Forgive my ignorance, don't know what SFA is, but as for Hereford:
was born there,
grew up there,
ended up back there as my wife's Herefordian bungee pinged us back.
been trying to talk her into moving ever since.
Personally I think the place is a dive. Full of chavscum and other assorted peasants.
The retail sector is on its arrse, something like 50 empty shops in the town last report I read.
On the plus side, there is lots of countryside on your doorstep if you are into that sort of thing. Handy for the Brecon Beacons and the river Wye is good for canoeing.