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Adelaide Fringe is excited to announce a new ticketing initative in 2025, Fringe Insider.

We have been undertaking extensive feedback from artists since Fringe 2024 around papering tickets, issuing tickets on promotional platforms and getting bums on seats. Some key concerns raised by artists include:

  • Audience attendance: Many artists who had utilised promotional ticketing platforms reported significant no-shows or late arrivals for free tickets, which they attribute to the lack of perceived value in free tickets.
  • Audience engagement: Feedback suggests that audiences claiming free tickets may not be as invested in the performance, which can lead to less engaged attendees and fewer positive word-of-mouth opportunities.
  • Competition with artists: Some artists expressed frustration that promotional ticketing platforms run paid advertising campaigns to attract subscribers, competing directly with artists' efforts to sell tickets.
  • High Fees with no return to artists: that external platforms often come with high fees that serve a return to the platform and not to artists, which further diminish their ability to make a living wage. 
This feedback motivated us to explore ways to better support artists and improve their overall Fringe experience, leading to the creation of Fringe Insider.
The Fringe Insider database will grow by invitation only and includes local and national arts industry professionals, friends and family of Fringe & Fringe networks and acts as a channel with the aim to help fill seats for Fringe shows and introduce a new mechanism to spread word of mouth. 

Artists will be able to manage the allocation and timing of tickets available to Fringe Insiders and Fringe Insiders will be able to access these tickets for $5 (+ transaction fee). Adelaide Fringe will waive the Artist Inside Charge on all Fringe Insider tickets. 
Adelaide Fringe holds exclusive ticketing sales and distribution rights to all 2025 Adelaide Fringe Events; the issuing of tickets via promotional ticketing platforms is not something we have enforced in the past and do not intend to do in 2025.

However,  we are encouraging artists to refrain from issuing tickets via external promotional platforms and instead encourage you to offer tickets to performances where you are looking for extra bums on seats via Fringe Insiders. Our goal is to foster a cultural shift that supports artists’ financial sustainability while enhancing the value placed on ticketed events by audience.

FringeTIX is a not-for profit organisation and all ticketing fees generated are used to employ staff in box offices, call centres and in ticketing and customer service comparably to platforms who profit from the issue of artists comps.

We will always strive to keep lowering fees and making Fringe more accessible to all and welcome feedback from artists on all our initiatives and processes.
 
You have full control over the allocation of Fringe Insider tickets you'd like to offer. They can be managed in the Manage My Tix Portal once your event is on sale.

In an effort to drive early ticket sales whilst maximising box office potential, Fringe Insider tickets will not become available to customers of the Fringe Insider database until February 2025.

Table of contents

 

1/ What are Fringe Insider Tickets?

After consultations with artists and venues, we are excited to launch Fringe Insider, a database for local and national industry professionals, friends, family, and Fringe networks (replacing the previous Family and Friends database) and acting as a channel with the aim to help fill seats for shows and introduce a new mechanism whereby a third party is not profiting from the issuing of free tickets.

The initiative aims to boost word of mouth and provide a new platform to promote shows. Fringe Insiders will access $5 tickets with a maximum purchase of 4 tickets per session, with no additional charges to artists.

You can opt-in to provide $5 tickets to this database, to help fill seats while still generating income (Adelaide Fringe will not charge an inside fee on these tickets).

 

2/ How to allocate Fringe Insider Tickets?

No need to send us an email to add that ticket type to your event, it's all in your hands! You can manage ticket allocations through ManageMyTix, opt-in or opt-out at anytime, allowing flexibility throughout the season.

Please note: The allocation of Fringe Insider Tickets won't change your general allocation, you are only choosing the maximum number of Fringe Insiders tickets available per session. When a Fringe Insider books a ticket, it will take it from your general pool of tickets available.

Log In

The first step is to log into the Manage My Tix Portal. To access the portal, you will need to use your unique login - details can be found on the dashboard of AVR under the Reporting tab. It will look something like this:
USERNAME: COM1234
PASSWORD: youremailaddress@emails.com.au
If you are unable to locate your login details or are having issues logging in, please get in touch with Ticketing at ticketing@adelaidefringe.com.au.

Please note: The allocation of Fringe Insider tickets function is only available for presenters with a COM login.

Upon logging in, you will see two options on the left-hand side of the screen - Reports and Ticket Management.

Select Ticket Management - Offers.

 

Select Event/Session

Once on the Offers dashboard, you will see a list of all your events. Click on the event you would like to allocate tickets to and click the drop-down. 

A full list of all sessions will appear. Click the session you would like to allocate tickets to.

Please note: If you wish to add Fringe Insider tickets to your full season, you will have to open each of your sessions and add them one by one.

Another line will appear with the generic name Price band 1 (or if multiples your bespoke Price band names) and the amount of tickets available in the general sales pool (number in blue). This number will drop as you are selling tickets.

Click on the blue arrow, to see how many tickets you have assigned to the Fringe Insider offer.

If you are opting-in for the first time with that session, you will see the following message: "You haven't assigned any concession to this priceband yet". Then, click on the "+" and select Fringe Insider.

 

Select the amount of tickets

Here, you can enter the max number of Fringe Insider tickets you wish to add to your session. Once complete, click on the ‘Save’ button. 

Once saved, you won't receive any confirmation message it will just bring you back to the Price band 1. If you need to check the allocation set, click on Price band 1. The message appearing under will now say "x Tickets assigned to Fringe Insider."

To update this number click on the blue arrow to open the setup menu again.

 

3/ How to remove Fringe Insider Tickets from my performance?

Please note: if tickets are already issued, it will not cancel them. To check how many tickets were sold you can pull a Ticket Sales by Concession report.

In the Edit Concession menu, you can click on "Remove Concession".

 

 

 

If you have any questions, please contact your Ticketing Team - ticketing@adelaidefringe.com.au

 

Image Credit: Table for Two, Jordan Gollan, 2023.