BUSINESS PLAN
HERITAGE DAY 2003
1. NAME OF THE EVENT
Celebrating Heritage Day 2003 in South Africa.

2. DESCRIPTION OF THE EVENT
The Department of Arts and Culture, in view of its mandate for hosting Heritage Day, will take the lead in arranging the event, on behalf of Government, together with the Government departments, Provinces and other role-players listed below.

Given the importance of the event and the interest it will generate, the Department is of the opinion that there should be a departure from the normal format. It is therefore necessary that the process be driven by a National Coordinating Committee to give direction to the events that will arise.

To give impetus and value to the Heritage of South Africa, it is also proposed that Heritage Month be celebrated in the true sense of the word this year. It is therefore proposed that Heritage Month kicks off on 24 August (exactly one month before Heritage Day) and culminates in a large scale event on 24 September 2003 at the Union Buildings in Pretoria.

The tenth anniversary on 27 April 2004 will be an important milestone in the development of our democracy. It is therefore important that the central theme as set out by the Presidency form part of the celebrations on Heritage Month and Heritage Day by building partnerships to build a better future for all South Africans; To truly celebrate the achievements the country has reached over the past 9 years going into the 10th year of Democracy;
To display the contributions the Department and Heritage has made over the past 9 years; and
To market new initiatives of the Department.

Heritage Month will range from formal ceremonies of state to spontaneous popular events such as outside broadcasts. The celebrations will see contributions from every sector of our society, making partnership a central theme. They will have a national and international focus, incorporating the programmes of South Africa missions across the world in the national plans. Already it is evident that the celebrations that culminates on 24 September 2003 will be expressed over many months.

3 AIMS AND OBJECTIVES
The aims and objectives of the nationwide and month long celebration will be:
a.) To Celebrate the South African Democracy;
b.) To educate the public on the National Symbols and Orders and their importance with regard to nation building;
c.) To popularize the National Symbols and Orders in a manner hat all South Africans develop a 'sense of ownership';
d.)To reinstall a spirit of respect and patriotism around the National Symbols and Orders;
e.) To build strategic partnerships so as to develop the necessary momentum for a sustainable long-term plan for promoting the National Symbols and Orders; and
f.) To utilize the Heritage Day 2003 Celebrations to intensify efforts to create a new moral and national consciousness.

4.TARGET AUDIENCE
a.) Each South African
b.) The International Community;
c.) The Media
d.) The Department of Arts and Culture as the lead Department;
e.) Other Government Departments;
f.) Provinces;
g) The arts and culture fraternity;
h.) The Heritage fraternity;
I) .Associated Institutions of the Department;
j.) Statutory Bodies of the Department;
k.) The Corporate Community; and
I.) The Private Sector.

5. ROLE-PLAYERS
The Department of Arts and Culture
The Presidency;
Other National Government Departments;
Local Government;
Provincial Government;
The International Community;
The Media;
Associated Institutions of the DAC;
Statutory Bodies of the DAC;
Corporate communities; and
The Private Sector
6. PROJECT PLAN
Month long activities
Involving the various government departments
Exhibition
Statutory bodies
Theme
Venue
Parade
Involving other partners The project plan for Heritage Day 2003 is informed by the following:
The development and reinforcement of co-operative partnerships between the tiers of government; associated institutions and the private sector; and

Concerted efforts to ensure that the celebrations, in terms of content and/or programme, manage to draw all population groups from South African society.

It is suggested that the celebrations be arranged in three phases, each serving as a foundation for the other:

Phase One: Heritage Month from 24 August 2003 until 19 September 2003.This period will be marked by side events fitting into the theme and will take place country wide. The Minister and Deputy Minister will be involved in these events and will involve selected initiatives of the Department of Arts and Culture, for example, Indigenous Music; Oral History projects, the National Archives roadshow, etc. It is proposed that the Heritage Month Celebrations is launched by the Minister at one of the events.

Phase two: A week long exhibition of Heritage issues to be at the venue where the Heritage Day event will take place. The exhibition should be up from 20 September 2003 - 26 I 27 September 2003. At this exhibition, the Department will request some institutions to exhibit programmes related to their line function that have an impact on heritage issues. It is proposed that the Exhibition is launched by the Deputy President on the first day of the exhibition.

Phase three: The final event on 24 September 2003 will culminate with a public event. The event can start with a parade including cultural groups, floats, music groups, etc. The displaying of the national Symbols will be crucial at this parade. The parade will end at the venue where the formal and informal part of the celebrations will commence. It would be essential for big name artists to perform at the event both before the formal programme as well as after the formal programme.

The overall thrust of the phases will be to communicate (though all available mediums) the message of the National Symbols and the National Orders to all facets of our society. This communication is informed by the results of research that tested the hypothesis that there is a low level of public awareness and understanding of national symbols and will incorporate suggestions from research participants as to how best to create public awareness and deepen understanding of National Symbols and National Orders.

Heritage Month will not only limit itself to initiating activities that feature National Symbols and National Orders, but also link with partner initiatives to enhance the theme for this year's event. Hence the continuing discussions with organizations like, SABC (TV and Radio), BASA, Metrorail Commuter Corporation, SANDF (Ceremonial), Associated Institutions, Department of Education, Pretoria Metro, Provinces, ATKV, Voortrekker Monument, Presidential Communication and Protocol, and many others.

The role of the above mentioned partners will extend to the celebrations on 24 September 2003. The day will be organized in such a way that a festive mood reigns in Pretoria with a full colorful display of the National Symbols and displays of support for National Orders.

FORMAL PROGRAMME:
The event should take place at the Union Buildings in Pretoria to symbolize the seat of Government and to demonstrate in a tangible way the commitment government is making to celebrate the 10 years of democracy. It is therefore of utmost importance that the Heritage Day event ties in with the objectives set out for the 10 years of democracy. The formal event will include a keynote address by the President after an introduction by the Minister of Arts, Culture, Science and Technology with various cultural activities linked to it. The event is planned in such a way that it gives further credence to government's concept of Imbizo.
Promotional and educational material such as T-shirts, caps, car stickers, posters, banners, educational booklets and flyers should be strategically distributed at points for the public.
A draft budget will be developed once more detailed information is available on the exact format of the event.

COMMITTEES:
It is proposed that the following committees be established to spearhead the various arrangements for the Celebrations:
That an intradepartmental Task Team headed by the Chief Directorate-Heritage
Additionally the Team will give leadership to several sub-committees.

The sub-committees which have been formed to expedite the work of the Task Team in this manner are:
Logistics, Programme and Protocol committee (to be chaired by Events Management);
Communications Committee (to be chaired by the Communications);
Heritage Month Calendar Co-ordination Committee chaired by the Living Heritage Directorate in the Department of Arts and Culture. Sequencing of events will be the priority of this Sub-Committee. Other Government Departments and Provincial Governments will be requested to register events they plan with the Department of Arts and Culture. This will also be discussed at a workshop planned by the Inter-Departmental Communication Task Team at the end of July 2003.

7.COMMUNICATION IMPLICATIONS
The Chief Directorate Communications with the assistance of the GCIS will develop a communication strategy for both Heritage Day and Heritage month engage the media on projects that will be highlighted by the Minister and Deputy Minister during September 2003.

8. BUDGET
The Department has committed a budget towards Heritage Day Celebrations annually. It is, however, estimated that the existing budget will not be enough and should be complemented by money allocated to the Department for the Promotion of Arts and Culture. This was suggested by the Minister during MINMEC on 22 July 2003.

It is envisaged that the celebrations of Heritage Month and Heritage Day will come to a total budget of approximately R8 million.

9. TIMING
It is the intention of the Department of Arts and Culture that the Heritage Month and Heritage Day Celebrations would be a truly national celebration taking place over the whole month of September starting on 24 August 2003 culminating with a national event on 24 September 2003 at the Union Buildings in Pretoria.

10. IMPLEMENTATION STRATEGY
It is envisaged that the process in the near future develops as follows: (Not necessarily in order of sequence)

Letter is drafted to the Presidency asking for a decision on the theme and venue of the event. Suggestions for venue and theme were already made in the submission;

The Business Plan and budget is developed and agreed upon by the members of the conceptualization committee. The committee consist of staff members from Heritage, Communication and Events; An internal committee is established in the Department represented by all relevant Directorates that may play a role in the Heritage Day Celebrations. In this meeting stakeholders and other government departments are identified that may play a participating role in the celebrations;

Drafting of tender specifications for the outsourcing of the logistical requirements for the Heritage Day event on 24 September 2003. The tender need to be awarded by at least 1 September 2003; Drafting of tender specifications for the outsourcing of a designer for the exhibition planned as Phase two. The tender need to be awarded by at least the end of July 2003;

The Business plan is finalised by the Events Management Sub-directorate;
The business plan is submitted to the Chief Director: Heritage for adoption;
The Business plan and budget is presented at a Top Management meeting by the Chief Director: Heritage for approval of the concept; Feedback on the decision at Top Management filters back to the Conceptualization committee and kick start the process to organize the events for Heritage Month and Heritage Day;

A budget approval submission is prepared. In this submission the DG will also be requested to approve that from the Promotion of Heritage budget, money be allocated towards the Heritage Month and Heritage Day Celebrations'
A formal proposal is submitted to the DG of the Department of Arts and Culture for approval;
A formal proposal is submitted to the MINMEC meeting for discussion and endorsement
A Cabinet Memorandum is drafted and submitted for discussion and endorsement by Cabinet; and
Planning and implementation on the event commence.

HOW HERITAGE CONTRIBUTES TO ECONOMIC DEVELOPMENT

A Key Factor
The major and notable contribution that the Heritage Function makes is more in the social than in the economic domain. The manner in which the Heritage programmes are implemented yields economic off-spins. These economic off-spins are devired through the pursuit of the following goals;

The establishment of new arts and heritage institutions and recasting of existing monuments and histories.
The promotion and establishment of conservation bodies by proclaiming new heritage institutions that redress neglected histories.
The promotion of heritage preservation in South Africa by providing support and funding to organizations that preserve and promote heritage.
The Management and oversight of the South African Geographic Names Council and development of an authoritative database of geographical names.

Economic and social Off-spins
1.1.Labour intensive economic activities
The construction and renovation of museums and commemorative structures such as the Nelson Mandela (Qunu, and Mvezo sites) museum, Ncome and Samora Machel museums provided jobs for communities living adjacent to the sites
1.2 Community Participation
Steering committee members who drive legacy projects are made up of provincial, local and other stakeholders such as CBO's, NGOs and other critical persons who have a worthwhile contribution to make in shaping the vision of the new institution. In this way capacity and intellectual capital in the setting up and running of such institutions is shared and driven by DAC who facilitates these partnerships.

1.3 Centering of Heritage with local tourism initiatives
In the forming of councils for Declared Cultural Institutions person with a business and financial background are critical. Institutions have pro-actively developed societies such as "friends of museums" to make sure that their initiatives are matched with local economic initiatives.

1.4 Outsourcing of non-core business
A number of Declared Cultural Institutions such as the African Window (Northern Flagship) are outsourcing non-core business to maximize economic benefits and make room for emphasis on core business.

1.5 Commemorative Days
Commemorative Days such as Heritage Day are times when the nation recognizes the role of Heritage and the business, Heritage, Arts and other governmental sector makes financial contributions to make such events memorable and meaningful 1.6.Public Private Partnerships
Declared Cultural Institutions are pro-actively pursuing public private partnerships and offering their skills as part and part and parcel of institutional consuItancies to services areas where a paucity of skills is evident. i.e. Northern Flagship Institution and the cradle of Humankind

1.7 Improved Communication
The geographic naming process facilitates the production of maps critical for land and sea travel thus promoting communication and tourism with a vital role in urban and rural planning initiatives.