WIAAN VD LINDE: WRSA Vice President NORMAN ADAMI: WRSA Director Strategy MARKETING SOUTH AFRICA AS A HUNTING DESTINATION
Two speakers, one an experienced and successful outfitter, Wiaan van der Linde, and the other a non- outfitter and a first-time visitor and observer to the hunting shows in the US, Norman Adami, each briefly share their views on the subject. Thereafter a brief 15 min Q and A session open for delegates to participate.
Marketing South Africa as a Hunting Destination Wiaan vd Linde
Challenges: • There is a growing social stigma to hunting across the world but this is particularly evident in the US. • Globally the hunting client base is aging especially among the US SCI members. • The hunting industry is highly competitive with numerous destinations and countries offering attractive experiences. This includes the US itself offering, (besides their own indigenous species) a wide variety of African species and the convenience and time efficiency that comes with it for the US sportsmen. • South Africa is now NOT seen as a “safe” destination and the image of the country has taken a big knock with the rhetoric around farm killings and land expropriation without compensation.
• The African species is in danger of losing its aspirational appeal and iconic status among the US trophy hunting client base. This is due to a number of factors including: • The SCI fund-raising donation model which requires and promotes the proliferation of auction hunts by all exhibitors, the majority of whom are from Africa ......resulting in very low prices. • The growing practice by many SA outfitters of pricing their hunts at significantly discounted prices, often at or even below marginal cost. This is due to the competitive pressure and also probably panic......often in the hope of using this loss leader approach to upsell to clients once hê/she arrives in the country. • The fragmented and negative marketing approach typically adopted between African countries and within SA itself......and the persistent in-fighting. ......Fueling the dialogue around high fences, small camps, canned lions and other issues.
• Pro-active engagement and marketing by the SA Government (DEA), Brand SA, SA Tourism and the service providers like SAA is totally absent. True appreciation and sensibility of the issues, challenges and indeed opportunities is lacking. • The relocation of the SCI show from Las Vegas to Reno has resulted in poor attendance and footfall. (2019 Reno attendance reached only 9500) • “House Parties”, independent agents, social media and word of mouth are becoming more relevant marketing platforms than the SCI or DSC shows. These shows are expensive to attend with their effectiveness and efficiency decreasing.
• The inconvenience and bureaucracy involved in bringing firearms into the country coupled with the visa requirements for accompanying minor children and the inconvenience of long flights to SA is also a deterrent when making a choice about a hunting destination by US clients. • South African and African outfitters are spread out far and wide, across the exhibition halls (this is by choice and preference of the outfitters themselves) and it is difficult for new clients looking for a South African hunt to find the South African outfitters amongst the maze of exhibitors. • The zero Leopard quota in South Africa is also a problem and causes loss of clients to other African countries. And i could add more to the list......
The Opportunities: As a hunting destination for US trophy hunts, South Africa does have a number of very important and very relevant things going for it, relative to the rest of the world and relative to the rest of Africa.
Generally speaking, Americans a) seek luxury and sophistication alongside wilderness b) They are safety conscious and would want to know that there are world class hospitals that are accessible. c) That they can travel safely and conveniently in the country with roads of high standard and access to airports. d) They seek wilderness with large teeming herds of animals e) With a wide variety and number of different species f) Magnificent trophy specimens, that cannot easily be found g) Good food and hospitality. Professionalism and service h) Affordability and value for money.
i) Tourist holiday attractions and options that can be added on before or after the hunting safari. j) Looking for a family destination where there are attractions for rest of the family k) Access to sophisticated and worthwhile shopping experiences where wives (eg diamonds & gemstones) and family can be treated. l) They would like to know that their hunting safari is supporting a worthwhile cause and making a social contribution to the country. m) That their safari will be a once in a life time, unique and memorable experience all-round. n) The wives are increasingly more involved in the decision making .......so the destination must provide the right balance and attraction for her as well.
The way forward: Some of my suggestions/ideas to take this forward and make a difference for our country and our industry are as follows: 1. The first idea is the notion that if, WRSA representing the landowners, PHASA + the CUSTODIANS representing the outfitters and PH’s, Government in the form of DEA and Tourism, the marketing bodies in the form of SA Tourism, Brand SA and key suppliers like SAA, can set aside our differences and operate as a truly unified system, as a ONE SOUTH AFRICA, then we could begin to turn the tide and win. 2. 2.We need to ask for a new relationship..........a new relationship with all of the above stakeholders operating with a common purpose and a set of principles...... and each committing to playing their role to help the system, the industry and the country as a whole and holding each other accountable.
3. Greater America, the many thousands that attend the hunting shows, have no awareness and no real knowledge about SA as a hunting destination and tourism destination. 4. A deliberate plan needs to be developed to achieve breakthrough communication about what makes SA special and different. 5. The plan will also need to identify and debunk some of the misinformation and misperceptions. We need to devise a plan that achieves enough “CLOUT”, enough “break - through” to reach a wide but targeted audience.
6. Engage with our fellow African countries to agree to collectively promote the African continent and the African species, first foremost. Also to get an undertaking to avoid/stop negative marketing. This will be for mutual advantages. 7. 8. Strategize and plan to engage with SCI to develop an alternative fund-raising model (alternatives to the current donation hunt model) which is compromising the outfitters. (We could also consider an exclusively AFRICAN exhibition in the US as a separate idea) 9. Jointly offer a workshop to outfitters and PH’s on methodologies on costing, marginal costing and pricing. 10. WRSA is developing a hunting lodge directory of all the potential locations and offerings that SA has to offer.... this can provide valuable information to the prospective client.
As an industry, let’s play to our strengths...... let’s highlight what makes us special and different.... and let’s work together to realize the full potential of our wonderful industry.
Hunting- International
Hunting - International o We are our own biggest enemies o There are no rules in this game o Only industry where you get the service and the product for “free” o In the USA, not even the air at the gas station is “free” , although we are giving our unique product away for “free” and then relay the for “free” to the land owner and think we will have a sustainable industry that can survive for “free” o Why are we devaluing our product ???? This blows my mind…
Can this be turned around ? 1) Setting Grading Standards 2) Know the Cost of your Product
1. Setting Grading Standards By getting graded, you achieve the highest level of quality assurance, promote optimal value for money and give ‘ customer expectation ’ the paramount position it deserves . You get what you pay for
Grading Criteria – Game and Nature Lodge Facilities Variety Hunting area Service – Experience in the industry, references, equipment, level of service, Accountability, tailor made packages
2. Cost of your Product Calculation of cost per species under extensive conditions Total annual operating cost of the farm R250 000,00 Estimated annual farm costs * R200 000,00 <Please contact your auditor for assistance with the allocation R50 000,00 <Please contact your auditor for assistance with the allocation Estimated Annual 'Other Costs' * Carrier standard of the farm / environment * 10 hectare per livestock unit (Contact an ecologist for an estimate) Maximum load capacity on the farm 100 number of livestock units Estimated operating costs per livestock unit R2 000,00 <(This amount is what should be the accrual of each livestock unit)
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