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衡阳蒸湘区：“湘超”链全城 福地焕新颜

作者ZPJ

9 月 30, 2025

——一场赛事如何激活城市消费生态“一池春水”

巨型观赛屏前人群欢呼呐喊，烧烤夜市烟火升腾，乡村民宿预订爆满……连日来，随着“湘超”联赛拉开序幕，衡阳市蒸湘区的空气里弥漫着一种别样的热度。

“湘超”足球联赛重磅回归，不仅点燃了绿茵场的激情，更悄然搅动着这座城市的消费生态。体育赛事与城市经济深度融合的画卷，正以惊人的速度在蒸湘大地展开。

打造观赛“第二现场”：让“看球”流量成“玩城”留量

每当“湘超”比赛日来临，蒸湘区各大商圈、餐饮场所便迎来客流高峰。

夜幕降临，华灯初上，弘阳广场上人头攒动，热闹非凡。商业体外墙上的高清大屏里，正实时直播着“湘超”联赛的精彩赛事。球迷们围坐在屏幕前，眼睛紧紧盯着屏幕，时而为精彩的进球欢呼雀跃，时而为紧张的防守捏一把汗。现场的音响效果震撼人心，将比赛的激情传递给每一位观众。

与此同时，广场周边的啤酒烧烤节也如火如荼地进行着。滋滋冒油的烤串在炭火上翻滚，散发着诱人的香气；一杯杯清爽的啤酒被端上餐桌，为球迷们带来丝丝清凉。大家一边品尝着美食，一边观看比赛，享受着这惬意的时光。

“没抢到球票，在‘第二现场’看球也蛮好！和这么多球迷一起边吃边看，氛围太棒了！”一位年轻球迷兴奋地说道。

“湘超”开赛以来，为让球迷有更好地观赛、互动体验，蒸湘区积极备战，在弘阳广场、万达广场、杉杉奥特莱斯等商圈，为广大球迷和市民精心设置了“湘超”联赛衡阳赛区大屏观赛“第二现场”，打造集体育观赏、文化娱乐、美食体验、消费购物于一体的市民嘉年华。

弘阳广场“第二现场”，球迷们热情挥舞着手中的荧光棒。（蒸湘区融媒体中心供图）

“看球”流量不仅吸纳于各大商圈，街头巷尾的餐饮店也巧妙借势，将“看球”与“消费”无缝衔接。

衡阳首场主场比赛期间，位于华新街道的“串小白”烧烤店内欢呼声此起彼伏，当天店家推出的1000份“支持湘超•衡扫千军”388元团购套餐，1分钟内被抢光；“322猪肉米粉铺”精准捕捉衡株“CP梗”，推出来店半价吃粉、凭观赛门票免费吃“杀猪粉”等活动，吸引众多球迷游客打卡……

小小的观赛“票根”，成为蒸湘区深度运营“粉丝经济”的关键抓手，让原本仅限于90分钟比赛的注意力，延伸至赛前聚餐、赛中观赛、赛后庆祝的全消费链条，把“看球”流量化为“玩城”留量。

构建城乡互补“旅游动线”：以“观赛+”撬动乡村游

球迷在感受赛事激情的同时，可以体验基地采摘的乐趣。(蒸湘区融媒体中心供图）

赛事的辐射效应并未止步于城区。蒸湘区借势“湘超”赛事热度，依托近郊地缘优势，巧妙设计“观赛+乡村游”的城乡互补“旅游动线”，将城市客流引向美丽乡村。

距离衡阳主城区半小时车程的雨母山镇和呆鹰岭镇，就是此次“观赛+乡村游”经济的重要“顶梁柱”。

首日上午，游客可登坐落雨母山镇的雨母山风景区，感受“寿比南山，福生雨母”的五福传说，也可以沿绿荫环绕的生态步道登山览胜，在福山雨母的天然氧吧中呼吸清新空气，远眺蒸湘城区全景。

中午，在山脚的特色农家乐品尝当地时令野菜、土鸡活鱼等原生态农家菜，体验地道衡阳乡村风味。

下午的行程则充满互动乐趣，游客可参与酒店、民宿设置的趣味足球挑战、球星脸谱彩绘、球队应援物手工制作等活动。

傍晚时分，在雨母星空下感受专业户外影音设备搭建的“星空观赛场”，共享赛事直播盛宴，让激情呐喊与山野静谧形成独特共鸣。

第二日，可以去山上的雨母山艺术家部落，在感受体育激情之余，领略艺术作品的魅力，在笔墨丹青中舒缓观赛的紧张情绪，获得身心双重滋养。

也可以驱车10余分钟，抵达衡阳市的“菜篮子”“果园子”——雨母山镇、呆鹰岭镇丰富的果蔬基地，体验一波采摘乐趣，把最新鲜的“衡阳味”带回家与家人品尝。

这一联动旅程巧妙打破了传统观赛模式，使体育赛事与自然景观、乡村生活有机融合，为游客提供了“白天拥抱自然，夜晚挥洒激情”的全新体验。

“看完比赛带家人住民宿、摘水果，这种‘体育+休闲’的体验比单纯看球更丰富。”来自株洲的球迷李先生称赞道。

文体旅融合的乘数效应正在显现。蒸湘区文旅部门负责人表示，9月份以来，“观赛+”模式持续带动乡村游升温，全区乡村景点接待游客量同比增长近14.5%，农家乐平均收入增幅超过12.5%。

下足文旅保障“硬功夫”：承接全民狂欢的底蕴气量

人流如潮水般涌来，如何承接这波消费热潮，考验着城市的运营能力和服务水准。蒸湘区提前布局，下足“硬功夫”，全面提升文旅保障体系，为消费生态的激活奠定坚实基础。

安全是舒适出行的前提与保障。蒸湘区依托“蒸湘义警”，配合民辅警在重点区域以“步巡+车巡”“定点巡+流动巡”模式，联动开展巡逻防控、矛盾调解等。该模式下，如果发生突发事件，义警指挥中心接报警即发出指令，事发周边的“义警”可火速集结驰援，形成“1分钟自救、3分钟互救、5分钟处置”的快速反应圈。

不仅如此，蒸湘消防、医疗等部门也提前制定详细应急预案，比赛日投入安保力量比平时增加一倍，确保各类活动安全有序进行。“看到这么多警察和志愿者在场，我们看球舒心、玩得放心。”带着孩子观赛的市民纷纷表示。

优质的文旅服务是基础。蒸湘区文旅部门赛前集中走访了辖内酒店、餐馆和旅游景点，推动开展“服务提升专项行动”，鼓励企业对从业人员进行统一培训，推行标准化服务流程，确保每位游客都能感受到蒸湘的热情与专业。

雨母山艺术家部落 (蒸湘区融媒体中心供图)

作为千年文化名城，蒸湘区除了积极备赛的“硬功夫”，深厚的文化底蕴与繁荣的夜经济，也是其承接全民狂欢的底气所在。

南岳衡山七十二峰之一的中国福山、祈雨圣地雨母山，别具一格拱梁结合构造的清代古桥黄花桥，古代湘南民居建筑、见证衡阳保卫战的陆家新屋；灯火繁华的南华里夜间文化和旅游消费集聚区，烟火气升腾的雁鸣溪夜市，还有百花齐放的“地摊”与“后备箱”经济。在蒸湘，古韵与潮玩相得益彰，游客在观赛之余，能深度体验本地文化魅力。

一场赛事激活一座城。“湘超”足球联赛如同投入湖面的一颗石子，激起层层涟漪，荡漾至蒸湘的各个角落。体育赛事与城市发展共生共荣的蒸湘实践，提供了一个观察现代城市经营的新视角：以赛事为媒，整合资源、营造场景、提升服务，最终实现“流量”变“留量”，“关注”变“消费”，“赛事”变“产业”的良性循环。

蒸湘这片福地，正因一场赛事焕发新颜，展现出体育赋能城市发展的无限可能。（唐曦 龙青 谢睿）

作者 ZPJ

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《衡阳蒸湘区：“湘超”链全城 福地焕新颜》有94条评论

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