BUSINESS IMPROVEMENT DISTRICT BUSINESS IMPROVEMENT DISTRICT Dún Laoghaire Business Improvement District (BID) Proposal Information Pack
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BUSINESS IMPROVEMENT DISTRICT Contents Why this project is important... 2 What is a BID and what is the BID area? 3 Why we need a BID in Dún Laoghaire 4 What are the BID Projects? 5 FAQ 8 Why Vote Yes? 12 1
Why this project is important... In early 2013 a partnership of local businesses and stakeholders came together to form a Business Improvement District Task Force. We believe that in these challenging economic times the businesses in Dún Laoghaire need to come together and work with each other to strengthen what our town has to offer. Dún Laoghaire BID is here to work for you and with you to improve the footfall in our town, to attract more businesses to Dún Laoghaire and to secure a long term sustainable model for the management of our town. BIDs are business-led and provide you with the opportunity to have your say on the delivery of projects that will make a tangible difference to your business. Over the next 5 years the BID will bring in almost 1.6 Million of additional investment - which will be provided through a sustainable business model run by the businesses/stakeholders in the BID area. This investment will help to increase the footfall, and will lead to a much improved environment for your customers and your staff. standing still is not an option If we, the business community, do not get behind this proposal then we miss this much needed opportunity - to ensure that Dún Laoghaire fulfils its potential and to provide the best experience for our customers, staff, and residents. Deciding whether to vote for the BID is your choice, and in order for you to make the right choice for your business, we suggest you read this document to ensure you make an informed business decision on how to exercise your vote. businesses pooling resources 2
What is a BID and what is the BID area? A Business Improvement District (BID) is a defined area within which businesses pay a membership fee (BID Levy) in order to fund projects within the BID s boundaries. In other words: Our BID is an opportunity for Dún Laoghaire businesses to pool their resources, agree activities and make them happen. The boundaries of the Dún Laoghaire BID can be seen below: ADELAIDE STREET ALBERT TERRACE ANGLESEA BUILDINGS ANGLESEA PLACE BLOOMFIELD SHOPPING CENTRE CHARLEMONT TERRACE (CROFTON RD) CLARENCE STREET CLARINDA PARK NORTH COAL HARBOUR (DUN LAOGHAIRE) CONVENT LANE CONVENT ROAD DUN LAOGHAIRE CORRIG AVENUE CROFTON AVENUE CROFTON ROAD CROFTON ROAD CHARLEMOUNT TERRACE CROFTON TERRACE CROSS AVENUE DUN LAOGHAIRE CUMBERLAND STREET DUN LAOGHAIRE SHOPPING CENTRE DUNGAR TERRACE DUNLEARY HILL EBLANA AVENUE GEORGES PLACE GEORGES STREET LOWER GEORGES STREET LOWER ST HELens COURT GEORGES STREET UPPER GEORGES STREET UPPER (ADELPHI CENTRE) GEORGES STREET UPPER (ANGLESEA BUILDINGS) GLENAGEARY ROAD LOWER GRESHAM TERRACE HADDINGTON TERRACE HAIGH TERRACE HARBOUR ROAD DUN LAOGHAIRE HARBOUR SQUARE (CROFTON RD) HARDYS LANE JETTY&HARBOUR LIBRARY ROAD MARINE ROAD MARINE TERRACE MELLIFONT AVENUE MULGRAVE STREET (as far as Cross Avenue) NORTHUMBERLAND AVENUE OLD DUNLEARY PARK LANE PARK ROAD DUN LAOGHAIRE PATRICK STREET DUNLAOIRE QUEENS ROAD ROYAL MARINE ROAD SALTHILL PLACE ST HELens COURT ST MICHAELS PIER STONEVIEW PLACE SUSSEX STREET WELLINGTON STREET DUN LAOGHAIRE WEST PIER DUN LAOGHAIRE WINDSOR TERRACE YORK ROAD DUN LAOGHAIRE 3
Why we need a BID in Dún LAOGhaire In order to bring Dún Laoghaire to the next level and to create much needed growth and employment, the retail and business sector needs to be strengthened. The proponents of the Dún Laoghaire BID are convinced that this can only be achieved through the creation of a Business Improvement District in Dún Laoghaire. As part of the BRAND Project the UCD Marketing Development Programme was approached by the DLrcoCo to investigate the Behaviour and Attitudes Towards the Retail and Service Offerings in the Town of Dún Laoghaire. The study was carried out twice in 2010 and 2013 - to compare the results and to identify trends. The main findings from the study are: In 2010 30 percent of the people interviewed stated that shopping was the main reason for coming to Dún Laoghaire. In 2013 less than 10 percent of the respondents cited this reason. Leisure is now by far the main reason for coming to Dún Laoghaire (2013: 31%; 2010: 21%) The average spend per visit to Dún Laoghaire has reduced by 5 since 2010 to 32. Dún Laoghaire remains the most frequented place for the interviewees to shop for groceries (22%). However, Dublin city centre remains the most popular place for clothes (41%) and specialised services (36%). The perception that other destinations are better in terms of range of goods/services grew with 75% of the people interviewed answered that other shopping destinations had a better range. The seafront and its amenities (including Restaurants and Cafes) are now being considered as Dún Laoghaire s main asset. All these findings support our view that the creation of a Business Improvement District that focuses on the improvement of the retail offering and the increase in footfall will be crucial for the fate of the town. 4
What are the BID Projects? The key objective of the BID scheme is to develop and implement a series of new and additional initiatives that are designed to both further promote and improve the trading environment and create footfall for the area within the BID boundary in which the ratepayers operate their businesses. It will also improve the image of Dún Laoghaire from the perspective of new businesses and improve the quality of life for residents and workers in the BID area. The following initiatives are designed to promote Dún Laoghaire as Dublin Bay s cultural and leisure waterfront experience - a great place to shop, work, be entertained, live and visit: A. Driving Footfall: Shop in Dún Laoghaire B. Open for Business: More retailers and businesses for our town! C. Events and Festivals D. Cost Saving Initiatives A. Driving Footfall: Shop in Dún Laoghaire Dún Laoghaire has a lot to offer. Through BID we will be able to kick-off a marketing and public relations campaign with the sole purpose of bringing more customers into our town. The elements of the campaign will be: Shop in Dún Laoghaire posters and advertisements: o On Buses, bus shelters, Dart o Signs on the Pier o Signs throughout the town Tap in to the footfall on the pier and bring them into town through o Shop in Dún Laoghaire Ambassadors handing out vouchers o A display of the businesses in town on the pier Website and App: Shop in Dún Laoghaire PR Campaign highlighting the positive aspects of shopping in Dún Laoghaire, shop profiles in local newspapers Introduce a Smart Traffic Management & Parking App to improve people s knowledge of parking availability in Dún Laoghaire. Initiative to reduce parking charges. 5
B. Open for Business: More retailers and businesses for our town Dún Laoghaire is open for business. Through BID, a co-ordinated policy of liaising with landlords and estate agencies, and connecting them to businesses and people who wish to establish a retail presence in Dún Laoghaire will be a multi faceted positive development for everyone in the town. With BID carrying the cloak of business positivity and action, it is reasonable to expect a greater level of consideration to be given to Dún Laoghaire. More and more retailers have expressed their disappointment and concern regarding the wellbeing of Ireland s many towns and cities dotted around our nation. While there are many reasons for the deterioration in the wellbeing of our towns and cities, what is clear is that if some simple shopping centre principles were to be applied in our town and city centres, the future of our towns and cities would enjoy a marked improvement. Retail Excellence Ireland s Town and City Management Framework To manage a town as a shopping centre will mean being more responsive to consumer preferences; more coherent as a retail entity in terms of shopping hours, special offers and events; and more consistent in design and branding of the town as-a-whole. It also means that the BID company can actively pursue new retailers and promote a healthy retail mix and make our town more attractive as a shopping destination. Dún Laoghaire Town is also home to a large number of office-based companies. The offers and services in the town will be managed to suit the needs of the local employers and employees. The town is also a transport gateway and a tourist destination which will require BID to manage the needs of commuters and tourists. 6
C. Events and Festivals BID proposes developing a protocol involving digital activity, local advertising and public relations to efficiently reach relevant target audiences for the myriad of activities available every week. The additional revenue which can be generated from this extra footfall can be considerable. Christmas Festival, Bloomsday, Summer Festivals The Christmas Festival is intrinsically important to anyone involved in the world of retailing. Essential to any success is the provision of an appropriate Christmas Atmosphere lights, Santa s Grotto, amusements, fireworks, parades, and outdoor markets which is highlighted in the media through the usual channels. The provision of these supports require significant investment and logistical organisation, which needs to be provided on a professional basis, locally to ensure that Dun Laoghaire optimises it s return on what is a substantial investment. BID can provide this infrastructure very effectively which can be replicated, to a greater or lesser extent, for the other local events we host, such as Bloomsday, Food Festivals, new maritime festivals and the many international sailing events that now visit the harbour area. D. Cost Saving Initiatives In order to delivering cost savings Dún Laoghaire BID will: Provide businesses with the opportunity to participate in collaborative procurement, enhancing purchasing power; Investigate jointly procured services for trade waste, recycling, utility and insurance bills; Offer free Wifi for our customers and visitors and business Wifi solutions at substantially lower costs to the businesses in the BID area. 7
FreQUently asked questions How do we vote? A Business Improvement District can only come into existence if it is approved in secret ballot. Of those that vote, over 50% must vote in favour. If the businesses give this approval, the BID is funded by a compulsory levy based on the rateable value of all eligible businesses within the defined area. When will we vote? The plebiscite is organised by the County Council. The County Manager will appoint a returning officer who will organise and oversee the voting and counting process. Each ratepayer as per the list of rateable properties will receive a ballot paper by post. The ratepayer can return the ballot by post or by placing it in the ballot box available in County Hall. The count takes place in the presence of An Cathaoirleach. The plebiscite is administered according to regulations published by the Minister of Environment in Statutory Instruments No. 166 of 2007, and will take place in mid November. How much is BID going to cost me? THE BID LEVY IS FULLY TAX DEDUCTABLE. The BID Formula/Calculation is the same for every ratepayer. The Formula is: Rateable Value of Property MULTIPLIED by BID Multiplier (0.0052) - BID Levy Typical examples based on the 2013 DLRCoCo Statistics Rateable Gross Business Annual Value of Rates Bid Property Payable Levy 5,000 833 26 10,000 1,666 52 15,000 2,499 78 20,000 3,332 104 40,000 6,664 208 60,000 9,996 312 80,000 13,328 416 100,000 16,660 520 200,000 33,320 1,040 350,000 58,310 1,820 500,000 83,300 2,600 2,000,000 333,200 10,400 8
I ve received a BID Levy invoice, do I have to pay? Yes; all businesses/organisations within the BID Area will receive the BID Levy invoice for the initial year of the BID and are required to pay their BID Levy in full, by the instalment date noted on the BID Levy invoice. Your BID Levy invoice is being collected by Dún Laoghaire Rathdown County Council on behalf of Dún Laoghaire Business Improvement District (BID) Limited and all BID Levy payments will be transferred, in full, to Dún Laoghaire Business Improvement District (BID) Limited to fund the range of projects/initiatives detailed in the Dún Laoghaire BID Business Proposal. I am a new business/organisation to Dún Laoghaire; do I have to pay the Levy? Yes, all businesses/organisations that pay business rates for premises within the BID Area are liable to pay the BID Levy, including all new businesses/organisations that move into the BID Area during the initial five-year term of the BID. If I leave the BID Area, can I get a refund? Businesses and organisations that leave premises within the BID Area will receive a refund for the remainder of the BID Levy Period that they will not be liable for because they no longer occupy the premises in question. If a business/organisation then moves to other premises within the BID Area, they will be liable to pay the BID Levy in respect of the new premises, which will be apportioned and calculated on a daily basis. Can you guarantee my money will be spent locally? Yes. The money does not go to Central Government. Funds are held by a BID Company made up of business representatives and are only for the projects agreed and voted for by the participating businesses in line with this proposal. 9
What is the BID budget Every year, over the next 5 years 300,000 annually will be spent on our campaigns Shop in Dún Laoghaire, Open for Business and events. Will the Dún Laoghaire BID replace services being delivered the local authority? No; the Dún Laoghaire BID will not be delivering any services that are currently being delivered by the local authority. All projects and initiatives that will be delivered by the Dún Laoghaire BID are additional to the services provided by the local authority. Also, the BID will not be adopting any special powers or authority from the local authority. How can businesses/organisations get involved with the BID? As delivery of various projects commence, the BID team will engage with businesses and other stakeholders. There will be opportunities for businesses to be involved with the BID through membership of sub-groups for each of the main projects. When will the BID be operational? It is expected that the BID scheme will be in operation by Quarter One 2014 and will last for a 5 year period from the commencement date agreed by DLrcoCo Elected Representatives and the proponents of the Dún Laoghaire BID. What is the Corporate Structure of the BID? The Dún Laoghaire BID Company Ltd will be incorporated/ established as a non-profit Limited Company for the purposes of implementing, managing, administering and renewing the BID scheme. For the first year of operation, an interim board will manage the affairs of the company pending election at the next AGM of the Company. 10
THE PEOPLE INVOLVED The interim board are as follows: Standing Committees: Chairman: Don Mc Manus Company Secretary: Martin O Byrne Company Treasurer: Michael Tierney Board Members: Ashley Sheridan Yvonne Anderson sean O Loughlin Nominees County Manager County Council TBC County Council/Elected Representative TBC Board may co-opt up to a maximum of 4 non-voting Directors Strategic partners Representatives of Business or Trade Associations Government or Semi-State Bodies Third Level Educational Colleges Local non-profit organisations Chairperson of Residents Groups from within the BID The DLR Chamber of Commerce Other relevant Bodies Marketing & Promotion Festivals Retail and Business Attraction Hospitality, Leisure, Tourism and Museums Antisocial Behaviour Technology, WIFI and other Capital projects & Improvements Parking Improvements Local Community Funded Projects The Board will establish the above Standing Committees who may coopt non-voting members to serve on the individual committees. BUSINESS IMPROVEMENT DISTRICT 11
WHY VOTE YES PROMOTE SHOPPING IN DÚN LAOGHAIRE AND IncreASE FOOTFALL ATTRACT MORE RETAILERS AND BUSINESSES IN TO OUR TOWN CREATE A SUSTAINABLE MODEL OF TOWN CENTRE MANAGEMENT DELIVER YEAR-ROUND EVENTS AND CAMPAIGns TO PROMOTE THE TOWN BE AN INDEPENDENT BUSINESS-LED ORGANISATION RUN FOR LOCAL BUSINESSES BY LOCAL BUSINESSES TACKLE THE ISSUES OF RATES, TRAFFIC MANAGEMENT & ANTISOCIAL BehAVIOUR ENABLE COLLABORATIVE WORKING TO ACHIEVE COST SAVINGS TO INDIVIDUAL BUSINESSES EMPOWER BUSINESSES BY ENSURING THAT THE BUSINESS VOICE IS HEARD 12
focus on anti-social behaviour, making for a better experience 7