SPM funding a boost for brand #Stellenbosch

Some of the SPM and Stellenbosch 360 Board members who attended the AGM were from left at the back: Hildegard Kidd, Craig Seamn (chairperson), Elsbeth Verhoeven, Annemien Kotze, Riël Meynhardt and Jan Scannell. Sitting in front, from the left are Sias Mostert, Lize Grobbelaar, Annemarie Ferns, Margie Potgieter and Daniël Lutz.

Modest beginning

From modest beginnings in 2010/2011 when only R116,132 was obtained from levies raised by members, last year’s amount increased to R733,000. The SPM grew from only four founder supporters to the 35 present members who all decided to obtain their 1% tourism levy contribution from their guests and to pay it over to SPM.

Craig Seaman, Chairman of SPM, emphasised that the tourism levy has been the key element in enabling Stellenbosch 360 to market Stellenbosch as a top national and international tourist destination and to initiate essential initiatives such as global trade visits and to develop Stellenbosch also as a major conferencing and business tourism destination.

From left: Annemien Kotze of Bonne Esperance Guest House, Lise Grobbelaar of Babylonstoren and Hildegard Kidd of Individual Tours enjoying the hospitality of Life & Leisure Guest House at the SPM’s AGM.

Highlights

In her address at the AGM, Annemarie Ferns, CEO of Stellenbosch 360, said that the funding by SPM was essential for Stellenbosch tourism and enabled them to undertake and execute various activities for which no monies would have been available otherwise.

USA Trade Visits

“SPM made it possible for us to present brand #Stellenbosch as a preferred global tourist destination to amongst others almost 400 American tour delegates and agencies specialising in tourism to the African continent. We were guests in 2015 and 2016 respectively at the APTA Conferences on the USA West and East Coasts (APTA is the Association for Promotion of Tourism to Africa). I consider this a breakthrough of which we are already reaping meaningful benefits.”

Business Tourism Indaba

Ferns added: “SPM’s funding of the very successful first Stellenbosch Business Tourism Indaba in June, attended by some by 200 delegates and media, was another breakthrough and highlight of the year. Furthermore, the subsequent series of the Business Tourism ‘Aandklas’ Master Classes we presented to the public for free, was also made possible by SPM.”

#lovingStellenbosch campaign

Members were also informed about another of Stellenbosch 360’s projects funded by SPM, namely the new #lovingStellenbosch marketing campaign launched at the Stellenbosch 360 AGM on 7 September. The immediate global impact and success of the first video of this new initiative had already achieved 77,000+ video views and a reach of almost 257,000.

#NewCampaign: Building brand Stellenbosch with #lovingStellenbosch tourism campaign

11 Sep 2017

Appeal to tourism role-players

Craig Seaman concluded the AGM by stating: “We welcome our latest SPM members including Babylonstoren as our first five-star rated hotel, The Jordan Suites and Baruch Guest House for joining our ranks. However, I appeal to and trust that an increasing number of loyal tourism roleplayers in Stellenbosch and surrounds will follow suit and join the SPM. More members will enable us to generate sufficient funds for a dynamic and viable long-term multilevel marketing campaign promoting our exceptional town and all its offerings to holiday, business and other travellers globally. To implement the tourism levy requires little effort, yet it makes an enormous difference to the scope of the marketing we can afford for Stellenbosch and to give us a competitive advantage.”