April 2013
Tygervalley Brand Strategy
Contents About
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History
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Attractions
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Previous brands
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Demographics
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Geography
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Culture
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Economy
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Events
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Tygervalley Brand Strategy
About Surrounded by majestic mountains, city and partial sea views, wine estates, major corporations and a Mecca of shopping opportunity, Tygervalley is a dream location from where to access the spectacular array of sight and sounds of the Western Cape.
From Tygervalley you can discover the Cape in all of its splendor; from wine tasting at the scenic wine estates in the Durbanville Hills and along the Stellenbosch, Paarl and Franschhoek wine route, to the sparkling powder beaches of Camps Bay and Clifton, it is just one big adventure after the other. Popular attractions not to be missed include a cable car ride to the summit of Table Mountain offering breathtaking vistas of the Cape Peninsula, a trip to the famous Robben Island and Castle of Good Hope and a visit to the fascinating Two Oceans Aquarium at the Victoria and Alfred Waterfront. Hike and mountain bike the trails in the Tygerberg Nature Reserve, abseil the cliffs of Table Mountain or partake in exciting water sport adventures. Thrill seekers will scream with delight at the enthralling encounters waiting at Century City’s Ratanga Junction Theme Park whilst the Grand West Casino and Entertainment World is guaranteed to entertain the entire family.
Tygervalley’s variety of accommodation includes beautiful guest houses, quaint bed and breakfast, up-market lodges and hotels as well as splendid self-catering apartment units which are ideal for family getaways. Within minutes from the lodgings you will find a plethora of restaurants, fast food outlets, bars and entertainment as well as marvellous modern amenities and shopping centres such as the Tygervalley Centre, Tyger Waterfront development and Willow Bridge. Tygervalley boasts various sporting venues, top-class golf courses, a horse racing track in the nearby Durbanville area, and a nature reserve.
Tygervalley’s charming countryside atmosphere, outstanding facilities and excellent central position make for it to be a prime vacation location while visiting the fairest Cape.
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Tygervalley Brand Strategy
History The Tyger Waterfront is defined as the 23Ha area between the Tyger Falls and South Gate Precinct. This section of land operated as a quarry site during the 1960’s. It was bought on tender by a Namibian businessman during the 1990’s and together with the assistance of Capitol, the rezoning and sub division of this sought after land was completed in August 2000. The sub division consisted of 16 commercial sizes that vary. The first transfer went through in March 2001 and the last building was completed during April 2006. Today the Tyger Waterfront consists of approximately 31340m² commercial space and 23560m² of residential space.
Here is a bird’s-eye view of how the land has developed.
1968 This is when Tygervalley was established as a suburb on its own. Only a few houses were build.
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Tygervalley Brand Strategy 1996 A lot more houses were build and the first small Tygervalley mall was build. The athletics track was developed with only natural resources like grass, without the Veledrome.
2000 Tygervalley mall was made larger and the veledrome was added to the athletics track.
2008 Tygervalley mall was made increasingly larger and the athletics track was laid out with a proper red rubber turf. Property development was on the increase around the waterfront area.
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Tygervalley Brand Strategy
Attractions Essentially, when Capetonians talk of Tygervalley they are referring to the Tygervalley Shopping Centre - a huge monolith and a ‘shop ‘till you drop’ destination in the northern suburbs. It’s easy to get to Tygervalley - the 82 844m² mall is just off the N1 and 20 minutes’ from Cape Town - and offers a lot of shops, and when it’s rainy season is destination number one for much of Northern Cape Town.
Then there’s the Tygervalley Waterfront, which to add to the confusion is based in Durbanville. This is a mixture of commercial and residential property on Carl Cronje Drive, built around an old quarry that no longer offends with its gaping ugliness, but instead includes a 4 ha manmade lake and a real storm water waterfall, which comes into its own during winter. The development is fast becoming a huge attraction, with modern buildings hugging the water canals, reminiscent of Cape Town’s ‘real’ waterfront.
But Tygervalley, a suburb of Bellville, is also a fast growing business and a retail district that brings modern - leading décor stores, medical centers, multinationals, trendy restaurants and big corporates - to the heart of the northern suburbs. Durban Road includes flashy car dealers, restaurants and important legal and accounting firms. In a sense it’s Sandton in Cape Town, but without the drawbacks of rude drivers, incessant crime and billboard overload.
Durbanville Wine Estates Durbanville is in the heart of Wine Country, and does not fail to impress with its own range of renowned wines. This area is home to the Western Cape’s two coolest wine regions due to the icy breezes off the ocean and the mists that roll down the surrounding mountains in the early evening. Durbanville Hills is a wellrespected label hailing from this area. In addition to stunning wines, there is a tasting facility, cellar tours and a restaurant perched on top of the hill for some of the most magnificent views. These tours and tastings are tailored to meet the needs of connoisseurs and novices alike, ensuring an interesting, entertaining wine experience for all. Durbanville Wine Valley refers to the larger area, comprising 12 different wine farms. This area is laden with lush, green vineyards, which produce some of the world’s finest wines. Many of these offer tastings and tours and boast restaurants and shops.
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Tygervalley Brand Strategy
Tygerberg Nature Reserve The City of Cape Town has set aside over 30 areas within the metro boundary to be managed as nature reserves in an effort to protect its unique biodiversity.
Tygerberg Nature Reserve is an ideal place for hikers and fauna enthusiasts. Seven kilometers of hiking trails give the walker a wide variety of routes to choose from and perhaps along the way you will be able to spot some of the 50 mammals and 33 different types of butterfly that are found in the reserve.
One of these areas includes the Tygerberg Nature Reserve, which lies in the northern suburbs of Cape Town. This nature reserve is in the process of being re-proclaimed as a Section 22 Nature Reserve under the Protected Area Act. The reserve supports one of the last remnants of the critically endangered Swartland shale rhino field vegetation type. It covers an area of 309 hectares and boasts 562 different plant species. Of these, 23 are Red list species, eight are endemic to Cape Town, and three endemic to Tygerberg itself. The diversity of species found here is vast, with some 24 different mammal species, 137 bird species, 22 different reptiles, 7 types of frogs, and numerous different butterfly species. The view from the top of the nature reserve’s hill is magnificent, with a 360 degree view of the city and emphasises just how meagre the patches of natural vegetation are amid the urban sprawl. The eastern slope of the reserve consists of old ploughed fields that are in the process of being restored, while the Western slope is close to pristine Swartland shale rhino field.
Environmental education programs and activities are conducted from the Kristo Pienaar Environmental Education Centre. These programs are available to the public by booking with the environmental education officer.
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Tygervalley Brand Strategy
Willowbridge Shopping Centre Located in the northern suburbs of Cape Town alongside the greenbelt of Elsieskraal river and opposite the Tygervalley Centre, Willowbridge is South Africa’s first true lifestyle centre. A world class, open-air shopping experience. It’s the place where you can amble and browse boutiques in the fresh air and actually see the sun.
Open air the stores at Willowbridge lead out onto the open air street or pristine river parklands. It’s light and airy and completely different to anything else in the neighborhood. Stroll the street, meet friends at one of twelve cafés and restaurants, shop at over eighty top stores including a gym and the famous Barnyard Theatre featuring outstanding live acts. There is also Café society at its chicest, buzzing from early until late.
Reflecting a return to old style shopping, Willowbridge has brought personality back into retail. Without a doubt the new high street for fashion, Willowbridge is also the ultimate destination for homeware and décor. With state-of-the-art security and ample surface and basement parking, open from 6am for the gym and closing around midnight for restaurants and The Barnyard Theatre, Willowbridge is your hottest shopping street in the Cape. And it’s worth the drive.
Willowbridge is open from early until late. During the summer months October to April, shops are open 9am - 8pm Monday to Saturday and 9am - 6pm on Sundays. From May to September shops stay open until 7pm Monday to Saturday and 5pm on Sundays. Willowbridge North stores open at 9am and close 6pm Monday to Friday, 5pm Saturdays and 4pm on Sundays and Public Holidays. The hottest shopping street in the Cape.
The crème de la crème of home ware, fashion, lifestyle and entertainment. Homeware stores include all the best homeware on one street Wetherlys, Osiers, Woolworths Home & Food, @homelivingspace, Pierre Cronje and Spilhaus. All the hottest fashion labels like Philosophy by Jenni Button, Sesto Senso, Fabiani, Caramel, Michele Lopriore, Es-T, Timberland and many more can be found at Willowbridge.
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Tygervalley Brand Strategy
Tyger Valley Shopping Centre Tyger Valley Shopping Centre is a shopping mall where international shoppers feel at home and Capetonians are proud to call their own. This dynamic and exciting shopping and leisure centre is situated just off the N1, a 12 minute drive from the Centre of Cape Town.
The Tyger Valley Arena incorporates an entertainment arena with food, leisure, banking and exciting retail stores. The Tyger Valley Arena is contained in a three-level setting using the very latest designs and techniques, incorporating glass panels sandblasted with decorative designs, blended with brushed steel cladding and fittings.
Located in the fast growing Tyger Valley business district, this stylish and welcoming Shopping Centre is considered to be the retail heart of Cape Town; convenient, comprehensive and welcoming. Tyger Valley Shopping Centre encompasses 275 shops, includes a banking mall with bureau de change facilities, medical and dental facilities, the Ster-Kinekor cinema complex includes 10 cinemas. Caring for customers is the of highest priority for Tyger Valley Shopping Centre and to facilitate superb customer service there are three customer care desks as well as customer care telephones situated throughout the Tyger Valley centre.
Children are also taken care of at Tyger Valley Shopping Centre with baby changing facilities in the toilets, as are disabled shoppers catered for with specially designed toilets. At each entrance there is also an intercom system that customers can utilise when in need of a wheelchair. With over 5 000 parking bays there is more than ample parking for customers when visiting Tyger Valley and there is a choice of either undercover parking or free parking.
Tygervalley Shopping Centre is the second largest shopping centre in the Western Cape.
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Tygervalley Brand Strategy
Previous brands
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Tygervalley Brand Strategy
Demographics
Culture
According to the 2001 Census, the population of Durbanville was 29,626. The following statistics show various demographic data about Durbanville from that census.
Afrikaans and English are the main languages spoken in Durbanville. In the past Afrikaans predominated culturally, but this has changed with the rapid development of the town. However the majority (56%) of the town still speak Afrikaans as a first language. The principal religion of the population is Christianity with a wide variety of churches in the community.
Gender Female: 15 828 = 53.43% Male: 13 798 = 46.57% Ethnic Group Black African: 688 Coloured: 2 730 Indian/Asian: 160 White: 26 047
= 2.32% = 9.21% = 0.54% = 87.92%
Home Language English: Afrikaans: Xhosa: Other African languages: Other languages:
12 322 16 622 283 123 276
= 41.59% = 56.11% = 0.96% = 0.42% = 0.93%
Geography Durbanville is located around 33°49′57″S 18°38′51″E (-33.83056, 18.65056).
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Tygervalley Brand Strategy
Economy Cape Town is the economic hub of the Western Cape Province, South Africa’s second main economic centre and Africa’s third main economic hub city. It serves as the regional manufacturing centre in the Western Cape. It also has the primary harbor and airport in the province. The large government presence in the city – both as the capital of the Western Cape and the seat of the National Parliament – has led to increased revenue and growth in industries that serve the government. Cape Town hosts many conferences, particularly in the recently expanded Cape Town International Convention Centre, which opened in June 2003 and is due for another expansion within the next year.
Much of the produce is handled through the Port of Cape Town or Cape Town International Airport. Most major shipbuilding companies have offices and manufacturing locations in Cape Town. The Province is also a centre of energy development for the country, with the existing Koeberg nuclear power station providing energy for the Western Cape’s needs. Recently, oil explorers have discovered oil and natural gas off the coast in the Atlantic Ocean. The Western Cape is an important tourist region in South Africa; the tourism industry accounts for 9.8% of the GDP of the province and employs 9.6% of the province’s workforce. In 2010, over 1.5 million international tourists visited the area.
Cape Town has recently enjoyed a booming real estate and construction market, because of the 2010 World Cup as well as many people buying summer homes in the city or relocating there permanently. Cape Town hosted 9 World Cup matches: Six 1st round matches, one second round, one quarter final and a semifinal. The central business district is under an extensive urban renewal program, with numerous new buildings and renovations taking place under the guidance of the Cape Town Partnership.
With the highest number of successful Information Technology companies in Africa, Cape Town is an important centre for the industry on the continent. Growing at an annual rate of 8.5% and an estimated worth of R77 billion in 2010 nationwide the IT industry in Cape Town is becoming increasingly important to the city’s economy. The city was recently named as the most entrepreneurial city in South Africa, with the percentage of Capetonians pursuing business opportunities almost three times higher than the national average. Those ages between 18 to 64 were 190% more likely to pursue new business, whilst in Johannesburg; the same demographic group was only 60% more likely than the national average to pursue a new business.
Cape Town has four major commercial nodes, with Cape Town Central Business District containing the majority of job opportunities and office space. Century City, the Bellville/ TygerValley strip and Claremont commercial nodes are well established and contain many offices and corporate headquarters as well. Most companies headquartered in the city are insurance companies, retail groups, publishers, design houses, fashion designers, shipping companies, petrochemical companies, architects and advertising agencies.
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Tygervalley Brand Strategy
Events Bellville Velodrome Built 1997 Opened 1997 Capacity 10200 Past Events
The Bellville Velodrome is a 250 meter, multipurpose indoor Velodrome located in Bellville (about 25 kilometers outside of the centre of Cape Town), South Africa. The Velodrome was initially developed for the South African Olympic Bid; this venue hosted the World Cycling Federation Championships in 1999. The project was completed in 9 months from inception. The Velodrome features an acoustically treated soffit lining for purposes of hosting music and other entertainment events. The Velodrome was designed as a phased development with seating capacity on completion of up to 10 200 seats. Phase 1 is complete and various designs exist as well as development proposals for the surrounding property to support the functions of the Velodrome.
7 December 2011 Lil’ Wayne 19 November 2010 Godskitchen - Above & Beyond 29 June 2010 Freshlyground 15 June 2009 Godskitchen Armin van Buuren 13 June 2008 Infected Mushroom 11 September 2007 P!nk
The venue has served as Cape Town’s main concert venue for the last ten years and has now been replaced by the Grand Arena at Grand West Casino. Its maximum capacity for cycling competition would range from 5-8,000.
5 September, 2007 WWE’s RAW SummerSlam Tour took place with over 7000 fans in attendance.
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Tygervalley Brand Strategy
Tyger Valley Shopping Centre After an intense 18 month refurbishment Tyger Valley has finally launched the new and improved Centre. Tyger Valley Centre Management, Hermans and Roman Property Solutions, Pareto, Metropolitan Life and Primedia Lifestyle, together with South Africa’s celebrities celebrated the opening with gilts and glam. In the place of the well-known “cutting of the ribbon”, Tyger Valley chose a more classic way to open the Centre using the “Sabrage” technique where a bottle of champagne is opened by a saber sliding along the neck of the bottle.
2012 Events 30 August – 2 September Tyger Valley and Die Burger’s Bruid van die Jaar competition and Bridal Experience 27 and 28 July Die Burger Proefees 2012 6 July 2012 Final Lollos show 23 June 2012 Lollos 4 – Oe La La Suid Africa
“Tyger Valley Centre is now the second largest shopping centre in the Western Cape,” said Kevin Roman, Hermans and Roman Property Solutions. “The Centre is proud to announce new top national and international fashion brands like GAP, Entrepo, Forever New and Factorie.”
16 June 2012 Die Burger ‘Kom praat saam met Toks en Tjops’ 12 and 13 May 2012 Mother’s Day at TVC – Moms on Wheels Promotion 27 March 2012 Lollos and crew visits 3 March 2012 Dare your hair! The CANSA Shavathon
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Tygervalley Brand Strategy
Image Black
C: 0 M: 0 Y: 0 K: 100
Green
C: 75 M: 5 Y: 100 K: 0
Yellow
The colour yellow is warm and cheerful. I want people to get a cheering feeling in general when they look at the logo and experience everything Tygervalley has to offer. Research has shown that people who are discontent show a change of facial expression when exposed to yellow light.
C: 0 M: 0 Y: 100 K: 0
Blue
C: 100 M: 0 Y: 0 K: 0
Blue suggests the importance of Tygervalley for the Bellville through to Durbanville area. Blue is also linked with stability, peace and infinity. It is also brings a relaxing effect.
Red
C: 15 M: 100 Y: 100 K: 0
The logo emblem is in a script like icon. I use this because it represents elegance with the continuous lines that flows from one end to the other. I use the colours green, yellow, red and blue. Green symbolizes growth, growth because of the green hills and in the streets of Tygervalley. Everywhere you go you are surrounded by trees. The trees also bring calmness, fresh air and a relaxing feeling. The growth element is also for the infrastructure and development of Tygervalley.
The colour red in the logo symbolizes joy and celebration and life itself. Research has shown in the past that the colour red can make lazy people more active.
Typography
By looking at the four colours in the logo I generated a slogan that would be easy to remember with the new Tygervalley logo.
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