WITH projects needed across the board to prepare for the largest sporting event on the planet, the investment and development opportunities in Joburg are almost endless - from large-scale infrastructure support to smaller entrepreneurial enterprises, from the hospitality industry to community upliftment.


And these opportunities are not bound to, or limited by, the 2010 FIFA World Cup.

Johannesburg is the commercial and economic capital of the continent. It 16 percent of South Africa's gross domestic product, and accounts for 40 percent of the province's economic activity.

Johannesburg grew out of the discovering of gold. And while mining no longer takes place within the city, the mining companies have their headquarters in Johannesburg.

A range of manufacturing industries also operates in the city.

Many banking and commercial companies are also located in Johannesburg, as is Africa's largest stock exchange, the JSE Securities Exchange.

As host city, Johannesburg is involved in a number of developments aimed at upgrading areas of the city in preparation for the World Cup - and beyond. As such, it encourages private-public partnerships.

The City has comprehensive policies to encourage investment, including guidelines for SMMEs (small, medium and micro enterprises), the requirements for black economic empowerment, and tax incentives for developments within designated areas such as the Urban Development Zone in Braamfontein and surrounds.

Two of the major redevelopment projects taking place are Nasrec and Ellis Park.

Ellis park precinct
A multi-billion rand transformation is being undertaken aimed at reversing inner city decline.

Key to this is efforts to attract investment.

Improving infrastructure to cope with the expected influx of football fans, the proposed developments will have a knock-on effect for residents and businesses alike.

A R1-billion physical environment upgrade is planned, seeing the initial creation of 11 148 temporary and 329 permanent jobs.

Projects include the realigning of the canal along the Jukskei River, landscaping, river treatment and the building of recreation facilities.

Improvements of roads, pedestrian facilities, public transport facilities and the provision of integrated parking will be part and parcel of developments. About 10 000 parking bays will be constructed and seven kilometres of road and intersection will be upgraded.

Business offices and the commercial and light industrial areas in Doornfontein, New Doornfontein, Troyeville and Lorentzville will get a facelift, while the adjacent residential areas of Judith's Paarl, Bez Valley and Bertrams have been hooked into the proposed developments.

The Doornfontein and Ellis Park railway stations will be upgraded, with a new 20 metre-wide subway at the Ellis Park Station to be constructed.

The City also plans to extend its Better Buildings Programme - a project aimed at fixing up city slums - to the Greater Ellis Park area.

Nasrec precinct
The City's Nasrec Development Urban Design Framework aims to turn the whole area into a world-class sports, tourism and exhibition hub.

The City is encouraging clustering around events, sports, tourism and other sectors promoted at Nasrec, with a concomitant boost in job opportunities and growth in allied service sectors.

Nasrec, situated south of Johannesburg, is linked to other tourism destinations in the area, such as Gold Reef City, the Apartheid Museum, and Kliptown, the place where the Freedom Charter was signed.

The 420ha precinct includes the Johannesburg Expo Centre, one of the largest expo centres in Africa; Soccer City; and the PGA-rated Crown Mines Golf Course, designed by Gary Player.

Eight zones have been identified for attention:

Soccer City
Planning in connection with this zone has focused on access to the stadium. Key is the creation of a link between the stadium's main entrance in the south and the Public Transport Hub and Expo Centre.

Secondary entrances are proposed to the north and west through broad pedestrians walkways to the parking areas.

A bridge over Nasrec Road to the eastern entrance has also been mooted.

Public Transport Hub
This hub is designed to bring together the Expo Centre and Soccer City and also link to Crown Mines Golf Course. Two thoroughfares are proposed to run on either side of the railway station. The thoroughfares are designed as boulevards that will extend between Nasrec Road and the planned Golden Highway.

Expo Centre
The Expo Centre should be more closely integrated with its surroundings. The main entrance will be realigned to the northeast corner, establishing a direct link to the public transport hub and Soccer City.

It will also link the Expo Centre with the proposed High Street Square on Nasrec Road.

Mixed-use High Street
The mixed-use High Street zone stretches along Nasrec Road and connects existing event venues with vacant development land to the east. It is proposed to turn Nasrec Road to an activity spine.

Nasrec Road will be edged with a variety of commercial and office uses and accommodation, with the High Street Square a focal point.

The square will link the new entrance of the Expo Centre with Nasrec Road and vacant land for development to the east.

Residential and accommodation
It is proposed that residential and accommodation uses are positioned between the golf course and the High Street.

The fall of the land allows the area to overlook the golf course; the Johannesburg central business district provides a dramatic backdrop.

The accommodation zone is ideally positioned for community facilities to serve the public.

Proposed educational facilities are located south of the zone and will form a bridge to the suburbs. The facility could also be used as a community hall, training facility, adult education centre and recreation area.

Crown Mines Golf Course
The framework proposes integrating the golf course into the greater precinct by extending the boulevard across Nasrec Road to the existing clubhouse.

Parking areas
The open areas west of Soccer City and the Expo Centre are essential for providing parking.

Parking areas will be retained as open grassland, with managed tree planting to provide structure and shade for vehicles.

The open parking areas will be developed as part of the City's open space system, following the Golden Highway road reserve linking with Russell Dam in the north.

Additional parking areas could be established between the new on and off ramps on either side of the Soweto Highway to accommodate spillover during big events.

Surrounding areas
The industrial area of Aeroton, south of Rand Show Road, could establish itself as an event supplier park, providing manufacturing and distribution services directly to the venues.

To find out more contact:
The City of Johannesburg
PO Box 30733
Johannesburg
2017
Tel: 011 407 7478

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