Brand Positioning the Victoria & Alfred Waterfront Company

Brand Positioning the Victoria &Alfred Waterfront Company

The Victoria & Alfred (V&A) Waterfront has become one of the top tourist destinations in South Africa. Attracting approximately 20 million visitors annually, it is located around Cape Town’s original harbour, the Victoria and Alfred basins. The V&A Waterfront is a working harbour which provides for leisure, residential, commercial and retail purposes. In addition, the V&A Waterfront Company is involved in the development of other local and international waterfront projects.

The Victoria and Alfred Waterfront (Pty) Ltd (V&A W) was established in November 1988 as a wholly-owned subsidiary of Transnet Ltd. Its vision was to redevelop the docklands around the Victoria and Alfred Basins into a mixed-use property. Following the R7.04 billion bid in 2006, the owners changed and the V&A W was purchased by London & Regional (L&R) Consortium through Lexshell General Trading (Pty) Ltd. The L&R Consortium consists of the L&R group (50.1%), Istithmar PJSC(24.8%) and BEE shareholders (25.1%).

The Victoria and Alfred Waterfront property, offering a wide range