Mark Jakins is a marketing and operations executive at Peermont, a renowned South African hospitality group. He has over 25 years of experience in the industry. Peermont owns 13 properties across South Africa, Botswana, and Malawi that offer diverse options for conferences and events. Peermont prioritizes value for money and excellent customer service.

1. B I G I N T E R V I E W
Ahead of the
A trend-spotter and
experienced businessman,
Mark Jakins embodies
a passion for the
hospitality industry.
A
SGROUPMARKETING and regional
operations executive of Peermont, the
renowned gaming and hospitality group,
Mark Jakins is an industry leader and integral
member of the original start-up executive team
involved in growing the business, which is worth
over R9 billion today.
NOTEWORTHY CAREER
Mark has had an exciting career over the
past 25 years, bursting with experience and
augmented by relevant marketing and business
qualifications. He started his career at the world
famous Unilever school of business where
his passion for marketing began. His journey
included a successful five-year spell at the SABC,
where he was CE: Commercial Enterprises,
leading the brand strategy across 23 radio
and television channels. This tenure resulted in
a financial turnaround through airtime sales,
sponsorships, audience services and TV licence
uptake. Thereafter, he rejoined the Peermont
group, initially as chief commercial and marketing
officer before advancing to his current role.
Separate to this, he has served on the Vega
Brand Communication School’s National
Advisory Council, reflecting his passion for
marketing communications.
Opportunities to learn from colleagues
and others in the industry have presented
themselves throughout his career. “Two mentors
that have touched my life are Peter Matlare and
Martin Shaw,” explains Mark. Through former
SABC and Tiger Brands CEO Peter Matlare, Mark
learned to balance commercial success with
the sensitivities of a changing South Africa.
Martin Shaw, former CEO and senior partner
for Deloitte, and coincidently his father-in-law,
demonstrated to Mark how to balance the
demands of work and family.
His role models are tennis ace Jimmy Connors
who taught him never to give up, Nelson
Mandela whose incredibly difficult life shows that
compassion and forgiveness can lead to great
achievements and Sir Richard Branson who is the
epitome of building one’s personal brand whilst
building a highly successful business on the
pillars of innovation and anti-establishment (the
people’s hero).
VALUE FOR MONEY
The Peermont group offers a strong and diverse
value proposition for conferences and events.
This is achieved through the 13 properties that
have unique characteristics, located in South
Africa, Botswana and Malawi. The group’s
portfolio includes numerous resorts, from the
leading Emperors Palace, conveniently located
adjacent to O.R. Tambo International Airport,
to the International Conference Centre at The
Grand Palm in Gaborone and the large Bingu Wa
Mutharika International Convention Centre in
Lilongwe, Malawi.
Mark is proud of Peermont’s value proposition,
which he says “prioritises value for money –
offering more for less, knowledgeable and
passionate staff that automatically go the
extra mile; flexibility and variety in quoting,
proactive planning and strong sales support
to clients; better-than-market technology
solutions; generous commissions and incentives;
exceptional accommodation standards, quality
food and beverage offerings. Peermont
therefore offers the true 360 degree
conference experience, including outstanding
accommodation, interesting leisure activities,
destination restaurants and entertainment for
conference guests far exceeding the offerings
of normal city hotels.”
THE PALACE OF DREAMS
Emperors Palace is the group’s flagship
conference destination in South Africa. The
Palace of Dreams is able to justify this through
its outstanding location next to O.R. Tambo
International Airport, its siting on the highway
and on the Gautrain bus route, for ease of
navigation for local and travelling clients.
An established track record and history
of successful, theatrical events is a key
differentiator for the venue, with these factors
enhanced by the outstanding setting and a
multitude of meeting rooms at solid value-
for-money rates, enhanced by exceptional
entertainment offerings.
18 • MEETINGS l JANUARY/FEBRUARY 2016

2. 6 TRENDS
FOR 2016
WALKING THE GREEN PATH
Sustainability programmes have already been
implemented across the group for the last few
years. These prioritise waste reduction, water
conservation, reducing energy consumption.
A photovoltaic solar solution at the
Graceland resort has reduced gas
consumption by 40%. Other energy reduction
tactics include the installation of heat pumps
to reduce water heating costs by 70% and low
wattage globes, which, together with other
tactics, have improved lighting efficiency
by more than 22%. “We are also proud to
announce that we will commence building a
rooftop solar installation at Emperors Palace
in 2016 which will produce approximately 1000
kWp solar power. This will be one of the largest
rooftop installations in South Africa and will result
in a reduction in the daytime consumption of
electricity by 20% to 30%.”.
Peermont’s contribution to water conservation
is significant with numerous practices in place.
“Our conservation programme includes the use
of water flow inhibitors on taps and shower
heads, waterless urinal systems, the use of water
dispensers, rather than bottled water, and the
use of grey water for plants and boreholes,”
adds Mark.
A CAREER IN THE INDUSTRY
Mark‘s advice for those wanting to pursue a
career in the MICE industry is to “put roots down
in a reputable establishment to learn from
the best.”
“Model your career aspirations after people
you admire and trust, avoid naysayers at all costs
and go over and above what is expected of you
at every occasion.” He encourages gaining a
formal business degree or diploma which would
automatically be recognised by the MICE industry
while an hotel or food and beverage management
school diploma is also appropriate.
LOOKING AHEAD
Peermont will be implementing innovative
offerings in 2016, in accordance with what has
been observed internationally. Mark explains that
Peermont will be focusing on the following:
• further enhancements in technology, including
more AV and broadband improvements
• menu modernisation for banquets and
special events
• value-added packaging of room stays,
entertainment and banquet experiences
• improved, personalised
communication to
decision-makers,
including the
optimisation of
social media
platforms
• creating bespoke
events, which
casino resorts can
do easily because
of their flair and a
sense of occasion.
#REALSUCCESS
MEETINGS l JANUARY/FEBRUARY 2016 •
19
Group Sales
+27 (0) 11 928 1903
peermont.com
Mark has an interest in trends and
developments in the MICE industry and
recognises the importance of staying
abreast of these to ensure Peermont
pioneers new processes across its
properties. He travels internationally to
resorts and conference hotels often as an
event delegate to gain first-hand insights.
“We provide feedback to our operations
teams on any emerging trends and
provide customer feedback as a standard
– to keep our delivery top-notch,”
adds Mark.
1 FLEXIBILITY Shorter lead times for
venue bookings result in a need for
increased flexibility.
2 HEALTHY BANQUET MENUS Clients
and those attending conferences are
becoming more aware of the source
of their food and asking questions we
should be able to answer. Catering
for different cultural groups is also a
growing development
3 INNOVATION Clients are looking for
variety in meeting spaces, often with
requests for natural sunlight, seating
variety and different settings.
4 SUSTAINABILITY Conferencing with a
cause is becoming bigger, with many
preferring eco-friendly venues and
an awareness of waste materials,
energy consumption and the like.
5 TECHNOLOGY Clients are looking
for better and cheaper technology
innovations to jazz up their events,
and expect venues to provide more
added value in this regard. Social
media links, access to apps,
high-speed Internet access,
broadcasts and extreme
efficiency are some
of these value-adds
needed to better
service clients.
And a bonus
thought he
believes
strongly in...
6 HOTEL BRANDS
Reputable
accommodation
brands are
adding more
value to
conferencing
venues – be
they lodges
or hotels.