2017 Adelaide Fringe Annual Review

ANNUAL REVIEW

2017

adelaidefringe.com.au Fringe poster - Jennifer Rimbault

“The party that defines a city…”

Photo, Trentino Priori. Artist, Memphis Mae

Verity Edwards, The Australian

David Minear

Chairman Adelaide Fringe

The Hon. Jack Snelling Minister for the Arts

Heather Croall

Director and CEO Adelaide Fringe

Martin Haese Lord Mayor

Nick Reade

Chief Executive BankSA

“Na budni towilla yerta- Greetings to spirit of place” Karl ‘Winda’ Telfer, Senior Kaurna 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.

RECORDS BROKEN IN 2017 658,360

$16.2

2.5

Million

Million

TICKETS SOLD

BOX OFFICE

ATTENDANCE

$81.4

$24.3

Million

Million

ECONOMIC IMPACT

TOURIST SPEND

FAST FACT

5250 ARTISTS

In 2017, Adelaide Fringe sold enough tickets to fill every seat in Adelaide Oval 13 times over!

OUR AUDIENCE EVERYONE

LOVES

Audience by Age

Under 18 7.5% 18-27 15.5% 28-37 21.5% 38-47 20.1%

THE FRINGE

48-57 19.9%

Combined household income

Audience by Profession

58+ 15.5% Employed full-time 53.5% Employed part-time 25.0% Retired 9.3% Student 6.9% Home duties 3.5% Unemployed 1.8%

More than $100,000 40.2% $75,000-$100,000 22.1% $50,000-$75,000 19.2% $25,000-$50,000 11.9% Less than $25,000 6.6%

“This year’s success belongs to all who embrace what the Adelaide Fringe is about and have helped us to achieve this magical result.”

David Minear, Chairman Adelaide Fringe

OUR GROWTH

In the last 6 years, Fringe has doubled its impact on the state FRINGE TICKET SALES BY YEAR

FRINGE ATTENDANCE BY YEAR

Ticket Sales

Attendance (ticketed and free events) 2,500,000

600,000

2011 2012 2013 2014 2015 2016 2017

TOTAL EXPENDITURE RELATED TO FRINGE

Gross Economic Expenditure $80,000,000

2,260,000

2,100,000

1,913,867

1,800,000

2011 2012 2013 2014 2015 2016 2017

VISITOR SPEND RELATED TO FRINGE New Money to SA

2011 2012 2013 2014 2015 2016 2017

TOTAL EXPENDITURE IN SA

VISITOR EXPENDITURE

associated with Fringe

associated with Fringe

$81.4M

24,300,000

19,600,000

18,000,000

$0

16,600,000

$50,000,000

13,900,000

$10,000,000

12,800,000

81,400,000

77,600,000

68,800,000

66,300,000

64,600,000

48,200,000

40,800,000

2011 2012 2013 2014 2015 2016 2017

$15,000,000

21,700,000

$20,000,000

$40,000,000

$0

0

$25,000,000

$60,000,000

$20,000,000

500,000

1,454,000

658,360

604,000

540,800

447,000

407,153

367,100

0

334,000

200,000

1,000,000

1,590,000

1,500,000

400,000

2,520,000

2,000,000

$24.3M

“Fringe is a time when we all seem to feel happier, more positive, more creative, and spend more money. These are things that are not only good for us as individuals, but also for the South Australian economy. That’s why a key focus of BankSA’s sponsorship is about maximising participation in the Fringe – and the flow on benefits for our city and state.”

Nick Reade, BankSA Chief Executive

THIS YEAR...

BOX OFFICE

TICKETS

Million

SOLD

$16.2 658,360 This money is returned to artists (minus ticketing fees).

A huge injection into the arts!

TOTAL BOX OFFICE $ OVER THE YEARS

Adelaide Fringe has the largest ticket sales of any festival in Australia!

South Australia is responsible for 47% of all arts festival ticket sales in Australia

“The Fringe plays an important role in fostering new and emerging artists, as well as providing a platform for those who are established.�

The Hon. Jack Snelling, Minister for the Arts

TOTAL EXPENDITURE IN SA ASSOCIATED WITH THE FRINGE

$81.4M

Full time jobs equivalent

JOB CREATION

“To have another year of record ticket sales just goes to show that our Fringe artists and events continue to offer the quality, diversity and eccentricity it takes to keep the public’s love of our festival well and truly alive.”

Heather Croall, Adelaide Fringe Director & Chief Executive

VISITOR RELATED EXPENDITURE

$24.3M

18,655 TOTAL VISITORS Fringe attracted

Each new visitor spent on average

10,352 new visitors to SA

$607

These new visitors spent

$6.91 m in SA

during their stay

65% of visitors had the Adelaide Fringe as their main reason for their visit 2,857 visitors extended their stay in SA due to the Adelaide Fringe

Adelaide Fringe generated

80,853 bed nights

ARTISTS AND VENUES IN 2017

5250

Artists

453

1160

Venues

Shows

More than 350 shows sold 70% or more

of tickets available and more than 150 of these were in smaller venues

Smaller venues accounted for 43%

of total ticket sales. The outdoor hubs (the Garden of Unearthly Delights, Gluttony and Royal Croquet Club) made up 57% of ticket sales

ARTIST FUND RAISED in donations this year to help support Fringe artists

$60,350

Artist Fund grant recipients in this year’s Adelaide Fringe: Emily Steel - 19 Weeks* (Theatre - SA) Rebecca Mayo – Stories In The Dark (Theatre - SA) Anya Anastasia – Rogue Romantic* (Cabaret - SA) Dan Daw – On One Condition* (Dance - former SA) Adriano Cappelletta – This Boy’s In Love (Cabaret - NSW) Melita Rowston – Shit Tourism presents The Giant Worm Show! (Theatre - NSW) Aaron Bradbrook

Adam Seymour and Rural Ranga Elements Collective

– The Working Class (Visual Art - VIC) – Pussy Play Masterclass* (Event - VIC) – M.I.N.D.E.D* (Dance - QLD) *2017 Adelaide Fringe Award Winner

“When we make art accessible – as the Fringe does so well – we improve the quality of life of everyone in our community. At its best, art can inspire us to take action for a fairer world.”

David Pearson, Don Dunstan Foundation Executive Director

ADELAIDE FRINGE MARKETPLACE Honey Pot is the creative marketplace of Adelaide Fringe

90 178

Fringe shows booked for touring as a result of 2017 Honey Pot 178 BUYERS participated in the marketplace, including: 59 international 84 national 35 local

“Adelaide’s reputation as a place to do business in the arts during the summer festivals period is growing from strength to strength. Honey Pot is a great contributor.”

Peter Louca, Executive Director, Arts South Australia

“I attended the scheme this year in 2017 and found it an excellent opportunity and really rewarding experience to meet new Australian artists and watch many exciting new Australian shows…

Since returning to the UK, I’ve remained in touch with various artists and producers that I met in Adelaide, and am actively exploring slots at Soho Theatre for their work to be produced.”

David Luff, Theatre Producer, Soho Theatre London

FRINGE ON TOUR 2017 Taking Fringe to the regions Desert Fringe

Mount Gambier

Fringe in Goolwa

Fringe in Whyalla

“Taking the Fringe around South Australia is having a positive impact on the regional centres; it provides a great platform for artists and is a boost for the visitor economy.”

Leon Bignell MP, Minister for Tourism (and Fringe comedian)

AMBASSADORS 2017 Helping build our brand around the world

ADRIENNE TRUSCOTT

HUGH SHERIDAN

JIMMY C

“It was a thrill to be the 2017 Artist Ambassador after so many years in that community as an artist. It was particularly exciting to represent this year that Fringe worked so hard to reduce production costs for artists so it can remain a rich home for new and experimental shows!”

“Let’s celebrate the gift of the arts.

May the child in all of us be inspired to follow their dreams, hear the roar of the crowd & feel the excitement of the Adelaide Fringe, arguably the most raw, real & vibrant festival in the world. The Adelaide Fringe, famous for unveiling astonishing new artists, bringing international legends together & another great reason for some of us “home grown folk” to come back to show our family, friends & neighbors what you taught us how to do!”

“The month of February is one of my favourite times in Adelaide.

Some of my first exhibitions were in the Adelaide Fringe. It’s a great opportunity for artists to be involved.

It’s an honour to be asked to take this role in my home city.”

The Adelaide Fringe Ambassador Program is supported by South Australian Tourism Commission “ We are very pleased to be supporting Adelaide Fringe’s Ambassador program. The Ambassadors have helped Adelaide grow its reputation as a great festival destination both nationally and internationally.”

Rodney Harrex, Chief Executive, South Australian Tourism Commission

MARKETING MIX 81,000 followers

16,800 followers

55,100 followers

151,000

7% (2016)

73% (2016)

snapchat views

48% (2016)

116,000 email database 7% (2016)

#adlfringe

32,578 POSTS 2.18M website sessions 24% click-through rate (industry standard 23.5%)

12,000 Goosechase

submissions

23,000 Members database

MEDIA OUTCOMES Media value:

$27.2M Advertising space rate

Total media reports:

7,862 Mentions / Results

Circulation:

135.5 M Cumulative audience

“Over four huge weeks, the best entertainers and performers from right across Australia and the world descend on Adelaide.�

Martin Haese, Lord Major of Adelaide

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.

MISSION & GOALS GOAL 1: FULFILLED ARTISTS

GOAL 4: WOW

Attract a diverse range of cutting edge artists who leave the festival fulfilled, happy with the connection they made and audiences they attracted.

Surprise and wow the audience and be the most talked about festival in the world.

GOAL 2: THRIVING VENUES

GOAL 5: FINANCIALLY 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.

A VERY SPECIAL ANNOUNCEMENT

Thanks to $1 million in funding from the State Government, Adelaide Fringe will become the most affordable Fringe festival in Australia for artists to take part in and will, in turn, be more affordable than ever for audiences.

This funding will allow us to abolish the inside charge for artists on tickets under $35 and halve the inside charge on tickets over $35 for the 2018 Adelaide Fringe.

So what does this all mean? It means that Adelaide Fringe will put more money into the pockets of the amazing artists who make the festival what it is. It means that audiences will see more affordable ticket prices than ever.

It means that Adelaide Fringe will be able to continue to attract a diverse and high calibre range of artists.

Photo, Tony Virgo. Artist, Fringe Wives Club (Victoria Falconer, Tessa Waters & Rowena Hutson)

WORLD FRINGE DAY

This year Edinburgh Fringe is turning 70 years old. Their model, of an open access festival, has spawned hundreds of Fringe Festivals around the world.

To celebrate, Edinburgh Festival Fringe has created World Fringe Day, to be held annually in July.

“World Fringe Day is an incredible opportunity for fringe organisers, venues, participants and audiences to take part in a truly international celebration of creativity that will transcend national boundaries, demonstrating the power of arts and culture to bring people together” Shona McCarthy, Chief Executive of the Edinburgh Festival Fringe Society In 2016 Adelaide Fringe signed an MOU with Edinburgh Fringe; a historical agreement to work together to explore collaborative opportunities to learn from each other’s event delivery, investigate staff development and exchange information, while increasing and maximising opportunities for artists.

The 2017 World Fringe Day celebrations in Adelaide is supported by the British Consulate-General in Melbourne which represents the UK government and provides services to British nationals in South Australia, Tasmania and Victoria.

“We would like to say Happy Birthday to Edinburgh Fringe and thank you for inspiring Adelaide to put on its first Fringe 57 years ago. Adelaide is proud to annually host the second biggest Fringe Festival in the world.”

Heather Croall, Director and Chief Executive, Adelaide Fringe

British Consulate-General SA TAS VIC

Arghh!

Can’t wait to do it all again!

Photo, Trentino Priori. Artist, Gingzilla

Principal Partner

adelaidefringe.com.au buzz@adelaidefringe.com.au Phone: +61 8 8100 2000 Fax: +61 8 8100 2020