Stand out stadium

IT’S BEEN a busy two years for Nelson Mandela Bay’s most prominent urban icon, the Nelson Mandela Bay stadium.

The stadium has quite literally, gone from zero to hero of the inner cityscape, in the space of three years. Finished way before the other South African stadiums, it started early in setting the pace for the 2010 FIFA World Cup, raising the bar for top class events and entrenching itself as an undeniable icon for the city.

For those who live and work nearby the stadium, it is one of those places that dominate their everyday views.

“The stadium is a massive attribute to the city,” said Ivan Bruwer, owner of nearby Detroit Motor Spirit restrobar. “It’s rejuvenated the area and poured life into North End and as a whole improved the aesthetics of the city – plus now we can host all kinds of events, everything from big sports games, to expos and concert – it’s pretty awesome.”

Given its size, the stadium is an obvious icon, but what exactly makes the stadium iconic. Buli Ngomane, marketing manager for the Nelson Mandela Bay stadium believes its iconic status comes from the fact that the stadium has become a part of the city's lifestyle in a unique way.

“Flying into Port Elizabeth this icon is clearly visible and hard to miss, easily making it one of the most marketable icons in the city, but it’s so much more than that as people form memories at the stadium events that will last a lifetime,” said Ngomane. “This is how it becomes iconic in people’s minds and becomes a part of the Nelson Mandela Bay lifestyle.

“Apart from hosting the 2010 FIFA World Cup – which it was built for –  it has also gone on to successfully host some memorable and major events, including Neil Diamond and the Tri-Nations test between the All Blacks and the Springboks.”

The stadium itself – though many worried it would be a white elephant – has gone on to exceed expectations, said Mandlakazi Skefile, chief executive of Nelson Mandela Bay Tourism (NMBT).

Over 40 events – soccer, rugby and concerts – have been held at the facility to date, and in the coming months it will host two major soccer games, and Josh Groban and the IRB Nelson Mandela Bay South Africa Sevens rugby tournament in December.

An average of 500 000 people have come through the stadium gates for tours, games and other events since the beginning of 2011.

“The stadium is successful because we need it. Our city can now host large concerts and sporting events and our citizens have shown their desire to see the facility succeed by supporting these events. This has been a team effort and without the people of Nelson Mandela Bay, the equation for success is incomplete – and it is them who have turned it into an icon,” added Ngomane.