Slough eyes Town of Culture bid to shun stereotypes

Slough's authorities and cultural bodies intend to bid to become the UK's Town of Culture for 2028.

The bid seeks to "dismantle decades of unfair reputations and tired 'The Office' stereotypes". It will be led by community leaders and supported by its borough council.

They said they want to replace them "with a confident, future-facing story of creativity, connectivity and cultural energy" as part of a bid for the large town category.

The town must submit an expression of interest by the end of March. The Department of Culture, Media and Sport will consider applications later over a £3m funding prize.

Organisers in Slough said they want their bid to "move [the town] beyond long-standing perceptions and present Slough as a place defined by its people and its role in the UK's digital and economic infrastructure."

They said their focus will stretch beyond just a single year of events as a Town of Culture and using it to boost and support skills, community participation and civil pride.

Rob Deeks, the chief executive of community group Together As One, will chair the bid.

"Our bid for Town of Culture will be rooted in Slough's everyday stories, its resilience, and its creative ambitions," he said.

"Culture here is expressed through the arts and events, but also through how people come together, share identity, and shape the place they live. It is about making space for everyone to participate, belong, and thrive."

The bid is supported by Slough's MP Tan Dhesi and Slough Council's leader Dexter Smith.

The bid will be managed by Vineet Vijh, the director of the Viva Slough community organisation, which has promoted culture, wellbeing and skills across the town.

"Slough doesn't need reinvention but needs recognition," Vijh said. "We are digitally connected, globally diverse and full of creative energy. Town of Culture gives us the chance to turn those strengths into pride, opportunity and long-term change."

Reading Borough Council said earlier this month that it is mulling a bid to become City of Culture for 2029 - and that it will be able to enter that despite being a town after government advice.