This area is exclusively for members of FOR Cardiff, this is where you can register/request ‘The Card’ and see the 100+ offers available to our members. If you're not sure if you're a member please check here or email us on

Dont have an account? Sign up

FOR Cardiff, Cardiff’s Business Improvement District (BID) is 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 over 20 years, beginning his career at the Chamber of Commerce in Worcester followed by working at Malvern Hills and Warwick. An influential and respected senior Director, Adrian arrived at FOR Cardiff in 2017 after managing the Worcester BID for over 8 years where he set it up and led it through two ballots. He is Chair of the Cardiff Business Events Partnership, sits on the Cardiff Music Board, and is also a Leadership Group member at The BID Foundation

Carolyn Brownell
Associate Director

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 Associate Director 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 is also a trustee for Chwarae Teg, the Interim Chair of the Cardiff Women’s Safety Network Committee and Vice Chair of ATCM Wales.

Emily Cotterill
Head of Projects & Engagement

Emily has been with FOR Cardiff since the beginning, originally joining the team as a Project Co-ordinator in January 2017. A Cardiff University graduate, Emily also holds an MSc in Place Management & Leadership from Manchester Metropolitan University. She was elected a Fellow of the Institute of Place Management at the age of 26, the youngest person to have achieved this position. She is also a member of the Welsh Government Ministerial Advisory Board for Economic Policy.

Emily is a poet, her pamphlet The Day of the Flying Ants was selected by Carol Ann Duffy as a part of the 2019 Laureate’s Choice series, and she can often be found painting railings, picking up litter and, otherwise getting involved in the community through her volunteering with GoodGym Cardiff & The Vale.

Ian Tumelty
Business 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 worked with FOR Cardiff in 2017 as an advisor before joining as a Business Crime Reduction Manager in 2018. He is also the current Chair of the Wales Against Business Crime Group and Wales representative on the National Association of Business Crime Partnerships. In his spare time, Ian enjoys spending time with his family and looking after his very own eco-wormery.

Nia Wood-Gaiger
Projects Manager

Nia grew up on a farm in West Wales and is fluent Welsh speaker, studying her Media Production BA bilingually at University of South Wales. Since graduating in 2012, she’s worked for several not-for-profits within the environmental sector specialising in digital media, events, and project management. During the creation the Future Generations Commissioner role, Nia was seconded to set up an online presence for the Commissioner’s office and has since supported voluntary organisations such as Public Affairs Cymru with brand and marketing. With a keen interest in sustainability of businesses and a low carbon future, Nia sits on the board of trustees for Cynnal Cymru. In her spare time, Nia enjoys going on adventures on her bike, live music, crafting and gaming.

Emma O'Donnell
Senior Marketing and Projects Officer

Originally from the North West of Ireland, Emma graduated from University College Dublin with a BA in English & Film before moving to Bristol to complete a MSc in Marketing Communications at the University of the West of England. After graduating, Emma joined FOR Cardiff is now our Senior Marketing & Projects Officer, responsible for running our social media channels and email communications as well as working with the team to deliver events, campaigns and projects. Emma is a film buff and music fan who loves to travels across the UK to see live music.

Andrew Noel
Project Support Officer

Project Support Officer, Andrew, is a graduate of the University of Aberystwyth, where he studied Fine Art and English Literature. Andrew is very well acquainted with the City Centre, having previously worked at local legends Spillers Records, as well as frequenting Womanby Street most evenings and weekends. Outside of work, Andrew plays in local group Blue Amber, enjoys catching the latest films at Cineworld or Chapter, and can often be found rooting around Troutmark for some deals on second hand books.

Lloyd Williams
Digital Marketing Manager

Lloyd is a graduate of Swansea University with a BA in Media and Communication. Lloyd joins the team from Techniquest where he designed and led creative projects over the last few years. Lloyd is now our Digital Marketing Manager and will lead on the digital marketing strategy for the organisation, as well as leading on the design of marketing and communications campaigns across print, digital, social and web. Outside of work Lloyd is a self-proclaimed foodie and loves to try new restaurants and markets around Cardiff.

Abbie Dix
Project Support Officer

Abbie is a graduate of Cardiff University with a BA in English Literature and an MA in Creative Writing. During her MA, Abbie assisted with teaching first year creative writing students, hosted and performed at open-mic events and volunteered at Abergavenny Writing Festival.  After graduation, she completed an internship where she supported the development of a project designed to support young people with their mental health and wellbeing.

Outside of work, Abbie enjoys reading as many books as possible, writing poetry and attending gigs.

Business Engagement Team

The Business Engagement Team are the key link between FOR Cardiff and the businesses who fund us. Their role is to make sure that levy payers are getting the best return on their investment.

Each member of the team looks after a specific sector and they work closely with the businesses in that group to make sure they are fully up-to-date with relevant projects.

Your Business Engagement Officer (BEO) is your first point of contact for anything relating to FOR Cardiff – to book in a meeting with your dedicated BEO please email or click on the email icon next to the engagement officer that represents your sector.

Mathew Hill
Senior Business Engagement Officer - Hospitality (night-time economy)


Mathew is a graduate from The Royal Welsh College of Music of Drama and works as freelance writer, actor and producer alongside his role at FOR Cardiff. Mathew recently wrote, directed and starred in his own film for the BBC called Skinny Fat which reached over half a million views online! Mathew also works at amazing local events like The Iris Prize Festival and can often be seen organising and contributing to Cardiff’s arts scene. Mathew has worked at 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 this role.

Rick Yale
Business Engagement Officer - Hospitality (day-time economy & accommodation)


Rick is a graduate from Rose Bruford College of Theatre and Performance and works as a professional actor alongside his role at FOR Cardiff. Rick recently opened and managed ‘Eartha’, a vegan café and plant shop bringing together Welsh retailers and produce, encouraging people to support local, earning the title of ‘Best Café’ of the year’ at the Cardiff Life Awards in 2021.  Rick has over ten years’ experience in the hospitality and retail sector in both customer facing roles and working behind the scenes at many hospitality events across the UK. Outside of work, Rick enjoys film, theatre and all things creative

Iesha Meah
Business Engagement Officer - Office/Professional Services

Iesha has a degree in Media Production and joins us from Capital Law as our new Business Engagement Officer. Iesha has most recently worked as a corporate legal secretary and gained valuable transferable skills that she’s excited to put into practice to enhance the city centre that she loves. Outside of work Iesha is often exploring nature or an art exhibit in the city. She’s also a veggie and a foodie and is always on the lookout for a new vegetarian restaurant to try.

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.