Business Plan 2015-2020 Summary
Our Businesses, Our Future, Together
Executive Summary This publication is a summary of the Business Improvement District (BID) business plan for Stirling City Centre. It gives the background to BIDs, reasons for the establishment of a BID in the City Centre and full details of the 5 year action plan that will be delivered when the BID is Photo courtesy of Central Design Agency
approved through ballot. The full business plan, which will go out to eligible voters in January 2015, sets out the investment levy costs to qualifying business properties
I think Stirling has huge potential: fabulous location, easy access links, looks great, good size (not too big, not too small), but we are punching way below our weight! The BID is our chance for local businesses to join together to have a bigger and effective voice to make change happen.” Fiona Gavine One Allan Park Wellbeing Clinic
included within the BID area boundary, rules of the ballot process, how the BID will be measured, will communicate with investment levy payers and how the BID will be governed and managed.
I have experience of working alongside Falkirk BID regarding crime reduction and other City Centre community safety projects, in my view the BID mechanism is great way of working with the private sector.” CI Paul Rollo,
Living and working in other areas throughout the UK I have seen first hand the positive effects that can be achieved by having a Business Improvement District that supports and improves the trading environment. I am confident that through a successful BID, Stirling can thrive as a destination for shopping, leisure and tourism.” Tony Wilkes Stirling City Centre BID Development Group Vice Chair and Director, The Thistles
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Stirling City Centre BID Business Plan Summary 2015-2020
Stirling Area Commander, Police Scotland
What is a BID? A Business Improvement District (BID) is about businesses working and investing collectively in local improvements and projects which are additional to the services delivered by statutory authorities. A BID is not about replacing or substituting for local and national government expenditure, but an added value investment by businesses to strengthen the local economy.
Chairman’s Welcome This summary of the proposed business plan is brought to you on behalf of the BID development group. I firmly believe that the opportunity for businesses to work together to secure the future of Stirling City Centre must be grasped through the adoption of the BID model, through the vote that will take place Jan-Feb 2015. Whether you are a retailer (large or small), bar, restaurant, service provider or hotelier, serving the local residential market, the wider tourism market or both, creating a BID will help ensure that the future operational environment is as good as it can possibly be. A BID is about working together alongside other City Centre businesses to achieve that goal. The BID model is well established in the UK having originated in Canada and the USA. Many towns and cities in Scotland have already taken advantage of the opportunity provided through a BID, to have business interests formally recognised and to provide a way for businesses to collectively invest in their future. Town and City Centres operate in a competitive market for consumer spend and investment. Stirling City Centre BID can make sure the business interests in the area are working together to the benefit of all and staying ahead of the competitive pack. I hope you will read and carefully consider the full business plan proposal, which will follow early in 2015, put together by the development group, all of whom have invested their time voluntarily as they believe it is time to make a difference, together in the City Centre of Stirling. Andrew Mitchell, Fresh ‘n’ Clean Laundry Stirling City Centre BID Development Group Chair
Why do we need a BID in Stirling City Centre? Stirling City Centre is the commercial core of Stirling. It attracts visitors from far and wide and also serves the local resident population. It has great history and heritage at the ‘Top of the Town’ and this also applies to the commercial areas further down the hill. Add in the retail, bars, restaurants and other activities available, and then ask yourself, should we not have a City Centre business-led organisation to maximise the potential? Stirling City Centre’s location is a help and a hindrance due to the ease of access to the two major Scottish cities of Glasgow and Edinburgh. This means it is well connected, but also makes it easy for customers, workers and consumers generally, to go elsewhere. Who or what will help reverse that trend? In addition, businesses have often commented on what they see as the improvements that could be made to the City Centre, to ensure we retain customers in the area and also attract those that have easy access to Stirling, but do not utilise it. However, there has been no business group able to take forward projects in the interest of the City Centre and maximise our potential. Perhaps the question should be - can we afford not to have a BID? Stirling City Centre BID Business Plan Summary 2015-2020
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Business Research Findings Business consultation and discussion has taken place over the last few months in a number of ways. This added to what was already known from previous consultations that have taken place with businesses over the last few years (most recently in the development of the City Centre strategy and action plan in 2013). It was recognised within that plan that businesses had a role to play in delivery of a number of City Centre actions. At these meetings businesses agreed to pursue the possibility of a BID, as ‘how’ they would be delivered. The main mechanism for the BID action plan input was the business questionnaire created specifically for businesses within the proposed BID area, and distributed to all businesses. The details on the results of this research are included in the full business plan. Over 130 City Centre businesses of all shapes and forms were personally visited and took part in one to one completion of the questionnaires, ensuring comment and additional qualitative data informed research findings. In addition, Thistles Shopping Centre tenants have been in discussion regarding the BID with Thistles Management and have also completed surveys.
Objectives of Stirling City Centre BID 1. Focus investment for 5 years, directed by business priorities 2. Reduce costs for City Centre business services through joint purchasing 3. Increase current footfall through sustained marketing and promotion 4. Improve the operational environment for business 5. Improve business links with key agencies 6. Develop a vibrant City Centre for business beyond the 5 year BID term
The objectives above will only be achieved through the creation of a BID. They (whoever they are) will not do it, a BID will.
One of the main reasons I will vote yes for a BID for Stirling is because when all businesses unite we will have a greater influence and can really get things to change. Through a BID Stirling’s small independent businesses will have a voice too.” Josine Atsma, Stirling Health Food Store
Are the things in the business plan not paid for through business rates? No. It is important that the activity of the BID represents added value beyond the statutory services provided in the BID area. The BID will carry out an annual review of services provided and work with the authorities to ensure standards and quality are maintained as agreed with the BID. The services currently provided and relevant to the Stirling City Centre BID are contained within a detailed Baseline Services document which is summarised in the full business plan. Environmental improvement will be the key subject for a City Centre management and maintenance group, established by the BID Company and Environment Services within Stirling Council.
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For information, statutory services are those services that are `required` to be provided. Discretionary services are by definition `not required` under statute.
Stirling City Centre BID Business Plan Summary 2015-2020
Photo courtesy of Central Design Agency
What is in it for me? After our initial consultation, discussion and research process was complete, we researched 15 of the 28 operational BIDs in Scotland plus a number from England, looking for themes and projects which related to similar BID priorities as had been identified by Stirling City Centre businesses. The table below shows the evidence of success of some of these projects within BID areas: Table of evidence of success in BID activities Town/City BID
Activity
Name of event/ activity
Measure
Difference/Success
High Street events
Fife International Carnival
Increase in footfall on days of events
Normal day footfall = 10,000; carnival day footfall = 19,000
Collective working
Recycling and waste procurement cost saving project
Reduction in cost of 170 businesses have waste to businesses saved over 205k on and in carbon footprint waste costs in area
Leveraging of additional funding
Forth Bridges Festival
Significant visitor increase at festival time leading to increased visitor spend
BID investment of 12.5k helped secure 256.4k of additional funding for this VisitScotland Homecoming event
New business start ups
Rugby retails start up scheme
Increase in new business start ups as direct result of grants
15 new businesses starting up in City Centre 35k contribution by council, cost to BID of 13k for additional services
Free wi-fi network in town centre
Partnership (at no cost) with local authority
Number of users circa 28k; number of wifi sessions opened 216.k in first 8 months
BID has 50% share of landing page for use as a promotional tool. Positive comments received e.g. via trip advisor site about the free wifi in the area, increase in visits and spend as a result
Signage and banners
Telling the Falmouth story (via destination signage, visitor information and interpretation of area
Increase in visitor satisfaction; securing mandate to add to signage project in future years
Partnership with local authority and other local organisations leveraging a 50% contribution from outwith the BID
Stirling City Centre BID Business Plan Summary 2015-2020
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BID Levy Income
Eligible Property Rateable Value
The investment levy required to deliver projects in the Stirling BID area has been based on the estimated costs of delivering the range and depth of projects and services identified by the City Centre businesses to improve Stirling City Centre for businesses. The investment levy is in no way related to non-domestic rates (business rates) and is a separate levy. Non-domestic rates are collected by Stirling Council on behalf of Scottish Government. The BID utilises the non-domestic rateable value of the property, as a clear and transparent way of allocating the costs of BID business plan delivery. The funds collected for Stirling BID purposes, will be held by Stirling Council in a specific account called ‘The Stirling BID Revenue Account’. These funds will then be passed to Stirling City Centre BID Company. Stirling Council cannot access the ring fenced funds to deliver statutory services or as an additional funding source, they are for BID use. The BID will also pursue other income generating opportunities, including other agencies, voluntary contributions and BID activity, however in line with good business practice, these potential income opportunities are not included within business plan finances.
Annual Levy(£)
£1K and above
200
£3.1K and above
300
£8.5K and above
375
£13.5K and above
450
£40.1K and above
550
£67.1K and above
750
£100.1K and above
900
£150.1K and above
1300
£180.1K and above
2500
£300.1K and above
3500
£500K and above
5000
BID Budget – 5 Year Income and Expenditure BID INCOME Bid levy (95% collection assumed) Stirling Council contribution Total
2015/16 301
Looking Good
301
301
301
301
30 331
BID EXPENDITURE
2016/2017 2017/2018 2018/2019 2019/2020
2015/16
TOTAL 1505 30
301
301
301
301
2016/2017 2017/2018 2018/2019 2019/2020
1535 TOTAL
43
43
43
43
43
215
125
125
125
125
125
625
Safe and Secure
25
25
25
25
25
125
Business Support
30
20
20
20
20
110
Monitoring and Evaluation
16
16
16
16
16
80
Monitoring and Operating Costs at 20% of income after year 1 (%guidance, BIDS guidance)
77
57
57
57
57
305
Contingency at 5% of income, industry standard
15
15
15
15
15
75
331
301
301
301
301
1535
Events, Marketing and Promotion
TOTAL 6
Stirling City Centre BID Business Plan Summary 2015-2020
BID Action Plans With a BID in place for Stirling City Centre well over a million pounds over the five year term of the BID will be spent in targeted projects and services with a business focus to improve the City Centre. Without a BID the level of investment in the business environment is unknown. The themes and actions have been distilled by the development group based on the research undertaken and levy payer discussions. The BID board will have the authority to alter or amend projects within stated budgets to ensure the effective and efficient operation of the company.
Theme 1: Looking Good (£215K over 5 years) Activity
Timing
Why This?
Benefit to Business
City Centre management and maintenance group with Stirling Council
Year 1 – benchmarking and resolving initial issues
Manage the environment
Work with Keep Scotland Beautiful and Stirling Council on ‘Stirling In Bloom’ to improve City Centre environmental standards Development of a summer programme of ‘city dressing’ through planting and baskets Undertake City Centre street audits to inform and direct resources and actions
Year 1 – benchmarking Years 2 – 5 annual audit
Celebrate the environment
Opportunity through the BID to develop and adapt City Centre environment in partnership with the local authority. Solutions to street management to improve City Centre and business environment Improved relationship with key authorities, and improved City Centre operating environment
Year 1 – initial pilot scheme in key shopping streets. Years 2 – 5 continue to add to areas covered Year 1 – benchmarking Years 2 – 5 annual audit
Get some colour into the streets
Promote the introduction of appropriate ‘new business’ signage, to ensure it meets the standards of a conservation area. Report to relevant authority on poor standards of installation Work with landlords and agents to improve the appearance and marketing of vacant property
Years 2 – 5 annual action plan and monitoring of year’s work
Year 1 – introduction of elements of business specific signage that are commensurate with the area. Support street café culture standards and removing building foliage Years 1 – 5
Do regular checks on standards of street litter street clutter, signage, etc. Keep high standards that fit with the City Centre to avoid a ‘clone town look
Reduce the visual impact of vacant property
First year budget allocation (43k total) 3k
2k
Improves the aesthetics of 12k the trading environment and contributes to civic pride within the City Centre To ensure standards are 5k being kept and to measure improvement in the trading environment Ensures BID business investment is not weakened by inappropriate signage by adjacent businesses. Ensures the City Centre environment is protected and presented in best light Minimises the impact of untidy vacant units and consequently the visual perception of the streets are improved
11k
10k
Stirling City Centre BID Business Plan Summary 2015-2020
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Theme 2: Events, Marketing and Promotion
(£605K over 5 years)
Activity
Timing
Why This?
A ‘shop local’ initiative to be launched in year 1 to raise awareness of the Stirling offer
Autumn – Xmas period 2015 (Year 1)
Keep our local Increased customer loyalty customers and potential for increased in Stirling. customer spend Demonstrate the range of offer within Stirling City Centre, including niche retailers
Encourage City Centre workers to remain in the City Centre after 5pm, through promotion and marketing initiatives
Spring, (Year 2)
Extend the customer base
Development of City Centre businesses customer base
Creation of a City Centre BID brand identity
Year 1 as soon as BID is voted through (Spring 2015)
A clear identity
BID identity as the brand for City Centre business area, differentiating the BID and demonstrating business commitment to City Centre for customers. Clear promotional identity for BID contributors
5k
Apply for funding through key national agencies to support marketing activity
Annually from Year 1 in line with funding windows of national agencies
Maximise the levy
Additional leverage and funding for City Centre promotion
nil
As above
As above
As above
Additional funding through BID levy commitment. Greater value from BID contribution
nil
3 seasonal marketing campaigns to maximise footfall out with key trading periods
October – Christmas 2015 (Year 1) Feb/March 2016 (Year 2) October 2016 (Year 2)
Plan the activity, Respond to other destinations marketing activity
Extend the appeal of the 50k City Centre at historic quieter periods within the annual calendar, increasing business viability
Introduce a ‘charity shop’ trail within the City Centre
Autumn campaign (Year 1 2015)
Do something different to competition, to move people about
Increased footfall in City Centre streets
Implement digital promotion activity through apps/web/cloud/wifi
Autumn - Christmas (Year 1)
Align businesses with the digital technology used by customers
Increased exposure and 30k engagement with potential customers that utilise mobiles/laptops/tablets etc.
Development of a City Centre e-presence on all key platforms
Year 2 2016
Work with partners for the benefit of the City Centre
Specific exposure of the City Centre business offer to tourists and visitors
Extend, expand and promote Wi-Fi within the City Centre where possible
Years 2 – 3
Align businesses with the digital technology used by customers
People stay longer and opportunity for customer loyalty schemes
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Stirling City Centre BID Business Plan Summary 2015-2020
Benefit to Business
First year budget allocation (125 k total) 5k
5k
Develop existing events/ festivals to maximise business opportunities
Years 2 – 3
Expand what we do
Increase the financial benefit to businesses from planned events
Develop events that focus on City Centre key sectors of retail and food and drink
Summer 2015 (Year 1) to tie in with Scotland Year of Food and Drink
Do more
Commercial benefit from cross sector events. Drive footfall through involvement in events
Collaborate with culture and arts bodies to develop City Centre specific events
Years 2 – 3
Work Together
Improve business involvement with other sectors and expand business customer base, by inclusion in ‘an extended City Centre offer’
Introduce a planned programme of street entertainment throughout key City Centre streets
Year 1 and on-going
Get animated
Wider benefits to City Centre businesses by undertaking activity out with Port Street pedestrian area
Theme 3: Safe and Secure
20k
10k
(£125K over 5 years) First Year Budget Allocation – 25k
Activity
Timing
Why This?
Benefit to Business
Co-ordinate ‘Stirling City Centre Partners Against Crime’ partnership and extend participation
From Year 1 and on-going each year
Make things happen
Direct involvement in business crime reduction projects with key partners. Including national body, Retailers Against Crime. Specific focus on minimising business crime opportunities
Represent City Centre businesses within community safety partnership group
As above
Be a loud voice
Direct and dedicated Nil representation of City Centre business interests regarding City Centre crime and ASB
Undertake business crime prevention training with businesses and employees
Year 2
Protect what we have
Safer environment, improved staff skills, reduced stock loss, improved intelligence network
Provide grant support to businesses to reduce access to City Centre ‘bolt holes’ linked to business properties
Year 3
Improve our operating environment
Reduce opportunities for Anti-Social Behaviour adjacent to business premises
10k
Pursue evening economy ‘Purple flag’ status
Year 1 and on-going
The evening and night time economy is a key economic driver and employer
Improved image as a safer City Centre for customers, staff, visitors and businesses. (Purple Flag destinations show average 10% increase in footfall)
5k
Co-ordinate the Stirling Pub-watch group under the chairmanship of the private sector
On-going
Work together to reduce night time issues
Improved communication between bars to reduce potential incidents and flashpoints that impact on customers and business
Nil
10k
Stirling City Centre BID Business Plan Summary 2015-2020
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Theme 4: Business Support
(£100K over 5 years) Cost Allocation First Year 30k
Activity
Timing
Why This?
Benefit to Business
Work with City Centre businesses to drive down business operating costs by brokering services on behalf of BID businesses i.e. Utility bills, waste collection, recycling, A-boards, banners, street furniture
Year 1 – research and trial solutions. Years 2-5 set up of intranet BID procurement system
Reduce City Centre operating costs
Direct cost benefit to 2k participating BID businesses as evidenced by other BID areas. Improve business environmental impact. Increased standard and level of recycling by business. Reduce waste in line with legislation. Improved presentation of City Centre operating environment
Promote the City Centre with partners, to investors and diversify the city offer where possible
Year 1 – Identify investors years 2-5 Target specific sectors with campaigns
Attract new business sectors to the City Centre
Increased strength and depth of City Centre offer increases dwell time by customers
3k
Provide quarterly City Centre economic and event reports to businesses. Including footfall data
Years 1 – 5 continuous
Tell us what is happening
Provision of insight, information and statistics to inform future business planning
Nil
Implement a ‘small business improvement grant scheme’
Year 2
Support current businesses
Improved business presentation and leverage of planned business investment funding
Explore options for promotional activity regarding City Centre parking to compete with ‘out of town’ free parking
Christmas Year 1
Car parking is an issue
Increased dwell time in 5k City Centre. Ease access to City Centre businesses, particularly for ‘click and collect, pre-order, bulky goods
Improve the visibility and representation of City Centre businesses within pedestrian signage
Year 2
Nobody can see us
Increase visibility of businesses in streets and highlight range and depth of City Centre services for customers
Explore the feasibility of a staff parking permit discount with private car park operators
Year 2
Businesses take up spaces
Cost saving to staff and key car parking areas maximised for City Centre customers
Strong and co-ordinated voice to represent the business community, to influence policy decisions at a local and national level, that impact on the City Centre area
Years 1 – 5 continuous
Nobody listens
Businesses represented by Nil one voice on city matters in local and national forums developing City Centre plans and actions
Pursue additional financial support through sponsorship and voluntary contribution to the BID levy
Years 1 – 5 continuous
The BID needs to be seen to maximise opportunities
Further funding secured to deliver additional and enhanced BID projects, and provide greater value for BID levy payers
Nil
We need to develop staff for the business
Assistance for businesses to grow through access to staff training and flexible help when required
12k
Set up a small business Year 1 and continuous training fund to assist business growth through training for staff, ability to employ interns and apprentices 10
Stirling City Centre BID Business Plan Summary 2015-2020
8k
The Ballot Process
This will be a formal and confidential postal ballot as laid down in Scottish BID regulations and carried out by Stirling Council on behalf of the BID.
Historic Scotland supports, in principle, the BID model and believes that Stirling BID offers a great opportunity for businesses to work together to make the most of the large number of people who come to the town. Improved transport links, a regenerated City Centre and an enhanced route to/from the Castle will make Stirling an even more attractive place to visit, for both locals and tourists alike.”
Ballot papers will be distributed to all eligible voters on or before 16 January 2015.
Commercial Director, Stirling Castle
From 16th January 2015 until 27th February 2015 each eligible person will be asked to cast their votes for a Stirling City Centre BID.
Where an eligible voter has more than one eligible property or is liable for the business rates under the levy rules for more than one property within the BID area they will be able to cast a vote for each property. The levy will apply to each eligible individual property, therefore the ballot papers for each property must be returned. Where a property is vacant on 16 January 2015, the ballot paper will be sent to the owner of the property (as the person liable to pay the non-domestic rate) and entitled to vote. Stirling City Centre BID will go ahead if the following 4 legislative criteria are met:
1 2 3
Stirling Council Finance and Economy Committee Convenor
Of the votes received a majority are in favour of the BID proposals.
25%
of the rateable value of the total rateable value of the properties whose
non-domestic rates payers could have voted.
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That the rateable value of those that chose to vote represents a
‘yes’
One of the Council’s key priorities is to streamline business support under the leadership of the business community. Our decision to fund a Stirling City Centre BID, if local businesses get behind the scheme, clearly illustrates our commitment to, and confidence in, the High Street and this is further demonstrated by the existing premises there.” Councillor Neil Benny,
A 25% minimum turnout (by headcount) is achieved by postal ballot.
Those that choose to vote represent
Liz Grant,
majority of those that chose to vote.
Even in the face of severe economic circumstances there has been no decline in the level of interest shown in the development of BIDs from across the business sectors, or by national organisations. There is a widespread understanding that positive action is required if change and improvement is to be delivered locally.” The National Report on BIDs in Scotland, March 2013 Stirling City Centre BID Business Plan Summary 2015-2020
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Photo courtesy of the National Trust for Scotland
For any enquiries about the BID please contact the BID co-ordinator, Anne Rendall Stirling BID, John Player Building, Stirling Enterprise Park, Stirling FK7 7RP T: 01786 468355 E: anne@StirlingCityCentreBID.co.uk 12
www.stirlingcitycentrebid.co.uk
Stirling City Centre BID Business Plan Summary 2015-2020