People Intend to Visit Again. Where Will They Go And What Will Make Them Feel Safe?

Are people feeling more likely to visit performing arts entities now that some cities are reopening? Has the national sentiment changed regarding mandatory face coverings?

It’s time for a big data update.

Pour a fresh cup of coffee, settle into your chair (with an optional pet on your lap if you’re still working from home), and get excited to nerd out. We have five new data updates to share with you today to help inform expectations, operations, procedures, messaging, and audience targeting surrounding cultural organization reopenings in the United States.

Our last update to these metrics as a group was last month on May 6th, 2020. Let’s take a look at where things stand now and how they’ve changed in the last month. In this article, we’re going to cover updates related to:

• Redistribution of demand for cultural organization types
• What will make people feel safe so you can see changes (or lack thereof) over time
• What will make people feel safe revisiting exhibit and performance-based institutions cut by age to inform operations
• What will make people feel safe revisiting cultural organizations by age and household income
• This article provides high-confidence, contemporary, national findings. While we are able to shine a light on audience perceptions, you’re the experts on what this information will mean and how it should specifically apply to your individual institutions.

Do you have that cup of coffee ready? Great. Let’s dive in.