Reading’s High Street Heritage Action Zone (HSHAZ)

  • In 2020 – 2024 Reading Borough Council delivered a four-year £1.6 million programme, investing in community engagement and cultural events alongside improvements to buildings, shop fronts and the public realm.
  • In 2020, Reading was one of 67 areas of England to be awarded a share of a £95 million High Streets Heritage Action Zone (HSHAZ) funding pot aimed at generating economic growth and improving the appearance and quality of life on local high streets.  
  • The Council received around £800k from Historic England and match-funded to deliver a £1.6 million programme. The scheme was managed by Reading Borough Council and ran from 1 April 2020 to 31 March 2024.
  • The project was a successful cross departmental project, with different service areas and external partners working in partnership. Lead by RBC Culture and Planning teams in partnership with Museum Partnership Reading, Highways, Transport, many external partners, community groups with support from Historic England and Councillors.

Watch highlights of the project

Read the full Reading HSHAZ evaluation report

The Reading HSHAZ team at Reading Council would like to offer sincere thanks to all of the internal and external partners, participants and the community for their enthusiasm, active participation, and engagement in this challenging but fantastic four-year project.

The funding was awarded for high streets in three conservation areas:

  • Castle Hill/Russell Street/Oxford Road
  • St Mary’s Butts/Castle Street
  • Market Place/London Street  

There was a focus on Oxford Road ​where the need​ was strongest and the impact would have most benefit

There were three complementary strands:

  • Physical improvements to buildings and public realm
  • Community engagement: giving local communities a key role in decisions
  • Cultural programme: activities and events celebrating the history of the high street

The programme focused positively on the attributes of the high streets’ heritage, future-proofing environment and businesses, making them more attractive, enjoyable and vibrant destinations for people to shop, relax and spend time in. 

Highlights of the last 4 years

  • £1.6m project
  • 9 buildings repaired
  • 4 town centre monuments restored
  • 6 new heritage lampposts
  • 12 conservation area street signs
  • 700m2 new paving
  • 4 public art murals
  • 5 audio walks/films
  • 5,458 people participated
  • 342 events and activities
  • 30 community organisations engaged
  • 54 community consultation events
  • 5 schools engaged
  • 1,015 volunteer hours
  • 1 giant puppet

A key HSHAZ objective was to actively involve the community in the enhancement of their local​ heritage to renew a sense of pride, identity, and ownership and make sure their needs were embedded in the programme.

People were asked what they wanted to see happen on their high street, including physical improvement and cultural activity. HSHAZ worked with urban design consultant, Feria Urbanism to hold community consultation workshops.

Physical improvement

Nine buildings and shopfronts were improved, including 8 Castle Street; 84 Oxford Road; The Pavilion, Oxford Road; 139 and 141 Oxford Road; 183a Oxford Road, and 32 and 34 St Mary’s Butts. 28 buildings were initially shortlisted and surveyed by the project consultant architect, Purcell Architects. The nine properties were selected and completed based on factors including owner agreement, feasibility and budget.

  • Restoration and conservation of four town centre monuments: Queen Victoria statue, Zinzan Tomb, Jubilee Cross and Simeon Monument.
  • Upgrade of public spaces including new public art, a traditional hand-written sign on Russell Street / Oxford Road, and new paving in sections of Oxford Road in front of restored shop fronts, new signage, new trees, and new lamp posts in St Mary’s Butts.
  • New hand-painted sign commissioned as part of HSHAZ. Painted by Tomos from Momo Sign. The wall was prepared by Cliveden Conservation. It was researched by the Conservation Area Advisory Committee.
    It was awarded Gold in The Sign Awards 2025 national competition in the Traditional Sign category. They said: “Our judges admired this beautifully executed, old-school hand-painted job. A true display of craftsmanship, skill, and attention to detail”.
  • All town centre listed buildings were resurveyed, and descriptions updated by Historic England.
  • Historic Area Assessment study Report which can be used to identify future heritage assets and designated conservation areas within the town. Reading-HSHAZ-Historic-Area-Assessment-2022-Approved-27.2.23.pdf
  • A Design Guide to Shopfronts Supplementary Planning Document (SPD) was developed to provide detailed design guidance for all shopfronts throughout the Borough. Design Guide to Shopfronts Supplementary Planning Document, Adopted January 2022 (reading.gov.uk)
  •  Feria Urbanism held public workshops and sessions with pupils at Oxford Road Community School and Battle Primary to develop new designs for Reading West Railway Bridge. Shortlisted designs by have since been presented to Network Rail and GWR. As a result of this Reading Borough Council now has a fully consulted-on set of designs which can be used to improve Reading West Railway Bridge when funding from Network Rail becomes available.

Community engagement and cultural programme

  • Collaboration with over 30 cultural, community, charity, and heritage organisations, and with five schools.
  • Creation of long-lasting reference materials to help the community connect with our heritage through audio walks, school resources, and museum exhibits.
  • 237 volunteers have supported events, workshops, exhibitions, performances and consultation activities
  • 81% of participants in the cultural programme agreed that ‘the high street and local area now feels more welcoming’.
  • A total of 5,458 people have been involved in 342 events and activities through the community and cultural programmes. These have included everything from photography, creative writing, film and art workshops to public parades, mural painting, exhibitions and after-school dance and theatre programmes. Some of these, like the Oracle Gates exhibition at Reading Museum and new public art at St Mary’s Butts and Oxford Road will have a long-term legacy.
  • The HSHAZ programme has had a positive impact on participants – 98% of cultural and community programme attendees agreed that they enjoyed themselves, 88% agreed that they ‘learned or discovered something new’, 93% agreed that ‘my voice was heard and my contribution mattered to the project’ and 95% agreed that ‘events like this make me feel part of a community’.
  • 88% of community partners agreed that the project made them proud to live and/or work in Reading.

The cultural programme was informed by community input and pilot projects. A project with researchers from the University of Reading gathered stories and contributions from residents which formed an online exhibition at Reading Museum Oxford Road Stories | Reading Museum

And The Oxford Road: Lifespring Stories | Reading Museum and has been published as a book: Lifespring Stories – Oxford Road Stories The Oxford Road Cultural Programme offered grants to local organisations to deliver activity that was co-designed with the community. This included free photography, poetry, dance, filmmaking and art workshops with ACRE, Change Grow Live, The Oxford Road Times, Reside Dance, and Real Time. There were also murals by local artists, podcasts, an afterschool family club, audio plays, exhibitions, events, plays, films, and recipe cards.

A joy of the project was celebrating and sharing the stories and heritage of the community. Reading Museum hosted several exhibitions including at Riverside Museum – Lifespring Stories exhibition is an example.

HSHAZ and MPR commissioned a new piece of outdoor public artwork for Reading’s High Street Heritage Action Zone for the St Mary’s Butts conservation area. Artists Commando Jugendstil worked with the community and local historians to gather ideas to represent the heritage of the area. They held a month of community painting where anyone could drop by and help with the mural painting. Hundreds of residents can be proud of their contribution.

The Reading HSHAZ programme culminated with a parade of music, dance, and celebration of life along the Oxford Road in March 2024. The parade featured Chanya, a 4-metre-tall puppet, community nurse and local superhero developed by arts organisation, Beautiful Creatures, with input from local people. Alongside was music from local musicians, dancers singers and DJs, with stories shaped from contributions throughout the project.

The creation of long-lasting reference materials will help the community connect with our heritage through audio walks and school resources.

Audio trails

Sound UK crafted two self-guided audio trails for the programme:

  Huntley & Palmers (Market Place and London Street)

  St Mary’s Butts and Castle Street

Through the HSHAZ, the local character of the high streets was celebrated. New murals and activity engaged the community and invited people to consider their high street, and what was unique and special about its character, heritage, and community.

Cllr Barnett-Ward Reading’s Lead for Leisure and Culture said:  

“We were fortunate to be one of only 67 areas to benefit from the generous £800K of funding from Historic England. With match funding this became a £1.6 million investment in historic high streets in and around the town centre. Although the programme was not a COVID-response initiative – we applied before the pandemic – the funding and focus it provided mean it has played an important role in the recovery of our town centre high streets post-COVID.” 

“The concept of the HSHAZ was to future-proof high streets by highlighting the heritage that is already there. We have been protecting and enhancing these historic areas and also celebrating their uniqueness. Each area that has seen improvements has its own unique flavour, and each had its own stories to tell. For example, the Oxford Road began as a medieval highway and has a vibrant history that manifests itself today in its multi-cultural, colourful streetscape. The HSHAZ programme has shone a light on the road’s history, heritage, and community.” 

The Reading HSHAZ evaluation was noted at the March 2025 Housing, Neighbourhoods and Leisure Committee (item 12) with praise from Councillors.

3 logos: HM Government, Historic England and Reading Borough Council
Last updated on 07/04/2025