I was asked to join the board of directors of the Cape Winelands Biosphere Reserve (CWBR)  in July 2014.

An honour indeed; or so I thought.  This area encompasses one of the most beautiful regions anywhere in the world.  It embraces more opportunities than challenges.  It has — by virtue of its inhabitants, landowners and institutions — access to more brains, entrepreneurial spirit, drive and personal wealth than you’ll find almost anywhere in the world.

CWBR logo

I resigned from the board in August 2015, believing that I could not continue being part of a board of directors that was not providing any competent direction and oversight, and was not, in my opinion, meeting its legal responsibilities.

In my 13 months as a director, we never saw a single financial statement, even of the most rudimentary kind.  In January 2015, when management shortcomings became critical (because an AGM was scheduled for May 2015) a bookkeeper was appointed to prepare the books.  By August 2015, when I left, there was still nothing to show and AGMs planned for December 2015 and January 2016 never materialised, with difficulties in receiving an audit cited for the delays.  As far as I know, the CWBR Company received between R650,000 and R1 million in local government funding during 2015 and an unspecified amount from private & foreign donors.

Just before I joined the board, the CWBR had won six Green Flag awards from provincial premier Helen Zille.  When I was helping finalise the previous year’s Annual Report for publication, I needed to understand the projects the Biosphere was engaged in.  (The 2013/14 Annual Report was never published — Wessel Rabbets, the director responsible for the Company’s finances and administration, said it related to a period before he became a director and was therefore not interested in it.)

It became apparent to me that several of the Biosphere’s projects were not in fact projects at all, but were little more than a discussion or two over drinks.  They were certainly good ideas, but certainly not projects, and as such devalued the whole Green Flag project — a potential embarrassment.

This started a long debate on what is and what is not a project.  Eventually it was agreed that every Biosphere project needed to have its own business plan, with key performance indicators, and an income/expenditure budget that was approved by the board.

In my 13 months, the board never approved a single business plan, and it was not for want of asking.

When I joined the board, I also asked what the Company’s core business was.

Since it has no assets, no legislated authority and very few resources, surely the focus should be to inform, inspire and educate?  So surely its primary focus must be as a  marketing company?  I put this to the chairman who said he didn’t have time to respond and forwarded it to a CapeNature official.

This sort of proposition doesn’t go down well with people who see themselves as conservationists!

Eventually the board agreed to hold a Strategic Planning session — in December 2014.  It was facilitated by Wessel Rabbets, the director responsible for the Company’s finances and administration.  The following was agreed to by the board:

Vision
To innovatively achieve a balance between human development and nature in the Cape Winelands Biosphere Reserve.

Mission
To achieve our vision by:

  • Starting Conversations;
  • Influencing Decision Makers;
  • Inspire, Inform & Educate Open Society; and
  • Promoting Best Practice.

The Strategic Plan was never completed (during my tenure) but there was enough in it to motivate for the appointment of a Marketing/Communications/Fundraising/Membership manager to support Mark Heistein, the CEO and only person on the payroll (after Heidi Muller resigned from the board and as a marketing consultant).

Since the chairman felt that a secretary could fulfill these functions, I was asked to prepare a job description, which I did.  The only director to respond felt that this would be usurping the CEO’s role.

It was apparent that the other directors didn’t have a clue about the resources the company needed, which was completely unfair on the CEO.  Just too much was being expected of him.  From before I even joined the board and repeatedly since, Mark  made it clear that he knows nothing about marketing and his formal communication skills are lacking.

My patience with Wessel Rabbets snapped in the middle of 2015.  Apart from rarely attending board meetings, he had at the outset promised clean and effective administration and financial management — which I don’t believe he delivered on.  I believe he should have been replaced, a view the chairman and CEO were well aware of.

There were requests from one creditor for payment which dragged on for almost a year.  Another, after asking for goods purchased to be returned, resorted to appealing to a related organisation asking them to pay CWBR’s bill.  It was only after appealing to the chairman that they did get paid, and only after responses from the CEO saying that the matter “had been sorted”, when it clearly had not been.

In January 2016 when I started putting down notes for this story, I went to see if there was any new “News” on CWBR’s website.  It was offline for non-payment of the annual domain registration fee.  The domain (capewinelandsbiosphere.co.za) was terminated at the end of February and, as of the morning of March 2, is available to anybody on a first-come first-served basis!

I hope they get their website sorted out soon so they can publish their 2014/15 Annual Report and financial statements.

In the Chairman’s Report of the incomplete 2014/15 Annual Report that I saw in May 2015, there was an implied criticism of my marketing portfolio: “Very little of our achievements has reached the news media.”  The fact is that CWBR achieved very little during the 2014/15 financial year.

And when around 6,000 trees were planted in the following financial year outside Stellenbosch, it was impossible to plan any PR around the event.  Even the chairman expressed dismay that he hadn’t been asked to speak at a function to announce the event.

Do the Winelands Biosphere’s achievements pass the “So what” test when so many achievements elsewhere are taking place?

The Cape Wine Auction, held for the second time in 2016, raises funds for education in the winelands.  In 2015 it raised R10 million; in 2016 it was R15 million.

At Platbos Forest Reserve, Africa’s Southernmost Forest near Gansbaai, you’ll find an indigenous forest with trees that are over 1000 years old.  Platbos is not reliant on any local government funding but lots of individual donors and volunteers: they’ve planted 30,204 new trees as of February 2016!

At Boschendal Estate, which is under new ownership, 120,000 fruit trees were planted last year and by July 2017 they will have planted 450,000 new trees!

I was asked to tackle three tasks as a paid consultant after I resigned.  One was cancelled half way through and CWBR was billed for costs to that point.  One, a business plan, was completed and submitted, and paid for.  When I asked some time later whether they were proceeding with it, I was flabbergasted to be told by the chairman that it was not what they wanted.  Surely one engages with someone to make sure you get what you paid for?  I had followed the CEO’s brief.  Will CWBR’s 2015/16 audit show these items as fruitless and wasteful expenditure?

*****

So what’s the point of this story?  One goes through all sorts of experiences in life and if one doesn’t learn from them, they will have been little more than a waste of time.

It’s clear in my mind that the CWBR company simply doesn’t work.  So I hope this story will stir debate.

When I asked “Who owns the CWBR company?” I was told that the directors do.  Does this mean that they are answerable only to themselves?  Surely this needs to be reviewed?

NGOs like the CWBR cannot be an old boys’ club or mutual admiration society.  They need to have a far wider constituency.  Local government funding should only kick in after the company has (say) 500 or 1000 members, preferably paid-up and contributing to the organisation’s costs.  They should be member-based organisations where members have a sense of ownership and benefit.

Paid-up members will hold the company more accountable and will introduce a far better dynamic when it comes to appointing directors.  At present, the CEO’s suggestions for new board members are usually endorsed by the board.  Strengthening the board must be a priority.

Since the CWBR started receiving provincial government funding in the middle of 2015, more onerous reporting has been required by the Department of Environmental Affairs and Development Planning (DEADP) (which oversees biosphere reserves in the Western Cape).  Better reporting is a good thing, but mindless bureaucratic formats — where meetings attended count more than achievements — will chase any competent director away.  Bureaucracy trumps Vision at the DEADP as far as biosphere reserves are concerned.

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This is a tribute to all South African firefighters, disaster management and emergency rescue personnel… to all the volunteers and the grateful public who help where they can.  Cape Town’s fire which is still burning saw volunteers with Working with Fire come from as far as the Free State and Eastern Cape provinces.

The following photos of the big fire that started on Sunday around Ou Kaapse Weg (Old Cape Road) in Cape Town’s southern peninsula, and still rages at the time of writing, come from social media, so a thank you to the photographers for sharing them.

Social media has also been full of posts and photos showing and shaming vehicles where one of the occupants has thrown a lighted cigarette butt out the window, notwithstanding the very-visible inferno on the mountains.  That’s a good thing — it shows concerned citizens — because mindless stupidity cannot be tolerated.

But we must also realise that what we are seeing is nature’s normal cycle of events.  We live in an area of astounding biodiversity — the Cape Floral Kingdom — the smallest yet richest of the world’s six Floral Kingdoms.  And Cape Town is uniquely situated with a National Park at its core.

Our unique fynbos needs fire to regenerate, and it needs that fire every 14 years or so.  So fire will always be part and parcel of the Western Cape.  Cape Town’s last really big fire was in 2000 – when it swept up from Simon’s Town to Hout Bay.  So this year’s fire could have been anticipated — it was almost overdue.

Doesn’t this make a case for more planned and controlled fires in future?  Or better fire breaks if nature must be allowed to take it’s course because one of the major threats to fynbos is too-frequent fires — it does not allow for seed beds to mature.

 

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In the next few days, we’ll be re-introducing ratings & reviews for destinations — towns & cities.  And it’s been a challenge to try to do it better and more appropriately.  The 21st century is different — it’s about social media, experiential travel, digging deeper and being more aware.  It’s about caring and being environmentally-aware.  Travellers take home far more than just a  t-shirt.

We’d really appreciate all comments and suggestions before we finalise everything.

So what are the Rating Criteria we’re looking at?

How safe?  Public safety — that’s foremost on any list.  Not many people are willingly to head off to risk their life and possessions.  Did you feel safe most of the time?  Crime stats alone can be misleading if most crime only occurs in hotspots tourists are unlikely — or foolish — to visit.

How much to do?  How much is there to see and do?  Big cities obviously offer much more but some small towns punch way above their stature in their offerings, and the quality of those offerings.

How caring?  Is it a “feel-good” destination?  Does is draw you back or make you want to own a piece of it?  Were you impressed by the sense of inclusivity and community-minded citizens.

How authentic?  Does it offer a unique, unusual or appropriate experiences that reflect local history & culture?  Does it celebrate its roots and place in the universe, with a clear vision for its future?

How aesthetically pleasing?:  Did it feed your soul?  This is the difference between surviving and living.  Vibrant creativity or great urban design and public spaces contribute to this, but so can natural features and environments.

The atmosphere: Cities and towns that are unsafe, dirty or unpleasant to visit, regardless of the quality of their attractions, will score badly.  Occasionally some cities or towns get extra points for being unusually pleasant, vibrant, charming and tourist friendly.

Getting around:  Are you forced to use your own car and is the drive an acceptable experience?  (Big cities are always daunting.)  Or is there excellent public transport?  Or even better, can you forget wheels and walk (or cycle) everywhere, soaking up all there is to soak up?  Small towns need not be at a disadvantage.

The bottom line: was it value for money?

So where is accommodation, food & drink, shopping…?  They are all parts of the above.

The Review
What counts ultimately is the thought given to the review.  Is it an original and insightful view?  Other readers will give your review a thumbs-up or thumbs-down based on how helpful and believable yours has been.  Over-the-top reviews are rarely credible.  No place is perfect!

We also ask reviewers:

  • To describe their highlights
  • To describe their lowlights
  • If they locals or visitors
  • Was it a solo, partnered, family or business trip
  • The year of the last visit
  • Do they want to visit again
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I was asked to join the board of the Cape Winelands Biosphere Reserve (CWBR) last year and was given the marketing portfolio.

Now, the CWBR is mandated by UNESCO, the Western Cape’s Biosphere Reserves Act and MOUs with national &  local government departments to address growth in tourism within the Reserve in such a way that it benefits Man & Biosphere: enhancing the natural environment and creating meaningful jobs.

So the obvious place to start was to engage in discussions with with people running existing tourism organisations in the towns within the CWBR to explore opportunities for collaboration, and to start collecting stats that will help us take decisions — “you can’t manage what you can’t measure.”

The survey has just been launched — so please give us 4 minutes of your time and click here to participate.  It was prepared by CapeInfo using our very sophisticated survey system that we’ve put to such good use in the past.  In 2009, working with Cape Town Tourism, CTRU, Joburg Tourism, KZN Tourism, Fedhasa, SATSA and others, we started monthly tracking surveys when price gouging started appearing for the 2010 World Cup.  One of the effects of this focus and introspection was that price-gouging was largely replaced by far more realistic attitudes — and the World Cup did become a tourism investment for the future.

We invited everyone we could think of in the local industry to participate in the formulation of the questions and answers, help us promote the survey, and share in the stats which become available.

We tried to make contact at the outset with the head of tourism for Stellenbosch Municipality — which is responsible for the iconic and tourist-popular towns of Stellenbosch and Franschhoek.  Widmark Moses’ first email reply to me was so unintelligible that I shared it on my personal Facebook page in absolute disbelief!  It received more than a few comments.

He eventually did call after I followed up and we had a promising discussion, so arranged to meet the next day.  He is very likeable and undertook to review the draft survey to see how it could help Stellenbosch take better decisions.  The only point he raised was the criticism that tourism is “too white” — which I said had been addressed by asking visitors if our destinations are authentic & unique, reflecting local history & cultures.  Widmark also undertook to send a list of people who might be able to contribute to the survey.

Well… we never heard from Widmark again and he didn’t deliver on any of his undertakings.  Since then, I’ve heard that he loves meetings, to the extent that he is the bane of busy peoples’ lives.  The question I have to ask is, “What qualifies Widmark to manage tourism in such important tourist destinations?”

And then there’s Stellenbosch 360, the town’s tourism organisation.  My last three emails to Annemarie Ferns, the CEO, resulted in read receipts and nothing more.  Even popping in to the office yielded no result.  They are an embattled organisation and the most frequent question I’ve been asked is, “Would Stellenbosch get any fewer tourists if it didn’t exist.”  Surely that’s when you need to reach out to new partnerships the most?

Stellenbosch Wine Routes is far more aggressive than Stellenbosch 360 and seems to be gaining support.  We also only got a read receipt from CEO Annareth Bolton, but then she was probably totally focused on her imminent AGM.  They opened a new visitor centre at the top of Church Street at the end of last year.  (They used to have this facility in Stellenbosch 360′s offices not that long ago.)  Why on earth start competing facilities — it’s madness and doesn’t make it easy for visitors at all!

A few people suggested I ask Marinda Holtzhausen to participate since she is chair of the Stellenbosch Chapter of the Chamber of Commerce and has been actively involved in tourism for some time.  But no response from her either.

So kudos to Tania Steyn in Franschhoek, Melody Botha at Breedekloof Wine Valley, and Elizabeth Nicholls at Cape Winelands District Municipality for their input.  (The one tourism organisation that does seem to stand out is Franschhoek Wine Valley, which leads the pack with its calendar of events, although the municipality has received requests for support from new initiatives.  Widmark has his hands full making sense of Stellenbosch’s tourism dynamics… but is he up to it?)

Am I any closer to understanding the Biosphere’s role in all of this?  Not by a long chalk so please complete the survey!

Apart from tackling the survey for the Biosphere Reserve, CapeInfo also gave the Biosphere a new website last September and it’s done spectacularly well compared to the other brands in the region.  Alexa.com ranks traffic to websites globally:

Low numbers are best. Google is #1. Paarl-Wellington is not shown in the graph because it was so much further down.

Low numbers are best. Google is #1. Paarl-Wellington is not shown in the graph because it was so much further down.

Last Word
I must repeat something I learnt long ago once again:  The late Don Titmas, after he opened the first fine dining restaurant at the V&A Waterfront, pointed out that the tourism and hospitality industries are perishable industries.  Like a greengrocer.  Because if you don’t sell bodies in beds, and bottoms on restaurant, bus or airline seats today, they are lost forever.  You can’t sell those beds and seats tomorrow.  Everybody involved in tourism needs to take that to heart!

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Dear Derek

I hope you’re going to be speaking to your colleagues now that a list of the National Key Points has been published.  I’m sure you also didn’t know when you were breaking the law before government was forced by the courts to let us know which laws we are breaking before we break them!  Twenty years into democracy and we were even more in the dark than the unenlightened days of apartheid.

This legislation needs to be scrapped immediately. It’s making most tourists to SA criminals. Don’t we want them to take home photos of our Parliament Buildings, or Tuynhuys, or the Union Buildings? And what about all the photos taken inside and outside our airports?

Let’s rather replace it with a new Act that says that any law which has not been enforced in a period of a year must be scrapped from the statute books.

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The conundrum is:  Should CapeInfo be putting customers/readers and what’s easiest for them first; or should advertisers come first — and what’s easiest for them?  We’d appreciate your thoughts and comments.

Customer-focusedBecause so few hospitality businesses have a marketing background, there’s often the belief that marketing is telling the customer what you want them to hear, rather than what the customer wants to hear. And equally, businesses often follow processes that suit the business, rather than the customer — losing custom in the process.

When CapeInfo started over 17 years ago, there was no such thing as “online booking”.  The biggest challenge then was just getting people to use email and overcome their fear of adding content online.  Well… for some people, the latter still hasn’t changed.

The advent of online booking systems introduced the ultimate convenience — bookings became automated and businesses could just sit back as business just flooded in… or did it?  Did any successful businesses close their call centres and just sit back?

Online bookings also have the advantage that you know exactly where your business comes from… but do you know how much you’re actually missing out on?

At CapeInfo, we’ve always given advertisers a choice — our Full listing allows an advertiser to provide almost every possible direct link — landline, mobile, fax, email, website, social media, videos, attachments — to make it easier for the customer to get the information they want in a seamless manner.

If a customer wants to make contact or place a booking, they can do so immediately with no waiting, response times or further searches.  Shouldn’t that be the ideal?

Online booking systems are great, but they only cater for a percentage of potential business.  There are a few areas where online bookings do not work:

  1. If you’re also marketing a restaurant, conference facilities or a spa, for example, and you cater for walk-in business too, relying solely on online booking is not going to help you.  Customers need your phone number or email address.
  2. If you’re in a town which has little discretionary tourism and relies largely on business tourism, you’re dealing with a corporate market.  And many corporates need an invoice before they can make a booking.  So they need to call or email you first.
  3. Last-minute bookings usually occur after the deadline for online bookings that most businesses have, so that phone number becomes critically important.  If you’re lucky, they’ll just arrive at your door.
  4. And then there are those people who want to make contact before they place a booking.  It could be about facilities for kids or neighbourhood amenities, or your pet policy.  If making contact is difficult, they’ll try someone else who is less difficult to get hold of.

The downside of business that comes by phone, email or social media is that you don’t really know how it ended up with you.  Even if you ask everyone, you’re lucky if they remember the last place they got your contact details, rather than the first place they learnt about your business.

There are essentially two kinds of portal websites — those who retain “ownership” of the customer and those who put customers directly and immediately in touch with service providers.  And there are some who fit in between these, giving customers direct access to you after they have completed an enquiry.

Whenever advertisers ask for better stats on where there bookings come from, we’re tempted to introduce enquiry forms, but we know that’s not what customers always want.  They want as much info upfront as possible.

What do you think we should do?

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One is an organisation I admire greatly.  The other is one I used to admire.  And it all came into focus when I just happened to read both their annual reports in one week.

Wesgro’s annual report is a monster and reminded me of City of Cape Town reports prior to 1976, when departments tried very hard to show how busy they had been.  Intellectual and creative visions or plans take the back seat.

Cape Town Partnership’s annual report is very different.  It doesn’t tell you how many meetings the organisation attended.  It does inspire and inform, and you don’t need to take annual leave to read it.

The reports tell all about the divergent corporate cultures of the two organisations.  Wesgro is bureaucratic and insecure.  The Cape Town Partnership embodies the spirit of a creative and exciting Cape Town, which is just going to get better and better.

Isn’t it time for an overhaul of Wesgro’s corporate culture?

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