Participant Packet 2018

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Welcome, 2018 Fringe Participants!

You are now a part of the ninth 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 2018 once.

Fringe On!

The Hollywood Fringe Festival Staff

Important Dates:
May 1st: Tickets Go On Sale June 7th-24th: 2018 Hollywood Fringe Festival
May 31st- June 5th: Previews June 24th: Awards Ceremony & Closing Night Party
June 6th: Opening Night Party
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Preparing for a Successful Festival

TOWN HALLS & WORKSHOPS
We’ve already conducted two Town Halls and two Workshops
for the 2018 Festival. If you didn’t attend, we recommend that
you watch them, especially if this is your first HFF.
Workshop III: Festival Expectations will be held on April 21st
(see link to reserve free seats). The final Town Hall, Ticketing
& Festival Prep, will be held on May 2nd. Our final workshop:
How to Tech Your Fringe Show is on May 12th. 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 (you can watch them by following the link in the first paragraph). Unlike the spring workshops that fo-
cus 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 #hff19 comes around.
PREVIEWS (May 31st-June 5th)
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 6th—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 administrator 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, email Stina.
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PARTICIPANT DISCOUNTS
In addition to other discount codes you may work into your
ticketing scheme, you can set special pricing for participants in
your project admin section. One key to success at the Fringe
is luring the right people to see your production, especially 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
project” under 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 specifi-
cations 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 a fringe-run venue. 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.

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 - be mindful of the environment.
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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.

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 2018”: We want to film a few clips
from your live show, and follow you backstage to hear about
your experience and what Fringe means to you. Slots are very
limited. Contact us at fringetv@hollywoodfringe.org by May
10. Please include “Backstage - (name of show) “ in your sub-
ject line. In the body of the email, please include:
• your show name
• number of actors & crew
• any first time fringers
• the link to your project page (with ALL of the cast & crew
profiles)
• which fringe marketing opportunities you have taken advantage of: office hours, town halls, and if you have
subscribed to our channel: Youtube.com/hollywoodfringe
• the venue, dates and show times for your production
“Participant Lightning Round”: We will have an open “Cattle Call” for participants to come through a the-
atre and answer two questions about their show as quickly as possible (10-15 seconds) and you can choose
up to four people from your cast to be there. This year, we’ll be filming the Lightning Round on May 25th to co-
incide with the opening of The Broadwater’s new bar! This event is a great way to market yourself both on and
off camera! Keep an eye on future newsletters for more details on this opportunity. ”Backstage with FringeTV “

SPONSORED DRINKS
The sponsored drink program is back for its eighth 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 details about your show, business, etc and our in house mixologist will create a handcrafted beverage to
uniquely promote you, your business, and/or production! You will also receive an official #hff18 social media
blast, 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 May 20th. If interested, please complete this form. There are a
limited number of spots, scheduled on a first-come basis.

FRINGE CABARET
The Cabaret Stage is located at Fringe Central and provides Fringe participants, as well as the general pub-
lic, an opportunity to preview snippets 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 ap-
ply. The form will be available here starting May 15th. 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! Get more information at hff18.drsketchyla.com.
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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 2017 hashtag
(#hff18) 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
#hff18 hashtag to take part in the conversation at these times:
• April 24th (Tues), 7:00pm-8:00pm PDT
• May 16th (Wed), 2:00pm-3:00pm PDT
• May 29th (Tues), 7:00pm-8:00pm PDT

OFFICE HOURS
Join Hollywood Fringe staff and participants every Wednesday for the return of Office Hours! Office Hours are
casual meet-ups at different bars 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.
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.

Backstage offers a variety of free and cost-effective tools to

help you find talent while creating buzz for your projects. And
now you can run notices seeking cast and/or crew for your Fringe projects across Backstage’s online me-
dia network for free. To get started, visit www.Backstage.com/FindTalent and create a free Casting/Employer
account. Click “Post a Job” to fill in your project details. When prompted for a promotion code, enter the secret
Fringe Fest discount code HFF2018 in the pop-up window.

NoHoartsdistrict.com is San Fernando Valley’s #1 source for theatre - averaging 300,000 visitors per
month with 26,000 social media followers. NoHoartsdistrict.com has successfully promoted the Valley’s 25+
theatres for 12 years. They have been a media sponsor for the Hollywood Fringe Festival for 7 years. They
bring the San Fernando Valley Theatre-goers to the Fringe! This year they are offering Fringe Theatre compa-
nies an affordable and effective way to publicize their shows and get people in seats. For details about advertis-
ing, social media promotion and show reviews, see hollywoodfringe.org/noho.

Footlights is the leading producer of programs to Los Angeles theatre companies. This year, they are offering
discounted advertising, show listings and programs for your shows. For a full listing of 2018 offerings from
Footlights, check out www.hollywoodfringe.org/footlights. Contact peter@footlights.click for more info.

Discover Hollywood will take 25% off the 1X rate for ads or listings for Fringe participants. Please see
www.hollywoodfringe.org/discoverhollywood for more details on ad cost and contact information.
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OTHER PROMOTIONAL OPPORTUNITIES

The Alliance of Los Angeles Playwrights (ALAP) is
a support and service organization for playwrights in SoCal.
Check out their website (laplaywrights.org) and this link for
more information 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!

The LA Female Playwrights Initiative (lafpi.com) is in-

terested in partnering with shows written by female playwrights
or helmed by women artists to arrange ad exchange and ad-
ditional promotion. Mark Your Calendars: May 26, 1-4pm is
the Fringe Femmes Gathering at Sam French #hff18! If you’re
interested in this opportunity please contact lafpi.updates@
gmail.com, visit their “How To” page for Fringe Femmes (http://lafpi.com/events/hff/) & connect with them on
facebook.com/LAFPI and @theLAFPI.

Asylum Consulting has 21 years of producing experience, including Fringes in SF and LA. Special Fringe
Offer $150 includes: Template for PR; review and edit the PR; ½ hour consultation to help with PR, strategies
for advertising and how to get the word out about your show; distribute PR to list of 300+; add show to basic
and digital calendar listings. Contact Bertha@TheaterAsylum.com or visit http://www.theaterasylum.com/.
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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
FringeTV, 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
Robby DeVillez
Single Camera Video Footage (≤ 60 minutes): $150
Multi-Cam/Steady-Cam Footage (≤ 60 minutes): $250
Video Editing (≤ 60 minutes): $250
Photos (≤ 30 minutes): $200
Photos (≤ 60 minutes): $250
Samples of Robby’s previous jobs (plays, concerts, recitals, photography etc.) can be found at https://www.
facebook.com/webreelz/. Contact him at robby.devillez@gmail.com.
Matt Kamimura
Veteran Fringe photographer and videographer Matt Kamimura is currently offering discounted rates for Holly-
wood Fringe Participants.
See website for details: www.mattkamimura.com/hff18
Adam Southard
You can view samples of his theatre work, including shots from Fringe last year, here: bestlaheadshots.com/the-
atre.
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.
DigitalGarden
DigitalGarden provides Fringe Participants the opportunity to create captivating cinematic trailers to promote
their productions. Having a trailer has been proven to increase audience engagement, pre-show buzz, and ticket
sales. They capture video and audio of select scenes that best represent the show, and then put it all together
into an exciting high-quality trailer, ready to share on all social media platforms. Special Fringe rate: $400-
$500 per act, which includes capturing the performance, title cards, music (if needed), editing, and revisions.
See examples of their work at http://www.thedigitalgarden.co/
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VIRTUAL REALITY SERVICES

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 ex-
plore the magic of the stage! VR Home TV uses virtual reality
to transport you into live stage theaters throughout the world
without you leaving the comfort of your home -- shows you
want to see, when you want to see them. Get up close and
personal with characters of the most exciting plays, and musi-
cals, comedies and dramas. If you’re interested in us record-
ing your show, please send an email to info@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.

PRINTING & DISTRIBUTION SERVICES

Flyer Distribution
For $100, our distribution service will drop up to 1,000 of your flyers (or $1 per poster) at key locations
around the city. This relieves you of one of the most time-consuming aspects of marketing your show. Contact
Larry Blum at larr8351@aol.com or 323-376-3616.

Arnold the Printer is offering discounts on his normal pricing for Fringe participants. Postcards require a
3-4 (4x6) or 4-5 (5x7 or 6x8) day turnaround.
• Single 24x36 poster (high glossy paper) $29.99
• 250 4x6/5x7 postcards for $79/$119 (and 5 free 11”x17” posters)
• 500 4x6/5x7 postcards for $89/$149 (and 8 free 11”x17” posters)
• 1000 4x6/5x7/6x8 postcards for $99/$179/$199 (and 10 free 11”x17” posters)
• 2500 4x6/5x7 postcards for $149/$249 (and 15 free 11”x17” posters)
• 5000 4x6/5x7 postcards for $169/$329 (and 20 free 11”x17”posters)

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.
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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.
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Fringe Events
Hollywood Fringe will be hosting a number of events through-
out the festival, including:
• The Opening Night Party on June 6th
• The Fringe Award Ceremony on June 24th @ The Ricardo
Montalban Theatre
• The Closing Night Party on June 24th

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 Montal-
ban Theatre) on June 24th. The awards ceremony is a com-
bination 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 sub-
mit 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 business plan 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 2019. 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