Our Town Our Future BID Business Plan 2021-2026 - 5 years on
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Our Town
Our Future 5 years on
– our achievements
and our need for
Together we are stronger business support to
maintain investment
in the town
BID Business Plan 2021-2026
WatfordBID.co.uk
“ Watford town centre is
Contents
the heart of our town, providing
an outstanding destination for retail,
leisure, business and a place where our Our vision for Watford town centre & the BID team 4
community can come together to enjoy all Chair’s introduction 5
that it has to offer. Town centres do not thrive
without vision, drive and commitment. Watford BID The BID board 6
has played a vital role in providing our town centre What is a BID and how does it work? 8
businesses with a strong voice to make sure their
interests are heard and now, more than ever, this COVID-19: The impact on Watford 10
is critical to the town’s long-term success. 2016-2021: What has Watford BID achieved? 12
We are determined that Watford remains the
region’s premier town centre and look forward The BID in numbers 18
to working with the BID and all our
What our town will lose if you vote ‘NO’ 19
businesses to make this happen.”
Moving forward: planning the next five years 20
Peter Taylor
of Watford BID
Elected Mayor of Watford
“ Tackling crime How the BID has kept in touch & 21
and anti-social behaviour shaped its future plans
is certainly not a job we can
do alone and I am grateful for the 2021-2026: Planning for the future 22
continued support of our partners How will the BID measure success? 26
across Watford. We have enjoyed a
strong working relationship with Watford The BID budget 27
BID for some time, and they have been
The BID rules 28
instrumental in backing our youth
crime project which aims to divert The BID area 30
vulnerable teenagers away from
gang and knife crime.”
Watford Chief Inspector
Ian Grout
2 3
Our vision for Chair’s introduction
Watford town centre The most successful
It is vital we continue to invest in the future
of Watford.
We know and understand that for
many of you COVID-19 has devastated
places will be those with business and recovery will be a long
a commercial culture that and hard process; we have therefore
A town centre where everyone feels safe, confident and supports entrepreneurship,
It is incredible to think five years have passed since Watford
shaped and developed this Business
BID was established. The time has flown, and so much has
comfortable, and where businesses thrive and prosper. investment and innovation Plan with this in mind. The first two
happened. As we look back on what has been achieved in
years will focus on recovery, while
It will be competitive and dynamic, a place that is attractive to flourish. Watford, we need to ensure that we do not let the pandemic
years three, four and five will focus
overshadow our success. We need to take a balanced view of
to businesses and investors. on the growth and development
PWC – Good Growth for what we are facing now and go forward with optimism.
of Watford. As such, we have not
Cities 2019 increased the BID levy for the first
Since early March 2020, the country has had to deal with
two years of a new BID term. We
the impact of COVID-19; a national lockdown, recovery, local
are also better supporting our
spikes, a second national lockdown and a high degree of
local charities through a greatly
economic uncertainty. This has impacted on all aspects of
reduced levy rate.
business across the country, but especially on town centres.
We have seen that the towns which are dealing with the
The pandemic has changed
The Watford BID team
challenges most effectively are those where community
how our town will operate and
leaders and businesses work together. We are stronger
we need to be smart enough to
together, and in Watford we can proudly say, this is a town
recognise this and flexible enough
where people work together.
to adapt to the challenges and
Watford BID employs a small team of staff to deliver the business plan. We are based in an office on the High Street and are opportunities as they arise. I
Town centres are historically the social and economic
committed to improving Watford town centre. believe the BID is part of the new
hearts of our communities. How they are used and how they
emerging Watford and will play
operate has changed over the years – and will continue to
a fundamental role in shaping its
change. We need to ensure that Watford continues to offer
Maria Manion Jill Farnsworth future development. However, we
its residents, businesses and employees the services and
Chief Executive Head of Operations and Development can only achieve this with your
opportunities they need and want.
Maria is responsible for ensuring Jill is responsible for the delivery of our large continued support, so I would urge
the BID company delivers against its BID projects, communicating with levy payers all businesses to vote ‘YES’
Over the past five years we have seen over £200m invested
five-year business plan and the town’s and handling the contracts with outside in the forthcoming ballot.
in our town centre via intu, Watford Borough Council and the
interests are well represented. organisations. Without the BID the
BID, plus other public and private sector partners. Watford’s
town would be a very
townscape is the envy of many other towns: it has no graffiti,
different place.
Glen Hempenstall John Hattingh the streets are well maintained, the crime rate is very low
Marketing & Communications Manager Watford Business Against Crime Co-ordinator and rough sleeping, while present in the town, is very well
managed by all our statutory agencies.
Glen is responsible for the BID’s John is responsible for managing the business Vicki Costello
marketing and communications including crime reduction scheme. He works part time Chair, Watford BID
the websites, social media networks, PR and spends his time working with retailers and The BID has worked hard to improve our town centre. There
Director, Watford
and promotional campaigns and projects. the police. are the very visual enhancements such as the banners, floral
Shopping Centre
displays and the stunning Christmas lights, but what many
of you may not see is the amount of time that is spent behind
the scenes getting the town to where it is today, and some of
Sue Tappenden, a professional Company Secretary supports the company. The company accountant is HW Fisher. the battles that have been fought along the way.
4 5
The BID Daniel Berko (Vice Chair)
Daniel is a Director and Shareholder
at Aspect Property Group, a local
Kathryn Robson
Kathryn is the Executive Head of
Strategy and Communications at
Donna Nolan
Donna became the Managing
Director of Watford Borough Council
board
family-run property company Watford Borough Council in February 2020
“Working closely with Watford BID over the last five years “I’m a strong believer in the power of collaboration and I work
has really shown the value they have brought to Watford closely with partners to ensure an excellent quality of service for
Gary Foley town centre, working with so many organisations including the communities and residents of Watford, so that everyone can
Gary is the General Manager of the the council; continuing the BID will achieve even more. By reach their full potential. I also work with key stakeholders to
Vicki Costello (Chair) Everyone Active Watford Central listening and working with businesses, the BID has been able to ensure the delivery of our ambitious and sustainable regeneration
Vicki is the Centre Director of successfully promote what is important to them and give them plans for the borough. By profession, I am a solicitor and have
leisure centre
Watford Shopping Centre the opportunity to help shape the town centre’s future success. worked both within the public and private sectors.
The council is backing the BID’s second plan for Watford town
centre as it will benefit businesses and residents and visitors Less than one month into the role, I led the council’s response to
“I moved to Watford as General Manager in 2015, at the same too, which is more important now than ever.” COVID-19. This involved developing a new way of operating in a
time as the BID was looking to secure its first term and saw then collective and ‘cell’ approach, building a shared understanding
the benefits it might bring to the town. Now, I feel the BID is of what was needed and buy-in for how the council would
Kwame Tefe integral to the town. We have benefited enormously from being effectively respond to the pressing needs of its communities and
Kwame is the Manager of the Moon part of the BID through networking, business to business deals Saeed Gillani stakeholders.
Under Water, a JD Wetherspoon and the support from the team and Board.” Saeed is the Founder of Gee
Pub on the High Street Kay Farrar, Accountants and Watford BID played a pivotal role during this time, partnering
Business Advisors with us to bring about the safe reopening of Watford town centre
and intu. In what has been – and what will continue to be – an
John Gautrey incredibly unsettling time, the BID has been a constant, working
“I have been the manager here for the last 11 years; but I John is the Chief Operating Officer tirelessly to reassure and encourage our town centre business
have worked for the company for 29 years. I can confidently of CitiPark Ltd, who manage Church, community. We are united in our vision of a thriving town centre,
say that the reason for staying in Watford so long is because Gade and Sutton town centre car parks driven by a creative and strategic plan for the future.”
of my involvement in what goes on in the town centre; firstly, Tony King
through the Town Centre Partnership and then the BID. Tony is the Director of Warren
Anthony, an independent estate
The BID has contributed to raising the status of Watford as “With 20 years experience in operational management I joined
agency on Market Street
a vibrant town centre where people can shop, work, relax Town Centre Securities in 2016, as their Chief Operating Officer Martin Witherden
and visit as a destination, while feeling safe and secure. This for CitiPark who operate three car parks in Watford. Martin is the Business Manager of
has been achieved through us all working together I am very Metro Bank on Watford High Street
proud to be part of that. Since joining Watford BID, I have worked closely with the “We’ve been based in Watford town centre for 17 years and
team on some significant high street improvement works and have seen some huge improvements over that time. I’ve been
In the last four years, I have seen the pub grow from strength campaigns, including the pedestrian entry improvement works really impressed with the work the BID has been doing and
to strength; and I believe that a lot of it is down to increased at Gade, the summer and winter hanging baskets placed on the our estate agency has got involved in a number of the projects “Metro Bank prides itself on being active in the local
footfall triggered by a lot of projects and activities organised Church and Gade branches in addition to working closely with they’ve been running. community so when we knew we were opening a Watford
by the BID. Last year we had our best Christmas sales ever in other businesses in the BID to roll out the ‘Designated Driver’
store we contacted the BID to find out what they were doing
the 25 year history of the pub, which I put down to the BID’s campaign throughout the 2018 World Cup.” I decided to join the BID Board in 2019 so I could play a more and how we could get involved. I wasn’t prepared for how
spectacular lights, among other things. hands-on role and help represent the independent business active the BID was and the variety of activities that were
sector. I think the continuation of the BID will be fundamental in underway to make Watford a fantastic town centre. I think it
It is my hope that all other businesses too have seen the ensuring Watford keeps on improving and remains an attractive would be a huge loss to the town to not have the BID in place
benefits of the BID and will vote yes in the forthcoming ballot.” Phil Holby and viable place from which to run a business.” for a second term and really hope that other businesses
Phil is the Manager of Walkabout here see the value too and will join me in voting yes.”
Bar & Comedy Loft, on The Parade
6 7
What is a BID and Watford – a snapshot
how does it work? Watford Borough is
Watford’s
population
A Business Improvement District (BID) is a What is Watford BID? 8.3sq is around
business-led and business funded company, miles 96,600 with a total of with around 4,515
persons per km2 it is one of
38,200
supported by government legislation and formed Watford BID Ltd is a business led, not for profit company, voted
to improve the commercial wellbeing of a
for by town centre businesses and supported by the public the most densely populated
sector. We were established and began trading on 1 April 2016 households (2018) districts in England
specified geographic area, the ‘BID area’. following a successful ballot in October 2015. Of those of you
who voted, 77% of the total number and 73% of the total rateable
A BID has a maximum term of five years. Organisations within value said ‘YES’.
the BID area pay an annual levy to the BID company, based on a Watford is
percentage of the rateable value of their premises. This money is Over the last five years, we have been delivering against our Over the only
then spent on delivering the five-year business plan. ‘BID Business Plan 2016-2021’ and represent approximately 350
businesses and organisations in Watford town centre.
9 million There are over Hertfordshire Watford is
home to
There are over 300 BIDs successfully operating across the people 500,000 people town within the
over 5,900
country. Locally, the number of BIDs in Hertfordshire has risen
from two to eight BIDs in the last five years; with Hitchin and
This business plan sets out what we will deliver in a second five
year term, from 2021-2026.
pass through
Watford Junction
living within a
20 minutes travel
M25 businesses
Letchworth having already successfully secured a third and on an annual time of Watford and
second term respectively for their BIDs. The ballot for Watford BID will take place from 8 January 2021 basis and it has a higher than
5 million within
to 4 February 2021. Ballot papers will be issued by Watford average number of large
BIDs succeed because they are focused, cost-efficient and Borough Council and must be returned to Watford Town Hall
45 minutes
entrepreneurial. They do not replace local authority and before 5pm on 4 February 2021.
businesses and Headquarters
police services, but they do provide additional, supplementary
resources and activities. If the ballot is successful, our second five-year term will
begin on 1 April 2021 and will generate close to £3 million of
investment over five years. After that time is up, you will have the GlobalData Consulting Watford
BIDs are established through a ballot of businesses within opportunity to review and decide if Watford BID is the happiest
a defined BID area. For the BID to go ahead, two conditions will continue for a third term. Top 50 UK Shopping Centres – December 2019 place in the East of
must be met: Research identifies the top 50 shopping centres in the UK,
metrics include annual turnover, size, footfall and
England region (2019,
• Over 50% of businesses that vote must vote in favour Office of National Statistics,
shopper ratings.
• Those voting ‘YES’ must represent more than 50% of the
total rateable value of all the votes cast Remember, a ‘YES’ vote gives
The biggest movers – Watford
ONS). The average happiness
score for respondents in
you the chance to make a real Following a £180m investment programme intu Watford Watford was 8.02, positioning
difference to the future of Watford town centre has rocketed up the UK shopping centre ranks,
Watford as the 14th
If both these conditions are fulfilled, payment of the levy – your voice, your choice, your future – make up 13 places from 28th in 2018.
happiest place in UK.
becomes mandatory for ALL eligible businesses, regardless of your vote count.
how they voted. Watford is now overall ranked 26
as a retail centre compared
to 36 in 2018.
8 9
“ This year I was
COVID-19: amazed that during these
difficult times you were able to
create, the same, or even, better,
The impact displays. We come into Watford on
the bus from Chorleywood and it
is really is a joy to be greeted by
on Watford
such an array of living colour.
Thank you for the joy.”
Mrs C, Chorleywood
September 2020
Watford town centre has not been immune to How the BID
the impact of COVID-19. Several months of
lockdown meant consumers adjusted to working helped reopen
from home, became more comfortable with the High Street safely
online shopping and increasingly nervous about
Throughout the pandemic the BID has continued
going to town centres. Some retailers, cultural to support local businesses and levy payers.
venues and food and drink establishments During the first lockdown, we maintained a core
remained closed beyond lockdown. Some have staff and furloughed a small part of the team.
closed their branches in Watford permanently, The core staff managed all communications with
including the major retailers John Lewis and businesses, set up a designated COVID-19 webpage,
Debenhams. and provided weekly e-updates. An online and brand
presence was maintained with regular social media posts;
The impact of these closures on the town, its residents, and sharing positive community stories, fun online quizzes,
the way people perceive the town cannot be underestimated encouraging locals to support their high street where they can,
and will undoubtedly provide challenges in the short to medium and informative updates on COVID-19 guidelines.
term. However, there are also businesses that have taken the
opportunity to refurbish, and new businesses are opening. We also worked with Watford Borough Council to ensure those
businesses eligible for support received it.
Throughout this pandemic we have witnessed the spirit of In May, Watford became the first town in Hertfordshire to have
Watford. It is an intangible which cannot be measured or seen, We received a grant of £18,085 from the government, which we road closures put in place in the town centre. We funded 30 large
but it is certainly there. Over 1,500 people volunteered to help invested straight back into supporting the town, its businesses flower displays to replace the fencing and cones being used to
out vulnerable community members; the town’s businesses and on making sure consumers felt safe and comfortable coming enforce parking restrictions. The road closures were extensive,
provided NHS workers with lunches, meals and refreshments back into Watford. This money paid for: so flowers ensured the town was bright and colourful, and did
Working as they worked flat out; and a raft of other goods and
services to the third sector. • F ive hand sanitising units installed in the town, and the
not look like a closed building site.
together maintenance and upkeep of these units We also worked with Herts County Council, bus companies and
taxi firms to ensure access in and out of the town centre was
What the pandemic has shown – and something Watford • One-way directional floor stickers throughout the town centre,
we are people have known for a long time – is the town feels supported by marshals in the first few weeks of re-opening
still possible.
better and thrives when everyone pulls together, and that
stronger is the very essence of a BID.
• A COVID-19 small grants programme, which directly supported
24 BID businesses
During the November lockdown, the BID continued to support
levy payers and promote the importance of visiting Watford, but in
• Additional hand sanitiser and distancing floor stickers to other a COVID safe way. Hands / Space / Face lamppost banners were
businesses also created and installed.
10 11
2016-2021: What has
Watford BID achieved?
Over the past five years, we have delivered a range of projects under the three themes of the
BID Business Plan 2016-2021. Here is a brief summary of the projects delivered across the town.
Theme 1 – Enhancing the look and feel of the town “ Please pass on
huge thanks for whoever
is responsible for the Town
Helped catch shoplifters Lit up the town centre at Christmas time
In 2017 we took over the management of the ‘Watford Business We took over festive lights from Watford Borough Council,
Centre floral stacks. They are
superb and such a lift for the
“ On behalf of WFRA
Against Crime’ crime reduction scheme, through which retailers combining their investment with the BID income meant there Committee I would like
share information with each other and the police via radios to was a Christmas light on every (suitable) lamp column in the High Street customers and to thank Watford BID for the
help reduce shoplifting. Since 2017 the number of participating whole town centre for the first time ever. traders when shops are having stunning floral displays throughout
retailers has increased from 41 to 63 and it is a well-used a tough trading time.” the town centre. They look stunning
scheme, with high crime detection rates for members. For 2019 and 2020, we decided to move away from standard and make such a difference to the
Christmas lighting and invested significantly in spectacular light Janet
town centre. We very much appreciate
Funded CCTV cameras & improved access points installations to attract visitors into the town from across the (Watford resident)
the efforts that have been made to
region. These included massive, illuminated baubles, the word
We contributed to the running, maintenance and development create such beautiful displays.”
of the town centre CCTV system and improvements to lighting, ‘WATFORD’ spelled out in giant glowing letters, laser displays,
paving and welcome signage at car park entry points. teardrop lights in 32 trees and a giant LED Christmas tree. Glenys Isaacs, Vice Chair,
Waterfields Resident
Acted on rough sleepers and street drinkers Celebrated excellent customer service Association (2017)
In 2017/18 rough sleepers and street drinkers became a We ran our annual Service Excellence Awards, which became
noticeable problem in the town. We worked with the Police and one of the most prominent events in the town’s calendar,
recognising the commitment of businesses to excellent Added colour to the townscape Offered free
the Safer Watford Crime Partnership and produced a leaflet
advising businesses on what to do. This multi-agency customer service. Over the years the judging became We brightened up the town centre with 72 colourful lamppost training courses
more comprehensive, including customer votes, banners that featured local landmarks and icons, including In 2016, we teamed up with Watford Borough Council and local
approach has reduced some of the issues and we
secret shoppers and exit surveys, culminating in a Vicarage Road, Anthony Joshua and Cassiobury Park. 13 designs skills providers to help you access over 250 training courses that
continue to work together on, what is an ongoing
black-tie awards ceremony attended by over 350 were produced in total by two young Herts designers. From 2019, were free for your employees to attend, via European funding.
national issue.
guests from local businesses and sponsors. we also installed Christmas themed banners to complement and
promote our Winter in Watford campaign.
Filled the town centre with flowers Helped wayfinding by installing and distributing
Every summer, we installed beautiful, colourful floral
Retained the Purple Flag town centre maps
displays throughout the town centre, rising from 116 As the town went through some major developments, we
We worked with stakeholders to retain the town centre’s Purple
displays in year one to 215 by year five, drawing praise helped visitors find their way around by dressing development
Flag Award which recognises good management of the night
from all that saw them. From 2018 we added winter flower hoardings & empty shop windows with large town centre maps
time economy, the wide offer, and the way partners work
displays. We also offered excellent value, spectacular hanging and information wraps. Foldaway maps were also distributed via
together to ensure the safety of people visiting.
baskets to levy payers – both summer and winter variations, with regional tourist information points.
our 2-4-1 offer.
12 13
2016-2021: What has Watford BID achieved? Promoted everything Christmas related
We joined forces with Watford Borough Council, the Palace
Showcased the night-time economy
We have promoted Watford town centre’s wide and varied
Theatre, Watford Colosseum and intu shopping centre and night-time economy with a range of promotional activities
created Winter in Watford. All events and activities happening including bus back adverts, social media campaigns, as well
in Watford over the festive period were promoted on a dedicated as contributing to the purchase of a bus for the Street Angels.
Theme 2 – Promotion, marketing and events website, backed by a strong advertising campaign. The campaign We co-ordinated and managed the Purple Flag award which
even went on the road, with bus backs promoting Watford. By recognises the management and offer of night-time economy.
2019, the website received three times more visitors than the
Switched on our Christmas lights Created & distributed Watford Food & Drink map previous year. Launched the Watford Gift Card
In 2016, we celebrated our first Christmas by inviting a stilt- We featured all the pubs, bars, cafes, restaurants and take- In February 2020, the BID launched the Watford
walking, illuminated Snow King and Queen, to turn on our lights. aways in the BID area in a fold out leaflet and map, Rewarded responsible drinking during Gift Card, which is free to all BID businesses.
In 2017/18 there was no switch-on in the town due to limitations which was then distributed to hotels, shopping
caused by the intu development, so we ran alternative Christmas centres and other visitor information points World Cup The programme is designed to lock in additional
We teamed up with CitiPark car parks and several money for participating businesses and raise
activities. Then in 2019 we celebrated our new lights with a around the region. awareness of those businesses. Promotion of the
switch on event attended by over 10,000 people. pubs and bars in the town, and created the Designated
Driver campaign, offering free non-alcoholic drinks for card continues into 2020/21. In 2020, 35 businesses
Did you know… designated drivers during World Cup games. were participating in the scheme.
Ran ‘Watford Weekender’ promotions
We invited businesses to run special offers, events or activities • The Christmas Lights were seen by
317,000 people across Watford BID’s Getting behind Watford FC Launched a Visitor Guide
during our Watford Weekenders, which we promoted across all In September 2016, Watford hosted the Master Golf Tournament at
media channels. The number of businesses participating climbed social media channels When Watford reached the FA Cup final for the first time since
1984, we encouraged businesses to decorate their frontages and The Grove Hotel, the BID saw an opportunity to promote Watford
by 25% from 2016 to 2017. In 2018 we added 36 new businesses • There was 96% visitor satisfaction rate with to a new audience and produced a Watford visitor guide which was
to the activities, weekend footfall was up significantly and Winter in Watford activities ran a best dressed window competition. It really contributed to
a fantastic atmosphere in the town and created a lot of distributed on the buses to and from the tournament. It was then
80% of participants received enquiries distributed via visitor information points across the region.
or customers due the positivity over social media.
Weekender.
Supported outdoor theatre:
Imagine Festival Launched
Did you know in 2018… “ The set menus Each year the Imagine Festival Visit Watford
• Thomas Sabo was the best
are a great idea – if brings thousands of people In 2019, following
performing store in the UK for the Saturday of the you are on a budget it into the town to see the extensive research,
Weekender helps to know how much spectacular Friday Visit Watford was formed.
• Runners World had its busiest Saturday of the year you will roughly spend and evening show and Visit Watford is funded
encourage more people a weekend of live via a range of partners, including the BID – and is used
• Cath Kidston sales were up 36% on the previous year
to take part.” street theatre. to support and deliver the BID’s consumer marketing.
• Everyone Active signed up 9 new members We promoted, The Visit Watford team are based in the BID office and
Website feedback supported and managed on a day to day basis by the BID, reporting to
sponsored their own partnership Board.
Launched Watford Food & Drink Week this event.
Our first Food & Drink Week ran in 2017, with 52 businesses Visit Watford undertakes a variety of destination marketing
offering bespoke offers. By 2019, it had evolved to being £5, activities for the town including the online promotion of
£10 and £15 set menus, which narrowed participation to local businesses driving football to increase sales. With
21 restaurants but proved very successful with consumers. strong levels of engagement from over 5,000 followers on
It culminated with a tasting festival in the new development Facebook, Instagram and Twitter, its dedicated website
of intu. Visitor figures to the website doubled in 2019 to 2,900 at www.visitwatford.com includes full listings of firms
visitors. 73% of participating restaurants said they gained offering a comprehensive range of products and services
new customers. across the area including town-centre hotels, tourist
attractions, cafes, bars and independent retail outlets,
along with the latest guide to scheduled cultural, leisure
and business events.
14 15
2016-2021: What has Watford BID achieved? Watched Watford Grow
The intu extension works started in March 2016 and completed in
Hosted Professional Development Day for
other BIDs
September 2018. During this time, we tracked the developments We were asked to showcase the work we do in Watford to other
with weekly photographs and updates – including the High Street BIDs around the country by hosting a British BIDs Professional
improvements – and posted them on Facebook and Instagram
Theme 3 – Working together to under the hashtag #WatchWatfordGrow. This meant people could
Development Day. This took place in April 2019.
see how quickly progress was being made and also provided a
secure the future of the town fascinating insight into the transformation of the town.
Representing Watford BID and business interests
Our Chief Executive is the Chair of the Hertfordshire Vibrant
Towns Group; is on the Association of Town and City Management
Supported the development of the town Prior to COVID-19 the average dwell time was 89 minutes in 2019 Received British BIDs Accreditation (ATCM) national Advisory Board, the British BIDs Board and
The continuing development of the town is vital for its economic up from 82 minutes on the previous year. This was higher than In 2018, we achieved British BIDs national accreditation. Only Visit Herts Partnership Board, plus locally she represents
and social viability, and much of our Chief Executive’s time has the national average, and higher than competitor towns. a small number of BIDs across the country have received this the BID and its levy payers on local stakeholder groups: Big
been spent working with partners, in particular Watford Borough award, which recognises best practice in communications with Business Connect, Cultural Leaders and One Watford. During
Council and intu to ensure Watford is a joined up town, which can Awarded over £18k for individual business levy payers, governance and marketing. As part of the assessment the pandemic she was a member of the Watford Together group
be enjoyed and accessed by all. improvements process, our financial management was scrutinised. and the Watford Business Re-opening Strategy Wider Taskgroup.
In March 2018, we launched a small grant scheme aimed at Over the past five years, we have supported and offered guidance
In 2017, we commissioned a transport study. It was this piece helping levy payers develop their business and improve the Won a national Place Management Award to developing and new BIDs across the country.
of work that brought together Herts County Council, Watford quality of their customer experience. The maximum grant We won the national British BIDs Place Management Award
Borough Council, intu and the developers to resolve how the High available was £2,000 or 50% of the total costs. In total, over 2018 for our contribution to the High Street improvement works.
Street looked and worked around the new intu extension. £18,000 was awarded to businesses in the town. Grants ranged The award acknowledges outstanding projects delivered by BIDs
from £316 to £2,000, and covered improving equipment at a around the country.
We pushed for all High Street works to be completed in tandem
with intu works, so there was no further disruption to businesses.
live music venue, to shop front and signage improvements, to “ It is terrific news
businesses re-configuring their internal layout, and improving/or Achieved industry recognised qualification for Watford BID, gaining
developing their online presence. Two of our members of staff studied for and passed the Accreditation, winning the
Clarendon Road improvements British BIDs Certificate in BID Management course with National BID Award and having a
We were instrumental in securing £4.8m of grant funding for Supported police in reducing knife crime Jill gaining a distinction and coming top in the class. key member of staff graduate with
improvements between Watford Junction and the town centre, We supported an innovative pilot project with Hertfordshire police the certificate in BID Management. All
The first phase included filling in an underpass. Improvements to and intu, which has funded two police officers who have been
the crossing were completed in 2019.
three were celebrated at the British BIDs
working with vulnerable children across Watford, showing them conference, and all three are a sign that
the dangers of gang and knife crime.
the levy payers of Watford are receiving a
Monitored footfall and dwell time
truly excellent service. We congratulate
We entered into an agreement with Watford Borough Council, Raised money for St Mary’s Church restoration Watford BID on these successes.”
where they managed the footfall camera contract, via In 2017, Watford Borough Council installed commemorative
Springboard, and we managed footfall monitoring. In March Graham Taylor boards to dress up a recently vacated building Professor Chris Turner,
2020 the Council’s contract with Springboard ended and a new next to the church. The boards were given to the BID to auction
company is being sourced to take on the footfall count.
Chief Executive,
off to fans, raising over £700 for the major refurbishment of British BIDs
the Church.
In early 2020 footfall was high, and the dramatic impact of the
lockdown on the town was recorded:
Supported Shopmobility scheme
We recognise that for Watford town centre to be welcoming it
2018 2019 2020 is important that there is access for all, so have provided a £5k
January 755,177 885,586 1,091,502 grant to Shopmobility every year for five years. Shopmobility is
February 732,402 1,040,007 921,913 run by a team of volunteers from Church car park and its free
mobility scooters are well used in Watford.
March 878,520 1,365,644 202,021
16 17
The BID in numbers What our town will lose
Floral displays 2016 2020
if you vote ‘NO’
116 215 NO… floral displays NO... support for Pubwatch
Pre-BID 20 hanging baskets floral displays floral displays NO… Christmas lights NO… funding for the development of the CCTV system
including those for COVID road closures
NO… one to collaborate with the police & other partners NO… support for Shopmobility, which promotes access for all
Annual Service £ ££ regarding street drinkers, rough sleeping and in our town centre
££ anti-social behaviour
NO… business networking and social events, specifically for
Excellence Awards NO… one championing the town and its businesses, locally or town centre businesses
£
23%
nationally
£ NO... dedicated marketing of Watford town centre
NO… relevant information sharing with businesses regarding
local news and COVID-19 updates
additional income NO… business crime reduction scheme NO… passionate, caring BID team dedicated to the prosperity
generated over the Over of our town centre
NO… BID website & social media to promote town’s offer and
10,000 people
lifetime of the BID
360 £12k individual businesses NO… innovative, dynamic initiatives which aid economic
recovery and future growth
business
attended the 2019 lights switch-on
NO… small business grants
representatives sponsorship (over and above the levy collected) NO... promotional activities that encourage footfall around the
attended raised town such as Food & Drink Week, Watford Weekenders,
town centre trails
NO…
Retail Business Against NO… industry insights into best practice occurring in 300+ £3m of
48% Crime members have
increased from
BIDs/towns across the UK investment for
YES…
NO… Service Excellence Awards the town centre
£300m detection rate for
41 to 63 NO… funding for initiatives to tackle crime
invested in town centre
WBAC members NO... one to work with stakeholders to shape local
over the past 5 years developments and improvements Watford BID really
£18,500 NO… benefitting from new initiatives and technology, such as
the Watford Gift Card, and Employee app
is that essential to
our local businesses,
24
businesses
awarded COVID
awarded to BID
businesses for Over 4,000 NO… Visit Watford and targeted consumer marketing employers, residents,
18,000 entrants to Christmas
grants, plus hand improvement grants NO... lamppost banners
sanitiser and floor Calendar competition
economy and future.
stickers distributed new followers NO… one to manage the Purple Flag Award application
to BID business to our social
media channels
18 19Moving forward: planning the How the BID has kept in touch
next five years of Watford BID & shaped its future plans
Our communications with businesses More recent events have focused on levy payers getting to know
It is wrong to say we live in especially uncertain times, the We recognise that there is no one size fits all approach when each other in a more social environment, understanding what is
future is always uncertain. Five factors for communicating with our levy payers. in the town, and how they can work together. These have been
good growth: particularly well attended, with the last event in 2019 attended by
60 people.
“We are operating in a very different environment to that of 1. Start and end with citizen For the past five years the BID has sent monthly e-updates to all
businesses on its database. During the COVID-19 pandemic, this
12 months ago, and we are facing a very unusual, uncertain e 2
outcomes
– Issu
s
c 2016
New How your feedback shapes the BID’s future
De
future. The planning that we originally put in place has had to increased to weekly updates, to ensure businesses received the
be reconsidered and for our next five years we have to think 2. Take a broad view Centr
Town up for
e
r in
Winteord
Watf ns
r
latest government and local information. Since we began operating we have listened to our businesses, we
differently and plan differently. retu
have consulted with businesses after each project to establish
3. Balance today’s challenges with lights tmas
n
ch-o
s swit in
s light Winter a
stma ch of ord BID ly
Chris
Chri g for
The the laun Returnin sees Watf to joint
marked 2016/17. paig
n
the townts, under
cam
in Watf
ord , the ers in
In addition to the e-update, the BID also produced quarterly
look even
key play centre
whether it was a success, if it delivered value for money, whether
ly new with nd year
plete s ided seco s with er town s
a com urce prov join
force wint l pres
re has pooling reso es have Mary’s ote the the loca ia, bus
Cent By ness at St prom d in
ord Town year. busi and er. rtise al med
Watf lights this cil, BID the pond the full one
bann be adve ugh soci to
ve Coun de extend ord will thro on to
festi ugh – besi h now et, King Watf ons, to log ord.comomime
ord Boro s trees er in l radio stati s invited
tomorrows opportunities
s – whic ket Stre and the watf pant
Watf Wint terin
stma light Mar ice on loca audience www.win about the Theatre,
two Chri brand new Street, into e Hosp and with out ce cil’s
Church,of the High Road, the Horns.
Peac
adve
rts; find ord Pala Coun
th n at Watf Borough ord
/ The
printed newsletter which we hand delivered to all businesses in
ed two ord Watf
it should be repeated and if so how it could be improved. As a
leng endo
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t Watf
ing rink, Santa
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nd the fire show and ord For
the town centre and to other stakeholders. result of this constant business feedback we have modified and
arou lar get here brand Watf
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Once a year the BID holds an AGM meeting, which all company
ia@w
mar
in the first two years of a new BID will be tight, this combined
with any continuing COVID restrictions, means we will have to be deliverable plans – Iss
ue 1
0 members and levy payers are invited to, and produces an Annual We wanted to make sure that you, our businesses, shaped
s
2019
Report, which is available online, posted to stakeholders, and the future of the BID. As part of our commitment to you, we
New
Dec
adaptable and creative in the way we approach things. We will
PWC – Good Growth for
have two exciting projects which we can carry through to hand delivered to every business in the BID area. undertook a mid-term review of the BID to make sure we were
Cities 2019
the summer of 2021, we hope these will generate footfall on the right track and delivering what we said we would, plus
and interest in the town. s All the above is in addition to the regular face to face visits we also asked what could be improved and what you would like
stma
Chri es to carried out by the BID team when developing projects or looking to see moving forward. We undertook an online survey, plus
com ord with into the viability of new projects. Storecheckers visited businesses in town to talk in person with
Our 2021-2026 business plan is focused on continuing to Watf tacular
spec ch-on! BID levy payers.
g
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bo
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@watf
maria“ Watford BID has
2021-2026:
Understanding the needs of Encouraging business
Theme 1 – Safeguarding our communities
been incredibly supportive of
our charity Home-Start both with development and networking
the future of Watford providing funding and an introduction
Planning for
We will:
We recognise Watford’s local to other businesses in Watford. Their grant
enabled us to create a confidential space • Design a series of business
Influencing and place shaping will be at the very heart of communities are at the heart of
for us to meet with volunteers and families development and networking events
everything the BID does. It reinforces the BID’s position with other the town’s future success – it
which will cover themes such as:
we provide services for. More recently their
the future
partners and stakeholders, and the role of the BID in shaping and is their confidence and support
finance/legal; marketing; social
influencing how Watford will look in the next five to 15 years. for Watford which will help the support meant we could invest in the resources media; procurement; international
town bounce back fully. we needed to begin to return to our charitable trade; managing growth and
Influencing growth and development across activities, safely, minimising the risks of wellness/mindset
the town and encouraging entrepreneurship transmitting COVID-19.” • In Year 2 the Chamber will deliver
We will:
Emma Power, CEO, Home-Start ‘hub’ events and an extension of the
We will: • Consult with local resident groups, Watford Business Festival. Levy payers
keeping them fully informed of Watford & Three Rivers
• Monitor and maintain a vacancy list for the BID area and and their employees will be given priority
identify market gaps developments and plans for Watford access to these events and the opportunity to
• Meet with agents and the Council every six months, to • Support local community groups efforts host events and pitch their own business
monitor trends, and identify hard to shift units and work on in utilising redundant space in the town in a
the concept of pop-up units and flexible workspace, with creative and innovative way Championing the third sector and charities
‘in/out’ rental options • Work with the Elected Mayor, the councils and utilise local
consultations to inform communication and planning We will:
• Represent the interest of our businesses, the need to
adapt, and maintain good and clear communication with • Work with the local cultural leaders, community leaders and • Link businesses with support agencies and charities as part
the people who use the town religious leaders to reach our broader communities, to ensure of Corporate Social Responsibility (CSR) activities; the priority
as many people as possible are aware of Watford’s offer, both will be to support local services and charities first
• Circulate information on key planning applications and
consult with the Board to ensure a full and balanced socially and economically • Encourage individual businesses to become a local charity
commentary is presented advocate or champion
Supporting sustainable transport, and
In a new review of the high street titled Build, Back, Better, Open to new ideas and staying ahead of
Bill Grimsey has recommended high streets take on a
improving the town’s infrastructure the game
“massive shift in power” away from central government,
instead empowering local communities to develop We will:
We will: their high streets. He argues that for town centres and
• Continue to ensure that all business views are represented at a
• Continue to push for a sustainable high streets to thrive after COVID-19, they will need to
national level
“ It is clear that transport interchange in the town centre,
improvements to the High Street, with
rediscover their community purpose.
• Continue to participate in national discussions on your behalf
multifunctional town and inform submissions to central government across a range
centres are on the rise and improvements to Watford High Street “Faced with the huge challenge of rebuilding our high
streets, we are presented with a golden opportunity to of topics, including the Business Rate Review and the state of
we now have the opportunity Station and improved access to
repair their neglected social fabric, lead a values-led the High Street
to accelerate this to meet the nearby Waterfields Retail Park
period of social renewal and deliver lasting change.” • Embrace new ideas and undertake imaginative and innovative
challenge of bringing back into • Continue discussions with
projects that will make Watford an attractive destination. The
productive use, redundant partners, about a range of
BID will however always manage the risk to ensure the interests
sustainable transport proposals
retail space. ” for the town
of levy payers remain the top priority
• Continue to be recognised as one of the Country’s highest
Mark Robinson, chair of • Work with the district and county
performing BIDs, with Watford being recognised as a centre for
High Streets Task Force councils to ensure commercial,
excellence
consumer and business interests are
represented in any discussions regarding • Learn as much as possible about the BID industry and
the town’s future and future developments lessons from other BIDs to ensure we deliver the best
service we can
22 23You can also read
