More than 20 people gathered at Reading Bike Hub, ready to hunt for some of the town’s hidden treasures — the independent businesses that help give Reading its character.
The treasure hunt, involving nine venues across town, offered a lively display of Reading’s grassroots cultural life after the town failed to make the longlist for UK City of Culture 2029.
Participating businesses included Dee Caf Community Cafe, The Biscuit Factory, AW Cycles, Milk Reading, Shed Café, Double-Barrelled Taproom, Rising Sun Arts Centre, Reading Rep Theatre and Reading Bike Hub.
Organised by Reading Bike Hub, the event invited participants to travel across town by foot, bike or public transport, completing small challenges at each checkpoint to collect stamps.
Kat Heath, the co-founder of Reading Bike Hub, wrote on Eventbrite that Reading Bike Hub organises the scavenger hunt to “raise awareness of some of the amazing venues our town has to offer”.
More than 20 people took part, with the fastest team finishing the route in just over two hours.
For some, the event was not just a game, but a way of seeing Reading differently. Justin, who has lived in Reading for just over two years, took part on foot and collected five stamps. He said he spent longer than expected at each stop as he was busy talking to people, and came away surprised by how much the event had changed his impression of the town.
He said Reading had “never been so interesting” to him before. “I can get so much out of it without having to head out to London for a fun day”, he added.
He said independent businesses were vital to cities as they acted like “spices for a dish”, adding flavour and making places feel distinctive. After taking part, he said he would definitely return to some of the venues, and had already added Reading Hydro Festival in June to his calendar after hearing about it at one of the checkpoints.
The treasure hunt was partly framed by Reading’s failure to make the longlist for UK City of Culture 2029, after a bid was submitted earlier this year. For the businesses involved, the event became a chance to showcase that culture in Reading is not only found in formal institutions like museums and historical sites, but also in the spaces that bring people together.
Tina Farrow, manager and director of Dee Caf Community Café in Tilehurst, said the event was especially valuable for businesses outside central Reading, where attracting new visitors can be more difficult.
Reflecting on what she saw as Reading’s culture, she said her own view of the town had changed over time. When she first moved to Reading in 2011, she found it hard to feel attached to it, and said a place of its size could feel isolating.
But after settling in and opening her café, she came to see it as a welcoming and diverse place. She described Reading as a “mixing pot of culture”, and said she had never felt out of place here because “everyone is different”.
Adam Adrian, venue coordinator at Rising Sun Arts Centre, shared a similar view, describing Reading as a place that “presents cultural stories of different backgrounds”. He said the arts centre acted as an “art facilitator”, helping artists and communities connect through activities ranging from drawing classes to refugee sewing groups and LGBTQ+ events.
He said this was where independent venues showed their value: they have greater flexibility to host a wider range of activities, particularly at a time when funding could be difficult to secure.
Max Shuell, general manager of operations at Reading Rep Theatre, also said it was encouraging to see so many people taking part, and viewed the event as a sign that Reading’s independent sector was reaching a wider audience.
He said independent organisations should not work as isolated units, but as part of a wider network of support. “We should not work separately as individual units, but together to create wider possibilities and engagement,” he said.
He added: “It is a social responsibility for independent businesses to maintain the diversity and vibrancy of a city.”
Both Adam and Max said they were disappointed Reading had not made the City of Culture longlist, as the funding could have helped push Reading even further as a cultural town. Though Adam added that he could understand why other places in greater need might have been prioritised.
Still, both said the town was moving in the right direction. If Reading’s official bid fell short, Saturday’s treasure hunt suggested that many of those involved still see the town’s culture in its independent venues, community spaces and the people who keep them going.
By Nathalie Chi
