VENUE MAGAZINE OPEN YOUR DOORS TO FRINGE 2021 - Fringe AVR
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Red Poles Art Gallery. Image: Chloe Elizabeth
VENUE
MAGAZINE
OPEN YOUR DOORS TO FRINGE 2021
Think outside the box – registered venues in the past have been
anything from theatres, pubs, clubs, churches, vacant buildings,
bars, offices to buses, bathrooms, swimming pools and caravans!
Principal Partner
WHAT IS ADELAIDE FRINGE? "You need to find your own
niche and have something
• We were born over 60 years ago (although we don’t look a day over 25) unique and special to offer.
and we’ve grown up to become the Southern Hemisphere’s largest open
access arts festival!
Rather than be just another
• Adelaide Fringe completely takes over the CBD, surrounding suburbs
"good venue", I think it is
and even some regional areas of South Australia for 31 magical days and important to find an image
nights each year. Lock in our 2021 dates: 19 Feb – 21 March. that makes you different.
• Featuring 1200+ events, over 6500 artists, 471 venue spaces and over Barossa Fringe. Image: Nathaniel Mason
3.5 million attendees in 2020.
Your policy, programming,
presentation need to offer
something other venues
WHAT DOES 'OPEN ACCESS' MEAN?! do not have. You need
2020 VENUE STATS
We’re an open access festival which means artists, presenters and venues to be diverse but also SUMMARY OF BREAKDOWN OF CBD, METRO "Working with artists to
all register to participate in Adelaide Fringe, you choose us! We don’t select have a "thread" that goes AND REGIONAL VENUES & EVENTS (2020 VS 2019) create a Fringe hub outside
or curate the program or book artists or shows for you. through the vision." of the CBD has enabled
Anyone and everyone can be involved in Adelaide Fringe… it doesn’t matter
VENUES TOTAL
Shakti Chakravarty, 2020: 367 our community, and people
how big or small your venue is, whether you’ve got four walls made from bricks CBD
and mortar or you’re a completely temporary space, you can register to be
Producer, Artist, Venue Manager
2019: 406 further afield, access to
at The Garage International *inc North Adelaide
involved. Alleyway, pub, concert hall, library, laundromat or double decker bus – 2020: 141 (38%)
high quality and meaningful
YOU can create Fringe magic in whatever shape or form your venue takes on! 2019: 160 (39%) cultural experiences closer to
their homes. The MCC came
alive with activity like it had
METRO REGIONAL
2020: 180 (49%) 2020: 46 (12.5%) never seen before. The 59
WHY BECOME A FRINGE VENUE – WHAT ARE THE PERKS? 2019: 189 (46.5%) 2019: 57 (14%) events, workshops and
Have bands that play at markets almost doubled
• Venue registration is completely • Step outside your comfort
your venue regularly, FREE! zone and gain experience and
the 2019 effort.
or do you exhibit visual confidence in hosting events The community was not
• Get listed in over 300,000 Adelaide
artwork on your walls? Fringe printed guides and be
and live performance.
daunted by the variety of
Why not turn these into promoted on the Adelaide Fringe • Increased awareness of EVENTS TOTAL shows with ticket sales
Fringe events during website though a dedicated venues your venue and exposure
2020: 1424 doubling to just above 4000
webpage (3.1 million visits in 2020) to new clientele. CBD
festival season! 2019: 1611 and about 12,600 people
*inc North Adelaide
• Venues can take advantage of • Be a part of and provide a
our engaged Fringe Membership supportive platform and
2020: 864 (61%) attending one of the many
2019: 1046 (64%) diverse and engaging
audience! Find out more HERE environment for artists
"You don’t need to spend • Generate more jobs in Adelaide
and engage with the wider cultural experiences."
a million bucks to setup community of venues, artists
and South Australia. METRO REGIONAL Tyson Brown,
and audiences like no other!
a venue. If your vibe is 2020: 480 (33%) 2020: 80 (5.6%) Unit Manager Cultural
good and your fees are 2019: 484 (30%) 2019: 81 (5%) Facilities at Marion Cultural
reasonable, there will WHAT MAKES A GREAT FRINGE VENUE? Centre / City of Marion
always be artists looking 1. Find your niche and be willing to 4. Be prepared and do your research.
for somewhere to try out think outside the box! Be proactive! Don’t sit back and
a new idea, or take a risk
- and that’s precisely what
2. Use your strengths, use it to attract
artists and promote your venue.
wait for artists to come to you.
One of the best ways to connect
368 Venues
141 (38%) venues located
within the Adelaide 864 (61%) events took
place within the
City Council area Adelaide City Council
Adelaide Fringe is all about." 3. Communication is key! with Artists is to attend our Meet
The Venues speed-dating event 471 Venue spaces
Tim Watts, General Manager &
Clear communication along
with a signed venue agreements for Venues and Artists! Make sure 226 (61%) venues located
outside the Adelaide 560 (39%) events took
place outside the
Venues Manager at The Mill
(by both parties) eliminates you are signed up to our bulletins
to stay in the loop.
36 Different council areas
City Council area Adelaide City Council
misunderstandings.
adelaidefringe.com.au | venues@adelaidefringe.com.au | Hotline +61 8 8100 2022 | facebook.com/adlfringeworks
HOW TO REGISTER – AVR DETAILS
1. Sign up to AVR (Artist and 6. Think about what audiences "Our main reason for
Venue Registration Platform) you might be able to share or participating in Adelaide
avr.adelaidefringe.com.au what marketing you can offer
to promote events in your Fringe is that it is our best
2. Make yourself familiar with our venue. Be sure to share this value for money marketing
‘Venue Registrations Process’ with prospective artists – digital opportunity of the entire year.
document. This will outline all billboards, newsletters and
the information you require social media support from a We have found that some
before you start your registration.
This is available online on the
venue can be very attractive. events are difficult to market
AVR Resources page. 7. Once you are registered, it does outside of Fringe, but the
not mean you are an official Fringe Fringe helps us to tap into
3. Familiarise yourself with the
AVR, have a play, see what other
venue. You still need to book niche markets and find our
an event/artist in your venue audience and sometimes
resources are available for you. to be classified as an Official
Adelaide Fringe Venue. So do even sell these events out.
4. During your registration, make
sure you opt in to our ‘Venue not wait for artists to come to For some reason there are
Finder’ tool. This will help artists you, put yourself out there! people in the community that
find your venue and help arrange 8. Don’t forget, Venue Registrations see an arts event as more
direct bookings. are FREE! legitimate if it is part of the
5. Make sure you are upfront 9. Make sure you check out our
Adelaide Fringe. We have
with what you can deliver. In library of AVR Resources! used this to our advantage."
the registration you will need From 'how to' information
to detail the logistics and Ceri Hutton, Manager Performing
on marketing, ticketing and
technical specifications of Arts & Events at The Parks Theatres
accessibility to budget templates
your venue, so don’t promise and sustainability info! Lion Arts Factory. Image: Chloe Elizabeth
anything you cannot deliver.
"Put every detail of your
hire arrangement in
STAY INFORMED 2021 KEY DATES
writing before the season ARTIST & VENUE BULLETINS These sessions will be delivered
Check your emails and stay via digital online platforms, or if 22 JUL 2020
commences. This includes up to date with all of the latest social distancing guidelines allow, in Venue Registrations OPEN
financial settlements, information by way of our regular person in Adelaide. All sessions will Artist & Venue Info Session
cancellation, technical EDM’s and bulletins. be recorded. 1 SEP 2020
provisions, performance Artist Registrations Open
FACEBOOK GROUP SPECIAL ARTIST & VENUE EVENTS
space dimensions and Like our FringeWORKS – Adelaide Meet the Venues – an Artists and
22 SEP 2020
backstage policies. Fringe Artists & Venues Facebook Venues speed dating event to assist Meet the Venues Event
page for all industry news, and join programming your venue. 4 NOV 2020
Artists will want to know the Adelaide Venues Facebook StandOUT – a marketing and PR info Print Registrations CLOSE
what you are providing and Group to network with other venues. session to prepare and make sure we
9 NOV 2020
what their responsibilities can help you stand out!
StandOUT –
are in as much detail as INFO SESSIONS & ROUNDTABLES
Marketing & PR Event
Throughout the registration period TALK TO YOUR LOCAL COUNCIL
possible. It will ensure we will be holding a number of What can they do to support you? 19 FEB 2021
expectations are met, money information sessions, perfect Many councils see huge value in lots Adelaide Fringe Opening Night!
is saved and both parties are chance to learn more about the of Fringe activity in their area and
Stay tuned to our bulletins
protected in the partnership." opportunities we offer, how to market you might be surprised at what they
and Facebook page for more
your show, network with other artists will do for you in ways of marketing
events and key dates!
Joanne Hartsone, Producer, Artist, and get hot tips and tricks on how to and financial support.
Adelaide Town Hall. Image: Farhad Noori
Venue Manager at Black Box Theatre make the most out of your festival.
adelaidefringe.com.au | venues@adelaidefringe.com.au | Hotline +61 8 8100 2022 | facebook.com/adlfringeworks
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