Reading is a large town and unitary authority area in the ceremonial county of Berkshire, England. Today Reading is a commercial centre, with involvement in information technology and insurance, and, despite its proximity to London, has a net inward commuter flow. As one of the largest urban areas in the United Kingdom to be without city status, Reading has bid for city status on three recent occasions — in 2000 to celebrate the new millennium; in 2002 to celebrate the Golden Jubilee of Queen Elizabeth II; and 2012 to celebrate the Diamond Jubilee. All three bids were unsuccessful. Broad Street is the main pedestrianised thoroughfare and primary high street in Reading. The west end of the road leads to the crossroads with Oxford Road, West Street and St Mary's Butts.