DUNDEE JULY HORSE RACE 20-21 JULY - CONCEPT DOCUMENT - KZN Sport and Recreation

DUNDEE JULY HORSE RACE
      20-21 JULY
    CONCEPT DOCUMENT

1. BACKGROUND

 The Dundee July was first initiated in 2005 by government and
  independent horse owners in the Northern part of KZN.
 Investigations undertaken that time revealed that there was a need
  to support Rural Horse Riding discipline.
 There were no formalised structures or developmental programmes
  in place to address the need.
 The first Dundee July, which was called Rural Horse Riding Festival,
  was staged with four (4) districts in attendance: UMzinyathi,
  UThukela, Amajuba and Zululand.
 This was done in collaboration with Endumeni Municipality and
  independent horse owners.
 Three years later this initiative was supported by Trotting South
  Africa, Gold Circle and Orange Grove Dairy.
 Five years later with the growing interest and support from the
  horse racing fraternity and key stakeholders, the name of the event
  was re-branded to Dundee July.
 Since then the event has seen phenomenal growth. A study
  conducted in 2012 showed that the event injected over R 15 million
  directly into the local economy and created over 300 temporary
  employment. These figures have now been multiplied.
 Attendance figures reached over 20 000 people in 2017.

                                              2018 DUNDEE JULY CONCEPT DOCUMENT   1

 The success of this programme can be attributed to cooperation
  amongst different stakeholders such as government departments
  and municipalities, horse racing fraternity, horse owners and private
  sector. The current private partners to the event include Village
  events, Ithala Bank, Hollywood Bets, Orange Grove Dairy. The event
  also enjoys support from Gold Circle, SABC platforms, community
  radio stations and print media.
 Currently the event enjoys participation from Eastern Cape,
  Mpumalanga, Free State, Gauteng and Lesotho. All districts within
  KZN participate, other than ILembe.
 The growth pattern is expected to continue over the coming years
  with greater focus on infrastructure development and quality of
  services in all areas.
 The tripling horse racing discipline is also entering a new phase in
  South Africa. This include amongst other things, infrastructure
  investments, corporatisation of the sector, private sector
  investment, setting up of new benchmarks, new flagship events and
  programmes in all districts and skills upliftment for owners and
  jockeys as well as structures. This is initiated to ensure ongoing
  participation in horse racing on a sustainable basis.
 The Dundee July provides a national benchmark in this type of horse
  racing discipline.

                                             2018 DUNDEE JULY CONCEPT DOCUMENT   2

 The 2018 edition of this event is therefore expected to showcase the
  new phase and bring about greater focus on rural towns
  development in line with radical economic transformation.

 Future projects includes partnerships with other African, BRICKS and
  others countries with similar interests.
 The ultimate goal is to ensure that Rural Horse Racing is self-
  sustainable and contributes towards economic development and job
  creation.

2. STRATEGIC OBJECTIVES FOR 2018 DUNDEE JULY

   The programme addresses the Departments first strategic goal;
     that is, Promotion, Transformation and Development of Sport and
     Recreation.

   It also addresses some of the provincial priorities, that is, skills
     development, job creation, rural development, promotion of
     social cohesion, promotion of co-operative governance as well as
     promotion of national and international relations.

                                             2018 DUNDEE JULY CONCEPT DOCUMENT   3

3. THE DUNDEE JULY 2018 PRIORITIES:

 Appointment of an events management company to coordinate
  certain critical aspects of the Dundee July such as security, traffic
  management, marketing, entertainment and hospitality experience.
 Launching of Dundee July Logo and maximise brand exposure.
 Take full advantage of tourism opportunities.
 Improve transports aspects and traffic management system.
 Safety and security improvement and lighting of the facility.
 Building of permanent horse holding areas.
 Improvement of technical aspects and stakes.
 Improving infrastructure in terms of presentation and full use of
  existing facilities.
 Marketing the event in all media platforms including social media.
 Formalising Dundee July pre and post events.
 Improve stakeholder and private investor experience and brand
  exposure.

                                             2018 DUNDEE JULY CONCEPT DOCUMENT   4

4. STREAMLINING ROLES AND RESPONSIBILITIES OF VARIOUS
   STAKEHOLDERS

The project is facilitated by the provincial government through the KZN
Department of Sport and Recreation, in collaboration with
municipalities, provincial departments and Rural Horse Riding
Association.

Key Stakeholders and partners include:
 Provincial Departments, Municipalities, Office of the Premier,
   Economic Development, Tourism and environmental Affairs,
   Agriculture and Rural Development as well as Arts and Culture.
 Host municipalities: UMzinyathi and Endumeni.
 Participating municipalities: Amajuba, UThukela, Zululand,
   King Cetshwayo, UMgungundlovu, UGu, UMzinyathi Harry Gwala,
   EThekwini Metro and UMkhanyakude.
 Provinces: Eastern Cape, Mpumalanga and Free State.
 New expected guests: BRICKS Countries.
 SADEC: Lesotho.
 Tourism authorities: International, National and Provincial
 KZN Gambling and Betting Board

                                            2018 DUNDEE JULY CONCEPT DOCUMENT   5

 Specialist Horse racing organizations:           Rural Horse Racing
   Association, Gold Circle and Coastal Horse Care Unit.
 Support organizations: Emergency and Security Agencies, KZN
   Liquor board and KZN Fashion Council.
 Private Sector.

5. PARTICIPANTS PROFILE

 Participants include horse owners and jockeys, nationally and
   internationally. Over 320 horse owners and 200 Jockeys are
   expected in the 2018 edition of the Dundee July.

 The festival patrons travel from across the Province and beyond
   boarders.

 High profile guests include KZN cabinet, representative from other
   provinces, senior managers from key stakeholders and corporates,
   funding partners, mayors and councillors, traditional leadership,
   horse racing organizations.

 This year invitees will include BRICKS countries and diplomats.

                                            2018 DUNDEE JULY CONCEPT DOCUMENT   6

6. THE BENEFECIARIES
 Firstly, the horse owners and jockeys who enjoy stakes set for the
   race day. These benefits are extended to include skills development
   programmes they receive throughout the year on horse care, farrier
   training and monthly race meetings.
 Dundee     community     through    procurement        of    services         for
   infrastructure, hospitality, accommodation and other services.
 Local business establishments such as shops, banks, petrol outlets
   are expected to make huge sales during the event.
 About 500 jobs are expected to be created during this prime event.

7. DUNDEE JULY FEATURES

   The event is hosted over three days.
 Day 1 : 19 July 2018
   Will open with different stalls for fashion, crafts, food and horse
   racing products/ souvenirs. Private partners will also be allowed to
   showcase their products.
 Day 2 : 20 July 2018
   will kick start with a full colourful street carnival showcasing race
   horses, traditional clothing, fashion displays, bikers, and music.

                                            2018 DUNDEE JULY CONCEPT DOCUMENT    7

Prerace parties are also organized in different venues around town
   in the evening.
 Day 3 : 21 July 2018
   This is the main race day featuring 8 races including women race;
   two of these are high profile international races. The day also
   features   choreographed      fashion,   featuring       upcoming         and
   professional designers, music, dance and wide range of hospitality
   experience. The fashion show is coordinated by KZN Fashion
   Council.
 Private hospitality/corporate marquees will be featured, booking of
   stands is done well in advance. In the 2018 edition corporate
   hospitality marquees are expected to host private guests and the
   public and they are expected to record profit.
 The Dundee musical experience take place after the last main race
   and features some of the SA top musicians and DJs. This year it will
   be hosted in a controlled area demarcated for the general public,
   VIP’s and VVIP’s. Tickets will be on sale for those wishing to attend.
 Build-up events starting with road shows across targeted areas in
   the Province.
 Fashion pop up stores/ information centres will set up for the
   Dundee July in targeted establishment.

                                             2018 DUNDEE JULY CONCEPT DOCUMENT   8

8. FUNDING AND SPONSORSHIP

 Government is currently responsible for providing most of the
   funding      in   collaboration   with   Endumeni       and      UMzinyathi
   municipalities.
 The previous / current major partners include Gold Circle, Village
   Events, Coastal Horse Care Unit, IThala Bank, Hollywood Bets,
   Orange Grove Dairy, Isolezwe, UKhozi FM/ SABC, KZN Fashion
   Council, KZN Liquor Board, KZN Gaming and Betting, Municipalities
   and other Provincial Departments.
 A great opportunity exists for private sector investment looking into
  future potential of this venture.

9. INVESTMENT OPPORTUNITIES
 A solid foundation has been laid on this venture in areas such as
 infrastructure, skills development, financing, partnerships and
 hospitality.

Partners can expect the following:
  Sustain partnership with government.

  A highly visible programme with a strong track record of 13 years.

  Brand media exposure – both locally and nationally.

                                              2018 DUNDEE JULY CONCEPT DOCUMENT   9

 Impact on community development.

       Creating national and international links.

  A potential future industry.

10.     LOGISTICS

      The event logistics are taken care of by an experienced LOC made up
      of Government, private sector partners, specialist horse racing
      partners and support organizations.        Logistics are handled by
      subcommittees, and these include:

       Transport and Accommodation committee.

       Infrastructure set up committee.

       Race Technical committee

       Communication and Marketing committee.

       Protocol committee.

       Entertainment and Fashion committee.

       Private Hospitality committee

       Small businesses and commercial committee.

                                                2018 DUNDEE JULY CONCEPT DOCUMENT   10

 Finance and Funding committee.

       Marketing, marketing and sponsorship committee.

       safety and security committee.

       In attending to logistical issues, minimum standards are adhered
         to in line with the Sport and Recreation Act and other relevant
         legislation.

11.     MARKETING AND COMMUNICATION

The project will be publicized through various media:
   Paid mass print media both locally and nationally.

   Media broadcast- both TV and radio, local and national

   Social media – Facebook, Twitter, You Tube, Insta Gram and
        Dundee July website and private partners platforms.

   Local institutions are also used to disseminate information, e.g.
        schools.

   Local programmes such as Izimbizo, Sukuma Sakhe are also used
        as medium to disseminate information.

                                             2018 DUNDEE JULY CONCEPT DOCUMENT   11

12.       PROTOCOLS

      Protocols that are observed during the event include:
           Invitations circulations and confirmations.

           Seating arrangements.

           Speakers profile and briefings.

           This area is handled by a well-experienced team.

13.       SECURITY AND EMERGENCY SERVICES

       Organizers adhere to the Sport and Recreation Act of 1998, Sport
          and Recreation events act of 2010 and other legislation in
          developing security and emergency plan.
       SAPS provide leadership and guidance in this regard.
       Support agencies include disaster management, traffic, medical
          services.
       Private security is also sourced to manage crowds, traffic flow and
          securing parking areas.
       Appointment of the event safety officer.
       Insurance is also provided to cover both jockeys and the public.
       Fencing of the perimeters and provide lighting to improve security
          measure.

                                                 2018 DUNDEE JULY CONCEPT DOCUMENT   12

14.   LEGISLATIVE CONSIDERATIONS
Constitutional Mandates
 Constitution of the Republic of South Africa Act, No. 108 of 1996,
  Schedule 5.
 The Bill of Rights is a cornerstone of democracy in South Africa. It
  enshrines the rights of all people in our country and affirms the
  democratic values of human dignity, equality and freedom and
  focuses especially on equality, freedom of association, labour
  relations, sport and recreation and administrative action (basic
  values/ principles and the public service).

Legislative Mandates
The Department is responsible for the promotion and development of
sport and recreation in KwaZulu-Natal. The responsibilities of the
Department are mandated in terms of the following Acts:
The National Sport and Recreation Act, 1998 (Act 110 of 1998)
The National Sport and Recreation Act, 1998 (Act 110 of 1998) which
provided for the promotion and development of sport and recreation
and the co-ordination of the relationships between the key
stakeholders to promote equity and democracy was amended by the
National Sport and Recreation Amendment Act 18 of 2007. This Act
was accented to on 12 November 2007.

The National Sport and Recreation Amendment Act (No. 18 of 2007)

                                           2018 DUNDEE JULY CONCEPT DOCUMENT   13

The National Sport and Recreation Amendment Act makes provision for
the promotion and development of sport and recreation and the co-
ordination of the relationships between Sport and Recreation South
Africa and the Sport Confederation (SASCOC), national federations and
other agencies. In relation to high performance sport, a government
ministry, department, province or local authority may consult with the
Sports Confederation.

The White Paper on Sport and Recreation (Revised)
The first White Paper on Sport and Recreation was released in 1996 by
the democratic state of the Republic of South Africa as an instrument to
repeal ‘existing racial policies and separate development’ and usher in a
united, non-racial, non-sexist, democratic and prosperous sport system.

Safety at Sports and Recreational Events Act (No. 2 of 2010)
The Safety at Sports and Recreational Events Act (No. 2 of 2010) lays
down legislation that affects all bodies that stage events whether they
are municipal or local government institutions, controlling sport bodies
or private sponsoring organizations. The Act lays down a regime
covering how organizing bodies should deal with, and be responsible
for major sport and recreational events and provides an authority to
register and allow any event to take place. The Act deals with such
issues as security, crowd control, communications and access to stadia
both by vehicles and spectators. The legislation applies to events staged
throughout the country.

                                            2018 DUNDEE JULY CONCEPT DOCUMENT   14

Other Legislation:
 Bidding and Hosting of International Sport and Recreational Events
  Regulations, 2010.
 Fitness Industry Bill, 2013.
 Funding of Sport or Recreational Bodies Regulations.
 KwaZulu-Natal Provincial Supply Chain Management Policy
  Framework (2006).
 Labour Relations Act, 1995 (Act No. 66 of 1995).
 Preferential Procurement Policy Framework Act, 2000 (Act. NO. 5 of
  2000).

 Public Finance Management Act, 1999 (Act No. 1 of 1999, as
  amended) and Treasury Regulations.
 Public Service Act, 1994 (Act No. 103 of 1994).
 Recognition of Sport and Recreation Bodies Regulations, 2010.
 Safety at Sport and Recreational Events (SASREA) Regulations.
 South African Combat Sport Bill, 2013.
 The South African Institute for Drug-Free Sport Act, 1997 (Act No 10
  of 1997, as amended).

15.   FUTURE PLANS:

 Establishment of a Dundee Equine Research and Training Academy in
  Dundee and use Coastal Horse Care Unit as a satellite academy.
 Building of similar high profile events in all districts such as Harry
  Gwala    Summer     Cup,    UMzimkhulu      Horse       Racing       festival,

                                            2018 DUNDEE JULY CONCEPT DOCUMENT   15

Willowfountain Horse Racing festival, Nkandla May and UThukela
  festival being supported by the Department.
 Positioning the project as one of the main contributors to the local
  economy and job creation.
 Improvement of Dundee Racing facilities.
 To ensure that the event is self-sustainable.
 Extending the project to the rest of SADEC countries and create links
  with BRICKS countries.
 Licensing of the Dundee race track to stage regular races.
 Interdepartmental collaboration.
 Private sector investment
 Self-sustainable event
 Appointment of an Events Company.
 Radical economic transformation.
 Ensuring greater participation in the event

Enquiries: Mr. M N Mthembu (DSR) – 083 5287911
           Mr. S Mbonane (DSR) – 073 057 0916

                                             2018 DUNDEE JULY CONCEPT DOCUMENT   16

CATEGORIES OF PARTNERSHIPS

1. NAMING RIGHTS

 A partner in this category enjoys naming rights to the event.
 This requires a minimum investment of R 3 million.

BENEFITS INCLUDE:

 Exclusive naming rights to the event.
 Exclusive branding opportunities.
 Wide ranging media coverage in all available platforms.
 Opportunity to host VVIP’S and VIP’S jointly with Provincial
  government.
 Prime spot to promote company products.
 Opportunity for the executives to present prizes for the top three
  races and to address the public/ guests.
 Involvement in buildup campaigns.

NOTES:

 Interested partner is expected to sign minimum three-years
  contract, subjected to annual review.
 The amount stated means direct cash injection to the project.

2. PLATINUM

    This is a 2nd tier of partnership to the event, and the minimum
    contribution of this category is R 500 000.00.

    BENEFITS INCLUDE:

                                              2018 DUNDEE JULY CONCEPT DOCUMENT   17

 Official partner for the event.
   Branding maximum exposure on race track and all areas.
   Mentions in all PR activities: interviews, press briefings,
    statements, posters and banners.
   Photo opportunities on the event.
   Address by representative during the event.
   18 VIP tickets and 10 VVIP tickets.
   Company products display stands around race track, VIP area and
    sales opportunity.

3. GOLD

  This is the 3rd tier with minimum contribution of R 300 000.00

  BENEFITS INCLUDE:

     Brand exposure in all venues and surroundings.
     Interviews during the event.
     Selected mentions in publicity material.
     Regular clips on screens.
     Brand exposure on promotional material, banners, posters.
     15 VIP and 5 VVIP tickets.
     Company product stand and sale opportunity.

4. SILVER

  This is the 4th tier with minimum contribution of R 200 000.00

                                           2018 DUNDEE JULY CONCEPT DOCUMENT   18

BENEFITS INCLUDE:

   Brand exposure in selected areas and venues.
   Brand exposure on selected promotional material.
   Interviews opportunity.
   Regular clips on screens.
   10 VIP tickets and 2 VVIP tickets.
   Company products stand and sales opportunity.

                                         2018 DUNDEE JULY CONCEPT DOCUMENT   19

2018 DUNDEE JULY CONCEPT DOCUMENT   20

2018 DUNDEE JULY CONCEPT DOCUMENT   21

2018 DUNDEE JULY CONCEPT DOCUMENT   22