Impact Report
MARKETING
ARTRAGE BOARD Chairperson Vice-Chairperson
Vice-Chairperson
Anthony Robinson
ARTRAGE Marketing Manager
Mel Jasa
Lindsay O’Sullivan
ARTRAGE Marketing Coordinator
Dana Nguyen
Kyle Jeavons
ARTRAGE Graphic Designer Khazia Wong
Ezra Hefter
FRINGE WORLD Marketing Coordinator
Bruna Aguiar
FRINGE WORLD Fringefeed Writer Volunteer
Grace Flynn
Hon Treasurer
Hon Secretary
Gabrielle Vitali
Board Members
Howard Cearns
Saffron Solomon
OPERATIONS / FOOD & BEVERAGE / FRONT OF HOUSE
Renee Wingfield
ARTRAGE Operations Manager
Daniel Bruce
Megan Anwyl
ARTRAGE F&B Coordinator
Sarah Cole Bowen
(Resigned JUN 2021)
FRINGE WORLD Operations Coordinator
James McMahen
ARTRAGE EXECUTIVE
FRINGE WORLD Staff & Volunteer Coordinator
Clare Masolin
ARTRAGE Chief Executive Officer
Sharon Burgess
FRINGE WORLD Front of House Coordinator
Liam Guiney
ARTRAGE Marketing Director
Joanna Hos
ARTRAGE Business Director
Amy Riley
PARTNERSHIPS
Amber Hasler
ARTRAGE Partnerships Manager
Indi Ranson
(Resigned FEB 2021)
FRINGE WORLD Partnerships Coordinator
Ariane Beyer
FRINGE WORLD Festival Director
ADMINISTRATION ARTRAGE Administration Coordinator
Kiera Owen
FRINGE WORLD Administration Coordinator
Elise Hiatt
FRINGE WORLD Customer Service Administrators
Maytahl Rose
Nathan Lewis Belinda Gerard
PRODUCTION ARTRAGE Production Manager
Katie Anne Dixon
ARTRAGE Production Coordinator
Will Richards
FRINGE WORLD Facilities Coordinator
Liam Kirwan
FRINGE WORLD Logistics Coordinator
Kate Brennan
PROGRAMMING
BOX OFFICE & TICKETING ARTRAGE Ticketing Manager
Tiffany Creasey
ARTRAGE Senior Ticketing Coordinator
Cheryl Mizzi
ARTRAGE Creative Producer
FRINGE WORLD Program Manager
Justin Marshman Ruth Morris (Resigned JUN 2021)
FRINGE WORLD Box Office Coordinators Cat Holker
FRINGE WORLD Program Producer
Kylie Baker
Josh Chapman
FRINGE WORLD Participant Services Producer
Alyssia Boyer
FRINGE WORLD Program Coordinators
Julia Martini
CINEMAS ARTRAGE Cinema & Special Events Producer
Natalie Oakes Courtney Meagher
Rooftop Movies Coordinator Rodney Bayliss
FINANCE ARTRAGE Business Manager (Maternity Cover)
Sue Hobson
ARTRAGE Finance Coordinator
Melanie Jones
TECHNICAL FRINGE WORLD Technical Manager
Simon Cook
FRINGE WORLD Technical Coordinator
Meredith Rehburg
SECURITY
NPB Security
PUBLICITY IT & SYSTEMS
Buzz Marketing
WEB, DIGITAL
Katalyst Interactive,
Equilibrium, Dilate
AVR
ARTRAGE IT & Systems Manager
Amir Barber-Skwarko
ARTRAGE IT & Systems Coordinator
Adam Dance
REGISTRATION SYSTEM
FRINGE WORLD Festival IT Coordinators
Amy Collyer
TICKETING SYSTEM
Joshua Coyle
IT
Red61 Ticketing System Deltaworks
Contents CEO Welcome
04
At A Glance
06
Financial Breakdown
08
Wins & Learnings
10
Audience Profile
14
Cultural & Social Impact
26
Program & Ar tists
38
Suppor ting Acts
52
Marketing & Media Reach
58
Rooftop Movies
64
Girls School Cinema
68
Economic Impact
72
Attendance Methodology & Sur vey Size
81
2021 Par tners
82
ARTRAGE Inc. acknowledges the Whadjuk People of the Noongar Nation as the traditional custodians of the land on which we Fringe and pay our respects to elders past, present and emerging. Cover: Allstars Audience. Photo by Cam Campbell. Inside Cover: Ruben Kaye. Photo by Wade Ranson.
ARTRAGE INC
2020/21 IMPACT REPORT
CE O We lco me Welcome to the 2020/21 Impact Report for the not-for-profit registered cultural charity ARTRAGE Inc.
ARTRAGE managing two hubs and the rest of the venues managed by independent companies and presenters. The model is one that allows for great opportunities for both emerging and experienced performers, and likewise diversity in audience engagement.
The past 12 months have been a time of great challenge and uncertainty but also of hope and joy for the ARTRAGE team.
ARTRAGE relies heavily on earned income from ticket sales, and as such the COVID-19 restrictions hit our
The joy that I have seen over the past 12 months is the
bottom line hard. We’ve experienced loss of income
joy that our artists experienced when they were able to
from venue capacity reductions at Girls School Cinema
take the stage and the joy of audiences’ who celebrated
and Rooftop Movies, reduction in event participation at
the artist’s work, with the 2021 FRINGE WORLD Festival
FRINGE WORLD due to border restrictions, and income
delivering $5.7 million in box office returns to participating
losses due to capacity restrictions and the Perth
artists and arts companies.
lockdown in February.
The hope I’ve experienced comes from the knowledge
The lockdown took place in the Festival’s third week and
that the pandemic did not diminish our audiences love
whilst some shows were able to re-commence in our
of Fringe, indeed if the February lockdown had not have
final week, they did so with further capacity restrictions.
occurred, we would have been on track to have achieved
This resulted in more than 70,000 tickets being refunded
an estimated 564,271 free and ticketed attendance,
and the income loss left ARTRAGE with a net deficit of
compared with the final result of 468,850 (which is still
$1.08 Million.
a figure to be proud of ). We have been able to recoup some of this lost income FRINGE WORLD was one of the first major arts festival
through the Getting the Show Back on the Road (GTSBOTR)
in the world to be presented post COVID-19. It was a
Shared Risk Funding Stream through the Department of
celebration of our homegrown WA artists (94% of all
Local Government, Sport and Cultural Industries (DLGSC).
artists) and ARTRAGE implemented a range of measures to
More information about this is on Page 48.
support artists during the uncertain times such as rolling releases, deferred payments and other initiatives outlined
During the Festival we directed patrons to donate to
on Pages 10-11. ARTRAGE also reduced the footprint of its
the Fringe Fund to support artists impacted. Total funds
managed venues from five hubs in 2020 to two hubs in
raised was $91,248.81 consisting of patron donations,
2021 (i.e. The Woodside Pleasure Garden and Girls School)
significant donations from the Ungar Family Foundation,
so that we could direct more audiences to the local
Festival partner Woodside through an employee matched
businesses who experienced significant hardship last year.
funding initiative, and Gage Roads Brew Co. who topped up the Fringe Fund through sales from Hello Sunshine
The FRINGE WORLD model is one that continues to
Cider. 100% of these funds have gone directly to artists
fulfil a significant demand within our cultural ecology,
and venues who lost ticket sales. Read more about this
but its structure is often misunderstood. Whereas most
on Page 48.
performing arts venues and arts festivals curate their
44
program, FRINGE WORLD is open-access. It is the artist
Based on an 19/20 Annual Report analysis conducted by
that chooses to participate, and the audience who
Business News1, ARTRAGE is the largest arts and cultural
chooses where to spend their money. Artists make money
organisation in terms of patron attendance and third
through a box office split arrangement with a venue, with
largest in terms of total revenue. Despite delivering huge
CEO WELCOME
impact to the state, ARTRAGE does not have sufficient
•
Commissioning new work and regional touring so
recurrent state government funding and ranks 10th per
that more WA artists and audiences can experience
patron investment from state government and 10
artistic work in non-peak times of the year.
th
for
government investment as a percentage of total revenue. In 19/20 the WA state government funding per FRINGE
ARTRAGE’s plans for the future are focussed on delivering
WORLD patron was $1.50 whereas the other top 10 cultural
more value to our artists and reaching more diversity of
organisations had between $12 - $57 in support. ARTRAGE
audiences. The success of ARTRAGE is thanks to talent of
is in discussions with the state government to address this
our artists and the enthusiasm of our audiences, which is
disparity as the funding deficit means that ARTRAGE is
why we are driven to deliver more back to them.
facing a financially precarious future. Our other key stakeholder is our partners. Many of our With security of funding at a fiscally fair level, ARTRAGE
sponsors have themselves had a tough 12 months, but
will be able to expand its services and in particular deliver
this did not diminish their passion and commitment
on these key initiatives that align with the organisation’s
for our vision; we are so grateful to each and every
Purpose and are achievable within a 3–5-year time frame:
one of them.
•
Fringe Artist Bursaries for emerging WA performers, first
Finally, I would like to give my warmest thanks to the
nations artists and to support accessibility costs for
ARTRAGE staff and Board, with appreciation to Amber
shows (e.g. audio descriptions, AUSLAN interpretation
Hasler who resigned in 2021 after 15 years with the
and relaxed performances).
organisation; thank you Amber for your contribution and we wish you well.
•
Outreach Program so that Culturally and Linguistically Diverse (CALD) communities and economically
Thank you and I hope you enjoy the read.
disadvantaged groups have the opportunity to engage with the Festival. •
Reducing FRINGE WORLD artist ticket fees to deliver greater financial returns to artists.
1
Sharon Burgess ARTRAGE CEO
https://www.businessnews.com.au/List/arts_cultural_organisations
Our Purpose
Our Vision
To enrich and evolve the culture of Western Australia by creating open artistic opportunities for audiences and artists.
To embed arts in the hearts and minds of all Western Australians.
Our Mission
The Way We Work
To provide enduring benefits for artists, audiences and a diverse family of stakeholders through presenting cultural events with global appeal.
We mainstream Fringe culture. We surprise & delight. Our success is defined by the success of our artists. We make Perth better.
5
ARTRAGE INC
2020/21 IMPACT REPORT
At a Glance 468,850
226,800
Attendance at Free and Ticketed Events
Attendance at Ticketed Events
$19.9 Million Direct Economic Impact
$5,970,479
$23 For every $1 of State Government investment, $23 stimulated and spent in the local economy
Spent at the Box Office
470
$1,486,384 Tourist Expenditure
ARTRAGE Employees
257 Total FTE Jobs Stimulated
6
AT A GLANCE
559
$28 Average Ticket Price
Events
Event Genre Split
Artists
ahead, with 85 events cancelled
74% Average
Venues
due to lockdown
Bums on Seats
32% Comedy • 17% Music and Musicals • 15% Cabaret and Variety • 14% Theatre and Performance • 7% Children's Events • 3% Community and Special Events • 4% Circus • 4% Dance + Physical Theatre • 3% Visual Arts & Film • 1% Street Performance + Busker
94%
4%
74%
2%
ARTIST ORIGINS
2,470
130
474 events went
56%
Artists likely
Artist goals
to recommend
were achieved
FRINGE WORLD
or definitely
to other artists
achieved
1.4 Million
$3.4 Million
Website Sessions | 8.10.20-28.2.21
Media Coverage | 8.10.20-28.2.21
+14%
135k+ Email Subscribers
+12%
+13%
68k+
29k+
Facebook Fans
Insta Followers
31,364
$551,101
Ticketed Cinema Attendance
Total Cinema Box Office income
7
ARTRAGE INC
2020/21 IMPACT REPORT
Financial Breakdown KEY TAKEAWAYS FROM THIS BREAKDOWN: 2021 figures are projections based on actuals to May 2021 and projections for the remaining month of the financial year. All figures are consolidated and include ARTRAGE HQ, FRINGE WORLD Festival, Rooftop Movies, Girls School and Encore.
∙ 100% of the Fringe Fund is returned to artists. See Page 48 for details. ∙ Customers are charged a Transaction Fee to cover some of the bank charges and presenters contribute a Ticketing Fee towards the cost of delivering a ticketing and box office service. ∙ Except for ARTRAGE Managed Venues, the organisation does not receive any of the box office income of shows. 2021 includes Encore.
Income 39% 11%
8
BOX OFFICE REVENUE - PAID TO FRINGE WORLD ARTISTS FOOD & BEVERAGE SALES
8%
TRANSACTION & TICKETING FEES
7%
IN KIND SPONSORSHIP
6%
STATE GOVERNMENT FUNDING
5%
CASH SPONSORSHIP (CORPORATE)
4%
BOX OFFICE REVENUE - CINEMAS
4%
BOX OFFICE REVENUE - FRINGE WORLD
4%
STATE GOVERNMENT GTSBOTR
3%
FEDERAL GOVERNMENT
3%
REGISTRATION, EVENT ADVERTISING,
2%
OTHER EARNED INCOME
2%
LOCAL GOVERNMENT SPONSORSHIP
1%
DONATIONS (FRINGE FUND)
1%
ARTRAGE PROGRAMS
(DLGSC & LOTTERYWEST)
MANAGEMENT FEE
INSURANCE GRANT
FUNDING (JOBKEEPER)
PARTNER ACTIVATION
(CITY OF PERTH)
0.4%
VENUE & EQUIP HIRE REVENUE
0.3%
FEDERAL GOVERNMENT FUNDING (CASH FLOW BOOST)
FINANCIAL BREAKDOWN
∙ For venues that ARTRAGE manages (The Woodside Pleasure Garden and Girls School), ARTRAGE takes a Management Fee of 32% of the shows box office. This covers some of the costs of presenting the venue. ∙ More information relating to the State Government GTSBOTR Insurance Grant is available to read about on Page 48,
$5,718,274 Paid to FRINGE WORLD
∙ Food and Beverage sales only relate to ARTRAGE Managed Venues (The Woodside
Artists from Box Office
Pleasure Garden, Girls School and Rooftop Movies).
Revenue in 2021
ARTRAGE ANNUAL REPORTS AND FINANCIAL REPORTS ARE AVAILABLE ON THE ACNC WEBSITE.
Expenditure 39%
PAYMENTS TO FRINGE WORLD
10%
MANAGEMENT, PROGRAMMING, MARKETING
ARTISTS - BOX OFFICE
& PARTNERSHIPS PERSONNEL
9%
EQUIP HIRE, TRANSPORT &
8%
PRODUCTION & TECHNICAL PERSONNEL
8%
MARKETING EXPENDITURE
4%
ON COSTS & ALLOWANCES
4%
FOOD & BEVERAGE EXPENDITURE
4%
BOX OFFICE & FRONT OF
4%
CONSUMABLES EXPENDITURE
HOUSE PERSONNEL
OTHER VENUE COSTS
3%
ADMINISTRATION EXPENDITURE
3%
VENUE HIRE COSTS
2%
FOOD & BEVERAGE PERSONNEL
2%
SECURITY PERSONNEL
9
2020/21 IMPACT REPORT
ARTRAGE INC
Wins & Learnings ARTRAGE takes a consistent and incremental approach to improving its projects. The following are some of the key wins and learnings that our team has identified from the 2021 Festival.
Artist AMA Commitments FRINGE WORLD held an Ask Me Anything (AMA) in March 2021 so that artists could raise questions and concerns with ARTRAGE CEO Sharon Burgess.
Lifeline Partnership
Access & Inclusion Plan
In 2021, FRINGE WORLD Festival
We are year two into our five-year
formed its first charity partnership
Access & Inclusion Plan. Of the 123
with Lifeline WA. Our aim was to raise
deliverables, we have executed 109,
much-needed awareness and funds
resulting in 50 of the 60 actions in
for Lifeline WA’s important work in
the plan being completed.
crisis support and suicide prevention.
•
The following were the key
More than $7,000 was raised in 2021
A review of the Access & Inclusion
actions that the Festival agreed
through donations made by FRINGE
Plan will be undertaken in 2021, with
to in response to artist feedback:
WORLD customers over the flagship
an eighth objective added to expand
Mental Health Weekend and over
and evaluate ARTRAGE’s commitment
Develop a Participant Feedback
the duration of the festival. We look
to reconciliation and inclusion of
Group to provide input into the
forward to seeing the partnership
Aboriginal and Torres Strait Islander
grow in the coming years.
peoples in ARTRAGE activities.
Audience Engagement
Fringey Offers
Festival decision-making process. •
Investigate ability for customers to pre opt-in so that they can choose to donate to the show if there is a cancellation that is not the fault of the presenter.
•
Share non-commercially sensitive information related to the Festival’s COVID safe plan.
•
Investigate viability of box office advances for independent venues.
• •
Investigate viability of lower ticket
Through engaging more with
Fringey Offers is one way that
fee for family tickets.
FRINGE WORLD Friends and
we support local businesses. 53
digital subscribers year-round we
businesses signed up to have their
will keep ARTRAGE events front
business and special offers promoted
Communicate how presenters
of mind with customers, to the
on our website and through a special
can participate and contribute
benefit of all of our stakeholders
printed guide. Pink lights and other
to ARTRAGE.
(artists, partners and audiences).
Fringe Flair were also supplied.
Full review of the participant/ artist pass system.
•
Colour Scale Indicates Level of Achievement
10
Requires Attention
Mostly Achieved
Achieved with Annual Improvements
WINS & LEARNINGS
Cancellation & Rescheduling
Reusable Cup Initiative
ARTRAGE Managed Bars
The Perth lockdown required the Festival to
As part of our Environmental Sustainability
ARTRAGE receives a low level of state
refund more than 70,238 tickets in a short
Action Plan we removed all single-use
government investment and thus relies
amount of time alongside rescheduling
plastic cups at ARTRAGE Managed Venues.
heavily on earned income from ticket sales
hundreds of sessions for a variety of
There were some communication and
and food and beverage sales. ARTRAGE
venues and presenters. Improvements need
operational issues, but for the most part
bars (FRINGE WORLD, Girls School
to be made to Festival systems so that
this was a successful new initiative. Just
and Rooftop Movies) were previously
in the event that mass ticketing changes
over 120,000 single use cups would have
managed by a contractor, but for 2021 and
are required, there is a better quality of
been used at the 2021 Festival if we
beyond this has been moved in-house to
experience for patrons and artists.
had not have introduce reusable cups.
maximise revenue and customer servicing.
Venue Reg Fee Removal
AVR Developments
Fringefeed News & Reviews
Payment of an event registration fee is
Considerable time and budget was
Fringefeed.com.au was launched in
an income stream for the Festival and
allocated to develop the Artist & Venue
2018 and has been a successful way
contributes to some of the administrative
Registration (AVR) system that feeds
to promote shows through news and
costs. There was also previously a venue
into the Festival ticketing platform.
reviews. For 2021 we incorporated
registration fee, but for the 2021 Festival
Improvements were made to reduce
Fringefeed into the main FRINGE
this was waived to support venues, which
organisational administrative burden
WORLD website and app, so that more
had been hit financially by COVID-19.
and improve service delivery to artists
people can engage with the content.
The Festival has committed to no venue
and venues. Key developments included
Pageviews increased by 25.5% in 2021
registration fees in the future.
digitising agreements and settlements.
compared to the previous year.
Rolling Releases & Registrations
Deferred Artist Fees
The FRINGE WORLD App
With the uncertainty of COVID-19
Event registration fees for the 2021 Festival
The Festival worked with top digital
border restrictions, the Festival
could be deferred until settlement, and if
consultancy Equilibrium to produce the first
had rolling registration and ticket
the event was cancelled or did not make
FRINGE WORLD App, thanks to Woodside
sales releases so that shows could
enough money to cover the fee then it was
support. The app was designed to make it
register as and when they were able
waived by the Festival. This was another
easier for customers to find and purchase
to confirm their ability to enter the
way that ARTRAGE provided additional
and manage their tickets so that more
state/participate in the Festival.
support in light of COVID-19 impacts.
people attend more shows.
11
Sinsuality: 6 on the beach. Photo by Sean Breadsell.
13
ARTRAGE INC
2020/21 IMPACT REPORT
Audience Profile FRINGE WORLD reaches practically every demographic and market segment - from cultural connoisseurs through to mainstream professionals who rarely engage with the arts. Even after a challenging mid-festival lockdown FRINGE WORLD audiences flocked back to shows and events with the Festival and Encore season clocking over 468,850 in attendees. Audience statistics are derived from FRINGE WORLD’s own ticketing system data and approximately 1,935 audience surveys completed by individual audience members.
Ticketed Attendance by Age It was amazing to see the
Our audience demographics continue to reflect our diverse program, boasting a steady and even distribution of ticketed attendance by age.
streets of Perth alive with 2020
artists and art lovers in such a huge contrast to what was
2020
happening elsewhere in the
2021
world. Made me so proud and thankful to be a
61,905
- Customer aged 66-71,
14
41,822
33,619
7,909
<250
745
< 17
8,299
42 - 47
16,510
36 - 41
21,739
24,765
30 - 35
22,701
25,963
33,001
6,579
47,619
47,495
Perth CBD. 2021.
9,781
20,374
20,637
46,129
50.849
67,495
West Australian
18 - 23
24 - 29
48 - 53
54 - 59
60 - 65
66 - 71
72+
2021
AUDIENCE PROFILE
FRINGE WORLD is an explosion of culture that takes you to places in Perth you probably never knew existed! We simply love it! Customer aged 36-41, Ferndale. 2021.
Catherine Summers All About Ella. Lamont’s Bishops House. Photo by Sean Breadsell.
15
ARTRAGE INC
2020/21 IMPACT REPORT
Median Age Comparison The FRINGE WORLD audience continues to hold a median age close to that of the Greater Perth Area (ABS, Census, 2016). This means that our audience spread is reflective of the wider community. While median age is the preferred method of indicating age as it excludes the outliers our average age is 46.9 within the 42-47 age bracket.
45.5 44.5
Greater Perth Population FRINGE WORLD Audience
45.5
44.5
44.5
44.5
42.6
38.5
36
2015
2016
2017
2018
2019
2020
2021
Audience Occupation
53%
Over half the surveyed audience are identified as Professionals with 81% of all occupations indicating that they work outside of the Perth CBD, These results promote the idea that Fringe audiences are well spread throughout greater Perth and are willing to travel to see a show.
15% 12% 6%
6% 3%
Professional
16
Office / Admin
Retired
Other
Student
Home Duties
2%
2%
2%
Technical
Unspecified
Unemployed
AUDIENCE PROFILE
Audience Insights Steady representation of children’s programming and targeted advertising continues to attract families to Fringe. Of the surveyed audience 9% indicated that they were accompanied by a teenager with a further 12% indicating that they attended with a primary school aged child or younger.
2020
T TIC KE T
T
T
T
KE
KE
TIC
TIC
9%
KE
KE
19%
TIC
T TIC
Were accompanied to an event by a CHILD OR TEENAGER
T
T KE
PRE-SCHOOL/ YOUNGER
TIC
PRIMARY SCHOOL AGED
4%
KE
KE
TEENAGER
8%
TIC
TIC
9%
2021
TIC 4.6
WORK IN THE PERTH CBD inc. East, West + Northbridge.
Identify with an ETHNIC OR CULTURAL GROUP.
4.1
AVERAGE NUMBER OF TICKETS PURCHASED per customer account.
17
ARTRAGE INC
2020/21 IMPACT REPORT
Top Reasons for Attending
Net Promoter Score Net Promoter Score (NPS) is
Artist benefit from growth in audiences who indicate they attend event offerings to be entertained or to see a specific show.
a performance metric used to rate a company’s customer
2020
service and HOW LIKELY A
2021
CUSTOMER WOULD BE TO
70%
RECOMMEND A COMPANY
68%
TO PEOPLE THEY KNOW. 56%
56%
54%
NPS 67
52%
To be ENTERTAINED
To enjoy the FESTIVAL ATMOSPHERE
A NPS above 50 is considered excellent and by comparison* Apple has a NPS of 47 and ebay has a NPS of 9.
To see a SPECIFIC SHOW
Prime Motivator for Attending
*https://customer.guru/net-promoter-score/top-brands
Fringe goers inclined to stay at home indicate they attend our events to share in cultural experiences with friends and family.
2019
69%
2020
FRINGE WORLD
65% 50%
47%
38%
has affordable prices which allow us the opportunity as
35%
parents to enjoy a night out on
9% 9%
To expose themselves / others to arts & CULTURAL EXPERIENCES
18
To enjoy a DRINK &/OR MEAL
the town and Would have STAYED HOME if they had not made the trip to FRINGE WORLD
To SPEND TIME WITH A FRIEND, PARTNER OR FAMILY MEMBER
have a laugh. - Customer aged 36-41. Ferndale. 2021.
AUDIENCE PROFILE
Total Attendance at Free and Ticketed Events Border restrictions and capacity limits had significant impacts on 2021 attendance figures 2012
151,773
2013 2014
215,956 372,431
2015
660,093
2016
989,675
2017
758,184
2018
905,898
2019
857,747
2020
829,570
468,850
2021
FRINGE WORLD 440,365 FRINGE ENCORE 29,073
Positive Word of Mouth Drives Audience Growth
The Fringe continues to attract both new audiences alongside growing its loyal
Attendees VISITED MORE THAN ONCE during the 31 day Festival.
Accounts on the FRINGE
Have ATTENDED TWO OR
WORLD ticketing system
MORE FRINGE WORLD
that were created by NEW
FESTIVALS since it was
CUSTOMERS in 2021.
established in 2011.
48%
87%
audience base with 87% of surveyed audiences indicating that they have attended two or more FRINGE WORLD Festivals. In contrast to this, 48% of accounts on FRINGE WORLD’s ticketing system were new customers in 2021 – an indication that audience surveys are more likely to be completed by audiences that have attended multiple Festivals.
93%
19
ARTRAGE INC
2020/21 IMPACT REPORT
Average Cultural Visitation This is important as a means to not only understand the diversity of audiences attracted to the Fringe, but also to see how mainstream audience engagement with Fringe can effect cultural visitation to other arts and cultural experiences and venues throughout the year and over time.
Q: OVER THE PAST 12 MONTHS HOW OFTEN DID YOU ATTEND AN ARTS OR CULTURAL EVENT?
14%
39%
36%
10%
2%
At least ONCE A WEEK
At least ONCE A MONTH
3 - 4 TIMES A YEAR
1 - 2 TIMES A YEAR
NEVER
Visitation and Reach from Interstate and Overseas Our Interstate and International visitors’ ability to attend the festival was significantly affected by border restrictions in place, and the financial risks that both artists and audiences would have to take to travel to WA.
1%
20
0.32%
Interstate
Interstate
and Overseas
and Overseas
Artists
Audience
AUDIENCE PROFILE
Perth Metropolitan Audience Distribution Ticket purchasers come from households in almost every residential postcode in the Perth metropolitan area.
6,500+
6,500+
5,200
4,800
4,100
3,200
2,400
1,600
800
400
100
TOP POSTCODES WITH HIGHEST TICKET SALES 1. 6018 - Karrinyup, Innaloo, Doubleview 2. 6000 - Perth 3. 4. 5. 6. 7.
6163 - Hamilton Hill, Hilton, Kardinya 6019 - Scarborough, Wembley Downs 6050 - Mt Lawley, Menora, Coolbinia 6008 - Subiaco, Shenton Park, Daglish 6164 - Beeliar, Jandakot, Success
8. 6060 - Joondanna, Tuart Hill, Yokine 9. 6065 - Landsdale, Wangara, Wanneroo 10. 6014 - Floreat, Jolimont, Wembley
21
ARTRAGE INC
2020/21 IMPACT REPORT
Unique Attendance The total tickets sold and free attendance overestimates the number of unique visitors, since most attend more than one event, over a range of days. Culture Counts calculates that the unique attendees to FRINGE WORLD Festival 2021 was 53,054. To put this number into perspective, the West Coast Eagles Football Club has 100,000 members and an annual revenue of around $100 million (the largest of any football club in the country). This is compared with FRINGE WORLD’s unique attendees of 53,000 and ARTRAGE’s annual turnover in 2020/21 of $7.8 million.
53,054
UNIQUE ATTENDANCE COMPARISON:
Unique Attendees
100,000
TURNOVER COMPARISON: 53,054
FRINGE WORLD
$7,800,000
WEST COAST EAGLES
$100,000,000 FRINGE WORLD
SPEND TYPE Total Attendance (Free & Ticketed) Ticketed - Fringe World Free - Russell Square Free - Russell Square (New Attendees) Total In-Scope Attendees
WEST COAST EAGLES
TOTAL 468,850 226,800 122,908 5,574 232,374
Average Events Attended Per Person
4.38
TOTAL IN-SCOPE UNIQUE ATTENDEES
53,054
Note: For calculation purposes, Culture Counts estimates approximately 5% of attendees to free events did not attend a ticketed event in the same trip.
22
AUDIENCE PROFILE
FRINGE WORLD Friends Program This annual subscription for FRINGE WORLD fans wanting to get the most out of their festival experience. With access to special ticketing discounts, exclusive events and opportunities, Friends can engage in new ways with even more events and venues, enhancing their Fringe experience. While most Friends sign up before the Festival kicks-off the subscription benefits continue throughout the year. Year-round benefits include special offers, giveaways and experiences with partnering local venues and events, further engaging Friends in the arts and cultural happenings in Perth.
Skip the Line Pass
Friends Night out
Early Release Tickets
Friends Frenzy ACCESS TO 30% DISCOUNTED
UNLIMITED MULTIPASS FOR
EVENTS WITH EXCLUSIVE
FRINGE WORLD FRIENDS GOT
FRIENDS AND A MATE TO JUMP
ACCESS TO DISCOUNTED TICKETS
ACCESS TO BUY FESTIVAL
TICKETS ACROSS A HUGE
THE QUEUE and get the first
AND RESERVED SEATING to a
TICKETS 5 DAYS AHEAD
RANGE OF SHOWS available
choice of seats at key venues.
handful of great shows.
of everyone else.
all Festival long.
77%
Being a Friend is the best - it makes binging on Fringe shows affordable and we just love cashing in on all the year round perks. Big Fans! FRINGE WORLD Friend aged 30-34, Beckenham. 2021.
77%
77%
Friends intend to RENEW THEIR SUBSCRIPTION IN 2022.
$34 Friends agree THAT BEING A FRIEND ENRICHED THEIR FESTIVAL EXPERIENCE.
Friends would RECOMMEND THE FRINGE WORLD FRIENDS SUBSCRIPTION to others.
AVERAGE SAVINGS made by Friends annually.
23
9TEASEFLIX. Photo by Chris Webster.
25
ARTRAGE INC
2020/21 IMPACT REPORT
Cultural & Social Impact ARTRAGE events seek to enrich and evolve the cultural and social experiences of as many West Australians as possible all year-round. FRINGE WORLD Festival continues to offer up a program that is rich in variety at an affordable price offering flow on benefits for WA’s wider community engagement with culture and the arts.
Encourage Future Arts Participation
88%
75%
As the community emerges from lockdowns it is now more important then ever to encourage future participation within the arts. Our respondents strongly maintain that attending FRINGE WORLD will make it more likely for them to attend more arts events and take greater risks in attending lesser known events in the future.
$28
AVERAGE TICKET PRICE in 2021.
ARE MORE LIKELY TO ATTEND MORE ARTS EVENTS in the future after their visit to FRINGE WORLD.
2022
96%
26
Fringe is just all bliss out on self care and entertainment while supporting the rich arts and culture we are lucky enough to
46
FREE EVENTS in 2021.
WILL TAKE GREATER RISKS and see less well-known arts events in the future.
have here in WA PLAN TO ATTEND FRINGE WORLD AGAIN in 2022.
- Customer aged 30-35, Mandurah. 2021.
CULTURAL & SOCIAL IMPACT
Especially in this difficult time of the pandemic it was great to have the Fringe Festival holding place in WA. Well done, We needed this! Customer aged 66-71, Ocean Reef. 2021.
Mermaids at the Woodside Pleasure Garden. Photo by Miles Noel.
27
2020/21 IMPACT REPORT
ARTRAGE INC
Favourite Things About Fringe Q: WHAT ARE YOUR FAVOURITE THINGS ABOUT FRINGE WORLD?
The top three reasons for attending FRINGE WORLD remain; atmosphere and vibe, variety of shows and that Fringe brings the streets of Perth alive with people and entertainment.
83%
78% 69%
68% 59%
38%
ATMOSPHERE + VIBE
Variety of SHOWS
Distinctiveness and Quality
That it brings the STREETS OF PERTH ALIVE with people and entertainment
That it brings ARTS + CULTURE to Perth
88%
AFFORDABILITY OF SHOWS
Variety of VENUES
87%
Our audiences continue to celebrate and acknowledge the high quality of Fringe events presented by Western Australian performers alongside artists from around Australia and the world. Fringe is widely recognised for its diversity and impact as an event that brings the community together as a whole.
28
Audience respondents believe FRINGE WORLD is an EVENT THAT BRINGS THE WHOLE COMMUNITY TOGETHER.
Audience respondents believe that FRINGE WORLD enables them to see HIGH QUALITY PERFORMANCES THEY WOULD OTHERWISE NOT SEE.
CULTURAL & SOCIAL IMPACT
Strengthening Perth’s Image
96%
Participating artists RECOMMEND PERTH AS A PLACE TO VISIT.
Audience respondents believe that FRINGE WORLD is an event that BRINGS THE WHOLE COMMUNITY TOGETHER.
86%
Participating artists who agree that FRINGE WORLD IS AN IMPORTANT PRESENTATION PLATFORM FOR THEIR WORK IN WA.
88%
Audience respondents are PLANNING TO ATTEND FRINGE WORLD AGAIN IN 2022.
75%
Audience respondents agree that FRINGE WORLD contributes to them FEELING SAFER IN NORTHBRIDGE AND THE PERTH CITY CENTRE.
96%
75%
Fringe is just such an
68%
amazing and unique experience. It brings
55%
so much cultural, artistic and community value to our wonderful city, state and beyond! - Customer aged 18-23, South Perth. 2021.
2019
2020
2021
Agree that FRINGE WORLD has CONTRIBUTED TO THEM FEELING SAFER IN NORTHBRIDGE AND THE PERTH CITY CENTRE.
29
ARTRAGE INC
2020/21 IMPACT REPORT
Activations of Perth City and Surrounds FRINGE WORLD is an open-access Festival which means anyone from anywhere is welcome to participate. The popularity of this model continues to promote growth and spread of venues across the state. Not including venues within the city of Perth there were a total of 26 venues in the Northern Metro area, 28 venues in the Southern Metro area and 7 venues in the Eastern Metro area, The 2021 Festival featured three types of venues;
FRINGE WORLD Managed Venue (FWMV) Refers to venues that are managed
Independent Venue
Independent Program Venue
Venues managed by a presenter that are
Venues managed by a presenter that
independent of ARTRAGE, but with a variety
are independent of ARTRAGE and part
by ARTRAGE. In 2021 The Woodside
of shows that is not part of a specific Festival
of a Festival program of multiple events
Pleasure Garden and Girls School
program of events (e.g. Connections Nightclub,
(e.g. Metro City: Magic Nation and State
were FWMV’s.
The Brass Monkey, The Comedy Lounge).
Theatre Centre: State of Play).
1 VENUE 1 VENUE
Town of Cambridge Town of Cambridge of Gosnells CityCity of Gosnells Town of East Fremantle Town of East Fremantle Town of Victoria Park Town of Victoria Park of Nedlands CityCity of Nedlands Town of Mosman Park Town of Mosman Park
4 VENUES 2 –24–VENUES
of Swan CityCity of Swan of Kalgoorlie CityCity of Kalgoorlie of Subiaco CityCity of Subiaco of Bayswater CityCity of Bayswater of Melville CityCity of Melville of Cockburn CityCity of Cockburn of Waneroo CityCity of Waneroo of South Perth CityCity of South Perth
- 10 VENUES 5 -510 VENUES
of Fremantle CityCity of Fremantle of Stirling CityCity of Stirling of Vincent CityCity of Vincent of Mandurah CityCity of Mandurah of Joondalup CityCity of Joondalup
50+ VENUES 50+ VENUES of Perth CityCity of Perth
30
CULTURAL & SOCIAL IMPACT
Access and Inclusion Plan We strive to create open artistic opportunities for as many
2020
2021
audiences and artists as possible. The ARTRAGE Access and Inclusion Plan plays a key part in working towards this goal, so that we can track, report and gain feedback on our progress.
84%
The Plan was developed following feedback from the 2019 Festival and we are now in year two of the five-year plan. We are proud of what we have achieved so far, but there is still much more we can do. The open-access framework means that there is limitations to what we can directly control, but we are
75%
always looking at ways to improve.
Of the 123 deliverables in the Plan we have completed 109 (104 in 2020). This has resulted in 50 (45 in 2020) of the 60 actions in the Plan being completed. We hope to complete the remaining 10 actions prior to end of the five-year action period.
An achievement we are particularly proud of is that in 2020 we rolled out an online booking system for Companion Card tickets through the FRINGE WORLD website, and in 2021 we expanded this to include the Festival App, Rooftop Movies and Girls
Percentage of the 50 ACTIONS COMPLETED.
School Cinema.
89%
Another area that ARTRAGE is seeking to improve is to increase the participation and recognition of Aboriginal and Torres Strait Islander peoples through our work. We will be expanding the Access & Inclusion Plan in the coming 12 months to include outcomes relating to recognition, and consultation will form the basis of developing these outcomes.
122
84%
904
WHEELCHAIR ACCESSIBLE
TICKETS WERE ISSUED TO
PERFORMANCE SPACES
COMPANION CARD HOLDERS
during the 2021 Festival.
during the 2021 Festival.
Percentage of the 123 DELIVERABLES COMPLETED.
31
ARTRAGE INC
2020/21 IMPACT REPORT
DLGSC Benchmarks The majority of the data reported in this Impact Report
For the Culture Counts surveying, 1,832 responses were
is assessed by ARTRAGE using methodology that was
collected from public attendees via online delivery links
originally devised by BOP Consulting UK and using the
sent to the email addresses of ticket holders. Each
survey data outlined on Page 81. The economic impact
survey contained a range of ‘dimension’ questions, asking
of ARTRAGE’s activity has now for the first time been
stakeholders about their experience of the event. These
assessed by Culture Counts.
dimensions have been developed and tested in collaboration with industry, practitioners and academics to measure the
Culture Counts also assessed a portion of the
impact and value of arts and cultural events and activity.
Festival’s audience and stakeholders in order to report as part of its contract requirement with the
The dimensions that ARTRAGE reports on are as follows and
Department of Local Government, Sport and Cultural
were assessed based on asking the surveyed audience to
Industries (DLGSC). ARTRAGE did not proceed with
rate how much they agree or disagree with the statement
Culture Counts assessing all of its survey data
in relation to their attendance at a FRINGE WORLD ticketed
because of budget constraints.
event in 2021:
DOMAIN
DIMENSION
DIMENSION STATEMENT
QUALITY
Captivation
It held my interest and attention
Distinctiveness
It was different from things I have experienced before
Presentation
It was well produced and presented
Meaning
It moved and inspired me
Relevance
It gave me a better understanding of today’s world
CULTURAL
SOCIAL
Access
It gave me the opportunity to access activities I would otherwise not have access to
The metrics Relevance, Meaning, Captivation, Distinctiveness and Presentation are contractual requirements of State Government funding.
PLEASE CLICK HERE TO READ THE FULL FRINGE WORLD REPORT BY CULTURE COUNTS.
32
CULTURAL & SOCIAL IMPACT
Response Level Benchmarks The below chart shows the average dimension results achieved by the FRINGE WORLD Festival, compared to the DLGSC benchmark average and interquartile range (the typical range of results for that dimension).
BENCHMARKING Average response level result overlaid above the benchmark range of average results (i.e. Interquartile range)
CAPTIVATION
ACCESS
82 PRESENTATION
70 MEANING
79
64 RELEVANCE
DISTINCTIVENESS
56
73 NEUTRAL
STRONGLY AGREE
NEUTRAL
STRONGLY AGREE
Count per dimension: 28 < s < 160; 6,144 < n < 23,498. Surveys with less than 30 responses removed prior to analysis. Note: The x-axis starts at ‘Neutral’ (50).
Two out of six comparable dimensions fell within the
with high budgets and high-class acts, which means
DLGSC’s benchmark range for AOIP organisations. This
that depending on which of the 500 shows you’ve seen
indicates that results for ‘Captivation’ and ‘Distinctiveness’
you may have seen either a low-quality or high-quality
are in line with other evaluations undertaken by AOIP
production. As such, the Presentation dimension is not a
organisations. The result for the remaining dimensions
fair way of assessing the Festival. This is akin to judging a
‘Presentation’, ‘Access’, ‘Meaning’ and ‘Relevance’ fell below
basketballer on how many cricket wickets they can take;
the DLGSC’s benchmark range.
you are judging it based on a metric that is irrelevant to its purpose.
The dimension questions were asked of customers in relation to a specific show, which is comparable to how other events/festivals approach the questions and because the questions lend themselves to be asked in that way. FRINGE WORLD is an attractive option for both emerging artists with low budgets and seasoned performers
Likewise, it is irrelevant that audiences may have judged a FRINGE WORLD show as not giving them a better understanding of today’s world (the Relevance metric) because the show’s creators may simply have wanted to entertain the audience, in which case entertainment should be the only relevant metric.
33
ARTRAGE INC
2020/21 IMPACT REPORT
FRINGE WORLD Neighbours
Q: WAS THE FRINGE WORLD TEAM ACCESSIBLE AND RESPONSIVE TO YOUR QUESTIONS OR REQUESTS?
ARTRAGE relies on the support of several stakeholders, including local residents and neighbours, to be able to present its activities for the community to enjoy. We acknowledge that some of these activities can have an impact on our neighbours, in particular those living nearby the
Yes No
36%
2021 FRINGE WORLD Managed Venues; The Woodside Pleasure Garden
30%
Unsure
and Girls School.
N/A We want to thank each and every one of our neighbours for their
14%
support, understanding and patience as we celebrated arts and
20%
culture in WA. 2021 certainly was not easy, but we are grateful for the opportunity to provide the WA community with live entertainment and for the platform for many artists to perform. Our 2021 FRINGE WORLD Neighbours Survey resulted in 72 responses of which 85% are neighbours to The Woodside Pleasure Garden and 13% to
67%
Neighbours WANT THE FRINGE WORLD HUB THEY LIVE NEAR TO RETURN IN 2022.
Girls School in East Perth,
79%
Neighbours are SATISFIED WITH COMMUNICATION FROM FRINGE WORLD STAFF.
79%
Neighbours experienced EASE OF BOOKING
Neighbours agree FRINGE WORLD PROVIDED THEM ACCESS TO ACTIVITIES THEY WOULD OTHERWISE NOT HAVE ACCESS TO.
34
Neighbours were SATISFIED WITH SOUND MONITORING CONDUCTED BY FRINGE WORLD.
FOR FRINGE WORLD GUESTIES TICKETS.
63%
57%
74%
Neighbours agree FRINGE WORLD HAS A POSITIVE IMPACT ON THE LOCAL COMMUNITY.
66%
Neighbours agree FRINGE WORLD MAKES THEM FEEL PROUD OF THEIR LOCAL AREA.
46%
Neighbours were SATISFIED WITH THEIR ACCESS TO RUSSELL SQUARE DURING THE FESTIVAL.
63%
Neighbours agree FRINGE WORLD MAKES THEM FEEL SAFE AND WELCOME.
OUTCOMES CULTURALSOCIAL & SOCIAL IMPACT
Social and Cultural Outcomes for Cinemas
81%
Agree ROOFTOP MOVIES IS UNIQUE TO OTHER VENUES/EVENTS THEY HAVE EXPERIENCED.
99%
Agree GIRLS SCHOOL CINEMA IS UNIQUE TO OTHER VENUES/EVENTS THEY HAVE EXPERIENCED.
89%
Agree ROOFTOP MOVIES CONTRIBUTES TO MAKING NORTHBRIDGE A MORE VIBRANT PLACE.
92%
Agree having GIRLS SCHOOL CINEMA CONTRIBUTES TO MAKING PERTH SPECIAL AS A CITY.
99%
Indicate that ROOFTOP MOVIES IS SOMETHING THAT THEY WOULD LIKE TO DO EVERY YEAR.
92%
Agree GIRLS SCHOOL CINEMA CONTRIBUTES TO MAKING EAST PERTH A MORE VIBRANT PLACE.
35
The Woodside Pleasure Garden. Photo by Miles Noel.
37
ARTRAGE INC
2020/21 IMPACT REPORT
Program & Artists Artist Overview 4%
2%
WA
INTERSTATE
INTERNATIONAL
Artist Origins
2,470
94%
Artists
The ability for Interstate and International Artists to participate in the Festival were significantly affected by border restrictions in place, and the financial risks that these artists would have to take to travel to WA.
2020
Artist Age Range
25%
2021 23% 21%
17%
14%
14%
13% 12%
11%
10% 10%
6% 6%
6% 5%
2%
1%
< 17
38
5%
18 - 23
24 - 29
30 - 35
36 - 41
42 - 47
48 - 53
54 - 59
60+
PROGRAM & ARTISTS
I can say with certainty that I would not be the artist I am today without FRINGE WORLD Festival. - FRINGE WORLD ARTIST, Sylvia Sippl. 2021.
Lucinda Panties Super Funtimes Singalong Jamboree. Photo by Leticia Dick
39
ARTRAGE INC
2020/21 IMPACT REPORT
Events and Total Attendance
559 Events
468,850
474 events went ahead and 85 were cancelled due to lockdown
Attendance at Free and Ticketed Events
Total Sessions
Festival Sessions
Encore Sessions
6,209
5,744
465
of which 3801 went ahead and 2408 cancelled
of which 3434 went ahead and 2310 cancelled
of which 367 went ahead and 98 cancelled
Event Genre Split
32%
Total % split of events Events that were cancelled Events that went ahead 29 150
17%
15%
14%
17 77
19 67
7 71
7% 4 32
4%
4%
3
0
19
22
3%
3%
3
1
16
18
1% 2 2
Comedy
40
Music & Musicals
Cabaret & Variety
Theatre & Performance
Children’s Events
Dance & Physical Theatre
Circus
Community & Special Events
Visual Arts & Film
Street Performance & Busker
PROGRAM & ARTISTS
Average Attendance Due to COVID restriction changes the number of events in the Festival fluctuated throughout. An event has been included in the figures if it registered and went on sale to the public, however around 15% were cancelled in their entirety due to border restriction changes, lockdown and the subsequent restrictions.
PER GENRE:
88%
84%
PER VENUE:
88%
83% 76%
71%
73%
70%
65%
CIRCUS
THEATRE
CABARET
COMEDY
MUSIC & MUSICALS
CHILDREN’S EVENT
ARTRAGE HUB VENUE
INDEPENDENT VENUE
Event Gross Box Office
2020
INDEPENDENT PROGRAM VENUE
2021
71% Less than $2500 $2500 - $5000 $5001 - $10,000 $10,000+
60%
23% 34% 21% 23%
Artists who believe FRINGE WORLD PROVIDES A PRESENTATION SERVICE THAT IS GOOD VALUE.
41
ARTRAGE INC
2020/21 IMPACT REPORT
Artist Performance Experience COVID restrictions in place resulted in a significant increase in local, emerging artists participating in the Festival.
Q: HOW MANY YEARS HAVE YOU BEEN PERFORMING/PARTICIPATING AS AN ARTIST OR PRESENTER?
Under 2 years
2 - 5 years
17%
10 -15 years
28%
15 - 20 years
13%
20% 42
5 - 10 years
18%
20+ years
9%
Artists who have PARTICIPATED IN ANOTHER FRINGE FESTIVAL BEFORE.
15%
PROGRAM & ARTISTS
Artist Feedback
2021
2020
82%
84%
69%
63%
Are SATISFIED WITH THE FRINGE WORLD FESTIVAL from the perspective of a participant.
Agree that participating in FRINGE WORLD is IMPORTANT TO THE DEVELOPMENT OF THEIR CRAFT as an artist.
Artists Compare Festival Quality Rate the quality of FRINGE WORLD against OTHER FRINGE FESTIVALS IN AUSTRALIA .
Rate the quality of FRINGE WORLD against OTHER FRINGE FESTIVALS OVERSEAS.
N/A
BETTER
N/A
BETTER
56%
29%
76%
12%
WORSE
NEITHER BAD NOR WORSE
WORSE
NEITHER BAD NOR WORSE
1%
15%
2%
11%
* N/A responses represent proportion of artists that have not visited or performed at another Fringe Festival in Australia.
* N/A responses represent proportion of artists that have not visited or performed at another Fringe Festival overseas.
43
ARTRAGE INC
2020/21 IMPACT REPORT
Artist Goals Q: HOW SUCCESSFUL WERE YOU IN ACHIEVING YOUR PRIMARY AIMS AT FRINGE WORLD 2021?
27% 2019
29%
2020
36%
2021
32%
27%
25%
14%
4% 4% 3%
1
2
3
4
I did not achieve my primary aims
5
I definitely achieved my primary aims
Reasons for Participating Q: WHAT WERE YOUR PRIMARY AIMS IN PARTICIPATING IN FRINGE WORLD 2021?
66%
65%
2020
64%
2021
51%
45% 36%
41% 35%
29% 29%
13%
8%
12% 12%
3%
To expose my performance/ project to new audiences
44
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
2%
To gain access to funding bodies/ corporate partners
PROGRAM & ARTISTS
Artist Goals Q: WHICH OF THE FOLLOWING BEST DESCRIBES THE PERSONAL FINANCIAL BENEFIT THAT YOU RECEIVED?
9% 2020 13%
It was a good earner for me
2021
22% I was happy with the amount but it could have been better
23%
9% I was disappointed with the amount but still made something
7%
18% I covered my costs only
12%
16% I lost money
19%
27%
Other
86%
Artists who agree that FRINGE WORLD IS AN IMPORTANT PLATFORM for their work in Western Australia.
26%
86%
Artists who agree the Festival PROVIDES AN OPPORTUNITY TO SHOWCASE THE WORK OF EMERGING ARTISTS.
96%
Artists who would RECOMMEND PERTH AS A PLACE TO VISIT.
74%
Artists who would RECOMMEND FRINGE WORLD TO OTHER ARTISTS.
45
ARTRAGE INC
2020/21 IMPACT REPORT
Artist Experience The 2021 Festival saw the introduction of key new initiatives
•
of participants. FRINGE WORLD Festival operates on an openaccess model, whereby anyone whom wants to register an
Flexible registration dates and systems so that artists could register only when they were ready and;
that focused on broadening and strengthening the experience •
Clear cancellation guidelines with no cancellation fees if cancellation was due to COVID-19.
event pays a registration fee, secures a venue and can present their show. This model allows for incredible opportunities for all levels of artists and types of venues who are ready for the challenge of a large marketplace. Participation is not without its risks and requires venues and artists to invest a substantial amount of time and money, often with the only source of income being from ticket sales. Due to COVID-19 and the restrictions in place, 2021 presented new challenges for artists and venues including; Interstate and International border closures, capacity restrictions and reduced ability to earn ahead of the Festival. FRINGE WORLD Festival put in place a range of measures to support artists and venues as much as possible during this time. These measures included; •
Unfortunately, mid-festival artists experienced a lockdown and subsequent restrictions being put in place. This resulted in a number of event cancellations and the requirement to operate at reduced capacity, all of which had grave impacts on the artists’ income. It is estimated that 349 events were directly impacted, and over 2,751 sessions, with even further events and sessions indirectly impacted.
The Department of Local Government supported a number of artists through the Getting the Show Back on the Road Funding Stream, and patrons supported events through donations to the Fringe Fund. Although over $885,000 was distributed by both of these funds, in addition to external funds such as LOCKSTOCK, these were only able to cover a small portion of the losses experienced by artists.
No upfront costs through the removal of venue
Our artists have shown great strength and resilience
registration fees and option to defer event registration
throughout this time, however FRINGE WORLD will continue
fees and a portion of advertising costs to be deducted
to look at ways to further support artists and reduce the
post event;
risks involved in participating in the Festival in the future.
Participant Services
Development
Participating in the FRINGE WORLD Festival program gives
Another key motivation for a show’s involvement in the
artists and venues access to a number of key services that
Festival is for its participants to access the development
support them in presenting a successful season.
opportunities it provides. This includes; a Festival Pass System - providing discounts and access to shows; Artist
While the delivery of a show is the responsibility of the artist
Central – a home from home for participants to unwind
and chosen venue, FRINGE WORLD provides access to AVR
and; Arts Industry Exchange – providing opportunities for
for registration and matching services, the Red61 Ticketing
local arts industry to connect and engage with performers
System to sell tickets, and access to ticketing reports and
to promote future presentation opportunities.
data through MyTix. All registered shows are then included
46
on the website and new in 2021, the FRINGE WORLD Festival
In 2021 we were also privileged to have hosted Vaughn
App. The Festival is responsible for sharing information about
McGuire who delivered a stunning Welcome to Country
the shows through a Festival-wide marketing campaign,
and traditional smoking ceremony at The Woodside
complimented with FringeFeed, our one stop review platform.
Pleasure Garden to launch the 2021 Festival season.
PROGRAM & ARTISTS
2
FRINGE WORLD Managed Venues
128
Independent Venues
Festival Program The FRINGE WORLD Festival program is well known for bringing unmissable entertainment comprised of all art forms and in an accessible way. In 2021 the Festival took place between 15 Jan – 14 Feb 2021, with an extended season FRINGE WORLD Encore taking place between 15 Feb – 1 March 2021.
The program consisted of two key FRINGE WORLD Managed Venues; Girls School and The Woodside Pleasure Garden comprised of both hard walled venues and pop up such as The Edith
165 Performance Spaces
Spiegeltent, The Gold Digger and The Big Top.
FRINGE WORLD Managed Venues were complimented by a strong independent program including; Aces Downstairs at the Maj at His Majesty’s Theatre, The Laugh Resort at The Shoe Bar and Cafe, The Ellington Jazz Club, THE RECHABITE, Super-Kala-FringeA-Listic at The Kalamunda Hotel, Nicked Off at Belgian Beer Café
43 Total Suburbs Represented
and Rubix Bar and Comedy Lounge. New in 2021, Mandurah Fringe took place over one weekend, we saw Splash Pad at Hillaries and State of Play at State Theatre Centre of WA.
Registrations for the 2022 Festival open on 6 July 2021 and we encourage new and returning artists and venues to sign up to participate in the next FRINGE WORLD.
FRINGE WORLD Awards Traditionally, FRINGE WORLD champions high-calibre events
FRINGE WORLD delivered weekly award winners for the first
and artists through the Festival’s awards program. The
three weeks of the Festival prior to the snap lockdown.
awards program highlights events through weekly awards with the winners shortlisted to receive the overall award and prize monies. Due to the lockdown and show cancellations, the difficult decision was made to not present the 2021 FRINGE WORLD Awards with the prize money being diverted to the Fringe Fund. This decision was made to ensure consistency,
CLICK HERE TO VIEW THE FULL LIST OF
creditability, and maintain the integrity of the judging and
2021 WEEKLY
awards system whilst also giving the ability to support the
AWARD WINNERS
artists in need through the Fringe Fund.
47
ARTRAGE INC
2020/21 IMPACT REPORT
GTSBOTR and The Fringe Fund COVID Impact on 2021 Festival
Independent Artists, Producers and Venues
During the Festival, there were border closures, a lockdown
ARTRAGE could only apply on behalf of the venues that it
from 31 Jan to 5 Feb, and subsequent restrictions in place from
manages, and some independent artists did apply for the
5 Feb to 14 Feb that resulted in further closure of some venues and reduced capacities of others. During this time, over 2,751 sessions had to be cancelled or operate at reduced capacity, resulting in a significant financial loss to artists, venues, FRINGE WORLD Festival, and service providers.
scheme. In addition, (DLGSC) is communicating directly with any independent artists, producers and venues who contacted them regarding being impacted by the lockdown and the subsequent restrictions during the Festival. *DLGSC is currently working on a support package for independent artists, producers and venues impacted by the lockdown and period
Getting the Show Back on the Road
of reduced capacity. This program will complement other support available for artists including support through the Fringe Fund.
Getting the Show Back on the Road (GTSBOTR) is a Shared Risk Funding Stream available from the Department of Local
Fringe Fund
Government, Sport and Cultural Industries (DLGSC) that funds
For a number of years, microdonations captured via the FRINGE
a percentage of the box office income loss where there has
WORLD ticketing system have formed the Fringe Fund, a pool of
been a negative impact due to COVID-19 for the presentation
money which funds the artist awards program and other potential
of performing arts and live music events. In order to receive
artist development opportunities. To support the artists impacted
Getting the Show Back on the Road funding, artists and
by reduced income from the February lockdown, the Festival
presenters had to apply to DLGSC for pre-approval.
directed patrons to donate to the Fringe Fund. This campaign, in addition to significant donations from the
ARTRAGE Approved for 50% of Lost Revenue
Ungar Family Foundation; Festival partner Woodside through
ARTRAGE submitted for pre-approval on behalf of the shows
Co. who topped up the Fringe Fund through sales from Hello
in the FRINGE WORLD Managed Venues (i.e. The Woodside
Sunshine Cider, has generated $91,248.81.
Pleasure Garden and Girls School) and communicated the GTSBOTR scheme to independent venues and presenters so they could apply on behalf of the venues that they manage. ARTRAGE subsequently submitted an application that was awarded support of 50% of lost box office revenue, equating to $1,404,734. This means that every FRINGE WORLD managed venue impacted session* will receive a payment of 50% of their lost box office income** *Every impacted session includes: •
Shows scheduled in a FRINGE WORLD Managed Venue
•
Cancelled due to border closures or;
•
Cancelled or went ahead at reduced capacity between 31 Jan - 13 Feb 2021.
** Lost box office income is calculated with the following: •
Potential sales (2sqm capacity x 100% sales)
•
Minus actual income for that session
•
Minus management fee as agreed in their agreements
For artists, this means that for impacted sessions they received at least 50% of their potential income, equating to at least 50% sales and a total of $794,422.
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* Accurate at the time of publishing 2 July 2021
an employee matched funding initiative; and Gage Roads Brew
100% of these funds have gone directly to artists and venues who lost ticket sales and were distributed by application. We distributed the funds through an application process, which resulted in over 180 submissions. These submissions were assessed by a panel comprising a mix of ARTRAGE staff, board and industry representatives. The assessors were; • • • • •
Artist Relief Fund WA - Nick Maclaine Performing Lines - Zainab Syed ARTRAGE Board Member – Anthony Robinson ARTRAGE CEO - Sharon Burgess ARTRAGE Staff Member - Ruth Morris
The panel addressed a number of complex issues and the final donation payments awarded to each applicant calculated based on a set payment of $87.24 per eligible session, with an eligible session assessed as including: • • •
Registered ticketed sessions in the FRINGE WORLD Festival ticketing system. Sessions scheduled to take place between 31 Jan – 14 Feb 2021. No more than one session per event per day.
There were a total of 1,046 eligible sessions awarded a share of the total funds raised.
PROGRAM & ARTISTS
Through such trying and complicated times FRINGE WORLD was a shining light - FRINGE WORLD Artist. 2021.
Dr Ahmed Gets Hitched Photo by Sean Breadsell.
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80’s Mix Tape. Photo by John Marshall.
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2020/21 IMPACT REPORT
Supporting Acts
Lotterywest Grant Support Lotterywest has been a supporter of FRINGE WORLD since the very beginning and this year, they provided critical support for ARTRAGE and the whole WA community through their COVID-19 Relief Fund. This assisted ARTRAGE to recoup some of the lost income from last year’s event cancellations and soften the blow of the pandemic on the organisation. They also stepped up to the plate with their continued support of FRINGE WORLD, which was celebrated through naming rights to the Lotterywest De Parel Spiegeltent which hosted over 8,600 attendees in 2021.
8,633
121
Individual Attendances
Individual Sessions
18 Individual Events
Lotterywest De Parel Spiegeltent. Photo by Miles Noel.
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SUPPORTING ACTS
FRINGE WORLD is a wonderful burst of colour and energy that truly brings out the best of Perth. Customer aged 30-35 from Mirrabooka. 2021.
Gage Roads Bar at The Woodside Pleasure Garden, Photo by Miles Noel.
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The FRINGE WORLD App With support from Woodside, ARTRAGE has been working with Perth digital agency Equilibrium since 2019 on the release of the FRINGE WORLD App. Unveiled in the lead up to the 2021 Festival the app was a complete gamechanger, boasting 45,092 downloads, 357,966 sessions and 60,051 total active users between 10 Nov 2020 and 14 Feb 2021. Developments are in the works for 2022 to help punters to further navigate the Festival program. Woodside’s support of FRINGE WORLD also extended across a range of other activities, including naming rights support of The Woodside Pleasure Garden, support of Fringefeed, and an employee matched giving program to support artists affected by the lockdown via the Fringe Fund.
The FRINGE WORLD App. Photo by Perrywinkle.
Charity Partnership In 2021, FRINGE WORLD Festival formed its first charity partnership with Lifeline WA, with the aim of raising much-needed awareness and funds for Lifeline WA’s important work in crisis support and suicide prevention. For the Mental Health Weekend from 22-24 Jan 2021, ARTRAGE raised funds for Lifeline WA through the FRINGE WORLD ticketing system and over the bars at The Woodside Pleasure Garden and Girls School. The partnership resulted in a donation to Lifeline in excess of $7,000, and we look forward to seeing it grow over the years to come.
Mental Health Weekend. Photo by Sean Breadsell.
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SUPPORTING ACTS
Audience Engagement Programs Free Community Programming Each year, the City of Perth support a range of FRINGE WORLD programs through their sponsorship, including the City of Perth FRINGE WORLD Power Hour, a one-hour free program taking place in the Yagan Square amphitheatre. This was the second year that the Festival presented Power Hour as a key opportunity for artists to showcase their work and encourage ticket sales.
Power Hour at Yagan Amphitheatre. Photo by Rebecca Stone.
$10 Gift Voucher Attendance Drive Inviting audiences to celebrate in our partnership with Kleenheat, ARTRAGE offered all Kleenheat customers a $10 FRINGE WORLD gift voucher. The campaign was highly successful and generated in excess of $58,000 through ticket sales whilst encouraging audiences who otherwise might not have attended the Festival to get involved.
Roaming Performers. Photo by Johannes Reinhart.
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MadFish Bar at The Woodside Pleasure Garden. Photo by Miles Noel.
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ARTRAGE INC
2020/21 IMPACT REPORT
Marketing & Media Reach $3.4 Million
37.6 Million Audience Reach
Total Media Value
The West Australian and Perth Now Campaign
oOh! Outdoor Advertising Campaign
FRINGE WORLD
747K+
215K+
Print Reach
Social Reach
1.3 Million Audience Reach
The average number of times people saw an ad
+12%
+14%
135K + Email Subscribers
68K + Facebook Fans
The Woodside Pleasure Garden
58
16
+13%
29K + Insta Followers
Girls School
6.5K +
2.2K +
5.8K +
Facebook Fans
Insta Followers
Facebook Fans
5.3K + Insta Followers
MARKETING & MEDIA REACH
Fringe offers more than your garden-variety entertainment. If I’ve learnt anything over the past nine festivals, it’s to expect the unexpected. Simon Collins, The West Australian Newspaper. 2021.
Elixer. Photo by Naomi Reed.
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ARTRAGE INC
2020/21 IMPACT REPORT
Marketing Strategy The 2021 FRINGE WORLD brand campaign was inspired by the transformative power of the Festival and encouraged everyone to ‘Paint the Town Fringe’ through celebrating live entertainment and festivities with friends. In 2021 for the first time ever, the Festival branding was developed in-house and resulted in a bright, fun and iconic look that was seamlessly integrated across various print, outdoor and digital as well as other media platforms. With a stronger focus on digital advertising in 2021, the marketing team was supported by Dilate Digital to develop an advanced digital marketing strategy to drive brand awareness, expand the audience reach and stimulate ticket sales. 2021 also saw the unveiling of the FRINGE WORLD App, an extensive 16-month project that sought to streamline the customer experience and make it easier for customers to buy more tickets. The app was a massive
Campaign Highlights
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success with over 45K downloads of which 9K were completely new registered customers, generating more than $1.45 million in ticket sales. The app was made possible thanks to support from Woodside and developed by our partner Equilibrium. Collaboration with FRINGE WORLD’s media partners adds enormous in-kind value to the campaign. Support was also provided by key contractors Dilate Digital and Buzz Marketing across digital advertising and PR. These extended marketing efforts were reflected in the lead up and first two weeks of the Festival (prior to the 2021 February Lockdown), which saw online traffic up 26% from 2020 and subsequently resulted in increased ticket sales. The 2021 campaign reached a cumulative audience of over 37.6 million with a total media value of over $3.4 million across social, digital, print, TV, cinema, outdoor and radio.
MARKETING & MEDIA REACH
1.8 + Million
Total Users | 8.10.20 - 28.2.21
Total Sessions | 8.10.20 - 28.2.21
739.5K + Website Users | 8.10.20 - 28.2.21
76% New Visitors
386K +
45K +
App Sessions
Total App Downloads
12.11.20 - 28.2.21
Devices
801K +
75%
22%
3%
Mobile
Desktop
Tablet
62K +
Online Ticket Sales 27% processed via the app and 73% processed through the website
Active Users
Digital Traffic Digital Traffic for 2021 includes website and app sessions and users.
1,817,353 TOTAL SESSIONS
1,640,463 SESSIONS
1,640,463
1,434,088
SESSIONS
1,420,740
WEBSITE SESSIONS
SESSIONS
1,214,127
801,844 TOTAL USERS
SESSIONS
739,489 WEBSITE USERS
706,731 525,910 USERS
2017
609,832 USERS
2018
706,731
USERS
USERS
2019
2020
2021 Campaign Period: 8.10.20 - 28.2.21
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Rooftop Movies. Photo by Rebecca Mansell.
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ARTRAGE INC
2020/21 IMPACT REPORT
Completing its 10th season in March 2021, Rooftop Movies continues to be a popular entertainment destination for Perth locals and tourists. In addition to the regular cinema program, Rooftop Movies also added special events to its repertoire, including quiz nights and sunset yoga events. For the first time, Rooftop Movies held a FRINGE WORLD event, presenting a short-run of four sold out immersive cinema screenings.
81%
50%
89% Agree ROOFTOP MOVIES
Surveyed West Australian audience LIVE OUTSIDE THE PERTH CBD.
Attendees ALSO ATTENDED A FRINGE WORLD EVENT in 2021.
Net Promoter Score 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. A NPS above 50 is considered excellent and by comparison* Apple has a NPS of 47 and ebay has a NPS of 9. *https://customer.guru/net-promoter-score/top-brands
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66
NPS
CONTRIBUTES TO MAKING NORTHBRIDGE A MORE VIBRANT PLACE.
98% Surveyed respondents ARE PLANNING TO VISIT ROOFTOP MOVIES AGAIN IN 2022.
ROOF TOP MOVIES
Season Overview Rooftop Movies is celebrated for its unique and playful setting, and is truly a one-of-a-kind venue in Perth. The team at ARTRAGE look forward to continuing to present excellent and engaging cinema pop-ups in Perth into the future.
25.8K
$452.4K
79%
Total Ticketed Attendance
Rooftop Movies Box Office Income
Average Nightly Attendance
108
47
16
Film Events
Sold-Out Events
Special Events
4 New Event Formats
+10%
35.1K
17.7K
Email Subscribers
Instagram Followers
+5%
42.2K Facebook Followers
65
66
Girls School. Photo by Miles Noel.
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ARTRAGE INC
2020/21 IMPACT REPORT
Girls School Cinema returned for a third season, with new offerings available to patrons including Movie Trivia Quiz Nights and the Girls School Gallery, showcasing work from local visual artists. Mack Daddy’s New York Slice offered pizza and sides for purchase onsite nightly to complete the unique Girls School Cinema experience.
50%
Attendees AGREE THAT GIRLS SCHOOL CINEMA MAKES EAST PERTH A MORE VIBRANT PLACE.
With such a unique and cozy vibe this venue is a winters dream... - Customer aged 18-24. Cannington. 2021
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75%
Attendees WERE VERY SATISFIED WITH THEIR VISIT TO GIRLS SCHOOL CINEMA.
97%
Indicated that GIRLS SCHOOL CINEMA MADE THEM MORE LIKELY TO RE-VISIT EAST PERTH.
99%
97%
Surveyed respondents
Surveyed respondents
AGREE THAT GIRLS
PLAN A RETURN VISIT
SCHOOL CINEMA IS A
TO GIRLS SCHOOL CINEMA
TOTALLY UNIQUE VENUE.
IN THE FUTURE.
GIRLS SCHOOL CINEMA
Season Overview
5.6K
$98.7K
82
Total Ticketed
Girls School Cinema
Average Nightly
Attendance
Box Office Income
Attendance
127
25
6
3
Film Events
Sold-Out Events
Movie Quiz Nights
Art Exhibitions
+32%
+37%
35.1K
5.3K
5.8K
Email Subscribers
Instagram Followers
Facebook Followers
69
Smoking Ceremony at The Woodside Pleasure Garden. Photo by Miles Noel.
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Economic Impact The estimated total economic impact delivered by ARTRAGE in 2021 was more than $56.6 Million! Survey respondents were asked to estimate how much they had spent as part of their visit, the level of influence on their decision to visit, as well as indicate what they would have done if they had not visited. Combining this data with attendance figures allows an overall impact figure to be generated.
Economic impact is determined by three main factors: Spend:
Visits/Attendance:
Spending in the local economy. Includes spend as part of a visit,
The number of people spending money (converted to
spend on accommodation for those staying overnight and other
the number of nights for accommodation and longer trips).
trip-related spending for those staying multiple nights. Excludes spending on tickets or other items that would be captured through organisation expenditure (i.e. to avoid double-counting).
Additionality: The percentage of spending that would not have occurred otherwise.
To calculate the economic impact on the local area, only additional visitation is included. From those visits, only expenditure that would not have otherwise occurred is considered. In this case, the economic impact is from attendees who would have otherwise stayed at home, gone to work, or those who would have done something else outside the local area. The tables below detail a breakdown of visitation by additionality (i.e. new visits to the area because of the event), visitor expenditure (if they came and stayed in the area because of the event and any other spending they did), and total economic output. The multiplier and calculation used for the economic impact of FRINGE WORLD Festival by Culture Counts is significantly different to the previous calculation that ARTRAGE has used, which is based on BOP Consulting methodology. As such, comparing the economic impact of previous FRINGE WORLD Festivals with the 2021 results is not relevant.
Event Spending Impact PROGRAM
ATTENDANCE
EVENT SPEND
ADDITIONALITY
TOTAL
Rooftop Movies
25,762
$39.76
31%
$315,151
Girls School
5,602
$35.88
96%
$193,711
FRINGE WORLD
232,374
$62.97
74%
$10,768,353
SUMMARY
263,738
$60.85
70%
$11,277,215 Source: Culture Counts
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ECONOMIC IMPACT
ARTRAGE has evolved into a key production company that supports WA contemporary culture Business News. 2021.
DEADSET. Photo by Wade Ranson.
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ARTRAGE INC
2020/21 IMPACT REPORT
Accommodation and Trip Spending Impact
PROGRAM
NIGHTS
ACCOM SPEND PER NIGHT
TRIP SPEND PER NIGHT
ADDITIONALITY
TOTAL
2,395
$130.23
-
31%
$95,952
204
$30.00
-
96%
$5,889
FRINGE WORLD
11,518
$114.32
$47.77
66%
$1,230,479
SUMMARY
14,117
$115.80
$47.77
60%
$1,332,320
Rooftop Movies
Girls School
Source: Culture Counts
Return on Investment
Direct Impact
Multiplied Impact
State Government investment
Direct spend per $1 invested
Multiplied spend generated per $1 invested
Total visitor bed nights
$19,842,705
$56,673,000
$849,533
$23.36
$66.71
14,117
Direct Employment (FTE)
145
Multiplied Employment (FTE)
257 Source: Culture Counts
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ECONOMIC IMPACT
Economic Impact Summary
DIRECT IMPACT
Attendee Spending (Rooftop Movies)
$411,103
$1,196,715
$315,151
$932,847
$95,952
$263,868
$199,600
$589,579
Event/Visit
$193,711
$573,385
Accommodation
$5,889
$16,195
$11,998,833
$35,338,371
$10,768,353
$31,874,326
$758,554
$2,086,024
$471,925
$1,378,021
$6,242,520
$16,667,529
Event/Visit
Accommodation
Attendee Spending (Girls School)
Attendee Spending (FRINGE WORLD)
Event/Visit
Accommodation
Trip
Organisation Expenditure
FRINGE WORLD
$5,691,419
$15,196,089
Rooftop Movies
$452,403
$1,207,916
$98,698
$263,524
$990,650
$2,880,807
$19,842,706
$56,673,001
Girls School
Artist Expenditure (FRINGE WORLD)
TOTAL
MULTIPLIED IMPACT
Source: Culture Counts
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2020/21 IMPACT REPORT
Employment, Tourism and Comparisons Using the Impact Summary, additional analysis has been conducted to report the impact of ARTRAGE activities on employment, as well as the percentage of spending that was undertaken by different types of tourists. Survey respondents who identified as living Intrastate, Interstate or Overseas were asked additional questions about their trip spending and reasons for visiting. This data is used to determine the economic impact of the event on tourism-related spending (i.e. the spending that would not have occurred otherwise).
Tourism Impact Summary - FRINGE WORLD DIRECT IMPACT Attendee Spending (breakdown below)
$1,212,528
- Elsewhere in WA
$942,369
- Interstate
$90,397
- Overseas
$179,762
Artist Spending
$273,856
TOTAL
$1,486,384 Source: Culture Counts
Employment Impact Summary DIRECT EMPLOYMENT (FTE) Attendee Spending (Rooftop Movies)
2.8
5.1
1.5
2.6
Attendee Spending (FRINGE WORLD)
86.8
155.2
Organisation Expenditure
46.4
81
7.4
13
144.9
256.7
Attendee Spending (Girls School)
Artist Expenditure (FRINGE WORLD) TOTAL
Note: State Government investment does not include COVID-19 related payments.
76
MULTIPLIED EMPLOYMENT (FTE)
Source: Culture Counts
ECONOMIC IMPACT
My favourite thing about FRINGE WORLD is that it brings more people to our business Business Owner, Northbridge. 2021.
Tunes and Textures. Photo by Kaifu Deng.
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VISITOR EXPENDITURE BY SUBURB
Visitor Expenditure by Suburb
WHERE WAS YOUR AVERAGE DAILY EXPENDITURE PRIOR TO AND AFTER ATTENDING A FRINGE WORLD VENUE? WHERE WAS YOUR AVERAGE DAILY EXPENDITURE PRIOR TO AND AFTER ATTENDING A FRINGE WORLD VENUE?
13% OTHER
13% OTHER
95% FRINGE WORLD customers who live in the Perth Metro area.
80% 1% MIDLAND 1% BASSENDEAN
3% SCARBOROUGH
6% MT LAWLEY 3% SUBIACO
3% LEEDERVILLE 55% PERTH CBD
63% NORTHBRIDGE
2% STH PERTH
Businesses think FRINGE WORLD brings new people into Northbridge, which has a longterm benefit for their business.
6% FREMANTLE
60% 1% ROCKINGHAM
Businesses who agree that FRINGE WORLD contributes to Northbridge feeling safer.
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ECONOMIC IMPACT
Business Impact
2020
2021
100%
73%
78%
66%
74% 91%
Surveyed audience who
Surveyed audience
HAD A DRINK AT A BAR,
who ATE A MEAL AT A
NIGHTCLUB, OR A CAFE
RESTAURANT before
before or after attending
or after attending a
a FRINGE WORLD venue.
FRINGE WORLD venue. Think FRINGE WORLD has INTRODUCED NORTHBRIDGE TO PEOPLE WHO WOULDN’T USUALLY VISIT HERE.
100% 91%
65%
40%
100%
87%
Think FRINGE WORLD INTRODUCES NORTHBRIDGE TO PEOPLE WHO DON’T NORMALLY VISIT.
32
53
City of Perth businesses who were part of the FRINGEY OFFERS PROGRAM.
Indicated that THEIR LEVEL OF TRADING INCREASED.
74%
60%
Think FRINGE WORLD has a SIGNIFICANT POSITIVE IMPACT ON THEIR BUSINESS.
Think FRINGE WORLD has CONTRIBUTED TO MAKING NORTHBRIDGE AND PERTH CITY A MORE VIBRANT PLACE.
79
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Fringe Launch Party. Photo by Miles Noel.
ATTENDANCE METHODOLOGY & SURVEY SIZE
Attendance Methodology & Survey Size
The majority of the data reported in this Impact Report
•
4,092 tickets purchased on the door at Festival venues including artist pass entries.
•
7,545 tickets purchased through other ticketing systems (such as for shows at the State Theatre Centre of WA, His Majesty’s Theatre, The Rechabite
is assessed by ARTRAGE using methodology that was originally devised by BOP Consulting UK and using the survey data outlined below. The economic impact of ARTRAGE’s activity in addition to analysis for DLGSC reportage was assessed by
and Subiaco Arts Centre).
Culture Counts. Click here for the full Culture Counts report on ARTRAGE and for details of their survey size. ARTRAGE surveys: · Online customer survey with 1,828 responses · Online participant (artist) survey with 142 responses · Online local business survey with 11 responses · Online FRINGE WORLD Friends survey with 35 responses · Online staff and volunteer survey with 64 responses · Online business survey sent to a database of businesses located within the City of Perth with 11 responses · Intercept business survey to a sample of Northbridge and Perth CBD hospitality businesses with 37 responses · Online neighbours survey with 72 responses · Rooftop Movies online survey with 397 responses · Girls School Cinema online survey with 151 responses
The reported total Festival attendance for 2021 is 468,000+ and includes attendance at ticketed events, attendance at free and busker programs, attendance at the City of Perth Power Hour, attendance at Festival partnership activations and Festival-goers enjoying The Woodside Pleasure Garden and Girls School.
There were many individual free programs and events during Fringe, including the City of Perth Power Hour, Wasamba!! at Girls School, Perth Chinese New Year Fair, FRINGE WORLD Mermaids, FRINGE WORLD Silent Disco, Kalamunda’s Super-Kala-Fringe-Alistic, visual arts exhibitions, partnership activations and nightly free programs throughout The Woodside Pleasure Garden.
Free and busking program attendance is calculated for all relevant programs and events utilising daily site and door staff reportage sheets, reportage estimates provided by program producers as well as presenters and artists. Due to the range of estimations provided
AUDIENCE CALCULATIONS
by external sources and in order to be conservative, the total attendance number is recorded as the lowest
The reported figure for attendance at ticketed and non-
total of the projected attendance.
free events for FRINGE WORLD Festival 2021 (including Encore season) is 221,905. This is comprised of: •
210,268 tickets processed through FRINGE WORLD ticketing systems.
The reported figure of 468,000+ total attendance is at the conservative lower end of the projected 436,031 – 468,850 range.
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FRINGE WORLD Festival
Principal Supporter
Principal Partner
Principal Hospitality Partner
Government Partners
Major Partners
Media Partners
&
Key Partners
Rooftop Movies
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Associate Partners
Production & Supply Partners
Girls School Cinema
Thanks to our awesome partners!
The FRINGE WORLD Mermaids. Photo by Miles Noel.
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Impact Report