Cape Town is preparing to leverage the 2010 FIFA World Cup by making infrastructure upgrades, improving access and mobility, developing creative spaces, and enhancing its branding and marketing. Key plans include upgrading facilities like the Cape Town station and Grand Parade area, expanding non-motorized transportation, and establishing the city as a global destination for business, culture, and tourism through hosting major events. The World Cup legacy will include improved stadiums, parks, pedestrian areas and rapid transit systems.

1. CAPE TOWN ‘ Cape Town is Open for Business’ Leveraging 2010 in the Cape Town Central City by Andrew Boraine, Cape Town Partnership

2. Cape Town IS ‘open for business’ and we will continue to build on what has been achieved through partnerships over the past ten years Organising & communicating 2010 in the Central City, in order to... Leverage 2010 for economic, social and cultural development Infrastructure for access, mobility and growth Experience & visitor economy logistics capabilities Branding and marketing OUTLINE

3. CLEAN, SAFE & WELL MANAGED on wheels… the bicycle squad recycling St George’s Mall bollards security forum CAPE TOWN IS…

4. grandparent’s day job creation NETWORKS OF CARE CAPE TOWN HAS…

5. Central City Development Strategy “ In the next ten years, the Cape Town Central City will grow and greatly enhance its reputation as a dynamic business and people centre” VISION OUTCOMES Cape Town’s premier business location, recognised globally A high quality sustainable urban environment A popular destination for Capetonians and visitors A leading centre for knowledge, innovation, creativity and culture, in Africa and the South A place that embodies the heart and soul of Cape Town A CENTRAL CITY DEVELOPMENT STRATEGY CAPE TOWN HAS…

6. City of Cape Town Central City Property Owners Cape Town Tourism SA Property Owners Association SA Property Owners Association Cape Regional Chamber of Commerce Western Cape Provincial Government South African Police Services Other CIDs; Africa Centre for Cities (UCT); South African Cities Network CCT Economic Development Department Collaboration Ownership Funding Networking/Best practice sharing Wesgro Accelerate Cape Town CAPE TOWN HAS… PUBLIC/ PRIVATE NETWORKS OF COOPERATION

7. Impact of current global recession is noticeable, particularly on small businesses and retailers... But many private sector developments are still underway: 7 hotels 5 residential 12 commercial/ mixed use 1 cultural centre Retrenchments have hit certain economic sectors... But creative industries are still growing strongly 1 000+ creative industries in the Central City DEVELOPING CAPE TOWN IS…

8. SPECIFIC OBJECTIVES IN THE CENTRAL CITY: Organise a unique and authentic Cape Town experience for visitors Enhance involvement of Capetonians Contribute to the organisation and efficiency of the event Leave a lasting economic, social and cultural legacy Enhance long-term branding and marketing of Cape Town HOSTING 2010 CAPE TOWN IS…

9. CT Station FIFA Fan Park (Grand Parade) Main Transport Hub (Hertzog Blvd) Final draw (CTICC) Fan Walk SITES AND ACTIVITIES IN THE CENTRAL CITY 2010… Green Point Stadium Currently mapping: Accommodation Public spaces and squares Entertainment Transport Retail (formal and informal)

10. To communicate and consult with stakeholders, role-players, organisations and businesses in the Central City about activities, events and opportunities leading up to as well as during the 2010 FIFA World Cup To discuss ways in which the Central City area can be organised, managed and promoted in such a way so as to complement and support the proposed official FIFA Fan Park on the Grand Parade, the Fan Walk, the Main Transport Hub and other 2010 sites and activities CENTRAL CITY PARTNERS FORUM 2010…

11. FAN WALK TOUR 2010…

12. how they will brand our city…

13. Uniform cities brand in Germany 2006

14. Marketing collateral: flags, banners

15. Stadium branding in Berlin

16. Branding trains & bridges in Berlin

17. How the partners branded…Adidas

18. How the partners branded…Adidas

19. How the partners branded…Adidas

20. what the fans do …

21. Fan Park in Hamburg… “Dutch territory!”

22. Dutch fans in Hamburg streets

23. Branding landmark buildings, Zurich 2008

24. How the cities branded themselves… Hamburg BLUE GOAL

26. Adderley Street, switching on the lights what we already do well CAPE TOWN building on…

27. Twilight Run

28. Spier Infecting the City

29. MCQP

30. Lunch time live!

31. Community Jazz Concert on Greenmarket Square

32. Cape Town International Jazz Festival

33. Cape Town Festival

34. Zip Zap Circus Dome 210 on Long CREATIVE SPACES CAPE TOWN HAS…

35. Red Bull Music Studios New Space theatre launch CREATIVE SPACES CAPE TOWN HAS…

36. Grand Daddy Airstream Trailer Park CREATIVE SPACES CAPE TOWN HAS…

37. CREATIVE SPACES CAPE TOWN HAS… Film shoot on Church square

38. Pick n Pay/ Cape Argus Cycle Tour CAPE TOWN HOSTS…

39. Nedbank Cape Town Marathon CAPE TOWN HOSTS…

40. Cape Epic CAPE TOWN HOSTS…

41. Carnival CAPE TOWN HOSTS…

42. IPL tournament – a miracle in three weeks! CAPE TOWN HOSTS…

43. IPL tournament – miracle in three weeks! CAPE TOWN HOSTS…

44. Loeries Awards in September CAPE TOWN will HOST…

45. FIFA Final Draw in December at the CTICC CAPE TOWN will HOST… FIFA U-20 World Cup 2009, Final Draw, Palace of Luxor, Egypt, 5 April

46. CT Airport upgrade CT Station and rail network upgrade Kickstart Integrated Rapid Transit System New Long Distance Bus Terminal N1 Koeberg Interchange and N2 Hospital Bend upgrade Grand Parade upgrade Greenmarket Square upgrade Green Point Urban Park Fan Walk: Waterkant/ Somerset Road (widening of pavements, bike lane, greening, 2 pedestrian bridges) Beautification projects (lighting of buildings, landscaping, tree planting, improved pedestrian environments) Directional signage ENHANCED ACCESS & MOBILITY CAPE TOWN INFRASTRUCTURE LEGACY EXAMPLES…

47. station AN UPGRADED STATION CAPE TOWN LEGACY…

48. INTEGRATED RAPID TRANSIT SYSTEM CAPE TOWN LEGACY… Cape Town’s most important legacy

49. 2010 Fan Park AN UPGRADED GRAND PARADE CAPE TOWN LEGACY…

50. Fan Park at the Grand Parade AN UPGRADED GRAND PARADE CAPE TOWN LEGACY…

51. stadium PEDESTRIANISATION CAPE TOWN LEGACY…

52. NON MOTORISED TRANSPORT CAPE TOWN LEGACY…

53. Tender report being prepared - Construction mid-May WATERKANT STREET CAPE TOWN LEGACY…

54. Currently under construction Landscaping design (diagram) Somerset Road SOMERSET ROAD CAPE TOWN LEGACY…

55. THE STADIUM & URBAN PARK CAPE TOWN LEGACY…

56. THE URBAN PARK CAPE TOWN LEGACY…

57. CONNECTING SPACES CAPE TOWN LEGACY…

58. seat of learning topography africa maritime resistance, transformation A DISTINCTIVE PLACE CAPE TOWN … cosmopolitan heritage corporate creativity well-managed neighbourhoods legislative capital global destination lifestyle

59. Cape Town Central City: “Where the World Meets” HOW DO WE BRAND OURSELVES AS A CITY? CAPE TOWN … Cape Town: “Ready to Welcome the World”

60. thank you