From the Pitch to the Town: Putting Community at the Heart of Slough’s Future Growth

Regeneration is often measured in terms of new buildings, investment, infrastructure, commercial development and improved public spaces. These things matter, but they are only part of the picture. A successful town is one where people feel connected to the place, businesses feel invested in its future and communities have opportunities to play a meaningful role.

More than almost anything else, sport has the power to bring these different strands of regeneration together. Slough Town FC is a great example of the positive changes that can happen when sport is trusted to play a meaningful role in the regeneration of a place, not simply as a spectator experience, but as a community asset with the potential to help shape a town’s future.

Investing in what is already here

For Steve Doyle, Commercial Director at Slough Town Football Club, investment in community assets is about more than preserving the past. It is about giving existing communities confidence that they remain an important part of Slough’s future.

The Club has a unique place within the town. Established in 1890, Slough Town FC has been part of the community for generations, giving it a connection to local people that new developments simply cannot replicate.

“It’s about impact and representation,” explains Steve. “There’s lots of discussion around investment in housing and business, which is fantastic, but for existing residents who have had a relationship with the area for many years, investment in things like Slough Town FC is so important.”

The Club represents something that is already embedded in Slough. Investing in it sends an important message that regeneration is about building on the strengths, identities and communities that already exist.

This sense of continuity could become increasingly important as Slough’s regeneration gathers pace. New homes, businesses, public spaces and commercial opportunities will bring change, but community assets can help connect that new investment with the people and organisations that have long been part of the town.

“In many ways, it connects the dots between local people and the new Slough that is being created,” adds Steve.

Creating connections as Slough changes

Regeneration is already beginning to change the way people see Slough, with significant investment taking place across the town centre and wider area. But physical transformation takes time, and so does building meaningful connections between existing and new communities.

At Slough Town FC, Steve says there are already “glimmers” of greater engagement, helped by increased awareness of the regeneration taking place across the town.

In the meantime, community organisations have an important role to play in helping people feel part of the journey. “There’s so much good work going on, with companies like Berkeley regenerating the High Street, but the full impact of that won’t be seen for another few years,” says Steve.

For the Club, that means becoming increasingly visible and continuing to act as a meeting point for different parts of the community.

From football club to community asset

The Club’s contribution to Slough’s community already extends well beyond the pitch as Steve explains: “We are already very involved in the town, with a lot of community work happening.”

“We have our own Community Development Officer and already offer walking football, disability football, kids’ coaching sessions and school coaching sessions, as well as getting involved in many community initiatives,” says Steve.

But the Club is also looking ahead and one of the most significant developments is the planned new site at Tamblyn Fields, which will have a major focus on growing junior football.

The ambition is to establish a further 15 to 20 boys’ and girls’ teams, creating more opportunities for young people across Slough to take part in organised sport and represent their local area.

There is also an opportunity for it to become a wider community asset as Steve explains: “The new site also has the potential to be opened up to the community for additional sports and a hub to bring the people of the town together.”

Building a Slough where everyone has a stake

The future success of Slough’s regeneration will ultimately be measured by whether people feel that they have a stake in the town’s future and Slough Town Football Club is doing all they can to support this.

The club has recently partnered with Slough is Now including using a logo on the jerseys and a banner in the ground.

Steve concludes: “We are aiming to share the positive message about Slough's growth and future potential. For us the benefit is allowing the Club to be at the forefront of what Slough Is Now is trying to deliver and giving us the opportunity to share our story with potential investors in the area.”

And perhaps that is where community assets have their greatest value: helping to ensure that as a new Slough takes shape, the people who already call the town home remain firmly at its heart.

Slough Is Now!

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