artist magazine - amazon web services · 2017-08-01 · place for us to start in the assistance we...
TRANSCRIPT
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 1
ArtIstMagazIne
Artis
t Ki
daan
Zel
leke
Pho
to T
rent
ino
Prio
ri
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 2
INTRODUCING OUR PRINCIPAL PARTNER BANKSA
BankSA is proud to be the Principal Partner of Adelaide Fringe This partnership was formed in 2006 and stands strong today ndash now thatrsquos a partnership
BankSA helps Adelaide Fringe enhance and share this iconic event with more members of the community by creating initiatives to bring artists and audiences together One of these initiatives is BankSA Support Act BankSA also promotes special customer prices to its customers check out pg 18 for more info
ADELAIDE FRINGE EVENT SPONSORSHIP CONDITION
BankSA is the Principal Partner of the Adelaide Fringe This means registered artists must not actively seek or accept sponsorship from any other financial service provider for their Fringe season
This includes any bank lender insurance agencies or broker of any form Any sponsorship of this nature that conflicts with the Adelaide Fringersquos relationship with BankSA may result in the withdrawal of your event from the Fringe program
Any registered artists that have an existing and ongoing sponsorship with a bank lender or broker that may conflict with our Principal Partner shall not display any logos or make any reference to that sponsorship on any marketing materials (whether printed online in advertisements or within any other media form) directly related to their Fringe season These materials should carry the 2018 Adelaide Fringe logo
For clarification about the use of logos or sponsorship conditions contact artistsadelaidefringecomau
Disclaimer amp Privacy Policy Information in this publication was correct at the date of publication 28 July 2017 The Artist Resources in AVR are updated as new information comes to hand To make sure you have the latest information check AVR regularly andor contact the Artists amp Venues team This document was created by Adelaide Fringe and may not be reproduced without prior permission
DATES FOR YOUR DIARY2017
16 AUG Artist registrations open Start your registration and get access to a bunch of information and support
Fringe Guide advertising bookings open
SEP Interstate info sessions amp lsquomeet the teamrsquo
4 SEP Artist Fund applications close
9 SEP Adelaide Fringe 2018 poster launch
13 SEP Deadline to complete registration for EarlyTIX Round 1
20 SEP Deadline to complete registration for EarlyTIX Round 2
27 SEP Deadline to complete registration for EarlyTIX Round 3
4 OCT Artist registrations close
11 OCT EarlyTIX Round 1 on sale at midday
20 OCT Honey Pot nominations close
BankSA Support Act Applications close
YEP registrations close
Fringe Guide advertising bookings close
25 OCT EarlyTIX Round 2 on sale at midday
15 NOV EarlyTIX Round three on sale at midday
6 DEC BankSA Customer amp Fringe Member exclusive pre-sale commences at midday
Rundle Mall box office opens
8 DEC Adelaide Fringe Program Launch with full program on-sale
Call centre opens
Rundle Mall box office opens
20186 JAN Printed Fringe Guide released
14 FEB FringeWORKS opens
15 FEB BankSA Fringe Corner box office opens
16 FEB Adelaide Fringe Opening Night
Fringe in the Mall showcase stage opens
Riverside Box Office opens
Fringe Club opens
Parade of Light opens
18 MAR Fringe Awards amp Closing Party
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WELCOME
CONTACT US artistsadelaidefringecomau +61 8 8100 2022
Our priority is to make the Adelaide Fringe better for artists in each edition of the festival and I hope this magazine is a good place for us to start in the assistance we offer Whether yoursquore a Fringe first-timer or a seasoned Fringe performer this magazine will help you navigate the ins and outs of finding a venue getting your event registered marketing and publicising your event and much more
The Artist Magazine also outlines some of the opportunities offered by Adelaide Fringe to help your event to be as successful as possible as well as how to make the most of your time in Adelaide at the incredible time of year that is the Adelaide Fringe
This year we have had a major breakthrough that will deliver bigger box office settlements than ever before Thanks to funding from the State Government Adelaide Fringe will be more affordable than ever before
This funding means we can now ZERO the inside fees for artists on tickets advertised $3500 and under and set the inside charge on tickets over $3501 at 4 (less than half of what it used to be)
It means that Adelaide Fringe will put more money into your pockets at the end of your season Therersquos a lot more detail on how ticketing and fees work in this information-filled brochure
Be sure to make the most of the services our Fringe team offer you whether it is help with your marketing how to make the most of the Honey Pot Marketplace or how to select the best ticketing brackets for your show
This year we are focused on bringing an interstate and international audience to Adelaide for our beloved Fringe and on increasing audiences for all artists at all venues
Our whole team is here to support you throughout your Fringe journey wersquore always just a phone call or email away We are here to make your dreams become a reality so please call us anytime I canrsquot wait to see your inspiring daring touching and wondrous work at the 2018 Adelaide Fringe
Heather Croall Fringe Director amp CEO
Irsquom delighted to welcome you once again to this yearrsquos Artist Magazine
ldquoMARNI NA BUDNI KAURNA YERTArdquo ndash GREETINGS TO KAURNA COUNTRYAdelaide Fringe acknowledges and respects the tribal family clan groups who are the Kaurna Nation The Kaurna people are the ancestral custodians whose sacred lands we gather on in Adelaide ndash Tarndanyangga We honour the integrity of our first nations and respect their spirit their cultures and their place
Adelaide Fringe 4
New to Adelaide 6
Honey Pot 7
Fringe Club 8
FringeWORKS 9 Your Team Keep Up To Date
Registration 10
Opportunities 11
Artist Fund Grants 12
Venues Securing a Venue 13 Access 15
Ticketing Fees amp Charges 16 Price Types 17 FringeTIX Tips 19
Budgeting Do a Budget 20 Bring in the Bucks 21
Marketing Umbrella of Adelaide Fringe 22 Your Marketing 24 Media 26 Social Media 28
Business 29
CONTENTS
Adelaide Fringe Director Heather Croall Photo Trentino Priori
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ADELAIDE
Melbourne
SydneyPerth
16 February ndash 18 March 2018
Spanning 31 balmy summer nights itrsquos an unforgettable experience for all who participate It completely transforms the city into an arts wonderland
Being open-access means that we donrsquot program or lsquochoosersquo artists or events you choose us Adelaide Fringe presents a fantastic opportunity for artists ndash anyone can do anything in the Fringe Whether your event is big and extravagant or quiet and intimate Adelaide Fringe offers the platform for you to have your work seen
All Adelaide Fringe venues are independently operated ndash we invite venue operators to register their space and then assist artists to find the right venue for them Adelaide Fringe does not program any venues itself
Adelaide Fringersquos Artist amp Venue Services team can help you find a suitable venue and give you access to resources and advice to make your season a success
Adelaide Fringe audiences are some of the most adventurous in the world - South Australia isnrsquot called the lsquoFestival Statersquo for nothing In 2017 over 650000 tickets were sold to Adelaide Fringe events showing that audiences are embracing the Fringe more than ever
ldquoItrsquos Adelaide that makes the Fringe special Irsquove done Fringes all over the world and nothing compares to this onerdquo
Sam Simmons
The largest and most loved open access arts festival in the Southern Hemisphere and second largest Fringe in the world
FUN FACT95 of artists and presenters in 2017 said theyd consider returning for the 2018 Adelaide Fringe
ADELAIDE FRINGE
Artist Ruben de Waal and Kiki Bittovabitsch Photo Trentino Priori
ADELAIDE FRINGE
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WHY FRINGE
To perform work to new audiences
To extend and develop networks
For fun and enjoyment
To attract opportunities for future touring and presentation of work
To lift media profile
To make money
Other
76
72
70
62
57
32
11
REASONS FOR PARTICIPATING IN ADELAIDE FRINGE2017 Participant Survey Results
MORE MONEY IN YOUR POCKET FOR ADELAIDE FRINGE 2018Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
ldquoYoursquore smack bang in the middle of a creative revolution Yoursquore amongst amazing artists and you get to know whorsquos out there who your peeps arerdquo
Hot Brown Honey
2017 SNAPSHOT
162 MILLIONBox Office returned to Artists (minus ticketing fees) 5250 artists 658360 tickets sold 1160 events 25 million attendance 453 venues
PLAN AHEADIf you want to register a Fringe event the sooner you start planning the better Think about why you want to present work at Adelaide Fringe and what you want to achieve
Whatever your reason Adelaide Fringe has a range of services and opportunities to help you achieve your goals and get the most out of your Adelaide Fringe experience
Artist amp Venue Services
Huge support network
throughout registrations and
during festival with workshops and development
sessions at FringeWORKS pg 9
Adelaide Fringe Marketplace HONEY POT
pg 7
Artist Fund Grants
Australian Artists only pg 12
Festival Audience
Access to a large audience base
pg 23
Fringe Club Access to the Fringe Club to
dance the nights away and unwind
throughout the Fringe pg 8
Artist Passes For access to the
Fringe Club free entry into
selected shows and special
discounts around town pg 9 18
ADELAIDE FRINGE
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NEW TO ADELAIDE
Lonely Planet recently listed Adelaide as one of the must-see cities of the world Adelaide is a city that truly embraces the arts they donrsquot call us the Festival State for nothing
During February and March Adelaide springs into action Thousands of artists from Adelaide across Australia and the world descend on the city and surrounds lighting it up with their energy for 31 magical days and nights of Adelaide Fringe
The Scotsman have described us as ldquoa trip to the Edinburgh festival where brollies and waterproofs can be gleefully discarded in favour of sunscreen and shortsleevesrdquo
DONrsquoT FORGET bull Your passport ID and any travel
documentation you need
bull Bathers togs swim suits bikini - whatever you call ithellip bring it We werenrsquot lying about our beaches
bull Comfy shoes Shoes that can take you from a day of flyering to your venue and finally to the dancefloor of the Fringe Club
bull Sunscreen a hat and a jacket Adelaide summers are typically hot and dry but can suddenly turn to cold ndash you can expect temperatures at Fringe-time between 25ndash35 degrees daily
GOOD TO KNOW bull We have a dedicated Artist and Venue
Team who are here to help you every step of the way on phone email and skype
bull Not sure about Visas No worries Our Visa Coordinator is on board to assist you
bull FringeWORKS in the Fringe Club is open every day This is your home away from home for all your admin needs info and networking sessions a place to chill out and recharge plus Artist support and FringeTIX staff are there if you need them
bull Free artist BBQs every Wednesday
bull With our amazing beaches and the beautiful Adelaide Hills on a day off they are the perfect place to recharge
bull Adelaide Fringe will be more affordable than ever before We now have ZERO inside fees for artists on tickets advertised $3500 and under and have set the inside charge on tickets over $3501 at 4 It means more money into your pockets at the end of your season
bull Accommodation can be a battle as there is so much happening in Adelaide during Fringe time - so get booking now Speak to the Artist and Venue team about the best places to approach
The [Adelaide] Fringe happens right in the middle of summer and Adelaidersquos lsquo festival seasonrsquo which creates the perfect atmosphere among the locals
You know how Edinburgh is cold and rainy Adelaide is warm and sunny every day soooohellip You know If you want to continue making a name for yourself in the fringe community then Adelaide is an absolute must
Zach Zucker Zach and Viggo Thunderflop Winner Best Comedy 2017 Adelaide Fringe Weekly Award
What you need to know if youre travelling to Adelaide Fringe
Almonta Beach Coffin Bay National Park Photo Rob Blackburn copySATC
NEW
TO ADELAIDE
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If yoursquove answered yes yes yes and yes Honey Pot could be the arts market yoursquove been waiting for
Held throughout Adelaide Fringe 2018 Honey Pot enables artists to showcase their work in its entirety in front of industry professionals Presenters from all over the world attend the market at any time receive tailor-made itineraries of shows to see and networking events to join and effectively choose their own Adelaide Fringe adventure
For countless companies independent artists and producers this boutique market has kick-started that first career-changing conversation with a presenter who is on the hunt for the next big thing or the act that is needed to enrich their future program
Honey Pot 2017
bull 178 presenters (59 international)
bull 550 Honey Pot registered events
bull 8 fruitful networking sessions
bull 1828 complimentary tickets to shows processed (on average presenters saw at least 10 shows each)
As at July 2017 95 tours commissions and future presentations have already been confirmed from Adelaide Fringe 2017 So if your work is tour-ready nominate to be part of the Honey Pot program in AVR Opportunities
Read more about our Honey Pot program at adelaidefringecomauhoney-pot
Is your show ready for that next step
That regional national or international tour that commission that residency
Are you seeking to network with a bunch of new people gain some industry knowledge professionally develop and perhaps even be discovered in the process
Adelaide Fringes Marketplace
Honey Pot is great at connecting you with the right people Its a unique opportunity for aspiring artists to gain industry access at the next level
Triton Tunis-Mitchell Gravity amp Other Myths
TERROR AUSTRALIS ndash LEAH SHELTON (QLD) Premiered at Adelaide Fringe 2016Outcomes includeBrighton Fringe UKAccomplice Darwin Fringe NTBrisbane Powerhouse QLDCairns Centre of Contemporary Arts QLDMelbourne Fringe VICProvocaacutere Festival of the Arts Chapel Street Melbourne VIC
HOT BROWN HONEY (QLDNSW) Performed at Adelaide Fringe 2014 2015 2016Outcomes includeTiger Dublin Fringe Ireland UKAssembly Edinburgh Festival Fringe UKRed Hot Arts NTMelbourne International Comedy Festival VICBrisbane Festival QLDSydney Opera House NSWDarebin Arts VIC
A SIMPLE SPACE ndash GRAVITY amp OTHER MYTHS (SA) Premiered at Adelaide Fringe 2013Outcomes includeSydney Festival NSWFairfax Festival - Swan Hill Performing Arts Centre VICHoopla Festival NSWDreamBIG Childrenrsquos Festival SASeoul Street Arts Festival KORHarare International Arts Festival ZWERecklinghausen Fringe DEUSpoleto Festival South Carolina USAUdderbelly Festival Southbank London UK
KNEE DEEP ndash CASUS (QLD) Performed at Adelaide Fringe 2012Outcomes includeJudith Wright Centre of Contemporary Arts QLDWoodford Folk Festival QLDKonzertdirektion Landgraf DEUSeoul Street Arts Festival KOR
HONEY POT ALUMNIAll part of the Honey Pot program audiences everywhere have since engaged with the following works (to name just a few)
Artist Leah Shelton Photo Anthony RexHO
NEY PO
T
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Rymill ParkMurlawirrapurka 16 February ndash 18 March
The place to grab a beer and a bite to eat With artist discounts on food and drinks itrsquos where you meet fellow artists and industry guests from Australia and around the world
Let your hair down and relax dance off that post show energy and cheer on your peers as they perform nightly Made exclusively for artists by artists this is where you want to be
Whether yoursquore looking to dance to late night DJs or grab a late night bite wersquove got you covered Located in the eastern parklands be sure to put it on your map because anything and everything will happen at the Fringe Club
However you choose to spend your time in the Fringe Club take time to meet new people and chat to other artists you never know who you will bump into
Artist Gingzilla Photo Trentino Priori
FRINGE CLUBThis is your place to party
FRINGE CLUB
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 9
Jason Marsiglia
ldquo[hellip] use the Artists support team at the fringe hub They are absolutely amazing and it is without a doubt the best face-to-face artist resource any festival has ever offered me They seem to know the answer to EVERYTHING And are just blooming lovely to bootrdquo
Rowena Hutson 2017 Adelaide Fringe Artist
Located at the Fringe Club Rymill ParkMurlawirrapurka 14 February ndash 18 March
Open every day of the Fringe (Formerly the Artist Tent)
See FringeWORKS as your all in one office meeting space rehearsal area and home away from home Therersquos plenty of room for everything from circus training to an afternoon nap
This is where you will find the Artist amp Venue Services team ready to help with information and any queries
Use the free computers and WiFi plug in your laptop and access printing and photocopying services - not to mention handy stationary items like a guillotine and staplers to help with all your postering and flyering efforts
To help you get the best out of Fringe Artist amp Venue Services put together a smashing timetable of events to warm your heart and sooth the soul including info sessions forums and workshops throughout the Fringe
bull Face to face support from your Artist amp Venue Services FringeTIX and Honey Pot teams
bull Collection point for your 2018 Fringe credentials and on-the-ground artist support guide
bull Free weekly BBQrsquos
bull Info sessions development opportunities workshops and special forums
bull Meet the Media events
bull Marketing amp Publicity sessions
KEEP UP TO DATEARTIST amp VENUE BULLETINS
Sent regularly throughout the registration process they contain useful information deadlines and opportunities Make sure yoursquore signed up in AVR
FRINGEWORKS SESSIONS
Throughout the registration period wersquoll be holding a number of information sessions in Adelaide and during our roadshows around Australia
Theyrsquore the perfect opportunity to meet the team learn about Adelaide Fringe specific opportunities how to market your show network with other artists and get all the tips on how to make the most of your Adelaide Fringe experience
Stay tuned for dates and venues in a city near you
Interstate or overseas Donrsquot worry selected sessions will be recorded and available through AVR Resources
See the Artist amp Venue Services team as your go-to people at Adelaide Fringe Wersquore with you every step of the way from registrations right through to on-the-ground support at FringeWORKS every day of the Fringe Utilise us sling questions at us wersquore here to help
artistsadelaidefringecomau +61 8 8100 2022
YOUR TEAM
KEEP AN EYE OUT FOR THE FRINGEWORKS GUIDE
Whether youre a local interstate or international artist look out for our FringeWORKS guide This includes information on Fringe details about FringeWORKS events throughout the Fringe artist discounts around town and general must know information for Adelaide
FRINGEWORKSYour home away from home
Karina BryceJo OCallaghan
Monica Bachmayer
Nadia Rossi
Rebecca Meston
HONEYPOT
FRINGETIXA FringeTIX team member will be available daily at FringeWORKS to sort all your ticketing needs
FRINGEW
ORKS
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EVERYTHING TO KNOW ABOUT REGISTRATION
ARTIST amp VENUE REGISTRATIONAdelaide Fringersquos online Artist amp Venue Registration (AVR) platform is where you enter all details of your event including description genre image venue dates and prices as well as register for Adelaide Fringe event opportunities and programs
When you register your event you will be selecting from 12 categories Cabaret Childrenrsquos Events Circus amp Physical Theatre Comedy Dance Events Film amp Digital Interactive Magic Music Theatre Visual Art amp Design This is where your event will be displayed both in the printed guide and on the website
TO START YOUR REGISTRATION
bull Go to avradelaidefringecomau
bull Follow the prompts to create a user account
If you were registered for the previous Adelaide Fringe you can use your login details to access your user account and reset your password if required Note that previous event information is not saved
You donrsquot have to finish your application all in one sitting We understand you might not have all the information ready at the point of registration
Registrations must be complete by Wednesday 4 Oct 2017
Yoursquore officially a fringe event once all required information in the registration is complete and registration fees are paid
REGISTRATION FEES $395 Performing Arts and Events of 4 sessions or more
$330 Visual Art amp Design of 4 sessions or more
$210 All event categories up to and including 3 sessions
Registration fees are GST free
THIS FEE COVERSRegistration fees themselves cover the cost of your listing in the printed Adelaide Fringe guide but upon registering you get all of this too
bull Your event listed in over 320000 printed Fringe Guides
bull Your event listed on adelaidefringecomau (over 2 million visitors in 2017)
bull Access to a whole array of opportunities to help sell tickets and create networks
bull Participation in events and programs to promote your work
bull Ongoing support and advice including information sessions and access to media lists and other resources
bull Fringe Club access
bull Daily FringeWORKS events to hone your skills warm the heart and soothe the soul
WHEN TO PAYRegistration fees must be received in full by 5pm Wednesday 4 October 2017
Your event isnrsquot official until payment is received
CANCELLATIONS
CANCELLATION DATE REFUND
Up to 18 Oct 2017 100
19 Oct - 08 Nov 2017 50
09 Nov 2017 or later Nil
FUN FACTAdelaide Fringe Artist registration fees havenrsquot changed a single cent for 9 years
NOT FOR PROFIT
Adelaide Fringe is a not-for-profit organisation with a voluntary board This means we do not operate for profit personal gain or other benefit of particular people but seek to work for the good of the greater cause - the Artist Adelaide Fringe is dedicated to putting more money back into every artistrsquos pocket and will continue to lobby government to promote invest in and support the Arts
WHERE DOES YOUR REGO FEE GO
Adelaide Fringe income generated from your registration fees and program guide advertising covers 20 of the total cost of artist services The remaining expenditure is covered by government grants and our generous sponsors
Signing up to AVR is free so what are you waiting for - check it out
REGISTRATION
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 11
OPPORTUNITIES
UNFOLD FRINGE IN RUNDLE MALL
Unfold Fringe in Rundle Mall stage is located in the citys busiest shopping strip
You can present short snippets of your work or lsquospruikrsquo your event or exhibition to potential new audiences right near the central FringeTIX box office
Its a great chance to flyer right after your spot
Opt in for Unfold Fringe in the Mall in AVR Opportunities
YEP
YEP aims to build the next generation of arts enthusiasts and practitioners by engaging young people with events performances exhibitions workshops and backstage tours
YEP is a tailored booking service for teachers and educators and a pathway to a creative and imaginative Fringe experience for all young people from pre-school to 18 years
By adding a discounted price for students your event will have greater exposure in our YEP Guide which is distributed to Schools and youth education providers across South Australia
Opt in for YEP in AVR Opportunities
FRINGE AWARDS
Fringe Awards acknowledge outstanding events presented within Adelaide Fringe
Adelaide Fringe Weekly Awards are judged by a panel of leading industry experts and awarded throughout the Fringe in each art-form
Weekly Award Winners are announced each week in the Fringe Club and emailed to over 100000 Fringe eNews subscribers
Weekly Award Winners go in the running for the BankSA Awards presented to the overall lsquobestrsquo event in each art-form at the Closing Night Awards Ceremony
External presenters also present a variety of awards offering an assortment of prizes including funding for further production company development promotion mentorship and tour opportunities
To be eligible you need to have at least 3 sessions (except Film and Digital Music Visual Art amp Design and Events) not have a rotating or variety line-up or have previously won a major genre award at Adelaide Fringe with the event
Head to AVR for more information and to opt in for Fringe Awards
More Opportunities over the next page
Artist Fringe Wives Club Glittery Clittery A ConSENSUAL Party
Photo Trentino Priori
With over 25000 members aligning with Fringe Membership can help you get more bums on seats
Fringe Membership engages people of all ages throughout the year offering exclusive access to discounted FringeTIX to participating shows during Adelaide Fringe
There are many ways for you to engage with Fringe Membership Add a discounted Fringe Members ticket price to your event advertise through Fringe Membership or offer a special giveaway to Fringe Members You might also directly promote yourself to over 900 Fringe-fans at a Fringe Members night
Head to AVR for more information on how Fringe Membership can work for you
Add a Fringe Member Price (see pg 18)
More details in AVR Resources
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 12
ARTIST FUND GRANTS - FOR AUSTRALIAN ARTISTSAdelaide Fringe aims to award over $40000 in grants to Australian artists that aspire to present ambitious new work in Adelaide Fringe 2018 The Adelaide Fringe Artist Fund provides financial assistance to Australian artists registering their work in the Adelaide Fringe and relies on the generous donations from the general public throughout the year
Established to assist with the challenges of presenting new work at Adelaide Fringe applications are encouraged in all art-forms Proposals which are ambitious in delivering new contemporary art for a wide range of audiences will be looked upon favourably
Grants up to $10000 per project are available
WHO CAN APPLY Australian citizens or Australian permanent residents
APPLICATIONS CLOSE 5pm 4 September 2017 Successful grant recipients will be notified by 18 September 2017
HEAD TO adelaidefringecomauadelaide-fringe-artist-fund
PARADE OF LIGHT
Adelaide Fringe will create a spectacular corridor of light in 2018 connecting the cityrsquos eastern parklands to the riverbank precinct
Both sides of North Terrace will be transformed with buildings serving as canvases for an array of magnificent light projections including the luminous outdoor light show Aurora Borealis aka the Northern Lights ndash known as one of the most extraordinary natural sights in the world
This cultural boulevard will be bustling with activity and provide artists a public space to interact with audiences across all 31 nights of Adelaide Fringe
BankSA Support Act is a BankSA funded initiative that supports selected independent and emerging artists to raise their profile at Adelaide Fringe sell tickets to shows and encourage audiences to discover something new
BankSA subsidises a selection of shows to the public for $10 BankSA then pays the artist the difference between this and the normal ticket price ndash a great way to generate new audiences This is all backed up by a dedicated BankSA Support Act marketing campaign
Apply in AVR Opportunities
GOOSECHASE
Running at the 2017 Adelaide Fringe then returning for Adelaide Fringe 2018 GooseChase is the app based scavenger hunt sending playing patrons across cities to see and do more Fringe 1500 players experienced Adelaide Fringe 2017 in a new way and we are bringing it back for more rounds with even more prizes Keep your eyes peeled in AVR for more info on how you or your venue can get involved in GooseChase
OPPORTUNITIES
2017 Recipient Melita Rowstons Shit Tourism Presents the
Giant Worm Show
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 13
SECURING A VENUE THE ESSENTIALS
Once you have your list of potential venues consider
bull Capacity ndash does it meet your needs is it too big too small or just right If this is your first time to Fringe be realistic in your expectations A larger venue usually means a larger cost
bull Location and audience ndash is it near other Fringe activity close to transport does the venue have an existing audience that suits your event
bull How is the venue planning to market and publicise Fringe events at the venue Will their plans be enough to help get the word out about your event
bull What technical facilities does the venue offer Is this included in the hire or is it an extra charge
bull Is the venue licensed Is it important that audiences can grab a drink pre or post show
bull Can you hold an exhibition opening
bull What other events are happening or planned at the venue
bull What staffing (box office front of house bar) can the venue provide and at what costs
bull Venue accessibility (see pg 15 for details)
bull Cost ndash what is your budget to spend on a venue
bull Does your venue have enough toilets for your audience
Consider your options carefully some factors will be more important to you than others and should steer your decision
VENUE SPACE TYPES IN 2017116
68
94
26
23
9
105
13
129
13
74
04
37
If you already have a venue lined up you are well on your way to finalising your registration If the venue you have chosen is already registered in the AVR site you will be able to select it during the registration process
Still looking for the right venue Were here to help
VENUE FINDER
The Venue Finder is available through the Adelaide Fringe AVR site You can search by venue type location capacity and access all the information you need to assist with finding the perfect match
These venues are interested in having Fringe events at their venue and want to hear from you You can view the venuersquos details and information and if you like what you see get in touch and start negotiating
VENUE ASSISTANCE
Access local knowledge and know-how from the team We can guide you through finding a space from the quirkiest of locations to fully equipped theatres Email artistsadelaidefringecomau
If youre considering setting up and operating your own venue or using a vacant space contact us to find out what youll need to know
LOOKING TO ATTRACT NEW AUDIENCES
Whether youre looking for a venue for your entire event or simply adding an extra show outside of your run in Adelaidersquos CBD consider performing or exhibiting a little further afield
We have Councils in outer metropolitan and regional areas that are very supportive in encouraging creativity within their communities during Adelaide Fringe Keep an eye out in AVR Resources
Securing the right venue for your show exhibition or event is one of the most important decisions you will make
FRINGE TIPVenues donrsquot need to be on the venues list for you to use them You can use any venue you like - be proactive and think creatively
Theatre Concert
Temporary Venue (indoor)
Studio Gallery
School University
Pub Bar Hotel Winery
Outdoor Street Park
Other
Office Retail
Multi-Purpose Arts Venue
Government
Community Cultural Sporting
Cinema
Cafe Restaurant
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 14
COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE
Venues charge a fixed flat rental and the artist keeps 100 of the box office or exhibition sales This is the most straightforward arrangement It means the artist takes on all the financial risk
BOX OFFICE SPLIT
The artist and venue split the box office takings The percentage split will vary depending on the individual agreement A common share is 70ndash80 (artist) 20ndash30 (venue) Ensure that the split is after FringeTIX fees have been taken out
STRAIGHT HIRE BOX OFFICE SPLIT
Venues charge a cheaper rental fee plus a share of the box office (eg Flat fee plus 10 of box office) Ensure that the split is after FringeTIX fees have been taken out
BOX OFFICE SPLIT WITH GUARANTEE
The venue will take percentage of net ticket sales provided they are over the guaranteed amount If not you will need to pay the guaranteed amount as a straight hire fee Check your agreement carefully
NO VENUE HIRE
The venue is offered at no charge However there may be charges for staff technical equipment etc This is a popular option with events that bring in other revenue for the venue such as food and beverage sales
VISUAL ART AND DESIGNLook for a venue that suits your work practically aesthetically and conceptually with adequate visibility and visitation
CAFES RESTAURANTS PUBS
Benefits include good visitation possible window frontage and a ready-made audience to view your work Drawbacks can be limited space non-negotiable and pre-existing hanging points and your work is exposed Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening
OUTDOORS PUBLIC SPACES amp FOYERS
The main benefit is the direct access to the public the drawback is exposure to the elements and the lack of security If your work is suited to an outdoor space you will need to get the appropriate approvals from the council Other venues may include empty buildings shop fronts and public institutions Contact us for assistance
GALLERIES
Many established galleries are programmed up to 12 months in advance If your work is suited to a gallery it is advised that you contact them as soon as possible It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously
FRINGE TIPMake sure you ask venues what the hire fee covers in writing A lower fee may mean that more work is your responsibility (marketing providing box office technical staff) a higher fee should bring more benefits and support
Artist Thomas Readett Visual Arts Photo Krisztian Portscher
We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue All financial and contractual details
are directly between you and the venue not Adelaide Fringe
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
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TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
MARKETIN
G
YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
G
KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
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BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
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INTRODUCING OUR PRINCIPAL PARTNER BANKSA
BankSA is proud to be the Principal Partner of Adelaide Fringe This partnership was formed in 2006 and stands strong today ndash now thatrsquos a partnership
BankSA helps Adelaide Fringe enhance and share this iconic event with more members of the community by creating initiatives to bring artists and audiences together One of these initiatives is BankSA Support Act BankSA also promotes special customer prices to its customers check out pg 18 for more info
ADELAIDE FRINGE EVENT SPONSORSHIP CONDITION
BankSA is the Principal Partner of the Adelaide Fringe This means registered artists must not actively seek or accept sponsorship from any other financial service provider for their Fringe season
This includes any bank lender insurance agencies or broker of any form Any sponsorship of this nature that conflicts with the Adelaide Fringersquos relationship with BankSA may result in the withdrawal of your event from the Fringe program
Any registered artists that have an existing and ongoing sponsorship with a bank lender or broker that may conflict with our Principal Partner shall not display any logos or make any reference to that sponsorship on any marketing materials (whether printed online in advertisements or within any other media form) directly related to their Fringe season These materials should carry the 2018 Adelaide Fringe logo
For clarification about the use of logos or sponsorship conditions contact artistsadelaidefringecomau
Disclaimer amp Privacy Policy Information in this publication was correct at the date of publication 28 July 2017 The Artist Resources in AVR are updated as new information comes to hand To make sure you have the latest information check AVR regularly andor contact the Artists amp Venues team This document was created by Adelaide Fringe and may not be reproduced without prior permission
DATES FOR YOUR DIARY2017
16 AUG Artist registrations open Start your registration and get access to a bunch of information and support
Fringe Guide advertising bookings open
SEP Interstate info sessions amp lsquomeet the teamrsquo
4 SEP Artist Fund applications close
9 SEP Adelaide Fringe 2018 poster launch
13 SEP Deadline to complete registration for EarlyTIX Round 1
20 SEP Deadline to complete registration for EarlyTIX Round 2
27 SEP Deadline to complete registration for EarlyTIX Round 3
4 OCT Artist registrations close
11 OCT EarlyTIX Round 1 on sale at midday
20 OCT Honey Pot nominations close
BankSA Support Act Applications close
YEP registrations close
Fringe Guide advertising bookings close
25 OCT EarlyTIX Round 2 on sale at midday
15 NOV EarlyTIX Round three on sale at midday
6 DEC BankSA Customer amp Fringe Member exclusive pre-sale commences at midday
Rundle Mall box office opens
8 DEC Adelaide Fringe Program Launch with full program on-sale
Call centre opens
Rundle Mall box office opens
20186 JAN Printed Fringe Guide released
14 FEB FringeWORKS opens
15 FEB BankSA Fringe Corner box office opens
16 FEB Adelaide Fringe Opening Night
Fringe in the Mall showcase stage opens
Riverside Box Office opens
Fringe Club opens
Parade of Light opens
18 MAR Fringe Awards amp Closing Party
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WELCOME
CONTACT US artistsadelaidefringecomau +61 8 8100 2022
Our priority is to make the Adelaide Fringe better for artists in each edition of the festival and I hope this magazine is a good place for us to start in the assistance we offer Whether yoursquore a Fringe first-timer or a seasoned Fringe performer this magazine will help you navigate the ins and outs of finding a venue getting your event registered marketing and publicising your event and much more
The Artist Magazine also outlines some of the opportunities offered by Adelaide Fringe to help your event to be as successful as possible as well as how to make the most of your time in Adelaide at the incredible time of year that is the Adelaide Fringe
This year we have had a major breakthrough that will deliver bigger box office settlements than ever before Thanks to funding from the State Government Adelaide Fringe will be more affordable than ever before
This funding means we can now ZERO the inside fees for artists on tickets advertised $3500 and under and set the inside charge on tickets over $3501 at 4 (less than half of what it used to be)
It means that Adelaide Fringe will put more money into your pockets at the end of your season Therersquos a lot more detail on how ticketing and fees work in this information-filled brochure
Be sure to make the most of the services our Fringe team offer you whether it is help with your marketing how to make the most of the Honey Pot Marketplace or how to select the best ticketing brackets for your show
This year we are focused on bringing an interstate and international audience to Adelaide for our beloved Fringe and on increasing audiences for all artists at all venues
Our whole team is here to support you throughout your Fringe journey wersquore always just a phone call or email away We are here to make your dreams become a reality so please call us anytime I canrsquot wait to see your inspiring daring touching and wondrous work at the 2018 Adelaide Fringe
Heather Croall Fringe Director amp CEO
Irsquom delighted to welcome you once again to this yearrsquos Artist Magazine
ldquoMARNI NA BUDNI KAURNA YERTArdquo ndash GREETINGS TO KAURNA COUNTRYAdelaide Fringe acknowledges and respects the tribal family clan groups who are the Kaurna Nation The Kaurna people are the ancestral custodians whose sacred lands we gather on in Adelaide ndash Tarndanyangga We honour the integrity of our first nations and respect their spirit their cultures and their place
Adelaide Fringe 4
New to Adelaide 6
Honey Pot 7
Fringe Club 8
FringeWORKS 9 Your Team Keep Up To Date
Registration 10
Opportunities 11
Artist Fund Grants 12
Venues Securing a Venue 13 Access 15
Ticketing Fees amp Charges 16 Price Types 17 FringeTIX Tips 19
Budgeting Do a Budget 20 Bring in the Bucks 21
Marketing Umbrella of Adelaide Fringe 22 Your Marketing 24 Media 26 Social Media 28
Business 29
CONTENTS
Adelaide Fringe Director Heather Croall Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 4
ADELAIDE
Melbourne
SydneyPerth
16 February ndash 18 March 2018
Spanning 31 balmy summer nights itrsquos an unforgettable experience for all who participate It completely transforms the city into an arts wonderland
Being open-access means that we donrsquot program or lsquochoosersquo artists or events you choose us Adelaide Fringe presents a fantastic opportunity for artists ndash anyone can do anything in the Fringe Whether your event is big and extravagant or quiet and intimate Adelaide Fringe offers the platform for you to have your work seen
All Adelaide Fringe venues are independently operated ndash we invite venue operators to register their space and then assist artists to find the right venue for them Adelaide Fringe does not program any venues itself
Adelaide Fringersquos Artist amp Venue Services team can help you find a suitable venue and give you access to resources and advice to make your season a success
Adelaide Fringe audiences are some of the most adventurous in the world - South Australia isnrsquot called the lsquoFestival Statersquo for nothing In 2017 over 650000 tickets were sold to Adelaide Fringe events showing that audiences are embracing the Fringe more than ever
ldquoItrsquos Adelaide that makes the Fringe special Irsquove done Fringes all over the world and nothing compares to this onerdquo
Sam Simmons
The largest and most loved open access arts festival in the Southern Hemisphere and second largest Fringe in the world
FUN FACT95 of artists and presenters in 2017 said theyd consider returning for the 2018 Adelaide Fringe
ADELAIDE FRINGE
Artist Ruben de Waal and Kiki Bittovabitsch Photo Trentino Priori
ADELAIDE FRINGE
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 5
WHY FRINGE
To perform work to new audiences
To extend and develop networks
For fun and enjoyment
To attract opportunities for future touring and presentation of work
To lift media profile
To make money
Other
76
72
70
62
57
32
11
REASONS FOR PARTICIPATING IN ADELAIDE FRINGE2017 Participant Survey Results
MORE MONEY IN YOUR POCKET FOR ADELAIDE FRINGE 2018Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
ldquoYoursquore smack bang in the middle of a creative revolution Yoursquore amongst amazing artists and you get to know whorsquos out there who your peeps arerdquo
Hot Brown Honey
2017 SNAPSHOT
162 MILLIONBox Office returned to Artists (minus ticketing fees) 5250 artists 658360 tickets sold 1160 events 25 million attendance 453 venues
PLAN AHEADIf you want to register a Fringe event the sooner you start planning the better Think about why you want to present work at Adelaide Fringe and what you want to achieve
Whatever your reason Adelaide Fringe has a range of services and opportunities to help you achieve your goals and get the most out of your Adelaide Fringe experience
Artist amp Venue Services
Huge support network
throughout registrations and
during festival with workshops and development
sessions at FringeWORKS pg 9
Adelaide Fringe Marketplace HONEY POT
pg 7
Artist Fund Grants
Australian Artists only pg 12
Festival Audience
Access to a large audience base
pg 23
Fringe Club Access to the Fringe Club to
dance the nights away and unwind
throughout the Fringe pg 8
Artist Passes For access to the
Fringe Club free entry into
selected shows and special
discounts around town pg 9 18
ADELAIDE FRINGE
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 6
NEW TO ADELAIDE
Lonely Planet recently listed Adelaide as one of the must-see cities of the world Adelaide is a city that truly embraces the arts they donrsquot call us the Festival State for nothing
During February and March Adelaide springs into action Thousands of artists from Adelaide across Australia and the world descend on the city and surrounds lighting it up with their energy for 31 magical days and nights of Adelaide Fringe
The Scotsman have described us as ldquoa trip to the Edinburgh festival where brollies and waterproofs can be gleefully discarded in favour of sunscreen and shortsleevesrdquo
DONrsquoT FORGET bull Your passport ID and any travel
documentation you need
bull Bathers togs swim suits bikini - whatever you call ithellip bring it We werenrsquot lying about our beaches
bull Comfy shoes Shoes that can take you from a day of flyering to your venue and finally to the dancefloor of the Fringe Club
bull Sunscreen a hat and a jacket Adelaide summers are typically hot and dry but can suddenly turn to cold ndash you can expect temperatures at Fringe-time between 25ndash35 degrees daily
GOOD TO KNOW bull We have a dedicated Artist and Venue
Team who are here to help you every step of the way on phone email and skype
bull Not sure about Visas No worries Our Visa Coordinator is on board to assist you
bull FringeWORKS in the Fringe Club is open every day This is your home away from home for all your admin needs info and networking sessions a place to chill out and recharge plus Artist support and FringeTIX staff are there if you need them
bull Free artist BBQs every Wednesday
bull With our amazing beaches and the beautiful Adelaide Hills on a day off they are the perfect place to recharge
bull Adelaide Fringe will be more affordable than ever before We now have ZERO inside fees for artists on tickets advertised $3500 and under and have set the inside charge on tickets over $3501 at 4 It means more money into your pockets at the end of your season
bull Accommodation can be a battle as there is so much happening in Adelaide during Fringe time - so get booking now Speak to the Artist and Venue team about the best places to approach
The [Adelaide] Fringe happens right in the middle of summer and Adelaidersquos lsquo festival seasonrsquo which creates the perfect atmosphere among the locals
You know how Edinburgh is cold and rainy Adelaide is warm and sunny every day soooohellip You know If you want to continue making a name for yourself in the fringe community then Adelaide is an absolute must
Zach Zucker Zach and Viggo Thunderflop Winner Best Comedy 2017 Adelaide Fringe Weekly Award
What you need to know if youre travelling to Adelaide Fringe
Almonta Beach Coffin Bay National Park Photo Rob Blackburn copySATC
NEW
TO ADELAIDE
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 7
If yoursquove answered yes yes yes and yes Honey Pot could be the arts market yoursquove been waiting for
Held throughout Adelaide Fringe 2018 Honey Pot enables artists to showcase their work in its entirety in front of industry professionals Presenters from all over the world attend the market at any time receive tailor-made itineraries of shows to see and networking events to join and effectively choose their own Adelaide Fringe adventure
For countless companies independent artists and producers this boutique market has kick-started that first career-changing conversation with a presenter who is on the hunt for the next big thing or the act that is needed to enrich their future program
Honey Pot 2017
bull 178 presenters (59 international)
bull 550 Honey Pot registered events
bull 8 fruitful networking sessions
bull 1828 complimentary tickets to shows processed (on average presenters saw at least 10 shows each)
As at July 2017 95 tours commissions and future presentations have already been confirmed from Adelaide Fringe 2017 So if your work is tour-ready nominate to be part of the Honey Pot program in AVR Opportunities
Read more about our Honey Pot program at adelaidefringecomauhoney-pot
Is your show ready for that next step
That regional national or international tour that commission that residency
Are you seeking to network with a bunch of new people gain some industry knowledge professionally develop and perhaps even be discovered in the process
Adelaide Fringes Marketplace
Honey Pot is great at connecting you with the right people Its a unique opportunity for aspiring artists to gain industry access at the next level
Triton Tunis-Mitchell Gravity amp Other Myths
TERROR AUSTRALIS ndash LEAH SHELTON (QLD) Premiered at Adelaide Fringe 2016Outcomes includeBrighton Fringe UKAccomplice Darwin Fringe NTBrisbane Powerhouse QLDCairns Centre of Contemporary Arts QLDMelbourne Fringe VICProvocaacutere Festival of the Arts Chapel Street Melbourne VIC
HOT BROWN HONEY (QLDNSW) Performed at Adelaide Fringe 2014 2015 2016Outcomes includeTiger Dublin Fringe Ireland UKAssembly Edinburgh Festival Fringe UKRed Hot Arts NTMelbourne International Comedy Festival VICBrisbane Festival QLDSydney Opera House NSWDarebin Arts VIC
A SIMPLE SPACE ndash GRAVITY amp OTHER MYTHS (SA) Premiered at Adelaide Fringe 2013Outcomes includeSydney Festival NSWFairfax Festival - Swan Hill Performing Arts Centre VICHoopla Festival NSWDreamBIG Childrenrsquos Festival SASeoul Street Arts Festival KORHarare International Arts Festival ZWERecklinghausen Fringe DEUSpoleto Festival South Carolina USAUdderbelly Festival Southbank London UK
KNEE DEEP ndash CASUS (QLD) Performed at Adelaide Fringe 2012Outcomes includeJudith Wright Centre of Contemporary Arts QLDWoodford Folk Festival QLDKonzertdirektion Landgraf DEUSeoul Street Arts Festival KOR
HONEY POT ALUMNIAll part of the Honey Pot program audiences everywhere have since engaged with the following works (to name just a few)
Artist Leah Shelton Photo Anthony RexHO
NEY PO
T
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 8
Rymill ParkMurlawirrapurka 16 February ndash 18 March
The place to grab a beer and a bite to eat With artist discounts on food and drinks itrsquos where you meet fellow artists and industry guests from Australia and around the world
Let your hair down and relax dance off that post show energy and cheer on your peers as they perform nightly Made exclusively for artists by artists this is where you want to be
Whether yoursquore looking to dance to late night DJs or grab a late night bite wersquove got you covered Located in the eastern parklands be sure to put it on your map because anything and everything will happen at the Fringe Club
However you choose to spend your time in the Fringe Club take time to meet new people and chat to other artists you never know who you will bump into
Artist Gingzilla Photo Trentino Priori
FRINGE CLUBThis is your place to party
FRINGE CLUB
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 9
Jason Marsiglia
ldquo[hellip] use the Artists support team at the fringe hub They are absolutely amazing and it is without a doubt the best face-to-face artist resource any festival has ever offered me They seem to know the answer to EVERYTHING And are just blooming lovely to bootrdquo
Rowena Hutson 2017 Adelaide Fringe Artist
Located at the Fringe Club Rymill ParkMurlawirrapurka 14 February ndash 18 March
Open every day of the Fringe (Formerly the Artist Tent)
See FringeWORKS as your all in one office meeting space rehearsal area and home away from home Therersquos plenty of room for everything from circus training to an afternoon nap
This is where you will find the Artist amp Venue Services team ready to help with information and any queries
Use the free computers and WiFi plug in your laptop and access printing and photocopying services - not to mention handy stationary items like a guillotine and staplers to help with all your postering and flyering efforts
To help you get the best out of Fringe Artist amp Venue Services put together a smashing timetable of events to warm your heart and sooth the soul including info sessions forums and workshops throughout the Fringe
bull Face to face support from your Artist amp Venue Services FringeTIX and Honey Pot teams
bull Collection point for your 2018 Fringe credentials and on-the-ground artist support guide
bull Free weekly BBQrsquos
bull Info sessions development opportunities workshops and special forums
bull Meet the Media events
bull Marketing amp Publicity sessions
KEEP UP TO DATEARTIST amp VENUE BULLETINS
Sent regularly throughout the registration process they contain useful information deadlines and opportunities Make sure yoursquore signed up in AVR
FRINGEWORKS SESSIONS
Throughout the registration period wersquoll be holding a number of information sessions in Adelaide and during our roadshows around Australia
Theyrsquore the perfect opportunity to meet the team learn about Adelaide Fringe specific opportunities how to market your show network with other artists and get all the tips on how to make the most of your Adelaide Fringe experience
Stay tuned for dates and venues in a city near you
Interstate or overseas Donrsquot worry selected sessions will be recorded and available through AVR Resources
See the Artist amp Venue Services team as your go-to people at Adelaide Fringe Wersquore with you every step of the way from registrations right through to on-the-ground support at FringeWORKS every day of the Fringe Utilise us sling questions at us wersquore here to help
artistsadelaidefringecomau +61 8 8100 2022
YOUR TEAM
KEEP AN EYE OUT FOR THE FRINGEWORKS GUIDE
Whether youre a local interstate or international artist look out for our FringeWORKS guide This includes information on Fringe details about FringeWORKS events throughout the Fringe artist discounts around town and general must know information for Adelaide
FRINGEWORKSYour home away from home
Karina BryceJo OCallaghan
Monica Bachmayer
Nadia Rossi
Rebecca Meston
HONEYPOT
FRINGETIXA FringeTIX team member will be available daily at FringeWORKS to sort all your ticketing needs
FRINGEW
ORKS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 10
EVERYTHING TO KNOW ABOUT REGISTRATION
ARTIST amp VENUE REGISTRATIONAdelaide Fringersquos online Artist amp Venue Registration (AVR) platform is where you enter all details of your event including description genre image venue dates and prices as well as register for Adelaide Fringe event opportunities and programs
When you register your event you will be selecting from 12 categories Cabaret Childrenrsquos Events Circus amp Physical Theatre Comedy Dance Events Film amp Digital Interactive Magic Music Theatre Visual Art amp Design This is where your event will be displayed both in the printed guide and on the website
TO START YOUR REGISTRATION
bull Go to avradelaidefringecomau
bull Follow the prompts to create a user account
If you were registered for the previous Adelaide Fringe you can use your login details to access your user account and reset your password if required Note that previous event information is not saved
You donrsquot have to finish your application all in one sitting We understand you might not have all the information ready at the point of registration
Registrations must be complete by Wednesday 4 Oct 2017
Yoursquore officially a fringe event once all required information in the registration is complete and registration fees are paid
REGISTRATION FEES $395 Performing Arts and Events of 4 sessions or more
$330 Visual Art amp Design of 4 sessions or more
$210 All event categories up to and including 3 sessions
Registration fees are GST free
THIS FEE COVERSRegistration fees themselves cover the cost of your listing in the printed Adelaide Fringe guide but upon registering you get all of this too
bull Your event listed in over 320000 printed Fringe Guides
bull Your event listed on adelaidefringecomau (over 2 million visitors in 2017)
bull Access to a whole array of opportunities to help sell tickets and create networks
bull Participation in events and programs to promote your work
bull Ongoing support and advice including information sessions and access to media lists and other resources
bull Fringe Club access
bull Daily FringeWORKS events to hone your skills warm the heart and soothe the soul
WHEN TO PAYRegistration fees must be received in full by 5pm Wednesday 4 October 2017
Your event isnrsquot official until payment is received
CANCELLATIONS
CANCELLATION DATE REFUND
Up to 18 Oct 2017 100
19 Oct - 08 Nov 2017 50
09 Nov 2017 or later Nil
FUN FACTAdelaide Fringe Artist registration fees havenrsquot changed a single cent for 9 years
NOT FOR PROFIT
Adelaide Fringe is a not-for-profit organisation with a voluntary board This means we do not operate for profit personal gain or other benefit of particular people but seek to work for the good of the greater cause - the Artist Adelaide Fringe is dedicated to putting more money back into every artistrsquos pocket and will continue to lobby government to promote invest in and support the Arts
WHERE DOES YOUR REGO FEE GO
Adelaide Fringe income generated from your registration fees and program guide advertising covers 20 of the total cost of artist services The remaining expenditure is covered by government grants and our generous sponsors
Signing up to AVR is free so what are you waiting for - check it out
REGISTRATION
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 11
OPPORTUNITIES
UNFOLD FRINGE IN RUNDLE MALL
Unfold Fringe in Rundle Mall stage is located in the citys busiest shopping strip
You can present short snippets of your work or lsquospruikrsquo your event or exhibition to potential new audiences right near the central FringeTIX box office
Its a great chance to flyer right after your spot
Opt in for Unfold Fringe in the Mall in AVR Opportunities
YEP
YEP aims to build the next generation of arts enthusiasts and practitioners by engaging young people with events performances exhibitions workshops and backstage tours
YEP is a tailored booking service for teachers and educators and a pathway to a creative and imaginative Fringe experience for all young people from pre-school to 18 years
By adding a discounted price for students your event will have greater exposure in our YEP Guide which is distributed to Schools and youth education providers across South Australia
Opt in for YEP in AVR Opportunities
FRINGE AWARDS
Fringe Awards acknowledge outstanding events presented within Adelaide Fringe
Adelaide Fringe Weekly Awards are judged by a panel of leading industry experts and awarded throughout the Fringe in each art-form
Weekly Award Winners are announced each week in the Fringe Club and emailed to over 100000 Fringe eNews subscribers
Weekly Award Winners go in the running for the BankSA Awards presented to the overall lsquobestrsquo event in each art-form at the Closing Night Awards Ceremony
External presenters also present a variety of awards offering an assortment of prizes including funding for further production company development promotion mentorship and tour opportunities
To be eligible you need to have at least 3 sessions (except Film and Digital Music Visual Art amp Design and Events) not have a rotating or variety line-up or have previously won a major genre award at Adelaide Fringe with the event
Head to AVR for more information and to opt in for Fringe Awards
More Opportunities over the next page
Artist Fringe Wives Club Glittery Clittery A ConSENSUAL Party
Photo Trentino Priori
With over 25000 members aligning with Fringe Membership can help you get more bums on seats
Fringe Membership engages people of all ages throughout the year offering exclusive access to discounted FringeTIX to participating shows during Adelaide Fringe
There are many ways for you to engage with Fringe Membership Add a discounted Fringe Members ticket price to your event advertise through Fringe Membership or offer a special giveaway to Fringe Members You might also directly promote yourself to over 900 Fringe-fans at a Fringe Members night
Head to AVR for more information on how Fringe Membership can work for you
Add a Fringe Member Price (see pg 18)
More details in AVR Resources
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 12
ARTIST FUND GRANTS - FOR AUSTRALIAN ARTISTSAdelaide Fringe aims to award over $40000 in grants to Australian artists that aspire to present ambitious new work in Adelaide Fringe 2018 The Adelaide Fringe Artist Fund provides financial assistance to Australian artists registering their work in the Adelaide Fringe and relies on the generous donations from the general public throughout the year
Established to assist with the challenges of presenting new work at Adelaide Fringe applications are encouraged in all art-forms Proposals which are ambitious in delivering new contemporary art for a wide range of audiences will be looked upon favourably
Grants up to $10000 per project are available
WHO CAN APPLY Australian citizens or Australian permanent residents
APPLICATIONS CLOSE 5pm 4 September 2017 Successful grant recipients will be notified by 18 September 2017
HEAD TO adelaidefringecomauadelaide-fringe-artist-fund
PARADE OF LIGHT
Adelaide Fringe will create a spectacular corridor of light in 2018 connecting the cityrsquos eastern parklands to the riverbank precinct
Both sides of North Terrace will be transformed with buildings serving as canvases for an array of magnificent light projections including the luminous outdoor light show Aurora Borealis aka the Northern Lights ndash known as one of the most extraordinary natural sights in the world
This cultural boulevard will be bustling with activity and provide artists a public space to interact with audiences across all 31 nights of Adelaide Fringe
BankSA Support Act is a BankSA funded initiative that supports selected independent and emerging artists to raise their profile at Adelaide Fringe sell tickets to shows and encourage audiences to discover something new
BankSA subsidises a selection of shows to the public for $10 BankSA then pays the artist the difference between this and the normal ticket price ndash a great way to generate new audiences This is all backed up by a dedicated BankSA Support Act marketing campaign
Apply in AVR Opportunities
GOOSECHASE
Running at the 2017 Adelaide Fringe then returning for Adelaide Fringe 2018 GooseChase is the app based scavenger hunt sending playing patrons across cities to see and do more Fringe 1500 players experienced Adelaide Fringe 2017 in a new way and we are bringing it back for more rounds with even more prizes Keep your eyes peeled in AVR for more info on how you or your venue can get involved in GooseChase
OPPORTUNITIES
2017 Recipient Melita Rowstons Shit Tourism Presents the
Giant Worm Show
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 13
SECURING A VENUE THE ESSENTIALS
Once you have your list of potential venues consider
bull Capacity ndash does it meet your needs is it too big too small or just right If this is your first time to Fringe be realistic in your expectations A larger venue usually means a larger cost
bull Location and audience ndash is it near other Fringe activity close to transport does the venue have an existing audience that suits your event
bull How is the venue planning to market and publicise Fringe events at the venue Will their plans be enough to help get the word out about your event
bull What technical facilities does the venue offer Is this included in the hire or is it an extra charge
bull Is the venue licensed Is it important that audiences can grab a drink pre or post show
bull Can you hold an exhibition opening
bull What other events are happening or planned at the venue
bull What staffing (box office front of house bar) can the venue provide and at what costs
bull Venue accessibility (see pg 15 for details)
bull Cost ndash what is your budget to spend on a venue
bull Does your venue have enough toilets for your audience
Consider your options carefully some factors will be more important to you than others and should steer your decision
VENUE SPACE TYPES IN 2017116
68
94
26
23
9
105
13
129
13
74
04
37
If you already have a venue lined up you are well on your way to finalising your registration If the venue you have chosen is already registered in the AVR site you will be able to select it during the registration process
Still looking for the right venue Were here to help
VENUE FINDER
The Venue Finder is available through the Adelaide Fringe AVR site You can search by venue type location capacity and access all the information you need to assist with finding the perfect match
These venues are interested in having Fringe events at their venue and want to hear from you You can view the venuersquos details and information and if you like what you see get in touch and start negotiating
VENUE ASSISTANCE
Access local knowledge and know-how from the team We can guide you through finding a space from the quirkiest of locations to fully equipped theatres Email artistsadelaidefringecomau
If youre considering setting up and operating your own venue or using a vacant space contact us to find out what youll need to know
LOOKING TO ATTRACT NEW AUDIENCES
Whether youre looking for a venue for your entire event or simply adding an extra show outside of your run in Adelaidersquos CBD consider performing or exhibiting a little further afield
We have Councils in outer metropolitan and regional areas that are very supportive in encouraging creativity within their communities during Adelaide Fringe Keep an eye out in AVR Resources
Securing the right venue for your show exhibition or event is one of the most important decisions you will make
FRINGE TIPVenues donrsquot need to be on the venues list for you to use them You can use any venue you like - be proactive and think creatively
Theatre Concert
Temporary Venue (indoor)
Studio Gallery
School University
Pub Bar Hotel Winery
Outdoor Street Park
Other
Office Retail
Multi-Purpose Arts Venue
Government
Community Cultural Sporting
Cinema
Cafe Restaurant
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 14
COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE
Venues charge a fixed flat rental and the artist keeps 100 of the box office or exhibition sales This is the most straightforward arrangement It means the artist takes on all the financial risk
BOX OFFICE SPLIT
The artist and venue split the box office takings The percentage split will vary depending on the individual agreement A common share is 70ndash80 (artist) 20ndash30 (venue) Ensure that the split is after FringeTIX fees have been taken out
STRAIGHT HIRE BOX OFFICE SPLIT
Venues charge a cheaper rental fee plus a share of the box office (eg Flat fee plus 10 of box office) Ensure that the split is after FringeTIX fees have been taken out
BOX OFFICE SPLIT WITH GUARANTEE
The venue will take percentage of net ticket sales provided they are over the guaranteed amount If not you will need to pay the guaranteed amount as a straight hire fee Check your agreement carefully
NO VENUE HIRE
The venue is offered at no charge However there may be charges for staff technical equipment etc This is a popular option with events that bring in other revenue for the venue such as food and beverage sales
VISUAL ART AND DESIGNLook for a venue that suits your work practically aesthetically and conceptually with adequate visibility and visitation
CAFES RESTAURANTS PUBS
Benefits include good visitation possible window frontage and a ready-made audience to view your work Drawbacks can be limited space non-negotiable and pre-existing hanging points and your work is exposed Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening
OUTDOORS PUBLIC SPACES amp FOYERS
The main benefit is the direct access to the public the drawback is exposure to the elements and the lack of security If your work is suited to an outdoor space you will need to get the appropriate approvals from the council Other venues may include empty buildings shop fronts and public institutions Contact us for assistance
GALLERIES
Many established galleries are programmed up to 12 months in advance If your work is suited to a gallery it is advised that you contact them as soon as possible It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously
FRINGE TIPMake sure you ask venues what the hire fee covers in writing A lower fee may mean that more work is your responsibility (marketing providing box office technical staff) a higher fee should bring more benefits and support
Artist Thomas Readett Visual Arts Photo Krisztian Portscher
We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue All financial and contractual details
are directly between you and the venue not Adelaide Fringe
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 16
TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
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WELCOME
CONTACT US artistsadelaidefringecomau +61 8 8100 2022
Our priority is to make the Adelaide Fringe better for artists in each edition of the festival and I hope this magazine is a good place for us to start in the assistance we offer Whether yoursquore a Fringe first-timer or a seasoned Fringe performer this magazine will help you navigate the ins and outs of finding a venue getting your event registered marketing and publicising your event and much more
The Artist Magazine also outlines some of the opportunities offered by Adelaide Fringe to help your event to be as successful as possible as well as how to make the most of your time in Adelaide at the incredible time of year that is the Adelaide Fringe
This year we have had a major breakthrough that will deliver bigger box office settlements than ever before Thanks to funding from the State Government Adelaide Fringe will be more affordable than ever before
This funding means we can now ZERO the inside fees for artists on tickets advertised $3500 and under and set the inside charge on tickets over $3501 at 4 (less than half of what it used to be)
It means that Adelaide Fringe will put more money into your pockets at the end of your season Therersquos a lot more detail on how ticketing and fees work in this information-filled brochure
Be sure to make the most of the services our Fringe team offer you whether it is help with your marketing how to make the most of the Honey Pot Marketplace or how to select the best ticketing brackets for your show
This year we are focused on bringing an interstate and international audience to Adelaide for our beloved Fringe and on increasing audiences for all artists at all venues
Our whole team is here to support you throughout your Fringe journey wersquore always just a phone call or email away We are here to make your dreams become a reality so please call us anytime I canrsquot wait to see your inspiring daring touching and wondrous work at the 2018 Adelaide Fringe
Heather Croall Fringe Director amp CEO
Irsquom delighted to welcome you once again to this yearrsquos Artist Magazine
ldquoMARNI NA BUDNI KAURNA YERTArdquo ndash GREETINGS TO KAURNA COUNTRYAdelaide Fringe acknowledges and respects the tribal family clan groups who are the Kaurna Nation The Kaurna people are the ancestral custodians whose sacred lands we gather on in Adelaide ndash Tarndanyangga We honour the integrity of our first nations and respect their spirit their cultures and their place
Adelaide Fringe 4
New to Adelaide 6
Honey Pot 7
Fringe Club 8
FringeWORKS 9 Your Team Keep Up To Date
Registration 10
Opportunities 11
Artist Fund Grants 12
Venues Securing a Venue 13 Access 15
Ticketing Fees amp Charges 16 Price Types 17 FringeTIX Tips 19
Budgeting Do a Budget 20 Bring in the Bucks 21
Marketing Umbrella of Adelaide Fringe 22 Your Marketing 24 Media 26 Social Media 28
Business 29
CONTENTS
Adelaide Fringe Director Heather Croall Photo Trentino Priori
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ADELAIDE
Melbourne
SydneyPerth
16 February ndash 18 March 2018
Spanning 31 balmy summer nights itrsquos an unforgettable experience for all who participate It completely transforms the city into an arts wonderland
Being open-access means that we donrsquot program or lsquochoosersquo artists or events you choose us Adelaide Fringe presents a fantastic opportunity for artists ndash anyone can do anything in the Fringe Whether your event is big and extravagant or quiet and intimate Adelaide Fringe offers the platform for you to have your work seen
All Adelaide Fringe venues are independently operated ndash we invite venue operators to register their space and then assist artists to find the right venue for them Adelaide Fringe does not program any venues itself
Adelaide Fringersquos Artist amp Venue Services team can help you find a suitable venue and give you access to resources and advice to make your season a success
Adelaide Fringe audiences are some of the most adventurous in the world - South Australia isnrsquot called the lsquoFestival Statersquo for nothing In 2017 over 650000 tickets were sold to Adelaide Fringe events showing that audiences are embracing the Fringe more than ever
ldquoItrsquos Adelaide that makes the Fringe special Irsquove done Fringes all over the world and nothing compares to this onerdquo
Sam Simmons
The largest and most loved open access arts festival in the Southern Hemisphere and second largest Fringe in the world
FUN FACT95 of artists and presenters in 2017 said theyd consider returning for the 2018 Adelaide Fringe
ADELAIDE FRINGE
Artist Ruben de Waal and Kiki Bittovabitsch Photo Trentino Priori
ADELAIDE FRINGE
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 5
WHY FRINGE
To perform work to new audiences
To extend and develop networks
For fun and enjoyment
To attract opportunities for future touring and presentation of work
To lift media profile
To make money
Other
76
72
70
62
57
32
11
REASONS FOR PARTICIPATING IN ADELAIDE FRINGE2017 Participant Survey Results
MORE MONEY IN YOUR POCKET FOR ADELAIDE FRINGE 2018Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
ldquoYoursquore smack bang in the middle of a creative revolution Yoursquore amongst amazing artists and you get to know whorsquos out there who your peeps arerdquo
Hot Brown Honey
2017 SNAPSHOT
162 MILLIONBox Office returned to Artists (minus ticketing fees) 5250 artists 658360 tickets sold 1160 events 25 million attendance 453 venues
PLAN AHEADIf you want to register a Fringe event the sooner you start planning the better Think about why you want to present work at Adelaide Fringe and what you want to achieve
Whatever your reason Adelaide Fringe has a range of services and opportunities to help you achieve your goals and get the most out of your Adelaide Fringe experience
Artist amp Venue Services
Huge support network
throughout registrations and
during festival with workshops and development
sessions at FringeWORKS pg 9
Adelaide Fringe Marketplace HONEY POT
pg 7
Artist Fund Grants
Australian Artists only pg 12
Festival Audience
Access to a large audience base
pg 23
Fringe Club Access to the Fringe Club to
dance the nights away and unwind
throughout the Fringe pg 8
Artist Passes For access to the
Fringe Club free entry into
selected shows and special
discounts around town pg 9 18
ADELAIDE FRINGE
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NEW TO ADELAIDE
Lonely Planet recently listed Adelaide as one of the must-see cities of the world Adelaide is a city that truly embraces the arts they donrsquot call us the Festival State for nothing
During February and March Adelaide springs into action Thousands of artists from Adelaide across Australia and the world descend on the city and surrounds lighting it up with their energy for 31 magical days and nights of Adelaide Fringe
The Scotsman have described us as ldquoa trip to the Edinburgh festival where brollies and waterproofs can be gleefully discarded in favour of sunscreen and shortsleevesrdquo
DONrsquoT FORGET bull Your passport ID and any travel
documentation you need
bull Bathers togs swim suits bikini - whatever you call ithellip bring it We werenrsquot lying about our beaches
bull Comfy shoes Shoes that can take you from a day of flyering to your venue and finally to the dancefloor of the Fringe Club
bull Sunscreen a hat and a jacket Adelaide summers are typically hot and dry but can suddenly turn to cold ndash you can expect temperatures at Fringe-time between 25ndash35 degrees daily
GOOD TO KNOW bull We have a dedicated Artist and Venue
Team who are here to help you every step of the way on phone email and skype
bull Not sure about Visas No worries Our Visa Coordinator is on board to assist you
bull FringeWORKS in the Fringe Club is open every day This is your home away from home for all your admin needs info and networking sessions a place to chill out and recharge plus Artist support and FringeTIX staff are there if you need them
bull Free artist BBQs every Wednesday
bull With our amazing beaches and the beautiful Adelaide Hills on a day off they are the perfect place to recharge
bull Adelaide Fringe will be more affordable than ever before We now have ZERO inside fees for artists on tickets advertised $3500 and under and have set the inside charge on tickets over $3501 at 4 It means more money into your pockets at the end of your season
bull Accommodation can be a battle as there is so much happening in Adelaide during Fringe time - so get booking now Speak to the Artist and Venue team about the best places to approach
The [Adelaide] Fringe happens right in the middle of summer and Adelaidersquos lsquo festival seasonrsquo which creates the perfect atmosphere among the locals
You know how Edinburgh is cold and rainy Adelaide is warm and sunny every day soooohellip You know If you want to continue making a name for yourself in the fringe community then Adelaide is an absolute must
Zach Zucker Zach and Viggo Thunderflop Winner Best Comedy 2017 Adelaide Fringe Weekly Award
What you need to know if youre travelling to Adelaide Fringe
Almonta Beach Coffin Bay National Park Photo Rob Blackburn copySATC
NEW
TO ADELAIDE
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If yoursquove answered yes yes yes and yes Honey Pot could be the arts market yoursquove been waiting for
Held throughout Adelaide Fringe 2018 Honey Pot enables artists to showcase their work in its entirety in front of industry professionals Presenters from all over the world attend the market at any time receive tailor-made itineraries of shows to see and networking events to join and effectively choose their own Adelaide Fringe adventure
For countless companies independent artists and producers this boutique market has kick-started that first career-changing conversation with a presenter who is on the hunt for the next big thing or the act that is needed to enrich their future program
Honey Pot 2017
bull 178 presenters (59 international)
bull 550 Honey Pot registered events
bull 8 fruitful networking sessions
bull 1828 complimentary tickets to shows processed (on average presenters saw at least 10 shows each)
As at July 2017 95 tours commissions and future presentations have already been confirmed from Adelaide Fringe 2017 So if your work is tour-ready nominate to be part of the Honey Pot program in AVR Opportunities
Read more about our Honey Pot program at adelaidefringecomauhoney-pot
Is your show ready for that next step
That regional national or international tour that commission that residency
Are you seeking to network with a bunch of new people gain some industry knowledge professionally develop and perhaps even be discovered in the process
Adelaide Fringes Marketplace
Honey Pot is great at connecting you with the right people Its a unique opportunity for aspiring artists to gain industry access at the next level
Triton Tunis-Mitchell Gravity amp Other Myths
TERROR AUSTRALIS ndash LEAH SHELTON (QLD) Premiered at Adelaide Fringe 2016Outcomes includeBrighton Fringe UKAccomplice Darwin Fringe NTBrisbane Powerhouse QLDCairns Centre of Contemporary Arts QLDMelbourne Fringe VICProvocaacutere Festival of the Arts Chapel Street Melbourne VIC
HOT BROWN HONEY (QLDNSW) Performed at Adelaide Fringe 2014 2015 2016Outcomes includeTiger Dublin Fringe Ireland UKAssembly Edinburgh Festival Fringe UKRed Hot Arts NTMelbourne International Comedy Festival VICBrisbane Festival QLDSydney Opera House NSWDarebin Arts VIC
A SIMPLE SPACE ndash GRAVITY amp OTHER MYTHS (SA) Premiered at Adelaide Fringe 2013Outcomes includeSydney Festival NSWFairfax Festival - Swan Hill Performing Arts Centre VICHoopla Festival NSWDreamBIG Childrenrsquos Festival SASeoul Street Arts Festival KORHarare International Arts Festival ZWERecklinghausen Fringe DEUSpoleto Festival South Carolina USAUdderbelly Festival Southbank London UK
KNEE DEEP ndash CASUS (QLD) Performed at Adelaide Fringe 2012Outcomes includeJudith Wright Centre of Contemporary Arts QLDWoodford Folk Festival QLDKonzertdirektion Landgraf DEUSeoul Street Arts Festival KOR
HONEY POT ALUMNIAll part of the Honey Pot program audiences everywhere have since engaged with the following works (to name just a few)
Artist Leah Shelton Photo Anthony RexHO
NEY PO
T
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 8
Rymill ParkMurlawirrapurka 16 February ndash 18 March
The place to grab a beer and a bite to eat With artist discounts on food and drinks itrsquos where you meet fellow artists and industry guests from Australia and around the world
Let your hair down and relax dance off that post show energy and cheer on your peers as they perform nightly Made exclusively for artists by artists this is where you want to be
Whether yoursquore looking to dance to late night DJs or grab a late night bite wersquove got you covered Located in the eastern parklands be sure to put it on your map because anything and everything will happen at the Fringe Club
However you choose to spend your time in the Fringe Club take time to meet new people and chat to other artists you never know who you will bump into
Artist Gingzilla Photo Trentino Priori
FRINGE CLUBThis is your place to party
FRINGE CLUB
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 9
Jason Marsiglia
ldquo[hellip] use the Artists support team at the fringe hub They are absolutely amazing and it is without a doubt the best face-to-face artist resource any festival has ever offered me They seem to know the answer to EVERYTHING And are just blooming lovely to bootrdquo
Rowena Hutson 2017 Adelaide Fringe Artist
Located at the Fringe Club Rymill ParkMurlawirrapurka 14 February ndash 18 March
Open every day of the Fringe (Formerly the Artist Tent)
See FringeWORKS as your all in one office meeting space rehearsal area and home away from home Therersquos plenty of room for everything from circus training to an afternoon nap
This is where you will find the Artist amp Venue Services team ready to help with information and any queries
Use the free computers and WiFi plug in your laptop and access printing and photocopying services - not to mention handy stationary items like a guillotine and staplers to help with all your postering and flyering efforts
To help you get the best out of Fringe Artist amp Venue Services put together a smashing timetable of events to warm your heart and sooth the soul including info sessions forums and workshops throughout the Fringe
bull Face to face support from your Artist amp Venue Services FringeTIX and Honey Pot teams
bull Collection point for your 2018 Fringe credentials and on-the-ground artist support guide
bull Free weekly BBQrsquos
bull Info sessions development opportunities workshops and special forums
bull Meet the Media events
bull Marketing amp Publicity sessions
KEEP UP TO DATEARTIST amp VENUE BULLETINS
Sent regularly throughout the registration process they contain useful information deadlines and opportunities Make sure yoursquore signed up in AVR
FRINGEWORKS SESSIONS
Throughout the registration period wersquoll be holding a number of information sessions in Adelaide and during our roadshows around Australia
Theyrsquore the perfect opportunity to meet the team learn about Adelaide Fringe specific opportunities how to market your show network with other artists and get all the tips on how to make the most of your Adelaide Fringe experience
Stay tuned for dates and venues in a city near you
Interstate or overseas Donrsquot worry selected sessions will be recorded and available through AVR Resources
See the Artist amp Venue Services team as your go-to people at Adelaide Fringe Wersquore with you every step of the way from registrations right through to on-the-ground support at FringeWORKS every day of the Fringe Utilise us sling questions at us wersquore here to help
artistsadelaidefringecomau +61 8 8100 2022
YOUR TEAM
KEEP AN EYE OUT FOR THE FRINGEWORKS GUIDE
Whether youre a local interstate or international artist look out for our FringeWORKS guide This includes information on Fringe details about FringeWORKS events throughout the Fringe artist discounts around town and general must know information for Adelaide
FRINGEWORKSYour home away from home
Karina BryceJo OCallaghan
Monica Bachmayer
Nadia Rossi
Rebecca Meston
HONEYPOT
FRINGETIXA FringeTIX team member will be available daily at FringeWORKS to sort all your ticketing needs
FRINGEW
ORKS
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EVERYTHING TO KNOW ABOUT REGISTRATION
ARTIST amp VENUE REGISTRATIONAdelaide Fringersquos online Artist amp Venue Registration (AVR) platform is where you enter all details of your event including description genre image venue dates and prices as well as register for Adelaide Fringe event opportunities and programs
When you register your event you will be selecting from 12 categories Cabaret Childrenrsquos Events Circus amp Physical Theatre Comedy Dance Events Film amp Digital Interactive Magic Music Theatre Visual Art amp Design This is where your event will be displayed both in the printed guide and on the website
TO START YOUR REGISTRATION
bull Go to avradelaidefringecomau
bull Follow the prompts to create a user account
If you were registered for the previous Adelaide Fringe you can use your login details to access your user account and reset your password if required Note that previous event information is not saved
You donrsquot have to finish your application all in one sitting We understand you might not have all the information ready at the point of registration
Registrations must be complete by Wednesday 4 Oct 2017
Yoursquore officially a fringe event once all required information in the registration is complete and registration fees are paid
REGISTRATION FEES $395 Performing Arts and Events of 4 sessions or more
$330 Visual Art amp Design of 4 sessions or more
$210 All event categories up to and including 3 sessions
Registration fees are GST free
THIS FEE COVERSRegistration fees themselves cover the cost of your listing in the printed Adelaide Fringe guide but upon registering you get all of this too
bull Your event listed in over 320000 printed Fringe Guides
bull Your event listed on adelaidefringecomau (over 2 million visitors in 2017)
bull Access to a whole array of opportunities to help sell tickets and create networks
bull Participation in events and programs to promote your work
bull Ongoing support and advice including information sessions and access to media lists and other resources
bull Fringe Club access
bull Daily FringeWORKS events to hone your skills warm the heart and soothe the soul
WHEN TO PAYRegistration fees must be received in full by 5pm Wednesday 4 October 2017
Your event isnrsquot official until payment is received
CANCELLATIONS
CANCELLATION DATE REFUND
Up to 18 Oct 2017 100
19 Oct - 08 Nov 2017 50
09 Nov 2017 or later Nil
FUN FACTAdelaide Fringe Artist registration fees havenrsquot changed a single cent for 9 years
NOT FOR PROFIT
Adelaide Fringe is a not-for-profit organisation with a voluntary board This means we do not operate for profit personal gain or other benefit of particular people but seek to work for the good of the greater cause - the Artist Adelaide Fringe is dedicated to putting more money back into every artistrsquos pocket and will continue to lobby government to promote invest in and support the Arts
WHERE DOES YOUR REGO FEE GO
Adelaide Fringe income generated from your registration fees and program guide advertising covers 20 of the total cost of artist services The remaining expenditure is covered by government grants and our generous sponsors
Signing up to AVR is free so what are you waiting for - check it out
REGISTRATION
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OPPORTUNITIES
UNFOLD FRINGE IN RUNDLE MALL
Unfold Fringe in Rundle Mall stage is located in the citys busiest shopping strip
You can present short snippets of your work or lsquospruikrsquo your event or exhibition to potential new audiences right near the central FringeTIX box office
Its a great chance to flyer right after your spot
Opt in for Unfold Fringe in the Mall in AVR Opportunities
YEP
YEP aims to build the next generation of arts enthusiasts and practitioners by engaging young people with events performances exhibitions workshops and backstage tours
YEP is a tailored booking service for teachers and educators and a pathway to a creative and imaginative Fringe experience for all young people from pre-school to 18 years
By adding a discounted price for students your event will have greater exposure in our YEP Guide which is distributed to Schools and youth education providers across South Australia
Opt in for YEP in AVR Opportunities
FRINGE AWARDS
Fringe Awards acknowledge outstanding events presented within Adelaide Fringe
Adelaide Fringe Weekly Awards are judged by a panel of leading industry experts and awarded throughout the Fringe in each art-form
Weekly Award Winners are announced each week in the Fringe Club and emailed to over 100000 Fringe eNews subscribers
Weekly Award Winners go in the running for the BankSA Awards presented to the overall lsquobestrsquo event in each art-form at the Closing Night Awards Ceremony
External presenters also present a variety of awards offering an assortment of prizes including funding for further production company development promotion mentorship and tour opportunities
To be eligible you need to have at least 3 sessions (except Film and Digital Music Visual Art amp Design and Events) not have a rotating or variety line-up or have previously won a major genre award at Adelaide Fringe with the event
Head to AVR for more information and to opt in for Fringe Awards
More Opportunities over the next page
Artist Fringe Wives Club Glittery Clittery A ConSENSUAL Party
Photo Trentino Priori
With over 25000 members aligning with Fringe Membership can help you get more bums on seats
Fringe Membership engages people of all ages throughout the year offering exclusive access to discounted FringeTIX to participating shows during Adelaide Fringe
There are many ways for you to engage with Fringe Membership Add a discounted Fringe Members ticket price to your event advertise through Fringe Membership or offer a special giveaway to Fringe Members You might also directly promote yourself to over 900 Fringe-fans at a Fringe Members night
Head to AVR for more information on how Fringe Membership can work for you
Add a Fringe Member Price (see pg 18)
More details in AVR Resources
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 12
ARTIST FUND GRANTS - FOR AUSTRALIAN ARTISTSAdelaide Fringe aims to award over $40000 in grants to Australian artists that aspire to present ambitious new work in Adelaide Fringe 2018 The Adelaide Fringe Artist Fund provides financial assistance to Australian artists registering their work in the Adelaide Fringe and relies on the generous donations from the general public throughout the year
Established to assist with the challenges of presenting new work at Adelaide Fringe applications are encouraged in all art-forms Proposals which are ambitious in delivering new contemporary art for a wide range of audiences will be looked upon favourably
Grants up to $10000 per project are available
WHO CAN APPLY Australian citizens or Australian permanent residents
APPLICATIONS CLOSE 5pm 4 September 2017 Successful grant recipients will be notified by 18 September 2017
HEAD TO adelaidefringecomauadelaide-fringe-artist-fund
PARADE OF LIGHT
Adelaide Fringe will create a spectacular corridor of light in 2018 connecting the cityrsquos eastern parklands to the riverbank precinct
Both sides of North Terrace will be transformed with buildings serving as canvases for an array of magnificent light projections including the luminous outdoor light show Aurora Borealis aka the Northern Lights ndash known as one of the most extraordinary natural sights in the world
This cultural boulevard will be bustling with activity and provide artists a public space to interact with audiences across all 31 nights of Adelaide Fringe
BankSA Support Act is a BankSA funded initiative that supports selected independent and emerging artists to raise their profile at Adelaide Fringe sell tickets to shows and encourage audiences to discover something new
BankSA subsidises a selection of shows to the public for $10 BankSA then pays the artist the difference between this and the normal ticket price ndash a great way to generate new audiences This is all backed up by a dedicated BankSA Support Act marketing campaign
Apply in AVR Opportunities
GOOSECHASE
Running at the 2017 Adelaide Fringe then returning for Adelaide Fringe 2018 GooseChase is the app based scavenger hunt sending playing patrons across cities to see and do more Fringe 1500 players experienced Adelaide Fringe 2017 in a new way and we are bringing it back for more rounds with even more prizes Keep your eyes peeled in AVR for more info on how you or your venue can get involved in GooseChase
OPPORTUNITIES
2017 Recipient Melita Rowstons Shit Tourism Presents the
Giant Worm Show
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 13
SECURING A VENUE THE ESSENTIALS
Once you have your list of potential venues consider
bull Capacity ndash does it meet your needs is it too big too small or just right If this is your first time to Fringe be realistic in your expectations A larger venue usually means a larger cost
bull Location and audience ndash is it near other Fringe activity close to transport does the venue have an existing audience that suits your event
bull How is the venue planning to market and publicise Fringe events at the venue Will their plans be enough to help get the word out about your event
bull What technical facilities does the venue offer Is this included in the hire or is it an extra charge
bull Is the venue licensed Is it important that audiences can grab a drink pre or post show
bull Can you hold an exhibition opening
bull What other events are happening or planned at the venue
bull What staffing (box office front of house bar) can the venue provide and at what costs
bull Venue accessibility (see pg 15 for details)
bull Cost ndash what is your budget to spend on a venue
bull Does your venue have enough toilets for your audience
Consider your options carefully some factors will be more important to you than others and should steer your decision
VENUE SPACE TYPES IN 2017116
68
94
26
23
9
105
13
129
13
74
04
37
If you already have a venue lined up you are well on your way to finalising your registration If the venue you have chosen is already registered in the AVR site you will be able to select it during the registration process
Still looking for the right venue Were here to help
VENUE FINDER
The Venue Finder is available through the Adelaide Fringe AVR site You can search by venue type location capacity and access all the information you need to assist with finding the perfect match
These venues are interested in having Fringe events at their venue and want to hear from you You can view the venuersquos details and information and if you like what you see get in touch and start negotiating
VENUE ASSISTANCE
Access local knowledge and know-how from the team We can guide you through finding a space from the quirkiest of locations to fully equipped theatres Email artistsadelaidefringecomau
If youre considering setting up and operating your own venue or using a vacant space contact us to find out what youll need to know
LOOKING TO ATTRACT NEW AUDIENCES
Whether youre looking for a venue for your entire event or simply adding an extra show outside of your run in Adelaidersquos CBD consider performing or exhibiting a little further afield
We have Councils in outer metropolitan and regional areas that are very supportive in encouraging creativity within their communities during Adelaide Fringe Keep an eye out in AVR Resources
Securing the right venue for your show exhibition or event is one of the most important decisions you will make
FRINGE TIPVenues donrsquot need to be on the venues list for you to use them You can use any venue you like - be proactive and think creatively
Theatre Concert
Temporary Venue (indoor)
Studio Gallery
School University
Pub Bar Hotel Winery
Outdoor Street Park
Other
Office Retail
Multi-Purpose Arts Venue
Government
Community Cultural Sporting
Cinema
Cafe Restaurant
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 14
COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE
Venues charge a fixed flat rental and the artist keeps 100 of the box office or exhibition sales This is the most straightforward arrangement It means the artist takes on all the financial risk
BOX OFFICE SPLIT
The artist and venue split the box office takings The percentage split will vary depending on the individual agreement A common share is 70ndash80 (artist) 20ndash30 (venue) Ensure that the split is after FringeTIX fees have been taken out
STRAIGHT HIRE BOX OFFICE SPLIT
Venues charge a cheaper rental fee plus a share of the box office (eg Flat fee plus 10 of box office) Ensure that the split is after FringeTIX fees have been taken out
BOX OFFICE SPLIT WITH GUARANTEE
The venue will take percentage of net ticket sales provided they are over the guaranteed amount If not you will need to pay the guaranteed amount as a straight hire fee Check your agreement carefully
NO VENUE HIRE
The venue is offered at no charge However there may be charges for staff technical equipment etc This is a popular option with events that bring in other revenue for the venue such as food and beverage sales
VISUAL ART AND DESIGNLook for a venue that suits your work practically aesthetically and conceptually with adequate visibility and visitation
CAFES RESTAURANTS PUBS
Benefits include good visitation possible window frontage and a ready-made audience to view your work Drawbacks can be limited space non-negotiable and pre-existing hanging points and your work is exposed Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening
OUTDOORS PUBLIC SPACES amp FOYERS
The main benefit is the direct access to the public the drawback is exposure to the elements and the lack of security If your work is suited to an outdoor space you will need to get the appropriate approvals from the council Other venues may include empty buildings shop fronts and public institutions Contact us for assistance
GALLERIES
Many established galleries are programmed up to 12 months in advance If your work is suited to a gallery it is advised that you contact them as soon as possible It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously
FRINGE TIPMake sure you ask venues what the hire fee covers in writing A lower fee may mean that more work is your responsibility (marketing providing box office technical staff) a higher fee should bring more benefits and support
Artist Thomas Readett Visual Arts Photo Krisztian Portscher
We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue All financial and contractual details
are directly between you and the venue not Adelaide Fringe
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
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TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
MARKETIN
G
YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 4
ADELAIDE
Melbourne
SydneyPerth
16 February ndash 18 March 2018
Spanning 31 balmy summer nights itrsquos an unforgettable experience for all who participate It completely transforms the city into an arts wonderland
Being open-access means that we donrsquot program or lsquochoosersquo artists or events you choose us Adelaide Fringe presents a fantastic opportunity for artists ndash anyone can do anything in the Fringe Whether your event is big and extravagant or quiet and intimate Adelaide Fringe offers the platform for you to have your work seen
All Adelaide Fringe venues are independently operated ndash we invite venue operators to register their space and then assist artists to find the right venue for them Adelaide Fringe does not program any venues itself
Adelaide Fringersquos Artist amp Venue Services team can help you find a suitable venue and give you access to resources and advice to make your season a success
Adelaide Fringe audiences are some of the most adventurous in the world - South Australia isnrsquot called the lsquoFestival Statersquo for nothing In 2017 over 650000 tickets were sold to Adelaide Fringe events showing that audiences are embracing the Fringe more than ever
ldquoItrsquos Adelaide that makes the Fringe special Irsquove done Fringes all over the world and nothing compares to this onerdquo
Sam Simmons
The largest and most loved open access arts festival in the Southern Hemisphere and second largest Fringe in the world
FUN FACT95 of artists and presenters in 2017 said theyd consider returning for the 2018 Adelaide Fringe
ADELAIDE FRINGE
Artist Ruben de Waal and Kiki Bittovabitsch Photo Trentino Priori
ADELAIDE FRINGE
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 5
WHY FRINGE
To perform work to new audiences
To extend and develop networks
For fun and enjoyment
To attract opportunities for future touring and presentation of work
To lift media profile
To make money
Other
76
72
70
62
57
32
11
REASONS FOR PARTICIPATING IN ADELAIDE FRINGE2017 Participant Survey Results
MORE MONEY IN YOUR POCKET FOR ADELAIDE FRINGE 2018Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
ldquoYoursquore smack bang in the middle of a creative revolution Yoursquore amongst amazing artists and you get to know whorsquos out there who your peeps arerdquo
Hot Brown Honey
2017 SNAPSHOT
162 MILLIONBox Office returned to Artists (minus ticketing fees) 5250 artists 658360 tickets sold 1160 events 25 million attendance 453 venues
PLAN AHEADIf you want to register a Fringe event the sooner you start planning the better Think about why you want to present work at Adelaide Fringe and what you want to achieve
Whatever your reason Adelaide Fringe has a range of services and opportunities to help you achieve your goals and get the most out of your Adelaide Fringe experience
Artist amp Venue Services
Huge support network
throughout registrations and
during festival with workshops and development
sessions at FringeWORKS pg 9
Adelaide Fringe Marketplace HONEY POT
pg 7
Artist Fund Grants
Australian Artists only pg 12
Festival Audience
Access to a large audience base
pg 23
Fringe Club Access to the Fringe Club to
dance the nights away and unwind
throughout the Fringe pg 8
Artist Passes For access to the
Fringe Club free entry into
selected shows and special
discounts around town pg 9 18
ADELAIDE FRINGE
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 6
NEW TO ADELAIDE
Lonely Planet recently listed Adelaide as one of the must-see cities of the world Adelaide is a city that truly embraces the arts they donrsquot call us the Festival State for nothing
During February and March Adelaide springs into action Thousands of artists from Adelaide across Australia and the world descend on the city and surrounds lighting it up with their energy for 31 magical days and nights of Adelaide Fringe
The Scotsman have described us as ldquoa trip to the Edinburgh festival where brollies and waterproofs can be gleefully discarded in favour of sunscreen and shortsleevesrdquo
DONrsquoT FORGET bull Your passport ID and any travel
documentation you need
bull Bathers togs swim suits bikini - whatever you call ithellip bring it We werenrsquot lying about our beaches
bull Comfy shoes Shoes that can take you from a day of flyering to your venue and finally to the dancefloor of the Fringe Club
bull Sunscreen a hat and a jacket Adelaide summers are typically hot and dry but can suddenly turn to cold ndash you can expect temperatures at Fringe-time between 25ndash35 degrees daily
GOOD TO KNOW bull We have a dedicated Artist and Venue
Team who are here to help you every step of the way on phone email and skype
bull Not sure about Visas No worries Our Visa Coordinator is on board to assist you
bull FringeWORKS in the Fringe Club is open every day This is your home away from home for all your admin needs info and networking sessions a place to chill out and recharge plus Artist support and FringeTIX staff are there if you need them
bull Free artist BBQs every Wednesday
bull With our amazing beaches and the beautiful Adelaide Hills on a day off they are the perfect place to recharge
bull Adelaide Fringe will be more affordable than ever before We now have ZERO inside fees for artists on tickets advertised $3500 and under and have set the inside charge on tickets over $3501 at 4 It means more money into your pockets at the end of your season
bull Accommodation can be a battle as there is so much happening in Adelaide during Fringe time - so get booking now Speak to the Artist and Venue team about the best places to approach
The [Adelaide] Fringe happens right in the middle of summer and Adelaidersquos lsquo festival seasonrsquo which creates the perfect atmosphere among the locals
You know how Edinburgh is cold and rainy Adelaide is warm and sunny every day soooohellip You know If you want to continue making a name for yourself in the fringe community then Adelaide is an absolute must
Zach Zucker Zach and Viggo Thunderflop Winner Best Comedy 2017 Adelaide Fringe Weekly Award
What you need to know if youre travelling to Adelaide Fringe
Almonta Beach Coffin Bay National Park Photo Rob Blackburn copySATC
NEW
TO ADELAIDE
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 7
If yoursquove answered yes yes yes and yes Honey Pot could be the arts market yoursquove been waiting for
Held throughout Adelaide Fringe 2018 Honey Pot enables artists to showcase their work in its entirety in front of industry professionals Presenters from all over the world attend the market at any time receive tailor-made itineraries of shows to see and networking events to join and effectively choose their own Adelaide Fringe adventure
For countless companies independent artists and producers this boutique market has kick-started that first career-changing conversation with a presenter who is on the hunt for the next big thing or the act that is needed to enrich their future program
Honey Pot 2017
bull 178 presenters (59 international)
bull 550 Honey Pot registered events
bull 8 fruitful networking sessions
bull 1828 complimentary tickets to shows processed (on average presenters saw at least 10 shows each)
As at July 2017 95 tours commissions and future presentations have already been confirmed from Adelaide Fringe 2017 So if your work is tour-ready nominate to be part of the Honey Pot program in AVR Opportunities
Read more about our Honey Pot program at adelaidefringecomauhoney-pot
Is your show ready for that next step
That regional national or international tour that commission that residency
Are you seeking to network with a bunch of new people gain some industry knowledge professionally develop and perhaps even be discovered in the process
Adelaide Fringes Marketplace
Honey Pot is great at connecting you with the right people Its a unique opportunity for aspiring artists to gain industry access at the next level
Triton Tunis-Mitchell Gravity amp Other Myths
TERROR AUSTRALIS ndash LEAH SHELTON (QLD) Premiered at Adelaide Fringe 2016Outcomes includeBrighton Fringe UKAccomplice Darwin Fringe NTBrisbane Powerhouse QLDCairns Centre of Contemporary Arts QLDMelbourne Fringe VICProvocaacutere Festival of the Arts Chapel Street Melbourne VIC
HOT BROWN HONEY (QLDNSW) Performed at Adelaide Fringe 2014 2015 2016Outcomes includeTiger Dublin Fringe Ireland UKAssembly Edinburgh Festival Fringe UKRed Hot Arts NTMelbourne International Comedy Festival VICBrisbane Festival QLDSydney Opera House NSWDarebin Arts VIC
A SIMPLE SPACE ndash GRAVITY amp OTHER MYTHS (SA) Premiered at Adelaide Fringe 2013Outcomes includeSydney Festival NSWFairfax Festival - Swan Hill Performing Arts Centre VICHoopla Festival NSWDreamBIG Childrenrsquos Festival SASeoul Street Arts Festival KORHarare International Arts Festival ZWERecklinghausen Fringe DEUSpoleto Festival South Carolina USAUdderbelly Festival Southbank London UK
KNEE DEEP ndash CASUS (QLD) Performed at Adelaide Fringe 2012Outcomes includeJudith Wright Centre of Contemporary Arts QLDWoodford Folk Festival QLDKonzertdirektion Landgraf DEUSeoul Street Arts Festival KOR
HONEY POT ALUMNIAll part of the Honey Pot program audiences everywhere have since engaged with the following works (to name just a few)
Artist Leah Shelton Photo Anthony RexHO
NEY PO
T
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 8
Rymill ParkMurlawirrapurka 16 February ndash 18 March
The place to grab a beer and a bite to eat With artist discounts on food and drinks itrsquos where you meet fellow artists and industry guests from Australia and around the world
Let your hair down and relax dance off that post show energy and cheer on your peers as they perform nightly Made exclusively for artists by artists this is where you want to be
Whether yoursquore looking to dance to late night DJs or grab a late night bite wersquove got you covered Located in the eastern parklands be sure to put it on your map because anything and everything will happen at the Fringe Club
However you choose to spend your time in the Fringe Club take time to meet new people and chat to other artists you never know who you will bump into
Artist Gingzilla Photo Trentino Priori
FRINGE CLUBThis is your place to party
FRINGE CLUB
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 9
Jason Marsiglia
ldquo[hellip] use the Artists support team at the fringe hub They are absolutely amazing and it is without a doubt the best face-to-face artist resource any festival has ever offered me They seem to know the answer to EVERYTHING And are just blooming lovely to bootrdquo
Rowena Hutson 2017 Adelaide Fringe Artist
Located at the Fringe Club Rymill ParkMurlawirrapurka 14 February ndash 18 March
Open every day of the Fringe (Formerly the Artist Tent)
See FringeWORKS as your all in one office meeting space rehearsal area and home away from home Therersquos plenty of room for everything from circus training to an afternoon nap
This is where you will find the Artist amp Venue Services team ready to help with information and any queries
Use the free computers and WiFi plug in your laptop and access printing and photocopying services - not to mention handy stationary items like a guillotine and staplers to help with all your postering and flyering efforts
To help you get the best out of Fringe Artist amp Venue Services put together a smashing timetable of events to warm your heart and sooth the soul including info sessions forums and workshops throughout the Fringe
bull Face to face support from your Artist amp Venue Services FringeTIX and Honey Pot teams
bull Collection point for your 2018 Fringe credentials and on-the-ground artist support guide
bull Free weekly BBQrsquos
bull Info sessions development opportunities workshops and special forums
bull Meet the Media events
bull Marketing amp Publicity sessions
KEEP UP TO DATEARTIST amp VENUE BULLETINS
Sent regularly throughout the registration process they contain useful information deadlines and opportunities Make sure yoursquore signed up in AVR
FRINGEWORKS SESSIONS
Throughout the registration period wersquoll be holding a number of information sessions in Adelaide and during our roadshows around Australia
Theyrsquore the perfect opportunity to meet the team learn about Adelaide Fringe specific opportunities how to market your show network with other artists and get all the tips on how to make the most of your Adelaide Fringe experience
Stay tuned for dates and venues in a city near you
Interstate or overseas Donrsquot worry selected sessions will be recorded and available through AVR Resources
See the Artist amp Venue Services team as your go-to people at Adelaide Fringe Wersquore with you every step of the way from registrations right through to on-the-ground support at FringeWORKS every day of the Fringe Utilise us sling questions at us wersquore here to help
artistsadelaidefringecomau +61 8 8100 2022
YOUR TEAM
KEEP AN EYE OUT FOR THE FRINGEWORKS GUIDE
Whether youre a local interstate or international artist look out for our FringeWORKS guide This includes information on Fringe details about FringeWORKS events throughout the Fringe artist discounts around town and general must know information for Adelaide
FRINGEWORKSYour home away from home
Karina BryceJo OCallaghan
Monica Bachmayer
Nadia Rossi
Rebecca Meston
HONEYPOT
FRINGETIXA FringeTIX team member will be available daily at FringeWORKS to sort all your ticketing needs
FRINGEW
ORKS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 10
EVERYTHING TO KNOW ABOUT REGISTRATION
ARTIST amp VENUE REGISTRATIONAdelaide Fringersquos online Artist amp Venue Registration (AVR) platform is where you enter all details of your event including description genre image venue dates and prices as well as register for Adelaide Fringe event opportunities and programs
When you register your event you will be selecting from 12 categories Cabaret Childrenrsquos Events Circus amp Physical Theatre Comedy Dance Events Film amp Digital Interactive Magic Music Theatre Visual Art amp Design This is where your event will be displayed both in the printed guide and on the website
TO START YOUR REGISTRATION
bull Go to avradelaidefringecomau
bull Follow the prompts to create a user account
If you were registered for the previous Adelaide Fringe you can use your login details to access your user account and reset your password if required Note that previous event information is not saved
You donrsquot have to finish your application all in one sitting We understand you might not have all the information ready at the point of registration
Registrations must be complete by Wednesday 4 Oct 2017
Yoursquore officially a fringe event once all required information in the registration is complete and registration fees are paid
REGISTRATION FEES $395 Performing Arts and Events of 4 sessions or more
$330 Visual Art amp Design of 4 sessions or more
$210 All event categories up to and including 3 sessions
Registration fees are GST free
THIS FEE COVERSRegistration fees themselves cover the cost of your listing in the printed Adelaide Fringe guide but upon registering you get all of this too
bull Your event listed in over 320000 printed Fringe Guides
bull Your event listed on adelaidefringecomau (over 2 million visitors in 2017)
bull Access to a whole array of opportunities to help sell tickets and create networks
bull Participation in events and programs to promote your work
bull Ongoing support and advice including information sessions and access to media lists and other resources
bull Fringe Club access
bull Daily FringeWORKS events to hone your skills warm the heart and soothe the soul
WHEN TO PAYRegistration fees must be received in full by 5pm Wednesday 4 October 2017
Your event isnrsquot official until payment is received
CANCELLATIONS
CANCELLATION DATE REFUND
Up to 18 Oct 2017 100
19 Oct - 08 Nov 2017 50
09 Nov 2017 or later Nil
FUN FACTAdelaide Fringe Artist registration fees havenrsquot changed a single cent for 9 years
NOT FOR PROFIT
Adelaide Fringe is a not-for-profit organisation with a voluntary board This means we do not operate for profit personal gain or other benefit of particular people but seek to work for the good of the greater cause - the Artist Adelaide Fringe is dedicated to putting more money back into every artistrsquos pocket and will continue to lobby government to promote invest in and support the Arts
WHERE DOES YOUR REGO FEE GO
Adelaide Fringe income generated from your registration fees and program guide advertising covers 20 of the total cost of artist services The remaining expenditure is covered by government grants and our generous sponsors
Signing up to AVR is free so what are you waiting for - check it out
REGISTRATION
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 11
OPPORTUNITIES
UNFOLD FRINGE IN RUNDLE MALL
Unfold Fringe in Rundle Mall stage is located in the citys busiest shopping strip
You can present short snippets of your work or lsquospruikrsquo your event or exhibition to potential new audiences right near the central FringeTIX box office
Its a great chance to flyer right after your spot
Opt in for Unfold Fringe in the Mall in AVR Opportunities
YEP
YEP aims to build the next generation of arts enthusiasts and practitioners by engaging young people with events performances exhibitions workshops and backstage tours
YEP is a tailored booking service for teachers and educators and a pathway to a creative and imaginative Fringe experience for all young people from pre-school to 18 years
By adding a discounted price for students your event will have greater exposure in our YEP Guide which is distributed to Schools and youth education providers across South Australia
Opt in for YEP in AVR Opportunities
FRINGE AWARDS
Fringe Awards acknowledge outstanding events presented within Adelaide Fringe
Adelaide Fringe Weekly Awards are judged by a panel of leading industry experts and awarded throughout the Fringe in each art-form
Weekly Award Winners are announced each week in the Fringe Club and emailed to over 100000 Fringe eNews subscribers
Weekly Award Winners go in the running for the BankSA Awards presented to the overall lsquobestrsquo event in each art-form at the Closing Night Awards Ceremony
External presenters also present a variety of awards offering an assortment of prizes including funding for further production company development promotion mentorship and tour opportunities
To be eligible you need to have at least 3 sessions (except Film and Digital Music Visual Art amp Design and Events) not have a rotating or variety line-up or have previously won a major genre award at Adelaide Fringe with the event
Head to AVR for more information and to opt in for Fringe Awards
More Opportunities over the next page
Artist Fringe Wives Club Glittery Clittery A ConSENSUAL Party
Photo Trentino Priori
With over 25000 members aligning with Fringe Membership can help you get more bums on seats
Fringe Membership engages people of all ages throughout the year offering exclusive access to discounted FringeTIX to participating shows during Adelaide Fringe
There are many ways for you to engage with Fringe Membership Add a discounted Fringe Members ticket price to your event advertise through Fringe Membership or offer a special giveaway to Fringe Members You might also directly promote yourself to over 900 Fringe-fans at a Fringe Members night
Head to AVR for more information on how Fringe Membership can work for you
Add a Fringe Member Price (see pg 18)
More details in AVR Resources
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 12
ARTIST FUND GRANTS - FOR AUSTRALIAN ARTISTSAdelaide Fringe aims to award over $40000 in grants to Australian artists that aspire to present ambitious new work in Adelaide Fringe 2018 The Adelaide Fringe Artist Fund provides financial assistance to Australian artists registering their work in the Adelaide Fringe and relies on the generous donations from the general public throughout the year
Established to assist with the challenges of presenting new work at Adelaide Fringe applications are encouraged in all art-forms Proposals which are ambitious in delivering new contemporary art for a wide range of audiences will be looked upon favourably
Grants up to $10000 per project are available
WHO CAN APPLY Australian citizens or Australian permanent residents
APPLICATIONS CLOSE 5pm 4 September 2017 Successful grant recipients will be notified by 18 September 2017
HEAD TO adelaidefringecomauadelaide-fringe-artist-fund
PARADE OF LIGHT
Adelaide Fringe will create a spectacular corridor of light in 2018 connecting the cityrsquos eastern parklands to the riverbank precinct
Both sides of North Terrace will be transformed with buildings serving as canvases for an array of magnificent light projections including the luminous outdoor light show Aurora Borealis aka the Northern Lights ndash known as one of the most extraordinary natural sights in the world
This cultural boulevard will be bustling with activity and provide artists a public space to interact with audiences across all 31 nights of Adelaide Fringe
BankSA Support Act is a BankSA funded initiative that supports selected independent and emerging artists to raise their profile at Adelaide Fringe sell tickets to shows and encourage audiences to discover something new
BankSA subsidises a selection of shows to the public for $10 BankSA then pays the artist the difference between this and the normal ticket price ndash a great way to generate new audiences This is all backed up by a dedicated BankSA Support Act marketing campaign
Apply in AVR Opportunities
GOOSECHASE
Running at the 2017 Adelaide Fringe then returning for Adelaide Fringe 2018 GooseChase is the app based scavenger hunt sending playing patrons across cities to see and do more Fringe 1500 players experienced Adelaide Fringe 2017 in a new way and we are bringing it back for more rounds with even more prizes Keep your eyes peeled in AVR for more info on how you or your venue can get involved in GooseChase
OPPORTUNITIES
2017 Recipient Melita Rowstons Shit Tourism Presents the
Giant Worm Show
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 13
SECURING A VENUE THE ESSENTIALS
Once you have your list of potential venues consider
bull Capacity ndash does it meet your needs is it too big too small or just right If this is your first time to Fringe be realistic in your expectations A larger venue usually means a larger cost
bull Location and audience ndash is it near other Fringe activity close to transport does the venue have an existing audience that suits your event
bull How is the venue planning to market and publicise Fringe events at the venue Will their plans be enough to help get the word out about your event
bull What technical facilities does the venue offer Is this included in the hire or is it an extra charge
bull Is the venue licensed Is it important that audiences can grab a drink pre or post show
bull Can you hold an exhibition opening
bull What other events are happening or planned at the venue
bull What staffing (box office front of house bar) can the venue provide and at what costs
bull Venue accessibility (see pg 15 for details)
bull Cost ndash what is your budget to spend on a venue
bull Does your venue have enough toilets for your audience
Consider your options carefully some factors will be more important to you than others and should steer your decision
VENUE SPACE TYPES IN 2017116
68
94
26
23
9
105
13
129
13
74
04
37
If you already have a venue lined up you are well on your way to finalising your registration If the venue you have chosen is already registered in the AVR site you will be able to select it during the registration process
Still looking for the right venue Were here to help
VENUE FINDER
The Venue Finder is available through the Adelaide Fringe AVR site You can search by venue type location capacity and access all the information you need to assist with finding the perfect match
These venues are interested in having Fringe events at their venue and want to hear from you You can view the venuersquos details and information and if you like what you see get in touch and start negotiating
VENUE ASSISTANCE
Access local knowledge and know-how from the team We can guide you through finding a space from the quirkiest of locations to fully equipped theatres Email artistsadelaidefringecomau
If youre considering setting up and operating your own venue or using a vacant space contact us to find out what youll need to know
LOOKING TO ATTRACT NEW AUDIENCES
Whether youre looking for a venue for your entire event or simply adding an extra show outside of your run in Adelaidersquos CBD consider performing or exhibiting a little further afield
We have Councils in outer metropolitan and regional areas that are very supportive in encouraging creativity within their communities during Adelaide Fringe Keep an eye out in AVR Resources
Securing the right venue for your show exhibition or event is one of the most important decisions you will make
FRINGE TIPVenues donrsquot need to be on the venues list for you to use them You can use any venue you like - be proactive and think creatively
Theatre Concert
Temporary Venue (indoor)
Studio Gallery
School University
Pub Bar Hotel Winery
Outdoor Street Park
Other
Office Retail
Multi-Purpose Arts Venue
Government
Community Cultural Sporting
Cinema
Cafe Restaurant
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 14
COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE
Venues charge a fixed flat rental and the artist keeps 100 of the box office or exhibition sales This is the most straightforward arrangement It means the artist takes on all the financial risk
BOX OFFICE SPLIT
The artist and venue split the box office takings The percentage split will vary depending on the individual agreement A common share is 70ndash80 (artist) 20ndash30 (venue) Ensure that the split is after FringeTIX fees have been taken out
STRAIGHT HIRE BOX OFFICE SPLIT
Venues charge a cheaper rental fee plus a share of the box office (eg Flat fee plus 10 of box office) Ensure that the split is after FringeTIX fees have been taken out
BOX OFFICE SPLIT WITH GUARANTEE
The venue will take percentage of net ticket sales provided they are over the guaranteed amount If not you will need to pay the guaranteed amount as a straight hire fee Check your agreement carefully
NO VENUE HIRE
The venue is offered at no charge However there may be charges for staff technical equipment etc This is a popular option with events that bring in other revenue for the venue such as food and beverage sales
VISUAL ART AND DESIGNLook for a venue that suits your work practically aesthetically and conceptually with adequate visibility and visitation
CAFES RESTAURANTS PUBS
Benefits include good visitation possible window frontage and a ready-made audience to view your work Drawbacks can be limited space non-negotiable and pre-existing hanging points and your work is exposed Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening
OUTDOORS PUBLIC SPACES amp FOYERS
The main benefit is the direct access to the public the drawback is exposure to the elements and the lack of security If your work is suited to an outdoor space you will need to get the appropriate approvals from the council Other venues may include empty buildings shop fronts and public institutions Contact us for assistance
GALLERIES
Many established galleries are programmed up to 12 months in advance If your work is suited to a gallery it is advised that you contact them as soon as possible It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously
FRINGE TIPMake sure you ask venues what the hire fee covers in writing A lower fee may mean that more work is your responsibility (marketing providing box office technical staff) a higher fee should bring more benefits and support
Artist Thomas Readett Visual Arts Photo Krisztian Portscher
We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue All financial and contractual details
are directly between you and the venue not Adelaide Fringe
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
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TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
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RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 5
WHY FRINGE
To perform work to new audiences
To extend and develop networks
For fun and enjoyment
To attract opportunities for future touring and presentation of work
To lift media profile
To make money
Other
76
72
70
62
57
32
11
REASONS FOR PARTICIPATING IN ADELAIDE FRINGE2017 Participant Survey Results
MORE MONEY IN YOUR POCKET FOR ADELAIDE FRINGE 2018Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
ldquoYoursquore smack bang in the middle of a creative revolution Yoursquore amongst amazing artists and you get to know whorsquos out there who your peeps arerdquo
Hot Brown Honey
2017 SNAPSHOT
162 MILLIONBox Office returned to Artists (minus ticketing fees) 5250 artists 658360 tickets sold 1160 events 25 million attendance 453 venues
PLAN AHEADIf you want to register a Fringe event the sooner you start planning the better Think about why you want to present work at Adelaide Fringe and what you want to achieve
Whatever your reason Adelaide Fringe has a range of services and opportunities to help you achieve your goals and get the most out of your Adelaide Fringe experience
Artist amp Venue Services
Huge support network
throughout registrations and
during festival with workshops and development
sessions at FringeWORKS pg 9
Adelaide Fringe Marketplace HONEY POT
pg 7
Artist Fund Grants
Australian Artists only pg 12
Festival Audience
Access to a large audience base
pg 23
Fringe Club Access to the Fringe Club to
dance the nights away and unwind
throughout the Fringe pg 8
Artist Passes For access to the
Fringe Club free entry into
selected shows and special
discounts around town pg 9 18
ADELAIDE FRINGE
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 6
NEW TO ADELAIDE
Lonely Planet recently listed Adelaide as one of the must-see cities of the world Adelaide is a city that truly embraces the arts they donrsquot call us the Festival State for nothing
During February and March Adelaide springs into action Thousands of artists from Adelaide across Australia and the world descend on the city and surrounds lighting it up with their energy for 31 magical days and nights of Adelaide Fringe
The Scotsman have described us as ldquoa trip to the Edinburgh festival where brollies and waterproofs can be gleefully discarded in favour of sunscreen and shortsleevesrdquo
DONrsquoT FORGET bull Your passport ID and any travel
documentation you need
bull Bathers togs swim suits bikini - whatever you call ithellip bring it We werenrsquot lying about our beaches
bull Comfy shoes Shoes that can take you from a day of flyering to your venue and finally to the dancefloor of the Fringe Club
bull Sunscreen a hat and a jacket Adelaide summers are typically hot and dry but can suddenly turn to cold ndash you can expect temperatures at Fringe-time between 25ndash35 degrees daily
GOOD TO KNOW bull We have a dedicated Artist and Venue
Team who are here to help you every step of the way on phone email and skype
bull Not sure about Visas No worries Our Visa Coordinator is on board to assist you
bull FringeWORKS in the Fringe Club is open every day This is your home away from home for all your admin needs info and networking sessions a place to chill out and recharge plus Artist support and FringeTIX staff are there if you need them
bull Free artist BBQs every Wednesday
bull With our amazing beaches and the beautiful Adelaide Hills on a day off they are the perfect place to recharge
bull Adelaide Fringe will be more affordable than ever before We now have ZERO inside fees for artists on tickets advertised $3500 and under and have set the inside charge on tickets over $3501 at 4 It means more money into your pockets at the end of your season
bull Accommodation can be a battle as there is so much happening in Adelaide during Fringe time - so get booking now Speak to the Artist and Venue team about the best places to approach
The [Adelaide] Fringe happens right in the middle of summer and Adelaidersquos lsquo festival seasonrsquo which creates the perfect atmosphere among the locals
You know how Edinburgh is cold and rainy Adelaide is warm and sunny every day soooohellip You know If you want to continue making a name for yourself in the fringe community then Adelaide is an absolute must
Zach Zucker Zach and Viggo Thunderflop Winner Best Comedy 2017 Adelaide Fringe Weekly Award
What you need to know if youre travelling to Adelaide Fringe
Almonta Beach Coffin Bay National Park Photo Rob Blackburn copySATC
NEW
TO ADELAIDE
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 7
If yoursquove answered yes yes yes and yes Honey Pot could be the arts market yoursquove been waiting for
Held throughout Adelaide Fringe 2018 Honey Pot enables artists to showcase their work in its entirety in front of industry professionals Presenters from all over the world attend the market at any time receive tailor-made itineraries of shows to see and networking events to join and effectively choose their own Adelaide Fringe adventure
For countless companies independent artists and producers this boutique market has kick-started that first career-changing conversation with a presenter who is on the hunt for the next big thing or the act that is needed to enrich their future program
Honey Pot 2017
bull 178 presenters (59 international)
bull 550 Honey Pot registered events
bull 8 fruitful networking sessions
bull 1828 complimentary tickets to shows processed (on average presenters saw at least 10 shows each)
As at July 2017 95 tours commissions and future presentations have already been confirmed from Adelaide Fringe 2017 So if your work is tour-ready nominate to be part of the Honey Pot program in AVR Opportunities
Read more about our Honey Pot program at adelaidefringecomauhoney-pot
Is your show ready for that next step
That regional national or international tour that commission that residency
Are you seeking to network with a bunch of new people gain some industry knowledge professionally develop and perhaps even be discovered in the process
Adelaide Fringes Marketplace
Honey Pot is great at connecting you with the right people Its a unique opportunity for aspiring artists to gain industry access at the next level
Triton Tunis-Mitchell Gravity amp Other Myths
TERROR AUSTRALIS ndash LEAH SHELTON (QLD) Premiered at Adelaide Fringe 2016Outcomes includeBrighton Fringe UKAccomplice Darwin Fringe NTBrisbane Powerhouse QLDCairns Centre of Contemporary Arts QLDMelbourne Fringe VICProvocaacutere Festival of the Arts Chapel Street Melbourne VIC
HOT BROWN HONEY (QLDNSW) Performed at Adelaide Fringe 2014 2015 2016Outcomes includeTiger Dublin Fringe Ireland UKAssembly Edinburgh Festival Fringe UKRed Hot Arts NTMelbourne International Comedy Festival VICBrisbane Festival QLDSydney Opera House NSWDarebin Arts VIC
A SIMPLE SPACE ndash GRAVITY amp OTHER MYTHS (SA) Premiered at Adelaide Fringe 2013Outcomes includeSydney Festival NSWFairfax Festival - Swan Hill Performing Arts Centre VICHoopla Festival NSWDreamBIG Childrenrsquos Festival SASeoul Street Arts Festival KORHarare International Arts Festival ZWERecklinghausen Fringe DEUSpoleto Festival South Carolina USAUdderbelly Festival Southbank London UK
KNEE DEEP ndash CASUS (QLD) Performed at Adelaide Fringe 2012Outcomes includeJudith Wright Centre of Contemporary Arts QLDWoodford Folk Festival QLDKonzertdirektion Landgraf DEUSeoul Street Arts Festival KOR
HONEY POT ALUMNIAll part of the Honey Pot program audiences everywhere have since engaged with the following works (to name just a few)
Artist Leah Shelton Photo Anthony RexHO
NEY PO
T
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 8
Rymill ParkMurlawirrapurka 16 February ndash 18 March
The place to grab a beer and a bite to eat With artist discounts on food and drinks itrsquos where you meet fellow artists and industry guests from Australia and around the world
Let your hair down and relax dance off that post show energy and cheer on your peers as they perform nightly Made exclusively for artists by artists this is where you want to be
Whether yoursquore looking to dance to late night DJs or grab a late night bite wersquove got you covered Located in the eastern parklands be sure to put it on your map because anything and everything will happen at the Fringe Club
However you choose to spend your time in the Fringe Club take time to meet new people and chat to other artists you never know who you will bump into
Artist Gingzilla Photo Trentino Priori
FRINGE CLUBThis is your place to party
FRINGE CLUB
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 9
Jason Marsiglia
ldquo[hellip] use the Artists support team at the fringe hub They are absolutely amazing and it is without a doubt the best face-to-face artist resource any festival has ever offered me They seem to know the answer to EVERYTHING And are just blooming lovely to bootrdquo
Rowena Hutson 2017 Adelaide Fringe Artist
Located at the Fringe Club Rymill ParkMurlawirrapurka 14 February ndash 18 March
Open every day of the Fringe (Formerly the Artist Tent)
See FringeWORKS as your all in one office meeting space rehearsal area and home away from home Therersquos plenty of room for everything from circus training to an afternoon nap
This is where you will find the Artist amp Venue Services team ready to help with information and any queries
Use the free computers and WiFi plug in your laptop and access printing and photocopying services - not to mention handy stationary items like a guillotine and staplers to help with all your postering and flyering efforts
To help you get the best out of Fringe Artist amp Venue Services put together a smashing timetable of events to warm your heart and sooth the soul including info sessions forums and workshops throughout the Fringe
bull Face to face support from your Artist amp Venue Services FringeTIX and Honey Pot teams
bull Collection point for your 2018 Fringe credentials and on-the-ground artist support guide
bull Free weekly BBQrsquos
bull Info sessions development opportunities workshops and special forums
bull Meet the Media events
bull Marketing amp Publicity sessions
KEEP UP TO DATEARTIST amp VENUE BULLETINS
Sent regularly throughout the registration process they contain useful information deadlines and opportunities Make sure yoursquore signed up in AVR
FRINGEWORKS SESSIONS
Throughout the registration period wersquoll be holding a number of information sessions in Adelaide and during our roadshows around Australia
Theyrsquore the perfect opportunity to meet the team learn about Adelaide Fringe specific opportunities how to market your show network with other artists and get all the tips on how to make the most of your Adelaide Fringe experience
Stay tuned for dates and venues in a city near you
Interstate or overseas Donrsquot worry selected sessions will be recorded and available through AVR Resources
See the Artist amp Venue Services team as your go-to people at Adelaide Fringe Wersquore with you every step of the way from registrations right through to on-the-ground support at FringeWORKS every day of the Fringe Utilise us sling questions at us wersquore here to help
artistsadelaidefringecomau +61 8 8100 2022
YOUR TEAM
KEEP AN EYE OUT FOR THE FRINGEWORKS GUIDE
Whether youre a local interstate or international artist look out for our FringeWORKS guide This includes information on Fringe details about FringeWORKS events throughout the Fringe artist discounts around town and general must know information for Adelaide
FRINGEWORKSYour home away from home
Karina BryceJo OCallaghan
Monica Bachmayer
Nadia Rossi
Rebecca Meston
HONEYPOT
FRINGETIXA FringeTIX team member will be available daily at FringeWORKS to sort all your ticketing needs
FRINGEW
ORKS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 10
EVERYTHING TO KNOW ABOUT REGISTRATION
ARTIST amp VENUE REGISTRATIONAdelaide Fringersquos online Artist amp Venue Registration (AVR) platform is where you enter all details of your event including description genre image venue dates and prices as well as register for Adelaide Fringe event opportunities and programs
When you register your event you will be selecting from 12 categories Cabaret Childrenrsquos Events Circus amp Physical Theatre Comedy Dance Events Film amp Digital Interactive Magic Music Theatre Visual Art amp Design This is where your event will be displayed both in the printed guide and on the website
TO START YOUR REGISTRATION
bull Go to avradelaidefringecomau
bull Follow the prompts to create a user account
If you were registered for the previous Adelaide Fringe you can use your login details to access your user account and reset your password if required Note that previous event information is not saved
You donrsquot have to finish your application all in one sitting We understand you might not have all the information ready at the point of registration
Registrations must be complete by Wednesday 4 Oct 2017
Yoursquore officially a fringe event once all required information in the registration is complete and registration fees are paid
REGISTRATION FEES $395 Performing Arts and Events of 4 sessions or more
$330 Visual Art amp Design of 4 sessions or more
$210 All event categories up to and including 3 sessions
Registration fees are GST free
THIS FEE COVERSRegistration fees themselves cover the cost of your listing in the printed Adelaide Fringe guide but upon registering you get all of this too
bull Your event listed in over 320000 printed Fringe Guides
bull Your event listed on adelaidefringecomau (over 2 million visitors in 2017)
bull Access to a whole array of opportunities to help sell tickets and create networks
bull Participation in events and programs to promote your work
bull Ongoing support and advice including information sessions and access to media lists and other resources
bull Fringe Club access
bull Daily FringeWORKS events to hone your skills warm the heart and soothe the soul
WHEN TO PAYRegistration fees must be received in full by 5pm Wednesday 4 October 2017
Your event isnrsquot official until payment is received
CANCELLATIONS
CANCELLATION DATE REFUND
Up to 18 Oct 2017 100
19 Oct - 08 Nov 2017 50
09 Nov 2017 or later Nil
FUN FACTAdelaide Fringe Artist registration fees havenrsquot changed a single cent for 9 years
NOT FOR PROFIT
Adelaide Fringe is a not-for-profit organisation with a voluntary board This means we do not operate for profit personal gain or other benefit of particular people but seek to work for the good of the greater cause - the Artist Adelaide Fringe is dedicated to putting more money back into every artistrsquos pocket and will continue to lobby government to promote invest in and support the Arts
WHERE DOES YOUR REGO FEE GO
Adelaide Fringe income generated from your registration fees and program guide advertising covers 20 of the total cost of artist services The remaining expenditure is covered by government grants and our generous sponsors
Signing up to AVR is free so what are you waiting for - check it out
REGISTRATION
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 11
OPPORTUNITIES
UNFOLD FRINGE IN RUNDLE MALL
Unfold Fringe in Rundle Mall stage is located in the citys busiest shopping strip
You can present short snippets of your work or lsquospruikrsquo your event or exhibition to potential new audiences right near the central FringeTIX box office
Its a great chance to flyer right after your spot
Opt in for Unfold Fringe in the Mall in AVR Opportunities
YEP
YEP aims to build the next generation of arts enthusiasts and practitioners by engaging young people with events performances exhibitions workshops and backstage tours
YEP is a tailored booking service for teachers and educators and a pathway to a creative and imaginative Fringe experience for all young people from pre-school to 18 years
By adding a discounted price for students your event will have greater exposure in our YEP Guide which is distributed to Schools and youth education providers across South Australia
Opt in for YEP in AVR Opportunities
FRINGE AWARDS
Fringe Awards acknowledge outstanding events presented within Adelaide Fringe
Adelaide Fringe Weekly Awards are judged by a panel of leading industry experts and awarded throughout the Fringe in each art-form
Weekly Award Winners are announced each week in the Fringe Club and emailed to over 100000 Fringe eNews subscribers
Weekly Award Winners go in the running for the BankSA Awards presented to the overall lsquobestrsquo event in each art-form at the Closing Night Awards Ceremony
External presenters also present a variety of awards offering an assortment of prizes including funding for further production company development promotion mentorship and tour opportunities
To be eligible you need to have at least 3 sessions (except Film and Digital Music Visual Art amp Design and Events) not have a rotating or variety line-up or have previously won a major genre award at Adelaide Fringe with the event
Head to AVR for more information and to opt in for Fringe Awards
More Opportunities over the next page
Artist Fringe Wives Club Glittery Clittery A ConSENSUAL Party
Photo Trentino Priori
With over 25000 members aligning with Fringe Membership can help you get more bums on seats
Fringe Membership engages people of all ages throughout the year offering exclusive access to discounted FringeTIX to participating shows during Adelaide Fringe
There are many ways for you to engage with Fringe Membership Add a discounted Fringe Members ticket price to your event advertise through Fringe Membership or offer a special giveaway to Fringe Members You might also directly promote yourself to over 900 Fringe-fans at a Fringe Members night
Head to AVR for more information on how Fringe Membership can work for you
Add a Fringe Member Price (see pg 18)
More details in AVR Resources
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 12
ARTIST FUND GRANTS - FOR AUSTRALIAN ARTISTSAdelaide Fringe aims to award over $40000 in grants to Australian artists that aspire to present ambitious new work in Adelaide Fringe 2018 The Adelaide Fringe Artist Fund provides financial assistance to Australian artists registering their work in the Adelaide Fringe and relies on the generous donations from the general public throughout the year
Established to assist with the challenges of presenting new work at Adelaide Fringe applications are encouraged in all art-forms Proposals which are ambitious in delivering new contemporary art for a wide range of audiences will be looked upon favourably
Grants up to $10000 per project are available
WHO CAN APPLY Australian citizens or Australian permanent residents
APPLICATIONS CLOSE 5pm 4 September 2017 Successful grant recipients will be notified by 18 September 2017
HEAD TO adelaidefringecomauadelaide-fringe-artist-fund
PARADE OF LIGHT
Adelaide Fringe will create a spectacular corridor of light in 2018 connecting the cityrsquos eastern parklands to the riverbank precinct
Both sides of North Terrace will be transformed with buildings serving as canvases for an array of magnificent light projections including the luminous outdoor light show Aurora Borealis aka the Northern Lights ndash known as one of the most extraordinary natural sights in the world
This cultural boulevard will be bustling with activity and provide artists a public space to interact with audiences across all 31 nights of Adelaide Fringe
BankSA Support Act is a BankSA funded initiative that supports selected independent and emerging artists to raise their profile at Adelaide Fringe sell tickets to shows and encourage audiences to discover something new
BankSA subsidises a selection of shows to the public for $10 BankSA then pays the artist the difference between this and the normal ticket price ndash a great way to generate new audiences This is all backed up by a dedicated BankSA Support Act marketing campaign
Apply in AVR Opportunities
GOOSECHASE
Running at the 2017 Adelaide Fringe then returning for Adelaide Fringe 2018 GooseChase is the app based scavenger hunt sending playing patrons across cities to see and do more Fringe 1500 players experienced Adelaide Fringe 2017 in a new way and we are bringing it back for more rounds with even more prizes Keep your eyes peeled in AVR for more info on how you or your venue can get involved in GooseChase
OPPORTUNITIES
2017 Recipient Melita Rowstons Shit Tourism Presents the
Giant Worm Show
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 13
SECURING A VENUE THE ESSENTIALS
Once you have your list of potential venues consider
bull Capacity ndash does it meet your needs is it too big too small or just right If this is your first time to Fringe be realistic in your expectations A larger venue usually means a larger cost
bull Location and audience ndash is it near other Fringe activity close to transport does the venue have an existing audience that suits your event
bull How is the venue planning to market and publicise Fringe events at the venue Will their plans be enough to help get the word out about your event
bull What technical facilities does the venue offer Is this included in the hire or is it an extra charge
bull Is the venue licensed Is it important that audiences can grab a drink pre or post show
bull Can you hold an exhibition opening
bull What other events are happening or planned at the venue
bull What staffing (box office front of house bar) can the venue provide and at what costs
bull Venue accessibility (see pg 15 for details)
bull Cost ndash what is your budget to spend on a venue
bull Does your venue have enough toilets for your audience
Consider your options carefully some factors will be more important to you than others and should steer your decision
VENUE SPACE TYPES IN 2017116
68
94
26
23
9
105
13
129
13
74
04
37
If you already have a venue lined up you are well on your way to finalising your registration If the venue you have chosen is already registered in the AVR site you will be able to select it during the registration process
Still looking for the right venue Were here to help
VENUE FINDER
The Venue Finder is available through the Adelaide Fringe AVR site You can search by venue type location capacity and access all the information you need to assist with finding the perfect match
These venues are interested in having Fringe events at their venue and want to hear from you You can view the venuersquos details and information and if you like what you see get in touch and start negotiating
VENUE ASSISTANCE
Access local knowledge and know-how from the team We can guide you through finding a space from the quirkiest of locations to fully equipped theatres Email artistsadelaidefringecomau
If youre considering setting up and operating your own venue or using a vacant space contact us to find out what youll need to know
LOOKING TO ATTRACT NEW AUDIENCES
Whether youre looking for a venue for your entire event or simply adding an extra show outside of your run in Adelaidersquos CBD consider performing or exhibiting a little further afield
We have Councils in outer metropolitan and regional areas that are very supportive in encouraging creativity within their communities during Adelaide Fringe Keep an eye out in AVR Resources
Securing the right venue for your show exhibition or event is one of the most important decisions you will make
FRINGE TIPVenues donrsquot need to be on the venues list for you to use them You can use any venue you like - be proactive and think creatively
Theatre Concert
Temporary Venue (indoor)
Studio Gallery
School University
Pub Bar Hotel Winery
Outdoor Street Park
Other
Office Retail
Multi-Purpose Arts Venue
Government
Community Cultural Sporting
Cinema
Cafe Restaurant
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 14
COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE
Venues charge a fixed flat rental and the artist keeps 100 of the box office or exhibition sales This is the most straightforward arrangement It means the artist takes on all the financial risk
BOX OFFICE SPLIT
The artist and venue split the box office takings The percentage split will vary depending on the individual agreement A common share is 70ndash80 (artist) 20ndash30 (venue) Ensure that the split is after FringeTIX fees have been taken out
STRAIGHT HIRE BOX OFFICE SPLIT
Venues charge a cheaper rental fee plus a share of the box office (eg Flat fee plus 10 of box office) Ensure that the split is after FringeTIX fees have been taken out
BOX OFFICE SPLIT WITH GUARANTEE
The venue will take percentage of net ticket sales provided they are over the guaranteed amount If not you will need to pay the guaranteed amount as a straight hire fee Check your agreement carefully
NO VENUE HIRE
The venue is offered at no charge However there may be charges for staff technical equipment etc This is a popular option with events that bring in other revenue for the venue such as food and beverage sales
VISUAL ART AND DESIGNLook for a venue that suits your work practically aesthetically and conceptually with adequate visibility and visitation
CAFES RESTAURANTS PUBS
Benefits include good visitation possible window frontage and a ready-made audience to view your work Drawbacks can be limited space non-negotiable and pre-existing hanging points and your work is exposed Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening
OUTDOORS PUBLIC SPACES amp FOYERS
The main benefit is the direct access to the public the drawback is exposure to the elements and the lack of security If your work is suited to an outdoor space you will need to get the appropriate approvals from the council Other venues may include empty buildings shop fronts and public institutions Contact us for assistance
GALLERIES
Many established galleries are programmed up to 12 months in advance If your work is suited to a gallery it is advised that you contact them as soon as possible It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously
FRINGE TIPMake sure you ask venues what the hire fee covers in writing A lower fee may mean that more work is your responsibility (marketing providing box office technical staff) a higher fee should bring more benefits and support
Artist Thomas Readett Visual Arts Photo Krisztian Portscher
We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue All financial and contractual details
are directly between you and the venue not Adelaide Fringe
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 16
TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
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NEW TO ADELAIDE
Lonely Planet recently listed Adelaide as one of the must-see cities of the world Adelaide is a city that truly embraces the arts they donrsquot call us the Festival State for nothing
During February and March Adelaide springs into action Thousands of artists from Adelaide across Australia and the world descend on the city and surrounds lighting it up with their energy for 31 magical days and nights of Adelaide Fringe
The Scotsman have described us as ldquoa trip to the Edinburgh festival where brollies and waterproofs can be gleefully discarded in favour of sunscreen and shortsleevesrdquo
DONrsquoT FORGET bull Your passport ID and any travel
documentation you need
bull Bathers togs swim suits bikini - whatever you call ithellip bring it We werenrsquot lying about our beaches
bull Comfy shoes Shoes that can take you from a day of flyering to your venue and finally to the dancefloor of the Fringe Club
bull Sunscreen a hat and a jacket Adelaide summers are typically hot and dry but can suddenly turn to cold ndash you can expect temperatures at Fringe-time between 25ndash35 degrees daily
GOOD TO KNOW bull We have a dedicated Artist and Venue
Team who are here to help you every step of the way on phone email and skype
bull Not sure about Visas No worries Our Visa Coordinator is on board to assist you
bull FringeWORKS in the Fringe Club is open every day This is your home away from home for all your admin needs info and networking sessions a place to chill out and recharge plus Artist support and FringeTIX staff are there if you need them
bull Free artist BBQs every Wednesday
bull With our amazing beaches and the beautiful Adelaide Hills on a day off they are the perfect place to recharge
bull Adelaide Fringe will be more affordable than ever before We now have ZERO inside fees for artists on tickets advertised $3500 and under and have set the inside charge on tickets over $3501 at 4 It means more money into your pockets at the end of your season
bull Accommodation can be a battle as there is so much happening in Adelaide during Fringe time - so get booking now Speak to the Artist and Venue team about the best places to approach
The [Adelaide] Fringe happens right in the middle of summer and Adelaidersquos lsquo festival seasonrsquo which creates the perfect atmosphere among the locals
You know how Edinburgh is cold and rainy Adelaide is warm and sunny every day soooohellip You know If you want to continue making a name for yourself in the fringe community then Adelaide is an absolute must
Zach Zucker Zach and Viggo Thunderflop Winner Best Comedy 2017 Adelaide Fringe Weekly Award
What you need to know if youre travelling to Adelaide Fringe
Almonta Beach Coffin Bay National Park Photo Rob Blackburn copySATC
NEW
TO ADELAIDE
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 7
If yoursquove answered yes yes yes and yes Honey Pot could be the arts market yoursquove been waiting for
Held throughout Adelaide Fringe 2018 Honey Pot enables artists to showcase their work in its entirety in front of industry professionals Presenters from all over the world attend the market at any time receive tailor-made itineraries of shows to see and networking events to join and effectively choose their own Adelaide Fringe adventure
For countless companies independent artists and producers this boutique market has kick-started that first career-changing conversation with a presenter who is on the hunt for the next big thing or the act that is needed to enrich their future program
Honey Pot 2017
bull 178 presenters (59 international)
bull 550 Honey Pot registered events
bull 8 fruitful networking sessions
bull 1828 complimentary tickets to shows processed (on average presenters saw at least 10 shows each)
As at July 2017 95 tours commissions and future presentations have already been confirmed from Adelaide Fringe 2017 So if your work is tour-ready nominate to be part of the Honey Pot program in AVR Opportunities
Read more about our Honey Pot program at adelaidefringecomauhoney-pot
Is your show ready for that next step
That regional national or international tour that commission that residency
Are you seeking to network with a bunch of new people gain some industry knowledge professionally develop and perhaps even be discovered in the process
Adelaide Fringes Marketplace
Honey Pot is great at connecting you with the right people Its a unique opportunity for aspiring artists to gain industry access at the next level
Triton Tunis-Mitchell Gravity amp Other Myths
TERROR AUSTRALIS ndash LEAH SHELTON (QLD) Premiered at Adelaide Fringe 2016Outcomes includeBrighton Fringe UKAccomplice Darwin Fringe NTBrisbane Powerhouse QLDCairns Centre of Contemporary Arts QLDMelbourne Fringe VICProvocaacutere Festival of the Arts Chapel Street Melbourne VIC
HOT BROWN HONEY (QLDNSW) Performed at Adelaide Fringe 2014 2015 2016Outcomes includeTiger Dublin Fringe Ireland UKAssembly Edinburgh Festival Fringe UKRed Hot Arts NTMelbourne International Comedy Festival VICBrisbane Festival QLDSydney Opera House NSWDarebin Arts VIC
A SIMPLE SPACE ndash GRAVITY amp OTHER MYTHS (SA) Premiered at Adelaide Fringe 2013Outcomes includeSydney Festival NSWFairfax Festival - Swan Hill Performing Arts Centre VICHoopla Festival NSWDreamBIG Childrenrsquos Festival SASeoul Street Arts Festival KORHarare International Arts Festival ZWERecklinghausen Fringe DEUSpoleto Festival South Carolina USAUdderbelly Festival Southbank London UK
KNEE DEEP ndash CASUS (QLD) Performed at Adelaide Fringe 2012Outcomes includeJudith Wright Centre of Contemporary Arts QLDWoodford Folk Festival QLDKonzertdirektion Landgraf DEUSeoul Street Arts Festival KOR
HONEY POT ALUMNIAll part of the Honey Pot program audiences everywhere have since engaged with the following works (to name just a few)
Artist Leah Shelton Photo Anthony RexHO
NEY PO
T
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 8
Rymill ParkMurlawirrapurka 16 February ndash 18 March
The place to grab a beer and a bite to eat With artist discounts on food and drinks itrsquos where you meet fellow artists and industry guests from Australia and around the world
Let your hair down and relax dance off that post show energy and cheer on your peers as they perform nightly Made exclusively for artists by artists this is where you want to be
Whether yoursquore looking to dance to late night DJs or grab a late night bite wersquove got you covered Located in the eastern parklands be sure to put it on your map because anything and everything will happen at the Fringe Club
However you choose to spend your time in the Fringe Club take time to meet new people and chat to other artists you never know who you will bump into
Artist Gingzilla Photo Trentino Priori
FRINGE CLUBThis is your place to party
FRINGE CLUB
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 9
Jason Marsiglia
ldquo[hellip] use the Artists support team at the fringe hub They are absolutely amazing and it is without a doubt the best face-to-face artist resource any festival has ever offered me They seem to know the answer to EVERYTHING And are just blooming lovely to bootrdquo
Rowena Hutson 2017 Adelaide Fringe Artist
Located at the Fringe Club Rymill ParkMurlawirrapurka 14 February ndash 18 March
Open every day of the Fringe (Formerly the Artist Tent)
See FringeWORKS as your all in one office meeting space rehearsal area and home away from home Therersquos plenty of room for everything from circus training to an afternoon nap
This is where you will find the Artist amp Venue Services team ready to help with information and any queries
Use the free computers and WiFi plug in your laptop and access printing and photocopying services - not to mention handy stationary items like a guillotine and staplers to help with all your postering and flyering efforts
To help you get the best out of Fringe Artist amp Venue Services put together a smashing timetable of events to warm your heart and sooth the soul including info sessions forums and workshops throughout the Fringe
bull Face to face support from your Artist amp Venue Services FringeTIX and Honey Pot teams
bull Collection point for your 2018 Fringe credentials and on-the-ground artist support guide
bull Free weekly BBQrsquos
bull Info sessions development opportunities workshops and special forums
bull Meet the Media events
bull Marketing amp Publicity sessions
KEEP UP TO DATEARTIST amp VENUE BULLETINS
Sent regularly throughout the registration process they contain useful information deadlines and opportunities Make sure yoursquore signed up in AVR
FRINGEWORKS SESSIONS
Throughout the registration period wersquoll be holding a number of information sessions in Adelaide and during our roadshows around Australia
Theyrsquore the perfect opportunity to meet the team learn about Adelaide Fringe specific opportunities how to market your show network with other artists and get all the tips on how to make the most of your Adelaide Fringe experience
Stay tuned for dates and venues in a city near you
Interstate or overseas Donrsquot worry selected sessions will be recorded and available through AVR Resources
See the Artist amp Venue Services team as your go-to people at Adelaide Fringe Wersquore with you every step of the way from registrations right through to on-the-ground support at FringeWORKS every day of the Fringe Utilise us sling questions at us wersquore here to help
artistsadelaidefringecomau +61 8 8100 2022
YOUR TEAM
KEEP AN EYE OUT FOR THE FRINGEWORKS GUIDE
Whether youre a local interstate or international artist look out for our FringeWORKS guide This includes information on Fringe details about FringeWORKS events throughout the Fringe artist discounts around town and general must know information for Adelaide
FRINGEWORKSYour home away from home
Karina BryceJo OCallaghan
Monica Bachmayer
Nadia Rossi
Rebecca Meston
HONEYPOT
FRINGETIXA FringeTIX team member will be available daily at FringeWORKS to sort all your ticketing needs
FRINGEW
ORKS
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EVERYTHING TO KNOW ABOUT REGISTRATION
ARTIST amp VENUE REGISTRATIONAdelaide Fringersquos online Artist amp Venue Registration (AVR) platform is where you enter all details of your event including description genre image venue dates and prices as well as register for Adelaide Fringe event opportunities and programs
When you register your event you will be selecting from 12 categories Cabaret Childrenrsquos Events Circus amp Physical Theatre Comedy Dance Events Film amp Digital Interactive Magic Music Theatre Visual Art amp Design This is where your event will be displayed both in the printed guide and on the website
TO START YOUR REGISTRATION
bull Go to avradelaidefringecomau
bull Follow the prompts to create a user account
If you were registered for the previous Adelaide Fringe you can use your login details to access your user account and reset your password if required Note that previous event information is not saved
You donrsquot have to finish your application all in one sitting We understand you might not have all the information ready at the point of registration
Registrations must be complete by Wednesday 4 Oct 2017
Yoursquore officially a fringe event once all required information in the registration is complete and registration fees are paid
REGISTRATION FEES $395 Performing Arts and Events of 4 sessions or more
$330 Visual Art amp Design of 4 sessions or more
$210 All event categories up to and including 3 sessions
Registration fees are GST free
THIS FEE COVERSRegistration fees themselves cover the cost of your listing in the printed Adelaide Fringe guide but upon registering you get all of this too
bull Your event listed in over 320000 printed Fringe Guides
bull Your event listed on adelaidefringecomau (over 2 million visitors in 2017)
bull Access to a whole array of opportunities to help sell tickets and create networks
bull Participation in events and programs to promote your work
bull Ongoing support and advice including information sessions and access to media lists and other resources
bull Fringe Club access
bull Daily FringeWORKS events to hone your skills warm the heart and soothe the soul
WHEN TO PAYRegistration fees must be received in full by 5pm Wednesday 4 October 2017
Your event isnrsquot official until payment is received
CANCELLATIONS
CANCELLATION DATE REFUND
Up to 18 Oct 2017 100
19 Oct - 08 Nov 2017 50
09 Nov 2017 or later Nil
FUN FACTAdelaide Fringe Artist registration fees havenrsquot changed a single cent for 9 years
NOT FOR PROFIT
Adelaide Fringe is a not-for-profit organisation with a voluntary board This means we do not operate for profit personal gain or other benefit of particular people but seek to work for the good of the greater cause - the Artist Adelaide Fringe is dedicated to putting more money back into every artistrsquos pocket and will continue to lobby government to promote invest in and support the Arts
WHERE DOES YOUR REGO FEE GO
Adelaide Fringe income generated from your registration fees and program guide advertising covers 20 of the total cost of artist services The remaining expenditure is covered by government grants and our generous sponsors
Signing up to AVR is free so what are you waiting for - check it out
REGISTRATION
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OPPORTUNITIES
UNFOLD FRINGE IN RUNDLE MALL
Unfold Fringe in Rundle Mall stage is located in the citys busiest shopping strip
You can present short snippets of your work or lsquospruikrsquo your event or exhibition to potential new audiences right near the central FringeTIX box office
Its a great chance to flyer right after your spot
Opt in for Unfold Fringe in the Mall in AVR Opportunities
YEP
YEP aims to build the next generation of arts enthusiasts and practitioners by engaging young people with events performances exhibitions workshops and backstage tours
YEP is a tailored booking service for teachers and educators and a pathway to a creative and imaginative Fringe experience for all young people from pre-school to 18 years
By adding a discounted price for students your event will have greater exposure in our YEP Guide which is distributed to Schools and youth education providers across South Australia
Opt in for YEP in AVR Opportunities
FRINGE AWARDS
Fringe Awards acknowledge outstanding events presented within Adelaide Fringe
Adelaide Fringe Weekly Awards are judged by a panel of leading industry experts and awarded throughout the Fringe in each art-form
Weekly Award Winners are announced each week in the Fringe Club and emailed to over 100000 Fringe eNews subscribers
Weekly Award Winners go in the running for the BankSA Awards presented to the overall lsquobestrsquo event in each art-form at the Closing Night Awards Ceremony
External presenters also present a variety of awards offering an assortment of prizes including funding for further production company development promotion mentorship and tour opportunities
To be eligible you need to have at least 3 sessions (except Film and Digital Music Visual Art amp Design and Events) not have a rotating or variety line-up or have previously won a major genre award at Adelaide Fringe with the event
Head to AVR for more information and to opt in for Fringe Awards
More Opportunities over the next page
Artist Fringe Wives Club Glittery Clittery A ConSENSUAL Party
Photo Trentino Priori
With over 25000 members aligning with Fringe Membership can help you get more bums on seats
Fringe Membership engages people of all ages throughout the year offering exclusive access to discounted FringeTIX to participating shows during Adelaide Fringe
There are many ways for you to engage with Fringe Membership Add a discounted Fringe Members ticket price to your event advertise through Fringe Membership or offer a special giveaway to Fringe Members You might also directly promote yourself to over 900 Fringe-fans at a Fringe Members night
Head to AVR for more information on how Fringe Membership can work for you
Add a Fringe Member Price (see pg 18)
More details in AVR Resources
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 12
ARTIST FUND GRANTS - FOR AUSTRALIAN ARTISTSAdelaide Fringe aims to award over $40000 in grants to Australian artists that aspire to present ambitious new work in Adelaide Fringe 2018 The Adelaide Fringe Artist Fund provides financial assistance to Australian artists registering their work in the Adelaide Fringe and relies on the generous donations from the general public throughout the year
Established to assist with the challenges of presenting new work at Adelaide Fringe applications are encouraged in all art-forms Proposals which are ambitious in delivering new contemporary art for a wide range of audiences will be looked upon favourably
Grants up to $10000 per project are available
WHO CAN APPLY Australian citizens or Australian permanent residents
APPLICATIONS CLOSE 5pm 4 September 2017 Successful grant recipients will be notified by 18 September 2017
HEAD TO adelaidefringecomauadelaide-fringe-artist-fund
PARADE OF LIGHT
Adelaide Fringe will create a spectacular corridor of light in 2018 connecting the cityrsquos eastern parklands to the riverbank precinct
Both sides of North Terrace will be transformed with buildings serving as canvases for an array of magnificent light projections including the luminous outdoor light show Aurora Borealis aka the Northern Lights ndash known as one of the most extraordinary natural sights in the world
This cultural boulevard will be bustling with activity and provide artists a public space to interact with audiences across all 31 nights of Adelaide Fringe
BankSA Support Act is a BankSA funded initiative that supports selected independent and emerging artists to raise their profile at Adelaide Fringe sell tickets to shows and encourage audiences to discover something new
BankSA subsidises a selection of shows to the public for $10 BankSA then pays the artist the difference between this and the normal ticket price ndash a great way to generate new audiences This is all backed up by a dedicated BankSA Support Act marketing campaign
Apply in AVR Opportunities
GOOSECHASE
Running at the 2017 Adelaide Fringe then returning for Adelaide Fringe 2018 GooseChase is the app based scavenger hunt sending playing patrons across cities to see and do more Fringe 1500 players experienced Adelaide Fringe 2017 in a new way and we are bringing it back for more rounds with even more prizes Keep your eyes peeled in AVR for more info on how you or your venue can get involved in GooseChase
OPPORTUNITIES
2017 Recipient Melita Rowstons Shit Tourism Presents the
Giant Worm Show
OPPO
RTUNITIES
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SECURING A VENUE THE ESSENTIALS
Once you have your list of potential venues consider
bull Capacity ndash does it meet your needs is it too big too small or just right If this is your first time to Fringe be realistic in your expectations A larger venue usually means a larger cost
bull Location and audience ndash is it near other Fringe activity close to transport does the venue have an existing audience that suits your event
bull How is the venue planning to market and publicise Fringe events at the venue Will their plans be enough to help get the word out about your event
bull What technical facilities does the venue offer Is this included in the hire or is it an extra charge
bull Is the venue licensed Is it important that audiences can grab a drink pre or post show
bull Can you hold an exhibition opening
bull What other events are happening or planned at the venue
bull What staffing (box office front of house bar) can the venue provide and at what costs
bull Venue accessibility (see pg 15 for details)
bull Cost ndash what is your budget to spend on a venue
bull Does your venue have enough toilets for your audience
Consider your options carefully some factors will be more important to you than others and should steer your decision
VENUE SPACE TYPES IN 2017116
68
94
26
23
9
105
13
129
13
74
04
37
If you already have a venue lined up you are well on your way to finalising your registration If the venue you have chosen is already registered in the AVR site you will be able to select it during the registration process
Still looking for the right venue Were here to help
VENUE FINDER
The Venue Finder is available through the Adelaide Fringe AVR site You can search by venue type location capacity and access all the information you need to assist with finding the perfect match
These venues are interested in having Fringe events at their venue and want to hear from you You can view the venuersquos details and information and if you like what you see get in touch and start negotiating
VENUE ASSISTANCE
Access local knowledge and know-how from the team We can guide you through finding a space from the quirkiest of locations to fully equipped theatres Email artistsadelaidefringecomau
If youre considering setting up and operating your own venue or using a vacant space contact us to find out what youll need to know
LOOKING TO ATTRACT NEW AUDIENCES
Whether youre looking for a venue for your entire event or simply adding an extra show outside of your run in Adelaidersquos CBD consider performing or exhibiting a little further afield
We have Councils in outer metropolitan and regional areas that are very supportive in encouraging creativity within their communities during Adelaide Fringe Keep an eye out in AVR Resources
Securing the right venue for your show exhibition or event is one of the most important decisions you will make
FRINGE TIPVenues donrsquot need to be on the venues list for you to use them You can use any venue you like - be proactive and think creatively
Theatre Concert
Temporary Venue (indoor)
Studio Gallery
School University
Pub Bar Hotel Winery
Outdoor Street Park
Other
Office Retail
Multi-Purpose Arts Venue
Government
Community Cultural Sporting
Cinema
Cafe Restaurant
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 14
COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE
Venues charge a fixed flat rental and the artist keeps 100 of the box office or exhibition sales This is the most straightforward arrangement It means the artist takes on all the financial risk
BOX OFFICE SPLIT
The artist and venue split the box office takings The percentage split will vary depending on the individual agreement A common share is 70ndash80 (artist) 20ndash30 (venue) Ensure that the split is after FringeTIX fees have been taken out
STRAIGHT HIRE BOX OFFICE SPLIT
Venues charge a cheaper rental fee plus a share of the box office (eg Flat fee plus 10 of box office) Ensure that the split is after FringeTIX fees have been taken out
BOX OFFICE SPLIT WITH GUARANTEE
The venue will take percentage of net ticket sales provided they are over the guaranteed amount If not you will need to pay the guaranteed amount as a straight hire fee Check your agreement carefully
NO VENUE HIRE
The venue is offered at no charge However there may be charges for staff technical equipment etc This is a popular option with events that bring in other revenue for the venue such as food and beverage sales
VISUAL ART AND DESIGNLook for a venue that suits your work practically aesthetically and conceptually with adequate visibility and visitation
CAFES RESTAURANTS PUBS
Benefits include good visitation possible window frontage and a ready-made audience to view your work Drawbacks can be limited space non-negotiable and pre-existing hanging points and your work is exposed Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening
OUTDOORS PUBLIC SPACES amp FOYERS
The main benefit is the direct access to the public the drawback is exposure to the elements and the lack of security If your work is suited to an outdoor space you will need to get the appropriate approvals from the council Other venues may include empty buildings shop fronts and public institutions Contact us for assistance
GALLERIES
Many established galleries are programmed up to 12 months in advance If your work is suited to a gallery it is advised that you contact them as soon as possible It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously
FRINGE TIPMake sure you ask venues what the hire fee covers in writing A lower fee may mean that more work is your responsibility (marketing providing box office technical staff) a higher fee should bring more benefits and support
Artist Thomas Readett Visual Arts Photo Krisztian Portscher
We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue All financial and contractual details
are directly between you and the venue not Adelaide Fringe
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 16
TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
MARKETIN
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
G
KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 7
If yoursquove answered yes yes yes and yes Honey Pot could be the arts market yoursquove been waiting for
Held throughout Adelaide Fringe 2018 Honey Pot enables artists to showcase their work in its entirety in front of industry professionals Presenters from all over the world attend the market at any time receive tailor-made itineraries of shows to see and networking events to join and effectively choose their own Adelaide Fringe adventure
For countless companies independent artists and producers this boutique market has kick-started that first career-changing conversation with a presenter who is on the hunt for the next big thing or the act that is needed to enrich their future program
Honey Pot 2017
bull 178 presenters (59 international)
bull 550 Honey Pot registered events
bull 8 fruitful networking sessions
bull 1828 complimentary tickets to shows processed (on average presenters saw at least 10 shows each)
As at July 2017 95 tours commissions and future presentations have already been confirmed from Adelaide Fringe 2017 So if your work is tour-ready nominate to be part of the Honey Pot program in AVR Opportunities
Read more about our Honey Pot program at adelaidefringecomauhoney-pot
Is your show ready for that next step
That regional national or international tour that commission that residency
Are you seeking to network with a bunch of new people gain some industry knowledge professionally develop and perhaps even be discovered in the process
Adelaide Fringes Marketplace
Honey Pot is great at connecting you with the right people Its a unique opportunity for aspiring artists to gain industry access at the next level
Triton Tunis-Mitchell Gravity amp Other Myths
TERROR AUSTRALIS ndash LEAH SHELTON (QLD) Premiered at Adelaide Fringe 2016Outcomes includeBrighton Fringe UKAccomplice Darwin Fringe NTBrisbane Powerhouse QLDCairns Centre of Contemporary Arts QLDMelbourne Fringe VICProvocaacutere Festival of the Arts Chapel Street Melbourne VIC
HOT BROWN HONEY (QLDNSW) Performed at Adelaide Fringe 2014 2015 2016Outcomes includeTiger Dublin Fringe Ireland UKAssembly Edinburgh Festival Fringe UKRed Hot Arts NTMelbourne International Comedy Festival VICBrisbane Festival QLDSydney Opera House NSWDarebin Arts VIC
A SIMPLE SPACE ndash GRAVITY amp OTHER MYTHS (SA) Premiered at Adelaide Fringe 2013Outcomes includeSydney Festival NSWFairfax Festival - Swan Hill Performing Arts Centre VICHoopla Festival NSWDreamBIG Childrenrsquos Festival SASeoul Street Arts Festival KORHarare International Arts Festival ZWERecklinghausen Fringe DEUSpoleto Festival South Carolina USAUdderbelly Festival Southbank London UK
KNEE DEEP ndash CASUS (QLD) Performed at Adelaide Fringe 2012Outcomes includeJudith Wright Centre of Contemporary Arts QLDWoodford Folk Festival QLDKonzertdirektion Landgraf DEUSeoul Street Arts Festival KOR
HONEY POT ALUMNIAll part of the Honey Pot program audiences everywhere have since engaged with the following works (to name just a few)
Artist Leah Shelton Photo Anthony RexHO
NEY PO
T
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 8
Rymill ParkMurlawirrapurka 16 February ndash 18 March
The place to grab a beer and a bite to eat With artist discounts on food and drinks itrsquos where you meet fellow artists and industry guests from Australia and around the world
Let your hair down and relax dance off that post show energy and cheer on your peers as they perform nightly Made exclusively for artists by artists this is where you want to be
Whether yoursquore looking to dance to late night DJs or grab a late night bite wersquove got you covered Located in the eastern parklands be sure to put it on your map because anything and everything will happen at the Fringe Club
However you choose to spend your time in the Fringe Club take time to meet new people and chat to other artists you never know who you will bump into
Artist Gingzilla Photo Trentino Priori
FRINGE CLUBThis is your place to party
FRINGE CLUB
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 9
Jason Marsiglia
ldquo[hellip] use the Artists support team at the fringe hub They are absolutely amazing and it is without a doubt the best face-to-face artist resource any festival has ever offered me They seem to know the answer to EVERYTHING And are just blooming lovely to bootrdquo
Rowena Hutson 2017 Adelaide Fringe Artist
Located at the Fringe Club Rymill ParkMurlawirrapurka 14 February ndash 18 March
Open every day of the Fringe (Formerly the Artist Tent)
See FringeWORKS as your all in one office meeting space rehearsal area and home away from home Therersquos plenty of room for everything from circus training to an afternoon nap
This is where you will find the Artist amp Venue Services team ready to help with information and any queries
Use the free computers and WiFi plug in your laptop and access printing and photocopying services - not to mention handy stationary items like a guillotine and staplers to help with all your postering and flyering efforts
To help you get the best out of Fringe Artist amp Venue Services put together a smashing timetable of events to warm your heart and sooth the soul including info sessions forums and workshops throughout the Fringe
bull Face to face support from your Artist amp Venue Services FringeTIX and Honey Pot teams
bull Collection point for your 2018 Fringe credentials and on-the-ground artist support guide
bull Free weekly BBQrsquos
bull Info sessions development opportunities workshops and special forums
bull Meet the Media events
bull Marketing amp Publicity sessions
KEEP UP TO DATEARTIST amp VENUE BULLETINS
Sent regularly throughout the registration process they contain useful information deadlines and opportunities Make sure yoursquore signed up in AVR
FRINGEWORKS SESSIONS
Throughout the registration period wersquoll be holding a number of information sessions in Adelaide and during our roadshows around Australia
Theyrsquore the perfect opportunity to meet the team learn about Adelaide Fringe specific opportunities how to market your show network with other artists and get all the tips on how to make the most of your Adelaide Fringe experience
Stay tuned for dates and venues in a city near you
Interstate or overseas Donrsquot worry selected sessions will be recorded and available through AVR Resources
See the Artist amp Venue Services team as your go-to people at Adelaide Fringe Wersquore with you every step of the way from registrations right through to on-the-ground support at FringeWORKS every day of the Fringe Utilise us sling questions at us wersquore here to help
artistsadelaidefringecomau +61 8 8100 2022
YOUR TEAM
KEEP AN EYE OUT FOR THE FRINGEWORKS GUIDE
Whether youre a local interstate or international artist look out for our FringeWORKS guide This includes information on Fringe details about FringeWORKS events throughout the Fringe artist discounts around town and general must know information for Adelaide
FRINGEWORKSYour home away from home
Karina BryceJo OCallaghan
Monica Bachmayer
Nadia Rossi
Rebecca Meston
HONEYPOT
FRINGETIXA FringeTIX team member will be available daily at FringeWORKS to sort all your ticketing needs
FRINGEW
ORKS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 10
EVERYTHING TO KNOW ABOUT REGISTRATION
ARTIST amp VENUE REGISTRATIONAdelaide Fringersquos online Artist amp Venue Registration (AVR) platform is where you enter all details of your event including description genre image venue dates and prices as well as register for Adelaide Fringe event opportunities and programs
When you register your event you will be selecting from 12 categories Cabaret Childrenrsquos Events Circus amp Physical Theatre Comedy Dance Events Film amp Digital Interactive Magic Music Theatre Visual Art amp Design This is where your event will be displayed both in the printed guide and on the website
TO START YOUR REGISTRATION
bull Go to avradelaidefringecomau
bull Follow the prompts to create a user account
If you were registered for the previous Adelaide Fringe you can use your login details to access your user account and reset your password if required Note that previous event information is not saved
You donrsquot have to finish your application all in one sitting We understand you might not have all the information ready at the point of registration
Registrations must be complete by Wednesday 4 Oct 2017
Yoursquore officially a fringe event once all required information in the registration is complete and registration fees are paid
REGISTRATION FEES $395 Performing Arts and Events of 4 sessions or more
$330 Visual Art amp Design of 4 sessions or more
$210 All event categories up to and including 3 sessions
Registration fees are GST free
THIS FEE COVERSRegistration fees themselves cover the cost of your listing in the printed Adelaide Fringe guide but upon registering you get all of this too
bull Your event listed in over 320000 printed Fringe Guides
bull Your event listed on adelaidefringecomau (over 2 million visitors in 2017)
bull Access to a whole array of opportunities to help sell tickets and create networks
bull Participation in events and programs to promote your work
bull Ongoing support and advice including information sessions and access to media lists and other resources
bull Fringe Club access
bull Daily FringeWORKS events to hone your skills warm the heart and soothe the soul
WHEN TO PAYRegistration fees must be received in full by 5pm Wednesday 4 October 2017
Your event isnrsquot official until payment is received
CANCELLATIONS
CANCELLATION DATE REFUND
Up to 18 Oct 2017 100
19 Oct - 08 Nov 2017 50
09 Nov 2017 or later Nil
FUN FACTAdelaide Fringe Artist registration fees havenrsquot changed a single cent for 9 years
NOT FOR PROFIT
Adelaide Fringe is a not-for-profit organisation with a voluntary board This means we do not operate for profit personal gain or other benefit of particular people but seek to work for the good of the greater cause - the Artist Adelaide Fringe is dedicated to putting more money back into every artistrsquos pocket and will continue to lobby government to promote invest in and support the Arts
WHERE DOES YOUR REGO FEE GO
Adelaide Fringe income generated from your registration fees and program guide advertising covers 20 of the total cost of artist services The remaining expenditure is covered by government grants and our generous sponsors
Signing up to AVR is free so what are you waiting for - check it out
REGISTRATION
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OPPORTUNITIES
UNFOLD FRINGE IN RUNDLE MALL
Unfold Fringe in Rundle Mall stage is located in the citys busiest shopping strip
You can present short snippets of your work or lsquospruikrsquo your event or exhibition to potential new audiences right near the central FringeTIX box office
Its a great chance to flyer right after your spot
Opt in for Unfold Fringe in the Mall in AVR Opportunities
YEP
YEP aims to build the next generation of arts enthusiasts and practitioners by engaging young people with events performances exhibitions workshops and backstage tours
YEP is a tailored booking service for teachers and educators and a pathway to a creative and imaginative Fringe experience for all young people from pre-school to 18 years
By adding a discounted price for students your event will have greater exposure in our YEP Guide which is distributed to Schools and youth education providers across South Australia
Opt in for YEP in AVR Opportunities
FRINGE AWARDS
Fringe Awards acknowledge outstanding events presented within Adelaide Fringe
Adelaide Fringe Weekly Awards are judged by a panel of leading industry experts and awarded throughout the Fringe in each art-form
Weekly Award Winners are announced each week in the Fringe Club and emailed to over 100000 Fringe eNews subscribers
Weekly Award Winners go in the running for the BankSA Awards presented to the overall lsquobestrsquo event in each art-form at the Closing Night Awards Ceremony
External presenters also present a variety of awards offering an assortment of prizes including funding for further production company development promotion mentorship and tour opportunities
To be eligible you need to have at least 3 sessions (except Film and Digital Music Visual Art amp Design and Events) not have a rotating or variety line-up or have previously won a major genre award at Adelaide Fringe with the event
Head to AVR for more information and to opt in for Fringe Awards
More Opportunities over the next page
Artist Fringe Wives Club Glittery Clittery A ConSENSUAL Party
Photo Trentino Priori
With over 25000 members aligning with Fringe Membership can help you get more bums on seats
Fringe Membership engages people of all ages throughout the year offering exclusive access to discounted FringeTIX to participating shows during Adelaide Fringe
There are many ways for you to engage with Fringe Membership Add a discounted Fringe Members ticket price to your event advertise through Fringe Membership or offer a special giveaway to Fringe Members You might also directly promote yourself to over 900 Fringe-fans at a Fringe Members night
Head to AVR for more information on how Fringe Membership can work for you
Add a Fringe Member Price (see pg 18)
More details in AVR Resources
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 12
ARTIST FUND GRANTS - FOR AUSTRALIAN ARTISTSAdelaide Fringe aims to award over $40000 in grants to Australian artists that aspire to present ambitious new work in Adelaide Fringe 2018 The Adelaide Fringe Artist Fund provides financial assistance to Australian artists registering their work in the Adelaide Fringe and relies on the generous donations from the general public throughout the year
Established to assist with the challenges of presenting new work at Adelaide Fringe applications are encouraged in all art-forms Proposals which are ambitious in delivering new contemporary art for a wide range of audiences will be looked upon favourably
Grants up to $10000 per project are available
WHO CAN APPLY Australian citizens or Australian permanent residents
APPLICATIONS CLOSE 5pm 4 September 2017 Successful grant recipients will be notified by 18 September 2017
HEAD TO adelaidefringecomauadelaide-fringe-artist-fund
PARADE OF LIGHT
Adelaide Fringe will create a spectacular corridor of light in 2018 connecting the cityrsquos eastern parklands to the riverbank precinct
Both sides of North Terrace will be transformed with buildings serving as canvases for an array of magnificent light projections including the luminous outdoor light show Aurora Borealis aka the Northern Lights ndash known as one of the most extraordinary natural sights in the world
This cultural boulevard will be bustling with activity and provide artists a public space to interact with audiences across all 31 nights of Adelaide Fringe
BankSA Support Act is a BankSA funded initiative that supports selected independent and emerging artists to raise their profile at Adelaide Fringe sell tickets to shows and encourage audiences to discover something new
BankSA subsidises a selection of shows to the public for $10 BankSA then pays the artist the difference between this and the normal ticket price ndash a great way to generate new audiences This is all backed up by a dedicated BankSA Support Act marketing campaign
Apply in AVR Opportunities
GOOSECHASE
Running at the 2017 Adelaide Fringe then returning for Adelaide Fringe 2018 GooseChase is the app based scavenger hunt sending playing patrons across cities to see and do more Fringe 1500 players experienced Adelaide Fringe 2017 in a new way and we are bringing it back for more rounds with even more prizes Keep your eyes peeled in AVR for more info on how you or your venue can get involved in GooseChase
OPPORTUNITIES
2017 Recipient Melita Rowstons Shit Tourism Presents the
Giant Worm Show
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 13
SECURING A VENUE THE ESSENTIALS
Once you have your list of potential venues consider
bull Capacity ndash does it meet your needs is it too big too small or just right If this is your first time to Fringe be realistic in your expectations A larger venue usually means a larger cost
bull Location and audience ndash is it near other Fringe activity close to transport does the venue have an existing audience that suits your event
bull How is the venue planning to market and publicise Fringe events at the venue Will their plans be enough to help get the word out about your event
bull What technical facilities does the venue offer Is this included in the hire or is it an extra charge
bull Is the venue licensed Is it important that audiences can grab a drink pre or post show
bull Can you hold an exhibition opening
bull What other events are happening or planned at the venue
bull What staffing (box office front of house bar) can the venue provide and at what costs
bull Venue accessibility (see pg 15 for details)
bull Cost ndash what is your budget to spend on a venue
bull Does your venue have enough toilets for your audience
Consider your options carefully some factors will be more important to you than others and should steer your decision
VENUE SPACE TYPES IN 2017116
68
94
26
23
9
105
13
129
13
74
04
37
If you already have a venue lined up you are well on your way to finalising your registration If the venue you have chosen is already registered in the AVR site you will be able to select it during the registration process
Still looking for the right venue Were here to help
VENUE FINDER
The Venue Finder is available through the Adelaide Fringe AVR site You can search by venue type location capacity and access all the information you need to assist with finding the perfect match
These venues are interested in having Fringe events at their venue and want to hear from you You can view the venuersquos details and information and if you like what you see get in touch and start negotiating
VENUE ASSISTANCE
Access local knowledge and know-how from the team We can guide you through finding a space from the quirkiest of locations to fully equipped theatres Email artistsadelaidefringecomau
If youre considering setting up and operating your own venue or using a vacant space contact us to find out what youll need to know
LOOKING TO ATTRACT NEW AUDIENCES
Whether youre looking for a venue for your entire event or simply adding an extra show outside of your run in Adelaidersquos CBD consider performing or exhibiting a little further afield
We have Councils in outer metropolitan and regional areas that are very supportive in encouraging creativity within their communities during Adelaide Fringe Keep an eye out in AVR Resources
Securing the right venue for your show exhibition or event is one of the most important decisions you will make
FRINGE TIPVenues donrsquot need to be on the venues list for you to use them You can use any venue you like - be proactive and think creatively
Theatre Concert
Temporary Venue (indoor)
Studio Gallery
School University
Pub Bar Hotel Winery
Outdoor Street Park
Other
Office Retail
Multi-Purpose Arts Venue
Government
Community Cultural Sporting
Cinema
Cafe Restaurant
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 14
COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE
Venues charge a fixed flat rental and the artist keeps 100 of the box office or exhibition sales This is the most straightforward arrangement It means the artist takes on all the financial risk
BOX OFFICE SPLIT
The artist and venue split the box office takings The percentage split will vary depending on the individual agreement A common share is 70ndash80 (artist) 20ndash30 (venue) Ensure that the split is after FringeTIX fees have been taken out
STRAIGHT HIRE BOX OFFICE SPLIT
Venues charge a cheaper rental fee plus a share of the box office (eg Flat fee plus 10 of box office) Ensure that the split is after FringeTIX fees have been taken out
BOX OFFICE SPLIT WITH GUARANTEE
The venue will take percentage of net ticket sales provided they are over the guaranteed amount If not you will need to pay the guaranteed amount as a straight hire fee Check your agreement carefully
NO VENUE HIRE
The venue is offered at no charge However there may be charges for staff technical equipment etc This is a popular option with events that bring in other revenue for the venue such as food and beverage sales
VISUAL ART AND DESIGNLook for a venue that suits your work practically aesthetically and conceptually with adequate visibility and visitation
CAFES RESTAURANTS PUBS
Benefits include good visitation possible window frontage and a ready-made audience to view your work Drawbacks can be limited space non-negotiable and pre-existing hanging points and your work is exposed Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening
OUTDOORS PUBLIC SPACES amp FOYERS
The main benefit is the direct access to the public the drawback is exposure to the elements and the lack of security If your work is suited to an outdoor space you will need to get the appropriate approvals from the council Other venues may include empty buildings shop fronts and public institutions Contact us for assistance
GALLERIES
Many established galleries are programmed up to 12 months in advance If your work is suited to a gallery it is advised that you contact them as soon as possible It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously
FRINGE TIPMake sure you ask venues what the hire fee covers in writing A lower fee may mean that more work is your responsibility (marketing providing box office technical staff) a higher fee should bring more benefits and support
Artist Thomas Readett Visual Arts Photo Krisztian Portscher
We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue All financial and contractual details
are directly between you and the venue not Adelaide Fringe
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 16
TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
MARKETIN
G
YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
G
KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 8
Rymill ParkMurlawirrapurka 16 February ndash 18 March
The place to grab a beer and a bite to eat With artist discounts on food and drinks itrsquos where you meet fellow artists and industry guests from Australia and around the world
Let your hair down and relax dance off that post show energy and cheer on your peers as they perform nightly Made exclusively for artists by artists this is where you want to be
Whether yoursquore looking to dance to late night DJs or grab a late night bite wersquove got you covered Located in the eastern parklands be sure to put it on your map because anything and everything will happen at the Fringe Club
However you choose to spend your time in the Fringe Club take time to meet new people and chat to other artists you never know who you will bump into
Artist Gingzilla Photo Trentino Priori
FRINGE CLUBThis is your place to party
FRINGE CLUB
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 9
Jason Marsiglia
ldquo[hellip] use the Artists support team at the fringe hub They are absolutely amazing and it is without a doubt the best face-to-face artist resource any festival has ever offered me They seem to know the answer to EVERYTHING And are just blooming lovely to bootrdquo
Rowena Hutson 2017 Adelaide Fringe Artist
Located at the Fringe Club Rymill ParkMurlawirrapurka 14 February ndash 18 March
Open every day of the Fringe (Formerly the Artist Tent)
See FringeWORKS as your all in one office meeting space rehearsal area and home away from home Therersquos plenty of room for everything from circus training to an afternoon nap
This is where you will find the Artist amp Venue Services team ready to help with information and any queries
Use the free computers and WiFi plug in your laptop and access printing and photocopying services - not to mention handy stationary items like a guillotine and staplers to help with all your postering and flyering efforts
To help you get the best out of Fringe Artist amp Venue Services put together a smashing timetable of events to warm your heart and sooth the soul including info sessions forums and workshops throughout the Fringe
bull Face to face support from your Artist amp Venue Services FringeTIX and Honey Pot teams
bull Collection point for your 2018 Fringe credentials and on-the-ground artist support guide
bull Free weekly BBQrsquos
bull Info sessions development opportunities workshops and special forums
bull Meet the Media events
bull Marketing amp Publicity sessions
KEEP UP TO DATEARTIST amp VENUE BULLETINS
Sent regularly throughout the registration process they contain useful information deadlines and opportunities Make sure yoursquore signed up in AVR
FRINGEWORKS SESSIONS
Throughout the registration period wersquoll be holding a number of information sessions in Adelaide and during our roadshows around Australia
Theyrsquore the perfect opportunity to meet the team learn about Adelaide Fringe specific opportunities how to market your show network with other artists and get all the tips on how to make the most of your Adelaide Fringe experience
Stay tuned for dates and venues in a city near you
Interstate or overseas Donrsquot worry selected sessions will be recorded and available through AVR Resources
See the Artist amp Venue Services team as your go-to people at Adelaide Fringe Wersquore with you every step of the way from registrations right through to on-the-ground support at FringeWORKS every day of the Fringe Utilise us sling questions at us wersquore here to help
artistsadelaidefringecomau +61 8 8100 2022
YOUR TEAM
KEEP AN EYE OUT FOR THE FRINGEWORKS GUIDE
Whether youre a local interstate or international artist look out for our FringeWORKS guide This includes information on Fringe details about FringeWORKS events throughout the Fringe artist discounts around town and general must know information for Adelaide
FRINGEWORKSYour home away from home
Karina BryceJo OCallaghan
Monica Bachmayer
Nadia Rossi
Rebecca Meston
HONEYPOT
FRINGETIXA FringeTIX team member will be available daily at FringeWORKS to sort all your ticketing needs
FRINGEW
ORKS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 10
EVERYTHING TO KNOW ABOUT REGISTRATION
ARTIST amp VENUE REGISTRATIONAdelaide Fringersquos online Artist amp Venue Registration (AVR) platform is where you enter all details of your event including description genre image venue dates and prices as well as register for Adelaide Fringe event opportunities and programs
When you register your event you will be selecting from 12 categories Cabaret Childrenrsquos Events Circus amp Physical Theatre Comedy Dance Events Film amp Digital Interactive Magic Music Theatre Visual Art amp Design This is where your event will be displayed both in the printed guide and on the website
TO START YOUR REGISTRATION
bull Go to avradelaidefringecomau
bull Follow the prompts to create a user account
If you were registered for the previous Adelaide Fringe you can use your login details to access your user account and reset your password if required Note that previous event information is not saved
You donrsquot have to finish your application all in one sitting We understand you might not have all the information ready at the point of registration
Registrations must be complete by Wednesday 4 Oct 2017
Yoursquore officially a fringe event once all required information in the registration is complete and registration fees are paid
REGISTRATION FEES $395 Performing Arts and Events of 4 sessions or more
$330 Visual Art amp Design of 4 sessions or more
$210 All event categories up to and including 3 sessions
Registration fees are GST free
THIS FEE COVERSRegistration fees themselves cover the cost of your listing in the printed Adelaide Fringe guide but upon registering you get all of this too
bull Your event listed in over 320000 printed Fringe Guides
bull Your event listed on adelaidefringecomau (over 2 million visitors in 2017)
bull Access to a whole array of opportunities to help sell tickets and create networks
bull Participation in events and programs to promote your work
bull Ongoing support and advice including information sessions and access to media lists and other resources
bull Fringe Club access
bull Daily FringeWORKS events to hone your skills warm the heart and soothe the soul
WHEN TO PAYRegistration fees must be received in full by 5pm Wednesday 4 October 2017
Your event isnrsquot official until payment is received
CANCELLATIONS
CANCELLATION DATE REFUND
Up to 18 Oct 2017 100
19 Oct - 08 Nov 2017 50
09 Nov 2017 or later Nil
FUN FACTAdelaide Fringe Artist registration fees havenrsquot changed a single cent for 9 years
NOT FOR PROFIT
Adelaide Fringe is a not-for-profit organisation with a voluntary board This means we do not operate for profit personal gain or other benefit of particular people but seek to work for the good of the greater cause - the Artist Adelaide Fringe is dedicated to putting more money back into every artistrsquos pocket and will continue to lobby government to promote invest in and support the Arts
WHERE DOES YOUR REGO FEE GO
Adelaide Fringe income generated from your registration fees and program guide advertising covers 20 of the total cost of artist services The remaining expenditure is covered by government grants and our generous sponsors
Signing up to AVR is free so what are you waiting for - check it out
REGISTRATION
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 11
OPPORTUNITIES
UNFOLD FRINGE IN RUNDLE MALL
Unfold Fringe in Rundle Mall stage is located in the citys busiest shopping strip
You can present short snippets of your work or lsquospruikrsquo your event or exhibition to potential new audiences right near the central FringeTIX box office
Its a great chance to flyer right after your spot
Opt in for Unfold Fringe in the Mall in AVR Opportunities
YEP
YEP aims to build the next generation of arts enthusiasts and practitioners by engaging young people with events performances exhibitions workshops and backstage tours
YEP is a tailored booking service for teachers and educators and a pathway to a creative and imaginative Fringe experience for all young people from pre-school to 18 years
By adding a discounted price for students your event will have greater exposure in our YEP Guide which is distributed to Schools and youth education providers across South Australia
Opt in for YEP in AVR Opportunities
FRINGE AWARDS
Fringe Awards acknowledge outstanding events presented within Adelaide Fringe
Adelaide Fringe Weekly Awards are judged by a panel of leading industry experts and awarded throughout the Fringe in each art-form
Weekly Award Winners are announced each week in the Fringe Club and emailed to over 100000 Fringe eNews subscribers
Weekly Award Winners go in the running for the BankSA Awards presented to the overall lsquobestrsquo event in each art-form at the Closing Night Awards Ceremony
External presenters also present a variety of awards offering an assortment of prizes including funding for further production company development promotion mentorship and tour opportunities
To be eligible you need to have at least 3 sessions (except Film and Digital Music Visual Art amp Design and Events) not have a rotating or variety line-up or have previously won a major genre award at Adelaide Fringe with the event
Head to AVR for more information and to opt in for Fringe Awards
More Opportunities over the next page
Artist Fringe Wives Club Glittery Clittery A ConSENSUAL Party
Photo Trentino Priori
With over 25000 members aligning with Fringe Membership can help you get more bums on seats
Fringe Membership engages people of all ages throughout the year offering exclusive access to discounted FringeTIX to participating shows during Adelaide Fringe
There are many ways for you to engage with Fringe Membership Add a discounted Fringe Members ticket price to your event advertise through Fringe Membership or offer a special giveaway to Fringe Members You might also directly promote yourself to over 900 Fringe-fans at a Fringe Members night
Head to AVR for more information on how Fringe Membership can work for you
Add a Fringe Member Price (see pg 18)
More details in AVR Resources
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 12
ARTIST FUND GRANTS - FOR AUSTRALIAN ARTISTSAdelaide Fringe aims to award over $40000 in grants to Australian artists that aspire to present ambitious new work in Adelaide Fringe 2018 The Adelaide Fringe Artist Fund provides financial assistance to Australian artists registering their work in the Adelaide Fringe and relies on the generous donations from the general public throughout the year
Established to assist with the challenges of presenting new work at Adelaide Fringe applications are encouraged in all art-forms Proposals which are ambitious in delivering new contemporary art for a wide range of audiences will be looked upon favourably
Grants up to $10000 per project are available
WHO CAN APPLY Australian citizens or Australian permanent residents
APPLICATIONS CLOSE 5pm 4 September 2017 Successful grant recipients will be notified by 18 September 2017
HEAD TO adelaidefringecomauadelaide-fringe-artist-fund
PARADE OF LIGHT
Adelaide Fringe will create a spectacular corridor of light in 2018 connecting the cityrsquos eastern parklands to the riverbank precinct
Both sides of North Terrace will be transformed with buildings serving as canvases for an array of magnificent light projections including the luminous outdoor light show Aurora Borealis aka the Northern Lights ndash known as one of the most extraordinary natural sights in the world
This cultural boulevard will be bustling with activity and provide artists a public space to interact with audiences across all 31 nights of Adelaide Fringe
BankSA Support Act is a BankSA funded initiative that supports selected independent and emerging artists to raise their profile at Adelaide Fringe sell tickets to shows and encourage audiences to discover something new
BankSA subsidises a selection of shows to the public for $10 BankSA then pays the artist the difference between this and the normal ticket price ndash a great way to generate new audiences This is all backed up by a dedicated BankSA Support Act marketing campaign
Apply in AVR Opportunities
GOOSECHASE
Running at the 2017 Adelaide Fringe then returning for Adelaide Fringe 2018 GooseChase is the app based scavenger hunt sending playing patrons across cities to see and do more Fringe 1500 players experienced Adelaide Fringe 2017 in a new way and we are bringing it back for more rounds with even more prizes Keep your eyes peeled in AVR for more info on how you or your venue can get involved in GooseChase
OPPORTUNITIES
2017 Recipient Melita Rowstons Shit Tourism Presents the
Giant Worm Show
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 13
SECURING A VENUE THE ESSENTIALS
Once you have your list of potential venues consider
bull Capacity ndash does it meet your needs is it too big too small or just right If this is your first time to Fringe be realistic in your expectations A larger venue usually means a larger cost
bull Location and audience ndash is it near other Fringe activity close to transport does the venue have an existing audience that suits your event
bull How is the venue planning to market and publicise Fringe events at the venue Will their plans be enough to help get the word out about your event
bull What technical facilities does the venue offer Is this included in the hire or is it an extra charge
bull Is the venue licensed Is it important that audiences can grab a drink pre or post show
bull Can you hold an exhibition opening
bull What other events are happening or planned at the venue
bull What staffing (box office front of house bar) can the venue provide and at what costs
bull Venue accessibility (see pg 15 for details)
bull Cost ndash what is your budget to spend on a venue
bull Does your venue have enough toilets for your audience
Consider your options carefully some factors will be more important to you than others and should steer your decision
VENUE SPACE TYPES IN 2017116
68
94
26
23
9
105
13
129
13
74
04
37
If you already have a venue lined up you are well on your way to finalising your registration If the venue you have chosen is already registered in the AVR site you will be able to select it during the registration process
Still looking for the right venue Were here to help
VENUE FINDER
The Venue Finder is available through the Adelaide Fringe AVR site You can search by venue type location capacity and access all the information you need to assist with finding the perfect match
These venues are interested in having Fringe events at their venue and want to hear from you You can view the venuersquos details and information and if you like what you see get in touch and start negotiating
VENUE ASSISTANCE
Access local knowledge and know-how from the team We can guide you through finding a space from the quirkiest of locations to fully equipped theatres Email artistsadelaidefringecomau
If youre considering setting up and operating your own venue or using a vacant space contact us to find out what youll need to know
LOOKING TO ATTRACT NEW AUDIENCES
Whether youre looking for a venue for your entire event or simply adding an extra show outside of your run in Adelaidersquos CBD consider performing or exhibiting a little further afield
We have Councils in outer metropolitan and regional areas that are very supportive in encouraging creativity within their communities during Adelaide Fringe Keep an eye out in AVR Resources
Securing the right venue for your show exhibition or event is one of the most important decisions you will make
FRINGE TIPVenues donrsquot need to be on the venues list for you to use them You can use any venue you like - be proactive and think creatively
Theatre Concert
Temporary Venue (indoor)
Studio Gallery
School University
Pub Bar Hotel Winery
Outdoor Street Park
Other
Office Retail
Multi-Purpose Arts Venue
Government
Community Cultural Sporting
Cinema
Cafe Restaurant
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 14
COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE
Venues charge a fixed flat rental and the artist keeps 100 of the box office or exhibition sales This is the most straightforward arrangement It means the artist takes on all the financial risk
BOX OFFICE SPLIT
The artist and venue split the box office takings The percentage split will vary depending on the individual agreement A common share is 70ndash80 (artist) 20ndash30 (venue) Ensure that the split is after FringeTIX fees have been taken out
STRAIGHT HIRE BOX OFFICE SPLIT
Venues charge a cheaper rental fee plus a share of the box office (eg Flat fee plus 10 of box office) Ensure that the split is after FringeTIX fees have been taken out
BOX OFFICE SPLIT WITH GUARANTEE
The venue will take percentage of net ticket sales provided they are over the guaranteed amount If not you will need to pay the guaranteed amount as a straight hire fee Check your agreement carefully
NO VENUE HIRE
The venue is offered at no charge However there may be charges for staff technical equipment etc This is a popular option with events that bring in other revenue for the venue such as food and beverage sales
VISUAL ART AND DESIGNLook for a venue that suits your work practically aesthetically and conceptually with adequate visibility and visitation
CAFES RESTAURANTS PUBS
Benefits include good visitation possible window frontage and a ready-made audience to view your work Drawbacks can be limited space non-negotiable and pre-existing hanging points and your work is exposed Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening
OUTDOORS PUBLIC SPACES amp FOYERS
The main benefit is the direct access to the public the drawback is exposure to the elements and the lack of security If your work is suited to an outdoor space you will need to get the appropriate approvals from the council Other venues may include empty buildings shop fronts and public institutions Contact us for assistance
GALLERIES
Many established galleries are programmed up to 12 months in advance If your work is suited to a gallery it is advised that you contact them as soon as possible It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously
FRINGE TIPMake sure you ask venues what the hire fee covers in writing A lower fee may mean that more work is your responsibility (marketing providing box office technical staff) a higher fee should bring more benefits and support
Artist Thomas Readett Visual Arts Photo Krisztian Portscher
We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue All financial and contractual details
are directly between you and the venue not Adelaide Fringe
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
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TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
MARKETIN
G
YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
G
KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 9
Jason Marsiglia
ldquo[hellip] use the Artists support team at the fringe hub They are absolutely amazing and it is without a doubt the best face-to-face artist resource any festival has ever offered me They seem to know the answer to EVERYTHING And are just blooming lovely to bootrdquo
Rowena Hutson 2017 Adelaide Fringe Artist
Located at the Fringe Club Rymill ParkMurlawirrapurka 14 February ndash 18 March
Open every day of the Fringe (Formerly the Artist Tent)
See FringeWORKS as your all in one office meeting space rehearsal area and home away from home Therersquos plenty of room for everything from circus training to an afternoon nap
This is where you will find the Artist amp Venue Services team ready to help with information and any queries
Use the free computers and WiFi plug in your laptop and access printing and photocopying services - not to mention handy stationary items like a guillotine and staplers to help with all your postering and flyering efforts
To help you get the best out of Fringe Artist amp Venue Services put together a smashing timetable of events to warm your heart and sooth the soul including info sessions forums and workshops throughout the Fringe
bull Face to face support from your Artist amp Venue Services FringeTIX and Honey Pot teams
bull Collection point for your 2018 Fringe credentials and on-the-ground artist support guide
bull Free weekly BBQrsquos
bull Info sessions development opportunities workshops and special forums
bull Meet the Media events
bull Marketing amp Publicity sessions
KEEP UP TO DATEARTIST amp VENUE BULLETINS
Sent regularly throughout the registration process they contain useful information deadlines and opportunities Make sure yoursquore signed up in AVR
FRINGEWORKS SESSIONS
Throughout the registration period wersquoll be holding a number of information sessions in Adelaide and during our roadshows around Australia
Theyrsquore the perfect opportunity to meet the team learn about Adelaide Fringe specific opportunities how to market your show network with other artists and get all the tips on how to make the most of your Adelaide Fringe experience
Stay tuned for dates and venues in a city near you
Interstate or overseas Donrsquot worry selected sessions will be recorded and available through AVR Resources
See the Artist amp Venue Services team as your go-to people at Adelaide Fringe Wersquore with you every step of the way from registrations right through to on-the-ground support at FringeWORKS every day of the Fringe Utilise us sling questions at us wersquore here to help
artistsadelaidefringecomau +61 8 8100 2022
YOUR TEAM
KEEP AN EYE OUT FOR THE FRINGEWORKS GUIDE
Whether youre a local interstate or international artist look out for our FringeWORKS guide This includes information on Fringe details about FringeWORKS events throughout the Fringe artist discounts around town and general must know information for Adelaide
FRINGEWORKSYour home away from home
Karina BryceJo OCallaghan
Monica Bachmayer
Nadia Rossi
Rebecca Meston
HONEYPOT
FRINGETIXA FringeTIX team member will be available daily at FringeWORKS to sort all your ticketing needs
FRINGEW
ORKS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 10
EVERYTHING TO KNOW ABOUT REGISTRATION
ARTIST amp VENUE REGISTRATIONAdelaide Fringersquos online Artist amp Venue Registration (AVR) platform is where you enter all details of your event including description genre image venue dates and prices as well as register for Adelaide Fringe event opportunities and programs
When you register your event you will be selecting from 12 categories Cabaret Childrenrsquos Events Circus amp Physical Theatre Comedy Dance Events Film amp Digital Interactive Magic Music Theatre Visual Art amp Design This is where your event will be displayed both in the printed guide and on the website
TO START YOUR REGISTRATION
bull Go to avradelaidefringecomau
bull Follow the prompts to create a user account
If you were registered for the previous Adelaide Fringe you can use your login details to access your user account and reset your password if required Note that previous event information is not saved
You donrsquot have to finish your application all in one sitting We understand you might not have all the information ready at the point of registration
Registrations must be complete by Wednesday 4 Oct 2017
Yoursquore officially a fringe event once all required information in the registration is complete and registration fees are paid
REGISTRATION FEES $395 Performing Arts and Events of 4 sessions or more
$330 Visual Art amp Design of 4 sessions or more
$210 All event categories up to and including 3 sessions
Registration fees are GST free
THIS FEE COVERSRegistration fees themselves cover the cost of your listing in the printed Adelaide Fringe guide but upon registering you get all of this too
bull Your event listed in over 320000 printed Fringe Guides
bull Your event listed on adelaidefringecomau (over 2 million visitors in 2017)
bull Access to a whole array of opportunities to help sell tickets and create networks
bull Participation in events and programs to promote your work
bull Ongoing support and advice including information sessions and access to media lists and other resources
bull Fringe Club access
bull Daily FringeWORKS events to hone your skills warm the heart and soothe the soul
WHEN TO PAYRegistration fees must be received in full by 5pm Wednesday 4 October 2017
Your event isnrsquot official until payment is received
CANCELLATIONS
CANCELLATION DATE REFUND
Up to 18 Oct 2017 100
19 Oct - 08 Nov 2017 50
09 Nov 2017 or later Nil
FUN FACTAdelaide Fringe Artist registration fees havenrsquot changed a single cent for 9 years
NOT FOR PROFIT
Adelaide Fringe is a not-for-profit organisation with a voluntary board This means we do not operate for profit personal gain or other benefit of particular people but seek to work for the good of the greater cause - the Artist Adelaide Fringe is dedicated to putting more money back into every artistrsquos pocket and will continue to lobby government to promote invest in and support the Arts
WHERE DOES YOUR REGO FEE GO
Adelaide Fringe income generated from your registration fees and program guide advertising covers 20 of the total cost of artist services The remaining expenditure is covered by government grants and our generous sponsors
Signing up to AVR is free so what are you waiting for - check it out
REGISTRATION
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 11
OPPORTUNITIES
UNFOLD FRINGE IN RUNDLE MALL
Unfold Fringe in Rundle Mall stage is located in the citys busiest shopping strip
You can present short snippets of your work or lsquospruikrsquo your event or exhibition to potential new audiences right near the central FringeTIX box office
Its a great chance to flyer right after your spot
Opt in for Unfold Fringe in the Mall in AVR Opportunities
YEP
YEP aims to build the next generation of arts enthusiasts and practitioners by engaging young people with events performances exhibitions workshops and backstage tours
YEP is a tailored booking service for teachers and educators and a pathway to a creative and imaginative Fringe experience for all young people from pre-school to 18 years
By adding a discounted price for students your event will have greater exposure in our YEP Guide which is distributed to Schools and youth education providers across South Australia
Opt in for YEP in AVR Opportunities
FRINGE AWARDS
Fringe Awards acknowledge outstanding events presented within Adelaide Fringe
Adelaide Fringe Weekly Awards are judged by a panel of leading industry experts and awarded throughout the Fringe in each art-form
Weekly Award Winners are announced each week in the Fringe Club and emailed to over 100000 Fringe eNews subscribers
Weekly Award Winners go in the running for the BankSA Awards presented to the overall lsquobestrsquo event in each art-form at the Closing Night Awards Ceremony
External presenters also present a variety of awards offering an assortment of prizes including funding for further production company development promotion mentorship and tour opportunities
To be eligible you need to have at least 3 sessions (except Film and Digital Music Visual Art amp Design and Events) not have a rotating or variety line-up or have previously won a major genre award at Adelaide Fringe with the event
Head to AVR for more information and to opt in for Fringe Awards
More Opportunities over the next page
Artist Fringe Wives Club Glittery Clittery A ConSENSUAL Party
Photo Trentino Priori
With over 25000 members aligning with Fringe Membership can help you get more bums on seats
Fringe Membership engages people of all ages throughout the year offering exclusive access to discounted FringeTIX to participating shows during Adelaide Fringe
There are many ways for you to engage with Fringe Membership Add a discounted Fringe Members ticket price to your event advertise through Fringe Membership or offer a special giveaway to Fringe Members You might also directly promote yourself to over 900 Fringe-fans at a Fringe Members night
Head to AVR for more information on how Fringe Membership can work for you
Add a Fringe Member Price (see pg 18)
More details in AVR Resources
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 12
ARTIST FUND GRANTS - FOR AUSTRALIAN ARTISTSAdelaide Fringe aims to award over $40000 in grants to Australian artists that aspire to present ambitious new work in Adelaide Fringe 2018 The Adelaide Fringe Artist Fund provides financial assistance to Australian artists registering their work in the Adelaide Fringe and relies on the generous donations from the general public throughout the year
Established to assist with the challenges of presenting new work at Adelaide Fringe applications are encouraged in all art-forms Proposals which are ambitious in delivering new contemporary art for a wide range of audiences will be looked upon favourably
Grants up to $10000 per project are available
WHO CAN APPLY Australian citizens or Australian permanent residents
APPLICATIONS CLOSE 5pm 4 September 2017 Successful grant recipients will be notified by 18 September 2017
HEAD TO adelaidefringecomauadelaide-fringe-artist-fund
PARADE OF LIGHT
Adelaide Fringe will create a spectacular corridor of light in 2018 connecting the cityrsquos eastern parklands to the riverbank precinct
Both sides of North Terrace will be transformed with buildings serving as canvases for an array of magnificent light projections including the luminous outdoor light show Aurora Borealis aka the Northern Lights ndash known as one of the most extraordinary natural sights in the world
This cultural boulevard will be bustling with activity and provide artists a public space to interact with audiences across all 31 nights of Adelaide Fringe
BankSA Support Act is a BankSA funded initiative that supports selected independent and emerging artists to raise their profile at Adelaide Fringe sell tickets to shows and encourage audiences to discover something new
BankSA subsidises a selection of shows to the public for $10 BankSA then pays the artist the difference between this and the normal ticket price ndash a great way to generate new audiences This is all backed up by a dedicated BankSA Support Act marketing campaign
Apply in AVR Opportunities
GOOSECHASE
Running at the 2017 Adelaide Fringe then returning for Adelaide Fringe 2018 GooseChase is the app based scavenger hunt sending playing patrons across cities to see and do more Fringe 1500 players experienced Adelaide Fringe 2017 in a new way and we are bringing it back for more rounds with even more prizes Keep your eyes peeled in AVR for more info on how you or your venue can get involved in GooseChase
OPPORTUNITIES
2017 Recipient Melita Rowstons Shit Tourism Presents the
Giant Worm Show
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 13
SECURING A VENUE THE ESSENTIALS
Once you have your list of potential venues consider
bull Capacity ndash does it meet your needs is it too big too small or just right If this is your first time to Fringe be realistic in your expectations A larger venue usually means a larger cost
bull Location and audience ndash is it near other Fringe activity close to transport does the venue have an existing audience that suits your event
bull How is the venue planning to market and publicise Fringe events at the venue Will their plans be enough to help get the word out about your event
bull What technical facilities does the venue offer Is this included in the hire or is it an extra charge
bull Is the venue licensed Is it important that audiences can grab a drink pre or post show
bull Can you hold an exhibition opening
bull What other events are happening or planned at the venue
bull What staffing (box office front of house bar) can the venue provide and at what costs
bull Venue accessibility (see pg 15 for details)
bull Cost ndash what is your budget to spend on a venue
bull Does your venue have enough toilets for your audience
Consider your options carefully some factors will be more important to you than others and should steer your decision
VENUE SPACE TYPES IN 2017116
68
94
26
23
9
105
13
129
13
74
04
37
If you already have a venue lined up you are well on your way to finalising your registration If the venue you have chosen is already registered in the AVR site you will be able to select it during the registration process
Still looking for the right venue Were here to help
VENUE FINDER
The Venue Finder is available through the Adelaide Fringe AVR site You can search by venue type location capacity and access all the information you need to assist with finding the perfect match
These venues are interested in having Fringe events at their venue and want to hear from you You can view the venuersquos details and information and if you like what you see get in touch and start negotiating
VENUE ASSISTANCE
Access local knowledge and know-how from the team We can guide you through finding a space from the quirkiest of locations to fully equipped theatres Email artistsadelaidefringecomau
If youre considering setting up and operating your own venue or using a vacant space contact us to find out what youll need to know
LOOKING TO ATTRACT NEW AUDIENCES
Whether youre looking for a venue for your entire event or simply adding an extra show outside of your run in Adelaidersquos CBD consider performing or exhibiting a little further afield
We have Councils in outer metropolitan and regional areas that are very supportive in encouraging creativity within their communities during Adelaide Fringe Keep an eye out in AVR Resources
Securing the right venue for your show exhibition or event is one of the most important decisions you will make
FRINGE TIPVenues donrsquot need to be on the venues list for you to use them You can use any venue you like - be proactive and think creatively
Theatre Concert
Temporary Venue (indoor)
Studio Gallery
School University
Pub Bar Hotel Winery
Outdoor Street Park
Other
Office Retail
Multi-Purpose Arts Venue
Government
Community Cultural Sporting
Cinema
Cafe Restaurant
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 14
COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE
Venues charge a fixed flat rental and the artist keeps 100 of the box office or exhibition sales This is the most straightforward arrangement It means the artist takes on all the financial risk
BOX OFFICE SPLIT
The artist and venue split the box office takings The percentage split will vary depending on the individual agreement A common share is 70ndash80 (artist) 20ndash30 (venue) Ensure that the split is after FringeTIX fees have been taken out
STRAIGHT HIRE BOX OFFICE SPLIT
Venues charge a cheaper rental fee plus a share of the box office (eg Flat fee plus 10 of box office) Ensure that the split is after FringeTIX fees have been taken out
BOX OFFICE SPLIT WITH GUARANTEE
The venue will take percentage of net ticket sales provided they are over the guaranteed amount If not you will need to pay the guaranteed amount as a straight hire fee Check your agreement carefully
NO VENUE HIRE
The venue is offered at no charge However there may be charges for staff technical equipment etc This is a popular option with events that bring in other revenue for the venue such as food and beverage sales
VISUAL ART AND DESIGNLook for a venue that suits your work practically aesthetically and conceptually with adequate visibility and visitation
CAFES RESTAURANTS PUBS
Benefits include good visitation possible window frontage and a ready-made audience to view your work Drawbacks can be limited space non-negotiable and pre-existing hanging points and your work is exposed Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening
OUTDOORS PUBLIC SPACES amp FOYERS
The main benefit is the direct access to the public the drawback is exposure to the elements and the lack of security If your work is suited to an outdoor space you will need to get the appropriate approvals from the council Other venues may include empty buildings shop fronts and public institutions Contact us for assistance
GALLERIES
Many established galleries are programmed up to 12 months in advance If your work is suited to a gallery it is advised that you contact them as soon as possible It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously
FRINGE TIPMake sure you ask venues what the hire fee covers in writing A lower fee may mean that more work is your responsibility (marketing providing box office technical staff) a higher fee should bring more benefits and support
Artist Thomas Readett Visual Arts Photo Krisztian Portscher
We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue All financial and contractual details
are directly between you and the venue not Adelaide Fringe
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
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TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
MARKETIN
G
YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
G
KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 10
EVERYTHING TO KNOW ABOUT REGISTRATION
ARTIST amp VENUE REGISTRATIONAdelaide Fringersquos online Artist amp Venue Registration (AVR) platform is where you enter all details of your event including description genre image venue dates and prices as well as register for Adelaide Fringe event opportunities and programs
When you register your event you will be selecting from 12 categories Cabaret Childrenrsquos Events Circus amp Physical Theatre Comedy Dance Events Film amp Digital Interactive Magic Music Theatre Visual Art amp Design This is where your event will be displayed both in the printed guide and on the website
TO START YOUR REGISTRATION
bull Go to avradelaidefringecomau
bull Follow the prompts to create a user account
If you were registered for the previous Adelaide Fringe you can use your login details to access your user account and reset your password if required Note that previous event information is not saved
You donrsquot have to finish your application all in one sitting We understand you might not have all the information ready at the point of registration
Registrations must be complete by Wednesday 4 Oct 2017
Yoursquore officially a fringe event once all required information in the registration is complete and registration fees are paid
REGISTRATION FEES $395 Performing Arts and Events of 4 sessions or more
$330 Visual Art amp Design of 4 sessions or more
$210 All event categories up to and including 3 sessions
Registration fees are GST free
THIS FEE COVERSRegistration fees themselves cover the cost of your listing in the printed Adelaide Fringe guide but upon registering you get all of this too
bull Your event listed in over 320000 printed Fringe Guides
bull Your event listed on adelaidefringecomau (over 2 million visitors in 2017)
bull Access to a whole array of opportunities to help sell tickets and create networks
bull Participation in events and programs to promote your work
bull Ongoing support and advice including information sessions and access to media lists and other resources
bull Fringe Club access
bull Daily FringeWORKS events to hone your skills warm the heart and soothe the soul
WHEN TO PAYRegistration fees must be received in full by 5pm Wednesday 4 October 2017
Your event isnrsquot official until payment is received
CANCELLATIONS
CANCELLATION DATE REFUND
Up to 18 Oct 2017 100
19 Oct - 08 Nov 2017 50
09 Nov 2017 or later Nil
FUN FACTAdelaide Fringe Artist registration fees havenrsquot changed a single cent for 9 years
NOT FOR PROFIT
Adelaide Fringe is a not-for-profit organisation with a voluntary board This means we do not operate for profit personal gain or other benefit of particular people but seek to work for the good of the greater cause - the Artist Adelaide Fringe is dedicated to putting more money back into every artistrsquos pocket and will continue to lobby government to promote invest in and support the Arts
WHERE DOES YOUR REGO FEE GO
Adelaide Fringe income generated from your registration fees and program guide advertising covers 20 of the total cost of artist services The remaining expenditure is covered by government grants and our generous sponsors
Signing up to AVR is free so what are you waiting for - check it out
REGISTRATION
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 11
OPPORTUNITIES
UNFOLD FRINGE IN RUNDLE MALL
Unfold Fringe in Rundle Mall stage is located in the citys busiest shopping strip
You can present short snippets of your work or lsquospruikrsquo your event or exhibition to potential new audiences right near the central FringeTIX box office
Its a great chance to flyer right after your spot
Opt in for Unfold Fringe in the Mall in AVR Opportunities
YEP
YEP aims to build the next generation of arts enthusiasts and practitioners by engaging young people with events performances exhibitions workshops and backstage tours
YEP is a tailored booking service for teachers and educators and a pathway to a creative and imaginative Fringe experience for all young people from pre-school to 18 years
By adding a discounted price for students your event will have greater exposure in our YEP Guide which is distributed to Schools and youth education providers across South Australia
Opt in for YEP in AVR Opportunities
FRINGE AWARDS
Fringe Awards acknowledge outstanding events presented within Adelaide Fringe
Adelaide Fringe Weekly Awards are judged by a panel of leading industry experts and awarded throughout the Fringe in each art-form
Weekly Award Winners are announced each week in the Fringe Club and emailed to over 100000 Fringe eNews subscribers
Weekly Award Winners go in the running for the BankSA Awards presented to the overall lsquobestrsquo event in each art-form at the Closing Night Awards Ceremony
External presenters also present a variety of awards offering an assortment of prizes including funding for further production company development promotion mentorship and tour opportunities
To be eligible you need to have at least 3 sessions (except Film and Digital Music Visual Art amp Design and Events) not have a rotating or variety line-up or have previously won a major genre award at Adelaide Fringe with the event
Head to AVR for more information and to opt in for Fringe Awards
More Opportunities over the next page
Artist Fringe Wives Club Glittery Clittery A ConSENSUAL Party
Photo Trentino Priori
With over 25000 members aligning with Fringe Membership can help you get more bums on seats
Fringe Membership engages people of all ages throughout the year offering exclusive access to discounted FringeTIX to participating shows during Adelaide Fringe
There are many ways for you to engage with Fringe Membership Add a discounted Fringe Members ticket price to your event advertise through Fringe Membership or offer a special giveaway to Fringe Members You might also directly promote yourself to over 900 Fringe-fans at a Fringe Members night
Head to AVR for more information on how Fringe Membership can work for you
Add a Fringe Member Price (see pg 18)
More details in AVR Resources
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 12
ARTIST FUND GRANTS - FOR AUSTRALIAN ARTISTSAdelaide Fringe aims to award over $40000 in grants to Australian artists that aspire to present ambitious new work in Adelaide Fringe 2018 The Adelaide Fringe Artist Fund provides financial assistance to Australian artists registering their work in the Adelaide Fringe and relies on the generous donations from the general public throughout the year
Established to assist with the challenges of presenting new work at Adelaide Fringe applications are encouraged in all art-forms Proposals which are ambitious in delivering new contemporary art for a wide range of audiences will be looked upon favourably
Grants up to $10000 per project are available
WHO CAN APPLY Australian citizens or Australian permanent residents
APPLICATIONS CLOSE 5pm 4 September 2017 Successful grant recipients will be notified by 18 September 2017
HEAD TO adelaidefringecomauadelaide-fringe-artist-fund
PARADE OF LIGHT
Adelaide Fringe will create a spectacular corridor of light in 2018 connecting the cityrsquos eastern parklands to the riverbank precinct
Both sides of North Terrace will be transformed with buildings serving as canvases for an array of magnificent light projections including the luminous outdoor light show Aurora Borealis aka the Northern Lights ndash known as one of the most extraordinary natural sights in the world
This cultural boulevard will be bustling with activity and provide artists a public space to interact with audiences across all 31 nights of Adelaide Fringe
BankSA Support Act is a BankSA funded initiative that supports selected independent and emerging artists to raise their profile at Adelaide Fringe sell tickets to shows and encourage audiences to discover something new
BankSA subsidises a selection of shows to the public for $10 BankSA then pays the artist the difference between this and the normal ticket price ndash a great way to generate new audiences This is all backed up by a dedicated BankSA Support Act marketing campaign
Apply in AVR Opportunities
GOOSECHASE
Running at the 2017 Adelaide Fringe then returning for Adelaide Fringe 2018 GooseChase is the app based scavenger hunt sending playing patrons across cities to see and do more Fringe 1500 players experienced Adelaide Fringe 2017 in a new way and we are bringing it back for more rounds with even more prizes Keep your eyes peeled in AVR for more info on how you or your venue can get involved in GooseChase
OPPORTUNITIES
2017 Recipient Melita Rowstons Shit Tourism Presents the
Giant Worm Show
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 13
SECURING A VENUE THE ESSENTIALS
Once you have your list of potential venues consider
bull Capacity ndash does it meet your needs is it too big too small or just right If this is your first time to Fringe be realistic in your expectations A larger venue usually means a larger cost
bull Location and audience ndash is it near other Fringe activity close to transport does the venue have an existing audience that suits your event
bull How is the venue planning to market and publicise Fringe events at the venue Will their plans be enough to help get the word out about your event
bull What technical facilities does the venue offer Is this included in the hire or is it an extra charge
bull Is the venue licensed Is it important that audiences can grab a drink pre or post show
bull Can you hold an exhibition opening
bull What other events are happening or planned at the venue
bull What staffing (box office front of house bar) can the venue provide and at what costs
bull Venue accessibility (see pg 15 for details)
bull Cost ndash what is your budget to spend on a venue
bull Does your venue have enough toilets for your audience
Consider your options carefully some factors will be more important to you than others and should steer your decision
VENUE SPACE TYPES IN 2017116
68
94
26
23
9
105
13
129
13
74
04
37
If you already have a venue lined up you are well on your way to finalising your registration If the venue you have chosen is already registered in the AVR site you will be able to select it during the registration process
Still looking for the right venue Were here to help
VENUE FINDER
The Venue Finder is available through the Adelaide Fringe AVR site You can search by venue type location capacity and access all the information you need to assist with finding the perfect match
These venues are interested in having Fringe events at their venue and want to hear from you You can view the venuersquos details and information and if you like what you see get in touch and start negotiating
VENUE ASSISTANCE
Access local knowledge and know-how from the team We can guide you through finding a space from the quirkiest of locations to fully equipped theatres Email artistsadelaidefringecomau
If youre considering setting up and operating your own venue or using a vacant space contact us to find out what youll need to know
LOOKING TO ATTRACT NEW AUDIENCES
Whether youre looking for a venue for your entire event or simply adding an extra show outside of your run in Adelaidersquos CBD consider performing or exhibiting a little further afield
We have Councils in outer metropolitan and regional areas that are very supportive in encouraging creativity within their communities during Adelaide Fringe Keep an eye out in AVR Resources
Securing the right venue for your show exhibition or event is one of the most important decisions you will make
FRINGE TIPVenues donrsquot need to be on the venues list for you to use them You can use any venue you like - be proactive and think creatively
Theatre Concert
Temporary Venue (indoor)
Studio Gallery
School University
Pub Bar Hotel Winery
Outdoor Street Park
Other
Office Retail
Multi-Purpose Arts Venue
Government
Community Cultural Sporting
Cinema
Cafe Restaurant
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 14
COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE
Venues charge a fixed flat rental and the artist keeps 100 of the box office or exhibition sales This is the most straightforward arrangement It means the artist takes on all the financial risk
BOX OFFICE SPLIT
The artist and venue split the box office takings The percentage split will vary depending on the individual agreement A common share is 70ndash80 (artist) 20ndash30 (venue) Ensure that the split is after FringeTIX fees have been taken out
STRAIGHT HIRE BOX OFFICE SPLIT
Venues charge a cheaper rental fee plus a share of the box office (eg Flat fee plus 10 of box office) Ensure that the split is after FringeTIX fees have been taken out
BOX OFFICE SPLIT WITH GUARANTEE
The venue will take percentage of net ticket sales provided they are over the guaranteed amount If not you will need to pay the guaranteed amount as a straight hire fee Check your agreement carefully
NO VENUE HIRE
The venue is offered at no charge However there may be charges for staff technical equipment etc This is a popular option with events that bring in other revenue for the venue such as food and beverage sales
VISUAL ART AND DESIGNLook for a venue that suits your work practically aesthetically and conceptually with adequate visibility and visitation
CAFES RESTAURANTS PUBS
Benefits include good visitation possible window frontage and a ready-made audience to view your work Drawbacks can be limited space non-negotiable and pre-existing hanging points and your work is exposed Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening
OUTDOORS PUBLIC SPACES amp FOYERS
The main benefit is the direct access to the public the drawback is exposure to the elements and the lack of security If your work is suited to an outdoor space you will need to get the appropriate approvals from the council Other venues may include empty buildings shop fronts and public institutions Contact us for assistance
GALLERIES
Many established galleries are programmed up to 12 months in advance If your work is suited to a gallery it is advised that you contact them as soon as possible It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously
FRINGE TIPMake sure you ask venues what the hire fee covers in writing A lower fee may mean that more work is your responsibility (marketing providing box office technical staff) a higher fee should bring more benefits and support
Artist Thomas Readett Visual Arts Photo Krisztian Portscher
We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue All financial and contractual details
are directly between you and the venue not Adelaide Fringe
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 16
TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
MARKETIN
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
G
KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
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OPPORTUNITIES
UNFOLD FRINGE IN RUNDLE MALL
Unfold Fringe in Rundle Mall stage is located in the citys busiest shopping strip
You can present short snippets of your work or lsquospruikrsquo your event or exhibition to potential new audiences right near the central FringeTIX box office
Its a great chance to flyer right after your spot
Opt in for Unfold Fringe in the Mall in AVR Opportunities
YEP
YEP aims to build the next generation of arts enthusiasts and practitioners by engaging young people with events performances exhibitions workshops and backstage tours
YEP is a tailored booking service for teachers and educators and a pathway to a creative and imaginative Fringe experience for all young people from pre-school to 18 years
By adding a discounted price for students your event will have greater exposure in our YEP Guide which is distributed to Schools and youth education providers across South Australia
Opt in for YEP in AVR Opportunities
FRINGE AWARDS
Fringe Awards acknowledge outstanding events presented within Adelaide Fringe
Adelaide Fringe Weekly Awards are judged by a panel of leading industry experts and awarded throughout the Fringe in each art-form
Weekly Award Winners are announced each week in the Fringe Club and emailed to over 100000 Fringe eNews subscribers
Weekly Award Winners go in the running for the BankSA Awards presented to the overall lsquobestrsquo event in each art-form at the Closing Night Awards Ceremony
External presenters also present a variety of awards offering an assortment of prizes including funding for further production company development promotion mentorship and tour opportunities
To be eligible you need to have at least 3 sessions (except Film and Digital Music Visual Art amp Design and Events) not have a rotating or variety line-up or have previously won a major genre award at Adelaide Fringe with the event
Head to AVR for more information and to opt in for Fringe Awards
More Opportunities over the next page
Artist Fringe Wives Club Glittery Clittery A ConSENSUAL Party
Photo Trentino Priori
With over 25000 members aligning with Fringe Membership can help you get more bums on seats
Fringe Membership engages people of all ages throughout the year offering exclusive access to discounted FringeTIX to participating shows during Adelaide Fringe
There are many ways for you to engage with Fringe Membership Add a discounted Fringe Members ticket price to your event advertise through Fringe Membership or offer a special giveaway to Fringe Members You might also directly promote yourself to over 900 Fringe-fans at a Fringe Members night
Head to AVR for more information on how Fringe Membership can work for you
Add a Fringe Member Price (see pg 18)
More details in AVR Resources
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 12
ARTIST FUND GRANTS - FOR AUSTRALIAN ARTISTSAdelaide Fringe aims to award over $40000 in grants to Australian artists that aspire to present ambitious new work in Adelaide Fringe 2018 The Adelaide Fringe Artist Fund provides financial assistance to Australian artists registering their work in the Adelaide Fringe and relies on the generous donations from the general public throughout the year
Established to assist with the challenges of presenting new work at Adelaide Fringe applications are encouraged in all art-forms Proposals which are ambitious in delivering new contemporary art for a wide range of audiences will be looked upon favourably
Grants up to $10000 per project are available
WHO CAN APPLY Australian citizens or Australian permanent residents
APPLICATIONS CLOSE 5pm 4 September 2017 Successful grant recipients will be notified by 18 September 2017
HEAD TO adelaidefringecomauadelaide-fringe-artist-fund
PARADE OF LIGHT
Adelaide Fringe will create a spectacular corridor of light in 2018 connecting the cityrsquos eastern parklands to the riverbank precinct
Both sides of North Terrace will be transformed with buildings serving as canvases for an array of magnificent light projections including the luminous outdoor light show Aurora Borealis aka the Northern Lights ndash known as one of the most extraordinary natural sights in the world
This cultural boulevard will be bustling with activity and provide artists a public space to interact with audiences across all 31 nights of Adelaide Fringe
BankSA Support Act is a BankSA funded initiative that supports selected independent and emerging artists to raise their profile at Adelaide Fringe sell tickets to shows and encourage audiences to discover something new
BankSA subsidises a selection of shows to the public for $10 BankSA then pays the artist the difference between this and the normal ticket price ndash a great way to generate new audiences This is all backed up by a dedicated BankSA Support Act marketing campaign
Apply in AVR Opportunities
GOOSECHASE
Running at the 2017 Adelaide Fringe then returning for Adelaide Fringe 2018 GooseChase is the app based scavenger hunt sending playing patrons across cities to see and do more Fringe 1500 players experienced Adelaide Fringe 2017 in a new way and we are bringing it back for more rounds with even more prizes Keep your eyes peeled in AVR for more info on how you or your venue can get involved in GooseChase
OPPORTUNITIES
2017 Recipient Melita Rowstons Shit Tourism Presents the
Giant Worm Show
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 13
SECURING A VENUE THE ESSENTIALS
Once you have your list of potential venues consider
bull Capacity ndash does it meet your needs is it too big too small or just right If this is your first time to Fringe be realistic in your expectations A larger venue usually means a larger cost
bull Location and audience ndash is it near other Fringe activity close to transport does the venue have an existing audience that suits your event
bull How is the venue planning to market and publicise Fringe events at the venue Will their plans be enough to help get the word out about your event
bull What technical facilities does the venue offer Is this included in the hire or is it an extra charge
bull Is the venue licensed Is it important that audiences can grab a drink pre or post show
bull Can you hold an exhibition opening
bull What other events are happening or planned at the venue
bull What staffing (box office front of house bar) can the venue provide and at what costs
bull Venue accessibility (see pg 15 for details)
bull Cost ndash what is your budget to spend on a venue
bull Does your venue have enough toilets for your audience
Consider your options carefully some factors will be more important to you than others and should steer your decision
VENUE SPACE TYPES IN 2017116
68
94
26
23
9
105
13
129
13
74
04
37
If you already have a venue lined up you are well on your way to finalising your registration If the venue you have chosen is already registered in the AVR site you will be able to select it during the registration process
Still looking for the right venue Were here to help
VENUE FINDER
The Venue Finder is available through the Adelaide Fringe AVR site You can search by venue type location capacity and access all the information you need to assist with finding the perfect match
These venues are interested in having Fringe events at their venue and want to hear from you You can view the venuersquos details and information and if you like what you see get in touch and start negotiating
VENUE ASSISTANCE
Access local knowledge and know-how from the team We can guide you through finding a space from the quirkiest of locations to fully equipped theatres Email artistsadelaidefringecomau
If youre considering setting up and operating your own venue or using a vacant space contact us to find out what youll need to know
LOOKING TO ATTRACT NEW AUDIENCES
Whether youre looking for a venue for your entire event or simply adding an extra show outside of your run in Adelaidersquos CBD consider performing or exhibiting a little further afield
We have Councils in outer metropolitan and regional areas that are very supportive in encouraging creativity within their communities during Adelaide Fringe Keep an eye out in AVR Resources
Securing the right venue for your show exhibition or event is one of the most important decisions you will make
FRINGE TIPVenues donrsquot need to be on the venues list for you to use them You can use any venue you like - be proactive and think creatively
Theatre Concert
Temporary Venue (indoor)
Studio Gallery
School University
Pub Bar Hotel Winery
Outdoor Street Park
Other
Office Retail
Multi-Purpose Arts Venue
Government
Community Cultural Sporting
Cinema
Cafe Restaurant
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 14
COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE
Venues charge a fixed flat rental and the artist keeps 100 of the box office or exhibition sales This is the most straightforward arrangement It means the artist takes on all the financial risk
BOX OFFICE SPLIT
The artist and venue split the box office takings The percentage split will vary depending on the individual agreement A common share is 70ndash80 (artist) 20ndash30 (venue) Ensure that the split is after FringeTIX fees have been taken out
STRAIGHT HIRE BOX OFFICE SPLIT
Venues charge a cheaper rental fee plus a share of the box office (eg Flat fee plus 10 of box office) Ensure that the split is after FringeTIX fees have been taken out
BOX OFFICE SPLIT WITH GUARANTEE
The venue will take percentage of net ticket sales provided they are over the guaranteed amount If not you will need to pay the guaranteed amount as a straight hire fee Check your agreement carefully
NO VENUE HIRE
The venue is offered at no charge However there may be charges for staff technical equipment etc This is a popular option with events that bring in other revenue for the venue such as food and beverage sales
VISUAL ART AND DESIGNLook for a venue that suits your work practically aesthetically and conceptually with adequate visibility and visitation
CAFES RESTAURANTS PUBS
Benefits include good visitation possible window frontage and a ready-made audience to view your work Drawbacks can be limited space non-negotiable and pre-existing hanging points and your work is exposed Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening
OUTDOORS PUBLIC SPACES amp FOYERS
The main benefit is the direct access to the public the drawback is exposure to the elements and the lack of security If your work is suited to an outdoor space you will need to get the appropriate approvals from the council Other venues may include empty buildings shop fronts and public institutions Contact us for assistance
GALLERIES
Many established galleries are programmed up to 12 months in advance If your work is suited to a gallery it is advised that you contact them as soon as possible It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously
FRINGE TIPMake sure you ask venues what the hire fee covers in writing A lower fee may mean that more work is your responsibility (marketing providing box office technical staff) a higher fee should bring more benefits and support
Artist Thomas Readett Visual Arts Photo Krisztian Portscher
We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue All financial and contractual details
are directly between you and the venue not Adelaide Fringe
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 16
TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
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MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 12
ARTIST FUND GRANTS - FOR AUSTRALIAN ARTISTSAdelaide Fringe aims to award over $40000 in grants to Australian artists that aspire to present ambitious new work in Adelaide Fringe 2018 The Adelaide Fringe Artist Fund provides financial assistance to Australian artists registering their work in the Adelaide Fringe and relies on the generous donations from the general public throughout the year
Established to assist with the challenges of presenting new work at Adelaide Fringe applications are encouraged in all art-forms Proposals which are ambitious in delivering new contemporary art for a wide range of audiences will be looked upon favourably
Grants up to $10000 per project are available
WHO CAN APPLY Australian citizens or Australian permanent residents
APPLICATIONS CLOSE 5pm 4 September 2017 Successful grant recipients will be notified by 18 September 2017
HEAD TO adelaidefringecomauadelaide-fringe-artist-fund
PARADE OF LIGHT
Adelaide Fringe will create a spectacular corridor of light in 2018 connecting the cityrsquos eastern parklands to the riverbank precinct
Both sides of North Terrace will be transformed with buildings serving as canvases for an array of magnificent light projections including the luminous outdoor light show Aurora Borealis aka the Northern Lights ndash known as one of the most extraordinary natural sights in the world
This cultural boulevard will be bustling with activity and provide artists a public space to interact with audiences across all 31 nights of Adelaide Fringe
BankSA Support Act is a BankSA funded initiative that supports selected independent and emerging artists to raise their profile at Adelaide Fringe sell tickets to shows and encourage audiences to discover something new
BankSA subsidises a selection of shows to the public for $10 BankSA then pays the artist the difference between this and the normal ticket price ndash a great way to generate new audiences This is all backed up by a dedicated BankSA Support Act marketing campaign
Apply in AVR Opportunities
GOOSECHASE
Running at the 2017 Adelaide Fringe then returning for Adelaide Fringe 2018 GooseChase is the app based scavenger hunt sending playing patrons across cities to see and do more Fringe 1500 players experienced Adelaide Fringe 2017 in a new way and we are bringing it back for more rounds with even more prizes Keep your eyes peeled in AVR for more info on how you or your venue can get involved in GooseChase
OPPORTUNITIES
2017 Recipient Melita Rowstons Shit Tourism Presents the
Giant Worm Show
OPPO
RTUNITIES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 13
SECURING A VENUE THE ESSENTIALS
Once you have your list of potential venues consider
bull Capacity ndash does it meet your needs is it too big too small or just right If this is your first time to Fringe be realistic in your expectations A larger venue usually means a larger cost
bull Location and audience ndash is it near other Fringe activity close to transport does the venue have an existing audience that suits your event
bull How is the venue planning to market and publicise Fringe events at the venue Will their plans be enough to help get the word out about your event
bull What technical facilities does the venue offer Is this included in the hire or is it an extra charge
bull Is the venue licensed Is it important that audiences can grab a drink pre or post show
bull Can you hold an exhibition opening
bull What other events are happening or planned at the venue
bull What staffing (box office front of house bar) can the venue provide and at what costs
bull Venue accessibility (see pg 15 for details)
bull Cost ndash what is your budget to spend on a venue
bull Does your venue have enough toilets for your audience
Consider your options carefully some factors will be more important to you than others and should steer your decision
VENUE SPACE TYPES IN 2017116
68
94
26
23
9
105
13
129
13
74
04
37
If you already have a venue lined up you are well on your way to finalising your registration If the venue you have chosen is already registered in the AVR site you will be able to select it during the registration process
Still looking for the right venue Were here to help
VENUE FINDER
The Venue Finder is available through the Adelaide Fringe AVR site You can search by venue type location capacity and access all the information you need to assist with finding the perfect match
These venues are interested in having Fringe events at their venue and want to hear from you You can view the venuersquos details and information and if you like what you see get in touch and start negotiating
VENUE ASSISTANCE
Access local knowledge and know-how from the team We can guide you through finding a space from the quirkiest of locations to fully equipped theatres Email artistsadelaidefringecomau
If youre considering setting up and operating your own venue or using a vacant space contact us to find out what youll need to know
LOOKING TO ATTRACT NEW AUDIENCES
Whether youre looking for a venue for your entire event or simply adding an extra show outside of your run in Adelaidersquos CBD consider performing or exhibiting a little further afield
We have Councils in outer metropolitan and regional areas that are very supportive in encouraging creativity within their communities during Adelaide Fringe Keep an eye out in AVR Resources
Securing the right venue for your show exhibition or event is one of the most important decisions you will make
FRINGE TIPVenues donrsquot need to be on the venues list for you to use them You can use any venue you like - be proactive and think creatively
Theatre Concert
Temporary Venue (indoor)
Studio Gallery
School University
Pub Bar Hotel Winery
Outdoor Street Park
Other
Office Retail
Multi-Purpose Arts Venue
Government
Community Cultural Sporting
Cinema
Cafe Restaurant
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 14
COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE
Venues charge a fixed flat rental and the artist keeps 100 of the box office or exhibition sales This is the most straightforward arrangement It means the artist takes on all the financial risk
BOX OFFICE SPLIT
The artist and venue split the box office takings The percentage split will vary depending on the individual agreement A common share is 70ndash80 (artist) 20ndash30 (venue) Ensure that the split is after FringeTIX fees have been taken out
STRAIGHT HIRE BOX OFFICE SPLIT
Venues charge a cheaper rental fee plus a share of the box office (eg Flat fee plus 10 of box office) Ensure that the split is after FringeTIX fees have been taken out
BOX OFFICE SPLIT WITH GUARANTEE
The venue will take percentage of net ticket sales provided they are over the guaranteed amount If not you will need to pay the guaranteed amount as a straight hire fee Check your agreement carefully
NO VENUE HIRE
The venue is offered at no charge However there may be charges for staff technical equipment etc This is a popular option with events that bring in other revenue for the venue such as food and beverage sales
VISUAL ART AND DESIGNLook for a venue that suits your work practically aesthetically and conceptually with adequate visibility and visitation
CAFES RESTAURANTS PUBS
Benefits include good visitation possible window frontage and a ready-made audience to view your work Drawbacks can be limited space non-negotiable and pre-existing hanging points and your work is exposed Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening
OUTDOORS PUBLIC SPACES amp FOYERS
The main benefit is the direct access to the public the drawback is exposure to the elements and the lack of security If your work is suited to an outdoor space you will need to get the appropriate approvals from the council Other venues may include empty buildings shop fronts and public institutions Contact us for assistance
GALLERIES
Many established galleries are programmed up to 12 months in advance If your work is suited to a gallery it is advised that you contact them as soon as possible It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously
FRINGE TIPMake sure you ask venues what the hire fee covers in writing A lower fee may mean that more work is your responsibility (marketing providing box office technical staff) a higher fee should bring more benefits and support
Artist Thomas Readett Visual Arts Photo Krisztian Portscher
We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue All financial and contractual details
are directly between you and the venue not Adelaide Fringe
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
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TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
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RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 13
SECURING A VENUE THE ESSENTIALS
Once you have your list of potential venues consider
bull Capacity ndash does it meet your needs is it too big too small or just right If this is your first time to Fringe be realistic in your expectations A larger venue usually means a larger cost
bull Location and audience ndash is it near other Fringe activity close to transport does the venue have an existing audience that suits your event
bull How is the venue planning to market and publicise Fringe events at the venue Will their plans be enough to help get the word out about your event
bull What technical facilities does the venue offer Is this included in the hire or is it an extra charge
bull Is the venue licensed Is it important that audiences can grab a drink pre or post show
bull Can you hold an exhibition opening
bull What other events are happening or planned at the venue
bull What staffing (box office front of house bar) can the venue provide and at what costs
bull Venue accessibility (see pg 15 for details)
bull Cost ndash what is your budget to spend on a venue
bull Does your venue have enough toilets for your audience
Consider your options carefully some factors will be more important to you than others and should steer your decision
VENUE SPACE TYPES IN 2017116
68
94
26
23
9
105
13
129
13
74
04
37
If you already have a venue lined up you are well on your way to finalising your registration If the venue you have chosen is already registered in the AVR site you will be able to select it during the registration process
Still looking for the right venue Were here to help
VENUE FINDER
The Venue Finder is available through the Adelaide Fringe AVR site You can search by venue type location capacity and access all the information you need to assist with finding the perfect match
These venues are interested in having Fringe events at their venue and want to hear from you You can view the venuersquos details and information and if you like what you see get in touch and start negotiating
VENUE ASSISTANCE
Access local knowledge and know-how from the team We can guide you through finding a space from the quirkiest of locations to fully equipped theatres Email artistsadelaidefringecomau
If youre considering setting up and operating your own venue or using a vacant space contact us to find out what youll need to know
LOOKING TO ATTRACT NEW AUDIENCES
Whether youre looking for a venue for your entire event or simply adding an extra show outside of your run in Adelaidersquos CBD consider performing or exhibiting a little further afield
We have Councils in outer metropolitan and regional areas that are very supportive in encouraging creativity within their communities during Adelaide Fringe Keep an eye out in AVR Resources
Securing the right venue for your show exhibition or event is one of the most important decisions you will make
FRINGE TIPVenues donrsquot need to be on the venues list for you to use them You can use any venue you like - be proactive and think creatively
Theatre Concert
Temporary Venue (indoor)
Studio Gallery
School University
Pub Bar Hotel Winery
Outdoor Street Park
Other
Office Retail
Multi-Purpose Arts Venue
Government
Community Cultural Sporting
Cinema
Cafe Restaurant
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 14
COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE
Venues charge a fixed flat rental and the artist keeps 100 of the box office or exhibition sales This is the most straightforward arrangement It means the artist takes on all the financial risk
BOX OFFICE SPLIT
The artist and venue split the box office takings The percentage split will vary depending on the individual agreement A common share is 70ndash80 (artist) 20ndash30 (venue) Ensure that the split is after FringeTIX fees have been taken out
STRAIGHT HIRE BOX OFFICE SPLIT
Venues charge a cheaper rental fee plus a share of the box office (eg Flat fee plus 10 of box office) Ensure that the split is after FringeTIX fees have been taken out
BOX OFFICE SPLIT WITH GUARANTEE
The venue will take percentage of net ticket sales provided they are over the guaranteed amount If not you will need to pay the guaranteed amount as a straight hire fee Check your agreement carefully
NO VENUE HIRE
The venue is offered at no charge However there may be charges for staff technical equipment etc This is a popular option with events that bring in other revenue for the venue such as food and beverage sales
VISUAL ART AND DESIGNLook for a venue that suits your work practically aesthetically and conceptually with adequate visibility and visitation
CAFES RESTAURANTS PUBS
Benefits include good visitation possible window frontage and a ready-made audience to view your work Drawbacks can be limited space non-negotiable and pre-existing hanging points and your work is exposed Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening
OUTDOORS PUBLIC SPACES amp FOYERS
The main benefit is the direct access to the public the drawback is exposure to the elements and the lack of security If your work is suited to an outdoor space you will need to get the appropriate approvals from the council Other venues may include empty buildings shop fronts and public institutions Contact us for assistance
GALLERIES
Many established galleries are programmed up to 12 months in advance If your work is suited to a gallery it is advised that you contact them as soon as possible It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously
FRINGE TIPMake sure you ask venues what the hire fee covers in writing A lower fee may mean that more work is your responsibility (marketing providing box office technical staff) a higher fee should bring more benefits and support
Artist Thomas Readett Visual Arts Photo Krisztian Portscher
We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue All financial and contractual details
are directly between you and the venue not Adelaide Fringe
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
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TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
MARKETIN
G
YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
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COMMON VENUE HIRE STRUCTURES STRAIGHT HIRE
Venues charge a fixed flat rental and the artist keeps 100 of the box office or exhibition sales This is the most straightforward arrangement It means the artist takes on all the financial risk
BOX OFFICE SPLIT
The artist and venue split the box office takings The percentage split will vary depending on the individual agreement A common share is 70ndash80 (artist) 20ndash30 (venue) Ensure that the split is after FringeTIX fees have been taken out
STRAIGHT HIRE BOX OFFICE SPLIT
Venues charge a cheaper rental fee plus a share of the box office (eg Flat fee plus 10 of box office) Ensure that the split is after FringeTIX fees have been taken out
BOX OFFICE SPLIT WITH GUARANTEE
The venue will take percentage of net ticket sales provided they are over the guaranteed amount If not you will need to pay the guaranteed amount as a straight hire fee Check your agreement carefully
NO VENUE HIRE
The venue is offered at no charge However there may be charges for staff technical equipment etc This is a popular option with events that bring in other revenue for the venue such as food and beverage sales
VISUAL ART AND DESIGNLook for a venue that suits your work practically aesthetically and conceptually with adequate visibility and visitation
CAFES RESTAURANTS PUBS
Benefits include good visitation possible window frontage and a ready-made audience to view your work Drawbacks can be limited space non-negotiable and pre-existing hanging points and your work is exposed Remember to consider how the venue may assist in promotion and enquire into holding an exhibition opening
OUTDOORS PUBLIC SPACES amp FOYERS
The main benefit is the direct access to the public the drawback is exposure to the elements and the lack of security If your work is suited to an outdoor space you will need to get the appropriate approvals from the council Other venues may include empty buildings shop fronts and public institutions Contact us for assistance
GALLERIES
Many established galleries are programmed up to 12 months in advance If your work is suited to a gallery it is advised that you contact them as soon as possible It will help if you have a friend or professional contact that is connected to the gallery or has exhibited there previously
FRINGE TIPMake sure you ask venues what the hire fee covers in writing A lower fee may mean that more work is your responsibility (marketing providing box office technical staff) a higher fee should bring more benefits and support
Artist Thomas Readett Visual Arts Photo Krisztian Portscher
We are here to give you information on finding a venue but it is your responsibility to secure the use of a venue All financial and contractual details
are directly between you and the venue not Adelaide Fringe
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 16
TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 15
Make sure that everything you have negotiated with your venue is included in this document Ensure you understand your financial commitments as well as performance and exhibition commitments ndash if you are unclear about anything get in touch with us
Cover the basics
bull Booking details (session dates time bump inout)
bull Clear installation and removal dates (Art amp Design)
bull Hire fees (straight hire commission sales etc)
bull Technical requirements (who is responsible)
bull Supply and use of venue equipment (chairs tables etc)
bull Venue set up each night (who is responsible)
bull Venue pack down and cleaning (who is responsible)
bull Storage of props andor artwork
bull Box office and sales (who and how)
bull Venue staffing
bull Licensing fees (APRAAMCOSPPCA)
bull Cancellation policy for both the artist and venue
bull Additional fees not included in venue hire
bull Payment details and conditions
bull Insurance
bull Cost ndash what is your budget to spend on a venue
Consider your options carefully some factors will be more important to you than others and should steer your decision
IS YOUR VENUE WHEELCHAIR ACCESSIBLE
Make sure you ask your venue if they are wheelchair accessible If not will this impact your audience Is there an accessible toilet Is there accessible parking close to the venue Be sure to take this into consideration when choosing a venue as it can impact on your audiencersquos experience
DOES YOUR VENUE HAVE A HEARING LOOP
A hearing loop (sometimes called an audio induction loop) is a special type of sound system for use by people with hearing aids The hearing loop provides a magnetic wireless signal that is picked up by the hearing aid when it is set to lsquoTrsquo (Telecoil) setting This can be very helpful to the hearing impaired community
WHAT IS OPEN CAPTIONING
Similar to television subtitles Open Captioning is a system where spoken words are displayed on a screen on or next to the stage Captioning also includes extra information about sound effects and music to assist deaf and hard of hearing people to fully experience the art
SHOULD I HAVE MY EVENT AUSLAN INTERPRETED
Auslan is the sign language of the Australian deaf community Many artists will engage an Auslan interpreter for at least one of their shows within a performance season Itrsquos an excellent way to access a broad audience and can be great for both the artist and the audience
Auslan interpreters are professionals qualified to interpret your show for people who are deaf or hearing impaired and use sign language to communicate During an Auslan interpreted performance an interpreter stands on or at the side of the stage clearly visible to the audience and interprets the spoken word songs and sound effects for deaf patrons who use Auslan
You will need to think about how your performance is staged where you have space for the interpreter and dedicated lighting for them to be seen during your performance If your show has audio visual content you may need to open caption this along with the Auslan as Auslan interpreters cannot interpret audio visual content
The cost of the interpreter is paid for by the artist or event producer Adelaide Fringe does not cover this cost but we can definitely spread the word about your Auslan event on our website and in our printed program
SHOULD I INCLUDE AUDIO DESCRIPTION AND TACTILE TOURS
Audio Description provides an inclusive environment for the blind or vision impaired community and can also be useful for people with Autism Spectrum Disorders For live events Audio Description is delivered live in dialogue pauses and scene changes via a wireless transmission system
The audio describers may need to see the performance a number of times prior to the performance that includes audio description in order to accurately facilitate the audio description You may also need to consider how the audio description is delivered to the blind or vision impaired audience For videos and films description is scripted and recorded then edited into the soundtrack alongside dialogue music and visual effects
We also recommend including tactile tours of theatre sets and exhibitions where describers lead patrons in meeting performers and artists and discovering key set elements props costumes and tactile analogues to enhance the audio description experience
SAMPLE CONTRACTS
The Arts Law Centre (artslawcomau) has sample contracts or you can download an example contract from the resources section in AVR
GET IT IN WRITING
ACCESS
For more information about Auslan Open Captioning or to book an interpreter for your show we recommend contacting Access2Arts at access2artsorgau Telephone +61 8 8463 1689 or email helloaccess2artsorgau
VENUES
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TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
MARKETIN
G
YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 16
TICKETING
WHAT IS FRINGETIX FringeTIX is the ticketing service run by Adelaide Fringe and the dedicated team are on hand to support you and your ticketing needs
FringeTIX is the one-stop-shop for customers to purchase tickets to all Adelaide Fringe events The information you enter into the AVR will be converted into your event listing in the printed Fringe guide and your online listing on adelaidefringecomau
FringeTIX has exclusive ticketing rights to all Adelaide Fringe events and this is a condition of your registration
This means that you cannot sell any tickets to your Fringe event through any other ticketing agency
WERE HERE FOR YOUWant to run a promo code promotion Print papering comps to hand out on the street Need help accessing your sales reports or deciphering who is attending from the Media The FringeTIX team is here to help
ticketingadelaidefringecomau +61 8 8100 2012
WHERE CAN CUSTOMERS BUY TICKETSONLINE adelaidefringecomau
BY PHONE 1300 621 255 from 8 Dec 2017
AT THE BOX OFFICE Rundle Mall from 6 Dec 2017BankSA Fringe Corner (Cnr East Tce amp Rundle Rd) from 15 Feb 2018Riverside (Memorial Drive Pinky Flat) from 16 Feb 2018
LOWDOWN ON FEES amp CHARGESWHAT DO YOU PAYARTIST INSIDE CHARGE Thanks to $1 million in funding from the State Government we have abolished the Artist Inside Charge for tickets advertised under $3500 and for tickets advertised $3501 and over the Artist Inside Charge is just 4 of your Net Ticket Price
Artist Inside Charges are GST exempt
ADVERTISED TICKET PRICE ARTIST INSIDE CHARGE
Less than $3500 $000
$3501 and above 4 of Net Ticket Price
COMPLIMENTARY TICKETS FEES Complimentary or papering tickets issued or requested by you incur a fee of $030 per ticket This amount is charged at settlement There is no limit to the amount of complimentary tickets you can pull
Tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp Honey Pot Comp Fringe Membership Giveaways and Companion Card) will not incur a $030 fee per ticket issued
WHAT DO CUSTOMERS PAYCUSTOMER BOOKING FEE All tickets sold through FringeTIX are subject to a $3 customer booking fee (incl GST) payable by the customer at the point of sale This customer booking fee is included in the advertised price
NB For 2018 credit card fees have been absorbed into the Customer Booking Fee so are no longer charged to customers at checkout or artists at settlement
WEB TRANSACTION FEE All online transactions will attract a $150 Web Transaction Fee (incl GST) This fee can be avoided by customers if they are buying at the Box Office or over the phone
BREAKING IT DOWNWhen setting up prices in AVR you must enter the advertised ticket price Your net ticket price minus booking fees and any inside charges is automatically calculated and clearly visible
ADVERTISED TICKET PRICE
LESS CUSTOMER BOOKING FEE
LESS ARTIST INSIDE CHARGE
NET TO ARTIST
$1500 ndash $300 ndash $000 $1200
$2000 ndash $300 ndash $000 $1700
$4000 ndash $300 ndash $148 $3552
Ella Huisman
Amanda Hillgrove
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 17
When setting up prices in AVR you will be able to clearly see what you will net after all fees Ensure you budget on your net amount not the advertised ticket price All applicable charges will be deducted by Adelaide Fringe at the time of settlement
PREVIEWDiscounted tickets for any sessions prior to the official opening of your season Preview pricing should be set lower than the normal Full Price ticket and be the only price available for the performance Please note media complimentary tickets will not be issued by Fringe to any preview sessions
FAMILYIf your show is family friendly add a Family price to allow either 2 adults and 2 children or 1 adult and 3 children to see your show for a discounted rate Must be entered as a whole dollar price Enter into AVR 1 price for 4 tickets
GROUP 6+A discount for groups booking more than 6 tickets in one transaction set lower than a normal Full Price ticket Enter into AVR the per person discounted ticket price
MEAL amp SHOWThe nominated ticket price should cover the performance and catering You will need to contact artistsadelaidefringecomau to add this price type in AVR
COMPANION CARD
Companion Card is a national program where people with a disability who require attendant care support are issued a second ticket at no cost for their companion It is a condition that all Adelaide Fringe events offer Companion Card tickets This ticket type is automatically added in the AVR site For more information on the scheme please visit sacompanioncardasnau
CHEAP TUESDAYOffer a discount to get more bums on seats at your Tuesday performances Cheap Tuesday pricing should be set lower than the normal Full Price ticket and be the only price available for the performance
FULL PRICEIf you are only offering one price for all your tickets for that session choose to add the Full Price type It should be the only price type you add
CONCESSIONPriced lower than a normal Full Price ticket and available for purchase for holders of concession cards (includes Pensioner Senior Student Unemployed)
CHILDDonrsquot forget to add a childrenrsquos price if your show is suitable for a child under 12 who will occupy their own seat Children 2 years and under are free seated on their parents lap
You can choose from a variety of different price types Consider what options apply best to your event and remember less is morePRICE TYPES
REACH NEW AUDIENCESOffer a discount for Fringe Members andor BankSA customers More information on pg 18
TICKETING
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
TAP INTO OUR DATA BASES AND DISCOVER A NEW AUDIENCE Consider offering discounted prices to some of our biggest Fringe fans
FRINGE MEMBER PRICE
With over 25000 Fringe Members (and counting) Fringe Member priced tickets are a great opportunity to get bums on seats throughout your entire season This will also generate word of mouth with a dedicated audience of Arts lovers particularly in the early season You have the option to offer all Fringe Members the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
HALFTIX
For last minute ldquobums on seatsrdquo consider offering a limited number of seats on sale at half price Available for purchase between 12pmndash3pm from all FringeTIX sales channels on the day of the performance only
To ensure the price is half of the advertised price Adelaide Fringe will also halve the customer booking fee Once you are on the ground you can manage your own HalfTIX through the ManageMyTIX portal
Questions Email ticketingadelaidefringecomau or call the FringeTIX team on +61 8 8100 2012
WHO WANTS EMPTY CHAIRS Offer pass holders free entry once paying patrons have entered
FRINGE STAFF PASS FREE
Similar to Artist Pass Free offer free entry to those who work or volunteer at Adelaide Fringe to help generate hype about your event Word of mouth is a powerful tool especially amongst those who live and breathe Fringe Subject to capacity once paying patrons have entered valid upon presentation of a staff or volunteer pass
Please ensure you have communicated your desire for these offers with your Front of House staff as this is managed at the venue and not pre-arranged through FringeTIX
PASS DISCOUNTS
Alternatively offer a discounted price for Adelaide Fringe Artists Staff and Volunteers Discounted tickets are only available to purchase in-person on presentation of relevant accreditation from a Fringe Box Office or at FringeWORKS
BANKSA CUSTOMER PRICE
With over 450000 customers BankSA customer priced tickets are very popular and a great opportunity to help fill your venue and generate word of mouth especially early in your season You have the option to offer all BankSA Customers the chance to buy tickets to your show at 25 off your Full Price The offer is limited to two tickets per event per customer
WANT TO DO A SPECIAL TICKET OFFERNo problem Call the FringeTIX team on +61 8 8100 2012 or email ticketingadelaidefringecomau and speak to one of our lovely staff who can set this up for you Wersquoll do our best to have the offer up and running for you within 12 hours
PRICE TYPES TO HELP GENERATE BUZZ OR GET LAST MINUTE BUMS ON SEATS
ARTIST PASS FREE
Support your peers Make sure to check lsquoArtist Pass Freersquo in AVR to allow free entry for fellow registered Fringe artists to check out your work Donrsquot worry itrsquos subject to capacity so admission is only once all paying patrons are in on presentation of an artist pass
Photo Kevin Godfrey
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 18
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
MARKETIN
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 19
MANAGE MY TIXManageMyTIX is your one stop shop to manage tickets for your event Process your own complimentary tickets check sales via the reporting suite and edit your own HalfTIX Once your event is on sale we will provide you with your login details to this little website of ticketing magic
BE BOX OFFICE READY
FRINGETIX TIPSPRICING
bull Donrsquot Cut Yourself Short $3472 Full Price (advertised) and $2908 Concession (advertised) were average ticket prices for 2017 Adelaide Fringe
bull Keep your pricing consistent across your season and round up to the nearest dollar It looks neater in the guide and is easier for customers to understand
bull All marketing materials you produce (posters flyers social media advertisements) need to state the advertised ticket price and should include the words lsquoincludes customer booking feersquo or lsquoIncl BFrsquo
bull Make sure to include the Adelaide FringeFringeTIX logo which contains the correct booking information Logos will be available to download from October in the AVR
MAKING CHANGES TO YOUR EVENT
bull Donrsquot forget to tell us FringeTIX are the middle men and women between you and your audience If they need to know something we need to know it first Cancelling Running late Need punters to bring along a prop Email or call us and we will inform the masses pronto
bull Wersquore here to help - from making changes to your event once tickets are on sale to answering questions about sales reports holds and general ticketing queries
AUDIENCES
bull Know your market In 2017 over 80 of our customers buy tickets online
bull Show warnings are not just for fun Please tell us if any exist It makes everyonersquos lives so much easier if we have this information up front and patrons know what they are getting themselves into Be sure to rate your show realistically to avoid having punters offside with your event
PAPERING
Papering is an industry term used when complimentary tickets are offered to a specific target audience who will spread good word of mouth about your show and should be used as a tool to boost bums on seats early in your season
Itrsquos always best to get peoples emails and invite them to RSVP rather than hand out free tickets on the street Ask a local cafeacute gym or travel agent if they have a staff list they could forward your email to or contact a community group that might have a large number of volunteers you could invite
You should never offer free tickets to people who a) you donrsquot think will like your show b) wonrsquot actually turn up and c) would otherwise buy a ticket
Adelaide Fringe does not limit the number of complimentary tickets you can pull Always remember to process your complimentary papering tickets through ManageMyTIX or by emailing compsadelaidefringecomauREPORTS AND SETTLEMENTS
bull Once tickets go on sale on 6 Dec 2017 you will be provided with your login details to access your sales reports door lists and customer opt in reports
bull Settlement of your sales through FringeTIX will be paid within 15 working days after your last session You will receive (via email) a summary of your total ticket sales minus applicable charges Money will be deposited straight into the bank account you entered during the registration process so make sure we have the correct bank details
Tickets in most cases come off sale to FringeTIX 60 mins prior to your event starting Make sure you have communicated with your venue on processes and expectations as some venues run door sales for you
If yoursquore looking after this area here are some simple tips on how to run door sales at your venue
bull Download your Customer Door List and have it ready to tick customers off
bull Create simple numbered tickets in advance and print in bulk
bull Ticket design should include Name of your show venue name date and time of performance and leave a section blank to write in the ticket type and price
bull Lots of venues are also run off the simple but effective raffle ticket Or get creative using something like a deck of cards
bull Keep a daily door sales tally You are required to send this to Adelaide Fringe post-festival
bull Work with your venue on who is running your door sales Do you need to supply someone nightly or does the venue help with that
bull Post conditions of sale clearly at your box office including your policy on refunds and exchanges If giving a refund take the ticket back from the customer
bull Set a process for verifying and documenting concession statuses and sales (eg over 60s students unemployed)
bull Keep a record of any seats given away as complimentary tickets including media review tickets if applicable
bull Have your front of house staff retain tickets Take a head count before the performance for fire and safety purposes
bull Track your customer base by asking your audience for contact details Get permission before adding anyone to a mailing list
HOW CAN I GET IN TOUCH WITH THE FRINGETIX TEAMEMAIL ticketingadelaidefringecomau
CALL +61 8 8100 2012 We are on the phones daily from 8am ndash midnight every day of the Fringe and during normal office hours in the lead up
VISIT We are at FringeWORKS daily from 10am ndash 8pm to talk you through anything ticketing related Or just to have a chin wag - we love a chat
TICKETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
MARKETIN
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
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RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 20
DO A BUDGETItrsquos important to consider every possible outlay to budget effectively while also exploring all your potential revenue streams
Check out the sample budget here to get an idea of possible costs yoursquoll need to factor in
TICKET SALES amp INCOME PROJECTIONSFigures show an average of 40 of available tickets to all shows are pre-sold through FringeTIX
Keep in mind that while some shows sell out others may struggle to sell 20 tickets to their entire season Donrsquot set your projections too high for what your sales might be to make your budget look good If you are new to Adelaide Fringe be conservative
YOUR TICKET PRICEYour ticket price should be a balance between what revenue you need from ticket sales and what you think audiences will pay to see your work This is no easy task - look through past Fringe Guides to see what other shows and events are charging ask around and do your research
View the 2017 Adelaide Fringe Guide at adelaidefringecomaudigital-guide
OTHER INCOMEThink creatively about what you need how much time you have and who you can approach in order to diversify your income as much as possible
A good start is to identify your eventrsquos point of difference and what you have to offer as an artist or company Ask yourself why individuals businesses or organisations should support your project financially
Do some research locally and draw on your existing networks and connections first
FRINGE TIPMake sure you come out on top Your expenditure should not exceed your income unless youre willing to invest in it financially You shouldnt budget more than 60 of your season capacity
EXPENDITURE
WAGESAdministration
Marketing
Producer
Director
Designer
Writer
Box OfficeFront of House
Publicist
Performers Fees
Production Staff
Stage Manager
Workcover
Other
Wages TOTAL $
PRODUCTIONAPRA Fees
Cleaning
Catering
Transport
Lighting
Venue Hire
Props
Signage
Set
Sound
Costumes
Travel
Accommodation
Other
Production TOTAL $
INCOME
Box Office Sales
In Kind Support
Sponsorship
Cash Funding
Miscellaneous
Income TOTAL $
EXPENDITURE
MARKETINGPhotosVideo
Invitations
Mailouts
Graphic Design
Posters
Flyers
Distribution
Print Advertising
Radio Advertising
Programs
Fringe Guide Advertising
Miscellaneous
Marketing TOTAL $
ADMINISTRATIONRegistration Fee
Equipment Hire
Fees and Licences
Public Liability Insurance
Equipment Insurance
PhoneFax
Photocopying
Postage
Computer Expenses
StationaryOffice Supplies
Vehicle Exp (petrol etc)
Other
Production TOTAL $
Expenditure Sub TOTALPLUS 10 cont TOTAL+
EXPENDITURE TOTAL $
TOTAL PROFIT LOSS INCOME TOTAL $MINUS EXPD TOTAL $
PROFIT LOSS $
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 21
SPONSORS amp PARTNERSHIPS ndash START SMALL
Does your friend know a winery owner
Does your neighbourrsquos cousin work for a printing company
Identify the most useful services or items for your project and go to businesses that deal in this In-kind sponsorship means that yoursquore given something for free as opposed to receiving outright cash and this is the most likely scenario to aim for in the beginning
Go to your immediate community first and use all the connections you can to initiate contact with potential sponsors and partners
Donrsquot forget yoursquoll need to give something in return This could be including logos on your posters and free tickets to your event or promoting their wine at your exhibition opening
GRANT amp PHILANTHROPY
There are numerous organisations government funded and otherwise which offer a range of grants that your project may be eligible to apply for
City and regional councils usually have an arts culture or community funding program for events to be held in the council area so get in touch with your local council for information Dont forget to ask at your local council for marketing and publicity support too
Each state also has a government funding body and The Australia Council is the peak national organisation and a great source of information Check out the websites on this page for more info
CROWDFUNDING
Websites like Pozible Kickstarter GoFundMe and Indiegogo have become popular vehicles to gather funds from your networks and wider community
Itrsquos important to have a slick online campaign that demonstrates what yoursquore creating and what the money will be used for
A big part of crowdfunding is the different lsquorewardsrsquo you offer for people who contribute small or large amounts of money The more meaningful the exchange you give people the more successful your campaign will be
FUNDRAISING EVENT
Therersquos nothing like a good old fashioned quiz night or a raffle to bring in a few bucks
Look for a venue or location you can use in-kind entertainment by you and your mates as well as a silent auction or raffle with prizes donated by friendly businesses or groups Get creative with stalls BBQs or wine tastings that you can get off the ground for minimal cost
HELPFUL LINKScreativepartnershipsaustraliaorgaubusinessgovauGrantFinder
CROWDFUNDING poziblecomindiegogocomkickstartercomgofundmecom
GRANTSartsnswgovauartsactgovauartstasgovauartssagovauartsvicgovauartsqldgovauntgovauleisurearts-culture-heritagearts-funding-and-grantsdcawagovaufundingaustraliacouncilgovaucarclewcomaucountryartsorgauhelpmannacademycomaumyerfoundationorgaugrantsianpotterculturaltrustorgaunextwaveorgaukickstartartshubcomaugrantslist
See pg 12 for details
Applications close 4 September
adelaidefringecomauadelaide-fringe-artist-fund
FRINGE TIPEvery budget should include a 5-10 contingency to cover any unforeseen costs or last minute issues
BRING IN THE BUCKS
BUDGETING
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 22
UMBRELLA OF ADELAIDE FRINGE
Each year the Adelaide Fringe runs an extensive marketing campaign designed to draw attention to Adelaide Fringe and bring more audiences to the festival
As we are an open-access festival we canrsquot market individual shows exhibitions or events Instead we focus on attracting people towards our website printed guide social media and other platforms where they can browse the program and buy tickets
Our campaigns encompass a variety of mediums including TV radio online outdoor print and social media advertising There is also a dedicated marketing campaign to encourage interstate and international audiences to travel to Adelaide for the Fringe
PRINTED ADELAIDE FRINGE GUIDEOver 320000 copies of the Fringe Guide will be distributed across Adelaide and interstate
This is a major source of information for people wanting to browse events and buy tickets so make sure your image and 350 character description are spot on
ADELAIDEFRINGECOMAUAs each registered Fringe event has its own event page on our website you have a specific URL that can be shared across all your online marketing efforts This will direct audiences directly to your event to purchase tickets or find out more
Our website also allows audiences to easily filter the program and search by venue title genre date or even by mood
With more than 218 million visitors in 2017 and 80 of all FringeTIX sales going through this site yoursquoll want to ensure that adelaidefringecomau is included on all of your marketing collateral
SOCIAL MEDIAAdelaide Fringe has a substantial and engaged following on social media
Make sure to follow and interact with our accountsfacebookcomADLfringetwittercomadelaide_fringeinstagramcomADLfringe
ADLfringe
Use the ADLfringe hashtag to get our attention and wersquoll retweet if itrsquos relevant to our audience
We also send out a tweet promoting EVERY event in the Fringe so be sure to fill in this field in the AVR
IMAGENothing sells your show more than the image so invest in some high quality images that can be used across your campaign
Images should have a clear concept to communicate what your event is without the need for words
All event images must be lsquohigh resolutionrsquo and at least 300dpi
You donrsquot need a special program to check resolution ndash you can check it using Microsoft Paint or Get Info on Mac A quick search on Google will help you with the steps
TOP IMAGE TIPS
bull Your main event image should be clear bold and stand out
bull Less is more Remember the image size in the printed Adelaide Fringe guide is only approx 25cm x 25cm (similar size to a stamp) so donrsquot over complicate it
bull Donrsquot include text in your image All the important info like the title and location will be right next to the picture anyway
bull Try not to include too many people in the image Again due to the print and display size it will look unclear and messy
bull Invest in high quality images that can be used across your campaign
810007 (2016)
5510048 (2016)
1680073 (2016)
1160007 (2016)
SOCIAL MEDIA FOLLOWERS
218M Website Sessions
Artist Reuben Kaye Photo Trentino Priori
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
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YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
MARKETIN
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adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
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KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 23
WHO ARE OUR AUDIENCE
In 2017 706 of audiences said they tried a new event they had not seen before
28 of tickets were purchased prior to Adelaide Fringes 2017 opening night with the remaining 72 purchased during the festival Traditionally Adelaide audiences buy late and make spontaneous decisions on shows
AUDIENCE PROFILE
AUDIENCE GROWTH
2011
2013
2015
2017
334000
407153
540800
658360
FRINGE TICKET SALES BY YEAR
2011
2013
2015
2017
1454000
1800000
2100000
2520000
FRINGE ATTENDANCE BY YEAR
75
155
215
201
199
155
535
25
93
69
35
18
AUDIENCE BY AGE (2017)
AUDIENCE EMPLOYMENT (2017)
ndash18
18ndash27
28ndash37
37ndash47
48ndash57
58+
Employed full-time
Employed part-time
Retired
Student
Home duties
Unemployed
FRINGE ADVERTISINGAdvertise with Fringe ndash we have a huge audience already
Advertising with Adelaide Fringe is effective in generating interest in your event Adelaide Fringe offers advertising packages that provide market cut-through to the right audiences and good value
FRINGE GUIDE We offer display advertising in the Adelaide Fringe Guide Sizes range from Full and Half-pages right through to smaller display sections
FRINGE WEBSITE Banner and button advertising are available on the Fringe Website to showcase your show right to the people looking for something to see
ENEWS BANNERS With a subscriber base of over 100000 people the Adelaide Fringe eNews could get your show promoted directly to the people who are most passionate about the Fringe
SUBSIDISED NEWSPAPER ADS There are a limited number of highlighted listing adverts in print media that give artists a cost effective alternative for high-circulation media
ADVERTISING OFFERS Our advertising partners and friends also offer subsidised rates available only to Fringe Artists
PACKAGES Select a package and save when purchasing Fringe Advertising or access additional exclusive services adelaidefringecomauadvertise-with-us adsadelaidefringecomau
FRINGE MEMBERSHIP ADVERTISING Reach our dedicated Fringe Membership audience of over 25000 passionate Fringe goers Get cut-through with banner advertising in Members dedicated E-News dedicated social media posts additional website listings and more
Artist Eddy Eighty Photo Trentino Priori
FUN FACTAdelaide Fringe has the largest ticket sales of any festival in Australia
MARKETIN
G
YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
G
KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
YOUR MARKETINGItrsquos up to you to promote your event
THE BASICSUNDERSTAND YOUR AUDIENCE
The best place to start with your marketing plan is to think about who your audience is When you squint past the spotlight on your opening night are the chairs going to be filled with families Young adults Retirees Once you have an idea of who your audience is and who you want to attract it will help you to decide on the marketing opportunities available
SET A BUDGET
All shows need a marketing budget ndash the size of your budget should be proportional to the amount of seats you need to fill You donrsquot have to break the bank but even the smallest show will need to have a handful of flyers and a decent press image
COME UP WITH A PLAN
Once yoursquove got your guide entry sorted itrsquos time to come up with a plan for the rest of your marketing Therersquos no one-size fits-all solution for marketing so yoursquoll have to think about what might work for your production Itrsquos also a good idea to be diverse and not rely too heavily on one medium over another
Artist Olivia Porter Photo Trentino Priori
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 24
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
G
KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 25
FUN FACTDid you know over 80 of Adelaide Fringe customers buy tickets online
SOME AREAS TO CONSIDEROUTDOOR
If you have a big production with a lot of seats to fill large format outdoor might work for you Eg buses billboards street banners
ADVERTISING (TV PRINT AND RADIO)
Print and radio advertising can be expensive but itrsquos a great way to reach a lot of people at the same time Before booking make sure to ask for a lsquomedia kitrsquo or lsquorate cardrsquo to check their audience matches the type of people you want to attract Also ask about a package that includes advertising promotional on-air and street giveaways as well as interviews
If you canrsquot afford to buy ads alone you can team up with other artists to share a space
ADVERTISING (ONLINE)
Online Advertising is cheaper than print or radio and can be a great way to target your advertising to the people you want to talk to Even $20 can go a long way with Facebook advertising so itrsquos worth investigating what could work for you
PRINTED COLLATERAL
Posters and flyers are still a great way to make an impact during Adelaide Fringe Itrsquos very busy on the streets so make sure to use attention grabbing visuals
Try not to fit too much in negative space is your friend But do make sure to include all vital event information like time dates venue and the FringeTIX info
Think about where your posters can be placed to have the most impact and investigate flyering opportunities Take these things into account when organising how many posters or flyers you need printed
DISTRIBUTION
In Adelaide you need approval to place posters inside or outside private property Without the approval of the owner your posters will be removed Postering on poles and walls is illegal
Adelaide Fringe installs a number of poster pillars around the city where you can put up posters for your event You can also ask shop owners if you can put posters in their windows
Take the pressure off Distribution companies have existing relationships with businesses and are able to poster in areas where regular people canrsquot They arenrsquot very expensive and can help you get some great exposure Ie Poster Impact Passing Out and Mad Promo
Make sure to include the 2018 Adelaide Fringe logo and FringeTIX logo on any collateral you produce to let people know your event is part of the Fringe program and how they can get tickets These logos are provided freely for your promotional use however they are subject to copyright and must not be altered in any way Find the Style Guide in AVR
FLYERING
Flyering is a tricky skill - itrsquos not just about giving out paper as fast as you can Itrsquos about having a real conversation with someone about why they should see your show
Try to think of your pitch as the thing that makes someone want to attend the flyer is just something to remind them of the details
Donrsquot be afraid to show your personality and have fun with it Team up with other artists when you flyer ndash if someone doesnrsquot like the sound of your show maybe theyrsquoll like your friendrsquos show or vice-versa It helps you cover more people and give you more options when talking to people
The only time you can flyer in the Fringe Club is during a Fringe Members night Be sure to keep an eye out in the Artist amp Venue bulletins for further information
Flyering locations can be limited Check in with the Artist and Venues team for the best places to go
If yoursquove got people helping you flyer itrsquos always best for them to have seen your show Itrsquos more genuine if they can talk about it from experience
OTHER IDEAS
bull Get creative with your advertising
bull Use ticket promotions through media outlets
bull Contact clubs associations or groups that have a connection to themes in your show
bull Think about the location of your event and what audience might be near you Your event may be directly across the road from 1000 office workers who are looking for something to do or see after work
bull Is your friend doing a show Why not ask them to recocommend your show at the end of theirs
bull Use ticketing promotional prices like Fringe Membership BankSA Customer and HalfTIX
bull If it suits your event perform at other registered variety and open mic nights during the Fringe This can be a great way to tap into new audiences
bull Do a stunt outdoors hand out flyers in costume or create a flash-mob
bull Remember to update your material If you receive a great review and star ratings from media go and slap a sticker over your posters and flyers and update your online copy in AVR
VISIT AVR RESOURCES FOR MORE MARKETING HINTS AND TIPS
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
G
KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 26
Your media kit should be ready to send to media by early December and uploaded to your registration in the AVR site so that accredited Adelaide Fringe media can easily access your information
Adelaide Fringe accredited media includes a wide range of reviewers journalists announcers and arts editors who all have access to media uploaded by registered Fringe artists If they are looking for more information about your event you will want everything to be available at their fingertips
YOUR MEDIA KIT SHOULD INCLUDE bull A one page media release that includes all relevant information
for your event (venue session times dates ticket prices etc) as well as your contact details
bull A background sheet with biographies for each artistperformerwriterdirector information about the company and excerpts from past reviews
bull High resolution 300dpi images AT LEAST one portrait and one landscape option
bull MP3 audio files for a music event
bull Links to a show reel or footage of your event (Vimeo is great for this)
MAKING NEWS
Think about your story pitch and how it will stand out and set you apart from countless others Itrsquos important to know that the media receive hundreds of emails and phone calls a day and during Fringe this increases to thousands
Journalists are looking for stories that are lsquonewsworthyrsquo and will run a mile from stories they consider to be overtly promotional Perhaps your grandfather was a Fringe performer your mother was a Fringe performer and now you are too Thatrsquos a story (and a brilliant photo opportunity too)
Before pitching a story to the media itrsquos important to consider whether the demographic for a particular media outlet will be suitable for your event For example FIVEaa radio tends to have an older audience whereas NOVA 919 will attract a younger audience
HUMAN FACTOR
When planning or preparing any communication for the media whether written or verbal ask yourself the following questions
bull How does your story impact other people
bull Why should they be interested
By keeping these questions in mind you will be able to stay more focused on what you are trying to achieve Remember a journalistrsquos reason for writing a story will be very different from your reason for wanting a story written
POWER OF A GREAT PHOTO
A bright strong clear image is a powerful tool
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication A great image will also help you better sell your story when you have an initial conversation with a journalist
As part of your initial story pitch you should include your current image but also additional photo options If your show or event is about wine you could do a photoshoot at Adelaidersquos National Wine Centre of Australia ndash this would help make the story relevant for an Adelaide audience
MEDIAYour media kit is the key to your publicity campaign
MEDIA RESOURCE LISTIn November Adelaide Fringe will publish a list of media contacts across all media platforms for you to use
Consider engaging an expert A publicist has contacts and existing relationships they can leverage which can help gain media cut-through in a saturated market during Fringe time
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
G
KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 27
WORKING WITH JOURNALISTS bull Give them a reason ndash why is your story more newsworthy
than somebody elsersquos
bull Make it easy for them ndash have good information and images in formats they can use all ready to go
bull Be accessible ndash Have a dedicated contact who will ALWAYS answer their phone If they do decide to pick up your story theyrsquoll need the interview information and images yesterday
bull Work with their timelines ndash often yoursquoll need to set up photo opportunities in the morning to make the next dayrsquos paper
bull Be understanding ndash most media are working within impossible time lines and with increasingly fewer resources If a photo shoot is taking longer than expected be gracious rather than complaining as this is the impression you will leave them withThey may not print exactly what you wanted and occasionally they get their facts wrong but for the sake of your long term media relationships if they do get it wrong ndash donrsquot complain
TOP 5 PUBLICITY TIPS1 Get started on your media strategy ASAP
2 Have a professional media release and photo
3 Upload a media kit to the AVR
4 Have the right lsquopitchrsquo to get a journalistrsquos attention
5 Do your research
Read more in AVR Artist Resources
Artist Sam McMahon 2017 Fringe Parade Photo Trentino Priori
MARKETIN
G
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
G
KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 28
RULES OF ENGAGEMENTContent It needs to be interesting relevant and have striking images or video
Connections Social media is about the long game and yoursquoll need to start connecting with your audience long before the Fringe begins Social media is about the conversation so avoid the hard sell
Donrsquot spam Social media users are just like you and are smart enough to see straight through shameless self-promotion
LEADING UP TO FRINGEStart to build your audience and online community
Follow and interact with artists and organisations you think will align well with your event or personal brand Invite your friends and family to like your page or follow you and ask if they can invite their friends and family to like or follow too
Make sure to fill in all of the lsquoaboutrsquo fields on your social media accounts completely Include links to FringeTIX your website and a description of your event This will make interaction on your page easier for audiences and assist in building your Google ranking
Prepare your YouTube or Vimeo channel with interesting 90 second clips that can be shared via social media Include keywords and tags that will make Google searches easier for audiences They might not remember the name of your show and only search for lsquomagic card tricks gluttony adelaide fringersquo ndash so make sure you appear at the top of their search
Get your images ready to go ndash resize your high quality images so that theyrsquore ready to use across all platforms
Facebook cover images should be sized to 828 x 315 pixels Instagram now allows images to be any size but their standard square dimensions are 1080 x 1080 pixels
Think about the audiences yoursquore trying to attract and apply that to the timing and style of your posts If yoursquore targeting families a 3am post after a long night at the Fringe Club may not get noticed or be appropriate Have a look through your feed and think about the things you would and wouldnrsquot interact with and try to structure your posts in a similar way
Just as Adelaidersquos walls are plastered with posters during Fringe time peoplersquos Facebook feeds are bloated during Fringe Think about innovative and fun ways to gain cut through
Facebook have said that they now think of themselves primarily as a video platform so those great 90 second videos yoursquove made should be shared on Facebook Be sure to upload them directly to Facebook as this way theyrsquoll autoplay and more people will see them ndash YouTube and Vimeo videos wonrsquot autoplay
Facebook is also a great platform for online advertising Facebook advertising or boosted posts let you pinpoint exactly who you want to see your post and you can make a small amount of money go a long way
Instagram is the most visual of all the platforms It has an uncluttered feed with minimal advertising so this will be the best platform for your fantastic images Itrsquos also a great place to share behind the scenes shots or short videos You should aim to give followers more than just your poster artwork and make them feel like theyrsquore a part of your production Instagram also works natively with Facebook although yoursquoll need to retag anyone once the post is on Facebook
Twitter is the most immediate of all social media platforms and users arenrsquot likely to scroll down five hours back in their feed Due to this lsquoinstantrsquo nature tweet regularly and create conversations with other tweeters
Twitter is also a great place to stalk journalists and media personalities as it allows for an open dialogue ndash follow and tweet to them and give them interesting content in the hope that they might retweet it
SOCIAL MEDIA
MARKETIN
G
KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
KEEP YOUR BUSINESS IN ORDER
INSURANCEEvent insurance needs to be addressed early and dealt with carefully Find a broker who can develop a comprehensive package that avoids lsquoover insurancersquo
INSURANCE BROKERSThere are many insurance brokers in business We have listed a few below as a starting point
City Rural Insurance Brokers cityruralnetau
Duck for Cover duckforcovercomau
AON business-insuranceaoncomau Offer discounts to APRA members
Be sure to do you own research - there may be more that suit your requirements
PUBLIC LIABILITY INSURANCEYou should take out Public Liability insurance to cover against a member of the public being injured by a negligent act that is deemed to be your fault If anything that you are responsible for (performance set artwork lights etc) causes injury to an audience member (or any other member of the public) yoursquoll be covered for any costs or liability incurred
More over the next pagePhoto Kevin Godfrey
WORKCOVERPublic Liability does not cover yourself or any member of your group for injury whilst performing You may need to look at Personal Accident and Injury insurance or in some cases Work Cover
For more information on Work Cover visit workcovercom
VOLUNTEER INSURANCEIf you use volunteers for your event they are not covered under Workersrsquo Compensation or your Public Liability Insurance Discuss this with your insurance provider and at the very least have your volunteers sign a release form indicating that they are responsible for their own insurance in the event of an injury
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 29
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 30
REGISTERING A BUSINESS NAMEYou may need to register your presenter or production company name You can trade freely using your birth name but if you add the word lsquoProductionsrsquo or something similar you may need to register that as a business name
Search the National Names Index asicgovaufor-business registering-a-business-name to check that the name you want to use is available then register it at your state Office of Consumer and Business Affairs Yoursquoll also need to check that the name is available for use in South Australia Visit cbssagovau and search for Business Names
COPYRIGHT ON YOUTUBEAny material you post on YouTube is also subject to copyright
Go to youtubecomytaboutcopyright
LIQUOR LICENSINGIf you are planning on selling or supplying alcohol you may be required to obtain a liquor licence under the Liquor Licensing Act 1997
For more information visit cbssagovau and also get in touch with the Artists amp Venues Team
GSTGoods and services tax (GST) is a broad-based tax of 10 on most goods services and other items sold or consumed in Australia There are a bunch of rules and reasons as to why you may or may not need to register and if your ticket sales are subject to GST
The Australian Tax office website provides some great information on how the system works and whether you need to register
Head to atogovauBusinessGSTHow-GST-works for more information
APRA AMCOSAPRA (Australasian Performing Rights Association) administers the rights of the worldrsquos composers songwriters and publishers in Australia and New Zealand If you intend to use copyrighted music (either live or pre-recorded) at your Fringe event yoursquoll need to obtain the appropriate license Indicate this in AVR
apraamcoscomau
COPYRIGHTAdelaide Fringe subscribes to the principles of copyright and intellectual property as they apply under Australian law Fringe artists are obliged to obtain written permission from the owners copyright holders or originator(s) of any material that they use and pay any relevant fees Check whether a work is covered under copyright eg Shakespearersquos plays are in the Public Domain (free from copyright) but a published interpretation or adaptation of Shakespeare will most likely be protected If you donrsquot have the right to present the work your event may be withdrawn from the program
copyrightorgau
LETTER OF AGREEMENTA simple letter of agreement between all relevant parties in your event will avoid any misunderstanding between friends and colleagues Make sure that it is signed dated and if possible witnessed by a third party At the very least ensure you have an email trail of correspondence to refer back to
Discuss
bull Financial obligations
bull How youll deal with financial losses
bull How much time each person puts in
bull The responsibilities of each person
bull Who is the spokesperson or publicity contact
bull Who owns the work and how will copyright be shared
SAFETYArtists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards Artists and Venue Managers will need to ensure that a range of conditions are met Be aware that venues and shows that donrsquot meet current safety regulations and standards can be closed by Council or SafeWorkSA
safeworksagovau
TAXATIONUnder Australian taxation law artists registering for 2018 Adelaide Fringe and earning income from their events are required to obtain an Australian Business Number (ABN) There are some exceptions to this and it is worth researching what your obligations are (including GST criteria) You will need to either supply your ABN number to Fringe or a lsquoStatement by Supplierrsquo form if you meet the criteria as a lsquoHobbyistrsquo
BANKING AND FINANCEAs the Principal Partner of Adelaide Fringe BankSA are able to provide you with a wide range of banking and financial services Special artist banking services will also be available at the BankSA Rundle Mall branch throughout February and March For information about the range of services available head to banksacomau or call +61 8 8425 9100 (Rundle Mall Branch)
SMOKING REGULATIONSIn South Australia smoking is banned in all enclosed areas including performance spaces
Visit tobaccolawssagovau to read how this applies to artistic performances
CASH FLOWAdelaide Fringe will pay your FringeTIX box office settlement within 15 days after your last session Make sure you think about how you will pay for your expenses before and during the Fringe without this income
KEEP YOUR BUSINESS IN ORDER
BUSINESS
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am
adelaidefringecomau | artistsadelaidefringecomau | Hotline +61 8 8100 2022 32
Supporting Artists all the way to Fringe 2018BankSA is proud to be the Principal Partner of Adelaide Fringe 2018
We go out of our way to support the Fringe and help share this iconic South Australian event with the whole community We are pleased to provide banking services to Artists at our Rundle Mall branch - come in and say hi to the team
Artists banking services available in February and March at BankSA Rundle Mall 49 Rundle Mall Adelaide copy 2018 BankSA ndash A Division of Westpac Banking Corporation ABN 33 007 457 141 AFSL and Australian credit licence 233714 BSA05373 (0717)
379597-1_WBCBSA05373_070717indd 1 10717 1145 am