Supported by many local businesses, the ‘Shaun the Sheep in the Heart of Kent’ art trail campaign featured 109 Shaun the Sheep sculptures designed by various commissioned artists – with the statues placed throughout Maidstone as a way to raise funds and awareness for the Heart of Kent Hospice.

Apogee were among many prominent sponsors of the trail, including the RBLI, Compare & Recycle, BITA Intl, Haynes, Parkfoot, and the Chartway Group, among others.

Based in Maidstone, the Heart of Kent Hospice is a charity providing specialist care and support to adults with terminal illnesses, as well as their families. Presently, over 1000 people and their families are receiving care directly from the hospice.

As well as boosting the local economy by showcasing the town’s existing assets, the art trail made Maidstone a popular tourist destination throughout summer 2024 – with over 217,000 visitors actively engaging with the trail. In total, the trail contributed £2.07 million to the local economy, with a total economic impact of the trail being £6.8 million.

Apogee's sponsored Shaun statue at Allington Lock, painted by local artist Jane Mota

Of the 217,859 visitors, 84% said they spent more time in Maidstone because of the trail, with 69% saying it took them to areas of the town they hadn’t visited before; such as Allington Lock, Brenchley Gardens, and Mote Park. Additionally, 72% reported spending 3+ days exploring the trail!

Reception has also been overwhelmingly positive. 97% of respondents felt proud to have the art trail in Maidstone, with 87% saying the trail created a sense of community.

Once the art trail concluded, the sculptures were put up for auction – with a grand total of £265,250 raised for the hospice.

 “We couldn’t be happier with the response to the art trail,” says Dom Gryszan, Apogee’s Director of Marketing. “The Heart of Kent Hospice plays such an important role in the lives of so many people in our community, and we are proud to have supported them even in this small way. The fact that it’s led to 80% of visitors being more aware of their incredible work is a fantastic result.”

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