Only politicians, bureaucrats and the foolish think that when they choose a name to brand a destination, they have the makings of a successful brand. They usually choose what they regard as a “safe” name, catering for all interests, ignoring everything that is already well-established.
And without the budgets of Unilever or SA Breweries, or a carefully created brand strategy, they believe their new brand will take root just on their say-so.
For some time now, I’ve driven Helshoogte Road (R312) between Boschendal and Stellenbosch almost daily, and I’m convinced that this is one of the most stunning drives in South Africa. It passes the villages of Pniel, Jacobsdal and Kylemore through the Banhoek Valley. With the anchors of Delaire Graff and Tokara at the top of Helshoogte Pass and Boschendal at the Franschhoek side of the road, and much in between, it is a destination in its own right.
This area has been named Dwarsrivier Tourism from the name of the river that runs through the valley. It’s yet another case where tourism is not aligned to the destination.
Dwarsrivier is hardly unique in South Africa and is definitely not the area’s best known feature. The old Bangehoek (anglicised to Banhoek) and Helshoogte are what most people still refer to when talking about the area.
CapeInfo has added Banhoek Valley over Helshoogte Pass as a new destination, ignoring Dwarsrivier Tourism as the area’s name. We have written to the manager of the tourism organisation explaining what we’re doing but haven’t received any response or acknowledgement.
We decided to use Banhoek instead of the old Banghoek or Bangehoek since the conservancy covering the area has been named Banhoek. And we’ve included the use of Helshoogte for it’s uniqueness and the memory of the old winding pass planted with bluegum trees to stop cars driving over the edge. (Does anybody have the story of how those trees came to be planted?)
Some people have suggested we should be using the original Bangehoek as the name. What do you think?