About twice a month Colleen Dilenschneider and the folks at IMPACTS Experience release some interesting data they have compiled about trends they are seeing that may impact arts and cultural organizations. Recently they released an update on the recurring topic of what have audience preferences been since the start of the pandemic.
One aspect of this data I feel I have missed and not adequately emphasized in my previous posts on these articles is that they have been measuring the tendency of someone who regularly participated in an activity in 2019 to return to that behavior.
It means that people whose normal behavior in 2019 was to go to movie theaters report being less likely to return to movie theaters now. It means that people whose normal behavior was to go to public parks are even more likely to visit them now than they were before the pandemic.
Among exhibit based organizations, visitors have trended away from science and children’s museums and toward outdoor spaces like zoos and gardens as well as larger museum spaces which were perceived to have more space to move around during the pandemic. These latter groups have returned to their 2019 attendance levels more rapidly than science and children’s museums.
Live performance organizations have also generally seen a slower return to 2019 levels, except for live theater which is just shy of attendance numbers of six years ago. In some cases, those audiences shifted their cultural participation to exhibit based entities.
Folks who were interested in the symphony went to the art museum instead, and many Americans habituated away from these performing arts experiences. The challenge is and has been to do our best to shake the masses and wake them back up to the magic of live theater, the power of chamber music, or the grace of the ballet.
Demand is slowly inching back to 2019 baseline, but it may be happening too slowly to meaningfully overcome negative substitution.
The IMPACTS folks note that research has shown that on average habits are formed in about 66 days and it has been five years since the start of the pandemic. As a result there is a bit of inertia to contend with if you are trying to convince people to make you part of a new habit.
