Crowngate prepares for elephant stampede

Worcester’s largest shopping centre is backing next summer’s elephant art trail to bring visitors and shoppers alike to the city.


Crowngate is to partner in Worcester’s Big Parade following the success of the 2018 giraffe trail which saw retail footfall rise and trail-related spending in the city total up to £846,000.


As official host to the event’s ‘mini parade’ of elephant calves, designed by local schools and community groups, the shopping centre is expecting to see trail goers ‘stampede’ through its two shopping sites.


Mike Lloyd, Centre Manager for Crowngate, said: “We look back at the 2018 art trail with great fondness; to have had a centre full of baby giraffes and artists busy painting eight ft tall sculptures was pretty unforgettable. As were all the happy faces of children and families proudly seeing their artwork on display.


“We look forward to welcoming everyone back to Crowngate again next summer.”


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.


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: “It’s wonderful to have Crowngate on board once again and we know they’ll take very good care of our ele babies as they did with the giraffes two years ago.


“Crowngate saw a notable rise in footfall across its sites two years ago and we’re looking forward to bringing those same economic benefits to our wonderful city once again in summer 2021.”


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