An evaluation survey of the economic and social impact of last summer’s art trail, organised by Havens Hospices, showed considerable benefits for the local tourism industry, trailgoers, partners, sponsors, and local hospice care.

An outstanding 99% of people rated the Waddle-on-Sea experience as excellent or good, encouraging public pride and helping bring people together, with visitors flocking from far and wide to take part.

The family-fun event, created with Wild in Art, the leading producer of spectacular public art events, saw 103 large and baby penguin sculptures waddle into Southend-on-Sea last summer and was enjoyed by more than 165,000 people who took part in finding them, compared to 90,000 visitors for the charity’s previous art trail, Herd In The City.

The event, which turned the city into an outdoor art gallery, had a total economic impact of £3.8 million – a 15% increase compared to Herd In The City – contributing significantly to the local economy through purchases such as refreshments, shopping, visits to other attractions, and overnight stays in local hotels.

Last year’s trail saw penguins waddle into Southend-on-Sea, and Leigh-on-Sea, highlighting iconic landmarks and undiscovered gems. 59% of visitors stated the trail was their main reason for visiting the area, and 72% spent more time in Southend as a result of the trail. Half of trailgoers (50%) visited attractions, restaurants and takeaways they had not visited previously, including The Peterboat, Ye Olde Smack, Rossi’s, Tomassi’s, museums, the Sealife Adventure, Adventure Island and the iconic pier.

One trailgoer who took part in the survey said, “A great way of getting out in the fresh air and spending quality family time together.” Another added, “I think this has been a wonderful summer art trail. Please do another one soon!”

The art trail also encouraged people to be more active. 76% of people said the event enhanced their health and wellbeing, and trailgoers clocked up millions of steps waddling around the city discovering the penguins.

Supporting Waddle-on-Sea proved to be good for business too, with 61% of visitors reporting a more positive view of the companies that partnered or sponsored the trail. One sponsor said, “It’s been a fantastic initiative for strengthening relationships across the community and has improved our engagement with both new and existing customers.” Another added, “It’s been a fantastic way to bring our team and wider working family together.”

A huddle of dedicated volunteers, the Penguin Patrol, also contributed 2,508 hours to help make the event a success.

The art trail raised over £580,000 for Havens Hospices, which provides specialist care and support for local people of all ages who are living with incurable conditions, so they can make every day of their life count.

An overwhelming 95% of survey respondents would welcome the art trail’s return to the city.

Vanessa Harvey, Project Manager of Waddle-on-Sea at Havens Hospices, said, “These impressive results further highlight the tremendous impact that Waddle-on-Sea had on our local community and its significant contribution to the local economy. Compared to our previous Herd In The City trail, we’ve seen even more people waddle through our city, an even bigger economic boost, and even more smiles along the way.

“We would like to thank everyone who got involved and had a ‘flipping’ great time last summer. With special thanks to all our partners, sponsors, artists, volunteers and trailgoers for their support – Waddle-on-Sea would not have been possible without you.”

Charlie Langhorne, Managing Director and Co-founder of Wild in Art, said, “Waddle-on-Sea is a brilliant example of how a creative public art trail can bring communities together while delivering real benefits for local businesses as well as our charity partner. Seeing so many people exploring Southend-on-Sea, discovering new places and spending time together is exactly what these events are all about. The results of this evaluation show the powerful role that art can play in boosting wellbeing, encouraging exploration and supporting the local economy. We’re incredibly proud to have worked with Havens Hospices and the whole Southend community to create such a memorable and meaningful event.”

Waddle-on-Sea was made possible thanks to more than 34 local businesses and its partners. Presenting Partner Ipeco, Official Partners BTMK, Highview, Able Group and Revive Digital, Rickard Luckin as Learning & Community Programme Partner, Atlantic Pacific as Logistics Partner, 6rs as Creative Partner, Tidal Film (formerly Main Media) as Videography Partner, the Echo as Media Partner and BBC Essex as Radio Partner. Southend-on-Sea City Council also supported the event.

The care provided by Havens Hospices is free of charge and only made possible thanks to donations and fundraising initiatives such as Waddle-on-Sea.

After the huge success of Waddle-on-Sea, the charity is exploring plans for future art trails and will share any news as soon as we can. Keep an eye on our website and socials for all the latest updates.

The report was conducted by the research agency Newcastle Gateshead Initiative and saw 447 respondents.

Keep up to date with all of Havens Hospices’ fundraising activities and see how you can support them at www.havenshospices.org.uk.

Published on 9th April 2026