great Time marketing campaign was seen by almost 5.3m people despite planned activity being cut short by COVID-19. During activity spikes, it saw an average increase in total sales of 4%, 3.9% ahead of the rest of the UK. Our active management of George Street as a festival space shared the economic benefit of the fringe with city centre businesses showing increases of 8.1% in hospitality sales and 1.2% in retail. Excluding lockdown months, footfall on Princes Street since 2018 increased by 1.2m people versus the preceding 4 year period. PAR
ER &
86
CH
,3
RI ST
32
MA S AC TI VA TI ON S
TING
CAM
PAIG
N (I NCL . GI FT
CAR
D)
SE CT O R A L P R O M O T IO N S / E V EN T S D IG IT AL / S O C IAL
TS VEN IP E
36
MM
£4 RKE
£353,779
RSH
9,5
TNE
£44
SU
SIG
£ 6 5N O F A G R 5 , 7 EAT T 90 IME MA
MARKETING CAMPAIGN SEEN BY 5.3 MILLION PEOPLE
FOOTFALL
DIRECT MONTH ON MONTH COMPARISON
DURING CAMPAIGN ACTIVITY
DURING MARKETING CAMPAIGN ACTIVITY
FILM FEST IN THE CITY
£1.5M EDINBURGH COCKTAIL WEEK
£456K
AVERAGE AVERAGE
SPENT
DURING MARKETING CAMPAIGN ACTIVITY
SALES
1.5% ABOVE 1.8% ABOVE
HOSPITALITY SALES 6.1%
RETAIL
9.8%
IN CITY CENTRE
OVER 3 YEARS
SALES OF SIGNATURE COCKTAILS ALONE
UP
“ESSENTIAL EDINBURGH HAS PLAYED AN INTEGRAL PART WITHIN THE CITY CENTRE AS WE HAVE NAVIGATED THE LAST FEW YEARS INCLUDING THE PANDEMIC. SEVERAL INITIATIVES HAVE BEEN DELIVERED OR SUPPORTED WHICH HAVE POSITIVELY IMPACTED TRADING AND THE DEVELOPMENT OF OUR BUSINESS.” Louise Masson Harvey Nichols
ENGAGING
Delivering value through strong partnerships and advocating for city centre businesses are at the heart of our engagement strategy. Recognising the importance of circulating customers around the BID area, we have funded new wayfinding totems at key points. We have also nurtured relationships with Johnnie Walker and St James Quarter, supporting their integration into our increasingly attractive city centre. We continue to represent your views as the George Street redesign project progresses - and are emphatic advocates for the redevelopment of Princes Street buildings, including Debenhams, BHS and Jenners. Our dedicated communications team keep you firmly in the loop. They work hard to amplify your messaging - supporting promotional activity, sharing successes and lobbying tirelessly. Our joint funding of FUSE delivers high quality recruitment and training opportunities for retail, leisure and hospitality — supporting our levy-payers at no cost. We must acknowledge the ongoing effects of the pandemic — as the jewel in the crown of Scotland's tourism sector, Edinburgh has particularly felt the impact of travel restrictions. Nonetheless, footfall in the city centre is up 1.9% against our previous term. Excluding lockdown months, this rises to 3%.
SIGNAGE / W A YF I N D I N G
£76 , 3 1 0
FUSE
£ 11 0 , 000
C O M M U N IC A T IO N / C IT Y C E N T R E M O N I T O R I N G ( I N C L . F O O T F A L L )
£169, 3 8 7
B I D C O P / C H E C K O U T / C H E C K IN
£ 2 0 8, 5 9 9
CYRENIANS PARTNERSHIP
PROTECTING
£101,500
Our continued partnership with Police Scotland funds an enhanced police presence in the city centre. Supporting shops in the fight against retail crime, our 'BID Cop' has delivered 21 Hard Target talks and engaged with levy payers 614 times to provide advice and support. Check Out has made 1217 circulations providing key data to police and retail partners to inhibit shoplifting, while we have invested in a new website for Check In to support our accommodation providers. COVID-19 lockdowns substantially lowered crime figures. Excluding 2020 (for a fair comparison) recorded crime was down 66% this term since funding our enhanced policing programme.* Our ongoing work with the Cyrenians addresses homelessness and begging in the city centre by looking beyond short term fixes. Together we have helped 179 people find accommodation and engaged with over 636 people to provide one to one support, direct interventions or to help establish permanent tenancy arrangements.
INTERACTIONS WITH OUR
179 HOMELESS PEOPLE
614 LEVY PAYER
BID COP RECORDED 1217
CRIME
DOWN 66%
INTO ACCOMMODATION WITH HELP FROM CYRENIANS
(*based on most recent average figures supplied by Police Scotland excluding 2020-21)
CHECK OUT
CIRCULATIONS
PERMANENT
TENANCIES
CCLLEEAANNT TEEAAMM
£810,069 £810,069
ST ANDREW SQUARE GARDEN
£ 3 7 1 , 106 FE STI V E / R O S E S T L I G H T I N G SEASONAL P L A N T I N G
£278,434
“THANK YOU, ESSENTIAL EDINBURGH, FOR ALL YOUR HARD WORK. YOU DELIVER A BRILLIANT SERVICE AS USUAL. A PARTICULARLY MASSIVE THANK YOU TO YOUR SUPERB CLEAN TEAM, THEY ALWAYS ARRIVE TO US QUICKLY AND DO AN AMAZING JOB.” Martina Hlinkova The Royal Society of Edinburgh
ENHANCING
The Clean Team embody our commitment to maintaining the highest environmental standards in the city centre. Over and above the statutory obligations of Edinburgh Council they work to make our area an attractive and clean place to spend time, do business and enjoy all that Edinburgh has to offer. Their prompt, courteous service is widely praised by our members. Our ongoing partnership with Changeworks Recycling offers substantial savings on commercial waste collection for our members, preventing 900 tonnes of carbon dioxide from landfill disposal. George Street, St Andrew Square and Rose Street have benefitted from our £260,000 investment in festive lighting, while our sponsorship of the George Street ice rink provided a seasonal draw to bring people into town. Critically increasing footfall in the west of our district, the rink brought 75,000 skaters and 260,000 visitors to the street.
628,100KG
OF LITTER
(EQUIVALENT TO WEIGHT OF 36 DOUBLE DECKER BUSES)
INSTANCES OF REMOVING
ENVIRONMENTAL AND HAZARDOUS WASTE
30,000M
2
GUM REMOVED FROM PAVEMENTS EQUIVALENT TO X4 MURRAYFIELD PITCHES
£505K SPENT
SAVED FROM LANDFILL DISPOSAL
1485
900 TONNES OF C02
COLLECTED BY THE CLEAN TEAM
ON CITY CENTER CHRISTMAS IN CURRENT BID TERM
260K FOOTFALL T7IC5KE,TS0S00 OLD
ON GEORGE STREET ICE RINK
2018 - 2023
In response to the financial implications of the COVID pandemic we re-organised our staff structure, reducing headcount by 33% and streamlining operational procedures to reduce our expenditure. In this term we have successfully generated additional income of over £1.45m — 36% extra revenue to invest in our city centre over and above your levy contribution. This more than covers our operating costs of £1.19m making Essential Edinburgh better than cost neutral.
£5.5M TOTAL INCOME
FINANCE / GOVERNANCE ADDITIONAL INCOME
£1.45 MILLION
BID LEVY
£4.07 MILLION
All income and expenditure figures use expected results at term end, 31 March 2023, and are subject to change.
OVER
£1.4M ADDITIONAL INCOME
GENERATED TO SPEND
2023 - 2028
WHAT MATTERS MOST? Your feedback from our recent Business Survey has given us a strong sense of your priorities for the next term:
>> PROMOTION AND FOOTFALL DRIVING ACTIVITIES — rebuilding local, national and international footfall; drawing-through and circulating people around the area
>> BUSINESS RATES REFORM is at the top of your engaging agenda;
establishing a meaningful conversation with essential partners to explore and address this vital issue
>> ENHANCED STREET CLEANING by our Clean Team, increasing the
attractiveness of our area using high quality seasonal dressing
>> GEORGE STREET RE-DESIGN PROJECT — ensuring advanced communication, representing your interests, and being your united voice for appropriate mitigation and compensation
>> CHRISTMAS — 92% of respondents prioritised a sparklingly festive district, with activity anchored in our area
>> HOMELESSNESS AND BEGGING IN THE CITY CENTRE — funding outreach work through Cyrenians' Navigator Project and continued cross-sector partnerships
Taking your views and producing this discussion document is just the beginning of the process. Are the priorities here YOUR priorities? Should we be concentrating on something else? How should we split the budget across these areas? Do you have ideas that are not represented here? We need you to tell us, inform and instruct us. From now until September 30th 2022 we will be gathering your feedback to formulate the Final Business Plan. Don't be silent, SPEAK OUT and help us benefit your business for the next five years.
PROMOTING OUR AREA THROUGH CAMPAIGNS & ACTIVITIES THAT DRIVE FOOTFALL AND SPEND
>> PROMOTING THE CITY CENTRE TO A DOMESTIC AND INTERNATIONAL AUDIENCE IN PARTNERSHIP WITH A NEW DESTINATION MANAGEMENT AND MARKETING ORGANISATION FOR EDINBURGH >> FOOTFALL DRIVING AND
CIRCULATING ACTIVITIES SPREAD ACROSS THE YEAR Bringing footfall into our city centre is everyone's top priority. As we emerge from the pandemic it's vital to attract people to enjoy Edinburgh's exceptional offering. Successful partnership working has been a hallmark of our approach to marketing and promotion. We will practically and strategically support the creation of a new Destination Management and Marketing Organisation (DMMO) for Edinburgh, collaborating with them to influence the promotion of the city centre to a domestic and international audience.
>> ANNUAL PROGRAMME OF EVENTS DELIVERED IN PARTNERSHIP >> MAXIMISING SUMMER AND
WINTER FESTIVAL ACTIVITY IN THE BID AREA
As well as maximising summer and winter festival activity in our area, we will maintain our commitment to a spread of footfall driving and circulating activities across the year. Key to this will be an annual programme of events delivered in partnership, such as Film Fest in the City.
“AS AN INDEPENDENT FAMILY BUSINESS WE'VE REALLY VALUED THE SUPPORT OF ESSENTIAL EDINBURGH, PARTICULARLY DURING THE PANDEMIC. THE COMMERCIAL ACTIVITIES PROVIDE MANY ADDED SERVICES AND VITALITY TO OUR COMMUNITY; THE BID HAS HELPED RAISE OUR VOICE. OUR OUTSIDE TERRACE WAS A LIFELINE FOR OUR BUSINESS WHILE WE HAD RESTRICTIONS IN PLACE.” Carina Contini, Contini’s George Street
Looking forward 2023-28
ENGAGING WITH ALL RELEVANT BODIES,
CHAMPIONING YOUR INTERESTS AND USING OUR COLLECTIVE VOICE >> MONITORING AND REPORTING KEY INDICATORS FOR THE CITY CENTRE, INCLUDING SALES AND FOOTFALL >> INVESTMENT IN FUSE TO PROVIDE FREE RECRUITMENT AND TRAINING SUPPORT >> PROACTIVELY WORKING
We will be your essential partner, working together to recover from the impact of the COVID-19 pandemic. We will lobby on your behalf with national and local government on important issues including rates reform, the redevelopment of premises and an increased provision of public waste bins.
WITH LANDLORDS AND DEVELOPERS FOR THE ONGOING REGENERATION OF PRINCES STREET
>> SUPPORT DURING GEORGE
STREET RE-DESIGN AND We're committed to the progressive transformation of Princes LOBBYING LOCAL AND NATIONAL Street, proactively working with landlords and developers to GOVERNMENT support regeneration. On George Street, we will press Edinburgh Council for clear communication, effective signage and for appropriate mitigations to be put in place as the "ESSENTIAL EDINBURGH HAVE layout of the street is redesigned. Investing as a key partner in FUSE, we will maintain training and recruitment support at zero cost for our levy-paying retail and hospitality businesses, while our communications team will continue to amplify and promote messaging in support of our members. We will continue to seek out group-buying discounts, cost-cutting initiatives and exclusive staff benefits for our member businesses.
DONE A GREAT JOB SUPPORTING EDINBURGH BUSINESSES THROUGHOUT THE DIFFICULT PAST COUPLE OF YEARS. THEIR ON-GOING EFFORTS WILL BE HUGELY IMPORTANT TO THE RECOVERY OF THE CITY CENTRE FROM THE COVID PANDEMIC.” Alan Thomlinson Johnnie Walker Princes Street
Looking forward 2023-28
PROTECTING BUSINESSES, CUSTOMERS & STAFF TO
ENSURE THE CITY CENTRE IS A SAFE PLACE TO WORK, VISIT & ENJOY
“THE CHECK IN INITIATIVE ALLOWS US TO OPERATE IN A SAFER ENVIRONMENT AND HELPS PREVENT LOSS OF REVENUE THROUGH FRAUD. IT CREATES LINKS BETWEEN CITY CENTRE HOTELS TO SHARE IMPORTANT INFORMATION WITH POLICE. THIS COULD NOT BE ACHIEVED WITHOUT ESSENTIAL Through strategic partnerships, our city centre will be a safe EDINBURGH.” Iain Davidson The Balmoral Hotel
>> BUILD ON OUR SUCCESSFUL PARTNERSHIP WITH HOMELESS CHARITY CYRENIANS >> PROVIDE AN ENHANCED POLICE PRESENCE THROUGH "BID COP" >> SUPPORT OUR NIGHT-TIME ECONOMY, PARTNERING WITH LOCAL ORGANISATIONS LIKE STREET ASSIST >> CONTINUE CHECK OUT AND CHECK IN OUR GROUND-BREAKING SECURITY PARTNERSHIPS
and secure place to do business at any time of day; and the safest place to enjoy Edinburgh's night time economy.
We will work with local organisations, such as Street Assist, to provide advice and practical support for evening patrons within the BID area. We will build on the success of our partnership with homeless charity Cyrenians, funding outreach workers to support vulnerable individuals as they move away from a street-based life. Our innovative BID Cop project with Police Scotland will continue, providing an enhanced police presence, effective business training and a single point of contact. We will continue to operate our successful Check Out initiative as an active deterrent for shoplifters, while Check In will continue to support our accommodation providers. Both share vital information on suspicious persons, credit risks and potential criminal activity, supported by Police Scotland.
Looking forward 2023-28
ENHANCING OUR CITY CENTRE AS THE CLEANEST, MOST ATTRACTIVE DESTINATION IN SCOTLAND’S CAPITAL
The Clean Team's commitment and hard work make a massive difference to our area with an overwhelming response from surveyed businesses indicating their appreciation and desire for this work to continue. A successful renewal will enable us to continue and enhance our commitment to a clean and attractive city centre in a number of ways:
>> WE WILL INVEST IN UPGRADED GUM BUSTING AND GRAFFITI REMOVAL EQUIPMENT TO FURTHER ENHANCE THE CLEAN TEAM'S EFFORTS.
>> OUR PARTNERSHIP WITH CHANGEWORKS RECYCLING WILL CONTINUE
TO PROVIDE LEVY-PAYERS WITH A GROUP BUYING DISCOUNT FOR WASTE REMOVAL AND RECYCLING, OFFERING SUBSTANTIAL SAVINGS FOR THESE ESSENTIAL SERVICES.
“ESSENTIAL EDINBURGH DO A GREAT JOB OF PROMOTING EDINBURGH AND MAKING SURE THERE IS A SAFE, CLEAN ENVIRONMENT FOR BUSINESS AND VISITORS. THE TEAM ARE ALWAYS VERY HELPFUL AND APPROACHABLE." Meander Apparel George Street
>> WE WILL MAKE ENHANCEMENTS TO PATHS AND LIGHTING AS WE CONTINUE OUR STEWARDSHIP OF ST ANDREW SQUARE GARDEN.
>> WE WILL COMPLEMENT THE VITALITY AND AMBIANCE OF THE CITY
CENTRE WITH TASTEFUL FLORAL DISPLAYS, SEASONAL PLANTING AND NEW CITY DRESSING.
All of these services are additional to those available from the local authority, and can only continue with your support.
Looking forward 2023-28
YOU WANTED MORE... ...CHRISTMAS CHEER We will continue to lead on Christmas activation for the city centre, redoubling our commitment to ensure that winter festival activity takes place within the BID area through installations and activities like the George Street Ice Rink. Fresh new festive lighting will create Christmas magic, including illumination of St Andrew Square Garden to bring light to the dark winter months and enhance the space.
...FOR OUR OFFICES We will implement a support package for our office sector including cost-saving initiatives which use our collective purchasing power to reduce key operational costs. With commercial partners, we will obtain exclusive offers and discounts for all staff of levy-paying businesses, and free access to some of the hottest tickets in town.
A GREENER CITY
Our recycling and waste management initiatives have led the charge toward sustainability goals in the city centre. As Edinburgh Council begin implementing their Net Zero commitments, we will support and advocate for our levy-payers as the City Centre Transformation and Low Emission Zone projects become reality. We will work toward a business plan that offers enhanced communication, lobbying and parallel initiatives which support both our businesses and wider environmental goals.
WHAT NOW?
WE NEED YOUR INPUT The official consultation period for the business plan has begun and will last until 30th September 2022. We are eager to develop an even clearer insight into your business needs during this time, to create a plan for the next five years that will support our levy-payers and allow our city centre to flourish.
30TH SEPTEMBER 2022
BUSINESS PLAN CONSULTATION CLOSES 31ST JANUARY 2023
BUSINESS PLAN 2023-2028 DISTRIBUTED
Where should we focus our resources? What projects should we prioritise? What other support can we provide?
9TH FEBRUARY 2023
WE WANT TO HEAR YOUR VIEWS AND DISCUSS YOUR PRIORITIES:
23RD MARCH 2023
Drop us an email at: renewal@essentialedinburgh.co.uk to provide your opinion. Use the feedback form on our website: essentialedinburghrenewal.co.uk Give us a call to talk through your thoughts, or ask for one of our team to pop in to gather your feedback: 0131 220 8580
VOTING PAPERS ISSUED BALLOT CLOSES
27TH MARCH 2023
RESULTS ANNOUNCED