An elaborate plan to meet the R40 million or so annual shortfall in funding the Cape Town Stadium could see a ‘commercialisation’ of the Green Point sport and entertainment facility, to secure its survival, and to reduce the financial pressure on the City of Cape Town and its ratepayers.  The plan announcement has been overshadowed by SAA’s decision to cut the direct Cape Town-London route from 15 August, news which was announced on the same day, and is currently of far greater concern to the local tourism industry.

The City has been advised by consultants to turn the R4 billion Cape Town Stadium and neighbouring Green Point Park into a commercialised zone, which would allow nightclubs, shops, coffee shops, sports bars, restaurants, letting of office space, and even a sport hospital to be set up in the area, reports the Cape Argus.  In addition, stadium tours, a museum, a ‘hall of fame’, and a Sports Science Institute are planned. This would help Cape Town to be positioned as a ‘leading events, investment and tourist destination’, says the newspaper report.  The Stadium operating costs amount to R50 million per annum, with only R11 million earned in the past nine months. Ideally, the City of Cape Town would seek an anchor tenant. Talks with the Western Cape Rugby Union are said to be  ‘at a very early stage’, despite having been initiated a year ago already.  The City had to take back the management of the stadium when negotiations for its agreement with Sail Stadefrance fell through.

Other South African World Cup soccer stadia are offering guided tours of their facilities, and some have restaurants and shops too.  Looking to inspiration overseas, Chelsea’s Stamford Bridge stadium complex consists of hotels, flats, a nightclub, bars, restaurants, a megastore, and Chelsea World of Sport.

The City of Cape Town plans to apply to the Western Cape Department of Environmental Affairs and Development Planning, to change the ‘Record of Decision’ for the stadium and the Green Point Park alongside it, with the view to change its zoning, which defines its uses.  Currently the zoning prohibits the commercialisation of the stadium and of the park, and would prevent the recommendations of its consultants, i.e setting up retail outlets, renting out parking space, and letting office space.  City of Cape Town Councillor Grant Pascoe, Mayoral Committee Member for Tourism, Events, and Marketing, has delegated the task of negotiating with the province to his relatively new Executive Director and head of his department, Anton Groenewald.

The Green Point Residents and Ratepayers’ Association has supported the plan in part, not wishing to see ‘blanket’ business rights for the area.

While the financial benefits of generating more income from the attractive and well positioned Cape Town Stadium have merit, we cannot see the proposed commercialisation thereof having any benefit to Cape Town’s positioning as an events, investment, and tourist destination, as claimed by the City of Cape Town. The City of Cape Town does not have a good track record of running tourism nor of organising events, the 8 Nations Under 20 soccer tournament which finished last week being embarrassing proof of this!

POSTSCRIPT 9/6: Interesting is an article in the Cape Argus, which reports that the City of Cape Town’s MyCiTi bus service ‘could need a R500 million yearly subsidy’, making the cost of the Cape Town Stadium look like small change!  This is not its running cost – the City of Cape Town approved a R1,2 billion budget for the public transport system for the  2012/2013 financial year!

POSTSCRIPT 14/6: Exciting news is that Manchester United will play a friendly match against Ajax Cape Town at the Cape Town Stadium on Saturday 21 July. Ticket prices will range from R150 – R350. The cost to the City of Cape Town is R7 million, Councillor Grant Pascoe is quoted as saying in Business Day, and 100 international journalists are expected to cover the event.

POSTSCRIPT 18/6: Even more exciting news is that Lady Gaga is coming to Cape Town on 3 December, for the ‘Born this Way Ball’ world concert tour, one of 110 in total.  The concert will be at the Cape Town Stadium.

POSTSCRIPT 29/6: The Cape Argus has reported that 23000 tickets were sold in the first 24 hours of ticket sales opening up for the Manchester United match. On City of Cape Town Councillor Grant Pascoe’s Twitter timeline we have read that ticket sales have now exceeded 39000. A total of 50000 tickets is for sale.  The newspaper also reported that a special Guinness Book of World Records attempt to have the largest number of persons collectively singing ‘Happy Birthday’ to Nelson Mandela in one place. Councillor Pascoe has justified spending R 6,1 million, with an income benefit of R2 million, because of the tourism benefit of the event. To date no such tourism benefit is evident!

POSTSCRIPT 29/6:  Earlier this week ‘activist’ Terry Crawford-Brown has been vocal in The Times, in the Cape Argus, and the Atlantic Sun in calling for the demolition of the R 4 billion ‘white elephant’ Cape Town Stadium, and accused FIFA of ‘blackmailing‘ the city into building the stadium. The stadium’s construction was ‘unconstitutional‘, he claimed, given that the building of the stadium was not open, transparent, fair, nor cost-effective.  Councillor Pascoe clearly is annoyed by Mr Crawford-Brown’s communication, having refused to comment on it to The Times, and Tweeting disparagingly about it.

POSTSCRIPT 29/6:  The City’s design of the new Green Point Athletics Stadium, on the site of the original Green Point Stadium and adjacent to Cape Town Stadium, is disappointing, wrote Rashiq Fataar and Robert Bowen of Future Cape Town, in only allowing for 7000 spectator seats, reported the Cape Argus this week. The duo also is critical of its unexciting design, and not being worthy of Cape Town, lacking ‘a spirit and a character’.

POSTSCRIPT 29/6: The Times reported a week ago that the Green Point Ratepayers’ and Residents’ Association are ‘set to go to war with council’ over any new developments relating to Cape Town Stadium.  In building the stadium, the Green Point community was promised in 2006 that the commercial development of the previous Green Point Common would not be allowed. The association feels that the planned commercialisation would not cover the cost shortfall.

POSTSCRIPT 1/7: Councillor Pascoe has told the Cape Argus that demolishing the stadium is not an option! Capetonians polled by the newspaper showed that locals are proud of the world-class stadium and its design, and call for it to become the home of Western Province rugby.

POSTCRIPT 1/7: From Tweets seen it would appear that the Manchester United – Ajax Cape Town match at Cape Town Stadium is sold out.

POSTSCRIPT 4/7: Horror of horrors for Green Point residents: notorious ANC City Councillor and COSATU provincial secretary Tony Ehrenreich is creating outrage by his suggestion that the stadium be used for low cost housing! The Green Point Ratepayers’ and Residents’ Association has rejeceted the proposal, as the title deed does not allow it, reports The Times.

POSTSCRIPT 19/7: The R81 million Green Point Athletics Stadium, being built in the shadow of the Cape Town Stadium, is having Green Point residents fear that a second white elephant is about to appear on their doorstep, reports People’s Post. They also fear the noise levels which could be emanating from the new stadium.

POSTSCRIPT 26/7: The Times reported yesterday that the City of Cape Town has approved the rezoning of the ‘Green Point‘ (sic) Stadium for commercial activity. It will now seek approval from the Western Cape province ‘to amend the land use rights’ for the Cape Town Stadium.

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