2019 ARTIST HANDBOOK - Sydney Fringe Festival
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2019 ARTIST HANDBOOK
CONTENTS
Vision and Welcome.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Key Dates.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
What is the Fringe?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Registration.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Venues. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Artist Opportunities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Ticketing and Settlement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Budgeting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Marketing and Publicity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Festival Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
The Business Side.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
DISCLAIMER
The information in this guide is correct at date of publication. All Artist resources are up-
dated as new information comes to hand. This document was created by Sydney Fringe
and may not be reproduced or copied without prior permission. Full ticketing terms can be
found at sydneyfringe.com and represent the most up to date conditions surrounding tick-
eting and terms.
ARTIST SERVICES SUPPORTED BY
2
VISION AND WELCOME
Welcome 2019 artists!
This year we are celebrating a decade of Sydney Fringe. That’s ten years of local stories, new
artists, activations, adventures and experiences. We have grown from a tiny indi arts festival
in the Inner West of Sydney to the largest Independent arts festival in NSW annually hosting
over 400 events across 21 postcodes during our 30 day festival. We truly are Sydney’s fringe
festival. This year we are gearing up for a massive year, pushing the boundaries of what we
can achieve further than ever before because we love our city and we love our artists.
Each September culture creators from all over the city join forces with us to demonstrate
the type of city they want to live in all year round. As an open access festival our program is
curated by our artists for our audiences. Providing an annual snapshot of how Sydney feels,
where we are and where we are heading.
Our Sydney is vibrant, experimental, expressive, playful, fun, creative, connected and
diverse. We look forward to a day when our creative communities are adequately resourced,
effectively supported and valued for the contribution they make to our great global city. Until
then we will continue to celebrate together each September as Sydney Fringe works with
our community to transform the landscape of our city into unique experiences not found at
any other time of the year. From activating unused buildings, unlocking hidden gems and
presenting major outdoor activations, the Sydney Fringe Festival connects you to the city in
new ways.
This is your city your way.
KERRI GLASSCOCK
Fesrtival Director / CEO
3
YOUR MAIN POINT OF
CONTACT
Charley Sanders
Artist and Venue Services
Manager
artists@sydneyfringe.com
0402 371 004
5 Eliza Street Newtown 2042
4
KEY DATES
ARTIST REGISTRATIONS 1 MAR
OPEN
FRINGE MANAGED VENUE 31 MAR
EXPRESIONS OF INTEREST
CLOSE
ARTIST REGISTRATIONS 31 MAR
CLOSE
MANAGED VENUE HIRE
AGREEMENTS ISSUED
MASTERCLASS 1: FUND IT 15 APR
MANAGED VENUE HIRE 30 APR
FEES DUE
BRANDING LOGO STRIPS 31 MAY
AVAILABLE
MASTERCLASS 2: SELL IT 3 JUN
MASTERCLASS 3: MAKE IT 15 JUL
PUBLIC LIABILITY AND 1 JUL
RISK ASSESSMENTS DUE
FOR FRINGE MANAGED
VENUES
PROGRAM LAUNCH PARTY 31 JUL
PRINTED GUIDE RELEASED 1 AUG
AND TICKETS ON SALE
SYDNEY FRINGE BEGINS 1 SEPT
ARTIST ADVOCACY ROUND- SEPT
ABLES AND FORUMS
SYDNEY FRINGE FESTIVAL 30
AWARDS SEPT
5
WHAT IS THE SYDNEY FRINGE? The Sydney Fringe is an open access arts festival, the largest independent arts festival in NSW. Open Access means that anyone can put on a show as part of the festival in September. There is no selection process and the main festival program is not programmed or curated. The Sydney Fringe does not produce any shows that register through our system. We are here to provide you with the resources, support and exposure necessary to make your show a success. The Fringe does produce a few large scale public events, as well as working with with our partners on some of our festival hubs, to bring the city to life throughout September, and make sure everyone knows Fringe is happening. We also use our status as NSW’s largest independent arts festival to advocate for the needs of artists in Sydney. Over the past five years, under the directorship of Kerri Glasscock, the Sydney Fringe team have enabled new open access spaces for artists year round, modeled pilot programes including partnerships with retail, business and government (which keep your costs down), and tirelessly represented the challenges faced by artists to your elected officials. This year is marks a decade of Fringe. In 2019 we want to celebrate with you the achievements of the past decade, and bring our artistic community together to decide what change we want to advocate for in the next decade.
WHY BE A PART OF SYDNEY FRINGE IN 2019?
YOUR CITY YOUR WAY
Join us in building a vibrant cultural offering by
demonstrating the possibilities across our 30-day
festival.
Our audiences and artists love new work and
new experiences
The Sydney Fringe is a great platform to try
out new or experimental work or work in
development. Our audiences are open and willing
for something a little different so use the fringe as
an opportunity to develop, test and explore your
work. Expanded footprint- 21 postcodes
The Sydney Fringe, once a small humble festival in
New artists
the Inner West of Sydney now spans 21 postcodes
The Sydney Fringe is constantly attracting new across Sydney’s North, East, South and West,
artists from a variety of backgrounds, mediums giving you greater access to a variety of venues as
and skills. Use the Sydney Fringe as a great way well as an ever increasing audience.
to increase your network making new connections
New audiences
with artists and industry professionals.
We have an audience of tens of thousands of
Multi art forms
Sydney siders that visit the Fringe every year
The Fringe is genre fluid and a platform for all looking for new work and new experiences. Put
artforms. We don’t believe in boxing you in, your art in front of a whole new audience from all
allowing you to tag your work with a variety of over Sydney.
genres as well as giving you access to artists and
audiences from the full spectrum of artforms Activating space
and mediums. We also support sepcific genres We are working all year round to find and activate
and their needs by creating hubs for both Dance new, under-used and unused space throughout
and Circus and Physical Theatre, following their our enormous city. Making sure you have access to
success last year. anything from small cabaret rooms to giant empty
warehouses, for your traditional to site specific
Open access
needs.
The Sydney Fringe looks to remove as many
barriers to getting your art out there as we can. Brand value and reach
We are open access, which means we don’t curate The Sydney Fringe Festival is growing and
the festival, so if you can put a show on we’ll put audiences know we’re here in September. Be part
you in the program. of the noise.
Career pathways/development
Use the Fringe as an opportunity to set goals,
push yourself with new deadlines, to get in front of
industry and gain access to our growing range of
awards, offering new courses, supported touring
opportunities and industry mentorship.
We are more than just a festival
We are committed to year-round advocacy work
to grow and strengthen the culture and night life
of our city. Join us as we invest in the cultural life
of our vibrant home.
2018 SNAPSHOT
402
HOSTED SYDNEY FRINGE
EVENTS IN 2017
1304
INDIVIDUAL SESSIONS OVER 30 DAYS
(23% INCREASE FROM 2016)
Premieres
82%
SYDNEY PREMIERES
59%
WORLD PREMIERES
66%
AUSTRALIAN PREMIERES
Performance
experience of majority of
artists in each event
26%0-5 YRS
44% 5-10 YRS
29%10+ YRS
REGISTRATION
REGISTRATION PROCESS The Sydney Fringe endeavors to ensure that
everyone who wants to put on a show can find a
The Sydney Fringe is an open access event. The
suitable venue. If you already have a venue great,
process to register and communicate with the
if you need help finding a venue we’re here to
festival and the venues happens mostly in a
help.
custom built online environment designed
specifically by the Sydney Fringe for our artists. YOU’RE THEN BLOCKED FROM GOING ANY
We did this to make things as automated and easy FURTHER UNTIL YOUR VENUE IS CONFIRMED.
as possible for you. Whether your venue ends up being a Fringe Hub,
You will need to consider your answers carefully a registered venue or a venue you found yourself,
as the information will be used to populate your once your venue has confirmed your event, the
event page when the site goes live to our ticket final Steps of the online system will open up.
buying audience. THERE’S MORE INFORMATION ABOUT THE
Our EVENTOTRON portal makes it much easier THREE VENUE OPTIONS UNDER THE VENUES
to connect with other national and international SECTION OF THIS HANDBOOK.
festivals when you’re thinking about taking your STEP 4: Sessions
show on the road. Most importantly, it’s easy to
By now, you will have discussed your contract and
use.
fees with your venue and can enter in the Session
STEP 1: Create an account + create an event (dates and times) that you have agreed on as well
Once you have registered with your email address, as ticket categories and prices.
you will be sent a password to your email. Use that THERE’S MORE INFORMATION ABOUT
password to login to EVENTOTRON. Once logged HOW TO PRICE YOUR TICKETS UNDER THE
in, click + ADD EVENT. TICKETING AND SETTLEMENT SECTION OF THIS
STEP 2: Enter Producer and Show Details HANDBOOK
This is where you tell us about you and your event. STEP 5: Festival Guide
We’ve kept the questions as simple as possible You’ll be able to upload your final copy and
and you’ll be guided through the process with imagery for the Festival guide and see a LIVE
progress bars in each section. PREVIEW of exactly how your listing will appear in
STEP 3: Enter Venue Requirements and Pay Par- the guide!
ticipation Fee STEP 6: Approval + Sign-off
The Venue Requirements section is where you In Step 6 you will be able to sign off on your event,
provide us with information about your venue, or approve how it will appear in the guide, and sign
what you need in a venue. the ticketing conditions.
The final question of the Venue Requirements lets
you read and sign on to the 2019 Event Presenter
Terms and Conditions. INTERNATIONAL PERFORMERS
Once you’ve provided all your event and venue The Sydney Fringe welcomes International
needs and paid your participation fee your event Performers. The Registration process is the same
is officially a part of Sydney Fringe 2019. as for a local performer, but you will be required to
answer a few more questions relating to financials
In 2019 the Venues page gives you three options: and taxation (For further information refer
BYO Venue: You can let us know that you have “Ticketing and Settlements”)
secured your own venue and be linked with them If you are an international performer, you are
in the system, responsible for ensuring that your have the correct
Fringe Hubs: You can apply for a place in a Fringe Visa’s to perform in Australia. The Sydney Fringe
Hub, can offer limited support in the area of Visa’s.
Please contact artists@sydneyfringe.com for
Or
further information.
Venue Matching Help: We can help you find a
venue.
10EVENT GENRES AND OTHER TAGS
When you register your event you’ll need to select from the following genres:
PHYSICAL THEATRE
THEATRE VISUAL ARTS FILM
& CIRCUS
DANCE MUSICAL THEATRE
MUSIC FRINGE KIDS
& CABARET
SPOKEN WORD WORKSHOPS
COMEDY & POETRY & TALKS
This year, we have a focus on accessibility for diverse audiences, and accessibility to diverse stories.
You’ll also be asked to select if your event includes any of the following access options, or subject
matters. The access tags will be visible through the ticketing system along with genre tags, while the
story and content information allows us to better understand your show:
STORIES AND
ACCESS TAGS
CONTENT
Culturally and Linguisti-
Wheelchair Accessible
cally Diverse People
Auslan Interpreted Per-
Indigenous Australians
formance/s
Audio Described Per- People With A Variety
formance/s of Abilities
Relaxed Performance/s LGBTIQ People
Older People
Younger People
Women
Men
11PARTICIPATION FEES
Our 2019 fees are:
1-3 SESSIONS 4-6 SESSIONS 7+ SESSIONS
PERFORMANCE $268 $397 $491
VISUAL ART $268
Participation fees are GST free
Participation fees are non-refundable. Please think carefully about the amount of sessions you select.
What does my fee get me?
• An event listing/tile in the Sydney Fringe printed guide (40,000 distributed in 2018 throughout
metropolitan Sydney and beyond)
• A unique show page with ticket buying click-through on the Fringe Website sydneyfringe.com
• Ticketing and box office management provided by the Sydney Fringe
• Access to discounted advertising through Fringe Sponsors where possible
• Free access to all Artist Masterclasses and Artist Advocacy Forums
• The potential to be highlighted in Fringe features and advertising, in media partner publications
and online, where possible
• Artist Passes - access to see most shows for free, food and drinks. Discounts at a range of Fringe
venues and more goodies to be confirmed. Events for which the artist passes can’t be used will be
published on the Sydney Fringe website in August.
• Discounted / Free access to training and fitness with a range of Fringe partners, including Legs on
the Wall.
• Eligibility to be considered for a Fringe Award
• Access to touring networks
• Access to ticketing promotions
• Inclusion in ‘what’s on this week’ Social Media promotion
•
Please note: Artists are responsible for all of the presentation, production and marketing costs relating
to their events.
Your event is not official until payment of the participation fee is received.
12VENUES 13
THREE WAYS TO FIND A VENUE
There are now three ways you can go about finding the perfect space for your show:
BYO VENUE APPLY TO A FRINGE HUB
If you know what venue (or venues) you want to The Sydney Fringe and our partners manage
perform in, we encourage you to contact them several venues during the festival.
directly and book it in!
Fringe Hubs are venues managed by the Fringe
On our website you’ll see a list of venues who’ve and our partners, such as Legs On The Wall, The
expressed interest in hosting fringe acts, and after Old 505, PACT and Actors Centre Australia. Artists
Step 3 in Eventotron you can see more details programmed in these venues will be charged a
about those venues and apply directly in the straight venue hire fee and will receive 100% of
system. We suggest you also give them a phone box office less any other applicable charges, and
call directly to open lines of communication. GST if applicable.
In these cases your main point of contact for In 2019 you can apply to a specific Fringe Hub in
anything venue related is the venue manager. EVENTOTRON.
Fringe can of course support you if needed, but
your event will be subject to a direct agreement
between the artist and the venue in regard to 2019 FRINGE HUBS
venue hire. • THE EMERGING ARTISTS SHAREHOUSE
Depending on the venue, a number of hire (Erskineville Town Hall)
structures may exist. Some of these include: • TOURING HUB (The Old 505, Newtown)
1. Straight Hire - Venues charge a fixed at rental • LEGS HUB (Physical Performance at Legs
per week On The Wall, Lilyfield)
2. Box Office Split - artist and venue split the box • AERIALIZE HUB (Community Circus Hub)
office takings to account for venue hire
• DANCE HUB (ACA in The Italian Forum,
3. Straight Hire / Box Office Split - venue charges Leichhardt Wks, 1 & 2)
a cheaper rental fee plus a share of box office
• GRADUATE HUB (ACA in The Italian
(e.g. 10 or 15% of box office)
Forum, Leichhardt, Wks 3 & 4)
4. No Venue Hire – Some might offer you the
• FRINGE KIDS (ACA ACA in The Italian
venue for free. There may still be charges
Forum, Leichhardt, Wks 3)
for tech, equipment, staff etc. Some venues
will waive venue hire for events they feel will • EXPERIMENTAL HUB (PACT, Erskineville)
generate other revenue streams e.g. a bar. • QUEER HUB (Red Rattler, Marickville)
If the venue you want to perform in hasn’t • + UP TO 10 SPACES IN HUBS AROUND
registered with Fringe you can still approach THE CBD AND INNER EAST TBC
them and perform there. Just note that this year
the venue manager will need to register in the
Eventotron system – it’s a quick easy process (like
a simpler version of the artist’s registration) and
they can do this in April if you’re still figuring out
the details during your registration.
If you’re not sure which is the best option for you: we’re here to help! After registering, apply to the
‘venue’ called VENUE MATCHING ASSISTANCE. Our Artist Services team will give you a call to discuss
your show and will recommend a venue – it might be a Fringe Hub or a registered venue. We’ll then
work with you to start a relationship with the venue and secure your season.
If you ever need assistance or want advice on the new venue process give us a call on the Artist
Services Mobile 0402 371 004
14ARTIST
OPPORTUNITIES
15E-BULLETIN & OPPORTUNITIES This year we’re expanding our artist pass
programe – so you get more bang for your
You’ll receive regular bulletins with key deadlines,
registration buck.
new opportunities and extra support for all those
nuts and bolts along the way. They will be sent Free Rushtix:
straight to your inbox so read them carefully and If there’s an empty seat at a Fringe show, you can
stay in the loop. fill it for free as a Fringe registered artist. This is
This year we’ll also keep in touch by text message our way of helping artist to support each other
– so that if something’s really important or exciting and to experience the work the Fringe artistic
there’s no chance of it getting lost in a crowded community is making. It is a simple process.
inbox or junk folder. Just turn up before the show and if there is an
available seat, it’s yours.
AWARDS Food and Drinks Discounts:
Thanks to our friends at Young Henry’s, you have
Judged by an industry panel of judges, awards for
access to a range of discounts on food a drinks at
genre excellence are presented on the last day of
venues around the city, and especially at lots of
the Festival.
Fringe venues. Check the website for more details
In addition to genre excellence awards, all closer to the festival.
registered events are eligible to be considered for
Conditions of use:
touring awards including :
• Your pass will only be issued once - they
• Melbourne Fringe Tour Ready Award cannot be replaced if stolen or lost
• SYNZ Award (with NZ Fringe) • The pass is not transferable and photo ID may
• Perth Fringe World Award be requested.
• San Diego International Fringe Festival Touring • If you are suspected of sharing your pass it
Award (USA) will be revoked for the duration of the festival.
This decision will be at the sole discretion of the
• Brighton Fringe Award (UK)
Sydney Fringe management.
Also for the first time this year, we will announce
• You must comply with the Front of House and
award nominees on a rolling basis through
Box Office policies of the venue you are attending.
the festival. Judges will submit assessment
from the prior week each Thursday. On Friday • Events for which Artist Passes cannot be used
we’ll announce the nominees for that week in for entry will be published on the Sydney Fringe
each category in an e-mail blast to our over 10 website.
thousand subscribers - giving nominated shows • Collection times for artist passes will be
a marketing push, and great talking point to crow advised in artist newsletters
about heading into the weekend.
• Artist passes will be available from the Sydney
The weekly nominees will then become the Fringe office from August 2019, times will be
shortlist for the final awards, to be held on advised in artist e-bulletins.
September 30th.
ARTIST PASS
16PRODUCER MASTERCLASSES AND NETWORKING
NIGHTS - FUND IT. SELL IT. MAKE IT.
A 3-part Masterclass series presented in partnership with NIDA is designed
to provide detailed hands-on advice to guide you through producing
your event. We will provide you with additional printed resources, worked
examples, and an opportunity to ask questions and hear from guest
industry experts. The masterclasses align with key festival dates to provide
the support you need as you work toward target deadlines.
And why stop there? We’re hosting all masterclasses in one easy to get to
location. Each masterclass will be followed by the opportunity to network
with other artists over a drink from the bar.
The National Institute of Dramatic Art (NIDA) is pleased to continue our
partnership with the Sydney Fringe Festival which this year as the o cial
partner of the festival’s Producer Masterclass Program, in addition to
the sponsor of the Emerging Artist Hub. Through this partnership, NIDA
continues to play a profound role in empowering Australia’s storytellers and
cultural leaders. - NIDA
1
FUND IT
Fundraising and Budgeting
When: Monday 15th April, 6-8pm
Where: Old 505 Theatre, 5 Eliza Street Newtown
Successfully managing a budget is essential to producing arts events. This
workshop will guide you line-by-line through your budget, give you tips for
reducing your costs and optimising your revenues, and leave you feeling
confident about the financial control of your project.
This workshop will also help you to create a funding strategy by taking an
in-depth industry look at your funding options. We’ll take a detailed look at
Sponsorship, partnerships, grants, private giving and crowd-sourcing.
Key Ideas: EXPENSES, REVENUE, CONTINGENCY, ARTIST FEES, TAX
AND LEGAL OBLIGATIONS, RECORD KEEPING, SPONSORSHIP, GRANTS,
PHILANTHROPY, FUNDING STRATEGY, CROWD-FUNDING
172
SELL IT
Marketing, Publicity + Social Media
When: Monday 3rd June, 6-8pm
Where: Old 505 Theatre, 5 Eliza Street Newtown
We’ll equip you with Marketing essentials and focus on creating a marketing
campaign and creating strong marketing collateral.
Learn how to sell your event to media and the press. Create effective
publicity kits and generate audiences through a range of strategies.
Having a successful social media campaign is essential to standing out in the
Fringe. With most Arts audiences online, you need to know where to post,
how to post and what will get you the right attention
Key Ideas: MARKETING STRATEGY, ADVERTISING, IMAGERY, COLLATERAL,
PUBLICITY, PRESS RELEASE, REVIEWS, EDITORIAL, RADIO, SOCIAL MEDIA
PLATFORMS, MEDIA ‘STORIES’, MOVING IMAGE, FACEBOOK, TWITTER,
INSTAGRAM, WEBSITE, BLOGS
3
MAKE IT
BARE-BONES LIGHTING,
SOUND, DESIGN AND
DIRECTION
When: Monday 15th July, 6-8pm
Where: Old 505 Theatre, 5 Eliza Street Newtown
How do you create bold and exciting work on limited budgets and in pop-
up, low infrastructure or immersive spaces? This production 101 Masterclass
is hosted by expert teachers in design, sound, lighting and direction. Learn
some trade secrets, be inspired by some out-of-the-box ideas and embrace
bare-bones and low-fi performance and the doors it opens rather than closes.
Key Ideas: BARE-BONES PERFORMANCE, LIGHTING DESIGN, SET
DESIGN, SOUND DESIGN, EQUIPMENT FOR LOW-FI SPACES, IMMERSIVE
PERFORMANCE, SITE-SPECIFIC PERFORMANCE, DIRECTING IN UNUSUAL
SPACES, TRAVERSE PERFORMANCE, IN THE ROUND PERFORMANCE.
18Become your creative best Acting – Costume – Cultural Leadership – Design Directing –Musical Theatre – Props – Production Scenic Construction – Writing and more → Master of Fine Arts → Bachelor of Fine Arts → Vocational Diplomas → Part-time studio courses → Weekend courses → Evening courses Join the creative community at Australia’s leading institution for dramatic arts education and training. nida.edu.au Higher Education Provider ID: PRV12052 CRICOS Provider Code: 00756M RTO Code: 90349
TICKETING AND
SETTLEMENT
20FEES AND CHARGES
WHAT FEES DO CUSTOMERS PAY?
WHAT DO YOU (THE ARTIST) PAY?
Customer Booking Fee
Artist Inside Charge
All tickets Sydney Fringe sells through
Sydney Fringe does not charge any inside
sydneyfringe.com and at Sydney Fringe manages
charges to registered artists for ticketing services.
venues are subject to a $4 customer booking fee.
However this year, in service of our Audiences, the
These fees are payable by the customer at the
advertised ticket price will include the customer
point of sale, but this year the booking fee should
booking fee.
be included in your advertised price.
Last year our audiences told us that including fees
in advertised prices was their main priority for
improving the booking system – they’re happy to
pay the fee, but they don’t want to do maths!!
There’s also a small credit card fee of 2% (GST
Inclusive) per ticket sold online. Keep this on the
‘outside’ (not included in the advertised price),
because it fluctuates between price points.
BREAKING IT DOWN TO ACCURATELY SET YOUR TICKET PRICE
The Customer Booking Fee should be passed on to the customer and not incurred by you!
Making art can be expensive and audiences appreciate this.
Using an average of 30% capacity houses over your season is a good guide when working out what box
office you need to recoup in order to break even with your projected income.
The average ticket prices at the 2018 Sydney Fringe Festival were around $22 Adult and $16 Concession
before fees. Usually Group and Preview ticket prices are similar to Concession tickets (there’s more info
on budgeting later in the handbook).
The price you advertise on your flyer and poster should be the same one you advise us of THE PRICE,
that we print in the Fringe Guide and put on the website.
As most Sydney Fringe artists are NOT registered for GST, the Sydney Fringe will need to retain this
amount to pay to the government on your behalf.
Also remember that the government and banks charge GST and Credit Card fees as percentages. This
can make for messy ticket prices, so we recommend rounding up, which has the added bonus that you
make a few cents extra per ticket!
Ticket price is entirely up to you, but if you’re wondering what to charge below are some
recommendations, and a breakdown of what you will actually receive per ticket.
See table on the next page.
21TICKET PRICE BREAK DOWN
YOUR PRICE + GST + CUSTOMER INCOME ADVERTISED + CREDIT FINAL PRICE
TICKET FEE REQUIRED PRICE CARD FEE
What you +10% +$4 What you THE PRICE IN +2% What the
need to make charge inc. THE GUIDE customer pays
in the end fees
AN EXAMPLE OF A BIGGER MORE EXPENSIVE SHOW:
You need to make at least $25/ticket on average.
Go a couple of dollars over for Full Price and a couple of dollars Under for Concession.
Full: + $2.80 + $4.00 $ 34.80 $35 + $0.70 $ 35.70
$28
Concession: + $2.20 + $4.00 $ 26.20 $27 + $0.54 $ 27.54
$22
AN EXAMPLE OF A SMALLER SHOW: You need at least $20/ticket on average.
Go a couple of dollars over for Full Price and a couple of dollars Under for Concession.
Full: + $2.30 + $4.00 $ 29.30 $30 + $0.60 $ 30.60
$23
Concession: + $1.70 + $4.00 $ 22.70 $23 + $0.46 $ 23.46
$17
NB: If you are not registered for GST, your settlement (ie. what you received for ticketing income) will be
GST exclusive.
PRICE CATEGORIES
The Sydney Fringe has set the ticket categories that you will be able to select when inputting
ticket prices in the registration system. Please note that your event does not need to include all
price categories.
PREVIEW CONCESSION
Discounted tickets for any sessions prior to Priced lower than a standard adult ticket, and
the official opening of your season. Ticket applicable for holders of concession cards
price should be set lower than the normal (pensioner, senior, student, unemployed).
adult ticket and be the only price available
for the performance.
ADULT ALL
A standard ticket price category that should If you are only charging one price for all
be applied to all sessions except previews. tickets. It should be the only price you add.
CHILD GROUPS 6+
A discount for groups booking more than 6
For children 12 years and under who will
tickets, set lower than an adult ticket price.
occupy a seat. Children 2 years and under
Tickets must be purchased in one transaction
are free on lap.
for discount to apply.
22COMPLIMENTARY TICKETS SETTLEMENT
This year we are giving you the power to manage Sydney Fringe utilises services of I Wanna Ticket
your own comp tickets. Each show will be given (IWT) to manage ticket sales. IWT commit to
a unique discount code that will allow you to settle to the Sydney Fringe within two weeks of
remove all costs associated with as many tickets each event conclusion. Settlement is contingent
as you like through the Sydney Fringe Buy Tickets upon receipt of funds from IWT.
page . Please make sure that these comps are
Settlement of your ticket sales should be
entered in prior to the 5pm ticket sales cut off for
completed within four weeks of your last
each day.
session/performance, provided that all required
documents and information have been provided.
RUSHTIX This includes:
For last minute ‘bums on seats’ you can offer • Your end of season artist survey (this
discounted rushtix to your show on a performance document is incredibly important for our
by performance basis. You can set your Rushtix at advocacy work and reporting. It doesn’t take
whatever price you like. long!)
Rushtix will be available for purchase from 11am on • A written record of Door Sales for your
the day of the performance only. performance/s (This does not apply to
For Rushtix to be entered in our system, you will Producers performing in Sydney Fringe
need to email our Box Office Coordinator by 3pm, Managed Venues).
the day before the performance for which you • A valid and active ABN or a Statement by
would like Rushtix activated. a Supplier, your GST status, bank account
You are able to activate Rushtix in advance, for number, name and BSB. These details should
example for all of your performances, but they will be provided during the registration process.
only appear from 11am on the day of each session.
GST
To activate Rushtix, email our Box Office If you are not registered for GST, your Settlement
Coordinator at boxoffice@sydneyfringe.com will be GST exclusive.
from 15th Aug 2019.
INTERNATIONAL PRODUCERS
PERFORMING IN AUSTRALIA
TICKETING DATES
International Producers must be aware of the
15th July - Some early-release tickets to Fringe taxation requirements and laws for performing
Partners and earning income in countries where they are
1st August - Tickets on sale to the general public not citizens. The Sydney Fringe reserves the right
to withhold or deduct tax from the Settlement
SALES AND DOOR LISTS of international producers, in accordance with
Australian taxation legislation and international tax
Producers will have access to sales reports and
agreements.
door lists from 1 August 2019 when ticketing goes
live During the Registration process, you will be
required to answer questions relating to your
Country of Residence and whether you are
carrying on a business in Australia – this will
impact the manner in which The Sydney Fringe
applies tax to your Settlement.
We strongly advise that you seek advice on this
as early as possible, so that there are no delays in
Settlement.
23Sydney Fringe will charge a fee of $30.00 per
transaction to transfer/make payments into a
foreign bank account.
SETTLEMENT PROCESS STEPS
Once all sessions / performances are completed:
1. Producer to email the Artist Services Team
(artists@sydneyfringe.com) a written record if
door sales for your performances.
2. Sydney Fringe prepare a detailed Settlement
Statement showing the total ticket sales
less customer booking fee and any other
applicable charges.
3. Sydney Fringe emails the Settlement
Statement to the Producer, which includes
the total amount owing/payable. Note. If
the Producer has an amount payable to the
Sydney Fringe, an invoice will be issued to the
Producer.
4. Producer to review the settelment statment
and advise Sydney Fringe within the
nominated timeframe if any changes are
required.
5. Sydney Fringe will deposit the settelment
funds into the bank account nominated during
the registrtion process.
NB: Payments are made by the Sydney Frunge
periodically.
Failure to produce any outstanding
documentation by 30th November 2019 will result
in the Producer forfeiting their ticket revenue.
24BUDGETING
25Successfully managing a budget is essential to producing an event. Your chances of breaking even or
generating profit are significantly increased when you accurately estimate your expenses and potential
revenues. You will need a carefully thought through budget to ensure (and to prove to potential
backers and investors) that you can deliver on your vision.
Under taxation law, if you are earning an income from your event at Sydney Fringe, you are required
to have an ABN and quote this on Tax invoices issued to the Sydney Fringe and your venue. Visit www.
ato.gov.au for more information and don’t hesitate to contact our Artist Services Team to guide you in
the right direction with any enquiries.
The main aim of budgeting is to avoid any hidden or unexpected costs so that you can estimate, as
accurately as possible, your end position. There are many different costs and revenue avenues that you
should consider and these will significantly vary depending on the type of event, length of run, venue
and the level of your experience. Below is a basic budget template that provides a general outline of
the categories you should consider.
TIP: Baffled by budgeting? Attend our hands-on Fund It Masterclass, 15th April, held at The Old 505
Theatre.
BUDGET TEMPLATE
INCOME EXPENDITURE
BOX OFFICE PRODUCTION COSTS
NO: PERFORMANCES DEVELOPMENT/REHEARSAL
SPACE
AVAILABLE TICKETS
VENUE HIRE (PERFORMANCE)
AVERAGE TICKET PRICE
SET
EXPECTED CAPACITY
PROPS
COSTUME
TOTAL BOX OFFICE INCOME
LIGHTING
SOUND
AUDIO VISUAL
OTHER INCOME
TRANSPORT
SPONSORSHIP
RUNNING COSTS
CROWDSOURCING
BUMP IN/OUT CREW
FUNDING
GRANTS
PRODUCTION SUBTOTAL
PHILANTHROPY
OTHER
TOTAL BOX OFFICE INCOME
26MARKETING ADMINISTRATION
OPENING INVITES GROUP PERSONAL INJURY
INSURANCE
OPENING NIGHT CATERING
PUBLIC LIABILITY INSURANCE
PROMOTIONAL PHOTOGRAPHY
ADMIN COSTS:
ARCHIVAL
PHONE, POSTAGE, ETC
PHOTOGRAPHY
APRA LICENSE
ARCHIVAL VIDEO
PERFORMANCE RIGHTS
GRAPHIC DESIGN
ADVERTISING :
STREET PRESS ADMINISTRATION SUBTOTAL
ADVERTISING :
RADIO
SALARIES & FEES
POSTCARDS
CREATIVES & CREW
PROGRAMS: PERFORMERS
DESIGN & PRINT
OTHER
LIGHT BOX POSTER
DISTRIBUTION
SALARIES & FEES SUBTOTAL
PUBLICITY
OTHER EXPENSES
MARKETING SUBTOTAL CONTIGENCY (10%)
TICKETING & CREDIT CARD
CHARGES
BOX OFFICE SHARE (IF
APPLICABLE)
TOTAL EXPENDITURE
RESULT
27BREAKING DOWN SOME KEY EXPENSES
• Performance Venue Hire: The Fringe team will play an active part in matching events to the
right venue. It is essential to have a clearly defined contract with your venue and to understand
all the terms of that contract so that no unexpected expenses surface later in the game.
• Rehearsal Venue Hire: For many independent groups and producers, budgeting for a rehearsal
venue significantly impacts the bottom line. With few rehearsal venues in Sydney and higher
rates of hire, this cost could potentially take smaller companies into a financial loss. Think
outside the box here. Many indie shows are rehearsed in living rooms or unused residential
spaces. Is there a local business, say your local cafe, which you could ask to rehearse in at
night?
• Public Liability Insurance: It is a requirement of registration that all Fringe shows be covered for
Public Liability Insurance.
• Sydney Fringe Guide Advertising: This is an optional expense that allows companies/
groups to buy advertising space in the published Fringe Guide, 40,000 of which are printed
and distributed to potential audiences. All details for advertising options can be found at
sydneyfringe.com. This year we are offering artists affordable prices to advertise in our guide to
make your show stand out during the Fringe.
• Publicist: For larger or more established companies/artists, a Publicist is a very effective way
of ‘outsourcing’ publicity and press to an expert. Many smaller arts organisations or those with
short performance runs cannot afford these expenses. The Marketing section of this handbook
should equip you with all the necessary skills and knowledge to tackle this task.
• Contingency: It is important to budget for contingency as a buffer, should any unexpected
expenses arise. Generally speaking, contingency is budgeted at 5 – 10% (10% is recommended)
of total expenses excluding ‘Ticketing Expenses’
ESTIMATING TICKET REVENUE
For many independent arts events, ticket revenue is the largest source of income. Accurately estimating
ticketing revenue is important, to see if expenses will be covered or to see how much funding you will
need to raise from other sources.
As a general guide, here’s the basic maths on making sure your budget covers costs:
Start by assuming your sales will be around 30%, that way if you sell out you’ll have some left over for
ramen, and if you don’t you won’t take too much of a hit.
If you’re going to spend $2400 on all elements of your show, and you have no other income stream
your pricing matrix would look like this:
AVERAGE
NUMBER OF VENUE EXPECTED TICKET PRICE ESTIMATED
PERFORMANCES X CAPACITY X ATTENDANCE (%) X (IE YOUR TICKET = REVENUE
PRICE)
5 (E.G,) X 80 X 30% X $20 (E.G.) = $2400
Remember to take account of Fees when making your budget. So having arrived at this number add
those on. (see page 22)
If you head up to the table in Ticketing & Fees section you’ll see that for this example you’d want to set
your advertised ticket prices (including all fees) at around $30 Full Price and $23 Concession.
28FUNDING AND RAISING MONEY
Government Grants Sponsorship and Partnerships
Arts Grants are available on the national (Australia Finding corporate sponsorship can be time-
Council), state (Arts NSW) and local (council) consuming and requires patience, but is well
levels. The process of applying for a grant is worth it if you manage to secure some funds for
detailed and extremely time-consuming. For your work. The key to successful sponsorship is
independent artists who are working with tight be targeted with which potential sponsors you
time frames, it is essential that you are completely approach. Successful sponsorship is not a matter
eligible for a grant before dedicating time to of finding a company that you know generates
writing the submission. For Fringe events, it may profit and asking them for a donation. Instead, it
be worth considering development grants or is important to consider how your project relates
cross-arts grants. Also, consider applying for local to an organization, what the organisation gains
government funding if your projects meet the from supporting your project and what non-
criteria - City of Sydney and Inner West Council financial benefits you could offer your sponsor
for example both offer local council artist grants such as logo placement, a private screening, a
at various times of the year. managing director introducing a show etc.
It is also useful to consider what in-kind support
Private Donations / Philanthropy a corporate sponsor could provide, that is non-
financial support. Think about the content of your
Asking for money from your existing network of
work and what might be interest a sponsor.
contacts is an excellent way to build a small bank
of funding to get your project up and running. Sponsorship works best when it is targeted,
Private philanthropists may be supporters of specific and personal - pick up the phone and try
your past work and could include family and to meet face-to-face.
friends who are keen to support your project.
Philanthropy needn’t be a one-way street. Crowdfunding
Consider the ‘benefits/rewards’ you could offer
your patrons. These benefits could include Crowdfunding is a very effective way of raising
acknowledgement in your print and online media, some up front funding. Crowdfunding offers a
complimentary tickets to the event, a private great platform for friends, colleagues and family
performance for your patrons and special access to contribute while also reaching out to other
to an open rehearsal (to name a few). potential donors who might get excited by your
project.
Merchandise Popular Crowd-funding platforms include Pozible,
Indigogo and Kick Starter.
Merchandise could include the selling of your
show programmes, clothing (T-Shirts etc.), TIP: Want specific strategies for raising funding?
CDs, DVDs, high quality photographs or other Attend our ‘FUND IT’ Masterclass with expert
novelty items. Make sure to budget for the cost industry guests
of producing your merchandise when estimating
your merchandise profit margin. Also, ensure that
you meet all intellectual property requirements
- you should own all the design elements and
content of your merchandise.
29MARKETING AND
PUBLICITY
30STARTING WITH STRATEGY
PREPARATION
50% ART, 50% SELL It is crucial to create a marketing and publicity
For many independent arts companies and plan in advance – this will help push your event
groups, limited resources and limited people- forward and create exposure to your intended
power means that most attention often goes audience. Think about the following:
toward producing the art or event itself, at the •Target audience – Who are they and how can you
expense of a marketing and publicity effort. For best reach them? Are there specific communities
groups that don’t have the budget to employ that you need to tap into that you can access
a Publicist, the push to get the work ready by direct contact or through less conventional
sometimes comes at a cost. The most consistent channels? Make sure your audience isn’t too
feedback we have had from Fringe artists over broad, as the more specific, the more targeted
the past few years is that they felt that starting you can be. It is important to outline this from the
marketing and publicity earlier would have start, as it will impact the look and feel of all your
significantly increased their audiences, and marketing material, the type of venue, the time of
therefore their income. We strongly recommend your show and the cost of tickets,
that you start your marketing effort well in
•Publicist – will you engage one or go it alone?
advance of Fringe Month and that you dedicate
equal time to marketing your work as you do to •What marketing material do you need?
creating it. Promotional flyers and posters / digital or print
advertising / social posts?
MARKETING BASICS •What does your shows imagery look like? Define
Marketing is, basically, everything that you do your identity, as consistency is key.
as an artist or company to place and create an
•Do you need to engage contractors to make
interest with your potential audience, encouraging
this imagery professional, attention grabbing and
them to see your event over and above someone
depict your shows narrative? Graphic designer /
else’s.
Photographer – do you need one?
With 400+ shows Sydney Fringe, like any Fringe
•Write your press release – see “Getting others
festival world wide, does not have the ability to
to talk about you” for all your publicity tips and a
provide extensive marketing support for each
press release template to get you started.
and every show. It is important that you create
a marketing plan for August and September •What media outlets, agency’s or distribution
in order to gather the audiences you want. A businesses do you need to engage? What are
marketing strategy is key. their lead times and how do these work into your
timeline?
Why do I need to market?
•What is your budget? Split your budget between
• To create knowledge, intrigue and
your different marketing channels [posters / fliers
excitement about your event
/ paid advertising / social]
• To maximize the number of tickets sold
• To raise the profile of your work,
performance, artists, or company
• To form connections with like-minded
peers and potential networks
• To place you as an artist in front of
potential partners and sponsors
• To prepare you for future projects that
you may have in mind – documentation
of your work or performance in the form
of posters, flyers, photos, press clippings,
reviews, etc.
31YOUR VISUAL IDENTITY Moving image
We cannot stress enough how important it is to To compliment your imagery, a show reel, teaser
have great imagery and publicity photos. It will or behind the scenes footage is very useful for
be the best investment of your time and money. social platforms, for us as the festival promoter
This imagery can be used across your marketing to push, as well as press to pick up for digital
material and for press enquiries. Previous artists articles. If you have the ability and the funds to
have had their images used time and time again produce video it can be a worthwhile investment.
throughout the Fringe period, due to their eye-
catching and striking images that have appealed
CREDITING THE FESTIVAL
to press and media publications giving them
that extra publicity for free. A clear, intriguing, You want people to know you’re an official
professional image will sell your show better than participant of the Sydney Fringe Festival, and we
anything. Make sure you have a strong image and want them to know it too.
logo that work together in several different types All artwork must contain the Sydney Fringe
of collateral. See below for standard collateral Festival logo, with certain venues requiring
specifications. specific logos from partners. These logo strips
can be downloaded from the Sydney Fringe
website, artist info page, from May 31st.
When creating marketing collateral, keep in mind
what the purpose is. Different collateral has a The billing required by your contract applies to all
different purpose, and will be seen in different press releases and publicity materials.
environments. • For all festival productions, we require the
• Poster: Make sure all the show information following format:
is included, as well as the Sydney Fringe website [your producing entity], as part of Sydney Fringe
for tickets. Make sure the poster is eye catching, 2019, presents [Your Show]
even when sitting amongst a wall of other
• Or, in cases where producer billing follows the
posters. Keeping in mind that people may not
title, use the following:
have time to read lots of text, so keeping the
poster punchy and to the point is key. [Your show], produced by [your producing entity]
as part of Sydney Fringe 2019,
• Flier: People will be picking it up and have
more opportunity to read, adding awards and • You must use our FULL NAME in official billing
accolades or a short blurb about the show works – Sydney Fringe 2019 – on postcards, posters, etc.
well in this instance.
Always include www.sydneyfringe.com as the site
• An image that will sit with copy: Such for more information or for tickets. If you have a
as a press image or an image for the Sydney separate web address for your show, please direct
Fringe guide or website, keeping it clean of any people to it from the Sydney Fringe site rather
words, and letting the image speak for you will be than including it as the destination on your press
important. release.
• Digital ad: Keeping the size of the ad in
mind, and keeping copy to a minimum, with a
strong image, will be key, as these tend to be
small. Keep in mind that the purpose of this ad
is to make people click, with the ad most likely
clicking through to the ticketing page of your
show with detailed information.
32STANDARD COLLATERAL SPECS MARKETING COPY / BLURB
Flyer So, what’s a blurb? It is a short piece of copy
A5 / Postcard / DL that should encapsulate everything about your
300dpi event, and convince the reader to snap up those
jpeg/PDF tickets. Creating a good blurb is one of the most
important things in your advertising arsenal. Right
Poster after your artwork, the perfect blurb can mean
the difference between a sale and a pass.
A4 / A3 / A2
300dpi 1. People love stories.
jpeg/PDF Make sure your blurb contains details about your
story, even if it’s a thin one. Don’t just fill your
Image for the Sydney Fringe Festival guide blurb with accolades, awards, stars, etc. Those
490w x 360h pxl are great but ensure that there’s a story that the
300dpi reader finds compelling in your blurb.
jpeg/pdf 2. Let the people pick your words for you.
Hear how other people describe your work, and
Digital graphics for social then look for commonly used words.
Minimum width 1080pxl x height may vary
3. Look at what other people are writing
72 – 150 dpi
Visit other festival sites or ticket sales websites
jpeg/png
and browse through the shows, reading each
(note: This is the standard size for an instagram
graphic, that will also be bigger enough for blurb. Notice what techniques are used. After
facebook and other social platforms.) reading ten blurbs, decide which shows of the ten
you would want to see? Which shows do you not
Digital Graphics for Sydney Fringe Website paid want to see? Why?
advertising
400w X 136h plx
72 dpi
jpeg/png
Digital assets for other paid digital advertising
These sizes may vary but the standard sizes are
below:
Half Page: 300w X 600h pxl
Leaderboard: 728w X 90h pxl
MREC: 300w X 250h pxl
72dpi : >100kb
jpeg/png
Digital image for Sydney Fringe Website
300 x 300 pxl
72 dpi
jpeg/png
33PHOTOGRAPHY
Come up with a creative, striking image
that represents your show – think of
something that will express your show’s
identity and stand out. These shots will
be used for marketing materials, on the
Fringe website and in the Sydney Fringe
Festival Guide
Energetic, strong and original images are
a powerful tool. Strong imagery is also
what will give your event much higher
chances of press coverage.
>>
We strongly recommend that any
available marketing budget first be
dedicated to capturing that strong
image that will sell your show
34PRINTING AND DISTRIBUTION ADVERTISING
If you are thinking of distributing posters and If you have budget for extra activity, paid
flyers on your own, do bear in mind there are advertising in the right places can greatly extend
certain laws and regulations that you have to your shows reach.
follow. It is ILLEGAL to put up street posters
• There are paid advertising opportunities
and distribute a large number of flyers without
in the Sydney Fringe guide, as well as on our
a license. Therefore, make sure that you respect
website. These sit outside the standard listings
other people’s property, receiving permission
and will draw more attention to your show.
before you hang up your posters or when you
Contact our marketing manager at Jessica@
distribute your flyers on shop windows, cafes
sydneyfringe.com for more information about
and clubs. Otherwise the owner will remove your
these opportunities.
posters from the wall/window. Posters and flyers
cost money, as you know already, so when they • Taking out ads in print publications such
are taken down, that’s your money wasted. as newspapers, and magazines, can be expensive,
but if you are targeting the right audience, it can
be budget well spent. The Sydney Fringe Festival
You can always hire a professional poster/flyer has, in the past, partnered with certain print and
distributor. There are a number of distributors in digital publications, which has resulted in reduced
Sydney who can do the job for a fee and often, advertising rates for artists. Keep an eye on artist
they can distribute in areas where a regular communications for these opportunities.
person can’t. Depending on the amount of flyers
• Digital advertising is a very cost effective,
and posters, as well as areas that need to be
targeted and measurable way to advertise your
covered, the fees will vary. So, make sure you do
show. This can be done through paid search
your research before proceeding.
campaigns with google adwords, contacting key
websites that draw your target market, or putting
money behind ads and boosting posts in social
channels.
CROSS PROMOTION
Cross promotion is one avenue that you should
consider if you are sharing a venue with another
act/event, or if you know other Fringe artists.
35GETTING IT RIGHT ONLINE
The online realm is a big one, but when done Paid advertising on social
right, can result in a significant increase of reach Facebook (and instagram) has made It harder
for a lot less money. Making sure you chose and harder for events and businesses to reach
your digital channels with your target audience their audiences without monetary investment
in mind, and build a strategy that links all your in boosting posts or paid advertising. The key
platforms together, with consistent, regular and is engagement, if you create engaging content
engaging content. that people will like, comment on, share or
watch this will increase your organic reach to
SOCIAL MEDIA your community. Putting a bit of budget behind
Social media has become a key player in the these posts can be a great investment, and
online world, which is supported by a whole range allows you to target the right people. When
of statistics from last year’s festival. In 2017 we creating facebook ads, make sure to follow all
saw the number of people visit the Sydney Fringe the guidelines to get the best outcome for your
website, clicking through from a social media investment.
link, double on the previous year, it is the third
most used route to our website behind direct and
search engines, as well as people surveyed stating
Facebook in the top three most important sources
of information about the Fringe.
Make sure you choose the right platforms for the
amount of time you can invest, as well as thinking
of your target audience. Facebook, instagram,
twitter, snapchat, just to name a few, all engage
people differently.
>>
We ask artists to not name any Facebook
pages with ‘Sydney Fringe’ in their page
Make sure you like the Sydney Fringe Festival title. This will be an essential part of the
page on Instagram, Facebook and Twitter [@ artist contract and failure to comply with
sydneyfringe] and tag us as well as #sydneyfringe this could result in the Fringe withdrawing
when posting on all channels. an event from the Festival program.
Facebook is one of the main platforms that
sees results for shows across the board. Images
and video rank the best of this platform, so
keep them coming! Building a Facebook page
and maintaining it is one of the best marketing
strategies you can employ. It is something that
empowers your artists and friends to help you
promote your show. By creating a page instead
of a group, your posts will be published in your
fans’ mini-feeds, keeping you on their radar and
hopefully attracting new fans.
Creating a Facebook event is also a great way to
get information out to audiences, and providing
reminders and updates of the shows details.
36BLOGS EMAIL
Starting your own blog is also another good You have an email list, and so does everyone that
idea to promote your show, assuming you don’t is associated with your show or who wants it to
have your own website already. Blogging is a succeed. Email them an e-flyer of your event, ask
really easy way to get some current content up them to pass it on and spread the word. Send all
to inform your audience. Having a connected your friends and families details of your show a
dialogue with your audience is an essential way few weeks before it opens, and another during
to get them feeling involved with your work. You the season. Ask them to forward it onto their
want to be generating as much conversation networks and you’ll be increasing your reach
about yourself and the Fringe as you can. Just enormously.
be wary of too much shameless self-promotion,
Start thinking about an email database that not
make sure your content is relevant.
only encompasses your friends but expands
These posts can be shared through social media to include interested audience and industry
platforms, as well as helping your searchability in members - ask people to sign up to your mailing
search engines such as google, yahoo and bing. list when they arrive at your show.
FRINGE WEBSITE YOUTUBE AND VIMEO
This is where it all starts. The Fringe website
Moving image is a very effective way to
receives hundreds of thousands of hits during the
engage potential audience and to give them
months of August and September. Everything
an impression of what to expect in the live
we do will be about driving people to www.
experiencing of your work. You can shoot short
sydneyfringe.com in order for them to find out
videos on your mobile phones these days, easy
about our shows and to buy tickets.
unloadable to social media. Film behind the
scenes or even short segments of rehearsal or
performance.
It is crucial that www.sydneyfringe.com be the
central location for information about all shows
so that we can most effectively cross-promote,
helping all shows (and the event as a whole) to be OTHER PROMOTIONAL
a success. ACTIVITIES
When Sydney Fringe Festival launches in
Clearly, if you have an individual site for your September, it shouldn’t mean your marketing
show, you should be directing people to www. efforts have come to an end. The Festival will be
sydneyfringe.com for tickets. YOU MAY NOT the most critical period for all your promotions.
DIRECT THE PUBLIC TO CONTACT YOURSELF Make sure you are aware of what else is
OR ANY THIRD-PARTY AGENT FOR ADVANCE happening during The Fringe. Have your posters
TICKETS. and flyers handy with you at all times, since you’ll
never know when you’re going to need them, and
above all else just keep spreading the word.
>>
It is crucial that www.sydneyfringe.com be
the central location for information about all
shows so that we can most effectively cross-
promote, helping all shows (and the event as
a whole) to be a success. Clearly, if you have
an individual site for your show, you should be
directing people to www.sydneyfringe.com for
tickets. YOU MAY NOT DIRECT THE PUBLIC TO
CONTACT YOURSELF OR ANY THIRD-PARTY
AGENT FOR ADVANCE TICKETS.
37You can also read
