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FOR Cardiff was previously called Cardiff’s Business Improvement District (BID). We are a business-led, not for profit organisation voted for by the city’s businesses with an ambitious plan to transform Cardiff city centre – making it more welcoming, vibrant and influential. To find out more about what we deliver for our members please click here.

Mae ‘FOR Cardiff’ yn cyn enw i ‘Ardal Gwella Busnes’ (Business Improvement District) Caerdydd. Yr ydym dan arweiniad busnesau, nid ar gyfer sefydliad dielw, pleidleisiwyd gan fusnesau y ddinas gyda’r cynllun uchelgeisiol i drawsnewid canol dinas Caerdydd – gan ei gwneud yn fwy croesawgar, bywiog a dylanwadol. I feindio allan beth rydym yn gyflawni am ein aeloday, cliciwch yma.

The Team

Adrian Field
BID Executive Director

Adrian has worked in Economic Development and City Centre Management for 18 years, beginning his career at the Chamber of Commerce in Worcester. An influential and respected senior Director, Adrian comes to FOR Cardiff after managing the Worcester BID for over 8 years. In recent years, he has overseen two successful ballots, delivered award winning projects in addition to undertaking regional and national roles for Place Management organisations.

Carolyn Brownell
Marketing and Communications Manager

Carolyn, a Cardiff University Alumni with a BSc (Hons) in Business Management. She previously managed the Chippenham BID through its development to a successful ballot and delivery of BID projects and management of BID team. Carolyn also helped set up the Solihull BID and was responsible for all Marketing, Communication and Digital projects.

Emily Cotterill
Project Manager

Emily, is also a Cardiff University Alumni with a BA (Hons) English Literature and History and is currently studying the MSc in Place Management and Leadership with Manchester Metropolitan University. Emily joins the FOR Cardiff team from her post as Projects Officer at Winchester BID, supporting the delivery of projects and events, and managing stakeholders. She has recently won the Great British High Streets Award.

Nigel Griffiths
Operations Manager

After 30 years of service Nigel recently retired from South Wales Police, where he was the Chief Inspector in Cardiff city centre responsible for operational policing. Nigel will primarily be responsible for the management of the team of Ambassadors. Nigel is married with two children and is a keen cyclist, often organizes international trips to explore new routes.

Ian Tumelty
Crime Reduction Manager

Ian spent 30 years with the South Wales Police, during which he played a leading role within the ground-breaking Targeting Alcohol Related Street Crime (TASC) and ‘Lions Breath’ multi-agency projects in Cardiff to reduce violence and alcohol misuse.

Ian has since worked as an independent advisor to the Home Office’s ‘Ending Gangs and Serious Youth Violence’ programme and as a member of its Peer Review Team. He was also appointed as a project delivery specialist LOCOG to manage the City operations and partnership negotiations for the successful delivery of the football events in Cardiff as part of the London 2012 Olympics.

Ian has two years’ experience as Business Crime Reduction Manager and is the current Chair of the Wales Against Business Crime Group and Wales representative on the National Association of Business Crime Partnerships.

FOR Cardiff Board of Directors

FOR Cardiff Board of Directors

The FOR Cardiff Board of Directors are volunteer non paid representatives from the Cardiff business community.

Photos to follow for the following members of the Board:

Dan Langford – Acorn Recruitment

Huw Llewelyn – Admiral

Ken Poole – Cardiff County Council

Mark Brace, Asst. Crime Commissioner, South Wales Police

Ruth Ryder – University of South Wales



Street Ambassadors

Street Ambassador

Stevie is passionate about Cardiff and is known for her sunny demeanor, constant smiling and calming attitude. The perfect attributes to be a Street Ambassador! She joins the team coming from a managerial role at one of Cardiff’s most prominent independent food and drink businesses and has experience across the hospitality and entertainment industries locally and abroad. In her spare time, she enjoys skiing, working out, dancing and healthy eating.

Street Ambassador

Welsh speaker Olivia is a worldwide traveler who has backpacked across Australia and worked internationally. Through her experiences she’s learnt to embrace diverse cultures, varying lifestyles, peoples’ opinions and ideas. Olivia also brings to the team a strong background in education and retail having worked for a variety of High Street brands, as well as dedicating her time to working as both a Classroom Assistant and volunteering, where she conducted sessions on drug and alcohol awareness for local primary schools.

Street Ambassador

Tasia joins the Street Ambassador team with an incredibly impressive sporting resume. She is a Welsh international athlete, ranking in javelin as 1st in Wales and 8th in the UK in her age group! Not only that but she’s a committed member of the Welsh Athletics Development squad for future athletes. She has utilised her sporting gifts in her professional life too as a qualified level 2 fitness instructor working in health clubs and gyms. Tasia also brings to the team extensive experience within the retail and hospitality industries at a managerial level.

Street Ambassador

With a fluent understanding of Welsh and a keen linguist who is currently learning Italian, Louise is an asset to the team. In her personal life, Louise has done some fantastic volunteer work with such as the event organisation and fundraising for the George Thomas Hospice. She is an advocate for healthy living and has represented Wales in running, completed the Three Peaks Welsh challenge for charity and organised a trip to the base camp of Everest in 1986. Professionally Louise has extensive experience working in Welsh Government managing their Voluntary Sector Grant Schemes and Wellbeing Activity Grant Schemes as well as roles in Charities developing programs for individuals with learning difficulties.

Street Ambassador

Mike is the newest member of the Ambassador team, joining the BID in August 2017. A Cardiff boy with experience in a variety of roles in the retail and hospitality world Mike brings to the team a wealth of experience and knowledge of the city. Mike is an accomplished composer, writing music for several short films, one of which was shown on national television.  He is also a keen volunteer working both locally for the IRIS Prize Festival and WOMEX and internationally in Ghana and India to build schools in challenging climates.

Street Ambassador

Educated in Cardiff, animal lover Jodie brings to the team a breadth of experience in customer services for some of Cardiff’s most prominent employers. She enjoys travelling, including Europe and across America which has given her a great insight into other cultures and wildlife. She often spends time researching about animals and watching informative wildlife documentaries and volunteers at Cardiff Dog Pound.

Street Ambassador

Jordan is from Cardiff and studied in his earlier years at Cardiff & Vale College and then went onto to his pursue BSc in Risk Management, Security Operations and Investigation at The University of South Wales. Jordan’s career to date is an impressive array of Customer Advisor and leadership roles in retail as well as SIA Security.

Street Ambassador

Alex is also a Cardiff boy who went to school locally then went on to study at Swansea University where he achieved a BA (Hons) in History. Alex has done extensive volunteer work ranging from being a tour guide for heritage sites across Cardiff and Swansea Valley, to fundraising for MacMillan Nurses & Marie Curie. In his spare time, Alex is an enthusiastic Judo player, participates in middle distance running and enjoys being a supporting artist in a number of films. Professionally Alex brings to the team a varied and wide-ranging experience in retail and customer services, security and ambassadorial roles.

Street Ambassador

Tom is a former professional cyclist with some incredibly impressive championships and medal wins under his belt including, and not limited to, the British and Welsh championships and two Deaf Olympic medals! He has spent a few years living abroad but is a Cardiff boy at heart. Tom brings to the team a basic understanding of multiple languages including sign language. In his work life he has had roles as a Certified Personal Trainer and also in retail at a bike store. In his personal time he enjoys watching Moto GP, is passionate about cycling and loves getting out and about.

Key Facts/FAQ


BIDs are an arrangement whereby businesses come together and decide which improvements they feel could be made in their city centre, and also how they will implement these improvements and what it will cost them. BIDs are financed and controlled by the businesses within the selected area. BIDs can run for a maximum of five years and during this time they must be able to show that they are benefitting the businesses that fund it.


Mae bid yn drefniant lle mae’r busnesau yn ddod at ei gilydd ac yn penderfynu beth y gellid gwneud I gwelliannau y canol o’r dinas, a hefyd sut y byddant yn gweithredu’r gwelliannau hyn a beth fydd y gost iddynt. Maent yn cael ei hariannu a’u rheoli gan y busnesau o fewn yr ardal dan sylw. Gall BID para am uchafswm o bum mlynedd, ac yn ystod y cyfnod hwn rhaid iddynt allu dangos fod yn elwa busnesau sy’n ei ariannu ac yn gwella’r dinas.


Cardiff is a thriving city centre of regional and national importance, yet it needs to raise its game and invest to remain competitive in the face of growing competition. It will need to do this against the background of tighter public sector finances and other cities who already have BIDs in place injecting several hundred thousand pounds a year into their locations. By obtaining BID status for Cardiff City Centre enables the private sector (retail, leisure, tourism, office and commercial) to decide the projects and services that should be delivered in their area to ensure that Cardiff has a stronger profile, attracting visitors, increasing footfall, more spending, directly supporting businesses and encouraging investment.


Mae Caerdydd yn ddinas lewyrchus o bwysigrwydd rhanbarthol a chenedlaethol, ac eto mae angen iddo godi ei gêm a buddsoddi er mwyn parhau’n gystadleuol yn wyneb cystadleuaeth gynyddol. Bydd angen i wneud hyn yn erbyn cefndir dynn y sector cyhoeddus a dinasoedd eraill, sydd eisoes â bidiau ar waith sydd yn chwistrellu sawl can mil o bunnoedd y flwyddyn yn eu lleoliadau. Drwy gael statws BID am ‘For Cardiff’ mae canol dinas Caerdydd yn galluogi’r sector preifat hamdden, twristiaeth, swyddfa a masnachol i benderfynu ar brosiectau a gwasanaethau y dylid eu darparu yn eu hardal er mwyn sicrhau bod.


It’s up to you as a business to help shape what the BID in Cardiff might deliver. BIDs can deliver any projects or services that are agreed by the businesses in the BID area. These projects must go over and above anything that is already provided through business rates and by the local authority.


Mae’n lan I chi fel busnes i helpu i lunio’r hyn y gallai BID yng Nghaerdydd ei gyflawni. Gall BID’s gyflawni unrhyw brosiectau neu wasanaethau y cytunir arnynt gan y busnesau yn ardal yr BID. Rhaid i’r prosiectau hyn fynd y tu hwnt i unrhyw beth a ddarperir eisoes drwy ardrethi busnes a gan yr awdurdod lleol. proffil cryfach gan Caerdydd. Maent yn eisiau denu ymwelwyr,codi’r rhif o’r ymwelwyr, cael mwy o wariant yn y busnesU, cefnogi busnesau yn uniongyrchol ac annog buddsoddi.


The aims of a BID are decided by the businesses in the area. Initially these are identified through a business survey and meetings. After this, your priorities for the Cardiff BID will be drafted and you will be invited to attend one of a series of informal business meetings where you will be updated on the progress of the BID and you will be able to ask questions and give feedback – this is part of the detailed consultation phase. After this, the Task Group (made up of businesses broadly reflecting the make up of the area) will assist in producing a draft business plan which will then be sent directly to you before being finalised. Lastly, there will be a confidential vote on whether you wish to say yes to a BID in Cardiff.


Penderfynir ar nodau BID gan y busnesau yn yr ardal. I ddechrau nodir trwy arolwg busnes a chyfarfodydd. Ar ôl hyn, bydd eich blaenoriaethau ar gyfer BID Caerdydd yn cael ei ddrafftio, a bydd yn eich gwahodd i fynychu un o gyfres o gyfarfodydd busnes anffurfiol lle bydd eich diweddaru ar y cynnydd yr BID, a byddwch yn gallu gofyn cwestiynau a rhoi adborth. Mae hyn yn rhan o y cyfnod ymgynghori manwl. Ar ôl hyn, bydd y grŵp gorchwyl (yn cynnwys busnesau fras adlewyrchu cyfansoddiad yr ardal) yn helpu i gynhyrchu cynllun busnes drafft a gaiff ei anfon uniongyrchol i chi cyn cael eu cwblhau. Yn olaf, cynhelir pleidlais gyfrinachol ar beth yr ydych yn dymuno dweud, ie neu na am BID yng Nghaerdydd.


BIDs have the ability to increase footfall to an area, reduce business costs and improve services. As they can run for up to five years they also give businesses the opportunity to plan ahead. BIDs put the control into the hands of the businesses themselves. BIDs do not substitute services provided through business rates, they must provide additional services.


Mae BID gyda’r cynigion i gallu gynyddu nifer yr ymwelwyr i’r ardal, lleihau costau busnes a gwella gwasanaethau. Fel y gellir eu rhedeg am hyd at bum mlynedd maent hefyd yn rhoi busnesau y cyfle i gynllunio ymlaen llaw. Mae BID’s yn rhoi rheolaeth yn nhwylo busnesau eu hunain. Mae BID’S ddim yn disodli’r gwasanaethau amod drwy ardrethi busnes, rhaid iddynt ddarparu gwasanaethau ychwanegol.