From Vision to Venue: How JM Building Contractors Brought The Swansea Jack to Life
Walk into The Swansea Jack, and it is immediately clear this is no ordinary bar fit-out. As the official bar of Swansea City AFC, it is a bold, immersive venue that blends sport, style and serious technical expertise.
Behind the scenes, the transformation was led by JM Building Contractors, a South Wales construction company with a growing reputation for delivering complex commercial refurbishment projects to a high standard.
From day one, the brief was ambitious. When the JM Building Contractors team arrived on site, they worked closely with the owner and interior designer to shape the planning stage and align on a clear vision for the space. The challenge was not just to build a bar, but to create a destination that reflected the identity of Swansea City AFC while offering something genuinely distinctive for customers.
The ground floor was designed as the main venue space, where atmosphere and flow were critical. Upstairs, practical facilities such as male and female toilets sit alongside a standout feature, Pitch Queens.
This exclusive private room offers a more relaxed experience, complete with cocktail service, make-up stations and chaise longue seating. It is a space that demonstrates how carefully the venue has been zoned to appeal to different audiences without losing cohesion.
One of the most demanding elements of the build was the ceiling. Despite appearing straightforward, it required more than 140 litres of black paint. Sourcing that volume locally proved impossible, with supplies brought in from several parts of the country to keep the programme on track. Even securing suitable coverings at the required scale presented challenges, prompting on-site design adjustments, including resizing booths to ensure the final layout worked in practice.
Technology plays a central role throughout The Swansea Jack. The venue features 37 televisions, ranging from 21-inch screens to impressive 100-inch displays. Behind them sits a sophisticated electrical and data infrastructure. Multiple matrix systems link every screen so they all display the same content at exactly the same time, creating a fully immersive sports viewing experience. Installing this system involved extensive cabling and careful coordination to ensure performance and reliability.
A key focal point of the venue is the Q&A area, designed to host players, officials and special guests. JM Building Contractors elevated this space to give it visual prominence, ensuring it naturally draws attention during events. Seating flows back from the stage, maintaining clear sightlines and flexibility for different types of gatherings.
Around the venue, 11 seated booths each celebrate a former Swansea City player, reinforcing the club connection. At the rear, an elevated Astroturf area with black and white stadium-style seating sits in front of 2 striking 200-inch televisions, creating a stadium feel while maintaining comfort. Additional features include a dartboard area with murals by Welsh graffiti artist JenksArt, a foosball zone and a stairwell lined with famous Swans chants, turning every corner into part of the experience.
The bar itself required particular care. Translating the design from drawings into reality involved bespoke metalwork, black and white tiling that mirrors the club colours and integrated lighting to showcase spirits and glassware. The finished result is both visually strong and built to withstand the demands of a busy, high-footfall venue.
For James Matthews, founder of JM Building Contractors, the project is one he is particularly proud of.
“Leading the development of The Swansea Jack has been a real honour,” he says. “To deliver the official bar of Swansea City AFC, right here in our home city, is something the whole team can be proud of. It was a complex build with plenty of challenges, but seeing the finished venue in use makes it all worthwhile.”
He adds, “Projects like this are exactly where we thrive. Working closely with clients, designers and specialist trades to bring ambitious commercial spaces to life is what JM Building Contractors is all about. I’m really looking forward to delivering more hospitality, leisure and commercial developments like this across South Wales.”
The Swansea Jack stands as a clear example of what can be achieved when experienced commercial builders are involved from the outset and remain engaged throughout. For business owners, investors and commercial property developers in South Wales, it shows the value of choosing a contractor who understands both the creative and technical demands of modern venues.
Thinking about a similar project?
JM Building Contractors specialise in commercial construction, refurbishments and fit-outs across Swansea and South Wales. To discuss an upcoming project or arrange an initial conversation, contact the team today:
Website: https://www.jmbuildingcontractors.co.uk
Email: [email protected]
Phone: 01792 201448
Whether you are planning a hospitality venue, leisure space or commercial redevelopment, JM Building Contractors is ready to help turn your vision into reality.
