The Many Sides of Mario Barth

ARTICLE & PHOTOGRAPHY BY SAM NOVAK

Sin City’s Resident Rock Star / Tattoo Artist / Entrepreneur / Humanitarian is a Worldwide Powerhouse

It’s often said that you shouldn’t judge a book by its cover. Take one glance at Mario Barth, and you might assume he’s a real “bad boy.” Well, he is, but not in the way you might think. With his wild mane, beefy arms, multiple tattoos, and biker-chic wardrobe, the Austrian native presents an imposing figure. Nevertheless, you’ll soon realize that Mario Barth has more layers than a Vidalia onion. And he’s probably even sweeter.

I first met Mario Barth at a lunch meeting to discuss this article. He and his close friend, producer Norbert Aleman (CRAZY GIRLS), were already seated when I arrived. Mario stood up and shook my hand with an imposing grip…and the aura of his presence was palpable.

Sometimes you can feel the power of a person’s influence just by standing near them. If you happen to meet Barth in person or attend one of his concerts, you’ll understand why he’s a worldwide sensation.

To many, Barth is known as the “Tattoo Artist to the Stars.” His distinctive, boldly-colored style has attracted some of the planet’s best-known entertainers and athletes. Superstars like Sylvester Stallone, Pamela Anderson, Tommy Lee, Paris Hilton, Drake, Usher, and Lenny Kravitz adorned their skin with his ink. In that way alone, Mario’s artistry has been seen by millions across the globe.

The tale of Mario Barth plays much like a superhero origin story. Body art was rare during his youth, mostly relegated to war veterans. Tattoo shops weren’t even permitted in Graz, Barth’s birthplace and Austria’s capital. That made his father’s military ink all the more fascinating.

Eager to experiment, Mario created his first piece of permanent body art at the age of twelve. The tattoo was of a skull, and his “canvas” was the back of a young playmate’s hand. As you might imagine, the reaction was less “Spiderman” and more “Green Goblin.” It would be another five years before Mario returned to the inkwell.

Driven by a desire to bring his talents into the mainstream, Barth would champion the movement to change laws and make tattoo shops both legal and regulated. Spurred by the reaction to his first attempt, the young entrepreneur reasoned that people would be less inclined to take dangerous risks if safety and comfort were readily available. His efforts became a true movement, and what began in the seventies has exploded into a worldwide empire.

After successfully opening the first legal tattoo parlor in Graz, the ambitious tattooist came to the States. His art and operation became solidly established in the 1990s in South Beach, Miami, spreading outward to the nation’s four corners. The first “Starlight Tattoo” was opened there and became a go-to destination. Along the way, an insistence on solid business practices allowed Mario to help legalize the procedure across the States and set new standards for an industry previously dismissed as “underground” and “rebellious.”

The next big step was the regulation of ink production. Once again, Mario set the standards. He created INTENZE, the world leader in tattoo inks and supplies. INTENZE professional-grade products are sterilized, FDA approved, and have never been tested on animals. They are vegan, ethically sourced, and non-chemical. INTENZE inks are manufactured in an ISO-certified facility and undergo rigorous, constant quality control. The result is pigments recognized as the safest in the industry.

After conquering much of Europe and the States, Mario and company set sights on Las Vegas, aka “America’s playground.” They realized that Sin City lends itself to impulsive, life-altering decisions like quickie-marriages…and badly-done tattoos. What better way to spread its mission statement than making body art available inside major casinos?

It took two years convincing MGM Resorts corporate suits to give the concept a shot. “Starlight Tattoo Mandalay Bay” opened in February 2008 and was an instant hit. The iconic and easily-recognizable establishment is located next to House of Blues…a brilliant blending of contemporary artistry and a targeted lifestyle demographic.

One wild success begets another, and soon Mirage Hotel Casino was home to “King Ink,” a hybrid lounge / bar / tattoo parlor that eventually transformed into a second Vegas “Starlight Tattoo” within the same resort. Starlight had previously developed a relationship with Mirage thanks to their annual “Biggest Tattoo Show on Earth. “

Despite a decade of success, “Starlight Tattoo Mirage” fell victim to the pandemic and closed in May 2020. But not even COVID-19 can stop the “King of Ink.” Barth told CHIC COMPASS that the time might be right for another music /body-art partnership once Mirage transforms into Hard Rock Hotel.

Starlight Tattoo remains an integral part of Mandalay Bay’s pulse and vibe. Guests arriving by MGM’s network of trams encounter the body-art parlor before anything else, setting a tone that extends throughout the massive resort. Multiple entrances draw potential customers from both the casino floor and from within House of Blues.

A stroll through the shop is as much an educational experience as a working studio. Memorabilia from decades of Mario’s professional and humanitarian efforts line the walls, vying for attention alongside meticulously-kept presentations of the INTENZE brand. Visitors are welcome to observe tattooists in action from either the parlor floor or the “fishbowl,” a casino-side viewing area.

Despite winning over 200 international awards for his enterprises and artistry, Barth felt he had much more to accomplish. His commitment to “doing the right thing” spread into charitable efforts. He lent his voice to such organizations as PETA (People for the Ethical Treatment of Animals), breast cancer fundraisers, international relations, business education, safety practices, and recognition of military veterans.

INTENZE eventually moved its world headquarters to Las Vegas, becoming much more than a factory and distribution center. As Mario’s home base, it has expanded into labs, testing facilities, marketing offices, an exhibit of his artwork, and a storage bunker for some extremely prized automobiles. If you’re fortunate enough to get the full tour (as CHIC COMPASS did), you’ll discover a massive rehearsal and music recording facility.

Throughout my conversations with the facility’s various technicians, artists, and experts, it became clear that the INTENZE team is filled with enthusiastic supporters. Each expressed their admiration for the man in charge, describing his hands-on approach in every step of production. “Nothing happens here without Mario’s personal involvement,” one said.

Another recounted his commitment to cruelty-free, totally pure products. “He won’t even allow our items to be affiliated with vendors that permit animal testing of any kind. That’s just the kind of guy he is”.

Sylvester Stallone’s big screen adventure THE EXPENDABLES features a slightly-fictionalized version of Mario Barth, played by Oscar nominee Mickey Rourke. Perhaps it was his close relationship with entertainment superstars that launched the next dramatic chapter in the Mario Barth saga.

In 2017, Barth formed ABOUT KINGS, an Austrian-based country rock band with roots in Detroit, Nashville, Croatia, and, of course, Las Vegas. Similar to that humble tattoing start in Austria, ABOUT KINGS rapidly spread throughout Europe, bolstered by the success of their German-language album “Guardian Angel.” Small concerts gave way to crowds exceeding eighty-thousand. And so, ABOUT KINGS headed to Nashville to record the English-language “Go Big or Go Home.”

As with every Mario Barth project, ABOUT KINGS delivers hard-rocking results with a side of “giving.” Last year the band made its Vegas debut at Mosaic Theater, joining country stars Tyler Rich and LONESTAR. The showcase provided 200 free tickets to VITALY, a local blood-donation service.

This summer, the band launched an international tour from Vegas at Hark Rock Live, providing free admission and cocktails to veterans and active military members. From there, it was off to Switzerland, Germany, Italy, and of course, Austria, with thousands packing into massive arenas for every performance.

Now that he’s back home, Barth can focus on another passion project – The Coalition for Tattoo Safety. This non-profit organization ensures that the industry has unlimited access to education, training, artist-vendor networking, and methods to protect the health and safety of tattoo artists.

And just like the young man who changed the laws in his homeland, Barth’s Coalition will continue to be an industry watchdog, lobbying for fair legislation and a distinct separation between the medical aspects of tattooing and basic cosmetology.

Next summer, Planet Hollywood Hotel Casino will be home to the annual “World Tattoo and Piercing Trade Show.” One of its sponsors is DRINK’D, the only tattooed-lifestyle bar on the Strip. While there, you might spot owner Mario Barth chatting with pal Criss Angel over some beers in the corner. As cool as that may seem, It’s just another day for the “King of Ink.”