Coleraine BID Relaunch Event to Outline Future Vision for Town Centre

Businesses (levy payers) across Coleraine town centre are expected to gather on Friday (tomorrow) for the relaunch of Coleraine BID following a prolonged period of uncertainty surrounding the organisation.

The event comes after significant leadership changes over the past year, including the termination of previous directors and ongoing questions from levy payers about the Business Improvement District's future direction.

Levy payers attending the relaunch are expected to receive updates on a range of future projects and initiatives, along with introductions to new board members and plans to rebuild engagement with businesses across the town centre.

Among the initiatives expected to be discussed is the planned return of the town centre speaker and audio system, first introduced under the BID in late 2023.

The town audio project followed on from the launch of a Christmas FM radio station in 2019, which broadcast festive music, local promotions and community messages throughout the town centre during the Christmas period.

The seasonal station was launched with guidance from Triovia, a freelance digital marketing company involved in several digital initiatives related to the BID at the time.

Following strong public engagement and positive feedback from businesses and listeners, the concept later evolved into a more permanent town centre audio solution.

The system allowed music, announcements, and local advertising to be broadcast throughout parts of the town centre and was designed to improve the atmosphere in the retail area while also providing promotional opportunities for local businesses.

The project introduced year-round streaming through the town’s speaker network alongside Alexa integration and a web stream allowing people to listen from home or while away from the town centre.

The system was also designed to make it easier to manage audio content, business promotions and announcements throughout the year.

At the time, the system utilised the Radio.co broadcasting platform, enabling scheduled audio programming, local business advertisements and live broadcasting capabilities.

The BID audio platform also featured podcasts and pre-recorded audio segments from local businesses, giving traders the opportunity to speak directly to listeners about promotions, products, events and town centre activity.

The Radio.co platform also allowed audio advertisements and promotional messages to be created quickly using AI voice technology, removing the need for a traditional recording studio setup for many campaigns. In addition, approved BID staff, freelancers and operators with access to the platform were able to broadcast live at any stage, allowing the system to react quickly to town centre events, announcements and activities in real time.

Businesses attending Friday’s relaunch are also expected to hear further details around plans to develop a user-friendly town app featuring a digital map, local event listings and exclusive offers.

The concept of a town app had previously been explored during the BID’s earlier term. However, a decision was made at the time to place greater focus on developing richer web-based content and digital platforms.

Part of that decision reflected the rise of AI-powered search tools and changing visitor search behaviour, with those involved believing websites and searchable content would provide stronger long-term visibility for businesses, events and attractions when people searched online.

It was also recognised that a number of larger digital platforms already operating across the Borough had established audiences and significant regional reach, raising concerns that creating another standalone platform could lead to unnecessary duplication and additional spending.

Instead, the focus shifted towards strengthening searchable web-based content and digital visibility rather than “reinventing the wheel” with another isolated platform competing for the same audience attention.

The BID board is also expected to outline a renewed focus on business engagement and communication across the town centre.

According to information expected to be shared with levy payers, the organisation plans to expand levy payer information sessions alongside the introduction of sector-specific “think tank” groups aimed at encouraging greater collaboration between businesses operating within different industries.

The BID is also expected to place increased emphasis on strengthening business-to-business networking opportunities and developing closer partnerships across the town centre.

Communication with levy payers is expected to be enhanced through monthly digital updates, dedicated business WhatsApp groups and increased face-to-face engagement between the BID team and local traders.

The organisation is also expected to outline plans for broader town promotion campaigns, including billboard advertising in nearby towns aimed at highlighting Coleraine’s retail, food and visitor offering.

Other proposals expected to be discussed include additional town centre information boards and signage, alongside targeted seasonal marketing campaigns combining digital advertising and influencer marketing.

A dedicated TikTok page is also expected to form part of future plans, with a focus on showcasing local businesses through short-form video content aimed at reaching younger audiences and increasing online engagement with the town centre.

The BID is also expected to outline plans to further grow its Instagram and Facebook presence through more regular content, stories and live updates from across the town centre.

Among the initiatives referenced within the organisation’s annual report is the exploration of subsidised parking schemes. The issue had also previously been discussed during the first year of the BID’s second term through partnership discussions involving Northern Regional College and the then Chief Executive of Coleraine BID, Jamie Hamill.

The BID has also stated it intends to introduce monthly newsletters to help keep businesses and the wider public informed about town centre initiatives, projects and events. Monthly newsletter communication had previously formed part of the BID’s communication strategy prior to leadership changes in May 2025.

Businesses may also receive an update regarding plans for a civic welcome event for Coleraine FC following proposals brought forward by councillors within Causeway Coast and Glens Borough Council.

The proposal received full support from councillors, with council officers asked to engage with local stakeholders, including Coleraine BID, regarding arrangements and wider town centre involvement. The event is expected to take place in July and would recognise the club’s recent achievements and contribution to the town.

Friday’s relaunch event is expected to provide businesses with a clearer understanding of how the BID intends to move forward following a turbulent period, with many levy payers expected to look for reassurance around future engagement, town centre investment and long-term direction.

At Explore Causeway Coast & Glens, we wish Coleraine BID and its new leadership team all the best as the organisation enters a new chapter.

Coleraine has a significant amount to offer across retail, hospitality, tourism and community life, and many businesses will be hopeful that the new board and leadership team can help bring fresh energy, stronger communication and a clear long-term vision for the town centre moving forward.