Picture Ref: 76648-45SWINDON... AND PROUD OF IT: PETER Andrews, chief executive of the New Swindon Company, says the town has all the ingredients necessary to make it a success.

Mr Andrews believes Swindon has the six key factors which add up to a vibrant economy.

He said: "I definitely think people should be proud to be from Swindon.

"We have all got to be a lot more upbeat about the town.

"It's got a lot to offer and people should get together and be better about telling people what attributes we have."

The first of the six points Mr Andrews highlights is the range of different business in the town.

He said: "Obviously we have moved away from being just a railway town into having a range of diverse businesses, from manufacturing, to financial services through to technology and health. We have a very broad range."

The second aspect is a skilled workforce, which Mr Andrews claims will be strengthened with the arrival of a university.

The next factor which makes Swindon such a success is the quality of life people here enjoy.

He said: "Clearly we have got a good quality of life here in terms of cultural and leisure facilities.

"I think most people who live here would say they have a very good quality of life.

"The problem is an image from outsiders who don't think it's an attractive place but it is."

The fourth point Mr Andrews highlights is the way Swindon is connected to other parts of the country through the rail and motorway network and the way people can get around the town itself.

The final two factors are the innovative nature of businesses within the town and the communication between the public and the private sectors.

Mr Andrews said: "All of these six factors are what makes cities effective and clearly Swindon has them all.

"Although we're not a city it feels like one."

And Mr Andrews, who will shortly leave his post at the New Swindon Company which is jointly funded by Swindon Borough Council, the South West of England Regional Development Agency and English Partnerships said: "I have enjoyed living in Swindon and I'm pleased we have been able to see some of our work come to fruition.

"Swindon's great because it's got a huge amount going for it and I think it's got a great future."

Gareth Bethell