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2016 IMPACT REPORT

PERTH, WESTRALIA


02 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

CONTENTS

CONTENTS

WELCOME 2016 AT A GLANCE WHAT KIND OF FESTIVAL IS FRINGE WORLD? WORLD FRINGE ALLIANCE AUDIENCE PROFILE CULTURAL VISITATION CULTURAL OUTCOMES SOCIAL OUTCOMES PARTICIPATING ARTISTS PARTNERSHIP ACTIVITIES MEDIA & MARKETING REACH OUTER FRINGE ROOFTOP MOVIES ECONOMIC IMPACT REPORT METHODOLOGY FRINGE WORLD FUTURE2016 AWARDS

FRINGE WORLD FAIRGROUND at the opening of Elizabeth Quay. Photo by John Leonard.

04 06 08 10 12 22 26 30 38 48 52 56 60 64 78 80 84

FRINGE WORLD TEAM

86

FRINGE WORLD PARTNERS

87

03


04 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

‘‘

AND TOURIST FAMILIES AND KIDS MIXING IT UP WITH A YOUNG CREW FOR A COSMOPOLITAN

WELCOME

NIGHT ON THE TOWN. EVERYONE WAS HAPPY AND RELAXED - IT FELT MORE LIKE SINGAPORE THAN

FRINGE WORLD MEANS SOMETHING SPECIAL TO SO MANY PEOPLE IN WESTERN AUSTRALIA AND THE FESTIVAL’S HUGE IMPACT TO THE COMMUNITY HAS REGISTERED RIGHT ACROSS THE SPECTRUM OF CULTURAL, SOCIAL AND ECONOMIC SPHERES. This annual review document highlights the Festival’s achievements and provides key insights from our extensive surveying and data analysis. FRINGE WORLD is one of the fastest growing events in the Southern Hemisphere and the largest annual event in Western Australia. Since starting in 2011, the Festival has practically doubled in size each year and when it comes to total tickets sold, is now recognised as the third largest Fringe Festival in the world. FRINGE WORLD once again topped previous figures in 2016 with 713 events at 159 venues all over Perth. Nearly 350,000 tickets were sold generating box office sales of over $9.3 million and free and ticketed attendance close to 990,000. Over the last five years FRINGE WORLD has stimulated and grown an audience and appetite for the arts in Perth that didn’t exist before. It has provided huge numbers of local and visiting artists with development and performance opportunities through access to an open-market Fringe platform and delivered significant box office returns to artists. In 2016 FRINGE WORLD stimulated more than $8.3 million in gross box office payments to 365 different performance companies. As an interesting comparison, in 2015 the

DURING FRINGE, WE ENJOYED AN INCREDIBLE CARNIVAL ATMOSPHERE, THOUSANDS OF LOCAL

PERTH. FRINGE PROBABLY ECLIPSED PIAF THIS YEAR, AND HAS GIVEN SOME OF THE OLD GUARD A RUN FOR THEIR MONEY. IN COMBINATION, THEY BRING A VIBRANCY TO CENTRAL PERTH THAT

ENCOMPASSES EVERYONE FROM KIDS AND FAMILIES TO BACKPACKERS, ARTISTS AND YUPPIES. - David Hogan, Editor, Perth: The New Global City, Scoop, March - May 2016

Department of Culture and the Arts awarded $3.3 million to 297 projects through its project grants programs. The growth of the Fringe has led to new business and opportunities for artists. It has also allowed FRINGE WORLD to be at the forefront in the vibrant transformation of Perth culture over the last five years. This growth has been driven by a vision to embed FRINGE WORLD in the hearts and minds of all Western Australians. The following pages attest to FRINGE WORLD being well on the way to achieving this vision and the great value the festival generates for artists, audiences and community by continuing to expand and mature through ongoing support from partners, the enthusiasm of a growing audience and the passion of participating artists. We look forward to FRINGE WORLD being up there with balmy nights and a trip to the beach when WA visitors think of their ‘Perthect’ summer experience and we hope that ‘Fringeuary Fringe Bingeing’* will become a regular part of what makes living in Westralia so great that no one can imagine life in WA without it.

* ‘Fringe Bingeing’ is the practice of seeing as many Fringe shows as possible during the FRINGE WORLD season, which kicks off around Australia Day and runs across February, commonly referred to as ‘Fringeuary’ by Fringe loving locals in Perth.

FRINGE WORLD Launch Event. Photo by Mac1Photography.

’’


FRINGE WORLD FESTIVAL 2016: AT A GLANCE THE PROGRAM

5,147 cus Cir

2%

2%

Film & Multimedia

Free &y nit Commu l Arts Visua l sica Phy atre ce & The

Dan

2%

Ch ild Everen’s nts

MIX OF GENRES

ARTIST ORIGINS

171

45%

Music & Musicals

Interstate

Comedy

10%

WA PREMIERES

83

AUSTRALIAN PREMIERES

264

WORLD PREMIERES

14%

Theatre

ECONOMIC IMPACT

16%

Cabaret

GROSS VISITOR EXPENDITURE

95%

Of artists would recommend Perth as a place to visit.

83%

Of artists were satisfied with their experience in 2016.

349,841

Total attendance at free & ticketed events

International

PREMIERE EVENTS

4%

8%

19%

WA

2%

5%

ATTENDANCE AT TICKETED EVENTS

AUDIENCE GROWTH

71%

$70.5 MILLION TOTAL GROSS ECONOMIC MOVEMENT

$98 MILLION

$7,696,139

2012

WORTH OF MEDIA COVERAGE REACHING A CUMULATIVE POTENTIAL AUDIENCE OF

989,675

INDIVIDUAL PERFORMANCES & EXHIBITION DAYS

3,381

989,675

660,093

159

ARTISTS & PARTICIPANTS

49,936,338

372,431

713

MEDIA & MARKETING REACH

ATTENDANCE AT FREE AND TICKETED EVENTS

215,956

VENUES

THE ARTISTS

151,773

EVENTS

AUDIENCE & ATTENDANCE

62,000+ EMAIL SUBSCRIBERS 2013

AVERAGE SESSION CAPACITY

56.4%

2014

2015

44% Increase

2016

AVERAGE TICKET PRICE

$30.35

SPENT AT THE BOX OFFICE

$9,301,657

38,000+ FACEBOOK FANS

Increase

10,800+ INSTAGRAM FOLLOWERS

Increase

41%

93%

79%

THINK FRINGE WORLD IS ONE OF THE TOP 5 BEST THINGS ABOUT PERTH.

98%

PLAN TO ATTEND FRINGE WORLD AGAIN IN 2017.

TOTAL WEB SESSIONS

1,118,402 FROM DEC 10 2015 - FEB 21 2016


08 FRINGE WORLD FESTIVAL

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AUDIENCE PROFILE

09

WHAT KIND OF FESTIVAL IS FRINGE WORLD? IF INTERNATIONAL ARTS FESTIVALS ARE HIGH END DESIGNER STORES WHERE EVERY ITEM HAS BEEN CAREFULLY SELECTED, THEN A FRINGE IS A BIG POP-UP STREET MARKET WHERE ANYONE CAN SET UP A STALL AND SELL WHATEVER THEY LIKE. GREAT FESTIVAL CITIES HAVE THESE TWO KINDS OF ARTS FESTIVALS RUNNING ALONGSIDE EACH OTHER. PERTH IS NOW A GREAT FESTIVAL CITY. There are over 300 different Fringe Festivals happening across the world. They come in all shapes and sizes and have some key things in common including a shared history that started in 1947 in Scotland. Seventy years on, the Edinburgh Fringe is the largest arts festival and marketplace in the world and its open access spirit has spawned a huge network of Fringe Festivals built on a similar ‘give anyone a go’ democracy. This is why Fringe Festivals are where you often find unknown artists looking to build their careers performing alongside big names in the world of entertainment. Fringes offer a smorgasbord of choice for punters with the variety of different styles on offer and due to the wide variety of shows competing for audience, ticket prices tend to be low. This allows audiences to experience lots of different shows and try out things they might not normally choose. Fringes are also known for transforming public spaces with lots of ‘pop-up’ venues and hubs alongside performances being staged in unorthodox and unusual spaces throughout a city and surrounds. Audience members are not expected to ‘frock up’ to attend and the relaxed and welcoming atmosphere of Fringe often attracts punters who don’t usually engage with the arts.

‘‘

THE FRINGE STORY DATES BACK TO 1947, WHEN EIGHT THEATRE GROUPS TURNED UP UNINVITED TO PERFORM AT THE (THEN NEWLY FORMED) EDINBURGH INTERNATIONAL FESTIVAL, AN INITIATIVE CREATED TO CELEBRATE AND ENRICH EUROPEAN CULTURAL LIFE IN THE WAKE OF THE SECOND WORLD WAR. NOT BEING PART OF THE OFFICIAL PROGRAMME OF THE INTERNATIONAL FESTIVAL DIDN’T STOP THESE PERFORMERS – THEY JUST WENT AHEAD AND STAGED THEIR SHOWS ON THE ‘FRINGE OF THE FESTIVAL’ ANYWAY – COINING THE PHRASE AND THE NAME. YEAR ON YEAR MORE AND MORE PERFORMERS FOLLOWED THEIR EXAMPLE AND THE FESTIVAL FRINGE SOCIETY WAS CREATED IN RESPONSE TO THE SUCCESS OF THIS GROWING TREND. ’’ - edfringe.com

Over the last five years, FRINGE WORLD has tailored a model of Fringe that suits the unique qualities of Perth and Western Australia, designed to attract talent from across the world and offer fantastic opportunities for local artists.

OPEN ACCESS

VARIETY OF VENUES

BOX OFFICE

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

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

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

MARKETING

ARTIST RETURNS

NOT-FOR-PROFIT

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

FRINGE WORLD is produced by a Notfor-Profit cultural organisation and charity. The Festival aims to deliver the best value return to participants. This is possible only through subsidising the cost of producing the festival through government funding support, sponsorship and other independent revenue, such as bar and food operations at the Fringe. Any profit generated by the Festival is invested in the local WA cultural ecology and in developing the Fringe further.

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


10 FRINGE WORLD FESTIVAL

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11

WORLD FRINGE ALLIANCE

1 7

8

6

5

4

WE MIGHT BE ONE OF THE YOUNGEST BUT THE WHOLE WORLD HAS TAKEN NOTICE. There are over 300 Fringe Festivals happening around the world. The World Fringe Alliance is a select group of nine of the best and FRINGE WORLD is proudly one of the founding member festivals. 9

3

Through the Alliance, FRINGE WORLD is able to connect Western Australian artists with international and national touring opportunities.

2

ESTABLISHED

ESTABLISHED

ESTABLISHED

ESTABLISHED

ESTABLISHED

ESTABLISHED

ESTABLISHED

ESTABLISHED

ESTABLISHED

1

2

3

4

5

6

7

8

9

EDINBURGH FRINGE

ADELAIDE FRINGE

GRAHAMSTOWN FRINGE

NEW YORK FRINGE

PRAGUE FRINGE

AMSTERDAM FRINGE

BRIGHTON FRINGE

HOLLYWOOD FRINGE

FRINGE WORLD FESTIVAL

(2015)

(2016)

(2015)

(2015)

(2015)

(2015)

(2015)

(2015)

(2016)

3,314 Events 313 Venues 27,918 Artists 50,459 Performances 2,298,090 Tickets Sold

1,100+ Events 430 Venues 5,000+ Artists 600,000+ Tickets Sold

350 Events 60 Venues 2,500 Performances 241,116 Attendees

200 Events 20 Venues 5,000 Artists 75,000 Tickets Sold 1,100 Individual Performances

40+ Events 200+ Individual Performances 6,000 Attendees

80 Theatre Groups 40 Venues

787 Events 176 Venues 4,000 Artists 400,000 Attendees 3,546 Individual performances

285 Events 39 Venues 1,500 Individual Performances 50,000 Tickets Sold

713 Events 159 Venues 3,381 Artists 989,675 Attendees at Free & Ticketed Events 349,871 Attendance at Ticketed Events

1947

1960

1974

1997

2001

2005

2006

2008

2011


12 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

12 AUDIENCE PROFILE There’s something for everyone at FRINGE WORLD and the Fringe audience is as broad as the entertainment on offer. FRINGE WORLD’s breadth and depth of market reach is unparalleled compared with any other arts or cultural event in WA. As the Festival’s total audience has grown, the audience demographic has become more evenly distributed and we’re reaching a greater proportion of each audience segment than ever before!

The Pleasure Garden. Photo by Jarrad Seng.

AUDIENCE PROFILE

13


14 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

AUDIENCE PROFILE

15

AUDIENCE PROFILE FRINGE WORLD TICKETED ATTENDANCE BY AGE

2016

AUDIENCE OCCUPATION

Other

Retired

Student

Technical

Home Duties

Unspecified

Unemployed

Office/Admin

6.4%

5.9%

3.5%

3.2%

1.6%

1.3%

27,643

43,030

45,794 30,743

33,844

28,677

32,552

40,966

42,786

47,194

54,680 42,627

52,861

21,830

8.4%

700

517

15,759

45,986

Professional

2015

< 17

18 - 23

24 - 29

30 - 35

36 - 41

42 - 47

48 - 53

54 - 59

60+

54.2%

15.5%

MEDIAN AGE COMPARISON 42.6 38.5

44.5

Ticketed Attendance

55,000

Our median age is now more in line with the WA median age.

< 17

18 - 23

24 - 29

30 - 35

36 - 41

FRINGE WORLD 2015

42 - 47

WA 2013

FRINGE WORLD 2016

48 - 53

54 - 59

60+

7%

17%

IDENTIFY WITH AN ETHNIC OR CULTURAL GROUP.

ACCOMPANIED A CHILD UNDER THE AGE OF 18 TO AN EVENT.

28%

WORK IN THE PERTH CBD INC. EAST, WEST & NORTHBRIDGE.

‘‘

YOU ONLY HAVE TO WALK UP THE STAIRS TO THE ROOFTOP NOODLE PALACE AT THE CENTRAL INSTITUTE OF TECHNOLOGY OR THROUGH THE PERTH CULTURAL CENTRE AND THE PLEASURE GARDEN TO WITNESS FRINGE WORLD’S CAPACITY TO DRAW DIVERSE

CROWDS OF ALL AGES INTO NORTHBRIDGE.’’ - Stephen Bevis, Fringe artists do heavy lifting, The West Australian, 8 Feb 2016


16 FRINGE WORLD FESTIVAL

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AUDIENCE PROFILE

17

AUDIENCE PROFILE PERTH METROPOLITAN AUDIENCE DISTRIBUTION Number of Tickets Sold by Postcode 15,500 +

15,500

‘‘

[ARTIST] MANNISH SAID THE GENRE OF FRINGE ACTS HAD APPEALED TO PERTH AUDIENCES SINCE DAY ONE. “THE AUDIENCES ARE HUNGRY, THEY ARE REALLY, REALLY INTO IT, THEY’RE SUPPORTIVE, THEY SPEND THE MONEY TO COME AND SEE US AND THEN THEY MEET US AFTERWARDS, THEY CHAT TO US, IT’S A LOVELY VIBE, A LOVELY ATMOSPHERE”, HE SAID. ’’ - Kathryn Diss, Perth FRINGE Festival gives PIAF a run for its money, ABC News, 19 Febuary 2016

8,500

6,500

FRINGE WORLD PROMOTES PERTH TO THE WORLD VISITATION FROM INTERSTATE OR OVERSEAS

4,000

2,500

1,000

29%

1.7%

ARTISTS

SURVEYED AUDIENCE

500

Ticket purchasers come from households in every postcode in the Perth metropolitan area. FRINGE WORLD reaches into more suburbs than any other Perth event. TOP POSTCODES WITH HIGHEST TICKET SALES 1. Perth CBD (6000) 2. Innaloo (6018) 3. Mount Lawley (6050) 4. Bibra Lake (6163) 5. Subiaco (6008) 6. Scarborough (6019) 7. Floreat (6014)

NET PROMOTER SCORE

81%

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


18 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

AUDIENCE PROFILE

AUDIENCE PROFILE

AUDIENCE GROWTH

WHY THEY COME TO FRINGE

2015

2016

TOP 3 REASONS TO ATTEND AN EVENT To be ENTERTAINED

66%

19

To enjoy the FESTIVAL ATMOSPHERE

To see a SPECIFIC SHOW

63%

52%

TOTAL ATTENDANCE AT FREE AND TICKETED EVENTS 2012

151,773

2013

215,956

2014

372,431

2015

660,093

2016

989,675

POSITIVE WORD OF MOUTH DRIVES FRINGE WORLD GROWTH

81%

68%

43% 61.5%

81%

90%

OF ACCOUNTS ON THE FRINGE WORLD WEBSITE WERE CREATED BY NEW CUSTOMERS IN 2016.

HAVE ATTENDED TWO OR MORE FRINGE WORLD FESTIVALS SINCE IT WAS ESTABLISHED IN 2011.

VISITED MORE THAN ONCE DURING THE 31 DAY FESTIVAL.

FRINGE IS CONVERTING MORE OF ITS AUDIENCE TO TICKET PURCHASERS AND CULTURAL CONSUMERS To expose themselves / others to arts and cultural experiences Just to enjoy a drink / meal What would you have done if you had not made this trip to FRINGE WORLD Festival (stayed home)

37% 27% 9% 14% 69% 68%

4.48

AVERAGE NUMBER OF TICKETS PURCHASED PER CUSTOMER THROUGH THE WEBSITE.


20 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

FRINGE WORLD Mermaids. Photo by Jarrad Seng.

AUDIENCE PROFILE

21


22 FRINGE WORLD FESTIVAL

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22 CULTURAL VISITATION FRINGE WORLD has set the standard for growth with a highly engaged and broad audience. Fringe reaches practically every demographic segment, from cultural connoisseurs through to mainstream professionals who rarely engage with the arts and when they do itâ&#x20AC;&#x2122;s only to go to the cinema. 41% of the 2016 surveyed audience are big cultural consumers, attending cultural events at least once a month. Four years ago, when Fringe was smaller and less well known, the audience was more heavily weighted towards this segment with 56% identifying as heavy cultural consumers.

A Little Less Conversation 2. Photo by Mac1Photography.

CULTURAL VISITATION 23


24 FRINGE WORLD FESTIVAL

CULTURAL VISITATION 25

2016 IMPACT REPORT

CULTURAL VISITATION AVERAGE CULTURAL VISITATION OVER THE PAST 12 MONTHS, HOW OFTEN DID YOU ATTEND AN ARTS OR CULTURAL EVENT?

WHICH OF THE FOLLOWING PERFORMANCE VENUES HAVE YOU BEEN TO IN THE LAST TWO YEARS?

AT LEAST ONCE A MONTH

3 - 4 TIMES A YEAR

1 - 2 TIMES A YEAR

NEVER

41%

44%

13%

1%

2012

CREATING BIG CULTURAL CONSUMERS

56%

Fringe’s continued success at attracting a mainstream audience is good news for our artists and for the wider arts community who benefit from the increased appetite stimulated through attendance at Fringe.

WHAT KIND OF ARTS AND CULTURAL EVENTS DID YOU ATTEND IN THE LAST 12 MONTHS? (YOU MAY SELECT UP TO 3 OPTIONS) 68%

67%

58% 45%

39%

28%

25%

25%

LITERATURE

COMMUNITY

DANCE

VISUAL ARTS

CIRCUS

CABARET

THEATRE

COMEDY

FILM

MUSIC

7%

2% OTHER

69%

The Pleasure Garden Perth Arena Crown Theatre Burswood Event Cinemas Art Gallery of WA Luna Cinemas De Parel Spiegeltent Perth Convention Exhibition Centre Hoyts Cinema His Majesty’s Theatre Chevron Festival Gardens Fremantle Arts Centre State Theatre Centre of WA The Regal Theatre Perth Concert Hall Open Air Cinemas Subiaco Oval Sommerville Auditorium Rooftop Movies Perth Institute of Contemporary Art

66% 62% 57% 52% 48% 46% 45% 43% 41% 35% 32% 31% 31% 30% 30% 23% 22% 22% 21% 21%


26 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

26 CULTURAL OUTCOMES Our vision is to embed FRINGE WORLD into the hearts and minds of all Western Australians. One of the ways we achieve this is by ensuring that the Fringe experience is distinctive and affordable. The low risk and high reward factor of FRINGE WORLD is stimulating Perth audiences to engage with and enjoy arts and culture throughout the year.

FRINGE WORLD Launch Event. Photo by Mac1Photography.

CULTURAL OUTCOMES

27


28 FRINGE WORLD FESTIVAL

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CULTURAL OUTCOMES

29

CULTURAL OUTCOMES REASONS FOR ATTENDING

ENCOURAGE GREATER CULTURAL PARTICIPATION IN FUTURE

WHAT ARE YOUR FAVOURITE THINGS ABOUT FRINGE WORLD?

THE ATMOSPHERE AND VIBE

89%

THE VARIETY OF SHOWS

78%

MAKES THE STREETS OF PERTH ALIVE WITH PEOPLE AND ENTERTAINMENT

74%

THE AFFORDABILITY OF SHOWS

69%

BRINGING ARTS AND CULTURE TO PERTH

60%

THE VARIETY OF VENUES

45%

INCREASE ACCESS TO ARTS EVENTS The average ticket price at the Festival continues to be a bargain at $30.35 and there were over 48 free events on offer in 2016. The free events in the Festival that attracted families and multi-cultural audiences included the FRINGE WORLD Mermaids, the buskers in The Pleasure Garden and the Chinese New Year Fair.

‘‘

THE MONTH-LONG ANNUAL ARTS BINGE, EAGERLY AWAITED BY THOSE WHO LOVE THEIR SHOWS PLENTIFUL, QUIRKY AND SEXY (NOT TO MENTION CHEAP) HELPS MAKE THE MOST OF PERTH’S INCREASINGLY APPEALING PUBLIC SPACES DURING SUMMER. ’’

FRINGE IS INCREASING THE LIKELIHOOD THAT AUDIENCES WILL ENGAGE WITH ARTS AT OTHER TIMES DURING THE YEAR. PLAN TO ATTEND THE FRINGE WORLD FESTIVAL AGAIN IN 2017.

BELIEVE THEIR FRINGE WORLD VISIT HAD MADE IT MORE LIKELY THAT THEY WOULD ATTEND MORE ARTS EVENTS IN THE FUTURE.

WILL TAKE GREATER RISK AND SEE LESS WELL-KNOWN ARTS EVENTS IN THE FUTURE.

98%

91%

84%

DISTINCTIVENESS AND QUALITY

FRINGE BRINGS THE STREETS ALIVE WITH QUALITY EVENTS PRESENTED BY LOCAL PERFORMERS AND ARTISTS FROM AROUND THE WORLD.

- Emma Young, FRINGE WORLD Festival Perth: Top 10 Picks, WA Today, 19 January 2016

90% BELIEVE THAT FRINGE WORLD ENABLES THEM TO SEE

HIGH QUALITY PERFORMANCES THEY OTHERWISE WOULD NOT SEE.

91%

THINK FRINGE WORLD SHOWCASES CHALLENGING AND INNOVATIVE PERFORMANCES FROM AROUND THE WORLD.

92%

BELIEVE FRINGE WORLD EVENTS ARE UNIQUE IN RELATION TO OTHER EVENTS THEY HAVE EXPERIENCED.


30 FRINGE WORLD FESTIVAL

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30 SOCIAL OUTCOMES Perthâ&#x20AC;&#x2122;s entire community comes together during Fringe and the flowon benefits of the month-long celebrations are inspiring an improved image of Perth and fostering social cohesion. The days of Perth as Dullsville are long gone. Long live Fringeville!

FRINGE WORLD Fairground. Photo by Cam Campbell.

SOCIAL OUTCOMES

31


32 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

SOCIAL OUTCOMES

SOCIAL OUTCOMES ACTIVATION OF PERTH CITY AND SURROUNDS

201

6

MAPS IN PRINTED GUIDE

150 VENUES

THE PLEASURE GARDEN PERTH CULTURAL CENTRE FRINGE WORLD FAIRGROUND PERTH NORTHBRIDGE FREMANTLE EAST SIDE NORTH SIDE

‘‘

BUT WHILE THE FINANCIAL BENEFITS PROVIDE A MUCH-NEEDED BOOST TO THE ECONOMY, THE TRUE VALUE OF FRINGE IS THE WAY IT ATTRACTS YOUNG AND OLD INTO THE CITY WITH A PROGRAM OF WEIRD AND WONDERFUL ACTS AND FREE EVENTS. ALMOST HALF THE ACTS ARE LOCAL ARTISTS, DRAWING ON COMMUNITY AND FAMILY SUPPORT TO ACCOMPANY THE ROVING GAGGLE OF ACTS THAT LAND IN PERTH FROM INTERSTATE AND OVERSEAS. WA ACTS GET EXPOSURE THEY COULD ONLY DREAM ABOUT AT ANY OTHER TIME OF THE YEAR, OFFERING THEM THE

IMPROVED IMAGE OF PERTH

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

PROSPECT OF TOURING TO OTHER FESTIVALS. ’’

- Editorial, FRINGE Festival: A great success story to make Perth proud, The West Australian, 22 January 2016

88%

90% 96% 96%

SOUTH SIDE WEST SIDE

201

5

OUTER METRO & REGIONAL

The Fringe footprint has well and truly made its mark on Perth city and surrounds and the Festival’s activation of urban spaces has set a benchmark that other events and festivals have sought to follow.

98%

Agree that FRINGE WORLD is an event that brings the whole community together. Are more likely to visit the city in the future after their visit to FRINGE WORLD. Agree that FRINGE WORLD contributes to making Perth special as a city. Feel that FRINGE WORLD contributes to making Northbridge and Perth city centre a more vibrant place. Believe FRINGE WORLD is an important addition to Western Australia’s cultural life.

113 VENUES

THE PLEASURE GARDEN PERTH CULTURAL CENTRE PERTH CBD GREATER PERTH NORTHBRIDGE FREMANTLE

This year, the Festival’s outdoor activation of the Perth Cultural Centre, The Pleasure Garden and Noodle Palace in Northbridge were heaving and Fringe fans were treated to a bumper program of events presented beyond the Perth CBD including Fremantle, Midland, Scarborough, Mandurah and Geraldton. 2016 welcomed some new additions to the Fringe family - the WA Museum Gardens hosted smash-hit sensation La Soirée, the State Library forecourt embraced The Shambles and the FRINGE WORLD Fairground offered families and fun-seekers loads of entertainment at Elizabeth Quay.

FRINGE WORLD HAS PLAYED A SIGNIFICANT ROLE IN ADDING VALUE TO THE PERTH BRAND BOTH DOMESTICALLY AND INTERNATIONALLY.

91%

AGREE FRINGE WORLD PROMOTES PERTH AS A CITY THAT IS GLOBALLY CONNECTED.

85%

THINK FRINGE WORLD INCREASES PRIDE IN PERTH AS A CITY.

95%

OF PARTICIPANTS WOULD RECOMMEND PERTH AS A PLACE TO VISIT.

33


34 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

SOCIAL OUTCOMES

‘‘

35

IT’S BRINGING A WHOLE NEW AUDIENCE IN WHO ARE PARTICIPATING IN EVENTS,” MR BARNETT [HON. COLIN BARNETT MLA PREMIER OF WESTERN AUSTRALIA] SAID. “IT’S GOOD FUN, IT’S LIVELY, IT’S VITAL AND IT’S QUICK AND IT’S JUST BEEN TERRIFIC. ’’

- Stephen Bevis and Daniel Mercer, Final hurrah for bumper Fringe, The West Australian, 8 Feb 16 The Pleasure Garden. Photo by John Leonard.


36 FRINGE WORLD FESTIVAL

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SOCIAL OUTCOMES

SOCIAL OUTCOMES PERCEPTION OF SAFETY

HEARTS AND MINDS

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

2016

55%

68%

‘‘

THE FRINGE WORLD FAIRGROUND BROUGHT A CARNIVAL VIBE TO A SPACE THAT WOULD OTHERWISE BE AN EMPTY LOT, PARTICULAR AFTER DARK WHEN ITS RIDES LIT UP THE SKY.

’’

- Kate Emery, Dressed-up Quay, The Weekend West, 30 January 2016

Where some groups would have previously given Northbridge and Perth CBD a miss at night, Fringe has invited them in with open arms and given them a taste of a positive and inclusive experience. Fringe is a time where more activity in busy inner city entertainment precincts means the perception of safety throughout the area is increased.

FRINGE HAS A LONG-TERM PLACE IN PERTH AND IN THE HEARTS AND MINDS OF WESTERN AUSTRALIANS. We know from the good vibes felt at Fringe venues just how much our audiences love all things Fringe. For the first time in our surveying, we sought to capture whether this positive sentiment towards the Festival has transformative potential for both the future of Fringe and the State.

79%

99%

96%

AGREE THAT FRINGE WORLD IS ONE OF THE TOP 5 BEST THINGS ABOUT PERTH.

AGREED THAT FRINGE WORLD SHOULD CONTINUE TO BE PRESENTED IN PERTH FOR THE FORESEEABLE FUTURE.

AGREE THAT THE STATE GOVERNMENT SHOULD SUPPORT THE FRINGE SO THAT IT CAN CONTINUE TO BENEFIT THE WESTERN AUSTRALIAN COMMUNITY.

68% of the surveyed audience in 2016 agreed that Fringe has contributed to them feeling safer in Northbridge and the Perth CBD at night, which is down from 77% the year prior but up from the 55% first registered in 2012. It was notable this year that for the first time there were some media reports about verbal harassment experienced by artists late at night when they were moving through the Northbridge precinct between venues. None of these incidents resulted in any police reports however. In response to these concerns Fringe was quick to fast track a new partnership with transport providers that gave artists free and discounted rides from Northbridge. The Festival also communicated regularly with the Perth Police Station, which resulted in increased patrols on Friday and Saturday nights.

FRINGE OPERATING EXPENDITURE CONTRIBUTED TO BY STATE GOVT 6.8%

37


38 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

38 PARTICIPATING ARTISTS FRINGE WORLD delivered over $8.3 million gross box office to artists in 2016. This is a great result but as the survey responses have shown, artists participate in the Fringe for a range of reasons. FRINGE WORLD is recognised as one of the friendliest and most supportive Fringes in the world and the survey results show that artists are achieving their goals at the Festival and they want to return in future years.

Cottontail Trio - The Golden Era of Swing. Photo by Jason Matz.

PARTICIPATING ARTISTS

39


40 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

PARTICIPATING ARTISTS

ARTISTS OVERVIEW ‘‘

AS A WEIRDO MAKING STRANGE PERFORMANCE STUFF IN PERTH, FRINGE WORLD IS A LIFELINE THAT GIVES MY WORK CONTEXT FOR LOCAL AUDIENCES, AND GIVES ME A PLATFORM TO SHOW OFF MY LOCAL AUDIENCE TO INTERNATIONAL PRESENTERS. WHEN THE FESTIVAL STARTED, I REFUSED TO PUT MY WORK INTO IT, THINKING IT’D NEVER TAKE OFF IN PERTH - I HAVE NEVER BEEN SO DELIGHTED TO BE PROVED SO MASSIVELY, RIDICULOUSLY WRONG. I AM IN LOVE WITH THIS FESTIVAL. ’’

71%

- Tomas Ford’s Craptacular! and Crap Music Rave Party, 2016 Festival Participant

ARTIST AGE RANGE

2015

2016

Artists participating in the 2016 Festival are generally a little older, a little wiser and are doing more than simply ‘dipping their toes’ in the world of Fringe.

32%

ARTIST ORIGIN

19%

10%

ARTIST FEEDBACK

83%

ARE SATISFIED OVERALL WITH FRINGE WORLD 2016 FROM THE PERSPECTIVE OF A PARTICIPANT.

27% 24%

AGREE THAT FRINGE WORLD IS A PLATFORM TO ACCESS AN AUDIENCE THEY WOULD OTHERWISE NOT HAVE ACCESS TO.

22%

16% 14% 12%

12% 9%

8%

6% 3% 1%

3%

3%

4%

3%

1%

< 17

18 - 23

24 - 29

30 - 35

36 - 41

42 - 47

48 - 53

54 - 59

60+

75%

AGREEE THAT PARTICIPATING IN FRINGE WORLD IS IMPORTANT TO THE DEVELOPMENT OF THEIR CRAFT AS AN ARTIST.

71%

41


42 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

PARTICIPATING ARTISTS

43

PARTICIPATING ARTISTS BENEFITS

$8.3 MILLION WAS DELIVERED TO ARTISTS IN GROSS BOX OFFICE RETURNS* ALONG WITH OTHER BENEFITS SUCH AS...

ARTIST PASSES

ACCESS TO THE ARTIST CLUB

SUPPORT FROM THE FESTIVAL TEAM

ACCESS TO A HUGE AUDIENCE

THE BUDGIE SMUGGLER

MARKETING AND GENERAL SUPPORT

The Budgie Smuggler is the hottest ticket in town – a late night, artists-only club offering participants cheap eats and drinks, entertainment and a whole lot of dancing – and entry is exclusive to Pass holders. It’s the place to be seen and meet up with fellow artists throughout the 31 nights of Fringe. In 2016 the Budgie had record attendance with 14,630 artists and guests capping their nights off at this exclusive club.

One important artist service that Fringe provides is the Toolbox – an online artist resource where participants can search for info, find out more about different opportunities on offer and ask questions of the community at large. FRINGE WORLD also offers participants a pathway into the massive marketing and publicity plan that surrounds the Festival. In addition to being registered in the guide, website and ticketing system, artists are offered additional opt-in services like extra advertising, poster signage and distribution campaigns.

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

ARTIST PASS

MORE THAN 3,300 ARTISTS PASSES WERE DISTRIBUTED TO ARTISTS. All artists participating in the Festival were eligible to receive an Artist Pass. This gave artists free access into events, discounts at FRINGE WORLD venues and other businesses around Perth, and exclusive entry into the Budgie Smuggler, our FRINGE WORLD Artist Club.

More than 32 local businesses around Perth opted to supply deals and discounts to Artist Pass holders, which had the added bonus of promoting local businesses to the artist network.

ATTENDANCE AT TICKETED EVENTS WITH ARTIST PASS

14,534 FREE ATTENDANCE BY ARTISTS TO TICKETED EVENTS

Based on the 2016 average ticket price

THE EQUATES TO

$441,106 BENEFIT TO ARTISTS THROUGH FREE ATTENDANCE

4.3

That is an average of

TICKETS OR

$130 PER ARTIST

‘‘

THIS WAS MY FIRST FRINGE AS AN ARTIST AND IT WAS AN ABSOLUTE WHIRLWIND OF FUN. I’VE NEVER SPENT SO MANY LATE NIGHTS IN THE CITY JUST ENJOYING THE ATMOSPHERE, THE FRIENDS AND THE ARTS. I MET NEW FRIENDS, CONNECTED WITH OTHER ARTISTS AND HAD ADVENTURES THAT STRETCHED BEYOND WHAT I EVER THOUGHT FRINGE COULD BE.

’’

- Abbey, Roommates: Live from apartment 19 by Sean Wcislo for Top and Tail Theatre Company, 2016 Festival Participant


44 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

PARTICIPATING ARTISTS

45

ARTISTS EXPERIENCE ARTIST PERFORMANCE EXPERIENCE

2015

2016

REASONS FOR PARTICIPATING WHAT WERE YOUR PRIMARY AIMS FOR PARTICIPATING IN FRINGE WORLD 2016?

HOW MANY YEARS HAVE YOU BEEN PERFORMING / PRACTICING AS AN ARTIST OR PRESENTER?

77% 0 - 5 YEARS

LESS: NEW PERFORMERS

27%

5 - 10 YEARS

43%

43%

17%

31%

3%

15%

10+ YEARS

26%

MORE: EXPERIENCED ARTISTS

47%

To develop the performance / project

34%

34%

28%

To make money

Just for fun

To gain access to artistic networks

To access media and promotional networks

To gain access to funding bodies

As a testing ground before taking work to other festivals

To expose the work to a new audience

38%

ARTIST GOALS

2015

2016

WHAT WAS THE SUCCESS RATE IN ACHIEVING YOUR PRIMARY AIMS AT FRINGE WORLD 2016?

2016 ARTISTS THAT HAVE PARTICIPATED IN OTHER FRINGE FESTIVALS BEFORE. 2016 2015

‘‘

FRINGE WORLD IS NOW EASILY ONE OF THE HIGHLIGHTS OF THE PERTH CALENDAR EVERY YEAR. THE FESTIVE ATMOSPHERE, THE WONDERFUL SPACES THAT POP UP, THE INFLUX OF ARTISTS AND WEIRDOS - IT’S ALL BEEN GREAT FOR THIS CITY.

’’

- 2016 Participant Survey Respondent 0

63%

45%

1

2

I did not achieve my primary aims at all

3

4

5

6

7

8

9

10

I definitely achieved my primary aims


46 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

PARTICIPATING ARTISTS

47

ARTISTS OPPORTUNITIES DEVELOPMENT OPPORTUNITIES AT FRINGE WORLD

PERTH PROFILE BOOSTED BY ARTISTS

FRINGE WORLD IS A KEY PLATFORM FOR TOURING ARTISTS TO DEVELOP NEW WORK TO PRESENT AT ADELAIDE, EDINBURGH AND BEYOND. FRINGE WORLD STIMULATES THIS MARKET THROUGH AWARDS AND AFFILIATIONS. The annual Martin Sims Award was in 2016 presented to “The Great Ridolphi”, enabling Perth theatre company The Last Great Hunt to tour their work to an international stage with $10,000 touring support. Now in its second year, The Melbourne Fringe Tour Ready Award brought the hit show “We May Have To Choose” to Perth and in return WA production “Girl in the Woods” will take to the stage in Melbourne this October. International and national festival directors view FRINGE WORLD as a marketplace and a breeding ground where new work is on offer and in 2016, Perth welcomed directors from Brighton Fringe, Prague

77%

OF ARTISTS BELIEVE THE FESTIVAL PROVIDES AN OPPORTUNITY TO SHOWCASE THE WORK OF EMERGING ARTISTS

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

Fringe, Indianapolis Fringe and Theatre Republic in Brisbane. With a strong contingent of Western Australian works making headlines during the Festival, there is much opportunity for our local artists to be profiled and stimulate touring opportunities. FRINGE WORLD is part of the World Fringe Alliance, which continues to promote cultural exchange. Perth again welcomed artists from South Africa’s National Arts Festival program and for the first time an eclectic program of four works from Netherlands’ Parade Festival were presented at FRINGE WORLD, resulting in a win for theatre production “Staggeringly Epic: Ludwig” at the 2016 Awards Ceremony.

OF ARTISTS AGREE THAT FRINGE WORLD IS AN IMPORTANT PRESENTATION PLATFORM FOR THEIR WORK.

78%

95%

87%

OF ARTISTS ARE LIKELY TO RECOMMEND PERTH AS A PLACE TO VISIT.

OF ARTISTS ARE LIKELY TO RECOMMEND FRINGE WORLD TO OTHER ARTISTS.

ARTISTS RATE FRINGE HIGHLY

88%

76%

OF ARTISTS RATE FRINGE WORLD’S QUALITY AS EQUAL OR BETTER THAN OTHER FESTIVALS IN AUSTRALIA.

OF ARTISTS THINK FRINGE WORLD IS EQUAL OR BETTER THAN OTHER FRINGE FESTIVALS AROUND THE WORLD.

61%

OF ARTISTS BELIEVE FRINGE WORLD PROVIDES A PRESENTATION SERVICE THAT IS GOOD VALUE.

‘‘

PERFORMING ‘I OWE MY PARENTS $65,000’ AT FRINGE WORLD 2016 REALLY GAVE ME THE CHANCE TO TEST MY SKILLS AS A PERFORMER AND PUSH MYSELF TO TAKE MY PRACTICE TO THE NEXT LEVEL. THIS OPPORTUNITY HAS HELPED ME GROW AND GIVEN ME INVALUABLE EXPERIENCE IN DEALING WITH A LARGE ORGANISATION SUCH AS FRINGE WORLD, WHICH HAS ALREADY PROVED USEFUL FOR MY PARTICIPATION IN OTHER EVENTS. ’’

- Sylvia Sippl, 2016 FRINGE WORLD Festival Participant


48 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

48 PARTNERSHIP ACTIVITY FRINGE WORLDâ&#x20AC;&#x2122;s corporate partners assist the Festival to deliver significant positive benefits to the Western Australian community. As well as demonstrating good corporate citizenship, Festival partners enrich the audience experience through activations and program support that transform the Festival environments.

Woodside Concierge. Photo by John Marshall.

PARTNERSHIP ACTIVITY

49


50 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

PARTNERSHIP ACTIVITY

PARTNERSHIP ACTIVITY WOODSIDE HOMEGROWN HEROES

LOTTERYWEST SET FOR LIFE EXPERIENCE

Woodside helped Fringe to shine the spotlight on the best in the West: the talented local artists and performers that make our state and city shine! In the open-market platform of FRINGE WORLD, initiatives like this enable the Festival to highlight program areas and encourage Western Australians to show their support for WA talent by enjoying and experiencing Westralian shows.

This pop-up paradise in the Perth Cultural Centre gave visitors a taste of what it would feel like to be Set For Life. The experience also reminded passers-by that Lotterywest supports events like FRINGE WORLD through the sale of lotto products.

Woodside Streetfront. Photo by John Marshall.

Woodside Concierge. Photo by John Marshall.

Lotterywest Set For Life. Photo by Cam Campbell.

NOVA 93.7 PING PONG PARLOUR

CURTIN GARDEN LIBRARY

The Pleasure Garden was the perfect place for this pop-up game. The Ping Pong Parlour was a treat for all ages and a place to hang pre- or post-show.

A chilled out place to enjoy The Pleasure Garden with family and friends, whilst experiencing the sights and sounds of the Festival.

NOVA 93.7 Ping Pong Parlour. Photo by Mel Branson.

Lotterywest Set For Life. Photo by Cam Campbell.

Curtin Garden Library. Photo by Mel Branson.

51


52 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

52 MEDIA AND MARKETING REACH FRINGE WORLDâ&#x20AC;&#x2122;s marketing campaign effectively reaches our huge audience through digital activity across our website, e-news and social media as well as print, radio and outdoor advertising and a massive print collateral campaign. The 2016 media campaign generated a total media value of $7,696,129.34 across print, online, TV, social and radio platforms. The media coverage that was generated reached a cumulative potential audience of 49,936,338.

Sunset Veranda. Photo by Jarrad Seng.

MEDIA AND MARKETING REACH 53


54 FRINGE WORLD FESTIVAL

MEDIA AND MARKETING REACH 55

2016 IMPACT REPORT

MEDIA AND MARKETING REACH MEDIA COVERAGE

2015

2016

WEBSITE TRAFFIC

2015

2016

INCLUDES PRINT, ONLINE, TV, SOCIAL AND RADIO Total Sessions

$5,870,145

$7,696,139

Total Users

Total Page Views

Audience Reach 49,129,169

1,118,402

^ 32.3%

845,329

^ 28.2%

482,887 376,585

^ 17%

6,512,901 5,564,665

58%

Audience Reach 49,936,338*

NEW VISITORS

OUTDOOR ADVERTISING REACH

SOCIAL MEDIA

42%

RETURNING VISITORS

*Because of social media user privacy settings the true audience reach is under reported.

PRINTED PROGRAM

71.5%

250,000 PROGRAMS DISTRIBUTED AROUND PERTH

TOTAL REACH OF

CAMPAIGN REACH OF PERTHâ&#x20AC;&#x2122;S 18+ POPULATION.

787,000

PEOPLE

SAW AN AD AN AVERAGE OF 11.6 TIMES

44%

41%

93%

INCREASE IN EMAIL SUBSCRIBERS

INCREASE IN FACEBOOK FANS

INCREASE IN INSTAGRAM FOLLOWERS

62,000+

38,000+

10,800+

43,000+

27,000+

5,600+


56 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

56 OUTER FRINGE Regional touring and entertaining audiences across the State has been a key feature of FRINGE WORLD since 2011. The 2016 regional tour delivered a delightful Variety Gala to Mullewa and a fun Kids Spectacular to Kalgoorlie, Esperance and Ravensthorpe. Over 600 people enjoyed the shows and almost 50 young people attended workshops with talented FRINGE WORLD artists as part of the Kids Spectacular tour.

FRINGE WORLD Kids Comedy Spectacular Tour - Esperance. Photo by Georgia Foulkes-Taylor.

OUTER FRINGE

57


58 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

OUTER FRINGE

REGIONAL TOURING ‘‘

IT’S GREAT BEING ABLE TO TOUR WITH OTHER ARTISTS, TEST YOUR WORK OUT IN FRONT OF NEW AUDIENCES, AND ALSO TO SEE SOME OF AUSTRALIA OUTSIDE OF THE METRO-BUBBLE THAT WE SO OFTEN LIVE AND WORK IN. ’’

- Bonnie Davies, 2016 Outer Fringe Tour Artist

PLACES WE’VE TOURED FRINGE SHOWS SINCE 2011

BROOME

KARRATHA

MULLEWA GERALDTON

KALGOORLIE NORTHAM

MERREDIN

RAVENSTHORPE BUNBURY

ESPERANCE

DONNYBROOK BRIDGETOWN

ALBANY

FRINGE WORLD Variety Gala - Mullewa. Photo by Georgia Foulkes-Taylor.

59


60 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

60 ROOFTOP MOVIES Thanks to City of Perth Parking the top floor of the multi-storey car park with the best views of the Perth skyline lit up once again with the fourth instalment of Rooftop Movies. This deluxe retro-fit pop-up summer paradise offers punters an outdoor cinema experience thatâ&#x20AC;&#x2122;s become a perennial favourite for Perth visitors and locals alike. The season ran from 29 October 2015 to 19 March 2016 screening movies nightly every Tuesday through to Sunday. All proceeds from the Rooftop Movies season go towards making the FRINGE WORLD Festival happen each year.

Rooftop Movies. Photo by Jarrad Seng.

ROOFTOP MOVIES 61


62 FRINGE WORLD FESTIVAL

ROOFTOP MOVIES 63

2016 IMPACT REPORT

ROOFTOP MOVIES IT IS REGULARLY LISTED BY JOURNALISTS AND ONLINE BLOGS AS ONE OF THE BEST OUTDOOR CINEMAS IN THE WORLD!

113

46

240

FILM EVENTS

SOLD OUT EVENTS

AVERAGE NIGHTLY ATTENDANCE 11%

27,178 97%

64%

INCREASE FROM 2014/15 SEASON

TICKETS SOLD

95%

‘‘ OF THE SURVEYED AUDIENCE PLAN TO ATTEND ROOFTOP MOVIES AGAIN IN THE FUTURE.

OF THE SURVEYED AUDIENCE ALSO ATTENDED A FRINGE WORLD EVENT IN 2016.

WITH BLACK AND WHITE STRIPED DECKCHAIRS AND VINTAGE CARAVANS SERVING SNACKS, IT CONJURES UP AN IRRESISTIBLE AIR

THINK ROOFTOP MOVIES IS UNIQUE IN RELATION TO OTHER VENUES/ EVENTS.

OF RETRO COOL. ’’

- Anna Brech, Stylist.com Rooftop Movies. Photo by Dan Grant.


64 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

64 ECONOMIC IMPACT FRINGE WORLD stimulates local businesses by driving economic movement through visitation to Perth City and Northbridge by new and large markets from across the metropolitan area that would otherwise not be spending within the CBD and surrounds. Thereâ&#x20AC;&#x2122;s also significant spend from the participants who come from intrastate, interstate and overseas to present shows at the Festival.

Staggeringly Epic - LUDWIG. Photo by Leigh Hamilton Photography.

ECONOMIC IMPACT

65


66 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

ECONOMIC IMPACT

ECONOMIC IMPACT ECONOMIC IMPACT

EXPENDITURE BY SUBURB WHERE WAS THE MAJORITY OF YOUR POST/PRE FESTIVAL EXPENDITURE MADE?

THIS EQUALS AN ESTIMATED SPEND OF MORE THAN $70.5 MILLION DOLLARS.

95%

OF CUSTOMERS LIVE IN THE PERTH METRO AREA

OTHER 5.9%

Including pre- and post-event expenditure in restaurants, bars and accommodation. The economic impact of the Festival is also registered through direct spend to produce and present the 159 venues as well as spend by the 1,071 national and international visiting artists and technicians participating in the Festival. Additionally, the indirect effect of FRINGE WORLD on the Perth economy after application of relevant gross value added multiplier, was over $98 million.

SCARBOROUGH 1.4% LEEDERVILLE 1.9% NORTHBRIDGE 57.7%

MIDLAND 1% MT LAWLEY 2% PERTH CBD 26.3%

FREMANTLE 3.4%

BUSINESS IMPACT

85%

68%

57%

83%

75% OF THE AUDIENCE ATE AT A RESTAURANT BEFORE OR AFTER ATTENDING A FRINGE WORLD VENUE.

61%

67% THINK FRINGE WORLD HAS CONTRIBUTED TO MAKING NORTHBRIDGE AND THE PERTH CITY CENTRE A MORE VIBRANT PLACE.

AGREE THAT FRINGE WORLD HAS A SIGNIFICANT POSITIVE IMPACT ON THEIR BUSINESS.

INDICATED THAT THEIR LEVEL OF TRADING INCREASED.

THINK THAT FRINGE WORLD INTRODUCES NORTHBRIDGE TO PEOPLE WHO WOULDN’T NORMALLY VISIT.

AGREE FRINGE WORLD BRINGS NEW CLIENTELE INTO NORTHBRIDGE, WHICH HAS LONG TERM BENEFITS FOR THEIR BUSINESS.

MANDURAH 0.4%

OF THE AUDIENCE HAD A DRINK AT A BAR / NIGHTCLUB / CAFÉ BEFORE OR AFTER ATTENDING A FRINGE WORLD VENUE.

67


68 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

ECONOMIC IMPACT

69

ECONOMIC IMPACT VISITOR GROSS EXPENDITURE

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

This section contains the calculations made in order to estimate the gross expenditure by the Festival’s audience, a key component of the economic impact of FRINGE WORLD Festival.

LOCATION

TOTAL AVERAGE DAILY SPEND

Of the audience surveys collected, the vast majority were completed by visitors who lived in the Perth metropolitan area (95.0%).

City of Perth

$78

Elsewhere in the Perth Metro Area

$78

LOCATION

NUMBER

%

City of Perth

860

14.2%

4,893

80.8%

201

3.3%

Elsewhere in Australia

49

0.8%

Overseas

54

0.9%

Elsewhere in the Perth Metro Area Elsewhere in WA

Elsewhere in WA

$194

Elsewhere in Australia

$166

Overseas

$154

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

NUMBER OF DAYS / NIGHTS ATTENDED DAY VISITORS VS STAYING VISITORS

LOCATION

AVERAGE NUMBER OF DAYS ATTENDED

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

City of Perth

6.9

Elsewhere in the Perth Metro Area

5.3

Elsewhere in WA

3.8

Elsewhere in Australia

9.3

TYPE OF RESPONDENT

%

Day visitors (from City of Perth)

13.9%

Day visitors (from elsewhere in the Perth Metro Area)

79.1%

Day visitors (from outside Perth)

2.3%

Staying visitors (from City of Perth)

0.2%

Staying visitors (from elsewhere in the Perth Metro Area)

2.6%

Staying visitors (from outside Perth)

2.0%

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

Overseas

We are seeing visitors from overseas spending more days / nights visiting FRINGE WORLD Festival venues than ever, averaging 10.9 visits to the Festival during their stay in Perth, up from 8.2 visits last year. Data on the total number of tickets sold overestimates the number of unique visitors, since most attend more than one event, over a range of days. To estimate the number of unique Festival visitors, the gross number of tickets sold plus estimated free attendance were split into different types of visitors (based on location) using the proportions from the audience survey.

10.9

These attendance figures by location type were then divided by the average number of events each type of visitor reported attending in the survey to reach an estimated number of unique visitors of each type. The number of unique visitors by type is shown in the following table, with a total unique visitation of 181,386 for purposes of economic impact analysis. A key step in economic impact calculations is to assess the proportion of expenditure made by visitors that would have been spent in Perth in any case. To account for this, we apply a downwards additionality adjustment to the average $ expenditure per person figures based on statistics derived from survey answers.


70 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

ECONOMIC IMPACT

71

ECONOMIC IMPACT Once gross visitor expenditure had been calculated for the average trip days in each category, it was then multiplied by the unique visitor numbers in each category to reach an estimated total gross visitor spend of just over $60 million, with 77% spent by Perth based day trippers to the Festival. This is nearly 40% higher than 2015â&#x20AC;&#x2122;s figure of $43 million.

ESTIMATED TOTAL GROSS SPEND LOCATION

TOTAL VISITORS

City of Perth

AVERAGE AVERAGE SPEND DAYS PER DAY

ADDITIONALITY ADJUSTMENT

TOTAL SPEND

% OF OVERALL SPEND

6.9

$78

35.1%

$7,109,136

11.8%

150,776

5.3

$78

25.8%

$46,249,452

77.0%

8,589

3.8

$194

25.9%

$4,691,872

7.8%

Elsewhere in Australia

851

9.3

$166

30.0%

$919,642

1.5%

Overseas

817

10.9

$154

19.4%

$1,105,361

1.8%

$60,075,463

100%

Elsewhere in WA

TOTAL

VISITING PERFORMER EXPENDITURE CALCULATIONS LOCATION

20,353

Elsewhere in the Perth Metro Area

Travel expenditure for performers is not included in estimated performer expenditure, since the bulk of this expenditure will be on travel from elsewhere in Australia or from overseas, accruing to airline and travel operators based outside of Perth.

181,386

PERFORMER EXPENDITURE The Festival has made attracting independent visitation by interstate and overseas artists a key priority since inception.

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

From originally having 145 visiting international and interstate performers and production personnel at the 2011 Festival, this number has grown steadily over Festivals to 1071 participating visitors in 2016.

To approximate the expenditure of performers from Perth Metro area, we use the box office payments made to local performers as well as fees paid to Perth artists for contributions to free programs. Since these performers are Perth-based, we have assumed that the bulk of their fees generated through the Festival will end up being spent in the Perth economy. As this revenue has been included in the FRINGE WORLD expenditure figures they are not considered further here.

We have endeavoured to increase average travelling artist season lengths to help ensure they get the most out of their FRINGE WORLD Festival stints. Based on the average stay of 5.6 nights per intrastate participant, 7.9 nights per interstate participant and 9 nights per international participant, visiting Festival participants spent an estimated 8,619 nights in Perth during their stay in 2016. We look at expenditure by four different categories of performers: local performers from within the Perth Metropolitan area, performers from within WA

Based on our participant survey data, we calculate average daily expenditure for intrastate artists at $161, interstate artists at $144 and $143 for international artists. These figures have been checked against those used by Tourism Research Australia (TRA) to calculate tourism expenditure in WA.

TOTAL NIGHTS / DAYS

TOTAL AVERAGE DAILY SPEND

TOTAL EXPENDITURE

Perth

n/a

n/a

n/a

Elsewhere in WA

504

$161

$81,144

Elsewhere in Australia

5,127

$144

$738,288

Overseas

2,988

$143

$427,284

TOTAL VISITING PERFORMER EXPENDITURE

8,619

$1,246,716

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

AMOUNT

Total expenditure on WA artists

$1,437,616

Total expenditure on staff

$5,016,348

Total expenditure on festival office costs

$233,106

Other expenditure related to staging the festival

$2,526,716

TOTAL

$9,213,786

TOTAL GROSS EXPENDITURE Combining the total estimated gross expenditure by visitors and performers at the FRINGE WORLD Festival with the expenditure by Festival organisers (which includes expenditure by Festival management on suppliers, staff and office costs), we reach a total gross expenditure figure of $70,535,965. SOURCE OF EXPENDITURE

OVERALL AMOUNT

Audience

$60,075,463

Performers

$1,246,716

Organisers

$9,213,786

TOTAL GROSS EXPENDITURE

$70,535,965


72 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

ECONOMIC IMPACT

73

ECONOMIC IMPACT VISITOR GROSS EXPENDITURE VS TOTAL GROSS EXPENDITURE

MULTIPLIED TOTAL EXPENDITURE AND FTE JOBS CREATED

Calculated gross expenditure totals for FRINGE WORLD Festival 2016 are nearly 40% higher than last year, with each expenditure component having increased in practically equal measures. Last year’s balance of expenditure sources is maintained this year.

In determining the economic impact of FRINGE WORLD, we measure the knock-on effects of gross expenditure, since part of the money spent in shops, on suppliers, etc. will then be re-spent by those shops and suppliers on other things, and so on.

It is clear that more than ever the major economic impact of the Festival is generated by the audience. In terms of gross expenditure, 85% is accounted for by the audience. The performers contribute 2% of the total with the organisers accounting for the remaining 13% ($9.2m). TOTAL 2015 SPEND

% OF OVERALL SPEND

TOTAL 2016 SPEND

% OF OVERALL SPEND

$37,819,710

88%

$53,358,588

89%

Elsewhere in WA

$3,613,963

8%

$4,691,872

8%

Elsewhere in Australia

$1,064,709

2%

$919,642

2%

$575,716

1%

$1,105,361

2%

TOTAL VISITOR EXPENDITURE

$43,074,098

84%

$60,075,463

85%

TOTAL GROSS EXPENDITURE

$51,002,924

TYPE OF RESPONDENT City of Perth + Perth Metropolitan Area

Overseas

$70,535,965

We therefore apply a Gross Value Added multiplier of 1.39, taken from Multipliers for Culture-related Industries by the National Centre for Culture and Recreation Statistics of the Australian Bureau of Statistics (ABS)1. This takes the total multiplied expenditure to $98,044,991. The individual multiplied figures are reproduced below.

SOURCE OF EXPENDITURE INCLUDING GROSS VALUE MULTIPLIER EFFECT

TOTAL 2015 SPEND

% OF OVERALL SPEND

TOTAL 2016 SPEND

% OF OVERALL SPEND

$52,569,397

78%

$74,168,437

75%

Elsewhere in WA

$5,023,409

7%

$6,521,702

7%

Elsewhere in Australia

$1,479,946

2%

$1,278,302

1%

$800,245

1%

$1,536,452

2%

PERFORMERS

$1,020,816

2%

$1,732,935

2%

ORGANISERS

$6,908,009

10%

$12,807,163

13%

City of Perth + Perth Metropolitan Area

Overseas

TOTAL GROSS EXPENDITURE INCLUDING MULTIPLIER

$67,801,822

These figures of $98m and 2,157 FTE jobs represent over a 38% increase compared to 2015’s totals of $70.9m and 1,560 FTE jobs generated in WA.

MULTIPLIED TOTAL EXPENDITURE SOURCE OF EXPENDITURE

COMPARISON OF VISITOR GROSS EXPENDITURE WITH MULTIPLIER AS A PROPORTION OF TOTAL GROSS EXPENDITURE 2015 V 2016

We also apply a Full-Time Equivalent (FTE) employment multiplier of 22 jobs per $1m spent per annum to the Total Gross Expenditure figure with multiplier (again in keeping with ABS standards), to convert this expenditure into jobs created by the spending associated with FRINGE WORLD.

TOTAL GROSS EXPENDITURE

TOTAL GROSS VALUE ADDED (WITH MULTIPLER)

Audience

$60,075,463

$83,504,893

Performers

$1,246,716

$1,732,935

Organisers

$9,213,786

$12,807,163

$70,535,965

$98,044,991

TOTAL

FTE JOBS FROM GROSS EXPENDITURE

2,157

INTRASTATE, INTERSTATE AND OVERSEAS VISITOR GROSS & MULTIPLIED EXPENDITURE Extracting the exclusive economic impact of visitors, both participant and audience, to FRINGE WORLD from elsewhere in WA, interstate and overseas is noteworthy when considering ‘new’ visitation to the Perth metropolitan area, rather than total visitation to the City of Perth through the FRINGE WORLD Festival. Last year’s figure was $3,040,775 (or $4,226,677 with multiplier)

$98,044,991

1. Cultural Ministers Council: Cultural Data Online, ‘Multipliers for culture-related industries’, http://culturaldata.arts.gov.au/publications/statistics_working_group/other/multipliers_for_culture-related_ industries, 23 June 2011


74 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

ECONOMIC IMPACT

75

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

EFFECT ON WA ECONOMY PER DOLLAR INVESTED

TOTAL UNIQUE VISITORS

AVERAGE DAYS

AVERAGE SPEND PER DAY

TOTAL SPEND

Intrastate Audience

8,589

3.8

$194

$6,331,811

Interstate Audience

851

9.3

$166

$1,313,774

Overseas Audience

817

10.9

$154

$1,371,416

Intrastate Artist

90

5.6

$161

$81,144

Interstate Artist

649

7.9

$144

$738,302

Overseas Artist

332

9.0

$143

$427,284

TOTAL

11,328

$10,263,731

1.39

$14,266,586

MULTIPLIED TOTAL

SPEND IN PERTH PER DOLLAR INVESTED BY STATE FIGURE / RATION

AMOUNT

Total IIO Visitor Expenditure (IIOV)

$14,266,586

Total Gross Expenditure (TGE)

$70,535,965

Total Gross Value Added (TGVA)

$98,044,991

Investment WA government (state and local)

$1,315,525

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

$10.84

Gross amount spent (TGE) per $1 invested

$53.62

Gross revenue generated (TVA) per $1 invested

$74.53

RETURN ON INVESTMENT FROM FRINGE WORLD In terms of FRINGE WORLD as an investment, the following shows the Total Gross Expenditure and (multiplied) Gross Value Added for each dollar of investment by WA government (state and local), equating to a ratio of 1:74.5, a considerable increase in 2015’s ratio of 1:51.7.

FIGURE / RATION

AMOUNT

Total Gross Expenditure (TGE)

$70,535,965

Total Gross Value Added (TVA)

$98,044,991

Investment by WA government (state and local)

$1,315,525

Gross amount spent (TGE) per $1 invested

$53.62

Gross revenue generated (TVA) per $1 invested

$74.53

ECONOMIC IMPACT CONCLUSION The economic impact of FRINGE WORLD activity within the City of Perth as well as the broader Perth and Western Australian economy is interesting to consider, as too the ‘return on investment’ related to the cumulative contribution from various State Government agencies. It is important of course not to perceive the value of the enterprise solely in economic terms however. Ultimately, FRINGE WORLD’s positive impact generates short and long term benefit for the people of Western Australia in terms that are complementary to those of the economic rationalist.

FRINGE WORLD has proved itself to be a cultural enterprise that is successful in a business sense, savvy in its market stimulation and driven by an entrepreneurial spirit. The most important ongoing legacy of its activity will not be headline contribution to the economy however, but rather the continual improvement of the cultural life of WA and continual increase in the attractiveness of Perth and WA to tourists from interstate and overseas.


76 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

How to be a Rock Star. Photo by Jarrad Seng.

ECONOMIC IMPACT

77


78 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

REPORT METHODOLOGY

REPORT METHODOLOGY The primary source of evidence supporting the findings of this Impact Report are derived from public and participant surveys including: • The 2016 public attendee survey (conducted online between 25 February to 2 March) that received 6,057 responses; • The 2016 online participant survey that received 256 responses from participating artists; • The 2016 online local business survey (conducted with a target proportion of businesses located near FRINGE WORLD activity in Northbridge) that received 53 responses; and • The 2016 online staff survey that received 250 responses from volunteers and paid Festival staff.

ATTENDANCE CALCULATIONS The reported figure for attendance at ticketed events in 2016 is 349,841. This is comprised of: • 298,580 tickets processed through the FRINGE WORLD ticket system; • 37,719 tickets purchased on the door at Festival venues including Artist Pass entries; and • 13,542 purchased through other ticketing systems (such as for shows at the State Theatre Centre and Gold Digger).

figure of 660,000+. This figure includes attendance at ticketed events, attendance at free programs, attendance at Festival partnership activations, and Festival goers enjoying The Pleasure Garden and the Festival areas of the Perth Cultural Centre (drinking at the bars, wandering through, enjoying free performances within the hubs). There were 48 individual free Fringe programs and events, including the Chinese New Year’s Fair, Life’s a Beach, FRINGE WORLD Mermaids, Perth Cultural Centre screen, visual arts exhibitions, partnership activations and nightly free programs throughout the Perth Cultural Centre and The Pleasure Garden. Free program attendance is estimated for all relevant programs and events utilising daily site or door staff reportage sheets. The reported figure of 989,000+ total attendance is at the conservative lower end of the projected 989,675 – 1,032,396 range.

The reported figure of 349,841 attendance at ticketed events is a 35% increase on FRINGE WORLD 2015 reported figures of 258,438. The reported figure for total Festival attendance in 2016 is 989,000+, an increase of just under 50% on 2015’s

Yeti’s Demon Dive Bar. Photo by Ross Thomson.

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80 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

80 FRINGE WORLD FUTURE When it comes to audience development, community engagement, public access and live performance industry development in Perth, FRINGE WORLD has been an unquestionable game-changer. The Festival is produced by ARTRAGE Inc, a Not-For-Profit cultural organisation and charity that has been at the forefront of enriching and evolving the creative arts and culture of WA since 1983. The impact of the organisationâ&#x20AC;&#x2122;s work has been particularly notable since FRINGE WORLD was launched and rapidly grown over five years, shifting the way the Perth population engages with the arts. As the recent Business News analysis of WA arts organisations reproduced overleaf indicates, this success has been built on a market driven model that in terms of annual ticket sales and independent earned revenue, is the best performing arts organisation in the state.

FRINGE WORLD in the Urban Orchard, Perth Cultural Centre. Photo by Cam Campbell.

FRINGE WORLD FUTURE

81


FRINGE WORLD FUTURE

82

83 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

FRINGE WORLD FUTURE ‘‘

MUSEUMS, THEATRE COMPANIES AND CULTURAL FESTIVALS ARE NOT SET UP TO MAKE A PROFIT,

BUT IT CERTAINLY HELPS IF THEY CAN BRING IN DOLLARS TO HELP PAY THE BILLS. THE ABILITY OF

ARTRAGE & FRINGE WORLD FUNDING MIX 2016

WESTERN AUSTRALIA’S MAJOR ARTS GROUPS TO DO THAT IS REMARKABLY VARIED. BUSINESS NEWS

6%

HAS DELVED INTO THE FINANCIAL REPORTS OF ARTS AND CULTURE GROUPS IN WA TO CHECK ON

$1,240,525 State Funding

FESTIVAL. ARTRAGE HAD TOTAL INCOME LAST YEAR [2015] OF $15.7 MILLION, AND MORE THAN 80

$2,209,690 Sponsorship

THEIR HEALTH... THE STANDOUT PERFORMER IS ARTRAGE, WHICH RUNS THE ANNUAL FRINGE WORLD

11%

PER CENT CAME FROM ITS OWN TRADING ACTIVITIES (SEE GRAPHIC). ITS TRADING INCOME, OF $12.8

83%

MILLION, WAS MORE THAN DOUBLE THE AMOUNT EARNED BY THE PERTH INTERNATIONAL ARTS

$16,584,202 Earned Revenue

FESTIVAL ($5.8 MILLION). AS A RESULT, ARTRAGE MAKES A VERY MODEST CALL ON TAXPAYER DOLLARS EACH YEAR... THIS IS JUST ONE PERFORMANCE METRIC – A FULL ANALYSIS NEEDS TO CONSIDER

FACTORS SUCH AS COMMUNITY ENGAGEMENT, PUBLIC EDUCATION AND ARTIST DEVELOPMENT. - Mark Beyer. Editor. Business News. June 2016

Business News, Arts Dollars Flow to the Fringe. 7 June 2016

’’

$20,034,417 Total Turnover

As is highlighted in the Business News analysis illustrated on the right, ARTRAGE and FRINGE WORLD make a relatively small amount of state funding investment deliver very large returns. Any impression that the enterprise generates great profit needs to be moderated however. The organisation is Not-for-Profit and budgets to deliver the best possible value and return to artists as well as experience to audience members. As such the activity breaks even and without adequate core funding commitment for the future, it is not an enterprise that is assured sustainable continuation.

This is captured in the funding mix breakdown for 2016 illustrated above which also captures the leap in ticket sales growth that occurred for the Fringe this year alongside the significant value of corporate, brand and service sponsorships that assist in making the Fringe possible. There is hope that both funding and sponsorship levels will grow to meet the needs of the Fringe in the short and long term as FRINGE WORLD enters its next five year cycle, a period of maturation where gearing for the longevity of the Fringe is a necessity.

The current economic, political and associated funding landscape is in a state of some uncertainty. Thankfully FRINGE WORLD has not relied on federal funding over its history and has not been directly affected by the dramatic changes that have occurred in federal arts funding over the last two years.

2017 will not see a similar jump in sales as has been experienced in previous years as FRINGE WORLD puts some considered measures in place to maintain rather than grow the scale and reach of the festival, which is now the third largest Fringe in the world.

FRINGE WORLD has historically received state funding support from Lotterywest, the Department of Culture and the Arts and the Metropolitan Redevelopment Authority and some civic support from the City of Perth and City of Perth Parking.

These measures are designed to avoid market saturation, ensure the best chances of success for all participants and maintain levels of critical mass and dynamism across all key precincts and venue networks that the Fringe engages with, activates and enlivens.


84 FRINGE WORLD FESTIVAL

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FRINGE WORLD AWARDS

2016 FRINGE WORLD AWARDS MARTIN SIMS AWARD

COMEDY AWARD

INDEPENDENT PROGRAM AWARD

THEATRE AWARD

PRESENTED BY FRINGE WORLD

PRESENTED BY LITTLE CREATURES

PRESENTED BY RTR FM

PRESENTED BY 720 ABC PERTH

WINNER: The Great Ridolphi

WINNER: Paul Culliver - The Honeypot

WINNER: The Blue Room Summer Nights BEST NEW PROGRAM: The Flaming Locomotive

WINNER (JOINT): Staggeringly Epic – LUDWIG and Piece for Person and Ghetto Blaster By Nicola Gunn

CABARET AWARD

PRESENTED BY HOWLING WOLVES MARGARET RIVER WINNER: LIMBO

FIRST RUNNER UP (JOINT): A Little Less Conversation 2 and Tom Ballard - The World Keeps Happening WA WINNER AND SECOND RUNNER UP: Sami Shah – Islamofarcist

INDEPENDENT VENUE AWARD

PRESENTED BY RTR FM

WINNER: Noodle Palace BEST NEW VENUE: Funtavia

FIRST RUNNER UP: This Boy’s in Love SECOND RUNNER UP (JOINT): Skinny Dip at Scarborough Beach and These things Take Wine

PRESENTED BY BDO

WA WINNER: Wine Perth Cabaret Collective: Blues in the Night

WINNER: Awkward Con-nections

PRESENTED BY MELBOURNE FRINGE

WA WINNER: Brainchild

WINNER: Girl in the Wood

CHILDREN’S EVENT AWARD

PRESENTED BY DISCUS DIGITAL PRINT

DANCE & PHYSICAL THEATRE AWARD

FILM & MULTIMEDIA AWARD

MELBOURNE TOUR READY AWARD

MUSIC & MUSICALS AWARD

FIRST RUNNER UP: 17 BORDER CROSSINGS SECOND RUNNER UP: We didn’t come to hell for the croissants WA WINNER: Dr. Felicity Rickshaw’s Celebrity Sex Party

THE WEST AUSTRALIAN ARTS EDITOR AWARD PRESENTED BY THE WEST AUSTRALIAN WINNER: 17 BORDER CROSSINGS WA WINNER: The Great Ridolphi

WINNER: The Road That Wasn’t There

PRESENTED BY CURTIN UNIVERSITY

PRESENTED BY NOVA 93.7

FIRST RUNNER UP: Aaaand Now for…Kiddo Kaos! SECOND RUNNER UP: Arrr we there yet?

WINNER: THIS IS ROCK! Decline of Western Civilization Pt 1, 2 and 3 and THIS IS ROCK! We are Twisted Fucking Sister

WINNER: Dirty Blues: The Sinning Edition

PRESENTED BY BROOKFIELD

FIRST RUNNER UP: The Point of Light SECOND RUNNER UP: Tubular Bells for Two

WINNER: Cristina de Middel, The Afronauts

WA WINNER: Famous Sharron: Make Your Own Adventures

CIRCUS AWARD

FREE & COMMUNITY EVENT AWARD

PRESENTED BY LOTTERYWEST

PRESENTED BY APN OUTDOOR

WINNER: Streetside

WINNER (JOINT): That Man Indoors ! and Undertone

FIRST RUNNER UP (JOINT): Chinese New Year Fair Day and Pride Fairday

WA WINNER: She Dances

THE INAUGURAL BLAZ AWARD WINNER: Chris Isaacs

SPIRIT OF THE FRINGE AWARD

PRESENTED BY THE METROPOLITAN REDEVELOPMENT AUTHORITY WINNER: Frank Moloney

VISUAL ARTS AWARD

FIRST RUNNER UP: We’re not dead yet SECOND RUNNER UP (JOINT): Hairy Maclary and Chromatic Alchemy

WA EMERGING ARTIST AWARD

PRESENTED BY WOODSIDE

WA WINNER: Rorschach Beast for Girl in the Wood

85


86 FRINGE WORLD FESTIVAL

2016 IMPACT REPORT

FRINGE WORLD PARTNERS

FRINGE WORLD TEAM The 2016 FRINGE WORLD Festival was created by 3,381 participating artists, 649 paid FRINGE WORLD staff (casual, permanent or full time) and 531 volunteers. This does not include staff and volunteers working at the many independent venues and hubs across the Festival such as Noodle Palace, Sunset Verandah, The Blue Room and Freo Royale or staff employed by key contractors working on the Festival. FRINGE WORLD is produced by ARTRAGE Inc. a Not-For-Profit cultural organisation and charity that has been at the forefront of evolving the culture of Perth and WA since 1983.

ARTRAGE BOARD HON CHAIRPERSON HON VICE CHAIRPERSON HON TREASURER HON SECRETARY BOARD MEMBERS

CO-OPTED BOARD MEMBERS

Anthony Robinson Lindsay Oâ&#x20AC;&#x2122;Sullivan Michele Reis Rebecca Lee John Goodlad Kyle Jeavons Saffron Solomon Michael Tucak Ahmad Abas Bonnie Davies

EXECUTIVE CHIEF EXECUTIVE FESTIVAL DIRECTOR BUSINESS DIRECTOR MARKETING DIRECTOR

Marcus Canning Amber Hasler Kenny Lye Joanna Hos

PROGRAMMING PROGRAM MANAGER PRODUCER: MUSEUM GARDENS PRODUCER: PERTH CULTRUAL CENTRE PRODUCER: THE PLEASURE GARDEN PRODUCER: VENUES REGIONAL TOUR COORDINATOR

Jessica Darlow Alice Farley Toshi Burvill Sarah Weber Kylie Brown Georgia Foulkes-Taylor

PARTNERS OPERATIONS OPERATIONS MANAGER FOH COORDINATOR NEIGHBOURHOOD LIASON FRINGE WORLD FAIRGROUND MANAGER

Nadia Levy Sam Zimmer Charlotte Cooper-Dixon Monique Wajon

PROD AND TECH PRODUCTION MANAGER WORKSHOP PRODUCTION COORDINATOR LOGISTICS PRODUCTION COORDINATOR TECHNICAL MANAGER TECHNICAL COORDINATOR TECHNICAL SUPERVISOR

Katie Dixon Ben Kontoolas Bec Cooen Gareth Simmonds Sarah Sebastian Jesse Francis

MARKETING SENIOR MARKETING COORDINATOR MARKETING COORDINATOR MARKETING ASSISTANT MARKETING INTERN

BOX OFFICE BOX OFFICE & TICKETING MANAGER SENIOR BOX OFFICE COORDINATOR BOX OFFICE COORDINATOR

TICKETING ASSISTANT

Amir Barber-Skwarko Tiffany Creasey Bec Nguyen Eloise De Jong Joshua Barrett Matt Staunton Laura Black

PARTNERSHIPS PARTNERSHIPS MANAGER PARTNERSHIPS COORDINATOR

Alexa Woldan Elizabeth Walker

BRAND

PUBLICITY IT CONSULTANT VIDEOGRAPHER WEBSITE BUILD TICKETING

ADMINISTRATION SENIOR ADMINISTRATION COORDINATOR ACCOUNTS COORDINATOR ADMINISTRATION COORDINATOR

Lindsay Mulcahy Shashi Settinayake Brianna Wotzko Grace Maguire

Mel Jasa Pia Fruin Joshua Allen Indi Ranson Natalie Eastwell

BAR SERVICES DIRECTOR MANAGER

Studio Papa Marcus Taylor Ben Hagley Buzz Marketing Sian Collins John Patterson Dominic Pearce Studio Robot Jessee Lee Johns 3DR Resourcing Derek Lavine Independent Events Marcus Sarich Shiloh Perry

D I G I TA L P R I N T

87


‘‘

IN JANUARY PERTH REVEALS ITSELF TO BE A VERITABLE HOTBED OF CULTURE AND ARTS. THIS IS MOST APPARENT WITH THE PERTH FRINGE WORLD FESTIVAL, WHICH FLUNG OPEN ITS GATES IN JANUARY. EVERY NIGHT THRONGS ARE FLOCKING TO FRINGE GARDENS TO DRINK IN THE ATMOSPHERE AND I’M NOT COMPLAINING. ’’ - Charles Bogle, Elizabeth Quay: Perth is coming of age and life here has never been better, The Age / Fairfax Media, 1 February 2016

FRINGE WORLD FAIRGROUND and PIAF’s Chevron Festival Gardens during the opening season of Elizabeth Quay. Photo by Cam Campbell.

FRINGE WORLD Festival 2016 Impact Report  

FRINGE WORLD is one of the fastest growing events in the Southern Hemisphere and the largest annual event in Western Australia. This annual...

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