November 10, 2005
By Lucille Davie
THEY hit the streets in their spotties and black and white Kayo Star takkies, exploring the streets of Braamfontein.
Led by the mayor and his entourage, 200 people were taken on a walk of several blocks on 9 November to celebrate the launch of a new brand for Braamfontein.
The launch brochure says, "The vision of Braamfontein is to be a connected, mixed-use district which offers state of the art infrastructure information, communication and technology.
"Emotionally, it is the promise of an experience. A place where people rise to greatness."
Accompanying the slogan "Where people rise to greatness" is a fresh new logo of a joyful figure, made up of five sweeps of colour: two lime green dashes for legs, two burgundy strokes for arms and a mustard shape for the head.
To ensure the inner city suburb is the place "where people rise to greatness", the Braamfontein Development Initiative was begun in 2002, with the creation of a Section 21 company aimed at renewing and rejuvenating the rundown, untidy suburb. This involved improving street lighting, greening and placing benches on sidewalks, renewing paving, closing servitude lanes and placing toilets in some, and upgrading security by means of street guards and CCTV cameras. These upgrades were done at a cost of R43-million.
"This initiative is part of the City's broader plan to ensure urban renewal and regeneration in Johannesburg as a whole," said Executive Mayor Amos Masondo, back in the ballroom of the Parktonian Hotel after the walkabout.
"We seek to promote economic growth, allow for all the City's residents to share in the city's prosperity and engage in development in a way that ensures a sustainable future."
A spruced up suburb
The knock-on effect of the initiative has already seen the sprucing up of shop fronts and shopkeepers extending their hours, in some cases bringing tables and chairs on to pavements for outdoor eating.
Braamfontein consists of a range of spaces: theatre and ballet, retail, office, residential and educational institutions. Several major corporations have their headquarters in the inner city suburb: SAB Miller, Sappi, Liberty Life and the JD Group. The suburb is the link between Constitution Hill and Newtown, and together they form the city's cultural arc.
The Johannesburg Development Agency (JDA) has been overseeing the project. JDA head Lael Bethlehem stressed the importance of public-private partnerships in the developments, including Wits University and a number of NGOs based in Braamfontein.
"We are very proud to have mobilised such important partnerships," she said, "We hope to undertake further partnerships in the regeneration of the city."
The private sector investment has been spearheaded by Sappi chairman Eugene van As. Several years ago he approached major corporations in Braamfontein to establish whether they were planning to remain in the suburb. On confirmation of their commitment, Sappi sponsored the upgrade of the park below the Civic Theatre, upgrading it and naming it the Sappi Theatre Gardens. This park opened in September 2004.
Sappi and other corporations have also transformed the upper end of Simmonds Street, closing off the street and creating a green haven with beds of arum and day lilies, trees and fountains.
An amount of R300-million has been spent on various projects, including the creation of new studios for the South African Ballet Theatre in the Civic Theatre building.
Sappi, Liberty Properties and the JD Group have also constructed additional parking garages in the suburb.
The Metro Link Reception Centre
The City will also be creating the Metro Link Reception Centre, at the Civic Centre at the top of Rissik Street. Construction will start in January 2006 on a new building, on the south-west corner of the site, in an effort to make the City's interface with the public a more friendly experience. The building will cost R23-million.
"Our aim in Braamfontein is to ensure that this area becomes an attractive, well-managed, accessible, mixed-used precinct, which offers ICT infrastructure, and provides a competitive location for quality commercial space and the tertiary education sector. This will be supported by an appropriate residential [development] and vibrant retail and hospitality sectors," said Masondo.
Four clubs were opened in March this year in Heartlands, as the western section of Braamfontein is called, and residential space catering for Wits students is soon to be opened in the area.
Sol Cowan, mayoral committee member for the inner city, said, "Today we can witness the creation of a sense of place, further establishing Braamfontein as a place of working, learning and - increasingly - a place to live."
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