AUDIENCE OUTLOOK MONITOR

ABOUT AOM

Conducted by the international arts consulting firm WolfBrown, and sponsored locally by the non-profit arts marketing and advocacy group ArtsBoston and the Mayor’s Office of Arts and Culture, the Audience Outlook Monitor (AOM) is a longitudinal survey to keep tabs on arts attendees thoughts, concerns and intentions as the pandemic — and the state’s reopening guidelines — evolve.

The pandemic has been devastating for arts organizations hit from all cialis overnight shipping sides. The survey proves what we know arts organizations and artists are already grappling with — it’s going to be a long road back and it won’t be an easy one. Pre-COVID, the cultural sector brought $2 billion of direct and secondary annual economic impact to Greater Boston. The arts employed as many people as the pre-pandemic retail industry, and kept the city a vibrant place to levitra in uk live, work and visit. In the past, arts goers order viagra us outnumbered sports fans four times over. And arts visitors spent more money in restaurants, retail stores and other places than any other category of tourist.

We are an industry that is critical to the state’s economic comeback and overall emotional recovery.

FEB 2021 RESULTS

Since June 2020, the Audience Outlook 10mg cialis Monitor has been tracking audience attitudes and behaviors during the pandemic.

FEBRUARY 2021 FINDINGS:

  • 96% of respondents to a new survey of Boston-area arts goers say they “definitely” or “probably” will be vaccinated against the coronavirus
  • 77% indicated they will take the vaccine “right away, or as soon as my doctor recommends it
  • Eagerness to attend post-pandemic cultural events remains high for Boston-area audiences, with 69% of respondents saying they expect to attend as much as before, and 19% saying they plan to attend more frequently
  • 20% anticipate returning to live performances by June 2021 — assuming venues are open and following health safety guidelines — and 62% anticipate returning by September 2021

Click here for more.

Localized Learning Outcomes

Specific survey questions include:

  • Comfort level engaging in activities requiring public interaction (dining, using public transport, etc.)
  • Attendance behaviors (actual ticket purchase, making plans to attend at a future date)
  • Anticipated spending in relation to pre-crisis levels
  • Anticipated impact on philanthropic giving
  • Attitudes about going to venues if distancing requirements persevere
  • At-home arts participation during isolation including engagement with digital content
  • Attitudes on vaccines and safety protocols upon returning to live performance

Timeline / Methodology

ArtsBoston has been deploying the survey bi-weekly to its email list of local arts attendees since May 15, 2020. In addition, ArtsBoston is supporting the participation of a cohort of 15 arts organizations of varying genres/sizes. Phase I of the research ran June – November 2020. Phase II will continue through the Fall of 2021. Results will be analyzed and shared in comparison to other participating cities, including Chicago, New York, and San Francisco, as well as regionally to provide a local, real-time lens.

Participating Arts Organizations in the Boston Cohort

Actors' Shakespeare Project Logo
American Repertory Theater Logo
ArtsEmerson Logo
Celebrity Series of Boston Logo
Boston Symphony Orchestra Logo
Central Square Theater
The Dance Complex Logo
Emerson Colonial Theatre
Global Arts Live Logo
Handel and Haydn Society Logo
Huntington Theatre Company logo
Lyric Stage Company Logo
Museum of Science, Boston logo

Many thanks to the City of Boston, Mayor’s Office of Arts and Culture for its support of the cohort participation.

FOR PRESS INQUIRIES