As Executive Director, Nigel leads the team and sets the strategic direction for REDA. Working alongside our Chairman, he supports and advises our Board of Directors. With an extensive career in Economic Development covering all aspects of regeneration, skills, job creation, inward investment, sector support services, tourism promotion and infrastructure development. Nigel brings a wealth of senior management experience to the team.
Nigel has led the company to 2 retail Business Improvement District (BID) renewals and a second commercial BID in the historic Abbey Quarter, bringing a range of added value services to the town centre. Nigel has managed programmes to assist several thousand young people and adults in Reading with careers advice, skills training, self-employment start-up training and job opportunities. He has championed the creation of the Reading 2050 Smart and Sustainable City Vision, development of the company to become a destination management organisation, DMO, deliver Cultural Festivals and trails, a Year of Culture in 2016 and set up ‘What’s on Reading. He has seen the company turnover grow four- fold to around £2m and managed its financial survival through the COVID 19 Pandemic. Most recently he assisted Reading Borough Council in the development of the Reading City Status bid 2021 and the Reading Town Centre Strategy.
Nigel’s previous roles include Area Director for the South East of England Regional Development Agency (SEEDA) and CEO of Surrey Economic Partnership (now Connected Surrey), Vice Chairman of the South East Regional Assembly and Head of Community and Economic Regeneration at London Borough of Hounslow.
Nigel’s favourite thing about Reading:
For me, it’s the energy, creativity and passion of business people I meet every day.
Contact:
nigel.horton-baker@reading.gov.uk
07921 493450
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