The new concept could be a new service/product/design. articulate why the new concept needs to be developed, discuss the aims and objectives (e.g., attract more visitors, offer more opportunities to the community, present more comfort to the existing visitors), explain the concept in detail (what it is, what services it presents and analyse the 4 P's), present the stakeholders, and also explain the timing and location of the new concept. What is a new concept that can be developed for the adelaide fringe festival that doesn't already exist?