Contents
1.0 Introduction 1
2.0 Event Concept 1
2.1 Event Aims and Objectives 2
2.2 Event Theme and Attractions 3
3.0 Event business name and legal structure 4
3.1 Event business organisational structure diagram 4
4.0 Situational analysis 6
4.1 SWOT Analysis 6
4.2 PESTEL Analysis 7
5.0 Analysis of key stakeholders relevant to event concept, client and location 9
5.1 Staffing 9
5.2 Site and equipment 10
5.3 Environment management 11
6.0 Target market and catchment area analysis 11
7.0 Event General Information 18
7.1 Central Lawn Schedule 19
7.2 Conference Timetable 20
8.0 Key business risks associated with event delivery 26
9.0 Potential income streams and areas of expenditure 34
9.1 Potential Income 34
9.2 Expenditure 35
9.0 Reference List 39
Appendixes 40
List of Figures
Figure3.1 Hong Kong Wedding Production organisational structure diagram.
Figure 6.1 Sex and Martial status (Male). Reprint from Trend in Martial status of Hong
Kong population (2012).
Figure6.2 Sex and Martial status (Female). Reprint from Trend in Martial status of
Hong Kong population (2012).
Figure 6.3 Percentage of never married population by age and educational attainment
in selected years. (Male). Reprinted from Trend in Martial status of Hong Kong
population 1991 to 2016 (HKMDS, 2018).
Figure 6.4 Percentage of never married population by age and educational attainment
in selected years. (Female). Reprinted from Trend in Martial status of Hong Kong
population 1991 to 2016 (HKMDS, 2018).
Figure 6.5 Median hourly wage by age group(HK$). Reprinted from 2016 Report on
annual earnings and hours survey (HKCASD, 2016).
Figure 6.6 Median hourly wage by educational attainment(HK$). Reprinted from 2016
Report on annual earnings and hours survey (HKCASD, 2016)
Figure 6.7 Percentage of Hong Kong Visitor by sex. Reprinted from A statistical Review
of Hong Kong tourism 2013(HKTB, 2013).
Figure 6.8 Percentage of Hong Kong Visitor by age. Reprinted from A statistical Review
of Hong Kong tourism 2013(HKTB, 2013)
Figure 7.1 Wedding Culture Exhibition Floor Plan.
Figure 7.2 Floor Plan Signage.
Figure 7.3 Central Lawn Floor Plan.
Figure 7.4 Central Lawn Stage Layout.
Figure 7.5 Conference Floor Plan.
Figure 8.1 Potential Income.
Figure 8.2 Expenditure.
List of Tables
Table 7.1 Event General Information.
Table 7.2 Central Lawn Schedule.
Table 7.3 Conference Timetable
List of Appendices
Appendix A Art Design for the Wedding Culture Exhibition
Appendix B Art Design for Registration Counter
Appendix C Criteria for rating of risks
1.0 Introduction
As a qualified and experienced organization in the events industry, the Hong Kong Wedding
Production was entrusted by The Leisure and Culture Services Department (LCSD) to
provide a cultural festival in response to requests from hoteliers, business and the public.
After the client briefing, it is sum up that the event would maximize to satisfy the LCSD aims
and objectives include provide quality leisure and cultural services commensurate with Hong
Kong's development as a world-class city and events capital. Furthermore, the events should
be "socially inclusive" since consider all socio-economic groups. The company has been
drafted the feasibility plan for the LCSD in the coming client presentation.
2.0 Event Concept
“The Wedding Culture Exhibition” would be organized by the Hong Kong Wedding
Production. The event concept can clarify by the Goldblatts 5 W's as a framework as follow:
● Why is the event being held?
● Who will be the stakeholders in the event?
● When will the event be held?
● Where will the event be staged?
● What is the event content or product?
According to the Census and Statistics Department (2018), Hong Kong peoples tend to marry
late. The trend of late marriage is available for the both male and female in Hong Kong. The
median ages at first marriage for men and women increased from 29.1 and 26.2 in 1991 to
31.4 and 29.4 in 2016 respectively. Such phenomenon of late marriage is also quite common
in advanced economies. Hence, it is possible to organize the Wedding Culture Exhibition to
promote the wedding culture to the Hong Kong peoples that can archive the socially
inclusive. With the History issues, different kinds of country peoples that cause the plenty of
cultures are existing in Hong Kong. The wedding culture can be influenced by the
multiculturalism that everyone in Hong Kong includes Ethnic Minorities appreciating and
celebrating differences. Meanwhile, those of the ethnic minorities and locals are generated
the Social Harmony with the culture communication of the exhibition.
The exhibition will be held at Victoria Park, Causeway Bay, Hong Kong. In the Park, the
Central Lawn and football pitch would be used as the stage and exhibition. It is expected to
open to the public on 15,16th September 2018. The exhibition opening hours would be 10
a.m. - 6 p.m. The Wedding Culture Exhibition would be the venue to show the different kinds
of wedding culture and the related products and services. The details would be mentioned in
Event themes and attractions and Part 7.
Because the Exhibition is a mega event, the stakeholders in the event would become large
amount. Regarding the government sectors, the client Leisure and Culture Services
Department, the security responded by the Hong Kong Polices and the transport arrangement
by the Hong Kong Transport Department etc. As for the exhibitors, different kinds of
wedding business partners would be involved in it. Also, the exhibition would attract part of
the ethnic minorities to exhibit their country wedding culture in the booth. Lastly, the
Causeway Bay residents also are the stakeholders since the event would minimize the
environment and noise impact to exhibition while the reputation is the most valuable assets
for the company. The above information would be stated in the part Analysis of key
stakeholders and key business risk.
The wedding culture theme is not popular as the late marriage in Hong Kong, the innovation
theme could interest the local’s attention, catch the tourists eyeballs that can put them to
attend the event.
2.1 Event Aims and Objectives
The Wedding Culture Exhibition aims to let Hong Kong peoples comprehend the different
kinds of wedding culture to achieve the multiculturalism and social harmony by promoting
worldwide wedding culture.
The objectives would be Specific, Measurable, Attainable, Relevant and Time-based
(SMART) as follow:
1. 50,000 visitors attend the Exhibition.
2. Breakeven of the Event Financial.
3. 5000 hashtags of the Wedding Culture Exhibition on Social Network Site before 16th
September,2018.
4. 40 % of visitors would be the oversea tourists.
5. More than 80% visitors would be the marriageable age peoples or above.
6. More than 50% ethnic minorities’ organization would be invited in this Exhibition.
7. The guests would be satisfied on wedding culture promotion by conducting survey.
The Wedding Culture Exhibition would be expected to attract at least 50,000 peoples which
40% of theme should be the oversea tourists and 80% of them are the marriageable age
peoples or above (21 years old or above, born before 1997). As the multiculturalism and
social harmony were the important part for the exhibition concept, beside the exhibitors there
should be 50% ethnic minorities’ organization would be invited to present their own wedding
culture. On the other hand, it is expected to get 5000 hashtags of the Wedding Culture
Exhibition on Social Network Site such as Facebook, Instagram, Snapchat or Twitter to
measure the attention of youths on the event. Lastly, it is possible to get the breakeven of the
event financial.
2.2 Event Theme and Attractions
The Wedding Culture Exhibition would be not only exhibition and conference but also
experience oriented. It is going to combine technology and marriage concept in the visitor
experience. The VR Zone would be generated in the exhibition, those of the visitors can be
experienced the marriage ceremony via the VR technology. When they start to use the VR,
they can role play as a bridegroom bride in different kinds of wedding culture include
Western, traditional Chinese, Japanese and Korean which are the most popular way to
marriage in Hong Kong. On the other hand, there is the zone for the visitors create their own
E-Card with the experienced designer to make the recommendation to the guests.
Regarding to the Exhibition and Conference, it is invited the famous actress Angela Yang to
be the guest in the opening ceremony in the event. Ms. Yang becomes a mother in the past
years, the image would be fitting for the events successfully. In recent years, she is not usual
to appear in Hong Kong. It is believing that her appearance can make a noise in Hong Kong
as one of the promotions for the Wedding Culture surprisingly. Her reputation can attract a
large number of fans to attend the event. The other significant events in the exhibition would
be the band show that the famous singer Joey Yung and band Supper Moment would be the
special guests to perform the marriage related songs to the visitors, it is expected the media
could make tons of the interview regard two of them.
Lastly, most of the wedding seminar are responding by the most famous wedding company in
Hong Kong - Koon Nam Wah Bridal Hong Kong. They present and introduce the most
popular wedding products and services to the public. Their opinion can help the visitors
understanding well about the wedding preparation.
3.0 Event business name and legal structure
Event Business Name
Hong Kong Wedding Production
Legal Structure
Taking into the consideration the purpose and type of event, partnership would prove to be
the most suitable legal structure for this event. The partnership would involve two partners
who would be completely responsible for successful organization and management of the
wedding fair event. A partnership is basically an association of two or more individuals for
carrying on as co-owners of an event or business for the purpose of profit (Bamford et. al.,
2004). Regularly, one might make a decision for taking on a partner since he/she holds the
expertise or skills, which the other person might lack. Nevertheless, one needs to take high
care when selecting an appropriate partner. In several manners the partnership model is quite
similar to sole proprietorship. If the partners are properly selected one could expect to gain
synergistic advantages. There could be several diverse variations in partnership theme, based
upon the way how active the partners are (Larson, 2016). One could have general partner
who shares in the financing, managing as well as liability of the corporation, or one could
have limited partner, who doesn’t have any active part in the administering of the company
nevertheless whose liability is restricted to his/her investment (Larson, 2016). Additionally,
partnerships do not essentially need to be split up equally, either. It’s completely valid for any
one partner to hold most of the ownership. Further, for the given case of wedding fair the
partnership would be that of general partners.
3.1 Event business organisational structure diagram
The organisation chart below clearly highlights the diversity and magnitude of the team
required for organizing the wedding related-exhibition. As stated above for the given case of
wedding fair the partnership would be that of general partner, who shares in the financing,
managing as well as liability of the corporation. As a result, there would be two event
directors. An important aspect of the organizational structure is the fact that every individual
division has a coordinator (Lim, 2011). As remarkably significant individuals are part of the
event management team, it is highly important to identify as well as recruited them to the
earliest possible. Coordinators are fraction of the organising committee and cooperatively
they would take part during decision making procedures with the Event Directors (Sidler,
2016).
Moving ahead, the selection of coordinators would be done based upon the knowledge and
know-how. Whether coordinators hold the proficiency or not, the Event Directors must
appreciate the fact that success of any event greatly depends upon the input of voluntary
team. As a result, systems would be in place for recognising the contribution of every
individual and providing non-monetary incentives.
Figure3.1 Hong Kong Wedding Production organisational structure diagra
4.0 Situational analysis
4.1 SWOT Analysis
A SWOT analysis that basically evaluates the strengths, weaknesses, opportunities as well as
threats, is considered as being an important aspect for any company/event (Chermack and
Bernadette, 2007). For a wedding related-exhibition in particular, this concept could help in
analysing the present procedures, identifying opportunity areas and competing efficiently
against competitors (Hill and Westbrook, 1997). A SWOT analysis aids in organizing the
advertising objectives and strategies for building an approach that holds a high impact
(Chermack and Bernadette, 2007). It is quite significant to perform SWOT analysis prior to
developing an event plan for developing a strategy that helps in maximizing the potential of
strengths along with opportunities and at the same time, trims down the effect of associated
weaknesses and threats.
• Strengths
These refer to the attributes of the company that are supportive in accomplishing set
objectives (Chermack and Bernadette, 2007). In the given case of wedding event the
strengths would involve effective event team, excellent PR, high motivation level and sound
marketplace share. For a wedding related-exhibition to be effective it is necessary to first
recognize the strengths before being capable of translating these benefits into business
progress (Shone and Parry, 2004). Additional strengths include good experience within the
wedding sector, an experience or knowledge about in interior design, which translates into
wedding decor set-up and also, a wide network of suppliers for the customers.
• Weaknesses
These refer to the factors that are destructive in accomplishing the project's goals (Chermack
and Bernadette, 2007). For example, in the given case of wedding related-exhibition the
likely weaknesses involve social loafing, inexperienced event team, lack of funds, low energy
level and lack of corporate and media contacts. Each and every business/event has some
weaknesses. Thus, by recognizing them beforehand the company could effectively work
towards minimizing their impact (Shone and Parry, 2004). This respect to a wedding event,
one needs to determine that he/she have a bigger staff as compared to the competitors or has a
greater price point. Being attentive of them could help in crafting advertising materials,
which moderate such potential weaknesses.
• Opportunities
These refer to the external forces that are supportive in accomplishing the project's goals
(Chermack and Bernadette, 2007). For example, in the given case of wedding related-
exhibition the likely opportunities involve less competition, constructive economic
conditions, assistance from the local officials and accessibility of modern infrastructure. It
basically involves identifying areas that the wedding related-exhibition business could
expand, or the opportunities within the market (Shone and Parry, 2004). In case if outdoor
weddings are turning out to be highly popular in the particular regions and the company holds
good experience in planning the events, a range of outside wedding venues one works with,
or several wedding props appropriate for an outside event, this can prove to be an opportunity
for the company for growing ahead. Through recognizing an opportunity within the market,
one could easily exploit that opening through directing the messages towards the intended
target marketplace.
• Threats
These involve external forces that are harmful in accomplishing the set goals (Chermack and
Bernadette, 2007). For example, in the given case of wedding related-exhibition the likely
threats involve intense competition, less or no assistance from local authorities, poor
infrastructure, bad weather high rate of labour and lastly, unavailability of raw material.
4.2 PESTEL Analysis
PESTEL analysis is adopted for investigating the vital forces that have an impact upon the
industry and also, influence a particular corporation(s) functioning within that specific sector
(Aaker and McLoughlin, 2010).
• Political Factors
Political forces with respect to the given wedding related-exhibition in Hong Kong would
take in the government practices, related to the business sector that includes convention,
rules, laws, tax, restrictions and tariffs. Each and every business needs to consider the
political interventions that are practised through the government (Shone and Parry, 2004). For
all the people who are looking Hong Kong Victoria Park as their dream wedding destination,
it’s highly significant to ensure that the political framework of the country is stable for
attracting more and more people to the wedding fair event.
• Economic Factors
Economic forces involve the financial aspects, which are prevalent within a nation (Aaker
and Kumar, 2011). The economic factors with respect to the given wedding related-exhibition
in Hong Kong would take in the broader economic performance involving economic growth,
interest rates, exchange rates and inflation. There are several individuals around the world
who get married even without going to any wedding related-exhibition (Shone and Parry,
2004). Recently, Hong Kong has faced recession and issue of inflation. Individuals have lost
money and job. And in these circumstances, it is not easy for the wedding related-exhibition
to catch the attention of the clients.
• Social Forces
The social forces with respect to the given wedding related-exhibition in Hong Kong would
take in religion, social structure, family, education, health, demographics, population growth
and modifications in clients’ behaviours. Wedding sector is expected to experience social
impacts since wedding is one among the highly auspicious social occasions for every person
(Shone and Parry, 2004). Thus, people would always look for ideas as well as suggestions
from their friends, families and relatives for ensuring they make the right match.
• Technological Factors
Within present day’s situation, progress of new technology is highly important for the success
of every business. Since the world is shifting towards globalization, there exists a rise in
internet as well as e-commerce usage within all areas of the business (Aaker and
McLoughlin, 2010). Customers’ needs are modifying with passing times and all businesses
seek for meeting their demand through taking up the newest technology present within the
marketplace (Shone and Parry, 2004). The wedding fair would make use of latest software for
designing its operational plan as well as providing customer's precisely what they need within
the provided time-line and according to their budget.
• Environmental Factors
It is highly important for the wedding fair to make sure that it does negatively impact the
business environment in any manner. All the procedures and operations must be carried out
in an effective manner for ensuring maximum efficiency (Aaker and McLoughlin, 2010).
• Legal Factors
Legal forces take in the regulations and laws within which the business functions. The
wedding related-exhibition needs to follow the legal regulations of Hong Kong for keeping
away from any type of disagreement that eventually leads to overall success.
5.0 Analysis of key stakeholders relevant to event concept, client and location
Organizing the Wedding Culture Exhibition inevitably encounters difficulties or resistance,
which leads to problems of psychological adjustment at all levels, such as staffing
arrangements, site management, pre-preparation, sponsorships and customers. Therefore, it
should not be discouraged or run away from it. Instead, actively facing the solution, the
activities do not do well occur in a few things, such as people, equipment and weather, in
fact, if the truth of the problem and gradually solve the problem, and constantly seek
innovative breakthroughs and preparedness, on-site staff have good adaptability. With the
principle of "gradual and orderly progress" that involves patience, communication, tolerance
and respect, it is only through concerted efforts and active participation that we can make the
event a success. In this way, we believe we will be able to meet the success of the event.
For the stakeholders it will classify to three parts it is, Staffing, site and equipment and
environment management holding an event it was three important parts in the event concept,
client and location it connects in a key concept, the theme of the event it can share with the
public what it is going on.
5.1 Staffing
For the Staffing, holding an event it might need to connect different department and most of
the stakeholders will include in this. In the activity participants and visitors, the target set
over 18 aged and the people who want to get marry in this range of age most of them have
and stable jobs and have an stable incomes and those may have an relationship and moat o
them may want to finding an different wedding experiences may want to know more other
different wedding culture, from Marriage and Divorce Trends in Hong Kong, 1991 to 2016 it
showing that the number of registered marriages in 2016 was 50 008. Accordingly, the rate of
marriage among men and women shows a similar recovery during the same period. In was fit
in the event concepts it can have a stimulate of the target. In now days are Technology
Generations and those of them was good at social network, such as most of social media they
also know that or using them. Therefore, it can through the social media to communicate with
the activity participants and visitors, such as the event details, promotion can be post on the
Instagram, Facebook, WeChat etc. Before two months of the event it will using a surrounding
promotion on the internet or the media it can let the event keeping in the public eyes levels
and attract our target group.
However, in the wedding culture exhibition, there will invites many exhibitors those was
equal in wedding they have been create different culture such as Chinese styles, western
styles, Frances styles or Korean styles ... that was fitting in the theme of the events, and in the
first of 2018 it sending the invitation letters to the wedding company or the surrounding
company such as travel industry, hotel, Diamond jewellery company to invites them to
become our exhibitors. And if the exhibitors were feel interest in the event and they will be
planning their booth the booth setting, and specification will also include in the handbook.
So, if they have interest it will have a meeting on March.
For the volunteers holding an event need a lot of human power, therefore it will find some
volunteer for help such as they can answer question and we want to have an connect with the
teenagers and most of the university having the course about leisure and event management
such as it have IVE, Poly University, CUSCS and HKU Space it was a great chance for the
student for the placement and they know the basic experiences and it will give them a part
times contract with the income.
5.2 Site and equipment
For the site and equipment, Vitoria Park is a very good outdoor venue and in the biggest
crowd control and most of the criminal will happen here, we invite a professional security
company city services group, it has a meeting in July their team was have many experiences
for the outdoor events they are helping Brand & Produce Expo too. And we were concerning
the safety, so we have invite the Hong Kong police for spending more police staying around
the park. And the Park was holding by the LCSD and they were our working partner too it
will become more convenience and we have a booking for the apply in the first of 2018 too.
And in May we were applying for the Amusements with Prizes License from Entertainment
Licences and apply for Public Places License and Temporary Public Places License Profile
for the entertainment of the show and Live Performance. And response environmental
protection, our event was cooperation with Business Environment Council for following the
guidance of waste reduction for major community events. However, for the supportive
sometimes might have the accidents and may be hurt so we were asking for Hong Kong St.
John for helping first aid and Ambulance for support. And for the music and band show it
sponsor by Vine Music and they was invite the famous stars for the show too. Also, Tom Lee
was support in the Audio equipment it can give the public a high-quality music show. And
equipment sponsor the Wedding dress was supply by Koon Nam Wah & Co, Verona Bridal
Couture and AMAZES WEDDING both was showing the wedding dress demo ration on
August they were helping the event can get the big successful.
5.3 Environment management
For environment management it has ISS Environment Services Ltd helping the park keep
clean and both make up course and surrounding course such as MC, Beauty tips and oversea
wedding was help by HKWMA and Hong Kong Wedding Culture Association. And for give
a convenience for the comer who have a car it has an advantage Wilson Packing will have a
discount who give them the ticket and it can help the traffic in the park.
6.0 Target market and catchment area analysis
In the recent years, the population of Hong Kong was 7.19 million which is including 6.98
million Usual residents. There are more than 5 million arrived marriageable age population.
However, the never married population was about more than 1.8 million, also separated or
other reasons is about 500 thousand.
Sex and Martial status (Male)
2000 years 2005 years 2011 years
Never married 912800 945600 957100
Now married 1659900 1674700 1753600
Windowed/ divorced/
separated
95900 121500 13400
Total 2668600 2741800 2845600
Figure 6.1 Sex and Martial status (Male). Reprinted from Trend in Martial status of Hong
Kong population (2012).
Sex and Martial status (Female)
2000 years 2005 years 2011 years
Never married 767300 821100 924700
Now married 1552500 1622400 1698100
Windowed/ divorced/
separated
344700 419100 466100
Total 2668600 2741800 2845600
Figure6.2 Sex and Martial status (Female). Reprinted from Trend in Martial status of Hong
Kong population (2012).
As for the result, the not married population is rising bot in male and female group, they are
main target for our event, the female not married is rising quickly. The event should provide a
lot of types activity to attract them to participate our event, also the event should focus on the
female market. In addition, the result shows the married population are most of the Hong
Kong population, the event also aims to this market such as provide different entertainment
for them.
Regarding the analyses by educational attainment, the never married female with post-
secondary educational attainment age 25 to 39 was largest proportion which were
substantially higher than primary education or below. In addition, the never married male
with different educational attainment were very close to each other. Therefore, the event
should be targets on the group with post-secondary educational attainment.
Percentage of never married population by age and educational attainment in selected
years. (Male)
Age group year Post-Secondary Secondary Primary or
below
25-29 1991
1996
2001
76.3
78.6
83.1
65.6
68.3
71.8
60.4
57.9
58.7
2006
2011
2016
87.3
87.1
87.1
76.7
77.4
76.2
68.6
67.0
66.0
30-34 1991
1996
2001
2006
2011
2016
35.2
40.7
46.6
51.3
49.4
49.2
32.1
37.7
43.7
48.6
50.7
49.8
34.5
36.2
35.1
44.3
47.7
46.6
35-39 1991
1996
2001
2006
2011
2016
15.1
19.3
23.9
28.3
26.4
26.2
14.8
17.7
23.2
30.2
30.8
31.7
18.5
18.5
21.4
24.6
25.4
25.0
Figure 6.3 Percentage of never married population by age and educational attainment in
selected years. (Male). Reprinted from Trend in Martial status of Hong Kong population
1991 to 2016 (HKMDS, 2018).
As of the survey result, male aged 25 to 29 almost is never married with different educational
attainment but the male aged 25 to 29 with Post-Secondary educational attainment of never
married has been increased mostly. Aged 30-39 with different educational attainment are
same.
Percentage of never married population by age and educational attainment in selected
years. (Female)
Age group year Post-Secondary Secondary Primary or
below
25-29 1991
1996
2001
2006
2011
2016
66.4
67.9
74.9
81.3
81.4
81.5
42.5
44.7
50.3
57.7
58.2
59.0
26.8
23.3
23.4
34.7
27.5
24.4
30-34 1991
1996
2001
2006
2011
2016
33.2
38.8
41.6
46.1
46.8
43.7
19.0
22.3
25.0
28.0
31.4
29.6
11.9
13.9
11.7
13.3
13.0
11.3
35-39 1991
1996
2001
2006
2011
2016
20.7
25.3
30.1
31.4
30.2
27.3
10.5
13.4
15.5
18.4
18.4
18.5
5.8
7.7
9.4
7.0
7.0
6.2
Figure 6.4 Percentage of never married population by age and educational attainment in
selected years. (Female). Reprinted from Trend in Martial status of Hong Kong population
1991 to 2016 (HKMDS, 2018).
As for the survey result, most of Female aged 25-29 are never married, there are most have
post-secondary educational attainment. However, Female aged 25 to29 with primary of
below educational attainment are married. In addition, female aged 30 to39 with post-
secondary educational attainment are never married. Among aged 30 to 34 is about a half of
result. However, due to the male result is same, the same theme for different education level
which is enough.
Regarding two survey result, out event should set the target on the aged 25-29 never married
population with post-secondary, because both male and female are included the largest
proportion. Also, our event need to paper for the female aged 30-34 as they willing to marry.
Marriage needs a lot of money which is the main reasons reduced the rate of married, so the
target income is main part of event target.
Median hourly wage by age group(HK$)
15-24 $47.1
25-34 $67.6
35-44 $75.5
45-54 $67.0
≥55 $55.7
Figure 6.5 Median hourly wage by age group(HK$). Reprinted from 2016 Report on annual
earnings and hours survey (HKCASD, 2016).
Median hourly wage by educational attainment(HK$)
Primary and below $44.1
Secondary 1 to 3 $49
Secondary 4 to 7 $61
Tertiary education $104.5
Figure 6.6 Median hourly wage by educational attainment(HK$). Reprinted from 2016
Report on annual earnings and hours survey (HKCASD, 2016).
Regrades to wage result of age group aged 25 to 44 population can get higher income than
other aged group, but according the never married report, most of aged 35 to 44 population
was married before so we should target on the population aged 25 to 34, they also can get
higher income and they is ready to arrive the next step of life. For the educational attainment
wage result which shows the higher education attainment can get higher income, however,
most of population with higher educational attainment was stay in never married status so we
should focus on this population group to promote our event concept.
Percentage of Hong Kong Visitor by sex
Male Female
Americas 62% 38%
Europe, Africa and
Middle east
65% 35%
Australia, NZ and S
pacific
56% 44%
South and southeast Asia 58% 42%
Taiwan 63% 47%
China 44% 56%
Figure 6.7 Percentage of Hong Kong Visitor by sex. Reprinted from A statistical Review of
Hong Kong tourism 2013(HKTB, 2013).
Percentage of Hong Kong Visitor by age
age
Americas 41.9
Europe, Africa and
Middle east
39.5
Australia, NZ and S
pacific
41.6
South and southeast Asia 37
Taiwan 39.5
China 35.8
Figure 6.8 Percentage of Hong Kong Visitor by age. Reprinted from A statistical Review of
Hong Kong tourism 2013(HKTB, 2013).
Due to two survey result, the visitor by sex are almost same but they aged range almost
average more than 35. They should be married. If we need to attract the visitor to participate
our event, our event should design some cultural or education activity for them.
Finally, our catchment area should set on the aged 25 to 35 with higher education Hong Kong
population. In addition, the married population also need to pay more concerning. Finally, the
international visitor also is main target group.
7.0 Event General Information
Venue Vitoria Park
Name of the exhibition Wedding Culture Exhibition
Date, time 15~16/09/2018 10am-6pm
The date of move-in 14/09/2018
The date of move-out 16/09/2018
Event type Exhibition, Conference
Event nature Public show
Target participants Over 18 aged, the people who want to
get marry
Table 7.1 Event General Information.
There have a tow types in the event, including the main event and side events which is better
to separate the event program.
7.1 Central Lawn Schedule
Date/ Time 15 September 2018 16 September 2018
0900-1000 Opening Ceremony /
Angela Yang as opening
ceremony guest
1000 Exhibition open Exhibition open
1100-1130 Koon Nam Wah “Romance
of Regality” Bridal Show
2017 (Sponsored by Koon
Nam Wah & Co)
Verona Bridal Couture
Catwalk Show (Sponsored
by Verona Bridal Couture)
1130-1200 Verona Bridal Couture
Catwalk Show (Sponsored
by Verona Bridal Couture)
“Spring Party” Catwalk by
Amazes Wedding
(Sponsored by AMAZES
WEDDING)
1200-1230 “Spring Party” Catwalk by
Amazes Wedding
(Sponsored by AMAZES
WEDDING)
Koon Nam Wah “Romance
of Regality” Bridal Show
2017 (Sponsored by Koon
Nam Wah & Co)
1400-1530 Band show (invite the Hong
Kong singer Joey Yung and
Super Moment)
Brand show
1530-1600 Live Performance of
Banquet Music (Sponsored
by Vine Music)
Live Performance of
Banquet Music (Sponsored
by Vine Music)
1600-1800 DJ Closing Ceremony
Table 7.2 Central Lawn Schedule.
In the central Lawn, there are provide the leisure activities to the participant, the opening
ceremony is announcement the event is start, also the Wedding Culture Exhibition are found
out the different sponsor for the fashion show, furthermore, the exhibition will invite the
Hong Kong singer Joey Yung and super moment. In recent year, Angela Yang was get
married, who can share her wedding how to be successful, and what need to concern during
the wedding.
7.2 Conference Timetable
Time 15 September 2018 16 September 2018
1200-1300 Seminar on Chinese Traditional
Wedding Custom
Seminar on Make Up
Demo
1330-1430 Seminar on Beauty & Skincare Tips Seminar on Overseas
Wedding – Make up
1500-1630 Seminar on MC Services Seminar on world-wide
wedding custom
1700-1800 Seminar on Pre-Marital Counselling
Table 7.3 Conference Timetable
As for the side event, it will hold the conference, the aim of the conference promotes the
different types of wedding culture such as make up and the custom through the seminar,
which is provide the channel to the people to know more about the wedding culture, make
more knowledgeable. Therefore, the conference will hold seminars for the visitor such as the
seminar on world-wide wedding custom, pre-marital counselling, beauty & skincare tips, MC
services, make up demo and Overseas wedding and so on. The seminars will invite the
expert, who can provide the professional information to the visitor. There have a two way to
participate the conference, the first one is online pre-registry, the second way is walk-in, this
method can easily to estimate how many people will participate, which can estimate how
many chairs is need in the seminar, thus, it is good for the conference operation.
The main event is the exhibition, according to the figure 9.3.1, it will arrange 100 both for the
exhibitor to show something to the customers, in order to promote the international wedding
culture in Hong Kong, the West side is plan for the different nationality zone for the
association such as Korea, Japan, China, United States and so on.
Furthermore, the east side is the experience zone for the visitor, there have a different part of
the wedding, for instance, there have a VR experience zone, AR e-card services, Trust Fall
and the hand-make experience zone.
The main of the concept of the VR zone is the visitor can use VR to watch the decoration of
the wedding, which is better for the customer to know more about their wedding and clearly
the present what they want of the wedding. In addition, VR can use as role play the
bridegroom bride in different kinds of wedding culture to gain interesting experience.
On the other hand, it is also providing some reference of the e-card services, the visitor can
relate the interest to design their e-card, it will encourage the people using the e-card instead
of printed card which can reduce the waste of the printing card and protect the environment
more effectiveness.
Furthermore, Trust Fall game in the both, the aim of the game is providing the channel to the
people who want to get married or married, they will more know about their partners, and
education them the important thing of trust is significant in their relationships.
Also, it will launch the hand-make experience zone, for example the flower ball and tattoo
stickers and so on. Thus, the experience zone provides the channel communicate with the
visitor and conduct propaganda effectiveness.
The lounges will display the photo of exciting wedding photos, many people believe that
wedding is once in life experience and it should be exclusive and different. Therefore, lounge
can provide some idea for the visitor how they hold their wedding to be excited and know
more about the other wedding destination information.
Figure 7.1 Wedding Culture Exhibition Floor Plan.
8.0 Key business risks associated with event delivery
Business Risk Assessment for the Wedding Culture Exhibition
Criteria for Rating of Risks (See Appendix C)
Type Risk Probability Impact Plan
Competitive There are two
more profit-
oriented
exhibitions
which about
wedding exist.
6 3 1. Having case studies and
historical research. To
understand what weakness
or insufficiency of the
competitors is. To create a
more attractive attractions
and memorable
experience for the target
audiences.
2. To prominent the special
and difference of our
event and make the
strength as key promotion
point. Make clear market
position of the event.
People may not choose
to go our event because
the competitors are profit
oriented, they can have
more professional
products and services.
This impact will directly
decrease the attendances
number of our events
Negative
visiting
experience
3 4 1. Do marketing research, to
understand what our
target audiences’ is and
needs. Also, find what
experience they are
expecting for.
2. Provide festive or party
atmosphere for our target
audiences, to find the
most interesting elements
to add to the event.
As an event, it is not
selling goods or services,
it is selling an experience
(Getz,2007).
If an event cannot
provide good experience
for the customers, it will
cause negative word-of-
mouths and damage the
reputation of the
company. It is an indirect
loss of an event planning
company.
In addition, if visitors
feel bored and think the
event do not meet their
expectations, they will
lack of interest in event.
This will affect the future
event planning (Getz,
2007).
Financial Insufficient 2 5 1. Find sponsor which
funding related to the industry and
keep close contact.
2. In addition, multiple
sources of financing are
need, if can better get
grant and different
sponsor and other
potential income.
3. Turn sponsors as co-
branding to make closer
relationship with them.
Insufficient funding
means that there are not
enough source of capital
and money to hold the
event. If an event does
not have enough capital,
it will affect the event
planning and decision
making. The project run
down will seriously
delay.
Cash flow
problems
2 4 1. Get grant and sponsor
much earlier. Prevent the
cashflow affect by the
project.
2. Also, to pre-selling some
tickets and choose
installment plan for
suppliers.
Liquidity of a company
is important. If a
company has low
liquidity, the risk being
bankruptcy and
acquisition.
Cannot break
even
3 4 1. Have stricter budget
strategy and do the return
on investment analysis.
Have financial audits to
analysis and control
different items in the
event.
Because our event is not
profit-oriented, it is an
educational and culture
promotion event. It may
not have enough
potential income, it is
highly dependency in
sponsorship and grant.
Cannot break even may
cause the unsatisfying of
customers. If will affect
the relationship to the
customers and affect the
long-term coordination.
Operational Lack of
suppliers
2 5 1. Find the industry related
or target suppliers. In this
event, it can find
exhibitors from different
wedding culture
association around the
world.
Suppliers are the most
important elements in the
event. If lack of
suppliers, for example,
exhibitors. The lack of
exhibitors will lose the
key elements and cannot
attract the target
audiences to visit.
Insufficient
communication
system in on-
site
management
3 5 1. To set up communication
center, arrange the
telecommunication
equipment for the
controller in the event.
Insufficient
communication system
will cause operational
problem and get poor
crowd control. In
addition, if accident
happening, it cannot
solve the problem
immediately. Problem
cannot solve
immediately, it may turn
into disaster.
Untrained
personnel
2 4 1. Have pre-training course,
ensure the casual workers
have enough knowledge of
the event and provide
proper customer services
techniques to them.
2. Have better planning in
human resource strategic
plan and work break down
structure to ensure the
arrangement of causal
workers are well planned.
Pulsating events need
periodic, large scale
infusions of workers, it
causes high dependency
on intensive labor force
(Getz,2007). However,
most of labor force are
causal workers, they may
not have clear
understanding and
knowledge of the event
(Getz,1997). If may
cause misunderstanding
in services and mislead
the visitors.
In will give negative
experience for the
visitors and gain bad
word-of-mouth and the
reputation of the event
may tarnish.
Bad weather 1 6 1. To reference the past
weather record of Hong
Kong and choose a possible
day to hold the event.
1. To prepare the waterproof
tank, extension leads
and other electrical
equipment in the event.
If there is bad weather, it
will affect the whole
event. This event is an
outdoor event hold in
Vitoria Park, it is highly
weather dependency.
Bad weather like hot
weather or typhoon may
cause the poor number of
visitor or the event will
be cancel. The impact of
bad weather is big
enough to destroy an
event.
Insufficient
signage
3 3 1. Set up appropriate sign for
example: set up banner
from MTR station to
indicate the venue
2. Arrange more causal
workers and set up
information center in the
event.
The insufficient signage
will make the
misdirection and
inconvenience for the
visitor, it will bring poor
visiting experience to
visitors and make
negative comment to the
event. This negative
comment post on the
social media will damage
the reputation of the
event.
Legal People get hurt 2 6 1. Buy the Public Liability
Insurance to transfer the
risk.
2. Prepare site check and risk
assessment before the event
to define the risk may
cause accident.
Organizer has legal
liabilities to ensure the
safety of visitors.
If accident happening in
the event and cause
casualty. The reputation
of the event will be
tarnish. In addition,
organizer need to bear
the legal liability and
huge compensation.
Program Time out 2 3 1. Arrange program properly
and more flexible, have
rehearsal before the event
start and arrange more gap
time between program.
2. On-site time control
properly, like skip some
non-necessary part like
Q&A section when
program time out.
If the program of the
event over time, it will
affect the rundown of
program. Moreover, time
out need to pay penalty
fee to the venue holder.
Absent of
speaker
1 4 1. Keep close contact with the
speaker and reconfirm with
speakers.
2. Have back-up speakers and
prepared for the alternative
program when speaker
absent.
It will affect the
smoothly of rundown.
Some key speaker absent
will destroy the program.
For example, the speaker
for opening ceremony
and closing ceremony or
some key performers.
Social Complaints 3 4 1. To minimum the side effect
from residents is better to do the
stakeholder mapping and
analysis what side effect
will bring to the local
resident and act to prevent
the possible effect.
As an event, it will bring
out noise and
inconvenient to the local
resident, they may not
want to participate in the
event. However, there
are involved and may
feel inconvenience. As
an organizer, it need to
consider the residents’
feeling and minimum the
side effect to them. If
not, the negative
comment from them will
affect the reputation of
the event.
9.0 Potential income streams and areas of expenditure
9.1 Potential Income
Figure 8.1 Potential Income.
We set the ticket fee is $20 for one visitor, and we will have around 100,000 visitors in 2
days, so it will have around $2,000,000 variable revenue. However, we have find My Seasons
company sponsor us Chinese traditional wedding dress or decoration photo; Love’s on
sponsor us Japanese wedding dress photo and AT Studio sponsor us Korea style wedding
dress and wedding culture photo. We will show these photo in our lounge area, visitors they
can know more wedding culture in other country.
We will release the information before six months of the exhibition, the cold call is our main
method to contact the related wedding company to be our exhibitors. And we will contact 50
company to be our exhibitors, each exhibitor we will cost the booth rental $5,000 for 2 days.
According to the exhibition budget from, we will have total $2,250,000 revenue and
$1,394,710 expenditure, finally, we will have total $855,290 profit.
Figure 7.4 Central Lawn Stage Layout.
Figure 7.5 Conference Floor Plan.
For the exhibition decorations, there will have two stages event, the bigger one is T shape
stage at central lawn, this stage for visitor to watch band show and catwalk, we will invite
Joey Yung, Super moment and Angela Yang to have music performance for our visitors, that
must can attract more visitor to our exhibition. Also, it will set up 10 rows of chairs and there
will have 10 chairs in each row, total 100 chairs. The other stage at side event, this stage will
hold a conference for visitor. The stage will hold a seminar relate wedding custom, beauty
and counselling. Also, it will set up 20 rows of chairs, and there will have 10 chairs in each
row, total 200 chairs. Besides, it will set up a carpet and tabernacle for 2 stages and 100
booths. However, it will set up two ladders for each stage. Furthermore, it will set up two
backdrops for two stages. To set up the stage and the event will hold for two days, and have
10%-20% backup budget, it will cost total around $250,000.
Figure 7.1 Wedding Culture Exhibition Floor Plan.
Figure 7.2 Floor Plan Signage.
The exhibition has total 28 signs for visitors at main event, side event and central lawn. At
the exhibition, we will have 3 main entrance and 5 exit signs; 9 signs for visitors the way they
cannot entrance and exit; 5 signs for the toilet; 3 signs to guide visitors the ways to main
event’s booth, side event’s conference and central lawn’s band show and catwalk; 1 sign for
performance go to the central lawn backstage changing room; 1 sign for registration counter
and 1 sign for the first aid station at the entrance. Total 28 signs it will costs $8,400.
For the equipment, it will set up 3 audio equipment for central lawn stage and 2 audio
equipment for side event; 2 sport light for central lawn stage and 2 sport light for side event;
total 10 microphones for performers and MC; 1 set of drums for band show at central lawn
stage; 20 set of walkie talkie and 1 set of VR for visitors to watch the decoration of the
wedding. Also, it will have a professional lighting and sound people to control the light and
sound equipment. With 10% budget backup, it will cost around $103,290. Some music
equipment will have sponsored by Vine Music and TomLee.
For food and drinks, we will have around 35 securities, 20 helpers and 10 organization staff
on duty, total around 65 people, and we will provide food and drinks for people who on duty
on that day, it will cost around $6,730 2 days. However, the security it will cost around
$78,000 for 65 securities for 2 days hired from City Services Group.
For the presenters, we will have 2 MC for the catwalk show, bridal show and band show, 1 MC for conference. Also, we will invite 3 speakers of Hong Kong Wedding Culture Association for our conference, they will have detail explanation of custom, make-up and beauty, and a speakers (大妗姐) will explain the Chinese traditional culture. It will cost around $24,000 for 2 days.
The event performers, we will invite Hong Kong singer Joey Yung, Super moment and
Angela Yang to have band show with our visitor, it will cost around $200,000. For the
catwalk show, it will be sponsored by Verona Bridal Couture and AMAZES Wedding, they
will provide a different type and country culture wedding dress. Also, the bridal shows it will
be sponsored by Koon Nam Wah & Co.
In order to make sure more people know this wedding culture exhibition, we will have the
poster advising in MTR, the advising will hold 3 weeks at famous stations, it will cost
$582,000. The web development and advising, we will post the exhibition advising on social
media, it will cost around $30,000
For the exhibition staff and guest, we will provide some badge for them, it will cost around
$30 for 20 badges. At the exhibition entrance, we will provide 100,000 relate information
leaflet for visitors, it will cost $62,500. Also, we will have 20 pens at registration counter for
visitors to register, it will cost $80. At the First aid station, we have 4 set of First aid facilities
for visitors when they have accident, according to Hong Kong Red Cross, each large size
First aid kit cost $1,350, it will total cost $5,400.
One of the exhibition objective is have 50,000 visitors in each day, and we need to have more
ticket for backup, so we will produce 120,000 tickets for 2 days visitors. Each ticket cost
$0.04, it will total cost $5,280.
9.0 Reference List
Aaker, D. A. and Kumar, V. (2011). Marketing Research. John Wiley & Sons (Asia) Pte Ltd
Aaker, D. A. and McLoughlin, D. (2010). Strategic Market Management – Global
Perspectives. West Sussex, John Wiley & Sons Ltd
Bamford, J., Ernst, D. and Fubini, D. G. (2004). Launching a World-Class Joint Venture.
Harvard Business Review
Chermack, T. J. and Bernadette, K. (2007). The Use of and Misuse of SWOT analysis and
implications for HRD professionals. Human Resource Development
International, 10 (4): 383–399.
Getz, D. (2007). Event Studies Theory, research and policy for planned events. Oxford,
Elsevier Ltd.
Getz, D. (1997). Event Management & Event Tourism. New York, Cognizant
Communication Corporation.
Hill, T. and Westbrook, R. (1997). SWOT Analysis: It's Time for a Product Recall. Long
Range Planning, 30 (1): 46–52
HKCASD. (2016). 2016 Report on annual earnings and hours survey
HKMDS. (2012). Trend in Martial status of Hong Kong population
HKMDS. (2016). Trend in Martial status of Hong Kong population 1991 to 2016
HKTB. (2013). A statistical Review of Hong Kong tourism 2013
Larson, A. (2016). What Is a Partnership. Free Press
Lim, M., Griffiths, G. and Sambrook, S. (2010). Organizational structure for the twenty-first
century. Presented the annual meeting of The Institute for Operations Research and
The Management Sciences, Austin.
Shone, A. and Parry, B. (2004) Successful Event Management. London: Thomson.
Sidler, D. (2016). Event coordinator. Wiley
Appendix C
Criteria for Rating of Risks
Risk probability
Definitive chance that Risk will occur (above 90% probability) 6
Very High chance that Risk may occur (above 75% probability) 5
High chance that Risk may occur (50% to 75% probability) 4
Moderate chance that Risk may occur (35% to 50% probability) 3
Small chance that Risk may occur (10% to 35% probability) 2
Negligible chance that Risk may occur (less than 10% probability) 1
Risk Impact
Extremely high (–ve) impact on business 6
Very high (–ve) impact on business 5
High (–ve) impact on business 4
Moderate (–ve) impact on business 3
Low (–ve) impact on business 2
Negligible impact on business 1