[Festivals are nutrients for urban development] Develop performing arts and festivals.

What does tourism do to save energy? On July 9, at the closing ceremony of Beijing International Imperial Capital Cultural Tourism Festival, Niu Qingshan, deputy secretary of Dongcheng District Committee and district head, commented on this tourism festival: it not only fully demonstrated the royal long-standing traditional culture accumulated as an ancient capital, but also demonstrated the modern culture of New Dongcheng, which is the cultural center of the capital and the window area of the world city, integrating Chinese and western cultures, showing its profound historical and cultural heritage and vigorous development vitality.

This festival, with the theme of "Exploring the Imperial Capital and Harmony between Heaven and Earth", lasted for half a month. During the activity, more than 40 enterprises in Dongcheng District achieved sales of more than 90 million yuan, an increase of more than 15% compared with normal days.

How did they do it? Li Xuemin, director of the Tourism Development Committee of Dongcheng District, said emotionally in an interview with the reporter of Leisure List: Festivals are very important for the existence of a city, which creates a vibrant atmosphere for the development of the city and provides a variety of nutritional environment for residents' lives.

The foundation of the festival

"Zhou Li Kao Gong Ji" said: "Artisans rule the country nine miles away, three doors away. Nine meridians, nine latitudes and nine tracks in junior high school. Zuo zu you she, facing the market outlook. The city is a lady. " Judging from the plane shape of Beijing City, the Imperial City is basically symmetrical along the central axis, which embodies a kind of balanced beauty. On the left side of the imperial city is the ancestral temple, which is today's working people's cultural palace. On the right is the national altar, which is today's Zhongshan Park. In front of the imperial city is the imperial court, and behind it is the market. This pattern has been very accurate since the Yuan Dynasty.

Dongcheng district has been the core area of the imperial city since ancient times. Since the merger of Dongcheng District and Chongwen District in 20 10, the new Dongcheng took over important cultural areas such as Qianmen and Tiantan, and a new Dongcheng based on culture came into being.

The festivals in Dongcheng District are also slowly unfolding around "culture".

At this year's Imperial City International Tourism Festival, Dongcheng District launched four "Imperial City Low-carbon Cycling Tour" tourist routes in combination with the establishment of bicycle rental points. Tourists, led by the gold medal volunteers of the Imperial Capital Culture, walk through the streets and alleys of the ancient capital and feel the culture of the Imperial Capital and the market. Together with cycling associations and club representatives, they participated in experience activities such as writing big characters, making zongzi and catching Chinese medicine. Netizen Nanmen Weilun's post about "riding in the east" in Lohas a picture of civilians with truth, which makes a group of netizens cheer in unison. Some people want to participate in the activity, some people post support, and some people ask how to become a "gold medal volunteer of Imperial Capital Culture". Different from ordinary brick patting, netizens unanimously support this activity!

The charm of culture and the novelty and closeness of festival activities make this activity shine. Indeed, walking slowly and experiencing slowly in an alley full of Beijing flavor and memories, the feeling of leisure is not only the stimulation brought by fun, but also a kind of in-depth cultural immersion and education.

TOP: What do you think is the main purpose of the Dongcheng Tourism Commission to hold festivals? What are the characteristics?

Li Xuemin: The main purpose is to promote traditional culture and modern culture and build a brand. Because Dongcheng has a profound cultural heritage, whether it is the previous royal culture, imperial city culture, world culture, architectural culture, religious culture, national culture, or the Nanluoguxiang Hutong Festival, Nanxincang Opening Festival, Whipping Spring Cattle Festival and other festivals developed in recent years, later there was the Hutong Eagle Festival. Such festivals are not only a reflection of local culture, but also enhance the cohesion of local residents. Its first feature is closely related to local ethnic customs and residents' life.

The second feature is the emphasis on internationalization and branding, such as Wangfujing Brand Festival. At that time, many international brands will participate: LV, Maserati, Mercedes-Benz, BMW, fashion watches and so on. The concentrated brand exhibition in about ten days will promote the development of local commerce and trade industry and play a benign role in promoting the creation of high-end areas.

TOP: Among the many activities you have held, which links do you think are more important: planning, marketing and execution?

Li Xuemin: We have more than ten years of experience in large-scale activities, mainly including: 1, and attitude is always the first; 2. From addition to subtraction, the so-called addition means that when you plan an activity, you have to be creative, have a trunk, and then extend a lot of small ideas from this trunk. Subtraction means that you will encounter many problems when carrying out activities. Some schemes will be deleted if they can't be implemented, and some schemes may cost a lot to implement, so ideas will be deleted. 3. Frugality and environmental protection are actually more popular; Creativity needs more sense of security. If there is a conflict between the two, the former must obey the latter. Although creativity is the life of an activity, if it is not guaranteed, it can only be zero. 5. Be able to integrate network resources such as experts and merchants; 6. Be good at mobilizing the strength of the masses, giving play to the initiative of everyone in the team and giving play to the strength of volunteers; 7. Improve the efficiency of on-site VIP service; 8. Do a good job in the aftermath and file the report and feedback of this activity.

The product can talk.

Innovation and sustainability have always been the basic requirements of Li Xuemin for Dongcheng Tourism Festival. The innovation of festival activities promotes the innovation of tourism products. It is reported that the "Imperial City Low-carbon Cycling Tour" project and the "Imperial City Mobile Bus Tour" are not just for festivals. Dongcheng District Tourism Commission has taken these two products as routine routes and will implement them nationwide in the future.

There are two kinds of cycling activities they offer. One is free travel and the other is interactive participation. Visitors can rent a bicycle to ride to a set scenic spot to experience calligraphy and catch irrelevant Chinese medicine. Just like customizing tours and arranging routes and scenic spots for tourists, they can enjoy exclusive services as long as they pay at the experience point, which not only increases the experience, but also deepens people's understanding of China's traditional culture.

For Li Xuemin, who has more than ten years of experience in large-scale activities, her activity organization system is perfect. When planning, different cultural experts and planning companies are her "senior consultants", and when implementing, thousands of volunteers are her right-hand man. After the meeting, quickly coordinating with the Bureau of Statistics can bring her statistical data. Even in guiding social forces to hold festivals, she also has a "conference workers' alliance", which can quickly release information and bid. And her task is to make the activity "interesting". Festivals are to make people feel happy and relaxed. Because holiday consumption drives the economy of the whole city. For example, at the Oktoberfest in Germany, he devoted himself to the supply of beer, the smooth flow of people, the convenience of transportation and the guarantee of accommodation. Finally, it promoted the consumption of the whole city, the development of catering industry, the improvement of accommodation rate ... and then affected the economic and trade activities between cities. Therefore, as long as you are responsible for your festival preparation and the content of entertainment attracts guests, people will naturally buy your cultural products and promote economic growth. "

Isn't she sad? Yes That's strict security, which makes many festivals less interesting.

Above: Foreign festivals have a high degree of public participation, but relatively speaking, domestic festivals lack interaction with the masses. What do you think of this problem? Is there any solution?

Li Xuemin: These two situations are just like an adult and a child cannot be compared. Just like the International Bull Run Festival and the Rose Parade, which have a history of more than 100 years, they have accumulated rich experience in activities. But in fact, their first session was also very small, and the audience was not even much, let alone public participation. We must admit that there is a certain time gap between China and international festivals. The festivals we are holding now are not at the same level as those held by others hundreds of times. If you envy others too much and criticize yourself too much, you will only feel frustrated constantly, which is not conducive to the development of your long-term activity planning. Of course, people who are doing better than us now must have something we should learn from them. I think what they are doing well at present is mainly as follows: First, the foreign festival market is mature, a lot of funds come from the support of the government, and the rest are raised by various forces such as society and associations. The second and most important point is that their local governments dare to let them hold their own festivals, while our public security forces are too nervous about on-site safety, which limits our execution ability. If we can have more freedom and power, I believe that China people are not inferior to foreigners in economic mind, communication means and execution ability.

So it's not that our government wants to entertain itself, but that our public security department has turned our festival activities into a strange circle. Whether the festival can be close to the people is actually only one step away, and that is to let go of its approval.

TOP: What do you think should be done to improve the efficiency of the holiday market?

Li Xuemin: The premise of market-oriented operation of festival activities is that our public security departments should give some loose policies. Without this premise, there will be no passenger flow in the market, and the funds invested will not be rewarded. Our festival market mechanism is perfect, but the problem now is that the public security department will not hold it. We are not saying that there is a problem with safety itself. It is true that our situation is not very good now. Every year, there will be danger in the Bull Run Festival, and every year, people will be drunk on the road at Oktoberfest. But we also need to distinguish what the theme of the activity is. Not all activities will have security problems.