Introducing REDA, the new name for Reading UK
12th July 2022
Today, Reading UK CIC has announced that it will now be known as REDA, Reading’s Economy & Destination Agency.
Reading UK was established 15 years ago as the economic development and place marketing organisation for Reading. A not-for-profit community interest company, we exist to champion Reading as a great place to work, do business, live and visit, striving to enable Reading to reach its full potential as a world-class destination.
The change of name to REDA 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.
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.”
In recent years, REDA has led on the economic recovery from the pandemic; managing Reading’s two Business Improvement Districts (BIDs); working with Reading’s tourism and hospitality sector to promote Reading as a visitor destination, developing programmes to upskill local residents to help them access the job market locally and co-ordinating many events such as Twilight Trail in the town centre and 2022’s Reading Biscuit Town; all of this within the context of Reading’s 2050 Vision led by REDA, along with the University of Reading, Barton Willmore and Reading Borough Council.
REDA has also today launched a brand-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 provides 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 to create one powerful destination platform for Reading.
