2018 Event Producer Resources

Image: Daniel Hayward's The Merman Dan: Lover of Seamen for Midsumma Festival 2018

Everything you need to know about producing your Midsumma Festival event is here.

Want insights into marketing and promotion? On the lookout for a venue? Trying to find some cash for your project? Want to learn about risk management? Thinking about where to take your project after Midsumma Festival? Answers to all your questions are below, plus more.

Our media partners at Star Observer are generously offering Midsumma 2018 Event Producers 20% off the usual advertising rate in the official Midsumma Program Guide if you book before 30 September, just in case you want to beef up your event's presence! Please get in touch directly with the sales team listed in the Media Kit if this is of interest to you.

Hot tip: get your advertisement professionally produced by a graphic designer to the specifications in the Media Kit. All advertisements will be subject to approval for content and quality.

Can't find what your looking for? Talk to Midsumma's friendly staff by email [email protected] or call 03 9296 6600.

Hot Tips

Ten hottest tips for putting on your event:
  1. Build a team. Surround yourself with people who are on the same page as you and bring skills to the project that you don't have.
  2. Find a venue that is suitable for your event. If you need a venue be sure to lock one in quickly and do your research, not every venue will be the right fit for you. Check out our Venues tab below for more.
  3. Develop a budget early. Writing up a budget is a great way to think through all the different aspects of your event. If you're seeking funding, research a variety of grant options and consider the timelines for these (never put all your eggs in one funding basket, just because you submitted an excellent funding application doesn't mean you'll be successful). See our Budget template and Funding Resource below for more.
  4. Be organised and plan! Write a timeline, and talk to others who have done similar events to get a sense of what lies ahead!
  5. Get a professional photographer to take a VERY good image for your project, which you will use to promote it.
  6. Plan your marketing. Who are the people you think would like to come to your project and how will you tell them about it? Check out our Marketing Resources tab below for more.
  7. Think about risk. What are all the possible things that could go wrong with your project? Think of these risks and work out solutions or mitigating factors. See our Risk Management guide below for more.
  8. Is your project accessible? Consider ways in which people with disability might have barriers for accessing your event and check out our Accessible Midsumma resource below to learn more about removing barriers.
  9. Are you aware of all your legal requirements? Do you need an example venue or artist agreement? Do you have public liability insurance? Will you need to take out a work cover policy? Have you applied for music rights? See our Legal resources for more.
  10. Have fun!
 

Producer Updates

Producer Updates are emailed to Midsumma event producers every few weeks. They are full of important information and exciting opportunities as well as tips and advice for running a stellar Midsumma Festival event.
 
The Producer Updates
Links to the producer update bulletins will be included here as they are issued.
  •   Producer Update #1: Producer Workshops, Discount Advertising, Early Bird promotions and more
 

Producer Workshops

Introducing our free Midsumma Producer Workshops Series covering the A to Z of producing an event. Held at The Channel, Arts Centre Melbourne, these FREE workshops are open to you and everyone in your team. Secure your spot now!
 
Workshop 1 - Let's Talk Money: Budgeting, Crowdfunding & Finding the Cash
Thursday 5 October 7.30pm:

Workshop 1 REGISTRATION

 
Workshop 2 - Access & Inclusion: More Than Ramps and Bathroom Signs
Thursday 26 October: 7.30pm:

Workshop 2 REGISTRATION

 
Workshop 3 - Get an Audience! Topic 1: Marketing and Publicity Topic 2: Touring, Longevity & Doing It Again
Thursday 2 November: 7.30pm:

Workshop 3 REGISTRATION

 
Workshop 4 - Running a Seamless Event: Risk Management, Legal Things & Being Organised
Thursday 7 December: 7.30pm:

Workshop 4 REGISTRATION

 
Workshop 5 - Problem Solving and Well-Being During a Festival: How to Be There for Yourself and Others
Tuesday 9 January: 7.30pm:

Workshop 5 REGISTRATION

 

Midsumma Logo

Registered Event Producers are granted a license to use the new Midsumma logo on promotional material (posters, website, catalogues, etc).

There are strict guidelines around the use of the Midsumma logo, and we require a minimum of 48 business hours to approve any material that includes the Midsumma logo. Send your promotional material to [email protected] for approval.

Read Midsumma Logo Style Guide.

Download the current Midsumma logo suite.

 

Finding A Venue

There are many things to consider when choosing a venue; we've made a list of prompters for you to consider when looking at venues:
  1. Can you afford it? Will the income you are expecting from the project be enough to pay for the venue?
  2. Make sure you include any extras costs that the venue may charge such as technical services, front of house staff, equipment hire, etc.
  3. What can the venue do for you? Ask if the venue can provide you with additional support for free, such as marketing support, staffing and equipment hire.
  4. What is the location of the venue? Is it easy to get to via car, public transport and bicycle?
  5. What is the location of venue in relation to the anticipated audience demographic of your event? Is this where your audience live or work?
  6. What's the vibe? Is this the right setting for your event? It is very important to understand your target audience and to choose a venue that is likely to appeal to them.
  7. Are there any technical restrictions that will affect you realising your event? Some things to consider are restrictions due to sound bleed, liquor licences, capacity and the type of electricity provided (ie. do you need three-phase power?).
  8. Make sure you thoroughly understand the conditions of the venue hire before committing.

Venues Database

We've compiled a list of venues across Victoria – it's a rocker resource if you're on the hunt for a venue.
 

View our Venues Database

Great venue guides can also be found online, for example:
  1. Arts and unique venues can be found at Creative Spaces.
  2. More mainstream and grand venues can be found at A List Guide.
  3. Inner-city spaces that are often slightly off the beaten track can be found at Hidden City Secrets.
  4. Community halls and venues can be found at Halls For Hire.
  5. Function spaces, corporate events can be found at VenuMob.
  6. Have you looked at the list of participating venues from previous years? Check out the 2017 program guide, the 2016 program guide or the History section of our website. Or you might prefer to download the list of Midsumma 2015 venues or the list of Midsumma 2014 venues.
 

Marketing and Publicity

Marketing and publicity are two of the most important steps to realising your event.
 
Six short tips about how to market your show:
  1. Shoot an eye-catching promotional image.
  2. Write a short and long blurb which clearly describes your show in an engaging way.
  3. Compile a compelling and succinct media release to send to journalists.
  4. Think of your hook! Why do people want to come to your event?
  5. Develop a strategy and timeline around how you will reach your audience including a social media strategy (Facebook, Twitter), e-communications (emails), print (posters, flyers), website, blogs, online listings, etc. You don't have to utilise all the mediums – choose one or two platforms and do it well!
  6. Bring someone onto your team who can focus on marketing and publicity. It's a lot of work and you'll be busy producing your event!

View our Marketing and Publicity Guide

 

Budget

If you plan early how you are going to spend your money there won't be any nasty surprises further down the track.
 

View our Budget Template

Funding

The best advice we can give you when looking at funding is to start early! Many funding rounds close three months before they notify you of an outcome, so be sure to plan ahead!

Also remember that Midsumma can in some cases auspice your funding application, if you are not a registered not-for-profit. Contact the office to discuss if needed.

Check out Sassy Red PR for some great tips on Grants, Support and Funding Resources and this blog about Pozible crowdfunding has some excellent, practical advice.

Go to our list of grant sources to get a taste of some of the funding opportunities on offer:

View Our List of Grant Sources

 

Crowdfunding and Donations

If you are running short on time and you've missed out on funding rounds, you might think of options such as crowdfunding, donation campaigns or even sponsorship.
 
Crowdfunding is an online fundraising campaign for a specific project where you raise money directly from your network. You set a fundraising target, people pledge an amount that they would like give – usually in exchange for some form of reward – and the amount pledged is remitted to you if the target is reached. Read Crowdfunding Basics for more about crowdfunding.
 
Some crowdfunding and donation platforms to check out:
  1. Pozible - Pozible is an Australia-based crowdfunding platform and community-building tool for creative projects and ideas.
  2. Go Fund Me - Over $3 Billion raised for personal causes! GoFundMe is a fundraising website to raise money online, often utilised for social causes.
  3. Kickstarter - Kickstarter is the world's largest funding platform for creative projects. A home for film, music, art, theater, games, comics, design, photography, and more.
  4. Indiegogo - Indiegogo is where entrepreneurial projects come to life – amplified by a community of backers who believe the world benefits when every idea gets an equal opportunity.
  5. Australian Cultural Fund - The Australian Cultural Fund is a fundraising platform for Australian artists, managed by Creative Partnerships Australia. This platform is not a reward based approach and every donation above $2 is tax deductible.
Tax-deductible donations can sometimes occur through crowdfunding websites but check each platform's policy for further details around this.
 

Sponsorship

Sponsorship is when a company gives you support (cash or in-kind) in return for recognition. There are a number of different types of sponsorship such as major partners, small cash sponsors and in-kind supporters. For all partnerships, you need to consider how this will be a mutually beneficial relationship and what the association means for both parties.

Major Partners: These take time, are often difficult to secure and work best when they are a meaningful reciprocal relationship. If you see a compelling alignment with another organisation, have access to a contact and a long lead-time...go forth!

Small cash: These types of sponsorship arrangements are easy to negotiate and are more likely to be with companies who have the flexibility to approve cash support on short timelines. What contacts do you already have in small businesses? What organisations share your values? Is there a thematic link between the project and a particular organisation? Think creatively...

In-kind: This is when a company or individual provides goods or services as opposed to cash. Consider what your project requires. Are there opportunities for a company to support you by providing something that you have already budgeted for? Do you need specific equipment for your event? Could a marketing or printing company provide services pro-bono?

Further Tips and Resources
  1. Creative Partnerships Australia: Sponsorship 101
  2. Circuit West: ‘How To' for Corporate Partnership and Sponsorship Proposals
  3. The Financial Times: Corporate arts sponsors' cash earns perks and mutual benefits [possible paywall]

Please note: all sponsorship arrangements are between the Producer and Sponsor. Midsumma is not liable for any dealings and cannot guarantee any benefits from the festival.

 

Accessibility

Accessible Midsumma
Inclusivity and diversity is at the heart of Midsumma Festival. As such, we're dedicated to making the festival accessible to audiences with disability.
 
Here is how you can help
Learn more about access by attending our Access Workshop. Midsumma runs a workshop on audience accessibility. You'll hear from our friends at Arts Access Victoria and learn about ways you can make your event accessible and how to reach audiences with disability. Date to be announced soon!
 
The extra bonus
If you provide an accessible service (such as Auslan interpretation, Audio description, Tactile tour or Relaxed performance), Midsumma will promote your event to the community that requires that service.
 

Safety

Safety is an integral element of your event, it's important to have a plan if something goes wrong.
 
Download our Risk Assessment Template, we highly recommend that you complete this in the lead up to your event.
 

Legal

It's important that you are across your legal obligations as a producer. Here are few things that you might want to think about.
 
Agreements
  1. Do you need a participant/artist agreement? Download an example participant/artist agreement.
  2. Do you need a venue agreement? Download an example venue agreement.
Money
  1. Are your team over 18 years old and are you paying them more than $450 (before tax) in a calendar month? Then you might be legally required to pay them superannuation. See here for more information.
  2. Are you likely to pay more than $7,500 per financial year in rateable remuneration (fees for your team)? Or do you have apprentices or trainees? Then you might be legally obliged to take out a WorkCover policy. For more information see Worksafe's Insurance obligations for employers.
  3. Have you got public liability insurance? This is insurance that protects you should a general public sue you for injury. Midsumma requires you to have public liability insurance. Some providers of public liability insurance include Duck for Cover, Allianz, and GIO.
  4. Would you like someone else to handle all the finances, payroll, superannuation, WorkCover and other administration of your event? Contact Auspicious Arts.
Copyright
  1. Are you playing music which is under copyright during your event or in the area in which your event takes place? Then you will need an APRA AMCOS license AND a PPCA (Phonographic Performance Company of Australia) license.
  2. Are you looking to screen, perform, replicate, copy or modify an existing song, play, film or something else that is copyrighted? Make sure you have obtained the rights through the appropriate artist or agent and familiarise yourself with the Art Law Copyright Overview.
Got questions?
  1. Do you need advice from a union? Check out Media Entertainment & Arts Alliance (MEAA).
  2. Do you need to know the award rates for touring, guidelines around child employment, codes for Outdoor Events, etc.? Check out Live Performance Australia or National Association for the Visual Arts (NAVA).
  3. Do you need to know about unfair dismissal, fairness in the workplace and more? Visit the Fair Work Commission website.
  4. Have you got questions that are specifically about the arts and the law? Arts Law is an excellent starting point.
This information is in no way intended to be a replacement for seeking legal advice. The information is only a starting place for your research into your rights and obligations under the law.
 

Future opportunities and touring

When producing an event, it's important that you consider your future as a practitioner and whether you would like to present this event again.

It can be challenging to think about the future while you are focused on producing your current event but it's essential in order to sustain your practice.

Read Touring and Future Presentations to think about how to tour your work and how to make long lasting connections for your practice.

 

Hot Tips

Ten hottest tips for putting on your event:
  1. Build a team. Surround yourself with people who are on the same page as you and bring skills to the project that you don't have.
  2. Find a venue that is suitable for your event. If you need a venue be sure to lock one in quickly and do your research, not every venue will be the right fit for you. Check out our Venues tab below for more.
  3. Develop a budget early. Writing up a budget is a great way to think through all the different aspects of your event. If you're seeking funding, research a variety of grant options and consider the timelines for these (never put all your eggs in one funding basket, just because you submitted an excellent funding application doesn't mean you'll be successful). See our Budget template and Funding Resource below for more.
  4. Be organised and plan! Write a timeline, and talk to others who have done similar events to get a sense of what lies ahead!
  5. Get a professional photographer to take a VERY good image for your project, which you will use to promote it.
  6. Plan your marketing. Who are the people you think would like to come to your project and how will you tell them about it? Check out our Marketing Resources tab below for more.
  7. Think about risk. What are all the possible things that could go wrong with your project? Think of these risks and work out solutions or mitigating factors. See our Risk Management guide below for more.
  8. Is your project accessible? Consider ways in which people with disability might have barriers for accessing your event and check out our Accessible Midsumma resource below to learn more about removing barriers.
  9. Are you aware of all your legal requirements? Do you need an example venue or artist agreement? Do you have public liability insurance? Will you need to take out a work cover policy? Have you applied for music rights? See our Legal resources for more.
  10. Have fun!
 

Finding A Venue

There are many things to consider when choosing a venue; we've made a list of prompters for you to consider when looking at venues:
  1. Can you afford it? Will the income you are expecting from the project be enough to pay for the venue?
  2. Make sure you include any extras costs that the venue may charge such as technical services, front of house staff, equipment hire, etc.
  3. What can the venue do for you? Ask if the venue can provide you with additional support for free, such as marketing support, staffing and equipment hire.
  4. What is the location of the venue? Is it easy to get to via car, public transport and bicycle?
  5. What is the location of venue in relation to the anticipated audience demographic of your event? Is this where your audience live or work?
  6. What's the vibe? Is this the right setting for your event? It is very important to understand your target audience and to choose a venue that is likely to appeal to them.
  7. Are there any technical restrictions that will affect you realising your event? Some things to consider are restrictions due to sound bleed, liquor licences, capacity and the type of electricity provided (ie. do you need three-phase power?).
  8. Make sure you thoroughly understand the conditions of the venue hire before committing.

Venues Database

We've compiled a list of venues across Victoria – it's a rocker resource if you're on the hunt for a venue.
 

View our Venues Database

Great venue guides can also be found online, for example:
  1. Arts and unique venues can be found at Creative Spaces.
  2. More mainstream and grand venues can be found at A List Guide.
  3. Inner-city spaces that are often slightly off the beaten track can be found at Hidden City Secrets.
  4. Community halls and venues can be found at Halls For Hire.
  5. Function spaces, corporate events can be found at VenuMob.
  6. Have you looked at the list of participating venues from previous years? Check out the 2017 program guide, the 2016 program guide or the History section of our website. Or you might prefer to download the list of Midsumma 2015 venues or the list of Midsumma 2014 venues.
 

Marketing and Publicity

Marketing and publicity are two of the most important steps to realising your event.
 
Six short tips about how to market your show:
  1. Shoot an eye-catching promotional image.
  2. Write a short and long blurb which clearly describes your show in an engaging way.
  3. Compile a compelling and succinct media release to send to journalists.
  4. Think of your hook! Why do people want to come to your event?
  5. Develop a strategy and timeline around how you will reach your audience including a social media strategy (Facebook, Twitter), e-communications (emails), print (posters, flyers), website, blogs, online listings, etc. You don't have to utilise all the mediums – choose one or two platforms and do it well!
  6. Bring someone onto your team who can focus on marketing and publicity. It's a lot of work and you'll be busy producing your event!

View our Marketing and Publicity Guide

 

Budget

If you plan early how you are going to spend your money there won't be any nasty surprises further down the track.
 

View our Budget Template

 

Funding

The best advice we can give you when looking at funding is to start early! Many funding rounds close three months before they notify you of an outcome, so be sure to plan ahead!

Also remember that Midsumma can in some cases auspice your funding application, if you are not a registered not-for-profit. Contact the office to discuss if needed.

Check out Sassy Red PR for some great tips on Grants, Support and Funding Resources and this blog about Pozible crowdfunding has some excellent, practical advice.

Go to our list of grant sources to get a taste of some of the funding opportunities on offer:

View Our List of Grant Sources

 

Crowdfunding and Donations

If you are running short on time and you've missed out on funding rounds, you might think of options such as crowdfunding, donation campaigns or even sponsorship.
 
Crowdfunding is an online fundraising campaign for a specific project where you raise money directly from your network. You set a fundraising target, people pledge an amount that they would like give – usually in exchange for some form of reward – and the amount pledged is remitted to you if the target is reached. Read Crowdfunding Basics for more about crowdfunding.
 
Some crowdfunding and donation platforms to check out:
  1. Pozible - Pozible is an Australia-based crowdfunding platform and community-building tool for creative projects and ideas.
  2. Go Fund Me - Over $3 Billion raised for personal causes! GoFundMe is a fundraising website to raise money online, often utilised for social causes.
  3. Kickstarter - Kickstarter is the world's largest funding platform for creative projects. A home for film, music, art, theater, games, comics, design, photography, and more.
  4. Indiegogo - Indiegogo is where entrepreneurial projects come to life – amplified by a community of backers who believe the world benefits when every idea gets an equal opportunity.
  5. Australian Cultural Fund - The Australian Cultural Fund is a fundraising platform for Australian artists, managed by Creative Partnerships Australia. This platform is not a reward based approach and every donation above $2 is tax deductible.
Tax-deductible donations can sometimes occur through crowdfunding websites but check each platform's policy for further details around this.
 

Sponsorship

Sponsorship is when a company gives you support (cash or in-kind) in return for recognition. There are a number of different types of sponsorship such as major partners, small cash sponsors and in-kind supporters. For all partnerships, you need to consider how this will be a mutually beneficial relationship and what the association means for both parties.

Major Partners: These take time, are often difficult to secure and work best when they are a meaningful reciprocal relationship. If you see a compelling alignment with another organisation, have access to a contact and a long lead-time...go forth!

Small cash: These types of sponsorship arrangements are easy to negotiate and are more likely to be with companies who have the flexibility to approve cash support on short timelines. What contacts do you already have in small businesses? What organisations share your values? Is there a thematic link between the project and a particular organisation? Think creatively...

In-kind: This is when a company or individual provides goods or services as opposed to cash. Consider what your project requires. Are there opportunities for a company to support you by providing something that you have already budgeted for? Do you need specific equipment for your event? Could a marketing or printing company provide services pro-bono?

Further Tips and Resources
  1. Creative Partnerships Australia: Sponsorship 101
  2. Circuit West: ‘How To' for Corporate Partnership and Sponsorship Proposals
  3. The Financial Times: Corporate arts sponsors' cash earns perks and mutual benefits [possible paywall]

Please note: all sponsorship arrangements are between the Producer and Sponsor. Midsumma is not liable for any dealings and cannot guarantee any benefits from the festival.

 

Accessibility

Accessible Midsumma
Inclusivity and diversity is at the heart of Midsumma Festival. As such, we're dedicated to making the festival accessible to audiences with disability.
 
Here is how you can help
Learn more about access by attending our Access Workshop. Midsumma runs a workshop on audience accessibility. You'll hear from our friends at Arts Access Victoria and learn about ways you can make your event accessible and how to reach audiences with disability. Date to be announced soon!
 
The extra bonus
If you provide an accessible service (such as Auslan interpretation, Audio description, Tactile tour or Relaxed performance), Midsumma will promote your event to the community that requires that service.
 

Safety

Safety is an integral element of your event, it's important to have a plan if something goes wrong.
 
Download our Risk Assessment Template, we highly recommend that you complete this in the lead up to your event.
 

Future opportunities and touring

When producing an event, it's important that you consider your future as a practitioner and whether you would like to present this event again.

It can be challenging to think about the future while you are focused on producing your current event but it's essential in order to sustain your practice.

Read Touring and Future Presentations to think about how to tour your work and how to make long lasting connections for your practice.