THE latest organisation to support Worcester’s Big Parade has been unveiled.

The Worcester News has previously been revealed as a media partners for the major elephant-themed art trail set to march into the city's streets for eight weeks in 2021, from July 12 to September 5.

Worcester Business Improvement District (BID) has now joined Worcester’s Big Parade as Community and Education Partner, helping raise awareness of 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: “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 features around 30 large fibreglass elephant sculptures that 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, and follows the hugely successful Worcester Stands Tall giraffes of 2018.

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

For the latest on the fundraiser visit Worcester’s Big Parade on Facebook, Twitter or Instagram, or