Waterloo Quarter Business Alliance is the new name for the pilot Business Improvement District (BID) formerly known as Circle Waterloo.
Run by businesses for businesses, the potential BID covers the area to the south of Waterloo Station, in both Lambeth and Southwark.
The Waterloo Quarter website is now live and aims to promote the BID area and all its local businesses and to attract workers, residents and visitors to spend more of their time and money in the area.
The pilot BID was first set up in 2002 as part of the Circle Initiative covering the Lambeth part of the Lower Marsh shopping area and its environs. It is an independently-managed organisation which acts in the interests of local businesses to improve the area.
If local business vote to endorse the BID, future improvements to the area will be funded by a levy on business rates.
Earlier this year business in Bankside voted in favour of a permanent BID.