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.
Actor's Express Theatre Company
Atlanta Jewish Film Festival
Atlanta Lyric Theatre
Atlanta Symphony Orchestra
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
Springer Opera House
The Breman Museum
The Georgia Ballet
The Shakespeare Tavern Playhouse
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.