REDA at the Heart of Reading’s 2029 City of Culture Bid

6th February 2026

Reading is putting itself forward in the competition to become UK City of Culture 2029, a prestigious national designation awarded by the Government every four years to a place that demonstrates cultural ambition, creativity and community impact. The programme brings significant national profile, increased investment, tourism, and long-term economic and cultural benefits to the winning city. The most recent titleholder, Bradford, secured £15 million to invest in events, training opportunities and renovating key cultural venues. 

Against this backdrop, Reading now has an opportunity to make its case and showcase its strengths on a national and international stage. 

As one of the lead organisations alongside Reading Borough Council and the University of Reading, REDA (Reading's Economy and Destination Agency) is excited about the prospects of being the proposed ‘Designated Delivery Body’ in the expression of interest being submitted to Government for Reading to be City of Culture in 2029. 

REDA has a strong track record in delivering major cultural programmes. We were the delivery body for Reading’s Year of Culture in 2016, during which we delivered 12 high-profile cultural events featuring national and international performers, alongside a rich programme of activity by home-grown talent, local artists and cultural organisations. Many still remember highlights such as the giant swan floating down the Thames and the opening of Reading Gaol to celebrate Oscar Wilde. 

Since 2016, REDA has been passionate about developing a future bid to be national City of Culture, reflecting our Reading 2050 City Vision (launched in 2018) and the fact that many already see Reading as a city in all but name. Now, it feels like our moment to shine a light on Reading’s creativity, diversity and ambition. 

So what is different now, and why do we stand a strong chance? 

There is a genuine consensus that Reading should be bold and ambitious in demonstrating its economic, cultural and creative assets as a leading place in the Thames Valley. 

We have an excellent track record of partnership working. The University of Reading, Reading Borough Council and REDA have collaborated closely with our cultural and creative community and local businesses to deliver a three-year Heritage Lottery and Arts Council ‘Great Places’ programme. This celebrated local culture, brought arts into communities across Reading, and played an important role in helping the arts and cultural sector to recover from the devastating impact of the pandemic. This included the development of an innovative online platform that brought local cultural events into residents’ homes. 

We also delivered the striking ‘Mother Earth (Gaia)’ installation by internationally renowned artist Luke Jerram – a scale model of the Earth suspended in Reading Town Hall, reminding visitors of how precious our planet is. Each year, we continue to collaborate on major celebrations including Christmas, Diwali and Chinese New Year, with lantern trails delivered through REDA’s Business Improvement District service, funded by town centre businesses. 

Since 2016, as originally intended, Reading’s local arts and cultural sector has gone from strength to strength, with greater visibility, increased capacity and more Arts Council funding. This has enabled organisations such as Rabble Theatre to take productions like Glitch on a month-long national tour, proudly promoting work that is ‘Made in Reading’. 

We now also have a new owner of Reading Gaol, with ambitious plans that align closely with those long envisaged by the Council and its partners. REDA believes that the Gaol – alongside the Oscar Wilde story and the neighbouring Abbey ruins dating back to King Henry – could play a central role in the City of Culture programme, providing a powerful backdrop for local, regional and national events. 

REDA believes the Gaol has the potential to become an international destination, and we have been building a collaborative promotional programme for Reading that reaches audiences in Europe and the USA to attract visitors. This is crucial for delivering a successful Year of Culture that maximises economic and cultural impact not just locally, but nationally and internationally. If the bid is successful, REDA plans to play a key role in working with VisitBritain, the Southeast England Tourist Board, and tourism partners across Berkshire, as well as local hospitality and visitor businesses, to ensure the year is a major success. 

Finally, an exciting and timely development has been the emergence of Shinfield Studios (now Shadowbox Studios) in Reading, which is already attracting national and international film producers. Sitting alongside a thriving local filmmaking community, a growing creative supply chain, and the rapid expansion of the creator economy, this positions Reading at the forefront of modern creative industries. The increasing use of creative technology in film, theatre, visual arts and museums further strengthens our offer. 

REDA’s CEO, Nigel Horton-Baker, has stated: “Reading’s emerging ‘Creator Economy’ is the unique selling point of our 2029 City of Culture expression of interest. It brings together art, culture and heritage – as we know them so well – with the new world of creative technology, film, video and AI animation. Using our outstanding cultural and heritage assets, inspiring backdrops and performing spaces, we can deliver a programme that reaches all our residents and communities, while welcoming visitors from across the world to experience Reading’s unique City of Culture in 2029. Reading truly is a place for all our futures.”