THE ASCOTS: This year's Hollywoodbets Durban July promises not only an exhilarating day at the races but a transformative leap for KwaZulu-Natal's entertainment sector. The Ascots, is set to debut at this prestigious event, bringing with them a multimillion-rand investment aimed at revitalising the race meeting's festival precinct into a luxury lifestyle destination on an international scale. Partners Sipho Dlamini (left) and Sibo Mhlungu (right) are passionately pursuing a vision that extends far beyond mere entertainment.
Image: Tumi Paakies
This year's Hollywoodbets Durban July promises not only an exhilarating day at the races but a transformative leap for KwaZulu-Natal's entertainment sector.
The Ascots, a subsidiary of Aline Media Group, is set to debut at this prestigious event, bringing with them a multimillion-rand investment aimed at revitalising the race meeting's festival precinct into a luxury lifestyle destination on an international scale.
Partners Sipho Dlamini and Sibo Mhlungu are passionately pursuing a vision that extends far beyond mere entertainment. Their mission is to bolster Durban's reputation as South Africa's most commercially viable entertainment hub, challenging traditional perceptions that have seen the city overshadowed by Cape Town and Johannesburg. “We are not coming to Durban to import an event,” Dlamini stated with conviction. “We are coming home to build one. Durban is not just a place of untapped potential; it is an extraordinary environment rich in culture, education, and family values.”
Mhlungu’s background spans continents and high-profile events in Johannesburg, the United States, the United Arab Emirates, and Europe. Upon returning to KZN, he felt an urgent need to apply his international insights locally. “I have seen what happens when a city decides its creative economy matters,” Mhlungu remarked. With the region’s conducive climate, beautiful coastline, and vibrant community, he believes all that Durban is missing is a boost of confidence and strategic planning.
The duo draws inspiration from the burgeoning North Coast, boasting premium hospitality ventures that have redefined perceptions of KZN’s market. “If private entrepreneurs can bet on luxury hospitality here, then we can bet on a luxury festival experience here too,” Dlamini asserted.
The Durban July handicap, a hallmark event since 1876, injects an estimated one billion rands into the economy each race weekend. The Ascots' contribution is forecasted to encompass a “massive logistical operation” that involves international acts, travel, accommodation, and high-end local production. “This stimulates the local economy by employing entirely South African contractors,” they explained, projecting the creation of 500 to 1,000 temporary jobs in catering, security, and hospitality services throughout KwaZulu-Natal.
However, the partners acknowledge that not all specialized roles can be filled locally initially. They will need to rely on technical production companies from Gauteng and the Western Cape due to current capacity limitations. Nevertheless, Mhlungu insists that their primary focus lies in developing local talent over the long term. “We do not want to be flying in crew forever. We want to be training them here,” he reiterated.
THE ASCOTS has secured partnerships with corporate giants such as Unilever, SMG, and The Owners Office, complemented by media outreach via Gagasi FM and other publications.
Image: Tump Paakies
Anchored at The Ascots marquee, the group's debut at the Hollywoodbets Durban July aims to blend luxurious international production standards with the unique cultural DNA of Durban. “We are not replicating Cape Town,” Dlamini asserted. “We want a unique luxury lifestyle offering that blends local music, food, fashion, and the heritage of the July.” To cater to KZN audiences, their activations will forge partnerships with local SMMEs and feature a diverse programme for both traditional racing fans and a younger demographic seeking experiential entertainment.
To realise this ambitious vision, The Ascots has secured partnerships with corporate giants such as Unilever, SMG, and The Owners Office, complemented by media outreach via Gagasi FM and other publications. “Revitalising the local creative economy is a shared responsibility,” the partners affirmed, emphasising a collaborative approach that necessitates support from both the private sector and provincial stakeholders.
The call for collaboration extends to the city government as well. Dlamini and Mhlungu urge eThekwini leaders to advocate for efficient planning and to reconsider municipal regulations that have historically complicated the hosting of large-scale events. “When we were young, Durban’s promenade was alive with beach events and water sports,” Mhlungu lamented. “We want to recreate that energy, but you cannot do it at the last minute with red tape in the way.”
Historically, Durban’s entertainment market has struggled with underwhelming ticket sales for major events. This time, The Ascots team aims to shift that narrative, drawing on lessons learned from their successful ventures in Cape Town. “Shifting public perception is vital,” Dlamini stressed. “We must prove Durban remains a viable market for competitive entertainment. That starts with giving people a reason to believe and a show worth paying for.”
The partners are upfront about the financial risks involved in their venture, acknowledging that they might not see immediate commercial success. “It is a necessary long-term commitment,” Mhlungu explained. “If we only measure this July by profit, we will miss the point. We are measuring it by experience, by jobs, and by whether Durban starts to feel like a festival city again.”
With aspirations that span well beyond a single weekend, the duo is focused on nurturing a brand that can become as intrinsic to Durban as the race itself—an attraction in its own right for tourists, corporates, and locals alike. The potential impact on KwaZulu-Natal is significant; with youth unemployment rates alarmingly high, the promise of 500 to 1,000 short-term jobs in hospitality and service sectors provides much-needed relief during the winter months.
Exclusive: The Daily News editor and journalist, Sipho Jack interview the founders of The Ascots Marquee, Sibo Mhlungu and Sipho Dlamini at this year's Hollywoodbets Durban July.
Image: Tumi Paakies
As Greyville gears up for the 1876 tradition, The Ascots are prepared to write their own landmark narrative beside it: one where international talent meets a homegrown audience, local contractors play pivotal roles, and the city retains a larger share of the economic benefits generated.
Finally, Dlamini and Mhlungu remain committed to the promise of Durban’s untapped potential. “We are eager to recreate the dynamic atmosphere of our youth,” Dlamini concluded, envisioning a future where the headline after the July is not about what Durban lost, but what it earned.