A Pembrokeshire theatre has launched a new fundraising campaign.

The Torch Theatre in Milford Haven introduced its 'One More Time!' initiative this week in an attempt to maintain its role as the region's hub for cultural arts.

Highlighting the importance of the campaign, the Torch Theatre’s executive director, Ben Lloyd, said: "This time last year local people stepped up and supported us to raise much needed funds which helped to fill the shortfall left by cutbacks in public funding.

"As a charity we are extremely grateful for the support we received and thanks to the generosity of our community we had a successful year."

The campaign’s message urges communities, whether they frequent the theatre regularly or are first-time patrons, to attend just ‘one more time’ over the course of the year.

Mr Lloyd said: "Each additional ticket is a vote of confidence in the value of the arts and the huge variety of events and activities we provide for our community."

He stressed on community participation not just as an act of attending a show, but as a contribution towards the enrichment of the community’s cultural identity.

Patrons attending the theatre strengthen the creative community as each "ticket sale makes a difference in covering production costs, paying actors and staff, and ensuring the survival of the very theatre itself," he added.

Supporting the theatre is also an investment in talent and innovation.

The Torch Theatre, a hub for performing arts talent for nearly 50 years, places importance on nurturing new talent and fostering community creativity.

The scheme aims to help the next generation of playwrights, actors, and directors as well as all the creative activities delivered in the community.

Attending a theatre production, he explained, is more than a financial transaction, "It’s an investment in your community’s cultural fabric.

"Each time you attend, you’re nurturing a creative environment that benefits everyone."

Mr Lloyd urged the patrons to attend one more time, bring a friend and keep arts thriving.

Recognising the importance of continued patronage, he stated: "Your continued support is the lifeblood of the arts, ensuring that the magic of theatre remains a vibrant part of our community for young and old alike."

Apart from the One More Time! campaign, the Torch Theatre also encourages different ways of showing support, including becoming a Torch member, monthly donations, sponsoring a seat in the Main House or volunteering.