Much-awaited @LaPlacaCohen report on COVID and arts/culture orgs is out. Just reading the topline PDF and a few things jump out (thread). culturetrack.com/research/repor…
1. Strong patterns in "what people want more of" and "what people miss most": connection with others, fun, relaxation, escape. Information/learning too, but it comes 4th on list of 5 choices.
81% report doing something creative during stay-home - and for 62% of them, it included baking. Huge opportunity for #InterpretingFood!
53% of respondents are using digital resources from cultural orgs. But get this - between 1/3 and 1/2 of those people had not visited any of those culturals in person in the past year. There's our "ghost audience." They love what we do but can't, don't or won't come in person.
@LaPlacaCohen asks whether digital offerings are expanding access to culture. Pull quotes from respondents highlight being able to access culture "on my own schedule," absence of ability barriers, and affordability.
This is something we need to roll into programmatic realignment around COVID - AND afterward. How can remote/digital expressions of museum content continue reaching these very rea but non-physical visiting audiences - and not just to tease eventual visitation, but AS visitation?
On the list of respondents' things to do when they can get back out again, #museums rank sort of low. Higher priorities: seeing friends, dining out, religious services, being outdoors. Can we combine some of these purposes with future programs and visit experiences?
Is this a key part of our offer we're underplaying? Are #museum audiences more likely to be people who actively seek challenge and thought provocation? What if we thought of that as one of the central components of the value we deliver? Curious to learn more about that.
On feeling safe to return: LPC divides factors into internal/external. Cleaning, lower numbers, and masks are biggies within museum control. But external factors - vaccine, an all-clear from gov't, & wide immunity testing were just as big.There's only so much #museums can do.
What ppl wanted their culturals to offer: mostly, interpersonal connection, help in staying creative and help processing tough emotions. Help w/practical needs came lower on list.
However! The arts audience sample is not perfectly representative - LPC notes the "inclusion gap." We might not be hearing from people who would prioritize help with practical needs more highly.
If any #museum needed a call to action to arrive with flashing neon lights and sirens, this is it: 
Audiences see a big gap between what they know #museums can do/what they want us to do, and what we are doing. Resources are an issue: they know these orgs aren't well funded, but don't see funding us as highest priority. That's another tweet thread (we can't lean on audiences).
Conclusions: @LaPlacaCohen says it's all about community & inclusivity. There is a real desire and need for what #museums can offer. There's opportunity to reach into new audience areas. But our offerings MUST respond to emotional, social, and well-being-related needs.
Thanks @LaPlacaCohen. Your work is always so strong and useful. To download report "Culture + Community in a Time of Crisis," pop over to culturetrack.com/research/repor…
