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Essential Edinburgh Business Plan
Essential Edinburgh Business Plan
Vote YES
Over the last five years, we have worked hard to represent the businesses of Edinburghs city centre BID, providing a powerful voice for business, campaigning for change, delivering real improvements and overcoming challenges by acting together.
It is now time to vote in a renewal ballot to secure the city centre BID for another 5 years.
With your ongoing support, the heart of Scotlands capital city is now a cleaner, safer and more attractive place to do business. It offers a warm welcome for visitors and locals alike and we believe that theres a bright future ahead. A re-launch of the city centre is essential to return visitors and shoppers once trams are in operation and will be the largest promotional campaign the city has ever seen. Without the support, co-ordination and financial resources of the BID, this simply cannot happen.
03 Introduction 04 06 08 20 30 32 Chairmans Foreword We Are We Have We Will The BID Levy, Financials The Voting Process
We hope that this document will make the right decision clear.
Your YES vote will let us face the future together, with our commitment to a further five years of sustained improvement, dedicated support and promotion for the BID area.
28 Summary
34 Legislation
02 | Business Plan 2013 2018 | ESSENTIAL EDINBURGH ESSENTIAL EDINBURGH | Business Plan 2013 2018 | 03
Chairmans Foreword
During the past five years we have succeeded in delivering upon our first business plan. In response to wider challenges facing our members we have delivered two additional benefits not included in that initial plan: We have consulted widely and listened to your concerns and wishes, this Business Plan reflects the priorities you have defined for us. This is your plan and we will deliver it. The over-riding priority is to maximise the opportunity afforded by the completion of the construction phase of the tram line. We have worked very closely with partners to negotiate a fund to market the City Centre with the focus being to re-connect those who live in and around Edinburgh. Never before has such a fund been proposed in Edinburgh and it is dependent upon your YES vote. We will enhance the Clean Team service and use our ability to organise collective purchasing to deliver tangible benefits across a wider range of services. Our work with partners will continue to challenge ideas and assist in developing a coherent strategy for the City Centre. Our central role in establishing a collective way forward for George Street during the Festival will maximise opportunities for your business and is a clear example of how we can use our influence to your benefit. Next year will see the Commonwealth Games, The Ryder Cup and Homecoming 2014 celebrations in Scotland and we must ensure that we have plans in place for your business to benefit fully from these unique events. To achieve all this for you, we need you to vote YES in the April renewal ballot to ensure the continuation of Essential Edinburgh for a further 5 years. There is much to be done and we are champing at the bit to continue and build upon the start we have made. Denzil Skinner Chairman, Essential Edinburgh
There is a recognition by both Marketing Edinburgh and the Council, that the new tram represents an excellent opportunity to re-launch the city to visitors and shoppers. Together, these organisations with Essential Edinburgh will work toward creating a marketing fund of 1 million which will be invested in the city over two years. Central to this is the successful renewal ballot for Essential Edinburgh who will drive forward this campaign.
Greg Ward Head of Economic Development The City of Edinburgh Council
We have identified savings of over 250,000 for BID businesses by introducing collective purchasing of waste collection services. We have initiated a facelift of Rose Street, which has already had a positive impact on the area, a clear demonstration of how leveraged funds can produce results on the ground.
Your BID has gained accreditation from British BIDs (one of only 12 in the UK) and BIDs Scotland. This confirms our operating practices and procedures are of the highest standard.
Accreditation
WE ARE
Committed to delivering measurable improvements for all businesses in the BID area, helping our stakeholders both make and save money. Uniquely experienced with five years of working in partnership with our levy payers and partner agencies to deliver solutions for businesses in our city centre. Determined to be strong advocates for BID area businesses, demonstrating our collective strength in lobbying, marketing and in purchasing services at best possible value. Entirely focussed on Edinburgh City Centre. While business rates are apportioned across the country, your contribution to the BID area will only be spent in your city centre on your chosen projects.
* A full list of the streets in the BID area can be found on page 35.
06 | Business Plan 2013 2018 | ESSENTIAL EDINBURGH
BID area*
Promoted as a great place to work, visit, shop and enjoy. Clean and Attractive so that everyone experiences our city centre at its best. Safe and Secure both night and day, minimising crime and supporting business. Accessible to visitors of all ages and abilities who want to enjoy our city centre.
It is time to vote in a renewal ballot which can secure the support and expertise of Essential Edinburgh for the next five years. All the important details about how the ballot process works, how you can take part - and why its critical that you do are included at the back of this document.
ESSENTIAL EDINBURGH | Business Plan 2013 2018 | 07
WE HAVE
To gather more data on the flow of pedestrians around the BID and monitor the health of the city centre, we have installed new and additional footfall counters within the District, raising the number from 2 to 7. As trams move into operation in the near future, this new equipment will be used to track positive impacts on pedestrian movements in our city centre.
The event was good, very busy! There was definitely an increase in sales and footfall
Le Monde, Spa in the City
Events
From our outdoor cinema Under the Stars to the ever-popular Spa in the City, Essential Edinburgh events have driven footfall into the city centre and allowed businesses to showcase their products and services. Over 70% of Spa in the City attendees went on to eat, drink or shop in the BID area, using the exclusive offers booklet provided at the event. Your investment has enabled many other significant events designed to draw in visitors and raise the profile of businesses in the BID area. These events have included:
The Fringe Hub at the Assembly Rooms - bringing 5000 additional people a day to George Street during the August festival. The Christmas lights switch on event and Ice Rink. A range of Art Festival events within the BID area. The Jazz Festival Carnival along Rose Street. Big Dance 2012.
WE HAVE
Media Campaigns
With your significant collective investment, we have been able to market and promote the Edinburgh BID area and have a direct influence through wide-reaching campaigns including This is My Edinburgh and Edinburgh Sparkles. External evaluation showed that media coverage generated by Edinburgh Sparkles 2011 was worth well over twice the amount invested.* (Source: Marketing Edinburgh Evaluation 2011)
Festivals
With key sponsorship during the Fringe Festival, Essential Edinburgh has helped drive footfall from the worlds largest culture and arts festival into our city centre. Businesses within the BID area have had the opportunity to promote themselves at no additional cost in the Assembly Fringe Guide over the last two years. We have listened to our stakeholders and worked hard to draw festival footfall into the BID area and create additional Fringe destinations. In 2012 we maximised the impact of the Assembly Rooms re-opening by securing the additional draw of the SpiegelTerrace on George Street.
Constant Contact
We began our first term by providing information and advice to visitors and tourists onstreet through our team of Ambassadors. Over their two-year project, they were instrumental in setting up our hugely successful Check Out scheme. This project has evolved to meet the needs of BID businesses and now employs two full-time BID Liaison Officers, providing an essential link between Essential Edinburgh and our stakeholders. Meeting with levy-payers on a regular basis, they listen to businesses and provide us with vital feedback on important issues, help to shape our strategy and inform levy payers about how new projects can best be of benefit to their business.
WE HAVE
Made the BID area Clean and Attractive, improving the environment
Rose Street Poetry Planter Hanging basket, St Andrew Square
71% of visitors to Edinburgh believed the BID area was cleaner than the rest of the city.
Edinburgh Visitors Survey, 2012
Having gum cleaned from the front of our store has very much improved the approach to our business... the chaps doing the work did so in a very unobtrustive and pleasant manner...
Bill Barbour Whistles, George Street
Clean Team
A great success of the first term has been the impact of our Clean Team. They go beyond the baseline services provided by the City of Edinburgh Council to ensure our city centre is clean and attractive. In the last year, they removed gum from over 15,260 m2 of pavement an area greater than two full-sized football pitches! Keep Scotland Beautiful provide regular, independent audits of towns and cities across Scotland and their Cleanliness and Attractiveness rating for the Edinburgh BID area has risen 10% since the Clean Team started work. In addition there has been an 85% reduction in fly posting in the BID area as well as improved reporting on graffiti to speed its removal.
Flower Power
We have brought colour and decoration to George Street, Castle Street, Princes Street, Rose Street and St Andrew Square with hanging baskets and substantial planters.
We had one of our best stock loss results ever last year and made savings in excess of the levy fee. The Check Out initiative definitely contributed to this reduction in loss.
David King General Manager Romanes & Paterson Princes Street
Check Out
This unique project, launched jointly by Essential Edinburgh and Lothian and Borders Police has exceeded all expectations, involving over 150 retailers and using technology to reduce crime through real-time information sharing. Retail crime figures in the BID area show a reduction of over 30% coupled with an 80% solution rate - one of the best in the UK.
Check In
We have played an active role in tackling hotel crime in the capital, funding the website for this innovative partnership between hotels and the police. Check In is creating a safer environment for residents, staff and visitors; the customers and clients of businesses within the BID area.
Childsafe
Our Childsafe scheme aims to ensure the safety of children and vulnerable adults and has helped unite dozens of lost children with their parents.
Map initiatives help shoppers and visitors into and around the BID
As a Rose Street trader I have been very impressed with the work of Essential Edinburgh improved traffic management and signage has proved invaluable. We now have pedestrian status being enforced and this is all down to Essential Edinburgh.
Lin Cherrington Creative Cookware Rose Street
Parking
We have worked with the City of Edinburgh Council to deliver parking promotions at key trading times to encourage additional visits and spend. The Alive after Five project was designed to capitalise on the early evening shopping and leisure activities which are now very much a feature of customer shopping habits. Facilitating free parking to support later opening times helped our local businesses to compete with edge of town developments and increase their income. We provided maps for shoppers and visitors to the city centre which made it easy to identify parking areas both in and adjacent to the BID. Parking and access is the number one issue for most towns and cities across Scotland and will continue to be a priority project for Essential Edinburgh and our partners as we strive to improve access and parking provision.
Signage
We have worked in partnership with the City of Edinburgh Council to improve signage in the BID area, specifically in the use of seven vertical information signs along Rose Street; the only business directory signage in the city centre - improving identity and creating a sense of place for our businesses and their customers.
We feel the work of Essential Edinburgh has had a fantastic effect on the Rose St area. Footfall has increased and our business has seen increased trade as a result.
Filling Station, Rose Street for your BID - securing 300,000 of promotional support for the city centre and ensuring a cessation of works during the vital Christmas trading period in December 2011.
Rose Street
We commissioned the Princes Trust for the Built Environment to help shape the development of Rose Street in consultation with businesses and owners. The resulting Rose Street Action Plan is now being delivered, with planning in place for new entrance ways and attractive street animation projects. It includes unique poetry planters, new bollards, improved lighting, de-cluttering of street furniture and enforced pedestrianisation at key times. This work will improve the appearance and environment of Rose Street creating a sense of place and a distinct identity for the area.
Trams
Essential Edinburgh has taken a lead role in bringing together city centre businesses concerned about the impact of the tram works and associated traffic restrictions. Chairing the key Trams Group and representing the views of our businesses in consultations with the City of Edinburgh Council, we have been a collective voice
Essential Trends
Our City Centre Monitoring Project, in partnership with the City of Edinburgh Council, keeps track of the health and vitality of the city centre by monitoring key indicators like footfall, visitors and turnover. These valuable statistics help with business planning for those in the BID, providing a constant overview of the city centres performance.
WE WILL
We have been listening - in person, on the phone and through focus groups, meetings, our website and social media. We want to be sure that our objectives are matched to your priorities, delivering the best possible returns for everyone in the BID. We will utilise 5 million of investment to deliver your chosen projects and initiatives for the BID area and actively seek additional funding from local government and partner agencies. We will continue to represent your interests, voice your concerns and lobby for the changes you want to see. Were stronger together, whether influencing the right people, marketing your businesses or using our group buying power to save everyone money. Essential Edinburgh has the unique experience and the right relationships to deliver our shared vision for the city centre, all the while maintaining a safe, clean, attractive and accessible BID area.
We retailers need to make sure that following the tram works we re-launch the city centre; the best way that we can do that is to vote yes at the Essential Edinburgh renewal ballot. Essential Edinburgh will drive forward the relaunch and with their additional funding the campaign will have more impact.
Barry Blamire, MD, The John Lewis Partnership (Edinburgh)
There is a recognition by both Marketing Edinburgh and the Council, that the new tram represents an excellent opportunity to re-launch the city to visitors and shoppers. Together, these organisations with Essential Edinburgh will work toward creating a marketing fund of 1 million which will be invested in the city over two years. Central to this is the successful renewal ballot for Essential Edinburgh who will drive forward this campaign.
Greg Ward, Head of Economic Development The City of Edinburgh Council
Our landmark investment will be in a major re-launch of the city centre once the trams are operational - the largest promotional campaign in the citys history. We will commit our resources and full support to coordinate a programme that brings people into the BID area and keeps them coming back.
It is also nice to see the pavements in front of the building chewing gum free, thanks to the Clean Team for cleaning our basement stairs including sick and dog waste, also for steam cleaning the mould. Another great job done!
Andy Curran The Royal Society of Edinburgh
[the waste management scheme] is a great initiative for the city and reflects the work Essential Edinburgh is doing to support all businesses. Jenners and Frasers have an ongoing commitment to reduce waste in line with legislation, and this project gives us a great opportunity to continue to do so whilst reducing costs to our business.
Vhairi Matheson Jenners
Over the past five years Essential Edinburgh has been very supportive and invested heavily in promoting the city centre, proving themselves an integral part of moving Edinburgh forward. Their management of St Andrew Square, with activities such as Spa in the City, Under the Stars film screenings, Edinburgh Art Festival and Edinburgh International Science Festival, has demonstrated their success in partnering with local businesses to attract shoppers and visitors to the area. Essential Edinburgh has, very importantly, helped maintain footfall during the ongoing traffic diversions throughout the City.
Gordon Drummond Director, Harvey Nichols
(400,000 from BID funds, 600,000 from public funds) to Re-launch the City Centre once Trams are operational
r A programme of events designed to
Street festival hub and the associated benefits for your business
waste management
If the BID is not renewed, all activity stops in Spring 2013. In this current economic climate, it would be unrealistic to assume that this work will be taken on by others.
The Ballot
All eligible voters (i.e. those persons liable to pay non domestic rates) will have one vote or where a person is liable for non domestic rates for more than one business, 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 they occupy. If a person (owner) owns more than one property (which is vacant) and they are liable to pay the non-domestic rate, that person will be eligible to cast one vote, but the rateable value for each property will be combined. They will also have to pay the levy for each of the vacant properties they own. Where a business property is vacant the voting papers will be sent to the property owner.
ASSUMPTIONS
Only guaranteed income included. LEVY includes a 1% annual increase . For example an RV of 25,000 will have a levy of 250 in Year 1, Year 2 252.50, Year 3 255, Year 4 257.55 Year 5 260.12.
Essential Edinburgh strives to provide our city with a united voice by understanding local business needs and pursuing plans that will benefit the economy of our city centre. A Yes vote in the renewal ballot will ensure that all local businesses are continued to be heard and supported.
David Johnston Montpelier Group
Your ballot paper needs to be completed by placing a cross in either a YES or NO box, as a response to the question Are you in favour of the Business Improvement District? The ballot paper must then be signed by the person eligible to vote and returned in the prepaid envelope. The ballot will close on the Thursday 23rd May 2013 at 5pm. Ballot papers received after 5pm will be deemed null and void. For the ballot to be successful there must be a minimum turn-out of 25% of eligible voters (the headcount) both by number 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 for a postive result. The results of the ballot must be declared by the City of Edinburgh Council within 1 week of the count. It is the City of Edinburgh Councils intention to publicly announce the results on 27th May 2013.
Following a successful ballot the decision is binding on ALL eligible businesses within the defined BID area, regardless of how they voted. Since 2008, the Essential Edinburgh team have delivered the BID projects and services under the direction of the Essential Edinburgh Board of Directors. Following a successful Yes vote; Essential Edinburgh, a company limited by guarantee, will continue with the management and operation of the Edinburgh BID from 1st July 2013 and will run for a period of 5 years. All Directors will maintain their positions on the Board until the AGM where nominations for appointment as a director can be submitted for consideration by the Remuneration & Nominations Committee. Candidates will then be proposed to the full Board of Directors and appointed subject to a majority vote of the existing Board of Directors. The Board will ensure that individuals being invited to join the Board fulfil the normal good practice, fiduciary and governance criteria.
Full details on BID company governance, ballot procedures and relevant legal information are available via our website at: www.essentialedinburgh.co.uk or request in writing.
Alteration Statement
The BID Board of Directors will have the authority to adapt or alter the projects and services from year to year to reflect changes in economic circumstances - or any new opportunities that may arise. This will be in the best interests of the businesses and without recourse to an alteration ballot. The company reserves the right to work with representatives from other BIDs who can offer specialist expertise where appropriate. The Board of Directors reserves the right to consider creating a charitable arm of the company to enable it to secure additional funding that can only be sourced with charitable status. Essential Edinburgh will formally measure performance through the following Key Performance Indicators (KPIs): Footfall research LEAMS report CIMS report Customer satisfaction surveys Survey of BID levy payers Vacant property reports City Centre Revenue Visitor Survey Report Car park data Crime statistics The projects and services delivered by Essential Edinburgh will either be in addition to services already provided, enhance those existing services - or introduce a new level of service considered to be a priority by businesses. Statutory services, currently delivered by City of Edinburgh Council and Lothian and Borders Police, are known as Baseline Services*. A Baseline Services Agreement is in place and will identify precisely what the statutory authorities provide to the area in return for their business rates and ensure that the levy investment does not duplicate any services already provided. The level of progress made on these projects will be assessed during each year of the BID and reported back on a regular basis to levy payers through performance measures including: Monthly operations meetings Quarterly monitoring meetings to ensure compliance with Baseline Service Agreements Annual Review AGM Quarterly board meetings Newsletters Continual website updates Frequent e-bulletins
The independent assessment of Essential Edinburgh establishes that the BID is performing well against all areas of operation and activity with no major risks or issues identified. Essential Edinburgh is delivering good quality project activity and is well-placed to move forward into a second BID term.
( Summary report by Mhairi Donaghy, Associate Director, independent consultancy, EKOS)
*Example baseline services include: Lighting Maintenance Highways Car Parking Estate Management Public Transport Services Traffic Enforcement Trading Standards Public Conveniences Street Furniture Police For a full and detailed list of services provided in the BID area see www.essentialedinburgh.co.uk
Measuring Success
Throughout the lifetime of the BID, all work on projects identified in this Business Plan will be monitored to ensure that they achieve a high level of impact and that they are progressing to the satisfaction of the businesses in the BID. The Board of Directors will monitor and oversee the efficient delivery of the BID projects.
VOTE YES
11th April to 23rd May
The Team:
Andy Neal Chief Executive Carolyn Smith PA to Chief Executive (P/T) Shona Davidson Head of Corporate Services (P/T) Emily Johnston Marketing and Communications Coordinator Brian McAteer Event Coordinator Richard Darke Projects Coordinator Cassandra Ritchie BID Liaison Officer Grant Stewart BID Liaison Officer Grant Roberts Market and Events Assistant Gillian James Marketing Assistant (P/T)
Essential Edinburgh, 139 George Street, Edinburgh EH2 4JY t: 0131 220 8580 e: info@essentialedinburgh.co.uk w: www.essentialedinburgh.co.uk
Accreditation