Annual Report 2004 - Leisure and Cultural Services Department Brand Hong Kong - Asia's world city
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  Avenue of Stars

The Avenue of Stars (AOS) was officially opened on April 28 and immediately became a major draw-card for both local and international visitors. The avenue stretches for nearly half a kilometre along the Tsim Sha Tsui Promenade. The $40-million-project was donated by New World Development Co. Ltd. (NWD). The main elements include a 6-metre tall sculpture of the Hong Kong Film Award, sculptures related to the film industry, the handprints of 100 honoured film stars, a mini performance stage, nine milestones depicting the history of Hong Kong's movie industry, various kiosks and mobile carts selling refreshments and souvenirs, and a giant LED screen featuring a 'welcome video'.


The 6-metre tall sculpture of the Hong Kong Film Award is a magnet for millions of visitors to the Avenue of Stars on the Kowloon waterfront.
The 6-metre tall sculpture of the Hong Kong Film Award is a magnet for millions of visitors to the Avenue of Stars on the Kowloon waterfront.

Construction of the AOS began in June 2003 and was completed in April. Its management, maintenance and operation has been entrusted to NWD for 20 years at a nominal consideration of $1. However, the overall management authority rests with the LCSD, which has set up a Management Committee to oversee the management, operation and performance of the avenue in a bid to promote it as a special tourist attraction. The committee comprises representatives from the LCSD, NWD, the Hong Kong Tourism Board (HKTB), the Tourism Commission, the Architectural Services Department, the Yau Tsim Mong District Office and the Hong Kong Film Awards Association Limited (HKFAA). The concept was initiated by the HKTB, which is actively promoting the new attraction, with the HKFAA providing expert advice to enrich the 'star-studded' content.

By the end of December, the AOS had attracted over eight million visitors, with an average monthly attendance of about one million. In creating a festive atmosphere to attract visitors, the Avenue of Stars Management Ltd. organised numerous promotional events. Live band shows, musical performances and dances were held almost every evening, while special thematic promotional events were organised during festivals and public holidays, such as Starry Wonders in a New World during the Mid-autumn Festival, Join the Halloween Party, and a Christmas Extravaganza. Because of its prime location with magnificent harbour view, the avenue has become one of the most popular spots for viewing fireworks display and for Mainland visitors taking a stroll.

 
 
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