Annual Report Midsumma 2014 Annual Report

MIDSUMMA FESTIVAL 2014 ANNUAL REPORT MIDSUMMA 2014 ANNUAL REPORT

OVERVIEW

Midsumma 2014 was a festival full of The eye-catching hero image of some community events gained Regions of Melbourne, giving Festival 2014 could be seen on greater attendance than large great exposure to the Festival in a laughter, colour, thought-provoking per- volunteer T Shirts, trams and dance parties. rapidly growing area for the queer venues all over town, encouraging community. formances and activities. From 12 January participation through the tagline; Midsumma.org.au was rebuilt and ‘immerse yourself’. re launched for Festival 2014, and Overall, Midsumma 2014 was a until the 2 February, 131 Midsumma events we were rewarded with an increase great success, with public feed- The Premier Event program ran in visitation from program launch back and internal feedback all were held and well attended in both Mel- again in 2014 and saw 10 events to end of Festival of 24%. Unique overwhelmingly positive. Midsum- highlighted across the fields of visits also increased 43% from ma is set to make a financial profit bourne and Regional Victoria. visual arts, sporting, performance the previous year. More Festival on the 2014 Festival, which will set art and community events. In 2013 Guides were printed with a new us up well to develop the program we saw a visible elevation in ticket aspect of the GoWest partner- further heading in Festival 2015, sales for premier events when ship seeing a GoWest dedicated Midsumma’s 27th year. compared to registered events, section in the general Midsum- however in 2014 no such elevation ma guide and Hobsons Bay City was seen. The ticket sales this year Council purchasing additional were much more evenly spread copies, rather than printing a sep- between premier and registered arate program guide. This partner- events. In 2014 fringe shows out- ship saw 4,000 additional guides sold International touring acts and being distributed to the Western

3 CHAIR’S REPORT

nity and corporate groups and (130), most tickets sold (over particular. admired. ly Yarra Trams, Arts Victo- individual donations. Without 25,000), most venues (over 3. Festival Manager Monique 6. The rest of the board: Aar- ria, NAB, Telstra, Manhunt this hard work and financial 85) and most attendees (over Thorpe – you work too hard on O’Shannessy (Secretary, and Tourism Victoria – your support, Midsumma would be 180,000) and your personal standards grants applications whiz and financial and other support is facing an uncertain future. 2. The Victorian Premier, Denis are too high but we are very operations expert), Jamal thoroughly appreciated. 5. Midsumma and Pride March Napthine, became the first grateful for it. The endless Hakim (Treasurer), Kate Wick- 9. Media partners 94.9JOYFM, Victoria merged giving Mid- Premier to open Carnival. thanks and praise I receive ett (Chair of Midwinta Ball Star Observer and samesame. summa full control over the 3. The role of “festival champi- personally is all due to you. organising committee), Adam com.au for promoting Mid- annual pride march and help- on” was introduced with the 4. Festival staff and volunteers Gardnir (tireless campaigner summa and the work you ing to ensure the sustainabil- inaugural champions, Louisa particularly volunteer-in-chief for performing arts and en- do all year promoting the ity of the annual pride march. Wall and Jason Ball, doing us Allan Drummond, Production gagement with arts venues), community. Midsumma hopes to revitalise proud. Manager Helen Papadomano- Tennille Moisel (Pride March 10. Our 2014 patrons: CHAIR’S REPORT the event whilst maintaining lakis, Administrator/Project working convenor and sanity a. Diamond patrons; Lisa the grass-roots, community Midsumma is run under the Manager Adrian Joannou, provider), Darren Donnelly Watts and Anonymous donor involvement. direction of a volunteer board and Ticketing Manager Hadley (technology expert), Simon b. Gold patron; Andrew Staite 6. A new winter festival, Midwin- managed by a small number of Agrez, Digital Media Manager Mallia (social media expert, c. Silver patron; Dean Ha- ta, was launched with a centre dedicated full and part-time staff George Groves and pro-bono Midwinta promoter and mood piece gala ball to be held on and resourced by a large number public relations adviser David champion for improvement) d. Rainbow patrons; Martin 15 August 2014. Midwinta is of volunteers. Being not-for-profit Micallef – thank you for your and Andrew Staite (the best Foley MP, Stuart Kollmorgen, expected to grow into a signif- and providing a large number of dedication and for always fundraiser I have ever seen!) – Barnaby Johnston, John Allan It is a privilege to present the 2014 1. The departure of long-serv- His eagerness to be involved icant annual event. free or minimal charge events, striving to do better. thank you. and Commissioner L. Johns Aaron Hockly Annual Report for Midsumma ing Chair, Lisa Watts, at the and good-humour will be 7. We continued to develop and Midsumma relies on support from 5. My loyal Deputy Chair and 7. Various community leaders Festival Incorporated. start of the year. Lisa served missed. improve our systems, report- local and State governments and the longest serving board particularly Martin Foley, Chair of the Board Operating since 1988, Midsumma as Chair for over five years 3. We welcomed three new board ing mechanisms, strategy corporate and community groups member Rachel (Rat) Simpson Clem Newton-Brown and Ro- is Victoria’s pre-eminent festival and as a board members for members during the year: a and connections; all of which as well as tens of thousands of – you keep things going and han Leppert for their support for the GLBTIQ communities several years prior. Her hard- new treasurer, Jamal Hakim, are difficult for a community hours of volunteer time each year. your commitment to visual and encouragement. and their friends, families and work, patience and commit- new head of fundraising, group with limited paid staff Financially, Midsumma is harder arts in particular can only be 8. Our other sponsors particular- colleagues. Midsumma has grown ment continues to be missed Andrew Staite, and new board hours and minimal funding to to put on each year with decreas- into one of Australia’s largest arts although she became a Gold member Simon Mallia. We achieve. Work remains to be ing revenues from governments and cultural festivals spanning vi- Patron for the 2014 Midsum- also farewelled two previous done on improving reporting and corporates and increased sual art, theatre, spoken word, cab- ma Festival and continues to board members, Jane Daniels lines, accountability and del- costs and community expecta- aret, film, live music, parties, sport, provide advice to me person- and Steve Hunter. egations of authority but we tions. We could not exist without social events and public forums. ally so we are grateful for her 4. After two successive years of took significant steps during this support and I would like to The festival is both a celebration on-going involvement. significant financial losses, a the 2014 financial year that we acknowledge a few people/groups 2014 was our best festival yet. of the diversity of our community 2. Long-serving Treasurer Dean surplus was recorded for the can build on in the future. in particular: Despite some trepidation about and a showcasing of established Hamood will be stepping 2014 financial year. This was 1. City Of Melbourne (including funding, we look forward to the and emerging artists. down from the board from the very much a team effort by The 2014 Midsumma festival was its fantastic staff)– our princi- coming year with excitement. The year to 30 June 2014, was a July AGM. Despite other sig- staff, volunteers and board exciting one. Highlights included: pal sponsor. significant year for development, nificant commitments, Dean members to reduce costs and 1. The biggest festival ever with 2. Lord Mayor Robert Doyle – Aaron Hockly change and renewal at Midsumma has served Midsumma well, increase revenue and some the most stallholders at Car- a strong ally of the GLBTI Chair of the Board, Midsumma and the Board, particularly: through bad times and good. generous support by commu- nival (over 120), most events community and Midsumma in Festival Incorporated

5 2014 PROGRAM HIGHLIGHTS

move with public feedback indi- made it easy to get around the comments related to not having a that the bar, which had a capacity attended T Dance in 2014, so we cating that 73% of respondents site” and “Keep the event in the large headline act on stage and the of 2,500 people catered for those are happy that this new model was indicating that the move was same venue with the same layout – transition between Carnival and T who would have attended a tick- a success when weighing up the ‘excellent’ and 20% indicating it just worked!” Dance not being clearly defined. eted T Dance event in past years. saved costs and increased atten- the move was ‘very good’. The As a matter of comparison, in 2013 dance. move back to Alexandra gardens The new model for T Dance was The change of model also meant 2,337 people attended T Dance and change to T Dance structure an overwhelming success, with that instead of the entire T Dance (1,450 tickets sold and 884 com- also gave Festival organisers the only minimal feedback from the ‘venue’ being licenced as a ‘bar’, plimentary tickets) and in 2012 chance to reinvent the site with a public that the event did not live only part of the space was licensed 3,022 people attended T Dance completely new layout. This was up the same reputation as it had in for alcohol sales. This decision was (2125 tickets sold and 901 compli- positively received with feedback previous years, when there was an met with mixed reactions from the mentary tickets). It is estimated 2014 PROGRAM HIGHLIGHTS telling us “The layout of carnival entry fee to attend. Namely these public, however we feel confident that approximately 8,000 people

It had become tradition until this attended Carnival across the day, services available to the GLBTIQ MAJOR EVENTS year that Midsumma hosted a free which saw speeches from The community. Entertainment was Carnival event as the opening to Hon Dr Napthine, The Hon Heidi provided across three key areas; the Festival during the day which Victoria, The Hon Lord Mayor the Mainstage, the Victorian AIDS Festival 2014 saw a significant change in was followed by a ticketed outdoor Robert Doyle as well as represen- Council Community Stage and dance party, T Dance, the same tatives from NAB, Telstra, IBM, the beyondblue Sporting Precinct, the way one of the annual major Midsum- night at a non-activated part of the Yarra Trams, Hobsons Bay City as well as pop up performances same venue. In 2014, the model Council and City of Maribyrnong. by the Melbourne Rainbow Band ma events was managed and executed. was altered and T Dance became Dr Napthine was also accompa- across the day and a two dedicated a free event also, still following on nied by GLBTIQ rights activist safe spaces for youth and families. from Carnival during the day, how- and well-respected performer Noel These dedicated spaces were the ever the removal of the entry fee Tovey, to announce the Govern- Youth Zone for those aged 12 to 26 allowed us to use the same venue ment’s plans to expunge criminal and was managed by youth organ- and staging as we have used for records of men convicted over gay isation Minus 18, and a Kidz Zone Carnival during the day, as well as sex. for families with babies, toddlers expand the size of Carnival as we As well as our respected speakers, and small children, managed by did not have the seclude a section over 120 stallholders were pres- Rainbow Families Council. to be used exclusively for T Dance ent at Carnival, both community in the evening. groups and commercial com- The return of Carnival to Alexan- panies, to show their wares and dra Gardens, after three years at Approximately 100,000 people distribute information regarding Birrarung Marr, was a welcome

7 MIDSUMMA 2014 ANNUAL REPORT 2014 PROGRAM HIGHLIGHTS

Events such as visual arts exhi- Midsumma’s strength is it’s diver- the talented cast of RENT wowed This group was set up to increase LGTIQ space. Midsumma would like to en- FESTIVAL EVENTS bition Born This Way, which was sity, welcoming all aspects of the us and Thank You for Being a GOWEST EVENTS queer visibility, acceptance and courage where possible that two presented by Labor Member for GLBTIQ and Allied communities Friend made us laugh as The participation in the Western sub- GoWest 2014 consisted of film similar events combined to make Albert Park and Parliamentary through our open access program- Golden Girls were bought to life urbs of Melbourne. The GoWest screenings, live music, burlesque one larger event. This in turn will Midsumma 2014 was made up of 131 Secretary for Equality, Martin ming and support staffing selec- through puppetry. Made up of 21 events in 2014, the GoWest program stretches from Footscray shows, sporting activities, author attract a larger and more diverse Foley at the Linden Art Gallery tion. This open access program The final show of what was a to Altona, Werribee to Sunshine talks underage events and the audience, leading to the cross-pol- events. Many gained positive media at- as well as The Vaudevillians allows for fundraising events such brilliant season at St Kilda venue program is a partnership between Mid- and Hoppers Crossing with the creation of a rainbow-crossing ion lination of ideas and conversations starring Jinkx Monsoon at the as the inaugural and very suc- Theatre Works, The Bitter Tears main concentration of events in Altona. The GoWest program has between communities. tention for various reasons and most were GH Hotel and our highest selling cessful Lesbian Comedy Gala at of Petra Von Kant by Fassbinder summa and Hobsons Bay City Council as Williamstown and Newport. In continued to grow exponentially event for 2014 Gaga V Assange Northcote Town Hall, which was was both well received by au- 2014, seven Local Government since it’s inception five years ago very well attended. all received very positive reviews our first event to sell out in 2014 diences and critics, as was The the representative of the Western Regions Councils were involved in the ini- and moving forward Midsumma both in the queer and mainstream and raised thousands of dollars Tempranemtals at the re-emerging tiate, as well as the Victorian Local looks forward to working with the arts media. This small selection for the Matrix Guild, and Battle on Mechanics Institute Brunswick. Working Group. Government Association hosting multiple councils and venues to of events above also shows how the Bent Track, which enjoyed the Overall Midsumma staff and a peak event in collaboration with ensure that as the initiative grows diverse Midsumma 2014 was. The second highest ticket sales of the board were extremely proud of the Hobsons Bay and Darebin City and more organisations are in- 131 shows consisted of cabaret, Festival. Battle on the Bent Track Festival as a package, sure that Councils and the Victorian Equal volved, that we are not duplicating sports, community and network- was a queer roller derby event, there was something for every- Opportunity and Human Rights events in multiple regions, that ing events, circus and burlesque, which raised over $5,000 for youth body and as proved by ticket sales Commission to showcase current there are no major date clashes visual arts, parties and boat cruis- queer organisation Minus 18. in the last weekend, the program and best practices as well as Local and encourage participation in the es, live music, spoken word and was thrilling enough to keep audi- Government initiates in the vein of quality over quantity. literature-based events, as well as Midsumma was particularly proud ences interested from the first day film screenings and a Midsumma of a very strong performing arts to the last. presented conversation with New bill in 2014. Performances such as Zealand MP Louisa Wall, hosted the heartfelt and confronting The by Crown Metropol. Worst of Scottee (UK) moved us,

9 MIDSUMMA 2014 ANNUAL REPORT 2014 PROGRAM HIGHLIGHTS

The 2014 program consisted of Midsumma sold out of raffle news teams showed up on the Queer Collective: Personal Insig- Through out the remaining weeks MIDSUMMA MEETS two events; One Day Camp Fest tickets, which assisted to fund the day, which lead to the event being QUEER COLLECTIVE: nia was a Midsumma produced of Midsumma the artists produced and Team Melbourne Midsumma event, food vendors where pleased featured on Channel 7, Channel visual arts show, which allowed sculptures and window decals for Sports Day. with their sales and musicians who 9, Channel 10 and the ABC news collaboration with many queer art- participating shops in Darebin. MARIBYRNONG brought along merchandise sold programs. PERSONAL INSIGNIA ists in Melbourne’s north as well Many of the shops gave extremely One Day Camp Fest was a joint more then expected. Popular local as supporting the Darebin’s Active positive feedback, requesting to be effort between Midsumma and Joy bands and music managers have The day featured 14 sports avail- Darebin Partnered Visual Arts. Spaces program. apart of the project in future years. PROGRAM 94.9FM to create a new and unique expressed great interest in being able for the public to try their One shopkeeper even purchased live music event as part at the a part of any future versions of the hand at on the day, from soccer to The launch of Queer Collective: some artwork from the artist This was the second year Midsumma has Midsumma program. The day fo- event. rowing, tennis to water polo, AFL Personal Insignia was at Frances- to feature permanently in their cused on unsigned alternative and clinics and ballroom dancing. ca’s Bar on High St Northcote, business! received funding from City of Mariby- independent local musicians, as The second event, Team Mel- and featured a life sized zombie this was selected as a group that is bourne Midsumma Sports Day, Extra activities on the day kept family, video work, graphic work Midsumma worked with eleven rnong to produce a Midsumma Meets underrepresented within Midsum- was presented in collaboration patrons attention throughout the and gothic inspired sculpture. The artists, eight businesses on High ma programming currently. with Team Melbourne and the day, with the Queer Melbourne launch night sold $1,500 worth of Street, City of Darebin and Active Maribyrnong program. AFL. Although we had extreme Massage Network offering free art, as well as connected new busi- Spaces on this project. It is esti- The day was deemed a success, weather for sports participation 10 minute massages as well as ness owners with council repre- mated that over 300 people inten- with approximately 200 people at- with temperatures over 38 degrees, speeches from Melbourne Heart, sentatives and artists for ongoing tionally viewed the public facing tended the event, despite tempera- there was a very positive turn out the AFL and Team Melbourne. programming. art and thousands were passively tures of over 36 degrees! on the day. Multiple mainstream exposed to the works.

11 TREASURER’S REPORT

It has been a pleasure to have Festival Inc is now the twelve been able to associate myself with months ending 30 June of each Midsumma Festival, the Board and year; in line with regular Austra- the team of staff over this period, lian Corporations. This has meant and I wish you all the very, very that the audited accounts for 2014 best of fortunes for the many years reflect the information for the peri- that follow. od 1 April 2013 to 30 June 2014 (15 months). For comparison purpos- Kindest of Regards and Happiest es, the financial position as at 31 of Midsumma’s Forever. March 2014 has been prepared for the 2014 report. Dean Hamood TREASURER’S REPORT Outgoing Treasurer The results for the 2014 Festival were extremely positive, with high turnout and support at Carnival and festival events. Continued As incoming Treasurer, I would support from our Patrons and first like to take this opportunity Sponsors is paramount to the to thank Dean Hamood for his out- continued sustainability of the standing contribution to Midsum- Festival and I welcome members 2014 was a year of several changes. ly supportive community, without val after 6 years of holding this ma Festival during his many years to introduce new Patrons into the Dean Hamood Our financial year has now moved whom events like this would never position, and a previous 3 year as Treasurer. Dean and the team at fold. to be in line with the standard succeed. term as Adelaide’s Feast Festival Midsumma have worked together Outgoing Treasurer financial year, being 1 July to 30 Treasurer. Unfortunately my other to present you with the results for Finally, I look forward to the 2015 June each year. In doing so, this The 2014 Festival was a major commitments have become too this 2014 financial year. Festival, the 2014 Midwinta Festi- has resulted in the audited state- financial success and has helped great for me to be able to fulfil the val and Pride March 2015. I hope ments being for a 15 month period. to recover from the heavy losses requirements of this position on Taking part in the 2014 Festival, to see you there. and We have changed over our ac- sustained from the 2013 Festival. the Board, and it is definitely time I had the luxury to assist at arm’s counting software from MYOB This has placed Midsumma in a for me to handover the reigns to length and to see what happens Jamal Hakim to XERO which will allow much great financial position to operate Jamal Hakim, who will bring new behind the scenes both at Carni- Incoming Treasurer more efficiency and accuracy effectively to deliver you an even energy and knowledge to this role. val and throughout the festival. It Jamal Hakim being achieved that will benefit better Festival for 2015, and hope- I have thoroughly enjoyed the truly is a magnificent feat which Midsumma greatly. fully this trend will continue year challenges and working with an would also not happen without the Incoming Treasurer after year. amazingly talented Board and continued support of the Victorian With the move of Carnival back staff of Midsumma, throughout my community. to its original home, Alexandra We continue to rely heavily on term. It is very rare to meet such Gardens, resulted in a hugely suc- donations and support from our dedicated and gifted individuals During 2014 a number of key cessful event that was incredibly Patrons, Sponsors and the commu- who donate so much of their own financial highlights are worthy well received and supported by the nity to deliver successful Festivals. time and energy into such an of mention. In line with changes Midsumma Board, Patrons, Spon- In closing, this is my last term as amazing event. to the Midsumma constitution, sors and most of all the wonderful- Treasurer of Midsumma Festi- the financial year for Midsumma

13 MIDSUMMA 2014 ANNUAL REPORT TREASURER’S REPORT

BALANCE SHEET AS AT 30 JUNE 2014 INCOME STATEMENT 1 APRIL 2013 TO 30 JUNE 2014

Current Assets JUN 2014 $ MAR 2014 $ MAR 2013 $ Income 2014 $ 2013 $

Cash 147,625 106,287 25,825 Members Fees 532 723

Accounts Receivable 43,052 16,574 28,727 Public Funding – Arts Victoria 40,000 40,000

Investment in Gaybies 0 2,754 2,754 Public Funding – City of Melbourne 80,903 76,320

Total Current Assets 190,677 125,615 57,306 Publc Funding – Other 79,381 63,258

Corporate Funding & Sponsorships 106,850 88,136 Fixed Assets JUN 2014 $ MAR 2014 $ MAR 2013 Donations & Patron Support 32,560 20,719 Plant & Equipment 16,643 16,643 12,594 Pride March 10,000 0 Less Accumulated Depreciation -13,611 -8,139 -8,139 Festival Income 328,141 273,155 Total Fixed Assets 3,032 8,504 4,455 In Kind Income Contributions 522,189 574,408 Total Assets 193,709 134,119 61,761 Non Operating Income 79 1,548

Liabilities JUN 2014 $ MAR 2014 $ MAR 2013 $ Total Income 1,200,635 1,138,267

Accounts Payable 3,639 9,540 51,182 Less Expenditure 2014 $ 2013 $ Loans 0 0 3,364 110,763 85,111 Other Creditors 32,072 30,763 3,986 Festival Expenses 412,914 557,631 Prepaid Grants 0 0 0 In Kind Expenditure 522,189 574,408 Total Current Liabilities 35,711 40,303 58,532 Total Expenses 1,045,866 1,217,150 Total Liabilities 35,711 40,303 58,532

Net Assets 157,998 93,815 3,229 2014 $ 2013 $

Net Surplus For the Period Ended 30 154,769 -78,883 Equity JUN 2014 $ MAR 2014 $ MAR 2013 $ June 2014

Current Year Earnings 154,769 110,733 -78,883

Retained Earnings 3,229 3,229 82,112

Total Equity 157,998 113,962 3,229

15 MIDSUMMA 2014 ANNUAL REPORT TREASURER’S REPORT

STATEMENT OF CASH FLOWS FROM 1 APRIL 2013 TO 30 JUNE 2014 PROFIT & LOSS ENDED 30 JUNE 2014

Cash Flow – Operating Activities 2014 $ 2013 $ Income JUN 2014 $ MAR 2014 $ MARCH 2013* $ Grants – Arts Victoria 40,000 40,000 Grants, Sponsorships, Other Income 1,065,522 792,566 Members Fees 532 259 723 Payments to Suppliers -979,672 -902,488 Public Funding 200,284 148,558 179,578 Net Cash Provided From Operating 125,850 -69,922 Activities Corporate Funding & Sponsorships 106,850 103,350 88,136

Donations and Patron Support 32,610 28,090 20,719 Cash Flow – Investing Activities 2014 $ 2013 $ Purchase of Equipment -4,049 -3,547 Festival Income 328,091 277,844 273,155 Sale of Office Equipment 0 0 In Kind Income Contributions 522,189 522,189 574,408 Net Increase In Cash 121,801 -73,469 Add Non Operating Incom 10,079 79 1,548 Cash Held at Start of Year 25,824 99,293 Total Income: 1,200,635 1,080,370 1,138,267 Cash Held at End of Year 147,625 25,824

Reconciliation of Cash Flows From Operations With Surplus From Oper- 2014 $ 2013 $ Less Expenses JUN 2014 $ MAR 2014 $ MARCH 2013* $ ating Activities After Tax Net Operating Surplus / Deficit for Administration Expenses 110,763 88,610 85,111 154,769 -78,883 Year After Income Tax Festival Expenses 412,914 358,837 557,631 Add Back Non Cash Items Profit / Loss on Disposal of Fixed In Kind Expenditure 522,189 522,189 574,408 2,754 564 Assets/Investments Bad & Doubtful Debt 0 0 0 Depreciation 5,472 2,493 162,995 -75,826 Total Expenditure 1,045,866 969,637 1,217,150 Changes in Assets & Liabilities Increase / Decrease in Receivables -14,324 -3,745 Net Surplus / Deficit 154,769 110,733 -78,883 Increase / Decrease in Payables -22,821 9,649 Net Cash Provided From Operating 125,850 -69,922 * For the 12 months to 31 March Activities

Cash at Banks & On Hand 2014 $ 2013 $ ING 0 1,430 CBA 37 37 Westpac 28,497 18,466 Donations Account 29,657 1,495 NAB 89,434 4,396 Cash at Banks & On Hand 30 June 2014 147,625 25,824

17 MIDSUMMA 2014 ANNUAL REPORT TREASURER’S REPORT

19 TICKETING & ATTENDANCE KEY STATS The following figures are based on ticket sales through midsumma.org.au.

Victorian Attendees Marketing Information

• Word of Mouth (28.27%) • Email (1.63%) TICKETING & ATTENDANCE • Printed Guide (19.85%) • Radio (1.62%) • Greater Melbourne (73.8%) • Website (17.05%) • Newspaper (1.37%) • Regional VIC (7.4%) • Social Media (7.94%) • Telstra Bloggers (1.32%) • Interstate (15.5%) • Other (6.91%) • Staff (1.14%) • Incorrect or no address entered (2.2%) • Tram (4.69%) • Production (0.65%) • International (1%) • Midsumma Invites (3.01%) • Media (0.57%) • App (1.80%) • Queer Print Media (0.48%) • Poster/Flyer (1.70%) • Midsumma Board (0.01%) Nearly 10,000 tickets were sold the venue box office. These shows A total of 180,000 people attended Top 10 selling event through via Midsumma.org.au to 89 tick- include The Bitter Tears of Petra misumma.org.au (based on eted events. Midsumma.org. au Von Kant by Fassbinder, Word Midsumma 2014, up from 132,000 in 2013. number of tickets sold) were: accounts for approximately 40% Is Out and a selection of parties of the tickets sold throughout which are more likely to have door Attendance at Carnival was approximately 1. Gaga v Assange Every ticket buyer was asked to give information about how they found out about the Festival . Attendance at Carnival sales than pre-purchased tickets. 2. Battle On The Bent Track 74Interstate Guests +71621 27+show they were purchasing tickets for.19+178653+2+2+2+2+1+1+1+1+1+1+1 The below is the results of this information, show- was approximately 100,000, with 100,000, with T Dance drawing in 3. CONFETTI ing that Word of Mouth, the Printed Program Guide and Website are the three primary T Dance drawing in approximate- Midsumma handles ticket sales 4. Miss Gay & Miss Transsex- sources that drove people to purchase tickets. ly 8,000. Attendance at other through midsumma.org.au approximately 8,000. ual Pageant Australia 2014 non-ticketed events was approxi- internally, meaning this is not 5. Sweet Dreams: Songs By Other areas are never expected to be a primary reason for a ticket purchase, such as mately 47,000, totaling to a whop- outsourced to a ticketing provider Annie Lennox Midsumma invites, Email (EDMs) or Telstra Blogger recommendations, however these ping 180,000 people attending such as Ticketmaster. This allows 6. In Vogue: Songs By Ma- • New South Wales (57%) do form part of a larger marketing strategy and are equally as important as a support Midsumma 2014. Midsumma to draw the following • Queensland (33%) donna strategy to the Midsumma printed guide and website. data from ticket sales, which as- • Western Australia (3%) 7. Thank You For Being A The following ticketing report is sists in discovering the successes • Australian Capital Territory (2%) Friend • South Australia (2%) based upon sales through mid- and gaps in our marketing cam- 8. The Laugh Out Loud Big • Tasmania (1%) summa.org.au only. It is worth paign and visitation to Festival. Gay Comedy Night • Northern Territory (1%) noting that some events who did 9. Standing on Ceremony – not sell overly well through mid- The Gay Marriage Plays summa.org.au, did sell very well 10. RENT through other means, primarily

57+34321 21 COMMUNICATIONS

In partnership with Star Observer, piece of printed collateral and one PRINTED Midsumma produced a 48-page of our two chief forms of commu- printed program guide, in full co- nication with event attendees, lour and showcasing the 131 events the other being midsumma.org. PROGRAM GUIDE in all their glory. au. Due to this, certain feedback questions were asked around the In partnership with Star Observer, Mid- Midsumma and Star Observer presentation and quality of the printed 35,000 copies of this guide information within the guide. summa produced a 48-page printed pro- and Hobsons Bay City Council printed an addition 4,000 for the gram guide, in full colour and showcasing GoWest targeted distribution. COMMUNICATIONS the 131 events in all their glory. The program guide is our primary

From the launch of pre-release The highlight again of the Mid- The heroes of the Midsumma In 2014 there were over 100,000 website tickets on 22 November 2013 to summa outdoor marketing cam- communications campaign 2014 The highlights of the partnership events had a personalised poster page brochure (DL) that is printed visitors and 39,000 copies of the guide the last day of Festival on 2 Febru- paign was the partnership with were relaunched midsumma.org. ary, 102,691 unique visitors used Yarra trams, which saw one third au, the printed program guide, MIDSUMMA are the tram faces, which in 2014 that was printed by Yarra Trams by Yarra Trams and distributed midsumma.org.au. 4,435 people of the tram fleet showcasing Mid- the trams collateral and the pro was the graphic above, which and posted on-board the trams in to the on-board brochure stands distributed. downloaded the Midsumma summa ‘tram faces’ from Novem- bono services of Fenton Commu- was plastered across the form the designated poster frames. across the tram feet network. iPhone/ iPad application, which ber 2013 to February 2014, as well nications who provided publicity & YARRA TRAMS of one third of the tram fleet in These brochures feature all Pre- is an increase on the 3,745 people as brochures and posters featuring services to Midsumma in 2014. Melbourne. This iconic form of The final highlight of the Yarra mier and Major events also. who download the Festival l2013 Premier Events being carried on- Without this support Midsumma Midsumma and Yarra Trams have enjoyed communications allows for Mid- Trams partnership is an eight- application. board trams. would not have had a dedicated summa, a fringe Festival at heart, publicity team and feel that ticket a great relationship since 2011, and we to reach in to the mainstream In 2014, 39,000 copies of the New in 2014, was the partnership sales would have been deeply audience’s everyday in a way that Midsumma printed program with Mr Moto which saw 1,000 impacted. thank them for their commitment to the traditional print and digital adver- guide were printed and distribut- café poster printed and distributed tising cannot do. ed across QLD, NSW, VIC with across greater Melbourne, as well GLBTIQ community and queer arts and specific concentration areas of as given out at the Midsumma In addition to the tram faces, all Metropolitan Melbourne from St Launch event for supporters to culture. Midsumma Premier and Major Kilda to Northcote, Richmond to hang at home, at work and have a Footscray as well as Hobsons Bay little piece of Midsumma in their City Council. ‘everyday’.

23 MIDSUMMA 2014 ANNUAL REPORT COMMUNICATIONS FEEDBACK CAFE The following figures were taken from Midsumma’s annual experience survey. POSTERS PRINT & ONLINE

Returning in 2014 was the Mid- Midsumma runs with an extremely is in excess of $60,000. We thank summa café poster. With thanks to slim, almost non-existent market- all these partners for their sup- Printed42 Program Materials Program33 Content Usability24 of Midsumma.org.au Mr Moto, who printed and distrib- ing budget and we cannot gain the port and look forward to working uted the posters pro bono, these exposure that we do without the together into the future. 39 41.62% 48 33.14% 39 24.42% posters could be seen across the assistance of community-minded + + + greater Melbourne area in cafes/ publications. In 2014, Midsumma

10 39.31% 10 48.26% 23 38.37% restaurants, venues, bars, laun- partnered with Star Observer,

+ + + dromats and other participating MCV, LOTL, JOY94.9FM, DNA,

1 9.83% 3 10.47% 4 22.67% spaces. The posters were a flashy Manhunt and Same Same who

+ + + full colour adaption of the 2014 provided the Festival with in-kind hero image and tagline; immerse advertising both in print and on- 1 1 3 1.16% 2.91% 4.07% yourself. line. The total value of this support + + +

1.16% 1.16% 2.91% +7 +4 +7

6.94% 4.07% 7.56% PUBLICITY

Usability14 of the iPhone / iPad App Online17 Ticketing Experience Overall38 Organisation / Management Midsumma was fortunate enough to existing Midsumma staff and nications, specialising in Public in 2014 to receive pro bono allowed the Festival to engage two Relations, at RMIT University, 17 14.04% 28 16.86% 43 38.24% support from Fenton Communica- publicity students as interns to aid and Kimberley Dinh, a current + + + tions; media and communication in their learning and also to allow Bachelor of Arts (Public Relations) 11 16.96% 12 28.49% 14 42.94% specialists. Many thanks to David for greater systems of organisation student at Deakin University. Both + + + Micallef who spent countless surrounding the manner in which interns worked from the Midsum-

2 11.11% 5 11.63% 1 13.53% hours working on the Festival’s Midsumma communicates with ma office 2-3 days per week from

+ + + publicity plan and execution. the media and vice versa. December to February and were a

3 2.34% 3 4.65% 3 1.18% David is the Head of Media and joy to have as part of the team.

+ + + Digital at The two publicity interns in 2014 Fenton Communications and hav- were Mitchell Blincoe, a current 2.92% 3.49% 2.94% ing him on-board was beneficial student of Bachelor or Commu- +52 +35 +1 52.63% 34.88% 1.18% Key Excellent Somewhat Unsatisfactory Very Good Unsatisfactory Satisfactory Not Applicable 25 COMMUNICATIONS

Website User Demographics Program Launch – End of Festival Unique Visitors to midsumma.org.au • Greater Melbourne (76.79%) 2014: 102,691 • Regional Victoria (3.05%) • New South Wales & 75,201 Australian Capital Territory (7.59%) 2013: • Queensland (2.35%) • South Australia (0.91%) 2011: 43,667 2012: 48,108 • Western Australia (0.75%) 2010: 37,216 • Tasmania (0.14%) • New Zealand (0.46%) • United States of America (4.16%) • Other (3.75%)

Midsumma’s web presence in 2014 • Unique visitors increased 37% usage increased: 76+38214 12+14+15+25+34 WEBSITE was a great success. Building on to 102,691 (up from 75,201 in the progress made in 2013 and 2013). • Unique visitors on the week 2014 our web presence continues • Total visits increased 16% to of program launch increased Midsumma 2014 saw over 100,000 people to expand with many exciting new 150,313 (up from 129,961 in 207% to 10,106 (up from 3,295 features on the way for Festival 2013). in 2013) access midsumma.org.au, a 37% increase 2015. • 62.8% of visitors were new vis- • Unique visitors on the open- 2014: 10,106 itors (up from 55.08% in 2013). ing day of festival increased Program Launch Carnival (Opening Day) Carnival (Opening Day) – End of Festival on 2013. Working with the Martin Klimas • 48.67% of visitors accessed by 34.45% to 11,038 (up from Unique Visitors to midsumma.org.au Unique Visitors to midsumma.org.au Unique Visitors to midsumma.org.au 2014: 11,038 artwork used in Festival 2014’s the site from a mobile device 8,210 in 2013) 2014: 52,059 marketing, the website featured (up from 44.49% in 2013 and 2013: 8,210 2013: 39,691 strong imagery and media to make 7.25% in 2012). 2013: 3,295 23,573 2012: 27,654 browsing the program a more • Midsumma.org.au served 2011: 4,183 2012: 4,284 2011: 2011: 1,188 2012: 1,591 visual experience than ever before. over half a million pageviews (535,953, up from 500,592 in After a surge in web traffic in 2013, 2013). we experienced the same again for Midsumma 2014. We found that in Around key dates of Midsumma’s 7+9+20+62 15+15+29+40 2014: marketing campaign website 16+19+27+36

27 VOLUNTEER PROGRAM VOLUNTEER ENGAGEMENT The following figures were taken from Midsumma’s annual volunteer experience survey.

Age1+30+ 30 Hours43 Volunteered Roles:13+ 9 Carnival T Dance Roles:22+ 13 Festival

Under 20 Under 5 Workforce Check In Usher +22 +26 +4

VOLUNTEER PROGRAM 20 – 29 5 – 10 13 Box Office 4 Box Office + +

26 30 – 39 11 – 20 26 Bump In/Out 26 Gallery Sitter + + +

4 40 –49 21 – 30 17 Bar 9 Information + + +

9 50 – 59 Over 40 1 Information 13 Bar Staff Across Festival 2014, just under 200 volun- Annually volunteers donate + + + approximately 6,750 hours to sup- Over 60 1 Promoter 9 Bump In/Out teers worked on Midsumma Festival. From porting Midsumma Festival. The + + major aspects of this are board 22 Photographer 43 Office/Admin of management time, year-round board members, to in-office support, bar + + volunteer Alan Drummond’s time and the large volunteer task force GoWest Volunteering 1 Donations 13 None

staff to ushers, photographers to box office + + that goes into the execution of and everything in between. It is this huge Carnival. IBM again supported the 4 Tickets Other

volunteer program in 2014, and we +

thank them for their contributions 13 amount of support than keeps Midsumma Stage Management to this important program. +

alive. 13 None Every year Midsumma asks vol- • Yes unteers for feedback about their • No + experience at Midsumma, please Other see the summary of responses below for regarding the experience of volunteers as a part of Midsum- ma 2014. 26+74 29 MIDSUMMA 2014 ANNUAL REPORT VOLUNTEER PROGRAM MOTIVATION TO VOLUNTEER VOLUNTEER EXPERIENCE The following figures were taken from Midsumma’s annual volunteer experience survey. The following figures were taken from Midsumma’s annual volunteer experience survey.

To13 gain work experience To9 learn new skills To13 be with my friends Just13 for something to do Was43 a rewarding experience To9 learn new skills 13 To be with my friends 13 Just for something to do

22 13% 35 9% 17 13% 35 13% 52 13% 35 9% 17 13% 35 13% + + + + + + + +

26 22% 43 35% 35 17% 22 35% 4 22% 43 35% 35 17% 22 35% + + + + + + + +

22 26% 1 43% 22 35% 17 22% 1 26% 1 43% 22 35% 17 22% + + + + + + + +

17 22% 13 0% 13 22% 13 17% 1 22% 13 0% 13 22% 13 17% + + + + + + + +

17% 13% 13% 13% 17% 13% 13% 13%

To30 meet people / socialise To39 be involved in the arts To61 be involved in the queer To9 get to know Melbourne To30 meet people / socialise To39 be involved in the arts 61 To be involved in the queer 9 To get to know Melbourne community community

61 30% 43 39% 26 61% 22 13% 61 30% 43 39% 26 61% 22 13% + + + + + + + +

9 61% 13 43% 9 26% 43 22% 9 61% 13 43% 9 26% 43 22% + + + + + + + +

1 9% 1 13% 1 9% 17 26% 1 9% 1 13% 1 9% 17 26% + + + + + + + +

1 0% 4 0% 4 0% 9 22% 1 0% 4 0% 4 0% 9 22% + + + + + + + + 0% 4% 4% 17% Key 0% 4% 4% 17% Key Strongly Agree Strongly Agree Agree Agree Neutral Neutral Disagree Disagree Strongly Disagree Strongly Disagree MIDSUMMA 2014 ANNUAL REPORT VOLUNTEER PROGRAM REPRESENTING MIDSUMMA Midsumma asked all volunteers to respond to the following questions to get a gauge of how well volunteers are able to represent, ‘sell’ and speak about Midsumma.

“Midsumma is a diverse collection of events for us “It’s Melbourne’s gayest outdoor picnic and to enjoy while thinking about who we are and how party - a coming together of all the diverse we fit in to the wider community, as well as cele- colours of our community to celebrate who brating what has been achieved, while being mind- we are. Most of all, it’s a celebration of what “The entire queer community com- “It’s a fantastic selection of “An awesome display of queer ful that we still have a way to go before we’ll feel we’ve achieved and a chance to relax and be ing together, enjoying a wide variety “A great chance to arts, sport, and queer culture culture, stalls, performances safe and fully accepted by the wider community.” ourselves in a safe, supportive, public space.” of experiences and building a strong view LGBTIQ arts and celebrated across different and a celebration of queer community presence in the process.” performances” venues in Melbourne.” culture and diversity.”

If you had to describe Midsumma Festival “It is a festival that goes for a If you had to describe Carnival to A smorgasbord of Melbourne’s GLB- “Culturally diverse. couple of weeks and includes “A hybrid between Picnic TI community - from drags and dogs Accepting. Flamboyant” to someone who had never been before, events from all aspects of the in the park and a Fair” someone who had never been to cars and rugby.... And all faces queer community” smiling, and not a sniff of violence.” what would you say? before, what would you say?

“The biggest GLBTI festival of “A great range of really high “The biggest single gay event quality events, something to “A fantastic and vibrant atmosphere with arts, culture, community, sport in Victoria each year, attract- “Prideful, colourful “Excellence in theatre, art, sport and community .... suit every interest.” a great sense of community. A nice place and entertainment in Victoria.” ing the largest range of the “A fantastic fun day for all event that highlights Mixing fun and intellect all with a smile and sense of to have a picnic with friends, meet new GLBTI community from all the family with plenty of GBILT culture.” humour. It is what Melbourne’s summer is all about. over the state.” entertainment and a fun people and find out more of what clubs Look out Melbourne Festival... Lift your game... Or atmosphere” and services are available within the Midsumma will be our premier arts event.” LGBTIQ community.”

33 MIDSUMMA 2014 ANNUAL REPORT

MIDWINTA FESTIVAL

Midsumma takes great pleasure in pre- Midwinta follows community dinators. Rat Simpson’s exhibition tion to those of us who know him. feedback that Midsumma, Pride “libeRATe” opens the festival. Mid- Tim and his husband Keith have senting our first Midwinta Festival; a fes- March, Melbourne Queer Film winta closes with Tim Bateson’s been huge supporters of Mid- Festival and Chill Out all occur at exhibition, “Medicated”. In 2013, summa over many years includ- tival we hope to become as integral a part the start of the year leaving a long Tim was diagnosed with Mantle ing serving on the board so our gap in the GLBTI calendar. Cell Lymphoma and has been un- thoughts and best wishes are with of Melbourne’s culture as the annual Mid- The cornerstone of Midwinta is a dergoing treatment since. A close them and their daughters. 50% of gala ball on 15 August 2014 in the member of my family has been the proceeds from “Medicated” summa Festival. Savoy Ballroom of the Grand Hy- going through the trauma that sales go to the Peter MacCallum att. This is a night to frock or suit is chemotherapy over a similar Cancer Foundation. up (or both), enjoy a 3 course meal, period so Tim’s words resonated In between these exhibitions are experience tremendous talent and with me personally like it will with events run by arts, sports and dance the night away. The night many of you: community groups big and small aims to raise funds for Midsumma including fundraisers for Mel- through an auction of goods and “My cancer has shifted my reality bourne’s gay and lesbian business services generously donated by and those around me: the un- association, GLOBE; premier um- many businesses and individuals dercurrent of fear of death shifts brella sports organisation, Team so come prepared to spend big! values, needs and wants” Melbourne; gay and lesbian volley- Our first Midwinta is bookended ball club and the annual Pride by exhibitions from Midsumma’s Tim has always been a fighter and March, which Midsumma recently past and present visual arts co-or- his journey has been an inspira- took the reins of.

35 MIDSUMMA 2014 ANNUAL REPORT STAFF + SUPPORTERS

MIDSUMMA 2013/14 Festival Manager: Mobile App Developer: STAFF AND KEY VOLUNTEERS Monique Thorpe Ben Deckys BOARD MEETINGS Administrator / Projects Officer: Digital Content Intern: Adrian Joannou Katrina Varey Attending Apology Production Manager: Publicity Interns: Helen Papadomanolkais Mitchell Blincoe & Kimberley Dinh Aaron Hockly 8 2 Chair Ticketing Manager: Social Media Intern: Rachael Simpson 8 2 Hadley Agrez Adam Jordan Deputy Chair

Digital Media Manager: Design Volunteers: Dean Hamood George Groves Teags Humm teagshumm.com Outgoing Treasurer 5 2 Dito Kadum ditokadum.com Resigned in March 2014 Webdude/eNews Editor: Alan Drummond (year–round volunteer) Jamal Hakim Incoming Treasurer 5 1 Co-opted in December 2013

Aaron Hockly Dean Hamood Aaron O'Shannessy 8 2 MIDSUMMA 2013/14 Elected Chair at 2013 AGM Re–elected to the board of directors at 2013 AGM Secretary BOARD OF DIRECTORS Role: Chair Role: Treasurer (outgoing) Member of Midsumma Operations and Member of Midsumma Operations Committee Kate Wickett 6 4 Programming Committees Adam Gardnir 6 4 Jamal Hakim Aaron O’Shannessy Elected to the board of directors at 2013 AGM Elected to the board of directors at 2013 AGM Role: Treasurer (incoming) Role: Treasurer (incoming) Darren Donnelly 8 2 Member of Midsumma Operations Committee Member of Midsumma Operations Committee Tennille Moisel 8 2 Kate Wickett Adam Gardnir Elected to the board of directors at 2012 AGM Elected to the board of directors at 2013 AGM Andrew Staite 5 1 Member of the Midsumma Funding committee. Member of the Midsumma Programming committee. Coopted in December 2013

Tennille Moisel Darren Donnelly Simon Mallia 5 1 Elected to the board of directors at 2013 AGM Elected to the board of directors at 2013 AGM Coopted in December 2013 Member of the Midsumma Operations and Engagement commit- Member of the Midsumma Engagement and Funding committees. tees. Jane Daniels 4 2 Resigned in February 2014 Simon Mallia Andrew Staite Co-opted to the board of directors in March 2014 Co-opted to the board of directors in March 2014 Steven Hunter Member of the Midsumma Funding Committee. 3 3 Member of the Midsumma Funding Committee. Resigned in February 2014

Jane Daniels Steven Hunter Resigned Feb 2014 Resigned Feb 2014 37 STAFF + SUPPORTERS

MIDSUMMA 2014 PATRONS PARTNERS

Diamond Patrons Lisa Watts PRINCIPAL PARTNER (5,000+) Business woman and former Midsumma Chair

Anonymous Donor

Gold Patron Andrew Staite ($2,000 – $4,999) Midsumma Board Member, Managing Director: SHK MAJOR PARTNERS

Silver Patron Dean Hamood ($1,000 – $1,999) Treasurer and Manager of Purchasing Services – Corporate Support Hub & Payment Services at Monash University

Rainbow Patrons Martin Foley ($500 – $1,000) State Labor MP for Albert Park

Stuart Kollmorgen Norton Rose Fulbright Partner MEDIA PARTNERS Barnaby Johnston Barrister

John Allan Managing Director, Sensis Pty Ltd SUPPORTING PARTNERS Commissioner L. Johns Fair Work Commission

39 midsumma.org.au