Swindon could be seen as “an internationally significant cultural centre” by 2028 if a plan being worked on by the council is successful.

And it could even be referred to as ‘Magic Swindon’.

That’s the term for the vision for the town’s arts and cultural offer which members of the council’s Labour cabinet will be told about next week.

And it’s because, according to an author of the strategy, Richard Blows of Raven Consulting Solutions, that’s what the town is already called in some arts circles: “Early in the process, colleagues from the Arts Council’s South West regional team told me that ‘Magic Swindon’ was the what that they thought of and referred to the town.

"And so, it seemed a suitable title for the work and the resulting plan.”

The presentation to cabinet says: “The previous administration’s Cultural Quarter vision was undelivered and the current administration is committed to a new approach.

“It sees art and culture as integral to Swindon’s future, and it is maintaining investment in libraries, museums and parks as expressions of cultural services.

“The council is receiving significant investor interest as a potential lever for town centre renewal and  It is committed to advocacy, opening doors and identifying opportunities for future investment in the town.

“But it has limited scope for new financial investment.”

The report says there are 238 people currently employed in Swindon’s creative sector, making an annual contribution to Swindon’s economy of £16.4 million.

The council spends £3.26m on arts and cultural activities.

The Arts Council England has designated Swindon a “Priority Place” and its spending here from 2023  will be £866,000, a 75 per cent increase on its spending between 2018 and 2022.

The vision, which includes the newly opened Museum & Art Swindon and plans for a new entertainment venue in the town centre with twice the capacity of the Wyvern Theatre says, if successful, by 2028, Swindon: “believes itself to be, and behaves like, an internationally significant cultural centre, has a cohesive, collaborative cultural and creative ecosystem, with a shared vision. 

“It encourages people to make work here and make it visible. And has clear pathways for talented, local people to join, stay in and return to the town’s creative sector.

I will have: “Ownership and pride in the town’s arts and cultural offer and celebrate all genres, styles and forms in its arts and culture.

It will be: “Successful in accessing funding and resources. With an arts and cultural sector with greater access to, and influence over, decision makers.”