ARTRAGE Impact Report 2021/22

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.

9

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

11

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

18

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

21

Fringe Silent Disco. Image by Sophie Hirt

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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.

23

“

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

31

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.

77

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

93

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