2 0 1 7 I M PA C T R E P O R T
PERTH, WESTERN AUSTRALIA
2 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
Djuki Mala. Photo by Johannes Reinhart
CONTENTS // 3
Contents Welcome
// 04
2017 At A Glance
// 06
What is FRINGE WORLD?
// 08
The World of Fringe
// 10
Audience Profile
// 13
Cultural Visitation Cultural Outcomes
// 23 // 29
Social Outcomes
// 35
Participating Artists
// 43
Partnership Activities
// 55
Media and Marketing Reach Outer Fringe Regional Program Rooftop Movies
// 61 // 67 // 71
Economic Impact
// 75
Report Methodology
// 84
FRINGE WORLD Future
// 87
2017 FRINGE WORLD Awards
// 91
FRINGE WORLD Team
// 94
FRINGE WORLD Partners
// 95
4 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
Welcome! 2017 is a big year in the history
FRINGE WORLD continues to attract
sold across 4,869 individual
of Fringe around the world and a
new as well as returning audiences
performances increased from 56.4%
significant year for the FRINGE WORLD
across all demographics each year.
to 63%,
Festival in Perth.
Over the 2013 to 2017 period it is worth highlighting that numbers in
FRINGE WORLD stimulates
It’s the 70th anniversary of the
the 50+ age brackets increased by
the economy through Festival
original Edinburgh Fringe from which
over 530%.
production expenditure and
all others were born and it’s the 6th
attracting huge numbers of people
anniversary of FRINGE WORLD, now
The Festival now has as many 54-59
into Fringe areas, resulting in
recognised as the third largest Fringe
year olds buying tickets as it does
expenditure at local businesses.
in the world and the largest annual
24-29 year olds, a genuine rarity in
event in WA.
the arts, event and entertainment
In 2017, visitors to FRINGE WORLD
industries and one of the key ways
spent over $60.6 million dollars with
FRINGE WORLD has reported its
that Fringe is developing audiences
a total flow on economic impact
impact across cultural, social and
for the arts across generations.
of $84.3 million, equating to 1,857
economic terrains over the last five
FTE jobs. For every $1 invested by
years using a consistent methodology
Audience, stakeholder and participating
the WA state government, $77 was
that was developed with BOP
artist satisfaction and perception
returned to the local economy.
Consulting UK - a leading international
remained consistently positive across
agency for cultural impact reportage.
more than fifty different survey fields
The value of media reach and
and improved in some areas, compared
coverage across the festival also
to previous years.
grew to over $10 million in 2017,
This has been an important tool to transparently track the growth of
reaching a potential audience of
the Festival and inform its ongoing
Those that have observed the rapid
development.
annual growth of FRINGE WORLD will
close to 54 million.
note that the Festival maintained
FRINGE WORLD continues to
The primary source of evidence
2016 levels of events, venues,
promote Perth to the world,
supporting the findings of this Impact
performances and participating
contributing significantly not only
Report alongside ticketing data are
artists. This was by strategic design
to ‘brand Perth’, but more broadly
comprehensive surveys completed
as 2017 was framed as a necessary
‘brand WA’ as the reputation of the
by public, participants. and local
year of consolidation.
festival continues to grow nationally
businesses.
and internationally. Keeping the number of shows on
More than 7,100 surveys were
sale consistent with 2016 numbers
As the following pages attest,
completed in 2017 including
whilst continuing to grow market was
FRINGE WORLD has been a game-
contributions from more than 6,600
a means to avoid market saturation,
changer for Perth and Western
audience members.
maintain critical mass across key
Australia.
precincts and venue networks and The following pages are filled with
increase the chance for all shows in
It’s an event that will continue to
statistics and infographics derived
the Festival to better perform.
deliver large positive impact across
from this data providing key insights
the areas of urban vitality, civic
and analysis alongside headline
The sales results for the year speak
pride, social cohesion, community
quotes from various media sources
to this. Total box office across the
engagement, economic stimulus and
and participants.
Festival grew from $9.3 million to
the development of the local cultural
$10.2 million and the average capacity
industries and creative ecology.
WELCOME MESSAGE // 5
The Pleasure Garden. Artist: Tessa Waters. Photo by Johannes Reinhart.
FRINGE WORLD FESTIVAL
2017: AT A GLANCE THE PROGRAM
711 147 EVENTS
VENUES
4,869
GENRE SPLIT
INDIVIDUAL PERFORMANCES
42% COMEDY
THE ARTISTS
3,450 ARTISTS
ARTIST ORIGINS
69%
22%
9%
WA
INTERSTATE
INTERNATIONAL
PREMIERE EVENTS
134
WA PREMIERES
58
AUS PREMIERES
86% OF ARTISTS WERE SATISFIED WITH THEIR EXPERIENCE IN 2017.
287
WORLD PREMIERES
96%
OF ARTISTS WOULD RECOMMEND PERTH AS A PLACE TO VISIT.
$60.6 MILLION VISITOR EXPENDITURE
11%
MUSIC & MUSICALS
14%
THEATRE
15%
CABARET
4 2 % CO M E DY · 1 5 % C A B A R E T · 1 4 % T H E AT R E · 1 1 % M U S I C & M U S I C A L S · 6 % C H I L D R E N’S E V E N T S · 4 % F R E E & CO M M U N I T Y · 3 % C I R C U S · 2 % V I S UA L A R T S · 2 % DA N C E & P H Y S I C A L T H E AT R E · 1 % F I L M & M U LT I M E D I A
$84.3 MILLION ECONOMIC IMPACT
AUDIENCE & ATTENDANCE
MEDIA & MARKETING
758,184
$10,028,770
ATTENDANCE AT FREE AND TICKETED EVENTS
WORTH OF MEDIA COVERAGE
359,987 ATTENDANCE AT TICKETED EVENTS
2012
2013
372,431
215,956
151,773
660,093
Attendance from FRINGE WORLD Fairground at Elizabeth Quay.
758,184
989,675
AUDIENCE GROWTH
2014
REACHING AN AUDIENCE OF
53,923,990 81,000+
EMAIL SUBSCRIBERS
2015
2016
2017
$10,218,992 SPENT AT THE BOX OFFICE
63%
$31.52
AVERAGE BUMS ON SEATS
AVERAGE TICKET PRICE
44,000+ FACEBOOK FANS
15,400+
INSTAGRAM FOLLOWERS
1,214,127 TOTAL WEB SESSIONS FROM DEC 8 2016 - FEB 19 2017
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The World of Fringe
“
OAHU FRINGE,
Over the last 70 years, the
HONOLULU.
spark which was ignited in Edinburgh in 1947 has circled the globe and the fringe model has been emulated from Australia to France, Canada to Prague, South Africa to Brighton,
There are over 200 Fringe Festivals happening across the world today.
China to Brazil, and everywhere in between.
They come in all shapes and sizes depending on where they are but
The fringes of the world
regardless of differences in scale
are united by a desire to provide a platform for artists to come and present their work in truly unique environments that are inclusive, inspiring, and often life-affirming.
and context, they all have some
A number of industry networks
things in common.
are in place to support Fringe Festivals around the world
This includes a shared history that
including the Canadian Association
started in 1947 in Scotland when
of Fringe Festivals (CAFF), the World
eight local theatre companies
Festival Network and the World
mounted an alternative program
Fringe Alliance, a select group of
on the edges of the first Edinburgh
nine of the best Fringe Festivals
International Arts Festival.
with FRINGE WORLD, Perth a proud
Fringes are known for
founding member.
innovation, igniting creative genius and supplying the creative food chain with the stars of the future.”
Today Edinburgh Fringe is the largest arts festival and marketplace in the
Through the World Fringe Alliance,
world and its open access spirit has
FRINGE WORLD is able to connect
spawned a huge network of Fringe
Western Australian artists with
Festivals built on a similar ‘give
international and national touring
anyone a go’ democracy.
opportunities.
- Shona McCarthy, Chief Executive Edinburgh Festival Fringe Society. edfringe.com
ESTABLISHED
ESTABLISHED
ESTABLISHED
ESTABLISHED
1947
1960
1974
1997
1
2
3
4
EDINBURGH FRINGE (2016)
ADELAIDE FRINGE (2017)
GRAHAMSTOWN FRINGE (2016)
NEW YORK FRINGE (2016)
3,269 Events
1,160 Events
350 Events
193 Events
294 Venues
453 Venues
50 Venues
16 Venues
50,266 Performances
5,250+ Artists
227,524 Attendees
1,100 Performances
2,475,143 Tickets Sold
650,000+ Tickets Sold
WORLD FRINGE ALLIANCE // 9
AZORES FRINGE, THE AZORES ARCHIPELAGO
FRINGE WORLD,
OFF PORTUGAL.
PERTH. 3RD LARGEST FRINGE IN THE WORLD!
ESTABLISHED
ESTABLISHED
ESTABLISHED
ESTABLISHED
ESTABLISHED
2001
2005
2006
2008
2011
5
6
7
8
9
BRIGHTON FRINGE (2016)
AMSTERDAM FRINGE (2016)
PRAGUE FRINGE (2016)
HOLLYWOOD FRINGE (2016)
FRINGE WORLD (2017)
936 Events
46 Events
52 Events
296 Events
711 Events
175 Venues
40 Venues
270 Performances
50 Venues
147 Venues
7,215 Attendees
1,554 Performances
4,869 Performances
4,500+ Performances 200,000 Tickets Sold
1,453 Artists
3,450 Artists
535,093 Attendees
56,000+ Tickets Sold
359,987 Attendance at Ticketed Events 758,184 Attendees at Free & Ticketed Events
10 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
What is FRINGE WORLD?
“
As Edinburgh Fringe clocks up seventy years, it might be a good year to think about the original impulse – the Fringe, not as a corporate growth
FRINGE WORLD is a summer
FRINGE WORLD is knows for its
celebration held in Perth, Western
transformations of public spaces
Australia during the city’s buzzing
with lots of ‘pop-up’ venues and
summer festival period.
hubs alongside performances being staged in unorthodox and unusual
Since a pilot program in 2011,
spaces throughout the city and
FRINGE WORLD has quickly grown
surrounds.
to become the largest annual event in Western Australia and the third
It’s a very relaxed and welcoming
and management model,
largest Fringe in the world in terms
festival. Audience members are not
but as a reaction, as a
of tickets sold.
expected to ‘frock up’ to attend
creative response to mediocrity, mainstream and exclusiveness.
and this friendly atmosphere has a FRINGE WORLD offers a
history of attracting a wide diversity
smorgasbord of choice for punters
of punters, many of whom don’t
with the variety of different styles
usually engage with the arts.
on offer and due to the wide variety
True Fringe is never about repetition for its own sake. Real Fringe is when you sit on the edges of your own personal mainstream, and then leap away to somewhere even edgier.”
of shows competing for audience,
FRINGE WORLD Festival is produced
ticket prices tend to be low. This
by Artrage Inc, a Not-For-Profit
allows audiences to experiences
cultural organisation and charity
lots of different shows and try out
that has been at the forefront
things they might not normally see.
of enriching and evolving the creative arts and culture of Western
The annual program of events is
Australia since 1983.
all about big variety and offering something for everyone including
The 2017 FRINGE WORLD Festival
comedy, circus, theatre, visual
was held from 20 January to 19
arts, music and musicals, film,
February. The 2018 Festival will
- Paul Levy, Reflections on Fringe
dance and cabaret presented by
be held from 27 January to 25
from FringeReview founder Paul
Western Australian artists alongside
February.
Levy, FringeReview.com. June 2017
performers from all over the world.
WHAT IS FRINGE WORLD? // 11
OPEN ACCESS FRINGE WORLD is open access. Any one can participate. Individuals, companies and venues choose to present their show in the Fringe. All costs associated with developing the show are covered and managed by the participants. Unlike traditional arts festivals like PIAF, FRINGE WORLD does not curate the program, buy any shows, employ artists directly or invest in the development of works.
VARIETY OF VENUES Some venues are managed by the Fringe, others by independent promoters and producers. The Fringe assists artists to find the right venue for their show and artists can also find their own venue. Shows generally give a percent of their box office income to the venue to help cover overheads. This shared risk model allows shows to be presented without the need for participants to cough up venue hire and production costs at the start of the season.
BOX OFFICE FRINGE WORLD manages a platform of registration, ticketing and marketing services that are designed to assist participants to find success and yield box office returns. Participants pay a registration fee to participate in the Fringe as a contribution towards these management and marketing costs. Since inception, FRINGE WORLD has offered some of the cheapest registration fees of any Fringe in the world.
MARKETING FRINGE WORLD manages a very large marketing campaign that promotes the overall Festival. The promotion of individual events primarily remains the responsibility of the event presenters. This creates a lot of competition for audiences, which is one of the reasons why Fringe is seen as a place where artists develop industry skills and get to test their work in a marketplace before touring them elsewhere.
ARTISTS RETURNS Artists participate in Fringe for many reasons. Alongside the potential for financial gain, artists also seek the creative and professional development opportunities offered by being part of the Fringe artist community. Participants access a range of artist services, including an exclusive Fringe Artist Club, discounted drinks and food and they also get to see other Fringe shows for free - a fantastic benefit we believe is unique to FRINGE WORLD.
NOT-FOR-PROFT FRINGE WORLD is produced by a Not-for-Profit cultural organisation and charity. The Festival aims to deliver the best value return to participants. This is possible only through subsidising the cost of producing the festival through government funding support, sponsorship and other independent revenue, such as bar and food operations at the Fringe. Any profit generated by the Festival is invested in the local WA cultural ecology and in developing the Fringe further.
12 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
Baby Got Back. Photo by Daniel James Grant
AUDIENCE PROFILE // 13
Audience Profile Among the entertainment offerings in Western Australia, FRINGE WORLD continues to be peerless in its breadth, depth and scale of market reach. Whilst other arts or entertainment offerings traditionally attract a relatively narrow audience segment, FRINGE WORLD continues to grow audiences across all age segments and demographics.
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FRINGE WORLD TICKETED ATTENDANCE BY AGE
46,251
49,738
51,917 42,710
8,919
9,359
12,222
11,451
12,332
20,370
24,994
654
220
10,240
22,009
40,586
2013
52,135
53,987
2017
< 17
18 - 23
24 - 29
30 - 35
36 - 41
42 - 47
48 - 53
54 - 59
60+
The levelling of the age demographic ‘bell-curve’ over the last four years illustrates strongly how Fringe audiences have both grown and diversified.
MEDIAN AGE COMPARISON 44.5
2017
35.7
2016
< 17
18 - 23
24 - 29
30 - 35
36 - 41
42 - 47
Greater Perth 2015 (ABS)
FRINGE WORLD 2017
48 - 53
54 - 59
60+
AUDIENCE PROFILE // 15
AUDIENCE OCCUPATION
1.3%
3.1%
8.8%
Technical
5.8%
Other
Unspecified
Student
6.5%
Retired
3.5%
1.5%
Home Duties
Unemployed
53.3%
Professional
7%
Identify with an ETHNIC OR CULTURAL GROUP
“
16.3%
Office/Admin
16%
ACCOMPANIED A MINOR under the age of 18 to an event
27%
WORK IN THE PERTH CBD inc. East, West & Northbridge
This year’s increased box office intake points to a new audience enjoying the festival as well as returning festivalgoers getting their Fringe binge. Kitten [Participant from Kitten N’ Lou] thinks the attendees to their shows are some of the most amazing they have encountered. ‘This city and this Fringe is really special. People really appreciate getting to see something different’.” - Annelies Gartner, Perth love to binge on Fringe, The West Australian, 13 Feb 2017
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PERTH METROPOLITAN AUDIENCE DISTRIBUTION Number of Tickets sold by Postcode
15,000+
15,000
8,500
6,500
4,000
2,500
1,000
500
Ticket purchasers come from households in every residential postcode in the Perth metropolitan area. FRINGE WORLD reaches more suburbs than any other Perth event!
Top Postcodes with highest ticket sales: 1. Perth (6000) 2. Karrinyup/Churchlands (6018) 3. Mount Lawley (6050) 4. Scarborough (6019) 5. Subiaco (6008) 6. Hamilton Hill (6163) 7. Wembley (6014)
AUDIENCE PROFILE // 17
FRINGE WORLD PROMOTES PERTH TO THE WORLD! Visitation from interstate and overseas
31%
1.7% Surveyed Audience
Artists
“
[Participant Jeffrey Jay Fowler] ‘Fringe is attracting, keeping, sustaining, and developing our artists; there is an option to stay and do a Fringe show, and I think that’s proof Fringe is doing great things for artists and live art’.” - Katie McDonald, Money a Fringe Factor for local talent, Business News, 10 Feb 2017
NET PROMOTER SCORE
77
Net Promoter Score (NPS) is a performance metric used to rate a company’s customer service and how likely a customer would be to recommend a company to people they know.
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TOP 3 REASONS FOR ATTENDING AN EVENT
“
66%
60%
56%
To be ENTERTAINED
To enjoy the FESTIVAL ATMOSPHERE
To see a SPECIFIC SHOW
Despite, or maybe on account of, the West Australian economy having been buffeted by the resources downturn, the Fringe World Festival has experienced year-on-year growth since it relocated to its late summer slot on the calendar in 2011.” - Michaela Boland, Downpours fail to dampen enthusiasm for Perth’s arts festival, The Australian, 15 Feb 2017
CULTURAL CONSUMPTION IS THE PRIME MOTIVATOR FOR AUDIENCE VISITATION AT THE FRINGE What would you To expose themselves / others to arts and
Just to enjoy a DRINK / MEAL
cultural EXPERIENCES
have done if you had not made this trip to FRINGE WORLD? (stayed home)
69%
37%
35% 11%
9% 2016
68%
2017
2016
2017
2016
2017
AUDIENCE PROFILE // 19
TOTAL ATTENDANCE AT FREE AND TICKETED EVENTS
2012
151,773
2013
215,956
2014
372,431
2015
660,093
2016
989,675
2017
758,184
Whoa! Thatâ&#x20AC;&#x2122;s a whole lot of people! This spike in 2016 attendance was because of the special one-off program at the FRINGE WORLD Fairground to celebrate the opening of Elizabeth Quay.
POSITIVE WORD OF MOUTH DRIVES FRINGE WORLD GROWTH
59%
86%
86%
Of accounts on the FRINGE
Have ATTENDED TWO OR
VISITED MORE THAN ONCE
WORLD website were created
MORE FRINGE WORLD
during the 31 day Festival.
by NEW CUSTOMERS in 2017.
FESTIVALS since it was established in 2011.
4.4
AVERAGE NUMBER OF TICKETS PURCHASED per customer on the website.
20 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
El Bizzaro. Photo by John Marshall
AUDIENCE PROFILE // 21
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Djuki Mala. Photo by Johannes Reinhart
CULTURAL VISITATION // 23
Cultural Visitation FRINGE WORLD offers something for everyone, and this is reflected in its broad audience base and ability to reach every domestic postcode in Perth. FRINGE WORLD proudly attracts a mainstream audience. Only 39% of the 2017 surveyed audience would be considered high cultural consumers, attending cultural events at least once a month.
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AVERAGE CULTURAL VISITATION Over the past 12 months, how often did you attend an arts or cultural event?
At least once a month
3-4 times a year
1-2 times a year
Never
39%
45%
14%
1.5%
CREATING
2012
BIG
56%
CULTURAL
CONSUMERS!
Fringe continues to grow its proportion of non-traditional arts market and mainstream audience members. Their attendance is particularly useful for the cultural and performance venues participating in the Fringe as it assists them in broadening their audience base and increasing their annual patronage.
What kind of Arts and Cultural events did you attend in the last 12 months?
70%
68%
67%
56%
43%
38%
29%
27%
26%
7%
2%
Music
Film
Comedy
Theatre
Cabaret
Circus
Visual Arts
Dance
Community
Literature
Other
(Up to 3 options allowed)
CULTURAL VISITATION // 25
AVERAGE CULTURAL VISITATION Which of the following performance venues have you been to in the last two years?
The Pleasure Garden Perth Arena Crown Theatre (Burswood Theatre) Luna Cinemas Art Gallery of WA Perth Convention & Exhibition Centre De Parel Spiegeltent His Majestyâ&#x20AC;&#x2122;s Theatre The Regal Theatre State Theatre Centre of WA Perth Concert Hall Fremantle Arts Centre Chevron Festival Gardens The Rosemount Hotel Subiaco Oval Rooftop Movies Somerville Auditorium NIB Stadium Perth Institute of Contemporary Art (PICA) Moonlight Cinemas The Blue Room Theatre Movies by Burswood Belvoir Amphitheatre Quarry Amphitheatre Subiaco Arts Centre Metro City Fly By Night Club Red Hill Auditorium Badlands Bar
68% 60% 56% 46% 45% 45% 41% 41% 34% 32% 31% 31% 30% 23% 23% 22% 20% 20% 18% 18% 16% 15% 12% 12% 11% 11% 10% 9% 6%
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Fringe Central. Photo by Wade Ranson
CULTURAL VISITATION // 27
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The Edith Spiegeltent. Photo by Sebastian Mrugalski
CULTURAL OUTCOMES // 29
Cultural Outcomes The Fringeâ&#x20AC;&#x2122;s popularity has been spurred in part by its distinctiveness and great value. FRINGE WORLD is a stepping stone for mainstream audiences to try out arts and culture. The Festival stimulates the desire to experience more cultural activities throughout the year.
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REASONS FOR ATTENDING What are your favourite things about FRINGE WORLD?
The atmosphere and vibe
87.7%
The variety of shows
78.1%
That it brings the streets of Perth alive with people and entertainment
70.9%
The affordability of shows
62.2%
That it brings arts and culture to Perth
57.5%
The variety of venues
40.5%
93%
Of the surveyed audience believe that FRINGE WORLD enables them to see HIGH QUALITY PERFORMANCES THEY WOULD OTHERWISE NOT SEE.
INCREASED ACCESS TO ARTS EVENTS The average ticket price at the Festival was $31.52 and there were 76 FREE EVENTS on offer, including buskers in the Perth Cultural Centre and The Pleasure Garden, silent disco and mermaids. The free events and increased busker entertainment at the Festival added to the outdoor environments. Our audiences love checking out buskers pre- and postshow, or as a value add to a dinner date at a Festival venue.
“
That same weekend Perth’s internationally recognised Fringe Festival was cowing crowds throughout the city with shows that raked in over $10 million of box office takings and were attended by 750,000 punters.” - David Allan-Petale, The future of WA’s economy: Putting the arts in the spotlight, Sydney Morning Herald, 1 March 2017
CULTURAL OUTCOMES // 31
ENCOURAGE GREATER CULTURAL PARTICIPATION IN FUTURE
FRINGE IS INCREASING THE LIKELIHOOD THAT AUDIENCES WILL ENGAGE WITH ARTS AT OTHER TIMES DURING THE YEAR.
98%
92%
PLAN TO ATTEND FRINGE
Believe their FRINGE WORLD
WILL TAKE GREATER RISKS
WORLD again in 2018.
visit has made it MORE
and see less well known arts
LIKELY THEY WOULD ATTEND
events in the future.
83%
MORE ARTS EVENTS in the future.
DISTINCTIVENESS AND QUALITY
FRINGE BRINGS THE STREETS ALIVE WITH QUALITY ARTS EVENTS PRESENTED BY WESTERN AUSTRALIAN PERFORMERS ALONGSIDE ARTISTS FROM AROUND AUSTRALIA AND THE WORLD. Think FRINGE WORLD
Believe FRINGE WORLD
SHOWCASES CHALLENGING
EVENTS ARE UNIQUE in
PERFORMANCES from around
relation to other events they
the world.
have experienced,
91%
92%
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The Gold Digger. Photo by Matthew Parker
CULTURAL OUTCOMES // 33
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Summer Jazz Soiree. Photo by Tashi Hall
SOCIAL OUTCOMES // 35
Social Outcomes FRINGE WORLD has been at the forefront of the transformation of Perthâ&#x20AC;&#x2122;s Dullsville tag, The Festival brings Perthians from every postcode together for a month-long celebration that stimulates long term social cohesion within the community. Fringe-goers are spoilt for choice with the Festival offering them the opportunity to experience entertainment in their neighbourhood or further afield in one of the 140+ venues spread across the Perth metro area.
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ACTIVATION OF PERTH CITY AND SURROUNDS
FRINGE WORLD offers the people of Perth the
In Fremantle and to the South there were 18
opportunity to experience the Festival close to
venues, including the very first Fringe show
home in their neighbourhood as well as visiting
performed on Rottnest Island.
other spaces and places throughout the metro area.
Perth’s Northern suburbs featured 10 Fringe venues and the Western suburbs had 11 venues and
The bulk of Fringe events were held in Northbridge
performance spaces, including the picturesque
at FRINGE Central, The Pleasure Garden and various
Sunset Veranda at Scarborough Beach.
venues and programs throughout the precinct, such as Noodle Palace, Gelo and The Blue Room Summer
Mandurah’s Hub Bub mini-festival has gone from
Nights. The Festival’s Perth CBD presence was
strength-to-strength and Geraldton’s Funtavia
boosted with the new hub at the Cathedral Square
returned to entertain the people of the Coral Coast
precinct; home to five venues, including The Edith
with Fringe-tainment.
Spiegeltent.
SOCIAL OUTCOMES // 37
IMPROVED IMAGE OF PERTH
FRINGE BUILDS SOCIAL COHESION AND TRANSFORMS THE COMMUNITY’S PERCEPTION OF THE ARTS.
96%
Feel that FRINGE WORLD contributes to making Northbridge and Perth city centre a more vibrant place.
90% 98% 89% 96%
Are more likely to visit the city in the future after their visit to FRINGE WORLD.
Believe that FRINGE WORLD is an important addition to Western Australia’s cultural life.
Believe that FRINGE WORLD is an event that brings the whole community together.
Agree that FRINGE WORLD contributes to making Perth special as a city.
FRINGE ADDS VALUE TO THE PERTH BRAND.
96%
85%
90%
Of participating artists
Think FRINGE WORLD
Agree that FRINGE WORLD
RECOMMEND PERTH AS A
INCREASES THEIR PRIDE IN
PLACE TO VISIT.
PERTH as a city.
promotes Perth as A CITY THAT IS GLOBALLY CONNECTED.
38 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
PERCEPTION OF SAFETY
AUDIENCES AGREE FRINGE WORLD HAS CONTRIBUTED TO THEM FEELING SAFER IN NORTHBRIDGE AND THE PERTH CITY CENTER. 2012
2017
55%
69%
Northbridge and the Perth CBD has historically
in Northbridge after midnight, the Festival didn’t
struggled to attract a diverse audience range
encounter any issues in 2017.
at night, due to concerns about safety. FRINGE WORLD has been a game-changer in transforming
The Festival’s survey response towards safety
the community’s perceptions of the precinct,
peaked in 2014 with 78% agreeing that the
through attracting broad age demographics
Festival has contributed to them feeling safer in
to Fringe shows. The positive experience that
Northbridge and the Perth city centre. The trend
audiences have at Fringe has a flow-on benefit for
downwards is likely attributed to the broader
retailers and businesses in the precinct.
societal concerns towards increased crime in the Perth metro area.
Whereas in 2016 there were some artist concerns reported in the media about perceptions of safety
“
An old joke about Perth was that passengers on planes flying from the eastern states were advised to set their watches back five years when they touched down in the west. But that belies the fact WA is a creative place that punches well above its weight....Clearly there’s talent in WA, and the arts sector has worked very hard over many years to help Perth and WA shake off its Dullsville tag.” - David Allan-Petale, The future of WA’s economy: Putting the arts in the spotlight, Sydney Morning Herald, 1 March 2017
SOCIAL OUTCOMES // 39
HEARTS AND MINDS For a Festival that has just celebrated its sixth birthday, the positive public sentiment that it has achieved is large. The hundreds of thousands of audience members who have attended FRINGE WORLD since 2012 know the value of the Festival, which is well on its way towards embedding itself in the hearts and minds of all Western Australians.
99%
99%
97%
Agree that FRINGE WORLD
Think that attending FRINGE
Agree that the STATE
SHOULD CONTINUE TO
WORLD is SOMETHING YOU
GOVERNMENT SHOULD
BE PRESENTED in the
SHOULD DO ANNUALLY.
foreseeable future.
SUPPORT THE FRINGE so that it can continue to benefit the Western Australian community.
76%
Think FRINGE WORLD IS ONE OF THE TOP 5 BEST THINGS about Perth.
5%
“
FRINGE WORLD ANNUAL EXPENDITURE CONTRIBUTED TO BY STATE GOVT.
‘The summer months are some of the busiest and one of the most exciting periods of the year for the city,’ Ms Scaffidi [The Right Honourable The Lord Mayor Lisa Scaffidi] said.” - Rhianna Mitchell, Fringe World transforms Northbridge into cultural bonanza, The West Australian, 23 Jan 2017
40 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
FRINGE WORLD Mermaids. Photo by Tenae Francis
SOCIAL OUTCOMES // 41
42 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
Lil Darlings of Vaudevile. Photo by Tenae Francis
PARTICIPATING ARTISTS // 43
Participating Artists FRINGE WORLD delivered over $8.6 million gross box office to artists in 2017. The Festival is now the largest performance platform in the State and we are proudly recognised as one of the friendliest and most supportive Fringes in the world. Artists participate in the Fringe for a range of reasons. FRINGE WORLD supports their vision and helps to achieve their goals.
44 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
ARTIST AGE RANGE
32%
As the Fringe has matured so have our artists!
2015 2017
24.8% 22% 18.9% 16.6% 14% 12%
10.7% 9%
9.6% 5.9%
1%
2%
<17
18 - 23
24 - 29
30 - 35
36 - 41
42 - 47
7%
3%
4.5% 3%
48 - 53
54 - 59
ARTIST ORIGINS
69%
22%
9%
4%
60+
PARTICIPATING ARTISTS // 45
ARTIST FEEDBACK
“
[Digby, participant from Furnace and the Fundamentals] ‘We’ve always wanted to be a part of Fringe, it’s such an open-minded audience and there’s so much diversity,’ he said. ‘People don’t need to know who you are to want to come and check you out and really get involved in the shows’.” - Dave Gardiner, Fringe World Perth: Furnace and The Fundamentals bring unique brand of mashed-up party covers, The Guardian Express, 20 Jan 2017
83%
86%
2016
2017
Are SATISFIED WITH THE FRINGE WORLD FESTIVAL from the perspective of a participant.
Agree that FRINGE WORLD
71%
78%
is A PLATFORM TO ACCESS AN AUDIENCE THEY WOULD OTHERWISE NOT HAVE ACCESS TO.
2016
2017
Agree that participating
75%
78%
in FRINGE WORLD is IMPORTANT TO THE DEVELOPMENT OF THEIR CRAFT as an artist.
2016
2017
46 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
PARTICIPATING ARTISTS BENEFITS
$8.6 MILLION Was delivered to artists in gross box office returns* along with other benefits such as...
✔
✔
✔
✔
Artists Passes
Access to the Artist Club
Support from the Festival Team
Access to a huge audience
THE BUDGIE SMUGGLER: FRINGE WORLD ARTIST CLUB
MARKETING & GENERAL SUPPORT
The Budgie Smuggler: FRINGE WORLD Artist Club
As an open-access platform, FRINGE WORLD
first started in 2014. Entry is only for artists and
markets the Festival as a whole, including
Fringe staff and it provides subsidised drinks and
managing a significant advertising campaign,
eats plus late-night entertainment for artists.
website and sales platform along with producing key print materials such as the Festival Guide. The
Artists love that it gives them an exclusive space
promotion of individual events is the responsibility
to relax and network with fellow participants post
of the event presenter. As such, there’s shared
their show each night across the festival.
risk and both events and the Festival share the responsibility of putting their best efforts into marketing. The Festival provides marketing advice to events and offers participants a number of free or optin marketing opportunities, which are particularly
58%
Of participants went to The Budgie Smuggler TWO OR MORE TIMES.
useful for visiting artists and those just starting their career. The marketing opportunities that the Festival provides includes arranging and promoting media reviews, website advertising, low-cost printed material and signage display opportunities at Festival hubs.
*Gross FRINGE WORLD box office sales less ticketing fees, including door/external sales and estimated busking collection.
PARTICIPATING ARTISTS // 47
ARTIST PASSES All artists and contributors to Festival events received a FRINGE WORLD Artist Pass, giving them access to a range of benefits, many of which are not offered by any other Festival in the worldwide
“
Fringe network. The pass gives artists free entry to FRINGE WORLD ticketed events, food and beverage discounts at key local businesses plus entry into The Budgie Smuggler: FRINGE WORLD Artist Club.
- Graeme Watson, Trevor Jones: When Miley and Mozart collide, OUTinPerth, 17 Jan 2017
A whopping 3,000+ artist passes were distributed to participants during the 2017 Festival.
ATTENDANCE AT EVENTS WITH A PASS
19,486 FREE ATTENDANCES AT TICKETED EVENTS WITH A PASS*
BASED ON THE AVERAGE TICKET PRICE THIS EQUATES TO
$614,198 BENEFITS TO PASS HOLDER THROUGH FREE ATTENDANCE WHICH IS AN AVERAGE OF
5.6
TICKETS OR
$176 PER PERSON.
* Total Pass attendance includes artists and staff. >82% of Pass holders are artists.
‘It’ll be my first time at Fringe [Trevor Jones, participant in Kollision] but my fourth time performing downstairs at The Maj. It’s amazing how people in Perth have gotten behind Fringe World, it’s just enormous. It’s a huge thing now – people in Perth go and see Fringe shows’.”
“ “ “
iOTA said the buzz around Fringe World made it a festival all performers wanted to be a part of. ‘It’s ranked right up there with Adelaide and against Edinburgh’.” - Belle Taylor, Festival buzz puts Perth on the map, The Sunday Times, 15 Jan 2017
‘We love it here [Participant Kitten LaRue] and we’ve been so blown away by the response we’ve had in such a short time’.” - Annelies Gartner, Perth loves to binge on Fringe, The West Australian, 13 Feb 2017
After having done dates in Melbourne and Sydney, I have to say, like Austin Texas in the eighties and Boston in the nineties, there is way more interesting stuff being performed in this little city than there is over east in Australia’s larger counterparts.” - Brendon Burns, Big Funny in Little Perth, Huffpost, 25 January 2017
48 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
ARTISTS PERFORMANCE EXPERIENCE How many years have you been performing/participating as an artist or presenter? 2017 2016 0 - 5 years
5 - 10 years
10+ years
37%
25%
38%
More early career artists performed in the 2017 Festival.
27%
26%
LESS ARTISTS IN 2017 HAD PARTICIPATED IN ANOTHER FRINGE FESTIVAL BEFORE.
63% 46%
“
47%
‘Paying gigs are becoming few and far between [Jessica Messenger, participant from Sense and Spontaneity], and the Blue Room and Fringe World are keeping theatre alive in Perth. People who found me by accident at Fringe have ended up coming to my original scripted shows the rest of the year; it’s another way to build an audience’.” - Katie McDonald, Money a Fringe factor for local talent, Business News, 10 Feb 2017
2016
2017
More artists cutting their teeth at Fringe.
PARTICIPATING ARTISTS // 49
REASONS FOR PARTICIPATING What were your primary aims in participating in FRINGE WORLD 2017? 2017 2016
61.9% 58.7%
50.8% 43%
39.8% 31.2%
42.5% 28.9%
33.9% 27.7% 14.5%
18%
17.2%
15.2% 2.7%
To expose my performance/ project to new audiences.
To develop my performance/ project.
Just for fun.
To make money.
To gain access to artistic networks.
As a ‘testing ground’ before taking the performance/ project to other festivals.
To gain access to media and promotional networks.
5.1%
To gain access to funding bodies/ corporate partners.
ARTISTS GOALS How successful were you in achieving your primary aims at FRINGE WORLD 2017?
This is a 15% increase from 2016
35.2% 35.9%
19.1%
7.8% 2%
1
2
I did not achieve my primary aims at all.
3
4
5
I definitely achieved my primary aims
50 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
DEVELOPMENT OPPORTUNITIES AT FRINGE WORLD
FRINGE WORLD is a key platform for touring artists to develop new work to present at other Festivals and venues around Australia and the world. FRINGE WORLD stimulates this market through awards and affiliations and it’s participation in the World Fringe Alliance. Since 2012, FRINGE WORLD has awarded over 150 events with a total prize pool of $187,500. We are pleased that over $150,000 of the total prize pool has been awarded directly to over 110 West Australian artists and companies. Through the success of the new Fringe Fund initiative, two Martin Sims Awards were given in 2017 to two WA theatre productions. “Bus Boy” by
“
This year, the festival launched the Fringe Fund to encourage the public to add microdonations to their ticket purchases. The success of this program allowed the festival to increase the prize pool for the awards and presented two shows with the coveted Martin Sims Award.” - Annelies Gartner, Locals shine as Fringe prize pool swells, The West Australian, 21 February 2017
Rocharschart Beast and “My Greatest Period Ever” but Lucy Peach will now embark on an international tour of their work. Now in its third year, The Melbourne Fringe Tour Ready Award brought the hit show “A Prudent Man”
84%
to Perth and in 2017 will see Jeffrey Jay Fowlers “The One” take to the stage in Melbourne this October. International and national festival directors view FRINGE WORLD as a marketplace and a breeding ground where new work is on offer and in 2017, Perth welcomed directors and Programming Staff
Of artists agree that FRINGE WORLD IS AN IMPORTANT PRESENTATION PLATFORM for their work,
from Melbourne Fringe, Melbourne Comedy Festival, Prague Fringe, Assembly Rooms in Edinburgh, Festivals South Australia and Melbourne Festivals. With a strong contingent of Western Australian works making headlines during the Festival, there is much opportunity for our local artists to be profiled and stimulate touring opportunities.
84%
Of artists believe the Festival PROVIDES AN OPPORTUNITY TO SHOWCASE THE WORK OF EMERGING ARTISTS.
PARTICIPATING ARTISTS // 51
PERTH PROFILE BOOSTED BY ARTISTS
PERTH AND FRINGE WORLD ARE HELD IN HIGH REGARD BY THE NETWORK OF PARTICIPATING ARTISTS.
96%
94%
of artists would recommend Perth as a place to visit.
“
of artists are likely to recommend FRINGE WORLD to other artists.
[Participant Dave Hughes] ‘I’ve never done Perth Fringe all I’ve heard is good reports from comedians about it’.” - Jordan McArdle, Dave Hughes returns to his roots with ‘Deluded’ show at Perth’s Fringe World, PerthNow, 30 January 2017
ARTISTS RATE FRINGE HIGHLY
73%
84%
74%
Of artists believe FRINGE
Of artists rate FRINGE
Of artists rate FRINGE
WORLD provides a
WORLD’S QUALITY AS EQUAL
WORLD’S QUALITY AS EQUAL
PRESENTATION SERVICE
TO OR BETTER than other
TO OR BETTER than other
THAT IS GOOD VALUE.
Fringe Festivals in Australia.
Fringe Festivals overseas.
52 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
The Rhythm Spectacular. Photo by Jason Matz
PARTICIPATING ARTISTS // 53
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FRINGE Central. Photo by Tenae Francis
PARTNERSHIP ACTIVITY // 55
Partnership Activity FRINGE WORLDâ&#x20AC;&#x2122;s corporate partners assist the Festival to deliver significant positive benefits to the Western Australian community. As well as demonstrating good corporate citizenship, Festival partners enrich the audience experience through activations and program support that transform the Festival environments. Partners receive outstanding benefits from partnering with Fringe, including leveraging the Festivalâ&#x20AC;&#x2122;s massive audience reach and promoting their products and services. The following pages highlight the strongest activations and leveraging activities by the Festivalâ&#x20AC;&#x2122;s partners in 2017, who demonstrated that the opportunities for brand development at FRINGE WORLD are limitless.
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LOTTERYWEST SET FOR LIFE The Lotterywest Set For Life Experience returned in 2017, giving visitors to FRINGE Central at The Perth Cultural Centre the chance to experience what it would be like to be set for life. With free mocktails, massages and the chance to win show tickets or cash, this activation successfully encouraged thousands of participants to engage with Lotterywestâ&#x20AC;&#x2122;s brand and products. Photo by Naomi Reed
TICKET POUCHES All FRINGE WORLD tickets and gift vouchers were presented inside a pouch complete with a Lotterywest ad on the inner leaf. This was an exclusive opportunity to remind ticket holders of Lotterywestâ&#x20AC;&#x2122;s support of the Festival and the wider WA community through its grants and event sponsorship.
ALOFT HOTEL ROOM The home to tragic starlet Uta
Uber Kool Ja, the Aloft Hotel room drew the attention of crowds in The Pleasure Garden. This pop-up venue was the perfect sneakpeek inside the hotel before it opened in May, and opportunity for Aloft to establish brand recognition in WA.
Photo by Sebastian Mrugalski
PARTNERSHIP ACTIVITY // 57
FRINGE WORLD CONCIERGE SERVICE: POWERED BY WOODSIDE The FRINGE WORLD Concierge Service: Powered by Woodside gave Perthians the opportunity to purchase tickets and gift vouchers in person in the CBD. Located at Woodside Plaza, the Concierge Service was particularly popular in the lead up to Christmas. Photo supplied by Woodside
WOODSIDE WHAT’S ON BOARDS AND HOMEGROWN HEROES The Woodside What’s On Today boards were positioned at all FRINGE WORLD Box Offices, allowing audiences to easily see what shows were on offer and plan their Fringe experience. The Woodside Homegrown Heroes program featured all events with a West Australian origin. Thanks to Woodside, we were able to shine the light on the best in the West. Photos by Callum Jones
CORPORATE FUNCTIONS FRINGE WORLD partners hosted a range of clients and stakeholders at boutique corporate functions held during the Festival.
Photo by John Leonard
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GAGE ROADS BREWING CO. CONTAINER BAR New FRINGE WORLD partner Gage Roads Brewing Co. kicked off the partnership with a stunning custom-built shipping container bar, which had pride of place at the entrance to The Pleasure Garden. Gage Roads also presented Nights on The Pleasure Craft, a beautifully restored 1962 river boat, which featured local poets and musicians performing to an intimate audience.
Photo by John Leonard
HELLO SUNSHINE FRINGE CIDER In collaboration with FRINGE WORLD, Gage Roads Brewing Co. developed Hello Sunshine - a new apple cider exclusive to Fringe bars. Hello Sunshine cider captured the essence of Westralian summertime and went down a treat with audiences.
Photo by Tenae Francis
CHANNEL NINE MARRIED AT FIRST SIGHT AND THE HAMMER STRENGTH CHALLENGE Channel Nine had audiences stepping up to the plate and saying “I Do” with two onsite activations – the Hammer Strength Challenge and Married at First Sight Chapel. These activations showcased Channel Nine’s flagship programs and their support of the Festival.
Photo by Jen DeVos
PARTNERSHIP ACTIVITY // 59
THE EDITH SPIEGELTENT New Festival partner Edith Cowan University is the first university in the world to acquire its own Spiegeltent for students of the WA Academy of Performing Arts (WAAPA) to train and perform in. During the Festival, The Edith was home to smash-hit show La Soirée and located at Cathedral Square. Photo by Jen DeVos
NOVA PING PONG PARLOUR Located in The Pleasure Garden, the Nova 93.7 Ping Pong Parlour was the perfect place for thousands of punters to test their table tennis skills and hang out pre or post-show. Photo by Callum Jones
HOWLING WOLVES WINE Howling Wolves Wines developed two limited edition wines exclusive for FRINGE WORLD – Le Cabaret Rouge and La Cirque Blanc. These wines were a premium offering at Fringe bars, featuring beautiful illustrated labels that captured all things Carnival.
Photo by Callum Jones
ABC RADIO PERTH COMEDY GALA ABC Radio Perth had audiences in stitches at FRINGE WORLD’s home of comedy, The Gold Digger. The ABC Comedy Gala featured four of Fringe’s favourite comedians, entertaining a cross-section of Fringe and ABC competition winners.
Photo by Sebastian Mrugalski
60 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
Cabaret Royalty Pageant. Photo by Michelle Ranson
MEDIA AND MARKETING REACH // 61
Media and Marketing Reach FRINGE WORLD delivers a mass-market campaign that effectively reaches a huge audience through digital activity across our website, e-news and social media as well as print, radio and outdoor advertising, plus a massive print collateral campaign. The 2017 media campaign generated total media value over $10 million across print, online, TV, social and radio platforms. The media coverage that was generated reached a cumulative potential audience of almost 54 million people.
62 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
MEDIA COVERAGE Includes Print, Online, TV, Social and Radio
2017 2016
$7,696,139
$10,028,770
Audience Reach
Audience Reach
49,936,338
53,923,990
250,000 PROGRAMS DISTRIBUTED AROUND PERTH!
OUTDOOR ADVERTISING REACH
TOTAL REACH OF
44.5%
Campaign reach
732,000
of Perthâ&#x20AC;&#x2122;s 18+
PEOPLE WHO SAW
population
AN AD ON AVERAGE OF
12.5 times!
MEDIA AND MARKETING REACH // 63
WEBSITE TRAFFIC For the marketing campaign period 8 Dec 2016 - 19 Feb 2017
Total Sessions
8.6% increase
2016
1,118,402
2017
1,214,127
Total Users 2016
482,887
2017
525,910
Total Pageviews 2016
6,512,901
2017
10,833,332
42.5%
8.9% increase
66.3% increase
57.5%
New Visitors
Returning Visitors
SOCIAL MEDIA
30%
15%
Increase In Email Subscribers 2016
Increase In Facebook Fans 2016
62,000+ 2017
Increase In Instagram Followers 2016
38,000+ 2017
81,000+
40%
10,800+ 2017
44,000+
15,200+
64 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
“
Part of the magic of what we do is, once you step through the doors of the Spiegeltent, you could be anywhere and we ask that you leave your entire world and all of your troubles including your mortgage, the babysitter and everything else outside the front door.” - Brett Haylock interviewed by Emma Bergmeier-Varian, La Soiree Starry Nights, The West Australian, 13 January 2017
La Soiree. Photo by Sebastian Mrugalski
MEDIA AND MARKETING REACH // 65
66 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
Poncho Circus Georgia Foulkes-Taylor
OUTER FRINGE // 67
Outer Fringe Since 2011 FRINGE WORLD has toured Fringe performers to some of the incredible towns and venues across our beautiful state. FRINGE WORLDâ&#x20AC;&#x2122;s sixth year of regional programming was the biggest ever with ten shows performed across a wide variety of regional locations. More than 1,100 people enjoyed a touring Fringe show as artists traversed over 12,000kms through five regions. The 2017 Outer Fringe tour delivered a super fun family Circus Spectacular to Esperance, Northam, Carnarvon and Exmouth, and a rollicking adults-only Spectacular to Hopetoun and Northam. This was followed up with an all-ages Variety Gala in Karratha and South Hedland, and rounded out by with two adult galas in balmy Broome.
68 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
PLACES WE’VE TOURED FRINGE SHOWS SINCE 2011
“
Outer Fringe Festival is coming to Esperance with Melbourne circus troupe Poncho Circus, with founding member Lachlan Sukroo saying he was excited to perform in regional WA for the first time.” - Sam Gibbs, Teetering on the Fringe, The Esperance Express, 19 Jan 2017
Broome
South Hedland Karratha Exmouth
Carnarvon
Mullewa Geraldton
Kalgoorlie Merredin Northam Bunbury Donnybrook Bridgetown Albany
Ravensthorpe Esperance Hopetoun
OUTER FRINGE // 69
Dream Girls Duo at Pretty Pool, Port Hedland. Photo by Georgia Foulkes-Taylor
70 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
Rooftop Movies. Photo by Sebastian Mrugalski
ROOFTOP MOVIES // 71
Rooftop Movies Thanks to City of Perth Parking the top floor of the multistorey car park with the best views of the Perth skyline lit up once again with the fourth instalment of Rooftop Movies. This deluxe retro-fit pop-up summer paradise offers punters an outdoor cinema experience thatâ&#x20AC;&#x2122;s become a perennial favourite for Perth visitors and locals alike. The season ran from 27 October 2016 to 11 March 2017, screening movies nightly every Tuesday through to Sunday. All proceeds from the Rooftop Movies season go towards making the FRINGE WORLD Festival happen each year.
72 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
ROOFTOP MOVIES AT A GLANCE
118
FILM EVENTS
52 SOLD OUT EVENTS
80% AVERAGE NIGHTLY ATTENDANCE
23,886 TICKETS SOLD!
63%
Of the surveyed audience also ATTENDED A FRINGE WORLD EVENT IN 2017.
95%
Of the surveyed audience PLAN TO ATTEND ROOFTOP MOVIES AGAIN IN THE FUTURE.
95%
Think ROOFTOP MOVIES IS UNIQUE in relation to other venues/events.
ROOFTOP MOVIES // 73
Rooftop Movies. Photo by Sebastian Mrugalski
74 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
FRINGE WORLD Mermaids at The Pleasure Garden. Photo by Johannes Reinhart
ECONOMIC IMPACT // 75
Economic Impact Festival events were presented in 147 venues located in 17 suburbs spread across the Perth Metropolitan area. Local businesses located nearby benefit from the Fringe activity in a number of ways. This is especially true for Perth City and Northbridge, where Fringe attracts a massive new and agediverse audience to the area. The direct and flow-on benefits for these businesses is significant. Thereâ&#x20AC;&#x2122;s also significant â&#x20AC;&#x2DC;new moneyâ&#x20AC;&#x2122; spend in the local economy from the large numbers of participants who travel from intrastate, interstate and overseas to present shows at the Festival alongside visiting audience members.
76 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
ECONOMIC IMPACT
THIS EQUALS AN ESTIMATED SPEND OF MORE THAN
95%
OF CUSTOMERS LIVE IN THE PERTH METRO AREA
$60.6 MILLION Including pre- and post-event expenditure in restaurants, bars and accommodation. The economic impact of the Festival is also registered through direct spend to produce and present the 147 venues as well as spend by the 1,268 national and international visiting artists and participants of the Festival. Additionally, the indirect effect of FRINGE WORLD on the Perth economy after application of relevant gross value added multiplier is over $84 million.
“
The debate [Arts Policy Debate] comes one day after Fringe World Festival finished its 2017 season, attracting an estimated 1 million people into the city and no doubt boosting business for nearby hospitality venues.” - Katie McDonald, Pollies cool on arts commitment, Business News, 20 February 2017
BUSINESS IMPACT
86%
79%
Think FRINGE
Agree that FRINGE
WORLD has
WORLD has A
95%
74%
Think that
Think that
Indicated that
FRINGE WORLD
FRINGE WORLD
THEIR LEVEL
81%
contributed
SIGNIFICANT
BRINGS NEW
INTRODUCES
OF TRADING
to making
AND POSITIVE
CLIENTELE INTO
NORTHBRIDGE
INCREASED.
Northbridge and
IMPACT ON THEIR
NORTHBRIDGE,
TO PEOPLE who
Perth City A
BUSINESS.
which has long
wouldn’t normally
MORE VIBRANT
term benefits to
visit.
PLACE.
their business.
ECONOMIC IMPACT // 77
VISITOR EXPENDITURE BY SUBURB
Midland 1.2%
Scarborough 3.3% Leederville 8.7% Northbridge 67.5%
Mt Lawley 8.4% Perth CBD 8.4%
Fremantle 11.6%
77%
Of the audience ATE AT A RESTAURANT before or after attending a FRINGE WORLD venue.
Other 8.2%
71%
Of the audience HAD A DRINK AT A BAR / Mandurah 1.2%
NIGHTCLUB / CAFE before or after attending a FRINGE WORLD venue.
78 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
VISITOR GROSS EXPENDITURE This section contains the calculations made to estimate the gross expenditure by the Festival’s audience, a key component of the economic impact of Fringe World Festival. Of the audience surveys collected, the vast majority were completed by visitors who lived in the Perth metropolitan area (94.9%).
LOCATION
NUMBER
%
City of Perth
1,009
15.3%
Elsewhere in the Perth Metropolitan Area
5,261
79.6%
Elsewhere in Western Australia
227
3.4%
Elsewhere in Australia
68
1.0%
Overseas
43
0.7%
DAY VISITORS VS OVERNIGHT VISITORS As per survey responses from previous years, most respondents were FRINGE WORLD ‘day visitors’ from Perth. It is worth noting that across festival years, there is an ever slightly upward trend in ‘day visitors’ from outside Perth CBD.
TYPE OF RESPONDENT
%
Day visitors (from City of Perth)
14.7%
Day visitors (from elsewhere in the Perth Metro Area)
77.9%
Day visitors (from outside Perth)
2.0%
Staying visitors (from City of Perth)
0.3%
Staying visitors (from elsewhere in the Perth Metro Area)
2.7%
Staying visitors (from outside Perth)
2.4%
Using our public survey response data, the gross daily expenditure during the average trip to the FRINGE WORLD Festival was calculated for each type of visitor based on location of origin.
AVERAGE DAILY / NIGHTLY EXPENDITURE PER PERSON, OUTSIDE FRINGE WORLD SPEND LOCATION
TOTAL AVERAGE DAILY SPEND
City of Perth
$83
Elsewhere in the Perth Metropolitan Area
$86
Elsewhere in WA
$218
Elsewhere in Australia
$197
Overseas
$256
To reach a gross visitor expenditure figure for the Festival duration, these daily averages were then multiplied by the average number of days (or paying nights in the case of accommodation) spent across the whole FRINGE WORLD Festival by each type of respondent.
ECONOMIC IMPACT // 79
NUMBER OF DAYS / NIGHTS ATTENDED LOCATION
AVERAGE NUMBER OF DAYS ATTENDED
City of Perth
5.8
Elsewhere in the Perth Metropolitan Area
4.7
Elsewhere in WA
3.6
Elsewhere in Australia
6.9
Overseas
6.4
Data on the total number of tickets sold overestimates the
A key step in economic impact calculations is to assess the
number of unique visitors, since most attend more than one
proportion of expenditure made by visitors that would have
event, over a range of days.
been spent in Perth in any case. To account for this, we apply a downwards additionality adjustment to the average
To estimate the number of unique festival visitors, the gross
$ expenditure per person figures based on statistics
number of tickets sold plus estimated free attendance
derived from survey answers.
were split into different types of visitors (based on location) using the proportions from the audience survey.
Once gross visitor expenditure has been calculated for the average trip days in each category, it is then multiplied
These attendance figures by location type were then
by the unique visitor numbers in each category to reach
divided by the average number of events each type
an estimated total gross visitor spend of just over $50
of visitor reported attending in the survey to reach an
million, with 75% spent by Perth based day trippers to the
estimated number of unique visitors of each type. The
Festival. This is nearly 20% lower than 2016â&#x20AC;&#x2122;s figure of $60m,
number of unique visitors by type is shown in the following
consistant with the large spike in Festival attendance in
table, with a total unique visitation of 157,459 for purposes
2016 caused by the one-off commissioned program for the
of economic impact analysis.
launch and opening season of the Elizabeth Quay precinct.
ESTIMATED TOTAL GROSS SPEND TOTAL VISITORS
AVERAGE DAYS
AVERAGE SPEND PER DAY
ADDITIONALITY ADJUSTMENT
TOTAL SPEND
% OF OVERALL SPEND
City of Perth
19,996
5.8
$83
32.3%
$6,516,852
13.0%
Elsewhere in the Perth Metropolitan Area
128,376
4.7
$86
27.5%
$37,619,945
75.2%
LOCATION
Elsewhere in WA
7,159
3.6
$218
26.7%
$4,118,275
8.2%
Elsewhere in Australia
1,099
6.9
$197
40.0%
$896,322
1.8%
829
6.4
$256
36.7%
$859,762
1.7%
$50,011,156
100%
Overseas TOTAL
157,459
80 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
PERFORMER EXPENDITURE Although FRINGE WORLD has not targeted audiences
To approximate the expenditure of performers from the
travelling to Perth as a priority market within its first five
Perth Metro area, we use the box office payments made
year development cycle, the Festival has made attracting
to local performers as well as fees paid to Perth artists for
independent visitation from interstate and overseas artists
contributions to free programs. Since these performers are
a priority since inception.
Perth-based, we have assumed that the majority of their fees generated through the Festival will end up being spent
From having 145 visiting international and interstate
in the Perth economy. As this revenue has been included
performers and production personnel in the first year of the
in the FRINGE WORLD expenditure figures, they are not
Festival, this number has grown steadily over festivals to
considered further here.
1,268 participating visitors in 2017. Based on our participant survey data, we calculate average We have endeavoured to increase average season length
daily expenditure for intrastate artists at $111, interstate
of travelling artist to help ensure they get the most out of
artists at $169 and $163 for international artists. These
their FRINGE WORLD festival stints. Based on the average
figures are in-line with those used by the Australian
stay of 9.2 nights per intrastate participant, 9.8 nights
Department of Resources, Energy and Tourism to calculate
per interstate participant and 11.4 nights per international
tourism expenditure.
participant, visiting Festival participants spent an estimated 12,819 nights in Perth during their stay in 2017.
Travel expenditure for performers is not included in
This is considerably higher than 8,619 in 2016.
estimated performer expenditure, since the bulk of this expenditure will be on travel from elsewhere in Australia
We look at expenditure of four different categories
or from overseas, accruing to airline and travel operators
of performers: local performers from within the Perth
based outside of Perth.
Metropolitan area, performers from within WA (intrastate), performers from elsewhere in Australia (interstate) and those from outside of Australia (international).
VISITING PERFORMER EXPENDITURE CALCULATIONS TOTAL NIGHTS / DAYS
TOTAL AVERAGE DAILY SPEND
TOTAL EXPENDITURE
n/a
n/a
n/a
Elsewhere in WA
1,546
$111
$171,606
Elsewhere in Australia
7,762
$169
$1,311,778
Overseas
3,511
$163
$572,293
TYPE OF PERFORMER Perth
TOTAL VISITING PERFORMER CALCULATIONS
12,819
$2,055,677
ORGANISER EXPENDITURE This expenditure includes all spend on staff, office running costs and suppliers. The totals for each of these categories of expenditure are displayed in the Organisational Expenditure chart. CATEGORY
AMOUNT
Total expenditure on WA artists
$1,585,493
Total expenditure on staff
$4,819,232
Total expenditure on festival office costs
$198,037
Other expenditure related to staging the festival
$1,977,031
TOTAL
$8,579,793
ECONOMIC IMPACT // 81
TOTAL GROSS EXPENDITURE Combining the total estimated gross expenditure by visitors and performers at the FRINGE WORLD Festival with the expenditure by festival organisers (which includes expenditure by festival management on suppliers, staff and office costs), we reach a total gross expenditure figure of $60,646,626.
SOURCE OF EXPENDITURE
AMOUNT
Audience
$50,011,156
Performers
$2,055,677
Organisers
$8,579,793
TOTAL GROSS EXPENDITURE
$60,646,626
VISITOR GROSS EXPENDITURE VS TOTAL GROSS EXPENDITURE Calculated gross expenditure total for FRINGE WORLD Festival 2017 are 14% lower than last year, with each expenditure component having decreased in practically equal measures. It is clear that more than ever the major economic impact of the Festival is generated by the audience. In terms of gross expenditure, 83% is accounted for by the audience. The performers, contribute 3% of the total, with the organisers accounting for the remaining 14% ($11.9m).
TYPE OF RESPONDENT City of Perth + Perth Metropolitan Area Elsewhere in WA
TOTAL 2016 SPEND
% OF OVERALL SPEND
TOTAL 2017 SPEND
% OF OVERALL SPEND
$53,358,588
89%
$44,136,797
88%
$4,691,872
8%
$4,118,275
8%
Elsewhere in Australia
$919,642
2%
$896,322
2%
Overseas
$1,105,361
2%
$859,762
2%
TOTAL VISITOR EXPENDITURE
$60,075,463
85%
$50,011,156
82%
TOTAL GROSS EXPENDITURE
$70,535,965
$60,646,626
COMPARISON OF VISITOR GROSS EXPENDITURE WITH MULTIPLIER AS A PROPORTION OF TOTAL GROSS EXPENDITURE 2016 V 2017 SOURCE OF EXPENDITURE INCLUDING GROSS VALUE MULTIPLIER EFFECT
TOTAL 2016 SPEND
% OF OVERALL SPEND
TOTAL 2017 SPEND
% OF OVERALL SPEND
$74,168,437
76%
$61,350,148
72%
Elsewhere in WA
$6,521,702
7%
$5,724,402
7%
Elsewhere in Australia
$1,278,302
1%
$1,245,888
2%
Overseas
$1,536,452
2%
$1,195,069
1%
PERFORMERS
$1,732,935
2%
$2,857,391
3%
ORGANISERS
$12,807,163
13%
$11,925,913
14%
TOTAL GROSS EXPENDITURE INCLUDING MULTIPLIER
$98,044,991
City of Perth + Perth Metropolitan Area
$84,298,811
82 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
MULTIPLIED TOTAL EXPENDITURE AND FTE JOBS CREATED In determining the economic impact of FRINGE WORLD, we
We also apply a Full-Time Equivalent (FTE) employment
measure the knock-on effects of gross expenditure, since
multiplier of 22 jobs per $1m spent per annum to the Total
part of the money spent in shops, on suppliers, etc. will
Gross Expenditure figure with multiplier (again in keeping
then be re-spent by those shops and suppliers on other
with ABS standards), to convert this expenditure into jobs
things, and so on.
created by the spending associated with FRINGE WORLD. 1.
We therefore apply a Gross Value Added multiplier of 1.39,
Cultural Ministers Council: Cultural Data Online, ‘Multipliers for culture-related
industries’, http://culturaldata.arts.gov.au/publications/statistics_working_group/
taken from Multipliers for Culture-related Industries by the
other/multipliers_for_culture-related_industries, 23 June 2011
National Centre for Culture and Recreation Statistics of the Australian Bureau of Statistics (ABS)1. This takes the total multiplied expenditure to $84,298,810. The individual multiplied figures are reproduced below.
MULTIPLIED TOTAL EXPENDITURE TOTAL GROSS EXPENDITURE
TOTAL GROSS VALUE ADDED (WITH MULTIPLIER)
Audience
$50,011,156
$69,515,506
Performers
$2,055,677
$2,857,391
Organisers
$8,579,739
$11,925,913
$60,646,626
$84,298,810
SOURCE OF EXPENDITURE
TOTAL
FTE JOBS FROM GROSS EXPENDITURE
1,855
INTRASTATE, INTERSTATE AND OVERSEAS VISITOR GROSS & MULTIPLIED EXPENDITURE Extracting the exclusive economic impact of visitors, both participant and audience, to FRINGE WORLD from elsewhere in WA, interstate and overseas is noteworthy when considering ‘new’ visitation to Perth metropolitan area, rather than total visitation to the City of Perth through the FRINGE WORLD Festival. Last year’s total was $10,263,731 (or $14,266,586 with multiplier)
INTRA / INTER / OVERSEAS VISITOR (IIOV) EXPENDITURE CALCULATIONS TYPE OF VISITOR
TOTAL UNIQUE VISITORS
AVERAGE DAYS
AVERAGE SPEND PER DAY
TOTAL SPEND
Intrastate Audience
7,159
3.6
$218
$5,618,383
Interstate Audience
1,099
6.9
$197
$1,493,871
Overseas Audience
829
6.4
$256
$1,358,234
Intrastate Artist
168
9.2
$111
$171,562
Interstate Artist
792
9.8
$169
$1,311,710
Overseas Artist
308
11.4
$163
$572,326
TOTAL MULTIPLIED TOTAL
10,355
$10,526,086
1.39
$14,631,260
ECONOMIC IMPACT // 83
SPEND IN PERTH PER DOLLAR INVESTED FIGURE / RATION
AMOUNT
Total IIO Visitor Expenditure (IIOV)
$14,631,260
Total Gross Expenditure (TGE)
$60,646,626
Total Gross Value Added (TGVA)
$84,298,810
Investment by WA government
$1,098,000
Intra & Interstate & Overseas (IIOV) spent per $1 invested
$12.21
Gross amount spend (TGE) per $1 invested
$55.23
Gross revenue generated (TVA) per $1 invested
$76.77
RETURN ON INVESTMENT IN FRINGE WORLD In terms of FRINGE WORLD as an investment, the following shows the Total Gross Expenditure and (multiplied) Gross Value Added for each dollar of investment by the WA government, equating to a ratio of 1:77.
EFFECT ON WA ECONOMY PER DOLLAR INVESTED FIGURE / RATION
AMOUNT
Total Gross Expenditure (TGE)
$60,646,626
Total Gross Value Added (TVA)
$84,298,810
Investment by WA government
$1,098,000
Gross amount spent (TGE) per $1 invested
$55.23
Gross revenue generated (TVA) per $1 invested
$76.77
84 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
Report Methodology FRINGE WORLD has applied
The Festival also conducted an
FRINGE WORLD’s 2016 program
consistent impact reportage
intercept survey with targeted
included a large one-off
methodology over the last five
businesses located in Northbridge.
commissioned program of activation
years that was developed with
This had 74 responses.
at Elizabeth Quay for the launch
BOP Consulting UK - a leading international agency for cultural impact reportage. The primary source of evidence supporting the findings of this Impact Report are derived from public and participant surveys including: •
Audience survey conducted online that received 6,608 responses;
•
Participant survey that
and opening of the precinct which The reported media value of
boosted the 2016 attendance
$10,028,770 is provided by Buzz
figures significantly.
Marketing and includes the Festival’s 2016 social media value plus 10%
The 758,000+ figure for 2017
increase.
includes attendance at ticketed events, attendance at free programs,
AUDIENCE CALCULATIONS
activations and Festival goers The reported figure for attendance
enjoying The Pleasure Garden and
at ticketed and non-free events in
the Festival areas of the Perth
2017 is 359,987. This is comprised of:
Cultural Centre (drinking at the bars, wandering through, enjoying free
•
•
Local business survey
•
(conducted with a target proportion of businesses located near Fringe activity
•
in Northbridge and Perth CBD) that received 43 responses; and •
Staff survey that received 155 responses from volunteers and paid staff.
In addition to survey data, there is also significant amount of data collection from additional sources during and post-festival including: •
Transactions made through FRINGE WORLD Festival TIX;
•
Google Analytics;
•
Venue and site reportage;
•
Post-event event reports from venue operators including door and external sales and free attendance;
•
Calculated estimates on busker attendance and collections.
303,338 tickets processed
performances within the hubs).
through the FRINGE WORLD
received 355 responses from participating artists;
attendance at Festival partnership
•
ticket system;
There were 76 individual free
37,367 tickets purchased on
programs and events during Fringe,
the door at Festival venues
including the Chinese New Year’s
including Artist Pass entries;
Fair in Northbridge and Elizabeth
8,941 purchased through other
Quay, FRINGE WORLD Mermaids,
ticketing systems (such as for
Perth Cultural Centre screen, Noodle
shows at the State Theatre
Palace Rooftop DJ nights, visual arts
Centre and Gold Digger);
exhibitions, partnership activations
10,341 attendance at non-free
and nightly free programs
festival programmed events like
throughout the Perth Cultural Centre
busker type events and pay-
and The Pleasure Garden.
what-you-think-its-worth type events.
Free program attendance is estimated for all relevant programs
The FRINGE WORLD 2017 reported
and events utilising daily site and
figure of 359,987 attendance at
door staff reportage sheets.
ticketed and non-free events is a 3% increase on FRINGE WORLD 2016
The reported figure of 758,000+
reported figures of 349,841.
total attendance is at the conservative lower end of the
The reported figure for total Festival attendance in 2017 is 758,000+, a 23% decrease on 2016’s figure of 989,000+.
projected 758,184 – 816,595 range.
REPORT METHODOLOGY // 85
Circus Freakshow, Photo by Jason Matz
86 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
Reuben Kaye Success Story. Photo by Jamie Breen
FRINGE WORLD FUTURE // 87
FRINGE WORLD Future When it comes to audience development, community engagement, public access and live performance industry development in Perth, FRINGE WORLD has been an unquestionable game-changer. The Festival is produced by ARTRAGE Inc, a Not-For-Profit cultural organisation and charity that has been at the forefront of enriching and evolving the creative arts and culture of WA since 1983. The impact of the organisationâ&#x20AC;&#x2122;s work has been particularly notable since FRINGE WORLD was launched in 2011 and rapidly grown over six years, shifting the way the Perth population engages with the arts.
88 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
5% $1,098,820 State Funding
12% $2,347,393 Sponsorship
83% $16,565,013 Earned Revenue
$20,011,226
2017 TOTAL TURNOVER
FRINGE WORLD has historically
its level of sponsorship with
made a relatively small amount of
the City of Perth through a new
state investment deliver very large
strategic triennial relationship that
returns and results.
ensures the Fringe will continue to grow with Northbridge and the
The Festival budgets to deliver the
Perth CBD as its central base.
best possible value and return to artists as well as experience to
This will see new free programs
audience members and relies on
rolling out in 2018 designed to
adequate funding and sponsorship
attract larger numbers into the
commitment to progress
city to engage with the Fringe and
sustainably into the future,
surrounding businesses.
FRINGE WORLD has historically
Other new programs and hubs
received state funding support
within the city and surrounds are in
from Lotterywest, the Department
the pipeline over the 2018 - 2020
of Culture and the Arts and the
period alongside some significant
Metropolitan Redevelopment
longer term initiatives that are
Authority and sponsorship support
currently in planning phase with
from an array of valued corporate
some key new partners.
partners. In the short term, 2018 will see an There is hope that both funding and
expanded FRINGE WORLD footprint
sponsorship levels and the array
and growth in scale of program
of partners that Fringe works with
and hub sites designed to best fit
will grow as FRINGE WORLD enters
and match some of the new city
its next three to five year cycle, a
precincts and spaces that are ready
period of maturation where gearing
and waiting for Fringe activation.
for the longevity of the Fringe is a necessity.
Whatever they are and wherever they may be, it’s an assurance that
FRINGE WORLD was recently
they’ll be loud, proud and full of
successful in significantly increasing
vibrancy and vitality.
“
Six years after it started as an experimental off-shoot, Fringe World has officially outgrown the Perth International Arts Festival — and has plans for a major new attraction next summer. The month-long event is projected to attract 540,000 people to free events and 375,000 people to ticketed performances for a direct economic boost of $95 million. - Peter Law, Fringe World officially outgrows Perth International Arts Festival, Sunday Times, 21 May 2017
FRINGE WORLD FUTURE // 89
iOTA in The Average Joe. Photo by Jason Matz
90 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
Bus Boy (Martin Sims Award Winners). Photo by Sebastian Mrugalski
FRINGE WORLD FUTURE // 91
FRINGE WORLD Awards FRINGE WORLD Awards are given to the best shows in each genre category, plus there are a bunch of special awards, with winners receiving cash, development support and direct touring opportunities. FRINGE WORLD launched the Fringe Fund this year and encouraged the public to add microdonations to their Fringe ticket purchase. Due to the success of this program, the Festival increased the prize pool for the Awards and presented two shows with the coveted Martin Sims Award. The Martin Sims Award is the top prize of the Festival, recognising the best new Western Australian work in the Festival that is destined to succeed on the world’s stage. The 2017 Festival Martin Sims Award went to ‘My Greatest Period Ever’ and ‘Bus Boy.’ Both shows received $10,000 and touring opportunities to build their career internationally at other Fringe Festivals through the World Fringe Alliance.
92 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
2017 FRINGE WORLD Awards Martin Sims Award The Martin Sims Award is the top prize of the Festival,
Spirit of the Fringe Award Presented Metropolitan Redevelopment Authority
recognising the best new Western Australian work in the Festival that is destined to succeed on the world’s stage.
WINNER: Jessie Gordon
WINNER (JOINT): My Greatest Period Ever presented by Lucy Peach Bus Boy presented by The Blue Room Theatre Summer Nights & Rorschach Beast
The Blaz Award
Melbourne Tour Ready Award Presented Melbourne Fringe WINNER: THE ONE by Jeffrey Jay Fowler
Presented to the best writing for performance by a WA writer. The Award honours Perth playwright George Blazevich who passed away in 2016.
ECU Performing Arts Award Presented Edith Cowan University
WINNER: THE ONE by Jeffrey Jay Fowler presented by The Blue
WINNER:
Room Theatre Summer Nights & Whiskey & Boots
Jo Morris
WA Emerging Artist Award Presented by Woodside
The West Australian Arts Editor Award Presented The West Australian
WINNER: Sean Gustavino for Bus Boy
WINNER: Djuki Mala
Independent Program Award Presented oOh! Media WINNER: The Blue Room Summer Nights Program SPECIAL ACKNOWLEDGMENT:
WA WINNER: THE ONE by Jeffrey Jay Fowler presented by The Blue Room Theatre Summer Nights & Whiskey & Boots
Cabaret Award Presented ABC Radio Perth
The Flaming Locomotive WINNER:
Independent Venue Award Presented oOh! Media
Betty Grumble: Sex Clown Saves the World presented by DON’T BE LONELY WA WINNER: Minor Major Marlene presented by Ali Bodycoat
WINNER: Noodle Palace
FRINGE WORLD AWARDS // 93
Children’s Event Award Presented City of Perth
Free & Community Award Presented Lotterywest
WINNER:
WINNER (JOINT):
Fractured Fairytales presented by Mandurah Performing
Perth Chinese New Year Fair presented by Chung Wah
Arts Centre
Association, Inc.
WA WINNER:
Under the Sky Sessions presented by City of Stirling’s
Crazy Hat Day - Music Fun with Libby Hammer
Summerset Arts Festival
presented by Mo Productions
Circus Award
Music & Musicals Award Presented Nova 93.7
Presented Howling Wolves Margaret River WINNER: WINNER (JOINT):
So Fresh: The Fairly Average Dance Party presented by
Sinsuality 2: Back in Bed presented by BarbieQ &
Fairly Average Productions
Kinetica Pink on the Inside - David Eriksson presented by Danger Cabaret
Theatre Award Presented Cathedral Square
Comedy Award Presented Gage Roads Brewing Co,
WINNER: Bus Boy presented by The Blue Room Theatre Summer Nights & Rorschach Beast
WINNER (JOINT): 99 Schnitzels (Veal Ain’t One) presented by Josh Galanc and Dead Man Butt Kapinski presented by The Blue Room Theatre
Visual Arts Award Presented BDO
Summer Nights & Hey Boss WA WINNER:
WINNER:
6056 presented by Shannon Toyne
Toni Wilkinson - The Park presented by Perth Centre for Photography
Dance & Physical Theatre Award Presented K&L Gates WINNER: Djuki Mala WA WINNER: Loco presented by Danza Viva
Film & Multimedia Award Presented Channel Nine WINNER: Next Gen Short Film Festival presented by Jazam Films
“
McLaren said his one-man, stand-up show took out the award for the Best WA Comedy at the recent Fringe World Festival. ‘I was incredibly humbled at how well my show was received at Fringe and it’s really opened some doors for me,’ he said.” - Stephen Bevis, Fringe Artists do the heavy lifting, The West Australian, 8 Feb 2016
94 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT
FRINGE WORLD Team The 2017 FRINGE WORLD Festival was created by 3,461
OPERATIONS
participating artists, 628 paid FRINGE WORLD staff
Operations Manager
Mon Wajon
Front of House Coordinator
Sophie Quaile
(casual, permanent or full time) and 547 volunteers. This does not include staff and volunteers working at the
PRODUCTION AND TECHNICAL
many independent venues and hubs across the Festival
Production Manager
Katie Dixon
Workshop Production Coordinator
Nat Nivison
such as Noodle Palace, Sunset Verandah, The Blue Room and Freo Royale or staff employed by key contractors working on the Festival.
FRINGE WORLD is produced by ARTRAGE Inc. a Not-For-
Jared Nelson Logistics Production Coordinator
Bec Cooen
Technical Manager
Blake Granston
Technical Coordinator
Samantha Martin
MARKETING
Profit cultural organisation and charity that has been
Senior Marketing Coordinator
at the forefront of evolving the culture of Perth and WA
Marketing Coordinator
Pia Fruin
Marketing Intern
Nicole Tan Emery
since 1983.
Melisa Jasa
BOX OFFICE ARTRAGE BOARD
Box Office Manager
Tiffany Creasey
Hon Chairperson
Anthony Robinson
Box Office Coordinator
Cheryl Mizzi
Hon Vice Chairperson
Lindsay Oâ&#x20AC;&#x2122;Sullivan
Erica McLachlin
Hon Treasurer
Michele Fletcher
Hon Secretary
Rebecca Tunks
Board Members
John Goodlad
IT Support
Nic van Essen
Ticketing Assistant
Elizabeth Jilbert
Kyle Jeavons
PARTNERSHIPS
Saffron Solomon
Partnerships Manager
Ellie Rafter
Co-opted Board Members
Partnerships Coordinator
Indi Ranson
Ahmad Abas
Bonnie Davies BRAND Studio Papa EXECUTIVE
Marcus Taylor
Chief Executive
Marcus Canning
Festival Director
Amber Hasler
Business Director
Kenny Lye
PUBLICITY Buzz Marketing
Marketing Director
Joanna Hos
Sian Collins
Program Manager
Kylie Brown
Jessee Lee Johns
Producer: FRINGE Central
Elizabeth Walker
Producer: The Pleasure Garden
Hannah Rule
TICKETING AND REGISTRATION
Producer: Cathedral Square
Liz Newell
SYSTEM Derek Lavine
PROGRAMMING
Ben Hagley
WEBSITE BUILD Studio Robot
3d Resourcing
Producer: Venues Ruth Morris Regional Tour Coordinator
Georgia Foulkes-Taylor
BAR SERVICES Independent Events Director Marcus Sarich
BUSINESS & ADMINISTRATION Business Systems Manager
Amir Barber-Skwarko
ROOFTOP MOVIES
Senior Administration Coordinator
Lindsay Mulcahy
Producer James Taylor
Accounts Coordinator
Shashi Settinayake
Administration Coordinator
Brianna Wotzko
Kate Cassidy
FRINGE WORLD TEAM & PARTNERS // 95
Partners
Department of Culture and the Arts
D I G I TA L P R I N T
“
Since the inaugural event in 2011, Fringe World festival is now the third biggest event of its type in the world, and the biggest annual cultural event in the state. It’s genuinely quirky – not a word I would have associated with Perth – and staggeringly popular. The Fringe is a perfect symbol for Perth’s changing face: it provides opportunities to local and visiting artists alike, and it has tapped the city’s appetite for the arts. Give it another year or two and the transformation should be complete.” - Andrew Stafford, 48 hours in Perth: street art, small bars, quokkas, beaches and Bon Scott, The Guardian, 25 Feb 2017
Front Cover photo by Georgia Foulkes-Taylor. Back cover photo by Cam Campbell