GVPTA Announces New Data on Arts and Culture
/The following is excerpted from a communication issued by GVPTA.
Image: REUTERS/Mario Anzuon.
GVPTA has announced initial results from B.C. Patron Insights, its decentralized data collection strategy to provide an understanding of arts and culture patron sentiment across British Columbia during our sector’s COVID-19 recovery efforts.
In order to build a comprehensive dataset, B.C. Patron Insights provides organizations with access to an individualized patron survey. In addition to helping them learn more about their patrons' arts and culture activities, interests, and health and safety expectations, the data contributes to a provincial understanding of patron sentiment.
Data in this initial report, collected between July 21 and September 8, represents responses from 2,189 patrons surveyed by 11 participating organizations across British Columbia, including those based in Metro Vancouver, Kamloops, Kelowna, Nelson, and Quesnel.
Accurately measuring patron sentiment will continue to be a moving target as new realities emerge for individuals, communities, and across the province.
Key Findings
62% of patrons reported a high level of eagerness and interest in returning to in-person programming.
29% of patrons reported a high level of comfort in returning immediately. 35% feel very uncomfortable returning right now.
Patrons of organizations outside of Metro Vancouver are more comfortable and eager to return immediately (38%) than those within Metro Vancouver (25%).
Key strategies and measures that will make patrons make them feel comfortable to return to in-person events include availability of a vaccine, physically distanced seating, and mandatory masks.
While 53% of patrons surveyed have already returned to restaurants (indoor dining), their intention to return to indoor arts events and spaces within the next two months is much lower (15% to 27%). Many still don't know when they will return to any arts activities.
58% of those surveyed have attended at least one online arts and culture event, performance, or activity.
27% of patrons are willing to pay 60% or more of a regular ticket price to view the same live performance online. Only 11% are not interested in buying a ticket to an online performance.
52% expect to spend the same or more on arts and culture in the next year; 47% expect to spend less.
Respondents expect to travel less in general over the next 18 months, however 24% expect to travel more within the province.
All patrons agree that arts and culture strengthens the community in many ways, including quality of life (98%) and mental health and wellness (97%).
If your organization is interested in using this free service to survey your patrons, complete a request form at www.gvpta.ca/programs/bc-patron-insights. If you recently conducted a survey and wish to contribute aggregate data to this collective strategy, contact Kenji Maeda, Executive Director, at kenji@gvpta.ca.
