BID projects

Better promoted

The strategy

Plymouth currently under performs as regional destination. There are £1bn of annual retail sales available in Plymouth’s customer catchment, but £400m is currently lost to competing retail centres. Recent inward investment has transformed Plymouth, but the regional perception of the city centre remains poor. The BID will target ‘ABC1’ shoppers, by establishing an effective city centre brand, linked to the city’s wider promotion.

Marketing

Develop a regional advertising strategy, targeting ‘ABC1’ shoppers in outlying areas where customer penetration is low. Create a positive city centre brand. Communicate effectively with stakeholders, shoppers and inward investment.

• Budget - £250,000
• Timescale - from 2005 to 2008

Events

Promote four major regional events per year, following the retail calendar, to attract major sponsors (eg Wrigleys) and create marketing opportunities.

• Budget - £100,000
• Timescale - from 2005 to 2010

Entertainment

Deliver an exciting street entertainment programme, including weekend performances from Easter to Christmas, across the city centre and for the life of the BID.

• Budget - £30,000
• Timescale - from 2005 to 2010

Website

City centre website with an individual page for every BID retailer, with weekly updates on shopping, transport, events, etc. A target of 10,000 hits per month has been established. High quality images.

• Budget - £10,000
• Timescale - from 2005 to 2010

Newsletter

City centre newsletter made available bi-annually to Plymouth’s 242,000 residents, both electronically and through local newspapers.

• Budget - £10,000
• Timescale - from 2005 to 2010

The outcome

Target a measured uplift in footfall, customer profile and retail sales in the BID area by March 2010. Improve perceptions of the city centre as a premier shopping and leisure destination. Property contributions, sponsorship, grant income and help-in-kind will be secured for the BID and the company, worth at least £1m.

Total budget: £400,000

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Cleaner

The strategy

Plymouth city centre opens 7 days a week, with 10,000 employees and an estimated 10m visitors a year. Although thoroughly cleansed before the shops open, the city centre is insufficiently cleansed during the shopping day, resulting in poor customer perceptions. The BID will deliver a customer-focussed and independently monitored approach to the cleansing and maintenance of public landscape, to improve standards and perceptions.

Clean team

Rapid response, high visibility clean team on duty 7 days per week to enhance the level of cleansing and maintenance above the Council’s existing provision. One hour response time on most cleaning issues including litter, food waste, car parks, planters and spillages.

• Budget - £275,000
• Timescale - from 2005 to 2010

Cleansing and other environmental quality standards to be independently monitored using a nationally recognised survey*.

Mechanised sweeper

Mechanised cleaner and/or additional street sweepers to enhance cleanliness throughout the shopping day, 7 days a week.

• Budget - £45,000
• Timescale - from 2005 to 2006

Graffiti and flyposting

Graffiti and fly posting removal including private premises. Removal of illegal graffiti and fly posting within 48 hours.

• Budget - £25,000
• Timescale - from 2005 to 2010

Large litter bins

Larger litter bins targeting food outlets and other high litter areas.

• Budget - £25,000
• Timescale - from 2006 to 2007

The outcome

Improved cleansing and environmental quality standards, as measured independently using ENCAM’s District Local Environmental Quality Survey*. Improved public perceptions of cleansing and environmental quality standards, as measured by shopper surveys. Improved cleansing efficiency through co-ordination with Council and utility companies.

Total budget: £365,000

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More attractive

The strategy

Plymouth’s waterfront location is world-class and the city’s regeneration continues. The shopping centre’s attractiveness is however undermined by an outdated public landscape and some poor quality buildings. Linked to the Mackay Vision, the BID will create visually attractive public spaces to act as a focus for commercial, leisure and cultural activities.

Floral/shrub displays

Superior floral/shrub displays at city centre gateways and a themed upgrade of existing displays across the city centre.

• Budget - £60,000
• Timescale - 2005 to 2010

Building and Christmas lighting

Decorative illumination of building facades to help create a bright and vibrant evening economy. Expand the city centre Christmas lights including the new LED tree lights in BID area.

• Budget - £166,000
• Timescale - 2005 to 2010

New George Street square

Introduce a new high quality street café with seating, shelter and associated landscaping.

• Budget - £35,000
• Timescale - 2006 to 2007

Frankfort Gate square

Introduce a continental style town square with a central café area, seating and shelter.

• Budget - £50,000
• Timescale - 2007 to 2008

New George Street play areas

Integrate childrens play into new public spaces.

• Budget - £40,000
• Timescale - 2008 to 2009

Cornwall Street square

Create public space improvements along Cornwall Street including seating, play, shelter and trees.

• Budget - £100,000
• Timescale - 2008 to 2010

The outcome

Increase leisure shopping by creating attractive spaces for the whole family. Lever BID funding with substantial match funds to improve streetscapes and public spaces. Improve the perceived attractiveness of the city centre, as measured by shopper surveys.

Total budget: £451,000

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More welcoming

The strategy

Plymouth is serviced by high levels of public transport, 4,600 car parking spaces and 1,000 park and ride spaces; however it has failed to capitalise on its accessibility and wide open streets. The BID will promote convenient, user-friendly access, by better linking potential shoppers to destinations and attractions.

Pedestrian signage

New contemporary signs will replace the ageing pedestrian fingerpost network of 100 signs, to improve orientation and visitor experience.

• Budget - £100,000
• Timescale - 2007 to 2009

Shoppers bus

Provide a free/subsidised fully liveried bus, managed by a local bus operator.

• Budget - £50,000
• Timescale - 2005 to 2010

Cruise ships and railway promotion

Target the emerging cruise ship business, by promoting the city centre to passengers. Target rural shoppers (eg in Cornwall), by promoting railway travel.

• Budget - £50,000
• Timescale - 2005 to 2010

Pay on exit

Introduce pay on exit into the popular Theatre Royal car park, where pay and display currently restricts shopper visit duration.

• Budget - £80,000
• Timescale - 2009 to 2010

Signage

Introduce CCTV signage in all car parks to reassure the public, with a strong welcoming message.

• Budget - £10,000
• Timescale - 2007 to 2008

The outcome

Target a measured uplift in visit duration in the BID area by March 2010. Improved perceptions of city centre accessibility, as measured by shopper surveys. Achieve national police awarded secure car park status for at least three car parks.

Total budget: £290,000

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Safer

The strategy

Plymouth city centre is one of the safest in the UK, but this is undermined by a prevalence of low level anti-social behaviour and retail crime. As a regional centre, Plymouth is targeted by criminals and therefore stock losses are ever increasing. The BID will implement solutions that tackle the problems directly, reassuring customers and staff by tackling retail crime, car crime and anti-social behaviour.

Security presence

Introduce foot patrols of uniformed and accredited wardens (two Wardens in year one, rising to three/four in later years). Wardens will be highly trained and with enforcement powers, including issuing on-the-spot fines, tackling incidents of anti-social behaviour, enforcing the retail exclusion scheme, removing illegal street traders and assisting the Police.

• Budget - £375,000
• Timescale - 2005 to 2010

Safer city centre

Enhance existing retail exclusion scheme and other Plymouth Against Retail Crime (PARC) initiatives, making PARC available to all retailers at no cost. Target the most persistent shoplifters and ban them from all city centre shops.

• Budget - £62,000
• Timescale - 2005 to 2010

Safer car parks

Introduce crime reduction measures in all car parks to gain secure car park status, including lighting, signage, foot patrols and secure access.

• Budget - £50,000
• Timescale - 2006 to 2007

24. CCTV and lighting

Introduce CCTV and lighting into all five surface level car parks and yards that currently lack these facilities.

• Budget - £75,000
• Timescale - 2005 to 2009

Ambassadors training

Deliver an accredited training programme for all city centre frontline staff, including customer service skills, visitor information and uniforms, to reassure and advise the public.

• Budget - £15,000
• Timescale - 2005 to 2006

The outcome

Create a safer environment and reduce the fear of anti-social behaviour, according to reported crime statistics and surveys that will be collected and published. Improve intelligence gathering, communication and co-ordination between the police, CCTV, private sector security and the public. Reduce car crime and retail stock losses.

Total budget: £577,000

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