“Cape Town now has a template for any event”
Thanks to the success of the 2010 FIFA World Cup, Cape Town can now go out and pitch confidently for other major projects.
These were the reassuring words of Carola Koblitz, the Cape Town Partnership’s 2010 Project Co-ordinator in the Central City.
Addressing a meeting of the Central City Partners’ Forum, Koblitz said every project undertaken by the City from now onwards will now have a template which can be adapted and rolled out for any event.
“We can now go out and pitch confidently for other international projects,” she told a packed forum meeting at the 15 on Orange Hotel.
The forum was a continuation of the 2010 Central City Partners’ Forums which were held regularly by the Cape Town Partnership in the build-up to the 2010 FIFA World Cup in Cape Town.
CTP CE Andrew Boraine said the Partnership had decided to continue with the forums in order to keep stakeholders informed about what is going on in the public and private sectors, civil society and NGOs in the Central City.
Koblitz, who, as the Partnership’s 2010 Project Co-ordinator in the Central City, worked closely with all partners to ensure the event went well, was also the project manager, on behalf of the City, on its Host City Cape Town Fan Walk.
She is the author of two reports which, respectively, looked at the Fan Walk and at citizen activation around the 2010 FIFA World Cup in the Central City.
These reports, which will be placed on the CTP website as soon as they are ratified, will feed into the broader City report which looks at 2010 as a whole, as well as into the nationwide assessment of 2010.
Both Boraine and Koblitz stressed that they welcome all comments and feedback on the reports and the World Cup in general.
Paying tribute to all the stakeholders involved in the 2010 FIFA World Cup in Cape Town, Koblitz said the event was a resounding success, and was even more of a public relations success than it had been in Germany, the host country of the previous World Cup: “Simply because so much doubt was cast on whether we could do this or not.
“Our success is also relevant for Brazil – as it is far more relevant for them to have an African example rather than a Eurocentric one.”
She said Cape Town’s greatest World Cup success, however, was “in the streets” – particularly as Capetonians “came out to play.”
“Our efforts and what we achieved as a city were monumental – particularly as they were done against enormous human output, tight budgets and what people often terms as FIFA’s ‘draconian’ demands on us as a host city.
“However, those ‘draconian’ demands were the catalyst that drove us to finish on time. And in spite of FIFA, the City did not topple. In fact, we thrived.”
Koblitz posed the question, now that FIFA has left the building, who will lead the legacy strategies going forward and how does Cape Town transcend the lethargy we so prone to?
She said in order to continue the momentum, the City should handle the way forward in the same way it handled the World Cup – in bite-sized chunks.
Koblitz reminded those present of the five-point mandate on which the City had expected the Partnership to deliver.
- To enhance citizen and business participation;
- To contribute to a unique, authentic Cape Town experience for visitors;
- To contribute to a well-organised, efficient, safe and successful event;
- To enhance the business branding and marketing of Cape Town; and
- To leave a lasting economic, social and cultural legacy.
Koblitz said the Partnership’s strength in meeting the mandate, lay in its ability to be reactive, rather than proactive, and to plan solutions to problems quickly as and when they arose, from dealing with public fears, to plugging the gaps in the City’s own planning.
In terms of enhancing the branding of the city, Koblitz said much work has been done to find “Brand Central City”, even before the World Cup, and that it was a process that should now be completed in the four-year period leading up to the next World Cup in Brazil, while the eyes of the international media were still on us.
Nevertheless, at the end of the day, Koblitz concluded, Cape Town had been its own ‘”best brand” example with the World Cup a phenomenal success.
“We had corporates from across the world who came to the Central City and who have gone back with a wonderful impression, and who are saying, ‘maybe I could do business there. Perhaps I could live there.’”
Koblitz said perhaps the most important lesson learnt from the World Cup is “not necessarily to make it an event for visitors to enjoy, but first and foremost to get stakeholders to buy in and to show them there is a way forward after the event.”
Visitors’ comments challenge Cape Town’s existing brand – Boraine
The comments of visitors to the Central City during the 2010 FIFA World Cup have posed a challenge to the existing Cape Town Tourism brand, Cape Town Partnership CE Andrew Boraine told the Central City Partners’ Forum.
Said Boraine: “If you look at what our visitors said about their visit to Cape Town for 2010, there are two answers that came out – that they enjoyed walking the city and that they loved being on the streets meeting the locals.
“What does this mean? It’s a challenge to our existing brand which says come to Cape Town and escape from the City.”
The Parntership chief executive said he believes the branding of the Central City is going to change to a message which calls on people to “come to Cape Town and engage with the City and its people”.
“We want to bring our visitors back into the City, to wherever we do our business and to wherever we as locals we hang out,” he continued.
Boraine said a key challenge is to make locals visitors to their own City.
“We must plan the City for locals and add visitors to it. We shouldn’t plan for tourists, as it skews the development. In fact, some people in Cape Town have not even been to other parts of the City.”
Boraine heaped praise on Cape Town Tourism’s My Cape Town campaign, saying everyone should be a tourist in their own city.
“If locals don’t know their own city and aren’t brand ambassadors for their own city, how can we expect others to come in?”
Cape Town bids for Climate Change Conference
Cape Town Partnership CE Andrew Boraine recently returned from Pretoria where he was part of a team bidding to the national government for the important 17th Conference of the Parties (COPS) Conference on Climate Change, which it is hoped will come to Cape Town at the end of next year.
Addressing the Central City Partners’ Forum, Boraine said a key part of the bid was to use images generated through the World Cup to show what Cape Town is capable of .
“A picture is worth a thousand words. If we can show people what happened in the 2010 FIFA World Cup, this puts us in the pound seat for bidding for other events,” he said.
Boraine said Cape Town is bidding for this conference because it is one of the biggest events in the world. The City is bidding against Johannesburg and Durban.
“This is important because at the last conference in Copenhagen, there were 35 000 delegates, made up of media, heads of state, government and local government delegates, academics, scientists as well as civil society and NGOs,” he said.
The outcome will be known next month.
Boraine said Cape Town had put together a “great show”.
“We are in with a chance,” he said, adding that a key proposal in the Cape Town bid is that the Central City had the possibility to be a walkable delegates’ village.
Public Transport Update
Cape Town Partnership CE Andrew Boraine told the Central City Partners’ Forum that the public transport system will shift from a supply side to a demand side system.
By October next year, the City aims to have plans for inner city feeder services linking up to trunk routes, and by February next year, it aims to have plans for the service to the West Coast.
“In November, the interim feeder route will be in place in the Central City, running up as far as the Gardens Centre, through town, to the Waterfront.”
Commenting on the criticism recently leveled at the new airport route, Boraine noted: “People need a door-to-door service. Once the inner city feeder route is in place, they will have this, and we will see the airport service pick up.”
Boraine reminded delegates of the toll free information number for MyCiTi, Golden Arrow and Metrorail services. It is 0800 65 64 63.
Boraine said the Partnership is working with the City on an inner city system to produce a map of where the different bus stops will be and what the nearby attractions for each stop are.
“Cape Town has a robust, healthy knowledge and creative economy”
Creative Cape Town coordinator Zayd Minty told the Central City Partners’ Forum there are more than 18 000 people employed in the knowledge and creative economy in the Central City of Cape Town.
There are more than 1000 individual knowledge and creative enterprises, which employ from one or two people to 800 per entity.
“We have a robust, healthy knowledge and creative economy,” Minty said, adding that he sees this sector growing exponentially.
Additionally, there are more than 20 000 students studying in the Central City – with a large number from other African countries, showing a huge opportunity for the City in the private schooling area.
“We are a design city,” Minty confirmed.
Creative Cape Town communicates, supports and facilitates the development of the creative and knowledge economy in the Central City.
Minty repeated the key aim of Creative Cape Town which is to turn the City into a leading centre of knowledge, innovation, creativity and culture.
He pointed out that the knowledge and creative sector is London’s second biggest economy after financial services. “This was recognized less than a decade ago, and, as a result, England has decided to focus heavily on the creative industries,” he said, adding that this sector can make a major impact on job creation.
Minty pointed out that Cape Town is a key cultural centre but the Central City’s museums should be drawing in larger numbers of visitors.
“We need to build this sector. These museums are incredibly good,” he said.
The City is also a major events hub, with 35 major events taking place annually.
Cultural tourism, he said, is an area which should be promoted in the Central City.
Minty updated delegates on Cape Town’s bid to be World Design Capital in 2014, saying the bid will go in next February.
He reminded delegates of Creative Week Cape Town, a ten-day programme taking place from 23 September to 3 October, culminating in the Loeries weekend.
For more information see Creative Week to be updated on events in the City during that time.