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Resources

This resource is filled with helpful information about how you are going to make your money! A well planned Ticketing strategy can help increase your revenue and boost your bottom line, so read this thoroughly to maximise your opportunities. 

Remember - Many of the Fringe Ticketing opportunities can be set up in advance, so come Fringe time, you can focus on your performance and having fun.

Table of contents

What is FringeTIX?

FringeTIX is the ticketing agency that sits within the Adelaide Fringe. We exist to help you get your show on sale and we are here to help you with all your ticketing questions and needs throughout the festival. 

How to get in touch

FringeTIX hotline (08) 8100 2012 or email ticketing@adelaidefringe.com.au 

Ticket Reports

Want to check your ticket sales? Manage My Tix is your one-stop-shop for all your ticketing reports, you can find it here and a handy step-by-step guide to reports here.

Ticket Price Types

The first thing you need to do is choose which price types you want to offer for each of your performances. There's quite a lot, so don't feel like you have to use all of them. Keep it simple and easy for the customer to know what they're paying for.

Full Price (FP): This is your main price point and in some cases might be the only price you need. Set this price at 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, then price your Concession a few dollars less than your Full Price.

Preview (Prev): A Preview price can be applied to the first 1-3 performances and is charged at a cheaper rate than Full Price. The purpose of previews allows the artist to identify problems and opportunities for improvement that weren’t found during the writing or rehearsal period and to make adjustments before the media gets there. We would recommend pricing your Preview at the same price, or less than your Concession. If Preview pricing is selected, this is the flat rate per ticket and there is only this one price type available.

Child: If selected, it should be less than your Concession ticket. Child tickets should be for shows that are suitable for children under 12. This ticket type is for a Child who will occupy their own seat. Babe in Arms policy applies to children under 2 years old (18 month and under for Garden of Unearthly Delights events) who do not require a ticket, provided they sit on the lap of the ticket buyer.  

Family (F): If your event is Family-Friendly, you can add a Family price to allow entry for either 2 adults & 2 children or 1 adult & 3 children at a discounted price. The ticket amount must be entered as the combined total price for the 4x tickets.

Group 6+ (Gr 6+): A discount for groups booking 6 or more tickets in one transaction. Set the price lower than the normal Full Price ticket to encourage people to book in one transaction and bring multiple people. Enter it into AVR as the single ticket price only. 

Early Bird (EB): A NEW ticket type to incentivise early ticket sales. 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 for a limited time only. You control how many discounted tickets are on offer and can opt-in by selecting this new ticket type at registration. The offer is restricted to 2 tickets per buyer, per show.

Midweek Treat: A campaign designed to assist in driving ticket sales to traditionally quieter performances in the middle of the week - Wednesday!
The Midweek Treat ticket price will form a major part of Fringe promotions early on and during the Fringe, so customers will be looking closer at events that offer a Midweek Treat price.
What’s new: You must price your Midweek Treat ticket price at least $5 cheaper than your regular Full Price weekday ticket so there is a clear incentive for audiences, and you can limit the number of tickets available at this price or leave it unrestricted to maximise the benefit.
With Midweek Treat available only on Wednesday, it will assist in a clearer marketing for you, Fringe and audiences.

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 2for1 Full Price tickets. For customers, this offer is limited to two tickets per event, per Fringe Member.

BankSA Cardholder: With over 450,000 customers, the 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 (ie. priority queing or reserved seating in the best seats in the venue - managed by the presenter and venue).**

Companion Card: The Companion Card scheme is a national program where people with access needs who require attendant care support are issued with a second ticket at no cost for their companion. It is a condition that all Adelaide Fringe events offer complimentary Companion Card tickets and as such, this ticket type is automatically entered into AVR. For more information on the scheme please visit https://www.nds.org.au/resources/companion-card-sa

Schools: If you have opted in to be part of the Schools Program your event will be something that is appropriate for School-aged people. Schools tickets have a discounted artist inside charge of 2.5% so you will need to nominate a price that is lower than your cheapest ticket. Contact schools@adelaidefringe.com.au if you would like to know more about the Schools Program.

Watch from Home: For your digital events you can opt to have one flat fee or create a Watch from Home Household price as well, which caters for 2 or more people viewing your content.

Meal & Show: This bespoke ticket price should cover the performance ticket and catering. If you need assistance please contact ticketing@adelaidefringe.com.au**

*Please note that Meal & Show tickets, Early Bird, VIP tickets are unable to have promo codes applied to them.
**Please note it is a condition that if your event has a Meal & Show ticket type, that you 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 clever about your pricing! Use the price types to your advantage. On Friday & Saturday nights you are more likely to get a bigger audience, so consider charging a premium on those nights. Then, offer Concession or discount pricing on nights when houses can be traditionally smaller. We also encourage uniform pricing, as much as possible. Use whole dollar amounts and charge the same across weeknights and do the same for weekend pricing. 

 
Early Bird (Available for first week of sale)
Mon-Thurs 
Early Bird Price $19.6
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 that you choose the price types that suit best for your event.

Average Full Price 2018-2024

What is reasonable to charge for your event? Please value your work and identify why you are participating in the Adelaide Fringe. Make sure you consider your specific circumstances, your budget, and your goals. Each artist will have a different financial priority. Some artists are doing a Fringe event for financial gain and others for exposure or experience.

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

Average Price per 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 are committed to ensuring you receive the maximum return on 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%, we work hard to keep ours as low as 5% to ensure higher returns for your box office settlements.

When setting up your ticket prices in AVR, you must enter the total advertised ticket price. AVR will then display the net ticket price, minus any inside fees which allows you to visualise and review your pricing structure. You will know immediately how much you will take home per ticket sold. 

In your advertising material, please ensure you display the total advertised ticket price and include 'plus transaction fee'. E.g.  Full Price $30 (plus transaction fee). It is 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 purchase channels—so whether customers buy on the website, over the phone or at our box office, the same transaction fee will apply. Some ticket platforms charge per ticket, Fringe charges once per transaction regardless of the number of tickets in the customer's cart.

Why These Fees Matter

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

Complimentary Tickets

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

Presenter issued complimentary tickets (also referred to as ‘presenter comps’ or ‘papering tickets’) issued by you incur a fee of $0.30 per ticket. This amount is charged at settlement. There is no limit to the number of complimentary tickets you can issue. This is also the case for venue issued comps and promotor issued comps.

Comp. tickets issued by Adelaide Fringe as pre-approved by you (including but not limited to Media Review Comp, Awards Comp, Schools Comp, Honey Pot Comp, Ticket Giveaways program, Fringe Membership Giveaways and Companion Card) will not incur a $0.30 fee per ticket issued.

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 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 is on sale, you’ll skip the queue of promo code requests.

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

  • Event & venue name
  • Promo code word (maximum 15 characters, no special characters with no 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 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:
- 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 is 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/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 acknowleging 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 get $5 off full-price tickets for all participating events. Each event can offer up to 20 discounted tickets. You'll receive the $5 difference in your final payment, so you'll still get the full ticket price. Adelaide Fringe will also run a special marketing campaign to promote this sale.

Would you like to join 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 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.

Latecomer Policy

You can now set the late-comer policy you wish to run at your event or venue and communicate this to your ticket buyers.

Your ticket sales will stop based on the time specified by your selection:

  • no latecomers permitted
  • latecomers permitted within the first 10 minutes
  • latecomers permitted at any time

If you select 'Latecomers permitted at any time', your show will reamin on the website for the duration of the performance. This is ideal for shows where patrons can enter and exit freely, like Visual Arts and Community Events. 

For more information email Ticketing on ticketing@adelaidefringe.com.au

Image: Rundle Mall Box Office 2020 | Photo by Chloe Elizabeth

Image Description: Eight people are lined up in front of a large bright pink shipping container. The container has the Adelaide Fringe logo on it and big letters that say Box Office. The people are standing on green astroturf.