South African is focusing its energy in developing the tourism sector and there is growing need for corporate tourism facilities such as conference venues outside the fast paced city centres or business districts. Bonang Conference Centre offers visitors and clients accommodation, entertainment, catering and conference facilities in Potchefstoom – away from the hectic pace of city life and ideal for corporate engagement. The business was started in 2010 and is now graded as a three star facility by the Tourism Grading Council of South Africa.
The company operates from three buildings with the main building offering most of the core services,i.e. conferences, entertainment, restaurant and group catering. Two additional buildings adjacent to the main building provide accommodation.
The business owners approached Seda in 2011 for advice and assistance in order to build a sustainable and profitable business. At the time, the business was not attracting enough visitors to sustain the business. Branding and marketing was also minimal and the establishment was not graded.
Seda’s assessment pointed to the urgent need for professional branding for the business, and well as promotional efforts. After several interactions, Seda helped Bonang with new branding. Proper and visible signage was developed and installed at the business site. This helped with uplifting the brand name. Professional promotional materials such as business cards, business profile, branded diaries and calendars were developed.
In addition a website was developed to market and promote the business on line, making it easier for visitors outside the province to access information about the business and make enquiries.
As a results of Seda’s interventions, the business turnover has increased from about R50 000 per month. Usage and occupancy rate have increased by 80% per month and job opportunities were created resulting in the hiring of 3 additional workers to bring the number of full time workers to 6.
Aloreece Kakuiyu, Bonang Operations Manager says, “The business is now visible to our potential customers, and the website assisted in increasing our clientele. Thanks to Seda.”
A further cap for the business was winning the North West Provincial Emerging Tourism Entrepreneur of the Year Award 2012/2013, an event sponsored and hosted by the Department of Tourism