Wayne Tifflin Karen Kohler Tourism KwaZulu-Natal September 2011

1. Vodacom Durban July 2011 Impact Assessment:Top Line Summary Report Wayne Tifflin Karen Kohler Tourism KwaZulu-Natal September 2011

2. Methodology • Face to face survey with a probability sample of 206 respondents. • Respondents systematically selected throughout the day of the event. • Secondary data: Gold Circle. • The event was held on the 2nd July 2011 • Limitations • Fieldworkers did not have access into the marquees where bets could be placed. Marquees account for a significant number of attendees.

3. Positive Highlights • There was an increase in the number visitors who stayed for 2 nights, compared to last year. • 98% of respondents were satisfied with information provided about the event. • The majority of respondents were of the view that the event was well marketed. • 99% of the visitors indicated that their experience was either good or excellent. • 95% of respondents indicated they would recommend the event to family and friends.

4. Nature of Vodacom Durban July Spectators There is not statistically significant change between 2010 and 2011.

5. Nature of Vodacom Durban July Spectators (cont’d) There is no statistically significant change between 2010 and 2011.

6. Spectator Estimate *provided by the organisers

7. Spend breakdown All A T-test of mean indicated a significant difference in the total mean spend between 2010 and 2011.

8. Spend breakdown Visitors Only A T-test of means indicated a significant increase in the total mean spend of visitors between 2010 and 2011.

9. Estimated Economic Impact Spectators Only Visitors: • Estimated N = 23 000 (50 000 x 46%) • Mean total spend: R4 257 • Std Deviation: R5 491 • Count: 90 • Std Error at 95% level of confidence spend between R3 108 and R5 408 • Estimated direct impact of spend of at least R71,476,576 and as much as R124,383,742 Residents: • Estimated N = 27 000 (50 000 x 54%) • Mean total spend: R1 213 • Count : 104 • Std Deviation : R1 157 • Std Error: Std Error at 95% level of confidence spend between R987 and R1 437 • Estimated direct impact spend of at least R26,668,319 and as much as R38,817,050

10. Estimated Economic Impact * Visitor spend only

11. Length of stay – Visitors There is no statistically significant change between 2010 and 2011.

12. Primary reason for visiting area where event is taking place? When comparing 2010 and 2011, a Z-test of two independent sample proportions indicated no statistically significant difference in the proportion of respondents whose primary reasons for visiting the area was the event.

13. Accommodation A Z-test of two independent sample proportions indicated that there was no statistically significant difference in the proportion of respondents who stayed with friends and relatives when comparing 2010 and 2011. The other variables could ot be tested due to the small cell size.

14. Transport to Event: All A Z-test of two independent sample proportions indicated no statistically significant different in the proportion of respondents that used private vehicles when comparing 2010 and 2011.

15. Influenced to attend? When comparing 2010 and 2011, a Z-test of two independent sample proportions indicated no significant difference in the use of word-of-mouth as an influence to attend the event.

16. Satisfied with information? • Areas of Dissatisfaction: • More signage needed A Z-test indicated a statistically significant increase in the number of respondents who were satisfied with information when comparing 2010 and 2011.

17. Satisfied with information? (cont’d)

18. Event Marketing Improvement Suggestions?

19. Attend again? A Z-test did not indicate a significant decrease in the respondents who would attend the event again.

20. Attend in previous years? There was no statistically significant difference when comparing 2010 and 2011 in terms of the attendance of the event in previous years.

21. Attend in previous years? (cont’d)

22. Experience rating A Z-test did not indicate a statistically significant increase when comparing 2010 and 2011, of respondents who rated the event excellent.

23. Experience rating

24. Recommend the event to family & friends?

25. Recommend the event to family & friends? ‘Yes’ - Reasons ‘No’ - Reasons A waste of money Not for young children • It’s a day out • It is a nice social event • Great for designers to get exposure • It is a fashion event • It is good for a family outing • It is awesome/terrific • Lovely event for young and the old • For the glamour and fashion • Great entertainment • A unique event

26. Images/Characteristics of KZN • Beach/sea/sand • Friendly/happy people • Beautiful/warm weather • Culture/cultural activities • Drakensberg • Holidays • King Shaka Zulu/ Zulu King • Mountains • Natural beauty • Moses Mabhida Stadium • Nightlife/party • Sun/summer • Wildlife • Diverse cultures • Tradition • Sugarcane fields • Animals • Durban July • Green Environment • Zulu culture/heritage

27. Mood/atmosphere • Laid back • Calm • Energetic • Exciting • Welcoming • Friendly • Fun • Holiday mood • Happy • Relaxed • Warm • Vibey/vibrant

28. Unique KZN Tourist Attractions Zululand Sibaya Casino St Lucia Suncoast Casino Valley of 1000 hills Oribi Gorge South Coast St. Lucia • Beach • Battlefields • Ballito • Drakensberg • North Coast • Durban/beachfront • Moses Mabhida Stadium • Florida Road • Gateway Shopping Mall • Hluhluwe Game Reserve • Midlands Meander • Ithala game reserve • uShaka Marine World • King Shaka International Airport

29. Familiar with TKZN slogan? A Z-test revealed no statistically significant difference in familiarity with the Zulu Kingdom slogan when comparing 2010 and 2011.

30. Familiar with TKZN slogan? (cont’d)

31. Associations – TKZN slogan:Core Mentions

32. Noted TKZN logo? A Z-test of two independent sample proportions indicated a statistically significant difference in the proportion of respondents who noted the Zulu Kingdom logo when comparing 2010 and 2011.

33. Noted TKZN logo? (cont’d)

34. Where TKZN logo noted?

35. Findings 1. A large proportion of respondents were local residents. This was consistent with the trend experienced in 2010. 2. With the event being in Durban the majority of respondents were from KZN followed by Gauteng. People are not willing to travel from other provinces for a one day event (see recommendations). There are low numbers of visitors from other provinces. 3. There was a significant increase in the spend of the respondents. This was reflected in the increase of respondents staying in hotels and the decrease in staying with VFR. 4. A Z-test of two independent sample proportion showed an increase in the proportion of respondents whose primary reason for visiting the areas was the event. 5. There was an increase in the visitors who stayed two nights. However fewer respondents stayed overnight compared to 2010.

36. Findings 6. The majority of respondents used private vehicles to attend the event. This included out of province respondents. This may be the reason why overnight visitors stayed 2 nights. They travel home the day after the event. 7. 98% of the respondents were satisfied with information provided about the event. The only area of dissatisfaction in terms of information were associated with the need for more signage . 8. In terms of suggestions to better market the event, the majority of respondents were of the view that it was already well marketed. Others were of the view that it still needed better/more TV coverage. 9. 83% of visitors and 86% of local residents said they would attend the event again. About 16% and 13% respectively did not know if they would attend again. 10. 28% of visitors and 29% of local residents were attending the event for the first time. Their experience at the event would likely have an impact on the undecided respondents to attend the event again.

37. Findings 11. In terms of experience, 98% of the respondents indicated that their experience was either good or excellent and 99% of the visitors indicate that their experience was either excellent or good. These experiences creates a good brand image of the event and testify to its success. 12. The beach is once again seen as an important attraction for KwaZulu- Natal. However, there are many other attractions including the Drakensberg, Gateway Shopping Mall, Florida Road and the Midlands Meander. The respondents at this event seem to, in addition to the popular attractions, indicate night life and urban tourism as attractions as well. 13. 95% of respondents indicated they would recommend the event to family and friends. • A large proportion (66%) of respondents were familiar with the TKZN slogan. A Z-test showed no statistical difference in familiarity with the slogan when comparing 2009 and 2010.

38. Findings 15. When compared to residents (74%), visitors (57%) were not familiar with the slogan. Visitors are defined as from outside the Durban area. This may suggest that more branding needs to be done in KwaZulu-Natal. 16. Respondents still associated the slogan mainly with Zulu history/culture/kings and only secondly with tourism/holidays. These seemed to be the dominant associations with the slogan followed by ‘TKZN/Tourism organization’. This is a trend that has been obvious since 2008. 17. 46% of the respondents noted the new logo. This level of noting is consistent with the overall noting of the new logo. Much of the noting took place through magazines and newspapers, the internet and at the airport. Perhaps some level of noting can be ascribed to a recognition linked to the South African flag rather than the TKZN logo.

39. Recommendations • The racecourse can only hold a certain number of people. Therefore it becomes important to get more people from other provinces attending the event. The Durban July needs to be a weekend experience to encourage this situation. • The organisers should consider a park and ride system for spectators, as this would reduce traffic congestion in the vicinity of the GreyvilleRcaecourse. • In relation to the low number of visitors who recognised the slogan, the decision by TKZN to adopt a below-the-line marketing strategy may impact negatively on improving the recognition of the new brand at a national level.