HOLBA Economic benefits of the West End Arts and Culture sector
Culture
A critical economic generator and dynamic identity marker for us and our area, as London’s #1 destination for foreign direct investment and 24/7 showcase of the world’s best talent.
Our Cultural Strategy
Launched in 2020, our cultural strategy brings together:
- The London Plan
- Cultural strategies of the Mayor of London and Westminster City Council
- Our own Placeshaping and Destination strategies
Together, these form a comprehensive vision and mission to enable collaboration and unlock the full potential of the creative economy.
The challenge
Research commissioned from Arup into the impact of Covid-19 revealed stark findings:
- London’s arts and culture sector requires urgent support to survive.
- The West End’s cultural vitality is critical to the prosperity of London and the UK.
- Without intervention, the sector’s long-term sustainability is at risk.
Download the report
Our impact
Established Art of London & Art After Dark, pioneering visual arts initiatives bringing new visitors and dynamic experiences.
Delivered Scenes in the Square, celebrating cinema with an evolving statue trail and 750+ press features.
Launched Take a Moment, a wellbeing art campaign reaching 398M people globally.
Secured £3.1M investment for cultural activations through collaboration.
Generated 5.7B press reach from Art of London projects.
Introduced new festive lights and Ramadan lights, celebrating diversity and attracting new audiences.
Our goal
Engaging diverse audiences
- Deliver campaigns that attract both international visitors and local audiences.
- Promote the area as London’s cultural heartland for residents, employees, and tourists.
Amplifying reach and impact
- Leverage Art of London, Discover LSQ and WestEnd.london channels.
- Boost visibility through integrated PR and marketing campaigns.
Strategic partnerships
- Deliver integrated campaigns with London-wide partners.
- Work with London & Partners on international promotion.
Showcasing members and experiences
- Profile individual businesses and members.
- Position the Heart of London area as the “go-to” destination for authentic and immersive experiences.
Culture powers the economic success and global reputation of the West End. HOLBA’s mission is to ensure our district remains a dynamic, diverse, and inspiring destination, for visitors, residents, and future generations.
Strategies & Reports
Evening & Night-Time Economy
The Evening and Night-time Economy (ENTE) Strategy presents an ambitious, integrated, and deliverable plan for The West End.
Placeshaping
Our vision is to reshape the West End with ambitious proposals ensuring the area maintains its status as a world-class destination.
Experience Economy
For over 150 years, London’s West End has been a vibrant centre for entertainment and experiences. Analysis by HOLBA also highlights this sector as a key economic driver for growth in London’s West End.