Partners get behind new vision to reinvent Swindon town centre

The eight ambitions, set out in a draft document called ‘Heart of Swindon’, are the result of a Council-coordinated effort to seek the expertise and input of partners including key landowners, developers, educational institutions, government agencies and businesses.

Partners previously fed back that developing such a framework would be invaluable in mobilising effort and guiding the future investment needed to help Swindon town centre transition from a past dominated by retail, to a future destination where people live, work, socialise and study.

As the ‘Heart of Swindon’ document itself explains: “Investment in the town’s facilities and infrastructure will aid and support Swindon’s growth in the coming decades, providing a better and more useful town centre for those who live, work and visit the town. Delivery of new homes, including affordable homes and improvements of facilities, services and leisure opportunities in the town centre will support growing communities and create a fantastic place to call home.”

The eight draft ambitions are:

• A Centre for Living: Creating new, mixed-use neighbourhoods in the heart of the town.
• A Creative Centre: Supporting Swindon’s growing creative community and delivering a new entertainment venue.
• A Centre for Learning: Giving Swindon’s higher education institutions a place in the centre and creating a hub for students.
• A Knowledge Centre: Bringing Swindon’s leading enterprises into the heart of town and providing spaces to support small businesses.
• A Green & Healthy Centre: Investing in and connecting our central parks, along with extensive greening of the centre through tree planting and creation of new pocket parks.
• A Vibrant Centre: Providing a broad mix of shops, places to eat and drink, and community spaces that bring vibrancy throughout the day and into the evening.
• A Connected Centre: Creating stronger connections into the heart of Swindon and between its districts, including across the rail line.
• A Proud Swindon: Committing to creatively re-using Swindon’s historic buildings and to ensure that development responds to the town’s rich history of innovation.

Each ambition is accompanied by a set of propositions that indicate how the ambitions could be realised in practice. Among the total of 53 propositions is one that envisages providing up to 5,000 new homes in the town centre, many of which would be affordable.

Another involves exploring the redevelopment of the Brunel Centre, which could include shops, community space, workspaces, homes and public space providing apartment living for students, young people and those downsizing.

The draft vision document also includes a proposition to develop a new space for Wilkes Academy to bring them into the town centre. This could see Wilkes utilising the Wyvern Theatre to create a rejuvenated and professional performance space to rehearse and showcase students’ work.

Other plans include bringing forward residential-led development at Kimmerfields and creating a regional scale entertainment venue, able to cater for a wide range of events including large West End touring shows, music concerts and other big events. The Council’s Cabinet will be asked this month to decide on the location of the new entertainment venue and approve further work to develop a detailed business case.

Organisations including FI Real Estate Management (owners of the Brunel Centre), GCL (representing The Parade), William Arthur Property (owner of commercial property in the town centre), Network Rail, the University of Bath and Business West attended a number of workshops to help shape the ambitions. These were also attended by Councillor Gary Sumner, the Borough Council’s Leader of the Opposition and Shadow Cabinet Member for Planning and Regeneration, in the spirit of fostering cross-party support for the ambitions.

Pending a green light at the Cabinet meeting on the draft vision, the Council will invite views from residents and all interested parties to help inform a final version.

Councillor Jim Robbins, Leader of the Council said: “Everyone is clear on the diagnosis: Swindon town centre needs complete reinvention. It’s equally clear that this will require the collaboration of the private, public and voluntary sector which is why I’m delighted our partners have come together to help shape this exciting set of ambitions for the town centre.

“Of course, they are just ambitions. But I’m determined the final vision document won’t be another glossy travel brochure where we never arrive at the airport. I understand public cynicism created by previous plans and grand schemes for the town centre that haven’t materialised. But we need to flip the cynicism and get behind a positive way forward.

“Once the vision is finalised, many of the ambitions will require significant investment from the private sector to translate into reality over the next decade and beyond. Nothing in this world is guaranteed. But unquestionably in the short-term, there are positive changes and improvements that can be delivered in the town centre over the next few years. That includes the Council-led work to build a new entertainment venue in the town centre.

“I am pleased that there is recognition of the need for cross-party support to unite around this vision in order to help give our partners confidence in making long-term investment decisions.”

Phil Smith, Managing Director of Business West, said: “We welcome this confident and ambitious draft vision for the ‘Heart of Swindon’. Swindon has had a long history of outstanding economic success, and when Swindon’s economy grows, Britain’s economy grows. The Council’s eight ambitions offer an opportunity for the public and private sector to work in partnership to invest in Swindon’s town centre.

“We support efforts to bring leading enterprises into the heart of Swindon through the major regeneration of land around the train station and at Kimmerfields. We look forward to working with the Council and Swindon’s business community to support delivery of the final vision.”

Sara Mills, Vice Principal at Wilkes Academy, said: “Wilkes Academy is very proud to have had a home in Swindon for over 13 years and we are delighted to be invited to part of this project to help shape the draft vision for the ‘Heart of Swindon’. Wilkes Academy is passionate about delivering high quality university education for those wanting to enter the performing arts industry and we are seeing increasing success stories from our graduates.

“We have nearly 500 students completing a degree in musical theatre (validated by Staffordshire University) each year and the majority of students come to Swindon from around the UK to receive this specialist education. Due to significant growth in applications to Wilkes Academy, we are very excited about the potential of exploring a new base that will enhance our provision but also hopefully provide a positive contribute to plans for Swindon town centre.”

Dom Knowles, Head of Offices, Asset Management, at FI Real Estate Management, said: "We’re fully supportive of the Council’s draft vision for the 'Heart of Swindon' and look forward to working closely together to bring the ambitions to life.

“The refurbishment of 1 Newbridge Square represents a vital part of revitalising Swindon town centre. This investment is about more than creating modern office space; it aligns with the broader vision to create a vibrant community. This project is about breathing new life into the town, creating a space where people want to work, socialise, and thrive together, and setting the way for Swindon's prosperous future.

“By transforming this building, we're not just attracting businesses back to the heart of Swindon, but also enhancing local amenities, and improving the overall experience for residents and visitors alike.”