Looking for a classic planning plan about tourism?

The best tourist attraction planning scheme in Chengdu. The tourism planning scheme for high-quality scenic spots in Chengdu

Xiong Daxun Tourism Scenic Area Planning Company was invited by the Chengdu Housing Authority to carry out the urban management of the old city renovation in the Wenshuyuan area. The project carries out overall urban planning.

Looking, hearing and asking

After two days of exploration, we have a preliminary understanding of the project: Wenshu Monastery is one of the top ten Zen temples in China, located in the north of Chengdu. The name of the temple was inscribed by Kangxi. There is a piece of Xuanzang's skull in the temple, which is a treasure of the temple. It covers an area of ??40 acres and is surrounded by private houses renovated from the old city. The city government's hope for the project is to build it according to the standards of the city's business card.

During the investigation of the project, I discovered an interesting phenomenon. As a famous Zen temple in the Midwest, Wenshu Monastery is extremely popular, but there is also a large landscape in the temple that makes people sigh. : Thousands of bamboo chairs are lined up all over the place, the crowds are buzzing, and the tea is fragrant. It turns out that this place is the largest open-air teahouse in Chengdu. Incense and tea coexist. I sum up this phenomenon as "Buddhism is boundless and water and fire are compatible."

At the same time, projects such as Kuanzhai Alley, Daci Temple and Wuhou Temple Street in the center of the city, which are mainly based on Western Sichuan culture, are being renovated in the old city of Chengdu. Their momentum cannot be underestimated. Therefore, we must examine 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 is among the best in the country in terms of education and technology. However, as a land of abundance and an ancient capital of past dynasties, Chengdu exists as a tourist transit city rather than a tourist destination. When tourists arrive in Chengdu, they usually only stay for one day and then go elsewhere.

Today, when tourism will become the world’s largest industry in the 21st century, Chengdu, where “young people cannot enter Sichuan and old people cannot leave Sichuan”, strives to build China’s “leisure capital” in its urban management process, Chengdu is in vain. "How many buildings are in the mist and rain", no star product has been formed. Therefore, the municipal government hopes that the Wenshu Monastery Old City Project will shine with the light of Buddha and become a symbol of Chengdu tourism, and then become a business card of Chengdu.

Integrate in-depth thinking over the past few days and conduct thought blasting. Finally, I explained my planning ideas for the project to the leaders of the Chengdu Municipal Government:

“To become Chengdu’s logo and business card, we must comprehensively examine and inventory Chengdu’s tourism resources, carry out super integration and Links form a resource allocation that plays an engine role. Therefore, we must conduct a targeted review of Chengdu’s historical and cultural resources.”

“First of all, Chengdu is China’s ‘poetry’. Born in Jiangyou County, Sichuan, the poet sage Du Fu lived in seclusion at Du Fu's Thatched Cottage in Chengdu. Sichuan is a province of poetry. The modern Chengdu poetry scene was once prosperous in the 1980s and 1990s, and it still maintains a strong momentum."

"Chengdu built the Shanghe Guild Hall two years ago, which became very famous throughout the country. It combines art with real estate, and is the first in the country for artists to engage in composite real estate. Youdao would rather eat without meat than live without bamboo. This shows the uniqueness of Chengdu's painting style. Sheng!"

"In addition, Chengdu's Shishi is the earliest government-run school in China. According to our interview with the deputy director of the Municipal Religious Administration, Chengdu was the first to invent golf, bowling and golf that are now popular around the world. Polo sports have an innate leisure atmosphere!”

“Chengdu’s mahjong culture is extremely developed. Mahjong is a national fitness sport in Chengdu. You can see mahjong tables with automatic card sorting for sale everywhere on the streets. One of the most popular jokes in Chengdu is: if you fly over Chengdu, you can hear the sound of mahjong being shuffled below."

"What's more delicious than 'eating in Guangzhou'. Taste in Chengdu', Guangzhou cuisine emphasizes nutrition, and Chengdu cuisine emphasizes taste: Zhong dumplings, Lai glutinous rice balls, Korean steamed buns, Chen Mapo tofu, couple's lung slices, dragon's hand, rabbit meat..."

"In There is nothing inconvenient in Chengdu. There are shops on every road and markets everywhere, and commerce is not as developed as in the west."

"Farmhouses are a great invention of Chengdu citizen culture, and they cost fifteen or twenty yuan. With money, you can take care of food, play games, and pick up and drop off at farmhouses in the suburbs. City people can breathe fresh air, farmers can earn more, and the gap between urban and rural areas has been narrowed. The creativity of Chengdu people in leisure and entertainment is truly amazing. ” p>

"The consumption level in Chengdu is very low. According to Chengdu people, there seems to be no big difference between people with a monthly income of over 10,000 yuan and those with a monthly income of 200 yuan. They can both enjoy their own different leisure lives. Because leisure The temperament down to the core makes this place embody the principle of life in a paradise where all living beings are equal."

"What does it feel like to listen to Sichuan opera while picking your ears? Chengdu people never need to sit upright, Chengdu people themselves are opera! Eat, drink, have sex, just chant, sit, and meditate!

“Cycling in Chengdu is very enjoyable, the road is flat and easy to walk on, and there is a parasol on the handlebar, which is very relaxing. There is also a kind of "lay-ear" bicycle that was once popular. It is an ordinary bicycle with a wheelbarrow trailer hung on the right side, which can accommodate one person. Old couples walking together not only saves physical energy, but also can accompany each other. It can be regarded as a great sight, and it has become popular all over the country. "

"Businesses with the word "老" in their names are booming, while those with foreign names have gone bankrupt. This is an interesting and unexplainable phenomenon in the catering and bar industries in Chengdu. ”

“The number and high quality of books written and published by Chengdu people is a wonder.

Books that cannot be bought nationwide can often be found here."

"Through the changes of the times, the center of Chengdu has remained unchanged for 2,300 years, and the name of the city has remained the same. This is unique in Chinese history. ! Playing, playing and singing, lively and fragrant, Chengdu is a harmonious place where the snow and the Lower Riba people live in harmony. Culture and life are integrated with each other. It has gone through thousands of years of leisurely and impartiality with its unique civilian culture. What Chengdu exudes is not the mystery and weirdness of Sanxingdui, the historical dust and smoke of Wuhou Temple, the coquettish poetry of Du Fu Thatched Cottage, the folk custom of playing mahjong among all the people, the historical annals of Dujiangyan, and the jokes and jokes of Longmen Array. The synthesis of all this is a kind of "Zen" that follows nature. ”

“For many years, people have been eager to find their own position for Chengdu, but it is often the official opinions that come to the surface, and the words ‘city of color, city of delicious food’ etc. are not the way to go. . I heard that the term ‘Oriental Eden’ has been proposed recently, which is even more puzzling. In fact, the most prominent expression of Chengdu's culture is a "fusion" atmosphere. Everyone can't agree on the positioning of Chengdu, but what everyone agrees on is that Chengdu is a civilian culture. This civilian feeling is a kind of middle ground between Yangchun Baixue and Lower Riba people. Why does everyone feel that the life here is very suitable for them when they arrive in Chengdu? It lies in the sense of "middle" and "harmony" provided by civilian culture, which is the result of the "fusion" of secular things with other things and their improvement. Here, religion and secularity merge, culture and secularity merge, and officials and secularity merge. It is a happy paradise that can best be summarized by the word "Zen". "

Buddhism is boundless

"Stay in Chengdu for a while and you will find that Chengdu is the city that has done the most thorough job of compulsory universal education in thousands of years. How can you see this? When you look at the real estate in Chengdu, you will be surprised to find that the essence of Chinese landscape paintings has been completely transferred to the real landscape, and the form and spirit are complete and lifelike, which is difficult to match if you look at cities across the country. "

"Why? Because the cultural heritage of Chengdu is not only reflected in the elite class, but also hidden deep in the secular classes such as folk craftsmen for generations. Due to long-term cultural infection, these people at the bottom can laugh and curse and write articles. This is the true beauty of a city. Where the 'soul' lies. A few bosses and designers can have very high tastes, and the real estate can be made roughly tasteful, but every plant, tree, sand and stone needs to be made with the ingenuity of a large group of people who are laying bricks and tiles. . This is something that Guangdong and other regions cannot do no matter how much money they have! And this kind of cultural popularity comes from the idea of ??infinite integration and cultivation of every action advocated by Zen Buddhism. ”

“The true founder of Zen Buddhism is the Sixth Patriarch Hui Neng. It was this woodcutter who could not read a few characters who completely popularized Zen Buddhism. He scolds the Buddha and his ancestors, does not establish written texts, and teaches others to spread his teachings. The wine and meat passed through the intestines, but remained in the heart of the Buddha. The green bamboos are nothing but prajna, and the gloomy yellow flowers are all nirvana. Zen Buddhism regards eating, drinking, and diarrhea as spiritual practice, emphasizing enlightenment in life and obeying human nature to improve cultivation. This is exactly the same as Dujiangyan's approach of "making weirs low and scouring the beach deep" to save all sentient beings. ”

“In addition, this enterprising approach of Zen culture provided the ancient scholar-bureaucrats with a yuppie life that was not far from the world of mortals and very close to nature, so it soon became associated with 'Qin, chess, calligraphy, painting, and poetry. The combination of hops and flowers formed a Zen cultural system such as Zen poems, Zen paintings, Zen books, and Zen music. At the same time, this package of things was carried forward through the efforts of waves of envoys sent to the Tang Dynasty after they traveled east to Japan. The dry landscape layout of Japanese Zen monasteries, as well as flower arrangement, kendo, and chess are all the essence of Zen art!"

"So using 'Zen' to summarize Chengdu's urban culture is a shining light. It is both inherited and inclusive of Chengdu's civilian cultural and leisure life atmosphere, and it is also international, becoming a representative of oriental culture in architecture, art, and religion. By extending the Buddhist culture of Wenshu Monastery into Zen culture in this project, we can use this as a positioning to gather the diverse cultural life resources of Chengdu. At the same time, with the unparalleled inclusiveness of Zen culture, we can integrate ancient and modern Chinese and foreign cultural lettuce into the future. With Chengdu as the background and Wenshu Monastery as the base point, a pot of Zen culture is brewed!"

"For this reason, we have positioned the Wenshu Monastery project in Chengdu as 'China's first "Urban Zen Forest", "Lin" means many, with mixed peanut trees and flocks of orioles flying around, symbolizing the collection of extensive and rich leisure culture. Wenshu Monastery was originally a Zen monastery, but now it wants to become a business card of the city, so it needs to step out of the courtyard to mingle with the outside world. ”

“Looking at the urban tourism culture in China today, there is Xintiandi in Shanghai for elegance, Confucius Temple in Nanjing for secular culture, and Lingyin Temple in Hangzhou for Buddhism. What is lacking is the international and secular nature of Zen culture and Zen forest landscape. , cultural tourism projects. In addition, before we entered Chengdu, the camera crew of CCTV Western Channel had gone to Chengdu to record a program. After traveling through the mountains and rivers of Chengdu, they summarized a positioning for Chengdu that was later unanimously praised by Chengdu cultural people, called ' Chengdu, the Promised Land'. This positioning can be said to have accurately grasped the context of Chengdu, and described the characteristics of the seamless integration of Chengdu's Buddhist culture and secular culture to the extreme. This is similar to our positioning.

"

"In the process of further verifying the accuracy of the positioning, we unexpectedly discovered that there is a nunnery called Aidaotang not far from Wenshu Monastery that also belongs to this project. Its abbot is Longlian. The Master is recognized as the number one bhikshuni in the world. His disciples are spread all over the world, and he attracts tributes from all living beings from all over the world every year. This unexpected news undoubtedly greatly increased the weight of "China's No. 1 Urban Zen Forest". In addition, Master Manjusri, the presiding master of Zongxing, is also an accomplished monk. He has been committed to the secularization, life-oriented and internationalization of religion. And he has a very worldly business sense. He once excavated an underground palace inside Wenshu Monastery and built different spiritual houses like selling houses for people to store the ashes of their ancestors. This not only benefited all living beings, but also increased the income of the temple. The business was extremely prosperous. It's quite a clever plan. ”

“Therefore, taking the Zen forest with worldly and popular meanings as the development positioning of Wenshu Monastery, it is the best in the three projects of ‘uniqueness, firstness and specificity’. And its scalability is also very good. At the same time, this positioning can also integrate the Shanghe Guild Hall, which is very close to the north of the project. The developer of Shanghe Guild Hall is an artist, and the literati have not been able to do business for ten years. It is now a dead end. Through the injection of the concept of "China's No. 1 Urban Zen Forest", this nationally famous asset can 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 also like to share my thoughts on Standard Company’s plan. I have seen the plan you made. It is very detailed and comprehensive, reflecting the capabilities of a professional real estate consulting company. But why did the plan fail to convince government departments? I think the problem may be here. In your plan, you position the Wenshu Monastery project as "a city within Wenshu Monastery, a Zen-like sky outside the sky." It seems grand, but in fact it is too big and inappropriate. It can be seen that you have the ambition to make the project a symbol of Chengdu and surpass Shanghai Xintiandi. However, this statement is unclear and difficult to understand. It looks like a couplet rather than a sharp positioning slogan. It lacks uniqueness and is not as clear and effective as the "No. 1 Zen Forest in Urban China". It is more charming and has universal appeal. ”

Build a “World Paradise”

After I sorted out the planning ideas, everyone’s eyes suddenly lit up. I saw everyone became excited and accepted this positioning. I quickly put the positioning Further development: "Buddhism is a serious culture with a high popularity rate. Using Buddhism as a project positioning method is not surprising to the public, and it is difficult to integrate it with modern life. For a tourism project to be successful, in addition to having cultural connotations, it must also be well connected with modern life. Therefore, there are many benefits to using Zen culture for project positioning. First, in the minds of many cultural people, Zen culture actually represents the highest realm of Eastern culture, and its cultural connotations are extremely rich; second, non-Zen culture cannot integrate the civilian, literary, and diversified leisure life characteristics of Chengdu; third, Zen culture has developed all over the world. Through the promotion of artists, it has been integrated with the material and spiritual lives of modern people through chess, music, calligraphy, painting, poetry and wine. ”

“So, we can make many articles on Zen culture. For example, the surrounding land around Wenshu Monastery in this project can be built in the style of Japanese Zen monasteries. It’s not that our temples are inferior to others, but that Japanese Zen monasteries have not gone through as many wars, catastrophes and clumsy reconstructions as Chinese temples. , better preserved and developed, and more in line with modern people’s simple aesthetic tendency. ”

“So how can the Wenshu Monastery project be built on this basis into a business card for Chengdu’s urban image and an engine for the leisure economy? First, clear the place. Taking the Japanese Zen garden as the overall architectural style and integrating it into one piece, the project has a refreshing feeling physically. Architectural symbols such as dry landscapes, pine trees, stone lanterns, cloisters and mountain gates are used in the courtyard. In terms of business planning, the original funeral supplies and other businesses that made people feel uncomfortable around Wenshu Monastery should be moved out and relocated. Having talked about so much culture in an all-round way, and now it is proposed to clear the site, you may ask this question - after the cleansing is completed, should we build a pure and pure Buddhist holy place? No, if you do that, you are doing art rather than business planning. ”

“A project must make money. To make money, it must be popular. To be popular, it must be grand.” The key to creating a pomp is to make the scene bigger. Remember, the more leisurely people live, the more interested they are in places with many people. How to gather popularity? It is definitely a university subject in China! My experience is, take the Spring Festival Gala as an example, make the project look like a Spring Festival Gala, put all the elements together, invite three aunts and four aunts, and ensure it is a hit! Don't underestimate the Spring Festival Gala, it is the most creative and effective brand in China! If you can sell ads, you can earn at least 200 million in four hours! And its marginal benefits are huge! For example, organize the party crew and set up a "Spring Festival Gala" art troupe, gather performers from the past 18 years, and bring historical wonderful programs to perform across the country and even around the world. The sensational effect and brand effect are absolutely Far more than 'Same Song' and 'Heart to Heart' troupe. In addition, the commercial benefits of registering this trademark are huge. If I speak out today, someone will get rich tomorrow. ”

“This principle can be summarized as the ‘hot pot’ principle.

What do Chinese people like to eat most? hot pot! There are three reasons. First, there are all kinds of dishes, and everyone's taste can be matched; second, the radius of the pot is not large, everyone can reach it with chopsticks, and there is no need to stand up to eat like a table meal, without having to help. People ask for food; third, you can put whatever you want to eat, and you can clearly see whether the food is fresh or not, so you can eat with confidence; fourth, it is steaming and smoky, and you can go shirtless and talk naked like a sauna. ”

“So, following the above topic, we need to create a scene after clearing the place. What is the most spectacular scene in Chengdu? Of course it's a teahouse. The entire second floor of the building in this project is designed as an open-air teahouse. All the teahouses in Chengdu will be moved here and connected together, turning it into a spectacular urban tea city. At the same time, in order to prevent the business format from being too single and insufficient to support land prices, all Chengdu's famous snacks were integrated. Integrate Chengdu Sichuan Opera, Face Changing and other local operas. While drinking tea and eating snacks, you can watch the face changing and the dragon gate formation. The tea drinkers sit upstairs and watch the tourists walking down the street. The tourists walk downstairs and watch the tea drinkers upstairs exchange cups. This kind of scene can be seen from two kilometers away. Firstly, it can give foreign tourists a place to experience Chengdu's leisure life. Secondly, it can hold a "group wedding" for Chengdu's leisure culture. Through such an unprecedented grand event, the world can notarize Chengdu! ”

“In addition, the shops on the first floor are divided into dynamic and quiet areas. The quiet area includes Buddhist medicine hall, vegetarian food hall, chess room, painting academy, poetry club, flower arrangement club, etc. Among them, Buddhist medicine hall, vegetarian restaurant, etc. The kitchen hall can be set up by tearing down the walls of Wenshu Monastery to form an open Zen courtyard. Taking advantage of the original quiet environment, the Buddhist medicine hall and vegetarian food hall were placed in the temple. At the same time, a lecture hall was opened for the lay people to explain Buddhism to the lay people. And a small church was built specifically for foreigners, which not only reflects the characteristics of the Zen Forest and its openness to all rivers, but also enhances the international significance of the project. This definitely has a greater social demand. In addition, the management of chess rooms, painting academies, poetry clubs, flower arrangement clubs, etc. can take the form of professional books, audio and video products, membership systems, and sororities. With Chengdu’s good mass cultural foundation, sustainable development is not a problem. ”

“The dynamic zone introduces Chengdu specialty handicrafts, snack bars, kendo, judo, fencing, French movies, royal etiquette training, cafes, bars, McDonald’s, and KFC. In addition, in view of Chengdu’s ancient history of inventing bowling, golf and polo, I propose to refine the ancient games and turn them into a highly participatory and interesting collection of ancient games, not only in China, but also in For the world, the name can be called 'Playing with the Earth, Playing Ancient and Modern Games'. At the same time, a 'World Game Festival' can also be developed based on this. Through expert discussions, a certain day among the current holidays can be determined as the 'World Game Festival'. On this day every year, we can even invite the Russian Grand Circus, the Global Carnival, etc. World tourism products enter. Game life, this is a major need of human nature, and it is still blank in China, and the market is unlimited! "

"At the same time, the "World Mahjong Competition" is held. There are a lot of fans in Chinatowns in Hong Kong, Macao and Taiwan, so there is no problem in internationalization. In addition, we will take advantage of the characteristics of Chengdu's advanced electronic technology and the development trend of online culture and entertainment to hold the 'World Electronic Game Live Competition'. Through these dazzling and innovative combinations that keep pace with the times, we can run this show well, integrate other projects, and completely release the earth. The people and leisure energy of Chengdu have attracted the attention of the whole world. And it just fits the concept of ‘Promised Land’. ”

“The whole set of gameplay and operation techniques must be like celebrating the New Year, eating New Year’s Eve dinner, listening to the sound of firecrackers, and watching the Spring Festival Gala. Through continuous brewing, continuous foiling and rendering, it can fully mobilize people’s various senses. , desires and expectations. At the final opening, the emotions of the world reached a boiling point. Its significance not only involves culture, economy, politics, and history, but also embodies the idea of ??world unity. At the same time, with the business card of "China's No. 1 Zen Forest in Urban", it has set up the banner of "China's No. 1 Cultural and Leisure Tour" and "Leisure City", and can also powerfully integrate into Qingcheng Mountain, Emei Mountain, Leshan, Jiuzhaigou and other tourism resources. , forming a situation of stars overlapping the moon, attracting the world's exhibition economy to blossom and bear fruit in Chengdu. In addition, the media in Chengdu, which is not inferior to the media in Guangzhou, has enhanced its nationwide communication effect. "

Thoughts are sharp, cloaks are cut

Creative storms, spanning the past and present

Magnificent!

"Ju Weekly": "China The First Urban Zen Forest is Chengdu's first and largest Zen culture-themed commercial district in the country. Once completed, it will become Chengdu's new city card to the world after Wuhou Temple and Du Fu Thatched Cottage. China's first urban Zen forest has created a new model of historical and cultural protection and commercial development and management in the country.

”