3. Jingzhou: the investment opportunity
a projected additional investment of
Tourists from China and other parts
900,000,000 in support facilities such as
of the world are discovering Jingzhou.
hotels, restaurants and infrastructure.
Jingzhou is located halfway between
Wuhan, China’s fifth largest city
and Yichang, the home of the Three When completed they will have an
Gorges Dam--now the leading tourist annual total economic impact of
attraction in all of China. 230,000,000 yuan, and 460,000,000 yuan
annual indirect impact.
This investor prospectus describes
twelve projects that are designed to The first new project is the
significantly grow the tourism industry development of the Xiong Tombs with
in Jingzhou. a projected investment of 100,000,000
yuan.
The projects will lead to a doubling of
the number of tourists to Jingzhou by The combined annual return on
2008. These projects represent a direct investment averages 48%.
investment of 485,000,000 yuan, with
tourism DestinAtion ProJects 2
5. Table of Contents
The investment opportunity 2
The Vision 5
The Place in 2007 11
Themes--The Guiding Values 29
The Development Strategy 33
The Attractions 37
1. East Gate and Ancient Wall 43
2. Juilong Park 49
3. Xiong Tombs 59
4. Lord Guan Battle Theater 65
5. Lord Guan Temple Area 73
6. Museum and AV Experience 81
7. Three Kingdoms Dynasty Park 95
8. High Speed Rail Tourism Center 105
9. Famous People Hotel 107
10. Development of the City moat 111
11. Yangtze Culture Longevity Park 115
12. Tourist Transportation 119
Jingzhou Infrastructure Projects 121
Sustainable Tourism Policy 129
Implementation Plan 131
Financial Return 137
Jingzhou and Hubei Market Data 139
Development Team 147
tourism DestinAtion ProJects 4
7. available land in the city. Developers
introduced for tourists. This included
The design and construction of the
built a cultural mini-golf that proved
themed horse drawn carriages and
Historical Center that presents the
enormously successful.
rickshaws. A more sophisticated use of
stories of the Three Kingdoms in a
the surrounding moat occurred once
coherent Living Scroll manner has been
the bridges were designed to accept
a successful cultural contribution.
How Jingzhou got it’s
tourist river boats.
international focus
In the same year Jingzhou City
In the nearby Three Kingdoms Park (an
opened its doors to the first influx
Asian version of Tivoli in Copenhagen)
of tourists- keen to partake in a two- The International focus and attention
are the world renowned celebrity chefs
day experience. Commencing at the took longer. First it was related to the
of China, each outdoing each other
city’s East gate where new bus and higher end of the cultural spectrum
with exotic menus. These culinary
car parking lots led to a pedestrian through programs like National
bouts are often televised, and with the
entry- the tourist pathway consisted Geographic, BBC and the Discovery
other festival programs that include
of a redesigned market street with its Channels that brought the amazing
the electric light parade, kite flying,
wider display of food, beverage and finds of the Chu tombs to a wider
the international poetry festival, the
retail as well as the conversion of the audience. This market was the older,
commencement of the antique road
upper spaces above shops for three semi-retired or senior professional with
race from Jingzhou to Beijing, etc,
new hotels. As part of the evolving a love of history. The Koreans visited
brought Jingzhou to national focus. The
master plan a commercial street that in search of their ancestral traditions.
Dragon boat festivals reenergized the
leads to the Three Kingdoms Plaza was This opening up of the cultural
moat by day.
the first improvement project of the opportunities were also spurred by
new urban concept that now includes the construction of the Chu Cultural
Families were not forgotten. A number
a modern city, but constructed with
of small-scale leisure investments
Chinese vernacular architecture. A
with Chinese themes opened on
romantic transportation service was
tourism DestinAtion ProJects 6
9. The Importance of Speed the king’s tomb that contains fabulous
works of artistry was finally unearthed.
and a Tourist Hub for Hubei This put the site on a comparison with
the terracotta warriors of Xi’an as a
The opening of the high-speed rail major Chinese cultural destination and
station in 2009 provided access to worthy of consideration as a World
a market beyond the radius of 80 Heritage site.
kilometers. For the first time residents
The appeal of Lord Guang
of the mega city of Shanghai, with a
Yu
higher than average disposable income,
could discover the splendors of the Chu
As Jingzhou was once the regional
culture. Ten trains a day from Shanghai
capitol of past dynasties, it is now the
bring 5,000 tourists per day. The
Capital of the Lord Guang Yu Society
high-speed rail transit hub is a tourist
for International Sustainability and
attraction in itself with interactive
Prosperity. As a sign of the Importance
theaters, souvenirs, and connections to
of the Chinese Cultural to Chinese,
major attractions. In its current form
Korean and Japanese (and the Overseas
it has evolved into a state of the art
Chinese community), an annual
sustainable village with residences,
conferences on culture and tourism
offices, shopping and cultural facilities.
takes place at the Jingzhou Museum
Meeting Center. Jingzhou rejuvenated
Just as the walled city built in 800 AD
its tourism program to coincide with
was the result of strategic thinking, so
2008 Olympics in Bejing and reinforced
is this urban village of the future. It
it two years later at the 2010 World
borrows the best of the past to create
Expo in Shanghai. The event that
a new future. One where open space
inaugurated the Jingzhou City of
is interwoven with buildings and
Culture and Fun took place on August
streets, organized as small villages.
28, 2008. It was so successful that it
The traditional grid is replaced with
has become an annual event to mark
meandering paths, the roads with water
the significance of Lord Guang Yu in
ways,…..
Jingzhou Chinese Culture.
The undoubted draw of the Three
In the 2008 the first program pageantry
Gorges Dam, now producing over half
of the electrical needs of China, and of of the Lord Guang Yu period was
the scenic splendors of the other gorges fabulously presented in the grounds
continued to pull people to the western of the first major city re-urbanisation
part of Hubei province. Jingzhou City, program. This ‘battle theater’,
with its wide range of motels, rental involving mounted knights, archers,
apartments, and quality hotels provides drummers, acrobats, flags and music
the Hub(ei) base for regional tourism
takes place daily on part of the old
out to Yichang and Wusan, east to the
prison grounds throughout the tourist
East Lake area of Wuchang, and north
season. Designed with spectacle in
to the splendors of the Chu sites that
mind the backdrop is the city wall.
have now been fully excavated. In 2012
tourism DestinAtion ProJects 8
11. similar ‘meet and greet’ and orientation
art interactive machines allowed
facilities.
penetration of the virtual world.
The only thing remaining was to
By 2014, the River Walk developments
reactivate the airport, to provide the
that provide a mixture of modern
fourth of the portals- road-rail- river
offices, lodging, water side restaurants
and air. With this decision Jingzhou
and other private or public buildings
was at last able to offer rapid access
had come to change the entire
its own and other destinations,
projection and positioning ofJingzhou
lengthening ‘dwell time’ and increasing
City. The ‘Walk’ was developed as a
the visitor spend.
belt around the perimeter of the moat,
and came to be inhabited by many
Today Jingzhou represents one on
new start up firms, as well as offering
the most dynamic examples of a
specific employment for a new set of
city establishing a new economic
workers capable of providing twenty
base. Many people in both primary
first century skills. The University of
and secondary support and services
the Future moved back to JZ in 2016
industries derive their income from
because this was the most exciting
this industry. As Chinese domestic
place of the region.
disposable income rose, and as the
country became by this year of 2020 the
The affect of this dynamism had a side
most visited from international tourism
effect on Shashi, in that the avenues
the future looked bright. The name
that led to the gates became more, not
of Jingzhou has circulated around the
less important. The ultimate goal was
world. It features on the tourist routes,
to provide a green corridor that with
and as a part of the greater tourism
parks and gardens led all the way to
offer of Hubei Province.
the Yangtze. The walled city becomes
the open space, the lung, the garden for
the city. A mixture of formal, informal,
In 2006 Jingzhou had 250,000 visitors a year. In 2027, Jingzhou became agricultural, passive, active…
the fourth most visited city (tourists, business travelers, and students) in
Completion of the Four
Mainland China (after Bejing, Shanghai and Xi’an) with an annual tourist
Portals
turnover of 3,000,000!
Here, by the river bank, development
of the Yangtze River Portal became a
major arrival and departure structure
that was tied to an inter-modal transit
station and the side tower hotels
around the south end of Shashi’s main
plaza. This complex now compliments
the northern railroad station that has
tourism DestinAtion ProJects 10
13. Location
Jingzhou City is in the mid part of
Hubei Province, and further to the
south, with the longitude 112016’ and
latitude 30026’, connecting Wuhan,
Xianning on the east, Yichang on the
west, Jingmen on the north and Hunan
Province on the south. It has two
districts: Shashi and Jingzhou Districts,
three counties: Jiangling, Gong’an
and Jianli. It is also in charge of three
county-rank cities: Shishou, Honghu
and Songzi.
The characteristic of Jingzhou City is
“national historical and cultural well-
known city, important port of mid
reaches of Yangtze River and the core
city of mid and south area”.
Climate
Jingzhou has a subtropical, humid and
monsoon climate, with annual average
temperature of 160C and annual rainfall
1158 mm. The city’s river network
is dense; lakes and marshes are
intertwined: the Yangtze River, Juzhang
River, Tiger Cross River, Weishui Lake,
Honghu Lake, Taihu Lake Estuary,
Long Lake and Haizi Lake. In the
urban area, there is the Moat, West
Lake, North Lake, West Canal, Horse
Pool, Jingsha River, Jiangjin Lake and
Bianhe Lake.
History and Culture
Jingzhou’s geographic position is
unique. The city has a favorable climate
and fertile land. Its historical culture is
remotely originated. Since five or six
tourism DestinAtion ProJects 12
15. Guan) scraping the infected arm bone
for treating poisonous arrow-shot,
Guanyu’s Horse Pool, General Officers
Appointment Terrace, Horse-Driving
Mount, Reedy Patches, the site of
Zhang Fei’s Shouldering a basket of
earth, etc. These are all vivid and well-
known Three-Kingdom legends.
Center of Chu Culture
Jingzhou is also the center of Chu
Culture. The ancient literature and
poems are prolific here. In remote
times, Jingzhou had been a place of
developed music, and “South Style”,
“Chu Sound” originated here. The
famous patriotic poet Qu Yuan had
taken the court position of “Zuo Tu”
and “San Lu Da Fu”, and had written
the masterpiece Chu Ci. He has
become one of the four great patriotic
poets of the world. One of Li Bai’s
poems mentions Jiangling, “Morning
leaves Bai Di Cheng (Cheng Du) in
fine weather, while thousand miles
away Jiangling is reached in one day.”
This poem is still famous. Jingzhou
is known for many brilliant people,
such as Song Dynasty Zhu Ran (a
scholar); Tang Dynasty Prime Minister
Liu Bo; Yin Wenchang, and the three
generations of Cen family who all
had once been Prime Ministers; Song
vice Prime Minister Tang Jie; and
Ming brilliant Prime Minister Zhang
Juzheng.
Jingzhou’s tourist attractions are a
“diamond in the rough”: gems waiting
to be discovered by a larger audience:
the historically well-known walled city,
Songi Weishui Scenic Area, Honghu
tourism DestinAtion ProJects 14
31. conquered Yingdu. Following the fall
In its early years, Chu was a successful
The Three Kingdoms period is one
of Yingdu, Shouchun (in today’s Anhui
expansionist and militaristic state. Chu
of the bloodiest in Chinese history.
province) became the state’s capital-in-
developed a reputation for coercing
A population census in late Eastern
exile.
and absorbing its allies. Chu grew
Han Dynasty reported a population
from a small, dependent state into a
of approximately 56 million, while a
large empire worthy of contention,
population census in early Western
Chu Culture
even attaining the traditional title of
Jin dynasty (after Jin re-unified China)
Based on archaeological finds, Chu’s
one of “The Five Overlord States of the
reported a population of approximately
culture was initially quite similar to
Spring and Autumn Period” . Chu first
16 million. Even taking into account
that of other Zhou states. Later on, Chu
consolidated its power by absorbing
the inaccuracies of these census
culture absorbed indigenous elements
the lesser states within its immediate
reports, it is safe to assume that a large
as the state expanded to the south and
vicinity in Hubei; then, it expanded
percentage of the population was
east, developing a distinct culture from
into the north towards the North China
wiped out during the constant wars
the traditional Northern Zhou states.
Plain. The threat from Chu resulted
waged during this period.
in multiple northern alliances against
Early Chu burial offerings consisted
Chu and its allies; these alliances
Chu (state)
primarily of bronze vessels in the Zhou
successfully kept Chu in check, with
From Wikipedia, the free encyclopedia
style. Later Chu burials, especially
its first major victory at the Battle of
Chu was a kingdom in what is now
during the Warring States Period,
Chengpu.
southern China during the Spring and
featured distinct Chu burial objects,
Autumn period (722-481 BCE) and
such as colorful lacquerware, iron and
The kingdom’s power continued even
Warring States Period (481-212 BCE).
silk, accompanied by a reduction in
after the end of the Spring and Autumn
bronze vessel offerings.
period in 481. Chu overran Cai to the
It was originally known as Jing and
north in 447 BCE. During the Warring
then as Jingchu . At the height of its
A common Chu motif was the
States Period, Chu was increasingly
power, the Chu empire occupied vast
depiction of snakes, dragons
pressured by Qin to its west. Chu’s
areas of land, including the present-
and serpent-like beings. Some
size and power made it the key state in
day provinces of Hunan, Hubei,
archaeologists speculate that Chu may
alliances against Qin. As Qin expanded
Chongqing, Henan, Shanghai, and
have had cultural connections to the
into Chu territory, Chu was forced to
parts of Jiangsu. The Chu capital was
vanished Shang dynasty, since many
expand southwards and eastwards,
at Ying , which was located in what is
motifs used by Chu appeared earlier
absorbing local cultural influences
today Hubei province.
at Shang sites, such as motifs depicting
along the way. In 333 BCE, Chu and
serpent-tailed gods.
Qi partitioned and annexed the coastal
The land of Jing was inhabited by the
state of Yue.
native Chu people. The early Chu
Later Chu culture was known for its
state was ruled by an aristocracy
affinity for employing shamanistic
By the late Warring States period
with close affinity to the Zhou kings,
rituals. Chu was also known for its
(ca. late 300s BCE), however, Chu’s
with its capital at Danyang. Prior to
distinct music; archaeological evidence
prominent status had fallen into decay.
the dissolution of Zhou’s power, the
shows that Chu music was annotated
As a result of several invasions headed
territory was transferred by authority
differently from Zhou music; Chu
by Zhao and Qin, Chu was eventually
of the Zhoucheng Wang of Eastern
music also showed an inclination for
subjugated by Qin.
Zhou to Xiong Yi.
using different performance ensembles,
In 278 BCE, Qin general Bai Qi
tourism DestinAtion ProJects 30
33. the river, now Jiangsu, Zhejiang, and from their capital at Nanjing, though
Shanghai. Although the Yellow River it later moved capital to Beijing. The
ROC capital was located in Nanjing in
region was richer and more developed
the periods 1911-1912, 1927-1937, 1945-
at that time, the milder climate and
1949.
more peaceful environment made the
Yangtze river area more suitable for
Famous people
agriculture.
Famed poet Qu Yuan hailed from
From the Han Dynasty, the region of
Chu. A government minister and a
the Yangtze river became more and
patriot, he had advocated uniting
more important in China’s economy.
with the other states to combat the
The establishment of irrigation systems
rising hegemon Qin, yet to no avail;
(the most famous one is Dujiangyan,
he was banished by the king of Chu.
northwest of Chengdu, built during
According to tradition, such was his
the Warring States period) made
grief upon learning of the Qin invasion,
agriculture very stable and productive.
reportedly committed suicide in the
Early in the Qing dynasty, the region
Miluo River. The Duanwu Festival
called “Jiangnan” (that includes the
honors his death for his country.
southern part of Jiangsu, the northern
part of Zhejiang, and the southeastern
Warrior King Xiang Yu also known
part of Anhui) provided 1/3-1/2 of the
as “Overlord of Western Chu”, he
nation’s revenues.
destroyed every single Qin army and
also was rival to Han Dynasty founder
Historically, the Yangtze became the
Liu Bang. He was fearsome in the
political boundary between north
battlefield but arrogance lead to his
China and south China several times
downfall.
(see History of China) because of the
difficulty of crossing the river. Many
battles took place along the river, the
most famous being the Battle of Red
Cliffs in 208 AD during the Three
Kingdoms period.
Politically, Nanjing was the capital of
China several times, although most of
the time its territory only covered the
southeastern part of China, such as the
Wu kingdom in the Three Kingdoms
period, the Eastern Jin Dynasty, and
smaller countries in the Northern and
Southern Dynasties and Five Dynasties
and Ten Kingdoms periods. Only the
Ming occupied most parts of China
tourism DestinAtion ProJects 32
35. Hubei province other inhabitants of
China or foreign visitors may visit
Jingzhou, either as a stop along a
defined tourist path, or because the
‘critical mass’ of Jingzhou’s content,
allied to marketing programs is
successful enough to encourage a two-
day visit.
Jingzhou City: Master Plan
Proposal
City Opportunities
As the city of Jingzhou metamorphoses
it looks back in history to times when
it was at the heart of politics and
strategy, and ahead to the dynamic
future represented by a vibrant China.
As the inefficient or tired buildings are
swept away there is the opportunity
to create a living environment that is
entirely unique. The master plan can
either revert to a standard city layout,
or it can represent something new and
in keeping with the interconnectivity
of modern life. As the requirements
for large offices goes away, work
can become pleasurable so the
new city core reflects change in the
urban manifestation. The probable
replacement of large formal squares
by more interesting neighborhood
landscape pockets that better serve
the local population should be couple
to an adherence to green principles-
the elements of the Eco City that are
emerging in places like Dongtan and
Chongming.
tourism DestinAtion ProJects 34