New Manager to Lead St Andrews BID
A St Andrews-born graduate with four years’ experience in project management and hospitality is taking the helm of the town’s Business Improvement District as it begins its next five-year term.
Annabelle Sey has been appointed as the new BID Manager. Her appointment comes just weeks after St Andrews businesses voted in favour of renewing their Business Improvement District, securing more than £1 million of investment for the town over the next five years.
The St Andrews BID, which has been in force since 2016, gives levy-paying businesses (those with a rateable value of over £12,000) the chance to continue supporting the town centre economy for another five years, running from 2 August 2026 until 1 August 2031.
Annabelle joins the BID from the University of St Andrews’ Business Transformation team, where she has worked as a Graduate Apprentice while completing a four-year Business Management degree at the University of Dundee. As part of the Business Transformation team, she has worked on complex change initiatives, gaining valuable experience in project management and business analysis.
A former pupil of Madras College, Annabelle also brings first-hand experience of St Andrews’ hospitality sector, having previously worked at both the Old Course Hotel and The Peat Inn. This experience has given her an insight into the challenges facing hospitality businesses, as well as the opportunities presented by St Andrews’ position as a world-renowned destination.
Debbie MacCallum, Honorary Chair, said, “On behalf of the Board, we are delighted to welcome Annabelle to this role. It was important to us, and for the businesses we represent, that the BID would be led by someone who lives and breathes St Andrews. Annabelle, who brings a fresh perspective and real enthusiasm to the role, is genuinely invested in the town’s future and is committed to making the town the very best it can be. We are excited to embark on the new BID term with Annabelle as BID Manager.”
Annabelle added, “The role appealed to me greatly because it brings together my background in project management with my close knowledge and understanding of the town as a local. I care deeply about St Andrews, so having the opportunity to contribute to its future is a real privilege.
“There is already so much happening here and there’s so much potential for BID to work with businesses and other organisations to collaborate more effectively. We have a huge amount of footfall coming into the town, whether that’s students and staff through the university, golfers, tourists or families. The opportunity is to think strategically about how we make the most of that – and how we give people even more reasons to visit. For example, while we must maximise the opportunities that can arise from The Open Championship returning to St Andrews in 2027, it’s also about creating benefits that last well beyond that, turning that exposure and investment into longer-term benefits for the town.”
Born and bred in St Andrews, Annabelle is also acutely aware of the town’s sensitivities.
“St Andrews is much more than a global tourist destination. It’s also a community where people live, bring up their families, work and study, and I appreciate that’s a fine balancing act. We need to make sure that every success and every win translate into benefits for the whole town and those who actively contribute to it.”
One of the biggest challenges Annabelle sees is addressing the significant difference between the town’s busy summer season and the quieter winter months, adding, “We know St Andrews is incredibly busy in the summer, but the challenge is what happens when winter comes and that’s where events like The Hoolie come in, but we can do so much more. We need to think about how we make St Andrews an attractive place to visit all year round, particularly during those quieter months.
Based at the BID office at 42 South Street, St Andrews, KY16 9JT, Annabelle is looking forward to becoming immersed in the local business community – “I’m looking forward to getting out and about, meeting businesses and being a visible, hands-on presence in the town, listening and understanding what matters to them. I’m incredibly passionate about St Andrews and I’m excited about what we can achieve over the next five years.”
BID St Andrews delivers projects that go beyond the core services provided by Fife Council. A key priority of the renewed BID is to further improve the appearance, cleanliness, and overall environment of the town centre and build on the success of the Clean and Green Team, with work underway to explore how this can be expanded and enhanced. This will sit alongside a winter programme of events and health and wellbeing initiatives to attract visitors and support businesses during the quieter months, as well as improved signage, wayfinding, business support and training opportunities.
For more information, tel. 01334 477697, email info@bidstandrews.co.uk or visit www.bidstandrews.co.uk
ENDS