SANParks 2010 Strategy

We believe that it is time to provide a concise introduction and overview of SANParks’ strategy related to 2010. Questions such as:

“Should I visit the parks over the event time?” or
“What chance do I have of successfully booking during June / July 2010?” will hopefully be answered.

The information below aims to provide you, our customers, with insight into the process and to give readers the comfort that your “beloved parks and heritage” are well looked after.

SANParks 2010 Background and Planning

As part of South Africa’s bid to host the 2010 Soccer World Cup, South Africa had to showcase their ability to present a successful world cup. Hotel groups and other tourism establishments were approached at this time (pre award) and agreed to participate in order to strengthen South Africa’s bid. As all of you know South Africa was awarded the opportunity and will be presenting the 2010 Soccer World Cup. In light of this and in light of commitments made at bid submission time, participation in the event are essential and a contractual obligation.

In 2007 SANParks gave the Department of Environmental Affairs and Tourism an undertaking that SANParks will, as far as possible, actively participate and contribute towards the success of the 2010 Soccer World Cup. In light of this it became apparent that the following could be achieved through SANParks’ participation:

Uniqueness of the event by incorporating conservation areas and wildlife products in the planning;
SANParks could introduce a new market to the parks and in essence get more people involved in conservation;
Marketing of the parks through participation could result in additional revenue streams to SANParks which would be beneficial to conservation.

In January 2007 SANParks entered into a cooperation agreement with MATCH Event Services (Pty) Ltd (“MATCH”), the FIFA appointed body who is responsible for the IT systems, accommodation and ticketing of the 2010 Soccer World Cup (“the event”). Through this agreement SANParks undertook to actively participate in the event and through this participation contribute in making the event a truly unique experience. SANParks is a major player in the South African tourism industry with more than 10,000 beds available to tourists on any day (7,000 non camping bed nights and 6,500 camping beds nights) throughout the 22 National Parks.

Over the last 2 years SANParks continued to work closely with MATCH. Various models have been considered by MATCH such as the inclusion of graded bed and breakfast establishments, considering satellite venues, creation of a Tour Operator Model and ultimately the creation of MATCHville’s. Through these initiatives SANParks continued to cooperate and to optimise their contribution through the allocation of inventory in order to ensure the success of the tournament.

Even though SANParks is actively participating, a clear strategy was developed and the following outlines the critical aspects of the strategy:

Optimal occupancies in the parks over the event period should be achieved;
SANParks should retain their loyal client base by looking after this market segment;
The SANParks brand should be maximised / leveraged and offerings be marketed optimally over the event period; and
Only sustainable developments (if any) be undertaken

In line with the above SANParks decided to contract 30% of accommodation in most parks to MATCH for use by people that are coming to the event. A rough estimate shows that as many as 15,000 new people could be introduced to conservation areas over the event period (depending on models implemented by MATCH). The marketing value of this could be immense as each of these persons would share their experiences post the event.

Kruger National Park 2010

With the above in mind SANParks soon realised that, because of the vastness of Kruger, Kruger posed additional challenges. By contracting 30% of each camp in the Kruger National Park SANParks would initiate a model which requires extensive travelling through the park which was not optimal. In light of that a model was adopted where whole camps which are close to the periphery and airports were committed (as opposed to 30% of each and every camp). These identified camps are Skukuza, Berg-en-Dal and Pretoriuskop. The advantages of this are the following:

A new market, created due to the 2010 Soccer World Cup being hosted in South Africa, is introduced to the park and conservation;
A package could be negotiated whereby all people in the camp participate in activities as well as meals. This has several advantages from a planning perspective;
Movements in the park could be minimised. By grouping all these visitors together into one camp such as Berg-en-Dal, game viewing vehicles are reduced substantially (5 to 11 self drive cars are in essence replaced by one 22-seater game viewing vehicle);
Late movements into the park and early movements out of the park could be planned with minimal impact on SANParks’ regular visitors who stay in the other camps; and
Communal areas could be planned and created in camps where supporters could congregate and experience the World Cup.

SANParks is very excited about this model and all indications are that a person would be able to buy a 5 night package of which one day will require travelling to a Match stadium in one of the hosting cities. The other days will be spent in nature.

Other National Parks 2010

Apart from the Kruger National Park SANParks has also contracted accommodation inventory to MATCH in 11 other National Parks on the 30% principle with one or two exceptions where occupancies are traditionally low during the June and July holidays. In these instances a higher percentage was contracted.

These parks include the following: Kgalagadi Transfrontier Park, Augrabies National Park, Garden Route National Park, Golden Gate Highlands National Park, Addo Elephant National Park, Mapungubwe National Park, Mokala National Park, Mountain Zebra National Park, Bontebok National Park, and Karoo National Park.

In most instances (including the Kruger National Park), SANParks contracted the accommodation on a Bed, Breakfast, Dinner and Activity rate with activities ranging from Game Drives, Cultural Shows, Astronomy Talks or Bush Braais. This ensures that SANParks are able to plan the event well and optimise revenues spent in the parks.

Our loyal customers

SANParks acknowledges that we have very loyal customers - people who visit the park annually during the June / July school holidays. We would like to take this opportunity to thank you for this support and would like to ensure you that we created this model with you in mind.

In 2009 the schools for all provinces will close for the June/July holiday on the 26th of June and reopened on the 20th of July. Together with the week-end days this is a total of 23 days.

In 2010 the schools for all provinces will close on the 10th of June and reopen on the 12th of July. Together with the week-end days this will be a total of 31 days which is an increase of 34% (in terms of school holiday days).

This extension in school holidays (due to the Soccer World Cup Event), together with SANParks’ commitment to participate by allocation 30% of accommodation to the event, indicates that loyal South African clients will have an equal chance of securing a holiday in National Parks in 2010 to that of other years. Should MATCH decide not to use all inventory committed, there will be a greater chance to secure and book accommodation in a National Park during the event.

Booking Procedures
Questions that may arise

We trust you will find this informative. We would like to thank you for your understanding and support. We also look forward to you having a wonderful annual break in one of the National Parks over the event period.

For any questions that you have in this regard, please feel free to e-mail James Daniels (Project Manager for 2010) on jamesd@sanparks.org

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