New West End Company CEO Jace Tyrrell to exit role for Australian opportunity

New West End Company
// New West End Company CEO Jace Tyrrell to step down in October
// The company represents 600 brands, restaurants and businesses in the West End

New West End Company has revealed that chief executive Jace Tyrrell will step down this October after six years in the role.

The organisation that represents 600 brands, restaurants and businesses in the West End, said Tyrrell will head up Australia’s first Business Improvement District, The New Sydney Waterfront Company.

Tyrrell is calling on the government to act and make legislative changes that will benefit West End customers and businesses as its recovery gets underway.


READ MORE: London’s West End expects recovery from Covid-19


He said the government needs to overhaul the business rates system, simplify the Electronic Visa Waiver Scheme for visitors from the Gulf States, re-examine the decision to abolish tax free shopping in the UK and extend Sunday trading hours in the capital.

Tyrrell said: “After six years at the helm, it is time to turn to a new chapter with a unique and compelling offer to head back to Australia in October this year.

“London’s West End has evolved in recent years – despite the upheaval of a pandemic – and is set to transform into a district filled with innovative new brands, experiences and streetscape that really cater to the modern local and global customer.

“But, if the West End is to achieve this, the Government must act now and make the necessary changes to facilitate our recovery and the one in eight London jobs that our area supports. Sunday trading and visa reform require a keen ear of the Government to the needs of our valued domestic and international customers – those that want to shop longer over the weekend, with an easier route to enter British shores.”

New West End Company chairman, Sir Peter Rogers added: “For the last six years Jace has been unwavering in his commitment to the West End, standing up not only for the needs of our district, but also the wider British retail and leisure sectors. He has led the West End to new heights, spearheading major transformational schemes, and welcoming new brands and experiences to the area. He leaves in October and he will leave a great team to carry on what he has started.”

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