DESPITE the negative publicity and complaints about money allocated for the Essence Festival Durban 2017, eThekwini acting deputy city manager for Economic Development and Planning, Phillip Sithole, told a meeting of Exco this week that the festival had been a resounding success with a positive economic impact of R291.2 million contribution to the GDP. He said the festival had made a long-lasting impact on business, performing artists and the public who attended.
A decision will be taken next year by Council whether to host the event for a further three years.
The preliminary post-event report revealed that 153 572 people attended the event in 2017, an increase from 88 907 in 2016 while a further 83 500 people were engaged through pre-event engagements.
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The report listed the international business delegation who attended the event which included 102 delegates from Africa from countries such as Cameroon, Nigeria, Ghana, Botswana, Zambia, Mozambique and Zimbabwe.
There were also 49 delegates from the United States of America, four from the United Kingdom, two delegates from Milan and three from New Zealand.
More than 616 jobs were sustained and 1 409 employment opportunities were created with 70 local businesses utilised.
Sithole said hotels in the City also reported full occupancy during the festival. “The objective of hosting events of this magnitude is economic growth and job creation as well as having an impact on the tourism industry,” he said.
He said that through the public relations campaign, 64 million people were reached which is the equivalent of R27 million in advertising value. The 41 per cent negative press, he said, could still be viewed as a positive as people were still made aware that the Essence Festival Durban was happening.
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“Hosting the Festival also had a positive impact on the local creative industry. An objective of the event is to promote and develop local artists,” he said adding that 145 Durban artists reached an audience of 145 322 people.
Sithole said there was the potential of R15.5 billion infrastructure development in the City. “There was also a R5 million investment made to a woman-owned film business and a memorandum of understanding signed between the Durban Chamber of Commerce and Industry and the US Black Chamber as a result of Essence,” he said.
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