Event Strategy for Durban

7/31/2019 Event Strategy for Durban

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Events in Durban

Presented by Edusport: Greg Jones


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Introduction

1. The Benefits of Hosting Large Events

2. Why Durban is an excellent host venue

3. What are the ideal events for Durban?

4. Identifying / Creating and Procuring Events for Durban

5. A brief case study of the 2012 Top Gear Festival staged in

Durban


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The Benefits of

Hosting Large Events


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Benefits of Hosting Large Scale Events

EconomicBenefits

MediaCoverage &

BrandAssociation

Potential FutureVisitors are

Created


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Economic Benefits

Money is spent in the region by event organisers, event partners and event

attendees.

Opportunities for local businesses are created.

Local skills and knowledge are increased.

Economies of scale are created due to large numbers of clients and larger

groups travelling to attend events.

Strategic alliances are formed with Government and Private Business.

Periods of low demand in the tourism industry can be identified and filled

with events thus boosting revenues in what are normally quiet months.


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Potential Future Visitors are Created

Event attendees from outside of Durban who have demonstrated the means

and willingness to travel to Durban experience some of what Durban has tooffer.

Tourism multiplier effect; this means that visitors who might not have

otherwise visited Durban have trialled the Durban experience and may visit

Durban again for holidays, business travel or other events

Even if someone does not visit the event, but has sufficient interest in it,

media coverage of the event may entice them to visit the event and / or

Durban in the future.


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Why Durban is an

Excellent Host Venue


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Why Durban is an Excellent Host Venue

Well Situated

Wealth of

LocalExperience

GreatGovernment

Support

Strong LocalIndustry

GoodWeather


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Well Situated

Durban is well situated to attract visitors from around South Africa and

sufficiently close to Johannesburg that large numbers of economically able-to-travel visitors can easily attend events in Durban for either business or

leisure purposes.

Due to its weather and reputation as a domestic tourism venue, visitors may

use the opportunity to attend an event as a reason for a holiday or short

leisure stay in Durban / KZN.


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Wealth of Experience

Both the events industry and the City of Durban have phenomenal experiencein staging large events of various types. This is especially true for outdoor

events. Because of this, it is possible to stage challenging events in Durban

that may be more difficult in cities that lack the previous experience.

As an example, the City of Durbans experience with the A1GP events was of

great value in ensuring the successful implementation of the Top Gear

Festival street circuit.


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Government Support

Durbans local government provides excellent support to event organisers,

especially organisers of large-scale outdoor events.

Through its experienced personnel the City is able to effectively coordinate a

variety of critical departments into an event planning committee that is

capable of handling all City aspects of a major event.

Long established City committees and teams allow for cross departmental

understanding and create team work and team support that yields excellent

results.


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Local Industry

The event industry in Durban is similarly experienced in providing temporary

infrastructure, event materials and event services to large events.

The local industry has sufficient inventory on hand, or within easy reach to

satisfy most event demands.

Local industry standards are high and thus the calibre of goods and services

on offer in Durban are comparable to anywhere in South Africa.


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Weather

Durban truly is the warmest place to be and this is a very important factor

in the staging of outdoor events.

To stage a large scale outdoor event in Cape Town or Johannesburg in winter

can be fraught with weather related problems not normally found in Durban.

Durbans weather, especially in winter, can provide a strong additional

motivating factor to attend an event in Durban.

Outdoor events staged in Durbans mild climate are less risky and less prone

to cancellation that they might be elsewhere.


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What are the Ideal

Events for Durban?


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What are the Ideal Events for Durban?

IdealEvents

Appeal to aDurban

Audience

Support theLocal Industry

Multi-Faceted

Attractive tothose outside

of Durban

Have PrivateFunding

MediaCoverage &

Publicity

Long Term /Recurring

Events

Fit LocalStrategy


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Appeal to a Durban Audience

Long standing and highly popular events around the world have a common

element in that the majority of visitors (at least 50%) will be from the city or

region in which the event is staged.

Durban has a very diverse population and so events that appeal only to

specific audiences do not always have the reach here that they might

elsewhere.

Admittedly this principle relates specifically to consumer events and events

that cater to particular groups or industries may not appeal to the local

audience (such as conferences, certain exhibitions or summits) but may still

be highly beneficial to Durban.

Wherever possible, it should be attempted to engage with the local

population around events. A great example of this was the way Durban

engaged with its citizens over COP17.


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Support the Local Industry

Any event travelling to Durban must have the need of goods and services

from the Durban industry.

Events coming to Durban must ensure that local suppliers are used wherever

possible.


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Multi-Faceted

People attend events for a number of reasons and not always for those that

are most obvious or apparent.

Events that are too limited in scope or provide only a single attraction often

attract only niche audiences or do not appeal sufficiently to those with casual

interest.

Multiple points of appeal mean that consumers have more than one

motivating factor to spend money on an event ticket or at an event.

An event that appeals to different age groups for example will be more likely

to attract families and thus one consumer may be responsible for purchasing

more than a single ticket.


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Sufficiently Attractive to Visitors from Outside of

Durban

In order to attract visitors from outside of Durban, KZN or South Africa, an

event must offer something to consumers that they cannot get elsewhere.

Visitors that are able to attend a similar event in their home town are far less

likely to travel to an event in Durban.

Visitors that have the opportunity to attend a completely unique event are far

more likely to make a decision to travel to it.


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Private Funding

Whilst some events need a hosting fee or host venue assistance in order to be

feasible or commercially viable, it is important that they are, to a large degree,funded through private sources.

Sources of private funding would include:

SponsorshipPartnerships

Exhibition / Display Sales

Promotional Opportunities

Ticket Revenue

Public Concessions

Advertising Revenue


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Media Coverage & Publicity

The event must attract significant media coverage and publicity.

Whilst an event may attract tens of thousands of actual visitors, the eventcould and should reach millions of potential visitors to Durban.

Media coverage and publicity also positively associates the host venue with

the event brand.

In the information age we find ourselves in, news information travels faster

than ever before and highly credible information is passed from peer to peer

via social networks and online media. If managed correctly the potential for

event awareness and exposure is better than ever before.


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Long Term / Repeat Events

The benefits of Long Term / Repeat events:

Ideally all large events should be staged more than once, ideally on an annual

basis for at least 3 years. Budgets can then be amortized over a period of time

and reduce the high costs of once-off events.

Events that are staged each year have the potential to evolve, grow, develop

and improve.


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Fit Local Strategy

Events brought to Durban must fit into overall tourism strategy.

Events should not clash or directly compete with other key events supported

by or benefitting the region.


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Identifying / Creating

and Procuring Eventsfor Durban


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Research to Identify Prospective

Events

Feasibility analysis

process coordinated

by Events Bureau

and Private Business

Create a new event or

engage with

international rights

holders

Ascertain the costs of

hosting or staging theevent

Form strategic alliances with

major partners & suppliers

Service Provider

Negotiations

Research available

financial support from

Local and ProvincialGovernment and the

Private Sector

The Proposed Model For Procuring And Creating Events


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Effective Events Bureau

We need to identify events that can self-fund a minimum of 50% of their

operating costs.

We need the support of the Province / City andprivate business to secure

events where a portion of the hosting fee needs to be underwritten.

We need to ensure we have an efficient Events Committee that will provide a

user-friendly and quick turnaround response, from the time of enquiry to

response / bid. Poor response time = opportunities lost.

Durban should also look at creating its own events as this will reduce hosting

fees.


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Top Gear Festival:

Brief Case Study


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Top Gear Festival: Brief Case Study

The 2012 Top Gear Festival was the largest Top Gear Festival staged anywhere in

the world to date.

The event completely sold out and attracted 67,000 attendees with nearly

17,000 of these coming from outside of KZN.


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Top Gear Festival 2012 Event Mix

TopGear

Festival

Appealed to aDurban

Audience

Supportedthe localindustry

Multi-Faceted

Attractive tothose

outside ofDurban

Large Amountof PrivateFunding

SignificantMedia

Coverage &Exposure

RecurringAnnual Event

PositiveBrand

Association

The Top Gear Festival demonstrated many of the aspects of an ideal event:


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Thank You

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Event Strategy for Durban

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