Our Area

The Heart of London area is one of the most culturally rich in the world, sitting at the centre of London’s West End and critical to the UK’s heritage.

In this section:

The world-famous Leicester Square and Piccadilly Circus are the epicentre of London’s cinema, theatre and entertainment industry. Piccadilly and St James’s are quintessentially British and home to some of the world’s leading hotels, restaurants and cultural attractions.

St Martin’s is one of London’s oldest parishes, the home of renowned theatres, the inspiration for some of literature’s most recognisable places and the namesake for one of the capital’s most intriguing streets. It is also a critical thoroughfare for Central London, the bridge between Leicester Square and Covent Garden and essential to the proper functioning of London’s West End.

Districts & BIDs

Piccadilly and Jermyn Street
Piccadilly Circus and Leicester Square
St Martin’s

Each district comprises a Property Owner BID and an Occupier BID

The Piccadilly and Jermyn Street BID is being expanded on its western boundary to take in Berkeley Street, Stratton Street and Mayfair Place, which forms the gateway to Green Park station. Our expanded area will be up to but not including Berkeley Square. This is illustrated in red and black above. This expansion will be included in the next renewal ballot, which will take place in February to March 2027.

St James's Business Partnership 

The St James’s Business Partnership offers a time-limited, voluntary platform to deliver immediate value, strengthen competitiveness, and prepare the ground for a full BID in 2029.

The Partnership provides an agile, voluntary route to unlock value immediately, strengthen competitiveness, and establish the blueprint for a 2029 BID - underpinned by HOLBA’s proven, 20-year track record.

What we do

View allWhat We Do

Support

We provide advice, assistance, and data insights to our members across their critical activities.

Manage

We work to create a social, economic, and environmentally sustainable area in which businesses, employees, and consumers all benefit.

Promote

We work to ensure our area remains a world-class destination, through the delivery of targeted PR, marketing and cultural events.

Shape

We work to shape a resilient, sustainable, and investable area that values the role culture and commerce play in its success.

Advocate

We protect, defend and promote our members’ interests through campaigning on the issues that matter most to them and the area.