Businesses encouraged to back Swindon’s City of Culture 2029 bid

The move comes as the town prepares the next stage of its bid submission.
Following Swindon's longlisting earlier this year, Swindon Borough Council and the Swindon Culture Collective have been engaging with businesses, organisations and community partners across the borough as they develop the town’s bid in the run-up to the submission deadline in early August.
The UK City of Culture competition invites places across the UK to present a vision for culture-led transformation. 
The bid will showcase the town’s rich heritage, thriving creative sector and the many community groups that contribute to cultural life across the borough.
Cllr Matthew Vallender, Cabinet Member for Culture, Planning and Regeneration at Swindon Borough Council, said: “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. 
"Whether it's through pledging support, sharing the bid with their networks, offering expertise or exploring sponsorship opportunities, every contribution can help strengthen our case.
“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.”
The council is highlighting the role culture can play in driving economic growth, attracting investment, creating jobs and improving perceptions of places. 
A successful bid could help unlock new opportunities for businesses and communities across Swindon, while strengthening the town’s reputation on a national stage.
The successful location will receive up to £10m to deliver a year-long programme of cultural activities in 2029. However, the council will need further financial support and additional investment, which will be generated through business sponsorship and other fundraising.
The impact of the UK City of Culture programme has been demonstrated in previous host cities. Bradford, the current UK City of Culture for 2025, is projected to generate £700m in economic growth, attract an additional 3.3m visitors and help safeguard 6,500 jobs.
Swindon has a proud history of innovation and industry, from the Great Western Railway to modern advances in robotics, drones and technology. The borough is also home to nationally significant organisations including the Science Museum Group in Wroughton, UK Research and Innovation (UKRI), Historic England and its national archive, and the National Trust.
Businesses that support the bid will have the opportunity to align themselves with a positive vision for Swindon’s future while championing creativity, inclusion and community development. Supporters can help create opportunities for young people, strengthen cultural participation and contribute to skills development across the borough.
There are a number of ways businesses can support the bid, including publicly pledging their backing, promoting the campaign through their networks, exploring sponsorship and partnership opportunities, or offering space, skills, contacts and staff time to help strengthen the bid submission and future programme.
Businesses including Zurich Municipal, DoubleTree by Hilton Swindon, Thrings and Gel Studios have all signed up to back the bid.
Amy Brettell, Managing Director of 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: “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. 
"For the hospitality and leisure sectors in particular, the benefits could be transformative, helping to attract more visitors, grow the local tourism economy and encourage people to explore not only Swindon but the wider borough and surrounding area. 
"There is so much to celebrate here, and UK City of Culture status would provide a platform to share those strengths with a much wider audience while helping to shape an exciting future for the borough.”
Simon Holdsworth, Managing Partner at Thrings, said: “As a long-standing member of the Swindon community, Thrings has witnessed the remarkable growth and Swindon’s increasing significance across the UK. 
"The City of Culture bid is a unique opportunity to celebrate Swindon’s industrial heritage, innovation and creativity, while delivering a lasting legacy. Thrings is proud to support its City of Culture bid.”
Graeme Leighfield, Founder and Managing Director of GEL Studios, said: “We’re backing this bid on two levels. 
"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.”
 

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