Using Billboards As a Part of Your Business Marketing Plan

Outdoor advertising is a low budget and effective way of advertising your company’s product. Among all available marketing and advertising channels, billboard advertising is the most widely accepted method, and has been proven to be the best sales strategy in the recent times. Nearly 5.6 billion dollars was spent on billboard advertising alone in the year 2007, as analyzed by the Outdoor Advertising Association of America.Billboard exposure is the best bet in outdoor advertising and isn’t that costly when compared to other mediums. And with the amount of eyes the product gets, the money is worth it. In the past few years several factors have triggered billboard signs and cost effectiveness being one of the prime reasons. One of the reasons is if an ad is placed in the local newspaper or a television channel, the advertisement gets noticed for only thirty seconds and when the same advertisement is placed on billboard, it gets noticed through out the day, for months.Thousands of people view billboards everyday on their way to jobs or home. It also doesn’t get lost in the pages like an ad placed in a newspaper or magazine. There is a frequent and continuous delivery of message. No other marketing method can grab the attention of people like billboards can. It creates brand awareness and strong name recognition.One of the reasons behind the cost being low is technology. In the early years, billboards were hand-painted due to which the labor cost was high. Now, advertisers design and print their sales or ad copy on a huge poster board or vinyl board by a computer-aided printer, which is very cost effective.Creativity can be achieved to the highest extent, with ease and less money. The brighter, colorful, creative the artwork is, the more eye-catching it becomes. With the advancements in technology, it takes very little time to design outdoor campaigns with unlimited possibilities.Before placing a billboard ad in a particular area, it’s better that research is done about the interest of the people in and around that area. Like if the advertiser desires to post on a highway, he can choose the advertisement on a motel, cafeteria, or gas station.The cost for an outdoor marketing campaign is very reasonable. It varies from $1,000 to $3,000 per month depending on several factors, of course. Ten advertisements will cost around $ 30,000. It might look like a big amount, but it costs almost the same if placing a full-page ad in a newspaper for only a day. And if the effectiveness is considered for both the methods, newspaper marketing is not even half as effective as billboard advertising.Billboard advertising has high-impact on people and is a cost-effective method of reaching target customers. The above-mentioned ideas are but a few of the many advantages of billboard advertising.From placing the you ads at a theater multiplex, highway, airport, and even pasting them on cars, any kind of product can be advertised to any kind of audience using billboard marketing.

How to Choose a Martial Arts School – 10 Steps Guaranteed to Save You Time and Money

What are the most important things to look for when comparing martial arts schools?
What are the tell tale signs of a quality school that you can spot immediately?
What are the best questions to ask, and how do you know if they can really deliver?
What part of a contract can you negotiate?These are just some of the important questions you need to know how to answer before shopping around for a martial arts school.A commitment to martial arts is an investment in time and money, so knowing exactly what to look for in a school, and knowing what questions to ask, will give you the clarity and confidence to make a smart choice.A bad choice in a martial arts school can be an expensive lesson, so use this guide to educate yourself.There is a huge variety of martial arts schools out there. Facilities range from expensive health-club-like facilities to open space warehouses. Martial arts schools aren’t regulated to insure quality of instruction or business practice. There is no official governing body and no universal grading standard in martial arts. Almost anyone can open a school and appear to be an expert.What do you look for beyond price, amenities and convenient schedules? While most people first consider price and the facility, there are more important factors that you need to consider first!These 10 steps show you how to make the best decision in choosing a martial arts school:Objective
Instructors
Class Dynamic
Student Results
Curriculum
Style
Facility
Service
Price/Fees
Instinct1. OBJECTIVE:Before you start looking into martial arts schools, determine your true goals for martial arts practice. To get the most out of your training, clearly identify your real goals and the specific benefits you want to have.Ultimately, you just want to feel good about yourself and feel super confident, right?However, this is usually not enough of a specific emotional motivator for consistent practice.The majority of people who start martial arts rarely make it past a few months of consistent practice. It’s not just a lack of motivation. Not having clear goals is usually why people don’t follow through in practice.To determine what you really want from training, start by narrowing down what you wish to focus on.The focus of your practice can be broken down into several areas. There’s no right or wrong – it comes down to personal preference.For starters, you can number these in order of importance.Physical Fitness as the main goal, with martial arts aptitude as a secondary benefit.
Purely Combative Focus, with fitness and personal growth as added benefits
Creative and Artistic Expression, aesthetics, beauty and WOW Factor
Competitive Focus, sports aspects such as one on one competition
Mental and Emotional Growth, catalyst for self-discovery and spiritual growth, cultural and philosophical interestsAsk yourself clarifying “Why” questions, so you can identify what you’re really going for.This is the first step in filtering the selection of schools to choose from. Once you’ve identified your goals for martial arts practice and understand why they are your goals, you’re ready to search for a school.2. INSTRUCTORS:An instructor plays the key role in how you will achieve your goals.Finding a good instructor is more important than choosing a style, and is probably the biggest factor in your decision to join a school. It’s nice to have impressive amenities and expensive equipment, but ultimately a martial arts school is only as good as it’s instructors.Being a black belt doesn’t qualify someone to teach!A competent instructor is knowledgeable, experienced, and has the ability to effectively pass on his craft.
A good instructor possesses leadership and communication skills.
A great instructor will also display sincere empathy, showing a genuine interest in helping you achieve your goals, bringing out your individual strengths.Look for other attributes that increase an instructor’s ability to add value to your training:Proven competitive track record, such as World Champion Titles
A degree in an area such as psychology, sports medicine, kinesiology or related fields
Military, law enforcement, or security experience
Involvement in a credible martial arts organization
Extensive knowledge of a culture or philosophy that you’re interested inAlthough an instructor’s experience and background provides some credibility, don’t be overly impressed with awards and certificates.Their mindset and level of experience will be apparent through subtleties in character and by their actions.Quality instructors are sincerely interested in helping You and won’t feel the need to boast about their own credentials or prove themselves. Instead of boosting their own egos, high-level instructors are very attentive on coaching you to achieve your goals.You can often measure an instructor more accurately by their students’ results and satisfaction than by credentials alone. The students themselves may be the greatest indication of the quality of instruction.Just like a good business is constantly researching and developing, high-level instructors research and develop methodologies in order to continually improve. A lifetime training in martial arts isn’t enough to reach human potential!A high level instructor portrays noble characteristics of a role model and leader.Confident instructors welcome feedback and respond to your questions with patience and insight. They are usually very humble, and rarely speak negatively about any other school or style.Also, find out if the school’s head instructor is actively teaching. Some schools have classes primarily taught by an assistant or senior students, while the head instructor only makes an occasional appearance.While assistant instructors may be totally capable of teaching, watch out for schools that “sell” you on the instructor but have someone else teaching.3. CLASS DYNAMIC:Make sure you know how to evaluate a school in two parts, the content and the context.The context of a martial arts school is made up of the training methods and environment. What kind of setting is the school providing?A supportive learning environment is crucial to maximize the assimilation and retention of material. The context of training can be more important than the content, (or material), intended to be learned.Look for context such as:The collective mood or energy of the instructors and students
The class dynamic – structure and flow
How the amenities and equipment are used
The training methodologies
How the ranking system is structured
The quality of serviceOne of the best ways to evaluate a school is to watch or participate in a class.You can watch videos, visit a website and read all about the credentials and features of a school. However, you can only get a true feel by “test driving” the actual group classes. Many schools offer free consultations or introductory private lessons.If a school allows you to watch, or better yet, participate in a class without obligation it speaks highly of their confidence and transparency.


The class dynamic is the best demonstration of the instructor’s martial arts aptitude and ability to teach. It reveals how the students interact with each other and the instructor. It’s also the perfect opportunity to see how their curriculum is implemented into training.Consider the size of the classes and how that may effect your training. The make up and flow of the classes will either help your learning experience or hurt it.Look for the following:Is there a significant age difference among students that may restrict your practice?
Is there a significant difference in the students’ experiences or physical abilities?
How formal or informal are the classes? And, how does that effect your practice?
How much supportive individual attention do the students receive?
Is there anything about the facility that’ll hinder your practice? such as cleanliness, stale air, too cold or hot, distracting noises, etc.Many beginners prefer large classes. It can be easier to follow along with the examples of many other students. There’s also less intimidation as the collective group dynamic can conceal individual insecurities and lessons the pressure to keep up.On the flip side, there is a key benefit to smaller classes that’s important to consider. There is more opportunity to receive personal attention from instructors that can greatly accelerate your learning curve.Again, instructors are the backbone of a martial arts school. The instructor consciously, or unconsciously, dictates the energy of the entire class.Here are some other things to look for:Does the instructor facilitate class with control and safety? (Notice if the students are enjoying themselves or seem uncomfortable and hesitant).
Is the instructor passionate and actively teaching or seemingly going through the motions and mechanically calling out commands?
Do the students seem inspired?A martial arts school provides the setting of a controlled environment where you’ll train to overcome future or potential challenges. In order to maximize results, good schools teach in a context that anticipates and matches the actual environment of those future and potential challenges.The classes must simulate the intended environment and must provide the necessary emotional stress in order to engrain instinctual trained responses.For example:If you’re seeking a combative style for self-defense, look for schools that safely facilitate reality based, high-stress scenario exercises.
If you’re training to fight in a ring or cage, look for a school that teaches you how to maneuver in the confines of a ring/cage under the same guidelines of the competition.
If you’re goal is to perform in tournaments, look for a school that can facilitate your training in a loud, distracting environment with large mirrors and an audience.
If your goal is to have fun getting in shape, look for classes that use good training equipment, have high energy, exciting exercises and a social atmospherePay attention to the flow of the class and notice how much of the class time is instructional. Some schools implement a lot of conditioning drills while others teach with a lot of verbal explanations. Notice if they have a lot of unnecessary “filler time”.It’s also a good idea to inquire about the school’s ranking system. Most traditional schools use some modification of a belt system, but what’s required to earn each belt can vary drastically from school to school.Is there a clear standard for aptitude and execution of techniques at each level? Or are the requirements based on time and the amount of classes taken?Many schools test for promotions after a set number of classes. This gives the perception of building capable intermediate and advanced students, which can be an important aspect of a school’s perceived value. Not to mention, belt promotions are a crucial source of income for some schools.Remember that there’s no official governing body in martial arts, so belt levels may not be valid outside of that school or organization.4. STUDENT RESULTS:The students provide tremendous insight as to the quality of instruction. You can often tell more about a school by the students’ results than anything else.The students are the products of the school’s training system and methodologies. If the advanced students don’t model your martial arts goals go find another school!When observing the students, pay attention to the ratio of beginner to advanced students. It’s a good sign if there are a lot of intermediate and advanced students. That means the school is able to retain their students, and usually equates to student satisfaction.Just as you probably don’t want to eat at a restaurant that’s always empty, be cautious of a school with a few students. What’s considered a small student base? Depending on the size of the facility and how long they’ve been in business, classes that have less than 10 students is a pretty strong sign that there’s something lacking in the school.Consider the characteristics and personalities of the students as well. It’s important that you are comfortable with your classmates cause you may be spending a lot of time with them.Are they the types of people you’d like to be around and train with?
Would you feel comfortable and safe training with them?
Are the students supportive of one another or are they highly competitive and trying to outdo each other?The student dynamic may also reveal how the instructor instills leadership and other life skills that you may wish to develop. Watch how the advanced students handle both challenges and successes.Take the initiative to speak to some of the students. Getting insight from existing students can make all the difference in your decision to join.5. CURRICULUM:Remember that a martial arts school can be evaluated in two parts, content and context. The curriculum and style of a school make up the content.Whether they call themselves a martial arts school, studio, academy, gym, or dojo, they are still businesses. They will promote themselves in creative ways to gain an edge over the competition. You can expect them to entice you with price incentives, boast their credentials, amenities and equipment, or make claims to get you results in the shortest amount of time possible.Don’t allow marketing tactics to distract you from determining if the school can actually support your training goals.Whatever a school claims to provide in your martial arts training, their students, classes and curriculum will give you a good indication of the school’s quality and true emphasis.The martial arts curriculum, (content), is made up of the techniques and material you will be learning at a school.The focus of your training must be supported by the curriculum and training methods.There are key points to look for in determining the quality of a curriculum. Begin by identifying the school’s emphasis. Take into consideration that when there is more focus on one aspect of martial arts, other areas are compromised to some degree.Forms and jump spinning kicks in the curriculum? You’ve most likely found a school with an artistic or traditional focus that may participate in tournaments. If this is what you’re after, the curriculum should consist of aesthetic techniques that have dynamic kicks and beautiful forms with and without weapons.
Are the techniques based on kickboxing and wrestling? A lot of sparring and no weapons in the curriculum? This is probably a school that focuses on one-on-one sport competition. Schools that build towards competition usually emphasize physical conditioning to reach peak performance.Although physical fitness may not be the primary goal in many styles, fitness is generally a by-product of training. You get in shape by default in martial arts practice.The majority of schools have a curriculum designed to provide a general overall perspective on fitness, sport competition and self-defense. For most people who are just beginning martial arts, a school’s curriculum and interpretation of martial concepts should be comprehensive enough to support you through many years of practice. If this is the case, start to look into other components of the school like their class dynamic.For those who have martial arts experience, or seeking a specific area of focus, determine if the school’s curriculum actually supports the emphasis you’re looking for.It’s not uncommon for a school’s true emphasis to be different from how they market themselves. Take note of the techniques in their curriculum and their applications.For example, let’s say your primary reason for martial arts training is purely for self-defense on the streets. You visit a school that claims to be proficient in teaching self-defense. Yet, they teach fixed stances and forms and only implement weapons training in advanced levels.This is a big red flag! This doesn’t mean it’s not a good school. It only reveals that their true emphasis is not truly combative.70% of assaults on the street involve some sort of weapon and over 90% of attacks go to the ground. Any school that claims to teach true self-defense while neglecting weapons training and ground fighting is just plain negligent.You should seek elsewhere if this is your focus. Modern combative styles will implement training in weapons and ground fighting right from the beginning.Training methods also implement high stress scenario drills with multiple attackers. You won’t find fancy acrobatics in the curriculum.Remember the old adage, “A jack of all trades is master of none.” Be cautious of a school that claims to deliver health and fitness AND teach you culture and philosophy AND turn you into a professional fighter AND prepare you for the streets AND promise personal or spiritual growth.6. STYLE:Martial arts can be compared to a huge tree with many branches or styles. All “styles” are based on the mechanics of the human body. Every style has strengths and weaknesses as they each focus on different aspects of the arts.The true measure of a martial art lies in the practitioner, not the style.Having a general understanding of the different types of styles and their focus will help you in achieving your goals. In martial arts there are hard styles and soft styles.Hard Styles focus on striking techniques where the body is used as a weapon for attacking and defending – force against force. Much of the training is external, based on physical conditioning for strength and agility.
Soft Styles focus on redirection and physical manipulation through leverage and positioning – using an opponent’s force against him. There is often more focus on internal training, training of the mind as well as developing the body’s sensitivity to energy.
Blended Styles incorporate concepts from both hard and soft styles in a complimentary method, flowing and transitioning from hard to soft and vice versa.Depending on the area of focus, each style differs in philosophy and training methods. Applications obviously differ as well.Among styles the emphasis of training will primarily focus on one of the following areas:Artistic Expression – Schools with an artistic focus emphasize creative physical expression – the “art” aspect of “martial arts”. Artistic styles implement forms or choreographed techniques in training. They typically have more aesthetic beauty, as movements are fluid and graceful like a gymnast or dancer.Tradition – Traditional styles are rooted with Eastern culture and philosophy. Traditional schools implement both external and internal training for the development of the mind-body-spirit relationship. With this emphasis, martial arts practice serves as lessons for life skills. Practice may also encompass elements of spiritualism.Competition – Competitive styles generally focus on the sports aspect of martial arts. Competitions can range by category including weight class, level of experience, geographic region and specific style. The emphasis is on winning recognition such as rankings, awards, and trophies that is based on a fixed set of rules.Combat – Combative styles focus on street defense or military application, including law enforcement. It’s the “martial” part of “martial arts”. The emphasis is on practical application over aesthetic form or physical conditioning. Training includes weapons and reality based scenario exercises.Fitness – Schools that focus on fitness use martial arts as a catalyst for holistic health. Classes usually consist of fun, energetic physical exercises based on martial arts techniques. Classes will typically implement a broad and general combination of styles and areas of focus.There are also Modern Styles, which are evolved blended styles that are the result of further researched and developed methodologies. Their focus can be artistic, competitive, combative, or emphasize physical fitness.While it may be a good idea to blend styles, it can be counter productive to combine your area of focus. Be clear on which area you wish to predominantly focus on.Again, there’s no right or wrong style. It’s a matter of personal goals and preference.7. FACILITY:The first thing to consider is the school’s location in relation to your home or workplace.Creating a new habit can be challenging, so convenience plays a big role in supporting consistency. You may be commuting several times a week for training, so make sure the facility is close enough so it doesn’t become an excuse for you not to go.Martial arts schools come in many forms. They can be part of a franchise, belong to an organization, or be a one man show run by a single instructor. They may resemble a fitness gym, yoga studio, gymnasium or warehouse.Don’t judge a book by it’s cover, and don’t judge a martial arts school by it’s facility.Although you can’t measure the quality of a school by the facility alone, it does reveal a lot about the owners mindset, aptitude, emphasis of the style and curriculum, as well as the school’s level of professionalism.The degree of cleanliness may reflect the standard of service. You can get a good idea of the school’s style and emphasis by the school’s design.A school should have the amenities and equipment that support the context of it’s curriculum, such as a cage or ring for MMA or kickboxing, proper mats for Jiu Jitsu, etc.Consider what the school puts money into and determine if it actually adds value to your training.Also notice the subtle details of the facility that may effect on your training. Does the air stink? Does the lighting or colors of the facility effect your energy and mood? How’s the parking? Is it noisy?Remember, expensive equipment, and other luxuries equals higher tuition fees. Be aware of the costs of extra rooms and large offices that don’t directly add value to your training.With a good instructor and some basic equipment you can practice anywhere!8.SERVICE:Some schools have great sales and marketing techniques to get you to join. But, it’s the quality of ongoing customer service that really counts.


Choosing a school that’s skilled in customer service will potentially save you from a lot of unnecessary headache. Poor customer service can ruin your martial arts experience at any level.Make sure that there are open lines of communication and that staff members are readily accessible to answer questions to your satisfaction.You may be with a school for many months or even years. Choose a school that cares enough to build a relationship with you.Know how to distinguish sales techniques from service.As mentioned, some schools are great at getting you in the door with attractive features and promotions. The question is, once you have signed up are you just another enrollment?A good comparison is the large franchised fitness gyms. Their amenities, equipment and low monthly fees are hard to pass up. However, once you join there’s virtually no service whatsoever. There are too many people who have gym memberships and don’t use them. They already have your financial commitment – a contract. Rest assured their service will pick up when it’s time for renewal. But is that service or just another sales technique?The level of transparency is the greatest measure of a school’s integrity. It’s a reflection of their standards of service.Does the school fully disclose all the costs involved in your training? Some schools have additional fees, like mandatory programs or association fees, that they don’t mention until you reach a certain point in your training.
When you have questions, do you get a clear answer right away or do you get an evasive response? The response you get is a good sign of what kind of service you can expect.
Many schools require you to sign a contract in order to take classes. Some schools offer a trial period where you can pay for a number of classes before you agree to a contract. A contract is simply a written agreement between you and the school, and it can always be negotiated. They should be willing to explain the details of the contract to your full understanding and agree to make any changes you feel are important, as long as it’s mutually beneficial.9. Price and Fees:How important is price to you? For many people, it’s the only real limiting factor.Since most people don’t know how to compare value to price, martial arts schools generally don’t advertise their prices – unless they’re promotional.Be honest. Before you read this guide, what’s one of the first thing you wanted to know about a martial arts school?Fees are usually priced by:Term period – specified time period with flexibility of the amount of classes taken, usually monthly or yearly
Number of classes – specified amount of classes taken
Combination of term and number of classes – usually a monthly fee based on the number of classes taken per week
Specific Programs – packaged programs such as Black Belt Clubs, Instructor Programs, Certification Programs, Seminars, etc.Tuition can range anywhere from $50 per month to $500 per month, depending on the school. Nowadays, the average tuition is about $150 per month for 2-3 classes per week.Tuition isn’t the only cost to consider. You will eventually be investing in training equipment, to some extent. Keep in mind that some styles require more equipment.While price is important, a common mistake is to compare price without comparing value.Consider the previous steps and the benefits before you focus on price. This way you can place some sort of dollar value on each component of a school and then shop around.Think of the convenience of schedule and location, the suitability of teaching style, class dynamic and level of instruction in relation to your personality and goals – can you put a price on that?With the knowledge you gained by reading this guide, you can make an educated choice in “how to invest” in your training instead of “being sold” a membership.Most schools require annual contracts. The contract should clearly explain the details of your membership. Generally, schools don’t offer any refunds on tuition.In most cases, a school will agree to make reasonable changes to the contract if you ask them.If you’re committed to your practice and have found a school following this guide, signing a contract is usually not an issue. However, knowing potential costs and understanding school policies will help you negotiate any changes, if necessary. What you’re really after is “peace of mind”, isn’t it?A contract should be mutually beneficial, so you want to insure that the contract also benefits you. This can mean discounted rates, as an example. A contract is also an incentive for you to get your money’s worth by coming to class regularly.Ask about:Price incentives for paying in full
Discounts for family members
Training equipment – and if they have to be purchased directly from the school
Belt testing fees
Any federation or association member fees
Cost for programs such as Black Belt Clubs and any other mandatory programs
Membership freezes in case of travel, injury, or maternity
Policy for relocation or moving
Fees for early cancellationIt’s also a good idea to ask whether the billing is managed directly by the school or if they use a billing company. Many schools use a billing company to help manage your tuition payments.If the school out-sources their billing, you will be dealing with the billing company for the payment of your tuition fees. The billing company will generally only contact you if you are late on your payment. If you ever have to deal with the billing company you can expect the type of service you get from a collection agency. They can also make negative reports on your credit.A high-quality school has the confidence to earn your business without requiring a contract. But they are rare. These schools are clear about their role. They focus on their core responsibility of providing quality instruction and guidance in your martial arts practice. Schools of this caliber don’t need to use creative sales and marketing techniques. Their business is built by their reputation, word-of-mouth.10. INSTINCT:Pay attention to your intuition when visiting a school. While going through the 10 steps outlined in this guide, you’ll instinctively know when you’ve found the right school.How long the school has been in business? Are they stable?
Are you confident in the instructor?
Do you like the instructor’s teaching style and personality?
Are the students friendly?
Did you have fun? Did you feel inspired?Ultimately, we make decisions based on our emotions and we justify them with logic. Your decision should be instant and definite. If you find yourself thinking too much or having to convince yourself, something is out of whack. Go back to step 1 or keep looking.

Budget Travel and Hotel Considerations – Travel Industry Making Changes To Compete For Consumers

If you are like most Americans, you having difficulty saving money while prices are rapidly increasing; things like college tuition, food and fuel. So, when it comes to traveling you are looking to shave off costs and find ways to travel on a budget, and well, no one can blame you for that. What you may not be aware of or have not considered is that in the travel business; everything from airlines and rent-a-cars to tourist destinations and hotels are trying to find better ways to accommodate the budget traveler.


For instance, many airlines have had their fuel prices boosted to record costs and many family budget and business travel hotels are making changes in management and in their operations. Recently, Choice Hotels named a new COO and President; Stephen P. Joyce, 48. Additionally they named a new Executive VP of Global Branding. Why, because they know that they must hold their American clientele and find ways to cut costs, while still attracting their overseas travelers who are paying in high valued currencies.There are many ways to cut costs in traveling and staying on a budget and hotels, rental car agencies and airlines are working very hard to compete for fewer travelers with fewer dollars, while still retaining a profit. Easier said than done, especially when jet fuel has almost tripled in cost since 2000 and recently the number of families traveling on vacation is being cut by a good 35% this summer, all due to cash strapped consumers, credit crisis and outrageous fuel costs. Airline Industry analysts are predicting one or maybe two major airlines filing bankruptcy in 2009 and some hotel chains have pulled back construction of new hotels in many locations.

National Center for the Performance Arts

The newly opened National Center for the Performance Arts, formerly named the Chinese National Grand Theatre, is the largest performing art center in the world. It is shaped like a massive, silvery dome in the heart of China’s capital that offers Chinese and international art performances of the highest standards. It hosts opera, ballet, musicals, dance, dramas and traditional Chinese performances.Situated west of Tiananmen Square in Beijing, the National Center for Performance Art occupies an area of over 149,500 square meters. There are three gigantic halls located inside: a 2,416-seat opera house, a 2,017-seat concert hall and a 1,040-seat theater. Its goal is to become the center of Chinese performance art culture. The National Center for the Performing Arts took nearly five years to build at a cost of over 2.69million RMB.Designed by the famous French architect Paul Andreu, this imposing building is a fine example of modern architecture. It has been thought of as resembling an eggshell, a baozi (Chinese steamed bread), or even a giant bubble. The National Center for Performance Arts has been listed among the top ten architectural miracles by the USA, for its energy-saving and environmentally-sound design. The center has three firsts: it is the largest sky dome in the world, the deepest building in Beijing, and is home to the largest pine organ in Asia. As its prompters have said, the National Center for Performance Arts has a lush dazzling interior, sophisticated acoustics and a design that that is superior to most of Europe’s or America’s performing arts centers. This building is so unique that it stands out amongst the nearby government buildings in central Beijing and the imperial grandeur of the centuries-old Forbidden City.


The interior design of National Center for Performance Arts, it is quite spectacular. The dome’s interior is paneled with long Brazilian mahogany spans, giving the expanse an amazingly warm feeling. While the walls of the theater, the smallest of the performance spaces, are covered in thick padded silk which is divided into red, purple and tangerine strips. The ceiling of the grey-white color-schemed concert hall consists of undulating waves of acoustical panels that resemble abstract art. On the exterior shell of the center, there are over 500 lights that shine like the stars in the sky, making the National Center for Performance Arts looks like a visitor from the outer space.Even though the exterior appearance of National Centre for Performance Arts is futuristic in design, it does not clash with nearby buildings. Surrounded on one side by a large pool of water, the reflections in the water form an impressive sight day or night. For this reason, National Centre for Performance Arts is said to appear like a “bright pearl resting in a lake.Most visitors to the National Center for Performance Arts, come for the performances, but there is much more to this beautiful building than just the three gigantic halls. There are also many smaller places located inside the National Center for Performance Arts such as: an underwater hallway, an exhibition hall, olive hall, library center, Press-release hall, souvenir shop, and a coffee house. In these locations, visitors or audience members can enjoy other aspects of this amazing building other than just performances.The Center’s management has hired the best performers from throughout China to perform. Musicians such as pianist Yundi Li, and Lang Lang are regulars to the National Center for Performance Arts’stage. Many foreign troupes are vying for a chance to perform during the center’s opening season. The first foreign troupe to perform on the stage of the National Center for Performance Art was the Mariinsky Ballet Troup of St. Petersburg(still marketed in the U.S. under its Soviet-era name, the Kirov Opera and Ballet). Although the center’s musical groups,ballets, symphony orchestras, and Chinese opera have received far less attention, they are also performed by some of the best artists in China.


To allow each audience to fully and comfortably appreciate each performance, the National Center for Performance Arts has makes great effort in its design of the opera house, concert hall and theater. The materials used in the construction of the opera house were chosen for their ability to control sound. The ceiling of the concert hall is designed so that each audience member will enjoy an unforgettable experience. The theatre, the place with the most distinctive Chinese characteristic, has the most advanced stage facilities and the largest auditorium. Each seat in the National Center for Performance Arts is placed over an air vent which will allow each audience member to enjoy perfectly controlled temperatures, and each seat is designed with a muffling devise so that no sound will be made when audience members stand up,or sit down. These many different features of the center has been put in place to insure each audience member will receive the most from each performance they see.Even if visitors to Beijing have no interest in watching a performance at the National Centre for Performance Arts, a visit to the center will leave a deep impression on them. It is one of the most brilliant architectural designs in the world, and worth a visit.