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Kerry Kong
Kerry Kong

1) The document outlines the plans for the Hong Kong International Tattoo Fair to be held in May 2012, organized by the Hong Kong Arts Development Council and co-organized by the Hong Kong Trade Development Council. 2) The event aims to promote tattoo art and culture, provide a business platform for related companies, and enhance Hong Kong's image as a center for art promotion. 3) The two-day event will feature tattoo competitions, demonstrations, art exhibitions, workshops and performances, and is expected to attract over 5000 visitors and 40 exhibitors internationally.

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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
BACKGROUND
HONG KONG INTERNATIONAL TATTOO FAIR ate: 12-13 May 2012. (Sat. and Sun.) ime: 11:00 ¨C 21:00 ee: $ 60 @ enue: Hall 5F and G, Hong Kong Convention and Exhibition Centre
HONG KONG INTERNATIONAL TATTOO FAIR rganizer: Hong Kong Art Development Council o-organizer: Hong Kong Trade Development Council
HONG KONG INTERNATIONAL TATTOO FAIR arget: ? all public aged 18 or above ? People interested in arts of tattoo and body painting
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
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
SWOT ANALYSIS
ORGANIZER Strengths Weakness Arts and cultural event Inexperienced in holding large organizer event with show/trade element More understanding the industry
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
MICRO ENVIRONMENT Strengths Weakness Quality tattooists Image factor Customers(less price sensitive) Loose industry relationship No direct competitors One of the popular tattooist¡ªGabe (Center) (Source: Apple daily, 2008)
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)
POSITIVE IMPACT ocio-cultural impact uild image/brand awareness onvert negative perceptions of public ollective memory preservation
NEGATIVE IMPACT ultural impact estrict design freedom ocial impact isk of event failure
FAIR OBJECTIVES
MAIN AIMS 1) Encourage visitors to appreciate tattoo as an art & enhance their awareness. 2) Establish business platform ¡útattoo/ art related companies and studios ¡úcatering, travel, other sectors etc. 3) Entrench the city¡¯s image on well art development and promotion in long run
SMART OBJECTIVES arget: isitor: 2500/day, 2500 x 2day = 5000 xhibitor: >40 from not less than 5 countries
EVENT MARKETING
TARGET MARKET ?Tattooists: share their art ?People: normally young people, interested in tattoo/ standard to the people with body painting appreciation
PEOPLE ey personnel: Priscilla Yeung manager from project planning, HKTDC) peaker: Josephine Wai (director from arts support division, HKADC) hotographer from Canon / Nikon
PARTNERSHIP Sponsors:
TREND
Testing
ORGANIZATION AND COORDINATION
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
THE NETWORK STRUCTURE HKCEC Audiovisual company Legal Venue consultant Special event Catering Marketing Management company consultant company Theatrical Security agency organisation HKTDC Accounting consultant
MULTI-ORGANIZATIONAL STRUCTURE vent Organization with sub-contracted affiliates A: Hong Kong Arts Development Council B: HKCEC C: HKTDC D: Sponsors in different industry
HONG KONG ARTS DEVELOPMENT COUNCIL Director Josephine Wai will be invited to be the speaker in the opening ceremony
THE HONG KONG TRADE DEVELOPMENT COUNCIL CORPORATE STRUCTURE-EXHIBITIONS The key personnel for organizing the event
PROGRAMMING
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 -¡üenhance the atmosphere latform for experience and technique exchanges
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:
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
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
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
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)
SPONSORSHIP CATEGORY Category Amount of sponsorship/ Market value of product sponsored Platinum ¨R HK$ 200,000 Diamond ¨R HK$ 100,000 Gold ¨R HK$ 50,000 Silver ¨R HK$ 20,000
SPONSOR BENEFITS nline promotion uide book ignage ewsletter pecial booths
STAKEHOLDERS ost Organization: Hong Kong Arts Development Council o-organiser: Hong Kong Trade Development Council ost Community: Hong Kong
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.
STAKEHOLDERS edia from: newspaper / magazines / TV
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
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
HEALTH AND SAFETY attoo competition and Tattoo demonstration ¡ú damage prevention irst aid station herefore, MS team as volunteer
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,
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,
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
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)
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 ?
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). ¼yÉí®”ÉÀ×Å . 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
The End

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  • 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
  • 3. HONG KONG INTERNATIONAL TATTOO FAIR ate: 12-13 May 2012. (Sat. and Sun.) ime: 11:00 ¨C 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
  • 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¡ªGabe (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
  • 16. MAIN AIMS 1) Encourage visitors to appreciate tattoo as an art & enhance their awareness. 2) Establish business platform ¡útattoo/ art related companies and studios ¡úcatering, 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
  • 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
  • 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
  • 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 -¡üenhance 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 ¨R HK$ 200,000 Diamond ¨R HK$ 100,000 Gold ¨R HK$ 50,000 Silver ¨R 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.
  • 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 ¡ú 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). ¼yÉí®”ÉÀ×Å . 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