One-in-a-hundred tourist attractions planning scheme

At the invitation of Chengdu Housing Authority, Xiong Daxun Tourist Attractions Planning Co., Ltd. carried out overall urban planning for the urban management project of the old city reconstruction in Wenshuyuan area.

Look, smell and ask questions

After two days' exploration, I got a preliminary understanding of the project: Wenshu Temple is one of the top ten Buddhist temples in China, located in the north of Chengdu, and the temple is named Kangxi. There is Xuanzang's skull in the temple, which is the treasure of the town temple. Covering an area of 41 mu, it is surrounded by houses rebuilt in the old city. The municipal government's hope for the project is built according to the standards of city business cards.

During the inspection of the project, I found an interesting phenomenon. As a famous Zen temple in the central and western regions, Wenshu Academy is very fragrant, but there is a big landscape in the temple that makes people feel deeply: thousands of bamboo chairs are lined up everywhere, people are buzzing and tea is fragrant. It turns out that this place is the largest open-air tea room in Chengdu. Incense and tea * * * exist, and I sum up this phenomenon as "Buddhism is boundless and fire and water are compatible".

At the same time, the reconstruction of Chengdu's old city also included Kuanzhai Lane, Daci Temple and Wuhou Temple Street in the center of the city, which were mainly based on western Sichuan culture, and the projects were in full swing. Therefore, we must look at the project from the commanding heights of the city, and it is imperative to sort out the culture and history of Chengdu.

as a central city in western China, Chengdu ranks among the best in education and science and technology in China, but it is a land of abundance and an ancient capital, but it exists as a tourist transit city rather than a tourist destination. Tourists usually stay in Chengdu for only one day and then transfer to other places.

Therefore, the municipal government hopes that the old city project of Wenshuyuan will shine brightly and become a symbol of Chengdu tourism, and then become a business card of Chengdu.

integrate the in-depth thinking in the past few days and carry out thinking explosion. Finally, I explained to the leaders of Chengdu municipal government my planning ideas for the project:

"To be a symbol and business card of Chengdu, we must comprehensively check and take stock of Chengdu's tourism resources, carry out super integration and linking, and form an engine resource allocation. Therefore, we must sort out the historical and cultural resources of Chengdu in a targeted manner. "

"First of all, Chengdu is China's poetic river and lake. Poet Li Bai was born in Jiangyou County, Sichuan Province, and poet Du Fu lived in seclusion in Chengdu Du Fu Caotang. Sichuan is a big province of poetry. The modern Chengdu poetry scene was once in the 1981 s and 1991 s, and it still maintains a very vigorous momentum. "

"There was a Shanghe Guild Hall in Chengdu two years ago, which was very famous all over the country. Art plus real estate, artists engaged in composite real estate is the first in China. There is a saying that eating without meat is better than living without bamboo. It shows the prosperity of Chengdu's painting style! "

"In addition, Shishi in Chengdu is the earliest government-run school in China. According to our interview with the deputy director of the Municipal Administration of Religious Affairs, golf, bowling and polo, which are popular all over the world, were first invented in ancient Chengdu, and the leisure atmosphere was born! "

"Mahjong culture in Chengdu is extremely developed. Mahjong is a national fitness sport in Chengdu, and mahjong tables with automatic card sorting can be seen everywhere on the street. One of the most popular jokes in Chengdu is that if you fly over Chengdu, you can hear the sound of playing mahjong and shuffling cards below. "

"What's more delicious than' eating in Guangzhou' is' taste in Chengdu'. Guangzhou cuisine is more nutritious, while Chengdu cuisine is more delicious: Zhong dumplings, Lai Tangyuan, Korean steamed stuffed bun, Chen Mapo tofu, husband and wife's lung slices, dragon wonton soup, rabbit meat ..."

"There is nothing inconvenient in Chengdu. There are shops on every road, and everyone has a market, and the business is developed.

"Nongjiale is a great invention of Chengdu citizens' culture. If you spend 15 or 21 yuan, you can take care of food and play with bags in suburban farmers. The city people breathe fresh air, the farmers earn a lot, and the gap between urban and rural areas is narrowed. The creativity of Chengdu people in leisure and entertainment is really amazing. "

"Chengdu's consumption level is very low. According to Chengdu people, there seems to be no big difference between those who earn over 11,111 yuan a month and those who earn 211 yuan a month, and they can all enjoy their different leisure lives. Because leisure has reached the temperament in the bones, it all reflects the law of paradise life in which all beings are equal. "

"What's it like to pluck your ears while listening to Sichuan Opera? Chengdu people never need to sit still, Chengdu people themselves are dramas! Eating and drinking Lazarus means singing and playing!

"It's very enjoyable to ride a bike in Chengdu, and the road is smooth and easy to walk. It's very casual to put a sunshade on the handlebar. There is also a once-popular "ear-leaning" car, which is an ordinary bicycle with a unicycle trailer on the right, just enough for one person. Walking with the old couple can not only save physical strength, but also accompany them, which is a great landscape and thus popular throughout the country. "

"The businesses with the word' Lao' in their names are booming, and those with foreign names are closing down one after another. This is an interesting and unexplained phenomenon in Chengdu's catering industry and bar industry."

"The number and quality of books written by Chengdu people are amazing. Books that can't be bought in the whole country can often get what they want here "

" After the changes of the times, the center of Chengdu has remained unchanged for 2311 years, and the name of the city has remained the same, which is unique in the history of China! Playing, playing, singing and singing, Chengdu is a harmonious place between Yangchun Baixue and Xialiba people. Culture and life are integrated with each other, and it has gone through thousands of years with a unique civilian culture. What Chengdu exudes is not the mystery and strangeness of Sanxingdui, the historical dust of Wuhou Temple, the coquettish words of Du Fu's Caotang, the folk customs of playing mahjong for all, the history of Dujiangyan, the gag of Longmen Array, but the combination of all these, which is a kind of' Zen' that imitates nature. "

"Over the years, people have been happily looking for their own position for Chengdu, but it is often the official opinions that can surface, and nothing can be done about the' colorful capital, food capital'. It's even more puzzling to hear that a statement of "Oriental Garden of Eden" has been put forward recently. In fact, Chengdu's culture is most prominently manifested as an atmosphere of "integration". Everyone can't agree on the positioning of Chengdu, but everyone agrees that Chengdu is a civilian culture. This kind of civilian feeling is a kind of life between Yangchun Baixue and Xialiba people. Why does everyone feel that life here is very suitable for them when they come to Chengdu? It is the feeling of "middle" and "harmony" provided by civilian culture, which is the result of the "integration" of secular and other things and the promotion. Here, the integration of religion and secularism, culture and secularism, and bureaucracy and secularism is a happy paradise, which is most suitable to be summarized by a word' Zen'. "

Buddhism is boundless

"If you stay in Chengdu for a period of time, you will find that Chengdu has done the most thorough compulsory education for thousands of years. How can you see it? When you look at the real estate in Chengdu, you will be surprised to find that the marrow in China's landscape paintings has been completely moved to the real landscape, and it is vivid and vivid, which is beyond the reach of cities all over the country. "

"why? Because Chengdu's cultural heritage is not only reflected in the elite, but also deeply hidden in the secular classes such as folk craftsmen from generation to generation. Because of long-term cultural infection, these people at the bottom can laugh and curse, which is the real' soul' of a city. Several bosses and designers can have high taste, and the real estate can be roughly tasteful, but it takes a lot of effort to make every grass, tree, sand and stone, that is, it must have the ingenuity of a large group of people who build bricks and tiles. This is what Guangdong and other regions can't do with no amount of money! This kind of cultural popularization comes from the idea of infinite integration and practice advocated by' Zen'. "

"The true ancestor of Zen Buddhism was Huineng, the sixth ancestor. It was this illiterate woodcutter who completely popularized Zen Buddhism. If you don't write words, don't pass them on to others. Wine and meat pass through the intestines, but the Buddha stays in his heart. Green bamboos are nothing more than prajnaparamita, and gloomy yellow flowers are nirvana. Zen regards eating and drinking Lazarus as a practice, emphasizing epiphany in life and obeying human nature to improve self-cultivation, which is exactly the same as Dujiangyan's practice of "low weir, deep scouring beach" and benefiting all beings. "

"In addition, this enterprising method of Zen culture provided the ancient literati with a yuppie life not far from the world of mortals and close to nature, so it was quickly combined with' Qinqi calligraphy and painting poetry hops' to form a Zen culture system such as Zen poetry, Zen painting, Zen books and Zen music. At the same time, this package of things has been carried forward after the efforts of wave after wave of envoys to the Tang Dynasty. The dry landscape layout, flower path, kendo and chess path of Japanese Zen temples are all the essence of Zen art! "

"Therefore, it can be said that using' Zen' to summarize Chengdu's urban culture is a fine stroke. It is not only inherited, but also inclusive of Chengdu's civilian cultural and leisure life atmosphere, and it is international, and it has become the representative of oriental culture in architecture, art and religion. By extending the Buddhist culture of Wenshuyuan in this case to Zen culture, we can gather Chengdu's complicated cultural life resources, and at the same time, with the unparalleled inclusiveness of Zen culture, integrate them into the cultural lettuce of ancient and modern China and foreign countries, and make a big meal of tourism culture in the Zen culture cauldron with Chengdu as the background and Wenshuyuan as the basic point! "

"For this reason, our positioning for the Chengdu Wenshuyuan project is' China's first city Zen Forest', which means many things, with peanut trees and warblers flying around, symbolizing a rich collection of leisure culture. The Wenshu Academy was originally a Buddhist temple. Now, if you want to make a business card of the city, you need to jump out of the courtyard door to blend in with the outside world. "

"Looking at the urban tourism culture in China today, there are shanghai new world in elegance, Confucius Temple in Nanjing in folklore, Lingyin Temple in Hangzhou in Buddhism, and Zen culture and Zen forest landscape, which are international, secular and cultural tourism projects, are lacking. In addition, before we entered Chengdu, the crew of CCTV's Western Channel had recorded a program in Chengdu. After visiting all the mountains and rivers in Chengdu, they summed up a positioning for Chengdu, which was later unanimously praised by Chengdu cultural people, called' Paradise Chengdu'. This positioning can be described as a perfect combination of Chengdu's Buddhist culture and secular culture, which is similar to our positioning. "

"In the process of further verifying the positioning accuracy, it was unexpectedly found that there is a buddhist nun named Aidaotang who belongs to this project not far from Wenshu Institute, and his host is Master Longlian, who is recognized as the first bhikkhuni in the world, and his disciples are all over the world, attracting the pilgrimage of all beings in the world every year. This unexpected news undoubtedly greatly increased the weight of' China's first city Zen Forest'. In addition, Manjusri, the master of patriarchal clan, is also an enlightened monk, who has been committed to the secularization, living and internationalization of religion. And has a very strong business sense of joining the WTO. He once dug an underground palace inside the Wenshu Academy, and built different spiritual houses for people to hide their ancestors' ashes like selling houses, which not only benefited all living beings, but also increased the income for the temple, and his business was extremely prosperous. It is a wonderful plan. "

"Therefore, taking the Zen forest with world meaning and popular meaning as the development orientation of Wenshu College is the best in the" unique, first and single-minded "three-one project. And its extensibility is also very good. At the same time, this positioning can also integrate the Shanghe Club, which is located in the north of the project. Because the developer is an artist, the literati can't do business for ten years. At present, it has become a dead plate. Through the injection of the concept of' China's First City Zen Forest', this well-known national asset will be properly integrated and re-operated, which will not only bring it back to life, but also add an alternative color to the project itself. "

"In addition, I would like to talk about my own ideas about the scheme of Standard Company. I have seen your plan, which is very detailed and comprehensive, and reflects the ability of a professional real estate consulting company. But why didn't the plan convince the government? I think this may be the problem. In your plan, the positioning of the Manjusri Academy project is' Manjusri is a city in the city, and Zen is beyond the sky', which looks like the atmosphere, but it is actually too big to be appropriate. It can be seen that you want to make the project a symbol of Chengdu and surpass shanghai new world's ambition. However, this statement is unclear and incomprehensible. It's like a couplet rather than a hit-and-miss advertising slogan. Lack of uniqueness is not as clear and effective as the' China City No.1 Zen Forest', which is more attractive and universally appealing. "

Building a "paradise of the world"

After combing my planning ideas, everyone's eyes suddenly lit up. Seeing that everyone was excited and accepted this positioning, I quickly expanded the positioning: "Buddhism is a serious culture with a high penetration rate. It is common for the public to use Buddhism for project positioning, and it is difficult to integrate with modern life. To be successful, a tourism project must have a good connection with modern life in addition to its cultural connotation. Therefore, there are many advantages in using Zen culture to locate the project. First, in the eyes of many cultural figures, Zen culture actually represents the highest realm of oriental culture, and its cultural connotation is extremely rich; Second, non-Zen culture can not integrate Chengdu's civilian, literary and diversified leisure life characteristics; Third, Zen culture has developed all over the world. Through the propaganda of artists, it has been combined with the material life and spiritual life of modern people through chess, piano, calligraphy and painting. "

"So, we can make many articles on Zen culture. For example, the surrounding plots centered on Wenshuyuan in this project can be built according to the style of Japanese Buddhist temples. It is not that our temples are not as good as others, but that Japanese Buddhist temples are better preserved and developed than China temples, which is more in line with modern people's simple aesthetic tendency. "

"So how can the Wenshuyuan project become a business card of Chengdu city image and an engine of leisure economy on this basis? First, clear the field. Taking the Japanese Zen Temple as the overall architectural style and connecting it together makes the project feel refreshing physically. Use architectural symbols such as dry mountains and rivers, pine trees, stone lamps, cloisters and mountain gates in the courtyard. In terms of format planning, the original funeral supplies around Wenshuyuan and other formats that make people feel bad should be moved out and resettled. After talking about so many cultures in an all-round way, and now proposing to clear the field here, you may ask such a question-after the clearing, do you want to build a clean Buddhist holy place? No, if you do that, you will be engaged in art rather than business planning. "

"The project must make money. To make money, it must be popular. To be popular, it must be ostentation and extravagance. The key to ostentation and extravagance is to make the scene bigger. Remember, the more leisurely people live, the more interested they are in crowded places. How to gather popularity? China is definitely a university. My experience is, take the Spring Festival party as a model, make the project look like a Spring Festival party, get all the seven dizzy and eight elements together, invite three aunts and four aunts, and make sure to sell! Don't underestimate the Spring Festival Gala, which is the most creative and effective brand in China! If you can sell advertisements, you can earn at least 211 million in four hours! And its marginal benefit is enormous! For example, organize the evening drama crew, set up a' Spring Festival Gala' art troupe, gather artists from 2118, and bring wonderful programs from history to perform all over the country and even all over the world. Its sensational effect and brand effect definitely far exceed.