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Taking your work beyond the city limits is one of the most rewarding ways to extend the life of your Adelaide Fringe season. Regional touring offers artists a chance to connect with new audiences, build community ties, and experience the unique warmth of South Australian country hospitality. In this session, Jennifer Laycock (Art for Earthlings) and Malcolm Harslett (Mighty Good Productions) share their firsthand experiences of hitting the road and why you should consider making regional dates a part of your Fringe journey.

Contents

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Filmed: 29/08/2023

Why Tour Regionally?

For many artists, the Adelaide Fringe season is just the beginning. Jennifer Laycock highlights that for regional audiences, live performance is often a rare and highly anticipated event. In towns like Bordertown and Kingston, shows can be met with an energy that is far more intense than a standard city season. "It's like seeing snow for the first time," Jennifer notes, describing the reactions of school children who had never seen live theater before.

Malcolm Harslett emphasizes that regional touring provides a "long tail" for your production. After investing in the creation of a Show, taking it to venues in Port Pirie, Whyalla, Renmark, or Mount Gambier allows you to amortize those initial costs and reach demographics that wouldn't otherwise travel to the CBD. It’s a platform that supports original Australian work and gives it a life beyond a single three-week window.

Marketing Beyond the City

One of the biggest hurdles identified by both producers is the "local intelligence" of marketing. What works in Rundle Mall does not necessarily work in the Mallee. Malcolm discovered that local advice can sometimes be contradictory; for instance, being told that local TV ads are a direct feed from Adelaide (and thus too expensive), when in reality, local regional rates can be far more accessible and effective.

Direct engagement is often the most powerful tool in a regional setting. Malcolm suggests using "exit surveys" and "curtain call selfies" to bridge the gap. By inviting the audience to take photos and share them immediately, you create a digital word-of-mouth trail in a tight-knit community where everyone knows everyone. Jennifer found success by partnering with local councils who funded the Show directly, removing the financial risk of ticket sales and allowing them to focus on community outreach through schools and local groups.

The Logistics of the Road

Regional venues vary significantly in their technical capabilities. While city venues are often specialized, regional stages like those at the Federal Hotel in Port Pirie or Maple and Pine in the Bundaleer Forest can range from intimate front bars to large outdoor lawns. Malcolm notes that his team had to adapt from a small stage in Adelaide to much larger stages in regional theaters, requiring flexibility in lighting design and projection.

Being "compact" is a major advantage. Jennifer’s team of three manages their own tech and set, allowing them to "bump in" and "bump out" quickly. This agility is crucial when you are trying to string together multiple dates across South Australia without the luxury of a full technical crew at every stop. It is also important to check the local calendar; booking a Show on the same weekend as a major local sporting event or festival can drastically impact your audience numbers.

Key Takeaways

  • Regional audiences are underserved and highly engaged: There is a significant appetite for live performance outside of the CBD, especially for children's theater and unique Australian work.
  • Financial viability often comes from partnerships: Selling your Show to a local council or securing a Fringe Fund Grant can make a tour viable even with small audience numbers.
  • Word of mouth is king: Personal introductions, "exit surveys," and encouraging social media shares at the Show are more effective than distant digital marketing.
  • Flexibility is essential: Be prepared to adapt your Show's content or technical requirements based on the specific venue and the community's needs.

Actionable Tips

  • Check the local calendar: Before booking a date, call the local council or venue to ensure you aren't clashing with the "biggest event of the year" in that town.
  • Contact local dance/arts schools: Reach out directly to community groups related to your genre. Don't just rely on email; a phone call to the local bakery or community center can often get you further.
  • Apply for the Fringe Fund: Use grants to cover travel and accommodation costs, which are the most significant expenses for regional tours.
  • Run an "Exit Survey": Take 5 minutes at the end of your Show to talk to the audience. Ask them what they liked and tell them you want to come back—personal connection drives repeat business.
  • Scale your Tech: Ensure your Show can be "bumped in" within 60-90 minutes if necessary. The more self-sufficient you are, the more venues you can play.

Additional Resources

For support with regional touring, grants, and venue connections, contact the following Adelaide Fringe teams: