SUPPORTING BATH ’ S INDIES
Against a backdrop of Brexit , Covid and a declining city centre we ask ...
How should Bath support its independent businesses ?
At the forefront and least insulated from the challenges of the pandemic , Brexit and a change in consumerism , are the independents ; the cafes , restaurants , pubs , shops and service providers who are the backbone of our town and city centres .
With the disappearance of high street names leaving gaping voids in our commercial centres , independent businesses are having to fight harder than ever .
What can be done to help them as we all , with cautious optimism , look towards a healthier 2022 ? Lindsay Holdoway is Managing Director of HPH Commercial Property based in Bath ’ s Kingsmead Square . As well as HPH being landlord to a host of independent businesses , the company is also located in the heart of one of the city ’ s thriving independent communities . Lindsay believes that flexibility and a strong customerfocus are the key elements to surviving and thriving amidst the perfect economic storm , but reform is also needed in terms of the business rates system .
He said ,“ I think the businesses that have succeeded over the pandemic are those that are relentlessly customer focussed and are prepared to adapt and change .
“ Indies were already facing many challenges before lockdown and many of these have simply increased in importance . From a property point of view the business rates system needs reform and a revaluation to balance the taxation load away from town and city centres towards logistics , fulfilment and online .
“ The autumn budget is only tinkering around the edges . Many opportunities are opening up with the planning system changing last September to include an E class which enables change of use between a much wider variety of uses than was previously the case . This should help with filling empty properties and we are seeing the vacancy rate decline rapidly .”
Whilst Bath is not alone in the difficulties its independents face , other localised issues such as the Clean Air Zone ( CAZ ) and the closure of Milsom Street have been bones of contention for local traders .
Lindsay believes that the CAZ will bring opportunities to improve the public realm but also that joined up thinking is needed in terms of the wider commercial picture .
He added ,“ The CAZ and increasing pedestrianisation is going to be a feature as more outdoor trading space is created and the public realm is improved and activated for the benefit of all users .
“ I think Bath & North East Somerset Council and Bath BID ( Business Improvement District ) need to be clear about their objectives for the quantity and type of visitor they seek to attract to the City . Without the Christmas market this year , good data needs to be collected to see how the retailers and the city generally fares . It may be surprising but either way , for now , Bath is the attraction with the many smaller events and businesses creating a unique offering all around the city .”
Alex Peters is Director of independent , family-owned businesses Green Park Brasserie and Bath Pizza Co . He is an experienced marketer and is a proactive member of the business community continually coming up with new ways to promote his offering and the city ’ s . Bath Pizza Co recently competed at the National Pizza Awards in London with Head Chef Jonah Pole taking 2nd place out of 16 finalists and Bath Pizza Co taking home a UK top 3 ranking . Alex would like to see a more innovative and proactive approach to marketing the city and supporting its independents . He , said ,“ I ’ d love to see more opportunities for young start-up businesses . It ’ s disappointing that there aren ’ t dedicated spaces to allow young entrepreneurs space to kick start a business concept and add fresh ideas to the high street . There is huge opportunity for a city like Bath to be a pioneering space and look beyond its core offering on the high street as other cities have . At the same time , it is staggering that as a UNESCO World Heritage city which is reliant on domestic and international tourism that we don ’ t have a physical presence for Visit Bath or a Destination Marketing Organisation ( DMO ) present in the city . As a business , I want to make Bath an amazing place to live and work and visit . By having a physically present DMO who can support and direct visitors to the city to businesses such as ours and many other independents is critical .”
In order to provide extra support for Bath ’ s independent businesses , Bath Business Improvement District ( BID ) recently launched Indie Bath , a new publication that has been designed to make it easier for people to discover and support the city ’ s independents .
All independent businesses in Bath city centre were offered a free business listing in the publication , and 150 retailers , cafés , restaurants , pubs and bars , hotels , attractions , and professional services businesses are featured in the publication ’ s Indie A – Z . Bath BID Chief Executive , Allison Herbert , said , “ As Bath reopened and we began to welcome people back to the city , we wanted to do our bit to support the city ’ s small businesses . When we asked our Independents ’ Collective how best we could help them , they told us that they wanted a physical guide to indies in the city to allow businesses to promote each other . We are delighted to be able to offer this and hope that people will use the publication as a tool to discover businesses they haven ’ t come across before and be reminded of old favourites .” Dave Dixon is Marketing Director of high street printer Minuteman Press based on Walcot Street . Dave shared his insight and opinion on the current situation . He said , “ As an independently owned local printer we are always encouraged by the number of new indie businesses opening up . We often get to hear about them first as we are one of their first ports of call for signage , branding and other marketing materials . However , we also constantly hear of their struggles , this past year more than ever . It ’ s been very encouraging to hear of the flexibility many landlords have demonstrated , and we have also seen many more businesses wanting to use local suppliers . If we can move to using local suppliers , where possible , by default this would really help boost the local economy .”
Bath ’ s indies have already shown incredible resilience and bouncebackability . Their diversity , character and unique qualities are without a doubt a major draw for the city . Whether it ' s through higher level strategic thinking or through clever marketing , we need to continue to support them in well-thought-out ways as part of the lifeblood of the city .
THE BUSINESS EXCHANGE 2021 9