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Project Arts & Crafts Report May 2011

RESEARCH REPORT

For:

MCA

On:

A Proposed Arts & Crafts Centre in Swakopmund

Prepared By:


Prepared by: Daleen Hugo-Small of 159

AdforceDDB

TABLE OF CONTENTS

Research Proposal............................................................................................................ 4

Executive Summary of Comprehensive Reports ................................................................ 7

Comparison between stakeholder groups on viability of proposed arts & crafts centre .... 17

Overall results on viability of proposed arts & crafts centre ............................................ 27

Recommendations on proposed arts & crafts centre ....................................................... 37

Comprehensive Report Crafters ...................................................................................... 41

Screener questions ........................................................................................................ 41

Demographics ................................................................................................................ 42

Testing of possible offering ............................................................................................ 48

Viability of the namibian arts & crafts centre .................................................................. 51

Proposed location .......................................................................................................... 53

Advertisment medium ................................................................................................... 57

Comprehensive Report COSDEF Employees .................................................................... 59

Awareness of Proposed Namibian Arts & Crafts Centre ................................................... 59

Testing of Possible offering ............................................................................................ 60

Opening and Closing TImes ............................................................................................ 62

Proposed Entrance Fee ................................................................................................... 63

Viability of the Namibian Arts & Crafts Centre ................................................................ 66

Proposed Location ......................................................................................................... 69

Advertisement Medium ................................................................................................. 70

Comprehensive Report General Public ............................................................................ 72

Screener questions ........................................................................................................ 72

Demographics ................................................................................................................ 73

Arts & crafts experience ................................................................................................. 77

Testing of possible offering ............................................................................................ 82

Opening and Closing TImes ............................................................................................ 84

Proposed entrance fee ................................................................................................... 87

Viability of the Namibian Arts & Crafts Centre ................................................................ 92

Proposed Location ......................................................................................................... 99



Advertisement Medium ............................................................................................... 103

Comprehensive Report Tourists .................................................................................... 105

Screener question ........................................................................................................ 105

Demographics .............................................................................................................. 106

Arts & crafts experience ............................................................................................... 109

Testing of possible offering .......................................................................................... 116

Opening and Closing TImes .......................................................................................... 118

Proposed entrance fee ................................................................................................. 120

Viability of the Namibian Arts & Crafts Centre .............................................................. 123

Proposed Location ....................................................................................................... 130


Comprehensive Report Tour Operators ........................................................................ 136

Screener Questions ...................................................................................................... 136

Tours ........................................................................................................................... 138

Testing of Possible offering .......................................................................................... 145

Opening and Closing TImes .......................................................................................... 147

Proposed Entrance Fee ................................................................................................. 148

Viability of the Namibian Arts & Crafts Centre .............................................................. 152

Proposed Location ....................................................................................................... 156




RESEARCH PROPOSAL

BACKGROUND

A proposal for an Arts & Crafts Centre in Swakopmund has been put forward. AdforceDDB was

contacted to test the designed success menu of the Swakopmund Arts & Crafts Centre and what is

needed to make it viable.

RESEARCH GOALS

Goal 1: To establish whether an Arts & Crafts Centre will be viable in Swakopmund.

Goal 2: To establish if the proposed location will be successful.

Goal 3: To establish the local and international needs of consumers of the Arts & Crafts Centre, testing

and establishing draw-cards to the centre.

RESEARCH OBJECTIVES

Research objectives are set in order to meet the research goals identified. Measurement tools will be

designed according to objectives set. Specific questions asked under each objective will differ slightly

according to the various stakeholder groups identified. Certain stakeholders will be able to offer more

information in certain areas than others. By making use of similar objectives, data collected between

stakeholder groups can however be compared.

In order to meet the goals as set out above, the following were ascertained:

What percentage of the tour operator sample drawn will want to visit the center?

What percentage of the crafters interviewed are eager and willing to sell their

products at this center? Swakopmund, Windhoek and Okahandja crafters will be

considered.

What is the possibility of crafters relocating to Swakopmund?

How can all stakeholders be reached with advertising and marketing?

Which of the proposed products and services on offer will be in demand? Where the

gap is and what is desired for both local and international markets?

What other services should be offered to make the Arts & Crafts Centre even more

viable?



What factors should be kept in mind to make or break the viability of the Arts and

Craft Centre?

Is the Arts & Crafts Centre conveniently located? Is the proposed location a hindrance

or draw card?

What is the profile of the respondents that are positive about the proposed Arts and

Craft Centre?

STAKEHOLDERS IDENTIFIED

Group 1: Tour Operators

Group 2: Tourists

Group 3: General Public

Group 4: COSDEF employees

Group 5: Crafters

IMPORTANT NOTE:

Please also note that all of COSDEF’s stakeholders are not included in the groups stated above,

however due to time and cost considerations only key stakeholders can be included in the survey. If

MCA however communicates that an important stakeholder group has been omitted, adjustments will

be made accordingly.

RESEARCH DESIGN

DATA COLLECTION

Please see each individual report for the methodology and data collection.

DATA AND REPORTING

RESPONDENT ANONYMITY

The anonymity of respondents is always respected in order to encourage open and honest responses.

This allows for more accurate data to be collected. In the feedback report to the MCA and Adforce, the

comments provided by respondents will therefore not be traced back to them unless they provide

adforceDDB & ADFORCEDDB with express permission to reveal their identity.



PROJECT DELIVERABLES

QUANTITATIVE COMPONENTS

ADFORCEDDB WAS RESPONSIBLE FOR:

• Questionnaire design

• Fieldwork: Training of interviewers, pilot interviews, actual interviewing, supervision,

20% back-check on all interviews conducted to ensure quality

• Data Capture

• Data Cleaning

• Data analysis and charting

• Detailed report with analysis in MS Word

• PowerPoint Presentation if requested

THE MCA & ADFORCE WERE RESPONSIBLE FOR:

• Developing the success menu and visuals to be tested with relevant stakeholders by

ADFORCEDDB

• Input into the research and questionnaire design



EXECUTIVE SUMMARY OF COMPREHENSIVE REPORTS

CRAFTERS

CRAFTER MATERIAL

Crafters were asked to indicate which craft materials they would describe as their field of expertise.

This information could be useful when sourcing a variety of crafts for the proposed Namibian Arts &

Crafts Centre in Swakopmund.

From the crafters comprehensive report it can be noted that:

43.3% of Crafters make crafts from wood

26.7% make crafts from beads

10% use Makalani Palm Tree nuts to make crafts

Other materials mentioned were weaving, linocut and traditional materials.

Some Crafters furthermore specified a combination of more than one material from which

they produce their crafts.

COAST VISITED

Crafters were posed the question of whether they have been to the Coast of Namibia before.

The crafters comprehensive report depicts that the majority of all Crafters interviewed have been to

the Coast of Namibia. This is very positive as one would assume that the Crafters would have an idea

of what would work at the Coast and what would not work at the Coast in terms of arts and crafts.

MONTHLY INCOME FROM CRAFTS

Crafters had to state their monthly income which they earn from selling their crafts. Both the majority

of Okahandja and Windhoek Crafters (50% respectively) indicated that they earn >N$1000 on a

monthly basis by selling their crafts. 30% of the Okahandja Crafters and 20% of the Windhoek Crafters

earn between N$3000-4999.

The Crafters in Swakopmund make a good living from selling crafts. It was indicated by 50% of the

Swakopmund Crafters that they earn between N$3000-4999 on a monthly basis. 40% earn between

N$1001-2999 per month.



WILLINGNESS TO SELL GOODS

The Crafters were asked whether they would be willing to sell their goods at the new Arts & Crafts

Centre, should they have the opportunity to do so. In order to answer this question, the Crafters were

shown the proposed image of the new Arts & Crafts Centre.

All Okahandja Crafters (100%) pointed out that they would indeed be willing to sell their goods

at the new Arts &Crafts Centre

20% of the Windhoek Crafters indicated that they “would not” be willing to sell their goods at

the proposed Arts & Crafts Centre in Swakopmund whereas 80% would be willing to do so.

10% of the Swakopmund Crafters said that they would “maybe” sell their goods at the centre

whereas 90% stated that they would sell their goods at the new centre.

Overall this is a very positive finding as the centre cannot be successful unless there are arts

and crafts to be sold.

It is important to note that only the Swakopmund Crafters would “maybe” sell their goods at the

proposed Arts & Crafts Centre in Swakopmund. The main reason for the answer given was that they

would like to see the new centre first before deciding to sell their goods there.

The main reasons of the 20% of Windhoek Crafters for not being willing to relocate to the Coast were

“because of the weather, it is cold at the coast” and that “they do not want to re-locate” to

Swakopmund.

COSDEF community centres may be used to buy arts and crafts from Crafters for their crafts to be sold

at the proposed Arts & Crafts Centre. Crafters were asked if they would be willing to sell their crafts

through the centres should this be the case.

The crafters comprehensive report indicates that all Crafters are eager to sell their goods through

COSDEF community centres. Only 20% of the Swakopmund Crafters indicated a “maybe” at this

question.

REMUNERATION FOR CRAFTS

Crafters had to indicate how they would like to be remunerated for their crafts should these be sold

through the COSDEF community centres. The majority of all Crafters indicated that they would like to



be “immediately remunerated in cash”. Only 10% of the total sample indicated that they would like to

receive payment through commission.

COSDEF EMPLOYEES

AWARENESS OF PROPOSED NAMIBIAN ARTS & CRAFTS CENTRE

Respondents were asked to indicate whether they were aware that a Namibian Arts & Crafts Centre

was proposed for Swakopmund. It is interesting to note that 57% of COSDEF employees are already

aware that such a Namibian Arts & Crafts Centre is planned for Swakopmund. The question is, what

information have they received and do they believe the Namibian Arts & Crafts Centre to be viable?

Communication still has to reach 43% of COSDEF employees. It is important that the right medium is

used to communicate accurately and effectively about the proposed new Namibian Arts & Crafts

Centre so as to ensure a positive attitude towards it – further promoting its viability.

GENERAL PUBLIC

GENDER

There was a 50:50 split between male and female respondents taking part in the survey. This gender

split is representative of the Namibian population.

OCCUPATION

Respondents were asked what their occupation is:

19% of the total sample were students

10.1% were unemployed respondents

AGE DISPERSION

Respondents were asked to specify their exact age.

36.3% of the total general public sample that took part in the survey falls into the 18-24 age

category

28.8% fall into the 25-30 age category


EMPLOYMENT STATUS

Participants were asked to indicate their current employment status. It is clear from the general public

comprehensive report that the vast majority of the general public sample (58.8%) is currently full-time



employed. This is a positive finding. The 2nd highest mention was for respondents indicating that they

are students (16.3%). Of the total sample 11.3% are currently unemployed. None of the respondents

interviewed were pensioners.

MONTHLY INCOME

The respondents had to specify into which income group they fall. This means the monthly income

before any deductions:

45.0% of the total general public sample earn a monthly income of less than N$1000

23.8% earn a monthly income between N$1001-2999

None of the respondents that took part in the survey earn N$ 15000 or more per month

The overall recommendation to be made is that the entrance fee and activities offered at the

proposed Namibian Arts & Crafts Centre should not be expensive as the income earned by the

majority is not high. If possible the entrance fee should be free

ARTS & CRAFTS EXPERIENCE

CENTRES VISITED

The general public was asked to indicate which Arts & Crafts Centres they have visited before.

The general public comprehensive report indicates that:

20.2% of the total sample indicated that they have visited the ‘Post street Mall’ arts and crafts

11.9% of the general public sample has visited the ‘crafts opposite the Zoo Park/Gustav

Voigts’.

7.1% have visited the ‘Windhoek Crafts Centre’.

7.1% have visited the ‘NamCrafts Centre’. It seems that the general public confuses the

Windhoek Craft Centre with the ‘NamCrafts’ curio shops.

WINDHOEK ARTS & CRAFTS CENTRE VISITED

After probing the question of which Arts & Craft Centres respondents have visited before, it was

furthermore explored which of the respondents have specifically visited the Windhoek Arts & Crafts

Centre. The general public comprehensive report clearly shows that the majority of the general public

respondents (66.3%) have not visited the Windhoek Arts & Crafts Centre.



Of the 33.8% of general public respondents that have visited the Windhoek Arts & Craft Centre before

the following was mentioned:

POSITIVE COMMENT:

Respondents thought the centre to be “attractive”.

Respondents mentioned that the Arts & Crafts Centre in Windhoek “sells very nice pieces”,

but it is a bit expensive, especially for locals

NEGATIVE COMMENT

Respondents indicated that “it is a bit too small and a lot of things are in a small space”.



WINDHOEK ARTS & CRAFTS EXPERIENCE

Respondent were asked to give a mark out of 10 for their total arts and crafts experience in Windhoek.

A mean score of 7.5 out of 10 was awarded. This is a good rating, but there is room for improvement.

Again it would be interesting to investigate why respondents gave the score they did – was it because

they truly feel the arts and crafts industry in Windhoek deserves the score or was the score given, due

to the arts and crafts industry not catering enough for the general public? Again it is recommended

that the Arts & Crafts Centre in Swakopmund caters for all and not only for tourists.

COAST VISITED

Respondents were asked whether they have ever been to the Coast of Namibia. 95% of the

respondents that do not reside at the Coast of Namibia have been to the Coast. This is very positive as

the respondents could have more easily visualised the proposed Arts & Crafts Centre and its location

outside of Swakopmund.

SWAKOPMUND ARTS & CRAFTS EXPERIENCE

Those respondents that reside or have visited the Coast were asked to give a mark out of 10 for their

total arts and crafts experience in Swakopmund. The general public comprehensive report indicates

that the respondents rated a mark of 6.93 out of 10 for their total arts and crafts experience in

Swakopmund. It is clear that there is room for improvement when it comes to the arts and crafts

industry in Swakopmund.



TOURISTS

CENTRES VISITED

It was important to gain information on which Arts & Crafts Centres tourists have visited before.

These centres can potentially be used as a benchmark for developing the proposed Arts & Crafts

Centre in Swakopmund.

The tourist comprehensive report indicates that:

30.4% of the tourists have visited the ‘NamCrafts Centre’ – This arts and crafts workshop and

shop is located at the Windhoek Craft Centre

8.9% have visited the Namibian Craft Centre in Windhoek

VISITATION TO NAMIBIA

Tourists were asked whether this is their first time in Namibia or if they have visited the country

before. The tourist comprehensive report displays that 62% indicated that this was their first time to

visit Namibia where as 32% indicated that they have visited Namibia before. This is positive as 32% can

compare their previous arts and crafts experience with their current experience.

Those tourists that have been to Namibia before had to indicate which tourist attractions they have

visited before. Overall it can be noted that:

13.5% have been to the “Dunes”

10.8% have been to “Etosha”

5.4% have been to NamCrafts – this is an Arts & Crafts workshop and shop

5.4% have been to the “Coast”

5.4% have been to the “Snake Park” in Swakopmund

5.4% have been to the “Waterberg”


It was explored which of the respondents have specifically visited the Windhoek Arts & Crafts Centre.

The tourist comprehensive report indicates that 54% of the tourists that took part in the survey have

been to the Windhoek Arts & Crafts Centre.

Those who have been to the Windhoek Arts & Crafts Centre were asked to describe their experience

at the centre with the majority indicating: “It was nice”. This is highlighted in orange in the tourist

comprehensive report that is to follow.




The respondents then had to give a mark out of 10 for their total arts and crafts experience in

Windhoek. They scored their Windhoek arts and crafts experience with a mean score of 8.33 out of 10.

This is a good score, but there is always room for improvement.

The above finding is positive as tourists have an experience to share and compare with the proposed

Arts & Crafts Centre in Swakopmund. The proposed Arts & Crafts Centre has the opportunity to score

a higher score as there is now a basis to work from. Suggestions on how the centre can cater for all

stakeholder needs have also been gathered during this survey. It is up to the organisers and decisions-

makers of the centre on what they would like to implement or exclude. Please see the tourist

comprehensive report below.

COAST VISITED

Respondents were asked whether they have ever been to the Coast of Namibia. The tourist

comprehensive report indicates that 63.3% of the tourists interviewed have visited the Coast.


Those respondents that have visited the Coast of Namibia before were asked to give a mark out of 10

for their total arts and crafts experience in Swakopmund. A mean score of 7.73 was awarded to the

arts and crafts industry in Swakopmund by the tourists. It is clear that there is room for improvement

and a gap that could potentially be filled by the proposed Arts & Crafts Centre.

TOUR OPERATORS

REGION MAINLY OPERATING IN

Respondents were asked in which region they mainly operate in.

From the Tour operators comprehensive report it can be noted that:

30% of Tour Operators operate in the Erongo and Khomas region

20% in the Otjozondjupa region.



AMOUNT OF TOURS AT OR TRAVELLING THROUGH THE COAST

Tour Operators were asked of all the tours that they operate in a year, how many of them are at the

Coast or how many of the tours only travel through the Coast. 22.2% indicated that they take 20 tours

on average to the Coast. Please see the Tour operator’s comprehensive report below.

AMOUNT OF PEOPLE IN A TOUR GROUP

The Tour Operators were asked to indicate how many people on average tour in a group that travels

to or through the Coast. 30% indicated that on average a total of 4 tourists are in a group. The highest

number of travellers indicated in a group was 15.

PERCENTAGE OF INCOME

Respondents were asked when considering all tours that they operate in a year, what percentage of

their total annual income comes from tours being operated at the Coast.

The following was found:

30% indicated that 6 – 10% of their yearly income comes from tours operated at the Coast

20% indicated a 46 – 55% income through tours run at the Coast

Please see the Tour operator’s comprehensive report below.

TOP 5 PLACES VISITED AT THE COAST

The Tour Operators were asked to name the top 5 places they normally visit during tours at the Coast.

Please note that some respondents gave a general place whereas others were more specific in their

answer. The highest mentions have been highlighted in purple in the Tour operator’s comprehensive

report below.

Six places came out on top:

1. 11.6% indicated “Town tours in Swakopmund”

2. Another 11.6% mentioned the “Cape Cross Seal Reserve”

3. 9.3% indicated “Town tours in Walvis Bay”

4. 7.0% mentioned the “living desert tours”

5. 7.0% listed the “Moon landscape”

6. And another 7.0% said one of the top attractions are “scenic flights”



REASON WHY TOUR OPERATORS OFFER PLACES

Respondents were asked why they specifically offer to take tourists to visit these places. The following

reasons were given:

“Typical Namibian itineraries offer visits to these places to our client base”

“They are nice places to visit but we also receive commission at these places”

“These are the main attractions of Swakopmund and a big demand to visit these places exists”

“The tourists want adventure, they want to experience Namibia's Coastal and marine life”

“It is on the route of the tour”

“Because of their scenic and cultural interest”

“These are places of interest”

“Because it is on demand”

“Attractions and shopping”

“As we mainly offer self-drive tours clients request to see certain sights which we incorporate

in their itinerary”

COMMISSION RECEIVED

The Tour Operators were then posed the question at which of the above mentioned places they

receive commission.

The Tour operator’s comprehensive report indicates that:

The vast majority of Tour Operators (70%) indicated that they do not receive any commission

at the places mentioned

10% indicated that they do receive commission at all places mentioned, especially “with the

scenic flights and the Mola Mola tours giving the highest commission”

Another 10% said that one receives commission at “all the tourist spots”

VISIT TO A PLACE SELLING ARTS & CRAFTS

Those Tour Operators that did not mention an Arts & Crafts destination under the top five places to

visit were asked whether they take their tour groups to visit a place where arts and crafts are sold.


70% of Tour Operators do take their tour groups to an Arts & Crafts destination

30% indicated that they do not



Please note that some of the Tour Operators who were contacted telephonically gave a “no” at this

question as they often encourage their tourists to entertain themselves at certain times and can thus

not comment on all the places that the tourists have visited by themselves.

WHERE DO YOU TAKE THEM

Those respondents indicating that they take their tour groups to an Arts & Crafts destination were

asked to mention the name of the destination. Specific mention with the highest score of 57.2% was

given to the “Craft market at Cafe Anton”.

DETERMINING FACTORS WHEN CHOOSING TOUR DESTINATION

The Tour Operators were asked which factors they regard as important when choosing a destination

to visit with tourists. It comes as no surprise that safety and service were mentioned the most with the

combination of safety, service, price, reliability and fairness receiving a 40% mention. The client

interest is also a very important factor to consider.



COMPARISON BETWEEN STAKEHOLDER GROUPS ON VIABILITY OF PROPOSED

ARTS & CRAFTS CENTRE

TESTING OF POSSIBLE OFFERING

VIABILITY OF PROPOSED IDEAS FOR THE NAMIBIAN ARTS & CRAFTS CENTRE

Ideas were proposed for the new Namibian Arts & Crafts Centre by the MCA and consequently tested

by AdforceDDB. Respondents were asked to give each proposed idea a mark out of 10 for its believed

viability where 1 is “not viable at all” and 10 is “definitely viable”. Ideas tested together with the mean

score obtained for each stakeholder group will be presented and discussed in the report to follow.

From the table below it can be noted that the top three ideas rated as most viable were different for

each stakeholder group.

HIGHEST MENTIONS

The general public and the COSDEF employees placed a focus on having a Visitors Information Centre

at the proposed arts and crafts centre.

The Tour Operators feel the white tent covering the amphitheatre to be viable and important. It was

specifically mentioned by the Tour Operators that the tent is a good idea, because of the weather

conditions often found at the Coast

The tourist view the arts and crafts units being made from traditional building materials and making

use of colours that would reflect the different hues of the regions in Namibian as most viable.

2ND HIGHEST MENTIONS

The General Public and the COSDEF employees furthermore feel that the idea of projecting images of

our country on a white wall in the shop/café is also viable.

The 2nd highest mention by this stakeholder group was given for sound tracks of bird-life and local

singing to be played in the background as well as the units producing the various items to be placed in

a horse shoe shape around the amphitheatre. Having a Visitors Information Centre and allowing the

centre to be a busy and active environment were also rated highly by this stakeholder group.



The tour operators indicated that they believe the soundtrack of bird-life and local singing playing in

the background of the café and main shop is viable. They also scored the idea of having the units that

produces the arts and crafts in a horse shoe shape around the amphitheatre with a high score of 7.70

out of 10.

The tourists feel the idea of allowing the centre to be a busy and active environment where visitors

can witness the products being made as viable. A score of 7.60 out of 10 was awarded for this.

3RD HIGHEST MENTIIONS

The general public feels the white tent covering the amphitheater to be viable and important due to

the weather that is found at the coast.

The tour operators and tourist mentioned that the visitor’s information Centre will be viable. The

tourists scored a higher score for this idea than the tour operators.

The COSDEF employees would like the arts and crafts units to be made from traditional building

materials and colours to be used that would reflect the different hues of the Namibian regions.

Please Note:

1. Highlighted in pink

2. Highlighted in yellow

3. Highlighted in green

Please see the table below.



General Public

Tour Operator Tourists COSDEF

Employees The centre may be a busy active environment where visitors can witness the products being produced. 7.49 7.60 8.68 9.14

Visitors may be able to join in with the process of making products e.g. jewellery 7.31 6.70 7.78 7.57

The arts and crafts units' may be made from the traditional materials and colours reflecting the different hues of the regions.

7.53 7.40 8.72 8.29

The shop/café may have images of the North, homesteads, Ruacana Falls, Epupa, Opuwa, Kavango river to be subtly projected on a white wall.

7.75 6.80 7.70 8.43

Soundtracks of bird-life and local singing may be played in the background in the café and main shop. 7.19 7.70 7.66 6.71

The units producing the various items may be arranged in a horse shoe shape around a central amphitheatre.

6.71 7.70 7.86 6.43

The amphitheatre may be covered with a removable large white tent. 7.70 8.10 7.78 7.14

Visitors information centre providing directions, accommodation and activities for the town and region

8.48 7.60 8.32 9.14

BELIEVED IMPORTANCE OF CERTAIN ELEMENTS

Respondents were asked to comment on whether they believe that certain elements should be

present in the proposed Namibian Arts & Crafts Centre in Swakopmund. Various elements were

presented to respondents where they were required to provide a mark out of 10 for level of

importance where 1 is “not important at all” and 10 is “very important”. The table below indicates the

results. Again data analysis was run between the different stakeholder groups and also overall.

HIGHEST MENTIONS

The general public, tour operators and COSDEF employees strongly believe that ‘cleanliness’ should be

part of the centre. A score of 9.86 and 9.40 out of 10 was awarded for this element.

Tourists indicated natural light as the most important element to consider and scored it a favourable

8.98 out of 10.




The general public and tour operators view the interaction that tourist can have with Namibians as

also important and scored it 2nd highest of all the elements presented the tourists and COSDEG

employees feel that making use of natural building materials is more viable.

3RD HIGHEST MENTIONS

The general public indicated that the use of natural building materials is also very viable. This was

supported by the COSDEF employees who prefer a natural Namibian décor to be visible in the

proposed arts and crafts centre.

The tour operators mentioned ‘natural light’ as the 2nd most viable idea and scored it 9 out of 10.

Tourist would like to see the centre clean and therefore score the idea of cleanliness to be viable at

the centre with 8.94 out of 10.

Please Note:

4. highlighted in pink

5. highlighted in yellow

6. highlighted in green


General Public


Employees

Cleanliness 9.40 9.40 8.94 9.86

Natural Light 8.09 9.00 8.98

Making use of natural building materials e.g. natural wood, rock, steel 8.20 8.50 8.96 8.71

Making use of natural décor e.g. Namibian baskets nailed to walls 7.96 7.10 8.40 8.57

Local music playing in the background 7.71 8.70 8.22 8.57 Having tourists meet and interact with Namibians 8.46 9.10 9.04 9.86



ATTRACTIVENESS OF ACTIVITIES OFFERED

Respondents were presented with a list of proposed activities to be offered at the Namibian Arts &

Crafts Centre. Again they were required to rate the attractiveness of the proposed activities on a scale

of 1 to 10 where 1 means that they “do not like the idea at all” and where 10 means that they “like the

idea very much”.

HIGHEST MENTIONS

The general public felt that all the activities are attractive as none of the scores awarded was below 7

out of 10. The highest score was awarded to the proposed arts and crafts centre having a large lecture

room to be hired out or used by the community. It scored 9.21 out of 10.

Tour operators indicated that they like the idea of a café very much, as did the tourists. A high score

was awarded for this proposed activity by both stakeholder groups.

The COSDEF Employees mentioned that the bead making proposed activity would be the believed

most attractive activity. Employees score it 9.57 out of 10.


The general public like the idea of a picnic area second most. It received a score of 8.68 out of 10.

The tour operators would like to see a landscaped water friendly indigenous garden at the proposed

arts and crafts center. This is interesting as tourist suggested more plants and trees when asked to

give advice or suggestions on how the proposed arts and crafts center can be improved. It is clear that

tour operators know their customers when it comes to the tourists. It can therefore also be stated that

a natural environment is valued by tourists and tour operators as ‘natural light’ was also an element

that was indicated as very important to keep in mind when designing the center.

Tourists indicated that they would like to see the solar ovens at the center. Tourist as found in this

study would like to experience Namibian as a whole. This includes both food and people.

The COSDEF Employees scored jewellery making, leather works, lecture room and a café all 9.29 out of

10. The above being the 2nd most viable proposed activities according to them.



3RD HIGHEST MENTION

The amphitheater was mentioned by both the general public and the tour operators. These

stakeholder groups would like to see performances being offered at the amphitheater.

The tourist would like to see school shops. It links back to wanting to experience Namibia as a whole,

but to also wanting to support the communities where possible.

The COSDEF Employees score ‘beauty therapies’ as the 3rd most liked idea. It is interesting that the

rest of the stakeholder groups rated this activity as not important and low.

Please Note:

1. Highlighted in pink

2. Highlighted in yellow

3. Highlighted in green

Please see table below with results:

General Public


Employees Pottery 8.09 7.70 7.34 8.57 Jewellery 8.28 8.10 7.56 9.29 Bead making 8.13 8.10 7.60 9.57 Leather works 8.25 7.90 7.88 9.29 Glass recycling e.g. making products from used glass and bottles 7.98 8.80 7.48 8.86

Solar ovens - bread making & traditional food products 7.73 6.60 8.48 7.57

Wire products 7.79 6.80 6.42 7.71 Dress making 7.65 7.20 7.66 7.00 Basket weaving 7.53 8.50 7.48 7.43 Hair braiding 7.00 7.20 7.40 6.14 Massages 7.48 5.40 5.82 8.43 Beauty therapies using natural products such as Kalahari Melon seed, xemenia etc. 7.64 5.50 6.02 9.00

A large lecture room to be hired and to be used by the community e.g. school projects 9.21 7.30 7.92 9.29

A main shop 7.98 6.90 8.10 8.00 A café 8.24 9.40 8.56 9.29 Amphitheatre with performances e.g. cultural dancing 8.39 9.00 8.56 8.71



School shops e.g. where kids can sell their products 7.53 7.80 8.42 7.43 Flea market 7.40 7.80 7.98 7.00 Public lectures 7.08 7.60 7.22 9.00 Puppet show 7.00 5.90 5.84 7.00 Landscaped water friendly indigenous garden 8.24 9.20 7.94 8.00 Maze type theme playground for children to play in 7.89 7.30 7.70 8.86 Picnic area 8.68 6.90 8.14 8.14

OPENING AND CLOSING TIMES

Respondents were asked to comment on the times when they believe the Namibian Arts & Crafts

Centre should be open. The table below indicates all responses provided by each stakeholder group

together with the average and most frequent opening and closing time recommended by each.

OPEN FROM

From the information provided below, it is clear that:

The general public and tour operators mentioned that the centre should open its doors at

08h00 in the morning.

The tourists would like the centre to open at 0900 in the morning.

The COSDEF employees indicated that the centre should open at 07h00 in the morning.

OPEN TILL

The general public would like the centre to close at 17h00 in the evening

The tour operators and tourist indicated that the centre should close at 18h00 in the evening.

COSDEF employees indicated the closing times as 18h00 or 19h00.

Please see the tables below.



OPEN FROM OPEN TILL General Public Tour Operator Tourists General Public Tour Operator Tourists 08:00:00 07:30:00 06:00:00 14:00:00 18:00:00 15:00:00 08:15:00 08:00:00 07:00:00 16:00:00 18:45:00 16:00:00 08:30:00 08:30:00 08:00:00 16:45:00 19:00:00 17:00:00 09:00:00 09:00:00 09:00:00 17:00:00 18:00:00 10:00:00 10:00:00 18:00:00 19:00:00 12:00:00 13:00:00 19:00:00 20:00:00 13:00:00 14:00:00 19:20:00 21:00:00 15:00:00 20:00:00 22:00:00 16:00:00 21:00:00 22:00:00 23:00:00 00:00:00

Mean 08:20:39 08:03:20 09:02:24 18:39:49 18:13:08 18:44:24 Most

08:00:00 08:00:00 09:00:00 17:00:00 18:00:00 18:00:00

COSDEF EMPLOYEES

OPEN FROM OPEN TILL 8h00 18h00 5h00 23h00 7h00 19h00 7h00 12h00 7h00 19h00 8h30 18h00 8h00 21h00

Mean 07h19 18h57 Most Frequent 07h00 18h00 & 19h00

VIABILITY OF THE NAMIBIAN ARTS & CRAFTS CENTRE

BELIEVED VIABILITY

Now that respondents are aware of what is proposed for the new Namibian Arts & Crafts Centre in

Swakopmund, they were asked whether they believe the Centre to be viable.

The following can be noted between stakeholder groups:

The general public gave the highest score of 9.40 out of 10

The tourist gave the 2nd highest score of 9.02 out of 10

The crafters gave the lowest score, but still a high score of 7.83 out of 10

100% of the employees believe the centre to be viable



VISUAL APPEAL

Visuals of the proposed centre were shown to some of the stakeholder groups. The participants had

to give an overall mark out of 10 for the image that is portrayed in the visual. In other words what the

centre would look like.

The following can be noted between stakeholder groups:

The general public gave the highest score of 9.03 out of 10

The tourist gave the 2nd highest score of 8.62 out of 10

The crafters gave the lowest score, but still a high score of 8.07 out of 10

BELIEVED VIABILITY

PERSONALLY USING THE FACILITY

After the idea of the proposed arts and crafts centre in Swakopmund was communicated and the

visuals shown, stakeholder groups were asked whether they would visit the centre. It is positive to

see that an average of 81.2% of the total sample indicated a ‘yes’ to this. 97.6% of the general public

sample indicated that they would like to visit the centre.

7 7.5 8 8.5 9 9.5

The idea of opening a Namibian Arts and Crafts Centre in Swakopmund

The image that is portrayed in the visual. In other words what the centre would look like.

7.83

8.07

9.40

9.03

9.02

8.62

What do you think of the idea of what the centre will look like?

Tourists General Public Crafters



VIABILITY OF OTHER NAMIBIANS VISITING THE CENTRE

The vast majority of all the stakeholders indicated that they feel other Namibians would also be

interested in visiting the centre. Please see the graph below.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

Maybe

97.6%

2.4%

80.0%

20.0%

66.0%

18.0%

16.0%

Now that you have an idea of what the centre would look like and what activities can be offered, would you want to visit this centre?

Tourists Tour Operator General Public Crafters

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

Maybe

92.5%

2.5%

5.0%

70.0%

30.0%

98.0%

2.0%

Do you think other Namibians would also be interested in visiting this centre?

Tourists Tour Operator General Public Crafters



OVERALL RESULTS ON VIABILITY OF PROPOSED ARTS & CRAFTS CENTRE






score obtained for each are presented in the graph below.

The top five most viable ideas indicated by all stakeholder groups were:

1. Having a visitors information centre providing directions, accommodation and activities for

the town and region

2. The proposed centre should be busy with an active environment where visitors can witness

the products being produced

3. The arts and crafts units’ should be made from traditional materials and colours should be

used to reflect the different hues of the Namibian regions

4. The amphitheatre should be covered with a large removable white tent due to the weather

conditions often present at the coast.

5. Having images of the North, homesteads, Ruacana Falls, Epupa, Opuwo, Kavango River to be

subtly projected on a white wall inside the café/shop.

Please see the graph below for more information.







importance where 1 is “not important at all” and 10 is “very important”.

The top five most important elements indicated by all stakeholder groups were:

1. Cleanliness

2. Having tourists meet and interact with Namibians

3. Operating times

4. Making use of natural building materials

5. Natural light







idea very much”.

The top ten most attractive activities indicated by all stakeholder groups were:

1. A large lecture room to be hired out or used by the community

2. Amphitheatre with performance

3. A Café

4. A picnic area

5. Leather works

6. Landscaped water friendly indigenous garden

7. Jewellery

8. Bead making

9. A main shop

10. Solar ovens & Glass recycling



Please see the graph below.

PROPOSED ENTRANCE FEE

Respondents were asked which entrance fee they believe should be charged at the centre. Tour

operators where further asked whether the proposed entrance fee should be charged per group or

per person.

You will notice that the majority of respondents indicated that they believe the entrance to the

Namibian Arts & Crafts Centre should be free...




BELIEVED VIABILITY


Swakopmund, they were asked whether they believe the Centre to be viable.

A mean score of 8.99 was awarded for the idea of opening the proposed arts and crafts centre. This is

a very positive score and it can therefore be stated that all stakeholders think the centre to be viable.

VISUAL APPEAL

Visuals of the proposed centre were show to some of the stakeholder groups. The participants had to

give an overall mark out of 10 for the image that is portrayed in the visual. In other words what the

centre would look like.

A mean score of 8.72 was awarded for the image that was portrayed in the visual. It can therefore be

stated that the majority of all the stakeholders liked the visual of what the centre could potentially

look like.


0 1 2 3 4 5 6 7 8 9 10



8.99

8.72

What do you think of the idea of what the centre will look like?



PROPOSED LOCATION

PROPOSED VIABILITY OF LOCATION

Respondents were told of the proposed location for the Namibian Arts & Crafts Centre and were asked

whether they believe that it will still be viable. It is clear from the graph below that overall 63.5% of all

stakeholders indicated that they think the proposed location will work.

WHY WILL THE PROPOSED LOCATION WORK?

Respondents indicated that the main reasons why the proposed location will work are because:

1. “It is close to/on the road and at the entrance of Swakopmund

2. “Easily seen or located”

3. “Close to the airport”

4. “Most people make use of those two roads”

5. “No disturbances and noise”



Close to/on the road and at the entrance of Swakopmund 26.09% Close to the airport 8.70% Most make use of those two roads 7.61% No disturbances and noise 7.61% Away from traffic congestion 1.09% Easily seen/located 26.09% Close to the Swakopmund but out of town 6.52% They should talk to other towns, make it in the newspaper and market it in magazines so that people that are coming to Swakopmund will be attracted and make transfers and call out all artist around the world and outside the world 1.09% Because there is already one in the town itself 1.09% The town is too small. There is not enough space for a new centre therefore the chosen place is good 1.09%

First thing you see so you spent money first there before you see anything else 1.09% To support the entrepreneurs who will be selling at the centre 1.09% People will come for the opening if the advertising is fine and if the price is right. I will be there 1.09% It looks beautiful and the people will like it 1.09% Great enterprises, business opportunities, greater area for everybody that passes by 1.09% Because it is next to the Mondesa location. Local people can go there whenever they get bored 1.09% The local people will also come. Every Namibian will come to that place because the place is at the main road 1.09% Group clients can be taken to the site in their bus or vehicle. Individual travellers / self-drive clients attention will need to be created by other means - i.e. large bill boards 1.09% Parking will not be a problem 1.09% Everyone will want to visit a new centre. They want to travel around 1.09% If there is good advertisements 1.09% Tourists love to see great places and this centre looks great. People won't mind going there and the location is great 1.09% 100.00%

NEW PROPOSED LOCATION

Respondents suggested that the centre is built in the centre of town. This was indicated by 42.8% of

the tourist that took part in the survey. Please see the table below with the response highlighted in

green.



If all the reasons for the proposed new location are summarised it all boils down to the fact that the

city centre is closer to everyone and everything. 51.4% indicated that the arts and crafts centres

should be located in the City Centre of Swakopmund.

Please see the table below for further detail.

Respondents had to indicate their reasons to the above new proposed locations. Please see the table

below for responses recorded.



Arts

& C

raft

Ce

ntre

in to

wn

Beac

hfro

nt o

r Be

ach

Gar

dens

Betw

een

Swak

opm

und

and

Wal

vis B

ay

City

cen

tre

Clos

e to

the

Jett

y

Coas

t lin

e

Indu

stria

l are

a or

to

wn

itsel

f

Kem

pins

ki si

te

Mon

desa

Nel

son

Man

dela

Av

e an

d 1s

t Ave

Nex

t to

peop

le

Nor

drin

g

Ock

s&M

eyer

str i

n th

at c

orne

r

Opp

osite

the

Swak

opm

und

Bung

alow

s

The

stad

ium

Vine

ta

A lot of tourists love visiting the beach and moving in this area. It would be convenient for the crafters to make money

100% 0.0%

Because everybody goes to town and has access to it 5.3%

Because it is close to people's houses 0.0% 33.3%

Because it will attract the local community and tourists 5.3%

Because it will be cheap for those who do not have cars 0.0% 33.

3%

Easier to go there 5.3%

Everybody moves in town and business can be of greater benefit for crafters and easier for customers

5.3%

Everyone walks around the area 0.0% 100%

Everyone will visit the centre if it's in town like out of town, no ways 5.3%

foot traffic, part of Swakopmund

0.0%

100%

It allows access to all people and it will be close to all people 5.3%

100%

It is a central business working area and it is going to be easy for everyone to see 0.0% 100

%

It is a tourist attraction area and they frequently move up and down in the city/town 5.3%

It is close to everyone 5.3%

It is closer for the people of the community to come there 0.0% 33.

3%

It is closer to everyone and will attract more people 5.3%

It is for everyone to see 5.3%

It is nice there 0.0% 100%

It is too far, put it in a walking distance 5.3%

It will save time and transport cost. It is near other tourist facilities 5.3%

It's closer to everybody 5.3%

It's more central 50%

More in the centre 50%

More tourists come from the harbour. They don't go to far places. They only go up to Swakopmund. I think the centre should be at Langstrand

100%

Nice place because it is near the sea 100%

Sell where people are and money comes to you 100%

That's within walking distance, people can get there easily 5.3%

The fact that it's situated in town and it makes it convenient for all to move in that direction

100.0%

There will be more customers and during holidays and weekends people can go there. It should be near the see, because a lot of people like going there and it will attract them.

5.3%

They should move it 1km closer to the centre of the town 5.3%

They will make more profit, I am sure 5.3%

Tourists are well founded and well treated 100%

Visitors will be able to see it as it is through the main road. Local people will also have a chance because it is in the location.

100.0%

We all go to town and it is a daily routine and access is much more convenient 5.3%

Where the customers are is where the money is 5.3%

You have more tourist traffic there. There is a loophole from Windhoek to Swakop as most travel from South to North.

100%



ADVERTISEMENT MEDIUM

Respondents had to indicate which media medium they would prefer to learn about the proposed arts

and crafts centre.

It is clear from the graph below that respondent chose the following top 3 mediums:

23.7% Newspapers

22.3% Television

20.9% Radio




RECOMMENDATIONS ON PROPOSED ARTS & CRAFTS CENTRE

Overall the following can be stated:

All stakeholder groups are positive about the proposed arts and crafts centre

The crafters in Swakopmund have reservations regarding the centre – it is unsure as to what

the precise reasons are, but it could be over-come by open and regular communication

Care should be taken when designing the activities and layout of the centre as it was often

found in the data that tourists have a different focus than the rest of the stakeholder groups.

Tourists focus on having to meet and interact with Namibians and experience Namibian

tranquillity and cuisine.

A Namibian theme should be used throughout the design and decoration of the centre.

Overall it can therefore be argued that the ideas presented were all received positively and

believed to be viable. Based on the observed scores, it is suggested by AdforceDDB that

particular attention is given to creating an information centre that is lively and where tourists

can have the freedom to interact with Namibians. Please note that it was regarded as more

viable for visitors to the Centre to observe products being produced rather than participating

themselves. Participation however did not receive a low viability score in general. It may

however require more encouragement to render it viable.

You will notice that respondents felt that the proposed elements such as cleanliness, having

tourists meet and interact with Namibians, operating times, natural light; natural building

materials were identified as the top 5 elements to incorporate at the proposed arts and crafts

centre. Overall it can be stated that all the elements were indicated as important as the means

score were above 7 out of 10. Good ratings were awarded for each element.



It is suggested by AdforceDDB that all of these elements are present in the proposed Namibian

Arts & Crafts Centre. Particular attention should be given to keeping the Namibian Arts

&Crafts Centre clean and offering a space where tourists can interact with Namibians. As also

seen under the heading of viability, personal touch and interaction with Namibians were

regarded as the most important elements to the Namibian Arts & Crafts Centre, closely

followed by the Namibian ambiance created through natural building material and local music

playing in the background. Natural Namibian decor and natural light were also rated as very

important.

Again you will notice that on average, all of the proposed activities scored favourably. The

lowest scoring activity was for a puppet show scoring 6.53 out of 10. The 2nd lowest scoring

was for massages scoring 6.82 out of 10. None of the activities scored lower than 6 out of 10.

Please note however that although these activities received the lowest rankings, their scores

were still favourable. If however the Namibian Arts & Crafts Centre cannot afford to offer all of

the proposed activities, these should be the first to be cut.

A focus on education is also regarded as attractive with lectures and a public lecture room

being positively received. A cafe was also regarded as a great draw card. This was expected as

visitors to the Namibian Arts & Crafts Centre might stay for a while, therefore requiring the

availability of refreshments. A Main shop and picnic area is viewed as important as it

contributes to tourists interacting with Namibians and experiencing Namibia. The general

public would also make use of these facilities during the low tourist season.

It is suggested by AdforceDDB that the above activities are not compromised on since they all

received the highest scores.

It is recommended that the centre opens at 08h00 in the morning and closes at 18h00

The entrance fee should be free

Stakeholders would like to see advertisement of the centre e.g. in hotels, the newspapers both

local and international

Stakeholders would like a swimming pool to be added to the centre

There should be a lot of plants



Overall the visual representation is favoured by the majority of stakeholders

Care should be taken to keep up with the standards firstly introduced at the centre when it

comes to cleanliness and staff attitude.

Continuous customer feedback should be gathered to improve where necessary and to keep

standards high.

OVERALL CONCLUSION TO BE

DRAWN FROM THE RESEARCH:

The proposed arts and crafts centre is perceived as viable

The proposed location is perceived as viable The majority of all stakeholders would want to

visit the centre should it open in Swakopmund.



CRAFTERS

COMPREHENSIVE

REPORT



SAMPLE INFORMATION

AdforceDDB is of the opinion that it was necessary for the producers of arts and crafts to take part in

this study as the proposed Arts & Crafts Centre would not be viable if there are no products to

produce and to be sold at the centre. In this report the producers will be referred to as: Crafters.

Intercept interviews were conducted with Crafters in and around Swakopmund, Okahandja and

Windhoek. A 10-15min structured questionnaire was used.

The following sample was drawn:

Okahandja Total sample: 10

Swakopmund Total sample: 10

Windhoek Total sample: 10

30

SCREENER QUESTIONS

Screener questions were asked to ensure that the right people were interviewed for this project.

ARE YOU 18 YEARS OR OLDER?

Respondents were asked whether they are 18 years or older. From the pie chart below it is clear that

all Crafters interviewed were 18 years and older.

100%

0%

Are you 18 years or older?

Yes No



DO YOU MAKE THESE CRAFTS YOURSELF?

The Crafters were asked whether they make their own products of if they only sell the products for

someone else. All Crafters interviewed had to make their own crafts in order to take part in this

survey. Of the total sample, 100% of the Crafters that took part in this survey make their own crafts.

Please see the pie chart below to support the statement made.

DEMOGRAPHICS

GENDER

No gender split was specified for the Crafter segmentation. It is interesting to note from the chart

below that 80% of the Crafters interviewed were male and only 20% were female.

80%

20%

Gender dispersion

Male Female

100%

0%

Do you make these crafts yourself?

Yes No



CRAFTER MATERIAL

Crafters were asked to indicate which craft materials they would describe as their field of expertise.

This information could be useful when sourcing a variety of crafts for the proposed Namibian Arts &

Crafts Centre in Swakopmund. From the chart below it can be noted that 43.3% of Crafters make

crafts from wood, 26.7% make crafts from beads and 10% use Makalani Palm Tree nuts to make crafts.

Other materials mentioned were weaving, linocut and traditional materials. Some Crafters

furthermore specified a combination of more than one material from which they produce their crafts.

When further exploring this question between sample points it is interesting to note that the majority

of Crafters in Windhoek (40%) specialise in bead work whereas the majority of Crafters in Okahandja

(60%) and Swakopmund (50%) specialise in wood crafting.

Of the Crafters interviewed during this study only the Windhoek Crafters (30%) make crafts from

Makalani Palm Tree nuts.

Please see the table below for more information.

26.7%

3.3%

3.3%

10.0%

3.3%

43.3%

6.7%

3.3%

What material is your field of expertise?

Beads Beads and Tradition Materials Linocut Makalani Palm Tree nuts Weaving Wood Wood and Beads Wood and Weaving



Windhoek Okahandja Swakopmund Beads 40.0% 20.0% 20.0% Beads and Traditional Materials 10.0% Linocut 10.0% Makalani Palm Tree nuts 30.0% Weaving 10.0% Wood 20.0% 60.0% 50.0% Wood and Beads 10.0% 10.0% Wood and Weaving 10.0% 100% 100% 100%

Typical Crafts sold:

For your information below please find images of typical crafts sold by the Crafters interviewed.



AGE DISPERSION

Respondents were asked to specify their exact age. The graph below displays the age dispersion of the

Crafters interviewed in Windhoek, Okahandja and Swakopmund respectively. The majority of Crafters

fall into the age category of 31-40. This was true for all three sample points.

REGION OF BIRTH

The Crafters had to state in which region of Namibia they were born. Non-Namibian citizens were

asked in which country they were born instead.

The majority of the Okahandja Crafters (60%) were born in the Okavango Region.

The majority of the Windhoek Crafters were born in the Omusati (30%) and Kunene Region

(30%).

The majority of the Swakopmund Crafters were born in the Ohangwena (20%) and Caprivi

(20%) region.

A percentage of Swakopmund Crafters (30%) were born in another African country.


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

18 - 24 years

25 - 30 years

31 - 40 years

41 - 45 years

46 - 50 years

51 - 55 years

56 - 60 years

61+ years

20.0%

60.0%

10.0%

10.0%

20.0%

20.0%

50.0%

10.0%

20.0%

70.0%

10.0%

Age dispersion

Swakopmund Okahandja Windhoek



COAST VISITED

Crafters were posed the question of whether they have been to the Coast of Namibia before. The

graph below depicts that the majority of all Crafters interviewed have been to the Coast of Namibia.

This is very positive as one would assume that the Crafters would have an idea of what would work at

the Coast and what would not work at the Coast in terms of arts and crafts.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Caprivi

Erongo

Hardap

Karas

Khomas

Kunene

Ohangwena

Okavango

Omaheke

Omusati

Oshana

Oshikoto

Otjizondjupa

Other: Congolese

Other: Matabeleland North/Zimbabwe

Other: Zambian

Other: Zimbabwean

20.0%

30.0%

10.0%

30.0%

10.0%

10.0%

60.0%

10.0%

10.0%

10.0%

20.0%

10.0%

10.0%

20.0%

10.0%

10.0%

10.0%

10.0%

Region dispersion


0% 20% 40% 60% 80% 100%

Windhoek

Okahandja

Swakopmund

60.0%

60.0%

100.0%

40.0%

40.0%

Have you been to the Coast of Namibia?

No Yes



The main reasons given by those Crafters who indicated that they have not been to the Coast of

Namibia were that they “have not had the opportunity to go there” and that “they don’t have money

for transport and accommodation”.

When taking a closer look at the reasons given above and splitting them between sample points it was

found that only the Okahandja Crafters pointed out that they “do not have money for transport and

accommodation” to travel to the Coast whereas the Windhoek Crafters “have not had an opportunity

to travel”. Please note that the Swakopmund Crafters are not represented in this graph as they reside

at the Coast.

MONTHLY INCOME FROM CRAFTS

Crafters had to state their monthly income which they earn from selling their crafts. Both the majority

of Okahandja and Windhoek Crafters (50% respectively) indicated that they earn >N$1000 on a

monthly basis by selling their crafts. 30% of the Okahandja Crafters and 20% of the Windhoek Crafters

earn between N$3000-4999.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

I don't have money for transport and accomodation

I have not had the opportunity to go there yet

I just stay in Windhoek

I'm busy with my business in Okahandja. I do not have time to travel.

66.7%

33.3%

50.0%

25.0%

25.0%

If NO, Why not?




The Crafters in Swakopmund make a good living from selling crafts. It was indicated by 50% of the

Swakopmund Crafters that they earn between N$3000-4999 on a monthly basis. 40% earn between

N$1001-2999 per month.

Please see the graph below to support the above statements made.


WILLINGNESS TO SELL GOODS

The Crafters were asked whether they would be willing to sell their goods at the new Arts & Crafts

Centre, should they have the opportunity to do so. In order to answer this question, the Crafters were

shown the proposed image of the new Arts & Crafts Centre. All Okahandja Crafters (100%) pointed out

that they would indeed be willing to sell their goods at the new Arts & Crafts Centre. Only 20% of the

Windhoek Crafters indicated that they “would not” be willing to sell their goods at the proposed Arts

& Crafts Centre in Swakopmund whereas 80% would be willing to do so. 10% of the Swakopmund

Crafters said that they would “maybe” sell their goods at the centre whereas 90% stated that they

would sell their goods at the new centre. Overall this is a very positive finding as the centre cannot be

successful unless there are arts and crafts to be sold.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

> N$ 1000

N$ 1001 - 2999

N$ 3000 - 4999

N$ 5000 - 7999

N$ 8000 - 10 999

N$ 11 000 - 14 999

N$ 15 000+

50.0%

10.0%

20.0%

10.0%

10.0%

50.0%

20.0%

30.0%

40.0%

50.0%

10.0%

Income dispersion




Please see the graph to follow for further detail.

It is important to note that only the Swakopmund Crafters would “maybe” sell their goods at the

proposed Arts & Crafts Centre in Swakopmund. The main reason for the answer given was that they

would like to see the new centre first before deciding to sell their goods there.

Windhoek Okahandja Swakopmund

Seeing is believing. I want to see the new centre first 100.0%

100%

The main reasons of the 20% of Windhoek Crafters for not being willing to relocate to the Coast were

“because of the weather, it is cold at the coast” and that “they do not want to re-locate” to

Swakopmund.


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Windhoek

Okahandja

Swakopmund

80.0%

100.0%

90.0%

20.0%

10.0%

Would you be willing to sell your goods at this Arts & Crafts Centre?

Maybe No Yes




Because of their weather condition, it is very cold there 50.0%

I don't want to re-locate 50.0%

100%

COSDEF community centres may be used to buy arts and crafts from Crafters for their crafts to be sold

at the proposed Arts & Crafts Centre. Crafters were asked if they would be willing to sell their crafts

through the centres should this be the case.

The graph below indicates that all Crafters are eager to sell their goods through COSDEF community

centres. Only 20% of the Swakopmund Crafters indicated a “maybe” at this question.

REMUNERATION FOR CRAFTS

Crafters had to indicate how they would like to be remunerated for their crafts should these be sold

through the COSDEF community centres. The majority of all Crafters indicated that they would like to

be “immediately remunerated in cash”. Only 10% of the total sample indicated that they would like to

receive payment through commission.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Windhoek

Okahandja

Swakopmund

100.0%

100.0%

80.0%

20.0%

Would you be willing to sell your crafts to them so they can sell it at the Namibian Arts and Crafts Centre in Swakopmund?

Maybe No Yes




BELIEVED VIABILITY

After being presented with the visual image of the proposed Arts & Crafts Centre, Crafters had to give

a mark out of 10 for the idea of opening such a centre at the Coast. The overall mean score that was

given by all Crafters was 7.83 out of 10. Considering the results between sample points it is clear from

the graph below that the Windhoek Crafters gave the lowest rating for the idea of opening the centre

(7.10). The highest score was given by the Okahandja Crafters (8.50).

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Windhoek

Okahandja

Swakopmund

10.0%60.0%

80.0%

90.0%

30.0%

20.0%

10.0%

How would you like to be remunerated for your crafts?

Payment immediately into your bank account Payment immediately in cash By commission

0 2 4 6 8 10

Windhoek

Okahandja

Swakopmund

7.10

8.50

7.90


Mean



VISUAL APPEAL

Crafters had to then give a mark out of 10 for the portrayed visual, in other words how the centre

would look like. The overall mean score that was given by all Crafters was 8.06 out of 10. Considering

the results between sample points it is clear from the graph below that the score given by the Crafters

in each sample point was more or less the same. It ranged from 8.00 to 8.20 out of 10. A score of 8

out of 10 is a positive rating.

ADVISE FOR IMPROVED APPEAL

The Crafters were asked to give advice on what they believe would attract themselves and other

Crafters to join the centre and in turn make this a viable project. The table below presents the advice

given by the Crafters.


Allow crafters to do small crafting activities on the premises so that customers can as well see how things are done. This way customers can even do direct orders on crafts and have it every way they want it to be crafted. Lastly they should have affordable rent for crafters.

10.0%

Clean area to operate, smart view and a wide variety of space 12.5% For them to look at the majority of crafters of wood, Linocuts and beads' that there should be a competition 10.0%

Good communication between crafters and the Arts & Crafts Centre 10.0%

0 1 2 3 4 5 6 7 8 9 10

Windhoek

Okahandja

Swakopmund

8.00

8.20

8.00

The image that is portrayed in the visual. In other words what the centre would look like

Mean



Good marketing for the centre to attract customers. That will make us join the centre 10.0%

Great hygiene, open business people, cleanliness of the area, greater view that attracts people 12.5%

Have a very big area which is clean and the stands should be very big as well to accommodate all our crafts 10.0%

Have accommodation for crafters at the centre which is affordable 10.0%

Have cheap rent for crafters at the centre 10.0% I like the idea 10.0% In the case of where I have to relocate to Swakopmund they must provide accommodation to crafters. Provide tools to cave more crafts.

10.0%

Motivation of a clean area, learning and craft abilities in the centre, become business orientated on the centre 12.5%

Smart view, great cabin places, open flexibility with the people and very Clean spot 12.5%

The centre should be clean and well organised 12.5% The centre should be very big, and the stand where crafters will be selling from should be big 10.0%

The centre should have good management 20.0% The place is well known and very clean, toilets and water available, very hygienic 12.5%

The place must be big clean and well build. Everything must be there that people need. 12.5%

The place should be clean and attractive 12.5% The trading stands should be affordable 10.0% They must advertise the Arts & Crafts Centre properly so that a lot of customers or general public know about the place 10.0%

They should have a good organisation structure and good advertising 10.0% 20.0%

They should provide accommodation and have a place that sells refreshments 10.0%

To have patience. There are times when they will feel that there are no clients and customers. Importantly they must have good customer service and say what type of woods they are selling and where it's coming from and the meaning of the wood.

10.0%

When they do their marketing they should include a lot of cultural activities, products to attract tourist and this would attract us crafters to join the centre

10.0%

100% 100% 100%

PROPOSED LOCATION


A map of the proposed location of the new Arts & Crafts Centre was shown and explained to the

Crafters. Please note that this question was only posed to those Crafters who have been to the Coast



of Namibia before. One would assume that a person who has not been to the area will have difficulties

in commenting on the location.

The following is clear from the graph below:

83.3% of the Okahandja Crafters feel that the proposed location will work

100% of the Windhoek Crafters feel that the proposed location will work

70% of the Swakopmund Crafters feel that the proposed location will not work


The reasons indicated by the Crafters that feel the proposed location “will work” are presented in the

table below. Please keep in mind that this was 83.3% of the total Okahandja Crafter and 100% of the

Windhoek Crafter sample.

In summary, the main reasons of why the proposed location will work are:

“It will capture customers from the airport side”

“Those coming in or out of Swakopmund using the main road”

“The centre is next to the road”

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Windhoek

Okahandja

Swakopmund

100.0%

83.3%

10.0%

16.7%

70.0%

20.0%

Do you think the proposed location will work?

Maybe No Yes




Because it is close to the road 16.7% Because it is close to the road. No one will really miss it especially tourists. The crafters should just be well organised and the centre will then be a good place for tourists

20.0%

Because it will capture customers from the airport side and those from the main road to Swakopmund 40.0%

Because most tourist are coming into Swakopmund. The centre is next to the road and it will be attractive. Tourists are all over the place because Swakopmund will be expand in future

100.0%

Most tourists going to the airport or using the main road to Swakopmund will make a turn at the centre 33.3% 20.0%

Most tourists going to the airport or using the main road to Swakopmund will make a turn at the centre 16.7%

People making use of the main road into Swakopmund will definitely make a stop at the centre 16.7% 20.0%

They should talk to other towns, make it in the newspaper and market it in magazines so that people that are coming to Swakopmund will be attracted and make transfers and call out all artist around the world and outside the world

16.7%

100% 100% 100%

WHY MIGHT THE PROPOSED LOCATION WORK?

The reasons indicated by the Crafters that feel the proposed location will “maybe” work are presented

in the table below. Please keep in mind that only 20% of the Crafters indicated this and they all are

based in Swakopmund.


It is located at the airport and that can mean a lot of tourists visiting the venue daily 50.0%

It might, because some tourists are willing to go up to Martin Luther so the centre is almost next to it. 50.0%

100.0%

WHY WILL THE PROPOSED LOCATION ‘NOT’ WORK?

The reasons indicated by the Crafters that feel the proposed location will “not” work are presented in

the table below. Please keep in mind that this was 70% of the total Swakopmund Crafter sample and

16.7% of the Okahandja Crafter sample.



In summary, the main reason of why the proposed location will not work is:

“It is too far”


Business might not seem that busy, as we would want. It's far away from the Town Centre, where business can be optional and wider space

14.3%

Far from everything, it must be near everybody 14.3% Far from the centre town. It must be built near the town next to the old place maybe 14.3%

Is too far from town and all tourists are found in town where everything is found 14.3%

It's far from the local community 100.0% It's situated very far and the area, not lots of people will be able to make use of our services. It must be in a well-known area

14.3%

The area given is situated on the outskirts of Swakopmund and tourists move in town where all crafts and arts are found

14.3%

The area is situated far and very seldom tourists or buyers move in that area and less profit money will be generated for crafters

14.3%

100% 100%


Those Crafters who were of the opinion that the proposed location will not work were asked which

other location they would suggest instead and why. The majority of the Crafters indicated that the

proposed Arts & Crafts Center should be in the “City Centre”. Please see the table below for more

detail.

Windhoek Okahandja Swakopmund Beachfront or Beach Gardens 14.3% City Centre 42.9% Industrial Area or City Centre 14.3% Next to people 14.3% Old Arts & Crafts centre in town 14.3% Swakopmund City Centre 100.0% 100% 100%

The main reason for suggesting the above locations are presented in the table below. The main reason

for proposing the Swakopmund City Centre instead of the proposed location is “because everybody

moves in town and business can be of a greater benefit for crafters and easier for customers”.



Beachfront

or Beach Gardens

Industrial Area or City

Centre

Next to people

Old Arts & Crafts

centre in town

Swakopmund City Centre

A lot of tourists love visiting the beach and moving in this area. It would be convenient for the crafters to make money

100.0%

Because it will attract the local community and tourists 25.0%

Everybody moves in town and business can be of greater benefit for crafters and easier for customers

100.0% 50.0%

Sell where people are and money comes to you 100.0%

Tourists are well founded and well treated 100.0%

Where the customers are is where the money is 25.0%

100% 100% 100% 100% 100%

ADVERTISMENT MEDIUM

Crafters were asked which media medium they would prefer when it comes to informing them about

the proposed Namibian Arts & Crafts Centre in Swakopmund. From the graph below it can be noted

that the majority of all Crafters would like to be informed via the radio. 70% of the Crafters chose

radio as the preferred advertisement medium. 23.3% prefer the newspaper and the rest of the Crafter

sample prefer leaflets and television with 3.3% respectively. Please see the graph below.



COSDEF EMPLOYEES

COMPREHENSIVE

REPORT



SAMPLE INFORMATION

A list of COSDEF employees was provided to AdforceDDB by the Millennium Challenge Account

Namibia (MCA) in order to draw a sample from. Seven (7) COSDEF employees were randomly selected

for interviews from the list provided. The following individuals contacted were willing to participate in

the research study in the timeline provided. All questionnaires were completed anonymously meaning

that none of the answers given by respondents will be directly linked to their name.

Please see table below:

NAME OF RESPONDENTS COMMUNITY SKILLS DEVELOPMENT NAMIBIAN ARTS & CRAFTS CENTRE

EMPLOYED AT ROLE

Anselma Shiremo Rundu COSDEF Administrative Secretary

Ellis Tjiveza Gobabis COSDEF Coordinator

Yvonne Maletzky Mahetago COSDEF Administrative Secretary

Tusnelda Kamatui Otjiwarongo COSDEF Head of Namibian Arts & Crafts Centre

Victor Norman Swakopmund COSDEF Leather Production Facilitator

Jacques Arts and Crafts National Arts & Crafts Coordinator

Jacky Sanjath SME at Tsumeb Coordinator

AWARENESS OF PROPOSED NAMIBIAN ARTS & CRAFTS CENTRE

Respondents were asked to indicate whether they were aware that a Namibian Arts & Crafts Centre

was proposed for Swakopmund. It is interesting to note that 57% of COSDEF employees are already

aware that such a Namibian Arts & Crafts Centre is planned for Swakopmund. The question is, what

information have they received and do they believe the Namibian Arts & Crafts Centre to be viable?

Communication still has to reach 43% of COSDEF employees. It is important that the right medium is

used to communicate accurately and effectively about the proposed new Namibian Arts & Crafts

Centre so as to ensure a positive attitude towards it – further promoting its viability.



Please see the graph below indicating awareness of the proposed Namibian Arts & Crafts Centre in

Swakopmund:






score obtained for each are presented in the table below. It is very positive to note that the lowest

score out of 10 was a well above average 6.43 with the highest score being a near perfect 9.14 out of

10. It can therefore be argued that the ideas presented were all received positively and believed to be

viable.

Based on the observed scores, it is suggested by AdforceDDB that particular attention is given to

creating a lively Namibian Arts & Crafts Centre where tourists can have the freedom to interact with

Namibians. Please note that it was regarded as more viable for visitors to the Centre to observe



products being produced rather than participating themselves. Participation however did not receive a

low viability score in general. It may however require more encouragement to render it viable. A

tourist information centre is also thought to render the Namibian Arts & Crafts Centre feasible.

Creating that Namibian atmosphere is regarded as important to the viability of the Namibian Arts &

Crafts Centre. Images from the country need to be displayed and traditional material and colours

should be used. Least enthusiasm was expressed about the amphitheatre, soundtrack of bird-life and

local singing and the suggested horse shoe shape of units around the amphitheatre. It will be

interesting to know what reservations respondents might have about the amphitheatre and the

general shape of the Namibian Arts & Crafts Centre. This information was however not solicited in the

questionnaire.

PERCEIVED VIABILITY OF PROPOSED IDEAS Ideas Tested for believed viability Average Score

out of 10 MOST VIABLE IDEA

LEAST VIABLE IDEA

The Namibian Arts & Crafts Centre should be a busy active environment where visitors can witness the products being produced

9.14

Visitors Information Centre providing directions, accommodation and activities for the town and region 9.14

The shop/café may have images of the North, homesteads, Ruacana Falls, Epupa, Opuwo, Kavango river to be subtly projected on a white wall

8.43

The arts and crafts units’ may be made from traditional materials and colours reflecting the different hues of the regions

8.29

Visitors may be able to join in with the processes of making products e.g. jewellery 7.57

The amphitheatre may be covered with a removable large white tent 7.14

Soundtracks of bird-life and local singing may be played in the background in the café and main shop 6.71

The units producing the various items may be arranged in a horse shoe shape around a central amphitheatre 6.43








results. Again you will notice that respondents felt that the proposed elements such as cleanliness,

natural light, natural building material and decor being used, playing local music in the background

and having tourists meet and interact with Namibians were all believed to be important. The lowest

scoring mean was a very high 8.29 out of 10 with the highest score being a near perfect 9.86 out of 10.

It is suggested by AdforceDDB that all of these elements are present in the proposed Namibian Arts &

Crafts Centre. Particular attention should be given to keeping the Namibian Arts & Crafts Centre clean

and offering a space where tourists can interact with Namibians. As also seen under the heading of

viability, personal touch and interaction with Namibians were regarded as the most important

elements to the Namibian Arts & Crafts Centre, closely followed by the Namibian ambiance created

through natural building material and local music playing in the background. Natural Namibian decor

and natural light were also rated as very important.

BELIEVED IMPORTANCE OF CERTAIN ELEMENTS MOST IMPORTANT

LEAST IMPORTANT

Elements Tested for Importance Average Score

out of 10 Cleanliness 9.86 Having tourists meet and interact with Namibians

9.86

Making use of natural building materials e.g. natural wood, rock. steel

8.71

Local music playing in the background 8.57

Making use of natural décor e.g. Namibian baskets nailed to walls

8.57

Natural Light 8.29



Centre should be open. The table below indicates all responses provided together with the average

and most frequent opening and closing time recommended by respondents. From the information

provided below, it is suggested by AdforceDDB that the Namibian Arts & Crafts Centre opens between

07h00 and 07h30 in the morning and closes between 18h00 and 19h00 in the evening.



OPEN FROM OPEN TILL 8h00 18h00 5h00 23h00 7h00 19h00 7h00 12h00 7h00 19h00 8h30 18h00 8h00 21h00

Mean 07h19 18h57 Most Frequent 07h00 18h00 & 19h00


Respondents were asked which entrance fee they believe should be charged at the centre and

whether the entrance fee they suggested was for a group or price per person. Only one respondent

quoted a group rate of N$25 whereas all other respondents suggested an individual rate to be

charged. You will notice that the majority of respondents (42.9%) indicated that they believe the

entrance to the Namibian Arts & Crafts Centre should be free.

The overall mean entrance fee indicated for an individual rate was: N$ 12

Please see the supporting graph and table below: The table is a summary of the graph.

Entrance Fee

Free 42.9%

N$ 5 14.3%

N$ 10 14.3%

N$ 20 14.3%

N$ 25 Group Rate 14.3% 100%





Crafts Centre. They were required to rate the attractiveness of the proposed activities on a scale of 1

to 10 where 1 means that they “do not like the idea at all” and where 10 means that they “like the

idea very much”.

Again you will notice that on average, all of the proposed activities scored favourably. The lowest

scoring activity was hair braiding, receiving an average score of 6.14 out of 10. A puppet show, flea

market and dress making were also among the lowest ranking activities, each receiving an average

score of 7 out of 10. Please note however that although these activities received the lowest rankings,

their scores were still favourable. If however the Namibian Arts & Crafts Centre cannot afford to offer

all of the proposed activities, these should be the first to be cut.

The highest scoring activities come as no surprise as bead making, jewellery making and leather works.

These are all activities that visitors to the Namibian Arts & Crafts Centre can observe and even

participate in if they so wish. That personal interaction was previously stated as important. A focus on

education is also regarded as attractive with lectures and a public lecture room being positively

received. A cafe was also regarded as a great draw card. This was expected as visitors to the Namibian

Arts & Crafts Centre might stay for a while, therefore requiring the availability of refreshments. It is

interesting that from all the participative activities listed, the beauty therapies using natural products



were regarded as the most attractive. It is suggested by AdforceDDB that the above activities are not

compromised on since they all received a very high score of over 9 out of 10.




BELIEVED ATTRACTIVENESS OF PROPOSED ACTIVITIES

Proposed Activities Average Score

out of 10

MOST ATTRACTIVE

LEAST ATTRACTIVE

Bead making 9.57

Jewellery making 9.29

Leather works 9.29

A large lecture room to be hired or used by the community

9.29

A café 9.29

Beauty therapies using natural products 9.00

Public lectures 9.00

Glass recycling works 8.86

Maze type theme playground for children to play in

8.86

Amphitheatre with performances 8.71

Pottery 8.57

Massages 8.43

A picnic area 8.14

Landscaped water friendly indigenous garden 8.00

A main shop 8.00

Wire products 7.71

Solar ovens – bread making & traditional food products

7.57

School shops 7.43

Basket weaving 7.43

Dress making 7.00

Flea market 7.00

Puppet shows 7.00

Hair braiding 6.14


BELIEVED VIABILITY


Swakopmund, they were asked whether they believe the centre to be viable. You will notice from the



graph below that 100% of respondents believe that the Namibian Arts & Crafts Centre is viable. This is

fitting with the high average scores observed throughout this report. Please see the graph below:



REASONS FOR BELIEVED VIABILITY

Reasons given for the believed viability were as follows:

“Because of the activities that are offered and it may be educational and its diversity, all the

different cultures of Namibia”

“I think it works as it is a great initiative and something that we don't have of that magnitude

in and around Namibia”

“It has all those displays of Epupa Falls and the traditional music in the background which

tourist love very much”

“Because the things are natural and show the culture of Namibian people”

“Because it is based on a community and we have tried to work with the community and it has

worked”

“The Namibian Arts & Crafts Centre will be the first thing tourists and visitors to Swakopmund

will see when arriving and departing. The Namibian Arts & Crafts Centre will become a

meeting point for the above mentioned. It will also attract locals, as a must visit destination in

Swakopmund, as a break from the hustle and bustle from town”

“It will look good and the things they will offer are all good and relevant”


Respondents were asked to give advice as to what will make the Namibian Arts & Crafts Centre even

more desirable. Please see comments made below:

“If they can accommodate all age groups and add all cultures and Namibian history to the

Namibian Arts & Crafts Centre which would be of great educational value to the students and

tourists”

“They should market the Namibian Arts & Crafts Centre and have an outreach programme to

other regions as well and not just sit at Swakopmund”

“They must relocate the Namibian Arts & Crafts Centre so that everybody can have access to

it”

“They must advertise the Namibian Arts & Crafts Centre with good emphasis”

“Do something of quality”

“Keep it colourful, dynamic and exciting. Try to avoid the clichéd tourist 'attractions'”

“Do not to charge entrance fee, make sure that the foods are 100% marked as different

cultures and they should upgrade the standards of everyone who is coming to the Arts &

Crafts Namibian Arts & Crafts Centre to sell goods”



PROPOSED LOCATION



whether they believe that it will still be viable. It is interesting to note that the believed viability of the

Namibian Arts & Crafts Centre dropped from 100% to 71% due to the location. It is positive to note

that only one respondent believed that the location will render the Namibian Arts & Crafts Centre

unviable. It is clear that the proposed location might pose a challenge, however the majority of

COSDEF employees clearly feel that these challenges can be overcome.


Respondents posed the following reasons why they believe the location will be viable:

“Because it is near the airport and it will attract tourists and it will be easy to locate”

“It's on the main road so it will be accessible to the tourists. And the Swakopmund residents

won't have a problem travelling to that place on weekends”

“Because it will be the first place that people will want to visit as it is outside town”

“Most of the people are on the road and travelling in and out of Swakopmund”

“It's close enough for locals to go there and escape the noise of town”




Only one respondent stated that the location “might” work. The reason for this respondent’s

reservation was that he/she doubts whether the locals will find it accessible especially those required

to work at the Namibian Arts & Crafts Centre. It was however not felt that the location will not be a

barrier for tourists as it is thought to be “visible”.

WHY WILL THE PROPOSED LOCATION NOT WORK?

Only one respondent indicated that the location will “not” work. The reason given was simply that:

“It's very far”.

OTHER PROPOSED LOCATIONS

It was suggested that the Namibian Arts & Crafts Centre be moved to “the Namibian Arts & Crafts

Centre of town” since it will be “closer to everybody”. No precise location was however suggested.


You will notice from the graph below that the preferred advertisement medium is television. Leaflets

and e-mail were chosen second most often. Other mentions made were making uses of the internet,

information brochures, billboards and specific reference was made to using the Informante as a means

of advertising the Namibian Arts & Crafts Centre.

13%

16%

19%

22%

19%

13%

0%

5%

10%

15%

20%

25%

Radio Newspaper Leaflets Television E-mail Other

Advertisement Medium


GENERAL PUBLIC

COMPREHENSIVE

REPORT



SAMPLE INFORMATION

AdforceDDB believes that it is vital to explore local usage of arts and crafts as well. Therefore it was

important that the general public had to take part in this study. By including this stakeholder group,

the MCA will get an idea of what the local market’s needs are regarding arts and crafts, if any.

A sample was drawn from the Namibian general public. Public intercepts were conducted with

respondents in Swakopmund, Walvis Bay and Windhoek. A questionnaire of 5-10min was used. Data

collection will be kept in the strictest of confidence and all questionnaires were completed

anonymously meaning that none of the answers given by respondents will be directly linked to their

name.




Walvis Bay Total sample: 20

80

SCREENER QUESTIONS

A Screener question was asked to ensure that the right people were interviewed for this project.

ARE YOU 18 YEARS AND OLDER?

Respondents were asked whether they are 18 years or older. 100% of the total general public sample

was 18 years and older. Please see the graph below.



DEMOGRAPHICS

GENDER

There was a 50:50 split between male and female respondents taking part in the survey. This gender

split is representative of the Namibian population. Please see the graph below.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

100.0%


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Male

Female

50.0%

50.0%

Gender dispersion



OCCUPATION

Respondents were asked what their occupation is. Please see the table below for the occupations

communicated by the general public respondents:

SUMMARY OF THE TABLE:

19% of the total sample were students

10.1% were unemployed respondents

OCCUPATION OCCUPATION Assistant 2.5% Police Officer 2.5% Business woman 1.3% Rossing Foundation 1.3% Civil Servant 1.3% Salaries Administrator 1.3% Cleaner 3.8% Sales Assistant 3.8% Clerk 3.8% Sales Representative 1.3% Constructer 1.3% Salon Owner 1.3% Contract worker-Jack-Hummer specialist 1.3% Security Officer 1.3%

Data Capturer 1.3% Self employed 5.1% Designer 1.3% Soldier 2.5% Diesel auto mechanic 1.3% Student 19.0% Dressmaker 1.3% Swakopmund Entertainment Hotel 1.3% Fire watch 1.3% Taxi driver 1.3% Fish Packer 2.5% Teacher 2.5% Fisherman 1.3% Teller 1.3% General worker 2.5% Tour Guide 1.3% Housewife 2.5% Unemployed 10.1% IT 1.3% Waitress 1.3% Motor Mechanic 1.3% Warehouse manager 1.3% Nurse 1.3% Picker 2.5% Painter 1.3% Photographer 2.5%

AGE DISPERSION

Respondents were asked to specify their exact age. From the graph below it can be noted that:

36.3% of the total general public sample that took part in the survey falls into the 18-24 age

category





TOWN OF RESIDENCE

Respondents were asked in which town of Namibia they live.

The graph below depicts that:

51.3% of the total general public sample reside in Windhoek

26.3% reside in Walvis Bay

21.3% reside in Swakopmund

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

18 - 24 years

25 - 30 years

31 - 40 years

41 - 45 years

46 - 50 years

51 - 55 years

56 - 60 years

61+ years

36.3%

28.8%

23.8%

11.3%

Age dispersion

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Windhoek

Swakopmund

Walvis Bay

Other: Austria

51.3%

21.3%

26.3%

1.3%

Where do you live?



EMPLOYMENT STATUS

Participants were asked to indicate their current employment status. It is clear from the graph below

that the vast majority of the general public sample (58.8%) is currently full-time employed. This is a

positive finding. The 2nd highest mention was for respondents indicating that they are students

(16.3%). Of the total sample 11.3% are currently unemployed. None of the respondents interviewed

were pensioners. Please refer to the graph below.

MONTHLY INCOME

The respondents had to specify into which income group they fall. This means the monthly income

before any deductions.

The graph below depicts that:

45.0% of the total general public sample earn a monthly income of less than N$1000

23.8% earn a monthly income between N$1001-2999

None of the respondents that took part in the survey earn N$ 15000 or more per month

The overall recommendation to be made is that the entrance fee and activities offered at the

proposed Namibian Arts & Crafts Centre should not be expensive as the income earned by the

majority is not high. If possible the entrance fee should be free

Please see the graph below to support the above statements made.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Unemployed

Part-time Employed

Full-time Employed

Retired

Other: Student

11.3%

13.8%

58.8%

16.3%

Current employment status?




CENTRES VISITED

The general public was asked to indicate which Arts & Crafts Centres they have visited before. The

table below presents the Arts & Crafts Centres mentioned by the respondents. Please note that the

answers given might not refer to an actual centre but an open market instead.

The following can be deduced from the table below:

20.2% of the total sample indicated that they have visited the ‘Post street Mall’ arts and crafts

(Highlighted in orange)

11.9% of the general public sample has visited the ‘crafts opposite the Zoo Park/Gustav

Voigts’. (Highlighted in green)

7.1% have visited the ‘Windhoek Crafts Centre’. (Highlighted in purple)

7.1% have visited the ‘NamCrafts Centre’. It seems that the general public confuses the

Windhoek Craft Centre with the ‘NamCrafts’ curio shops. (Highlighted in blue)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

> N$ 1000

N$ 1001 - 2999

N$ 3000 - 4999

N$ 5000 - 7999

N$ 8000 - 10 999

N$ 11 000 - 14 999

N$ 15 000+

45.0%

23.8%

11.3%

13.8%

3.8%

2.5%

Income dispersion



ARTS & CRAFTS CENTRES VISITED Percentage Frequency Art Gallery 1.2% 1 Arts and Crafts in Katima Mulilo 1.2% 1 Arts and Crafts theatre 1.2% 1 Bushman Arts 1.2% 1 College of the Arts 1.2% 1 Crafts at Café Anton 4.8% 4 Crafts at Martin Luther 3.6% 3 Crafts next to prison in Swakopmund 4.8% 4 Crafts opposite Zoo Park/Gustav Voigts 11.9% 10 Dolphin Park 1.2% 1 Fidel Castro Street mall 1.2% 1 Gobabis Sun crafts 1.2% 1 In front of NamPost 1.2% 1 In town 1.2% 1 Independence Arts and Crafts 3.6% 3 Kanakulia 1.2% 1 Katima Mulilo Arts & Crafts 1.2% 1 NamCrafts Centre 7.1% 6 Namibian Museum 1.2% 1 NamPost Katutura 1.2% 1 Okahandja street mall 2.4% 2 Open Market at the Lighthouse 2.4% 2 Oshakati Arts and Crafts 1.2% 1 Post Street Mall 20.2% 17 Stop 'n shop Okuryangava 1.2% 1 Teachers resource centre KCAC 3.4% 3 The National Youth Centre 1.2% 1 The one in Swakopmund at the sea 2.4% 2 The snake park (Swakopmund) 1.2% 1 Truck port 2.4% 2 Victoria Falls Street Mall 1.2% 1 Warehouse Theatre 1.2% 1 Windhoek Arts and Crafts Centre 7.1% 6 100% 84


After probing the question of which Arts & Craft Centres respondents have visited before, it was

furthermore explored which of the respondents have specifically visited the Windhoek Arts & Crafts

Centre. The graph below clearly shows that the majority of the general public respondents (66.3%)

have not visited the Windhoek Arts & Crafts Centre. It would be interesting to investigate why these



respondents have not visited the centre before. Is it because it is unknown to them or because they

do not feel it fit for them as general public? Care should be taken when designing and advertising the

proposed Namibian Arts & Crafts Centre in Swakopmund as to not place such a big focus on tourists as

this might alienate the general public. Our loyalty should lie with our population where a centre can

also be created to accommodate their needs.

Of the 33.8% of general public respondents that have visited the Windhoek Arts & Craft Centre before

the following was mentioned:

POSITIVE COMMENT:

Respondents thought the centre to be “attractive”.



NEGATIVE COMMENT

Respondents indicated that “it is a bit too small and a lot of things are in a small space”.




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

33.8%

66.3%

Have you visited the Arts and Crafts Centre in Windhoek?




Respondent were asked to give a mark out of 10 for their total arts and crafts experience in Windhoek.

A mean score of 7.5 out of 10 was awarded. This is a good rating, but there is room for improvement.

Again it would be interesting to investigate why respondents gave the score they did – was it because

they truly feel the arts and crafts industry in Windhoek deserves the score or was the score given, due

to the arts and crafts industry not catering enough for the general public? Again it is recommended

that the Arts & Crafts Centre in Swakopmund caters for all and not only for tourists.

Please refer to the graph below to substantiate the above.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

It is attractive

I think it is a good thing. I feel people that do arts practise nature

I think the centre is really good and it is offering different culture and tradition in Namibia. I really like the centre. The way it is build and how the place shows different culture.

It is a bit too small and a lot of things in a small space

It is a great experience, one can learn a lot and it's enjoyable

It is a nice place. Mostly tourists are a lot there

It is a very nice place for tourist attraction

It is nice but not local, it is more Zimbabwean

It is nice but the majority of customers are white because it is too expensive

It is nice. People are showing their arts work, the business is good

It was a great experience

It was overcrowded

It's clean and an interesting place to visit

They sell very nice pieces but it is a bit expensive, especially for the locals

Very interesting place to visit and beautiful

32.1%

3.6%

3.6%

10.7%

3.6%

3.6%

3.6%

3.6%

3.6%

3.6%

3.6%

7.1%

3.6%

10.7%

3.6%

If YES, What did you think of it?



COAST VISITED

Respondents were asked whether they have ever been to the Coast of Namibia. 95% of the

respondents that do not reside at the Coast of Namibia have been to the Coast. This is very positive as

the respondents could have more easily visualised the proposed Arts & Crafts Centre and its location

outside of Swakopmund.

The graph below illustrates the responses given by the Windhoek general public sample.

0 2 4 6 8 10

7.50

Score given for total arts and crafts experience in Windhoek

Mean

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

95.0%

5.0%

Have you ever been to the Coast of Namibia?




Those respondents that reside or have visited the Coast were asked to give a mark out of 10 for their

total arts and crafts experience in Swakopmund. The graph displays that the general public rated a

mark of 6.93 out of 10 for their total arts and crafts experience in Swakopmund. It is clear that there is

room for improvement when it comes to the arts and crafts industry in Swakopmund.








score out of 10 was a well above average 6.71 with the highest score being 8.48 out of 10. It can

therefore be argued that the ideas presented were all received positively and believed to be viable.

Care should be taken to, on a regular basis investigate which areas need more improvement.

adforceDDB suggests a customer self-complete satisfaction survey for this.

0 2 4 6 8 10

6.93

Score given for total arts and crafts experience in Swakopmund

Mean



Based on the observed scores, it is suggested by AdforceDDB that particular attention should be given

on creating a Visitors Information Centre that provides directions, accommodation and activities for

the town and region.

Secondly the general public would like a Namibian atmosphere. Images from the country need to be

displayed and traditional material and colours should be used. The general public also indicated that

they like the idea of the centre being an active environment where visitors can witness product being

produced and are also able to join in with the process of making products like jewellery.

The viability of an amphitheatre was also received positively. It is recommended that suggestions are

gathered as to what the general public would like to see performed at the theatre during the low

tourist seasons as to keep the centre going.

Least enthusiasm was expressed about the units producing arts and crafts to be arranged in a horse

shoe shape around the amphitheatre. The same result was found with the COSDEF employees.



LEAST VIABLE IDEA


The shop/café may have images of the North, homesteads, Ruacana Falls, Epupa, Opuwa, Kavango river to be subtly projected on a white wall.

7.75

The amphitheatre may be covered with a removable large white tent. 7.70

The arts and crafts units' may be made from the traditional materials and colours reflecting the different hues of the regions. 7.53

The centre may be a busy active environment where visitors can witness the products being produced. 7.49

Visitors may be able to join in with the process of making products e.g. jewellery 7.31

Soundtracks of bird-life and local singing may be played in the background in the café and main shop. 7.19

The units producing the various items may be arranged in a horse shoe shape around a central amphitheatre. 6.71








results obtained. Again you will notice that respondents felt that the proposed elements such as

cleanliness, natural light, natural building material and décor being used, playing local music in the

background and having tourists meet and interact with Namibians were all believed to be important.

The lowest scoring mean was a high 7.71 out of 10 with the highest score being a near perfect 9.40 out

of 10.

It is suggested by AdforceDDB that all of these elements should be present in the proposed Namibian

Arts & Crafts Centre. Particular attention should be given to keeping the Namibian Arts & Crafts Centre

clean as this was regarded as the most important element. Secondly offering a space where tourists

can interact with Namibians, followed by the Namibian ambiance created through natural light,

making use of natural building material and making use of natural décor e.g. Namibian baskets nailed

to the walls. Local music playing in the background was also rated as very important.


LEAST IMPORTANT



8.46


8.20

Natural Light 8.09


7.96





The general public respondents were asked to comment on the times when they believe the Namibian

Arts & Crafts Centre should be open.

The table below indicates all responses provided together with the average and most frequent

opening and closing time recommended by respondents. From the information provided below, it is

suggested by AdforceDDB that the Namibian Arts & Crafts Centre opens at 08h00 in the morning and

closes at 17h00 in the evening.

Please see the table below for the times recorded by respondents.

OPEN FROM OPEN TILL 06:00:00 00:00:00 07:00:00 11:00:00 07:00:00 14:00:00 07:00:00 16:00:00 07:00:00 16:00:00 07:00:00 16:00:00 07:00:00 16:00:00 07:00:00 17:00:00 07:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00



08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 08:00:00 19:00:00 09:00:00 20:00:00 09:00:00 20:00:00 09:00:00 21:00:00 09:00:00 21:00:00 09:00:00 21:00:00 09:00:00 22:00:00 09:00:00 22:00:00 09:00:00 22:00:00 09:00:00 22:00:00 09:00:00 22:00:00 09:00:00 22:00:00 09:00:00 22:00:00 10:00:00 22:00:00 10:00:00 22:00:00 12:00:00 23:00:00 13:00:00 23:00:00 23:00:00

Mean 08:11:24 18:30:45



Most Frequent 08:00:00 17:00:00


Respondents were asked what entrance fee they suggest should be charged for the centre.

The table below depicts that:

15% of the general public feel the fee should be N$ 10

13.8% believe that the entrance fee should be N$ 20

13.8% said the fee should be N$ 30

12.5% feel the entrance fee should be “free”

11.3% indicated that the entrance fee should be N$ 50

10% would like the entrance fee to be N$ 5

The overall mean entrance fee indicated was: N$ 15.00

Please see the supporting graph below:

Entrance Fee

Adults N$ 10 & Children $ 5 3.8% Foreigners N$ 30, Adults N$ 10, Children N$ 5 1.3% Free 12.5% N$ 1.50 1.3% N$ 2 1.3% N$ 3 1.3% N$ 5 10.0% N$ 10 15.0% N$ 15 7.5% N$ 20 13.8% N$ 25 7.5% N$ 30 13.8% N$ 50 11.3% 100%





Crafts Centre. They were required to rate the attractiveness of the proposed activities on a scale of 1

to 10 where 1 means that they “do not like the idea at all” and where 10 means that they “like the

idea very much”. Please see results in the table below, noting the following observations.

Again you will notice that on average, all of the proposed activities scored favourably. The lowest

scoring activity was hair braiding as well as a puppet show, both receiving an average score of 7.00 out

of 10. Public lectures, a flea market and massages were also among the lowest ranking activities, each

receiving an average score lower than 7.50 out of 10. Please note however that although these

activities received the lowest rankings, their scores were still favourable. If however the Namibian Arts

& Crafts Centre cannot afford to offer all of the proposed activities, these should be the first to be cut.

The highest scoring activity comes as a surprise. A big focus is placed on education as the large lecture

room to be hired and to be used by the community received a score of 9.21 out of 10. This was the

only activity which scored above 9 out of 10. The 2nd highest score was for the centre having a “picnic

area” and the 3rd highest score was for offering an amphitheatre with performances. The general

public would like to see jewellery and leatherworks being sold and made. A focus is also placed on a

landscaped water friendly indigenous garden as there is often water scarcity in Namibia. A cafe was

also regarded as a great draw card. This was expected as visitors to the Namibian Arts & Crafts Centre

might stay for a while therefore requiring the availability of refreshments. It is suggested by

AdforceDDB that the above activities are not compromised on since they all received a high score of

over 8.20 out of 10.






out of 10

MOST ATTRACTIVE

LEAST ATTRACTIVE

A large lecture room to be hired and to be used by the community

9.21

Picnic Area 8.68


Jewellery 8.28

Leather works 8.25


A café 8.24

Bead Making 8.13

Pottery 8.09

Glass recycling 7.98

A main shop 7.98

Maze type theme playground for children to play in 7.89

Wire products 7.79

Solar ovens – bread making & traditional food products

7.73

Dress making 7.65

Beauty therapists using natural products such as Kalahari Melon see, xemenia etc.

7.64

Basket Weaving 7.53

School shops 7.53

Massages 7.48

Flea market 7.40


Puppet shows 7.00

Hair braiding 7.00

ADVICE FOR IMPROVED APPEAL

The participants were asked to give advice to the Arts & Crafts Centre as how to help attract people to

visit the centre and make this a viable project.



SWAKOPMUND & WALVIS BAY GENERAL PUBLIC SUGGESTIONS

66.8% of the Swakopmund general public indicated that advertisement of this new centre is

the most important factor to be considered (highlighted in orange)

19.2% of the Walvis Bay general public feel that advertisement is the most important factor to

be considered (highlighted in green) and secondly 19% believe that products of high quality

and affordable prices should be offered at the centre (highlighted in purple)

Please see the table below:

Swakopmund Walvis Bay

Advertise more in the newspaper 9.5% 4.8% Advertise more on TV 9.5% Advertise more on radio 4.8% 4.8% Advertisement is very important 28.6% Advertising in tourist guides, web pages, call Hotels and see tours that are coming into town and invite people to visit the centre 4.8%

Get a bus to take tourists to the art centre 4.8% I think that they must also include drums in their centre 9.5% It must have a diversity of cultures. 4.8% Not to be over packed and offer variety of goods and be environment friendly 4.8% Public events to take place. Have art exhibitions of local people 4.8% Put it on Facebook and advertise more 4.8% The centre must cater for everyone 4.8% The centre should be clean all the time 4.8% 4.8% The entrance fee should be free for pensioners and unemployed people 4.8% The entrance fee should be low so that everybody will be able to visit the art and craft centre 4.8%

Their products should be of high quality and their price should not be too expensive. 19.0% They should advertise more about the things that are done in the centre. The products that are being made or offered in the centre need to be advertised more for the people to be aware of the centre.

4.8%

They should be helpful and respect the visitors who are coming to the centre 4.8% They should be serious with the cultural and traditional to show the tourists and foreigners that we are serious about our culture. 4.8%

They should bring quality products to the centre and the prices should be affordable 4.8% They should keep the place clean once it is open 4.8% 4.8% They should make the place more colourful and the building itself as well 4.8% They should sell more traditional jewellery 4.8% To focus on the youth 4.8% To have leaflets handed out to the public about the centre to create awareness 4.8% 4.8% What they are doing is nice and needed by the communities 4.8% 100% 100%



WINDHOEK GENERAL PUBLIC SUGGESTIONS

The Windhoek respondents were full of ideas but the main suggestions were:

16.3% feel that the center should be fenced and be secure

11.6% would like a swimming pool to be added

And another 11.6% would like to add a zoo with wild animals


Windhoek More plants 2.3% A swimming pool must be added 11.6% Add colour to make it feel comfortable and warm loving atmosphere 4.7% Add toilets and more shelters 2.3% Built statues that symbolise the true Namibian traditions 2.3% Employ all tribes of Namibians and the tourists would be interested by these beautiful languages 2.3%

It should have a fence and be secure (suggestion for an electrical fence) 16.3% Give a chance to the small entrepreneurs to sell their products. 2.3% Life performances by traditional artist e.g. Dramas and cultural music. Get a theme going with the sea 2.3%

Entrance should be free for everybody 2.3% More clean toilets and a bar 2.3% More life performances of Namibian artists 2.3% Offer quality things and quality products. 2.3% Sell alcohol and stuff 2.3% The must be side lights with different colours and more colourful flowers 2.3% There must be a braai place so we eat and sell meat 2.3% There must be a waterfall 2.3% There must be a petrol station 2.3% There must be accommodation 2.3% The cafe must sell traditional food 2.3% They must advertise and show the people what they offer 2.3% They should add a cinema 2.3% Improve their products in a modern way 2.3% They should make traditional crafts that are Namibian to attract tourists and other people who want to buy them. They should teach tourists on how to make beads and weaving.

2.3%

To add something historic to it and make the building big enough for all people 2.3% To add wild animals to make it look like a Zoo 11.6% To make a play ground for the kids 2.3% Welcoming boards must be clear and in all Namibian languages 2.3% 100%




BELIEVED VIABILITY


Swakopmund, they were asked whether they believe the Centre to be viable. You will notice from the

graph below that the general public gave a mean score of 9.16 out of 10 for the idea of opening a

Namibian Arts and Crafts Centre in Swakopmund. This score is very positive as it indicates that the

general public believes the centre to be viable, but that constant feedback from the general public

should be gathered to keep the centre up to standard and improve it where necessary. Please see the

graph below:

VISUAL APPEAL

Visuals of the proposed centre were shown to the general public respondents that took part in this

survey. The participants had to give an overall mark out of 10 for the image that is portrayed in the

visual, in other words what the centre would look like. The graph displays that the general public did

not like the visual that much. A mean score of 4.80 out of 10 was awarded overall.

0 2 4 6 8 10

9.16


Mean



When further explored between sample points it is clear from the table below that only the Windhoek

general public respondents liked the portrayed visual of the proposed Arts & Crafts Centre in

Swakopmund. Swakopmund respondents gave a mean score of 1.20 out of 10 and Walvis Bay

respondents gave a mean score of 1 out of 10. It is uncertain as to what these respondents did not like

about the visual as the parameters of the study did not include this. AdforceDDB recommends that

after an agreement has been reached internally of what the centre should look like, the design should

be pre-tested as to gain stakeholder input.


Windhoek Swakopmund Walvis Bay Please Give a mark out of 10 for the image that is portrayed in the visual. In other words what the centre would look like.

8.50 1.20 1.00

0 2 4 6 8 10

4.80


Mean


PROPOSED ARTS & CRAFTS CENTRE’S VISUALS

Project Arts & Crafts Report May 2011 VIABILITY OF USING FACILITY

After showing the visuals to the respondents as well as mentioning what activities might be offered at

the new centre they were asked whether they would want to visit the centre. From the graph it is

clear that the majority of all respondents interviewed would like to visit the centre once it opens its

doors:

100% of the Windhoek sample would like to visit the centre once open

100% of the Walvis Bay sample would like visit the centre

90% of the Swakopmund sample would like to visit the centre

None of the respondents gave a “no” at this question which is very positive.

WHY I WILL VISIT THE CENTRE

The main reasons given for making use of the facility were as follows:

16.67% said: “to experience/explore the different cultures”.

14.10% said: “because it looks nice/attractive”

5.13% said: “I need to find out how the place is developing”

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Windhoek

Swakopmund

Walvis Bay

100.0%

90.0%

100.0%

10.0%

Now that you have an idea of what the centre would look like and what activities can be offered, would you want to visit this centre?

Maybe No Yes



WHY I WOULD VISIT THE CENTRE I would only go there to check our beautiful traditions and eat traditional food in the cafe

1.28%

I want to see how Namibians are creative and the cultures because I am not into tradition that much

1.28%

Just to see if what I have seen was really true. Namibians love empty promises 1.28%

To go meet different people 1.28%

They can offer jewellery stuff and pottery also is good 1.28%

To experience/explore the different cultures 16.67%

I need to find out how the place is developing 5.13%

I want to be one of the few Namibians to visit and explore it 1.28%

Because it is good for a tourist attraction but it will be better if it will be in town 1.28%

It is interesting and might offer more 3.85%

To go and see what you have interviewed is true or not. To go and see how nice is the place

1.28%

To shop traditional products 1.28%

Because of the image and it looks good from far 1.28%

For entertainment and cultural tours 1.28%

I just want to see how people show their arts and talents 1.28% Yes, because it has enough activities and accommodates children too, which will teach Namibian youngsters their roots from a young age

1.28%

Because it is looks nice/attractive 14.10%

I am proud of my tradition and love looking at my traditional baskets and how they are made

1.28%

There will be a lot of activities taking place such as traditional dances 1.28%

Because it might be a great experience and experience traditional food 1.28%

To buy the crafts and it is beautiful 1.28%

I love to learn so if I go there I will definitely learn something new 1.28%

It looks beautiful already and I want to support the Namibian Economy and its people

1.28%

I would like to see all the information they give and learn more 1.28%

Just to see how it looks and go relax 1.28%

It looks natural and I would go there to get fresh air 1.28%

To get painted and encourage people to make a career out of arts, because nature is the most beautiful thing

1.28%

Cleanliness of it 1.28%

Anything that will bring development to the country will be good 1.28%

Yes I would if it is the same in the picture 1.28%

The layouts looks very nice would like to visit to see how these pieces are made and how much work is put into it.

1.28%

Interesting facilities that might be accommodated there 1.28%



I would like to visit it. I like traditional things and so does my family 1.28%

I love arts and crafts a lot 2.56%

To learn more about arts and crafts 1.28% Because they will have all your craft in one place and it is good as well for having an African experience in the centre. It will be nice.

1.28%

It will be very beautiful and the experience would be nice 1.28%

I would visit it if it looks exactly like on the picture 1.28%

To see what they can do there 1.28%

Because the place looks beautiful and clean 1.28%

To see what is there in the centre and so that I can also join 1.28% I want to come and see how the centre looks like and to see the products and buy them. To bring my kids to the centre for more information.

1.28%

Because it is the heritage of our country. 1.28%

Because of development of the region and the products that are being brought into the centre. The building itself is beautiful

1.28%

Because it contains traditional things and the development of the country at large

1.28%

Because the building is beautiful and it will bring tourists. And not only tourist but local people so I will visit it

1.28%

To see the things that the arts and crafts centre can offer 2.56%

They show how the culture is being practised in Namibia to show the tourists how Namibia's Coast side is.

1.28%

Because you will experience new things that you have not seen before. And take people there along to see things they did not see before like friends or family members

1.28%

100.00%

WHY I MIGHT VISIT THE CENTRE

Those respondents indicating a “maybe” when asked whether they would visit the centre had to

specify their answer.

Please see the table below for the answers recorded.

WHY I WILL MAYBE VISIT THE CENTRE Maybe, I will take part in the activities 50.0% I will if I have time and make it a nice place for people 50.0% 100.00%



OTHER NAMIBIANS VISITING THE FACILITY

Respondents were then asked whether they believe other Namibians would also be interested in

visiting the centre. The vast majority at each sample point indicated that they feel other Namibians

would also be interested in visiting the centre. Please see the graph below.

Those respondents who answered “maybe” or “no” were asked to specify their answer.

WHY OTHER NAMIBIANS MIGHT VISIT THE FACILITY

Please see the responses recorded in the table below for those individuals who believe that others

would “maybe” visit the centre:

It is too far for the local community of Swakopmund 25.0% Maybe because a lot of people like going to the coast 25.0% Namibians don't really like their own things, they would rather leave it to foreigners 25.0%

Some people do not like cultures that much or to learn about other culture 25.0%

100%

WHY OTHER NAMIBIANS WOULD ‘NOT’ VISIT THE FACILITY

None of the respondents were of the opinion that other Namibians would “not” want to visit the

centre.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Windhoek

Swakopmund

Walvis Bay

90.0%

95.0%

95.0%

2.5%

5.0%

7.5%

5.0%

Do you think other Namibians would also be interested in visiting this centre?

Maybe No Yes



PROPOSED LOCATION



whether they believe that this will render the centre still viable. Please note that this question was

only posed to those respondents who have been to the Coast of Namibia before. One would assume

that a person who has not been to the area will have difficulties in commenting on the location.

It is interesting to note that the believed viability of the Namibian Arts & Crafts Centre dropped from

91.6% to 75.6% due to the location.


The main reasons given by the 75.6% of respondents who believed that the centre will work at the

proposed location are:

6. “It is near the main road. People will see it clearly” (37.3%)

7. “Because it is at the entrance to Swakopmund” (13.6%)

8. “Because is far from town and there will be no noise from the public” (6.8%)

9. “It is near the main road and airport” (5.1%)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

Maybe

75.6%

15.4%

9.0%





Because is far from town and there will be no noise from the public 6.8% Because it is at the entrance to Swakopmund 13.6% Because it is far enough from street kids and criminals 1.7% Because it is next to the Mondesa location. Local people can go there whenever they get bored 1.7% Because most people are only going through so they will have an opportunity to see it and visit it 1.7% Because there is already one in the town itself 1.7% Because there is no other art and craft centre at that side of the road. Everyone who comes to Swakopmund for the first time will be able to see it. 1.7%

Because there will no disturbances from other people who come from the location, because they are far from the community 1.7%

Different people coming in from different places will come and be able to see 1.7% First thing you see so you spent money first there before you see anything else 1.7% Great enterprises, business opportunities, greater area for everybody that passes by 1.7% It has an advantage for travellers, its outside town and easy to locate 1.7% It is close to the big city but out of town 1.7% It is near the main road and airport 5.1% It is near the main road. People will see it clearly 37.3% It is out of town from the hectic life of inner city 1.7% It is well situated outside of town from traffic congestion 1.7% It looks beautiful and the people will like it 1.7% It will attract more tourists because it is near the main road and the airport 1.7% It will work because it is at the entrance for everyone coming to Swakopmund 1.7% People will come for the opening if the advertising is fine and if the price is right. I will be there 1.7% The local people will also come. Every Namibian will come to that place because the place is at the main road 1.7%

The town is too small. There is not enough space for a new centre therefore the chosen place is good 1.7%

To support the entrepreneurs who will be selling at the centre 1.7% Tourists are very interested in arts and crafts. Location can attract people 1.7% Tourists travelling between Swakopmund and Henties will see it 1.7% 100%


Of the 9.0% of respondents who indicated that the proposed location “might” work, think this is

because:

“It will work but it is far from the communities. Only few percent of the people will go there”

(28.6%)

“It is far outside Swakopmund and people should pay taxi for transport” (28.6%)




It will work but it is far from the communities. Only few percent of the people will go there 28.6%

It will depend on the interest of the people 14.3% It is far outside Swakopmund and people should pay taxi for transport 28.6% It is far but I think it will work. Make it attractive. 14.3% It doesn’t look or show what it is. It’s a little outside the town. 14.3% 100%


Of the 15.4% that indicated that the proposed location will not work, 33.3% of the respondents gave

the reason that: “It is far from the people”.

The place is far from the community 8.3% Because is far from the location and only whites will go there who have money 8.3%

The place is only for tourists and it’s going to be difficult for local people to go visit and also others to go to work 8.3%

No, because it is far from people. In between Mondesa it will be close 8.3% It’s situated too far. Nothing else will attract people to visit the Arts & Crafts Centre 8.3%

It should be closer to the sea 8.3% It is not viewer friendly and unsafe also 8.3% It is far from the people 33.3% Because it not located where tourists and people normally go 8.3% 100%


Respondents who were of the opinion that the proposed location “will not” work, were asked to

suggest a better location instead.

The highest suggestions given were:

50.0% for “City Centre”

16.7% suggested “Mondesa”

The stadium 8.3% Ocks & Meyerstr in the corner 8.3% Nelson Mandela Ave and 1st Avenue 8.3% Mondesa 16.7% City Centre 50.0% Between Swakopmund and Walvis Bay 8.3%



Respondents were asked to give a reason as to why they think the location they suggested would be

better suited than the proposed location.

Between Swakopmund and

Walvis Bay

City centre Mondesa

Nelson Mandela Ave and 1st Ave

Ocks & Meyerstr

in that corner

The stadium

Because it will be cheap for those who do not have cars 50.0%

It allows access to all people and it will be close to all people 16.7% 100.0%

It is a central business working area and it is going to be easy for everyone to see 100.0%

It is closer for the people of the community to come there 50.0%

It is for everyone to see 16.7%

It will save time and transport cost. It is near other tourist facilities 16.7%

More tourists come from the harbour. They don't go to far places. They only go up to Swakopmund. I think the centre should be at Langstrand

100.0%

There will be more customers and during holidays and weekends people can go there. It should be near the see, because a lot of people like going there and it will attract them.

16.7%

They will make more profit, I am sure 16.7%

Visitors will be able to see it as it is through the main road. Local people will also have a chance because it is in the location. 100.0%

We all go to town and it is a daily routine and access is much more convenient 16.7%

100% 100% 100% 100% 100% 100%

Respondents’ reasons for the Town Centre are: (Please see the table above)

“It allows access to all people and it will be close to all people”

“It is for everyone to see”

“It will save time and transport cost. It is near other tourist facilities”

“There will be more customers and during holidays and weekends people can go there. It

should be near the see, because a lot of people like going there and it will attract them”

“They will make more profit, I am sure”

“We all go to town and it is a daily routine and access is much more convenient”

Respondents’ reasons for Mondesa are: (Please see the table above)

“Because it will be cheap for those who do not have cars”

“It is closer to the people of the community to go there”




Respondents were asked to indicate by means of which medium they would like to learn about the

proposed Arts & Crafts Centre. You will notice from the graph below that the preferred advertisement

medium is the newspaper (41.8%). The second highest mention was for the radio (37.3%). Other

mentions were television, leaflets and email. Email was mentioned by only 1.5%.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Radio

Newspaper

Leaflets

Television

Email

37.3%

41.8%

9.0%

10.4%

1.5%

How would you like to learn about this new centre?



TOURIST

COMPREHENSIVE

REPORT



SAMPLE INFORMATION

The ultimate proof of COSDEF’s ability to successfully fulfil their vision, mission and core values lie in

the satisfaction of the tourists that visit Swakopmund. Therefore tourists need to be approached in

order to gather information on what their needs and perceptions are regarding the proposed Arts &

Crafts Centre in Swakopmund.

It is necessary to evaluate a similar set-up in Windhoek to that of the proposed Arts & Crafts Centre in

Swakopmund. Tourists that have visited the Crafts Centre in Windhoek would be able to give ratings

on the layout, design and product/service offerings. This could be used as a baseline to further

establish the new Arts & Crafts Centre in Swakopmund.

Intercepts were conducted with tourists in Swakopmund and Windhoek. A questionnaire of 5-10min

was used. Data collection will be kept in the strictest of confidence and all questionnaires were

completed anonymously meaning that none of the answers given by respondents will be directly

linked to their name.




50

SCREENER QUESTION

A Screener question was asked to ensure that the right people were interviewed for this project.

ARE YOU 18 YEARS AND OLDER?

Respondents were asked whether they are 18 years or older. 100% of the tourist sample was older

than 18 years. Please see the graph below.



DEMOGRAPHICS

GENDER

No gender split was specified for this study and tourists were approached randomly. What is

interesting to note is that there was an equal split between males and females. This is positive as

input from both genders is valued in order to cater for all needs at the proposed Arts & Crafts Centre

in Swakopmund. Please refer to the graph below for detail.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

100.0%




OCCUPATION

For interest sake, the occupations of tourists were recorded. Please see the table below for the

occupations communicated by the tourists.

SUMMARY OF THE TABLE

14.6% were students

12.5% are self-employed

8.3% indicated that they were

And another 8.3% said they were volunteers

OCCUPATION Accountant 2.1% Architect 2.1% Auditor 2.1% Banker 2.1% Doctor 8.3% Economist 2.1% Engineer 4.2% Home Executive 2.1% Manager 4.2% Miner 2.1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Male

Female

50.0%

50.0%

Gender dispersion



Pensioner 8.3% Physiologist 2.1% Post Doc 2.1% Research Scientist 2.1% Researcher 2.1% Self-employed 12.5% Seller 2.1% Shop Assistant 2.1% Sociologist 4.2% Student 14.6% Teacher 4.2% Therapist 2.1% Volunteer 8.3% Writer 2.1% 100%

AGE DISPERSION

Respondents were asked to specify their exact age. From the graph below it can be noted that the

majority of the tourist sample came from the following age categories:

22% of the tourist sample are between the age 41-45

18% are between 25-30 years of age

Another 18% fall into the age category of 18-24

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

18 - 24 years

25 - 30 years

31 - 40 years

41 - 45 years

46 - 50 years

51 - 55 years

56 - 60 years

61+ years

18.0%

18.0%

14.0%

22.0%

12.0%

4.0%

2.0%

10.0%

Age dispersion



COUNTRY OF RESIDENCE

Respondents were asked to indicate their country of residence. The majority of the tourists

interviewed currently live in Germany (30%), the Netherlands (14%) and England (12%). These are

highlighted in orange. Please see the table below for further detail.

England 12.0% USA 2.0% France South Africa 10.0% Germany 30.0% Italy Spain Other: Angola 2.0% Other: Austria 2.0% Other: Belgium 2.0% Other: Cameroon 2.0% Other: Canada 8.0% Other: Finland 6.0% Other: Kenya 4.0% Other: Netherlands 14.0% Other: Switzerland 6.0% 100%


CENTRES VISITED

It was important to gain information on which Arts & Crafts Centres tourists have visited before.

These centres can potentially be used as a benchmark for developing the proposed Arts & Crafts

Centre in Swakopmund. From the table below it is clear that:

30.4% of the tourists have visited the ‘NamCrafts Centre’ – This arts and crafts workshop and

shop is located at the Windhoek Craft Centre

8.9% have visited the Namibian Craft Centre in Windhoek

Please see the table below for more information.

Percentage Frequency African Emporium 1.8% 1 Art Africa 3.6% 2 Bushman art 1.8% 1



Crafts at Aquarium 1.8% 1 Crafts at Café Anton 7.1% 4 Crafts at Martin Luther 5.4% 3 Flea market at light house 1.8% 1 Flea market in Okahandja 1.8% 1 FNCC 1.8% 1 In Swakopmund 5.4% 3 Leder Chic 1.8% 1 Museum 1.8% 1 NamCrafts Centre 30.4% 17 Namibian Craft Centre 8.9% 5 Okahandja craft centre 1.8% 1 Okavango craft centre 1.8% 1 Open Market 1.8% 1 Open market at Lighthouse 1.8% 1 Opuwo 1.8% 1 Rundu arts and crafts 1.8% 1 Semi Mall 1.8% 1 The Arts and Crafts Centre 3.6% 2 Tintenpalast 1.8% 1 Windhoek Arts and Craft Centre 1.8% 1 Windhoek everywhere, cannot remember specific names 1.8% 1 Wood market 1.8% 1 Zoo park 1.8% 1 100% 56

VISITATION TO NAMIBIA

Tourists were asked whether this is their first visit to Namibia or if they have been to our country on

another occasion before. The graph displays that 62% indicated that this was their first time to visit

Namibia whereas 32% indicated that they have visited Namibia before. This is positive as 32% can

compare their previous arts and crafts experience with their current experience.



Those tourists that have been to Namibia before had to indicate which tourist attractions they have

visited before. The table to follow presents the places mentioned and the highest mentions are

highlighted in purple.

Overall it can be noted that:

13.5% have been to the “Dunes”

10.8% have been to “Etosha”

5.4% have been to NamCrafts – this is an Arts & Crafts workshop and shop

5.4% have been to the “Coast”

5.4% have been to the “Snake Park” in Swakopmund

5.4% have been to the “Waterberg”

Please see the table below. It is positive to note that tourists view the “Coast” as a tourist attraction.

This is an advantage for the proposed Arts & Crafts Centre.

TOURIST ATTRACTION Percentage Frequency Damaraland 2.7% 1 Bushman art 2.7% 1 Café Anton 2.7% 1 Cape Cross 2.7% 1 China town 2.7% 1 Christian Church close to the Namibian State 2.7% 1

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

62.0%

38.0%

Is this your first time to visit Namibia?



House Christus circle 2.7% 1 Dolphin Park 2.7% 1 Dunes 13.5% 5 Epupa falls 2.7% 1 Etosha 10.8% 4 Himba village Opuwo 2.7% 1 Just the town open market 2.7% 1 Museum 2.7% 1 NamCrafts 5.4% 2 National Park 2.7% 1 Nomad 2.7% 1 Okonjima lodge 2.7% 1 Rundu Arts and Craft Centre 2.7% 1 Swakopmund town 2.7% 1 The Coast 5.4% 2 The natural park 2.7% 1 The snake park 5.4% 2 The Welwitschia 2.7% 1 Von Bach Dam 2.7% 1 Waterberg 5.4% 2 100% 37


It was explored which of the respondents have specifically visited the Windhoek Arts & Crafts Centre.

54% of the tourists that took part in the survey have been to the Windhoek Arts & Crafts Centre.


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

54.0%

46.0%

Have you visited the Arts and Crafts Centre in Windhoek?



Those who have been to the Windhoek Arts & Crafts Centre were asked to describe their experience

at the centre with the majority indicating: “It was nice”. This is highlighted in orange in the table to

follow.

WHAT DID YOU THINK OF THE CENTRE?

Expensive and they should change their products. They sell the same things year in and out 3.7%

I liked it very much nice. Good for local people to sell their products and for tourists to see all the things at the same time 3.7%

It is beautiful. The experience is amazing and the people are friendly there 3.7% It is a good place but a difficult location. They are a lot selling the same products 3.7% It is attractive 3.7% It is neat and people are friendly 3.7% It is very nice, especially the wood work: it's very creative 3.7% It is very nice, everything looks original 3.7% It was nice 29.6% It was pretty small and they have the same things 3.7% Nice and there is a lot to see 3.7% Nicely arranged and organised 3.7% I did not like it 3.7% Not good. Like Swakopmund it's too crowded 3.7% Oh, it is nice and a lot of items and the prices are very nice 3.7% The centre is a good idea 3.7% There are a lot of crafted items. If I walk in it, it helps me relax and it is nice 3.7% There are a lot of items to see but I have not bought anything 3.7% Very expensive, I bought a few items 3.7% Very good, excellent. It is more developed 3.7% 100%


The respondents then had to give a mark out of 10 for their total arts and crafts experience in

Windhoek. They scored their Windhoek arts and crafts experience with a mean score of 8.33 out of 10.

This is a good score, but there is always room for improvement.

The above finding is positive as tourists have an experience to share and compare with the proposed

Arts & Crafts Centre in Swakopmund. The proposed Arts & Crafts Centre has the opportunity to score

a higher score as there is now a basis to work from. Suggestions on how the centre can cater for all



stakeholder needs have also been gathered during this survey. It is up to the organisers and decisions-

makers of the centre on what they would like to implement or exclude. Please see the graph below.

COAST VISITED

Respondents were asked whether they have ever been to the Coast of Namibia. 63.3% of the tourists

interviewed have visited the Coast.


0 2 4 6 8 10

8.33

Thinking about your total arts and crafts experience in Windhoek

Mean




Those respondents that have visited the Coast of Namibia before were asked to give a mark out of 10

for their total arts and crafts experience in Swakopmund. A mean score of 7.73 was awarded to the

arts and crafts industry in Swakopmund by the tourists. It is clear that there is room for improvement

and a gap that could potentially be filled by the proposed Arts & Crafts Centre.


0 2 4 6 8 10

7.73

If YES, Thinking about your total arts and crafts experience in Swakopmund?

Mean









score out of 10 was a well above average 7.66 out of 10. The highest score was 8.86 out of 10. It can


Care should be taken to investigate on a regular basis at the centre which areas need more

improvement. ADFORCEDDB suggests a customer self-complete satisfaction survey for this.

Based on the observed scores, it is suggested by AdforceDDB that particular attention is given to

creating a centre that reflects Namibia by:

1. By giving tourists the opportunity to see how products are made

2. Making use of traditional building material

3. Making use of natural décor that reflects the different regions of Namibia

4. Having a Visitors Information Centre where tourists can get directions or advise on

accommodation in and around Swakopmund as well as for the rest of the Erongo

Region.

The viability of an amphitheatre with the units producing various items arranged in a horse shoe shape

around it was also received positively. It is recommended that suggestions are gathered as to what

tourists would like to see performed at the theatre.

Least enthusiasm was expressed about playing a sound track of bird-life and local singing in the

background in the café and the main shop.






LEAST VIABLE IDEA

The centre may be a busy environment where visitors can witness the products being produced 8.86

The arts and crafts units’ may be made from the traditional materials and colours reflecting the different hues of the regions 8.72


The units producing the various items may be arranged in a horse shoe shape around the central amphitheatre 7.86

The amphitheatre may be covered with a removable white large tent 7.78

Visitors may be able to join with the process of making products e.g. jewellery 7.78

The shop/café may have images of the North, homesteads, Ruacana Falls, Epupa Falls, Opuwo and the Kavango river to be subtly projected on a white wall

7.70

Soundtrack of bird-life and local singing may be played in the background in the café and main shop 7.66






results. The tourists felt that the proposed elements such as cleanliness, natural light, natural building

material and decor being used, playing local music in the background and having tourists meet and

interact with Namibians were all believed to be important. The lowest scoring mean was a high 8.22

out of 10 with the highest score being a near perfect 9.04 out of 10.

It is suggested by AdforceDDB that all of these elements should be present in the proposed Namibian

Arts & Crafts Centre. Tourists enjoy the interaction with Namibians and it thus comes as no surprise

that this element was scored the highest with 9.04 out of 10. This was followed by the Namibian

ambiance created through natural light, making use of natural building material, cleanliness and



making use of natural décor e.g. Namibian baskets nailed to the walls. Again local music played in the

background was given the lowest score as already seen in the previous question.


LEAST IMPORTANT


out of 10 Having tourists meet and interact with Namibians

9.04

Natural Light 8.98


8.96

Cleanliness 8.94


8.40



The tourists were asked to comment on the times when they believe the Namibian Arts & Crafts


and most frequent opening and closing time recommended by tourist respondents. From the

information provided below, it is suggested by the tourists that the Namibian Arts & Crafts Centre

opens at 9h00 in the morning and closes at 18h00 in the evening.

Please see the table below for the times recorded.

OPEN FROM OPEN TILL 06:00:00 15:00:00 06:00:00 16:00:00 06:00:00 17:00:00 07:00:00 17:00:00 07:00:00 17:00:00 07:00:00 17:00:00 07:00:00 17:00:00 07:00:00 17:00:00 08:00:00 17:00:00 08:00:00 17:00:00 08:00:00 18:00:00



08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 08:00:00 18:00:00 09:00:00 18:00:00 09:00:00 18:00:00 09:00:00 18:00:00 09:00:00 18:00:00 09:00:00 18:00:00 09:00:00 18:00:00 09:00:00 18:00:00 09:00:00 18:00:00 09:00:00 19:00:00 09:00:00 19:00:00 09:00:00 19:00:00 09:00:00 19:00:00 09:00:00 19:00:00 09:00:00 19:00:00 09:00:00 20:00:00 10:00:00 20:00:00 10:00:00 20:00:00 10:00:00 20:00:00 10:00:00 20:00:00 10:00:00 20:00:00 10:00:00 20:00:00 10:00:00 20:00:00 10:00:00 21:00:00 10:00:00 21:00:00 10:00:00 21:00:00 10:00:00 21:00:00 13:00:00 22:00:00 14:00:00 22:00:00 15:00:00 22:00:00 16:00:00 22:00:00

Mean 09:02:24 18:44:24 Most Frequent 09:00:00 18:00:00




Respondents were asked what entrance fee they suggest should be charged for the centre.

The table below depicts that:

56% of all the tourist feel the entrance fee should be for “free”

12% indicated that entrance fee can be N$20

10% indicated a fee of N$10

It is interesting to note that more than 50% of tourists would like the entrance fee of the centre to be

“free”. It is thus wrong to believe that tourists are the ones who are always willing to pay entrance at

all activities offered. The question one could ask is whether this is because tourists feel that they

would already support the centre by buying arts and crafts as well as food offered in the cafe and an

entrance fee would thus be too much to ask?

The overall mean entrance fee indicated was: N$ 21.10

Please see the supporting table below:

Entrance Fee Free 56.0% N$ 10 10.0% N$ 15 4.0% N$ 20 12.0% N$ 25 2.0% N$ 30 2.0% N$ 50 4.0% N$ 100 8.0% N$ 300 2.0% 100.00%





idea very much”. Please see results in the table below, noting the following observations.



Again you will notice that on average, all of the proposed activities scored favourably except for the

massages being offered as well as the puppet show scoring a low 5.82 and 5.84 out of 10 respectively.

Beauty therapies using natural products such as the Kalahari Melon seed and xemenia and the

production of wire products were also rated as the least important activities to be offered at the

centre.

The rest of the proposed activities each scored above 7.00 out of 10.

The highest scoring activity was given for the amphitheatre offering performances as well as having a

café where tourist can eat or drink something. Each of these activities scored 8.56 out of 10

respectively. Solar ovens for bread making and traditional food, school shops where kids can sell their

products, a picnic area and a main shop were also rated favourably with a score above 8 out of 10.

Tourists value the opportunity to experience all of Namibia as much as possible even if it is just by

enjoying a picnic area. AdforceDDB would suggest that since tourists are the main stakeholders, care

should be taken to create an environment that captures Namibia as much as possible where tourists

can interact with Namibians and eat Namibian food and that the main focus should thus not only lie

on the arts and crafts displayed at the centre. During the survey, results obtained show that tourists

are more focused on having a Namibian environment and experience than on the products being sold

at the centre. They however would like a main shop where all the arts and crafts can be bought.





Proposed Activities Average Score out of 10

MOST ATTRACTIVE

LEAST ATTRACTIVE


A café 8.56

Solar ovens – bread making & traditional food products 8.48

School shops 8.42

A picnic area 8.14

A main shop 8.10

Pottery 8.09

Flea market 7.98


A large lecture room to be hired and to be used by the community 7.92

Leather works 7.88


Dress making 7.66

Bead Making 7.60

Jewellery 7.56

Basket Weaving 7.48

Glass recycling 7.48 Hair Braiding 7.40 Pottery 7.34


Wire products 6.42 Beauty therapies using natural products such as Kalahari Melon seed, xemenia etc.

6.02

Puppet shows 5.84

Massages 5.82

IS THERE ANYTHING ELSE TO BE ADDED TO THE CENTRE?

Tourists were asked if there is anything else that they would like to see at the proposed Arts & Crafts

Centre. 47.2% indicated that they would add nothing to the centre. This is a very positive finding. It

seems that for the majority of tourists all needs are catered for.

Below is a list of things tourist suggested to be added to the centre. The main suggestions were to add

a “swimming pool” and “toilets” at the centre. Please see the table below for further suggestions

made.



A place to sit and rest. Shade just like the park here, Zoo park 1.9% A place where they can train people for what they want to do e.g. dress making, basket weaving 1.9%

Choir music and trees and grass 3.8% Group the crafts at the centre according to the region where they were made 1.9% Make shops for the dealers (ventures) 1.9% Making of instruments, wood carving 1.9% More colourful things 1.9% Nothing 47.2% Performing cultural dances 1.9% Playing videos about different cultures, live performance of different cultures 5.7% Put local music mixed with Jazz 1.9% Putting camping facilities and a place to rest 1.9% Restaurant with local foods and entertainment 3.8% See more wood crafting, more like an open market 1.9% Swimming pool 7.5% Casino 1.9% Showers 1.9% Toilets 7.5% Tower with panoramic view 1.9% 100%


BELIEVED VIABILITY


Swakopmund, they were asked whether they believe the centre to be viable. You will notice from the

graph below that the tourists gave a mean score of 8.74 out of 10 for the idea of opening a Namibian

Arts & Crafts Centre in Swakopmund. This score is very positive as it indicates that the tourists believe

the centre to be viable, but that constant feedback should be gathered to keep the centre up to

standard and improve where necessary.

Please see the graph below:



VISUAL APPEAL

Visuals of the proposed centre were show to the tourists that took part in this survey. The

participants had to give an overall mark out of 10 for the image that is portrayed in the visual, in other

words what the centre would look like. The graph displays that the tourists like the visual idea of the

proposed centre. A mean score of 8.16 out of 10 was awarded overall.

0 2 4 6 8 10

8.74


Mean

0 2 4 6 8 10

8.16


Mean


PROPOSED ARTS & CRAFTS CENTRE’S VISUALS

Project Arts & Crafts Report May 2011 VIABILITY OF USING FACILITY

After the idea of the proposed Arts & Crafts Centre in Swakopmund was communicated and the

visuals were shown, tourists were asked whether they would ask their tour operators to organise a

visit to the centre. Please see the graph below for further detail.

WHY I WILL VISIT THE FACILITY

It is positive to see that 66% of the total sample indicated a “yes” at this question. The main reasons

being that the centre:

“Looks nice and I would love to visit it once it has been completed”

“It is nice and to be able to see the hand crafts the Namibians are making” is what would

make tourist visit the centre.

WHY TOURIST WOULD VISIT THE CENTRE I am interested to see the traditional things and people living in Namibia 9.1% I love visiting Arts and Craft Centres and also to support the local businesses 3.0% I want to buy things there 3.0% it is a place where Namibians can showcase their arts 3.0% it is something and it is different from what you see here 3.0% it looks nice and I would love to visit it once it's been completed 12.1% it will be a nice opportunity to learn about several aspects of Namibians culture in one 6.1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

Maybe

66.0%

18.0%

16.0%

Now that you have an idea of what the centre would look like and what activities can be offered, would you ask your tour operator to organise a

visit to this centre?



place it's a tourist attraction and it generates money for the country 3.0% The layout looks nice in the image. I would love to see the centre once completed 3.0% Having a look at all the offered activities and cultural life of former Namibians 3.0% I like seeing new things. There are a lot of things to see if you go with someone who will show you around 3.0%

It is nice and to see the hand crafts the Namibian are making 15.2% You can see many things in one place 6.1% It will have almost everything. You will get everything at one place and it is safe 9.1% It's interesting, it's the same way the tour guide brought me to the NamCrafts 3.0% To go see all things we have talked about craft and maybe buy if there is something I like 3.0%

To have a look at the centre and walk through different selling stands 3.0% Want to go see more of what they have to offer 9.1% 100%

WHY I MIGHT VISIT THE FACILITY

16% indicated that they would “maybe” ask their tour operators to take them there. The main reason

being that:

It will “depend on the mood that I am in”

WHY TOURIST WOULD MAYBE VISIT THE CENTRE Because I am not really into Arts and Crafts. I am more of a mall shopping guy 12.5% Depends on the mood I am in 25.0% For the next visit 12.5% I would make a turn 12.5% If I can come for more days I would like to see traditional 12.5% If I get time 12.5% More personal in choice making 12.5% 100.0%

WHY I WILL ‘NOT’ VISIT THE FACILITY

For this question one should keep in mind that the question asked was: “Would you ask your tour

operator to organise a visit to this centre?” As many tourists do not make use of a tour operator but

do a self-drive instead, this question could be interpreted in a different manner. 18% indicated this

question with a “no” with the main reason being “I would visit it by myself”. This is positive as tourists

are still interested in visiting the proposed centre.



Please see the graph below for further detail.

WHY TOURISTS WOULD NOT VISIT THE CENTRE Because it is too far from Windhoek 11.1% Because we always go by ourselves but most of the tourists will tell their tour operator to organise a visit, the place looks beautiful 11.1%

I will only go there with my family but other people will go with the tour 11.1% I would like to see other place that are more natural 11.1% I would like to see other things e.g. real village. It's not that African, it is too modern 11.1% I would visit it by myself 33.3% The Tour guide must know the area so he must just take us there. We do not know Namibia that much so he must take us around. 11.1%

100%

OTHER TOURISTS VISITING THE FACILTIY

The tourists were then asked whether they believe other tourists would also be interested in visiting

the centre. The vast majority (98%) of tourists indicated that they feel other tourists would be

interested in visiting the centre. The 2% that answered “maybe” gave this answer, because they feel

that the centre “looks nice”. None of the participants were of the opinion that other tourists “will

not” want to visit the centre which is a very positive finding. Please see the graph below.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

Maybe

98.0%

2.0%

Do you think other tourists would also be interested in visiting this centre?



ADVICE ON VISUAL APPEAL

Tourists were asked to give suggestions on how to attract other tourists to visit the centre once it has

been completed.

The following is notable from the data:

Proper advertising of the centre was mentioned the most whether this is in the newspaper,

leaflets, television etc.

A total of 35% mentioned “advertising” (highlighted in orange in the table below)

Tourists would like to see more trees and plants at the centre, because it is a large open space

Leaflets of the centre should be available in hotels and guesthouses


SUGGESTIONS ON ATTRACTING TOURISTS Percentage Frequency A grand opening if they're not yet planning it, to have cultural performance etc. 1.7% 1

Advertise in Hotels and tourist books, posters 5.0% 3 Advertise in leaflets 3.3% 2 Advertise in newspapers 8.3% 5 Advertise in Television 5.0% 3 Advertise in Tour books 3.3% 2 Advertise on radio 1.7% 1 Advertise with good signage on the road 1.7% 1 Advertise where tourists gather 1.7% 1 Advertise 3.3% 2 Be friendly to customers 1.7% 1 Crafters should work at the centre so that we how products are made 1.7% 1 Do lots and lots of advertising and Facebook can be one of the great places for that 1.7% 1

Do something different which are not in other places 1.7% 1 Free parking 5.0% 3 Go to South Africa to be trained, because Namibia is behind in technology and in advertising 1.7% 1

Good communication to the public 1.7% 1 Have a camp site 1.7% 1 Have leaflets in hotels and guesthouses 8.3% 5 It must represent the Namibian culture as best as possible (it must be close to natives and their history). Swakopmund doesn't need a selling centre like Windhoek

1.7% 1

Just to put the place in the tour books 1.7% 1 Localise everything and use many Namibian staff. Make it special, what other 1.7% 1



countries don't have Make it look more African to have a cultural element, historical made buildings with raw materials 6.7% 4

Make sure there is enough art craft for people to buy 1.7% 1 More trees and plants because there is too much open space 10.0% 6 Offer anything nice that would attract people to the centre 1.7% 1 Open a website and advertise it internationally 1.7% 1 Part of the profit must go to the people, local school, less fortunate people 1.7% 1 Put the centre close to the city and within walking distance 5.0% 3 Security should be good. Tourists should feel safe 1.7% 1 The crafters should be friendly 1.7% 1 The price must be good. People selling the goods should be open 1.7% 1 They should sell traditional African food at the centre 1.7% 1

100% 60

PROPOSED LOCATION


Respondents were shown a map of the proposed location for the Namibian Arts & Crafts Centre and

were asked whether they believe that it will still be viable. Please note that this question was only

posed to those respondents who have been to the Coast of Namibia before. One would assume that a

person who has not been to the area will have difficulties in commenting on the location. It is

interesting to note that the believed viability of the Namibian Arts & Crafts Centre dropped from

87.4% to 48.7% due to the location.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

Maybe

48.7%

35.9%

15.4%





48.7 % of respondents indicated that the main reasons why the proposed location will work are

because:

1. “It is out of the noise, peaceful, it will be more relaxing”.

2. “It is close to the airport and easy to visit”

3. “Tourist coming from the airport will visit it. It will be recognised, because it is on its own

and easy to get there. You would not get loss”

4. “The people using that road will pass by the centre”


It is close to the airport and easy to visit 10.5% It is beautiful and it's in the open, everyone will see it 5.3% Everyone will want to visit a new centre. They want to travel around 5.3% I get off at the airport and would stop there 5.3% If it should be good enough people using the airport will go there. People coming into Swakopmund will see it. The directions must just be clear and colourful 5.3%

If there is good advertisements 5.3% It is very close to the main road and between the road to Windhoek 5.3% It is accessible 5.3% It is not too far 5.3% It is out of noise, peaceful, it will be more relaxing 15.8% The people using that road will pass by the centre 10.5% Tourists coming from the airport will visit it. It will be recognised because it is on its own and easy to get there. You won't get lost 10.5%

Tourists love to see great places and this centre looks great. People won't mind going there and the location is great 5.3%

Yes, it will be quiet and peaceful if a person goes there. I won't get lost and it is easy to locate it. 5.3%

100%


15.4% of respondents indicated this question with a “maybe” because:

The centre is “a bit far from everybody. I do not think lots of people will go there”.




Because it is far and transport must be organised. They should advertise it so that the people can see it clear, otherwise people won't notice the place 16.7%

Closer to town would be much more helpful and it's fitting much better. It's more realistic to build it close to town 16.7%

I think it will work. But if it were in town it would definitely work 16.7% It is a bit far from everybody. I don't think lots of people will go there 33.3% Looks good and attractive 16.7% 100%


35.9% of respondents indicated that the proposed location “will not” work. The reason given was

simply that:

“It is far. It needs to be of walking distance so that more people can go there. Not only

people with cars”

“I find it too far from other people”

This is understandable as tourists want to interact and experience Namibian people around them and

they might feel that because the proposed Arts & Crafts Centre is 4km out of town the interaction

with locals might get lost.


Because it's far out of town 7.2% I find it too far from people 14.3% It is far. I hope it will work 7.2% You will need transport to travel there 7.2% It is too far. It needs to be a walking distance so that more people can go there. Not only people with cars 28.6%

It won't work, it is far out of town 7.2% It's far out from everyone, far too drive there 7.2% Too far 14.3% Too far from where the tourists would stay 7.2% 100%




Respondents suggested that the centre is built in the “centre of town” instead. This was indicated by

42.8% of the tourists that took part in the survey. Please see the table below with the response

highlighted in green.

City Centre 42.8% Close to the Jetty 7.1% Close to town 14.3% Coast line 7.1% Mondesa 7.1% Nordring 14.3% Vineta 7.1% 100%

If all the reasons for the proposed new location are summarised it all boils down to the fact that the

City Centre is closer to everyone and everything.


City centre

Close to the Jetty

Coast line Mondesa Nordring Vinita

Because everybody goes to town and has access to it 12.5%

Because it is close to people's houses 100.0% Easier to go there 12.5% Everyone walks around the area 100.0% Everyone will visit the centre if it's in town like out of town, no ways 12.5%

It is close to everyone 12.5% It is closer to everyone and will attract more people 12.5%

It is nice there 100.0% It is too far, put it in a walking distance 12.5% It's more central 50.0% More in the centre 50.0% Nice place because it is near the sea 100.0% That's within walking distance, people can get there easily 12.5%

They should move it 1km closer to the centre of the town 12.5%

100% 100% 100% 100% 100% 100%





proposed Arts & Crafts Centre. Please note that the tourists gave more detailed answers for this

question and came up with more categories than the respondents of the other segments. The

following results were found:

23.5% mentioned leaflets

18.3% said the newspaper

13.9% indicated the television

12.2% mentioned email

Please see the graph below for further detail.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Radio

Newspaper

Leaflets

Television

Email

Other: Advertise it in Guesthouses

Other: Brochures and posters

Other: Camp site

Other: Hotels

Other: Information centre

Other: Internet

Other: Through tourism board

Other: SMS

Other: They need a website or blog

Other: Tourism guide book

11.3%

18.3%

23.5%

13.9%

12.2%

1.7%

1.7%

0.9%

1.7%

1.7%

3.5%

0.9%

0.9%

0.9%

7.0%




TOUR OPERATOR

COMPREHENSIVE

REPORT



SAMPLE INFORMATION

Tour Operators play a very important role in connecting tourists to holiday destinations. It is often the

decision of the Tour Operator which sight-seeing tourists will be shown as well as which shops or

centres will be visited. AdforceDDB contacted 66 Tour Operators via email as well as telephonically.

They were given the option to complete the questionnaire online or by means of a telephonic

interview. The participation of Tour Operators was very low.

Ten (10) Tour Operators contacted were willing to participate in the research study in the timeline

provided. All questionnaires were completed anonymously meaning that none of the answers given by

respondents will be directly linked to their names.

No gender split was specified for this study but the gender of participants has been included in the

table below for interest sake. 70% of participants were female and 30% were male.

Please see table below:

NAME OF TOUR OPERATOR COMPANY GENDER

Tour and Travel Biz Male

Springbok Atlas Namibia Male

African Wanderer Tours & Safaris Female

Terra Nova Tours and Incentives Female

Safaris Unlimited Female

Distant Horizons Travel CC Female

Chameleon Safaris Namibia Female

Ricma Safaris Female

Namibia Tracks & Trails Female

Free-lance tour operator Male

SCREENER QUESTIONS

Screener questions were asked to ensure that the right people were interviewed for this project.



DO YOU WORK FOR OR OWN A ARTS, CRAFTS OR CURIO OUTLET AT COAST

The respondents were asked whether they currently own or work for any arts, crafts or curio outlet at

the Coast of Namibia. As this might cause a conflict of interest with the proposed Arts & Crafts Centre

in Swakopmund, the answer given had to be “no”. As it is clear from the graph below, 100% of the

respondents who participated in the survey currently do not own or work for any arts, crafts or curio

outlet.

OPERATING TOURS AT THE COAST

Respondents were asked whether the Tour Operators that they currently work for operate tours at

the Coast of Namibia. One would assume that the Tour Operators that do not travel to the Coast

would not be able to give an informed opinion on the proposed Arts & Crafts Centre and would

furthermore not bring tourists to the centre. The graph displays that 100% of the Tour Operators who

took part in the survey currently operate tours at the Coast.


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No100.0%

Are you currently owning or working for any Arts, Crafts or Curio outlet at the Coast?



TOURS

REGION MAINLY OPERATING IN

Respondents were asked in which region they mainly operate in. 30% of Tour Operators indicated that

they mainly operate in the Erongo and Khomas region and 20% in the Otjozondjupa region.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

100.0%

Do you operate tours at the Coast?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Caprivi

Erongo

Hardap

Karas

Khomas

Kunene

Ohangwena

Okavango

Omaheke

Omusati

Oshana

Oshikoto

Otjozondjupa

30%

10%

10%

30%

20%

Region dispersion



AMOUNT OF TOURS AT OR TRAVELLING THROUGH THE COAST

Tour Operators were asked of all the tours that they operate in a year, how many of them are at the

Coast or how many of the tours only travel through the Coast. 22.2% indicated that they take 20 tours

on average to the Coast. Please see the graph below.

AMOUNT OF PEOPLE IN A TOUR GROUP

The Tour Operators were asked to indicate how many people on average tour in a group that travels

to or through the Coast. 30% indicated that on average a total of 4 tourists are in a group. The highest

number of travellers indicated in a group was 15.

Please see the graph below for more detail.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

5

5 to 10

10 to 20

20

50

100

250+

300

11.1%

11.1%

11.1%

22.2%

11.1%

11.1%

11.1%

11.1%

Thinking of all the tours that you operate in a year, how many of them are at the Coast OR travel through the Coast?



PERCENTAGE OF INCOME

Respondents were asked when considering all tours that they operate in a year, what percentage of

their total annual income comes from tours being operated at the Coast.


30% indicated that 6 – 10% of their yearly income comes from tours operated at the Coast

20% indicated a 46 – 55% income through tours run at the Coast


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2-6

3

4

5

8

10

10-15

15

10%

10%

30%

10%

10%

10%

10%

10%

Of this total number of tours which you indicated above, how many people on average are in a group?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

> 5%

11 - 15%

26 - 35%

46 - 55%

66 - 76%

81 - 85%

91 - 95%

10%30%

20%10%10%

10%10%

Thinking of all the tours that you operate in a year, what percentage of your income would you say come from tours

that you operate at the Coast?



TOP 5 PLACES VISITED AT THE COAST

The Tour Operators were asked to name the top 5 places they normally visit during tours at the Coast.

Please note that some respondents gave a general place whereas others were more specific in their

answer. The highest mentions have been highlighted in purple in the table below.

Six places came out on top:

7. 11.6% indicated “Town tours in Swakopmund”

8. Another 11.6% mentioned the “Cape Cross Seal Reserve”

9. 9.3% indicated “Town tours in Walvis Bay”

10. 7.0% mentioned the “living desert tours”

11. 7.0% listed the “Moon landscape”

12. And another 7.0% said one of the top attractions are “scenic flights”

Please see the table below for more detail.

Percentage Frequency Boat Cruises 2.3% 1 Cape Cross Seal Reserve 11.6% 5 Dolphin Cruises 2.3% 1 Henties Bay 2.3% 1 Kristall Gallery & Museum 4.7% 2 Living desert tours 7.0% 3 Luderitz 2.3% 1 Martin Luther 2.3% 1 Mola Mola Boat Cruise 2.3% 1 Moon landscape 7.0% 3 Parachuting 2.3% 1 Quad Biking 2.3% 1 Rossing Mountains 2.3% 1 Sand boarding 4.7% 2 Sandwich Harbour 2.3% 1 Scenic Flights 7.0% 3 Spitzkoppe 2.3% 1 Swakopmund River 2.3% 1 Town Tours in Swakopmund 11.6% 5 Town Tours of Walvis Bay 9.3% 4 Walvis Bay Lagoon 4.7% 2 Welwitschia Drive 4.7% 2 100% 43



REASON WHY TOUR OPERATORS OFFER PLACES

Respondents were asked why they specifically offer to take tourists to visit these places. The following

reasons were given:

“Typical Namibian itineraries offer visits to these places to our client base”

“They are nice places to visit but we also receive commission at these places”

“These are the main attractions of Swakopmund and a big demand to visit these places exists”

“The tourists want adventure, they want to experience Namibia's Coastal and marine life”

“It is on the route of the tour”

“Because of their scenic and cultural interest”

“These are places of interest”

“Because it is on demand”

“Attractions and shopping”

“As we mainly offer self-drive tours clients request to see certain sights which we incorporate

in their itinerary”

COMMISSION RECEIVED

The Tour Operators were then posed the question at which of the above mentioned places they

receive commission.


The vast majority of Tour Operators (70%) indicated that they do not receive any commission

at the places mentioned

10% indicated that they do receive commission at all places mentioned, especially “with the

scenic flights and the Mola Mola tours giving the highest commission”

Another 10% said that one receives commission at “all the tourist spots”




VISIT TO A PLACE SELLING ARTS & CRAFTS

Those Tour Operators that did not mention an Arts & Crafts destination under the top five places to

visit were asked whether they take their tour groups to visit a place where arts and crafts are sold.


70% of Tour Operators do take their tour groups to an Arts & Crafts destination

30% indicated that they do not

Please note that some of the Tour Operators who were contacted telephonically gave a “no” at this

question as they often encourage their tourists to entertain themselves at certain times and can thus

not comment on all the places that the tourists have visited by themselves.


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

All the tourist spots

None

Our guides most probably receive commission at Kristall Gallery, we do not get commission from shops normally

Tour operators get commission at all the places mentioned. The activities offer commission of different amounts with the scenic flights and Mola Mola

giving the highest commission.

10%

70%

10%

10%

Please state at which of the above places do you receive commission , if any.



WHERE DO YOU TAKE THEM

Those respondents indicating that they take their tour groups to an Arts & Crafts destination were

asked to mention the name of the destination. Specific mention with the highest score of 57.2% was

given to the “Craft market at Cafe Anton”.

0% 20% 40% 60% 80% 100%

Yes

No

70.0%

30.0%

If an Arts and Crafts destination was not mentioned above, ASK- do you take you tour groups to visit a place where arts

and crafts are sold?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Craft market at Cafe Anton in Swakopmund

Craft markets, Curio shops, Kristall Gallery

People usually visit the craft market in Swakopmund and may also browse at the jetty in Walvis Bay.

To the African Markets

57.2%

14.3%

14.3%

14.3%

Where do you take your tour groups to visit a place where Arts and Crafts are sold?

No Yes



DETERMINING FACTORS WHEN CHOOSING TOUR DESTINATION

The Tour Operators were asked which factors they regard as important when choosing a destination

to visit with tourists. It comes as no surprise that safety and service were mentioned the most with the

combination of safety, service, price, reliability and fairness receiving a 40% mention. The client

interest is also a very important factor to consider.

Please see specific comments made in the table below.







score out of 10 was a well above average 6.70 with the highest score being 8.10 out of 10. It can


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Have the guests visited Namibia previously? What interests do the guests have, i.e. which part of the country would they like to visit the most?

Interest from a scenic and cultural point of view as well as availability of suitable accommodation

International appeal and uniqueness

Safety, service, price, reliability and fairness.

Security, the activities that the tourists want to engage in and the accommodation available with good hygiene and service.

Service, Cleanliness, Clients personal interests

Service, help profession and the attraction: what is nice to buy and to see

10%

10%

10%

40%

10%

10%

10%

Which factors do you regard as important when choosing a destination to visit with tourists?



Except for the highest and the lowest score, scores given for each element lie very closely together

with five elements ranging from 7.70 to 7.40.

Tour Operators were of the opinion that a removable large white tent for the amphitheatre is of

importance. Although there was no space where Tour Operators were able to give a reason for their

scores, we would like to point out that some mentioned “the bad weather” at the Coast and thus felt a

tent to be necessary.

The 2nd highest score was awarded to the units producing the various items being displayed in a horse

shoe shape around the amphitheatre as well as having sound tracks of bird-life and local music played

in the background of the cafe or the main shop. It was regarded as more viable for visitors to the

centre to observe products being produced rather than participating themselves. The joining in of

products being made received the lowest score. Participation however did not receive a low viability

score in general. It may however require more encouragement to render it viable. A Visitors

Information Centre providing directions, accommodation and activities for the town and region was

also seen as viable.




LEAST VIABLE IDEA

The amphitheatre may be covered with a removable large white tent 8.10

The units producing the various items may be arranged in a horse shoe shape around a central amphitheatre 7.70

Soundtracks of bird-life and local singing may be played in the background in the café and main shop 7.70

The Namibian Arts & Crafts Centre should be a busy active environment where visitors can witness the products being produced

7.60


The arts and crafts units’ may be made from traditional materials and colours reflecting the different hues of the regions

7.40

The shop/café may have images of the North, homesteads, Ruacana Falls, Epupa, Opuwo, Kavango river to be subtly projected on a white wall

6.80

Visitors may be able to join in with the processes of making products e.g. jewellery 6.70








results. You will notice that respondents felt that the proposed elements are all important. The lowest

scoring mean was 7.10 out of 10 with the highest score being a very high 9.4 out of 10.

It is suggested by AdforceDDB that all of these elements are to be present in the proposed Namibian

Arts & Crafts Centre. Particular attention should be given to keeping the Namibian Arts & Crafts Centre

clean and offering a space where tourists can interact with Namibians. Natural light and Namibian

ambiance created through local music playing in the background and making use of natural building

material were also rated as important. The element receiving the lowest score was that of making use

of natural décor.


LEAST IMPORTANT



9.10

Natural Light 9.00 Local music playing in the background 8.70 Making use of natural building materials e.g. natural wood, rock, steel

8.50


7.10




and most frequent opening and closing times recommended by respondents. From the information

provided below, it is suggested by AdforceDDB that the Namibian Arts & Crafts Centre opens at 08h00



in the morning and closes at 18h00 in the evening. Please note that some of the Tour Operators were

very adamant that the proposed Arts & Crafts Centre should be open on Sundays.

OPEN FROM OPEN TILL 7h30 18h30 8h00 18h00 9h00 19h00 8h00 18h00 7h30 18h30 8h30 18h00 8h00 18h00 8h00 18h00 8h00 18h30 7h30 18h00

Mean 08h00 18h19 Most Frequent 08h00 18h00


Respondents were asked which entrance fee they believe should be charged at the centre, firstly per

person and secondly per group.

PRICE PER PERSON

The suggestion of price per person ranged from “free” to N$ 200.

30% of respondents feel that the price per person should be “free”

20% of respondents indicated an entrance fee of N$ 20

As the price suggestions varied to such a high degree it is difficult to suggest an average fee to be

charged per person at the proposed Arts & Crafts Centre in Swakopmund.

PRICE PER GROUP

The suggestion of price per group ranged from “free” to N$ 250. As one respondent put it “the price

would depend on whether tourists will actively participate in activities, which will allow for a higher

price to be charged”.



Other findings:

30% respondents feel that the entrance fee per group should be “free”

As the price suggestions varied to such a high degree it is difficult to suggest an average fee to be

charged per group at the proposed Arts & Crafts Centre in Swakopmund.

Please see the table below for more detail.





idea very much”.

On average, all of the proposed activities scored favourably. Three activities however received a score

of less than 6. The lowest scoring activity was given for massages, receiving an average score of 5.40

out of 10. Beauty therapies using natural products as well as puppet shows were also among the

lowest ranking activities, receiving an average score of 5.50 and 5.90 out of 10 respectively. If the

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

As little as possible, tour cost are high and to add entrance fees makes them higher

Free

10

20

25 to 30

20 to 50

50

100

150

200

250

10%

10%

10%

10%

10%

30%

10%

20%

10%

10%

10%

What entrance fee would you be willing to pay per GROUP or per PERSON?

Person Group



Namibian Arts & Crafts Centre cannot afford to offer all of the proposed activities, these should be the

first to be cut.

The highest scoring activities were awarded for a café, a landscaped water friendly indigenous garden

and an amphitheatre with performances. The café received the highest score of 9.40 out of 10. One

would expect the café to be a draw card as visitors to the centre would want to be able to purchase

refreshments.

Glass recycle works, basket weaving, bead as well as jewellery making all received scores above 8 out

of 10. Except for the glass recycling these are all activities that visitors to the Namibian Arts & Crafts

Centre can observe and even participate in if they so wish. Personal interaction with Namibians was

previously stated as important. It is suggested by AdforceDDB that the above activities are not

compromised on since they all received a high score of over 8 out of 10.

A focus on education is also regarded as attractive with lectures and a public lecture room being

positively received and both scoring above 7 out of 10.






out of 10

MOST ATTRACTIVE

LEAST ATTRACTIVE

A café 9.40



Glass recycling works 8.80

Basket weaving 8.50

Bead making 8.10

Jewellery making 8.10

Leather works 7.90

Flea markets 7.80

School shops 7.80

Pottery 7.70



Lecture room that can be hired or used by the Community

7.30

Dress making 7.20

Hair braiding 7.20

A main shop 6.90

Picnic area 6.90

Wire products 6.80

Solar ovens – bread making & traditional food products 6.60

Puppet shows 5.90

Beauty therapies using natural products 5.50

Massages 5.40




BELIEVED VIABILITY


Swakopmund, they were asked whether they would be willing to include the centre as a place to visit

during their tours. You will notice from the graph below that 80% of the Tour Operators would indeed

be interested to include the proposed Arts & Crafts Centre in their tours whereas 20% indicated a

“maybe” at this question. None of the respondents indicated a “no” at this question, which is very

positive.

Please see the graph below:

WHY THEY WOULD INCLUDE THE FACILITY

The respondents were asked to give a reason as to why they would include the proposed Arts & Crafts

Centre in their tours.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

Maybe

80.0%

20.0%

Do you think other tour opeators would also be interested in including this centre as part of their current tours?



The following answers were given:

“We’re constantly looking for projects where we can get our clients to interact with local

people. To make their own jewellery, drums etc. is something special - a better memory than

to just buy it”

“Namibia is very expensive in comparative international destination terms. A high entrance

fee would certainly stand in the way of the centre being visited by most or all tours”

“It would be great to have a welcoming and well organised centre where guests can buy local

products in the style of the Crafts Centre in Windhoek. Guest will buy there and this is why I

believe it is not feasible to request an entrance fee”

“It would be an interesting attraction if one can interact with locals. Tourists like interaction.

Talk, touch, listen and interact”

“It will be good to have all the different crafts in one place and to get hawkers off the streets”

“It will appeal to a wide variety of different people. It is a place I would visit myself. It is a place

to take family. If it is made user friendly to locals it will even work better”

“Guests very much like to interact with the locals. They would like the idea of being able to

learn how to make things and learn more of the different cultures”

“Because of the cultural aspect, clients can actively engage in the activities offered”

WHY THEY MIGHT INCLUDE THE FACILITY

The respondents were asked to give a reason as to why they would “maybe” include the proposed

Arts & Crafts Centre in their tours. The following answers were given:

“Being so far out of town the craft centre will need to be included in specific tours or require a

specific trip out there. No or very little day tours would go there, but longer tours might find

the time, but again it requires driving past or especially driving to centre. It would be nice to

see Namibian art and crafts instead of other African countries art on a market in

Swakopmund!”

“Definitely worth a try”

WHY THEY WOULD ‘NOT’ INCLUDE THE FACILITY

None of the respondents indicated that they “would not” include the proposed Arts & Crafts Centre in

their tours. This is a very positive finding.



WILL OTHER TOUR OPERATORS INCLUDE THE FACILITY AS PART OF THEIR TOURS

Respondents were asked whether they believe other Tour Operators would also be interested in

including the proposed Arts & Crafts Centre as part of their current tours. 70% believe that other Tour

Operators would indeed be interested to include the proposed Arts & Crafts Centre in their tours

whereas 30% specified a “maybe” at this question.

Those respondents who answered “maybe” or “no” were asked to specify their answer.

OTHER TOUR OPERATORS MIGHT INCLUDE THE FACILITY

The respondents that indicated a “maybe” at this question gave the following reasons:

“Time and Location, might be an optional, time allowing”

“Depending on their time frame at the coast”

“This depends on how the centre is run and how well it is marketed”

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

Maybe

70.0%

30.0%

Do you think other tour operators would also be interested in including this centre as part of their current tours?



OTHER TOUR OPERATORS WILL ‘NOT’ INCLUDE FACILITY

None of the respondents indicated that they believe other Tour Operators “would not” include the

proposed Arts & Crafts Centre in their tours. This is a very positive finding.


Respondents were asked to give advice as to what will make the Namibian Arts & Crafts Centre even

more desirable. Please see comments made below:

“Location, location, location!”

“I would consider it important to train and educate the Namibian's selling/exhibiting and

interacting with the visitors on the culture and ethics of the visitors -

i.e. respect the visitors, do not harass to sell, invite them to participate - do not push.

Offer evening entertainment and programs also for the local and Namibian community -

differentiating content from the usual dance show seen at many lodges before already.”

“Letting tour operators and guides know and having pamphlets at the hotels/guesthouses”

“Good Marketing - go and visit ALL operators on the coast to introduce your project. Also

market it to the Windhoek Operators. Make sure that the service delivered at the centre is

EXCELLENT!!!!!”

“Rather not too many activities, but the things offered should be of high quality, i.e. less is

more”

“Keep the centre clean and well run. A lot depends on how tour guides perceive a centre, as

they are a crucial link between the guests and the attractions, activities as well as the tour

operators. On days which are not filled with activities the tour guide offers the guests various

excursions to choose from”

“Keep it simplistic and streamline, have an emphasis on the environment, make use of natural

materials and the opening hours are very important-on weekends everything is closed e.g. in

Windhoek”

“Work hard at the activities that will engage people and the community. It is an advantage to

see the culture and to experience nature - that is why tourists come to Namibia”

“Do not charge entrance fees and make sure visitors will not be bothered by over eager

hawkers”

“Get involved with the community so that the community profits from the centre then tourists

see the purpose of going there and see what their money is used for”



PROPOSED LOCATION


The Tour Operators who completed the questionnaire electronically were sent an attachment with the

map of the proposed location. The proposed location was explained to those who took part in the

survey by means of a telephonic interview. Respondents were asked whether they believe that the

proposed Arts & Crafts Centre will still be viable. It is interesting to note that the believed viability of

the Namibian Arts & Crafts Centre dropped from 80% to 40% due to the location. It is clear that the

proposed location might pose a challenge but those people who are not convinced of the proposed

location might still warm up to the idea of the proposed location if the centre offers the right

activities.

WHY WILL THE LOCATION WORK?

Respondents posed the following reasons why they believe the location will be viable:

“Group clients can be taken to the site in their bus or vehicle. Individual travellers / self-drive

clients attention will need to be created by other means - i.e. large bill boards”

“Good location - a bit out of town”

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes

No

Maybe

40.0%

20.0%

40.0%




“Parking will not be a problem”

“Tour guides can visit the centre before going into Swakopmund to visit the place and also on

their way out of Swakopmund, but normally on the way in”

WHY MIGHT THE LOCATION WORK?

Respondents posed the following reasons why they believe the location “might” work:

“If it was more central/easily accessible guests on guided tours could walk there in their own

time”

“Consider that a lot of tours travel from north to south and vice versa and not from the east”

“It is difficult to say whether the location will work. It is located close to the Martin Luther

which guests do visit often. Therefore, the correct marketing and signposts along the road

making guests aware of the Craft Centre will help to attract visitors who stop at the Martin

Luther. On the other hand, it might be too far out of town and located away from other major

tourist attractions in Swakopmund”

“If tourists are already in Swakopmund it would mean an extra drive out to the Craft Centre”

WHY WILL THE LOCATION ‘NOT’ WORK?

Respondents posed the following reasons why they believe the location “will not” work:

“The proposed location is wrong. Although Swakopmund is expanding at a great rate, many

visitors still like the fact you can walk in town, being so far out of town the craft centre will

need to be included in specific tours or require a specific trip out there. No or very little day

tours would go there, but longer tours might find the time, but again it requires driving past or

especially driving to centre. Not in town, not in walking distance!”

“Most tourists travel from the South to the North or vice versa. From Walvis to Henties Bay

and up, so you might lose a bit of that. There is a lot of traffic from Windhoek at the proposed

location but the majority of tourists do not come from the main road”

OTHER PROPOSED LOCATIONS

It was suggested that the Namibian Arts & Crafts Centre be moved to:

“Perhaps this would be a better utilization of the land for the proposed Kempinski Hotel

(tongue in cheek comment), but a more central location would be better. Or at least close to

present market at Cafe Anton, perhaps giant empty paved car park outside tennis club, better

yet swop locations with tennis club!”



“Opposite the Swakopmund Bungalows, on the way to Walvis where the Desert Explorers are

situated or at Long Beach, on the opposite side of the road where the other quad bike

company is located”

WHY WILL SUGGESTED LOCATION WORK BETTER?

The Tour Operators who were of the opinion that another location instead of the proposed location

would work better were asked why they believe that their suggestion would be better. The following

reasons were given:

“Foot traffic, part of Swakopmund”

“You have more tourist traffic there. There is a loophole from Windhoek to Swakopmund as

most travel from South to North”



proposed Arts & Crafts Centre. You will notice from the graph below that the preferred advertisement

mediums are email (22.6%) and newspaper (22.6%). Leaflets were chosen second most often with

19.4%. Other mentions made were the radio, brochures, television, internet in general, the Flamingo

magazine and the Travel News Namibia.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Radio

Newspaper

Leaflets

Television

Email

Other: Brochures

Other: Flamingo

Other: Internet

Other: Travel News Namibia

9.7%

22.6%

19.4%

6.5%

22.6%

9.7%

3.2%

3.2%

3.2%


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