From the Field

Vaccine News Is Changing Plans to Visit Cultural Entities in 2021

Impacts Experience, a research firm for the cultural sector, has published an update to its weekly Intent to Visit metric. This predictive behavior metric measures when people are actively planning to visit cultural organizations—especially useful in predicting how they are responding to the pandemic over time. The weekly updates since November, when COVID-19 vaccines were announced, shows that more people are confident the vaccines will give them the safety to return to normal activities.

Theatre Facts 2019

The Theatre Communications Group released its 40th annual Theatre Facts 2019 report, in partnership with researchers at SMU DataArts. With data from a fiscal survey of 129 theatres and 990 forms for 1,953 theatres, the report provides a baseline of theatre activity before the pandemic hit in early 2020. It reveals that the nonprofit theatre sector added more than $2.8 billion to the U.S. economy and estimates that in 2019 the not-for-profit theatre field attracted 38 million audience members.