Phil Gibby, the newly appointed director for Arts and Business South West, has revealed he has £225,000 set aside this year for investment in the region.

And he said: "I want to see Swindon claiming as much of it as possible."

Part of Mr Gibby's vision includes boosting local company profits, improving employee morale, and perhaps most intriguing of all attracting the praise of Government ministers whom, he says, will "applaud you for your role in the cultural regeneration of your town".

Arts and Business is a national organisation which attempts to create sustainable relationships between the business community and the cultural sector.

Mr Gibby said: "Our mission is to work with Swindon's business community to demonstrate how engaging with the cultural sector can help you deliver."

He added: "Swindon is poised at a moment of enormous opportunity, both in terms of business development and cultural regeneration."

Rosa Matheson, director of Swindon Arts, agreed, saying: "We're ready to make a good and full use of ABSW's investment.

"Swindon Arts has a track record of working to promote Swindon and Swindon businesses and we would welcome the opportunity of engaging with ABSW in our cultural partnership strategy."