New Horizon Families | WhaleTales Blog by Chris von Ulmenstein

Surprisingly few Capetonians attended the Cape Town International Jazz Festival this past weekend, and one gets the feeling that the organisers tend to market the event to non-Capetonians, which may be a very good thing for tourism. It is disappointing that the Jazz Festival is not expanded, both in terms of the size of the venues, as well as the number of days over which it is hosted, the event of the past weekend clearly not being long enough, the Weekend Argus reporting that the tickets had sold out two months prior to the event.

It is estimated that 34000 jazz fans attended the Festival, some being from overseas, including other parts of Africa, and many from other parts of South Africa, judging by the large number of non-Cape Town number-plated cars driving in the city centre. Traffic was hectic near the Cape Town International Convention Centre on Friday afternoon, long before the start of the performances, and organisers were quoted as saying that the Centre’s capacity, limited at 17000, would necessitate a large venue in future. Festival Operations Manager Billy Domingo said that they could have printed a million more tickets, and would have sold them all! One wonders why the organisers do not stretch the Festival over more days, to benefit the hospitality industry, its effect being low key for accommodation establishments in Camps Bay, for example. Guests from Germany staying at Whale Cottage Camps Bay had read about the Jazz Festival in their guide book, and were most disappointed that they were unable to book tickets on arrival in Cape Town.

Last year the Cape Town International Jazz Festival generated just short of R500 million for the Western Cape economy, and created 2700 jobs. Attendance has more than doubled over the 13 year history of the Jazz Festival.

It is embarrassing to read the media statements by Michael Bagraim, President of the Cape Town Chamber of Commerce, who described March as a ‘second Christmas for Cape Town, and I believe it is getting bigger year on year’. If we compare our Whale Cottage Camps Bay occupancy for February (89%) and March (74%), it is clear that Mr Bagraim’s descriptor should apply to February and not March. The March occupancy is on a par with that of March 2010, well up on the poor 60% last year, but still far below the 2007 – 2009 period of 94% plus. The Cape Town Carnival had a minimal hospitality benefit, and the Argus Cycle Tour had fewer out-of-town participants, with few Camps Bay guest houses fully booked for that weekend. Only one of our Whale Cottage Camps Bay rooms was taken by guests attending the International Jazz Festival. Mr Bagraim seems to be poorly briefed for media statements, most being irresponsible, and embarrassing for our tourism industry in hitting such false notes!

In hosting ‘Black Diamond’ guests from Johannesburg for the International Jazz Festival, who had not pre-booked but had called from the airport for a room, the cultural differences across two spectrums of South Africa were evident. At breakfast, for example, which we allowed them to eat as late as at midday, they expressed their disappointment that we serve a standard Continental and English breakfast. They were expecting gravy and baked beans with their eggs. They shared the room with a third visitor, not booked, and were surprised that they had to pay for him too. SA Tourism may have to embark on an educational campaign, to explain to accommodation establishments the breakfast and other expectations of the ‘New Horizon’s Families’, as they call this market segment, while accommodation establishment do’s and don’ts should be communicated to prospective domestic tourists too.

What was noticeable is how many events were scheduled for this past weekend, including the Cape Town International Jazz Festival, the Toffie Pop Festival, rugby matches, Franschhoek Summer Wines, and a massive Kfm KDay concert at Val de Vie. One wonders why all these events were hosted on the same weekend, instead of being stretched out over the whole month of March.

Given that the Cape Town International Jazz Festival is based in Cape Town, one would like to encourage the organisers to market the festival to locals too, and for them to keep an allocation of tickets for tourists who happen to be in the city at the time of the Festival, to allow them to experience this top event. We would love to see the Cape Town International Jazz Festival to run over a long weekend in future, such as the one coming up at the end of April.

POSTSCRIPT 2/4: The Times asked today if headline act Lauren Hill, who was a last minute stand in for Jill Scott, could be ‘over the hill?’, receiving negative publicity, half the audience at her Klippies concert walking out due to poor sound and ‘erratic vocals’. ESP Afrika Jazz Festival Organiser Rashid Lombard blamed Hill’s management for wanting to manage the sound themselves.

POSTSCRIPT 8/4: The Times reported that the Cape Town International Jazz Festival is not expected ‘to break even financially’, despite its record attendance. The cost of hosting the Festival is R35 million, with R7 million coming from the Department of Arts and Culture. The newspaper also quotes Rashid Lombard as saying that the planned expansion of the Cape Town International Convention Centre will double the size of the Festival, and to reach 470000 by 2018, a commendable if not daunting target! Lombard hopes to see the Jazz Festival can be structured like the New Orleans Jazz and Heritage Festival, ‘for which all hotels, restaurants and the host city, and all structures of government, get together and contribute the event’s success’.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter:@WhaleCottage

Once a year Cape Town Routes Unlimited and the Western Cape Department of Economic Development and Tourism host a Tourism Destination Conference, inviting a broad spectrum of tourism players across the Western Cape to be recharged and stimulated, after a long and busy summer season. The theme on Tuesday was ‘Cultural Tourism: Bringing the past, present and future together’, and it was Cape Town Mayor Patricia de Lille who pleaded for an expansion of this type of tourism, to embrace a broader spectrum of cultures in the Cape. The current contribution of Tourism to the provincial GDP of 10 % can grow to 15% by 2015, Western Cape provincial Tourism Minister Alan Winde predicted.

A short media conference generated more valuable information than many of the morning Conference speakers, who indulged badly in over-running their time allocation, over-powering the audience with slide information, and having technical presentation issues. There were no themes to address in the media conference, and attendees could ask questions, allowing more relevant tourism issues to be discussed with Minister Winde, Mayor de Lille, Western Cape Minister of Cultural Affairs & Sport Dr Ivan Meyer, new Chairman of Cape Town Routes Unlimited Deon Cloete from ACSA, and Cape Town Routes Unlimited CEO Calvyn Gilfellan. Interesting was the news that Peter Bacon was not available to continue as Chairman of Cape Town Routes Unlimited, moving to Mauritius. One had high hopes of Mr Bacon, coming from the hospitality industry, but he made little visible progress for the organisation. From next week Cape Town Routes Unlimited will move in with Wesgro, and both bodies will evaluate how they can market Cape Town as a tourism and an investment destination, without duplication of marketing monies. The joint collaboration will enable operational costs to be reduced, to allow more funds to be available for marketing. The Western Cape Tourism Act and the Wesgro Act will be rewritten, to allow the amalgamation of the two bodies. A Transitional steering committee has been formed, and an Annual Performance Plan has been prepared for the next year, defining the expected deliverables.

Cultural Tourism will become a focus to counter Seasonality in the Western Cape, we were told, with more events and conferences planned in the winter months. But Minister Winde was quick to remind us that solutions to Seasonality do not lie with his department, but with the private sector, in creating the events and conferences. The provincial Tourism authority can support and help market them. It is clear that too few such events are held in winter. Mr Cloete said that Seasonality has been addressed, in that the peaks and off-peaks have grown, and that airlines are extending their length of season of flying to Cape Town. Minister Winde also encouraged the tourism industry to use the ‘Green Season’ to recharge one’s batteries, to train staff, to pay attention to maintenance issues, and to take annual leave at this time of the year, and not over the Festive Season, when Cape Town and the province are at their busiest, a commendable call.

Mayor de Lille spoke passionately about Cultural Tourism, saying that ‘Cape Town has a rich tapestry of culture’, but she called on the Cape Town tourism industry to become more comprehensive in reflecting all past and current cultures through routes, i.e. a Malay Route, Slave Route, San/Khoi Route, and also going back further than 360 years in talking about the history of Cape Town. She added: “The future we are trying to craft as a leading city of Africa and the developing world is tied to where we have come from. Our future starts from our past and, as is fitting for our great society, the building blocks from which we make our city tomorrow are strong and varied…. we share our heritage with those who want to build the future together with us”.

Minister Winde also said that we should show more pride in our culture and resources, and used the example of a harvest festival in Dijon, celebrated in most towns in France, but rarely seen locally. The Minister had clearly been to the Oesfees at Solms-Delta last weekend, raving about how the farming staff and local community celebrate the end of the harvest with local music and food. He also highlighted Robben Island, the West Coast Fossil Park, and other cultural treasurers, raising the question of how such treasures could be ‘commercialised’, to make them accessible to visitors and be marketed to them. He said that ‘we must own each other’s history to become one nation‘. The Minister had an interesting plan for the Robben Island ferries not running on bad weather days, in that tourists would be shown an Imax film in The Pavilion Conference Centre in the V&A Waterfront. Dr Meyer spoke about a new slogan R2D2 (Redress, Reconciliation, Diversity, and Delivery) in Cultural Tourism being expanded, ‘to heal our nation’, we were told. The change in street names in Cape Town is another form of Cultural Tourism.

Minister Winde was asked about cruise tourism, and a cruise liner terminal in the Cape Town port. Given the seasonality in cruise tourism, a new terminal building would have to be a multi-use one, to make it financially viable. He said this would not happen in the near future, and someone would have to claim ownership in creating such a building. The Minister said that he is continuing with discussions at a provincial and national level.

Quinton Coetzee was the star speaker of the day, with his well-spoken and entertaining presentation about the San people, drawing parallels between their community and how we run companies. One always has high expectations of Dr Nikolaus Eberl, who has been closely involved in the German and South African World Cups, but talking about the Berlin polar bear Knut for a second year had no Cultural Tourism learning points. New SA Tourism CEO Thulani Nzima paid his first official visit to Cape Town since his appointment, and his presentation was embarrassing, in taking twice as long as the time he had been allocated, the slides were over-full with information, and the speaker had not done any technical tests before his presentation. He spoke about the Domestic Tourism Strategy, being ‘collaborative and not the exclusive domain of any body’, he said. Statistics presented showed that domestic tourism showed no growth between 2007 and 2010. The potential target market of 18+ year olds earning an income of R3000 per month is 8,2 million. Fourteen segments were identified, and reduced down to five priorities. The largest segment of these was named ‘New Horizon Families’, a potential market of 1,8 million, about 35 years old, ‘Black, Coloured and Indian’, earning R5000 – R10000 per month, and spending R10000 on a ten-day trip for a family of 2 adults and 2 children. They stay in 3-star Bed & Breakfasts or self-catering accommodation, and go on holiday every 2 – 3 years. They are attracted by airline specials, and enjoy heritage-related activities and educational trips. The goal of travel is to educate their children, to spend quality time together as a family, and is a reward for their hard work. The Domestic Tourism strategy should persuade 2,6 million locals to visit other regions in their country, with a pay-off line “See your world as the world sees it”! Provincial meetings are held, to prevent duplication of marketing activities, Mr Nzima said. He seemed to evade a question as to the size of the Domestic Tourism marketing budget, but did confirm a ring-fenced R50 million allocation to market to Africa this year, and R84 million for each of the two years thereafter, setting up SA Tourism offices in Angola and Nigeria as a start.

Minister Winde has been encouraged to move this annual conference to the ‘Green Season’, so that more can attend in general, and attend for a larger part of the day, given that tourism businesses cannot spare their management for a full day before the end of the season. The food of The Pavilion in the V&A Waterfront could be vastly improved, and perhaps wine estates and top restaurants could be invited to present their products to the industry at the Conference next year. Not one speaker kept to the allocated half an hour, and therefore the Conference ran very badly over time, and many presentations became boring as a result. Cape Town Routes Unlimited will have to be far harsher in its time management of the Conference, and should introduce more variety of speakers, not repeating the same speakers every year. The organisation should not shy away from controversy, in allowing important industry issues to be debated in open forums through questions and discussions. Successful industry case studies in surviving the recession etc. could be of greater value than a presentation of the marketing of (now deceased) Knut the Berlin polar bear!

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter:@WhaleCottage