SAACI NEWS

Local communities stand to benefit from events

The strategic focus of regional spread-of-business events by the South Africa National Convention Bureau through the National Association Programme is applauded.

By Glenton de Kock, chief executive officer of SAACI.

It will not only raise the profile of the identified regional villages, towns and small dorpies, but stimulate the involvement and engagement of the local community. Whatever the type of event or purpose for running it, an event may help to facilitate local awareness, act as a vehicle or starting point for involvement or change.

A community event may literally help to build community spirit.

An event which has a specific ‘community’ addition, such as sending out free invitations to locals or having a ‘locals only’ session may also vastly assist in getting the community together and engaged in the wider purpose and objectives of the event.

We may think that we need considerable investment over a longer period. The fact is that it only takes one or two large events taking place consistently in the South African events calendar to put a town, city, or region firmly on the map.

Once this happens, with or without long-term investment into the event itself, wider economic benefits ripple throughout the area. Retailers, hoteliers, pubs and restaurants along with local cultural venues should all enjoy an uptake in visitors. This could also result in additional local jobs, especially if the event is large and popular enough – Grahamstown Arts Festival is certainly an example! The investment from the event into the community also greatly assists with an increase in infrastructure for the community.

With the business events industry operating under stringent regulations due to the impact of Covid-19, even small group events like corporate break-away sessions and team-building activities may benefit communities in ways which are often surprising to participants. Small events held at independent venues frequently support small, independent businesses in the process.

Finally, whether an event is large or small, it may have a real purpose in raising community-wide awareness about local issues.