Cultural organisations are closed in most countries and will be for a while. US research agency IMPACT is looking into data that can help prepare for the time when organisations can re-open.
The key data they analyse is “intent to visit”. Colleen Dilenschneider is sharing this data weekly now in her blog Know-your-own-bone.
The data is US focused so to be taken cautiously as an indicator for other markets, and it is early days, and as we see with this crisis, things can change very quickly. Keeping this in mind, I find Colleen’s conclusion interesting that
“demand for cultural enterprise will not be (at least immediately) distributed as it was pre-coronavirus.”
The data indicates demand for visits might be redistributed away from some organisation types and towards others, which will be important to consider for re-opening. Three main trends seem to emerge and sound like common sense in the current environment:
- Cultural experiences that allow for relative freedom of movement and in particular outside spaces (such as public parks, botanic gardens, zoos, aquariums, historic sites, museums) may get increased demand;
- Enclosed spaces with minimal visitor movement (such as performing arts) may get less demand;
- Tactile experiences (such as those offered at science centres) may get less demand.
The data is from the US and still very fresh, thus might change, however, it might trigger some useful discussions for the planning of the eventual reopening: What practical measures will be required to allow physical distancing? What reassurances are needed? How to best communicate this.