From July 10th to August 31st, Shijingshan Amusement Park implemented free admission throughout the park and all operating hours, marking the first time in the history of this long-standing amusement park in Beijing. A recent on-site visit by reporters revealed that since the of the free admission policy, daily visitor numbers have noticeably increased. It has not only attracted returning visitors but also enticed many first-time visitors to come specifically for the experience.
For many people born in the 1980s and 1990s in Beijing, Shijingshan Amusement Park is a nostalgic memory of their childhood. The towering Ferris wheel standing in the western Fifth Ring Road has become a prominent landmark in the western part of the city. Recently, Shijingshan Amusement Park held the "Summer Carnival" event, extending its operating hours from 9 am to 10 pm. Over 50 amusement rides and attractions are now operating throughout the day. Additionally, they introduced the new initiative of free admission, which has significantly boosted the park's popularity on both weekdays and weekends.
The regular ticket price for Shijingshan Amusement Park is 10 yuan. During this promotional period, the admission fee is waived, saving visitors the 10 yuan ticket cost. However, other charges for amusement facilities and other services within the park remain unchanged. After calculating the costs, if a visitor experiences popular attractions such as the Ferris wheel, Flying Swing, and Canyon Drift, the individual fees for these rides are 50 yuan, 35 yuan, and 40 yuan, respectively. The fees for the other 50+ attractions range from 15 yuan to 80 yuan, with some special attractions costing over 100 yuan. If a visitor tries out 10 different attractions, the total cost would be several hundred yuan, similar to the ticket prices of other theme parks. There are also combination ticket options available at prices ranging from one to two hundred yuan.
Mr. Liu, who lives in Haidian District, came across the news of free admission to the amusement park on a short video platform. On Tuesday evening, right after finishing work, he and his wife brought their one-and-a-half-year-old child to play. The last time they visited was three years ago, and this time returned with their child, who found everything fascinating and had the most enjoyable time.
Several interviewed visitors mentioned that they intentionally came to the amusement park upon learning about the free admission offer, and many of them were first-time visitors. On weekdays, there are generally no queues for the various rides and attractions. On weekends, there may be longer queues for popular attractions such as the Ferris wheel, Flying Swing, and Bumper Cars, but it is still much better compared to the queue situation at Universal Beijing Studios and Happy Valley.
Qu Shasha, Deputy Manager of the Marketing Department at Shijingshan Amusement Park, explained that the park responded to the government's call to stimulate consumption by introducing the free admission policy during the summer vacation period. In the past week, daily visitor numbers have increased by 20% to 50%, which has also boosted secondary consumption in terms of amusement rides, food and beverage, and merchandise within the park. The park plans to launch corresponding promotional activities during different seasons in the future.
Beijing is home to several theme parks, including Universal Beijing Studios and Happy Valley. How does Shijingshan Amusement Park survive amidst competition? It is worth noting that the park primarily attracts local visitors, many of whom revisit the park out of nostalgia. However, relying solely on nostalgia is not sustainable for the long-term development of the park. Attracting more visitors for repeat visits becomes crucial for its success.
Translator: TANG Yingqi
