BID backs elephant parade to get Worcester buzzing again

The umbrella organisation working to support Worcester’s city centre traders during the coronavirus pandemic is backing next summer’s elephant parade through the city. 


The Worcester Business Improvement District (BID) is joining Worcester’s Big Parade as Community and Education Partner, helping raise awareness of and drive visitors to the just over five-mile long art trail, which will weave through city centre shopping areas and public spaces.


The organisation, which works to improve trading conditions for businesses who contribute a BID levy, will also have its own elephant sculpture ‘Sundar’ included on the trail. Sundar, which means ‘beautiful’ in Hindi is one of two sculptures painted ahead of the event by Birmingham-based artist Mr A. Singh.


Sam McCarthy, Projects and Marketing Manager for Worcester BID, said: “Worcester BID is proud to be the ‘Community and Education Programme’ partner for the Big Parade 2021. The project is welcomed back by the city businesses as an innovative and engaging way of involving all different strands of our Worcestershire community and to bring in visitors from further afield.


“After a challenging 2020, there is no better time for this dynamic, fun and educational project to take place to boost morale and bring happiness across our city and county, and to engage with our local schools to showcase the talent of Worcestershire students.”


The art trail begins on Monday, 12 July and runs for eight weeks until Sunday, 5 September. Around 30 large fibreglass elephant sculptures will bring a splash of colour to Worcester’s streets and public spaces to form an interactive art trail.


There will also be a collection of 35 elephant calf sculptures, decorated by schools and community groups, displayed through city shop windows and Crowngate Shopping Centre.


Worcester’s Big Parade is a Wild in Art event brought to the city by St Richard’s Hospice.


Sara Matthews, Business Development Manager for St Richard’s Hospice, said: “We are thrilled to have Worcester BID on board for next year’s Big Parade.


“Our giraffe trail two years ago brought measurable benefits to benefits the economy, tourist industry, arts scene and more locally and we look forward to bringing that same buzz to Worcester once again.”


Once the trail has ended, the large elephant sculptures will be auctioned to raise money towards the free care that St Richard’s provide to patients with a serious progressive illness and their loved ones.


While all elephant calves have now been adopted by local schools and community groups, there is still time to sponsor a large elephant. To get involved call 01905 763963 and ask for Sara Matthews, email or visit


You can also follow Worcester’s Big Parade at  and


Worcester’s Big Parade is supported by partners Crowngate, Worcester City Council, Worcester Business Improvement District (BID), the Worcester News and BBC Hereford and Worcester.


To find out more, visit


Notes to editors

For all press enquiries, contact the St Richard’s Hospice Communications Team

Worcesters Big Parade

Worcesters Big Parade