Regarding the ubiquitous word "immersion" in cultural tourism projects, Zhang Chuan, the community manager of "Good Place", has his own opinion: "Immersion is to extract the soul."
Slash community in cultural tourism projects
The community of "Good Place" started from 20 19, and later landed in Lv Wen Resort, Sunshine Valley, Miyun, Beijing, where I found the feeling of "bathing, dancing and indulging in mountains and rivers".
The main feature of Beijing Sunshine Valley is parent-child leisure. The appearance of "good place" has brought freshness to this resort. Every holiday and weekend, a group of tourists will come here, sneak into the "Hi Beer Bar" transformed from rural primary schools, practice their voices and bodies, recite lines with a stack of scripts, and some people bring guitars and electric pianos to create music with dignity.
Children and adults who often come here for leisure and vacation will cast curious eyes: there are no performance posters and no one sells tickets. People who participate in rehearsals are also "actors" like passers-by. What are these people doing?
Rehearsal was very busy during the day, and it was not until after nightfall that the "impromptu drama" belonging to this group of weirdos officially began. The quasi-professional stage, sound, lighting and live band accompaniment all look very stylish.
More often, they will use classic scripts, but their lines are often deliberately different from classic scripts.
Among the members of the "Haodier" slash community, there are scientists, engineers, famous chefs, investors, real estate managers, netizens, media people, students, and professional playwrights, directors and producers. These people will improvise their unique professional attributes in their lines when they are in high spirits. When a chef starred in King Lear, he quietly changed the classic line "Ungrateful children are more painful than poisonous snakes' teeth" to "Diners who don't know the taste are more painful than eating the king's rice". It brings us happiness and knowing laughter, which belongs to "food/drama" youth.
Designer Yu Congcong said: "The actors in the impromptu drama are sitting together and feel very warm. The southern tunes are intense, gorgeous, convergent and at a loss. No matter what others think, how do you understand? "
Li Wei, a data scientist, is a veteran player of Good Place. He plays the playwright Mai Sha in The Venetian Beauty @ You Mei: "This play has the familiar structure of Shakespeare's masterpieces, embedded in the current social hotspots, gained knowledge of history and drama, and pondered over the present. The addition of delicious food and beautiful scenery makes people feel more like a feast in Plato's utopia. This subtle sense of self-worth can be addictive. "
Zhang Xuejun, a senior media person, said: "Immersive drama is very popular in cultural tourism projects, and what attracts people is its sense of participation and interactivity. Everyone has a virtual drama time and space, immersed in their respective roles. " Venice Beauty @ You Mei "This is a truly immersive drama, and everyone can participate in it."
Obviously, the gameplay of the "Good Place" community has brought new vitality, new users and increased the stickiness of the project.
In addition to impromptu drama, the "Good Place" community also presents small theater performances such as musicals, theater seats and music concerts in cultural tourist attractions to serve the vast number of tourists. Among them, children's sci-fi musical Interstellar "Listen! The theme concert "Spring" has become a classic repertoire of Beijing Sunshine Valley Resort. In the winter of 202 1, a young parent took two children and drove for three hours to Sunshine Valley. They didn't play anything, just came to listen to the Star Trek musical. Every time I mentioned this, Li Bailun, as one of the community managers, burst into tears.
Drama is the twin of literary travel in different time and space.
Director Li Ruoyi is also one of the directors of the "Good Place" community. Unlike many expressive colleagues, Li Ruoyi is a little shy when she meets strangers and carries a backpack. You can't guess that she is the director, director and producer of musical in the university. Her recent work is the director of the Beijing Winter Olympics theme musical "Snow Elite" and the music director of the epic musical "anna karenine" in China.
As a screenwriter of the musical Star Trek and the aerial drama Venetian Beauty @ You Mei, Zhang Chuan said, "Drama is just a high-end version of playing house. Playing house is also divided into' can play' and' can't play'. "
"Good Place" has gradually changed some people from fooling around to knowing how to have fun. Born in the real estate industry, Li Bailun is a partner of Beijing Sunshine Valley Resort. In the early days of the establishment of the "Good Place" community, Li Bailun claimed to be a "server" and never thought that he would become a player. Zhang Chuan is his bole. In The Venetian Beauty @ You Mei, Zhang Chuan created a character named "Song Xiang" for Li Bailun. Li Bailun is a troupe owner, struggling in the business world with literary dreams. In order to give full play to Li Bailun's advantages in old Beijing, he also wrote a line of Beijing-White Counting Board. This did not even occur to Li Bailun himself. He wrote on a stone tablet in Beijing: "I'll do it! I am the boss, I am in charge of the troupe, and ten people meet nine people ... "Every performance can win applause and applause. Li Bailun's identity as the "owner of Sunlight Valley" and even Sunlight Valley itself have gained more favorable feelings.
Li Ruoyi said: "We took The Venetian Beauty @ You Mei as the drama carrier, and this strong emotional experience made the participants forget themselves. Every drama event will meet different people. "
In the "good place" model, the function of drama is to empower cultural tourism projects. Zhang Chuan said: "The significance of traveling is to meet a twin in a strange place. Drama itself is a twin time and space. "
Food is the key to traveling in different time and space.
Zhang Chuan believes that the user value of traditional tourism is "taking photos at the temple", while the value of cultural tourism is "traveling through different time and space" in a dreamy way. His idea of a "good place" is a magical room. There are hundreds of keys to different time and space hidden in this room. If you touch different buttons, you can walk into different "good places" and experience different lives.
Food is Zhang Chuan's favorite key. He planted a prop in "Venice Beauty @ You Mei"-"You Mei" plum wine is produced in Libo, Guizhou and Yixing, Jiangsu. In the process of impromptu theatrical performances, young men and women in the Qin Dynasty and Venetian merchants in the18th century always break the ancient and modern boundaries and have a drink.
Guan Nan, another screenwriter of Star Trek and Venetian Beauty @ You Mei, has a deep understanding of the immersion brought by "drama+food" to the cultural tourism project: "Improvised drama will use props and multimedia to present the sweetness of plum wine and the beautiful scenery of the plum production area. With the breaking of the identity boundary between the audience and the impromptu performer, the understanding of roles and scenes will be completely awakened, and it will be deeply integrated into the diversified time and space life of the drama, so that it will be integrated into the drama.
"Food+Drama" Helps Rural Revitalization
As a screenwriter and host, Zhang Chuan appears quite detached in every activity of The Venetian Beauty, unlike others. Zhang Chuan's explanation is: "I am a boring person, so I prefer to see everyone interesting."
In fact, Zhang Chuan is trying to make "good places" a new way to activate cultural tourism destinations and help rural cultural tourism get out of the dead end of "blind construction, extensive management and deceptive marketing".
Yang Jintao, Ph.D., University Geography, Chinese Academy of Sciences, is also a player of "Good Place". His understanding of "Good Place" game is more in line with Zhang Chuan's original intention: "Venice Beauty @ You Mei" empowers food processing and promotion with the cultural attributes of primary agricultural products, thus forming a multi-dimensional industrial integration model with brand premium, which is a vivid example of promoting one production with three industries under the background of rural revitalization. "
The fate between Zhang Chuan, Guan An and Meihua began on 20 16. That year, they discovered wild Li Zilin in the poverty alleviation activities in Libo, Guizhou, which promoted and witnessed the transformation of wild plums into high-quality plum wine. The birth of "Good Land" community and "Venetian Beauty @ You Mei" has always served the underlying logic of rural revitalization. Guan Nan said: "A scene, a bottle of plum wine, shows a new form of cultural travel experience in the form of' food+drama', and naturally leads participants into Libo, Guizhou, the origin of plum blossom, in a tasteful, auditory and visual way."
Every kind of food has endless stories to tell. Every kind of food comes from a good place with a story. Serving Tianjin, Fujian, Sichuan, Yunnan and other high-quality food origins and cultural tourism destinations, the "screenwriter+celebrity chef" team formed by Zhang Chuan and Guan 'an is building an IP matrix of cultural tourism according to the "plum blossom" model, so that the road to rural revitalization can be accompanied by food and songs. Zhang Chuan said: "The initial participants in a good local community are the intersection of food and drama. After the community gradually grew. Participants will be a "collection" of food and drama: gourmets, ticket lovers, chefs, food suppliers, farmers, agricultural service providers ... spread food with drama and weave drama stories with food, thus driving the brand value of origin food and cultural tourism destinations. "
March 2022 19 China Culture Daily
The second edition published a special report.
"spread food with drama, write drama with food"
Good place: a literary journey that travels freely in different time and space
Editor: Gou Xiaoqing