Jinan International Tennis Open, AFC Champions League and other major sports events have frequently “settled”; large-scale concerts by celebrities and celebrities are held almost every month, and “people never leave” at the end of the song… In recent years, Jinan Olympic Sports Center has been famous for sports events, performing arts Using activities as a carrier, we insist on “cross-border linkage” with commerce and tourism, constantly promote “new” consumption scenarios, turn “retention” into economic “increment”, activate new consumption momentum, and create a new engine of urban vitality.
High-level competitions “introduced”
Create independent IP
On September 1st, the 2024 “Guoyuan V3 Cup” Jinan International Tennis Open ushered in the much-anticipated finale – the women’s singles final. Two Chinese players, Zheng Wushuang and Yao Xinxin, staged a peak showdown. In the end, Zheng Wushuang showed her high skills. With his best strength, he defeated his opponent 6-2, 6-2 and won his first singles title this season. So far, after 15 days and 132 games of fierce competition, the 2024 “Guoyuan V3 Cup” Jinan International Tennis Open has come to a successful conclusion.
“It’s rare to see the performances of top players at home.” Ms. Shi, a citizen, said that she can return to the Jinan National Games venue “East Hexi Liu” to watch international competitions and watch the ATP players “competing” up close. It can be said to be a different kind of experience. “I am a fan of Wu Yibing. This event is also the first time he has stepped onto the court after his comeback. I feel very excited to witness this moment.”
The audience was excited to watch, and the brand-new venues and brand-new sports equipment allowed the contestants to enjoy it even more. It is reported that in order to better host this international event, the Olympic Sports Center has launched the outdoor tennis court renovation project this year. Jinan has also become another city after Beijing, Shanghai, Shenzhen, Chengdu, Zhuhai and other cities that has an ATP level competition venue. .
“This is not my first time coming to Jinan. I have played in the 125 Challenge here before, and I still remember it fresh. I think the venue here is better than many foreign venues, and it has also left a deep impression on many foreign players.” China Tennis player Wu Yibing said in an interview after the men’s singles final of the Jinan International Tennis Open.
Facilities have also become the most direct “wealth”. After the competition, Jinan Olympic Sports Center “returned the venue to the people”, highlighted the public welfare positioning of the Olympic sports venues, actively fulfilled its main responsibilities and main business, hosted various national fitness open activities and sports events at all levels, extended the venue’s business hours, and continuously Improve the construction of sports and fitness facilities in venues and enhance the sustainable operation capabilities of public sports venues.
In addition to this international tennis competition, in recent years, Jinan Olympic Sports Center has in-depth analyzed and explored the venue’s product matrix and industrial chain value chain, introduced high-quality events, and created independent IP events, attracting a series of major events to “settlement” one after another. It is reported that Jinan Olympic Sports Center has successfully hosted the AFC Champions League, the Chinese Super League, the National Gymnastics Championship, the National Swimming Championship, the Year of the Dragon Spring Festival Run, the “Lotus Cup” Table Tennis Spring Festival Competition, the “Quan” Jinan Half Marathon and many other events. Activities and events: It is planned to hold internationally renowned and domestic first-class large-scale sports events such as the 2025 Jinan International Tennis Open, the International Youth Tennis Tour-J60, and the Running Boys 2025 Second China Urban Youth Swimming Open (Jinan Station).
Do a good job in competitions and performing arts “articles”
Stimulate consumption vitality in Jinan
“Since last year, I feel that Jinan has hosted more and more competitions.” What Ms. Wang, a citizen, said is not groundless. According to statistics, since 2023, various international sports competitions have been launched in Jinan. According to statistics, as of October, Jinan City has held more than 3,300 sports events, further polishing its “city of events” business card.
Among all types of events, hosting major events can also bring opportunities for city image promotion and international influence. It is understood that the Jinan International Tennis Open is an international individual sports event that has attracted much attention and has been successfully held for four times from 2016 to 2019. After five years, this international-level event returned with a bang, once again focusing the world’s attention on the city of Jinan.
At the same time, across the country, sports events have become more than just a competitive activity. They have gradually evolved into an important engine that drives local economies. It not only attracts many participants, but the “event feast” also stimulates Jinan’s consumption vitality.
Taking the Jinan International Tennis Open as an example, it is understood that during the event, the booking volume of hotels around the Jinan Olympic Sports Center increased significantly. The overall booking volume increased by about 30% to 45% month-on-month. The hotel occupancy rate and room rates both increased. Direct revenue was more than double the usual level, an increase that has brought significant financial benefits to the hotel industry.
The crowds brought by the event also flock to the catering market. During the Jinan International Tennis Open, restaurants, cafes and other catering establishments saw an increase in passenger traffic and an increase in turnover. Especially on match day nights, the turnover of many restaurants was 50%-100% higher than usual.
At the same time, as a venue for large-scale events and concerts, the performing arts economy is also an important focus of Jinan Olympic Sports Center. It is reported that since this year, the Olympic Sports Center has held more than 20 concerts and parties such as JJ Lin, Jolin Tsai, Cyndi Wang, Deng Ziqi, Jacky Cheung, Ren Xianqi, Haiyou Talent Festival Gala, etc., with a total audience of 560,000; it has hosted product launches, Nearly 100 commercial activities such as brand promotion were held to vigorously promote the development of new performing arts formats and promote tourism consumption.
Xiao Yun, who came to Jinan from Guangxi to watch the concert, calculated an account with the reporter. He came to Jinan from Guangxi and stayed for two days. During the entire trip, he spent about 6,000 yuan on food, accommodation and transportation. Xiao Yun said that his expenses are not too much, and many fans treat the concert trip as a short trip, shopping on the way and buying some local souvenirs and souvenirs.
“Sports events and large-scale performances have strong celebrity attributes and eye-catching effects. They are a fan economy that can influence and motivate fan groups to release huge energy.” Sun Jing, associate professor at the School of Culture and Tourism of Jinan University, said that the “traffic” of the events It can drive consumption in various local industries such as cultural tourism, transportation, catering, and entertainment. “This is a two-way rush,” Sun Jing said.
A series of high-level events are held frequently. Jinan Olympic Sports Center makes full use of resources, continues to enhance ties and exchanges with international sports organizations, strives to introduce major international events, and actively cultivates the “flowering and fruition” of the event economy. Behind the burst of vitality in the sports and performing arts consumer markets is the continuous innovation and careful management of Jinan Olympic Sports Center.
“Cross-border linkage” with business and tourism
Let “flow” become “retention”
If the event economy and performing arts economy want to develop sustainably, promoting the “cross-border linkage” between them and business and tourism may be the “password” to transform “traffic” into consumer traffic.
During the National Day holiday, giant blessing flower baskets lit up the north square of the Olympic Sports Center, sparkling with light and igniting the festive atmosphere; the “Olympic Sports Meet Concert” started as scheduled, providing citizens and tourists with a romantic experience in early autumn; the Jinan Olympic Sports Summer Carnival exploded Jinan Night satisfies the taste buds of tourists and creates unforgettable memories of summer… The relevant person in charge of Jinan Olympic Sports Center said that Jinan Olympic Sports Center focuses on sports and fitness The construction of leisure gathering area projects will be used as the starting point to continue to play the role of events in attracting traffic, promote the two-way empowerment of event brands and venue brands, and build a sports-led, integrated culture, tourism, performing arts, catering, entertainment, shopping, leisure, education, and general health The pan-sports complex, which integrates other industries, provides citizens and tourists with a full range of comprehensive sports services and creates a new place for Internet celebrities to check in.
The overwhelming popularity has made Quancheng’s night economy continue to grow in popularity. The merchants participating in the Jinan Olympic Sports Summer Carnival, Lixin Sichuan Cuisine·Panjin BBQ Restaurant, were deeply impressed. “The night atmosphere of the Olympic Games is very good, and more and more activities provide our merchants with opportunities to participate, which benefits our revenue.” said employee Mr. Zhao.
Built according to competitions, benefiting the people and seeking urban development, large-scale sports event venues have become another major driving force for high-quality urban development. Jinan Olympic Sports Center has successively won honors such as “Typical Case of Open Service of Public Sports Venues”, “The Most Beautiful Public Sports Venue in Shandong Province” and “Jinan Municipal Nighttime Economic Cluster”.
“In the past, the impression of the Olympic Sports Center was just a place for physical exercise. Now it has become a comprehensive consumption area that is both international and full of fireworks.” A citizen said in an interview before.
“Tennis will also become Jinan’s new business card and label, injecting new vitality and connotation into Jinan’s city image.” On August 19, at the opening ceremony of the 2024 “Guoyuan V3 Cup” Jinan International Tennis Open, The main person in charge of Jinan Cultural Tourism Development Group delivered a speech Said that in recent years, the group has always adhered to the development concept of “shaping tourism with culture, promoting culture with tourism, and integrating culture and tourism”, actively exploring and practicing new paths for the integrated development of “culture, tourism, sports and business”, and looking forward to the Jinan International Tennis Open becoming a showcase for Jinan city An important platform to image and disseminate the voice of Jinan.
The above-mentioned relevant person in charge of Jinan Olympic Sports Center said that in the future, Jinan Olympic Sports Center will use core venues as a platform, sports events as a carrier, and cultural tourism as a guide, introduce high-quality sports events, and promote the consumption scenarios of sports events to continuously “upgrade”. “, the consumption chain continues to extend, turning event “traffic” into economic “retention”, using sports events to drive economic growth, forming a new engine for the flow of cultural tourists, and using competitions as media to revitalize cultural tourism.
