Shop Owners Success Summit: Networking, Money, and Trophies, Chico Cortez on Winning at Tattoo Conventions
Chico Cortez has done hundreds of tattoo conventions and won what he jokes is close to a thousand trophies. At his peak, he was doing about 22 shows a year with a four-booth setup. At Ink Different’s Shop Owners Success Summit, the founder of Marked For Life closed out the day with his convention playbook. He broke it down into three pillars: networking, making money, and winning trophies. He admits doing all three at the same convention is hard, but achievable.
Key Takeaways
Three reasons to go: Chico says people do conventions to network, make money, or win trophies, and he ranks networking first.
Know your real numbers: Track every expense on paper, so you know your actual profit, not just what you brought in.
Bring a helper: While you tattoo, someone charismatic should greet visitors, answer questions, and collect contact info.
Enter with strategy: Learn what judges like, show originality, and consider tattooing your competition piece on Friday.
Treat everyone well: Chico believes how you treat people matters more than your art when it comes to lasting.
What is the Shop Owners Success Summit?
The Shop Owners Success Summit is an Ink Different event where experienced tattoo shop owners share practical strategies for growing their businesses.
Chico was the final presenter of the day. He’s been a friend of Ink Different for years, and his reputation on the convention floor is hard to miss. The first time we saw his setup, he had at least four booths together, with a backdrop running across the back that was 16 to 20 feet tall. His kid was even there while he closed a tattoo deal.
Chico doesn’t call tattooing an industry. To him, it’s a community and a culture.
Why do tattoo conventions matter for your career?
For Chico, conventions changed everything, from his business to his friendships.
His path started in 1998. In a park in Jamaica, Queens, he saw a man tattooing people with a pen for $50 or $60 a piece. The work wasn’t good, but people paid anyway. Chico later realized they weren’t paying for the tattoo. They were paying for the experience, and often, the therapy.
He moved to Miami in 2000 and worked as an assistant manager at Walgreens until he lost that job. With family members already tattooing, he started too. Within a year and a half, he had a tattoo shop with seven Tattoo Artists.
He eventually stopped tattooing. In 2003, a $900 piece came in on his turn. He handed it to a Tattoo Artist who’d had a slow week. That’s when he realized he was a better boss than a Tattoo Artist.
In 2006, his team talked him into competing at a local show in Coral Springs. Walking in for the first time was overwhelming. There were thousands of people and Tattoo Artists he’d only seen in magazines. His team took home seven trophies, and the addiction started.
Conventions also do something a tattoo shop can’t. In the shop, Chico says, you can get stuck with your head down and stop growing. At a convention, you see new work, meet Tattoo Artists you admire, and bring that energy home.
How do you network at a tattoo convention like a pro?
You network by being humble, respectful, and memorable. Chico calls networking the most important thing you can do at a convention.
Treat every booth like someone’s home
Chico says the biggest mistake rookies make is walking straight into someone’s booth. That Tattoo Artist may have spent $5,000 to be there.
Instead, stand at the edge of the booth and say “excuse me.” Let the Tattoo Artist come out to you. Once they’re comfortable, they may invite you in.
If you want to watch a Tattoo Artist you admire, step to the side. Don’t stand in front of their booth or hold a camera over them.
Assume the best
If your favorite Tattoo Artist seems standoffish, Chico says they may just be focused on making their money back. Their flight might have been delayed, or their luggage lost. Smile, be humble, and introduce yourself.
Leave people with a compliment
Bring a big stack of business cards. When you finish a conversation, end with a genuine compliment. That’s how you stay in someone’s mind.
Build friendships that last
Chico met Billy Jack Gunther at his Bloodapalooza convention in Dallas, his first out-of-state show. They’re still friends 20 years later.
He also met Osmay Gonzalez of Fame Tattoos through conventions. They were rivals for best booth in Miami. Osmay kept outdoing him and even gave Chico his first newspaper interview. Today, they always pick up each other’s calls.
That’s how we met Chico, too, at a convention in Miami.
Chico says tattooing can be a lonely job. Your face is in someone’s skin or an iPad all day. Having friends who share the same struggles matters. They’ll also warn you which conventions to skip.
Bring the lessons home to your team
Chico compares the day after a convention to the day after Christmas. That’s when everyone actually plays with their gifts. His team comes back talking about new inks, cartridges, and techniques they saw. Seeing great work also lights a fire under them to step up.
How do Tattoo Artists make money at conventions?
You make money at conventions by knowing your real costs, pricing fairly, and turning every visitor into a future client.
Track every expense on paper
Chico compares it to gambling. Someone says they won $5,000 but doesn’t mention they spent $6,000 to win it. Write down everything, from gas to supplies, so you know your true profit.
In his early days, Chico didn’t even expect to make money. Breaking even was the goal. Conventions were free advertising and a chance to learn.
Bring a helper
You can’t stop tattooing to talk to every visitor. Bring a partner, friend, or family member who’s charismatic and represents you well. Have them greet people and collect names and phone numbers.
Price your work clearly and fairly
Chico calls price a silent salesman. If your displayed flash has a price on it, shy visitors know what to expect. It also starts conversations, like whether shading is included.
He also says to charge what your work is worth. Don’t raise your price because a client is wearing an expensive watch. Don’t undercharge either.
Know your region
Rates and demand vary by city. Chico says realism often sells better than traditional in Miami, while traditional may sell better in Texas. In Chicago, black and gray is everywhere, so rates may be lower than in a city with fewer black and gray Tattoo Artists.
Build a client list by city
Your first convention in a new city probably won’t make you rich. Go without expectations.
Collect every client’s name and number, and save them by city. Before your next trip, reach out and offer a small discount if they book again or bring a friend. After three or four conventions in the same city, Chico says, you’ll start to see real returns.
Help competitors when you’re full
When Chico’s booked, he sends visitors to another Tattoo Artist he trusts. He’d rather they get a great tattoo from someone else than a bad one somewhere.
How do you win trophies at tattoo conventions?
You win trophies by entering with strategy, showing originality, and timing your work wisely.
Why trophies matter
Chico admits trophies fed his tattoo shop’s ego. But they also get you noticed. An award lets you call yourself an award-winning Tattoo Artist. Winning consistently can lead to sponsorships from supply and ink companies, and sometimes even your own ink line, like Liz Cook’s.
Awards also help you meet people. After his team won 13 awards at one show, well-known Tattoo Artists stopped by his booth to introduce themselves.
Just watch your ego. Chico compares chasing trophies to chasing a high. Twenty trophies may never feel as good as your first third-place win.
Know your judges
Every judge has preferences. Chico says Troy of Villain Arts likes geometric work, so adding geometric elements may catch his eye. Another judge may love anime or new school.
Blending styles in one piece can appeal to multiple judges and show your range.
Be original
Judges have seen the same portraits of the same famous faces many times. Chico says originality matters, and adding your own twist helps you stand out.
Use Friday to your advantage
Chico’s favorite strategy is bringing your own “living canvas” and tattooing your competition piece on Friday. Most people work until 5 p.m., so the floor is quieter. You’ll have more uninterrupted time, and fewer people usually enter Tattoo of the Day on Friday.
If you win, your trophy sits on your table all weekend. Visitors who buy weekend passes often spend Friday browsing for a Tattoo Artist. That gives your helper a chance to book your Sunday openings.
What are Chico Cortez's steps for winning at conventions?
Step 1: Start local. Chico says every tattoo shop should do its local conventions first. That’s where local clients meet you.
Step 2: Stand out. In Miami, Chico says there are about 600 tattoo shops, and most booths look the same. His backdrop is 15 feet tall, compared to a standard eight-foot banner. Be creative with your setup.
Step 3: Plan your logistics. On his first out-of-state trip, Chico forgot the banner and used a tablecloth instead. They had no extra lights or beds, so they stacked chairs for back pieces. He used PVC pipe to raise tables. Pack a checklist.
Step 4: Dress for the clients you want. If you want clients who spend $1,000 on a tattoo, dress like you’re worth it. You attract the energy you put out.
Step 5: Be approachable. Don’t hide behind your booth or wear headphones. Make eye contact and greet people.
Step 6: Hand out business cards. Chico’s example: if you hand out 700 cards and just 10% book, that’s 70 new clients.
Step 7: Treat everyone as a human being. Chico reminds Tattoo Artists that you never know what someone is going through. For some clients, a tattoo is a form of healing. Treat everyone with respect, regardless of race, gender, or gender identity.
He believes that’s what separates tattoo shops that survive tough economic times from those that don’t. As he puts it, it’s not even the artwork. It’s the way you treat people.
Get Serious About Your Convention Game With Ink Different Tattoos
Ink Different Tattoos helps tattoo shop owners build stronger businesses and helps aspiring Tattoo Artists build the skills conventions reward.
Chico also made a point about training. When you try to teach yourself, he says, you mostly learn what not to do. A tattoo apprenticeship saves time, and time is the one thing you can’t get back.
What You Can Expect from Our Traditional Tattoo Apprenticeship
Length: 18 to 24 months of hands-on training across four phases.
Beginner-friendly: No prior art experience required.
Hands-on mentorship: You learn in person from experienced Mentors inside a working tattoo studio.
Licensing support: Guidance through your state’s requirements, like how to get your tattoo license in Texas or how long a tattoo license takes in Colorado.
A guaranteed job offer: You’ll receive a guaranteed job offer at one of Ink Different’s tattoo studios.
A Career That Comes With Confidence and Credibility
This is a career that comes with confidence. Apprentices finish with job-ready skills, licensing support, and a guaranteed job offer at one of Ink Different’s tattoo studios. Training includes the OSHA bloodborne pathogens standard. Ink Different has trained Tattoo Artists for 15 years.
Master Mentorship From Award-Winning Tattoo Artists
Ink Different’s Master Mentors include Al Fliction, Liz Cook, Kyle Dunbar, Boneface, and Jordi Pla. Many have stood on convention stages themselves.
Making Tattoo Training Accessible for Everyone
Ink Different offers Spanish-speaking locations in Denver, Orange County, NYC, Miami, San Antonio, and San Diego. Seats are limited, with only two apprentices per tattoo studio per Mentor.
Ready to Become a Tattoo Artist?
Chico Cortez went from tattooing at home to running a tattoo shop and building one of the most recognizable convention brands on the East Coast. His advice for every convention is the same: be humble, know your numbers, and treat people right.
For tattoo shop owners: Explore Ink Different’s shop owner training to build the systems, marketing, and team that help your tattoo shop stand out.
For aspiring Tattoo Artists: Apply now to Ink Different's Traditional Tattoo Apprenticeship and start building an AI-proof career with licensing support and a guaranteed job offer. Prefer to talk it through first? Fill out our quick questionnaire to see if the Traditional Tattoo Apprenticeship is right for you.
Follow Chico on Instagram at @m4l_chico.
Frequently Asked Questions
What are the three reasons to do a tattoo convention?
Chico Cortez says the three pillars are networking, making money, and winning trophies. He considers networking the most important.
How do I know if a convention was profitable?
Write down every expense, including gas, supplies, and booth fees, then subtract it from what you earned. That’s your true profit.
Why should I tattoo my competition piece on Friday?
Fridays are usually quieter, so you have more time to work. Fewer people enter Tattoo of the Day, and a win gets displayed all weekend.
What’s the right way to approach a Tattoo Artist’s booth?
Stand at the edge and say “excuse me.” Don’t walk in uninvited. Chico says to treat a booth like someone’s home.
How long does the Traditional Tattoo Apprenticeship take?
The Traditional Tattoo Apprenticeship takes 18 to 24 months across four phases, with licensing support and a guaranteed job offer.
Does Ink Different offer training for tattoo shop owners?
Yes. Ink Different offers shop owner training for marketing, operations, and team building.
