2016 Adelaide Fringe Be A Fringe Venue Vol. 2

Volume II; The Finer Points adelaidefringe.com.au | venues@adelaidefringe.com.au | Hotline +61 8 8100 2022 | Facebook/adelaidefringeartists

Photo: Trentino Priori

Be a Fringe Venue

Welcome

Key Dates

p p p p p p p p p 01 July 2015 Venue registration opens

07 October 2015 All Registrations close

03 August 2015 Artist Registration opens

27 November 2015

Fringe Program

I’m delighted to be writing to you as we embark on an exciting new era for the Adelaide Fringe. The Adelaide Fringe is about artists and venues and I want us to provide a thriving festival platform for all venues and artists.

To celebrate the start of this next chapter, we have unveiled a new brand. The Adelaide Fringe has a place in the hearts of so many different audiences, who love the Fringe because it’s bright, bold, energetic, vibrant and fun – something we hope is captured in the new look!

We will be painting the town pink for the month of Fringe and we have plans to light up the city like never before. Luminosity is the word and we hope the whole city will be glowing during Fringe with every venue lit up & easy to find no - matter where it is.

We are committed to growing audiences at the Adelaide Fringe. This year we will be working hard to help audiences discover the lesser known artists and the smaller venues. The entire team is here to support you all the way through your Adelaide Fringe journey so please do contact us for assistance.

All of the Fringe Team wish you a great 2016 Adelaide Fringe!

Heather Croall, Adelaide Fringe Creative Director & CEO

02 January 2016 Fringe Guide Released

13 February 2016 Fringe Parade

14 March 2016 Fringe Closing Night Party

Released Online

12 February 2016 Fringe Opening Night

13 March 2016 Fringe Awards Ceremony

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Contents

r r P.2

P.3

Venue Agreements

Venue Accessibility

rr rr P.4

Marketing your Venue

Ticketing

P.9

Public Liability

P.8

P.9

Liquor Licensing

r P.10

DISCLAIMER & PRIVACY POLICY Information in this publication was correct at the date of publication 8 July 2015. The Artist & Venue Resources on adelaidefringe.com.au are updated as new information comes to hand. To make sure you have the latest information check adelaidefringe.com.au regularly and/or contact the Artists and Venues team. This document was created by Adelaide Fringe and may not be reproduced without prior permission.

OHS&W

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Venue Agreements GET EVERYTHING IN WRITING!

INCLUDE:

Running a venue can be rewarding and fun. However, there is also a business side. We cannot stress to you enough the importance of having a written venue hire agreement in place, this applies even when you are offering your venue at no charge or to a friend.

Booking details (session dates, time, bump in and bump out etc.)

Clear installation and removal dates (Art & Design events) Hire fees (straight hire, commission sales etc.)

Technical requirements (who is responsible) Supply and use of venue equipment (chairs, tables etc.)

Venue set up each night (who is responsible) Venue pack down and cleaning (who is responsible)

Photo: Trentino Priori

Storage of props and/or artwork Box office and sales (who and how) Venue staffing Licensing fees (APRA/AMCOS/PPCA) Cancellation policy for both the artist and venue Many venues have existing ‘hire contracts’ and standard ‘terms and conditions’. These can be used but ensure contract are customised to reflect your individual arrangements with the artist.

kkk Even if you have verbally agreed to something with an artist, send a confirmation email or letter. This means that situations are not open to people’s own interpretation if issues do arise.

kkk Be clear, up front and honest with any charges that will be incurred by the artists for the venue providing staff and facilities (i.e. per hour charge, per performance etc.). Identify who is responsible, what they are providing and at what costs. Include this information in the venue hire agreement.

Additional fees not included in the venue hire Payment details and conditions Insurance Further Considerations Licensing conditions – are minors allowed on the premises? If so until what time?

Do you have noise restrictions?

Venue security Venue sharing details (other artists, other events, regular venue activities) Sponsorship opportunities/conditions Complimentary and house tickets

Ensure that if you have agreed to supply staffing, equipment and marketing support that you are confident that you will be able to meet artists’ expectations.

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Venue Accessibility When determining whether or not your venue is able to provide access for a person with disability, you will need to consider a number of physical attributes of the building. The points below should be used as a guide only to help you identify hazards and problems that are important to consider when providing access for a person with disability.

Further information and advice can be found from Accessible Arts and Access2Arts.

rrr

Do you have appropriate signage installed to direct people through the venue and to facilities?

Signage design and location should take into consideration that a person with a disability may also need to find their way around without someone escorting them. It is important that Braille should be included as part of the sign; and that there is a colour contrast between the details and the background of the sign is also taken into account.

Does a person need to step up or down to be able to enter/travel through the venue?

A building with steps is not considered to be accessible.

Any steps that are at the entry of the premise or in the path of the public to the venue space will cause issues for a person with disability. If this is the case with your venue, you should not promote your venue as being able to cater for a person with a disability.

rrr Are ramps available to the public?

Ramps that are provided into a property do not guarantee the property is considered accessible for a person with a disability. For a ramp to be considered to be an accessible ramp, it must be at a sloping gradient of not more than 1:8 for small ramps (1.52m long maximum), and not more than 1:14 for longer ramps.

rrr Do the public need to pass through doorways?

Doorways through the venue and to facilities are just as important as access into the premise. Doorways in which the public are required to go through should be built to provide a clearance of no less than 850mm.

The previous Australian Standard allowed for a minimum clearance of 800mm, so either construction is considered acceptable for existing venues.

Companion Card is a Government scheme that promotes the right of people with disability, who require a companion, to fair ticketing at events. It allows a companion to enter free of charge to participating events and venues.

Adelaide Fringe strongly encourages all venues for Fringe and all year round operations to become an affiliate of the scheme.

More information at Companion Card.

rrr Is an accessible toilet available to the public?

Toilet facilities for a person with a disability need to be accessible and constructed in accordance with the Australian Standard AS1428.1, which specify circulation space and height of amenities.

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adelaidefringe.com.au |Hotline venues@adelaidefringe.com.au | Hotline +61 8 8100 2022 | Facebook/adelaidefringeartists +61 8 8100 2022 | Facebook/adelaidefringeartists

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Marketing your Venue WHAT ADELAIDE FRINGE DOES Adelaide Fringe promotes the festival as a whole and drives audiences to pick up a Fringe Guide and head to adelaidefringe.com.au to search the program.

The campaign is huge and includes TV, radio, online, outdoor and print advertising and editorial.

‘What’s on’ or ‘Showing Next…’ billboards or black boards make it easy for the public to know what’s on offer at your venue.

Make your entrance stand out; do something quirky to highlight and welcome audiences to your venue.

Watch the 2015 Experience Something New Video Clip View 2015 Adelaide Fringe Guide

nnn WHAT CAN YOU DO It’s up to you as a venue to market your specific events.

Promoting your venue will require investment of time and/or money. What marketing activities you choose to do will be influenced by your budget and your reasons for wanting to be a Fringe Venue.

p Be diverse. Use different strategies and mediums to get noticed. If you work with the artists booked into the venue and combine your resources you’ll find that you can afford to do more and have more of an impact.

nnn 2016 Adelaide Fringe logos Include the Adelaide Fringe logo or FringeTIX logos on all your marketing, both in print and online, so people know you are part of the Fringe and how to get tickets. Logos can be downloaded from adelaidefringe.com.au in October. Adelaide Fringe provides the logos freely for your promotional use; however they are subject to copyright.

Adelaide Fringe logos must be used ‘as is’, they cannot be changed.

Program It could be a simple postcard or a 30 page booklet based on the amount of acts you have and any promotions with other venues. Encourage your artists to distribute this to promote their show.

nnn Signage Identify to the public that you are a Fringe Venue!

Adelaide Fringe will assist you with this by providing you with a sparkling 2016 Adelaide Fringe decal and matching lights.

More ideas: Review and poster displays are effective in grabbing attention and providing information to potential audiences. adelaidefringe.com.au | venues@adelaidefringe.com.au

adelaidefringe.com.au |Hotline venues@adelaidefringe.com.au | Hotline +61 8 8100 2022 | Facebook/adelaidefringeartists +61 8 8100 2022 | Facebook/adelaidefringeartists

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Marketing your Venue Promoting all the shows at your venue is important.

ONLINE Get creative and encourage the public to interact with your site! Link up all your social media and regularly update with show reviews, news and ‘behind-thescenes’ info.

Online information must be current.

Your website site should list all the Fringe activity happening in your venue and profile each show/artist.

List information such as show times, how to buy tickets and venue contact details and location.

Like all your artists’ and the Adelaide Fringe page.

Tag your artists and @adelaide_fringe in Facebook posts by typing into status updates.

Post about each event in your venue (more than once) and include an image and link to the event pages on adelaidefringe.com.au Post about ticket promotions and other specials the venue may be offering

ccc SOCIAL MEDIA Facebook.com/ADLfringe

Follow your artists and @adelaide_fringe on Twitter and re-tweet to your followers

Main page for all things Fringe, targeted at the general public

Use the #ADLfringe hashtag and any other hashtags that are being used by artists and events in your venue.

Facebook.com/ADLfringeHQ

The more creative you are with the message the more likely that it will get noticed and re-tweeted.

Info for all Fringe artists & venues Twitter.com/adelaide_fringe Instagram @ADLfringe

Follow your artists and @ADLfringe on Instagram.

YouTube.com/ADLfringeinc

Tag your photos with @ADLfringe and #ADLfringe so we can see them.

#ADLfringe

Post behind-the-scenes images to get people excited about your shows!

r Like or follow all your artists and get them to do the same! Work together to promote your venue and events.

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adelaidefringe.com.au |Hotline venues@adelaidefringe.com.au | Hotline +61 8 8100 2022 | Facebook/adelaidefringeartists +61 8 8100 2022 | Facebook/adelaidefringeartists

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Advertising ADVERTISING WITH FRINGE WE HAVE AN AUDIENCE ALREADY Advertising through Adelaide Fringe is effective in generating interest in your event. Artwork for your advert needs to be clear, strong and evocative to get people’s attention.

Adelaide Fringe offers different packages and options to suit every hip pocket!

www Adelaide Fringe Guide Fringe audiences use the Fringe Guide as their main source of information as to what to go and see.

Advertising in the Fringe Guide is a powerful and effective form of advertising.

www adelaidefringe.com.au Audiences can search for shows by genre, event name, date range and venue. Online advertising on adelaidefringe.com.au can be an affordable and effective way of promoting your venue.

www Adelaide Fringe App Providing a complete listing of all Fringe events and venues including venue maps and the ability to book tickets – It’s the one-stop shop for everything Fringe.

Visit adelaidefringe.com.au for further information on advertising with Adelaide Fringe

TREv (FORMERLY, FRINGE BENEFITS) TREv is a free membership program run by Adelaide Fringe for Adelaide’s 18 – 30 year olds which offers targeted promotion services for your event and venue.

The program communicates with over 21,000 members every week and is designed to engage young people in the arts by offering discounted tickets and special deals all year round.

TREv offers cost-effective marketing services including web adverts, e-news banners, SMS blasts and dedicated e-flyers.

For more information about using TREv, contact:

hello@trev.org.au or visit trev.org.au

Print Options There is a wide range of publications that may suit your audience.

Investigate print media early as some have long lead times Don’t limit yourself to the arts pages, other sections might also be relevant.

Buying advertising often helps get editorial, news or reviews in the same publication.

Our print partner Finsbury Green provides printing that won’t cost the earth!

Contact Richard Koch rkoch@finsbury.com.au 0411 408 526

Radio Commercial radio advertising has the potential to reach a very broad audience. It can be extremely effective if you make full use of all services radio stations have to offer.

Ask about a package that includes advertising, promotional on-air and street giveaways and interviews.

Community radio can be a cheaper alternative, however be aware, the cheaper the ad, usually the smaller the reach.

Online There has been a huge increase in online media coverage; rather than focusing on just one or two traditional news platforms you may want to consider pitching to some of the below sites. Do your research and work out which sites will hit your target market.

Editorial and advertising Adelaide Now Rip It Up The Clothesline The Thousands The AU Review Heckler InDaily Glam Adelaide Adelaide Theatre Guide

Advertising

Facebook ads Google AdWords TREv

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Publicity Publicity is a free flowing medium. It is not free advertising; you cannot buy it and you cannot control what the media says or writes about you. Publicity is driven by the news media.

Therefore you need to take the time to properly plan and develop the key messages you deliver to the media. You need to identify what makes your story newsworthy and why media should be interested in you more than the hundreds of other stories competing for the same media space.

There are a huge number of resources available online.

For example, check out pria.com.au.

JJJ

Adelaide Fringe will publish a list of media contacts in November across all media platforms for you to use.

Consider engaging an expert.

A publicist has contacts and existing relationships they can tap into which can be mighty helpful in getting the media’s attention.

Top Tips Give them a reason; why is your story more newsworthy than the other story?

Make it easy; have good information and images in formats they can use ready to go.

Be available; they will need the interview, information and images, yesterday.

Strong images are a powerful tool; pictorial editors have a lot of sway and influence.

Work with their time lines; often you will need to set up photo opportunities in the morning to make the next day’s paper. Therefore, events after 6pm are not useful for anyone other than social pictures.

“Awareness and publicity for our venue and region and some first time visitors” Balaklava Courthouse Gallery.

“Being a part of the fringe, with all the benefits that entails, and also the wonderful atmosphere created by a performance in a space not regularly used for that kind of thing.”

Barr Smith Library Reading Room.

“Working with fantastic artists and exposure to new customers.”

Ambassadors Hotel.

JJJ

Photo: Tony Virgo

Don’t complain; most media are working within impossible time lines and with increasingly fewer resources. They may not print exactly what you wanted, and occasionally they get their facts wrong. For the sake of your long-term media relationships, if they get it wrong, don’t complain, be gracious and offer them an opportunity for a new story with a different angle rather than asking for a correction to be published.

What’s most rewarding about being a Fringe Venue?

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adelaidefringe.com.au |Hotline venues@adelaidefringe.com.au | Hotline +61 8 8100 2022 | Facebook/adelaidefringeartists +61 8 8100 2022 | Facebook/adelaidefringeartists

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Fringetix FringeTIX is the ticketing service run by Adelaide Fringe. It’s the one-stop-shop for customers to purchase tickets to all Fringe events.

The information you enter into FERS will be converted into your venue page on adelaidefringe.com.au.

When tickets go on sale for events at your venue, customers can view the program and purchase tickets.

Adelaide Fringe has exclusive ticketing rights to all Fringe events and this is a condition of your registration and participation.

Photo: Trentino Priori

This means you cannot sell any tickets through another ticketing agency.

Once FringeTIX goes live in November, you will be able to monitor and track all sales associated with events held at your venue. This helps with tracking sales, ability to plan staffing and venue seating requirements and for a clearer understanding of box office management.

Remember to work out with your artists who will be providing front of house and box office for door sales.

111 You will be able to access two different reports as a venue:

SESSION SALES REPORT These can be accessed at any time to track sales.

SESSION CUSTOMERS REPORT These will be available when FringeTIX sales close 90 minutes prior to the beginning of each show. This report will be used at the box office to show you how many tickets you have available for door sales and the names of customers who have already purchased tickets or been allocated complimentary tickets.

adelaidefringe.com.au 1300 621 255

Door sales Door sales are any tickets for an event, sold at the door in the 90 minutes prior to the start of the performance.

All events come off-sale to FringeTIX 90 minutes prior to start time. You then need to download the Session Customer Report to see how many tickets are left for sale.

More information on ticketing is available in our Artists Magazine available from adelaidefringe.com.au.

111 “It was awesome to break away from the routine of the day to day running of a pub to being involved in the Fringe”.

Austral Hotel.

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Business Matters PUBLIC LIABILITY Venues As operating businesses and venues you have Public Liability insurance protecting you and your business against the financial risk of being found liable to a third party for death or injury, loss or damage of property or ‘pure economic’ loss resulting from your negligence.

If you are changing the normal use of your premises and/or supplying additional services and facilities outside of your normal operations (i.e. operating a bar, setting up temporary structures) we recommend that you check with your insurance supplier that you are covered by your policy.

XXX Artists In addition to you being covered for public liability, artists using your venue should also have their own public liability insurance or product liability.

It is the responsibility of the artist, group or company to take out public liability insurance against the risk of a member of the public being injured through the action of the artist or company or an item of their set or lighting rig etc.

XXX Further considerations Check and confirm with artists what your insurance covers and what it does not. Artists may ask if their equipment such as instruments and set props are covered under your insurance while in the venue.

For visual artists – is artwork insured under your policy?

LIQUOR LICENSING If you are planning on selling or supplying alcohol you may be required to obtain a liquor license under the Liquor Licensing Act 1997. For more info head to cbs.sa.gov.au.

Beverage partners

Adelaide Fringe is stoked that beverage partners Coopers, Rosemount Estate and Hills Cider are back on-board for 2016! For information on deals for Fringe venues, speak to the Artist & Venues team.

Beverage Partners Promotion The Beverage Partners Promotion is open to any venue that stocks at least one product from all three of our beverage partner products. The promotion is designed to drive sales through prize incentives for your patrons.

If you’re our lucky winning venue for 2016, you will win an ultimate day out for you and your staff.

Full details on how to get involved for the Adelaide Fringe 2016 Beverage Partners Promotion will be available from October this year. If you have any questions, drop us an email.

XXX Insurance Options Here’s a couple of suggestions. However you will need to do your own research to ensure you have the right insurance for your needs. cityrural.net.au and duckforcover.com.au are artist-friendly insurance providers and AON has an Entertainment Industry policy where APRA members receive a discount.

We also suggest you contact your nearest branch of BankSA to investigate their range of insurance products.

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Workplace Health & Safety Ensuring the health and safety of all audiences, artists and venue staff is a shared responsibility between artists and venues.

Good management, risk assessment and planning will reduce incidents in the work place. If you are unsure what certain legislation requirements are regarding safety and hazards, or whether you are meeting them, it’s a good idea to check with Safework and Workcover. Artists and Venue Managers have a responsibility to meet WHS guidelines and Building Safety Standards.

All venues should have WHS policy and Emergency Procedure Protocols (EPP) on site and accessible at all times.

BASIC CHECKLIST: Exit and entry areas are clear and easily accessible.

Thoroughfares are well defined and clearly marked.

Adequate provision of toilets and hand washing facilities.

Availability of clean fresh water for both staff and attendees.

HELPFUL LINKS Venue Accessibility Advice Accessible Arts and Access2Arts Venue Safety Safework and Workcover Liquor Licensing Consumer and Business Services Public Liability Insurance City Rural, duckforcover.com.au and AON Music Licensing APRA and PPCA Local Councils Adelaide City Council or search for yours here Legal Assistance Minter Ellison or Arts Law

Adequate signage for entries, exits, toilet facilities etc.

Adequate safety and warning signage for events such as the use of strobe lights or smoke machines.

Emergency Procedure Protocols in place.

Adequate first aid facilities.

Evidence of electrical safety can be provided upon request from an authorised person.

Adequate protection of the public from electrical shock and trip hazards from cords are minimised.

Lighting is correctly secured and clear of flammable material.

Suitable emergency lighting is available.

Temporary seating checked for safety and security (and built to Australian standards).

Development applications for non-traditional venues locations (gardens, laneways, vacant buildings etc.).

Photo: Trentino Priori

Safety induction undertaken with workers and artists.

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