Snapshot Report - AMS Analytics

Snapshot ReportAll CohortsMay 2021

Table of ContentsAbout this Study .3Participating Organizations .4Overview of Results .6Survey Responses .6Executive Summary.7Demand is converting to revenue .7High vaccination rate amongst cultural arts audiencesincreases comfort returning to venues . 10Minimal demand for digital content . 132Audience Outlook Monitor May 2021 AMS Analytics, LLC

About this studyThis snapshot report updates key findings using the April2021 deployments of the Audience Outlook Monitor(AOM) in the United States, a study that is tracking howaudiences feel about attending arts and culture events inthe context of the COVID-19 pandemic. The studyincludes analysis of shifting demand for live events andcomfort in venues, perspectives on vaccination andresuming attendance, and experience with digitalcontent. This report reflects data collected by allparticipants in the AOM study, as indicated in thefollowing pages.3Audience Outlook Monitor May 2021 AMS Analytics, LLC

Participating OrganizationsOrganization NameCityAnnenberg CenterPhiladelphia, PAApollo TheaterNew York, NYArena StageWashington, DCAronoff Center for the ArtsCincinnati, OHAT&T Performing Arts CenterDallas, TXBAMBrooklyn, NYBass Performance HallFort Worth, TXBlumenthal ArtsCharlotte, NCCAPA and Broadway in ColumbusColumbus, OHCarnegie HallNew York, NYCarolina Performing ArtsChapel Hill, NCCenter for the Arts at George MasonUniversityFairfax, VADayton LiveDayton, OHDenver Center for the Performing ArtsDenver, CODr. Phillips Center for the Performing ArtsOrlando, FLHult Center for the Performing ArtsEugene, ORHylton Performing Arts CenterManassas, VAJazz at Lincoln CenterNew York, NYKimmel Center for the Performing ArtsPhiladelphia, PALesher Center for the ArtsWalnut Creek, CALincoln Center for the Performing ArtsNew York, NYMarcus Performing Arts CenterMilwaukee, WIMidland Center for the ArtsMidland, MINew York City BalletNew York, NYNew York City CenterNew York, NYNew York PhilharmonicNew York, NYNorthrop, University of MinnesotaMinneapolis, MNOrdway Center for the Performing ArtsSt. Paul, MNOrpheum Theater/Holland CenterOmaha, NE4Audience Outlook Monitor May 2021 AMS Analytics, LLC

Pittsburgh Cultural TrustPittsburgh, PAPlayhouse SquareCleveland, OHRound House TheatreWashington, DCRoundabout Theatre CompanyNew York, NYSegerstrom Center for the ArtsCosta Mesa, CASignature TheatreNew York City, NYTennessee Performing Arts CenterNashville, TNThe Adrienne Arsht Center for thePerforming ArtsMiami, FLThe Broward Center for the Performing ArtsFort Lauderdale, FLThe Bushnell Center for the Performing ArtsHartford, CTThe Clarice Smith Performing Arts CenterCollege Park, MDThe Grand TheaterWasau, WIThe Kennedy CenterWashington, DCThe Kravis CenterWest Palm Beach, FLThe Metropolitan OperaNew York, NYThe ShedNew York, NYThe Smith CenterLas Vegas, NVThe Soraya, Cal State NorthridgeNorthridge, CAThe Tobin Center for the Performing ArtsSan Antonio, TXWalton Arts CenterFayetteville, ARWolf TrapVienna, VA5Audience Outlook Monitor May 2021 AMS Analytics, LLC

Overview of results67%12%would attend an in-personcultural event this week, givenhealth safety protocolspurchased single tickets for livemusic events in late April92%81%plan to attend as much or morethan before the pandemichave been fully vaccinated35%91%of vaccinated patrons say theyare still waiting for infection ratesto drop before they attend inpersonsay that online programs willplay a small role or no role intheir cultural life once facilitiesreopenSurvey Responses6509,534ParticipatingPerforming Arts Centers andProducersTotal responses(April 28)Audience Outlook Monitor May 2021 AMS Analytics, LLC

Executive SummarySignificant pent-up demand and increasing comfort are meeting more culturalofferings and resulting in ticket sales. About two-thirds of respondents feelcomfortable attending cultural events immediately, and respondents areincreasingly sharing their strong craving for live events in their open-endedremarks.Though vaccination rates have skyrocketed in the last months, nearly four in tenvaccinated patrons are waiting for infection rates to drop before they attend.Meanwhile, overall long-term interest in digital offerings remains low. For the fewwho are highly interested in digital content once venues are open, the highestdemand exists for access to digital staged performances and interactive offeringslike education and artist talkbacks.Demand is converting to revenueIncreased cultural offerings are meeting pent-up demand and growing comfort,resulting in boosted sales and return to live events. Two thirds of respondentssay that they would attend an in-person cultural event this week, assuming healthsafety protocols are in place. This is up from only half of respondents who saidthe same in mid-March. Comfort with immediate attendance has increasedsteadily through winter into spring of 2021.Elderly respondents remain more reticent about attending immediately. Only63% of respondents over age 65 indicated that they would attend in-personcultural events immediately (assuming health safety protocols were in place),while greater than 70% of all younger respondent groups would attendimmediately.7Audience Outlook Monitor May 2021 AMS Analytics, LLC

Fig 1: “If given the opportunity, would you attend an in-person cultural event this week, assumingsocial distancing and other health safety procedures were required?” (by age cohort)Growth has also been observed in recent purchase of cultural tickets 1, with themost notable growth observed in the purchase of live music single tickets. 12% ofrespondents purchased live music single tickets in late April, versus on 6% in midMarch.1Respondents indicate purchase of cultural event tickets within 2 weeks of thesurvey8Audience Outlook Monitor May 2021 AMS Analytics, LLC

Fig 2: “In the past two weeks, did you purchase any [live music single tickets] for the future?”Projected future attendance remains strong, with 92% of respondents indicatingthey plan to attend the same amount or more than before the pandemic.Open-ended comments offered by those indicating more frequent futureattendance are dominated by a sentimental yearning for the arts, and a desire tosupport artists:“The last year of solitude has reminded me how much (the collective) we need thearts. I will never take arts and cultural activities for granted again and willreallocate my disposable income to ensure that I can seek, hear and do as much aspossible.”“I have realized what I love to do with my time, and cultural events make mehappy.”“I want to make up for lost time and I want to support the arts! It is such avaluable part of our community.”“You don't realize how much you enjoy something until it's taken away.”“This past year has made me realize [that] live music and concerts andperformances are so essential for the human soul and for mental and emotionaland spiritual health.”9Audience Outlook Monitor May 2021 AMS Analytics, LLC

“To quote Joni Mitchell, ‘you don't know what you've got till it's gone.’ I willdefinitely make more of an effort to attend more shows and exhibits after thepandemic because 2020 showed us you never know when cultural opportunitieswill be taken away.”That said, a greater percentage of older respondents remain hesitant to committo the same or greater attendance in the future. 10% of those over age 65 saythey will attend less than before the pandemic.Fig 3: “How will your attendance at arts and cultural activities be affected by the pandemic in the longterm, given your personal circumstances?” (by age cohort)High vaccination rate amongst cultural artsaudiences leads to increased comfortreturning to venuesVaccination rates continue to climb rapidly, with 81% of respondents indicating thatthey are fully vaccinated, and 10% partially vaccinated, as of late April.10Audience Outlook Monitor May 2021 AMS Analytics, LLC

Fig 4: Vaccination progressHalf of vaccinated respondents are now ready to go out immediately, up from only32% in mid-March. A lingering 38% say they are still waiting for infection rates todrop before they attend in person, despite being vaccinated themselves.Fig 5: “Now that you’ve been vaccinated, which statement best reflects how you feel about going outto cultural events?”11Audience Outlook Monitor May 2021 AMS Analytics, LLC

Older populations have been vaccinated at the highest rate (95% over age 65 arenow fully vaccinated), but 43% of this older cohort is still not comfortable going outuntil infection rates are generally low.BIPOC respondents have also been vaccinated at a slightly lower rate than Whiterespondents and remain more hesitant about returning to live events postvaccination. 43% of vaccinated Black or African American respondents are ready togo out now, versus 50% of White respondents.Fig 6: “Now that you’ve been vaccinated, which statement best reflects how you feel about going outto cultural events?” (by race/ethnicity)12Audience Outlook Monitor May 2021 AMS Analytics, LLC

Minimal demand for digital contentFig 7: “Once facilities reopen and its possible to attend in person programs as often as you’d like,what role will online programs play in your cultural life?” (by race/ethnicity)Only 9% of respondents still indicate that digital will play a substantial role in theircultural life once venues are open. Older populations and BIPOC respondentsseem slightly more inclined to view digital as a significant part of their cultural lifeonce live gatherings are available widely. 13% of Black or African Americans, 13%of Asian/Pacific Islanders, and 12% of Hispanic and/or Latinx respondents believethat their digital consumption will be substantial, versus only 9% of Whiterespondents who indicate the same. 22Due to low sample sizes for Middle Eastern and American Indian/Alaska Nativerespondents, statistics for these groups were withheld.13Audience Outlook Monitor May 2021 AMS Analytics, LLC

Fig 8: Future online behavior verbatimsWhile interest and engagement in digital content remains limited across the board,those for whom digital content will play a role once venues are fully open indicatethe importance of digital access to music and dance concerts, theatricalproductions and interactive, education content, lectures, post-performancediscussions and artist talkbacks.14Audience Outlook Monitor May 2021 AMS Analytics, LLC

Denver Center for the Performing Arts. Denver, CO . Dr. Phillips Center for the Performing Arts. Orlando, FL . Hult Center for the Performing Arts. Eugene, OR . Hylton Performing Arts Center. Manassas, VA . Jazz at Lincoln Center. New York, NY . Kimmel Center for the Performing Arts. Philadelphia, PA . Lesher Center for the Arts. Walnut Creek .