Tag Archives: World Cup

New City of Cape Town Place Marketing Director Rory Viljoen to put Cape Town on the map!

While many in the Cape Town tourism industry are shaking their heads about yet another change at Cape Town Tourism, the City of Cape Town taking away the role of Destination Marketing from Cape Town Tourism four years after having given it to the tourism body, one can be grateful for two things: that a change can only be better than the little and ineffectual marketing being done by Cape Town Tourism, and that one could not wish for a better Marketing Director for brand ‘Cape Town’ than Rory Viljoen, Place Marketing Director in the new Tourism, Events and Marketing (TEAM) Directorate of the City of Cape Town.

It was a bumpy start to meeting Rory, who has only been working for the City for ten weeks, and is still suffering temporary staff in setting up his appointments.  It was third time lucky, despite a time error, to finally meet him and Daylin Mitchell, the Executive Support Officer for Councillor Grant Pascoe, the Mayoral Committee member for Tourism, Events, and Marketing, in Rory’s office in the TELKOM Tower adjacent to the Civic Centre.

Rory gave little away in the interview, instead turning the tables by asking what should be done in marketing Cape Town.  We discussed the impact of Seasonality on our businesses, and how we have been made promises in this regard by both Cape Town Tourism and the ex-Cape Town Routes Unlimited (now amalgamated into Wesgro); sharing information with the industry; generating coverage in traditional media locally and internationally with Social Media support (and not the other way around, as practised by Cape Town Tourism); Events in the winter months; addressing the lack of airline seats from Johannesburg to Cape Town on Fridays; the extreme airfares to get to Cape Town from international destinations; the confusion that has resulted amongst the tourism industry about the City’s new destination marketing directorate which some mistakenly seeing it to be Wesgro’s new marketing department; the reduced bookings via Cape Town Tourism’s tourism bureaus as tourists are booking most requirements on-line, before they leave or on their iPads; the ‘Mommy’ Tweeting by Cape Town Tourism CEO Mariette du Toit-Helmbold; the role of the V&A Waterfront in the tourism portfolio of Cape Town; the controversial trip by ten Cape Town Tourism and City of Cape Town executives to Turkey (clearly a sensitive issue, judging by Rory’s body language when the topic arose – he was not part of the delegation); the renewal of Mrs Helmbold’s contract as CEO next year; and much more.

While Rory has chosen to call his portfolio ‘Place Marketing’, he said it is just another name for Destination Marketing.   His private sector experience in marketing Distell’s brands in Africa and Europe, as well as having been South African Marketing Director of Coca Cola during the 2006 and 2010 World Cup soccer championships, shadowing the Beijing and Vancouver World Cups, and his involvement in the European Championships played in Germany and Switzerland, gives him an excellent insight in hosting events, and in creating marketing linkages.  He said that he does not know the Marketing Budget yet (we have seen that the Tourism, Events and Marketing Directorate, headed by Anton Groenewald, has a budget of R500 million per annum!), as he needs to finalise his Strategic Plan, translate that into the Marketing Budget, and then appoint the staff to execute his Marketing Strategy.  He said that he likes to work in an organised manner, step by step, ‘every chapter must stand like a book’, he said.  His biggest challenge is to find a measurement of success for his department, currently believing that arrivals at Cape Town International would be the most reliable measurement of marketing success at this stage, despite Cape Town International Service Standards Manager and outgoing Cape Town Tourism Chairman Ian Bartes warning that there would be no growth in tourism arrivals via our local airport in the next two years.

While Daylin is active on Twitter, Rory and Mr Groenewald are not.  Currently Digital and Social Media Marketing of Cape Town rests with Cape Town Tourism in their new mandate of only focusing on Tourism Marketing (with Visitor Services), but Rory indicated that they are looking to appoint a strong Media person, who will be responsible for Media Relations, Digital Marketing, Social Media Marketing, and the writing of Speeches.  One can assume that the Digital Marketing of Cape Town will move from Cape Town Tourism to the City of Cape Town once the position has been filled.

It will be interesting to see how brand ‘Cape Town’ will be packaged, with a new logo, a pay-off line, and an extensive communication campaign to support new events, the focus being to make the Cape Town Stadium commercially viable by hosting more events there, and ultimately to attract more visitors to Cape Town.

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

Top Australian Chef Neil Perry praises SA cuisine, advocates SA ‘Food Safaris’!

Neil Perry, top Australian chef of flagship restaurant Rockpool in Sydney, visited chefs and restaurants in South Africa earlier this month, and has returned to his home country, encouraging Australians to experience our ‘Food Safaris’, reports Southern African Tourism Update. His trip was widely reported, and the Sydney Morning Herald sent journalist Anthony Dennis to accompany Chef Perry on his culinary tour, an unfortunate choice with his emphasis on our apartheid past in his article!  Not only did the visit and resultant publicity reflect our country’s unique cuisine, but it also has tourism marketing benefits, the visit having been sponsored by SA Tourism.

Chef Perry’s journey started off at the elite and exclusive boutique hotel Ellerman House in Bantry Bay, where he did a braai of crayfish tails with his Asian touch, kingklip, and soy-marinated yellowtail.  He was assisted by Ellerman House Head Chef Veronica Canha-Hibbert, who told the visiting chef that South Africa’s cuisine extends beyond game eaten next to a fire under a safari-style boma. ‘But in South Africa there’s a group of highly trained, skilled chefs who are creating a strong food culture and identity‘, she said.

Dennis praised our country’s ‘fine wine, great seafood and where the barbeque…is a favoured cooking appliance’. It is a shame then that he digs into our country’s past, writing that ‘apartheid can still cast a shadow, even over the dining table’, singling out MasterChef SA judge and Chef Benny Masekwameng as one of few ‘Black South African chefs’. Chef Benny told the journalist that the eating habits of the ‘majority of black South Africans who live below the poverty line, not much has changed at the dinner table‘, but that the ‘middle class’ in our cities are increasingly exposed to global food trends! The ‘shanty towns’ on the way to the Winelands receive a predicted mention from the journalist too, contrasting them with the modern airport built for the 2010 World Cup.

Chef Perry praised the wine industry: ‘South Africa has got amazing wine credentials. One of the real positives is that it has a lot of old vines in the ground and you’re getting some fantastic maturity there’. He praised Franschhoek’s fine white wines. Calling Franschhoek’s Grande Provence a ‘lodge’, Chef Perry and the journalist enjoyed the creative cuisine of Chef Darren Badenhorst, who prepared a typical South African braai lunch for them, with Karoo lamb chops, free-range Spring chicken, and boerewors, ‘a traditional and delicious type of sausage’. The visiting team stayed over at La Residence in Franschhoek.

Their next stop was Phinda Game Reserve, where they enjoyed the traditional Boma dinner (‘with a dirt floor, stone and reed walls’).  They were treated to springbok, impala, and warthog, and entertained by the staff choir.  Chef Perry was impressed with our game meats, saying ‘it was really quite intense’, not having any Australian game (other than ‘Wallaby‘ on their menus, according to blogger Bruce Palling).   In Cape Town the Australian team had eaten springbok at The Twelve Apostle’s Azure for the first time, served as a ‘Cape fusion main course of springbok fillet with celeriac cream, roasted radish, orange tapioca and sultana-caper paste.  The rare, perfectly cooked meat has the consistencey of beef but with a distinct saltiness and dark chocolate-like richness’.

In Durban the visitors ate traditional Indian food, including bunny chow at the House of Curries, described as ‘classic street food from the apartheid years and is a feature of the national diet across all groups’! One wonders who fed Dennis this nonsense information!  In Johannesburg a Chef’s Table dinner at the San Restaurant at the Sandton Sun Hotel represents ‘the Rainbow Nation’s ethnic groups. Under apartheid, this congenial, multiracial gathering would have been deemed illegal‘. Chef Garth Schrier served the visiting chef more Bunny Chow, as an amuse bouche of a mini loaf of bread with a Cape Malay chicken prawn curry.

One wonders what SA Tourism’s understanding of our country’s cuisine is, and that of the Western Cape in particular.  With 16 of the top 19 Eat Out Restaurant Finalists based in the Cape, it is a surprise that not one of these top chefs, most of the calibre of Chef Perry, were exposed to the visiting chef.  At least up and coming Chef Darren Badenhorst at Grande Provence was included in the programme, even though he has not made the Top 19 list due to not having been in charge of the kitchen for a full year.  This is even more evident from the SA Tourism website’s Top 10 Wine estates (gastronomic) list, of which the compiler is not identified:

1.   Buitenverwachting

2.   Rust en Vrede

3.   La Colombe

4.   Pierneef à La Motte

5.   Terroir

6.   Bread and Wine

7.   Overture

8.   The Goatshed

9.   Fyndraai

10.  Tokara

Odd inclusions on the list are Bread and Wine, Fyndraai, and Fairview’s The Goatshed, while surprise exclusions are Delaire Graff’s two restaurants, Jordan Restaurant with George Jardine, the Restaurant at Waterkloof, and Grande Provence.  The ranking of Tokara in 10th’s position is an insult to the cuisine creativity of Chef Richard Carstens!

While all publicity for South Africa is fantastic, and in Australia’s leading newspaper even more so, it is a shame that a journalist should have turned a South Africa Food Safari story into an apartheid story, which is not the topic of his story at all.  One wonders what gives an Australian the right to point fingers at our country’s past, given their own Aborigine history!  It wouldn’t be a surprise if one were to find that Dennis has South African roots!  At least Chef Perry enjoyed his trip: ‘My food philosophy is all about local, high quality produce and fresh ingredients so I was thrilled to meet with like-minded chefs in South Africa’. He encouraged travellers to our country to ‘add a South African food safari to their bucket list’, advising that they visit the Winelands, shebeens, experience a Braai, and enjoy a seafood buffet on the beach.

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

WOSA’s world-wide wine week at CapeWine 2012 and Vindaba benefits Cape Town!

The world’s leading winelovers, wine experts, wine traders, sommeliers, and wine journalists have started arriving in Cape Town for the three day Cape Wine 2012, being held at the Cape Town International Convention Centre from tomorrow until Thursday, and Vindaba running alongside it.

More than 5000 wines from 300 wine estates are on show at CapeWine 2012, and more than 30 international wine journalists are expected to attend, having a tourism benefit for Cape Town and the Western Cape.  Delegates are attending from Europe, the UK, the USA, other African countries, South America, China, and Japan.  For the first time SA Tourism, in conjunction with WOSA (Wines of South Africa), have organised Vindaba, an exhibition of wine tourism products in the Western Cape.

CapeWine 2012 is held every two years, but was not held in 2010 due to the soccer World Cup, and is one of the largest marketing events organised by WOSA.  For the first time WOSA has gone green to reflect ‘the South African wine industry’s environmental consciousness’.  This includes booking guests into hotels within walking distance of the convention centre; only recycled paper will be used for printing, if printing is required at all; the stands are made from recycled boards; most stands will not use electricity, but rather LED lighting; all bottles, corks, and screw caps will be recycled; no bottled water will be available;  cork supplier Amorim will create a lounge made from recycled cork; media information will be made available in bamboo memory sticks; VIP bags have been made from recycled advertising banners; lanyards have been made from ‘sunbaked paper’; all fish served at the Green Tie event will be SASSI certified, and all eats will be made from local produce; the ‘green ties’ which allow entry to the event have been made from discarded plastic; solar lighting will be used for the Green Tie event; furniture for the Green Tie party has been made from recycled wooden pallets, and will be donated to a crèche afterwards; the plates at the Green Tie party are those from CapeWine 2008, and the cutlery is made from bamboo.

CapeWine 2012 will reflect the development of our local wine industry in wine growing, wine making, and wine marketing since South African wines were opened to international trade almost 20 years ago.  Tastings, seminars, workshops, and a Producer’s Soapbox will focus on changes in wine styles, reaction to climate change, the management of scarce natural resources, and the protection of old vines.

Su Birch, CEO of WOSA, said that interest in CapeWine 2012 was growing, as ‘South Africa has distinguished itself both in terms of quality and pioneering programmes to promote eco-sustainability. This has earned global recognition for the country on both fronts, from the market and environmentalists, particularly in recent years’. Mrs Birch added that CapeWIne has a solid reputation as a trade exhibition.

The organisation of the first ever Vindaba has been driven by SA Tourism, having sponsored the exhibition, and is project managed by Susannah Holz.  SA Tourism has identified that wine tourism is ‘one of the fastest-growing and most lucrative sectors of the global tourism market‘, says Marthinus van Schalkwyk, Minister of Tourism.  Wine tourism can make an important contribution to the country’s economy, the Minister said.  International as well as local media focusing on wine, travel and lifestyle are expected to attend.  The objective is to increase the income of wine tourism, only $41 per capita in our Winelands, compared to $188 in Napa Valley in the USA.  Seminars at Vindaba will focus on gastro-tourism, and tailor-made wine tours to the 17 wine routes in the Western Cape will expose the international visitors to the diversity and quality of their offerings.  The eco-friendly green focus of the Vindaba exhibition reflects that of CapeWine 2012.  The Vindaba exhibition organisation has not been without controversy, SA Tourism having been blamed for not being proactive enough in spreading international media across the different wine routes, having instead allowed them to choose where they want to visit, meaning that the majority have opted for Stellenbosch and Franschhoek.  Lesser-known wine routes, such as those in Paarl and Wellington,  will therefore remain exactly that!

Tonight WOSA is hosting a ‘Green Tie Event‘ for the opening of CapeWine 2012, and even this function is going green, in that invitees have been asked to park at the Cullinan Hotel, and will be bused in collectively or will be guided by a ‘Green Guide’ in walking to the function venue in the V&A Waterfront.  The evening promises a ‘sampling of our finest wines, paired with the freshest and most delicious local cuisine, and accompanied by a showcase of local music, song and dance‘.  The wine week will be concluded with the prestigious Nederburg Auction, which takes place on the Paarl wine estate on Saturday.

CapeWine 2012: 25 – 27 September, 10h00 – 17h00, Cape Town International Convention Centre. www.capewine2012.co.za

Vindaba: 24 – 27 September, 10h00 – 17h00, Cape Town International Convention Centre. www.vindaba.com

POSTSCRIPT 24/9: This evening about 720 guests, of which about 50% were international wine writers, sommeliers, wine buyers, and wine trade, attended the ‘Green Tie Event’ for the opening of CapeWine 2012. Initially one heard more ‘American’ than local English spoken!   The Who’s Who of the wine industry attended. Met German wine writers Mario Scheuermann (a Facebook friend) and Eckhard Supp, and Mike Veseth, the guest speaker at the Nederburg Auction on Saturday.  Neil Pendock, who received a late invitation from WOSA to attend the event, was the most spruced up we have seen in years, having had a hair cut today in honour of the event, it would seem!  The green theme of CapeWine 2012 was carried through in the event, with lighting made from recycled milk cartons. Excellent wines were served.   Even the food was ‘green’ and locally sourced.  The salmon cream on cucumber canapes were excellent.  The calibre and quantity of international wine visitors in Cape Town and the Winelands is an exceptional wine tourism marketing opportunity for our country.

POSTSCRIPT 26/9:  Yesterday I visited CapeWine 2012, and was impressed with the best looking exhibition in the Cape Town International Convention Centre. More than 300 wine estates have pulled out all the stops to package and present their wines to the top level local and international attendees.  The highlight was tasting a preview of the new Delaire Graff Laurence Graff Reserve Cabernet Sauvignon 2009, not yet labelled, an icon wine made in honour of the owner of the wine estate, its GM Johann Laubser said.  It will be the first South African wine to sell at $200 a bottle.

The Botanica Wines’ label design, reflecting the brand name, impressed once again, and the Chenin Blanc is likely to do well at Platter this year, its owner-winemaker Ginny Povall hinted.  The label designs come from botanical drawings by Mary Delany, seen by Ginny at the Yale Centre for British Art.  One of the largest stands was that for Fairview, which focused attention on its Fairview, La Capra, Goats do Roam, and Spice Route labels, as well as on its Fairtrade connection.

POSTSCRIPT 26/9: Vindaba, the first wine tourism showcase, is very disappointing, not having any of the design quality or professional look of CapeWine 2012, with few visitors.  Its location in an open space at which the banqueting is normally done is not ideal.  The Wine Routes are not collectively branded, and it is not clear as to where they start and end.  Some of the Wine Routes had individual products alongside them too. All are manned by very friendly staff, and include Wellington Tourism, the KWV Sensorium (a first in pairing art works with wines), Franschhoek Tourism, Spier, Elegantly Elgin, Mellesat (in Paarl, now famous due to the write up by Neil Pendock in the Sunday Times on Sunday), Neil Grant representing the South African Sommeliers Association and manning a stand of white blends, the Cape Whale Coast sharing with Hermanus Wines, Grande Roche, Durbanville Wine Valley, Cape Town Tourism, Solms-Delta, Laborie, and more. Creation was running the Cape Whale Coast/Hermanus Wines stand, but this is rotated over the three day exhibition.  By yesterday afternoon the Cape Town Tourism brochure bags had already run out, and no attempt had been made to supplement them.

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

Manchester United/Ajax Cape Town friendly enjoyable soccer, no tourism benefit!

The Manchester United friendly against Ajax Cape Town at Cape Town Stadium yesterday was an exciting one, and Ajax Cape Town can be proud of the 1-1 score, the same score that the Manchester United team achieved in 2008 when it played in Cape Town against Kaizer Chiefs. Whilst the event was a ‘present’ from Grant Pascoe, City of Cape Town Mayoral Committee member for Tourism, Events, and Marketing, to the residents of Cape Town, many of whom are Manchester United fans, in paying R 7 million to finance the event, it had no tourism benefit at all, placing the burden on the ratepayers of Cape Town to fund his generosity!

From the outfits worn and the cheering by the Manchester United fans, Capetonians were more loyal to the visitor team than to their own home-grown team. Yet Ajax Cape Town impressed with their attacking play, and in scoring before Manchester United did, the visiting team’s score coming from Bebe in the last minute, in injury time.

For many Capetonians the event yesterday was their first opportunity to experience the Cape Town Stadium, two years after eight matches were played there at far more expensive ticket prices, and hard to come by at that time, as one had to bid for the tickets sold by FIFA. Yesterday 55000 soccer fans filed into the stadium, not put off by the torrential rain just two hours prior to the start of the match, leading to wide-spread flooding of roads in the Green Point area, and disrupting traffic. But the weather gods were kind to the teams and fans, when the rain stopped just before the 3 pm start, and some blue sky could be seen from inside the stadium. Sir Alex Ferguson, Manchester United Manager, praised the ‘excellent pitch‘. His team travels to China, Norway, Sweden, and Germany next.

The organisational aspects of the match were disappointing, the security and hosting of the event left to the Enforce Security company, whose staff appeared to have minimal training. Two years ago many Capetonians, including ourselves, worked as volunteers at the Cape Town Stadium over the four week World Cup period, but none appeared to have been re-used for this event. The security guidelines as to what one was allowed to take into the stadium were onerous on paper, reflecting those of the World Cup, but the monitoring of this was inconsistent, in that my colleague’s water bottle was confiscated, and mine not. The seating block number was specified on the ticket, but there were no hosts to guide one as to where the blocks are, the signage being confusing. In the seating areas casually dressed young persons showed one to one’s seats, yet around us tempers were flaring, laden with racial overtones, due to spectators having to change seats when others arrived late to take up their booked seats, having been shown incorrect rows and seats initially. Offering Castle beer to buy throughout the stadium may not have been a good idea, and we observed heavy consumption of it around us, no doubt fuelling the aggression, a shame due to the feel-good atmosphere generally. The event kicked off with the singing of ‘Happy Birthday’ for Nelson Mandela’s 94th birthday on Wednesday, all spectators standing out of respect for the nation’s icon. Cape Town Mayor Patricia de Lille’s outfit, in the colour of cellphone sponsor MTN, and Premier Helen Zille’s South African flag outfit, were criticised on Twitter.

The only hospitality businesses that appear to have benefited from the soccer event were the Green Point Main Road restaurants Rhapsody’s and Café Extrablatt, McDonald’s next to the stadium, and some V&A Waterfront restaurants selling sandwiches. No accommodation establishments appear to have received bookings from out-of-town visitors for the event. SA Breweries sold its Castle beer inside the stadium, and some local caterers sold hamburgers. When the City announced the friendly, and its R7 million expenditure, Councillor Pascoe justified the cost in saying that the visiting team would be travelling with about 100 international journalists, and ‘that helps us and puts us on the map’, he said. Filming a soccer match hardly has a tourism benefit, as Cape Town’s iconic Table Mountain is not visible from inside the stadium, once again demonstrating that Councillor Pascoe is out of his depth in handling the Tourism, Events and Marketing portfolio for the City of Cape Town, with no experience in any of these disciplines. Councillor Pascoe was severely criticised for his role in Cape Town not being successful in its bid to host some of the matches for the African Cup of Nations 2013 (Afcon 2013). The 8 Nations Under 20 soccer tournament at the end of May was a poor compensation for losing out on Afcon 2013, and was a spectacular failure in its small match spectator sizes.

POSTSCRIPT 22/7: Twitter follower Claire Alexander has Tweeted that this blogpost was remiss in not highlighting that tourism this winter is at an all time low, which we believed to be evident, and that this blogpost was written from that perspective.

POSTSCRIPT 28/7: The City of Cape Town’s ANC councillors criticised the City’s expenditure on the soccer match, in not benefiting many residents of Cape Town, who go to bed hungry, while the City projects itself as ‘an efficient and tourist city’, reports the Cape Argus. The article also states that Primedia Sport was paid R3,5 million by the City to pay for the right to host the match.

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