SCC
reflects steady growth as it approaches
five year milestone
Sandton
Convention Centre has been in existence for nearly five years, but it
has brought large economic spin offs for Gauteng province and has
contributed a lot to placing South Africa and the continent as a whole,
on the world map for its world class conference facilities.
The
world renowned centre, the first of its kind to be awarded five star
status for Meetings, Exhibitions, Special Events (MESE) by the South
African Tourism Grading Council, continues to play a pivotal role in
boosting the country’s economy through business tourism.
According
to South African Tourism, Business Tourism has a current return on
investment of 35:1 and is at present worth some R20 billion to the South
African economy. It sustains nearly 260 000 jobs and provides over R6
billion annually to salaries and contributes R4-billion to the central
fiscal in the form of taxes.
“Last
year, we hosted 677 events, attracting 285 000 visitors to the Sandton
Convention Centre. The economic spin off is that we generated 8500 room
nights for the two hotels flanking the venue alone,” says Sandton
Convention Centre Executive Director Nomaxabiso Majokweni.
While
the concept of convention centres is still fairly new in
Africa
, Majokweni says the venue compares favourably with its established
international counterparts and features prominently on the database of
world class conference associations.
In
a report from the 2004 survey edition of the International Association
of Congress Centres the Sandton Convention Centre was rated among the
top convention centres in the world. In six of the eight category
sections the SCC achieved a statistical mean mostly far above the
average of all finalists, expressing a high customer satisfaction level.
Since
it opened doors, the centre has been marketed vigorously to
international markets, which previously never considered the country as
a role player in hosting large international conferences. Fortunately,
the convention centre, boasts facilities that can handle large
capacities and keeps abreast with international standards, assures
Majokweni. That drive has paid off and Sandton Convention Centre
continues to attract attention from the big players who want to venture
out to Africa.
‘’
Johannesburg
is, a gateway destination, offering largest exhibition space in the
whole country,’’ says Majokweni. ‘’We have grown basically
from almost nothing two years ago, to claiming 51% of the exhibition
market share in Gauteng.’’
Majokweni
says SCC attracts exhibitions spread across all sectors of the economy,
showing more growth in size of existing exhibitions, and in exhibitor
participation from the rest of the continent. Recently Hostex
Gauteng 2005, which took place in March 2005, attracted 11
413 trade guests over the four days, an increase of just over 33% on
attendance figures from the last Hostex
Gauteng
show.
‘’We
are also beginning to see creativity within the industry, with new
innovative exhibitions coming on board,’’ notes Majokweni.
‘’Every year we see better planning and better organization from the
PCO’s as they get even more experience from these big events.’’
SCC
has also grown its exhibition hall occupancy rate to an average of 63%
per year, and Majokweni is quick to point out that the current
internationally accepted benchmark for occupancy rate is 70%.
The
multi-faceted building has played host to international leaders through
the major world events held there, including the successful World Summit
on Sustainable Development (WSSD) in 2002 and Nelson Mandela’s 85th
birthday in 2003. In September this year, SCC will host the 18th World
Petroleum Congress in 2005, and it will be the first time in its 70
years of existence that the congress will be held in
Africa
. More than 5 000 representatives from governments, oil, gas and related
industries, academics and international media are expected, representing
more than 90 countries.
The
18th WPC, explains Majokweni, includes a large exhibition
component with big international players in the petroleum industry and
is sure to be a boost not only to the business tourism sector but to the
SA economy as a whole.
‘’Even
though the number of international conferences is still relatively
marginal, we are beginning to see growth in this segment, 41 in 2004 as
against 9 in 2003. The majority of these events are from the rest of
Africa, a trend and characteristic very much in line with the rest of
the tourism trends as well as trade & industry,’’ says
Majokweni.
SCC
is also showing growth in repeat business, with 52% of the business in
2004 coming not necessarily from the same events, but from the same
clients.
Centrally
located in
Gauteng
,
South Africa
’s economic hub, Sandton Convention Centre provides the perfect
platform for international trade conferences and exhibitions. Also, the
link with
Johannesburg
International
Airport
, the busiest passenger and freight airport in
Southern Africa
, puts it at a further advantage as a preferred venue. Sandton also
hosts the headquarters of many of the city’s top local an
international businesses.
“We
have the infrastructure to be able to cater for a variety of events. The
location works well because most of the meetings have accommodation
requirements and need access to other essential services such as banks,
business services, restaurants and shopping. We also get a good mix
between corporates and dignitaries because we are not far from
diplomatic and government headquarters in
Pretoria
,” she explains.
When
South African debut of the hit musical Mamma Mia opened, close to 100
000 visitors clocked in, with each show taking more than 2500 attendees,
running from 15 February to 5 March 2005.
“Theatres
around the world pride themselves to have hosted such a successful
production as Mamma Mia! It proved that we are not just a convention
centre that only hosts conferences, we are capable to reproduce the same
look and feel, with acoustics matching those of a traditional theatre.
That production was definitely one of our highlights,” she says
ecstatically.
Another
world first for this venue is the upcoming full day seminar of
America
’s queen of talk, Oprah Winfrey, in June. The show, which will be
Oprah’s first outside the
US
, will boast a studio audience consisting of 3000 guests, with a set,
built from scratch. However, Majokweni is confident that the venue will
meet and exceed the needs of Winfrey and her entourage.
ISSUED
ON BEHALF OF SANDTON CONVENTION CENTRE BY
------------------------------------
Amava
Communications
Zoliswa Mrwebi
Managing Director
mrwebz@mweb.co.za
P O Box
825
Bromhof
2154
tel: +2711 791 3383
fax: +2711 792 2958
mobile: +27 83 285 6266
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