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The Patrons’ Perspective: A Guide to Safely & Successfully Reopening Theaters

In response to the rapidly evolving public health crisis, consumers are changing how they live, work and spend their discretionary dollars.

Generated from the survey results of more than 3,400 members of the TheaterMania community, our 28-page COVID-19 impact report provides arts organizations of all sizes with data-driven insights that will assist them with the safe and successful reopening of theaters. The TheaterMania community represents the most avid theater-going demographic available online.

Our third survey study is a follow-up to the reports that were published in May 2020 and January 2021. These surveys measured the attitudes and behaviors of eventgoers, providing meaningful insight into how they continue to change over time.

Topics covered in the report include opinions on health and safety protocols, near-term spending intent, appetite for virtual events, ticket pricing information, refund protection, revenue opportunities to combat losses caused by extended lockdowns and more.

Insights inside:

  • Vaccines and mask-wearing are the safety protocols that are most valued by arts patrons.
  • People are ready to return to theaters: 34% of survey-takers indicated that they are comfortable attending indoor events now versus only 10.2% in our December 2020 survey.
  • Virtual events remain popular, with more than 2/3 of respondents sharing that they plan on buying tickets to a virtual event in the next six months.
  • Theater-goers are ready to buy tickets to in-person events. Buyer confidence has grown tremendously since our last survey in December 2020, thanks largely to the availability of vaccines and safety protocols that have been adopted by performing arts organizations.
  • 68.2% of consumers are willing to pay more for tickets to offset the revenue loss associated with closures and added costs related to new safety protocols.

AudienceView, in partnership with its consumer brands TheaterMania and Unobstructed, is pleased to make the full results of this research available to the performing arts community on a complimentary basis.

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