Haikou earned 976 million yuan with Jay Chou? A concert drives the city's economy like this, Jay Chou | concert | economy
From June 29th to July 2nd, Jay Chou held four consecutive concerts in Haikou, with an audience of about 38000 people each. More than 150000 tickets were already sold out, and many fans flew from all over the country to Haikou. Yesterday afternoon, "Hainan Release" released Weibo, providing official data: During Jay Chou's concert, Haikou achieved tourism revenue of 976 million yuan.
How is the tourism revenue from concerts composed of 976 million yuan in just 4 days?
According to local data, there were 59500 tourists from within the province, 95100 tourists from outside the province, and an additional 30000 tourists did not purchase tickets. These fans have brought in accommodation revenue of 134 million yuan, catering revenue of 72 million yuan, and shopping revenue of 322 million yuan for the local area.
How to seize this wave of fan traffic and use a concert to drive economic consumption in a city? What is the local tourism department doing in Haikou? What are the learning and reference points for cities that are about to hold concerts from these measures? Let's take a look together.
Put together "big tricks" for duty-free shops, scenic spots, and hotels
Apart from enjoying the beautiful scenery, the most important thing for girls who love beauty when going to Hainan is that there are duty-free shops in the area where they can buy various big brands. During Jay Chou's concert, CDF Haikou International Duty Free City, Shenzhen Duty Free Haikou Guanlan Lake Duty Free City, and others offered various discounts. During Jay Chou's concert, CDF Haikou International Duty Free City provided more than 10 free shuttle bus services every day and delayed the mall's business hours until 2am to attract fans to shop after the concert.
In addition to duty-free shopping malls, ordinary shopping malls also do not want to miss out on this wave of traffic, trying to increase the length of tourist stay in the local area with various discounts. Many shopping malls and restaurants offer discounts on Jay Chou's concert tickets, and cinemas and clothing stores have joined in. Even eyewear stores are not willing to be outdone, offering a 20% discount on matching glasses with concert tickets. Watching a concert and enjoying a lot of benefits in Haikou truly makes everyone feel the friendliness of Haikou to its fans. Fans are happy, and businesses naturally profit.
According to official information released by the Tourism and Culture Bureau of Haikou City, during Jay Chou's concert, Feng Xiaogang Film Commune, Hainan Tropical Wildlife Park, Haikou Volcano Park, Haikou Mangrove Tourist Area, Changying Global 100, Hairui Cultural Park, Guilin Yang National Tropical Agriculture Park and other scenic spots, as well as multiple rural tourist attractions, will provide discounts for tourists watching Jay Chou's concert.
Before the first concert, 70 hotels in Haikou also offered various discount measures, including offering discounts on food and accommodation, delayed check-out, extended restaurant operating hours, welcome fruits, and free transfers to and from the Wuyuan River Sports Stadium.
Behind the consumption dividend lies the careful planning of the local government
In the first half of this year, the practice of Zibo barbecue becoming popular allowed many cities to see the "dividend" of traffic. To turn "traffic" into "retention", it is inseparable from the linkage of multiple departments in the city and the establishment of a huge regulatory service guarantee.
How to provide tourists with a good experience? Accommodation experience is the most intuitive feeling for tourists about the city. In response to Jay Chou's concert, the Haikou Tourism and Culture Bureau held a hotel service guarantee meeting on June 29th, requiring all relevant hotels in the city to manage room prices, control room price increases within a reasonable range, ensure stable and orderly hotel prices during the concert, and provide tourists with a better travel experience.
In addition, the Haikou Municipal Government has established a command center for concert activity service guarantee work, with 12 working groups, including traffic police, market supervision, environmental sanitation and other departments, to form a joint force and ensure that all service guarantee work is carried out in an orderly manner throughout the entire concert period.
During the concert, Haikou has added two free double decker shuttle bus routes on top of the free bus routes from Longhua Bus Terminal to Wuyuanhe Sports Stadium and Xiuken Road to Wuyuanhe Sports Stadium, making it convenient for fans to travel from Haikou Qilou Old Street and Guanlan Lake New City to the concert venue.
The government in Haikou has also set up a 12345 hotline specifically for concerts, arranging personnel to be on duty 24 hours a day, providing online answers to questions about Jay Chou's concert performance time, items that can be carried upon entry, ticket information, shuttle buses, bus routes, parking lots, and traffic control, and fully coordinating relevant departments to resolve their demands. The Haikou Tour Guide Association also selected 23 outstanding tour guides from the Haikou competition area of the National Tour Guide Competition. During the concert, they answered questions about transportation and surrounding tourism for Jay Chou's concert at 23 hotels in Haikou.
It has been proven that concerts can not only drive the development of local industries such as food, housing, transportation, tourism, shopping, and entertainment, but also enhance the reputation of local cities. Relying on the concert effect to drive 979 million yuan in economic income, it is also a carefully planned and effective collaboration between the local government and various departments. How to rely on cultural performances to drive local economic consumption is the reflection left by Haikou for the upcoming concert cities.
