“三味農莊”的文化創?意之路

文化產業是21世紀的“黃金產業”，是世界各國競相發展的“朝陽產業”。文化產業最鮮明的特點就是創意。近年來杭州文化產業迅速發展。前不久，杭州成為繼深圳、上海、成都之后，第四個躋身全球創意城市網絡的中國城市。在杭州城鄉區域統籌的大背景下，富陽東洲街道黃公望村“三味農莊”的莊主張建軍，在最美麗的地方，謀劃著最富創意的事業。

從農莊到公司，他在文化上破題

認識張建軍的人，都會說這個人有想法、點子很多，這些點子還常常讓人心動。“往往是你還在學他目前的做法時，他就已經有了新的好點子，打算走向一種新的模式。”用一句很時髦的話來形容張建軍，那就是“一直被模仿，從未被超越”。從“農家樂”到“三味農莊”，再到“浙江富陽公望山居文化旅游有限公司”，改的不僅只是名稱，每一次的改變都伴隨著一次重大的結構轉型和布局的調整。

回顧往昔，張建軍介紹，黃公望村的“三味農莊”前身是新沙島創辦的農家樂，上世紀80年代曾經紅極一時，新沙島農家樂是全國農家樂發源地之一。1996年，因種種原因，“農家樂”從新沙島整體到了黃公望村（當年的白鶴村）。新沙島成為青少年活動基地，開展以“我到農村認個家”為主題的夏令營活動，讓學生來此體驗農事。

“2001年，村里開始有人自己辦起了農家樂餐飲，生意異常紅火，其他有經濟實力的村民紛紛效仿，只過了兩年就增加到了五六家。”當年張建軍依托這個農家樂的基地，自然也是率先做起來的人之一。2003年在股份制改革機遇面前，張建軍將“農家樂”更名為“三味農莊”，并在2005年順利注冊了三味農莊有限公司。

“我們不能只停留在一家一戶餐飲上，應該通過一種模式，形成一種產業鏈，就是要好好把握‘黃公望’和富春山居圖實景地這樣的牌子，做文化的、藝術的產業鏈……”富陽東洲街道黃公望村三味農莊的莊主張建軍如是說，他要打出一張文化創意牌。有業內人士說，從白鶴村更名為黃公望村，從一個普通的農家樂旅游點到富春山居圖文化交流中心，在杭州城鄉區域統籌的大背景下，我們可以從中窺見張建軍改變的不只是名稱，而是從文化破題，走文化創意之路。

從農家樂到文創企業，找準突破口是關鍵

在三味農莊，張建軍考慮的不僅是讓游客吃到土家菜，更重要的是讓廣大游客體驗農家樂的“樂”。張建軍對轉制后的“三味農莊”進行深度挖掘，豐富活動內容，增加了坐牛車、水果采摘、打年糕、種植、垂釣、燒烤、挖野菜等游客可參與體驗的項目。2005年他還在自己的農莊開辦了歡樂大舞臺，增加了民族歌舞、竹竿舞、采茶舞、插秧舞等與農活相關的文娛活動。自打開辦了歡樂大舞臺之后，來游玩的游客大量增加，“大舞臺的節目不僅成為了三味農莊的亮點，更成了很多客人來此游玩的緣由”。

富有想法的張建軍一刻也沒有停下自己的腳步，他一直在思考創新。“作為一個企業，必須要有長久打算，做好長足發展的準備，絕不能單純停留于做農家樂。”張建軍看到各地的農家樂如雨后春筍般冒出，打算轉變自己的發展模式，尋找更好的突破口。“以我們黃公望村為例，2005年時已經開到了八九家，目前更是達到了16家之多。要說菜肴，每家都差不多；要說活動，仿效都很快，那如何才能找到自己的核心競爭力？我一直在尋求突破。”

從白鶴村到黃公望村，不僅是名稱的改變，更要發掘出其中蘊涵的文化魅力和發展機遇，張建軍十分清楚黃公望和《富春山居圖》的分量，他認為這是不可多得的文化資源，人家求也求不來的，所以他瞄準了這個方向，主動與富陽的書畫界聯姻，2006年在“三味農莊”成立了“富陽市書法家基地”，2007年又成立了“富春山居圖卷創作交流中心”。2009年他以“富春山居圖卷創作交流中心”成功申報了市文創項目，實現了從農家樂到文創企業的轉型。

山水與文化交融，創意與經營并舉

一條清亮的富春江支流從黃公望村邊流過，村的前方是連綿起伏的山峰。“黃公望紀念館”就在村中。

2011年6月1日，黃公望《富春山居圖》完成了海峽兩岸的曠世合璧，黃公望隱居地的建設順利推進，張建軍又開始琢磨創建他的文化創意體驗園，他要整合文化資源。目前，他已建成“農耕文化長廊”、“書畫家工作室”、“書畫會展交流中心”，而“藝術會所”、“古造紙作坊體驗場”等設施正在積極的建設過程中。走進會展中心，一部分是展廳，兩壁掛滿了林林總總的書畫作品，中間盆花吐艷，一派姹紫嫣紅；另一部分則是一個中型多功能廳，半圓形的舞臺下排列著一排排桌椅，眼下是會場的布置。

張建軍向我們表述自己的文化創意思路：吸引更多的知名書畫家來到富春山居圖的實景地創作寫生，同時也希望這些名家的到來能帶來更多的游客，提升實景地的知名度。“讓書畫名家在此創作，然后把他們的部分作品留在創作地的陳列館里進行展出；并且請來專門的拍賣公司，對名家的書畫作品進行拍賣。”張建軍訴說著自己的想法，“在節假日把中國美院的學生接到此地來創作寫生，然后將他們的作品開發成獨一無二的旅游紀念品和收藏品，呈現在來此旅游的游客面前。如有游客喜歡這些紀念品想帶回家，目前的途徑是，第一在陳列館預約洽談后直接購買，第二是從拍賣中獲得。”和以往一樣，這些不只是想法，張建軍都已付諸行動了。“目前我已經跟中國美院接洽，并且與拍賣行取得了聯系。我這么做，最終能達到三贏的效果，第一可以給美院的學生增加收入，給他們開辟成為名家的一種通道；第二，可以讓游客獲得極具收藏價值的旅游紀念品，給實景地帶來更多的人氣；第三，也能讓之前投入的各方獲得良好的收益。”

張建軍還向我們透露了一個細節，不久之后，黃公望村即將建成一個5D的“夢幻婚禮”影院，這場“夢幻婚禮”是即將播出的劉德華版的《富春山居圖》中的情景。“連沒上映的電影都已經被他用到了實處。”我們聽著他的述說，不禁感嘆，張建軍憑著“富春山居圖”的金名片，不僅讓傳統農家樂旅游文化得到了升華，更把富春山水的無窮魅力發揮到了極致。

Rural Restaurant

Goes Cultural

By Luo Xiaofei， Yuan Liju

People who know Zhang Jianjun unanimously agree that he is a man of creative business ideas. Many have copied his successes， but none has ever been able to catch up with him in getting new ideas for business.

He was first known as a man of creative business ideas in the 1980s when he started a restaurant on Xinsha Isle in the Fuchun River near Fuyang， now a county-level city under the jurisdiction of Hangzhou. The restaurant， embedded on the scenic isle with sandy beach， attracted visitors from Hangzhou. It is widely agreed that his business pioneered a path for village restaurants/inns to flourish across the nation. In 1996， the restaurant was relocated to White Crane Village as the isle was converted into an entertainment base for youngsters.

White Crane is the previous name of the village. As Huang Gongwang (1269-1354)， an artist of the Yuan Dynasty (1271-1368) who painted a timeless landscape entitled “Mountain Dwelling on Fuchun River，” became popular again， local people believed it was a great idea to rename White Crane Village as Huang Gongwang Village.

Zhang Jianjun ran his restaurant in the village. Some neighbors copied his success by opening up their own restaurants. In 2003， Zhang Jianjun converted his restaurant into Sanwei (meaning three tastes) Resort and began to branch out. He offered a wide range of hands-on recreational programs for tourists to experience a rural life. He also offered entertainment shows. As Huang Gongwang became a hot topic in culture and politics across the Taiwan Straits， Zhang decided to take advantage of the situation. His idea was to tap into the wealth hidden in the name of Huang Gongwang and his timeless masterpiece.

In 2006， he set up a workshop at his resort for local calligraphers. In 2007， he founded a creativity center named after the great artist’s masterpiece. In 2009， the center was approved as a cultural program of Fuyang City. This approval is a landmark for Zhang’s enterprise: since then his business has been booming.

The village houses Huang Gongwang Memorial. In front of the village are wooded peaks and a stream zigzagging and joining Fuchun River. The joint exhibition of the two parts of Huang Gongwang’s masterpiece in Taiwan in June 2011， the first time after three dynasties and one short-lived republic， publicized the reputation of Huang Gongwang in China and boosted Zhang’s business in the village named after the artist.

Since then， Zhang Jianjun has consolidated his resources and set up a gallery for farming culture， a studio for painters and calligraphers， and a conference and exhibition center. He plans to add to his cultural business an art gallery and a papermaking workshop where ancient papermaking technology will be restored.

With all these facilities， Zhang aims to attract more artists to sketch and create works at the village where Huang Gongwang lived and created his timeless masterpiece. Of course， he hopes that the presence of artists at the facilities will bring more tourists and better promote his business. His business plan runs like this: he will invite painters and calligraphers to create on his estate and he will display some of their works at his galleries. He will engage an art dealer to auction these masterpieces.

Zhang dreams that he can invite students from China Academy of Art in Hangzhou to create works here at his business. These student artworks can be made available to tourists through two channels: tourists can buy them directly from the gallery or from the art dealer. Zhang has acted upon his inspiration: he has contacted the academy and art dealers. He believes this will be a win-win-win situation: students will earn some pocket money and get an opportunity to establish themselves as artists; tourists can buy these artworks as souvenirs and art activities are expected to bring in more visitors; and his business will benefit from all these activities.