Downtown Achievement Awards 2013

Submission from Heart of London Business Alliance on behalf of the Leicester Square Strategy Board

A holistic transformation of Leicester Square

Making the case for a new Leicester Square

• Leicester Square: global icon, gateway to London, visited by millions

• Steeped in history, heritage and tradition

• A never sleeping, always changing, world-famous entertainment and leisure venue

With

• A vibrant, multi-cultural mix of visitors and residents, business and leisure activity

The challenge

• How to bring Leicester Square into the 21st century without losing this unique identity

• Improve perceptions of the area among locals and visitors

• Identify stand-out factors which would secure our competitive edge over other world cities

• Manage growing visitor numbers, stretching demands and anti-social behaviour

• Counter decline in over-used, under-invested public areas and services

And

• Have all of this delivered in time for the London 2012 Games and Queen’s Diamond Jubilee

Our vision for the new Leicester Square

• A revamped and reinvigorated international landmark: transformed not tinkered with

• World-class destination with stand-out characteristics

• Combining contemporary design with 400 years of history

• Best-practice in partnership, innovation and delivery

• Attractive for business as well as leisure

• Delivered through a truly holistic management plan addressing governance as well as physical space

The Leicester Square Management Plan

• A ground-breaking partnership: Heart of London Business Alliance; Westminster City Council; Transport for London; major landowners: Gascoyne Holdings, Soho Estates, Old Park Lane Management, Edwardian Group

• £15.3m investment, ambitious 17 month timetable

• Collaboration with award-winning architects Burns and Nice

• Three-pillar, holistic transformation: physical, functional, management

• Integration of heritage and values with ultra-modern design, flexibility and sustainability

Transformational design

Fundamental physical change

• Contemporary design draws on history Revival of Shakespearean fountain

• Modern functionality plays up Britishness Archetypal English lawns Mature London Plane trees State-of-the art lighting

• Innovative landscaping creates sense of space 200m ribbon bench encourages rest and

contemplation Granite pavement enhances space

• Signposting enhances visitor experience

Functional change

Enhancing the user experience

• Renewed focus on al fresco dining ‘Long line of eateries’ initiative Extending activity into side streets to

provide quieter oases

• Refreshed, buzzing atmosphere which appeals to all ages

• An eating and drinking experience and leisure spot unmatched in London

• Improved location for major events and film premieres

Good governance

Overhauling our management strategy

• Focus on team: drawing on expertise from the local authority to Transport for London

• New specialist street teams keep the area safe, clean and enjoyable

• Wardens tackle ticket touts, waste collection and vandalism

• Traffic marshals manage busy roads, protect pedestrians and assist drivers

• West End Ambassadors present a warm welcome to visitors and support local businesses

Results that speak for themselves

• 5% increase in footfall – reversing downward trend

• 91% footfall increase on Queen’s Jubilee Bank Holiday

• 4.8% increase in food and beverage sales

• 14.2% fall in reported crime

• 25% increase in planning applications

• Three new hotels; 2 restaurants, new casino, retailers

• Significant inward investment from existing businesses

But don’t just take it from us

“This is a wonderful improvement. You’re already seeing this being rewarded by investors coming in and building new hotels, opening new restaurants…creating hundreds of jobs in the city.”

Boris Johnson, Mayor of London

“This ambitious regeneration project has breathed new life into the square and has given it a vibrant new feel...”

Cllr Robert Davis, Deputy Leader, Westminster City Council

An award-winning transformation