Wimbledon Town Centre thrives because of the businesses that shape it — and Love Wimbledon exists to champion and support them. Through delivering high-quality events, promoting local businesses, and creating sustainable, engaging spaces, we work to drive footfall, encourage local spend and enhance Wimbledon’s reputation as a vibrant destination. We sat down with Jennifer Watters, our Head of Marketing and Events, to learn more about the work happening behind the scenes to deliver value for our BID community.
Can you tell us more about your role at Love Wimbledon?
I am responsible for developing and managing event and marketing activity across Wimbledon Town Centre. Our events programme is something I’m incredibly proud of – from markets and Big Screen tennis to Winterfest and the Summer of Sport – but today I’m focusing on how we promote the town centre.
I joined the team around six years ago. Although I’m Canadian, I have lived in the area for ten years, so I truly feel invested in the community. My goal is to showcase everything Wimbledon has to offer – we’re the voice of the town centre. Our marketing activity focuses on generating measurable value for our levy payers — whether that’s increased footfall, digital reach or engagement with local audiences. I am passionate about seeing results, so we analyse and learn from everything we do to continuously improve.
What kind of impact does your marketing have?
We align our campaigns with seasonal trends and business priorities. Last year, we reached 10,000 followers on Instagram – a huge milestone for the team – bringing our total digital audience to over 30,000. Our role is to drive footfall, increase visibility and create commercial opportunity for businesses in the BID, while showcasing the breadth and diversity of the town centre – from health and wellness to experiential brands, retail, hospitality, and corporate headquarters. There are so many great stories to tell, and we are fortunate to have such an engaged community that we work hard to connect with. We’re also seeing tangible results on the ground. Our ‘Christmas All Wrapped Up‘ campaign delivered a 7% year on year increase in footfall, demonstrating the impact targeted seasonal campaigns can have for the town centre.
What do you think is one of Love Wimbledon’s strongest promotional tools?
It has to be the Privilege Card. It’s an offers-based programme which is free for anyone who works in the Love Wimbledon BID area and generates a huge amount of interest. The Privilege Card not only benefits local employees but also encourages them to spend within the BID area, directly supporting businesses. The programme now has nearly 8,500 subscribers, and our monthly newsletter has exceptionally high open rates. With over 100 offers available, it is easy to see why it’s so popular.
Is there anything practical businesses can do to market themselves?
Absolutely – tag us on social media! Authenticity is key; don’t be overly sales-focused, be proud of what you do, your team, and your business, and make sure your voice comes through. Instagram is one of our most-used platforms, Facebook is still strong, and having a website that clearly reflects your business, values, and services is essential – it’s your shop window. And never underestimate word of mouth; it’s not just how you promote your business, but the experience that people remember.
And finally, what’s your favourite part of the job?
Seeing footfall increase and receiving positive feedback from BID businesses and town centre visitors as a result of our work. It is incredibly rewarding.
We’re always looking for more businesses to get involved — whether that’s through sponsorship, events, or the Privilege Card. Get in touch if you would like to learn more about upcoming opportunities. info@lovewimbledon.org