National

Regional

Taiwan, HK, Macao

Special Coverage

Focus

Society

Profiles

2008 Olympics grounds still attracting big business

By Li Yanhui (China Daily)
Updated: 2009-08-10 11:46

People line up to buy tickets to tour National Stadium, better known as the Bird's Nest. One year after the Olympics, the Bird's Nest and Water Cube still are attracting millions of visitors. [China Daily/Zhang Wei]

One year after the 2008 Olympic Games, the world-famous site still is attracting millions of visitors to Beijing.

New business proposals and expansion plans promise to bring even more revenues to the massive venue.

Related readings:  One-year anniversary of the Beijing Olympics  China moving ahead with confidence gained during Olympics  Beijing holds concert for 1st anniversary of Olympics  China to mark 1st anniversary of Beijing Olympics  Beijing Olympics assets auctions collect $28m

Operators of the Bird's Nest, or the National Stadium, have submitted a proposal to the Beijing Municipal Government to build restaurants, fitness centers and a shopping complex in 50,000 sq m of commercial space.

Beginning in October, the National Aquatics Center complex, better known as the Water Cube, will undergo an expansion from its current size of 49,000 sq m to 77,000 sq m.

"We were selected as the first company to stage a program at the Water Cube after the Olympics, and we are very proud," said Li Qin, general manager of Beijing Artists Management Corp Ltd.

"I think we should take on the social responsibility to continue the glory of this Olympic venue and the Olympic spirit," Li said.

Following the Summer Olympics in August 2008 and the 2008 Summer Paralympics in September 2008, Li's company staged 69 Music Spectacular Water Cube concerts during the next five months that attracted more than 250,000 people.

Such events added to the numbers and also revenues that far exceeded maintenance costs for the site.

The Beijing State-owned Assets Management Co Ltd (BSAM), the proprietor of the Bird's Nest and Water Cube, in June released a post-Olympics report card on the two Olympics landmarks.

Since being opened to the public last October, the Bird's Nest has attracted more than 3.5 million visitors and generated revenues totaling more than 260 million yuan.

The Water Cube attracted more than 2.26 million visitors and generated 104 million yuan in revenues.

The revenues were generated by three main sources: tourist tickets, performance and competition fees, and sales of licensed products.

Ticket sales accounted for about 70 percent of the revenues, the BSAM reported.

Those numbers, which translated into daily revenues of more than 1.5 million yuan, handily covered the costs of maintaining the attractions.

The Bird's Nest has an annual maintenance cost of 60 million yuan, which includes sanitation, security, fire control and other services.

At the Water Cube

A first phase of the Spectacular Shows in Water Cube by Beijing Artists Management Corp Ltd that began in June and continues through Aug. 23 has attracted new crowds to the Olympics grounds.

Li said the events have appealed to international visitors and local residents, citing the popularity of recent events such as the Full-Vision Ballet Swan Lake performances, especially among children.

"Perhaps several years from now these children will become the new fans of classical music and ballet," Li said.

Li's company has submitted a plan to develop cultural and creative events for the next five to 10 years.

Popular events this past year at the Water Cube also included a swimming competition for Beijing children, the finals of the 6th Annual China's Swimming Wear Design Contest and the opening ceremony of the Sino-Russian Youth Games.

The Beijing Legend, a drama for children created by local playwrights, attracted a record 7 million yuan in box office receipts in June.

The pool also was opened to the public this summer, and visitors could choose from more than 400 different kinds of franchised "Water Cube" products, such as Water Cube swimming wear as souvenirs.

The renovation of the Water Cube is scheduled for completion in mid-2010.

Wang Chun, an official from the Olympic Park Administration Commission, said the venue will comprise three main sections: competition halls, a swimming club for VIPs and a water leisure park.

"The leisure park is expected to be the biggest in Beijing," Wang said, adding that developers hope to add restaurants, exhibition space for sporting events and Olympics history, plus a small theater.

At the Bird's Nest

High maintenance fees at the Bird's Nest require significant rents for holding events, making the landmark into a venue for "deluxe" events.

Among the big-ticket events in the past year at the Bird's Nest was the popular concert, "Descendants of the Dragon: Jackie Chan and Friends."

An internationally publicized "Charm of China" concert on June 30 featured performances by Chinese soprano Song Zuying, Spanish tenor Placido Domingo, Taiwan pop singer Jay Chou and Chinese pianist Lang Lang.

On the first anniversary of the opening of the Olympic games, the Supercoppa Italiana (Italian Super Cup) TIM 2009 was scheduled Aug. 8.

Currently, a summer carnival is under way through Oct. 31 at the grounds.

The 2009 Race of Champions will be held at the Bird's Nest Nov. 2 through Nov. 4 -- the first time the international event has been held outside Europe.

On Oct. 6 and Oct. 7, Zhang Yimou and the production team responsible for the dramatic opening and closing ceremonies of the Beijing Olympics will reunite for an epic production of the classic opera Turandot .

Other Olympic venues

The Bird's Nest and Water Cube are two of the 37 Olympics venues open for business year after the Games.

The National Conference Center welcomed huge crowds to the World Championships of Magic held in July by the International Federation of Magic Societies.

The conference center also is undergoing a facelift that, when completed in November, will mainly serve large meetings, exhibitions and other business events.

In October, the 2009 China Open will be held at the National Tennis Center, a former Olympics venue now being readied for future sports, training and cultural events.

Seven former Olympics venues in western Beijing, mainly in the Shijingshan District, will be open to the public this October.

Those venues will include sports and theater facilities.

Visitors can play basketball, badminton, table tennis or participate in bicycling and other events.

Tourists also can go boating and enjoy other outdoor recreational activities at the Shunyi Olympic Rowing-Canoeing Park.