South Africa wowed visitors during the 2010 Fifa World Cup with world-class stadia equipped with the latest technology and contemporary designs. One month after the final whistle, what is to become of the stadia that welcomed soccer fans from around the world? Many have exciting plans for the future, including:
1. Soccer City, Johannesburg
The Soccer City stadium near Soweto in Johannesburg underwent a major upgrade for the 2010 tournament, with a new design inspired by traditional African pottery and a revamped capacity for 104 000 football fans.
Stadium Management SA Pty Ltd, a company that also manages Orlando Stadium, Dobsonville Stadium and Rand Stadium, currently manages the stadium. Jacques Grobbelaar, executive chairman stadium management, says the company has drawn up a 10-year plan for the stadium. He says: “It might sound arrogant, but we viewed the World Cup as just another event.” Grobbelaar explains the company’s aim is to attract good clients on a sports level, which in turn will attract valuable sponsors.
According to Grobbelaar the stadium does require a serious budget to maintain, but with a good business plan this is not an issue. The company has been working for the past 18 months to generate an interesting and varied list of events including major sports events and concerts with international superstars. The stadium further also offers conferencing options, a fine dining restaurant, a coffee shop and hosts many private events.
2. Green Point, Cape Town
Greenpoint Stadium was specially built for 2010, with a retractable roof and a capacity of 68 000. Sail Stade de France is managing the Stadium, together with the Green Point Park, in terms of a lease agreement with the City of Cape Town.
Shameema Adams, marketing manager Sail Stade de France, says: “Our high level strategy is primarily focused on the hosting of world class sport and entertainment events at the stadium. In addition, we will seek to drive revenues through a focus on VIPs and members, ordinary spectators and citizens, our business sponsors and concession holders.”
Adams explains that to ensure they cover the fixed and variable maintenance costs, events will need to draw a minimum number of spectators. She says: “We are planning on hosting up to 20 events in the year ahead, of which seven are expected to draw full capacity crowds (40 000 to 55 000 spectators) while eight are billed as large events (20 000 to 40 000 spectators) and five as ‘medium events’ (under 20 000).”
Adams said she was unable to reveal the precise details of the events to be hosted. She said: “I can however tell you that, on the soccer front, we will be looking at hosting PSL, SAFA (Bafana) and charity matches as well as a Cape Town Stadium Soccer Festival and the Vodacom Challenge, while on the rugby front, we are negotiating hosting a Cape Town Stadium Rugby Festival, a Varsity Cup match, and Rugby 7’s matches. In addition, a number of entertainment events are planned, including a New Year’s Eve event, various concerts, promotions and religious events.”
3. Moses Mabhida, Durban
Durban’s new stadium is unique in South Africa, due to the shopping mall and tourist attractions, incorporated into the design. The stadium has an inhouse marketing team, led by Lara McLeod, who says: “The city had great vision in its aspirations for the stadium to become a 24/7 attraction, not just to open on event days, and this has already been achieved and will ensure the sustainability of the stadium in future.”
“There are around 20 shops and restaurants in total of which six are already open and operating successfully. More shops, restaurants and fast food outlets are set to open over the coming months. We also operate a SkyCar, SkyWalk and stadium tours which have proved to be a hit with 150 000 people using the attractions in the first six months of operation since we opened on 30 November 2009.”
McLeod says: “The next PSL season kicks off in August and our home team, AmaZulu Football Club, will host their matches here. We are also hosting the SA vs India one day international cricket match on January 9, 2011 and hope to confirm a major concert imminently.” The stadium has also hosted 150 corporate functions and conferences in a variety of venues around the stadium. Of the 120 suites available, 50 have already been sold.
4. Royal Bafokeng
The Rustenburg stadium, owned by Royal Bafokeng Holdings, has become a job-creation tool for the community. Built and managed by the Royal Bafokeng Nation, Africa's richest tribe, it is the only privately owned arena, with the profits going back into the local community.
Royal Bafokeng Sports oversees commercial and developmental sporting programmes for over 11 000 children in 29 Bafokeng villages. The sports development programme aims to identify talent and nurture athletes through its commercial sporting activities and events. Refilwe Mushi, PR officer Royal Bafokeng, says: “In the near future we want to see ourselves hosting regional, national and international events. The stadium also has an Olympic-size swimming pool, an athletics track, netball courts, and tennis courts. “ Mushi continues by saying she is currently working on a marketing strategy for the next three years. She says: “At the moment the stadium will host PSL games (since it is home to Platinum Stars) and South African Rugby matches since it is home ground to Platinum Leopards our rugby team. “
5. Peter Mokaba, Polokwane
The design of Peter Mokaba Stadium is inspired by the locally iconic Baobab tree, with the steel structure supporting the roof plane gathered together at each corner of the stadium and supported by giant ‘trunk' structures which accommodate vertical circulation ramps and service cores.
The stadium was built next to the old Peter Mokaba Stadium in Polokwane in the Limpopo Province. The newly built Peter Mokaba stadium is situated approximately 5km from the city centre, with a total seating capacity of 41,911.
CQS Solutions was appointed in the beginning of August to ensure the management of the stadium. Greg Byrne of CQS says the company is putting together an extensive marketing campaign. He also affirmed to be in talks with prominent rugby teams to have ongoing matches at the stadium. Byrne said although the stadium is not self-sufficient yet, it is hoping to get there within two years.
