Friday, November 25, 2022
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DC-area theaters now going off half-masked

Theatre Washington, the service group for Washington, DC-area theaters, and Limelight Insights by Shugoll, a nationwide advertising analysis firm headquartered in Rockville, Maryland, collaborated on a web based survey, open from October 19 to 21, 2022, to raised perceive theater-goers’ opinions and attitudes towards COVID-19 security insurance policies at DC-area theaters.

The report exhibits that among the many 2,755 responses from survey individuals — representing theater-goers each pre-pandemic and since theaters reopened within the fall of 2021 — theater attendance is down total and the driving motive is that individuals proceed to have issues about COVID-19. COVID-19 has had a powerful influence on frequency of attending theater. The typical annual variety of exhibits attended dropped from 7.38 (pre-pandemic) to 4.80 (after 2021). Round two-thirds of respondents (68%) report that concern about getting COVID-19 is an important motive they haven’t attended. Solely 17% haven’t attended as a result of they don’t wish to put on a masks on the theater and solely 11% as a result of they don’t wish to present proof of vaccination.

DCTA graphic

Round half (48%) of viewers members surveyed said a desire for necessary mask-wearing all over the place in theater venues whereas a few third (31%) favor for them to be optionally available all over the place. An extra 17% of survey respondents would like masks contained in the efficiency area however not within the foyer or different areas. Amongst present attenders (those that have been to the theater since fall 2021), 12% would attend extra usually if masks necessities ended, whereas 41% would attend not less than considerably much less usually. Only a few (7%) would cease attending the theater totally if masks weren’t required.

“We’ve been monitoring the attitudes and opinions of DC-area theatergoers by way of analysis and surveys since early within the pandemic and this survey represents one other knowledge set,” mentioned Mark Shugoll, senior marketing consultant of Limelight Insights by Shugoll. “At this explicit time limit, it’s clear to me that as theatergoers return, they’re nonetheless cautious about COVID-19 security and would like necessary mask-wearing when inside.”

Since DC-area theaters reopened in fall of 2021, theaters throughout the area have united to supply for a high-level of public security, first requiring each mask-wearing and proof of vaccination in theater venues. The newest replace to the unified coverage in August 2022 required mask-wearing inside efficiency areas, however not in different areas of the constructing, the place food and drinks have been out there. As COVID-19 strikes from a pandemic to an endemic, the insurance policies at particular person theaters are evolving non-uniformly, based mostly on their very own audiences, geographic location, venue measurement, air techniques, consultations with public well being specialists, and state and federal steering. From now forth, DC-area theaters will replace their insurance policies independently. Theatergoers ought to seek the advice of particular person group and venue web sites for probably the most present info.

“The outcomes of this survey have been shared with our associate organizations as they proceed to make difficult selections about COVID-19 security insurance policies of their theaters,” mentioned Amy Austin, president and CEO of Theatre Washington. “It’s no secret that DC-area theaters have struggled to rebound since reopening their doorways in fall 2021, and face some very tough decision-making forward. I really feel assured that theater management has the perfect curiosity of their audiences, artists, workers, and volunteers on the core of their coverage selections, and Theatre Washington will proceed to assist them by way of this era. In step with steering from the CDC, Theatre Washington extremely encourages using masks inside indoor theater areas.”

“I admire the assist of my colleagues at Theatre Washington and the collaboration amongst management at DC-area theaters whereas we’ve got navigated this unsure time as an {industry},” mentioned Neal Racioppo, senior director of selling and communications at Shakespeare Theatre Firm. “It’s been difficult, and I’m happy that STC has developed protocols that meet our evolving wants. Starting with A lot Ado About Nothing beginning November 10, STC could have mask-required performances on Tuesdays, Wednesdays, and Sundays, and mask-recommended performances on Thursdays, Fridays, and Saturdays. We hope having this selection helps serve audiences effectively. Our theater and neighborhood will proceed to innovate and adapt in response to public steering and the wants of our audiences, artists, and workers.”

Survey Methodology and Extra Data
This examine was carried out utilizing a web based survey despatched to subscribers and single ticket consumers at 10 DC-area theaters requested to take part by Theatre Washington. These theaters weren’t randomly chosen and are all massive to mid-size theaters within the space. It’s felt the views of theatergoers from these theaters ought to probably replicate these of theater attenders within the space total. A complete of two,755 surveys have been accomplished between October 19 and 21, 2022. Knowledge are correct inside +/- 2% at a 95% confidence degree. The complete report is out there right here. 

Limelight Insights by Shugoll
Limelight Insights is a next-generation Shugoll firm. It was developed to serve the ever-changing wants and calls for of the advertising analysis {industry}, with a renewed deal with on-line advertising analysis. Because it has turn out to be more difficult, dangerous, and costly for researchers, purchasers, and individuals alike to have interaction in in-person analysis, Limelight Insights has taken on-line analysis to the following degree by deploying what has already turn out to be an industry-leading, video qualitative analysis platform referred to as Limelight.

Theatre Washington
By collaborative partnerships and packages, Theatre Washington helps the Washington, DC-area’s skilled theater neighborhood to have fun inventive achievement, strengthen the theatrical workforce, assist institutional development and development, and domesticate collective motion. Theatre Washington’s core packages embody the Helen Hayes Awards, Theatre Week, Theatre Summit, Theatre Work, and the Taking Care Fund.

Theatre Washington broadcasts replace and extension of COVID insurance policies
(August 10, 2022, information story)
DC theatergoers not but able to take off masks, says new survey (March 29, 2022, information story)
It’s nonetheless not time for theaters to give up masks and vax necessities (March 22, 2022, DC Theater Arts editorial)
Will COVID security protocols survive at native theaters? (report by Keith Loria, February 22, 2022)
DC-area theaters unite to increase COVID vax and masks necessities (January 11, 2022, information story)



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