Town centre ambassadors typically work for Business Improvement Districts (BIDs), which are self-operated, independent companies funded almost entirely through local businesses to enhance, promote and support the town’s economy and town centre. The ambassador reports directly to the BID and is not operated by the local councils. No week is the same for the ambassador; their core responsibility is to regularly engage with businesses in the BID area and promote BID projects and events.

Additionally, the ambassador provides a presence in the town by assisting visitors with directions and tourist information.

The ambassador also acts as the eyes and ears for other agencies such as the police and councils. Throughout the day, the ambassador will patrol the streets of the town centre and report anti-social behaviour, cleaning and maintenance issues. They are not law enforcers; however, they are part of the Huntingdon Businesses Against Crime (HBAC) organisation. HBAC is a brilliant network that operates in Huntingdon, St Ives and St Neots, adopting a proactive approach to preventing and reducing crime and ASB.

The ambassador is equipped with a radio, which connects them to the town centre CCTV operations, allowing them to report anti-social behaviour concerns and share intelligence regarding retail crime with shops. They are first aid trained and have access to first aid equipment, which allows them to provide immediate emergency first aid to members of the public before an ambulance arrives.

St Neots currently does not currently have ambassadors.