Swindon businesses are being urged to throw their weight behind the town’s bid to become UK City of Culture 2029, as preparations gather pace ahead of the next stage of the national competition.
Having secured a place on the longlist earlier this year, Swindon Borough Council and the Swindon Culture Collective are now working with businesses, community groups and organisations across the borough to strengthen the town’s submission before the deadline in early August.
The prestigious competition challenges towns and cities across the UK to present an ambitious vision for culture-led regeneration, highlighting how creativity can transform communities, attract investment and boost local economies.
Swindon’s bid aims to showcase the borough’s industrial heritage, thriving creative sector and the many organisations and volunteers who contribute to its cultural life.
Council leaders believe a successful bid could help change perceptions of the town while creating new opportunities for businesses, tourism and employment.
The winning location will receive up to £10 million to deliver a year-long programme of cultural events in 2029. Additional funding would be secured through sponsorship, fundraising and partnerships with local organisations.
The council points to the success of previous hosts, including Bradford, the current UK City of Culture for 2025, where the programme is projected to generate £700 million in economic growth, attract an additional 3.3 million visitors and help safeguard around 6,500 jobs.
Swindon hopes to build on its own rich history of innovation, from the Great Western Railway to its growing strengths in advanced engineering, robotics, drones and technology. The borough is also home to nationally significant organisations including the Science Museum Group at Wroughton, UK Research and Innovation, Historic England and the National Trust.
Businesses are being encouraged to support the campaign by publicly backing the bid, promoting it through their own networks, exploring sponsorship opportunities or offering expertise, facilities and staff time.
Among the organisations already pledging their support are Zurich Municipal, DoubleTree by Hilton Swindon, Thrings and Swindon-based creative agency GEL Studios.
Amy Brettell, Managing Director at Zurich Municipal, said: “We’re proud to support Swindon’s bid to become UK City of Culture 2029. As one of the town’s largest employers, we’ve seen first-hand the innovation, creativity and community spirit that exists here.
“This bid is an opportunity to celebrate everything that makes the town such a great place. Culture has the power to bring people together, create opportunities for young people, strengthen local community, and drive long-term economic growth. We encourage businesses across Swindon to get behind the bid and play their part in helping showcase the ambition, talent and potential that exists across our community.”
Emma Richards, Director of Sales at DoubleTree by Hilton Swindon, said the bid had the potential to transform the visitor economy.
She said: “Swindon’s bid for UK City of Culture 2029 is a fantastic opportunity to showcase everything that makes the town unique, our rich history, diverse communities, talented young people and our strategic location at the heart of the UK.
“This could be the catalyst the town needs to attract new investment, raise its profile and bring fresh opportunities for businesses, residents and visitors alike.”
Simon Holdsworth, Managing Partner at Thrings, described the bid as “a unique opportunity to celebrate Swindon’s industrial heritage, innovation and creativity, while delivering a lasting legacy.”
Graeme Leighfield, Founder and Managing Director of GEL Studios, said the agency would support the campaign by donating its branding and marketing expertise.
“We’re backing this bid on two levels,” he said.
“As a business, GEL Studios has spent 14 years helping brands sharpen their story and reach the right audience – and we’re planning on putting that skillset behind Swindon’s bid entirely in kind, helping amplify the campaign and maximise its exposure at no cost.
“As a parent, it’s even simpler: I want my kids to grow up in a town that’s recognised for its creativity and ambition, not overlooked for it. City of Culture status would change what’s possible here, for business and for the next generation. We’re all in.”
Councillor Matthew Vallender, Swindon Borough Council’s Cabinet Member for Culture, Planning and Regeneration, said the bid extended far beyond arts and entertainment.
“Swindon’s City of Culture bid is about much more than arts and events. It is about creating opportunities, attracting investment, supporting jobs and showcasing everything that makes our town unique.
“Businesses have a vital role to play in helping us tell Swindon’s story and demonstrate the ambition, innovation and creativity that already exist across the Borough.
“Together, we can show the country that Swindon is a place with a rich heritage, a dynamic future and a culture that belongs to everyone.”
