CHELTENHAM BID LIMITED

What CHELTENHAM BID LIMITED does

Cheltenham BID Limited is a not-for-profit Business Improvement District (BID) established under UK statutory framework in 2016, representing approximately 800 levy-paying businesses within the defined Cheltenham town centre zone covering High Street, Promenade, Montpellier, and Brewery areas. The organization is governed by a Board of Directors (maximum 15 members under the Articles) with day-to-day operations run by a small staff team of fewer than ten people, currently led by Chief Executive Francesca Inman (joined May 2024, departing end of September 2026). The BID's mandate is to invest collectively funded levies into projects that improve the trading environment of its member businesses, including public realm improvements, events (Jazz Festival, Cocktail Week, Cambray Carnival, BID in Bloom), safety initiatives with Gloucestershire Constabulary, networking and training programmes, and member-only services such as the Cheltenham Gift Card and negotiated discounted parking at Town Centre East and John Lewis CitiPark.

The BID's product surface is service-oriented rather than software-centric. The Discover Cheltenham App provides a digital marketing and content channel for shopping, dining, and activities; the Cheltenham Gift Card operates as both a digital and physical prepaid card where consumers reportedly spend 35% more than the card value, retaining spend in the local economy; the BID in Bloom programme delivers floral displays and planting; safety initiatives include QR-code crime reporting, bike marking events, and the Grot Spot anti-social-behaviour initiative. A partnership with M.Ad Agency brings 25+ Cocktail Week events to the town, and a three-year DEYA Brewery naming rights partnership covers the Jazz Festival arena.

Commercially the organization is funded by mandatory annual levy payments from approximately 800 in-zone businesses, structured as a recurring subscription-style revenue stream with no pricing discretion per member. It supplements levy income through sponsorship deals (e.g., DEYA Arena), gift card float/transaction economics, and negotiated member services (parking permits at £55/month or £645/year at Town Centre East; reduced from £90 to £70/month at John Lewis CitiPark). Distribution is direct: a small BID team plus street ambassadors serve levy payers, while marketing reaches residents and visitors through Facebook, Instagram, LinkedIn, email newsletters, the website, and PR through outlets such as Gloucestershire Echo. The organization has renewed its mandate three times (2016, 2021, 2026) and operates into March 2031 under the current ballot term.

Name

CHELTENHAM BID LIMITED

Legal name

Cheltenham BID Limited

Website

https://cheltenhambid.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Cheltenham BID Limited is a UK Business Improvement District representing approximately 800 levy-paying businesses in the Cheltenham town centre zone, funded through mandatory annual levies and investing in public realm, events, safety, and member services including the Cheltenham Gift Card and negotiated parking discounts.

Ownership category

akta.pro rank

Headquarters

HQ city

Cheltenham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Levy payments from businesses: Cheltenham BID is funded through annual levy payments from approximately 800 businesses within the defined BID zone. The BID invests millions of pounds in projects and services to improve the trading environment for these businesses.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Cheltenham BID Limited is a not-for-profit Business Improvement District that represents approximately 800 levy-paying businesses within a defined town-centre zone, investing collective levy funds into projects, events, marketing, safety, and lobbying to improve the local trading environment. Its member-facing offerings include negotiated discounted parking, the Cheltenham Gift Card, town-wide festivals, environmental and safety initiatives, and networking/training events.

Product overview

Cheltenham BID Limited is a Business Improvement District organization (not a technology company) that provides a suite of services to approximately 800 levy-paying businesses in Cheltenham town centre. The organization does not operate a unified software product or platform. Its services include the Cheltenham Gift Card (digital and physical prepaid card for local spending), negotiated discounted parking permits at Town Centre East and John Lewis CitiPark, town-wide events such as Cheltenham Cocktail Week and Cambray Carnival, BID in Bloom environmental improvements, safety initiatives with police partnerships, and networking/training programmes. The Behind the Brand editorial series profiles member businesses. These services are coordinated by a small team and delivered through partnerships with local authorities, businesses, and event platforms rather than through a proprietary technology product.

Differentiator

Problem solved

Functional benefit

Brands

• BID in Bloom: Floral displays and street planting initiative to enhance the town centre appearance
• Cheltenham Gift Card

Products and services

• Cheltenham Gift Card A digital and physical gift card that keeps spend local within the Cheltenham town centre economy, redeemable at participating BID businesses. Consumers spend on average 35% more than the card value.
• Town Centre East Car Park Permits Negotiated discounted monthly and annual parking permits at Town Centre East Car Park for BID levy-paying businesses at £55 per month or £645 annually.
• John Lewis CitiPark Discounted Parking Discounted monthly season tickets and daily parking rates at John Lewis CitiPark for BID businesses, reduced from £90 to £70 per month.
• Cheltenham Cocktail Week Annual town-wide celebration bringing together bars, restaurants, hotels, and hospitality venues for cocktail-focused events, exclusive serves, and promotional activities to drive footfall.
• Cambray Carnival Annual community celebration event in partnership with No Child Left Behind (NCLB), featuring entertainment, activities, and family engagement to support young people across Cheltenham.
• BID in Bloom Floral displays and environmental enhancement programme featuring hanging baskets, planters, and street planting throughout the BID zone during summer months.
• Safety and Security Initiatives Public safety initiatives including anti-social behaviour reporting, partnership with Gloucestershire Constabulary, bike marking events, QR code crime reporting posters for businesses, and the Grot Spot Initiative funded by the OPCC.
• Networking and Training Events Regular networking events, training workshops, and professional development opportunities for BID levy-paying businesses including Brew & Business sessions, wellbeing activities, and skill-building programmes.
• Town Centre Events Programme Calendar of events including BID volunteering clean-up initiatives, heritage walks, wellbeing sessions, and training workshops available to BID levy business staff.

Quantifiable outcome

• ~800 businesses represented
• +2 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• Cheltenham Borough CouncilcoreStrategic or Co-development PartnerLocal authority partner working with BID on public realm improvements, parking, licensing, and town centre management. Joint initiatives include graffiti removal pilot and public realm engagement.
• Gloucestershire County CouncilcoreStrategic or Co-development PartnerCounty council partner collaborating on infrastructure improvements and economic development initiatives for the town centre.
• Gloucestershire ConstabularycoreStrategic or Co-development PartnerPolice partnership for safety initiatives, tackling anti-social behaviour, street-level crime reporting, and maintaining Purple Flag status.
• Office of the Police and Crime Commissioner (OPCC)coreStrategic or Co-development PartnerFunding partner for safety initiatives including the Grot Spot Initiative to tackle anti-social behaviour and environmental crime.
• Cheltenham SafecoreStrategic or Co-development PartnerPartnership working on safety initiatives, vulnerability training, and anti-sexual harassment training for businesses.
• Cheltenham FestivalscoreGTM or Marketing PartnerLead sponsor of the Around Town programme for Jazz Festival and Literature Festival, bringing footfall and cultural events to the town.
• UbicominorImplementation/ SI/ Consulting PartnerEnvironmental services partner for cleaning and BID in Bloom floral displays.
• Ella's KitchenminorGTM or Marketing PartnerPartnership with Ella's Kitchen for Baby Club screenings at Tivoli Cinema, providing samples and family-friendly content.
• Marketing CheltenhamcoreGTM or Marketing PartnerCollaboration on town-wide marketing campaigns including 'Find Your Happy Place' campaign.
• DEYA BreweryminorGTM or Marketing Partner3-year naming rights partnership for DEYA Arena at Cheltenham Jazz Festival.
• Cheltenham RacecoursecoreStrategic or Co-development PartnerPartnership for racing-themed art trail and community initiatives with Van Hargen Art twin sisters.
• Ecoclean EnvironmentalminorImplementation/ SI/ Consulting PartnerEnvironmental cleaning partner in the Grot Spot Initiative.
• M.Ad AgencycoreStrategic or Co-development PartnerAgency running 25+ Cocktail Week events across UK and Ireland, organizing Cheltenham Cocktail Week.
• Surfers Against SewageminorStrategic or Co-development PartnerEnvironmental partnership for Plastic Free Community initiative and business champion workshops.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bristol City Centre BID: Business Improvement District covering Bristol city centre, representing a similar cohort of retail, hospitality, and F&B businesses through a levy-funded model. Highly comparable mandate and scale, and notably the former employer of Cheltenham BID's outgoing Chief Executive.
• Nottingham BID: City-centre BID delivering business advocacy, events, and place-marketing services funded through mandatory levies from member businesses — directly comparable operating structure to Cheltenham BID.
• Heart of London Business Alliance: Major London BID covering the West End area, representing businesses through a levy model with significant emphasis on public realm, safety, and events — directly comparable governance and service design.
• New West End Company: London BID representing Bond Street, Oxford Street, and Regent Street businesses. Comparable in its focus on retail-anchor footfall, parking access, and member services for high-value businesses.
• Manchester BID: Large UK city-centre BID providing business advocacy, events, and public realm services through levy funding from member businesses. Operates at a similar function to Cheltenham BID at a larger scale.
• Bath BID: BID operating in another historic English spa town with a comparable mix of heritage tourism, independent retail, and hospitality businesses. Closest geographic and demographic comparable to Cheltenham BID.
• Liverpool BID Company: Business Improvement District covering Liverpool city centre, funded by business levies to deliver events, marketing, and safety initiatives — comparable operating model and mandate to Cheltenham BID.
• Destination Chester BID: Business Improvement District covering Chester city centre. Similar heritage-town profile to Cheltenham with a comparable mix of retail, hospitality, and tourism-driven footfall.

Others

• VisitBritain: National tourism agency for Great Britain. Not a BID but adjacent to Cheltenham BID's destination-marketing function, particularly around inbound tourism campaigns and national event promotion.

Broad incumbents

• Marketing Cheltenham: Destination marketing organisation covering the broader Cheltenham area. Operates in the same destination-promotion space as Cheltenham BID but with a wider geographic and tourism-development remit, making it a partial overlap rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CheltenhamBID
• LinkedInlinkedin.com/company/cheltenham-bid-limited
• Instagraminstagram.com/cheltbid

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CHELTENHAM BID LIMITED