What is Worcester’s Big Parade? 

Worcester’s Big Parade is a free, sculpture trail through the streets and open spaces of Worcester lasting eight weeks from 13th July to 5th September.

It features painted elephant sculptures: 30 big, 36 small, and two interactive digital installations.

Why an elephant?

One name for a group of elephants is a ‘memory’. We hope Worcester’s Big Parade will be a wonderful way to celebrate those special to us, while making new memories.

How were the designs chosen?

We appealed for artists across the country to submit designs. Of around 200 designs we received, 30 were selected to become the decoration you see today for our giant elephants, chosen by our giant elephant sponsors. Schools and community groups have decorated all the calves, using various means to select their chosen designs; whether that be whole group projects, competitions or selected individuals.

Is the event free?

The trail is completely free and can be enjoyed over and over again, throughout the summer. However, there are lots of ways that you can support St Richard’s Hospice such as via www.strichards.org.uk/donate/wbp or by buying a cute, handcrafted elephant via the Parade pop-up shop for a donation to our care. We’re also running a parade raffle with some brilliant prizes up for grab including the chance to win your own ele-baby or an elephant lodge overnight stay at West Midland Safari Park!


When is the trail on?

Tuesday, 13th July to Sunday, 5th September 2021

Where will the elephants be located?

The big elephant sculptures are positioned within a one-mile radius of Worcester city centre.

The ele-babies are positioned throughout Crowngate Shopping Centre, and a few select shop windows throughout the city centre. Locations can be found on widely available trail maps or on the trail app which can be downloaded from the Google Play Store and the Apple App Store for £1.99.

What are the two digital installations?

What’s the elephant in the room?

  • This is an interactive, holographic installation in Crowngate Shopping Centre’s Bell Square, near House of Fraser, available for the whole trail.
  • It is aimed at raising awareness and getting people talking about mental health. It also explores how we can help ourselves and others through seeing the world from a new perspective.
  • There is an opportunity for people to design a virtual elephant via whatstheelephant.co.uk and bring it to life using an Elephant in the Room app. There is more info about this on the website.
  • There is also a chance for people to become one of 24 ‘community artists’ and have their work displayed within the installation. There is more information about this on the website.

Augmented reality podium

  • An augmented reality podium, positioned outside the Guildhall on the High Street, appears as an empty space, until you look through your phone via the ‘What’s the Elephant’ app. There is more information about this online at whatstheelephant.co.uk or scan the QR code on the podium hoarding.
  • Download the Elephant in the Room app by searching for ‘What’s the Elephant’ then upload any photo – either of your own artwork, design or a pretty image, which will then be turned into an elephant, appearing as though it is in front of your eyes.

How far is the trail?

The trail is approximately six miles, using the route suggested on the trail map. This equates to around 16,500 steps and will take around four hours to complete.

How long will it take to complete the trail?

It will take approximately four hours to complete the full trail, following the map and allowing for selfies! You don’t have to complete it all at once and can break the route up into smaller trips.

How can I get hold of a trail map?

Trail maps are available, for a suggested £1 donation, from:

  • Worcester’s Big Parade Shop, 57a Broad Street, Worcester. WR1 3LY.
  • Tourist Information Centre, The Guildhall, High Street, Worcester. WR1 2EY.
  • Worcester Cathedral, 8 College Yard, Worcester. WR1 2LA.

Where can I donate the £1 suggestion, as detailed on the map?

You can make donations at a number of locations in the city centre, wherever you see a Worcester’s Big Parade collection tin.

You can also can donate via www.strichards.org.uk/donate/wbp

If you do not have any cash, don’t worry, we also have contactless donation points within the Worcester’s Big Parade Shop at 57a Broad Street, Worcester, WR1 3LY.

Alternatively, there is a QR code on all the donation tins, and the front of the maps, which takes you through to a specific website page where you can make your donation using a card payment.

What is the meaning behind ele-baby Khushee’s name?

Khushee means ‘happiness’ in Hindi. He was designed and decorated by MrASingh.

The design is inspired by the Indian festival of colour called ‘Holi’ which is on Monday 9 March. Holi heralds the arrival of spring after winter. It signifies the victory of good over evil and is celebrated as a day of spreading happiness and love. People play with vibrant coloured powder on the day. The elephant has a metallic gold base layer and is made up of 30 layers of spray paint splatter. If you look closely, you’ll see hundreds and thousands of coloured dots all over!

Can I climb or sit on a sculpture?

No. Visitors must not climb or sit on any sculpture – big or small – for their own safety. Please take care and respect our elephants. Thank you.

Please note: The big sculptures will eventually be auctioned to fundraise for St Richard’s Hospice. We ask everyone to help protect our elephants from damage.

By not climbing the sculptures, you’re helping us ensure they look their best and raise as much money as possible at auction.

The ele-babies will return to the schools and organisations which decorated them. Help them enjoy their one-of-a-kind keepsake, by not causing damage to sculptures by climbing them.

How easy will it be to see the elephants?

Some elephants are in plain sight. However, others will take some seeking out and require walking a little further. This will take you to places you may not be familiar with – but that’s the point of the trail, for you to become a tourist in the city!

Where can I park?

Parking is available across the whole city. Visit the Worcester City Council website: www.worcester.gov.uk/parking for details of its car parks.

Crowngate Shopping Centre has a multi-storey car park in the heart of the city, which is home to Shopmobility for visitors with mobility issues arising from disability, injury or illness. Visit Crowngate’s website www.crowngate-worcester.co.uk/find-us/#parking to find out more.

Is the trail wheelchair and pushchair accessible?

All of the elephant locations are accessible for wheelchair and pushchair users.

Please note: Fort Royal Park (location number 13) has multiple entrances. Assessible steps are via Wyld’s Lane. Don’t worry if you can’t make it to Fort Royal Park, as you can still see the sculpture from the roadside in Sidbury. Look out for the floor sticker indicating the best place to stand!


Is there a Worcester’s Big Parade App?

Yes! The Worcester’s Big Parade app allows you to:

  • Collect elephant sculptures as you go
  • Upload your ele-selfies to the gallery
  • View your trail progress and share on social media
  • Listen to each sculpture’s unique stories, thanks to audio provided by BBC Hereford and Worcester
  • Unlock exciting bonus content and learn fascinating facts about Worcester

How do I download it?

You can download the app from the Apple App Store and Google Play – search for ‘Worcester’s Big Parade’.

How much does it cost?

The app costs £1.99 to download, with net proceeds going to support St Richard’s Hospice.

How do I report an issue with the app?

To report a problem with the app, please visit https://worcestersbigparade.co.uk/app-support


Where can I buy Worcester’s Big Parade merchandise?

Visit the Worcester’s Big Parade shop at 57a Broad Street, Worcester, WR1 3LY, to browse a fantastic array of branded merchandise – and hand-made keepsakes!

Choose from t-shirts, caps and baby grows – to mugs, pencils, pin badges and much, much more. There is a corner of the shop for all-things handmade – including knitted elephants.

You can also buy merchandise online via www.strichards.org.uk/online-shop However, the hand-made items will not be available to buy online.

When is the Worcester’s Big Parade shop open?

The shop will open from Monday, 12th July seven days a week between 10am and 4pm.

What are the miniature painting workshops?

Unleash your creative side, by painting your very own miniature ceramic elephant to take home as a lasting memento of Worcester’s Big Parade. Sponsored by Mazak.

  • Sessions run every Thursday to Sunday from 15th July – 5th September
  • Sessions take place at Museum of Royal Worcester, Royal Porcelain Works, Severn Street, Worcester. WR1 2ND.
  • Tickets cost £15, which includes an hour-and-a-half session, one miniature ceramic elephant, and painting materials.
  • Tickets give access for one artist and one accompanying adult.
  • Sessions must be pre-booked
  • Book tickets via https://worcestersbigparade.co.uk/event/miniature-painting-workshops

Please note, the miniature ceramic elephants are not available to buy on their own.

What is the Worcester’s Big Parade Raffle and how do I enter?

  • Tickets are £1 each and the proceeds go to St Richard’s Hospice
  • Tickets can be bought from the Worcester’s Big Parade shop at 57a Broad Street, Worcester, WR1 3LY.
  • Closing date is 18th October 2021
  • Draw date is 25th October 2021
  • Prizes are:
    • 1 – Ele-baby Khushee, painted by artist MrASingh
    • 2 – Overnight stay at Elephant Lodge at West Midland Safari Park
    • 3 – Family Annual Pass to West Midland Safari Park
    • 4 – Morgan overnight car hire
    • 5 – Morgan factory tour, afternoon tea, and gift voucher
    • PLUS five family tickets for West Midland Safari Park also to be won


What happens to the elephants after the trail?

When the sculptures leave the city streets on 5th September, they go into temporary accommodation where they are titivated before their next adventures.

They will then move to Worcestershire County Cricket Club, New Road, Worcester, for our Farewell Event. This will be your only chance to see all our elephants in one place – before they go to their forever homes.

  • After the Farewell Event, the large sculptures will be sold at auction to raise funds for St Richard’s Hospice.
  • Each ele-baby will return to the schools and organisations which decorated them, as a lasting memento of the trail.

When is the Farewell Event and how do I get tickets?

Once the trail has ended, there will be a final chance to see all 66 sculptures together at farewell events at Worcestershire County Cricket Club on Thursday 30 September – Sunday 3 October, and again from Thursday 7 October – Sunday 10 Oct 2021. Tickets will be available from www.worcestersbigparade.co.uk/farewell

Can I buy an elephant?

Yes, the giant elephants will be sold at the charity auction in October – plus one very special ele-baby ‘Spark-ele’! The other ele-babies will not be available to buy. They will be returned to either their communities or each of the schools as a memento following the summer’s event.

Can anyone bid for them?

Yes – the bidding process and all details about the auction will be available nearer the time. We are asking those who would like to attend the event, to register their interest via our website https://worcestersbigparade.co.uk/auction

Previously our giraffe sculptures sold for between £5,000-£15,000 each, and we would hope to achieve the same for our wonderful elephants!

How will the auction work?

The auction will take place on Thursday, 14th October. Following the trail, the sculptures will be refurbished by artists bringing each of the sculptures back to excellent condition before they go under the hammer.

How much do you expect to make?

St Richard’s Hospice hopes the auction will be a huge success. The Worcester Stands Tall giraffe auction in 2018 raised £210,000 for St Richard’s Hospice.

Where does the money go?

The funds raised by Worcester’s Big Parade will help to fund the care provided by St Richard’s Hospice to patients with serious, progressive illnesses, their loved ones, and bereaved people across Worcestershire. The hospice relies on the support of the community for the majority of its income, with 20 per cent funded by the NHS.


What happens if an elephant is damaged?

We hope that everyone will love and care for our elephants as much as we do, however we may find some sculptures sustain damage. Decisions about damage are made on a case-by-case basis. Principally, all efforts will be made to restore the elephant sculpture. If there is repetition of damage once the elephant has been restored, a different location will be found

We will always endeavour to keep a sculpture on the trail, however on the rare occasion a sculpture does need to be removed, we will notify people via our social media channels, app and website.

How can I report damage to an elephant?

If you need to report a vandalised or damaged elephant, please call: 01905 730961.

This damage line is open 24/7


Who is responsible for Worcester’s Big Parade?

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

Who are the project’s main sponsors?

The sponsorship drive has been enormously successful and has been supported by all sectors of the business community across the region. A full list of sponsors can be found on our website www.worcestersbigparade.co.uk

The trail partners are: Crowngate Shopping Centre, Worcester City Council, DRPG, West Midland Safari Park, Worcester Business Improvement District (BID), Worcester News and BBC Hereford and Worcester.

What will be the economic benefit to the city?

Projects of this kind in similar sized cities have demonstrated an uplift in visitor numbers, increased spend, with people staying longer.

The Worcester Stands Tall trail in 2018 resulted in:

  • 79% of visitors to the city spent £30 or more during their WST day out.
  • 14,000 paper trail maps were collected from outlets across the city.
  • 99% of businesses said WST had a positive impact on their organisation and revenue
  • 31-40% footfall increase during the trail, based on the same period the previous year.
  • 44% footfall increase in the Worcester Tourist Information Centre – where WST maps were available.
  • 67% of groups who visited included children.
  • 69% said the trail had inspired them to stay longer than usual in the city and most visited the trail four times or more!
  • 71% said they explored parts of the city they wouldn’t normally visit.
  • 57% said they posted on social media before, during and after visiting and it was the most common way people heard about the trail.
  • £233,000 net profit was raised for the St Richard’s Hospice Build 2020 Appeal.

At the end of the project, there will be a full evaluation of Worcester’s Big Parade, looking at the economic impact on the city, on sponsors and partners, schools and community groups, providing essential feedback and learnings for future projects.

Who has paid for the elephants to be made and decorated?

All giant elephants on the trail are sponsored by different companies in the region, the elephant calves have been paid for by different schools in the region or, a company has kindly sponsored the ele-baby for them.

Worcester’s Big Parade is a full cost recovery project and it’s thanks to our partners and sponsors that we’ve been able to put the trail on.

What is Wild in Art?

Wild in Art is the leading producer of spectacular public art events that entertain, enrich, inform and leave a lasting legacy. It brings together businesses and creative sectors with schools and local communities through the creation of uniquely painted sculptures.

Since 2008 Wild in Art has animated cities across the world including Manchester, Sydney, Auckland, Cape Town and São Paulo, and created trails for the London 2012 Olympics, the 2014 Commonwealth Games in Glasgow, Historic Royal Palaces and Penguin Random House.

Wild in Art events have:

  • Enabled over £15m to be raised for charitable causes
  • Injected £2.4m into local creative communities
  • Engaged over 850,000 young people in learning programmes
  • Helped millions of people of all ages to experience art in non-traditional settings

www.wildinart.co.uk | @wildinart | #wildinart

What is the Community and Education Programme?

Integral to the main event is the Community & Education Programme, which was open to all schools and community groups in Worcestershire. We invited schools, youth clubs, community groups and children’s services to get involved and share the amazing experience of Worcester’s Big Parade.

Elephant calf sculptures will accompany our full-sized (giant!) elephants, exhibited in clusters within Crowngate Shopping Centre and selected shops within the city. The calves will complement and add value to the main Big Parade art trail, showcasing the creativity of groups within our community. Once the parade has drawn to a close, the colourful sculptures will be returned to their creators as a permanent legacy.

Applications for this scheme closed on 23 November 2020.

Visit the Worcester’s Big Parade website: www.worcestersbigparade.co.uk

Follow the parade on social media via:

Facebook: @WorcestersBigParade

Instagram: @worcsbigparade

Twitter: @WorcsBigParade

YouTube: Search ‘Worcester’s Big Parade’

Worcesters Big Parade

Worcesters Big Parade