Despite the challenges of presenting performances in a COVID world, and with initial uncertainty about audience confidence, Adelaide Fringe is projected to sell a phenomenal 630,000 tickets to a value of $16.4million.
Reduced capacities and a decrease in the number of registered shows due to international border closures did not stop audiences from far and wide embracing Adelaide Fringe wholeheartedly during the pandemic. Interstate tourists also flocked in to see Fringe; to date 73,710 tickets have been sold to tourists visiting South Australia.
Artists, venues, audiences, tourists, local businesses and the people of South Australia are being praised for the dedicated work and support over the past month to make Adelaide Fringe such a monumental success.
Adelaide Fringe Director and CEO Heather Croall said she is delighted by the significant opportunity the festival has created for artists and audiences to engage in arts and culture after an extraordinary year.
“All eyes were on us. We collaborated widely and were committed to putting this Adelaide Fringe on for the people of South Australia and creating a platform for artists to perform once again,” said Ms Croall. “We are so thankful for the support from South Australians who got behind Fringe this year.”
Audiences have embraced the implementation of the COVID-safe guidelines from scanning the QR codes upon entry to every venue, using the e-ticketing system and wearing masks in venues selling more than 50% capacity.
Endless creativity and innovation were applied to present this year’s Fringe in response to COVID, including the build of large outdoor amphitheatres, immersive light displays, festival activations in laneways and digital experiences.
The season of the immersive arts display, Borealis, has been extended for an additional week due to high demand, running from 24 – 28 March exclusively, giving audiences a chance to experience the magic of the Northern Lights here in Adelaide.
Adelaide Fringe has successfully continued to improve on its accessibility initiatives in 2021, which this year included partnerships with Deaf Can:Do and new partner Guide Dogs SA/NT. Adelaide Fringe undertook a large development on the festivals website enabling audiences with accessibility needs to book their own companion card tickets, without the barrier of calling the call centre.
New ticketing initiatives included ‘Double Your Applause’ which raised $52,000 in ticket sales for artists, whereby audiences could purchase 2 seats, one for themselves and one as a donation for the empty COVID safe seat next to them. The mid-week treat price type increased audiences’ attendance for weekday performances, allowing audiences to attend at a cheaper price and artists to have larger houses outside of the weekend.
“Because of the international travel ban, it was an opportunity for South Australian artists to shine in their hometown when usually they would be performing in all corners of the globe, so we really did have the best that the country has to offer, right here at Fringe,” said Ms Croall.
South Australian Premier Steven Marshall congratulated South Australia on the huge effort in following COVID regulations and the support shown to the icon that is Adelaide Fringe.
“Adelaide Fringe has defied the odds and once again brought to life the city and the wider state. It is remarkable what event organisers, artists, venues and audiences have been able to participate in together over the last 31 days and nights,” said the Premier.
“There certainly was a buzz all over the state and it was exciting to see audiences out and about, throwing their support behind this amazing festival.”
Adelaide Fringe hits the road each year, taking the colour and joy of Fringe to regional towns through the Fringe on Tour showcase. Adelaide Fringe travels to Whyalla from the 19 – 28 March 2021.
“It’s great to see the community support our local venues, and to see artists getting work after hospitality and the arts being so hard hit by the impact of the shut down a year ago,” said UnEarth Whyalla Arts and Cultural Officer Deborah Hughes.
“Thanks to the Fringe for their support and encouragement to start on this journey and giving us access to some world-class acts to enjoy right here in Whyalla.”
The 2022 Adelaide Fringe will run from 18 February to 20 March. For more information, visit: www.adelaidefringe.com.au for details.
Image: BOREALIS at Gluttony – photo by Chloe Elizabeth