History / Foreword

History reveals that Margate has been in existence since 1908.  The farm “Margate” was surveyed in June of that year by Henry Richardson.    The Councils, Local business, tourism role-players and residents see this as an important opportunity to bring the entire community together and create a feeling of local pride in our past, our present and our future.

A Centenary Committee has been formed.  The committee’s role is to work with all relevant roleplayers to plan, coordinate and oversee the implementation of the centenary celebrations.  These will include special events, centenary branding, community projects and publicity.

Objectives / Benefits

The celebrations are planned for August 2009 to July 2010.

The overriding objective of the centenary celebrations is to create a legacy that future generations of Margate can be proud of.

Below are the short- and long-term objectives for these celebrations.  These objectives will support the efforts of many key roleplayers in shaping the future of Margate.  Roleplayers include Hibiscus Coast Municipality, Ugu District Municipality, UGU South Coast Tourism, The Margate Area Committee of UGU South Coast Tourism,   The Margate Business Association and the HCM Ward 2 Committee.  With their commitment to these celebrations, they can ensure the entire community of the greater Margate area will benefit.

2.1 Short term objectives

• Reinforce Margate as a strong sub-brand of UGU South Coast Tourism thus attracting more visitors to the area and supporting and enhancing existing marketing efforts.
• Stimulate tourism (which is our main source of income generation) through first class events and ensure that Margate remains the “first choice” holiday destination in South Africa.
• Stimulate excitement, positivity and togetherness amongst our Community through various events and media including Local Newspapers, Community Radio - Sunny South, and cultural events, etc (see attached proposals)
• Promote involvement of all roleplayers including Schools, Clubs, Community Associations etc
• Capitalize on publicity normally expected during a Centenary celebration.
• Extend the visitor season by creating events that draw people to the area outside of traditional season times.
• To achieve through the centenary important infrasructural tourism projects i.e The  Margate Fishing Pier and The Margate Airport

2.2 Long Term Objectives

• Stimulate tourism and business activity in difficult economic conditions to increase revenue so that the local community can continue to benefit through job retention and creation.
• To highlight and strengthen the cultural diversity that already exists within the greater Margate area to ensure that Margate retains it’s place as part of the Paradise of The Zulu Kingdom
• Promote private/public partnerships thus creating strong alliances for development and implementation of future community and business projects.
• Set up a locally managed Centenary signage/branding initiative to ensure Margate is always well-presented for special events thus creating a potential income-generating project for the area.  For example Digital Information Signage as well as other signage opportunities.
• Increase local preparedness to capitalise on the opportunities presented by World Cup 2010.

Cultural Diversity

The Margate area encompasses a rich diversity of culture. It is therefore critical that all cultures have access to the celebrations in some way.  This will help elevate local pride and promote ongoing constructive relationships that will have a long term benefit to the financial and cultural sustainability of the area.

It can be seen in the attached proposals of events that there will be a strong cultural element throughout.  From art to music, to school and environmental events, the community will play an important role in the success of the Centenary Celebrations.

Development / Education

To reinforce the cultural diversity and to expand upon the latent talent of our communities.  We would like to assist in development and skills training of our local informal traders.  This could include embracing the Zulu kingdom culture on our beachfront through uniforms, skills development workshops, customer service readiness and awareness for 2010, small business and tourism training.   To ensure that future generations understand not only the need for tourism to continue as an important part of our region but also to be made aware of the wonderful opportunities that exist within the industry re job creations, product ownership and rural development.

Branding and Signage

The success of any event depends heavily on strong branding.   In the case of the Margate Centenary a logo has already been designed for the celebrations.  This will be used in all branding for all events.  It has already been used in national magazines and on local street pole banners.  Many businesses in the central business area are also displaying centenary stickers in their shop windows.  This has helped to kick start the awareness campaign.

The objective of the signage proposal is to create an exciting atmosphere within the Margate area so that everyone can feel a part of the celebrations.  A proposal is attached which includes dressing the town with street pole advertising, bunting, flags, etc.

Events and Calendar

A comprehensive Event Calendar is being finalised which will include numerous Centenary Community involvement initiatives.

Publicity / Exposure / Press Plan

The local press and radio station will play an important role in communicating to the Greater Margate and District public about centenary events.  It can also be used to help identify important stories about the history of the area.

Financial Sponsorship Plan

Hibiscus Coast Municipality have generously budgeted funding for the Margate Centenary.  Ugu District Municipality have also made a substantial contribution towards special Centenary projects.

We will be distributing a Centenary Prospectus of potential events requiring sponsorship.  Sponsors will enjoy exposure during both Centenary events and major Seasonal Festivals.  Many local business and other role-players have already come on board that they are willing to commit towards this project.