More than 100 artists from 21 states will be on hand to tattoo and pierce customers at the Fairplex at Pomona.

About 300 hundred booths will fill Building 4, featuring the latest designs in tattoos, jewelry and apparel. The expo will spotlight live bands and side shows as well.

The expo will host more than 18 tattoo contests, including the best tribal, portrait, back and grey and color tattoos.

"We ve got brand-new artists coming in who do a variation of tattoos," said Pat Jones, a promoter"s associate for the Body Art Expo.

The event is expected to attract a diverse crowd of at least 3,000 people.

"We get a wide variation in attendance — anything from a mother and daughter combination to a serious tattooist," Jones said.

Tattoo artists agree.

"It's amazing. With all the tattoo shows you can t predict who s gonna' come in," said Tommy Montoya, an artist from Ink Slingers in Alhambra. "It used to be a little tat on the shoulder, but now it's big. We get first-timers that snap things on their neck."

The two award-winning parlors have developed a partnership and usually share a booth at conventions.

"We do everything from realistic portrait work to traditional art work," said Roman Estrada, an artist at Rube s.

Ink Slingers, which specializes in black and grey and portrait designs, will feature four artists at the event.

"A lot of times we're one of the busiest booths at the show," Montoya said. "We probably serve anywhere from 25 to 30 people at the convention."

My Tattoo in Alhambra will reflect California's diversity with Taiwanese, Mexican, Caucasian, Cantonese and Japanese artists on staff.

Shop owner Jess Yen specializes in oriental, body suit, Japanese and portrait styles.

"A Tattoo is a mark to express yourself," Yen said.

His appointment-only business typically serves 20 to 50 people per day.

Maya Zteca, an Aztec art retail shop in West Covina, will provide classic designs for tattoo seekers, although the shop does not do tattoos.

"There is a direct relationship between Aztec art and tattoo ideas," said Christina Rodriguez, who works at the shop.

The tattoo industry has experienced an influx of new artists with better equipment and technical training, which has improved the quality of tattoos.

A recent study by the Journal of American Academy of Dermatology found that 24 percent of Americans ages 18 to 50 have at least one tattoo.

Tattooed celebrities and television shows, such as "Inked" and "Miami Ink" have also helped fuel the acceptance of tattoos.

Because tattoos are considered permanent, most people think twice before getting one.

"I think about it for almost a year before I get a tattoo," said Linda Duong, who recently got her third tattoo, a black and grey Lotus flower on her lower back at My Tattoo.

The event, organized by Mega Productions, runs Friday through Sunday. Hours are 1 to 11 p.m. Friday, 11 a.m. to 11 p.m. Saturday and 11 a.m. to 8 p.m. Sunday.

Admission is $20 per person per day, or $40 for the entire weekend. Children under 10 are admitted for free with a paid accompanying adult.