Qingdao is a beautiful coastal city and the only partner city of the 28 Beijing Olympic Games. The Olympic Sailing Competition will be held here. With the help of the sails of the Olympic Games, it is a rare opportunity to hold festivals suitable for it, which will enhance the cultural taste of the city, promote economic development and promote the prosperity of tourism. Since 21, the Licang District Government has made great efforts to conceive and organize such a festival. After five years' practice, the Qingdao Folk Culture Festival was founded after successfully holding four sessions of China Qingdao Flower Appreciation Fair, and a way of organizing festivals by integrating local unique folk culture resources and operating in a market-oriented way under the guidance of the government was found.
first, clear up the development ideas and find out the development advantages
after the new division of Qingdao, in order to create their own new image of regional culture, all districts and cities have invested a lot of manpower and financial resources in creating regional festivals and tried their best to compete for the strategic commanding heights. For example, the Sugar Ball Club in sifang district, the Radish Mountain Club in the north of the city, and the Ocean Festival in the south of the city … This cake of tourism culture has a very attractive charm! What are the advantages of Licang District? It is a problem that we study and discuss. From the traditional geographical point of view, after the new zoning, Licang District is faced with the embarrassing situation of scattered and broken tourism resources: there is a sea (Jiaozhou Bay) in its west, but it has long been swallowed up by factories, expressway and residential areas; There are mountains in the east, but they are only a part of the western edge of Laoshan Mountain, and the landscape resources are relatively broken. It can be said that there is only the name of mountains and seas, but it is rare for mountains and seas to benefit. Therefore, we have to find another way to recombine the unique resources and create our own brand products. After full investigation and demonstration, we found that there are two advantages in Licang District, one is the vast hinterland, and the other is that there are many ancient sites and cultural relics.
From the first advantage, the land with the advantage of backwardness in the eastern part of the location is roughly equivalent to the area of sifang district, and there are many natural flowers. Since the Ming Dynasty, pears have been abundant here, and pears are like snow in spring; In the east of Licun, there is a famous 1,-mu peach garden, and the Peach Blossom Festival was held in the former Laoshan District. After contracting barren hills, villagers in Shimeian introduced and cultivated tens of thousands of plum blossoms and built the largest plum garden in northern China. Hundreds of acres of azalea have been found in Hongshibizi in Daijiabei Mountain, which is a rare wild flower landscape in our city. There are also cherry flowers, honeysuckle, pepper flowers, wild hibiscus and so on. These flowers are close to residential areas, and the transportation is convenient. They are suitable for the general public to watch freely during the outing season around Qingming Festival, and most of them are not tired of tickets. In view of this advantage, we founded the "22 China Qingdao Flower Appreciation Fair".
the second advantage is that there are some cultural relics scattered in our area from the Shang and Zhou Dynasties to the early Republic of China, which were damaged to varying degrees in the past social unrest. This is a burden of local culture, but as long as it is handled properly, it can turn decay into magic and add icing on the cake for the development of tourism.
Second, tap the historical and cultural integration of cultural resources
Flower viewing is a cultural activity, which has three levels. First, it is a traditional flower viewing activity; Second, it is a kind of mass participation cultural activity with flower appreciation as the background and carrier; Thirdly, it is a cultural means to reveal local cultural traditions and promote the development of tourism economy. It focuses not only on economic benefits, but also on social benefits, so we should work hard on history and culture.
In Licang District, there are three sites left by Dongyi people in Shang and Zhou Dynasties 3, years ago (namely, the site of "Ancient City Top" in Shimei 'an, the site of Yanggezhuang and the site of Shangwangbu), several abandoned and misappropriated Taoist buildings, the memorial archway of Wang's fame in Dazaoyuan Village, which has been barely preserved after vicissitudes of life, and Yujiaxiahe Village in Xiangu Tower, which was listed as one of the top ten scenic spots in Qingdao in the 193s.
accordingly, the district government implemented the cultural relics protection project, with the help of the higher authorities, allocated 4.9 million yuan to restore Mingzhen Temple, and allocated special funds to restore the memorial archway of Dazaoyuan and Xiangu Tower of Yujiaxiahe Village, and at the same time, protected and excavated the site of Dongyi people in Shang and Zhou Dynasties at the top of the ancient city.
We ask relevant scholars to sublate the ideological content embodied in these cultural relics and find something more scientific, democratic and humanized. For example, the view of truth and clarity mainly reflects historical changes through the rise and fall of religious facilities, especially the destruction of religious facilities during the Japanese invasion of China, which inspires people's patriotism. For Xiangu Tower, whose family lives in the river, it is to get rid of the dross of feudal superstition, which is reflected in the tragic color of Gengnv's resistance to feudal arranged marriage. For the "Ancient City Top", it mainly highlights its historical value in Qingdao as a site of Dongyi people in Shang and Zhou Dynasties. For the Wang memorial archway in Dazaoyuan, it mainly preaches that the Wang family attaches importance to education and the legendary Wang Yi's upright and outspoken character. For Kang Youwei, it mainly shows his position as a thinker in the history of modern reform thoughts.
At the same time, increase the development of flower resources, and introduce high-tech water lilies and lotus flowers into Baiguoshan Scenic Area in Bijia Shangliu Village to form a modern agricultural industry integrating viewing, scientific research and food. At present, there are more than 18 varieties of water lilies, more than 58 varieties of lotus flowers and more than 26 varieties of other aquatic plants planted here, which is the place with the largest and most complete varieties of water lilies and lotus flowers in China. In 22, it cultivated 1 drought-tolerant water lily varieties through genetic genes, with independent intellectual property rights. On the basis of a large scale, the Ninth National Lotus Exhibition was held in 25, which was a great success. On this basis, three cherry ditches were opened in Baiguoshan Scenic Area, which is upstream of Bijia. After enjoying the flowers, you can taste the first natural fruit. Accordingly, two tourist routes have been initially opened in Licang District.
Third, focus on the participation of the masses, and hold cultural activities
We hold festivals so that the masses can * * taste the fruits of reform and development, and * * * enjoy the joy brought by economic prosperity. Mass cultural activities are on the rise at the flower viewing party, and the gongs and drums teams in Bijia Shangliu Village, Xinghua Road Community and Dongxiaozhuang Community, the art programs in the children's center, the elegant demeanor of the elderly model performance team, and the performances of the Korean Dance Art Troupe are all on festivals.
Due to the strong pull of festivals, the articles on flower appreciation are getting bigger and bigger. People come to enjoy flowers by car or on foot, which is full of rare wild interests in modern cities. In particular, the organizing committee organized and sponsored two sessions of climbing and flower viewing tours, which included climbing Mount Daijia, exploring Sanqing Cave, viewing the mountain red, viewing the Millennium ginkgo tree, visiting the Bamboo Temple, listening to legends and stories, and inviting participants to give their opinions on the construction of the scenic spot. There are more than 1, climbers every year, which not only enriches the content of mountaineering activities, but also publicizes new scenic spots in our region.
Fourth, sum up experience, continue to explore, and make the folklore brand bigger and stronger
Because of the advancement of urbanization, the natural flower resources in our region are gradually shrinking, forcing us to open up new doors and look for new festival highlights. In 26, on the basis of summing up the experience of previous successful flower viewing sessions, Licang District Party Committee and District Government launched Qingdao Folk Culture Festival, with the title of "26 China Qingdao Flower Viewing Session and the First Qingdao Folk Culture Festival", and introduced three folk activities, namely, Licun Cultural Collection, "Enough Poker Competition" and Mingzhen View Folk Culture. The purpose of the first item is to find a carrier for holding festivals as the main venue from the traditional century-old concentration, and to package traditional commercial fairs with modern cultural concepts; The purpose of the second item is to promote cultural brands with local characteristics; The purpose of the third item is to prepare for the restoration of Mingzhenguan Temple Fair.
On April 8th, the opening ceremony was grandly held in Licun Cultural Square. The opening ceremony, which was attended by CCTV's "Liyuan Challenge" column, was attended by more than 2 actors, and there were many famous local operas, which caused a great sensation in Qingdao. The program named by our district was broadcast to the whole country in two episodes for the first time, which expanded the popularity of our district.
during the four-hour performance of the art program, the venue was orderly, the audience consciously observed discipline, and no one quit halfway, which reflected the good spirit of the people in our region and was widely praised by CCTV and the news media. They said that we have traveled all over the country and have never seen such a civilized audience. This is the result of the construction of three civilizations in Licang District for many years, and it is indeed a model today when we advocate the socialist concept of honor and disgrace.
Li Cun's great collection was first published in Jimo County Records in Wanli period of Ming Dynasty. After Germany occupied Qingdao, it was the junction of urban and rural economy and the integration of Chinese and Western cultures, and accumulated rich folk culture in the past 1 years. The organizing committee set aside an area of 12, square meters west of the 38 National Highway Bridge to attract foreign investment, attracting more than 1 commercial stalls from all over the country. The rally lasted for 7 days, including one day and one day. There were flowers and birds, rare stone root carvings, cultural relics books, small handicrafts and local snacks, and various folk talents were displayed. The popularity is strong and the atmosphere is lively, which has achieved good economic and social benefits.
On the east side of the commercial booth of Daji, the organizing committee set up an open-air stage to perform local operas every day. The operas include Luo Shan Ji, Liu Qiang Zhao Meirong Watching Lights, and Lu Opera The Story of the Wall. Residents nearby are attracted by the long-lost traditional operas. Every day, more than an hour before the opening ceremony, benches are filled with thousands of people. Many old people say with emotion that this time it really reproduces the early scenery of Licun Daji.
due to the momentum of the festival, the off-season that was originally a gathering day in spring has reached a climax, and the number of people going to the market has reached more than 5, every day. The residents of Cangkou, Chengyang, Laoshan, Sifang, Shinan and other districts come here, bringing people, logistics and information to the entire Licun business circle, which has boosted the development of local tourism. The matching preferential shopping week is also very profitable. Statistics show that it earned 3 million yuan on the opening day.
The biggest sensation caused by this "one session at a time" is the first "enough" poker competition in China. "Enough" poker game originated from Cangkou Square in our district in the 196s. The rules of the poker game reflect the thoughts and feelings of contemporary China people. Because of its unique team spirit and democratic pursuit, as well as the characteristics that it is not suitable for gambling, it quickly spread throughout the country and overseas in half a century, which is a cultural wealth of our region. The organizing committee launched this project, the short-term goal is to make it "enough" and "recognize one's ancestors and return to the ancestral home", and to clarify people's vague understanding of its birthplace for some time, and the long-term goal is to create a cultural brand of Licang folk customs.
after the news came out, dozens of newspapers, television and radio stations all over the country reprinted it, and there was a sudden surge of discussion on the internet, with many supporters. Therefore, Lianzhong website has carried out essay-writing activities. Shandong Satellite TV first conducted an interview report, and enthusiastic viewers from 13 cities called to express their support. In the interactive column of News 6 of Qingdao TV Station, the on-the-spot support rate is as high as 85%. China Culture Newspaper published a special article. At noon on April 16th, CCTV broadcast four minutes of important news, and Hong Kong Ta Kung Pao also reported it. This activity has aroused citizens' enthusiasm for protecting intangible cultural heritage, eliminated the misunderstanding of the birthplace of "enough level" and achieved great success.
Mingzhen Temple, located in Cangkou, west of Licang, is a historical and cultural attraction, which has a solid foundation for reopening the traditional temple fair on the eighth day of the fourth lunar month. After the restoration of Mingzhen Temple, two folk culture weeks were held here. The Organizing Committee and the Municipal Folk Association jointly held a lantern riddle quiz. Classical Taoist music was performed by the Taoist Music of Donghai Laoshan Drum Orchestra, and more than 5 spectators enjoyed the unique religious music.
The traditional opera performances of the Folk Culture Festival mainly focus on local operas, namely Maoqiang, Liu Qiang and Lu operas, and the repertoires performed are also traditional repertoires. In order to make the festival a success, we chose to perform in the afternoon at Licun Daji and Cangkou Square respectively. There were performances every day during the festival, which were warmly welcomed by the masses. At the same time, every night, Yongle Cinema shows movies in the urban area, inviting people to watch them freely in the open air, which greatly enriches people's lives.
"One Festival for One Meeting" is a systematic project, which not only shows the culture, but also drives the economy. The most important thing is to improve the cultural quality and civilization level of citizens. In 23, Qingdao Evening News reported that only two mineral water bottles were seen after the opening ceremony of Hushan Stadium. In the five large-scale opening ceremonies, five closing ceremonies and more than 5 large-scale mass cultural activities organized by us, the organization was strict, the command was proper, the masses consciously observed discipline, and no criminal cases occurred. From holding a flower viewing party to joining hands with Qingdao Folk Culture Festival, our festival has taken a road of deepening and excavating local unique folk resources, enhanced the civilization and reputation of Licang District, and accumulated a spiritual and cultural wealth for future generations.
summing up the experience in the past five years, we think the following points are worth paying attention to.
First, the festival should be based on the unique local resources, especially in the excavation of its own folk cultural resources, so that it is not only deep, but also broad and sustainable.
second, the festival should pay special attention to mass participation, so that the people can enjoy happiness in the festival, so as to get the support of the masses and have the mass foundation and development momentum.
Third, we should constantly sum up experience, innovate and improve, actively seek out new hot spots and explore new themes, and the programs of the ambassadors' meeting are always new.
fourthly, cultivating a team of high-quality experts to run festivals and forming a professional team familiar with various festivals markets can greatly save information costs and management costs, and is also conducive to the sustainable development of festivals themselves.
Fifthly, it is an in-depth subject to constantly explore the market-oriented operation and find a way of self-development and self-restraint by market-oriented operation under the leadership of the government.
135 Respondent: as1314642.