Our Partners

Atlanta Metro Region

Supported by the Arthur M. Blank Family Foundation

The first Arthur M. Blank Family Foundation funded survey deployment occurred on May 14, resulting in a total of 4,106 responses collected by 21 Audience Building Roundtable organizations in Georgia. These results represent a baseline and we will track change in attitude as responses are collected in subsequent months.

Key Figures to Track Over Time

  • 64% of respondents would be comfortable walking around a museum or gallery with social distancing and other health safety measures

  • 20% of respondents would be comfortable attending a performance venue seating 1000 or more people with social distancing and other health safety measures

  • 15% of respondents are ready to return to cultural events as soon as it is legally allowed

  • 31% of respondents are waiting for the rate of new infections to drop to near zero

  • 44% of respondents are waiting for broad availability of testing and treatment, vaccination, or immunity

  • 48% of respondents trust the organization that sent them the survey to determine when it is safe for them to resume attending

 

Conditions for Return

Only 15% of Georgia respondents reported being ready to return to cultural events as soon as it is legally allowed. On the opposite end of the spectrum, 20% said they would not return to cultural events until they are vaccinated or have developed immunity to the virus. While one in five respondents will not be ready to return until they are immune, almost everyone will feel comfortable returning after immunity. When respondents were asked how the pandemic would impact their attendance frequency long term, 85% said they would attend at the same frequency as before, or even at a higher frequency. This is good news, indeed.

Comfort and Decision Factors for Returning

Survey results show a low level of comfort going out, even as the state starts to open back up. More than two thirds of respondents are still not comfortable going to a restaurant or movie theatre or using public transportation. Georgia respondents have very low levels of trust in public health officials to determine when it is safe for them to return to arts and cultural programs. Overall, only 12% of respondents agree or strongly agree with the statement “I trust public officials in my area to determine when it’s safe to attend arts and cultural events.” Perhaps not surprisingly, the chart below shows that respondents who will return as soon as it is permitted have higher levels of trust in public officials than those waiting for conditions to change. Both respondents who are ready to return right away and those waiting for conditions to change have a higher level of trust in the organization that sent them the survey than they do in public health officials.

PARTICIPATING ORGANIZATIONS

 

Actor's Express Theatre Company

Alliance Theatre

APEX Museum

Atlanta Ballet

Atlanta Contemporary

Atlanta Jewish Film Festival

Atlanta Lyric Theatre

Atlanta Symphony Orchestra

Aurora Theatre

Children's Museum of Atlanta

Dad's Garage Theatre Co.

Georgia Ensemble Theatre

Georgia Symphony Orchestra

Kenny Leon's True Colors Theatre Company

Museum of Design Atlanta

Out of Hand Theater

Rialto Center for the Arts

Spivey Hall

Springer Opera House

The Breman Museum

The Georgia Ballet

The Shakespeare Tavern Playhouse

Theatrical Outfit

Future Spending

Overall, 88% of respondents reported that they are somewhat or very eager to return

to the sending organization. The survey asked a series of questions about future spending on and donations to arts and culture and here we see positive news. Respondents indicate that once it is safe to go out again their overall spending on tickets, subscriptions and memberships will be about the same as it was before the pandemic. The aggregate anticipated spending level is 97%, a net three percent drop.

 

In considering these statistics, it is important to note that respondents were asked to guess how much their spending will change, an exercise that is quite speculative. Perhaps not surprisingly the graph below shows that donors are more likely to anticipate spending more after the pandemic. When we look at anticipated donations, we see a high level of commitment. While 7% of donors plan to give less once programming resumes and they feel safe going out again, 21% plan to give more.

We will continue to update these data points as new information becomes available.

Questions?

Please contact Megan Bander, Consultant and Business Manager at WolfBrown, at:

Email: megan@wolfbrown.com

Phone: (415) 796 3060 ext 0

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