Peninsula all-media reporter Li Xiaozhe
For the first time, it joined hands with the leading enterprises in the domestic fashion industry, performed Kaesong in the air at the night opening ceremony, launched four Internet celebrity punch card places, let the Carnival year return to the Beer Festival, interacted with the first Shigatse Everest Linka Beer Festival, integrated global tourism resources, served the resident enterprises, and made the Beer Festival exquisite and close to the people... The reporter learned from Laoshan District that the 31st Qingdao International Beer Festival Laoshan venue will open on July 30 and last until August 15 for 17 days.
<h1 class="pgc-h-arrow-right" data-track="3" > highlights: Laoshan venue is more fanatic this year</h1>
This year marks the 100th anniversary of the founding of the Communist Party of China, the beginning of the 14th Five-Year Plan, and the key year for Laoshan District to break through the "strategic northward advance" and promote urban transformation and upgrading. Standing at a new starting point, this beer festival will adhere to the concept of "people-centered", highlight elements such as "close to the people, vitality and fashion", with the goal of boosting economic development, serving enterprises in the district, and promoting the improvement of the quality of global tourism, highlighting the characteristics of refinement, quality and business, and promoting the Qingdao International Beer Festival to a new level.
According to reports, Laoshan District for the first time joined hands with the domestic fashion industry leader - and Shanghai Textile and Fashion Company, the introduction of a new festival concept, the integration of fashion art elements into the beer festival, high-level planning, to create a domestic first-class level of fashion performance, stage lighting and art display, and constantly enrich the cultural connotation of the festival. At the same time, we will make full use of the high-quality festival platform, plan and organize high-end business activities, and continue to optimize the business environment in Laoshan District.
The highly anticipated carnival ride recreates the Oktoberfest and creates a casual beer festival. Laoshan District has introduced leading domestic carnival amusement projects, and under the premise of ensuring the safe operation of amusement facilities, drinking, performing arts and carnival troikas will once again build a festival of glory.
Global tourism is the golden signboard of Laoshan District. This year, Laoshan District will integrate the resources of global cultural tourism and leisure to create a delicate beer festival. On the basis of fully summarizing the experience of running festivals in the whole region last year, we will integrate cultural and tourism leisure resources such as urban areas, scenic spots, catering, commerce and trade, exhibitions, culture, sports, and homestays, rationally layout and continuously optimize the activities of street sub-venues and beer festival functional areas, cultivate new formats, release new kinetic energy, develop new consumption, and continuously improve the level of festivals held in our region.
Only by being close to the people can the festival be more attractive. From the perspective of mass demands, "people-oriented, return the road to the people", during the festival during the daytime traffic rush hour to maintain the normal traffic of Miaoling Road vehicles, while canceling the Century Square Beer City fence, under the premise of ensuring safety to achieve open festivals, the impact of the beer festival on urban traffic and citizens' lives to a minimum. Maintain the normal passage of vehicles on Miaoling Road, increase pedestrian crossing lines and signal lights to ensure the safe passage of tourists, and open up the "microcirculation" of urban traffic. Focusing on the arrival and parking conditions of tourists, a total of 7800 parking spaces are provided for social parking lots such as Haikou Road Parking Lot and Qingdao Grand Theater.
The "circle of friends" interacts extensively. On the opening day, the video link Munich October Festival Commander-in-Chief sent sincere wishes for this beer festival; signed a friendly festival agreement with the "2021 Qingdao Macao Twin Cities Beer Culture Festival", the two places will achieve video connection and interactive exchanges; the first Everest Link Beer Festival held in Shigatse, Tibet, will also be connected with the Laoshan venue through video connection, singing a song together.
Launched an influencer punch card. Includes: Sea of Hops, Red Inspiration, Beer Goddess, Red Rising. The North Square will also create an art gallery to display cultural elements such as Laoshan Intangible Cultural Heritage works and twelve scenic spots of Laoshan Mountain Scenic Area through sound and light.
<h1 class="pgc-h-arrow-right" data-track="11" > feature: build a big pattern of beer festival cheering</h1>
Continue the overall framework of "one main, three auxiliaries, six districts and all areas" last year, and arrange and create a big scene of the cheerful pattern of this beer festival.
One main: the main venue of the festival centered on Century Square, the direct radiation range includes the polar ocean park in the west, songling road (binhai highway) in the east, from the city sports center and IKEA in the north, and to the coastal line of the stone old man bath in the south.
Three auxiliaries: Shazikou, WangGezhuang, Beizhai three street sub-venues, on the basis of fully summarizing the experience of last year's festival, combined with their own actual launch of their own unique beer festival theme activities, so that the public can participate in the nearby festival activities, experience the lively and lively festival atmosphere.
District 6: The special catering gathering area with the catering section of Lida Shopping Center and Xiexin Xingguangli as the gathering point, the business and leisure gathering area with the Stone Old Man Bath as the gathering point, the Polar Cultural Tourism Experience Gathering Area with the Polar Ocean World as the gathering point, the Cultural and Sports Consumption Gathering Area with the Guoxin Sports Center as the gathering point, the exhibition art and cultural exhibition gathering area with the International Convention and Exhibition Center, the Qingdao Grand Theater and the Municipal Museum as the gathering point, and the mass consumption gathering area with major supermarkets and IKEA as the gathering point.
Global: Efficiently integrate various cultural and tourism enterprises such as tourist attractions, hotels, special catering, homestays, leisure experience parks and other cultural and tourism enterprises in the region to actively participate in the beer festival activities, organize colorful activities and introduce preferential consumption policies in combination with their own actual conditions, and jointly create a new style of festivals full of passion and win-win cooperation.
Century Square activity layout according to the "one avenue, three squares, one block" for the activity layout:
"One Avenue" - "Bar Garden Avenue", along the central axis of the Century Square, there are 8 bar gardens such as Green Beer August, Munich HB, Green Beer Pure Life, Green Beer Haha Tavern, German Bo long, Green Beer 1903, etc., and set up a beer garden square integrating cultural performances and beer tasting in the North Square, which together constitute 9 beer tasting places.
"Three Squares" - North, Middle and South Square: North Square: As a comprehensive performing arts square for the Oktoberfest, it sets up functional areas such as stage performance and interactive installation experience area, audience seating area, container sales area, and citizen art gallery display area.
Central Plaza: On the east side of the pedestrian path of the square, from south to north, there are carnival play areas and Korean food exhibition areas. In addition, a parade performance area is set up in a relatively open area of the square.
South Square: Set up a "Video Time" live market on the east side of the pedestrian path of the square, and organize online and offline sales of Qingdao brand products. At the same time, a parade performance area is set up in a relatively open area of the square.
"One block" - Meiling East Road "Urban New Wave" cultural and creative market, during the festival to close Meiling East Road, the organization of creative products market.
<h1 class="pgc-h-arrow-right" data-track="23" > Interaction: Eight activities gather new wave forces</h1>
This year, the Laoshan venue will launch eight theme activities to create a passionate, happy and cheerful holiday atmosphere. On the evening of July 30, the opening of the drumming of guests was organized in the North Square, the drone performed the Opening Ceremony in the air, the flag was raised, the first barrel of beer was opened, and the ceremony was toasted to the centennial birthday of the party. Subsequently, a thematic performance with the theme of "Striving for a Hundred Years of Road, Cheers to a New Era" was held.
A series of activities to celebrate the centenary of the founding of the Party. During the festival, representatives of outstanding party members of the city and district will be invited to participate in the opening ceremony and open the first barrel of beer, sing "singing mountain songs to the party" every night at a fixed time, quizzes on the riddle of party history, "citizens singing red songs" talent contest and other theme activities. The Municipal Museum will hold theme exhibitions such as "Tracing the Footprints and Inheriting the Spirit: Qingdao Red Tourism Route Photo Exhibition" and "Red Memory: The Centenary Development Course of the Communist Party of China and the Exhibition of the Achievements of the Protection of Qingdao Revolutionary Cultural Relics", and the Qingdao Grand Theatre will hold the "Glory and Dreams" red performance season, the Shanghai Ballet ballet "Shining Red Star", the Chinese Musicians Association Chorus Concert "Singing Mountain Songs to the Party" and other performances.
With the design orientation of "100th Anniversary of the Founding of the Communist Party of China - Struggle for a Hundred Years Road, Cheers to the New Era", "Beer Festival for the Whole People - Igniting the Gravitational Field of the City", "Laoshan Cultural Charm - Millennium Laoshan Mountain, Teenagers Jointly Built" as the design orientation, digging deep into the spillover value of the Qingdao International Beer Festival, catering to consumer demand, creating 17 high-end theatrical performances with the themes of "Intangible Cultural Heritage, National Tide Diversity", "Yan Is Justice, Looking for The True Self", "Young Power, Hip Hop Dynamics", creating an immersive entertainment + festival experience, driving the regional economy to heat up, and creating a high-quality business environment.
During the festival, the Queen of Spades interactive dance, clown balloon parade, circus art band and other theme parades will be organized to strengthen the linkage between the squares and the interaction with tourists, and create a happy and passionate festival atmosphere.
Plan and launch a series of theme day activities such as family participation festival, filial piety and respect for the elderly, ladies' exclusive day, party building theme day, military participation festival, street participation festival, etc., and jointly introduce preferential measures with participating manufacturers to improve the public welfare image and public appeal of beer festivals.
During this year's Beer Festival Laoshan venue, that is, from August 12 to August 15, the quarter-finals of the King of Glory World Championship and the Sina Weibo Red Man Festival were held in Guoxin Stadium and Qingdao International Convention and Exhibition Center in Laoshan District, where a series of activities will be carried out to achieve integration and interaction with The Qingdao International Beer Festival.
<h1 class="pgc-h-arrow-right" data-track="30" > safety: adhere to the overall planning of various safety work</h1>
Safe festivals are the eternal main theme. Firmly establish the concept of "safety is first, safety is everything", and make every effort to do a good job in public security maintenance, traffic safety, fire safety, construction safety, electricity safety, food hygiene and other work. Further improve the scientific and technological content of security forces, introduce the "urban smart eye" security monitoring system, and realize all-weather monitoring of beer festivals and no dead end coverage. Before the festival, we intensively checked all kinds of safety hazards and organized a number of emergency drills to ensure the orderly operation and smooth holding of the festival.
In terms of epidemic prevention and control, in strict accordance with the requirements of the central, provincial, municipal and district epidemic prevention and control, supervise and do a good job in the prevention and control of the epidemic during the festival, prepare epidemic prevention and control materials, and solidly implement the measures of "wearing masks, measuring body temperature, checking green codes" and the sanitary and disinfection measures of various bars and gardens to ensure that a safe and orderly Beer Festival is held.