The first ever UK Town of Culture competition has been set up by the government to celebrate and showcase the significant creative and cultural offer of towns across the country.
Three finalists – one small, one medium, and one large town – will be chosen. The winner will be crowned UK Town of Culture 2028 and receive a £3 million prize. The two runners-up will each receive £250,000 to deliver elements of their bid.
A bid is now being drawn up for Skegness’ entry which will include a proposed programme of joyful, vibrant and varied activities, with things to do for local people all year round.
The town’s submission comes after consultation carried out in 2024 and 2025 by the Board revealed a strong appetite for events and festivals, such as live music and theatre, shows, author talks, and film screenings.
Public feedback also highlighted local people’s desire to protect, celebrate, and make heritage more enjoyable, including through hosting events in the town.
The bid comes at a time of continued investment in Skegness cultural and creative offer, such as the recent refurbishment of the Embassy Theatre which has been supported by government funding through Connected Coast.
The Embassy Theatre is also a partner of the famous Royal Shakespeare Company, with the innovative working arrangement creating more access to Shakespeare and theatre for people in Skegness.
In addition, the town plays host to a number of popular events including So Festival, a free international festival of outdoor arts, and East Coast Pride, Skegness’ free, family-friendly LGBTQIA+ celebration.
Paul McCooey, Chair, Skegness Neighbourhood Board said: “Skegness is renowned as a welcoming holiday resort, but what is less well-known is our creative and cultural scene.
“Now, the UK Town of Culture Competition gives us a fantastic chance to shine a light on our impressive offer, and Skegness Neighbourhood Board is proud to submit this bid for the town.
“We have so much to enjoy right here in Skegness, with spaces that bring people together to experience arts and culture, a strong heritage, iconic landmarks, and engaging events throughout the year.
“Our consultation has shown us how important creative activities are for local people and there is a clear enthusiasm for more arts and culture, music events, and things to do all year round.
“Through the Town of Culture competition and our bid, we have the potential to build on what we already have, attract more investment, and create even more opportunities for people to enjoy culture in Skegness.”
Councillor Graham Marsh, Deputy Leader of East Lindsey District Council and Portfolio Holder for Community Safety, Leisure and Culture, said: “Skegness is a thriving and diverse cultural area, and this bid is a brilliant opportunity to highlight that to the rest of the country.
“We consistently receive feedback from local residents about how much they value arts, heritage and year round cultural activity, and this competition allows us to build on that enthusiasm and ambition.
“Skegness is already benefiting from continued investment in its cultural spaces and events, and being named UK Town of Culture would help drive that momentum even further. As a council we are proud to support the bid and the positive vision it represents for the town’s future.”
The deadline for Expressions of Interest for UK Town of Culture 2028 is 31st March 2026, with the shortlist of towns expected to be announced this spring.
