As some states move towards re-opening, audiences are concerned with managing risk at cultural events

Data collected between 28 September and 1 October 2021 shows that audiences in outbreak-affected states have become more risk averse over the past few months. However, when asked about their likely comfort levels in a scenario of 80%+ vaccination rates, their confidence levels increase markedly.

Scroll down to read about the summary findings, or click the images to download the reports. You can also download one-page infographics from the National Report or the NSW Report.

The National Report below covers the findings for outbreak-affected states and the rest of Australia. With New South Wales being the first state/territory to open up after lockdown, a NSW Report is also available to assist with the reopening process.

If you would like to request the National Report or the NSW Report in an accessible format, please email info@thepatternmakers.com.au.

As outbreak-affected states move towards re-opening, audiences are concerned with managing risks

As outbreaks continue in NSW, ACT and VIC, audiences in those areas are slightly more risk-averse than they were in July 2021. Approximately 43% say they are ‘ready to attend now or whenever permitted’, down from 57%, while 52% say they will only attend when the risks are minimal, up from 39%.
Audiences in outbreak-affected states await the achievement of population-wide vaccination targets and most are eager to see cultural venues and events open safely.
Although almost all audiences are now partially or fully vaccinated (96%), many are conscious that risks of transmission remain and want to see strict measures in place to keep audiences and staff safe at cultural venues.
Audiences generally believe that clear and consistent COVID-safe measures are key to preventing further disruptions and allowing the sector to rebuild.
Across the rest of Australia, audiences are largely comfortable attending right now (74% are ‘ready to attend’) – but opening borders could present new risks and challenge some audience members’ confidence.

Requiring proof of vaccination will be an important tool enabling attendance in the transition to ‘COVID-normal’

The majority of audiences (81%) feel encouraged by proof of vaccination requirements – and some say they won’t attend unless they are in place, at least in the short-term.
Based on a re-opening scenario of 80% population vaccination rates, vaccine passports, capacity limits and masks in indoor environments, comfort levels in outbreak-affected states should increase to:
- 74% very comfortable at museums/galleries (compared to 56% right now)
- 61% very comfortable at large theatres/concert halls (compared to 37% right now)
- 77% very comfortable at outdoor events with fixed seating (compared to 66% right now)
A small number are concerned that proof of vaccine requirements could create further division within the community – however among arts audiences they are less polarising than masks and social distancing measures.

Organisations should prepare to hear a range of views from audiences and stakeholders

This data quantifies the case for vaccine passports at cultural events, however there are a diversity of views on the best way forward and organisations should prepare for a period of vocal objections and debate.
Discussions around vaccination are somewhat charged at the moment – and at times elicit anger, frustration and anxiety. Some audience members have very firm views while others are still working out what they are comfortable with, particularly outside the outbreak-affected states.
Government mandates and industry guidelines will help organisations manage relationships with audience members during the challenging transition period.
Organisations should monitor developments such as rapid antigen testing, which could help further increase confidence, and consult with staff.
Audience readiness to attend is likely to change rapidly in the coming months, and may vary from venue to venue, as people begin to navigate decisions about re-entering public life and managing risks for their households and communities.

As NSW moves into the first phase of its re-opening plan, half of audiences are ready to attend

With NSW anticipating the first phase of its re-opening plan, approximately half (46%) of the past attendees surveyed say they are ‘ready to attend now or whenever permitted’ (down slightly from 49% in July).
Another 49% of NSW audience members say they will attend when the risks are minimal. Many are awaiting higher population vaccination rates and will watch carefully for surges in case numbers as restrictions lift.
Almost all NSW audiences are now partially or fully vaccinated (98%). The state has one of the highest rates of complete vaccination (92%) among arts audiences in the country, particularly among younger audiences.
Vaccination has boosted the confidence of many audience members. However, many are conscious that risks of transmission remain and want to see strict measures in place to keep audiences and staff safe and minimise the potential for further disruption to cultural events.

Requiring proof of vaccination will be an important tool to encourage risk-averse audience members in NSW

The vast majority of NSW audiences (90%) will be encouraged to attend by proof of vaccination requirements - and some say they won’t attend unless they are in place, at least in the short-term.
NSW organisations can expect audience comfort levels to increase when the state’s vaccination rate increases to 80%+ assuming COVID-safety requirements like vaccine passports, capacity limits and masks are satisfied.
In a scenario with an 80% vaccination rate, along with vaccine passport mandates, masks indoors and some capacity limits, comfort levels at cultural venues in NSW will increase to:
- 75% very comfortable at museums/galleries (compared to 57% right now)
- 63% very comfortable at large theatres/concert halls (compared to 39% right now)
- 77% very comfortable at outdoor events with fixed seating (compared to 64% right now).

Looking forward, many unknowns exist – and venues can expect to hear a range of perspectives

This data quantifies the case for vaccine passports and makes it clear that the majority are in favour. However, there are a diversity of views on the best way forward and organisations should prepare for a period of vocal objections and debate.
A small number are concerned that vaccine passports could alienate members of the community – however among arts audiences they are less polarising than masks and distancing measures.
Many audience members express uncertainty about the ‘new normal’ of living with COVID-19. If venues open up to the unvaccinated in December as planned, it can be expected to affect confidence among arts audiences.
Presenters will face increased pressure from audiences on both sides of the debate if vaccine policies are decided on a venue-by-venue basis.
Front-of-house staff may bear the brunt of the passport controversy and measures should be taken to ensure staff are supported, informed and safe.
Organisations should monitor developments such as rapid antigen testing, which could help further increase confidence, and consult with staff about the best way to enforce COVID-safety policies.
It will take time for audiences to adjust to the new normal and ‘define their dealbreakers’ – it’s wise to expect some fluctuation in attitudes over the next few months.

About the data

The Audience Outlook Monitor is tracking audience sentiment over the course of the COVID-19 pandemic, including how audiences respond to changing restrictions on cultural events.

Data was collected in three phases throughout 2020 and is again being tracked in 2021.

On 28 September 2021, we sent a ‘pulse check’ survey to 12,500 past respondents from previous phases of the Audience Outlook Monitor study, who opted-in to be contacted about future research on this topic. The survey closed on 1 October 2021 with over 2,000 respondents.

This ‘pulse check’ survey is a short questionnaire delivered between the fifth (July 2021) and sixth (November 2021) phases of the survey, designed to ‘take the temperature’ of audiences in light of rapid changes to outbreak conditions and planned lifting of COVID-19 restrictions in some states/territories.

Government agencies across Australia are collaborating with research agencies Patternmakers (Sydney) and WolfBrown (USA) to produce this resource. A dashboard is freely accessible and designed to help artists and cultural organisations of all kinds to make the best possible decisions about re-opening.

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If you have a question, or an idea for using this data, please contact Patternmakers at info@thepatternmakers.com.au

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About the Author

Tandi Palmer Williams
Managing Director

Tandi is Founder and Managing Director of Patternmakers. She’s an arts research specialist and leader of the agency’s research projects.

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October Pulse Check: Results out now