INNER CITY
A Team Effort
A look inside the Sandton management programme
C
ELAINE JACK
City Improvement District Manager of the Sandton Central Management District
hoosing the right location is considered the number one rule of real estate . Identical properties in different locations can bring vastly different results in terms of value , attractiveness , letability , and profitability . But what constitutes location ? It ’ s about much more than choosing a physical address : aspects such as the surrounding areas and opportunities for sustainable growth are essential .
Prime real estate locations offer residents or tenants an excellent experience , supported by valuable amenities that add quality to the lives of those living or working in them . Good , stable locations are defined by a few core aspects : safety , public transport , healthcare , employment opportunities , cleanliness , public green spaces , schools , hospitality , entertainment , shopping , and restaurants .
The Sandton Central Management District ( SCMD ) is the commercial centre of South Africa , home to three business improvement districts . With the above aspects in mind , the programme offers definite advantages
to property investors in the area . The SCMD is funded by Sandton Central ’ s commercial property owners , in an effort to ensure a positive experience in this key node of Johannesburg . Focusing primarily on the employee , visitor , property owner , and resident of the area , the SCMD is constantly looking for new ways to benefit and serve its stakeholders .
The Sandton Central team focuses on operations , finances and place-marketing by supplying services supplementary to those provided by the local council . These services are based on an international place-making hierarchy that looks at how cities provide an exceptional experience .
Two levels of change
The first level of this hierarchy aims at securing the improvement district and creating a safe , clean , and well-managed environment .
The SCMD achieves this with the help of a team of 56 public safety ambassadors , five patrol cars and 27 cleaning staff that operate 24-hours a day , seven days a week . Public safety ambassadors , or Men in Red as they are affectionately known , are on the frontline of this safety , cleanliness , maintenance , and landscaping programme .
The second level of the management process focuses on branding , marketing , and improving the overall image of the business district through place-making , collaborative promotional strategies , market research , urban planning , and working with the media .
A hub of growth and innovation
Sandton Central has become the most important business and financial node in South Africa , and plausibly sub-Saharan Africa . It is home to many of South Africa ’ s largest corporates , the world ’ s top multi-national companies , the JSE , and the iconic Sandton City mega-mall .
Through these types of programmes , the area holds the potential to be the cosmopolitan centre of trade , ideas , and lifestyle – delivering on that all-important rule of investment : location , location , location .
As has been seen worldwide , these types of initiatives offer several direct benefits . The SCMD is , of course , no different
Topping up of municipal and government services , through private sector resources , management , and accountability .
Offering a holistic approach to the proper functioning of the area .
Enhancing the environment , while strengthening investor confidence .
Improving property values .
Working with council for positive change , improvement , and innovation .
Creating a positive identity for the area and those who operate within it .
42 OCTOBER 2017 SA Real Estate Investor Magazine