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Weizhen Tang’s Contemplations on Arranging a Successful

Author:weizhen tang Date:2009-05-17 09:14:40 Readers:1230 reads

Summary Weizhen Tang’s Contemplations on Arranging a Successful Canadian Chinese Lunar New Year Show

Weizhen Tang’s Contemplations on Arranging a Successful Canadian Chinese Lunar New Year Show

The 2008 Canadian Chinese Lunar New Year Show is to take place in Toronto on February 2, 2008, at the John Bassett Theatre at the Metro Toronto Convention Center. The event, the largest in Toronto, will feature a gathering of both Chinese and western performances and entertainment. As a fully market-oriented gala, the first of its kind, it will access all kinds of social resources and forces available, and its anticipated cost being over $80,000. The Show will be marketed towards Canadian Chinese living in the Toronto area, who have immigrated from Mainland China, Hong Kong and Taiwan. Indeed, with its spectacular events, strong support base, and the enthusiastic participation of its organizers, this 2008 Canadian Chinese Lunar New Year Show promises to be an unprecedented, grand and exhilarating affair!
Attributes, Functions and Significance
As a great event made to cater to the interest of the public, the 2008 Canadian Chinese Lunar New Year Show will be receiving extensive media coverage for at least two months before and after its actual date. Overall, the goal of the Show is to lead and promote the economic development of the Chinese community in Canada, through the introduction of market concepts and the philosophy of wealth. On one hand, it aims to discover and bring up talents needed by the market; on the other, it will highlight the aid still needed by the Canadian Chinese and spread the spirit of duty and fellowship to those who can provide counsel and support.
To ensure immense success and profit, the Show itself will adopt a market mechanism to call upon Chinese, as well as all other members from local communities, for their wisdom, ability and enthusiastic contributions. Though the organizers bear all the risks involved in organizing the gala, they guarantee that all profits from the event will go to the philanthropy and public service projects of the Chinese communities. They will not keep a single cent of profit for themselves.
Truly, the production of 2008 Canadian Chinese Lunar New Year Show will be quite a challenge: it will require tremendous bravery and courage from the organizers, and generous support and applause from the entire Canadian Chinese world. However, its success will definitely pave a way for all Canadian Chinese artists, entertainers, and the media to reach their utmost potential.
The Weizhen Tang Wealth Club is the exclusive sponsor of the 2008 Show. Founded by the renowned financial entrepreneur, Weizhen Tang, the Club has a large congregation of investors and entrepreneurs, all who foresee enormous potential in the local Chinese entertainment market and make actual attempts to tap it. In 2007, the Club, together with the Hunan Fellow Association of Canada in Toronto, sponsored the Chinese Lunar New Year Show. The event was such a success that it gave rise to a huge sensation in all the Chinese communities.
Already, the launch of the planning of the 2008 Canadian Chinese Lunar New Year Show has garnered much buzz from both the public and the media that Chinese communities have extended a welcoming hand to it. The joint efforts of a financial entrepreneur, the media, and approximately two hundred entertaining and performing artists will ensure the event`s success. Overall, this event is the first of its kind to marry high-quality entertainment with the education of wealth philosophy, ensuring a campaign with great economic and social influence. True, the task of pulling off such a feat of an event is a tough one. Yet without a doubt, it is sure to be a glorious one, too!
Direction and Target
Since its inception more than two decades ago in China, the Chinese Lunar New Year Show has remained a favored public event and a veritable Chinese tradition. From seven o’clock of every New Year’s Eve until after midnight, the CCTV, the national television station of China, broadcasts a live celebration show. With all artistic and performing resources of the entire country gathered on the stage, and thanks to the strong financial backing of the Chinese government, the Show presents to the audience a colorful and spectacular extravaganza incomparable to others of its kind. Year after year, people watch it and love it so much that it has now become an indispensable part of the lunar new-year celebration in China.
It was more than ten years ago that a group of Chinese students studying in Canada brought this display of festivity to the Toronto`s Chinese community. In 1990?, the Chinese Students and Scholars Association at the University of Toronto organized the first show for the public, and continued to put on more of such shows once a year, which received good response from the public and aroused increasing interest of the Chinese community. However, due to the influx of more Chinese immigrants in Canada, coupled with the continuous decline of Chinese students and scholars in Canadian universities in recent years, the demand for entertainment in celebration of the Chinese Lunar New Year had far exceeded the capabilities of a student association. Despite their efforts, their production was of small scale, and of relatively low quality.
The recent years has also seen a rapidly growing number of Chinese communities in Canada. The Hunan Fellow Association in Canada and the Canada-China Biopharmaceutical Technology Association, both founded by Tang and his colleagues, are just two of them. The Associations organized a few community-based shows of their own, which allowed Tang not only to learn some experience, but to teach him that community shows had severe detriments that prevented them from reaching their highest potential. He saw that community-sponsored shows were by no means able to meet the needs of the society, due to their lack of authoritativeness, influence, and financial backing. Moreover, there was little motivation for the participants, who, ultimately, received no real reward for the efforts they put in.
And so the realization came to Tang. A healthy organization of such events would have require all the available resources the society could offer—this meant the talent and skills of artists and performers, the financial sponsorship of the business world, as well as the publicity and coverage of the media.
As a result, Tang now relies on the power of the market and the society to organize such events, with the hopes that this change will bring forth a new era for all Canadian Chinese. By eventually immersing themselves in Canada’s fully commercialized society, all Canadian Chinese, as long as they are armed with market-oriented values, can turn their talents and abilities to good account, meet the challenges of the market, and survive in the market-oriented society.
The 2008 Canadian Chinese Lunar New Year Show is seen as an epoch-making event of great historic significance, as it is the first high quality, large-scale event that has been initiated, sponsored and led by a financial entrepreneur whose insight, strength, appeal, and efficiency has made such a feat possible.
In the long run, the Weizhen Tang Wealth Club aims to build a powerful team and establish a first-class platform for all Canadian Chinese, so that we can rely on our own forces to build up a Chinese entertainment industry, and even to enter the local mainstream markets. Our short-term target is to make the 2008 Canadian Chinese Lunar New Year Show a highly anticipated event for the local Chinese, giving it the same extent of popularity as the CCTV Chinese New Year Gala in China.
Value and Cost of Admission
To ensure the event`s success, the estimated total cost of the event will be more than CAN $80,000. Unfortunately, many people, especially Chinese from Mainland China, are unable to understand why such a magnitude of cost is necessary; thus, they undermine the Show`s true value. Critics of the cost do not know how to price the event, or leverage its social and economic benefits.
In addition to the historical and practical significance attributed with it, the 2008 Canadian Chinese Lunar New Year Show features many lessons regarding valuable wealth education. The Show, sponsored and arranged for the first time by an entrepreneur, will fully make use of the power of the society and the market. The event will be profitable for all its participants, who will be able to enjoy countless opportunities to further develop themselves.
The following is a breakdown of the 2008 Canadian Chinese Lunar New Year Show. This year`s venue, the John Bassett Theatre at the Metro Toronto Convention Center, is the best convention and exhibition facility in downtown Toronto, and is undoubtedly worth the allotted $30,000 CAD (which also includes staging and lighting). The cost for hiring the entertainers will be $20,000 CAD; advertisement and printing will cost $30,000 CAD. This reaches a grand total of $80,000 CAD.
Now, let us divide that total cost by 1300 seats. That translates to a cost of $61.50 per seat. To follow the general business principles and pricing standards, and to make the event feasible, the price of admission is set to C$123.00.
The cost of organizing, management and operation is not included. However, the engagement of enterprises and the media will decrease the price and increase the value. For the average consumer, the price of $100+ CAD is quite a hefty sum; the cost becomes even more astronomical for a family to attend as a whole. On the other hand, many enterprises and organizations will attend the event to promote their images, services and products. Hence, the risks to the sponsor will be minimized. Larger-sized and higher-grade events suffer fewer risks. The core of the event`s success is the advertising placement and the sponsor’s strength. In addition, the event’s outcomes also lie in the influence of the media.
With its grand scale, efficient organization, superior media relations, two-months promotion and the attention of hundreds of thousands of Canadian-Chinese, the 2008 Canadian Chinese Lunar New Year Show will feature a super-value as high as many times that a single entertainment performance. The main problem, however, is that we do not have a talent pool consisting of Canadian business professionals, Taiwanese media planners and marketing experts, or Hong Kong merchandisers. The price of Jacky Cheung’s or Andy Lau’s performance is determined by the result of a team’s marketing ability, not the value of the performer alone.
Realizing the Show’s True Worth
Over the years, I have attended my fair share of organized Chinese Lunar New Year celebrations. Those events were worth every penny of the admission cost: they presented spectacular, awe-inspiring shows, with expert entertainers and top-notch performances. From these events, I have learned that in order to make the true value of an event realized, proper media planning and promotion are crucial. An event`s target audience must be convinced of its significance, as well as the market value of its participants. Timely new reports and endorsement must be released. Also, as many entrepreneurs as possible must be involved in the event, so that they — and the market — can cover the events necessary costs. Only then can the value of the event be fully realized.
Current Situation and Tasks
Thus far, the Canadian-Chinese community has expressed positive feedback of the Show. Its planning committee has been highly praised for its efficiency, creativity and diligence, and many people have realized the significant benefits of such a large-scale event.
The Weizhen Tang Wealth Club has utilized its own financial insight, economic strength, wealth philosophy and experience in surviving in North America to enlighten the Show`s audience and teach them about wealth. What will unite the guests is their passion of Canadian-Chinese causes, the business model, the common interests, and hope for the future, all of which are key concepts presented in the event. As a result, more and more people have joined our team, not only to develop themselves, but also to be a part of the Show`s accomplishments.
As the event receives more and more attention, so increases the heavy responsibility on our shoulders. In addition to preparing for the entertainment performances, we have planned many promotion and communication activities to introduce the event to the market and the public. To maximize the value of the event for all stakeholders, we have made great efforts to arrange and promote the event. As a pioneering effort, the 2008 Canadian Chinese Lunar New Year Show will accelerate the economic development of the Canadian-Chinese community.
Advantages and Disadvantages
Advantages
As a public event, the Show seeks to bring forth an atmosphere of harmony and enthusiasm, in which we can enjoy unprecedented advantages, such as
• strong financial support from the exclusive sponsorship of the Weizhen Tang Wealth Club;
• fully market-oriented operations, including the utilization of the public and the market to arrange the event;
• an accomplished directing team with more than ten years of experience;
• a high-quality, creative production team with three years worth of experience in pyrotechnic performances;
• intense advertising and exposure, using the public and all kinds of media; and, finally,
• high degree of exposure in the global market — for the first time in its history, the Show will be broadcast in Toronto, and copyright to the program will be sold worldwide.

Disadvantages
For over a decade, Canadian Chinese living in the Toronto area have organized various entertainment galas to celebrate the Chinese Lunar New Years. With the participation of many professional entertainers, these galas have attracted large audiences. However, in previous years, these events were designed solely to entertain — not educate — and so they had no specific political and financial goals. Nor did they achieve considerable financial results or investment return. Without market and value awareness, the production of these galas was not financially independent.
This year, the situation is quite different. With a strong emphasis placed on market and value awareness, we have begun to find and develop marketing experts. We have established an overseas team with rich market experience; realizing the importance of teamwork, we will collaborate well and certainly accomplish great results. We Chinese from Mainland China living overseas will become a united force, and should we still lack in market awareness and knowledge, we will work hard to remedy the situation.
We adopt the strategies of public bidding and election for the selection of the sponsor and the entertainers of the event. We plan to provide a platform and opportunities to the entertainers, who will be paid according to the market price of human resources of Mainland Chinese in Canada and related risks. In fact, we hope to find and hire related talents from more places. There should be more people, like the entertainers, who try to realize their values in a market-oriented manner.
Current Problems and Solutions
Presently, this year`s Show has motivated and inspired the Chinese community of Toronto. Many Canadian-Chinese have expressed their interest and keenness for the event. The Show has also captured the attention and support of the media: some of the major media have begun competing for exclusive sponsorship of the event. Also, many other enterprises have begun to realize the value of the Canadian Chinese Lunar New Year Show and have become interested in sponsoring the event.
To ensure the event`s success, we plan to invent CAN $80,000 — this covers, among other things, planning costs and costs of marketing to the affluent classes of Canadian-Chinese coming from the background of Mainland China, Hong Kong and Taiwan. We hope that the event will accelerate the development of Canadian-Chinese economy, and may be marketed in a Hong-Kong-style manner, in which returns, worth several times more than the original investment, will be achieved. This will benefit the entertainers, the media and the economy of the Canadian-Chinese community.
However, though we are ready to take risks, many others are thwarted by their own lack of business know-how. These people cannot make money themselves, not even with the right methods or means. It is these very people, therefore, who consider me as a ready source of money, and so they try their hardest to either take advantage of me, or make me incur losses. It is understandable, therefore, to see how in such a situation, my cooperation will cease to exist.
And then there are those who mistakenly believe that the event is arranged for my benefit alone. I cannot stress how far this is from the truth. Indeed, all of us share a desire to make a victory of the 2008 Canadian Chinese Lunar New Year Show, an event in which we can show the world exactly what we are made of.
A production of such proportions means there is a lot of risk to take — this is understandable. All of us are ready to make great efforts to arrange the event, and the risks of the trial must be shared. Theoretically speaking, each one of us should invest in the event in order to share the risks. Thus, by sharing the risks, all of us will be able to work more passionately on the event.
Yet just as the risks will be shared, so, then, must the return. Considering the financial ability of the participants, as well as the Show`s profitability, I have decided to personally subsidize the entire costs, and therefore take on the risks myself. Furthermore, I will not make a single penny from the Show: all profit generated from this event will be turned over to the community. The cost of $80,000 will not be paid to the participants, but for them. A return equal to the cost will mark the success of the event, yet we are aiming for a return several times that amount. On one hand, according to North American marketing principles, the real value of the event should be CAN $300,000-500,000. On the other hand, if only enjoyment and entertainment is our sole goal, then the Show`s true value will be less than C$30,000. Yet if the situation goes as I have planned, there will be no need for us to pay a single cent to cover the costs of the event. Indeed, it is the market that will cover these expenses — that is part of the art of money. Furthermore, I am using my insight, financial strengths, reputation and ability, all of which are more substantial than my fund size, to make this Show a triumph.
It is my hope that everyone fully takes the opportunity to learn how to make money from the market. As an expert in wealth and investment, I know where money comes from and where it goes, and so I consider myself more than able to arrange the Gala event successfully. Nonetheless, the keys to the success of the 2008 Canadian Chinese Lunar New Year Show are funds, market awareness and marketing ability. There are plenty of professionals and entertainers in Toronto. What we are short of, however, are talented people who understand the essence of the market and have the desired marketing ability. Without harvest, our efforts will be without value.
I am working fervently on arranging the event for the Canadian community, and I hope that more Canadian Chinese can make an effort to guarantee the event`s success. Overall, this event is my genuine attempt to thrust into the spotlight the many Chinese entertainers and artists who would otherwise be unable to display their skills and talents. They, along with other professionals, should be market-oriented — only then can their value be fully realized and appreciated. Indeed, if I can assist them and other overseas Chinese to realize their worth in a market-oriented manner, then I am not losing money at all. Instead, I am making a profitable investment.
At present, we lack talented people with market awareness and marketing ability. Yet we can find and select all sorts of talents through various channels and media. We hope that these skilled individuals, abundant with marketing ability, will join us.
We need entertainers, arts designers, advertisement designers, media planners and communicators, Internet advertisement experts, technical writers, merchandisers, event promotion and sponsorship marketing experts, and business and activity management experts. It is in the best interests of people in these professions and bearing of these talents to consider these opportunities. With a well-prepared collection of talents, the Show is sure to achieve great results. I hope that everyone will try his or her best to recruit these talented individuals — we need the only the best!
Conclusion
In terms of artistic accomplishment and marketing ability, the 2008 Canadian Chinese Lunar New Year Show is an extraordinary showcase of the amazing skills, talents and gifts of Chinese immigrants. Its accomplishments are based on an emphasis for their common well-being. Indeed, the success of the Show is a testament of the hard work and dedication of its industrious organizers and staff, coupled with the enthusiasm and support of the public and Canadian-Chinese communities. Furthermore, the event will create many new employment opportunities for new Chinese immigrants, and profits made from the event will enable Mainland Chinese entertainers, media personnel, entrepreneurs and Chinese immigrants to live a better life in Canada. Finally, the Show`s success will allow for an improved development of the Chinese economy, and thus bring all Chinese in general one step closer towards a better future.

Media Support
Singtao Daily, World Journal, Mingpo Daily, Today Daily News
Fairchild Television, OMNI2 Television, CCETV, CTTV, Toronto TV
Chinese Media Net, Wenxuecity, Cyber Media Network
Torcn.com, Naol.ca, 51.ca, Chienkun.com, LookToronto.com

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