At a glance
HOLBA will be the catalyst for positive, tangible change.
In February 2025, Heart of London Business Alliance (HOLBA) will invite property owners to vote on securing £9.7M of direct investment for the Piccadilly & Jermyn Street District. This section provides what you need to know at a glance. For more detail, please explore the rest of the site.
A BID in Piccadilly & Jermyn Street District will secure £9.7M of ringfenced investment, to deliver a robust five-year improvement plan for the district. This ringfenced investment is raised through an annual fixed rate levy.

Purpose
HOLBA will mobilise the business community to tackle current challenges, drive future prosperity and realise its full potential as a place for culture, heritage and commerce.
Pillars & projects
A programme of projects and services will be delivered across five distinct pillars - Shape, Manage, Promote, Advocate and Support. Scroll down to get a glance. Visit the main menu Delivery, benefits & ROI section to read the full programme.

Shape
To shape a resilient, sustainable & investable district that values the role culture & commerce play in its success.
Placeshaping
- Progress the new public realm improvement scheme for Piccadilly & Green Park Gateway with the aim to improve pedestrian safety, accessibility, traffic flow, emissions and drive footfall.
- Complete the £1.9M public realm improvements on Sackville & Vigo Street.
Street improvements
- Address the management and impact of street clutter including dockless bikes and e-scooters.
Evening & night-time economy
- The West End offers memorable and unparalleled evening and night-time experiences. However, the sector has stagnated, and its future is at threat.

Manage
To caretake the streets, keeping them clean, safe & attractive, elevating the experience for everyone.
Safety
- Provide a 24/7 private security team, safer radio network and an online crime reporting system to deter and tackle crime.
- Establish a bespoke West End Crime Reduction Strategy that delivers a multi-agency crime taskforce, CCTV and dedicated policing and enforcement patrols.
Cleaning
- Provide a 7-day-a-week programme of sanitation and pavement washing, removing stains, chewing gum and graffiti.
Management
- Carry out daily street audits, ensuring quick fix rates from agencies.
- Sensitively address rough sleeping.
Sustainability
- Deliver a Net Zero Toolkit including, audits, discounted waste and recycling services and circular economy solutions.

Promote
To curate a programme of standout events, experiences & campaigns that celebrate the area’s illustrious cultural offer.
Events & experiences
- Collaborate with businesses, partners and wider community to programme a bespoke calendar of events and experiences that celebrate the district's rich culture and heritage.
- Deliver a programme of annual festive lights.
Advertising & PR
- Deliver a rolling programme of advertising and PR campaigns via HOLBA's consumer marketing channels: Art of London, Discover LSQ and WestEnd.london, showcasing the district at its best.
Marketing platforms
- Provide dedicated marketing platforms, including a marketing forum, weekly newsletter and venue hire directory.
Employee benefits
- Deliver the Heart of London Club - an employee privilege scheme offering exclusive experiences and discounts.

Advocate
To unite and empower members to protect, defend, and promote shared interests.
Campaign
- Lobby government for business rate reform; tax free shopping; greater policing and enforcement; investment in culture; accessible, reliable and affordable transport; regulation of micro-mobility market and more transparency of net zero targets.
- Collaborate with TfL to establish a new licensing and enforcement regime for pedicabs, having secured primary legislation to regulate pedicabs.
- Campaign for investment to upgrade Leicester Square station, including step-free access.
Planning & licensing
- Address planning and licensing challenges in the district.
A united voice
- Establish a single united and powerful voice for the business community to influence decisions, tackle issues and effect positive change in the district.
Special Area Designation
- Over the next five years, HOLBA will lead a major shift in government’s recognition and treatment of the West End, securing its status as a Special Area for Commerce, Culture and Experience (SPACCE).

Support
To provide exceptional support & services that help members thrive & strengthen the community network.
Business support
- Act as a one-stop shop to deliver business support and a wide range of services to help members save time and money.
Data & insights
- Share area & real estate performance data & insights to support members in making business decisions, forward planning and investment.
Networking
- Facilitate business introductions, networking and partnership opportunities.
Communications
- Provide businesses with relevant information, news and alerts about what's happening in the district.
- Promote volunteering and sponsorship opportunities.
Benefits
A glance at the countless benefits HOLBA brings to Piccadilly & Jermyn Street:
Ringfenced investment & guaranteed additional income
A coherent place plan that delivers on the vision & ambitions of the district
A comprehensive programme of tangible & transformative projects & services
An empowered business community working collaboratively for the collective good
An enhanced area experience, profile & proposition for everyone
A united & influential voice for businesses to drive positive change
Passionate, experienced leadership with an unrivalled track record of success
Partnerships, networks, economies of scale & joint procurement prospects
Opportunities to care & give back to the wider community
Return on investment
A glance at the performance of the Heart of London area over the past 5 years, versus that of St James’s (without a BID). It reveals how HOLBA provides a clear ROI for Piccadlly & Jermyn Street District.
Make your vote count
There is a lot to be gained or lost depending on your vote at ballot.
Key ballot dates
HOLBA both delivers outstanding day to day front line services that keep the West End clean and safe and importantly also assembles leading experts from across different fields to develop strategies to ensure it will have a thriving future as a world class destination.
Tom Athron
Chief Executive Officer, Fortnum & Mason
Go to main menu to download the At a glance leaflet.