Theatrau Sir Gar

What Theatrau Sir Gar does

Theatrau Sir Gâr is the performing arts theatre service of Carmarthenshire County Council (Cyngor Sir Caerfyrddin), a Welsh local government authority. It operates three physical venues across Carmarthenshire: Ffwrnes Theatre in Llanelli (Park Street, SA15 3YE), Lyric Theatre in Carmarthen (King Street, SA31 1BD), and Glowyr (Miners' Theatre) in Ammanford (Wind Street, SA18 3DN). The service delivers a programme of live theatre, comedy, family entertainment, drama, and an annual pantomime to general audiences and educational groups across South West Wales, with bilingual (English/Welsh) operation. Strategic co-productions include a multi-year partnership with Imagine Theatre for the Lyric pantomime and a 60th-anniversary Aberfan commemoration with Avant Cymru at Glowyr.

Revenue is generated primarily through ticket sales at £14.50-£23 per seat, supplemented by multibuy bundles (3 shows for £30, 4 for £38, 5 for £45), gift cards (any value over £5, two-year validity), and authorised ticket agents. Ticketing and box-office operations are delivered through the third-party Ticketsolve platform, with telephone and email support via a centralised council contact ([email protected] / 0345 2263510). The service also participates in the national Hynt accessibility scheme (free companion tickets) and the Tempo Time Credits community exchange programme, broadening the audience base beyond standard paid ticketing. Marketing is conducted via Facebook, Twitter/X, YouTube, email newsletters, and a digital Issuu brochure. Theatrau Sir Gâr holds no patents, has no external funding, no acquisitions, and is wholly embedded in Carmarthenshire County Council with no independent ownership structure.

Name

Theatrau Sir Gar

Legal name

Carmarthenshire County Council (Cyngor Sir Caerfyrddin)

Website

https://theatrausirgar.co.uk

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Theatrau Sir Gâr operates three performing arts venues (Ffwrnes, Lyric, Glowyr) across Carmarthenshire, Wales, on behalf of Carmarthenshire County Council, serving general audiences and schools with drama, comedy, family shows, and annual pantomimes.

Ownership category

akta.pro rank

Product category

Live Theatre & Performing Arts

NAICS

Theater Companies and Dinner Theaters (71111)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Theater, Musicals & Performing Arts (THAJAFAB)

akta.pro secondary industries

Theater & Performing Arts Ticketing (HSACALAC), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), Comedy Shows & Spoken-Word Events (THAJAFAC)

Keywords

• Live theatre performances
• Performing arts venue
• Theatrical ticketing services
• Pantomime productions
• Community arts entertainment

Headquarters

HQ city

Llanelli

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Ticket Sales: Revenue generated from selling tickets to theatrical performances and events across three venues (Ffwrnes, Lyric, and Glowyr)

Pricing tiers

Distribution channels3 records

Marketing channels5 records

Core offering

Theatrau Sir Gâr operates three theatre venues across Carmarthenshire — Ffwrnes in Llanelli, Lyric in Carmarthen, and Glowyr (Miners' Theatre) in Ammanford — staging a programme of drama, comedy, family shows, and an annual Christmas pantomime. Tickets are sold directly through its box office, via the TicketSolve online platform, and through authorized ticket agents, with gift cards redeemable at any venue.

Product overview

Theatrau Sir Gâr is a theatre service operated by Carmarthenshire County Council, providing live entertainment across three venues in Carmarthenshire, Wales: Ffwrnes Theatre in Llanelli, Lyric Theatre in Carmarthen, and Glowyr (Miners' Theatre) in Ammanford. The organization offers a diverse programme of theatrical performances including drama, comedy, family shows, and annual pantomimes. Additional services include gift cards redeemable at any venue, the Hynt accessibility scheme providing free companion tickets, and the Tempo time credits programme for community members. The venues operate a ticketing system through TicketSolve for online bookings and box office transactions.

Differentiator

Problem solved

Functional benefit

Products and services

• Ffwrnes Theatre Theatrau Sir Gâr's main theatre venue in Llanelli (Park Street, SA15 3YE), hosting live theatre performances, comedy, family shows, and events for Carmarthenshire audiences.
• Lyric Theatre Theatre venue in Carmarthen (King Street, SA31 1BD), offering live performances, pantomimes, and cultural events including the annual Christmas pantomime co-produced with Imagine Theatre.
• Glowyr (Miners' Theatre) Theatre venue in Ammanford (Wind Street, SA18 3DN), offering live performances and community arts events.
• Gift Card Gift voucher redeemable against any performance at any of the three Theatrau Sir Gâr venues; available in any amount over £5 with a two-year validity.
• Hynt Accessibility Scheme National accessibility scheme providing free tickets for personal assistants or carers of Hynt cardholders attending performances at Theatrau Sir Gâr venues.
• Tempo Time Credits Community time credits programme allowing members to redeem two earned credits per ticket for qualifying shows at Theatrau Sir Gâr venues.
• Annual Christmas Pantomime Annual Christmas pantomime co-produced with Imagine Theatre (UK's leading pantomime producer), staged at Lyric Theatre Carmarthen, featuring local and well-known performers; recent example includes 'Snow White' in December 2025.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• HyntcoreGTM or Marketing PartnerHynt is a national scheme that works with theatres and arts centres across Wales to provide accessible venue information and ensure consistent accessibility policies. Hynt cardholders are entitled to a free ticket for their personal assistant or carer when attending performances at Theatrau Sir Gar venues.
• Imagine TheatrecoreStrategic or Co-development PartnerImagine Theatre is the UK's leading pantomime producer and has partnered with Theatrau Sir Gar for the third consecutive year to produce annual Christmas pantomimes at the Lyric Theatre. They co-produce professional pantomime productions featuring local and well-known performers.
• Avant CymruminorStrategic or Co-development PartnerAvant Cymru is a Welsh theatre company that presented 'The Silent Volunteer' at Glowyr theatre in partnership with Coalfield Regeneration to mark the 60th anniversary of the Aberfan Disaster.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Theatr Clwyd: Welsh regional producing theatre operating from Mold, serving a similarly sized catchment in North East Wales with a comparable mix of drama, comedy, pantomime, and community programming. Closest direct analogue as another Welsh local-authority-affiliated multi-purpose venue.
• Curve Theatre (Leicester): Mid-sized UK regional producing theatre operating a single main house plus studio space with a comparable mixed programme of drama, musical theatre, pantomime, and community work. Closely analogous operating model to Theatrau Sir Gar's Ffwrnes/Lyric venues.
• Sheffield Theatres: UK regional theatre complex operating multiple performance spaces (Crucible, Lyceum, Studio) under one organisation. Highly comparable multi-venue regional theatre model with a similar mix of producing and hosting touring work.
• Chapter Arts Centre: Cardiff-based multi-disciplinary arts centre presenting theatre, film, and live performance with a comparable council-supported, community-engaged operating model. Directly comparable as a Welsh venue offering mixed live performance programming.
• Mayflower Theatre (Southampton): Large UK regional receiving theatre hosting major touring musicals, drama, comedy, and pantomime. Comparable as a regional venue competing for the same touring product that Theatrau Sir Gar books.
• Lyric Theatre (Belfast): Northern Ireland's principal producing theatre, presenting drama, musicals, comedy, and family work. Comparable as a UK-region producing-and-receiving theatre with a similar scale and programming breadth.
• Birmingham Repertory Theatre: Long-established UK producing theatre presenting drama, musicals, and family work including pantomime. Operates a comparable producing-and-presenting model with touring partnerships and community engagement programmes.

Others

• Ticketsolve: Ticketing platform provider whose software powers Theatrau Sir Gar's online box office. Comparable as the technology infrastructure that many comparable small-to-mid UK regional theatres rely on for ticketing, gift cards, and box-office operations.
• Imagine Theatre: The UK's leading pantomime producer and named strategic partner of Theatrau Sir Gar for three consecutive years. Not a venue peer but the most relevant production-supply relationship, comparable as the upstream supplier of Theatrau Sir Gar's flagship annual pantomime product.

Broad incumbents

• Wales Millennium Centre: Wales's flagship national arts venue in Cardiff Bay, hosting large-scale touring theatre, musicals, and opera. Comparable as a Welsh live-performance venue but operates at materially larger scale and broader portfolio scope than Theatrau Sir Gar.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TheatrauSirGar
• YouTubeyoutube.com/user/CarmsTheatres
• Facebookfacebook.com/TheatrauSirGar
• LinkedInlinkedin.com/company/theatrau-sir-gar

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Theatrau Sir Gar