The Nelson Trust’s Hub Project is about to launch its latest community enterprise – The Sober Parrot. This will be Cheltenham’s first late night entertainment venue with a strictly alcohol-free offer. The project accompanies the Hub Bistro and the Hub Maintains, also run by The Hub in Gloucestershire.

The Hub creates space for people to recover from addiction to drugs and alcohol. Through working together to overcome isolation, exclusion and loneliness they can help individuals fulfil their potential and benefit the community as a whole.

All the Hub enterprises have something in common; the majority of their volunteers are people in recovery from addiction who are gaining life skills, training and experience through the project to help them return to long term, paid employment. The project gives them the space and the support to make sure they are in the best position possible to be successful employees.

Project history

In 2015 the Cheltenham late night levy funded a feasibility study carried out by the Hub and Cheltenham West End partnership. The study spoke to over 100 local people and over 78% said they would want, and would use, an alcohol-free live music venue if there was one.The Nelson Trust received a capital grant from PHE in 2016 for the purpose of setting up this venue in Cheltenham. Since 2016, Agency ASHA and their social enterprise arm, The Big Cold Turkey Foundation, have supported the project and created the name, brand identity, brand architecture and design for all Hub activities – Hub Bistro, Hub Maintains, Hub Academy and now the Hub Live venue in Cheltenham – The Sober Parrot. The Nelson Trust have now acquired the former Number Seven wine bar, which will be refurbished for the project and launched in late summer. Purple Flag status has recently been awarded to Cheltenham Town for its well managed night time economy. The Sober Parrot compliments this by creating a wider diversity of options for people.

In order to realise this ambitious project, ASHA brought together a wide variety of talented project partners.

Project Partners and Volunteers:

Agency ASHA – Brand Identity, Creative Direction and Communications

 Shadow Play – Interior Design

 Still Moving Image – Film/Video

 AllSigns – Signage


If you’d like to support this project please get in touch with