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This guide is all about Fringe Insider, a fantastic initiative designed to help you get more bums on seats for your shows! We know that navigating audience attendance and ticketing can be a bit of a maze, especially with all the options out there. This resource will walk you through what Fringe Insider is all about, how it directly supports artists like you, and how simple it is to use. Get ready to fill those empty spots and boost your show's buzz!

Contents

What is Fringe Insider?

Fringe Insider was first introduced in 2025 as a direct response to valuable feedback regarding artists concerns about promotional ticketing platforms, particularly regarding low audience attendance for free tickets, limited engagement from those attendees, and the impact of high fees that didn't always benefit artists directly. We listened intently to these points, and Fringe Insider was born from a desire to address these challenges head-on and offer a more sustainable solution.

At its core, Fringe Insider is a dedicated database, built by invitation only. It includes local and national arts industry professionals, along with friends and family from our wider Adelaide Fringe networks. Its main purpose is to help fill those crucial empty seats for Fringe shows and to kickstart positive word-of-mouth for your events.

Artists maintain full control over the allocation and timing of tickets offered to Fringe Insiders. These tickets are available to Insiders for a small fee of $5, plus a transaction fee, and here's the best part: Adelaide Fringe completely waives the usual Artist Inside Charge on all Fringe Insider tickets. It’s all about putting more return directly into your pocket while still encouraging attendance.

Please note: If you're performing at The Garden of Unearthly Delights, this particular promotion isn't available for your show. For more information on this, please get in touch with their team directly at ticketing@gardenofunearthlydelights.com.au if you have any questions.

Why Fringe Insider Matters to You

We understand that getting your show seen by as many people as possible is key to a successful Fringe season. Here's why Fringe Insider is a game-changer for you:

  • Increased Attendance and Engagement: By offering tickets at a nominal fee, we aim to encourage a higher perceived value and, therefore, better attendance rates. An audience who pays even a small amount tends to be more invested in the performance, leading to more engaged attendees and a greater likelihood of positive word-of-mouth.
  • Reduced Competition: Some artists expressed frustration with external promotional platforms that run paid advertising campaigns, often competing directly with your own efforts to sell tickets. Fringe Insider offers an alternative that bypasses this competition.
  • Fairer Fees: External platforms can come with significant fees that benefit the platform rather than the artist. We aim to shift this dynamic. Adelaide Fringe operates as a not-for-profit organisation, meaning all ticketing fees generated are reinvested into employing staff for box offices, call centres, and customer service – directly supporting the festival infrastructure that benefits everyone. We're always striving to keep fees as low as possible and welcome your ongoing feedback on all our initiatives.
  • Direct Control: You have complete autonomy over how many Fringe Insider tickets you offer and when. This flexibility allows you to manage your allocations throughout the season, adapting to your specific show needs.

While Adelaide Fringe holds exclusive ticketing sales and distribution rights for its events, we strongly encourage artists to utilise Fringe Insider rather than external promotional platforms when looking to fill seats. Our goal is to foster a cultural shift that supports your financial sustainability while enhancing the value audiences place on ticketed events.

In an effort to drive early ticket sales while maximising box office potential, please be aware that Fringe Insider tickets generally become available to customers on the database from February each year.

How to Allocate Fringe Insider Tickets

The great news is that managing your Fringe Insider ticket allocations is entirely in your hands! You don't need to send us an email to add this ticket type to your event; you can do it all through the Manage My Tix Portal. This gives you the flexibility to opt-in or opt-out at any time during the season.

It's worth noting that allocating Fringe Insider tickets won't change your general ticket allocation. You're simply choosing the maximum number of Fringe Insider tickets available per session. When a Fringe Insider books a ticket, it will be drawn from your existing general pool of available tickets.

Logging In

Your first step is to log into the Manage My Tix Portal. You'll need your unique login details, which you can find on the dashboard of AVR under the 'Reporting' tab. These details will look something like this:

  • USERNAME: COM1234
  • PASSWORD: youremailaddress@emails.com.au

If you're having trouble locating your login details or logging in, please don't hesitate to reach out to the Ticketing team at ticketing@adelaidefringe.com.au.

Please keep in mind that the Fringe Insider ticket allocation function is only available for presenters with a COM login.

Once you've successfully logged in, follow this step-by-step on How to Add Fringe Insider Tickets.

How to Remove Fringe Insider Tickets from Your Performance

Should you decide to remove Fringe Insider tickets from a performance, it's a straightforward process.

Click here to see how to.

Please be aware that if tickets have already been issued to Fringe Insiders, removing the concession will not cancel those existing tickets. To check how many tickets have been sold, you can always pull a Ticket Sales by Concession report.

If you have any questions or need further assistance with managing your Fringe Insider tickets, please don't hesitate to contact our dedicated Ticketing Team at ticketing@adelaidefringe.com.au.

Summary

  • Fringe Insider was launched in 2025 to help artists fill seats and generate word-of-mouth, based on direct feedback from previous Fringe seasons.
  • It's an invite-only database of arts industry professionals and Fringe networks, offering tickets at $5 (+ transaction fee) with no Artist Inside Charge.
  • Artists have full control over ticket allocation through the Manage My Tix Portal, providing flexibility throughout the season.
  • This initiative aims to increase engaged audiences and support artists' financial sustainability by offering a controlled alternative to external promotional platforms.

Additional Resources