Ballot 2022-2027


When we last set out our Business Plan for you, nobody could have foreseen the events that were coming our way. The last two years have transformed us all and our organisation, as the West End faced what was arguably the most challenging period in its history.

Ros Morgan
Chief Executive

The pandemic threatened the very existence of our area, and although it highlighted many of the West End’s great strengths, it also brought the weaknesses into stark focus. Heart of London’s leadership has become more crucial than ever before as we shifted towards ensuring the survival, the reopening and now the recovery of London’s West End. But the West End has survived and it will come back stronger – and to that end, we have designed this five-year plan to lead us out of crisis and into a prosperous recovery.

I invite you to read our Business Plan 2022-2027 and vote for a further five years of dedicated investment in the area.

If you have any questions, queries, or comments, please use our member support service to book in some time to meet with the team.


Every five years we undertake a mandatory ballot where we ask you, our members, to vote on our vision for London’s West End. Our vision and five-year plan is to protect and promote the cultural and commercial wellbeing of the Heart of London area on behalf of our members.

Our upcoming ballot will open on 3 February 2022 and another ‘YES’ vote will allow us to deliver on our 2022-2027 Business Plan. A vote in favour of the Business Plan, is a vote to invest in our area, now and into the future.



Securing the future of London’s West End 2022-2027


What We Do


We will regenerate the area and attract investment, ensuring the West End is worthy of its world-class status now and into the future.

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We will deliver standout cultural experiences that deliver tangible results, showcasing the West End as the world’s most iconic cultural destination.

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We will create a sustainable environment that is clean, safe and well-managed, elevating the experience for our world-class.

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We will protect, defend, and promote our members’ interests by listening and campaigning on the issues that matter most.

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We will empower, inform and raise your profile, providing a one-stop-shop for support and services.

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Heart of London Business Alliance serves as a voice for 500 businesses and 100 property owners in the Piccadilly & St James’s and Leicester Square & Piccadilly Circus areas.


Make your vote count

Vote for a further five years of dedicated investment in the area

1. Notice of ballot issued on 20 January 2022

2. Ballot papers distributed on 3 February 2022

3. Ballot paper returned 5pm, 3 March 2022

4. Ballot result announced on 4 March 2022

Following a successful ballot, we will begin the term on 1 April 2022.



Leicester Square & Piccadilly Circus Occupier BIDs



Piccadilly & St James’s Occupier BIDs



Leicester Square-Piccadilly Circus and Piccadilly & St James’s Occupier BIDs

Available Soon


A BID is a business-led and business funded body formed to improve a defined commercial area.

Since 2004, Heart of London Business Alliance has served as an independent voice for over 500 businesses and 100 property owners across the Piccadilly, St James’s, Haymarket, Piccadilly Circus, Leicester Square and St Martin’s areas. Our purpose is to support the commercial well-being of the businesses and organisations we represent, and ensure our areas remain integral to London’s West End offer as a place for people to visit, live, trade and work.

We are a business-led organisation, with a two-decade track record of delivering tangible results by transforming the area for the better, putting it on a global stage, and making our businesses more economically resilient and secure.

We’re here to make a difference. We’re here to shape a world-class West End.

  • A BID seeks to provide greater strategic context for business, galvanise the business community, statutory authorities and wider stakeholders behind a common vision for the district, and generate an enhanced income stream that benefits the whole area in terms of service provision.

  • A strategic approach with clear leadership
  • Return on investment
  • A more effectively managed and sustainable district
  • A destination of choice for visitors and businesses alike
  • Effective engagement with the wider community

  • BIDs are not-for-profit, business-led organisations that work independently from the Council. The services provided are in addition to the existing Council services and we work closely with Westminster City Council to deliver the best solutions for the businesses and the area.

  • Governed by Government legislation and regulations, BIDs are statutorily established once voted for by the majority of businesses in an area and have a maximum term of five years before returning to their electorate for renewal. Once a majority vote had been achieved, a BID levy becomes mandatory on all defined ratepayers. The ballot needs to satisfy two tests – a majority in number of those voting and a majority in proportion of rateable value of those voting.  The BID levy can only come into effect if these two tests are met. The BID levy is then applicable to all eligible businesses. To ensure neutrality, the BID ballot is administered by the Council Returning Officer and their electoral services staff. It will be arranged in line with the rules set out in the BID regulations (2004) as approved by Parliament. All eligible businesses in the proposed BID area will be entitled to one vote per hereditament. Some businesses occupying more than one hereditament within the area may therefore be entitled to more than one vote.

  • BIDs are driven by individual businesses and their collective voice.  Heart of London Business Alliance seeks the participation of the business community to help shape the future wellbeing of the area it represents, businesses are invited to take part in the engagement programme and make their view known.
  • Heart of London would welcome your involvement and can be contacted at

If your question is not listed, please contact