7 in 10 past attendees are back at cultural events, but half remain concerned about risks

In March 2022, data from 8,383 past attendees of cultural events suggests that attendance levels are increasing again, as we move past the January 2022 peak of the Omicron variant.

6 in 10 (59%) audience members say they are ready to attend cultural events ‘whenever permitted’ (similar to 60% in November 2021) while 4 in 10 have some level of risk-aversion.
Confidence levels are becoming more similar across the country as COVID-19 policies nationalise – rising in states like NSW, ACT and VIC and declining in states with newly-opened borders, like WA.
7 in 10 (70%) audience members say they attended an in-person event recently, the highest level seen since March 2021 (71%), before outbreaks of the Delta variant in the eastern states.
While the majority of audiences have received three shots of a COVID-19 vaccine (87%), attendance continues to be inhibited for many by the risks of transmission (52%) or being a close contact (43%).
Commentary from audience members suggests that concerns remain around transmitting the virus to those at-risk in their community – and 49% identify as being vulnerable to COVID-19 themselves or having someone in their household or network who is.
Some audience segments remain especially cautious, particularly those at risk of a serious health outcome (39% ready to attend) and those with a disability (43% ready to attend).

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Vaccine passports remain the preferred COVID-safety measure, while masks still have a role

As the country moves into the next chapter of the pandemic, the data shows that some key COVID-safety measures will continue to play an important role in building confidence.
Most of those attending are satisfied overall with COVID-safety measures applied at recent cultural events they attended (79% satisfied), confirming the view of arts venues as relatively safe spaces.
But with 1 in 10 attendees dissatisfied, and more yet to return, there is a need for care as restrictions ease.
Audiences continue to be most encouraged to attend cultural venues by requiring proof of vaccination at entry (71% encouraged) – while only 46% are encouraged by Rapid Antigen Testing (RAT).
Nationally, around 65% find mask wearing encouraging for audiences aged 12 and over, but they appear to be more encouraging in states/territories where cases are higher than past phases, such as for WA audiences (72% encouraged, up from 38% in November 2021) and SA (70% encouraged, up from 59%).
As national guidelines allow for relaxing of restrictions, and Australians have the opportunity for greater freedom of movement, some audiences will be relying more upon the COVID-safety policies of individual venues to mitigate the risks of transmission.
In terms of the recovery process, some audiences feel strongly that cultural organisations can promote inclusivity and build trust among stakeholders by prioritising safety, and showing understanding and respect for those who are more vulnerable.

Attendances and spending levels are rising, but 70% of those making plans are still staying local

The data shows that audiences are optimistic about attending in 2022, with 4 in 5 (79%) making firm plans to attend an in-person cultural event (up from 74% in November 2021).
In a positive sign for economic recovery, arts audiences are reporting the highest spending levels since the pandemic started, with 63% spending more than $50 in the fortnight prior and 38% spending more than $100.
Shorter booking timeframes are still common across the country and 7 in 10 of those making plans are opting for local events, which are perceived to be less risky, and are seen as a way to support their communities.
Cultural tourism may take more time to recover, and while travel is increasing, audiences are currently four-times more likely to be travelling regionally or within their state to attend events (52%) compared to interstate (13%).
Lifestyle changes are also evident and 12% say their preference for attendance times has changed. There may be a case to review the days and times of events, as more are working from home and some want to avoid transport challenges or busy venues.
The arts continue to be perceived as vital to community recovery, providing an avenue for healing, joy and social connection during challenging times. While some audiences are yet to return, they are firm in wanting to support artists and help cultural activity to flourish in new ways.
Stay tuned for a Digital Engagement Outlook covering audience participation online and the key digital trends to watch in 2022.

Use the dashboard to get results for your artform and region

Survey data from over 8,300 respondents has been uploaded to the dashboard, which now contains insights from over 80,000 Australian participants.

You can use the dashboard to explore the findings by state/territory, artform and audience segment.

It’s freely available to access, just click the image below and use the login details provided on the dashboard page.

About the Audience Outlook Monitor

The Audience Outlook Monitor provides the results of a study that has tracked audience sentiment over the course of the COVID-19 pandemic, including how audiences respond to changing restrictions on cultural events.

Data was collected in six phases throughout 2020-2021 and is again being tracked in 2022.

Government agencies across Australia are collaborating with research agencies Patternmakers (Sydney) and WolfBrown (USA) to produce this resource. The dashboard is freely accessible and designed to help artists and cultural organisations of all kinds to make the best possible decisions about re-opening.

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About the Author

Tandi Palmer Williams
Managing Director

Tandi is Founder and Managing Director of Patternmakers. She’s an arts research specialist and leader of the agency’s research projects.

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Key findings: March 2022