tourism value chain - plett-tourism.co.za · there's a golden sky and the sweet silver song of...
TRANSCRIPT
Plett TourismJuly 2013 – July 2016
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
▪ Thanks
Plett TourismJuly 2013 – July 2016
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 TourismJuly 2013 – July 2016
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 TourismJuly 2013 – July 2016
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
Clear. Credible. Certain. Consistent
Plett TourismReview and strategyFebruary 2016
Plett TourismJuly 2013 – July 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?
This is the Plett Tourism purpose. It is not just about a festival or a magazine. It is about making a
contribution to the future direction our town takes.
The potential of tourism
2.4bn 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
50% occupancy ±230 establishments
And private s/c houses>195,000 guests at BI in 2015
107% of GVA of R2,2b – and that is direct
measurement – much of the R2,2b is a
result of the direct tourism economy
± 48,000 visitors in season
± 295,000 bed-nights
150,000 visitors to estates last year
10 employed 2005; >110 2017
Based on BM data,
Eden data, Inca, PT survey, PT intvus
+ assumptions 2016/7/8
> 75,000 visit Robberg
Nature Reserve; 240,000
visit Monkeyland etc
Plett TourismReview and strategyFebruary 2016
Plett TourismJuly 2013 – July 2016
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 774,000 592,000
Tourism & travel 75,000 36,000
Festivals & events 2,281,000 2,661,000
Product develop 101,000 72,000
Media 612,000 693,000
5,763,000 5,777,000
Finance
* Includes R900,000 sponsorship for the Plett Wine & Bubbly Festival from Bitou
Municipality after existing sponsor withdrew
Finance
2010 base R4,5m + 5% pa; Bitou grant; PT raised funding
Baseline 5% p/a > Actual Variance
2010-2011 4 500 000,00
2011-2012 225 000,00 4 725 000,00
2012-2013 236 250,00 4 961 250,00
2013-2014 248 062,50 5 209 312,50 1 800 000,00 - 3 409 312,50
2014-2015 260 465,63 5 469 778,13 3 000 000,00 - 2 469 778,13
2015-2016 273 488,91 5 743 267,03 4 200 000,00 - 1 543 267,03
2016-2017 287 163,35 6 030 430,38 4 000 000,00 - 2 030 430,38
2017-2018 301 521,52 6 331 951,90 3 200 000,00 - 3 131 951,90
2018-2019 316 597,60 6 648 549,50
* 2018: PT raised funding includes R900,000 sponsorship for the Plett Wine &
Bubbly Festival from Bitou Municipality after existing sponsor withdrew
Lost opportunities … we have fallen behind the investment benchmark set in 2010
-
1 000 000,00
2 000 000,00
3 000 000,00
4 000 000,00
5 000 000,00
6 000 000,00
7 000 000,00
2010 2011 2012 2013 2014 2015 2016 2017 2018
Visibility
0 – 4,800 fans
Fans up by 500% - from 2,000 – 11,500
Fans up by 900% - from 420 – 5,000
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.
Visibility
27
57+100%
77+30%
110+50%
0
20
40
60
80
100
120
2014 2015 2016 2017
No. of Events January - December
Discussing
packages with
tour company tied
to events,
activities and
accommodation
establishments
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
Representation at international roadshows (India, Netherlands)
Representation at national wine shows
Working relationships with WC govt, Wesgro, SCEP, GRKK and Knysna
Product development
PLETT SUMMER
FESTIVAL
PLETT WINE &
BUBBLY FESTIVAL
PLETT ARTS
FESTIVAL
THE PLETT
TRAIL
THE PLETT
BIRDING ROUTE
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.
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, 2016
2. The 24 Hour Summer Reunion, Plett Summer 2016
3. The 24 Hour Reunion, Plett MAD Festival, 2017
4. FriCreatives and David Tlale, Dec 2017
5. FriCreatives and David Tlale workshop March 2018
6. FriCreatives and David Tlale in June 2018
7. 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.
Plett TourismJuly 2013 – July 2016
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
2016
Dark clouds …
Counter productive
relationship with LED
Culminating in bylaw
2
1
3
5
Negative consequences
• Projects cancelled
or cut back
• 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
4Macro issues – fires, drought, violent
protests, crime, political uncertainty
Plett TourismJuly 2013 – July 2016
…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
What media, tourists and other towns say…
Plett seen as “best practice” …
commendations and fact finding from
Wesgro, GRKK, Gauteng, Gansbaai,
Knysna, Swartland
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
“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)
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
Plett TourismJuly 2013 – July 2016
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
▪ Turn concept to reality in terms of experience development, with emphasis on PDI areas
▪ Commercialising activity and generating sponsorship to take quantum leap
Plett TourismJuly 2013 – July 2016
Research
+
Strategy + Planning
+
Development
+
Investment
Info Office
Media
SM
Website
Festivals + events
Collateral
Themed qlymagazines
Plett Travel
Meet + greet
Business exchange
Community tourism / outreach
Experience development
Plett Tourism
Accommodation
Activities
Restaurants & taverns
Partners
• Cruise the Crags
• Wittedrift Way
• Bitou Arts Forum
• Bitou Boxing
Association• Plett Winelands
Plett Summer
Plett Wine + Food
Plett Heritage +
Culture
Plett Nature +
Adventure
Seasonal game
changers + product >
Ikasi Life
LED/BM
Experience development
Plett-IkasiListening
Tour
Plett Vacation
Club
Plett TourismJuly 2013 – July 2016
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
▪ Finally, to those who have provided me with advice and support over the five years, thank you
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
www.pletttouisrm.com // 055 533 6058 // Melvilles Corner, Plettenberg Bay