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Shaun the Sheep in the Heart of Kent art trail brought thousands of visitors to Maidstone

By: Charlotte Phillips cphillips@thekmgroup.co.uk

Published: 13:42, 13 November 2024

Updated: 13:42, 13 November 2024

An art trail which saw Shaun the Sheep sculptures dotted around a town for nine weeks boosted its economy by more than £2 million.

More than 50 sculptures, which were placed in Maidstone over the summer, were auctioned off for charity in September – raising £265k for the Heart of Kent Hospice.

One of the Shaun the Sheep sculptures. Picture: Steve James Photography

The artworks each had a different design and were painted by local and national artists.

Now results of a survey have been published that show the trail, which ran between June and September, was enjoyed by 217,859 visitors, with 84% of those spending more time in the County Town because of it.

It found the trail boosted the local economy by £2.07 million, and also boosted people’s health with 80% of respondents saying the trail encouraged them to get outdoors more, and 87% saying it encouraged them to walk more than usual.

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Those who used the pedometer within the free trail app walked more than 60 million steps, covering 27,000 miles.

Local businesses also benefited, with 55% of respondents saying they also went shopping, and 74% saying they spent money in food and drink outlets. Some 58% also visited museums and other attractions.

Each sculpture had a different, bespoke, design. Picture: Steve James Photography
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More than two thirds of trail visitors were from Maidstone, but the event also brought in visitors from other areas of Kent, the south east, London and from overseas including places like New Zealand, the US and Europe.

The survey was commissioned by Wild in Art, which helped produce the trail, as well as many others across the country.

Ann-Marie Kelly, the director of income generation at the Heart of Kent Hospice, said: “We’re delighted that 97% of local residents were really proud to have the trail taking place in their town.

“In addition to this 87% of respondents said the trail created a sense of community which is so important to all of us at the hospice.

“The feedback we received from everyone involved has been overwhelmingly positive and the trail was clearly the highlight of a lot of people’s summers in Maidstone.

an auction of the sculptures raised £265,250 for the Heart of Kent Hospice. Picture: Steve James Photography

“I would like to personally thank everyone involved and for the kindness and support we have received throughout.”

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Managing director and co-founder at Wild in Art Charlie Langhorne added: “We were thrilled to see the figures from the evaluation, along with the incredible amount raised at the auction.

“Our trails are designed to get the public to explore their local area, visit places they might not have been to before whilst spending time together, getting some exercise and having fun.

“Thank you to everyone who visited the trail over the summer.”

The money raised will help the hospice continue to provide vital services and free palliative end-of-life care to people with terminal illnesses in and around Maidstone, which cost £6.6 million per year to run.

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