From Heritage to Hub: How the Rand Show Reinvented Itself for the Modern South African
From Heritage to Hub: How the Rand Show Reinvented Itself for the Modern South African. In Johannesburg’s ever-evolving cultural landscape, few events have endured like the Rand Show. Established in 1894, it began as an agricultural exhibition and has since transformed into South Africa’s premier consumer lifestyle expo. This metamorphosis is not merely a tale of longevity but a testament to strategic reinvention, community engagement, and unwavering resilience.
A Legacy Reimagined
The Rand Show’s roots trace back to the Witwatersrand Agricultural Society’s inaugural event at the Old Wanderers cricket ground. Over the decades, it evolved, reflecting South Africa’s shifting societal and economic landscapes. However, by the late 2010s, the show faced declining attendance and waning relevance.
The turning point came in 2019 when GL Events Group acquired the Rand Show, bringing fresh perspectives and global expertise. This acquisition aimed to revitalize the event, addressing challenges like negative brand perceptions and the loss of corporate sponsors.
Strategic Leadership and Vision
In February 2020, Adele Hartdegen was appointed CEO of Dogan Exhibitions and Events, the company behind the Rand Show. With a background in marketing and brand development, Hartdegen was poised to steer the show into a new era.
Under her leadership, the Rand Show focused on enhancing visitor experiences and diversifying offerings to appeal to a broader audience. This included embracing the show’s location near Johannesburg’s densely populated areas to attract a more varied demographic.
Empowering Entrepreneurs
Recognizing the importance of small and medium enterprises (SMMEs) in South Africa’s economy, the Rand Show launched initiatives to support these businesses. In 2023, the inaugural SMME Summit was introduced, providing a platform for small businesses to connect with corporate and public sector representatives for funding, training, and market access.
Building on this success, the Rand Show introduced ‘Mzansi Youth Tycoons’ in 2024, a pitching forum for young entrepreneurs. This initiative offered participants the chance to present their business ideas to a panel of experts, with the winner receiving R10,000 and valuable support services.
Innovative Experiences and Offerings
To cater to diverse interests, the Rand Show continually introduces new attractions. In 2025, the event featured the MamaMagic Baby Expo, South Africa’s favorite parenting expo, and the Big Bounce, a rugby field-sized bounce experience for children.
Additionally, practical services like on-site license disc renewals were introduced, enhancing convenience for attendees. These innovations contributed to the show’s growing popularity, with over 80,000 visitors expected in 2025.
Recognition and Accolades
The Rand Show’s efforts have not gone unnoticed. In 2024, it received the Excellence Award for PR and Marketing in the Consumer Shows category (over 6000 sqm) at the African Association of Exhibition Organisers (AAXO) ROAR Awards. This accolade underscores the show’s commitment to excellence and innovation.
Lessons for Aspiring Entrepreneurs
The Rand Show’s journey offers valuable insights:
- Adaptability: Embracing change and reinventing offerings can rejuvenate a legacy brand.
- Community Engagement: Supporting local businesses and entrepreneurs fosters goodwill and economic growth.
- Innovative Thinking: Introducing unique experiences keeps the brand fresh and appealing.
- Strategic Leadership: Visionary leadership is crucial in navigating challenges and steering towards success.
From its humble beginnings as an agricultural fair to its current status as a multifaceted lifestyle expo, the Rand Show exemplifies how tradition and innovation can coexist. Its evolution serves as an inspiration for entrepreneurs aiming to build resilient and dynamic brands.
