Welcome

The Melbourne Magic Festival is staged annually during the winter school holidays (July) with the hub centred around Arrow on Swanston in the Melbourne CBD and features many Satellite Venues throughout Victoria. Despite the global cost-of-living crisis, in 2026 we managed to attract over 17,500 people eager to see shows, attend classes and enjoy the magic.

We are actively looking for shows and events that will both reflect our Mission Statement and further the innovation of magic as a theatrical art form here in Australia.

This year’s theme is REBIRTH. We are actively seeking shows that transform the art of magic and the way we see ourselves as magicians.

We are committed to providing an inclusive environment for our performers, staff, volunteers, and audience members, regardless of gender, age, orientation, ethnicity, disability, background or circumstance. Our art and community is stronger when we embrace the full spectrum of humanity.

If you have any questions please contact the Festival Artistic Director, Tim Ellis.

Tim@MelbourneMagicFestival.com

About Us

Who We Are
The Melbourne Magic Festival was created in 2008 by The Australian Institute of Magic with the two-fold aim of giving Melbournians the opportunity to see world class performances of magic in a theatrical environment, and the chance for performers to create shows that express their identity as artists.

The Melbourne Magic Festival is now officially recognised as the largest festival of its kind in the Southern Hemisphere and attracts magicians and magic fans from all over the Australia and internationally.

What We Offer
In addition to creating an open access Festival for magicians from all over the world, we curate international guest artists, produce the Australian Junior Championships of Magic, offer mentorship and support for emerging artists, schedule magic lectures and workshops, and partner with exhibitions and educational institutions to create innovative magic themed content.

Why We Do It
Even though staging a two-week Arts Festival with no sponsorship or government support and a ridiculously small budget seems impossible… that’s what magicians do, the impossible! Each year the Magic Community comes together to support and encourage each other as we stage this incredible event. Every volunteer makes a huge difference to the success of both the Festival and to our arts community. We get to showcase the new ideas we’ve been working on all year, and more and more Melbournians discover MAGIC for the very first time as they come to see us.

Our Mission Statement

– To increase the awareness of theatrical magic as a performing art throughout the Australian public.
– To encourage innovation and to lift the quality of theatrical magic within Australia to world class.
– To help magicians learn how to produce and promote their own stage productions.
– To introduce and nurture emerging artists into the magic community through workshops, classes, lectures and networking opportunities.
– To encourage co-operation and collaboration between artists within and outside of the magic community.
– To actively and enthusiastically accept any magicians into the Festival regardless of industry affiliation, sexual orientation, race, religion or political beliefs.
– To further the ethical treatment of on stage assistants, fellow artists, and intellectual property.
– To see theatrical magic recognised officially as an art form by the Australian Government Arts bodies.

Your Risk & Your Reward

Your Risk
Producing your own show at the Melbourne Magic Festival involves a financial investment which should be carefully considered. We recommend you read Chapter 5 – Ticketing and Budget, for more.
Expenses may include:
– Festival registration
– Venue Rental
– Artist Fees
– Director Fees
– Backstage Assistants
– Technical Staff
– Equipment Hire
– Additional Props
– New Costumes
– Rehearsals
– Travel and Accommodation
– Marketing and Advertising
– Designing and Printing
– Publicity
– Public Liability Insurance
– Music Licensing
– Box Office Fees
– MMF Ticket Fees

Income may include:
– Box Office proceeds
– Merchandise Sales
– Sponsorship
– Grants

Your Reward
In addition to making box office income and generating lots of publicity for yourself and your show, other benefits from being a part of The Melbourne Magic Festival include:

– Professional development opportunities, including information sessions, digital content and invitations to Australian Institute of Magic workshop nights.
– Seeing other Festival shows free with a Producer Pass.
– The opportunity to be considered for awards including Best Children’s Show, Best Promotional Video, Best Newcomer, and Director’s Choice.
– The chance to invite journalists and local reviewers to see your show and publish articles.
– Inviting other producers, bookers, agents and clients to see your show with the potential of generating much more work.
– Networking opportunities within the Magic Community to develop lifelong friendships and future artistic collaborations.

Things to Consider

Show Content
We encourage performers to take risks by creating shows which use magic in unusual, theatrical, and inventive ways. Surveys suggest people enjoy shows that are different to what they’ve seen before, shows with storylines, shows with meaning, or just shows that are visually exciting. Shows can be close up, stage, illusions, balloonology, escapes, horror… use your imagination – there’s an audience for every style. Not only can you produce a show, we are also open to workshops for kids, classes for adults, exhibitions, street magic performances, random acts of magic, entrants for the Australian Junior Magic Championships of Magic, and other ideas.

Practical Matters
All these things must be considered so we can guide you to the perfect venue for your show: Does your show need a raised stage? Wings? Video support? Music? Curtains? Does it involve illusions needing a lot of floor space? Can the show only be viewed from the front? Is it a close up show perfect to be performed at a table?

Hub or Satellite?
When looking at your show think about both the staging requirements as well as the ability of the venue to attract an audience. Take a look at the pros and cons of Hub Venues vs Satellite Venues in the next section.

Show Length
Generally shows in our Hub run no shorter 40 minutes and no longer than 60 minutes. Shows produced at Satellite venues can be of various lengths – speak to your venue about your options!

Know Your Audience
It’s important that you consider who you are designing your show for. Is it a show for kids, the whole family, or strictly adults only? What age group is it going to be most suitable for: 0-5, 5-9, 9-12, 12-15, 15-18, 18+? How many people do you think you can attract per show? 40, 80, 100… 250?

Mentorship
If this is your first time producing a show at the Melbourne Magic Festival, we strongly suggest you get in touch with an experienced producer who will be able to mentor you through the process. Several magicians in the MMF Producers Facebook page have offered their services – some free, some at a fee – make sure you are a part of our online community and don’t be afraid to ask a LOT of questions!

Not Ready For A Full Show Yet?
There are many opportunities to perform at the MMF, whether it be a short ten-minute act or even just a single trick. If you’d like to participate in our free performances in Magic Central, or any of the other open shows we produce, contact Tim Ellis for more information.

We also have an extensive Volunteer Program for those keen to support the Festival in other roles like ushers, stagehands, and general assistants. If this sounds like you, then contact Tim Ellis and he’ll pass your details on to the Volunteer Co-ordinator.

A Hub or a Satellite Venue

Would you prefer to present your show in one of our Hub venues (Arts Centre Melbourne from June 28 to July 3), Melbourne Spiegel Haus or The Hellenic Museum (July 4 to 10) or in any Satellite venue (from June 28 to July 10)? (For more info, see Chapters 3 and 4)

Benefits of both Hub & Satellite venues
– Listings on the MMF website and the MMF printed program
– Assistance in getting your show mentioned in the media through the MMF ad campaign.
– Flyers, posters, and other promotional material allowed to be displayed in Magic Central.
– Promotion on the MMF Facebook page, social media, and the MMF website www.MelbourneMagicFestival.com
– Up to three Producer Passes admitting you free to most MMF shows. (Subject to seating availability)
– Use of and access to the online ‘Producer Resource Page’ on the MMF Website and the MMF Producers Facebook Page.

Benefits of Hub venues
– Many include audio visual facilities.
– AV technician in ACM and MSH.
– Scheduled Technical Rehearsal.
– One poster printed and displayed on the MMF giant poster wall.
– Multiple posters displayed in the relevant Hubl.
– Flyers distributed through all Hubs.
– Use of a dressing room.
– Ushers to help supervise lines and a Front of House manager to supervise audience seating.
– Specific Ticketing system for ACM and MSH. Your choice for HM.
– QR code bookings for in person sales.
– Marketing Team exclusively promoting the Hub events.

Benefits of Satellite venues
– Satellite Venues can use any ticketing service they choose.
– Many have extensive emailing lists.
– Often, you will have the advantage of being the only magic show in that venue all year

What do you need to provide?

As a Producer you will need to provide:
– Performances in the venue you booked at the times and dates you agreed to.
– Names of all your staff requiring Producer Passes and names of any additional staff or crew working with you at the Hub.
– High resolution promotional images for us to supply to the media.
– Photos, art, text by the required deadlines.
– Any publicity or media opportunities to promote your show need to be cc’d to the MMF Team.
– Fully completed MMF Application Forms including confirmed show name and all associated documentation required.
– All payments by due dates.
– Admission of Producer Pass and Golden Ticket Holders to your performances, as outlined in the Ticketing Guide (Chapter 5).

Important Dates

2026
November 1          Applications open

December 31        Applications close and offers sent out

2027

January 20          Deadline to accept HUB Offers

January 31       Deadline for Hub Contracts to be signed, returned & Rego Fee paid

January 31          Last chance to get PR into magazines and time to promote to school holiday groups

January 31          Satellite Applications close

March 20             Deadline for all copy and images to be received for web and programme

April 18                 MMF Presale begins (All participating show 20% off)

April 30                 Deadline to pay Satellite Fee

May 7                   MMF Presale ends

May 8                   All shows on sale

May 30                 Deadline to pay FULL PRICE HUB venue hire fee & Satellite Fee

June 20                Deadline for HUB Poster art to be received for Poster Wall Display

June 28 to July 10 – The 2027 Melbourne Magic Festival

August 10             Payments concluded

November 1         Applications open for the 2028 MMF

Renewal

The theme of this year’s Festival is REBIRTH, so we really want to take a fresh look at our art form. It’s time for us to strip back our art to discover what really makes it tick, then rebuild afresh from there.

Try something brand new – and see if it flies.

Join us at our ‘Magicians At Work’ sessions at Arts Centre Melbourne to brainstorm your ideas with us and allow our hive mind to help your creativity soar.

Unleash your imagination and let magic do the rest.

Tim@MelbourneMagicFestival.com

Commitment to Inclusiveness

A Safe Place To Play
No one should feel unsafe while taking part in MMF.

We are committed to providing an environment that is free from all forms of discrimination, harassment, sexual harassment, bullying and victimisation.

If you witness or experience any of this, please report it to an MMF team member immediately.

Assemble Your Team

Director
They are the creative who helps bring the vision of the show to life, working with all the other creatives (performer, designers, producers, etc).

At the very least, get someone in to help you create the show as an “outside eye”, then have them watch each rehearsal and give notes. This is invaluable and will really improve your show quickly. They can assist you in creating and shaping your show and bringing your vision to reality. (You should also review a video tape after each rehearsal and make your own notes.)

Contact us for a list of potential Directors to get you started.

Technician
The ACM & MSH venues come complete with someone to operate your lights and/or sound. However, if your show has a lot of complicated cues, it may be wise to provide someone to sit with the technician and “call” the show.

Video Operator
Consider placing a static video camera on a tripod to record each of your shows or, better still, have a friend sit with the camera and film your show. If you prefer, you are welcome to hire a professional to film your show.

PLEASE NOTE: You MUST notify the MMF of any type of filming in writing at least 24 hours prior. If the public see cameras with no explanation, they will assume its ok for them to film too.

You will also need to display signs at the entrance of your theatre announcing that this show will be filmed. Otherwise, any footage you get containing audience members may not legally be usable.

Talk to us for more information.

Stagehands
Even if you don’t have a lot of props, it’s always good to have at least one other person to assist with your bump in and bump out, to help you backstage during the show, to open and close curtains, to place sensitive props on stage, to gather last minute items or to deal with technical emergencies that might occur during the show. Please make sure you have enough stagehands organised well in advance of your show dates.

DO NOT ask MMF Volunteer Staff to assist you in any way during your show or during your show set up or bump out.

Other Creatives
If you want to make you show really stand out, consider additional performers, choreographer, costume designer, set designer, lighting designer, music composer, or a script writer.

Dane Certificate is an excellent music composer, having written for several Magic Shows including THE MAD HATTER and THE MAGIC BOX. He is also very fast, affordable, and if you use his music you don’t need to get an APRA Permit.

Contact us for his details.

Promoters
These are the most important helpers of all. They will spread the word about your show in many ways including: contacting the media, handing out flyers, putting up posters (in legal areas only, please), distributing stacks of flyers to cafes, restaurants, gyms etc and approaching schools, social and sporting clubs to encourage group bookings. You may wish to team with a charity and donate a percentage of ticket sales in return for them promoting your show through their networks.

Marketing Gurus
Once your show is set, you need to tell everyone about it. Consider adding to your team a publicist, graphic designer, press release writer, social media influencer, or a VIP Guest co-ordinator for your opening night.

Previous Shows

One of the best ways to test your ideas is to perform a test run in front of a supportive audience. You may have a small part of your show that you can workshop at an AIM Magicians at Works session or perform on a Magicians At Work Show. You may prefer to rent a small space and run an invitation only preview show a few weeks before the Festival.

The main thing is that you’re not trying this out for the very first time on opening night.

Accessibility

Don’t let anyone miss out on the magic!
There are many people who don’t usually get to enjoy magic shows for many different reasons. We strive to make the Festival Hub as physically accessible as possible, but you can also make your own shows more accessible by offering one or more of these experiences during your season.

Audio Description enhances the live theatre experience for people who are blind or have low vision. Through the use of a small radio receiver and a free, easy-to-use headset, audiences can listen to a description of the visual aspects of the performance during appropriate breaks in the dialogue.

Relaxed Performances are designed to create a safe and welcoming environment for patrons with learning difficulties and/or sensory and communication challenges. There is a relaxed attitude to noise and movement, often small changes are made to the lighting and sound effects, and audience members can be invited to enter and exit the venue throughout the show.

Auslan Interpreting – Auslan is the language of the Australian Deaf community.

Music Use and APRA

For our first 13 years The Melbourne Magic Festival has done what no other Festival has done and paid the APRA license fees for all producers and performers at the Festival.

Unfortunately, this process has become too time consuming for our very small volunteer staff. We request that you look after your own Music Licensing for your show, just as you would do in the Melbourne Comedy Festival, Adelaide Fringe etc.

To do this, go to https://onemusic.com.au/licences/events/ and download the Information Guide, then complete the Application Form.

When you fill out your MMF Application Form, you will be asked to provide your Music License.

If you have any questions relating to APRA, OneMusic Australia or the use of music in your show, please contact our MMF APRA Volunteer Liaison Peter Nguyen peter.nguyen.magic@gmail.com

APRA – The Australian Performing Right Association.
They represent over 111,000 members who are songwriters, composers and music publishers. They license organisations to play, perform, copy, record or make available their music, and then distribute the royalties to their members, and to international affiliate societies who then pay their members.

Your show will be licensed by OneMusic Australia under a Special Purpose Featured Music Event, a type of ‘Event license’. Contact OneMusic Australia and they will determine your APRA and PPCA (Phonographic Performance Company of Australia) fees at the same time.

If you use any music in your show you most likely need a license.

EXCEPTIONS
The only exceptions are: If you are using original music written specifically for your show, or you are using copyright free music. (Even then, it’s best to double check that it really is copyright free!).

APRA FAQS  Click Here

Acknowledgement of Country

An Acknowledgement of Country is significant protocol for First Nations people. It is a way for everyone to practice cultural awareness and respect for all Aboriginal and Torres Strait Islander peoples, and their ongoing practice of culture and connection to country.

It’s important to consider how you’ll make an Acknowledgement of Country at your show, so here is a useful resource to help you out. Check out this website from Common Ground for more information, including some great example Acknowledgements of Country you can use as a starting point.

You’re welcome to use your own words and go into more detail, but may we suggest the following:

“I’d like to begin by acknowledging the Traditional Owners of the land on which we meet today. I would also like to pay my respects to Elders past and present.”

If you find yourself in a fix at the very last minute, the FOH Team usually has a few printed copies of Acknowledgement of Countries on hand that you are welcome to use.

Public Liability Insurance

Public Liability Insurance can help protect you if you’re found to be legally responsible for personal injury of others or property damage during the running of your show.

You MUST have your own public liability cover in order to perform at The Melbourne Magic Festival. You are welcome to use any insurance company you choose, but we recommend getting year-round coverage with Duck for Cover, Entertainers Group Inc.

Public Liability Insurance does not cover you (or your cast) for injuries during rehearsals or performance, for cancelled performances, loss of income, damage to equipment for example. It’s purely to cover the public during your event.

There are other types of insurance which cover these aspects (things like Personal Accident Cover, Performing Equipment Cover, Professional Indemnity Cover). These can often be bought as a package or as add-ons to your policy.

www.duckforcover.com.au

Awards

This year there are four awards presented by The Melbourne Magic Festival:

Best Children’s Show – All shows in the category ‘Children’s Show’ are automatically in the running for this award. Our Jury Members will watch each show and their results will be tallied.

Best Newcomer – This award is for first time producers at this years MMF.

Ron Dorre Video Award – Please submit your promotional video to Tim@MelbourneMagicFestival.com for consideration for this award.

Director’s Choice – Every show in the festival is in the running for this award.

ADDITIONAL AWARDS which are presented irregularly include:

Magician’s Choice Award – when the magicians of the MMF vote on who has gone above and beyond in their service to the Festival in any given year.

The Doug Tremlett Award – presented by Anthony DeMasi to any magician he feels has the potential to benefit from a year of free mentoring.

The Nick Morton Award – presented by Anthony DeMasi to any magician he feels has outstanding potential in the area of mentoring.

The Arthur Coghlan Award – presented by Helen Coghlan to any magician she feels has taken the art to a new level.

Frequently Asked Questions

CAN I USE FIRE OR SMOKE IN THE HUB VENUES?
Use of fire or smoke is only allowed in MSH.

DO I HAVE TO ATTEND THE HUB PRODUCTION MEETING?
Leading up to the festival there will be one production meeting at the Hub. This will be about the venues and your technical requirements. It will be well worth putting the time aside to attend.

CAN I HAVE UNDER 18 CAST & CREW?
Absolutely! But any performers or crew in any shows under 18 years of age, must have completed and submitted an MMF UNDER 18 FORM

WHERE DO I GO WHEN I ARRIVE AT THE HUB?
Any performers or crew arriving in the Hub for the first time MUST check in with the MMF Production co-ordinator before going to their venue or bringing any props into the building. No exceptions!

IS THERE ANY PROP STORAGE AREA IN THE HUB?
There is limited space at each hub for storage of props. Do not leave valuables at the hub overnight. Once your season is over you must bump your equipment and costumes out ASAP as we will be billed penalty rates if we don’t leave the venue in perfect condition and on time on the last day. If your show involves large items these must be explained in detail on the application form so that we can ensure every show has enough space.

WHO DO I TALK TO AT THE HUB?
There will be an MMF Production co-ordinator on site at each Hub at most times. This is who you go to ask any questions. Do not ask venue staff as it is not their problem.

I FOUND A POTENTIAL SPONSOR! WHAT NOW?
If you have someone in mind who you think would like to sponsor your show or the MMF as a whole, you should contact Tim Ellis directly for assistance in preparing an effective sponsorship document.

IS THERE A DRESSING ROOM ETIQUETTE?
Please try to keep these areas clean at all times. Fish and chips or pizza are not to be eaten in the dressing rooms at any times (due to the lingering smell). Do NOT spread your gear further than you need to. Be considerate that it is a shared space others need to use as well. Nobody is to be admitted into the dressing room or backstage area without a Producers Pass. Not even to take selfies after the show.

DO I HAVE TO TEST & TAG MY GEAR?
All electrical equipment being brought into any Hub for MMF must be tested and tagged. Tagging can be arranged for a small fee.

WHERE CAN I PUT MY POSTERS UP?
No posters or signs are to be put up in the Hub by anyone other than the MMF staff.

CAN I USE THAT TABLE IN MY SHOW?
No hub furniture is to be removed and used as props in shows without clearing it first with MMF Production Staff.

WHAT DO I DO IN MY TECH RUN?
When you book a space in the Hub, you will also be allocated a ‘Tech Run’. This is not to rehearse your performance, or bump in. We assume your show is already fully rehearsed and ready to perform. We also assume you will bump in your props, park your car and settle in long before your scheduled Tech Run. This is time for you to set your props in the space, and go through lighting, audio and/or video cues with your technical staff. If you decide not to have a tech run or for some reason cannot attend your scheduled tech run, please contact your technician and inform the MMF leadership at least 24 hours ahead of time as a courtesy.

WHERE CAN I PARK?
No Hub has any free parking, but some offer discounted staff passes. Check with your relevant MMF contact.

All Hubs are VERY accessible by public transport, and there are a lot of parking stations within walking distance, or via a quick trip on the free city tram.

The MMF Team

Festival Director
Tim Ellis

Marketing and Social Media Volunteer 
Mauri Pina

Sponsorship Coordinator
Tim Ellis

Artist Liaison
Tim Ellis

Guest Act Coordinator
Tim Ellis

Stage Gala Producer
??

Close Up Gala Producer
??

Awards Show Producer
??

Guest Lectures Co-ordinator
Tim Ellis

Media Liaison
Tim Ellis

APRA/One Music Liaison Volunteer
Peter Nguyen

Australian Junior Championships Co-ordinator
??

Website Developer
Nexist

Webmaster
Tim Ellis

Printed Program Producer
Tim Ellis

Book Keeper
Sue Moss

Poster Design
Laura Penwell

Board of Advisers
Joshua Cowie, Eugene Wong, Dave Cairns, Lee Cohen

The MMF Team is constantly changing and we express our unending gratitutde to those who have worked with us in the past and will work with us in the future to deliver a truly magical experience to the people of Melbourne every winter.

Arts Centre Melbourne

The Week One Hub for 2027 is Arts Centre Melbourne with the main venue being The 370 seat Fairfax Studio. Week One runs for from June 28 to July 3, and there will only be 25 performances in The Fairfax Studio including The MMF Stage Gala Show. For 2027, the ACM will have a say in curating which shows will be offered a spot in their venue.

THE

THE FAIRFAX STUDIO GENERAL INFORMATION – Click here

THE FAIRFAX STUDIO SEATING PLAN – Click here

The Fairfax Studio

When Guests Arrive at The ACM Hub

On Arrival
– When you enter from street level you will be greeted by our ACM FOH Staff.
– They will direct you downstairs where you will enter our foyer area known as MAGIC CENTRAL.
– We plan to have strolling magicians and ticketed Close Up Magic Shows in this area throughout the week.
– We also hope to be able to have a number of small rooms in action featuring specialised Micro Shows.

CLICK THE LINK BELOW FOR VENUE INFO
The Fairfax Studio

The Empire Theatre at Melbourne Spiegel Haus – 150 seats

AVAILABLE DATES: This venue will be available from July 4 to 10 at selected times during the day and evening.

SPIEGELTENT STYLE VENUE
This venue seats up to 150 guests. In 2026 it was home to The Kids Magic Gala Show, and The Magic Pyjama Party. We also held our 2026 MMF Launch Event in The Empire.

MERCHANDISE: You are welcome to sell before or after.

DRESSING ROOM: You will be using the MSH dressing room which is a 30 second walk away.

TECH: This includes basic lights, audio and a tech operator.


CLICK THE LINK BELOW FOR VENUE VIDEO WALKTHROUGH:
The Empire Theatre

Theatre – Venue Rental Details
– 70/30 door split. Deal directly with the venue and use their ticketing system.
MMF Registration Fee – $80 per performance.

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The Spiegel Tent at Melbourne Spiegel Haus – 380 seats

AVAILABLE DATES: This venue will be available from July 4 to 10 at selected times during the day.

SPIEGELTENT STYLE VENUE
This venue seats up to 380 guests. In 2026 it was home to The MMF Awards Show.

MERCHANDISE: You are welcome to sell before or after.

DRESSING ROOM: You will be using the MSH dressing room which is a 30 second walk away.

TECH: This includes basic lights, audio and a tech operator.

Theatre – Venue Rental Details
– 70/30 door split. Deal directly with the venue and use their ticketing system.
MMF Registration Fee – $80 per performance.

The Slydini Showroom – 40 seats

PARLOUR MAGIC VENUE – Last year it was the Close Up Gallery
This is a flexible Parlour Magic style venue seating up to 40 guests. In 2025 it was home to Conjuring College, Dane Certificate’s Imagination, Close Up Tragic, and Escaping Reality.

DRESSING ROOM: You will be using the shared dressing room. (See FLOOR PLAN OF ARROW HUB)

CLICK THE LINK BELOW FOR VENUE VIDEO WALKTHROUGH: 
The Slydini Showroom

Slydini Showroom – Venue Rental Details
This is our Parlour Magic venue seating up to 60 guests.
– Room size:3×6.9m
– Stage size: 7m wide and up to 3m deep. No wings but you can enter from behind the backdrop. BYO close up table.
– Backstage space: Reasonable amount of space behind the backdrop.
– Dressing room: Shared
– Audio: No sound system.
– Lighting: Very basic.
– Video: No video in this room.
– Tech Operator: No tech operator provided.
– Tech Run: 1 hour.
– Seating: Can be varied to suit your show anywhere from 40 seats with everyone seated. A mixture of regular seats and stools in the back rows with some MMF risers at the very back.

MMF Registration Fee – $150
MMF Administration Fee – $30
MMF Ticketing Fee (paid after MMF) – $3.50 per ticket (no charge for comps)
VENUE HIRE – PER DAY DAY SHOWS – If available – $230 per show if paid by May 30 ($180 if paid by April 30)

VENUE HIRE – PER DAY NIGHT SHOWS – If available – $250 per show if paid by May 30 ($200 if paid by April 30)

VENUE HIRE – PER WEEK DAY SHOWS- 5 sessions – $780 ($156 per show if paid by May 30) $650 ($130 per show if paid by April 30)

VENUE HIRE – PER WEEK NIGHT SHOWS- 5 sessions – $880 ($176 per show if paid by May 30) $750 ($150 per show if paid by April 30)

VENUE HIRE – PER SEASON DAY SHOWS – 12 sessions – $1,872 ($156 per show if paid by May 30) $1,560 ($130 per show if paid by April 30)

VENUE HIRE – PER SEASON NIGHT SHOWS – 12 sessions – $2,112 ($176 per show if paid by May 30) $1,800 ($150 per show if paid by April 30)

The Close-Up Gallery – 20 seats

CLOSE-UP MAGIC VENUE
This is our dedicated Close Up venue seating up to 20 guests. In 2025 it was a dressing room!
DRESSING ROOM: You will be the shared dressing room.  (See FLOOR PLAN OF ARROW HUB)




The Close-Up Gallery – Venue Rental Details
This is our Close-Up Magic venue seating up to 20 guests.
– Room size:3×6.9m
– Stage size: Not applicable. We will provide a close up table or you can use your own.
– Backstage space: None.
– Dressing room: Shared
– Audio: No sound system.
– Lighting: Very basic.
– Video: No video in this room.
– Tech Operator: No tech operator provided.
– Tech Run: 1 hour.
– Seating: Can be varied to suit your show anywhere from 20 seats with everyone seated. A mixture of regular seats and stools in the back rows.

MMF Registration Fee – $100
MMF Administration Fee – $30
MMF Ticketing Fee (paid after MMF) – $3.50 per ticket (no charge for comps)
VENUE HIRE – PER DAY – If available – $100 per show if paid by May 30 ($90 if paid by April 30)

VENUE HIRE – PER WEEK – 5 sessions – $425 ($85 per show if paid by May 30) $325 ($65 per show if paid by April 30)

VENUE HIRE – PER SEASON – 12 sessions – $1,020 ($85 per show if paid by May 30) $780 ($65 per show if paid by April 30)

Magic Central – Custom Venue: 3pm & 9.30pm only

Magic Central – Venue Rental Details
This is our mixed use venue seating up to 80 guests.
– Room size: Based in Magic Central.
– Stage size: Tables.
– Backstage space:
– Dressing room:
– Audio: No sound system.
– Lighting: Very basic.
– Video: No video in this room.
– Tech Operator: No tech operator provided.
– Tech Run:
– Seating: Can be varied to suit your show with regular seats around the tables.

MMF Registration Fee – $100
MMF Administration Fee – $30
MMF Ticketing Fee (paid after MMF) – $3.50 per ticket (no charge for comps)
VENUE HIRE – PER DAY DAY SHOWS – If available – $230 per show if paid by May 30 ($180 if paid by April 30)

VENUE HIRE – PER WEEK DAY SHOWS- 5 sessions – $780 ($156 per show if paid by May 30) $650 ($130 per show if paid by April 30)

VENUE HIRE – PER SEASON DAY SHOWS – 12 sessions – $1,872 ($156 per show if paid by May 30) $1,560 ($130 per show if paid by April 30)

Magic Central – Foyer and Bar

Magic Central is our foyer, bar and magic shop in the lower ground level of The Arrow Hub. It is the place where guests mingle before and after seeing shows. It opens approximately an hour before the first show of the day and closes about 30 minutes after the last show ends each night.

CLICK THE LINK BELOW FOR VIDEO WALKTHROUGH OF MAGIC CENTRAL 
Magic Central

In Magic Central
– Information Desk
– Magic Shop
– Bar at night and snack shop during the day
– Self hosted activities like giant Jenga, Skee Ball and Connect 4
– Posters of all of the MMF shows adorning the walls and the staircase
– Video clips of different shows projected on the wall
– Flyers for all of the MMF shows freely available
– A sessioning table where magicians can jam or do short performances to promote their shows
– Interactive Instagram photo opportunities.



ABOVE: The Magic Universe shop is in action during the daytime sessions.



ABOVE: Front of House Manager Carla is at the Information Desk and prepared for anything.



ABOVE: The outer web hangs in the ceiling where guests can post instant reviews of the shows they’ve just seen.



ABOVE: When At The Table is not a venue, it is used to keep guests entertained between shows with Random Acts Of Magic.

ABOVE: The MMF Poster Wall featuring the shows on at The Hub.



ABOVE: Producers can bring their own pull ups to display in the foyer area.




Image by Andrea Mtz



Image by Andrea Mtz


ABOVE: Skee Ball, added in 2024, was very popular

Hub Schedule June 29 to 11, 2026

DAYTIME SESSION

EVENING SESSION

Arrow Hub – Frequently Asked Questions

Be aware of time restrictions. We are presenting over 130 shows in this one venue between June 29 and July 11. As with most festivals, you have and extremely short bump in and bump out time, and you must be extra conscious of the performers who are following you. Be ready for the ushers to admit your audience 5 minutes before your scheduled start time (15 minutes in the Houdini Theatre) and make sure you finish within your allocated time slot.

If you have a complex set up – try to choose the first timeslot of the day or night to give you more time.

If your show is 50 minutes – don’t try to squeeze it into a 45-minute time slot, request a 60-minute slot if there is one available in your preferred venue, (or trim 5 minutes).

When choosing a venue, think about what your show needs and how it can be best presented:
– Grand Illusions and big props – Houdini Theatre.
– Cabaret style magic where everything happens above the waist – Cardini Cabaret.
– Parlour Magic – The Slydini Showroom.
– Close Up Magic at a table – The Close-Up Gallery.

If this is your first show at MMF – can you really fill the 260 seats of The Houdini Theatre, or are you better off choosing a smaller venue and sell that out first?

Does your show require video projection? The Houdini Theatre is the only venue which includes that. The others are not ideal for video, but you are welcome to bring your own set up and try it. But be aware it adds an extra degree of difficulty to your show.

There is no sound system in The Close-Up Gallery – so if you need one, plan now, don’t try to borrow one at the last minute.

There are tables at Arrow, but they are not great, and they are not our property. Please BYO tables and stage furnishings. Your show will look so much better as a result.

– Leave it as you find it – If you use confetti or glitter, clean or vacuum the stage immediately after your show as a courtesy to the next performer. (BYO vacuum cleaner!)
– No entry into the venue out of hours without an MMF FOH staff member admitting you.
– Security. Take your valuables home (we do our best to secure the venue but do not take any responsibility for any lost or stolen items).
– Be on time and ready for bump ins and tech rehearsals.
– Tech Run Sheets must be provided in advance for the Houdini Theatre and Cardini Cabaret.
– We do not tolerate or condone any form of discrimination, harassment, sexual harassment or bullying in any of our venues.
– No Fire or Smoke anywhere in the Hub.
– Acknowledgement of Country (see Chapter 2: Festival Guidelines).

How To Get To The Arrow Hub

– Onsite parking (and the Arrow Loading Bay) is available and easily accessed through Cardigan Terrace.
– For a full guide of street parking and parking stations near Arrow CLICK HERE
– The following transport lines have routes that pass near Arrow On Swanston
– Bus: 200, 207, 220, 251, 302, 350, 546, 605
– Train: ALAMEIN, BELGRAVE, CRANBOURNE, HURSTBRIDGE, LILYDALE, MERNDA, PAKENHAM, SUNBURY
– Tram: 1, 16, 3-3A, 67, 72

Satellite Venues

Producing a show at a satellite venue allows you to be a part of the Melbourne Magic Festival, while having the flexibility of being in a venue that perfectly suits your show. Satellite venues are expected to agree to the Festival Terms and Conditions to participate, but the final agreement is between the producer (or artist) and the venue, NOT the Melbourne Magic Festival.

Some of the Satellite Venues keen to host Melbourne Magic Festival events are listed in this chapter.

There are many other venues around Melbourne interested in hosting Melbourne Magic Festival shows and events. If you have a show but can’t find a venue, call Tim Ellis on 040 88 62442 and let’s chat.

FEES
The only fees you pay to MMF to produce your show at a Satellite Venue (and be promoted on the MMF Website and in the printed program) is a registration fee of $80 per performance or $200 per 5 performance season. ($50 per show at The Laneway Theatre).

There is no administration fee for Satellite Venues.

Tim@MelbourneMagicFestival.com

The MC Showroom – Prahran

Level 1, 48 Clifton St, Prahran
www.themcshowroom.com

80 seat theatre available as exclusive hire or through flexi-share rates. Stage 8800mm x 4500mm.

MC SHOWROOM TIPS FROM JO CLYNE – CLICK HERE
Satellite Venue – Guide to The MC Showroom

The Magic School of Confidence – Malvern

161 Waverley Rd, Malvern
www.MagicSchoolOfConfidence.com.au

60 seats ideal for lecture or workshops

Ballers Clubhouse – Melbourne CBD and Carlton

175 Elgin St, Carlton and 2 Coverlid Place, Melbourne
https://www.ballersclubhouse.com.au/

Various size spaces. Comedy club vibe.

Speak to Liam Jumpertz and he will put you in touch with our contact.

Storyville – Melbourne CBD

185 Lonsdale St, Melbourne
www.StoryvilleMelbourne.com.au

80 seat theatre available.  Entire venue decorated in a storybook fantasy theme

Speak to Tim Ellis and he will put you in touch with our contact.

Viva – North Melbourne

Cnr Lygon and Victoria St, Carlton

https://vivamelbourne.com.au/

State of the art theatre with luxury seating and food to your table.

Speak to Liam Jumpertz and he will put you in touch with our contact.

The Flemington & Kensington Bowls Club – Flemington

407-411 Racecourse Rd, Flemington 

https://flemkenbowls.com.au/

The home of Top Hat Mondays.

Speak to Davide Kaufmann for details.

Emulation Hall – Canterbury

3 Rochester Rd, Canterbury

https://www.facebook.com/emulationhall/

Speak to Tim Ellis and he will put you in touch with our contact.

Ticketing Systems

Ticketing for The Arrow Hub
If you are in our Arrow Hub, your ticketing will be run through TryBooking. After many extensive discussions with major ticketing agencies, we have found TryBooking to be the service best suited to our needs. They will also make the MMF a feature even on their main page – which attracts over 1 million unique visitors every month! Over 100,000 event organisers use TryBooking, and the platform powersmore than 20,000 events per week.

They offer low fees. Just 50c per ticket and 2.5% credit card processing fee, they accept Visa, MasterCard, Amex, PayPal, Google or Apple Pay, they give great customer support and best of all you get to keep all of your customer data to add to your database so that you can let them know about future events.

Through TryBooking you will:
– Be able to set up your own ticketing.
– Issue discounts at your own discretion.
– Issue complimentary tickets at zero charge.
– Have complete control of your box office income.
– And MMF will be able to keep accurate tabs on sales.

If you haven’t used TryBooking, you can read more about them by Clicking Here

Ticketing for Satellite Venues
If you are producing a show at a Satellite Venue, you can use any ticketing service you like. Most venues are affiliated with a particular service, so speak to your venue to learn how they handle ticketing. Shows produced at Satellite Venues do not pay an MMF fee per ticket, instead producers pay a single flat Satellite Venue Fee.

Ticket Types & Prices

MMF Ticket Types
For consistency throughout the Festival, you must use these tickets and their definitions in your booking system.

A = ADULT
Any guests aged over 17.

CH = CHILD
Guests aged between 2 and 7 (under 2 free if they sit on a parent’s lap).

CO = CONCESSION
Guests holding Government issued Concession Card, Seniors, Full Time Students, or Healthcare Card.

F = FAMILY OF FOUR
2 Adults and 2 Children, or 1 Adult and 3 Children.

G10 = GROUP OF 10+
If you purchase 10 or more tickets for any show in one transaction, you are entitled to purchase Group tickets.

G20 = GROUP OF 20+
If you purchase 20 or more tickets for any show in one transaction, you are entitled to purchase Group tickets

CC = COMPANION CARD
The Melbourne Magic Festival Hub honours the Companion Card scheme. When a guest buys one regular ticket, if they have a government issued Companion Card they can also purchase this ticket at no charge for their companion to assist them in attending the show. The guest must present their COMPANION CARD when they enter the MMF.

DISCOUNT TUESDAY
All tickets at just $18 on Tuesday.

DISCOUNT CODE WORD
Some shows offer between 10% to 50% off if you use the right code word when booking.

COMP = COMPLIMENTARY TICKETS (Comp Tix)
Free tickets issued by the producer to reviewers, VIPS or contest winners.

NOTE: You are only allowed to give away a maximum of 20% comps. For example, if you have 500 tickets to sell, then you can only give away 100 of those tickets as comps. Anything above 20% will be charged an MMF ticket fee of $3.50 per comp, but there will still be no TryBooking fee.

Sample Ticket Prices from 2025
We offer these prices as an indication only. If you feel the need to charge more or less, it’s entirely up to you. Some people prefer a “one price fits all” at $10 or $15 per person, though be aware that this may result in some customers arguing that “kids should get in cheaper”.

Child/Concession – $20-23 (Daytime) or $22-30 (Evening)
Adult – $25-26 (Daytime) or $25-40 (Evening)
Family – $78-85 (Daytime) or $80-100 (Evening)
Group of 10+ – $18-20 (Daytime) or $21-25 (Evening)
Group of 20+ – $15-17 (Daytime) or $10-20 (Evening)

REFUNDS & EXCHANGES
Please familiarise yourself with the new MMF Policies (now in line with Melbourne Fringe and other Festivals) which can be found here

You can post a link to this page on your TryBooking page so that when customers call requesting to change their tickets because their child doesn’t feel well, you can point them to this policy.

If they want a REFUND, our official policy is now “No”. Though you can use your discretion if you decide to over ride that and say “Yes:.

If they want an EXCHANGE, and it is more than 24 hours out, our official policy is “If it is possible, yes”. Again, you can over ride this policy if you wish.

How to use TryBooking

Your TryBooking page is your most visible and most important tool you will use to sell tickets to your show. The MMF website will link directly to it, so make sure it has great images, great text, and great video content. If you have any trouble setting it up, we are here to help you – just reach out.

How to use TryBooking
– Go to www.trybooking.com and click on Create Seller Account in the upper right corner.
– Fill out the details and create your account.

Create An Event
1 – First, go to this page on ’How to set up a new event’
2 – Let us guide you through the steps as you go:

Step 1: Event Details
Event Name: The title of your show.
About: A brief explanation of what the show is and what the attendees should expect.
IMPORTANT: When writing the text for your Trybooking page, in order to keep the same layout with all MMF Shows, please begin with the following two lines (but use the relevant details for your show – if no warnings, just include the first line).

45 minute FAMILY show suitable for Ages 12-18+
WARNINGS: Suicide Themes and Strobe lights

Name, Phone Number, Email Address: Contact information which your customers will use to get in touch with you if they need to move or cancel their booking.

Step 2: Venue Details
Select Create New Venue
Name of Venue: The name is: Arrow on Swanston: Name of Theatre
Address: The address is: Arrow on Swanston. 488 Swanston St, Melbourne, Vic, 3000
Show a map link: Check the box so a map will display.
Allocation Type: Please select (Space) General Admission.
Number of attendees: Enter the seating capacity for your venue based on how many seats you intend to sell at each session:
– Houdini Theatre : between 200 and 260
– Cardini Cabaret : 80 at night, or 100 during the day with kids sitting on the floor.
– Slydini Showroom : 40.
– The Close-Up Gallery : 20.

Step 3: Session Times
Click Add Session.
Double check the Time is displaying the correct Timezone for Melbourne (UTC+11 Australia/Melbourne)
Click Add Multiple Session Times
How often does your event occur? Select Daily.
When Does Your Event Occur? Enter first session date. (Example: Tuesday July 8, 2025). Then enter the start time of your session. Then enter the end time of your first session.
Last Session Date. Enter the date of your last session. (Example: Saturday July 12, 2025)

When Can People Book For These Sessions?
Booking Start Date: Bookings to open on May 8 at 9am. (If you are doing the Presale, set bookings to open on April 18 at 9am).
Booking End Time: It is important to remember that some people will arrive late to your show and try to book a ticket even after the show has started. We recommend selecting ‘1 hour after session starts’.

Click SAVE

Now you will see a summary screen of the sessions so you can double check they are correct. Check this carefully. The most common mistake people make here is the wrong YEAR.

Should you wish to add further Session Times: Click Add Sessions and repeat.

Step 4: Create Tickets
Click on Paid when it asks, “Is your event free or paid?”
Select Create Ticket free or paid?”
Ticket Name/Description:
Please create the following tickets with these names and descriptions: (NOTE – obviously if your show is 18+, don’t create Child or Family tickets)
– Ticket name – Adult
– Group Ticket – do not check this box
– Description – Any guests aged over 17
– Available – Online Only
– Price: Enter the dollar value of the ticket.

– Ticket name – Child
– Group Ticket – do not check this box
– Description – Guests aged between 2 and 17 (under 2 free if they sit on a parents lap).
– Available – Online Only
– Price: Enter the dollar value of the ticket.

– Ticket name – Concession
– Group Ticket – do not check this box
– Description – Guests holding Government issued Concession Card, Seniors, Full Time Students, or Healthcare Card.
– Available – Online Only
– Price: Enter the dollar value of the ticket.

– Ticket name – Family
– Group Ticket – Check this box – then Good For will appear, type in 4.
– Description – 2 Adults and 2 Children, or 1 Adult and 3 Children.
– Available – Online Only
– Price: Enter the dollar value of the ticket.

– Ticket name – Group of 10+
– Group Ticket – do not check this box
– Description – If booking 10 or more tickets at the same time, each guest will pay this discounted rate per ticket.
– Available – Online Only
– Price: Enter the dollar value of ONE ticket, not TEN.

– Ticket name – Group of 20+
– Group Ticket – do not check this box
– Description – If booking 20 or more tickets at the same time, each guest will pay this discounted rate per ticket.
– Available – Online Only
– Price: Enter the dollar value of ONE ticket, not TWENTY.

– Ticket name – Companion Card
– Group Ticket – do not check this box
– Description – If you hold a government issued Companion Card check this box as well for a free ticket for your companion to assist you in attending the event. You will need to present your Companion Card on arrival.
– Available – Online Only
– Price: Enter $0.

– Ticket name – Complimentary Ticket
– Group Ticket – do not check this box
– Description – Complimentary Ticket
– Available – Online Only
– Price: Enter $0.

NOTE: We still have to do one more step to make the Group of 10+, Group of 20+ and Complimentary Tickets work. We will get to those in Steps 12 and 13. But don’t forget!

Includes GST: Check this box if you have entered in your ABN and you are registered for GST

Step 5: Add Images
Upload Hero Image: This is where you upload your 1280x720px Main Image. (You will also need to send this same image to us later for use on the MMF Website). Use the slider bar to zoom in or out on your image or click and drag the image to adjust the placement. Be aware that on larger screen sizes the height will be reduced to 487px (a.k.a. The “Safe Zone”). Producers should ensure that all important aspects of the hero image, like the title of the show or perhaps the face of the lead performer(s) should be within this zone in the middle of the canvas. This image is the same size you will need for your TryBooking page main image.



Upload Extra Images: (Optional) – Extra Images: Landscape format of 290 x 160px.

Upload Wallpaper Image: Don’t worry about this feature, it doesn’t really work.

Click Create Event and your event is published! But there is more to do…

Step 6: Send you Booking Link to the MMF
In the left-hand menu choose Event Promotion and click on Booking URL Information. Find the White Label URL and click on the box marked Copy and send that URL to Tim@MelbourneMagicFestival.com

Step 7: Add Terms and Conditions
Open your EVENT, look under ADDITIONAL  INFORMATION and click on TERMS AND CONDITIONS.

Add the following text into the text box.

REFUNDS
No refunds are available unless a performance is cancelled, re-scheduled or significantly re-located (and you cannot or do not wish to attend the re-scheduled or relocated event), or in accordance with the Live Performance Australia (LPA) Ticketing Code of Practice.

EXCHANGES
Exchanges are only permitted to another performance of the same event, subject to availability.

Any exchanges must be made at the original point of sale and will be subject to exchange fees.

Where an exchange is made to a less expensive ticket type or performance date, the price difference will not be refunded. Where an exchange is made to a ticket type or performance date of equal or greater value any additional cost plus the exchange fee must be paid at the time of the exchange.

Exchanges must be requested at least 24 hours in advance of the performance time.

COVID CANCELLATION POLICY
If, due to one or more of your group getting Covid and being unable to attend any MMF Hub show, you are able to cancel or reschedule your tickets at no charge up to 48 hours before showtime.

Step 8: Pump up your TryBooking page with extra content.
– Open your EVENT, look under BASIC INFORMATION and click on HOMEPAGE AND IMAGES.
– Click on EDIT HOMEPAGE INFORMATION.
– This opens up an html window where you can add additional text, additional pictures, and even video clips.
– ADD HEAPS MORE TEXT ABOUT YOUR SHOW – Follow the information carefully on this page and don’t delete any text in [SQUARE_BRACKETS], but by adding text (like bio info, more show details, or reviews) outside of these brackets, it will appear on your TryBooking page.
– ADD MORE IMAGES INCLUDING YOUR SHOW POSTER – Just click on the IMAGE icon and upload extra images or just add the URL of your image.
– ADD AS MANY VIDEO CLIPS AS YOU LIKE – Just click on the INSERT MEDIA EMBED icon and add the URL of your video.

Step 9: Add the MMF Tag to your event
By adding this tag, your event will be included when MMF shares all of its Hub events in different places and in media stories and listings across the internet. Follow the instructions HERE and add the tag MMF

Step 10: Add Team Members to your account
In your DASHBOARD, click on the words TEAM MEMBERS on the left hand side and add Tim@MagicUnlimited.com with the role Basic Access.

This feature enables other members of your show production team to log in and monitor ticket sales or even issue tickets themselves, depending on the level of permission you grant them.

Step 11: The Follow Up Email
This is a handy optional extra if you need to communicate important information to your guests as soon as they buy their tickets.

It’s an automated email sent to the customer immediately after completing their booking. You control the content, making it perfect for providing your customers with additional information about the event eg. what to bring, dress code, parking and travel guide to your venue etc.

NOTE: This has changed since last year. Click THIS LINK to learn how to set it up.

You can also Email Buyers
Another feature of the Follow Up Email is that you can schedule a different email to be sent out to guests at any time.

We strongly recommended you write and schedule a follow up email to your customers a few days in advance of your show to remind them they have purchased tickets.

Step 12: Group of 10+ and Group of 20+ Tickets
In the left-hand menu choose Ticketing and click on Price Group (Ticket Prices). You’ll see just Default Pricing Group, click on that.

You’ll see a grid display all of the tickets you’ve created. Click on Group of 10+. This will open a new page with tabs at the top: Tickets, Header, Limits, Capacity, Early Bird. Click on LIMITS.
– Limit Option: Limit Per Session Time
– Minimum: 10
– Maximum: up to you.

Click SAVE AND CLOSE, or SAVE then BACK. Now you should be back at the list of different tickets.

Select Groups of 20+. Click on LIMITS.
– Limit Option: Limit Per Session Time
– Minimum: 20
– Maximum: up to you.

Click SAVE AND CLOSE, or SAVE then BACK. Now you should be back at the list of different tickets.

Step 13: Complimentary Tickets 
While you are still on this page, let’s do Comp Tickets. Click on COMPLIMENTARY TICKETS and where you see a section headed STATUS, select HIDDEN. This means the ONLY person who can see the comp tickets will be you.

BUYING COMPLIMENTARY TICKETS – When you want to “buy” a comp ticket for someone, simply open up your dashboard, (do not select your event yet), in the left menu click on BOOKING AND REFUNDS and click on MAKE A BOOKING. Click on the name of the show, a booking window will come up and among the tickets you’ll be able to buy will be Complimentary Tickets. Select the number of tickets, enter the recipients details, press PURCHASE and the free tickets will be sent to your guest immediately.

Step 14: Discount Tuesday Tickets 
In the left-hand menu choose Ticketing and click on Price Group (Ticket Prices). You’ll see just Default Pricing Group, but we need to create a Discount Tuesday Price Group. So, click on ADD PRICING GROUP.

A pop up will appear where you add the name of the new pricing group (Discount Tuesday Price Group)

Then you will be at the Ticket Price page where you can add ticket prices. In addition to creating a DISCOUNT TUESDAY TICKET
– Ticket name – Discount Tuesday
– Group Ticket – do not check this box
– Description – All tickets just $18
– Available – Online Only
– Price: Enter $18

We recommend also creating a Companion Card Ticket
– Ticket name – Companion Card
– Group Ticket – do not check this box
– Description – If you hold a government issued Companion Card check this box as well for a free ticket for your companion to assist you in attending the event. You will need to present your Companion Card on arrival.
– Available – Online Only
– Price: Enter $0

And another COMPLIMENTARY TICKET
– Ticket name – Complimentary Ticket
– Group Ticket – do not check this box
– Description – Complimentary Ticket
– Available – Online Only
– Price: Enter $0.

(Follow Step 13 again)

Finally, you need to click on PRICING SCHEMA, in the left hand column. This brings up all of your shows by day.

You can then go to your TUESDAY SESSION and where is says DEFAULT PRICING GROUP, click on the drop down and select DISCOUNT TUESDAY PRICING GROUP instead.

Step 15: Presale Tickets
If you are doing the Presale, follow these steps carefully to set it up:

In the left-hand menu choose Ticketing and click on Price Group (Ticket Prices). Click on Default Pricing Group, scroll down to PROMOTIONS (DISCOUNTS) and click on ADD A PROMOTION.

– Promotion Discount Name: MMF Presale
– Promotion Discount Code: Amazing
– Percentage: Yes
– Value: 20
– Start Date: April 18, 2025
– End Date: May 7, 2025
– Auto Apply: No

Click SAVE AND CLOSE

Step 16: Promotion Codes and Discount Codes
These are not only a great way to sell tickets, but you can also use them to monitor where your sales are coming from by offering different codes to different groups or media outlets.

To set up a promotion or discount code, just follow the same process we used in Step 15 to set up the Presale Tickets.

Step 17: QR Codes
Would you like a QR Code you can use on posters and flyers to make it easier for customers to book. In the menu on the left click on EVENT PROMOTION and then BOOKING URL INFORMATION. You’ll find a downloadable QR Code ready made for you to use, compliments of TryBooking.

Step 18: Give the MMF Front of House access to your event for ticket scanning
From the dashboard of your TryBooking page, select the event (from Manage Events Overview)

On the sidebar, scroll down to ‘Other’ and select ‘Producer Access.’

A Producer ID is automatically generated, and you can select Password: magic2024

Select the Reports you’d like FOH to be able to access, if any (ie door lists)

Select ‘Producers can access scanning app.’

Save

Send Carla Sanchez carlam29@gmail.com and Tim Ellis tim@MelbourneMagicFestival.com the log in and password with the show you are producing.

Fees
TryBooking will automatically deduct 2.5% credit card processing fee from each booking as an inside charge and bill the purchaser 50c per ticket as an outside charge. There are no fees for complimentary tickets. YOU are in control of your Box Office, and can transfer your income from you TryBooking account as soon as your Melbourne Magic Festival season ends.

MMF will invoice each Hub Producer $3.50 MMF Fee per ticket (not including comp tickets, they are free of all fees) after the Festival has finished. This money is used to cover some of the running cost of MMF.

Questions?
For all questions about setting up your TryBooking ticketing page, please contact TryBooking Support on 03 9012 2460 or info@trybooking.com

Useful TryBooking Links

– How edit your homepage and add Additional Images to your listing
– How to add a video to your listing
– How to add custom fields to collect additional data about customers
– How to set up and use a Waitlist
– How to set limits for specific Ticket Types
– How to add a Donation button
– How to customise the look of your ticket
– How to resend tickets to a customer
– How to move a booking
– How to refund a booking
– How to be notified every time you sell a ticket
– Different ways to promote and share your event
– All the different types of Reports you can view and download

School Holiday Groups

Many daytime shows attract school holiday groups and excursions. With the average group being between 20-80 guests, it is a great way to fill your studio quickly. We recommend approaching as many school holiday groups (schools, YMCAs, sports clubs, councils, libraries, kindergartens, etc.) as far in advance as you can.

These guests will pay the Group (20+) price, but usually they expect teachers and supervisors to receive comp tickets.

Ideally, they would just book online but most don’t know how many kids they will be bringing until a week or two before the show, and all prefer to be invoiced after the event.

If a group estimates 27 tickets (including staff & kids), take 27 off your capacity. When they confirm they have 23 coming, add the 4 back to your capacity and invoice them immediately, as they take a long time to pay.

Notify the MMF Front of House Supervisor that you have a group coming for that session so we can prepare to meet and pre-seat them.

(Smaller groups of 10-20 should book using the Group Ticket (10+) option online). 

Advertising Ticket Prices

Your advertised ticket price must include all per-ticket fees charged by your ticket services provider online or at outlets.

EXAMPLE $15 Concession ticket plus per ticket booking fee of $0.50 means the ticket will be $15.50 for the consumer.

You must advertise this as $15.50 or, look at making your tickets $14.50 plus $0.50 booking fee and advertise them as $15.

You also need to note any transaction or ‘Outside Fees’ charged by your ticketing provider directly to the consumer in addition to your booking-fee-inclusive ticket price.

Check the LPA Ticketing guidelines Part D for more information.

What You Cannot Do

– You cannot sell tickets through GroupOn, ScoopOn, Living Social or any similar discount services.
– You cannot create a door list and admit guests without a ticket.
– You cannot pre-seat guests yourself. This is done entirely at the discretion of the Front of House Manager.
– You cannot spend your box office income before your season is completed. It is contrary to the LPA Ticketing Code of Practice and could expose you to financial and legal difficulties if for some reason you spend the money and then the performance is cancelled, leaving you without the box office income to be refunded to patrons as is required by law. You will also need this box office income after the Festival to cover your $3.50 per ticket MMF Ticketing fee if you are in the Arrow Hub.

Special Tickets

GOLDEN TICKETS 
In 2026, two Superfans will win a double pass which will admit them to any MMF show at any time. (Be prepared to add two extra seats).

VOLUNTEER PASSES
This will allow pass holders free admission to ANY MMF show, AFTER all guests are seated, but only if there are empty seats available.

PRODUCER PASSES
This will allow pass holders free admission to ANY MMF show, AFTER all guests are seated, and AFTER any Volunteer Pass holders are seated, but only if there are empty seats available.

Merchandise Sales

We have discovered the most effective way to sell merchandise and souvenirs is to have a sales table inside your venue at the exit. Be aware, you need someone at the table ready to sell immediately as people tend to leave the building as soon as the show finishes.

You can also enhance sales by drawing attention to the table during the show, or by giving away items to volunteers during the show and mentioning more will be on sale after the show, or simply mentioning you’ll sign “it” after the show at the merchandise table in the foyer “so stick around”.

People tend to want to buy souvenirs impulsively, as a memento of the show they just saw, so you’ll sell more products if they relate directly to your show.

Merchandise sales must be completed on time by the end of your allocated time slot.  Make sure your show runs to time to allow for this. You may require additional stage hands to pack down your props while you sign posters and sell products.  Please plan accordingly so the next show can bump in on time.

BE AWARE: Wifi is not great in the Arrow Hub. If you are using Square Readers or taking Credit Cards you may need to hotspot your phone, or set up your sales in a different area. Check everything is working in advance.

TRYBOOKING APP: If you don’t already have an electronic POS reader, we suggest using the new TryBooking Box Office App. Do NOT use it to sell your tickets, just for Merchandise. CLICK HERE for more info.

MMF encourages supporting the originators of magic products and does not condone the selling of unethical copies

Fill Your House

COMP TICKETS
The main aim of MMF is to develop new and better shows, so feel free to give away as many comps (free tickets) as you see fit. The best advertisement for a show is to turn people away because the house is full. (That’s why it may be valuable to heavily comp the first show when you have a run of more than one performance). It’s also a good idea to seek out reviewers and booking agents and offer them comp tickets.

IT’S ON THE HOUSE
MMF has a partnership with ‘It’s On The House’. They are an online audience development service which provides free publicity to arts events by promoting them to their website subscriber base at www.itsonthehouse.com.au .

We have found that the combination of free publicity and word-of-mouth marketing through ON THE HOUSE brings in a wider paying audience to MMF’s shows and venues.

People join the site through word of mouth only (It’s On The House doesn’t have an advertising budget). People learn about the service through their friends and families. If you are looking to fill your venue, it can be done discretely. They have an engaged audience with a strong interest in The Arts with over 25,000 members Australia wide.

They are connected with over 800 suppliers, over 900 venues around Australia, and promoted over 6000 separate events. Please go to our Past Offerings page to check what they promoted in the past – https://www.itsonthehouse.com.au/past-offerings

You can find current events here

HOW TO MOVE TICKETS THROUGH ‘IT’S ON THE HOUSE’
– Register as a supplier on the site – https://www.itsonthehouse.com.au/supplier/login
– Add your event and list of shows
– Organise a specific number of comp passes through TryBooking
– Speak with Irena so that she can get the promotion rolling – irena@itsonthehouse.com.au
– Monitor uptake of your tickets through your supplier portal so that you can adjust the complimentary tickets you have put aside, as required.
– When a list of names and email addresses have been sent to you (at your nominated date/time), print a copy of the list and give it to Carla (MMF FOH) at least an hour before showtime.

>>> You will also need to make sure that the number of comp tickets you have given to ‘It’s On The House’ is the same number of comps you have issued on your TryBooking page.

There is no charge to you for using this service.

You can offer your tickets FREE OF CHARGE, or you can offer them at a dramatically reduced rate. Talk to Irena about your options. (NOTE: If you earn income from these tickets, they are no longer comps, and MMF will need to bill them at $3.50 per ticket after the festival).

Irena Begelfor | Media and PR Manager
M – 0403 947 836
www.itsonthehouse.com.au

HALFTIX
Halftix Melbourne is a discount ticket outlet around the corner from Melbourne Town Hall that sells tickets to shows at half the full price, plus a booking fee. Tickets are only available on the day of the performance. Halftix can help fill seats on a slow night or at the start of your run.

There are two steps to selling tickets through Halftix:
– Contact Halftix to advise how many tickets you want to sell through them and for which performances.
– Go to your TryBooking page and remove the allocation you have given to Halftix to prevent over-selling.
– Monitor uptake of your tickets so that you can adjust the comp tickets you have put aside, as required.
– When a list of names and email addresses have been sent to you (at your nominated date/time), print a copy of the list and give it to Carla (MMF FOH) at least an hour before showtime.

If you are in the Arrow Hub your HalfTix sales will be billed at the usual $3.50 MMF Ticketing Fee as you will be earning income from them.

Halftix Website

PROMOTIX
Promotix is another group who can help you fill your house. They ONLY offer FREE tix to members, so you will earn nothing, but hopefully pump up your audience.

Contact them via their website  https://www.promotix.com.au/

LASTIX
Lastix is another service where you can move tickets, but at a discount, so you still make some money.

We haven’t used them for MMF before so if you’d like to ask them about partnering with them, you can contact them via their website here https://lasttix.com.au/

If you are in the Arrow Hub your Lastix sales will be billed at the usual $3.50 MMF Ticketing Fee as you will be earning income from them.

Make A Budget

It’s a lot easier than you think, but it is important to plan ahead. Don’t count on getting 100% capacity sales. Depending on your venue size, a conservative 40% to 60% range is safer.

To help you to create a more accurate budget estimate, Melbourne Magic Festival supporter Ling Duong has created an MMF Budget Template Tool you’ll love using. Download it now by clicking here.

Dom Chambers has made a “How To” video to show you how to get the most out of this very useful template—CLICK HERE

Promotion

There are many, many different ways to promote your show. Your aim is to sell X number of tickets and by breaking the number down and setting small sales goals along the way, you can monitor the success of your promotional activities and step them up where needed.

MMF will promote the festival as a whole, so make sure you supply us with press releases and great action photos. Also, let MMF know about any photo opportunities or magic tricks or stunts you can offer that the media might be interested in.

Placing ads in publications, on websites, on radio, or Gig Guides in newspapers can be expensive but sometimes worthwhile. Other options are to sign up for free listings on radio newspapers, and websites. Lots of people are competing for the same space, so get in early!

Join The Presale

From April 18 to May 7 we will be running a presale where guests can buy tickets to MMF shows before they officially go on sale on May 7, and get 20% off as a bonus. This can be a great way to draw attention to your show and sell lots of tickets in advance.

You can join the presale by checking the box on your application form, then following the guide in Chapter 5: Ticketing and Budget to set it up on your Try Booking page.

Posters & Flyers

Please read our 2026 Brand Styling Guidelines Document  (it will be on our Producer Resources page early 2026, which will explain exactly how you must use our logos etc on your posters and flyers. This gives a uniformity and sense of Festival identity to all advertising.

Make sure you also include your
1. show name
2. show times
3. show dates
4. venue name and address
5. how to buy tickets
6. include your QR code
on all promotional material.

The key to designing effective posters and flyers is your image. It should be a bold and eye-catching picture that shows us what’s exciting about your work.

It is strongly recommended that you get your TRYBOOKING page completed first and download the QR CODE so that you can add it to your poster to make booking tickets even easier.

As clever as we magicians are, we are not all brilliant designers, and in many cases it’s better to have a professional come up with that killer poster. It may be a friend, someone you hired on www.Fiverr.com, or you could visit the MMF Poster Gallery on our website, and find an image that really appeals to you and ask that Producer if they’d be willing to share their designers contact details with you.

Flyer Distribution

Distribution of posters and flyers is the most critical part of your promotional campaign. You do not want to print 5000 flyers only to end up with 4600 sitting at home in a box after the festival.

Depending on your market you may choose to approach a professional poster/flyer distributor (there are many listed online) or you may prefer to pay friends and family a small fee to walk around a few neighbourhoods doing letterbox drops.

Letterbox drops can be EXTREMELY effective, especially if your flyer includes a special offer, discount code word, or incentive for people to “book now”.

Even carrying flyers with you every day in your car and dropping bundles in every café and shop you walk past can make a big difference in your ticket sales. If people don’t know that your show is on – they won’t come.

Take every opportunity to spread the word and get your flyers and posters out each and every chance you get.

The Poster Border

Our designer Laura Penwell has come up with a stunning border that reflects the unique graphic style of our 2026 MMF Poster. You will be able to download this and add it around your poster. You’ll find it on our Producer Resources page in early 2026.

Press

It’s easy to get a story in the local paper. All you need to do is to ring them up and ask. Offer them an exciting photo opportunity, or send them an exciting action pic. However, local papers don’t necessarily result in ticket sales. To turn readers into buyers, offer them a special “discount” when booking if they use the discount code word or, maybe the first ten to email you will receive free passes and the rest are given the discount code word by return email.

With major newspapers you need to have an incredible picture, or a unique story angle to get their attention. For major newspapers, radio and TV, you will first need to send out a PRESS RELEASE. We have a sample press release you are welcome to use as a basis for yours on our Producer Resources page.

For newspapers, if they are going to take the photo themselves, don’t assume they have a shot in mind. Go ready with at least three great ideas.

For radio, offer them ‘Magic performed live on Radio’. Maybe they can take callers you can perform with. Maybe you can have a prediction printed in the ad section of today’s newspaper or, better still, on your website. Maybe they have a live video feed from their studio that listeners can use to watch the performance, or you can allow them to video tape your appearance and post it on their socials afterwards.

For TV, you really need to offer something truly unique. You are not competing with other magicians here, but celebrities from all walks of life. Why should they have you on TV? Just because you’re doing a magic show is not nearly enough. TV likes personal stories. Stories of heartbreak and love restored. Stories of battlers overcoming the odds. (But make sure you get to plug where to get tickets!)

After sending the press release, wait a day or two, the follow up with a phone call and be ready to immediately send them the press release again. Just one phone call though… any more than that and you become a pest the journalist won’t want to talk to.

There are many different newspapers, local, state, national, specific ethnicity, specific occupations, seek them out. Remember, it’s not hard to get into the paper, but you must make the most of the opportunity.

Put yourself in the position of a reader. What would get your attention as you were flicking through the morning paper?

Magazines need around six months lead up time so prepare NOW. If you can get a story into an airline magazine, a kids magazine, or any publication it will result in sales. But you need to approach them with an exciting angle with great photo ideas as soon as possible. Check your local news agency to see what magazines are most popular, but don’t the many subscription only publications.

HOT TIP FROM SAM & JUSTIN
“Your show name, main image and video promo have to be just as good as the latest Broadway musicals”
Unless you have name recognition, don’t use your name as the title of your show. Make the title of your show clear and appealing to the audience you are trying to attract. Hire a professional to design your poster and create your video. On social media you are competing with the very best!

Try these newspapers for a start
– The Herald Sun
– Saturday Herald Sun
– The Age
– Saturday Age
– Good Weekend
– M Magazine
– The Australian
– Australian Financial Review
– The Guardian (online)
– The Big Issue
– Star Weekly
– Geelong Advertiser
– Star Observer
– Beat
– The Music
– Neos Kosmos
– Vision China Times
– Melbourne Chinese Post
– Australian Jewish News
– Il Globo
– Dutch Courier
– Philippine Times
– The Indian Weekly
– Korean Today

Don’t forget to look for FREE LISTINGS. This is the EASIEST way to get in the paper and all it costs is your time.

Radio

Radio is easy to get on to if you can offer the show something exciting and different like performing magic on air. Target a station and a specific programme that you think has listeners who will be interested in your show and contact the producer directly.

If you want to perform interactive radio magic be aware that many shows are pre-recorded and very few allow live call ins from listeners, so be ready with a few great anecdotes that lead back in to talking about your show.

A very effective promotional trick for radio can be one where the listeners have to go to your website to find out if your prediction was actually correct. While there, they find a bonus offer if they book tickets to go see your show.

You can sometimes be a more attractive guest if you can offer a ticket giveaway for listeners (get the winners emails from the radio station and send them their comp tickets right away) or offer your discount code word that all listeners can use when booking tickets to get a cheaper price.

Try these radio stations for a start
– 3AW
– GOLD 104.3
– NOVA 100
– 101 FOX FM
– SMOOTH FM 91.5
– KIIS 101.1 FM
– 105.1 TRIPLE M
– SEN
– MAGIC 1278
– 3MP
– RSN
– 3RRR
– JOY 94.9
– 3PBS
– LIGHTFM
– ABC
– JJJ
– 3CR
– 96.5 INNER FM
– 88.3 SOUTHERN FM
– RETE ITALIA
– SBS RADIO
– CASEY RADIO 97.7
– PLENTY VALLEY 88.6

You can check which shows have the highest ratings at www.MediaWeek.com.au

TV & Video Content

TV is very hard to get onto and the results can often be mixed. Some shows plan ahead, others decide on the day. The best course of action is to choose which shows you want to be on now, approach the producers and talk to them about how you can fit into their show.

Be open and blunt, let them know what you want and what you can offer, and listen to their ideas too. Be aware though, some shows may just see you as content for them so they may not give you the plug you agreed upon. Make sure your show gets plugged as often as possible and be ruthless about it. Once the segment is over, there’s no point complaining as they’ve moved on to other things. Always try to draw the conversation back to your show.

“This is one of the tricks people who come to my show will see on July 9 at The Melbourne Magic Festival.” 

Try these TV shows for a start
– Sunrise
– Weekend Sunrise
– Today
– Weekend Today
– The Project
– Postcards
– Studio 10
– ABC Arts

Also check the program guides of ABC, SBS and C31 for any new shows that pop up

Create a LOT of video content
Don’t underestimate the power of a good viral video on YouTube, Instagram or Twitter. If you can afford to have a professional shoot and edit it your promotional video, it will be money well spent. For some social media platforms however, a well-lit, single static camera shot of an incredible piece of magic has just as much chance of going viral if it’s shared with the right people.

Create an eye-catching, show-stopping, video and it may go viral if posted on any of these platforms.
– Facebook
– Instagram
– YouTube
– TikTok
– Snapchat
– Pinterest
– Twitter/X
– Reddit

Social Media

Instagram, Twitter/X, YouTube, SnapChat, and Facebook are invaluable resources in getting your message across. Try to create a buzz about your show by sharing images, posters and video clips (branded with the MMF logos) throughout social media. Run competitions to encourage people to LIKE and SHARE your posts and to CHECK IN when they see your show.

Whenever you see a fellow Producer post about their show on social media, LIKE and SHARE it immediately. If we all did this for each other it would instantly expand our audience reach by a minimum of 10x.

One great idea is to make 30 second videos of quick tricks to promote your show and upload and share them on a regular basis in the months and weeks leading up to the Festival. The more people see the official hashtag #MelbMagicFest the more they will be encouraged to look us up and come see the shows.

Our Twitter is @MelbMagicFest We strongly recommend you create a FaceBook event page and link it to www.facebook.com/MelbourneMagicFestival

You can ask people to live tweet or even take photos during your show and TAG and SHARE them.

If you are going to host your own prize/ticket giveaway on social media, you must abide by the rules of that social media source. An example of the rules are within the link here

Taking the time to list your event within online event listings can be time consuming to set up but it can assist SEO (search engine optimisation) when people Google your show name or even just “magic shows”. It can also help to widen potential audiences as visitors to the city may be directed to these sorts of websites when looking for entertainment.

Try these Social Media Websites for a start
– Time Out
– The Plus Ones
– Broadsheet
– Concrete Playground
– What’s On Melbourne
– Visit Melbourne
– Only Melbourne
– Melbourne Playgrounds
– Kids Spot
– Mee Too
– All Events
– Free Things To Do
– What’s On For Little Ones
– To Hot or Not
– Child Magazines
– Accor Hotels
– The Daily Review
– Arts Hub
– Theatre People
– Weekend Notes
– Melbourne Observer
– On The List
– Broadway World
– Kiddiehood

Our Official hashtag is #MelbMagicFest

Reviewers & Influencers

Make sure you invite reviewers to come see your show (and provide a review of course!) Reviewer quotes can be useful for marketing/flyers/posters for your future shows too. When contacting reviewers, best to include a media release and ideally ask when they can come along rather than forcing them to attend on a certain night.

You’ll find reviewers at Weekend Notes, Arts Hub, Theatre People, The Age, The Herald, The Australian, etc.

However, to get instant reactions, search TikTok and Instagram for Social Influencers in Melbourne with big followings who talk about interesting things to do in Melbourne. Some post about date nights and shows to see, others post about fun things to do with the kids. Find the influencers that best match your audience and get them to come see the first show in your run. Treat them like royalty and they will reward you with a great promotional post. (Stress, however, that the show is only on for 5 performances and encourage them to put their post up ASAP).

Database & Email Lists

One thing you can and should be doing right now is creating (or adding to) a database of people who attend your shows or express interest in your work.

You need to collect their email addresses now so when the time comes you can write to them and offer them special Presale tickets.

You should email them be well before festival time and let your fans know you have an MMF show coming up. You can then follow up with a shorter email at the time discount codes are released.