Fears that the Bird's Nest and the Water Cube would turn into white elephants, sucking in millions for maintenance, have faded after stakeholders lined up an array of events and attractions to keep the iconic venues alive and active.

Sandwiched between Jackie Chan's gig on May 1 and Zhang Yimou's arena production of the opera Turandot in October, Chinese soprano Song Zuying and pop star Jay Chou will join hands with star pianist Lang Lang and great tenor Placido Domingo on June 30 for Charm of China - Bird's Nest Summer Concert.

A brand-new production of Swan Lake debuts next door at the Water Cube on Friday. And in the next two months, ballerinas and synchronized swimmers from Russia and France will perform a show specially produced for the venue.

A series of water concerts have been staged since last October and Beijing Children's Art Theatre performed its latest production, Legend of Beijing, during the Children's Day holiday.

The post-Olympic use of Beijing's venues was a hot debate even before the Games started last August. The Bird's Nest cost about 3.5 billion yuan ($425 million) and the annual operation and maintenance bill is estimated to be more than 170 million yuan.

Turning the stadium into a commercially successful venue for major sports events, high-profile performances and other long-term needs of the community was seen as a challenge.

Naming rights or a lucrative corporate sponsorship would have been easy options. Insiders revealed that Adidas had offered 70 million yuan for naming the stadium after the sports goods giant, but Yang Weiying, deputy general manager of Beijing CITIC Consortium Stadium Operation Co Ltd, which has a 42-percent stake in the venue and management rights for 30 years, said: "We are not going to sell the right to name the Bird's Nest now.

"The Bird's Nest is a symbol of national pride. It showcased Chinese people's dreams and achievements during the Olympic Games.

"People may feel uncomfortable seeing a company label attached to the venue."

There have also been reports that Beijing Guo'an soccer club could move to the Bird's Nest to play home games because CITIC Group sponsors the club.

But Yang said it was a "mission impossible" for a Chinese Super League club to raise gate revenues or sponsorship for the move.

Yang said the Olympic venues have been developed on four main fronts: Tourist attractions, hosts of high-profile sports and entertainment events, to showcase the Games legacy and provide commercial services.

After the Olympic Park opened to the public last October, the Bird's Nest and the Water Cube have become huge draws. According to Wang Chun, deputy director of the managing committee of the Olympic Park, the Bird's Nest has received more than 4 million tourists and earned some 210 million yuan while the Water Cube has been visited by more than 2 million and raked in 80 million yuan.

"It's amazing for any single destination in the world to receive so many tourists in such a short time. But we are still thinking of ways to develop it into a more friendly multi-functional park. During the National holiday, some 80,000 tourists visited the Bird's Nest but now the number has declined to 5,000 to 6,000 per day. So we must improve the facilities and create new attractions."

Zhang Hengli, deputy general manger of National Stadium Co Ltd, said the Bird's Nest will present carnivals and demonstration of breath-taking adventure sports in the day while hosting mega sports events or blockbuster shows after dark.

On Aug 8, Italian League Champion Inter Milan and Italian Cup winner Lazio will compete for the Italian Super Cup at the Bird's Nest. It will be the first major international sports event there since the 2008 Olympics and will be followed by the Race of Champions in November. Pitting champions and leading drivers from the world of motor sport, the event was held in London's Wembley Stadium in the past two years. Michael Schumacher and Sebastian Vettel have confirmed their attendance to defend Germany's National Cup glory in the annual race.

"We will carefully select the events and make it a world-class arena hosting high-profile national and international events," said Zhang.

"We not only rent out the venue but are also involved in producing and organizing events. We are co-organizers of Charm of China - the Bird's Nest Summer Concert and will make it an annual highlight event in Beijing's culture calendar. In addition to Turandot in October, we will produce other shows to mark New China's 60th anniversary."

The Bird's Nest and Water Cube will be redeveloped after the National Day holiday in October. Restaurants will open on the second and third floors of the Bird's Nest stadium while the Water Cube will be turned into an entertainment complex with cinemas and restaurants.

(China Daily August 7, 2009)