IMPACT REPORT 2021 / 2022
CONTENTS CEO Welcome
04
Wins & Learnings
08
At A Glance
Financial Breakdown Audience Profile
Cultural & Social Impact Program & Artists Supporting Acts
Media & Marketing Rooftop Movies Girls School
We Can Dance Perth Economic Impact
Attendance & Survey Methodology
Team & Partner Acknowledgements
06 10 15 27 37 51 61 67 73 79 83 92 94
ARTRAGE acknowledges the Whadjuk People of the Noongar Nation as the
traditional custodians of the land on which we Fringe and pay our respects to elders past, present and emerging
Front and Back Cover Image: Hold Close. Photo by Jason Matz.
Inside Cover Image: Le Gateau Chocolat. Photo by Jarrad Seng.
CE O WE LC OM E Kaya, welcome to the 2021/2022 Impact Report for ARTRAGE, one
of WA’s longest running not-for-profit registered cultural charities.
This report allows us an opportunity to reflect on the
The 2022 Festival saw the introduction of a new
impacts of COVID-19.
supported by Lottery west. It brought the community
year that’s been, a year once again defined by the
After a 2021 Festival of snap lockdowns, restrictions, and reduced capacities, it was reasonable to go into 2022 with some expectation of a better year ahead.
Our optimism was not misplaced with many interstate acts booked to return and venues operating at full
large-scale community event; Fringe Sunday Funday, together in one giant, family-friendly experience that was undeniably Fringe. William Street was transformed with
3,000sqm of astroturf, bunting, sparkling decorations –
in the obligatory Fringe Pink, 32 FRINGE WORLD shows provided the entertainment which attracted over 14,000 delighted people.
capacity, our audiences echoed this confidence by
We were excited to launch the Keep On Fringing Grant
previous years. Sadly, the arrival of a positive COVID-19
direct support to FRINGE WORLD artists who experienced
booking early and ticket sales were significantly up on case and the threat of Omicron resulted in increased
restrictions being introduced along with mask mandates and border closures, once again, our focus was on navigating change for both artists and audiences.
ahead of the Festival which provided up to $1,500 of
unforeseen non-covid related hardship before or during
their season. Grants were awarded to three artists as a key step towards our goals to increase support for our artists in the future.
Whilst customer confidence never fully recovered
ARTRAGE’s mission continues to be enriching, evolving,
out to support our artists with an impressive 233,065
audiences and the past year has been no different.
during the Festival period, our loyal Perth patrons came attendance at ticketed events, and 182,834 attendance
at free events. Our passionate audiences demonstrated how much they love the Festival, reminding us how
important it is we continue to deliver a safe, sustainable platform to allow our artists to shine.
The 2022 Festival involved 2,120 artists with 85% of
and expanding on the cultural offerings for Perth Rooftop Movies continues to entertain and delight
movie-lovers, over 30,500 people came to see their
favourite movies against Perth’s sparkling city skyline.
Girls School returned not only as a winter cinema, but as
a venue for creative workshops, interactive board games and played host as a stunning performance venue.
them being local to WA. Our artists have battled the
2021 also saw an expansion in our team to consolidate
yet, they continue to inspire us with their stories and
more year-round activations and events. These events
pandemic’s effects at Fringe for the second year and talents. Their endurance during these difficult times is astonishing and why we will continue to hold them at the forefront of everything we do. 4
a Projects Department, whose goal has been to explore were realised by two major productions, Briefs’ Dirty
Laundry, and The Rocky Horror Picture Show Immersive Halloween Spectacular.
Our ambition remains to produce unique and exciting events
We are incredibly excited for the year ahead, the
locations. We are exploring ways to expand these activities
planning for FRINGE WORLD 2023 to be a Festival
year-round which highlight WA artists and interesting
regionally and commission new works and tours so more WA artists and audiences can experience cultural and artistic events throughout the year.
After a successful month-long pilot trial in 2021, ARTRAGE began an extended five-month trial of the arrangement in
April 2022 where team members will work four days a week while maintaining their existing pay conditions. The aim
ARTRAGE team are working on new projects whilst where we can welcome back our artists from interstate and around the world.
I am immensely grateful to have the support of a Board
who give their time and talents so generously, providing trusted council and encouragement to myself and the ARTRAGE team.
of the trial is to create opportunities for a better work/life
I am so proud to lead a relationship-based organisation
organisation’s productivity.
who work tirelessly to ensure we deliver successful, fun,
balance for team members without compromising on the
It has been a massive year for ARTRAGE and I am deeply proud
full of enthusiastic, passionate and talented individuals safe events for the benefit of all our stakeholders.
of what the organisation has achieved. We could not have
I hope you find the information contained within this
grateful for their support throughout this continually changing
engaging with and supporting our endeavours.
done any of this without our partners and we are immensely and challenging landscape. Special thanks to our Principal
report of interest and it encourages you to continue
Supporter Lotterywest and our Government Partners; the Department of Local Government, Sports and Cultural
Industries and the City of Perth, along with all our partners who have continued to champion ARTRAGE and our vision.
Sharon Burgess ARTRAGE CEO
Our Purpose
Our Vision
To enrich and evolve the culture of Western Australia by creating open artistic opportunities for audiences and artists.
To embed arts in the hearts and minds of all Western Australians.
Our Mission
How We Work
To provide enduring benefits for artists, audiences and a diverse family of stakeholders through presenting cultural events with global appeal.
We mainstream Fringe culture. Our success is defined by the success of our artists. We make Perth better.
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AT A GLANCE FESTIVAL 2022
$33.6+ Million Direct Economic Impact
$6,680,988 Spent at the Box Office
233,065 Attendance at Ticketed Events
$23
For every $1 of
State Government
investment, $23 was
stimulated and spent in the local economy
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$95.8+ Million Multiplied Economic Impact
$1,896,398 Total Visitor Impact
415,899 Attendance at Free and Ticketed Events
246 ARTRAGE Employees
248 FTE Jobs Stimulated
Participating Artists
$30
AVERAGE TICKET PRICE
Event Genre Split
Artist Origins
2,120
455
Events
85%
8%
7%
WA
INTERSTATE
INTERNATIONAL
28% Comedy • 21% Music & Musicals • 15% Cabaret & Variety 14% Theatre & Performance • 8% Children's Events • 4% Visual Arts & Film 4% Community & Special Events • 3% Circus • 3% Dance & Physical Theatre
1.5+ Million
Total Media Coverage
E-News:
142K+ Subscribers
Average Bums on Seats
Venues
$6.4+ Million
+5%
46%
122
+2%
Total Web & App Sessions
Facebook:
69.6K+ Followers
+6%
Instagram:
31.5K+ Followers
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WINS & LEARNINGS ARTRAGE takes a consistent and incremental approach to improving its projects. The following are some key wins and learnings identified from the 2022 Festival.
Keep On Fringing Grants
Access and Inclusion Plan
Sustainability Action Plan
In 2022 the Festival entered the
In 2021 ARTRAGE implemented
third year of a five-year Access and
an Environmental Sustainability
Inclusion Plan. Of the 123 planned
Action Plan, having now entered the
executed (in-line with 2021), and
Of the 53 deliverables, 34 have been
been achieved (50 in 2021). Positive
the 25 actions in the plan have been
forefront of all future planning.
of single-use plastic cups, through
deliverables, 109 have been
of the 60 planned actions, 46 have community impact remains at the
A review of the Access & Inclusion
plan will be undertaken in 2022, with
an eighth objective added to expand
second year of the three-year plan. successfully executed, and 12 of
season. Festival participants were
able to apply for grants up to $1,500
on so that they could successfully
also saw the implementation of a
robust waste depository system.
increased compostable and
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up to, or during their 2022 Festival
the Reusable Cups Initiative, 2022
Aboriginal and Torres Strait Islander
Scale Indicating Achievement Level
unforeseen hardships in the lead
to help get their show back on stage,
ARTRAGE has reduced the amount
peoples in ARTRAGE activities.
provided direct support to FRINGE
WORLD artists that experienced any
achieved. In addition to the removal
and evaluate ARTRAGE’s commitment to reconciliation and inclusion of
Launching as a pilot program in
2022, the Keep On Fringing Grants
of general waste and dramatically recyclable waste deposits.
Requires Attention
Mostly Achieved
in costume and turn the music back complete their FRINGE WORLD season. The grant was created
through support of the Fringe Fund
so that participants would not have
to cancel or compromise the quality of their show due to circumstances beyond their control.
Achieved + Annual Improvements
Rescheduling and Refunds Ever changing COVID-19 mandates
affected artists and customers alike
in 2022. Feedback received following
the 2021 Festival, prompted ARTRAGE to streamline internal processes when rescheduling shows, exchanging or
Deferred Registration Fees
Artist Gifting Tool
FRINGE WORLD continued to
A gifting tool was developed in
2022 Festival by offering deferred
enabling customers to choose
support presenters during the
registration fees and up to $200 of advertising costs until settlement.
advance of the 2022 Festival,
to ‘gift’ their ticket to the artist
if an event was cancelled due to
Deferring payments kept upfront
COVID-19. Artists adversely affected
the risk of participation between
under $10,000 in ticket sales by the
FRINGE WORLD Awards Program
Membership Retention
Digital Festival Passes
After COVID-19 closures
The 2021 FRINGE WORLD
refunding tickets in order to mitigate
costs for presenters low and shared
better service for all customers.
the Festival and the Presenter.
the impact on events and create a
forced its cancellation in 2021,
Friends subscription program
WORLD Awards Program. The
customer satisfaction due to the
the best new shows within the
feedback received prompted a
2022 welcomed back the FRINGE program highlighted some of
implementation of the gifting tool.
After reviewing the two-tier pass
scheme, a new Digital Festival Pass
experienced a decrease of
was introduced for the 2022 Festival.
challenges of COVID-19. Mixed
Support Tickets, food and beverage
Festival by awarding weekly
swift program overhaul achieved
overall category winners with
communications and adding
winners and celebrating the
by the pandemic were gifted just
through increasing year-round
Passes allowed access to Artist
discounts, and exclusive workshops to all artists and participants. The Digital Festival Pass created a
more equitable pass system and a more environmentally sustainable
a hotly anticipated Awards
benefits while placing a strong
FRINGE WORLD. The Martin Sims
COVID-19 cancellation policy
and lanyards previously used. Events
in a measurable increase of
Venues were additionally assigned
increased engagement with the
accreditation to enter and
Ceremony on the final day of
focus on the transparency of
Award to recognise the best new
communications. This resulted
on the world’s stage was won by
satisfaction among members and
by Gendermess Productions.
Festival as a whole.
WA work destined to succeed
Ginava’s Messy Friends presented
alternative to the physical passes presented in ARTRAGE Managed a physical pass to use as exit their venues.
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FINANCIAL BREAKDOWN 2022 projections are based on actuals to March and projections for the remaining 3 months of the year. All figures are consolidated and include ARTRAGE HQ, FRINGE WORLD Festival, Rooftop Movies, Girls School and other ARTRAGE Projects.
Customers are charged a Transaction Fee to cover some of the bank charges and presenters contribute a Ticketing Fee towards the cost of delivering a ticketing and box office service. Except for ARTRAGE Managed Venues, the organisation does not receive any of the box office income of shows.
Total Income 36%
BOX OFFICE REVENUE - PAID TO ARTISTS
13%
FOOD AND BEVERAGE SALES
10%
STATE GOVERNMENT FUNDING (DLGSC AND LOTTERYWEST)
9%
TRANSACTION AND TICKETING FEES
9%
STATE GOVERNMENT COVID-19 FUNDING
5%
BOX OFFICE REVENUE - FW MANAGEMENT FEE
4%
BOX OFFICE REVENUE - CINEMAS
2%
REGISTRATION, EVENT ADVERTISING
2%
CASH SPONSORSHIP (CORPORATE)
2%
LOCAL GOVERNMENT SPONSORSHIP (CITY OF PERTH)
2%
10
BOX OFFICE REVENUE - ARTRAGE PROGRAMS
2%
OTHER EARNED INCOME
1%
VENUE AND EQUIPMENT HIRE REVENUE
1%
MERCHANDISE AND VOUCHER SALES
1%
PARTNERSHIP ACTIVATION FEES
1%
ARTRAGE PROGRAMS - CO PRODUCTION FEES
$5 Million
$95.8+ Million
Paid out to FRINGE WORLD Ar tists and Venues in 2022
E stimated Economic Impact delivered by ARTR AGE in 2022
For ARTRAGE Managed Venues including Girls School and The Pleasure Garden, ARTRAGE takes a Management Fee of 32% of the show’s box office. This fee covers part of the costs involved in the presentation of the event within the ARTRAGE Managed Venue.
Food and Beverage sales only relate to a sale made at any ARTRAGE Managed Venues (The Pleasure Garden, Girls School and Rooftop Movies). ARTRAGE Annual Reports and Financial Reports are available to view on the ACNC website.
Total Expenditure 38%
BOX OFFICE REVENUE - PAID TO ARTISTS
16%
MANAGEMENT, PROGRAMMING, MARKETING AND PARTNERSHIPS PERSONNEL
10%
EQUIPMENT HIRE, TRANSPORT AND CONSUMABLES EXPENDITURE
8%
PRODUCTION AND TECHNICAL PERSONNEL
4%
ON COSTS AND ALLOWANCES
4%
MARKETING EXPENDITURE
4%
OTHER VENUE COSTS
4%
FOOD AND BEVERAGE EXPENDITURE
3%
BOX OFFICE AND FRONT OF HOUSE PERSONNEL
3%
VENUE HIRE COSTS
3%
ADMINISTRATION EXPENDITURE
2%
FOOD AND BEVERAGE PERSONNEL
2%
SECURITY PERSONNEL
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12
13 Hirt. Crushers Comedy Gala. Photo by Sophie
The Pleasure Garden. Image by Harry Rogers.
14
15
AUDIENCE PROFILE FRINGE WORLD reaches practically every demographic and market segment - from cultural connoisseurs through to mainstream professionals who rarely engage with the arts. Despite another challenging year, FRINGE WORLD continues to grow audiences across all segments and demographics with over 41% of customer accounts being created by new audience members.
Audience Age Range Our audience demographics continue to reflect our diverse program, boasting a steady and even distribution of audience members across all age ranges between 18 and over 72.
14%
14%
11%
15% 13%
13%
8% 5%
4%
3%
<1%
<17
NPS
68
18-23
24-29
30-35
36-41
42-47
48-53
54-59
60-65
66-71
72+
Net Promoter Score 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. A NPS above 50 is considered excellent. Comparatively Apple has a NPS of 47 and ebay has a NPS of 9.
Median Age Comparison The FRINGE WORLD audience continues to hold a median age close to that of the Greater Perth Area (ABS, Census, 2016). This means that our audience spread is reflective of the wider community. While median age is the preferred method of indicating age, as it excludes the outliers, our average age is 46.9 within the 42-47 age bracket.
44.5
42.6
38.5
44.5
45.5
45.5
2018
2019
Greater Per th Population FRINGE WORLD Audience
44.5
44.5
44.5
36
2015
2016
2017
2020
2021
2022
Audience Occupation Over half the surveyed audience are identified as Professionals with 77%
56%
of all occupations indicating that they work outside of the Perth CBD.
This data reflects a wide audience spread throughout greater Perth.
14% 9%
7%
6% 3%
Professional
16
Office / Admin
Retired
Other
Student
Home Duties
3%
Technical
2%
1%
Unspecified
Unemployed
Audience Insights Steady representation of children’s programming and targeted advertising continues to attract families to Fringe. Of the surveyed audience, 23% confirmed that they were accompanied by a teenager or younger.
Attendees who WERE ACCOMPANIED TO AN EVENT BY A CHILD OR TEENAGER
AVERAGE NUMBER OF TICKETS
PURCHASED per customer account
4.1
4.1
TIC
10%
KE
5%
T
PRE-SCHOOL OR YOUNGER
KE
PRIMARY SCHOOL AGE
TIC
TEENAGER
T
8%
TIC KE T KE
23%
TIC
9%
T
Identify with an ETHNIC OR CULTURAL GROUP
WORK IN THE PERTH CBD (East, West + Northbridge)
2021
2022
17
Prime Motivators for Attending The top three reasons for attending an event continues to track as entertainment, atmosphere and programming. Fringe-goers inclined to stay at home attend FRINGE WORLD to share in cultural experiences with friends and family.
72%
To be ENTERTAINED
50%
58%
To enjoy the FESTIVAL ATMOSPHERE
To see a SPECIFIC SHOW
49% 35%
21% 8%
To SPEND TIME WITH A FRIEND, PARTNER OR FAMILY MEMBER
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To expose themselves/others to ARTS & CULTURAL EXPERIENCES
The event WAS GOOD VALUE
Just to enjoy A MEAL OR A DRINK
Total Attendance at Free and Ticketed Events 151,773
2012
215,956
2013
372,431
2014
660,093
2015
989,675
2016
758,184
2017
905,898
2018
857,747
2019
829,570
2020 468,850
2021
415,899
2022
Border restrictions and capacity limits had significant impacts on 2021 and 2022 attendance figures
Key Attendance Insights Would have STAYED HOME IF THEY HAD NOT MADE THE TRIP to FRINGE WORLD
Attendees VISITED MORE THAN ONCE during the 31 day Festival period
Accounts on the FRINGE WORLD ticketing system that were created by NEW CUSTOMERS
Have ATTENDED TWO OR MORE FRINGE WORLD FESTIVALS since it was established in 2011
66%
68%
41%
82%
19
Visitation to Arts and Cultural Events The largest proportion of FRINGE WORLD audience members indicate that they visit arts or cultural events between three to four times a year, with only 3% indicating that they had not attended any events.
Q: Over the past 12 months how often did you attend an arts or cultural event?
3%
At least ONCE A WEEK
44%
30%
At least ONCE A MONTH
3 - 4 TIMES A YEAR
Visitation from Interstate and Overseas Western Australian border controls
continued to have significant impact on visitation from Interstate and
International artists and audiences. The number of interstate travellers was
expected to rise in line with the scheduled
easing of border restrictions on 5 February 2022. A surge in COVID-19 cases following
the new year resulted in the postponement of the reopening of borders and therefore the cancellation of many Festival visitors.
20
1%
Interstate and Overseas Audience
4%
Interstate and Overseas Artists
19%
1 - 2 TIMES A YEAR
Perth Metropolitan Audience Distribution Ticket purchasers come from households in every residential postcode in the Perth metropolitan area.
≥6,900
5,500
4,000
2,700
≤1,300
Top Postcodes with Highest Ticket Sales 1. 2. 3.
6018 - Karrinyup, Innaloo, Doubleview 6163 - Hamilton Hill, Hilton, Kardinya 6000 - Perth
4. 5. 6. 7. 8.
6019 - Scarborough, Wembley Downs 6164 - Beeliar, Jandakot, Success 6060 - Joondanna, Tuart Hill, Yokine 6050 - Mt Lawley, Menora, Coolbinia 6065 - Landsdale, Wangara, Wanneroo
9. 10.
6008 - Subiaco, Shenton Park, Daglish 6027 - Joondalup, Mullaloo, Ocean Reef
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Fringe Silent Disco. Image by Sophie Hirt
22
FRINGE WORLD Friends Program The FRINGE WORLD Friends program is an annual subscription service offered
to fans wanting to get the most out of their Festival experience. Benefits given to Friends in 2022 included unlimited Skip the Line passes, access to Friends Night Out events, discounts to ARTRAGE cinema events, free merchandise, early access to tickets and special invites to exclusive events.
$55
AVERAGE SAVINGS made by Friends annually
UP $21
From 2021
+47%
Membership Retention on the Rise Membership retention across all industries has become increasingly challenging
with the rising cost of living and customer hesitancy increasing, particularly with long-term commitments.
The 2021 subscription program experienced a decrease of customer satisfaction due to the challenges of COVID-19. ARTRAGE tackled this proactively through a program overhaul, increasing year-round communications and adding benefits
while placing focus on the transparency of communications regarding COVID-19 cancellation policies.
The positive impact resulted in a measurable increase of satisfaction among members and increased engagement with the Festival as a whole.
NPS
50 +36%
“ ABSOLUTELY LOVED BEING A FRINGE FRIEND. THE VALUE FOR MONEY
76%
76%
Friends intend to RENEW THEIR SUBSCRIPTION
Agreed their Friends Subscription was GOOD VALUE
WAS AMAZING, AND AS A RESULT I WAS AT A DIFFERENT SHOW ALMOST EVERY NIGHT! Friend aged 24-29. Bassendean. 2022.
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“
FRINGE WORLD EQUALS FREEDOM. FREEDOM TO BE ABLE TO SEE A VARIETY OF SHOWS. SHOWS THAT QUESTION THE NORM AND MAKE US THINK ABOUT HOW SOCIETY’S VALUES ARE CHANGING, LEADING TO A MORE OPEN AND INCLUSIVE SOCIETY.
Quote: Customer aged 54-59. Riverton. 2022. Image: MÂCHÉ XL. Photo by Jason Matz.
24
25
Ginava’s Messy Friends. Photo by Adrian Thomson
26
27
CULTURAL & SOCIAL IMPACT FRINGE WORLD Festival continues to stimulate mainstream Perth audiences to try new things, serving up
a diverse program with wide geographic spread and a rich variety of offerings at an affordable price. In the wake of the pandemic the Festival continues to target flow on benefits for the wider West Australian community engagement with culture and the arts.
$30
AVERAGE TICKET PRICE
Affordability Drives Access to Events and Arts FRINGE WORLD continues to maintain an average ticket price of $30.
Affordable pricing combined with over 34 FREE COMMUNITY EVENTS
such as the Fringe Sunday Funday worked to attract an increase in the number of families attending the Festival.
98% OF THE SURVEYED FRINGE WORLD
82%
89%
AUDIENCE PLAN TO REVISIT THE FESTIVAL AGAIN IN 2023
Festival visitors WILL TAKE GREATER RISKS AND SEE LESS WELL-KNOWN ARTS EVENTS in the future
Festival visitors ARE MORE LIKELY TO ATTEND MORE ARTS EVENTS in the future
Strengthening Perth’s Image Audiences agree that the Perth community comes together as a whole during Fringe time. The flow-on benefits
of the month long celebrations continue to inspire and better Perth’s image whilst fostering positive social cohesion.
76%
100% Business respondents THINK THAT HAVING
Participating artists
THE WORLD’S THIRD
AS A PLACE TO VISIT
THE CITY OF PERTH IS
RECOMMEND PERTH
LARGEST FRINGE IN
GOOD FOR THE CITY
70%
95% Surveyed respondents AGREE THAT THEIR
Participating artists who AGREE
OVERALL EXPERIENCE
IMPORTANT PRESENTATION
WAS EITHER GOOD
THAT FRINGE WORLD IS AN
PLATFORM FOR THEIR WORK 28
AT FRINGE WORLD OR EXCELLENT
Perth’s Favourite Things About Fringe FRINGE WORLD Audiences indicate they attend the Festival to enjoy the unique atmosphere and vibe, with a growing appreciation for the variety of shows on offer. Audiences agree that Fringe brings the streets of Perth alive with people and entertainment, celebrating the impact that the Festival has on arts and culture in Perth.
83%
82% 64%
62%
57% 42%
ATMOSPHERE & VIBE
VARIETY OF SHOWS
Distinctiveness and Quality FRINGE WORLD continues to create unique opportunities for meaningful connection between audiences and artists. Fringe is renowned for its ability to attract audiences from all walks of life to engage in Perth arts and cultural activities. 77% of the surveyed audience work outside of the CBD. This indicates an impact that stretches far into the Perth community.
BRINGS ARTS & CULTURE TO PERTH
BRINGS THE STREETS OF PERTH ALIVE
AFFORDABILITY OF SHOWS
82%
Audience respondents BELIEVE THAT FRINGE WORLD IS AN EVENT THAT BRINGS THE COMMUNITY TOGETHER AS A WHOLE
VARIETY OF VENUES
87%
Audience respondents believe FRINGE WORLD ENABLES THEM TO SEE HIGH QUALITY PERFORMANCES THEY WOULD OTHERWISE NOT SEE
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Access and Inclusion Plan ARTRAGE strives to create open artistic opportunities for as many artists and audiences as possible. ARTRAGE’s Access and Inclusion Plan plays
a key part in working towards this goal, so that progress can be tracked, reported on and reviewed via stakeholder feedback.
77%
This plan was developed following feedback post the 2019 Festival, with
the organisation now entering year three of the five-year plan. ARTRAGE is proud of what has been achieved thus far, but there is still work to be
done in improving practices to ensure access and inclusion of all persons. The open-access Festival framework means that there are limitations to what can directly be controlled, however ARTRAGE is always looking at ways to improve.
Percentage of the 60
ACTIONS COMPLETED
Of the 123 deliverables in the Plan, 109 have been completed in line with the accomplishments of 2021. Since 2021 some of the overall actions
identified have been re-evaluated to make further improvements in some
areas to achieve better accessibility across ARTRAGE activities (including
the accessibility of Independent Venues), as such of the 60 actions, 46 were achieved in 2022 (50 in 2021). Additional internal actions will be engaged
over the final two years of the Plan, with the hopes to achieve all 60 actions.
ADMIT T WO
642 TICKETS WERE ISSUED TO
COMPANION CARD HOLDERS
Future Improvements ARTRAGE is seeking to improve its practices and increase the overall participation and recognition of Aboriginal and Torres Strait Islander
peoples in its projects. In 2021, work commenced to expand ARTRAGE’s Access and Inclusion Plan to include outcomes relating to recognition,
89%
Percentage of the 123 DELIVERABLES COMPLETED
113
and consultation within the organisation. This was unable to be achieved due to limitations and the diversion of organisational resourcing to
achieve COVID-19 compliance. ARTRAGE endeavours to achieve this outcome prior to the next annual review of the plan.
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WHEELCHAIR ACCESSIBLE PERFORMANCE SPACES
Activations of Perth City and Surrounds FRINGE WORLD is an open-access Festival which means anyone from anywhere is welcome to participate. The popularity of this model continues to promote growth and spread of venues across the state. Not including venues within the City of Perth there were a total of 31 venues in the Northern Metro area, 28 venues in the Southern Metro area and 9 venues in the Eastern Metro area. The 2022 Festival featured three types of venues:
ARTRAGE Managed Venue
Independent Venue
Independent Hub Venue
Venues that are MANAGED BY ARTRAGE. In 2022 ARTRAGE Hub Venues included The Pleasure Garden and Girls School.
Venues that participate in the Festival that are INDEPENDENT OF ARTRAGE. Ranging from large scale brick and mortars (e.g. Connections) to pop-up areas (e.g. LoCale).
A Venue with a significant CURATED PROGRAM OF EVENTS (e.g. State of Play at STCWA and THE RECHABITE).
1 - 4 VENUES City of Armadale City of Gosnells City of Melville City of Cockburn City of Wanneroo Town of Mosman Park City of Bayswater City of Canning City of Joondalup City of Kalamunda City of Mandurah City of South Perth City of Subiaco City of Swan Town of Cambridge Town of Victoria Park
5 - 20 VENUES City of Stirling
City of Fremantle City of Vincent
21+ VENUES City of Perth
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Department of Local Government, Sport & Cultural Industries (DLGSC) Benchmarks The majority of the data reported in this Impact Report
For the Culture Counts surveying, 2,077 responses
is assessed by ARTRAGE using methodology that was
were collected from public attendees via online delivery
survey data outlined on Page 92. Since 2021, Culture
survey contained a range of ‘dimension’ questions,
originally devised by BOP Consulting UK and using the Counts has conducted an analysis to measure the
impact of the Festival. Compared to results for 2021, all dimensions measured at FRINGE WORLD Festival achieved a higher average score in 2022.
Culture Counts also assessed a portion of the Festival’s
links sent to the email addresses of ticket holders. Each
asking stakeholders about their experience of the event. These dimensions have been developed and tested in
collaboration with industry, practitioners and academics to measure the impact and value of arts and cultural events and activity.
audience and stakeholders in order to report as part of
The dimensions that ARTRAGE reports on are as follows
Government, Sport and Cultural Industries (DLGSC).
audience to rate how much they agree or disagree with
its contract requirement with the Department of Local
ARTRAGE did not proceed with Culture Counts assessing all of its survey data because of budget constraints. DOMAIN
DIMENSION
Captivation QUALITY
Distinctiveness Presentation Meaning
and were assessed based on asking the surveyed
the statement in relation to their attendance at a FRINGE WORLD ticketed event in 2022: DIMENSION STATEMENT
It held my interest and attention It was different from things I have experienced before It was well produced and presented It moved and inspired me
CULTURAL Relevance
It gave me a better understanding of today’s world
Access
It gave me the opportunity to access activities I would otherwise not have access to
Connection
It helped me to feel connected to people in the community
SOCIAL
The metrics Relevance, Meaning, Captivation, Distinctiveness and Presentation are contractual requirements of State Government funding.
Please click here to read the full ARTRAGE Report by Culture Counts.
32
Response Level Benchmarks The below chart shows the average dimension results achieved by the FRINGE WORLD Festival, compared to the DLGSC
benchmark average and interquartile range (the typical range of results for that dimension). All dimensions measured at FRINGE WORLD Festival across the previous two years received higher average dimension scores in 2022 than in 2021. Each dimension improved by +3 or +4, suggesting consistent improvement across all areas covered by the dimensions. CAPTIVATION
ACCESS 84
PRESENTATION
73
MEANING 83
DISTINCTIVENESS
67
RELEVANCE 59
76 NEUTRAL
CONNECTION 76 NEUTRAL
STRONGLY AGREE
STRONGLY AGREE
Surveys with less than 30 responses removed prior to analysis. Count per dimension: 28 < s < 160; 6,144 < n < 23,498. Note: The x-axis starts at ‘Neutral’ (50).
Average response level result overlaid above the benchmark range of average results (i.e. Interquartile range)
Three out of seven comparable dimensions fell within the
low budgets and seasoned performers with large budgets
the Arts Organisations Investment Program (AOIP). This
which of the 500 shows a respondent may have seen; either
DLGSC’s benchmark range for organisations funded through indicates that results for ‘Captivation’, ‘Distinctiveness’ and ‘Connection’ are in line with other evaluations undertaken
by AOIP organisations. The result for ‘Connection’ was in the upper section of the interquartile range, meaning that this result is above average when compared to the benchmark range.
The dimension questions were asked of customers in
relation to a specific show, not the Festival overall. FRINGE
WORLD is an attractive option for both emerging artists with
and high-class acts, which means that results will depend on an emerging artist or tested and toured production. As such, the Presentation dimension is not a fair way of assessing all events within the Festival, or the Festival itself.
Likewise, it is irrelevant that audiences may have judged a FRINGE WORLD show as not giving them a better
understanding of today’s world (the ‘Relevance’ metric)
because the show’s creators may simply have wanted to entertain the audience, in which case the ‘Captivation’ metric would be the relevant metric for them.
33
“ FRINGE IS A MAGNIFICENT COMING TOGETHER OF PROGRESSIVE EXPRESSION, ART AND COMMUNITY. EVERY YEAR I’M IN AWE OF THE TALENT AND LOVE POURED INTO EVERY ASPECT OF THE FESTIVAL. THERE’S SOMETHING FOR ALL AGES, ALL GENDERS, ALL IDENTITIES, NO MATTER WHERE IN THE WORLD YOU ARE FROM. Quote: Customer aged 24-29. South Perth. 2022.
Image: Little Death Club. Photo by Johannes Reinhart.
35
VIKINGS. Photo by Elle Yang.
36
37
PROGRAM & ARTISTS
FRINGE WORLD Festival delivered an incredible result of over $5 million paid out to artists and venues in 2022. Border restrictions continued to impact interstate and international artist participation in 2022 with around 70 events cancelled as a result of border controls. Cancellations are less than ideal for all involved however the number of scheduled events signifies a healthy appetite for a more robust Festival program in 2023.
8%
7%
WA
INTERSTATE
INTERNATIONAL
Artist Origins
2,120
85%
Participating Artists
Artist Age Range
32%
18% 13%
14%
10%
<1%
<17
18-23
24-29
30-35
36-41
42-47
3%
3%
48-53
54-59
6%
60+
Event and Attendance Overview
455
4,995
415,899
Individual Performances and Exhibition Days
Events
283
44
Premiere Events
Attendance at Ticketed and Non Ticketed Events
9
WA
230
AUS
WORLD
Event Genre Split
28%
Comedy continues to be the largest genre within the program, closely followed by Music & Musicals in the number two spot.
21%
14%
15%
8% <1%
Street Performance
38
3%
3%
Dance & Physical Theatre
Circus
4%
4%
Visual Arts & Film
Community & Special Events
Children’s Events
Theatre & Performance
Cabaret & Variety
Music & Musicals
Comedy
Average Attendance Per Genre Due to COVID-19 and border restrictions, the number of events in the Festival fluctuated throughout. An event has
been included in the figures if it registered and went on sale to the public, however a number of shows were cancelled in their entirety due to border restrictions in 2022.
52%
43%
50%
42%
52%
35%
47%
Cabaret & Variety
Comedy
Music & Musicals
Theatre
Circus
Children’s Events
Dance & Physical Theatre
Event Net Sales From Box Office This graph illustrates how
Less than $2,500
took home after ticketing fees
$2,501 - $5,000
WORLD. This is not the final
$5,001 - $10,000
much money the presenter were deducted by FRINGE
income amount received by
the presenter as it does not consider outstanding costs
such as venue hire fees, costs
for technical equipment, artist
$10,001+
15%
20%
24% 41%
wages and so forth.
39
Artist Goals With the different motivations artists have to participate in the Festival, the expected financial benefit can vary greatly for each person; from those who plan to break even and cover the costs only, to those that aim to generate significant revenue. Q: Which of the following best describes the personal financial benefit that you received?
13%
It was a good earner for me
I was happy with the amount but it could have been better
25%
I was disappointed with the amount but still made something
20%
I covered my costs only
12% 18%
I lost money
12%
Other
52%
65%
Artists likely to RECOMMEND FRINGE WORLD TO OTHER ARTISTS
Agree that participating in FRINGE WORLD IS IMPORTANT TO THE DEVELOPMENT OF THEIR CRAFT as an artist
40
60%
Artists who were OVERALL SATISFIED WITH FRINGE WORLD
Reasons for Participating
Q: What were your primary aims in participating in FRINGE WORLD Festival 2022?
73% 50%
46% 31%
35% 19%
11%
To expose my performance/ project to new audiences
To develop my performance/ project
Participant Confidence in Opportunities Created
Just for fun
To make money
To gain access to artistic networks
3%
As a testing ground before venturing to other festivals
To gain access to media and promotional networks
To gain access to funding bodies or corporate partners
52%
36%
20%
13%
OPPORTUNITIES
OPPORTUNITIES
OPPORTUNITIES
OPPORTUNITIES
IN PERTH
IN WA
IN AUSTRALIA
OVERSEAS
Results show that a
majority of surveyed
participants are either confident or very
confident in 2022 that their participation in
FRINGE WORLD will lead to other opportunities
and projects elsewhere in either Perth, WA,
Australia or Overseas, in the coming year.
ELSEWHERE
ELSEWHERE
ELSEWHERE
ELSEWHERE
41
Artist Performance Experience The Festival prides itself on its ability to provide platforms for emerging artists and create opportunities for them to
explore, experiment and develop their practice. In 2022, 48% of participants have been practicing in the arts for less
than five years. This reflects the unique ability of FRINGE WORLD to present work from a large volume of early career and emerging artists in Perth
Q : H ow ma ny ye a rs h ave yo u been per for min g /pa r ticipa tin g a s a n a r tist or presenter ?
42
< 2 years
2 - 5 years
5 - 10 years
13%
35%
29%
10 -15 years
15 - 20 years
20+ years
11%
5%
7%
Quality Comparison to other Fringe Festivals When rating the quality of FRINGE WORLD against other Fringe Festivals, the N/A responses represent the proportion of artists that have not visited or performed in another Fringe Festival in either Australia or overseas.
45%
AUSTRALIA
N/A
27%
65%
BET TER
10%
NEITHER BAD NOR WORSE
WORSE
12%
N/A
20%
8%
OVERSEAS
WORSE
BETTER
13% NEITHER BAD NOR WORSE
Artist and Participant Feedback
70%
66%
76%
Artists who agree FRINGE WORLD is an IMPORTANT PLATFORM FOR THEIR WORK IN WA
Artists who agree FRINGE WORLD provides an OPPORTUNITY TO SHOWCASE THE WORK OF EMERGING ARTISTS
Artists who would RECOMMEND PERTH AS A PLACE TO VISIT AFTER PARTICIPATING IN FRINGE 43
2
Festival Program Overview
$5 Million
Paid out to FRINGE WORLD Artists and Venues After the 2021 Festival was impacted by COVID-19 in a very sudden and abrupt manner, the 2022 season
ARTRAGE Managed Venues
110
Total Venues
was subject to constantly changing restrictions,
mandates and guidelines from the point of registration till the end of FRINGE WORLD. Despite this, the 2022 Festival still showcased a huge scale and variety of
talent throughout the Perth metropolitan area and paid testament to the resilience of the WA arts community. FRINGE WORLD uses an open-access model which
enables any event or venue to take part, pending the completion of a registration and the payment of the
registration fee. A characteristic of this model is the
wide array of venues and artists it invites; from well -
established touring companies to first-time performers; traditional theatres to pop-up venues.
COVID-19 Impacts Adapting to Mandates
152
Performance Spaces
36
Total Suburbs Represented
Border Restrictions
Impacts to Program
The Festival was one of the first large scale events in
Border closures between November and
the majority of its venues, which created short term
events in the program. Many shows were
WA that required mandatory proof of vaccination for challenges in managing patron entry and navigating the new ServiceWA app. A mask mandate was also introduced after the first weekend of the Festival
which required further updates and amendments to
the policies and procedures in place. FRINGE WORLD adapted quickly to the requirements and provided a safe and enjoyable experience for all of the artists, audiences and members of staff. 44
February resulted in the cancellation of 70 rescheduled to make up for the reduced program in the latter half of the Festival, though several lucky events were able to go ahead as planned after the performers quarantined in multiple jurisdictions to get into WA. The Festival
extended its dates for events in independent
venues, enabling shows affected by restrictions to still have a platform to perform.
Participants Workshops Delivered
Each year, the Program Team delivers multiple workshops and networking events aimed and offering additional engagement and learning opportunities for Festival participants. These workshops ranged from Participant Mixers to Marketing Info Sessions, as well as an Industry Workshop presented by CircuitWest. A new initiative offered in 2022 was Acknowledge This!, a workshop that taught participants how to write and deliver their own Acknowledgement of Country to preface their shows.
Mermaids
Hall of Fame Induction The iconic FRINGE WORLD Mermaids, presented by Fliptease, celebrated 10 years with the Festival and were the recipient of the Hall of Fame Award in commemoration of this incredible milestone.
Gifting Tool
For Events Cancelled by COVID-19 The ARTRAGE Team built a gifting tool in advance of the 2022 Festival which enabled customers to choose to ‘gift’ their ticket to the artist when an event was cancelled due to COVID-19. Artists adversely affected by the pandemic were gifted just under $10,000 in ticket sales by the implementation of the tool.
Artist Support
Special Ticket Type Delivered Artist Support Tickets are a special ticket type available to Participants which allows them to buy a $10 ticket
with all income going directly to the event (no ticketing
fees deducted by FRINGE WORLD). This season showed an increase in the number of Artist Support Tickets
purchased with over $28,000 in income delivered back to FRINGE WORLD events.
Independents
Program Strengthened
Independent events and venues continued to shine as the largest aspect of the FRINGE WORLD Festival program. New venues including The Royale Theatre and Oasis Comedy Club created more unique spaces for artists to host their shows in. Independent events took place from Kalamunda to City Beach and Mandurah to Wanneroo, bringing over 264 events all over the Perth metropolitan area.
Girls School
Final Season Presented
The 2022 Festival turned out to be the last time ARTRAGE could present Girls School as one of our ARTRAGE Managed Venues due to the expiration of the lease on the building. The Girls School program was a huge success across the Festival, boasting a plethora of local WA events that saw over 30,000 people through the venue. The Main Hall became a hard -walled version of a spiegeltent, and hosted two Award winning shows; ONSEN by Taiko On (a WA based Japanese drumming group) who won the overall Music & Musicals Award, and GODZ by Head First Acrobats winning the overall Circus Award.
Awards
Program Resumed
The Awards Program celebrated some of the best new shows within the Festival. Weekly Award Winners were announced throughout the season with overall winners revealed at a ceremony on the final day of FRINGE WORLD. In addition to genre winners, the ceremony also awarded The Blaz Award for outstanding new WA writing (won by Kind Regards, Michelle Aitken by Hey, Precious!), and the Martin Sims Award to recognise the best new WA work destined to succeed on the world’s stage (won by Ginava’s Messy Friends by Gendermess Productions). The full list of Award Winners is listed on the following page. 45
FRINGE WORLD Award Winners The FRINGE WORLD Awards Program celebrates the best new works
presented at the Festival, with accolades for each genre in addition to
some unique specialty awards. The judging panel is comprised of over 100 individuals from across cultural industries in Perth and beyond.
$326,500 HAS BEEN AWARDED TO FRINGE WORLD PARTICIPANTS SINCE 2012!
Martin Sims Award
Presented by FRINGE WORLD
Community & Special Events Award
Gendermess Productions
Yas, Quiz Me Daddy
Ginava’s Messy Friends
The Blaz Award
WAAC
Presented by FRINGE WORLD
FRINGE WORLD Mermaids Fliptease
Presented by FRINGE WORLD
Dance & Physical Theatre Award
Independent Hub Award
Hey! Precious
MERCY
State of Play
Cabaret Award
Visual Arts & Film Award
Kind Regards, Michelle Aitken
Presented by Kleenheat
Life’s A Drag - The Sequel
Presented by iiNET
Pro-West Dance Company
Presented by oOh! Media
Starship Cruising
Proud Entertainment Group
DADAA and Ellenbrook Arts
Children’s Event Award
Music & Musicals Award
A One Man Circus
ONSEN
Presented by City of Perth Ricochet Circus
Presented by Nova 93.7 Taiko On
Circus Award
Theatre & Performance Award
GODZ
DIRT by Angus Cameron
Presented by MadFish Wines Head First Acrobats
Presented by K&L Gates
THE RECHABITE
Perth Now Critic’s Choice Award Presented by Perth Now
Chicken Flavour
Luke Joseph Ryan
Patrick Livesey
Off Chops
Bogan Shakespeare Presents: Julius Caesar
All Horn-ed Up! with the Two Cent Professionals
\
Independent Venue Award
Melbourne Fringe Tour Ready Award
Variety Line-up Award
BS Productions
Presented by FRINGE WORLD
Presented by Old Young’s
Comedy Award
Presented by Gage Roads Brew Co.
46
Presented by Lotterywest
Hall of Fame Award
Presented by ABC Radio Perth
Two Cent Professionals
Presented by Melbourne Fringe YUCK Circus
Spirit of the Fringe Award
Presented by FRINGE WORLD
Nick Mortimer
Getting The Show Back On The Road In response to the pandemic, the State Government provided suppor t to ar tists and events through sharing the risk of lost ticketing revenue or registration fees for events through its Getting the Show Back on the Road funding package.
In 2021, the State Government , through the Depar tment of
Local Government , Spor ts and Cultural Industries provided over $2 Million to ar tists and events that par ticipated in
the 2021 FRINGE WORLD Festival season and over $400,000
and counting for the 2022 season, with final amounts still to be confirmed. Without FRINGE WORLD providing a platform
to per form, a number of Ar tists would not have been able to access this much needed suppor t.
$2+ Million Paid to FRINGE WORLD Participants in 2021 through the Getting the Show Back on the Road Funding Package.
Image: Stardust Lounge. Photo by Adrian Thomson.
“
FRINGE IS A VIBRANT PART OF THE PERTH CALENDAR. IT’S THE MONTH I LOOK FORWARD TO EVERY YEAR. I LOVE STAYING FOR THE WEEKEND TO EXPERIENCE THE ATMOSPHERE AND HAVING THE OPPORTUNITY TO WATCH SOMETHING NEW AT SUCH AN AFFORDABLE PRICE. Quote: Customer aged 36-41. Midland. 2022. Image: You Are. Photo by Adrian Thomson.
49
Fri n ge Sun d ay Fun d ay Sup po r te d by Lo t te r y we s t . P h o to by M i l e s N oel.
50
51
SUPPORTING ACTS FRINGE WORLD couldn’t deliver the social and cultural impact it does each year without the help of its
supporters. The Festival takes pride in creating and maintaining partnerships that strive to deliver ongoing value and benefits to the greater Western Australian community. Working collaboratively with partners and supporters to bring their brands to life both during the Festival and through associated campaigns. The following are some key highlights from the 2022 season brought to life by FRINGE WORLD and its awesome supporting acts.
Lotterywest Grant Support FRINGE WORLD’s Principal Supporter Lotter y west has been championing the Festival for over 10 years. Lotter y west’s ongoing commitment to the Festival has helped to create opportunities for the whole community to come together
and celebrate culture and the ar ts, while helping to create
an important platform for local artists to connect with each other and their West Australian audiences.
In 2021, Lotterywest continued to bolster its support of the Festival by committing $1.2 million annually towards the
8,633
Attendees
86
Sessions
production of FRINGE WORLD and the creation of Fringe
Sunday Funday, a new free large-scale community event. Lottery west also proudly presents the Lotter y west De Parel
Speigeltent, found in The Pleasure Garden. The iconic venue was brought to life in 2022 with top performances from acts including Family Rave Day, Club D’amour, and Lucy Peach.
9
Events
1 Day Event
14K+
Attendees
Huge Free Community Event
34+
The inaugural Fringe Sunday Funday held in 2022 was one
Business
giant, free, family-friendly community event that flooded Perth with Fringe fun for the first Sunday of the Festival.
Over 3,000 sqm of pink astro turf was laid on the road to house three stages, children’s activity stations, alfresco
dining areas, disco balls and bunting that stretched from
176
Roe Street to Francis Street along the bustling and vibrant William Street in Northbridge.
Artists
Despite the implications of enforcing COVID-19 mandates across the event, the day was a huge success, connecting over 14,000 attendees with 176 artists and over 34 local hospitality and retail businesses.
619K+
Audiences were thrilled throughout the day with sample
performances provided by acts such as WASAMBA!, Drag
Time Music Hall, ONSEN, Gavin Nicklette and Cece Desist.
Social Media Reach
This awesome event was made possible thanks to grants
delivered by Principal Supporter, Lotterywest, and in-kind sponsorship support provided by PerthNow.
66%
Businesses who agree that the activity was beneficial for business
Fr i n ge S u n d ay Fu n d ay S u ppo r te d by Lo t te r y we s t . P h o to by M i l e s N oe l .
53
The Pleasure Garden. Photo by Miles Noel.
54
100% Of donations made to the Fringe Fund
go directly towards supporting artists
Cheers to the Fringe Fund! Since 2017, ARTRAGE has collected donations for the Fringe Fund, to help support FRINGE WORLD artists to shine. This
20.6K+
Individuals Donated to the fund in 2022
past year the Fringe Fund has raised $52,654 through the
generous donations made by our audiences and supporters. In 2022, ARTRAGE launched the Keep On Fringing Grant
through the Fringe Fund. This grant was devised to provide
direct support for artists who have experienced an unforeseen
hardship in the lead up to or during their 2022 Festival season.
$52.6K+ Raised through the Fringe Fund in 2022
Festival participants could apply for grants up to $1,500 to help get their show on stage, back in costume and turn the
music back on in order to successfully complete the rest of their FRINGE WORLD season.
The Keep On Fringing grant recipients for 2022 were awarded to GODZ presented by Head First Acrobats, CIRCUS FIRE
Spectacular! presented by ZAP CIRCUS and A Day at Glass
$353K+
Raised through the Fringe Fund since 2017
Slipper High presented by Glass Slipper Entertainment.
THE FRINGE FUND EXTENDS A HUGE THANK YOU TO EVERYONE WHO HAS DONATED AND HELPED OUR ARTISTS TO SHINE!
Cheers to the legends at Gage Roads Brew Co. who top up the Fringe Fund
through sales of Hello Sunshine Cider 55
New Philanthropy Program In 2021, ARTRAGE announced a transition in the partnership with Woodside Energy. The new focus to the partnership supports the delivery of a philanthropy program at ARTRAGE as the organisation looks to delve into new and exciting opportunities. Support has been directed towards staffing, technology and planning costs, in turn allowing ARTRAGE to become a more sustainable organisation with a diversified and balanced income portfolio, that creates new works and Artist opportunities year-round.
Festival Au dience. Photo by S ophie Hir t .
High fives for Top 5 iiNet joined the FRINGE WORLD family in 2021 as a Major Partner, helping audiences choose what to see in 2022. iiNet shared their top 5 picks each week through an initiative designed to help audiences choose what to see in the busy Festival program. Through the affable and lovable Finn, videos were posted weekly across FRINGE WORLD socials and networks with giveaways for excited Fringe-goers. iiNet’s Top 5 made the Festival experience easier and even more exciting!
iiNet’s Top 5 Presenter Finn .
56
Wellbeing Weekend FRINGE WORLD partnered with Lifeline WA for a second year to host the Lifeline Wellbeing Weekend, aiming to raise funds and awareness to support people in our community experiencing personal crisis or thinking about suicide. Audiences were encouraged to donate across the weekend with donation stations across The Pleasure Garden and Girls School as well as through our ticketing system. We also held a fundraiser screening at Rooftop Movies of The Castle with $5 from every ticket sold going to Lifeline! Our grand total of money raised for Lifeline was $5,349.35!
Wellbeing Weekend. Photo by Kelly Pilgrim - B yr n e.
Sizzling Engagement Kleenheat has been a Major Partner of
FRINGE WORLD since the 2018 Festival.
Letting life flow, the Kleenheat Sizzle Factor returned helping guide audiences choices from mild to extra spicy show ratings!
The Kleenheat Krossing also returned in 2022. Enthusiastic performers dressed
in their sparkliest cyan to create a show
(and traffic!) stopping spectacle, helping to entertain Pleasure Garden visitors as they crossed James Street safely.
Kleenheat Krossing. Photo by S tephanie Col e.
57
VIKINGS. Photo by Ellie Yang.
FRINGE WORLD Media Call. Photo by Jason Matz.
60
61
MEDIA & MARKETING
The FRINGE WORLD Festival marketing campaign encompasses elements across print materials, outdoor media, multiple digital platforms and media campaigns. Social platforms have a maintained a strong and consistent growth in followers across all channels, reflecting strong engagement with new audiences.
$6.4+ Million
37.8+ Million Total A udience Reach
Total Media Value
FRINGE WORLD Festival +5%
142.5K+
+2%
Email Subscribers
69.6K+
+6%
Facebook Fans
31.5K+ Insta Followers
The Pleasure Garden
6.5K+ Facebook Fans
Girls School
2.4K+ Insta Followers
+19%
6.3K+
Facebook Fans
+19%
5.3K+ Insta Followers
Website and App Traffic
Campaign Period 7.10.21 - 27.2.22
1.5+ Million
723K+
Total Website Sessions
78%
Devices
3.9+ Million
New Visitors
Total Website Pageviews
80K+
Total Users
319K+
Total Downloads
Mobile
39K+
App Sessions
(since launch)
75%
Active Users
22% Desktop
23% via the app and 65% via the website
Campaign Period 7.10.21 - 27.2.22
1,817,353 SESSIONS
1,567,187
SESSIONS
1,805,922 SESSIONS
801,844 USERS
706,731 USERS
Tablet
Online Ticket Sales
Users and Sessions
1,640,463 SESSIONS
3%
319,033 APP
723,987 USERS
1,248,154 WEBSITE
706,731 USERS
39,344 APP
684,643 WEBSITE
2019 62
2020
2021
2022
Marketing Strategy The 2022 campaign was built off the insight that the
FRINGE WORLD’s media partners add enormous in-kind
year of cancellations and disappointments, the Festival
key contractors Dilate Digital and Buzz Marketing across
daily grind can leave people ‘switched off’ and after a
was on and ready to wake up the city. The tagline; “IT’S ON” acted as a proclamation of readiness, eagerness and anticipation that FRINGE WORLD was back.
Through the use of reoccurring elements, the branding (which was developed in-house) seamlessly translated across various outputs to tell a cohesive message.
value to the campaign. Support was also provided by
digital advertising and PR.
The 2022 campaign also included elements of city-wide activation with the stunning visual of 3,000sqm of pink
astroturf down James and William Street for Lotterywest supported event Fringe Sunday Funday and flooding 13 key Perth landmarks with pink lights.
Buttons, confetti cannons and colourful bursts were
The 2021 campaign reached a cumulative audience of
Premier address, supporting artist imagery, and even
million across social, digital, print, TV, cinema, outdoor
integrated across everything from the trailer to the an interactive photo opportunity on site.
over 37.8 million with a total media value of over $6.4 and radio.
Campaign Highlights
63
Rooftop Movies. Photo by Miles Noel.
Rooftop Movies. Photo by Miles Noel.
66
67 Perth’s premier outdoor cinema celebrated its 11th vibrant season atop the CPP Roe Street Car Park. The season offered visitors four sunset drenched programs, serving up a mix of nostalgic
retro favourites and new blockbuster hits. Across the five month run over 30,500 attendees visited to experience a unique outdoor cinema with sweeping panoramic views of the Perth City skyline.
96%
Surveyed West Australian audiences LIVE IN THE PERTH METRO AREA
54%
Visitors indicated they had ALSO ATTENDED A FRINGE WORLD EVENT in 2022
99% OF ATTENDEES PLAN TO RETURN TO ROOFTOP MOVIES AGAIN IN 2023
89%
Agree Rooftop Movies contributes to MAKING NORTHBRIDGE A MORE VIBRANT PLACE
63
NPS
Net Promoter Score
Rooftop Movies Season Overview Rooftop Movies offers a unique, colourful and social experience in the heart of Northbridge. The team at ARTRAGE look forward to continuing to present excellent and engaging seasonal cinema experiences in Perth into the future.
30.5K Total Ticketed Attendance
$518.4K Total Box Office Income
265
Average Nightly Attendance
OC
102
63
Sold-Out Events
Film Events
+12%
39.2K Email Subscribers
68
14
Special Events
+7%
19K Instagram Followers
15
Open Caption Screenings
+4%
43.7K Facebook Followers
Rooftop Movies. Photo by Miles Noel.
69
Girls School. Photo by Miles Noel.
Rocky Horror Picture Show. Photo by Matthew Gedling
72
73 Girls School returned for a fourth and final season, with an expanded program offering new
experiences in classroom spaces at Girls School, as well as returning the Girls School Cinema program to the main hall. New programming included art workshops, stand-up comedy, interactive board game experiences and immersive cinema events.
97%
Agree Girls School Cinema
is UNIQUE IN RELATION TO OTHER ENTERTAINMENT
93%
Agree having Girls School
Agree Girls School Cinema
TO MAKING PERTH
MAKING EAST PERTH A
Cinema CONTRIBUTES
OPTIONS IN PERTH
SPECIAL AS A CITY
81% OF ATTENDEES WOULD RECOMMEND GIRLS SCHOOL AS A PLACE TO VISIT
92%
CONTRIBUTES TO
MORE VIBRANT PLACE
97%
90%
Of visitors were either VERY SATISFIED OR SATISFIED WITH THEIR GIRLS SCHOOL EXPERIENCE
Of visitors agree that GIRLS SCHOOL PROVIDES GOOD VALUE FOR MONEY
Girls School Cinema Season Overview Running alongside the cinema program, The Girls School Gallery returned with four exhibitions presented by the artist collective Private Island over three months. A jam-packed program included hosting Australian Baroque’s
awe-inspiring, sold-out Space Music season, a return season of Matt Hale’s Bonkers and musical performances
from St George’s Anglican Grammar School. A new food vendor, Melts, provided delicious toasties and warming soups through the season to complete the unique Girls School Cinema experience.
15.1K Total Ticketed Attendance
161
Total Box Office Income
169 Sold-Out Events
Film Screenings
+12%
39.2K Email Subscribers
74
$518.7K
400
Special Ticketed Events
+7%
19K Instagram Followers
123
Average Nightly Attendance
11
New Event Formats
+4%
43.7K Facebook Followers
Girls School. Photo by Miles Noel.
75
Rocky Horror Picture Show Immersive Halloween Spectacular ARTRAGE produced The Rocky Horror Picture Show Immersive Halloween Spectacular to conclude the 2021 Girls School season.
The show was a participatory experience of the
cult-classic film, The Rocky Horror Picture Show, in
shadow-cast format. ARTRAGE led on all facets of this
production from casting to direction, design to ticketing, branding to marketing.
The performance was workshopped with seven WA-based performers in the disciplines of drag, burlesque, drama,
circus and dance to result in the final product. The show ran for six performances over the Halloween weekend. To effectively utilise space, allow audience interaction
and provide accessible ticketing, there were three tiers of ticket prices available, VIP, General and Standing.
Dressing up was encouraged and ticket holders arrived dressed to theme.
83%
Average Attendance
1417
Tickets Sold
The experience had an additional dining element that ran in parallel to the main show. For a top price of $140, VIP
patrons were given a private performance and a specially themed dining menu that complimented the performance starting with a “blood” filled syringe and ended with a science experiment inspired dessert.
The learnings from this project, as well as the
production’s success, have provided a springboard for the ARTRAGE team to pursue further creative performance projects for 2022 and beyond.
Rocky Horror Picture Show. Photo by Matt Gedling.
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Briefs Factory International: Dirty Laundry When long-time Festival artists, Briefs Factory
International, had to cancel their 10th anniversary
season of FRINGE WORLD, the internationally renowned boylesque troupe wondered when they would next
find themselves on WA soil. Much to Perth audiences’
delight, Briefs returned to present a world première in August of the same year.
Briefs’ Dirty Laundry saw twelve performances across 10 days, captivating patrons with their iconic mix of
spectacular circus, cheeky cabaret, comedy and dance.
93%
Average Attendance
4474
Tickets Sold
The co-production marks the start of a new era for
ARTRAGE, which places collaboration and activation outside of the Festival at the forefront. With an
attendance rate at over 93%, it’s clear that audiences are hungry for more productions of this nature.
In this groundbreaking first, ARTRAGE co-presented the
The success of Briefs’ Dirty Laundry demonstrates
where the Main Hall was transformed into a 434 seater
renowned artists, through connections forged at FRINGE
major production at Girls School outside of the Festival, performance space, complete with production rig and runway for maximum audience immersion.
ARTRAGE’s unique ability to work with internationally
WORLD, and promises the opportunity to bring exciting and entertaining work to unique spaces in Perth.
Briefs Dirty Laundry. Photo by Naomi Reed.
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We Can Dance Perth. Photo by Miles Noel.
78
79
WE CAN DANCE PERTH We Can Dance was an interactive dance video installation in Forrest Place by ARTRAGE for The City of Perth’s ‘Perth By Light’ festival in 2021. This free community event allowed audiences to engage in We Can Dance by participating in recording or by viewing.
Perth by Light Festival Headliner Created in collaboration with Internationally acclaimed Canadian luminaries Daily tous les jours and PAWA
Award -winning dancer\choreographer Mitch Harvey, We Can Dance invited members of the public into a
private recording booth where they could learn a dance taught to them by Harvey that would be recorded for the next person to learn from them and so on. These
recordings were compiled and screened on the Forrest Chase screen as one big group dance.
433
Average Daily Participants
7.8K
Active Engagements
+
1.9K
+
Surveyed
97%
participants who
CONSIDERED THE
ACTIVATION WELL PRESENTED AND PRODUCED
Recordings Generated
Surveyed
65%
participants who TRAVELLED IN
FROM OUTSIDE OF THE CITY OF PERTH
“
IT IS A TRULY AMAZING OPPORTUNITY TO BE ABLE TO WATCH WORLD CLASS ACTS WITH A WEST AUSSIE VIBE, RIGHT IN OUR OWN BACKYARD! Quote: Customer aged 54-59. Riverton. 2022.
Image: Rocky Horror Picture Show. Photo by Matt Gedling.
81
Magnus’ Explosion Laboratory. Photo by Adrian Thomson.
82
ECONOMIC IMPACT
83
The estimated total economic impact delivered by ARTRAGE in 2022 was more than $95.8 Million!
Impact Summary Survey respondents were asked to estimate how much they had spent as part of their visit, the level of influence on their decision to visit, as well as indicate what they would have done if they had not visited. Combining this data with attendance figures allows an overall impact figure to be generated. Economic impact is determined by three main factors: Spend:
Visits/Attendance:
Spending in the local economy. Includes spending as part of a visit, spending on accommodation for those staying overnight, and any other trip-related spending for those staying multiple nights.
The number of people spending money (converted to the number of nights for accommodation and longer trips).
Excludes spending on tickets or other items that would be captured through organisation expenditure (i.e. to avoid double-counting).
Additionality: The percentage of spending that would not have occurred otherwise.
IN-SCOPE ATTENDANCE
EVENT SPEND
ADDITIONALITY
TOTAL
ROOFTOP MOVIES
30,123
$41.82
75%
$935,918
GIRLS SCHOOL
15,115
$42.09
97%
$616,888
FRINGE WORLD
239,437
$99.94
76%
$18,187,986
TOTAL
284,564
$90.74
77%
$19,740,792
PROGRAM
Source: Culture Counts
Accommodation and Trip Spending Impact NIGHTS
ACCOM SPEND PER NIGHT
TRIP SPEND PER NIGHT
ADDITIONALITY
TOTAL
2,076
$136.55
-
52%
$147,053
GIRLS SCHOOL
608
$158.33
-
43%
$41,691
FRINGE WORLD
9,391
$111.75
$112.34
47%
$992,519
12,074
$118.36
$112.34
48%
$1,181,263
PROGRAM ROOFTOP MOVIES
SUMMARY
Source: Culture Counts
Return on Investment Direct Impact
$33,618,242
Multiplied Impact
$95,867,428
State Government investment Direct spend per $1 invested
$1,450,000 $23.1
Multiplied spend generated per $1 invested
$66.11
Total bed nights
12,074
Direct Employment (FTE)
248
Multiplied Employment (FTE)
438 Source: Culture Counts
84
Economic Impact Summary DIRECT IMPACT
MULTIPLIED IMPACT
$1,082,971
$3,174,712
Event /Visit
$935,918
$2,770,316
Accommodation
$147,053
$404,396
$658,579
$1,940,639
$616,888
$1,825,990
$41,691
$114,650
$19,180,505
$56,644,810
$18,187,986
$53,836,438
Accommodation
$528,139
$1,452,383
Trip
$464,380
$1,355,989
$11,875,906
$31,708,669
Attendee Spending (Rooftop Movies)
Attendee Spending (Girls School) Event /Visit Accommodation Attendee Spending (FRINGE WORLD) Event /Visit
Organisation Expenditure ARTRAGE (Other)
$3,246,569
FRINGE WORLD Festival
$7,592,162
$20,271,073
Rooftop Movies
$709,304
$1,893,842
Girls School Cinema
$327,871
$875,416
$820,281
$2,398,598
$33,618,242
$95,867,428
Artist Expenditure (FRINGE WORLD) TOTAL
$8,668,339
Source: Culture Counts
85
Crème de la crème Photo by Adrian Thomson
86
Employment, Tourism and Comparisons Using the Impact Summary, additional analysis has been conducted to report the impact of ARTRAGE activities on employment, as well as the percentage of spending that was undertaken by different types of tourists.
Survey respondents who identified as living Intrastate, Interstate or Overseas were asked additional questions
about their trip spending and reasons for visiting. This data is used to determine the economic impact of the event on tourism-related spending (i.e. the spending that would not have occurred otherwise).
Tourism Impact Summary - FRINGE WORLD DIRECT IMPACT Attendee Spending (breakdown below)
$1,754,216
- Elsewhere in WA
$1,268,560
- Interstate
$445,206
- Overseas
$40,450
Artist Spending
$142,182
TOTAL
$1,896,398 Source: Culture Counts
Employment Impact Summary DIRECT EMPLOYMENT (FTE)
MULTIPLIED EMPLOYMENT (FTE)
Attendee Spending (Rooftop Movies)
7.6
13.8
Attendee Spending (Girls School)
4.8
8.5
140.8
250.5
88.3
155
6.1
11
247.6
438.1
Attendee Spending (FRINGE WORLD) Organisation Expenditure Artist Expenditure (FRINGE WORLD) TOTAL Note: State Government investment does not include COVID-19 related payments.
Source: Culture Counts
87
Visitor Expenditure by Suburb Q: Where was your average daily expenditure prior to and after attending a FRINGE WORLD venue?
1% BASSENDEAN
2% SCARBOROUGH
4% LEEDERVILLE
6% MT LAWLEY
57% PERTH CBD
5% SUBIACO
6% FREMANTLE
67% NORTHBRIDGE
2% SOUTH PERTH 1% ROCKINGHAM
11% OTHER
88
Festival Impact On Local Business
34 City of Perth
75%
60%
Surveyed audience who
Surveyed audience
Think that FRINGE
NIGHTCLUB, OR A CAFE
AT A RESTAURANT
70%
BUSINESSES WHO
HAD A DRINK AT A BAR,
FRINGEY OFFERS
BEFORE OR AFTER
WERE PART OF THE PROGRAM DURING FRINGE WORLD
100%
Think that having the third largest FRINGE FESTIVAL IN THE WORLD IS GOOD FOR THE CITY OF PERTH
ATTENDING A FRINGE WORLD VENUE
who ATE A MEAL
BEFORE OR AFTER
ATTENDING A FRINGE WORLD VENUE
WORLD INTRODUCES NORTHBRIDGE TO PEOPLE
WHO WOULDN’T
NORMALLY VISIT
54%
48%
67%
Agree that FRINGE WORLD contributes to MAKING NORTHBRIDGE FEEL SAFER
Think that FRINGE WORLD has a SIGNIFICANTLY POSITIVE IMPACT ON THEIR BUSINESS
Indicated that THEIR LEVEL OF TRADING INCREASED DURING FRINGE WORLD 89
“
OUR ARTS AND CULTURE SECTORS NOT ONLY PROVIDE WONDERFUL ENTERTAINMENT FOR THE COMMUNITY, BUT ECONOMIC ANALYSIS HAS SHOWN THAT FOR EVERY $1 INVESTED IN FRINGE WORLD, $23 WAS SPENT IN THE LOCAL ECONOMY.
Quote: Hon. David Templeman MLA, Minister for Culture and the Arts Image: Briefs Bite Club. Photo by Matt Gedling.
ATTENDANCE AND SURVEY METHODOLOGY
ARTRAGE SURVEYS The majority of the data reported in this Impact Report is assessed by ARTRAGE using methodology that was originally devised by BOP Consulting UK and using the survey data outlined below. The economic impact of ARTRAGE’s activity in addition to analysis for DLGSC reportage was assessed by Culture Counts. Click here for the full Culture Counts report on ARTRAGE and for details of their survey size. ARTRAGE survey sizes are outlined below:
9,415 tickets purchased through other ticketing
systems (such as for shows at the State Theatre Centre of WA, His Majesty’s Theatre, THE RECHABITE and Subiaco Arts Centre).
The reported total Festival attendance for 2022 is
415,899+ and includes attendance at ticketed events, attendance at free and busker programs, attendance
at Lotterywest supported event Fringe Sunday Funday, attendance at Festival partnership activations and
Festival -goers enjoying The Pleasure Garden and Girls School.
•
2,077 online customer survey responses
There were many individual free programs and events
•
221 online FRINGE WORLD Friends survey responses
Sunday Funday, WASAMBA! at Girls School, Perth
• • •
• • •
141 online participant (artist) survey responses 80 online staff and volunteer survey responses 25 intercept business survey responses from a
sample of Northbridge and Perth CBD hospitality businesses
9 online neighbours survey responses
727 Rooftop Movies online survey responses
346 Girls School Cinema online survey responses
AUDIENCE CALCULATIONS The reported figure for attendance at ticketed and nonfree events for FRINGE WORLD Festival 2022 (including encore season). This is comprised of:
92
•
•
215,433 tickets processed through FRINGE WORLD
•
8,217 tickets purchased on the door at Festival
ticketing systems.
venues including artist pass entries.
during Fringe, Lotterywest supported event Fringe Chinese New Year Fair, FRINGE WORLD Mermaids,
FRINGE WORLD Silent Disco, visual arts exhibitions, partnership activations and nightly free programs
throughout The Pleasure Garden and Girls School. Free and busking program attendance is calculated
for all relevant programs and events utilising daily site and door staff reportage sheets, reportage estimates provided by program producers as well as presenters and artists. Due to the range of estimations provided by external sources and in order to be conservative,
the total attendance number is recorded as the lowest total of the projected attendance.
The reported figure of 415,899+ total attendance is at the conservative lower end of the projected 415,899 – 447,203 range.
Image: Aria Reprise. Photo by Sophie Hirt
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TEAM ARTRAGE BOARD
MARKETING
Chairperson
Kyle Jeavons
Vice-Chairperson
Saffron Solomon
Hon Treasurer
Ezra Hefter
Hon Secretary
Gabrielle Vitali
Board Members
Howard Cearns Anthony Robinson Rowan Clarke
Special Thanks
Renee Wingfield
Lindsay O’Sullivan
(Resigned 2022)
Chief Executive Officer
Sharon Burgess
Marketing Director
Jo Hos
Business Director
Amy Riley (Resigned 2021)
ADMINISTRATION
Admin & Customer Coordinator Customer Service Administrators
Verity Bennett Sarah Connolly Lamb Maytahl Rose, Oakly Falconer-Brown, Emilie Sell
Senior Ticketing Coordinator Ticketing Coordinator Ticketing Administrator Box Office Coordinators
Tiffany Creasey
Finance Coordinator Finance Officer
Khazia Wong
Senior Marketing Coordinator
Dana Nguyen
Marketing Coordinators
Jane Lochrie Morgan Farley
OPERATIONS Operations Manager
Daniel Bruce
Food & Beverage Coordinator
Sarah Cole Bowen
Operations Coordinator
Bar Logistics Coordinator
Special Events Coordinator
Shonagh Ruane Grace Cuzens Laura Byrne
Ciaran McDonald
PARTNERSHIPS & PHILANTHROPY Partnerships Manager
Cassandra Jordan
Partnerships Coordinator
Stephanie Cole
Philanthropy Coordinator
Ariane Beyer
PRODUCTION Production Manager
Katie Anne Dixon
Facilities Coordinator
Liam Kirwan
Production Coordinator
Design & Construction Coordinator
Will Richards
Kate Brennan Sam Foss
Cheryl Mizzi Cat Holker Rebecca Stone Emilie Sell, Paul Olsen
PROGRAMMING Head of Programming & Ticketing
Tiffany Creasey
Independents Producer
Julia Martini
Program Producer
Program Coordinators
FINANCE Business Manager
Graphic Designer
Logistics Coordinator
BOX OFFICE & TICKETING Head of Programming & Ticketing
Mel Jasa
Front of House Coordinator
ARTRAGE EXECUTIVE
Admin & Customer Service Manager
Marketing Manager
Sue Hobson Melanie Jones Rohan D’Souza
Kailyn Crabbe, Hayden
Mumby, Shaun Gonzalvo
SPECIAL PROJECTS & CINEMAS Creative Producer
Justin Marshman
Cinema Events Coordinator
Kayla Bond
Cinema & Project Producer IT & SYSTEMS
Kylie Baker
IT & Systems Manager
Amir Barber-Skwarko
IT & Systems Coordinator
Adam Dance
TECHNICAL
IT & Systems Officer
Paul Sutherland
Festival IT Coordinators
Amy Collyer, Joshua Coyle
Technical Manager
Technical Coordinator
Courtney Meagher
Meredith Rehburg Elliott Bennett
THANKS TO OUR AWESOME PARTNERS
IMPACT REPORT 2021 / 2022