Get ahead and find out: What’s New In Ticketing 2025
Early Bird
To increase early ticket sales, we're introducing a NEW TICKET TYPE for 2025: Early Bird. This ticket type will be on sale for 7 days only from when the full program is launched (6-12 December), offering your audience 30% off tix.
You control how many discounted tickets are on offer and you can opt-in by selecting this new ticket type at registration. The offer is restricted to 2 tickets per buyer, per show.
While optional, Adelaide Fringe has created a new marketing strategy to promote this new ticket type, so by opting in, not only are you incentivising early ticket sales but you show will be promoted to the wider Fringe audience.
Early Promo Codes
A promo code offer is another great way to get some early ticket sales, or boost ticket sales on one of your quieter days.
Promo code offers are a discounted price type associated with a code word that can be added to promote your show in marketing campaigns, appeal to specific audiences or use when flyering.
Since 2024, you have the ability to add promo code offers in AVR during registration of your 2024 Adelaide Fringe Event. This is a great way to be strategic about your discounts and offers for the season, so choose codes and discounts your 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 ropbust, reusable promo codes in AVR during registration and before your event is on sale, you’ll skip the queue of promo code requests.
Keep in mind that promo code offer prices aren’t publicly visible, so there’s no risk in someone accessing the price until you’ve communicated the promo code to your fans.
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.
Get set up for success:
- The code must be under 15 characters, contain no special characters with no spaces.
- Choose a codeword(s) relevant to your event.
- Don’t make it too easy to guess.
- Don’t forget you can add a cap!
The Papering List
NEW in 2025, The Papering List is a new initiative designed to help artists boost attendance to an engaged audience via Adelaide Fringe channels. On average, Adelaide Fringe issues between 2-6% complimentary tickets each season, and this program allows artists to manage a portion of those tickets strategically.
By opting into The Papering List, you give Adelaide Fringe permission to distribute a set number of tickets on your behalf.
These tickets will be offered to select audience, including but not limited to:
- Our family and friends database
- Fringe Members
- the arts industry broadly and
- BankSA Cardholders.
We will be enhancing our website to support this program, either through a dedicated database or a gamified module. This will ensure that we can administer these tickets in a controlled and targeted way, that will compliment sales not hinder them.
Important Details:
- Ticket Distribution: Tickets will not be issued for Friday or Saturday performances.
- Opt-In Options: You can choose to distribute 10, 25, or 50 tickets to begin with.
- Season Management: If your season is going well, you can request that we stop issuing these tickets. Conversely, you can opt to distribute more once the festival is underway.
- Timing: Tickets from The Papering List will only start being issued on the first day of Fringe.
To opt your show into The Papering List, simply select your desired number of tickets (10, 25, or 50) at registration. You can adjust this number as your season progresses by contacting the Adelaide Fringe team via ticketing@adelaidefringe.com.au
This program is a great opportunity to fill those extra seats and ensure your performance reaches as many people as possible. Whether you're aiming to build word-of-mouth buzz or want to connect with Fringe insiders, The Papering List is here to support your success.
VIP Ticket Type Customisation
A VIP ticket type can be added to your ticketing strategy to set a higher price point and offer additional benefits or experiences for ticket buyers (ie. priority queing or reserved seating in the best seats in the venue - managed by the presenter and venue).
Although VIP tickets are not new, what is NEW: the ability to tailer your VIP ticket offerings during registration, including your VIP Price Name, Ticket Cap and Ticket Description: what your VIP guests will get for the higher price point. Remember to keep it clear, concise and deliverable.
Media Ticketing - Reviewer Tickets
NEW, during registration you have the option of allocating up to 8 single tickets (16 for Children’s events) to accredited media reviewers or up to 8 double passes.
Reviewers prefer double passes so they can bring a guest to your performance. By adding the option of a double pass, you’re encouraging attendance, whilst spreading the additional word of mouth of their guest.
Meal & Show events
Do you have a Food or Drink Component involved in your event?
NEW in 2024 during registration in AVR you have the option of listing dietary options, uploading a menu and listing a contact for customer specific dietary requirements.
You can also now customise your $0 Companion Card ticket type for Meal & Show events to include either:
-
Show Entrance and Food & Drink
-
Show Entrance Only (No Food & Drink)
-
Show Entrance Only (Food & Drink Paid) with customisable price.
Bundles
Are you a presenter rolling out mulitple shows this Fringe? Do you have a friend or collegue presenting their own show too?
If so, creating a Bundle may be a great opportunity to sell some extra tickets or tap into a new audience.
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 get a discount (ie.10% off both tickets). You decide the discount amount and the discount type.
It's a great method of cross pollination marketing, encourage 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 leave yourself a minium of 72 hours.
- are not compatiple 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 promoted by Fringe, it's up to you and spread the word.
For more information email Ticketing on ticketing@adelaidefringe.com.au
F.E.R.G.I.E
In 2024 we’re introduced our very own Fringetastic AI Chatbot: FERGIE (Fringe Expert for Responding to General Info and Enquiries). FERGIE is live and available to chat on AVR now.
FERGIE is your first port of call to help point you in the right direction, provide information or answer general enquiries, 24 hours a day, 7 days a week!
Of course if you’re in need of further assistance, our wonderful Fringe team is available through the regular channels:
Artist and Venues team: artists@adelaidefringe.com.au or 08 8100 2022
Ticketing team: ticketing@adelaidefringe.com.au or 08 8100 2012