Reflections on government engaging business in planning initiatives for the 2010 FIFA World Cup : a case of a non-host area

12 Jul 2017

Successful hosting of mega-events requires careful planning. The size and magnitude of the event strengthens the importance of planning and recognising the role played by relevant stakeholders - in this case, business. The significance of planning is largely due to the benefits and costs associated with mega-event hosting, and is not limited to the host areas, but extends to non-host areas as well. With the 2010 FIFA World Cup being a historical event, not only for South Africa but the continent, non-host areas developed planning initiatives to position themselves so as to leverage from the event. This article focuses on how government (Cape Winelands District Municipality), a region located in proximity to one of the host areas (Cape Town), South Africa reflected on its engagement processes with business on planning initiatives for 2010 FIFA World Cup. A purposive sampling approach was used to administer the key informant interview schedules with the 2010 FIFA World Cup coordinators in the respective Local Municipalities of the Cape Winelands District Municipality. The results revealed challenges in engaging with business which is as an important stakeholder in the realisation of the planning initiatives. The latter also reflected as having contributed towards the challenge of government fostering partnership, achieving cooperation and collaboration. For future engagement with business, and not limited to mega-event hosting, it is recommended that it is through awareness, extensive communication, aroused interest in participation, and stakeholders finding value in the engagement processes that partnerships, cooperation and collaboration can be achieved.