Hatton Garden is home to London’s historic jewellery quarter and remains one of London’s only vertically integrated clusters: it is one of the few places of cr eative production remaining in central London. It benefits from excellent connectivity and a historic urban environment all framed within a conservation area.
The area is home to at least 492 jewellery-related businesses including polishers, repairers, stone setters, designers, recycling, wholesalers and retailers. Important anchor institutions are also located in close proximity, such as the Diamond Bourse and Goldsmiths Centre. Aside from the Jewellery quarter the economy and character of the area is also dominated by a number of distinct clusters of activity, including the legal profession and the furniture sector. Hatton Garden is also home to the renowned Leather Lane food market and many other well established and known food and leisure offers.
The area is also steeped in history, from the peasants’ revolt of 1381, housing the oldest Catholic Church in England and Sir Christopher Hatton, thr ough to the first machine gun being cr eated in Hatton Garden and the immigration of the 1800s starting the craftsmanship era. At all times the BID has used this unique character and diversity at the heart of all promotions and campaigns. It is clear to see from the Perception Analysis that this continues to be an important area of focus and so the BID in its second term will continue to place the ar ea as a known destination by:
- The continuation of a strong marketing strategy taking in to consideration the destination as a brand whilst growing and strengthening the destination website and social media platforms.
- Developing bespoke marketing campaigns highlighting a balance between day-time and night-time activities and independent and specialist businesses, as well as showcasing Leather Lane Market and the creative and jewellery industry.
- Further development of marketing collateral highlighting historical strengths and capitalising on the connectivity of the area, in particular Crossrail2 and the London Museum.
- Development of a world-class event programme, expanding on existing strengths such as street markets and building on the successful events already tried and tested.
- Expansion of the existing successful Garden Card scheme, giving specialist access to offers for staff, residents and visitors.
- The continuation of street ambassador scheme.
- Installation of footfall, spend and movement data to ensure campaigns are targeted correctly and budget is allocated appropriately.
- Monitoring of area KPIs and per formance to set benchmarks and demonstrate improvements.