Businesses urged to support Swindon's City of Culture bid for 2029
Calls for businesses to champion Swindon's cultural transformation
Swindon is rallying local businesses to support its bid to become the UK City of Culture 2029, as preparations for the next stage of submission move forward.
Following Swindon's longlisting earlier this year, Swindon Borough Council and the Swindon Culture Collective are engaging businesses, organisations, and community partners to develop the bid ahead of the submission deadline in early August.
A Vision for Culture-led Transformation
The UK City of Culture competition invites areas across the country to propose culture-led transformation visions. Swindon's bid will highlight its heritage, creative sector, and community contributions to cultural life.
Culture is being promoted as a catalyst for economic growth, attracting investment, creating jobs, and enhancing place perceptions. A successful bid could unlock opportunities for Swindon's businesses and communities while elevating the town's national standing.
Potential Benefits of Winning
The city selected will receive up to £10 million to organise a year-long cultural programme in 2029. Additional financial backing and partnership investments, including business sponsorship, will be necessary to support the programme's initiatives.
Previous host cities illustrate significant impacts of the UK City of Culture programme. Bradford, the 2025 host, anticipates £700 million in economic growth, attracting an additional 3.3 million visitors and safeguarding 6,500 jobs.
Opportunities for Business Support
Businesses supporting the bid can align with Swindon's future vision, championing creativity, inclusion, and community development. Commitment from businesses can aid in creating opportunities for young people, cultural participation, and skills development across Swindon.
Support options include publicly backing the bid, promoting the campaign through networks, exploring sponsorship and partnership avenues, and offering space, skills, and resources to bolster the bid and future programme.
Several businesses have already pledged their support, including Zurich Municipal, DoubleTree by Hilton Swindon, Thrings, and Gel Studios.
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.”
Graeme Leighfield, Founder/Managing Director, from 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.”
Councillor 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.”