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City of Cape Town
Research Framework for the Cape
Town Stadium 2015
Compiled By Roslyn Bristow

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Table of Contents
i. Abbreviations ..................................................................................................................... 3
1. Introduction ........................................................................................................................ 4
2. Strategic Objectives of the Cape Town Stadium................................................................ 4
3. How does the stadium link to the City of Cape Town’s strategy?....................................... 4
THE RESEARCH AGENDA FOR THE CAPE TOWN STADIUM............................................................. 5
4. The benefits of a Research Agenda for the Cape Town Stadium....................................... 5
5. Factors underpinning the adoption of a Research Agenda at the Cape Town Stadium ... 5
5.1 Strengths ........................................................................................................................... 5
5.2 Weaknesses....................................................................................................................... 5
5.3 Opportunities .................................................................................................................... 6
5.4 Threats............................................................................................................................... 6
6. Goals and Objectives for the Research Agenda ............................................................... 6
7. A segmented approach for Research at Cape Town Stadium .......................................... 7
7.1 Event Organisers ............................................................................................................... 7
7.2 Spectators Satisfaction ..................................................................................................... 7
7.3 Tours .................................................................................................................................. 8
7.4 Client Calls........................................................................................................................ 8
7.4 Pre Game Entertainment .................................................................................................. 8
7.5 Concessionaires ................................................................................................................ 8
7.6 Advertising for the Stadium............................................................................................... 9
7.7 Eco Park Foot Counting.................................................................................................... 9
8. Risks associated with the execution of the Research Programme ..................................... 9
9. Critical Success Factors...................................................................................................... 9
10. Proposed Implementation Plan ........................................................................................ 10
Short Term ............................................................................................................................. 10
Medium term to long term ................................................................................................... 12
11. Annexure.......................................................................................................................... 14
11.1 Project Details ............................................................................................................... 14

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i. Abbreviations
Event day Day that the actual event
IDP Integrated Development Plan
GRO Guest Relations Office
‘the stadium’ The Cape Town Stadium

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1. Introduction
This research framework and strategy outlines key focus areas to be researched for
the Cape Town Stadium. This framework provides the stadium with a detailed short
term and medium term plan for conducting and collecting data. The aim of the
research framework and strategy is to provide data which will inform the planning
and decision making process at the stadium.
The Cape Town Stadium aims to conduct a number of research projects to inform
management decisions which will help achieve the strategic objectives of the
stadium. These research projects are detailed in the annexure.
2. Strategic Objectives of the Cape Town Stadium
The Cape Town Stadium’s business plan outlines the high level objectives of the
stadium. These objectives are in line with the vision of the City of Cape Town to be a
premium tourist and events destination.
a) Financially viable
- Increase number of sporting events – both local and international
- Increase number of private events
- Increase number of spectatorsper event
b) Promote sustainability of the stadium
c) Compete as an international stadium
d) Attract tourists – both national and international
e) Providea platformwhere citizenscan interact.
f) Promote economic development in Green Point area
3. How does the stadium link to the City of Cape Town’s strategy?
The City of Cape Town has outlined their high level objectives and strategies in the
Integrated Development Plan. The IDP outlines the need for Cape Town to be a
competitive city in order to promote investment, social and economic
development. The Cape Town Stadium forms part of the City of Cape Town’s
strategy to become a world class city as well as to promote and foster social
interaction and economic development in the Green Point area.
a) Compete as an international city.

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b) Provideworld class facilities to gain international investment
c) Promote social interaction between citizens
d) Attract international recognition as a tourist destination.
The Research Agenda for the Cape Town
Stadium
4. The benefits of a Research Agenda for the Cape Town Stadium
a) Provideevidence based data
i. Informplanning and decision making process
ii. Informimplementation process
b) Analysis of current spectator trends
c) Analysis of events clients trends
d) Analysis of tour performance
e) Analysis of merchandise store performance
f) Enable stadium to achieve objectives
5. Factors underpinning the adoption of a Research Agenda at the Cape
Town Stadium
5.1 Strengths
a) The stadium has archives with data collected from2011 till present (2015)
b) Support of Development Information & GIS Department in Cape Town
c) Process of collecting data on client calls has been started
5.2 Weaknesses
a) Data in archives may not be what is needed for research projects
b) Clients and spectators may not want to participate in research projects
c) Lack of research team
d) Budget allowance may not be given
e) Results fromresearch may indicate that change is needed and this may be
resisted by staff

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5.3 Opportunities
a) Research will enable the stadiumto achieve objectives
b) Provideinformation that will informthe planning and decision making process
c) Enhance performance.
d) Regular reporting
e) Recording of evidencebased data
5.4 Threats
a) Budget allowance for research may not be given.
b) Public perceptions of Cape Town Municipality may affect perceptions of the
stadium.
c) Decisions made by Cape Town Municipality about the stadium may affect
i. Research process
ii. Client and spectator participation
iii. Performance of the stadium
6. Goals and Objectives for the Research Agenda
Short Term – March to June 2015
a) Create and structure the Cape Town Stadium Research Framework
b) Implement easy methods of data capturing.
c) Implement research projects in a sustainable manner
i. Tour Satisfaction
ii. MerchandiseStore
iii. Event Client Satisfaction
d) Implement reporting process on
i. Client Calls per month
ii. Tour Satisfaction per month
iii. Event Client Satisfaction per quarter
iv. MerchandiseStore per quarter
Medium Term – July 2015 to January 2016
a) Ensure operating projects are continuing
b) Ensure regular reporting is continuing
c) Implement Concessionaires Satisfaction Project in a sustainable manner
d) Ensure research data base is still updated

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e) Look for gaps in data where research is still needed
Long Term
a) Ensure implemented projects are repeated every year
b) Implement Spectator Satisfaction project
c) Begin to analyse trends for the different projects
d) Provideevidence based recommendations
e) Continue to look for gaps that need to be researched
7. A segmented approach for Research at Cape Town Stadium
7.1 Event Organisers
a) The aim of this project is to collect and analyse event client perceptionsand
experiences in relation to the stadium.
b) This project will informdecisionsto be made in order to increase the number
of private events at the stadium.
c) There are two proposed projects
i. Current clients
ii. Declined clients
d) The methodology for these two projects would be to conduct interviews with
the different clients.
e) These two projects will start in March.
7.2 Spectators Satisfaction
a) The aim of this project is to understand what the perceptionsand experiences
of the spectator when at stadium events.
b) This will provide insight into how to attract more spectators and keep returning
spectators happy.
c) There is one project – Spectators Satisfaction
d) The different event categories to be researched are as follows:
I. Rugby
II. Soccer
III. Religious
IV. Music
V. Social Events

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e) Method of data collection will be to conduct event related surveys
f) Project to start in events season of year initiated
7.3 Tours
a) The aim of the tours satisfaction project is to measure the success of the tours
provided by the Guest Relations Officer at the stadium and at the Eco Park.
b) This will enable improvements to be made to the current tour programme.
c) There are two projects to be conducted
i. Satisfaction of the stadium tours
ii. Satisfaction of the park tours.
d) Surveys to be used to collect data
e) Implementation of project to begin in March
7.4 Client Calls
a) The aim of this project is to collect and analyse the calls that come to the
Guest Relations Office.
b) This will enable management to have an understanding of what knowledge
the general public requires.
c) Data is collected by the Guest Relations Officer by means of a spreadsheet.
d) This project is ongoing and monthly reports are to be generated.
7.4 Pre Game Entertainment
a) The aim of this project is to research the different types of pre-game
entertainment other stadia offer.
b) This project will provide new ideas around what type of pre-game
entrainment is most common and effective.
c) Desktop study
d) This project can commence.
7.5 Concessionaires
a) The aim of the project is to research the perceptions and experiences of the
concessionaires who provide refreshments to spectators at the different
events.
b) This will enable the stadium to see if their processes for the concessionaires
are user friendly.

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c) The data will be collected with a survey.
d) These can start at the beginning of an event season.
7.6 Advertising for the Stadium
a) The aim of this project is to research the different platforms open for the
stadium to advertiseits facilities.
b) This will informmanagement on the different advertising options.
c) Advertising is a specialist area and external consultation will be needed
before planning and implementation.
d) Desktop study.
e) The project can commence.
7.7 Eco Park Foot Counting
a) The aim of this project is to understand the process by which park visitors are
counted.
b) This will enable accurate data on how many people visit the park.
c) Interview the park staff.
d) The project can commence.
8. Risks associated with the execution of the Research Programme
a) Budget constraints
b) Resource constraints
I. field workers
c) Accuracy of current data in Stadium archives
9. Critical Success Factors
a) Detailed plan of short term research projects for future reference
b) Simple data capturing process
c) Data and record keeping must be kept up to date.
d) Long term funding
e) The long term plan to install a research team

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10.Proposed Implementation Plan
Short Term
Focus Area Project
Name
How Start-Finish
dates
Methodology Resources
Required
Short
Term
Project
Leader
Events Current
Clients
Data in Archives March- June Interviews Telephone,
car
Conduct Smaller
study
Current
Researcher
Events Declined
Client
Data in Archives March- June Interviews Telephone,
car
Conduct smaller
study
Current
Researcher
Spectators Spectator
Satisfaction
Collect data
with survey
Beginning of
events
season
Survey Field workers
Field
Supervisors
Retail Store Merchandise
Store
Satisfaction
Quick survey Depends on
opening of
store
Quick survey Survey Forms
to be
created
Begin Project when
store opens
Current
Researcher
Tours Tours at the
stadium
Quick Survey March –June Quick survey Survey Forms
to be
created
Start collecting
data
Implement into
GRO
Current
Researcher
And GRO
Tours Tours at the Eco
park
Quick Survey March- June Quick Survey Survey Forms
to be
created
Start collecting
data
Implement into
GRO
Current
Researcher
And GRO

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Focus Area Project
Name
How Start-Finish
dates
Methodology Resources
Required
Short
Term
Project
Leader
Foot Counting Foot Counting at
Park
Check counting
process
Ongoing Record data Interview park staff
and compile report.
Current
Researcher
Pre-Game
Entertainment
Pre-Game
Entertainment
Online
research and
phone calls
ongoing Compile report Internet and
phone
Research and
compile report.
Current
Researcher
Concessionaires Concessionaires Some data in
archives as to
which vendors
are used
During
events
season
Interviews or
surveys
Survey
Forms to be
created
Advertising Advertising
Platforms
Research
online and by
calling
Desktop study Internet Compile report
on different
advertising
platforms
Current
Researcher
Client Calls Client Calls Record call
data on
spread sheet
Ongoing Compile data
and produce
report
Compile data
into spread sheet.
Implement into
GRO
Current
Researcher
And GRO

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Medium term to long term
Focus Area
Project
Name
How
Start-Finish
dates
Methodology
Resources
Required
Medium
Term
Project
Leader
Events
Current
Clients
Data in
Archives
Interviews Telephone, car
Conduct larger study
over financial year
Future
Researcher
Events
Declined
Client
Data in
Archives
Interviews Telephone, car
Conduct larger study
over financial year
Future
Researcher
Spectators
Spectator
Satisfaction
Collect data
with survey
Beginning of
events season
Survey
Field workers
Field Supervisors
Implement project.
Collect data at the
different events
Future
Researcher
Retail Store
Merchandise
Store
Satisfaction
Quick survey Ongoing Quick survey
Survey Forms to
be created
Continue to collect
data and compile
reports
GRO
Tours
Tours at the
stadium
Quick Survey Ongoing Quick survey
Survey Forms to
be created
Continue to collect
data and compile
reports
GRO
Tours
Tours at the Eco
park
Quick Survey Ongoing Quick Survey
Survey Forms to
be created
Continue to collect
data and compile
reports
GRO
Foot
Counting
Foot Counting
at Park
Record data Ongoing
Record data
Compile
report
Continue to analysis
and produce report.
GRO

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Focus Area
Project
Name
How
Start-
Finish
dates
Methodology
Resources
Required
Medium Term
Project
Leader
Pre-Game
Entertainment
Pre-Game
Entertainment
Online
research and
phone calls
ongoing Compile report
Internet and
phone
Concessionaires Concessionaires
Some data in
archives as to
which vendors
are used
During
events
season
Interviews or
surveys
Survey
Forms to be
created
Implement
project
Future
Researcher
Advertising
Advertising
Platforms
Research
online and by
calling
Desktop study Internet
Request
external
expertise
Client Calls Client Calls
Record call
data on
spread sheet
Ongoing
Compile data
and produce
report
Continue to
collect data
and compile
report
GRO

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11. Annexure
11.1 Project Details
Event
Organisers
Current Clients
Description This project will assessthe satisfaction of current clients whohave held
events at the Cape Town Stadium.
Aim The project aims to analyse the perceptions and experiences the
current clients who have had with their events at the stadium
Approach Conduct interviewswith the clients
Method Subjects: Clients are divided into
a) Companies
b) Event organisers
c) Private clients
Sample: The sample will be selected fromall three subject groups at
random.
Client lists are to be found in the archives.
Interviews will be conducted either at a meeting or over the telephone.
Tools Flexible interview questions
Implement feedback formfor future clients
Resources Telephone, car Project Leader: Researcher
Outputs Report
Informplanning and decision making process
Provide evidence based data.
Scale Small Project: 10-20 interviews
Estimated time Smaller Project – four months fromstart to finish
(March- June)
Full Project – ten Months. Conduct interviews with clientswhohad
events in the time frame.
City of Cape Town’s financial year - 1 July 2013- 1 June 2014
Short Term Smaller Project
Medium Term Large Project – researcher can collect data fromtwo or more financial
years and compare.

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Event
Organisers
Declined
Clients
Description This project will assessthe satisfaction of clients who enquired about
having events at the Cape Town Stadium but decided not to use the
stadium.
Aim The project aims to analyse the perceptions and experiences the
declined clients have had with the stadium
Approach Conduct interviewswith the clients
Method Subjects: Clients are divided into
a) Companies
b) Event organisers
c) Private clients
Sample: The sample will be selected fromall three subject groups at
random.
Client lists are to be found in the archives.
Interviews will be conducted either at a meeting or over the telephone.
Tools Flexible interview questions
Resources Telephone, car Project Leader: Researcher
Outputs Report
Informplanning and decision making process
Provideevidence based data.
Scale Small Project: 10-20 interviews
Estimated time Smaller Project – four months fromstart to finish
(March- June)
Full Project – ten Months. Conduct interviews with clientswhohad
events in the time frame.
City of Cape Town’s financial year - 1 July 2013- 1 June 2014
Short Term Smaller Project
Medium Term Large Project – researcher can collect data fromtwo or more financial
years and compare.

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Spectator
Satisfaction
Description This project will assessthe satisfaction of the spectators who come to
the different events hosted at the Cape Town Stadium.
Aim The project aims to analyse the perceptions and experiences of the
spectators at these events.
Approach Conduct surveyswith spectators
Method Subjects: Spectators are divided into
a) Soccer
b) Rugby
c) Music
d) Social Events
e) Religious
Sample: The sample will be selected fromeach subject groups at
random.
A three to four minute survey will be conducted with the spectator.
Survey conducted by Field Worker.
Tools Structured survey
Resources Field workers, field supervisors, printed surveys, data capturing
workers.
Outputs Report
Informplanning and decision making process
Provideevidence based data.
Scale Three events fromeach category need to be researched.
5 % of total Spectators to be surveyed.
Estimated time A full project will take about ten months fromstart to finish if
resourcesare met.
Short Term
Medium Term Start project at the beginning of event season

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Retail Store
Description This project will assessthe performanceof the stadium retail store.
Aim The project aims to analyse the perceptions and experiences the
public have at the retail store. This will include product suggestions.
Approach Surveys to be filled out by public
Method Compile a quick survey to be filled out when in the retail store.
Subjects: tourists and event spectators.
Sample will be random.
Tools Structured, quick survey
Resources Printing of surveys
Project Leader: Researcher will create sustainable research method
so that GRO can continue with project in medium to long term.
Outputs Report
Informplanning and decision making process
Provideevidence based data.
Provideproduct suggestions.
Scale At least half of all store visitors to fill out survey.
Estimated time This project is ongoing.
Short Term Researcher to set up survey and data recording sheet.
Medium Term GRO to continue to collect and input data.
GRO to compile short report on a monthly basis.

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Stadium and Eco
Park Tours
Description This project will assessthe performanceof the tours offered at the
stadium and park.
Aim The project aims to analyse the perceptions and experiences the
public have in relation to the tours offered at the stadium and park.
Approach Surveys to be filled out by public
Method Compile a quick survey to be filled out.
Subjects: tourists
Sample will be random.
Tools Structured, quick survey
Resources Printing of surveys
Project Leader: Researcher will create sustainable research method
so that GRO can continue with project in medium to long term.
Outputs Report
Informplanning and decision making process
Provideevidence based data.
Scale Each tour group to fill out short survey
Estimated time This project is ongoing.
Short Term Researcher to set up survey and data recording sheet.
Medium Term GRO to continue to collect and input data.
GRO to compile short report on a monthly basis.

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Foot Counting
Description This project will look at the number of visitors to the Green Point Eco
Park.
Aim The project aims to assess the method foot counting at the park and
record the data.
Approach Interviews with park staff
Method Interview park staff about foot counting process.
If accurate, compile regular reports on park visitor numbers
Tools May be beneficial to take a translator.
Resources Project Leader: Researcher will create sustainable research method
so that GRO can continue with project in medium to long term.
Outputs Report
Informplanning and decision making process
Provideevidence based data.
Scale Project will only look at Green Point Park.
Estimated time This project is ongoing.
Short Term Researcher to set up survey and data recording sheet.
Medium Term GRO to continue to collect and input data.
GRO to compile short report on a monthly basis.

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Pre-Game
Entertainment
Description This project will look at the different types of pre-game
entertainment that other national and international stadia offer.
Aim The aim of the project is to provide management with different
options for pre-game entertainment.
Approach Desktop research
Method Research online what other stadia do for pre-game entertainment.
Tools
Resources Internet and telephone
Outputs Report
Informplanning and decision making process.
Provide suggestions.
Scale This project will look at entertainment held in national stadia.
Will look at 10 well known international stadia.
Estimated time Two weeks fromstart to finish
Short Term Conduct project
Medium Term

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Concessionaires
Description This project will look at the satisfaction of concessionaires on event
day.
Aim The aim of the project is to analyse the perceptions and
experiences of the Concessionaires whooperate at the stadium on
event day
Approach Interview the concessionaires early on event day.
Method Subject: concessionaires
Sample: determine the number of concessionaires on different
events. Target different concessionaires.
Interview participants early on the event day.
Tools Interview questions
Resources
Outputs Report
Informplanning and decision making process.
Scale Need to interview Concessionairesarranged by the Cape Town
Stadium and Big Concerts.
A minimum of 6 concessionaires need to be interviewed at the
different events hosted at the stadium.
Estimated time Four months from start to finish depending on when the different
events take place.
Short Term
Medium Term Take place during event season.

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Advertising
Description This project will look at the different platforms that the Cape Town
Stadium can use for advertising.
Aim The aim of the project is to research the different platforms that can
be used to advertise the stadium.
Approach Research online
Method Research the different platforms that can be used.
Look at feasibility.
Tools
Resources Internet
Outputs Report
Informplanning and decision making process.
Scale Look at events that take place in South Africa.
Estimated time Two to three weeks.
Short Term Do initial research
Medium Term Import external expertise.

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Client Calls
Description This project will collect data and analyse the calls to the GRO
Aim The aim of the project is to provide insight into the type of calls that
the GRO receivesevery month.
Approach Record type of calls each day.
Method Subjects: public and clients who call into the GRO
Sample: All calls are recorded in terms of type per day.
Data is collected each month and collated into spread sheet.
Tools Excel spread Sheet
Resources
Outputs Report
Provide evidence based data.
Scale Only calls to the GRO are analysed.
Estimated time Ongoing project
Short Term Generate report each month.
Medium Term Continue to generate report.