Alderman Gregory Jones KC has issued a robust defence of the City of London Corporation's approach to managing cafes on Hampstead Heath, countering recent criticism that framed the changes as a threat to beloved local institutions. The response comes amid a broader debate about gentrification and nostalgia in London's hospitality sector.
Addressing Nostalgia Versus Practical Realities
The alderman acknowledges the emotional attachment many residents feel towards untrendy cafes, as highlighted in recent Guardian letters. However, he argues that this sentiment often overlooks the practical challenges of maintaining public assets effectively. "Sometimes good governance is less trendy than avocado toast," he notes, suggesting that popular perception doesn't always align with administrative necessities.
Transitioning to Sustainable Management
Jones explains that the previous reliance on short-term arrangements significantly hampered the cafes' operational capabilities. These temporary setups limited opportunities for investment in infrastructure, facilities, and staff development. The shift towards longer leases represents a strategic move to provide much-needed stability rather than change for its own sake.
This new framework enables several key improvements:
- Enhanced investment in building maintenance and upgrades
- Commitment to fair pay structures for all employees
- Long-term sustainability planning for customer services
Transparent and Competitive Process
The remarketing process followed rigorous standards of transparency and local consultation. Through established committee structures representing Hampstead Heath and Queen's Park communities, the corporation engaged with local groups and organisations throughout the decision-making process.
The competitive tender attracted thirty bids, including submissions from existing operators. This demonstrates both market interest and the corporation's commitment to considering all viable options for these important community spaces.
Introducing Responsible New Operators
Contrary to suggestions of faceless corporate takeovers, the successful bidder Daisy Green represents an independent London-based business with strong community credentials. This family-run enterprise has established a track record of operating community cafes across the capital while maintaining affordable pricing structures.
Notably, Daisy Green shares origins with one of the current operators, having begun as a street food market vendor before expanding into permanent cafe spaces. Their appointment ensures that, for the first time, all cafe workers on Hampstead Heath will receive at least the London Living Wage from every operator.
Financial Stewardship of Public Assets
The City of London Corporation manages Hampstead Heath as a charitable trust, underwriting its operations by nearly £12 million last year without burdening council tax payers. This financial commitment supports all services across the heath, which welcomes approximately eight million visitors annually.
Recent investments include over £2 million allocated to upgrading the Parliament Hill athletics track to world-class standards, demonstrating the corporation's broader commitment to maintaining and improving this cherished public space.
Rejecting Corporate Villain Narratives
Jones firmly rejects characterisations of the corporation as pursuing ruthless profit motives or acting as administrative villains. The primary objective remains securing sufficient funding to safeguard this much-loved open space for future generations while maintaining its accessibility and quality.
The alderman concludes by emphasising that while emotional connections to local cafes are understandable and valued, effective governance requires balancing sentiment with practical management strategies that ensure long-term sustainability and improved working conditions for all involved.
