what the hell

1. HTM 3139
EVENTS TOURISM AND MANAGEMENT
Hong Kong International Tattoo Fair
Energetic
CHAN Koon-kiu, Kennis, 11579948D
LO Oi-ning, Carly, 11510933D
MOK Ka-ho, Ken, 11557380D
NG Kai-man, Jason, 11514526D
SHEK Kwo-fung, William, 11530876D
WONG Pui-yan, Pianna, 11554026D

2. BACKGROUND

3. HONG KONG INTERNATIONAL
TATTOO FAIR
ate: 12-13 May 2012. (Sat. and Sun.)
ime: 11:00 – 21:00
ee: $ 60 @
enue: Hall 5F and G,
Hong Kong Convention and Exhibition Centre

4. HONG KONG INTERNATIONAL
TATTOO FAIR
rganizer: Hong Kong Art Development Council
o-organizer: Hong Kong Trade Development Council

5. HONG KONG INTERNATIONAL
TATTOO FAIR
arget:
• all public aged 18 or above
• People interested in arts of tattoo and body
painting

6. THE PREVIOUS AND SIMILAR EVENT-
LOCAL
KIN:INKS Hong Kong Tattoo Art Exhibition
uration: June 13 - July 9, 2008
ocation: RACKS
Tattoo culture has been
promoted
mall scale

7. THE PREVIOUS AND SIMILAR EVENT
-INTERNATIONAL
n 2011, it has 62 events which Date related tattoo in the world
Event
are Country
Event: Tattooed Life Tour April 8-10th,2011 USA
Indian Ink Tattoo Fashion 4th and 5th April 2011 India
Expo
19th International Tattoo April 15-17, 2011 Germany
convention Frankfurt
ighly demand and potential in the world

8. SWOT ANALYSIS

9. ORGANIZER
Strengths Weakness
Arts and cultural event Inexperienced in holding large
organizer event with show/trade
element
More understanding the
industry

10. CO-ORGANIZER
Strengths Weakness
Venue owner (HKCEC) Lacking experience on arts
event
Experienced exhibition Not familiar with tattoo
organizer industry
Government support
Great marketer
Enhance event awareness

11. MICRO ENVIRONMENT
Strengths Weakness
Quality tattooists Image factor
Customers(less price sensitive) Loose industry relationship
No direct competitors
One of the popular tattooist—Gabe (Center)
(Source: Apple daily, 2008)

12. MACRO ENVIRONMENT
Opportunities Threats
demand of special interest Health concern
group
New technologies Negative image
Collective memory trend Act of god
New tattooing technologies allow tattooists to
make more effects (Source: Apple daily, 2008)

13. POSITIVE IMPACT
ocio-cultural impact
uild image/brand awareness
onvert negative perceptions of public
ollective memory preservation

14. NEGATIVE IMPACT
ultural impact
estrict design freedom
ocial impact
isk of event failure

15. FAIR OBJECTIVES

16. MAIN AIMS
1) Encourage visitors to appreciate tattoo as an art & enhance their awareness.
2) Establish business platform
→tattoo/ art related companies and studios
→catering, travel, other sectors etc.
3) Entrench the city’s image on well art development and promotion in long run

17. SMART OBJECTIVES
arget:
isitor: 2500/day, 2500 x 2day = 5000
xhibitor: >40 from not less than 5 countries

18. EVENT MARKETING

19. TARGET MARKET
Tattooists: share their art People: normally young
people, interested in tattoo/
standard to the people with
body painting
appreciation

20. PEOPLE
ey personnel: Priscilla Yeung
manager from project planning, HKTDC)
peaker: Josephine Wai
(director from arts support division, HKADC)
hotographer from Canon / Nikon

21. PARTNERSHIP
Sponsors:

22. TREND

24. ORGANIZATION AND
COORDINATION

25. FUNCTION-BASED STRUCTURE
BOARD OF DIRECTORS BOARD COMMITTEES
•Personnel
•Hong Kong Arts •Finance
Development Council •Policy
•HKTDC •Nominating
•constitution
SPONSORSHIP MARKETING VOLUNTEERS
•The Hong Kong Visual Arts •Hong Kong Arts •The Hong Kong Academy
Magazine Development Council for Performing Arts
•Canon / Nikon •HKTDC
•Model agency
VENUES
•HKCEC

26. THE NETWORK STRUCTURE
HKCEC
Audiovisual
company
Legal
Venue
consultant
Special event
Catering Marketing
Management
company consultant
company
Theatrical Security
agency organisation
HKTDC
Accounting
consultant

27. MULTI-ORGANIZATIONAL
STRUCTURE
vent Organization with sub-contracted affiliates
A: Hong Kong Arts Development Council
B: HKCEC
C: HKTDC
D: Sponsors in different industry

28. HONG KONG ARTS DEVELOPMENT COUNCIL
Director Josephine Wai will be
invited to be the speaker in the
opening ceremony

29. THE HONG KONG TRADE DEVELOPMENT COUNCIL
CORPORATE STRUCTURE-EXHIBITIONS
The key personnel
for organizing the
event

30. PROGRAMMING

31. PROGRAMMING
ompetition attoo making demonstration
best tattoo design’, ‘best service’, ‘best rofessional and experienced Tattoo
color used’ etc. artists
ll visitors can vote for their favorite: howing high level techniques
-↑enhance the atmosphere latform for experience and technique
exchanges

32. PROGRAMMING
alk / performance allery
attoo artists: nvite art studios and associations
-Share view on tattoo development resent art pieces, e.g. graffiti, painting
-Share experiences/ stories
op stars and singers:

33. PROGRAMMING
orkshop
ody Painting Show
isitors may design and make a real tattoo in
imilar as ‘Cat-walk’ show
practice ( e.g. on orange)
se of models
experience, knowledge
howing variety designs
tangible reward

34. SCHEDULE/ RUNDOWN
10 May (Pre- event)
Time Event
18:00-22:00 Move-in period for exhibitors
11 May (Day1)
Time Event
08:00-11:00 Move-in period for exhibitor
12:00 Fair start, Opening Ceremony
12:30 Opening Ceremony of Gallery
Talk 1- The Development of Tattoo in HK
13:00
By Alex Lendrum, Editor of Blank Skin
14:00 1st Lucky Draw
15:00 Interview and singing performance- By 24 herbs, local band
16:00 Body painting cat-walk show
1800 Cocktail party ( for VIP guest, exhibitors and buyers only)
18:30 2nd Lucky Draw
19:30 End of voting
20:00 Voting Award presentation for Day 1
21:00 End of Day1

35. SCHEDULE/ RUNDOWN
12 May (Day 2)
Time Event
11:00 Day 2 start
Talk 2- Experiences sharing
11:00
By Joey Pang , tattoo artist of ‘Tattoo Temple’
12:00 Tattoo making demonstration- By Joey Pang
13:00 1st Lucky Draw
Talk 3- Experiences sharing
13:30
By Phat Chan and Kelvin Li, singer (LMF member) and author
14:00 Body painting cat-walk show
1700 Tattoo making demonstration- By Gabe ( Famous local Tattoo artist)
18:30 End of voting
1900 Voting Award presentation for Day 1
19:30 2nd Lucky Draw
20:00 Closing Ceremony and Voting Award presentation for Day 2
21:00 End of Fair

36. SPONSORSHIP TYPE
oney support
• Canon / Nikon / Olympic (Photographing companies)
• The Hong Kong Visual Arts Magazine
Value in kind
• Model Agencies(models)
• The Hong Kong Academy for Performing Arts (students as helper)

37. SPONSORSHIP CATEGORY
Category Amount of sponsorship/ Market value of
product sponsored
Platinum ≧ HK$ 200,000
Diamond ≧ HK$ 100,000
Gold ≧ HK$ 50,000
Silver ≧ HK$ 20,000

38. SPONSOR BENEFITS
nline promotion
uide book
ignage
ewsletter
pecial booths

39. STAKEHOLDERS
ost Organization: Hong Kong Arts Development Council
o-organiser: Hong Kong Trade Development Council
ost Community: Hong Kong

40. STAKEHOLDERS
ponsors:
• The Hong Kong Academy for Performing Arts
• The Hong Kong Visual Arts Magazine
• Canon / Nikon / Olympic
• Model Agency: e.g. Elite, MIXC, Hkmodelhouse, zmodel, etc.

41. STAKEHOLDERS
edia from: newspaper / magazines / TV

42. STAKEHOLDERS
o-workers: staff from HKADC/ temporary staff/ HKCEC staff/ volunteers
from the Hong Kong Academy for Performing Arts
articipants and Spectators: Tattoos and Body Arts lovers, tourists, locals

43. RISK & CONTROL
“no event, no matter how well planned and well run,
is immune from an occasional calamity or crisis” by
Shannon Kikenny, 2007
ealth and Safety
rowd Management

44. HEALTH AND SAFETY
attoo competition and Tattoo demonstration → damage prevention
irst aid station
herefore,
MS team as volunteer

45. CROWD MANAGEMENT
Crowd management is a significant element in the planning process for
any type of major event, whether it’s an office building, school, sporting
event, concert, or retail store opening” (Stacey A. Hall, 2011).
ompetition will attract most of the visitor’ sight
vercrowding will occur
herefore,

46. VISITOR VIOLENCE
nique features and special interest fans Visitor violence may occur.
ncrease opportunity of unwanted physical
imit spectator’s mobility
ncreases the waiting time for entry/exit the standing zone.
herefore,

47. BUDGET OF EXHIBITION
stimating Revenue
Booth Sales (target 40 exhibitors)
Registration fees for exhibitor and attendees
• On site registration fee
• pre-registered registration fee
Sponsorship
Grand of government
Advertising fee

48. BUDGET OF EXHIBITION
stimating expense
Management costs:
Salary and commissions for labor
show management team
temporary staffs
permanent staffs
Staff for first aid station
Offices expense
Business service fee ( Internet access fee, fax etc.)
Insurance
Marketing promotion expense:
Internet advertising
Advertisement on Newspapers and Magazines
Banner advertising ( MTR Station)

49. BUDGET OF EXHIBITION
xhibition Production costs:
Performance expense
Hall rental
Set-up cost (Catwalk stage)
Prize (Catwalk Show)
Electrical and other utilities
Directional signs
Security service
guards
Exhibit hall cleaning and trash removal

50. REFERENCE
ong Kong Trade Development Council. (2011). Corporate Structure- Exhibitions. Retrieved November 2, 2011, from
http://www.hktdc.com/mis/ahktdc/en/s/abt-hktdc-exhibitions.html
ong Kong Arts Development Council. (2011). Council Structure & Members. Retrieved November 2, 2011, from http://www.hkadc.org.hk/
en/content/web.do?page=csm
van. (2011, September 9). 紋身當衫着 . YAHOO!STYLE. Retrieved from http://hk.lifestyle.yahoo.com/fashion/men/article.html?
id=art_4e6974a1
bout.com Tattoos/body Piercings (2011). Tattoo Conventions List-2010 and 2011 Tattoo Convention Events and Expos Calendar. Retrieved
November 14, 2011 from http://tattoo.about.com/cs/usstudiosmenu/l/blconventsus.htm
hinastylus (2011). SKIN:INKS Hong Kong Tattoo Art Exhibition . Retrieved November 14, 2011 from
http://www.alivenotdead.com/chinastylus/SKIN:INKS+Hong+Kong+Tattoo+Art+Exhibition-event-163253.htm
ill Hong Kong Tattoo Culture Die Before it’s ever Lived? (2011). Retrieved November 13, 2011 from
http://www.necescity.com/style/item/1444-will-hong-kong-tattoo-culture-die-before-it%E2%80%99s-ever-lived?html

51. The End