AMMANFORD residents are being urged to find their festive spirit and turn November 17 into a record-breaking day.

Everyone is being urged to don their finest costumes on Saturday and come to the Christmas lights switchon dressed as an elf to help smash the world record for the largest gathering of Santa’s elves in one place.

Ammanford needs to see 608 elves all dressed up on Quay Street by 3.30pm to break the current record of 607.

The sight of so many elves big and small should help make Saturday’s switch-on a true celebration and will certainly offer a great welcome for Santa, who is set to visit the town.

The record attempt is the brainchild of Alun Griffiths (Contractors) Ltd, who have been responsible for the renovation works that have been carried out on Quay Street this year.

As they finish making Ammanford sparkle, they were determined to leave a lasting legacy for the town and a place in the Guinness Book of Records is an ideal gift.

Gail Jones, liaison officer for the company, said it was a way of thanking residents and businesses for their support during the work, which has seen new paving, street furnishing and trees on the main street.

The company has also provided lights to decorate the non-fruiting pear trees that line the street.

‘We are all really excited about the record attempt,’ says Gail.”And we are confident we can break the existing one. There is a lot of buzz about it and lots of people are getting on board.”

Taking part is simple and fun. People of all ages are being asked to register either beforehand or on the day and come along for 3.30pm for the count to begin.

Costumes can be either homemade or bought, but must include a full outfit and not just a hat. If the record is broken, then participants will be able to apply for their very own certificate from the Guinness Book of Records.

Says Gail: “We have really enjoyed our time in Ammanford and wanted to give something back to the community.

“Ammanford is now looking great and has a really stylish and modern feel to it that will be reflected in our donation of the tree lights. The lights will ensure Ammanford will really sparkle each Christmas and by creating a new world record, we can leave a lasting legacy for the town.”

Registration is free and can be either done on the day between 12pm-2pm at The Old Magnolia Tree shop on Quay Street, or beforehand via Lil Alfi’s Childrenswear on College Street.

You can also register by calling Gail on 07966 318171, emailing her at or via their Facebook page at Children and adult costumes can be bought at Lil Alfies.