INTRODUCTION

Map of Reading, illustrated by the Barton Willmore Graphic Designers

Cities can be vibrant hubs of enterprise and innovation, bringing together business, education and administration to generate economic growth and culture. Cities also present a huge impact upon our sustainability and can off er a signifi cant opportunity for improvement. To be truly successful however, a city needs vision and ambition. A vision is a shared expectation about a plausible and desirable future.

Since 2013, Barton Willmore, Reading UK CIC and the University of Reading have been working in partnership with businesses from the private, public and third sector to help build a vision for ReadingUK 2050.

Over the past 12 months work on the ReadingUK 2050 Vision has continued, with the team driving a diverse range of interactive sessions across Reading’s business and development community as well as beginning to engage with Reading’s wider population.

In March 2016, the ReadingUK 2050 team will be holding a two-day public engagement event, as part of Reading’s Year of Culture’s March focus on the future of Reading. The two-day interactive exhibition will be taking place in the centre of Reading, on the 18-19 March, which will off er Reading’s shoppers and commuters an opportunity to see the ideas generated so far, brought to life.

Have a look at the story so far...

WITH THANKS TO ALL THOSE INVOLVED SO FAR...

Neha Abayawardana Barton WillmoreBob Allies Allies & MorrisonProf. Nigel Arnell University of ReadingMartin Baggs Thames WaterMark Baker Barton WillmoreMark Baker Barton WillmoreRichard Baker Ernst & YoungAndrew Barron Taylor WimpeyStephen BarterChris Barwick SSE PlcMatthew Battle UK Property ForumsSteven Beauchamp Capital PropertiesCraig Becconsall Peter Brett Associates LLPSteven Bee Academy of UrbanismSteve Belam The OracleAlison Bell Reading Borough CouncilDavid Bell University of ReadingWhitney Bevan University of ReadingChris Blencowe Hilson Moran PartnershipDavid Bloxham Thames Valley Chamber of CommerceDan Bradbury Bellway Homes (Thames Gateway)Katie Bradfield OculusAlex Brannen Reading UK CICJannicke Brar Blandy & BlandySammy Brennan Barton WillmoreLorraine BriffittTim Brown Balfour Beatty ConstructionKaren BrownAlan Bunce UK Property ForumsBen Burfoot Reading Borough CouncilPeter Burgess University of ReadingHelen Burnell Boyes TurnerStephen Burt University of ReadingEleanor Burton SEGROIan Campbell Campbell GordonSteve Capel-Davies Peter Brett Associates LLPGordon Carey LandidBrendan Carr Reading MuseumCaroline Carsey Barton WillmoreRory Carson Oxford PropertiesKelly Caulfield Barton WillmoreMatthew Chamberlain ACG Architects

Donald Chambers Greater Reading Environmental NetworkNick Chancellor Meeting Place CommunicationsVicky Charlesson Blandy & BlandyMatt Chillingworth HermesPaul Ciniglio First Wessex Housing AssociationLouize Clark Connect TVTAaron Clarke Barton WillmoreChris Cobbald Wessex EconomicsKim Cohen Barton WillmoreChris Collings BarclaysBrian Condon FMW ConsultingRupert Cook Architecture PLBJames Cook BroadwayMalyanAnthony Cowling Greater Reading Environmental NetworkBen CrossCaroline Crutcher OlswangCaroline Crutcher Olswang SolicitorsBradley Davidson GCS RecruitmentRichard DaviesAnnemarie De Boom StudiorealKate Dean Dean ConsultingInderpal DhanjalAndrew Dickinson Semperian PPPSimon Dimmick Blandy & BlandyProf. Tim Dixon University of ReadingIan Dubber Workspace GroupMargaret Dunn Global Heart radioRachel EdenNick Elford OracleProf. Lorraine Farrelly University of ReadingJaimie Ferguson TurleyDaniel Fernbank University of ReadingDuncan Findlay i-Transport LLPThomas Fitzpatrick Upton McGouganTom Fletcher Lambert Smith HamptonJennifer Forakis Hoop ArchitectsRufus Ford SSE PlcJane Fowles Novell TullettGiorgio Framalicco Reading Borough CouncilPeter Frankum SavillsDave Furby OculusBarry Gaffney Barton Willmore

Natalie Ganpatsingh Nature NurtureJan GavinAndrew Gibbons ARUPAdam Gibbs WSP GroupMartijn Gilbert Reading BusesProf. Roberta Gilchrist University of ReadingStan GilmourPaul GittingsOliver Goodyear Michael Aubrey PartnershipIan Gough Green education/EcotricityChristopher Grahame Peter Brett Associates LLPBen Greatbatch Ridge & PartnersStuart Green Reading UniversityCarol Griffin OlswangJames Gross Barton WillmoreKristen Guida Climate UKSarah Hacker Reading Borough CouncilZoe Hanim Reading Borough CouncilEmma Harding Environment AgencyTim Harding Haslams LLPRob Harris Elementa Consulting LtdPaul Harrison Berkshire NHS EstatesSusan Haslam FMW Consultancy LtdDave Hasler OculusAndrew Hawkins Barclays Bank PlcJoel Hawkins Bell Hammer John Haxworth Barton WillmoreRhian Hayes Wokingham Borough CouncilPreetam Heeramun Singh National GridGordon Hewitt SSE PlcNick Hiles StanhopeSimon Hill Reading Borough CouncilRichard Hill Thames WaterNicky Hodgson Reading Festival OrganisersNicklas Holm Dawnus Construction LtdNigel Horton-Baker Reading UK CICGraeme HoskinNigel Howe Reading FCPhilip Hunter Lambert Smith HamptonAminal Islam Reading Borough CouncilJames Jackson WSP GroupAdam Jacobs Jacobs the Jeweller

Roger James Boultbee BrooksChris James BroadwayMalyanRichard Jobson Design EngineSteve Jones Kinnarps UK LtdAndrew Jones McKay SecuritiesRobert Jones Michael Aubrey PartnershipTony JonesChloe Jordan Beard ConstructionSteve Kemp OpenPlanBen Kite EPRKatherine Knight Intelligent HealthSteve Lamb Smart Agenda LtdMichele Lavelle 4D Landscape Design LtdWill Lawrie PatriziaSam Leckenby BarclaysSimon Lickley Blandy & BlandyAdam Lloyd SEGROJo Lovelock Reading Borough CouncilChris Luff M&SJohn Luther Reading Arts CouncilNeil MacDonald GetReadingAlan Magness Reading Borough CouncilNick Makemson Scotts Brownrigg Graciela Malitsko Reading Borough CouncilJonathan Manning RareJason Margrave StanhopeDave Martin First GroupKathryn Maskell University of ReadingDavid Mather JDPStacey Meadwell Estates GazetteGraciela Melitsko Reading Borough CouncilJenni Montgomery Barton WillmoreThomas Moore Trinity MirrorAndrew Morgan KPMGJuliette Morgan Tech CityWill Morris HaslamsJohn Morton Consult CPMGraham Mountford Broad St MallBen Muirhead Odyssey MarkidesDavid Murray-Cox Barton WillmoreGeeta Nanda Thames Valley Housing Association/Fizzy LivingChris Newman Haslams

Peter Newton Barton WillmoreVictor Nicholls Bracknell Forest CouncilMaria Noguer Reading UniversityProf. Maria Noguer University of ReadingTrevor O'Hara One CityJake Osman Reading BusesBill Page Legal & General PropertyTony Page Reading Borough CouncilProf. Kathy Pain University of ReadingKathy Pain University of ReadingProf. Kathy Pain University of Reading Dominic Papa S333 (Almere Architects)Danielle Parker Peter Brett Associates LLPGuy Parkes RareKate Parry-Jones Olswang SolicitorsMatthew Peake M&G Real EstateRobert Pearson Hicks BakerNigel Penn Simpkins Article 10 DesignSimon Perkins McKay SecuritiesTony Pettitt Reading BusesTom Pierpoint Great Western RailwaysRobert Poole Muse DevelopmentsAaron Pope M&G Real EstateMark Prescott Reading Year of CultureClaire Pulleyn Haslams LLPTracey Rawling Church KyoceraJeremy Rawlings University of ReadingJamie Redman Michael Aubrey Partnership LtdJamie Renison DTZAlex Reynolds SEGROCullan Riley Phil Jones AssociatesJim Roberts Fourth StreetPaul Roseff Peter Brett Associates LLPPaul Roseff Peter Brett Associates LLPJon Rowland Jon Rowland Urban DesignMaria SaltreseFlora Samuel University of ReadingDominic Scott Barton WillmoreNeil Seager Haslams LLPLiam Sharp Barton WillmoreKeith Shearer Adam UrbanismBrian Shewan Shewan Associates

Angela Shields PitmansPatrick Smith Dawnus Construction LtdAndrea Smith Radian Housing AssociationEdmund Smith University of ReadingBen Somner BroadwayMalyanJulian Spence Blandy & BlandyRachel Spencer Reading Voluntary ActionTina Spires Barton WillmoreSuzanne Stallard JellyNathan Stevenson BellwayDuncan Stuart ABCPaul Swinney Centre for CitiesTao Tao Sunfor LightingAshley Taylor BroadwayMalyanColin Tedder Bouygues UKLiz Terry Reading Borough CouncilLeigh Thomas KierJohn Thompson Academy of UrbanismRob Thompson planit-ieEleanor Thomson BarclaysGrant Thornton Reading Borough CouncilAlly Tow Boyes TurnerRowan Turrall Boyes TurnerStephen Vigar Reading Borough CouncilNina Virdi Pollard Thomas EdwardsNina Virdi Pollard Thomas EdwardsLaura Wainwright Boyes TurnerRobert Wallace PitmansDarryl Ward Clancy Consulting LtdIan Wardle Reading Borough CouncilStacey Waring University of ReadingRichard Webb Barton WillmoreAndy Wells i-Transport LLPEdward Wheeler Peter Brett Associates LLPAndrew Willcock SavillsHeather Williams University of ReadingKirsti Wilson University of ReadingScott Witchalls Peter Brett Associates LLPSteve Woodford Haslams LLPJonathan Woodroffe S333 (Almere Architects)Mark Worringham Reading Borough CouncilClaire Wright Connect Reading

VISIONINGA LOOK AT ACHIEVEMENTS & IMPROVEMENTS

RDG: EXCELLED AT...

• Inward investment

• Public transport infrastructure/connectivity

• Town centre redevelopment

• The Oracle/Riverside

• Multicultural

• Reading Festival

• ICT capital of EU

• New and improved green spaces

• University of Reading

• Madejski Stadium

• Town Hall

• Skills, training and maintaining tallent

• High end blue chip businesses

• Congestion/traffi c

• Cycle and footpath infrastructure

• Connectivity beyond the town centre

• No personality/identity

• No sense of place

• Civic pride

• Start-up businesses/SMEs and independents

• Diverse governance

• Break out from LA boundaries

• Aff ordable housing

• Investment not reaching community level

• Maximising our heritage

• IT infrastructure

• Access to all waterfront and green spaces

• A heart/civic space

• Strong leadership/unifying governance

• Transport infrastructure – a smarter city, none car dependent

• Invest in strategy and promotion

• Develop a stronger ID/sense of place that integrates culture and heritage

• Create multicultural and multigenerational spaces for inclusivity

• Encourage entrepreneurial/innovation

• Policies to promote greener buildings and energy solutions

• Reinvent IDR – less cars/more green space

• Promoting and encourage cycling/walking – change attitudes

• Create collaborative world-class working spaces

• Cutting edge IT infrastructure

• Shift socio/economic equality

• Pay explicit attention to value of waterways and green space

RDG: UNDERPERFORMED AT...

RDG: HOW DO WE IMPROVE

OVER 35 YEARS...

EXPLORING GREEN TECHNOLOGY

• Bigger holistic hub from river to river

• Early adopters of technology

• Realise identity as high growth tech/entrepreneurial place

• Non car dependent – step on step off service

• Hub/connective spaces/not a drive through

• A place with newly defi ned uses internationally

• Green buildings – push the trend

• Beyond boundaries

• Integrated connectivity travel – ICT apps based package

• Re-use the space used by a car

• More liveable town centre

• More walking/cycling

• Vibrant town centres

• Show room for retails in town centre – click and collect

• Renaissance of independents

• A larger heart to our city

• Infl uence lifestyles

• ICT infrastructure

• Support for technology entrepreneurs

• Retail independents

• Freer, more effi cient movement of labour force

• Why go to town centre?

• Way we work/travel/do business

• More attractive environment for diversity of commercial uses

• Trend in Real Estate

Place & Environment People & Lifestyle Economy & Employment

EXPLORING RIVERS & PARKS

• Some loved, some unloved spaces - all loved by 2050

• Sense of place

• Use the fl ood zones

• Make use of the river (like Oxford/ Cambridge do)

• Outdoor learning hubs

• Fobney Island/Green Park

• Open spaces

• Demand on road use

• Build meeting places in communities

• Green gyms

• Thames for swimming

• NW opportunity

• Reading Great Water Park

• Boat hire

• Connection of rivers and town centre

• Living on the water

• Shops in parks and spaces for people

• Construct house boats

• Create fl exible workspaces

Place & Environment People & Lifestyle Economy & Employment

EXPLORING FESTIVALS & CULTURE

• Culture woven into fabric of Reading

• City of festivals – not just ‘Reading Festival’

• Reading as a cultural destination

• Improve attractiveness

• Develop heritage connection for pedestrians

• Look outside the centre

• Engage with existing diverse communities

• Awareness/promotion of ‘cultural’ events

• Creating civic pride

• A place for people who live in Reading and visitors

• A larger heart to our city

• Infl uence lifestyles

• Attract more people to live in Reading

• Use smart technology to attract visitors to cultural events

• Implement a heritage and culture strategy

Place & Environment People & Lifestyle Economy & Employment

IDEAS ON HOW WE COULD ACHIEVE A SMART & SUSTAINABLE READING BY 2050....

CULTURAL LEADERSHIP –

STAKEHOLDERS/ BUSINESSES

A TOWN MASTER PLAN INTEGRATING

CONNECTIVITY AND OUR THEMES

SPACES FOR GRASS ROOTS

MOVEMENTS

USE TRANSPORT MORE INNOVATIVELY

– RIVERBOATS, TRAMS, CYCLE

GREEN CHAMPIONS – PUBLIC AND PRIVATE

EXAMINE DESIRED FUTURES

AN IDENTITY, AN ETHOS, OUR

MISSIONTHIRD

BRIDGE?

DEVELOP FESTIVAL CULTURE

WORLD-CLASS IT INFRASTRUCTURE

PUBLIC ART

EXPLORE OUTSIDE SPACES

CREATE A CATALYST FOR

ENTERPRISE AND INNOVATION

EXPLOITING NEW IDEAS TECHNOLOGIES

A MULTI-SCALE AND MULTI-PURPOSE VENUE

WORKING ACROSS BOUNDARIES

THROUGH A SHARED GOVERNANCE

A PLAYABLE CITY

CREATE A CITY WIDE GREAT

READING PARK

AWARENESS AND TRAINING FOR

SCHOOLS TO USE OUR OPEN SPACES

DIGITAL PLATFORM FOR OPEN AND GREEN SPACES

OWNERSHIP OF FLOOD ZONES AND WOODS

READING’S FUTURE...WHAT DO WE NEED AND WHY?

Areas of Multiple Deprivation

Population Projections 1981 - 2011

Household Projections 1981 - 2011

Commuter Flow Data 2011

Station HillAbbey Quarter

Rivers and Parks

ZOOMING IN ON IDENTIFIED LOCATIONS

Floating CommunityThe Oxford Road The IDRThe Oxford Road

STATION HILL

BEYOND THE COMMUTERS AN URBAN HIVE

“Topography works in our favour across the Station Hill area to off er us opportunities to mitigate the boundary that is the railway line. We can bridge over or under the line 3-4 times, to deliver greater connectivity through this quarter to the river and town.” Keith Shearer, Adam Urbanism

“Intensifi cation and permeability of the urban grain, can permeate south right through the town to Friar Street, Broad Street and even The Oracle.”Dominic Papa, S333

STATION HILL BECOMES A NEW URBAN QUARTER FOR THE TOWN, PROVIDING A RECOGNISIBLE, STRONG SENSE OF ARRIVAL. By removing exisiting barriers the space can reconnect north and south encouraging movement from town to river, and opening up to provide an urban hive of activity, not just a place for transition but a place for events and socialising.

ABBEY QUARTER

RE-INVENTING HISTORY

“With the Abbey and Reading Prison is at the heart of this quarter, we can drive higher density of development alongside a network of green spaces and streets that overcomes the current dead ends.”Craig Beaconsall, PBA

“The current out of town retail area could be transformed into new residential accommodation, close to the station but also linked through to Kings Meadow to the north. New premises for the Further Education College at the heart of this development could provide an anchor of employment and activity throughout the day.”Rupert Cook, Architecture PLB

THE ABBEY QUARTER COULD BE A CULTURAL HUB FOR READING. CELEBRATING AND ENHANCING OUR HERITAGE WE CAN BREATH LIFE INTO THE ABBEY RUINS, READING PRISON, FORBURY GARDENS AND FAR BEYOND.With looping public realm and green spaces we could extend the town’s activity east, and provide a bohemian quarter of studio spaces, live/work units and activity that encourage and promote uniqueness.

RIVERS AND PARKS

STITCHED BACK INTO THE TOWN

“We need a big central civic park, but we also need to craft a smaller network of interventions in our denser urban areas. Greening and connecting the river back into the city is an immediate project the industry could grapple with.” John Haxworth, Barton Willmore

“We can be bold. A 200-300m wide bridge crossing the railway would be bold, but it could provide stunning urban development for the town and overcome this strong obstacle. In 50 years’ time, this could be a far easier feat of engineering.” Richard Jobson, Design Engine

“The act of crossing the river provides people with the views of the river itself, east and west - we don’t have enough of these in the town and they will help to make the river part of our urban fabric.” Jamie Ferguson, Turley

“Reading needs to use statement architecture more. In a cultural, civic hub we need to emulate Potsdammer Platz and the likes, by delivering density and strong statement buildings, to provide a real celebratory centre; make it a proper city and not just a large suburb with a big railway station.” Jon Rowland, Jon Rowland Urban Design

BY RECONNECTING OUR RIVERS AND PARKS, WE CAN STITCH THEM BACK INTO OUR TOWN PROMOTING THEIR USE AND CREATING DESIRABLE DESTINATIONS. Our waterways and their surroundings could provide a new wild Great Reading Park or intimate boat cafes and a fl oating theatre, while also providing greater riverside opportunities, to collectively create a necklace of escapism and enjoyment that travels right through the town.

FLOATING COMMUNITY

LET’S THINK DIFFERENTLY

“Reading’s water can work harder for the town. A fl oating community can provide homes for people that are already connected in to existing, sustainable river transport opportunities. A Thames river bus and improved cycle paths will further assist the connectivity north to south over the river and railway.” Peter Frankum, Savills

“There are some fantastic examples of how fl oating homes can work. Currently no one in Britain is grabbing this idea, yet it can provide inspirational architecture. We can capitalise on the creativity of residents by facilitating cost eff ective self-build, whilst also tackling aff ordability and climate change.”Jonathan Woodroff e, S333

THE LAKES OF READING OFFER NATURAL, UNDER-UTILISED ASSETS. A NEW FLOATING COMMUNITY COULD PROVIDE AFFORDABLE, SUSTAINABLE HOMES AND A DIFFERENT LIVING EXPERIENCE FOR RESIDENTS.Changing perceptions as to what housing should look like and how it functions, residents could enjoy a community that thrives on a natural habitat whilst off ering great river, cycle, pedestrian routes straight into town and a low carbon footprint.

THE OXFORD ROAD

CELEBRATE OUR HOME GROWN DIVERSITY/CULTURE

“The Oxford Road’s strong multi-cultural vibe must be retained but can be signifi cantly enhanced through minimal intervention. Traffi c calming, enhanced public realm and intensifi cation of activity and occupation at key points could radically transform the opportunities for residents and visitors, and build an even stronger, unique identity.”Matthew Chamberlain, ACG Architects

“Notional subdivision along this long road enables us to provide transition, diff erent experiences and the sense of a journey. The east end relating to the town while the west end relates more to the suburbs and industry.” Barry Gaff ney, Barton Willmore

ALREADY AN ICONIC, DIVERSE AREA FOR READING, WE COULD ENHANCE EXISTING NEIGHBOURHOODS, IMPROVING AND INTENSIFYING RESIDENTIAL AND EMPLOYMENT DEVELOPMENT IN ‘LOWER’ AND ‘UPPER’ OXFORD ROAD, WHILST FOCUSING COMMERCIAL AND SOCIAL OPPORTUNITIES IN A CENTRAL ‘HEART’.Enhanced to support local businesses and entrepreneurialism ‘The Heart’ could encourage community ownership, be greener and pedestrian friendly, off er a space in which to host pop-up events that celebrate food, people and music etc. all coming together to create a diverse and unique space to explore and socialise.

THE IDR

FROM GREY TO GREEN

“This is a radical opportunity for Reading to deliver ‘Room to Breathe’. Through modal shift and diverted through town traffi c, we can reduce the reliance upon the IDR and use the space to create memorability for Reading. By greening the route, we can ‘un-defi ne’ Reading’s limits, create new developable space and a new ‘living room’ of green space for a multitude of activity.” Steven Bee, Academy of Urbanism

RATHER THAN A GREY BARRIER CONSTRAINING OUR TOWN, THE IDR COULD BE A GREEN LUNG, PROVIDING THE OPPORTUNITY FOR FLEXIBLE, SMART AND SUSTAINABLE TRAVEL OPPORTUNITIES, SHARED BY CARS, TRAMS AND BICYCLES.With the barriers broken we could rebuild routes through and across town, reconnecting our town and suburbs through a ribbon of movement and greenery, with nodes for rest and nodes of intensifi cation providing new areas for activity, retail, employment and even play!

WE WANT YOU TO STEP INTO READING 2O5O...WHAT DO YOU WANT TO SEE?

• More opportunities for art and culture

• A greater variety of housing

• Sustainable transport networks

• Community owned spaces

• More festivals and pop-up events

• Better use of our rivers and green spaces

• Innovative workplace environments e.g spaces for start-ups

• Greater use of green technology

• Better architecture

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