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Presenting at the Edinburgh Festival Fringe

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Presenting at the Edinburgh Festival Fringe Presenting at the Edinburgh Festival Fringe ARTS COUNCIL OF NEW ZEALAND TOI AOTEAROA March 2017 Edinburgh Fringe Festival | General Planning March 2017 1 Guide to presenting A message from the British Council The Edinburgh Festivals, which take place in August in Scotland each year, are the premiere global arts markets, at the Edinburgh enabling artists and producers to sell works which can go on to tour internationally for years. Festival Fringe To support New Zealand’s wonderful artists, arts companies We have collated advice and tips to and organisations to access the festivals and form connections in a big way through the Momentum programme help you prepare a general plan for helps confirm Edinburgh as the Arts Capital of the world. the Edinburgh Festival Fringe. All this More importantly, though, it contributes to the significant information has been generously provided difference that the arts make to a world where voices count, and where creativity explores, nurtures and expresses the by New Zealand artists and companies notion of connection. In these troubled times, it is connection, who have performed at the festival and/or not exclusion, that will make the difference. participated in the Momentum Programme, It is our privilege to be able to support the artists and a capability building programme jointly communities who, through their endeavours, all hold a mirror to our humanity. supported by Creative New Zealand, British Council and Creative Scotland. Graham Sheffield Director Arts Supporting New Zealand artists and British Council companies at Edinburgh Creative New Zealand is proud to support New Zealand artists and companies at the Edinburgh Festivals. As the largest Special acknowledgements arts market in the world we understand the importance of We would like to thank Gabrielle Vincent and the Basement accessing this international platform and the opportunity to Theatre, Jo Kilgour, and Karin Williams for their contribution present in such a competitive and vibrant environment. to these guides. We understand the amount of hard work it takes to succeed, and the risks associated with performing at the Edinburgh Festival Fringe in particular. We hope this guide will help support artists prepare for the Edinburgh Festival Fringe. Together with our participation in the Momentum programme which is a partnership we deliver with the British Council and Creative Scotland, we want to support greater artistic development, collaboration and exchange between New Zealand, Scotland and the United Kingdom. This investment by Creative New Zealand delivers to our priority of gaining greater exposure for New Zealand arts internationally. Cath Cardiff Senior Manager Senior Manager Arts Funding, International and Capability 2 Edinburgh Fringe Festival | General Planning March 2017 SECTION 1 GENERAL PLANNING NOTES Edinburgh Fringe Festival | General Planning March 2017 3 ▪ Send a company member to Edinburgh early, e.g. General Planning 10 days ahead, to connect with the venue, generate interest in the show, understand how the festival works, 1. Agree on your goals before you go and learn the city layout, especially if you are presenting more than one show. Deciding your goals before you go Edinburgh will help you develop your strategy and prioritise how you use your ▪ Plan to stay as long as possible to make the most of the resources. Examples of goals are: festival and the networking opportunities it offers. ▪ sustaining a month long run in a competitive international 3. Choose a venue to suit your work environment ▪ Think about what venue is most appropriate for your ▪ gaining 4 and 5 star reviews to use for future marketing show. There are ‘degrees of fringe’ and venues vary ▪ building international networks and contacts and gaining considerably. It is important to match the venue’s brand international exposure and audience profile with your show. Research where shows similar to yours have been successfully presented. ▪ using year one as part of a longer term strategy to return for the next two to three years ▪ Fully understand the technical capabilities and potential limitations of your chosen venue. Can the ▪ box office success (in year one you should aim to venue meet the technical requirements of your show? break even) Has your venue got disability access? Will you achieve ▪ refining your practice and enhancing your skills. the venue’s audience capacity? 2. Start your logistics planning early ▪ Develop relationships with key venue staff early and use their knowledge and expertise to support your journey. ▪ Start planning at least 12 months before you go to Edinburgh and include time to talk to people who have 4. Network to raise your profile and taken work to Edinburgh before. increase ticket sales ▪ Have the right people onboard to support early ▪ Go to receptions and functions, visit bars and other planning and final delivery, including strong technical and shows, and always carry your flyer and business card so production support and financial management. Find out you talk about your show, make useful connections and who else will be presenting that you might know so you increase ticket sales. could consider sharing technical and production support. ▪ Talk to other artists at your venue and enjoy using the ▪ Contract negotiation and venue logistics need to be time to learn from as many people as you can. completed six months prior to your arrival in Edinburgh. ▪ Visit www.edfringe.com for useful information to help ▪ Book accommodation early, ideally before March, and you prepare for participation in the Fringe. Look at the try to secure something that’s comfortable and walking Arts Industry and Participants sections and sign up for distance from your venue. Ask your venue about securing Participant Bulletins. accommodation and also check the Fringe website for accommodation links. ▪ Engage with the Participant Services team at the Fringe Society before you travel and then head to Fringe ▪ The Fringe deadline for registering your show is mid- Central (the hub of the Fringe) to see them as soon April, conversations with venues should begin in as you arrive. Contact the Participant Development January, if not before. Coordinator at the Fringe Society as early as possible on ▪ Think about the Fringe Awards that you are eligible for artistsadviceedfringe.com and visit the Arts Industry office. as they will help to promote your show and may effect what presentation you do before you go. 4 Edinburgh Fringe Festival | General Planning March 2017 ▪ The team at the Fringe Society will: 5. Prepare for conversations with – help promote your show to media and presenters. presenters They field a lot of media requests so having them familiar with you and your work is an advantage ▪ Touring information should be prepared in advance of going to Edinburgh. Know what information you need to – offer you a list of the international producers who are provide, including: company and tech touring specs and in town. well-designed images and promotional materials that can ▪ Have a strategy for managing ticket requests. Promoter be emailed and/or downloaded from the company website. requests will come from various sources including the ▪ Talk to your venue about presenters they have a Fringe Arts Industry Office and your venue. Know who relationship with and see if they will help connect you. the tickets are for and meet them before and/or after the show and, if possible, exchange business cards or ▪ Once you have made contact with the presenters and contact details. promoters you want to target, invite them to the show with a warm and, if possible, unique angle. Try to meet them “The main reason I would consider before and/or after the show and follow up with an email. taking a show over is for future leverage. ▪ Be strategic and targeted about who you invite so you can put your energy into making a good impression – these It is incredibly hard for us in NZ to get can be become life-long contacts. international buyers interested in our 6. Work out where you fit work, simply because they want to ‘see’ before they ‘buy’. Over a month, you get ▪ Use your time in Edinburgh to gain a deeper understanding of the international market for the performing arts. You the opportunity to show your wares to can do this by meeting new contacts and seeing a diverse hundreds of presenters from all over the range of shows at a variety of venues. This will give you an world, making it the most lucrative arts insight into where your work fits and make promoting and presenting it much easier. market in the world. ▪ Understand how New Zealand work fits in the If you do want your show to be picked up international landscape and where to pitch current and future works based on your increased knowledge of what consider its tourability. Is your set easy to and how other countries are producing and showcasing pack in/out? Is your cast and crew available to international festivals and presenters. over the next year or two should you be 7. Use the New Zealand network offered a presentation opportunity? What ▪ Build on relationships with other New Zealanders who kind of price would you look at charging? may be either living in Edinburgh or presenting work. A What kind of audience are you targeting? support network with other New Zealand companies will These are all questions that presenters will help you share advice, experiences, audiences, contacts and opportunities, e.g. joint flyering. ask you straight away, so you want to have your answers ready to hand.” - Adrianne Roberts, The Pianist and The Bookbinder, Edinburgh 2014 Edinburgh Fringe Festival | General Planning March 2017 5 SECTION 2 PRODUCTION AND PACKING IN AND OUT NOTES 6 Edinburgh Fringe Festival | General Planning March 2017 Approach a New Zealand festival for advice about Production and freight companies to use.
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