Kliptown Business Plan - Johannesburg Development Agency

(iv)
Marketing: to introduce new and potential visitors to the Kliptown Open Air
Museum and its unique product offerings
The first emphasizes the financial benefits, the second highlights supporting local talent and
community “feel good” factors, the third encourages a culture of appreciation for arts and
culture (including museums) and Kliptown itself and the fourth focuses on attracting new
markets to Kliptown.. All are needed. Without local talent and community support, social
events may never grow and develop into economic events and vice versa. In terms of hosting
events, the community will be encouraged to develop the enterprise and skills required to
supply the events.
A Special Events programme will be compiled by a Special Events Coordinator. Special
Events will include
• Partnerships-Driven Events: these encourage existing or emerging events to use
Kliptown as a preferred venue, for which a fee will be charged- e.g. Soweto Marathon,
Jazz in the Township, etc.
• Venue Hire: this service would be for private functions such as weddings and
funerals, as well as conferences, book launches, product launches, etc. The Multipurpose
centre or the Square would be rented out for these events.
• Programmed Events: the primary programmed event for the first year will be the
Kliptown Carnival. Thereafter, programmed events will have to be fundraised for
(through donor funding or sponsorship) outside of the operating costs of the Open Air
Museum.
• Fundraising and Marketing Events: These are special events designed to raise the
profile of Kliptown, as well as to raise funds for the Open Air Museum (for more
detailed recommendations on special events, see Routes to Market in the Marketing
Framework).
Programmed Events could include:
• Commemorative Events: events that commemorate historical days in Kliptown (such as
the signing of the Freedom Charter) or days of national significance (i.e. heritage day,
youth day etc.). These events could be music performances, carnival, festivals etc.
• Indoor Music/comedy Events: these would be music and comedy events that would take
place in the restaurants/bars/ shebeens in Kliptown. Another option would be to have
‘themed’ events that re-create Kliptown (and shades of Sophiatown) in the 50s- with the
cars, the music, the food, the ambiance.
• Sports and Leisure: these could include the Kliptown Freedom Race; School
competitions in Soccer, Netball, Rugby, & Cricket as hosted and managed by the
KLIPTOWN OPEN AIR MUSEUM BUSINESS PLAN 27