Leasing out estate facilities

Marketing opportunities for many of South Africa’s larger housing estates can extend way beyond the traditional avenues of advertising.

Leasing out estate facilities like country clubs and sporting facilities to external parties, whether it be for weddings, an equine event or a golfing championship, can be beneficial not just for the estate purse, but also for the marketing mileage that these events can generate. 

 
The Kandasamys visit San Lameer 

Estate Living chatted to San Lameer Marketing Manager Jolanda Cloete about the estate’s experience with hosting the filming of the third movie release about South Africa’s favourite Indian family – the Kandasamy’s from Chatsworth! Trippin with the Kandasamys, which aired on Netflix on June 4, 2021, was filmed on the estate over a period of 18 days, during the Covid pandemic. 

Jolanda says that when they were approached by the production team, they knew that it was a wonderful marketing opportunity for the estate, but that it was not a rush decision as the team first had to get buy-in from estate management, the board of directors and the homeowners. 

‘It involved careful advance planning and open communication. Logistically speaking there was a lot to prepare, plan and coordinate in advance. Fortunately, our stakeholders and homeowners saw the value in the opportunity, and they were very accommodating. Some residents even served as movie extras. And so, when everyone was onboard, we designed a tailormade package for the production team,’ she said.  

‘As an estate, we needed to welcome the crew, ensure their comfort, maintain confidentiality, and respect the film crew’s workspace. They had a crew of 45 people and nine cast members. They in turn respected the estate rules and the residents, so there was mutual respect on both sides and the whole project ran like a dream. There were no cons and only pros for allowing the movie to be filmed here. It was a great opportunity that was well worth it for us. The whole project was well-executed,’ said Jolanda. 

The exposure that creates long-term value 

When asked about the return on investment, Jolanda says that still today, they receive calls from guests wanting to stay in the same villa as the one the Kandasamy’s stayed in. She says: ‘For us the return on investment was significant, not just for that villa, but the movie showcased the estate beautifully and it aired on Netflix, so the exposure was incredible.’ 

According to Jolanda, when potential events or tournaments come across the marketing team’s desk, they look at them individually and at what the potential brand exposure could be.  

‘Factors to consider include whether there is venue hire, for a gala dinner for example, or greens fees, for a golf tournament. Will there be any further spending or investment because of the event? How we structure the fee package depends on all these different factors.’ 

Financial injection benefits homeowners 

Jolanda says that hosting various events, whether it be for the filming of a movie, for a gala event at the country club or for a golf tournament, provides great financial input for the estate to flourish and puts less strain on the owners as the estate is then able to keep annual fees and levies low. 

San Lameer is no stranger to hosting film crews and movie stars. Jolanda says that international film crews have stayed on the estate in the past, and a few years ago, they hosted film stars Charlize Theron and Sean Penn for a month.   

Looking forward, San Lameer will soon be featured on a Homebrews Film, called Ysters op die Landgoed – a local production showcasing 13 estates across the country. The series will air on Kyknet from 8 July to 30 September. 

‘We love to tap into marketing opportunities like this, it provides amazing exposure for the estate,’ says Jolanda.