Demand for cultural entities upon reopening isn’t necessarily increasing or decreasing. Instead, it’s being redistributed between organization types. We are closely monitoring when people are next planning to visit cultural organizations, including museums and performing arts entities. This metric is known as “intent to visit,” and it helps cultural executives understand the likely duration that the current COVID-19 outbreak will impact their visitors’ planning cycles and attendance patterns. This information is particularly critical for informing marketing strategies and communications right now. Research shows that people expect to largely return to their more usual attendance patterns within three months, with a