Membership Prospectus

2016

Membership Prospectus

2016

1

Knysna’s economy is everyone’s business

Why does Knysna & Partners exist?

To identify business opportunities and to market Knysna (the whole of Knysna – from Sedgefield to Noetzie) to South Africa and the world.

Or, in business-speak: as the custodians of the brand ‘Naturally Knysna,’ we provide integrated destination management and destination marketing services for the benefit of the entire local economy.

What is a destination?

Look, let’s get beyond the old idea of Knysna as purely a tourism hotspot. While tourism is enormously important to everyone who lives here, it’s only one aspect of our economy – because a destination is the sum of everything that makes up a municipal area such as ours.

Like the famous ‘triple bottom line’, our destination is made up of

• Oureconomy(yourbusiness);

• Ourcommunity(youandI);and

• Thenaturalworldaroundus(Knysna’samazingattractions).

Why should i care?

Destination management is the process of finding and unlocking opportunities that exist in Knysna.

Destination marketing alerts people to the experiences and products that Knysna has to offer.

Taken together, they ensure job creation and economic growth.

You care because your business grows as Knysna grows.

3

What does Knysna & Partners do?

As destination managers, Knysna & Partners

• Findsandfostersconnectionsbetweencomplementarybusinesses;

• Inspiresthedevelopmentofnewproductsthatcomeoutoftheseconnections;and

• Facilitatesalignmentwithlocal,regionalandprovincialgovernmentstrategies,

... All of which ensure that new products are ‘market ready’ when they open for business.

As destination marketers, we package and present local products – goods and services as well as tourism experiences – to defined groups of people (in marketing-speak: niches or demographics).

We do this through traditional marketing and communications tools (our web site, social media, brochures, maps, adverts, public relations, etc.) – and through accessing specific markets by finding and creating direct links to people and businesses in those markets.

So, for example, while it’s not our job to build trails, we identified Knysna’s potential as a destination for mountain bikers, trail runners and others, and we’ve been instrumental in bringing together various businesses and individuals as well as local and provincial government to position and market Knysna as the Trails Capital of South Africa: #TrailTownSA. This has already resulted in an increase in the number of products and events on offer, and thus in increased arrivals and therefore increased job opportunities.

By the same token, by identifying filmmaking as a source of business for the destination, we’re able to help the film industry to access local skills and products – like locations, caterers, transport providers, etc.

Knysna & Partners by dePartMent

Please visit us at our offices (40 Main Road Knysna, and 30 Main Street Sedgefield) – we’d love to show you around and introduce you to our team.

Our work is dived into the following departments:

Information management

• Answersqueriesfromthepublic(walk-invisitorsaswellastelephoneandelectronicenquiries)aboutKnysnaingeneral,andaboutspecificbusinessesinKnysna.Asanexample: 7,231 visitors came into our Knysna office between 1 December 2014 and 10 January 2015, and 10,044 people came through the doors in the same period in 2015/16 – an increase of 28%

• Helpsthepublicwithbookingsatmembers’accommodationandactivities

• Providesbrochuredisplayspaceforallmemberbusinesses

• Communicateswithmemberstoensurethattheinformationathandisup-to-date

• Keepsup-to-datewithinformationaboutnon-commerciallocalattractions(beaches,walks, etc.)

• Websitemanagement.

5

Trade promotion, development, events & festivals

• Facilitatestheworkofsectorforums.Theseindustrypartnershipprogrammesaimto find common ground between competing and complementary businesses in order to facilitate (a) the growth of existing markets, and (b) the development of new opportunities. Our forums include:

• Events&Festivals(thePicknPayKnysnaOysterFestival–whichwillrunforthe33rdtimethisyear–aswellasallotherfestivalsandlocalevents);

• NationalBrands(banks,nationalretailers,etc.);

• LocalBusinesses(professionalservices,smallbusinesses,factories,etc.);

• Timber(Saw-millers,woodworkers,manufacturers,etc.);

• Charities&NGOs

• Facilitatestheformationofnewsectorforums.Forexample,we’verecentlycompletedresearchtowardsthedevelopmentofaCommunityReservesForumthatwill bring together government and private sector conservationists and conservation organisations in order to find ways to unlock the economic potential of local skills and community-owned environmental assets

• Humanresourcesdevelopment.Projectsinclude:

• ThefoundingandmentoringoftheGreenChefs(acommunity-basedcateringcompany);

• ThedevelopmentofaHeritageRoute–includingPledgeNatureReserve,theOldGaol,and,eventually,theoldfort(Thompson’sFolly),andthedevelopmentoftheskillsrequiredtomaketheRoutemarketready.

• Newprojectdevelopment–forexample,our#TrailTownSAproject(mentionedabove)

• Promotinglocallymadeproducttoappropriatemarkets

• Creatingopportunitiesforlocalproductsateventsandfestivals–forexample, the#KnysnaMadeexhibitionatthePicknPayKnysnaOysterFestival

• Cataloguingoflocalproductsunderthe#KnysnaMadebanner.

Marketing, public relations & communications

• WerepresentKnysnaasadestinationatvarioustradeshowsandexhibitions–includingWorldTravelMarketAfrica,SouthAfricanTourism’sannualIndaba,etc.

• Writeanddistributemediareleases,blogs,etc.

• Productionandpromotionofofficialbrochuresandmapsthatformpartofourmarketing strategy

• Managementofprint,electronicandradioadvertisingcampaigns

• PromotionofKnysna’sfestivalsandevents

• Maintenanceandpromotionofourwebsite

• Developmentofournewmobileapptoensurethatthepubliccanfindourmemberseasily

• Ourweeklynewsletter–whichnowgoestoadatabaseof6,000people.

76

MeMbershiP advantages

• Yourownpageonourmobileapp;

• Yourownpageonourwebsite;

• Yourownpageonourbookingsystem;

• Brochuredisplayspaceinourinfooffices;

• Enjoythedirectandindirectbenefitsofourprofessionalservices:

• Destinationmarketing

• Knysnaisrepresentedatexhibitionsandshowcases;

• Benefitfromnichemarketing–tovarious,definedandtargetedgroups;

• Buildandmaintainacompetitiveedgethroughaccesstomarketsandindustryresources;

• Increasedvisibilitycreatesunparalleledbusinessrelationshipsthatenhanceyourbottomline;

• Destinationmanagement

• Networking(meet-and-greetevents,sectorforums,one-on-onemeetings,etc.)connectsyouwithdecision-makersandbusinessleaders;

• Wecreateopportunitiesforexposureandface-to-faceinteractionwithtargetedgroupsandindividuals;–SquirtLube,YachtCo.

• Collaborationcreatespositivechangethatbenefitstheentireeconomy;

• Gaintrustandcredibilitywithbuyersandconsumers.(Asamember,you’llbeaskedto wear your membership with pride, and to display your membership status in your premises, on your web site, and on all your marketing and communications material.)

Membership

• Maintenanceofournewmobileapp(includingprovidingthedeveloperswithmembers’information,andensuringthatthisinformationremainscurrent);

• Maintainingmember’sinformationonourwebsite;

• Caringfortheinterestsofourmembers;

• Communicationwithmembers.

Finance & administration

• Accounting,etc.

What is a destination ManageMent coMPany?

“A destination management company (DMC) is a professional services company possessing extensive local knowledge, expertise and resources, specialising in the design and implementation of events, activities, tours, transportation and program logistics.” – Wikipedia.

Knysna & Partners: MeMbershiP values

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another” – Seth Godin, author of Purple Cow (named one of the 12 best business books of all time by USA Today).

Members aspire to uphold Knysna’s brand values, which align to principles in nature: Eachspeciesisunique,occupiesitsownniche,andbringsitsown,globallyimportantvalue to the whole system. But each species also adapts to optimise its position within the system.

To market Knysna successfully to the world, we need all business to send out the samemessagesaboutKnysna.Thisrequiresanunderstandingofthebrand,andanunderstanding of the responsibilities of Knysna & Partners as the custodian of the brand.

Knysna & Partners is available to guide you in the use of our logo on your marketing material.

Everybusinessoperatingwithinthelocaleconomybenefitsfromtheworkofasuccessfuldestination marketing organisation – just as the organisation has a responsibility to perform to international standards of best practice.

Theresult?Therisingtidefloatsallboats.(It’saclichéweknow,butit’strueforthewholeof Knysna – where our estuaries literally set us apart as the Natural Destination!)

MeMbership rates

tourisM business

Benefits: Presence on the app & the web site¤; brochure display; voting rights; DMO services* & access to value-added purchases**

Accommodation Criteria Annual payment Monthly debit order Annual savings

Small 1 – 4 rooms (2 guests per room) R600.00 R62.50 R150.00

Medium 5 – 10 rooms (2 guests per room) R900.00 R93.75 R225.00

Large >11 rooms (2 guests per room) R1,350.00 R140.63 R337.50

Restaurants Annual payment Monthly debit order Annual savings

Small <80 seats R600.00 R62.50 R150.00

Medium 80 – 140 seats R900.00 R93.75 R225.00

Large >140 seats R1,350.00 R140.63 R337.50

Attractions Annual payment Monthly debit order Annual savings

Small <12,000 guests p.a. R600.00 R62.50 R150.00

Medium 12,0001 – 24,000 guests p.a. R900.00 R93.75 R225.00

Large >24,000 guests p.a. R1,350.00 R140.63 R337.50

non-tourisM businesses

Benefits: Presence on the app & the web site; brochure display; voting rights; DMO services* & access to value-added purchases**

General business, professional services Criteria Annual payment Monthly debit order Annual savings

Small <10 employees R600.00 R62.50 R150.00

Medium 10 – 20 employees R900.00 R93.75 R225.00

Large >20 employees R1,350.00 R140.63 R337.50

Corporate MeMbership

Benefits: Presence on the app & the web site; brochure display; voting rights; DMO services* & access to value-added purchases**

Retail malls & shopping precincts (annual payment) R6,000.00

Corporate sponsorship (National brands) By arrangement

Country MeMbership

Benefits: Brochure display

Country members (annual payment) R360.00

Benefits: Brochure display, product & packaging campaigns

Strategic packaging partnerships: Country members By arrangment

eMerging businesses

Benefits: Presence on the app & the web site; brochure display; voting rights; DMO services* & access to value-added purchases**

Development members (annual payment) R120.00

individuals & non-profits

Private individuals (Individual = a resident of Knysna not in business for oneself. Annual payment) R120.00

Non-profits; government schools No charge

¤ Accommodation properties are also loaded to our bookings system.

* DMO services

While you might not be aware of the work that goes on behind the scenes, all members in the Knysna municipal area benefit in general from the services that we provide as a DMO:

• Informationsharingsessions• Meetandgreetnetworking• Workshops–LED,updatesonlegalrequirements,• Sectorforums• Mediavisits• Touroperatoreducationals• Destinationrepresentationatshows:Indaba,WTMAfrica,etc.• Productdevelopmentplanning

• Eventdevelopmentandeventcoordination• Traveltradenewsletters• Membernewsletters• Consumernewsletters• Mediareleasesandpublicrelations• Assistancewithgradingapplications• Assistancewithapplicationsforroadsignage• Lobbyingwherenecessary

** Value-added purchases

Value-added purchases are charged individually, and include:

• Featuredstatusonthewebsite• Featuredstatusonthebookingportal• Instoreactivationsatourinfooffices• Product&packagingcampaigns,etc.

8

Knysna tourism40 Main Road, Knysna044 382 5510

30 Main Street, Sedgefield,044 343 2007

info@visitknysna.co.za www.visitknysna.co.za www.facebook.com/visitknysna www.twitter.com/knysnatourism

Knysna tourism40 Main Road, Knysna044 382 5510

30 Main Street, Sedgefield,044 343 2007

info@visitknysna.co.za www.visitknysna.co.za www.facebook.com/visitknysna www.twitter.com/knysnatourism