Vodacom Durban July 2011 Impact Assessment:Top Line Summary Report

Wayne TifflinKaren KohlerTourism KwaZulu-NatalSeptember 2011

Methodology

– Face to face survey with a probability sample of 206 respondents.

– Respondents systematically selected throughout the day of the event.

– Secondary data: Gold Circle.– The event was held on the 2nd July 2011

– Limitations• Fieldworkers did not have access into the marquees where bets could

be placed. Marquees account for a significant number of attendees.

Positive Highlights

– There was an increase in the number visitors who stayed for 2 nights, compared to last year.

– 98% of respondents were satisfied with information provided about the event.

– The majority of respondents were of the view that the event was well marketed.

– 99% of the visitors indicated that their experience was either good or excellent.

– 95% of respondents indicated they would recommend the event to family and friends.

Nature of Vodacom Durban July Spectators

5757

43

58

42

54

4643

0

10

20

30

40

50

60

70

Local Resident Visitors

2008200920102011

There is not statistically significant change between 2010 and 2011.

Nature of Vodacom Durban July Spectators (cont’d)

RSA Province of Residence

1 1 3 11 2 16

1310

12

56

23

12 3 12215

78

2

16

78

20

70

0102030405060708090

KZN

Gauten

g

Free Stat

e

Easter

n Cape

North W

est

Mpumalanga

Wester

n Cap

e

Limpopo

Northern

Cap

e

Perc

ent 2008

200920102011

There is no statistically significant change between 2010 and 2011.

Spectator Estimate

2008 2009 2010 2011Spectator Estimate

55 000 54 000* 50 000* 50 000*

*provided by the organisers

Spend breakdown

Item 2008 2009 2010 2011Accommodation R4 118 R1 881 R1 388 R2 389

Transport R1 125 R511 R309 R642

Food & Beverage R530 R372 R333 R533

Entertainment/Bets R1 798 R952 R862 R1 006

Souvenirs R300 R231 R230 R744

Total Mean Spend R5 293 R1 900 R1 666 R2 625

All

A T-test of mean indicated a significant difference in the total mean spend between 2010 and 2011.

Spend breakdown

Item 2010 2011Accommodation R1 400 R2 437

Transport R523 R1 024

Food & Beverage R412 R814

Entertainment/Bets R894 R1 185

Souvenirs R274 R782

Total Mean Spend R 2358 R4 258

Visitors Only

A T-test of means indicated a significant increase in the total mean spend of visitors between 2010 and 2011.

Estimated Economic ImpactSpectators Only

Visitors:• Estimated N = 23 000 (50 000 x 46%)• Mean total spend: R4 257• Std Deviation: R5 491• Count: 90• Std Error at 95% level of confidence spend between R3 108 and R5 408 • Estimated direct impact of spend of at least R71,476,576 and as much as R124,383,742

Residents:

• Estimated N = 27 000 (50 000 x 54%)• Mean total spend: R1 213• Count : 104• Std Deviation : R1 157• Std Error: Std Error at 95% level of confidence spend between R987 and R1 437• Estimated direct impact spend of at least R26,668,319 and as much as R38,817,050

Estimated Economic Impact

2008 2009 2010* 2011*

Direct Impact

At least – R205 636 168.82As much as – R378 359 661.19

At least – R74 720 354.58As much as - R 130 282 830.00

At least – R40 499 503As much as – R58 615 897

At least – R71 476 576As much as – R124 383 742

Total Impact

At least – R292 003 359.72As much as – R537 270 718.88

At least – R106 102 903.50As much as – R185 001 676.10

At least – R70 336 434As much as – R82 234 574

At least – R101 496 737As much as – R176 624 914

* Visitor spend only

Length of stay – Visitors

26

47

21

51

61

6713

3934

7

20

44

18

2

16 16

46

14

0

10

20

30

40

50

60

1 Night 2 Nights 3 Nights 4 Nights 5Nights

6+Nights

Perc

ent

2008200920102011

There is no statistically significant change between 2010 and 2011.

Year n (count of overnight visitors)

2008 100

2009 55

2010 65

2011 53

Primary reason for visiting area where event is taking place?

0.5 2 2 2

97

2 0.5 0.5

100

1 1 1

9793

0

20

40

60

80

100

120

Spectator Holiday Other Business Friends &Relatives

Perc

ent

2008200920102011

When comparing 2010 and 2011, a Z-test of two independent sample proportions indicated no statistically significant difference in the proportion of respondents whose primary reasons for visiting the area was the event.

Accommodation

9 1016

6 74

31

23 22

15

15

2

10

18

2

129

36

10

1711

6 87

51

46

0

10

20

30

40

50

60

VFR

Fam

ilyH

otel

Luxu

ryH

otel

B &

B

Hol

iday

flat

Self

Cat

erin

g

Hol

iday

Hom

e

Perc

ent

2008200920102011

A Z-test of two independent sample proportions indicated that there was no statistically significant difference in the proportion of respondents who stayed with friends and relatives when comparing 2010 and 2011. The other variables could ot be tested due to the small cell size.

Transport to Event: All

1 4 2 11 4 38

10 2 1

26

71

4 2 1 4 3

87

8

82 83

0

10

20

30

40

50

60

70

80

90

100

Privatevehicle

Bus Mini-busTaxi

RentalVehicle

Airplane Other

Perc

ent

2008200920102011

A Z-test of two independent sample proportions indicated no statistically significant different in the proportion of respondents that used private vehicles when comparing 2010 and 2011.

Influenced to attend?

51 2

5 3

27

61 2

63

20

85 40

16

126 5

16

2

16

1

5956

61

0

10

20

30

40

50

60

70

Perc

ent

2008200920102011

When comparing 2010 and 2011, a Z-test of two independent sample proportions indicated no significant difference in the use of word-of-mouth as an influence to attend the event.

Satisfied with information?

87

13

98

20

20

40

60

80

100

120

Yes No

Perc

ent

20102011

Areas of Dissatisfaction:

• More signage needed

A Z-test indicated a statistically significant increase in the number of respondents who were satisfied with information when comparing 2010 and 2011.

Satisfied with information? (cont’d)

2010 2011

Yes No Yes No

Visitor 88% 12% 98% 2%

Resident 87% 13% 98% 2%

Event Marketing Improvement Suggestions?

SUGGESTIONS 2010 2011

The event is well marketed 66 77

Better/more TV coverage 28 5

Through banners/billboards/posters in public areas 8 3

Wider advertising 5 1

Advertise in other provinces 3 -

Market the event internationally 2 3

Produce pamphlets containing information about tents/marquees

1 1

Sport and lifestyle magazines 1 -

Radio advertising 1 2

Explain on advertisements how to bet 1 -

Advertise in local newspapers - 2

Can’t think of anything - 5

Don’t know - 13

Advertise early - 1

Event in known - 2

Use social media - 4

Advertise the after parties - 2

Attend again?

2

84

1

15 12

87

1

13

1

86

8

89

0

10

20

30

40

50

60

70

80

90

100

Yes No Don't know

Perc

ent

2008200920102011

Yes No Don’t Know

Visitor 83% 1% 16%

Resident 86% 1% 13%

A Z-test did not indicate a significant decrease in the respondents who would attend the event again.

Attend in previous years?

73

27

72

28 23

77 78

22

0

10

20

30

40

50

60

70

80

90

Yes No

Perc

ent 2008

200920102011

There was no statistically significant difference when comparing 2010 and 2011 in terms of the attendance of the event in previous years.

2010 2011

Yes No Yes No

Visitor 74% 26% 72% 28%

Resident 72% 28% 71% 29%

Attend in previous years? (cont’d)

Experience rating

42

0.5

66

32

2 0.52

55

0

10

20

30

40

50

60

70

Excellent Good Fair Poor

Perc

ent

20102011

Excellent Good Fair Poor

Visitor 63% 36% 1% -

Resident 49% 47% 3% 1%

A Z-test did not indicate a statistically significant increase when comparing 2010 and 2011, of respondents who rated the event excellent.

Experience rating

2010 2011

Excellent Good Fair Poor Excellent Good Fair Poor

Visitor 63% 36% 1% - 67% 31% 2% -

Resident 49% 47% 3% 1% 65% 33% 2% 1%

Recommend the event to family & friends?

6

95

5

94

0

10

20

30

40

50

60

70

80

90

100

Yes No

Perc

ent

20102011

Recommend the event to family & friends?

‘Yes’ - Reasons• It’s a day out• It is a nice social event• Great for designers to get exposure• It is a fashion event• It is good for a family outing• It is awesome/terrific• Lovely event for young and the old• For the glamour and fashion• Great entertainment• A unique event

‘No’ - Reasons• A waste of money

• Not for young children

Images/Characteristics of KZN

• Beach/sea/sand• Friendly/happy people• Beautiful/warm weather• Culture/cultural activities• Drakensberg• Holidays• King Shaka Zulu/ Zulu King• Mountains• Natural beauty• Moses Mabhida Stadium• Nightlife/party• Sun/summer• Wildlife

• Diverse cultures• Tradition• Sugarcane fields• Animals• Durban July• Green Environment• Zulu culture/heritage

Mood/atmosphere

• Laid back• Calm• Energetic• Exciting• Welcoming• Friendly• Fun• Holiday mood• Happy• Relaxed• Warm• Vibey/vibrant

Unique KZN Tourist Attractions

• Beach• Battlefields• Ballito• Drakensberg• North Coast• Durban/beachfront• Moses Mabhida Stadium• Florida Road• Gateway Shopping Mall• Hluhluwe Game Reserve• Midlands Meander• Ithala game reserve• uShaka Marine World• King Shaka International

Airport

• Zululand• Sibaya Casino

• St Lucia• Suncoast Casino

• Valley of 1000 hills• Oribi Gorge

• South Coast• St. Lucia

Familiar with TKZN slogan?

67

33

73

27

66

34

72

28

0

10

20

30

40

50

60

70

80

Yes No

Perc

ent 2008

200920102011

A Z-test revealed no statistically significant difference in familiarity with the Zulu Kingdom slogan when comparing 2010 and 2011.

2010 2011Yes No Yes No

Visitor 73% 27% 57% 43%Resident 73% 27% 74% 26%

Familiar with TKZN slogan? (cont’d)

Associations – TKZN slogan:Core Mentions

60

30

13 11 11 91

40

52

21

48

4 4 38 6

36

128

2 17 6 4 3

49

6 5

33

2 17 7

13

2

1115

35

0

10

20

30

40

50

60

70Zu

luH

isto

ry/H

erita

ge/P

rode

/Mon

a

Tour

ism

/Hol

iday

s

TKZN

/Tou

rism

Org

anis

atio

n

Dur

ban

Kw

aZul

u-N

atal

Oth

er

Afri

ca/A

frica

n Pe

ople

Ush

aka

Mar

ine

Cas

ino

Frie

ndly

Peo

ple

Nat

ure

Res

erve

s/W

ildlif

e

Don

't kn

ow

Zulu

peo

ple

Cul

ture

Mar

ketin

g/ad

verti

sing

of K

ZN

Div

ersi

ty

Men

tions

2008200920102011

Noted TKZN logo?

79

21

46

54

89

11 15

85

0

10

20

30

40

50

60

70

80

90

100

Yes No

Perc

ent 2008

200920102011

A Z-test of two independent sample proportions indicated a statistically significant difference in the proportion of respondents who noted the Zulu Kingdom logo when comparing 2010 and 2011.

Noted TKZN logo? (cont’d)

2010 2011Yes No Yes No

Visitor 84% 16% 46% 54%Resident 86% 14% 46% 54%

Where TKZN logo noted?  2008 2009 2010 2011

Clothing/Merchandise 41 28 32 1

Billboards/Posters/Banners 38 33 34 5

TV 23 28 14 8

uShaka Marine Park 20 30 7 1

Airport 17 16 15 11

Other 7   4 8

Magazines/Newspapers 11 16 15 22

Events 4   4 2

Internet 3 29 26 11

Tourism Information Office 1 6 16 1

Brochure/pamphlets/flyers 11 13 20 4

Sibaya Casino  - 16 5  -

Suncoast Casino  - 1  -  -

Durban  - 2  - 5

Can't Remember  -  -  - 17

Don't know  -  -  - 2

Findings1. A large proportion of respondents were local residents. This was

consistent with the trend experienced in 2010.

2. With the event being in Durban the majority of respondents were from KZN followed by Gauteng. People are not willing to travel from other provinces for a one day event (see recommendations). There are low numbers of visitors from other provinces.

3. There was a significant increase in the spend of the respondents. This was reflected in the increase of respondents staying in hotels and the decrease in staying with VFR.

4. A Z-test of two independent sample proportion showed an increase in the proportion of respondents whose primary reason for visiting the areas was the event.

5. There was an increase in the visitors who stayed two nights. However fewer respondents stayed overnight compared to 2010.

Findings

6. The majority of respondents used private vehicles to attend the event. This included out of province respondents. This may be the reason why

overnight visitors stayed 2 nights. They travel home the day after the event.

7. 98% of the respondents were satisfied with information provided about the event. The only area of dissatisfaction in terms of information were

associated with the need for more signage .

8. In terms of suggestions to better market the event, the majority of respondents were of the view that it was already well marketed. Others were of the view that it still needed better/more TV coverage.

9. 83% of visitors and 86% of local residents said they would attend the event again. About 16% and 13% respectively did not know if they would attend again.

10. 28% of visitors and 29% of local residents were attending the event for the first time. Their experience at the event would likely have an impact on the undecided respondents to attend the event again.

Findings

11. In terms of experience, 98% of the respondents indicated that their experience was either good or excellent and 99% of the visitors

indicate that their experience was either excellent or good. These experiences creates a good brand image of the event and testify to its success.

12. The beach is once again seen as an important attraction for KwaZulu- Natal. However, there are many other attractions including the Drakensberg, Gateway Shopping Mall, Florida Road and the Midlands Meander. The respondents at this event seem to, in addition to the popular attractions, indicate night life and urban tourism as attractions as well.

13. 95% of respondents indicated they would recommend the event to family and friends.

14. A large proportion (66%) of respondents were familiar with the TKZN slogan. A Z-test showed no statistical difference in familiarity with the slogan when comparing 2009 and 2010.

Findings15. When compared to residents (74%), visitors (57%) were not familiar

with the slogan. Visitors are defined as from outside the Durban area. This may suggest that more branding needs to be done in KwaZulu-Natal.

16. Respondents still associated the slogan mainly with Zulu history/culture/kings and only secondly with tourism/holidays.

These seemed to be the dominant associations with the slogan followed by ‘TKZN/Tourism organization’. This is a trend that has been obvious since 2008.

17. 46% of the respondents noted the new logo. This level of noting is consistent with the overall noting of the new logo. Much of the

noting took place through magazines and newspapers, the internet and at the airport. Perhaps some level of noting can be ascribed to a recognition linked to the South African flag rather than the TKZN logo.

Recommendations

1. The racecourse can only hold a certain number of people. Therefore it becomes important to get more people from other provinces attending the event. The Durban July needs to be a weekend experience to encourage this situation.

2. The organisers should consider a park and ride system for spectators, as this would reduce traffic congestion in the vicinity of the Greyville Rcaecourse.

3. In relation to the low number of visitors who recognised the slogan, the decision by TKZN to adopt a below-the-line marketing strategy may impact negatively on improving the recognition of the new brand at a national level.