Slough has announced its intention to bid for UK Town of Culture 2028, launching a bold campaign to reshape how the town is seen nationally. The bid aims to dismantle decades of unfair reputations and tired “The Office” stereotypes, replacing them with a confident, future-facing story of creativity, connectivity and cultural energy.
The UK Town of Culture competition, the first of its kind, is being delivered as part of the Government’s Plan for Change. The competition aims to restore pride, drive economic growth and opportunity, offering a prize sum of £3 million in funding to the winning town.
Slough is one of the youngest and most ethnically diverse towns in the UK and sits at the heart of the Thames Valley economy. It is also home to major data centres and digital infrastructure that support large parts of the UK’s internet traffic. Located next to Heathrow Airport, the town has long been shaped by migration, movement and global connections.
The bid sets out to move 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. Organisers emphasise that the focus will not be on a single year of events, but on using culture to support skills development, community participation and pride in place.
A new Town of Culture Steering Group is being formed to oversee the bid, bringing together representatives from business, education, the voluntary sector, culture and youth organisations.
“Our bid for Town of Culture will be rooted in Slough’s everyday stories, its resilience, and its creative ambitions. 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.” – Rob Deeks MBE, CEO of Together as One.
Slough’s bid is not built on aspiration alone. It is rooted in a vibrant and evolving cultural landscape. It has internationally connected music and dance communities, contemporary public art transforming everyday spaces, and is at the heart of Britain’s Film and Television Industry with a pool of creative talent.
The bid will be managed by Vineet Vijh, Director of Viva Slough, who has been leading wider efforts to promote culture, wellbeing and skills development across the town.
“Slough doesn’t need reinvention but needs recognition. 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.” – Vineet Vijh
The bid has the full support of Slough Borough Council, local MP Tan Dhesi, and Council Leader Dexter Smith, all of whom will actively support the campaign. Early responses from residents, local arts organisations and businesses have been positive.
“Slough is already a powerhouse of innovation and talent. Town of Culture 2028 is an opportunity to connect that innovation to creativity and community, and to put Slough firmly on the national and international map.” – Toby Kress, CEO of Plus X Innovation.
“Slough has always been rich in talent, ambition and diversity. What’s been missing is the platform to tell that story on our own terms. This bid is about unlocking the creativity of our different communities, young and old, and showing the country what modern Britain really looks like.” –Seema Kamboj, Director of Apna Virsa.
Slough is already a place where culture is lived, not staged. Culture is expressed through faith traditions, community choirs, spoken word, visual arts, grassroots theatre and digital creativity.
Slough’s heritage is industrial, migratory and entrepreneurial, a story of reinvention, resilience and contribution to the national economy, and the 2028 bid will celebrate this living, working, creating town in all its richness.
Courtesy of Viva Slough.
