Producer Resources Hub

Midsumma Festival uses Red61, an industry-leading ticketing system, for event ticketing.

All ticketed Midsumma Festival events (free and priced) must be ticketed through the Midsumma Festival ticketing system. 

Please email [email protected] if you would like to discuss ticketing.

Before Selling Tickets

After you register your event, the Midsumma team will prepare your event build and ask you to check that all information is correct.

Embargo: All events are embargoed (not for public release) and must be kept confidential until the official Midsumma Festival Program Launch on 24 November 2026. This embargo ensures that:

• Every event has an equal impact at the program announcement (meaning there are no unfair advantages based on when you registered)
• There’s time for our team to ensure all events have finalised correct details
• A coordinated announcement for maximum excitement and impact

Ticketed Free Events

These events are free but require attendees to reserve a spot in advance.

To ensure a streamlined experience for festival-goers, these events must be ticketed through Midsumma Festival's ticketing system. This centralises the booking process, allowing audiences to reserve spots for all Midsumma events in one place easily.

Importantly, ticketed-free events do not incur additional costs. Neither organisers nor attendees will incur booking fees or inside fees. 

Allocated Seating

By default, all events are set up as general admission.

If you wish to use allocated seating (where audience members are assigned a specific seat number), please contact us at [email protected] before event registrations close on 5 September 2025. Once tickets go on sale, seating maps cannot be added or modified.

Allocated seating is free. However, we will need to work with you to build a seating map in the ticketing system, which can take some time.

While allocated seating can be accommodated, we strongly recommend general admission as it is easier for you as the event producer to manage and for attendees to book.

Box Office and Door Sales

All ticketed Midsumma Festival events (free and priced) must have 100% of their event capacity sold through the Midsumma Festival ticketing system.

The only exception to the above ticketing policy is 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 them at your venue.

You'll need to work with the event producer to arrange a box office for door sales at the venue.

If you need to change this arrangement, please contact [email protected] as soon as possible.

Please keep a record of how many tickets you sell on the door. We request this information at the close of your event to assist with our reporting and to help you determine the number of people who attended your event.

If you need to discuss ticketing, please contact [email protected] as soon as possible.

Complimentary Tickets

A complimentary ticket (aka ‘comp’) is a free ticket. It is usually offered to VIPs, cast, crew, etc. There are three types of complimentary tickets: Midsumma comps, Producer comps, and Companion Card tickets.

• Midsumma comps: Please note that 4% of your total capacity (or a minimum of 6 tickets, whichever is greater) must be allocated as complimentary tickets for the Midsumma Festival team. Staff, board members, producing partners, sponsors, and donors will use these tickets throughout your event's season.
• Producer comps: You can allocate up to 10% of your total 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 are for people with disabilities who need support from a carer to attend an event or participate in an activity. They provide carers with a complimentary ticket. All Midsumma events must accept Companion Cards. Companion Cardholders must present their card at the venue.

Midsumma Festival Red61 Producer Portal

Once your event is in the program, just before we launch you will be given access to the Producer Portal area of Red61. This will enable you to check your ticket sales, download door lists and book in your complimentary tickets.

Please read through the manual and if you have any questions reach out to [email protected] or [email protected].

There are two types of ticketing fee that are charged by Midsumma, an Inside Fee and a Booking fee.

Inside Fee

Each ticket purchased by audience members includes an Inside Fee. This internal charge is included in the advertised ticket price for your event.

Midsumma retains the Inside Fee from each ticket sale before remitting funds to you after your event.

In 2027, Midsumma will retain the following amounts per ticket:

*The minimum ticket price for paid events is $5.00 (inc. GST)

The prices you nominate during registration, and advertise to the general public, must include the Inside Fee.

When planning the income you require from ticket sales, remember that this fee scales. So when setting concession or variant prices, the Inside Fee will change. For example:

• If your Full price ticket is $25.00, $22.30 will go to you and $2.70 to Midsumma
• If your Concession price is $15.00, $12.80 will go to you and $2.20 to Midsumma

So if you are budgeting to get a return of $25 on a full price ticket and $15 on a concession, your advertised full price should be $27.70 and your concession should be $17.20

Customer Booking Fee

A $5.50 Booking Fee applies per transaction, regardless of the number of tickets purchased, unless all tickets booked are free.

The customer pays this fee, which covers ticketing administration costs. Midsumma retains the booking fee.

For ticketed free events, there is no booking fee for the customer.

GST

All Midsumma booking fees, transaction fees and tickets sold include Goods and Services Tax (GST) unless stated otherwise.

Ticketing Remittance

Your event's ticketing will be remitted within fifteen working days of your final event. Remember this will be your sales minus the total inside fees for your event's ticket sales.

Once your event is registered in Eventotron and approved by our team, you will be given access to the Producer Portal area of Red61 once it goes live. This will enable you to check your ticket sales, download door lists and book in your complimentary tickets.

Please read through the manual and reach out if you have any questions to [email protected] or [email protected].

Producer Portal Manual

Creating a realistic plan for your finances from the outset can help ensure a smooth process and avoid unwanted budget busters around the bend!

View Example Budget Template

Funding

If you're seeking funding, research a variety of grant options and carefully consider the timelines for these grants to ensure they will be suitable. 

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!

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

Check out Sassy Red PR for some great tips on Grants, Support and Funding Resources.

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 and Donations

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 to give – usually in exchange for some form of reward – and the amount pledged is remitted to you if the target is reached.

The Business Victoria website has useful resources about Crowdfunding Basics. 

Some crowdfunding and donation platforms to check out:

1. 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.
2. Pozible - Pozible is an Australia-based crowdfunding platform and community-building tool for creative projects and ideas.
3. Go Fund Me - Over $3 billion raised for personal causes! GoFundMe is a fundraising website to raise money online, often utilised for social causes.
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

Sponsorship

Maximising Your Event's Potential! 

Effective marketing and publicity are crucial to unlocking the full potential of your event. Here are some tips to help you promote your event successfully for the next festival:

1) Create Eye-Catching Visuals

• Capture attention with high-quality promotional images or engaging videos. 
• Use vibrant colours, dynamic angles, and compelling content to stand out.

2) Craft a Powerful Media Release

• Use our Media Release Template to write a clear, concise, and engaging media release for journalists, media outlets, and venues. 
• Highlight the unique aspects of your event and why it matters.

3) Find Your Hook

• Determine what makes your event unique and why people should attend. 
• This could be a special guest, a unique theme, or an exclusive experience.

4) Develop a Comprehensive Strategy 

• Plan how you will reach your audience with a well-rounded strategy.
  Utilise a mix of:
  
  • Social Media: Platforms like Instagram, Facebook, X (Twitter), and TikTok are essential for reaching a broad audience.
  • E-Communications: Regular emails to your mailing list keep your audience informed and engaged.
  • Print: Posters, flyers, and brochures can still be effective, especially for local events.
  • Digital Presence: Maintain an updated website, blogs, and online listings to ensure your event is easily discoverable.

5) Leverage Influencers & Partnerships

• Collaborate with influencers and local businesses to expand your reach. 
• Influencers can provide authentic endorsements and broaden your audience.

PR Agency Recommendations for Your Event

Sassy Red PR

Specialises in working with independent artists, non-profits, and small to medium arts organisations.

• Contact: Eleanor Howlett
• Email: [email protected]

Asha Holmes Publicity

Focused on comedy shows, theatre and films.

• Contact: Asha Holmes
• Email: [email protected]

Further Resources & Contact 

• Midsumma Marketing and Publicity Guide
• Midsumma Media Release Template

Really think about this advice → We highly recommend you develop a detailed marketing plan for your event. For comprehensive guidance, explore our extensive Marketing and Publicity Guide. This resource provides all the information you need to execute a stellar campaign.

Advertise in the Official Midsumma Program Guide

Each year, Midsumma proudly writes, designs and produces the Midsumma Festival Guide for all of our favourite festival-goers. To help cover the cost of producing and distributing this publication, we offer a limited number of advertising opportunities to businesses, organisations and community groups that want to connect with LGBTQIA+ audiences across Victoria and beyond.

The guide is the trusted companion to the festival, helping audiences discover events, artists and experiences throughout the season. Advertising places your brand alongside Australia's premier queer arts and cultural festival, reaching engaged readers before and throughout the festival.

• Advertising spots in the Midsumma Guide close: 4 September 2026

Why advertise?

The Official Midsumma Festival Guide reaches audiences in print and digital formats, with distribution across Melbourne, regional Victoria, and selected interstate locations.

Every booking also includes a clickable backlink from the digital edition to your website or campaign page.

Book your advertisement

To discuss advertising opportunities, availability or premium placements, chat with us at [email protected]

Download the Midsumma Festival 2027 Media Kit for advertising specifications, artwork requirements and pricing →

Midsumma 2027 Media Kit

Advertising Discounts & Promotional Offers

As a registered Midsumma Festival producer, you can access exclusive advertising opportunities and discounted promotional packages through our media and marketing partners.

These offers have been negotiated to help you reach more audiences while making the most of your marketing budget. Check back throughout the year, as new partner offers may be added.

JOY 94.9 Promotional Packages 

As Midsumma's community media partner, JOY 94.9 offers exclusive discounted advertising packages for registered Festival events.

Whether you're promoting a one-night performance or an extended season, JOY's on-air and digital campaigns can help you connect with Melbourne's LGBTQIA+ community.

Available packages

Event Campaign

• 14-day campaign
• 40 on-air advertisements
• Ideal for individual events and shorter seasons

JOY Presents Campaign

• 14-day integrated campaign
• 72 on-air advertisements
• Includes additional digital promotion across JOY's platforms

→ → → 2027 campaign offer from JOY Media

For bookings or enquiries, contact Jason Heath at [email protected] or (03) 9267 6000.

Printing & Flyer Distribution

Mr Moto

Need flyers printed or distributed?

Midsumma producers can access services through Mr Moto, specialists in event printing and flyer distribution.

For a quote or to discuss your campaign, contact Sam at sam@mrmoto.com.au.

Registered Event Producers are granted a licence to use the Midsumma logo on relevant 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. When you have completed producing your promotional materials, please send to [email protected] for approval.

Download the Midsumma Festival Logo Suite

Is your project accessible? Consider ways in which people with a disability might have barriers to accessing your event. The resources below can help you to remove barriers.

ArtsHub has a great video for artists and producers by Arts Access Victoria CEO Caroline Bowditch that offers some useful advice. You can find the full transcript in ArtsHub's Artists Essentials Toolkit #9. 

Gender and Sexuality Inclusivity

Accessibility isn’t just about wheelchair ramps and Auslan interpreters. Although they are important - it’s also about attitude and language. At Midsumma, we actively encourage full diversity at events regardless of gender identity or sexual orientation. 

For more ways to create an open and respectful environment at your event, read through Midsumma's Inclusive Language Guide. This document contains definitions, explanations and handy tips that are useful in avoiding making assumptions about a person’s gender or sexual orientation or using language that can cause offence. Check out our Inclusive Language Guide to see if the language you are using is right for you and your audience.

Accessible Bathrooms

What's on the bathroom door? Ask your venue to use gender neutral signage on bathrooms to help trans and gender non-binary peoples feel more comfortable at your event. Signs that advertise the facilities available, rather than describing the attendees, work best. You are free to download and use our signs: toilet, urinal or gender neutral and accessible toilet.

Wheelchair Access

Not all venues are wheelchair accessible. Read through the information below to ensure your venue is truly accessible to people using wheelchairs.

Access: Can a wheelchair user get into and around your venue? At least one entry should be 1.2m wide without steps.
Toilets: Is there an accessible bathroom? Make sure it isn't being used as a storage cupboard and doesn't require a key from venue staff.
Parking: Is there accessible parking or a wheelchair friendly drop-off point?
Free Movement: Does the venue have good internal movement circulation? Could someone in a wheelchair 1.2m wide easily manoeuvre inside? Are there steps inside the venue that would prevent a wheelchair user from fully participating in your event?
Signage: If your accessible entrance is not the main entrance, has the venue established good signage and way-finding for wheelchair users? 
Whether or not to include this icon will be determined by your venue when they register their venue in Eventotron.

Hearing Loop Services

Does your venue provide a hearing loop service? A hearing loop service is a hearing device that amplifies all on-stage audio for people who are hard-of-hearing.

Whether or not to include the Hearing Loop icon will be determined when your venue registers in Eventotron.

Auslan Interpreted Sessions

Having an Auslan interpreter at your event increases access for Deaf audience members. 

It's a great idea to book an Auslan Interpreter early - if the event is still in development, you can send over information and scripts closer to the event date (usually around 2 weeks prior to the event). 

AUSLAN RESOURCES

• Arts Access Victoria - Get the Facts: Auslan
• Auslan Stage Left
  • Book an interpreter

Captioned Sessions

Captions help make your event more accessible for Deaf and Hard of hearing audiences. 

There are two types of captioning - open caption and closed captioning. Open captions are available all the time, such as on a video projection in an art gallery or surtitles at an opera. Closed captions are able to be switched on and off by the viewer, such as subtitles on online streaming services. 

Services available include AI captioning, which auto-captions live as you speak, such as on Zoom or subtitles on live television. Alternatively, if you can provide a script ahead of time (even a loose one), you can book live captioning for your event using a captioning service. This works well for comedy, theatre and musicals. 

CAPTIONING RESOURCES

• Arts Access Victoria - Get the Facts: Captioning
• AI Live
• AI Media - What is Live Captioning?

Relaxed Sessions

Relaxed sessions are designed to benefit people with a range of access requirements, such as Autism, sensory sensitivities, anxiety and dementia. 

Adjustments to the event are made to provide a more relaxed environment, such as avoiding using strobe or bright lights, no loud or sudden sounds (such as gun shots) and allowing talking and moving around during the performance. 

RELAXED SESSION RESOURCES

• Arts Centre Melbourne - Relaxed Performances Guide

Touch Tours

Touch tours provide blind or low-vision audience  members with the opportunity to interact with and experience the physical elements of the event. This might be interacting with physical elements of the stage or venue, such as the set or costumes, and usually takes place before the event. 

TOUCH TOUR RESOURCES

• Arts Access Victoria - Get the Facts: Touch Tours
• Vitae Veritas - Tactile Tours

Audio Described Sessions

Audio description provides blind or low-vision audience members with descriptions and narrations of the visual elements and movements of the event and venue. 

This can be provided live through a service provider (such as Vitae Veritas) or via a pre-recorded file to be played before an event or visit to a venue. 

AUDIO DESCRIPTION RESOURCES

• Arts Access Victoria - Get the Facts: Audio Description
• Vitae Veritas - Audio Description
• Self-descriptions are one way to make events more inclusive:

• • having descriptions of physical characteristics and personal identity can help people recall individuals and identify them on another occasion
  • gives people present a sense of the diversity or lack of diversity of those speaking, on a panel, on stage, in the audience and/or room generally
  • is a culturally conscious approach to the role MC’s can play when welcoming, warming and informing audiences; as well as in who and how an event is structured and unfolds
  • what you choose to describe can help your audience connect with you and understand that we’re all bringing multiple identities and perspectives to the event.
• SELF-DESCRIPTION RESOURCES
  • Vitae Veritas - Self Descriptions

Digital Sessions

If your venue has the facilities to record or live-stream events, this is a great way to offer an accessible event. 

Live-streams and on demand videos are available to view at home, and can also be captioned. This means that you can offer an alternative format for someone who cannot attend the event in person, or cannot access the event if the venue is not step-free.  

You can upload on demand or live-stream performances straight to YouTube, which audiences will be able to access after purchasing a ticket and at a specific date and time. 

Please email [email protected] if you'd like to know more about digital events. 

DIGITAL SESSION RESOURCES

• ArtsHub - How to get your art online

Are you aware of all your legal requirements? Read on for: 

• Example venue and artist agreement
• Public liability insurance options 
• A work cover policy
• Music rights

Agreements

Establishing clear agreements between individuals, venues and/or organisations helps ensure that everyone involved is on the same page. Consider the dynamics of the working relationships necessary to bring your performance or venue to life. A robust agreement not only outlines expectations but also protects the interests of all parties involved.

ARTIST AGREEMENT

These are useful for producers who are hiring / contracting artists. Artist Agreements can cover: 

• Dates of the project
• The artist’s obligations (attendance at performances, rehearsals, workshops etc) 
• Guidelines around giving interviews
• Fees
• Consent for filming / recording
• And more

Download our example Artist Agreement

VENUE AGREEMENT

This can provide a secure arrangement for either rehearsal spaces or the venues where your event will be presented. It clarifies: 

• Date of use
• Duration of the event
• Access for bump-in / bump-out
• Fees
• Guidelines for employing venue technicians
• How box office earnings will be divided 
• And more

Download our example venue agreement.

Insurance and Superannuation Obligations

PUBLIC LIABILITY INSURANCE

Have you got public liability insurance? This is insurance that protects you should a general public member 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.

SUPERANNUATION

Are you aware that on 1 July 2022, the minimum payment threshold used to determine eligibility for earning superannuation was removed? This means that employers will generally be required to make super guarantee contributions to eligible employees' super funds, regardless of how much the employee is paid. This may also include sole-trading artists who are employed on a project based, short term or seasonal contract. 

• See the Arts Law Centre's Information Sheet for more information, or read The Real Thiel's Super Changes 2022 blog for some relevant insight!
• Info on eligibility can be found via the Australian Tax Office - see  Work out if you have to pay super. 

WORKCOVER INSURANCE

• 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 Workcover's Insurance obligations for employers.

HELP WITH ADMIN? 

• Would you like someone else to handle all the finances, payroll, superannuation, WorkCover and other administration of your event? Contact Auspicious Arts.

Copyright

Are you playing music which is under copyright during your event or in the area in which your event takes place? You, or your venue, may need to apply for a licence.

OneMusic Australia can offer joint music licensing, formally distributed through APRA AMCOS and PPCA. Find out more info on categories and requirements at onemusic.com.au.

Here's a link to an example of the OneMusic form.

• 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?

• Do you need advice from a union? Check out Media Entertainment & Arts Alliance (MEAA).

• 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).

• Do you need to know about unfair dismissal, fairness in the workplace and more? Visit the Fair Work Commission website.

• Have you got questions that are specifically about the arts and the law? Arts Law is an excellent starting point.

This information is not 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.

The purpose of a risk assessment is a way of identifying potential issues in advance and considering what the risks might be, what their impact will be and what can be done to reduce the risk.

A risk assessment may be required by your chosen venue and other presenting partners should you wish to take your event on tour.

Download our Risk Assessment Template, we highly recommend that you complete this in the lead up to your event.

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.

Read Touring and Future Presentations to think about how to tour your work and how to make long-lasting connections for your practice, and check out our LGBTQIA+ Festivals page to see when other queer festivals are occurring around Australia.