ANNUAL REVIEW
2017
adelaidefringe.com.au Fringe poster - Jennifer Rimbault
“The party that defines a city…”
Photo, Trentino Priori. Artist, Memphis Mae
Verity Edwards, The Australian
David Minear
Chairman Adelaide Fringe
The Hon. Jack Snelling Minister for the Arts
Heather Croall
Director and CEO Adelaide Fringe
Martin Haese Lord Mayor
Nick Reade
Chief Executive BankSA
“Na budni towilla yerta- Greetings to spirit of place” Karl ‘Winda’ Telfer, Senior Kaurna Custodian of Ceremony
Adelaide Fringe acknowledges the traditional custodians, the Kaurna people, whose ancestral lands we gather on. Adelaide Fringe also respects the Kaurna people’s ongoing spiritual and cultural connection to country.
RECORDS BROKEN IN 2017 658,360
$16.2
2.5
Million
Million
TICKETS SOLD
BOX OFFICE
ATTENDANCE
$81.4
$24.3
Million
Million
ECONOMIC IMPACT
TOURIST SPEND
FAST FACT
5250 ARTISTS
In 2017, Adelaide Fringe sold enough tickets to fill every seat in Adelaide Oval 13 times over!
OUR AUDIENCE EVERYONE
LOVES
Audience by Age
Under 18 7.5% 18-27 15.5% 28-37 21.5% 38-47 20.1%
THE FRINGE
48-57 19.9%
Combined household income
Audience by Profession
58+ 15.5% Employed full-time 53.5% Employed part-time 25.0% Retired 9.3% Student 6.9% Home duties 3.5% Unemployed 1.8%
More than $100,000 40.2% $75,000-$100,000 22.1% $50,000-$75,000 19.2% $25,000-$50,000 11.9% Less than $25,000 6.6%
“This year’s success belongs to all who embrace what the Adelaide Fringe is about and have helped us to achieve this magical result.” David Minear, Chairman Adelaide Fringe
OUR GROWTH
In the last 6 years, Fringe has doubled its impact on the state FRINGE TICKET SALES BY YEAR
FRINGE ATTENDANCE BY YEAR
Ticket Sales
Attendance (ticketed and free events) 2,500,000
600,000
2011 2012 2013 2014 2015 2016 2017
TOTAL EXPENDITURE RELATED TO FRINGE
Gross Economic Expenditure $80,000,000
2,260,000
2,100,000
1,913,867
1,800,000
2011 2012 2013 2014 2015 2016 2017
VISITOR SPEND RELATED TO FRINGE New Money to SA
2011 2012 2013 2014 2015 2016 2017
TOTAL EXPENDITURE IN SA
VISITOR EXPENDITURE
associated with Fringe
associated with Fringe
$81.4M
24,300,000
19,600,000
18,000,000
$0
16,600,000
$50,000,000
13,900,000
$10,000,000
12,800,000
81,400,000
77,600,000
68,800,000
66,300,000
64,600,000
48,200,000
40,800,000
2011 2012 2013 2014 2015 2016 2017
$15,000,000
21,700,000
$20,000,000
$40,000,000
$0
0
$25,000,000
$60,000,000
$20,000,000
500,000
1,454,000
658,360
604,000
540,800
447,000
407,153
367,100
0
334,000
200,000
1,000,000
1,590,000
1,500,000
400,000
2,520,000
2,000,000
$24.3M
“Fringe is a time when we all seem to feel happier, more positive, more creative, and spend more money. These are things that are not only good for us as individuals, but also for the South Australian economy. That’s why a key focus of BankSA’s sponsorship is about maximising participation in the Fringe – and the flow on benefits for our city and state.” Nick Reade, BankSA Chief Executive
THIS YEAR... BOX OFFICE
TICKETS
Million
SOLD
$16.2 658,360 This money is returned to artists (minus ticketing fees). A huge injection into the arts!
TOTAL BOX OFFICE $ OVER THE YEARS
Adelaide Fringe has the largest ticket sales of any festival in Australia!
South Australia is responsible for 47% of all arts festival ticket sales in Australia
“The Fringe plays an important role in fostering new and emerging artists, as well as providing a platform for those who are established.� The Hon. Jack Snelling, Minister for the Arts
TOTAL EXPENDITURE IN SA ASSOCIATED WITH THE FRINGE
$81.4M
Full time jobs equivalent
JOB CREATION
“To have another year of record ticket sales just goes to show that our Fringe artists and events continue to offer the quality, diversity and eccentricity it takes to keep the public’s love of our festival well and truly alive.” Heather Croall, Adelaide Fringe Director & Chief Executive
VISITOR RELATED EXPENDITURE
$24.3M
18,655 TOTAL VISITORS Fringe attracted
Each new visitor spent on average
10,352 new visitors to SA
$607
These new visitors spent
$6.91 m in SA
during their stay
65% of visitors had the Adelaide Fringe as their main reason for their visit 2,857 visitors extended their stay in SA due to the Adelaide Fringe
Adelaide Fringe generated
80,853 bed nights
ARTISTS AND VENUES IN 2017
5250
Artists
453
1160
Venues
Shows
More than 350 shows sold 70% or more
of tickets available and more than 150 of these were in smaller venues
Smaller venues accounted for 43%
of total ticket sales. The outdoor hubs (the Garden of Unearthly Delights, Gluttony and Royal Croquet Club) made up 57% of ticket sales
ARTIST FUND RAISED in donations this year to help support Fringe artists
$60,350
Artist Fund grant recipients in this year’s Adelaide Fringe: Emily Steel - 19 Weeks* (Theatre - SA) Rebecca Mayo – Stories In The Dark (Theatre - SA) Anya Anastasia – Rogue Romantic* (Cabaret - SA) Dan Daw – On One Condition* (Dance - former SA) Adriano Cappelletta – This Boy’s In Love (Cabaret - NSW) Melita Rowston – Shit Tourism presents The Giant Worm Show! (Theatre - NSW) Aaron Bradbrook
Adam Seymour and Rural Ranga Elements Collective
– The Working Class (Visual Art - VIC) – Pussy Play Masterclass* (Event - VIC) – M.I.N.D.E.D* (Dance - QLD) *2017 Adelaide Fringe Award Winner
“When we make art accessible – as the Fringe does so well – we improve the quality of life of everyone in our community. At its best, art can inspire us to take action for a fairer world.” David Pearson, Don Dunstan Foundation Executive Director
ADELAIDE FRINGE MARKETPLACE Honey Pot is the creative marketplace of Adelaide Fringe
90 178
Fringe shows booked for touring as a result of 2017 Honey Pot 178 BUYERS participated in the marketplace, including: 59 international 84 national 35 local
“Adelaide’s reputation as a place to do business in the arts during the summer festivals period is growing from strength to strength. Honey Pot is a great contributor.” Peter Louca, Executive Director, Arts South Australia
“I attended the scheme this year in 2017 and found it an excellent opportunity and really rewarding experience to meet new Australian artists and watch many exciting new Australian shows… Since returning to the UK, I’ve remained in touch with various artists and producers that I met in Adelaide, and am actively exploring slots at Soho Theatre for their work to be produced.” David Luff, Theatre Producer, Soho Theatre London
FRINGE ON TOUR 2017 Taking Fringe to the regions Desert Fringe
Mount Gambier
Fringe in Goolwa
Fringe in Whyalla
“Taking the Fringe around South Australia is having a positive impact on the regional centres; it provides a great platform for artists and is a boost for the visitor economy.” Leon Bignell MP, Minister for Tourism (and Fringe comedian)
AMBASSADORS 2017 Helping build our brand around the world
ADRIENNE TRUSCOTT
HUGH SHERIDAN
JIMMY C
“It was a thrill to be the 2017 Artist Ambassador after so many years in that community as an artist. It was particularly exciting to represent this year that Fringe worked so hard to reduce production costs for artists so it can remain a rich home for new and experimental shows!”
“Let’s celebrate the gift of the arts. May the child in all of us be inspired to follow their dreams, hear the roar of the crowd & feel the excitement of the Adelaide Fringe, arguably the most raw, real & vibrant festival in the world. The Adelaide Fringe, famous for unveiling astonishing new artists, bringing international legends together & another great reason for some of us “home grown folk” to come back to show our family, friends & neighbors what you taught us how to do!”
“The month of February is one of my favourite times in Adelaide. Some of my first exhibitions were in the Adelaide Fringe. It’s a great opportunity for artists to be involved. It’s an honour to be asked to take this role in my home city.”
The Adelaide Fringe Ambassador Program is supported by South Australian Tourism Commission “ We are very pleased to be supporting Adelaide Fringe’s Ambassador program. The Ambassadors have helped Adelaide grow its reputation as a great festival destination both nationally and internationally.” Rodney Harrex, Chief Executive, South Australian Tourism Commission
MARKETING MIX 81,000 followers
16,800 followers
55,100 followers
151,000
7% (2016)
73% (2016)
snapchat views
48% (2016)
116,000 email database 7% (2016)
#adlfringe
32,578 POSTS 2.18M website sessions 24% click-through rate (industry standard 23.5%)
12,000 Goosechase
submissions
23,000 Members database
MEDIA OUTCOMES Media value:
$27.2M Advertising space rate
Total media reports:
7,862 Mentions / Results
Circulation:
135.5 M Cumulative audience
“Over four huge weeks, the best entertainers and performers from right across Australia and the world descend on Adelaide.� Martin Haese, Lord Major of Adelaide
ADELAIDE FRINGE MANIFESTO We believe in challenging artists to be brave and audiences to be braver. Be brave with us. We believe that we can inspire audiences to take risks, be inspired and DO IT AGAIN! We believe there is an audience for every artist and we are here to help them connect. We believe in connecting artists, audiences and venues and that they are the crux of our festival and all that we do. We believe the Fringe is a festival that can benefit all venues: permanent & pop-up alike. We believe in the WOW. We believe in pushing creative boundaries. We believe that a festival should transform a place and can transform your mind. We are committed to nurturing cultural diversity, acceptance and continuously educating ourselves – and others. We believe the Adelaide Fringe should be for everyone.
MISSION & GOALS GOAL 1: FULFILLED ARTISTS
GOAL 4: WOW
Attract a diverse range of cutting edge artists who leave the festival fulfilled, happy with the connection they made and audiences they attracted.
Surprise and wow the audience and be the most talked about festival in the world.
GOAL 2: THRIVING VENUES
GOAL 5: FINANCIALLY STABLE
Have as many full houses across our diverse venues throughout SA as possible.
Have a strong and diversified financial base.
GOAL 3: ENGAGED AUDIENCES
GOAL 6: AGILE ORGANISATION
Maximise audience satisfaction and ease of festival program and navigation.
Be a successful, flexible and adaptable business and agile organisation.
A VERY SPECIAL ANNOUNCEMENT
Thanks to $1 million in funding from the State Government, Adelaide Fringe will become the most affordable Fringe festival in Australia for artists to take part in and will, in turn, be more affordable than ever for audiences. This funding will allow us to abolish the inside charge for artists on tickets under $35 and halve the inside charge on tickets over $35 for the 2018 Adelaide Fringe. So what does this all mean? It means that Adelaide Fringe will put more money into the pockets of the amazing artists who make the festival what it is. It means that audiences will see more affordable ticket prices than ever. It means that Adelaide Fringe will be able to continue to attract a diverse and high calibre range of artists.
Photo, Tony Virgo. Artist, Fringe Wives Club (Victoria Falconer, Tessa Waters & Rowena Hutson)
WORLD FRINGE DAY
This year Edinburgh Fringe is turning 70 years old. Their model, of an open access festival, has spawned hundreds of Fringe Festivals around the world. To celebrate, Edinburgh Festival Fringe has created World Fringe Day, to be held annually in July.
“World Fringe Day is an incredible opportunity for fringe organisers, venues, participants and audiences to take part in a truly international celebration of creativity that will transcend national boundaries, demonstrating the power of arts and culture to bring people together” Shona McCarthy, Chief Executive of the Edinburgh Festival Fringe Society In 2016 Adelaide Fringe signed an MOU with Edinburgh Fringe; a historical agreement to work together to explore collaborative opportunities to learn from each other’s event delivery, investigate staff development and exchange information, while increasing and maximising opportunities for artists. The 2017 World Fringe Day celebrations in Adelaide is supported by the British Consulate-General in Melbourne which represents the UK government and provides services to British nationals in South Australia, Tasmania and Victoria.
“We would like to say Happy Birthday to Edinburgh Fringe and thank you for inspiring Adelaide to put on its first Fringe 57 years ago. Adelaide is proud to annually host the second biggest Fringe Festival in the world.” Heather Croall, Director and Chief Executive, Adelaide Fringe
British Consulate-General SA TAS VIC
Arghh! Can’t wait to do it all again!
Photo, Trentino Priori. Artist, Gingzilla
Principal Partner
adelaidefringe.com.au buzz@adelaidefringe.com.au Phone: +61 8 8100 2000 Fax: +61 8 8100 2020