One in four audience members have returned to cultural attractions and events

New released data shows that Australian audiences are embracing opportunities to return to arts and cultural events, with 24% nationally saying they attended a museum, gallery, cinema or cultural event in the past fortnight.

Nationally, most audiences say that they would be somewhat or very comfortable to visit museums and galleries (93%) and botanic gardens and zoos (98%) today, along with community art spaces (87%) and outdoor events (70%). However, full recovery remains some way off, with significant variations from state to state.

Since data was first collected in May 2020, audience readiness to attend has increased from 22% to 28% nationally, with audiences in five states/territories reporting particularly strong increases.

Confidence is currently highest in the Northern Territory (39%, stable since May 2020), Queensland (33%, up from 25%), South Australia (33%, up from 24%), Tasmania (34%, up from 17%) and Western Australia (37%, up from 25%), where there were no recent cases of community transmission at the time of data collection.

Audiences are more cautious in Victoria (20%), the ACT (20%) and NSW (25%), in line with current concerns about community transmission.

Nationally, the outlook for increasing activity in the sector is strong. A significant proportion of audiences (42%) are making firm plans to attend in future and 10% have bought a ticket to a live show or performance recently, for events spanning from July 2020 into 2021.

However, as of July 2020, there has now been more time for people to process the implications of the pandemic, including its associated health and financial risks. The proportion saying their future, long-term attendance will be negatively affected has increased to 22% nationally from 15% in May.

Some audience members expect to spend less than they did before (17%), though the majority say they will spend the same (72%) or more (11%) when they return to arts and culture events.

Feedback from returning attendees on their recent experiences suggests that safety procedures are working well, and most people are satisfied with the way social distancing has been applied. However, some respondents would like to receive more communication by cultural venues about what to expect in different spaces and how audience members can play a part in keeping others safe.

Audiences are continuing to participate in arts and culture at home, with 73% recently consuming online experiences like live streamed events and virtual exhibitions. More than half (54%) say they are engaging online more frequently, and most of these people expect to continue after the pandemic ends (72%).

Commenting on the data, Australia Council Chief Executive, Adrian Collette stated “arts and culture continue to be significant in the lives of all Australians. Many of us engage with arts and culture online, and 42% are already actively planning to return to cultural events. These trends are encouraging and highlight the importance of supporting the cultural sector to survive and thrive, so we can all reap the significant benefits to our wellbeing and our recovery.”

Tandi Palmer Williams, Managing Director of research agency Patternmakers added “provision of high-quality cultural experiences online has given audiences a way to stay creative, connected and well during the pandemic. The level of creative output and strong rates of participation mean that artists and cultural organisations are also driving economic activity right now. The proportion paying for experiences online has even increased slightly to 36%, with 38% of those spending over $50 in the past fortnight.”

Images: Ballet at the recently reopened Darwin Entertainment Centre (top) and Australia Council Chief Executive, Adrian Collette (below).