À Fleur de Peau, Groupe F, 2016. Photo: Tony Lewis
PARTNER WITH US
IN 2017
“IT’S THE ONLY FESTIVAL OF ITS KIND TO WHICH ART LOVERS
FROM ACROSS AUSTRALIA STILL MAKE A PILGRIMAGE.”
| The Australian |
Opening Night, 2014. Photo: Shane Reid
ONE OF THE
WORLD’S
FINEST ARTS
EVENTS
ADELAIDE FESTIVAL OF ARTS 2017
The 2017 Adelaide Festival of Arts will be our first as
joint Artistic Directors and we feel especially privileged
to be part of its rich 56-year history, given the stature
and influence of the festival on our early lives.
The Adelaide Festival of Arts built its international
reputation on distinctive characteristics: it secures
exclusive or premiere events of grand scale and
ambition; it presents events in unique and memorable
settings; and it programs performances by the greatest
artists of our generation.
the unique personality of our beautiful city. Audiences
of all ages coming together for performance events that
shock, delight, surprise and entertain and that touch
on our primal need to come together for the shared
experience.
This is only possible with your support, trust and
guardianship. We very much hope you will join us for
memorable and thrilling adventures in 2017 and beyond.
Welcome to the next era of the Adelaide Festival of
Arts!
Neil Armfield and Rachel Healy. Photo: Tony Lewis
The aim of our three festivals, like all the great ones that
preceded it, is a city ablaze with ideas and grounded in NEIL ARMFIELD AND RACHEL HEALY
ARTISTIC DIRECTORS 2017-2019
6000 Miles Away, Sylvie Guillem, 2013. Photo: Bill Cooper
“THIS IS, OF COURSE, PRECISELY THE
REASON WE HAVE INTERNATIONAL ARTS
FESTIVALS – TO EXPOSE AUDIENCES TO
STORIES AND STYLES WE WOULD
NOT OTHERWISE EXPERIENCE.”
| The Guardian |
OUR AUDIENCE
74%
26%
Female
Male
AGE GROUP
44%
26%
16%
14%
40-64 years
65+ years
18-39 years
Under 18 years
LEVEL OF EDUCATION
48%
38%
14%
Postgraduate
Undergraduate
Other
EMPLOYMENT
42%
37%
10%
11%
Professional/Executive/White Collar
Retired
Unemployed/Student/Home duties
Blue collar
GROSS HOUSEHOLD INCOME
26%
31%
18%
$80-$159k
$40-$79k
$160-$200k
GEOGRAPHICAL
71%
29%
Adelaide/South Australia
Interstate/Overseas
Lola’s Pergola, 2014. Photo: Ben McPherson
GENDER
2016 FESTIVAL HIGHLIGHTS
The 2016 festival reached its box office target prior to opening
and was punctuated with exclusive events, standing ovations and critical acclaim.
Groupe F’s À Fleur de Peau played to a sold out audience of 26,000 at Adelaide Oval.
It was the largest ticketed show in the festival’s history.
Australian exclusives such as National Theatre of Scotland’s The James Plays and
Pina Bausch’s Nelken (Carnations) played to capacity crowds in the Festival Theatre.
Audiences flocked to Australian premieres from outstanding South Australian companies.
State Theatre’s The Events played to capacity houses, and Slingsby’s The Young King
added to their season to meet demand.
Nelken (Carnations), Tanztheater Wuppertal Pina Bausch, 2016. Photo: Oliver Look
2016 saw the highest ticket sales for the festival in over 10 years.
MORE KEY FIGURES
The 2016 festival ran for 18 days and nights and included:
• Over 136 performances across 34 events
• Seven World Premieres and 20 Australian Premieres
• 20 events exclusive to Adelaide
• Two festival-commissioned Australian Premieres
– Go Down, Moses and monumental
• 10 events by South Australian companies
• Over 500 artists and writers from over 14 countries
ADELAIDE WRITERS’ WEEK
For the past five years Director Laura Kroetsch has curated Australia’s largest free literary
event, running for six glorious days in the beautiful Pioneer Women’s Memorial Gardens.
The 2016 event enjoyed record crowds and book sales,
with a 10% increase on attendances.
The free two-day Kids’ Weekend saw children aged 12 and under engage with writers
and stories, with appearances from Maisy Mouse and creator Lucy Cousins.
Adelaide Writers’ Week, 2015. Photo: Shane Reid
For the first time the event went digital, live-streaming to 32 libraries
across South Australia, reaching a further 2000 literature lovers.
2001: A Space Odyssey, Photo: Shane Reid, 2013
Audiences enjoyed hearing 90 writers speak across 84 sessions,
including Kerry O’Brien, Lisa Genova, Magda Szubanski, Jane Caro,
Charlotte Wood, Alexander McCall Smith, Anne-Marie Slaughter and more.
2001: A Space Oddessy, 2013. Photo: Shane Reid
“AUSTRALIA’S BIGGEST
CULTURAL EVENT.”
| The New York Times |
ECONOMIC IMPACT
The 2016 Adelaide Festival of Arts generated a gross
expenditure of $77.9 million to the South Australian
economy.
29% of all ticket buyers travelled from interstate or
overseas to attend the festival, generating almost
150,000 visitor bed nights and therefore bringing in new
revenue to the state.
The interstate and overseas visitors to Adelaide Festival
were extremely positive in their assessment of the 2016
event with 99% expressing their satisfaction with their
visit to South Australia and 88% indicating they were
likely to visit Adelaide again as a result of their visit to
the festival.
Erth’s Dinosaur Zoo, 2016. Photo: Russell Millard
MARKETING CAMPAIGN
• Extensive print campaign including 120,000 festival programs
and 25,000 Writers’ Week programs
• Regular e-communications to a subscriber base of 40,000
• Targeted social media engagement including Facebook, Twitter
and Instagram to a follower base of 60,000
• More than 3,400,000 reached via Facebook and over 52,000 engagements
• More than 200,000 unique visitors to adelaidefestival.com.au
• Extensive advertising campaigns across print, radio television,
online, transit and outdoor media
•More than 1000 editorial features or mentions in local, national
and international media outlets, including leveraging of media partnerships
• A free launch event attended by key government and industry stakeholders,
supporters, media and ticket buyers
FESTIVAL HISTORY
The centre of Adelaide’s primacy as the country’s festival capital is undoubtedly the Adelaide Festival of Arts.
It’s the mothership. For over fifty years, the festival has been presenting Adelaide audiences with the great artists of
our generation. They may be old masters, generational leaders, new voices or significant Australian artists.
Many are household names but they’re never included for that reason. Each year, artists are handpicked from
thousands of possibilities for the pure fact that they offer a unique world view and a creative imagination forges an
unforgettable connection with Adelaide Festival audiences.
ARE YOU READY FOR A NEW ERA?
ADELAIDE FESTIVAL OF ARTS
[email protected]
+61 (0)8 8216 4477
LEVEL 9, 33 KING WILLIAM STREET
PO BOX 8221 STATION ARCADE
ADELAIDE SA 5000
ADELAIDEFESTIVAL.COM.AU
3 - 19 MARCH 2017