REDA's Nigel Horton-Baker on how collaboration between businesses is key to Reading's future growth 

While on holiday, Nigel Horton-Baker will seek out what lies beyond the tourist zones, and by the end of his vacation he will have a picture of how the city flows and the reasons behind its successes and challenges. 

A town planner by profession, it is a fascination about what makes places tick that has kept REDA's (Reading’s Economy & Destination Agency) Chief Executive Nigel Horton-Baker in the economic development and town regeneration game for nearly four decades. 

Nigel said: "While travelling for business and pleasure , I like to get to get behind the scenes, away from the touristy bits to see how places tick and find out what the challenges of the place are.” 

A Leeds lad, Nigel's career has included economic development roles across local authorities in Reading, East Sussex, the West Midlands, Surrey and London with a focus on inward investment, business support, urban regeneration, job creation and training, as well as tourism and place marketing. 

He also had a spell as Vice Chair of  the South East Regional Assembly (SEERA) and says he is proud of its legacy contribution to regional spatial planning, alongside the South East Economic Development Agency (SEEDA) contribution to regional economic development   

It is with REDA, formerly Reading UK CIC, where Nigel has been anchored since 2013 and has enjoyed considerable success.  

His ties with Reading came earlier, though, graduating from Reading University in Management Studies back in the late 90’s, and representing the Regional Development Agency SEEDA as a board member of Reading UK from 2008.  

REDA enjoys strong support from Reading’s  business community, having this year received backing for its Reading Central Business Improvement District (BID) and Abbey Quarter BID. The five-year plans  were voted in by 88 per cent and 93 percent respectively, of the businesses that voted.   

Launching as Reading UK in 2007, REDA won the support of businesses to form one of the first BIDs outside London - and now only one of seven boasting a fifth term. Initially founded and backed by council funding, it became increasingly self-funded due to increasing pressures on the public purse.  

REDA continues to work very closely with Reading Borough Council, often delivering employment and skills programmes with money the council is able to secure from government and private sector sources.   

Today, the agency is backed by business contributions, government grants and its 22-strong board made up of leading figures in local, national and international companies based in the town. 

Its Chair, Adam Jacobs, is a local jeweler whose family is from Reading and a strong advocate of the town and the town centre economy.  

REDA works on skills development programs in partnership with education institutes, focuses on promoting Reading and represents the interests of over 600 businesses across the Reading Central and Abbey Quarter BID areas. 

REDA also led the development  of the Reading 2050 City Vision, alongside design consultants Barton Willmore (now Stantec) and the University of Reading, which aims to encourage sustainable economic growth and create a smart and environmentally sustainable city. 

Since Nigel's appointment in 2013, REDA's turnover has increased from £450,000 to £2.5m, with staff rising from four to ten people.  

It is  investing over £1.5m in additional services that help the town centre be safe, clean, attractive, sustainable and a great place to work, visit and live.   

Last year REDA also invested in 20 new, local, small businesses with training and provided small start-up grants of up to £1000 per business. Year on year, REDA supports thousands of local residents with employment advice and signposting, providing 3-4000 young people in local schools with access to career advice and problem solving projects  from local businesses  

FILM INDUSTRY OPPORTUNITY  

Major towns and cities don't stand still. 

Reading has transformed from its beer, bulbs and biscuits reputation to a tech hub which has matured into a diverse ecosystem of digital,big IT, financial and professional services, as well as  energy and life sciences firms. 

However, it is what comes next that is of interest to Nigel and REDA's members who are keen to tap into the supply chain opportunities that Reading's film industry will bring, including an estimated 3,000 plus jobs for the greater Reading area 

Nigel said: "The film sector has really galvanised the interest of the business community with over 150 cramming into the ‘Holywood’ Hilton Hotel for our first film awareness network meeting.” 

REDA has been working through its sponsorship of the Reading Business Network (RBN)  with over 300 companies to ensure they are supply chain ready. 

The agency is compiling a register of companies working closely with  Shinfield Studios, Reading University and Resource Productions.  REDA also produced a skills report central to the Thames Valley Chamber, securing millions of pounds of Local skills Improvement Plan (LSIP) money to be used by  Berkshire’s  further education colleges to invest in creative sector training. 

It is also working on self employment and enhanced skills training for local companies  with Slough-based Resource Productions and Reading College. 

The reason for this drive and interest from Reading's business community?  

Nigel says it comes down to the size of the prize and that if the town can prove it has a solid supply chain infrastructure then it is more likely to land a resident studio such as Netflix or Channel 4 at Shinfield and create a significant economic multiplier effect. . 

He said: "The film sector is a great opportunity to associate with Reading, with yet another global multi-billion pound industry which could further grow our economy  We now need to ensure that local people and businesses recognise its potential and row in to support the small management team running Shinfield Studios and the many film companies it is already beginning to attract " 

TOURISM DRIVE 

Nigel says REDA has worked hard on changing perceptions of Reading to a place that people want to visit and do business in of which the rebrand from Reading UK CIC to REDA in 2023 was key. 

He said: "The feedback we have received from businesses that have relocated is that they have definitely seen a step change in how Reading is perceived and believe it is a great place for their employees to work ” 

Tourism is viewed by REDA as a key driver of future economic growth in the town, however it is not starting from a standing start. 

Reading's tourist industry is worth £400m annually and supports 6,700 jobs with six percent of the workforce employed in the tourism sector. 

Nigel said: "Reading's probably not on most people's bucket lists as a place to go and have a holiday, but  we get a lot of day visitors, students and friends and family visits.” 

The key to making Reading a “bucket list” destination, according to Nigel, is to create a tourist focal point that draws in visitors. 

The St James' Way route, which launched in 2022, is part of this strategy. 

The walk is now fully covered by over 500 waymarking signs in the shape of the  ‘camino’ scallop shell which is the emblem of St James. 

For walkers retracing the steps of medieval pilgrims, St James' Church in Reading is the departure point for the 68.5 mile route that runs to God’s House Tower in Southampton. 

It was a most popular route for pilgrims on a religious journey heading to Santiago de Compostela from England during the 12th to the 15th centuries. 

After reaching the south coast, travellers would sail to Galicia in Spain before continuing on foot to Santiago to visit the shrine of the Apostle Saint James.