ARTRAGE Impact Report 2020/21

Impact Report

MARKETING

ARTRAGE BOARD Chairperson Vice-Chairperson

Vice-Chairperson

Anthony Robinson

ARTRAGE Marketing Manager

Mel Jasa

Lindsay O’Sullivan

ARTRAGE Marketing Coordinator

Dana Nguyen

Kyle Jeavons

ARTRAGE Graphic Designer Khazia Wong

Ezra Hefter

FRINGE WORLD Marketing Coordinator

Bruna Aguiar

FRINGE WORLD Fringefeed Writer Volunteer

Grace Flynn

Hon Treasurer

Hon Secretary

Gabrielle Vitali

Board Members

Howard Cearns

Saffron Solomon

OPERATIONS / FOOD & BEVERAGE / FRONT OF HOUSE

Renee Wingfield

ARTRAGE Operations Manager

Daniel Bruce

Megan Anwyl

ARTRAGE F&B Coordinator

Sarah Cole Bowen

(Resigned JUN 2021)

FRINGE WORLD Operations Coordinator

James McMahen

ARTRAGE EXECUTIVE

FRINGE WORLD Staff & Volunteer Coordinator

Clare Masolin

ARTRAGE Chief Executive Officer

Sharon Burgess

FRINGE WORLD Front of House Coordinator

Liam Guiney

ARTRAGE Marketing Director

Joanna Hos

ARTRAGE Business Director

Amy Riley

PARTNERSHIPS

Amber Hasler

ARTRAGE Partnerships Manager

Indi Ranson

(Resigned FEB 2021)

FRINGE WORLD Partnerships Coordinator

Ariane Beyer

FRINGE WORLD Festival Director

ADMINISTRATION ARTRAGE Administration Coordinator

Kiera Owen

FRINGE WORLD Administration Coordinator

Elise Hiatt

FRINGE WORLD Customer Service Administrators

Maytahl Rose

Nathan Lewis Belinda Gerard

PRODUCTION ARTRAGE Production Manager

Katie Anne Dixon

ARTRAGE Production Coordinator

Will Richards

FRINGE WORLD Facilities Coordinator

Liam Kirwan

FRINGE WORLD Logistics Coordinator

Kate Brennan

PROGRAMMING

BOX OFFICE & TICKETING ARTRAGE Ticketing Manager

Tiffany Creasey

ARTRAGE Senior Ticketing Coordinator

Cheryl Mizzi

ARTRAGE Creative Producer

FRINGE WORLD Program Manager

Justin Marshman Ruth Morris (Resigned JUN 2021)

FRINGE WORLD Box Office Coordinators Cat Holker

FRINGE WORLD Program Producer

Kylie Baker

Josh Chapman

FRINGE WORLD Participant Services Producer

Alyssia Boyer

FRINGE WORLD Program Coordinators

Julia Martini

CINEMAS ARTRAGE Cinema & Special Events Producer

Natalie Oakes Courtney Meagher

Rooftop Movies Coordinator Rodney Bayliss

FINANCE ARTRAGE Business Manager (Maternity Cover)

Sue Hobson

ARTRAGE Finance Coordinator

Melanie Jones

TECHNICAL FRINGE WORLD Technical Manager

Simon Cook

FRINGE WORLD Technical Coordinator

Meredith Rehburg

SECURITY

NPB Security

PUBLICITY IT & SYSTEMS

Buzz Marketing

WEB, DIGITAL

Katalyst Interactive,

Equilibrium, Dilate

AVR

ARTRAGE IT & Systems Manager

Amir Barber-Skwarko

ARTRAGE IT & Systems Coordinator

Adam Dance

REGISTRATION SYSTEM

FRINGE WORLD Festival IT Coordinators

Amy Collyer

TICKETING SYSTEM

Joshua Coyle

IT

Red61 Ticketing System Deltaworks

Contents CEO Welcome

04

At A Glance

06

Financial Breakdown

08

Wins & Learnings

10

Audience Profile

14

Cultural & Social Impact

26

Program & Ar tists

38

Suppor ting Acts

52

Marketing & Media Reach

58

Rooftop Movies

64

Girls School Cinema

68

Economic Impact

72

Attendance Methodology & Sur vey Size

81

2021 Par tners

82

ARTRAGE Inc. 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.

Cover: Allstars Audience. Photo by Cam Campbell.

Inside Cover: Ruben Kaye. Photo by Wade Ranson.

ARTRAGE INC

2020/21 IMPACT REPORT

CE O We lco me Welcome to the 2020/21 Impact Report for the not-for-profit registered cultural charity ARTRAGE Inc.

ARTRAGE managing two hubs and the rest of the venues managed by independent companies and presenters.

The model is one that allows for great opportunities for both emerging and experienced performers, and likewise diversity in audience engagement.

The past 12 months have been a time of great challenge and uncertainty but also of hope and joy for the ARTRAGE team.

ARTRAGE relies heavily on earned income from ticket sales, and as such the COVID-19 restrictions hit our

The joy that I have seen over the past 12 months is the

bottom line hard. We’ve experienced loss of income

joy that our artists experienced when they were able to

from venue capacity reductions at Girls School Cinema

take the stage and the joy of audiences’ who celebrated

and Rooftop Movies, reduction in event participation at

the artist’s work, with the 2021 FRINGE WORLD Festival

FRINGE WORLD due to border restrictions, and income

delivering $5.7 million in box office returns to participating

losses due to capacity restrictions and the Perth

artists and arts companies.

lockdown in February.

The hope I’ve experienced comes from the knowledge

The lockdown took place in the Festival’s third week and

that the pandemic did not diminish our audiences love

whilst some shows were able to re-commence in our

of Fringe, indeed if the February lockdown had not have

final week, they did so with further capacity restrictions.

occurred, we would have been on track to have achieved

This resulted in more than 70,000 tickets being refunded

an estimated 564,271 free and ticketed attendance,

and the income loss left ARTRAGE with a net deficit of

compared with the final result of 468,850 (which is still

$1.08 Million.

a figure to be proud of ).

We have been able to recoup some of this lost income FRINGE WORLD was one of the first major arts festival

through the Getting the Show Back on the Road (GTSBOTR)

in the world to be presented post COVID-19. It was a

Shared Risk Funding Stream through the Department of

celebration of our homegrown WA artists (94% of all

Local Government, Sport and Cultural Industries (DLGSC).

artists) and ARTRAGE implemented a range of measures to

More information about this is on Page 48.

support artists during the uncertain times such as rolling releases, deferred payments and other initiatives outlined

During the Festival we directed patrons to donate to

on Pages 10-11. ARTRAGE also reduced the footprint of its

the Fringe Fund to support artists impacted. Total funds

managed venues from five hubs in 2020 to two hubs in

raised was $91,248.81 consisting of patron donations,

2021 (i.e. The Woodside Pleasure Garden and Girls School)

significant donations from the Ungar Family Foundation,

so that we could direct more audiences to the local

Festival partner Woodside through an employee matched

businesses who experienced significant hardship last year.

funding initiative, and Gage Roads Brew Co. who topped up the Fringe Fund through sales from Hello Sunshine

The FRINGE WORLD model is one that continues to

Cider. 100% of these funds have gone directly to artists

fulfil a significant demand within our cultural ecology,

and venues who lost ticket sales. Read more about this

but its structure is often misunderstood. Whereas most

on Page 48.

performing arts venues and arts festivals curate their

44

program, FRINGE WORLD is open-access. It is the artist

Based on an 19/20 Annual Report analysis conducted by

that chooses to participate, and the audience who

Business News1, ARTRAGE is the largest arts and cultural

chooses where to spend their money. Artists make money

organisation in terms of patron attendance and third

through a box office split arrangement with a venue, with

largest in terms of total revenue. Despite delivering huge

CEO WELCOME

impact to the state, ARTRAGE does not have sufficient

•

Commissioning new work and regional touring so

recurrent state government funding and ranks 10th per

that more WA artists and audiences can experience

patron investment from state government and 10

artistic work in non-peak times of the year.

th

for

government investment as a percentage of total revenue.

In 19/20 the WA state government funding per FRINGE

ARTRAGE’s plans for the future are focussed on delivering

WORLD patron was $1.50 whereas the other top 10 cultural

more value to our artists and reaching more diversity of

organisations had between $12 - $57 in support. ARTRAGE

audiences. The success of ARTRAGE is thanks to talent of

is in discussions with the state government to address this

our artists and the enthusiasm of our audiences, which is

disparity as the funding deficit means that ARTRAGE is

why we are driven to deliver more back to them.

facing a financially precarious future.

Our other key stakeholder is our partners. Many of our With security of funding at a fiscally fair level, ARTRAGE

sponsors have themselves had a tough 12 months, but

will be able to expand its services and in particular deliver

this did not diminish their passion and commitment

on these key initiatives that align with the organisation’s

for our vision; we are so grateful to each and every

Purpose and are achievable within a 3–5-year time frame:

one of them.

•

Fringe Artist Bursaries for emerging WA performers, first

Finally, I would like to give my warmest thanks to the

nations artists and to support accessibility costs for

ARTRAGE staff and Board, with appreciation to Amber

shows (e.g. audio descriptions, AUSLAN interpretation

Hasler who resigned in 2021 after 15 years with the

and relaxed performances).

organisation; thank you Amber for your contribution and we wish you well.

•

Outreach Program so that Culturally and Linguistically Diverse (CALD) communities and economically

Thank you and I hope you enjoy the read.

disadvantaged groups have the opportunity to engage with the Festival.

•

Reducing FRINGE WORLD artist ticket fees to deliver greater financial returns to artists.

1

Sharon Burgess ARTRAGE CEO

https://www.businessnews.com.au/List/arts_cultural_organisations

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

The Way 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.

We surprise & delight.

Our success is defined by the success of our artists.

We make Perth better.

5

ARTRAGE INC

2020/21 IMPACT REPORT

At a Glance 468,850

226,800

Attendance at Free and Ticketed Events

Attendance at Ticketed Events

$19.9 Million Direct Economic Impact

$5,970,479

$23 For every $1 of State Government investment, $23 stimulated and spent in the local economy

Spent at the Box Office

470

$1,486,384 Tourist Expenditure

ARTRAGE Employees

257 Total FTE Jobs Stimulated

6

AT A GLANCE

559

$28 Average Ticket Price

Events

Event Genre Split

Artists

ahead, with 85 events cancelled

74% Average

Venues

due to lockdown

Bums on Seats

32% Comedy • 17% Music and Musicals • 15% Cabaret and Variety • 14% Theatre and Performance • 7% Children's Events • 3% Community and Special Events • 4% Circus • 4% Dance + Physical Theatre • 3% Visual Arts & Film • 1% Street Performance + Busker

94%

4%

74%

2%

ARTIST ORIGINS

2,470

130

474 events went

56%

Artists likely

Artist goals

to recommend

were achieved

FRINGE WORLD

or definitely

to other artists

achieved

1.4 Million

$3.4 Million

Website Sessions | 8.10.20-28.2.21

Media Coverage | 8.10.20-28.2.21

+14%

135k+ Email Subscribers

+12%

+13%

68k+

29k+

Facebook Fans

Insta Followers

31,364

$551,101

Ticketed Cinema Attendance

Total Cinema Box Office income

7

ARTRAGE INC

2020/21 IMPACT REPORT

Financial Breakdown KEY TAKEAWAYS FROM THIS BREAKDOWN: 2021 figures are projections based on actuals to May 2021 and projections for the remaining month of the financial year.

All figures are consolidated and include ARTRAGE HQ, FRINGE WORLD Festival, Rooftop Movies, Girls School and Encore.

∙ 100% of the Fringe Fund is returned to artists. See Page 48 for details. ∙ 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. 2021 includes Encore.

Income 39% 11%

8

BOX OFFICE REVENUE - PAID TO FRINGE WORLD ARTISTS FOOD & BEVERAGE SALES

8%

TRANSACTION & TICKETING FEES

7%

IN KIND SPONSORSHIP

6%

STATE GOVERNMENT FUNDING

5%

CASH SPONSORSHIP (CORPORATE)

4%

BOX OFFICE REVENUE - CINEMAS

4%

BOX OFFICE REVENUE - FRINGE WORLD

4%

STATE GOVERNMENT GTSBOTR

3%

FEDERAL GOVERNMENT

3%

REGISTRATION, EVENT ADVERTISING,

2%

OTHER EARNED INCOME

2%

LOCAL GOVERNMENT SPONSORSHIP

1%

DONATIONS (FRINGE FUND)

1%

ARTRAGE PROGRAMS

(DLGSC & LOTTERYWEST)

MANAGEMENT FEE

INSURANCE GRANT

FUNDING (JOBKEEPER)

PARTNER ACTIVATION

(CITY OF PERTH)

0.4%

VENUE & EQUIP HIRE REVENUE

0.3%

FEDERAL GOVERNMENT FUNDING (CASH FLOW BOOST)

FINANCIAL BREAKDOWN

∙ For venues that ARTRAGE manages (The Woodside Pleasure Garden and Girls School), ARTRAGE takes a Management Fee of 32% of the shows box office. This covers some of the costs of presenting the venue. ∙ More information relating to the State Government GTSBOTR Insurance Grant is available to read about on Page 48,

$5,718,274 Paid to FRINGE WORLD

∙ Food and Beverage sales only relate to ARTRAGE Managed Venues (The Woodside

Artists from Box Office

Pleasure Garden, Girls School and Rooftop Movies).

Revenue in 2021

ARTRAGE ANNUAL REPORTS AND FINANCIAL REPORTS ARE AVAILABLE ON THE ACNC WEBSITE.

Expenditure 39%

PAYMENTS TO FRINGE WORLD

10%

MANAGEMENT, PROGRAMMING, MARKETING

ARTISTS - BOX OFFICE

& PARTNERSHIPS PERSONNEL

9%

EQUIP HIRE, TRANSPORT &

8%

PRODUCTION & TECHNICAL PERSONNEL

8%

MARKETING EXPENDITURE

4%

ON COSTS & ALLOWANCES

4%

FOOD & BEVERAGE EXPENDITURE

4%

BOX OFFICE & FRONT OF

4%

CONSUMABLES EXPENDITURE

HOUSE PERSONNEL

OTHER VENUE COSTS

3%

ADMINISTRATION EXPENDITURE

3%

VENUE HIRE COSTS

2%

FOOD & BEVERAGE PERSONNEL

2%

SECURITY PERSONNEL

9

2020/21 IMPACT REPORT

ARTRAGE INC

Wins & Learnings ARTRAGE takes a consistent and incremental approach to improving its projects.

The following are some of the key wins and learnings that our team has identified from the 2021 Festival.

Artist AMA Commitments FRINGE WORLD held an Ask Me Anything (AMA) in March 2021 so that artists could raise questions and concerns with ARTRAGE CEO Sharon Burgess.

Lifeline Partnership

Access & Inclusion Plan

In 2021, FRINGE WORLD Festival

We are year two into our five-year

formed its first charity partnership

Access & Inclusion Plan. Of the 123

with Lifeline WA. Our aim was to raise

deliverables, we have executed 109,

much-needed awareness and funds

resulting in 50 of the 60 actions in

for Lifeline WA’s important work in

the plan being completed.

crisis support and suicide prevention.

•

The following were the key

More than $7,000 was raised in 2021

A review of the Access & Inclusion

actions that the Festival agreed

through donations made by FRINGE

Plan will be undertaken in 2021, with

to in response to artist feedback:

WORLD customers over the flagship

an eighth objective added to expand

Mental Health Weekend and over

and evaluate ARTRAGE’s commitment

Develop a Participant Feedback

the duration of the festival. We look

to reconciliation and inclusion of

Group to provide input into the

forward to seeing the partnership

Aboriginal and Torres Strait Islander

grow in the coming years.

peoples in ARTRAGE activities.

Audience Engagement

Fringey Offers

Festival decision-making process.

•

Investigate ability for customers to pre opt-in so that they can choose to donate to the show if there is a cancellation that is not the fault of the presenter.

•

Share non-commercially sensitive information related to the Festival’s COVID safe plan.

•

Investigate viability of box office advances for independent venues.

• •

Investigate viability of lower ticket

Through engaging more with

Fringey Offers is one way that

fee for family tickets.

FRINGE WORLD Friends and

we support local businesses. 53

digital subscribers year-round we

businesses signed up to have their

will keep ARTRAGE events front

business and special offers promoted

Communicate how presenters

of mind with customers, to the

on our website and through a special

can participate and contribute

benefit of all of our stakeholders

printed guide. Pink lights and other

to ARTRAGE.

(artists, partners and audiences).

Fringe Flair were also supplied.

Full review of the participant/ artist pass system.

•

Colour Scale Indicates Level of Achievement

10

Requires Attention

Mostly Achieved

Achieved with Annual Improvements

WINS & LEARNINGS

Cancellation & Rescheduling

Reusable Cup Initiative

ARTRAGE Managed Bars

The Perth lockdown required the Festival to

As part of our Environmental Sustainability

ARTRAGE receives a low level of state

refund more than 70,238 tickets in a short

Action Plan we removed all single-use

government investment and thus relies

amount of time alongside rescheduling

plastic cups at ARTRAGE Managed Venues.

heavily on earned income from ticket sales

hundreds of sessions for a variety of

There were some communication and

and food and beverage sales. ARTRAGE

venues and presenters. Improvements need

operational issues, but for the most part

bars (FRINGE WORLD, Girls School

to be made to Festival systems so that

this was a successful new initiative. Just

and Rooftop Movies) were previously

in the event that mass ticketing changes

over 120,000 single use cups would have

managed by a contractor, but for 2021 and

are required, there is a better quality of

been used at the 2021 Festival if we

beyond this has been moved in-house to

experience for patrons and artists.

had not have introduce reusable cups.

maximise revenue and customer servicing.

Venue Reg Fee Removal

AVR Developments

Fringefeed News & Reviews

Payment of an event registration fee is

Considerable time and budget was

Fringefeed.com.au was launched in

an income stream for the Festival and

allocated to develop the Artist & Venue

2018 and has been a successful way

contributes to some of the administrative

Registration (AVR) system that feeds

to promote shows through news and

costs. There was also previously a venue

into the Festival ticketing platform.

reviews. For 2021 we incorporated

registration fee, but for the 2021 Festival

Improvements were made to reduce

Fringefeed into the main FRINGE

this was waived to support venues, which

organisational administrative burden

WORLD website and app, so that more

had been hit financially by COVID-19.

and improve service delivery to artists

people can engage with the content.

The Festival has committed to no venue

and venues. Key developments included

Pageviews increased by 25.5% in 2021

registration fees in the future.

digitising agreements and settlements.

compared to the previous year.

Rolling Releases & Registrations

Deferred Artist Fees

The FRINGE WORLD App

With the uncertainty of COVID-19

Event registration fees for the 2021 Festival

The Festival worked with top digital

border restrictions, the Festival

could be deferred until settlement, and if

consultancy Equilibrium to produce the first

had rolling registration and ticket

the event was cancelled or did not make

FRINGE WORLD App, thanks to Woodside

sales releases so that shows could

enough money to cover the fee then it was

support. The app was designed to make it

register as and when they were able

waived by the Festival. This was another

easier for customers to find and purchase

to confirm their ability to enter the

way that ARTRAGE provided additional

and manage their tickets so that more

state/participate in the Festival.

support in light of COVID-19 impacts.

people attend more shows.

11

Sinsuality: 6 on the beach. Photo by Sean Breadsell.

13

ARTRAGE INC

2020/21 IMPACT REPORT

Audience Profile FRINGE WORLD reaches practically every demographic and market segment - from cultural connoisseurs through to mainstream professionals who rarely engage with the arts. Even after a challenging mid-festival lockdown FRINGE WORLD audiences flocked back to shows and events with the Festival and Encore season clocking over 468,850 in attendees.

Audience statistics are derived from FRINGE WORLD’s own ticketing system data and approximately 1,935 audience surveys completed by individual audience members.

Ticketed Attendance by Age It was amazing to see the

Our audience demographics continue to reflect our diverse program, boasting a steady and even distribution of ticketed attendance by age.

streets of Perth alive with 2020

artists and art lovers in such a huge contrast to what was

2020

happening elsewhere in the

2021

world. Made me so proud and thankful to be a

61,905

- Customer aged 66-71,

14

41,822

33,619

7,909

<250

745

< 17

8,299

42 - 47

16,510

36 - 41

21,739

24,765

30 - 35

22,701

25,963

33,001

6,579

47,619

47,495

Perth CBD. 2021.

9,781

20,374

20,637

46,129

50.849

67,495

West Australian

18 - 23

24 - 29

48 - 53

54 - 59

60 - 65

66 - 71

72+

2021

AUDIENCE PROFILE

FRINGE WORLD is an explosion of culture that takes you to places in Perth you probably never knew existed!

We simply love it!

Customer aged 36-41, Ferndale. 2021.

Catherine Summers All About Ella. Lamont’s Bishops House. Photo by Sean Breadsell.

15

ARTRAGE INC

2020/21 IMPACT REPORT

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.

45.5 44.5

Greater Perth Population FRINGE WORLD Audience

45.5

44.5

44.5

44.5

42.6

38.5

36

2015

2016

2017

2018

2019

2020

2021

Audience Occupation

53%

Over half the surveyed audience are identified as Professionals with 81% of all occupations indicating that they work outside of the Perth CBD, These results promote the idea that Fringe audiences are well spread throughout greater Perth and are willing to travel to see a show.

15% 12% 6%

6% 3%

Professional

16

Office / Admin

Retired

Other

Student

Home Duties

2%

2%

2%

Technical

Unspecified

Unemployed

AUDIENCE PROFILE

Audience Insights Steady representation of children’s programming and targeted advertising continues to attract families to Fringe. Of the surveyed audience 9% indicated that they were accompanied by a teenager with a further 12% indicating that they attended with a primary school aged child or younger.

2020

T TIC KE T

T

T

T

KE

KE

TIC

TIC

9%

KE

KE

19%

TIC

T TIC

Were accompanied to an event by a CHILD OR TEENAGER

T

T KE

PRE-SCHOOL/ YOUNGER

TIC

PRIMARY SCHOOL AGED

4%

KE

KE

TEENAGER

8%

TIC

TIC

9%

2021

TIC 4.6

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

Identify with an ETHNIC OR CULTURAL GROUP.

4.1

AVERAGE NUMBER OF TICKETS PURCHASED per customer account.

17

ARTRAGE INC

2020/21 IMPACT REPORT

Top Reasons for Attending

Net Promoter Score Net Promoter Score (NPS) is

Artist benefit from growth in audiences who indicate they attend event offerings to be entertained or to see a specific show.

a performance metric used to rate a company’s customer

2020

service and HOW LIKELY A

2021

CUSTOMER WOULD BE TO

70%

RECOMMEND A COMPANY

68%

TO PEOPLE THEY KNOW. 56%

56%

54%

NPS 67

52%

To be ENTERTAINED

To enjoy the FESTIVAL ATMOSPHERE

A NPS above 50 is considered excellent and by comparison* Apple has a NPS of 47 and ebay has a NPS of 9.

To see a SPECIFIC SHOW

Prime Motivator for Attending

*https://customer.guru/net-promoter-score/top-brands

Fringe goers inclined to stay at home indicate they attend our events to share in cultural experiences with friends and family.

2019

69%

2020

FRINGE WORLD

65% 50%

47%

38%

has affordable prices which allow us the opportunity as

35%

parents to enjoy a night out on

9% 9%

To expose themselves / others to arts & CULTURAL EXPERIENCES

18

To enjoy a DRINK &/OR MEAL

the town and Would have STAYED HOME if they had not made the trip to FRINGE WORLD

To SPEND TIME WITH A FRIEND, PARTNER OR FAMILY MEMBER

have a laugh.

- Customer aged 36-41. Ferndale. 2021.

AUDIENCE PROFILE

Total Attendance at Free and Ticketed Events Border restrictions and capacity limits had significant impacts on 2021 attendance figures 2012

151,773

2013 2014

215,956 372,431

2015

660,093

2016

989,675

2017

758,184

2018

905,898

2019

857,747

2020

829,570

468,850

2021

FRINGE WORLD 440,365 FRINGE ENCORE 29,073

Positive Word of Mouth Drives Audience Growth

The Fringe continues to attract both new audiences alongside growing its loyal

Attendees VISITED MORE THAN ONCE during the 31 day Festival.

Accounts on the FRINGE

Have ATTENDED TWO OR

WORLD ticketing system

MORE FRINGE WORLD

that were created by NEW

FESTIVALS since it was

CUSTOMERS in 2021.

established in 2011.

48%

87%

audience base with 87% of surveyed audiences indicating that they have attended two or more FRINGE WORLD Festivals.

In contrast to this, 48% of accounts on FRINGE WORLD’s ticketing system were new customers in 2021 – an indication that audience surveys are more likely to be completed by audiences that have attended multiple Festivals.

93%

19

ARTRAGE INC

2020/21 IMPACT REPORT

Average Cultural Visitation This is important as a means to not only understand the diversity of audiences attracted to the Fringe, but also to see how mainstream audience engagement with Fringe can effect cultural visitation to other arts and cultural experiences and venues throughout the year and over time.

Q: OVER THE PAST 12 MONTHS HOW OFTEN DID YOU ATTEND AN ARTS OR CULTURAL EVENT?

14%

39%

36%

10%

2%

At least ONCE A WEEK

At least ONCE A MONTH

3 - 4 TIMES A YEAR

1 - 2 TIMES A YEAR

NEVER

Visitation and Reach from Interstate and Overseas Our Interstate and International visitors’ ability to attend the festival was significantly affected by border restrictions in place, and the financial risks that both artists and audiences would have to take to travel to WA.

1%

20

0.32%

Interstate

Interstate

and Overseas

and Overseas

Artists

Audience

AUDIENCE PROFILE

Perth Metropolitan Audience Distribution Ticket purchasers come from households in almost every residential postcode in the Perth metropolitan area.

6,500+

6,500+

5,200

4,800

4,100

3,200

2,400

1,600

800

400

100

TOP POSTCODES WITH HIGHEST TICKET SALES 1. 6018 - Karrinyup, Innaloo, Doubleview 2. 6000 - Perth 3.

4.

5.

6.

7.

6163 - Hamilton Hill, Hilton, Kardinya 6019 - Scarborough, Wembley Downs 6050 - Mt Lawley, Menora, Coolbinia 6008 - Subiaco, Shenton Park, Daglish 6164 - Beeliar, Jandakot, Success

8. 6060 - Joondanna, Tuart Hill, Yokine 9. 6065 - Landsdale, Wangara, Wanneroo 10. 6014 - Floreat, Jolimont, Wembley

21

ARTRAGE INC

2020/21 IMPACT REPORT

Unique Attendance The total tickets sold and free attendance overestimates the number of unique visitors, since most attend more than one event, over a range of days. Culture Counts calculates that the unique attendees to FRINGE WORLD Festival 2021 was 53,054. To put this number into perspective, the West Coast Eagles Football Club has 100,000 members and an annual revenue of around $100 million (the largest of any football club in the country). This is compared with FRINGE WORLD’s unique attendees of 53,000 and ARTRAGE’s annual turnover in 2020/21 of $7.8 million.

53,054

UNIQUE ATTENDANCE COMPARISON:

Unique Attendees

100,000

TURNOVER COMPARISON: 53,054

FRINGE WORLD

$7,800,000

WEST COAST EAGLES

$100,000,000 FRINGE WORLD

SPEND TYPE Total Attendance (Free & Ticketed) Ticketed - Fringe World Free - Russell Square Free - Russell Square (New Attendees) Total In-Scope Attendees

WEST COAST EAGLES

TOTAL 468,850 226,800 122,908 5,574 232,374

Average Events Attended Per Person

4.38

TOTAL IN-SCOPE UNIQUE ATTENDEES

53,054

Note: For calculation purposes, Culture Counts estimates approximately 5% of attendees to free events did not attend a ticketed event in the same trip.

22

AUDIENCE PROFILE

FRINGE WORLD Friends Program This annual subscription for FRINGE WORLD fans wanting to get the most out of their festival experience. With access to special ticketing discounts, exclusive events and opportunities, Friends can engage in new ways with even more events and venues, enhancing their Fringe experience.

While most Friends sign up before the Festival kicks-off the subscription benefits continue throughout the year. Year-round benefits include special offers, giveaways and experiences with partnering local venues and events, further engaging Friends in the arts and cultural happenings in Perth.

Skip the Line Pass

Friends Night out

Early Release Tickets

Friends Frenzy ACCESS TO 30% DISCOUNTED

UNLIMITED MULTIPASS FOR

EVENTS WITH EXCLUSIVE

FRINGE WORLD FRIENDS GOT

FRIENDS AND A MATE TO JUMP

ACCESS TO DISCOUNTED TICKETS

ACCESS TO BUY FESTIVAL

TICKETS ACROSS A HUGE

THE QUEUE and get the first

AND RESERVED SEATING to a

TICKETS 5 DAYS AHEAD

RANGE OF SHOWS available

choice of seats at key venues.

handful of great shows.

of everyone else.

all Festival long.

77%

Being a Friend is the best - it makes binging on Fringe shows affordable and we just love cashing in on all the year round perks. Big Fans!

FRINGE WORLD Friend aged 30-34, Beckenham. 2021.

77%

77%

Friends intend to RENEW THEIR SUBSCRIPTION IN 2022.

$34 Friends agree THAT BEING A FRIEND ENRICHED THEIR FESTIVAL EXPERIENCE.

Friends would RECOMMEND THE FRINGE WORLD FRIENDS SUBSCRIPTION to others.

AVERAGE SAVINGS made by Friends annually.

23

9TEASEFLIX. Photo by Chris Webster.

25

ARTRAGE INC

2020/21 IMPACT REPORT

Cultural & Social Impact ARTRAGE events seek to enrich and evolve the cultural and social experiences of as many West Australians as possible all year-round. FRINGE WORLD Festival continues to offer up a program that is rich in variety at an affordable price offering flow on benefits for WA’s wider community engagement with culture and the arts.

Encourage Future Arts Participation

88%

75%

As the community emerges from lockdowns it is now more important then ever to encourage future participation within the arts. Our respondents strongly maintain that attending FRINGE WORLD will make it more likely for them to attend more arts events and take greater risks in attending lesser known events in the future.

$28

AVERAGE TICKET PRICE in 2021.

ARE MORE LIKELY TO ATTEND MORE ARTS EVENTS in the future after their visit to FRINGE WORLD.

2022

96%

26

Fringe is just all bliss out on self care and entertainment while supporting the rich arts and culture we are lucky enough to

46

FREE EVENTS in 2021.

WILL TAKE GREATER RISKS and see less well-known arts events in the future.

have here in WA PLAN TO ATTEND FRINGE WORLD AGAIN in 2022.

- Customer aged 30-35, Mandurah. 2021.

CULTURAL & SOCIAL IMPACT

Especially in this difficult time of the pandemic it was great to have the Fringe Festival holding place in WA. Well done, We needed this!

Customer aged 66-71, Ocean Reef. 2021.

Mermaids at the Woodside Pleasure Garden. Photo by Miles Noel.

27

2020/21 IMPACT REPORT

ARTRAGE INC

Favourite Things About Fringe Q: WHAT ARE YOUR FAVOURITE THINGS ABOUT FRINGE WORLD?

The top three reasons for attending FRINGE WORLD remain; atmosphere and vibe, variety of shows and that Fringe brings the streets of Perth alive with people and entertainment.

83%

78% 69%

68% 59%

38%

ATMOSPHERE + VIBE

Variety of SHOWS

Distinctiveness and Quality

That it brings the STREETS OF PERTH ALIVE with people and entertainment

That it brings ARTS + CULTURE to Perth

88%

AFFORDABILITY OF SHOWS

Variety of VENUES

87%

Our audiences continue to celebrate and acknowledge the high quality of Fringe events presented by Western Australian performers alongside artists from around Australia and the world.

Fringe is widely recognised for its diversity and impact as an event that brings the community together as a whole.

28

Audience respondents believe FRINGE WORLD is an EVENT THAT BRINGS THE WHOLE COMMUNITY TOGETHER.

Audience respondents believe that FRINGE WORLD enables them to see HIGH QUALITY PERFORMANCES THEY WOULD OTHERWISE NOT SEE.

CULTURAL & SOCIAL IMPACT

Strengthening Perth’s Image

96%

Participating artists RECOMMEND PERTH AS A PLACE TO VISIT.

Audience respondents believe that FRINGE WORLD is an event that BRINGS THE WHOLE COMMUNITY TOGETHER.

86%

Participating artists who agree that FRINGE WORLD IS AN IMPORTANT PRESENTATION PLATFORM FOR THEIR WORK IN WA.

88%

Audience respondents are PLANNING TO ATTEND FRINGE WORLD AGAIN IN 2022.

75%

Audience respondents agree that FRINGE WORLD contributes to them FEELING SAFER IN NORTHBRIDGE AND THE PERTH CITY CENTRE.

96%

75%

Fringe is just such an

68%

amazing and unique experience. It brings

55%

so much cultural, artistic and community value to our wonderful city, state and beyond!

- Customer aged 18-23, South Perth. 2021.

2019

2020

2021

Agree that FRINGE WORLD has CONTRIBUTED TO THEM FEELING SAFER IN NORTHBRIDGE AND THE PERTH CITY CENTRE.

29

ARTRAGE INC

2020/21 IMPACT REPORT

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 26 venues in the Northern Metro area, 28 venues in the Southern Metro area and 7 venues in the Eastern Metro area, The 2021 Festival featured three types of venues;

FRINGE WORLD Managed Venue (FWMV) Refers to venues that are managed

Independent Venue

Independent Program Venue

Venues managed by a presenter that are

Venues managed by a presenter that

independent of ARTRAGE, but with a variety

are independent of ARTRAGE and part

by ARTRAGE. In 2021 The Woodside

of shows that is not part of a specific Festival

of a Festival program of multiple events

Pleasure Garden and Girls School

program of events (e.g. Connections Nightclub,

(e.g. Metro City: Magic Nation and State

were FWMV’s.

The Brass Monkey, The Comedy Lounge).

Theatre Centre: State of Play).

1 VENUE 1 VENUE

Town of Cambridge Town of Cambridge of Gosnells CityCity of Gosnells Town of East Fremantle Town of East Fremantle Town of Victoria Park Town of Victoria Park of Nedlands CityCity of Nedlands Town of Mosman Park Town of Mosman Park

4 VENUES 2 –24–VENUES

of Swan CityCity of Swan of Kalgoorlie CityCity of Kalgoorlie of Subiaco CityCity of Subiaco of Bayswater CityCity of Bayswater of Melville CityCity of Melville of Cockburn CityCity of Cockburn of Waneroo CityCity of Waneroo of South Perth CityCity of South Perth

- 10 VENUES 5 -510 VENUES

of Fremantle CityCity of Fremantle of Stirling CityCity of Stirling of Vincent CityCity of Vincent of Mandurah CityCity of Mandurah of Joondalup CityCity of Joondalup

50+ VENUES 50+ VENUES of Perth CityCity of Perth

30

CULTURAL & SOCIAL IMPACT

Access and Inclusion Plan We strive to create open artistic opportunities for as many

2020

2021

audiences and artists as possible. The ARTRAGE Access and Inclusion Plan plays a key part in working towards this goal, so that we can track, report and gain feedback on our progress.

84%

The Plan was developed following feedback from the 2019 Festival and we are now in year two of the five-year plan. We are proud of what we have achieved so far, but there is still much more we can do. The open-access framework means that there is limitations to what we can directly control, but we are

75%

always looking at ways to improve.

Of the 123 deliverables in the Plan we have completed 109 (104 in 2020). This has resulted in 50 (45 in 2020) of the 60 actions in the Plan being completed. We hope to complete the remaining 10 actions prior to end of the five-year action period.

An achievement we are particularly proud of is that in 2020 we rolled out an online booking system for Companion Card tickets through the FRINGE WORLD website, and in 2021 we expanded this to include the Festival App, Rooftop Movies and Girls

Percentage of the 50 ACTIONS COMPLETED.

School Cinema.

89%

Another area that ARTRAGE is seeking to improve is to increase the participation and recognition of Aboriginal and Torres Strait Islander peoples through our work. We will be expanding the Access & Inclusion Plan in the coming 12 months to include outcomes relating to recognition, and consultation will form the basis of developing these outcomes.

122

84%

904

WHEELCHAIR ACCESSIBLE

TICKETS WERE ISSUED TO

PERFORMANCE SPACES

COMPANION CARD HOLDERS

during the 2021 Festival.

during the 2021 Festival.

Percentage of the 123 DELIVERABLES COMPLETED.

31

ARTRAGE INC

2020/21 IMPACT REPORT

DLGSC Benchmarks The majority of the data reported in this Impact Report

For the Culture Counts surveying, 1,832 responses were

is assessed by ARTRAGE using methodology that was

collected from public attendees via online delivery links

originally devised by BOP Consulting UK and using the

sent to the email addresses of ticket holders. Each

survey data outlined on Page 81. The economic impact

survey contained a range of ‘dimension’ questions, asking

of ARTRAGE’s activity has now for the first time been

stakeholders about their experience of the event. These

assessed by Culture Counts.

dimensions have been developed and tested in collaboration with industry, practitioners and academics to measure the

Culture Counts also assessed a portion of the

impact and value of arts and cultural events and activity.

Festival’s audience and stakeholders in order to report as part of its contract requirement with the

The dimensions that ARTRAGE reports on are as follows and

Department of Local Government, Sport and Cultural

were assessed based on asking the surveyed audience to

Industries (DLGSC). ARTRAGE did not proceed with

rate how much they agree or disagree with the statement

Culture Counts assessing all of its survey data

in relation to their attendance at a FRINGE WORLD ticketed

because of budget constraints.

event in 2021:

DOMAIN

DIMENSION

DIMENSION STATEMENT

QUALITY

Captivation

It held my interest and attention

Distinctiveness

It was different from things I have experienced before

Presentation

It was well produced and presented

Meaning

It moved and inspired me

Relevance

It gave me a better understanding of today’s world

CULTURAL

SOCIAL

Access

It gave me the opportunity to access activities I would otherwise not have access to

The metrics Relevance, Meaning, Captivation, Distinctiveness and Presentation are contractual requirements of State Government funding.

PLEASE CLICK HERE TO READ THE FULL FRINGE WORLD REPORT BY CULTURE COUNTS.

32

CULTURAL & SOCIAL IMPACT

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).

BENCHMARKING Average response level result overlaid above the benchmark range of average results (i.e. Interquartile range)

CAPTIVATION

ACCESS

82 PRESENTATION

70 MEANING

79

64 RELEVANCE

DISTINCTIVENESS

56

73 NEUTRAL

STRONGLY AGREE

NEUTRAL

STRONGLY AGREE

Count per dimension: 28 < s < 160; 6,144 < n < 23,498. Surveys with less than 30 responses removed prior to analysis.

Note: The x-axis starts at ‘Neutral’ (50).

Two out of six comparable dimensions fell within the

with high budgets and high-class acts, which means

DLGSC’s benchmark range for AOIP organisations. This

that depending on which of the 500 shows you’ve seen

indicates that results for ‘Captivation’ and ‘Distinctiveness’

you may have seen either a low-quality or high-quality

are in line with other evaluations undertaken by AOIP

production. As such, the Presentation dimension is not a

organisations. The result for the remaining dimensions

fair way of assessing the Festival. This is akin to judging a

‘Presentation’, ‘Access’, ‘Meaning’ and ‘Relevance’ fell below

basketballer on how many cricket wickets they can take;

the DLGSC’s benchmark range.

you are judging it based on a metric that is irrelevant to its purpose.

The dimension questions were asked of customers in relation to a specific show, which is comparable to how other events/festivals approach the questions and because the questions lend themselves to be asked in that way.

FRINGE WORLD is an attractive option for both emerging artists with low budgets and seasoned performers

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 entertainment should be the only relevant metric.

33

ARTRAGE INC

2020/21 IMPACT REPORT

FRINGE WORLD Neighbours

Q: WAS THE FRINGE WORLD TEAM ACCESSIBLE AND RESPONSIVE TO YOUR QUESTIONS OR REQUESTS?

ARTRAGE relies on the support of several stakeholders, including local residents and neighbours, to be able to present its activities for the community to enjoy. We acknowledge that some of these activities can have an impact on our neighbours, in particular those living nearby the

Yes No

36%

2021 FRINGE WORLD Managed Venues; The Woodside Pleasure Garden

30%

Unsure

and Girls School.

N/A We want to thank each and every one of our neighbours for their

14%

support, understanding and patience as we celebrated arts and

20%

culture in WA. 2021 certainly was not easy, but we are grateful for the opportunity to provide the WA community with live entertainment and for the platform for many artists to perform.

Our 2021 FRINGE WORLD Neighbours Survey resulted in 72 responses of which 85% are neighbours to The Woodside Pleasure Garden and 13% to

67%

Neighbours WANT THE FRINGE WORLD HUB THEY LIVE NEAR TO RETURN IN 2022.

Girls School in East Perth,

79%

Neighbours are SATISFIED WITH COMMUNICATION FROM FRINGE WORLD STAFF.

79%

Neighbours experienced EASE OF BOOKING

Neighbours agree FRINGE WORLD PROVIDED THEM ACCESS TO ACTIVITIES THEY WOULD OTHERWISE NOT HAVE ACCESS TO.

34

Neighbours were SATISFIED WITH SOUND MONITORING CONDUCTED

BY FRINGE WORLD.

FOR FRINGE WORLD GUESTIES TICKETS.

63%

57%

74%

Neighbours agree FRINGE WORLD HAS A POSITIVE IMPACT ON THE LOCAL COMMUNITY.

66%

Neighbours agree FRINGE WORLD MAKES THEM FEEL PROUD OF THEIR LOCAL AREA.

46%

Neighbours were SATISFIED WITH THEIR ACCESS TO RUSSELL SQUARE DURING THE FESTIVAL.

63%

Neighbours agree FRINGE WORLD MAKES THEM FEEL SAFE AND WELCOME.

OUTCOMES CULTURALSOCIAL & SOCIAL IMPACT

Social and Cultural Outcomes for Cinemas

81%

Agree ROOFTOP MOVIES IS UNIQUE TO OTHER VENUES/EVENTS THEY HAVE EXPERIENCED.

99%

Agree GIRLS SCHOOL CINEMA IS UNIQUE TO OTHER VENUES/EVENTS THEY HAVE EXPERIENCED.

89%

Agree ROOFTOP MOVIES CONTRIBUTES TO MAKING NORTHBRIDGE A MORE VIBRANT PLACE.

92%

Agree having GIRLS SCHOOL CINEMA CONTRIBUTES TO MAKING PERTH SPECIAL AS A CITY.

99%

Indicate that ROOFTOP MOVIES IS SOMETHING THAT THEY WOULD LIKE TO DO EVERY YEAR.

92%

Agree GIRLS SCHOOL CINEMA CONTRIBUTES TO MAKING EAST PERTH A MORE VIBRANT PLACE.

35

The Woodside Pleasure Garden. Photo by Miles Noel.

37

ARTRAGE INC

2020/21 IMPACT REPORT

Program & Artists Artist Overview 4%

2%

WA

INTERSTATE

INTERNATIONAL

Artist Origins

2,470

94%

Artists

The ability for Interstate and International Artists to participate in the Festival were significantly affected by border restrictions in place, and the financial risks that these artists would have to take to travel to WA.

2020

Artist Age Range

25%

2021 23% 21%

17%

14%

14%

13% 12%

11%

10% 10%

6% 6%

6% 5%

2%

1%

< 17

38

5%

18 - 23

24 - 29

30 - 35

36 - 41

42 - 47

48 - 53

54 - 59

60+

PROGRAM & ARTISTS

I can say with certainty that I would not be the artist I am today without FRINGE WORLD Festival.

- FRINGE WORLD ARTIST, Sylvia Sippl. 2021.

Lucinda Panties Super Funtimes Singalong Jamboree. Photo by Leticia Dick

39

ARTRAGE INC

2020/21 IMPACT REPORT

Events and Total Attendance

559 Events

468,850

474 events went ahead and 85 were cancelled due to lockdown

Attendance at Free and Ticketed Events

Total Sessions

Festival Sessions

Encore Sessions

6,209

5,744

465

of which 3801 went ahead and 2408 cancelled

of which 3434 went ahead and 2310 cancelled

of which 367 went ahead and 98 cancelled

Event Genre Split

32%

Total % split of events Events that were cancelled Events that went ahead 29 150

17%

15%

14%

17 77

19 67

7 71

7% 4 32

4%

4%

3

0

19

22

3%

3%

3

1

16

18

1% 2 2

Comedy

40

Music & Musicals

Cabaret & Variety

Theatre & Performance

Children’s Events

Dance & Physical Theatre

Circus

Community & Special Events

Visual Arts & Film

Street Performance & Busker

PROGRAM & ARTISTS

Average Attendance Due to COVID restriction changes 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 around 15% were cancelled in their entirety due to border restriction changes, lockdown and the subsequent restrictions.

PER GENRE:

88%

84%

PER VENUE:

88%

83% 76%

71%

73%

70%

65%

CIRCUS

THEATRE

CABARET

COMEDY

MUSIC & MUSICALS

CHILDREN’S EVENT

ARTRAGE HUB VENUE

INDEPENDENT VENUE

Event Gross Box Office

2020

INDEPENDENT PROGRAM VENUE

2021

71% Less than $2500 $2500 - $5000 $5001 - $10,000 $10,000+

60%

23% 34% 21% 23%

Artists who believe FRINGE WORLD PROVIDES A PRESENTATION SERVICE THAT IS GOOD VALUE.

41

ARTRAGE INC

2020/21 IMPACT REPORT

Artist Performance Experience COVID restrictions in place resulted in a significant increase in local, emerging artists participating in the Festival.

Q: HOW MANY YEARS HAVE YOU BEEN PERFORMING/PARTICIPATING AS AN ARTIST OR PRESENTER?

Under 2 years

2 - 5 years

17%

10 -15 years

28%

15 - 20 years

13%

20% 42

5 - 10 years

18%

20+ years

9%

Artists who have PARTICIPATED IN ANOTHER FRINGE FESTIVAL BEFORE.

15%

PROGRAM & ARTISTS

Artist Feedback

2021

2020

82%

84%

69%

63%

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

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

Artists Compare Festival Quality Rate the quality of FRINGE WORLD against OTHER FRINGE FESTIVALS IN AUSTRALIA .

Rate the quality of FRINGE WORLD against OTHER FRINGE FESTIVALS OVERSEAS.

N/A

BETTER

N/A

BETTER

56%

29%

76%

12%

WORSE

NEITHER BAD NOR WORSE

WORSE

NEITHER BAD NOR WORSE

1%

15%

2%

11%

* N/A responses represent proportion of artists that have not visited or performed at another Fringe Festival in Australia.

* N/A responses represent proportion of artists that have not visited or performed at another Fringe Festival overseas.

43

ARTRAGE INC

2020/21 IMPACT REPORT

Artist Goals Q: HOW SUCCESSFUL WERE YOU IN ACHIEVING YOUR PRIMARY AIMS AT FRINGE WORLD 2021?

27% 2019

29%

2020

36%

2021

32%

27%

25%

14%

4% 4% 3%

1

2

3

4

I did not achieve my primary aims

5

I definitely achieved my primary aims

Reasons for Participating Q: WHAT WERE YOUR PRIMARY AIMS IN PARTICIPATING IN FRINGE WORLD 2021?

66%

65%

2020

64%

2021

51%

45% 36%

41% 35%

29% 29%

13%

8%

12% 12%

3%

To expose my performance/ project to new audiences

44

To develop my performance/ project

Just for fun

To make money

To gain access to artistic networks

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

To gain access to media and promotional networks

2%

To gain access to funding bodies/ corporate partners

PROGRAM & ARTISTS

Artist Goals Q: WHICH OF THE FOLLOWING BEST DESCRIBES THE PERSONAL FINANCIAL BENEFIT THAT YOU RECEIVED?

9% 2020 13%

It was a good earner for me

2021

22% I was happy with the amount but it could have been better

23%

9% I was disappointed with the amount but still made something

7%

18% I covered my costs only

12%

16% I lost money

19%

27%

Other

86%

Artists who agree that FRINGE WORLD IS AN IMPORTANT PLATFORM for their work in Western Australia.

26%

86%

Artists who agree the Festival PROVIDES AN OPPORTUNITY TO SHOWCASE THE WORK OF EMERGING ARTISTS.

96%

Artists who would RECOMMEND PERTH AS A PLACE TO VISIT.

74%

Artists who would RECOMMEND FRINGE WORLD TO OTHER ARTISTS.

45

ARTRAGE INC

2020/21 IMPACT REPORT

Artist Experience The 2021 Festival saw the introduction of key new initiatives

•

of participants. FRINGE WORLD Festival operates on an openaccess model, whereby anyone whom wants to register an

Flexible registration dates and systems so that artists could register only when they were ready and;

that focused on broadening and strengthening the experience •

Clear cancellation guidelines with no cancellation fees if cancellation was due to COVID-19.

event pays a registration fee, secures a venue and can present their show.

This model allows for incredible opportunities for all levels of artists and types of venues who are ready for the challenge of a large marketplace. Participation is not without its risks and requires venues and artists to invest a substantial amount of time and money, often with the only source of income being from ticket sales.

Due to COVID-19 and the restrictions in place, 2021 presented new challenges for artists and venues including; Interstate and International border closures, capacity restrictions and reduced ability to earn ahead of the Festival. FRINGE WORLD Festival put in place a range of measures to support artists and venues as much as possible during this time. These measures included; •

Unfortunately, mid-festival artists experienced a lockdown and subsequent restrictions being put in place. This resulted in a number of event cancellations and the requirement to operate at reduced capacity, all of which had grave impacts on the artists’ income. It is estimated that 349 events were directly impacted, and over 2,751 sessions, with even further events and sessions indirectly impacted.

The Department of Local Government supported a number of artists through the Getting the Show Back on the Road Funding Stream, and patrons supported events through donations to the Fringe Fund. Although over $885,000 was distributed by both of these funds, in addition to external funds such as LOCKSTOCK, these were only able to cover a small portion of the losses experienced by artists.

No upfront costs through the removal of venue

Our artists have shown great strength and resilience

registration fees and option to defer event registration

throughout this time, however FRINGE WORLD will continue

fees and a portion of advertising costs to be deducted

to look at ways to further support artists and reduce the

post event;

risks involved in participating in the Festival in the future.

Participant Services

Development

Participating in the FRINGE WORLD Festival program gives

Another key motivation for a show’s involvement in the

artists and venues access to a number of key services that

Festival is for its participants to access the development

support them in presenting a successful season.

opportunities it provides. This includes; a Festival Pass System - providing discounts and access to shows; Artist

While the delivery of a show is the responsibility of the artist

Central – a home from home for participants to unwind

and chosen venue, FRINGE WORLD provides access to AVR

and; Arts Industry Exchange – providing opportunities for

for registration and matching services, the Red61 Ticketing

local arts industry to connect and engage with performers

System to sell tickets, and access to ticketing reports and

to promote future presentation opportunities.

data through MyTix. All registered shows are then included

46

on the website and new in 2021, the FRINGE WORLD Festival

In 2021 we were also privileged to have hosted Vaughn

App. The Festival is responsible for sharing information about

McGuire who delivered a stunning Welcome to Country

the shows through a Festival-wide marketing campaign,

and traditional smoking ceremony at The Woodside

complimented with FringeFeed, our one stop review platform.

Pleasure Garden to launch the 2021 Festival season.

PROGRAM & ARTISTS

2

FRINGE WORLD Managed Venues

128

Independent Venues

Festival Program The FRINGE WORLD Festival program is well known for bringing unmissable entertainment comprised of all art forms and in an accessible way. In 2021 the Festival took place between 15 Jan – 14 Feb 2021, with an extended season FRINGE WORLD Encore taking place between 15 Feb – 1 March 2021.

The program consisted of two key FRINGE WORLD Managed Venues; Girls School and The Woodside Pleasure Garden comprised of both hard walled venues and pop up such as The Edith

165 Performance Spaces

Spiegeltent, The Gold Digger and The Big Top.

FRINGE WORLD Managed Venues were complimented by a strong independent program including; Aces Downstairs at the Maj at His Majesty’s Theatre, The Laugh Resort at The Shoe Bar and Cafe, The Ellington Jazz Club, THE RECHABITE, Super-Kala-FringeA-Listic at The Kalamunda Hotel, Nicked Off at Belgian Beer Café

43 Total Suburbs Represented

and Rubix Bar and Comedy Lounge. New in 2021, Mandurah Fringe took place over one weekend, we saw Splash Pad at Hillaries and State of Play at State Theatre Centre of WA.

Registrations for the 2022 Festival open on 6 July 2021 and we encourage new and returning artists and venues to sign up to participate in the next FRINGE WORLD.

FRINGE WORLD Awards Traditionally, FRINGE WORLD champions high-calibre events

FRINGE WORLD delivered weekly award winners for the first

and artists through the Festival’s awards program. The

three weeks of the Festival prior to the snap lockdown.

awards program highlights events through weekly awards with the winners shortlisted to receive the overall award and prize monies.

Due to the lockdown and show cancellations, the difficult decision was made to not present the 2021 FRINGE WORLD Awards with the prize money being diverted to the Fringe Fund. This decision was made to ensure consistency,

CLICK HERE TO VIEW THE FULL LIST OF

creditability, and maintain the integrity of the judging and

2021 WEEKLY

awards system whilst also giving the ability to support the

AWARD WINNERS

artists in need through the Fringe Fund.

47

ARTRAGE INC

2020/21 IMPACT REPORT

GTSBOTR and The Fringe Fund COVID Impact on 2021 Festival

Independent Artists, Producers and Venues

During the Festival, there were border closures, a lockdown

ARTRAGE could only apply on behalf of the venues that it

from 31 Jan to 5 Feb, and subsequent restrictions in place from

manages, and some independent artists did apply for the

5 Feb to 14 Feb that resulted in further closure of some venues and reduced capacities of others. During this time, over 2,751 sessions had to be cancelled or operate at reduced capacity, resulting in a significant financial loss to artists, venues, FRINGE WORLD Festival, and service providers.

scheme. In addition, (DLGSC) is communicating directly with any independent artists, producers and venues who contacted them regarding being impacted by the lockdown and the subsequent restrictions during the Festival. *DLGSC is currently working on a support package for independent artists, producers and venues impacted by the lockdown and period

Getting the Show Back on the Road

of reduced capacity. This program will complement other support available for artists including support through the Fringe Fund.

Getting the Show Back on the Road (GTSBOTR) is a Shared Risk Funding Stream available from the Department of Local

Fringe Fund

Government, Sport and Cultural Industries (DLGSC) that funds

For a number of years, microdonations captured via the FRINGE

a percentage of the box office income loss where there has

WORLD ticketing system have formed the Fringe Fund, a pool of

been a negative impact due to COVID-19 for the presentation

money which funds the artist awards program and other potential

of performing arts and live music events. In order to receive

artist development opportunities. To support the artists impacted

Getting the Show Back on the Road funding, artists and

by reduced income from the February lockdown, the Festival

presenters had to apply to DLGSC for pre-approval.

directed patrons to donate to the Fringe Fund.

This campaign, in addition to significant donations from the

ARTRAGE Approved for 50% of Lost Revenue

Ungar Family Foundation; Festival partner Woodside through

ARTRAGE submitted for pre-approval on behalf of the shows

Co. who topped up the Fringe Fund through sales from Hello

in the FRINGE WORLD Managed Venues (i.e. The Woodside

Sunshine Cider, has generated $91,248.81.

Pleasure Garden and Girls School) and communicated the GTSBOTR scheme to independent venues and presenters so they could apply on behalf of the venues that they manage.

ARTRAGE subsequently submitted an application that was awarded support of 50% of lost box office revenue, equating to $1,404,734. This means that every FRINGE WORLD managed venue impacted session* will receive a payment of 50% of their lost box office income** *Every impacted session includes: •

Shows scheduled in a FRINGE WORLD Managed Venue

•

Cancelled due to border closures or;

•

Cancelled or went ahead at reduced capacity between 31 Jan - 13 Feb 2021.

** Lost box office income is calculated with the following: •

Potential sales (2sqm capacity x 100% sales)

•

Minus actual income for that session

•

Minus management fee as agreed in their agreements

For artists, this means that for impacted sessions they received at least 50% of their potential income, equating to at least 50% sales and a total of $794,422.

48

* Accurate at the time of publishing 2 July 2021

an employee matched funding initiative; and Gage Roads Brew

100% of these funds have gone directly to artists and venues who lost ticket sales and were distributed by application.

We distributed the funds through an application process, which resulted in over 180 submissions. These submissions were assessed by a panel comprising a mix of ARTRAGE staff, board and industry representatives. The assessors were; • • • • •

Artist Relief Fund WA - Nick Maclaine Performing Lines - Zainab Syed ARTRAGE Board Member – Anthony Robinson ARTRAGE CEO - Sharon Burgess ARTRAGE Staff Member - Ruth Morris

The panel addressed a number of complex issues and the final donation payments awarded to each applicant calculated based on a set payment of $87.24 per eligible session, with an eligible session assessed as including: • • •

Registered ticketed sessions in the FRINGE WORLD Festival ticketing system.

Sessions scheduled to take place between 31 Jan – 14 Feb 2021.

No more than one session per event per day.

There were a total of 1,046 eligible sessions awarded a share of the total funds raised.

PROGRAM & ARTISTS

Through such trying and complicated times FRINGE WORLD was a shining light - FRINGE WORLD Artist. 2021.

Dr Ahmed Gets Hitched Photo by Sean Breadsell.

49

80’s Mix Tape. Photo by John Marshall.

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ARTRAGE INC

2020/21 IMPACT REPORT

Supporting Acts

Lotterywest Grant Support Lotterywest has been a supporter of FRINGE WORLD since the very beginning and this year, they provided critical support for ARTRAGE and the whole WA community through their COVID-19 Relief Fund. This assisted ARTRAGE to recoup some of the lost income from last year’s event cancellations and soften the blow of the pandemic on the organisation.

They also stepped up to the plate with their continued support of FRINGE WORLD, which was celebrated through naming rights to the Lotterywest De Parel Spiegeltent which hosted over 8,600 attendees in 2021.

8,633

121

Individual Attendances

Individual Sessions

18 Individual Events

Lotterywest De Parel Spiegeltent. Photo by Miles Noel.

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SUPPORTING ACTS

FRINGE WORLD is a wonderful burst of colour and energy that truly brings out the best of Perth.

Customer aged 30-35 from Mirrabooka. 2021.

Gage Roads Bar at The Woodside Pleasure Garden, Photo by Miles Noel.

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The FRINGE WORLD App With support from Woodside, ARTRAGE has been working with Perth digital agency Equilibrium since 2019 on the release of the FRINGE WORLD App. Unveiled in the lead up to the 2021 Festival the app was a complete gamechanger, boasting 45,092 downloads, 357,966 sessions and 60,051 total active users between 10 Nov 2020 and 14 Feb 2021. Developments are in the works for 2022 to help punters to further navigate the Festival program.

Woodside’s support of FRINGE WORLD also extended across a range of other activities, including naming rights support of The Woodside Pleasure Garden, support of Fringefeed, and an employee matched giving program to support artists affected by the lockdown via the Fringe Fund.

The FRINGE WORLD App. Photo by Perrywinkle.

Charity Partnership In 2021, FRINGE WORLD Festival formed its first charity partnership with Lifeline WA, with the aim of raising much-needed awareness and funds for Lifeline WA’s important work in crisis support and suicide prevention.

For the Mental Health Weekend from 22-24 Jan 2021, ARTRAGE raised funds for Lifeline WA through the FRINGE WORLD ticketing system and over the bars at The Woodside Pleasure Garden and Girls School.

The partnership resulted in a donation to Lifeline in excess of $7,000, and we look forward to seeing it grow over the years to come.

Mental Health Weekend. Photo by Sean Breadsell.

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SUPPORTING ACTS

Audience Engagement Programs Free Community Programming Each year, the City of Perth support a range of FRINGE WORLD programs through their sponsorship, including the City of Perth FRINGE WORLD Power Hour, a one-hour free program taking place in the Yagan Square amphitheatre.

This was the second year that the Festival presented Power Hour as a key opportunity for artists to showcase their work and encourage ticket sales.

Power Hour at Yagan Amphitheatre. Photo by Rebecca Stone.

$10 Gift Voucher Attendance Drive Inviting audiences to celebrate in our partnership with Kleenheat, ARTRAGE offered all Kleenheat customers a $10 FRINGE WORLD gift voucher. The campaign was highly successful and generated in excess of $58,000 through ticket sales whilst encouraging audiences who otherwise might not have attended the Festival to get involved.

Roaming Performers. Photo by Johannes Reinhart.

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MadFish Bar at The Woodside Pleasure Garden. Photo by Miles Noel.

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2020/21 IMPACT REPORT

Marketing & Media Reach $3.4 Million

37.6 Million Audience Reach

Total Media Value

The West Australian and Perth Now Campaign

oOh! Outdoor Advertising Campaign

FRINGE WORLD

747K+

215K+

Print Reach

Social Reach

1.3 Million Audience Reach

The average number of times people saw an ad

+12%

+14%

135K + Email Subscribers

68K + Facebook Fans

The Woodside Pleasure Garden

58

16

+13%

29K + Insta Followers

Girls School

6.5K +

2.2K +

5.8K +

Facebook Fans

Insta Followers

Facebook Fans

5.3K + Insta Followers

MARKETING & MEDIA REACH

Fringe offers more than your garden-variety entertainment. If I’ve learnt anything over the past nine festivals, it’s to expect the unexpected.

Simon Collins, The West Australian Newspaper. 2021.

Elixer. Photo by Naomi Reed.

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ARTRAGE INC

2020/21 IMPACT REPORT

Marketing Strategy The 2021 FRINGE WORLD brand campaign was inspired by the transformative power of the Festival and encouraged everyone to ‘Paint the Town Fringe’ through celebrating live entertainment and festivities with friends.

In 2021 for the first time ever, the Festival branding was developed in-house and resulted in a bright, fun and iconic look that was seamlessly integrated across various print, outdoor and digital as well as other media platforms.

With a stronger focus on digital advertising in 2021, the marketing team was supported by Dilate Digital to develop an advanced digital marketing strategy to drive brand awareness, expand the audience reach and stimulate ticket sales.

2021 also saw the unveiling of the FRINGE WORLD App, an extensive 16-month project that sought to streamline the customer experience and make it easier for customers to buy more tickets. The app was a massive

Campaign Highlights

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success with over 45K downloads of which 9K were completely new registered customers, generating more than $1.45 million in ticket sales. The app was made possible thanks to support from Woodside and developed by our partner Equilibrium.

Collaboration with FRINGE WORLD’s media partners adds enormous in-kind value to the campaign. Support was also provided by key contractors Dilate Digital and Buzz Marketing across digital advertising and PR. These extended marketing efforts were reflected in the lead up and first two weeks of the Festival (prior to the 2021 February Lockdown), which saw online traffic up 26% from 2020 and subsequently resulted in increased ticket sales.

The 2021 campaign reached a cumulative audience of over 37.6 million with a total media value of over $3.4 million across social, digital, print, TV, cinema, outdoor and radio.

MARKETING & MEDIA REACH

1.8 + Million

Total Users | 8.10.20 - 28.2.21

Total Sessions | 8.10.20 - 28.2.21

739.5K + Website Users | 8.10.20 - 28.2.21

76% New Visitors

386K +

45K +

App Sessions

Total App Downloads

12.11.20 - 28.2.21

Devices

801K +

75%

22%

3%

Mobile

Desktop

Tablet

62K +

Online Ticket Sales 27% processed via the app and 73% processed through the website

Active Users

Digital Traffic Digital Traffic for 2021 includes website and app sessions and users.

1,817,353 TOTAL SESSIONS

1,640,463 SESSIONS

1,640,463

1,434,088

SESSIONS

1,420,740

WEBSITE SESSIONS

SESSIONS

1,214,127

801,844 TOTAL USERS

SESSIONS

739,489 WEBSITE USERS

706,731 525,910 USERS

2017

609,832 USERS

2018

706,731

USERS

USERS

2019

2020

2021 Campaign Period: 8.10.20 - 28.2.21

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Rooftop Movies. Photo by Rebecca Mansell.

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2020/21 IMPACT REPORT

Completing its 10th season in March 2021, Rooftop Movies continues to be a popular entertainment destination for Perth locals and tourists. In addition to the regular cinema program, Rooftop Movies also added special events to its repertoire, including quiz nights and sunset yoga events. For the first time, Rooftop Movies held a FRINGE WORLD event, presenting a short-run of four sold out immersive cinema screenings.

81%

50%

89% Agree ROOFTOP MOVIES

Surveyed West Australian audience LIVE OUTSIDE THE PERTH CBD.

Attendees ALSO ATTENDED A FRINGE WORLD EVENT in 2021.

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 and by comparison* Apple has a NPS of 47 and ebay has a NPS of 9. *https://customer.guru/net-promoter-score/top-brands

64

66

NPS

CONTRIBUTES TO MAKING NORTHBRIDGE A MORE VIBRANT PLACE.

98% Surveyed respondents ARE PLANNING TO VISIT ROOFTOP MOVIES AGAIN IN 2022.

ROOF TOP MOVIES

Season Overview Rooftop Movies is celebrated for its unique and playful setting, and is truly a one-of-a-kind venue in Perth. The team at ARTRAGE look forward to continuing to present excellent and engaging cinema pop-ups in Perth into the future.

25.8K

$452.4K

79%

Total Ticketed Attendance

Rooftop Movies Box Office Income

Average Nightly Attendance

108

47

16

Film Events

Sold-Out Events

Special Events

4 New Event Formats

+10%

35.1K

17.7K

Email Subscribers

Instagram Followers

+5%

42.2K Facebook Followers

65

66

Girls School. Photo by Miles Noel.

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ARTRAGE INC

2020/21 IMPACT REPORT

Girls School Cinema returned for a third season, with new offerings available to patrons including Movie Trivia Quiz Nights and the Girls School Gallery, showcasing work from local visual artists. Mack Daddy’s New York Slice offered pizza and sides for purchase onsite nightly to complete the unique Girls School Cinema experience.

50%

Attendees AGREE THAT GIRLS SCHOOL CINEMA MAKES EAST PERTH A MORE VIBRANT PLACE.

With such a unique and cozy vibe this venue is a winters dream...

- Customer aged 18-24.

Cannington. 2021

68

75%

Attendees WERE VERY SATISFIED WITH THEIR VISIT TO GIRLS SCHOOL CINEMA.

97%

Indicated that GIRLS SCHOOL CINEMA MADE THEM MORE LIKELY TO RE-VISIT EAST PERTH.

99%

97%

Surveyed respondents

Surveyed respondents

AGREE THAT GIRLS

PLAN A RETURN VISIT

SCHOOL CINEMA IS A

TO GIRLS SCHOOL CINEMA

TOTALLY UNIQUE VENUE.

IN THE FUTURE.

GIRLS SCHOOL CINEMA

Season Overview

5.6K

$98.7K

82

Total Ticketed

Girls School Cinema

Average Nightly

Attendance

Box Office Income

Attendance

127

25

6

3

Film Events

Sold-Out Events

Movie Quiz Nights

Art Exhibitions

+32%

+37%

35.1K

5.3K

5.8K

Email Subscribers

Instagram Followers

Facebook Followers

69

Smoking Ceremony at The Woodside Pleasure Garden. Photo by Miles Noel.

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2020/21 IMPACT REPORT

Economic Impact The estimated total economic impact delivered by ARTRAGE in 2021 was more than $56.6 Million!

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 spend as part of a visit,

The number of people spending money (converted to

spend on accommodation for those staying overnight and other

the number of nights for accommodation and longer trips).

trip-related spending for those staying multiple nights. 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.

To calculate the economic impact on the local area, only additional visitation is included. From those visits, only expenditure that would not have otherwise occurred is considered. In this case, the economic impact is from attendees who would have otherwise stayed at home, gone to work, or those who would have done something else outside the local area.

The tables below detail a breakdown of visitation by additionality (i.e. new visits to the area because of the event), visitor expenditure (if they came and stayed in the area because of the event and any other spending they did), and total economic output.

The multiplier and calculation used for the economic impact of FRINGE WORLD Festival by Culture Counts is significantly different to the previous calculation that ARTRAGE has used, which is based on BOP Consulting methodology. As such, comparing the economic impact of previous FRINGE WORLD Festivals with the 2021 results is not relevant.

Event Spending Impact PROGRAM

ATTENDANCE

EVENT SPEND

ADDITIONALITY

TOTAL

Rooftop Movies

25,762

$39.76

31%

$315,151

Girls School

5,602

$35.88

96%

$193,711

FRINGE WORLD

232,374

$62.97

74%

$10,768,353

SUMMARY

263,738

$60.85

70%

$11,277,215 Source: Culture Counts

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ECONOMIC IMPACT

ARTRAGE has evolved into a key production company that supports WA contemporary culture Business News. 2021.

DEADSET. Photo by Wade Ranson.

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2020/21 IMPACT REPORT

Accommodation and Trip Spending Impact

PROGRAM

NIGHTS

ACCOM SPEND PER NIGHT

TRIP SPEND PER NIGHT

ADDITIONALITY

TOTAL

2,395

$130.23

-

31%

$95,952

204

$30.00

-

96%

$5,889

FRINGE WORLD

11,518

$114.32

$47.77

66%

$1,230,479

SUMMARY

14,117

$115.80

$47.77

60%

$1,332,320

Rooftop Movies

Girls School

Source: Culture Counts

Return on Investment

Direct Impact

Multiplied Impact

State Government investment

Direct spend per $1 invested

Multiplied spend generated per $1 invested

Total visitor bed nights

$19,842,705

$56,673,000

$849,533

$23.36

$66.71

14,117

Direct Employment (FTE)

145

Multiplied Employment (FTE)

257 Source: Culture Counts

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ECONOMIC IMPACT

Economic Impact Summary

DIRECT IMPACT

Attendee Spending (Rooftop Movies)

$411,103

$1,196,715

$315,151

$932,847

$95,952

$263,868

$199,600

$589,579

Event/Visit

$193,711

$573,385

Accommodation

$5,889

$16,195

$11,998,833

$35,338,371

$10,768,353

$31,874,326

$758,554

$2,086,024

$471,925

$1,378,021

$6,242,520

$16,667,529

Event/Visit

Accommodation

Attendee Spending (Girls School)

Attendee Spending (FRINGE WORLD)

Event/Visit

Accommodation

Trip

Organisation Expenditure

FRINGE WORLD

$5,691,419

$15,196,089 ​

Rooftop Movies

$452,403

$1,207,916

$98,698

$263,524

$990,650

$2,880,807

$19,842,706

$56,673,001

Girls School

Artist Expenditure (FRINGE WORLD)

TOTAL

MULTIPLIED IMPACT

Source: Culture Counts

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2020/21 IMPACT REPORT

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)

$1,212,528

- Elsewhere in WA

$942,369

- Interstate

$90,397

- Overseas

$179,762

Artist Spending

$273,856

TOTAL

$1,486,384 Source: Culture Counts

Employment Impact Summary DIRECT EMPLOYMENT (FTE) Attendee Spending (Rooftop Movies)

2.8

5.1

1.5

2.6

Attendee Spending (FRINGE WORLD)

86.8

155.2

Organisation Expenditure

46.4

81

7.4

13

144.9

256.7

Attendee Spending (Girls School)

Artist Expenditure (FRINGE WORLD) TOTAL

Note: State Government investment does not include COVID-19 related payments.

76

MULTIPLIED EMPLOYMENT (FTE)

Source: Culture Counts

ECONOMIC IMPACT

My favourite thing about FRINGE WORLD is that it brings more people to our business Business Owner, Northbridge. 2021.

Tunes and Textures. Photo by Kaifu Deng.

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VISITOR EXPENDITURE BY SUBURB

Visitor Expenditure by Suburb

WHERE WAS YOUR AVERAGE DAILY EXPENDITURE PRIOR TO AND AFTER ATTENDING A FRINGE WORLD VENUE? WHERE WAS YOUR AVERAGE DAILY EXPENDITURE PRIOR TO AND AFTER ATTENDING A FRINGE WORLD VENUE?

13% OTHER

13% OTHER

95% FRINGE WORLD customers who live in the Perth Metro area.

80% 1% MIDLAND 1% BASSENDEAN

3% SCARBOROUGH

6% MT LAWLEY 3% SUBIACO

3% LEEDERVILLE 55% PERTH CBD

63% NORTHBRIDGE

2% STH PERTH

Businesses think FRINGE WORLD brings new people into Northbridge, which has a longterm benefit for their business.

6% FREMANTLE

60% 1% ROCKINGHAM

Businesses who agree that FRINGE WORLD contributes to Northbridge feeling safer.

78

ECONOMIC IMPACT

Business Impact

2020

2021

100%

73%

78%

66%

74% 91%

Surveyed audience who

Surveyed audience

HAD A DRINK AT A BAR,

who ATE A MEAL AT A

NIGHTCLUB, OR A CAFE

RESTAURANT before

before or after attending

or after attending a

a FRINGE WORLD venue.

FRINGE WORLD venue.

Think FRINGE WORLD has INTRODUCED NORTHBRIDGE TO PEOPLE WHO WOULDN’T USUALLY VISIT HERE.

100% 91%

65%

40%

100%

87%

Think FRINGE WORLD INTRODUCES NORTHBRIDGE TO PEOPLE WHO DON’T NORMALLY VISIT.

32

53

City of Perth businesses who were part of the FRINGEY OFFERS PROGRAM.

Indicated that THEIR LEVEL OF TRADING INCREASED.

74%

60%

Think FRINGE WORLD has a SIGNIFICANT POSITIVE IMPACT ON THEIR BUSINESS.

Think FRINGE WORLD has CONTRIBUTED TO MAKING NORTHBRIDGE AND PERTH CITY A MORE VIBRANT PLACE.

79

80

Fringe Launch Party. Photo by Miles Noel.

ATTENDANCE METHODOLOGY & SURVEY SIZE

Attendance Methodology & Survey Size

The majority of the data reported in this Impact Report

•

4,092 tickets purchased on the door at Festival venues including artist pass entries.

•

7,545 tickets purchased through other ticketing systems (such as for shows at the State Theatre Centre of WA, His Majesty’s Theatre, The Rechabite

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

and Subiaco Arts Centre).

Culture Counts. Click here for the full Culture Counts report on ARTRAGE and for details of their survey size.

ARTRAGE surveys: · Online customer survey with 1,828 responses · Online participant (artist) survey with 142 responses · Online local business survey with 11 responses · Online FRINGE WORLD Friends survey with

35 responses · Online staff and volunteer survey with 64 responses · Online business survey sent to a database

of businesses located within the City of Perth

with 11 responses · Intercept business survey to a sample of

Northbridge and Perth CBD hospitality

businesses with 37 responses · Online neighbours survey with 72 responses · Rooftop Movies online survey with 397 responses · Girls School Cinema online survey with 151 responses

The reported total Festival attendance for 2021 is 468,000+ and includes attendance at ticketed events, attendance at free and busker programs, attendance at the City of Perth Power Hour, attendance at Festival partnership activations and Festival-goers enjoying The Woodside Pleasure Garden and Girls School.

There were many individual free programs and events during Fringe, including the City of Perth Power Hour, Wasamba!! at Girls School, Perth Chinese New Year Fair, FRINGE WORLD Mermaids, FRINGE WORLD Silent Disco, Kalamunda’s Super-Kala-Fringe-Alistic, visual arts exhibitions, partnership activations and nightly free programs throughout The Woodside Pleasure Garden.

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

AUDIENCE CALCULATIONS

by external sources and in order to be conservative, the total attendance number is recorded as the lowest

The reported figure for attendance at ticketed and non-

total of the projected attendance.

free events for FRINGE WORLD Festival 2021 (including Encore season) is 221,905. This is comprised of: •

210,268 tickets processed through FRINGE WORLD ticketing systems.

The reported figure of 468,000+ total attendance is at the conservative lower end of the projected 436,031 – 468,850 range.

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FRINGE WORLD Festival

Principal Supporter

Principal Partner

Principal Hospitality Partner

Government Partners

Major Partners

Media Partners

&

Key Partners

Rooftop Movies

82

Associate Partners

Production & Supply Partners

Girls School Cinema

Thanks to our awesome partners!

The FRINGE WORLD Mermaids. Photo by Miles Noel.

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Impact Report