On the first morning of the festival, parades from Bavaria, other German states, Austria, Switzerland and France gathered together. People dressed in colorful national costumes and traditional ancient costumes, led by the colorful carriages of the mayor of Munich and the owner of the winery, flocked to the grassland of Delices in a mighty and magnificent way. At noon 12, with the sound of the salute 12, drums and music rang, colorful flags fluttered and voices were boiling. After making a short speech, the mayor opened the first bucket of beer and the Oktoberfest kicked off with boiling cheers. At this time, the beer girl in traditional clothes was holding a one-ear goblet and kept bringing fresh beer to the eager drinkers. Many Bavarians wear buckskin shorts, vests and other national costumes and walk across the street with beer cups in their hands. They shouted "cheers" to everyone, and the atmosphere was very lively, which fully reflected the local national spirit.
Only local beer produced in Munich can be sold at Oktoberfest, so the main characters of Oktoberfest have always been several large local beer houses, such as Bolena, Royal, Oufei and Lion King. Among them, the most legendary beer is Oktoberfest beer named after Oktoberfest. (Chinese transliteration: Oufei Beer) Because this kind of beer is brewed in March every year, it is also called Marzen (German: March) locally. After six months of low-temperature storage, every year at the end of September, the mayor of Munich will personally open the first barrel of Oufei beer and announce the opening of Oktoberfest. At this time, hops splashed, fragrant and delicious, full of thyme. Therefore, Oktoberfest has become the most representative and best-selling beer at Oktoberfest.
10 The autumn in Munich has been slightly cool, and the whole street is decorated with colorful lights. There are hundreds of tents of different sizes in the festival square. The goods sold here are dazzling, and the cries of selling are one after another. People sit together back to back, drink to their heart's content, improvise singing and dancing to the accompaniment of music, and even jump on the table to congratulate each other.
During the festival, beer is served every night until 10: 30, and the band plays pop music at 10: 45 to urge people to leave. At this time, thousands of drunken tourists will protest in unison, and the cleaning women have to put their chairs upside down on the table. For those tourists who refused to leave for a long time, the security guards had to push them to the exit and force them to leave.
On weekdays, Germans give people the outstanding impression that their work attitude is serious and rigorous, they obey orders, they are disciplined and principled, but they seem to lack humor and enthusiasm. However, at the Oktoberfest in Munich, people can find the other side of German vitality and enthusiasm. In particular, Bavarians' persistence and pride in their own culture and traditions have left a deep impression on people all over the world.
This festival is called one of the biggest festivals in the world, attracting more than 7 million tourists and drinking more than 6 million liters of beer every year! Everyone's impression of the Germans is actually so hospitable. The Oktoberfest, which lasts for 16 days, sets up a large tent that can accommodate tens of thousands of seats in Teresa Square every year to provide beer and German cuisine for tourists; Amusement facilities such as Ferris wheel are erected outside the tent, and parades and folk activities in medieval costumes are interspersed from time to time in the venue.
No nation in the world loves beer more than the Germans. Judging from the data alone, the extent of their "binge drinking" is surprising. According to the statistics of Munich Tourism Bureau, the biggest festival in the world ate an average of 200,000 sausages, 600,000 roast chickens and drank 6 million liters of beer. During the two-week Oktoberfest, Germans ate and drank a total of 13528 kilograms of food, enough for one person to eat 10 years. In 2003, about 6 million people crowded into 65,438+04 tents on about 365,438+0 hectares of grassland and drank about 5.7 million liters (1500,000 gallons) of German beer. The beer greenhouses in Teresa Square are all temporarily built, each with an area of about 2,000 square meters, with independent stages and beer sales counters. People sit on traditional long benches and wooden tables, enjoying world-famous German beer and roast pork legs with local characteristics. In addition to drinking, the streets are covered with lanterns and colorful decorations, and the parade composed of seven major wineries in the city has also taken to the streets to sing and dance. There are also many folk activities, such as concerts and circus performances, as well as many selling stations and amusement facilities, such as merry-go-round and ferris wheel. Beer was served until 10: 30 in the evening, the band played songs urging people to go home, and the activities in Teresa Square ended at 1 1 in the evening, but many tourists still lingered, and many people moved to pubs that were open all night. Approaching the venue of Munich beer tent, you will see more than a dozen large beer tents jointly opened by well-known beer companies and restaurants. Although they are all called tents, each tent is like a small dome, because the project is as huge as building a house. In order to accommodate thousands to tens of thousands of people every night, each beer house tries its best to meet the needs of different tourists. From mid-July, it began to build a giant shed, which was decorated both inside and outside. A dozen beer sheds can accommodate more than 90,000 seats. Every beer producer will display his beer in the tent. Everyone will sing and dance in the beer shed and eat roast chicken, grilled fish and giant German bread pretzels. In addition, many beer sheds also have a stage for bands to perform. Every night, bands will perform some familiar German songs, as well as parades and traditional songs and dances in medieval costumes. However, the most attractive thing is that there are many kinds of amusement facilities suitable for the whole family outside the beer shed, such as merry-go-round, pirate ship, rotating beer barrel, rotating swing, roller coaster, haunted house and other amusement facilities, as well as small stalls providing German imperial food for tourists, so that people of all ages can have a good time at the Oktoberfest! In addition, at night, colorful lights illuminate the whole venue, and you can feel that Munich is more beautiful at night. The giant Ferris wheel is the best place to overlook the Oktoberfest venue. Qingdao International Beer Festival, 20 years old, has grown into a young man in his prime.
From a local festival to the first beer festival in Asia, the development of Qingdao Beer Festival is in line with the pace of Qingdao's economic and social development.
"I can't drink foreign beer in the first few quarters." Gao Zhong, a Qingdao citizen who has participated in the drinking contest since the first Oktoberfest and won the championship eight times in a row, told reporters bluntly that with the internationalization of Oktoberfest, he has been able to drink more and more international brands of beer.
It is reported that the first Oktoberfest was held in the southwest corner of Zhongshan Park on 199 1, sponsored by Tsingtao Brewery Group, and most of them came from some beer producers in Laizhou, Weihai and other provinces.
Zhu Quansheng, a Zibo native who participates in Oktoberfest every year, has no deep impression on the first three Oktoberfest. He accurately remembers that the first time he drank imported beer at the Oktoberfest was at the 4th Oktoberfest on 1994.
Since then, more and more foreign beers have appeared at Oktoberfest. In 2006, the 6th Oktoberfest1introduced 45 beer brands, including 4 1 foreign brands.
"Tsingtao Beer Festival is becoming more and more international," said Ma Geng, a researcher at Qingdao Academy of Social Sciences, after comparing beer brands that participated in the festival in 17.
People attending the Oktoberfest also have more international faces. Former Australian Prime Minister Hawke once set a record of 1 1 sec for drinking1420ml beer when he was young. At the 200 1 Oktoberfest, Gao Zhong told him face to face that it only took him more than 8 seconds to finish 1500 ml beer. Hawke smiled: "I am old, not as young as before."
The reporter found that I don't know from which session, the photos of foreign girls or boys holding large glasses of beer began to occupy the core position of the publicity report of the opening ceremony.
Throughout the changes of Oktoberfest, civilization and rationality are obvious.
"At that time, bicycles stopped for a long time, and many motorcycle owners took the opportunity to solicit customers to make money. This is like a market. " Ma Gengcun, who has never been to Oktoberfest, told reporters that most people go to Beer City by car, taxi or bus.
With the change of vehicles, the traffic order has also made a qualitative leap. In the past, cars were crowded and sometimes collided and scraped. Nowadays, the traffic in the beer city is orderly, and the civilized quality of citizens and tourists has improved significantly.
Social progress can be seen between drops. Wang Desheng, who has been in charge of the sanitation and cleaning of beer city for ten years in a row, said that tourists respect them more and more, and people began to take the initiative to throw garbage into the trash can.
"If Beer City doesn't work, it's the hangover room." Lin Xingyu, chief consultant of Oktoberfest, told the reporter that the organizing committee of Oktoberfest set up a sober-up room for humanitarian reasons. Because some people drink more and more civilized and rational, Beer City decided to cancel the sober-up room.
The reporter also learned that Beer City will set up a charity shop in the city for the first time, and all the proceeds from the charity sale of celebrity calligraphy and painting, handicrafts and gifts donated by all sectors of society will be used for public welfare undertakings.
In addition, the entertainment projects in Beer City have also increased a lot. In addition to the original 16 amusement facilities, "2007 Beer Carnival" also added 17 amusement equipment and 17 game booth worth nearly 300 million yuan. Compared with the earliest stall game of "trapping a gadget with bamboo", the "play" here has entered the international first-class level.
There is a Oktoberfest souvenir sales shed at the east gate of the Beer City. Miss Li, the manager, introduced a red Xiao Mu beer barrel to the customers in detail. In the meantime, several citizens bought several sets of bottle openers with unique styles.
"Oktoberfest souvenirs were produced later." Lin Xingyu said that in addition to the first Oktoberfest hosted by enterprises, the subsequent Oktoberfest has been transferred to the name of the government and held by the government. With the deepening of the reform concept, Oktoberfest began to gradually introduce partners and adopt a government-led and market-oriented operation mechanism: ticket sales were contracted by specialized companies; The evening performance is undertaken by a professional company; The amusement facilities in Beer City are also introduced and operated by some companies.
17 years later, from the early 1990s, when the reform wave was surging, to today, the market-oriented thinking has deeply penetrated into the business philosophy of Oktoberfest. 10 years ago, who dared to implement the differentiated pricing strategy of 10 yuan during the day and 20 yuan at night?
International Oktoberfest is also an international business opportunity. Peng Bin, general manager of Qingdao Hezhi Enterprise Company, met several old customers at the Oktoberfest. Mr. Jin of South Korea Milin Co., Ltd. mainly deals in agricultural and sideline products, and met him at the Oktoberfest in 2004. Since then, Peng Bin's garlic shoots and carrots have changed from domestic trade to foreign trade and exported to South Korea through Milin, with an annual trade volume of tens of millions of yuan.
The 19th Qingdao International Beer Festival in 2009 lasted 16 days, with 102 beer varieties. —— Beijing Xiedao Group
Project background
Beijing International Beer Culture Festival is jointly organized by Beijing Xiedao Group and Schottenhamel Co., Ltd. Co KG (the oldest tent running the Oktoberfest in Munich) cooperated to bring the most primitive Oktoberfest in Germany to Beijing, take root in Crab Island, make beer, carnival and carnival the main characters of the festival, and let people feel the warm atmosphere of the festival and the enjoyment of beer and food. The Beijing International Beer Culture Festival is the same in scale and form as the Munich Beer Festival in Germany. Oktoberfest has a history of nearly 200 years in Germany, and it has been held for 176. Oktoberfest brings nearly 955 million euros in revenue to Munich every year, which not only brings a lot of income to beer manufacturers, but also greatly promotes the development of local tourism and economy.
Under the background of the current financial turmoil sweeping the world, large-scale international activities such as Beijing International Beer Culture Festival organized by Beijing Xiedao Group can effectively stimulate domestic demand, stimulate consumption and solve the employment problem of tens of thousands of migrant workers. Oktoberfest not only has great social and economic benefits, but also brings great business opportunities to Beijing's tourism, hotels, restaurants, transportation, entertainment, shopping and many other industries. It is of great significance to promote cultural exchanges between China and foreign countries, attract foreign investment, introduce foreign advanced technology and management mode, and further enhance Beijing's influence as an international metropolis in the world.
Project overview
The Oktoberfest project covers a total area of 625 mu, including 2 10 mu of woodland parking lot (parking vehicles 10000 vehicles); The main venue covers an area of 4 15 mu, and the main building is 1 1 light steel vacuum glass greenhouse, which can accommodate 10000 people for dining and celebration. In addition, supporting service building facilities such as control center, medical center, safety command center and operation command center will be built. The construction period of the project is expected to be 2 10 day, with a total investment of 654,380+0.5 billion yuan. Oktoberfest activities are planned to be held at any time from July 17 to August 16 every year for 30 days. During the activity, it is also the peak tourist season in Beijing, spanning the summer vacation of students and the traditional Qixi Valentine's Day in China.
Socio-economic performance
Holding Oktoberfest can attract nearly 1 10,000 social idle laborers, especially migrant workers. In addition to the project-related executives, all other post personnel use the surrounding rural labor force. Although he is a temporary worker, his income is very attractive. It is estimated that every migrant worker hired for one month during the Oktoberfest will get about 5000- 1 10,000 yuan/person in direct economic benefits.
Holding Oktoberfest in Beijing with the same scale and form as Oktoberfest in Munich, Germany, its social and economic benefits are at least equal to those of Qingdao Oktoberfest (the tourism market advantage of Beijing's 6,543,800 permanent residents is incomparable to Qingdao). With a conservative budget, the first Oktoberfest will attract more than 3.5 million tourists, with an operating income of 654.38 billion yuan and a tax payment of 654.38 billion yuan. At the same time, according to the economic coefficient of 1: 4.5, Oktoberfest will bring more than 4.5 billion yuan of economic benefits to related industries. After the regular operation of the Oktoberfest, the popularity of the event and the formation of the brand effect (about the third session), it is estimated that the number of visitors will reach 4 million, the output value will reach more than 2 billion yuan, and the tax will be paid more than 300 million yuan.
Holding such a large-scale Oktoberfest in Beijing will not only bring direct economic benefits, but also promote the economic development of the whole society. The related industries driven by Oktoberfest have rich economic benefits. Oktoberfest in Munich has a history of more than 200 years, receiving 6.8 million tourists every year, with a total income of 955 million euros, of which the direct income of Oktoberfest is 449 million euros, the income of hotel accommodation is 306.543 billion euros, the income of catering, shopping and transportation is 205 million euros, and the income of other consumption is 449 million euros (data comes from the official statistics of Oktoberfest in 2003). In 2006, the average occupancy rate of major star-rated hotels in Qingdao reached over 95%, and Oktoberfest received 3.4 million tourists, which brought huge chain economic benefits to the department stores, restaurants, transportation, logistics and other industries, and even greatly promoted the substantial growth of household appliances, real estate, automobiles, telecommunications, banking, finance and other industries. The income of related industries directly brought by Oktoberfest tourists reached 600 million yuan.
Obviously, the social and economic benefits of the Oktoberfest project are considerable. At the same time, the project construction unit will go all out. With the strong support and help of governments at all levels, the project process will be promoted in an orderly manner according to the established goals, and the project will be built into a leading large-scale international brand festival in China as soon as possible, making positive contributions to accelerating the construction of the capital city and society and promoting the prosperity and development of the capital.