Scarlets invest in Llanelli town centre as region opens doors to new restaurant and store

A striking new Scarlets restaurant and retail store is set to open its doors in one of Llanelli’s town centre’s key developments next Saturday 10th August – bringing new jobs and investment into the local community.

The new town centre retail venture from the Scarlets will be the first of its kind from a rugby club in the UK, combining relaxed dining with the added convenience a retail store and ticket sales outlet in the heart of Llanelli.

The Scarlets ‘Red Room’ is located in Llanelli’s exiting new leisure quarter the East Gate Development and close to the flagship Odeon Cinema and the town’s new theatre on the site of the previous Stepney Hotel.

The new venture from the Scarlets creates brings a series of exciting new career opportunities for local people as well as adding to the ongoing investment into the town centre.

The 15-year lease and fit-out is part of a significant investment by the Scarlets 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.

Creating a strong brand presence for the region in the heart of the town, the Scarlets new dining experience the “Red Room Bar & Kitchen” will create a vibrant new setting for supporters and customers to meet and relax with its decor paying respect to Llanelli’s industrial and rugby roots.

It has seating for 64 diners as well as an outside pavement dining area. It also features a bar, with leather sofas and banquet seating that add to the contemporary feel to the restaurant. The menu will reflect the style and informal atmosphere of the new setting with options including handcrafted gourmet burgers, pizzas, light snacks and appetizers.

The Red Room investment includes a ticket purchase outlet and retail store, selling a wide range of Scarlets merchandise including the new season shirt which will be on sale following the Scarlets kit launch on Tuesday 13th August.

The move has been hailed as good news for the town, filling a prominent vacant unit in the new East Gate development and stimulating footfall.

Scarlets Chief Executive Mark Davies said the region had been very encouraged by the positive response to its new town centre investment.

He said: “The Red Room 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.

“This is an exciting new venture for us and for our supporters, partners, the local community and all those visiting Llanelli and we very much hope it will be a real boost for the town. The restaurant will serve the highest qualitylocal food in comfortable and stylish surroundings whilst celebrating the proud industrial heritage that has been at the very foundation of the club.

“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 are proud to be a part of that and support it.

“As a club, we are intrinsically linked to industry throughout the region, and particularly the town over our 141 year history. We are very proud of creating a real link to the Heritage Trail, soon to be unveiled at Parc y Scarlets, and the fantastic work undertaken by our former players at Llanelly House and the Stradey Park trail at the Millennium Coastal Park.

“I’m sure that our supporters, and new customers alike, will relish having the opportunity to meet with fellow Scarlets in Llanelli town centre itself and will enjoy what The Red Room Bar & Kitchen has to offer. I believe it will be a welcome addition to Llanelli and the Scarlets brand.

Mark Davies said: “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 another 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.”