Scarlets Expansion

SCARLETS PRESS RELEASE

PLENTY IN STORE FOR SCARLETS AS REGION UNVEILS LLANELLI TOWN CENTRE INVESTMENT

The Scarlets have unveiled exciting plans to open a new store and café bar within a new flagship scheme in Llanelli Town Centre later this year, as part of the region's commitment to be at the heart of their communities.

The new town centre retail venture will be the first of its kind undertaken by a rugby club in the UK.

The Scarlets' (3,200 sq ft) sports retail store on two floors will include new Scarlets' clothing ranges and merchandise as well as a coffee and food outlet based in East Gate - one of Carmarthenshire's major new town centre developments bringing new commercial opportunities in Llanelli Town Centre.

The 15-year lease and fit-out sees the Scarlets make a significant investment into Llanelli centre and the opportunity to support the regeneration of the town it has been intrinsically part of and grown-up with over 130-years.

Joining up with Carmarthenshire's successful food wholesaler Castell Howell Foods, the new store will also be a destination for great coffee and Welsh food and drink, together with a contemporary fit-out carrying a full range of Scarlets merchandising and a Parc y Scarlets match day and events tickets sales outlet.

As part of its 130-year history of links with Llanelli, the Scarlets would look to create a "Scarlets Experience" within the new store to herald the rich and unrivalled club heritage and Scarlets links with the town and people of Llanelli.

Chief Executive Mark Davies explained the thinking behind the Scarlets' plans. He said: "This is part of our responsibility and commitment to invest in and be at the heart of our communities and reach out to our supporters, new and existing as well as taking our business forward positively.

"Carmarthenshire County Council working with Llanelli Town Council has done a remarkable job in the regeneration of this area, and their significant investment and vision across Llanelli and into the heart of the town centre is clear for all to see. We want to be part of that and support it.

"You only have to look at Carmarthen Town Centre and how it has been reinvigorated by the Council as an example of the innovation and investment. We should also remember that our eight year-old home Parc y Scarlets is very much part of that regeneration vision and drive itself for Carmarthenshire.

"Work is already underway in Llanelli Town Centre, add to that the Coastal Path, the Wetlands, Trostre Retail Park and Parc Y Scarlets - there is a whole infrastructure slowly but surely transforming our local environment and now our store will add to that and we hope be a wonderful mix of heritage and amenity."

The Scarlets say that the new store will provide a convenient access point for supporters to access match day tickets as well as sales for a growing number of non-rugby entertainment events taking place at their 15,000 seat stadium.

The Scarlets expect to attract greater 'passing customer traffic' and hope that the strength of the Scarlets brand and investment in a modern and inspiring fit-out will create a vibrancy in this part of Llanelli town centre.

The East Gate development, of which the Scarlets will be part, is a 14,000 sq ft leisure scheme in the northeast corner of Llanelli Town Centre with family entertainment including a six-screen cinema, a 550-seat regional theatre, 53-bed hotel, 25,000 sq ft of restaurant accommodation in six units, coffee shops, 10,000 sq ft of retail accommodation (inc Scarlets Store), 21,000 sq ft of office accommodation and a new bus interchange and 240 space car park.

Mark Davies added: "The investment made by our board of directors into Parc y Scarlets was significant. Their vision was of a real contribution to the transformation of the post industrial landscape into a vibrant town and community, using a strong sporting heritage to contribute to a more leisure-based economy.

"By opening a store in a prime town centre leisure development, we are extending that commitment to our community as well as making a commercial contribution to our business. It's an opportunity to tell our story and that of the town and its community to supporters and visitors - and to celebrate the sporting icon that the Scarlets truly is."

The Scarlets say that the new town centre store will compliment and work in close association with its current Stadium Retail Store and merchandising operation along with the Heart and Soul Café at Parc y Scarlets which is currently open five days a week and event weekends and enjoying a steady stream of customers throughout the week.

And the Scarlets Chief Executive said they would not rule out mirror stores in other parts of their region in Carmarthenshire, Pembrokeshire or Ceredigion in the future if it proves to be a success.

"We are confident that this new store will provide a strong net contribution to the Scarlets and it is important that as a business we look to new initiatives and break down the barriers of what a rugby business can be and achieve, if we want to build future sustainability."

Davies said this was part of an ambition and drive by the Scarlets to make their business work all year round.

"We know there is a lot of work to be done going forward to increase our support base and grow our business and that's a challenge, however equally there already encouraging signs from our revenues off-field through events and non-rugby entertainment all year round.

"Our focus and drive is to create a sustainable business that focuses on more than 16 rugby home games - with events and wider sports and entertainment activities throughout the year. We know we have to make this great facility work hard so we can invest in our rugby. All our event and corporate activity is to supplement the fantastic support we get from around the region and particularly the town, with every supporter, corporate hire and event attendance contributing to our investment in rugby."

County director of regeneration Dave Gilbert said: " Scarlets plans to join in East Gate were exciting and would afford the many thousands of travelling fans who attend matches at Parc y Scarlets to visit Llanelli town centre too."

President of Llanelli Chamber of Trade and Commerce Andrew Stephens: "This is brilliant news for East Gate and the future of Llanelli Town Centre. It shows a great confidence in the future of the town and will give our rugby town something to boast about that is innovative and is sure to be a big hit with fans from all over."

ENDS

NOTES TO EDITORS

· An example of the Scarlets' non-rugby events business includes two major darts championships hosted at Parc y Scarlets in the past two months which saw more than 3,000 new visitors to the stadium.

· On May 26th, Parc y Scarlets will hold the ENJOY music festival for thousands of concert goers with an eight act line-up which opens with former X-factor sensation Alexandra Burke.

· This summer Parc y Scarlets will stage MT3's Big Air Jam Freestyle Motor-X Championship with motorbike specialists and world record breaking stunt riders from across the world.

· Scarlets season tickets are currently selling at a rate of 1 every 7 minutes in week one of since they launched, and with more than 500 season tickets already sold at Parc y Scarlets it's a strong start to the campaign which will run for another 18 weeks.

· And with a 10% take-up already from completely new supporters buying into rugby at heart and soul rugby country .

· The Scarlets crowds are up on last season with average attendances currently up 8% this year.



A new board director, Bleddyn Phillips, has also joined the Scarlets. More info here: http://www.scarlets.co.uk/news/4831.php

Absolutely fantastic news for the areas, and a brilliant scheme. I really hope it's successful in Llanelli so they can try and get outlets in towns throughout the whole region.

For any who want more info on the east gate project, here's some links:

http://www.eastgatellanelli.co.uk/

http://www.llanellitown.com/business/regeneration/1188-east-gate-development

Probably not a bad idea at all, what with PYS tucked away on the outskirts of town ('tis a lovely walk from the train station tho!) - yes, ok it is probably mostly a marketing gimmick, but I admit to a soft spot for these types of ventures - good luck to them

I think it's something that's been needed. We don't get much footfall were PyS is right now, so things for ticket sales, for the rugby or other events, has really been calling out for a town outlet. Also for the merchandise, people will be more likely when passing through to pop into a town shop, as apposed to trecking out to the stadium.

In current times it might be a risky venture, but I really hope it pays off. Am glad we're looking to do something new to bring in more people anyways

Scarlets announce a new board director too: http://www.scarlets.co.uk/news/4831.php

extremely jealouse of all the positive noise coming out of that region, if only the dragons had such forward thinking leaders

We've been very fortunate with the board directors we've had in place since the Gallacher debarcle, and this Bleddyn fellow looks to be another good person to get on board.

It's important we don't over stretch our means though, but I'm confident that the people we've got running the place know that now.

This is a very impressive project. Of all the regions it really does appear that the Scarlets are the leading force.

This is very impressive. I would love an Ulster bar in the middle of Belfast. Have a drink some food with Ulster memorabilia surrounding me. And the concerts? I don't understand the other regions are doing so badly?!!

If they allow Scarlet players to eat in there for free I would say you'll have a lot of locals and the likes hanging round or going there to eat on the off chance that big George North is there eating them out of house and home.

I know at the cafe they currently have at PyS, they sometimes have Scarlets players there helping out. I would imagine they'd do the same at the new place as well.

I know with the shop at the stadium too, customers have asked if any players are around and they've kindly taken the time out of training to go and actually meet and speak to the fans that have asked.

I would have thought this would be funded mainly by the food supplier with The Scarlets adding their name to it, so shouldn't cost them too much. Think it is a great idea and something that would be beneficial to both businesses.

GavinDragon wrote:extremely jealouse of all the positive noise coming out of that region, if only the dragons Blues had such forward thinking leaders

+1

Think that is the case Pyle, plus I don't think the unit rent is going to be too much at the moment either. It certainly wasn't at St David's 2 in Cardiff when that opened, and it might stay at reduced rates for a while to get more business in.

Its a good idea. Definately a way to get people so see the other stuff they sell in the shop, as I know my misses was quite suprised by how much stuff they sold when I took her up there the first time.

I have heard a fair bit of praise of the cafe at PYS, so if they can deliver a similar standard it should be successful.

rugbydreamer wrote:Think that is the case Pyle, plus I don't think the unit rent is going to be too much at the moment either. It certainly wasn't at St David's 2 in Cardiff when that opened, and it might stay at reduced rates for a while to get more business in.

Cut priced deals were to be had on St David's 2 retail units and the deluge of empty office space in the city. Would be surprised if the Scarlets don't get a similar cheap deal.

Pyleboy65 wrote:I would have thought this would be funded mainly by the food supplier with The Scarlets adding their name to it, so shouldn't cost them too much. Think it is a great idea and something that would be beneficial to both businesses.

Agreed.

Sounds like a good idea for the region. But a turk store and cafe bar in the town centre? Def use the coast road to Pembrey park now!

rugbydreamer wrote:I know at the cafe they currently have at PyS, they sometimes have Scarlets players there helping out. I would imagine they'd do the same at the new place as well.

Another great idea. If it's not already, it should be a regular thing especially at the new place. No doubt the players would love it too getting dressed up in silly hats/aprons whilst flogging pasties and cakes. Though mayber not a good idea to let Phil John near these food stuffs.

Coleman wrote:

GavinDragon wrote:extremely jealouse of all the positive noise coming out of that region, if only the dragons Blues had such forward thinking leaders

+1

+1 plus 1000s more.
I blame the Pieman.

Aye they already do Dave, I know on twitter players like Rob McCusker have put pics of themselves up with the hat/aprons on etc

It's usually the injured players that do all this sort of stuff, but guess that makes the most sense really.


And I would blame the Pie Man too.

ScarletSpiderman wrote:Its a good idea. Definately a way to get people so see the other stuff they sell in the shop, as I know my misses was quite suprised by how much stuff they sold when I took her up there the first time.

I have heard a fair bit of praise of the cafe at PYS, so if they can deliver a similar standard it should be successful.

It's an excellent idea and Stade Toulousain have a fancy shop in the centre of Toulouse, so who knows eh?

Toulouse? Who are they? Never heard of them.

It is nice to see a "good news" story coming out of the regions after all the doom and gloom we have had recently. The trouble is that I would not have heard about this if I was not on these boards. I have said before it all comes down to marketing the regions properly.

The same goes for the fantastic season ticket deal the Ospreys have for next season. I have not seen that out in the public domain.

I think the regions need to start employing PR companies to get their good news out there!!!!

It was a press release only announced today Pyle! Give 'em a chance

They were discussing the O's season ticket deal on the red zone in the commentary the other weekend (I was dismayed that Mark Jones of the Scarlets couldn't recall the details of ours!!) but agree, it's not fully in the public domain. It does need to be worked on.

Pyleboy65 wrote:It is nice to see a "good news" story coming out of the regions after all the doom and gloom we have had recently. The trouble is that I would not have heard about this if I was not on these boards. I have said before it all comes down to marketing the regions properly.

To be fair, your not from within the regions (I assume) so most likely you wouldn't have heard, where as folk from within the regional boundaries will most likely hears. After all Tommo the announcer at PYS is on all three counties local radio stations, and I know when he is Radio Pembrokeshire he does a pretty good job of pushing the Scarlets and their events (like the music thingy) on the airwaves.

Wasn't a criticism of the Scarlets but the regions in general when it comes to positive news spin

ScarletSpiderman wrote:

Pyleboy65 wrote:It is nice to see a "good news" story coming out of the regions after all the doom and gloom we have had recently. The trouble is that I would not have heard about this if I was not on these boards. I have said before it all comes down to marketing the regions properly.

To be fair, your not from within the regions (I assume) so most likely you wouldn't have heard, where as folk from within the regional boundaries will most likely hears. After all Tommo the announcer at PYS is on all three counties local radio stations, and I know when he is Radio Pembrokeshire he does a pretty good job of pushing the Scarlets and their events (like the music thingy) on the airwaves.

I live in The Blues Region which says it all really !!!!. Lifelong Aberavon supporter though so suppose always been anti Llanelli (Scarlets) since you beat us twice in the cup final in the early 70's. To be serious though I like all the regions to be successful but suppose my true affinity is with The Ospreys due to the Aberavon connection.

I don't really understand what the Scarlets are getting at...

Basically they want to open merchandise stores around their region to sell their goods?

The Ospreys already do that, we have a tie up with Tesco, and have done so for a long time! When you go to the Clothes section in a Tesco in our region you will often see Ospreys stuff there. I bought several Ospreys tops from Llansamlet Tesco at the end of last season for £15 each!

AlynDavies wrote:I don't really understand what the Scarlets are getting at...

Basically they want to open merchandise stores around their region to sell their goods?

The Ospreys already do that, we have a tie up with Tesco, and have done so for a long time! When you go to the Clothes section in a Tesco in our region you will often see Ospreys stuff there. I bought several Ospreys tops from Llansamlet Tesco at the end of last season for £15 each!

Ah, but I bet Adam, Shane and Ryan weren't helping out in the checkout.

Cardiff Dave wrote:

AlynDavies wrote:I don't really understand what the Scarlets are getting at...

Basically they want to open merchandise stores around their region to sell their goods?

The Ospreys already do that, we have a tie up with Tesco, and have done so for a long time! When you go to the Clothes section in a Tesco in our region you will often see Ospreys stuff there. I bought several Ospreys tops from Llansamlet Tesco at the end of last season for £15 each!

Ah, but I bet Adam, Shane and Ryan weren't helping out in the checkout.

They've got better stuff to do like winning the Pro 12

Alyn - we used to have an affiliation with Tesco back in the day too


This is to be a dedicated Scarlets shop and cafe, not just an outlet in a store that holds only limited stock

As part of its 130-year history of links with Llanelli, the Scarlets would look to create a "Scarlets Experience" within the new store to herald the rich and unrivalled club heritage and Scarlets links with the town and people of Llanelli.

Is that in line with the spirit of regional rugby?
Or am I reading too much into it?

hmm? reading too much I think. Scarlets have always continued on with the history of Llanelli, because, Llanelli was always a regional representative anyways

Is this really the first UK Rugby shop? That really shows how little interest there is in the UK. Hull FC (league) have got a shop in Hull. Although there isn't a cafe added on

However, given that the Stadium is pretty close to Llanelli wouldn't it have been better to open shops in other parts of the region?

Dreamer, what you mean is Scarlets are just Llanelli rebranded. Nothing wrong with that, other than that their (and others) refusal to change/merge may have resulted/contributed in the unbalanced regions we have today. Just a thought

Aye but, if there was to be a region representing west Wales, why not leave it to the team, that had already been representing west wales, hmm?

I think it's the first shop & cafe scheme. I think Leicester have a shop, but nothing to this scale.

The stadium is a bit of a trek outside of the town centre, and doesn't get all that much footfall. The shop that's there at the moment is doing well, but can't hold much stock.

Added to that Scarlets are really trying to get the townsfolk of Llanelli back on side this actually makes a lot of sense.

And especially as PyS now holds so many other events outside of rugby, having somewhere in the town centre selling tickets for it, instead of making people go to PyS to get them, is also a positive move.

I was down in Harfat (Haverfordwest) on the weekend and the Scarlets had a 'mobile shop in Tesco's

First UK rugby shop? I would be suprised if Leicester or one of the west country clubs didn't have one.

"The stadium is a bit of a trek outside of the town centre, and doesn't get all that much footfall. The shop that's there at the moment is doing well, but can't hold much stock...."

Typical new build property. They never have enough storage space these days.

PenfroPete wrote:I was down in Harfat (Haverfordwest) on the weekend and the Scarlets had a 'mobile shop in Tesco's

I must be honest I have never seen that, but I had to got o milford his week instead. Also a problem is they sell Ospreys stuff in H/West too.

Portnoy wrote:

As part of its 130-year history of links with Llanelli, the Scarlets would look to create a "Scarlets Experience" within the new store to herald the rich and unrivalled club heritage and Scarlets links with the town and people of Llanelli.

Is that in line with the spirit of regional rugby?
Or am I reading too much into it?

You're reading too much into it I think.
This Bleddyn bloke speaks the truth.
I like him.

Cardiff Dave wrote:

Portnoy wrote:

As part of its 130-year history of links with Llanelli, the Scarlets would look to create a "Scarlets Experience" within the new store to herald the rich and unrivalled club heritage and Scarlets links with the town and people of Llanelli.

Is that in line with the spirit of regional rugby?
Or am I reading too much into it?

You're reading too much into it I think.
This Bleddyn bloke speaks the truth.
I like him.

I would agree there Dave, seeing as he was raised in Milford Haven, then he will understand that the region covers more than just one town/county.

random question gents but on this forum what is the difference between an 'administrator' and a 'moderator'

GavinDragon wrote:random question gents but on this forum what is the difference between an 'administrator' and a 'moderator'

Gavin, one is blue and the other is green - no charge

Gav - we have extra powers is all, like the opening and closing of the chat box and the behind the scenes stuff, but aye the main difference is just the colour

Cardiff Dave wrote:Ah, but I bet Adam, Shane and Ryan weren't helping out in the checkout.

Actually you are not far off, before Ospreys home game you do often see Ospreys players who aren't playing helping out behind the till in the shop. I have seen Adam Jones behind there... I bet no shop lifters dares steal anything when he was on the job!

AlynDavies wrote:

Cardiff Dave wrote:Ah, but I bet Adam, Shane and Ryan weren't helping out in the checkout.

Actually you are not far off, before Ospreys home game you do often see Ospreys players who aren't playing helping out behind the till in the shop. I have seen Adam Jones behind there... I bet no shop lifters dares steal anything when he was on the job!

I don't know I reckon he'd be pretty easy to run away from, and if he corners you all you'd have to do is distract him with a pie!

On a serious note - excellent news from the Scarlets, and will hopefully help rejuvinate the town centre as well. A cynical side to me does think that CCS may have encouraged them to take over a third of the floor space - but I still think its a win win all round.

I just hope that when the economy picks back up (probably in 3013 if the Tories stay in) and the shop is doing well then the Scarlets can look to have regular or mobile shops in places like Carmarthen, Milford, Pembroke, Aber and maybe at our regional club in Llandeilo

You could add the likes of Lampeter and Llandovery (especially the Drovers!) to that list too, plenty of towns throughout the region where it could work. Guess we'll have to wait and see how it goes in Llanelli first. We'd need to make sure it really generates enough revenue to warrant leasing shops in all the other towns.

rugbydreamer wrote:You could add the likes of Lampeter and Llandovery (especially the Drovers!) to that list too, plenty of towns throughout the region where it could work. Guess we'll have to wait and see how it goes in Llanelli first. We'd need to make sure it really generates enough revenue to warrant leasing shops in all the other towns.

Is Lampeter in our region? Am never sure how far it goes up and when the North region starts instead (even though Lampeter is in Mid Wales)

Lampeter is in Ceredigion, deffo in our region, tisnt too far from the carms border

rugbydreamer wrote:Lampeter is in Ceredigion, deffo in our region, tisnt too far from the carms border

God just looked at Google Maps - I really didn't realise it was that far south, I always thought it was slightly higher than Aber! oops!