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This guide is all about helping you understand how to make the most of your ticketing strategy at Adelaide Fringe. Getting your ticketing sorted early can seriously boost your revenue and set you up for a smoother festival experience. Many of these Fringe ticketing options can be arranged well in advance, so when showtime rolls around, you can focus on what you do best... performing and soaking up the Fringe atmosphere!

Contents

What is FringeTIX?

FringeTIX is Adelaide Fringe's very own ticketing agency. We're here to help you get your show on sale and assist with all your ticketing queries and needs throughout the festival.

How to Get in Touch with FringeTIX

You can reach the FringeTIX hotline on (08) 8100 2012 or send an email to ticketing@adelaidefringe.com.au.

Ticket Reports

Want to keep an eye on your ticket sales? Manage My Tix is your go-to spot for all your ticketing reports. You can find it here, and there's a handy step-by-step guide to reports available here.

Ticket Price Types

The first thing to do is pick which price types you'd like to offer for each of your performances. There are quite a few, so don't feel like you have to use them all. Keeping it simple and clear for customers to understand what they're paying for is often best.

  • Full Price (FP): This is your main price point and might be the only price you need. Set this price for what you want an adult to pay.
  • Concession (C): If you'd like to offer a discount to seniors, full-time students, children 17 years and younger, and concession cardholders, price your concession tickets a few dollars less than your full price.
  • Preview (Prev): A preview price can be applied to your first one to three performances and is cheaper than the full price. Previews allow artists to identify issues and opportunities for improvement before media reviews. We suggest pricing your preview tickets at the same rate, or less than, your concession tickets. If preview pricing is chosen, this is a flat rate per ticket, and only this one price type is available.
  • Child: If selected, this should be less than your concession ticket. Child tickets are for shows suitable for children under 12. This ticket type is for a child who will occupy their own seat. A Babe in Arms policy applies to children under 2 years old (or 18 months and under for Garden of Unearthly Delights events) who don't need a ticket, provided they sit on the lap of the ticket buyer.
  • Family (F): For family-friendly events, you can add a family price to allow entry for either two adults and two children or one adult and three children at a discounted rate. The ticket amount entered must be the combined total price for all four tickets.
  • Group 6+ (Gr 6+): This offers a discount for groups booking six or more tickets in one transaction. Set the price lower than the normal full price ticket to encourage larger bookings. Enter it into AVR as the single ticket price only.
  • Early Bird (EB): This is a new ticket type designed to encourage early ticket sales. These tickets will be on sale for seven days only from when the full programme launches (typically 6-12 December), offering your audience a 30% discount for a limited time. You control how many discounted tickets are available and can opt-in by selecting this new ticket type during registration. The offer is limited to two tickets per buyer, per show.
  • Midweek Treat: Midweek Treat tickets are only available on Wednesdays, offering a discounted price on that day to boost midweek sales. This initiative helps you attract new audiences and sell more tickets on quieter days. You can decide the price discount, how many tickets to allocate, and which Wednesdays to opt in. Midweek Treat tickets will be filterable on our website and and the Fringe app.
  • Fringe Membership (FM): With over 8,000 Fringe Members, Fringe Member priced tickets are a great way to get extra bums on seats. You have the option to offer all Fringe Members 2-for-1 full price tickets. For customers, this offer is limited to two tickets per event, per Fringe Member.
  • BankSA Cardholder: With over 450,000 customers, BankSA Cardholder price tickets are very popular. You have the option to offer BankSA Cardholders 25% off your full price ticket. This offer is limited to two tickets per event, per BankSA Cardholder.
  • VIP: VIP tickets can be added to your ticketing strategy to set a higher price point and offer additional benefits or experiences for ticket buyers (such as priority queuing or reserved seating in the best spots, managed by the presenter and venue).
  • Companion Card: The Companion Card scheme is a national programme where people with access needs who require attendant care support are issued a second ticket at no cost for their companion. It's a condition that all Adelaide Fringe events offer complimentary Companion Card tickets, so this ticket type is automatically included in AVR. For more information on the scheme, please visit https://www.nds.org.au/resources/companion-card-sa.
  • Schools: If you've opted into the Schools Programme, your event will be appropriate for school-aged audiences. Schools tickets have a discounted artist inside charge of 2.5%, so you'll need to nominate a price lower than your cheapest ticket. Contact schools@adelaidefringe.com.au if you'd like to know more about the Schools Programme.
  • Meal & Show: This bespoke ticket price should cover both the performance ticket and catering. If you need assistance, please contact ticketing@adelaidefringe.com.au.

Please note that Meal & Show tickets, Early Bird, and VIP tickets are unable to have promo codes applied to them.

Also, please note it's a condition that if your event has a Meal & Show ticket type, you must have Companion Card options available for people with access needs who require attendant care support. You can set up these Companion Card options on your AVR registration (under the Ticketing section). For more information contact ticketing@adelaidefringe.com.au.

Example Pricing Structure

Be smart about your pricing! Use the various price types to your advantage. On Friday and Saturday nights, you're more likely to attract a larger audience, so consider charging a premium on those nights. Then, offer concession or discount pricing on nights when attendance might traditionally be smaller. We also encourage uniform pricing as much as possible. Aim for whole dollar amounts and keep pricing consistent across weeknights, and then similarly for weekend pricing.

 
Early Bird (Available for first week of sale)
Mon-Thurs: Early Bird Price $19.60
Fri-Sun: Early Bird Price $22.40
Preview (Up to the first 3 performances)
Preview Price $18
Mon-Thurs
Full Price $28
Concession $25
VIP $38
BankSA Cardholder 25% off Full price
Midweek Treat $23 (capped at 20 tickets)
Fri-Sun
Full Price $32
VIP $42
Concession $28

Please note this is just an example; make sure you choose the price types that best suit your event.

Average Full Price 2018-2024 and Average Price per Genre

What's a reasonable price to charge for your event? Please value your work and consider why you're participating in the Adelaide Fringe. Make sure you factor in your specific circumstances, your budget, and your goals. Every artist will have different financial priorities; some are doing a Fringe event for financial gain, while others seek exposure or experience.

Here's a look at the average full price over recent years:

Year Average Full Price*
2024 $32.00
2023 $36.20
2022 $36.00
2021 $30.60
2020 $36.10
2019 $33.30
2018 $31.70

*Last updated August 2024

And here's the average price breakdown by genre:

Genre Average Full Price*
Cabaret $42.10
Kids and Family $23.52
Circus $50.81
Comedy $37.71
Dance $30.04
Eat and Drink $43.96
Events $32.05
Film and Digital $14.57
Interactive $28.50
Magic $49.39
Music $40.69
Theatre and Physical Theatre $41.63
Visual Arts and Design $28.00
Workshops and Talks $65.25

*Last updated April 2023

Fees and Charges

Inside Fee

We're committed to making sure you get the most out of your ticket sales. Our inside fee is set at 5% and is the only ticketing fee artists and venues pay. Some ticket platforms have inside fees of almost 15%, but we work hard to keep ours low to ensure higher returns for your box office settlements.

When you're setting up your ticket prices in AVR, you'll need to enter the total advertised ticket price. AVR will then show you the net ticket price, minus any inside fees, so you can easily see and review your pricing structure. You'll know immediately how much you'll take home per ticket sold.

In your advertising material, please make sure you display the total advertised ticket price and include 'plus transaction fee'. For example: Full Price $30 (plus transaction fee). It's a requirement that customers see all pricing as a whole, and this price is known as the 'Advertised Price'.

Customer Transaction Fee

A flat transaction fee of $4.80 is applied to each purchase across all our sales channels. This means whether customers buy on the website, over the phone, or at our box office, the same transaction fee applies. Some ticket platforms charge per ticket, but Fringe charges only once per transaction, regardless of how many tickets are in the customer's cart.

Why These Fees Matter

Adelaide Fringe is a not-for-profit organisation, and these fees are crucial for our operations. They help cover essential costs like box office expenses, bank and payment processing charges, and staff to handle box office income settlements for artists and venues. These fees also fund the maintenance of our ticketing platform and the running of our website. Adelaide Fringe is proud to employ local South Australians in our ticketing team, on the phones in the call centre, and in the box office, and these fees support those jobs as well as the systems that ensure smooth operations from back-end to front-end sales.

Complimentary Tickets

You have complete control over your complimentary tickets, which can all be managed in the ManageMyTix Portal once your event is on sale.

Presenter-issued complimentary tickets (also known as 'presenter comps' or 'papering tickets') incur a fee of $0.30 per ticket. This amount is charged at settlement. There's no limit to how many complimentary tickets you can issue. The same applies to venue-issued comps and promoter-issued comps.

However, complimentary tickets issued by Adelaide Fringe that you've pre-approved (this includes Media Review Comps, Awards Comps, Schools Comps, Honey Pot Comps, Ticket Giveaways programme, Fringe Membership Giveaways, and Companion Card) won't incur the $0.30 fee per ticket.

Promo Codes

A promo code offer is another fantastic way to generate early ticket sales or boost sales on quieter days.

Promo code offers are discounted price types linked to a specific code word that you can use to promote your show in marketing campaigns, appeal to specific audiences, or use when flyering.

Since 2024, you've been able to add promo code offers in AVR during your Adelaide Fringe Event registration. This is a great way to be strategic about your discounts and offers for the season, so choose codes and discounts you can reuse or repurpose!

Once events are on sale, during busy periods, new promo code requests can take up to 72 hours to action. By planning ahead and adding robust, reusable promo codes in AVR during registration and before your event goes on sale, you'll bypass the queue for promo code requests.

Of course, if you've already finalised your registration, promo codes will need to be built manually in the ticketing system by the FringeTIX team. You'll need to request this by sending an email to ticketing@adelaidefringe.com.au with the following details:

  • Event & venue name
  • Promo code word (maximum 15 characters, no special characters or spaces)
  • Discount amount (applies to Full Price tickets only)
  • Date & time of the show/s you wish to apply it to
  • Number of tickets available to purchase (if you wish to set a limit)
  • Start date/expiration date of promo (if time restricted)

Keep in mind that promo code offer prices aren't publicly visible, so there's no risk of someone accessing the price until you've shared the promo code with your audience.

Click here to view our resource on setting up your promo code.

What are you waiting for? Get ahead of the rush and add your promo code in AVR at registration.

To set yourself up for success with promo codes:

  • Choose a codeword(s) relevant to your event.
  • Don't make it too easy to guess.
  • Don't forget you can add a cap!

You Own Your Tickets

It's completely your decision what you do with your tickets. Adelaide Fringe will not make decisions about your tickets without your consent. This means that:

  • We do not give away tickets without written request or permission from the registered presenter.
  • We do not discount your tickets without written permission from the registered presenter.
  • We do not increase your capacity without written permission from the registered presenter.

Ticketing Law - Live Performance Australia Guidelines

Adelaide Fringe issues FringeTIX® tickets in accordance with the LPA Ticketing Code of Practice.

This means by participating in Adelaide Fringe and agreeing to the artist agreement, you're acknowledging compliance with the LPA Ticketing Code of Practice.

For more information, click here.

What Else Can You Do?

Fringe has some fantastic initiatives to help you attract new audiences and get bums on seats. Make sure you check out the 'Ticketing Summary' and 'Opportunities' section of your AVR to find out more and get involved with:

Lumo Flash Sale

The Flash Sale will happen again in January 2025, with Lumo Energy SA backing it. Customers will receive $5 off full-price tickets for all participating events. Each event can offer up to 20 discounted tickets. You'll still receive the full ticket price, with the $5 difference being covered in your final payment. Adelaide Fringe will also run a special marketing campaign to promote this sale.

Consider joining the Adelaide Fringe 2025 Flash Sale, supported by Lumo Energy SA!

Bundles

Bundles allow you to offer a discount when audiences buy tickets to two or more shows together in one transaction. These shows can be from the same presenter or different presenters.

Here's how it works: When someone adds tickets to both Show A and Show B in their basket at checkout, they receive a discount (e.g., 10% off both tickets). You decide the discount amount and the discount type. It's a great method of cross-pollination marketing, encouraging people to see more shows and save money!

Please note that Bundles:

  • can be complex to build and take time, so don't leave your Bundle request to the last minute. Plan ahead and allow a minimum of 72 hours.
  • are not compatible with all shows and ticket types. For example, some venues (like The Garden of Unearthly Delights) cannot bundle with a show from a different venue.
  • generally only work on Full Price tickets, and not bespoke ticket types.
  • work best on shows with the same or similar price points, and compatible dates and times. It's up to you to do the planning.
  • can have a limit and/or promo code applied.
  • can be promoted in a public Fringe List, but aren't directly promoted by Fringe; it's up to you to spread the word.

Summary

  • A well-planned ticketing strategy is crucial for maximising your revenue and ensuring a smooth Fringe experience.
  • Adelaide Fringe offers various ticket types, including discounts for specific groups, early bird offers, and midweek incentives to help you attract a wider audience.
  • Our low 5% inside fee and flat transaction fee structure are designed to ensure you receive a higher return on your ticket sales.
  • You maintain full control over your ticketing decisions, including complimentary tickets, and can use promo codes to boost sales strategically.

Additional Resources