Sustainability is key to SA effort for 2010

Wednesday, 3 November, 2004
Resources provided for South Africa's hosting of the Soccer World Cup must be designed to have a life way beyond 2010 if the event is to be of any lasting value to the country, says tourism marketing pioneer, Sheryl Ozinsky.

Ozinsky, who, as head of Cape Town Tourism was known for her innovative and imaginative marketing, is now an independent tourism consultant. She will be one of the speakers at a SAPOA conference at the Sandton Sun on November 2 entitled Investing in Sport Property and focusing on the 2010 Soccer World Cup in this country.

The conference will be addressed by authoritative local and overseas speakers, including Danny Jordaan, CEO of the successful South African 2010 bid company.

Ozinsky will inform delegates on how South Africa can harness and preserve the opportunity that 2010 presents; how many tourists are likely to come, and what they are likely to spend.

She also has strong views on the long-term sustainability of the benefits that will accrue to South Africa as a result of winning the bid for the Soccer World Cup. "We have to make sure it is not a flash in the pan - and that everything that is put in place has a relevance beyond the couple of weeks of the event itself. We cannot make the World Cup the be-all and end-all, otherwise the effort and expense will be wasted."

She also warns that inflated property prices should not being based on the advent of the World Cup, but that value should naturally reflect the actual sustainable development principles of economy, society and environment that South Africa is pioneering in global terms.

"And we certainly do no want to be landed with expensive public constructions that because of their lack of versatility, become white elephants, a phenomenon experienced by other countries which have hosted global events."

The conference has a comprehensive and star-studded lineup, with speakers including Alastair Collins, CEO of the Global Board of Davis Langdon Seah International, who will be highlighting the essentials to the success of 2010 and the range of opportunities it brings.

Other international perspectives will be given by Tom Russell, CEO, New East Manchester, UK who will be offering a case study of the project that resulted in a showcase stadium for the Manchester Commonwealth Games in 2002 and a new home for Manchester City Football Club.

UK architect Barry Lowe, will discuss good design and its value; Gavin Cowley, Marketing Director, Adidas SA, will cover what the 2010 Soccer World Cup will mean to sporting product brands and Imtiaz Patel, Supersport director, will discuss the opportunities associated with broadcasting the World Cup to the world.

Brian Kirchman CEO of SAPOA says of the conference that he firmly believes that SAPOA members have a substantial role to play in the success of the event in addition to reaping the benefits in the long run and must take responsibility for its success. SAPOA will showcase the ramifications and implications of the 2010 world Cup event at the planned international Property Expo, MIPIM to be held in Cannes in 2005.

Reproduced with the kind permission of