RESEARCH REPORT For: MCA On: A Proposed Arts & Crafts Centre in Swakopmund Prepared By:

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1 RESEARCH REPORT For: MCA On: A Proposed Arts & Crafts Centre in Swakopmund Prepared By:

2 AdforceDDB TABLE OF CONTENTS Research Proposal... 4 Executive Summary of Comprehensive Reports... 7 Comparison between stakeholder groups on viability of proposed arts & crafts centre Overall results on viability of proposed arts & crafts centre Recommendations on proposed arts & crafts centre Comprehensive Report Crafters Screener questions Demographics Testing of possible offering Viability of the namibian arts & crafts centre Proposed location Advertisment medium Comprehensive Report COSDEF Employees Awareness of Proposed Namibian Arts & Crafts Centre Testing of Possible offering Opening and Closing TImes Proposed Entrance Fee Viability of the Namibian Arts & Crafts Centre Proposed Location Advertisement Medium Comprehensive Report General Public Screener questions Demographics Arts & crafts experience Testing of possible offering Opening and Closing TImes Proposed entrance fee Viability of the Namibian Arts & Crafts Centre Proposed Location Prepared by: Daleen Hugo-Small Page 2 of 159

3 Advertisement Medium Comprehensive Report Tourists Screener question Demographics Arts & crafts experience Testing of possible offering Opening and Closing TImes Proposed entrance fee Viability of the Namibian Arts & Crafts Centre Proposed Location Advertisement Medium Comprehensive Report Tour Operators Screener Questions Tours Testing of Possible offering Opening and Closing TImes Proposed Entrance Fee Viability of the Namibian Arts & Crafts Centre Proposed Location Advertisement Medium Prepared by: Daleen Hugo-Small Page 3 of 159

4 RESEARCH PROPOSAL BACKGROUND A proposal for an Arts & Crafts Centre in Swakopmund has been put forward. AdforceDDB was contacted to test the designed success menu of the Swakopmund Arts & Crafts Centre and what is needed to make it viable. RESEARCH GOALS Goal 1: To establish whether an Arts & Crafts Centre will be viable in Swakopmund. Goal 2: To establish if the proposed location will be successful. Goal 3: To establish the local and international needs of consumers of the Arts & Crafts Centre, testing and establishing draw-cards to the centre. RESEARCH OBJECTIVES Research objectives are set in order to meet the research goals identified. Measurement tools will be designed according to objectives set. Specific questions asked under each objective will differ slightly according to the various stakeholder groups identified. Certain stakeholders will be able to offer more information in certain areas than others. By making use of similar objectives, data collected between stakeholder groups can however be compared. In order to meet the goals as set out above, the following were ascertained: What percentage of the tour operator sample drawn will want to visit the center? What percentage of the crafters interviewed are eager and willing to sell their products at this center? Swakopmund, Windhoek and Okahandja crafters will be considered. What is the possibility of crafters relocating to Swakopmund? How can all stakeholders be reached with advertising and marketing? Which of the proposed products and services on offer will be in demand? Where the gap is and what is desired for both local and international markets? What other services should be offered to make the Arts & Crafts Centre even more viable? Prepared by: Daleen Hugo-Small Page 4 of 159

5 What factors should be kept in mind to make or break the viability of the Arts and Craft Centre? Is the Arts & Crafts Centre conveniently located? Is the proposed location a hindrance or draw card? What is the profile of the respondents that are positive about the proposed Arts and Craft Centre? STAKEHOLDERS IDENTIFIED Group 1: Tour Operators Group 2: Tourists Group 3: General Public Group 4: COSDEF employees Group 5: Crafters IMPORTANT NOTE: Please also note that all of COSDEF s stakeholders are not included in the groups stated above, however due to time and cost considerations only key stakeholders can be included in the survey. If MCA however communicates that an important stakeholder group has been omitted, adjustments will be made accordingly. RESEARCH DESIGN DATA COLLECTION Please see each individual report for the methodology and data collection. DATA AND REPORTING RESPONDENT ANONYMITY The anonymity of respondents is always respected in order to encourage open and honest responses. This allows for more accurate data to be collected. In the feedback report to the MCA and Adforce, the comments provided by respondents will therefore not be traced back to them unless they provide adforceddb & ADFORCEDDB with express permission to reveal their identity. Prepared by: Daleen Hugo-Small Page 5 of 159

6 PROJECT DELIVERABLES QUANTITATIVE COMPONENTS ADFORCEDDB WAS RESPONSIBLE FOR: Questionnaire design Fieldwork: Training of interviewers, pilot interviews, actual interviewing, supervision, 20% back-check on all interviews conducted to ensure quality Data Capture Data Cleaning Data analysis and charting Detailed report with analysis in MS Word PowerPoint Presentation if requested THE MCA & ADFORCE WERE RESPONSIBLE FOR: Developing the success menu and visuals to be tested with relevant stakeholders by ADFORCEDDB Input into the research and questionnaire design Prepared by: Daleen Hugo-Small Page 6 of 159

7 CRAFTERS CRAFTER MATERIAL EXECUTIVE SUMMARY OF COMPREHENSIVE REPORTS Crafters were asked to indicate which craft materials they would describe as their field of expertise. This information could be useful when sourcing a variety of crafts for the proposed Namibian Arts & Crafts Centre in Swakopmund. From the crafters comprehensive report it can be noted that: 43.3% of Crafters make crafts from wood 26.7% make crafts from beads 10% use Makalani Palm Tree nuts to make crafts Other materials mentioned were weaving, linocut and traditional materials. Some Crafters furthermore specified a combination of more than one material from which they produce their crafts. COAST VISITED Crafters were posed the question of whether they have been to the Coast of Namibia before. The crafters comprehensive report depicts that the majority of all Crafters interviewed have been to the Coast of Namibia. This is very positive as one would assume that the Crafters would have an idea of what would work at the Coast and what would not work at the Coast in terms of arts and crafts. MONTHLY INCOME FROM CRAFTS Crafters had to state their monthly income which they earn from selling their crafts. Both the majority of Okahandja and Windhoek Crafters (50% respectively) indicated that they earn >N$1000 on a monthly basis by selling their crafts. 30% of the Okahandja Crafters and 20% of the Windhoek Crafters earn between N$ The Crafters in Swakopmund make a good living from selling crafts. It was indicated by 50% of the Swakopmund Crafters that they earn between N$ on a monthly basis. 40% earn between N$ per month. Prepared by: Daleen Hugo-Small Page 7 of 159

8 WILLINGNESS TO SELL GOODS The Crafters were asked whether they would be willing to sell their goods at the new Arts & Crafts Centre, should they have the opportunity to do so. In order to answer this question, the Crafters were shown the proposed image of the new Arts & Crafts Centre. All Okahandja Crafters (100%) pointed out that they would indeed be willing to sell their goods at the new Arts &Crafts Centre 20% of the Windhoek Crafters indicated that they would not be willing to sell their goods at the proposed Arts & Crafts Centre in Swakopmund whereas 80% would be willing to do so. 10% of the Swakopmund Crafters said that they would maybe sell their goods at the centre whereas 90% stated that they would sell their goods at the new centre. Overall this is a very positive finding as the centre cannot be successful unless there are arts and crafts to be sold. It is important to note that only the Swakopmund Crafters would maybe sell their goods at the proposed Arts & Crafts Centre in Swakopmund. The main reason for the answer given was that they would like to see the new centre first before deciding to sell their goods there. The main reasons of the 20% of Windhoek Crafters for not being willing to relocate to the Coast were because of the weather, it is cold at the coast and that they do not want to re-locate to Swakopmund. COSDEF community centres may be used to buy arts and crafts from Crafters for their crafts to be sold at the proposed Arts & Crafts Centre. Crafters were asked if they would be willing to sell their crafts through the centres should this be the case. The crafters comprehensive report indicates that all Crafters are eager to sell their goods through COSDEF community centres. Only 20% of the Swakopmund Crafters indicated a maybe at this question. REMUNERATION FOR CRAFTS Crafters had to indicate how they would like to be remunerated for their crafts should these be sold through the COSDEF community centres. The majority of all Crafters indicated that they would like to Prepared by: Daleen Hugo-Small Page 8 of 159

9 be immediately remunerated in cash. Only 10% of the total sample indicated that they would like to receive payment through commission. COSDEF EMPLOYEES AWARENESS OF PROPOSED NAMIBIAN ARTS & CRAFTS CENTRE Respondents were asked to indicate whether they were aware that a Namibian Arts & Crafts Centre was proposed for Swakopmund. It is interesting to note that 57% of COSDEF employees are already aware that such a Namibian Arts & Crafts Centre is planned for Swakopmund. The question is, what information have they received and do they believe the Namibian Arts & Crafts Centre to be viable? Communication still has to reach 43% of COSDEF employees. It is important that the right medium is used to communicate accurately and effectively about the proposed new Namibian Arts & Crafts Centre so as to ensure a positive attitude towards it further promoting its viability. GENERAL PUBLIC GENDER There was a 50:50 split between male and female respondents taking part in the survey. This gender split is representative of the Namibian population. OCCUPATION Respondents were asked what their occupation is: 19% of the total sample were students 10.1% were unemployed respondents AGE DISPERSION Respondents were asked to specify their exact age. 36.3% of the total general public sample that took part in the survey falls into the age category 28.8% fall into the age category 23.8% fall into the age category EMPLOYMENT STATUS Participants were asked to indicate their current employment status. It is clear from the general public comprehensive report that the vast majority of the general public sample (58.8%) is currently full-time Prepared by: Daleen Hugo-Small Page 9 of 159

10 employed. This is a positive finding. The 2 nd highest mention was for respondents indicating that they are students (16.3%). Of the total sample 11.3% are currently unemployed. None of the respondents interviewed were pensioners. MONTHLY INCOME The respondents had to specify into which income group they fall. This means the monthly income before any deductions: 45.0% of the total general public sample earn a monthly income of less than N$ % earn a monthly income between N$ None of the respondents that took part in the survey earn N$ or more per month The overall recommendation to be made is that the entrance fee and activities offered at the proposed Namibian Arts & Crafts Centre should not be expensive as the income earned by the majority is not high. If possible the entrance fee should be free ARTS & CRAFTS EXPERIENCE CENTRES VISITED The general public was asked to indicate which Arts & Crafts Centres they have visited before. The general public comprehensive report indicates that: 20.2% of the total sample indicated that they have visited the Post street Mall arts and crafts 11.9% of the general public sample has visited the crafts opposite the Zoo Park/Gustav Voigts. 7.1% have visited the Windhoek Crafts Centre. 7.1% have visited the NamCrafts Centre. It seems that the general public confuses the Windhoek Craft Centre with the NamCrafts curio shops. WINDHOEK ARTS & CRAFTS CENTRE VISITED After probing the question of which Arts & Craft Centres respondents have visited before, it was furthermore explored which of the respondents have specifically visited the Windhoek Arts & Crafts Centre. The general public comprehensive report clearly shows that the majority of the general public respondents (66.3%) have not visited the Windhoek Arts & Crafts Centre. Prepared by: Daleen Hugo-Small Page 10 of 159

11 Of the 33.8% of general public respondents that have visited the Windhoek Arts & Craft Centre before the following was mentioned: POSITIVE COMMENT: Respondents thought the centre to be attractive. Respondents mentioned that the Arts & Crafts Centre in Windhoek sells very nice pieces, but it is a bit expensive, especially for locals NEGATIVE COMMENT Respondents indicated that it is a bit too small and a lot of things are in a small space. Respondents mentioned that the Arts & Crafts Centre in Windhoek sells very nice pieces, but it is a bit expensive, especially for locals WINDHOEK ARTS & CRAFTS EXPERIENCE Respondent were asked to give a mark out of 10 for their total arts and crafts experience in Windhoek. A mean score of 7.5 out of 10 was awarded. This is a good rating, but there is room for improvement. Again it would be interesting to investigate why respondents gave the score they did was it because they truly feel the arts and crafts industry in Windhoek deserves the score or was the score given, due to the arts and crafts industry not catering enough for the general public? Again it is recommended that the Arts & Crafts Centre in Swakopmund caters for all and not only for tourists. COAST VISITED Respondents were asked whether they have ever been to the Coast of Namibia. 95% of the respondents that do not reside at the Coast of Namibia have been to the Coast. This is very positive as the respondents could have more easily visualised the proposed Arts & Crafts Centre and its location outside of Swakopmund. SWAKOPMUND ARTS & CRAFTS EXPERIENCE Those respondents that reside or have visited the Coast were asked to give a mark out of 10 for their total arts and crafts experience in Swakopmund. The general public comprehensive report indicates that the respondents rated a mark of 6.93 out of 10 for their total arts and crafts experience in Swakopmund. It is clear that there is room for improvement when it comes to the arts and crafts industry in Swakopmund. Prepared by: Daleen Hugo-Small Page 11 of 159

12 TOURISTS CENTRES VISITED It was important to gain information on which Arts & Crafts Centres tourists have visited before. These centres can potentially be used as a benchmark for developing the proposed Arts & Crafts Centre in Swakopmund. The tourist comprehensive report indicates that: 30.4% of the tourists have visited the NamCrafts Centre This arts and crafts workshop and shop is located at the Windhoek Craft Centre 8.9% have visited the Namibian Craft Centre in Windhoek VISITATION TO NAMIBIA Tourists were asked whether this is their first time in Namibia or if they have visited the country before. The tourist comprehensive report displays that 62% indicated that this was their first time to visit Namibia where as 32% indicated that they have visited Namibia before. This is positive as 32% can compare their previous arts and crafts experience with their current experience. Those tourists that have been to Namibia before had to indicate which tourist attractions they have visited before. Overall it can be noted that: 13.5% have been to the Dunes 10.8% have been to Etosha 5.4% have been to NamCrafts this is an Arts & Crafts workshop and shop 5.4% have been to the Coast 5.4% have been to the Snake Park in Swakopmund 5.4% have been to the Waterberg WINDHOEK ARTS & CRAFTS CENTRE VISITED It was explored which of the respondents have specifically visited the Windhoek Arts & Crafts Centre. The tourist comprehensive report indicates that 54% of the tourists that took part in the survey have been to the Windhoek Arts & Crafts Centre. Those who have been to the Windhoek Arts & Crafts Centre were asked to describe their experience at the centre with the majority indicating: It was nice. This is highlighted in orange in the tourist comprehensive report that is to follow. Prepared by: Daleen Hugo-Small Page 12 of 159

13 WINDHOEK ARTS & CRAFTS EXPERIENCE The respondents then had to give a mark out of 10 for their total arts and crafts experience in Windhoek. They scored their Windhoek arts and crafts experience with a mean score of 8.33 out of 10. This is a good score, but there is always room for improvement. The above finding is positive as tourists have an experience to share and compare with the proposed Arts & Crafts Centre in Swakopmund. The proposed Arts & Crafts Centre has the opportunity to score a higher score as there is now a basis to work from. Suggestions on how the centre can cater for all stakeholder needs have also been gathered during this survey. It is up to the organisers and decisionsmakers of the centre on what they would like to implement or exclude. Please see the tourist comprehensive report below. COAST VISITED Respondents were asked whether they have ever been to the Coast of Namibia. The tourist comprehensive report indicates that 63.3% of the tourists interviewed have visited the Coast. SWAKOPMUND ARTS & CRAFTS EXPERIENCE Those respondents that have visited the Coast of Namibia before were asked to give a mark out of 10 for their total arts and crafts experience in Swakopmund. A mean score of 7.73 was awarded to the arts and crafts industry in Swakopmund by the tourists. It is clear that there is room for improvement and a gap that could potentially be filled by the proposed Arts & Crafts Centre. TOUR OPERATORS REGION MAINLY OPERATING IN Respondents were asked in which region they mainly operate in. From the Tour operators comprehensive report it can be noted that: 30% of Tour Operators operate in the Erongo and Khomas region 20% in the Otjozondjupa region. Prepared by: Daleen Hugo-Small Page 13 of 159

14 AMOUNT OF TOURS AT OR TRAVELLING THROUGH THE COAST Tour Operators were asked of all the tours that they operate in a year, how many of them are at the Coast or how many of the tours only travel through the Coast. 22.2% indicated that they take 20 tours on average to the Coast. Please see the Tour operator s comprehensive report below. AMOUNT OF PEOPLE IN A TOUR GROUP The Tour Operators were asked to indicate how many people on average tour in a group that travels to or through the Coast. 30% indicated that on average a total of 4 tourists are in a group. The highest number of travellers indicated in a group was 15. PERCENTAGE OF INCOME Respondents were asked when considering all tours that they operate in a year, what percentage of their total annual income comes from tours being operated at the Coast. The following was found: 30% indicated that 6 10% of their yearly income comes from tours operated at the Coast 20% indicated a 46 55% income through tours run at the Coast Please see the Tour operator s comprehensive report below. TOP 5 PLACES VISITED AT THE COAST The Tour Operators were asked to name the top 5 places they normally visit during tours at the Coast. Please note that some respondents gave a general place whereas others were more specific in their answer. The highest mentions have been highlighted in purple in the Tour operator s comprehensive report below. Six places came out on top: % indicated Town tours in Swakopmund 2. Another 11.6% mentioned the Cape Cross Seal Reserve % indicated Town tours in Walvis Bay % mentioned the living desert tours % listed the Moon landscape 6. And another 7.0% said one of the top attractions are scenic flights Prepared by: Daleen Hugo-Small Page 14 of 159

15 REASON WHY TOUR OPERATORS OFFER PLACES Respondents were asked why they specifically offer to take tourists to visit these places. The following reasons were given: Typical Namibian itineraries offer visits to these places to our client base They are nice places to visit but we also receive commission at these places These are the main attractions of Swakopmund and a big demand to visit these places exists The tourists want adventure, they want to experience Namibia's Coastal and marine life It is on the route of the tour Because of their scenic and cultural interest These are places of interest Because it is on demand Attractions and shopping As we mainly offer self-drive tours clients request to see certain sights which we incorporate in their itinerary COMMISSION RECEIVED The Tour Operators were then posed the question at which of the above mentioned places they receive commission. The Tour operator s comprehensive report indicates that: The vast majority of Tour Operators (70%) indicated that they do not receive any commission at the places mentioned 10% indicated that they do receive commission at all places mentioned, especially with the scenic flights and the Mola Mola tours giving the highest commission Another 10% said that one receives commission at all the tourist spots VISIT TO A PLACE SELLING ARTS & CRAFTS Those Tour Operators that did not mention an Arts & Crafts destination under the top five places to visit were asked whether they take their tour groups to visit a place where arts and crafts are sold. The following was found: 70% of Tour Operators do take their tour groups to an Arts & Crafts destination 30% indicated that they do not Prepared by: Daleen Hugo-Small Page 15 of 159

16 Please note that some of the Tour Operators who were contacted telephonically gave a no at this question as they often encourage their tourists to entertain themselves at certain times and can thus not comment on all the places that the tourists have visited by themselves. WHERE DO YOU TAKE THEM Those respondents indicating that they take their tour groups to an Arts & Crafts destination were asked to mention the name of the destination. Specific mention with the highest score of 57.2% was given to the Craft market at Cafe Anton. DETERMINING FACTORS WHEN CHOOSING TOUR DESTINATION The Tour Operators were asked which factors they regard as important when choosing a destination to visit with tourists. It comes as no surprise that safety and service were mentioned the most with the combination of safety, service, price, reliability and fairness receiving a 40% mention. The client interest is also a very important factor to consider. Prepared by: Daleen Hugo-Small Page 16 of 159

17 COMPARISON BETWEEN STAKEHOLDER GROUPS ON VIABILITY OF PROPOSED ARTS & CRAFTS CENTRE TESTING OF POSSIBLE OFFERING VIABILITY OF PROPOSED IDEAS FOR THE NAMIBIAN ARTS & CRAFTS CENTRE Ideas were proposed for the new Namibian Arts & Crafts Centre by the MCA and consequently tested by AdforceDDB. Respondents were asked to give each proposed idea a mark out of 10 for its believed viability where 1 is not viable at all and 10 is definitely viable. Ideas tested together with the mean score obtained for each stakeholder group will be presented and discussed in the report to follow. From the table below it can be noted that the top three ideas rated as most viable were different for each stakeholder group. HIGHEST MENTIONS The general public and the COSDEF employees placed a focus on having a Visitors Information Centre at the proposed arts and crafts centre. The Tour Operators feel the white tent covering the amphitheatre to be viable and important. It was specifically mentioned by the Tour Operators that the tent is a good idea, because of the weather conditions often found at the Coast The tourist view the arts and crafts units being made from traditional building materials and making use of colours that would reflect the different hues of the regions in Namibian as most viable. 2 ND HIGHEST MENTIONS The General Public and the COSDEF employees furthermore feel that the idea of projecting images of our country on a white wall in the shop/café is also viable. The 2 nd highest mention by this stakeholder group was given for sound tracks of bird-life and local singing to be played in the background as well as the units producing the various items to be placed in a horse shoe shape around the amphitheatre. Having a Visitors Information Centre and allowing the centre to be a busy and active environment were also rated highly by this stakeholder group. Prepared by: Daleen Hugo-Small Page 17 of 159

18 The tour operators indicated that they believe the soundtrack of bird-life and local singing playing in the background of the café and main shop is viable. They also scored the idea of having the units that produces the arts and crafts in a horse shoe shape around the amphitheatre with a high score of 7.70 out of 10. The tourists feel the idea of allowing the centre to be a busy and active environment where visitors can witness the products being made as viable. A score of 7.60 out of 10 was awarded for this. 3 RD HIGHEST MENTIIONS The general public feels the white tent covering the amphitheater to be viable and important due to the weather that is found at the coast. The tour operators and tourist mentioned that the visitor s information Centre will be viable. The tourists scored a higher score for this idea than the tour operators. The COSDEF employees would like the arts and crafts units to be made from traditional building materials and colours to be used that would reflect the different hues of the Namibian regions. Please Note: 1. Highlighted in pink 2. Highlighted in yellow 3. Highlighted in green Please see the table below. Prepared by: Daleen Hugo-Small Page 18 of 159

19 The centre may be a busy active environment where visitors can witness the products being produced. Visitors may be able to join in with the process of making products e.g. jewellery The arts and crafts units' may be made from the traditional materials and colours reflecting the different hues of the regions. The shop/café may have images of the North, homesteads, Ruacana Falls, Epupa, Opuwa, Kavango river to be subtly projected on a white wall. Soundtracks of bird-life and local singing may be played in the background in the café and main shop. The units producing the various items may be arranged in a horse shoe shape around a central amphitheatre. The amphitheatre may be covered with a removable large white tent. Visitors information centre providing directions, accommodation and activities for the town and region General Public Tour Operator Tourists COSDEF Employees BELIEVED IMPORTANCE OF CERTAIN ELEMENTS Respondents were asked to comment on whether they believe that certain elements should be present in the proposed Namibian Arts & Crafts Centre in Swakopmund. Various elements were presented to respondents where they were required to provide a mark out of 10 for level of importance where 1 is not important at all and 10 is very important. The table below indicates the results. Again data analysis was run between the different stakeholder groups and also overall. HIGHEST MENTIONS The general public, tour operators and COSDEF employees strongly believe that cleanliness should be part of the centre. A score of 9.86 and 9.40 out of 10 was awarded for this element. Tourists indicated natural light as the most important element to consider and scored it a favourable 8.98 out of 10. Prepared by: Daleen Hugo-Small Page 19 of 159

20 2 ND HIGHEST MENTIONS The general public and tour operators view the interaction that tourist can have with Namibians as also important and scored it 2 nd highest of all the elements presented the tourists and COSDEG employees feel that making use of natural building materials is more viable. 3 RD HIGHEST MENTIONS The general public indicated that the use of natural building materials is also very viable. This was supported by the COSDEF employees who prefer a natural Namibian décor to be visible in the proposed arts and crafts centre. The tour operators mentioned natural light as the 2 nd most viable idea and scored it 9 out of 10. Tourist would like to see the centre clean and therefore score the idea of cleanliness to be viable at the centre with 8.94 out of 10. Please Note: 4. highlighted in pink 5. highlighted in yellow 6. highlighted in green Please see the table below. General Public Tour Operator Tourists COSDEF Employees Cleanliness Natural Light Making use of natural building materials e.g. natural wood, rock, steel Making use of natural décor e.g. Namibian baskets nailed to walls Local music playing in the background Having tourists meet and interact with Namibians Prepared by: Daleen Hugo-Small Page 20 of 159

21 ATTRACTIVENESS OF ACTIVITIES OFFERED Respondents were presented with a list of proposed activities to be offered at the Namibian Arts & Crafts Centre. Again they were required to rate the attractiveness of the proposed activities on a scale of 1 to 10 where 1 means that they do not like the idea at all and where 10 means that they like the idea very much. HIGHEST MENTIONS The general public felt that all the activities are attractive as none of the scores awarded was below 7 out of 10. The highest score was awarded to the proposed arts and crafts centre having a large lecture room to be hired out or used by the community. It scored 9.21 out of 10. Tour operators indicated that they like the idea of a café very much, as did the tourists. A high score was awarded for this proposed activity by both stakeholder groups. The COSDEF Employees mentioned that the bead making proposed activity would be the believed most attractive activity. Employees score it 9.57 out of ND HIGHEST MENTIONS The general public like the idea of a picnic area second most. It received a score of 8.68 out of 10. The tour operators would like to see a landscaped water friendly indigenous garden at the proposed arts and crafts center. This is interesting as tourist suggested more plants and trees when asked to give advice or suggestions on how the proposed arts and crafts center can be improved. It is clear that tour operators know their customers when it comes to the tourists. It can therefore also be stated that a natural environment is valued by tourists and tour operators as natural light was also an element that was indicated as very important to keep in mind when designing the center. Tourists indicated that they would like to see the solar ovens at the center. Tourist as found in this study would like to experience Namibian as a whole. This includes both food and people. The COSDEF Employees scored jewellery making, leather works, lecture room and a café all 9.29 out of 10. The above being the 2 nd most viable proposed activities according to them. Prepared by: Daleen Hugo-Small Page 21 of 159

22 3 RD HIGHEST MENTION The amphitheater was mentioned by both the general public and the tour operators. These stakeholder groups would like to see performances being offered at the amphitheater. The tourist would like to see school shops. It links back to wanting to experience Namibia as a whole, but to also wanting to support the communities where possible. The COSDEF Employees score beauty therapies as the 3 rd most liked idea. It is interesting that the rest of the stakeholder groups rated this activity as not important and low. Please Note: 1. Highlighted in pink 2. Highlighted in yellow 3. Highlighted in green Please see table below with results: General Tour COSDEF Tourists Public Operator Employees Pottery Jewellery Bead making Leather works Glass recycling e.g. making products from used glass and bottles Solar ovens - bread making & traditional food products Wire products Dress making Basket weaving Hair braiding Massages Beauty therapies using natural products such as Kalahari Melon seed, xemenia etc. A large lecture room to be hired and to be used by the community e.g. school projects A main shop A café Amphitheatre with performances e.g. cultural dancing Prepared by: Daleen Hugo-Small Page 22 of 159

23 School shops e.g. where kids can sell their products Flea market Public lectures Puppet show Landscaped water friendly indigenous garden Maze type theme playground for children to play in Picnic area OPENING AND CLOSING TIMES Respondents were asked to comment on the times when they believe the Namibian Arts & Crafts Centre should be open. The table below indicates all responses provided by each stakeholder group together with the average and most frequent opening and closing time recommended by each. OPEN FROM From the information provided below, it is clear that: The general public and tour operators mentioned that the centre should open its doors at 08h00 in the morning. The tourists would like the centre to open at 0900 in the morning. The COSDEF employees indicated that the centre should open at 07h00 in the morning. OPEN TILL The general public would like the centre to close at 17h00 in the evening The tour operators and tourist indicated that the centre should close at 18h00 in the evening. COSDEF employees indicated the closing times as 18h00 or 19h00. Please see the tables below. Prepared by: Daleen Hugo-Small Page 23 of 159

24 OPEN FROM OPEN TILL General Public Tour Operator Tourists General Public Tour Operator Tourists 08:00:00 07:30:00 06:00:00 14:00:00 18:00:00 15:00:00 08:15:00 08:00:00 07:00:00 16:00:00 18:45:00 16:00:00 08:30:00 08:30:00 08:00:00 16:45:00 19:00:00 17:00:00 09:00:00 09:00:00 09:00:00 17:00:00 18:00:00 10:00:00 10:00:00 18:00:00 19:00:00 12:00:00 13:00:00 19:00:00 20:00:00 13:00:00 14:00:00 19:20:00 21:00:00 15:00:00 20:00:00 22:00:00 16:00:00 21:00:00 22:00:00 23:00:00 00:00:00 Mean 08:20:39 08:03:20 09:02:24 18:39:49 18:13:08 18:44:24 Most 08:00:00 08:00:00 09:00:00 17:00:00 18:00:00 18:00:00 OPEN FROM OPEN TILL 8h00 18h00 5h00 23h00 COSDEF 7h00 19h00 EMPLOYEES 7h00 12h00 7h00 19h00 8h30 18h00 8h00 21h00 Mean 07h19 18h57 Most Frequent 07h00 18h00 & 19h00 VIABILITY OF THE NAMIBIAN ARTS & CRAFTS CENTRE BELIEVED VIABILITY Now that respondents are aware of what is proposed for the new Namibian Arts & Crafts Centre in Swakopmund, they were asked whether they believe the Centre to be viable. The following can be noted between stakeholder groups: The general public gave the highest score of 9.40 out of 10 The tourist gave the 2 nd highest score of 9.02 out of 10 The crafters gave the lowest score, but still a high score of 7.83 out of % of the employees believe the centre to be viable Prepared by: Daleen Hugo-Small Page 24 of 159

25 VISUAL APPEAL Visuals of the proposed centre were shown to some of the stakeholder groups. The participants had to give an overall mark out of 10 for the image that is portrayed in the visual. In other words what the centre would look like. The following can be noted between stakeholder groups: The general public gave the highest score of 9.03 out of 10 The tourist gave the 2 nd highest score of 8.62 out of 10 The crafters gave the lowest score, but still a high score of 8.07 out of 10 What do you think of the idea of what the centre will look like? 8.62 The image that is portrayed in the visual. In other words what the centre would look like The idea of opening a Namibian Arts and Crafts Centre in Swakopmund Tourists General Public Crafters BELIEVED VIABILITY PERSONALLY USING THE FACILITY After the idea of the proposed arts and crafts centre in Swakopmund was communicated and the visuals shown, stakeholder groups were asked whether they would visit the centre. It is positive to see that an average of 81.2% of the total sample indicated a yes to this. 97.6% of the general public sample indicated that they would like to visit the centre. Prepared by: Daleen Hugo-Small Page 25 of 159

26 Now that you have an idea of what the centre would look like and what activities can be offered, would you want to visit this centre? Maybe 2.4% 16.0% 20.0% No 18.0% Yes 66.0% 80.0% 97.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Tourists Tour Operator General Public Crafters VIABILITY OF OTHER NAMIBIANS VISITING THE CENTRE The vast majority of all the stakeholders indicated that they feel other Namibians would also be interested in visiting the centre. Please see the graph below. Do you think other Namibians would also be interested in visiting this centre? Maybe 2.0% 5.0% 30.0% No 2.5% Yes 70.0% 92.5% 98.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Tourists Tour Operator General Public Crafters Prepared by: Daleen Hugo-Small Page 26 of 159

27 OVERALL RESULTS ON VIABILITY OF PROPOSED ARTS & CRAFTS CENTRE TESTING OF POSSIBLE OFFERING VIABILITY OF PROPOSED IDEAS FOR THE NAMIBIAN ARTS & CRAFTS CENTRE Ideas were proposed for the new Namibian Arts & Crafts Centre by the MCA and consequently tested by AdforceDDB. Respondents were asked to give each proposed idea a mark out of 10 for its believed viability where 1 is not viable at all and 10 is definitely viable. Ideas tested together with the mean score obtained for each are presented in the graph below. The top five most viable ideas indicated by all stakeholder groups were: 1. Having a visitors information centre providing directions, accommodation and activities for the town and region 2. The proposed centre should be busy with an active environment where visitors can witness the products being produced 3. The arts and crafts units should be made from traditional materials and colours should be used to reflect the different hues of the Namibian regions 4. The amphitheatre should be covered with a large removable white tent due to the weather conditions often present at the coast. 5. Having images of the North, homesteads, Ruacana Falls, Epupa, Opuwo, Kavango River to be subtly projected on a white wall inside the café/shop. Please see the graph below for more information. Prepared by: Daleen Hugo-Small Page 27 of 159

28 BELIEVED IMPORTANCE OF CERTAIN ELEMENTS Respondents were asked to comment on whether they believe that certain elements should be present in the proposed Namibian Arts & Crafts Centre in Swakopmund. Various elements were presented to respondents where they were required to provide a mark out of 10 for level of importance where 1 is not important at all and 10 is very important. The top five most important elements indicated by all stakeholder groups were: 1. Cleanliness 2. Having tourists meet and interact with Namibians 3. Operating times 4. Making use of natural building materials 5. Natural light Prepared by: Daleen Hugo-Small Page 28 of 159

29 ATTRACTIVENESS OF ACTIVITIES OFFERED Respondents were presented with a list of proposed activities to be offered at the Namibian Arts & Crafts Centre. Again they were required to rate the attractiveness of the proposed activities on a scale of 1 to 10 where 1 means that they do not like the idea at all and where 10 means that they like the idea very much. The top ten most attractive activities indicated by all stakeholder groups were: 1. A large lecture room to be hired out or used by the community 2. Amphitheatre with performance 3. A Café 4. A picnic area 5. Leather works 6. Landscaped water friendly indigenous garden 7. Jewellery 8. Bead making 9. A main shop 10. Solar ovens & Glass recycling Prepared by: Daleen Hugo-Small Page 29 of 159

30 Please see the graph below. PROPOSED ENTRANCE FEE Respondents were asked which entrance fee they believe should be charged at the centre. Tour operators where further asked whether the proposed entrance fee should be charged per group or per person. You will notice that the majority of respondents indicated that they believe the entrance to the Namibian Arts & Crafts Centre should be free... Prepared by: Daleen Hugo-Small Page 30 of 159

31 VIABILITY OF THE NAMIBIAN ARTS & CRAFTS CENTRE BELIEVED VIABILITY Now that respondents are aware of what is proposed for the new Namibian Arts & Crafts Centre in Swakopmund, they were asked whether they believe the Centre to be viable. A mean score of 8.99 was awarded for the idea of opening the proposed arts and crafts centre. This is a very positive score and it can therefore be stated that all stakeholders think the centre to be viable. VISUAL APPEAL Visuals of the proposed centre were show to some of the stakeholder groups. The participants had to give an overall mark out of 10 for the image that is portrayed in the visual. In other words what the centre would look like. A mean score of 8.72 was awarded for the image that was portrayed in the visual. It can therefore be stated that the majority of all the stakeholders liked the visual of what the centre could potentially look like. Please see the graph below. What do you think of the idea of what the centre will look like? The image that is portrayed in the visual. In other words what the centre would look like The idea of opening a Namibian Arts and Crafts Centre in Swakopmund Prepared by: Daleen Hugo-Small Page 31 of 159

32 PROPOSED LOCATION PROPOSED VIABILITY OF LOCATION Respondents were told of the proposed location for the Namibian Arts & Crafts Centre and were asked whether they believe that it will still be viable. It is clear from the graph below that overall 63.5% of all stakeholders indicated that they think the proposed location will work. WHY WILL THE PROPOSED LOCATION WORK? Respondents indicated that the main reasons why the proposed location will work are because: 1. It is close to/on the road and at the entrance of Swakopmund 2. Easily seen or located 3. Close to the airport 4. Most people make use of those two roads 5. No disturbances and noise Prepared by: Daleen Hugo-Small Page 32 of 159

33 Close to/on the road and at the entrance of Swakopmund 26.09% Close to the airport 8.70% Most make use of those two roads 7.61% No disturbances and noise 7.61% Away from traffic congestion 1.09% Easily seen/located 26.09% Close to the Swakopmund but out of town 6.52% They should talk to other towns, make it in the newspaper and market it in magazines so that people that are coming to Swakopmund will be attracted and make transfers and call out all artist around the world and outside the world 1.09% Because there is already one in the town itself 1.09% The town is too small. There is not enough space for a new centre therefore the chosen place is good 1.09% First thing you see so you spent money first there before you see anything else 1.09% To support the entrepreneurs who will be selling at the centre 1.09% People will come for the opening if the advertising is fine and if the price is right. I will be there 1.09% It looks beautiful and the people will like it 1.09% Great enterprises, business opportunities, greater area for everybody that passes by 1.09% Because it is next to the Mondesa location. Local people can go there whenever they get bored 1.09% The local people will also come. Every Namibian will come to that place because the place is at the main road 1.09% Group clients can be taken to the site in their bus or vehicle. Individual travellers / self-drive clients attention will need to be created by other means - i.e. large bill boards 1.09% Parking will not be a problem 1.09% Everyone will want to visit a new centre. They want to travel around 1.09% If there is good advertisements 1.09% Tourists love to see great places and this centre looks great. People won't mind going there and the location is great 1.09% % NEW PROPOSED LOCATION Respondents suggested that the centre is built in the centre of town. This was indicated by 42.8% of the tourist that took part in the survey. Please see the table below with the response highlighted in green. Prepared by: Daleen Hugo-Small Page 33 of 159

34 If all the reasons for the proposed new location are summarised it all boils down to the fact that the city centre is closer to everyone and everything. 51.4% indicated that the arts and crafts centres should be located in the City Centre of Swakopmund. Please see the table below for further detail. Respondents had to indicate their reasons to the above new proposed locations. Please see the table below for responses recorded. Prepared by: Daleen Hugo-Small Page 34 of 159

35 Arts & Craft Centre in town Beachfront or Beach Gardens Between Swakopmund and Walvis Bay City centre Close to the Jetty Coast line Industrial area or town itself Kempinski site Mondesa Nelson Mandela Ave and 1st Ave Next to people Nordring Ocks&Meyerstr in that corner Opposite the Swakopmund Bungalows The stadium Vineta A lot of tourists love visiting the beach and moving in this area. It would be convenient for the crafters to make money Because everybody goes to town and has access to it Because it is close to people's houses Because it will attract the local community and tourists Because it will be cheap for those who do not have cars Easier to go there 100 % 0.0% 5.3% 0.0% 5.3% 0.0% 5.3% 33. 3% 33. 3% Everybody moves in town and business can be of greater benefit for crafters and easier for customers Everyone walks around the area Everyone will visit the centre if it's in town like out of town, no ways foot traffic, part of Swakopmund 5.3% 0.0% 5.3% 0.0% It allows access to all people and it will be close to all people 5.3% It is a central business working area and it is going to be easy for everyone to see It is a tourist attraction area and they frequently move up and down in the city/town It is close to everyone 0.0% 5.3% 5.3% 100 % % 100 % 10 0 % It is closer for the people of the community to come there It is closer to everyone and will attract more people It is for everyone to see 0.0% 5.3% 5.3% 33. 3% It is nice there 0.0% 100% It is too far, put it in a walking distance 5.3% It will save time and transport cost. It is near other tourist facilities 5.3% It's closer to everybody 5.3% It's more central 50 % More in the centre 50 % More tourists come from the harbour. They don't go to far places. They only go up to Swakopmund. I think the centre should be at 100 % Langstrand Nice place because it is near the sea Sell where people are and money comes to you 100 % That's within walking distance, people can get 5.3% there easily The fact that it's situated in town and it makes 100. it convenient for all to move in that direction 0% There will be more customers and during holidays and weekends people can go there. It 5.3% should be near the see, because a lot of people like going there and it will attract them. They should move it 1km closer to the centre of 5.3% the town They will make more profit, I am sure 5.3% Tourists are well founded and well treated 100 % Visitors will be able to see it as it is through the main road. Local people will also have a chance because it is in the location. We all go to town and it is a daily routine and 5.3% access is much more convenient Where the customers are is where the money 5.3% is You have more tourist traffic there. There is a loophole from Windhoek to Swakop as most travel from South to North % 100% 100% Prepared by: Daleen Hugo-Small Page 35 of 159

36 ADVERTISEMENT MEDIUM Respondents had to indicate which media medium they would prefer to learn about the proposed arts and crafts centre. It is clear from the graph below that respondent chose the following top 3 mediums: 23.7% Newspapers 22.3% Television 20.9% Radio Please see the graph below. Prepared by: Daleen Hugo-Small Page 36 of 159

37 RECOMMENDATIONS ON PROPOSED ARTS & CRAFTS CENTRE Overall the following can be stated: All stakeholder groups are positive about the proposed arts and crafts centre The crafters in Swakopmund have reservations regarding the centre it is unsure as to what the precise reasons are, but it could be over-come by open and regular communication Care should be taken when designing the activities and layout of the centre as it was often found in the data that tourists have a different focus than the rest of the stakeholder groups. Tourists focus on having to meet and interact with Namibians and experience Namibian tranquillity and cuisine. A Namibian theme should be used throughout the design and decoration of the centre. Overall it can therefore be argued that the ideas presented were all received positively and believed to be viable. Based on the observed scores, it is suggested by AdforceDDB that particular attention is given to creating an information centre that is lively and where tourists can have the freedom to interact with Namibians. Please note that it was regarded as more viable for visitors to the Centre to observe products being produced rather than participating themselves. Participation however did not receive a low viability score in general. It may however require more encouragement to render it viable. You will notice that respondents felt that the proposed elements such as cleanliness, having tourists meet and interact with Namibians, operating times, natural light; natural building materials were identified as the top 5 elements to incorporate at the proposed arts and crafts centre. Overall it can be stated that all the elements were indicated as important as the means score were above 7 out of 10. Good ratings were awarded for each element. Prepared by: Daleen Hugo-Small Page 37 of 159

38 It is suggested by AdforceDDB that all of these elements are present in the proposed Namibian Arts & Crafts Centre. Particular attention should be given to keeping the Namibian Arts &Crafts Centre clean and offering a space where tourists can interact with Namibians. As also seen under the heading of viability, personal touch and interaction with Namibians were regarded as the most important elements to the Namibian Arts & Crafts Centre, closely followed by the Namibian ambiance created through natural building material and local music playing in the background. Natural Namibian decor and natural light were also rated as very important. Again you will notice that on average, all of the proposed activities scored favourably. The lowest scoring activity was for a puppet show scoring 6.53 out of 10. The 2 nd lowest scoring was for massages scoring 6.82 out of 10. None of the activities scored lower than 6 out of 10. Please note however that although these activities received the lowest rankings, their scores were still favourable. If however the Namibian Arts & Crafts Centre cannot afford to offer all of the proposed activities, these should be the first to be cut. A focus on education is also regarded as attractive with lectures and a public lecture room being positively received. A cafe was also regarded as a great draw card. This was expected as visitors to the Namibian Arts & Crafts Centre might stay for a while, therefore requiring the availability of refreshments. A Main shop and picnic area is viewed as important as it contributes to tourists interacting with Namibians and experiencing Namibia. The general public would also make use of these facilities during the low tourist season. It is suggested by AdforceDDB that the above activities are not compromised on since they all received the highest scores. It is recommended that the centre opens at 08h00 in the morning and closes at 18h00 The entrance fee should be free Stakeholders would like to see advertisement of the centre e.g. in hotels, the newspapers both local and international Stakeholders would like a swimming pool to be added to the centre There should be a lot of plants Prepared by: Daleen Hugo-Small Page 38 of 159

39 Overall the visual representation is favoured by the majority of stakeholders Care should be taken to keep up with the standards firstly introduced at the centre when it comes to cleanliness and staff attitude. Continuous customer feedback should be gathered to improve where necessary and to keep standards high. OVERALL CONCLUSION TO BE DRAWN FROM THE RESEARCH: The proposed arts and crafts centre is perceived as viable The proposed location is perceived as viable The majority of all stakeholders would want to visit the centre should it open in Swakopmund. Prepared by: Daleen Hugo-Small Page 39 of 159

40 CRAFTERS COMPREHENSIVE REPORT Prepared by: Daleen Hugo-Small Page 40 of 159

41 SAMPLE INFORMATION AdforceDDB is of the opinion that it was necessary for the producers of arts and crafts to take part in this study as the proposed Arts & Crafts Centre would not be viable if there are no products to produce and to be sold at the centre. In this report the producers will be referred to as: Crafters. Intercept interviews were conducted with Crafters in and around Swakopmund, Okahandja and Windhoek. A 10-15min structured questionnaire was used. The following sample was drawn: Okahandja Total sample: 10 Swakopmund Total sample: 10 Windhoek Total sample: SCREENER QUESTIONS Screener questions were asked to ensure that the right people were interviewed for this project. ARE YOU 18 YEARS OR OLDER? Respondents were asked whether they are 18 years or older. From the pie chart below it is clear that all Crafters interviewed were 18 years and older. Are you 18 years or older? 0% 100% Yes No Prepared by: Daleen Hugo-Small Page 41 of 159

42 DO YOU MAKE THESE CRAFTS YOURSELF? The Crafters were asked whether they make their own products of if they only sell the products for someone else. All Crafters interviewed had to make their own crafts in order to take part in this survey. Of the total sample, 100% of the Crafters that took part in this survey make their own crafts. Please see the pie chart below to support the statement made. Do you make these crafts yourself? 0% 100% Yes No DEMOGRAPHICS GENDER No gender split was specified for the Crafter segmentation. It is interesting to note from the chart below that 80% of the Crafters interviewed were male and only 20% were female. Gender dispersion 20% 80% Male Female Prepared by: Daleen Hugo-Small Page 42 of 159

43 CRAFTER MATERIAL Crafters were asked to indicate which craft materials they would describe as their field of expertise. This information could be useful when sourcing a variety of crafts for the proposed Namibian Arts & Crafts Centre in Swakopmund. From the chart below it can be noted that 43.3% of Crafters make crafts from wood, 26.7% make crafts from beads and 10% use Makalani Palm Tree nuts to make crafts. Other materials mentioned were weaving, linocut and traditional materials. Some Crafters furthermore specified a combination of more than one material from which they produce their crafts. What material is your field of expertise? 3.3% 6.7% 26.7% 43.3% 10.0% 3.3% 3.3% 3.3% Beads Beads and Tradition Materials Linocut Makalani Palm Tree nuts Weaving Wood Wood and Beads Wood and Weaving When further exploring this question between sample points it is interesting to note that the majority of Crafters in Windhoek (40%) specialise in bead work whereas the majority of Crafters in Okahandja (60%) and Swakopmund (50%) specialise in wood crafting. Of the Crafters interviewed during this study only the Windhoek Crafters (30%) make crafts from Makalani Palm Tree nuts. Please see the table below for more information. Prepared by: Daleen Hugo-Small Page 43 of 159

44 Windhoek Okahandja Swakopmund Beads 40.0% 20.0% 20.0% Beads and Traditional Materials 10.0% Linocut 10.0% Makalani Palm Tree nuts 30.0% Weaving 10.0% Wood 20.0% 60.0% 50.0% Wood and Beads 10.0% 10.0% Wood and Weaving 10.0% 100% 100% 100% Typical Crafts sold: For your information below please find images of typical crafts sold by the Crafters interviewed. Prepared by: Daleen Hugo-Small Page 44 of 159

45 AGE DISPERSION Respondents were asked to specify their exact age. The graph below displays the age dispersion of the Crafters interviewed in Windhoek, Okahandja and Swakopmund respectively. The majority of Crafters fall into the age category of This was true for all three sample points. Age dispersion 61+ years years years years years 10.0% 10.0% 10.0% 10.0% years 50.0% 60.0% 70.0% years 20.0% 20.0% years 20.0% 20.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Swakopmund Okahandja Windhoek REGION OF BIRTH The Crafters had to state in which region of Namibia they were born. Non-Namibian citizens were asked in which country they were born instead. The majority of the Okahandja Crafters (60%) were born in the Okavango Region. The majority of the Windhoek Crafters were born in the Omusati (30%) and Kunene Region (30%). The majority of the Swakopmund Crafters were born in the Ohangwena (20%) and Caprivi (20%) region. A percentage of Swakopmund Crafters (30%) were born in another African country. Please see the graph below. Prepared by: Daleen Hugo-Small Page 45 of 159

46 Region dispersion Other: Zimbabwean Other: Zambian 10.0% 10.0% Other: Matabeleland North/Zimbabwe Other: Congolese 10.0% 10.0% Otjizondjupa 10.0% Oshikoto Oshana Omusati Omaheke 10.0% 10.0% 10.0% 30.0% Okavango Ohangwena Kunene Khomas 10.0% 10.0% 20.0% 30.0% 60.0% Karas Hardap Erongo Caprivi 10.0% 10.0% 20.0% 20.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Swakopmund Okahandja Windhoek COAST VISITED Crafters were posed the question of whether they have been to the Coast of Namibia before. The graph below depicts that the majority of all Crafters interviewed have been to the Coast of Namibia. This is very positive as one would assume that the Crafters would have an idea of what would work at the Coast and what would not work at the Coast in terms of arts and crafts. Have you been to the Coast of Namibia? Swakopmund 100.0% Okahandja 40.0% 60.0% Windhoek 40.0% 60.0% 0% 20% 40% 60% 80% 100% No Yes Prepared by: Daleen Hugo-Small Page 46 of 159

47 The main reasons given by those Crafters who indicated that they have not been to the Coast of Namibia were that they have not had the opportunity to go there and that they don t have money for transport and accommodation. When taking a closer look at the reasons given above and splitting them between sample points it was found that only the Okahandja Crafters pointed out that they do not have money for transport and accommodation to travel to the Coast whereas the Windhoek Crafters have not had an opportunity to travel. Please note that the Swakopmund Crafters are not represented in this graph as they reside at the Coast. If NO, Why not? I'm busy with my business in Okahandja. I do not have time to travel. 25.0% I just stay in Windhoek 33.3% I have not had the opportunity to go there yet 25.0% 66.7% I don't have money for transport and accomodation 50.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Swakopmund Okahandja Windhoek MONTHLY INCOME FROM CRAFTS Crafters had to state their monthly income which they earn from selling their crafts. Both the majority of Okahandja and Windhoek Crafters (50% respectively) indicated that they earn >N$1000 on a monthly basis by selling their crafts. 30% of the Okahandja Crafters and 20% of the Windhoek Crafters earn between N$ Prepared by: Daleen Hugo-Small Page 47 of 159

48 The Crafters in Swakopmund make a good living from selling crafts. It was indicated by 50% of the Swakopmund Crafters that they earn between N$ on a monthly basis. 40% earn between N$ per month. Please see the graph below to support the above statements made. Income dispersion N$ N$ % N$ N$ % 10.0% N$ % 30.0% 50.0% N$ % 20.0% 40.0% > N$ % 50.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Swakopmund Okahandja Windhoek TESTING OF POSSIBLE OFFERING WILLINGNESS TO SELL GOODS The Crafters were asked whether they would be willing to sell their goods at the new Arts & Crafts Centre, should they have the opportunity to do so. In order to answer this question, the Crafters were shown the proposed image of the new Arts & Crafts Centre. All Okahandja Crafters (100%) pointed out that they would indeed be willing to sell their goods at the new Arts & Crafts Centre. Only 20% of the Windhoek Crafters indicated that they would not be willing to sell their goods at the proposed Arts & Crafts Centre in Swakopmund whereas 80% would be willing to do so. 10% of the Swakopmund Crafters said that they would maybe sell their goods at the centre whereas 90% stated that they would sell their goods at the new centre. Overall this is a very positive finding as the centre cannot be successful unless there are arts and crafts to be sold. Prepared by: Daleen Hugo-Small Page 48 of 159

49 Please see the graph to follow for further detail. Would you be willing to sell your goods at this Arts & Crafts Centre? Swakopmund 10.0% 90.0% Okahandja 100.0% Windhoek 20.0% 80.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Maybe No Yes It is important to note that only the Swakopmund Crafters would maybe sell their goods at the proposed Arts & Crafts Centre in Swakopmund. The main reason for the answer given was that they would like to see the new centre first before deciding to sell their goods there. Seeing is believing. I want to see the new centre first Windhoek Okahandja Swakopmund 100.0% 100% The main reasons of the 20% of Windhoek Crafters for not being willing to relocate to the Coast were because of the weather, it is cold at the coast and that they do not want to re-locate to Swakopmund. Please see the table below. Prepared by: Daleen Hugo-Small Page 49 of 159

50 Because of their weather condition, it is very cold there I don't want to re-locate Windhoek Okahandja Swakopmund 50.0% 50.0% 100% COSDEF community centres may be used to buy arts and crafts from Crafters for their crafts to be sold at the proposed Arts & Crafts Centre. Crafters were asked if they would be willing to sell their crafts through the centres should this be the case. The graph below indicates that all Crafters are eager to sell their goods through COSDEF community centres. Only 20% of the Swakopmund Crafters indicated a maybe at this question. Would you be willing to sell your crafts to them so they can sell it at the Namibian Arts and Crafts Centre in Swakopmund? Swakopmund 20.0% 80.0% Okahandja 100.0% Windhoek 100.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Maybe No Yes REMUNERATION FOR CRAFTS Crafters had to indicate how they would like to be remunerated for their crafts should these be sold through the COSDEF community centres. The majority of all Crafters indicated that they would like to be immediately remunerated in cash. Only 10% of the total sample indicated that they would like to receive payment through commission. Prepared by: Daleen Hugo-Small Page 50 of 159

51 How would you like to be remunerated for your crafts? Swakopmund 10.0% 90.0% Okahandja 20.0% 80.0% Windhoek 10.0% 30.0% 60.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Payment immediately into your bank account Payment immediately in cash By commission VIABILITY OF THE NAMIBIAN ARTS & CRAFTS CENTRE BELIEVED VIABILITY After being presented with the visual image of the proposed Arts & Crafts Centre, Crafters had to give a mark out of 10 for the idea of opening such a centre at the Coast. The overall mean score that was given by all Crafters was 7.83 out of 10. Considering the results between sample points it is clear from the graph below that the Windhoek Crafters gave the lowest rating for the idea of opening the centre (7.10). The highest score was given by the Okahandja Crafters (8.50). The idea of opening a Namibian Arts and Crafts Centre in Swakopmund Swakopmund 7.90 Okahandja 8.50 Windhoek Mean Prepared by: Daleen Hugo-Small Page 51 of 159

52 VISUAL APPEAL Crafters had to then give a mark out of 10 for the portrayed visual, in other words how the centre would look like. The overall mean score that was given by all Crafters was 8.06 out of 10. Considering the results between sample points it is clear from the graph below that the score given by the Crafters in each sample point was more or less the same. It ranged from 8.00 to 8.20 out of 10. A score of 8 out of 10 is a positive rating. The image that is portrayed in the visual. In other words what the centre would look like Swakopmund 8.00 Okahandja 8.20 Windhoek Mean ADVISE FOR IMPROVED APPEAL The Crafters were asked to give advice on what they believe would attract themselves and other Crafters to join the centre and in turn make this a viable project. The table below presents the advice given by the Crafters. Windhoek Okahandja Swakopmund Allow crafters to do small crafting activities on the premises so that customers can as well see how things are done. This way customers can even do direct orders on crafts and have it every 10.0% way they want it to be crafted. Lastly they should have affordable rent for crafters. Clean area to operate, smart view and a wide variety of space 12.5% For them to look at the majority of crafters of wood, Linocuts and 10.0% beads' that there should be a competition Good communication between crafters and the Arts & Crafts 10.0% Centre Prepared by: Daleen Hugo-Small Page 52 of 159

53 Good marketing for the centre to attract customers. That will make us join the centre 10.0% Great hygiene, open business people, cleanliness of the area, greater view that attracts people 12.5% Have a very big area which is clean and the stands should be very big as well to accommodate all our crafts 10.0% Have accommodation for crafters at the centre which is affordable 10.0% Have cheap rent for crafters at the centre 10.0% I like the idea 10.0% In the case of where I have to relocate to Swakopmund they must provide accommodation to crafters. Provide tools to cave more 10.0% crafts. Motivation of a clean area, learning and craft abilities in the centre, become business orientated on the centre 12.5% Smart view, great cabin places, open flexibility with the people and very Clean spot 12.5% The centre should be clean and well organised 12.5% The centre should be very big, and the stand where crafters will be selling from should be big 10.0% The centre should have good management 20.0% The place is well known and very clean, toilets and water available, very hygienic 12.5% The place must be big clean and well build. Everything must be there that people need. 12.5% The place should be clean and attractive 12.5% The trading stands should be affordable 10.0% They must advertise the Arts & Crafts Centre properly so that a lot of customers or general public know about the place 10.0% They should have a good organisation structure and good advertising 10.0% 20.0% They should provide accommodation and have a place that sells refreshments 10.0% To have patience. There are times when they will feel that there are no clients and customers. Importantly they must have good customer service and say what type of woods they are selling and 10.0% where it's coming from and the meaning of the wood. When they do their marketing they should include a lot of cultural activities, products to attract tourist and this would attract us crafters to join the centre 10.0% 100% 100% 100% PROPOSED LOCATION PROPOSED VIABILITY OF LOCATION A map of the proposed location of the new Arts & Crafts Centre was shown and explained to the Crafters. Please note that this question was only posed to those Crafters who have been to the Coast Prepared by: Daleen Hugo-Small Page 53 of 159

54 of Namibia before. One would assume that a person who has not been to the area will have difficulties in commenting on the location. The following is clear from the graph below: 83.3% of the Okahandja Crafters feel that the proposed location will work 100% of the Windhoek Crafters feel that the proposed location will work 70% of the Swakopmund Crafters feel that the proposed location will not work Do you think the proposed location will work? Swakopmund 10.0% 20.0% 70.0% Okahandja 16.7% 83.3% Windhoek 100.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Maybe No Yes WHY WILL THE PROPOSED LOCATION WORK? The reasons indicated by the Crafters that feel the proposed location will work are presented in the table below. Please keep in mind that this was 83.3% of the total Okahandja Crafter and 100% of the Windhoek Crafter sample. In summary, the main reasons of why the proposed location will work are: It will capture customers from the airport side Those coming in or out of Swakopmund using the main road The centre is next to the road Prepared by: Daleen Hugo-Small Page 54 of 159

55 Windhoek Okahandja Swakopmund Because it is close to the road 16.7% Because it is close to the road. No one will really miss it especially tourists. The crafters should just be well organised and the centre will then be a good place for 20.0% tourists Because it will capture customers from the airport side and those from the main road to Swakopmund 40.0% Because most tourist are coming into Swakopmund. The centre is next to the road and it will be attractive. Tourists are all over the place because Swakopmund will be 100.0% expand in future Most tourists going to the airport or using the main road to Swakopmund will make a turn at the centre 33.3% 20.0% Most tourists going to the airport or using the main road to Swakopmund will make a turn at the centre 16.7% People making use of the main road into Swakopmund will definitely make a stop at the centre 16.7% 20.0% They should talk to other towns, make it in the newspaper and market it in magazines so that people that are coming to Swakopmund will be attracted and make transfers and call out all artist around the world and outside the world 16.7% 100% 100% 100% WHY MIGHT THE PROPOSED LOCATION WORK? The reasons indicated by the Crafters that feel the proposed location will maybe work are presented in the table below. Please keep in mind that only 20% of the Crafters indicated this and they all are based in Swakopmund. It is located at the airport and that can mean a lot of tourists visiting the venue daily It might, because some tourists are willing to go up to Martin Luther so the centre is almost next to it. Windhoek Okahandja Swakopmund 50.0% 50.0% 100.0% WHY WILL THE PROPOSED LOCATION NOT WORK? The reasons indicated by the Crafters that feel the proposed location will not work are presented in the table below. Please keep in mind that this was 70% of the total Swakopmund Crafter sample and 16.7% of the Okahandja Crafter sample. Prepared by: Daleen Hugo-Small Page 55 of 159

56 In summary, the main reason of why the proposed location will not work is: It is too far Windhoek Okahandja Swakopmund Business might not seem that busy, as we would want. It's far away from the Town Centre, where business can 14.3% be optional and wider space Far from everything, it must be near everybody 14.3% Far from the centre town. It must be built near the town 14.3% next to the old place maybe Is too far from town and all tourists are found in town 14.3% where everything is found It's far from the local community 100.0% It's situated very far and the area, not lots of people will be able to make use of our services. It must be in a wellknown area 14.3% The area given is situated on the outskirts of Swakopmund and tourists move in town where all crafts 14.3% and arts are found The area is situated far and very seldom tourists or buyers move in that area and less profit money will be 14.3% generated for crafters 100% 100% NEW PROPOSED LOCATION Those Crafters who were of the opinion that the proposed location will not work were asked which other location they would suggest instead and why. The majority of the Crafters indicated that the proposed Arts & Crafts Center should be in the City Centre. Please see the table below for more detail. Windhoek Okahandja Swakopmund Beachfront or Beach Gardens 14.3% City Centre 42.9% Industrial Area or City Centre 14.3% Next to people 14.3% Old Arts & Crafts centre in town 14.3% Swakopmund City Centre 100.0% 100% 100% The main reason for suggesting the above locations are presented in the table below. The main reason for proposing the Swakopmund City Centre instead of the proposed location is because everybody moves in town and business can be of a greater benefit for crafters and easier for customers. Prepared by: Daleen Hugo-Small Page 56 of 159

57 A lot of tourists love visiting the beach and moving in this area. It would be convenient for the crafters to make money Because it will attract the local community and tourists Everybody moves in town and business can be of greater benefit for crafters and easier for customers Sell where people are and money comes to you Tourists are well founded and well treated Where the customers are is where the money is Beachfront or Beach Gardens 100.0% Industrial Area or City Centre 100.0% Next to people 100.0% Old Arts & Crafts centre in town Swakopmund City Centre 25.0% 100.0% 50.0% 25.0% 100% 100% 100% 100% 100% ADVERTISMENT MEDIUM Crafters were asked which media medium they would prefer when it comes to informing them about the proposed Namibian Arts & Crafts Centre in Swakopmund. From the graph below it can be noted that the majority of all Crafters would like to be informed via the radio. 70% of the Crafters chose radio as the preferred advertisement medium. 23.3% prefer the newspaper and the rest of the Crafter sample prefer leaflets and television with 3.3% respectively. Please see the graph below. Prepared by: Daleen Hugo-Small Page 57 of 159

58 COSDEF EMPLOYEES COMPREHENSIVE REPORT Prepared by: Daleen Hugo-Small Page 58 of 159

59 SAMPLE INFORMATION A list of COSDEF employees was provided to AdforceDDB by the Millennium Challenge Account Namibia (MCA) in order to draw a sample from. Seven (7) COSDEF employees were randomly selected for interviews from the list provided. The following individuals contacted were willing to participate in the research study in the timeline provided. All questionnaires were completed anonymously meaning that none of the answers given by respondents will be directly linked to their name. Please see table below: NAME OF RESPONDENTS COMMUNITY SKILLS DEVELOPMENT NAMIBIAN ARTS & CRAFTS CENTRE EMPLOYED AT ROLE Anselma Shiremo Rundu COSDEF Administrative Secretary Ellis Tjiveza Gobabis COSDEF Coordinator Yvonne Maletzky Mahetago COSDEF Administrative Secretary Tusnelda Kamatui Otjiwarongo COSDEF Head of Namibian Arts & Crafts Centre Victor Norman Swakopmund COSDEF Leather Production Facilitator Jacques Arts and Crafts National Arts & Crafts Coordinator Jacky Sanjath SME at Tsumeb Coordinator AWARENESS OF PROPOSED NAMIBIAN ARTS & CRAFTS CENTRE Respondents were asked to indicate whether they were aware that a Namibian Arts & Crafts Centre was proposed for Swakopmund. It is interesting to note that 57% of COSDEF employees are already aware that such a Namibian Arts & Crafts Centre is planned for Swakopmund. The question is, what information have they received and do they believe the Namibian Arts & Crafts Centre to be viable? Communication still has to reach 43% of COSDEF employees. It is important that the right medium is used to communicate accurately and effectively about the proposed new Namibian Arts & Crafts Centre so as to ensure a positive attitude towards it further promoting its viability. Prepared by: Daleen Hugo-Small Page 59 of 159

60 Please see the graph below indicating awareness of the proposed Namibian Arts & Crafts Centre in Swakopmund: TESTING OF POSSIBLE OFFERING VIABILITY OF PROPOSED IDEAS FOR THE NAMIBIAN ARTS & CRAFTS CENTRE Ideas were proposed for the new Namibian Arts & Crafts Centre by the MCA and consequently tested by AdforceDDB. Respondents were asked to give each proposed idea a mark out of 10 for its believed viability where 1 is not viable at all and 10 is definitely viable. Ideas tested together with the mean score obtained for each are presented in the table below. It is very positive to note that the lowest score out of 10 was a well above average 6.43 with the highest score being a near perfect 9.14 out of 10. It can therefore be argued that the ideas presented were all received positively and believed to be viable. Based on the observed scores, it is suggested by AdforceDDB that particular attention is given to creating a lively Namibian Arts & Crafts Centre where tourists can have the freedom to interact with Namibians. Please note that it was regarded as more viable for visitors to the Centre to observe Prepared by: Daleen Hugo-Small Page 60 of 159

61 products being produced rather than participating themselves. Participation however did not receive a low viability score in general. It may however require more encouragement to render it viable. A tourist information centre is also thought to render the Namibian Arts & Crafts Centre feasible. Creating that Namibian atmosphere is regarded as important to the viability of the Namibian Arts & Crafts Centre. Images from the country need to be displayed and traditional material and colours should be used. Least enthusiasm was expressed about the amphitheatre, soundtrack of bird-life and local singing and the suggested horse shoe shape of units around the amphitheatre. It will be interesting to know what reservations respondents might have about the amphitheatre and the general shape of the Namibian Arts & Crafts Centre. This information was however not solicited in the questionnaire. MOST VIABLE IDEA PERCEIVED VIABILITY OF PROPOSED IDEAS Average Score Ideas Tested for believed viability out of 10 The Namibian Arts & Crafts Centre should be a busy active environment where visitors can witness the 9.14 products being produced Visitors Information Centre providing directions, accommodation and activities for the town and region 9.14 The shop/café may have images of the North, homesteads, Ruacana Falls, Epupa, Opuwo, Kavango 8.43 river to be subtly projected on a white wall The arts and crafts units may be made from traditional materials and colours reflecting the 8.29 different hues of the regions Visitors may be able to join in with the processes of making products e.g. jewellery 7.57 The amphitheatre may be covered with a removable large white tent 7.14 Soundtracks of bird-life and local singing may be played in the background in the café and main shop 6.71 LEAST VIABLE IDEA The units producing the various items may be arranged in a horse shoe shape around a central amphitheatre 6.43 BELIEVED IMPORTANCE OF CERTAIN ELEMENTS Respondents were asked to comment on whether they believe that certain elements should be present in the proposed Namibian Arts & Crafts Centre in Swakopmund. Various elements were presented to respondents where they were required to provide a mark out of 10 for level of Prepared by: Daleen Hugo-Small Page 61 of 159

62 importance where 1 is not important at all and 10 is very important. The table below indicates the results. Again you will notice that respondents felt that the proposed elements such as cleanliness, natural light, natural building material and decor being used, playing local music in the background and having tourists meet and interact with Namibians were all believed to be important. The lowest scoring mean was a very high 8.29 out of 10 with the highest score being a near perfect 9.86 out of 10. It is suggested by AdforceDDB that all of these elements are present in the proposed Namibian Arts & Crafts Centre. Particular attention should be given to keeping the Namibian Arts & Crafts Centre clean and offering a space where tourists can interact with Namibians. As also seen under the heading of viability, personal touch and interaction with Namibians were regarded as the most important elements to the Namibian Arts & Crafts Centre, closely followed by the Namibian ambiance created through natural building material and local music playing in the background. Natural Namibian decor and natural light were also rated as very important. BELIEVED IMPORTANCE OF CERTAIN ELEMENTS MOST IMPORTANT Elements Tested for Importance Average Score out of 10 Cleanliness 9.86 Having tourists meet and interact with Namibians 9.86 Making use of natural building materials e.g. natural wood, rock. steel 8.71 Local music playing in the background 8.57 LEAST IMPORTANT Making use of natural décor e.g. Namibian baskets nailed to walls 8.57 Natural Light 8.29 OPENING AND CLOSING TIMES Respondents were asked to comment on the times when they believe the Namibian Arts & Crafts Centre should be open. The table below indicates all responses provided together with the average and most frequent opening and closing time recommended by respondents. From the information provided below, it is suggested by AdforceDDB that the Namibian Arts & Crafts Centre opens between 07h00 and 07h30 in the morning and closes between 18h00 and 19h00 in the evening. Prepared by: Daleen Hugo-Small Page 62 of 159

63 OPEN FROM OPEN TILL 8h00 18h00 5h00 23h00 7h00 19h00 7h00 12h00 7h00 19h00 8h30 18h00 8h00 21h00 Mean 07h19 18h57 Most Frequent 07h00 18h00 & 19h00 PROPOSED ENTRANCE FEE Respondents were asked which entrance fee they believe should be charged at the centre and whether the entrance fee they suggested was for a group or price per person. Only one respondent quoted a group rate of N$25 whereas all other respondents suggested an individual rate to be charged. You will notice that the majority of respondents (42.9%) indicated that they believe the entrance to the Namibian Arts & Crafts Centre should be free. The overall mean entrance fee indicated for an individual rate was: N$ 12 Please see the supporting graph and table below: The table is a summary of the graph. Entrance Fee Free 42.9% N$ % N$ % N$ % N$ 25 Group Rate 14.3% 100% Prepared by: Daleen Hugo-Small Page 63 of 159

64 ATTRACTIVENESS OF ACTIVITIES OFFERED Respondents were presented with a list of proposed activities to be offered at the Namibian Arts & Crafts Centre. They were required to rate the attractiveness of the proposed activities on a scale of 1 to 10 where 1 means that they do not like the idea at all and where 10 means that they like the idea very much. Again you will notice that on average, all of the proposed activities scored favourably. The lowest scoring activity was hair braiding, receiving an average score of 6.14 out of 10. A puppet show, flea market and dress making were also among the lowest ranking activities, each receiving an average score of 7 out of 10. Please note however that although these activities received the lowest rankings, their scores were still favourable. If however the Namibian Arts & Crafts Centre cannot afford to offer all of the proposed activities, these should be the first to be cut. The highest scoring activities come as no surprise as bead making, jewellery making and leather works. These are all activities that visitors to the Namibian Arts & Crafts Centre can observe and even participate in if they so wish. That personal interaction was previously stated as important. A focus on education is also regarded as attractive with lectures and a public lecture room being positively received. A cafe was also regarded as a great draw card. This was expected as visitors to the Namibian Arts & Crafts Centre might stay for a while, therefore requiring the availability of refreshments. It is interesting that from all the participative activities listed, the beauty therapies using natural products Prepared by: Daleen Hugo-Small Page 64 of 159

65 were regarded as the most attractive. It is suggested by AdforceDDB that the above activities are not compromised on since they all received a very high score of over 9 out of 10. Please see table below with results: Prepared by: Daleen Hugo-Small Page 65 of 159

66 BELIEVED ATTRACTIVENESS OF PROPOSED ACTIVITIES MOST ATTRACTIVE Proposed Activities Average Score out of 10 Bead making 9.57 Jewellery making 9.29 Leather works 9.29 A large lecture room to be hired or used by 9.29 the community A café 9.29 Beauty therapies using natural products 9.00 Public lectures 9.00 Glass recycling works 8.86 Maze type theme playground for children to 8.86 play in Amphitheatre with performances 8.71 Pottery 8.57 Massages 8.43 A picnic area 8.14 Landscaped water friendly indigenous garden 8.00 A main shop 8.00 Wire products 7.71 Solar ovens bread making & traditional food 7.57 products School shops 7.43 Basket weaving 7.43 Dress making 7.00 Flea market 7.00 Puppet shows 7.00 LEAST ATTRACTIVE Hair braiding 6.14 VIABILITY OF THE NAMIBIAN ARTS & CRAFTS CENTRE BELIEVED VIABILITY Now that respondents are aware of what is proposed for the new Namibian Arts & Crafts Centre in Swakopmund, they were asked whether they believe the centre to be viable. You will notice from the Prepared by: Daleen Hugo-Small Page 66 of 159

67 graph below that 100% of respondents believe that the Namibian Arts & Crafts Centre is viable. This is fitting with the high average scores observed throughout this report. Please see the graph below: Prepared by: Daleen Hugo-Small Page 67 of 159

68 REASONS FOR BELIEVED VIABILITY Reasons given for the believed viability were as follows: Because of the activities that are offered and it may be educational and its diversity, all the different cultures of Namibia I think it works as it is a great initiative and something that we don't have of that magnitude in and around Namibia It has all those displays of Epupa Falls and the traditional music in the background which tourist love very much Because the things are natural and show the culture of Namibian people Because it is based on a community and we have tried to work with the community and it has worked The Namibian Arts & Crafts Centre will be the first thing tourists and visitors to Swakopmund will see when arriving and departing. The Namibian Arts & Crafts Centre will become a meeting point for the above mentioned. It will also attract locals, as a must visit destination in Swakopmund, as a break from the hustle and bustle from town It will look good and the things they will offer are all good and relevant ADVISE FOR IMPROVED APPEAL Respondents were asked to give advice as to what will make the Namibian Arts & Crafts Centre even more desirable. Please see comments made below: If they can accommodate all age groups and add all cultures and Namibian history to the Namibian Arts & Crafts Centre which would be of great educational value to the students and tourists They should market the Namibian Arts & Crafts Centre and have an outreach programme to other regions as well and not just sit at Swakopmund They must relocate the Namibian Arts & Crafts Centre so that everybody can have access to it They must advertise the Namibian Arts & Crafts Centre with good emphasis Do something of quality Keep it colourful, dynamic and exciting. Try to avoid the clichéd tourist 'attractions' Do not to charge entrance fee, make sure that the foods are 100% marked as different cultures and they should upgrade the standards of everyone who is coming to the Arts & Crafts Namibian Arts & Crafts Centre to sell goods Prepared by: Daleen Hugo-Small Page 68 of 159

69 PROPOSED LOCATION PROPOSED VIABILITY OF LOCATION Respondents were told of the proposed location for the Namibian Arts & Crafts Centre and were asked whether they believe that it will still be viable. It is interesting to note that the believed viability of the Namibian Arts & Crafts Centre dropped from 100% to 71% due to the location. It is positive to note that only one respondent believed that the location will render the Namibian Arts & Crafts Centre unviable. It is clear that the proposed location might pose a challenge, however the majority of COSDEF employees clearly feel that these challenges can be overcome. WHY WILL THE PROPOSED LOCATION WORK? Respondents posed the following reasons why they believe the location will be viable: Because it is near the airport and it will attract tourists and it will be easy to locate It's on the main road so it will be accessible to the tourists. And the Swakopmund residents won't have a problem travelling to that place on weekends Because it will be the first place that people will want to visit as it is outside town Most of the people are on the road and travelling in and out of Swakopmund It's close enough for locals to go there and escape the noise of town Prepared by: Daleen Hugo-Small Page 69 of 159

70 WHY MIGHT THE PROPOSED LOCATION WORK? Only one respondent stated that the location might work. The reason for this respondent s reservation was that he/she doubts whether the locals will find it accessible especially those required to work at the Namibian Arts & Crafts Centre. It was however not felt that the location will not be a barrier for tourists as it is thought to be visible. WHY WILL THE PROPOSED LOCATION NOT WORK? Only one respondent indicated that the location will not work. The reason given was simply that: It's very far. OTHER PROPOSED LOCATIONS It was suggested that the Namibian Arts & Crafts Centre be moved to the Namibian Arts & Crafts Centre of town since it will be closer to everybody. No precise location was however suggested. ADVERTISEMENT MEDIUM You will notice from the graph below that the preferred advertisement medium is television. Leaflets and were chosen second most often. Other mentions made were making uses of the internet, information brochures, billboards and specific reference was made to using the Informante as a means of advertising the Namibian Arts & Crafts Centre. Advertisement Medium 25% 22% 20% 16% 19% 19% 15% 13% 13% 10% 5% 0% Radio Newspaper Leaflets Television Other Prepared by: Daleen Hugo-Small Page 70 of 159

71 GENERAL PUBLIC COMPREHENSIVE REPORT

72 SAMPLE INFORMATION AdforceDDB believes that it is vital to explore local usage of arts and crafts as well. Therefore it was important that the general public had to take part in this study. By including this stakeholder group, the MCA will get an idea of what the local market s needs are regarding arts and crafts, if any. A sample was drawn from the Namibian general public. Public intercepts were conducted with respondents in Swakopmund, Walvis Bay and Windhoek. A questionnaire of 5-10min was used. Data collection will be kept in the strictest of confidence and all questionnaires were completed anonymously meaning that none of the answers given by respondents will be directly linked to their name. The following sample was drawn: Windhoek Total sample: 40 Swakopmund Total sample: 20 Walvis Bay Total sample: SCREENER QUESTIONS A Screener question was asked to ensure that the right people were interviewed for this project. ARE YOU 18 YEARS AND OLDER? Respondents were asked whether they are 18 years or older. 100% of the total general public sample was 18 years and older. Please see the graph below. Prepared by: Daleen Hugo-Small Page 72 of 159

73 Are you 18 years or older? No Yes 100.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% DEMOGRAPHICS GENDER There was a 50:50 split between male and female respondents taking part in the survey. This gender split is representative of the Namibian population. Please see the graph below. Gender dispersion Female 50.0% Male 50.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prepared by: Daleen Hugo-Small Page 73 of 159

74 OCCUPATION Respondents were asked what their occupation is. Please see the table below for the occupations communicated by the general public respondents: SUMMARY OF THE TABLE: 19% of the total sample were students 10.1% were unemployed respondents OCCUPATION OCCUPATION Assistant 2.5% Police Officer 2.5% Business woman 1.3% Rossing Foundation 1.3% Civil Servant 1.3% Salaries Administrator 1.3% Cleaner 3.8% Sales Assistant 3.8% Clerk 3.8% Sales Representative 1.3% Constructer 1.3% Salon Owner 1.3% Contract worker-jack-hummer specialist 1.3% Security Officer 1.3% Data Capturer 1.3% Self employed 5.1% Designer 1.3% Soldier 2.5% Diesel auto mechanic 1.3% Student 19.0% Dressmaker 1.3% Swakopmund Entertainment Hotel 1.3% Fire watch 1.3% Taxi driver 1.3% Fish Packer 2.5% Teacher 2.5% Fisherman 1.3% Teller 1.3% General worker 2.5% Tour Guide 1.3% Housewife 2.5% Unemployed 10.1% IT 1.3% Waitress 1.3% Motor Mechanic 1.3% Warehouse manager 1.3% Nurse 1.3% Picker 2.5% Painter 1.3% Photographer 2.5% AGE DISPERSION Respondents were asked to specify their exact age. From the graph below it can be noted that: 36.3% of the total general public sample that took part in the survey falls into the age category 28.8% fall into the age category 23.8% fall into the age category Prepared by: Daleen Hugo-Small Page 74 of 159

75 Age dispersion 61+ years years years years years 11.3% years 23.8% years 28.8% years 36.3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% TOWN OF RESIDENCE Respondents were asked in which town of Namibia they live. The graph below depicts that: 51.3% of the total general public sample reside in Windhoek 26.3% reside in Walvis Bay 21.3% reside in Swakopmund Where do you live? Other: Austria 1.3% Walvis Bay 26.3% Swakopmund 21.3% Windhoek 51.3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prepared by: Daleen Hugo-Small Page 75 of 159

76 EMPLOYMENT STATUS Participants were asked to indicate their current employment status. It is clear from the graph below that the vast majority of the general public sample (58.8%) is currently full-time employed. This is a positive finding. The 2 nd highest mention was for respondents indicating that they are students (16.3%). Of the total sample 11.3% are currently unemployed. None of the respondents interviewed were pensioners. Please refer to the graph below. Current employment status? Other: Student 16.3% Retired Full-time Employed 58.8% Part-time Employed 13.8% Unemployed 11.3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% MONTHLY INCOME The respondents had to specify into which income group they fall. This means the monthly income before any deductions. The graph below depicts that: 45.0% of the total general public sample earn a monthly income of less than N$ % earn a monthly income between N$ None of the respondents that took part in the survey earn N$ or more per month The overall recommendation to be made is that the entrance fee and activities offered at the proposed Namibian Arts & Crafts Centre should not be expensive as the income earned by the majority is not high. If possible the entrance fee should be free Please see the graph below to support the above statements made. Prepared by: Daleen Hugo-Small Page 76 of 159

77 Income dispersion N$ N$ % N$ % N$ % N$ % N$ % > N$ % 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% ARTS & CRAFTS EXPERIENCE CENTRES VISITED The general public was asked to indicate which Arts & Crafts Centres they have visited before. The table below presents the Arts & Crafts Centres mentioned by the respondents. Please note that the answers given might not refer to an actual centre but an open market instead. The following can be deduced from the table below: 20.2% of the total sample indicated that they have visited the Post street Mall arts and crafts (Highlighted in orange) 11.9% of the general public sample has visited the crafts opposite the Zoo Park/Gustav Voigts. (Highlighted in green) 7.1% have visited the Windhoek Crafts Centre. (Highlighted in purple) 7.1% have visited the NamCrafts Centre. It seems that the general public confuses the Windhoek Craft Centre with the NamCrafts curio shops. (Highlighted in blue) Prepared by: Daleen Hugo-Small Page 77 of 159

78 ARTS & CRAFTS CENTRES VISITED Percentage Frequency Art Gallery 1.2% 1 Arts and Crafts in Katima Mulilo 1.2% 1 Arts and Crafts theatre 1.2% 1 Bushman Arts 1.2% 1 College of the Arts 1.2% 1 Crafts at Café Anton 4.8% 4 Crafts at Martin Luther 3.6% 3 Crafts next to prison in Swakopmund 4.8% 4 Crafts opposite Zoo Park/Gustav Voigts 11.9% 10 Dolphin Park 1.2% 1 Fidel Castro Street mall 1.2% 1 Gobabis Sun crafts 1.2% 1 In front of NamPost 1.2% 1 In town 1.2% 1 Independence Arts and Crafts 3.6% 3 Kanakulia 1.2% 1 Katima Mulilo Arts & Crafts 1.2% 1 NamCrafts Centre 7.1% 6 Namibian Museum 1.2% 1 NamPost Katutura 1.2% 1 Okahandja street mall 2.4% 2 Open Market at the Lighthouse 2.4% 2 Oshakati Arts and Crafts 1.2% 1 Post Street Mall 20.2% 17 Stop 'n shop Okuryangava 1.2% 1 Teachers resource centre KCAC 3.4% 3 The National Youth Centre 1.2% 1 The one in Swakopmund at the sea 2.4% 2 The snake park (Swakopmund) 1.2% 1 Truck port 2.4% 2 Victoria Falls Street Mall 1.2% 1 Warehouse Theatre 1.2% 1 Windhoek Arts and Crafts Centre 7.1% 6 100% 84 WINDHOEK ARTS & CRAFTS CENTRE VISITED After probing the question of which Arts & Craft Centres respondents have visited before, it was furthermore explored which of the respondents have specifically visited the Windhoek Arts & Crafts Centre. The graph below clearly shows that the majority of the general public respondents (66.3%) have not visited the Windhoek Arts & Crafts Centre. It would be interesting to investigate why these Prepared by: Daleen Hugo-Small Page 78 of 159

79 respondents have not visited the centre before. Is it because it is unknown to them or because they do not feel it fit for them as general public? Care should be taken when designing and advertising the proposed Namibian Arts & Crafts Centre in Swakopmund as to not place such a big focus on tourists as this might alienate the general public. Our loyalty should lie with our population where a centre can also be created to accommodate their needs. Have you visited the Arts and Crafts Centre in Windhoek? No 66.3% Yes 33.8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Of the 33.8% of general public respondents that have visited the Windhoek Arts & Craft Centre before the following was mentioned: POSITIVE COMMENT: Respondents thought the centre to be attractive. Respondents mentioned that the Arts & Crafts Centre in Windhoek sells very nice pieces, but it is a bit expensive, especially for locals NEGATIVE COMMENT Respondents indicated that it is a bit too small and a lot of things are in a small space. Respondents mentioned that the Arts & Crafts Centre in Windhoek sells very nice pieces, but it is a bit expensive, especially for locals Please see the graph below. Prepared by: Daleen Hugo-Small Page 79 of 159

80 If YES, What did you think of it? Very interesting place to visit and beautiful They sell very nice pieces but it is a bit expensive, especially for the locals It's clean and an interesting place to visit It was overcrowded It was a great experience It is nice. People are showing their arts work, the business is good It is nice but the majority of customers are white because it is too expensive It is nice but not local, it is more Zimbabwean It is a very nice place for tourist attraction It is a nice place. Mostly tourists are a lot there It is a great experience, one can learn a lot and it's enjoyable It is a bit too small and a lot of things in a small space I think the centre is really good and it is offering different culture and tradition in Namibia. I really like the centre. The way it is build and how the place shows different culture. I think it is a good thing. I feel people that do arts practise nature It is attractive 3.6% 10.7% 3.6% 7.1% 3.6% 3.6% 3.6% 3.6% 3.6% 3.6% 3.6% 10.7% 3.6% 3.6% 32.1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% WINDHOEK ARTS & CRAFTS EXPERIENCE Respondent were asked to give a mark out of 10 for their total arts and crafts experience in Windhoek. A mean score of 7.5 out of 10 was awarded. This is a good rating, but there is room for improvement. Again it would be interesting to investigate why respondents gave the score they did was it because they truly feel the arts and crafts industry in Windhoek deserves the score or was the score given, due to the arts and crafts industry not catering enough for the general public? Again it is recommended that the Arts & Crafts Centre in Swakopmund caters for all and not only for tourists. Please refer to the graph below to substantiate the above. Prepared by: Daleen Hugo-Small Page 80 of 159

81 Score given for total arts and crafts experience in Windhoek Mean COAST VISITED Respondents were asked whether they have ever been to the Coast of Namibia. 95% of the respondents that do not reside at the Coast of Namibia have been to the Coast. This is very positive as the respondents could have more easily visualised the proposed Arts & Crafts Centre and its location outside of Swakopmund. The graph below illustrates the responses given by the Windhoek general public sample. Have you ever been to the Coast of Namibia? No 5.0% Yes 95.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prepared by: Daleen Hugo-Small Page 81 of 159

82 SWAKOPMUND ARTS & CRAFTS EXPERIENCE Those respondents that reside or have visited the Coast were asked to give a mark out of 10 for their total arts and crafts experience in Swakopmund. The graph displays that the general public rated a mark of 6.93 out of 10 for their total arts and crafts experience in Swakopmund. It is clear that there is room for improvement when it comes to the arts and crafts industry in Swakopmund. Please see the graph below. Score given for total arts and crafts experience in Swakopmund Mean TESTING OF POSSIBLE OFFERING VIABILITY OF PROPOSED IDEAS FOR THE NAMIBIAN ARTS & CRAFTS CENTRE Ideas were proposed for the new Namibian Arts & Crafts Centre by the MCA and consequently tested by AdforceDDB. Respondents were asked to give each proposed idea a mark out of 10 for its believed viability where 1 is not viable at all and 10 is definitely viable. Ideas tested together with the mean score obtained for each are presented in the table below. It is very positive to note that the lowest score out of 10 was a well above average 6.71 with the highest score being 8.48 out of 10. It can therefore be argued that the ideas presented were all received positively and believed to be viable. Care should be taken to, on a regular basis investigate which areas need more improvement. adforceddb suggests a customer self-complete satisfaction survey for this. Prepared by: Daleen Hugo-Small Page 82 of 159

83 Based on the observed scores, it is suggested by AdforceDDB that particular attention should be given on creating a Visitors Information Centre that provides directions, accommodation and activities for the town and region. Secondly the general public would like a Namibian atmosphere. Images from the country need to be displayed and traditional material and colours should be used. The general public also indicated that they like the idea of the centre being an active environment where visitors can witness product being produced and are also able to join in with the process of making products like jewellery. The viability of an amphitheatre was also received positively. It is recommended that suggestions are gathered as to what the general public would like to see performed at the theatre during the low tourist seasons as to keep the centre going. Least enthusiasm was expressed about the units producing arts and crafts to be arranged in a horse shoe shape around the amphitheatre. The same result was found with the COSDEF employees. MOST VIABLE IDEA PERCEIVED VIABILITY OF PROPOSED IDEAS Ideas Tested for believed viability Visitors Information Centre providing directions, accommodation and activities for the town and region The shop/café may have images of the North, homesteads, Ruacana Falls, Epupa, Opuwa, Kavango river to be subtly projected on a white wall. The amphitheatre may be covered with a removable large white tent. The arts and crafts units' may be made from the traditional materials and colours reflecting the different hues of the regions. Average Score out of The centre may be a busy active environment where visitors can witness the products being produced. Visitors may be able to join in with the process of making products e.g. jewellery Soundtracks of bird-life and local singing may be played in the background in the café and main shop LEAST VIABLE IDEA The units producing the various items may be arranged in a horse shoe shape around a central amphitheatre Prepared by: Daleen Hugo-Small Page 83 of 159

84 BELIEVED IMPORTANCE OF CERTAIN ELEMENTS Respondents were asked to comment on whether they believe that certain elements should be present in the proposed Namibian Arts & Crafts Centre in Swakopmund. Various elements were presented to respondents where they were required to provide a mark out of 10 for level of importance where 1 is not important at all and 10 is very important. The table below indicates the results obtained. Again you will notice that respondents felt that the proposed elements such as cleanliness, natural light, natural building material and décor being used, playing local music in the background and having tourists meet and interact with Namibians were all believed to be important. The lowest scoring mean was a high 7.71 out of 10 with the highest score being a near perfect 9.40 out of 10. It is suggested by AdforceDDB that all of these elements should be present in the proposed Namibian Arts & Crafts Centre. Particular attention should be given to keeping the Namibian Arts & Crafts Centre clean as this was regarded as the most important element. Secondly offering a space where tourists can interact with Namibians, followed by the Namibian ambiance created through natural light, making use of natural building material and making use of natural décor e.g. Namibian baskets nailed to the walls. Local music playing in the background was also rated as very important. BELIEVED IMPORTANCE OF CERTAIN ELEMENTS MOST IMPORTANT Elements Tested for Importance Average Score out of 10 Cleanliness 9.40 Having tourists meet and interact with Namibians 8.46 Making use of natural building materials e.g. natural wood, rock. steel 8.20 Natural Light 8.09 LEAST IMPORTANT Making use of natural décor e.g. Namibian baskets nailed to walls 7.96 Local music playing in the background 7.71 OPENING AND CLOSING TIMES Prepared by: Daleen Hugo-Small Page 84 of 159

85 The general public respondents were asked to comment on the times when they believe the Namibian Arts & Crafts Centre should be open. The table below indicates all responses provided together with the average and most frequent opening and closing time recommended by respondents. From the information provided below, it is suggested by AdforceDDB that the Namibian Arts & Crafts Centre opens at 08h00 in the morning and closes at 17h00 in the evening. Please see the table below for the times recorded by respondents. OPEN FROM OPEN TILL 06:00:00 00:00:00 07:00:00 11:00:00 07:00:00 14:00:00 07:00:00 16:00:00 07:00:00 16:00:00 07:00:00 16:00:00 07:00:00 16:00:00 07:00:00 17:00:00 07:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 Prepared by: Daleen Hugo-Small Page 85 of 159

86 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 09:00:00 20:00:00 09:00:00 20:00:00 09:00:00 21:00:00 09:00:00 21:00:00 09:00:00 21:00:00 09:00:00 22:00:00 09:00:00 22:00:00 09:00:00 22:00:00 09:00:00 22:00:00 09:00:00 22:00:00 09:00:00 22:00:00 09:00:00 22:00:00 10:00:00 22:00:00 10:00:00 22:00:00 12:00:00 23:00:00 13:00:00 23:00:00 23:00:00 Mean 08:11:24 18:30:45 Prepared by: Daleen Hugo-Small Page 86 of 159

87 Most Frequent 08:00:00 17:00:00 PROPOSED ENTRANCE FEE Respondents were asked what entrance fee they suggest should be charged for the centre. The table below depicts that: 15% of the general public feel the fee should be N$ % believe that the entrance fee should be N$ % said the fee should be N$ % feel the entrance fee should be free 11.3% indicated that the entrance fee should be N$ 50 10% would like the entrance fee to be N$ 5 The overall mean entrance fee indicated was: N$ Please see the supporting graph below: Entrance Fee Adults N$ 10 & Children $ 5 3.8% Foreigners N$ 30, Adults N$ 10, Children N$ 5 1.3% Free 12.5% N$ % N$ 2 1.3% N$ 3 1.3% N$ % N$ % N$ % N$ % N$ % N$ % N$ % 100% Prepared by: Daleen Hugo-Small Page 87 of 159

88 ATTRACTIVENESS OF ACTIVITIES OFFERED Respondents were presented with a list of proposed activities to be offered at the Namibian Arts & Crafts Centre. They were required to rate the attractiveness of the proposed activities on a scale of 1 to 10 where 1 means that they do not like the idea at all and where 10 means that they like the idea very much. Please see results in the table below, noting the following observations. Again you will notice that on average, all of the proposed activities scored favourably. The lowest scoring activity was hair braiding as well as a puppet show, both receiving an average score of 7.00 out of 10. Public lectures, a flea market and massages were also among the lowest ranking activities, each receiving an average score lower than 7.50 out of 10. Please note however that although these activities received the lowest rankings, their scores were still favourable. If however the Namibian Arts & Crafts Centre cannot afford to offer all of the proposed activities, these should be the first to be cut. The highest scoring activity comes as a surprise. A big focus is placed on education as the large lecture room to be hired and to be used by the community received a score of 9.21 out of 10. This was the only activity which scored above 9 out of 10. The 2 nd highest score was for the centre having a picnic area and the 3 rd highest score was for offering an amphitheatre with performances. The general public would like to see jewellery and leatherworks being sold and made. A focus is also placed on a landscaped water friendly indigenous garden as there is often water scarcity in Namibia. A cafe was also regarded as a great draw card. This was expected as visitors to the Namibian Arts & Crafts Centre might stay for a while therefore requiring the availability of refreshments. It is suggested by AdforceDDB that the above activities are not compromised on since they all received a high score of over 8.20 out of 10. Please see table below with results: Prepared by: Daleen Hugo-Small Page 88 of 159

89 MOST ATTRACTIVE LEAST ATTRACTIVE BELIEVED ATTRACTIVENESS OF PROPOSED ACTIVITIES Proposed Activities A large lecture room to be hired and to be used by the community Average Score out of Picnic Area 8.68 Amphitheatre with performances 8.39 Jewellery 8.28 Leather works 8.25 Landscaped water friendly indigenous garden 8.24 A café 8.24 Bead Making 8.13 Pottery 8.09 Glass recycling 7.98 A main shop 7.98 Maze type theme playground for children to play in 7.89 Wire products 7.79 Solar ovens bread making & traditional food products 7.73 Dress making 7.65 Beauty therapists using natural products such as Kalahari Melon see, xemenia etc Basket Weaving 7.53 School shops 7.53 Massages 7.48 Flea market 7.40 Public lectures 7.08 Puppet shows 7.00 Hair braiding 7.00 ADVICE FOR IMPROVED APPEAL The participants were asked to give advice to the Arts & Crafts Centre as how to help attract people to visit the centre and make this a viable project. Prepared by: Daleen Hugo-Small Page 89 of 159

90 SWAKOPMUND & WALVIS BAY GENERAL PUBLIC SUGGESTIONS 66.8% of the Swakopmund general public indicated that advertisement of this new centre is the most important factor to be considered (highlighted in orange) 19.2% of the Walvis Bay general public feel that advertisement is the most important factor to be considered (highlighted in green) and secondly 19% believe that products of high quality and affordable prices should be offered at the centre (highlighted in purple) Please see the table below: Swakopmund Walvis Bay Advertise more in the newspaper 9.5% 4.8% Advertise more on TV 9.5% Advertise more on radio 4.8% 4.8% Advertisement is very important 28.6% Advertising in tourist guides, web pages, call Hotels and see tours that are coming into town and invite people to visit the centre 4.8% Get a bus to take tourists to the art centre 4.8% I think that they must also include drums in their centre 9.5% It must have a diversity of cultures. 4.8% Not to be over packed and offer variety of goods and be environment friendly 4.8% Public events to take place. Have art exhibitions of local people 4.8% Put it on Facebook and advertise more 4.8% The centre must cater for everyone 4.8% The centre should be clean all the time 4.8% 4.8% The entrance fee should be free for pensioners and unemployed people 4.8% The entrance fee should be low so that everybody will be able to visit the art and craft centre 4.8% Their products should be of high quality and their price should not be too expensive. 19.0% They should advertise more about the things that are done in the centre. The products that are being made or offered in the centre need to be advertised more for the people 4.8% to be aware of the centre. They should be helpful and respect the visitors who are coming to the centre 4.8% They should be serious with the cultural and traditional to show the tourists and foreigners that we are serious about our culture. 4.8% They should bring quality products to the centre and the prices should be affordable 4.8% They should keep the place clean once it is open 4.8% 4.8% They should make the place more colourful and the building itself as well 4.8% They should sell more traditional jewellery 4.8% To focus on the youth 4.8% To have leaflets handed out to the public about the centre to create awareness 4.8% 4.8% What they are doing is nice and needed by the communities 4.8% 100% 100% Prepared by: Daleen Hugo-Small Page 90 of 159

91 WINDHOEK GENERAL PUBLIC SUGGESTIONS The Windhoek respondents were full of ideas but the main suggestions were: 16.3% feel that the center should be fenced and be secure 11.6% would like a swimming pool to be added And another 11.6% would like to add a zoo with wild animals Please see the table below. Windhoek More plants 2.3% A swimming pool must be added 11.6% Add colour to make it feel comfortable and warm loving atmosphere 4.7% Add toilets and more shelters 2.3% Built statues that symbolise the true Namibian traditions 2.3% Employ all tribes of Namibians and the tourists would be interested by these beautiful languages 2.3% It should have a fence and be secure (suggestion for an electrical fence) 16.3% Give a chance to the small entrepreneurs to sell their products. 2.3% Life performances by traditional artist e.g. Dramas and cultural music. Get a theme going with the sea 2.3% Entrance should be free for everybody 2.3% More clean toilets and a bar 2.3% More life performances of Namibian artists 2.3% Offer quality things and quality products. 2.3% Sell alcohol and stuff 2.3% The must be side lights with different colours and more colourful flowers 2.3% There must be a braai place so we eat and sell meat 2.3% There must be a waterfall 2.3% There must be a petrol station 2.3% There must be accommodation 2.3% The cafe must sell traditional food 2.3% They must advertise and show the people what they offer 2.3% They should add a cinema 2.3% Improve their products in a modern way 2.3% They should make traditional crafts that are Namibian to attract tourists and other people who want to buy them. They should teach tourists on how to make beads 2.3% and weaving. To add something historic to it and make the building big enough for all people 2.3% To add wild animals to make it look like a Zoo 11.6% To make a play ground for the kids 2.3% Welcoming boards must be clear and in all Namibian languages 2.3% 100% Prepared by: Daleen Hugo-Small Page 91 of 159

92 BELIEVED VIABILITY VIABILITY OF THE NAMIBIAN ARTS & CRAFTS CENTRE Now that respondents are aware of what is proposed for the new Namibian Arts & Crafts Centre in Swakopmund, they were asked whether they believe the Centre to be viable. You will notice from the graph below that the general public gave a mean score of 9.16 out of 10 for the idea of opening a Namibian Arts and Crafts Centre in Swakopmund. This score is very positive as it indicates that the general public believes the centre to be viable, but that constant feedback from the general public should be gathered to keep the centre up to standard and improve it where necessary. Please see the graph below: The idea of opening a Namibian Arts and Crafts Centre in Swakopmund Mean VISUAL APPEAL Visuals of the proposed centre were shown to the general public respondents that took part in this survey. The participants had to give an overall mark out of 10 for the image that is portrayed in the visual, in other words what the centre would look like. The graph displays that the general public did not like the visual that much. A mean score of 4.80 out of 10 was awarded overall. Prepared by: Daleen Hugo-Small Page 92 of 159

93 The image that is portrayed in the visual. In other words what the centre would look like Mean When further explored between sample points it is clear from the table below that only the Windhoek general public respondents liked the portrayed visual of the proposed Arts & Crafts Centre in Swakopmund. Swakopmund respondents gave a mean score of 1.20 out of 10 and Walvis Bay respondents gave a mean score of 1 out of 10. It is uncertain as to what these respondents did not like about the visual as the parameters of the study did not include this. AdforceDDB recommends that after an agreement has been reached internally of what the centre should look like, the design should be pre-tested as to gain stakeholder input. Please see the table below. Please Give a mark out of 10 for the image that is portrayed in the visual. In other words what the centre would look like. Windhoek Swakopmund Walvis Bay Prepared by: Daleen Hugo-Small Page 93 of 159

94 PROPOSED ARTS & CRAFTS CENTRE S VISUALS

95 VIABILITY OF USING FACILITY After showing the visuals to the respondents as well as mentioning what activities might be offered at the new centre they were asked whether they would want to visit the centre. From the graph it is clear that the majority of all respondents interviewed would like to visit the centre once it opens its doors: 100% of the Windhoek sample would like to visit the centre once open 100% of the Walvis Bay sample would like visit the centre 90% of the Swakopmund sample would like to visit the centre None of the respondents gave a no at this question which is very positive. Now that you have an idea of what the centre would look like and what activities can be offered, would you want to visit this centre? Walvis Bay 100.0% 10.0% Swakopmund 90.0% Windhoek 100.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Maybe No Yes WHY I WILL VISIT THE CENTRE The main reasons given for making use of the facility were as follows: 16.67% said: to experience/explore the different cultures % said: because it looks nice/attractive 5.13% said: I need to find out how the place is developing

96 WHY I WOULD VISIT THE CENTRE I would only go there to check our beautiful traditions and eat traditional food in the cafe 1.28% I want to see how Namibians are creative and the cultures because I am not into tradition that much 1.28% Just to see if what I have seen was really true. Namibians love empty promises 1.28% To go meet different people 1.28% They can offer jewellery stuff and pottery also is good 1.28% To experience/explore the different cultures 16.67% I need to find out how the place is developing 5.13% I want to be one of the few Namibians to visit and explore it 1.28% Because it is good for a tourist attraction but it will be better if it will be in town 1.28% It is interesting and might offer more 3.85% To go and see what you have interviewed is true or not. To go and see how nice is the place 1.28% To shop traditional products 1.28% Because of the image and it looks good from far 1.28% For entertainment and cultural tours 1.28% I just want to see how people show their arts and talents 1.28% Yes, because it has enough activities and accommodates children too, which will teach Namibian youngsters their roots from a young age 1.28% Because it is looks nice/attractive 14.10% I am proud of my tradition and love looking at my traditional baskets and how they are made 1.28% There will be a lot of activities taking place such as traditional dances 1.28% Because it might be a great experience and experience traditional food 1.28% To buy the crafts and it is beautiful 1.28% I love to learn so if I go there I will definitely learn something new 1.28% It looks beautiful already and I want to support the Namibian Economy and its people 1.28% I would like to see all the information they give and learn more 1.28% Just to see how it looks and go relax 1.28% It looks natural and I would go there to get fresh air 1.28% To get painted and encourage people to make a career out of arts, because nature is the most beautiful thing 1.28% Cleanliness of it 1.28% Anything that will bring development to the country will be good 1.28% Yes I would if it is the same in the picture 1.28% The layouts looks very nice would like to visit to see how these pieces are made and how much work is put into it. 1.28% Interesting facilities that might be accommodated there 1.28% Prepared by: Daleen Hugo-Small Page 96 of 159

97 I would like to visit it. I like traditional things and so does my family 1.28% I love arts and crafts a lot 2.56% To learn more about arts and crafts 1.28% Because they will have all your craft in one place and it is good as well for having an African experience in the centre. It will be nice. 1.28% It will be very beautiful and the experience would be nice 1.28% I would visit it if it looks exactly like on the picture 1.28% To see what they can do there 1.28% Because the place looks beautiful and clean 1.28% To see what is there in the centre and so that I can also join 1.28% I want to come and see how the centre looks like and to see the products and buy them. To bring my kids to the centre for more information. 1.28% Because it is the heritage of our country. 1.28% Because of development of the region and the products that are being brought into the centre. The building itself is beautiful 1.28% Because it contains traditional things and the development of the country at large 1.28% Because the building is beautiful and it will bring tourists. And not only tourist but local people so I will visit it 1.28% To see the things that the arts and crafts centre can offer 2.56% They show how the culture is being practised in Namibia to show the tourists how Namibia's Coast side is. 1.28% Because you will experience new things that you have not seen before. And take people there along to see things they did not see before like friends or family members 1.28% % WHY I MIGHT VISIT THE CENTRE Those respondents indicating a maybe when asked whether they would visit the centre had to specify their answer. Please see the table below for the answers recorded. WHY I WILL MAYBE VISIT THE CENTRE Maybe, I will take part in the activities 50.0% I will if I have time and make it a nice place for people 50.0% % Prepared by: Daleen Hugo-Small Page 97 of 159

98 OTHER NAMIBIANS VISITING THE FACILITY Respondents were then asked whether they believe other Namibians would also be interested in visiting the centre. The vast majority at each sample point indicated that they feel other Namibians would also be interested in visiting the centre. Please see the graph below. Do you think other Namibians would also be interested in visiting this centre? Walvis Bay 5.0% 95.0% Swakopmund 5.0% 95.0% Windhoek 7.5% 2.5% 90.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Maybe No Yes Those respondents who answered maybe or no were asked to specify their answer. WHY OTHER NAMIBIANS MIGHT VISIT THE FACILITY Please see the responses recorded in the table below for those individuals who believe that others would maybe visit the centre: It is too far for the local community of Swakopmund 25.0% Maybe because a lot of people like going to the coast 25.0% Namibians don't really like their own things, they would rather leave it to foreigners 25.0% Some people do not like cultures that much or to learn about other culture 25.0% 100% WHY OTHER NAMIBIANS WOULD NOT VISIT THE FACILITY None of the respondents were of the opinion that other Namibians would not want to visit the centre. Prepared by: Daleen Hugo-Small Page 98 of 159

99 PROPOSED LOCATION PROPOSED VIABILITY OF LOCATION Respondents were told of the proposed location for the Namibian Arts & Crafts Centre and were asked whether they believe that this will render the centre still viable. Please note that this question was only posed to those respondents who have been to the Coast of Namibia before. One would assume that a person who has not been to the area will have difficulties in commenting on the location. It is interesting to note that the believed viability of the Namibian Arts & Crafts Centre dropped from 91.6% to 75.6% due to the location. Do you think the proposed location will work? Maybe 9.0% No 15.4% Yes 75.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% WHY WILL THE PROPOSED LOCATION WORK? The main reasons given by the 75.6% of respondents who believed that the centre will work at the proposed location are: 6. It is near the main road. People will see it clearly (37.3%) 7. Because it is at the entrance to Swakopmund (13.6%) 8. Because is far from town and there will be no noise from the public (6.8%) 9. It is near the main road and airport (5.1%) Prepared by: Daleen Hugo-Small Page 99 of 159

100 Please see the table below for further detail. Because is far from town and there will be no noise from the public 6.8% Because it is at the entrance to Swakopmund 13.6% Because it is far enough from street kids and criminals 1.7% Because it is next to the Mondesa location. Local people can go there whenever they get bored 1.7% Because most people are only going through so they will have an opportunity to see it and visit it 1.7% Because there is already one in the town itself 1.7% Because there is no other art and craft centre at that side of the road. Everyone who comes to Swakopmund for the first time will be able to see it. 1.7% Because there will no disturbances from other people who come from the location, because they are far from the community 1.7% Different people coming in from different places will come and be able to see 1.7% First thing you see so you spent money first there before you see anything else 1.7% Great enterprises, business opportunities, greater area for everybody that passes by 1.7% It has an advantage for travellers, its outside town and easy to locate 1.7% It is close to the big city but out of town 1.7% It is near the main road and airport 5.1% It is near the main road. People will see it clearly 37.3% It is out of town from the hectic life of inner city 1.7% It is well situated outside of town from traffic congestion 1.7% It looks beautiful and the people will like it 1.7% It will attract more tourists because it is near the main road and the airport 1.7% It will work because it is at the entrance for everyone coming to Swakopmund 1.7% People will come for the opening if the advertising is fine and if the price is right. I will be there 1.7% The local people will also come. Every Namibian will come to that place because the place is at the main road 1.7% The town is too small. There is not enough space for a new centre therefore the chosen place is good 1.7% To support the entrepreneurs who will be selling at the centre 1.7% Tourists are very interested in arts and crafts. Location can attract people 1.7% Tourists travelling between Swakopmund and Henties will see it 1.7% 100% WHY MIGHT THE PROPOSED LOCATION WORK? Of the 9.0% of respondents who indicated that the proposed location might work, think this is because: It will work but it is far from the communities. Only few percent of the people will go there (28.6%) It is far outside Swakopmund and people should pay taxi for transport (28.6%) Please see the table below. Prepared by: Daleen Hugo-Small Page 100 of 159

101 It will work but it is far from the communities. Only few percent of the people will go there 28.6% It will depend on the interest of the people 14.3% It is far outside Swakopmund and people should pay taxi for transport 28.6% It is far but I think it will work. Make it attractive. 14.3% It doesn t look or show what it is. It s a little outside the town. 14.3% 100% WHY WILL THE PROPOSED LOCATION NOT WORK? Of the 15.4% that indicated that the proposed location will not work, 33.3% of the respondents gave the reason that: It is far from the people. The place is far from the community 8.3% Because is far from the location and only whites will go there who have money 8.3% The place is only for tourists and it s going to be difficult for local people to go visit and also others to go to work 8.3% No, because it is far from people. In between Mondesa it will be close 8.3% It s situated too far. Nothing else will attract people to visit the Arts & Crafts Centre 8.3% It should be closer to the sea 8.3% It is not viewer friendly and unsafe also 8.3% It is far from the people 33.3% Because it not located where tourists and people normally go 8.3% 100% NEW PROPOSED LOCATION Respondents who were of the opinion that the proposed location will not work, were asked to suggest a better location instead. The highest suggestions given were: 50.0% for City Centre 16.7% suggested Mondesa The stadium 8.3% Ocks & Meyerstr in the corner 8.3% Nelson Mandela Ave and 1 st Avenue 8.3% Mondesa 16.7% City Centre 50.0% Between Swakopmund and Walvis Bay 8.3% Prepared by: Daleen Hugo-Small Page 101 of 159

102 Respondents were asked to give a reason as to why they think the location they suggested would be better suited than the proposed location. Between Swakop mund and Walvis Bay City centre Mondesa Nelson Mandela Ave and 1st Ave Ocks & Meyerstr in that corner The stadium Because it will be cheap for those who do not have cars 50.0% It allows access to all people and it will be close to all people 16.7% 100.0% It is a central business working area and it is going to be easy for everyone to see It is closer for the people of the community to come there 50.0% 100.0% It is for everyone to see 16.7% It will save time and transport cost. It is near other tourist facilities 16.7% More tourists come from the harbour. They don't go to far places. They only go up to Swakopmund. I think the centre 100.0% should be at Langstrand There will be more customers and during holidays and weekends people can go there. It should be near the see, 16.7% because a lot of people like going there and it will attract them. They will make more profit, I am sure 16.7% Visitors will be able to see it as it is through the main road. Local people will also have a chance because it is in the location % We all go to town and it is a daily routine and access is much more convenient 16.7% 100% 100% 100% 100% 100% 100% Respondents reasons for the Town Centre are: (Please see the table above) It allows access to all people and it will be close to all people It is for everyone to see It will save time and transport cost. It is near other tourist facilities There will be more customers and during holidays and weekends people can go there. It should be near the see, because a lot of people like going there and it will attract them They will make more profit, I am sure We all go to town and it is a daily routine and access is much more convenient Respondents reasons for Mondesa are: (Please see the table above) Because it will be cheap for those who do not have cars It is closer to the people of the community to go there Prepared by: Daleen Hugo-Small Page 102 of 159

103 ADVERTISEMENT MEDIUM Respondents were asked to indicate by means of which medium they would like to learn about the proposed Arts & Crafts Centre. You will notice from the graph below that the preferred advertisement medium is the newspaper (41.8%). The second highest mention was for the radio (37.3%). Other mentions were television, leaflets and . was mentioned by only 1.5%. How would you like to learn about this new centre? 1.5% Television 10.4% Leaflets 9.0% Newspaper 41.8% Radio 37.3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prepared by: Daleen Hugo-Small Page 103 of 159

104 TOURIST COMPREHENSIVE REPORT Prepared by: Daleen Hugo-Small Page 104 of 159

105 SAMPLE INFORMATION The ultimate proof of COSDEF s ability to successfully fulfil their vision, mission and core values lie in the satisfaction of the tourists that visit Swakopmund. Therefore tourists need to be approached in order to gather information on what their needs and perceptions are regarding the proposed Arts & Crafts Centre in Swakopmund. It is necessary to evaluate a similar set-up in Windhoek to that of the proposed Arts & Crafts Centre in Swakopmund. Tourists that have visited the Crafts Centre in Windhoek would be able to give ratings on the layout, design and product/service offerings. This could be used as a baseline to further establish the new Arts & Crafts Centre in Swakopmund. Intercepts were conducted with tourists in Swakopmund and Windhoek. A questionnaire of 5-10min was used. Data collection will be kept in the strictest of confidence and all questionnaires were completed anonymously meaning that none of the answers given by respondents will be directly linked to their name. The following sample was drawn: Windhoek Total sample: 20 Swakopmund Total sample: SCREENER QUESTION A Screener question was asked to ensure that the right people were interviewed for this project. ARE YOU 18 YEARS AND OLDER? Respondents were asked whether they are 18 years or older. 100% of the tourist sample was older than 18 years. Please see the graph below. Prepared by: Daleen Hugo-Small Page 105 of 159

106 Are you 18 years or older? No Yes 100.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% DEMOGRAPHICS GENDER No gender split was specified for this study and tourists were approached randomly. What is interesting to note is that there was an equal split between males and females. This is positive as input from both genders is valued in order to cater for all needs at the proposed Arts & Crafts Centre in Swakopmund. Please refer to the graph below for detail. Prepared by: Daleen Hugo-Small Page 106 of 159

107 Gender dispersion Female 50.0% Male 50.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% OCCUPATION For interest sake, the occupations of tourists were recorded. Please see the table below for the occupations communicated by the tourists. SUMMARY OF THE TABLE 14.6% were students 12.5% are self-employed 8.3% indicated that they were And another 8.3% said they were volunteers OCCUPATION Accountant 2.1% Architect 2.1% Auditor 2.1% Banker 2.1% Doctor 8.3% Economist 2.1% Engineer 4.2% Home Executive 2.1% Manager 4.2% Miner 2.1% Prepared by: Daleen Hugo-Small Page 107 of 159

108 Pensioner 8.3% Physiologist 2.1% Post Doc 2.1% Research Scientist 2.1% Researcher 2.1% Self-employed 12.5% Seller 2.1% Shop Assistant 2.1% Sociologist 4.2% Student 14.6% Teacher 4.2% Therapist 2.1% Volunteer 8.3% Writer 2.1% 100% AGE DISPERSION Respondents were asked to specify their exact age. From the graph below it can be noted that the majority of the tourist sample came from the following age categories: 22% of the tourist sample are between the age % are between years of age Another 18% fall into the age category of Age dispersion 61+ years 10.0% years years 2.0% 4.0% years 12.0% years 22.0% years years years 14.0% 18.0% 18.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prepared by: Daleen Hugo-Small Page 108 of 159

109 COUNTRY OF RESIDENCE Respondents were asked to indicate their country of residence. The majority of the tourists interviewed currently live in Germany (30%), the Netherlands (14%) and England (12%). These are highlighted in orange. Please see the table below for further detail. England 12.0% USA 2.0% France South Africa 10.0% Germany 30.0% Italy Spain Other: Angola 2.0% Other: Austria 2.0% Other: Belgium 2.0% Other: Cameroon 2.0% Other: Canada 8.0% Other: Finland 6.0% Other: Kenya 4.0% Other: Netherlands 14.0% Other: Switzerland 6.0% 100% ARTS & CRAFTS EXPERIENCE CENTRES VISITED It was important to gain information on which Arts & Crafts Centres tourists have visited before. These centres can potentially be used as a benchmark for developing the proposed Arts & Crafts Centre in Swakopmund. From the table below it is clear that: 30.4% of the tourists have visited the NamCrafts Centre This arts and crafts workshop and shop is located at the Windhoek Craft Centre 8.9% have visited the Namibian Craft Centre in Windhoek Please see the table below for more information. Percentage Frequency African Emporium 1.8% 1 Art Africa 3.6% 2 Bushman art 1.8% 1 Prepared by: Daleen Hugo-Small Page 109 of 159

110 Crafts at Aquarium 1.8% 1 Crafts at Café Anton 7.1% 4 Crafts at Martin Luther 5.4% 3 Flea market at light house 1.8% 1 Flea market in Okahandja 1.8% 1 FNCC 1.8% 1 In Swakopmund 5.4% 3 Leder Chic 1.8% 1 Museum 1.8% 1 NamCrafts Centre 30.4% 17 Namibian Craft Centre 8.9% 5 Okahandja craft centre 1.8% 1 Okavango craft centre 1.8% 1 Open Market 1.8% 1 Open market at Lighthouse 1.8% 1 Opuwo 1.8% 1 Rundu arts and crafts 1.8% 1 Semi Mall 1.8% 1 The Arts and Crafts Centre 3.6% 2 Tintenpalast 1.8% 1 Windhoek Arts and Craft Centre 1.8% 1 Windhoek everywhere, cannot remember specific names 1.8% 1 Wood market 1.8% 1 Zoo park 1.8% 1 100% 56 VISITATION TO NAMIBIA Tourists were asked whether this is their first visit to Namibia or if they have been to our country on another occasion before. The graph displays that 62% indicated that this was their first time to visit Namibia whereas 32% indicated that they have visited Namibia before. This is positive as 32% can compare their previous arts and crafts experience with their current experience. Prepared by: Daleen Hugo-Small Page 110 of 159

111 Is this your first time to visit Namibia? No 38.0% Yes 62.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Those tourists that have been to Namibia before had to indicate which tourist attractions they have visited before. The table to follow presents the places mentioned and the highest mentions are highlighted in purple. Overall it can be noted that: 13.5% have been to the Dunes 10.8% have been to Etosha 5.4% have been to NamCrafts this is an Arts & Crafts workshop and shop 5.4% have been to the Coast 5.4% have been to the Snake Park in Swakopmund 5.4% have been to the Waterberg Please see the table below. It is positive to note that tourists view the Coast as a tourist attraction. This is an advantage for the proposed Arts & Crafts Centre. TOURIST ATTRACTION Percentage Frequency Damaraland 2.7% 1 Bushman art 2.7% 1 Café Anton 2.7% 1 Cape Cross 2.7% 1 China town 2.7% 1 Christian Church close to the Namibian State 2.7% 1 Prepared by: Daleen Hugo-Small Page 111 of 159

112 House Christus circle 2.7% 1 Dolphin Park 2.7% 1 Dunes 13.5% 5 Epupa falls 2.7% 1 Etosha 10.8% 4 Himba village Opuwo 2.7% 1 Just the town open market 2.7% 1 Museum 2.7% 1 NamCrafts 5.4% 2 National Park 2.7% 1 Nomad 2.7% 1 Okonjima lodge 2.7% 1 Rundu Arts and Craft Centre 2.7% 1 Swakopmund town 2.7% 1 The Coast 5.4% 2 The natural park 2.7% 1 The snake park 5.4% 2 The Welwitschia 2.7% 1 Von Bach Dam 2.7% 1 Waterberg 5.4% 2 100% 37 WINDHOEK ARTS & CRAFTS CENTRE VISITED It was explored which of the respondents have specifically visited the Windhoek Arts & Crafts Centre. 54% of the tourists that took part in the survey have been to the Windhoek Arts & Crafts Centre. Please see the graph below. Have you visited the Arts and Crafts Centre in Windhoek? No 46.0% Yes 54.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prepared by: Daleen Hugo-Small Page 112 of 159

113 Those who have been to the Windhoek Arts & Crafts Centre were asked to describe their experience at the centre with the majority indicating: It was nice. This is highlighted in orange in the table to follow. WHAT DID YOU THINK OF THE CENTRE? Expensive and they should change their products. They sell the same things year in and out 3.7% I liked it very much nice. Good for local people to sell their products and for tourists to see all the things at the same time 3.7% It is beautiful. The experience is amazing and the people are friendly there 3.7% It is a good place but a difficult location. They are a lot selling the same products 3.7% It is attractive 3.7% It is neat and people are friendly 3.7% It is very nice, especially the wood work: it's very creative 3.7% It is very nice, everything looks original 3.7% It was nice 29.6% It was pretty small and they have the same things 3.7% Nice and there is a lot to see 3.7% Nicely arranged and organised 3.7% I did not like it 3.7% Not good. Like Swakopmund it's too crowded 3.7% Oh, it is nice and a lot of items and the prices are very nice 3.7% The centre is a good idea 3.7% There are a lot of crafted items. If I walk in it, it helps me relax and it is nice 3.7% There are a lot of items to see but I have not bought anything 3.7% Very expensive, I bought a few items 3.7% Very good, excellent. It is more developed 3.7% 100% WINDHOEK ARTS & CRAFTS EXPERIENCE The respondents then had to give a mark out of 10 for their total arts and crafts experience in Windhoek. They scored their Windhoek arts and crafts experience with a mean score of 8.33 out of 10. This is a good score, but there is always room for improvement. The above finding is positive as tourists have an experience to share and compare with the proposed Arts & Crafts Centre in Swakopmund. The proposed Arts & Crafts Centre has the opportunity to score a higher score as there is now a basis to work from. Suggestions on how the centre can cater for all Prepared by: Daleen Hugo-Small Page 113 of 159

114 stakeholder needs have also been gathered during this survey. It is up to the organisers and decisionsmakers of the centre on what they would like to implement or exclude. Please see the graph below. Thinking about your total arts and crafts experience in Windhoek Mean COAST VISITED Respondents were asked whether they have ever been to the Coast of Namibia. 63.3% of the tourists interviewed have visited the Coast. Please see the graph below. Prepared by: Daleen Hugo-Small Page 114 of 159

115 SWAKOPMUND ARTS & CRAFTS EXPERIENCE Those respondents that have visited the Coast of Namibia before were asked to give a mark out of 10 for their total arts and crafts experience in Swakopmund. A mean score of 7.73 was awarded to the arts and crafts industry in Swakopmund by the tourists. It is clear that there is room for improvement and a gap that could potentially be filled by the proposed Arts & Crafts Centre. Please see the graph below. If YES, Thinking about your total arts and crafts experience in Swakopmund? Mean Prepared by: Daleen Hugo-Small Page 115 of 159

116 TESTING OF POSSIBLE OFFERING VIABILITY OF PROPOSED IDEAS FOR THE NAMIBIAN ARTS & CRAFTS CENTRE Ideas were proposed for the new Namibian Arts & Crafts Centre by the MCA and consequently tested by AdforceDDB. Respondents were asked to give each proposed idea a mark out of 10 for its believed viability where 1 is not viable at all and 10 is definitely viable. Ideas tested together with the mean score obtained for each are presented in the table below. It is very positive to note that the lowest score out of 10 was a well above average 7.66 out of 10. The highest score was 8.86 out of 10. It can therefore be argued that the ideas presented were all received positively and believed to be viable. Care should be taken to investigate on a regular basis at the centre which areas need more improvement. ADFORCEDDB suggests a customer self-complete satisfaction survey for this. Based on the observed scores, it is suggested by AdforceDDB that particular attention is given to creating a centre that reflects Namibia by: 1. By giving tourists the opportunity to see how products are made 2. Making use of traditional building material 3. Making use of natural décor that reflects the different regions of Namibia 4. Having a Visitors Information Centre where tourists can get directions or advise on accommodation in and around Swakopmund as well as for the rest of the Erongo Region. The viability of an amphitheatre with the units producing various items arranged in a horse shoe shape around it was also received positively. It is recommended that suggestions are gathered as to what tourists would like to see performed at the theatre. Least enthusiasm was expressed about playing a sound track of bird-life and local singing in the background in the café and the main shop. Please see the table below for further detail. Prepared by: Daleen Hugo-Small Page 116 of 159

117 MOST VIABLE IDEA PERCEIVED VIABILITY OF PROPOSED IDEAS Ideas Tested for believed viability The centre may be a busy environment where visitors can witness the products being produced Average Score out of The arts and crafts units may be made from the traditional materials and colours reflecting the different hues of the regions 8.72 Visitors Information Centre providing directions, accommodation and activities for the town and region 8.32 The units producing the various items may be arranged in a horse shoe shape around the central amphitheatre The amphitheatre may be covered with a removable white large tent Visitors may be able to join with the process of making products e.g. jewellery The shop/café may have images of the North, homesteads, Ruacana Falls, Epupa Falls, Opuwo and the Kavango river to be subtly projected on a white wall LEAST VIABLE IDEA Soundtrack of bird-life and local singing may be played in the background in the café and main shop 7.66 BELIEVED IMPORTANCE OF CERTAIN ELEMENTS Respondents were asked to comment on whether they believe that certain elements should be present in the proposed Namibian Arts & Crafts Centre in Swakopmund. Various elements were presented to respondents where they were required to provide a mark out of 10 for level of importance where 1 is not important at all and 10 is very important. The table below indicates the results. The tourists felt that the proposed elements such as cleanliness, natural light, natural building material and decor being used, playing local music in the background and having tourists meet and interact with Namibians were all believed to be important. The lowest scoring mean was a high 8.22 out of 10 with the highest score being a near perfect 9.04 out of 10. It is suggested by AdforceDDB that all of these elements should be present in the proposed Namibian Arts & Crafts Centre. Tourists enjoy the interaction with Namibians and it thus comes as no surprise that this element was scored the highest with 9.04 out of 10. This was followed by the Namibian ambiance created through natural light, making use of natural building material, cleanliness and Prepared by: Daleen Hugo-Small Page 117 of 159

118 making use of natural décor e.g. Namibian baskets nailed to the walls. Again local music played in the background was given the lowest score as already seen in the previous question. BELIEVED IMPORTANCE OF CERTAIN ELEMENTS MOST IMPORTANT Elements Tested for Importance LEAST IMPORTANT Average Score out of 10 Having tourists meet and interact with Namibians 9.04 Natural Light 8.98 Making use of natural building materials e.g. natural wood, rock. steel 8.96 Cleanliness 8.94 Making use of natural décor e.g. Namibian baskets nailed to walls 8.40 Local music playing in the background 8.22 OPENING AND CLOSING TIMES The tourists were asked to comment on the times when they believe the Namibian Arts & Crafts Centre should be open. The table below indicates all responses provided together with the average and most frequent opening and closing time recommended by tourist respondents. From the information provided below, it is suggested by the tourists that the Namibian Arts & Crafts Centre opens at 9h00 in the morning and closes at 18h00 in the evening. Please see the table below for the times recorded. OPEN FROM OPEN TILL 06:00:00 15:00:00 06:00:00 16:00:00 06:00:00 17:00:00 07:00:00 17:00:00 07:00:00 17:00:00 07:00:00 17:00:00 07:00:00 17:00:00 07:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 18:00:00 Prepared by: Daleen Hugo-Small Page 118 of 159

119 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 09:00:00 18:00:00 09:00:00 18:00:00 09:00:00 18:00:00 09:00:00 18:00:00 09:00:00 18:00:00 09:00:00 18:00:00 09:00:00 18:00:00 09:00:00 18:00:00 09:00:00 19:00:00 09:00:00 19:00:00 09:00:00 19:00:00 09:00:00 19:00:00 09:00:00 19:00:00 09:00:00 19:00:00 09:00:00 20:00:00 10:00:00 20:00:00 10:00:00 20:00:00 10:00:00 20:00:00 10:00:00 20:00:00 10:00:00 20:00:00 10:00:00 20:00:00 10:00:00 20:00:00 10:00:00 21:00:00 10:00:00 21:00:00 10:00:00 21:00:00 10:00:00 21:00:00 13:00:00 22:00:00 14:00:00 22:00:00 15:00:00 22:00:00 16:00:00 22:00:00 Mean 09:02:24 18:44:24 Most Frequent 09:00:00 18:00:00 Prepared by: Daleen Hugo-Small Page 119 of 159

120 PROPOSED ENTRANCE FEE Respondents were asked what entrance fee they suggest should be charged for the centre. The table below depicts that: 56% of all the tourist feel the entrance fee should be for free 12% indicated that entrance fee can be N$20 10% indicated a fee of N$10 It is interesting to note that more than 50% of tourists would like the entrance fee of the centre to be free. It is thus wrong to believe that tourists are the ones who are always willing to pay entrance at all activities offered. The question one could ask is whether this is because tourists feel that they would already support the centre by buying arts and crafts as well as food offered in the cafe and an entrance fee would thus be too much to ask? The overall mean entrance fee indicated was: N$ Please see the supporting table below: Entrance Fee Free 56.0% N$ % N$ % N$ % N$ % N$ % N$ % N$ % N$ % % ATTRACTIVENESS OF ACTIVITIES OFFERED Respondents were presented with a list of proposed activities to be offered at the Namibian Arts & Crafts Centre. Again they were required to rate the attractiveness of the proposed activities on a scale of 1 to 10 where 1 means that they do not like the idea at all and where 10 means that they like the idea very much. Please see results in the table below, noting the following observations. Prepared by: Daleen Hugo-Small Page 120 of 159

121 Again you will notice that on average, all of the proposed activities scored favourably except for the massages being offered as well as the puppet show scoring a low 5.82 and 5.84 out of 10 respectively. Beauty therapies using natural products such as the Kalahari Melon seed and xemenia and the production of wire products were also rated as the least important activities to be offered at the centre. The rest of the proposed activities each scored above 7.00 out of 10. The highest scoring activity was given for the amphitheatre offering performances as well as having a café where tourist can eat or drink something. Each of these activities scored 8.56 out of 10 respectively. Solar ovens for bread making and traditional food, school shops where kids can sell their products, a picnic area and a main shop were also rated favourably with a score above 8 out of 10. Tourists value the opportunity to experience all of Namibia as much as possible even if it is just by enjoying a picnic area. AdforceDDB would suggest that since tourists are the main stakeholders, care should be taken to create an environment that captures Namibia as much as possible where tourists can interact with Namibians and eat Namibian food and that the main focus should thus not only lie on the arts and crafts displayed at the centre. During the survey, results obtained show that tourists are more focused on having a Namibian environment and experience than on the products being sold at the centre. They however would like a main shop where all the arts and crafts can be bought. Please see table below with results: Prepared by: Daleen Hugo-Small Page 121 of 159

122 BELIEVED ATTRACTIVENESS OF PROPOSED ACTIVITIES MOST ATTRACTIVE Proposed Activities Average Score out of 10 Amphitheatre with performances 8.56 A café 8.56 Solar ovens bread making & traditional food products 8.48 School shops 8.42 A picnic area 8.14 A main shop 8.10 Pottery 8.09 Flea market 7.98 Landscaped water friendly indigenous garden 7.94 A large lecture room to be hired and to be used by the community 7.92 Leather works 7.88 Maze type theme playground for children to play in 7.70 Dress making 7.66 Bead Making 7.60 Jewellery 7.56 Basket Weaving 7.48 LEAST ATTRACTIVE Glass recycling 7.48 Hair Braiding 7.40 Pottery 7.34 Public lectures 7.22 Wire products 6.42 Beauty therapies using natural products such as Kalahari Melon seed, xemenia etc Puppet shows 5.84 Massages 5.82 IS THERE ANYTHING ELSE TO BE ADDED TO THE CENTRE? Tourists were asked if there is anything else that they would like to see at the proposed Arts & Crafts Centre. 47.2% indicated that they would add nothing to the centre. This is a very positive finding. It seems that for the majority of tourists all needs are catered for. Below is a list of things tourist suggested to be added to the centre. The main suggestions were to add a swimming pool and toilets at the centre. Please see the table below for further suggestions made. Prepared by: Daleen Hugo-Small Page 122 of 159

123 A place to sit and rest. Shade just like the park here, Zoo park 1.9% A place where they can train people for what they want to do e.g. dress making, basket weaving 1.9% Choir music and trees and grass 3.8% Group the crafts at the centre according to the region where they were made 1.9% Make shops for the dealers (ventures) 1.9% Making of instruments, wood carving 1.9% More colourful things 1.9% Nothing 47.2% Performing cultural dances 1.9% Playing videos about different cultures, live performance of different cultures 5.7% Put local music mixed with Jazz 1.9% Putting camping facilities and a place to rest 1.9% Restaurant with local foods and entertainment 3.8% See more wood crafting, more like an open market 1.9% Swimming pool 7.5% Casino 1.9% Showers 1.9% Toilets 7.5% Tower with panoramic view 1.9% 100% VIABILITY OF THE NAMIBIAN ARTS & CRAFTS CENTRE BELIEVED VIABILITY Now that respondents are aware of what is proposed for the new Namibian Arts & Crafts Centre in Swakopmund, they were asked whether they believe the centre to be viable. You will notice from the graph below that the tourists gave a mean score of 8.74 out of 10 for the idea of opening a Namibian Arts & Crafts Centre in Swakopmund. This score is very positive as it indicates that the tourists believe the centre to be viable, but that constant feedback should be gathered to keep the centre up to standard and improve where necessary. Please see the graph below: Prepared by: Daleen Hugo-Small Page 123 of 159

124 The idea of opening a Namibian Arts and Crafts Centre in Swakopmund Mean VISUAL APPEAL Visuals of the proposed centre were show to the tourists that took part in this survey. The participants had to give an overall mark out of 10 for the image that is portrayed in the visual, in other words what the centre would look like. The graph displays that the tourists like the visual idea of the proposed centre. A mean score of 8.16 out of 10 was awarded overall. The image that is portrayed in the visual. In other words what the centre would look like Mean Prepared by: Daleen Hugo-Small Page 124 of 159

125 PROPOSED ARTS & CRAFTS CENTRE S VISUALS

126 VIABILITY OF USING FACILITY After the idea of the proposed Arts & Crafts Centre in Swakopmund was communicated and the visuals were shown, tourists were asked whether they would ask their tour operators to organise a visit to the centre. Please see the graph below for further detail. Now that you have an idea of what the centre would look like and what activities can be offered, would you ask your tour operator to organise a visit to this centre? Maybe 16.0% No 18.0% Yes 66.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% WHY I WILL VISIT THE FACILITY It is positive to see that 66% of the total sample indicated a yes at this question. The main reasons being that the centre: Looks nice and I would love to visit it once it has been completed It is nice and to be able to see the hand crafts the Namibians are making is what would make tourist visit the centre. WHY TOURIST WOULD VISIT THE CENTRE I am interested to see the traditional things and people living in Namibia 9.1% I love visiting Arts and Craft Centres and also to support the local businesses 3.0% I want to buy things there 3.0% it is a place where Namibians can showcase their arts 3.0% it is something and it is different from what you see here 3.0% it looks nice and I would love to visit it once it's been completed 12.1% it will be a nice opportunity to learn about several aspects of Namibians culture in one 6.1%

127 place it's a tourist attraction and it generates money for the country 3.0% The layout looks nice in the image. I would love to see the centre once completed 3.0% Having a look at all the offered activities and cultural life of former Namibians 3.0% I like seeing new things. There are a lot of things to see if you go with someone who will show you around 3.0% It is nice and to see the hand crafts the Namibian are making 15.2% You can see many things in one place 6.1% It will have almost everything. You will get everything at one place and it is safe 9.1% It's interesting, it's the same way the tour guide brought me to the NamCrafts 3.0% To go see all things we have talked about craft and maybe buy if there is something I like 3.0% To have a look at the centre and walk through different selling stands 3.0% Want to go see more of what they have to offer 9.1% 100% WHY I MIGHT VISIT THE FACILITY 16% indicated that they would maybe ask their tour operators to take them there. The main reason being that: It will depend on the mood that I am in WHY TOURIST WOULD MAYBE VISIT THE CENTRE Because I am not really into Arts and Crafts. I am more of a mall shopping guy 12.5% Depends on the mood I am in 25.0% For the next visit 12.5% I would make a turn 12.5% If I can come for more days I would like to see traditional 12.5% If I get time 12.5% More personal in choice making 12.5% 100.0% WHY I WILL NOT VISIT THE FACILITY For this question one should keep in mind that the question asked was: Would you ask your tour operator to organise a visit to this centre? As many tourists do not make use of a tour operator but do a self-drive instead, this question could be interpreted in a different manner. 18% indicated this question with a no with the main reason being I would visit it by myself. This is positive as tourists are still interested in visiting the proposed centre. Prepared by: Daleen Hugo-Small Page 127 of 159

128 Please see the graph below for further detail. WHY TOURISTS WOULD NOT VISIT THE CENTRE Because it is too far from Windhoek 11.1% Because we always go by ourselves but most of the tourists will tell their tour operator to organise a visit, the place looks beautiful 11.1% I will only go there with my family but other people will go with the tour 11.1% I would like to see other place that are more natural 11.1% I would like to see other things e.g. real village. It's not that African, it is too modern 11.1% I would visit it by myself 33.3% The Tour guide must know the area so he must just take us there. We do not know Namibia that much so he must take us around. 11.1% 100% OTHER TOURISTS VISITING THE FACILTIY The tourists were then asked whether they believe other tourists would also be interested in visiting the centre. The vast majority (98%) of tourists indicated that they feel other tourists would be interested in visiting the centre. The 2% that answered maybe gave this answer, because they feel that the centre looks nice. None of the participants were of the opinion that other tourists will not want to visit the centre which is a very positive finding. Please see the graph below. Do you think other tourists would also be interested in visiting this centre? Maybe 2.0% No Yes 98.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prepared by: Daleen Hugo-Small Page 128 of 159

129 ADVICE ON VISUAL APPEAL Tourists were asked to give suggestions on how to attract other tourists to visit the centre once it has been completed. The following is notable from the data: Proper advertising of the centre was mentioned the most whether this is in the newspaper, leaflets, television etc. A total of 35% mentioned advertising (highlighted in orange in the table below) Tourists would like to see more trees and plants at the centre, because it is a large open space Leaflets of the centre should be available in hotels and guesthouses Please see the table below for further detail. SUGGESTIONS ON ATTRACTING TOURISTS Percentage Frequency A grand opening if they're not yet planning it, to have cultural performance etc. 1.7% 1 Advertise in Hotels and tourist books, posters 5.0% 3 Advertise in leaflets 3.3% 2 Advertise in newspapers 8.3% 5 Advertise in Television 5.0% 3 Advertise in Tour books 3.3% 2 Advertise on radio 1.7% 1 Advertise with good signage on the road 1.7% 1 Advertise where tourists gather 1.7% 1 Advertise 3.3% 2 Be friendly to customers 1.7% 1 Crafters should work at the centre so that we how products are made 1.7% 1 Do lots and lots of advertising and Facebook can be one of the great places for that 1.7% 1 Do something different which are not in other places 1.7% 1 Free parking 5.0% 3 Go to South Africa to be trained, because Namibia is behind in technology and in advertising 1.7% 1 Good communication to the public 1.7% 1 Have a camp site 1.7% 1 Have leaflets in hotels and guesthouses 8.3% 5 It must represent the Namibian culture as best as possible (it must be close to natives and their history). Swakopmund doesn't need a selling centre like 1.7% 1 Windhoek Just to put the place in the tour books 1.7% 1 Localise everything and use many Namibian staff. Make it special, what other 1.7% 1 Prepared by: Daleen Hugo-Small Page 129 of 159

130 countries don't have Make it look more African to have a cultural element, historical made buildings with raw materials 6.7% 4 Make sure there is enough art craft for people to buy 1.7% 1 More trees and plants because there is too much open space 10.0% 6 Offer anything nice that would attract people to the centre 1.7% 1 Open a website and advertise it internationally 1.7% 1 Part of the profit must go to the people, local school, less fortunate people 1.7% 1 Put the centre close to the city and within walking distance 5.0% 3 Security should be good. Tourists should feel safe 1.7% 1 The crafters should be friendly 1.7% 1 The price must be good. People selling the goods should be open 1.7% 1 They should sell traditional African food at the centre 1.7% 1 100% 60 PROPOSED LOCATION PROPOSED VIABILITY OF LOCATION Respondents were shown a map of the proposed location for the Namibian Arts & Crafts Centre and were asked whether they believe that it will still be viable. Please note that this question was only posed to those respondents who have been to the Coast of Namibia before. One would assume that a person who has not been to the area will have difficulties in commenting on the location. It is interesting to note that the believed viability of the Namibian Arts & Crafts Centre dropped from 87.4% to 48.7% due to the location. Do you think the proposed location will work? Maybe 15.4% No 35.9% Yes 48.7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prepared by: Daleen Hugo-Small Page 130 of 159

131 WHY WILL THE PROPOSED LOCATION WORK? 48.7 % of respondents indicated that the main reasons why the proposed location will work are because: 1. It is out of the noise, peaceful, it will be more relaxing. 2. It is close to the airport and easy to visit 3. Tourist coming from the airport will visit it. It will be recognised, because it is on its own and easy to get there. You would not get loss 4. The people using that road will pass by the centre Please see the table below for further detail. It is close to the airport and easy to visit 10.5% It is beautiful and it's in the open, everyone will see it 5.3% Everyone will want to visit a new centre. They want to travel around 5.3% I get off at the airport and would stop there 5.3% If it should be good enough people using the airport will go there. People coming into Swakopmund will see it. The directions must just be clear and colourful 5.3% If there is good advertisements 5.3% It is very close to the main road and between the road to Windhoek 5.3% It is accessible 5.3% It is not too far 5.3% It is out of noise, peaceful, it will be more relaxing 15.8% The people using that road will pass by the centre 10.5% Tourists coming from the airport will visit it. It will be recognised because it is on its own and easy to get there. You won't get lost 10.5% Tourists love to see great places and this centre looks great. People won't mind going there and the location is great 5.3% Yes, it will be quiet and peaceful if a person goes there. I won't get lost and it is easy to locate it. 5.3% 100% WHY MIGHT THE PROPOSED LOCATION WORK? 15.4% of respondents indicated this question with a maybe because: The centre is a bit far from everybody. I do not think lots of people will go there. Please see the table below. Prepared by: Daleen Hugo-Small Page 131 of 159

132 Because it is far and transport must be organised. They should advertise it so that the people can see it clear, otherwise people won't notice the place 16.7% Closer to town would be much more helpful and it's fitting much better. It's more realistic to build it close to town 16.7% I think it will work. But if it were in town it would definitely work 16.7% It is a bit far from everybody. I don't think lots of people will go there 33.3% Looks good and attractive 16.7% 100% WHY WILL THE PROPOSED LOCATION NOT WORK? 35.9% of respondents indicated that the proposed location will not work. The reason given was simply that: It is far. It needs to be of walking distance so that more people can go there. Not only people with cars I find it too far from other people This is understandable as tourists want to interact and experience Namibian people around them and they might feel that because the proposed Arts & Crafts Centre is 4km out of town the interaction with locals might get lost. Please see the table below. Because it's far out of town 7.2% I find it too far from people 14.3% It is far. I hope it will work 7.2% You will need transport to travel there 7.2% It is too far. It needs to be a walking distance so that more people can go there. Not only people with cars 28.6% It won't work, it is far out of town 7.2% It's far out from everyone, far too drive there 7.2% Too far 14.3% Too far from where the tourists would stay 7.2% 100% Prepared by: Daleen Hugo-Small Page 132 of 159

133 NEW PROPOSED LOCATION Respondents suggested that the centre is built in the centre of town instead. This was indicated by 42.8% of the tourists that took part in the survey. Please see the table below with the response highlighted in green. City Centre 42.8% Close to the Jetty 7.1% Close to town 14.3% Coast line 7.1% Mondesa 7.1% Nordring 14.3% Vineta 7.1% 100% If all the reasons for the proposed new location are summarised it all boils down to the fact that the City Centre is closer to everyone and everything. Please see the table below for further detail. City centre Close to the Jetty Coast line Mondesa Nordring Vinita Because everybody goes to town and has access to it 12.5% Because it is close to people's houses 100.0% Easier to go there 12.5% Everyone walks around the area 100.0% Everyone will visit the centre if it's in town like out of town, no ways 12.5% It is close to everyone 12.5% It is closer to everyone and will attract more people 12.5% It is nice there 100.0% It is too far, put it in a walking distance 12.5% It's more central 50.0% More in the centre 50.0% Nice place because it is near the sea 100.0% That's within walking distance, people can get there easily 12.5% They should move it 1km closer to the centre of the town 12.5% 100% 100% 100% 100% 100% 100% Prepared by: Daleen Hugo-Small Page 133 of 159

134 ADVERTISEMENT MEDIUM Respondents were asked to indicate by means of which medium they would like to learn about the proposed Arts & Crafts Centre. Please note that the tourists gave more detailed answers for this question and came up with more categories than the respondents of the other segments. The following results were found: 23.5% mentioned leaflets 18.3% said the newspaper 13.9% indicated the television 12.2% mentioned Please see the graph below for further detail. How would you like to learn about this new centre? Other: Tourism guide book Other: They need a website or blog Other: SMS Other: Through tourism board Other: Internet Other: Information centre Other: Hotels Other: Camp site Other: Brochures and posters Other: Advertise it in Guesthouses Television Leaflets Newspaper Radio 7.0% 0.9% 0.9% 0.9% 3.5% 1.7% 1.7% 0.9% 1.7% 1.7% 12.2% 13.9% 23.5% 18.3% 11.3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prepared by: Daleen Hugo-Small Page 134 of 159

135 TOUR OPERATOR COMPREHENSIVE REPORT Prepared by: Daleen Hugo-Small Page 135 of 159

136 SAMPLE INFORMATION Tour Operators play a very important role in connecting tourists to holiday destinations. It is often the decision of the Tour Operator which sight-seeing tourists will be shown as well as which shops or centres will be visited. AdforceDDB contacted 66 Tour Operators via as well as telephonically. They were given the option to complete the questionnaire online or by means of a telephonic interview. The participation of Tour Operators was very low. Ten (10) Tour Operators contacted were willing to participate in the research study in the timeline provided. All questionnaires were completed anonymously meaning that none of the answers given by respondents will be directly linked to their names. No gender split was specified for this study but the gender of participants has been included in the table below for interest sake. 70% of participants were female and 30% were male. Please see table below: NAME OF TOUR OPERATOR COMPANY Tour and Travel Biz Springbok Atlas Namibia African Wanderer Tours & Safaris Terra Nova Tours and Incentives Safaris Unlimited Distant Horizons Travel CC Chameleon Safaris Namibia Ricma Safaris Namibia Tracks & Trails Free-lance tour operator GENDER Male Male Female Female Female Female Female Female Female Male SCREENER QUESTIONS Screener questions were asked to ensure that the right people were interviewed for this project. Prepared by: Daleen Hugo-Small Page 136 of 159

137 DO YOU WORK FOR OR OWN A ARTS, CRAFTS OR CURIO OUTLET AT COAST The respondents were asked whether they currently own or work for any arts, crafts or curio outlet at the Coast of Namibia. As this might cause a conflict of interest with the proposed Arts & Crafts Centre in Swakopmund, the answer given had to be no. As it is clear from the graph below, 100% of the respondents who participated in the survey currently do not own or work for any arts, crafts or curio outlet. Are you currently owning or working for any Arts, Crafts or Curio outlet at the Coast? No 100.0% Yes 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% OPERATING TOURS AT THE COAST Respondents were asked whether the Tour Operators that they currently work for operate tours at the Coast of Namibia. One would assume that the Tour Operators that do not travel to the Coast would not be able to give an informed opinion on the proposed Arts & Crafts Centre and would furthermore not bring tourists to the centre. The graph displays that 100% of the Tour Operators who took part in the survey currently operate tours at the Coast. Please see the graph below. Prepared by: Daleen Hugo-Small Page 137 of 159

138 Do you operate tours at the Coast? No Yes 100.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% TOURS REGION MAINLY OPERATING IN Respondents were asked in which region they mainly operate in. 30% of Tour Operators indicated that they mainly operate in the Erongo and Khomas region and 20% in the Otjozondjupa region. Region dispersion Otjozondjupa 20% Oshikoto Oshana Omusati Omaheke Okavango Ohangwena Kunene Khomas 30% Karas Hardap 10% 10% Erongo 30% Caprivi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prepared by: Daleen Hugo-Small Page 138 of 159

139 AMOUNT OF TOURS AT OR TRAVELLING THROUGH THE COAST Tour Operators were asked of all the tours that they operate in a year, how many of them are at the Coast or how many of the tours only travel through the Coast. 22.2% indicated that they take 20 tours on average to the Coast. Please see the graph below. Thinking of all the tours that you operate in a year, how many of them are at the Coast OR travel through the Coast? % % % % % 10 to % 5 to % % 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% AMOUNT OF PEOPLE IN A TOUR GROUP The Tour Operators were asked to indicate how many people on average tour in a group that travels to or through the Coast. 30% indicated that on average a total of 4 tourists are in a group. The highest number of travellers indicated in a group was 15. Please see the graph below for more detail. Prepared by: Daleen Hugo-Small Page 139 of 159

140 Of this total number of tours which you indicated above, how many people on average are in a group? % 10% 10% 10% 10% 4 30% % 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% PERCENTAGE OF INCOME Respondents were asked when considering all tours that they operate in a year, what percentage of their total annual income comes from tours being operated at the Coast. The following was found: 30% indicated that 6 10% of their yearly income comes from tours operated at the Coast 20% indicated a 46 55% income through tours run at the Coast Please see the graph below. Thinking of all the tours that you operate in a year, what percentage of your income would you say come from tours that you operate at the Coast? 91-95% 81-85% 66-76% 46-55% 26-35% 10% 10% 10% 10% 20% 11-15% > 5% 10% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prepared by: Daleen Hugo-Small Page 140 of 159

141 TOP 5 PLACES VISITED AT THE COAST The Tour Operators were asked to name the top 5 places they normally visit during tours at the Coast. Please note that some respondents gave a general place whereas others were more specific in their answer. The highest mentions have been highlighted in purple in the table below. Six places came out on top: % indicated Town tours in Swakopmund 8. Another 11.6% mentioned the Cape Cross Seal Reserve % indicated Town tours in Walvis Bay % mentioned the living desert tours % listed the Moon landscape 12. And another 7.0% said one of the top attractions are scenic flights Please see the table below for more detail. Percentage Frequency Boat Cruises 2.3% 1 Cape Cross Seal Reserve 11.6% 5 Dolphin Cruises 2.3% 1 Henties Bay 2.3% 1 Kristall Gallery & Museum 4.7% 2 Living desert tours 7.0% 3 Luderitz 2.3% 1 Martin Luther 2.3% 1 Mola Mola Boat Cruise 2.3% 1 Moon landscape 7.0% 3 Parachuting 2.3% 1 Quad Biking 2.3% 1 Rossing Mountains 2.3% 1 Sand boarding 4.7% 2 Sandwich Harbour 2.3% 1 Scenic Flights 7.0% 3 Spitzkoppe 2.3% 1 Swakopmund River 2.3% 1 Town Tours in Swakopmund 11.6% 5 Town Tours of Walvis Bay 9.3% 4 Walvis Bay Lagoon 4.7% 2 Welwitschia Drive 4.7% 2 100% 43 Prepared by: Daleen Hugo-Small Page 141 of 159

142 REASON WHY TOUR OPERATORS OFFER PLACES Respondents were asked why they specifically offer to take tourists to visit these places. The following reasons were given: Typical Namibian itineraries offer visits to these places to our client base They are nice places to visit but we also receive commission at these places These are the main attractions of Swakopmund and a big demand to visit these places exists The tourists want adventure, they want to experience Namibia's Coastal and marine life It is on the route of the tour Because of their scenic and cultural interest These are places of interest Because it is on demand Attractions and shopping As we mainly offer self-drive tours clients request to see certain sights which we incorporate in their itinerary COMMISSION RECEIVED The Tour Operators were then posed the question at which of the above mentioned places they receive commission. The following was found: The vast majority of Tour Operators (70%) indicated that they do not receive any commission at the places mentioned 10% indicated that they do receive commission at all places mentioned, especially with the scenic flights and the Mola Mola tours giving the highest commission Another 10% said that one receives commission at all the tourist spots Please see the graph below. Prepared by: Daleen Hugo-Small Page 142 of 159

143 Please state at which of the above places do you receive commission, if any. Tour operators get commission at all the places mentioned. The activities offer commission of different amounts with the scenic flights and Mola Mola giving the highest commission. 10% Our guides most probably receive commission at Kristall Gallery, we do not get commission from shops normally 10% None 70% All the tourist spots 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% VISIT TO A PLACE SELLING ARTS & CRAFTS Those Tour Operators that did not mention an Arts & Crafts destination under the top five places to visit were asked whether they take their tour groups to visit a place where arts and crafts are sold. The following was found: 70% of Tour Operators do take their tour groups to an Arts & Crafts destination 30% indicated that they do not Please note that some of the Tour Operators who were contacted telephonically gave a no at this question as they often encourage their tourists to entertain themselves at certain times and can thus not comment on all the places that the tourists have visited by themselves. Please see the graph below. Prepared by: Daleen Hugo-Small Page 143 of 159

144 If an Arts and Crafts destination was not mentioned above, ASK- do you take you tour groups to visit a place where arts and crafts are sold? No 30.0% Yes 70.0% 0% 20% 40% 60% 80% 100% WHERE DO YOU TAKE THEM Those respondents indicating that they take their tour groups to an Arts & Crafts destination were asked to mention the name of the destination. Specific mention with the highest score of 57.2% was given to the Craft market at Cafe Anton. Where do you take your tour groups to visit a place where Arts and Crafts are sold? To the African Markets 14.3% People usually visit the craft market in Swakopmund and may also browse at the jetty in Walvis Bay. 14.3% Craft markets, Curio shops, Kristall Gallery 14.3% Craft market at Cafe Anton in Swakopmund 57.2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% No Yes Prepared by: Daleen Hugo-Small Page 144 of 159

145 DETERMINING FACTORS WHEN CHOOSING TOUR DESTINATION The Tour Operators were asked which factors they regard as important when choosing a destination to visit with tourists. It comes as no surprise that safety and service were mentioned the most with the combination of safety, service, price, reliability and fairness receiving a 40% mention. The client interest is also a very important factor to consider. Please see specific comments made in the table below. Which factors do you regard as important when choosing a destination to visit with tourists? Service, help profession and the attraction: what is nice to buy and to see 10% Service, Cleanliness, Clients personal interests 10% Security, the activities that the tourists want to engage in and the accommodation available with good hygiene and service. 10% Safety, service, price, reliability and fairness. 40% International appeal and uniqueness 10% Interest from a scenic and cultural point of view as well as availability of suitable accommodation 10% Have the guests visited Namibia previously? What interests do the guests have, i.e. which part of the country would they like to visit the most? 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% TESTING OF POSSIBLE OFFERING VIABILITY OF PROPOSED IDEAS FOR THE NAMIBIAN ARTS & CRAFTS CENTRE Ideas were proposed for the new Namibian Arts & Crafts Centre by the MCA and consequently tested by AdforceDDB. Respondents were asked to give each proposed idea a mark out of 10 for its believed viability where 1 is not viable at all and 10 is definitely viable. Ideas tested together with the mean score obtained for each are presented in the table below. It is very positive to note that the lowest score out of 10 was a well above average 6.70 with the highest score being 8.10 out of 10. It can therefore be argued that the ideas presented were all received positively and believed to be viable. Prepared by: Daleen Hugo-Small Page 145 of 159

146 Except for the highest and the lowest score, scores given for each element lie very closely together with five elements ranging from 7.70 to Tour Operators were of the opinion that a removable large white tent for the amphitheatre is of importance. Although there was no space where Tour Operators were able to give a reason for their scores, we would like to point out that some mentioned the bad weather at the Coast and thus felt a tent to be necessary. The 2 nd highest score was awarded to the units producing the various items being displayed in a horse shoe shape around the amphitheatre as well as having sound tracks of bird-life and local music played in the background of the cafe or the main shop. It was regarded as more viable for visitors to the centre to observe products being produced rather than participating themselves. The joining in of products being made received the lowest score. Participation however did not receive a low viability score in general. It may however require more encouragement to render it viable. A Visitors Information Centre providing directions, accommodation and activities for the town and region was also seen as viable. Please see the table below. MOST VIABLE IDEA LEAST VIABLE IDEA PERCEIVED VIABILITY OF PROPOSED IDEAS Ideas Tested for believed viability Average Score out of 10 The amphitheatre may be covered with a removable large white tent 8.10 The units producing the various items may be arranged in a horse shoe shape around a central amphitheatre 7.70 Soundtracks of bird-life and local singing may be played in the background in the café and main shop 7.70 The Namibian Arts & Crafts Centre should be a busy active environment where visitors can witness the products being produced Visitors Information Centre providing directions, accommodation and activities for the town and region The arts and crafts units may be made from traditional materials and colours reflecting the different hues of the regions The shop/café may have images of the North, homesteads, Ruacana Falls, Epupa, Opuwo, Kavango river to be subtly projected on a white wall Visitors may be able to join in with the processes of making products e.g. jewellery Prepared by: Daleen Hugo-Small Page 146 of 159

147 BELIEVED IMPORTANCE OF CERTAIN ELEMENTS Respondents were asked to comment on whether they believe that certain elements should be present in the proposed Namibian Arts & Crafts Centre in Swakopmund. Various elements were presented to respondents where they were required to provide a mark out of 10 for level of importance where 1 is not important at all and 10 is very important. The table below indicates the results. You will notice that respondents felt that the proposed elements are all important. The lowest scoring mean was 7.10 out of 10 with the highest score being a very high 9.4 out of 10. It is suggested by AdforceDDB that all of these elements are to be present in the proposed Namibian Arts & Crafts Centre. Particular attention should be given to keeping the Namibian Arts & Crafts Centre clean and offering a space where tourists can interact with Namibians. Natural light and Namibian ambiance created through local music playing in the background and making use of natural building material were also rated as important. The element receiving the lowest score was that of making use of natural décor. BELIEVED IMPORTANCE OF CERTAIN ELEMENTS MOST IMPORTANT Elements Tested for Importance LEAST IMPORTANT Average Score out of 10 Cleanliness 9.40 Having tourists meet and interact with Namibians 9.10 Natural Light 9.00 Local music playing in the background 8.70 Making use of natural building materials e.g. natural wood, rock, steel 8.50 Making use of natural décor e.g. Namibian baskets nailed to walls 7.10 OPENING AND CLOSING TIMES Respondents were asked to comment on the times when they believe the Namibian Arts & Crafts Centre should be open. The table below indicates all responses provided together with the average and most frequent opening and closing times recommended by respondents. From the information provided below, it is suggested by AdforceDDB that the Namibian Arts & Crafts Centre opens at 08h00 Prepared by: Daleen Hugo-Small Page 147 of 159

148 in the morning and closes at 18h00 in the evening. Please note that some of the Tour Operators were very adamant that the proposed Arts & Crafts Centre should be open on Sundays. OPEN FROM OPEN TILL 7h30 18h30 8h00 18h00 9h00 19h00 8h00 18h00 7h30 18h30 8h30 18h00 8h00 18h00 8h00 18h00 8h00 18h30 7h30 18h00 Mean 08h00 18h19 Most Frequent 08h00 18h00 PROPOSED ENTRANCE FEE Respondents were asked which entrance fee they believe should be charged at the centre, firstly per person and secondly per group. PRICE PER PERSON The suggestion of price per person ranged from free to N$ % of respondents feel that the price per person should be free 20% of respondents indicated an entrance fee of N$ 20 As the price suggestions varied to such a high degree it is difficult to suggest an average fee to be charged per person at the proposed Arts & Crafts Centre in Swakopmund. PRICE PER GROUP The suggestion of price per group ranged from free to N$ 250. As one respondent put it the price would depend on whether tourists will actively participate in activities, which will allow for a higher price to be charged. Prepared by: Daleen Hugo-Small Page 148 of 159

149 Other findings: 30% respondents feel that the entrance fee per group should be free As the price suggestions varied to such a high degree it is difficult to suggest an average fee to be charged per group at the proposed Arts & Crafts Centre in Swakopmund. Please see the table below for more detail. What entrance fee would you be willing to pay per GROUP or per PERSON? % 10% % to to % 10% 10% 10% 10% 20% Free 30% As little as possible, tour cost are high and to add entrance fees makes them higher 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Person Group ATTRACTIVENESS OF ACTIVITIES OFFERED Respondents were presented with a list of proposed activities to be offered at the Namibian Arts & Crafts Centre. Again they were required to rate the attractiveness of the proposed activities on a scale of 1 to 10 where 1 means that they do not like the idea at all and where 10 means that they like the idea very much. On average, all of the proposed activities scored favourably. Three activities however received a score of less than 6. The lowest scoring activity was given for massages, receiving an average score of 5.40 out of 10. Beauty therapies using natural products as well as puppet shows were also among the lowest ranking activities, receiving an average score of 5.50 and 5.90 out of 10 respectively. If the Prepared by: Daleen Hugo-Small Page 149 of 159

150 Namibian Arts & Crafts Centre cannot afford to offer all of the proposed activities, these should be the first to be cut. The highest scoring activities were awarded for a café, a landscaped water friendly indigenous garden and an amphitheatre with performances. The café received the highest score of 9.40 out of 10. One would expect the café to be a draw card as visitors to the centre would want to be able to purchase refreshments. Glass recycle works, basket weaving, bead as well as jewellery making all received scores above 8 out of 10. Except for the glass recycling these are all activities that visitors to the Namibian Arts & Crafts Centre can observe and even participate in if they so wish. Personal interaction with Namibians was previously stated as important. It is suggested by AdforceDDB that the above activities are not compromised on since they all received a high score of over 8 out of 10. A focus on education is also regarded as attractive with lectures and a public lecture room being positively received and both scoring above 7 out of 10. Please see table below with results: Prepared by: Daleen Hugo-Small Page 150 of 159

151 MOST ATTRACTIVE BELIEVED ATTRACTIVENESS OF PROPOSED ACTIVITIES Average Score Proposed Activities out of 10 A café 9.40 Landscaped water friendly indigenous garden 9.20 Amphitheatre with performances 9.00 Glass recycling works 8.80 Basket weaving 8.50 Bead making 8.10 Jewellery making 8.10 Leather works 7.90 Flea markets 7.80 School shops 7.80 Pottery 7.70 Public lectures 7.60 Maze type theme playground for children to play in Lecture room that can be hired or used by the Community Dress making 7.20 Hair braiding 7.20 A main shop 6.90 Picnic area 6.90 Wire products 6.80 Solar ovens bread making & traditional food products 6.60 Puppet shows 5.90 LEAST ATTRACTIVE Beauty therapies using natural products 5.50 Massages 5.40 Prepared by: Daleen Hugo-Small Page 151 of 159

152 BELIEVED VIABILITY VIABILITY OF THE NAMIBIAN ARTS & CRAFTS CENTRE Now that respondents are aware of what is proposed for the new Namibian Arts & Crafts Centre in Swakopmund, they were asked whether they would be willing to include the centre as a place to visit during their tours. You will notice from the graph below that 80% of the Tour Operators would indeed be interested to include the proposed Arts & Crafts Centre in their tours whereas 20% indicated a maybe at this question. None of the respondents indicated a no at this question, which is very positive. Please see the graph below: Do you think other tour opeators would also be interested in including this centre as part of their current tours? Maybe 20.0% No Yes 80.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% WHY THEY WOULD INCLUDE THE FACILITY The respondents were asked to give a reason as to why they would include the proposed Arts & Crafts Centre in their tours. Prepared by: Daleen Hugo-Small Page 152 of 159

153 The following answers were given: We re constantly looking for projects where we can get our clients to interact with local people. To make their own jewellery, drums etc. is something special - a better memory than to just buy it Namibia is very expensive in comparative international destination terms. A high entrance fee would certainly stand in the way of the centre being visited by most or all tours It would be great to have a welcoming and well organised centre where guests can buy local products in the style of the Crafts Centre in Windhoek. Guest will buy there and this is why I believe it is not feasible to request an entrance fee It would be an interesting attraction if one can interact with locals. Tourists like interaction. Talk, touch, listen and interact It will be good to have all the different crafts in one place and to get hawkers off the streets It will appeal to a wide variety of different people. It is a place I would visit myself. It is a place to take family. If it is made user friendly to locals it will even work better Guests very much like to interact with the locals. They would like the idea of being able to learn how to make things and learn more of the different cultures Because of the cultural aspect, clients can actively engage in the activities offered WHY THEY MIGHT INCLUDE THE FACILITY The respondents were asked to give a reason as to why they would maybe include the proposed Arts & Crafts Centre in their tours. The following answers were given: Being so far out of town the craft centre will need to be included in specific tours or require a specific trip out there. No or very little day tours would go there, but longer tours might find the time, but again it requires driving past or especially driving to centre. It would be nice to see Namibian art and crafts instead of other African countries art on a market in Swakopmund! Definitely worth a try WHY THEY WOULD NOT INCLUDE THE FACILITY None of the respondents indicated that they would not include the proposed Arts & Crafts Centre in their tours. This is a very positive finding. Prepared by: Daleen Hugo-Small Page 153 of 159

154 WILL OTHER TOUR OPERATORS INCLUDE THE FACILITY AS PART OF THEIR TOURS Respondents were asked whether they believe other Tour Operators would also be interested in including the proposed Arts & Crafts Centre as part of their current tours. 70% believe that other Tour Operators would indeed be interested to include the proposed Arts & Crafts Centre in their tours whereas 30% specified a maybe at this question. Do you think other tour operators would also be interested in including this centre as part of their current tours? Maybe 30.0% No Yes 70.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Those respondents who answered maybe or no were asked to specify their answer. OTHER TOUR OPERATORS MIGHT INCLUDE THE FACILITY The respondents that indicated a maybe at this question gave the following reasons: Time and Location, might be an optional, time allowing Depending on their time frame at the coast This depends on how the centre is run and how well it is marketed Prepared by: Daleen Hugo-Small Page 154 of 159