07 Oct 2013

In an effort to revive the almost non-existent entertainment scene for mature audiences in Francistown, Tati River Lodge (TRL) embarked on promotional events to make itself the place to patronise for recreation.

The lodge, in partnership with Gabz FM, launched the activities over the weekend and this saw the contemporary adult radio station broadcasting its Sunday programme, Joy of Jazz which is hosted by Uncle Shima Monageng live from the precinct of the lodge.

The well attended event attracted revellers who were treated to a sumptuous collection of jazz classics and Afro-jazz tunes from local, regional and overseas artistes.

Most of those who attended were adults, some of whom brought their children who passed time by the swimming pool while parents enjoyed the soothing jazzy sounds dished by DJs Uncle Shima and McJohn Mosenene.

The sales and marketing manager at TRL, Andy Boatile, explained in an interview that the launch of the entertainment activities came about after realisation that mature clientele in Francistown were not getting enough when it came to their favoured form of recreation, which provided a relaxed atmosphere where they could meet and network over the weekends.

“Most of the entertainment joints around town do not cater for mature clients who want a peace of mind when they are out for entertainment, hence we are trying to occupy that space by hosting weekend shows of their taste and preference,” he said.

To achieve this, he noted that they decided to partner with Gabz FM through their taking radio to the people outreach programme and in the process marketing the lodge to clients all over the country.

He said organisers wanted to host similar events every weekend where adults could come and relax by the swimming pool area listening to mature music without being pushed around as it happened at other entertainment spots.

“Very soon we will be bringing the oldies party to Tati River Lodge as we know that mature people have been starved of such events for a very long time,” he said.

Boatile also said the environment at TRL was conducive for family entertainment as parents could bring their children for swimming while they enjoy music in the pool area. The launch proved to be what the doctor had ordered.

On other issues, he argued that Gaborone had many areas where a mature clientele relaxed and networked and said that Francistown as the second city deserved to have similar events. He noted that for these events to be a success, a lot of marketing has to be carried out to ensure that this became a success.

“People in Francistown have money to spend on recreation but they don’t have places where they can spend it and get maximum value and satisfaction,” he asserted.

Through these initiatives, he said, the lodge was trying to raise the entertainment culture for mature audiences in the city. As part of the reforms that have been introduced at TRL, he explained that management decided to phase out the DJ for Friday’s happy hour to cater for old people who wanted a relaxed atmosphere unlike in the past when many young people flocked the place which presented logistical challenges to security.

He also highlighted that for the launch, some people travelled from outside Francistown and booked accommodation simply to come and enjoy a live broadcast of Gabz FM’s Joy of Jazz which was indication of how mature people were prepared to spend money on entertainment.

Previously, weekends were quiet at TRL. The lodge was happy with the feedback that it was getting from revellers on the initiative.

Ndiye Moabi, sales and marketing executive at Gabz FM, explained that the partnership with TRL was important to the station as it allowed them to promote the Joy of Jazz programme and the station at the same time.

This, she said, was part of the radio station’s corporate social investment programme as it gave a platform to Humana to Humana People to make people aware of their existence. Humana was involved in charity work, hence the need for organisations that provide funding to know where they can be found.

“Through our taking Gabz FM to the people we have partnered with TRL as the main sponsor, Builders Warehouse, Kgalagadi Breweries and Distel,”she said.

She said that the response to the live broadcast of the Joy of Jazz had been overwhelming. Last year, Gabz FM carried out some outreach activities but this year’s activity was the first of its kind. The objective of this, she added, was to introduce to their listeners and promote their new programme line up at the station.

“As a radio station, we try to have different platforms but we target mature audience above 25 years who also have purchasing power,” she said. Ends