Baker Street Quarter by PAUL VATER

AUTHENTIC / STYLISH / CONNECTED

CHAIRMAN’S FOREWORD

I am delighted to introduce our business proposal setting out our aims and objectives as we work towards becoming a Business Improvement District in the Spring of 2013. We aim to position Baker Street Quarter as a leading business district in a prime location in the West End, encouraging increased corporate interest and generating an enhanced retail and cultural offer. To achieve this we have brought together a highly experienced board of directors with a strong vision, creating a strategic approach to developing Baker Street and Portman Square as a dynamic location for business. There is a clear political shift towards localism and the delivery of the ‘Big Society’, encouraging more direct involvement from the private sector in both service provision and the shaping of neighbourhoods. Baker Street Quarter will ensure business interests are properly represented whilst complementing the vibrant mix of residences, retailers and cultural landmarks that make Marylebone unique.

Baker Street Quarter will provide a strong, collective business voice to lobby for the prioritisation of public services and ensure businesses have a more direct hand in the management and development of the urban realm. Over the next two years Baker Street Quarter will lead in the delivery of three strategic objectives: marketing and promotion, delivering high quality public realm and developing a premier business hub. Each of these will demonstrate to occupiers the effectiveness and added value in working together in a collaborative way.

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This new organisation will provide social, environmental and economic improvements for Baker Street and the surrounding area.

Together we will make it happen!

Simon Loomes

COVER Baker Street at night, taken outside 55 Baker Street

Clockwise from top left:

A view across Portman Square; Stephanie Allin bridal outlet on Chiltern Street; The main atrium and facade of 55 Baker Street; Taxi on Portman Square.

Simon Loomes Chairman, Baker Street Quarter. Strategic Projects Director, The Portman Estate 01

BAKER STREET QUARTER

BAKER STREET QUARTER 221b Baker Street is most notable as the home of the famous fictional detective â&#x20AC;&#x201C; Sherlock Holmes and now home to The Sherlock Holmes Museum, a landmark visitor attraction.

SETTING THE SCENE

Baker Street is becoming a business hub with a growing number of high profile companies moving into the area. These additions are complemented by an excellent mix of restaurants, independent boutiques and a number of green spaces. Added to this is a rich cultural heritage that gives this part of the city an authentic ‘London’ feel. Baker Street’s attraction to business and visitors alike is further strengthened by nearby Marylebone High Street with its high quality and stylish retail offer. Another important feature is its close proximity to central London’s most famous shopping destination – Oxford, Bond and Regent Street. Our objective is to develop a prime location for corporate business activity in the West End – an area of growth and opportunity. Already kick started with the refurbishment of the former Marks & Spencer headquarters at 55 Baker Street, this area is now the corporate location for companies such as Knight Frank, BDO Stoy Hayward and Oliver Wyman. The partnership wants to ensure the area realises its potential by meeting the needs

of business and commerce over the next five to ten years. Baker Street Quarter is well connected. There are 6 tube lines coming into the area as well as several rail links to be found closeby at Marylebone, Euston, Kings Cross St Pancras (Eurostar) and Paddington (Heathrow Express). This makes this part of London a desired location for companies with both national and international profiles. With a number of developments underway, or nearing completion, Baker Street Quarter is a new partnership spearheading a strategic and joined up approach to the area. This includes upgrading and improving the physical environment to meet the needs of commerce. The Portman Estate is already making substantial investment to Portman Square with streetscape improvements bringing significant benefit to the southern end of Baker Street. The Partnership will build upon these improvements to develop a high quality public realm to improve capacity and develop a safe and attractive destination.

Tim Robinson Partner and Head of West End Offices, Knight Frank

I feel very privileged to be Vice Chair of a board that consists of some of London’s most significant property companies and occupiers. I am confident that this group will make a real difference to Baker Street Quarter and its occupiers and before long transform it into one of London’s premier business districts.

BAKER STREET QUARTER

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Knight Frank office at 55 Baker Street; Barclays Cycle Scheme docks are located across the area; Interior staircase at Home House, 20 Portman Square; 22 Baker Street is the UK Headquarters of Fujitsu.

Andrew Richardson Managing Director, Home House

Helping shape the future of the area we do business in, was an opportunity we couldnâ&#x20AC;&#x2122;t miss . A collective vision well supported and funded can only benefit the area.

BAKER STREET QUARTER Madame Tussauds Waxworks was the first permanent exhibition site of Madame Tussauds which opened on Baker Street in 1835, moving around the corner to its present location on Marylebone Road in 1884.

SETTING THE SCENE

THIS PAGE 11 Baker Street, an Ahli United Bank development

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The Apple Boutique was T E EBeatles’ established at 94 Baker Street between 1967 and 1968. Another musical association was a little later during the 70s with the release of ‘Baker Street’, the 1978 hit song written and performed by Gerry Rafferty.

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AIMS AND OBJECTIVES

Baker Street Quarter has been established with the key objective of ensuring the area builds on its recent success and realises its full potential as a district with the right conditions to encourage profitable business activity.

Strategic Objectives

Baker Street Quarter is a notfor-profit company limited by guarantee with a Board comprised of business occupiers and landowners who are funding the initial work of the partnership. This work consists of a range of pilot projects in line with our Strategic Objectives and in the longer term the development of a Business Improvement District (BID) to ensure sustainable improvements and services for the area.

1. To represent and promote the area and its businesses through a range of marketing collateral and the development of a powerful collective voice for Baker Street Quarter businesses

OPPOSITE PAGE Map showing the Baker Street Quarter area and the adjoining BID area of New West End Company. From top right:

Galvin Bistrot de Luxe on Baker Street; Chiltern Street boutique; Best Western Mostyn Hotel frontage on Bryanston Street.

The Partnershipâ&#x20AC;&#x2122;s three strategic objectives have been defined following consultation with business occupiers, land owners, and other stakeholders in the area:

2. To develop a high quality public realm that produces a safe, convenient and attractive destination for clients, employees, residents and visitors alike 3. To position the proposed BID area as a premier business hub, with a range of services to support existing businesses and attract new ones

Paul Williams Director, Derwent London

Baker Street Quarter is an excellent collaboration aiming to position the area as a prime location for inward investment and a growing corporate sector; generating more wealth and interest that will provide a high quality experience for all who live, work or play in the area.

BAKER STREET QUARTER

BAKER STREET QUARTER 64 Baker Street became the headquarters of the ‘Baker Street Irregulars’ in October 1940 – the Special Operations Executive or SOE – tasked by Churchill with ‘setting Europe ablaze’ by carrying out espionage, sabotage and reconnaissance behind enemy lines during World War II.

THE PARTNERSHIP’S PILOT PROJECTS

1. Brand to promote the Partnership AND area We have developed a new brand and identity for the area, aiding better promotion and to strengthen market position. Event programme A range of scheduled events throughout the year showcasing the area to visitors, to encourage businesses to meet their neighbours through a planned series of markets and other networking events. London 2012 Olympic and Paralympic opportunities Ensuring the area benefits from the opportunity represented by the Olympics for example through the Look and Feel and City Dressing programmes and proximity to the Archery tournament at Lords Cricket Ground to the north of Baker Street. Free guided walks To promote the area and encourage those working in and visiting the area to explore its history on foot.

2. High Quality Public Realm and Improved Environment

David Lockyer Head of West End Office Asset Management, British Land

Introducing Legible London street signage to the area To assist with navigation and encourage more footfall traffic between the northern and southern ends of Baker Street, demonstrating the area’s close proximity to a number of the city’s most visited cultural and leisure opportunities.

British Land are delighted to be a key partner in the development of a BID for Baker Street Quarter, generating long term sustainable benefit and a high quality customer experience.

Public Realm Study Building on existing studies to create a strategy to improve the area’s public realm and address problems with heavy traffic, poor pedestrian environment, signage and noise and pollution. Improvements to the Marylebone Road pedestrian underpass To create a more pleasant entrance to the area and reduce pedestrian congestion on the main road crossing.

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OPPOSITE PAGE Clockwise from top left:

Paddington Street Gardens: Legible London signage like this example outside the Radisson will be extended across the area; the Barclays Cycle is a great way to make that business meeting; dining al fresco in Paddington Street.

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Daniel Galvin on George Street; The Beehive pub on Crawford Street; Conference facilities at Hyatt Regency London – The Churchill.

3. Premier Business Hub

A Retail Strategy Promoting a more vibrant retail mix that complements both Marylebone High Street and unique specialist shopping areas within the West End. ‘Green Club’ to support A businesses in becoming resource efficient To assist businesses in reducing the carbon footprint for businesses in the area and moderating operating costs, delivering cost benefits through joint procurement opportunities.

Michael J Gray General Manager, Hyatt Regency London The Churchill Hotel

We look forward to building a stronger alliance with local businesss and strategic partners, ensuring that the ‘Baker Street Quarter’ becomes a destination of choice for visitors to London, businesses and residents alike.

Pilot implementation of the ‘Facewatch’ system An automated crime reporting system linked into a local network developed to tackle low level incidents like shoplifting bag theft and other opportunistic crimes. The system would be installed in selected establishments providing an efficient exchange of information between venues and the police to assist detection and prevention of incidents and provide reassurance to victims.

Ambassadors To promote the area providing a welcome and practical information service for visitors, as well as a more monitored cared for environment through better on-street supervision.

PILOT PROJECTS

BAKER STREET QUARTER

BAKER STREET QUARTER The area is also home to The Wallace Collection on Manchester Square, one of Europe’s finest collections of old master paintings, furniture, fine porcelain and home to a world class armoury.

BID DEVELOPMENT

A Business Improvement District (BID) is a business-led and business funded body formed to improve a defined commercial area. A BID is statutorily formed having been voted for by the majority of businesses in the area to represent local interests. A BID would enable Baker Street Quarter to implement more comprehensive, larger-scale improvements and services for the area building on the initial pilot projects planned by the partnership. All of these would be directed by the businesses being served and represented by the BID. Another key advantage of Baker Street Quarter becoming a BID is that the BID structure provides strong business representation and a powerful collective voice for the area. There are five BIDs already operating in the City of Westminster: the New West End Company (NWEC), Heart of London Business Alliance, Bayswater BID, Paddington BID and Victoria BID. A BID is also being considered for the Edgware Road area to the west of Baker Street.

the partners • • • • • • • • • •

The Portman Estate Knight Frank LLP Hyatt Regency London The Churchill Hotel The British Land Company plc Loftus Family Property Great Portland Estates plc Home House Derwent London plc Westminster City Council Metropolitan Police Service

The partnership will develop close working relationships with key community organisations and public sector initiatives. Membership will continue to grow as new partners come on board to complement and contribute to the aims of the partnership’s business plan.

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Ruth Duston Executive DIrector, Baker Street Quarter

Baker Street Quarter is an exciting opportunity for business to work with the wider stakeholder community to develop a more joined-up approach to enhance the areas potential.

Clockwise from top left:

Hyatt Regency London – The Churchill; The Gloucester Room at Home House, 20 Portman Square; Marylebone Police Station, Seymour Street; The Laughing Cavalier by Franz Hals, The Wallace Collection.

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Richard Loftus Managing Director, Loftus Family Property

We believe that this initiative will ensure that the Baker Street area continues to develop as a prime West End location for offices, retail and residential.

BAKER STREET QUARTER London’s first curry house, Hindoostane Coffee House, was established in the area at 34 George Street in 1810.

the BID Timeline Autumn 2011 – A Perception Analysis – consulting the wider business community on what they would like the BID to do for the area and their businesses. .....................................................................................................................................................................

arly 2012 – A draft BID Proposal – including projects worked E up around the desires and concerns identified in the Perception Analysis.

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summer 2012 – Finalisation of the BID Proposal following further consultation with the businesses community. Laurie Low Estate Manager, Great Portland Estates plc

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Early 2013 – BID ballot – at which all eligible businesses vote on whether they want the proposal to go ahead. .....................................................................................................................................................................

April 2013 – BID commences operation. As a partnership formed of occupiers and owners alike the Baker Street Quarter will work to secure long term benefits for the area and create a Business Improvement District. In turn the BID will continue to further promote, improve and develop this distinct part of London.

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View across the internal atrium of 55 Baker Street.

Clockwise from top left:

Paddington Street Gardens; Chiltern Street is home to some of the longest established retailers in the area; The planned building at 10 Portman Square, developed by British Land; 11 Baker Street; and the offices of Publicis on Baker Street.

THE BID TIMELINE

THE PARTNERSHIP The Portman Estate

Great Portland Estates plc

Knight Frank LLP

Home House

Hyatt Regency London - The Churchill Hotel

Derwent London PLC

The British Land Company PLC

Westminster City Council

Loftus Family Property

Metropolitan Police Service

Anup Sarin General Manager, Best Western Mostyn Hotel

We were thrilled to be asked to become part of the Baker Street Quarter. Having recently completed an extensive refurbishment of our 121 bedroom, 4 star boutique style Hotel we are keen to place ourselves right at the the heart of this upcoming area.

Lo f t u s Fa m i ly Propert y

Branding, art direction and design by Sugarfree 020 7619 7430 • www.sugarfreedesign.co.uk • Photography by Richard Lewisohn • www.lewisohn.co.uk

Printed on Regency Satin, a carbon balanced paper.

CBP0008912009113804

40 Portman Square Londonâ&#x20AC;&#x201A; W1H 6LT T 020 3056 5910 E info@bakerstreetquarter.co.uk www.bakerstreetquarter.co.uk

A business-led partnership serving Baker Street and Marylebone

PORTMAN SQUARE CHILTERN STREET MANCHESTER SQUARE BLANDFORD STREET