Dunedin's eighth fringe festival will showcase more than 50 events, involving 300 national and international artists, and feature 20 world premieres.
Festival director Paul Smith said Dunedin would be spoiled for choice during the 2010 festival.
"This is a great time for Dunedin and we want to really bring the town to life.
It's a special opportunity to see some really unique performances by a talented bunch of people and it's only here once," he said yesterday.
"A lot of these shows won't be seen again. They were made and brought here specially for the Fringe. The quality of the programme is very high. There's something for everyone's taste.
"Some shows will sell out. People need to get in and book their tickets if they don't want to miss out."
Former Fairground Attraction lead vocalist Eddi Reader has already sold out her concert at the Early Settlers Museum tonight.
Interest in the festival had grown to the extent that Air New Zealand was offering grab-a-seat deals to the Dunedin Fringe Festival from Auckland, Wellington and Nelson, Mr Smith said.
"A lot of artists have also been arriving in the city, which is always special, after working away on this for half a year," he said.
The festival will be launched at noon in the Octagon today.
"We're going to launch it with a bit of fun and frivolity and really bring the Octagon to life.
The big event is the creation of a large experimental canvas by a who's who of Dunedin's art community.
It will be interesting to see what it looks like - and that's the fun of the festival.
"It's about taking a risk. It is a challenge to know exactly what to go to, but the quality is great and people will really enjoy what they see."
A lunch-time showcase and ticket giveaway would beheld in the Octagon each day during the festival.
"We'd encourage people to come down out of their office blocks and have their lunch in the Octagon and get a taste of the festival."
The world premiere of The Quantum Enigma starts at 7pm today at the Globe Theatre, while I Love Camping starts at the same time at the Fortune Studio.
Comedians T. J. McDonald, James Nokise, Irene Pink, Steve Wrigley and Jeremy Elwood also begin their quest for laughs.
And keep an eye out for the ubiquitous Mr Bun Bun, at various locations around the city.
The Dunedin Fringe Festival was launched in 2000 to bring innovative and contemporary art to a wider audience.
It became an annual event last year to develop an transtasman touring circuit by linking Dunedin with the Wellington, Auckland and Adelaide fringe festivals.
The 2010 Dunedin Fringe Festival runs from today until March 28.
The Otago Daily Times will be providing daily coverage of the festival.
