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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
Head of Marketing and Communications

Carolyn is a member of both the Chartered Institute of Marketing (CIM) and the Institute of Place Management (IPM) and has a BSc in Business Management with Marketing from Cardiff University.

Carolyn has over ten years’ experience in the marketing, managing and developing places across the UK and has held management roles at different BID locations. Within her role of Head of Marketing and Communications she delivers strategic guidance, organises and executes B2B/B2C marketing, events and communication activities to FOR Cardiff’s member businesses and promotes Cardiff as a destination of choice.

Carolyn has recently joined the board of Chwarae Teg and was nominated for the ‘Rising Star’ award at the Welsh Womens Awards.

Emily Cotterill
Projects Manager

Emily has worked in the BID industry since 2014. She has a BA in English Literature and History from Cardiff University and an MSc in Place Management and Leadership from Manchester Metropolitan University. In 2016 she won The Great British High Street Under 25 High Street Hero award and in 2019 she became the youngest person ever to be elected as a Fellow of the Institute of Place Management.

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.

Daniel Ford
Digital Marketing Manager

Daniel has a 10 year background consulting within the digital marketing & web design technology industry, with a BSc in Network Management & Security. Fulfilling a newly established role within the company as a digital marketing manager, Daniel aims to bring a strategical online presence & innovative technological reach to the business by combining design, videography & web technologies. In his spare time Daniel enjoys electronic and live music, audio visual production & cinema.

Emma O'Donnell
Marketing and Projects Officer

Emma is originally from Ireland but is now living in Cardiff. She has previous experience of working in retail for a major high street brand and in marketing, specifically content writing and digital marketing. She has a master’s degree in Marketing Communications from the University of the West of England and a BA in English and Film from University College Dublin with a first class honours in both. In her spare time, Emma enjoys going to concerts in Cardiff and across the UK.

Louise O'Hanlon
Business Liaison Officer

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.

Melanie Warne
Team Leader

Melanie joined FOR Cardiff in April 2019 in the new role as the Team Leader of the Ambassador team. Melanie brings to the team extensive experience within customer services with many years’ of delivering results through creating and managing successful teams. Melanie has worked within some of the UK’s major employers such as Tesco and EE meaning she has an excellent understanding of the demands and challenges these firms face and the importance of effective team management to deliver first class customer service.

Mathew Hill
Business Liaison Officer

Mathew Hill is a man of many talents, an award-winning actor, casting Director for the BAFTA accredited IRIS Festival and trainer. Mathew was crucial component of the Meee Programme, (which trains individuals on Job seekers allowance in key skills to support their return to work), where his talent in identifying the areas that individuals needed support and providing a comprehensive plan for their development resulted in him being the highest rated trainer in Wales. Mathew has worked for FOR Cardiff previously as an Ambassador so his links with both the critical partners in the city centre and the business community are excellent, making him the ideal person for the Business Liaison role.

Rhian Reynolds
Business Liaison Officer

Cardiff University alumni Rhian graduated in 2014 with a BA in Journalism. She began her career working in customer services before moving into the world of recruitment where her eye for detail was crucial in finding the best candidate for clients, arranging interviews and managing workshops and seminars. Most recently she has worked as an Account Manager where she managed the daily running of operations and logistics, finances and developing key accounts for international oil, gas, telecoms and renewables clients. Rhian’s honed excellent communication skills and strong interpersonal skills made her a strong candidate for the new Business Liaison Officer role and we’re delighted to welcome her to the team.

Andrew Noel
Administration Officer

Andrew joins FOR Cardiff in a new role as our Administrative Officer. Andrew has a degree in Fine Art and English Literature from the University of Aberystwyth where he was the Social Secretary for the Archery Team. Since graduating he has had a variety of administrative and retail roles, including the Cardiff legend Spillers, which will hold him in good stead as the newest member of our team. In his spare time, he acts as the music editor for a popular culture website, enjoys gigging, recording music and attending shows in Cardiff.



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.


Natalie has a natural talent for art with BTEC in Art and Design and a BA Hons from UWIC in Fine Art. Since graduating she has had roles in customer service and retail and the skills learnt there will be invaluable for her new job as an 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.



Hannah is the latest edition to the Ambassador team. Hannah has worked in management roles across retail in Cardiff city centre as well as roles with within customer services, hospitality and dentistry. Hannah also studied Travel and Tourism at the Vale College in Cardiff. Hannah describes herself as outgoing, hardworking and enthusiastic person so will be the ideal addition to this invaluable team.


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.