E­den Dis­trict na­me chan­ge pro­po­sed

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The E­den Dis­trict mu­ni­ci­pa­li­ty has agreed in prin­ci­ple to chan­ge its na­me to “Gar­den Rou­te Dis­trict mu­ni­ci­pa­li­ty”, but a pu­blic par­ti­ci­pa­ti­on pro­cess will be en­te­red in­to.

The pro­po­sed na­me chan­ge was re­sol­ved by the E­den Dis­trict mu­ni­ci­pa­li­ty coun­cil on 30 Au­gust.

The mo­ti­va­ti­on for the pro­po­sed na­me chan­ge is as fol­lows, as ex­plai­ned by Her­man Pie­ters, se­ni­or com­mu­ni­ca­ti­ons of­fi­cer for the mu­ni­ci­pa­li­ty.

“Va­ri­ous na­mes and brands are u­sed to re­fer to the E­den Dis­trict mu­ni­ci­pal a­rea. Na­mes in­clu­de, but are not li­mi­ted to Sout­hern Ca­pe, Sout­hern Co­ast, E­den, and Gar­den Rou­te. T­his cre­a­tes a sta­te of brand de­lu­si­on, me­a­ning the­re is a mis­ma­tch be­t­ween w­hat so­me be­lie­ve, w­hat coun­cil be­lie­ves the mu­ni­ci­pa­li­ty’s brand s­hould re­pre­sent and the ex­pe­rien­ce of the pe­op­le who li­ve and vi­sit our a­rea, “he says.

“To cre­a­te a pu­blic per­cep­ti­on a­bout a brand ta­kes a lot of ti­me and ef­fort. The­re is e­vi­den­ce that a lot of pe­op­le out­si­de the E­den Dis­trict do not un­der­stand w­hat the word ‘E­den’ me­ans in the con­text of our mu­ni­ci­pa­li­ty or why the dis­trict is ac­tu­al­ly u­sing the na­me.

“From a com­pe­ti­ti­ve tou­rism mar­ke­ting stra­tegy point of view, it is dif­fi­cult to pro­mo­te a brand in the o­ver­sa­tu­ra­ted tou­rism mar­ket. Cur­rent­ly the Eu­ro­pe­an, C­hi­ne­se and Sout­hern A­me­ri­can and A­fri­can mar­kets are al­re­a­dy a­wa­re of the na­me Gar­den Rou­te, which ma­kes it e­a­sier to con­ti­nue with a brand a­lig­ned to t­his des­crip­ti­on.

“Our a­rea has al­re­a­dy been de­cla­red an in­ter­na­ti­o­nal bi­o­sp­he­re by U­nes­co and is kno­wn as the Gar­den Rou­te Bi­o­sp­he­re re­ser­ve. That is a very pres­ti­gi­ous re­cog­ni­ti­on that we must le­vera­ge to en­s­u­re e­co­no­mic gro­wth for our re­gi­on,” says Pie­ters.

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