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Prepared for the Minister of Tourism, Honourable Derek Hanekom, and His Worship, the executive mayor, Peter Lobese, and all protocol observed

Plett Tourism Review and strategy February 2016 Plett Tourism July 2013 – July 2016

This document deals with Plett Tourism’s purpose, the Plett tourism economy and the importance of Brand Plett, and tables a number of

• pportunities to continue

addressing seasonality and the transformation of Plett’s tourism

• economy. And it suggests steps

which could enable this process.

Plett Tourism July 2013 – July 2016

Purpose + strategy (how we do 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
• pportunity 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

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.

Plett Tourism July 2013 – July 2016

Research + Strategy + Planning + Development + Investment

Info Office Media SM Website Festivals + events Collateral Themed qly magazines Plett Travel Meet + greet Business exchange Community tourism /

• utreach

Experience development

Plett Tourism Accommodation Activities Restaurants & taverns Partners

• Cruise the Crags
• Wittedrift Way
• Bitou Arts Forum
• Bitou Boxing

Association

• Plett Winelands

Seasonal game changers + product > Ikasi Life

LED/BM

Experience development Plett-Ikasi Listening Tour Plett Vacation Club

Private investors Tourism NPO

Plett Tourism July 2013 – July 2016

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 Review and strategy February 2016 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 the place we are – and importantly, the place we want to be, and the visitors we want to attract.

Plett Tourism Review and strategy February 2016 Plett Tourism July 2013 – July 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.

Accommodation | restaurants

Cingis isis isa Ng Ngemntu-So Sonja jani Spe pecia ial l Prog

• grammes Coo
• ordin

inator Bit itou Munic unicip ipalit lity Tel: 04 044 501 501 31 3135 Cell: ll: 07 073 335 335 23 2380 Em Email ail:csonja jani@ i@ple lett. t.gov.za

Beaches,

So, one vision, one future

…and finding the money

Brand Coming Together SDF Plett strategy LED Tourism Business Pre- feasibility studies – investment proposition Finding Investment Plett Tourism, Bitou Muni, individual tourism enterprises

What we are, What we want to be This has to drive development or we end up with chaos The development blueprint – needs updating and alignment The 20 year spatial development framework … institutionalises the brand and Coming Together Aligning Muni, Business, others in shared strategy: NB - how we will meet

• bjectives. What we will do to get there!

From the shared strategy … the investment proposition and projects … From strategy to reality … the numbers … projected income, investment, jobs etc Marketing the town … attracting those who will invest and spend money (and so creating jobs and a better place to live)

Destination management Destination marketing

Plett Tourism Review and strategy February 2016 Plett Tourism July 2013 – July 2016

People, jobs and Plett Growing the tourism economy Preserving the Plett value proposition

Grant Thornton, Kessel Feinstein estimate 1 permanent job is created by every 10 tourists

The perfect storm

RATEPAYERS MEETING 16 JANUARY 2014 Plettenberg Bay, Wittedrift, Keurbooms, Farms Natures Valley(96.7%) New Horizons 1.93% Kwanokuthula, Kurland, Kranshoek, Green Valley, (1.37%) New Horizons (11.43) Kwanokuthula, Kurland, Kranshoek, Green Valley, (39.77%) Plett, Keurbooms, Wittedrift, farms Natures Valley (49.8%)

Revenue Expenditure

Seasonality + (unemployed) population growth … Rates source: spend

2013: 52,379 Inca 2015 Final Bitou IDP 2017-2022

1 1 2

Power and potential

1,7bn direct tourism economy

7,400 jobs (37% of total) 9,500 beds 1,600,000

• ccupied 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 GVA of R3,4b. ± 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 Tourism Review and strategy February 2016 Plett Tourism July 2013 – July 2016

• 1 000

2 000 3 000 4 000 5 000 6 000 7 000 8 000 9 000 2019 2020 2021 2022 2023 2024 2025 2026 2027 Current Tourism Jobs New Tourism created Jobs

Impact of a catalytic tourism project

• 200

400 600 800 1 000 1 200 1 400 1 600 1 800 2 000 2019 2020 2021 2022 2023 2024 2025 2026 2027 Current Tourism GVA New Tourism GVA

This slide and the next one are based on preliminary numbers drawn from the Plett Wildlife Reserve project. These two slides demonstrate the anticipated impact of the project on the Tourism GVA and jobs. The slides that follow show this impact relative to non-tourism GVA and jobs.

Plett Tourism Review and strategy February 2016

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.

• 500

1 000 1 500 2 000 2 500 3 000 3 500 2019 2020 2021 2022 2023 2024 2025 2026 2027 Tourism GVA Non Tourism GVA

Impact of a catalytic tourism project

• 2 000

4 000 6 000 8 000 10 000 12 000 14 000 16 000 2019 2020 2021 2022 2023 2024 2025 2026 2027 Total Tourism Jobs Non -Tourism Jobs

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 people

Growth, jobs and tourism

▪ 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 ▪ Opportunities

Transforming tourism in Plett

Plett Tourism Review and strategy February 2016 Plett Tourism July 2013 – July 2016

What 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. And we need to transform ownership patterns in the “formal tourism economy”.

Note: The projects 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

• n 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: R73m

Opportunities 2018

▪ Hello

Kranshoek

Headline facts and figures

Kranshoek: The opportunity Create a Griqua Historical Village around the existing grave site – refurbish the museum, add a theatre, Griqua retail, food and coffee shop, and

• ffer 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 effect

Robberg Cultural Bridge

▪ Extending the Tourism Seasons and Diversifying the destination mix

A community tourism, cultural and economic development initiative | extending the season | diversifying the mix

A 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 done

What LORD / IDC need to take this forward “A firm mandate to approach funders on behalf of the Bitou Local

Authority”

IDC

Consultants

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 something equivalent.

Growth, jobs and tourism

▪ 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 ▪ Opportunities

2 1 6 3 3 1 4 2 4 5

• 1. N2 Lounge
• 2. Farmer’s Meat Butchery

Tshisha Nyama

• 3. Skulus Jazz Bar
• 4. Nonceba’s Tavern

1. Kwano Wines & Restaurant 2. Kwano Tourism Hub 3. Dinangwe 4. Simunye Centre 5. Warafiki Tshisha Nyama 6. Voorhuisie

Kwanokuthula

1,2,3,4 + 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

Plett Tourism Review and strategy February 2016 Plett Tourism July 2013 – July 2016

Kwano Visitor Hub

Lounge | Tshisa Nyama | Ikasi Crafts | Ikasi Fashion | Music | Museum | Heritage Centre | Plett Tourism Info Centre

Bitou Business Hub is a concept proposal by Lebo Nooi

Simunye Centre

▪ Return Simunye Centre to a cultural centre

Voorhuis

▪ Bandile Ntukan has a ten year lease ▪ Music / entertainment / restaurant and car wash ▪ Project could become a key part of a Kwano Tourism Route ▪ PT assisting by getting a plan drawn and costings to the repair and rebuild

• f the site

Voorhuis today … and what it could be for Bandile Ntukantu. How to do this?

SME 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 businesses

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).

New Horizons | Qolweni | Piesang Valley

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

Ihlengethi Park | Qolweni

Headline facts and figures

The CBD needs to be revitalised as a destination – retail, entertainment, heritage and culture and accommodation are all aspects which need

• assessment. The existing municipal offices in

Sewell Street could be a conference / hotel / 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

• pportunities for tourists (and residents) to move

from one place to the next Many of these ideas are contained in the Coming Together project

Plett Central

Plett 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 CBD

Wittedrift/Uplands/Crags

▪ The Plett Wildlife Reserve ▪ Plett Birding Route ▪ Plett Winelands ▪ The biomiciricy

Wittedrift/Uplands/Crags

The Plett Wildlife Reserve Plett Birding Route Plett Winelands The Plett Trail

Plett 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

• f 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 indicative

Plett’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

The new tourism economy per stakeholder group – forecast for 2022 – Rm

Who benefits?

Rm 55 Rm 55 Rm 544 Rm 37 Rm 37 Rm 35 Rm 154 Rm 268 Landowners Local Community Trust Employment Costs Conservation Agent Plett Wildlife Company Development Projects - Profits Tourism Wildlife Reserve - Profits Plettenberg Bay Town Economy - Profits

Indicative – based on early stage modelling

Jobs created 2019 2020 2021 2022 Jobs created in the Plett Wildlife Reserve 125 830 1,889 2,699 Additional jobs created in the greater Plett area 124 1,275 1,960 2,009 New Jobs available 249 2,105 3,850 4,708

Plett Winelands

Festival shop window to Plett + Plett Winelands = > jobs

Plett Winelands

Plett Tourism Review and strategy February 2016 Plett Tourism July 2013 – July 2016

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 Winelands strategy being written : 2018 to 2030 Opportunity to change ownership profile

• 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 destination

Research, strategy and

• perational

(appointment

• f service

providers) Product development “Walk the trail” & buy-in

• f

participants Guide trainer selection and course … FGHASA training course Proof of concept walk July, August Standard

• perating

procedure

Developme nt of collateral and launch plan Ecological and cultural guide included in GRKK guide for printing end 2016

Media launch October 2015 Launched at WTM in April 2016 Consumer launch at Getaway August 2016 Operating company to be finalized Q3 in 2016 Project stranded due to lack of marketing and

• peratonal

budget

Anchor 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 model

Where 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 businesses

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