Kliptown Business Plan - Johannesburg Development Agency

challenge will be to find ways to encourage these visitors to spend some time exploring Kliptown
before moving on to the rest of Soweto.
11.1 Target Markets
11.1.1 The Resident Market: the Kliptown community
Profile
The Kliptown community consists of current and former residents, as well as the people and
their families who participated in the Congress of the People. The extended community also
includes ‘political allies’ who have a deep commitment to the role that the Freedom Charter
played in the political history of South Africa (e.g. ANC, Indian Congress, Coloured People’s
Congress etc.).The community is regarded as a crucial market segment in order to achieve
buy-in and ownership into the Kliptown museum, leading, ultimately to community benefit.
Without community buy-in the community development objectives of the Open Air Museum
will not be met. In addition, the degree to which Kliptown is a place that welcomes tourists
(local, domestic and international) depends largely on the attitudes and behaviour of the
Kliptown community. It is estimated that 104,447 Kliptown residents will visit the Museum in
its first year of operation.
In terms of the Open Air Museum, the profile and needs of the Kliptown community is similar
to that of the resident market: Soweto as identified below.
Products and Services
Although the products and services for this visitor segment are also similar to those for the
resident market: Soweto, it is assumed that the Kliptown community will also be involved in the
development of the products and services of the Museum. The Kliptown community will also be
the primary users of the multi-purpose hall (for classes, courses, and community events) and the
Gerard Sekoto School of Art.
11.1.2 The Resident Market: Soweto
Profile
The area surrounding Kliptown is an interesting mix both in terms of cultural diversity and varying
income levels. The area includes Soweto; the predominantly Coloured suburb of Eldorado Park,
the predominantly Indian suburb of Lenasia; and the predominantly White, and comparatively
more affluent, Southern Suburbs of Mondeor, Glenvista and Meredale.
Regions 6 and 10 incorporate some of Johannesburg’s most economically marginalised areas.
This general economic underdevelopment and lack of significant disposable income amongst the
resident market is a huge challenge that will need to be faced in the development of HET-related
products in Kliptown.
KLIPTOWN OPEN AIR MUSEUM BUSINESS PLAN 35