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