2018 Adelaide Fringe Artist Magazine by Adelaide Fringe

ArtIst Magazine

Artist: Kidaan Zelleke. Photo: Trentino Priori

INTRODUCING OUR PRINCIPAL PARTNER BANKSA

DATES FOR YOUR DIARY 2017 16 AUG

BankSA is proud to be the Principal Partner of Adelaide Fringe. This partnership was formed in 2006 and stands strong today – now that’s a partnership! BankSA helps Adelaide Fringe enhance and share this iconic event with more members of the community by creating initiatives to bring artists and audiences together. One of these initiatives is BankSA Support Act. BankSA also promotes special customer prices to its customers, check out pg 18 for more info. ADELAIDE FRINGE EVENT SPONSORSHIP CONDITION BankSA is the Principal Partner of the Adelaide Fringe. This means registered artists must not actively seek or accept sponsorship from any other financial service provider for their Fringe season. This includes any bank, lender, insurance agencies or broker of any form. Any sponsorship of this nature that conflicts with the Adelaide Fringe’s relationship with BankSA may result in the withdrawal of your event from the Fringe program. Any registered artists that have an existing and ongoing sponsorship with a bank, lender or broker that may conflict with our Principal Partner, shall not display any logos or make any reference to that sponsorship on any marketing materials (whether printed, online, in advertisements or within any other media form) directly related to their Fringe season. These materials should carry the 2018 Adelaide Fringe logo. For clarification about the use of logos or sponsorship conditions contact artists@adelaidefringe.com.au

Artist registrations open. Start your registration and get access to a bunch of information and support. Fringe Guide advertising bookings open

SEP

Interstate info sessions & ‘meet the team’

4 SEP

Artist Fund applications close

9 SEP

Adelaide Fringe 2018 poster launch

13 SEP

Deadline to complete registration for EarlyTIX Round 1

20 SEP

Deadline to complete registration for EarlyTIX Round 2

27 SEP

Deadline to complete registration for EarlyTIX Round 3

4 OCT

Artist registrations close

11 OCT

EarlyTIX Round 1 on sale at midday

20 OCT

Honey Pot nominations close BankSA Support Act Applications close YEP! registrations close Fringe Guide advertising bookings close

25 OCT

EarlyTIX Round 2 on sale at midday

15 NOV

EarlyTIX Round three on sale at midday

6 DEC

BankSA Customer & Fringe Member exclusive pre-sale commences at midday Rundle Mall box office opens

8 DEC

Adelaide Fringe Program Launch with full program on-sale Call centre opens Rundle Mall box office opens

2018 6 JAN

Printed Fringe Guide released

14 FEB

FringeWORKS opens

15 FEB

BankSA Fringe Corner box office opens

16 FEB

Adelaide Fringe Opening Night

Disclaimer & Privacy Policy

Fringe in the Mall showcase stage opens

Information in this publication was correct at the date of publication 28 July 2017. The Artist Resources in AVR are updated as new information comes to hand. To make sure you have the latest information check AVR regularly and/or contact the Artists & Venues team. This document was created by Adelaide Fringe and may not be reproduced without prior permission.

Riverside Box Office opens Fringe Club opens Parade of Light opens 18 MAR

Fringe Awards & Closing Party

WELCOME I’m delighted to welcome you once again to this year’s Artist Magazine!

Our priority is to make the Adelaide Fringe better for artists in each edition of the festival and I hope this magazine is a good place for us to start in the assistance we offer. Whether you’re a Fringe first-timer or a seasoned Fringe performer, this magazine will help you navigate the ins and outs of finding a venue, getting your event registered, marketing and publicising your event and much more. The Artist Magazine also outlines some of the opportunities offered by Adelaide Fringe to help your event to be as successful as possible, as well as how to make the most of your time in Adelaide at the incredible time of year that is the Adelaide Fringe.

Adelaide Fringe Director, Heather Croall. Photo: Trentino Priori

CONTENTS

This year we have had a major breakthrough that will deliver bigger box office settlements than ever before. Thanks to funding from the State Government, Adelaide Fringe will be more affordable than ever before.

Adelaide Fringe

New to Adelaide?

This funding means we can now ZERO the inside fees for artists on tickets advertised $35.00 and under, and set the inside charge on tickets over $35.01 at 4% (less than half of what it used to be!).

Honey Pot

Fringe Club

It means that Adelaide Fringe will put more money into your pockets at the end of your season! There’s a lot more detail on how ticketing and fees work in this information-filled brochure. Be sure to make the most of the services our Fringe team offer you whether it is help with your marketing, how to make the most of the Honey Pot Marketplace or how to select the best ticketing brackets for your show. This year, we are focused on bringing an interstate and international audience to Adelaide for our beloved Fringe and on increasing audiences for all artists at all venues. Our whole team is here to support you throughout your Fringe journey, we’re always just a phone call or email away. We are here to make your dreams become a reality so please call us anytime! I can’t wait to see your inspiring, daring, touching and wondrous work at the 2018 Adelaide Fringe. Heather Croall, Fringe Director & CEO

FringeWORKS 9 Your Team Keep Up To Date

Registration 10 Opportunities 11 Artist Fund Grants Venues

Securing a Venue Access

Ticketing

Fees & Charges Price Types FringeTIX Tips

Budgeting “MARNI NA BUDNI KAURNA YERTA” – GREETINGS TO KAURNA COUNTRY Adelaide Fringe acknowledges and respects the tribal family clan groups who are the Kaurna Nation. The Kaurna people are the ancestral custodians whose sacred lands we gather on in Adelaide – Tarndanyangga. We honour the integrity of our first nations and respect their spirit, their cultures and their place.

Do a Budget Bring in the Bucks

Marketing

Umbrella of Adelaide Fringe Your Marketing Media Social Media

12 13 15 16 17 19 20 21 22 24 26 28

Business 29

ADELAIDE FRINGE

Artist: . Ruben de Waal and Kiki Bittovabitsch. Photo: Trentino Priori

ADELAIDE FRINGE

The largest and most loved open access arts festival in the Southern Hemisphere and second largest Fringe in the world

Spanning 31 balmy summer nights, it’s an unforgettable experience for all who participate. It completely transforms the city into an arts wonderland. Being open-access means that we don’t program or ‘choose’ artists or events, you choose us! Adelaide Fringe presents a fantastic opportunity for artists – anyone can do anything in the Fringe. Whether your event is big and extravagant or quiet and intimate, Adelaide Fringe offers the platform for you to have your work seen. All Adelaide Fringe venues are independently operated – we invite venue operators to register their space and then assist artists to find the right venue for them. Adelaide Fringe does not program any venues itself.

Perth

ADELAIDE

Melbourne

Adelaide Fringe’s Artist & Venue Services team can help you find a suitable venue and give you access to resources and advice to make your season a success. Adelaide Fringe audiences are some of the most adventurous in the world South Australia isn’t called the ‘Festival State’ for nothing. In 2017, over 650,000 tickets were sold to Adelaide Fringe events, showing that audiences are embracing the Fringe more than ever.

Sydney

FUN FACT 95% of artists and presenters in 2017 said they'd consider returning for the 2018 Adelaide Fringe

“It’s Adelaide that makes the Fringe special. I’ve done Fringe's all over the world and nothing compares to this one.” Sam Simmons

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

PLAN AHEAD

16.2 MILLION

If you want to register a Fringe event, the sooner you start planning the better. Think about why you want to present work at Adelaide Fringe and what you want to achieve..

Box Office returned to Artists (minus ticketing fees) 5250 artists 1160 events 453 venues 658,360 tickets sold 2.5 million attendance

ADELAIDE FRINGE

2017 SNAPSHOT

Whatever your reason, Adelaide Fringe has a range of services and opportunities to help you achieve your goals and get the most out of your Adelaide Fringe experience.

WHY FRINGE? Artist & Venue Services Huge support network throughout registrations and during festival with workshops, and development sessions at FringeWORKS. pg 9

Artist Fund Grants Australian Artists only. pg 12

Fringe Club Access to the Fringe Club to dance the nights away and unwind throughout the Fringe. pg 8

Adelaide Fringe Marketplace HONEY POT. pg 7

MORE MONEY IN YOUR POCKET FOR ADELAIDE FRINGE 2018 Thanks to $1 million in funding from the State Government, we have abolished the Artist Inside Charge for tickets advertised under $35.00 and for tickets advertised $35.01 and over, the Artist Inside Charge is just 4% of your Net Ticket Price.

Festival Audience Access to a large audience base. pg 23

Artist Passes For access to the Fringe Club, free entry into selected shows, and special discounts around town. pg 9, 18

“You’re smack bang in the middle of a creative revolution. You’re amongst amazing artists and you get to know who’s out there, who your peeps are” Hot Brown Honey

REASONS FOR PARTICIPATING IN ADELAIDE FRINGE 2017 Participant Survey Results To perform work to new audiences

76%

To extend and develop networks

72%

For fun and enjoyment

70%

To attract opportunities for future touring and presentation of work

62%

To lift media profile

57%

To make money

32%

Other

11%

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

NEW TO ADELAIDE?

What you need to know if you're travelling to Adelaide Fringe...

Lonely Planet recently listed Adelaide as one of the must-see cities of the world. Adelaide is a city that truly embraces the arts, they don’t call us the Festival State for nothing! During February and March, Adelaide springs into action. Thousands of artists from Adelaide, across Australia and the world descend on the city and surrounds, lighting it up with their energy for 31 magical days and nights of Adelaide Fringe. The Scotsman have described us as “...a trip to the Edinburgh festival where brollies and waterproofs can be gleefully discarded in favour of sunscreen and shortsleeves.”

GOOD TO KNOW

•• We have a dedicated Artist and Venue Team who are here to help you every step of the way, on phone, email and skype

•• Not sure about Visas? No worries! Our

Visa Coordinator is on board to assist you

•• FringeWORKS in the Fringe Club is open

every day. This is your home away from home for all your admin needs, info and networking sessions, a place to chill out and recharge, plus Artist support and FringeTIX staff are there if you need them

•• Free artist BBQs every Wednesday •• With our amazing beaches and the

DON’T FORGET

•• Your passport, ID and any travel documentation you need

•• Bathers, togs, swim suits, bikini -

whatever you call it… bring it. We weren’t lying about our beaches

•• Comfy shoes! Shoes that can take

you from a day of flyering, to your venue and finally to the dancefloor of the Fringe Club

•• Sunscreen, a hat and a jacket! Adelaide

"The [Adelaide] Fringe happens right in the middle of summer and Adelaide’s ‘festival season’ which creates the perfect atmosphere among the locals. You know how Edinburgh is cold and rainy? Adelaide is warm and sunny every day soooo… You know. If you want to continue making a name for yourself in the fringe community then Adelaide is an absolute must." Zach Zucker, Zach and Viggo: Thunderflop Winner Best Comedy, 2017 Adelaide Fringe Weekly Award

summers are typically hot and dry but can suddenly turn to cold – you can expect temperatures at Fringe-time between 25–35 degrees daily

beautiful Adelaide Hills, on a day off they are the perfect place to recharge

•• Adelaide Fringe will be more affordable

than ever before. We now have ZERO inside fees for artists on tickets advertised $35.00 and under, and have set the inside charge on tickets over $35.01 at 4%. It means more money into your pockets at the end of your season

•• Accommodation can be a battle as there

is so much happening in Adelaide during Fringe time - so get booking now! Speak to the Artist and Venue team about the best places to approach

Almonta Beach, Coffin Bay National Park Photo: Rob Blackburn ©SATC

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

Adelaide Fringe's Marketplace HONEY POT

Is your show ready for that next step? That regional, national or international tour, that commission, that residency? Are you seeking to network with a bunch of new people, gain some industry knowledge, professionally develop and perhaps even be discovered in the process? If you’ve answered yes, yes, yes and yes, Honey Pot could be the arts market you’ve been waiting for.

HONEY POT ALUMNI

Held throughout Adelaide Fringe 2018, Honey Pot enables artists to showcase their work in its entirety in front of industry professionals. Presenters from all over the world attend the market at any time, receive tailor-made itineraries of shows to see and networking events to join, and effectively choose their own Adelaide Fringe adventure.

TERROR AUSTRALIS – LEAH SHELTON (QLD) Premiered at Adelaide Fringe 2016

All part of the Honey Pot program, audiences everywhere have since engaged with the following works (to name just a few):

For countless companies, independent artists and producers, this boutique market has kick-started that first, career-changing conversation with a presenter who is on the hunt for the next big thing, or the act that is needed to enrich their future program.

Outcomes include:

Honey Pot 2017:

Brisbane Powerhouse, QLD

•• 178 presenters (59 international) •• 550 Honey Pot registered events •• 8 fruitful networking sessions •• 1828 complimentary tickets to shows processed

(on average, presenters saw at least 10 shows each).

As at July 2017, 95 tours, commissions and future presentations have already been confirmed from Adelaide Fringe 2017. So, if your work is tour-ready, nominate to be part of the Honey Pot program in AVR Opportunities. Read more about our Honey Pot program at adelaidefringe.com.au/honey-pot

"Honey Pot is great at connecting you with the right people... It's a unique opportunity for aspiring artists to gain industry access at the next level." Triton Tunis-Mitchell, Gravity & Other Myths

Brighton Fringe, UK Accomplice, Darwin Fringe, NT Cairns Centre of Contemporary Arts, QLD Melbourne Fringe, VIC Provocáre: Festival of the Arts, Chapel Street Melbourne, VIC HOT BROWN HONEY (QLD/NSW) Performed at Adelaide Fringe 2014, 2015, 2016 Outcomes include: Tiger Dublin Fringe, Ireland UK Assembly, Edinburgh Festival Fringe, UK Red Hot Arts NT Melbourne International Comedy Festival, VIC Brisbane Festival, QLD Sydney Opera House, NSW Darebin Arts, VIC

A SIMPLE SPACE – GRAVITY & OTHER MYTHS (SA) Premiered at Adelaide Fringe 2013 Outcomes include: Sydney Festival, NSW Fairfax Festival - Swan Hill Performing Arts Centre, VIC Hoopla Festival, NSW DreamBIG Children’s Festival, SA Seoul Street Arts Festival, KOR Harare International Arts Festival, ZWE Recklinghausen Fringe, DEU Spoleto Festival, South Carolina USA Udderbelly Festival, Southbank London UK KNEE DEEP – CASUS (QLD) Performed at Adelaide Fringe 2012 Outcomes include: Judith Wright Centre of Contemporary Arts, QLD Woodford Folk Festival, QLD Konzertdirektion Landgraf, DEU Seoul Street Arts Festival, KOR

Artist: Leah Shelton. Photo: Anthony Rex adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

FRINGE CLUB

Artist: Gingzilla. Photo: Trentino Priori

FRINGE CLUB This is your place to party

Rymill Park/Murlawirrapurka 16 February – 18 March The place to grab a beer and a bite to eat. With artist discounts on food and drinks, it’s where you meet fellow artists and industry guests from Australia and around the world. Let your hair down and relax, dance off that post show energy, and cheer on your peers as they perform nightly. Made exclusively for artists, by artists, this is where you want to be.

Whether you’re looking to dance to late night DJs or grab a late night bite, we’ve got you covered. Located in the eastern parklands, be sure to put it on your map because anything and everything will happen at the Fringe Club! However you choose to spend your time in the Fringe Club, take time to meet new people and chat to other artists, you never know who you will bump into.

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

FRINGEWORKS Your home away from home

Located at the Fringe Club, Rymill Park/Murlawirrapurka 14 February – 18 March Open every day of the Fringe. (Formerly the Artist Tent) See FringeWORKS as your all in one office, meeting space, rehearsal area and home away from home. There’s plenty of room for everything from circus training to an afternoon nap.

KEEP UP TO DATE ARTIST & VENUE BULLETINS

Use the free computers and WiFi, plug in your laptop and access printing and photocopying services - not to mention handy stationary items like a guillotine and staplers to help with all your postering and flyering efforts. To help you get the best out of Fringe, Artist & Venue Services put together a smashing timetable of events to warm your heart and sooth the soul, including info sessions, forums and workshops throughout the Fringe:

“[…] use the Artists support team at the fringe hub! They are absolutely amazing and it is, without a doubt, the best face-to-face artist resource any festival has ever offered me. They seem to know the answer to EVERYTHING. And are just blooming lovely to boot.” Rowena Hutson 2017 Adelaide Fringe Artist

•• Face to face support from your Artist & Venue Services, FringeTIX and Honey Pot teams

•• Collection point for your 2018 Fringe

credentials and on-the-ground artist support guide

•• Free weekly BBQ’s •• Info sessions, development opportunities, workshops and special forums

•• Meet the Media events •• Marketing & Publicity sessions

YOUR TEAM See the Artist & Venue Services team as your go-to people at Adelaide Fringe. We’re with you every step of the way, from registrations, right through to onthe-ground support at FringeWORKS every day of the Fringe. Utilise us, sling questions at us, we’re here to help. artists@adelaidefringe.com.au +61 8 8100 2022

Jo O'Callaghan

KEEP AN EYE OUT FOR THE FRINGEWORKS GUIDE Whether you're a local, interstate or international artist, look out for our FringeWORKS guide. This includes information on Fringe, details about FringeWORKS events throughout the Fringe, artist discounts around town and general must know information for Adelaide.

Sent regularly throughout the registration process, they contain useful information, deadlines and opportunities. Make sure you’re signed up in AVR. FRINGEWORKS SESSIONS

FRINGEWORKS

This is where you will find the Artist & Venue Services team ready to help with information and any queries.

Throughout the registration period, we’ll be holding a number of information sessions in Adelaide and during our roadshows around Australia. They’re the perfect opportunity to meet the team, learn about Adelaide Fringe specific opportunities, how to market your show, network with other artists and get all the tips on how to make the most of your Adelaide Fringe experience. Stay tuned for dates and venues in a city near you. Interstate or overseas? Don’t worry, selected sessions will be recorded and available through AVR Resources.

Monica Bachmayer

Nadia Rossi

FRINGETIX A FringeTIX team member will be available daily at FringeWORKS to sort all your ticketing needs!

Jason Marsiglia

HONEYPOT Karina Bryce

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

Rebecca Meston

FUN FACT Adelaide Fringe Artist registration fees haven’t changed a single cent for 9 years!

REGISTRATION

EVERYTHING TO KNOW ABOUT REGISTRATION ARTIST & VENUE REGISTRATION

REGISTRATION FEES

Adelaide Fringe’s online Artist & Venue Registration (AVR) platform is where you enter all details of your event, including description, genre, image, venue, dates and prices, as well as register for Adelaide Fringe event opportunities and programs.

$395 Performing Arts and Events of 4 sessions or more

When you register your event, you will be selecting from 12 categories: Cabaret, Children’s Events, Circus & Physical Theatre, Comedy, Dance, Events, Film & Digital, Interactive, Magic, Music, Theatre, Visual Art & Design. This is where your event will be displayed both in the printed guide and on the website. TO START YOUR REGISTRATION:

•• Go to avr.adelaidefringe.com.au •• Follow the prompts to create a user account If you were registered for the previous Adelaide Fringe, you can use your login details to access your user account and reset your password if required. Note that previous event information is not saved. You don’t have to finish your application all in one sitting. We understand you might not have all the information ready at the point of registration. Registrations must be complete by Wednesday, 4 Oct 2017.

You’re officially a fringe event once all required information in the registration is complete and registration fees are paid.

$330 Visual Art & Design of 4 sessions or more $210 All event categories up to and including 3 sessions Registration fees are GST free. THIS FEE COVERS: Registration fees themselves cover the cost of your listing in the printed Adelaide Fringe guide, but upon registering you get all of this too:

•• Your event listed in over 320,000 printed Fringe Guides •• Your event listed on adelaidefringe.com.au (over 2 million visitors in 2017)

•• Access to a whole array of opportunities to help sell tickets and create networks

•• Participation in events and programs to promote your work •• Ongoing support and advice including information sessions and access to media lists and other resources

•• Fringe Club access •• Daily FringeWORKS events to hone your skills, warm the heart and soothe the soul

WHEN TO PAY: Registration fees must be received in full by 5pm Wednesday, 4 October 2017. Your event isn’t official until payment is received.

NOT FOR PROFIT Adelaide Fringe is a not-for-profit organisation with a voluntary board. This means we do not operate for profit, personal gain or other benefit of particular people, but seek to work for the good of the greater cause - the Artist. Adelaide Fringe is dedicated to putting more money back into every artist’s pocket and will continue to lobby government to promote, invest in and support the Arts.

Signing up to AVR is free, so what are you waiting for - check it out.

CANCELLATIONS: CANCELLATION DATE

REFUND

Up to 18 Oct 2017

100%

19 Oct - 08 Nov 2017

50%

09 Nov 2017 or later

Nil

WHERE DOES YOUR REGO FEE GO? Adelaide Fringe income generated from your registration fees and program guide advertising covers 20% of the total cost of artist services. The remaining expenditure is covered by government grants and our generous sponsors.

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

Artist: Fringe Wives Club, Glittery Clittery: A ConSENSUAL Party. Photo: Trentino Priori

OPPORTUNITIES FRINGE AWARDS

Unfold Fringe in Rundle Mall stage is located in the city's busiest shopping strip.

Fringe Awards acknowledge outstanding events presented within Adelaide Fringe.

You can present short snippets of your work or ‘spruik’ your event or exhibition to potential new audiences, right near the central FringeTIX box office.

Adelaide Fringe Weekly Awards are judged by a panel of leading industry experts and awarded throughout the Fringe in each art-form.

It's a great chance to flyer right after your spot.

Weekly Award Winners are announced each week in the Fringe Club and emailed to over 100,000 Fringe eNews subscribers.

Opt in for Unfold Fringe in the Mall in AVR Opportunities. YEP!

Weekly Award Winners go in the running for the BankSA Awards, presented to the overall ‘best’ event in each art-form at the Closing Night Awards Ceremony.

YEP! aims to build the next generation of arts enthusiasts and practitioners by engaging young people with events, performances, exhibitions, workshops and backstage tours.

External presenters also present a variety of awards, offering an assortment of prizes including funding for further production, company development, promotion, mentorship and tour opportunities.

YEP! is a tailored booking service for teachers and educators, and a pathway to a creative and imaginative Fringe experience for all young people, from pre-school to 18 years.

To be eligible you need to have at least 3 sessions (except Film and Digital, Music, Visual Art & Design and Events), not have a rotating or variety line-up or have previously won a major genre award at Adelaide Fringe with the event.

By adding a discounted price for students, your event will have greater exposure in our YEP Guide, which is distributed to Schools and youth education providers across South Australia.

Head to AVR for more information and to opt in for Fringe Awards.

OPPORTUNITIES

UNFOLD FRINGE IN RUNDLE MALL

With over 25,000 members, aligning with Fringe Membership can help you get more bums on seats! Fringe Membership engages people of all ages throughout the year, offering exclusive access to discounted FringeTIX to participating shows during Adelaide Fringe. There are many ways for you to engage with Fringe Membership. Add a discounted Fringe Members ticket price to your event, advertise through Fringe Membership or offer a special giveaway to Fringe Members. You might also directly promote yourself to over 900 Fringe-fans at a Fringe Members night. Head to AVR for more information on how Fringe Membership can work for you. Add a Fringe Member Price (see pg 18) More details in AVR Resources.

Opt in for YEP! in AVR Opportunities. Questions? Email yep@adelaidefringe.com.au

More Opportunities over the next page... adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

OPPORTUNITIES

BankSA Support Act is a BankSA funded initiative that supports selected independent and emerging artists to raise their profile at Adelaide Fringe, sell tickets to shows and encourage audiences to discover something new. BankSA subsidises a selection of shows to the public for $10. BankSA then pays the artist the difference between this and the normal ticket price – a great way to generate new audiences. This is all backed up by a dedicated BankSA Support Act marketing campaign. Apply in AVR Opportunities.

OPPORTUNITIES

GOOSECHASE Running at the 2017 Adelaide Fringe then returning for Adelaide Fringe 2018, GooseChase is the app based scavenger hunt sending playing patrons across cities to see and do more Fringe! 1,500 players experienced Adelaide Fringe 2017 in a new way and we are bringing it back for more rounds, with even more prizes. Keep your eyes peeled in AVR for more info on how you or your venue can get involved in GooseChase.

PARADE OF LIGHT Adelaide Fringe will create a spectacular corridor of light in 2018, connecting the city’s eastern parklands to the riverbank precinct. Both sides of North Terrace will be transformed with buildings serving as canvases for an array of magnificent light projections, including the luminous outdoor light show, Aurora Borealis, aka the Northern Lights – known as one of the most extraordinary natural sights in the world. This cultural boulevard will be bustling with activity and provide artists a public space to interact with audiences across all 31 nights of Adelaide Fringe.

ARTIST FUND GRANTS - FOR AUSTRALIAN ARTISTS

Adelaide Fringe aims to award over $40,000 in grants to Australian artists that aspire to present ambitious new work in Adelaide Fringe 2018. The Adelaide Fringe Artist Fund provides financial assistance to Australian artists registering their work in the Adelaide Fringe and relies on the generous donations from the general public throughout the year. Established to assist with the challenges of presenting new work at Adelaide Fringe, applications are encouraged in all art-forms. Proposals which are ambitious in delivering new contemporary art for a wide range of audiences will be looked upon favourably. Grants up to $10,000 per project are available. WHO CAN APPLY? Australian citizens or Australian permanent residents 2017 Recipient: Melita Rowston's Shit Tourism Presents the Giant Worm Show!

APPLICATIONS CLOSE 5pm, 4 September 2017 Successful grant recipients will be notified by 18 September 2017 HEAD TO adelaidefringe.com.au/adelaide-fringe-artist-fund

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

FRINGE TIP Venues don’t need to be on the venues list for you to use them. You can use any venue you like - be proactive and think creatively!

SECURING A VENUE

Securing the right venue for your show, exhibition or event is one of the most important decisions you will make

THE ESSENTIALS

Once you have your list of potential venues, consider:

•• Capacity – does it meet your needs, is it too big, too small or

just right? If this is your first time to Fringe be realistic in your expectations. A larger venue usually means a larger cost.

•• Location and audience – is it near other Fringe activity, close to transport, does the venue have an existing audience that suits your event?

•• How is the venue planning to market and publicise Fringe events

at the venue? Will their plans be enough to help get the word out about your event?

•• What technical facilities does the venue offer? Is this included in the hire or is it an extra charge?

If you already have a venue lined up you are well on your way to finalising your registration. If the venue you have chosen is already registered in the AVR site you will be able to select it during the registration process. Still looking for the right venue? We're here to help.

•• Is the venue licensed? Is it important that audiences can grab a drink pre or post show?

•• Can you hold an exhibition opening? •• What other events are happening or planned at the venue? •• What staffing (box office / front of house / bar) can the venue provide and at what costs?

VENUE FINDER

•• Venue accessibility (see pg 15 for details) •• Cost – what is your budget to spend on a venue? •• Does your venue have enough toilets for your audience?

These venues are interested in having Fringe events at their venue and want to hear from you. You can view the venue’s details and information, and if you like what you see, get in touch and start negotiating.

Consider your options carefully, some factors will be more important to you than others and should steer your decision.

VENUE ASSISTANCE

VENUE SPACE TYPES IN 2017

Access local knowledge and know-how from the team. We can guide you through finding a space from the quirkiest of locations to fully equipped theatres. Email artists@adelaidefringe.com.au If you're considering setting up and operating your own venue or using a vacant space, contact us to find out what you'll need to know. LOOKING TO ATTRACT NEW AUDIENCES? Whether you're looking for a venue for your entire event or simply adding an extra show outside of your run in Adelaide’s CBD, consider performing or exhibiting a little further afield. We have Councils in outer metropolitan and regional areas that are very supportive in encouraging creativity within their communities during Adelaide Fringe. Keep an eye out in AVR Resources.

VENUES

The Venue Finder is available through the Adelaide Fringe AVR site. You can search by venue type, location, capacity and access all the information you need to assist with finding the perfect match.

Theatre / Concert

11.6%

Temporary Venue (indoor)

6.8%

Studio / Gallery

9.4%

School / University

2.6%

Pub / Bar / Hotel / Winery

23%

Outdoor / Street / Park Other Office / Retail Multi-Purpose Arts Venue

9% 10.5% 1.3% 12.9%

Government

1.3%

Community / Cultural / Sporting

7.4%

Cinema

0.4%

Cafe / Restaurant

3.7%

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE Venues charge a fixed flat rental and the artist keeps 100% of the box office or exhibition sales. This is the most straightforward arrangement. It means the artist takes on all the financial risk. BOX OFFICE SPLIT The artist and venue split the box office takings. The percentage split will vary depending on the individual agreement. A common share is 70â&#x20AC;&#x201C;80% (artist), 20â&#x20AC;&#x201C;30% (venue). Ensure that the split is after FringeTIX fees have been taken out. STRAIGHT HIRE / BOX OFFICE SPLIT Venues charge a cheaper rental fee plus a share of the box office (e.g. Flat fee plus 10% of box office). Ensure that the split is after FringeTIX fees have been taken out. BOX OFFICE SPLIT WITH GUARANTEE The venue will take percentage of net ticket sales provided they are over the guaranteed amount. If not, you will need to pay the guaranteed amount as a straight hire fee. Check your agreement carefully. NO VENUE HIRE The venue is offered at no charge. However, there may be charges for staff, technical equipment etc. This is a popular option with events that bring in other revenue for the venue such as food and beverage sales.

VENUES

FRINGE TIP Artist: Thomas Readett Visual Arts. Photo: Krisztian Portscher

Make sure you ask venues what the hire fee covers in writing. A lower fee may mean that more work is your responsibility (marketing, providing box office, technical staff), a higher fee should bring more benefits and support.

VISUAL ART AND DESIGN Look for a venue that suits your work practically, aesthetically and conceptually, with adequate visibility and visitation. CAFES / RESTAURANTS / PUBS

OUTDOORS, PUBLIC SPACES & FOYERS

GALLERIES

Benefits include: good visitation, possible window frontage and a ready-made audience to view your work. Drawbacks can be: limited space, non-negotiable and pre-existing hanging points and your work is exposed. Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening.

The main benefit is the direct access to the public, the drawback is exposure to the elements and the lack of security. If your work is suited to an outdoor space you will need to get the appropriate approvals from the council. Other venues may include empty buildings, shop fronts and public institutions. Contact us for assistance.

Many established galleries are programmed up to 12 months in advance. If your work is suited to a gallery it is advised that you contact them as soon as possible. It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously.

We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue. All financial and contractual details are directly between you and the venue, not Adelaide Fringe.

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

GET IT IN WRITING Make sure that everything you have negotiated with your venue is included in this document. Ensure you understand your financial commitments as well as performance and exhibition commitments – if you are unclear about anything get in touch with us. Cover the basics:

•• Booking details

(session dates, time, bump in/out)

•• Clear installation and removal dates (Art & Design)

•• Hire fees

(straight hire, commission sales etc.)

•• Technical requirements

•• Supply and use of venue equipment (chairs, tables etc.)

•• Venue set up each night (who is responsible)

•• Venue pack down and cleaning (who is responsible)

•• Storage of props and/or artwork •• Box office and sales (who and how) •• Venue staffing •• Licensing fees (APRA/AMCOS/PPCA) •• Cancellation policy for both the artist and venue

•• Additional fees not included in

•• Payment details and conditions •• Insurance •• Cost – what is your budget to spend on a venue?

Consider your options carefully, some factors will be more important to you than others and should steer your decision.

SAMPLE CONTRACTS The Arts Law Centre (artslaw.com.au) has sample contracts or you can download an example contract from the resources section in AVR.

venue hire

(who is responsible)

ACCESS IS YOUR VENUE WHEELCHAIR ACCESSIBLE? Make sure you ask your venue if they are wheelchair accessible. If not, will this impact your audience? Is there an accessible toilet? Is there accessible parking close to the venue? Be sure to take this into consideration when choosing a venue as it can impact on your audience’s experience.

A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids. The hearing loop provides a magnetic, wireless signal that is picked up by the hearing aid when it is set to ‘T’ (Telecoil) setting. This can be very helpful to the hearing impaired community. WHAT IS OPEN CAPTIONING? Similar to television subtitles, Open Captioning is a system where spoken words are displayed on a screen, on or next to the stage. Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art.

Auslan is the sign language of the Australian deaf community. Many artists will engage an Auslan interpreter for at least one of their shows within a performance season. It’s an excellent way to access a broad audience and can be great for both the artist and the audience. Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate. During an Auslan interpreted performance, an interpreter stands on or at the side of the stage, clearly visible to the audience, and interprets the spoken word, songs, and sound effects for deaf patrons who use Auslan. You will need to think about how your performance is staged, where you have space for the interpreter and dedicated lighting for them to be seen during your performance. If your show has audio visual content, you may need to open caption this along with the Auslan, as Auslan interpreters cannot interpret audio visual content. The cost of the interpreter is paid for by the artist or event producer. Adelaide Fringe does not cover this cost, but we can definitely spread the word about your Auslan event on our website and in our printed program.

SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS? Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders. For live events, Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system. The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description. You may also need to consider how the audio description is delivered to the blind or vision impaired audience. For videos and films, description is scripted and recorded, then edited into the soundtrack alongside dialogue, music and visual effects.

VENUES

DOES YOUR VENUE HAVE A HEARING LOOP?

SHOULD I HAVE MY EVENT AUSLAN INTERPRETED?

We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists, and discovering key set elements, props, costumes and tactile analogues to enhance the audio description experience.

For more information about Auslan, Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2arts.org.au Telephone +61 8 8463 1689, or email hello@access2arts.org.au

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

TICKETING WHAT IS FRINGETIX?

FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs.

LOWDOWN ON FEES & CHARGES

FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events. The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringe.com.au

ARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government, we have abolished the Artist Inside Charge for tickets advertised under $35.00 and for tickets advertised $35.01 and over, the Artist Inside Charge is just 4% of your Net Ticket Price.

FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration. This means that you cannot sell any tickets to your Fringe event through any other ticketing agency.

WE'RE HERE FOR YOU Want to run a promo code promotion? Print papering comps to hand out on the street? Need help accessing your sales reports or deciphering who is attending from the Media? The FringeTIX team is here to help.

TICKETING

ticketing@adelaidefringe.com.au +61 8 8100 2012

Artist Inside Charges are GST exempt. ADVERTISED TICKET PRICE

ARTIST INSIDE CHARGE

Less than $35.00

$0.00

$35.01 and above

4% of Net Ticket Price

COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $0.30 per ticket. This amount is charged at settlement. There is no limit to the amount of complimentary tickets you can pull. Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp, Honey Pot Comp, Fringe Membership Giveaways and Companion Card) will not incur a $0.30 fee per ticket issued.

WHAT DO CUSTOMERS PAY? CUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl. GST), payable by the customer at the point of sale. This customer booking fee is included in the advertised price.

Ella Huisman

NB. For 2018, credit card fees have been absorbed into the Customer Booking Fee, so are no longer charged to customers at checkout or artists at settlement.

WEB TRANSACTION FEE All online transactions will attract a $1.50 Web Transaction Fee (incl. GST). This fee can be avoided by customers if they are buying at the Box Office or over the phone.

Amanda Hillgrove

WHERE CAN CUSTOMERS BUY TICKETS? ONLINE adelaidefringe.com.au BY PHONE 1300 621 255 from 8 Dec 2017 AT THE BOX OFFICE Rundle Mall from 6 Dec 2017 BankSA Fringe Corner (Cnr East Tce & Rundle Rd) from 15 Feb 2018 Riverside (Memorial Drive, Pinky Flat) from 16 Feb 2018

WHAT DO YOU PAY?

BREAKING IT DOWN When setting up prices in AVR, you must enter the advertised ticket price. Your net ticket price, minus booking fees and any inside charges, is automatically calculated and clearly visible. ADVERTISED TICKET PRICE

LESS CUSTOMER BOOKING FEE

LESS ARTIST INSIDE CHARGE

NET TO ARTIST

$15.00

– $3.00

– $0.00

$12.00

$20.00

– $3.00

– $0.00

$17.00

$40.00

– $3.00

– $1.48

$35.52

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

PRICE TYPES

You can choose from a variety of different price types. Consider what options apply best to your event and remember, less is more.

PREVIEW

COMPANION CARD

Discounted tickets for any sessions prior to the official opening of your season. Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance. Please note; media complimentary tickets will not be issued by Fringe to any preview sessions.

CHEAP TUESDAY

FULL PRICE

Offer a discount to get more bums on seats at your Tuesday performances. Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance.

If you are only offering one price for all your tickets for that session, choose to add the Full Price type. It should be the only price type you add.

Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion. It is a condition that all Adelaide Fringe events offer Companion Card tickets. This ticket type is automatically added in the AVR site. For more information on the scheme please visit sa.companioncard.asn.au

CHILD

MEAL & SHOW

Priced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner, Senior, Student, Unemployed).

Donâ&#x20AC;&#x2122;t forget to add a childrenâ&#x20AC;&#x2122;s price if your show is suitable for a child under 12 who will occupy their own seat. Children 2 years and under are free, seated on their parents lap.

The nominated ticket price should cover the performance and catering. You will need to contact artists@adelaidefringe.com.au to add this price type in AVR.

FAMILY

GROUP 6+

If your show is family friendly, add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate. Must be entered as a whole dollar price. Enter into AVR 1 price for 4 tickets.

A discount for groups booking more than 6 tickets in one transaction, set lower than a normal Full Price ticket. Enter into AVR the per person discounted ticket price.

TICKETING

CONCESSION

REACH NEW AUDIENCES Offer a discount for Fringe Members and/or BankSA customers. More information on pg 18.

When setting up prices in AVR, you will be able to clearly see what you will net after all fees. Ensure you budget on your net amount, not the advertised ticket price. All applicable charges will be deducted by Adelaide Fringe at the time of settlement. adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE!

FRINGE MEMBER PRICE

BANKSA CUSTOMER PRICE

With over 25,000 Fringe Members (and counting), Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season! This will also generate word of mouth with a dedicated audience of Arts lovers, particularly in the early season. You have the option to offer all Fringe Members the chance to buy tickets to your show at 25% off your Full Price. This is capped at 25% of your season capacity, unless you choose to increase by contacting FringeTIX. The offer is limited to two tickets per event, per customer.

With over 450,000 customers, BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth, especially early in your season. You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25% off your Full Price. This is capped at 25% of your season, unless you choose to increase by contacting FringeTIX. The offer is limited to two tickets per event, per customer.

PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS

WHO WANTS EMPTY CHAIRS?

Consider offering discounted prices to some of our biggest Fringe fans

HALFTIX For last minute “bums on seats”, consider offering a limited number of seats on sale at half price. Available for purchase between 12pm–3pm from all FringeTIX sales channels on the day of the performance only. To ensure the price is half of the advertised price, Adelaide Fringe will also halve the customer booking fee. Once you are on the ground, you can manage your own HalfTIX through the ManageMyTIX portal.

ARTIST PASS FREE

FRINGE STAFF PASS FREE

Support your peers! Make sure to check ‘Artist Pass Free’ in AVR to allow free entry for fellow registered Fringe artists to check out your work. Don’t worry, it’s subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass.

Similar to Artist Pass Free, offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event. Word of mouth is a powerful tool, especially amongst those who live and breathe Fringe. Subject to capacity once paying patrons have entered, valid upon presentation of a staff or volunteer pass.

WANT TO DO A SPECIAL TICKET OFFER? No problem! Call the FringeTIX team on +61 8 8100 2012 or email ticketing@adelaidefringe.com.au and speak to one of our lovely staff who can set this up for you. We’ll do our best to have the offer up and running for you within 12 hours.

Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX. PASS DISCOUNTS Alternatively, you may consider offering discounted tickets to Artist and/or Staff pass holders. Discounted tickets are only available to purchase inperson from a Fringe box office or at the Artist tent with a relevant pass.

TICKETING

Questions? Email ticketing@adelaidefringe.com.au or call the FringeTIX team on +61 8 8100 2012.

Offer pass holders free entry once paying patrons have entered

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

Photo: Kevin Godfrey

FRINGETIX TIPS PRICING

•• Don’t Cut Yourself Short. $34.72 Full

Price (advertised) and $29.08 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe.

•• Keep your pricing consistent across

your season and round up to the nearest dollar. It looks neater in the guide and is easier for customers to understand.

•• All marketing materials you produce

(posters, flyers, social media, advertisements) need to state the advertised ticket price and should include the words ‘includes customer booking fee’ or ‘Incl. BF’.

•• Make sure to include the Adelaide

Fringe/FringeTIX logo which contains the correct booking information. Logos will be available to download from October in the AVR.

AUDIENCES

•• Know your market. In 2017, over 80% of our customers buy tickets online.

•• Show warnings are not just for fun.

Please tell us if any exist. It makes everyone’s lives so much easier if we have this information up front and patrons know what they are getting themselves into. Be sure to rate your show realistically to avoid having punters offside with your event.

MAKING CHANGES TO YOUR EVENT

•• Don’t forget to tell us! FringeTIX are the

middle men and women between you and your audience! If they need to know something, we need to know it first. Cancelling? Running late? Need punters to bring along a prop? Email or call us and we will inform the masses, pronto.

•• We’re here to help - from making

REPORTS AND SETTLEMENTS

•• Once tickets go on sale on 6 Dec 2017,

you will be provided with your login details to access your sales reports, door lists and customer opt in reports.

•• Settlement of your sales through

FringeTIX will be paid within 15 working days after your last session. You will receive (via email) a summary of your total ticket sales, minus applicable charges. Money will be deposited straight into the bank account you entered during the registration process, so make sure we have the correct bank details.

changes to your event once tickets are on sale to answering questions about sales reports, holds and general ticketing queries.

MANAGE MY TIX

BE BOX OFFICE READY Tickets, in most cases, come off sale to FringeTIX 60 mins prior to your event starting. Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you. If you’re looking after this area, here are some simple tips on how to run door sales at your venue:

Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season. It’s always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street. Ask a local café, gym, or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite. You should never offer free tickets to people who a) you don’t think will like your show, b) won’t actually turn up and c) would otherwise buy a ticket. Adelaide Fringe does not limit the number of complimentary tickets you can pull. Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing comps@adelaidefringe.com.au

HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAM? EMAIL ticketing@adelaidefringe.com.au CALL +61 8 8100 2012. We are on the phones daily from 8am – midnight every day of the Fringe and during normal office hours in the lead up. VISIT We are at FringeWORKS daily from 10am – 8pm to talk you through anything ticketing related. Or just to have a chin wag - we love a chat!

•• Work with your venue on who is running your door sales.

Do you need to supply someone nightly or does the venue help with that?

•• Post conditions of sale clearly at your box office,

including your policy on refunds and exchanges. If giving a refund, take the ticket back from the customer.

•• Download your Customer Door List and have it ready to

•• Set a process for verifying and documenting concession

•• Create simple, numbered tickets in advance and print in bulk. •• Ticket design should include:

•• Keep a record of any seats given away as complimentary

tick customers off.

Name of your show, venue name, date and time of performance, and leave a section blank to write in the ticket type and price.

•• Lots of venues are also run off the simple, but effective raffle ticket. Or get creative using something like a deck of cards!

TICKETING

ManageMyTIX is your one stop shop to manage tickets for your event! Process your own complimentary tickets, check sales via the reporting suite and edit your own HalfTIX. Once your event is on sale, we will provide you with your login details to this little website of ticketing magic.

PAPERING

statuses and sales (eg. over 60s, students, unemployed). tickets, including media review tickets, if applicable.

•• Have your front of house staff retain tickets. Take a head

count before the performance for fire and safety purposes.

•• Track your customer base by asking your audience for contact details. Get permission before adding anyone to a mailing list.

•• Keep a daily door sales tally. You are required to send this to Adelaide Fringe post-festival

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

FRINGE TIP

DO A BUDGET

It’s important to consider every possible outlay to budget effectively, while also exploring all your potential revenue streams.

TICKET SALES & INCOME PROJECTIONS

Check out the sample budget here to get an idea of possible costs you’ll need to factor in.

Figures show an average of 40% of available tickets to all shows are pre-sold through FringeTIX.

EXPENDITURE:

WAGES

MARKETING

Administration

Photos/Video

Marketing

Invitations

Producer

Mailouts

Director

Graphic Design

Designer

Posters

Writer

Flyers

Box Office/Front of House

Distribution

Publicist

Print Advertising

Performers Fees

Radio Advertising

Production Staff

Programs

Stage Manager

Fringe Guide Advertising

Workcover

Miscellaneous

Marketing TOTAL

Other

Wages TOTAL

YOUR TICKET PRICE

ADMINISTRATION

Public Liability Insurance

Catering

Equipment Insurance

Transport

Phone/Fax

Lighting

A good start is to identify your event’s point of difference and what you have to offer as an artist or company. Ask yourself why individuals, businesses or organisations should support your project financially.

Photocopying

Venue Hire

Postage

Props

Computer Expenses

Signage

Stationary/Office Supplies

Set

Do some research locally and draw on your existing networks and connections first.

Vehicle Exp. (petrol etc)

Sound

View the 2017 Adelaide Fringe Guide at adelaidefringe.com.au/digital-guide

Think creatively about what you need, how much time you have, and who you can approach in order to diversify your income as much as possible.

Fees and Licences

Cleaning

Your ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work. This is no easy task - look through past Fringe Guides to see what other shows and events are charging, ask around and do your research.

OTHER INCOME

Equipment Hire

APRA Fees

Other

Costumes

Production TOTAL

Travel Accommodation

Expenditure Sub TOTAL

Other

Production TOTAL

Keep in mind that while some shows sell out, others may struggle to sell 20 tickets to their entire season. Don’t set your projections too high for what your sales might be to make your budget look good. If you are new to Adelaide Fringe, be conservative.

Registration Fee

PRODUCTION

BUDGETING

Make sure you come out on top. Your expenditure should not exceed your income, unless you're willing to invest in it financially. You shouldn't budget more than 60% of your season capacity.

INCOME:

PLUS 10% cont. TOTAL+

EXPENDITURE TOTAL

Box Office / Sales In Kind Support

TOTAL PROFIT / LOSS:

Sponsorship Cash Funding

INCOME TOTAL

Miscellaneous

MINUS EXPD. TOTAL

PROFIT / LOSS

Income TOTAL 20

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

FRINGE TIP Every budget should include a 5-10% contingency to cover any unforeseen costs or last minute issues.

BRING IN THE BUCKS CROWDFUNDING

SPONSORS & PARTNERSHIPS – START SMALL Does your friend know a winery owner? Does your neighbour’s cousin work for a printing company? Identify the most useful services or items for your project and go to businesses that deal in this. In-kind sponsorship means that you’re given something for free, as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning. Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners. Don’t forget, you’ll need to give something in return. This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening. GRANT & PHILANTHROPY

City and regional councils usually have an arts, culture or community funding program for events to be held in the council area, so get in touch with your local council for information. Don't forget to ask at your local council for marketing and publicity support too. Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information. Check out the websites on this page for more info.

HELPFUL LINKS creativepartnershipsaustralia.org.au business.gov.au/GrantFinder

It’s important to have a slick online campaign that demonstrates what you’re creating and what the money will be used for.

CROWDFUNDING

A big part of crowdfunding is the different ‘rewards’ you offer for people who contribute small or large amounts of money. The more meaningful the exchange you give people the more successful your campaign will be!

kickstarter.com

FUNDRAISING EVENT

arts.act.gov.au

There’s nothing like a good old fashioned quiz night or a raffle to bring in a few bucks!

arts.sa.gov.au

Look for a venue or location you can use in-kind, entertainment by you and your mates, as well as a silent auction or raffle with prizes donated by friendly businesses or groups. Get creative with stalls, BBQs or wine tastings that you can get off the ground for minimal cost.

pozible.com indiegogo.com gofundme.com

GRANTS arts.nsw.gov.au arts.tas.gov.au arts.vic.gov.au arts.qld.gov.au arts.nt.gov.au dca.wa.gov.au australiacouncil.gov.au carclew.com.au countryarts.org.au helpmannacademy.com.au myerfoundation.org.au/grants ianpotterculturaltrust.org.au nextwave.org.au/kickstart

BUDGETING

There are numerous organisations, government funded and otherwise which offer a range of grants that your project may be eligible to apply for.

Websites like Pozible, Kickstarter, GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community.

artshub.com.au/grants/list

See pg 12 for details. Applications close 4 September. adelaidefringe.com.au/ adelaide-fringe-artist-fund

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

UMBRELLA OF ADELAIDE FRINGE Each year the Adelaide Fringe runs an extensive marketing campaign, designed to draw attention to Adelaide Fringe and bring more audiences to the festival. As we are an open-access festival, we can’t market individual shows, exhibitions or events. Instead, we focus on attracting people towards our website, printed guide, social media and other platforms where they can browse the program and buy tickets. Our campaigns encompass a variety of mediums including TV, radio, online, outdoor, print and social media advertising. There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe.

PRINTED ADELAIDE FRINGE GUIDE Over 320,000 copies of the Fringe Guide will be distributed across Adelaide and interstate. This is a major source of information for people wanting to browse events and buy tickets, so make sure your image and 350 character description are spot on.

SOCIAL MEDIA Adelaide Fringe has a substantial and engaged following on social media. Make sure to follow and interact with our accounts: facebook.com/ADLfringe twitter.com/adelaide_fringe instagram.com/ADLfringe #ADLfringe

ADELAIDEFRINGE.COM.AU As each registered Fringe event has its own event page on our website, you have a specific URL that can be shared across all your online marketing efforts. This will direct audiences directly to your event to purchase tickets or find out more. Our website also allows audiences to easily filter the program and search by venue, title, genre, date or even by mood.

Use the #ADLfringe hashtag to get our attention and we’ll retweet if it’s relevant to our audience. We also send out a tweet promoting EVERY event in the Fringe, so be sure to fill in this field in the AVR. SOCIAL MEDIA FOLLOWERS

With more than 2.18 million visitors in 2017 and 80% of all FringeTIX sales going through this site, you’ll want to ensure that adelaidefringe.com.au is included on all of your marketing collateral.

81,000

55,100

16,800

116,000

7% (2016)

73% (2016)

48% (2016)

7% (2016)

2.18M Website Sessions

IMAGE

TOP IMAGE TIPS:

MARKETING

Nothing sells your show more than the image, so invest in some high quality images that can be used across your campaign. Images should have a clear concept to communicate what your event is without the need for words. All event images must be ‘high resolution’ and at least 300dpi. You don’t need a special program to check resolution – you can check it using Microsoft Paint or Get Info on Mac. A quick search on Google will help you with the steps.

•• Your main event image should be clear, bold and stand out.

•• Less is more. Remember, the image size in the printed Adelaide Fringe guide is only approx. 2.5cm x 2.5cm (similar size to a stamp), so don’t over complicate it.

•• Don’t include text in your image. All the

important info, like the title and location will be right next to the picture anyway.

•• Try not to include too many

people in the image. Again, due to the print and display size, it will look unclear and messy.

•• Invest in high quality images that

can be used across your campaign. Artist: Reuben Kaye. Photo: Trentino Priori

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

FUN FACT Adelaide Fringe has the largest ticket sales of any festival in Australia

AUDIENCE PROFILE WHO ARE OUR AUDIENCE?

Artist: Eddy Eighty. Photo: Trentino Priori

In 2017, 70.6% of audiences said they tried a new event they had not seen before. 28% of tickets were purchased prior to Adelaide Fringe's 2017 opening night, with the remaining 72% purchased during the festival. Traditionally, Adelaide audiences buy late and make spontaneous decisions on shows.

FRINGE ADVERTISING

Advertise with Fringe – we have a huge audience already!

AUDIENCE BY AGE (2017) –18

7.5%

18–27

15.5%

28–37

21.5%

37–47

20.1%

48–57

19.9%

58+

15.5%

AUDIENCE EMPLOYMENT (2017) Employed full-time

53.5%

Employed part-time

25%

Retired

9.3%

Student

6.9%

Home duties

3.5%

Unemployed

1.8%

AUDIENCE GROWTH FRINGE ATTENDANCE BY YEAR 1,454,000

2013

1,800,000

2015

2.100,000

2017

2,520,000

FRINGE TICKET SALES BY YEAR 2011

334,000

2013

407,153

2015

540,800

2017

658,360

FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide. Sizes range from Full and Half-pages right through to smaller display sections. FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see. ENEWS BANNERS With a subscriber base of over 100,000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe. SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media. ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists. PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services. adelaidefringe.com.au/advertise-with-us ads@adelaidefringe.com.au

MARKETING

2011

Advertising with Adelaide Fringe is effective in generating interest in your event. Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value.

FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25,000 passionate Fringe goers. Get cut-through with banner advertising in Members dedicated E-News, dedicated social media posts, additional website listings and more!

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

YOUR MARKETING It’s up to you to promote your event

THE BASICS SET A BUDGET

COME UP WITH A PLAN

The best place to start with your marketing plan is to think about who your audience is. When you squint past the spotlight on your opening night, are the chairs going to be filled with families? Young adults? Retirees? Once you have an idea of who your audience is and who you want to attract, it will help you to decide on the marketing opportunities available.

All shows need a marketing budget – the size of your budget should be proportional to the amount of seats you need to fill. You don’t have to break the bank, but even the smallest show will need to have a handful of flyers and a decent press image.

Once you’ve got your guide entry sorted it’s time to come up with a plan for the rest of your marketing. There’s no onesize fits-all solution for marketing, so you’ll have to think about what might work for your production. It’s also a good idea to be diverse and not rely too heavily on one medium over another.

MARKETING

UNDERSTAND YOUR AUDIENCE

Artist: adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022Olivia Porter. Photo: Trentino Priori

FUN FACT Did you know over 80% of Adelaide Fringe customers buy tickets online?

SOME AREAS TO CONSIDER OUTDOOR

FLYERING

DISTRIBUTION

If you have a big production with a lot of seats to fill, large format outdoor might work for you. E.g. buses, billboards, street banners.

Flyering is a tricky skill - it’s not just about giving out paper as fast as you can. It’s about having a real conversation with someone about why they should see your show.

In Adelaide, you need approval to place posters inside or outside private property. Without the approval of the owner, your posters will be removed. Postering on poles and walls is illegal.

ADVERTISING (TV, PRINT AND RADIO)

Try to think of your pitch as the thing that makes someone want to attend, the flyer is just something to remind them of the details.

Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event. You can also ask shop owners if you can put posters in their windows.

Print and radio advertising can be expensive but it’s a great way to reach a lot of people at the same time. Before booking make sure to ask for a ‘media kit’ or ‘rate card’ to check their audience matches the type of people you want to attract. Also ask about a package that includes advertising, promotional on-air and street giveaways as well as interviews. If you can’t afford to buy ads alone you can team up with other artists to share a space. ADVERTISING (ONLINE) Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to. Even $20 can go a long way with Facebook advertising, so it’s worth investigating what could work for you. PRINTED COLLATERAL Posters and flyers are still a great way to make an impact during Adelaide Fringe. It’s very busy on the streets, so make sure to use attention grabbing visuals. Try not to fit too much in, negative space is your friend. But do make sure to include all vital event information like time, dates, venue and the FringeTIX info.

The only time you can flyer in the Fringe Club is during a Fringe Members night. Be sure to keep an eye out in the Artist & Venue bulletins for further information. Flyering locations can be limited. Check in with the Artist and Venues team for the best places to go. If you’ve got people helping you flyer, it’s always best for them to have seen your show. It’s more genuine if they can talk about it from experience.

Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people can’t. They aren’t very expensive and can help you get some great exposure. I.e. Poster Impact, Passing Out and Mad Promo. Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets. These logos are provided freely for your promotional use, however they are subject to copyright and must not be altered in any way. Find the Style Guide in AVR.

OTHER IDEAS

•• Get creative with your advertising. •• Use ticket promotions through media

•• Use ticketing promotional prices like

•• Contact clubs, associations or groups

•• If it suits your event, perform at other

•• Think about the location of your event

•• Do a stunt outdoors, hand out flyers in

outlets.

that have a connection to themes in your show.

and what audience might be near you. Your event may be directly across the road from 1,000 office workers who are looking for something to do or see after work.

•• Is your friend doing a show? Why not

ask them to recocommend your show at the end of theirs

Fringe Membership, BankSA Customer and HalfTIX. registered variety and open mic nights during the Fringe. This can be a great way to tap into new audiences. costume or create a flash-mob.

•• Remember to update your material

If you receive a great review and star ratings from media, go and slap a sticker over your posters and flyers and update your online copy in AVR.

MARKETING

Think about where your posters can be placed to have the most impact and investigate flyering opportunities. Take these things into account when organising how many posters or flyers you need printed.

Don’t be afraid to show your personality and have fun with it. Team up with other artists when you flyer – if someone doesn’t like the sound of your show, maybe they’ll like your friend’s show or vice-versa. It helps you cover more people and give you more options when talking to people.

VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS!

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

MEDIA

Your media kit is the key to your publicity campaign

Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information. Adelaide Fringe accredited media includes a wide range of reviewers, journalists, announcers and arts editors, who all have access to media uploaded by registered Fringe artists. If they are looking for more information about your event, you will want everything to be available at their fingertips.

YOUR MEDIA KIT SHOULD INCLUDE:

•• A one page media release that includes all relevant information for your event (venue, session times, dates, ticket prices etc) as well as your contact details

•• A background sheet with biographies for each artist/performer/ writer/director; information about the company and excerpts from past reviews

•• High resolution 300dpi images. AT LEAST one portrait and one landscape option

MEDIA RESOURCE LIST In November, Adelaide Fringe will publish a list of media contacts across all media platforms for you to use.

MARKETING

(Vimeo is great for this)

MAKING NEWS

HUMAN FACTOR

POWER OF A GREAT PHOTO

Think about your story pitch and how it will stand out and set you apart from countless others. It’s important to know that the media receive hundreds of emails and phone calls a day, and during Fringe this increases to thousands.

When planning or preparing any communication for the media, whether written or verbal, ask yourself the following questions:

A bright, strong, clear image is a powerful tool.

Journalists are looking for stories that are ‘newsworthy’ and will run a mile from stories they consider to be overtly promotional. Perhaps your grandfather was a Fringe performer, your mother was a Fringe performer and now you are too. That’s a story (and a brilliant photo opportunity too).

•• MP3 audio files for a music event •• Links to a show reel or footage of your event

Before pitching a story to the media, it’s important to consider whether the demographic for a particular media outlet will be suitable for your event. For example, FIVEaa radio tends to have an older audience, whereas NOVA 919 will attract a younger audience.

•• How does your story impact other people?

•• Why should they be interested? By keeping these questions in mind, you will be able to stay more focused on what you are trying to achieve. Remember, a journalist’s reason for writing a story will be very different from your reason for wanting a story written.

The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication. A great image will also help you better sell your story when you have an initial conversation with a journalist. As part of your initial story pitch, you should include your current image, but also additional photo options. If your show or event is about wine, you could do a photoshoot at Adelaide’s National Wine Centre of Australia – this would help make the story relevant for an Adelaide audience.

Consider engaging an expert. A publicist has contacts and existing relationships they can leverage, which can help gain media cut-through in a saturated market during Fringe time.

adelaidefringe.com.au | artists@adelaidefringe.com.au | Hotline +61 8 8100 2022

Artist: Sam McMahon, 2017 Fringe Parade Photo: Trentino Priori

WORKING WITH JOURNALISTS

•• Give them a reason – why is your story more newsworthy than somebody else’s?

•• Make it easy for them – have good information and images

TOP 5 PUBLICITY TIPS 1. Get started on your media strategy ASAP 2. Have a professional media release and photo

answer their phone. If they do decide to pick up your story, they’ll need the interview, information and images yesterday.

3. Upload a media kit to the AVR

•• Be accessible – Have a dedicated contact who will ALWAYS

•• Work with their timelines – often you’ll need to set up photo

4. Have the right ‘pitch’ to get a journalist’s attention

•• Be understanding – most media are working within impossible

5. Do your research

opportunities in the morning to make the next day’s paper.

time lines and with increasingly fewer resources. If a photo shoot is taking longer than expected, be gracious rather than complaining, as this is the impression you will leave them with. They may not print exactly what you wanted and occasionally they get their facts wrong, but for the sake of your long term media relationships, if they do get it wrong – don’t complain.