WHY DOES MINEHEAD NEED A BID?
Competition and challenges exist for a town such as
Minehead is a charming Edwardian seaside town located on the
beautiful south west coastline at the start of the dramatic South West
Coast Path. Home to a large Butlins Holiday Village situated about a mile
from the town centre which attracts thousands of visitors a year.
Minehead has strong assets and opportunities – its stunning mile–long
seafront, pretty harbour, boating heritage combined with the charm of
the town, its Edwardian and Victorian architecture, attractive Blenheim
Gardens at its heart and the wealth of small independent businesses in
It is felt though that Minehead is currently undersold, when added to the
future for retail which is by no means secure in the face of online
shopping and with Local Authority cuts mean that the public purse can
no longer fund marketing and promotion as it did in the past.
SO WHY A Business Improvement District (BID)?
A BID Scheme Is An Innovative Way For Businesses, Like Yours, To
Work Together To Design, Plan, Manage, Deliver And Pay For A
Business Plan That Reflects Your Priorities To Take Minehead
Forward Over The Next 5 Years.
As a business owner in Minehead you know better than anyone else
what needs to be done to improve the trading environment in the town.
You have told us what you think should be the priorities during the
consultation process and the business plan we have created reflects
those priorities. Now the BID has been voted on and approved the BID
Company managed by 8 Directors voted by businesses in the town will
aim to deliver those priorities.
EVENTS – ‘Let’s put the buzz back into Minehead’
Within the first 3 years Minehead BID will introduce an annual event to
raise the profile of Minehead as a destination and attract footfall from
the region and beyond. This could include for example, a Vintage
weekend – turning back the clock to Minehead’s heyday as a holiday
resort in the 50’s or a high-profile themed festival.
Enhance the Christmas Experience in Minehead.
Enhance, develop and deliver an annual programme of events for the BID
area throughout the year. This will be done independently by the BID and
also in collaboration with other organisations by supporting and
piggybacking on existing events to make them more effective and
relevant to all BID businesses. These events will include the key trading
times of the year, as well as seeking opportunities to drive footfall at
quieter times e.g. night markets, themed events, trails and competitions.
Enhance customer experience of the BID area through a range of quality
street entertainments and activities.
Develop a coordinated programme of all activities in the town so that
customers can find all the information in one place.
MARKETING – ‘Let’s shout about Minehead and its wonderful assets’
Minehead BID will develop an effective promotional plan that delivers a
range of effective quality campaigns that visibly raise the profile and
awareness of the BID area across the region and generates an increase in
Prioritise the use of digital marketing as a means of promotion and
Contributing content to a comprehensive Minehead website for
consumers, giving full information about Minehead events, offers,
activities and a discounted, enhanced listing in a directory of all BID
businesses, to include pop-up webpages for all BID members. Businesses
outside the BID area will also be able to buy a listing at a commercial
Investigate the introduction of Wi-Fi across the BID area to ensure all
digital platforms are available to customers to include BID members’
special offers delivered via a smartphone or other mobile devices.
Active use of social media platforms to regularly engage with, and
communicate to consumers
Building up an e-mail database to communicate news, offers and events
throughout the year.
Working in partnership with the Enterprising Minehead project the BID
will introduce a Customer Service training scheme to encourage first-rate
customer service so customers feel welcome and encourage them to use
the town rather than the Internet or competing destinations.
Aim to achieve ‘Coach Friendly’ status for the town within the first 3 years
of operation. To encourage coach companies to use Minehead as a first-
choice destination in West Somerset.
Work with professional agencies to support digital marketing with
traditional promotional activities such as pro-active PR with the media
and above and below-the-line PR.
Work more closely with Butlins, to maximise opportunities to increase
customer activity in the town.
Work with Local Authorities to improve the way-finding and signage
around the BID area
Work with commercial property agents to compile a promotional pack
for potential investors and a ‘live’ list of premises available and match to
potential occupiers. Provide statistical evidence to potential buyers and
tenants potentially through the introduction of footfall cameras to
measure the numbers of people using the town, car park usage figures,
shopper trends etc.
Look to introduce a parking initiative to encourage shoppers to extend
the trading day, this will help both the retail and hospitality sectors.
PUBLIC REALM – ‘Maintaining what we have and enhancing what we
Work with other partners to achieve a clean beach award for Minehead’s
wonderful beach and shoreline to encourage residents and visitors to
appreciate and enjoy a day at the seaside.
Look to introduce a ‘quick response’ relationship with Local Authorities
on environmental and maintenance issues to tidy up problem areas,
remove graffiti and fly tipping.
Dress the empty shop units with colourful vinyl installations. Install
temporary art exhibitions and encourage pop-up shops and temporary
uses for vacant shops.
Look to increase the provision of public seating through joint purchasing
Over the BID term working with partners to become a Britain in Bloom
REDUCE COSTS FOR BID LEVY PAYERS
BIDs also provide a great opportunity for businesses to reduce their
costs by cooperating to negotiate better rates for utility bills, trade waste
and insurance premiums.
Minehead BID has a relatively small budget, limited resources and an
ambitious delivery plan. It is important that the company works in
partnership to deliver this scheme. It needs to be selective about the
schemes it funds and supports. BID activities need to prove very tangible
and evidence- based benefits for its members.
It is easy to be side -tracked into supporting initiatives that are not in the
BID plan and are not necessarily of benefit to those who are paying the
The BID plan is the company’s blue print for delivery. It is the document
by which the BID company will be judged. This will be extremely
important when it comes to developing and canvassing for the next BID
It is also important the BID is seen to be innovative and rather than just
adding value to what has been delivered in the past. Communicating
what has been done by the BID is critical, all too often BID activities get
subsumed into “That’s what the council does”. The BID needs to ensure
its brand is obvious and clear on all it does.
The Minehead BID Plan pledges to:
Have more questions?
View our FAQ’s page here
HOW WILL THE BID BE MANAGED?
The BID process was led by Minehead Chamber of Commerce in
conjunction with West Somerset Council. Following the successful BID
ballot in April 2018 a formal BID company was set up in July 2018 to
implement and deliver the BID proposals. The managing Board of this
company is made up of members of the participating businesses, and as
with any Board, members were appointed or elected based on their
skills and the contribution they can make to the company and the
development of Minehead.
HOW WILL THE EXTRA SERVICES BE FUNDED?
It will cost a very small % of your rateable value; the Minehead BID
levy is set at 1.5%.
Therefore if your business’ rateable value is £20,000 then you would pay
an extra £300 per year. All this money will be ring-fenced to deliver the
business plan, it will be used to encourage more funding to match it so
the pot of money grows. Only businesses in Minehead with a rateable
value in excess of £3,000 will be included in the scheme.
Distribution of rated premises by number and rateable value
Minehead BID levy set at 1.5%