As businesses in Cardiff city centre and Cardiff Bay prepare to vote on FOR Cardiff’s proposed third term in June, an important question sits at the centre of the conversation: what has BID 2 delivered for and on behalf of levy payers?
In a period when businesses continue to face rising operational costs, changing consumer habits and increasing pressure, demonstrating measurable return on investment is more important than ever before.
FOR Cardiff’s second BID term, BID 2, offers a strong case study in how collective investment can support economic resilience, strengthen confidence, and deliver value that individual businesses would struggle to deliver alone.
FOR Cardiff’s BID 2 ROI: Delivering Value Beyond the Levy
When businesses voted overwhelmingly in favour of BID 2 in 2021, with a 91% yes vote by number and 94% by rateable value, Cardiff was emerging from the disruption of the pandemic. Consumer confidence was fragile; footfall patterns had shifted and city centres across the UK were facing unprecedented challenges.
Against that backdrop, BID 2 became an opportunity not only to support recovery, but also to strengthen Cardiff’s position as a competitive, welcoming and resilient destination.
Since the start of the second term, FOR Cardiff has generated more than £565,000 in additional income beyond the levy, allowing further investment directly back into the city centre.
Rather than simply funding projects, that investment has translated into tangible outcomes for businesses:
- Cleaner streets and quicker environmental response times help improve first impressions and create a more welcoming environment for customers and visitors.
- Safety initiatives support the night-time economy, reassure staff and visitors, and strengthen communication between businesses.
- Events, activations and destination marketing campaigns drive additional footfall and encourage repeat visits to the city centre.
- Sustainability and ESG initiatives help position Cardiff as a forward-looking city that aligns with the expectations of modern consumers, investors and employers.
Together, these interventions contribute to something larger than individual projects: confidence in Cardiff city centre as a place to visit, work, invest and do business.
Supporting Business Confidence Through Visible Action
FOR Cardiff’s work during BID 2 has focused on practical improvements that businesses and visitors experience every day.
Enhanced cleansing programmes, graffiti removal and public realm improvements help maintain standards across the city centre, while Night Marshals and the CityNet radio network continue to provide reassurance and support for businesses operating during busy trading periods.
At the same time, cultural activity, events and destination campaigns have played an important role in keeping Cardiff vibrant and competitive.
Installations such as Under the Neon Loneliness, Pride Month activations and seasonal campaigns like A Very Cardiff Christmas have helped attract visitors into the city centre, creating reasons for people to spend more time in Cardiff and support local businesses.
Meanwhile, initiatives such as City of Arcades continue to spotlight Cardiff’s unique independent retail and hospitality offer, helping strengthen the city’s identity and reputation.
‘Download ‘Our impact in numbers, 2021-2026’
What Businesses Say Matters Most
“Working with (FOR Cardiff) has allowed John Lewis Cardiff to truly embed ourselves within the local community, opening doors to invaluable networking opportunities with our fellow city-centre businesses.” Maddy Chappell, John Lewis and Partners
“We feel so connected and supported by all the fantastic Cardiff teams. I am certain that the support from FOR Cardiff and other agencies is the reason we have seen our challenges with anti-social behaviours reducing.” Mared Maggs, Amgueddfa Cymru
“The cleansing team are amazing, always so quick to respond and attend when needed and has really supported our team with clearing things left behind the venues.” Kaylie Bunce, Neos Hospitality
Why This Matters for BID 3
BID 2 has demonstrated how collective investment can deliver visible improvements, stronger city centre promotion, and meaningful support for businesses.
As businesses vote on BID 3 this June, the debate is not simply about levy costs, it is about whether Cardiff city centre benefits from continued shared investment, coordinated city leadership, and projects that individual businesses could not deliver alone.
From cleanliness and safety to events, marketing, and ESG leadership, FOR Cardiff’s BID 2 has focused on creating a city centre that is more resilient, more competitive, and more attractive to visitors, workers, and investors alike.