ARTRAGE Inc. 2020 Impact Report

2020
IMPACT
REPORT

ARTRAGE TEAM
CORE TEAM
ARTRAGE BOARD
Chairperson
Vice-Chairperson
Vice-Chairperson
Hon Treasurer
Hon Secretary
Board Members
ARTRAGE EXECUTIVE
Chief Executive
Festival Director
Marketing Director
Business Director
MARKETING & PARTNERSHIPS
Marketing Manager
Partnerships Manager
Marketing Coordinator
Graphic Designer
PROGRAMMING
Program Manager
Producer
Participant Services Producer
PRODUCTION
Production Manager
Production Coordinator
OPERATIONS
Operations Manager
BOX OFFICE & TICKETING
Ticketing Manager
Senior Box Office Coordinator
Anthony Robinson
Lindsay O’Sullivan
Kyle Jeavons
Ezra Hefter
Gabrielle Vitali
Howard Cearns
Saffron Solomon
Megan Anwyl
Renee Wingfield
Sharon Burgess
Amber Hasler
Joanna Hos
Amy Riley
Mel Jasa
Indi Ranson
Dana Nguyen
Khazia Wong
Ruth Morris
Justin Marshman
Alyssia Boyer
Katie Anne Dixon
Lucas Staples
Daniel Bruce
Tiffany Creasey
Cheryl Mizzi
SEASON TEAM
MARKETING & PARTNERSHIPS
Fringefeed Editor
Partnerships Coordinator
Festival Marketing Coordinator
PROGRAMMING
Julian Wright
Angie Alle
Bruna Aguiar
Hub Producers
Kylie Baker,
Belinda Gerard, Bruce Kerr, Julia Martini & Josh Wilkin.
BOX OFFICE & TICKETING
Box Office Coordinators
Madeline Clouston & Katie Palmer.
Ticketing Assistant
OPERATIONS & FRONT OF HOUSE
Front of House Manager
Operations Assistant
PRODUCTION & TECHNICAL
Logistics Production Coordinator
Design & Construction Coordinator
HQ Facilities Coordinator
Sian Sugars,
Hayley Rankin
Flick Gourley
Clare Masolin
Bec Cooen
Maisie Cottingham
Jessica Latham
Site Managers
Kieran Diamond,
Sarah Keates, Kevin Bolt, Caleb Beal, Lewis McLeod,
Natalie Oakes, Neil Dezell & Nick Cates.
Technical Manager
Technical Coordinator
Simon Cook
Meredith Rehburg
Technical Site Supervisors David Tiernan,
Will Richards, Alma Sua Lindenhovius,
Barbra Egervary, Jonny Duncan & Feather Lune.
ADMINISTRATION
Festival IT Coordinators
& Samuel Keddie
Festival Administration Coordinator
Customer Service Administrators
Juliana Auriemma & Paris Fields.
CINEMAS
Rooftop Movies Coordinator
Nic van Essen
Elise Hiatt
Rosie Oldham
Casey Offer
ADMINISTRATION & FINANCE
IT & Systems Manager
Finance Coordinator
IT & Systems Coordinator
Administration Coordinator
CINEMAS
Cinema Producer
Amir Barber-Skwarko
Melanie Jones
Adam Dance
Kiera Owen
Courtney Meagher
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
2020 At A Glance
Wins & Learnings
2020 Financial Breakdown
Audience Profile
Cultural Outcomes
Social Outcomes
Participating Artists
Partnership Activity
Media + Marketing Reach
Outer Fringe
Rooftop Movies
Girls School Cinema
Economic Impact
FRINGE WORLD Awards
Report Methodology
2020 Partners
04
08
10
12
14
26
30
40
54
62
68
72
78
84
96
101
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 WELCOME
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
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.
4

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 10 th 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,
Sharon Burgess
ARTRAGE CEO
1
https://www.businessnews.com.au/List/arts_cultural_organisations
OUR PURPOSE
To enrich and evolve the culture
of Western Australia.
OUR CORE VALUES
We mainstream Fringe culture.
We surprise & delight.
Our success is defined by
the success of our artists.
We make Perth better.
OUR VISION
To embed ARTRAGE events in the hearts
and minds of all Western Australians.
OUR MISSION
To provide enduring benefits
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
$10,939,645
SPENT AT THE BOX OFFICE
6,765
INDIVIDUAL
PERFORMANCES
722
EVENTS
156
VENUES
8

2020 AT A GLANCE
2021
53%
AVERAGE
ATTENDANCE AT
TICKETED EVENTS
$28
AVERAGE
TICKET PRICE
2,214
ESTIMATED FTE
JOBS CREATED
34,228
ESTIMATED VISITOR
BED NIGHTS
98%
OF THE SURVEYED
AUDIENCE PLAN
TO ATTEND IN 2021
3,279
ARTISTS
ARTIST ORIGINS
72% 13% 15%
WA INTERSTATE INTERNATIONAL
96%
OF ARTISTS WOULD
RECOMMEND PERTH AS
A PLACE TO VISIT
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
1,805,922 $9,121,177 WORTH
WEBSITE SESSIONS | 3.10.19-16.2.20
OF MEDIA COVERAGE
+24%
118k+
EMAIL SUBSCRIBERS
+13%
61k+
FACEBOOK FANS
+12%
26k+
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.
Access &
Inclusion Plan
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.
across all ARTRAGE activities.
Bushfire
campaign
Girls School
NEW hub
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
Requires
Attention
Mostly
ACHIEVED
ACHIEVED
with Annual
improvements
10

WINS & LEARNINGS
Fringefeed
website updates
New customer review
system with emojis
was introduced to
increase customer
engagement with
shows.
Fringey Offers
Business-to-customer
promotional campaign
that allowed for City
of Perth businesses to
connect with Fringe
customers.
Gift Voucher
giveaway with
Kleenheat
All Kleenheat customers
were offered $5 Gift
Vouchers as part of this
new Fringe customer
engagement campaign.
Friends Frenzy
tickets
Extended value for FRINGE
WORLD Friends through
Friends Frenzy discounted
tickets available
throughout the Festival.
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.
Fringe world
website updates
New sales features
were added, including a
recommendations feature in
addition to Fringefeed critic
review integration into the site.
FRINGE WORLD R&D
Supported by
Lotterywest
New artist development program
delivered with support from Lotterywest.
Six events from the program premiered
at Girls School and in total received
three FRINGE WORLD Awards.
Event fees
Ticketing fees for lower priced show
tickets were reduced in order to provide
a more sustainable model for events.
Venue registration fees were
restructured to enable discounts that
better reflect a venue’s size, and new
and discounted registration fees were
introduced for one-night-only events.
Artist safeguards and speedier
settlement processes were introduced.
Perth Festival
collaboration
Marketing campaign with special offers
was delivered in consultation with the
Australian Hotels Association (AHA)
to a range of Perth City hotels to
encourage attendance at both FRINGE
WORLD and Perth Festival.
Industry engagement program
trial was delivered to facilitate arts
industry engagement with shows, with
more than 76 registered delegates.
Festival Passes
& Artist Support
Tickets
New two-tier Pass Scheme
was implemented to allow
participants to receive
benefits and create a greater
economic return for artists.
New Artist Support Ticket at
$10 per ticket enabled artists
to support each other.
11 11

ARTRAGE INC
2020 IMPACT REPORT
2020 ARTRAGE FINANCIAL BREAKDOWN
74.9%
TOTAL
2020 INCOME
$24
MILLION
12.4%
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
In-kind Sponsorship
Food + Beverage Sales
Transaction + Ticketing Fees
Management Fees
State Funding
Cash Sponsorship
Advertising + Promotions
Local Gov. Sponsorship
Festival Registrations
Federal COVID Relief Funding
Venue Hires
Activation Fees
Merchandise + Sales
Donations
Other Earned Income
43.4%
12.4%
12.3%
8.7%
6.3%
6.2%
4.1%
1.6%
1.2%
1.1%
1.0%
0.8%
0.4%
0.3%
0.2%
0%
12
Paid to Artists + Companies 39.5%
KEY TAKEAWAYS FROM THIS
Marketing Costs 13%
BREAKDOWN Bar + Security IN CostsRELATION 9.6% TO
Eqpt. Hire, Transport + Consumables 8.3%
ARTRAGE AS A BUSINESS:
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%
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
State Funding
Cash Sponsorship
Advertising + Promotions
Local Gov. Sponsorship
Festival Registrations
Federal COVID Relief Funding
6.2%
20.2%
4.1%
Venue Hires
Activation Fees
Merchandise + Sales
Donations
6.3%
1.6%
1.2%
1.1%
1.0%
0.8%
0.4%
0.3%
0.2%
16.8%
11%
8.1%
2.8%
TOTAL 2020
EXPENDITURE
$23.99
MILLION
Artist +
Program
0%
Production
+ Technical
Other Earned Income
Marketing +
Partnerships
Event Staff
+ Bar
Management
+ Admin
Box Office
+ Ticketing
$9,854,562
$4,857,846
$4,025,199
$2,637,777
$1,937,670
$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
2020 IMPACT REPORT
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

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
TICKETED ATTENDANCE BY AGE
2019
2020
With a program that’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.
53,232
46,129
60,493
50.849
49,996
47,619
50,079
47,495
58,211
67,495
747
745
26,056
56,137
61,905
35,848
41,822
2019
2020
5,394
7,909
20,374
18,712
21,739
< 17 18 - 23 24 - 29 30 - 35 36 - 41 42 - 47 48 - 53 54 - 59 60 - 65 66 - 71 72+
MEDIAN AGE COMPARISON
44.5%
FRINGE WORLD 2020
2019
Greater Perth 2016 (ABS)
35.8%
2020
In 2020 we
expanded the
age bracket
answer options
so as to capture
greater detail in
the 65+ market.
< 17 18 - 23 24 - 29 30 - 35 36 - 41 42 - 47 48 - 53 54 - 59 60 - 65 66 - 71 72+
16

AUDIENCE PROFILE
51%
AUDIENCE OCCUPATION
16%
10%
10%
5%
3%
3%
2% 2%
Professional Office /
Admin
Other Retired Student Home
Duties
Technical
Unspecified
Unemployed
AUDIENCE INSIGHTS
Children’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
24%
8%
13%
12%
5%
TEENAGER
PRIMARY
SCHOOL AGED
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
More people are attending because of our event offerings. This is
great news for our artists!
2019 2020
68%
68%
NET PROMOTER SCORE
Net Promoter Score (NPS) is a
performance metric used to rate
a company’s customer service
and how likely a customer would
be to recommend a company to
people they know.
60%
56%
53%
52%
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
*https://customer.guru/net-promoter-score/top-brands
PRIME MOTIVATOR FOR ATTENDING FRINGE
TICKET
TICKET
Fringe offers a range of experiences, but most people attend for the
cultural experience.
TICKET
TICKET
2019
2020
69%
69%
50%
TICKET
TICKET
NEW in
2020
36%
35%
TICKET
TICKET
9%
9%
TIC
To expose
themselves / others
to arts & CULTURAL
EXPERIENCES
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.
18

AUDIENCE PROFILE
2019
2020
TOTAL ATTENDANCE AT FREE AND TICKETED EVENTS
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
2020
857,747
829,570
POSITIVE WORD OF MOUTH DRIVES FRINGE WORLD GROWTH
The Fringe continues
to attract both new
audiences alongside
growing its loyal
audience base with 89%
attendees VISITED
MORE THAN ONCE
during the 31 day
Festival.
of accounts on the
FRINGE WORLD website
were created by NEW
CUSTOMERS in 2020.
have ATTENDED TWO OR
MORE FRINGE WORLD
FESTIVALS since it was
established in 2011.
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%
48% 89%
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. 6018 - Karrinyup, Innaloo, Doubleview
2. 6000 - Perth
3. 6019 - Scarborough, Wembley Downs
4. 6008 - Subiaco, Shenton Park, Daglish
5. 6050 - Mt Lawley, Menora, Coolbinia
6. 6163 - Hamilton Hill, Hilton, Kardinya
7. 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%
67%
Q: WHAT KINDS OF ARTS AND CULTURAL EVENTS
DID YOU ATTEND IN THE LAST 12 MONTHS?
64%
56%
39%
35%
27%
26%
25%
7%
2%
Music Comedy Film Theatre Cabaret Circus Community Visual Dance Literature Other
Arts
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
overseas ARTISTS
interstate and
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
ADVERTISING CAMPAIGN
reach on social media
2,645 FLIGHT,
Contest entries
40
WINNERS
SHOW AND
ACCOMMODATION PACKAGES
TO VISIT THE 2020 FESTIVAL
28,465
Website users
22

AUDIENCE PROFILE
FRINGE WORLD FRIENDS
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.
Festival benefits include access to:
4,377
Friends in 2020
Skip the
line MULTIPASS
Friends
Night out
Access to
Early Release
Friends
Frenzy OFFERS
MULTIPASS FOR FRIENDS &
A MATE TO JUMP THE QUEUE
and get the first
choice of seats at
key venues.
EVENTS WITH EXCLUSIVE
ACCESS TO DISCOUNTED
TICKETS & RESERVED
SEATING to a handful
of shows.
FRINGE WORLD FRIENDS GOT
ACCESS TO BUY FESTIVAL
TICKETS TWO WEEKS AHEAD
of everyone else.
ACCESS TO 30%
DISCOUNTED TICKETS
ACROSS A HUGE RANGE
OF SHOWS available all
Festival long.
$56.50 15.4%
AVERAGE SAVINGS
made by Friends
annually.
OF ALL TICKET SALES
are made by Friends
in 2020.
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.
I AM A SINGLE
MUM AND CAN’T
84%
78%
88%
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.
friends agree THAT BEING
A FRIEND ENRICHED THEIR
FESTIVAL EXPERIENCE.
intend to RENEW THEIR
SUBSCRIPTION IN 2021.
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
2020 IMPACT REPORT
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 wouldn’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 everyone’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

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.
$28
AVERAGE TICKET
PRICE in 2020.
63
FREE EVENTS
in 2020.
OVER 1,786
ATTENDANCES
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.
92%
91%
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.
Of the surveyed audience believe that
FRINGE WORLD enables them to see
HIGH QUALITY PERFORMANCES THEY
WOULD OTHERWISE NOT SEE.
2019 2020
2019 2020
28

CULTURAL OUTCOMES
84%
REASONS FOR ATTENDING
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
81%
91%
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
2020 IMPACT REPORT
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 state’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

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;
*Not including venues within City of Perth
FRINGE WORLD
HUB VENUES
INDEPENDENT
PROGRAM VENUES
INDEPENDENT
VENUES
managed by ARTRAGE i.e. The
Woodside Pleasure Garden, Girls
School, Yagan Square, The Ice
Cream Factory and Fringe Central
at The Perth Cultural Centre
managed by a presenter that is
independent of ARTRAGE and part
of a Festival program of multiple
events (e.g. Sunset Veranda, The Blue
Room Theatre Summer Nights)
managed by a presenter that is
independent of ARTRAGE, but with a
variety of shows that is not part of
a specific Festival program of events
(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
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.
88%
96%
98%
Believe that
FRINGE WORLD
is an IMPORTANT
ADDITION TO
WESTERN
AUSTRALIAN
CULTURAL LIFE.
96%
Are MORE LIKELY
TO VISIT THE
CITY in the future
after their visit to
FRINGE WORLD.
89%
Feel that
FRINGE WORLD
contributes
to making
Northbridge and
Perth City centre
a MORE VIBRANT
PLACE.
I THINK THE PEOPLE
OF PERTH ARE AT THEIR
HAPPIEST WHEN FRINGE IS
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.
82%
think FRINGE WORLD
INCREASES THEIR PRIDE IN
PERTH as a city.
89%
agree that FRINGE WORLD
promotes Perth as A CITY THAT
IS GLOBALLY CONNECTED.
33

ARTRAGE INC
2020 IMPACT REPORT
PERCEPTIONS OF SAFETY
FRINGE WORLD brings people of all ages and
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.
2012
2019
55%
68%
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
+410
tickets
from 2019
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.
COMPLIMENTARY TICKETS
GIVEN TO COMPANION CARD
HOLDERS during the 2020 Festival.
213
WHEELCHAIR ACCESSIBLE
PERFORMANCE SPACES
during the 2020 Festival.
+87 spaces
from 2019
34

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%
agree that a visit to
ROOFTOP MOVIES HAS
INCREASED MY PRIDE IN
PERTH AS A CITY.
agree ROOFTOP MOVIES
CONTRIBUTES TO MAKING
NORTHBRIDGE A MORE
VIBRANT PLACE.
think ROOFTOP MOVIES IS
UNIQUE IN RELATION TO
OTHER VENUES/EVENTS.
GIRLS SCHOOL CINEMA
100% 97% 94%
agree GIRLS SCHOOL CINEMA
IS UNIQUE IN RELATION TO
OTHER ENTERTAINMENT
OPTIONS IN PERTH.
agree having GIRLS
SCHOOL CINEMA
CONTRIBUTES TO MAKING
PERTH SPECIAL AS A CITY.
agree GIRLS SCHOOL
CINEMA CONTRIBUTES TO
MAKING EAST PERTH A
MORE VIBRANT PLACE.
36

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
2020 IMPACT REPORT
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 year’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 WORLD’s goal of 60%
average by 2023.
40

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
3,279
ARTISTS
ARTIST ORIGINS
72% 13% 15%
WA INTERSTATE INTERNATIONAL
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
24%
21%
22%
23%
21%
14%
14%
10%
10%
8%
2%
6%
6% 6%
4%
5%
5%
1%
< 17 18 - 23 24 - 29 30 - 35 36 - 41 42 - 47 48 - 53 54 - 59 60+
42

PARTICIPATING ARTISTS
ARTIST PERFORMANCE EXPERIENCE
Q: HOW MANY YEARS HAVE YOU BEEN PERFORMING/PARTICIPATING AS AN ARTIST OR PRESENTER?
2019
2020
0 - 5 years
5 - 10 years
10+ years
48% 23% 29%
53% 24% 23%
59%
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 IT’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.
Artists and the Festival both recognise the need to increase attendance
through audience development to provide better financial results for events.
722
EVENTS
829,570
ATTENDANCE AT FREE
& TICKETED EVENTS
PER GENRE:
PER VENUE:
63%
62%
50%
48% 48%
55%
49%
53%
THEATRE
CABARET
COMEDY
CIRCUS
CHILDREN’S
EVENT
ARTRAGE
HUB VENUE
INDEPENDENT
PROGRAM
VENUE
INDEPENDENT
VENUE
AVERAGE GROSS BOX OFFICE PER SEASON
60%
20%
under $2,4K
$2.4K - $14K
48%
over $14K
32%
of artists believe FRINGE
WORLD PROVIDES A
PRESENTATION SERVICE
THAT IS GOOD VALUE.
44

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%
75%
69%
63%
Agree that FRINGE
WORLD is an IMPORTANT
PRESENTATION PLATFORM
FOR THEIR WORK IN WA.
Agree that FRINGE WORLD
is A PLATFORM TO ACCESS
AN AUDIENCE THEY WOULD
OTHERWISE NOT HAVE
ACCESS TO.
Agree that participating in
FRINGE WORLD is IMPORTANT
TO THE DEVELOPMENT OF
THEIR CRAFT as an artist.
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
opportunities for artists and arts companies who are ready for the
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.
As such, artists need to make informed decisions about whether
the Festival is the right place for their work, what the risks might
be, what support is provided and ultimately whether they are
able to present and manage all aspects of putting on their show
including financial, administrative and marketing management.
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
accordingly, make informed decisions about whether Fringe is the
best platform for their work, decide what their goals are for their
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
2019
32%
40%
2020
25%
30%
24%
4%
3%
5%
1%
1 2 3 4 5
I did not achieve my primary aims
I definitely achieved my primary aims
REASONS FOR PARTICIPATING
Q: WHAT WERE YOUR PRIMARY AIMS IN PARTICIPATING IN FRINGE WORLD 2020?
66%
63% 51%
2019
2020
57%
46%
41%
35%
29%
30%
23%
13%
12%
10%
11%
3%
3%
To expose my
performance/
project to new
audiences
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
46

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%
I covered my costs only
11%
19%
I lost money
19%
26%
Other
28%
78%
79%
96%
86%
of artists agree that FRINGE
WORLD IS AN IMPORTANT
PLATFORM for their work in
Western Australia.
of artists agree the Festival
PROVIDES AN OPPORTUNITY
TO SHOWCASE THE WORK OF
EMERGING ARTISTS.
of participating artists
RECOMMEND PERTH AS
A PLACE TO VISIT.
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 everyone’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
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.
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 doesn’t have
enormous upfront costs to cover before their season.
48

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
registered Independent Venues. With the City of
Perth and Northbridge being the most populated
suburbs of Independent Venues, FRINGE WORLD was
also brought to many venues in Fremantle, Subiaco,
Bassendean, South Perth and beyond. The Northernmost
suburbs with registered Fringe events were
Ocean Reef and Wanneroo. Fringe also reached a
number of far South-metro suburbs including Thornlie
and Mandurah. Heading East, there was also a variety
of FRINGE WORLD activity in Midland, Ellenbrook and
Kalamunda. Regionally, FRINGE WORLD travelled as
far as Kalgoorlie, Merredin, and Katanning over two
weekends of Outer Fringe events.
Many artists find their own venue through the
Venue Finder as part of the registration system.
Independent Venues can offer a wide range
of venue deals including flat hire rates charged to
artists, box office splits, or potentially providing their
venue for free.
Artists who are working with Independent Venues and
producers have the option to receive their percentage
of ticket sales direct from FRINGE WORLD rather than
waiting for the Independent Venue or Producer to
distribute their share.
There were 116 total participating Independent Venues
in the 2020 Festival with over 150 performance spaces
on offer – this equates to a total of 74% of all 2020
venues being independent. Of these registered venues,
58% were participants in 2019 and 42% were new to
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. It’s where
participants send and receive all relevant
information about their show. It integrates
with all marketing and sales channels
including the ticketing system.
RUSHTIX
RUSHTIX
50

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
the Festival Guide and delivering social, digital, outdoor and media
campaigns.
Alongside the massive media spend, ARTRAGE provides artists with
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.
225,000
PROGRAMS DISTRIBUTED
AROUND PERTH
553,094,808
AUDIENCE REACH
$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
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.
32
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.
All pass holders benefited from a range of services including
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
passes as payment for flyerers or other event participants, and we
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.
Photo by Cam Campbell.
This resulted in 1950 tickets being sold and $19,500 of new income
being generated for those participating artists.
PARTICIPANT SERVICES
Regardless of whether an artist is in an ARTRAGE managed Hub
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
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.
Photo by Johannes Reinhart.
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. Cléo 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
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.
6
The pilot program run in 2019 was open to previous WA FRINGE
WORLD award winners. There were 12 applications of which 8
companies were supported to develop new work, resulting in 6
new events being created for premiere at the 2020 Festival at
Girls School: The Killdeer: A Musical, Body Rights, STORMWATER,
LONELY MARS, Desire Lines and Split Lip.
EVENTS CREATED
FOR PREMIERE AT
THE 2020 FESTIVAL
ARTS INDUSTRY EXCHANGE – PILOT PROGRAM
International and national Festival Directors view FRINGE
WORLD as a marketplace and a breeding ground where new
work is on offer. In 2020, FRINGE WORLD established the Arts
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.
With a strong contingent of Western Australian works making
headlines during the Festival, there is much opportunity for our
local artists to be profiled and stimulate touring opportunities.
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
2020 IMPACT REPORT
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

PARTNERSHIP ACTIVITIES
FRINGE WORLD
IS A SIGNIFICANT
CULTURAL HIGHLIGHT
IN WESTERN
AUSTRALIA’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 Rebecca Stone.
Photo by Michelle Ranson.
Let’s face it, the WA community would be so much poorer
16K+
LOTTERYWEST DE PAREL
SPIEGELTENT ATTENDANCE
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.
56

PARTNERSHIP ACTIVITIES
3
Lotterywest support also allowed
us to debut the FRINGE WORLD
R&D program, which saw six new
works presented at the Girls
School hub.
FRINGE WORLD Awards
won by LOTTERYWEST
SUPPORTED R&D Events
and Participants
Woodside’s support of FRINGE WORLD
includes highlighting our WA artists through
Woodside Homegrown Heroes, enabling us to
deliver the Fringefeed platform that is key to
selling artists’ shows and of course naming
rights to our most spectacular hub, The
Woodside Pleasure Garden.
Photo by Johannes Reinhart.
+18%
from
2019
43%
33% 344K +
Audiences agree that
FringEfeed HELPED
them choose a show
Increase in
Fringefeed.com.au
website sessions
AUDIENCE attendees
At the woodside
pleasure garden
57

ARTRAGE INC
2020 IMPACT REPORT
The Edith Spiegeltent is one of the favourite Fringe
venues, and we are so lucky to have use of the space
thanks to our partnership. The partnership continues
to grow through the performance, employment and
volunteer opportunities that the Festival provides
ECU students and graduates.
Photo by Tenae Francis.
Photo by Jarrad Seng.
HELLO SUNSHINE
Back in 2017, FRINGE WORLD and Gage Roads co-developed
Hello Sunshine – 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
The City of Perth FRINGE WORLD Power Hour was a
free taster of Fringe shows, held in Yagan Square on
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.
Photo by Michelle Ranson.
58

PARTNERSHIP ACTIVITIES
Photo by John Marshall.
4K+
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.
Photo by Tenae Francis.
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.
Photo by Wade Ranson.
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
Each year, Fringe fans flock to The West
Australian Spiegeltent and eagerly await the
special magazine-insert The West Guide to Fringe
to get the scoop on what shows and venues they
can’t miss at the Festival.
Photo by Tenae Francis.
Photo by Wade Ranson.
K&L Gates have been a FRINGE WORLD
partner since 2017 and each year offer
invaluable support to Artrage through their
provision of in-kind legal services
and advice.
FRINGE WORLD enlisted the support of The Urban List
to drive audience awareness and excitement in the leadup
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.
Photo by Wade Ranson.
60

PARTNERSHIP ACTIVITIES
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.
Photo by Jason Matz.
Photo by Unsplash.
The fine folks at Equilibrium teamed up with Artrage
ahead of the 2020 Festival to develop the FRINGE WORLD
app, which we’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.
This year, Transperth jumped aboard the Fringe train
to help our audiences get from A to B by offering the
free FRINGE CAT. The service ran every day of the
Fringe between Perth Busport and the new FRINGE
WORLD hub at Girls School in East Perth.
Photo by Jason Matz.
61

ARTRAGE INC
2020 IMPACT REPORT
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.
62

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.
63

ARTRAGE INC
2020 IMPACT REPORT
MEDIA COVERAGE
ADVERTISING REACH
225,000
PROGRAMS DISTRIBUTED
AROUND PERTH
OUTDOOR
ADVERTISING
CAMPAIGN
937,300+
TOTAL REACH
553,094,808
AUDIENCE REACH
THE WEST
AUSTRALIAN
PRINT CAMPAIGN
969,000+
TOTAL REACH
$9,121,117
MEDIA VALUE
PERTH NOW
NATIVE CONTENT
CAMPAIGN
230,090+
SOCIAL REACH
FRINGE WORLD SOCIALS
+24%
118k+
EMAIL SUBSCRIBERS
+13%
61k+
FACEBOOK FANS
+12%
26k+
INSTA FOLLOWERS
ROOFTOP MOVIES SOCIALS
GIRLS SCHOOL CINEMA SOCIALS
38k+
FACEBOOK FANS
16k+
INSTA FOLLOWERS
4k+
FACEBOOK FANS
4k+
INSTA FOLLOWERS
64

MEDIA AND MARKET REACH
MARKETING STRATEGY
As a not-for-profit organisation with limited resources
and a focus to maximise artist returns, FRINGE
WORLD’s marketing strategy is underpinned by a datadriven
decision-making framework which highlights
campaign elements that are innovative, collaborative
and cost-effective.
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.
FRINGE WORLD’s media partners deliver enormous
in-kind value to extend the reach of media campaigns
across digital, print, tv, outdoor and radio platforms.
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.
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.
1,805,922
WEBSITE TRAFFIC
1,640,463
WEBSITE
SESSIONS
1,420,740
SESSIONS
1,214,127
SESSIONS
SESSIONS
815,622
525,910
USERS
609,832
USERS
706,731
USERS
WEBSITE
USERS
2017 2018 2019
2020
Campaign Period: 3.10.19-16.2.20
7,355,767
70% 25% 5%
TOTAL PAGE VIEWS
(CAMPAIGN PERIOD 3.10.19-16.2.20)
OF USERS ARE
ON MOBILE
OF USERS ARE
ON DESKTOP
OF USERS ARE
ON TABLET
65

Yagan Square. Photo by Jason Matz.

ARTRAGE INC
2020 IMPACT REPORT
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 that’s happening in
Perth’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

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.
69

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
support through a regional-specific grant program.
The grant timing did not fit with the delivery dates
of the program, and so FRINGE WORLD committed to
proceeding with its 2020 Outer Fringe program albeit
in a slightly reduced format from previous years, due to
budget constraints.
In the future FRINGE WORLD hopes to continue to work
with regional venues and programs to assist artists in
touring throughout WA during the festival season.
FRINGE WORLD strives to strengthen the relationship with
independent regional producers and venues to support
more Fringe activity in their communities and regions.
70

OUTER FRINGE
PLACES WHERE FRINGE SHOWS HAVE BEEN
PRESENTED REGIONALLY SINCE 2011
2020 LOCATIONS
PREVIOUS LOCATIONS
BROOME
SOUTH HEDLAND
KARRATHA
EXMOUTH
CARNARVON
MULLEWA
GERALDTON
NORTHAM
MERREDIN
KALGOORLIE-BOULDER
PERTH
KATANNING
BUNBURY
RAVENSTHORPE ESPERANCE
YALLINGUP
DONNYBROOK
HOPETOUN
BRIDGETOWN
ALBANY
71

ARTRAGE INC
2020 IMPACT REPORT
Rooftop
movies
Now an iconic venue in the heart of Northbridge, Perth’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.
72

ROOFTOP 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.
73

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% 60%
51%
of surveyed West
Australian audience LIVE
OUTSIDE THE PERTH CBD.
of attendees ALSO
ATTENDED A FRINGE
WORLD EVENT in 2020.
of attendees WERE
RETURN CUSTOMERS from
the previous season.
98%
or surveyed
respondents
plan to return
50%
of surveyed respondents
AGREE THAT ROOFTOP
MOVIES IS A TOTALLY
UNIQUE VENUE.
75%
of visitors coming from outside
the CBD area - showing
ROOFTOP MOVIES IS AN
ATTRACTION FOR PEOPLE
LIVING OUTSIDE THE CITY.
74

ROOFTOP 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
205
Average Nightly
attendance
16k+
Instagram
followers
38k+ 105
FAcebook
Fans
FILM
EVENTS
33
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
2020 IMPACT REPORT
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

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.
79

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% 65%
43%
listed “TO ENJOY THE
ATMOSPHERE AND
UNIQUENESS OF THE VENUE”
as their number 1 reason for
visiting the venue.
of attendees WERE
VERY SATISFIED WITH
THEIR VISIT.
of attendees CAME TO
THE 2019 GIRLS SCHOOL
CINEMA SEASON MORE
THAN ONCE.
THE WHOLE
EXPERIENCE WAS A
MEMORABLE ONE MY
DAUGHTERS AND I
WILL DEFINITELY BE
BACK AGAIN SOON
- 2020, Girls School Cinema Customer.
100%
of surveyed respondents
AGREE THAT GIRLS
SCHOOL CINEMA IS A
TOTALLY UNIQUE VENUE.
100%
Or surveyed
respondents
plan to return
80

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+
Instagram
followers
4k+ 100
FAcebook
Fans
FILM
EVENTS
31
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 Festival’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.
85

ARTRAGE INC
2020 IMPACT REPORT
ECONOMIC IMPACT
2019 2020
95%
THE ESTIMATED SPEND DELIVERED
BY FRINGE WORLD WAS MORE THAN
$72.4 MILLION!
OF CUSTOMERS
LIVE IN THE PERTH
METRO AREA
Including pre- and post-event expenditure in restaurants,
bars and accommodation.
The economic impact of the Festival is also registered through
direct spend to produce and present the 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 HAD
A DRINK AT A BAR / NIGHTCLUB /
CAFE before or after attending a
FRINGE WORLD venue.
of the surveyed audience
ATE AT A RESTAURANT before
or after attending a FRINGE
WORLD venue.
91%
87%
91%
87% 87%
83%
74%
65%
Think FRINGE WORLD has
CONTRIBUTED TO MAKING
NORTHBRIDGE AND PERTH
CITY A MORE VIBRANT PLACE.
Agree that FRINGE
WORLD CONTRIBUTES
TO MAKING PERTH
SPECIAL AS A CITY.
Think FRINGE WORLD
INTRODUCES NORTHBRIDGE
TO PEOPLE WHO DON’T
NORMALLY VISIT.
Indicated that THEIR
LEVEL OF TRADING
INCREASED.
86

ECONOMIC IMPACT
VISITOR EXPENDITURE BY SUBURB
WHERE WAS YOUR AVERAGE DAILY EXPENDITURE PRIOR TO AND AFTER ATTENDING A FRINGE WORLD VENUE?
9.2% OTHER
up 13%
78%
1% MIDLAND
6% BASSENDEAN
6% SCARBOROUGH
6% MT LAWLEY
5% LEEDERVILLE 4% SUBIACO
57% PERTH CBD 62% NORTHBRIDGE
2% STH PERTH
OF BUSINESSES
AGREE THAT
FRINGE WORLD
new in
2020
CONTRIBUTES
TO MAKING
NORTHBRIDGE
FEEL SAFER
83%
9% FREMANTLE
2% ROCKINGHAM
OF BUSINESSES
THINK FRINGE
WORLD BRINGS
NEW PEOPLE INTO
NORTHBRIDGE,
WHICH HAS A
LONG-TERM
BENEFIT FOR
THEIR BUSINESS
87

ARTRAGE INC
2020 IMPACT REPORT
VISITOR GROSS EXPENDITURE
In this section are the calculations made in order to estimate
the gross expenditure by the Festival’s audience, a key
component of the economic impact of FRINGE WORLD Festival.
Of the audience surveys collected, the vast majority were
completed by visitors who lived in the Perth metropolitan
area (95%).
LOCATION NUMBER %
City of Perth 701 15.5%
Elsewhere in the Perth Metropolitan Area 3586 79.1%
Elsewhere in Western Australia 179 3.9%
Elsewhere in Australia 42 0.9%
Overseas 26 0.6%
DAY VISITOR VS STAYING VISITOR
TYPE OF RESPONDENT %
Day visitors (from City of Perth) 14.1%
Day visitors (from elsewhere in the Perth Metro Area) 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
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.
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.
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.
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 2019’s figure of $58.5m.
ESTIMATED TOTAL GROSS SPEND
LOCATION
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%
Overseas 922 5.4 $262 36.8% $824,410 1.4%
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
89

ARTRAGE INC
2020 IMPACT REPORT
PERFORMER EXPENDITURE
From originally having 145 visiting international and interstate
performers and production personnel in the first year of the
Festival, this number has grown steadily over festivals to 1,072
participating visitors in 2020.
Over the years we have steadily been increasing average
travelling Artist season lengths to help ensure they get the
most out of their FRINGE WORLD festival stints. Based on the
average stay of 17.5 nights per intrastate participant, 15.9 nights
per interstate participant and 22.2 nights per international
participant, visiting Festival participants spent an estimated
20,418 nights in Perth during their stay in 2020. This is 28%
higher than the 15,891 figure of 2019.
We look at expenditure by four different categories of
performers: local performers from within Perth Metropolitan
area, performers from within WA (intrastate), performers from
elsewhere in Australia (interstate) and those from outside of
Australia (international).
To approximate the expenditure of performers from Perth Metro
area, we use the box office payments made to local performers
as well as fees paid to Perth artists for contributions to free
programs. Since these performers are Perth-based, we have
assumed that the bulk of their fees generated through the
Festival will end up being spent in the Perth economy. As this
revenue has been included in the FRINGE WORLD expenditure
figures they are not considered further here.
Based on our participant survey data, we calculate average
daily expenditure for intrastate artists at $221, interstate artists
at $187 and $172 for international artists. These figures are inline
with those used by the Australian Department of Resources,
Energy and Tourism to calculate tourism expenditure.
Travel expenditure for performers is not included in estimated
performer expenditure, since the bulk of this expenditure will be
on travel from elsewhere in Australia or from overseas, accruing
to airline and travel operators based outside of Perth.
VISITING PERFORMER EXPENDITURE CALCULATIONS
TYPE OF PERFORMER
TOTAL NIGHTS/DAYS
TOTAL AVERAGE
DAILY SPEND
TOTAL EXPENDITURE
Perth 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
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 $10,681,746
90

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
91

ARTRAGE INC
2020 IMPACT REPORT
MULTIPLIED TOTAL EXPENDITURE
SOURCE OF EXPENDITURE
TOTAL GROSS
EXPENDITURE
TOTAL GROSS VALUE
ADDED (WITH
MULTIPLIER)
FTE JOBS FROM GROSS
EXPENDITURE
Audience $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 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
measure the knock-on effects of gross expenditure, since part
of the money spent in shops, on suppliers, etc. will then be respent
by those shops and suppliers on other things, and so on.
We therefore apply a Gross Value Added multiplier of 1.39, taken
from Multipliers for Culture-related Industries by the National
Centre for Culture and Recreation Statistics of the Australian
Bureau of Statistics (ABS) 1 . This takes the total multiplied
expenditure to $100,624,315. The individual multiplied figures are
reproduced below.
We also apply a Full-Time Equivalent (FTE) employment
multiplier of 22 jobs per $1m spent per annum to the Total
Gross Expenditure figure with multiplier (again in keeping with
ABS standards), to convert this expenditure into jobs created
by the spending associated with FRINGE WORLD.
These figures of $100.6m and 2,214 FTE jobs represent a 0.4%
increase compared to 2019’s totals of $100.2m and 2,205 FTE
jobs generated in WA.
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
TYPE OF VISITOR
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
TOTAL 12,106 $13,532,544
MULTIPLIED TOTAL 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 2019’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
2020 IMPACT REPORT
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

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
COMEDY AWARD
Presented by Gage Roads Brewing Co.
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
CHILDREN’S EVENT AWARD
Presented by City of Perth Parking
Winner: Game ON 2.0!
Presented by Last Dodo Entertainment
WA Winner: Magnus’ Explosion Laboratory 2:
Electric Boogaloo
Presented by Kids Cabaret
MUSIC & MUSICALS AWARD
Presented by Nova 93.7
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
Presented by MadFish Wines
Winner: Sirqus Alfon – I Am Somebody
Presented by THE RECHABITE AND SIRQUS ALFON
WA Winner: Aria
Presented by Kinetica
VARIETY LINEUP AWARD
Presented by ABC Radio Perth
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
98

FRINGE WORLD AWARDS
$300,500
HAS BEEN AWARDED TO ARTISTS SINCE 2012.
THEATRE AWARD
Presented by Perth Theatre Trust
Winner: Waterloo
Presented by The Blue Room Theatre Summer
Nights and Bron Batten
WA Winner: SLUTDROP
Presented by PICA & Jacinta Larcombe
VISUAL ARTS AWARD
Presented by oOh! Media
Winner: GANify: Funhouse Mirror Machine
Presented by Perth Machine Learning Group +
Perth Artifactory
STREET PERFORMER & BUSKERS AWARD
Presented by City of Perth
Winner: Logy Logan
Presented by Logy on Fire
CRITIC’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
SPIRIT OF THE FRINGE AWARD
Presented by FRINGE WORLD
Winner: James Berlyn
INDEPENDENT PROGRAM AWARD
Presented by FRINGE WORLD
Winner: Sunset Veranda
INDEPENDENT VENUE AWARD
Presented by FRINGE WORLD
Winner: Comedy Lounge Perth City
WA PRODUCER AWARD
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
99

ARTRAGE INC
2020 IMPACT REPORT
THE VIBE IS ALWAYS
AWESOME, THE
AUDIENCES ARE KEEN
AS, AND WHAT A GREAT
THING TO BE PART OF!
WE’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

Media Partners
FRINGE WORLD
Principal Supporter
Principal Partner
Government Partners
Principal Hospitality Partner
Major Partners
&
Key Partners
Production & Supply Partners
Associate Partners
ROOFTOP MOVIES
GIRLS SCHOOL CINEMA

THANK YOU TO
OUR AWESOME
PARTNERS
IN 2020!
Little Death Club. Photo by Johannes Reinhart.