One of the UK’s largest web hosting companies says the key to thriving cities is community investment from the organisations that inhabit them.
Fasthosts has moved from using Amazon vouchers to its local Town & City Gift Card, the Gloucester Gift Card, in its monthly staff rewards, citing the move as the biggest action they’ve taken for their city this year.
Town & City Gift Cards are local Gift Cards for towns and cities across the UK and Ireland. The cards can be spent with registered shops, restaurants, salons, attractions and services in the place they’re banded to, ring-fencing spend to local economies.
Founded in 1998, Fasthosts is one of the largest employers in Gloucester with 250 staff across Fasthosts and its parent company IONOS.
Rupert Bedell, managing director of Fasthosts, said moving to a local reward is rooting the investment where it is needed most:
“Historically, we used Amazon vouchers as the reward in our team Star of the Month Awards, and then the Town & City Gift Cards initiative came to my attention. We’re always encouraging our staff to spend within the city, and we can now do that easily with our local Town & City Gift Card, the Gloucester Gift Card.
“Part of the role I see Fasthosts playing within the city is supporting local businesses, helping the city to thrive in the long term. By choosing the Gloucester Gift Card for our Star awards, we’re ensuring that money goes back into the city and helps expand the city centre as a vibrant destination.
“I was very impressed with the range of businesses that accept the Gloucester Gift Card, including a mix of big brands and independent businesses. Our objective is to make sure the city thrives and that includes having a good mix of brands and independent businesses. When you have good shops, more people visit and spend money and that’s a good outcome for everyone.
“Choosing the Gloucester Gift Card is the biggest action we’ve taken for our city this year to help it to thrive. We get involved in lots of community initiatives like giving staff two days paid leave to volunteer, which all help, but choosing the Gloucester Gift Card felt like a direct investment back into the city. And the fact that we could do it so seamlessly was just ideal. It’s good for our team, and it’s good for our city. Everybody wins.
“Economically, businesses are facing leaner times due to a range of issues including the move to online shopping. The knock on impact of that is hurting our town and city centres. In my view, organisations have a responsibility to pitch in and help their city, including encouraging their staff to support local businesses
“Buying Town & City Gift Cards is as seamless as Amazon. The real difference was how I felt afterwards, which was an enormous sense of satisfaction that we’d made a change that would have a tangible positive impact for our city this year. And our staff were really happy that we were moving to the card, and rooting the investment where it was needed most. As a leader, it’s much more fulfilling to know you are investing the money where it’s needed, and your employees will thank you for it.”
The Gloucester Gift Card was introduced by Gloucester Business Improvement District (BID) in November 2019 as a way to encourage local shopping and keep spend locked into the area.
Over 170 businesses in Gloucester accept the card, including businesses at Gloucester Quays, Gloucester Food Dock, and both big brands and independent businesses.
Claire Knight, marketing & business engagement lead at Gloucester BID said: “It’s fantastic to see Fasthosts supporting their city by switching to a local reward. The difference that it makes to our city when an organisation moves to the Gloucester Gift Card for rewards and incentives is huge. That is money that is ring-fenced into our city, powering our business community, keeping doors open and local people employed. Not only that, but the Gloucester Gift Card is a fantastic gift, with over 170 businesses waiting to accept the card. It’s the perfect way to experience all that Gloucester has to offer.”
Colin Munro, CEO of Miconex said: “A Town & City Gift Card such as the Gloucester Gift Card is the ultimate ‘shop local’ Gift Card, blending unbeatable local choice with unrivalled support for local. Increasingly, we’re seeing organisations moving to local Gift Cards because it ensures their employee, customer or client incentive also benefits their town or city. And with our corporate ordering site and ability to send cards on a chosen day/time, we’re making support for local simple.”