Staffordshire businesses urged to back new ‘Staffy Trail’ celebrating the county

Businesses across Staffordshire are being encouraged to get behind a major new art trail designed to boost visitor numbers, local spending and help cement Staffordshire as the beating heart of the country.

The Staffy Trail, a 10‑week installation running across Stoke-on-Trent, Tamworth, Stafford and Lichfield, will feature ten large 3D sculptures of Staffy, Staffordshire’s new visitor mascot. The project is being delivered by art trail specialists Making Trails, working with local artists and schools to design each sculpture.

The trail is being led by Staffordshire County Council and the Local Visitor Economy Partnership (LVEP), who are now calling on businesses to purchase, sponsor or part‑sponsor the sculptures. Each piece will form part of a wider interactive route, supported by an app to help people discover unique places and stories.

Martin Murray, Acting Leader of Staffordshire County Council and Cabinet Member for Economy and Skills, said:

“This trail is a fun, creative way to help people discover Staffordshire in a different light, but it’s equally about backing the businesses that keep our towns thriving.

“I hope organisations of all sizes will get involved, whether through sponsoring a sculpture or simply helping spread the word locally. With opportunities starting from just £100 to feature on the trail’s app, it’s a great way for businesses to get in front of what we hope will be many thousands of visitors.

“Burton’s Barrel Roll art trail brought in over £600,000 of additional revenue for local businesses. We’re aiming for that same impact and more across Staffordshire.”

The Staffy Trail forms part of the 10th anniversary of Staffordshire Day, which has previously generated millions in extra economic activity. It also supports the LVEP’s Destination Management Plan, promoting a visitor economy already valued at £2.7 billion.

The sculptures will be in place for at least ten weeks from Staffordshire Day on 1 May 2026, with potential to extend into the summer depending on demand.

Businesses interested in sponsorship or in getting involved in Staffordshire Day activity can visit the Staffordshire Day 2026 business pages.

Sponsorships will be on a first come first served basis, with 15 March being the final deadline for expressions of interest.