Our mission is to boost business and enhance visitor experiences in a way that improves quality of life for all in the Reading region [ [
Corporate update
Message from the Chairman
Chief Executive update
The REDA team
The REDA board
Enhancing the visitor experience
Leisure tourism
Business tourism
Summer dinosaur campaign
Town centre events
However you Christmas campaign
Boosting Business
Reading Business Improvement
District (BID)
BID Ballot
Supporting town centre businesses
Partnership working to improve the town centre
BID highlights 2023-24
Inward investment
Development in numbers
Business support
Reading UK CIC Trading as REDA
Financial summary 2023-24
REDA head count at year end
Governance and continuous improvement
Corporate Update
A message from the chairman
Adam Jacobs Chairman REDA
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As an organisation, REDA’s mission is to boost business and enhance the visitor experience in a way that improves the quality of life for all those in the Reading region - and I am delighted to report that, once again, we have been firing on all cylinders this last year.
Throughout 2023-24, REDA’s Board and team have worked tirelessly to bring benefit to businesses and traders in the region, resulting in benefits for everyone.
I, like many business owners, grapple with the recruitment of staff, and the Covid hangover has undoubtedly have taken a toll on people, including their skills, development, learning and working experience As a Board, we understand the importance of investing in, training and employing local people. So, I am pleased to see a great effort this year to support young people in our schools, helping them better understand the world of work and make better career choices. We’ve provided outreach support in the community with job preparation, as well as considering new opportunities afforded by the film sector. We have been working with partners to support Shinfield Studios as they build and prepare to open, informing local people and developing the much-needed
supply chain of businesses that film companies require, bringing a flow of investment and jobs to the local economy. In addition, we’ve worked with investors and developers such as Station Hill, Sir Robert McAlpine and we have helped co-ordinate local construction jobs, apprenticeships and careers talks in schools .
More centrally, the town centre is a focus: We have been rewarded with a vote of confidence and a further five years’ funding of the two Business Improvement Districts (BIDs) in Reading town centre Like any business, guaranteed sources of income in the long-term allow us to plan and invest more effectively
In addition, we have been growing new start-up businesses by residents by providing grants, and supporting the wider Reading Business Network, now set up as an independent not for profit We
have further developed our visitor offer including an annual Walks Festival, annual Food Festival and numerous fun, familyfriendly trails around the town centre. Celebrations include a great spectacle of lights and sounds at Diwali, Christmas, and the Chinese New Year, all of which making Reading town centre a vibrant and welcoming place to visit and enjoy.
Not only does tourism encourage visitors and footfall into Reading, but it also creates thousands of jobs for local people, as our research this year has shown This is why REDA continues to promote Reading nationally and internationally, using our great connections through train, bus, airand pilgrim walking trail, to further attract newcomers Our town centre, with its mix of green and blue, rich heritage and vibrant culture, tells a powerful story.
While Reading is clearly blessed with a resilient and growing economy, well above the average, we can’t rest on our laurels I
was pleased to meet with a number of local business leaders at our annual dinner recently, who emphasised the need to shout louder about Reading as a great place to live work, visit and do business - while continuing to invest in the place, making it even more accessible, inviting, memorable, safe and secure Promoting and encouraging independent businesses was one of their ideas, perhaps even attracting staff back to the office. As we look to another busy year ahead, I’d like to thank the Board, the Chief Executive and his team for their support and hard work, spurring us on to do even more this coming year
Chief Executive Update
Nigel Horton-Baker Chief Executive, REDA
2023/24 has been a hugely successful year for REDA, and most importantly, for Reading As Chief Executive of REDA I am proud of the contribution we have made to the economic well-being of both the town centre economy through our management of Reading’s two Business Improvement Districts (BID), as well as the Greater Reading business landscape
“In all we do, REDA is committed to ensuring the benefits of economic growth are reflected in the wellbeing of the town and all its local residents.
The REDA Annual Report 2023/24 provides an overview of REDA’s deliverables in pursuit of our mission to grow business and improve the visitor experience for the benefit of Reading You will find much more detail as you delve further into the report
Business Growth
REDA delivered £319,000 worth of additional direct BID services to over 700 town centre businesses
Worked with Reading Borough Council we also secured a further £95,000 of Government ‘Safer Street 4 funds in order to make the town centre safer.
Invested £303,000 in events and marketing activity to grow back footfall and spend in town centre retail and hospitality and attract employees back to the office. This investment has helped grow visitor numbers to the town centre by 3% year on year.
Secured £7.5m of private sector support for five-year BID Business Plans 2024-29.
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4,500 young people in school exposed to REDA’s careers, and world of work experiential activity
300 residents provided with jobs signposting services while major construction sites have been leveraged to create local construction apprenticeships and jobs.
20 new business start-ups launched by local residents as a result of REDA funded advice, training and financial assistance.
Our Reading Business Network extended is membership by 25% year on year to help local businesses grow.
REDA campaign to grow the film screen sector supply chain led to 150 businesses registering This campaign aims to maximise opportunities provided by the new Shinfield Studios and has influenced business support and skills training of the sector across Berkshire
Improving the visitor experience
REDA benchmarked the tourist visitor economy with our first Economic Impact report– job creation (6700) and spend in local visitor economy (£392m)
Consolidated Reading in European and UK market for leisure visitors and grew the relationship with the international travel brand the Camino de Santiago through the development and promotion of St James’ Way pilgrim trail
Welcomed 30 group organisers on familiarisation trips to Reading as well as numerous journalist visits producing articles in the national travel press and travel blogosphere
Grew the presence of the Reading conferencing and meeting offer in the London market with fam trips, dedicated website and brochure as well as business travel show attendance for Reading through Meet Reading
Organised and partnered with a wide range of highprofile events to grow the visitor market, from Luke Jerram’s Gaia exhibition to Reading Walks Festival, Reading Food Festival and Heritage Open Days.
New team members 2023-24
Shaping a better Reading
These are just some of the highlights delivered by REDA staff on behalf of Reading. I would like to extend my thanks to my team for their dedication and hard work to shape a better Reading Together, with our many partner organisations and suppliers, we support local businesses, raise the profile of Reading nationally and internationally, and attract new investment for the future of our town To our Chair, Adam Jacobs, Vice Chair, Cllr Jason Brock and REDA’s Board members, thank you for your support and for sharing your time and expertise in pursuit of our shared mission
The REDA team 2023-24
This year we have celebrated the arrival of two REDA babies, with Victoria and Alice both taking maternity leave to welcome their new additions. We missed Victoria’s energy and Brand Marketing experience, but were blessed with the addition of Anisha Sharma, who covered Victoria’s marketing role and brought with her extensive social media experience which has proved invaluable and a further building block of our business’ capability.
Alice took leave in November, having steered through a new range of BID activity, including training, and health and wellbeing services to staff in the town centre businesses, as well as providing invaluable support with the early stages of the BID ballot. She was, however, ably replaced by Jonnelle Phoenix-Roach, also from the environment department at Reading Borough Council, who assisted with the final engagement process with businesses, seeking their support for the new BID Plan, which resulted in a successful ballot at the end of February.
In other areas, REDA continued to fire on all cylinders this year with Alexa, newly appointed as BID Manager, straight into managing her first BID Ballot, bringing her previous experience as a member of the team having driven through the 2018/19 double BID ballot success
Sue single handedly delivered a range of employment, skills and business startup programmes this year, while Alex continued to raise the profile of Reading as a competitive visitor destination, gaining international recognition and publicity Carol continues to reinvent our annual Reading Food Festival on Broad Street, as well as ensuring we have regularly weekly street food markets and a host of events throughout the year We also welcomed back Yulia Syrovoiskaia, after a career break, to support with our events and business engagement activity surrounding the film screen skills and supply chain work, primarily focused on maximising the economic development multiplier impact of Shinfield Studios.
The team joins forces in the months leading up to the festive season, with our annual drive to raise the profile of Reading as a Christmas destination for all The Broad Street light switch on kicks things off in November, followed by six weeks of BIDfunded festive lights, performances, lantern parades, food markets and events, backed by our annual regional marketing campaign “However you Christmas - Christmas in Reading.”
Yulia Syrovoiskaia Joined the team to support Sue Brackley with Economic Development and Corporate Events Management.
Jonnelle Phoenix-Roach Joined the BID team as Head of Operations, providing Maternity Leave cover for Alice Rampling.
Anisha Sharma Joined the team as Marketing Executive, providing Maternity Leave cover for Victoria Patyra.
Sue Brackley Alex Brannen
Victoria Patyra Alice Rampling
Alexa Volker Carol Gardiner
REDA Board
2023-24
The company’s Board of Directors is a team of experts and senior managers comprising leading figures from the private, public, arts and education sectors of Reading, bringing together a vision for Reading’s future economic growth and a desire to champion its ongoing success.
REDA has seen some changes to its board membership during 2023-24, welcoming four new members: Jackie Yates, Chief Executive of Reading Borough Council, Michael Ward of Bake Morgan, Neil Brookes of Activate Learning and Nick Thompson of Reading Rep Theatre.
Boosting Business
Reading Business Improvement District Strategy
As a BID, we aim to bring services and initiatives into the town centre that benefit a wide range of people and business sectors. Sales and footfall data informs retailers of the health of the high street. Large scale events draw much needed footfall. Our two Business Wardens bolster security numbers and deliver a cohesive approach to identifying trends in anti-social behaviour. Wellbeing and training programmes offer BID members’ staff opportunities to take part in activities that small to medium organisations might not be able to provide. Recycling initiatives, often too expensive or difficult to access, are provided as part of the service, helping businesses contribute to their sustainability targets.
£7.5m will be reinvested in the town centre, through BID plans 2024-29
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This vote is excellent news for Reading town centre, its businesses and everyone who uses the town centre. My thanks to the staff of REDA who have steadfastly looked after the town centre for the last five years.
BID Ballot 2024-29
The five-yearly BID ballot took place during JanuaryFebruary 2024 A resounding business vote in favour has brought in a new five-year term for both Reading Central Business Improvement District (BID) and Abbey Quarter Business Improvement District Following a consultation period with all the BID businesses, including presentations on progress towards the ballot and new business plans for each BID area Businesses voted on the two business plans for 2024-29, which will be rolled out from 1 April 2024 The two new BIDs 2024-29 will replace the existing BIDs which came to the end of their term on 31 March 2024
Businesses in Reading town centre have recognised the immense value that both BIDs bring to our business community. These resounding votes in favour of creating two new BIDs for 2024-29 reflect the invaluable contribution of our BIDs to the economic and social wellbeing of our town centre.
Supporting our town centre businesses
During 2023-24, Reading BID has continued to provide much-needed add-value services to businesses within the town centre, helping to make it a cleaner, greener, safer and more vibrant place to work and do business Initiatives such as our training and recycling are tangible services that save all businesses time and money They also support our businesses’ need to upskill their staff and ensure staff retention, as well as ensure their own commitments to recycling are met
To keep better appraised of BID business perception we are planning to implement an annual satisfaction survey This will focus on gathering feedback from businesses and their staff on the services and initiatives we deliver We will work with British BIDs to understand best practice in setting this up, and then look to analyse and act on responses received
Wellbeing initiatives
Reading BID’s free staff training programme has been very successful, running regular, fully booked emergency first aid at work courses as well as mental health awareness training courses We also run ad hoc training around disability awareness, deaf awareness, and creative writing Work has begun on the launch of new an online training portal open to all staff, providing access to one-hour sessions on over 200 course subjects from Microsoft Office to compliance, meditation to project management
Our wellbeing programme continues to change and adapt according to need, listening to our BID members to bring in new initiatives and remove those less popular As such, the BID has implemented new gym sessions and increased the yoga activity offered for 2023-24
Safety initiatives
The BID funds two Business Wardens who work closely with the neighbourhood Policing team, patrolling the town centre, seven days per week, supporting businesses with ASB and reporting crime Using town safe radio, the wardens communicate directly with retailers and report stock returns on the BID’s CRM system In the last six months, a huge £55K worth of stock was returned to retailers
The Purple Flag accreditation recognises the management of the nighttime economy, drawing on the strengths of all the partnerships within the town centre and assessing every second year Stakeholders interviewed as part of the accreditation include Reading University, Reading Buses, Licensing, Policing, Street Pastors, cleansing teams, paramedics, and venue operators, with the report submitted in October 2023 In February 2024 the BID received our accreditation with comments including “The work on safety is a fantastic highlight”, “Using vinyl wraps to improve the look of an area while also preventing graffiti is a brilliant idea ”, and “The images from the Christmas Lantern Parade are vibrant and it looked to be a great event for all It’s great to see engagement with the transport partners to provide discounted bus rates to ensure the event was more accessible ” National media reports around the safety of customers in the nighttime economy across the country has been damaging to this sector Reading BID works tirelessly with its stakeholders to ensure a safe visit at nighttime for both staff customers and is always looking for ways to improve Looking ahead to 2024-45, we plan to work alongside Reading’s Street Pastors to gain real-time feedback from visitors to Reading to help shape our processes further
Sustainability initiatives
The weekly cardboard recycling and quarterly small electrical recycling remain very popular with BID members These services are available to all our businesses and is contracted through the Council, this gives businesses the assurance that their recycling is dealt with professionally
“Using vinyls to improve the look of an area while also preventing graffiti is a brilliant idea!
Partnership working to improve the town centre
Reading BID’s ongoing work across the town centre involves many and varied partners and stakeholders, ensuring not only our success, but the wider success of many involved From our long-standing partnerships with Reading Borough Council and Thames Valley Police, to supporting smaller charities in the town centre, our aim is to collaborate as much as possible for the benefit of all in Reading Some key partnerships during 202324 include:
• Reading Borough Council's Community Safety team
The BID supports the initiative to install a safe space which now permanently houses Reading’s Street Pastors and First Stop services This space hosts the South Central Ambulance Paramedic service on a Friday and Saturday night, preventing many unnecessary A&E visits, as well as providing a base for our Business Wardens and a meeting point for many of the town’s smaller charities and Police colleagues working with vulnerable groups
• Reading Town centre Steering Group
The BID works closely with a working group of Council officers focusing on town centre issues, giving us unique access and ability to implement changes Issues such as travel, public realm and anti-social behaviour are discussed for officers to report back on progress and actions
• Reading Climate Festival
The BID partnered with The University of Reading and Reading Borough Council to fund an installation of Luke Jerram’s Gaia. Hosted in Reading Town Hall, the Earth artwork was displayed for two weeks and attracted nearly 12,000 visitors. Reading BID also hosted events on behalf of the local businesses as part of the
wider Climate Festival, including a staff party, yoga/gong bath, and a talk by TV personality Ray Mears
• St Mary’ Service Yard fencing
The Highways team are working on the tenders and a contractor will be appointed in early Summer 2024 The area has long been a cause for concern with regards fly-tipping general anti-social behaviour Businesses in the area were consulted on the installation of a lockable gate to support security in the area - the response was overwhelmingly positive
• Winter Warmer Initiative
The BID worked alongside the Rail Partnership and the Council’s Community Safety teams to manage this community project which distributes donated winter clothes to those in need in Reading The Rail Partnership organised an empty unit to receive, store and distribute the clothing The Council’s Community Safety team engaged with local groups to encourage their clients take the clothing, and the BID engaged the business community to donate unused clothes Working together we were able, at zero cost, to put collect over 900 items of donated clothing to those who need it most
• Reading BID Business Wardens
The BID provides two security wardens who work closely with the local neighbourhood police team, delivering results on a weekly basis Operating as the eyes and ears on the street, they provide intelligence, help locate missing people and detain those who are wanted by police colleagues. This partnership encourages retailers to report crimes and assists in bringing justice to offenders, as well as legitimising the work of the wardens and providing extra resource to the police.
BID highlights
Highly successful BID ballot –2024 to 2029. Turnout rates in both BID areas were healthy (Reading Central BID 40%, Abbey Quarter BID 35%), and the vote results were equally positive (Reading Central BID 88% by number, Abbey Quarter BID 95% by number).
Two, well regarded, town centre security wardens, tackling shoplifting, rough sleeping, aggressive begging/ASB as well as welcoming and directing visitors. They now record their activities to show numbers of business engagements as well as values of stock returned. Over a 5-year period we conservatively estimate a stock return value of £250 000.
Data contractors supplying footfall statistics were contracted. Visitor Insights now supply a monthly footfall report which includes dwell times along side town centre heat maps, and income demographics. Sales data is now received monthly from Beauclair Data, who collects and analyses sales data through card transactions for many towns and cities across the country. They also provide this data for the national Centre for Cities reports.
The BID’s cardboard and WEEE recycling schemes continue to be well received by businesses. We continue to promote these services through our Friday Update and new businesses ask to join on a regular basis.
With funding from the Council’s Homelessness team, the BID engaged a Street Warden to identify and record begging activity. Data reports formed a heat map of prolific offenders and geographical areas where begging took place the most, to support the Council with engagement.
Quarterly PA & EA networking events continue to grow, to support local businesses. Several different venues have hosted the events, where management can promote their services to corporate clients, including hotels, restaurants, and cinemas.
Continue to fund and support Street Pastors and the First Stop services. Following the grant from Safer Streets 4 a Safe Space has been opened in October 2023 that forms a new home for this service. Offering a haven and medical treatment for visitors from 9.00pm to 3.00am each Friday and Saturday evening, the building also hosts many community groups and meetings. This facility saves over 300 A&E visits each year.
To support the BID hospitality sector, the BID produced a map listing all the hospitality venues in the town centre including hotels, night clubs and cafes. These have been shared with many community groups, office buildings and tourist hotspots to encourage visitors and office workers to support this sector.
Working with the Vacant Shops Academy, much work was done in identifying available and non-available vacant units. This has formed a basis of information that helps us support enquiries for interested businesses looking to open in Reading town centre.
Installing artwork on hoardings on Station Road has visually improved the entrance from the train station into Station Road. Similar artwork was installed on hoardings at Jacksons Corner that had attracted ASB.
Best Bar None (BBN) Awards were supported by the BID in July 2023. These awards celebrated 11 local hospitality businesses who had gone through the BBN accreditation scheme. The awards were presented by the Mayor in the Mayor’s Parlour.
The BID led the REDA Board on a town centre walk about in July 2023. This was a good opportunity to show the Board the many aspects of BID work and issues faced in the town centre.
As part of its wellbeing programme, the BID collaborated with Buzz Gym to hold a Zumba session on the train station forecourt. Several staff from professional sector businesses attended including many passersby, who joined in the fun. This made for some fun in the open area for both those taking part and those arriving and leaving through the train station.
Working with the University and Council’s cultural teams, the BID were invited to interview and decide on street art for St Mary’s Butts old SSE power station. Funded through the High Street Heritage Action Zone an artist was engaged and work will be installed in Spring/Summer 2024.
Feedback from multi-national corporates suggested greater engagement with young professionals, with increased working from home meaning some of this bracket are not able to form the important business networks needed throughout their professional careers. The BID has engaged with a few of these groups including Thames Valley Young Professional, RG Next Gen (land sector), and the young professionals law group. The BID has sponsored a few of their events and looking to increase this.
Litter picking initiatives have been arranged through the Council’s RAYS team. These initiatives have been held for Primark SE Managers in Summer 2023, BID businesses in mid-Winter 2024, and Mott MacDonald in early Spring 2024. Each session has been well received by those taking part and positively acknowledged by passersby, too.
Close partnership working with Townsafe Radio Scheme involving over 90 businesses and RBAC (Reading Business Against Crime) and joint accreditation with National Business Crime Solutions.
The wellbeing menu of activities for BID staff flexes with changes in usage and feedback.
Training courses held for BID members and their staff are very popular, with many on a waiting list due to full bookings. Work has begun to introduce an online training portal offering a wide variety of hour-long sessions.
Developed and managed the DISC digital system to maximise logging and reporting of ASB and shoplifting for both the day and night-time economies.
Continued development of ‘Solomon’ the CRM system used to facilitate accurate communications with BID businesses, with the view of state-of-the-art data for BID renewal
Deep cleaned over 112,000 sq. metres of pedestrian areas over spring and autumn.
Maintained CCTV operators.
Delivered two floral planting schemes over summer and autumn.
Inward Investment
Investment in Reading remains strong, with a range of companies concluding lease deals, relocating and choosing to stay in Reading, over the last financial year, perhaps suggesting that the pull of the ‘Elizabeth Line’ is still having a positive effect on Reading
Looking at the detail suggests a number of key trends emerge, including:
• High levels of vacant office space, coupled with high levels of hybrid working, affecting town centre footfall
• High turnover in hospitality is reducing vacant premises, however, space above shops is increasingly being repurposed as residential.
• There is a need for residents to replace office worker, to help drive footfall and spend in Reading town centre.
• Successful re-ballot of the two Reading BIDs will support an increase in town centre living, providing extra services to attract and retain visitors, employees and residents
• Logistics and light warehousing are in demand, but there is little space for new build in the Reading area.
REDA has outlined a strategy for attracting inward investment, highlighting key sectors and new opportunities in ‘green’, climate and ‘screen’ markets Working with the property sector, we are now starting to further investigate the key factors driving business relocation and expansion decisions This will inform a much closer working relationship with the property sector where REDA provides an
added value role around market research, and information gathering to create new stories that will put a spotlight on Reading’s many locational advantages and how they align with the difficult decisions businesses take when relocating , expanding or simply upgrading premises in the town. Minimising disruption to existing employees will be a priority and REDA is planning to improve and expand the level of quality-of-life information for HR staff.
British business is now looking for some stability to come from the policies of new governments locally and globally, building economic bridges on which to launch new research, development and business expansion plans. Reading remains well placed, according to many commentators, to be at the forefront of the economic growth:, reports such as ‘The Sunday Times' 'top 10 places to live', EY's fastest economic recovery ranking and PwC's Good Growth Index, providing the evidence
Development in numbers
Offices
• Leases signed - 65
• Total space leased -
•
•
• Largest deal – Wood –117,000 at Green Park
• Other large deals – EY, Ministry of Justice, Sage UK, FLB Accountants, Adobe
Retail
• Leases signed – 58
• Total space leased – 106,000 sq ft
• Average sq ft per deal – 1833 sq ft
• Rents – up to £19.97 per sq ft
• Largest deal - Slaters on Broad Street
Industrial
• Leases signed – 25
• Total space leased –136,000 sq ft
• Largest deal – Swiftpak
Business Support
Reading Skills for Growth Group
The Skills for Growth Group originally convened in September 2022 and still continues to meet on a quarterly basis Key partners in the group continue to advise and inform our employment and training programmes, as well as emerging Berkshire strategies, receiving and commenting on reports ranging from Self Employment Courses to our Screen Skills Pipeline
The work of the group has pivoted over the last year to look at not just skills shortages against a tough economic landscape, but also a range of government and local interventions including UK SPF, Multiply and Skills Bootcamps. Bringing together leaders from education and the private sector to network and share best practise. Members include Reading
Young people reached through careers and employment events
University, Reading Borough Council Adult Education and Cultural Development, Activate Learning, Thames Water, Collards Recycling, Egnyte, recruitment and schools. In fact, the group has not dropped one member since it was formed and Skills for Growth continues to bring real-life experience to shape its strategy
ESPs and Skills
Framework
A total of nine construction skills plans have been agreed with four live during 2023/24 – notably the two major sites at Station Hill - providing over 800 outputs to date.
The 2023/24 period has seen the delivery of some exciting and highly successful programmes funded by our Employment and Skills developer financial contributions. REDA continued its strong track record of delivering benefits to the local community through using S106 funds. This has included over 3,800 young adults supported through 27 careers and employment events in seven schools through our work with Education Business Partnership.
A total of 366 residents were reached through our Community outreach programme aimed at finding some of the hidden unemployed who left employment during the Covid pandemic. We supported 22 events during 2023, at six venues including Whitley, Caversham and Tilehurst. Additional events ran at Broad St Mall, as well as
tailored events for migrant communities from Afghanistan and Hong Kong. These light touch sessions provide an opportunity to really understand what local residents are looking for in terms of training. As well as promoting selfemployment training, the sessions also offer signposting to other forms of training and advice.
July and September saw the return of Reading’s Job Fests, attended by 1000 residents, 81 employers with live jobs and 19 training providers. An impressive 100% of employers said they would attend again thanks to the number and quality of job seekers they met number and quality of job seekers they met
Partnership with both public and private sector partners remains central to delivery of the
Residents reached through REDA’ s Community Outreach Programme
programmes with match funding and support-in-kind from companies and organisations including Hammerson, Abbey Rotary, DWP, Reading Business Network, Resource Productions, Hilton Reading, Activate Learning, Thames Valley Chamber of Commerce and the University of Reading.
Launch Reading Mentor
Supply Chain event, Oscar Group
“
My confidence and belief in my business knowledge has grown more than I thought possible. I can see my goals and dreams as a reality, and this is all down to the support and knowledge you gave me.
Hannah- GreenerHealth
“From invaluable guidance in business strategy to unwavering support in personal development, the program…has been instrumental in shaping my entrepreneurial journey.
Supersonic Startup started working in partnership with REDA from July 2023 and the self-employment programme ended on 31st March 2024 A total of 28 people attended the launch events in west Reading and Whitley and 21 started the course Coach, Phil, delivered seven workshops and Benna and Phil supported participants with ongoing one-to-one coaching calls over this period Phil also run peer to peer support sessions in the last three months of the programme.
While 21 participants joined the programme, a total of 13 completed the course, with 8 participants having to drop out over time for various personal reasons or to become employed. The programme delivered four one-to-one phone sessions, which included counselling, advice and guidance for people often coping with complex personal issues.
Using the Screen Production Opportunity Report as a catalyst for action, REDA is working to prepare local people for new and emerging job opportunities created at Shinfield Studio.
In October 2023 a Supply Chain event, supported by Berkshire Screen and Hilton Reading Hotel, welcomed over 120 local business people wanting to find out more about the screen industry.
In February an event just for local crafts and trades people was sponsored by the Holiday Inn in South Reading. Over 50 local companies attended.
Both events had panels of experts who shared knowledge on working in the industry and how to break into the sector This is now being backed up by short training courses (UKSPF funded) for existing trades to upskill into the production centre – at the moment this is Electrical, Carpentry (set build), Hair & Makeup and Costume – all areas with skills shortages
at the moment.
REDA has joined the Berkshire Film Office group and has used its Production Skills research to inform the Thames Valley Chamber’s LSIF, ensuring there is no duplication of delivery across Berkshire while ensuring the best local delivery for local residents through UKSPF funded work in local schools, at Reading College and, next year, taking skills roadshows out to community centres.
REDA continued to develop the Reading Business Network through 2023-24, with nearly 700 members now linked through social media and newsletters A mixture of live and online events take place monthly, bringing networking opportunities as well as local business intelligence, access to professional services, training and skills provisions and more recently developing our Screen Industry supply chains (see below).
A new website was launched in February bringing events information together with the basis of a business directory listing for all members to share
A separate business guide for the Screen Production industry is being worked up. Simplified local supply chains will provide not only a more sustainable route for procurement but give local businesses easily navigable ways to bid for contracts with production companies using Shinfield Studios
Meanwhile a new UK SPF funded partnership with Abbey Rotary saw two cohorts of local people go through start up training (a fully mentored 10 week course) and apply for start-up grants – 21 people have now been awarded funds and 27 new businesses have started
Screen Skills, Feb 2024
Enhancing the visitor experience
Leisure Tourism
Reading Walks Festival
REDA organised, coordinated and promoted the first ever Reading Walks Festival over 5 days in May 2023. A programme of 42 walks were all volunteer led. The festival received 1000 bookings with most walks completely sold out. A post festival survey produced 93% satisfaction levels.
“I have never done anything like this before (or walked those distances) and can honestly say it was one of my best experiences. Thank you.
We wanted to drop you a note to say thank you for such an amazing day yesterday.
Thank you so much for leading yesterday’s walk – it was a bit of a revelation!
Walks
Festival attendees satisfied
Reading Walks Festival 2023
Marketing Campaign
The goal was to showcase Reading’s history, shape perceptions and attract visitors to the town Additionally, we aimed to promote the festival as
A walk with purpose really helped to put everything back in perspective. It is unlikely I would have ventured out on my own for such a long walk so many thanks!
part of #WalkingMonthMay. The event featured a total of 42 walks, with a mix of free and ticketed options. While bookings were managed through Eventbrite, the primary promotional platform was Whatsonreading com The festival showcased a diverse array of walks, catering to families, history enthusiasts, and those interested in scenic landscapes and social experiences, while also highlighting the health benefits of walking.
The multi-channel activity spanned across digital, out of home advertising and PR/content activity, helping us to target a broad audience demographic Overall, the campaign proved successful, with an impressive 89% ticket sell through
Media coverage of Reading highlights REDA hosted two bloggers for weekend familiarisation trips during the Reading Walks Festival, as well as commissioning a Daily Telegraph feature on visiting Reading within the Telegraph’s travel pages
St
James Way
Working with tourism colleagues in Spain, REDA facilitated a new Estrella Galicia funded mural on Friar Street linked to the St James Way / Camino de Santiago. The mural celebrates the singer Heather Small, who undertook her own pilgrimage, and is part of the largest outdoor art exhibition in Europe.
As part of REDA’s support in developing a walking tourism product around the St James’ Way, we attended the
“The enthusiasm and generous sharing by the leaders was inspiring.
Thoroughly enjoyed this walking festival, it is great that Reading has organised a festival like this & long may it continue
I
loved my time mentally and physical. It truly uplifted me. My spirit was through the roof, beautiful people and learnt so more about Reading walks was just around the corner from me.
British Guild of Travel Writers, where the St James Way was shortlisted for Best New UK and Ireland Tourism Product
REDA co-ordinated Reading’s Heritage Open Days
programme The festival is England’s largest heritage festival and REDA produced a programme and provided social media and media support for the 33 events
REDA’s Welcome Ambassadors
The volunteer programme celebrated its 2-year anniversary The volunteer visitor welcome scheme based at Reading Station welcomes visitors to Reading on weekdays and provided information, directions and ideas on things to do in Reading
REDA produced its first ever Reading Visitor Guide 2024 to showcase the attractions, places to stay, shop and eat out The guides have been distributed in the UK and Holland
Group Travel
REDA attended both the Group Travel and Leisure Show (Milton Keynes) and Excursions (London) and invited Group Travel Organisers (GTO) to visit Reading on a number of familiarisation trips. Over the course of the year, over 30 GTOs came to Reading to sample the group offer with partners such as Reading Museum, MERL, Thames River Cruise and Walk Reading.
Partnership working
REDA’s tourism partnership allows us to access markets and opportunities that we couldn’t reach with our own resources. We have maintained membership of the Great West Way, which allowed us to attend Market Place, an international tour operator speed dating event, have a Reading presence on the Great West Way website and be included in travel trade promotion.
As members of Tourism South East, REDA maximised marketing opportunities to a UK and international audience including representation at Dutch main travel show Vakkantibeurs. REDA’s membership also allows 25 key tourism businesses to be listed on visitsoutheastengland.com, which receives over 3 million visits a year.
Membership of Meet Beyond London has allowed REDA to promote meeting venues in Reading to event organisers through a fam trip with PA Life, attendance at trade shows such as Confex and the PA Show.
REDA also engaged with Visit England, the LEP and other Berkshire authorities to develop a plan for a Berkshire Local Visitor Economy Partnership (LVEP), the new national structure for Visitor Destinations.
£392m
spent by tourists during their visit to the area
Impact of Tourism Report, 2023
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REDA commissioned Reading’s first Economic Impact of Tourism report The report demonstrates the value of tourism to Reading with almost 7 million trips undertaken to Reading, 1 35 million nights in the area as a result of overnight trips and £392 million spent by tourists during their visit to the area
Group fam trip 2023
Business Tourism
REDA continued to co-ordinate Reading Tourism Group to provide a networking opportunity to local tourism businesses and engage them in joint working
REDA worked with Meet Beyond London to host a PA Life fam trip. 12 London based PAs were invited for a two-day fam trip to experience Reading as a meeting destination and visit the facilities. We partnered with a number of local venues including Penta Hotel, the Roseate Hotel, Reading Town Hall and Thames River Cruise. REDA also produced a Meet Reading brochure funded by 12 key venues produced to accompany a new Meet Reading micro site.
REDA produced personalised reports on the visitreading.com website and the performance of individual business listing pages to all engaged tourism businesses. Updated listings and content were developed throughout the year.
Heather Small mural
Dino trail summer campaign
The 2023 summer campaign centred around the Dino Trail – a town centre trail developed in partnership with Reading BID, Broad Street Mall and The Oracle. The event featured 15 dinosaurs placed around Reading, offering families a fun, free activity that encouraged visits and spending in the town centre. This new initiative aimed to increase footfall and provide families with summer activities. A downloadable trail map was hosted on the visit-reading.com website, with broad messaging to showcase Reading's retail and hospitality offerings.
The campaign targeted at families looking for fun, free summer activities We used a mix visual and informative content, coupled with a comprehensive digital strategy to engage with consumers and drive awareness and footfall into the town centre Working closely with partners Broad Street Mall and the Oracle, we managed to achieve significant reach and engagement Results include over:
• 2k map downloads
• 2k increase in website page views
2,000 downloads of the summer trail map
Visit-Reading.com
• 173k social media impressions (including paid ads)
• 665 engagements from people on Instagram stories (highest count)
• 900k social media reach
• 1.2k reach through a blogger (with 7 story shares)
Town centre events
Cultural events
Despite poor weather putting off some of the crowds we’d seen previously, the 2023 Diwali celebrations were welcomed in Reading. The Southeast Asian arts organisation, Kala the Arts, produced the event and led a procession from Town Hall Square into Broad Street which was well received by shoppers and retailers alike
Following our pledge to increase the number of cultural events supported by the BID, this year the BID also financially supported Reading’s Chinese New Year celebrations in Town Hall Square. The event was very popular, drawing large crowds into the open area and creating a vibrant and colourful entertainment piece from local bands throughout both days kept visitors entertained and helped deliver a successful event.
In July, the BID supported Bastille Day Taking place in Forbury Gardens, the event celebrates all things French, each year growing and drawing larger audiences During August 2023 the BID sponsored Carnival of the World, featuring a carnival parade of performers, dancers and drummers through Broad Street, entertaining gathering crowds throughout the day with a highlight performance from large-scale animal puppeteers who engaged with the public
Community and wellbeing events
To engage the office sector the BID arranged an Old School Sports Day in June 2023 Two sessions were held with teams from a variety of professional sector businesses Each business paid an entry fee which was then donated to local charities The event was well received and drew a good audience of passersby We will look to repeat the event in Summer 2024 for our young professionals
To support Breast Cancer Awareness in October 2023 the BID and Bravissimo collaborated to hold an event in-store to give information about breast cancer, signs to look out for and ways to reduce risk The guest speaker from Breast Cancer UK led the evening and took questions, and staff from Bravissimo demonstrated their products and services
For the second year, the BID supported the Winter Warmer initiative in January 2024, in partnership with The Hampshire Community Rail Partnership and the Council Over 900 items of clothing were distributed in two days, with the balance of the donations given to Cowshed for onward distribution
Launchpad’s annual Pancake Race 2024 returned to Broad Street on Shrove Tuesday This annual fundraising event is supported by Reading Central BID, with a number of businesses in the BID area taking part to raise money for homelessness.
Town centre events
In June, as part of Reading’s Climate Festival, the BID partnered with the University and Reading Borough Council to bring Luke Jerram’s world-renowned Gaia to the town centre. Over the two-week period, the installation attracted nearly 12,000 visitors. As part of the event programme, the BID held events for the business community, including a Staff Party, Yoga/Gong Bath, and a climate focussed talk by British Woodsman and TV personality, Ray Mears.
Support for our local music and theatre productions continued this year with the ever-popular AYL? and Down At The Abbey music events, drawing large audiences from near and far. The annual Rabble production of Henry I was very well received by audiences and international critics. Events such as these have a large draw on visiting public which in turn supports our nighttime and hospitality economies.
Safety events
A Focus on Vulnerability & Safety event was held for Reading’s night-time economy businesses in May 2023. Attendees heard from Street Pastors about bystander training, the BID First Aid trainer gave a training session on the use of defibrillators, and the Police shared good practice from local venues on dealing with vulnerability. The BID also funded and gave out drink spiking testing kits, tourniquets and Ask 4 Angela posters. The purpose of the event was to provide venue management and staff with the tools to support themselves and their customers.
As a follow up event from the earlier Vulnerability and Safety event held in May 2023, the BID hosted an NTE Self Defence class in October 2023. This was held in WalkAbout and lead by a self-defence trainer recommended by the Police. The session taught venue managers and staff how best to protect
themselves in case of an incident
In collaboration with the Council’s Community Safety Team, two Counter Terrorism courses SCaN (See, Check and Notify) were held during the year. The courses are held to accommodate the retail and night-time economy sectors hours of work and ensure engagement by these two groups. This course offers attendees information on identifying possible terrorism situations and reporting them. It also gave attendees the opportunity to hear first hand the impact of these kinds of events on places and people
Seasonal events
Reading BID provides a year-long programme of events to help attract visitors to the town centre. For the first time this year we experimented with seasonal trails, starting with an Easter Trail, a Summer Dinosaur Trail and then an autumn Halloween Trail. Each event was supported with trail maps and social media promotion. For each trail we ensure a wide geographical coverage alternating participating businesses and including as many local, independents as is possible. Uptake by families has ranged between 350 families to over 1000 families. Feedback from businesses has been very popular and we will continue with these kinds of events, tweaking the event set up each time following feedback.
Reading’s annual Food Festival was held in May 2023 along the length of Broad Street. The weekend saw a full complement of food stalls, covering a wide range of cuisines. Music from local bands throughout both days kept visitors entertained and helped deliver a successful event. Feedback from high street retailers was very positive some stating that sales had increased over the event
Reading BID celebrated the festive season installing two town centre Christmas trees and providing the full festive lighting scheme. The decorations were well received by all, with many visitors posing for selfies against the backdrop of the lights and the German Food Market tree. Alongside their pop-up wooden bar and 35-foot conical tree, the German Food Market this year extended their covered seating area from to include covered standing areas for shoppers. This attracted large numbers of visitors throughout season (particularly at weekends), and contributed to a positive trading result. The area was also used by Eurovision UK Entrant and Runner-up, Sam Ryder for a short busking session which attracted some positive PR for Reading
The festivities kicked off in November with the annual Reading Christmas Light Switch On Working with the Hexagon, the BID hired pantomime characters to visit the food market area, entertain the crowds, and provide the countdown The event was hugely successful with unprecedented visitor numbers compared with previous years
Following the light switch on, was Reading’s second lantern parade – another BID-led festive event and community celebration This year’s theme, ‘Glow’, promoted a sense of togetherness in families, friends and communities The Council sponsored four community-based workshops to engage residents and encourage them to make lanterns for the parade, which were fully booked with over 500 attendees The parade attracted over 800 people with many more joining the procession as it made its way through the town centre to the Forbury Gardens for the musical finale Reading Buses worked collaboratively with the event, offering over 40 free bus tickets to lantern bearers on the night of the parade
In addition to the light switch on and lantern parade, the BID organised a total of 24 events throughout December, celebrating different
businesses and offering a variety of activities to both office sector workers and visiting families and shoppers. Weekday events were held in a variety of hospitality venues encouraging office workers to discover new and exciting activities after work, including cocktail making, wine tasting, gingerbread decorating, and steel pan lessons, among many other activities. At the weekend we arranged live music and character visits such as the Grinch, Ariel, and Father Christmas which provided much festive cheer to Reading visitors.
Reading independent businesses were given the opportunity to run a stall on Broad Street at any point throughout the festive season, at no charge This was taken up by several small businesses who were able to promote themselves in a busy part of town at the busiest time of the year Retail trading overall was reported very positively, particularly as December drew to a close towards Christmas Day Post-Christmas sales were also very positive and, in some cases, better than expected
However you Christmas – Reading’s 2023 Christmas Campaign
Designed to support the town’s economy by driving awareness of Christmas activity and events in Reading town centre, the 2023 Christmas campaign used the ‘however you Christmas’ messaging, with a refreshed colour palette. The messaging was broad and widereaching, allowing us to showcase the retail and hospitality offer in Reading and in turn encouraging visitors, footfall and spend into the town centre over the festive season
The multi-channel activity spanned across digital, out of home advertising and PR/content activity, helping us to target a broad audience demographic Results were positive, achieving a significant boost in website users and social media reach, as well as out-of-home impacts Results include:
• 157% increase in website users
• Over 1 5k website users on the landing page for Christmas lights switch on
• 146% increase in page views
• Over 500,000 social media impressions
• Over 899,947 social media Reach
• Over 5 million estimated impacts through out of home advertising
Reading UK CIC trading as REDA
Reading UK CIC, trading as Reading’s Economy & Destination Agency (REDA)
Financial Summary
REDA, now in its 18th year of operation, continues to grow and maintained a strong bank balance throughout 2023/24 with reserves able to safeguard against any unforeseen eventualities Its turnover reflected a three-year average of £1,934,996. The balance of restricted and unrestricted funds allows REDA to continue existing services and invest in new projects going forward.
•
REDA head count at year end
REDA Board: 23 registered Non-Executive Board Directors (+1 new organisation year on year covering all but one of our target sectors with no gaps in the skill areas required at Board level)
REDA Staff: 9.6 FTE posts – 13 staff members (including 2 maternity leave + cover)
Governance
and Continuous Improvement
• Board Membership 20 Board Members increase of 10% year on year
Introduction of a
the
• Corporate Responsibility: Agreed to seek CSR accreditation and develop a ESG improvement plan.
• Improved Governance arrangements to national BID standards and production of a 5year P+L report covering the BID plan ending this year 31 March2024 and the hosting of an annual meeting planned later in 2024.
• Corporate Plan Priorities : Setting of priorities for REDA with a 5-year time horizon.
