Dynamo behind ‘Plett it’s a feeling’
Patty Butterworth helps the resort town’s tourism establishments bask in the sun
Who is Patty Butterworth? If you live in Plett, the chances are you know she is the chief executive of Plett Tourism because while she is small, Butterworth has a huge presence in the town.
Over the years I have walked through Plett with Butterworth and have seen how she is stopped numerous times as people in their restaurants, the bookshop, clothing stores, you name it, come to greet her, ask for her advice, lean on her for support and ideas.
Butterworth is familiar to residents of Plett, but also a pivotal person to those in the hospitality and tourism industry. We in the media industry appreciate her because every query is promptly dealt with by Butterworth — always with a smile.
Earlier this year, Butterworth lost her husband, Grant, suddenly. “It has not been an easy road, but fortunately for me, I have a wonderful network of family, friends and colleagues who helped me overcome my own personal loss, and for that I am truly grateful,” she said.
The year 2023 was not without challenges. “This past year has been one filled with unexpected twists and turns. “We came out of the ‘pandemic years’ with a mediocre recovery for the tourism industry globally. “Many of us lost loved ones, including myself, to the ravages of the pandemic and unfortunate life circumstances. “Even so, we stayed positive, pivoted, and changed our trajectories and made the best in sometimes unforgivable and extremely difficult times,” Butterworth, who is always fiercely positive, said.
Challenges faced by the tourism industry have, according to Butterworth, been “scam artists in the ruse of fraudulent guests, fraudulent invoicing by made-up companies, and banking scams”.
“The economy has also forced many government and private stakeholders to cut back on tourism funded projects and services. “Maintaining the integrity of our town and brand has always been a very important part of who we are and what we do [Plett Tourism], and this was a primary focus throughout the pandemic and even today as we face unprecedented obstacles — load-shedding, inflation, increased unemployment, increased crime and recently the threat to our economy in Plett due to the seismic natural gas exploration recently agreed upon by the South African government,” she said.
Butterworth has worked in the tourism industry for close to 30 years now and has been part of Plett Tourism for the last 10 years. “It is extremely rewarding in so many ways, and I can confidently say that Plettenberg Bay is one of the most glorious towns to represent and market.
“We are focused on destination marketing, destination management, and projects to enhance this,” Butterworth said. Introducing new products and services like the Plett Trail App, the iKasi Life video series and the Plett Ocean Festival is always inspiring, she says.
Butterworth is at the coalface of these initiatives as Plett Tourism engages with key stakeholders that make the tourism wheels turn, tour operators and travel professionals.
The slogan “Plett it’s a feeling” came about in 2013 and it’s a sentiment she lives by. When rehabilitated penguins are released back into the sea, Butterworth knows about it. At the various Plett festivals from wine to food, art to celebrating the ocean, she is there. But she also champions smaller businesses, from tshisanyama outlets to one-man operators, animal sanctuaries such as Monkeyland and the wine farms in the area.
Be it a circus boycott, shark attack or a festival, Butterworth is the first port of call. She helps Plett tourism establishments bask in the sun, but she also fiercely protects “her town”.
“I was born in Monterey, California, and grew up as a ‘military brat’ — traveling to different countries with my family (my father was an ex-US Airforce colonel) until 13 years of age when my father was stationed in Washington DC at the Pentagon.”
Butterworth graduated with a Bachelor of Arts degree, specialising in political journalism and advertising, from George Mason University in Virginia. “My work experience is extremely varied as I have worked in law-firm marketing departments, run non-profit organisations, written for various national and international publications, and have worked in the tourism industry both privately and within a government structure, for close to 30 years.”
Butterworth has been with Plett Tourism since May 2013, having first started as a media and public relations consultant. “In October 2020, I was offered the CEO position. We were in the beginning stages of the pandemic, and it was a time when the world was in turmoil. “Even so, I took the opportunity with two hands and made the best of what I could under the circumstances. “My job allows me the opportunity to work among government officials, key tourism stakeholders, environmental pioneers, journalists and others who shape the work in which we work, live and play,” she said.
Highlights for her this year have been growing Blue Flag beaches, introducing Green Flag walks and this year introducing a Plett Walking Trail App. Plett being recognised as a Whale Heritage Site, only one of 10 sites globally, was definitely a highlight. “A key focus of what we do revolves around the sustainability of our environment – the ocean, the waterways, the marine life and wildlife that frequent our shores.
“I am very passionate about protecting the sustainability of what we have here for generations to come.” Keeping the Plett Rage week clean and as quiet as possible is a challenge. The installation of the Plett Shark Action Group and Plett Ocean Smart (after fatal shark attacks) who educate the public about water safety, to the shark spotters and shark kits on the beaches are just some of the initiatives that Butterworth has spearheaded.
“It’s not a nine-to-five job. I can be phoned any time by a journalist or members of Plett Tourism. “Those of us in the industry joke that tourism is a 24/7 job — especially since we take advantage of all the opportunities presented.”
Now in the busy holiday season, Butterworth has her eyes on the town rather like a dog with one ear cocked. When it comes to personal time and hobbies, Butterworth has always enjoyed creative outlets — writing, pottery, dancing and hiking.
“I try my best to live a balanced life, enjoying the outdoors and getting my hands dirty with pottery projects. “I am very passionate about spending time with family and close friends and make it a point to focus on them outside my work.”
Best-kept secrets in Plett from the one person who knows them all “An early morning coffee and sunrise at the Robberg Nature Reserve, a full moon beach walk on any of our beaches, a champagne toast to the sunset from Rebecca’s Bench (a dedicated sitting bench) at Keurbooms Beach and dwarf chameleon-spotting in my garden.”
Her Christmas message to residents and visitors is: “This holiday, please take the time to create special memories with family and friends and reflect on cherished memories from the past. “Look after your environment and the people and cultures that share your space. “Explain to your children the importance of being kind, how to live in the moment and how to be graceful in difficult times. Happy Holidays!”
