Tourism value chain. Plett Tourism July 2013 July 2016

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Rolf James
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1 Tourism value chain Plett Tourism July 2013 July 2016

2 PLETT TOURISM Five years //

3 A high level review The best is yet to come? What we do + strategy + economics of tourism in Plett + the type of place Finance What we did: a snapshot (and how transformation is embedded in our work) The brand and visibility Experience and product development Community tourism development Community outreach Dark clouds and silver linings What we could do Plett Thanks Tourism July 2013 July 2016

4 The best is yet to come? When you walk through a storm Hold your head up high And don't be afraid of the dark At the end of a storm There's a golden sky And the sweet silver song of a lark Plett Tourism July 2013 July 2016

5 This is what we do We sell Plett to different people: tourists, tour operators, media, social media, government agencies in different ways. With one objective: to bring more people to Plett. So they spend more money. And we create more jobs and a better life for our people. Plett Tourism July 2013 July 2016

Strategy WHAT WE WANT TO DO: Grow tourism / address seasonality To be a premium leisure and

(ocean, sky, fauna, flora) Create employment Build an inclusive / transformed economy which provides

6 Strategy WHAT WE WANT TO DO: Grow tourism / address seasonality To be a premium leisure and adventure destination Manage our destination Protect and harness our built and natural environment (ocean, sky, fauna, flora) Create employment Build an inclusive / transformed economy which provides opportunity to all (align stakeholders > Brand Plett) HOW WE ARE DOING IT? (1) Brand positioning (2) > visibility with markets and stakeholders (3) > experience / product development (4) develop community tourism and (5) community outreach Plett Tourism July 2013 July 2016 Clear. Credible. Certain. Consistent

Plett Tourism Review and strategy February 2016

primary asset the environment, from the ocean to

It is not just about a festival or a magazine.

7 Plett Tourism Review and strategy February 2016 Does Plett build on it s strengths, protect it s primary asset the environment, from the ocean to the beaches to the forests and develop a sustainable, inclusive economy? Plett Tourism This is the Plett Tourism purpose. It is not just about a festival or a magazine. It is about making a July 2013 July 2016 contribution to the future direction our town takes.

8 The potential of tourism 50% occupancy ±230 establishments And private s/c houses >195,000 guests at BI in bn direct tourism economy 3,000-4,000 jobs 9,500 beds 1,400,000 bed nights ±105 activities ±100 food and drink places 45 wine labels, 18 estates, 250,000 bottles sold 240,000 visitors p/a to three animal attractions R400,000,000 in wages Festivals, events, media and marketing 107% of GVA of R2,2b and that is direct measurement much of the R2,2b is a result of the direct tourism economy > 75,000 visit Robberg Nature Reserve; 240,000 visit Monkeyland etc ± 48,000 visitors in season ± 295,000 bed-nights 150,000 visitors to estates last year 10 employed 2005; > Based on BM data, Eden data, Inca, PT survey, PT intvus + assumptions 2016/7/8

Finance Revenue 2018 2017 Bitou 3,200,000 4,000,000 Other subs, advertising, sponsorships, ticket sales etc 2,563,000* 1,777,000 5,763,000 5,777,000 Expenses Office 1,920,000 1,723,000 Community

9 Finance Revenue Bitou 3,200,000 4,000,000 Other subs, advertising, sponsorships, ticket sales etc 2,563,000* 1,777,000 5,763,000 5,777,000 Expenses Office 1,920,000 1,723,000 Community 774, ,000 Tourism & travel 75,000 36,000 Plett Tourism Review and strategy February 2016 Festivals & events 2,281,000 2,661,000 Product develop 101,000 72,000 Plett Tourism July 2013 July 2016 Media 612, ,000 5,763,000 5,777,000 * Includes R900,000 sponsorship for the Plett Wine & Bubbly Festival from Bitou Municipality after existing sponsor withdrew

10 Finance Lost opportunities we have fallen behind the investment benchmark set in , , , ,00 * 2018: PT raised funding includes R900,000 sponsorship for the Plett Wine & Bubbly Festival from Bitou Municipality after existing sponsor withdrew , , , base R4,5m + 5% pa; Bitou grant; PT raised funding Baseline 5% p/a > Actual Variance , , , , , , , , , , , , , , , , , , , , , , , , , , ,50

11 Brand Plett Tourism July 2013 July 2016

12 Visibility Fans up by 500% - from 2,000 11,500 Fans up by 900% - from 420 5, ,800 fans 0 22,000 views WEBSITE: from 150 visitors per day to 630 visitors per day. NEWSLETTER: 180 newsletters issued to direct database of 7,000.

13 Visibility 120 No. of Events January - December % % %

14 Travel & Trade Thanks Participation with SAT roadshows going through Garden Route Engagement with SAT, industry/media professionals and tutorials Industry newsletter to 4,000 plus recipients (including tour operators, travel agencies and LTOs) Representation at WTM and Getaway shows Representation at Indaba Discussing packages with tour company tied to events, activities and accommodation establishments Representation at international roadshows (India, Netherlands) Representation at national wine shows Working relationships with WC govt, Wesgro, SCEP, GRKK and Knysna

15 Product development PLETT SUMMER FESTIVAL PLETT WINE & BUBBLY FESTIVAL PLETT ARTS FESTIVAL THE PLETT TRAIL THE PLETT BIRDING ROUTE

16 Product development We can expand the tourist footprint. In a few years, the Plett Winelands has become a top 3 attraction. We can do the same with Ikasi Life.

17 Community tourism development

Plett 24 Hour Reunion Development of local talent a key objective of PT

Mvunelwa 1. The 24 Hour Reunion, Plett MAD Festival, 2016 2.

The 24 Hour Reunion, Plett MAD Festival, 2017 4.

FriCreatives and David Tlale workshop March 2018 6.

18 Plett 24 Hour Reunion Development of local talent a key objective of PT work PT has partially funded and supported Fricreatives and Mpumelelo Mvunelwa 1. The 24 Hour Reunion, Plett MAD Festival, The 24 Hour Summer Reunion, Plett Summer The 24 Hour Reunion, Plett MAD Festival, FriCreatives and David Tlale, Dec FriCreatives and David Tlale workshop March FriCreatives and David Tlale in June PT submission to Minster Alan Winde 8. Pop up shop in December with David Tlale s and local designs empowering CMTs, designers, accessory designers, models Why fashion?: Brand fit. Publicity (visibility) value. Attracts visitors. Creates employment. Learning experience. Creates other business opportunities.

19 Building with David Tlale

20 Community outreach More than 100 projects

and experience development Transformation through partnering with PDI

21 Transformation Developing Plett Tourism people / Internships / Training courses Transformation in story telling and brand building Transformation through product and experience development Transformation through partnering with PDI entrepreneurs Transformation through supporting community projects Plett Tourism July 2013 July 2016

Dark clouds 1 Macro issues fires, drought,

5 Negative consequences Projects cancelled or cut

Culminating in bylaw Energy on saving Plett

deal, sponsors, commercial partners, even Plett

22 Dark clouds 1 Macro issues fires, drought, violent protests, crime, political uncertainty 4 5 Negative consequences Projects cancelled or cut back Counter productive relationship with LED Culminating in bylaw Energy on saving Plett Tourism, not doing tourism marketing PAA deal, sponsors, commercial partners, even Plett projects!!! - wait and see PT work is stalled / going backwards

23 could have silver linings On the up side, we found support for what we have been doing Save Plett Tourism petition hits 10,000 massive response from thousands of people who realise tourism is our town s lifeblood Strong support for Plett Tourism in opposing original by-law Plett Ratepayers & Residents Tourism industry Businesses Many within the Municipality Other tourism offices Other political leaders Constructive engagement with the ANC, including councillors and party officials Support from community tourism role-players Plett Tourism July 2013 July 2016

What media, tourists and other towns say Plett seen as best practice commendations and fact finding from Wesgro, GRKK, Gauteng, Gansbaai, Knysna, Swartland Just a note of appreciation for the support

Whether it is spreading the word about StreetSmart, maintaining relationships, recruiting partners and coordination of our activities locally, we have and continue to enjoy the most generative and

With gratitude and excitement for this continued relationship, Melanie Burke (Chairman: StreetSmart SA) I have covered a number of events organised by Plett Tourism and have been consistently

24 What media, tourists and other towns say Plett seen as best practice commendations and fact finding from Wesgro, GRKK, Gauteng, Gansbaai, Knysna, Swartland Just a note of appreciation for the support that we enjoy from Plett Tourism. Since the very start of StreetSmart SA in Plett we have received generous support from Plett Tourism. Whether it is spreading the word about StreetSmart, maintaining relationships, recruiting partners and coordination of our activities locally, we have and continue to enjoy the most generative and abundant relationship with Plett Tourism. With gratitude and excitement for this continued relationship, Melanie Burke (Chairman: StreetSmart SA) I have covered a number of events organised by Plett Tourism and have been consistently impressed. The team is passionate, professional and without a doubt have the town's best interests at heart. Their events are well organised and showcase the town well. The team understands what people want and their organisation skills are second to none. Also impressive is their excellent understanding of social media, which in my opinion is one of today's most powerful marketing tools. As an aside, I will be holidaying in Plett over Easter, a decision made after attending Plett Tourism's events and growing to love the town. They've turned me into a tourist for your town. I often suggest Plett as a holiday destination for friends and family. Angela Daniels, News Editor, The Herald and Weekend Post

What our communities say You are doing an excellent job Never had this

CemAir for their commitment in supporting local entrepreneurship and

Lastly I wish to convey a word of appreciation to the Tourism VA and

I so wish that you and your team continue with the work that you doing.

when that day come and look back, that is when you ll realize that

25 What our communities say You are doing an excellent job Never had this level of activity and excitement generated and it starts at the top. All the best, Diarmuid Baigrie. Dear Plett Tourism I wish to express my sincere gratitude for making this journey come through. I would also like to take this opportunity to thank the management of CemAir for their commitment in supporting local entrepreneurship and promoting tourism. Lastly I wish to convey a word of appreciation to the Tourism VA and Cindy in particular for her continued support. I so wish that you and your team continue with the work that you doing. It is a matter of time when you will reap the fruits of your labour and when that day come and look back, that is when you ll realize that changing lives is no overnight task and you will be proud of the inputs you ve made in the lives of many in our beautiful town. I got the ticket in good order and looking forward to my first flight with CemAir our own pride. Regards, Thembinkosi Henge WaRafiki Tshisa Nyama

26 Starting over Acknowledge the intervention of the political leadership in creating space so that a different, inclusive solution could be found which benefits all of Plett Engagement process is underway to reach a shared vision on Plett Tourism and its role in destination marketing and developing tourism. Key principles include Purpose / intent / legitimacy that PT is the recognised tourism agency by BM, so PT can get on with its work, together with the BM Independence to do what is right for tourism, not follow (changing) political agendas Funding certainty - a defined amount p/a - over a three year cycle so PT can plan and build and grow One tourism strategy and plan A cooperative relationship with Municipality where the interests of Plett and its economy are paramount, where the right reporting and strategy development processes are in place to ensure BM meets its MFMA and other obligations If this can materialise, we will be able to aggressively make up lost ground Revitalise our strategy and programme of action five years on Seek to > brand visibility and refresh the way we tell the story Plett Tourism July 2013 July 2016 Turn concept to reality in terms of experience development, with emphasis on PDI areas Commercialising activity and generating sponsorship to take quantum leap

27 LED/BM Seasonal game changers + product > Ikasi Life Info Office Experience development Plett Tourism Accommodation Activities Restaurants & taverns Plett-Ikasi Listening Tour Community tourism / outreach Experience development Research + Strategy + Planning + Development + Investment Media SM Website Festivals + events Plett Summer Plett Wine + Food Plett Heritage + Culture Plett Nature + Adventure Partners Cruise the Crags Wittedrift Way Bitou Arts Forum Bitou Boxing Plett Tourism Association July 2013 Plett Winelands July 2016 Plett Vacation Club Meet + greet Business exchange Plett Travel Collateral Themed qly magazines

28 Thanks The Plett Tourism team The Plett Tourism board, particularly Liz Phillips, Noksie Kolwapi and Bruce Richardson The Municipality and the many officials in various departments who work with us on a range of issues. A tourism function cannot happen without them The MM for supporting so quickly the Plett Wine & Bubbly Festival in our hour of need The Council and key office bearers who make time to listen to us and help Those who have provided support and counsel over the past year, including the Plett Ratepayers Association and the Plett Business Chamber; the organiser of the Save Plett Tourism campaign and all those who wrote in responding to the bylaw, and the media who have taken an interest in our story The bylaw drafting team Plett Finally, Tourism to those who have provided me with advice and support over the five years, thank you July 2013 July 2016

29 The economic value of beaches Built environment / Airport; waterfront; craft centre; better beach facilities; signage to Plett; revitalized CBD Experiences / festivals throughout year; nightlife; township tours tourism in townships; > child friendly services; must be clean, safe and maintained; showcase heritage, art, culture; capitalize on education; capitalize on whales and ocean Build Plett brand

30 // // Melvilles Corner, Plettenberg Bay

Building Plett s economy for all Protecting our natural assets. 2013/4 Annual review

Building Plett s economy for all Protecting our natural assets 2013/4 Annual review Contents Snapshot objectives, year 1, feedback Plett, tourism and an inclusive economy July 2013 to June 2014 Key 2014/5