Destination Chelmsford

Chelmsford’s image is important for all its businesses. For our retailers and leisure businesses it means more visitors and more spend. For our office and commercial sector it means a more attractive offer for the talented workforce we need. We will work in the following areas to ensure Chelmsford remains seen as Essex’s number one destination for visitors and employees.


Sue PatelGroup Team Leader


We will coordinate a marketing strategy that brings together and enhances the efforts of different partners in the city, including:

  • A brand and PR campaign for the city centre to cement Chelmsford as the premier destination in the region. We will ensure positive advertisement through various channels including digital, print, and outdoor media. We will help businesses to present a positive image on social media and do the same for Chelmsford as a whole
  • A digital strategy for Chelmsford’s online presence, ensuring that key central sites such as Visit Chelmsford include extensive and up to date information, for example on ‘what’s on’
  • Filling existing gaps in printed and digital visitor information and improving the distribution of visitor information in locations across the city, particularly at entrance hubs like car parks and the train station
  • Running an incentive scheme targeted at employees and residents with exclusive City Centre offers





Chelmsford already has a number of successful events. We want to ensure that major events bring greater benefits to the City Centre. We will work with partners such as local festivals and the Council to help convert local events into higher footfall, spend and profile for the citycentre, and provide opportunities for businesses to be involved.

We will work closely with the City Council to maximise benefits from the High Street market and explore options such as temporary specialist markets.

We will identify gaps in the city’s events programme and organise high quality activities to fill them at key times of the year. These could include, for example, themed seasonal markets, pop-up pontoons on the rivers for performances and outdoor cinema screenings, pancakeday races, street parties for big public occasions etc. An events programme should aim to benefit a broad range of businesses in the city centre and raise Chelmsford’s profile.


Evening Economy

Chelmsford has a successful evening economy that already has a Best Bar None scheme and Purple Flag status. The BID will develop an ‘Evening in Chelmsford’ strategy to help smooth the transition from the day-time to night-time economy and encourage people to stay later. This could include:

  • Offers aimed at employees to encourage them to stay after work
  • Supporting and increasing promotion of Chelmsford’s Best Bar None accredited venues
  • Ensuring a buzz with regular evening events

We will also monitor use of the late-night-levy and work to ensure that it is well deployed to support businesses and complement these proposals.





Our rivers can make a huge contribution to the atmosphere and culture of the city centre. They can be places for performance, floating cafes, attractive lighting and greenery. We will run an ideas competition to animate and improve access to our rivers.

We will work with the City Council on its Christmas lights and switch-on event to ensure the timing and locations maximise the benefit to businesses. We will organise a small number of well-coordinated and promoted late-night openings in the run up to Christmas with additional activities to add to shoppers’ experience.


Business Diversity

We will put empty units to work for Chelmsford, for example by operating them as temporary spaces for pop-up concept stores or community projects, helping to incubate new businesses and animating areas.

We will support the Council and landlords in their efforts to champion the city to new businesses.