Edfest.com‘s new LOVE THE FRINGE DAY on Saturday 2nd August will offer deals and discounts for ticket buyers and performers alike. After a successful launch in 2024, the Love the Fringe initiative from the EdFest.com group of venues is back and bigger than before.
EdFest is a gathering of seven of the core venues that present a world-class programme of shows as part of the Edinburgh Festival Fringe; Assembly, C ARTS, Gilded Balloon, Just the Tonic, Pleasance, theSpaceUK, Underbelly and ZOO.
Kicking things off in 2025 will be the first-ever Love the Fringe Day on the first Saturday of the 2025 Fringe, a social media celebration of the people, shows and spirit that make the Edinburgh Festival Fringe the world’s greatest arts event.
Performers, companies, venues and festival-goers are encouraged to flood social media with behind-the-scenes content, personal stories, and show excerpts, using the hashtag #LoveTheFringe. From individual diaries to spotlight performances, the day is designed to energise audiences and shine a light on the sheer scale and wonder of the Fringe experience
This campaign is just one part of the wider Love the Fringe programme, created to boost visibility for the Edinburgh Festival Fringe, champion artists, and offer a win-win model for both audiences and performers. The scheme allows members of the public to join a tiered membership system that doubles the value of their spend, offering free tickets and other exclusive benefits—while helping shows and venues unlock value from unutilised capacity.
With over a million tickets available each week across the EdFest.com venues, Love the Fringe is an inventive way to make better use of existing capacity, while offering meaningful benefits to both the public and Fringe artists.
William Burdett-Coutts, Artistic Director of Assembly says: “Love the Fringe is an exciting opportunity that complements the Fringe Society’s box office by offering a scheme that’s of benefit to performers and venues. By keeping box office commission on EdFest.com at 3% as opposed to 5%, it puts money back into our artists and producing companies’ pockets. Love the Fringe also provides artists with an alternative platform to run discount offers, whilst allowing Edinburgh’s businesses a chance to give back to audiences. Value for artists, perks for the public: it’s a win-win that shows we all Love the Fringe”
Anthony Alderson, Director of Pleasance Theatre Trust says: "Love the Fringe is your golden ticket to supporting the incredible artists and venues that make the Fringe so unforgettable each year. It’s also the perfect treat for your team — a chance to soak up the magic of the world’s biggest arts festival. Who wouldn’t want to mix a little business with a whole lot of fun?”
Full information and member sign-up: www.lovethefringe.com
Love the Fringe 2025 Key Facts:
- 3% of ticket capacity is contributed by participating shows, with the option to add more at any time.
- Membership gives access to limited free tickets, rewards and early-bird advantages.
- Profit from the scheme is split equally between participating shows and venues.
- Over 500 members joined the scheme in its pilot year with glowing feedback:
“Such a brilliant way to see more and support the artists—I absolutely loved it.”
“It made the Fringe feel even more inclusive.”
KEY DATES
- Fringe 2025 Launch: 30th July 2025
- Love the Fringe Day: 2nd August 2025 – Social media celebration
- Ongoing Membership: www.lovethefringe.com
- Cross-venue ticketing & info: www.edfest.com
