Ammanford’s Boar Brand based on the Twrch Trwyth legend is being launched in the town centre this Saturday (September 12) by Carmarthenshire County Council Leader Cllr Emlyn Dole.
Creating the Boar Brand is one of 10 initiatives being delivered by the Town Centre Partnership which is encouraging partnership working to increase footfall and employment in Ammanford town centre whilst reducing vacancy rates and increasing the vitality of the town.
The Boar Brand image is based on an interpretation of the legendary enchanted boar the Twrch Trwyth mentioned in the Mabinogion.
The brand has been created to help develop a unique identity for Ammanford and will be used to brand town centre signage, events, activities, banners, promotional material, web site design and business training for independent town centre businesses. Hessian Boar Bags will be given out free on the launch day.
The Ammanford Town Centre Partnership consists of an active group of representatives from Carmarthenshire County Council, Ammanford Town Council, Ammanford Chamber of Trade, Amman Valley Mencap, Ammanford Enterprise Partnership, Rotary International, independent and national traders together with other key stakeholders.
The projects are being funded through the Welsh Government’s Town Centre Partnership initiative.
The key message is to encourage local people to buy local.
Support Your High Street week starts on Saturday September 19 until Saturday September 26.
Activities and exhibitions for Support Your High Street include a Memory Wall display in the Arcade and a Local Hero Awards Ceremony to be held in the Amman Centre with six categories being awarded.
Council Leader Cllr Emlyn Dole said: “I’m delighted to launch the Boar Brand, which has an important part to play in developing the local economy. It is a tribute to the ongoing work of the Town Centre Partnership which is providing an exciting range of events this month to promote the town.”
The council’s executive board member for regeneration Cllr Meryl Gravell said: “The Boar Brand is a valuable tool to promote Ammanford’s distinctive identity and attract more people into the town boosting the local economy.”
“Look out next week for the celebrity boars in Ammanford shop windows and all the other boar windows presented by Ammanford traders.
“A big thanks to the celebrities, retailers and businesses that are supporting the Twrch Trywth Festival by decorating boars and decorating their windows.”
On the morning of Saturday September 19 the Twrch Trywth [Enchanted Boar] Festival commences with activity in the town centre then starting at 11am a huge rolling programme of activities will commence in the Park, activities that will include: live music, food & drink stalls, Brothers of Ammanford medieval re-enactors, Pembrokeshire Falconry, face painting, henna tattoos, children’s workshops and more.
The Twrch Trywth Festival is a two day event with all the activities going through to Sunday September 20.
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