London Business Alliance unveils five year plan to help West End "thrive"

Non-profit organisation the Heart of London Business Alliance (HOLBA) has revealed its five year plan to help the West End recover from the pandemic and thrive. 

HOLBA, which serves as a voice for 500 businesses and 100 property owners in the Piccadilly and St James’s, and Leicester Square and Piccadilly Circus areas, has outlined 40 potential projects as part of its strategy, five of which are of "immediate priorities" designed to "preserve and enhance the unique character of the central London area."

A key focus for the project, named The West End 2027, will be the development of public spaces, including the transformation of Green Park to make it more accommodating to Piccadilly visitors, and St Martin’s Lane and Sackville Street. Charing Cross Road is further to be transformed into a tree-lined boulevard to accommodate the estimated 80% increase in people arriving to the area via the Elizabeth Line.

HOLBA has also suggested building of a new Arts Quarter in the network of small streets behind the National Gallery, Leicester Square and Piccadilly Circus, which is anticipated to bring forward £1 billion of investment as development opportunities come forward.

HOLBA's members have to opportunity to vote on the proposals until the 3 March, with results announced on 4 March.

Ros Morgan, Chief Executive, Heart of London Business Alliance, said: “Central London is renowned for being the commercial and cultural heartland of the UK and our purpose is to protect and promote it on behalf of our members, cementing it as the greatest city in the world to live, visit, work, trade and invest.

“We have grown not only in terms of the area we cover and businesses we represent but also in terms of our influence and ability to effect positive change. While we are a not-for-profit organisation, we operate with commercial acumen and relentlessly pursue excellent returns for our members.

“We are committed to ensuring the West End comes back from the pandemic even stronger than before. Part of our strategy includes bringing culture onto the streets and integrating art into the built environment, which is based on the idea that it will be more important than ever to have spaces in the West End that people want to come back to, particularly as footfall from workers and tourists picks up.”