knysna & partners agm 2015

Knysna & Partners AGM 2015

Naturally Knysna | Knysna & Partners AGM 2015 2

2.62 nights

Average stay in Knysna According to data provided by a booking engine with

167 properties in Knysna &18 in Sedgefield: Knysna is the best performer by volume in the Garden Route


Number 5 in Africa

Top 25 Destinations in Africa tripadvisor Traveller's Choice 2015

1 Marrakech, Morocco; 2 Cape Town Central; 3 Fes, Morocco; 4 Ukunda, Kenya; 5 Knysna


A. Objec8ves

Knysna & Partners - custodian of Brand Knysna - is mandated to market all sectors of the economy

•  Help existing events to grow •  Develop new events; encourage business

events •  Define an investment and trade promotion

strategy •  Assist investors and entrepreneurs

Naturally Knysna | Knysna & Partners AGM 2015

Naturally Knysna | Knysna Tourism 2015 AGM 6

•  Establish a sound research and

development mechanism to inform marketing & planning initiatives

•  Establish industry partnership programs



B. Brand management

Our N2 Billboards demonstrate how we align our

brand values to events, festivals and activities

Naturally Knysna | Knysna Tourism 2015 AGM 8 Naturally Knysna | Knysna & Partners AGM 2015


•  Our brand values align to principles in nature. •  Each species is unique, occupies its own

niche, and brings its own, unique and globally important value to the whole system.

•  But each species also adapts to optimise its position within the system.

•  Our brand's key words encourage us to operate with this same respect.



Niche Adapt

Optimise Respect



C. Focus

We achieve our strategic objectives by focussing on our key points


•  Define Knysna’s niche within the theme of

Heritage & Culture •  Stimulate business by reviving Knysna’s

unique Timber Heritage •  Develop Knysna’s unique selling

proposition as South Africa’s Trail Town



•  Enhance both artisanal skills and visitor

experiences by developing our Cittaslow programme

•  Leverage opportunities within niche areas through our Events & Festivals

•  Synchronise local economic efforts through the creation and development of representative groups (forums)



•  Drive key messages to niche markets:

#Knys1 #KnysnaMade #TrailTownSA #SlowTown

#PinkFootFwd #ArtFestKnysna



D. Projects

Our projects feed into our themes and campaigns to enhance Knysna’s product offering


•  Develop a Timber Route to enhance Knysna’s timber heritage and stimulate artisanal production

•  Develop a Heritage Route (Phase 1: Pledge Nature Reserve & the Old Gaol)

•  Grow Knysna’s following amongst trail enthusiasts by inspiring the development of World-class Trails



•  Develop a Slow Route to encourage the development of Cittaslow products and experiences

•  Develop #KnysnaMade to leverage the value of products manufactured in our town



Marketing collateral visitknysna.co.za

Videos Electronic brochures

Find It Knysna Knysna Magazine

Knysna App Naturally Knysna | Knysna & Partners AGM 2015


E. Results

Are we achieving our objecIves?


Niche markets •  Adventure & outdoors •  Timber Heritage •  Pink market •  Events & festivals

–  Motoring & classic cars –  Lifestyle & sport (PnP Knysna Oyster Festival) –  Cycling & running –  Heritage & culture –  Timber



R1,953,000.00

R729,000.00 R956,027.00 R575,000.00

R3,400,000.00

Pink Loerie

Timber FesIval 2015

Working with Wood 2014

K&P July/August 2015

Mr. Gay World

Print media


1 October 2015


School sports promo8ons •  15,000 Bed nights per annum!


Schools events •  A further 25% of bed nights are sold to adults •  Average spend per family = R 3,000 per day •  Families spend R 11.25 m



September 2015 Schools Cricket Fes8val •  Average stay

3%

65%

5%

8%

10%

10%

0 20 40 60 80

2 nights

3 nights

4 nights

6 nights

7 nights

9 nights

DistribuIon 48 countries

NUE MTB 16 events NUE SA Trade shows

4 x Europe; 3x US

convert

160km Trail Phase 1 CX to CA

Trail Stay Events

Tour de Lente NUE SA

Case study: Squirt Products


Projects procured: •  Wesgro’s Iconic Cycle Trail

– R 2.6 million for Cycle Knysna in Phase 1



Events procured: •  GEM Adventure -‐ light adventure race (March 2016)

•  Expedi8on Africa -‐ elite, world series adventure race (May 2016)

•  Func8onal Fitness -‐ B2B exhibiIon & conference (500 delegates, August 2016)



F. Partnerships

Partnerships sell Knysna as a lifestyle desInaIon


Knysna is a lifestyle des8na8on: •  Investment opportuniIes •  Schools & medical care •  Infrastructure & accessibility •  Sports & recreaIon •  Wilderness areas; Garden Route NaIonal Park •  Municipal management



Partnerships: •  Eden District Municipality •  Wesgro •  Private sector


www.visitknysna.co.za 1 October 2015

knysna & partners agm 2015

Services