Belinda’s background is in Administration Management and Corporate Social Responsibility.

She has helped many national and international blue-chip companies to develop their Employee Engagement and Community Investment strategies.

She has lived and worked in Gloucestershire for more than 20 years.

Phil is a former Administrator and Cinema Support Manager who has enjoyed working for the BID since the autumn of 2017

Phil has lived in Cheltenham for 30yrs and during his time with BID, he has been involved in many aspects including The Festivals, tidy-up projects and meeting and greeting tourists.

Having run her own businesses in different sectors (import-export and health and fitness), Jo-Anne has a good understanding of how businesses operate and is keen to help BID businesses succeed in the post-pandemic recovery era.

As a local resident, she has been an enthusiastic advocate for previous BID initiatives such as Light Up Cheltenham, the BID-Sponsored “Around Town” gigs as an extension of the music festivals and Christmas light Switch On events.  Jo-Anne enjoys being customer-facing and helping visitors to get the most out of their time in the town centre as well as being a support to the businesses themselves.

Alex is the Managing Director at Beards the Jewellers and is the sixth generation of the family to run the store. He was brought up in Cheltenham and studied at Cheltenham College.

Alex is the current Chair of the BID Board.

Philip is the Director of Under The Prom and Coco nightclubs.

He studied at The University of Gloucestershire where he took a degree in Marketing.

He has many years of experience working in the licensed trade and entertainment sector.

Stephanie owns Domaine 16 on Regent Street. She has more than 15 years’ experience in Cheltenham’s hospitality scene and is proud to call herself a Cheltonian.

Claire is the Brand Experience Manager at John Lewis & Partners.  As well as being responsible for the events and marketing team at the Cheltenham Store, Claire also oversees the many wider community projects that the Company gets involved with.  Living locally, Claire’s contribution to the BID a board member ensures she can make a meaningful difference in the town centre.

Scott is the Centre Manager at Regent Arcade.  He has more than 25 years of retail experience and has been managing shopping centres of different sizes accross the region for most of that time.

Scott was on the shadow BID board and formed part of the original BID board.  During the recent planning for the development of Regent Arcade, Scott took a short break from the board. He rejoined the BID board in March 2020.


Bridget has been the Managing Partner of Willans since 2016. With three years of shared experience before that, she previously headed the firm’s residential property team. Bridget’s passion for community building has been a major focus for Willans during her leadership. As a responsible and ethical firm, she recognises the importance of contributing to the local community’s prosperity. From collaborating with local business organisations, such as the Chamber of Commerce and universities, to sponsoring popular events such as Cheltenham Festivals and the Gloucestershire Business Awards, Bridget and Willans are committed to putting Gloucestershire on the map. With her wealth of experience and dedication to community-building, Bridget is a valuable asset to Willans, Cheltenham BID and the local area.

In 2012, Deano founded Tokyotattoo® Studios, which has since evolved into a cutting-edge, impeccably clean, and globally renowned creative hub, drawing both top tattoo artists and clients worldwide.

Deano proudly serves as a sponsored SMP tattoo artist for Bishop Rotary, a renowned and esteemed global leader in the tattoo industry. With unwavering dedication, Deano has not only built a thriving business but also strongly advocates for the mutual benefits of collaboration among local, national & international businesses.

Demelsa has been the marketing manager for The Brewery Quarter since 2008 and manages The Brewery’s annual marketing strategy, focusing on driving footfall, raising awareness, organising events and developing the good reputation of the scheme.

With previous roles in managing the marketing for Eastgate Shopping Centre in Gloucester, she has strong experience in marketing retail and leisure on the local High St.


Councillor Hay is the council leader for Cheltenham Borough Council.  She was accepted onto the BID board in August 2021, following a successful renewal for a the BID’s second term.

Rowena has dedicated her life to Cheltenham.  Having been in politics since her days at Cheltenham Technical College, she has been a councillor since 2002. She has also been a local magistrate for 35 years.

Company Director and owner of one of the top restaurants in the UK.

Helen has been a Cheltenham resident and business owner of Lumiere for the last 10 years.

She is passionate about independent businesses and wants to make Cheltenham a place that we cannot only be proud to live and work but a place that attracts businesses and customers from near and far.


Jeremy is the Manager of Barclays Bank on Cheltenham High Street. He has been with Barclays for more than 30 years. He has a keen and vested interest in Cheltenham and his skills help to realise the BID’s goals and ambitions.


Nigel has been the Chief Operating Officer at Cheltenham Ladies’ College since 2016. He has previously held senior roles in a variety of businesses in the UK and Australia, including over 10 years in multi-channel retailing. Leisure time is often spent kayaking on the Severn or mountain biking in the Malvern Hills.