Guidance

UK Town of Culture 2028: Expert advisory panel

Published 4 August 2026

UK Town of Culture is a new DCMS competition. For the first time, DCMS invited towns across the UK to enter a competition to showcase original storytelling, and empowering, accessible culture. Inspired by the success of the flagship UK City of Culture, which is a proven model for cultural placemaking, this competition aims to spotlight the cultural contribution of towns to our national story. In order to ensure we are able to showcase towns of different sizes, we will have small, medium and large-size category winners and from these three designations, an overall UK Town of Culture 2028 winner will be selected.

Role of the expert advisory panel

The UK Town of Culture 2028 expert advisory panel (“the panel”) plays a key role in the competition. The members of the panel bring a broad and diverse range of sector experience and expertise, provide critical and objective assessment of bids and make recommendations to DCMS Ministers at all stages of the competition. Later in the competition the panel will undertake visits to shortlisted places. They will also act as a critical friend to the winning places once the winners have been announced.

Sir Phil Redmond

Sir Phil Redmond CBE is the creator of drama series including Grange Hill, Brookside and Hollyoaks, and an ambassador for culture and the creative industries. When Liverpool was named European Capital of Culture 2008, Phil promoted the year-long event across the UK and internationally. Phil became Deputy Chair of the Liverpool Culture Company Board in 2007 and also Creative Director. Following the European Capital of Culture, Phil became Chair of National Museums Liverpool, establishing the Institute of Cultural Capital. The UK City of Culture programme was directly inspired and driven by him after seeing the impact of Liverpool European Capital of Culture in 2008.

Ruth Hollis

Ruth is an experienced strategic leader and until February 2026, she was the Chief Executive of Spirit of 2012, the London 2012 Olympic and Paralympic legacy charity, using major events and funding culture and the arts, physical activity and volunteering to deliver inclusive, lasting social impact. Over 12 years Spirit of 2012 invested over £50m in more than 230 grants, raised £25.9m in matched funding, and reached 3.5m people across the UK including more than 64,000 volunteers and over 104,000 regular participants in participatory activities. Ruth is now working freelance using her expertise in how to build communities and increase individual wellbeing and social connection using the power of events, sport and culture. In 2025 she was awarded an OBE in 2025 for services to sport, the arts, and volunteering.

Ian Bancroft

Ian Bancroft is a Public Sector and Cultural Leader with over 35 years experience. As Local Authority Chief Executive in Wrexham he oversaw partnership and commercial work with Wrexham AFC, Ryan Reynolds and Rob McElheeny, the successful bid for City Status, and the runner up bid for City of Culture 2025. He is currently Vice Chair of Sport Wales and Chair of the Electoral Management Board for Wales. In a voluntary capacity Ian is a trustee at Brymbo Heritage Trust, an ambassador for Focus Wales and an Honorary Trustee for Theatr Clwyd.

Kristel Miller

Kristel Miller is Professor of Entrepreneurship at Ulster University and lead of the UKRI-funded EPIC Futures Northern Ireland Local Policy Innovation Partnership. Her work focuses on innovation, entrepreneurship, place-based development and the role of culture and lived experience in shaping communities and regions. Kristel has extensive experience leading cross-sector partnerships involving government, business, organisations and academia across Northern Ireland and the wider UK. Through research, public engagement and policy collaboration, she has led initiatives amplifying community narratives and civic participation. She also serves as a Director of Innovation Ulster Limited and a Commissioner with the Equality Commission for Northern Ireland.

Katy Shaw

Professor Katy Shaw is a leading scholar of contemporary British culture, devolution and the creative industries. As Director of the UKRI/AHRC Creative Communities programme at Northumbria University, her research explores how culture can deliver devolution, break down barriers to opportunity and address regional inequality. Her work has shaped UK cultural policy including post-covid Case for Culture, the LGA’s Cornerstones of Culture Commission and Gordon Brown’s Future of the Union Commission, where she advocated for greater cultural devolution. Her work champions the role of culture and innovation in building a fairer, more inclusive UK.

Jim Tough

Jim started in the community arts sector, setting up an award-winning arts and learning centre in Edinburgh. He joined Scottish Arts Council firstly as Director of Combined Arts then CEO. Jim was Executive Director North for Arts Council England initiating and establishing the Creative People and Places programme. Completed an MBA then Advanced Creative Writing course at the Open University and has had several short stories published. Became Director of the Saltire Society in Scotland leaving to focus on coaching and then worked as Coordinator for European network, Amateo, promoting cultural participation. Held several non executive roles including chairman of Imaginate which runs Edinburgh International Children’s Festival. Still coaching, consulting and writing.

Adipat Virdi

Adipat Virdi is an immersive storyteller, cultural strategist and recognised leader in culture-led innovation. He has spent more than two decades working at the intersection of storytelling, technology and social impact. He has held senior leadership positions across the immersive media sector and advised globally recognised brands, cultural institutions and creative organisations. His work spans theatre, film, XR, AI, public engagement and large-scale cultural experiences, with a particular focus on how culture can strengthen empathy, belonging and social connection. Alongside his commercial practice, he develops award-recognised projects exploring identity, participation and behavioural change. He is also widely recognised for his work exploring audience-centred storytelling. Adipat also brings expertise in cultural innovation, community engagement, place-based storytelling and the role of culture in strengthening civic pride, social cohesion and long-term regeneration.

Ian Warren

Ian Warren is Director of Election Data, a consultancy specialising in election analysis, cartography and demographic segmentation. One of the UK’s leading political demographers and election analyst, he advises campaign organisations and public bodies on demographic change. He co-founded the Centre For Towns in 2017 to highlight the particular challenges facing our towns, large and small. His work combines advanced data analysis with geographic mapping to identify long-term political and social trends, and he is widely recognised for his expertise in electoral geography, polling interpretation and constituency-level forecasting.

Paula Williams

Paula Williams has over 30 years’ experience as a leader across a range of cultural services within local government, including a period at Liverpool City Region Combined Authority supporting the development of a new multi-agency Cultural Partnership and Culture and Creativity Strategy. Throughout her career Paula has been driven by a belief that culture and creativity can change lives and communities and is integral to placemaking. With the development and delivery of ‘Shakespeare North Playhouse’ and a yearlong ‘Borough of Culture’ as two highlights in her career, Paula has seen the transformational power and legacy of cultural ambition and strong partnerships.