What is a BID?

Business Improvement Districts (BIDs) are independent, business-led, business-funded organisations formed to improve a defined commercial area. Around 330 of them operate across the country. A BID is established statutorily once elected by a majority of business owners in the area and can only operate for a maximum term of five years, before seeking re-election from eligible voters.

BIDs are not-for-profit organisations financed principally through a small, compulsory annual levy paid by businesses in the BID area, based on rateable value.

By working in partnership and bringing together the skills, experience and influence of local businesses, public authorities and other key agencies, BIDs can serve as a highly effective model for delivering added value to an area through dedicated services and initiatives.

Stoke-on-Trent City Centre BID has been in operation since 2019. In 2023, businesses voted YES for our second five-year term, receiving a 93.9% majority of participating voters and by aggregate rateable value of 96.3%.

Red city center promotional van parked on a brick sidewalk, with buildings and pedestrians nearby, under a cloudy sky.
Map of the Stoke-on-Trent City Centre BID Levy Zone from 2023 to 2028, including locations such as Cineworld, The Potteries Centre, Etruria Mills, Tesco Extra, Bus Station, and Smithfield, outlined with a dashed blue line and a pink background.

Meet the Team

  • A smiling man in a gray suit, light blue shirt, and glasses standing in front of a colorful mural with blue, yellow, and green sections and white text.

    Richard Buxton

    Chief Executive Officer

    Richard is the CEO for the Stoke-on-Trent City Centre BID which means overseeing the budget and its expenditure within the district through events, initiatives and investments and delivering the BID's strategy over the five-year team.               

  • A young woman with red hair smiling and standing in front of a colorful mural with large text and rainbow rainbow patterns. She is wearing a dark blazer over a white shirt.

    Sarah Thomas-Gordon

    Marketing Manager

    Sarah is responsible for the BID marketing and communications strategy. Her duties align with Stoke-on-Trent City Centre BID's core objectives, supporting projects and services with positive promotional place marketing and stakeholder engagement.

  • A woman smiling wearing a red jacket and red cap with white text, standing outdoors with a green background.

    April Jackson

    Senior Ambassador

    April is responsible for the Ambassadorial team and the eyes and ears of the BID. She records issues affecting organisations within the BID area, ensuring that the city operates effectively for both businesses and their customers.

  • A young woman with long dark wavy hair and light skin, smiling, standing in front of a colorful background with yellow, pink, and green sections.

    Charlotte Perry

    Marketing Officer

    Joining the BID from the University of Staffordshire Accelerator Graduate scheme initially, Charlotte now supports with content for our BID social media channels, website and ad hoc projects.

  • A man wearing a red jacket and a red cap is attaching a wooden insect hotel to a tree on a city sidewalk. The insect hotel has multiple compartments filled with bamboo tubes.

    Our Ambassadors



    Our experienced team of city centre Ambassadors convey BID matters to businesses, as well as delivering results on environmental and business crime liaison matters. Our team consists of Al Dick, Leo Brandon and Qamar Sohail.

Our BID Board

Jonathan Bellamy

BID Chairman

Paul Williams

Lead Director for Place Marketing

Stuart Elford

Lead Director for Business Community Support

Cheryl Taylor

Theatre Director
Regent Theatre & Victoria Hall

TBA

Lead Director for Place Management

Hassan Rizvi

Principal
Stoke-on-Trent College

Cllr Amjid Wazir

Cabinet Member for Environment and Enforcement
Stoke-on-Trent City Council

Cllr Angela Glithero

Strategy, Economy and Communications Director
Stoke-on-Trent City Council

Gareth Snell MP*

MP for Stoke-on-Trent Central

TBA*

*Serving in an observer role only. BID board observers do not have a vote in BID operational or financial decisions.