Daguan Garden covers an area of 13 hectare, with a building area of 10000 square meters and more than 40 scenic spots. Its master plan is decided by experts in the fields of redology, ancient architecture, gardens and cultural relics, and it is faithful to the original work of A Dream of Red Mansions and the fashion of the times. For example, Hongyiyuan, where Jia Baoyu lives, is magnificent and rich in powder. The Xiaoxiang Pavilion where Lin Daiyu lives has thousands of bamboo poles and secluded windows to enjoy the cool. Yuan Fei's Gu Ensi Yi Temple is royal and elegant-pavilions in the garden, winding paths leading to secluded places, lush flowers and trees, rippling blue waves, crane dancing, complacent, diving in the water, ducks and geese soaring, showing the artistic conception of the Red Chamber. According to Jia Baoyu's Dreamland, the fifth episode of A Dream of Red Mansions, the dynamic film uses high-tech means and special effects lenses to integrate sound, light and electricity, bringing people into a dreamy and ethereal artistic conception. "Dreamland" is located in the east of the provincial capital villa. In the form of dynamic movies, this scenic spot uses high-tech means and special effects lenses to integrate sound, light and electricity, making the fifth "Jia Baoyu's Dreamland" in A Dream of Red Mansions vivid and touching. Scenes of romantic debt, scenes of being deeply immersed in love, scenes of life tragedy, scenes of the sisters' human experience, scenes of the fate of the "Twelve Golden Hairpins" were hidden, and a Dream of Red Mansions was performed, with ten thousand people crying and Wan Yan mourning for jade.
200 1 launched the "Red Mansion Banquet Dance", which is a comprehensive leisure and entertainment project with the Qing Dynasty as the background, redology as the theme, national art as the form, and some enchanted evening in the Grand View Garden as the scene, integrating catering, dancing, film and television. Together with the fantastic waterscape, it has become a new activity and project of Beijing Grand View Garden, and it is also the pearl of the night in Beijing Grand View Garden. The "Red Chamber Culture and Art Exhibition" is a permanent exhibition of the Grand View Garden. It is divided into six parts: Yuan Fei provincial relatives, the cultural relics of the Red Chamber, the culture and art of the Red Chamber, the Grand View Garden, Cao Xueqin's family life, and the academic research of the Dream of Red Mansions. It is rich in content and elegant in taste, which makes people realize the profoundness of A Dream of Red Mansions. In the past 20 years, it is the pavilions, pavilions, cloisters, Buddhist temples, rockeries and flowing water in Beijing Grand View Garden that have attracted many film and television crews to shoot in the park. According to preliminary statistics, in recent 20 years, more than 1 10 movies, TV series and feature films have been made using the scene of "Wonderland on Earth, A Dream of Red Mansions Without Nights".
It is understood that the Grand View Garden once flourished for a period of time, and then the operation seems to be somewhat bleak. In previous years, the number of tourists in the Grand View Garden decreased year by year. There are some sporadic tourists only after 10 every day, and no one will be there at 4 pm. In winter, there are fewer tourists. Take a walk in the garden and you will meet everyone you know. Although there are few tourists, the regulations of the park are still very strict. During working hours, all tour guides must stand and not look at anything unrelated to work. But because no one came and there was no need to explain, everyone had to stand for a day and do nothing. There are also some people who work in the park, such as bearers, who live in the Grand View Garden every year and pay some management fees symbolically. These all waste some resources of the park invisibly. In 1980s, the ticket for Grand View Garden in 5 yuan earned the highest annual ticket income of 9.75 million. The current fare is 15 yuan, and the income last year was only over 3 million. The maximum capacity of the Grand View Garden is more than 30,000 people. Free tickets will bring a large number of tourists and increase the pressure on park management and maintenance. Last year, the salary of employees was 8.27 million yuan, and other expenses totaled120,000 yuan. The source of funds is 3 million tickets, 3 million house rent, 1 10,000 annual park ticket subsidy and other activities income, * * * 78 million, which is a big gap. If tickets are free, the government needs to subsidize the Grand View Garden for more than 8 million yuan every year.
As a self-financing unit, Grand View Garden is facing great pressure of survival. Facing the pressure of survival. Ma Juntong, director of the Grand View Garden Management Committee, said that the Grand View Garden must take measures to reposition its business philosophy and make it full of vitality. The Grand View Garden should develop step by step according to the activity economy, industrial economy and brand economy. Finally, the Grand View Garden depends on its own brand. Only in this way can we be truly famous. The Grand View Garden will build a Red Mansion Cultural Industrial Park, which will be rented, catering and branded.
Creating the activity economy of Grand View Garden
Since the actor audition of Call for A Dream of Red Mansions was officially started, and the actors were recruited from Chinese all over the world through the Internet, by noon on September 25th, 2006 12, the cumulative number of visitors to A Dream of Red Mansions in official website had exceeded 275 1000, and the number of applicants was close to1000. The most closely related to a dream of red mansions is the Grand View Garden. Up to now, the number of applicants at the on-site registration point of Beijing Grand View Garden has also exceeded 2,000. Although all the entries of the contestants are free of charge, Beijing TV Station and Beijing Grand View Garden also agree on three chapters: no registration fee; Can't force sales to players; You can't put players' information on official website without permission. The Grand View Garden has a Commissioner in the west gate, accepting applications and providing clothing and photography free of charge. Considering the commercial value, these players are just a cover. The source of making money is the psychological expectation that tourists flock to Grand View Garden and Dream of Red Mansions, which makes tourists willing to pay for tickets. According to Ma Juntong, all the contestants can buy half-price tickets and give away a photo of ancient costumes for free in the first few days. As the Grand View Garden undertakes the on-site registration, people who take part in the registration will always bring their relatives and friends. After taking a professional photo of ancient costumes, they will ask for more photos, so that they can collect some decent money in the name of "free" invisibly. Since the sea election began in July this year, the passenger flow of Grand View Garden has increased by 40-50%.
Under the guidance of the tour guide of Beijing Grand View Garden, 56 international celebrities from 54 countries sought dreams in the Grand View Garden, felt the charm of China classical literature, and lived in A Dream of Red Mansions. 65438 Last year1October 30th at two o'clock in the afternoon, the blondes who participated in the 46th Miss International Global Finals in 2006 came to the Grand View Garden. Walking between the pavilions of ancient buildings is both novel and strange. Listening to the tour guide's explanation, they sometimes whisper to each other and sometimes smile at each other. Feeling the culture of the Red Chamber is part of their trip to China. It is even more troublesome for them to choose a favorite courtyard to take pictures. Each scenic spot has its own characteristics. How to choose? No wonder they listen to the tour guide carefully. They are looking for a courtyard that can highlight their personality and take photos for Miss International's global finals.
This year, the Grand View Garden launched a series of cultural activities of the Red Chamber. For example, on the scenic spot publicity day during the festival, a story meeting of the Red Chamber was held, and the tour guide told more than 50 stories. "May Day", "Eleventh Day" and "Golden Week" held exhibitions such as the book collection, calligraphy, paper-cutting, costumes and stills of A Dream of Red Mansions. Usually, 100 old people's calligraphy performances, "Old Beijing hawking" and other activities are held. Expanded the collection of the Red Chamber Culture and Art Museum. It also launched the classic wedding of the Red Chamber, which has been held for seven times since it was first held on March 26th this year, including two transnational weddings.
"Baoyu Married" and "Jia Mu Birthday" are traditional wedding ceremonies and birthday banquets developed by Daguan Garden at the beginning of this year to serve the society. Interspersed with the costume of the characters in the Red Chamber, it shows the exquisite culture of the Red Chamber. In the past, Yuan Fei Mothers only starred in Yuan Fei, and this year's Marriage of Baoyu and Happy Birthday to Jia Mu also became highlights. In this year's "sea election" of the temple fair, the age limit will be relaxed. According to the applicant's appearance, temperament and willingness, the staff will select the main roles such as Yuan Fei, Baoyu and Jiamu through interviews, costumes and performances, and finally make an appearance at this year's temple fair through unified training. Performing traditional wedding ceremonies and birthday banquets in the Grand View Garden during the Spring Festival is not only an innovation, but also adds a festive atmosphere to the festival.
In recent years, the Grand View Garden has promoted its popularity by holding various activities, which has also brought certain economic benefits to the Grand View Garden. For example, during the March 8 th Festival, the Grand View Garden implemented half-price tickets for women, and the income of half-price tickets was better than the full price. The Grand View Garden, which has tasted the sweetness, also plans to have half-price tickets for May Day.
Creative Honglou cultural industry
Shortly after the evening broadcast of A Dream of Red Mansions by Beijing TV Station, we found that many reports about this activity came from the same place-Beijing Grand View Garden. In less than 10 days, the Grand View Garden launched a series of activities related to the search for the "dream man", from the initial invitation of the "dream man" to the feeling, the audition of the actors in the Grand View Garden, to the opening of the "Dream of Red Mansions" forum and the tasting of the "Dream of Red Mansions Banquet", each of which just met the needs of the actors and crew. Today, the West Gate of Daguan Garden not only opened the first on-site registration point in China, but also introduced a large number of books and audio-visual products with the theme of Dream of Red Mansions into the park and set up special counters to facilitate people in Dream of Red Mansions to buy at any time. Ma Juntong said: "The Grand View Garden was born in the classic Dream of Red Mansions, and all kinds of activities should be carried out around it. This will not only promote and spread the culture of the Red Mansion, but also better preserve the characteristics of this famous garden. "
The study of a dream of red mansions has formed a complete and huge industrial economic chain, including academic research, editing and publishing, cultural theme activities, film and television, music, catering, entertainment and other industries. For example, the Grand View Garden also launched the Red Mansion Banquet in due course. Beijing Honglou Banquet Hotel is located in Beijing Grand View Garden, which is a business, tourism and holiday hotel integrating China classical garden architecture with modern architecture and modern living facilities. Staying in the hotel is not only in the pavilions of the Grand View Garden, but also in the lush forests, with quiet environment, fresh air and broad vision. The hotel has an excellent geographical location and convenient transportation. The hotel is less than 5 kilometers away from Chang 'an Avenue, simple and elegant, with complete facilities, standard rooms, luxurious executive suites and small and medium-sized multi-functional conference halls. The hotel has a unique "Red Mansion Banquet" with a strong flavor of red mansions culture. Cao Xueqin's "paper full of absurd remarks and bitter tears" has now been replaced by "box full of gold, box full of silver and bed full of water. It is reported that Beijing TV Station may also invite experts in Dream of Red Mansions to record 300 special lectures in Daguan Garden and broadcast them in prime time at night. In the future, Grand View Garden will also hold a Dream of Red Mansions actor training school according to the needs of the crew, and "Dream of Red Mansions Education" is also one of the growth points of wealth. According to the development of world garden history, the "life span" of theme parks is generally 5 to 7 years. The normal operation of Grand View Garden depends on the successful business model besides the artistic charm of A Dream of Red Mansions. Grand View Garden also organized a book fair with the theme of "Red Mansion" in conjunction with the distribution center of Xinhua Bookstore Head Office. Hundreds of yuan of red dream books are generally popular, bringing more business opportunities to the Grand View Garden. At the same time, the Grand View Garden also developed gifts related to A Dream of Red Mansions, which also promoted the development of the cultural industry.
After being reported by many media, the news that the Grand View Garden released the relevant materials of A Dream of Red Mansions to the society attracted wide attention from all walks of life, and sent the relevant materials of A Dream of Red Mansions one after another. In order to thank the citizens for their enthusiastic participation, Daguan Garden launched the "Exhibition of the Collection Achievements of Red Mansion Data" on the occasion of the tenth anniversary of the establishment of the Red Mansion Culture and Art Museum. Exhibits include books, calligraphy and painting, porcelain, pyrography, paper-cutting and works of art donated by enthusiastic citizens. Mr. Gao, a redology enthusiast who lives in Xili Community of Changchun Street, has carried 12 kinds (two volumes) 18 books, calligraphy and painting works "Scenery of the Red Chamber" and "Wang Xifeng" for three times; 1 porcelain cups, plates, bowls and small wooden screens are donated to the Grand View Garden for free. Wu Yitai, an 80-year-old man who lives in Haidian District, and his wife Yu donated 172 copies of A Dream of Red Mansions and other research books collected for many years to the Honglou Culture and Art Museum for free. Mr. Yue Chunsheng donated the exhibition manual commemorating the bicentennial of Cao Xueqin's death, which has been collected for more than 40 years. The exhibition was held in the Forbidden City 1963, which introduced various precious cultural relics mentioned in A Dream of Red Mansions. Mr. Xu Zijiu, a dream lover and a member of China Calligraphers Association, not only donated his calligraphy works to the museum, but also wrote the three Chinese characters "stone" with a stroke of a foot or two on the spot to celebrate the 10th anniversary of the establishment of the Honglou Culture and Art Museum. In order to cooperate with this activity, four voluntary tour guides were added to the provincial family villa in Grand View Garden to introduce the contents of the Red House Culture and Art Museum to tourists.
In terms of brand economy, Grand View Garden is trying. Recently, the Management Committee of Grand View Garden and Daoxiang Village Food Co., Ltd. held friendly consultations on the 12th Temple Fair and the first Lantern Festival of Daoxiang Village held in Beijing Grand View Garden. The Management Committee of Daguan Garden and Daoxiang Village Food Co., Ltd. jointly used the above naming rights to launch new products with annual flavor in Daoxiang Village of Daguan Garden before the Spring Festival, and to avoid giving back to customers in the form of tickets. Daoxiangcun Food Co., Ltd. is responsible for the publicity work, investing in the renovation of the lighting of the Grand View Garden, adding various lanterns according to the layout of scenic spots, and completing the scene layout of the Lantern Festival in the Red House. Through this activity, the Grand View Garden Management Committee will further enhance the brand connotation, make use of various social resources, and rely on the development mode of activity economy to drive the industrial economy to further build the famous brand economy of the Grand View Garden Red House culture.
A staff member of the Grand View Garden said: "With this remake of A Dream of Red Mansions, we can still be on fire for another five years." It's just, what should I do in five years? Do you want to shoot a dream of red mansions again? Without the original works, how will they survive? At the 2006 China Datong International Dream of Red Mansions Symposium held last year, Ma Juntong, director of the Grand View Garden Management Committee, introduced the activities of the Grand View Garden in developing the cultural and creative industries of the Red Mansion this year. He said: Seize the opportunity of the research fever of A Dream of Red Mansions, carefully manage the Grand View Garden, build the cultural industry of the Red Mansion, and publicize it through TV, newspapers, internet and other news media, with obvious benefits. From June to June, 2006, the number of tourists in the park increased by 35%, and the income increased by 52%. It is hoped that the study of A Dream of Red Mansions will keep pace with the times, promote the development of cultural industry, truly turn Grand View Garden into a platform for the cultural industry of the Red Mansion in Xuanwu District, and further promote the culture of the Red Mansion, national culture and Xuannan culture.