Jonathan Liebmann is hardly 30 but already leaving a mark in Johannesburg’s lifestyle and business. The successful estate developer is the brain behind South Africa’s most sought-after urban community, Maboneng Precinct.
Raised in a family of entrepreneurs, there’s almost nothing Jonathan has not tried his hand at, on his way to finding his passion: cleaning business, night clubs, etc. Returning from a stay abroad, Jonathan started missing the trendy lifestyle he has experienced there. His urge to catch up with that lifestyle as well as offer the same to Johannesburg pushed the idea of Maboneng.
Today, Maboneng and Propertuity, the two Jonathan’s babies and his most successful ventures so far are a force to reckon with in SA’s real estate industry.
We’ve met with a young yet savvy entrepreneur, a tycoon in the making.
Maboneng Precinct is literally a mouth-dropping project. How did you come up with such a venture?
The precinct started as a single development, Arts on Main in 2009. The success of the development propelled us to start thinking ‘neighbourhood’ and investigate how we could develop the area around Arts on Main into a culturally rich and connected neighbourhood in Johannesburg city. This has been the guiding vision.
Maboneng Precinct is a lively, sought-after neighborhood built on a place that was once dilapidated. What made you think it was actually possible to breathe life back in that area?
Given that there were limited lifestyle options in Johannesburg, I had hoped that like-minded people would have felt the same frustrations as I had in not having places to engage with their own city.
Maboneng means “Place of lights”. What was your inspiration for Maboneng Precinct?
The name MABONENG came from an artwork that was done by a project called REMOTE WORDS on the rooftop of Arts on Main during 2009. This happened at the same time as we started thinking about developing the neighbourhood, and the meaning of the word spoke to the vision that we had to create a community of enlightened urban dwellers.
I have different kind of friends. There are those who can’t see the whole picture and some others who can perfectly imagine beauty where there’s nothing. Do you think imagination is part of what being an entrepreneur is all about?
Yes. Creating a greater vision, filling a need and overcoming hurdles along the way to fulfilling that vision requires imagination. You need to be able to know exactly where you are heading.
Art is omnipresent in Maboneng. Knowing your father runs an art complex, there is no surprise you should be an art lover. Do you wish you were an artist?
Being an entrepreneur is also a creative occupation. We may not use colors or paintbrushes but at the end of the day, we all seek the same result: inspire people.
Architecture is one of the strong points of Maboneng. I read you put a lot of thinking into the design of your buildings…
Together with the architects, we design the buildings in such a way that they pay homage to their original heritage, but are also optimized for their new uses.
Maboneng Precinct is now a hip and vibrant urban community made up of art galleries, cinemas, collaborative work spaces, trendy restaurant and coffee bars, etc. What do you think makes the magic of Maboneng?
I always say Maboneng is its community; the people who interact with it and add their own energy and passion to the place and make it what it is.
You studied business and accounting but you got the bulk of your education from hands-on experience. How do you judge the benefits of degree vs. field experience?
Both have merit. Field experience is good if you are willing to learn from your mistakes and never be complacent as a result of your successes.
What is the most important lesson all those years of trying your hand have taught you?
Never give up. Work Tirelessly. Be unrealistically optimistic. Surround yourself with a good team.
When considering a project, are you often scared by the scale? Did you ever think “oh, no, I’m too young for this?” or “I don’t have enough experience”?
No. I don’t set limits to what I’m able to accomplish, never. Defining drawbacks are a sure way to failure. No one got it right all the time so going to it with less than a hundred percent focus and motivation is not worth it.
Maboneng has been a solely private investment focused on rejuvenating and repurposing abundant industrial buildings and inviting businesses and individuals to come in. People often say – and it’s true – that you single-handedly built a community and compare your feat to those of New-York City’s Mayor Rudy Giuliani or police Chief Peter Ryan who respectively cleaned up New York and Sidney. In your opinion, what are the pros and the cons of the political development vs. entrepreneurial community development of a city?
Public-Private partnerships are more relevant in a Johannesburg context. The advantage of having private funding is that there is a certain amount of autonomy that comes with the decision making process. This often means that you can develop faster and not lose momentum. However, the buy in from the public sector is equally as important, as the urban spaces around the buildings, as well as the services, are as in need of upgrade as the buildings themselves.
You said in an interview that you really put all your energy and passion into your work once you had found your way. Do you think entrepreneurs prior to success should have a limpid idea of what they want? I would even say of ‘who’ they are?
Not necessarily. But it is difficult to sustain the energy that it takes to build a business if you are not passionate about what you do.
What is your approach when facing a difficulty?
Keeping focus on the greater vision.
You’ve been in business since you were 15. You’ve run different business before Maboneng, a cleaning business, night clubs, etc. Has entrepreneurship become a way of life for you?
Yes. It has to be, otherwise you won’t be able to carry your vision to the end or even develop that vision.
Your dad founded Nirox Foundation, an art complex with Sculpture Park, studios and art residency; your brothers are in business too. How did the influence of your family shape the entrepreneur that you are?
I was inspired by example; watching my dad running Nirox Foundation. Growing up surrounded by art has contributed a lot in creating and nurturing the vision I developed for Maboneng later.
What does it take to be a successful entrepreneur?
To be successful entrepreneur takes a good idea that you are very passionate about.
How do you consider the future of Maboneng and Propertuity?
We are about to launch the Propertuity PLUS plan for the development of Maboneng. We have a long term commitment to the growth and development of Maboneng and will triple the developed portfolio over the next 5 years. As Propertuity, we are currently seeking partners in national and global regeneration markets.
Thanks for granting us this interview Jonathan. To learn more about Maboneng and Propertuity, check out their websites:
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