Promote
St James’s BID will curate a programme of standout events, experiences & campaigns that celebrate the area’s illustrious cultural offer.
SWOT summary
The summary SWOT analysis highlights the rise of competing destinations and the importance of having a compelling, attractive and accessible offering that celebrates the unique character and heritage of St James’s. To read the full SWOT analysis, visit the main menu HOLBA area SWOT section.
Strengths
- London ranks No.1 in the World’s Top 100 Cities, with 4 out of 5 visitors drawn by London’s culture.
- St James’s offers outstanding heritage, architecture, galleries, public art and knowledge and education.
Weaknesses
- London is heavily dependent on international tourism (84% of the overnight market).
- The loss of footfall and consumer spend in St James’s may affect the viability of the district’s hospitality businesses and the cultural sector.
Opportunities
- There is an opportunity to engage cultural and educational organisations and artists to activate and promote the existing galleries and auction houses of St James’s.
- Extend the West End’s established Arts and Culture Strategy to bring businesses and institutions together to celebrate art in suitable places, such as Smithson Plaza.
- The academies in St James’s, in particular the research and lecture series, are an opportunity to enrich people’s lives.
Threats
- There is increased competition from other destinations locally, nationally and internationally.
Delivery plan
Over the next five years the St James’s BID will focus on:
- Employee benefits scheme
- Events & experiences
- Marketing & PR
Employee benefits scheme
Over the next five years the St James’s BID will:
- Encourage businesses to take advantage of the Heart of London Club employee privilege scheme to showcase their offer to over 3,000 West End employees.
- Grow employee participation in the scheme, which offers exclusive discounts, offers, giveaways and experiences.
Events & experiences
Over the next five years the St James’s BID will:
- Collaborate with galleries, societies, academies, institutions and the wider community to programme a bespoke calendar of events and experiences that celebrate the district's rich culture and heritage.
- Form a St James's Arts and Culture Steering Group to foster community, collaboration and strategic guidance.
- Deliver a programme of art, architecture, heritage trails, installations, and cultural events that connect partners, attract diverse audiences and align with London’s cultural calendar.
- Prioritise delivering free art and culture experiences to all, contributing to making art accessible for everyone.
- Deliver experiences for visitors to enjoy including Art of London and Art after Dark, and to work with businesses to help them maximise footfall and spend.
- Extend the Art After Dark Gallery Hop to create even more reasons for enthusiasts and the curious to spend an evening discovering galleries which offer unique events curated for the occasion.
- Support businesses in curating a bespoke lighting programme across the commercial streets.
Marketing & PR
Over the next five years the St James’s BID will:
- Deliver a rolling programme of advertising and PR campaigns to attract international audiences, whilst also promoting the area to employees, residents and domestic audiences showcasing the district as its best.
- Leverage the West End's arts and culture programme alongside destination marketing to target and attract increasingly diverse visitor audiences.
- Present St James’s cultural, learning and knowledge experiences as a comprehensive package by collaborating with its world-class institutions and independent galleries.
- Deliver integrated campaigns with London-wide partners, as well as international campaigns with London & Partners.
- Promote the area as the “go-to” destination for visitors seeking authentic cultural, educational and luxury experiences.