Stay COVID-conscious
Evidence-backed tips and tactics for sustaining audience engagement
In the wait for widespread vaccination, we need to be vigilant and ‘stay the course’ on COVID-safety. Audiences are looking to presenters for reassurance that they can attend the events they love while keeping themselves and the community safe. Tips and tactics include:
Ensure COVID-safe arrangements are clearly referenced when promoting events, as well as at the point of sale, at the entrance to your venue and inside.
When communicating your COVID-safe plans to audiences, prioritise ventilation, check-in procedures and mandatory mask polices, as these are the measures audiences find most encouraging.
When operating at a reduced capacity, be thoughtful with social distancing and seating arrangements – and do whatever you can to ensure meaningful social distancing is possible inside your venue, particularly in high traffic zones and when entering or exiting performances.
Develop a script to help staff enforce distancing in a friendly way, explaining that some visitors rely on these protocols to feel safe - and thank them for being considerate of others so everyone can enjoy the event.
Emphasise safety in your messaging and ensure stakeholders understand the long-term benefits of being vigilant and preventing transmission at cultural venues.
The facts
Audience confidence has been affected by the presence of the Delta variant in Australia – but outside of lockdown areas the majority of audiences continue to be comfortable attending most venue types.
Audiences are most likely to be encouraged by check-in procedures (85%) and upgraded ventilations systems (83%) and 81% would prefer fixed seating at events.
The proportion of audiences who would be encouraged by mandatory mask policies has almost doubled since May 2020 (65%, up from 36% in May). In areas affected by ongoing outbreaks, it’s even higher (e.g. 78% in metropolitan New South Wales).
Even after widespread vaccination, there are likely to be some who are uncomfortable attending where there are outbreaks. In the US, the August 2021 Audience Outlook Monitor found that half of respondents were ‘vaccinated but reluctant’ to go out until outbreak conditions improved - up from a third of respondents in June.
Key perspectives
“I want to see mandated mask wearing, social distancing and ventilation until we reach herd immunity. This is despite my being fully vaccinated.”
“As a theatre maker, I completely understand how much we all rely on achieving 100% capacity again but we aren’t ready to go and sit next to each other”
“Restrictions and cancellations are disappointing but it is better than seeing a mass outbreak come out of a theatre - that will seriously hurt our industry.”
