Meaning 'place of reeds' in Zulu, from first occupancy by San hunter-gatherers in the 1800’s; the arrival of British sugar barons and Indian labourers in 1860’s, and the building of the Oyster Box beach cottage in 1869, to the construction of the signature red and white lighthouse in 1953, the opening of KwaZulu-Natal’s first five-star hotel, the Beverly Hills in 1964, and the over R5billion worth of investment under construction or planned for the area, uMhlanga Rocks has always been a multi-layered place, with multiple meanings for an array of people. 

And now, in a move to embrace the deep connections locals and visitors have with this iconic destination on KZN’s North Coast, the personality of uMhlanga Rocks has been captured under a unified place-brand that will be launched at a breakfast event at the Beverly Hills Hotel on 25^th November. 

Much more than just a logo, this place-brand is the expression of uMhlanga Rocks’ character supported by a vision aimed at providing a village lifestyle that is an easy, exciting and friendly space in which people can live, work, play, thrive. 

New Brand, New Vision â€" Why Does This Matter?

Place-brands and their related visions are an expression of the essence of a place. How the brand and vision is used to make and market that place, ensuring that it resonates with people, connecting them to it and instilling a sense of ownership in it, is what brings places to life beyond bricks and mortar. 

For uMhlanga Rocks, the process of uncovering its essence began in 2014, when a collective of uMhlanga Rocks property owners, developers and hotels, understanding that imminent development would re-shape uMhlanga Rocks both physically and in terms of perceptions, decided it was time to plan for a collective uMhlanga Rocks future. 

Facilitated through the uMhlanga Urban Improvement Precinct (UIP) structure, specialist brand development and communications agency, the International Trend Institute (ITI) was appointed to take a cross section of uMhlanga Rocks stakeholders including businesses; property owners; residents; investors; the tourism industry; eThekwini Municipality (eTM) stakeholders, and community organisations, on a journey of discovery, looking to capture this essence as the Brand DNA of uMhlanga Rocks. 

Through a series of engagements that allowed for the expression of fears and challenges, dreams and opportunities, the place uMhlanga Rocks came to the fore. We, uMhlanga Rocks, uncovered all the things that make us who we are, from what we believe and why we do what we do, to the way that we act and how we want to be perceived by others. 

Synthesized into a motivating reason for being, uMhlanga Rocks has been positioned as a gateway from the stresses of the world, a place of family and community, where work, play and life are in balance. 

uMhlanga Rocks exists ‘To Make Every Day Feel Like A Holiday.’

 Convicted of this purpose, uMhlanga Rocks has created a set of principles to inform and inspire a collective focus on creating exceptional spaces that offer exceptional experiences to all users.“ The future uMhlanga Rocks will be different to the one we see today, but by pulling together under one identity, underpinned by this collective vision, we hope to inspire the various “cogs” working to keep the uMhlanga Rocks wheel turning, such as eTM; uMhlanga Tourism; the UIP; businesses, and property owners as they position, promote and manage uMhlanga Rocks,” said uMhlanga Rocks Marketing Committee chairperson and representative of Granada Square Shantelle Walters. 

As a place of authenticity and belonging, a place where memories are made, it is crucial that as it develops, uMhlanga Rocks is still able to deliver that feeling to locals and visitors alike. “Some of our hotels are seeing four generations of families making memories and establishing traditions, and while there are concerns that the Village it once was, is disappearing, the vision for uMhlanga Rocks is to remember uMhlanga Rocks’ rich history while shaping a new Village, and a new experience that sees better pedestrian accessibility and connections to green spaces and beaches; a higher quality retail and dining offering, a raised level of security, cleaning, greening and maintenance through the UIP and municipal structures, and a greater range of activations that bring life to uMhlanga Rocks,” said Cara Reilly head of place-making for uMhlanga UIP management company UrbanMGT. 

In order to ensure the quality of the shopping, dining and entertainment experiences in uMhlanga Rocks add a unique flavour to the place, Walters believes it is essential to understand that people choose to live in or visit an area because of the quality of the experiences they have and, that they will choose not to come for the same reason. “ While we believe that what we have here is special, we are equally aware of the need to continually grow and improve the offering,”  she said. 

A growing Village, improved offering and enhanced experiences will positively impact on the value of uMhlanga Rocks in terms of its property prices and contribution to the municipal rates base. Practically speaking this allows for eTM and the UIP to deliver better services on-the-ground, ensuring the quality of the public spaces in uMhlanga Rocks mirror that of the private sector offering. “uMhlanga Rocks’ current construction phase is challenging the cleanliness and quality of public space and the UIP is working with developers on the enforcement of construction codes of conduct and general maintenance. On the plus side, once complete, not only will these developments free up additional operational resources but they will enhance the public realm, with the new retail centres designed as outward-facing and people-focused, said Reilly. 

Working within the context of the City’s objectives, strategies and by-laws, the uMhlanga Rocks Marketing Committee, representing a cross-section of stakeholders, will oversee the practical delivery of this new brand and vision, helping to shape and maintain uMhlanga Rocks as a key destination in the greater Durban offering. 

Look out for new uMhlanga Rocks brand mark, set to roll out from December 2016. 

www.umhlangarocksu.co.za 

Submitted by: The uMhlanga Rocks Marketing Committee

Media contact: Louise Hunt, ITI Brand Publicity

M: 083 708 6078