Jose “Joey” Miranda, a Democrat, officially announced his candidacy for mayor of Reading on Friday evening, October 16, outlining a campaign focused on improving quality of life, strengthening public safety, addressing city spending, and restoring public confidence in local government.
Miranda made the announcement before a packed crowd of family, friends, supporters, and local elected officials at the Pike Cafe on Pike Street. The event also coincided with his 55th birthday, a date he said he intentionally selected to bring people together.
“I am running for the city we love and the future our city deserves,” Miranda told the crowd. “We know deep in our hearts and souls that we can actually do better. And that starts with addressing the basic quality of life issues.”
A Reading native and graduate of Reading High School, Miranda emphasized his lifelong connection to the city throughout his remarks. He recalled growing up near 13th Street, delivering newspapers for the Reading Eagle, spending time at Hillside Playground and Pool, and attending local schools.
Miranda said his entire education, from kindergarten through his master’s degree, took place along 13th Street in Reading.
His community involvement includes serving as president of the Foundation for the Reading Pagoda, participating in the Reading Education Foundation and Northeast Alumni Association, and involvement with the Reading Redevelopment Authority. Professionally, Miranda works as a bilingual mental health therapist.
In an interview following the announcement, Miranda said the idea of running for mayor first emerged approximately six or seven years ago as he became increasingly involved in community organizations and began receiving encouragement from others.
“The city needs change, and it needs positive change, and that’s why I’m here,” Miranda said.
During his announcement speech, Miranda offered direct criticism of the current city administration, arguing that longstanding concerns involving infrastructure, property maintenance, code enforcement, and government hiring have contributed to declining confidence among residents.
“It feels like the city administration has actually given up on us and given up on fixing things,” Miranda said.
He alleged that code enforcement and hiring decisions have been influenced by personal relationships and political considerations rather than consistent standards and qualifications.
Miranda pledged that his administration would prioritize hiring qualified employees and improving the delivery of city services.
“Nepotism and patronage are not new to the present administration,” Miranda said, adding that he believes those practices have become more pronounced.
Among his central campaign priorities is a stronger approach to quality-of-life enforcement, including addressing trash, excessive noise, deteriorating properties, and other neighborhood concerns.
Miranda argued that such issues affect more than neighborhood appearances, saying they also influence economic development and the city’s ability to attract investment.
“We will aggressively pursue quality of life violators,” he said, repeating the pledge for emphasis.
On public safety, Miranda called for expanded community policing and greater attention to the underlying causes of violence. He proposed establishing a citywide mentorship program that would connect residents with volunteers willing to support young people and others in the community.
“Most violence is ultimately economic in nature or due to a lack of mentorship,” Miranda said. “We will be implementing a citywide mentorship program with people looking to give back. It isn’t going to cost a thing.”
Miranda also criticized what he described as ineffective municipal spending, saying city leaders should more carefully evaluate whether taxpayer-funded projects produce meaningful benefits for residents.
He specifically questioned money spent on a proposed ice skating rink that never materialized, using the project as an example of what he considers a lack of accountability in city government.
“We need to spend each of our tax dollars mindfully, investing in the things that will bring positive change to our city and cutting off the unending spending that just isn’t working to change lives and change futures,” Miranda said.
While Miranda identified several priorities, he indicated that additional details of his proposals would be released over the coming months as his campaign develops.
The announcement also featured remarks from supporters who spoke about Miranda’s community involvement and longstanding ties to Reading.
Mark Detterline, who introduced Miranda, told attendees that their shared concern for the city’s future was an opportunity to unite behind new leadership.
“We are in a place where we can make that change happen if we just get together and we do it,” Detterline said.
Johnethia Archie, a lifelong Reading resident involved with the local NAACP chapter and Berks Democratic Women, also addressed the crowd. Archie said she and Miranda attended high school together and have continued discussing the city’s challenges over the years.
She recalled that Miranda had previously lived outside Reading before returning to the city, a decision she described as reflecting his desire to become directly involved in addressing local concerns.
“He moved back. Why did he move back? Because he knows that change has to come from inside,” Archie said.
Archie expressed her support for Miranda’s candidacy, encouraging others who share their concerns about Reading’s future to support his campaign.
Miranda concluded his remarks by thanking supporters and delivering a brief message in Spanish, reiterating his candidacy and campaign slogan.
In his interview, Miranda said his experience growing up in Reading and watching the city change has shaped his decision to seek public office.
“I’ve seen the city struggle, I’ve seen it go up and down, have ups and downs,” Miranda said. “And what I’m seeing now is what’s troubling me is the decline. And people are starting to lose hope.”
He said his goal is to reverse that sentiment by bringing new leadership and renewed optimism to city government.
“We need to revitalize the city. Let’s pump some hope back into the city,” Miranda said.
Miranda’s campaign is centered on the slogan, “For the City We Love, For the Future We Deserve.”
