There is likely to be a slow evolution to a new normal.  I don’t expect people will be ready to flock together this summer as they did in early 2020.  Instead, I expect people to adopt differing levels of risk.  Some will be ready to jump right back in and be shoulder to shoulder with strangers.  Some may be OK with this only if masks are required.  Others will want to maintain social distancing before, during, and after the event.  While others may not be willing to step back into a venue for a while, if ever again.  This does not mean they are no longer your patron, but you will need to serve them in a new way. 

Programmers and producers need to reimaging presenting in terms of these new expectations.  If the production has multiple performances, then maybe different performances can have different rules of engagement.  This performance will not require any restrictions (though staff may still be practicing social distancing and mask wearing).  The performance on this date and time will be mask required.  This performance will be socially distanced.  You can offer live streaming or video on demand content to reach those that don’t feel comfortable coming to the theater yet. 

This is all similar to where the industry was headed with young audience performances, sensory friendly performances, social media friendly performances, and don’t forget the classic matinee developed for those that did not want to come out at night.

We will just need to expand our offerings to meet new expectations.  This can be done.  Even in a single performance certain sections of the house and select lobby amenities might be reserved for the expectations set forth above.  Changing the audience culture expectations by performance and creating a cohesive and welcoming whole-venue experience will likely be the most compelling, but each venue and organization should be able to find a way to implement accommodations and make patrons of all types feel welcome.

Another option is for the venue or arts organization to adopt an audience culture standard and clearly communicate that. This will attract those that are comfortable or willing to adapt themselves to the stated conditions and repel those that find the conditions undesirable.  Audience members are not required to see your productions.  They can choose to attend or not attend your performance and the audience environment is a big part of that decision.  For example, consider attending a music concert in the past with one venue being an open floor where packing people in or dancing was an acceptable practice vs. a concert venue with assigned seating where those activities would be discouraged, not allowed, or simply difficult to carryout.  Same artist, same show, but completely different audience experience expectations.  You have been already setting these expectations, you just now need to be more nuanced and open as you set those expectations.

Whatever expectations you decide to set, the plan should be expressed with optimism and not restriction.  It is also important to leave room for modification over time while not opening the door to individual accommodation at every event.

The good news is that the COVID vaccine distribution as begun!  This is likely the beginning of mitigating the coronavirus pandemic.  Note that I did not say end the pandemic.  That line of reasoning is too simplistic, this pandemic experience will forever change our society.  Going back to normal is not really an option, there is only moving forward with a new shared history.      

The performing arts and live events industry have been hit particularly hard by the restrictions on mass gatherings.  I expect to see those restrictions slowly be lifted as general infection and hospitalization rates drop.   However, the collective damage to our industry and patrons has already been done.  The concept of or the fear of more shutdowns will play on everyone’s minds.  Then there is the personal tolerance for risk.  Some people are undaunted and just want to get out there, others are going to wait and see how others are doing, and then some will simply avoid gathering for a long time. 

This new normal means that the performing arts need to adapt and meet our changed business and patron’s expectations. 

• We will need to be more lenient with our cancellation and ticket return policies
• We will have to build in more resilience to our financial modeling to account for a higher risk of shutdown
• We will have to find ways to blend the experiences of the exuberant patrons with those that are more hesitant.

Knowing your audience’s needs and expectations on an individual level will be more important than ever before. 

Therefore, now is the time to invest in strategic planning, audience development, and the honing of your marketing messages. 

You are likely past the panic point of transforming your organization, figuring out how to survive, and you are now in the waiting phase.  Use this time to invest in your sustainability.  Figure out how to develop a more resilient financial model.  Consider the various expectations, fears, and wants of your old and new audiences.  And figure out how to communicate that you are sustainable, you care, you understand, and why people should trust you to take care of them when you provide an exceptional experience. 

The thought of spending limited resources on strategic planning right now seems counterintuitive or downright foolish when you are just trying to survive but investing now will allow you to launch into the new world with confidence and precision.  Many will wait to see how the others are doing, but you could be that organization that is exuberant and ready to celebrate the rebirth of live events with your patrons, new and old. 

Your audience is ready to come out and play, are you ready to give them an experience worthy of their expectations?