Reading’s Economy & Destination Agency (REDA) has teamed up with UK Property Forums to spread its involvement in the local property community.

Nigel Horton-Baker, executive director of REDA (formerly Reading UK), unveiled both the new brand and the partnership at a special event at The Tin (formerly The Biscuit Tin) in Station Hill on Tuesday.

REDA will now be a member of Thames Tap’s Expert Forum.

After presentations and discussion on the Station Hill development, coming out of the ground next door, Mr Horton-Baker told guests: “It’s a great day for my organisation, 12th of July – you can say you were here when REDA joined as members of UK Property Forums.

“We thought it would be rude not to come along and introduce ourselves because today is the day we’ve been reborn under a new brand identity.”

He went on: “We’ve been around since 2007. We are now a £2 million not-for-profit organisation with a team of seven and a board membership of 18.

“But we wanted a simplified proposition so we could communicate who we are. We’ve got the same strong mission so we’re not changing our spots essentially.

“We are still about economic development, prosperity and Reading being a great place to live, work, do business and enjoy but we wanted better consistency.”

He said REDA wanted greater ownership of the brand and to be more visible and identifiable from the town itself.

“We don’t own Reading, no-one owns Reading, but we all value Reading as a place,” he said.

Mr Horton-Baker said one of REDA’s top priorities is to go back to its roots and focus on foreign direct investment and getting the message out about that. REDA is also looking to get more businesses onto its board.

He added: “If you’re at the top of the league you have to keep working at it to stay ahead of the game and be one of the best towns, nay cities, for economic development.”

REDA is also looking to get more input from the business community in putting together its next plan. A board meeting on July 28 will seek to brainstorm ideas on the way forward. A new place brand will be launched in the Autumn.

Businesses who wish to support REDA can contact Mr Horton-Baker at nigel.horton-baker@reading.gov.uk

REDA will appear among Thames Tap’s partners and sponsors in the next few weeks.

Image shows Mr Horton-Baker (left) with Matthew Battle, managing director of UK Property Forums, at the event at Station Hill.

© Thames Tap (powered by ukpropertyforums.com).

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