With the goal of enhancing the arts sector’s understanding of engagement behaviours and trends, this SIA Brief analyzes several Canadian information sources related to public engagement and spending in the arts.
This information could help arts organizations enhance their communications and marketing as the country emerges from the pandemic and as arts sector renewal and regeneration take place. Organizations could communicate the fact that people who have attended indoor arts activities have found them to be very safe. In addition, organizations could implement and emphasize risk mitigation measures that research has shown to be important, including controlled access with limited lineups, proof of vaccination, masking, limiting the number of attendees, and physical distancing. Another measure suggested by the research is easy cancellations if pandemic conditions or attendees’ situations change.
Like everyone else, we do not have a crystal ball to foresee how the arts sector will emerge from the pandemic and, specifically, how Canadians will perceive the risks and rewards of arts participation. There are negative and positive signs, which we outline below.