Chris began his presentation by outlining the differences between the City’s Beautification Programme and its Decoration Programme for 2010, by comparing beautification to a home renovation and ‘spruce-up’, while Decoration could be compared to ‘opening up a spaza shop at your home and asking Coca Cola to erect a billboard on your premises and pay you for advertising’. As far as the Host City Decoration Programme was concerned, it was therefore his job to drive as much revenue as possible for the City of Cape Town.

Presentation

About the Speaker

Chris has recently been appointed as a consultant to the City of Cape Town’s 2010 team as the 2010 Marketing Manager, City of Cape Town. No stranger to high-profile, sponsored sporting events, he spent a number of years leading Octagon Sports Marketing as their Group Managing Director. Considered to be South Africa’s number one sponsorship and event marketing company, under Chris’s
leadership the company handled top events like the Coca-Cola Cup, and blue chip clients such as MTN, Engen and Old Mutual. Chris left Octagon a number of years ago to start his own consultancy and he addressed Forum members to explain not only the Host City Decoration Programme, but also the Host City Event Supporter Programme.

Presentation Summary

Chris began his presentation by outlining the differences between the City’s Beautification Programme and its Decoration Programme for 2010, by comparing beautification to a home renovation and ‘spruce-up’, while Decoration could be compared to ‘opening up a spaza shop at your home and asking Coca Cola to erect a billboard on your premises and pay you for advertising’. As far as the Host City Decoration Programme was concerned, it was therefore his job to drive as much revenue as possible for the City of
Cape Town.

Referring extensively to his PowerPoint Presentation, the following additional points were noted:

What happens after 2010 to the Green Point Stadium?

While Sail/Strade de France had been appointed as the official operators, what many Capetonians did not realize was that the City of Cape Town had a 30% share in the profits generated by the venue (after expenses and before tax) and it was therefore very much in the City’s interest to support the venue. Along with sporting events, other events could include everything from large-production stage shows (including opera and rock concerts) to international motors shows.

About the Final Draw

While the event to be held inside the CTICC would be controlled by FIFA, it was the City’s objective to work along with FIFA’s  marketing division to ensure that as many ‘visuals’ of Cape Town outside the venue were incorporated into the ‘collateral’ as the event was a major TV international TV opportunity for the city.

About Legacy Projects

The Host City would be looking to team up with as many other viable initiatives as possible, particularly during the period beginning January 2010 until the main events starting in June, in order to promote the city and the with it, the event. However, it was imperative that the initiatives be ones that could be longlasting, be sustainable beyond 2010 and be able to leave a legacy beyond 2010: this would be vital in encouraging communities to participate in 2010 and also to address many of the social issues faced by a
country such as ours.

2010 Marketing Plan

In many ways, explained Chris, the City has had to rethink its approach to attracting sponsorships: it’s initial intention had been to put out tenders and it soon realized that sponsors do not react well to this process as they first required the ‘facts & figures’, ie: around events themselves, what TV & other media exposure would be involved, etc. The City would now be approaching sponsorships in a totally new manner.

Host City Event Supporters

Elaborating on the Host City’s right to stage Host City Events, Chris noted that these should be across a broad spectrum of sport, culture, and tourism events, and that they would hopefully in turn attract a broad spectrum of what FIFA refers to as Host City Supporters – opening up economic opportunities to as many entities as possible. There was therefore now a broad push from his department to find as may suitable events as possible to add on to the ‘Host City Calendar’. He encouraged interested participants to
think creatively. For example, a TV production company could look at a proposal that might appeal to a potential sponsor and deal with Cape Town’s readiness to host 2010. With an idea such as this, Chris and his team would in particular be looking for proposals that allowed for content that could be utilized at a later stage for the international media and build-ups to the 2010 event. As he stressed in regards to the Host City programme: ‘It’s all about creating content for the media.’

Training of Informal Traders

Chris announced that his colleague with the City of Cape Town 2010 Office, Pam Naidoo, would in the future be coordinating a programme around training for informal traders leading up to 2010. The programme is scheduled to run from Jan to July 2009, and Chris noted that this would be an ideal programme for which to find a sponsor.

Host City Decoration Programme

Chris expanded on his presentation nothing that the consultant currently being sought (for appointment by end April) would be required to do an audit and survey during May and June of all potential sites to be used by the City of Cape Town. Thereafter another call would be put out for an agency to sell, produce, install and service the decoration programme for both the Final Draw (4 December) as well as for the 2010 event itself (from April to July, with all installations to be dismantled during August 2010).
He noted that to date there were only one or perhaps two other host cities in South Africa that were ‘already this far down the road to raising funds in this way for the City’.

For further information on the Host City Decoration Programme or Host City Event Supporters programme,
please contact Chris Bruwer , 2010 Marketing Manager, City of Cape Town at Chris.Bruwer@capetown.gov.za

Q&A Session:

Who do we contact about the training programme for informal traders?

For more information, please contact Pam Naidoo (email Pam.Naidoo@capetown.gov.za or telephone 021 401 4009.

Who is in charge of the stadium?

From the City of Cape Town’s side, it is Dave Hugo. The stadium will be handed over officially to the new operator from 14 December onwards. This is a consortium between the international company Stade de France and South Africa local sports management company, the Sail Group Ltd. Their Cape Town Office (based in Newlands) can be contacted at 021 659 8060. For more information on the Sail Group Ltd, please see www.sail.co.za

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2. City’s Youth Environmental School to Host Arbor Day Programme
3. “Touch the Earth lightly” says Host City Cape Town Green Goal 2010 Expo
4. Host City Cape Town Fan Walk a huge success
5. Join the Host City Cape Town Fan Walk on Saturday 3 July