If You Reopen, Will They Come? Four Factors Driving Attendance (DATA)

To what extent will guests return when cultural organizations reopen? These four factors will help inform your own organization’s near-term volume of visitation.

We’ve been tracking the US public's intentions to visit cultural organizations for the last eleven weeks thus far. As readers know, we monitor intentions to visit cultural entities within one week, month, three months, six months, one year, and two years (and additionally recognize the option of some folks indicating that they never intend to revisit). There’s good news: Intentions to visit cultural organizations within three months have recovered when compared to this same time...