PLETT TOURISM 2019 AGM REPORTBACK
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PLETT TOURISM 2019 AGM REPORTBACK
We sell Plett to different people: travellers, tour operators,
media, social media, government agencies – in different ways.
PLETT With one objective: to bring more people to Plett.
TOURISM
So they spend more money.
And we create more jobs – and a better life for all Plett
2019 people.
Plett destination marketing & destination management
Grow tourism & address seasonality
OUR To be a PREMIUM leisure and adventure destination
Manage our destination
MISSION Protect and harness our MANMADE and NATURAL ENVIRONMENT
Create employment
Build a transformed, INCLUSIVE ECONOMY which provides opportunity
CLEAR. to all (align stakeholders > Brand Plett)
CREDIBLE.
CERTAIN. Brand positioning | market visibility | product visibility
community tourism & community outreach
CONSISTENT.
Chairman of the board & CEO PETER WALLINGTON
Strategy and brand management Executive Chairman
Operational budget
IDP budget inputs CINDY WILSON-TROLLIP Manager LIZ PHILLIPS LORNA MACLEOD
Local, provincial & national gov Budget, office & operations Accountant & bookkeeping Advertising Sales
and stakeholder engagement Events & Festivals, Film office Fund Raising
Project research & development
Project & community development
Community tourism development
Destination management BM | WC | Wesgro | GRKK
and other stakeholder liaison
WHO’S
WHO & PATTY
BUTTERWORTH
BRENDON
MORRIS
JANET
MIDDLETON
WANDISILE
AFRIKA SEBEZO
EMILY POTGIETER THANDI
MABUKANE
ANDISIWE
ANDISIWE
NONKOSANA
NONKOSNA
WHAT Trade & Travel Web Social Media Articles Information Information General office
WE DO Legacy media
PT magazine
development &
design
Webmaster
campaign
design &
curation
Blog
Kwano
Conversations
office
Brochure
management
office
Membership
Community
admin
Calendar
Event approval
Public relations Facebook
Mailer mediation General admin desk Visitor stats
B2B & TTrade management Twitter
newsletters
Email support Instagram
Membership
Newsletters
Blog & articles
Commission Outsourced Fulltime
• Visitor and traveler engagement and information
• Bookings and advice
• Brochure management
• Visitor statistics
• Community Desk
INFORMATION In the last 2 months 54 people Visitor stats Jul ‘18 to Jun ‘19
OFFICE used the Community Desk.
Amongst others: Total 4547
South Africa 2113
Walk & Explore Tours Germany 623
Green & Fresh Adventures UK 278
The Bitou Boxing Academy Ireland 141
Shine Away Tours Argentina 115
Third World Artist Studio
Small Town Family Entertainment Busiest months:
Mbulelo Bossiesgif Tshisa Nyama January 508
The Plett Voice March 405
April 410
Based on BM data,
Eden data, Inca, PT survey, PT
intvus + assumptions 2016/7/8
THE
LANDSCAPE
50% occupancy
±230 establishments 195,000 guests
And private s/c at BI in 2015 75,000 visitors to Robberg
houses
45 wine 240,000
9,500 labels, 18 visitors Festivals,
2.4bn direct tourism 3,000- beds ±112 ±100 food estates, p/a to R400,000, events,
economy 4,000 jobs activities and drink 250,000 three 000 in media and
1,400,000 places wages marketing
bed nights bottles animal
sold attractions
± 48,000 visitors in season 150,000 visitors to wine estates
± 295,000 bed-nights 10 employed 2005; >110 2017
107% of GVA of R2,2b – and that is direct
measurement – much of the R2,2b is a result of
the direct tourism economy
Plett Summer Festival in Plett Wine & Bubbly Plett Arts Festival in June, Plett High Five in
December. Plett premium Festival in March, offering slowly but steadily September – introducing
leisure visitors gather for a window to the wine and increasing show selection an adventure festival to
endless beach days, polo other agri industry, has and audience figures, springboard Plett
and winelands lunches. resulted in exponential incorporating Plett Winter activities, encouraging a
Time with family, sun and growth in visitors and School for upskilling and 3-day stay to max out the
ocean games, sunset soirees weekenders to the Plett arts workshops. adventure experience.
and music that never ends. Winelands throughout the
year.
The 4 pillars of Plett destination marketing | 4 seasons and 4 anc hor festivals
PLETT TOURISM EVENTS
▪ Plett Wine & Bubbly Festival. Cancellation cost the town R10M
▪ Plett Arts Festival. On cancellation was taken on by the Plett art community
▪ Plett High Five. Launch in September. 31 activities are participating
▪ Plett Summer. Rage, international events, music and nature sport.
PT EVENTS
event approvals were facilitated by PT according to the National Events Act. calendar events
which create casual jobs during the year.
LEGACY MEDIA
• Networking with independent magazine journalists
• Hosting of national and international travel writers to Plett
• Algoa FM winter specials campaign
• 4 quarterly Plett magazines
• Press releases on major events and Plett news
WEBSITE & PLETTtube
PT • Updated daily with all information for travelers to Plett
• Comprehensive accommodation, restaurant, activity and event listings
MARKETING • Complete redesign and soon to be fully mobile friendly
• Plett Videos
SOCIAL MEDIA
• Dedicated manager for Facebook, Twitter and Instagram
• Telling Plett stories
• Campaign design around events and the 4 Plett marketing pillars
• Selected co-hosting of events
BLOG
• Stories in and around Plett
• Plett at other national festivals, workshops and events
NEWSLETTERS
• General newsletter
• Trade & Travel news to tour operator database
• B2B newsletter to tourism businesses
• Plett Adventure Chronicles to targeted database
• Plett Weekly Sips to targeted database
TRADE & TRAVEL
• WTM World Travel Market in Cape Town
• FAM trips hosting journalists and tours operators to Plett
PT • Selected influencers targeted for lifestyle, family & adventure travel
• Close relationships with Wesgro, GRKK and SATSA to access their travel networks
MARKETING • Support literature, videos & collateral for products to international roadshows
• Support material to Lifestyle Adventure Travel Show in the Cape Winelands
EVENTS
• Plett Wine & Bubbly Festival
• Plett Arts Festival
• Plett Summer Festival
• Plett High Five
• Plett Adventure Racing Team
• Conversations in Kwano
The people of Plett, the lifestyle & culture, the great outdoors & adventure. The destination.• FAM Trips with SAT, Wesgro and GR&KK: 60 itineraries since 2014
• Getaway Show 2017 & 2018
• Indaba 2016 & 2017
• SAT European Roadshow 2017 & 2018
• SAT India Roadshow 2017 & 2018
• The Wine Show Port Elizabeth 2015 & 2016 & 2019
•
TRADE &
The Wine Show Sandton 2015
• WTM Africa 2015, 2016, 2017, 2018 & 2019
TRAVEL 2500+ Inbound Tour
Operators and Travel
IN QUICK Agents, mainly Dutch,
Nordic, UK and German
REVIEW
are subscribed to the
quarterly Plett Tourism
Business Briefs, started in
2016.
1500+ of these have had
personal engagements with
either a Plett Tourism
consultant or representative.TOUR OPERATOR SURVEY 910 tour operators received the Plett Tourism survey, 86 responded in November 2018. A full report is available
PLETT
TOURISM
WEB STATS
VISITORS
PER MONTH
1 5 0 v i s i tors p e r d ay i n N o v 2 0 1 3 | 5 4 2 v i s i tors p e r d ay i n No v 2 0 1 8
1 3 0 v i s i tors p e r d ay i n Ju l y 2 0 1 3 | 3 3 0 v i s i tors p e r d ay i n Ju l y 2 0 1 9PLETT
TOURISM
WEB STATS
DEC 2013
DEC 2018
31,108 visits over season in 2018/19 compared to 6,275 visits
over season in 2013/14. This is an increase of 395%Email database of double the addresses 3 years ago.
We have mailed newsletters in the last 5 years – an avr of 3 per month.
PT Most recent newsletter had unique opens, and total opens.
DATABASE website visits over season in 2018, a increase on 2013.
& SOME articles on the website and from other sources, plus videos
NUMBERS Plett Tourism website listings:
Accommodation establishments = Activities =
Restaurants = Events = published to date.▪ Campaign design and advertising
▪ Content generation - Plett stories
▪ Curation of event social media activity
▪ Media kits for partners in projects and events
PT SOCIAL ▪ Engagement with and co-ordination of media influencers
MEDIA Plett’s online community has grown from to in five years
COMMUNITY 2019 2018 2017
GROWTH FACEBOOK
TWITTER
INSTAGRAM
13,334
5,287
6,067
11,127
4,600
4,778
7,233
4,215
4,115
@plettitsafeeling #plettadventure #plettwinelandstweets and Instagram posts.
Plett stories that have been shared on Facebook
PT SOCIAL Across all three platforms an overall average reach of per
MEDIA month
IN Video views on Facebook and on Instagram,
NUMBERS On Youtube Plett videos have been viewed times
Over stories about Plett have gone out in the published
newsletters▪ Developing Plett Tourism people / Internships / Training courses
▪ Transformation in story telling and brand building
ONE PLETT ▪
▪
Transformation through product and experience development
Transformation through partnering with PDI entrepreneurs
ECONOMY ▪ Transformation through supporting community projects
Projects waiting for feasibility studies and finance
REACH OUT ▪ Kwano Hub
DEVELOP ▪
▪
▪
Kranshoek Project
Kwano Vines and Cultural Centre
Robberg Bridge
TRANSFORM
community projects and events were assisted by Plett Tourism in 2018/19Revenue 2019 2018
Bitou 4,000,000 3,200,000
Other - subs, advertising, sponsorships, ticket sales 1,024.870 2,563,000*
5,334,871,58 5,777,000
Expenses 2019 2018
FINANCE Office
Community
2,219,833
938,002
1,920,000
774,000
Tourism & travel 102,073 75,000
Plett Tourism
Festivals & events Review and strategy
447,076 2,281,000
February 2016
Product develop 15,000 101,000
Media 1,503,662 612,000
5,225,361 5,763,000
* Includes R900,000 sponsorship for the Plett Wine & Bubbly Festival from Bitou
Municipality after existing sponsor withdrewOperating budget ex-BM
4,500,000.00
4,000,000.00
3,500,000.00
3,000,000.00
2,500,000.00
BUDGETS 2,000,000.00
1,500,000.00
1,000,000.00
500,000.00
-
2014 2015 2016 2017 2018 2019
The 2020 budget for the Plett Tourism Association has been culled to R2,000,000. A new tourism post has been
created within the Bitou Municipality LED department and all event and develop budgets now reside there.An engagement process was underway with BM during the 2019 financial year
to reach a shared vision on Plett Tourism and its role in destination marketing
and developing tourism. The key desired outcomes from the Plett Tourism
Association were as follows:
▪ Purpose / intent / legitimacy – that PT is the recognised tourism
agency by BM, so PT can get on with its work, together with the BM
▪ Independence – to do what is right for tourism, not follow (changing)
THE COMING political agendas
▪ Funding certainty - a defined amount p/a - over a three year cycle –
YEAR 2020 so PT can plan and build and grow
▪ One tourism strategy and plan
▪ A cooperative relationship with Municipality where the interests of
Plett and its economy are paramount, where the right reporting and
strategy development processes are in place to ensure BM meets its
MFMA and other obligations
The by-law process was, however, not yet finalised by the end of the 2019 financial year.Does Plett build on it’s strengths,
protect its 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
WHERE contribution to the future direction
of our town.
FROM HEREThere are many to thank for their contribution to and support for Plett Tourism
during the past year which has been tough in many respects.
Very special thanks are due to the team on the ground who have shown up
and done their jobs remarkably and steadfastly.
As we stand here, the operational funds from the municipality for this year
THANK have not yet been received. Thank you to the members whose timely paid
fees have supported the staff this month.
YOU Our gratitude to Peter Wallington cannot be adequately expressed. His
absence has been sorely felt in the last 2 months. He has left a solid body of
knowledge, a work ethic we are proud of and a world view which has
inspired all of us who have had the privilege of working with him.
Plett has for the meanwhile lost a great champion, but perhaps and hopefully,
he will find another way to continue making his considerable contribution.IN ACCORDANCE WITH THE PLETT TOURISM ASSOCIATION CONSTITUTION: The following seats on the board are available for election by the members at the AGM. There are no seats in contention, so the board members are elected without a voting process. Hotels MJ Birch (The Plettenberg Hotel) Guest Houses Therry Wuethrich (Life Brands – The Grand Rooms) Self-Catering Nokuzola Kolwapi (Jabulani) Restaurants Nicola Ash (The Fat Fish) Eco-Tourism Mark Brown (Nature’s Valley Trust) Activities Lara Mostert (SAASA – ML/BOE/Jukani) The following seats are by appointment, nominated by their representative organisations. This process is conducted by the incumbent board outside of the AGM. The appointment of board office bearers is also conducted by the board, outside of the AGM. The Business Chamber Duncan Brown Plettenberg Bay Crime Prevention Association TBC Bitou Municipality TBC Bitou Municipality TBC Community Representative TBC Community Representative TBC
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