The Fitzrovia Partnership
28 August 2015
Fitzrovia has maintained its status as an urban village promoting a combined upmarket and unconventional atmosphere in inner West London since its branding in the 1930s.
Constructed of a mixture of residential, commercial, medical and educational institutions, Fitzrovia is a truly diverse location within London. With the ever increasing financial difficulties, the protection and defence of the area is losing place as a priority however there are schemes in place to ensure the maintenance of such a rare zone.
The biographer Paul Willetts referred to Fitzrovia as a ‘retrospective label applied…fashionable rendezvous for a diverse range…with a taste for bohemian life…’ and this encapsulates the variety of life available in the zone as a business and residentially equal district. In 1975, the first neighbourhood centre opened with the aim to protect the special assorted characterisation and ensure maintenance of all aspects of Fitzrovia. As well as the residential buildings and medical connections, the area also houses UCL and University of Westminster buildings and the BBC News Broadcasting House amongst other media centres.
In 2009, several companies came together to establish the Fitzrovia Partnership and Business Improvement District schemes with the goal to bring business and community-led initiatives to the commercial and residential district. The Fitzrovia identity is at the heart of the partnership design, with development and stimulating of businesses and communal activity. With the challenges imposed by the financial troubles testing the desirability and sustainability of Fitzrovia, conclusions were drawn that in order to maintain the Fitzrovia character, inward investment and commercial stimulus had to be embraced for the community as a whole. To simplify: to create a collective voice and sustainable resources to facilitate competitive and efficient development of the area.
The services offered by the partnership are widespread and all inclusive, focusing on environmental maintenance, business development and conservation investment. The waste management scheme provides BID members with free recycling bins and ensures that all waste is treated in the highest sustainable manner as well as guaranteeing economic savings. The partnership also provides services at a cheaper cost than other businesses including electricity, taxis and pest control. The environmental schemes include improving air quality, keeping the streets clean and Carbon savings. Supporting the local and business communities is an important aspect of the partnership, and schemes including loyalty cards for local businesses and reducing operation costs, are well established in the area. These goals can all be drawn under the umbrella of self-management, the ultimate goal of the partnership, creating a Fitzrovia that thrives upon its own success.
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