Comfort levels of audiences are not rebounding just because restrictions are lifting, says a new Alberta study of culture, sports and recreation activities during the pandemic.
"Organizations need to temper expectations about reconnecting with audiences," says a summary by the Alberta Foundation of the Arts. "You will not be reengaging them in the same ways you used to. It will take time and it will look different. Plan on it and prepare."
The report, The New Experience Economy, is being conducted in six waves over the next year by Stone-Olafson, a Calgary-based research firm. The first and second wave can be found here.
The report notes it's vital to help audiences get comfortable enough to attend.
"Show the steps you are taking and the tools being employed to protect audiences. Building confidence with what you are doing will help increase comfort and, in turn, consideration."
It also notes that audiences and markets are changing, and there are new barriers to address and consider. Understanding shifting mindsets of different target audiences will be key to engage effectively.
The report says audiences are eager for updates, information or promotions. And it suggests developing new products and experiences, such as hybrid models with both digital and in-person components.
Source: Alberta Foundation for the Arts