dig its connotation

We’re thinking of heading up to check out the Quingdao Beer Festival:

Every summer Qingdao hosts the Beer Festival. As someone who has attended many of them, I can honestly tell you it’s a damn good time. If you are a serious drinker or a casual weekend enthusiast, you’ll see the best of China’s beer drinking culture at the event.

Picture huge tables filled with beer-swilling, elated Chinese. Beautiful women performing on stage. Music of all kinds is featured at the numerous stage venues. There’s tons of food, both Chinese and Western, to gorge on when you get the munchies.

We want to dig its connotation:

This Beer Festival will keep the basic functions, enrich and dig its connotation, will bring stronger dynamic experience and denser festive atmosphere to the tourists