Jace Tyrrell returns to New West End Company as external affairs chief

The consortium that manages and promotes the area around London's Oxford and Regent Streets is to bring back Jace Tyrrell to lead its comms less than a year after he left the organisation.

Jace Tyrrell: rejoining NWEC
Jace Tyrrell: rejoining NWEC

Tyrrell left New West End Company (NWEC) for the City & Westminster property associations in September after nine years as director of comms but will return in the autumn as managing director of external affairs.

Tyrrell was approached to rejoin the organisation after the recent departure of his successor Sally Eden, who a spokeswoman for NWEC claimed had joined as interim six-month cover.

The current interim head of comms is Helen Dickinson, the former director of comms at John Lewis.

Tyrell will head up NWEC’s development of a new Property Business Improvement District (BID) later this year. 

On the Property BID, Tyrrell will report directly to NWEC’s board, which includes landlords such as Great Portland Estates, The Crown Estate, Derwent London, Frogmore, Land Securities and Grosvenor.

On retail-led strategic comms, Tyrrell will report to NWEC’s CEO Richard Dickinson. He will also lead the organisation’s public affairs and consumer marketing across the core West End retail streets.

Dickinson said: "Property-led BIDs in London will be a reality by October. New West End Company, which is already delivering £25m investment future-proofing London West End’s retail streets, is well placed to launch one of the UK's such BIDs.

"This will create further investment into and ensure we play our part in delivering the potential of Crossrail, which will bring millions of additional visitors into central London by 2018. 

"Jace Tyrrell was an obvious candidate for the job, possessing unrivalled knowledge of London’s major stakeholder organisations, BIDs, election campaign strategies and, critically, the property industry. His role will enable New West End Company to drive the interests of property owners and retailers to ensure the West End continues to be the most exciting shopping destination in the world."

Tyrrell said: "Our job is to deliver an outstanding environment for international brands to invest and locate, a world-leading shopping experience for the 280 million visits each year, and generating spend for retailers and hotels will be the ultimate goal."

Pilot Property BIDs are to be run in London ahead of a wider roll-out of the scheme, with regulations around the newly created BIDs set to be in place by October.

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