Stoke-on-Trent City Centre BID unveils Ambitious ‘Operation Sparkle’ efforts for 2024

Stoke-on-Trent City Centre Business Improvement District (BID) has announced the return of its Operation Sparkle initiative, which will be entering its fourth year of action.

The ongoing project is set to target cleaning up the city centre, aiming to considerably improve the look and feel of the area. From graffiti removal and litter clearance, to landscaping, painting and jet washing, the operation for 2024 has the most ambitious goals to date.

Alongside the BID’s ongoing commitment to shape a safer and cleaner environment, Stoke-on-Trent City Council has been awarded UK Shared Prosperity Funding to support two new roles within the BID, including an Environmental Ambassador.

This Ambassador holds responsibility for hygiene and cleanliness in the city centre, working alongside the City Council’s street cleansing team to make a substantial positive impact on the environment.

Whilst the Operation Sparkle initiative takes place throughout the year, it is set to launch in Spring 2024 with an annual ‘Big Spring Clean’ on 12 – 13 April. This dedicated weekend is set to tackle key areas for improvement in the city centre realm, along with volunteers from the public and local business community. The Big Spring Clean in 2023 saw a total of 103 bags of litter collected, over 60 pieces of graffiti removed and several fly tipping instances fully rectified. The initiative has also recently recieved national recognition, awarded ‘Best Environmental Sustainability Initiative’ in the Savills Property Management Marketing Awards 2024.

Lead BID Director for Place Management, Julie Davies OBE said: “The BID is fully aware of issues in the city centre around cleaning and the look and feel of the area.

“We are committed to tackling these issues. We are confident that our collective efforts through Operation Sparkle will achieve our objectives in accordance with one of the businesses priorities. The employment of our Environmental Ambassador will enhance all our efforts which we welcome. We encourage all businesses in the BID area to support and engage Operation Sparkle for the benefit of all.”

Operation Sparkle 2024 is set to target new areas of the city centre, as well as amplify efforts in previous action zones. This includes but is not limited to:

• Clearing and tidying up Etruria Road, including the cutting back of excess trees and overgrowth
• The investigation into a potential reimagining of Bethesda Gardens
• New planters and greenery that will in turn tackle traffic pollution
• Window wrapping a number of disused shop frontages

To find out more about Operation Sparkle or get involved with The Big Spring Clean, please get in touch with