Accommodation | restaurants - Tel: 044 501 3135 Cell: 073 335 2380 Prepared for the Minister of Tourism, Honourable Derek Hanekom, and His ...
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Accommodation | restaurants
Tel: 044 501 3135
Cell: 073 335 2380
Prepared for the Minister of Tourism, Honourable Derek Hanekom, and His Worship, the executive mayor, Peter Lobese, and all protocol observed
This document deals with Plett
Tourism’s purpose, the Plett tourism
economy and the importance of
Brand Plett, and tables a number of
opportunities to continue
Plett Tourism
addressing seasonality and the Review and strategy
February 2016
transformation of Plett’s tourism
economy.
Plett Tourism
And it suggests steps
which could enable this process.
July 2013 – July 2016
Purpose + strategy (how we do it)
PURPOSE: Plett is a leisure town, and it must grow in a way that is sustainable for
its stakeholders … for those who invest in it (tourists, tourism industry and support
industries, ratepayers) and those who live/work in it.
WHAT WE WANT TO DO:
Grow tourism / “selling our town”
• 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 / address seasonality
• Build an inclusive / transformed economy which provides
opportunity to all (align stakeholders > Brand Plett)
HOW WE ARE DOING IT?
Plett
• (1)Tourism
Brand positioning (2) > visibility with markets and stakeholders
July (3)
2013> experience
– July 2016/ product development (4) develop community
tourism and (5) community outreach Clear. Credible. Certain. Consistent
Seasonal
game
LED/BM changers +
product >
Info Office
Ikasi Life
Media
Experience
SM
development
Website
Private
Experience
investors
development
Plett-Ikasi
Tourism Listening
NPO Tour Research
+
Community Strategy + Planning
Festivals +
tourism / +
events
outreach Development
Plett Tourism
+
Accommodation Investment
Activities
Restaurants & taverns
Partners
Meet +
• Cruise the Crags greet
Collateral
• Wittedrift Way Business
Themed qly
• Bitou Arts Forum exchange magazines
• Bitou Boxing
Plett Tourism
Association
Plett Plett Travel
July •2013 – July 2016
Plett Winelands
Vacation
Club
One Plett. One economy. One future
• Zero sum thinking is a visa to a
moonless future Anthony Butler, BD, 14 August
“The tourism industry, no matter how many jobs it creates,
shows a white face to government, and the success of
the sector breeds resentment”.
• This strategy seeks to change the geography and
economics of tourism. And by doing so, we open doors
to experiences which the past had closed.
Plett Tourism
July 2013 – July 2016
The future is happening, day by
day. Is it to plan? Or are we
making it up as we go along?
Our brand has never been more
important because it defines thePlett Tourism
place we are – and importantly, February 2016
Review and strategy
the place we want to be, and the
visitors
Plett Tourism
July 2013 – July 2016
we want to attract.
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.
Beaches,
Accommodation | restaurants
Cingisisa Ngemntu-Sonjani
Special Programmes Coordinator
Bitou Municipality
Tel: 044 501 3135
Cell: 073 335 2380
Email:csonjani@plett.gov.za
So, one vision, one future
…and finding the money
Destination management Destination marketing
The development Aligning Muni, Business, others in From the shared strategy …
blueprint – needs shared strategy: NB - how we will meet the investment proposition
updating and alignment objectives. What we will do to get there! and projects …
Plett Plett
strategy Pre-
Tourism,
feasibility
Coming LED Finding Bitou Muni,
Brand SDF studies –
Together Investment individual
Tourism investment
tourism
proposition
Business enterprises
What we are,
What we want to be The 20 year spatial From strategy to Marketing the town … attracting
development framework … reality … the those who will invest and spend
This has to drive institutionalises the brand numbers … money (and so creating jobs and
development or we end up and Coming Together projected income, a better place to live)
with chaos investment, jobs etc
People, jobs and Plett
Growing the tourism economy
Preserving the Plett value
proposition Plett Tourism
Review and strategy
February 2016
Plett Tourism Grant Thornton, Kessel Feinstein estimate 1 permanent job is created by every 10 tourists
July 2013 – July 2016The perfect storm
1
1 Seasonality + 2
(unemployed) population growth … Rates source: spend
Revenue Expenditure
Plettenberg Bay, Wittedrift,
Keurbooms, Farms Natures New
Valley(96.7%) Horizons (11.43)
Kwanokuthula, Kurland,
New Horizons Kranshoek, Green
1.93% Valley, (39.77%)
Kwanokuthula,
Kurland, Kranshoek, Plett, Keurbooms, Wittedrift, farms
Green Valley, Natures Valley (49.8%)
(1.37%)
Final Bitou IDP 2013: 52,379 RATEPAYERS MEETING 16 JANUARY 2014
2017-2022 Inca 2015Power and potential
50% occupancy ±230 establishments
>195,000 guests at BI in 2015
And private s/c houses
1,7bn direct 9,500 beds
±100 food
45 wine
labels, 18 240,000 Festivals,
7,400 jobs visitors p/a to R400,000,000 events, media
tourism (37% of total)
1,600,000
occupied bed
±105 activities and drink
places
estates,
250,000 three animal in wages and marketing
attractions
economy nights bottles sold
> 75,000 visit Robberg
Nature Reserve; 240,000 150,000 visitors to estates last year
visit Monkeyland etc 10 employed 2005; >110 2017
GVA of R3,4b.
± 48,000 visitors in season
Based on BM data,
± 295,000 bed-nights Eden data, Inca, PT survey, PT intvus
+ assumptions 2016/7/8Impact of a catalytic tourism project
Current Tourism GVA New Tourism GVA Current Tourism Jobs New Tourism created Jobs
2 000 9 000
1 800 8 000
1 600 7 000
1 400
6 000
1 200
5 000
1 000
4 000
800
3 000
600
400 2 000 Plett Tourism
200 1 000 Review and strategy
- - February 2016
2019 2020 2021 2022 2023 2024 2025 2026 2027 2019 2020 2021 2022 2023 2024 2025 2026 2027
This slide and the next one are based on preliminary numbers drawn from the Plett Wildlife Reserve project. These two slides demonstrate
Plett
theTourism
anticipated impact of the project on the Tourism GVA and jobs. The slides that follow show this impact relative to non-tourism GVA and
Julyjobs.
2013 – July 2016Impact of a catalytic tourism project
Tourism GVA Non Tourism GVA Total Tourism Jobs Non -Tourism Jobs
3 500 16 000
3 000 14 000
12 000
2 500
10 000
2 000
8 000
1 500
6 000
1 000
4 000 Plett Tourism
500 2 000 Review and strategy
- - February 2016
2019 2020 2021 2022 2023 2024 2025 2026 2027 2019 2020 2021 2022 2023 2024 2025 2026 2027
Note: This data is WIP, and the property of the Plett Wildlife Company. It is based on data from Plett Tourism, INCA, Quanted - Bitou Socio-
Economic Profile 2017 (p25), and South Cape Economic Partnership. Whatever the real GVA value is (there are discrepancies) the
interesting point is the value add which comes from a catalytic project such as the Plett Wildlife Reserve – let alone the Robberg Cultural
Bridge or a Griqua Historical Village or the LED’s Biomimicry project in Harkerville.Economic value add |
Making it easier for tourists and business commuters to travel to and from Plett. The service
is marginal and needs to be nurtured. Plett is unlikely ever to compete for much of the
Knysna market given the proximity of George to Knysna and the choice/cost of flights.
0 – 3,000 people; 0 – 900 peopleTransforming
Growth, jobs and tourism
tourism in Plett
▪ Purpose
▪ Plett Tourism’s vision and objectives
▪ What could the future look like
▪ Our town, its people and the goose that lays the golden eggs
▪ Plett’s tourism industry in numbers
▪ How Plett Tourism and Bitou Municipality connect
▪ Plett Tourism’s work … how we work and what we do to meet our objectives
▪ Our tour
▪ Variety
▪ Economic value add
▪ OpportunitiesWhat do we need to (continue) transforming?
The seasonal nature of the Plett economy.
And the political economy of Plett.
We need to create viable tourism economies in
marginalized areas. Plett Tourism
Review and strategy
February 2016
And we need to transform ownership patterns in
the “formal tourism economy”.
Plett Tourism
JulyThe
Note: 2013 – July
projects 2016
tabled in this document come from Plett Tourism’s strategy, from Bitou Municipality and from private role-players. The document is not exhaustive, nor
in almost all the cases have pre-feasibility studies been done. Where PT has done so, time has passed and they would have to be redone.Harkerville
A biomimicry project being
promoted by LED.
N
Ntsimbi African Village proposal
New entrant into the Plett tourism landscape.
Black, female owned enterprise. Concept builds
on an existing backpacker establishment being
rented. To include 60 bed lodge, 16 sleeper log
cabin, 200 seater conference centre, outdoor
events venue, picnic dam. Project cost: R73mOpportunities Kranshoek 2018 ▪ Hello
Kranshoek: The opportunity
Create a Griqua Historical Village around the
existing grave site – refurbish the museum, add a
Headline facts and figures theatre, Griqua retail, food and coffee shop, and
offer guided historical tours and a venue for
Rieldancing
Link via a tourism walkway with trees and benches
to the Robberg Cultural Bridge, a interpretative
centre and a game changer; preliminary site
evaluation is done and significant external
conceptualisers / developers are involved
Potentially Kranshoek Lodge
Link to the Aartmoeder Land Art site
Link to Ericaville Tea Farm
Will catalyse the revitalisation of Kranshoek – the
Bilbao effectRobberg Cultural Bridge
▪ Extending the Tourism Seasons and Diversifying the destination mix
A community tourism, cultural and economic development initiative | extending the season | diversifying the mixA cultural bridge from then to now
▪ Centre content will connect visitors to their origins
▪ Scientific perspectives to human genome project
▪ Historical perspectives to the human journey
▪ Focus on message of unity and common cause
▪ Promote cross-cultural awareness
▪ Engage visitors to contribute
▪ Exhibitions – mixed media – story telling – theatre – library and resource centre
– conference and convention centre – restaurants and outdoor areas – linkage
to land art site and Griqua Living History Village
▪ Estimated 240,000 visitors per annum | 200 direct jobs | Bilbao effect
▪ Project originator Mike Wells; architect IDC Consultants, LORD Cultural Resources | considerable work,
including design, scoping and costing, already doneWhat LORD / IDC need to take this forward
“A firm mandate to approach funders on behalf of the Bitou Local
Authority”
There can only be an approach to any of their 50 plus funders who LORD believes
would have an interest in the project and providing seed funding once there is a firm
mandate to take the project forward and that would require a long term SLA or IDC
Consultants
something equivalent.2 1
Growth, jobs and tourism
Kwanokuthula
6
▪ Purpose
▪ Plett Tourism’s vision and objectives
▪ What could the future look like
▪ Our town, its people and the goose that lays the golden eggs
3
▪ Plett’s tourism industry in numbers 1. N2 Lounge
2 2. Farmer’s Meat Butchery
▪ How Plett Tourism and Bitou Municipality connect 1
Tshisha Nyama
3. Skulus Jazz Bar
▪ Plett Tourism’s work … how we work and3what we do4to meet our objectives 4. Nonceba’s Tavern
▪ Our tour 4
1. Kwano Wines &
▪ Variety Restaurant
▪ Economic value add 2. Kwano Tourism Hub
3. Dinangwe
▪ Opportunities 4. Simunye Centre
5. Warafiki Tshisha Nyama
5 6. Voorhuisie1,2,3,4 + 3 Create walkway which links to existing facilities (taverns, lounges, proposed market) and Simunye Centre Revitalise Simunye Centre as a cultural venue Link to vineyard and restaurant as indicated – and this links Kwano directly into the Plett Winelands
Kwano Visitor Hub
Plett Tourism
Review and strategy
February 2016
Lounge | Tshisa Nyama | Ikasi Crafts | Ikasi Fashion | Music | Museum |
Plett Tourism
Heritage
July 2013Centre
– July |2016
Plett Tourism Info Centre
Bitou Business Hub is a concept proposal by Lebo NooiSimunye Centre
▪ Return Simunye Centre to a
cultural centreVoorhuis
▪ Bandile Ntukan has a ten year lease
▪ Music / entertainment / restaurant
and car wash
▪ Project could become a key part of a
Kwano Tourism Route
Voorhuis today … and what it could be for
Bandile Ntukantu. How to do this?
▪ PT assisting by getting a plan drawn
and costings to the repair and rebuild
of the siteSME tourism development
A number of events, music,
film, and educational
initiatives have been
developed. There is a need
to create a fund and
mentorship capabilities to
turn these projects into
sustainable businessesNew Horizons | Qolweni | Piesang Valley
Headline facts and figures The Qolweni backpackers has been in
progress for many years … it can become a
catalyst for development in Qolweni
The Bitou Boxing Academy is headquartered in
Qolweni/Bossiesgif … without a headquarters.
An alternative Robberg Cultural Bridge site is
identified; alternatively there is a proposal to
develop a Plett Art Centre on that site.
A proposal was submitted some time ago to
create a Plett Nature Park / Plett Botanical
Gardens in the area below Brackenridge and
adjacent to the Piesang Valley Community Hall
precinct – and becomes a venue for education,
entertainment etc (cf Kirstenbosch).Ihlengethi Park | Qolweni A backpackers and outdoor event venue in Qolweni being managed by LED. PT eager to be involved in the project. The visuals ex BM LED
The CBD needs to be revitalised as a destination
– retail, entertainment, heritage and culture and
Plett Central accommodation are all aspects which need
assessment. The existing municipal offices in
Sewell Street could be a conference / hotel /
Headline facts and figures entertainment complex which anchors the CBD
A restaurant / coffee shop could be developed on
the Signal Hill site
The Central Beach precinct needs to be
redeveloped and upgraded, and consideration
should be given to how a marina might be
incorporated.
Central Beach should be linked via a boardwalk
to Poortjies. This would connect a number of
leisure places – including the Plettenberg Hotel,
Lookout Deck, Milkwood – and create new
opportunities for tourists (and residents) to move
from one place to the next
Many of these ideas are contained in the
Coming Together projectPlett Central
These visuals
are taken from
work done on
the BM’s
Coming
Together
material. There
is rich material
which can
contribute to the
revitalisation of
the Plett CBDWittedrift/Uplands/Crags
Wittedrift/Uplands/Crags
▪ The Plett Wildlife Reserve
▪ Plett Birding Route
▪ Plett Winelands
▪ The biomiciricy
The Plett Wildlife Reserve
Plett Birding Route
Plett Winelands
The Plett TrailPlett Wildlife Reserve
Plett’s game changer: a taste
▪ The Plett Wildlife Reserve* could be the game changer Plett is
looking for – the disruptive project needed to turbo boost current
growth trends and complete the seasonality shift already
underway
▪ But what’s more, it has even greater potential if it is seen as one
of the four elements which make Plett’s “Big Nature” proposition
unbeatable…
▪ With this, Plett truly has it all
*The Plett Wildlife Reserve is a Plett Wildlife Company project. Research and planning is underway and the information contained is indicativePlett’s big game changer
Plett’s big game changer ▪ The Plett Wildlife Reserve – the big 5, lodges, selected activities in pristine environment ▪ The Plett Marine Reserve – whales, sharks, dolphins ▪ The Plett – 19 endemics, 46 near endemics ▪ The P– see it all on foot | horseback | vehicle, and stay in luxury accommodation ▪ Creating a total wildlife feeling. Up close. 365 days a year
Who benefits?
Rm 55 Indicative –
Rm 55
based on early
Rm 268 stage modelling
Landowners
Local Community Trust
Employment Costs
Conservation Agent
Plett Wildlife Company
Rm 154 Development Projects - Profits
Tourism Wildlife Reserve - Profits
Rm 544
Plettenberg Bay Town Economy - Profits Jobs created 2019 2020 2021 2022
Jobs created in the Plett 125 830 1,889 2,699
Rm 35 Wildlife Reserve
Rm 37
Additional jobs created in 124 1,275 1,960 2,009
Rm 37
the greater Plett area
New Jobs available 249 2,105 3,850 4,708
The new tourism economy per stakeholder group – forecast for 2022 – RmPlett Winelands Plett Winelands Festival shop window to Plett + Plett Winelands = > jobs
In four years a new tourism – and income – destination
category has been created, and is in the top 3 attractions for
visitors to Plett.
Plett: 2018
Plett Winelands strategy being written Tourismto 2030
Review and strategy
February 2016
Opportunity to change ownership profile
Plett Tourism
July 2013 – July 2016• Development of Land Art bird hides
• Professionally guided birding experiences at
birding hotspots
• Twelve hotspots identified
• Bitou Wetlands (important birding zone) adjacent
to Plett Wildlife Reserve
• A R2b industry in SA – potential untapped in Plett
• Projected to create +400 jobs in first three years
• 19 endemics, 46 near endemics, migratory
species, pelagic species
• International visits take place in September and
October (shoulder season)
• SA bird watchers spend on average 38 days
birding, with 24 overnight stays
• SA, with 841 bird species, is recognized
internationally as a prime birding destinationDevelopme
nt of
collateral
and launch
Product Proof of plan Launched at
Project
Research, Guide trainer WTM in April
strategy and development selection and concept walk Operating stranded due
2016
operational “Walk the course … July, August Media launch company to be to lack of
Ecological Consumer
(appointment trail” & buy-in FGHASA Standard October 2015 finalized Q3 in marketing and
of service training
and cultural launch at
of operating 2016 operatonal
providers) course guide Getaway
participants procedure budget
included in August 2016
GRKK
guide for
printing end
2016Anchor festivals and magazines
Plett lags in this
space and
investment is
required to build
four anchor
events which
not only attract
visitors but
which effectively
signpost Plett’s
brand and
visitor
proposition.So, in summary
▪ The future is going to happen: we need to build it around Brand Plett
▪ We need to create employment and an inclusive economy
▪ Transforming tourism in Plett – four categories of intervention
▪ Festivals + events
▪ SME tourism businesses
▪ Game changing projects
▪ Changing ownership patterns in the “formal” tourism sector
▪ Experience tells us there is a need at a national level to define the relationship between
municipalities and “outsourced” tourism operations –
▪ Legitimacy of purpose
▪ Development of a national funding modelWhere we need help
▪ Funding for research and development - To initiate feasibility studies, business plans and models,
industry data collection and consumer research to enable us to plan better and initiate the right projects
▪ Funding and mentorship to develop projects
▪ Tier 1: Tourism SME development (events, music, fashion, etc)
▪ Source funding – gov/NGO agencies | Private fund - #NewBeginning | Targeted investor:project presentations
▪ Business planning and mentorship programme to support funding
▪ Tier 2: Anchor festivals | source funding to take quantum leap
▪ Tier 3: Game changers, big and small (from Robberg Cultural Bridge to Voorhuis) / ownership patterns
▪ Source funding from government agencies | government support in terms of zoning etc
▪ Partnerships where appropriate
▪ Find investors for existing tourism businessesThe 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 brandYou can also read
