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Knysna & Partners
AGM 2015
Naturally Knysna | Knysna & Partners AGM 2015 2	
  
2.62	
  nights	
  
Average stay in Knysna
According to data provided by a booking engine with
167 properties in Knysna &18 in Sedgefield:
Knysna is the best performer by volume in the Garden Route
Naturally Knysna | Knysna & Partners AGM 2015 3	
  
Number	
  5	
  in	
  Africa	
  
Top 25 Destinations in Africa
tripadvisor Traveller's Choice 2015
1 Marrakech, Morocco; 2 Cape Town Central;
3 Fes, Morocco; 4 Ukunda, Kenya; 5 Knysna
Naturally Knysna | Knysna & Partners AGM 2015 4	
  
A.	
  Objec8ves	
  
Knysna & Partners - custodian of Brand Knysna -
is mandated to market all sectors of the economy
	
  
•  Help existing events to grow
•  Develop new events; encourage business
events
•  Define an investment and trade promotion
strategy
•  Assist investors and entrepreneurs
Naturally Knysna | Knysna & Partners AGM 2015
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
6	
  
•  Establish a sound research and
development mechanism to inform
marketing & planning initiatives
•  Establish industry partnership programs
Naturally Knysna | Knysna & Partners AGM 2015
Naturally Knysna | Knysna & Partners AGM 2015 7	
  
B.	
  Brand	
  
management
Our N2 Billboards demonstrate how we align our
brand values to events, festivals and activities
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
8	
  Naturally Knysna | Knysna & Partners AGM 2015
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
9	
  
•  Our brand values align to principles in nature.
•  Each species is unique, occupies its own
niche, and brings its own, unique and globally
important value to the whole system.
•  But each species also adapts to optimise its
position within the system.
•  Our brand's key words encourage us to
operate with this same respect.
Naturally Knysna | Knysna & Partners AGM 2015
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
10	
  
Niche
Adapt
Optimise
Respect
Naturally Knysna | Knysna & Partners AGM 2015
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
11	
  Naturally Knysna | Knysna & Partners AGM 2015
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
12	
  Naturally Knysna | Knysna & Partners AGM 2015
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
13	
  Naturally Knysna | Knysna & Partners AGM 2015
Naturally Knysna | Knysna & Partners AGM 2015 14	
  
C.	
  Focus	
  
We achieve our strategic objectives by
focussing on our key points
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
15	
  
•  Define Knysna’s niche within the theme of
Heritage & Culture
•  Stimulate business by reviving Knysna’s
unique Timber Heritage
•  Develop Knysna’s unique selling
proposition as South Africa’s Trail Town
Naturally Knysna | Knysna & Partners AGM 2015
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
16	
  
•  Enhance both artisanal skills and visitor
experiences by developing our
Cittaslow programme
•  Leverage opportunities within niche areas
through our Events & Festivals
•  Synchronise local economic efforts
through the creation and development of
representative groups (forums)
Naturally Knysna | Knysna & Partners AGM 2015
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
17	
  
•  Drive	
  key	
  messages	
  to	
  niche	
  markets:	
  
#Knys1	
  
#KnysnaMade	
  
#TrailTownSA	
  
#SlowTown	
  
#PinkFootFwd	
  
#ArtFestKnysna	
  
Naturally Knysna | Knysna & Partners AGM 2015
Naturally Knysna | Knysna & Partners AGM 2015 18	
  
D.	
  Projects	
  
Our projects feed into our themes and campaigns
to enhance Knysna’s product offering
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
19	
  
•  Develop a Timber Route to enhance
Knysna’s timber heritage and stimulate
artisanal production
•  Develop a Heritage Route (Phase 1:
Pledge Nature Reserve & the Old Gaol)
•  Grow Knysna’s following amongst trail
enthusiasts by inspiring the development
of World-class Trails
Naturally Knysna | Knysna & Partners AGM 2015
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
20	
  
•  Develop a Slow Route to encourage the
development of Cittaslow products and
experiences
•  Develop #KnysnaMade to leverage the
value of products manufactured in our
town
Naturally Knysna | Knysna & Partners AGM 2015
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
21	
  
Marketing collateral
visitknysna.co.za
Videos
Electronic brochures
Find It Knysna
Knysna Magazine
Knysna App
Naturally Knysna | Knysna & Partners AGM 2015
Naturally Knysna | Knysna & Partners AGM 2015 22	
  
E.	
  Results	
  
Are	
  we	
  achieving	
  our	
  objecIves?	
  
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
23	
  
Niche markets
•  Adventure & outdoors
•  Timber Heritage
•  Pink market
•  Events & festivals
–  Motoring & classic cars
–  Lifestyle & sport (PnP Knysna Oyster Festival)
–  Cycling & running
–  Heritage & culture
–  Timber
Naturally Knysna | Knysna & Partners AGM 2015
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
24	
  Naturally Knysna | Knysna & Partners AGM 2015
R1,953,000.00	
  
R729,000.00	
  R956,027.00	
  R575,000.00	
  
R3,400,000.00	
  
	
  	
  	
  	
  
Pink	
  Loerie	
  
Timber	
  FesIval	
  2015	
  	
  
Working	
  with	
  Wood	
  2014	
  
K&P	
  July/August	
  2015	
  	
  
Mr.	
  Gay	
  World	
  
Print media
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
25	
  Naturally Knysna | Knysna & Partners AGM 2015
1	
  October	
  2015	
  
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
26	
  Naturally Knysna | Knysna & Partners AGM 2015
School	
  sports	
  promo8ons	
  
•  15,000	
  Bed	
  nights	
  per	
  annum!	
  
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
27	
  
Schools	
  events	
  
•  A	
  further	
  25%	
  of	
  bed	
  nights	
  are	
  sold	
  to	
  adults	
  
•  Average	
  spend	
  per	
  family	
  =	
  R	
  3,000	
  per	
  day	
  
•  Families	
  spend	
  R	
  11.25	
  m	
  	
  
Naturally Knysna | Knysna & Partners AGM 2015
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
28	
  Naturally Knysna | Knysna & Partners AGM 2015
September	
  2015	
  Schools	
  Cricket	
  Fes8val	
  
•  Average	
  stay	
  
3%	
  
65%	
  
5%	
  
8%	
  
10%	
  
10%	
  
0	
   20	
   40	
   60	
   80	
  
2	
  nights	
  
3	
  nights	
  
4	
  nights	
  
6	
  nights	
  
7	
  nights	
  
9	
  nights	
  
DistribuIon	
  
48	
  countries	
  
NUE	
  MTB	
  
16	
  events	
  
NUE	
  SA	
  
Trade	
  shows	
  
4	
  x	
  Europe;	
  3x	
  US	
  
convert	
  
160km	
  Trail	
  	
  
Phase	
  1	
  CX	
  to	
  CA	
  
Trail	
  Stay	
  
Events	
  
Tour	
  de	
  Lente	
  
	
  
NUE	
  SA	
  
Case	
  study:	
  
Squirt	
  Products	
  
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
30	
  
Projects	
  procured:	
  
•  Wesgro’s	
  Iconic	
  Cycle	
  Trail	
  	
  
– R	
  2.6	
  million	
  for	
  Cycle	
  Knysna	
  in	
  Phase	
  1	
  
Naturally Knysna | Knysna & Partners AGM 2015
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
31	
  
Events	
  procured:	
  
•  GEM	
  Adventure	
  -­‐	
  light	
  adventure	
  race	
  (March	
  
2016)	
  
•  Expedi8on	
  Africa	
  -­‐	
  elite,	
  world	
  series	
  
adventure	
  race	
  (May	
  2016)	
  
•  Func8onal	
  Fitness	
  -­‐	
  B2B	
  exhibiIon	
  &	
  
conference	
  (500	
  delegates,	
  August	
  2016)	
  
Naturally Knysna | Knysna & Partners AGM 2015
Naturally Knysna | Knysna & Partners AGM 2015 32	
  
F.	
  Partnerships	
  
Partnerships	
  sell	
  Knysna	
  as	
  a	
  lifestyle	
  desInaIon	
  
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
33	
  
Knysna	
  is	
  a	
  lifestyle	
  des8na8on:	
  
•  Investment	
  opportuniIes	
  
•  Schools	
  &	
  medical	
  care	
  
•  Infrastructure	
  &	
  accessibility	
  
•  Sports	
  &	
  recreaIon	
  
•  Wilderness	
  areas;	
  Garden	
  Route	
  NaIonal	
  Park	
  
•  Municipal	
  management	
  
Naturally Knysna | Knysna & Partners AGM 2015
Naturally	
  Knysna	
  |	
  Knysna	
  Tourism	
  2015	
  
AGM	
  
34	
  
Partnerships:	
  
•  Eden	
  District	
  Municipality	
  
•  Wesgro	
  
•  Private	
  sector	
  
Naturally Knysna | Knysna & Partners AGM 2015
www.visitknysna.co.za
1 October 2015

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Knysna & Partners AGM 2015

  • 2. Naturally Knysna | Knysna & Partners AGM 2015 2   2.62  nights   Average stay in Knysna According to data provided by a booking engine with 167 properties in Knysna &18 in Sedgefield: Knysna is the best performer by volume in the Garden Route
  • 3. Naturally Knysna | Knysna & Partners AGM 2015 3   Number  5  in  Africa   Top 25 Destinations in Africa tripadvisor Traveller's Choice 2015 1 Marrakech, Morocco; 2 Cape Town Central; 3 Fes, Morocco; 4 Ukunda, Kenya; 5 Knysna
  • 4. Naturally Knysna | Knysna & Partners AGM 2015 4   A.  Objec8ves   Knysna & Partners - custodian of Brand Knysna - is mandated to market all sectors of the economy  
  • 5. •  Help existing events to grow •  Develop new events; encourage business events •  Define an investment and trade promotion strategy •  Assist investors and entrepreneurs Naturally Knysna | Knysna & Partners AGM 2015
  • 6. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   6   •  Establish a sound research and development mechanism to inform marketing & planning initiatives •  Establish industry partnership programs Naturally Knysna | Knysna & Partners AGM 2015
  • 7. Naturally Knysna | Knysna & Partners AGM 2015 7   B.  Brand   management Our N2 Billboards demonstrate how we align our brand values to events, festivals and activities
  • 8. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   8  Naturally Knysna | Knysna & Partners AGM 2015
  • 9. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   9   •  Our brand values align to principles in nature. •  Each species is unique, occupies its own niche, and brings its own, unique and globally important value to the whole system. •  But each species also adapts to optimise its position within the system. •  Our brand's key words encourage us to operate with this same respect. Naturally Knysna | Knysna & Partners AGM 2015
  • 10. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   10   Niche Adapt Optimise Respect Naturally Knysna | Knysna & Partners AGM 2015
  • 11. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   11  Naturally Knysna | Knysna & Partners AGM 2015
  • 12. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   12  Naturally Knysna | Knysna & Partners AGM 2015
  • 13. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   13  Naturally Knysna | Knysna & Partners AGM 2015
  • 14. Naturally Knysna | Knysna & Partners AGM 2015 14   C.  Focus   We achieve our strategic objectives by focussing on our key points
  • 15. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   15   •  Define Knysna’s niche within the theme of Heritage & Culture •  Stimulate business by reviving Knysna’s unique Timber Heritage •  Develop Knysna’s unique selling proposition as South Africa’s Trail Town Naturally Knysna | Knysna & Partners AGM 2015
  • 16. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   16   •  Enhance both artisanal skills and visitor experiences by developing our Cittaslow programme •  Leverage opportunities within niche areas through our Events & Festivals •  Synchronise local economic efforts through the creation and development of representative groups (forums) Naturally Knysna | Knysna & Partners AGM 2015
  • 17. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   17   •  Drive  key  messages  to  niche  markets:   #Knys1   #KnysnaMade   #TrailTownSA   #SlowTown   #PinkFootFwd   #ArtFestKnysna   Naturally Knysna | Knysna & Partners AGM 2015
  • 18. Naturally Knysna | Knysna & Partners AGM 2015 18   D.  Projects   Our projects feed into our themes and campaigns to enhance Knysna’s product offering
  • 19. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   19   •  Develop a Timber Route to enhance Knysna’s timber heritage and stimulate artisanal production •  Develop a Heritage Route (Phase 1: Pledge Nature Reserve & the Old Gaol) •  Grow Knysna’s following amongst trail enthusiasts by inspiring the development of World-class Trails Naturally Knysna | Knysna & Partners AGM 2015
  • 20. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   20   •  Develop a Slow Route to encourage the development of Cittaslow products and experiences •  Develop #KnysnaMade to leverage the value of products manufactured in our town Naturally Knysna | Knysna & Partners AGM 2015
  • 21. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   21   Marketing collateral visitknysna.co.za Videos Electronic brochures Find It Knysna Knysna Magazine Knysna App Naturally Knysna | Knysna & Partners AGM 2015
  • 22. Naturally Knysna | Knysna & Partners AGM 2015 22   E.  Results   Are  we  achieving  our  objecIves?  
  • 23. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   23   Niche markets •  Adventure & outdoors •  Timber Heritage •  Pink market •  Events & festivals –  Motoring & classic cars –  Lifestyle & sport (PnP Knysna Oyster Festival) –  Cycling & running –  Heritage & culture –  Timber Naturally Knysna | Knysna & Partners AGM 2015
  • 24. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   24  Naturally Knysna | Knysna & Partners AGM 2015 R1,953,000.00   R729,000.00  R956,027.00  R575,000.00   R3,400,000.00           Pink  Loerie   Timber  FesIval  2015     Working  with  Wood  2014   K&P  July/August  2015     Mr.  Gay  World   Print media
  • 25. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   25  Naturally Knysna | Knysna & Partners AGM 2015 1  October  2015  
  • 26. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   26  Naturally Knysna | Knysna & Partners AGM 2015 School  sports  promo8ons   •  15,000  Bed  nights  per  annum!  
  • 27. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   27   Schools  events   •  A  further  25%  of  bed  nights  are  sold  to  adults   •  Average  spend  per  family  =  R  3,000  per  day   •  Families  spend  R  11.25  m     Naturally Knysna | Knysna & Partners AGM 2015
  • 28. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   28  Naturally Knysna | Knysna & Partners AGM 2015 September  2015  Schools  Cricket  Fes8val   •  Average  stay   3%   65%   5%   8%   10%   10%   0   20   40   60   80   2  nights   3  nights   4  nights   6  nights   7  nights   9  nights  
  • 29. DistribuIon   48  countries   NUE  MTB   16  events   NUE  SA   Trade  shows   4  x  Europe;  3x  US   convert   160km  Trail     Phase  1  CX  to  CA   Trail  Stay   Events   Tour  de  Lente     NUE  SA   Case  study:   Squirt  Products  
  • 30. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   30   Projects  procured:   •  Wesgro’s  Iconic  Cycle  Trail     – R  2.6  million  for  Cycle  Knysna  in  Phase  1   Naturally Knysna | Knysna & Partners AGM 2015
  • 31. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   31   Events  procured:   •  GEM  Adventure  -­‐  light  adventure  race  (March   2016)   •  Expedi8on  Africa  -­‐  elite,  world  series   adventure  race  (May  2016)   •  Func8onal  Fitness  -­‐  B2B  exhibiIon  &   conference  (500  delegates,  August  2016)   Naturally Knysna | Knysna & Partners AGM 2015
  • 32. Naturally Knysna | Knysna & Partners AGM 2015 32   F.  Partnerships   Partnerships  sell  Knysna  as  a  lifestyle  desInaIon  
  • 33. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   33   Knysna  is  a  lifestyle  des8na8on:   •  Investment  opportuniIes   •  Schools  &  medical  care   •  Infrastructure  &  accessibility   •  Sports  &  recreaIon   •  Wilderness  areas;  Garden  Route  NaIonal  Park   •  Municipal  management   Naturally Knysna | Knysna & Partners AGM 2015
  • 34. Naturally  Knysna  |  Knysna  Tourism  2015   AGM   34   Partnerships:   •  Eden  District  Municipality   •  Wesgro   •  Private  sector   Naturally Knysna | Knysna & Partners AGM 2015