PRODUCED BY

DEVELOP CROYDON FORUM

ANNUAL REVIEW 2019

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24Network Rail joined Develop Croydon as we were really impressed with the way they bring together public and private sector stakeholders into promoting a transformative plan for the town.  Being a member has really helped us engage with local business leaders as we develop our ambitious proposals to provide extra railway capacity through East Croydon station and the Selhurst triangle. B

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MEMBERS INVOLVEDTo date (2010-2019)

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As we come to the end of a decade, Develop Croydon has this year celebrated its tenth conference, giving us the opportunity to reflect on how far we have come over the last ten years and to consider our priorities for the next ten years, and beyond.

The town has certainly changed over the last decade with thousands of new residential units completing in the centre, and new models of living too, as build to rent has become more popular and new methods of construction have been embraced. In fact, in 2019 Croydon was the first place in the world to be home to a modular tower of 44 storeys high. This year has also seen the reopening of the Fairfield Halls and the new Legacy Youth Zone, creating great community spaces for all ages and backgrounds.

And it’s not just the developers who have been busy.

Develop Croydon held two sell out investor tours in May and September, adapting the route to take in more of the areas outside of the town centre.

We had our annual London Drinks Reception, hosted by Schroders, and attended MIPIM and LREF, launching the new Creative Campus for the borough in partnership with the London South Bank University.

Our conference returned to Fairfield Halls and was the most popular to date. Plus, we launched some new initiatives including our round table discussions, taking a closer look at our industrial and office sectors. The industrial event led to the creation of the Purley Way Forum, a sub-group of Develop Croydon, helping to consult with stakeholders in the area, promote its offer as a destination and drive forward appropriate regeneration as it becomes a new focus within the Local Plan.

So much has taken place over the last ten years, since we held the first conference, and I am very proud to have been a part of that journey. We could not have done it without our partners throughout that time so for that I thank you and I hope you will join me in looking forward to the future of the town for the next decade.

R I C H A R D P L A N TD E V E L O P C R O Y D O N , C H A I R M A N

Regeneration programme transforming Croydon into a true, modern European city.

£5.25 billion

The Develop Croydon Forum is a not-for-profit Community Interest Company representing key stakeholders, across the private, public and

third sectors, who want to contribute to the regeneration and economic renewal of Croydon.

- To promote Croydon as a location to invest, work and live.- To work closely with our partners & the London Borough of Croydon.

- To influence local, regional & national policy for the benefit of the borough.

- To be an authoritative source of information about the borough’s regeneration.

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C O R P O R A T E G O V E R N A N C E P A R T N E R S

The Develop Croydon Forum is a not-for-profit social enterprise set up by White Label in 2010 and officially incorporated as a Community Interest Company in 2013. An independent committee oversees the direction, activities and finances of the Develop Croydon Forum, which delivers a range of initiatives each year from investor tours to major conferences and seminars.

The company has approximately 68 key stakeholders who meet quarterly to discuss Forum business and initiatives.

An independent committee oversees the direction, activities and finances of the Forum. The committee is voted for by the full

membership. The committee meets approximately every six to eight weeks and is overseen by an independent chairman, voted for

by the committee.

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R O M M E L F A Y T A R E N O P T I V O

S H I F A M U S T A F A L O N D O N B R O U G H O F C R O Y D O N

J I M H E N D L E YR I L E Y C O N S U L T I N G

M A R K W A T E R S T O N ER O S E P R I D E P R O P E R T I E S

C A R O LY N K E N N E YH A M M E R S O N

B E N C R A I GN E T W O R K R A I L

V A N E S S A C L A R KS I N C L A I R C L A R K

A L I S O N A D D YG A T W I C K A I R P O R T

S T E V E Y E W M A NU N I B A I L R O D A M C O W E S T F I E L D N E I L M E R E D I T H

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Impact.O U R E V E N T S

Develop Croydon has continued to build its presence at key industry events and this plays a crucial role in encouraging continued investment and development into

the borough. In 2019, Develop Croydon took a delegation to MIPIM and LREF alongside holding its own partner meetings, annual conference, a

lunch at Crystal Palace FC and a London drinks reception. The Forum also supported the Croydon Property Show and promoted joint

activity with the Croydon Constructing Excellence Club.

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The hugely-popular Croydon Beer on the Beach drinks reception, in front of the London terrace, saw hundreds of Croydon produced craft beers consumed by more than 250 guests.

Croydon Brunch on the Beach at Plage Goeland, sponsored by Willmott Dixon, included guests from more than 50 companies.

Beer on the beach

Brunch on the beach

2019 was the seventh year that Develop Croydon led a delegation to MIPIM Cannes – the world’s premier annual property expo, which brings together the most influential decision-makers in the market and offers access to the largest available showcase of development projects.

Develop Croydon attended the London Real Estate Forum in June at the new venue, HAC Grounds, in 2019.

Partners included: Schroders, Tide Construction and

Vision Modular Systems, London Borough of Croydon and

Quintessence. Develop Croydon had its own exhibition

space, with an interactive media table, in a prime position

within the event space, attracting the crowds.

The strong messaging for Develop Croydon in 2019 was rounded up as the tenth annual Develop Croydon Conference, on 19 November, returned to Fairfield Halls.

It was the best-attended conference to date, with a packed

programme focused on ‘Croydon 10’. Delegates learnt about

plans for continued investment and ongoing regeneration

throughout the next decade and discovered opportunities

created by Croydon’s £5.2bn regeneration programme, with

a focus on industrial, housing, culture, public space,

architecture and technology.

Supporters for the event included Croydon Council, Gatwick

Airport, Stanhope, Schroders, R&F Properties, Tide Construction

and Vision Modular Systems, Apex Airspace, Croydon BID,

Fairfield Halls, John Whitgift Foundation, Kier, MICA, Price

Kitchens, Regent Land Developments, SHW and Willmott Dixon.

MIPIM LREFMEETINGS

DEVELOP CROYDON CONFERENCE

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Taking place in March, Develop Croydon attended the event with a large delegation and launched

the new ‘Creative Campus’ plans with London Borough of Croydon and London South Bank

University, while promoting partners, investment opportunities and development taking place

across the town. Develop Croydon organised a variety of events at MIPIM to help promote

Croydon to a global audience, working with London Borough of Croydon and other key partners

Brick by Brick, Schroders, FI Real Estate Management, Gleeds, Quintessence, R&F Properties,

SHW, Willmott Dixon, Geraghty Taylor, Menta, MICA Architects, Riley Consulting, Sinclair Clark,

STax, Tide Construction Ltd and Unibail-Rodamco-Westfield.

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Develop Croydon held three meetings in 2019 for

Partners to attend to hear the latest updates about

initiatives and schemes across the borough. Speakers

have included representatives from Croydon Council,

Fairfield Halls, ITC Concepts, Network Rail, Croydon

College, OnSide Youth Zone, Evolve, EDF Energy,

Gatwick Airport, L&Q, FI-REM, Able Waste, No.26, Wates,

Regent Land, Atkins Global and Hurley Palmer Flatt.

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In 2019, Develop Croydon held their annual London Drinks Reception, which was this year hosted by Schroders at their offices in 1 London Wall Place.

The second Croydon Property Show, supported by Develop Croydon, was held in May.

LONDON DRINKS RECEPTION

CROYDON PROPERTY SHOW

Over 100 people attended the evening event, with speeches by: Richard

Plant, Develop Croydon and SHW, Cllr Paul Scott, London Borough of

Croydon and Jessica Berney, Schroders.

This included a ‘Why live in Croydon?’ seminar, hosted by Richard Plant, Chair of

Develop Croydon and Partner at SHW, and Maddy Duxbury, Founder of East Croydon

Cool. The talk detailed the benefits of living in the borough and gave an outline of the

future prospects of the town.

The event was a resounding success with more than 300 people attending to find out

more about buying a property in Croydon and providing hugely positive feedback.

Impact.M A R K E T I N G R E A C H & P E R C E P T I O N

Develop Croydon has continued to push forward its media presence and audience reach, ensuring that there is positive

publicity surrounding the regeneration of the borough. In 2019, the Forum was shortlisted for the ‘Partnership Working’ Award at

the Planning Awards, has increased its coverage in trade press and built a stronger social media presence as well as continuing to build its website

traffic and monthly bulletin reach.

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for ‘Partnership Working’ in the Planning Awards

increase in Instagram followers

new reports produced focusing on industrial and office sectors

New users to the Develop Croydon website

Linked-In followers on newly launched page

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The number of copies produced of the Croydon News

50,954In 2019, The Develop Croydon Forum was shortlisted for the ‘Partnership Working’ Award by the Planning Awards.

Develop Croydon’s Chair and Forum Secretary attended the awards

ceremony on 4th June, networking with leading businesses and people

in the industry and gaining recognition for the work the Forum has done

since its conception in 2010.

Develop Croydon has continued to build strong relationships with both the trade and local press and secured coverage across key publications across 2019.

Articles appeared in Estates Gazette, Property Week, Croydon

Advertiser, East London Lines and Infabode Digest. Much of the

trade press coverage achieved was about the Develop Croydon

Conference, with articles also placed regarding Croydon

businesses as part of the PR campaign.

PLANNING AWARDS

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The Croydon News is printed two times a year, generally in time for the key industry events - MIPIM and the Develop Croydon Conference. It is distributed at the events, to interested parties, with the latest updates from Croydon and is also sent out to the general public through distribution within the Croydon Advertiser.

Develop Croydon has continued to grow its followers on Twitter. The account currently has 4,574 followers - a 5% increase in 2019, with MIPIM, Develop Croydon Conference and Investor Tours creating the largest peak in impressions. Tweets from the account include links to news stories on the Develop Croydon website, live tweets from events and planning

committees, plus retweets of relevant Croydon news.The Develop Croydon Instagram account has continued to grow and currently has 660 followers, a 59% increase in 2019. In 2019, a LinkedIn company page was also set up, which currently has 201 followers.

CROYDONNEWS

SOCIALMEDIA

The website continued to grow in 2019 with the news feed and development map being the most popular pages.

The site has attracted nearly 30,000 new users and almost 4,000 returning visitors. There were spikes in traffic when the newsletters went out each month.

DEVELOP CROYDON WEBSITE

Every month Develop Croydon sends out an e-newsletter to its large database informing readers of the latest development updates and news from the borough, along with supporting campaigns.

The Develop Croydon newsletter click to open rate is well above the average industry standard, with the number of click throughs to the website at 16.61%. The Develop Croydon Industrial Round Table was the most popular in 2019.

E-BULLETINS

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Impact.R O U N D T A B L E S

Develop Croydon identified key sector areas in the borough which could be focused on to generate detailed discussions and produce collateral to be used to promote the borough as well as identify key issues and

opportunities for stakeholders to act on.

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INDUSTRIAL ROUND TABLE

The focus on Croydon’s regeneration has often honed in on the town centre, but with the growth in the industrial and logistics sector the town is now looking to the Purley Way and beyond, embracing the importance of these areas in forming an industrial hub that serves London and the South.

On 5 March 2019, Develop Croydon bought together

a panel of experts; Oliver Bycroft, Prologis, Heather

Cheesbrough, London Borough of Croydon, Rupert

Crossland, Valor Real Estate Partners LLP, Steve

Dennington, London Borough of Croydon, Tessa English,

JLL, Luke Fisher, Capital Industrial, Alex Gale, SHW, Colin

Lawrence-Waterhouse, Aviva Investors and Rupa Patel,

Day Lewis, who identified the town’s strengths in the

market, the challenges it faces and what the future could

look like for both Croydon and the market. The full report

was printed and distributed throughout the year and is

available on the Develop Croydon website. It also led to

the creation of the Purley Way Forum.

COMMERCIAL OFFICE ROUND TABLE Croydon is one of the largest business districts and home to a number of company headquarters including Superdrug and Mott MacDonald as well as being a hub for the public sector offices such as the Home Office and HMRC.

In recent years it has seen a loss in office stock as more than

27 of its B1 buildings have been converted into residential

under Permitted Development (PDR), while there has also

been a shift in consumer demand as flexible office space

becomes more popular.

On 27 September 2019, Develop Croydon brought together

a panel of experts; Paul Norman, CoStar News, Andrew

Thomson, Freshwater, Jim Hendley, Henry Riley LLP, Carol

Squires, London Borough of Croydon, Dominick Mennie,

London Borough of Croydon, Richard Lewis, Menta, Lilibeth

Abat, Network Rail, Piers Nickalls, Savills, Holly Purvis, SHW,

Vanessa Clark, Sinclair Clark, Clare Jennings, Superdrug and

Jessica Berney, Schroders to identify the town’s strengths,

the issues it currently faces and what the opportunities are

for the future. The full report was printed and distributed

at the Develop Croydon Conference and will be available at

future events as well as on the Develop Croydon website.

Impact.O C C U P I E R F O R U M

The Occupier Forum has continued to grow reaching more businesses in the borough and ensuring that Develop Croydon is able to reach out

and maintain strong relationships with the employers in Croydon and their employees.

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Develop Croydon has provided us with a great opportunity to be part of a collaboration driving the town forward. Our involvement has allowed us to communicate with key stakeholders in the town and build closer relationships with

the main influencers in the borough. It has given us the platform to learn more about the area we are working in as well as to promote our plans for the future – Oliver Bycroft, Director, Prologis

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The Occupier Forum holds meetings three times a year and Develop Croydon has continued to build on this in 2019 with strong attendance for the events and the database continuing to grow.

Each meeting attracted 40 - 50 representatives, with speakers from Croydon College, Legacy Youth Zone, Croydonist, Network Rail, Evolve, Fairfield Halls, JJ Rhatigan, My PT Studio, London Borough of Croydon, Mind, No.26, Croydon BID and Croydon Commitment.

MEETINGS

The Occupier Forum e-newsletter is compiled every month by Develop Croydon, with a focus on development updates relevant to employees and any cultural and business news.

The Occupier Forum newsletter database continued to grow in 2019. It had a high click to open rate of 34% and is disseminated by employers to their employees too.

E-NEWSLETTER

Following feedback from the Work in Croydon steering group, it was felt that employees would benefit from Develop Croydon attending their offices, along with relevant partners, to discuss the developments and regeneration taking place around the borough.

The second roadshow was held in April at EDF and was a big

success, with positive feedback.

ROADSHOW

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The Occupier Forum issued its fourth annual Workplace Survey in September 2019, targeted towards employees in the borough to find out more information about who works in Croydon and their views on the town.

More than 500 employees took part in the survey and it was extensively promoted online via social media, the monthly e-newsletter as well as in print to the key employers and retailers. It was also distributed by Croydon BID, White Label and Develop Croydon to Allianz and EDF to promote to their employees.

The survey identified that the borough was able to retain staff with more than a third of employees having worked in the town centre for more than 10 years, with more than half of those surveyed highlighting it was the employers that attracted them to

the area.

WORKPLACE SURVEY

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Why

ALTHOUGH NEARLY HALF FELT CROYDON’S PERCEPTION HAD CHANGED FOR THE BETTER OVER THE PAST FIVE YEARS

40% listed reducing anti-social behaviour

When asked ‘what would deliver the most significant impact on Croydon?’ 30%

said the main leisure attraction was the shopping

53% are spending their leisure time in Croydon town centre on a daily, weekly or fortnightly basis.

23% listed Croydon’s nightlife as their main leisure attraction

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Croydon? Following the Industrial Round Table held by Develop Croydon earlier in 2019, the Purley Way Forum a sub group of the Develop Croydon Forum was created.

Recognising its importance to Croydon and South London as an industrial and logistics location, as well as an alternative retail offer to the adjoining town centre.

Founding partners include London Borough of Croydon, Day Lewis, Prologis and SHW.

The aims of the Purley Way Forum are:

• To share positive communications about the Purley Way as a place to work between employees and employers on the Purley Way.

• To engage stakeholders on the Purley Way in Croydon and Sutton’s regeneration, promoting its positive impact on the area

and discussing the opportunities and challenges of future development and economic growth in the area.

• To pool resources to bring forward positive change in the area, with potential focus including collectively marketing of the area with newsletter and comms.

PURLEY WAY FORUM

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Building Perceptions

PromotingCommunications

Wanted to see a change in Croydon’s image to ‘cultural

Capital of the South East’

Said the new unibail rodamco Westfield/Hammerson shopping

centre. Nearly a 10% increase on 2018.

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Impact.I N V E S T O R T O U R S

Develop Croydon has seen the investor tours continue to grow in popularity with both fully booked ahead of the event. This has enabled new and current developers, investors and

businesses to be able to explore Croydon and get an understanding of the regeneration taking place and the opportunities to them.

An outstanding tour around Croydon which was well considered and highly informative; all in good company.

I would highly recommend this event.

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The tours also provide attendees an opportunity to see all the positive work that is taking place in Croydon and help change any misconceptions.

In 2019, two tours took place in May and September with more than 50 delegates attending each one. The tour consisted of a networking breakfast and lunch, a coach tour of some of the key development sites, a tram journey around the town, a tour of the Alms Houses and a walking retail tour.

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SUMMARY

The Develop Croydon Forum CIC has continued to strengthen its position during 2019 maintaining a healthy turnover, increasing membership subscriptions and extra sources of income while controlling its spend despite having to issue a number of credits in the year. The result is that the non-profit organisation has successfully achieved its aim of a balanced budget targeted at promoting Croydon as an inward investment location.

FINANCIAL OVERVIEW 2019:

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PROFIT AND LOSS ACCOUNT 2019 2018 2017 2016 2015 2014

TURNOVER £113,458 £116,028 £112,178 £118,295 £127,875 £110,665

ADMINISTRATIVE EXPENSES £112,909 £116,287 £112,178 -£117,320 -£119,095 -£118,745

PROFIT (LOSS) BEFORE TAXATION £549 -£259.41 £392 £975 £8,780 -£8,080

INCOME

The majority of the Forum’s income remains membership fees, which accounts for 88% of the total income. The remainder of the income comes from paid advertisements in the regular Croydon News.

There was an increase in ‘other’ income year on year due to the new Purley Way Forum membership.

Overall membership increased in 2019 with 16 new members.

EXPENDITURE (ADMINISTRATIVE EXPENSES) BY TYPE

As in previous years, the majority of the expenses incurred by the Forum relate to its attendance at conferences and the staging of events, including Investor Tours.

EXPENDITURE BREAKDOWN

EXHIBITION AND CONFERENCE EXPENSES16%

PR, COMMS AND SOCIAL MEDIA16%

MEMBERSHIP COMMISSION 11%

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INCOME 2019

MEMBERSHIP FEES £100,208

OTHER £13,250

TOTAL £113,458

OCCUPIER FORUM9%

TRANSPORT HIRE0%

CROYDON NEWS8%

INTERNET AND IT1%

DESIGN2%

PRINT 3%

INVESTOR TOURS/PHOTOGRAPHY/ROUND TABLES 11%

SUBSCRIPTIONS1%

AUDIT AND ACCOUNTING FEES2%

FORUM MEETING FACILITATION 11%

PRODUCED BY

DEVELOP CROYDON FORUM

ANNUAL REVIEW 2019