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2020

IMPACT REPORT


ARTRAGE TEAM CORE TEAM

SEASON TEAM

ARTRAGE BOARD Chairperson Vice-Chairperson Vice-Chairperson Hon Treasurer Hon Secretary Board Members

Anthony Robinson Lindsay O’Sullivan Kyle Jeavons Ezra Hefter Gabrielle Vitali Howard Cearns Saffron Solomon Megan Anwyl Renee Wingfield

MARKETING & PARTNERSHIPS Fringefeed Editor Partnerships Coordinator Festival Marketing Coordinator

ARTRAGE EXECUTIVE Chief Executive Festival Director Marketing Director Business Director

Sharon Burgess Amber Hasler Joanna Hos Amy Riley

MARKETING & PARTNERSHIPS Marketing Manager Partnerships Manager Marketing Coordinator Graphic Designer

Mel Jasa Indi Ranson Dana Nguyen Khazia Wong

PROGRAMMING Program Manager Producer Participant Services Producer

Ruth Morris Justin Marshman Alyssia Boyer

PRODUCTION Production Manager Production Coordinator

Katie Anne Dixon Lucas Staples

OPERATIONS Operations Manager

Daniel Bruce

BOX OFFICE & TICKETING Ticketing Manager Senior Box Office Coordinator

Tiffany Creasey Cheryl Mizzi

ADMINISTRATION & FINANCE IT & Systems Manager Finance Coordinator IT & Systems Coordinator Administration Coordinator

Amir Barber-Skwarko Melanie Jones Adam Dance Kiera Owen

CINEMAS Cinema Producer

Courtney Meagher

Julian Wright Angie Alle Bruna Aguiar

PROGRAMMING Hub Producers Kylie Baker, Belinda Gerard, Bruce Kerr, Julia Martini & Josh Wilkin. BOX OFFICE & TICKETING Box Office Coordinators Madeline Clouston & Katie Palmer. Ticketing Assistant

Hayley Rankin

OPERATIONS & FRONT OF HOUSE Front of House Manager Operations Assistant

Flick Gourley Clare Masolin

Sian Sugars,

PRODUCTION & TECHNICAL Logistics Production Coordinator Bec Cooen Design & Construction Coordinator Maisie Cottingham HQ Facilities Coordinator Jessica Latham Site Managers Kieran Diamond, Sarah Keates, Kevin Bolt, Caleb Beal, Lewis McLeod, Natalie Oakes, Neil Dezell & Nick Cates. Technical Manager Simon Cook Technical Coordinator Meredith Rehburg Technical Site Supervisors David Tiernan, Will Richards, Alma Sua Lindenhovius, Barbra Egervary, Jonny Duncan & Feather Lune. ADMINISTRATION Festival IT Coordinators Nic van Essen & Samuel Keddie Festival Administration Coordinator Elise Hiatt Customer Service Administrators Rosie Oldham Juliana Auriemma & Paris Fields. CINEMAS Rooftop Movies Coordinator

Casey Offer

BAR OPERATIONS SECURITY PUBLICITY BRAND WEB, DIGITAL REGISTRATION SYSTEM TICKETING SYSTEM IT

Bar Pop NPB Security Buzz Marketing Studio Papa Katalyst Interactive, Equilibrium AVR VIA by Red61 Deltaworks


CONTENTS CEO Welcome

04

2020 At A Glance

08

Wins & Learnings

10

2020 Financial Breakdown

12

Audience Profile

14

Cultural Outcomes

26

Social Outcomes

30

Par ticipating Ar tists

40

Par tnership Activity

54

Media + Marketing Reach

62

Outer Fringe

68

Rooftop Movies

72

Girls School Cinema

78

Economic Impact

84

FRINGE WORLD Awards

96

Repor t Methodology

101

2020 Par tners

102

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. Bushfire Relief Event. Photo by Michelle Ranson.


ARTRAGE INC

2020 IMPACT REPORT

CEO WEL COM E Welcome to the first Impact Report for the not-for-profit registered charity ARTRAGE Inc, and my first report as CEO of this valued cultural organisation. This Report provides insights from the more than 6,000 survey responses across the audiences of Rooftop Movies, Girls School Cinema and FRINGE WORLD Festival, which is the main activity presented by ARTRAGE. Particular highlights from my first twelve months with ARTRAGE include launching the new Fringe hub at Girls School in East Perth, enjoying incredible movies at the stunning Rooftop Movies location in Northbridge and working alongside the ARTRAGE team to deliver audience growth programs including user experience improvements to our Fringefeed reviews platform and developing an incredible new FRINGE WORLD App, to be launched in November 2020. For over thirty years, ARTRAGE has developed and presented numerous key cultural events and festivals that enrich and evolve the culture of Western Australia, including most recently; Rooftop Movies (est. 2012), Girls School (est. 2018) and FRINGE WORLD Festival (est. 2011). The organisation has ambitions for more year-round activity that will support our overarching vision and provide further performance opportunities for artists’ work to be enjoyed by the WA community and visitors alike. Based on an 18/19 Annual Report analysis conducted by Business News[1]; in the State arts and cultural landscape ARTRAGE currently ranks 1st for operating revenue and 2nd for total patron engagement (behind the State Library). FRINGE WORLD is the largest activity that ARTRAGE presents, and the annual Festival is recognised as the third-largest Fringe in the world. The 2020 Festival played host to more than 700 events at over 150 venues spread across Perth City and other metropolitan suburbs and regional towns in WA. Attendance at ticketed and non-ticketed events

4

topped 820,000 and box office payments to artists and arts companies totalled $9.4 million. FRINGE WORLD is one of the largest avenues through which Western Australians actively participate in the cultural life of the state, and it is the primary way that ARTRAGE contributes to our community cohesion, arts engagement, city vibrancy and civic pride. Turnover was somewhat down for the Festival compared with the previous year, primarily due to a number of major show cancellations late in the season, however a positive outcome across the entire program was more affordable tickets for customers. FRINGE WORLD is an expensive Festival to present, and risks/incidents such as show cancellations reinforce ARTRAGE’s focus on expanding year-round programs beyond our existing two cinemas to increase our financial buffer. COVID-19 has had an impact on ARTRAGE through reduced income from season-shortenings of our cinemas, but the greatest impact has been felt by our artists who have had incomes decimated as a result of the quarantine restrictions. Our artists are at the heart of all our decisions, and particularly our WA artists as FRINGE WORLD continues to be their largest annual performance platform in the state with 72% of our artists hailing from WA. For this reason our scope of the 2021 Festival is centred on giving back to artists and venues however we can, including removing fees where possible, sharing risk and increasing flexibility to register in these uncertain times. The good news is that, thanks to the reserves that ARTRAGE has built over the years, coupled with cost-cutting and support from JobKeeper and the Lotterywest COVID-19 Relief Fund, we have been able to maintain operations, and to develop our plan for the 2021 Festival.


CEO WELCOME

With ARTRAGE only producing two Festival hubs in 2021 (down from five in 2020), the reduced hub footprint will mean more customer attention towards other venues in the program, many of which are year-round businesses that have had a tough few months. I wish that my time over the last few months was spent implementing new Festival initiatives around audience diversity and growing our reach. However, despite the heartache of COVID-19, I am grateful to work for an organisation that presents an essential part of our community’s summer calendar, and now more than ever, our community needs the Festival as a light at the end of the tunnel following the depression of COVID-19. 2021 will be the Festival’s 10th birthday and we are looking forward to celebrating with the whole community and for FRINGE WORLD to be a key stimulator for the revival of WA. Support from our partners is more important than ever before, and for those that are reading this I hope you find the following pages heartening as you see how your support has enabled us to bring joy to hundreds of thousands of audience members, provide jobs for thousands of workers, stimulate the local economy, attract tourists and provide a platform for our incredible artists to share their stories.

I’ve been impressed by the collaborative approach that the people of this city take and would like to acknowledge the support of a number of stakeholders including the Western Australian State Government, led by Premier Mark McGowan. Their response to the emergence of COVID-19 was second to none and has made me so proud and thankful to be living in WA. In addition to Premier McGowan I would like to make special mention and extend my personal thanks to Ministers Templeman, Papalia and Saffioti, Shelagh Magadza at the Chamber of Arts and Culture, Lotterywest CEO Susan Hunt, Tabitha McMullan at the City of Perth, the team at Perth Festival and all of ARTRAGE’s Partners who have all contributed to making my inaugural year an enjoyable one. For information regarding the Report Methodology that underpins the results of this report, refer to Page 101.

Thank you,

1

OUR PURPOSE To enrich and evolve the culture of Western Australia.

Sharon Burgess ARTRAGE CEO

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

OUR VISION To embed ARTRAGE events in the hearts and minds of all Western Australians.

OUR CORE VALUES

OUR MISSION

We mainstream Fringe culture.

To provide enduring benefits

We surprise & delight. Our success is defined by the success of our artists. We make Perth better.

for artists, audiences and a diverse family of stakeholders through presenting events with global appeal.

55


SouthSide Summer. Photo by William Davenport.


ARTRAGE INC

2020 IMPACT REPORT

2020 at a glance 829,570 ATTENDANCE AT FREE & TICKETED EVENTS

414,081 ATTENDANCE AT TICKETED EVENTS

$100,624,315 ECONOMIC IMPACT

$18,810,236 INTRASTATE, INTERSTATE & OVERSEAS VISITOR EXPENDITURE

6,765

INDIVIDUAL PERFORMANCES

722 $10,939,645 SPENT AT THE BOX OFFICE

EVENTS

156 VENUES

8


2020 AT A GLANCE

2021

53%

$28

2,214

34,228

98%

AVERAGE ATTENDANCE AT TICKETED EVENTS

AVERAGE TICKET PRICE

ESTIMATED FTE JOBS CREATED

ESTIMATED VISITOR BED NIGHTS

OF THE SURVEYED AUDIENCE PLAN TO ATTEND IN 2021

ARTIST ORIGINS

3,279 ARTISTS

Event Genre Split

72%

WA

13%

15%

INTERNATIONAL

INTERSTATE

96% OF ARTISTS WOULD RECOMMEND PERTH AS A PLACE TO VISIT

37% Comedy • 13% Cabaret • 13% Theatre • 13% Music + Musicals • 9% Children's Events • 5% Free + Community • 4% Circus • 3% Dance + Physical Theatre • 2% Street Performance + Busker • 2% Visual Arts • 1% Film + Multimedia

1,805,922

$9,121,177

WORTH OF MEDIA COVERAGE

WEBSITE SESSIONS | 3.10.19-16.2.20

+24%

+13%

+12%

118k+

61k+

26k+

EMAIL SUBSCRIBERS

FACEBOOK FANS

INSTA FOLLOWERS

29,666

$529,793

TOTAL TICKETED cinema attendance

Total cinema Box Office income

99


ARTRAGE INC

2020 IMPACT REPORT

WINS & LEARNINGS ARTRAGE takes a consistent and incremental approach to improving the projects and services that we deliver. The following are some of the key wins and learnings that our team has identified from the 2020 Festival.

Cashless hubs

Sustainability PLAN

A five year Access & Inclusion Plan

All ARTRAGE managed

Five year Sustainability Action

was implemented with 60 actions

FRINGE WORLD Festival

Plan for the Festival was

across seven objectives to improve

Hubs were successfully

implemented to reduce the

accessibility and overall inclusivity

made cashless.

Fringe’s environmental impact.

Access & Inclusion Plan

across all ARTRAGE activities.

Bushfire campaign

Companion Card tickets

E-ticketing Roll OUT

FRINGE WORLD directly

The new hub

Website functionality

E-ticketing was

donated and supported

presented by ARTRAGE

for accessible

successfully rolled

artist and customer

at Girls School was the

bookings improved.

out at all ARTRAGE

fundraising efforts to

second-largest hub in

Companion Card (CC)

managed FRINGE

achieve $42,540.06 that

the Festival, featuring

holders were able

WORLD Festival

was donated towards

eight performance

to book CC tickets

Hubs in addition to

multiple charities

spaces and 61 shows.

online resulting in an

two independent

supporting the East

87% increase in CC

venues.

Coast fires.

tickets booked.

COLOUR SCALE INDICATES LEVEL OF ACHIEVEMENT

10

Girls School NEW hub

Requires Attention

Mostly ACHIEVED

ACHIEVED with Annual improvements


WINS & LEARNINGS

Fringefeed website updates

Fringey Offers

New customer review

promotional campaign

system with emojis

that allowed for City

All Kleenheat customers

was introduced to

of Perth businesses to

were offered $5 Gift

increase customer

connect with Fringe

Vouchers as part of this

engagement with

customers.

new Fringe customer

Business-to-customer

shows.

Tourism WA-supported marketing campaign Sponsorship from Tourism WA enabled the Festival to deliver a digital marketing campaign targeted towards Singaporean millennials. The campaign achieved a social reach of 1.5 million and a media campaign value of almost $400,000.

Event fees Ticketing fees for lower priced show

Gift Voucher giveaway with Kleenheat

engagement campaign.

Fringe world website updates

introduced for one-night-only events.

FRINGE WORLD R&D Supported by Lotterywest New artist development program

recommendations feature in

Six events from the program premiered

addition to Fringefeed critic

at Girls School and in total received

review integration into the site.

three FRINGE WORLD Awards.

Perth Festival collaboration was delivered in consultation with the

and discounted registration fees were

tickets available throughout the Festival.

delivered with support from Lotterywest.

Marketing campaign with special offers

better reflect a venue’s size, and new

WORLD Friends through Friends Frenzy discounted

New sales features

a more sustainable model for events.

restructured to enable discounts that

Extended value for FRINGE

were added, including a

tickets were reduced in order to provide

Venue registration fees were

Friends Frenzy tickets

Festival Passes & Artist Support Tickets

Australian Hotels Association (AHA)

New two-tier Pass Scheme

to a range of Perth City hotels to

was implemented to allow

encourage attendance at both FRINGE

participants to receive

WORLD and Perth Festival.

benefits and create a greater

Industry engagement program

New Artist Support Ticket at

trial was delivered to facilitate arts

Artist safeguards and speedier

industry engagement with shows, with

settlement processes were introduced.

more than 76 registered delegates.

economic return for artists. $10 per ticket enabled artists to support each other.

1111


ARTRAGE INC

2020 IMPACT REPORT

2020 ARTRAGE FINANCIAL BREAKDOWN 74.9%

TOTAL 2020 INCOME

$24

12.4%

MILLION

6.2%

5.3%

1%

0.2%

Sales Revenue

In-kind Sponsorship

State Funding

Cash Sponsorship

Federal COVID Relief Funding

Donations

$17,984,760

$2,978,606

$1,480,000

$1,274,091

$ 230,000

$57,148

Box Office Revenue 43.4% In-kind Sponsorship 12.4% Food + Beverage Sales 12.3% Transaction + Ticketing Fees 8.7% Management Fees 6.3% State Funding 6.2% Cash Sponsorship 4.1% Advertising + Promotions 1.6% Local Gov. Sponsorship 1.2% Festival Registrations 1.1% Federal COVID Relief Funding 1.0% Venue Hires 0.8% Activation Fees 0.4% Merchandise + Sales 0.3% Donations 0.2% Other Earned Income 0%

39.5% KEY TAKEAWAYS FROM THIS Marketing Costs 13% 9.6% Bar + SecurityIN CostsRELATION BREAKDOWN TO Eqpt. Hire, Transport + Consumables 8.3% ARTRAGE AS A BUSINESS: Venue Costs 6.2% Paid to Artists + Companies

Prod. + Tech. Personnel 5.7% Marketing + Partnership Personnel 3.8%

3.2% Administration Costs 2.5%

12

On Costs + Allowances 2.4% Ticketing + Website Costs 2.1%

1.6%

ARTRAGE STRONGLY RELIES ON SALES FROM EARNED INCOME THROUGH TICKETING, BAR AND FOOD. Year-round activity such as Rooftop Movies and Girls School Cinema are key income sources to contribute towards organisational costs and support the delivery of the Festival through maintaining an appropriate HR structure.


FINANCIAL BREAKDOWN

41.1% Box Office Revenue 43.4% In-kind Sponsorship 12.4% Food + Beverage Sales 12.3% Transaction + Ticketing Fees 8.7% Management Fees 6.3%

TOTAL 2020 EXPENDITURE

State Funding 6.2%

20.2%

Cash Sponsorship 4.1%

16.8%

Advertising + Promotions 1.6%

$23.99

Local Gov. Sponsorship 1.2%

11%

Festival Registrations 1.1%

8.1%

Federal COVID Relief Funding 1.0% Venue Hires 0.8% Activation Fees 0.4%

2.8%

Merchandise + Sales 0.3%

MILLION

Donations 0.2% Other Earned Income 0%

Artist + Program

Production + Technical

Marketing + Partnerships

Event Staff + Bar

Management + Admin

$9,854,562

$4,857,846

$4,025,199

$2,637,777

$1,937,670

Box Office + Ticketing

$679,614

Paid to Artists + Companies 39.5% Marketing Costs 13% Bar + Security Costs 9.6% Eqpt. Hire, Transport + Consumables 8.3% Venue Costs 6.2% Prod. + Tech. Personnel 5.7% Marketing + Partnership Personnel 3.8%

3.2% Administration Costs 2.5% On Costs + Allowances 2.4% Ticketing + Website Costs 2.1%

1.6% 1.4% 0.7% Reserve Fund 0%

OF THE SALES REVENUE, $9,375,480 IS NOT RETAINED BY ARTRAGE AS IT IS PAID TO FRINGE WORLD ARTISTS AND ARTS COMPANIES AS THEIR BOX OFFICE RETURN. State Government support for 2020 included $230,000 from Tourism WA. This was a one-off grant and no funds were

retained by ARTRAGE as it directly paid for an advertising campaign to a Singaporean market (see Page 22 for more). FRINGE WORLD draws on a relatively low percentage of investment from the State Government. With increased support it would enable a reduction in FRINGE WORLD artist participation fees.

13 13


ARTRAGE INC

FRINGE WORLD

AUDIENCE PROFILE The FRINGE WORLD audience is big and diverse, but we want it to be bigger and more diverse. We’re not hungry for more for more’s sake; we want more attendances so that our artists have better seasons, and better returns. We are also striving for more diversity with the audience, with longer-term plans to deliver a new Outreach Program that will position the Festival as a platform for all voices in the WA community. Audience statistics are derived from FRINGE WORLD’s own ticketing system data and just over 4,500 audience surveys completed by individuals.

14

2020 IMPACT REPORT


AUDIENCE PROFILE

WHAT AN AMAZING, AWESOME AND TOTAL SURPRISE. THIS IS THE FIRST YEAR I HAVE ATTENDED THE FRINGE FESTIVAL DESPITE LIVING IN PERTH. I WAS COMPLETELY BLOWN AWAY! - 2020. Maria, 48-53 from Innaloo.

Teatro at The Woodside Pleasure Garden. Photo by Joe Spina.

15


ARTRAGE INC

2020 IMPACT REPORT

2019

TICKETED ATTENDANCE BY AGE

2020

61,905

2020

< 17

18 - 23

24 - 29

30 - 35

36 - 41

42 - 47

48 - 53

54 - 59

60 - 65

66 - 71

7,909

5,394

18,712

21,739

35,848 20,374

26,056 745

747

41,822

56,137

67,495 58,211

2019

47,495

50,079

47,619

49,996

50.849

60,493 46,129

53,232

With a program thatâ&#x20AC;&#x2122;s big on variety, the audience is bound to be as varied with a fairly even distribution in terms of age with 16% of people aged 18-29, 24% aged 30-41, 28% aged 42-53 and 32% aged 54 and over.

72+

MEDIAN AGE COMPARISON 44.5% Greater Perth 2016 (ABS)

FRINGE WORLD 2020

2019

35.8%

2020

In 2020 we expanded the age bracket answer options so as to capture greater detail in the 65+ market.

< 17

16

18 - 23

24 - 29

30 - 35

36 - 41

42 - 47

48 - 53

54 - 59

60 - 65

66 - 71

72+


AUDIENCE PROFILE

AUDIENCE OCCUPATION

51%

16% 10%

10% 5%

Professional

Office / Admin

Other

Retired

Student

3%

3%

Home Duties

Technical

2%

2%

Unspecified

Unemployed

AUDIENCE INSIGHTS Childrenâ&#x20AC;&#x2122;s programming and targeted advertising has been a focus for the Festival over the past two years, with this approach bearing fruit. 13% of surveyed respondents brought a teenager with them to the Fringe and 17% brought a primary school aged child or younger, demonstrating that Fringe offers access to participate in cultural life for all ages.

Were accompanied to an event by a CHILD OR TEENAGER

13%

TEENAGER

12%

PRIMARY SCHOOL AGED

24%

8%

5%

PRE-SCHOOL/ YOUNGER

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

Identify with an ETHNIC OR CULTURAL GROUP

17


ARTRAGE INC

2020 IMPACT REPORT

TOP 3 REASONS FOR ATTENDING AN EVENT

NET PROMOTER SCORE

More people are attending because of our event offerings. This is great news for our artists! 2019

68%

2020

68% 60%

56% 53%

52%

Net Promoter Score (NPS) is a performance metric used to rate a companyâ&#x20AC;&#x2122;s customer service and how likely a customer would be to recommend a company to people they know.

75 NPS

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

To enjoy the FESTIVAL ATMOSPHERE

To see a SPECIFIC SHOW

KE T T

T

KE

KE

TIC

TIC

T

T

KE

KE

TIC

TIC

35%

TIC

T

NEW in 2020

T

KE

50%

36%

TIC

2020

69%

T

2019

69%

KE

KE

Fringe offers a range of experiences, but most people attend for the cultural experience.

TIC

TIC

PRIME MOTIVATOR FOR ATTENDING FRINGE

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

TIC

9% 9%

To expose themselves / others to arts & CULTURAL EXPERIENCES

18

To enjoy a DRINK &/OR MEAL

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

To SPEND TIME WITH A FRIEND, PARTNER OR FAMILY MEMBER

4.4

4.6

AVERAGE NUMBER OF TICKETS PURCHASED per customer account.


AUDIENCE PROFILE

2019

TOTAL ATTENDANCE AT FREE AND TICKETED EVENTS

2020

Free attendances in 2020 dropped due to stricter licensing restrictions on some of the ARTRAGE managed Hub venues, which reduced the opportunity for customers to enjoy the free performances on offer.

2012

151,773

2013

215,956

2014

372,431

2015

660,093

2016

989,675

2017

758,184

2018

905,898

2019

857,747

829,570

2020

POSITIVE WORD OF MOUTH DRIVES FRINGE WORLD GROWTH The Fringe continues to attract both new audiences alongside growing its loyal

attendees VISITED MORE THAN ONCE during the 31 day Festival.

of accounts on the

have ATTENDED TWO OR

FRINGE WORLD website

MORE FRINGE WORLD

were created by NEW

FESTIVALS since it was

CUSTOMERS in 2020.

established in 2011.

48%

89%

audience base with 89% 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 2020 – an indication that audience surveys are more likely to be completed by audiences that have attended multiple Festivals.

85%

19


ARTRAGE INC

2020 IMPACT REPORT

PERTH METROPOLITAN AUDIENCE DISTRIBUTION Ticket purchasers come from households in every residential postcode in the Perth metropolitan area.

11,700+

9,600

8,300

7,700

6,500

5,300

3,900

2,600

1,300

TOP POSTCODES WITH HIGHEST TICKET SALES: 1. 2.

6018 - Karrinyup, Innaloo, Doubleview 6000 - Perth

3. 4. 5. 6. 7.

6019 - Scarborough, Wembley Downs 6008 - Subiaco, Shenton Park, Daglish 6050 - Mt Lawley, Menora, Coolbinia 6163 - Hamilton Hill, Hilton, Kardinya 6014 - Floreat, Jolimont, Wembley

8. 6060 - Joondanna, Tuart Hill, Yokine 9. 6020 - Carine, North Beach, Sorrento 10. 6164 - Beeliar, Jandakot, Success

20


AUDIENCE PROFILE

AVERAGE CULTURAL VISITATION One of ARTRAGE’s guiding values is, ‘We Mainstream Fringe Culture’, and FRINGE WORLD reaches practically every demographic and market segment - from cultural connoisseurs through to mainstream professionals who rarely engage with the arts.

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

4%

33%

46%

15%

2%

At least ONCE A WEEK

At least ONCE A MONTH

3 - 4 TIMES A YEAR

1 - 2 TIMES A YEAR

NEVER

70%

Q: WHAT KINDS OF ARTS AND CULTURAL EVENTS DID YOU ATTEND IN THE LAST 12 MONTHS?

67% 64% 56%

39% 35% 27%

26%

25%

7% 2%

Music

Comedy

Film

Theatre

Cabaret

Circus

Community

Visual Arts

Dance

Literature

Other

21


ARTRAGE INC

2020 IMPACT REPORT

VISITATION & REACH FROM INTERSTATE AND OVERSEAS Fringe promotes Perth to the world, through the visiting artists and audiences and the international and national engagement with our massive social reach.

20%

2%

interstate and

interstate and

overseas ARTISTS

overseas Audience

TOURISM CAMPAIGN FRINGE WORLD received sponsorship from Tourism WA to deliver a digital marketing campaign targeted towards Singaporean millennials. The campaign was delivered by top international advertising agency, BBH, and featured a competition to win one of 40 flight, show ticket and accommodation packages to visit Perth for the Festival in 2020. The success of the campaign bodes well for future engagement with a Singaporean audience, post COVID-19. Thanks to DoubleTree by Hilton for their partnership with the campaign and excellent hospitality of the winners.

1.5MIL

40 WINNERS

ADVERTISING CAMPAIGN reach on social media

2,645 Contest entries

22

28,465 Website users

FLIGHT, SHOW AND ACCOMMODATION PACKAGES TO VISIT THE 2020 FESTIVAL


AUDIENCE PROFILE

FRINGE WORLD FRIENDS

4,377

The FRINGE WORLD Friends Program offers great Festival benefits plus year-round offers and insight to keep the good times rolling even after Fringe ends.

Friends in 2020

Festival benefits include access to:

Skip the line MULTIPASS

Friends Night out

Friends Frenzy OFFERS

Access to Early Release

MULTIPASS FOR FRIENDS &

EVENTS WITH EXCLUSIVE

FRINGE WORLD FRIENDS GOT

ACCESS TO 30%

A MATE TO JUMP THE QUEUE

ACCESS TO DISCOUNTED

ACCESS TO BUY FESTIVAL

DISCOUNTED TICKETS

and get the first

TICKETS & RESERVED

TICKETS TWO WEEKS AHEAD

choice of seats at

SEATING to a handful

key venues.

of shows.

$56.50

15.4%

AVERAGE SAVINGS made by Friends annually.

OF ALL TICKET SALES are made by Friends in 2020.

I AM A SINGLE MUM AND CAN’T AFFORD TO GO OUT BUT WITH THE FRINGE FRENZY PRICES IT MAKES IT AFFORDABLE FOR ME TO GO TO SHOWS - 2020. FRINGE WORLD Friend, Cannington.

84%

friends agree THAT BEING A FRIEND ENRICHED THEIR FESTIVAL EXPERIENCE.

ACROSS A HUGE RANGE OF SHOWS available all

of everyone else.

Festival long.

I'VE BEEN AN ACTIVE FRINGE SUPPORTER FROM THE YEAR IT STARTED IN PERTH. FOR ME IT’S ALSO A WAY OF SHOWING MY SUPPORT TO FRINGE AS A WHOLE - 2020. FRINGE WORLD Friend, Bayswater.

78%

intend to RENEW THEIR SUBSCRIPTION IN 2021.

88%

would RECOMMEND THE FRINGE WORLD FRIENDS SUBSCRIPTION to a friend or colleague.

23


Strange for Hire at The Woodside Pleasure Garden. Photo by Jarrad Seng.


ARTRAGE INC

FRINGE WORLD

CULTURAL OUTCOMES The Fringey take on cultural engagement is about getting as many people as possible to experience as many shows as possible (including seeing something they wouldnâ&#x20AC;&#x2122;t normally see and stimulating their interest to keep trying more arts and culture year-round). The cultural outcome is stimulated by the big variety of shows; from innovative and emerging artforms, to massively popular circus and cabaret shows, to quirky smaller shows for niche audiences and everything in between. Not every show is going to be everyoneâ&#x20AC;&#x2122;s cup of tea. The quality and likeability of a show is subjective, although the surveyed audience overwhelming agree that Fringe does offer both high quality and unique shows.

26

2020 IMPACT REPORT


CULTURAL OUTCOMES

FRINGE WORLD HAS TRANSFORMED PERTH AND NORTHBRIDGE, AND SHOWED THAT PEOPLE HUNGER FOR ARTISTIC AND CULTURAL EXPERIENCES. - 2020. Customer aged 48-53, from Balcatta.

The Woodside Pleasure Garden. Photo by Tenae Francis.

27


ARTRAGE INC

2020 IMPACT REPORT

INCREASED ACCESS TO ARTS EVENTS One of the ways we engage with new audiences is through great value and free offerings. Fringe is an affordable entertainment option with a 2020 Festival average ticket price of $28 and there were 63 free events on offer. The City of Perth FRINGE WORLD Power Hour was a new free addition to the Festival. This one-hour family friendly showcase event was located in the Yagan Square amphitheatre and presented on Saturday and Sunday evenings. The program was hugely successful with more than 1,786 attendances. For artists, it was a means to give audiences a taster of their show, to stimulate more ticket purchases. Artist feedback was overwhelmingly positive with many indicating in surveys that their participation in the program led them to sell more tickets.

$2 8

AVERAGE TICKET PRICE in 2020.

OVER 1,786 ATTENDANCES in 2020.

63

FREE EVENTS in 2020.

DISTINCTIVENESS AND QUALITY Fringe brings the streets alive with quality arts events presented by Western Australian performers alongside artists from around Australia and the world.

91% 92%

91%

90%

92%

Think FRINGE WORLD SHOWCASES CHALLENGING AND INNOVATIVE PERFORMANCES from around the world.

Believe FRINGE WORLD EVENTS ARE UNIQUE in relation to other events they have experienced. 2019

28

2020

Of the surveyed audience believe that FRINGE WORLD enables them to see HIGH QUALITY PERFORMANCES THEY WOULD OTHERWISE NOT SEE. 2019

2020


CULTURAL OUTCOMES

REASONS FOR ATTENDING 84%

Q: WHAT ARE YOUR FAVOURITE THINGS ABOUT FRINGE WORLD?

78% 69% 62%

58%

41%

ATMOSPHERE + VIBE

Variety of SHOWS

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

AFFORDABILITY OF SHOWS

That it brings ARTS + CULTURE to Perth

Variety of VENUES

ENCOURAGE GREATER CULTURAL PARTICIPATION IN FUTURE

91% 81%

2021

98% PLAN TO ATTEND FRINGE WORLD AGAIN in 2021.

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

Believe their FRINGE WORLD visit has made it MORE LIKELY THEY WOULD ATTEND MORE ARTS EVENTS in the future.

29


ARTRAGE INC

SOCIAL OUTCOMES FRINGE WORLD stimulates social cohesiveness through bringing together a large and diverse population of people from all across the WA community and beyond. The social benefits of this transformation include improved pride and positive perception of our city and stateâ&#x20AC;&#x2122;s brand. These benefits are most pronounced in the urban centres, but with Fringe venues showcasing work across the greater metropolitan area and in regional centres, there are enough good vibes to go around.

30

2020 IMPACT REPORT


SOCIAL OUTCOMES

THANK YOU FRINGE FOR CONNECTING MY HEART AND SOUL BACK TO OUR WONDERFUL CITY. EACH EXPERIENCE WAS UNIQUE AND ALWAYS PUT A HUGE SMILE ON OUR FACES. OUR CITY IS AWESOME! - 2020. Customer aged 48-53 from Balcatta.

The Woodside Pleasure Garden, Silent Disco. Photo by Jason Matz.

31


ARTRAGE INC

2020 IMPACT REPORT

ACTIVATIONS OF PERTH CITY AND SURROUNDS As an open access Festival, it is the venue and artists that choose to be in the Fringe. This explains the growth and spread of venues* to 14 suburbs in the Northern Metro area, 32 venues in the Southern Metro area, 11 venues in the Eastern Metro area and 5 venues in wider WA. The Festival featured three types of venues;

FRINGE WORLD HUB VENUES

*Not including venues within City of Perth

INDEPENDENT PROGRAM VENUES

INDEPENDENT VENUES

managed by ARTRAGE i.e. The

managed by a presenter that is

managed by a presenter that is

Woodside Pleasure Garden, Girls

independent of ARTRAGE and part

independent of ARTRAGE, but with a

School, Yagan Square, The Ice

of a Festival program of multiple

variety of shows that is not part of

Cream Factory and Fringe Central

events (e.g. Sunset Veranda, The Blue

a specific Festival program of events

at The Perth Cultural Centre

Room Theatre Summer Nights)

(e.g. Connections Nightclub, Cheeky Sparrow and The Comedy Lounge)

1 – 3 VENUES 1 – 3 VENUES

City of Busselton City of Busselton Town of Cambridge Town of Cambridge City of Canning City of Canning Town of Claremont Town of Claremont City of Cockburn City of Cockburn City of Gosnells City of Gosnells City of Joondalup City of Joondalup City of Kalamunda City of Kalamunda City of Kalgoorlie City of Kalgoorlie Shire of Katanning Shire of Katanning City of Mandurah City of Mandurah City of Melville City of Melville Shire of Merriden Shire of Merredin Town of Mosman Park Town of Mosman Park Town of Victoria Park Town of Victoria Park City of Waneroo City of Wanneroo

4 – 6 VENUES 4 – 6 VENUES

Town of Basendean Town of Bassendean City of South Perth City of South Perth City of Stirling City of Stirling City of Subiaco City of Subiaco City of Swan City of Swan City of Vincent City of Vincent

>13 VENUES >13 VENUES

City of Fremantle City of Fremantle

>50 VENUES >50 VENUES City of Perth City of Perth

32


SOCIAL OUTCOMES

IMPROVED IMAGE OF PERTH 96%

Agree that FRINGE WORLD CONTRIBUTES TO MAKING PERTH SPECIAL as a city.

Believe that FRINGE WORLD is an event that BRINGS THE WHOLE COMMUNITY TOGETHER.

98%

Believe that FRINGE WORLD is an IMPORTANT ADDITION TO WESTERN AUSTRALIAN CULTURAL LIFE.

88%

96% Are MORE LIKELY TO VISIT THE CITY in the future after their visit to FRINGE WORLD.

Feel that FRINGE WORLD contributes to making Northbridge and Perth City centre a MORE VIBRANT PLACE.

89%

I THINK THE PEOPLE OF PERTH ARE AT THEIR HAPPIEST WHEN FRINGE IS

82%

89%

IN TOWN. THEY SMILE, THEY INTERACT WITH STRANGERS IN A GOOD WAY. THEY TRY SOMETHING DIFFERENT AND GO OUT OF THEIR COMFORT ZONE A BIT. IT OPENS UP OUR WORLD. THANK YOU FRINGE, YOU ARE FUN! 2020. Kristy Lee Mollica, Dancer, WonderRealm Bassendean.

think FRINGE WORLD INCREASES THEIR PRIDE IN PERTH as a city.

agree that FRINGE WORLD promotes Perth as A CITY THAT IS GLOBALLY CONNECTED.

33


ARTRAGE INC

2020 IMPACT REPORT

PERCEPTIONS OF SAFETY 2012

FRINGE WORLD brings people of all ages and

2019

68%

backgrounds to Northbridge and Perth CBD. The critical mass and diversity of audience visiting the area is one of the reasons why people feel safer when Fringe is on.

55%

The positive experience that audiences have at Fringe has a flow-on benefit for retailers and businesses in the precinct, not only through the direct visitation and spend during the Festival, but also through increased awareness amongst an audience that would not traditionally patron the area, leading to increased visitation at other times in the year.

75%

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

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

ACCESS AND INCLUSION The ARTRAGE Access & Inclusion Plan 2020-2024 outlines the organisation’s and Festival’s commitment towards ensuring that all people have equal opportunities to access and be included in Festival events and activities.

879

+4

tic 1 0 f ro ke t s m 20 19

The Plan was developed in response to positive and negative feedback raised by customers following the 2019 Festival. The positive results from the 2020 Festival indicate that FRINGE WORLD is making strides towards its goals.

213 34

COMPLIMENTARY TICKETS GIVEN TO COMPANION CARD HOLDERS during the 2020 Festival.

WHEELCHAIR ACCESSIBLE PERFORMANCE SPACES during the 2020 Festival.

+87 spa f ro m 2 ces 019


SOCIAL OUTCOMES

HEARTS AND MINDS The vision of ARTRAGE is to embed its events in the hearts and minds of all Western Australians. and our mission is to deliver events with global appeal. These results indicate we are on the right track with these goals.

99%

99%

97%

Agree that FRINGE WORLD SHOULD CONTINUE TO BE PRESENTED in the foreseeable future.

Think that FRINGE WORLD is SOMETHING THEY WOULD LIKE TO DO ANNUALLY.

Agree that the STATE GOVERNMENT SHOULD SUPPORT THE FRINGE so that it can continue to benefit the Western Australian community.

I HAVE BEEN ATTENDING FRINGE SINCE 2019 AND I MUST SAY IT ENABLES ONE TO VIEW PERTH DIFFERENTLY. PERTH IS A MELTING POT OF CULTURES AND DURING THE MONTHS OF JANUARY- FEBRUARY, IT DISCOVERS NEW ARTISTS BOTH HOME GROWN AND INTERNATIONAL AND ALLOWS THEM TO SHOWCASE A VIBRANT AND CULTURAL SIDE OF PERTH. FRINGE HAS DEFINITELY MADE AN IDENTITY IN PERTH AND SHOULD CONTINUE TO DO SO! 2020. Nina, 30-35, Yokine.

35


ARTRAGE INC

2020 IMPACT REPORT

SOCIAL OUTCOMES ROOFTOP MOVIES

84%

92%

68%

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

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

agree that a visit to ROOFTOP MOVIES HAS INCREASED MY PRIDE IN PERTH AS A CITY.

GIRLS SCHOOL CINEMA

100%

agree GIRLS SCHOOL CINEMA IS UNIQUE IN RELATION TO OTHER ENTERTAINMENT OPTIONS IN PERTH.

36

97%

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

94%

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


SOCIAL OUTCOMES

THANK YOU SO MUCH FOR BEING THE COOLEST PLACE TO BRING OVERSEAS VISITORS. OUR FRIENDS AND FAMILY FROM THE UK ARE ALWAYS SUPER IMPRESSED AND LOVE THE ATMOSPHERE AND THE UNIQUE EXPERIENCE! - 2020. Rooftop Movies Customer.

The Woodside Pleasure Garden. Photo by Jarrad Seng.

37


The Woodside Pleasure Garden. Photo by Jarrad Seng.


ARTRAGE INC

FRINGE WORLD

PARTICIPATING ARTISTS FRINGE WORLD is first and foremost a platform for artists, and the feedback we receive from our artists is crucial to our planning. According to participating artists, some of the best things about FRINGE WORLD included that it was a safe place to present new work, that the atmosphere and community engagement was buzzing, and that the networking opportunities were great. There was also negative feedback, and across a range of measures the Festival dropped from last yearâ&#x20AC;&#x2122;s results. Artist overall satisfaction dropped 14 points and 19% of participants said they lost money by participating, which although this is a risk of any live performance venture, FRINGE WORLD would like to see this percentage reduce. The average attendance at Festival shows dropped slightly from 2019, however 53% is close to FRINGE WORLDâ&#x20AC;&#x2122;s goal of 60% average by 2023.

40

2020 IMPACT REPORT


PARTICIPATING ARTISTS

PERTH FRINGE WORLD IS A SPECIAL PLACE FOR US, IT REALLY WAS THE LAUNCHPAD FOR A SERIES OF SUCCESSFUL TOURS AROUND AUSTRALIA, THE U.S, NEW ZEALAND AND EVEN CHINA! - 2020. Charice Rust, One Fell Swoop.

By a Thread. Photo by Sean Breadsell.

41


ARTRAGE INC

2020 IMPACT REPORT

ARTIST OVERVIEW ARTIST ORIGINS

3,279 ARTISTS

13%

15%

INTERSTATE

INTERNATIONAL

72%

WA

Event GENRE Split

37% Comedy • 13% Cabaret • 13% Theatre • 13% Music + Musicals • 9% Children's Events 5% Free + Community • 4% Circus • 3% Dance + Physical Theatre • 2% Street Performance + Busker • 2% Visual Arts • 1% Film + Multimedia

ARTIST AGE RANGE

2019 2020

23%

24%

21%

22%

21%

14%

14%

10% 10% 8%

6%

6%

6%

4%

2%

5%

5%

1%

< 17

42

18 - 23

24 - 29

30 - 35

36 - 41

42 - 47

48 - 53

54 - 59

60+


PARTICIPATING ARTISTS

ARTIST PERFORMANCE EXPERIENCE

2019 2020

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

0 - 5 years

5 - 10 years

10+ years

48%

23%

53%

24%

59%

29%

23%

of artists have PARTICIPATED IN ANOTHER FRINGE FESTIVAL BEFORE

FRINGE IS THAT CULTURE FIX ONCE A YEAR THAT I WISH COULD GO ALL YEAR LONG. SEEING FACES OLD AND NEW AND CELEBRATING EACH OTHERS WINS AND COMFORTING THE LOSSES. FRINGE OPERATES AS A FAMILY AND THE STAFF AND ARTISTS LOOK OUT FOR ONE ANOTHER. IT SADDENS ME WHEN FRINGE IS OVER BECAUSE ITâ&#x20AC;&#x2122;S LIKE THE MAGICAL BUBBLE OF ARTS AND LIVE PERFORMANCE DISAPPEARS OUTSIDE OF YOUR $120 TICKETS TO SEE A CROWN SHOW. FRINGE WORLD MAKES THE ARTS ACCESSIBLE TO THE AVERAGE HOUSEHOLD AND APPEALS TO FAMILIES AND SHOWS THAT PUSH THE BOUNDARIES ON WHAT PEOPLE EXPECT. 2020. Kier Shoosmith, Playtime 3: more than twice is a habit.

43


ARTRAGE INC

2020 IMPACT REPORT

AVERAGE ATTENDANCE Free attendances in 2020 dropped due to stricter licensing restrictions on some of the ARTRAGE managed Hub Venues, which reduced the opportunity for customers to enjoy the free performances on offer.

722

829,570

EVENTS

ATTENDANCE AT FREE & TICKETED EVENTS

Artists and the Festival both recognise the need to increase attendance through audience development to provide better financial results for events.

PER GENRE:

63%

PER VENUE:

62% 55% 50%

THEATRE

CABARET

COMEDY

48%

48%

CIRCUS

CHILDRENâ&#x20AC;&#x2122;S EVENT

AVERAGE GROSS BOX OFFICE PER SEASON

20%

ARTRAGE HUB VENUE

INDEPENDENT PROGRAM VENUE

53%

INDEPENDENT VENUE

60%

under $2,4K $2.4K - $14K over $14K

48% 32%

44

49%

of artists believe FRINGE WORLD PROVIDES A PRESENTATION SERVICE THAT IS GOOD VALUE.


PARTICIPATING ARTISTS

A FESTIVAL THAT CREATES A BUZZ FOR BOTH PUBLIC AND PERFORMERS ALIKE, WITH GREAT AUDIENCES, THAT HAS GIVEN US A PLATFORM TO GROW OVER THE YEARS. 2020. Matt Hale Comedy Hypnotist, Random Acts of Mindness

ARTIST FEEDBACK 78%

Agree that FRINGE WORLD is an IMPORTANT PRESENTATION PLATFORM FOR THEIR WORK IN WA.

75%

Agree that FRINGE WORLD is A PLATFORM TO ACCESS AN AUDIENCE THEY WOULD OTHERWISE NOT HAVE ACCESS TO.

69%

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

63%

Are SATISFIED WITH THE FRINGE WORLD FESTIVAL from the perspective of a participant. * * Please note that the 2019 Report erroneously listed this data as 84% whereas it was actually 77%

THE FRINGE WORLD ARTIST EXPERIENCE The open-access Fringe platform is one that allows for incredible

able to present and manage all aspects of putting on their show

opportunities for artists and arts companies who are ready for the

including financial, administrative and marketing management.

challenges of a large marketplace like a Fringe festival. Anyone who pays a Fringe registration for their show will find a spot in either an ARTRAGE managed Hub Venue or Independent Venue. A large Fringe like FRINGE WORLD is a competitive marketplace for participating shows where the rewards can be great, but there is always risk that a show will not sell as well as the participant hoped.

Extensive information is provided to anyone thinking about participating so they know what to expect and can make considered decisions. The Artist & Venue Registration Packs are the first thing that participants receive before registering with the Festival and they include sales performance summaries across the spectrum of shows in the Fringe, and key financial facts. This information is provided so that artists can set their expectations and sales projections at realistic levels, budget

As such, artists need to make informed decisions about whether

accordingly, make informed decisions about whether Fringe is the

the Festival is the right place for their work, what the risks might

best platform for their work, decide what their goals are for their

be, what support is provided and ultimately whether they are

season and how they plan to reach them.

45


ARTRAGE INC

2020 IMPACT REPORT

ARTIST GOALS Q: HOW SUCCESSFUL WERE YOU IN ACHIEVING YOUR PRIMARY AIMS AT FRINGE WORLD 2020?

36% 2018

40%

32%

2019 2020

25% 30%

24%

4% 3% 5%

1% 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 2020?

66% 2019 2020

51%

63% 57%

41% 46%

35% 29% 30% 23%

13% 10%

12% 11%

3% 3%

To expose my performance/ project to new audiences

46

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

To gain access to funding bodies/ corporate partners


PARTICIPATING ARTISTS

ARTIST GOALS Q: WHICH OF THE FOLLOWING BEST DESCRIBES THE PERSONAL FINANCIAL BENEFIT THAT YOU RECEIVED?

13% 2019 It was a good earner for me

10%

2020

23% I was happy with the amount but it could have been better

21%

7% I was disappointed with the amount but still made something

11%

12% 11%

I covered my costs only

19% I lost money

19%

26%

Other

78%

of artists agree that FRINGE WORLD IS AN IMPORTANT PLATFORM for their work in Western Australia.

28%

79%

of artists agree the Festival PROVIDES AN OPPORTUNITY TO SHOWCASE THE WORK OF EMERGING ARTISTS.

96%

of participating artists RECOMMEND PERTH AS A PLACE TO VISIT.

86%

of participating artists RECOMMEND FRINGE WORLD TO OTHER ARTISTS.

47


ARTRAGE INC

2020 IMPACT REPORT

Fringe world Program WHAT IS FRINGE WORLD? WHERE MAGIC HAPPENS!

The most magical festival of the year, FRINGE WORLD returned to Perth in 2020 from 17 January to 16 February with a bumper program boasting unmissable entertainment for everyone. FRINGE WORLD is the most fun time of the year, bringing Perth to life with incredible entertainment, venues, artists and great summer vibes. 2020 saw plenty of previous sell-out and awardwinning shows return, along with many exciting newcomers, to create irresistible line-ups at everyoneâ&#x20AC;&#x2122;s favourite playground The Woodside Pleasure Garden, the super sweet Ice Cream Factory, chill zone Fringe Central and heart of Fringe, Yagan Square. Fringe audiences also flocked to the new iconic castle-like hub at Girls School in East Perth which featured a range of comedy, cabaret and theatre in eight performance spaces. 2020 saw over 150 venues in and around the city and Northbridge putting on amazing programs of quality

FRINGE WORLD MANAGED VENUES For artists and companies that apply and are successful to get a spot in a ARTRAGE managed Hub Venue (I.e. The Woodside Pleasure Garden, Girls School, Yagan Square, Ice Cream Factory and FRINGE Central), all venue, technical, front-of-house and back-of-house support is supplied. No upfront or hire fee is associated with these services, but FRINGE WORLD takes 32% of each ticket sold to recoup some of these costs, which are subsidised heavily from other revenue streams. This means the risk is shared and the artist doesnâ&#x20AC;&#x2122;t have enormous upfront costs to cover before their season.

48

shows. Summer Nights took over The Blue Room Theatre again with a great handpicked line-up, the multi-level palace The Rechabite offered a jam-packed season of circus, burlesque and more for a Fringe first, and there were smooth tunes aplenty at The Ellington Jazz Club. We were thrilled about the ongoing expansion of Fringe fun throughout the wider metro area. The ever-favourite Sunset Veranda at Scarborough Beach returned, Subilicious returned to Subiaco, and the new SouthSide Summer line-up set South Perth alive with Fringe treats. Wonderrealm at Bassendean was bigger than ever and Fremantle offered a huge program packed with surprise and delight. Fringe has been entertaining Perth and giving a platform for local and international artists since 2011 and we are excited to see Perth come alive again next summer.


PARTICIPATING ARTISTS

FRINGE WORLD HAS BROUGHT ALL CORNERS OF PERTH ALIVE, FROM TUCKED-AWAY LANEWAYS IN THE CITY AND NORTHBRIDGE, TO THE SUBURBS AND BEYOND - 2020. Simon Collins & Pierra Willix, The West Australian Newspaper.

Subilicious. Photo by Alison Rodrigues.

49


ARTRAGE INC

2020 IMPACT REPORT

INDEPENDENT VENUES

116

150

41

INDEPENDENT VENUES

PERFORMANCE VENUES

SUBURBS REPRESENTED

There was a total of 41 suburbs represented in

Independent Venues can offer a wide range

registered Independent Venues. With the City of

of venue deals including flat hire rates charged to

Perth and Northbridge being the most populated

artists, box office splits, or potentially providing their

suburbs of Independent Venues, FRINGE WORLD was

venue for free.

also brought to many venues in Fremantle, Subiaco, Bassendean, South Perth and beyond. The Northern-

Artists who are working with Independent Venues and

most suburbs with registered Fringe events were

producers have the option to receive their percentage

Ocean Reef and Wanneroo. Fringe also reached a

of ticket sales direct from FRINGE WORLD rather than

number of far South-metro suburbs including Thornlie

waiting for the Independent Venue or Producer to

and Mandurah. Heading East, there was also a variety

distribute their share.

of FRINGE WORLD activity in Midland, Ellenbrook and Kalamunda. Regionally, FRINGE WORLD travelled as

There were 116 total participating Independent Venues

far as Kalgoorlie, Merredin, and Katanning over two

in the 2020 Festival with over 150 performance spaces

weekends of Outer Fringe events.

on offer â&#x20AC;&#x201C; this equates to a total of 74% of all 2020 venues being independent. Of these registered venues,

Many artists find their own venue through the

58% were participants in 2019 and 42% were new to

Venue Finder as part of the registration system.

FRINGE WORLD in 2020.

FRINGE PROVIDES TRIED & TESTED PLATFORMS The main interface between artists and the Fringe is through the online Artist & Venue Registration System (AVR). This is a sophisticated tool developed by Adelaide Fringe and used by FRINGE WORLD. Itâ&#x20AC;&#x2122;s where participants send and receive all relevant information about their show. It integrates with all marketing and sales channels including the ticketing system.

50

HTIX RUS SHTIX RU


PARTICIPATING ARTISTS

FRINGE DELIVERS A BIG MARKETING CAMPAIGN Whilst it is the artists and independent program presenters that promote and market their shows, ARTRAGE markets the Festival overall including delivering an extensive advertising campaign, website and sales platform, producing key print materials such as

225,000 PROGRAMS DISTRIBUTED AROUND PERTH

the Festival Guide and delivering social, digital, outdoor and media campaigns.

553,094,808

Alongside the massive media spend, ARTRAGE provides artists with

AUDIENCE REACH

access to promotional opportunities. These range from encouraging artists to flyer within ARTRAGE hubs, low-cost advertising packages, presenting the City of Perth Power Hour as an opportunity to engage with audiences and dynamic real time box office digital signage for up-to-date show listings.

$9,121,117 MEDIA VALUE

FRINGE SUPPORTS REVIEWS The Fringe marketing and PR teams aim to get as many shows reviewed as possible by WA media publications to help artists to sell their Perth season and for use on future touring seasons. However, because of the limited media landscape in Perth, not all shows can get reviews or news coverage. FRINGE WORLD created Fringefeed.com.au to bridge this gap, and a pool of volunteer reviewers dedicate their time during the Festival.

FRINGEY OFFERS Fringey Offers is a proactive engagement program that FRINGE WORLD launched in 2020 for businesses within the City of Perth. Businesses provided a discount or special offer to FRINGE WORLD customers, and the offers were hosted on a dedicated page on our website and promoted via our owned media. The

32

businesses also receive bunting and a special window decal to promote the offers to passer-by traffic. 32 businesses signed up for the first year of this program in 2020. This is a promising indication of the demand for this service and FRINGE WORLD has plans to expand and further support local businesses for 2021.

BUSINESSES ENGAGED with Fringey Offers within the City of Perth in 2020.

51


ARTRAGE INC

2020 IMPACT REPORT

FRINGE PROVIDES ACCESS TO DEVELOPMENT OPPORTUNITIES The 2020 Festival saw the introduction of key new initiatives that focused on broadening and strengthening the experience of participants.

TWO-TIER PASS Scheme The Two-Tier Pass Scheme was implemented to improve the financial return for artists by building a more robust and equitable economy for everyone participating in FRINGE WORLD.

exclusive access to the new Artist Support Tickets - $10 tickets of which FRINGE WORLD waived all ticketing fees so all of the income goes to the presenter. FRINGE WORLD has always strongly discouraged the use of Festival

l.

passes as payment for flyerers or other event participants, and we

o by Cam C Phot a mp be l

All pass holders benefited from a range of services including

saw the uptake of the new Artist Support Ticket reflect our vision for events and venues to gain more event income and have the ability to pay their staff and support each other in a sustainable way. This resulted in 1950 tickets being sold and $19,500 of new income being generated for those participating artists.

PARTICIPANT SERVICES Venue or an Independent Venue, ARTRAGE provides a range of support services and opportunities to all participating artists and companies, some of which are outlined below. Operating out of Girls School, an expanded range of Participant

by Johannes Rein ha oto r t. Ph

Regardless of whether an artist is in an ARTRAGE managed Hub

Services was well-received by artists. These services included a new workshop program, admin support service and facilities, and a Welcome to Country smoking ceremony from Noongar Elder, Barry McGuire.

THE STAFF ARE SO SUPPORTIVE, THE PROCESS OF SETTING UP SHOWS IS EASY AND SMOOTH, AND THE ATMOSPHERE AT THE FESTIVAL IN GENERAL IS JUST WONDERFUL. - 2020. ClĂŠo Schurrer, Leonardo DiSnackrio. The Ellington Jazz Club.

52


PARTICIPATING ARTISTS

FRINGE WORLD R&D, SUPPORTED BY LOTTERYWEST FRINGE WORLD R&D was a creative development opportunity for previous FRINGE WORLD award-winning artists and

6

companies based in WA. This program provided workshops, skill share sessions and generated new or redeveloped work for presentation at the new ARTRAGE Hub at Girls School in 2020. The pilot program run in 2019 was open to previous WA FRINGE WORLD award winners. There were 12 applications of which 8

EVENTS CREATED

companies were supported to develop new work, resulting in 6 new events being created for premiere at the 2020 Festival at

FOR PREMIERE AT

Girls School: The Killdeer: A Musical, Body Rights, STORMWATER,

THE 2020 FESTIVAL

LONELY MARS, Desire Lines and Split Lip.

ARTS INDUSTRY EXCHANGE – PILOT PROGRAM International and national Festival Directors view FRINGE

With a strong contingent of Western Australian works making

WORLD as a marketplace and a breeding ground where new

headlines during the Festival, there is much opportunity for our

work is on offer. In 2020, FRINGE WORLD established the Arts

local artists to be profiled and stimulate touring opportunities.

Industry Exchange; which supported and welcomed a range of established programmers, Festival Directors and representatives from a range of national and international festivals inc; Melbourne Fringe, Melbourne International Comedy Festival, Adelaide Fringe, Sydney Fringe and many others.

IT’S HARD TO PIN DOWN WHAT I LOVE MOST ABOUT FRINGE. IS IT THE FUN I HAVE WITH FRIENDS, AS WE LET LOOSE AT THE SILENT DISCO? IS IT ENJOYING AN ICE-CREAM UNDER THE LANTERNS OF THE PLEASURE GARDENS? OR LAUGHING MYSELF SILLY DURING OUR RICKSHAW RIDE THROUGH NORTHBRIDGE? OOH-ING AND AHHH-ING TO AMAZING ACROBATICS AS I EXPLORE NEW VENUES ALL OVER TOWN? OR JUST THE FACT THAT EVERYBODY JUST SEEMS SO BLOODY HAPPY?! IT’S THE BEST MONTH-LONG PARTY, BRING ON NEXT YEAR! 2020. Performer, Bassendean.

53


ARTRAGE INC

FRINGE WORLD

PARTNERSHIP ACTIVITY FRINGE WORLD relies on cash and in-kind support from its partners in order to enrich and evolve the culture of Western Australia. Each year, new and existing partners join the Festival, enabling us to reach new audiences and further support our artists. FRINGE WORLD partners are passionate about the value that the Festival delivers to the Western Australian community, and we are pleased that a number of partners also support our cinemas. As well as supporting this vision, FRINGE WORLD partners receive a range of tangible benefits and the Festival works closely with partners to bring their brands to life both during the Festival and through associated campaigns and activations. The following pages highlight some of the most interesting and engaging brand activations that FRINGE WORLD presented at the 2020 Festival in collaboration with its partners.

54

2020 IMPACT REPORT


PARTNERSHIP ACTIVITIES

FRINGE WORLD IS A SIGNIFICANT CULTURAL HIGHLIGHT IN WESTERN AUSTRALIAâ&#x20AC;&#x2122;S SUMMER CALENDAR. - 2020. Hon. David Tempelman MLA, Minister for Culture and the Arts

The Woodside Pleasure Garden. Photo by Jarrad Seng.

55


ARTRAGE INC

2020 IMPACT REPORT

Photo by Michelle Ra nson .

Photo

by Rebecc a St on e.

Let’s face it, the WA community would be so much poorer

16K+ LOTTERYWEST DE PAREL SPIEGELTENT ATTENDANCE

56

if it weren’t for Lotterywest and FRINGE WORLD would simply not be possible without their ongoing support. We were so proud to celebrate our Principal Supporter and further cement our partnership in 2020, through naming rights to our most cherished Spiegeltent, which was renamed the Lotterywest De Parel Spiegeltent.


PARTNERSHIP ACTIVITIES

3 Lotterywest support also allowed

FRINGE WORLD Awards won by LOTTERYWEST SUPPORTED R&D Events and Participants

us to debut the FRINGE WORLD R&D program, which saw six new works presented at the Girls School hub.

Woodside’s support of FRINGE WORLD includes highlighting our WA artists through Photo by J oha n

Woodside Homegrown Heroes, enabling us to deliver the Fringefeed platform that is key to selling artists’ shows and of course naming

ne sR ei

rights to our most spectacular hub, The Woodside Pleasure Garden.

nh

ar

t.

+18% from 2019

43% Audiences agree that FringEfeed HELPED them choose a show

33% Increase in Fringefeed.com.au website sessions

344K

+

AUDIENCE attendees At the woodside pleasure garden

57


ARTRAGE INC

2020 IMPACT REPORT

Photo by T ena e

The Edith Spiegeltent is one of the favourite Fringe venues, and we are so lucky to have use of the space

Fra nc is .

thanks to our partnership. The partnership continues to grow through the performance, employment and volunteer opportunities that the Festival provides ECU students and graduates.

Ph ot o

by d ra

r Ja

Se

. ng

HELLO SUNSHINE Back in 2017, FRINGE WORLD and Gage Roads co-developed Hello Sunshine â&#x20AC;&#x201C; a sweet yet smashable cider that was debuted at the Festival and later commercially released. Thanks to our partnership with Gage Roads, part-proceeds from every cider sold goes back to the Fringe Fund, helping artists shine.

1.7K+ POWER HOUR ATTENDEES Ph

Saturdays and Sundays throughout the Festival. This was the third year that the Festival has presented a free performance program to activate the City and provide artists with an opportunity to showcase their work and encourage ticket purchases.

58

ichelle Ranso n. by M oto

The City of Perth FRINGE WORLD Power Hour was a free taster of Fringe shows, held in Yagan Square on


PARTNERSHIP ACTIVITIES

Ph

4K+

n Marshal l. by Joh oto

KLEENHEAT KROSSING ATTENDANCES

Less talk more energy Ongoing FRINGE WORLD partner stepped on the gas in 2020 with the Kleenheat Krossing activation. Kleenheat is all about making life easy so you can let life flow, and through this brand activation families had an easy and fun new way to cross the road safely.

Pho to by Te na

e

an

Fr

s. ci

Our FRINGE WORLD hubs are all the richer thanks to the delicious MadFish and Howard Park wines poured. Thanks to our partnership with this great WA company, the MadFish Fountain Bar and roving wine tastings are now a staple feature of The Woodside Pleasure Garden that our audiences flock to.

Ph ade Ranson. by W oto

We love working with WA brands, and were excited to have Giniversity join the Fringe family for the first time in 2020. Their award-winning gins were served at key bars including the ultimate place to enjoy a refreshing G&T, the Giniversity Botanical Bar at The Woodside Pleasure Garden.

59


ARTRAGE INC

2020 IMPACT REPORT

Photo by Ten ae

Each year, Fringe fans flock to The West Australian Spiegeltent and eagerly await the

Fra nc is .

special magazine-insert The West Guide to Fringe to get the scoop on what shows and venues they canâ&#x20AC;&#x2122;t miss at the Festival.

Photo by Wa de

K&L Gates have been a FRINGE WORLD partner since 2017 and each year offer

Ra n

invaluable support to Artrage through their

so n.

provision of in-kind legal services and advice.

up to and during the Festival and audiences who visited Girls School might have found the super-instagrammable secret bar that we presented thanks to the partnership.

60

y Photo b Wade Ran son .

FRINGE WORLD enlisted the support of The Urban List to drive audience awareness and excitement in the lead-


PARTNERSHIP ACTIVITIES

Jason Matz to by . Ph o

This year FRINGE WORLD made history with its first-time partnership, Cruise & Maritime Voyages (CMV), to present our first ever show on a cruise ship! Fringe on the Water was hosted aboard the intimate Vasco da Gama and featured YUCK Circus alongside a talented crew of Fringe performers.

Unsplash. to by Ph o

The fine folks at Equilibrium teamed up with Artrage ahead of the 2020 Festival to develop the FRINGE WORLD app, which weâ&#x20AC;&#x2122;re so excited to share in the coming months. The app will make it even easier for customers to browse shows, buy tickets and will remove the need for a printed FRINGE WORLD guide from 2021 onwards.

tz.

free FRINGE CAT. The service ran every day of the

Photo by Jason Ma

This year, Transperth jumped aboard the Fringe train to help our audiences get from A to B by offering the Fringe between Perth Busport and the new FRINGE WORLD hub at Girls School in East Perth.

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ARTRAGE INC

MEDIA AND MARKETING REACH FRINGE WORLD delivers a comprehensive marketing and communications campaign that seeks to target the most extensive and diverse audiences of any arts and entertainment offering in WA. The marketing campaign stretches for five months from October each year, encompassing print materials, digital platforms and media campaigns. The 2020 campaign general total media value of over $9 million across social, digital, print, TV, cinema, outdoor and radio. The media coverage that was generated reached a cumulative audience of over 553 million.

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2020 IMPACT REPORT


MEDIA AND MARKET REACH

FRINGE IS THE PLATFORM FOR EMERGENCE, DARING DO, KEEN CREATION AND EVERY OTHER KIND OF HILARIOUS ARTS INCUBATION IN WA! - 2020. James Berlyn. WAYTCO.

Fringe Central. Photo by Johannes Reinhart.

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ARTRAGE INC

2020 IMPACT REPORT

MEDIA COVERAGE

ADVERTISING REACH

225,000

OUTDOOR

ADVERTISING CAMPAIGN

PROGRAMS DISTRIBUTED AROUND PERTH

553,094,808 AUDIENCE REACH

969,000+

PERTH NOW

230,090+

NATIVE CONTENT CAMPAIGN

MEDIA VALUE

TOTAL REACH

THE WEST AUSTRALIAN

PRINT CAMPAIGN

$9,121,117

937,300+

TOTAL REACH

SOCIAL REACH

FRINGE WORLD SOCIALS

+2

FACEBOOK FANS

EMAIL SUBSCRIBERS

ROOFTOP MOVIES SOCIALS

FACEBOOK FANS

64

16k+

INSTA FOLLOWERS

2%

26k+

61k+

118k+

38k+

+1

+1 3%

4%

INSTA FOLLOWERS

GIRLS SCHOOL CINEMA SOCIALS

4k+

FACEBOOK FANS

4k+

INSTA FOLLOWERS


MEDIA AND MARKET REACH

MARKETING STRATEGY As a not-for-profit organisation with limited resources and a focus to maximise artist returns, FRINGE WORLDâ&#x20AC;&#x2122;s marketing strategy is underpinned by a datadriven decision-making framework which highlights campaign elements that are innovative, collaborative and cost-effective.

Cross-promotion opportunities are maximised through the collaboration of the other ARTRAGE business units; Girls School Cinema and Rooftop Movies, which combined have a large digital reach; 20,000+ Instagram followers, 42,000+ Facebook followers and 49,000+ e-news subscribers.

The campaign is driven in-house by a dedicated team which grows for 4-6 months each year around the Festival to embrace enthusiastic marketing personnel who contribute their fresh ideas and energy to the core team. In 2020, FRINGE WORLD worked with key local contractors across design, animation and PR including Studio Papa and Buzz Marketing.

Once the overarching campaign is rolling and the advertising budget is locked, innovation manifests through greater responsiveness and adaptability in messaging and spending behaviour across email, digital and social channels. Importantly, the Festival owns its ticketing data so that it can use this to finesse the marketing strategy.

FRINGE WORLDâ&#x20AC;&#x2122;s media partners deliver enormous in-kind value to extend the reach of media campaigns across digital, print, tv, outdoor and radio platforms.

1,805,922

WEBSITE TRAFFIC

WEBSITE SESSIONS

1,640,463 SESSIONS

1,420,740 SESSIONS

1,214,127 SESSIONS

815,622 WEBSITE USERS

706,731 525,910

609,832

USERS

2017

USERS

USERS

2018

2020

2019

Campaign Period: 3.10.19-16.2.20

7,355,767 TOTAL PAGE VIEWS (CAMPAIGN PERIOD 3.10.19-16.2.20)

70%

25%

5%

OF USERS ARE ON MOBILE

OF USERS ARE ON DESKTOP

OF USERS ARE ON TABLET

65


Yagan Square. Photo by Jason Matz.


ARTRAGE INC

OUTER Fringe FRINGE WORLD has featured, supported and delivered regional programs since 2012. We love sharing Fringe entertainment with audiences all over the state, and our artists also relish the opportunity. The regional programs are everything Fringey thatâ&#x20AC;&#x2122;s happening in Perthâ&#x20AC;&#x2122;s outer metro and Western Australian regional towns during the 2020 FRINGE WORLD Festival. In 2020 there were special events happening in venues in Margaret River, Mandurah and Ellenbrook. Additionally, the Outer Fringe 2020 tour visited Katanning, Merredin, Esperance and Kalgoorlie-Boulder with both a family-friendly Kids Circus Spectacular with accompanying workshop and an adults-only Variety Gala.

68

2020 IMPACT REPORT


OUTER FRINGE

MY EXPERIENCE OF OUTER FRINGE WAS OUT OF THIS WORLD! HAD A BLAST-ESPECIALLY IN KALGOORLIE! - 2020. Silver Belle, tour 2 Performer.

Outer Fringe. Photo by George Foulkes-Taylor.

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ARTRAGE INC

2020 IMPACT REPORT

OUTER FRINGE SNAPSHOT The artists who performed were a mix of local, national and international performers.

745

9

8

AUDIENCE attendees

SHOWS & WORKSHOPS

FRINGE WORLD PERFORMERS

Over 2000 kilometers travelled IN 2020

19 Regional locations visited since 2011

OUTER FRINGE FUNDING Previously the Festival received State Government

In the future FRINGE WORLD hopes to continue to work

support through a regional-specific grant program.

with regional venues and programs to assist artists in

The grant timing did not fit with the delivery dates

touring throughout WA during the festival season.

of the program, and so FRINGE WORLD committed to

70

proceeding with its 2020 Outer Fringe program albeit

FRINGE WORLD strives to strengthen the relationship with

in a slightly reduced format from previous years, due to

independent regional producers and venues to support

budget constraints.

more Fringe activity in their communities and regions.


OUTER FRINGE

PLACES WHERE FRINGE SHOWS HAVE BEEN PRESENTED REGIONALLY SINCE 2011 2020 LOCATIONS PREVIOUS LOCATIONS

BROOME

SOUTH HEDLAND KARRATHA

EXMOUTH

CARNARVON

MULLEWA GERALDTON

MERREDIN KALGOORLIE-BOULDER

NORTHAM PERTH KATANNING BUNBURY DONNYBROOK

YALLINGUP

RAVENSTHORPE

BRIDGETOWN

ESPERANCE

HOPETOUN

ALBANY

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ARTRAGE INC

Rooftop movies Now an iconic venue in the heart of Northbridge, Perthâ&#x20AC;&#x2122;s bustling entertainment and cultural hub, Rooftop Movies returned for its ninth season in November 2019. Over 21,000 visitors flocked to the picturesque venue over the season to enjoy the stunning city-scape view and a screening of the latest Hollywood blockbuster, retro throwback favourite or critically-acclaimed independent film. Rooftop Movies ran from November through to March, screening films on Tuesdays to Sundays. Visitors were greeted by friendly staff and guided into the colourful oasis above the city, before selecting a beanbag and settling in for the evening.

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2020 IMPACT REPORT


ROOF TOP MOVIES

THE ATMOSPHERE IS AWESOME! IT’S BEAUTIFULLY SET UP AND YOU REALLY FEEL LIKE YOU’RE IN ANOTHER WORLD WHEN YOU SIT UP THERE AMONG THE SKYSCRAPERS - 2020. Rooftop Movies Customer

Rooftop Movies. Photo by Alex Mansour.

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ARTRAGE INC

2020 IMPACT REPORT

ROOFTOP MOVIES EXPERIENCE To elevate the Rooftop Movies experience even higher, visitors had the opportunity to purchase mouth-watering pizza and sides from Rooftop Movies catering provider, Mack Daddy’s New York Slice, who returned to the venue for a second year and locally-produced beverages from MadFish and Howard Park wines and Gage Roads Brewing Co. Rooftop Movies offers the perfect vantage point on a balmy summer’s eve to enjoy the sunset over a slice of pizza and a drink. In addition to movie nights, Rooftop Movies also introduced some additional events to the program. In November, in collaboration with WAMFest, Western Australian musicians and creatives were featured for a WA Music Video Showcase. Over 170 local musicians and visitors attended the free event. In collaboration with Laura Carroll Yoga, a “Rooftop Resolutions” session was held in January, an event that saw over 250 people participate in a sunset yoga session followed by a documentary screening. The success of both these events will see further event activation at Rooftop Movies in the future.

76%

of surveyed West Australian audience LIVE OUTSIDE THE PERTH CBD.

98% or surveyed respondents plan to return 74

60%

of attendees ALSO ATTENDED A FRINGE WORLD EVENT in 2020.

51%

of attendees WERE RETURN CUSTOMERS from the previous season.

50%

75%

of surveyed respondents AGREE THAT ROOFTOP MOVIES IS A TOTALLY UNIQUE VENUE.

of visitors coming from outside the CBD area - showing ROOFTOP MOVIES IS AN ATTRACTION FOR PEOPLE LIVING OUTSIDE THE CITY.


ROOF TOP MOVIES

ROOFTOP MOVIES 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.

21,581

$418,896

TOTAL TICKETED attendance

Total rooftop movies Box Office income

16k+ Instagram followers

205

Average Nightly attendance

38k+

105

33

FAcebook Fans

FILM EVENTS

Sold-out Events

AMAZING OUTDOOR EXPERIENCE IN THE HEART OF THE CITY. GREAT VARIETY OF FOODS AVAILABLE INCLUDING NYC PIZZA SLICES. ALL THE TOP BLOCKBUSTER MOVIES AND VERY AFFORDABLE. LOVE THE BEAN BAGS CREATES SUCH A RELAXED ENVIRONMENT. IT WAS A PERFECT DATE NIGHT AND WE WILL DEFINITELY BE BACK. - 2020. Rooftop Movies, Customer.

75


Outer Fringe. Photo by Aeroture Photography.


ARTRAGE INC

GIRLS SCHOOL CINEMA Heading to an outdoor cinema is an incredibly popular summer activity in Perth for locals and tourists alike, with countless outdoor cinemas operating through the summer. Girls School Cinema, a unique winter pop-up housed in the Old Perth Girls School, offers an entirely new pop-up cinema experience to this standard summer pastime. Girls School Cinema returned for a second season in May 2019 running through to October, screening films in the historic hall on Wednesdays through to Sundays and providing visitors the opportunity to enjoy a unique and cosy cinema and bar experience in the quieter months of winter. Visitors to Girls School Cinema are wowed by the colourful and playful interior, comprising of a bar lounge, courtyard and cinema hall, a stark change from the heritage castle-like exterior. The bar was given a design overhaul for the 2019 season, to create a comfortable and intimate lounge area, complete with plenty of winter-warming offerings such as mulled wine and marshmallow toasting.

78

2020 IMPACT REPORT


GIRLS SCHOOL CINEMA

KEEP BEING FABULOUS! I PLAN ON COMING BACK NEXT YEAR! - 2020. Girls School Cinema Customer.

Girls School Cinema. Photo by Johannes Reinhart.

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ARTRAGE INC

2020 IMPACT REPORT

GIRLS SCHOOL CINEMA EXPERIENCE Girls School Cinema worked with restaurant Mack Daddy’s New York Slice to facilitate online pre-orders and deliveries of their delicious pizzas to the venue. Orders were placed through the Girls School Cinema ticketing system, which was a highly successful operation that was both popular with customers and practical for the capacity of the cinema. The program was also given an overhaul, with popular marathon and double sessions introduced throughout the season, including a Lord of the Rings marathon, 80’s doubles and a Girls Night In marathon. New premium ticket options were also introduced, complete with unlimited popcorn and deluxe beanbag seating.

48%

listed “TO ENJOY THE ATMOSPHERE AND UNIQUENESS OF THE VENUE” as their number 1 reason for visiting the venue.

THE WHOLE EXPERIENCE WAS A MEMORABLE ONE MY DAUGHTERS AND I WILL DEFINITELY BE BACK AGAIN SOON - 2020, Girls School Cinema Customer.

80

65%

of attendees WERE VERY SATISFIED WITH THEIR VISIT.

100% of surveyed respondents AGREE THAT GIRLS SCHOOL CINEMA IS A TOTALLY UNIQUE VENUE.

43%

of attendees CAME TO THE 2019 GIRLS SCHOOL CINEMA SEASON MORE THAN ONCE.

100% Or surveyed respondents plan to return


GIRLS SCHOOL CINEMA

GIRLS SCHOOL CINEMA OVERVIEW After an incredibly positive response from attendees, Girls School Cinema will continue to charm visitors and return in 2020.

8,085

$110,897

TOTAL TICKETED attendance

Total GIRLS SCHOOL CINEMA Box Office income

61%

Average Nightly attendance

4k+

4k+

100

31

Instagram followers

FAcebook Fans

FILM EVENTS

Sold-out Events

LOVE THE OUTDOOR FIRE AND MARSHMALLOWS, ALSO A GREAT VENUE WITH LOADS OF CHARACTER. LOUNGE AREA IS ALSO VERY FUNKY AND GOOD SPACE TO HANG OUT PRIOR TO THE MOVIE. - 2020. Girls School Cinema Customer.

81


Girls School Cinema. Photo by Hannah Sorrell.


ARTRAGE INC

2020 IMPACT REPORT

Economic impact The Festivalâ&#x20AC;&#x2122;s economic results were consistent with 2019 and, pleasingly, there were sentiment increases from Perth and Northbridge businesses relating to the long-term benefit that FRINGE WORLD has for their operations. The primary precincts where direct visitor expenditure occurs are in Perth and Northbridge, where the critical mass of Fringe activity takes place. The annual increase and spread of venues, hubs and other Fringe activity in other suburbs throughout the greater metropolitan area also leads to increased spend in these other areas by visitors to Fringe shows. Although there are direct and flow-on benefits to businesses in these areas and to local WA businesses, companies and artists through the annual staging of the Festival, this is not primarily new money introduced into the Western Australian economy due to the majority of audience being local. Where FRINGE WORLD attracts considerable new money into the local economy is through the large numbers of participants who travel from intrastate, interstate and overseas to present Fringe shows alongside visiting audience numbers. The potential for far greater new money being spent in the local economy through increased interstate and international visitation at FRINGE WORLD will be achieved if the Festival receives sustained Tourism WA support. See page 22 for the results of the 2020 Tourism WA supported campaign.

84


ECONOMIC IMPACT

HOW LUCKY WE ARE TO HAVE THE THIRD LARGEST FRINGE FESTIVAL IN THE WORLD IN PERTH - 2020. Glenny Marsdon. So Perth.

Fringe Central Box Office. Photo by Jarrad Seng.

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2020 IMPACT REPORT

ECONOMIC IMPACT

2019

2020

THE ESTIMATED SPEND DELIVERED BY FRINGE WORLD WAS MORE THAN $72.4 MILLION!

95%

Including pre- and post-event expenditure in restaurants, bars and accommodation.

OF CUSTOMERS LIVE IN THE PERTH METRO AREA

The economic impact of the Festival is also registered through direct spend to produce and present the 156 venues as well as spend by the 1,072 intrastate, interstate and international visiting artists and participants of the Festival.

BUSINESS IMPACT 70%

71%

77%

74%

73%

78%

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

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

of the surveyed audience HAD A DRINK AT A BAR / NIGHTCLUB / CAFE before or after attending a FRINGE WORLD venue.

91% 87%

91%

87%

83%

74%

87% 65%

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

86

Agree that FRINGE WORLD CONTRIBUTES TO MAKING PERTH SPECIAL AS A CITY.

Think FRINGE WORLD INTRODUCES NORTHBRIDGE TO PEOPLE WHO DONâ&#x20AC;&#x2122;T NORMALLY VISIT.

Indicated that THEIR LEVEL OF TRADING INCREASED.


ECONOMIC IMPACT

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

up 13%

9.2% OTHER

78%

OF BUSINESSES AGREE THAT

1% MIDLAND 6% BASSENDEAN

6% SCARBOROUGH

6% MT LAWLEY 4% SUBIACO

5% LEEDERVILLE 57% PERTH CBD

62% NORTHBRIDGE

FRINGE WORLD CONTRIBUTES TO MAKING NORTHBRIDGE FEEL SAFER new in 2020

83%

2% STH PERTH

9% FREMANTLE

OF BUSINESSES THINK FRINGE

2% ROCKINGHAM

WORLD BRINGS NEW PEOPLE INTO NORTHBRIDGE, WHICH HAS A

LONG-TERM BENEFIT FOR THEIR BUSINESS

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ARTRAGE INC

2020 IMPACT REPORT

VISITOR GROSS EXPENDITURE In this section are the calculations made in order to estimate

Of the audience surveys collected, the vast majority were

the gross expenditure by the Festivalâ&#x20AC;&#x2122;s audience, a key

completed by visitors who lived in the Perth metropolitan

component of the economic impact of FRINGE WORLD Festival.

area (95%).

LOCATION

NUMBER

%

701

15.5%

3586

79.1%

Elsewhere in Western Australia

179

3.9%

Elsewhere in Australia

42

0.9%

Overseas

26

0.6%

City of Perth Elsewhere in the Perth Metropolitan Area

DAY VISITOR VS STAYING VISITOR TYPE OF RESPONDENT Day visitors (from City of Perth) Day visitors (from elsewhere in the Perth Metro Area)

% 14.1% 76.4%

Day visitors (from outside Perth)

2.6%

Staying visitors (from City of Perth)

0.4%

Staying visitors (from elsewhere in the Perth Metro Area)

3.9%

Staying visitors (from outside Perth)

2.6%

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

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

TOTAL AVERAGE DAILY SPEND

City of Perth

$89

Elsewhere in the Perth Metropolitan Area

$88

Elsewhere in WA

$207

Elsewhere in Australia

$240

Overseas

$262

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

88


ECONOMIC IMPACT

NUMBER OF DAYS / NIGHTS ATTENDED LOCATION

AVERAGE NUMBER OF DAYS ATTENDED

City of Perth

6.2

Elsewhere in the Perth Metropolitan Area

4.8

Elsewhere in WA

4.0

Elsewhere in Australia

3.7

Overseas

5.4 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.

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

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 just shy of $58 million, with 75% spent by Perth-based day trippers to the Festival. This is only fractionally lower than 2019â&#x20AC;&#x2122;s figure of $58.5m.

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 168,561 for purposes of economic impact analysis.

ESTIMATED TOTAL GROSS SPEND TOTAL VISITORS

AVERAGE DAYS

AVERAGE SPEND PER DAY

ADDITIONALITY ADJUSTMENT

TOTAL SPEND

% OF OVERALL SPEND

City of Perth

20,750

6.2

$89

33.7%

$7,591,251

13.1%

Elsewhere in the Perth Metropolitan Area

136,777

4.8

$88

25.3%

$43,157,630

74.4%

Elsewhere in Western Australia

8,093

4.0

$207

20.7%

$5,313,896

9.2%

Elsewhere in Australia

2,019

3.7

$240

39.3%

$1,088,273

1.9%

922

5.4

$262

36.8%

$824,410

1.4%

LOCATION

Overseas TOTAL

168,561

$57,975,460

ESTIMATED NUMBER OF VISITOR BED NIGHTS To calculate the estimated visitor bed nights we take the unique visitor numbers and multiply it by the average days/nights attended.

CATEGORY

AVERAGE NUMBER OF BED NIGHTS

Audience

44,821

Performers

20,418

Staff and volunteers

3,857

TOTAL

69,096

Total Visitor bed nights from outside of WA bed nights

34,228

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ARTRAGE INC

2020 IMPACT REPORT

PERFORMER EXPENDITURE From originally having 145 visiting international and interstate

To approximate the expenditure of performers from Perth Metro

performers and production personnel in the first year of the

area, we use the box office payments made to local performers

Festival, this number has grown steadily over festivals to 1,072

as well as fees paid to Perth artists for contributions to free

participating visitors in 2020.

programs. Since these performers are Perth-based, we have assumed that the bulk of their fees generated through the

Over the years we have steadily been increasing average

Festival will end up being spent in the Perth economy. As this

travelling Artist season lengths to help ensure they get the

revenue has been included in the FRINGE WORLD expenditure

most out of their FRINGE WORLD festival stints. Based on the

figures they are not considered further here.

average stay of 17.5 nights per intrastate participant, 15.9 nights per interstate participant and 22.2 nights per international

Based on our participant survey data, we calculate average

participant, visiting Festival participants spent an estimated

daily expenditure for intrastate artists at $221, interstate artists

20,418 nights in Perth during their stay in 2020. This is 28%

at $187 and $172 for international artists. These figures are in-

higher than the 15,891 figure of 2019.

line with those used by the Australian Department of Resources, Energy and Tourism to calculate tourism expenditure.

We look at expenditure by four different categories of performers: local performers from within Perth Metropolitan

Travel expenditure for performers is not included in estimated

area, performers from within WA (intrastate), performers from

performer expenditure, since the bulk of this expenditure will be

elsewhere in Australia (interstate) and those from outside of

on travel from elsewhere in Australia or from overseas, accruing

Australia (international).

to airline and travel operators based outside of Perth.

VISITING PERFORMER EXPENDITURE CALCULATIONS TOTAL NIGHTS/DAYS

TOTAL AVERAGE DAILY SPEND

TOTAL EXPENDITURE

n/a

n/a

n/a

Elsewhere in Western Australia

2,433

$221

$537,693

Elsewhere in Australia

6,885

$187

$1,287,495

Overseas

11,100

$172

$1,909,200

TYPE OF PERFORMER Perth

TOTAL VISITING PERFORMER EXPENDITURE

20,418

$3,734,388

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

$2,610,445

Total expenditure on staff

$6,391,774

Total expenditure on festival office costs

$468,560

Other expenditure related to staging the festival

$1,210,967

TOTAL

90

$10,681,746


ECONOMIC IMPACT

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 $72,391,594.

SOURCE OF EXPENDITURE

AMOUNT

Audience

$57,975,460

Performers

$3,734,388

Organisers

$10,681,746

TOTAL GROSS EXPENDITURE

$72,391,594

VISITOR GROSS EXPENDITURE VS TOTAL GROSS EXPENDITURE Calculated gross expenditure totals for FRINGE WORLD Festival 2020 is almost equal to last year. The past few year’s balance of expenditure sources is maintained this year. As per previous years, it is clear that the Festival’s economic impact is primarily generated by the audience. In terms of gross expenditure, 80% ($58m) is accounted for by the audience. The performers, contribute 5% ($5.2m) of the total with the organisers accounting for the remaining 15% ($14.8m). TYPE OF RESPONDENT

TOTAL 2019 SPEND

% OF OVERALL SPEND

TOTAL 2020 SPEND

% OF OVERALL SPEND

City of Perth + Perth Metropolitan Area

$51,600,507

88%

$50,748,881

88%

Elsewhere in WA

$5,291,060

9%

$5,313,896

9%

Elsewhere in Australia

$1,168,879

2%

$1,088,273

2%

Overseas

$397,868

1%

$824,410

1%

TOTAL VISITOR EXPENDITURE

$58,458,314

81%

$57,975,460

80%

TOTAL GROSS EXPENDITURE

$72,090,895

$72,391,594

COMPARISON OF VISITOR GROSS EXPENDITURE WITH MULTIPLIER AS A PROPORTION OF TOTAL GROSS EXPENDITURE 2019 VS 2020 SOURCE OF EXPENDITURE INCLUDING GROSS VALUE MULTIPLIER EFFECT

TOTAL 2019 SPEND

% OF OVERALL SPEND

TOTAL 2020 SPEND

% OF OVERALL SPEND

City of Perth + Perth Metropolitan Area

$71,724,705

71%

$70,540,945

70%

Elsewhere in WA

$7,354,573

7%

$7,386,315

7%

Elsewhere in Australia

$1,624,742

2%

$1,512,699

2%

Overseas

$553,037

1%

$1,145,930

1%

PERFORMERS

$3,372,375

3%

$5,190,799

5%

ORGANISERS

$15,576,913

16%

$14,847,627

15%

TOTAL GROSS EXPENDITURE INCLUDING MULTIPLIER

$100,206,345

$100,624,315

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ARTRAGE INC

2020 IMPACT REPORT

MULTIPLIED TOTAL EXPENDITURE TOTAL GROSS EXPENDITURE

TOTAL GROSS VALUE ADDED (WITH MULTIPLIER)

$57,975,460

$80,585,889

Performers

$3,734,388

$5,190,799

Organisers

$10,681,746

$14,847,627

Total

$72,391,594

$100,624,315

SOURCE OF EXPENDITURE Audience

FTE JOBS FROM GROSS EXPENDITURE

2,214

INTRASTATE, INTERSTATE AND OVERSEAS VISITOR GROSS & MULTIPLIED EXPENDITURE Extracting the exclusive economic impact of visitors, both participant and audience, to FRINGE WORLD from elsewhere in WA, interstate and overseas is noteworthy when considering ‘new’ visitation to Perth metropolitan area, rather than total visitation to the City of Perth through the FRINGE WORLD Festival. Last year’s figure was $12,053,606 (or $16,754,512 with multiplier).

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

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

measure the knock-on effects of gross expenditure, since part

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

of the money spent in shops, on suppliers, etc. will then be re-

Gross Expenditure figure with multiplier (again in keeping with

spent by those shops and suppliers on other things, and so on.

ABS standards), to convert this expenditure into jobs created by the spending associated with FRINGE WORLD.

We therefore apply a Gross Value Added multiplier of 1.39, taken from Multipliers for Culture-related Industries by the National

These figures of $100.6m and 2,214 FTE jobs represent a 0.4%

Centre for Culture and Recreation Statistics of the Australian

increase compared to 2019’s totals of $100.2m and 2,205 FTE

Bureau of Statistics (ABS) . This takes the total multiplied

jobs generated in WA.

1

expenditure to $100,624,315. The individual multiplied figures are reproduced below.

1. Cultural Ministers Council: Cultural Data Online, ‘Multipliers for culture-related industries’, https://web.archive.org/web/20130426204508/http://culturaldata. gov.au/publications/statistics_working_group/other/multipliers_for_culture-related_industries, 23 June 2011.

92


ECONOMIC IMPACT

INTRA / INTER / OVERSEAS VISITOR (IIOV) EXPENDITURE CALCULATIONS TOTAL UNIQUE VISITORS

AVERAGE DAYS

AVERAGE SPEND PER DAY

TOTAL SPEND

Intrastate Audience

8,093

4.0

$207

$6,701,004

Interstate Audience

2,019

3.7

$240

$1,792,872

Overseas Audience

922

5.4

$262

$1,304,446

Intrastate Artist

139

17.5

$221

$537,583

Interstate Artist

433

15.9

$187

$1,287,439

Overseas Artist

500

22.2

$172

$1,909,200

TYPE OF VISITOR

TOTAL MULTIPLIED TOTAL

12,106

$13,532,544

1.39

$18,810,236

SPEND IN PERTH PER DOLLAR INVESTED FIGURE/RATION

AMOUNT

Total IIO Visitor Expenditure (IIOV)

$18,810,236

Total Gross Expenditure (TGE)

$72,391,594

Total Gross Value Added (TGVA)

$100,624,315

Investment by State of WA

$1,480,000

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

$12.71

Gross amount spend (TGE) per $1 invested

$48.91

Gross revenue generated (TVA) per $1 invested

$67.99

RETURN ON INVESTMENT IN FRINGE WORLD In terms of FRINGE WORLD as an investment, the following shows the Total Gross Expenditure and (multiplied) Gross Value Added for each dollar of investment by the State of Western Australia, equating to a ratio of 1:68, a decrease on 2019â&#x20AC;&#x2122;s ratio of 1:80.2.

FIGURE/RATION

AMOUNT

Total Gross Expenditure (TGE)

$72,391,594

Total Gross Value Added (TGVA)

$100,624,315

Investment by State of WA

$1,480,000

Gross amount spent (TGE) per $1 invested

$48.91

Gross revenue generated (TGVA) per $1 invested

$67.99

93


Fringe Central. Photo by Jarrad Seng.


ARTRAGE INC

FRINGE WORLD AWARDS FRINGE WORLD offers one of the most generous awards programs of any Fringe in the world and since 2012 has given over $300,000 to award winners with over $240,000 of that being won by WA Artists and Companies. FRINGE WORLD Awards are given to the best shows in each genre alongside a range of special awards, with winners receiving cash, development support and direct touring opportunities. FRINGE WORLD launched the Fringe Fund in 2017 as a means to encourage Fringe audiences to add microdonations to their Fringe ticket purchase. The Fringe Fund help artists shine through a range of support, development and presentation opportunities including the annual awards. Thanks to the generosity of audiences contributing to the Fringe Fund, two new awards were given in 2020: WA Producer and Variety Line-up Event.

96

2020 IMPACT REPORT


FRINGE WORLD AWARDS

THANK YOU FOR THE VAST OPPORTUNITIES MADE AVAILABLE TO ARTISTS AND PRESENTERS TO MEET, SUPPORT, CREATE AND KICK GOALS! - 2020. Nina, Love Simone. Simone Craddock.

Simone Craddock. Photo by Kaifu Deng.

97


ARTRAGE INC

2020 IMPACT REPORT

2020 FRINGE WORLD AWARD WINNERS MARTIN SIMS AWARD The Martin Sims Award is the top prize of the Festival, recognising the best new Western Australian work in the Festival that is destined to succeed on the world’s stage. The Award honours Martin Sims, an ARTRAGE Chairperson who contributed greatly to developing opportunities for WA creatives. Winner: Shahnameh: Songs of the Persian Book of Kings Presented by Kate Pass Kohesia Ensemble

THE BLAZ AWARD Presented to the best writing for performance by a WA writer. The Award honours George Blazevich, a celebrated Perth playwright who was loved dearly by the local Theatre community. Winner: 30 Day Free Trial Presented by The Blue Room Theatre Summer Nights, Andrew Sutherland & Charlotte Otton

CABARET AWARD Presented by Kleenheat Winner: Gender Blender Burlesque 2 Presented by Perth Drag Queens

CHILDREN’S EVENT AWARD

Winner: Gusset Grippers Presented by Elaine Miller WA Winner: The Bride Presented by The Blue Room Theatre Summer Nights and Nadia Collins

DANCE & PHYSICAL THEATRE AWARD Presented by K&L Gates Winner: (un)written · (un)heard Presented by Ellandar Productions & 45North Theatre WA Winner: In Cahoots Presented by April Vardy & Hannah Laurent

FILM & MULTIMEDIA AWARD Presented by Channel 7 Winner: RABBITHOLE // VR Presented by Mirage Mahal Pty Ltd

FREE & COMMUNITY AWARD Presented by Lotterywest Winner: Fr’Inglewood Presented by City of Inglewood

MUSIC & MUSICALS AWARD

Presented by City of Perth Parking

Presented by Nova 93.7

Winner: Game ON 2.0! Presented by Last Dodo Entertainment WA Winner: Magnus’ Explosion Laboratory 2: Electric Boogaloo Presented by Kids Cabaret

Winner: Nina, Love Simone - Simone Craddock & Adrian Galante Presented by Simone Craddock WA Winner: Welcome to the Jungle Presented by Perth Saxophone Rockers

CIRCUS AWARD

98

COMEDY AWARD Presented by Gage Roads Brewing Co.

VARIETY LINEUP AWARD

Presented by MadFish Wines

Presented by ABC Radio Perth

Winner: Sirqus Alfon – I Am Somebody Presented by THE RECHABITE AND SIRQUS ALFON WA Winner: Aria Presented by Kinetica

Winner: Bernie Dieter’s Little Death Club Presented by Dead Man Label WA Winner: The Little HOO-HAA! Presented by The Big HOO-HAA! & Lazy Susan’s Comedy Den


FRINGE WORLD AWARDS

$300,500 HAS BEEN AWARDED TO ARTISTS SINCE 2012.

THEATRE AWARD

SPIRIT OF THE FRINGE AWARD

Presented by Perth Theatre Trust

Presented by FRINGE WORLD

Winner: Waterloo Presented by The Blue Room Theatre Summer Nights and Bron Batten WA Winner: SLUTDROP Presented by PICA & Jacinta Larcombe

Winner:

INDEPENDENT PROGRAM AWARD Presented by FRINGE WORLD Winner:

VISUAL ARTS AWARD Presented by oOh! Media Winner: GANify: Funhouse Mirror Machine Presented by Perth Machine Learning Group + Perth Artifactory

James Berlyn

Sunset Veranda

INDEPENDENT VENUE AWARD Presented by FRINGE WORLD Winner:

Comedy Lounge Perth City

WA PRODUCER AWARD STREET PERFORMER & BUSKERS AWARD Presented by City of Perth Winner: Logy Logan Presented by Logy on Fire

CRITICâ&#x20AC;&#x2122;S CHOICE AWARD Presented by The West Australian Winner: L.I.A.R (Life Is A Rehearsal) Presented by Strut & Fret

ECU PERFORMING ARTS AWARD Presented by Edith Cowan University Winner: Adam Kelly for ARCO, Body Rights

WA EMERGING ARTIST AWARD Presented by FRINGE WORLD Winner:

Sian Murphy for BITE ME

Presented by FRINGE WORLD Winner:

Kathryn Preston

MELBOURNE FRINGE TOUR READY AWARD Presented by Melbourne Fringe Winner: SLUTDROP Presented by PICA & Jacinta Larcombe

ADELAIDE FRINGE TOUR READY AWARD Presented by Adelaide Fringe Winner (joint): Rabbithole // VR Presented by Mirage Mahal Pty Ltd Anna Piper Scott Queer and Present Danger Presented by Anna Piper Scott

SYDNEY FRINGE TOUR READY AWARD Presented by Sydney Fringe Winner: Split Lip Presented by GENDERMESS Productions

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ARTRAGE INC

2020 IMPACT REPORT

THE VIBE IS ALWAYS AWESOME, THE AUDIENCES ARE KEEN AS, AND WHAT A GREAT THING TO BE PART OF! WEâ&#x20AC;&#x2122;LL SEE YOU NEXT YEAR! - 2020. Impromptunes.

100

Little Death Club. Photo by Jarrad Seng.


REPORT METHODOLOGY

Report Methodology The compilation and analysis of the data for this Report is completed by ARTRAGE staff, as too is the design of this publication. The report methodology and survey questions that form the basis of this Report were initially developed with BOP Consulting UK in 2012. The primary source of evidence supporting the findings of this Impact Report are derived from surveys conducted between February - March 2020 including: · · · · · · ·

·

· · · ·

Online customer survey with 4,535 responses Intercept customer survey with 16 responses Online participant (artist) survey with 461 responses Online venue survey with 10 responses Online FRINGE WORLD Friends survey with 479 responses Online staff and volunteer survey with 321 responses Online business survey sent to a database of businesses located within the City of Perth with 23 responses Intercept business survey to a sample of Northbridge and Perth CBD hospitality businesses with 53 responses Online judge survey with 60 responses Online neighbours survey with 20 responses Online Outer Fringe (regional program) with 37 responses Rooftop Movies online survey with 1,151 responses

AUDIENCE CALCULATIONS The reported figure for attendance at ticketed and nonfree events in 2020 is 414,081. This is comprised of: • •

376,941 tickets processed through FRINGE WORLD ticketing systems. 30,196 tickets purchased on the door at the Festival venues including artist pass entries.

6,944 tickets purchased through other ticketing systems (such as for shows at the State Theatre Centre of WA, His Majesty’s Theatre, The Regal Theatre and Subiaco Arts Centre).

The reported total Festival attendance for 2020 is 829,000+ 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 Festival areas in the Perth Cultural Centre, Yagan Square, The Ice Cream Factory and Girls School alongside other Fringe hubs. There were 63 individual free programs and events during Fringe, including the City of Perth Power Hour, GANify: Funhouse Mirror Machine at Girls School, Perth Chinese New Year Fair, FRINGE WORLD Mermaids, FRINGE WORLD Silent Disco, Birak Concert 2020, Scarborough’s Under the Sky Sessions at Sunset Veranda, Bassendean’s Wonderland at WonderRealm, Kalamunda’s Karnival in the Hills, visual arts exhibitions, partnership activations and nightly free programs throughout the Perth Cultural Centre and 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 by external sources and in order to be conservative, the total attendance number is recorded as the lowest total of the projected attendance. The reported figure of 829,570+ total attendance is at the conservative lower end of the projected 829,570 904,304 range.

101


FRINGE WORLD

Principal Supporter

Principal Partner

Government Partners

Principal Hospitality Partner

Major Partners

Media Partners

&

Key Partners

Production & Supply Partners

ROOFTOP MOVIES

Associate Partners

GIRLS SCHOOL CINEMA


THANK YOU TO OUR AWESOME PARTNERS IN 2020!

Little Death Club. Photo by Johannes Reinhart.

Profile for Fringe World Festival

ARTRAGE 2020 Impact Report  

Non-for-profit registered charity ARTRAGE Inc. has revealed its first Impact Report, which provides social, cultural and economic insights i...

ARTRAGE 2020 Impact Report  

Non-for-profit registered charity ARTRAGE Inc. has revealed its first Impact Report, which provides social, cultural and economic insights i...

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