Industry news

A fight for survival

Draft regulations on diving restrictions were gazetted on December 3, 2007 for public comment. These regulations indicated the intention by the Department of Environmental Affairs and Tourism (DEAT) to ban diving in five areas of the Cape coast — namely round Robben Island, Dyer Island and Bird Island, as well as two coastal areas, from Gansbaai to Quoin Point and at Cape Point.

The proposed diving ban was viewed by the DEAT as an essential strategy to protect abalone in certain key areas where the stock is most likely to recover. Over the past decade the total allowable catch for abalone has been reduced annually from 615 tons in 1995 to a record low of 125 tons for the 2006/2007-season and an all time emergency low of 75 tons for 2007/2008.

Underwater Africa, an association of concerned divers, remains of the opinion that the diving ban in the proposed areas will most likely not be an effective measure to allow the recovery of the perlemoen stock.

Since Underwater Africa obtained an MCM report that no new personnel or extra finances will be allocated to the areas where diving will be banned, they are more convinced than before that these measures are intended to create the appearance that the minister is making a real difference in the war against perlemoen poaching, while that is most certainly not the case.

They believe the victims of the diving bans are law abiding citizens who are now banned from their recreational activities because the Minister’s minions are unable or unwilling to confront the real problem. They complain that perlemoen poachers operate in broad daylight with impunity and boast about the ease with which they bribe and corrupt officials.

"We understand that this situation will continue since the successful anti-poaching initiatives such as Operation Neptune and the Green Courts have been disbanded," says Underwater Africa.

Effect on the diving industry

Every time Marine & Coastal Management (MCM) interferes with the diving industry, it has a huge negative affect, says Duncan Pattenden, owner of Orca Industries.

"We normally teach four full time diving courses over the December and early January school holidays. This season we taught one," he adds. "It seems that other dive schools are also experiencing a low holiday number.

"If it is the MCM’s aim to put people out of work and close dive shops, they are doing a fine job. I cannot see any other reason for punishing the diving industry.

"It has been an uphill battle to educate MCM and the DEAT that, as with surfing, kite surfing and boogie boarding, scuba divers do not take from the sea. How do you explain to a non-sport diver (MCM) that we spend a fair amount of money just to swim underwater? Diving as a sport have great potential in Cape Town, with plenty of wrecks to explore and seals to play with.

"After many years of diving along the SA coast and sharing my experiences and love of the marine environment, I now feel betrayed by the very people I have supported and done business with.

"If MCM are serious about poaching, MCM should attack the poachers. If MCM would like the sport divers’ support, MCM should work with and not against the sport divers."

Relaxation of the diving ban

The DEAT announced on January 28th this year that the diving ban aimed at protecting perlemoen stocks that came into effect on 1st February, would be relaxed and drivers would continue to be allowed to practice their sport off the Cape of Good Hope Reserve (Cape Point).

Minister Marthinus van Schalkwyk said he would allow shore-based diving at Cape Point, but that even this would be subject to limitations. Diving is still banned around Robben, Dyer and Bird islands and from Gansbaai to Quoin Point, in an attempt to protect endangered perlemoen stocks.

Underwater Africa said that in the Cape Peninsula area, the blow to small businesses manufacturing wetsuits and selling diving equipment is lessened slightly by applying only limited restrictions in this area, as opposed to a total ban.

"While we are somewhat relieved that it is not a total ban, we remain opposed to new legislation that punishes law abiding citizens while existing legislation is not enforced," said Underwater Africa.

Asked about the lifting of the total ban, Pattenden said: "Right now, the damage has been done. The fact that we may now dive in the Cape Point Reserve, is not really the issue. With MCM threatening further operator, business and dive school permits for scuba diving, there is a serious lack of confidence and willingness for new divers, shops and instructors to invest in the sport. New instructors are the future of the sport.

"Why should anyone invest in becoming an instructor in a sport where the little profits you make are eaten up by permits? All that MCM has shown is that they are a loose cannon, throwing their powers around, seemingly without considering the consequences."

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Surviving in harsh conditions: special challenges for diving stores

Diving bans, chain store growth and unpredictable weather are some of the uncontrollable challenges that a diving specialist store faces. FANIE HEYNS asked Orca Industries how they coped

Just when Orca Industries thought they had the answers, the shop owner in the Claremont Medical Centre changed the questions. And just when they thought they had the winning formula after recovering from that blow, the Department of Environmental Affairs and Tourism (DEAT) and Marine and Coastal Management (MCM) changed the rules.

In spite of these challenges, Duncan Pattenden, owner of Orca Industries in Claremont, is alive and well and so is his business.

This specialist diving and climbing store is thriving, despite the threat of chain stores engulfing independents and the potentially crippling consequences of the ban on diving in certain areas.

It could have been so much different if he had allowed his frustrations to paralyse him when he was given one month’s notice and unceremoniously dumped on the pavement with his loyal staff and diving equipment.

Orca Industries started 17 years ago in the Claremont Medical Centre. After five years, Orca had grown a loyal customer and supplier base to the extent that they could call themselves self-sufficient. But just when they thought they had a winning formula… Kaboem! came the head butt.

The landlord of the centre informed them that Orca had nothing to do with the medical fraternity, gave them one months’ notice and they landed on the pavement.

Instead of seeking a new landlord, who might have left them in the lurch again, Pattenden took the plunge by purchasing their own property in Claremont with enough space, parking and freedom to do what they wanted.

"Even though we had no money, the bank looked at our business plan and granted us the money and bond to get going. Twelve years later, we are still going strong, no overdraft and bond free."

"Secret of my success"

With so many mass chain stores competing for basic equipment, Orca made a decision to supply the industry with specialist equipment, training and service.

"Orca would not have gotten off the ground, never mind survive a major setback like losing our premises, had it not been for the dedicated staff that stuck with me through thick and thin," admits Pattenden. "Staff is the key to the success of any specialist store."

He looks for three attributes in a staff member – training, experience and certification. Being a highly decorated climber or diver does not automatically make the staff member a good salesman, however.

All staff members are expected to attend in-house and external training programs, they must multi-task and be able to deal with all three departments, hiking, climbing and diving."

Pattenden adds that without good product knowledge and experience, Orca would have lost the respect of many technically minded customers who demanded more than just text book mechanics.

There is also a trust that new staff members need to earn before even loyal customers would accept them, he says.

Diversify or die

The core of Pattenden’s business is hiking, climbing and diving.

The diving department takes some strain during the winter, he says. There are three months of inactivity during the year. During these turbulent times in the diving industry where one or two days of hectic activity are followed by several weeks in which customers play hide and seek with the diving industry, Orca service the hiking and climbing industry.

Orca caters for all categories of climbers, — from traditional, sport to professionals — as well as the traditional hikers who love to walk in the Cederberg mountains or Constantia Nek.

At Orca Industries it is nothing unusual to see hikers or climbers give feedback to the staff about their trip to Kilimanjaro or Nepal and even watch a slide show with Pattenden and some of his fellow workers on how the trekker conquered Kilimanjaro.

"Climbing contribute about 20% to our turnover, hiking another 20% and diving 60%. But, without that 40% from hiking and climbing, I would not have been able to support the staff I have," says Pattenden.

He services both the recreational and commercial diving industries. They not only sell equipment to them, but also service their equipment.

"Sport divers form the bulk of our business and we have tourist and local divers as clients, but we concentrate more on our local divers.

"Diving is a very popular sport, but has taken a bit of bashing from the government," says Pattenden.

New challenges

Recently, Orca ventured into diving instruction, diving safaris as well as lectures on underwater photography.

"Underwater photography is what I do for fun and for a living," says Pattenden, whose lectures are attended by tourists as well as local divers. "The new digital cameras are easy to use, easy to teach and easy on the pocket.

"PADI, a diving training institution, have brought out a new special underwater photography course designed to teach the new underwater photographer all about his compact digital camera and how to get that perfect shot.

"For the more advanced photographer, Orca has established a support group of divers who share information about their photos," says Pattenden.

Orca’s independent store survival guide

• Ensure that your staff are well-trained and experienced in dealing with customers
• Make sure your staff are knowledgeable about the specialist products they sell and have experience of their use
• Earn the trust of customers by sharing your knowledge
• Diversify to meet new challenges
• Make your store a meeting point for customers with shared interests