Cape Town:
Ready to host the 2010 FIFA
World Cup™
2010 Operational Readiness:
February 2010
ECONOMIC DEVELOPMENT:
HOST CITY: CAPE TOWN POSITIONING
City of Cape Town 5 Year Plan (IDP)
“While Infrastructure led growth is a major development theme
over the period, it is equally important that location branding and
marketing remain an important objective: investors and visitors
need to be kept interested.”
Host City 2010 Objectives
Maximum public benefit and lasting legacy:
Infrastructure
Economic Opportunities
Environment
Desirable destination for investors and tourists
Leveraging long-term economic growth
2010 FWC:
A CATALYST FOR ECONOMIC DEVELOPMENT
•
2010 Economic Development Programme is a feature of the broader Economic Development
Strategy of the City
•
Event used as a catalyst to strategically market/position Cape Town as a desirable destination for:
– Trade
– Investment
– Leisure
– Events
– Conferences, etc
•
Implementation of ethical business practices increases our attractiveness tor further trade and
investment hereby contributing to the longer term sustainability of our economy
•
2010 is a leverage point for increased human capital development in the SMME and Informal sector
(Intensification of the existing business support services)
•
Current Infrastructure investments are critical enablers for local economic development activities:
increases mobility/ access, etc
•
Commitment to SMME involvement in the event: 30-40 % of city spend allocated to SMME’s
Economic Development
2010 Business
Information
Outreach
Sessions
•Business Information sessions: increasing business readiness ; prevention of
infringements
•Chambers of Commerce, Business Place; Community Business Fora, Small Business
Week, etc)
•Training of LED practitioners re 2010 readiness
•Central City Partners Forum through Cape Town Partnership
Research
•2010 Business Readiness Survey and the 2010 Investment Marketing Strategy
(recommendations incorporated into the city’s ED Strategy)
•Socio Economic Impact assessment to be conducted during and post 2010
Trader/Vendor
Development
Project
•Training of SMME’s and vendors that will be selected to trade in 2010 spaces: basic
business, ambassadorial, PR skills; Food Handling, etc
Trade and
Investment
Marketing:
Sector Bodies
Wesgro:
•Intensifying the profiling and marketing of the trade and investment capabilities of the
region (promotional collateral)
•Intensification of business support training programme e.g. procurement processes
•Inclusion of 2010 readiness messages into all in-coming and out-going business
missions and other trade platforms e.g. AfricaCom; World Economic Forum
•Inclusion of trade and investment messages into relevant 2010 platforms e.g.
Economic Development
Trade and
Investment
Marketing:
Sector
Bodies
Cape Film Commission:
•Hosting of 5 day digital boot-camps: provision of production, camera or sound recording
assistance
•Training : film liaison, scriptwriting and use of high definition broadcasting equipment
•Provision of syndicated content to FIFA TV and other networks
•Familiarisation tours for various in-bound broadcast delegations - studio & site inspections:
to market CT’s readiness and CT as a film destination of choice
•Provision of strategic and logistical support to Cape Media Services: provision of content
and delivery of media support/logistical services
Cape Craft and Design Institute (CCDI)
•Design, innovation and advisory services to crafters during product development stages
•Scouting and negotiation re market access and opportunities for crafters
•Workshops with crafters on FIFA regulations
•Sourcing of local handcrafted products to showcase at 2010 spaces (VIP Hospitality areas)
•Professional advice in the selection of products /crafters for vending opportunities
Cape Information & Technology Initiative (CITI)
• 2010 Readiness messaging at various platforms e.g. “Third Global Forum on Business
Incubation” in Brazil
INFORMAL TRADING AND VENDING
Components
Activities/Tasks
As-is Audit of
•Audit to determine impact of 2010 footprint on existing traders
sites and products
•Strategy to minimise negative impact on affected traders
Legislative
context
•Review of the current legislative arrangements governing informal trading on the 2010
footprint
Trading/Vending
opportunities
•Identification of Informal Trading /Vending Opportunities in and around 2 010 sites
•Identification of appropriate alternate sites in terms of the relevant legislative
frameworks
to accommodate affected traders
•Demarcation of 2010 and alternate trading sites conducted as per legislative
requirements
•Arrange Infrastructural requirements within 2010 sites and alternate sites
•Relocation of affected traders as per Council resolutions
Communication
and Stakeholder
Engagement
•Generic Communication to the Informal Trading Sector
•Traders directly affected by the 2010 footprint
•Traders surrounding the 2010 event sites(indirect impact)
INFORMAL TRADING AND VENDING
Components
Activities/Tasks
•Responsible
Informal Trading
Programme
•Business Support Services to enhance skills and business practices
•2010 Rights Protection Programme
•Quality Management
Informal Trader
Deployment &
Management
Project
•Advertisement of opportunities
•Selection of vendors according to set criteria
•Deployment and on site management of vendors
FIFA negotiations
•Commercial Restriction Zones
•Non competitive, unbranded Food and Beverage range
•African Handcraft Product List
Legacy
•Initiate processes to identify new markets and trading opportunities across the city
Informal Trading/Vending:
Some Considerations
•
Finality on the Commercial Restriction Zones with FIFA and LOC
•
Traders impacted by footprint (finding win-win outcomes)
•
Agreement with FIFA on what may be deemed appropriate con-competitive
Trading Opportunities and Products within restricted sites
•
Weather, Spectator numbers and profile of visitors
•
Product: Demand and Supply requirements
•
Perception that current City Informal Trading Bylaws and procedures are
suspended throughout the city during 2010
•
Enforcement of the current business related legislation and RPP: eg Counterfeit
Goods Act, Merchandise Marks Act, Intellectual Property Right Acts
•
Balancing street vending activities with Safety and Security Requirements
•
All opportunities will be advertised in the public domain, ensuring fairness
2010 Tourism Strategy
•To attract as many tourists as possible
•To increase spending
•To extend the visitor stay
•To ensure repeat visits
•To establish destination desire
FOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010
2010 Tourism
Destination
Profiling
•Platforms to profile City’s tourism and leisure capabilities as well as 2010
readiness: World Travel Market; Soccerex (London); IFTM Top Resa (Paris);
Destination Expo (Cape Town); Vakantiebeurs ( Holland); ITB; Germany; Berlin;
Indaba
•International Destination Marketing Campaigns: Key Source Markets ( UK,
Germany, US, Netherlands)
•Domestic Marketing Campaigns (KZN, JHB PE, Sawubona, etc)
•Tourism Marketing Toolkit
•Official Guide (Final Draw and 2010 Versions)
Destination
Activation
•Live It! Love It! LOUDER! Campaign; VIC activations; Industry Activations (Member
sessions)Community Activations; Welcome Campaign
E- marketing
and
communication
•Website development (viral campaign)
•Call Centre activation
•PR and Media Campaigns
•International Media Management
2010 Tourism
Accommodation
Programme
•Verification of Accommodation stock incl. temporary stock
•FIFA Accommodation programme
•Non FIFA Accommodation
•Accreditation & Service Excellence
Visitor Services
•VIC’s (including mobile and unmanned options)
•Tourism safety Programme with SAPS
•Cultural Tourism with Arts and Culture
•Legible City with Transport
•Guest Relations: (media, special travel groups, etc)
•Industry Readiness Sessions
Responsible
Tourism
•Code of Responsible Tourism
•Tourism awareness and training
2010 Arts and Culture
Objectives
•Showcase talent, culture, history, gastronomy of
Cape Town
•Tool to Intensify Destination Profiling /marketing
strategy
•Creation of Income generating opportunities
•Shared platforms with emerging and professional
artists (skills transference and mentoring)
Projects
•Performing arts
•Craft
•Skills Training
• Visual Arts
•Cuisine
Key
Activities
•40% of all performing arts requirements to be
sourced from the local emerging sector
•VANSA, PANSA and CCDI will provide specialist
services
•Programme to be officially launched in March
(watch this space)
•Public auditioning processes to commence soon
2010 Health
Objectives
• Implementation and monitoring of environmental health
standards at 2010 event sites and in general
• Increased preventative and health promotion strategies
Initiatives
• Environmental Health: Monitoring of Water and Air Quality,
Noise levels
• Food Safety: Industry Readiness sessions; monitoring of food
quality
• Health Promotion: Public and Personal Health messaging e.g.
sensible drinking; safe sex
2010 Social Development
Objective
• To minimise the potential negative impacts
that hosting the 2010 World Cup may have
on already vulnerable groups
Projects
• 2010 Child Safety Plan
• 2010 Street People Project
• 2010 Substance Abuse Prevention Project
Progress
• Joint City and Provincial plans have been
developed
• Programme officially launches in March to
coincide with Human Rights Day planning
• Ongoing engagement between SAPS and
SD towards the finalisation of the
Commercial Sex Work and Human
Trafficking matters
2010 Sport Development
Objective
• To use 2010 as a catalyst for the implementation of sustainable
sport development programmes targeting youth and women
Progress
• Joint 2010 and Sport/Recreation initiative
• Community sport and recreation leadership academy commenced:
Partnership with Academic institutions (CHEC)
• Community recreation and volunteer centres to become key focal
points for child centred activities during the world cup
THANK YOU
DANKIE
ENKOSI