Announcing The Re-Entry Survey

New Cohort Study:  Re-Entry Survey
Invitation to Participate in a Low-Cost, Time-Limited Cohort Study: 
Tracking the Experience of Returning Audiences


Study Offer

  • Track your ticket buyers’ satisfaction with health safety protocols at your venue (indoor events only) using a standardized online survey protocol designed by WolfBrown

  • Base price of $1,695 covers three deployments; each deployment may cover a single program, a run of a show, or a series of similar events; one or two additional deployments may be elected at a cost of $150 each

  • Organizations who participated in Phase 1 or Phase 2 of the Audience Outlook Monitor study are eligible for a 20% discount

  • Deadline for registration is Sept. 9, 2021. All surveying must be completed by Dec.31, 2021

  • Results will be accessible immediately through the WolfBrown dashboard


To learn more about the study, register for one of two informational webinars:

Monday, August 23 from 2:00-3:00 p.m. EDT [add hyperlink]

Thursday, August 26 from 4:00-5:00 p.m. EDT [add hyperlink]

Register to participate in the study here.


About This Study

The Audience Outlook Monitor Covid-19 Study tracks the attitudes of audience members about returning to cultural events. As of August 2021 a large majority of arts goers are vaccinated, although 40% to 50% are still reluctant to go out. With many arts organizations planning to reopen in the fall months, and with rising concerns over risk of breakthrough infections, variants and the most recent surge of infections primarily amongst unvaccinated Americans, maintaining a high level of trust and transparency about health safety protocols is paramount.


We believe that creating a feedback loop with audiences about their initial “return experience” – in other words, surveying audiences and reflecting results back to them – will help to lower anxiety levels amongst patrons, including those who are planning to return but reconsidering their decision due to worsening Covid-19 conditions, as well as “wait and see” patrons who’ve not yet decided when they’ll return to live events. The vast majority of patrons will have positive experiences upon return, and it is essential for others to hear about those experiences.


Inviting critical feedback from customers and being sincere and transparent about the feedback you receive will also contribute to an atmosphere of trust.


To provide arts groups with a turnkey solution to audience feedback during the fall months, Audience Outlook Monitor is offering a low-cost opt-in study for up to 30 organizations. Those who opt into the study will deploy a standardized feedback survey to audiences for up to five individual programs between mid-September and Dec. 31. An individual program might be a single-night event, or a multi-week run of the same show, or a series of similar programs. Organizations will receive separate hyperlinks for each program that they choose to survey, and will be responsible for sending email messages to ticket buyers on the night of each surveyed performance, requesting cooperation with the survey. Detailed instructions will be provided.


Results will be available immediately through WolfBrown’s dashboard, allowing organizations to monitor feedback on health safety policies on a program-by-program basis. Additionally, upon completing the survey patrons will be redirected to a simplified “exit dashboard” where they can view selected, organization-specific results from the survey they just took. In this fashion, a degree of transparency is built into the study. Organizations will receive a hyperlink to the “exit dashboard” and may use it in other marketing and communications efforts with patrons (e.g., “see what other patrons are saying about our health safety policies”).


Small and mid-sized organizations are encouraged to participate, although results will be more meaningful with a minimum of 400 to 500 outbound emails for each surveyed program or series of programs.  


The survey protocol will follow a modular approach to gathering feedback on a range of specific health safety practices. Respondents will identify which health safety practices were implemented at the venue (e.g., mask requirement, distancing, touchless transactions) and offer feedback on each practice that was implemented. Open-ended questions will invite comments on specific practices. Additional questions will investigate sources of information accessed prior to attendance and other demographic and buyer behavior questions (e.g., subscriber status, donor status). Where applicable, organizations may elect an optional module of questions about satisfaction with proof-of-vaccine admittance policies. Otherwise, no customization of the protocol is possible.


Participating organizations will be grouped into two or three cohorts of similar organizations, each with its own dashboard and cohort webinars. In this fashion participating organizations can view other organizations’ survey results as well as their own.


Base Price (includes three programs/deployments): $1,695

Additional deployments (up to two): $150 ea.


Organizations who participated in Phase 1 or Phase 2 of the Audience Outlook Monitor study are eligible for a 20% discount.


All surveying must be completed by December 31, 2021.


Registration will be handled on a first-come, first-serve basis. The deadline for registration is Sept. 8 at 5:00 p.m. EDT.  Participating organizations will be notified of their cohort assignments on Sept. 20.  Survey links and email instructions will be sent on Sept. 22.  Surveys may be deployed beginning Friday, Sept. 24. Contact WolfBrown if you have a program that starts previous to Sept. 24 and we’ll do what we can to accommodate your needs. Dashboards will be accessible on Sept. 24.


If your needs exceed the limitations of the study, contact to discuss a customized level of service, including both qualitative and quantitative methods.