Foreword from Cllr. Hazel Evans, Cabinet Member for Regeneration, Leisure, Culture, and Tourism

As we embark on this new strategic journey for CofGâr, it is my pleasure to introduce our ambitious plan for the next decade. This strategy sets the direction for CofGâr, building on an extraordinary period of development and change. By 2034, CofGâr will have taken another leap forward, operating people-centred and modernised museums.

Our vision is to have Carmarthenshire’s community-focused local museums at the forefront of change, sustainability, collection care, and accessibility in Wales. Throughout the life of this plan, as we bring together expertise to care for and grow public understanding of collections, we sharpen our focus on creating opportunities for people at all stages of life to participate, discover, and enjoy all that their local museums can offer.

This strategy prioritises enhancing sustainability by contributing to the local visitor economy, expanding learning and skills opportunities for underrepresented audiences, and incorporating sustainable development principles into all activities. Museum improvements are essential to achieving these goals, and this plan outlines our commitment to improving the quality of the visitor experience, accessibility, and standards of collections preservation.

The CofGâr Strategic Plan embodies our vision that museums are central to caring, constructive, and creative communities. Museums preserve our heritage for future generations and in doing so help build our sense of identity. Museums present narratives of our successes, adversities, and myriad experiences to create environments where we can reflect, learn, and develop. And museums inspire progress by sparking innovative ideas, demonstrating sustainable practices, and celebrating diversity and inclusion.

The effectiveness of this strategy relies on the implementation of these values by our staff, volunteers, partners, and communities. Together, we will ensure that CofGâr museums remain esteemed institutions of pride and inspiration, contributing to the cultural heritage of Carmarthenshire for future generations.

Approved 19 November 2024

This plan sets the direction for CofGâr, building on an extraordinary period of development and change. By 2034, CofGâr will have taken another leap forward, operating people-centred and modernised museums.

This Strategic Plan sets out our 10-year objectives with a 5-year action plan, and financial projections for a 2-year rolling adjustment process.

CofGâr manages Carmarthenshire Museum, Museum of Land Speed, Dylan Thomas Boathouse, Parc Howard Museum, and Kidwelly Industrial Museum. Our name, CofGâr, tells of our role in creating a sense of belonging and a place of togetherness. The collections we care for represent chapters in Carmarthenshire’s story.

Our previous strategy, initiated in 2017, spans a period up to 2024 marked by significant changes across several of our museums. Notably, the years from 2019 to 2023 have been among the most active in the museum service’s history, driven in part by global events. This Strategic Plan highlights some of the incredible developments that have occurred.

• We teamed up with the Tywi Gateway Trust to create Carmarthenshire Museum and the Bishop’s Park. Restored and reopened in 2021, the park and old Bishop’s Palace now thrive as an award-winning destination.
• Construction at Carmarthenshire Museum persisted through the pandemic, enhancing visitor access, ensuring the building is protected from the elements, and establishing improved conditions for the collections. The renovation of the visitor entrance, shop, and two galleries set a benchmark for future enhancements.
• The Museum of Speed was demolished in 2018, and in May 2023, the new Museum of Land Speed opened. This modern museum uses interactive exhibits and audio-visual displays in storytelling. It is based on principles of economic, social, and environmental sustainability, setting a standard for future museums.
• Parc Howard Museum reopened in December 2023 after two years of major restoration and accessibility upgrades. The museum now emphasises inclusion, is family-friendly, and highlights the captivating stories of Llanelli’s people.

• The Llanelli Pottery Stories  project pioneered co-curating at Parc Howard Museum, to reimagine the unrivalled pottery collection through people’s stories. Changes we made to how services are delivered at Parc Howard from 2017 to 2019 increased average annual visits by over 70% when compared with the previous three years.
• Our Great Places: Llanelli  project collected community voices into an attractive place brand storybook and graphic identity for Llanelli, which provided the framework for the Parc Howard Museum refit. 
• Our collaboration with the National Gallery Masterpiece Tour  (2021-2023) brought famous artworks to Carmarthenshire, allowing us to showcase our collections innovatively and connect with new audiences. This led to record-breaking visits. A survey revealed that 80% of visitors felt an increased sense of well-being and 98% rated their visit as 'excellent' or 'good'.
• In 2021, the renowned last portrait of Dylan Thomas, painted in Laugharne by Gordon Stuart, was acquired from the artist’s estate by the authority for public exhibition.  

• At Carmarthenshire Museum and Parc Howard Museum, 12 collection storerooms were renovated, refitted, and reorganised to enhance environmental and security standards. Additionally, an external storage facility was leased and modified to offer superior security and climate control.
• In readiness for the construction activities at the museum, a comprehensive audit was conducted on more than 2,400 boxes and 2,150 items including paintings, furniture, stone monuments, as well as collections from social and natural history. These items were meticulously wrapped, moved with care, logged, and monitored throughout the process.
• More than 190 artefacts underwent thorough evaluation, with 34 of them receiving specialised conservation treatment in anticipation of the opening of the new Museum of Land Speed.
• Extensive conservation efforts were dedicated to 12 natural history exhibits, 11 traditional baskets, 71 social history items, protest banners from Llangyndeyrn, curtains from the Dylan Thomas Boathouse, 43 pieces of Llanelly Pottery, and six oil paintings.
• A total of 5,100 object records were digitised, and 43,054 records were transferred to a bilingual collections management system. Between 2017 and 2023, 416 artefacts were accessioned. Additionally, over 4,000 object records were audited, photographed, and updated.

• Assessments of buildings, ecology, and collections conducted in 2022-23 at Kidwelly Industrial Museum have contributed to understanding long-term future possibilities.
• Digital infrastructure initiatives have revolutionised how museums can utilise digital technology to enhance work processes, learning experiences, and engagement with the public.
• We became CofGâr through an engaging process that highlighted the significance of a sense of place to the community. The name was chosen by the community. Our brand identity, voice, and online presence were developed.
• The restructuring has allowed the service to increase full-time equivalent staff by 280%, from 4.75FTE in 2017, to 18FTE at the beginning of this strategic plan in 2024.
• Moreover, in 2023, the Dylan Thomas Boathouse was transferred to CofGâr as part of a restructuring initiative, resulting in a 50% staff increase across the service. 

• Our staff, volunteers and local supporters
• Our Councillors 
• Friends of Parc Howard Museum Llanelli
• Friends of Carmarthenshire Museum 
• Tywi Gateway Trust
• Llanelli Town Council
• Welsh Government’s Culture Division
• National Lottery Heritage Fund
• ArtFund
• Esmée Fairbairn Collections Fund managed by the Museums Association
• Federation of Museums and Galleries in Wales
• The National Gallery 
• Visit Wales
• European Regional Development Fund (ERDF) as part of the Welsh Government’s Tourism Attractor Destination Scheme
• Association of Independent Museums
• Group for Education in Museums
• Amgueddfa Cymru
• Kids in Museums
• The Kidwelly Heritage Centre and Tinplate Museum Trust 
• And to the kind generosity of everyone who has donated objects to the museums’ collection.

Our CofGâr vision is to have community-focused local museums at the forefront of change, sustainability, collection care, and accessibility in Wales.

Our mission is to preserve, present, and progress.

By 2034, visitors will have the opportunity to explore both historic and contemporary museum galleries featuring updated content. Adopting a people-centred strategy, we will design and refine the museum experience through public participation and collaboration, ensuring our relevance and accessibility to the communities we serve.

Our dedication to caring for collections, people, and the environment drives us to adapt and evolve, aiming for a positive influence in these areas. We will continually grow our understanding of museum collections to use, care, and preserve them more effectively.

Our museums will be inspiring and creative spaces offering lifelong learning programmes, allowing individuals at every stage of life to participate, discover, enjoy, and feel well. Young people will be our primary focus, as they represent both the present and future, and should be included in decision-making processes.

Operationally, we strive for exceptional economic value and aim to create an outstanding and considerate visitor experience. We anticipate a higher number of visitors to our museums than ever before; however, this increased activity requires energy. Therefore, we will implement plans for new models of service delivery that minimise harmful energy consumption. Additionally, we will use our collections creatively, leveraging historical evidence and adapting our practices, to understand and mitigate our environmental impact.

This plan outlines a 10-year vision with a framework designed for the next five years. It will be subject to annual reviews and updates to account for evolving domestic and global economic, political, social, and environmental conditions.    

Our commitment to ongoing improvement, even through difficult and uncertain periods, reveals our true character. It is remarkable to have three museum construction and improvement projects during pandemic lockdowns, while also preparing to take over the management of another attraction and increasing our staff numbers at a time when cultural services across Wales are being reduced. With this same determination, we aim to establish the best local museum service in Wales for Carmarthenshire, and our accomplishments so far indicate that we are well equipped to succeed. 

People
Museums serve both the local community and tourists, addressing diverse needs throughout different stages of life. As Carmarthenshire's population grows, the average age of its residents is also increasing. The region faces various challenges, including high childhood obesity rates and lower life expectancy. The 2021 Census data revealed a slight decline in the number of young people in Carmarthenshire over the past decade, highlighting the difficulty of retaining younger residents. Factors such as career opportunities in rural areas and service accessibility contribute to this trend.

As Carmarthenshire's demographics shift, we need to adapt by better understanding our audiences. Examples from UK museums facing similar demographic changes show success in providing heritage skills training to enhance education, improve job skills, and develop diverse future tourism leaders. This shows the potential of museums as agents of social change when embedded in regional strategy. 

Tourism in Carmarthenshire is thriving, with 3.46 million visitors in 2022 . However, the challenge of rising costs for households and businesses and poor weather affects everyone, from local enterprises to international visitors and day-trippers. People have less disposable income for leisure activities, making it vital that every visit to our museums is meaningful. This is why we are committed to ensuring our museums offer accessible and inclusive services.

Travelling to our group of museums can be difficult. Located in picturesque, often rural areas, some lack frequent public transport or nearby parking facilities. Where possible, we will make positive changes to encourage active travel and increase accessibility; where it’s not feasible, we will move activities online and into the community.

Culture and Learning

As the Welsh Government's Culture Strategy for Wales undergoes consultation, there is national recognition of the significant role arts, culture, and creativity play in fostering a healthy, empowered, and engaged society. The role of the Welsh language in contemporary culture and the social and economic benefits of bilingualism are key factors shaping how our museums strive to create an accessible and inclusive learning offer.

As the county’s museum service, we recognise that communities in northern and eastern Carmarthenshire are both geographically distant and underrepresented in our collections. By extending our programme to these areas through the CofGâr brand, we aim to celebrate and preserve and present the county’s rich linguistic and cultural heritage.

Museums are essential for understanding our world, offering engaging spaces to learn about ourselves and others. Public engagement is the essential ingredient for understanding the value and significance of collections to diverse communities and keeping our practices relevant with solid plans. This includes taking anti-racist actions, explaining complex histories, honestly recounting the past, and celebrating our society's diversity.

We are in a unique position to provide schools with various enriching educational experiences about the concept of cynefin  and Black, Asian, and minority ethnic community histories . These play a crucial role in shaping our identities and promoting well-being and happiness. By following this direction, we can expand our educational services to offer lifelong learning opportunities, as research clearly links education with improved health and life expectancy. Additionally, we can highlight the positive impacts of volunteering at all life stages and advocate for the health and well-being benefits that come from museum visits.

Economy and Finance
Museums play a pivotal role in boosting economic growth through tourism, exemplified by the Pendine Attractor project. In 2023, Carmarthenshire's tourism generated almost £683 million, following a steady rise since 2011. Staycations remain popular, and CofGâr’s museums offer year-round, all-weather attractions that promote spending, create jobs, and enhance the area's appeal. Tourism experts support these efforts by continuously attracting new audiences to the county's museums. 

However, with the UK economy expected to stagnate, public sector budgets and household incomes will be tight. Our museums must focus on financial sustainability. The cost-of-living crisis makes commercialisation tough, and estate limitations restrict income diversification. We'll tackle these challenges with creative solutions to reduce taxpayer burden. Collaborating as a unified team for Carmarthenshire County Council enables us to engage with new customers. We have already partnered with the Registrar’s department to provide ceremonies and celebrant services within museums.

We acknowledge there remains a need for major museum improvements, to the front-facing customer offer and vital support functions. Overcrowding in collection stores remains a consistent problem, worsened by downsizing of local authority estates leading to an influx of items into museum storage. Given the current economic climate, substantial financial backing for new capital projects seems unlikely. With inadequate space to accommodate current and future collections, it is imperative that we thoroughly assess all possible options.

Carmarthenshire County Council's past investment in heritage and culture will assist discussions with funders. However, limited grant options for local authority museums and internal competition for match-funding requires the CofGâr brand to present a compelling case for support. Spending more time on fundraising will lengthen project timelines and increases risk of rising costs.

Technology
The evolution of digital technologies is reshaping how people interact with cultural institutions, and the pivoting to online that many museums achieved during the pandemic has made museum visits appear optional. Although CofGâr is designed for in-person visits and currently lacks the systems, resources, and expertise to develop a full digital museum experience, virtual and 360° tours are a practical starting point. They also serve as a bridge to digital storytelling projects created with communities located far from museums. These digital tools can enhance accessibility and bolster Carmarthenshire’s place brand.

As we can access high-quality cultural content globally from our homes, museum exhibit design is integrating extended reality tech from the entertainment sector to enrich the experience with actual artifacts, thereby making it more imaginative and sensory-engaging. In our efforts to revitalise museum exhibits, CofGâr can utilise this technology to offer visitors a more personal and immersive experience.
Some of these technology trends may highlight the importance of creating places for social interaction.

Museums are increasingly seeing themselves as venues for social engagement, activities, and experiences that can help alleviate loneliness. This provides an opportunity to examine exhibitions and programmes to identify themes that cater to people with common needs and interests, such as new parents, those experiencing grief, religion and belief, and issues of image and identity.

These trends indicate that museums should adopt a consumer-centric approach, emphasising the importance of relationship management to support visitors in defining their identities and preferences. Although this shift demands substantial system resources, offering personalised programmes and promotions has the potential to help our museums remain relevant and meaningful, and deepen engagement through repeat visits.

Our guiding principles are consistent with the Council's Digital Transformation Strategy. We aim to provide online access to services and information for people and support our staff in utilising digital solutions that enhance service quality and cost-effectiveness. Leveraging new and existing technologies to make museums accessible in innovative ways should drive our decisions and priorities. 

Climate
Carmarthenshire County Council’s Net Zero Carbon by 2030 commitment is an ambitious and pragmatic change programme, influencing a broader set of actions carried out by Council services. The Museum of Land Speed, built to passive principles, models how new-build museums can be designed to reduce operational carbon. The museum estate is otherwise listed historic buildings converted to museum use. Any future museum development ambitions will reuse and adapt existing buildings, making the case for sustainable approaches to energy and resource use.

Changes to how we behave and operate are our priority because these will immediately reduce our impact. And thinking beyond the museum, we will adopt a wider view on how we manage and use our land to improve habitats for native species, learning and community involvement, leisure, storytelling and ecological stewardship.