Aim to Uplift
Evidence-backed tips and tactics for sustaining audience engagement
Overwhelmingly, audience members want to see the kind of content they saw before the pandemic – but there are some trends to watch.
Those who can find creative solutions for uplifting people and capturing the atmosphere, excitement and energy of pre-pandemic performances will be richly rewarded! Tips and tactics include:
Where the quantity of events we can offer is limited – think about the quality of those events. Going the extra mile to make it a really special experience for a small number of people is a smart audience development strategy.
When it comes to in-person attendance, audiences are craving events with a great atmosphere - so it’s worth getting even more creative with music, lighting, food & drink options if possible.
Although participatory works might be challenging to make COVID-safe, find creative ways to enable interactive moments and balance the need for social distancing and mask-wearing.
Build engagement with more challenging works by profiling the artists behind the work and sharing insights into the artistic process.
Ensure difficult topics are handled with care and that audiences are signposted to support services if they need help.
Improve your knowledge of psycho-social support mechanisms by checking out Support Act or the Arts Wellbeing Collective.
The facts
9 in 10 (93%) of audiences in July 2021 wanted to see the same kinds of events they used to attend, pre-pandemic.
A third of audiences said they were looking for more ‘light-hearted programs’ – and this is growing (34%, up from 21% in May 2020). Audiences affected by lockdowns in particular are eager to experience connection, joy and transcendence after long periods of isolation.
Many audiences report a craving for the ‘peripheral’ aspects of live performance – being present in the performance space, engaging with other audience members, enjoying food and drink offerings, or catching up with friends over a show.
Only 1 in 10 were interested in ‘works that make sense of the pandemic,’ down from 24% in May 2020. Qualitative research confirms that care needs to be taken with content directly tackling COVID-19, and we need to be wary of ‘pandemic fatigue’.
When asked what role arts and culture organisations can play in the recovery process, common themes in audience responses include reimagining public places, enabling connection, offering escapism, facilitating healing, assisting with social transformation and remodelling how culture itself works.