VENUE HANDBOOK 2023
SYDNEY FRINGE FESTIVAL PAYS RESPECT TO AND IS GUIDED BY THE ALLODIAL OWNERS OF THE LAND THAT WE MEET ON AND PAY RESPECT TO THE 29 CLANS OF THE EORA NATION.
WE RECOGNISE AND PAY OUR RESPECTS TO ALL THE ELDERS PAST AND PRESENT, AND THE FIRST NATIONS’ PEOPLE OF AUSTRALIA.
ARTIST: SARAH CARROLL
PHOTOGRAPHER: CLARE HAWLEY
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Welcome to the Sydney Fringe Festival 2023. We are the biggest Independent Arts Festival in New South Wales, and we’re excited for you to join us in what will be our most fabulous festival yet! This guide gives you an overview of the festival and what you will need to consider before registering to become a Fringe Venue.
CONTENTS 5 6
VISION AND WELCOME
7 14 17 19 20
A SNAP SHOT OF THE SYDNEY FRINGE
WHY BE A FRINGE VENUE?
BENEFITS OF BEING A FRINGE VENUE
WHAT HAVE YOU GOT TO OFFER? THE PROCESS
KEY DATES
ARTIST: ROYMATA HOLMES
PHOTOGRAPHER: CLARE HAWLEY
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VISION AND WELCOME
We champion the independent cultural sector, placing it at the heart of Sydney. In many ways, 2022 was a transformative year for Sydney Fringe. We were able to access extraordinary support for recovery and given opportunities that may not have been possible had the pandemic not happened. Sydney embraced our thirteenth festival and first one back post-pandemic in larger numbers than ever before, our program of events received critical acclaim and we were able to build new larger partnerships that have set the tone for the coming years. This has enabled us to lay a base of strong new partnerships and test out new ideas.
We want the Sydney Fringe Festival to be a flagship event of NSW, supported by the Government, partners, and community. We want visitors to head to Sydney to see exceptional homegrown talent. We want Sydney to become a must visit destination because of our artists, venues, producers, and experiences, all made here.
Sydney deserves to be the cultural capital of the Asia Pacific and Sydney Fringe exists to put the independent cultural sector at the heart of Sydney. With over 85% of the work presented at Sydney Fringe produced by NSW based artists, Sydney Fringe is THE place for locals and visitors alike to get a taste of Sydney. As we look to the future, we want to make sure that Sydney’s artists are at the centre of everything the city produces.
Sydney Fringe supports and develops the next generation of creative thinkers, community leaders, snd city builders. A great global city needs vibrancy, a nimble and robust way of working and an ample supply of talent. No other organisation in Sydney is investing in the next generation as we are, and no other organisation supports the independent sector on a meaningful scale in the way that we do.
In 2023, we want to build on this success and deepen the festival’s connection to Sydney to ensure that the legacy of tireless work our community puts into this project is returned.
KERRI GLASSCOCK Festival Director / CEO
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A SNAPSHOT OF SYDNEY FRINGE AUDIENCES
WERE FEMALE 1%
WERE ALTERNATIVE GENDER IDENTITY 2% 2022 Ticketed Attendance 2022 Ticketed Audience by Age Total Attendance 31% WERE MALE 2019 2022 35-44 18% 45-59 18% OVER 60+ 7.2% 18-24 26% 7% 25-34 30% 21% 65,209 66% 2019 2018 69,427 76,429 22% 23% 20% AUDIENCES 2022 2022 6
WOULD RATHER NOT SAY
WHY BE A 2023 FRINGE VENUE?
OUR AUDIENCES AND ARTISTS LOVE NEW WORK
The Sydney Fringe is the perfect way to build new, and strengthen existing audiences, work with new artists, facilitate networking, and provide a supportive platform and performance space for local artists.
OUR AUDIENCES LOVE NEW EXPERIENCES AND VENUES
Increase awareness of your venue and use the fringe as an opportunity to showcase your year-round programming, and test out new performance spaces
WE’RE THE HIGHEST PROFILE EVENT IN THE NSW INDEPENDENT ARTS CALENDAR
With a media reach of 1,135,834 in 2022, we’re the most visible event for independent artists and venues in Greater Sydney. Expose your space to a whole new audience by joining the party.
WE ARE A MULTI-ART, GENRE FLUID FESTIVAL
Use the Fringe as an opportunity to develop, test and explore new programming streams and host different art forms in your venue.
OUR FOOTPRINT IS EXPANDING
The festival continues to expand into Western, Northern and South Sydney. We are Sydney’s Fringe Festival and that means all of Sydney.
ARTIST JULIA MAYER: PHOTOGRAPHER: DAVID LI 7
WE LOVE SYDNEY
This is a festival that stands for artists and the arts in this city. We are committed to year-round advocacy and work to grow and strengthen the cultural and night life of our city. Join us as we continue to invest in the cultural life of our vibrant global city.
THE TERRACES SIDESHOW
PHOTOGRAPHER: DAVID LI
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MORE FUN STATS...
AUDIENCES THAT ATTENDED THE 2019 FESTIVAL AUDIENCES LIKELY TO ATTEND NEXT YEAR’S FESTIVAL
ARTIST: ROYMATA HOLMES
PHOTOGRAPHER: CLARE HAWLEY
TO HAVE UNIQUE EXPERIENCES
JUST FOR FUN
TO SUPPORT EMERGING ARTISTS
AUDIENCES ATE OR DRANK AT A NEARBY OR FRINGE BAR
$95.93
2.3
AVERAGE ORDER VALUE
AVERAGE TICKETS PURCHASED
/
/ CYCLE
PUBLIC TRANSPORT
WALK
23% 26.2% 51% 12.35%
78%
2019
79%
47% 2023
2022
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MEDIA COVERAGE
In 2022 the Sydney Fringe Festival was again supported by mainstream and independent media outlets alike. With strong branding to support a strong publicity campaign, 2022 saw the marketing and publicity of the festival reach its widest audience yet. This was assisted by the partnership with Runaway Gardens which contributed to a greatly increased overall marketing budget.
PR MEDIA VALUE
$1,048,796
PR MEDIA VALUE
MEDIA VALUE
$200,357
OUTDOOR VALUE
$252,409
40,000
PRINTED GUIDES DISTRIBUTED
MEDIA REACH
1,135,834
OUTDOOR REACH
35,944,040
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18,634
88.3% GROWTH
10,900
33,983+
NEW VISITORS (SESSIONS) RETURNING VISITORS (SESSIONS) PAGE VIEWS UNIQUE USERS SESSIONS 2017 128,792 71.9% 2016 68,685 56.9% 2018 117,430 64.8% 2019: 688,904 2019: 153,831 2019: 237,218 2018: 563,870 2018: 117,978 2018: 181,265 2022: 904,239 2022: 242,718 2022: 453,000 2019 153,790 65% 2022 151,566 20% 2017 50,223 28.1% 2016 51,938 43.1% 2018 63,835 35.2% 2019 83,771 35% 2022 150,648 80%
MEDIA FACEBOOK FOLLOWERS
DIGITAL AND SOCIAL
16.6% GROWTH
INSTAGRAM FOLLOWERS
TWITTER FOLLOWERS
EDM SUBSCRIBERS
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8,669 WEBSITE
LOVE STREET KENSINGTON STREET
PHOTOGRAPHER: DAVID LI
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HOW DOES IT WORK?
OPEN ACCESS
Sydney Fringe doesn’t curate the program for the festival as a whole individuals and venues choose to participate in the Fringe and decide what type of show they want to present. It’s up to the artist to decide whether Fringe is the most suitable platform for their work and in what venue they would like to present their show. Similarly, it’s up to the venue to decide if Fringe is the right platform for their business.
DIFFERENT TYPES OF VENUES
Our artists decide what venue they want to perform in and look for venues that can offer an affordable and flexible space, with good potential traffic. They also look for venues specific to genre needs and technical requirements.
LOW REGISTRATION AND BOOKING FEES
There is no cost to register as a Sydney Fringe venue. We charge a booking fee of $4 per ticket to the artist to cover some of the festival’s core operating costs such as box office, staffing and marketing to promote the festival.
VENUES AND ARTIST SERVICES
Sydney Fringe has developed a unique venue and artist services model, and we work with you and with artists to ensure a strong match between their event and your venue. Alternatively, you have the agency to build direct relationships with artists, and program your venue yourself.
EVENTS, VENUES AND THE FESTIVALS SHARE THE RISK
Sydney Fringe markets the overall festival, including the management of an extensive advertising campaign, website, and ticket sales platform, and producing key print materials such as Posters and a printed Guide. The promotion of individual events and independent venue programs are the responsibility of the event presenter and the venue. As such, events, venues, and the Sydney Fringe all share the responsibility of putting our best efforts into marketing.
SYDNEY FRINGE IS HERE TO HELP
Venues and artists that participate in the festival have direct access to our Programming team. Our team can assist with enquiries, questions and provide support to maximise your festival experience.
NOT-FOR-PROFIT
Sydney Fringe is a Not-for-Profit organisation and a registered Charity. Any profit generated by the Sydney Fringe is invested into further developing the festival and supporting our vibrant local cultural.
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BENEFITS OF BEING A VENUE
• Your venue is listed in our Festival Guide and where relevant, precinct marketing collateral.
• Your venue is promoted on sydneyfringe.com with traffic of over 998,000 during high festival periods, through a dedicated venues page.
• Support and advice from the Sydney Fringe Team; from licensing and council approvals through to venue programming and marketing.
• Your ticketing requirements are managed and marketed via Sydney Fringe.
• Exclusive product and promotional offers from Sydney Fringe partners.
• Networking opportunities with Sydney Fringe partners.
• Invites to a range of networking, professional development and social events for you and your staff, providing a chance to meet artists, arts workers, and other venue managers.
THINGS TO THINK ABOUT
Becoming a registered Fringe venue is extremely rewarding but is not something to take on lightly if hosting live performance is new to you. We can assist you to think about your venue and the space you have available.
• What do you hope to achieve?
• What spaces do you have available?
• What art forms will suit your venue?
• What technical support, facilities and marketing can you offer artists?
• What accessibility can you offer audiences?
• What performance days and times will best complement your existing business?
• What budget will you need to cover things like marketing and staffing of your Fringe venue?
PHOTOGRAPHER: CLARE HAWLEY 14
ARTIST: ALLY MORGAN
TICKETED EVENTS 2022
45
43% 34% Primary Genre
PREMIERES AUSTRALIAN PREMIERES BOX OFFICE
SOLD $2,118,623 VISUAL ART & FILM 10% DANCE 5% MUSIC 6% WORKSHOPS & TALKS 2% SPECIAL EVENTS & PARTIES 1% MUSICAL THEATRE & CABARET 6% PHYSICAL THEATRE & CIRCUS 1% IMMERSIVE & INTERACTIVE 1% COMEDY 39% SPOKEN WORD & STORYTELLING 1% THEATRE 17% FRINGE KIDS 2% 9% SYDNEY PREMIERES 15
525 EVENTS HOSTED BY SYDNEY FRINGE 3,541 INDIVIDUAL SESSIONS
DAYS
WORLD
45% OF AUDIENCE CAPACITY
GARRY STARR PERFORMS EVERYTHING
PHOTOGRAPHY: CLARE HAWLEY
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WHAT HAVE YOU GOT TO OFFER?
It’s good to consider what you can offer artists, how you are going to attract them to present their show at your venue? What makes your venue unique?
OUR ARTISTS LOOK FOR:
An area for ticketed performances
A strong location with existing customer or foot traffic and good transport links nearby.
Attractive time slots for shows including peak times such as weekends.
A Unique vibe and quirky space.
A comptetitve venue hire deal.
VENUE HIRE DEALS
There are a variety of models for charging artists to hire your venue:
No venue hire - Provide the venue at no cost to the artist, with the potential to increase bar and food sales.
Flat venue hire fee - Offer a flat fee for venue rental that ensures you cover your costs. For example, a per night fee or a weekly hire rate.
Box office split - Share the risk with the artist and offer splitting ticketing income instead of a set hire fee. A common split is 70% artist, 30% venue.
Combination - You can create your own deal that combines the above.
ACOUSTIC RITUALS
PHOTOGRAPHY: ROB STUDDART
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BEST SERVED LOUD, MARRICKVILLE METRO
PHOTOGRAPHER: YEAH RAD
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THE VENUE PROCESS
FRINGE EVENTS REGISTERED IN EVENTOTRON
ARTIST/ PRODUCER USE EVENTOTRON TO SEARCH FOR SUITABLE VENUES FOR THEIR EVENT
FRINGE INTRODUCES ARTIST/ PRODUCER AND VENUE TO ARRANGE THEIR SYDNEY FRINGE SEASON
FRINGE PARTNER VENUES REGISTERED
FRINGE PROVIDES ARTIST/ PRODUCER WITH ADVICE ABOUT VENUES FOR THEIR EVENT AND PROVIDE VENUE WITH ADVICE ABOUT SUITABLE EVENTS.
ARTIST/ PRODUCER APPROACH VENUE VIA EVENTOTRON TO ARRANGE THEIR SYDNEY FRINGE SEASON
SESSION TIMES AND DATES ARE NEGOTIATED AND DECIDED BY ARTIST/ PRODUCER AND VENUE
VENUE HIRE AGREEMENT IS CREATED AND SIGNED BY ARTIST/ PRODUCER AND VENUE MANAGEMENT
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16 FEB VENUE REGISTRATIONS OPEN 15 MAR EVENT REGISTRATIONS OPEN 30 APRIL EVENTS AND VENUES REGISTRATION CLOSES 1-31 MAY EVENTS AND VENUES PROGRAMMED 14 JUNE DEADLINE FOR EVENTS & VENUES TO ENTER DATES AND PERFORMANCE DETAILS 1 AUG PROGRAM LAUNCH 1-30 SEP SYDNEY FRINGE FESTIVAL 20
KEY DATES
LOVE STREET KENSINGTON STREET PHOTOGRAPHER: DAVID LI KEEN TO REGISTER? THE SYDNEY FRINGE PROGRAMMING TEAM ARE HERE TO HELP ANSWER ANY MORE QUESTIONS YOU MAY HAVE, AND PROVIDE YOU WITH MORE INFORMATION ABOUT HOW TO REGISTER YOUR VENUE. CONTACT US: VENUES@SYDNEYFRINGE.COM 0402 371 004 21
