AFTER 15 years of cheerleading Reading as a great place to work, do business, live and visit, a group has changed its name to help reflect the way in which its role has changed.
Reading UK now REDA (Reading Economy and Destination Agency). The not-for-profit community interest company, says the switch better reflects the importance and range of expertise of the organisation in its work to grow the Reading economy, develop the local skills base and promote Reading as a destination for both business and leisure.
The new name also avoids confusion with the place brand for Reading.
REDA is a private and public sector partnership, with a board comprising key stakeholders in hospitality, property, education, marketing, transport, retail and leisure, as well as Reading Borough Council.
Adam Jacobs, chair of REDA, said: “For the last 15 years, we have helped our local business community navigate their way through the ups and downs of business life, ensuring that Reading continues to outperform most other UK, and many European, economies.
“Reading is at a truly exciting point in its development, and we are confident that, as REDA, we will be in an even stronger position to continue our mission to boost business and enhance the visitor experience for all those in the Reading region by supporting the local economy, driving investment and promoting the town beyond its borders.”
As Reading UK, it has led on the economic recovery from the pandemic; managing Reading’s two Business Improvement Districts (BIDs); worked with Reading’s tourism and hospitality sector to promote Reading as a visitor destination, developed programmes to upskill local residents to help them access the job market locally and co-ordinated many events including last Christmas’ Twilight Trail in the town centre and this year’s Reading Biscuit Town.
This has all been in the context of Reading’s 2050 Vision which is led by REDA, along with the University of Reading, Barton Willmore and Reading Borough Council.
As part of the change, REDA has launched a new business-focused website, www.redauk.org.uk, to help businesses and talented people relocate to Reading and support our existing business community.
The new website shares information on local business services, inward investment and the Reading economy.
It also provides more information on the work of REDA and how people can get involved in helping us grow the Reading economy.
The website will sit alongside www.Visit-Reading.com
