The context for the plan is shaped by wider social, economic and environmental issues facing rural Carmarthenshire including technology, climate emergency and decarbonisation, the ongoing impacts of COVID-19 and leaving the European Union (Brexit).
The strategic context also includes priorities of Carmarthenshire County Council, the Swansea Bay City Region and the Welsh Government, along with the growing influence of the Well-being of Future Generations (Wales) Act and local Well-being Plans.
A key aim of the Act calls on public bodies to be more agile to ensure they are able to respond to ever-changing economic circumstances and to maximise new opportunities for growth. Sustainable development is applied throughout, as well as new ways of working ensuring that local authorities take account of the long term, prevent problems occurring or getting worse, and adopt an integrated and collaborative people-focused approach.
St Clears is a growing town that has experienced population and housing growth in recent years. The town is a short commute from Carmarthen, and this has helped drive the residential development. This growth has helped sustain the number of people of working age, economically active and in fulltime employment.
The town's direct access to the A40 (the Trans European Network) has encouraged the growth of strong traditional employment including several light industrial and commercial employment areas throughout the town. There is also a small traditional town centre mostly serving the need of the local community.
Outside of the town, the economy supports a broad range of rural enterprises including agricultural, land-based industries, food and drink and tourism. There are also many microbusinesses, including newer 'lifestyle', visitor-related and creative industries that combine both living and working in rural areas.
There is also an important foundational side of the economy with many people employed in providing essential day to day local services, skilled trades, and professions such as driving instructors, pc repair and personal instructors etc.
St Clears wider role includes supporting the social, employment, education and localised retail role for Laugharne and smaller outlying villages such as Bancyfelin and the communities of the Llansteffan and Trelech Wards. St Clears leisure centre also serves the needs of its neighbouring towns.
The population of St Clears is 7,300 and includes the 3,230 living in the built-up area of the town. In comparison with rural Carmarthenshire - within the last ten years - the St Clears area had experienced:
- population growth
- a growing older-aged population
- an increase in the working-age population
- above-average economic activity and full-time employment
- a relatively successful although lower-skilled local economy.
- higher than average levels of home working and self-employment reflecting agricultural employment, sole-traders and 'lifestyle' and freelance workers.
- a large amount of new housing development has helped keep house prices close to the average
- lack of affordable homes.
- declining use of the Welsh language.
It should also be noted that despite the general appearance of relative prosperity there are still those who are dependent on a part-time, low skilled and low wage income with pockets of local deprivation.
| Rural County | St Clears area | |
| Population | Increase 1.8% | Increase 7.9% |
| Working age | Decline 3% | Increased 1.7% |
| Gross household income | £28,622 | £29,476 |
| Median house prices | £135k | £133k - £154k |
| Economically active | 66% | 70% |
| Full-time employment | 33% | 37% |
| Work from home | 7% | 11% |
| Self-employed | 14% | 19% |
| Largest occupation | Skilled trades 19% | Skilled trades 18% |
| No skills | 25% | 28% |
| Higher qualifications | 30% | 29% |
| Employed agriculture | 6% | 11% |
Sources: ONS Census & NOMIS - Baseline study
There are over 165 business across a diverse range including light industrial, storage, workshops and offices. There appear to be no major employer, although the town includes a broad range of micro, small and medium-sized businesses.
Employment in agriculture is higher than the rural average and is key to the economic and employment opportunities of the town with many businesses supporting the sector including feed merchants, mechanical and engineering, trailers, tractor dealerships etc (e.g. A& M Group, CLH Trailers, Wynnstay).
The largest employment sectors:
- 20% wholesale and retail trade
- 14% human health and social work
- 11% construction
The key issues and opportunities for sites and premises include:
- high occupancy levels with the area maintaining good levels of demand reflecting the access onto the A40
- a limited supply of available starter units and grow on units
- large amount of property is old/secondary quality and in need of investment to bring up to a modern standard
- small number of sites available to redevelop or for new build
- lack of viability that discourages speculative build
Town centre
There are some 40, mostly independent businesses located in the town centre with the majority in retail. The in-town convenience offer is limited to a Spar together with two butchers and specialist cake shop. The level of comparison uses is more varied although remains relatively limited reflecting the competition from nearby Carmarthen. This includes a chemist/pharmacy, women's clothing, hardware/bargain and charity shop uses together with several larger units for bulky goods retail associated with, electrical appliances, garden machinery and discount store.
A basic range and choice of food and drink (café, restaurant, takeaway and public house) exists through the centre. The offer mainly appeals to the daytime trade with a limited evening economy including the traditional pub and takeaways, however, there are no entertainment and cultural venues.
Health, beauty and personal services businesses appear to prosper in St Clears together with, physiotherapy, fitness and aromatherapy use. Another important reason to visit is the GP practice located in the main town centre car park.
The town centre no longer has a bank except for an ATM in the Spar which also provides the Post Office. The nearest banks are located in Tenby and Carmarthen. Nat West provide a mobile bank that visits for only 45minutes on a Tuesday.
Overall the centre has experienced:
- Demand in the town centre from new businesses has been subdued – several long term vacancies
- 9% vacancy rate with empty units often reoccupied by non-retail
- Decline in the number of retail businesses
- Sustaining some speciality retail e.g. women's clothing, cakes & local butchers
- Free town centre Wi-Fi
- +50% of visitors typically stay more than 20 minutes
Overall the town centre has a surprising amount to offer but the environment for visitors and shoppers is dominated by traffic and narrow pavements and this diminishes the attractive browsing and pedestrian experience. The potential exists to improve the public realm and attractiveness of the centre.
Unlike nearby and better-known Pendine and Laugharne, St Clears is not an established visitor destination with the same compelling reason to visit. Poor quality and slightly confusing visitor signage don't assist the town, or the local attractions, maximise the advantages of the A40 and the passing visitor traffic. This includes the low-key West Wales Craft Centre (Y Gat/The Gate) that was given the "Hidden Gem" award. However, local businesses report the town is popular with local holidaymakers making short shopping trips for food and other essentials.
There is a broad range of accommodation - Llety Cynin Health and Leisure Club on the outskirts is a prime example of farm diversification into luxury spa provision. The town also has a Travelodge, the Savoy Country Inn and The Forge Lodge and Restaurant. There is a good range of self-catering accommodation locally, including farmhouse conversions and wooden lodges.
St Clears has an import local and national heritage including its associations with the 'dramatic' Rebecca Riots (1842). This has been marked with an attractive wooden town centre sculpture near to The Gate. However, there is very little information to draw in visitors.
Cycling tourism is also a growing aspect of Carmarthenshire's visitor offer and St Clears features as part of the circular road route connecting with Laugharne and Whitland. However, there are only a few 'Cyclist Welcome' place to stay in the area in the area.
Annual events - the Summer Spectacular and Carnival, Fireworks and the Christmas Lights are important but mostly local visitor attractions.
St Clears doesn't seem to have any unique presence online and it is difficult to find the information that exists. The most effective online offering is from local business Got Cake which has nearly 4000 followers on Facebook and a surprisingly high 'Buy & Swap' FB group which is over 6000 members strong. Businesses like the 'Y Gat' (The Gate) Art Gallery and Craft Centre are a perfect combination of visitor destination, experience and shop but don't seem to market themselves aside from a mention on Tripadvisor and small following on Facebook. It feels there is a strong community in St Clears, but they are for some reason not communicating clearly online (at least externally) and/or building a case for St Clears being an attractive town to visit.
Accessibility by road is very good with direct access onto the dual section of the A40 (the Trans European Network) linking with the Republic of Ireland.
Travel to work patterns provides a picture of commuter behaviour and understanding of the number of people travelling from the study area to a place of work (shown red) or from another place into the study area for work (shown blue). It shows how the St Clears area is reliant on Carmarthen and other major towns for employment but also how the town also provides employment for residents of the wider area.
- The average distance travelled to work was similar to the rural average (23.7km)
- There is an above-average proportion of people working from home (10.5%)
Source: 2011 Census - DataShine: Commute
The central town area appears to have good connectivity, it is clear that there are larger areas in the wider hinterland and villages with difficulties.
383 (38%) out of a total of 1,020 premises in the St Clears postcode area have non-superfast broadband
However, free Wi-Fi exists in the Town Centre which offers a host of future user/visitor benefits and marketing opportunities.
In terms of future growth and development, the Revised Local Development Plan considers St Clears suitable for future growth given the towns strategic and accessible location on the A40. There has been strong residential demand and developer interest in the area, and this will see the development of c.200 new homes including 38 affordable. The allocation for new employment land is 0.44ha.
As well as the need for more homes, overall, the requirement is for smaller, less expensive housing, to address the imbalance between higher house prices and limited supply of appropriate homes in rural areas, particularly for one-person and couples.
New General Hospital - Hywel Dda Health Board has consulted on plans for a new General Hospital on a site in the area between Narberth and St Clears. The Health Board site selection process includes St Clears. Regardless of location, the Hospital holds substantial potentially transformational growth of local business in the St Clears area. The timetable for a decision, construction and opening are within the timeframe of this plan.
New Rail Station - In June 2020 the Welsh Governments put forward proposals to UK Government Restoring Your Railways Fund for four new stations including St Clears. The proposals for St Clears have strong community and business backing from the town and surrounding areas as evidenced by the consultations in early 2020. Benefits of the scheme include closing a geographical gap in West Wales network and improving sustainable travel for a growing town and area. However, several feasibility challenges are depending on the final location and layout including possible closure of the existing level crossing depending, creating alternative road access and land purchase.
