BID Leicester Projects and Initiatives

BID Leicester deliver many projects to help support our levy-paying businesses, drive footfall into the city and make Leicester a better place to work, live, visit and study.

Our current initiatives are listed below. If you’d like more information or to take part in any of them, get in touch with the team on [email protected]

We also sponsor and support a number of events in the city to help drive footfall and raise the profile of the area. See them all on our events schedule.

If your business would benefit from these projects but is not a BID levy payer, consider our Voluntary Contribution Scheme and access these benefits and much more for a fixed annual payment.

We’ll update this page at least quarterly, so check back to see if there’s anything new to get involved with. You can also email [email protected] and request to be added to our e-newsletter to stay up to date with the latest BID Leicester news. 

Ongoing Projects

Street Ambassador Service

Our Street Ambassador Service launched in September 2018 and has proven invaluable to businesses in the city centre. The ambassador’s duties include liaison with BID businesses as an everyday point of contact, working with businesses to identify any issues that need to be addressed as well as communicating the latest BID projects and opportunities. They also provide a signposting service to the general public, helping to ensure that visitors to the city centre have the best possible experience. Some of their achievements to date include deterring shoplifters, reporting street cleansing issues, reuniting lost children with their parents and helping vulnerable people in the city centre.

On top of this, our Street Ambassadors are out talking to businesses every day, building a clearer picture of the issues affecting the city centre so we can fully understand the needs and concerns of our levy-payers and plan BID activity accordingly. If you haven’t met your Street Ambassador or if you need assistance from the team, drop us a line on [email protected]

LoyalFree

LoyalFree is an innovative digital loyalty scheme which helps businesses attract new customers and encourage repeat custom via a profile showcasing their offers, a digitalised loyalty programme and more.

We started 2020 with over 7500 app users in Leicester – that’s 7500 potential customers who have engaged with the app in the city centre. Businesses can upload loyalty stamp schemes, special offers, flash sales, event details and more.

In 2019 the app also launched a trails feature to encourage moving footfall around the city and a competitions feature to help incentivise app users. In 2019 alone there were over 40,000 interactions with LoyalFree Leicester trails and over 1,000 competition entries on the app.

BID levy payers can access the app, create a profile for their offers and start attracting customers for free – drop us a line to get started: [email protected]

Savings Advisory Service

We are working with Meercat Associates to help businesses save money on a wide range of services including merchant fees, energy, water, waste and recycling, telecoms, insurance and much more. This service is free to levy-payers, and we have already seen businesses make substantial savings that far outweigh their BID levy payment.

The initiative launched in January 2019 after one year has realised over £50,000 of savings for BID levy payers.

Download our information brochure to find out more on how you can save money, or get in touch to arrange a meeting.

Footfall Tracking

The BID is working with Springboard to provide performance footfall, wi-fi monitoring and visitor intelligence services for Leicester city centre. This technology will provide a greater understanding to city centre activity, including the typical journeys of pedestrians within the BID area as well as the volume of visitors.

The data collected is scrambled at source so it cannot be used to identify individuals and is fully GDPR compliant.

These reports will be made available to BID businesses free of charge, and can be used to help businesses understand peak times in the city centre, which can inform planning marketing and promotions, events and staffing rotas. The technology is due to be fully up and running in Spring 2020.

Cool As Leicester - free marketing opportunity

BID Leicester continue to sponsor a spotlight feature in the weekly Cool As Leicester e-newsletter. The spotlight feature is open to BID Levy-Payers and is sent out to over 4,000 subscribers as well as being promoted across the Cool As Leicester website and social media (over 450k monthly reach). This package would cost over £200 but is free to BID Leicester businesses.

For the chance for your business to feature simply send us your news! From events to new menu offerings, special offers or news of exciting things happening at your business, send your story to [email protected]

2020-21 Projects

Purple Flag & Night Time Economy

We started 2020 with some great news – we have achieved Purple Flag accreditation! Purple Flag status allows members of the public to quickly identify town & city centres that offer an entertaining, diverse, safe and enjoyable night out. 

In 2020 we will build on achieving Purple Flag status by implementing a series of practical initiatives to help promote the evening and night-time economy. Read our Purple Flag project page for all the latest details.

Vacant Units

We are working with Arch Creative to deliver a  new Vacant Units project in 2020. Vacant Units projects are designed to improve the appearance of empty shops in the city centre and turn them into points of interest. The 2020 project is based around the theme ‘Street Stories’ – celebrating the wonderful achievements of pioneering people from our city. There will also be an integrated Augmented Reality twist to the artworks that we are really excited to see rolled out in the city centre – watch this space for more details!

BID Leicester worked with Graffwerk in 2019 to improve the appearance of empty units within the BID area – find more information on that project in our ‘Past Projects’ section below.

Start-up support

BID Leicester is working with De Montfort University to help provide training and support to people starting new businesses thay have a physical presence and / or provide a new product or service in the BID area. The support will include advice and mentoring, training courses and and access to learning materials to help businesses that are 0-2 years in their developement. 

If you would like more information on this programme, please drop us a line: [email protected] 

Give Leicester

Give Leicester was launched in October 2019 to provide a secure and convenient way for the public to help people who are homeless in Leicester. The project, designed by BID Leicester with match funding from Leicester City Council and in partnership with the Leicester Homelessness Charter, saw the installation of 15 contactles giving points in Leicester city centre. Members of the public can tap their contactless cards to donate £3 to the One Roof Winter Night Shelter until the end of March 2020.

See our 2019-20 past project details below for a break down on the Give Leicester Winter 2019-20 campaign.

The beneficary charity for Give Leicester contactless donation points will be changed in April 2020. Details on the new campaign as well as the total amount of money raised by the project is listed on the Give Leicester website.

Business Learning Programme

BID Leicester will deliver a new Business Learning programme in 2020-21 that will include delivery of training courses and the development of digital guides and online learning materials exclusively available to BID levy payers. More information will be posted here as the programme is developed.

BID Social

BID Social is a series of exclusive events aimed at encouraging employees to stay in the city after work.

This is an opportunity for employees of BID levy-paying businesses to experience the fantastic range of venues in the city at just a fraction of the cost.

With only limited places available at each event employees can register thier interest here to be the first to hear about upcoming BID Social events and the opportunity to purchase tickets. Events are only accessible to employees of BID Leicester levy-payers. Register for updates at bidleicester.co.uk/bidsocial

Not sure if you work for a BID Leicester levy payer? Get in touch to find out: [email protected] 

Leicester Gift Card

We will be launching the first city gift card scheme in Leicester.

The Leicester Gift Card will be available for customers to purchase online and on the high street, and will be redeemable only at businesses within the BID area.

Businesses do not require any special equipment to be gift card redemption points – full briefing and guidance will be given. Businesses in the BID area will be approached with information when the scheme is launched in Spring 2020, but if you would like more information please get in touch with [email protected] 

The Leicester Gift Card will strengthen city centre businesses by locking spend into the local economy. We anticipate the card will be popular with corporate businesses who can purchase them as employee rewards, as well as providing a new offer to consumers to Give the Gift of Leicester.

Independent Leicester 2020

Following the successful launch of the Independent Leicester campaign in September 2019, BID Leicester will continue to invest in and develop the campaign in 2020.

Consultation with Independent businesses in the city will take place in Spring 2020, with a view to delivering summer and winter events, social media content, regular B2C e-newsletters and continuing to grow the already popular Independent Leicester website and social media profiles.

If you’re an independent business in the BID area and want more information on how you can get involved, contact [email protected] 

Cleaner Leicester

We will continue to work with Leicester City Council on providing an enhanced programme of street washing, graffiti removal and chewing gum removal in Leicester city centre.

BID Leicester funding has extended the city council’s cleaning programme, enabling the street washing machines to operate for an additional 18.5 hours per week.

BID Leicester’s contribution is also supporting the council’s efforts to keep Leicester clean by funding graffiti removal on private premises and additional chewing gum removal on city centre streets.

Click here to read our news item on the project for full information.

Leicester Comedy Festival Food & Drink offers

BID Leicester have partnered with Leicester Comedy Festival and levy-paying businesses to offer festival-goers great discounts on food and drink in the city for the duration of the festival.

This is the second year a food and drink scheme has been organised by BID Leicester in order to showcase the city centre in its widest possible sense to the festival audience. Leicester Comedy Festival is the largest event of its kind in Europe, bringing over 135,000 people to events across the  city. This represents real potential customers in Leicester city centre during the month of February. BID Leicester committed to a £5000 marketing campaign to promote the offers, including directly targetting of festival ticket-holders, online and social media advertising, BT InLink advertising and a large format advert on the Comedy Festival Hub in Jubilee Square. The scheme also received positive coverage from Leicestershire Live and Cool As Leicester.

Click here to read our news item on the project for full information.

Events

For details on upcoming events in BID year 3 (Feb 2020 – Jan 2021) please see our Events Schedule.

Events already delivered include:

Chinese New Year Spring Festival Celebration
26 January – 8 February 2020
A series of events in partnership with De Montfort University and Cosmopolitan Arts to celebrate Chinese New Year. Events included an art exhibition at Curve Theatre, a public procession in Leicester City Centre and student facing events with a BID Leicester stall promoting BID levy-payers.

2019-20 Projects

Events

BID Leicester worked with partners to deliver a series of events in 2019/20. Here are some highlights…

Bring The Paint, May 2019
We were a headline sponsor of Bring the Paint 2019, organised by local organisation Graffwerk. Artists from all over the world came together to showcase an impressive wealth of talent which has gone on to serve as inspiration for further artistic activities within the city of Leicester.
300 new street artworks were created, reaching 46,000 people during the festival over 7 days in May and further cementing Leicester as a destination for world class street art.
https://www.bringthepaint.co.uk/ 

Mods: Shaping a Generation and ReVive Festival, April – June 2019
BID Leicester were a headline sponsor of these events celebrating Mods and Mod culture in the East Midlands. The attracted 35,000 people to Leicester, and over 4,000 attended the spin-off ReVive Festival. The festival was supported by over 40 venues and businesses in the city centre.
http://shapingageneration.co.uk/
https://revivefestival.co.uk/ 

One Giant Leap, July & October 2019
BID Leicester worked with a number of partners including Inspirate, Metro Bulot Dodo, SideFest, and Leicester Cathedral to put together a programme of out-of-this-world events to commemorate the 50 year anniversary of the moon landings. Events included an exhibition of Luke Jerram’s Museum of the Moon, BRICKLIVE Outer Space trail of LEGO sculptures in BID Businesses, Creat-A-Con in Space event at Haymarket Theatre, and Outdoor Cinema in Jubilee Square and Interactive digital games on public screens in the city. Over 13,500 people attended the events in Leicester city centre during October half-term week.
https://onegiantleap-leicester.co.uk/ 

LightWeight, December 2019
LightWeight returned to the city in 2019, this time to New Market Square to help animate this new public space. Sitting alongside Santa’s Grotto, the two events made the square a hub of family activity in the city at Christmas. Over 3,500 people attended the free installation across 10 nights in December

Independent Leicester 2019

We commissioned two local agencies – Arch Creative and FU Media – to help us develop a campaign that celebrated Leicester’s independent businesses: Independent Leicester was born.

The campaign launched with the Independent Leicester website, a social media video and a competition to win the Ultimate Independent Leicester weekend. It was very well received:

  • Independent Leicester promoted at Fresher’s Fairs 21-22 Sept – over 1000 Independent Leicester goodie bags given to students in the city
  • Launch event and website ‘go live’ on 26 Sept – 49 business profiles live, 15 pending
  • Launch competition: 12 businesses featured, 1,737 entries, 47.5k reach, 7k interactions
  • Launch video: 11 businesses featured, 22.6k reach, 1.5k interactions
  • Over 14,000 page views in one month
  • Extensive press coverage including BBC Radio Leicester interview. Total press reach of 2.9m, with a total PR value of £49,700

As well as this, over 100 businesses proudly displayed yellow Independent Leicester stickers in their window to show their support of the campaign.

The launch activity was followed by a Christmas campaign to keep pushing people to the website and encourage a ‘shop local’ message this Christmas. The campaign featured six businesses and was rolled out across multiple channels, including:

  • Christmas Towers: 12 locations in the city centre showcasing business owners
  • BT InLink – on street advertising from 
  • Leicestershire Live website – geo-targetted banner display adverts to get 100,000 impressions and click-through to Independent Leicester website 
  • Leicester Mercury Facebook page competition 
  • Ramada Encore projector in city centre
  • Advertising board at Jubilee Square Ice Rink
  • The Independent Leicester website referenced in the Christmas in Leicester Guide which had 130,000 copies distributed regiobally from early November.
  • The Independent Leicester copycat VISA advert made it to the top 10 finalists in the country.

BID Leicester is commited to investing in Independent Leicester each year to help support and promote the city’s thriving independent scene. See our 2020 projects for information on how the campaign has developed.

Give Leicester

Give Leicester is a project set up by BID Leicester and Leicester City Council, working in partnership with Leicester Homelessness Charter. It is designed to help make helping people who are homeless easy and secure by enabling donation direct to charities through contactless giving points.

Every single penny of the £3 donation made by tapping a contactless card on a giving point will go to a charity in the city working to provide support for people who are homeless. From October 2019 to March 2020, the donation will go to the One Roof Winter Night Shelter, run by One Roof Leicester, providing emergency accommodation, food and support in the coldest months of the year.

The Give Leicester campaign in 2019-20 raised over £20,000 for the One Roof Leicester Winter Night Shelter. Click here to see a full breakdown of the money raised.

Street Ambassador Service

Our Street Ambassadors were well into their stride by BID year 2 – they walked 5,276 miles in the BID area! They spent the year busily helping BID levy payers, resolving over 500 Street Issues and interacting with businesses over 7,000 times.

On top of this, they were a constant friendly face in the city centre for the public. We love this bit of feedback from a member of the public:

My husband and I visited from Sheffield on Wednesday and bumped into three Street Ambassadors. They were extremely helpful, we’d only been in the city five minutes, so this was a great welcome. We had a lovely day out and intend on returning!

If you haven’t met your Street Ambassador or if you need assistance from the team, drop us a line on [email protected]

Vacant Units

BID Leicester worked with Graffwerk to improve the appearance of empty units within the BID area. Launched in May 2019, the Vacant Units project targetted empty shop units and decorated them with inspiring artwork. As well as making the units look more attractive, the artwork is linked together through a trail in order to generate public interest and move footfall around the BID area. See the transformation of the units here.

This is Leicester Guide with Reach PLC

We developed a hotel bedroom browser in partnership with Reach PLC in order to encourage visitors to the city to explore the BID area and experience the variety of retail, food, drink and leisure activities on offer in the city.

Over 120 businesses feature in the This is Leicester guide, and 75% of them are BID Leiecester businesses. 10,000 copies have been distributed to hotels in Leicester.

LoyalFree

BID year 2 was a hugely successful year for the LoyalFree app in Leicester.

Through hard work from the LoyalFree team and the BID Leicester team, we more than doubled the amount of engaged app users in the city. 115 new offers were added to the app, and over 5,000 deals were redeemed by members of the public.

The trails feature launched in 2019 and Leicester trails proved popular, with 44,722 interactions!

We used the interactive trails feature for the first time when we launched the One Giant Leap trail – encouraging customers to download the app and follow our trail of LEGO sculptures around the city. There were over 5,000 QR code scans on this trail – so we plan to integrate LoyalFree into more events in 2020!

We also teamed up with the Visit Leicester team and attended a variety of events in the city over the year – from Bring The Paint, to Leicester Mela, City Festival, Riverside Festival, Diwali and both DMU and Leicester University Freshers events, we encouraged over 4,300 people to download the app in 2019. What a year!

Savings Advisory Service

Our Savings Service with Meercat Associates launched in 2019. The service helps businesses save money on a wide range of services including merchant fees, energy, water, waste and recycling, telecoms, insurance and much more.

in 2019, 39 businesses met with a Meercat representative, and a total of £54,577 worth of savings were realised for BID levy-payers.

The service is still available and free to levy-payers. Download our information brochure to find out more on how you can save money, or get in touch to arrange a meeting.

Business Training

In 2019 BID Leicester ran a series of training sessions in Digital Marketing, Customer Service, Sales, Facebook, Instagram, LinkedIn and Email Marketing.

Over 150 delegates from BID businesses attended these sessions, with 94% giving positive feedback.

We plan to run further sessions on a range of topics in 2020 and will develope an online Business Learning package – see our 2020 projects for more details.

Purple Flag & Night Time Economy

BID Leicester undertook planning and research in 2018 to develop plans for the night-time economy. Over 400 people responded to a BID public survey on Leicester after dark, and we also ran a survey for businesses who operate in the evening.

This information was used to apply for Purple Flag accreditation for the city. Purple Flag status allows members of the public to quickly identify town & city centres that offer an entertaining, diverse, safe and enjoyable night out. The research will also be used to develop practical initiatives that address the needs of people who use the city at night. We’re pleased to say we were awarded Purple Flag status in early 2020! Check our Purple Flag page for information on how we built on this success.

Start-up support

BID Leicester worked with Crowdfund Leicester and Spacehive to help fund business start-ups in Leicester city centre. We pledged £10,000 to contribute towards creative and innovative start-ups and new project ideas that had a positive impact in the BID Leicester area. Click here for more information on how the scheme was set up. 

Projects that were funded from the BID Leicester crowd fund pot included a series of talks from Culture on the Offensive, a Create Leicester event, funding towards a statue of Joe Orton in Leicester and a Global Kitchen event in Leicester. Find out more about these projects on the BID Leicester profile on the Spacehive website.

Christmas 2019

The Christmas in Leicester campaign was run in partnership with Leicester City Council to establish Leicester as a destination to visit for shopping, leisure and nighttime economy during the festive period.

BID Leicester ran the following initiatives to help ensure Christmas was a success for the city.

Park & Ride

Extended Park & Ride service was funded from 9-21 December to help support late night shopping in the city in December. The service, which usually ends at 7pm, continued until 9pm with a buses leaving the city centre to all three park and rides sites at half hourly intervals. There was also an additional Boxing Day service from 10am – 5pm.

LightWeight / Festive Fun in the Square

BID Leicester brought LightWeight installation back to the city for the second year, this time into New Market Square. Together with the free Santa’s Grotto run by Leicester City Council, LightWeight helped to animate the public space as a family destination in the city at Christmas. Over 3,500 people attended across 10 nights.

Christmas in Leicester Guide

The Christmas in Leicester Guide was an A5 cross-fold brochure that featured information about the range of activities in Leicester over the festive period. The centre featured a fold out map of key attractions in the city. 130,000 copies were distributed.

Christmas TV advert

The Christmas in Leicester TV advert was filmed in 2018 to showcase Leicester’s Christmas offer, including ice skating, big wheel, shopping and dining.

Christmas in Leicester TV advert: https://www.youtube.com/watch?v=T8XEpiZ5D5k

In 2019, BID Leicester funded the advert to be broadcast over the Sky AdSmart network from 23 November to 23 December to all households in a 25 mile radius of Leicester.

Independent Leicester

The Independent Leicester Campaign was launched by BID Leicester in 2019 to support promotion of independent businesses and encourage customers to shop local.

Over Christmas the campaign was boosted to raise awareness of independent retailers in the city.

2018-19 Projects

The BID is born!

After a lot of hard work by a lot of people in the city, the first BID Leicester term began on 1 Februaray 2018.

This was the beginning of a long (and sometimes, lonely) process for our Operations Executive, James, who set out on the process to build the BID. He was joined by BID Director Simon in June, and from there they built the full team who were all in place by October 2019. The BID company was set up and both Simon and James completed their Certificate in BID Management qualifications.

They then went out into the city to talk to businesses! From starting in June, Simon had met with over 130 businesses by the end of the year.

Whilst not the most glamourous of time periods, this important preparation period laid the foundation to build on for the 5 year term.

Street Ambassador Service

The Street Ambassador Service was born in September 2018 when our four recruits jumped on board to shape what the role would become. After undergoing vital preparations such as first aid training, their first week on the job included a major public event – the city hosted an England footall international and an offical pre-match fan park!

They quickly settled into the role and in their first few months got 1,729 business interactions under their belts and walked an impressive 1,734 miles in just 5 months!

LoyalFree

2018 saw the beginning of BID Leicester’s partnership with the LoyalFree app. Working together with app founders Jason and Sophie, LoyalFree has 2,273 app users in Leicester at the end of BID year 1.

Purple Flag & Night Time Economy

BID Leicester undertook planning and research in 2018 to develop plans for the night-time economy. We ran a survey for businesses who operate in the evening to gather their views, and got almost 200 responses.

This information was used to start our Purple Flag accreditation process. 

Christmas 2018

The Christmas in Leicester campaign was run in partnership with Leicester City Council to establish Leicester as a destination to visit for shopping, leisure and nighttime economy during the festive period.

BID Leicester ran several initiatives to help the city prosper at Christmas time

Park & Ride

Extended Park & Ride service was funded from to help support late night shopping in the city in December. 31 extra buses operated throughout the busy Christmas shopping period.

Christmas in the Gardens

BID Leicester brought LightWeight installation to the city for the first time as part of Christmas in the Gardens, to encourage people to move from the traditional shopping streets into the Old Town during the festive period.

Christmas in Leicester Guide

The Christmas in Leicester Guide was sponsored by BID Leicester, with 180,000 copies distributed.

Christmas TV advert

The Christmas in Leicester TV advert was filmed in 2018 to showcase Leicester’s Christmas offer, including ice skating, big wheel, shopping and dining.

Christmas in Leicester TV advert: https://www.youtube.com/watch?v=T8XEpiZ5D5k

The advert was broadcast over the Sky AdSmart network to all households in a 25 mile radius of Leicester.

 

 

Over 3 million people were reached by BID Leicester marketing efforts in December 2018, and BID Leicester achieved over 95,000 social media impressions in Q4 of 2018. 

Pin It on Pinterest