The Edinburgh Fringe organisers have launched a £7.5million fundraising campaign, Save the Fringe, to aid the long-term recovery of the festival after the COVID-19 pandemic.
Founding investors Edinburgh Gin kicked the campaign off with the £150,000 raised from their collaboration with Phoebe Waller-Bridge to create Fleabag-branded bottles. Around £160,000 more has come from other donors.
Neil Mowat, Brand Director at Edinburgh Gin said: “The Fringe has offered the world a stage – bringing arts lovers together, welcoming brave work and introducing new incredible talent. But it needs our help. Phoebe Waller-Bridge first debuted ‘Fleabag’ at the Fringe in 2013, so we need the festival to thrive so that stories like hers don’t go untold.
“It has been an honour to support the Save the Fringe initiative as founding investors, and we can’t wait to see the Festival return to its usual spectacular self as soon as possible. Every penny of profit from our ‘Edinburgh Gin Presents’ Phoebe Waller-Bridge collaboration bottle goes directly to support the artists of the Fringe festival – so if you love gin, the arts and Edinburgh, buy one while you can.”
Save the Fringe will run for three to five years and aims to support artists and venues; break down barriers to participation; make the festival more sustainable; engage more with Edinburgh residents and young people – particularly from underrepresented areas of the city; create better routes to professional development and secure a new home for the Fringe Society.
Chief executive, Shona McCarthy, said: “The last 18 months have been the most challenging in the Fringe’s history, and everyone – from artists and venues to the Fringe Society – has experienced huge losses.
“I’m so proud of what’s been achieved in 2021, and in so many ways, this year’s festival was a success. Over 940 shows were brought to life, incredible new venues were created in the most imaginative of spaces, and audiences flocked back to experience the magic of the Fringe.
“But it can’t be stressed enough: this does not mean the Fringe is back to health. 2021’s scaled-back event only happened because of emergency grants, and in many cases, loans that now need to be repaid. We want to ensure the Fringe that returns reflects the world we live in – not just those who can afford to keep going.
“Recovery isn’t about going back to how things were. It’s about reimagining the Fringe as the best version of itself and using this moment of pause to reflect and change. We want everyone – from residents and local business owners to artists, operators and audience members – to have their say on what that looks like. And we’ll need support to make that vision a reality.”
Benny Higgins Chair, Edinburgh Festival Fringe Society, said: “The Fringe is one of Scotland’s greatest cultural exports. It is recognised internationally as a landmark celebration of the arts and is an access point to culture for so many people. But the Fringe is not publicly funded in any meaningful way, and the last 18 months have shown us how much urgent investment is needed to protect this world-renowned event.
“An estimated £20m was lost in 2020 alone. To make 2021 a reality, many operators relied on loans and emergency grants. This is not sustainable, and this campaign is about undoing some of that damage, while building a more affordable and equitable Fringe. This campaign will give us a foundation to do just that.”
