The short answer is yes. Now is the time to put a plan into place and communicate that plan to your stakeholders. However, arts organizations should develop flexible plans that will accommodate a lot of different expectations and needs as we move forward.
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.