Interface News Reporter | Intern Reporter Zhao Tianjiao Reporter Zhang Youfa Interface News Editor | Zhang Youfa At eleven o'clock in the night in Zhengzhou, the non-stop subway has become a rare nightlife scene in this northern city. The carriages are full of active pink element

Interface News Reporter | Intern reporter Zhao Tianjiao Reporter Zhang Youfa

Interface News Editor | Zhang Youfa

At eleven o'clock in the night in Zhengzhou, the non-stop subway has become a rare nightlife scene in this northern city. The carriages are full of active pink elements. These They were all young fans who had just left Wang Sulong's concert. The Zhengzhou subway's delayed operation in the city was the guarantee that could "escort" them back to the hotel.

This scene happened in August just past. During the summer, the cooperation between concerts and local cultural tourism is deepening. In addition to multiple concerts in super first-tier cities, the energy exerted in summer concerts in second- and third-tier cities deserves more attention.

Second- and third-tier cities such as Zhengzhou, Hohhot, and Taiyuan have gradually become emerging venues for these activities. They not only perform well in hosting concerts, but also take this opportunity to promote the development of local cultural tourism. The cultural and tourism departments actively participated in various ways and provided various services and publicity in conjunction with the concert.

On August 17, on the first day of the concert in Zhengzhou, Wang Sulong called for Zhengzhou Cultural Tourism to make a video with the full chorus of "A Little Sweet", which became a hot search that night. On August 18, the official Douyin account of Zhengzhou Culture and Tourism posted three live videos of the concert in response. Not only Zhengzhou Cultural Tourism Co., Ltd., but also Inner Mongolia Cultural Tourism Co., Ltd., Taiyuan Cultural Tourism Co., Ltd., etc. have been promoting concerts through short videos. Many official accounts have released concert-related promotional videos online to gain traffic.

Online promotion is just the starting point for local cultural tourism to expand the momentum for the concert. Some second- and third-tier cities also make efforts in offline promotion. A "Carrot" who is a fan of the Five-Year Plan "completely attended" all of Mayday's tours this summer. She told Jiemian Entertainment that during those few days in Taiyuan, it seemed that the whole city had become the "Mayday City": "You can see large LED screens everywhere offline. , there are also slogans welcoming Wumi teachers to Taiyuan. There are Mayday’s exclusive buses on the street, and their songs will be played in the shops passing by. "

Taiyuan Cultural Tourism also planned a series of check-in activities around the concert in the city. , the free tour of the Mayday Land rice field park, the five Q-version humanoid dolls on the Bell and Drum Tower Street, the large lyrics screen in Vientiane City, and derivative activities enriched the fans' time outside of watching the performance. The exclusive itineraries and strategies for fans also attract them to explore the city more deeply during the check-in process.

Changzhou Cultural Tourism enhances the participation and experience of fans by organizing concert-related activities in the city. At the Times Youth League summer concert in Changzhou, Changzhou Cultural Tourism set up seven large screens and venues in the Cultural Square, Citizen Square and Dinosaur Park for real-time live broadcast of the concert.

If various promotional activities still add emotional value, the services and guarantees provided to fans can show the efforts of local cultural tourism. The souvenirs and venue materials prepared by

Culture and Tourism for fans are all details. Taiyuan Cultural Tourism spent its own money to prepare surprise gifts for every audience at the Mayday concert, including tickets to Shanxi's famous attractions, commemorative cultural creations and special snacks. Stadiums in Changzhou, Wuhan, Zhengzhou and other places have thoughtfully prepared cooling pads, raincoats, and alcohol sanitary napkins. In summer, these supplies can be said to be urgently needed.

Convenient transportation is another guarantee that fans need. Public transportation in many second- and third-tier cities is not as convenient as first-tier cities. During the concert, cities such as Changzhou, Zhengzhou and Chongqing extended the operating hours of the subway according to the closing time and issued detailed travel strategies. Hohhot has set up a dedicated bus line for fans, and Taiyuan has set up a free shuttle bus line near the venue.

For the concerts of some popular stars, the off-site order and the proliferation of scalpers have always tested the management capabilities of the hosting cities. This summer, Changzhou showed good action in cracking down on scalpers outside the venue. Changzhou special police were specially set up outside the venue to strictly catch the sellers of high-priced tickets, and took away many suspicious people in succession. The culture and tourism department teamed up with the public security department to severely punish the scalpers. impose administrative penalties.

The support of local cultural tourism has indeed effectively improved the sense of participation of many out-of-town fans. Interface Entertainment talked with several young fans who participated in concerts in many places during the summer. They all said that the best concert experience they received this summer actually came from For second- and third-tier cities, these cities will provide more comprehensive protection and a richer experience.

Luo Bao, who has been to Beijing, Shenzhen, Wuhan and Taiyuan, said: “For fans, a city that is too big will dilute the atmosphere brought by the concert. Only second- and third-tier cities can have such city-wide concerts. Feeling. "

The "two-way rush" between summer concerts and local cultural tourism actually reflects the huge energy of both parties in resource integration. In the past two years in the post-epidemic era, more and more concerts and music festivals have chosen to be held in second- and third-tier cities instead of gathering in the traditional Beijing, Shanghai and Guangzhou. There are many reasons.

On the one hand, it is not difficult to "watch performances across cities". During holidays, fans can travel from surrounding big cities to second- and third-tier cities to watch performances in a short period of time. For example, residents in Beijing only need high-speed trains to travel to cities such as Hohhot, Zhengzhou, Jinan, and Taiyuan within three hours. Jiangsu, Zhejiang, and Shanghai in the Yangtze River Delta region have more convenient transportation networks. Therefore, concerts held in second- and third-tier cities can still reach audiences with spending power in surrounding big cities.

On the other hand, the rent of concert venues in first-tier cities is high, and due to the saturation of the concert market, the venue schedule is also very tight. In addition, the approval process for concerts in first-tier cities is more cumbersome and the approval standards will be higher. According to previous inquiries from relevant people, concerts are generally held in second-tier cities and new first-tier cities, and the district-level government can apply for approval, but Beijing, Shanghai and Guangzhou need to report to the municipal level. Different cities have different application standards. For example, Shanghai requires three videos for each song, a rehearsal video or a performance video, but other cities only need to upload basic documents such as lyrics and track lists to quickly get approval.

Hosting concerts in first-tier cities is a long-term drain for organizers. Coupled with high cost investment, the difficulty of holding concerts is increasing while profits are declining.

In contrast, second- and third-tier cities are more cost-effective and more flexible in these aspects. The China Performance Industry Association also mentioned in the "National Performance Market Development Brief for the First Half of 2024": "Performances have become a major focus for local cultural tourism promotion to attract passenger flow. Shenzhen, Shaanxi, Hunan and other places have introduced special measures Or subsidy programs can help the development of tourism and performing arts. "

Subsidy policies for concerts in second- and third-tier cities bring more benefits to organizers, and organizers can also have more budget to invest in improving the audience experience. The Taiyuan concert on Mayday added many new items that were not available in Beijing, including the "baby bus" that patrolled the venue, the grand fireworks in the sky, and the ever-changing drone performances. These links may only be approved in second- and third-tier cities. And it is only possible to show up at a lower cost. The dividends brought by

concerts to second- and third-tier cities are also obvious. "High-quality performing arts content will attract a new generation of young high-quality customers, and this type of social media activity and consumption power are enough to support audiences who watch performances across cities. They will also become high-quality incremental consumers in tourist destinations. From audience consumption When it comes to tourist consumption, the breakthrough of dual identities will bring a significant increase in consumption traffic to local cultural tourism," Chen Yunong, partner and vice president of Chuangyu Wujie, told Jiemian Entertainment.

During the summer in Changzhou, the two-day Changzhou concert of Times Youth League achieved a comprehensive consumption increase of 800 million. According to the battle report released by Changzhou Culture and Tourism, "the concert attracted a total of 144,000 music fans over the two days, of which 83.3% were fans from other places. The popularity of the Times Youth League made most hotels in the surrounding urban areas full, and the area around the Olympic Sports Center Hotel revenue has increased by 200% compared to the same period last year. At a time when the fan economy is strong, seizing popular concerts can be said to be seizing the GDP code of second- and third-tier cities.

In addition, the attention and traffic brought by concerts to second- and third-tier cities can allow local cultural tourism to take the opportunity to promote the city and create a city business card. Many second- and third-tier cities use concerts to promote their city scenery. The Hohhot concert of Phoenix Legend happens to be a "hometown venue". Inner Mongolia Cultural Tourism launched a wave of grassland promotion based on the song "I come from the grassland". After

became popular in Zibo, Changshui, Harbin and other cities through travel business cards with delicious food and cultural scenery, more and more second- and third-tier cities began to build city IP based on "traveling with the show" and "traveling to a city for a show" . Taiyuan’s creation of a “city of fans” and Changzhou’s business card of “Youth Music City” have played a role in improving the city’s image.

Chen Yunong mentioned: "For both the performing arts industry and the tourism industry, performing arts content can activate the new passenger flow and repurchase of local permanent tourism products, and places with good tourism reception capabilities and high-quality tourism resources will also The ultimate goal of in-depth cooperation under "two-way travel" is to capture the "hearts" of fans, whether it is concerts or local cultural tourism. With the purpose of serving consumers well, there are still many problems that need to be implemented and solved in more practices. The two-way cooperation between concerts and local cultural tourism will continue to seize the opportunities brought by this cooperation model in the future and retain the popularity and fans. Whether the instant economy can be developed into a sustainable economy depends on the future development.

Transportation has always been a key issue for concert hosting in second- and third-tier cities. In the sudden huge flow of people, some problems are subject to the level of facilities, but there are still other problems that can be optimized through the overall coordination of the cultural and tourism departments. For example, the arrangement of people flow outside the venue and the transportation service that is in short supply after the venue.

Two different fans who went to Zhengzhou and Chongqing both mentioned the unreasonable setting of circulation routes near the venues in their conversations with Interface Entertainment: “It is understandable that the roads around the venues are closed, but the entrance routes are too unreasonable. It is necessary to walk a full circle around the venue, which is hot and tiring. The nearest entrance channel should be opened directly, and all the audience should be crowded into one channel to queue up. "

Organizers of concerts in second- and third-tier cities are also faced with this. test. Chen Yunong said: “Cities or regions that hope to boost the urban economy through cultural tourism consumption generally pay more attention to commercial performing arts content such as music festivals, and the government is more willing to participate. However, the corresponding challenge is that the organizers will not only perform performances, but also pay more attention to them. In addition to professional standards, it is also necessary to have a more complete and standard project organization plan, and consider more aspects of word-of-mouth and public relations maintenance. "There is still a lot of room for exploration in the cooperation between

cultural tourism and offline performances. For example, cooperation with overseas cultural tourism is expected to become the future development direction of offline performances. Following the Tokyo Station of the Modern Sky Strawberry Music Festival a few days ago, the Bubble Island Music Festival recently announced that the Singapore Station will be launched and is planned to land in Sentosa, Singapore in 2025. The Singapore station is Bubble Island’s first overseas station, and it is also the first Chinese original music festival IP officially certified and introduced by the Singapore Tourism Board.

According to Chen Yunong, the official cooperation between Bubble Island and overseas national tourism bureaus was officially certified after more than half a year of communication. With the government’s endorsement, it also provided credibility for the brand’s first overseas cultural IP. In Singapore's first cultural overseas stop, Creative Entertainment Unbounded also plans to invite a larger proportion of international artist lineups to attract more audiences from Southeast Asia.

Regarding the challenges brought by new overseas models, Chen Yunong said: "When music festivals go overseas, they will inevitably face various operational challenges in localized project management. The political and business environments are different. This road requires feeling the stones step by step. Pass.”

(Dragon is a pseudonym in the article)