Hollywood Fringe Festival: 60,000+ Visitors, Major Opportunity for Local Business

From June 12–29, the beloved Hollywood Fringe Festival returns, transforming the Hollywood Media District into a playground of creative energy and spontaneous performance. Now in its 15th year, this month-long celebration of art, experimentation and community electrifies the streets while fueling connection, innovation and a powerful economic boost for local businesses.

Hollywood Fringe Co-Executive Directors Ellen Boudreau-Den Herder and Lois Neville, give us an insight into why Hollywood Fringe Festival – beyond being just another cultural event – is a moment of real opportunity for entrepreneurs in the district. Whether you run a café, bar, boutique, or service business in the district, the festival is a chance to connect with tens of thousands of highly engaged, curious and adventurous consumers.

What Is the Hollywood Fringe Festival?

Each June, the district comes alive as the Hollywood Fringe Festival (HFF) transforms everyday spaces into stages for unexpected performances. Modeled after the iconic Edinburgh Fringe, Hollywood Fringe Festival is a grassroots, open-access performing arts festival where anyone with a show and a venue can participate. That spirit of inclusivity has turned it into the largest performing arts festival in the United States, featuring:

• 400+ productions
• Nearly 2,000 performances
• 60,000+ ticket buyers each June

Shows take place in theaters, bars, churches, backyards, pop-ups, you name it. Most venues are walkable or Metro-accessible, creating a vibrant, street-level festival atmosphere that energizes the entire neighborhood.

“The cool thing about our audience is it really does range – from three-year-olds going to see their first musical with their family to 80, 90-year-olds who are re-engaging in theater in a different way,” Lois Neville explains.

For local business owners in the Hollywood Media District, HFF is a high-visibility, high-traffic, high-energy moment. For venues like Sacred Fools Theater Company, The Broadwater Theater Complex and The Plunge Bar, the festival is the beating heart of their calendar year where visitors spend the day, seeing multiple performances, grabbing meals and drinks in between and exploring what the area has to offer.

What’s in It for Businesses in the BID?

At the heart of it all: new customers.

Fringe attendees – 90% of whom are local to Los Angeles and up to 40% from the Hollywood area – are exactly the kind of customers local businesses want. They’re adventurous, social and actively spending. Businesses near Fringe venues have reported:

• Quadrupled sales during June
• Increased brand exposure
• Long-term customer growth
• Stronger community presence

“Fringe anchors our entire year – financially and artistically,” says Padraic Duffy, Managing Director of Sacred Fools Theater, which holds the lease and manages The Broadwater Theater Complex.

“There’s a real sense of energy and movement – people walking, gathering, discovering venues and businesses they may have never visited before,” says Bruno Oliver, Sacred Fools board member and co-owner of The Broadwater Plunge.

What’s New This Year

In 2025, Sacred Fools is launching the Sacred Fools Award for Bold Theatricality, a new Fringe honor that highlights risk-taking, imaginative work. Meanwhile, the record-setting 106-show lineup at The Broadwater speaks to the demand for quality venues and creative freedom — two things Fringe is known for providing in spades.

Fringe Around and Find Out (Fringe by the Numbers)

• $5+ million returned to artists and venues since inception
• 400+ productions ranging from musicals to immersive theater to experimental art
• Thousands of dollars in local business revenue generated annually
• Dozens of Hollywood businesses already on board, don’t miss your chance

Spotlight on Fringe HQ at Hollywood/Highland

Fringe HQ, located at Ovation Hollywood, hosts the Box Office & Merch Shop, artist coworking space, podcast studio, and community events like Fringe Cabaret and Industry mixers.

Address: 6801 Hollywood Blvd, Suite 109

Want to Get Involved? Here’s How:

1. Join the Fringe Hot Spot Program
   Offer a small discount (10–15%) to Fringe artists and attendees and get:
   • Listed in the printed Fringe guide (if you join by May 12th)
   • Promoted on the Fringe website and social media
   • Featured on the official Fringe map (if you join by May 12th)
   • Direct exposure to 60,000+ local consumers
2. Host a Pop-Up or Fringe-Themed Event
   Partner with performers or producers to host an activation, installation, or after-show hangout.
3. Offer Artist Services
   Costume rentals, print services, rehearsal spaces, design and tech support—Fringe artists need it all and many prefer to work with local providers.
4. Fringe Up Your Space
   Add signage, specials, or decorations that show you’re “Fringe-friendly.” It invites engagement and builds goodwill.

What’s Happening This Year: Key Dates & Info

• Festival Dates: June 12–29, 2025
• Preview Week: June 5–10
• Venues: Hollywood Media District & Central Hollywood
• Tickets: Avg. $15 (Buy at hollywoodfringe.org)
• Pro Tip: Buy a $5 Fringe Button for discounts at local businesses

Learn more and sign up for the Hot Spot Program

Contact Lois Neville, Co-Executive Director: lois@hollywoodfringe.org