Audiences are Proving Slow to Return

Respondents were asked: “In terms of attending cultural events, as things open up, what best describes how you feel?” Fewer than a third said that they would be “happy to attend”. More concerningly, this was only a 2% increase on the response to an equivalent question asked in late February. This is despite the substantial changes in circumstances since then (notably vaccination rates [rising from c. 30% to 80% having had a first dose and 50% having had a second]; drops in case rates, hospitalisations and deaths, presentation and delivery of most of the ‘road map’).

Part of this continued reluctance is linked to continuing concern about health, whether their own or others’. 15% Strongly agree and 38% Agree that they are “worried about falling ill with COVID-19” (cf. 18% and 41% in late February); 21% Strongly agree and 42% Agree that they are “worried about others falling ill with COVID-19” (cf. 28% and 45%). These measures are moving in a positive direction, but only slowly.

Similarly, there is some positive movement in forward booking, but it remains limited. For example, respondents were asked whether they had booked for a live performance in the next two months. Of those who said they had been to live arts and/or music events in the year before COVID-19, 19% said “yes, and I expect it to go ahead” and 14% said “yes, but I expect it to be postponed or cancelled”. This is up on February (5% and 11%). Put another way: two thirds of previous live event attenders (65%) have no plans for attending live events in the immediate future.