A surge in local and international tourists has helped boost spending at Gateway Theatre of Shopping, the leisure, retail and entertainment complex at Umhlanga, from R560 per visit in December 2001 to R845 per visit in December 2002. 

That’s a finding of research by Urban Studies which established that bigger outlays on clothing, groceries, restaurants and entertainment accounted for the increase in spending.

The study found that 34% of the 2,26 million visitors to Gateway last December were from outside greater Durban and surrounding region.

“Of these visitors, 31% were South Africans, mainly from Gauteng and Free State, and 3% were from overseas,” says Dr Dirk Prinsloo, head of Urban Studies. “That’s a doubling from the 16% tourist count in December 2001. “

Prinsloo says the tourist market at Gateway which has attracted more than 25 million visitors since opening in September 2001, is likely to increase, although the foreign component is still small.

He says 44% of the visitors surveyed came as families, with 34% either visiting on their own or as couples. They spent an average 181 minutes at Gateway, and its range of shops and leisure and entertainment attractions, which includes South Africa’s most visited cinema complex. This compared with 157 minutes in 2001.  The 181 minute average visit is among the longest dwell times for all centres in South Africa.

Prinsloo notes that the profile of shoppers reflects that two thirds are women and are mainly from the greater Durban area and surrounding region. The average age of shoppers is 36 and they are drawn from upper income households, with 68% in the LSM (living standards measurement) 10 category. Overall, they visit an average of 9,4 shops and buy from 3,5, a major increase on the 2,5 in 2001.

“A fifth come to buy clothing and shoes, 18% to visit restaurants and coffee shops and 13% to buy groceries.

“During 2001, 26% of the local shoppers indicated that they liked Gateway the most among local centres.  This doubled at the end of 2002, clearly indicating that the centre has established itself as a strong destination in the market place.  It is also expected that the weekly support for Gateway will further increase from 57% to 64%.

“Gateway is at the heart of a new growth area, with increased office, residential and commercial development likely to boost spending from the primary trade area. “

Of those surveyed, 98% were satisfied with business hours, with preferred trading times being from 9 am to 9 pm. Sixty per cent of respondents indicated they supported the centre after 5 pm on weekdays and between 5 and 9 pm on Fridays, and 51% on Sundays.

Prinsloo notes this clearly indicates that extended shopping hours are here to stay.  Shopping after five during weekdays will in future become an established shopping habit, he says. 

The survey shows, he says,  that Gateway is making its mark as a strong regional and tourist destination offering more than an ordinary shopping experience.

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