Adelaide Fringe was world’s largest festival during the pandemic
After shifting 632,667 tickets to the value of $16.4 million, Adelaide Fringe was the largest festival in the world during the pandemic.
There were 900 free and ticketed events between February 19 and March 21, with 85 outdoors.
Many shows were sold-out and had to be extended: the most successful music shows included Jackson Vs Jackson (Michael vs Janet) and Inma, a collaboration between Electric Fields and the SA First Nations Dance Collective.
Fringe director and chief executive Heather Croall called the figures “remarkable” given that most of the venues were operating on a COVID-safe 50% capacity.
“All eyes were on us. We collaborated widely and were committed to putting this Adelaide Fringe on for the people of South Australia and creating a platform for artists to perform once again.
“We are so thankful for the support from South Australians who got behind Fringe this year.”
“Adelaide Fringe has defied the odds and once again brought to life the city and the wider state,” according to SA premier Steven Marshall.
“It is remarkable what event organisers, artists, venues and audiences have been able to participate in together over the last 31 days and nights.”
This year’s program was made up of 71% South Australian shows, compared to 52% in 2020.
New ticketing initiatives included ‘Double Your Applause’ where patrons could purchase two seats – one for themselves and one for the empty COVID-safe seat next to them – which raised an extra $52,000 for artists.
A further $146,000 was raised from private and corporate donations.
Croall was further pleased with how Fringe improved its accessibility, thanks in part to partnerships with Deaf Can:Do and Guide Dogs SA/NT, and upgrading its website to allow patrons to book their own companion card tickets, without needing to phone the call centre.
The 2021 Fringe also remained a major tourist boost.
Despite border closures at the beginning, and no international acts, 73,710 patrons made their way from outside South Australia.
This proved a higher figure than in 2020 when the Fringe reported that of the 853,419 attendees who generated box office of $21 million, 32,433 were out-of-staters
64.1% came because of the festival, and 16% extended their stay to visit other attractions in the state. They spent a total of $41.6 million.
Adelaide Fringe was one of the events during the city’s Mad March, along with the popular Adelaide Festival and WOMADelaide.
Adelaide Festival sold over 61,000 tickets, generating $3.7 million – $1 million over its target.
WOMADelaide attracted almost 19,000 after downsizing to a smaller park and four sunset concerts. It hit 97,000 pre-COVID.
“The fact that Adelaide has just recorded the highest occupancy of any mainland Australian capital city is a remarkable demonstration of what we can do to boost our economy, create jobs and get SA back to business as fast as possible,” Premier Steven Marshall said of Mad March.