Business Plan
27 April 2015 – 24 April 2020
Our Businesses, Our Future, Together
Contents Executive Summary 3 Chairman’s Welcome 3 Photo courtesy of the National Trust for Scotland
What is a BID? 4 Why do we need a BID in Stirling City Centre? 4 6 Reasons to support a BID in Stirling City Centre 5 Objectives of Stirling City Centre BID 5 BID Area and Map 6 Research 8 Summary of recent visitor research 8 Business research findings 10 What is in it for me? 11 Difference/Success 11 BID Levy Income 12 BID Budget – 5 Year Income and Expenditure 12 Are the things in the business plan not paid for through business rates? 13 BID Action Plans 14 BID Investment Levy 18 Rules and Collection 18 Legal Agreement 18 The Ballot Process 19 Governance 20 The BID Company 20 Minimising Risk 20 BID Management and Operation 20 Measuring Performance 21 Communicating with BID Members 21 BID Development Group 22
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 Director The Thistles
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 Stirling Area Commander, Police Scotland
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Stirling City Centre BID Business Plan 2015-2020
Executive Summary This Business Improvement District (BID) business plan for Stirling City Centre provides all of the information required for eligible voters to decide through a confidential postal ballot if they want to establish a BID in the 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 approved through ballot. The business plan also sets out the investment levy costs to qualifying business properties 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. The voting period for the BID business plan commences on 16th January, and the final day for voting is Friday 27th February with the ballot closing at 5.00pm. The results of the ballot, as laid down in legislation, will be announced no more than 7 days following the closing ballot date.
Chairman’s Welcome I am delighted to introduce this BID business plan 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 a BID model. 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 this mechanism, 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 businesses are working together to the benefit of all and staying ahead of the competitive pack. I hope you will support this business plan proposal, put together by the Development Group, all of whom have invested their time voluntarily as they believe it is time to make a difference in City Centre of Stirling. Andrew Mitchell Stirling City Centre BID Development Group Chair Owner Fresh ‘n’ Clean Laundry
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 2015-2020
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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. BIDs are normally developed in Scotland with financial support from the public sector. This has been the case in Stirling with support from the Scottish Government and Stirling Council. This is because it is recognised that businesses do not have the resource (particularly time and money) to develop a BID proposal. With those eligible to vote, voting in favour of the BID, it will be managed and paid for by means of a compulsory levy on all eligible properties within the defined BID area. Each eligible person liable to contribute to the BID will be able to vote on whether or not the BID should go ahead. This will happen from January 16th to February 27th 2015, by postal ballot.
Overall, BIDs have made a substantial contribution to the towns, cities and other communities where they operate… Scottish BIDs have; • Secured cost savings which, for some businesses, have been greater than their BID levy • Secured additional leveraged investment over their five year terms, to support projects, generating on average an additional £0.45 for every £1 of BID levy raised. A number of BIDs have achieved higher direct additional funding of £0.59 for every £1 of levy Extract: Page 16, The National Report on BIDs in Scotland, March 2013
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. However, 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 and consumers generally, to go elsewhere. 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. By supporting and voting for a City Centre BID, businesses can collectively invest in projects that they
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Stirling StirlingCity CityCentre CentreBID BIDBusiness BusinessPlan Plan2015-2020 2015-2020
see as important. They can lobby for the improvements that they see as priorities or that others are not responsible for, through a single vehicle, with a specific focus on the future vibrancy of the City Centre. The BID model is growing in strength across the globe, and in Scotland. There are 28 operating BIDs in Scotland, including Aberdeen, Alloa (2), Bathgate, Dunfermline, Dunoon, Edinburgh (3), Elgin, Falkirk, Kirkcaldy, Linlithgow (2), Milngavie and Troon. There are a range of others in the pipeline in towns and cities across Scotland. Businesses choosing to work together locally and invest in their town or City Centre to protect what they have and build their future. Perhaps the question should be - “Can Stirling City Centre afford not to have a BID?”
6 Reasons to support a BID in Stirling City Centre Set up by business for the benefit of business Funded by business through a ring-fenced fund for investment in local projects and services for the BID area. Additional income can also be sought through grants etc. Collective investment to drive cost savings for individual businesses within the BID area All projects are additional to statutory public services Decisions are governed and managed by a local business-led board A real and recognised business voice is created to influence change in the City Centre
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.
In most cases BIDs deliver, locally, and they have a good track record of renewal balloting and extension, suggesting that even at a time of real concern over rates, businesses find the model holds considerable attraction being locally responsible, delivering additionality and local responsibility......As the national review of Town Centres points out, we have to find new ways to deliver good places, and the BIDs model is one of those that will be significant in the future.” Prof. Leigh Sparks Scotland’s Towns Partnership Chair, January 2014.
The centre of Stirling needs regeneration through like-minded people working together. Independent businesses need to join in these efforts to make Stirling City Centre a destination shopping area with something special to offer.” Patricia Jackson Connie’s Closet, Stirling Arcade
Stirling City Centre BID Business Plan 2015-2020
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BID Area and Map The following streets were agreed by the BID Development Group to be included in the Stirling City Centre BID. It was felt that the boundary was an intuitive City Centre boundary that would be recognised, containing the mainly commercial streets within the City Centre; excluded streets with high residential dominance and provided a sensible link to the key elements of the City Centre i.e. Top of The Town, retail, leisure and business services and The Thistles Shopping Centre. There are circa 500 properties located in the BID area that will be entitled to vote in the BID postal ballot.
500 properties
entitled to vote From the 2011 Census of Population From the census, the population of the Stirling city area is given as 40,920 and around 17,000 households. 3,618 people aged 16 - 74 live in the area defined as Stirling City Centre, which equates to a very similar area to the defined BID area. 78% live in flats. 2274 are economically active, with, of that figure, 36% employed, 22% students and 5% unemployed.
Town centres are a key element of the economic, social and environmental fabric of Scotland’s towns; often at the core of community and economic life, offering spaces in which to live, meet and interact, do business, and access facilities and services. We must take collective responsibility to help town centres thrive sustainably, reinvent their function, and meet the needs of residents, businesses, and visitors for the 21st century�. Scottish Government, June 2014
Stirling city area
40,920 population
17,000 households 5% unemployed
Stirling City Centre
36% employed
4,066 residents
78%
in flats 6
Stirling City Centre BID Business Plan 2015-2020
3,618 37% retired, non-employed students etc.
22% students
Streets covered by the City Centre BID Area Albert Place (part) Dumbarton Road (part) Princes Street (part) Allan Park Friars Street Queen Street (part) Back Walk (part) Goosecroft Road (part) St Johns Street Baker Street Jail Wynd Spittal Street Barnton Street King Street Station Road Bow Street Mar Place Stirling Arcade Broad Street Maxwell Place Stirling Castle Castle Wynd Murray Place The Thistles Corn Exchnage Road Pitt Terrace Upper Craigs Dalgliesh Court Port Street Viewfield Place Viewfield Street
Stirling City Centre BID Business Plan 2015-2020
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Photo courtesy of the National Trust for Scotland
Research Summary of RECENT visitor research (November 2014) The Development Group took into consideration the findings of visitor research that is undertaken by Lynn Jones Research, commissioned by Stirling Council on an annual basis, which includes visitor research relevant to the City Centre BID area. This has just been updated as we go to print, so findings are the most current available. General comments, important for the BID to consider were: • Since the addition of the Premier Inn and Collessio, Stirling now has over 2000 rooms providing a range of accommodation. • In line with research in other areas, the proportion of the visitor market aged 55+ increased from 22% to 26%. Those under 35 decreased from 35% to 32%. • Information research carried out by visitors before they arrive shows that 57% used at least one information source. • Free brochures/guides were the most frequently used resource during their visit to Stirling. 1 in 10 used a Smartphone app while here. • 20% of visitors were here as part of an organised trip. This is the highest proportion since this research began in 2010 and would seem to indicate that Stirling is becoming a more popular destination for tour operators. • Stirling Castle continues to be the main feature attracting visitors to the City. Even those who did not visit it stated that they visited the city because of this iconic site. • A very low proportion of visitors used the Park & Ride (4% this year) but satisfaction ratings have increased slightly since last year. • Almost 6 in 10 visitors who arrived by car (58%) reported using public parking in the City. Ratings of availability of parking space decreased on the previous years. Ratings of cost of parking are still very low but higher than last year’s average.
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Stirling City Centre BID Business Plan 2015-2020
• The second most frequently mentioned activity after Stirling Castle visit was walking around the city (49%). This, however, is a decrease on the previous years findings and continues the downward trajectory seen since research began. • Similarly, the proportion of visitors who shopped in Stirling also dropped from 37% in 2013/14 to 35%. • The proportion of visitors who went to pubs / bars or restaurants, decreased from 34% to 30%. • There was, however, another slight increase in the proportion of tourists who visited exhibitions (from 13% to 14%). These combined findings demonstrate that Stirling is further establishing itself as a destination with high quality cultural attractions. Visits to these attractions are on the increase which might however be at the expense of Stirling’s restaurateurs and retailers.
Additional attractions, activities or services Visitors were asked whether there are any types of attraction, activities or services that would enhance what Stirling has to offer visitors. The top five were as follows: 2013
2014
Free Wi-Fi hotspots throughout the city
52%
54%
A city-wide pass offering discounted entry for attractions and transport
50%
50%
Guided walking tours
36%
33%
A smart phone city guide app
33%
28%
Longer opening hours for attractions shops and restaurants
22%
23%
20% of visitors were here as part of an organised trip
I loved the whole city so much! Small compact and very friendly with awesome views, buildings, history, everything!”
Signage to the city and the attractions within is poor for tourists who are not familiar with the area.”
Safe and very clean city! We had no fears for ourselves.”
Lower the price of parking in the city – it’s too expensive.”
We loved that we could walk to everything and there was so much to see along the way. The staff at the cafe we attended were wonderful and the food was great.”
Offer free wifi with an encouragement to share on social media where I am or what I am doing as a token of appreciation for ability to use wifi free in that establishment.”
The centre of the town seems quite run down, which was a shame.”
Stirling City Centre BID Business Plan 2015-2020
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Business Research Findings Business consultation and involvement 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 present 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 given below. Over 130 independent City Centre businesses 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 completed surveys.
Issues ranked first or second in order of importance to business success in Stirling: 1. 73% Increased footfall into Stirling City Centre 2. 38% Cheaper or easier car parking close to the City Centre 3. 34% Variety of reasons to visit the City Centre 4. 32% A City Centre which is clean and provides a healthy environment for your staff and customers
We asked a number of questions through the survey to establish: Factors for business
1
success in the City Centre
What would attract 2 additional footfall to the City Centre The top 5 issues a 3 BID should address in the City Centre
Top 5 issues for businesses that a Stirling City Centre BID should address, (felt to be very important or quite important), were: 1. 93% Influencing and lobbying for change and City Centre prioritisation; a collective and campaigning business voice
2. 90% Environmental issues - cleanliness of the streets and improved trade waste collection
Top 5 activities businesses felt would be important to attract more people to Stirling City Centre:
3. 87% Increased events, marketing and
1. 82.5% City Centre events and festivals
4. 87% A more attractive City Centre
2. 61.7% City Centre dressing (hanging baskets, banners etc) 3. 57.5% Better signage into and within the City Centre 4. 56.6% Window dressing of empty shop fronts 5. 46.6% Stirling App available for Smartphones 10
Stirling City Centre BID Business Plan 2015-2020
promotion of the City Centre to boost footfall environment overall for visitors (shop front improvement schemes etc.)
5. 85% Accessibility, easy access to the City Centre e.g. improved signage/ shuttle buses/ addressing parking issues
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 2015-2020
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BID Levy Income 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. 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.
Eligible Property Rateable Value
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 BID industry standard) Stirling Council contribution Total
2015/16 2016/17 2017/18 2018/19 2019/20 TOTAL 301
Looking Good
301
301
301
30 331
BID EXPENDITURE
301
1505 30
301
301
301
301
1535
2015/16 2016/17 2017/18 2018/19 2019/20 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 (BIDS Scotland guide)
77
57
57
57
57
305
Contingency at 5% of income (BID industry standard)
15
15
15
15
15
75
331
301
301
301
301
1535
Events, Marketing and Promotion
TOTAL
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Stirling City Centre BID Business Plan 2015-2020
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 and summarised below. 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. Note: Statutory services are those services that are ‘required’ to be provided. Discretionary services are by definition not statutorily required.
Environment The following services are provided by Stirling Council
Servicing litter bins Street sweeping (manual) Street sweeping (mechanical) Road channel sweeping Pressure Washing & Chewing gum removal Fixed penalty notices/litter/fly-tipping/dog fouling Graffiti removal and fly-posting Soft landscaping and maintenance e.g. planting
Waste The following services are provided by Stirling Council
Roads, pavements and traffic The following services are provided by Stirling Council
Road, footway and street furniture maintenance Street lighting Winter service e.g. Snow, ice Parking (on street and council car parks) Park & Ride Road network management, maintenance and road safety (excluding trunk roads)
General services The following services are provided by Stirling Council
Residential waste collection Commercial waste and recycling Statutory (to make arrangements for) Discretionary (to undertake) Resident recycling points and resident recycling collection
Safety
Other
The following services are provided by Stirling Council Community wardens Public space CCTV Anti Social Behaviour Strategy
Environmental health Trading standards Licensing Building standards Economic development
Business support - Provided by STEP Destination management, promotion and development of the Stirling tourism offer - Provided by Destination Stirling Policing Services - Provided by Police Scotland Key attraction management, Stirling Castle - Provided by Historic Scotland (Statutory through Scottish Ministers)
Stirling City Centre BID Business Plan 2015-2020
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Photo courtesy of Central Design Agency
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 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 Year 1 – benchmarking Maintenance Group with and resolving initial issues Stirling Council Years 2-5 annual action plan and monitoring of year’s work
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
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
Get some colour into the streets
Undertake City Centre street audits to inform and direct resources and actions
Year 1 – benchmarking Years 2-5 annual audit
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
Year 1 – introduction of elements of business specific signage that are commensurate with the area. Support street café culture standards and removing building foliage Year 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
Work with landlords and agents to improve the appearance and marketing of vacant property 14
Stirling City Centre BID Business Plan 2015-2020
Reduce the visual impact of vacant property
Improves the aesthetics of the trading environment and contributes to civic pride within the City Centre To ensure standards are being kept and to measure improvement in the trading environment
First year budget allocation (43k total) 3k
2k
12k
5k
Ensures BID business 11k 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 10k untidy vacant units and consequently the visual perception of the streets are improved
Theme 2: Events, Marketing and Promotion
(£605K over 5 years)
Benefit to Business
First year budget allocation (125 k total)
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 Specific exposure of the for the benefit of City Centre business offer the City Centre 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
5k
5k
People stay longer and opportunity for customer loyalty schemes
Stirling City Centre BID Business Plan 2015-2020
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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 up to 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
16
Stirling City Centre BID Business Plan 2015-2020
10k
Theme 4: Business Support
(£100K over 5 years)
Why This?
Benefit to Business
Cost Allocation First Year 30k
Activity
Timing
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 Reduce City trial solutions. Years 2-5 Centre operating set up of intranet BID costs procurement system
Direct cost benefit to 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
2k
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 Years 1-5 continuous economic and event reports to businesses. Including footfall data
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 City Centre. Ease access to City Centre businesses, particularly for ‘click and collect, pre-order, bulky goods
5k
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
8k
Explore the feasibility of a staff Year 2 parking permit discount with private car park operators
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
Nil Businesses represented by 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
Nil Further funding secured to deliver additional and enhanced BID projects, and provide greater value for BID levy payers
Set up a small business training fund to assist business growth through training for staff, ability to employ interns and apprentices
Year 1 and continuous
We need to develop staff for the business
Assistance for businesses to grow through access to staff training and flexible help when required
12k
Stirling City Centre BID Business Plan 2015-2020
17
BID Investment Levy Rules and Collection The BID process is strictly governed by Scottish Government Legislation and Regulation. Consequently, if a majority vote is achieved the levy becomes payable by all eligible occupiers (the eligible person liable to pay the non domestic rates), with the exception of vacant properties where the property owner (as the person liable to pay the non-domestic rate) will be liable for the levy payment. The following levy rules have been agreed by the BID Development Group. • The investment levy for each eligible property will be calculated by rateable value, utilising a banding system based on the rateable value of each property on the ballot day. • The term of the BID will be five years from the operational date of the BID (27th April 2015). • The BID investment levy will be applied to all qualifying non domestic rateable properties with a rateable value of £1000 or above. • All new commercial development (including the splitting or merger of properties or new business property entering the rating valuation list, within the BID area after the commencement of the BID will be levied at the appropriate rateable value band. • When a qualifying property is vacant, the property owner (as the person liable to pay the non-domestic rate) will be liable for the levy. • The investment levy will be collected by Stirling Council under the terms agreed with the BID. • All BID invoices will clearly state that it is specifically for ‘Stirling City Centre Improvement District Investment Levy’. • The investment levy can be paid in a single payment or by Direct Debit in 4 instalments, with the first payment due on 30th April 2015. • Ad-spaces, ATMs, Storage Units, Car parks, Garages, Non-Retail Charities, Places of Worship, Primary Schools, Self catering accommodation, and voluntary organisations will be excluded from the levy. • Retail charities will not be excluded from the levy as they are retail outlets. • The BID investment levy will be fixed for five years from ballot day. • There will be no alteration in the BID levy amount as a result of the anticipated revaluation of nondomestic rateable values in 2017. • In the event of any non-payment of the BID levy, it will be strongly pursued by Stirling Council (as the billing body) to ensure complete fairness to all businesses that have paid.
Legal Agreement In addition to the Baseline Services agreement there will be an Operating Agreement between the BID and Stirling Council that will define the contractual arrangements between the two organisations, including the process, procedures and enforcement of levy collection, undertaken by Stirling Council on behalf of the BID company. This procedure demonstrates safe and transparent processes for BID investment levy revenues (This is the ring fenced funding that is passed to the BID company to deliver the business plan and operate the BID).
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Stirling City Centre BID Business Plan 2015-2020
The Ballot Process 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 City. 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.”
From 16th January 2015 until 27th February 2015 each eligible person will be asked to cast their votes for the Stirling City Centre BID.
Liz Grant Commercial Director, Stirling Castle
• Where a business property is vacant the voting papers will be sent to the property owner.
One of the Council’s key priorities is to streamline business support under the leadership of the business community. Our decision to support 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 Stirling Council Finance and Economy Committee Convenor
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. • Ballot papers will be issued to every eligible person in the BID area 42 days before the final ballot date. • Ballot papers, together with a copy of the BID Business Plan will be posted to the eligible person responsible for casting a vote within their business. In the case of national companies the responsibility for voting may lie with head office. • The BID ballot is a confidential postal ballot conducted by Stirling Council on behalf of Stirling City Centre BID and in line with Scottish BID legislation.
• Voting papers will be distributed on Friday 16th January 2015. • The final date for all ballot papers to be returned is 5.00pm on Friday 27th February 2015. Papers received after this date and time will be deemed null and void. • Voting papers are easy to complete, simply place a cross on either “yes” or “no” to the question “are you in favour of a BID?” The ballot paper must then be signed by the person eligible to vote and returned in the pre-paid envelope. • For the ballot to be successful there must be a minimum of 25% “turn-out” (headcount) by number of eligible persons and by combined rateable value. • Of those that vote, over 50% by number and 50% by combined rateable value must vote in favour of the BID. • All eligible voters (i.e. those persons liable to pay non domestic rates) will have one vote or where a person is liable for nondomestic rates for more than one property, that individual shall be eligible to cast more than one vote. However, they will be required to pay the levy for each of the properties that they occupy. • The ballot papers will be counted and the results announced within one week i.e. Saturday 7th March 2015. • Following a successful ballot, the BID will commence on Monday 27th April 2015 and will run for a period of five years until Friday 24th April 2020.
Stirling City Centre BID Business Plan 2015-2020
19
Photo courtesy of Central Design Agency
Governance The BID Company
Minimising Risk
Following a successful ‘YES’ vote, the not for profit company, under development in anticipation of approval to establish the BID, will take over the BID that has been led so far by the BID Development Group. The BID company will be registered as a limited company with the responsibility of delivering the Stirling City Centre BID Business plan over the 5 year term of the BID. The board of directors will be representative of the range of business sectors within the City Centre. The board positions will be voluntary and unpaid in line with BID governance arrangements throughout Scotland.
The BID board will take all necessary steps to minimise risk (financial or otherwise). The board will adopt best practice in governance and operational procedures and be open and transparent in its operations. The company will undergo an independent evaluation, an Assessment and Accreditation Review (AAIR) at two and four years, developed for Scottish BID Companies. The AAIR is:
Places on the board are open to all levy payers who have a passion to deliver the BID business plan, and all levy payers will have an opportunity to nominate themselves or someone else as a Director of Stirling City Centre BID, in a wholly transparent BID board selection process. The Company will comprise a Chair, Vice-Chair, Financial Director and Company Secretary, with a minimum board membership of 12 and a maximum of 16 (in total including office bearers). The current Development Group will remain in place as an interim BID board until the formal board is created. The process of board recruitment will commence immediately following BID approval, and be established no more than three months following the BID ballot declaration. The BID board will have the authority to alter or amend projects to ensure the effective and efficient operation of the company, in response to economic circumstances and following consultation with the levy payers in line with good business practice without the need for an alteration ballot.
• A bespoke review which recognises and accords with Scottish legislation • Gives confidence to businesses and the Board of Directors that the practices of the BID Company are robust and accord with good practice • Supplies an audit trail to support any future evaluation of the BID Company
BID Management and Operation Due to the breadth and depth of BID activity and as levy payers will not have the capacity themselves to deliver the BID. It is the intention to recruit a BID management team to run the day to day operation of the BID, deliver the projects within the business plan and be the voice of the BID. The management team will report to the board of directors, and also be the BID company first point of contact for levy paying businesses.
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 BID, Stirling small independent businesses will have a voice too.” Josine Atsma Stirling Health Food Store
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Stirling City Centre BID Business Plan 2015-2020
Measuring Performance The BID company will monitor and measure the performance and impact of the BID through a number of quantifiable and measurable Key Performance Indicators (KPIs). This process will not only measure success of the BID, but also provide information that will be key to decision making within the 5 year life of the BID. Subject
KPI
Source
Measure
Frequency
Vacancy rates
Reduction in vacancies
BID
% increase/decrease
Quarterly
Footfall
Increase
BID
% increase decrease on index
Monthly
Environment
LEAMs (Local Environmental Audit and Management System)
BID
% increase/ decrease in LEAM’s score
Annual
Events, Promotion and Marketing
Footfall over event period
BID
% increase/decrease
By event and campaign
Promotion
Media coverage
BID
positive column centimetres of By event and coverage, based on comparison campaign of cost of same advertising space
Safety
Police Scotland Crime Stats
BID via Police City Centre Crime and ASB Scotland against trend
Quarterly
Access
Car Parking and public transport utilisation
BID via SC/ The Thistles
% use of car parking % access by travel mode
Annual
Perceptions
Business and Public perception of safety Business perception of annual events Business perception of operating environment
BID
% increase/decrease against baseline +/- perception of BID members
Annual
BID
% increase/decrease against baseline
Annual
Employment
City Centre as an employment hub
BID
% increase/decrease against baseline
Annual
City Centre health check
Generic vibrancy, vitality and viability of City Centre
BID
% increase/decrease by theme against national KPIs model
Years, 1, 3 and 5
BID
Annual
Communicating with BID Members Communication in a clear and transparent manner will be a key element of BID activity and success. Clear and concise information is of value to businesses in improving knowledge of the City Centre, keeping businesses abreast with generic local/national City Centre issues and also providing information that can inform local reporting to Head Offices and individual business plans. Communication is also a key element of the BID governance, to ensure that BID levy payers know the activities being undertaken on their behalf by the BID company. Activity
Mechanism
Benefit to BID members
One to One contact
Access to BID management resource
Direct and informal contact with Stirling City Centre BID
Business Briefings
Regular issues/opportunity driven business meetings
Businesses kept up to date with City Centre related business matters. Increased knowledge to inform decisions by the City Centre business community
E-communications
Social media Facebook, Twitter etc.
Regular awareness of BID activity, exposure of City Centre to social media audience
Information, reports and research, intelligence on City Centre. Cross business communication
BID website and B2B forum Increased knowledge of City Centre to inform business decisions. Opportunity for individual businesses to communicate across the City Centre BID area and work with other local business providers
Providing written updates and Quarterly Newsletter intelligence for businesses without access to IT.
Ensures all businesses within the BID area are informed regardless of business size, and email address or on line presence
Informing businesses of BID progress and performance
Businesses aware of past progress and future plans. The opportunity to meet with BID company Board members and provide feedback
Annual Report Annual General Meeting
Stirling City Centre BID Business Plan 2015-2020
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BID Development Group The BID development phase required to create the BID plans and to make key decisions on the elements within this business plan, have been undertaken by a voluntary development group. They have given their time willingly and without payment or recompense to support, advise and make decisions on the development of the BID proposal.
Andrew Mitchell - Chair Andrew has 15 years Accountancy experience both within accountancy practice and industry. Andrew has companies on the ‘front line’ and within the Stirling BID defined area and is ambitious not just to see them grow but also the city where they are based. He is very much an advocate and champion of the BID process as it moves forward in Stirling.
Alan Rodgers - Crema Café Alan and his partner Helen have been running Crema Central Café in Murray Place in Stirling since December 2013. Prior to this he was involved in the manufacturing industry for nearly 30 years mostly in a senior management role. He spent 25 years working for Dolby Laboratories where they based their success on innovative and ‘outside the box’ thinking. He has experience leading teams of up to 60 people and has worked in England, Mexico and the USA.
Tony Wilkes - Vice Chair Tony has over 15 years of experience in the retail industry. He has managed shopping centres in many areas of England from the Birmingham suburbs to other major cities around the UK including Northfield and Swindon, both of which were also BID areas which he was highly involved in, and chaired, to new charters within the BID process and award schemes. Tony has been in Stirling as The Thistles Centre Director for a few months but he firmly believes Stirling can, once again, become a thriving centre and aspire to be the best BID in Scotland as part of that. David Black - Mercat Cross and City Centre Community Council David moved to Stirling in 1989 to work in the IT department at Scottish Amicable/Prudential. He now works at the University of Stirling. He chairs Mercat Cross and City Centre Community Council, having been a member since 1997, and is involved with a number of local voluntary organisations. He also chairs Stirling City Heritage Trust which aims to preserve and restore Stirling’s traditional built heritage, and is a director of Stirling District Tourism Ltd., which is responsible for the National Wallace Monument.
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Stirling City Centre BID Business Plan 2015-2020
I believe that Stirling has the ability to build on its tourism platform and with concentrated effort could be an attractive retail outlet for locals and tourists alike. I shall be lending my full weight to the Stirling BID as I believe that a concerted effort by the businesses of Stirling for the business of Stirling shall have far reaching benefits for all concerned.” Cameron McCann - Stirling Whisky Shop Cameron moved to the Stirling area in 2002. On returning to Scotland he opened Ealain Gallery in Drymen in 2008. He is the Director of Spirit of Stirling Whisky Festival which he started in 2012. In 2013 he and his partner opened Stirling’s whisky shop located within the Stirling Highland Hotel, and they also run the Stirling monthly Whisky Club. Tommy Fox - Kilted Kangaroo (licensed premises) Tommy is a Company Director at local bar and restaurant, The Kilted Kangaroo. He has over 10 years experience in the hospitality trade and a wealth of knowledge about the industry. Tommy was appointed Vice-Chair of the Stirling Local Licensing Forum in 2013 and has also chaired the Stirling City Centre Pubwatch Group since 2012.
Fiona Gavine - One Allan Park, Health and Wellbeing Clinic Fiona renovated and restored a listed Georgian townhouse in the heart of Stirling and transformed it into One Allan Park, a Wellbeing Clinic that focusses on improving people’s physical, mental and emotional health through a diverse range of treatments and therapies. Fiona has 25 years experience in Industry and Commerce; in Finance, Operational, Business and Strategy roles. She has worked in managerial roles within companies such as Astra Zeneca, Compaq Hewlett Packard and ICI.
Shona Snowie, and Patricia Jackson, co-owners, Connie’s Closet, Stirling Arcade The reason we are behind the Stirling BID is that we feel Stirling needs to be promoted by a group of like-minded people with the same end goal. That is to promote footfall and the popularity of Stirling as a destination for shopping, recreation and culture. Trend Clothing Ltd
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 to local businesses to join together to have a bigger and effective voice to make change happen.” Martin Connelly - After 8 Convenience Store Martin has two convenience stores in Stirling and another in Alloa. He was instrumental in helping to get the Alloa BID off the ground. Martin has seen the benefits of the Business Improvement District model at work as his Alloa business is within the Alloa BID boundary.
It seemed to us at Trend that this was something that could really draw the City Centre businesses together and could only be to the benefit of us all. As a team we want to be part of moulding Stirling’s future into what it truly deserves to be.” The BID Development Group have been supported in the development of the BID proposal by: Anne Rendall Project Manager Anne is the project manager of the Stirling BID. Anne is a consultant in marketing communications who has run her own successful business Vine Marketing Communications, from Dundee for the past 11 years. Andy Kennedy Treasurer Andy Kennedy has been City Centre Initiative Manager in Stirling since 1998. The main focus of his work has been to co-ordinate and support partnership projects focused on City Centre vibrancy, physical improvement, City Centre promotion and business development opportunities. Stirling City Centre BID Business Plan 2015-2020
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Our Businesses, Our Future, Together
YES to promote, improve and manage Stirling City Centre Key dates Ballot papers issued:
January 16 2015
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 24
www.stirlingcitycentrebid.co.uk
Stirling City Centre BID Business Plan 2015-2020
Design by The Write People, Stirling
Final return date for ballot papers: February 27 2015