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.

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.

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.

9.2 Expenditure

Figure 8.2 Expenditure.

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

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Chermack, T. J. and Bernadette, K. (2007). The Use of and Misuse of SWOT analysis and

implications for HRD professionals. Human Resource Development

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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

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HKCASD. (2016). 2016 Report on annual earnings and hours survey

HKMDS. (2012). Trend in Martial status of Hong Kong population

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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.

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Appendixes

Appendix A

Art Design for the Wedding Culture Exhibition

Appendix B

Art Design for Registration Counter

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