WORK: ASHA helps launch alcohol-free music venue The Sober Parrot

When it opens this summer, The Sober Parrot will be a unique music venue in Cheltenham. As the latest community venture from The Hub organisation, it is set to be the first alcohol-free venue in the town.

The Hub creates spaces for people who are recovering from drink or drug addiction – and helps them to overcome the feelings of isolation that can develop. In doing so, says the organisation, “we can help individuals fulfil their potential and benefit the community as a whole”.

Its forthcoming live music venue will also be the latest initiative to have its creative direction, brand identity and communications designed by agency, ASHA – having already renamed The Hub’s existing cafe as The Clean Plate, its not-for-profit community business as The Spirit Level, and its academy as The Flying Colours.

The new music venue – on the site of the former Number Seven wine bar – will be run by volunteers who are also in recovery and are seeking to get back into paid employment through acquiring new skills and experience. ASHA says it has also brought together other creative partners volunteering on different aspects of the project.

“We want to make sure that people can go out and have fun, socialise and be entertained in an environment that does not put alcohol as its focus,” says The Hub on its site at

Charity The Nelson Trust received a capital grant from PHE last year so they could set up the venue and the project has been supported by Gloucestershire County Council, Cheltenham Borough Council, the Police Crime Commissioner and ASHA’s social enterprise arm, The Big Cold Turkey Foundation.

See Interior design: Shadow Play; Film/video: Still Moving Image; Signage: All Signs