Shape
St James’s BID will shape a resilient, sustainable & investable district that values the role culture & commerce play in its success.
SWOT summary
The summary SWOT analysis highlights that St James’s District is an exceptionally rich cultural, architectural, historic and culinary place in which to spend time and do business. However, it faces several challenges and threats. To read the full SWOT analysis, visit the main menu HOLBA area SWOT section.
- The St James’s District’s iconic vistas, landmarks, rich and varied fabric, layers of history and architecture all contribute to attracting 16.8M visitors a year and its reputation as a premium location for professional services businesses.
- The current offer and occupier mix is not keeping pace with the latest consumer trends for cultural and experiential activities.
- The district has many agents and public bodies responsible for its management and maintenance. The consequence of this is frequent duplication or gaps in services and resources, as well as conflicting priorities and timescales. The tangible impact is visible across the streets.
- Limited provision for cyclists across St James’s District.
- The considerable opportunities to shape the district include attracting and retaining the pre- and post-theatre and gallery audiences by activating some of the district’s commercial streets with art and cultural experiences.
- A programme of sensitive footway and wayfinding enhancements across St James’s, which reflect the historic character of the neighbourhood while supporting and encouraging safe and sustainable ways to travel, could vastly improve everyone’s experience of the district.
- Expanding buildings retrofit services would build on the success of the Net Zero services available to businesses in neighbouring districts.
- Create a place and public realm plan that reflects the cultural, social, economic and environmental values and aspirations of the district.
- The St James’s District faces significant threats, including climate change, changing consumer tastes, loss of visitor numbers, competition from other visitor destinations and competition to secure investment in its public realm.
- As many as 70% of St James’s District commercial buildings might soon become unlettable due to changes to minimum energy standards ratings. This figure potentially increases to over 80% of all the district’s commercial buildings by 2030 when minimum energy standards are further tightened. The impact of these changes could be damaging if left unaddressed.
- There is currently no economic development strategy or inward investment plan for the West End.
Delivery plan
Over the next five years the St James’s BID will focus on:
- Transforming the public realm
- Enhancing heritage & local character
- Sustainability & net zero
- Economic development
Transforming the public realm
A detailed audit of St James’s public realm identified 24 location-specific opportunities to improve the area.
Over the next five years the St James’s BID will:
- Deliver a programme of public realm schemes that better promote accessibility and experience, reflect the calibre of occupants and embrace the district's distinct character.
For pedestrians
- Address priority street and infrastructure issues to improve crossings, introducing tactile surfaces and continuous crossings at priority junctions, all in natural stone materials that are appropriate for this conservation area.
- Deliver sensitive and appropriate widening of footways to improve pedestrian comfort and accessibility.
- Improve existing lighting and introduce CCTV as part of a West End-wide monitored system, on passages and courtyards.
- Declutter footways to remove redundant street furniture.
- Repair and update the Legible London wayfinding signs along the main thoroughfares.
For cyclists
- Enhance conditions for cyclists, including more cycle lanes, safer lane widths and crossings and improved signage.
Find out more detail about all 24 opportunities including the pedestrian, cycling and public realm proposals and their locations.
Enhance heritage & local character
Over the next five years the St James’s BID will:
- Work with the St James’s Conservation Trust, the St James’s Neighbourhood Forum and the St James’s Piccadilly Church to protect and restore heritage and architectural assets.
- Introduce consistent footway materials across the district. Some streets have a patchwork of surface materials that is not consistent with the historic heritage and character of this conservation area.
- Bring heritage to the forefront, restoring and celebrating historic features and ensuring heritage plaques are visible.
- Restore or repaint existing heritage street furniture.
- Seek to relocate cycle parking, improve the management of dockless bikes moving them away from important historic locations such as St James’s Palace and key pedestrian routes where they detract from the enjoyment of St James’s and are a hazard to pedestrians.
- Where appropriate and possible, provide more trees and greenery to support biodiversity and enhance the experience of walking through St James’s. Historic vistas will be retained and protected.
- Consider Smithson Plaza as an opportunity for cultural activations which showcase and celebrate St James’s.
Sustainability & net zero
St James’s BID will proactively respond to climate change and wider environmental challenges, working with partners including Westminster City Council, the Mayor of London and other Business Improvement Districts to deliver a Net Zero Carbon City.
Over the next five years the St James’s BID will:
- Deliver a Net Zero toolkit and support including energy audits, discounted recycling services and circular economy solutions to support members become more sustainable organisations.
- Expand retrofit services through the St James’s BID one-stop shop, which includes free energy assessments and energy efficiency grants to members.
- Engage St James’s BID members in the HOLBA Sustainability Member Engagement Group, which is a source of support, advice, collaboration and funding opportunities for organisations.
- Promote circular economy principles and inclusivity, such as the donation of digital devices to the London Device Bank.
- Seek new tree and other planting scheme opportunities across the district; create rain gardens to make the area more climate-resilient; and support biodiversity as part of our public realm schemes.
- Promote the waste and recycling preferred supplier scheme, with discounted prices for members and free education programmes, saving members money.
Discover detail about the Net Zero Strategy.
Economic development
The St James’s District will continue to face stiff international and regional competition from other destinations to attract visitors, occupiers and inward investment. Future trends analysis will be harnessed to deliver a coordinated programme to promote St James’s District as an attractive place to invest, a desirable location for office-based businesses and attract occupiers that reflect the quality, unique identity and cultural heritage of the area.
Over the next five years St James’s BID will:
- Develop and promote a compelling narrative for the St James’s District as a place to invest and do business, utilising commissioned economic reports
- Actively seek and promote increased inward investment into the district, stimulating economic activity and safeguarding the area's future
- Amplify awareness of the success and future opportunities within the St James’s District
- Work to remove barriers to growth for example: Engaging with utility companies to ensure reliable & ultra-fast broadband for the district.