By Laura Mackenzie Stuart

The recently announced resignation of Edinburgh Fringe director Paul Gudgin, raises concern for the future of the Fringe itself. The new vacancy at the Festival Fringe Society is not the only problem needing resolution at the world’s largest arts festival. Marketing and infrastructure have not kept pace with the recent growth of the Fringe, and the costs faced by participants and visitors have increased above the rate of inflation- to a level where the future of the Fringe may be in danger.

Paul Gudgin enthusiastically welcomed the foundation of the Association of Independent Venue Producers (AIVP), in August 2006. Members of AIVP account for 85% of tickets sold across the Fringe. Its founding reflects the growth in activity and risk by venue producers in the last 10 years. Although venue producers largely operate without any public subsidy, they are a key force behind the Fringe. They develop new venues and nurture new talent. Their actions affect all involved - from performers to the ticket-buying public. Pressure to maintain and develop facilities has never been higher. Edinburgh’s public bodies seek to protect the economic boom which is gifted to Edinburgh each summer. AIVP is concerned that Edinburgh’s bubble does not burst.

Paul Gudgin is credited as being responsible for both audience and revenue growth over the past 7 years. But costs for performers have gone up. There is a real danger that audiences will forsake Edinburgh for cheaper, better-marketed festivals elsewhere in the UK and abroad – offering better accessibility, infrastructure, value and overall experience.

We at AIVP thank Paul Gudgin for his contribution to the development of the Fringe. His tenure has seen an extraordinary growth in its size and scale. Whilst we don’t wish to diminish his success, it has to be recognised that much of this development has been brought about by the dedication and commitment of individuals and organisations, principally venue organisers, who make this unique event happen each year. Success is not won easily, and whilst the Fringe has become a key income source for Edinburgh, bringing tens of millions of pounds into the city, in reality its viability remains very fragile.

There are now many other arts events and festivals in the UK and abroad, all competing for audiences. Festivals elsewhere often have much bigger marketing budgets than the Edinburgh Fringe. It is essential that the Fringe develops its marketing strategy and promotes itself more effectively, both around the UK and worldwide. The Fringe would not exist without all the participants and audiences who come to Edinburgh each summer. We need to work together to make sure this great event survives. We must make sure that the rising costs of visiting and performing at the Fringe do not end up putting people off.

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(c) Laura Mackenzie Stuart Wednesday 31 January 2007

Laura Mackenzie Stuart is Chair of the Association of Independent Venue Producers (AIVP) and can be contacted at press@aivp.org.uk