Wonderful Welwyn Garden City is the public-facing brand of the Welwyn Garden City Business Improvement District (BID). We are a collective of town centre businesses working together to enhance and promote our town. From well-known names like John Lewis to our fantastic independent cafés, salons, restaurants and retailers, businesses across the town all contribute to a shared vision: a thriving, attractive and dynamic town centre that people are proud to visit, work in and call their own.

 

As BID Manager, I’m proud to be part of the small but passionate team behind the Wonderful Welwyn Garden City brand. I job share the role with Mariana, so although there are two of us, together we carry out one full-time role!

 

People often ask what it’s like to job share, and we genuinely say it’s great fun. We complement each other really well, bring different strengths to the table, and if I can’t remember something…

I always have Mariana to ask!

 

The other fundamental part of our team is Lee, our Marketing and Events Manager. Lee is in charge of all things promotional and events-related, and he is the driving force behind our hugely successful WonderfulWGC social media channels.

 

Last year alone, he helped us achieve over 9 million views across our social platforms, an incredible result that puts Welwyn Garden City firmly on the map. Together, we work on behalf of our levy-paying businesses to reinvest funds into initiatives that benefit both businesses and the wider community. That includes attracting new businesses into the town, supporting a safe and welcoming environment, enhancing the public realm and delivering a vibrant calendar of events. Some of our much-loved highlights include the World Food Festival, our Christmas Lights Event and the town’s festive Christmas light displays.

 

Alongside these large-scale events, we deliver digital campaigns, competitions and promotions that shine a spotlight on the brilliant local businesses that make our town centre unique. At the heart of everything we do is a genuine passion for Welwyn Garden City and its community. We want to see our town centre continue to grow, evolve and thrive. This year is especially important for us. It marks the final year of our current BID term, and local businesses will soon vote on whether they would like WonderfulWGC to continue for another five-year term. Without the BID, our town centre community events would come to an end and the WonderfulWGC brand would cease to exist.

 

This pivotal moment also coincides with government reorganisation across Hertfordshire. The county is currently undergoing changes aimed at creating a more streamlined and efficient system for delivering local services. While the long-term goal is positive, periods of transition can bring uncertainty for businesses as responsibilities and service delivery models evolve. That’s why the role of the BID is so vital. We provide stability, continuity and a strong collective voice for our town centre businesses during times of change. Regardless of how local authority structures develop, we ensure businesses remain represented, informed and supported. We safeguard and enhance key services such as cleanliness, safety, public realm improvements and area promotion, while continuing to deliver consistent business engagement and place marketing.

 

Of course, our success is also shaped by our residents. By shopping locally, supporting independent businesses and attending our events, they help keep Welwyn Garden City vibrant and full of character. Looking ahead, 2026 promises to be another exciting year, with a host of events and activities planned.

 

I’m incredibly proud of what we’ve achieved so far, and excited about what we can continue to deliver together.

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Nicky Wolff - WGC BID Manager