I remember when I was 11 that my bed time on school nights was 9:00, and it was 10:00 on non-school nights. However, I wasn't allowed to read in bed after that, and the later bedtime had to be earned. I had to show my parents that I could get up in the morning just as easily (testing it on non-school nights) as I could before the extra half-hour was added. At around 13, I was allowed to stay up until 9:30, again after I could show my parents that I could get up without a fight in the mornings. When I was in high school, it was moved up to 10:00, and again I had to earn it.
My suggestion would be to stick with 8:30 on school nights for now, and not allow the reading (instead, try telling him he needs to be in bed at 8:00 and can read until 8:30, but then it's lights out). If he wants to have a later bed time, he needs to earn it by showing you he can be responsible about the later time and get around without a struggle in the mornings. If you do move it up, and he starts having problems getting around again, move it back down.
This is exactly how I moved my 9 year old from an 8:00 bedtime to her now 8:30 bedtime. The days that she struggled with it, we moved her back down to 8:00, and if she had a problem again the next morning, we moved it to 7:45 for that night. Needless to say, she learned to get around better.
I hope you find the solution that works best for you and your son.