New West End Company Chief Heads Down Under To Run First Australian BID

New West End Company

Press Office

New West End Company Chief Executive, Jace Tyrrell, is leaving the central London Business Improvement District (BID) after six years at the helm.

  • Tyrrell will join The New Sydney Waterfront Company, Australia’s first Business Improvement District, as its new Chief Executive from October.
  • Before he departs, Tyrrell calls on the Government to make simple legislative changes to support Britain’s shopping and leisure centre on its road to recovery.

28 April 2022, London - Jace Tyrrell will leave his position as Chief Executive of New West End Company this October, after six successful years in charge, to return to his native Australia and head up Australia’s first Business Improvement District - The New Sydney Waterfront Company.

As London’s West End continues to recover from the pandemic, Tyrrell will be taking on a new challenge down under, looking to replicate his successes in London’s famous shopping and commercial hub in Sydney’s Western Harbour Precinct, spanning 7 kilometres of waterfront, in a pilot spearheaded by the New South Wales Government and the City of Sydney.

The area - commonly known as ‘The Waterfront’ - aims to become a world-leading waterfront destination, building on its popularity with visitors to the famous district of Australia’s most populous city.

The announcement marks the end of Tyrrell’s six-year tenure as Chief Executive of New West End Company - a period that saw the British BID record the most successful ballot results of any BID globally, the multi-million-pound upgrades of Bond Street and Hanover Square Gardens complete and the West End set for a £5bn injection of capital in the next few years. He also led the team that has steered the world-famous district through the pandemic and its challenges over the past few years.

Ahead of the Queen’s speech next month, Tyrrell is calling on the UK Government to act and make legislative changes that will benefit West End customers and businesses as the recovery gets underway. The outgoing Chief Executive identifies the need to overhaul the business rates system, simplify the Electronic Visa Waiver Scheme for visitors from the Gulf States, re-examine the decision to abolish tax free shopping in the UK and extend Sunday trading hours in London’s two International Centres as key for the West End’s global competitiveness.

Tyrrell will continue to campaign on these priorities with Chairman Sir Peter Rogers and Dee Corsi, currently Chief Operating Officer who will lead the New West End Company from October this year.

 Jace Tyrrell, Chief Executive of New West End Company: “After six years at the helm, it is time to turn to a new chapter with a unique and compelling offer to head back to Australia in October this year. Sydney’s Western Harbour is one of Australia’s most loved areas, with a huge scope to re-assert itself as a leading global retail, leisure, commercial and cultural powerhouse.

 “Coupled with this excitement of returning down under are very fond memories and great successes achieved with the Board and team at New West End Company. London’s West End has evolved in recent years - despite the upheaval of a pandemic - and is set to transform into a district filled with innovative new brands, experiences and streetscape that really cater to the modern local and global customer.

 “But, if the West End is to achieve this, the Government must act now and make the necessary changes to facilitate our recovery and the one in eight London jobs that our area supports. Sunday trading and visa reform require a keen ear of the Government to the needs of our valued domestic and international customers - those that want to shop longer over the weekend, with an easier route to enter British shores.

 “With the Queen’s speech ahead of us, it really is time for the Government to meet businesses and employees straining to improve London’s West End half-way and give them a competitive environment to truly succeed.”

Sir Peter Rogers, Chairman of New West End Company: “For the last six years Jace has been unwavering in his commitment to the West End, standing up not only for the needs of our district, but also the wider British retail and leisure sectors. He has led the West End to new heights, spearheading major transformational schemes, and welcoming new brands and experiences to the area. He leaves in October and he will leave a great team to carry on what he has started.”

 Geoff Parmenter, Chairman of New Sydney Waterfront Company:

Having been enabled by the Premier of New Sales Wales vision for the Western Harbour with the support of the City of Sydney, Australia’s first BID will now become a reality with the commitment of a set of founding business members and the appointment of Jace Tyrrell, our inaugural Chief Executive to take the helm. We can’t wait to welcome Jace back home and bring his expertise in the world’s largest and most successful BID in London’s West End to our New Sydney Waterfront precinct.”

Alongside his position at The New Sydney Waterfront Business Improvement District, Tyrrell will also be launching a new consultancy - City-Squared Consulting. The new venture will bring together over two decades of Tyrrell’s expertise in urban regeneration, destination development and campaigning in the UK to the Asia-Pacific region.


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Notes to Editors

About New West End Company

New West End Company is a partnership of 600 retail, restaurant, hotel and property owners across the world's top shopping and leisure destination anchored by Bond Street, Oxford Street and Regent Street and Mayfair.

It works in partnership delivering transformational projects, sustainable place management, destination marketing, advocacy, inward investment, and commercial insights. It is an influential business voice, active in the wider community and a key partner in delivering a new West End.  

About New Sydney Waterfront Company

The New Sydney Waterfront Company is a not-for-profit partnership established in January 2021 with seed funding from NSW Government and the City of Sydney and is Australia’s first Business Improvement District (BID). Its Board comprises senior executives from Founding Members, and Sydney Business Chamber and will evolve to broader membership representation after the Founding Period.

It is undertaking a three-year initial programme of work. A BID Steering Committee has been convened, bringing together BIDCo directors, senior civil servants from State and the City, and community representatives, to co-ordinate and align programmes across the 7km Western Sydney Waterfront precinct with a driving vision to be world’s best waterfront.