What we do
Cheltenham BID represents and supports almost 800 levy paying businesses and promotes Cheltenham as a safe, secure, attractive, clean, welcoming, vibrant, and connected place to spend time.
A BID (Business Improvement District) is a geographically defined area where businesses come together and agree to invest collectively in projects and services which improve their trading environment.
The BID invests millions of pounds, lobbies at a local and national level and acts as the key voice for the town centre and its business community.
Our Promises
With strong partnerships already in place, and a proven reputation as a trusted and influential voice for local businesses, we’re in the perfect position to deliver even more. Through these promises, we will position Cheltenham as the place to be for residents, visitors, and investors.We will be focusing on four key themes: Welcoming, Promoting, Connecting and Thriving.
1. Welcoming
Cheltenham BID is dedicated to making the town centre a cleaner, safer and more welcoming place for everyone who lives, works and visits here. Through high-impact initiatives and creative projects, we help increase footfall and strengthen Cheltenham’s reputation as a vibrant destination.
We deliver and support events that bring the town to life throughout the year, from seasonal highlights such as the Christmas lights switch-on and the Ice Rink, to major festivals that drive trade for local businesses and boost tourism.
Our Colourful Cheltenham campaign adds character and charm to the town centre through floral installations, mosaics and art on utility boxes. Alongside this, regular clean-ups and graffiti removal grants help keep Cheltenham looking its best.
Every summer our BID in Bloom initiative ensures flowers adorn many town centre businesses, making Cheltenham a bright place to visit and work. If you would like your business to be involved in the next BID in Bloom enquire via info@cheltenhambid.co.uk
Safety is a key priority. BID support contributes to Cheltenham’s Purple Flag status, recognising the town as a thriving, safe and enjoyable place to visit both during the day and at night.
We also invest in ongoing projects that enhance the look, feel and vibrancy of the town centre, making it more attractive for customers to visit and spend time here.
2.Promoting
We are committed to raising the profile of local businesses, ensuring they are seen, supported and celebrated. By funding Marketing Cheltenham, the town’s official destination marketing body, we help position Cheltenham as a must-visit place to shop, dine and explore.
Businesses benefit from a range of practical support, including free PR opportunities through the BID team, discounted promotional packages on the Visit Cheltenham website, and tailored promotion to highlight awards, achievements and key milestones. BID levy payers receive Bronze level business listing on the Visit Cheltenham website free of charge. Email info@cheltenhambid.co.uk to get your business listed.
Cheltenham BID is committed to supporting businesses in driving up standards through the training of staff. We provide free and part-funded training courses for BID businesses. Collaboration sits at the heart of this work. We encourage businesses to share their community activity and take part in wider BID campaigns, particularly through social media.
We have a strong digital voice for the town. Across Instagram, Facebook and LinkedIn, our growing social channels reach thousands of people — with over 5,500 Instagram followers, 4,600 on Facebook and 2,300 on LinkedIn helping to amplify local businesses and town-wide campaigns.
3.Connecting
As a Business Improvement District, we bring local businesses together, giving them a stronger collective voice and the opportunity to influence positive change in Cheltenham’s town centre. By representing our members’ interests in local decision-making, we ensure businesses are heard where it matters most.
We create regular opportunities for connection and collaboration through BID networking events, where businesses can share ideas and build relationships. Throughout the year, engagement is tailored across retail, hospitality and corporate sectors, ensuring discussions and priorities are relevant and meaningful. Member feedback plays a vital role in shaping our focus and future projects.
Our new incentive for 2026 is our Working Groups for each sector is which designed using breakfast meetings and lunchtime talks to evening socials, these events provide opportunities to meet new people, share ideas, and gain valuable insights into the local business community.
Businesses are kept informed through our regular BID e-newsletter, which shares town centre updates, opportunities and upcoming activity.
We also offer a BID Membership Card, an exclusive benefit for staff working in levy-paying businesses. The card is designed to help employees get more from the town centre, while encouraging local spend and strengthening the business community.
4.Thriving
Cheltenham BID is committed to supporting a more sustainable town centre, one that benefits businesses, residents and visitors alike. Our approach focuses on practical action, helping businesses reduce costs, cut waste and respond to growing expectations for greener, cleaner places.
We support initiatives that make sustainability achievable, from encouraging smarter use of resources to investing in projects that improve the town centre environment. By working collectively, businesses can make a bigger impact than they could alone.
The Big Tidy Up is a key part of this commitment, bringing together volunteers from local businesses and community groups to tackle litter and street waste. The initiative delivers visible improvements to the town centre while reinforcing shared responsibility for its care and appearance.
We also champion schemes that keep spending local and reduce environmental impact, such as the Cheltenham Gift Card, which supports local businesses and helps cut the carbon footprint associated with out-of-town and online shopping.
Through ongoing investment, collaboration and targeted initiatives, Cheltenham BID is helping to create a town centre that is not only more attractive and resilient, but better prepared for a more sustainable future.
STRONG VOICE & PARTNERSHIPS
Cheltenham BID provides town centre businesses with a strong and collective voice by representing them on local boards and committees. We strive to influence local decision making and form partnerships for the benefit of our businesses.
