Port Elizabeth is champing at the bit ahead of the the third leg of the 2013/14 International Rugby Board’s (IRB) World Sevens Series which brings a fast-paced rugby spectacle to the NMB Stadium on 7 and 8 December 2013.
Nelson Mandela Bay Tourism (NMBT) and the Nelson Mandela Bay Stadium this week touted the economic value of the event, the “honour of being the South Africa city which is privileged to host the event” and the importance of it for brand and destination promotion.
“This is definitely a time to harness the opportunity to showcase the city’s potential for family and sports activities, as we look forward to sharing a warm Nelson Mandela Bay welcome with players and spectators,” said NMBT chief executive, Mandlakazi Skefile.
The iconic Nelson Mandela Bay Stadium is an influential asset and draw card for the destination in its ability to host world class events such as the Cell C Nelson Mandela Bay 7s tournament.
Collaborations amongst all stakeholders are crucial to ensure that a world class event is delivered. “Over the next few weeks and days planning and preparation will move into overdrive as we embark upon the implementation phase to ensure that every aspect of the groundwork is carried out in the finest detail,” said Rian Oberholzer, MD of Access Management.
According to NMBT, unique events such as the Sevens bring about an influx of visitors to the city’s many tourist attractions and activities. NMBT has ensured its readiness for the event by creating the Rugby 7’s Pass packages. The packages include discount accommodation rates, car rental and as well as free or discounted entry into a variety of attractions and activities. To top it off, tickets to the Sevens tournament are also included.
“The packages are a tool developed to market the destination as accessible, extend the visitor’s stay and to provide an unforgettable experience which will ensure return visits and a growth in tourism numbers,” said Skefile. Guest Houses, Hotels and Accommodation establishments all directly benefit from the 7’s weekend.
The action-packed Sevens tournament in being hosted for the third time since Nelson Mandela Bay was appointed as the host venue in 2011. An impact study undertaken by Grant Thornton during the event in 2012 reflects a positive outcome for the destination.
The total direct, indirect and induced economic impact of the IRB Sevens Tournament last year was an estimated R154.5-million, of which R17.3-million flowed to low income households.
“Big events are a crucible for catalytic growth, both in brand image through media exposure and in capacity to host further big events,” said Skefile. “Each time the city successfully hosts a spectacular event, the kudos go up and we are better placed to host similar and bigger events. This makes the city more attractive to event organisers and the people of the city continue to benefit from the multipliers that roll into the economy.”
City stakeholders have indicated their readiness to “attractively brand the city and event”. “Intangible benefits, such as media coverage, can translate into an inflow of capital and increased destination attractiveness,” added Skefile.
During the 2012 Sevens in Nelson Mandela Bay received “significant” exposure through national and international television and print, online and broadcast media coverage of the two-day event.
Media monitoring service, Newsclip indicates that the advertising value equivalent of the coverage was close to R13.4-million, excluding coverage on local television networks and all international media coverage.
“These figures are no small matter and go a long way to putting our city on the map and a sporting and events Mecca, which we most certainly are. The Sevens, and other events of this magnitude, are critically important, but without the public’s active participation and endorsement, we are not able to continue leveraging on brand pull for local economic development.”
Nelson Mandela Bay is ready to kick off the 48-hours of non-stop action. Grab your NMB Rugby 7s pass package and tickets to enjoy an action packed summer at the NMB Stadium and surrounding attractions, added Skefile.
Trish “Bubba” Difford, “retired” owner of Jet Travel, and newly crowned celeb and finalist of the television show, Come Dine With Me, likes a good dish on a regular day, but is looking forward to the “dishy offerings the field will offer” on game days, Saturday and Sunday December 7 and 8. “I love Sevens because it’s quick and exciting, there is no time to get bored and it’s all about the fun, vibe and dressing up. Really, it’s a fun two days spent watching a sport every South African loves. And just maybe I might find my best dish yet, not in the kitchen, but on the field.”
Local songstress, front woman of VuDu Jazz Band, and Bay TV Eye On Art, Sisanda Myataza, said she was a Sevens rugby “first timer”. “I’m very excited, it’s wonderful for PE to host such an awesome event. I can’t wait for us to showcase our warm friendliness and to share the stands with people from all over, united by the love of rugby.”
Chief executive of Nelson Mandela Bay Tourism, Mandlakazi Skefile, will be at the Cell C Nelson Mandela Bay Sevens in full force, saying that it is a “spectacular” event that needs to be retained in the city. “Wow, we looking forward to a spectacular, fast-paced event that is a full menu of fun. We are also hoping visitors will explore Nelson Mandela Bay beyond the rugby field.”
Alan Straton
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