Latest Achievements

This week (Monday 26th September) BID hosted the Hertfordshire Vital Towns network where discussion took place about what other BIDs were doing to lobby government on the cost-of-living crises and its impact on our businesses. This will be ongoing, and our first action was to join the Association of Town & City Management (ATCM) campaign and write to our local MP. Read the letter ‘here’ and her reply ‘here’


Since 2016, over £2 million has been invested into St Albans by the BID. Here’s how we’ve made a difference:

  • Beautiful summer Floral displays
  • Christmas Lights and Illuminated decorations
  • Street Furniture- Benches on St Peters St, High St Parklets
  • Deep cleaning of the BID streets
  • Banners, bunting and bollard covers welcoming people back after lock-down with public health messages
  • Painting of bollards and clock tower benches
  • Planters, planting, weeding and watering plants


St Albans Christmas TV Advert 2021

First ever St Albans Christmas TV advert airs on SKY TV!




The St Albans Christmas advert, was launched on November 21st 2021 and was seen across multiple Sky TV channels until 24th December 2021, promoting the area as a fantastic destination for the ultimate Christmas experience.

The TV advert highlights St Albans’ unique history and heritage, independent shopping, and why it is such an amazing place to visit throughout the Christmas Period. 

The 30 second TV Ad premiered on a big screen at the Christmas Cracker Street festival on Sunday, November 21 and was welcomed with huge cheers.

The TV Advert targeted areas approximately an hours’ drive away, such as North London, Bucks, Cambridge, Essex, and Milton Keynes. (Estimated 1 million views to drive footfall)



Our Achievements so far

  • Sky TV Ads with circa £1 million views to drive footfall
  • 105 pieces of coverage since April 2021 promoting St Albans as a must-visit destination post lockdown
  • Created @shopstalbans with average monthly reach of 23,000
  • Launched St Albans gift card driving over £60,000 worth of local sales
  • Enhanced security and funded ShopSafe radio scheme providing support for 60+ businesses
  • Significant savings for levy payers through preferential contract rates
  • 100,000s of marketing material promoting St Albans, printed and distributed
  • Attracting new audiences with diverse events including pop-up markets, street events and art exhibitions helping to contribute to 5 million visitors between Jan-Oct 2021
  • Deep Cleaning 35,000 metres of streets
  • Seasonal lights and entertainment, street decorations including flowers, bunting and banners
  • Rapid response Covid business support programme established
  • Produced 60,000 free Visitor Guides and 10,000 premium Christmas Gift Guides 2021

The new visitor guide for 2022-23 is now available.

The guide is packed full of inspiration and information to help visitors and residents alike get the most out of our wonderful city.

Featuring a stunning image of St Albans Cathedral on the front and back cover, the 52-page guide covers St Albans and the surrounding areas to inspire people to make the most of their stay.

Created by St Albans BID, the guide is packed with helpful information and stunning images impressively captured by local photographers.

New for this year is a hand-drawn map created by local artist and designer Hannah Sessions, which directs people to the shopping areas and highlights the streets where visitors can discover the city centre’s exceptional collection of independent shops and restaurants.

40,000 copies have been printed and distributed locally in key attractions including St Albans Museum + Gallery, St Albans Cathedral.  The BID has also partnered with a national distribution company to deliver copies to motorway services, airports, rail networks, tourist information centres, hotels and theatres and key tourist hotspots, as well as across key premium network points across the country with high footfall and dwell locations.

Christmas Gift Guide:

Each year St Albans BID produces a fabulous festive gift guide for visitors to St Albans. Packed full of special offers, what’s on guides, events and where to stay and eat, the St Albans Christmas Gift Guide is an essential must have when visiting St Albans.

Distributed across the city centre at visitor entry points and across the south east of England at premium footfall locations, the guide has proved extremely successful in attracting visitors to our city centre.

For further information on advertising in the guide, please contact St Albans BID at


Some of the popular events which we host annually are:

  • George Street Gin & Jazz
  • Nutcracker Trail
  • Santa’s Post Box

Many of the events are sponsored, these include:

  • Food & Drink Festival
  • Sustfest
  • Alban Street Festival
  • Christmas Cracker
  • Local Business events
  • Cathedral firework display


Our mission is to ensure St Albans continues to thrive as a premium place to do business, for residents to live and for visitors to enjoy as a destination. We continue to support and unite our local business community, from negotiating collective preferential terms for professional services that make bottom line savings for levy payers to launching a shop local gift card to drive local spend.

We make a measurable difference, increasing visitor footfall and working tirelessly to support our business community during the most unprecedented of times. Post pandemic, St Albans has emerged a thriving city with big brand names and new independents choosing it as a destination to open and footfall that is above the national average.

To find out more about the support St Albans BID offers local businesses, see our Business Support page or click here 
Please get in touch to be added to our mailing list or to discuss any thoughts, comments or concerns you may have.


Awareness is crucial in bringing business to St Albans, whether from the resident or visitor economy. With digitalisation, the tools required to increase awareness are constantly changing and St Albans BID has put in place a number of systems to ensure the right audiences see the right content to drive awareness.

St Albans BID working with the St Albans Visitor Partnership, St Albans Chamber of Commerce and other local bodies created a relevant, cohesive offering on the website Curated by people who live in and love our city, with details of the businesses, attractions and events that make St Albans such a special place. Explore the new look Enjoy St Albans visitor website, here.

The website is constantly being updated with the latest events, business information and insider views to keep it relevant and desirable to our audiences. The site includes a planner to help with any kind of visit. It’s the best of St Albans at your fingertips and the main promoter of the retail and hospitality offering in St Albans. Get in touch if you think your business should be featured on the site.

St Albans BID were instrumental in transforming the independent retail and hospitality offering into an online presence and supporting it with a marketing campaign in print, radio and social media #shopstalbans.

The St Albans Gift Card launched in November 2018 has helped lock in money for local businesses. Both nationals and independents can be involved and there are currently over 70 businesses registered to accept it.

Sponsorship through advertising at festivals or events and in the St Albans Visitor Guide and Christmas Gift Guide. #EnjoyStAlbans and #ShopStAlbans online and in print.

Managing Enjoy St Albans branding and social media, increasing social media presence and followers. Since August 2020, Facebook followers for ShopStAlbans have increased by 28% and Instagram followers for ShopStAbans have increased by 83%

St Albans Gift Card

We were delighted to announce the launch of a St Albans Gift Card on 12th November 2018. The launch of the specific BID-area card helps to lock in money for local businesses. Our programme uses the existing Mastercard network making it very straightforward to set up and easy to run. It also means that both nationals and independents can be involved. The card can be spent anywhere so it’s not just for objects: it could be used for coffees or cocktails, dinner or dinner jackets, solicitors or slippers… whatever you sell, you should be able to accept the card: and the more people that accept the card, the more popular the card will be, locking more and more income into bricks and mortar stores in our City.

The Gift Card makes a great present for teenagers, work colleagues, friends and loved ones. Also, as a fantastic wedding gift or corporate reward and it’s simply perfect for anyone who is hard to buy for.

For more information please visit the website.

If you’d like to register to accept or sell the card, please click here.