2016 Adelaide Fringe Annual Review

Fringe poster – Stephanie Mitchell

Luna Eclipse

David Bowie mural by Lisa King for Street Art Explosion

Georgina Williams Ngankiburka-Mekauwe, Kaurna Elder

Gremlin from The Gremlins

Titty Bar Ha Ha

California Crooners Club

Vans the Omega for Street Art Explosion Hotel Tokyo

Danielle Catanzariti

Hans

Special thanks to our Adelaide Fringe Volunteer Photographers: Trentino Priori, Kevin Godfrey, Leighton Pearce, Tony Virgo, Brig Bee, Nathaniel Mason and Jamie Beaty.

Additional photography: Seb Riebolge, Chloe Elizabeth, Belle Hammond, Bill Doyle, John Goodridge, Hannah Tunstill, Nicky Mellonie and University of Adelaide.

Fringe Illuminations by illuminart

Hotel Toyko

Adelaide Fringe 2016 “Na budni towilla yerta - Greetings in spirit to Kaurna lands” – Karl ‘Winda’ Telfer, Senior Custodian of Ceremony Adelaide Fringe acknowledges the traditional custodians, the Kaurna people, whose ancestral lands we gather on. Adelaide Fringe also respects the Kaurna people’s ongoing spiritual and cultural connection to country.

The 2016 event was the biggest Adelaide Fringe in its long and wonderful history.

From February 12th to March 14th, Adelaide audiences embraced whole-heartedly this recordbreaking four-week celebration.

David Minear

It is important to highlight that Australia’s leading arts festival wouldn’t have happened without the unique and magical talents of over 4000 artists, from around the corner and around the world, that made Adelaide their own.

And of course, the many and varied venues, large and small, permanent and temporary.

Thank you to all of our corporate sponsors - many have been with us for years, along with a number of new partners. Our results are directly related to your commitment.

As we have been fortunate to do for over a decade, I must acknowledge our Principal Partner BankSA. Our brands share similar values and the same South Australian customers. While never taken for granted, it is a partnership that simply works.

Our thanks also for the invaluable support of the State Government through Arts South Australia and the South Australian Tourism Comission. Likewise, the Adelaide City Council with whom we share the same vision for a vibrant and economically strong city.

All of these relationships are not only about funding. They are very much about finding innovative ways to bring tangible benefits to South Australia.

I would also like to acknowledge the total commitment, tireless energy and strong leadership of first-time Fringe Director and CEO Heather Croall. She has set a very high benchmark.

Additionally, the dedicated, hard-working Adelaide Fringe staff also deserve recognition. You have earned my respect and admiration.

Finally my thanks to the members of the Fringe Board. Individually, for your efforts, you all deserve to feel a great sense of pride in what was achieved in 2106.

Now on with 2017.

David Minear Chairman My first year as Director and CEO of the Adelaide Fringe has been an amazing and wild ride.

Heather Croall

Ticket sales have grown year on year since the Fringe was born in 1960 and the 2016 Adelaide Fringe was no exception. With just over 600,000 tickets sold and a 12% increase on 2015 sales, Adelaide Fringe is by far the highest ticket selling multi-artform festival in Australia.

As an open access festival, the Adelaide Fringe is not curated – the program is created at a grass roots level by the artists who choose to be a part of it. For this reason, I’d like to thank every single one of the artists and presenters from the more than 1000 events who took a risk to put on an event in this year’s Fringe. The Fringe, of course, wouldn’t be what it is without the venues big and small that create magical spaces for artists to present their work in. I’d also like to thank our adventurous audiences; just as the artists are taking a risk by putting on their events, Fringe audiences are taking a risk, a punt, a walk on the wild side by seeing a show they may (sometimes) know little about!

The WOW! of the Fringe is made by the participants at every level. Everyone takes a risk and that is what gives Adelaide Fringe its edge and its energy.

In 2016, we saw an 11% growth in the number of tourists coming to Adelaide Fringe. This encouraging result takes us well on our way to our target of tripling tourism numbers over 3 years. The greater the number of tourists who flock to the Fringe, the greater the number of tickets sold for artists.

Fringe audiences deliver an impressive benefit to Adelaide and South Australia. This year, the tourist spend as a result of Adelaide Fringe was an enormous $21 million and the overall economic impact of the Adelaide Fringe on the city and state was $77 million. These incredible figures are the result of great collaborations and demonstrate the importance of the Fringe not only to South Australia’s economy, but its invaluable contribution to the vibrancy of our city. It would not be possible without support from Government and our loyal sponsors. I would like to offer heartfelt thanks to all our funders and partners.

Finally, I would like to thank my Chairman and Board members and the amazing Fringe staff – without whom none of this would be possible – for their tireless work to create our world class festival.

The Adelaide Fringe was built on risk and innovation. Long may this tradition continue.

Heather Croall Director and CEO Adelaide Fringe

OUr Audience

604,000 TICKETS PURCHASED

Audiences and artists flock to the Adelaide Fringe from all over the world. The 2016 festival saw incredible growth in both program and attendance with over 604,000 tickets purchased and 2.2 million visitors (an 8.5% increase on 2015) across paid events, free events and venues. From our subscriber survey and ticket purchase history, we are able to gain clear insights into our Fringe audience.

92%

OF AUDIENCES SURVEYED BELIEVE HOSTING THE ADELAIDE FRINGE SIGNIFICANTLY IMPROVES OUR REGION 108,250 subscribers (+24.4%)

37,300 subscribers (+37%)

75,484 followers (+15%)

10,000 followers

Young PeoplE 35,573

The Fringe

Members (+18% on 2015)

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TREv is Adelaide Fringe’s free membership audience development program.

TREv is the friend who always knows what’s happening and gets the best deals for 18-30’s all year round.

TREv rewarded his loyal followers in 2016 by throwing two members-only events during Adelaide Fringe. The 120-person Magical Mystery Walking Tour, showcasing performances by Fringe artists across 6 venues was a huge success, as was the inaugural TREv Sunday Session at the Fringe Club, which showcased young and local musicians from the Fringe program.

MAJOR PARTNER

Audience of the Future 146 4300 CLASSES BOOKED TO YEP! SHOWS

YEP! TICKETS SOLD FOR ARTISTS

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Inspiring joy in young audiences, the YEP! program had a successful return in 2016.

As part of the program, Adelaide Fringe provided YEP! staff to help teachers and carers navigate the offerings of the Fringe guide.

Classes delighted in circus, caberet, theatre and more in venues all over town.

Cirkidz

In addition to enjoying ticketed Fringe performances, the YEP! program also saw many schools attending free events, exhibitions and visiting the cultural boulevard.

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Fringe Makes an Impact Adelaide Fringe has been supporting artists and entertaining audiences for over 55 years. The Fringe is more important than ever to the state’s economic wellbeing and to the future of the artists who take the risk of being part of an open access festival.

The growth of the Adelaide Fringe over the past six years has seen the number of new visitors to the state grow exponentially.

Drawing from survey respondents and ticketing information, Adelaide Fringe measured 13,510 visitors to South Australia linked directly to the event – an 11% increase on visitors to the state in 2015.

95%

OF AUDIENCE SURVEYED BELIEVE ADELAIDE FRINGE IS IMPORTANT TO SOUTH AUSTRALIAN ECONOMY

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TICKET SALES 604,000

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TICKETS

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ATTENDANCE 2,260,000 ATTENDEES

This includes both ticketed and free events

ECONOMIC IMPACT

$77,600,000 GROSS ECONOMIC EXPENDITURE

Overall expenditure as a result of Fringe

TOURIST SPEND $21,700,000 NEW MONEY TO SA

Visitor Expenditure as a result of Fringe

JOBS 216

FULL TIME JOBS CREATED

Full time jobs equivalent as a result of Fringe

Our Partners

The Adelaide Fringe makes an invaluable social and cultural contribution to South Australia each year, and generates enormous economic benefits for local businesses. This is why BankSA continues to support the Adelaide Fringe – our 11th year as Principal Partner.

Nick Reade Chief Executive, BankSA.

BankSA

Media Partners

In 2016, BankSA customers were given pre-sale opportunities, customer discounts and VIP experiences through the inaugural Fringe with Benefits program. Audiences could also charge their phones during the festival at the BankSA phonecharging station, and keep in the know through the TalkFringe platform. Further to this, BankSA supports artists through the BankSA Fringe Awards with cash prizes, the Support Act and Take a Friend for Free ticketing initiatives.

Adelaide Fringe was able to increase audiences with an extended marketing campaign through the support of key media partners.

Major Partners 2016 Major Partners included Rundle Mall Management Authority, Minter Ellison Lawyers, Internode, Coopers and Qatar Airways.

Adelaide Fringe thanks its existing and ongoing partnerships with Channel 9, The Advertiser, Nova 919, FIVEaa and APN Outdoor.

Government of South Australia The Government of South Australia’s core funding support through Arts South Australia was pivotal in ensuring a successful festival. Arts South Australia was also aligned with the inaugural Street Art Explosion program, which commissioned 19 original pieces of street art, making the arts culture of South Australia accessible for everyone.

A partnership with the South Australian Tourism Commission saw international sensation Julian Clary take on the role of the 2016 Adelaide Fringe Ambassador.

Rundle Mall Management Authority has a wonderful relationship with the Adelaide Fringe.

As a major partner, we are thrilled to host the main box office within the precinct, and thoroughly enjoy the live entertainment and street theatre brought to the Mall.

It is with pride that Adelaide Fringe is widely associated with Rundle Mall and we look forward to 2017.

As a Supply Partner to the Adelaide Fringe in 2016, Walter Brooke was exposed to new networking opportunities and established a number of exciting business prospects. The hospitality package provided us with an opportunity to re-engage with existing clients and connect with new possibilities.

Collaborating with Heather Croall and Adelaide Fringe team on a new vision for the Fringe Club has given us fresh insight into the dedication and passion required to deliver this iconic South Australian event. Walter Brooke is proud to continue supporting the Adelaide Fringe.

Anthony Balsamo Associate Director, Walter Brooke and Associates.

Amanda Grocock General Manager, Rundle Mall Management Authority.

Adelaide City Council

Partners

Adelaide City Council’s contribution ensured the success of the iconic Fringe Parade, which saw 66,000 people in attendance in 2016, as well as various other initiatives including the extended Street Theatre Festival.

Many thanks to our Partners: Uber, Westfield, Jarvis Subaru, Rosemount Estate, UPark, Bickfords, Finsbury Green and The Stag.

Program Partners

Thank you to our continuing Supply Partners: The Hills Cider Company, Boileau, Visualcom, Mantra Group, Budget Car & Truck Rental, Dulux, Rip it Up, Walter Brooke and Resin.

Many thanks to our Program Partners: Google – Digital Playground PwC – Kaurna Ceremonies Flinders University – TREv and Fringe on Tour Adelaide Airport – Fringe at the Airport SA Power Networks – Fringe Illuminations Grill’d – TREv Port Augusta City Council – Desert Fringe Brickworks – UNFOLD Fringe in Rundle Mall Commercial & General – Fringe Illuminations University Senior College – Youth Education Program (YEP!) The University of Adelaide – Fringe Illuminations Australia Korea Foundation – Honey Pot

Supply Partners

ArtIsts and Venues The 2016 program was bursting with a diverse offering of arts and artists. Two exciting new genres - magic and interractive - were introduced with great success.

Local artist representation continued to be strong in the program with nearly half of the events originating from South Australia. International artists increased to make up 15% of the program.

BOX OFFICE $14.8 Million

This figure includes a door sales estimate. This money is paid out to artists (minus ticketing fees)

Fringe venues and local businesses continued to be the backbone of the Adelaide Fringe with 450 spaces hosting Fringe acts in 2016.

The festival tagline ‘Take a Walk on the Wild Side’, encouraged audiences to move outside the larger venues and explore the rich tapestry of events and venues across the city.

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ARTISTS

In 2016, a number of new venues launched including The GC, Queens Theatre and Live from Tandanya joined regular staples such as the Rhino Room, Holden Street Theatres and The Producers and many more in offering unique new experiences for audiences.

EVENTS

How the Adelaide Frin

Honey pot The Adelaide Fringe is home to the unique Honey Pot marketplace program, which attracts hundreds of artists and buyers from around the world and serves as a platform for artists to tour their work outside of the Fringe.

Our Honey Pot program remains the only Fringe marketplace of its kind in the world.

Overall, Honey Pot grew significantly in 2016, with 136 registered buyers and programmers coming to scout for shows to book - of these 50 were international. The program included 401 Adelaide Fringe participating events.

With 13 works already confirmed as touring, 14 deals proposed and 38 works in discussion as a direct result of Honey Pot 2016, the number of touring and presentation outcomes is looking very positive for Adelaide Fringe artists.

The Honey Pot and Hive has been an absolute revelation to me – I’ve not seen its equivalent anywhere.

- Henry Naylor, Honey Pot artist 2016 (‘Echoes’)

“Honey Pot is one of the best organised and friendliest markets. It is also the individual tailoring to the presenters’ needs which is why I think it is both effective and successful and run by a great team of staff.

- Richard Jordan, Richard Jordan Productions UK

Receiving the Artist Fund grant gave us a sense of self-value - it validated our belief that youth theatre is an important component of the creative life of Adelaide.

The fund covered our venue costs - a real relief.

And most importantly it put us front and centre with the media - so important that people actually came through the doors to see what we - twenty refugees, and twenty Australians - had to say about belonging and freedom.

- Rebecca Panell SAYarts Artist Fund recipient 2016

ADELAIDE FRINGE ARTIST FUND This year we raised

$63,000 for the Artist Fund This money came from: $21,000 $1 donations $20,000 Creative Partnerships $10,000 M.Fitz-Gerald’s dinner $11,000 Bogan Bingo $11,000 Auctions & donations

THANK YOU TO ALL OUR DONORS

With this money we give out Artist Grants each year via application

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Fringe Wows! the CIty Kaurna Palti Meyunna

Fringe Parade

Lead by Senior Custodian of Ceremony & Cultural Co-Producer Karl ‘Winda’ Telfer, the Tindo Yolurendee - Sunrise Ceremony brought together the extended fringe family to pay respect to the land. A new event, Tindo Utpurndee - Sunset Ceremony officially opened the 2016 Adelaide Fringe and over 1,000 people attended.

A record 66,000 people lined North Terrace to watch the spectacular Fringe Parade move along its new route and join in dancing The Nutbush, led by Hugh Sheridan.

Unfold Fringe in Rundle Mall This month-long smorgasbord of Fringe entertainment in the heart of Adelaide’s CBD once again provided an excellent showcase opportunity for artists, as well as a taste of the Fringe for Mall-goers.

Fringe Illuminations 160,000 visitors attended the North Terrace special event that saw cultural institutions transformed into living canvases of light.

Street Art Explosion Adelaide’s best street artists were commissioned to bring life to bare walls across the CBD and suburbs.

The Street Art Explosion program created a network of works across the city all compiled into one beautiful map.

SA’s renowned illuminart and Sydney’s The Electric Canvas created mind-blowing illuminated artworks featuring animations, interactive projections, moving images and sound.

Opening Night Street Parties All over town, street parties were pumping with Fringe fanatics as they celebrated while moving between shows.

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Adelaide Street Theatre Weekends

An Asia-Pacific premiere, this was the first time these magnificent illuminated geometric sculptures had been presented outside of the United States, after being shown at the world-famous Burning Man festival.

The 2016 Adelaide Fringe saw the expansion of the Street Theatre program to take place at three locations in Adelaide’s CBD every weekend of the Fringe.

Adelaide Street Theatre Festival

FRUSIC (Fringe Music) Through a collaboration with Music SA, a new program to support live music was launched. FRUSIC was a stand-alone guide to fringe music offerings and live music venues.

Fringe at the Airport

On the final weekend of the Adelaide Fringe, a curated program of the best street theatre performers from across Australia and the world popped up to entertain Adelaideans.

Digital Playground

Australian artist Ulla Taylor created an incredible 3D perspective drawing in the Adelaide Airport forecourt.

Stunning virtual reality artworks and the amazing Cube from Google’s Creative Lab transported audiences into a digital world made real.

Fringe on Tour

Desert Fringe

Spreading the Fringe hilarity far and wide, our travelling caravan of Fringe entertainment visited three Westfield locations, Jaralde Park in Goolwa, Semaphore foreshore and Flinders University.

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Continuing our tradition of bringing the Fringe to regional communities, this year’s Desert Fringe was headlined by the incredible talent of Archie Roach and saw a standing ovation at the ticketed performance, HART.

160,000 VISITORS TO THE FRINGE ILLUMINATIONS age

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Fringe Ambassador 2016

Julian Clary

I’d like to thank you for having me in your handsome city for this year’s Adelaide Fringe.

While I was among you, I had the immense pleasure of experiencing Fringe shows both large and small (I believe some of the performances I saw took place inside a cupboard) and thoroughly enjoyed myself.

I am proud to have served as this year’s Adelaide Fringe Ambassador and I do think that Adelaideans should be proud of their Fringe.

I’ve never experienced anything like it.

- Julian Clary

The Media went Pink with Fringe

6,961

TOTAL MEDIA REPORTS (iSENTIA)

110,011,392

A new director, a highly visual program and an internationally recognisable ambassador all led to a frenzy of press attention. Our public relations agency, JP Media, once again excelled in generating outstanding media results both locally and interstate.

The Ambassador Adelaide Fringe once again engaged a high profile Ambassador in world-renowned British comedian Julian Clary.

Julian’s high profile attracted increased national media attention and resulted in national coverage for Adelaide Fringe, including segments on Channel 9’s The Today Show and Today Extra, Radio National, ABC News Breakfast TV and The Age. Julian also helped spread the word far and wide, by tweeting to his 213,000 Twitter followers.

INTERSTATE MEDIA

TRIPLED

COMPARED TO 2015

CUMULATIVE AUDIENCE/ CIRCULATION (iSENTIA)

Adelaide Fringe: Made By MISSION AND GOALS

GOAL 1: FULFILLED ARTISTS ATTRACT A DIVERSE RANGE OF CUTTING EDGE ARTISTS WHO LEAVE THE FESTIVAL FULFILLED, HAPPY WITH THE CONNECTION THEY MADE AND AUDIENCES THEY ATTRACTED.

GOAL 4: WOW SURPRISE AND WOW THE AUDIENCE AND BE THE MOST TALKED ABOUT FESTIVAL IN THE WORLD.

GOAL 2: THRIVING VENUES

GOAL 5: FINANCIAL STABLE

HAVE AS MANY FULL HOUSES ACROSS OUR DIVERSE VENUES THROUGHOUT SA AS POSSIBLE.

HAVE A STRONG AND DIVERSIFIED FINANCIAL BASE.

GOAL 3: ENGAGED AUDIENCES

GOAL 6: AGILE ORGANISATION

MAXIMISE AUDIENCE SATISFACTION AND EASE OF FESTIVAL PROGRAM AND NAVIGATION.

BE A SUCCESSFUL, FLEXIBLE AND ADAPTABLE BUSINESS AND AGILE ORGANISATION.

ADELAIDE FRINGE MANIFESTO

We believe in challenging artists to be brave and audiences to be braver. Be brave with us.

We believe that we can inspire audiences to take risks, be inspired and DO IT AGAIN! We believe there is an audience for every artist and we are here to help them connect.

We believe in connecting artists, audiences and venues and that they are the crux of our festival and all that we do.

We believe the Fringe is a festival that can benefit all venues: permanent & pop-up alike.

We believe in the WOW. We believe in pushing creative boundaries.

We believe that a festival should transform a place and can transform your mind.

We are committed to nurturing cultural diversity, acceptance and continuously educating ourselves – and others.

We believe the Adelaide Fringe should be for everyone.

The Fringe IS Adelaide!

y you - for you - with you Get involved as a Venue

Join us as a sponsor

If you own a venue and are looking to become involved with the Fringe, registering as a Fringe venue might be an option for you. Our venues come in all shapes and sizes and even if you don’t have room for a big production there are still options like visual arts or music.

Adelaide Fringe is the largest arts festival in Australia boasting an enormous program and reaching across a broad demographic. Adelaide Fringe is one of the most loved brands in South Australia. Partnering with us guarantees you new audiences, increased visibility and enhanced brand awareness.

Applications open in August and we can talk you through the steps required for registration. Even if you don’t host a Fringe event, there are many ways to activate your business through Fringe.

partnerships@adelaidefringe.com.au or +61 8 8100 2086

adelaidefringe.com.au/become-a-venue

Get involved as an artist Anyone with an idea can present a show in the Adelaide Fringe. Artist registrations open in August and Adelaide Fringe is here to support you through the application process, helping to find a venue and providing resources to make sure your show is a success. adelaidefringe.com.au/artists

adelaidefringe.com.au/business-overview

Host an event For a totally different corporate hospitality experience, bring your clients and guests to Fringe! Our hospitality packages can be tailored to suit your needs and take place in the exclusive Fringe Club.

Donate to the Artist Fund The Adelaide Fringe Artist Fund was established to make the challenge of presenting new work at the Adelaide Fringe a little easier for Australian artists.

As well as various fundraising activities, donations can be made at any time via our website. adelaidefringe.com.au/donation_forms

Enjoy the Fringe Finally, one of the best ways to support the Fringe and its artists is to buy a ticket and see a show!

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Adelaide Fringe 64 Fullarton Rd Norwood, SA 5067 adelaidefringe.com.au Printed with thanks to our partners at

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Fringe Parade