Just the ticket as advance sales for the Fringe soar by over a third

Published on Wednesday 5 August 2009 22:03

ADVANCE ticket sales for the Edinburgh Festival's 2009 season have soared by up to 40 per cent, leaving Fringe bosses baffled but delighted.

Recession-wary "staycationers", the weak pound, or punters taking no chances after last year's box office fiasco have all been credited with helping the dramatic sales boost in the midst of a downturn.

"By my calculation we are close to 38 per cent up on this time last year," said Anthony Alderson, director of the giant Pleasance venue. "Our courtyard was buzzing from 10am this morning."

The Fringe is desperate for a strong year after last year's annus horribilis. One vital question in the weeks ahead is whether sales on the door – which traditionally account for about 60 per cent of ticket income – live up to the surge in advance bookings.

"I hope it holds up," said Kath Mainland, the new Fringe director. "We have been 20 per cent up almost since we started selling."

The Fringe office has been working on geographic breakdowns of sales in a bid to track where the increase has come. The EH post code accounts for 47 per cent of the total ticket sales so far, said a spokesman.

Major Fringe venues including the Assembly and the Underbelly, and smaller ones such as the World, Bedlam and Zoo, held their opening showcases of major comedy and theatre acts last night.

Preview shows are in full swing ahead of the official Fringe opening day tomorrow.

The Edinburgh Art Festival also launched yesterday, combining 50 exhibitions across the city by artists such as the veteran British Pop Artist Sir Peter Blake, who unveiled his Andy Warhol prints.

It would be no surprise if Fringe sales were up on last year, when the central ticketing systems began to falter almost the moment sales began. But sales are up on average at least 20 per cent on 2007, which was a bumper year.

"We can't make a direct comparison with last year because last year's figures are obviously up the pole. Against the previous year (2007], our estimates are 20 per cent up," said Assembly director William Burdett Coutts. "By Friday we will probably have taken a million pounds at the box office.

"I think inevitably people haven't travelled, more people have stayed home. In the middle of a recession, usually entertainment has bucked the trend."

The venue has not lowered its prices, he said, although comedian Frank Skinner is doing his Credit Crunch Cabaret for 10.

He was optimistic sales would stay high, but said it may be reflect a shift to online booking.

"There's always a lot on the door. Traditionally on the day you take a large amount of money.

"The key to it ultimately is that people don't want the hassle of queuing. Buying on line does take a lot of the effort."

Earlier this year, in April the Edinburgh International Science Festival reported an increase of about 10,000 ticket sales to 69,000.

Director Simon Gage said the exchange rate was one reason. "Going to mainland Europe is so unattractive at the moment," he said. "I would rather spend my money on shows than buying coffee in the south of France."

Underbelly co-director Ed Bartlam said shows featuring big names such as Denise van Outen or Flight of the Conchords' Rhys Darby were already selling out.

"A few days ago we were up about 28 per cent.

"There was definitely a last big surge yesterday, which was encouraging. It bodes very well for anyone.

"The moment we went on sale we saw a quicker pick-up on ticket sales than last year."

Mr Bartlam added: "It's particularly locals, who are perhaps staying in the city, not going on their summer holidays abroad. Perhaps this is a year when they are going to take advantage of the Festival and enjoy it."