Slough to ‘rewrite its story’ by launching bid for UK Town of Culture 2028

Slough has announced plans to bid for the title of UK Town of Culture 2028, unveiling a campaign to ‘rewrite its story’.

The bid will position Slough as a centre of creativity, culture and digital innovation, challenging tired ‘The Office’ stereotypes and negative perceptions both locally and nationally.

The UK Town of Culture competition is run by the Department for Culture, Media and Sport, with the winning town receiving £3million in funding and holding the title for one year.

Slough is competing in the large town category, with the deadline for submitting an expression of interest set for March 31.

Organisers say the campaign is about telling a fuller, more authentic story of the town, shaped by its people, diversity and global connections.

Slough is home to major data centres and digital infrastructure that support a significant portion of the UK’s internet traffic, and its proximity to Heathrow Airport has helped shape a history defined by migration and international links.

Rather than focusing on a single year of cultural events, the bid will emphasise long-term cultural and social impact, and a new Town of Culture Steering Group is being established to oversee this.

The group will be chaired by Together As One chief executive Rob Deeks, who was recently awarded an MBE for services to young people and the community in Slough.

“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 will be managed by Viva Slough director Vineet Vijh, who has been leading wider work to promote culture and skills development across the town.

Vineet said: “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.”

Organisers say Slough already has a thriving cultural scene, featuring music and dance communities, public art, spoken word, grassroots theatre and a growing role in Britain’s film and television industry.

As part of the next stage of the bid, a month-long programme of community consultation is being launched to ensure the final proposal is ‘built by Slough, for Slough’.

This will include town hall meetings for residents to share their stories, youth summits in schools and colleges, and a public webinar on March 3, as well as dedicated briefings for small businesses and developers later this month.

St Bernards student Gozan John, 17, said she welcomed the opportunity for young people to be directly involved in shaping the bid.

“What’s exciting about this bid is that our voices are being taken seriously from the start,” she added.

“Slough is full of young talent and ideas, and this feels like a real chance for them to help shape the town we want to grow up in.”

Director of the arts organisation Apna Virsa (Our Heritage), Seema Kamboj, which has been running for over 17 years, added: “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.”

The bid has the backing of Slough Borough Council, MP Tan Dhesi and council leader Dexter Smith, all of whom have pledged active support.

Updates on the bid can be followed on social media at @sloughexplorer or on the website www.sloughexplorer.org