Beaverbrooks brings the sparkle to Blackpool’s Elmer art trail

Date published: 1 September 2023

Fylde coast-based Beaverbrooks signs up as an official supporter

Fylde coast-based Beaverbrooks has become the latest company to sign up as an official supporter of Elmer’s Big Parade Blackpool, helping to bring the resort’s first large-scale public art trail next spring.

Elmer’s Big Parade Blackpool will see at least 30 large sculptures based on author David McKee’s famous patchwork elephant placed in key locations around the town. Each one will be individually painted by artists and illustrators to create a truly unique herd.

Elmer and his series of books celebrate the positivity surrounding his uniqueness. His stories help even very young children explore the idea that we are all the same, but different, promoting the importance of kindness, inclusivity, individuality, compassion and friendship.

The art trail is being brought to Blackpool by Brian House Children’s Hospice, and is expected to raise more than £100,000 for the charity, helping it to care for local life-limited children.

Beaverbrooks has supported the hospice’s adult services at Trinity Hospice for many years, and Chairman Mark Adlestone said supporting Brian House through the art trail meant a lot to the company.

“We have a long association with Trinity Hospice, which was started by my business partner Andrew Brown who sadly passed away recently,” he said.

“Andrew and his colleagues started the Fun Run 40 years ago and it is still going strong today. Through the event we have built very strong links with Brian House, it’s historic and we are very happy to continue the relationship for many years to come.

“Our teams are very excited about celebrating diversity and inclusion through Elmer next spring because treating people right is at the heart of all we do at Beaverbrooks.

“Teaching children from a young age about diversity and inclusion and celebrating every individual and the differences that make us unique is so important.”

As an official supporter of Elmer’s Big Parade Blackpool, Beaverbrooks will sponsor one of the Elmer sculptures on the trail and be involved in picking some of the designs for the trail.

Mark is encouraging other businesses to ‘join the herd’, either as official supporters or sponsors of individual Elmer sculptures.

He added: “We’re very excited to be a part of Elmer’s Big Parade Blackpool and are urging other businesses to get involved and support this amazing children’s hospice. From our experience, the more you give, the more you receive.”

The trail will run for eight weeks in spring 2024, followed by a farewell weekend before all large Elmer sculptures are sold at auction to raise money for Brian House.

Head of Fundraising, Linzi Warburton, said: “Beaverbrooks has been a wonderful friend of Trinity Hospice for many, many years, so we’re absolutely delighted they have joined the herd as an official supporter of Elmer’s Big Parade Blackpool.

“With their continued generosity and support, our art trail will truly allow us to showcase our town while supporting the vital work our teams do at Brian House for local families.

“By sponsoring our art trail, Beaverbrooks is helping us to celebrate our town and everything that makes it really special – just like the children we are privileged to care for. We are so grateful to them for showing exceptional support for our charity, helping to bring a mammoth amount of fun to Blackpool.”

Beaverbrooks joins Presenting Partners Thompson Contracts and Ameon, Learning Programme Sponsor Tower Insurance and official supporter Shared Services Connected Ltd (SSCL) in the top sponsorship tiers of Elmer’s Big Parade Blackpool.

For more information about Elmer’s Big Parade Blackpool and how your businesses can get involved, visit

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