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Ban on tattoos: A good marketing move?

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Recently, club enthusiasts were shocked to hear that MBS's new dance club Genesis is imposing a no-tattoo rule. Club goers with tattoos have been asked to cover up if they wish to be let in.The ban has been on going since its inauguration on 24 December last year. The club is currently situated where Avalon (pictured above) was once based.In a statement to The Straits Times, Efocus Entertainment, which manages the Genesis club, said the ban is to create a friendly and comfortable environment.A spokesperson said the crowd is usually filtered to reduce the risk of fights or unrest and on average it has had to turn away at lest two people every party night.However, while club goers remains sore about the restrictions, Honey Lee, managing director of Heat Branding said all is not yet lost for the newly-opened club.Genesis has a special case that makes people curious of its presence which “should definitely be used to the club's benefit,” she said adding that the next move for the club should be to focus on the brand's value propositions such as “premium club, state of the art sound technology, atmosphere and view, music and DJs, if it hopes for success.”To survive in the competitive market, the club needs to now market sustainable selling-points and reasons as to why party enthusiasts should open their wallets to Genesis. Lee added that the marketing for the club will not differ much from any other club wanting to be successful should market themselves.“With a good line up and calendar of attractive events coming up, the hype about the tattoo should fade pass relatively quickly,” Lee said.Upcoming challengesMylinh Cheung, CEO of Epic Public Relations added that she doubts the brand will face many challenges. “The club knows exactly what it is doing by keeping up a certain standard on dress code,” Cheung said adding that by now, it is universally known and accepted that clubs reserves the right to refuse entry.Lee also seconded Cheung’s statements adding that the only challenges it might eventually face is one that almost all clubs face - crowd retention and keeping the events scene fresh.“Grabbing market share in a tough environment where nightlife is very much segmented will be trying. Also, recovering from the failures of the previous club Avalon will be something that needs to be addressed as those who have been to the former club will make direct correlation and comparison to it,” she added.  

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