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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 - £470,000
- Timescale - from 2010 to 2015
Events
Promote four major regional events per year, following the retail calendar, to attract major sponsors (for example Wrigleys) and create marketing opportunities.
- Budget - £150,000
- Timescale - from 2010 to 2015
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 - £80,000
- Timescale - from 2010 to 2015
Website
A bespoke 'cutting edge' city centre website designed to appeal to city centre visitors and BID members, with an e-commerce platform and members area, linked to interactive projects such as Bluetooth marketing, customer feedback booths and electronic store directories.
- Budget - £100,000
- Timescale - from 2010 to 2015
Independant Quarter and Mayflower Streete
We will promote characteristic, niche shopping through the development of our sub brands. We will develop the IQ brand, further linking this initiative with Mayflower Street and the Armada Centre.
- Budget - £120,000
- Timescale - from 2010 to 2015
The outcome
Target a measured uplift in footfall, customer profile and retail sales in the BID area by 2015. 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.
Cleaner
The strategy
Plymouth city centre opens seven 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 seven 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 2010 to 2015
Cleansing and other environmental quality standards to be independently monitored using a nationally recognised survey.
Mechanised sweeper
The street cleansing sweeper '525' machine will be replaced with a newer model to continue effectively removing litter and detritus during the trading day.
- Budget - £100,000
- Timescale - from 2010 to 2015
Litter campaigns and enforcement
To ensure value for money, the BID will gradually shift it's focus from investment in cleansing to changing public attitudes and behaviour to litter. This will be delivered by high profile public education campaigns and quality signage backed up by the threat of enforcement
- Budget - £25,000
- Timescale - from 2010 to 2015
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.
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.
Empty shop fronts
Working with local artists we will continue to dress vacant shops ensuring the high street's vibrancy
- Budget - £20,000
- Timescale - 2010 to 2015
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 - £250,000
- Timescale - 2010 to 2015
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.
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.
Police Community Support Officers
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 - £315,000
- Timescale - 2010 to 2015
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 - £110,000
- Timescale - 2010 to 2015
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 - £500,000 (Match funded by Plymouth City Council)
- Timescale - 2010 to 2015
CCTV and lighting
Introduce CCTV and lighting into all five surface level car parks and yards that currently lack these facilities.
- Budget - £100,000 (Match funded by Plymouth City Council)
- Timescale - 2010 to 2015
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 - £160,000
- Timescale - 2010 to 2015
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.