22 years of being with SOJO

CEO of South of Joburg Tourism Nicky Vakalaoudis has been with SOJO for the past 22 years.

She is a proud single mother of two young adults who is pleased with what SOJO has done for the past years.

“It has been an interesting and transformational journey. We are excited to promote our tourism members, which we call our Big 5. Many do not know that there is tourism to explore in the South and that is our job, to bring the experience to the visitor,” said Vakalaoudis.

She started as their coordinator and then became their CEO in 2003.

“My experience with SOJO could be compared to one of the roller-coasters at Gold Reef City. With every dip, there is a rise and this keeps the heart beating.

I have enjoyed and still enjoy serving the greater community and my biggest reward is our charity fund-raising events where we get to give back to the less fortunate, with our business partners and members.

“I strongly believe in empowering people to never give up on their dreams regardless of their circumstances. I love what I do and this makes a big difference in my everyday life,” she said.

Joining forces

They have brought tourism as a component into their forum in 2003 when they joined forces with Gold Reef City while also having other tourism businesses as members at the time.

“The forum did not highlight tourism as a key component when it was first established in 1998. Through the partnership with our key hospitality members, we realised the importance of tourism in the South of Joburg and now it has become one of our strongest economic growth drivers,” she said.

Their biggest achievement was their very first Jewels of the South launch in October with 10 brand ambassadors and influencers.

“This was a huge achievement for us right during a pandemic. We featured our Big 5 and stirred interest far and wide.”

SOJO represents South of Joburg and includes most of the suburbs from Booysens to Eikenhof (north/south) and from Turffontein to Aeroton (east/west).

“The primary focus was on council service delivery issues where the forum served as the facilitator between businesses and the City of Joburg municipality and its departments.

“There are only three paid staff in SOJO. We had to downsize due to economic constraints felt by many. We now wish to outsource services to assist SOJO grow, and this can be achieved by more members joining to help realise critical projects for the benefit of the whole community.”

Proud moments

She told the CHRONICLE her proudest moments are many and these include seeing each milestone being achieved year after year.

“On a personal level, seeing my children grow from the age of five and three respectively, into responsible young adults, during my working career for an NPO like SOJO, is a huge achievement for me.

“On a professional level, my proudest moment is knowing the members of SOJO are unfailing in their commitment for 23 years. Not many NPOs can boast this kind of life cycle,” she said.

“I am not aware of any other organisation doing what SOJO does in the South of Joburg; however, we work very well with all the ward councillors and resident community forums. We complement and support one another.”

Devastating to tourism

She said the second round of level four lockdown is devastating to the tourism industry and the South is not immune to it.

“It has affected our signature events, our hospitality members and our finances. However, we have not allowed it to cripple our spirit and belief, knowing that this period shall pass and again we will rise stronger,” she said.

Vakalaoudis said they have a few fresh projects, and some of them are underway despite level four lockdown.

“We are working with local CPFs and security companies to execute a camera supported security network in the greater South of Joburg where we have critical membership representation.

“We are also working with our tourism members and non-members to promote their venues, facilities, activities and events to maximise the value added to the visitor by encouraging them to stay an extra day in the South,” said Vakalaoudis.

According to Vakalaoudis, there are still some ideas they are working on to implement job creation and brand awareness in the South.

“My hopes and dreams are to see the longevity of SOJO way after my time. It has a history which should not be lost, but be able to pass on the baton to a new generation with renewed vision and passion, keeping the flame alive, like the Olympiads,” she said.