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Taking a show to the Adelaide Fringe is an incredible achievement, but for many artists, the ultimate goal is to ensure the work has a life beyond the festival. Honey Pot, Adelaide Fringe’s International Arts Marketplace, is the dedicated platform designed to bridge the gap between performance and future bookings. Whether you are a first-time performer or a veteran producer, understanding how to navigate this marketplace can be the key to securing regional tours, international festival spots, and long-term industry relationships.

Contents

Watch the Session

Key Takeaways

  • Honey Pot is a connection tool, not just a booking desk; it’s about building long-term professional relationships.
  • The Show Finder is your industry-facing resume—keep it technical and specific.
  • Passion Pitches (90-second videos) allow delegates to see how you communicate the creative heart of your work.
  • Networking doesn't have to be rigid; organic conversations in queues or over coffee are often where the best deals begin.
  • The "Slow Relationship" is valid—a connection made this year might not bear fruit for two or three seasons, and that’s okay.

What is Honey Pot?

As Marketplace Manager Andy Beecroft explains, Honey Pot is an industry-facing platform that runs alongside the festival. While the general public is buying tickets to be entertained, hundreds of delegates—including festival directors, venue managers, cruise ship bookers, and programmers—are scouting for talent. In 2024, the program hosted 370 industry professionals from 31 countries.

It acts as a "Melting Pot" of ideas. Beyond simple bookings, it’s a space where artists can find co-producers, mentors, or even just a supportive community of fellow creators who understand the "beast" of producing a Show.

Pre-Season: The Show Finder and Passion Pitch

Success in Honey Pot starts months before the first curtain rises. When you register your Show, you have the option to join the marketplace, which grants you access to specific industry tools.

The Show Finder

The Show Finder is a detailed database that opens to delegates three months before the festival. Unlike your public listing, this needs to be technical. Producer Peta Spurling-Brown emphasizes that delegates need to know:

  • How many people are in the touring party?
  • What are your stage dimensions and technical requirements?
  • Are there specific "modifications" like fire, nudity, or heavy technical "bump-ins"?

The Passion Pitch

The Passion Pitch is a 90-second "elevator pitch" video. Artist Jody Atkinson describes this as an opportunity to explain your "edutainment" value or the unique emotional journey of your audience. It doesn't need high production values—a clear video shot on a phone is often enough to show a delegate your personality and creative rationale.

During the Fringe: Networking and Hives

During the festival, Honey Pot hosts flagship events like The Hive and Honeypot Connects. These are designed to be "socially engageable" rather than stiff corporate networking sessions.

For those feeling overwhelmed, the Honey Pot team acts as facilitators. If you find the large rooms at the Convention Centre daunting, you can approach a staff member, explain your goals, and they will personally introduce you to relevant delegates. Jody suggests "saying yes to everything" and remaining open to unexpected opportunities, like meeting a venue manager from another state while waiting in line for coffee.

The Art of the Follow-Up

The work doesn't end when the Show finishes. "The squeaky wheel gets the oil," but as Peta notes, you want to be a professional wheel, not a painful one. A good follow-up includes:

  • Pulling Ticket Reports: Look for Honey Pot concession types in your ticketing data to see which delegates actually attended.
  • The "Thank You" Email: Acknowledge their attendance, provide a link to your Show pack, and offer any additional marketing materials.
  • The Long Game: If you book a tour six months later, email your Honey Pot contacts again to update them. It proves your Show has "legs" and keeps you on their radar for future programming cycles.

Actionable Tips

  • Be Specific in Show Finder: Don't just sell the "vibe." List your touring party size and "bump-in" requirements clearly so a venue manager knows if you fit their space.
  • Watch the Delegate Finder: This opens three weeks before Fringe. Filter for delegates interested in your specific genre (e.g., Cabaret or Workshops and Events) and send personalized invitations.
  • Use the "Headshot Boards": At Honey Pot events, use the QR codes on headshot boards to quickly identify who is in the room and what they are looking for.
  • Check in for a One-on-One: Book a pre-season meeting with the Honey Pot team to refine your marketplace strategy.
  • Don't Forget the Producer Support Group: If you are self-producing, attend these sessions to share successes and "debunk myths" with others in the same boat.

Additional Resources

For support with your Honey Pot strategy or navigating the marketplace, contact the following teams: