0:00:03 > 0:00:05The British countryside.
0:00:06 > 0:00:10With green valleys, wild mountains, rolling farmlands and forests,
0:00:10 > 0:00:15the landscape is as diverse as it is beautiful.
0:00:15 > 0:00:19Many dream of escaping to the simple country life.
0:00:19 > 0:00:25But for those who live in rural Britain, it's a different story.
0:00:25 > 0:00:28Traditional industries are in decline and across the land
0:00:28 > 0:00:33local shops, pubs and farms, the very cornerstone
0:00:33 > 0:00:35of country life, are closing at an alarming rate.
0:00:35 > 0:00:38It just seems that the heartbeat of our
0:00:38 > 0:00:43green and pleasant land is fast disappearing.
0:00:44 > 0:00:46This was a really vibrant shopping street
0:00:46 > 0:00:51and now we've got one pub left and that's it.
0:00:51 > 0:00:56You need to keep these places safe and secure for our children to come and enjoy.
0:00:56 > 0:01:01The one thing the countryside has going for it is the people who call it home.
0:01:01 > 0:01:06But what if locals were able to take matters into their own hands and
0:01:06 > 0:01:10what if groups of volunteers were given a load of money to turn
0:01:10 > 0:01:15their dreams into realities and put the spirit back into their communities?
0:01:15 > 0:01:17We're only going to succeed in this project
0:01:17 > 0:01:21if we involve as many people from the community as possible.
0:01:21 > 0:01:22Good service. Want good service.
0:01:25 > 0:01:31With just 12 months to pull it off, putting their villages back on the maps is not going to be easy.
0:01:31 > 0:01:36- I just know that we're going to have battles every step of the way.- Hmm.
0:01:36 > 0:01:38I have no building experience whatsoever.
0:01:38 > 0:01:40What a shambles.
0:01:40 > 0:01:44But the results might just be spectacular.
0:01:44 > 0:01:48It's the biggest chance we've ever had to do something amazing.
0:01:50 > 0:01:51Well done.
0:01:53 > 0:01:55It's a big ask but it could work.
0:02:18 > 0:02:21When the village of Myddfai has to demolish its past to secure its future...
0:02:21 > 0:02:25This is a village that needs to keep its traditions. Isn't it?
0:02:25 > 0:02:29It's over to you guys whether it's a success or not in the long term.
0:02:29 > 0:02:32..can a traditional community come to terms with change?
0:02:32 > 0:02:35Or will it pull them apart?
0:02:35 > 0:02:37Explain to people, explain what's going on.
0:02:37 > 0:02:42If I've been seen as the representative of change, so be it.
0:02:44 > 0:02:48Hidden within the shadows of the Brecon Beacons
0:02:48 > 0:02:54lies the tiny traditional Welsh village of Myddfai.
0:02:54 > 0:02:59With a 1,000-year history, rich in folklore and legend,
0:02:59 > 0:03:0440 years ago, it was the centre of a thriving community.
0:03:04 > 0:03:07Now, it's struggling for survival.
0:03:08 > 0:03:11Myddfai has lost all its amenities.
0:03:11 > 0:03:14And with no job opportunities here besides farming,
0:03:14 > 0:03:18the village's population is now just 82.
0:03:20 > 0:03:23There was big families here, the place was full,
0:03:23 > 0:03:26heaving, everybody enjoyed it.
0:03:26 > 0:03:29Now we've lost them all. You hardly see anybody.
0:03:29 > 0:03:34You wake up one day and you think, gosh, we've lost so much.
0:03:34 > 0:03:38I mean, Myddfai is just haemorrhaging away
0:03:38 > 0:03:40unless we do something about it.
0:03:47 > 0:03:50It's incredibly quiet here.
0:03:50 > 0:03:53It's sort of lifeless, really.
0:03:53 > 0:03:56It's actually really rather sad.
0:03:56 > 0:04:01The next generation that should have kept Myddfai alive has steadily moved away.
0:04:01 > 0:04:05with devastating consequences on the village,
0:04:05 > 0:04:08and the older generation they have left behind.
0:04:08 > 0:04:13The way it has changed in the last 40 years, you'd hardly believe it was possible to change.
0:04:13 > 0:04:19For instance, first of all the smithy stopped being a smithy really in the '50s.
0:04:19 > 0:04:22So that would have started changing.
0:04:22 > 0:04:26Then the carpenter kept going until probably the '70s and '80s, that went.
0:04:26 > 0:04:30The pub has closed, that's a big knock to the area, especially to the youngsters.
0:04:30 > 0:04:33They loved coming there on the Friday night.
0:04:33 > 0:04:36It was heaving there and it was lovely to see.
0:04:36 > 0:04:40Everybody enjoying it and putting the world in its place.
0:04:40 > 0:04:44The turning point in the village was the closing of the shop.
0:04:44 > 0:04:48Mrs Richards went old and nobody wanted to take the shop on.
0:04:48 > 0:04:50Closing the petrol pumps.
0:04:50 > 0:04:53Then came, very sadly, closed the school.
0:04:53 > 0:04:57- Where are the children? - At the seaside.
0:04:57 > 0:05:02You know, when you close the school, you lose everybody, don't you?
0:05:02 > 0:05:04SPEAKS WELSH
0:05:04 > 0:05:06If you lose the young people, all of a sudden, 20, 30 years
0:05:06 > 0:05:09down the line, you've lost a community,
0:05:09 > 0:05:13you've lost 50, 60 people who should be here at the moment.
0:05:13 > 0:05:15They've moved on.
0:05:15 > 0:05:18So, unless we can allow the youngsters to come back
0:05:18 > 0:05:24and live here, it could decline into an old age pensioners' village.
0:05:26 > 0:05:33Myddfai has a rich and colourful past but right now it's dead, really.
0:05:33 > 0:05:38It needs a beating heart back in it to regenerate it for the future
0:05:38 > 0:05:41because without that,
0:05:41 > 0:05:46I think there's a danger it just ends up a massive retirement home.
0:05:49 > 0:05:55Ironically, the key to securing the village's future could lie in its past.
0:05:55 > 0:06:00An ancient local legend tells of how, 1,000 years ago,
0:06:00 > 0:06:04in a lake above the village, a mythical lady rose from the waters.
0:06:04 > 0:06:08Her son became the first Physician of Myddfai.
0:06:08 > 0:06:12The area became world-famous amongst medical herbalists.
0:06:12 > 0:06:16The village flourished as a centre of excellence for herbal medicine for centuries.
0:06:16 > 0:06:21People think it's a legend. It's not a legend. It was facts.
0:06:21 > 0:06:24Emmlyn Morgan has farmed here his whole life.
0:06:24 > 0:06:29They did cure people. That was the only medicine available for people.
0:06:29 > 0:06:32They were known all over the world.
0:06:32 > 0:06:37- So actually Myddfai really was once on the map in a big way? - Yes, of course.
0:06:37 > 0:06:42There's no other village I know of that can be proud of their physicians
0:06:42 > 0:06:47and they're proud of their history.
0:06:50 > 0:06:54A group of locals believe setting up a business making products
0:06:54 > 0:06:56inspired by this tradition
0:06:56 > 0:06:59could generate jobs in the village, and a reason for tourists to come here.
0:07:02 > 0:07:05The man spearheading this plan is Hugh Davies.
0:07:05 > 0:07:08Since he retired here from the Midlands,
0:07:08 > 0:07:11he's been deeply affected by the village's plight.
0:07:11 > 0:07:16Myddfai is a beautiful historical village with a huge tradition
0:07:16 > 0:07:19and the custodians of both the landscape around us
0:07:19 > 0:07:22and this little community have been here many generations.
0:07:22 > 0:07:27It would make me feel very sad for it to gradually go into complete decline
0:07:27 > 0:07:31or just become a holiday home centre entirely.
0:07:31 > 0:07:35The opportunities for economic regeneration
0:07:35 > 0:07:37and for social regeneration
0:07:37 > 0:07:39will get more and more distant.
0:07:39 > 0:07:44Myddfai needs now to find a new way forward, another future.
0:07:44 > 0:07:49Currently the only meeting place for locals is their quaint village hall.
0:07:49 > 0:07:51But there's a problem!
0:07:51 > 0:07:56The kitchen has been condemned, and the rest of the building is in a terrible state.
0:07:56 > 0:08:00These days, it doesn't quite pull in the locals as much as it should.
0:08:04 > 0:08:07Hugh's not alone in his passion to change things.
0:08:07 > 0:08:10The village currently has very little to offer local mum, Lesley,
0:08:10 > 0:08:12and her children.
0:08:12 > 0:08:18Our particular village, the village hall is so important as there isn't anywhere else to meet.
0:08:18 > 0:08:23Welsh culture traditionally has singing festivals or plays,
0:08:23 > 0:08:26that's very much our culture and it would be great
0:08:26 > 0:08:30to bring them back here but this hall is really depressing and cold.
0:08:30 > 0:08:33Nobody wants to come here any more so that's why it's so important to us.
0:08:33 > 0:08:38As well as starting up a business, Hugh intends to give the locals
0:08:38 > 0:08:41a building, the likes of which they have never seen before!
0:08:43 > 0:08:47What we want is to replace the old village hall with something bigger.
0:08:47 > 0:08:52A village hall plus, if you like, so that the community themselves
0:08:52 > 0:08:56will find that they've got a facility that they can do things in.
0:08:56 > 0:08:59At the moment, they can't imagine.
0:08:59 > 0:09:03To make all this happen, it will take a lot of money.
0:09:03 > 0:09:05But fortunately, Myddfai just hit the jackpot!
0:09:05 > 0:09:081,2,3.
0:09:08 > 0:09:10CHAMPAGNE CORK POPS AND CHEERING
0:09:11 > 0:09:15They have been awarded a grant for £430,000 from the Big lottery Fund
0:09:15 > 0:09:18as part of a scheme to boost rural communities.
0:09:21 > 0:09:26The village can now go ahead with the building on which all of its hopes of regeneration now hang.
0:09:26 > 0:09:30The shop will be a platform for local products and artists.
0:09:31 > 0:09:34Visitors will be able to learn about the area's rich history
0:09:34 > 0:09:37over a cup of herbal tea.
0:09:39 > 0:09:44An auditorium will give the village a new space to gather in.
0:09:44 > 0:09:48The rest of the money will help set up a village trading company.
0:09:48 > 0:09:53As part of the grant, the village must employ outside help.
0:09:53 > 0:09:55And they think they've found just the woman for the job.
0:10:09 > 0:10:14Tory Councillor Jo Gideon is giving up the bright lights of Thanet,
0:10:14 > 0:10:17to spend one year living and working in Myddfai.
0:10:17 > 0:10:19It's the most fantastic opportunity.
0:10:19 > 0:10:26If I could write my own ideal job spec, it would be "Set up a business.
0:10:26 > 0:10:29"Help rural regeneration." Who wouldn't say yes to that?
0:10:29 > 0:10:33Not only is Jo a successful businesswoman, but as a local politician,
0:10:33 > 0:10:36she has been a driving force in the regeneration of Thanet,
0:10:36 > 0:10:39one of the most deprived areas of Britain.
0:10:39 > 0:10:43Helping communities to develop and everything really matters to me.
0:10:43 > 0:10:46Whether it's in Thanet or Wales, actually the key thing
0:10:46 > 0:10:50is about helping people to improve their circumstances.
0:10:50 > 0:10:54That's what drives me.
0:10:54 > 0:10:58Jo thinks she knows exactly how to reverse the village's decline.
0:10:58 > 0:11:01To really turn it around, Myddfai needs a brand
0:11:01 > 0:11:05that pulls together everything that happens there, all the values of the community.
0:11:05 > 0:11:09It needs this destination brand that actually will bring people,
0:11:09 > 0:11:14new people, new blood to Myddfai. And the world will know where we are.
0:11:14 > 0:11:17Jo might have been a political hit in Kent.
0:11:20 > 0:11:23But can she come up with a rousing speech
0:11:23 > 0:11:28to rally a small Welsh village behind her?
0:11:28 > 0:11:31Jo has moved to the depths of the Welsh Countryside,
0:11:31 > 0:11:34and is adjusting to her new surroundings.
0:11:34 > 0:11:38Jo's plan to develop a village brand is going to be especially tough,
0:11:38 > 0:11:41given that here in Myddfai,
0:11:41 > 0:11:45branding is something farmers do to their sheep.
0:11:45 > 0:11:50They don't yet see it because they don't quite understand what branding is, even,
0:11:50 > 0:11:56but I see it very clearly that it's a fantastic opportunity.
0:11:56 > 0:12:03My vision is to produce a Myddfai herb and beauty product range based on the physicians of Myddfai.
0:12:03 > 0:12:07We'll have things like teas, beauty products, culinary herbs.
0:12:07 > 0:12:10And also, there are lots of craftspeople in the village
0:12:10 > 0:12:14so we'll be able to incorporate local crafts within the Myddfai brand.
0:12:18 > 0:12:22It's a big challenge for anyone to set up a new business,
0:12:22 > 0:12:26but in a small rural community it's going to be even tougher.
0:12:26 > 0:12:29Jo will have to be focused and aware.
0:12:29 > 0:12:32A ruthless and tough approach may work in a city,
0:12:32 > 0:12:37but in a small village, she's going to have to tread very carefully.
0:12:37 > 0:12:42A world apart from her life in Kent, this country cottage will be Jo's home for the next year.
0:12:44 > 0:12:46Hello, hi. Nice to meet you.
0:12:46 > 0:12:49Hi. Come on in.
0:12:50 > 0:12:53- This is gorgeous. - This is a very special place.
0:12:53 > 0:12:56Kind of surrounded by all the natural herbs and things
0:12:56 > 0:13:00that are what this project is all about.
0:13:00 > 0:13:05I'm really lucky to have found this and in the heart of the village,
0:13:05 > 0:13:08- which is what it's all about.- Great.
0:13:08 > 0:13:13- This is the nicest boardroom I've ever sat in, I have to say.- And me!
0:13:16 > 0:13:22Today, Jo is on a mission to find out what Myddfai can make for her village brand.
0:13:22 > 0:13:26Jo has found the perfect opportunity to road-test the brand
0:13:26 > 0:13:29on the public - the Royal Welsh Show.
0:13:30 > 0:13:34It's Europe's biggest agricultural event. And it's in just three weeks' time.
0:13:34 > 0:13:40Jo's asked local crafters to come up with products they think will be hot sellers.
0:13:40 > 0:13:45The grand prize, the chance to sell through Myddfai's brand.
0:13:47 > 0:13:50Lesley has a part-time job 15 miles away.
0:13:50 > 0:13:56So as a mum, it would be a great opportunity for her to work closer to home.
0:13:56 > 0:14:00She's been busy developing a range of soaps.
0:14:00 > 0:14:02- Have a smell. - They look good enough to eat!
0:14:02 > 0:14:05Cupcake-shaped - they might want to eat them!
0:14:05 > 0:14:08Oh, wow. So how many kits will you be able to make?
0:14:08 > 0:14:12Probably only about 25 at the moment.
0:14:13 > 0:14:17I can make a product that someone's willing to pay for.
0:14:17 > 0:14:20That in itself is actually an achievement.
0:14:20 > 0:14:23Not everybody can say they've done that, which is quite nice.
0:14:23 > 0:14:26Someone would pay money for something that you've made yourself.
0:14:26 > 0:14:32Jo is quickly finding that Myddfai's crafters are not used to working to deadlines,
0:14:32 > 0:14:35and are more accustomed to working at their own pace.
0:14:38 > 0:14:41Jo's call to arms is getting some highly skilled crafters,
0:14:41 > 0:14:45like 75-year-old John, to dust down his tools.
0:14:47 > 0:14:50Well, it was my full time work until I retired.
0:14:50 > 0:14:51Now it's just a hobby, yes.
0:14:53 > 0:14:57So, I don't... I don't charge for my time.
0:14:57 > 0:15:01John's wife Carol has been seeing a lot less of him recently!
0:15:02 > 0:15:05He was more or less your classic retired person -
0:15:05 > 0:15:07you know, a bit of gardening,
0:15:07 > 0:15:09wishing the pub was still open,
0:15:09 > 0:15:12watching the telly, and all of that.
0:15:12 > 0:15:15And now there's so much to do.
0:15:15 > 0:15:20I used to ask Carol, I'd say, "What's on the agenda today?"
0:15:22 > 0:15:27If anybody is a little bit frightened at the pace of entrepreneurial activity,
0:15:27 > 0:15:30now's the time that they'll feel it
0:15:30 > 0:15:32because everybody knows that it has to be ready,
0:15:32 > 0:15:36and there's a lot of work between now and then to make that happen.
0:15:36 > 0:15:39I'm pretty nervous.
0:15:39 > 0:15:42Everything's happening so quickly.
0:15:42 > 0:15:44It's a real experience.
0:15:44 > 0:15:46Fun but frightening.
0:15:46 > 0:15:49First on my list today is Sue.
0:15:49 > 0:15:52Sue is doing the quilting kits
0:15:52 > 0:15:54and mobile phone holders.
0:15:55 > 0:15:57I think she's a little bit apprehensive
0:15:58 > 0:16:02because I think she's finding the quantities a bit daunting.
0:16:03 > 0:16:07I'm actually making up 50.
0:16:08 > 0:16:11Obviously we're hoping to sell all of them at the Royal Welsh, but...
0:16:12 > 0:16:14That's the thing -
0:16:14 > 0:16:17are we going to sell all of them, or be left with them all?
0:16:17 > 0:16:18Hi, Sue?
0:16:18 > 0:16:21Hello! How's it going?
0:16:21 > 0:16:24Last week I thought I was nervous.
0:16:24 > 0:16:25This week I know I am.
0:16:26 > 0:16:29Why? Is there anything in particular that's worrying you?
0:16:29 > 0:16:34I'm actually concerned about whether it's going to, you know, sell.
0:16:35 > 0:16:37We'll just have to wait and see, won't we?
0:16:37 > 0:16:40That's what the Royal Welsh is all about.
0:16:40 > 0:16:43- Finding out what works, and what doesn't.- Yeah.
0:16:46 > 0:16:50With their first deadline looming, Jo has asked the retired folk of Myddfai
0:16:50 > 0:16:53to help out in the village's only meeting space,
0:16:53 > 0:16:55its crumbling hall.
0:16:57 > 0:17:00Jo has brought in a range of dried herbs and teas
0:17:00 > 0:17:03to make sure the village's tradition of herbal healing
0:17:03 > 0:17:06has a 21st century twist.
0:17:06 > 0:17:07I want you to label the jars...
0:17:07 > 0:17:10Recently hired as the project's coordinator,
0:17:10 > 0:17:13Lesley's first job is to make sure everyone pulls their weight.
0:17:13 > 0:17:18You need to try to keep it a bit lower because that's a bit crumpled.
0:17:18 > 0:17:20Sorry, Margaret.
0:17:24 > 0:17:26So, this is tea production down this end.
0:17:26 > 0:17:30Yes, we're packing them into different-sized bags.
0:17:30 > 0:17:33So, this is where you're weighing out your herbs?
0:17:34 > 0:17:38It all looks rather naughty, to be honest. But anyway...!
0:17:38 > 0:17:39THEY LAUGH
0:17:39 > 0:17:41All totally legal!
0:17:41 > 0:17:44'More accustomed to cake making in the WI meetings,
0:17:44 > 0:17:48'the ageing workforce is struggling to meet Jo's targets.'
0:17:49 > 0:17:53I'm getting a little bit stressed because we really don't know
0:17:53 > 0:17:56how successful we're going to be at the Royal Welsh.
0:17:56 > 0:18:01Worst case scenario, we could sell half a dozen jars of tea,
0:18:01 > 0:18:04and the weather could be awful and nobody will turn up.
0:18:04 > 0:18:07I'm getting a little bit on edge.
0:18:07 > 0:18:10With the villagers' hopes of regeneration
0:18:10 > 0:18:14riding on their new village brand, it simply has to succeed.
0:18:15 > 0:18:19We're hoping, obviously, that it will totally rejuvenate the village,
0:18:19 > 0:18:22and bring it back to its former glory.
0:18:23 > 0:18:26It's the day of the Royal Welsh Show.
0:18:26 > 0:18:29With 200,000 visitors expected,
0:18:29 > 0:18:32Jo will soon find out exactly what the public make
0:18:32 > 0:18:35of Myddfai's crafts and herbal products.
0:18:36 > 0:18:40- How big a village are you? - 80 people.- Oh!- So we're tiny. We're absolutely tiny.
0:18:40 > 0:18:44But we punch well above our weight.
0:18:44 > 0:18:47This is the acid test for the first launch of the products.
0:18:47 > 0:18:52Will the people actually put their hands in their pockets and buy our things?
0:18:52 > 0:18:53It's an unbelievable experience,
0:18:53 > 0:18:56coming into a place like the Royal Welsh Show,
0:18:56 > 0:18:58with all these stalls,
0:18:58 > 0:19:02and thinking that my little, humble, pocket things
0:19:02 > 0:19:06are also part of the things on sale.
0:19:06 > 0:19:11But I've absolutely no idea whether any of them have gone at all.
0:19:11 > 0:19:14Sales figures and consumer reaction will help Jo decide
0:19:14 > 0:19:18which products will be developed, and which products will be dropped.
0:19:19 > 0:19:21It's a masculine flavour...
0:19:21 > 0:19:24- Absolutely disgusting. - Is it?- Yeah.
0:19:24 > 0:19:26- Is it really?- It's horrible!
0:19:27 > 0:19:31The herbal teas may need some refining,
0:19:31 > 0:19:35but the beauty products and scented gifts have been a big hit.
0:19:35 > 0:19:42What I like is the smell. You know, the smell of the soaps is just...
0:19:42 > 0:19:45You could eat it! It's fantastic.
0:19:45 > 0:19:47Don't eat it! It's soap.
0:19:47 > 0:19:49I bought a lavender bag, myself,
0:19:49 > 0:19:51which will be very good - keeps the moths away.
0:19:51 > 0:19:56- And she's bought an apron to cook. - Yes, I bought an apron.
0:19:56 > 0:20:01The visitors at the stand may be able to part with a few quid on some herbal soap,
0:20:01 > 0:20:05but it's not going to sustain a business with global aspirations.
0:20:06 > 0:20:10In a month's time, Jo will launch brand Myddfai
0:20:10 > 0:20:14to national and international retailers at Birmingham's NEC.
0:20:14 > 0:20:17But, before she can do that,
0:20:17 > 0:20:19she's going to have to fine-tune the product range,
0:20:19 > 0:20:22and drop the items that just haven't delivered.
0:20:23 > 0:20:26PHONE RINGS
0:20:31 > 0:20:33- Hello?- Hi, Sue.
0:20:33 > 0:20:37- It's Jo.- Hi, Jo. How are you? - I'm fine.
0:20:37 > 0:20:39I just wanted to give you the feedback
0:20:39 > 0:20:41on the number of products sold.
0:20:41 > 0:20:44As you know, we had an awful lot on the stand.
0:20:44 > 0:20:50We only managed to sell one of the seven folders made up, and one kit.
0:20:50 > 0:20:51Oops.
0:20:51 > 0:20:54I think we just need to think
0:20:54 > 0:20:59where the best place to market the products would be.
0:20:59 > 0:21:07Sue is one of two crafters whose products now won't be going to the NEC.
0:21:07 > 0:21:09It's a mixture of disappointment and relief,
0:21:09 > 0:21:15because I honestly did think that if it had been a roaring success,
0:21:15 > 0:21:18I'd be sat behind a sewing machine forever!
0:21:18 > 0:21:22So... And it's a learning experience.
0:21:23 > 0:21:26So, you've just got to take it all on board.
0:21:29 > 0:21:32I've been brought in to help this village regenerate
0:21:32 > 0:21:35through earning as much money as possible through a business.
0:21:35 > 0:21:38Now, if that means that we have to make some tough business decisions,
0:21:38 > 0:21:40then that's what we're going to have to do.
0:21:40 > 0:21:42People need to understand that.
0:21:45 > 0:21:48It may seem harsh, but Jo's hard-nosed approach
0:21:48 > 0:21:52has built a remarkable product range from scratch in just three months.
0:21:52 > 0:21:57But if the trading company is to secure big money orders
0:21:57 > 0:21:59from high street retailers,
0:21:59 > 0:22:02they're going to have to make sure every item relates
0:22:02 > 0:22:04to Myddfai's unique selling point.
0:22:08 > 0:22:13The next plan is to take a stand at the NEC in Birmingham,
0:22:13 > 0:22:18which is a huge exhibition, and what are you going to be taking there?
0:22:18 > 0:22:21We've selected the best sellers, basically.
0:22:21 > 0:22:28Things that fit very nicely into the theme of the herbal traditions.
0:22:28 > 0:22:30The story of the physicians is so strong,
0:22:30 > 0:22:34you should just keep on - that's your marketing line, in a way.
0:22:34 > 0:22:37The story of the herbs is what gets people to Myddfai.
0:22:38 > 0:22:41Yes, and that has to be clear and exciting.
0:22:42 > 0:22:45While Jo has focused on building the village brand,
0:22:45 > 0:22:48Hugh has been busy, too.
0:22:48 > 0:22:53After months of red tape, he has finally got the green light to start the build.
0:22:53 > 0:22:56I have a three-dimensional model of your new hall,
0:22:56 > 0:23:01- which might make it a bit easier to visualise.- That's great.
0:23:01 > 0:23:05I don't know if you know, planning permission has been approved.
0:23:05 > 0:23:06- Ooo!- Oh, wow!
0:23:06 > 0:23:09Fantastic, isn't it?
0:23:09 > 0:23:10Wonderful.
0:23:10 > 0:23:12Absolutely superb.
0:23:12 > 0:23:16It's going to be beyond any dream I'd ever hoped.
0:23:16 > 0:23:21At last we have planning permission and need to get rid of the old hall. Down it'll come,
0:23:21 > 0:23:25and as soon as we've got that down then we're ready to go,
0:23:25 > 0:23:29and the contractors will move in and start digging.
0:23:29 > 0:23:30We've got a lot to do in a very short time.
0:23:30 > 0:23:32It doesn't look possible, but we'll get there.
0:23:33 > 0:23:38The old hall is due to be demolished in just a few days' time.
0:23:38 > 0:23:41There is now huge pressure on the trading company
0:23:41 > 0:23:45to deliver enough sales to make sure the new hall is a success.
0:23:46 > 0:23:52Jo and project co-ordinator Lesley are at the NEC Autumn Fair,
0:23:52 > 0:23:56to pitch their brand directly to some of Britain's biggest high street buyers.
0:24:04 > 0:24:07With 2,5000 independent retailers
0:24:07 > 0:24:10competing for business, competition is fierce.
0:24:12 > 0:24:15Yep, ready for action. Raring to go!
0:24:15 > 0:24:18We've got to try and convince them that our brand is going to be big,
0:24:18 > 0:24:20and they need it in their shops.
0:24:20 > 0:24:24This brand has definitely got world potential.
0:24:24 > 0:24:30I mean, everybody who's seen it has said it's absolutely superb.
0:24:30 > 0:24:34So, hopefully we should start doing some serious talking
0:24:34 > 0:24:36in the next few minutes.
0:24:36 > 0:24:38- Are you gift shop, or... - Yes, from Wales.
0:24:38 > 0:24:41From Wales? Fantastic!
0:24:41 > 0:24:46Smaller Welsh retailers are quick to embrace the Myddfai brand.
0:24:46 > 0:24:47This is absolutely brilliant.
0:24:47 > 0:24:50It's one of the best Welsh product stands that I've seen.
0:24:50 > 0:24:52Wonderful to hear, isn't it?
0:24:52 > 0:24:54Fantastic! Thank you very much.
0:24:54 > 0:24:58The more lucrative market from England is proving harder to crack.
0:24:59 > 0:25:02Yeah, I'm a branding person, basically.
0:25:02 > 0:25:04Do you like our brand?
0:25:04 > 0:25:06- No. It's unpronounceable. - Right.
0:25:06 > 0:25:10- But it's a village, it's Myddfai... - I don't care what your village is.
0:25:10 > 0:25:13If you want to go outside Wales, that's a very hard name to say,
0:25:13 > 0:25:15and I'm not sure I'd even want to say it,
0:25:15 > 0:25:18and that's a huge disadvantage in starting a brand.
0:25:18 > 0:25:20That's good feedback, interesting.
0:25:20 > 0:25:22The name they've built their entire brand around
0:25:22 > 0:25:25means little to people outside of Wales,
0:25:25 > 0:25:28putting their company at a serious disadvantage.
0:25:30 > 0:25:33It's the double 'D', that's the only thing that people don't get.
0:25:33 > 0:25:37I think 'Mid-vye' is what most English people kind of say,
0:25:37 > 0:25:39or 'My-dvye'.
0:25:39 > 0:25:43I don't think it'll change, we just have to get people to know it.
0:25:43 > 0:25:45Myddfai is what we're branding,
0:25:45 > 0:25:49it's the place as well as all the products, so...
0:25:49 > 0:25:50And we spent a lot of money on it,
0:25:50 > 0:25:54so, I don't think we can backtrack now, we haven't got the money to do it.
0:25:54 > 0:25:57By the end of the fair, money is still an issue.
0:25:59 > 0:26:02They may have landed £4,000 in small orders,
0:26:02 > 0:26:06but not the killer deal Jo was looking for.
0:26:08 > 0:26:10Every new company going to a trade fair
0:26:10 > 0:26:14hopes that a big high street name's going to walk on the stand
0:26:14 > 0:26:19and you go from zero to mega-business in one fell swoop.
0:26:19 > 0:26:21That didn't happen.
0:26:21 > 0:26:24The pronunciation of Myddfai is not something that I find difficult,
0:26:24 > 0:26:28but clearly you forget that for people from the other side of the bridge,
0:26:28 > 0:26:30you know, in England and beyond,
0:26:30 > 0:26:33it's difficult to even to know how to pronounce Myddfai.
0:26:33 > 0:26:37I think, actually, that it's a talking point.
0:26:37 > 0:26:40People look at it, they struggle, but they remember you,
0:26:40 > 0:26:43you're the company with the name they can't pronounce,
0:26:43 > 0:26:46and hopefully, as the brand becomes familiar,
0:26:46 > 0:26:49people will learn how to speak a little bit of Welsh.
0:26:56 > 0:27:00The future of the trading company may be up in the air,
0:27:00 > 0:27:03but the villagers do know one thing for sure -
0:27:03 > 0:27:05tomorrow, their old hall is to be demolished.
0:27:07 > 0:27:12Tonight, they're gathering to celebrate its past.
0:27:12 > 0:27:16For 60 years, this has been the heart of their village,
0:27:16 > 0:27:20a place to meet and keep their rich traditions and Welsh heritage alive.
0:27:20 > 0:27:24And now it's time to say goodbye.
0:27:24 > 0:27:28I know that this building holds many fond memories for everybody,
0:27:28 > 0:27:30so please spend this evening enjoying those memories
0:27:30 > 0:27:33and sharing them with each other.
0:27:37 > 0:27:40LAUGHTER
0:27:40 > 0:27:43Yes, I remember John.
0:27:43 > 0:27:45His bed was on fire?
0:27:45 > 0:27:48Oh, it was such a view, such excitement!
0:27:51 > 0:27:54It's a time to reflect upon decades of memories,
0:27:54 > 0:27:58and ponder the uncertainties of days to come.
0:27:58 > 0:28:03I'm one of the few here tonight that remembers this hall,
0:28:03 > 0:28:06this building, being built.
0:28:06 > 0:28:11It was an exciting time, and it is, nowadays,
0:28:11 > 0:28:14an exciting time once again.
0:28:14 > 0:28:17But I will look back with great enjoyment
0:28:17 > 0:28:19at the things that have gone here,
0:28:19 > 0:28:21because this was a heart of the village.
0:28:21 > 0:28:23APPLAUSE
0:28:24 > 0:28:26And can I wish, in your wisdom, all of you,
0:28:26 > 0:28:30that we don't forget that this is a village
0:28:30 > 0:28:34that needs to keep its traditions, isn't it?
0:28:34 > 0:28:37When the hall is demolished they will have nowhere to meet
0:28:37 > 0:28:40until the new hall is completed.
0:28:40 > 0:28:43As it will be six months till they can gather again under one roof,
0:28:43 > 0:28:47it's crucial the villagers keep their community spirit alive.
0:28:47 > 0:28:51Emmlyn has sung in the choir here for 50 years,
0:28:51 > 0:28:57a childhood memory of a building that will be reduced to rubble in the morning.
0:28:57 > 0:28:59SINGING
0:28:59 > 0:29:01APPLAUSE
0:29:14 > 0:29:15Wow.
0:29:26 > 0:29:29We've had lots of memories, lots of happy memories,
0:29:29 > 0:29:33and we both had our wedding receptions here.
0:29:33 > 0:29:35Yes, yes.
0:29:36 > 0:29:381956, we got married,
0:29:38 > 0:29:42and we had about 50 guests - quite a lot in those days.
0:29:45 > 0:29:49Supported everything that was going on here over the years.
0:29:50 > 0:29:53It's the end of an era, end of the old hall.
0:29:53 > 0:29:56Farewell to an old friend, as they say.
0:30:00 > 0:30:04I really, honestly didn't think I'd feel quite so nostalgic.
0:30:07 > 0:30:10It's a bit mind-blowing.
0:30:11 > 0:30:14I feel sorry to see it coming down, I feel very sorry,
0:30:14 > 0:30:19because, you know, we've been brought up in it.
0:30:19 > 0:30:21We've been brought up here for the last 50 years,
0:30:21 > 0:30:23we've enjoyed every minute in there.
0:30:23 > 0:30:25We had a lot of fun there.
0:30:37 > 0:30:39And it's come to an end.
0:30:40 > 0:30:44It's certainly going to be a gap in having a heart in the village.
0:30:44 > 0:30:48It's that thing that the community saw the village hall very much
0:30:48 > 0:30:50as the heart and where people come together,
0:30:50 > 0:30:54and that coming-together will be more difficult until the new hall's up.
0:31:12 > 0:31:16A week later, the builders have moved in
0:31:16 > 0:31:19to begin the construction of the new village hall.
0:31:19 > 0:31:21Whoa.
0:31:22 > 0:31:25When I came yesterday, they were just clearing the boundary here,
0:31:25 > 0:31:29I come today, almost the entire footing of the building
0:31:29 > 0:31:31is not only dug, it's full of concrete.
0:31:31 > 0:31:34It's buzzing around the community now.
0:31:34 > 0:31:35"Wow, look, won't it be good?"
0:31:35 > 0:31:38And I'm hoping that the community,
0:31:38 > 0:31:41when they see these walls rising up out of the ground,
0:31:41 > 0:31:44they'll get a real sense of what we're about here,
0:31:44 > 0:31:47because this project starts and finishes with the community of Myddfai.
0:31:52 > 0:31:57There's someone else in the village who is fired up by the project - Mike Hill.
0:31:57 > 0:31:59'If you're looking at rejuvenation,
0:31:59 > 0:32:02'you do have to create some sort of sustainable business.'
0:32:02 > 0:32:07If you don't, nobody's going to come to the village - why would they bother?
0:32:07 > 0:32:10Mike has left his job as an optician to start working part time
0:32:10 > 0:32:13as the trading company's new administrator.
0:32:13 > 0:32:17What I don't want to see in a year's time is I'm not doing that
0:32:17 > 0:32:20because the project hasn't been successful,
0:32:20 > 0:32:23so it's in my interest to drive the project forward
0:32:23 > 0:32:27and make it what we want it to be, which is a sustainable business.
0:32:35 > 0:32:38Today, Jo has enlisted Mike to help her win
0:32:38 > 0:32:42a crucial order for the trading company.
0:32:42 > 0:32:46If they pull it off, it could really help Myddfai get back in business.
0:32:49 > 0:32:51After disappointing sales at the NEC,
0:32:51 > 0:32:55the brand needs success, not least to keep the confidence of the locals.
0:32:55 > 0:32:59Big meeting today, there is an awful lot at stake,
0:32:59 > 0:33:02because once you're dealing with a larger company,
0:33:02 > 0:33:06I think that gives us credibility with other organisations,
0:33:06 > 0:33:10so it's really key that we get this right today.
0:33:10 > 0:33:14Yeah, it is a biggie today, we need some cash in the bank
0:33:14 > 0:33:17and, hopefully, this will be where we start to bring it in.
0:33:17 > 0:33:20National cancer charity Tenovus have invited Jo and Mike
0:33:20 > 0:33:23to pitch for a potentially lucrative deal to fill some
0:33:23 > 0:33:28of its 67 stores with the trading company's merchandise.
0:33:28 > 0:33:30There are certain lines which we feel could go
0:33:30 > 0:33:34to all of our shops in Wales - there's 38 of them -
0:33:34 > 0:33:37and, potentially, some in England as well,
0:33:37 > 0:33:42and we are looking for exactly this sort of stuff.
0:33:42 > 0:33:44As the meeting progresses,
0:33:44 > 0:33:47it's clear the product range is hitting the mark.
0:33:47 > 0:33:50Presumably you could have these in any size.
0:33:50 > 0:33:51Yes, absolutely.
0:33:51 > 0:33:53They will be a best seller.
0:33:55 > 0:33:59Things like these, which we would see as till pick-up lines,
0:33:59 > 0:34:01I think we would want to do all-store.
0:34:03 > 0:34:05Given the nature of the product,
0:34:05 > 0:34:09are you able to supply that sort of quantity, initially?
0:34:09 > 0:34:12Um, it is a one-man activity,
0:34:12 > 0:34:17but it's a one-man activity who's experienced in producing these
0:34:17 > 0:34:20and can possibly sub-contract.
0:34:20 > 0:34:23With a pledge of an order worth £10,000 in the bag,
0:34:23 > 0:34:27the deal has surpassed all expectations.
0:34:27 > 0:34:29Thanks.
0:34:29 > 0:34:31- Amazing.- Amazing, amazing.
0:34:31 > 0:34:35'Just great people to deal with, and if everything comes to fruition,'
0:34:35 > 0:34:38what we've discussed in there, we're on our way.
0:34:38 > 0:34:42I feel elated, exhausted, um, excited,
0:34:42 > 0:34:46you know, all those emotions, and, um...
0:34:46 > 0:34:49..and just a little bit terrified
0:34:49 > 0:34:52that we've got to go back to Myddfai and deliver this now!
0:34:52 > 0:34:54SHEEP BLEATING
0:34:55 > 0:34:59Back in the village, Lesley goes to break the news
0:34:59 > 0:35:03to woodcraftsman John that he can't hang up his tools just yet.
0:35:03 > 0:35:04Got some news to tell you.
0:35:04 > 0:35:07Lesley's got some news for us.
0:35:07 > 0:35:11We've got a big order for a company called Tenovus.
0:35:11 > 0:35:14We're talking possibly around about 1,400 key-rings we'd need.
0:35:14 > 0:35:16Phew, that's a lot.
0:35:16 > 0:35:18Yeah, as soon as.
0:35:18 > 0:35:19It sounds really, really good.
0:35:19 > 0:35:21I think it's...
0:35:21 > 0:35:23..it's quite a shock!
0:35:23 > 0:35:26Until John was brought out of retirement by Jo,
0:35:26 > 0:35:30his mind was preoccupied with his battle against skin cancer.
0:35:30 > 0:35:34I almost want to use the word "miracle",
0:35:34 > 0:35:36which is a bit strong - it's just joyful.
0:35:36 > 0:35:40It's great to have him back again, it's lovely.
0:35:42 > 0:35:45Usually what happens with people when they retire,
0:35:45 > 0:35:47they gradually sort of fade away...
0:35:47 > 0:35:48HE LAUGHS
0:35:48 > 0:35:50..but I shan't fade away.
0:35:55 > 0:36:01Over the winter months, the new hall begins to very visibly take shape.
0:36:01 > 0:36:04With no meeting-place in the village,
0:36:04 > 0:36:06Jo and her most loyal volunteers
0:36:06 > 0:36:10continue to build up the trading company behind closed doors.
0:36:13 > 0:36:16As winter progresses, the project team are unable to keep
0:36:16 > 0:36:19the wider community involved in their plans.
0:36:27 > 0:36:31So, when spring arrives, it's only a small group of people
0:36:31 > 0:36:34from the heart of the village who are excited
0:36:34 > 0:36:36by the new hall and what it has to offer.
0:36:36 > 0:36:38Look at the size of it in here now.
0:36:38 > 0:36:41It's really amazing.
0:36:41 > 0:36:44Mind you, it's a huge space now, it's bigger than I envisaged,
0:36:44 > 0:36:45I don't know about you.
0:36:45 > 0:36:47Hello, how are you?
0:36:47 > 0:36:50- It's been all change here. - Very much changed, yeah.
0:36:50 > 0:36:52- Amazing. Good to see you. - Nice to see you.
0:36:52 > 0:36:56'Hugh's state of the art hall has so much more
0:36:56 > 0:36:59'to offer the villagers than its draughty old predecessor.'
0:36:59 > 0:37:02So, you'll have a cafe, you'll have theatre?
0:37:02 > 0:37:05This auditorium is rigged as a complete theatre, yeah.
0:37:05 > 0:37:07OK, cafe, theatre, classes...
0:37:07 > 0:37:12Classes, conferences, black-tie charity events...
0:37:12 > 0:37:14- ...weddings?- Weddings.
0:37:14 > 0:37:18It's pretty much geared up to cater for all those markets.
0:37:20 > 0:37:24I see there being enormous amounts of potential to invigorate people,
0:37:24 > 0:37:28to sort of think, maybe they could start little businesses here,
0:37:28 > 0:37:31which will, by its very nature, encourage people to come and live here.
0:37:31 > 0:37:34This is one of the hopes we had for the whole project,
0:37:34 > 0:37:38that it would encourage individual initiatives and start-up businesses.
0:37:38 > 0:37:41It's not just businesses making things,
0:37:41 > 0:37:44it's the classes and crafts and things we could have in the hall.
0:37:44 > 0:37:45Absolutely.
0:37:45 > 0:37:48That would bring more people to the village,
0:37:48 > 0:37:52make it more prosperous, bring a bit of life back into it.
0:37:52 > 0:37:54This is a wonderful and inspiring building,
0:37:54 > 0:37:58but it is really big, and I think the big challenge now
0:37:58 > 0:38:01is to get enough people engaged so there's enough things
0:38:01 > 0:38:04being sold in the shop and there's enough activity going on
0:38:04 > 0:38:08so that it doesn't end up a great, huge white elephant.
0:38:09 > 0:38:13'It is the sheer size of a hall that is causing alarm to spread
0:38:13 > 0:38:15'amongst the farming community.'
0:38:15 > 0:38:17One thing that has concerned most people
0:38:17 > 0:38:21is that we're not sure about the full costings of anything.
0:38:21 > 0:38:25We haven't been involved, we don't know enough about it and how thing's are going to cost,
0:38:25 > 0:38:28I think there'll be a lot of hidden costing.
0:38:28 > 0:38:29How are we going to run it?
0:38:29 > 0:38:33How are we going to finance everything, are we going to fill it?
0:38:33 > 0:38:37Is there going to be enough things happening there?
0:38:37 > 0:38:40We're all fearful that, at the end of the day, there may be
0:38:40 > 0:38:45a shortfall and we might have to dig deep into our own pockets
0:38:45 > 0:38:46just to bail it out.
0:38:47 > 0:38:50The project team call an emergency meeting
0:38:50 > 0:38:53on how to tackle the rumours and win back support.
0:38:53 > 0:38:54It appears as though people
0:38:54 > 0:38:57are beginning to lose their nerve a little bit,
0:38:57 > 0:38:59and I sense a closing of ranks.
0:38:59 > 0:39:02They signed up to take on the challenge.
0:39:02 > 0:39:04Now the challenge is here it's very real,
0:39:04 > 0:39:08and it feels to me as though they're actually scared to face up to it,
0:39:08 > 0:39:10so they're going, "Whoa, whoa."
0:39:10 > 0:39:15There's a real anxiety in the village about what we've built.
0:39:15 > 0:39:18There's an anxiety about what it'll cost to keep the hall running,
0:39:18 > 0:39:22an anxiety about what it's going to cost to use it,
0:39:22 > 0:39:25there's a worry we've run out of money before it's finished,
0:39:25 > 0:39:29and, generally, this whole sense of panic is showing itself
0:39:29 > 0:39:34in the form of people gossiping and being negative,
0:39:34 > 0:39:36and, I suppose, blaming us in a sense
0:39:36 > 0:39:39for having put it there in the first place.
0:39:42 > 0:39:47Emmlyn is more clued-up on marketing and PR than Jo might think,
0:39:47 > 0:39:50especially when it comes to village matters.
0:39:50 > 0:39:53Explain to people, explain to people what's going on
0:39:53 > 0:39:56and get everybody involved, that's what my motto would be.
0:39:56 > 0:39:58To get everybody, all the youngsters,
0:39:58 > 0:40:01all the young children coming up in the locality,
0:40:01 > 0:40:03get everybody involved.
0:40:03 > 0:40:06With just three months left in the village,
0:40:06 > 0:40:10Jo realises she has to take urgent action.
0:40:10 > 0:40:13In what could be the biggest challenge in her political career,
0:40:13 > 0:40:15Jo knows that she must get the village behind her
0:40:15 > 0:40:18to stop the project from folding.
0:40:18 > 0:40:21Unless she can convince the key people in the community to attend
0:40:21 > 0:40:26a crisis meeting, Jo knows all her work in the village will have been for nothing.
0:40:26 > 0:40:32The aim of the meeting is to reassure those people who are worried
0:40:32 > 0:40:37about this big building that has taken centre stage in the community.
0:40:37 > 0:40:40That it's there for the community
0:40:40 > 0:40:42but also as an opportunity for the community.
0:40:42 > 0:40:45It's a fantastic facility but unless the community
0:40:45 > 0:40:50take ownership of it, it's not going to flourish.
0:40:56 > 0:40:57From what I understood,
0:40:57 > 0:41:03the trading section is raising the funds for running the hall after...
0:41:03 > 0:41:07No, you understood wrong already!
0:41:07 > 0:41:11This Saturday is basically a gathering of the community
0:41:11 > 0:41:15cos a lot of people don't really know what's going on.
0:41:15 > 0:41:21What worries me is Dave is in the inner circle of people who
0:41:21 > 0:41:23should know what's going on and
0:41:23 > 0:41:28if he doesn't know, then for people who have really not been
0:41:28 > 0:41:32involved at all, clearly they're not going to have a clue!
0:41:32 > 0:41:34That is worrying.
0:41:36 > 0:41:40Anxious that Chinese whispers about the project might be getting out of control,
0:41:40 > 0:41:44Jo redoubles her efforts to make sure everyone attends the meeting.
0:41:44 > 0:41:51It's about if somebody comes, finds out the information then tells...
0:41:51 > 0:41:55Spread the word, the right word! There's been lots of words spread
0:41:55 > 0:41:58that haven't been entirely accurate.
0:41:58 > 0:42:02Jo is learning that, especially in the thick of lambing season,
0:42:02 > 0:42:05farmers have more pressing matters to address.
0:42:20 > 0:42:24In the farm next door, Emmlyn hasn't slept for two days,
0:42:24 > 0:42:28and has delivered so many lambs he's lost count.
0:42:28 > 0:42:34- How many have you had so far? - Haven't got a clue. Over a thousand, anyway.- No?!
0:42:38 > 0:42:41As Emmlyn is one of Myddfai's most highly respected residents,
0:42:41 > 0:42:46Jo knows he could convince the whole community to back the project.
0:42:46 > 0:42:48Shoo, shoo, shoo!
0:42:51 > 0:42:53I'm shooing sheep!
0:42:54 > 0:42:58I think that's the technical term for it.
0:43:00 > 0:43:04Come on, mummy, wherever you are.
0:43:04 > 0:43:07Hope the hall won't be too expensive, that's the trouble.
0:43:07 > 0:43:10Are people worried about that?
0:43:10 > 0:43:15Well yes, compared to the old one but we'll get used to it, no doubt.
0:43:17 > 0:43:20There's a fear the hall is much bigger
0:43:20 > 0:43:26and therefore will cost more to run, more demanding of people's time.
0:43:26 > 0:43:30They're afraid the community has bitten off more than it can chew.
0:43:34 > 0:43:35Two days later
0:43:35 > 0:43:40the villagers gather for the meeting that will make or break the project.
0:43:40 > 0:43:43With Mike and Lesley fighting their corner,
0:43:43 > 0:43:48Jo and Hugh know they simply have to get the village behind the hall and trading company.
0:43:49 > 0:43:54With the new hall unfinished, they've had to hire a marquee.
0:43:54 > 0:43:57Is there plenty of money to finish the hall off?
0:43:57 > 0:43:59The equipment inside is shortage?
0:43:59 > 0:44:01We've got what the budget would bear.
0:44:01 > 0:44:06- Has it been spread around evenly - the kitchen, the curtains, the platforms?- Yes.
0:44:06 > 0:44:13But the kitchen will be the most money for you. You'll be catering and hiring it out.
0:44:13 > 0:44:16Why have you cut back on the kitchen?
0:44:16 > 0:44:17We haven't cut back on anything.
0:44:17 > 0:44:19That's simply not true.
0:44:19 > 0:44:24- It's coming to me. - These are Chinese whispers that we set up this meeting to address.
0:44:24 > 0:44:27We've said please come here today.
0:44:27 > 0:44:29I'm suspecting some of the people who said
0:44:29 > 0:44:32they never hear anything aren't here today.
0:44:32 > 0:44:34You know, what more can we do?
0:44:34 > 0:44:39We had to believe, and I hope you guys believe, that the
0:44:39 > 0:44:44aim of building this hall is not just to do what we did before,
0:44:44 > 0:44:51but to bring in new people, and by doing that, it will help regenerate the village.
0:44:51 > 0:44:56Everybody else believes in us, so we have to believe in us.
0:44:56 > 0:44:59If we don't believe in us, then it's not going to happen.
0:44:59 > 0:45:02Ultimately, it's over to you guys
0:45:02 > 0:45:04whether it's a success or not in the long term.
0:45:06 > 0:45:10The community may have got their concerns off their chest,
0:45:10 > 0:45:14but have Jo's words been enough to sway the most influential elders?
0:45:20 > 0:45:24Remember one thing, ladies and gentlemen, nobody in the area
0:45:24 > 0:45:28or locality has put a hand in their pocket to build this hall.
0:45:28 > 0:45:32APPLAUSE
0:45:32 > 0:45:38So, we're being given the hall, more or less, so let's work together to keep it going.
0:45:42 > 0:45:47Emmlyn's eyes, at least, have been opened to the potential of the new hall.
0:45:47 > 0:45:49This is a brand new hall from scratch.
0:45:49 > 0:45:52There's not an old stone in it.
0:45:52 > 0:45:55I look forward to singing here and I'll sing my guts out.
0:45:55 > 0:45:58I know the choir will do the same.
0:46:00 > 0:46:03Inspired by Emmlyn's rallying speech,
0:46:03 > 0:46:06a small group of volunteers have stepped forward to
0:46:06 > 0:46:08take on the running of the shop.
0:46:08 > 0:46:12But without a village shop for 20 years,
0:46:12 > 0:46:14no-one has the first idea of how to go about it.
0:46:14 > 0:46:18So they're heading to another Welsh village, where the locals
0:46:18 > 0:46:20have been able to keep their shop open by staffing it
0:46:20 > 0:46:24entirely with a work force of volunteers.
0:46:24 > 0:46:30For the people of Llanmadoc, their shop has become so much more than a place to buy the papers.
0:46:30 > 0:46:32This is the village.
0:46:32 > 0:46:38This is where you find out what's going on, meet your neighbours, your friends, have a cup of tea.
0:46:38 > 0:46:40Find out from the local papers what's happening,
0:46:40 > 0:46:45where they can buy fresh stuff, where they can do home baking.
0:46:45 > 0:46:48This is the village, here.
0:46:48 > 0:46:53Can we go in?
0:46:53 > 0:46:55It's all based on volunteers.
0:46:55 > 0:46:59Nobody gets paid except the post mistress.
0:46:59 > 0:47:03We've got home baking group, they bake, volunteers - two every morning and afternoon.
0:47:03 > 0:47:07- How many volunteers on your books? - About 40 or 50.
0:47:07 > 0:47:09That many.
0:47:09 > 0:47:15One of the most important things is keeping the volunteers happy. Are they around?!
0:47:15 > 0:47:18It's very important to keep them happy.
0:47:18 > 0:47:21- So, you've got a rota then? - Everybody knows what the rota is.
0:47:21 > 0:47:25It's fixed. Very simple.
0:47:25 > 0:47:29There's some important issues there we need to consider.
0:47:29 > 0:47:32We need dedication and more volunteers.
0:47:32 > 0:47:37That's the bit that's most worrying is being able to open on a regular basis and have volunteers.
0:47:37 > 0:47:42Did you see how many volunteers they had in their books?
0:47:42 > 0:47:47The community were committed and they had a lot of support.
0:47:47 > 0:47:50But with us we haven't got much volunteer support behind us.
0:47:50 > 0:47:53Let's be honest.
0:47:53 > 0:47:56A lot of people against the project are not prepared to volunteer.
0:47:56 > 0:47:59Knowing that the secret of its success
0:47:59 > 0:48:01is the support of the whole village,
0:48:01 > 0:48:07the task of opening their own shop and cafe in just eight weeks seems all the more daunting.
0:48:15 > 0:48:18Just a year ago,
0:48:18 > 0:48:21this was the building that the villagers had to meet in.
0:48:21 > 0:48:24A place where, because the kitchen was condemned,
0:48:24 > 0:48:27they couldn't even share a cup of tea.
0:48:30 > 0:48:34Now, with the financial support of the Big Lottery Fund
0:48:34 > 0:48:37and dedication of Hugh, Jo and a team of locals,
0:48:37 > 0:48:41Myddfai now has a new auditorium, a shop where visitors
0:48:41 > 0:48:44can buy village- crafted goods, its own product range
0:48:44 > 0:48:47and a warm and inviting cafe.
0:48:50 > 0:48:54Just three days from launch, and the impressive new hall
0:48:54 > 0:48:59may be completed, but community support remains a big problem.
0:48:59 > 0:49:01Hugh and Jo have pulled out all the stops to create
0:49:01 > 0:49:06the most impressive community building within 25 miles,
0:49:06 > 0:49:11but it will all have been for nothing unless the locals use it.
0:49:11 > 0:49:14You'd think that knocking down an old decrepit hall and building
0:49:14 > 0:49:22a swanky new one would be met with delight but I think what the old hall represented
0:49:22 > 0:49:29was a rich culture which local people feel is under threat.
0:49:29 > 0:49:30So it's not really surprising
0:49:30 > 0:49:34it's been met with quite a lot of animosity.
0:49:34 > 0:49:37With final preparations for the hall's launch under way,
0:49:37 > 0:49:41no-one knows just how many people will turn up.
0:49:41 > 0:49:46Hugh has poured his heart and soul into the project,
0:49:46 > 0:49:49so failure for him just isn't an option.
0:49:49 > 0:49:53This is something I want to do to help the community.
0:49:53 > 0:49:55I give it every ounce of goodwill that I can,
0:49:55 > 0:49:58and every hour required to make it happen.
0:49:58 > 0:50:01I don't do "not happen."
0:50:01 > 0:50:06I'm not built that way, it's not in me, in my DNA, it's not in whatever.
0:50:06 > 0:50:12I like to make things happen and help people make things happen.
0:50:12 > 0:50:14If it doesn't happen,
0:50:14 > 0:50:17all I'll know is I tried my damndest to make it happen.
0:50:17 > 0:50:21I can't do any more than that.
0:50:34 > 0:50:36It's launch day for the hall.
0:50:42 > 0:50:44It's a big day for Hugh.
0:50:44 > 0:50:46He not only has to win around the locals,
0:50:46 > 0:50:51he also needs to convince potential business customers to hire the hall.
0:50:54 > 0:50:58I'm feeling full of adrenaline.
0:50:58 > 0:51:01And rather tired but the adrenaline is overcoming the tiredness.
0:51:01 > 0:51:04I don't think many of us got much sleep last night.
0:51:04 > 0:51:07Ask me again in about four hours!
0:51:11 > 0:51:14The space is quick to win admirers from outside the village.
0:51:14 > 0:51:18This is a facility that I'd want to use as an organisation
0:51:18 > 0:51:21in the future to show people the real feel of rural Wales,
0:51:21 > 0:51:25what it means to be in a rural community, the spirit of it
0:51:25 > 0:51:32rather than being in a sterile hotel in the middle of Cardiff or Swansea or somewhere like that.
0:51:32 > 0:51:36To meet the rush of first-time customers,
0:51:36 > 0:51:39Lesley has roped in enough volunteers for the shop.
0:51:39 > 0:51:42Really busy. Everyone has said how amazing the place looks
0:51:42 > 0:51:45so hopefully they will all come back, too.
0:51:45 > 0:51:49The feedback has been excellent. Everyone's impressed.
0:51:49 > 0:51:54As well as bringing in money, the new hall also has to win over
0:51:54 > 0:51:58those who hold its predecessor close to their hearts.
0:51:58 > 0:52:02Like Megan, who spent the happiest day of her life there
0:52:02 > 0:52:07and has recently celebrated her Emerald wedding anniversary.
0:52:07 > 0:52:10I was telling Hugh if it had been opened earlier we'd have been
0:52:10 > 0:52:14celebrating 55 years here of married life.
0:52:14 > 0:52:19Hopefully we'll reach our Diamond wedding anniversary. Who knows?
0:52:19 > 0:52:24For Emmlyn, as the old hall is where he sang his socks off as a young boy,
0:52:24 > 0:52:28the new one has a lot to live up to.
0:52:28 > 0:52:31Tonight we'll be with our local choir, will be singing,
0:52:31 > 0:52:36the choir always supported everything on in Myddfai over the years.
0:52:36 > 0:52:41We were invited to do it tonight and we're very proud to be here.
0:52:41 > 0:52:44I'm looking forward to the choir, there is something special
0:52:44 > 0:52:48about a male voice choir. It's quite a special moment.
0:52:50 > 0:52:55# If I ruled the world
0:52:55 > 0:53:01# Every day would be the first day of spring
0:53:01 > 0:53:07# Every heart would have a new song to sing
0:53:07 > 0:53:14# And we'd sing of the joy every morning would bring... #
0:53:15 > 0:53:18There was hundreds of people there and it was fantastic.
0:53:18 > 0:53:22The response from the crowd, that makes it all to us.
0:53:22 > 0:53:26We sing our hearts out but the response from the crowd was marvellous.
0:53:26 > 0:53:30# Every voice would be a voice to be heard... #
0:53:30 > 0:53:33We sung hundreds of times in the old hall,
0:53:33 > 0:53:40but in this new hall we're the first artists to sing. It's marvellous. It's like being in heaven tonight.
0:53:41 > 0:53:44For Hugh, the night has been an overwhelming success.
0:53:44 > 0:53:50It seems the whole community have turned out to share in a very special night.
0:53:50 > 0:53:55That's the most people Myddfai's ever seen for generations in one place at one time.
0:53:55 > 0:53:58So, I'm absolutely delighted,
0:53:58 > 0:54:02and the spirit and joy and smiles on their faces makes the difference.
0:54:02 > 0:54:04Otherwise, this is just a pile of bricks.
0:54:04 > 0:54:10# ..If I ruled the world
0:54:12 > 0:54:18# The world. #
0:54:47 > 0:54:52After twelve months of living and breathing the brand, the people, and the village,
0:54:52 > 0:54:56it's time for Jo to say goodbye and return home.
0:54:58 > 0:55:01So, you're leaving and how does it feel?
0:55:01 > 0:55:07Good, because it's the right time. Job done, out of here. That was always the plan.
0:55:07 > 0:55:11When I came to the village, I didn't come to make friends with everybody.
0:55:11 > 0:55:15And I think change is very uncomfortable for some people.
0:55:15 > 0:55:21So, if I'd been seen as the representative of change,
0:55:21 > 0:55:24so be it because that's what I was here to do.
0:55:24 > 0:55:28And what have you learned from this? Do you feel a different person?
0:55:28 > 0:55:31Yeah, it's been a personal journey as well
0:55:31 > 0:55:35because as Myddfai's grown with the challenge,
0:55:35 > 0:55:39it's been professionally challenging every step of the way.
0:55:39 > 0:55:41It's been a pleasure.
0:55:41 > 0:55:47'What I experienced is, a couple of people in particular,
0:55:47 > 0:55:49'who have been phenomenal.
0:55:49 > 0:55:52'As human beings, I wouldn't want for better friends,'
0:55:52 > 0:55:55without whom it could never have happened.
0:55:55 > 0:55:57- We'll be in touch.- For sure.
0:55:57 > 0:56:01This is not the end, this is the beginning!
0:56:01 > 0:56:05With Jo's departure, it will now be down to Hugh, Mike and the rest
0:56:05 > 0:56:08of the villagers to make sure the business continues to grow.
0:56:08 > 0:56:10Absolute pleasure.
0:56:10 > 0:56:14Thank you for being wonderful and...
0:56:14 > 0:56:16I'm not going to blub.
0:56:16 > 0:56:19I don't do that!
0:56:27 > 0:56:30Right, there we go. Start again.
0:56:32 > 0:56:35With seven big bookings for the new hall already in the diary,
0:56:35 > 0:56:38Hugh's and Jo's legacy is beginning to pay off.
0:56:38 > 0:56:42So much has been achieved in such a short period of time,
0:56:42 > 0:56:44which was never possible for the money.
0:56:44 > 0:56:47And never possible in the time.
0:56:47 > 0:56:51That challenge is quite seductive. It pulls you in.
0:56:51 > 0:56:53We've done it.
0:56:53 > 0:56:58In the last year, the village has gone through the biggest change
0:56:58 > 0:57:00in Emmlyn's life here.
0:57:00 > 0:57:03But has it been for the better?
0:57:03 > 0:57:08Marvellous. I think it's a wonderful building. It's a credit to those involved with it.
0:57:08 > 0:57:10Did you expect it to be that amazing?
0:57:10 > 0:57:13No, I didn't know what to expect.
0:57:13 > 0:57:16I just wanted a nice tidy hall and we've had it. A lovely hall.
0:57:16 > 0:57:21What do you feel the next stage is now you've got the hall?
0:57:21 > 0:57:24The next stage is to fill it every week with functions.
0:57:24 > 0:57:28And pull together, that's the most important thing.
0:57:28 > 0:57:32To keep this lovely building going.
0:57:35 > 0:57:39Myddfai now has a building that suits all its needs.
0:57:39 > 0:57:43Built in a year from scratch, it's an amazing achievement.
0:57:43 > 0:57:45The real question for this village
0:57:45 > 0:57:48is what will it look like in 20 years' time?
0:57:48 > 0:57:51I think if the community manages to keep up the momentum,
0:57:51 > 0:57:54and build on their remarkable past and history,
0:57:54 > 0:58:00it might be that Myddfai doesn't just survive, but flies.
0:58:03 > 0:58:08If you have been inspired to create a community project in your area
0:58:08 > 0:58:11and want to find out how to apply, visit our website.
0:58:11 > 0:58:15Will people power be enough to turn around the fortunes of a mining village?
0:58:15 > 0:58:18If everyone gets together, it will benefit everyone.
0:58:18 > 0:58:21It's like a lifeline for everyone in the village.
0:58:21 > 0:58:25Will their ambitious plan leave them in the pits of despair?
0:58:25 > 0:58:29Most of the area is now mud. It's going to be covered in water.
0:58:29 > 0:58:32We've worked really hard to get to this point.
0:58:32 > 0:58:34It is a big disappointment.
0:58:34 > 0:58:36It's shocking news, frankly.
0:58:36 > 0:58:39Where have you gone wrong?
0:58:49 > 0:58:52Subtitles by Red Bee Media Ltd
0:58:52 > 0:58:55E-mail subtitling@bbc.co.uk