GUEST COLUMN:
Carolyn Brownell
Executive Director
FOR Cardiff
This year, Wales celebrates 20 years of Business Improvement Districts (BIDs)—a moment to look back, reflect on how far we’ve come, and consider what’s next.
BIDs are formal partnerships of businesses within a specific area who have come together to collectively invest in the future of their place. They deliver a five year plan after achieving an electoral mandate from local businesses. As our industry hits this milestone, it feels like the right time to take stock of what BIDs have meant for our towns and cities across Wales—and how FOR Cardiff, in particular, has evolved from a bold idea into a vital part of the capital’s fabric.
The Beginning: A Shared Vision
FOR Cardiff was established in 2016, but the conversations that shaped it started long before. Local businesses came together with a shared vision: to create a city centre that worked better for everyone—more vibrant, more welcoming, and more ambitious. That spirit of collaboration has been at the heart of everything we’ve done since.
During our first term, we invested over £7 million into the city centre. These were practical projects designed to make a difference—from cleaner streets, to better safety at night, and support for businesses big and small. When we asked our members if they wanted us to keep going in 2021, they responded with an overwhelming yes with more than 90% of votes being cast in our favour. That mandate gave us the confidence to plan big again, with another £7 million committed to helping Cardiff not only recover from the pandemic, but come back stronger.
Making an Impact—One Project at a Time
Some of the work we’re most proud of has been the quiet, consistent kind—work that doesn’t always make headlines, but makes a real difference to life in the city.
Our cleansing team operates daily, removing gum, graffiti, and grime—over 57,000 gum removals and 441,000 square metres jet-washed and counting. We know how a city presents itself affects not just perceptions but also the economy.
We’ve also championed campaigns that celebrate what makes Cardiff unique. The internationally award-winning City of Arcades project, for example, wasn’t just about marketing—it was about telling the story of our independent businesses and inviting people to rediscover hidden gems. The result? A 63% sales boost for those involved, and over 200,000 people in the city centre in just one day.
And then there are the initiatives that look to the future. Equality City, launched in May 2023, is about making Cardiff a place where everyone can thrive—where opportunity isn’t limited by background, and where businesses lead the way in creating inclusive workplaces.
Safety, Skills, and Support
We’ve always believed that a thriving city is a safe city. Our Night Marshals, introduced in 2018, have helped over 460,000 people get home safely—offering a friendly face and a helping hand after dark. And our funded training programmes—covering everything from first aid to mental health and digital skills—have supported hundreds of businesses to build resilience and grow with confidence.
Recognition for this work has followed securing more awards than any other BID in the UK including and four consecutive years of Purple Flag status for managing the night-time economy. These accolades mean a lot, but what matters more is the trust of our members and the partnerships that make progress possible.
A Moment of Reflection—and Renewal
Since I stepped into the role of Executive Director last year, I’ve thought a lot about where we’ve been and where we’re headed. It’s clear to me that FOR Cardiff is built around a shared goal from my team and Board: who are passionate about our city and making a difference.
As we look ahead to our next renewal in 2026, we’re entering a period of listening—speaking to businesses, partners, and residents to shape our next chapter. We’re also aligning with the city’s long-term vision, making sure we’re ready to support major projects and play our part in Cardiff’s next big leap forward.
Looking to the Future—With Optimism
20 years of BIDs in Wales is a story of evolution—and of places that have dared to think differently. FOR Cardiff is proud to be part of that journey. Whether it’s a cleaner street, a safer night out, or a more inclusive city centre, our aim has always been to make a tangible difference.
We know the challenges our city faces. But we also see the potential—every day, in the businesses we support, the projects we run, and the partnerships we build.
So, as we mark this anniversary, we thank our members for their ongoing support— but also look ahead with genuine excitement for what’s still to come.
