Tourism value chain - plett-tourism.co.za · There's a golden sky And the sweet silver song of a lark. Plett Tourism July 2013 –July 2016 ... marketing and developing tourism. Key

Plett TourismJuly 2013 – July 2016

Tourism value chain

PLETT TOURISMFive years // 2013 – 2018


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


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


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.


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


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


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


Brand

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.

Community tourism development

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.

Building with David Tlale

Community outreach

More than 100 projects


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


…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

http://www.flycemair.co.za/flight_times/sched_plett.php

http://www.plett-tourism.co.za/restaurant/warafiki-tshisa-nyama/


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


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


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

http://www.pletttouisrm.com/

Documents

Tourism value chain - plett-tourism.co.za · There's a golden sky And the sweet silver song of a lark. Plett Tourism July 2013 –July 2016 ... marketing and developing tourism. Key