Crumbs only for poor as gold rush fails to take off
{{#rendered}} {{/rendered}}By Diana Neille
JOHANNESBURG (Reuters) - The gold rush supposed to come with the World Cup has passed by Angela Ncube, an impoverished street vendor who hoped to earn a few rand for herself from the richest sporting event to hit the continent.
Tough regulations on commercial activity and overly optimistic expectations of windfalls have dashed the hopes of millions of the country's poor such a Ncube, private home owners and struggling merchants.
{{#rendered}} {{/rendered}}"The only people who benefit are FIFA and the rich. We, the poor, we don't benefit anything," Ncube said after she was forced to move away from one of the main football stadiums in Johannesburg where she tried to sell sweets and snacks to the tens of thousands packing the venue.
FIFA officials have said the Cup would provide a boost for South Africa's economy that benefits millions and has steered work toward striving businesses in the country.
"FIFA is not preventing small local businesses benefiting from the increased activity during the event period -- quite the opposite, FIFA is much more lenient with SMMEs (Small medium and micro enterprise)," it said in a statement
{{#rendered}} {{/rendered}}But the big picture seems to be lost on the ground.
South African police and guards have cordoned off the stadiums used for the Cup, checking for contraband that may present a security risk and confiscating food and drink that does not come from suppliers sanctioned by FIFA and other authorities.
South Africa's massive poverty and 25 percent unemployment rate have spawned an army of street vendors trying to eke out a living.
{{#rendered}} {{/rendered}}They have been selling flags, clothing and Cup-related kitsch on street corners to South Africans but are largely kept away from tourists and fans.
Inside the stadiums, products from official sponsors such as Budweiser beer are allowed in but the most popular brews in the country from South Africa's SAB Miller, the world's second-largest brewer, have been kept out.
The company has found a receptive audience at open fan zones.
{{#rendered}} {{/rendered}}"Budweiser has paid a significant amount of money to sell beer in stadia (stadiums)," said SABMiller spokesperson Robyn Chalmers, who added that no other beverages were allowed within a certain radius of any of the venues.
FEWER TOURISTS, LESS MONEY
South Africa has had to revise down its estimates for tourists visiting during the Cup from as many as about half a million to 370,000 or fewer, with many putting off trips due to fears of the high costs and crime.
{{#rendered}} {{/rendered}}The owners of hotels, restaurants and other tourist-related businesses have also had to ratchet down income forecasts for what was expected to be a once-in-a lifetime jackpot for many.
Musicians in South Africa's world-famed music industry have also lost out, with fewer gigs being booked than expected and more foreign acts including the Black Eyed Peas and Shakira appearing at officially sanctioned concerts.
"Some of us have been lucky to pick up work from FIFA, but there were just not as many other gigs as people thought," said Shannon Ellinas, a music manager and performer in the instrumental rock band First Project.
{{#rendered}} {{/rendered}}Pubs across the country have been doing well showing the matches on TV catering to locals who could not acquire or afford tickets and visitors trying to soak up the Cup spirit.
But the group of homeowners and property agents looking to cash in on a World Cup gold rush by charging inflated rent for prime properties have mostly been met with disappointment.
"The entire strategy, from a renting perspective hasn't taken off, because there's been no shortage (of accommodation)," said Tracey French, general manager for Seeff Properties.
{{#rendered}} {{/rendered}}(Writing by Jon Herskovitz; Editing by Jon Bramley)