Nocturnal x Midsumma: Lunar New Year Disco by Tanya McCulloch
Signature Event After-Parties
The annual Midsumma Festival returns from 19 April to 5 May 2021. The dates have been changed due to COVID-19 restrictions.
Midsumma Festival is open-access, which means that anyone can register to be part of the Festival. We champion inclusion, diversity, freedom of expression and amplifying voices on the margins. So be a part of the Festival that celebrates queer or LGBTQIA+ creativity in all its glory and enjoy the warm embrace of our communities. We all have something important to say and each year we are widening the reach of your message.
We work year-round to support producers in the lead-up to the annual Midsumma Festival, providing ongoing advice, workshops, event services, and resources.
This year, we are launching a new category of events specifically for our community of movers, shakers, and party makers.
Each year, over 53,000 attend Midsumma Pride March. This signature Midsumma Festival event is one of the biggest on Melbourne’s queer calendar, but it doesn’t stop there!
If you’re planning to host a party event on the evening of Midsumma Pride March, we want to hear from you.
Want your event to be part of Midsumma Festival 2021? There are five steps to registering an event with us:
- READ the information below for everything you need to know about registering an event with Midsumma Festival. We recommend familiarising yourself with the registration form before you start to understand what you will need to provide. Feel free to use the Preparation Checklist below to ensure you are ready to start the process.
- TALK to us. An initial conversation is the best way for our staff to help make your event as successful as possible. Call 03 9296 6600 or email [email protected]. Midsumma Festival is also National Relay Service ready!
- GET high-resolution promotional images that represent your event for your website event listing, social media posts, and other promotional activity. You will need to submit this at the time of registering. Read "Your Event Listing: Image" below for more information on the format required.
- LOCK in a venue. You will need to have confirmed with your venue at the time of registering.
- REGISTER online by Friday 20 December. Be ready to pay your registration fee at the time of registering (an invoice will be sent to you). Late registrations, registrations with missing information, and registrations without a confirmed venue or promotional image by the closing date will not be accepted.
The fee for registering an After-Party event is $220 inc. GST.
A Midsumma Festival After-Party must take place on the evening after Midsumma Pride March and start no sooner than 2 hours prior to the end of Midsumma Pride March.
By registering your event with Midsumma Festival 2021 you will have access to:
A dedicated listing on the Midsumma website
Your event will be listed on midsumma.org.au, which had 126,526 users for the 2020 festival, during the festival period (22 days).
Midsumma will share your Facebook Event on the Midsumma Facebook Page
Add Midsumma Festival as a co-host to your Facebook event to ensure your event is promoted by the Midsumma Festival Facebook Page.
Your event will be included at least once in Midsumma's dedicated social media posts from November 2020 to February 2021
A total reach of 574,200 people and 5,100 ticket clicks through social media posts in 2020. A 44% increase in engagement from 2019.
Your event in at least one of Midsumma's eNewsletters sent to over 6100 readers, and growing
The Midsumma eNews has a 26.08% average open rate (8% above industry average) and a 11.83% click rate (industry average is 2.18%).
Help from industry professionals
Our experienced team will navigate you through the difficult questions, hold your hand while you cry, and celebrate the wins with you.
Develop your practice and sharpen your producing skills by attending the Producer Workshops (held online for 2020). We will let you know when they are on once you have registered.
Those who come along to the information sessions do the best. It’s full of important info. You can join us for the whole day or drop in for a specific session.
Ticket sales and box office
We’ll handle the transactions, you take care of the fun parts. Take part in our ticketing promos (Early Bird or Midsumma Packs – a new one this year) and get more people through that door. All you need to do is organise someone to sell tickets at the door one hour before your event starts.
The Midsumma Performer Pass grants you access to selected festival shows for free.
Inclusion in the Midsumma Printed guide with a dedicated event listing
35,000 copies are printed and distributed across Melbourne CBD, wider Victoria and Sydney. Online and accessible guide versions are also housed on the Midsumma website and social media pages.
An engaged audience
Build new and strengthen existing audiences for your event by tapping into our audience of 261,806 people.
Meet great people and venues
Facilitate further links and networks with over 5000 artists and 100 Melbourne venues.
Share stories and voices
Be a part of a platform that shares LGBTQIA+ stories and experiences.
Read on for everything you need to know about presenting an event as part of Midsumma Festival 2021.
Midsumma Will Provide
As an event producer you will receive:
- Your event featured on the midsumma.org.au website as a dedicated event listing as well as our ticketing website - partnering with Eventfinda
- Your event will be featured in a digital campaign managed by Midsumma that promotes the Festival - including social media and digital advertising and email marketing
- Access to our Event Producer Resources - further assistance is available as requested
- Ticketing services for your event - managed through our ticketing partner
- License to use the Midsumma logo on your promotional material - material with logo must be approved by Midsumma Marketing Manager
- Invitation to special events, including the Midsumma Festival Launch and Festival Wrap Party
- A Participant Pass, which gains you a raft of entitlements including last-minute entry to selected shows and entry to Midsumma Carnival VIP Bar
- Free Roving Rights at Midsumma Carnival
Presenting an event as part of Midsumma Festival is a lot of fun and very rewarding, but it's also a lot of work. As an event producer, you have certain responsibilities:
- Pay a registration fee and provide all required information about your event by 2 October 2020.
- Market and promote your event - we can provide guidance, resources and occasionally we may be able to arrange a media or promotional opportunity for you, but the primary responsibility lies with you.
- Organise crew and volunteers for your event
- Secure a venue and liaise with them
- Manage production schedules and budget
- Secure any financial support for your event
- Liaise with Midsumma about ticketing and event listing changes
- Complete your Event Producer Survey (this will be sent to you via email) at the conclusion of your event and provide audience and attendance numbers
- Organise Public Liability Insurance for your event
Midsumma is here to help - we provide advice and guidance on all of the above!
Registration deadlines and other key dates for Midsumma Festival 2021 are as follows:
- Event Registrations Open: 16 June 2020
- Event Registrations Close: 2 October 2020, midnight
- Your Event Contract Due: September 2020
- Your Venue Hire Agreement Due: 14 September 2020
- Split Ticketing Agreement Due (if applicable): 28 September 2020
- Guide Advertising Closes: 28 September - stand out with an advert in the printed program guide
- Your Event Media Release: 2 November 2020 (in order to be ready for the Program Launch)
- Festival Pass Information Due: 2 November 2020
- Access Service Provider Information Due (if required): 1 November 2020
- Request for Midsumma Carnival Roving Rights Due: 14 December 2020
- Public Liability Insurance Certificate Due: 10 January 2021
- Venue Registrations Open – 16 June 2020
- Midsumma Festival Info Sessions – TBC
- Event and Venue Registrations Close – 24 August 2020
- Program Launch / Guide Released – Thursday 26 November 2020 (TBC)
- Opening Day / Midsumma Carnival – Sunday 17 January 2021
- Midsumma Pride March – Sunday 31 January 2021
- Last day of Midsumma Festival 2020 – Sunday 7 February 2021
- Wrap Party – TBC
YOUR EVENT LISTING
You can call your event almost anything you like, but we recommend you consider the following:
- Really long titles will eat into the space you have available in the printed program guide, will make it hard to promote on Twitter, and could affect the opportunity for your event to feature on Midsumma's website home page amongst other things.
- Coarse language in titles or copy may reduce your chances of getting approval from Facebook or Instagram for boosted promotion on their social media channels. In addition, Midsumma Festival collateral (including the guide) will have coarse language censored (i.e. F*ck, Sh*t, etc.)
- You can't use "Midsumma" in the title of your event. Only events produced by Midsumma can use this as it indicates to the general public that events are produced in-house by Midsumma. However, we do encourage you to use the words 'As part of Midsumma Festival' as well as the Midsumma logo somewhere on your own promotional material to show you are an officially registered event.
This is one line of text to sum up the tone and premise of your event e.g. "The award-winning musical by William Finn". Or it can be a media quote, if you have one, for example: "Queer comedy genius!****" – The Guardian.
Keep your tagline short. We recommend 60 characters max (including spaces).
Proofing your event listing
While entering your event information into Eventotron, you can instantly proof your printed guide event listing by viewing the Step 12 page.
Once registrations close, Midsumma may send you a list of requests to ensure the event listing reads well to our audiences and has no spelling or grammar mistakes. Midsumma Festival reserves the right to amend your event copy to suit the layout of the guide, although we will attempt to get your approval if possible for any changes made.
Capture Your Audience
Your promotional image (sometimes called 'key image' or 'hero image') is one of the most vital tools in attracting an audience or reviewer's attention. It should be striking, represent your event truthfully, and be taken by a skilled photographer to optimise your chances for promoting your event.
Simple and striking images work best.
There are some guidelines that you will need to follow (otherwise, we may request an alternative image).
- Use a landscape image, as this will work best with the dimensions required for the website. In addition, most Facebook formats are landscape (Facebook event, cover image).
- Avoid including any words/text on your image, not even the title.
- Avoid including any logos on your image.
- Avoid providing a low-resolution image. We recommend getting your image professionally taken. Avoid screenshots and taking photos with your smartphone.
- Avoid providing a highly detailed image. Avoid images with lots of content. Simplicity works best.
- Avoid using a rainbow filter. Rainbow filters do not reproduce well in collateral.
- Avoid adding a border to your image.
In Eventotron, you will be prompted to upload your hero image. Make sure you have a high quality (minimum 300 dpi) version of your image. Once uploaded, Eventotron will automatically resize your image for different platforms.
Image credit and copyright
Do you have permission to use your promotional image? (i.e. have you purchased the image, been given permission by the image owner to use the image or obtained the image through a 'creative commons' license)? Note that most images searched through Google are copyrighted and you will need to obtain permission. You can (and should) credit the photographer, wherever possible. The image credit you provide will appear online. If you want an image credit to appear in the Official Festival Guide, please include it as part of your event copy. An example of an image credit for the guide is, "Photo by Diane Arbus".
In Eventotron, you will be prompted to provide a short description (150 characters max) of your image that is read aloud by screen-readers for people who are blind or low vision. Eg, "A woman wearing a red dress standing on a stormy beach."
Identity Specific Event
In some instances Gender and Sexuality Exclusive Events can be necessary to create a safe space for a specific community. During registration you will be asked to advise if your event or venue only allows people of a specific identity or community (eg "Transgender only", "Queer and Trans People of Colour only", "Women only", "Men only").
If this is your event, you may like to consider the following:
Communicate why your event is exclusive. A few sentences in your event description, and briefing door staff, can be helpful ways to convey the exclusive nature of your event. Imagine if you turned up to an event and weren't allowed in – you would want a friendly explanation!
Are there people you are accidentally alienating? For example, if your event is female-only, how will you be welcoming to someone who identifies as female but does not have physical characteristics typically associated with that gender?
Midsumma Festival is again working with Eventfinda as the ticketing system portal for the 2021 festival. All ticketed Midsumma Festival events (free and priced) must have 100% of their event capacity sold through the Midsumma Festival ticketing system (unless otherwise approved by Midsumma).
"Free-ticketed events" are events that are free of charge but require audiences to register or book. If this is your event, it needs to be ticketed through Midsumma Festival's ticketing system so that festival audiences are able to book for all Midsumma events from the one central location. This comes at no extra cost to you or your audience. There are no "Booking" fees for "Free-ticketed events".
There is no charge for allocated seating. However, we will need to work with you to build a seating plan in the ticketing system. Speak to us to discuss via [email protected]. But seriously, general admission is always easier for you to manage and for audiences to book, so we would only recommend allocated seating if you have to.
Ticketing fees are paid for by audiences. It is their contribution to making Midsumma Festival possible. Midsumma charges two different fees: a "per ticket" fee and a "booking" fee.
The "per ticket" fee is included inside the ticket price you advertise for your event, but the "booking" fee is not.
The "booking" fee applies per transaction, not on each individual ticket.
"Per Ticket" or "Inside" Fee:
As part of the online ticketing service Midsumma Festival will retain the following amounts per ticket sold through our ticketing system:
Inside Fee = $0 for ticketed-free events
Inside Fee = $3 for tickets that are priced between $5 – $15.99*
Inside Fee = $3.50 for tickets that are priced between $16 – $35.99
Inside Fee = $4 for tickets that are priced between $36 - $65.99
Inside Fee = $4.50 for tickets that are priced $66 +
*The minimum ticket price is $5 (standard $3 ticket fee to Midsumma + $2 per ticket to you).
Example Ticketing Fees
Confused? This example might help:
If you require $15 from your ticket for your budgeted sales income, your advertised ticket price should be $18.50 ($15 to you and $3.50 commission to Midsumma Festival).
The prices you nominate during registration, and advertise to the general public, must include the inside 'per ticket' fee. As this is scaled, it is important to allow for concession prices or other variants. For example, your full price ticket may be $25 ($3.50 to Midsumma / $21.50 to you) but your concession price might be $15 ($3 to Midsumma / $12 to you).
Still unsure? Contact [email protected] if you have any questions relating to setting your ticket price.
Midsumma charges a $5.25 booking fee per purchase, regardless of the number of tickets in the transaction. The ticket purchaser, not the Producer, pays this. This covers the administration of the ticketing system.
Use this Ticketing Matrix to work out ticketing fees, costs and profit. If you need a hand working through the sheet feel free to email us at [email protected] and we will be happy to assist.
All Midsumma booking fees, transaction fees and tickets sold include GST unless stated otherwise.
Your event's ticketing will be remitted within five working days of the completion of your event / season or after any refund issues are resolved (for example if you have had to cancel a session of your season and customers have already purchased tickets), and only if the bank account details you provide during event registration are correct.
You'll need to arrange your own box office at the venue for door sales. Tickets will go off-sale through the Midsumma Festival website one hour before your event start time, ready for you to start selling tickets at your venue. You keep the "Per Ticket" fee for any tickets sold at the venue. Yay!
Keep a record of how many tickets you sell on the door, as we request this information at the close of the festival.
A complimentary ticket is a free ticket. These are usually offered to VIPs, cast, crew, etc. There are three types of complimentary tickets: Midsumma comps, Producer comps and Companion Card tickets.
Midsumma comps: These are tickets booked and used by Midsumma Festival. Midsumma requires 4% of your total capacity (or a minimum of at least 6 tickets, whichever is larger) to be made available as complimentary tickets across the season. This is 4% across the event's season to be used for Midsumma sponsors, board members, management, producing partners and patrons.
Producer comps: You can allocate up to 10% of your total Midsumma ticket allocation as comps for your cast, crew, media reviewers and anyone else you want to attend your event. You may be charged additional fees for any amount over this 10%.
Companion Card tickets. Companion Cards provide carers with a complimentary ticket to an event and, like with all concession cards, Companion Cardholders must show their card at the venue. All Midsumma Festival events must accept Companion Cards.
Here's a handy checklist of what you'll need to prepare for your registration due by 20 December 2020:
- Primary contact details and optional secondary contact details
- Your event name and details, including the event description, image, dates/times, prices
- A confirmed venue and their contact details
- Ticketing details (if applicable)
After registration, we will send you:
- Your Midsumma contract, due 6 January 2020
- Split Ticketing Agreement Due (if applicable): 6 January 2020
- Request for Public Liability Insurance Certificate Due: 6 January 2020
- Request for Midsumma Carnival Roving details - if applicable (due by 6 January 2020)