VENUE MAGAZINE Your Blueprint for Adelaide Fringe 2027
Loud & Proud, at the Fantail at Gluttony. Photo: Razan Fakhouri, 2026.
CONTACT US Adelaide Fringe is committed to supporting venues and artists at every step of the way, ensuring success and providing assistance throughout the process.
ARTIST AND VENUE
08 8100 2022 venues@adelaidefringe.com.au Registration support and resources, etc.
MARKETING
08 8100 1012 ads@adelaidefringe.com.au marketing@adelaidefringe.com.au Assistance in Fringe-ifying your venue, venue signage, and Advertising and Digital Marketing packages.
TICKETING 08 8100 2012
ticketing@adelaidefringe.com.au Ticketing support and resources, plus assistance with reporting and data collection.
niina marni! Welcome back to all our returning venues, and a big welcome to everyone joining the Adelaide Fringe family for the first time. Whether you’re a year-round space or a pop-up, hosting one event or a hundred, you’re an essential part of what makes Fringe happen. This edition of the Venue Magazine guides you through the most important details of participating in Adelaide Fringe as a venue. From registering your venue and building your program, to marketing, ticketing and the extras you get for participating, it’s packed with tips and resources to help you make the most of the season. - Adelaide Fringe Team
Stay in touch! Sign up to our eNews to stay up to date! Like our Facebook Page to follow FringeWORKS News. Join our Facebook Group to connect with the community. Cathedral Chiaroscuro. Photo: Kyahm Ross, 2026.
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What is Adelaide Fringe?
The Southern Hemisphere’s largest arts festival
Adelaide Fringe is an open access arts festival that takes place across the whole of South Australia during late February to March every year.
31 magical days and nights from 19 February 21 March 2027
Stretching across the whole of South Australia
Absolutely anyone can register an Event or Venue
Participating in Adelaide Fringe can open your doors to bold artists and new audiences who want to discover your venue, but don’t yet know it. Fringe gives you the chance to diversify your programming, tap into the festival buzz, and position your space as a new go-to. Whether you’re looking to fill quiet nights, trial new work, or energise your regulars with something unexpected, Fringe is a low-barrier, high-impact way to make your venue part of something bigger.
Fringe will... •
Give you access to new audiences you haven’t already connected with
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Include a listing on adelaidefringe.com.au (24M+ website views)
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Provide assistance for ticket sales, event reports, promo opportunities and customer service - all the way through rego to curtain call
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Provide a venue pack including signage and resources
Your Venue will... •
Choose what events you want to host at your venue
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Support and manage artists
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Promote your Fringe program within your community
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Key Dates 25 AUG 2026
Venue Registrations Open
Re-register your venue for 2027 or register it if you’re new to Adelaide Fringe!
Event Registrations Open 8 SEP 2026
SEP 2026 TO END OF SEASON
5 NOV 2026
4 DEC 2026
Artists will begin registering and connecting with you as a venue. If you’ve got a quiz night, workshop or event you usually host at your venue year-round - you can also register this for Adelaide Fringe 2027!
On-Sale Advertising
Peruse our Ad Kit and see what advertising opportunities are available to promote your event once tickets go on sale.
Advertising Booking Deadline for Printed Guide
Make sure to book your advertising for printed Fringe Guides!
Program Launch
Tickets for Adelaide Fringe 2027 go on sale to the public! This is your time to start showing off the artists and events you’ve programmed!
19 FEB 2027
Adelaide Fringe Opens
21 MAR 2027
Adelaide Fringe Closes
Kick off the magical 31 days and nights of Adelaide Fringe!
A night to celebrate the success of the 2027 season!
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STEP ONE:
Registering
AVR is our official Artist and Venue Registration platform, where you can register your venue, connect with artists, manage your profile, and purchase official Fringe advertising, all in one place. This year, AVR comes with a fresh new look and improved functionality, with a new beta version designed to make your registration experience faster, easier and smoother than ever!
1.
Sign into AVR Or if you’re new to the platform, create an account at avr.adelaidefringe.com.au
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Build your venue profile
3.
Explore the Support Hub.
On the home page, select + Create a venue to get started.
Find helpful information and resources on planning, ticketing, marketing and more, plus everything you need to get up to speed on what’s new.
Head to the Support Hub on AVR to learn all about the new features.
AUGUST 2026 - MARCH 2027
OCTOBER 2026 - JAN 2027
Call us for any support from the A&V team Mon-Fri, 9am-5pm ACST
Book a video call for marketing support from the Marketing team adlfrin.ge/ArtistMarketingCalls27
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STEP TWO:
Programming As an open access festival, we don’t book artists or events for you. This means you can go wild in curating a program that’s unique and favourable to your venue and audience. Play to your strengths and find your niche! You’re in control when it comes to choosing the events. Ask yourself these questions below when programming your venue!
WHO’S YOUR TARGET AUDIENCE? If you operate as a year-round venue, think about who your regular clientele are what would they want to see at your venue? Fringe could also be an opportunity to bring in new audiences! Where are the gaps in your clientele and what would draw them in to visit your venue?
WHAT WOULD BE A GOOD FIT? What’s the layout of your venue? Is there a space for a stage or are you more suited to hold a workshop? Front-on seating or cabaret style? Consider the limitations of your venue too - are you able to provide artists with a green room or dressing space? Is the stage best for a solo-act or can you fit an ensemble?
DO YOU ALREADY HOST EVENTS? Maybe you already host regular tastings or a quiz night. You can register these as Fringe events and attract new audiences to discover your venue and return year-round.
What genres are you interested in? Solo or ensembles? Do you want a wide range of events or focus in on your niche?
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The Gar den of Unea rthly Deligh ts. Photo: Jack Timberlake, 2026.
STEP THREE:
Choose Your Venue Structure There are no definitive rules on how much you should charge, or the structure of your hire agreement, but it’s important to have this established before you register your venue and engage with artists. Below are a few examples of venue hire structures:
Free Hire
Set Hire Fee (Flat Fee)
Your primary income stream from hosting Fringe events would be derived from potential food and beverage sales. This model works particularly well for venues like pubs, cafes, or restaurants looking to increase foot traffic and leverage their existing hospitality offerings. The increased patronage from Fringe audiences can significantly boost your bar or kitchen revenue.
A straightforward fixed amount charged for venue use, structured as: •
Per Performance: A flat rate for each individual event.
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Per Week: A weekly rate for extended runs.
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Per Season: A single fee covering the entire duration of the event’s season.
Set Hire Fee and Box Office Split (Combination)
Box Office Split Your venue doesn’t charge an upfront hire fee. Instead, you take a percentage of net ticket sales (after Adelaide Fringe fees are deducted). A common split is 70% to the artist and 30% to the venue, though this can vary.
A hybrid model combining both approaches. The venue charges a lower upfront fee than a pure set hire model, plus takes a smaller percentage of ticket sales. This offers financial security upfront while allowing the venue to benefit if the event performs exceptionally well.
Curated / Buy In
The venue pays a set fee to an artist or company to present their event at the venue. When a venue “buys in” an act, the venue typically retains all ticketing income generated by that event. This model is often used for high-profile acts or to diversify programming, but shifts more financial risk to the venue.
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ARTIST & VENUE CONTRACT Navigating the world of venue agreements can feel a bit daunting, but having a solid contract in place is one of the best ways to set yourself up for a smooth and successful Fringe season. We have a helpful Artist & Venue Contract HERE for guidance, but make sure you have one that works for both you and your artists.
Why a contract matters... When cash and logistics are involved, good faith alone isn’t enough. A contract protects both sides. For venues, it locks in which artists are performing when, what technical setup they need, and what happens if someone cancels. For artists, it confirms payment terms, performance length, billing on promotional materials, and what support the venue provides.
What should be in there? Keep it clear and specific. Include: •
Who, when, where: artist/group name, performance date(s), venue address, load-in and performance times
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The money: exact payment amount, when it’s due (before or after?), how it’s paid (cash, transfer, check)
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What’s included: venue staff/tech, how long the performance is, bump in and bump out, tech runs, etc.
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Cancellation clauses: what happens if either party backs out, and how much notice they need to give
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Promotion & rights: who’s responsible for marketing, and how the artist/ venue is credited
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Technical specs: stage size, power requirements, sound system access
BUDGET TEMPLATES
For an event or venue to succeed, a realistic and comprehensive budget is a great first step. Successfully participating in Adelaide Fringe involves careful financial planning. Our budget templates for both events and venues are designed to give you a clear overview of potential income and expenses. You can download it HERE. 9
STEP FOUR:
Ticketing MANAGE MY TIX Manage My Tix is your one-stop-shop for ticketing data and smooth venue management, and it’s a great place to start building your marketing campaigns. Every venue gets a Manage My Tix login for the day-to-day essentials, and it’ll look like this: USERNAME: ORG1234 (your unique organisation code) PASSWORD: youremailaddress@emails.com.au (the email address you used for registration) Once Fringe kicks off, make sure you’re across the Seat Listing with Access Requirement report, that gives you your door list, ticket types, and any access requirements of your patrons. Downloading this report and staying on top of access requirements is a critical part of the high level of customer service we strive to deliver, and venues play a huge role in making sure Fringe is enjoyed by, and accessible to, everyone. Depending on your settlement arrangement, you may also have a second reporting login with more detailed sales and customer reporting to help with budgeting and tracking your season. It can also give you a look at opt-in audience data from past seasons, handy if you’re keen to promote your venue for next Fringe. Need a hand? Check out ‘Ticketing within your Fringe venue’ in the Support Hub, or reach out to the Ticketing Team at ticketing@adelaidefringe.com.au.
6. 02 i, 2 r u o akh an F Sw ash B u : Raz o t ckling C o h e. P ircus, at The B unker at Fool’s Paradis
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UPGRADED FRONT OF HOUSE APP: NOW ON EVERY PHONE Big news for scanning: the Red61 Front of House app has had a major upgrade, and for the first time it’s now available on both Android and iOS. That means you can scan e-tickets straight from your own device, no picking up or returning hire scanners, and no added cost to your venue. It’s a fantastic way to track venue capacity in real time and validate tickets efficiently, and our Customer Experience team is still on hand for log in set up, troubleshooting and support. Following a successful pilot of scanner hire and e-ticketing rollout, from the 2027 season we’re moving fully to this BYO device model. Submit your interest in the latest Front of House app directly through AVR when completing your registration, and we’ll be in touch later in the year with more information and resources. Questions? Get in touch with the Customer Experience team at boxofficeadmin@adelaidefringe.com.au.
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STEP FIVE:
Marketing Your Venue
Being an official Adelaide Fringe venue is more than just providing the space - it’s about creating an environment that enhances the experience for both artists and audiences. Investing time in a marketing plan for your Fringe season contributes to the overall success of the event and enhances your reputation, creating a desirable place for future events and audiences to return.
CREATE COMMUNITY Your programmed artists don’t need to be strangers under the same roof. Start a group chat or Facebook group so they can say hello, swap tips, and back each other up across the season. When artists know each other, they promote each other — sharing audiences, filling each other’s rooms, and turning your venue into more than just a stage. A season built on connection is a stronger season for everyone, including you. ternational Quand le Corps S’exprime: The Body’s Narrative, at The Garage In
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@ Dom Polski. Photo: Jenny Kwok,
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Programming an event is only half the job - filling the room is the other half. Artists will really appreciate if you meet them halfway and support them in marketing the event. The good news: it’s easier than it sounds!
SHOW IT OFF! Put up a banner or display with everything that’s on during your Fringe season. A full program on display tells everyone walking past that something’s happening here.
WEAR IT LOUD! Display your venue decal. It’s the simplest way for the public to know you’re a Fringe venue - don’t hide it out back.
LET ARTISTS SPRUIK Let artists hand out flyers in your space, or leave a stack by the door. Their audience is your audience too.
START EARLY Ask artists for a poster and some imagery as soon as you’re confirmed - you can start promoting their event before they’ve even arrived.
BRIEF YOUR STAFF Make sure whoever’s behind the bar knows what’s on and when - they’re your unofficial box office and info desk. Encourage them to make recommendations what are they excited for?
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Marketing Timeline Check out our timeline to begin creating a foundation for your marketing campaign:
AUGUST Venue Registration
AUGUST Accessibility and Operations
SEPTEMBER Pitching and Networking
OCTOBER More Grants
OCTOBER
Consider Sustainable Practices within your venue
Build your Venue Profile and complete your registration in AVR.
Explore our Venue Accessibility Resource Pack to make your venue more accessible for audiences, artists and crew. Coordinate with artists to arrange specific requirements around sound systems, lighting, etc.
Determine the key selling points of your venue and participate in our Meet the Community event happening on 22 September. Network and pitch to producers, presenters and performers.
Keep an eye out for our second round of Fringe Fund grants launching this month! This round includes our new Access Grants, created to support direct access provisions for your event or venue, together with our three returning streams: First Nations Grants, Digital Marketing Grants and Venue Branding Grants. By integrating eco-friendly practices into your venue preparations, you can significantly cut down on waste, save energy, and promote greener choices, all while reducing costs and boosting your reputation with audiences.
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NOVEMBER Marketing Strategies
4 DECEMBER Program Launch
JANUARY Fringe Guide hits the streets
The Fringe Guide advertising booking deadline is 5 Nov, so make sure you’ve sorted your booking by then. This is a good time to work with artists to develop promotional strategies. Artists could include your venue logo and hashtag details on their materials and tag your venue in their promotional teaser. You could, in turn, provide physical or digital poster placement at your venue to create awareness among your regular customers. Some ideas to get you started can be found here.
Promote Fringe events happening at your venue on your website and social media platforms to coincide with Adelaide Fringe’s Program Launch buzz.
Fringe-ify your venue by sticking the 2027 Venue Decal where your customers can easily see it, and use promotional materials at your venue. From January, a new Quick Response Grants stream opens, created to support last-minute funding for circumstances outside your control, assessed case-by-case until funds are exhausted. Stay tuned for more information! All registered venues will get a delivery with a sticker for your venue, and we will also deliver guides to you in January. Let us know if you anticipate more guides at your venue so we can organise that for you.
FEBRUARY The Festival Begins!
MARCH Review Your Season
Use wayfinding signage at your venue during Fringe. Ensure that venue staff are knowledgeable about the events, including details like session times, venue layout, crowd control, accessibility and ticket scanning.
Gather feedback from performers and discuss potential future collaborations.
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Venue Decal & Pass As a registered Adelaide Fringe venue you can receive a branded decal to display on your venue. Pop this sticker on the door, window, or a prominent place of your venue where it can catch your audience’s eyes. Street frontage is ideal, so it’s clear that you’re a 2027 Fringe Venue!
Each venue is also issued with Venue passes. The pass entitles you to 20% off Adelaide Fringe merchandise at selected Box Offices and entry into FringeWORKS sessions and event. You’re also able to organise your own Fringe deals for all season pass holders.
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Wine Down, Fly High, at Berg Herring Wines. Photo: Jack Timberlake, 2026.
Don’t be afraid to reach out Artist & Venue
Ticketing
08 8100 2022 artists@adelaidefringe.com.au venues@adelaidefringe.com.au
08 8100 2012 ticketing@adelaidefringe.com.au
Marketing
Advertising
08 8100 1012 marketing@adelaidefringe.com.au
08 8100 2045 ads@adelaidefringe.com.au