Protea Hotel Fire & Ice! and Relate Inject Style and Young at Heart Energy into Good Causes
PROTEA HOTEL FIRE & ICE! AND RELATE INJECT STYLE AND YOUNG AT HEART ENERGY
INTO GOOD CAUSES
November 2013: Helping the fight against rhino poaching and fulfilling sick children’s dreams is cool in
anyone’s book. That’s why Protea Hotel Fire & Ice! has joined forces with not-for-profit social
Relate to help their GUESTS donate to good causes – and still look stylish and funky while they do it.
Both hotels in Cape Town and Melrose Arch are selling Relate bracelets at their reception desks that
support Reach for a Dream and the Endangered Wildlife Trust’s rhino anti-poaching programmes.
The Protea Hospitality Group has been involved with the Relate Trust from inception, says Lauren
founder of the social enterprise. Hotels have bought some 30 000 bracelets for gifting or resale in
support of various causes and as a result have raised nearly half a million Rand for good causes.
In total the social enterprise has sold approximately 1 million bracelets since registering as a trust in
The trendy beaded bracelets cost R35 each and are hand-made by Cape Town-based Relate
bracelet-makers, all of whom were previously unemployed.
All Relate bracelets are made with their signature ‘R’ bead, to show they are committed to
accountability and transparency.
Nicholas Barenblatt, Group Marketing Manager for Protea Hotels, says the joint venture is good for
“Our GUESTS can buy these bracelets as travel mementos and at the same time feel good about
their contribution to a worthy cause. In return they receive a funky bracelet for their kids or themselves
to wear, and from the proceeds Relate is able to donate at least two thirds of their proceeds to NGOs,
social enterprise development opportunities as well as earnings and skills training for the
“It’s also a good fit for us, because our typical GUEST is someone who cares about causes such as
conservation. The partnership is an all-round win-win.”
Relate is a 100% not-for-profit social enterprise that provides opportunities for the less fortunate to
create better lives for themselves. They generate funds for causes, create earning and upskilling
opportunities for bracelet-makers and support enterprise development initiatives that uplift
The sale of these bracelets at Protea Hotel Fire & Ice! forms part of Protea Hotels’ overarching CSI
programme that includes a plan for all hotels to engage in at community outreach and social
investment initiatives. This plan is also carried through to the regional and national offices.