Participant Packet 2019

TEN YEARS,
Baby...
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Welcome, 2019 Fringe Participants!

You are now a part of the tenth year of our little festival in
Hollywood. We are so proud to work with such a talented and
diverse pool of artists and producers. Use this time to have fun,
build your craft and challenge yourself with new experiences.
We’re always here for you; we believe in your unique voice and
want to assist in this bold endeavor you’ve begun.
At Fringe, community is king. We are a big tent of artists, en-
trepreneurs and dreamers. Fundamentally, it is your choice to
partake (or abstain) from participating in this jolly band of min-
strels. Our suggestion: dive-in headfirst and don’t look back.
The people you meet at Fringe can become lifelong friends and
collaborators as you will always share memories of this special
time.
So how does a smart fringe producer stand apart in this hefty
confederation of shows? That’s where this packet comes into play. Listed herein are tips, tricks and discounts to
lighten the intellectual and financial load of your road ahead. Integrate these into your marketing plan and you
may just stage that breakout Fringe hit.
We know there’s a lot of information to wade through during Fringe; hopefully the words below distill that ca-
cophony to a dull roar.
Just don’t forget to have the time of your life—it’s only June 2019 once.

Fringe On!

The Hollywood Fringe Festival Staff

Important Dates:
May 1st: Tickets Go On Sale June 13th-30th: 2019 Hollywood Fringe Festival
June 6th-11th: Previews June 30th: Awards Ceremony & Closing Night Party
June 12th: Opening Night Party
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Preparing for a Successful Festival

TOWN HALLS & WORKSHOPS
We’ve already conducted one Town Hall and two Workshops
for the 2019 Festival. If you didn’t attend, we recommend that
you watch them, especially if this is your first HFF.
Town Hall II: Marketing will be held on April 14th and Work-
shop III: Festival Expectations will be held on April 20th. The
final Town Hall, Ticketing & Festival Prep, will be held on May
5th. Our final workshop: How to Tech Your Fringe Show is on
May 11th. All the details, including links to reserve free seats,
can be found in this blog post.
We also hosted a set of creative workshops in the off season
this year. Unlike the spring workshops that focus primarily on producing a show, these workshops were all about
best practices in the creative process. Think ahead and join us this fall for this series in order to be even more
fully prepared when #hff20 comes around.
PREVIEWS (June 6th-11th)
Think hard about how you want to use this time! Whether you plan to use previews to get an early review or sim-
ply as a way to provide a soft opening for your production, we recommend you book at least one slot during this
week (pick your slot carefully- the prime time slots can be very competitive). Remember, the Fringe doesn’t sell
tickets to performances on June 12th—that’s the day of the Opening Night Party!
DISCOUNT TICKETS
Discounts are a great way to get butts in seats—and participant discounts in particular help entice other festival
folks to come see your show. Your project’s administrators can add discount codes through your project dash-
board on the Fringe website. Codes are applied per performance, so if you want to use the same code for all
your performances, you will need to apply it to all of them. Your patrons can enter their codes when purchasing
tickets online.
For example: if you’re marketing to your college, you can create a special discount code just for them to use on
the Fringe website (“IOWA”, for example). This is also an excellent way of tracking how patrons hear about your
show. Keep in mind that shorter discount codes are always easier to remember, thereby more effective.
For a lot more talk about ticketing best practices, make sure to attend our Town Hall on Ticketing & Festival
Prep.
VOLUNTEER DISCOUNTS
One of the perks of volunteering for Fringe is access to a list of shows offering special discounts specifically for
festival volunteers. You are under no obligation to be on this list, but if you do want to, email Volunteer Director
Stina Pederson (stina@hollywoodfringe.org) with the name of your show, a link to your project page, and infor-
mation about the discount (whether it’s a comp or discount available with a code, if volunteers need to contact
you directly, if it’s only available certain dates, etc). This list is shared only with active Fringe volunteers (usually
around 50 people). If you have any questions about it, please email Stina.
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PARTICIPANT DISCOUNTS
In addition to other discount codes you may work into your tick-
eting scheme, you can set special pricing for participants in the
ticketing settings for each performance. One key to success at
the Fringe is luring the right people to see your production, es-
pecially the members of the community that see a lot of shows
and talk about them. More often than not, this group consists
of a lot of participants. One highly publicized night of cheap
tickets for participants can lead to a successful Fringe run.
THE SMALL STUFF
Even the smallest detail can make an impact in your marketing
efforts. If your show is geared toward families and contains no
adult themes or language, you can mark your project as family-
friendly. You can also specify that your show is a solo show, a
world premier or whether it has nudity or flashing lights. You can mark these details by navigating to “edit” un-
der the admin tab of your project on the Fringe website and checking the appropriate box (you must be logged
in as a project admin). Keep in mind, though, that misleading your audience by making these specifications and
not delivering can backfire.
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All About Flyers

Distributing postcards, posters, and/or other creative market-
ing products is a great way to market your show. Here are
some rules (and tips!) regarding your printed goods.

You MUST...

• Print the Hollywood Fringe logo on your materials. You

will need the logo on your flyer if you want placement on
a table in Fringe Central. You can download the logo at
hollywoodfringe.org/branding (If you forget to do this, you
can print stickers of the Fringe logo and place them on the
flyers).

You MUST NOT…

• Leave or adhere your promotional materials anywhere without permission, especially in public places, in-
cluding establishments hosting Fringe Office Hours. The city can issue a fine for unauthorized posters/fliers.

You SHOULD...

• Use creativity, or your materials may not stand out from the crowd!
• Make sure the main text is legible, even from a few feet away.
• Include essential info: What, Where, When and How Much are the most important details. Don’t leave this
out, but also don’t include so much text that it overwhelms your materials.
• Spell check, spell check, spell check!
• Offer your materials to people you don’t know, but make conversation first. Be engaging!
• Place your postcards in other Fringe venues & Hot Spots (make sure to talk with the venue manager first).
Let them know you are part of the Hollywood Fringe and they’ll let you know where you can display your
materials if they have space.

You SHOULD NOT...

• Move or cover up other people’s postcards with your own. The Fringe staff won’t hesitate to remove your fly-
ers if you do this. If you’re having trouble finding room for your materials, consult with the venue’s manager.
• Litter!
• Hand out postcards to an audience walking out of a show unless you have permission.
• Print more flyers than you need - please be mindful of the environment.
• Leave flyers at any business without permission.
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Press Relations 101

Part 1: Your Press Release
If you haven’t already, make a press release and send it to a
targeted list of Los Angeles media outlets that focus on your
topics or your artform (do your research!). We also strongly
recommend posting your press release on the Hollywood
Fringe site (by going to the “Press” tab on your project page).

Not sure where to start? We have a great list of media outlets

that would be good to contact in our handy Marketing & Press
article. There’s also some good advice about how to post your
press release on the site, among other things.
Keys to a good press release:

• A catchy title and first sentence.

• A clear message in as few words as possible.
• A pitch enticing enough to make someone want to see your show (What is unique about your production?).
• The details: time, date, location, ticketing info, and a “part of the Hollywood Fringe Festival!”
• A captivating image to add some visual appeal and break up the monotony of words.
• DO NOT reveal press email addresses in mass emails. You MUST use bcc to email multiple outlets.

Part 2: Beyond the Press Release

You don’t have to hire a professional publicist to get press to come to your show (though some people find that
it helps to delegate this task). It’s really all about finding the right journalists and approaching them in the right
way.

You might be tempted to blast your email to everyone who covers the arts in any way. This is not the recom-
mended approach. Do your research and find out who covers your type of production or content. This takes a
little extra time but we assure you, it’s worth knowing the right people.

Engaging the press is a more complicated process than simply sending off your press release. First, don’t send
the same email (or worse, the same copy of your press release copied into the body of the email) over and over
again. Try to strike up a conversation: send an email introducing yourself, pitch your show in a personal and
friendly way, and most importantly, offer comps. Follow-ups are great but don’t be a spammer. Nothing is a big-
ger turnoff for journalists and audiences alike!

You also want to make sure that when you approach press, you are prepared to provide them with information
they may need to write about you and your production. Make it as easy as possible for them to write about you.
You should have a production summary, cast and crew listings, relevant biographies (yours, the playwright’s, the
director’s, etc), and photographs ready to send to press at their request. These are also the perfect materials to
include in your own press kit.
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Part 3: Press Requests

Representatives from the press who have registered with the
Fringe also have the option of requesting free press passes to
your show. If you receive an email that a member of the press
is interested in a ticket, make sure to reserve a comp for him/
her immediately on your project page and notify them that you
have done so. This is one of the reasons why staying on top of
your email account during Fringe is EXTREMELY important.
Keep an eye out for emails from HFF staff—the press will
sometimes go through us with requests for photos, interviews
and other fun opportunities. So please, remember to check the
email you used to set up an HFF account, especially if you are
a project admin.

Fringe Promotional Opportunities

REGISTER EDUCATIONAL EVENTS
If you have already registered for a show during the Festival and have paid your registration fee, then you can
register to hold an educational event (workshop, class, instructional endeavor, etc.) at no additional charge.
Those not already taking part in the festival can register to hold one of these events for only $50. To learn
about the benefits and what to consider before registering please visit this page.

FRINGE ADS
You can purchase ads in the Fringe Guide and on the Hollywood Fringe site with special participant rates (up
to 50% off the normal rate). This is an effective and inexpensive way to draw a wider audience to your show.
Visit www.hollywoodfringe.org/market to check out your options. All guide ads must be reserved by April 15th.
There are no deadlines for online ads.

AUCTION FOR PREMIUM AD PLACEMENT

We’ve made it a tradition to auction off the premium ad placements in the Guide: the back cover, and the inner
front cover. To participate in the auction you must purchase an ad by April 15th. We’ll subtract the cost of your
original ad buy from your bid if you win. Keep an eye out for an announcement in our weekly newsletter about
how to participate.
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FRINGE TV INTERVIEWS
FringeTV is back and we want to hear from you!
“Backstage at Fringe 2019”: We want to film a few clips
from your live show and follow your cast backstage to hear
about your experience and what Fringe means to you. Contact
us at fringetv@hollywoodfringe.org by May 23rd (Email Sub-
ject line: BACKSTAGE & (name of your show). Slots are very
limited.
“2019 Participant Lightning Round”: We will have an
open “Cattle Call” for participants to come through a theatre
and answer two questions (“What is your show about?” and
“What is your favorite line from the show?”) about their show
as quickly as possible (10-15 seconds) and you can choose
up to four people from your cast to be there. The filming will
take place the last week in May at The Broadwater, with specific dates and times to be decided. This event is a
great way to market yourself both on and off camera! Keep an eye on future newsletters for details on this op-
portunity, and check out the Lightning Rounds from 2017 and 2018 on our FringeTV channel.

SPONSORED DRINKS
The sponsored drink program is back for its ninth year, allowing you to feature a drink crafted especially for
you at the infamous Bryan’s Bar at Fringe Central. For $100, you provide the name, your base alcohol choice
and other information about your show, business, etc and our bartenders will create a hand-crafted beverage
to uniquely promote you, your business, and/or production! You will also receive an official #hff19 social media
mention, a newsletter shout-out, and printed signage at the bar. All proceeds from sponsored drink sales go to
the Fringe.
The deadline for sponsored drink submissions is June 1st. If interested, please complete this form. There are a
limited number of spots, scheduled on a first-come basis. .

FRINGE CABARET
The Cabaret Stage provides Fringe participants, as well as the general public, an opportunity to preview snip-
pets of Fringe shows. There are new shows featured in every performance, special guest performers, raffles for
show tickets and Fringe swag, and it’s all FREE! Fringe participants wishing to perform on the Cabaret Stage
should follow @HFFCabaret on Twitter for details on how and when to apply.

PLUS! Dr. Sketchy’s Anti-Art School is returning to the Hollywood Fringe Cabaret Stage! Dr. Sketchy’s features
models in various timed poses for artists to capture on paper, canvas, or in digital art. Think your costumes and
props can provide amazing inspiration? Apply to have your cast model! Keep an eye on your newsletters for
more details!
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Get Involved in the Fringe Community

SOCIAL MEDIA
Social media is one of the best ways to get noticed by other
Fringers who are often your best audience source. You might
also get the attention of a few bloggers or other members of
the press. Please note that extra effort here should not take the
form of spamming potential followers and friends. Well-thought
out content that tells a story or propels a conversation spread
out over time is always a much more charming way to captivate
your audience than copy-pasting the same message to 100
people. Groups that put effort into this will reap the rewards:
more reviews, stories and sold out houses.

Twitter is a great place to start: Be sure to follow

@hollywoodfringe and use the official Fringe 2019 hashtag
(#hff19) for all your Fringe news. You can also follow @hollywoodfringe and use the same hashtag on Insta-
gram.

TWITTER CHATS
Join us for a series of Twitter Chats that may help you recruit audiences and meet other Fringers online before
the festival begins. This can be a great way to network and get a jump on word-of-mouth marketing. Just use the
#hff19 hashtag to take part in the conversation at these times:
• April 22nd (Mon), 7:00pm-8:00pm PDT
• May 4th (Sat), 12:00pm-1:00pm PDT
• May 20th (Mon), 7:00pm-8:00pm PDT

OFFICE HOURS
Join Hollywood Fringe staff and participants every Wednesday (and some Thursdays!) for the return of Office
Hours! Office Hours are casual meet-ups at different bars and cafes around Hollywood that offer you a weekly
chance to network and drink with other Fringers! Use #drinkingaboutfringe on Twitter or Instagram for updates
on locations, specials and more. For our all ages meet-ups, check out the #diningaboutfringe series. See the
current schedule in this blog post.

NETWORK
It is very important to network with others outside your production. Even if you have the greatest show on earth,
you need to network. Some of the most successful shows during Fringe are put up by participants who see a lot
of other shows, hang out at Fringe Central or other gathering places, and who aren’t afraid to strike up conver-
sations with strangers. We suggest you do the same!
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MEDIA DISCOUNTS & OPPORTUNITIES

TodayTix (www.todaytix.com) is proud to partner with
Hollywood Fringe as an official marketing and ticketing plat-
form available to all festival productions. With no-cost market-
ing exposure to the TodayTix global userbase, you can set up
a listing to reach new audiences and join prestigious LA insti-
tutions like Center Theatre Group, LA Opera, The Pasadena
Playhouse, The Wallis and more on TodayTix’s curated plat-
form for culture lovers. Check out TodayTix.com (or download
the free mobile app) and submit your show at go.todaytix.com/
FringeListings.

NoHoartsdistrict.com is San Fernando Valley’s #1 source

for theatre - averaging 300,000 visitors per month with
28,000 social media followers. NoHoartsdistrict.com has successfully promoted the Valley’s 25+ theatres for
14 years. They have been a media sponsor for the Hollywood Fringe Festival for 8 years. They bring the San
Fernando Valley Theatre-goers to the Fringe! This year they are offering Fringe Theatre companies an afford-
able and effective way to publicize their shows and get people in seats.
What You Get:
1. 30 Day Theatre Box Ad on front page of Nohoartsdistrict.com in our special Hollywood Fringe section. Box
ad will be linked to your own full show listing page which lists your show description, box office info, artwork,
details about performers/director/producer etc.
2. Social Media posts to our 28,000 followers (Facebook/Twitter/Instagram)
3. One ad in Enews Blast to 10,000 subscribers
Price: $165 Please email samantha@nohoartsdistrict.com to reserve.

YOU CAN ALWAYS EMAIL SUPPORT@HOLLYWOODFRINGE.ORG FOR TIMELY ASSISTANCE

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OTHER PROMOTIONAL OPPORTUNITIES

Footlights is the leading producer of programs to Los Ange-
les theatre companies. All fringe Shows will receive the lowest
possible pricing, the same as if you were buying a regular ad.
See our website for detailed information. For any ads to go into
the June edition of Footlights, we will offer Fringe advertisers
50% off listed prices. All ads must be ordered, approved, and
submitted with Payment by May 15,2019. Contact peter@
footlights.click for more info.

The Alliance of Los Angeles Playwrights (ALAP) is

a support and service organization for playwrights in SoCal.
Check out their website (laplaywrights.org) for more informa-
tion on how to get involved with ALAP. And if you’re a Fringe
participant, join ALAP and get $10 off your first year’s membership!

Discover Hollywood will extend a 20% discount off our 2019 FORD AMPHITHEATRE Program rates to
FRINGE FESTIVAL Producers. Please see their rate sheet.

The LA Female Playwrights Initiative (lafpi.com) is interested in partnering with shows written by fe-
male-identifying playwrights or helmed by women and/or non-binary artists for support and cross-promotion.
If you’re interested in this opportunity please contact lafpi.updates@gmail.com, visit their “How To” page for
Fringe Femmes (http://lafpi.com/fringefemmes) and connect with them on facebook.com/LAFPI & @theLAFPI
on Twitter and Instagram. And Mark Your Calendars: May 25, 2-5pm is the Fringe Femmes Gathering for
#hff19!

Kickstarter If you’re planning to run a campaign on Kickstarter in the leadup to the festival, you can send a
preview of your campaign to Kickstarter’s Senior Performance Lead, Jessica Massart, and she can offer you
some feedback to make sure you’re ready for launch. Just email jessica@kickstarter.com. Fringers are also
encouraged to sign up for the creator bootcamp email series.

Asylum PR Management Consulting has a special

Fringe offer. $175 includes: a template for your Press
Release; review and edit of your PR; strategies for promot-
ing and advertising your show; distribution of your PR to a
list of 200+; adding your show to basic and digital calendar
listings. Contact Bertha@TheaterAsylum.com or visit http://
www.theaterasylum.com. Asylum has over 21 years of pro-
ducing experience and over 10 years of Fringe Experience.
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PHOTOGRAPHY & VIDEO SERVICES

Nathaniel Beaver, Parry-Riposte FIlms
Let’s face it, people want to know what your show is about.
With so many options, how do you differentiate yourself? You
need a short video or promo that you can use to publicize your
show! Beav will be returning as the Director/Editor for Frin-
geTV, so he definitely knows the world of the Hollywood Fringe.
He can film your performance (or selected scenes) and edit the
video for you to use to market your show for the fringe. Please
contact him for rates. Website: www.parry-ripostefilms.com.
Phone: 323-493-7014. Email: info@parry-ripostefilms.com
Matt Kamimura
Veteran Fringe photographer and videographer Matt Kamimura
is currently offering special discounted rates for promo photos, production stills, video capture, and editing for
Hollywood Fringe Participants. See website for details: www.mattkamimura.com/hff19.
VR Home TV
Now, for the first time ever, one can select from highlighted shows, choose the best seat of the house every
time, and explore the magic of the stage! VR Home TV uses virtual reality to transport you into live stage the-
aters throughout the world without you leaving the comfort of your home -- shows you want to see, when you
want to see them. If you’re interested in us recording your show, please send an email to snguyen@vrhometv.
com. Include the name of your show, number of characters, describe any movement and we’ll get back to you.
No cost for selected shows. Please visit https://www.vrhometv.com/ for more information.
Adam Southard
You can view samples of his theatre work, including shots from Fringe last year, here: bestlaheadshots.com/
theatre. Adam will shoot your rehearsals, dress rehearsals or performances for $50 (one-act plays) or $75
(full-length plays). He is also available to do promo shots of postcards and posters. He’ll release the rights to all
the photos so you can use, print and save them however you like. Contact Adam at BestLAHeadshots@gmail.
com or 310-498-1719.
Arnold The Printer
Arnold is offering discounts on his normal pricing for Fringe participants. Postcards require a 3-4 (4x6) or
4-5 (5x7 or 6x8) day turnaround. Combo deal with any postcard order Includes: (1 24”x36” poster and 100
11x17 posters for $100.00 additional) saving of $26.99. All of the above rates do not include tax. Files
needed for each postcard side and a separate file for posters. .125” bleed on all sides for postcard files (not
necessary for poster files) and 300dpi. PDF, jpeg, tiff, png or eps files only. Glossy, matte, color, b&w, 1 or
2-sided all on 16 or 14pt stock. Contact: arnoldtheprinter@dslextreme.com or 818-487-9600. You must
mention that it’s for your Fringe Festival show. More specific are posted here.
Live Shows Filmed
Looking to get 4K HD footage and HQ Audio recordings of your production? We will film your show with a 4K
cinema quality camera with 3 stage microphones and the option to record your soundboard output if you’re
using a PA system. If you book us early enough we can also edit a short marketing promo video to help you sell
tickets to your Fringe run or to Encore productions. Please contact DAVID HAVERTY via email at DcHaverty@
gmail.com or text him at 310-871-6663. See samples of his work at LiveShowsFilmed.com. Use code
HFF19 for $25 off our regular rates.
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DURING THE FESTIVAL

The Guide
We’ll be printing many thousands of beautiful, information-rich
Fringe Guides for distribution throughout Los Angeles. This is
where the guide description you created will appear, so make
sure to check all your info and make any needed changes by
April 15th. The guides are scheduled to drop in mid-May.

Buttons
The Hollywood Fringe button program returns! Our square
buttons help Fringers identify each other, and help save you
money at the Fringe. Buttons are regularly priced at $5 with a
special price of $3 for participants. Your button entitles you to
$1 off every show at the Fringe, low-priced drinks at the Fringe Central bar and discounts at local businesses
who are members of our Hot Spot program. One button is included with every registration (you can buy addi-
tional buttons at www.hollywoodfringe.org/cart or when purchasing tickets on the site). In addition, your Button
purchase will be attached to your account on our website so you can still get your ticket discounts when you
purchase online.

Hot Spots
They’re back! Multiple businesses in Hollywood have opted to give Fringe participants a discount on the differ-
ent goods and services they provide when you show your Fringe Button in June. You can check out the Fringe
website for more information on the program at www.hollywoodfringe.org/hotspots (this page will continue to
be updated as new businesses are added). Take a peek at the great deals being offered to you around town!

Volunteer
We’ll need masses of volunteers this year and if you have any additional time to spare, we’d love to have your
help! Historically, some of our best volunteers have been participants (and some of our best staff members
were once volunteers!). Volunteers usually get a few perks, too, including free tickets to many Hollywood Fringe
productions. For more information on volunteer opportunities and to sign up, go to www.hollywoodfringe.org/
volunteer and/or contact our Volunteer Director Stina Pederson at stina@hollywoodfringe.org.

Fringe Central
Fringe Central has been secured for 2019, and will be housed at The La-La Land Gallery (6450 Santa
Monica Boulevard), in the heart of Theatre Row.
Fringe Central is the rallying point for the festival: a social hub for artists and audience members alike. A place
where you can interact with Fringe staff, buy tickets and merchandise at Fringe Concierge, hear about what’s
hot from fellow Fringers, make those truly special Fringeships, and grab a drink at the infamous Bryan’s Bar.
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Fringe Events
Hollywood Fringe will be hosting a number of events through-
out the festival, including:
• Fringe Runway on June 5th @ Thymele Arts
• The Fringe Opening Night Party on June 12th @ The Los
Angeles LGBT Center
• Fringe Prom on June 26th
• The Fringe Award Ceremony on June 30th @ The Ricardo
Montalban Theatre
• The Closing Night Party on June 30th @ St. Felix
All of these events are free with a button and they are great op-
portunities to meet new people and expand your audience!

Awards
Fringe will host an Awards Ceremony (at the Ricardo Montalban Theatre) on June 30th. The awards ceremony
is a combination of sponsored awards from outside organizations and community awards based on votes from
active members of the Fringe world. The community awards are based on the category you register your show
under (Dance & Physical Theater, Comedy, etc.). Interested in sponsoring an award? Check out this article and
submit your award idea by May 1.

Contacting the Fringe Team

If you need to contact the Hollywood Fringe during the festival, the best and fastest way to get a response is to
email support@hollywoodfringe.org. You can also often find staff members at Fringe Central (we love chatting
with participants) but serious issues should always go through Support.

The Future
The Fringe organization is designed to ensure that any success we attain this year can be rolled over to the
future, allowing us to begin planning for an even bigger and more innovative festival in 2020. However, we
do need to raise money each year to cover the incredible costs of mounting this event. If you’d like to see
the Fringe grow and prosper and you have some cash to spare, we encourage you to donate to the cause at
hollywoodfringe.org/donate. All proceeds will help pay for the festival (and they are all tax deductible)!

We hope that your adventures at the Hollywood Fringe Festival are memorable and that you share your experi-
ence with others. As always, we strive to champion the underexposed artist and to bring our performing arts
community closer together.

It’s never too early to create a project for next year: www.hollywoodfringe.org/add_project

All Photos in this Packet Courtesy of Matt Kamimura, Fringe Staff Photographer