Sloane Street Ambassadors - How The Welcome People Impressed


Sloan Street History

Sloan Street is part of The Cadogan Estate which has been in the same family ownership for almost 300 years and spans 93 acres of the Royal Borough of Kensington and Chelsea. It includes approximately 3,000 flats, 200 houses, 300 shops, 500,000 sq ft of office space – and over a dozen gardens covering 15 acres.

Sloane Street was developed by Henry Holland for the 1st Earl Cadogan (1728-1807). Charles ‘Sloane’ 1st Earl Cadogan sold the development lease to Henry Holland in 1777. Sloane Street - which stretches 1km from Sloane Square in the south to Knightsbridge in the north - today is home to the world’s leading fashion houses, attracting a truly global clientele. The street continues to evolve and in 2013 welcomed the first UK stand-alone boutique for Tom Ford.

The Brief

Impressed by her previous experience of working with The Welcome People (TWP) at the Victoria BID, Janice was confident that TWP’s smartly dressed, well-trained and polite Ambassadors would be a perfect fit for Sloane Street.

“One of our prime objectives for Sloane Street was to increase footfall, and provide visitors with friendly and professional advice and guidance about the hidden gems of the area,”

said Janice Renowden, Estate Improvement Manager at The Cadogan Estate.

The Sloane Street Ambassadors

On a day-to-day basis the Ambassadors greet an average 200 visitors, log environmental issues - such as graffiti, fly-posting and illegal street trading - and conduct regular business visits; all of which are tracked via our own bespoke reporting system - STRATA.

Going the extra mile

In addition to the standard Ambassador duties, The Sloane Street Ambassadors have been known to go the extra mile:

  • The Welcome People Ambassadors help with and attend quarterly retail breakfasts, giving retailers and businesses the chance to brief TWP Ambassadors and make sure they are ‘on message’.
  • During the Chelsea Flower Show guest ambassadors are brought in by The Cadogan Estate and expertly briefed and managed by existing Welcome People Ambassadors.
  • Support The Cadogan Estate in the running of the British / Arabia Event
  • The team at The Cadogan Estate plans to use environmental reporting from the STRATA dashboard to inform its Waste Consolidation Strategy.

Working together for a safer neighbourhood

With rough sleeping and begging being a problem within the area - albeit with fluctuating intensity, Ambassadors consistently capturing and recording intelligence tallies proofed vital for the local police in the Royal Borough of Kensington & Chelsea. It provided the legally required information to involve the Home Office and address the rough sleeping and begging issue.