Throughout its 12-year history, one of the biggest obstacles for the New York International Fringe Festival has been setting up a functional base of operations during its three-week run. Venue woes have prevented organizers of the multi-arts event from using the same space twice, but they’re optimistic about bucking that trend after this year, with FringeCentral’s successful run at NoLIta’s Openhouse Gallery.
In years past, Fringe creators and producers The Present Company have been forced to scramble to find a headquarters under less than desirable circumstances. “We’d have a donated space, but then we’d be the ones to put in three weeks of renovation,” said Present Company producing artistic director Elena Holy. “This year has been such a different experience.”Openhouse Gallery offered its Mulberry Street storefront space at a discount, and gave the team something they’d never had: a ready-to-go blank canvas and the luxury of functioning Wi-Fi. Present Company was able to move in the night before the space needed to open, and set everything up in under 24 hours.
But the blank canvas presented a new problem. Having achieved its goal of ground-floor retail venue downtown, Fringe needed a way to fill the 4,500 square feet. “I'd been bugging another designer when I got an e-blast from CB2,” said Holy of the inspiration for incorporating Crate and Barrel’s young offshoot. “The chairs and tables were exactly what we were looking for, so I called them up. They realized it would be like a pop-up store for them, and they just told us to pick out the model numbers of what we wanted on their Web site.” The quick delivery of the chosen designs facilitated Fringe’s speedy setup at Openhouse and, Holy thinks, complemented the venue. “Our donated furniture would have looked awful at this gorgeous space.”
FringeCentral remains open for the duration of the festival (August 8 through 24). In that time the headquarters will see more action than in years past, including a gift shop and cafe open from 12 p.m. to 8 p.m. daily. All 5,000 participants have to check in at the office, where the festival’s educational arm presents all of its panels and workshops, and “Fringe al fresco” gives guests and passersby quick scenes to generate interest in some of the scheduled plays—which they can conveniently buy tickets for inside.
In years past, Fringe creators and producers The Present Company have been forced to scramble to find a headquarters under less than desirable circumstances. “We’d have a donated space, but then we’d be the ones to put in three weeks of renovation,” said Present Company producing artistic director Elena Holy. “This year has been such a different experience.”Openhouse Gallery offered its Mulberry Street storefront space at a discount, and gave the team something they’d never had: a ready-to-go blank canvas and the luxury of functioning Wi-Fi. Present Company was able to move in the night before the space needed to open, and set everything up in under 24 hours.
But the blank canvas presented a new problem. Having achieved its goal of ground-floor retail venue downtown, Fringe needed a way to fill the 4,500 square feet. “I'd been bugging another designer when I got an e-blast from CB2,” said Holy of the inspiration for incorporating Crate and Barrel’s young offshoot. “The chairs and tables were exactly what we were looking for, so I called them up. They realized it would be like a pop-up store for them, and they just told us to pick out the model numbers of what we wanted on their Web site.” The quick delivery of the chosen designs facilitated Fringe’s speedy setup at Openhouse and, Holy thinks, complemented the venue. “Our donated furniture would have looked awful at this gorgeous space.”
FringeCentral remains open for the duration of the festival (August 8 through 24). In that time the headquarters will see more action than in years past, including a gift shop and cafe open from 12 p.m. to 8 p.m. daily. All 5,000 participants have to check in at the office, where the festival’s educational arm presents all of its panels and workshops, and “Fringe al fresco” gives guests and passersby quick scenes to generate interest in some of the scheduled plays—which they can conveniently buy tickets for inside.
FringeCentral
Photo: Tara Greenwald for BizBash
Free Wi-Fi offers participants and organizers a chance to get work done at festival headquarters.
Photo: Tara Greenwald for BizBash
A wall of postcards offers guests details on the festival's many productions and activities.
Photo: Tara Greenwald for BizBash
A small store in FringeCentral has festival gear and items from some of the productions.
Photo: Tara Greenwald for BizBash
The natural light coming in Openhouse's 20-foot glass facade saves Fringe from footing a hefty electric bill.
Photo: Tara Greenwald for BizBash
Box office and concierge service is available in the back room of Openhouse through August 24.
Photo: Tara Greenwald for BizBash
Openhouse's accessible, light-filled retail space offered Fringe what it was looking for in a venue.
Photo: Tara Greenwald for BizBash
