AMMANFORD is in line for extra help to make the town thrive, thanks to being picked to be part of an exclusive regeneration scheme.

The town is one of just 34 new towns in the UK, and one of only three in Wales, selected to be a part of the Business in the Community’s Healthy High Streets programme, which aims to increase footfall by 10 per cent, reduce the number of vacant properties by 20 per cent and stimulate the creation of new jobs in 100 towns over three years.

The programme launched in June 2014 and is backed by some of the UK’s biggest high street brands.

Ammanford will receive a bespoke package of support, including access to skills and expertise, and dedicated High Street Champions from supporting businesses who will work together with the local partnership team, local authority and relevant local partners to devise an action plan to address the specific challenges facing the town. In one year, the programme has brought support and resources worth £9million from its corporate partners into UK high streets.

The programme is backed by some of the UK’s biggest high street brands - with new partners EE, Exterion Media and Greggs joining this year. Business in the Community is HRH The Prince of Wales’ Responsible Business network.

Things are already in motion, with senior representatives from the business partners on the programme preparing to visit the town to engage local champions, the town centre partnership and the Local Authority.

The move has been welcomed by both Carmarthenshire County Council and Ammanford Town council.

Carmarthenshire County Council Leader Cllr Emlyn Dole said that Ammanford’s “Boar Branding” scheme and its renewed vibrancy had caught the eye of the deciding panel.

“I am delighted that the Ammanford Town Centre Partnership’s efforts in working together to increase the vibrancy of the town has been recognised by a national group backed by some of the biggest high street brands,” he said. “With only 34 new high streets selected across the whole of the UK it is recognition indeed and a well deserved result. I look forward to seeing the results of this initiative over the next few years.”

Deian Harries, Ammanford Town Councillor and a town trader, also welcomed the news but warned that the initiative had to look at real issues affecting the town.

“This is good news for Ammanford but I hope that it will really address the issues that hold footfall back in the town, which is bus links and parking,” he said.

“At the moment we have great links to Swansea by bus, but the routes to the Aman and Towy valleys are very poor, improving this would in itself increase footfall easily.

“But the major issue that needs to e addressed is parking. At the moment shoppers are being charged a premium amount to park, even for short periods. This is a surcharge for things like, popping in to do the banking, or buying a paper. At the present cost it’s not value for money.”

The Ammanford Town Centre Partnership supported by funding from the Welsh Government is currently working on 10 projects designed to increase footfall in the town centre, reduce vacancy rates by bringing activity and vitality into town and by supporting town centre businesses and services to establish and grow.

The Ammanford “Boar Brand” will be launched soon and several events and activities in the town centre have been supported, with new, branded town centre signage, a web presence and business training support are also being progressed.