One of the event's main objectives is to promote local talent and the arts. It also offers performers an opportunity for their event to be reviewed or picked up by promoters, as well as going on to Edinburgh. This is why anyone can put on a Brighton Fringe event. In 2011 Brighton Fringe launched the Professional Development Programme, aimed at offering workshops to aspiring performers wanting to progress in the business. In 2012, Brighton Fringe opened its own on-street box office, which provided a physical base for the arts event, selling tickets as well as being a hub for promoters and performers. They also launched "Brighton in the Square", a showcase of Brighton Fringe performers at the Leicester Square Theatre in London.