How we do it

Advocacy

The West End is a globally admired destination and one of the UK’s most productive economic centres – a status that’s hard-won.

For the West End to be the first choice for visitors, businesses and investors, we need measures that encourage growth, and an environment that drives inward investment and visitor spend. That means rates that businesses can afford to pay, tourist levies that are communicated clearly, raised fairly and spent locally, and proportionate investment in the further reduction of crime.

We champion the policies, partnerships and campaigns that ensure the West End remains a world-class destination.

Championing Growth and Opportunity

Our Aim: To champion policies, partnerships and campaigns that ensure the West End remains a global leader.

Our core services:

• Engage with government, policymakers, and industry groups to secure legislative and policy changes that support business success and long-term prosperity.

• Highlight the West End’s unique strengths at international trade shows and campaigns, reinforcing its role as a top-tier destination for investment, tourism, and retail.

• Work with key stakeholders, including the Metropolitan Police, Mayor’s Office for Policing and Crime, Westminster City Council, and Government, to secure additional, dedicated investment into West End policing, with a recognition of the district as a strategic priority, against a backdrop of wider funding constraints.

• Promote the success of operational teams, crime reduction initiatives, and intelligence-led policing, ensuring businesses and visitors see the tangible impact of our work in keeping the West End safe.

• Collaborate with the Mayor of London, Westminster City Council, industry leaders and the wider West End to deliver transformative projects like the Oxford Street Mayoral Development Corporation and the regeneration of Regent Street.

• Lead High Streets UK national initiatives to address shared challenges facing flagship High Streets, advocating for policy solutions to drive growth.

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New West End Company helps convene the right people, shape shared priorities and ensure the West End continues to lead with ambition, quality and care. Its deep understanding of the district means they can support individual streets like Regent Street, but also the district as a whole. We succeed when we work together.

Charles Owen, Head of Asset Management at The Crown Estate

Key contacts

Lorna Keegan

Head of Corporate Communications and External Affairs

Juliana Freitas

Corporate Communications Manager

[email protected]

Our pillars

Our four strategic pillars guide everything we do, ensuring the West End remains safe, vibrant, competitive and future-ready.

Operations

We promote a clean, safe, and resilient district – one that supports businesses, visitors, workers and residents alike.

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Experience

We shape and promote the West End experience – from our world-famous festive lights, to seasonal art installations and pop-ups.

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Innovation

We harness cutting-edge data and technology to give our members a competitive edge – helping them spot opportunities early, respond to market shifts, and plan with confidence.

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Advocacy

We champion the policies, partnerships and campaigns that ensure the West End remains a world-class destination.

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