Slough Makes its Compelling Bid for the UK Town of Culture

Slough, one of the most youthful and ethnically diverse towns in the UK, has long been defined by the energy of its communities and the global influences that shape everyday life – from food and festivals to enterprise and creativity. Now the town is aiming for national recognition, having officially announced its intention to bid for UK Town of Culture 2028.

The UK Town of Culture competition is run by the Department for Culture, Media and Sport. Slough is competing in the large town category, where the winner will receive £3 million alongside the title.

Led by community leaders, senior figures from the creative industries and major employers, and supported by Slough Borough Council, the town will present itself as residents already know it: confident, future-facing and full of creativity, connectivity and cultural energy.

Creative ambition

Rob Deeks, the chief executive of community group Together As One, will chair the bid. He explained how Slough will be presented as a place defined by its people and its role in the digital and economic infrastructure.

“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. It will be managed by Vineet Vijh, the director of the Viva Slough community organisation.

“Slough doesn’t need reinvention but needs recognition,” said Vijh. “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.”

This cultural life

Slough sits at the forefront of the UK’s digital infrastructure while remaining a place where culture is visible in everyday life. Art animates public spaces, faith communities sit alongside choirs and spoken word events, and grassroots creativity flourishes across neighbourhoods. The bid will highlight and celebrate the cultural life that already exists across the town.

That same spirit of unity and pride can be seen through Slough Town Football Club, which places as much emphasis on community as it does on competition.

Steve Doyle, Commercial Director, Slough Town Football Club, said: “Our Club has always been at the heart of our community, bringing people together across generations and backgrounds through sport, shared passion, and local pride.

“This bid is a fantastic opportunity to showcase the creativity, energy, and cultural diversity that make Slough special, far beyond outdated stereotypes. I’m excited to help contribute the club’s perspective, build stronger community connections, and play a part in telling a confident, forward-looking story for the town.”

Strengthening identity

Berkeley Homes is the major developer behind the borough-wide regeneration programme, including the former Horlicks Factory, now known as Horlicks Quarter. The site demonstrates how heritage and regeneration can work together, transforming an iconic local landmark into a thriving new residential community.

The range of homes available has helped attract a diverse mix of residents, from young professionals moving into the area to long-standing local residents choosing to downsize. A key factor in the success of the regeneration has been Berkeley Homes’ commitment to supporting local enterprise, something that will also be reflected in the Town of Culture bid.

Caroline Crowe, Land & Development Director at Berkeley Homes, said: “At Berkeley Group, we’re proud to support Slough’s bid for UK Town of Culture 2028, and I’m delighted to have been invited to join the steering group leading the campaign.

“Successful regeneration is about more than just buildings – it’s about strengthening identity, creating a sense of belonging and improving quality of life. Town of Culture provides a powerful opportunity to build on this, bringing partners and the wider community together to embed culture more deeply and maximise benefits for the whole town.”

Community impact

Support for the bid comes from leaders across business, the arts and education. Young people will also play a central role in shaping the proposal.

Over the coming weeks, a programme of community consultation will ensure the final bid reflects the town’s lived experience. Youth summits will take place in schools, colleges and youth centres, helping ensure that the voices of young people help shape the town’s future.

With the Expression of Interest deadline set for 31 March 2026, momentum is building across Slough. The UK Town of Culture competition is judged not only on the strength of the cultural programme itself but also on the long-term social, economic and community impact it can deliver.

In this respect, Slough is well placed. From grassroots arts initiatives and youth-led projects to major regeneration schemes and investment in digital infrastructure, the town already has a strong track record of delivering meaningful and lasting change.

Slough is Now

At the same time, Slough is actively working to attract new investment and regenerate key parts of the town centre, bringing forward new homes, workplaces and public spaces designed to serve a growing and diverse population.

This focus on inclusive growth and community-led regeneration aligns closely with the aims of the Town of Culture programme, which recognises places that use culture as a catalyst for economic opportunity, social connection and long-term civic pride.

Pat Hayes, Executive Director of Housing, Property and Regeneration at Slough Borough Council, said: “This is about far more than a title. Our Town of Culture bid represents a shared commitment to celebrating who we are while investing in who we can become.

“Slough’s diversity, entrepreneurial spirit and community strength are powerful assets. By bringing partners together across culture, education and business, we have an opportunity to unlock lasting social and economic benefits for our residents and the wider community.”