Nottingham City Council's commercial and neighbourhood services team, in its submission says: ‘We realise the role of councils is changing. Rather than providing traditional council services, our ambition is to provide innovative services to meet the ever changing needs of our citizens, our ambitious city and our budget. Despite budget shortfalls, we have worked hard to maintain and improve service quality and this is embedded in the ethos of our service, from our frontline staff to our leadership team.'

The team believes, in its words, that ‘commercialism is our key response to the budget challenge and through our agenda we are protecting and improving our frontline services and increasing citizen satisfaction.'