Street closures around the NAC during Ottawa Race Weekend

Culture-goers increasingly optimistic for in-person activities

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National Arts Centre © doublespace

Latest findings of the Arts Response Tracking Study

Canadian culture-goers increasingly report that they plan on returning immediately to cultural events once businesses and organizations are reopened and following health guidelines.

This is one of the latest findings from the fourth report of the Arts Response Tracking Study, which gauges Canadians on their attitudes about returning to and supporting the arts across Canada. A partnership between Business / Arts, the NAC and Nanos Research, the initiative is part of the NAC’s effort to lead and support the renewal of the Canadian performing arts sector.

The latest report offers insights into when culture-goers plan to return to in-person performances and exhibitions; the precautions required to make culture-goers comfortable in returning; current and future methods of consuming cultural content; and valuable aspects of participating in virtual and in-person cultural activities.

Key findings:

  • Culture-goers value the entertainment and ability to still enjoy events by participating in virtual activities, along with accessibility and availability of programming;
  • Culture-goers value the social interactions and sense of community of in-person cultural activities, followed by the entire experience and that it is more engaging;
  • Culture-goers plan on returning to in-person events once the pandemic is done and it is safe to go to any event, while still viewing free online content;
  • Culture-goers are increasingly more likely to say they plan on returning to activities immediately once organizations are open.
  • The National Arts Centre Foundation would like to thank Christine Armstrong and Irfhan Rawji for their support for this research.

Check out the Arts Response Tracking Study to learn more.

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