Attendance boom or lacklustre revival? The aftermath looks uneven
When the lockdown ends, what will patterns of cultural engagement look like? Research suggests that some art forms will take longer to recover than others, says Colleen Dilenschneider.
At IMPACTS, we are closely monitoring when people are next planning to visit cultural organizations, including museums and performing arts entities. This metric is known as “intent to visit,” and it helps cultural executives understand the likely duration that the current COVID-19 outbreak will impact their visitors’ planning cycles and attendance patterns. This information is particularly critical for informing marketing strategies and communications right now.
Research shows that people currently expect to start returning to their more usual attendance patterns at around three months, with a full return to normal patterns within six months. That’s good news. But it also begs an important followup question: Will people return to their normal visitation patterns equally for all cultural entities?
At IMPACTS, we are closely monitoring when people are next planning to visit cultural organizations, including museums and performing arts entities. This metric is known as “intent to visit,” and it helps cultural executives understand the likely duration that the current COVID-19 outbreak will impact their visitors’ planning cycles and attendance patterns. This information is particularly critical for informing marketing strategies and communications right now.
Research shows that people currently expect to start returning to their more usual attendance patterns at around three months, with a full return to normal patterns within six months. That’s good news. But it also begs an important followup question: Will people return to their normal visitation patterns equally for all cultural entities?
The answer, it seems, is that it’s unlikely... Keep reading on Know your own bone