Page 1

2 0 1 7 I M PA C T R E P O R T

PERTH, WESTERN AUSTRALIA


2 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

Djuki Mala. Photo by Johannes Reinhart


CONTENTS // 3

Contents Welcome

// 04

2017 At A Glance

// 06

What is FRINGE WORLD?

// 08

The World of Fringe

// 10

Audience Profile

// 13

Cultural Visitation Cultural Outcomes

// 23 // 29

Social Outcomes

// 35

Participating Artists

// 43

Partnership Activities

// 55

Media and Marketing Reach Outer Fringe Regional Program Rooftop Movies

// 61 // 67 // 71

Economic Impact

// 75

Report Methodology

// 84

FRINGE WORLD Future

// 87

2017 FRINGE WORLD Awards

// 91

FRINGE WORLD Team

// 94

FRINGE WORLD Partners

// 95


4 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

Welcome! 2017 is a big year in the history

FRINGE WORLD continues to attract

sold across 4,869 individual

of Fringe around the world and a

new as well as returning audiences

performances increased from 56.4%

significant year for the FRINGE WORLD

across all demographics each year.

to 63%,

Festival in Perth.

Over the 2013 to 2017 period it is worth highlighting that numbers in

FRINGE WORLD stimulates

It’s the 70th anniversary of the

the 50+ age brackets increased by

the economy through Festival

original Edinburgh Fringe from which

over 530%.

production expenditure and

all others were born and it’s the 6th

attracting huge numbers of people

anniversary of FRINGE WORLD, now

The Festival now has as many 54-59

into Fringe areas, resulting in

recognised as the third largest Fringe

year olds buying tickets as it does

expenditure at local businesses.

in the world and the largest annual

24-29 year olds, a genuine rarity in

event in WA.

the arts, event and entertainment

In 2017, visitors to FRINGE WORLD

industries and one of the key ways

spent over $60.6 million dollars with

FRINGE WORLD has reported its

that Fringe is developing audiences

a total flow on economic impact

impact across cultural, social and

for the arts across generations.

of $84.3 million, equating to 1,857

economic terrains over the last five

FTE jobs. For every $1 invested by

years using a consistent methodology

Audience, stakeholder and participating

the WA state government, $77 was

that was developed with BOP

artist satisfaction and perception

returned to the local economy.

Consulting UK - a leading international

remained consistently positive across

agency for cultural impact reportage.

more than fifty different survey fields

The value of media reach and

and improved in some areas, compared

coverage across the festival also

to previous years.

grew to over $10 million in 2017,

This has been an important tool to transparently track the growth of

reaching a potential audience of

the Festival and inform its ongoing

Those that have observed the rapid

development.

annual growth of FRINGE WORLD will

close to 54 million.

note that the Festival maintained

FRINGE WORLD continues to

The primary source of evidence

2016 levels of events, venues,

promote Perth to the world,

supporting the findings of this Impact

performances and participating

contributing significantly not only

Report alongside ticketing data are

artists. This was by strategic design

to ‘brand Perth’, but more broadly

comprehensive surveys completed

as 2017 was framed as a necessary

‘brand WA’ as the reputation of the

by public, participants. and local

year of consolidation.

festival continues to grow nationally

businesses.

and internationally. Keeping the number of shows on

More than 7,100 surveys were

sale consistent with 2016 numbers

As the following pages attest,

completed in 2017 including

whilst continuing to grow market was

FRINGE WORLD has been a game-

contributions from more than 6,600

a means to avoid market saturation,

changer for Perth and Western

audience members.

maintain critical mass across key

Australia.

precincts and venue networks and The following pages are filled with

increase the chance for all shows in

It’s an event that will continue to

statistics and infographics derived

the Festival to better perform.

deliver large positive impact across

from this data providing key insights

the areas of urban vitality, civic

and analysis alongside headline

The sales results for the year speak

pride, social cohesion, community

quotes from various media sources

to this. Total box office across the

engagement, economic stimulus and

and participants.

Festival grew from $9.3 million to

the development of the local cultural

$10.2 million and the average capacity

industries and creative ecology.


WELCOME MESSAGE // 5

The Pleasure Garden. Artist: Tessa Waters. Photo by Johannes Reinhart.


FRINGE WORLD FESTIVAL

2017: AT A GLANCE THE PROGRAM

711 147 EVENTS

VENUES

4,869

GENRE SPLIT

INDIVIDUAL PERFORMANCES

42% COMEDY

THE ARTISTS

3,450 ARTISTS

ARTIST ORIGINS

69%

22%

9%

WA

INTERSTATE

INTERNATIONAL

PREMIERE EVENTS

134

WA PREMIERES

58

AUS PREMIERES

86% OF ARTISTS WERE SATISFIED WITH THEIR EXPERIENCE IN 2017.

287

WORLD PREMIERES

96%

OF ARTISTS WOULD RECOMMEND PERTH AS A PLACE TO VISIT.

$60.6 MILLION VISITOR EXPENDITURE

11%

MUSIC & MUSICALS

14%

THEATRE

15%

CABARET

4 2 % CO M E DY · 1 5 % C A B A R E T · 1 4 % T H E AT R E · 1 1 % M U S I C & M U S I C A L S · 6 % C H I L D R E N’S E V E N T S · 4 % F R E E & CO M M U N I T Y · 3 % C I R C U S · 2 % V I S UA L A R T S · 2 % DA N C E & P H Y S I C A L T H E AT R E · 1 % F I L M & M U LT I M E D I A

$84.3 MILLION ECONOMIC IMPACT


AUDIENCE & ATTENDANCE

MEDIA & MARKETING

758,184

$10,028,770

ATTENDANCE AT FREE AND TICKETED EVENTS

WORTH OF MEDIA COVERAGE

359,987 ATTENDANCE AT TICKETED EVENTS

2012

2013

372,431

215,956

151,773

660,093

Attendance from FRINGE WORLD Fairground at Elizabeth Quay.

758,184

989,675

AUDIENCE GROWTH

2014

REACHING AN AUDIENCE OF

53,923,990 81,000+

EMAIL SUBSCRIBERS

2015

2016

2017

$10,218,992 SPENT AT THE BOX OFFICE

63%

$31.52

AVERAGE BUMS ON SEATS

AVERAGE TICKET PRICE

44,000+ FACEBOOK FANS

15,400+

INSTAGRAM FOLLOWERS

1,214,127 TOTAL WEB SESSIONS FROM DEC 8 2016 - FEB 19 2017


8 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

The World of Fringe

OAHU FRINGE,

Over the last 70 years, the

HONOLULU.

spark which was ignited in Edinburgh in 1947 has circled the globe and the fringe model has been emulated from Australia to France, Canada to Prague, South Africa to Brighton,

There are over 200 Fringe Festivals happening across the world today.

China to Brazil, and everywhere in between.

They come in all shapes and sizes depending on where they are but

The fringes of the world

regardless of differences in scale

are united by a desire to provide a platform for artists to come and present their work in truly unique environments that are inclusive, inspiring, and often life-affirming.

and context, they all have some

A number of industry networks

things in common.

are in place to support Fringe Festivals around the world

This includes a shared history that

including the Canadian Association

started in 1947 in Scotland when

of Fringe Festivals (CAFF), the World

eight local theatre companies

Festival Network and the World

mounted an alternative program

Fringe Alliance, a select group of

on the edges of the first Edinburgh

nine of the best Fringe Festivals

International Arts Festival.

with FRINGE WORLD, Perth a proud

Fringes are known for

founding member.

innovation, igniting creative genius and supplying the creative food chain with the stars of the future.”

Today Edinburgh Fringe is the largest arts festival and marketplace in the

Through the World Fringe Alliance,

world and its open access spirit has

FRINGE WORLD is able to connect

spawned a huge network of Fringe

Western Australian artists with

Festivals built on a similar ‘give

international and national touring

anyone a go’ democracy.

opportunities.

- Shona McCarthy, Chief Executive Edinburgh Festival Fringe Society. edfringe.com

ESTABLISHED

ESTABLISHED

ESTABLISHED

ESTABLISHED

1947

1960

1974

1997

1

2

3

4

EDINBURGH FRINGE (2016)

ADELAIDE FRINGE (2017)

GRAHAMSTOWN FRINGE (2016)

NEW YORK FRINGE (2016)

3,269 Events

1,160 Events

350 Events

193 Events

294 Venues

453 Venues

50 Venues

16 Venues

50,266 Performances

5,250+ Artists

227,524 Attendees

1,100 Performances

2,475,143 Tickets Sold

650,000+ Tickets Sold


WORLD FRINGE ALLIANCE // 9

AZORES FRINGE, THE AZORES ARCHIPELAGO

FRINGE WORLD,

OFF PORTUGAL.

PERTH. 3RD LARGEST FRINGE IN THE WORLD!

ESTABLISHED

ESTABLISHED

ESTABLISHED

ESTABLISHED

ESTABLISHED

2001

2005

2006

2008

2011

5

6

7

8

9

BRIGHTON FRINGE (2016)

AMSTERDAM FRINGE (2016)

PRAGUE FRINGE (2016)

HOLLYWOOD FRINGE (2016)

FRINGE WORLD (2017)

936 Events

46 Events

52 Events

296 Events

711 Events

175 Venues

40 Venues

270 Performances

50 Venues

147 Venues

7,215 Attendees

1,554 Performances

4,869 Performances

4,500+ Performances 200,000 Tickets Sold

1,453 Artists

3,450 Artists

535,093 Attendees

56,000+ Tickets Sold

359,987 Attendance at Ticketed Events 758,184 Attendees at Free & Ticketed Events


10 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

What is FRINGE WORLD?

As Edinburgh Fringe clocks up seventy years, it might be a good year to think about the original impulse – the Fringe, not as a corporate growth

FRINGE WORLD is a summer

FRINGE WORLD is knows for its

celebration held in Perth, Western

transformations of public spaces

Australia during the city’s buzzing

with lots of ‘pop-up’ venues and

summer festival period.

hubs alongside performances being staged in unorthodox and unusual

Since a pilot program in 2011,

spaces throughout the city and

FRINGE WORLD has quickly grown

surrounds.

to become the largest annual event in Western Australia and the third

It’s a very relaxed and welcoming

and management model,

largest Fringe in the world in terms

festival. Audience members are not

but as a reaction, as a

of tickets sold.

expected to ‘frock up’ to attend

creative response to mediocrity, mainstream and exclusiveness.

and this friendly atmosphere has a FRINGE WORLD offers a

history of attracting a wide diversity

smorgasbord of choice for punters

of punters, many of whom don’t

with the variety of different styles

usually engage with the arts.

on offer and due to the wide variety

True Fringe is never about repetition for its own sake. Real Fringe is when you sit on the edges of your own personal mainstream, and then leap away to somewhere even edgier.”

of shows competing for audience,

FRINGE WORLD Festival is produced

ticket prices tend to be low. This

by Artrage Inc, a Not-For-Profit

allows audiences to experiences

cultural organisation and charity

lots of different shows and try out

that has been at the forefront

things they might not normally see.

of enriching and evolving the creative arts and culture of Western

The annual program of events is

Australia since 1983.

all about big variety and offering something for everyone including

The 2017 FRINGE WORLD Festival

comedy, circus, theatre, visual

was held from 20 January to 19

arts, music and musicals, film,

February. The 2018 Festival will

- Paul Levy, Reflections on Fringe

dance and cabaret presented by

be held from 27 January to 25

from FringeReview founder Paul

Western Australian artists alongside

February.

Levy, FringeReview.com. June 2017

performers from all over the world.


WHAT IS FRINGE WORLD? // 11

OPEN ACCESS FRINGE WORLD is open access. Any one can participate. Individuals, companies and venues choose to present their show in the Fringe. All costs associated with developing the show are covered and managed by the participants. Unlike traditional arts festivals like PIAF, FRINGE WORLD does not curate the program, buy any shows, employ artists directly or invest in the development of works.

VARIETY OF VENUES Some venues are managed by the Fringe, others by independent promoters and producers. The Fringe assists artists to find the right venue for their show and artists can also find their own venue. Shows generally give a percent of their box office income to the venue to help cover overheads. This shared risk model allows shows to be presented without the need for participants to cough up venue hire and production costs at the start of the season.

BOX OFFICE FRINGE WORLD manages a platform of registration, ticketing and marketing services that are designed to assist participants to find success and yield box office returns. Participants pay a registration fee to participate in the Fringe as a contribution towards these management and marketing costs. Since inception, FRINGE WORLD has offered some of the cheapest registration fees of any Fringe in the world.

MARKETING FRINGE WORLD manages a very large marketing campaign that promotes the overall Festival. The promotion of individual events primarily remains the responsibility of the event presenters. This creates a lot of competition for audiences, which is one of the reasons why Fringe is seen as a place where artists develop industry skills and get to test their work in a marketplace before touring them elsewhere.

ARTISTS RETURNS Artists participate in Fringe for many reasons. Alongside the potential for financial gain, artists also seek the creative and professional development opportunities offered by being part of the Fringe artist community. Participants access a range of artist services, including an exclusive Fringe Artist Club, discounted drinks and food and they also get to see other Fringe shows for free - a fantastic benefit we believe is unique to FRINGE WORLD.

NOT-FOR-PROFT FRINGE WORLD is produced by a Not-for-Profit cultural organisation and charity. The Festival aims to deliver the best value return to participants. This is possible only through subsidising the cost of producing the festival through government funding support, sponsorship and other independent revenue, such as bar and food operations at the Fringe. Any profit generated by the Festival is invested in the local WA cultural ecology and in developing the Fringe further.


12 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

Baby Got Back. Photo by Daniel James Grant


AUDIENCE PROFILE // 13

Audience Profile Among the entertainment offerings in Western Australia, FRINGE WORLD continues to be peerless in its breadth, depth and scale of market reach. Whilst other arts or entertainment offerings traditionally attract a relatively narrow audience segment, FRINGE WORLD continues to grow audiences across all age segments and demographics.


14 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

FRINGE WORLD TICKETED ATTENDANCE BY AGE

46,251

49,738

51,917 42,710

8,919

9,359

12,222

11,451

12,332

20,370

24,994

654

220

10,240

22,009

40,586

2013

52,135

53,987

2017

< 17

18 - 23

24 - 29

30 - 35

36 - 41

42 - 47

48 - 53

54 - 59

60+

The levelling of the age demographic ‘bell-curve’ over the last four years illustrates strongly how Fringe audiences have both grown and diversified.

MEDIAN AGE COMPARISON 44.5

2017

35.7

2016

< 17

18 - 23

24 - 29

30 - 35

36 - 41

42 - 47

Greater Perth 2015 (ABS)

FRINGE WORLD 2017

48 - 53

54 - 59

60+


AUDIENCE PROFILE // 15

AUDIENCE OCCUPATION

1.3%

3.1%

8.8%

Technical

5.8%

Other

Unspecified

Student

6.5%

Retired

3.5%

1.5%

Home Duties

Unemployed

53.3%

Professional

7%

Identify with an ETHNIC OR CULTURAL GROUP

16.3%

Office/Admin

16%

ACCOMPANIED A MINOR under the age of 18 to an event

27%

WORK IN THE PERTH CBD inc. East, West & Northbridge

This year’s increased box office intake points to a new audience enjoying the festival as well as returning festivalgoers getting their Fringe binge. Kitten [Participant from Kitten N’ Lou] thinks the attendees to their shows are some of the most amazing they have encountered. ‘This city and this Fringe is really special. People really appreciate getting to see something different’.” - Annelies Gartner, Perth love to binge on Fringe, The West Australian, 13 Feb 2017


16 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

PERTH METROPOLITAN AUDIENCE DISTRIBUTION Number of Tickets sold by Postcode

15,000+

15,000

8,500

6,500

4,000

2,500

1,000

500

Ticket purchasers come from households in every residential postcode in the Perth metropolitan area. FRINGE WORLD reaches more suburbs than any other Perth event!

Top Postcodes with highest ticket sales: 1. Perth (6000) 2. Karrinyup/Churchlands (6018) 3. Mount Lawley (6050) 4. Scarborough (6019) 5. Subiaco (6008) 6. Hamilton Hill (6163) 7. Wembley (6014)


AUDIENCE PROFILE // 17

FRINGE WORLD PROMOTES PERTH TO THE WORLD! Visitation from interstate and overseas

31%

1.7% Surveyed Audience

Artists

[Participant Jeffrey Jay Fowler] ‘Fringe is attracting, keeping, sustaining, and developing our artists; there is an option to stay and do a Fringe show, and I think that’s proof Fringe is doing great things for artists and live art’.” - Katie McDonald, Money a Fringe Factor for local talent, Business News, 10 Feb 2017

NET PROMOTER SCORE

77

Net Promoter Score (NPS) is a performance metric used to rate a company’s customer service and how likely a customer would be to recommend a company to people they know.


18 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

TOP 3 REASONS FOR ATTENDING AN EVENT

66%

60%

56%

To be ENTERTAINED

To enjoy the FESTIVAL ATMOSPHERE

To see a SPECIFIC SHOW

Despite, or maybe on account of, the West Australian economy having been buffeted by the resources downturn, the Fringe World Festival has experienced year-on-year growth since it relocated to its late summer slot on the calendar in 2011.” - Michaela Boland, Downpours fail to dampen enthusiasm for Perth’s arts festival, The Australian, 15 Feb 2017

CULTURAL CONSUMPTION IS THE PRIME MOTIVATOR FOR AUDIENCE VISITATION AT THE FRINGE What would you To expose themselves / others to arts and

Just to enjoy a DRINK / MEAL

cultural EXPERIENCES

have done if you had not made this trip to FRINGE WORLD? (stayed home)

69%

37%

35% 11%

9% 2016

68%

2017

2016

2017

2016

2017


AUDIENCE PROFILE // 19

TOTAL ATTENDANCE AT FREE AND TICKETED EVENTS

2012

151,773

2013

215,956

2014

372,431

2015

660,093

2016

989,675

2017

758,184

Whoa! Thatâ&#x20AC;&#x2122;s a whole lot of people! This spike in 2016 attendance was because of the special one-off program at the FRINGE WORLD Fairground to celebrate the opening of Elizabeth Quay.

POSITIVE WORD OF MOUTH DRIVES FRINGE WORLD GROWTH

59%

86%

86%

Of accounts on the FRINGE

Have ATTENDED TWO OR

VISITED MORE THAN ONCE

WORLD website were created

MORE FRINGE WORLD

during the 31 day Festival.

by NEW CUSTOMERS in 2017.

FESTIVALS since it was established in 2011.

4.4

AVERAGE NUMBER OF TICKETS PURCHASED per customer on the website.


20 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

El Bizzaro. Photo by John Marshall


AUDIENCE PROFILE // 21


22 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

Djuki Mala. Photo by Johannes Reinhart


CULTURAL VISITATION // 23

Cultural Visitation FRINGE WORLD offers something for everyone, and this is reflected in its broad audience base and ability to reach every domestic postcode in Perth. FRINGE WORLD proudly attracts a mainstream audience. Only 39% of the 2017 surveyed audience would be considered high cultural consumers, attending cultural events at least once a month.


24 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

AVERAGE CULTURAL VISITATION Over the past 12 months, how often did you attend an arts or cultural event?

At least once a month

3-4 times a year

1-2 times a year

Never

39%

45%

14%

1.5%

CREATING

2012

BIG

56%

CULTURAL

CONSUMERS!

Fringe continues to grow its proportion of non-traditional arts market and mainstream audience members. Their attendance is particularly useful for the cultural and performance venues participating in the Fringe as it assists them in broadening their audience base and increasing their annual patronage.

What kind of Arts and Cultural events did you attend in the last 12 months?

70%

68%

67%

56%

43%

38%

29%

27%

26%

7%

2%

Music

Film

Comedy

Theatre

Cabaret

Circus

Visual Arts

Dance

Community

Literature

Other

(Up to 3 options allowed)


CULTURAL VISITATION // 25

AVERAGE CULTURAL VISITATION Which of the following performance venues have you been to in the last two years?

The Pleasure Garden Perth Arena Crown Theatre (Burswood Theatre) Luna Cinemas Art Gallery of WA Perth Convention & Exhibition Centre De Parel Spiegeltent His Majestyâ&#x20AC;&#x2122;s Theatre The Regal Theatre State Theatre Centre of WA Perth Concert Hall Fremantle Arts Centre Chevron Festival Gardens The Rosemount Hotel Subiaco Oval Rooftop Movies Somerville Auditorium NIB Stadium Perth Institute of Contemporary Art (PICA) Moonlight Cinemas The Blue Room Theatre Movies by Burswood Belvoir Amphitheatre Quarry Amphitheatre Subiaco Arts Centre Metro City Fly By Night Club Red Hill Auditorium Badlands Bar

68% 60% 56% 46% 45% 45% 41% 41% 34% 32% 31% 31% 30% 23% 23% 22% 20% 20% 18% 18% 16% 15% 12% 12% 11% 11% 10% 9% 6%


26 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

Fringe Central. Photo by Wade Ranson


CULTURAL VISITATION // 27


28 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

The Edith Spiegeltent. Photo by Sebastian Mrugalski


CULTURAL OUTCOMES // 29

Cultural Outcomes The Fringeâ&#x20AC;&#x2122;s popularity has been spurred in part by its distinctiveness and great value. FRINGE WORLD is a stepping stone for mainstream audiences to try out arts and culture. The Festival stimulates the desire to experience more cultural activities throughout the year.


30 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

REASONS FOR ATTENDING What are your favourite things about FRINGE WORLD?

The atmosphere and vibe

87.7%

The variety of shows

78.1%

That it brings the streets of Perth alive with people and entertainment

70.9%

The affordability of shows

62.2%

That it brings arts and culture to Perth

57.5%

The variety of venues

40.5%

93%

Of the surveyed audience believe that FRINGE WORLD enables them to see HIGH QUALITY PERFORMANCES THEY WOULD OTHERWISE NOT SEE.

INCREASED ACCESS TO ARTS EVENTS The average ticket price at the Festival was $31.52 and there were 76 FREE EVENTS on offer, including buskers in the Perth Cultural Centre and The Pleasure Garden, silent disco and mermaids. The free events and increased busker entertainment at the Festival added to the outdoor environments. Our audiences love checking out buskers pre- and postshow, or as a value add to a dinner date at a Festival venue.

That same weekend Perth’s internationally recognised Fringe Festival was cowing crowds throughout the city with shows that raked in over $10 million of box office takings and were attended by 750,000 punters.” - David Allan-Petale, The future of WA’s economy: Putting the arts in the spotlight, Sydney Morning Herald, 1 March 2017


CULTURAL OUTCOMES // 31

ENCOURAGE GREATER CULTURAL PARTICIPATION IN FUTURE

FRINGE IS INCREASING THE LIKELIHOOD THAT AUDIENCES WILL ENGAGE WITH ARTS AT OTHER TIMES DURING THE YEAR.

98%

92%

PLAN TO ATTEND FRINGE

Believe their FRINGE WORLD

WILL TAKE GREATER RISKS

WORLD again in 2018.

visit has made it MORE

and see less well known arts

LIKELY THEY WOULD ATTEND

events in the future.

83%

MORE ARTS EVENTS in the future.

DISTINCTIVENESS AND QUALITY

FRINGE BRINGS THE STREETS ALIVE WITH QUALITY ARTS EVENTS PRESENTED BY WESTERN AUSTRALIAN PERFORMERS ALONGSIDE ARTISTS FROM AROUND AUSTRALIA AND THE WORLD. Think FRINGE WORLD

Believe FRINGE WORLD

SHOWCASES CHALLENGING

EVENTS ARE UNIQUE in

PERFORMANCES from around

relation to other events they

the world.

have experienced,

91%

92%


32 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

The Gold Digger. Photo by Matthew Parker


CULTURAL OUTCOMES // 33


34 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

Summer Jazz Soiree. Photo by Tashi Hall


SOCIAL OUTCOMES // 35

Social Outcomes FRINGE WORLD has been at the forefront of the transformation of Perthâ&#x20AC;&#x2122;s Dullsville tag, The Festival brings Perthians from every postcode together for a month-long celebration that stimulates long term social cohesion within the community. Fringe-goers are spoilt for choice with the Festival offering them the opportunity to experience entertainment in their neighbourhood or further afield in one of the 140+ venues spread across the Perth metro area.


36 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

ACTIVATION OF PERTH CITY AND SURROUNDS

FRINGE WORLD offers the people of Perth the

In Fremantle and to the South there were 18

opportunity to experience the Festival close to

venues, including the very first Fringe show

home in their neighbourhood as well as visiting

performed on Rottnest Island.

other spaces and places throughout the metro area.

Perth’s Northern suburbs featured 10 Fringe venues and the Western suburbs had 11 venues and

The bulk of Fringe events were held in Northbridge

performance spaces, including the picturesque

at FRINGE Central, The Pleasure Garden and various

Sunset Veranda at Scarborough Beach.

venues and programs throughout the precinct, such as Noodle Palace, Gelo and The Blue Room Summer

Mandurah’s Hub Bub mini-festival has gone from

Nights. The Festival’s Perth CBD presence was

strength-to-strength and Geraldton’s Funtavia

boosted with the new hub at the Cathedral Square

returned to entertain the people of the Coral Coast

precinct; home to five venues, including The Edith

with Fringe-tainment.

Spiegeltent.


SOCIAL OUTCOMES // 37

IMPROVED IMAGE OF PERTH

FRINGE BUILDS SOCIAL COHESION AND TRANSFORMS THE COMMUNITY’S PERCEPTION OF THE ARTS.

96%

Feel that FRINGE WORLD contributes to making Northbridge and Perth city centre a more vibrant place.

90% 98% 89% 96%

Are more likely to visit the city in the future after their visit to FRINGE WORLD.

Believe that FRINGE WORLD is an important addition to Western Australia’s cultural life.

Believe that FRINGE WORLD is an event that brings the whole community together.

Agree that FRINGE WORLD contributes to making Perth special as a city.

FRINGE ADDS VALUE TO THE PERTH BRAND.

96%

85%

90%

Of participating artists

Think FRINGE WORLD

Agree that FRINGE WORLD

RECOMMEND PERTH AS A

INCREASES THEIR PRIDE IN

PLACE TO VISIT.

PERTH as a city.

promotes Perth as A CITY THAT IS GLOBALLY CONNECTED.


38 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

PERCEPTION OF SAFETY

AUDIENCES AGREE FRINGE WORLD HAS CONTRIBUTED TO THEM FEELING SAFER IN NORTHBRIDGE AND THE PERTH CITY CENTER. 2012

2017

55%

69%

Northbridge and the Perth CBD has historically

in Northbridge after midnight, the Festival didn’t

struggled to attract a diverse audience range

encounter any issues in 2017.

at night, due to concerns about safety. FRINGE WORLD has been a game-changer in transforming

The Festival’s survey response towards safety

the community’s perceptions of the precinct,

peaked in 2014 with 78% agreeing that the

through attracting broad age demographics

Festival has contributed to them feeling safer in

to Fringe shows. The positive experience that

Northbridge and the Perth city centre. The trend

audiences have at Fringe has a flow-on benefit for

downwards is likely attributed to the broader

retailers and businesses in the precinct.

societal concerns towards increased crime in the Perth metro area.

Whereas in 2016 there were some artist concerns reported in the media about perceptions of safety

An old joke about Perth was that passengers on planes flying from the eastern states were advised to set their watches back five years when they touched down in the west. But that belies the fact WA is a creative place that punches well above its weight....Clearly there’s talent in WA, and the arts sector has worked very hard over many years to help Perth and WA shake off its Dullsville tag.” - David Allan-Petale, The future of WA’s economy: Putting the arts in the spotlight, Sydney Morning Herald, 1 March 2017


SOCIAL OUTCOMES // 39

HEARTS AND MINDS For a Festival that has just celebrated its sixth birthday, the positive public sentiment that it has achieved is large. The hundreds of thousands of audience members who have attended FRINGE WORLD since 2012 know the value of the Festival, which is well on its way towards embedding itself in the hearts and minds of all Western Australians.

99%

99%

97%

Agree that FRINGE WORLD

Think that attending FRINGE

Agree that the STATE

SHOULD CONTINUE TO

WORLD is SOMETHING YOU

GOVERNMENT SHOULD

BE PRESENTED in the

SHOULD DO ANNUALLY.

foreseeable future.

SUPPORT THE FRINGE so that it can continue to benefit the Western Australian community.

76%

Think FRINGE WORLD IS ONE OF THE TOP 5 BEST THINGS about Perth.

5%

FRINGE WORLD ANNUAL EXPENDITURE CONTRIBUTED TO BY STATE GOVT.

‘The summer months are some of the busiest and one of the most exciting periods of the year for the city,’ Ms Scaffidi [The Right Honourable The Lord Mayor Lisa Scaffidi] said.” - Rhianna Mitchell, Fringe World transforms Northbridge into cultural bonanza, The West Australian, 23 Jan 2017


40 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

FRINGE WORLD Mermaids. Photo by Tenae Francis


SOCIAL OUTCOMES // 41


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Lil Darlings of Vaudevile. Photo by Tenae Francis


PARTICIPATING ARTISTS // 43

Participating Artists FRINGE WORLD delivered over $8.6 million gross box office to artists in 2017. The Festival is now the largest performance platform in the State and we are proudly recognised as one of the friendliest and most supportive Fringes in the world. Artists participate in the Fringe for a range of reasons. FRINGE WORLD supports their vision and helps to achieve their goals.


44 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

ARTIST AGE RANGE

32%

As the Fringe has matured so have our artists!

2015 2017

24.8% 22% 18.9% 16.6% 14% 12%

10.7% 9%

9.6% 5.9%

1%

2%

<17

18 - 23

24 - 29

30 - 35

36 - 41

42 - 47

7%

3%

4.5% 3%

48 - 53

54 - 59

ARTIST ORIGINS

69%

22%

9%

4%

60+


PARTICIPATING ARTISTS // 45

ARTIST FEEDBACK

[Digby, participant from Furnace and the Fundamentals] ‘We’ve always wanted to be a part of Fringe, it’s such an open-minded audience and there’s so much diversity,’ he said. ‘People don’t need to know who you are to want to come and check you out and really get involved in the shows’.” - Dave Gardiner, Fringe World Perth: Furnace and The Fundamentals bring unique brand of mashed-up party covers, The Guardian Express, 20 Jan 2017

83%

86%

2016

2017

Are SATISFIED WITH THE FRINGE WORLD FESTIVAL from the perspective of a participant.

Agree that FRINGE WORLD

71%

78%

is A PLATFORM TO ACCESS AN AUDIENCE THEY WOULD OTHERWISE NOT HAVE ACCESS TO.

2016

2017

Agree that participating

75%

78%

in FRINGE WORLD is IMPORTANT TO THE DEVELOPMENT OF THEIR CRAFT as an artist.

2016

2017


46 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

PARTICIPATING ARTISTS BENEFITS

$8.6 MILLION Was delivered to artists in gross box office returns* along with other benefits such as...

Artists Passes

Access to the Artist Club

Support from the Festival Team

Access to a huge audience

THE BUDGIE SMUGGLER: FRINGE WORLD ARTIST CLUB

MARKETING & GENERAL SUPPORT

The Budgie Smuggler: FRINGE WORLD Artist Club

As an open-access platform, FRINGE WORLD

first started in 2014. Entry is only for artists and

markets the Festival as a whole, including

Fringe staff and it provides subsidised drinks and

managing a significant advertising campaign,

eats plus late-night entertainment for artists.

website and sales platform along with producing key print materials such as the Festival Guide. The

Artists love that it gives them an exclusive space

promotion of individual events is the responsibility

to relax and network with fellow participants post

of the event presenter. As such, there’s shared

their show each night across the festival.

risk and both events and the Festival share the responsibility of putting their best efforts into marketing. The Festival provides marketing advice to events and offers participants a number of free or optin marketing opportunities, which are particularly

58%

Of participants went to The Budgie Smuggler TWO OR MORE TIMES.

useful for visiting artists and those just starting their career. The marketing opportunities that the Festival provides includes arranging and promoting media reviews, website advertising, low-cost printed material and signage display opportunities at Festival hubs.

*Gross FRINGE WORLD box office sales less ticketing fees, including door/external sales and estimated busking collection.


PARTICIPATING ARTISTS // 47

ARTIST PASSES All artists and contributors to Festival events received a FRINGE WORLD Artist Pass, giving them access to a range of benefits, many of which are not offered by any other Festival in the worldwide

Fringe network. The pass gives artists free entry to FRINGE WORLD ticketed events, food and beverage discounts at key local businesses plus entry into The Budgie Smuggler: FRINGE WORLD Artist Club.

- Graeme Watson, Trevor Jones: When Miley and Mozart collide, OUTinPerth, 17 Jan 2017

A whopping 3,000+ artist passes were distributed to participants during the 2017 Festival.

ATTENDANCE AT EVENTS WITH A PASS

19,486 FREE ATTENDANCES AT TICKETED EVENTS WITH A PASS*

BASED ON THE AVERAGE TICKET PRICE THIS EQUATES TO

$614,198 BENEFITS TO PASS HOLDER THROUGH FREE ATTENDANCE WHICH IS AN AVERAGE OF

5.6

TICKETS OR

$176 PER PERSON.

* Total Pass attendance includes artists and staff. >82% of Pass holders are artists.

‘It’ll be my first time at Fringe [Trevor Jones, participant in Kollision] but my fourth time performing downstairs at The Maj. It’s amazing how people in Perth have gotten behind Fringe World, it’s just enormous. It’s a huge thing now – people in Perth go and see Fringe shows’.”

“ “ “

iOTA said the buzz around Fringe World made it a festival all performers wanted to be a part of. ‘It’s ranked right up there with Adelaide and against Edinburgh’.” - Belle Taylor, Festival buzz puts Perth on the map, The Sunday Times, 15 Jan 2017

‘We love it here [Participant Kitten LaRue] and we’ve been so blown away by the response we’ve had in such a short time’.” - Annelies Gartner, Perth loves to binge on Fringe, The West Australian, 13 Feb 2017

After having done dates in Melbourne and Sydney, I have to say, like Austin Texas in the eighties and Boston in the nineties, there is way more interesting stuff being performed in this little city than there is over east in Australia’s larger counterparts.” - Brendon Burns, Big Funny in Little Perth, Huffpost, 25 January 2017


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ARTISTS PERFORMANCE EXPERIENCE How many years have you been performing/participating as an artist or presenter? 2017 2016 0 - 5 years

5 - 10 years

10+ years

37%

25%

38%

More early career artists performed in the 2017 Festival.

27%

26%

LESS ARTISTS IN 2017 HAD PARTICIPATED IN ANOTHER FRINGE FESTIVAL BEFORE.

63% 46%

47%

‘Paying gigs are becoming few and far between [Jessica Messenger, participant from Sense and Spontaneity], and the Blue Room and Fringe World are keeping theatre alive in Perth. People who found me by accident at Fringe have ended up coming to my original scripted shows the rest of the year; it’s another way to build an audience’.” - Katie McDonald, Money a Fringe factor for local talent, Business News, 10 Feb 2017

2016

2017

More artists cutting their teeth at Fringe.


PARTICIPATING ARTISTS // 49

REASONS FOR PARTICIPATING What were your primary aims in participating in FRINGE WORLD 2017? 2017 2016

61.9% 58.7%

50.8% 43%

39.8% 31.2%

42.5% 28.9%

33.9% 27.7% 14.5%

18%

17.2%

15.2% 2.7%

To expose my performance/ project to new audiences.

To develop my performance/ project.

Just for fun.

To make money.

To gain access to artistic networks.

As a ‘testing ground’ before taking the performance/ project to other festivals.

To gain access to media and promotional networks.

5.1%

To gain access to funding bodies/ corporate partners.

ARTISTS GOALS How successful were you in achieving your primary aims at FRINGE WORLD 2017?

This is a 15% increase from 2016

35.2% 35.9%

19.1%

7.8% 2%

1

2

I did not achieve my primary aims at all.

3

4

5

I definitely achieved my primary aims


50 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

DEVELOPMENT OPPORTUNITIES AT FRINGE WORLD

FRINGE WORLD is a key platform for touring artists to develop new work to present at other Festivals and venues around Australia and the world. FRINGE WORLD stimulates this market through awards and affiliations and it’s participation in the World Fringe Alliance. Since 2012, FRINGE WORLD has awarded over 150 events with a total prize pool of $187,500. We are pleased that over $150,000 of the total prize pool has been awarded directly to over 110 West Australian artists and companies. Through the success of the new Fringe Fund initiative, two Martin Sims Awards were given in 2017 to two WA theatre productions. “Bus Boy” by

This year, the festival launched the Fringe Fund to encourage the public to add microdonations to their ticket purchases. The success of this program allowed the festival to increase the prize pool for the awards and presented two shows with the coveted Martin Sims Award.” - Annelies Gartner, Locals shine as Fringe prize pool swells, The West Australian, 21 February 2017

Rocharschart Beast and “My Greatest Period Ever” but Lucy Peach will now embark on an international tour of their work. Now in its third year, The Melbourne Fringe Tour Ready Award brought the hit show “A Prudent Man”

84%

to Perth and in 2017 will see Jeffrey Jay Fowlers “The One” take to the stage in Melbourne this October. International and national festival directors view FRINGE WORLD as a marketplace and a breeding ground where new work is on offer and in 2017, Perth welcomed directors and Programming Staff

Of artists agree that FRINGE WORLD IS AN IMPORTANT PRESENTATION PLATFORM for their work,

from Melbourne Fringe, Melbourne Comedy Festival, Prague Fringe, Assembly Rooms in Edinburgh, Festivals South Australia and Melbourne Festivals. With a strong contingent of Western Australian works making headlines during the Festival, there is much opportunity for our local artists to be profiled and stimulate touring opportunities.

84%

Of artists believe the Festival PROVIDES AN OPPORTUNITY TO SHOWCASE THE WORK OF EMERGING ARTISTS.


PARTICIPATING ARTISTS // 51

PERTH PROFILE BOOSTED BY ARTISTS

PERTH AND FRINGE WORLD ARE HELD IN HIGH REGARD BY THE NETWORK OF PARTICIPATING ARTISTS.

96%

94%

of artists would recommend Perth as a place to visit.

of artists are likely to recommend FRINGE WORLD to other artists.

[Participant Dave Hughes] ‘I’ve never done Perth Fringe all I’ve heard is good reports from comedians about it’.” - Jordan McArdle, Dave Hughes returns to his roots with ‘Deluded’ show at Perth’s Fringe World, PerthNow, 30 January 2017

ARTISTS RATE FRINGE HIGHLY

73%

84%

74%

Of artists believe FRINGE

Of artists rate FRINGE

Of artists rate FRINGE

WORLD provides a

WORLD’S QUALITY AS EQUAL

WORLD’S QUALITY AS EQUAL

PRESENTATION SERVICE

TO OR BETTER than other

TO OR BETTER than other

THAT IS GOOD VALUE.

Fringe Festivals in Australia.

Fringe Festivals overseas.


52 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

The Rhythm Spectacular. Photo by Jason Matz


PARTICIPATING ARTISTS // 53


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FRINGE Central. Photo by Tenae Francis


PARTNERSHIP ACTIVITY // 55

Partnership Activity FRINGE WORLDâ&#x20AC;&#x2122;s corporate partners assist the Festival to deliver significant positive benefits to the Western Australian community. As well as demonstrating good corporate citizenship, Festival partners enrich the audience experience through activations and program support that transform the Festival environments. Partners receive outstanding benefits from partnering with Fringe, including leveraging the Festivalâ&#x20AC;&#x2122;s massive audience reach and promoting their products and services. The following pages highlight the strongest activations and leveraging activities by the Festivalâ&#x20AC;&#x2122;s partners in 2017, who demonstrated that the opportunities for brand development at FRINGE WORLD are limitless.


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LOTTERYWEST SET FOR LIFE The Lotterywest Set For Life Experience returned in 2017, giving visitors to FRINGE Central at The Perth Cultural Centre the chance to experience what it would be like to be set for life. With free mocktails, massages and the chance to win show tickets or cash, this activation successfully encouraged thousands of participants to engage with Lotterywestâ&#x20AC;&#x2122;s brand and products. Photo by Naomi Reed

TICKET POUCHES All FRINGE WORLD tickets and gift vouchers were presented inside a pouch complete with a Lotterywest ad on the inner leaf. This was an exclusive opportunity to remind ticket holders of Lotterywestâ&#x20AC;&#x2122;s support of the Festival and the wider WA community through its grants and event sponsorship.

ALOFT HOTEL ROOM The home to tragic starlet Uta

Uber Kool Ja, the Aloft Hotel room drew the attention of crowds in The Pleasure Garden. This pop-up venue was the perfect sneakpeek inside the hotel before it opened in May, and opportunity for Aloft to establish brand recognition in WA.

Photo by Sebastian Mrugalski


PARTNERSHIP ACTIVITY // 57

FRINGE WORLD CONCIERGE SERVICE: POWERED BY WOODSIDE The FRINGE WORLD Concierge Service: Powered by Woodside gave Perthians the opportunity to purchase tickets and gift vouchers in person in the CBD. Located at Woodside Plaza, the Concierge Service was particularly popular in the lead up to Christmas. Photo supplied by Woodside

WOODSIDE WHAT’S ON BOARDS AND HOMEGROWN HEROES The Woodside What’s On Today boards were positioned at all FRINGE WORLD Box Offices, allowing audiences to easily see what shows were on offer and plan their Fringe experience. The Woodside Homegrown Heroes program featured all events with a West Australian origin. Thanks to Woodside, we were able to shine the light on the best in the West. Photos by Callum Jones

CORPORATE FUNCTIONS FRINGE WORLD partners hosted a range of clients and stakeholders at boutique corporate functions held during the Festival.

Photo by John Leonard


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GAGE ROADS BREWING CO. CONTAINER BAR New FRINGE WORLD partner Gage Roads Brewing Co. kicked off the partnership with a stunning custom-built shipping container bar, which had pride of place at the entrance to The Pleasure Garden. Gage Roads also presented Nights on The Pleasure Craft, a beautifully restored 1962 river boat, which featured local poets and musicians performing to an intimate audience.

Photo by John Leonard

HELLO SUNSHINE FRINGE CIDER In collaboration with FRINGE WORLD, Gage Roads Brewing Co. developed Hello Sunshine - a new apple cider exclusive to Fringe bars. Hello Sunshine cider captured the essence of Westralian summertime and went down a treat with audiences.

Photo by Tenae Francis

CHANNEL NINE MARRIED AT FIRST SIGHT AND THE HAMMER STRENGTH CHALLENGE Channel Nine had audiences stepping up to the plate and saying “I Do” with two onsite activations – the Hammer Strength Challenge and Married at First Sight Chapel. These activations showcased Channel Nine’s flagship programs and their support of the Festival.

Photo by Jen DeVos


PARTNERSHIP ACTIVITY // 59

THE EDITH SPIEGELTENT New Festival partner Edith Cowan University is the first university in the world to acquire its own Spiegeltent for students of the WA Academy of Performing Arts (WAAPA) to train and perform in. During the Festival, The Edith was home to smash-hit show La Soirée and located at Cathedral Square. Photo by Jen DeVos

NOVA PING PONG PARLOUR Located in The Pleasure Garden, the Nova 93.7 Ping Pong Parlour was the perfect place for thousands of punters to test their table tennis skills and hang out pre or post-show. Photo by Callum Jones

HOWLING WOLVES WINE Howling Wolves Wines developed two limited edition wines exclusive for FRINGE WORLD – Le Cabaret Rouge and La Cirque Blanc. These wines were a premium offering at Fringe bars, featuring beautiful illustrated labels that captured all things Carnival.

Photo by Callum Jones

ABC RADIO PERTH COMEDY GALA ABC Radio Perth had audiences in stitches at FRINGE WORLD’s home of comedy, The Gold Digger. The ABC Comedy Gala featured four of Fringe’s favourite comedians, entertaining a cross-section of Fringe and ABC competition winners.

Photo by Sebastian Mrugalski


60 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

Cabaret Royalty Pageant. Photo by Michelle Ranson


MEDIA AND MARKETING REACH // 61

Media and Marketing Reach FRINGE WORLD delivers a mass-market campaign that effectively reaches a huge audience through digital activity across our website, e-news and social media as well as print, radio and outdoor advertising, plus a massive print collateral campaign. The 2017 media campaign generated total media value over $10 million across print, online, TV, social and radio platforms. The media coverage that was generated reached a cumulative potential audience of almost 54 million people.


62 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

MEDIA COVERAGE Includes Print, Online, TV, Social and Radio

2017 2016

$7,696,139

$10,028,770

Audience Reach

Audience Reach

49,936,338

53,923,990

250,000 PROGRAMS DISTRIBUTED AROUND PERTH!

OUTDOOR ADVERTISING REACH

TOTAL REACH OF

44.5%

Campaign reach

732,000

of Perthâ&#x20AC;&#x2122;s 18+

PEOPLE WHO SAW

population

AN AD ON AVERAGE OF

12.5 times!


MEDIA AND MARKETING REACH // 63

WEBSITE TRAFFIC For the marketing campaign period 8 Dec 2016 - 19 Feb 2017

Total Sessions

8.6% increase

2016

1,118,402

2017

1,214,127

Total Users 2016

482,887

2017

525,910

Total Pageviews 2016

6,512,901

2017

10,833,332

42.5%

8.9% increase

66.3% increase

57.5%

New Visitors

Returning Visitors

SOCIAL MEDIA

30%

15%

Increase In Email Subscribers 2016

Increase In Facebook Fans 2016

62,000+ 2017

Increase In Instagram Followers 2016

38,000+ 2017

81,000+

40%

10,800+ 2017

44,000+

15,200+


64 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

Part of the magic of what we do is, once you step through the doors of the Spiegeltent, you could be anywhere and we ask that you leave your entire world and all of your troubles including your mortgage, the babysitter and everything else outside the front door.” - Brett Haylock interviewed by Emma Bergmeier-Varian, La Soiree Starry Nights, The West Australian, 13 January 2017

La Soiree. Photo by Sebastian Mrugalski


MEDIA AND MARKETING REACH // 65


66 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

Poncho Circus Georgia Foulkes-Taylor


OUTER FRINGE // 67

Outer Fringe Since 2011 FRINGE WORLD has toured Fringe performers to some of the incredible towns and venues across our beautiful state. FRINGE WORLDâ&#x20AC;&#x2122;s sixth year of regional programming was the biggest ever with ten shows performed across a wide variety of regional locations. More than 1,100 people enjoyed a touring Fringe show as artists traversed over 12,000kms through five regions. The 2017 Outer Fringe tour delivered a super fun family Circus Spectacular to Esperance, Northam, Carnarvon and Exmouth, and a rollicking adults-only Spectacular to Hopetoun and Northam. This was followed up with an all-ages Variety Gala in Karratha and South Hedland, and rounded out by with two adult galas in balmy Broome.


68 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

PLACES WE’VE TOURED FRINGE SHOWS SINCE 2011

Outer Fringe Festival is coming to Esperance with Melbourne circus troupe Poncho Circus, with founding member Lachlan Sukroo saying he was excited to perform in regional WA for the first time.” - Sam Gibbs, Teetering on the Fringe, The Esperance Express, 19 Jan 2017

Broome

South Hedland Karratha Exmouth

Carnarvon

Mullewa Geraldton

Kalgoorlie Merredin Northam Bunbury Donnybrook Bridgetown Albany

Ravensthorpe Esperance Hopetoun


OUTER FRINGE // 69

Dream Girls Duo at Pretty Pool, Port Hedland. Photo by Georgia Foulkes-Taylor


70 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

Rooftop Movies. Photo by Sebastian Mrugalski


ROOFTOP MOVIES // 71

Rooftop Movies Thanks to City of Perth Parking the top floor of the multistorey car park with the best views of the Perth skyline lit up once again with the fourth instalment of Rooftop Movies. This deluxe retro-fit pop-up summer paradise offers punters an outdoor cinema experience thatâ&#x20AC;&#x2122;s become a perennial favourite for Perth visitors and locals alike. The season ran from 27 October 2016 to 11 March 2017, screening movies nightly every Tuesday through to Sunday. All proceeds from the Rooftop Movies season go towards making the FRINGE WORLD Festival happen each year.


72 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

ROOFTOP MOVIES AT A GLANCE

118

FILM EVENTS

52 SOLD OUT EVENTS

80% AVERAGE NIGHTLY ATTENDANCE

23,886 TICKETS SOLD!

63%

Of the surveyed audience also ATTENDED A FRINGE WORLD EVENT IN 2017.

95%

Of the surveyed audience PLAN TO ATTEND ROOFTOP MOVIES AGAIN IN THE FUTURE.

95%

Think ROOFTOP MOVIES IS UNIQUE in relation to other venues/events.


ROOFTOP MOVIES // 73

Rooftop Movies. Photo by Sebastian Mrugalski


74 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

FRINGE WORLD Mermaids at The Pleasure Garden. Photo by Johannes Reinhart


ECONOMIC IMPACT // 75

Economic Impact Festival events were presented in 147 venues located in 17 suburbs spread across the Perth Metropolitan area. Local businesses located nearby benefit from the Fringe activity in a number of ways. This is especially true for Perth City and Northbridge, where Fringe attracts a massive new and agediverse audience to the area. The direct and flow-on benefits for these businesses is significant. Thereâ&#x20AC;&#x2122;s also significant â&#x20AC;&#x2DC;new moneyâ&#x20AC;&#x2122; spend in the local economy from the large numbers of participants who travel from intrastate, interstate and overseas to present shows at the Festival alongside visiting audience members.


76 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

ECONOMIC IMPACT

THIS EQUALS AN ESTIMATED SPEND OF MORE THAN

95%

OF CUSTOMERS LIVE IN THE PERTH METRO AREA

$60.6 MILLION Including pre- and post-event expenditure in restaurants, bars and accommodation. The economic impact of the Festival is also registered through direct spend to produce and present the 147 venues as well as spend by the 1,268 national and international visiting artists and participants of the Festival. Additionally, the indirect effect of FRINGE WORLD on the Perth economy after application of relevant gross value added multiplier is over $84 million.

The debate [Arts Policy Debate] comes one day after Fringe World Festival finished its 2017 season, attracting an estimated 1 million people into the city and no doubt boosting business for nearby hospitality venues.” - Katie McDonald, Pollies cool on arts commitment, Business News, 20 February 2017

BUSINESS IMPACT

86%

79%

Think FRINGE

Agree that FRINGE

WORLD has

WORLD has A

95%

74%

Think that

Think that

Indicated that

FRINGE WORLD

FRINGE WORLD

THEIR LEVEL

81%

contributed

SIGNIFICANT

BRINGS NEW

INTRODUCES

OF TRADING

to making

AND POSITIVE

CLIENTELE INTO

NORTHBRIDGE

INCREASED.

Northbridge and

IMPACT ON THEIR

NORTHBRIDGE,

TO PEOPLE who

Perth City A

BUSINESS.

which has long

wouldn’t normally

MORE VIBRANT

term benefits to

visit.

PLACE.

their business.


ECONOMIC IMPACT // 77

VISITOR EXPENDITURE BY SUBURB

Midland 1.2%

Scarborough 3.3% Leederville 8.7% Northbridge 67.5%

Mt Lawley 8.4% Perth CBD 8.4%

Fremantle 11.6%

77%

Of the audience ATE AT A RESTAURANT before or after attending a FRINGE WORLD venue.

Other 8.2%

71%

Of the audience HAD A DRINK AT A BAR / Mandurah 1.2%

NIGHTCLUB / CAFE before or after attending a FRINGE WORLD venue.


78 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

VISITOR GROSS EXPENDITURE This section contains the calculations made to estimate the gross expenditure by the Festival’s audience, a key component of the economic impact of Fringe World Festival. Of the audience surveys collected, the vast majority were completed by visitors who lived in the Perth metropolitan area (94.9%).

LOCATION

NUMBER

%

City of Perth

1,009

15.3%

Elsewhere in the Perth Metropolitan Area

5,261

79.6%

Elsewhere in Western Australia

227

3.4%

Elsewhere in Australia

68

1.0%

Overseas

43

0.7%

DAY VISITORS VS OVERNIGHT VISITORS As per survey responses from previous years, most respondents were FRINGE WORLD ‘day visitors’ from Perth. It is worth noting that across festival years, there is an ever slightly upward trend in ‘day visitors’ from outside Perth CBD.

TYPE OF RESPONDENT

%

Day visitors (from City of Perth)

14.7%

Day visitors (from elsewhere in the Perth Metro Area)

77.9%

Day visitors (from outside Perth)

2.0%

Staying visitors (from City of Perth)

0.3%

Staying visitors (from elsewhere in the Perth Metro Area)

2.7%

Staying visitors (from outside Perth)

2.4%

Using our public survey response data, the gross daily expenditure during the average trip to the FRINGE WORLD Festival was calculated for each type of visitor based on location of origin.

AVERAGE DAILY / NIGHTLY EXPENDITURE PER PERSON, OUTSIDE FRINGE WORLD SPEND LOCATION

TOTAL AVERAGE DAILY SPEND

City of Perth

$83

Elsewhere in the Perth Metropolitan Area

$86

Elsewhere in WA

$218

Elsewhere in Australia

$197

Overseas

$256

To reach a gross visitor expenditure figure for the Festival duration, these daily averages were then multiplied by the average number of days (or paying nights in the case of accommodation) spent across the whole FRINGE WORLD Festival by each type of respondent.


ECONOMIC IMPACT // 79

NUMBER OF DAYS / NIGHTS ATTENDED LOCATION

AVERAGE NUMBER OF DAYS ATTENDED

City of Perth

5.8

Elsewhere in the Perth Metropolitan Area

4.7

Elsewhere in WA

3.6

Elsewhere in Australia

6.9

Overseas

6.4

Data on the total number of tickets sold overestimates the

A key step in economic impact calculations is to assess the

number of unique visitors, since most attend more than one

proportion of expenditure made by visitors that would have

event, over a range of days.

been spent in Perth in any case. To account for this, we apply a downwards additionality adjustment to the average

To estimate the number of unique festival visitors, the gross

$ expenditure per person figures based on statistics

number of tickets sold plus estimated free attendance

derived from survey answers.

were split into different types of visitors (based on location) using the proportions from the audience survey.

Once gross visitor expenditure has been calculated for the average trip days in each category, it is then multiplied

These attendance figures by location type were then

by the unique visitor numbers in each category to reach

divided by the average number of events each type

an estimated total gross visitor spend of just over $50

of visitor reported attending in the survey to reach an

million, with 75% spent by Perth based day trippers to the

estimated number of unique visitors of each type. The

Festival. This is nearly 20% lower than 2016â&#x20AC;&#x2122;s figure of $60m,

number of unique visitors by type is shown in the following

consistant with the large spike in Festival attendance in

table, with a total unique visitation of 157,459 for purposes

2016 caused by the one-off commissioned program for the

of economic impact analysis.

launch and opening season of the Elizabeth Quay precinct.

ESTIMATED TOTAL GROSS SPEND TOTAL VISITORS

AVERAGE DAYS

AVERAGE SPEND PER DAY

ADDITIONALITY ADJUSTMENT

TOTAL SPEND

% OF OVERALL SPEND

City of Perth

19,996

5.8

$83

32.3%

$6,516,852

13.0%

Elsewhere in the Perth Metropolitan Area

128,376

4.7

$86

27.5%

$37,619,945

75.2%

LOCATION

Elsewhere in WA

7,159

3.6

$218

26.7%

$4,118,275

8.2%

Elsewhere in Australia

1,099

6.9

$197

40.0%

$896,322

1.8%

829

6.4

$256

36.7%

$859,762

1.7%

$50,011,156

100%

Overseas TOTAL

157,459


80 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

PERFORMER EXPENDITURE Although FRINGE WORLD has not targeted audiences

To approximate the expenditure of performers from the

travelling to Perth as a priority market within its first five

Perth Metro area, we use the box office payments made

year development cycle, the Festival has made attracting

to local performers as well as fees paid to Perth artists for

independent visitation from interstate and overseas artists

contributions to free programs. Since these performers are

a priority since inception.

Perth-based, we have assumed that the majority of their fees generated through the Festival will end up being spent

From having 145 visiting international and interstate

in the Perth economy. As this revenue has been included

performers and production personnel in the first year of the

in the FRINGE WORLD expenditure figures, they are not

Festival, this number has grown steadily over festivals to

considered further here.

1,268 participating visitors in 2017. Based on our participant survey data, we calculate average We have endeavoured to increase average season length

daily expenditure for intrastate artists at $111, interstate

of travelling artist to help ensure they get the most out of

artists at $169 and $163 for international artists. These

their FRINGE WORLD festival stints. Based on the average

figures are in-line with those used by the Australian

stay of 9.2 nights per intrastate participant, 9.8 nights

Department of Resources, Energy and Tourism to calculate

per interstate participant and 11.4 nights per international

tourism expenditure.

participant, visiting Festival participants spent an estimated 12,819 nights in Perth during their stay in 2017.

Travel expenditure for performers is not included in

This is considerably higher than 8,619 in 2016.

estimated performer expenditure, since the bulk of this expenditure will be on travel from elsewhere in Australia

We look at expenditure of four different categories

or from overseas, accruing to airline and travel operators

of performers: local performers from within the Perth

based outside of Perth.

Metropolitan area, performers from within WA (intrastate), performers from elsewhere in Australia (interstate) and those from outside of Australia (international).

VISITING PERFORMER EXPENDITURE CALCULATIONS TOTAL NIGHTS / DAYS

TOTAL AVERAGE DAILY SPEND

TOTAL EXPENDITURE

n/a

n/a

n/a

Elsewhere in WA

1,546

$111

$171,606

Elsewhere in Australia

7,762

$169

$1,311,778

Overseas

3,511

$163

$572,293

TYPE OF PERFORMER Perth

TOTAL VISITING PERFORMER CALCULATIONS

12,819

$2,055,677

ORGANISER EXPENDITURE This expenditure includes all spend on staff, office running costs and suppliers. The totals for each of these categories of expenditure are displayed in the Organisational Expenditure chart. CATEGORY

AMOUNT

Total expenditure on WA artists

$1,585,493

Total expenditure on staff

$4,819,232

Total expenditure on festival office costs

$198,037

Other expenditure related to staging the festival

$1,977,031

TOTAL

$8,579,793


ECONOMIC IMPACT // 81

TOTAL GROSS EXPENDITURE Combining the total estimated gross expenditure by visitors and performers at the FRINGE WORLD Festival with the expenditure by festival organisers (which includes expenditure by festival management on suppliers, staff and office costs), we reach a total gross expenditure figure of $60,646,626.

SOURCE OF EXPENDITURE

AMOUNT

Audience

$50,011,156

Performers

$2,055,677

Organisers

$8,579,793

TOTAL GROSS EXPENDITURE

$60,646,626

VISITOR GROSS EXPENDITURE VS TOTAL GROSS EXPENDITURE Calculated gross expenditure total for FRINGE WORLD Festival 2017 are 14% lower than last year, with each expenditure component having decreased in practically equal measures. It is clear that more than ever the major economic impact of the Festival is generated by the audience. In terms of gross expenditure, 83% is accounted for by the audience. The performers, contribute 3% of the total, with the organisers accounting for the remaining 14% ($11.9m).

TYPE OF RESPONDENT City of Perth + Perth Metropolitan Area Elsewhere in WA

TOTAL 2016 SPEND

% OF OVERALL SPEND

TOTAL 2017 SPEND

% OF OVERALL SPEND

$53,358,588

89%

$44,136,797

88%

$4,691,872

8%

$4,118,275

8%

Elsewhere in Australia

$919,642

2%

$896,322

2%

Overseas

$1,105,361

2%

$859,762

2%

TOTAL VISITOR EXPENDITURE

$60,075,463

85%

$50,011,156

82%

TOTAL GROSS EXPENDITURE

$70,535,965

$60,646,626

COMPARISON OF VISITOR GROSS EXPENDITURE WITH MULTIPLIER AS A PROPORTION OF TOTAL GROSS EXPENDITURE 2016 V 2017 SOURCE OF EXPENDITURE INCLUDING GROSS VALUE MULTIPLIER EFFECT

TOTAL 2016 SPEND

% OF OVERALL SPEND

TOTAL 2017 SPEND

% OF OVERALL SPEND

$74,168,437

76%

$61,350,148

72%

Elsewhere in WA

$6,521,702

7%

$5,724,402

7%

Elsewhere in Australia

$1,278,302

1%

$1,245,888

2%

Overseas

$1,536,452

2%

$1,195,069

1%

PERFORMERS

$1,732,935

2%

$2,857,391

3%

ORGANISERS

$12,807,163

13%

$11,925,913

14%

TOTAL GROSS EXPENDITURE INCLUDING MULTIPLIER

$98,044,991

City of Perth + Perth Metropolitan Area

$84,298,811


82 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

MULTIPLIED TOTAL EXPENDITURE AND FTE JOBS CREATED In determining the economic impact of FRINGE WORLD, we

We also apply a Full-Time Equivalent (FTE) employment

measure the knock-on effects of gross expenditure, since

multiplier of 22 jobs per $1m spent per annum to the Total

part of the money spent in shops, on suppliers, etc. will

Gross Expenditure figure with multiplier (again in keeping

then be re-spent by those shops and suppliers on other

with ABS standards), to convert this expenditure into jobs

things, and so on.

created by the spending associated with FRINGE WORLD. 1.

We therefore apply a Gross Value Added multiplier of 1.39,

Cultural Ministers Council: Cultural Data Online, ‘Multipliers for culture-related

industries’, http://culturaldata.arts.gov.au/publications/statistics_working_group/

taken from Multipliers for Culture-related Industries by the

other/multipliers_for_culture-related_industries, 23 June 2011

National Centre for Culture and Recreation Statistics of the Australian Bureau of Statistics (ABS)1. This takes the total multiplied expenditure to $84,298,810. The individual multiplied figures are reproduced below.

MULTIPLIED TOTAL EXPENDITURE TOTAL GROSS EXPENDITURE

TOTAL GROSS VALUE ADDED (WITH MULTIPLIER)

Audience

$50,011,156

$69,515,506

Performers

$2,055,677

$2,857,391

Organisers

$8,579,739

$11,925,913

$60,646,626

$84,298,810

SOURCE OF EXPENDITURE

TOTAL

FTE JOBS FROM GROSS EXPENDITURE

1,855

INTRASTATE, INTERSTATE AND OVERSEAS VISITOR GROSS & MULTIPLIED EXPENDITURE Extracting the exclusive economic impact of visitors, both participant and audience, to FRINGE WORLD from elsewhere in WA, interstate and overseas is noteworthy when considering ‘new’ visitation to Perth metropolitan area, rather than total visitation to the City of Perth through the FRINGE WORLD Festival. Last year’s total was $10,263,731 (or $14,266,586 with multiplier)

INTRA / INTER / OVERSEAS VISITOR (IIOV) EXPENDITURE CALCULATIONS TYPE OF VISITOR

TOTAL UNIQUE VISITORS

AVERAGE DAYS

AVERAGE SPEND PER DAY

TOTAL SPEND

Intrastate Audience

7,159

3.6

$218

$5,618,383

Interstate Audience

1,099

6.9

$197

$1,493,871

Overseas Audience

829

6.4

$256

$1,358,234

Intrastate Artist

168

9.2

$111

$171,562

Interstate Artist

792

9.8

$169

$1,311,710

Overseas Artist

308

11.4

$163

$572,326

TOTAL MULTIPLIED TOTAL

10,355

$10,526,086

1.39

$14,631,260


ECONOMIC IMPACT // 83

SPEND IN PERTH PER DOLLAR INVESTED FIGURE / RATION

AMOUNT

Total IIO Visitor Expenditure (IIOV)

$14,631,260

Total Gross Expenditure (TGE)

$60,646,626

Total Gross Value Added (TGVA)

$84,298,810

Investment by WA government

$1,098,000

Intra & Interstate & Overseas (IIOV) spent per $1 invested

$12.21

Gross amount spend (TGE) per $1 invested

$55.23

Gross revenue generated (TVA) per $1 invested

$76.77

RETURN ON INVESTMENT IN FRINGE WORLD In terms of FRINGE WORLD as an investment, the following shows the Total Gross Expenditure and (multiplied) Gross Value Added for each dollar of investment by the WA government, equating to a ratio of 1:77.

EFFECT ON WA ECONOMY PER DOLLAR INVESTED FIGURE / RATION

AMOUNT

Total Gross Expenditure (TGE)

$60,646,626

Total Gross Value Added (TVA)

$84,298,810

Investment by WA government

$1,098,000

Gross amount spent (TGE) per $1 invested

$55.23

Gross revenue generated (TVA) per $1 invested

$76.77


84 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

Report Methodology FRINGE WORLD has applied

The Festival also conducted an

FRINGE WORLD’s 2016 program

consistent impact reportage

intercept survey with targeted

included a large one-off

methodology over the last five

businesses located in Northbridge.

commissioned program of activation

years that was developed with

This had 74 responses.

at Elizabeth Quay for the launch

BOP Consulting UK - a leading international agency for cultural impact reportage. The primary source of evidence supporting the findings of this Impact Report are derived from public and participant surveys including: •

Audience survey conducted online that received 6,608 responses;

Participant survey that

and opening of the precinct which The reported media value of

boosted the 2016 attendance

$10,028,770 is provided by Buzz

figures significantly.

Marketing and includes the Festival’s 2016 social media value plus 10%

The 758,000+ figure for 2017

increase.

includes attendance at ticketed events, attendance at free programs,

AUDIENCE CALCULATIONS

activations and Festival goers The reported figure for attendance

enjoying The Pleasure Garden and

at ticketed and non-free events in

the Festival areas of the Perth

2017 is 359,987. This is comprised of:

Cultural Centre (drinking at the bars, wandering through, enjoying free

Local business survey

(conducted with a target proportion of businesses located near Fringe activity

in Northbridge and Perth CBD) that received 43 responses; and •

Staff survey that received 155 responses from volunteers and paid staff.

In addition to survey data, there is also significant amount of data collection from additional sources during and post-festival including: •

Transactions made through FRINGE WORLD Festival TIX;

Google Analytics;

Venue and site reportage;

Post-event event reports from venue operators including door and external sales and free attendance;

Calculated estimates on busker attendance and collections.

303,338 tickets processed

performances within the hubs).

through the FRINGE WORLD

received 355 responses from participating artists;

attendance at Festival partnership

ticket system;

There were 76 individual free

37,367 tickets purchased on

programs and events during Fringe,

the door at Festival venues

including the Chinese New Year’s

including Artist Pass entries;

Fair in Northbridge and Elizabeth

8,941 purchased through other

Quay, FRINGE WORLD Mermaids,

ticketing systems (such as for

Perth Cultural Centre screen, Noodle

shows at the State Theatre

Palace Rooftop DJ nights, visual arts

Centre and Gold Digger);

exhibitions, partnership activations

10,341 attendance at non-free

and nightly free programs

festival programmed events like

throughout the Perth Cultural Centre

busker type events and pay-

and The Pleasure Garden.

what-you-think-its-worth type events.

Free program attendance is estimated for all relevant programs

The FRINGE WORLD 2017 reported

and events utilising daily site and

figure of 359,987 attendance at

door staff reportage sheets.

ticketed and non-free events is a 3% increase on FRINGE WORLD 2016

The reported figure of 758,000+

reported figures of 349,841.

total attendance is at the conservative lower end of the

The reported figure for total Festival attendance in 2017 is 758,000+, a 23% decrease on 2016’s figure of 989,000+.

projected 758,184 – 816,595 range.


REPORT METHODOLOGY // 85

Circus Freakshow, Photo by Jason Matz


86 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

Reuben Kaye Success Story. Photo by Jamie Breen


FRINGE WORLD FUTURE // 87

FRINGE WORLD Future When it comes to audience development, community engagement, public access and live performance industry development in Perth, FRINGE WORLD has been an unquestionable game-changer. The Festival is produced by ARTRAGE Inc, a Not-For-Profit cultural organisation and charity that has been at the forefront of enriching and evolving the creative arts and culture of WA since 1983. The impact of the organisationâ&#x20AC;&#x2122;s work has been particularly notable since FRINGE WORLD was launched in 2011 and rapidly grown over six years, shifting the way the Perth population engages with the arts.


88 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

5% $1,098,820 State Funding

12% $2,347,393 Sponsorship

83% $16,565,013 Earned Revenue

$20,011,226

2017 TOTAL TURNOVER

FRINGE WORLD has historically

its level of sponsorship with

made a relatively small amount of

the City of Perth through a new

state investment deliver very large

strategic triennial relationship that

returns and results.

ensures the Fringe will continue to grow with Northbridge and the

The Festival budgets to deliver the

Perth CBD as its central base.

best possible value and return to artists as well as experience to

This will see new free programs

audience members and relies on

rolling out in 2018 designed to

adequate funding and sponsorship

attract larger numbers into the

commitment to progress

city to engage with the Fringe and

sustainably into the future,

surrounding businesses.

FRINGE WORLD has historically

Other new programs and hubs

received state funding support

within the city and surrounds are in

from Lotterywest, the Department

the pipeline over the 2018 - 2020

of Culture and the Arts and the

period alongside some significant

Metropolitan Redevelopment

longer term initiatives that are

Authority and sponsorship support

currently in planning phase with

from an array of valued corporate

some key new partners.

partners. In the short term, 2018 will see an There is hope that both funding and

expanded FRINGE WORLD footprint

sponsorship levels and the array

and growth in scale of program

of partners that Fringe works with

and hub sites designed to best fit

will grow as FRINGE WORLD enters

and match some of the new city

its next three to five year cycle, a

precincts and spaces that are ready

period of maturation where gearing

and waiting for Fringe activation.

for the longevity of the Fringe is a necessity.

Whatever they are and wherever they may be, it’s an assurance that

FRINGE WORLD was recently

they’ll be loud, proud and full of

successful in significantly increasing

vibrancy and vitality.

Six years after it started as an experimental off-shoot, Fringe World has officially outgrown the Perth International Arts Festival — and has plans for a major new attraction next summer. The month-long event is projected to attract 540,000 people to free events and 375,000 people to ticketed performances for a direct economic boost of $95 million. - Peter Law, Fringe World officially outgrows Perth International Arts Festival, Sunday Times, 21 May 2017


FRINGE WORLD FUTURE // 89

iOTA in The Average Joe. Photo by Jason Matz


90 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

Bus Boy (Martin Sims Award Winners). Photo by Sebastian Mrugalski


FRINGE WORLD FUTURE // 91

FRINGE WORLD Awards FRINGE WORLD Awards are given to the best shows in each genre category, plus there are a bunch of special awards, with winners receiving cash, development support and direct touring opportunities. FRINGE WORLD launched the Fringe Fund this year and encouraged the public to add microdonations to their Fringe ticket purchase. Due to the success of this program, the Festival increased the prize pool for the Awards and presented two shows with the coveted Martin Sims Award. The Martin Sims Award is the top prize of the Festival, recognising the best new Western Australian work in the Festival that is destined to succeed on the world’s stage. The 2017 Festival Martin Sims Award went to ‘My Greatest Period Ever’ and ‘Bus Boy.’ Both shows received $10,000 and touring opportunities to build their career internationally at other Fringe Festivals through the World Fringe Alliance.


92 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

2017 FRINGE WORLD Awards Martin Sims Award The Martin Sims Award is the top prize of the Festival,

Spirit of the Fringe Award Presented Metropolitan Redevelopment Authority

recognising the best new Western Australian work in the Festival that is destined to succeed on the world’s stage.

WINNER: Jessie Gordon

WINNER (JOINT): My Greatest Period Ever presented by Lucy Peach Bus Boy presented by The Blue Room Theatre Summer Nights & Rorschach Beast

The Blaz Award

Melbourne Tour Ready Award Presented Melbourne Fringe WINNER: THE ONE by Jeffrey Jay Fowler

Presented to the best writing for performance by a WA writer. The Award honours Perth playwright George Blazevich who passed away in 2016.

ECU Performing Arts Award Presented Edith Cowan University

WINNER: THE ONE by Jeffrey Jay Fowler presented by The Blue

WINNER:

Room Theatre Summer Nights & Whiskey & Boots

Jo Morris

WA Emerging Artist Award Presented by Woodside

The West Australian Arts Editor Award Presented The West Australian

WINNER: Sean Gustavino for Bus Boy

WINNER: Djuki Mala

Independent Program Award Presented oOh! Media WINNER: The Blue Room Summer Nights Program SPECIAL ACKNOWLEDGMENT:

WA WINNER: THE ONE by Jeffrey Jay Fowler presented by The Blue Room Theatre Summer Nights & Whiskey & Boots

Cabaret Award Presented ABC Radio Perth

The Flaming Locomotive WINNER:

Independent Venue Award Presented oOh! Media

Betty Grumble: Sex Clown Saves the World presented by DON’T BE LONELY WA WINNER: Minor Major Marlene presented by Ali Bodycoat

WINNER: Noodle Palace


FRINGE WORLD AWARDS // 93

Children’s Event Award Presented City of Perth

Free & Community Award Presented Lotterywest

WINNER:

WINNER (JOINT):

Fractured Fairytales presented by Mandurah Performing

Perth Chinese New Year Fair presented by Chung Wah

Arts Centre

Association, Inc.

WA WINNER:

Under the Sky Sessions presented by City of Stirling’s

Crazy Hat Day - Music Fun with Libby Hammer

Summerset Arts Festival

presented by Mo Productions

Circus Award

Music & Musicals Award Presented Nova 93.7

Presented Howling Wolves Margaret River WINNER: WINNER (JOINT):

So Fresh: The Fairly Average Dance Party presented by

Sinsuality 2: Back in Bed presented by BarbieQ &

Fairly Average Productions

Kinetica Pink on the Inside - David Eriksson presented by Danger Cabaret

Theatre Award Presented Cathedral Square

Comedy Award Presented Gage Roads Brewing Co,

WINNER: Bus Boy presented by The Blue Room Theatre Summer Nights & Rorschach Beast

WINNER (JOINT): 99 Schnitzels (Veal Ain’t One) presented by Josh Galanc and Dead Man Butt Kapinski presented by The Blue Room Theatre

Visual Arts Award Presented BDO

Summer Nights & Hey Boss WA WINNER:

WINNER:

6056 presented by Shannon Toyne

Toni Wilkinson - The Park presented by Perth Centre for Photography

Dance & Physical Theatre Award Presented K&L Gates WINNER: Djuki Mala WA WINNER: Loco presented by Danza Viva

Film & Multimedia Award Presented Channel Nine WINNER: Next Gen Short Film Festival presented by Jazam Films

McLaren said his one-man, stand-up show took out the award for the Best WA Comedy at the recent Fringe World Festival. ‘I was incredibly humbled at how well my show was received at Fringe and it’s really opened some doors for me,’ he said.” - Stephen Bevis, Fringe Artists do the heavy lifting, The West Australian, 8 Feb 2016


94 // FRINGE WORLD FESTIVAL // 2017 IMPACT REPORT

FRINGE WORLD Team The 2017 FRINGE WORLD Festival was created by 3,461

OPERATIONS

participating artists, 628 paid FRINGE WORLD staff

Operations Manager

Mon Wajon

Front of House Coordinator

Sophie Quaile

(casual, permanent or full time) and 547 volunteers. This does not include staff and volunteers working at the

PRODUCTION AND TECHNICAL

many independent venues and hubs across the Festival

Production Manager

Katie Dixon

Workshop Production Coordinator

Nat Nivison

such as Noodle Palace, Sunset Verandah, The Blue Room and Freo Royale or staff employed by key contractors working on the Festival.

FRINGE WORLD is produced by ARTRAGE Inc. a Not-For-

Jared Nelson Logistics Production Coordinator

Bec Cooen

Technical Manager

Blake Granston

Technical Coordinator

Samantha Martin

MARKETING

Profit cultural organisation and charity that has been

Senior Marketing Coordinator

at the forefront of evolving the culture of Perth and WA

Marketing Coordinator

Pia Fruin

Marketing Intern

Nicole Tan Emery

since 1983.

Melisa Jasa

BOX OFFICE ARTRAGE BOARD

Box Office Manager

Tiffany Creasey

Hon Chairperson

Anthony Robinson

Box Office Coordinator

Cheryl Mizzi

Hon Vice Chairperson

Lindsay Oâ&#x20AC;&#x2122;Sullivan

Erica McLachlin

Hon Treasurer

Michele Fletcher

Hon Secretary

Rebecca Tunks

Board Members

John Goodlad

IT Support

Nic van Essen

Ticketing Assistant

Elizabeth Jilbert

Kyle Jeavons

PARTNERSHIPS

Saffron Solomon

Partnerships Manager

Ellie Rafter

Co-opted Board Members

Partnerships Coordinator

Indi Ranson

Ahmad Abas

Bonnie Davies BRAND Studio Papa EXECUTIVE

Marcus Taylor

Chief Executive

Marcus Canning

Festival Director

Amber Hasler

Business Director

Kenny Lye

PUBLICITY Buzz Marketing

Marketing Director

Joanna Hos

Sian Collins

Program Manager

Kylie Brown

Jessee Lee Johns

Producer: FRINGE Central

Elizabeth Walker

Producer: The Pleasure Garden

Hannah Rule

TICKETING AND REGISTRATION

Producer: Cathedral Square

Liz Newell

SYSTEM Derek Lavine

PROGRAMMING

Ben Hagley

WEBSITE BUILD Studio Robot

3d Resourcing

Producer: Venues Ruth Morris Regional Tour Coordinator

Georgia Foulkes-Taylor

BAR SERVICES Independent Events Director Marcus Sarich

BUSINESS & ADMINISTRATION Business Systems Manager

Amir Barber-Skwarko

ROOFTOP MOVIES

Senior Administration Coordinator

Lindsay Mulcahy

Producer James Taylor

Accounts Coordinator

Shashi Settinayake

Administration Coordinator

Brianna Wotzko

Kate Cassidy


FRINGE WORLD TEAM & PARTNERS // 95

Partners

Department of Culture and the Arts

D I G I TA L P R I N T


Since the inaugural event in 2011, Fringe World festival is now the third biggest event of its type in the world, and the biggest annual cultural event in the state. It’s genuinely quirky – not a word I would have associated with Perth – and staggeringly popular. The Fringe is a perfect symbol for Perth’s changing face: it provides opportunities to local and visiting artists alike, and it has tapped the city’s appetite for the arts. Give it another year or two and the transformation should be complete.” - Andrew Stafford, 48 hours in Perth: street art, small bars, quokkas, beaches and Bon Scott, The Guardian, 25 Feb 2017

Front Cover photo by Georgia Foulkes-Taylor. Back cover photo by Cam Campbell

FRINGE WORLD Festival 2017 Impact Report  

FRINGE WORLD is the largest annual event in Western Australia and the third largest Fringe in the world. This annual review document highlig...