Counting the cost of ecomobility
Some Sandton stores reported a decline in sales, while for others it was business as usual, writes PENNY HAW
SPEAKING at a media conference in Sandton on the penultimate day of October’s EcoMobility World Festival, Johannesburg mayor councillor Parks Tau said the event had been “an enriching experience”. But, for some Sandton City retailers, who reported significant declines in customers during the month-long event however, the festival was anything but enriching.
“We saw up to 70% fewer customers during October than usual,” says Jayshree Sheikh of Cameraland Sandton. “People were confused. Many thought Sandton City was inaccessible by car, which wasn’t true. You could drive from Rivonia Road, Sandton Drive and Katherine Street, coming up 5th Street. The only streets with no thoroughfare were Maude and West streets. But, because people misunderstood and were badly informed by the media, they chose to stay away. The few that came were, on the other hand, delighted by how much parking was available.”
Shimni Lesia of men’s fashion store, Ben Sherman, reports similar patterns: “We experienced a huge drop in business during October,” he says. “Some customers called to ask if we were open. Others wanted to know where they could park. Most stayed away. We were pleased to see that on Sunday (November 1, after the close of the festival) people flocked back in numbers.”
It wasn’t only customers who were confused: “We had calls from some of our suppliers asking how they could get our orders to us,” says manager of Akhalwayas Food Zone, Ishmael Ganthi.
But not all Sandton City retailers reported drops in business during the festival. For African Origins gift, jewellery and curio shop, it was “business as usual”.
“We didn’t experience a decline,” says Faith Baloyi. “Perhaps because most of our business comes from tourists who didn’t seem bothered by the EcoMobility Festival, African Origins was as busy as usual during October.”
Other retailers took action to avert falloff.
“Checkers Hyper Sandton City experienced a slight drop in sales during the first week of the festival, which may have been contributed to by consumers not yet being sure about how the transport arrangements worked, but in the second week no influence was observed,” says communications manager for Shoprite Checkers, Sarita van Wyk. “The store and centre assisted in handing out information leaflets, which helped customers who felt unsure about how to travel in the area. The store experienced no stock delivery delays or issues with staff attendance and on the whole the festival and its goals are viewed in a positive light.”
Indeed, it wasn’t all bad for all retailers. Even some of those businesses negatively affected by the event concede to positive consequences of the festival, all be they largely unified in their criticism of the way the event was communicated.
“I use the Gautrain to get to work,” says Sheikh. “I noticed how much busier it was during October. (Gautrain increased its ridership by 8.1% during the festival, says the City of Johannesburg.) My experience was that the festival was reasonably well operated. The problem, though, is that the routes were badly communicated and reported on by the media. People thought roads were closed. There was lots of negativity reported about what might happen. Also, most Cameraland customers are not prepared to use public transport and bicycles or walk. So, while we experienced a decline in business, it’s not fair to say the festival wasn’t effective in other ways. But, if there is a next time, the organisers and media need to communicate details more effectively.”
With the festive season looming, Sandton retailers are looking forward to recouping losses incurred during October — with a special gesture from the City of Johannesburg. As a thank you to all in Sandton for their efforts and involvement in the festival, Tau announced that Christmas lights would this year be erected along Sandton’s main streets, including West Street.
“We are delighted,” says marketing manager for Sandton City, Karen Elson, who refers, too, to frustration experienced by building contractors in the area during the festival. “I remember seeing the Christmas lights in Sandton as a child. After our grumbles during the festival, it’s news well received.”