Slow wake from a deep slumber

Nadia Genis, Operations Manager, WorldSport South Africa

The events, sponsorship and tourism industry has seen restrictions lifted and activity slowly taking shape, but unlike the flicking on of your light switch in the kitchen, the progress is slow and the support of fans, brands and authorities extremely limited – for what I am sure is seen as good governance and the safety of all involved. But one has to wonder if it’s not more than that – something akin to the slow wake from a deep slumber? The groggy-ness and slow response, the overwhelming sensation of wanting to return to that state of peace and rest. Is that perhaps what’s happened to society? That we’ve found such comfort in the changes lockdown and social distancing forced upon us that we’re now slow and hesitant to step out from underneath the fluffy duvet?

History has shown that fortune favours the brave – someone needs to be first and, though they often learn lessons the hard way, they get to be known as innovative ground-breakers – as ballsy risk takers. In a world of sensationalism, fear-mongering and public opinion shaping social media it has become near impossible for brands to take a risk without being criticised by some group or market segment. The reality that this has created post-COVID is a world in which people seek and yearn for experiences and social interaction, but no brands can risk making it happen for fear of reputational damage in the court of public opinion.

The mid-term budget presented by our Minister of Finance recently is, in my mind, another example of how comfort has been found in certain lock-down behaviours – the continuation of grants and acceptance of the fact that job creation will be slow implies that there is a layer of acceptance post the economic destruction, that small business support and economic stimulus projects are staying where they are, tucked in under a fluffy blanky – not to be disturbed in case they wake up ravenous – as any hibernating creature does.

I believe we as an industry are faced with one of two choices: roll over and fall back into the deep slumber, or be fully woken by the rumbly of a very hungry tummy! (In the wise words of Winnie the Pooh) The first offers the very real possibility of never waking again, while the latter means going out and hunting for brands and fans willing to be ground-breakers along with you. Personally I choose the latter. Though I acknowledge a need for adaptations to the way things were done in the past, it’s the fact that the entire ‘food chain’ needs to evolve that makes this such a daunting and exhausting approach. Changes are needed not only in the way we create sponsorship opportunities and deliver events, but in the way fans attend events and engage with brands. We’re all suffering from pins and needles in limbs that have been stagnant too long – but after the discomfort there’s always relief, function and action.

We had the opportunity to, for the first time in quite a number of months, get the WorldSport team around a table to talk through ideas and use each individual’s input, energy and personal experience to find solutions and identify opportunities on current and future plans. I found the sense of camaraderie similar to the comfort of putting on a pair of well worn shoes – you get to sink into it and take steps forward without realising the extent of the protection or support supplied.

So, despite the challenges, I’m committed to find ‘my people’ – those who will risk, attend, enjoy and thrive alongside us.

Impact is in the eye of the beholder

Bruce Parker-Forsyth, CEO of WorldSport South Africa

On 5 August the South African events community will embark on #LightSAred – a campaign to raise awareness of the extent the current COVID-19 restrictions are affecting the livelihood of those who live and breathe public gatherings.

I fully support the idea of an industry wide movement but, to be honest, I was astounded when we started discussing the campaign internally – in our attempt to spread the word, the realisation of the number of people affected was nothing if not gut wrenching. Having to list and ‘delete’ the details of so many partners because they’ve had no choice but to liquidate, close doors and sell assets brought to the fore a range of emotions and expletives not to be repeated on a public platform like this.

There seems to be a perception that events, festivals, concerts, sports etc. are ‘non-essential’. That, despite the need for us as humans to engage in social activities, the COVID-19 related risks are too high for the industry to be re-opened.

At first glance that statement seems obvious enough to be accepted without further consideration, but consider it we must. This ‘non-essential’ industry is one with very far reaching consequences.

As an example I’d like to review the numbers of the last Triathlon we hosted in Cape Town. On average, for every athlete who crossed the starting line there were eight people earning an income from that delivery. These range from highly skilled and experienced Race Doctors to students earning work experience credits, from self-employed food truck vendors to hydration point teams recruited and transported from local communities. Then one must consider the security guards, the route marshals, the bus drivers and physio therapists… the list goes on.

By nature, events provide a platform for multi-disciplinary collaboration between government, communities and the private sector. For example, if we quantify the larger socio-economic impact of the Triathlon through local and international tourism, venue rentals to community schools and parks, and the contribution to City businesses like restaurants – we conservatively estimate the indirect impact to be R 25 million. And this event is small when reviewed alongside international series projects like Formula E and the Volvo Ocean Race.

In this context, if a single event can contribute to the livelihood of so many then perhaps we need to reconsider the reference to ‘non-essential’? Pre-COVID the City of Cape Town alone facilitated the hosting of approximately one large event per week. Undoubtedly, this makes the number of people impacted significant enough for decent review and consideration to be given to current policies.

Impact is in the eye of the beholder – and in the eyes of those unable to keep their business doors open, earn a living or get a casual employment opportunity – the impact of current policies are devastating. The time has come for us to harness and leverage the collaborative nature of the industry and find a way to get the stage lights on and the ticket stubs checked once again.

I realise there are many cogs to this wheel, and many parties working and lobbying furiously in the background to get us all back to doing what we love. But when you – an event loving participant – see a building lit up in red, or a Social Media post with #LightSAred – I ask that you voice your support. Not only for those formally employed but more for those informally impacted.

And, in the long term;

  • If you need to market a city or destination – host an event
  • If you need to market your brand, find a B2B networking platform or incentivise or reward employees – host an event
  • If your community is looking for a platform to show its pride – host an event
  • If youth development and creating opportunities for entrepreneurs is your passion – host an event

You might not know it, but you’ll be making a considerable difference in the lives of many.

The BIG Picture of Small Business

Bruce Parker-Forsyth, CEO of WorldSport South Africa

I’ve always believed that the words ‘Small Business’ is misleading – I’ve managed a ‘Small Business for 24 years, which has delivered world class feats in sports and entertainment. Where others measure the success of a business based on size I have found comfort in this concept of being a ‘Small Business’. As with wealth and happiness, I have always believed the success of a business should be based on its outputs and approach – its attitude towards its stakeholders – rather than the number of people it employs or its annual turnover.

If nothing else, the impact of Covid-19 has had an enormous equalising effect on business. At this time, we have to challenge the notion that a company’s success is defined by the address of your office or the decor in your boardroom. Suddenly WHAT you have to say is essential since the HOW is no longer packaged in a decorated box and pretty ribbon. The sudden changes experienced by the Eventing industry in particular, drove home to me that we are in the People Business – our clients, staff and event participants should always remain at the fundamental core of our business ethos – which is only achievable through quality servicing and clear, effective communication.

Too often brilliance and creativity have been overlooked because the criteria of what defined a successful business automatically excluded those who preferred ‘small’. In fact, for many years I steered clear of referring to it as a ‘Small Business’ as I was acutely aware of the ease with which one would be overlooked. It’s time we (and by that I mean all Small Businesses Owners) stood up and affirmed why smaller is better. To me this is not merely an opinion, but a FACT:

FOCUS : ‘Small’ means less noise, less clutter, less diversion. Small means getting to the destination as efficiently and effectively as possible.
AGILITY : ‘Small’ means having the freedom to easily adapt and change while maintaining the same core values and principles – thereby promising consistent service delivery and quality no matter what the circumstances.
CAPABILITY : ‘Small’ means dealing directly with world-class skills and experience through the engagement of best in class resources as and when needed.
TRUTH : ‘Small’ means everything but small. It’s simply big thinkers who choose to focus on what really matters – the customer.

This is my affirmation – My name is Bruce Parker-Forsyth and I am a Small Business Owner. A small business founded in 1996 which, in the 24 years since, has delivered the Cape Town Stopover for every Volvo Ocean Race that’s graced our shores, has brought the FIFA Fan Fests to Cape Town and Durban and has supported a Nation in mourning by delivering the Nelson Mandela Memorial Concert in Cape Town. We’ve spearheaded community support campaigns on behalf of brands like Pick n Pay through the Cape Town Cycle Tour, the Women’s Walks obo Pink Drive and Fire Relief for the Knysna Community in 2017.

The ‘new normal’ in which we find ourselves has had devastating effects on our industry and those who work tirelessly to open the gates and light up the stage every time an event is hosted. Yet I’m encouraged at the manner in which so many have chosen to seize opportunities, re-invent the landscape and find ways of supporting one another. The fight for survival is brutal and exhausting yet non-negotiable. Because we must survive, we must be ready to offer the world its entertainment and distractions, its gatherings and camaraderie, as soon as we’re allowed. I am not as naïve as to believe that the status quo will return and that we’ll all simply fall back into the ‘normal’ way of gathering the crowds, but gather the crowds we will, not because we need it to maintain a ‘successful’ business, but because our customers, athletes, fans and friends need the comfort that comes from sharing a moment and creating a memory with others.

My Small Business, like so many others, has and will continue to deliver great things.