DENVER CULTURAL ORGANIZATIONS: REOPENING SURVEY COMMUNITY-WIDE SURVEY TO ASSESS PERCEPTIONS, INTENTIONS, AND ATTITUDES ON SAFETY & VISITATION POST REOPENING
2020 As we continue to work our way through navigating the world during the COVID19 pandemic, arts and culture organizations face uncertainty. Despite the uncertainty, we continue to work together with our colleagues, donors, funders, staff, and elected officials to create plans that serve the needs of our communities.
Information about the pandemic changes and evolves daily and we, as a Denver community, want to understand what is important to our guests as we work to re-open the doors to our institutions and organizations.
While there are no concrete answers in a time like this, the Department of Community Research & Engagement Strategies at the Denver Museum of Nature & Science developed this pan-institutional study focused on our arts and culture community to create a shared, empirical picture around which our Denver cultural community could come together.
We hope that these results support your continued re-opening efforts. It has been our honor to offer this small gesture of fellowship. Thank you for your willingness to be part of this study, we truly are all in this together.
Andréa Giron Mathern Director of Community Research & Engagement Strategies Denver Museum of Nature & Science
Denver Cultural Organization | 2 Collaboration © 2020 Thank you to the following Denver-area cultural organizations for their PARTICIPATING participation in this community-wide survey effort. ORGANIZATIONS
Denver Cultural Organization **There were no responses received from the contacts from Four Mile Historic Park | 3 Collaboration © 2020 Denver cultural organizations led by the Community Research & Engagement TABLE OF Strategies team at the Denver Museum of Nature & Science developed a community-wide survey to assess intentions to visit, sentiments around proposed safety precautions, and impact on visitation and membership now CONTENTS that institutions have begun to reopen. 1,301 community members provided at least a partial response to the survey, a response rate of 6%. The survey was fielded Monday, July 20 through Monday, July 27. Response counts by institution can be found in Appendix A. Click to go to section
Page Page Page Page Page 05 12 19 27 45
Intentions to visit Denver Anticipated impact on What will visitors need Which safety Respondent cultural organizations visitation and in order to feel precautions are most demographics membership comfortable visiting? important to visitors?
Report Notes: - Question-level sample sizes (n-values) are listed for reference alongside data where possible. - When a survey question is select all that apply, percentages may sum to greater than 100%. - All data values in this report are rounded to the nearest percentage point. - Questions about this report may be directed to Ellen Roth, Supervisor of Community Research & Engagement Strategies, [email protected]
Denver Cultural Organization | 4 Collaboration © 2020 Within this report click here to come back to the Table of Contents INTENTIONS TO VISIT DENVER CULTURAL ORGS BEFORE COVID19 RESTRICTIONS AND AFTER REOPENING TO THE PUBLIC Most survey respondents had been to a Denver cultural organization within a VISITS TO DENVER year prior to the outbreak of COVID19. Over half of respondents had been to the Denver Museum of Nature & Science, their local library, Denver Botanic CULTURAL ORGS IN Gardens, Denver Art Museum, and Denver Zoo. THE PAST YEAR Have visited in the past year
Denver Museum of Nature & Science
Your local library
Denver Botanic Gardens
Denver Art Museum
Denver Zoo
History Colorado Center
Another art museum (e.g. Museum of Contemporary Art, Clyfford Still Museum)
A small house museum (e.g. Molly Brown House, Byers Evans House, etc.)
Butterfly Pavilion
A children's museum (e.g. The Children's Museum of Denver)
Downtown Aquarium
Another natural history or science center (e.g. Dinosaur Ridge, NCAR)
A living history museum (e.g. Four Mile Historic Park, Littleton Museum)
Another history or cultural museum (e.g. Museo de Las Americas)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Denver Cultural Organization Prior to March 11th when the World Health Organization declared COVID-19 a global pandemic, had | 6 Collaboration © 2020 you visited any of the following organizations in the last year... (select all that apply), n=1185 Just over half of survey respondents (53%, n=1230), have not been back to VISITS TO DENVER Denver cultural organizations since they reopened. Of the 47% who had, outdoor institutions such as the Denver Botanic Gardens and the Denver Zoo CULTURAL ORGS - along with local libraries – were the most popular destinations. SINCE REOPENING Have visited since reopening
Denver Botanic Gardens
Your local library
Denver Zoo
Denver Museum of Nature & Science
Denver Art Museum
History Colorado Center
Another natural history or science center (e.g. Dinosaur Ridge, NCAR)
Another art museum (e.g. Museum of Contemporary Art, Clyfford Still Museum)
A living history museum (e.g. Four Mile Historic Park, Littleton Museum)
Butterfly Pavilion
Another history or cultural museum
A small house museum (e.g. Molly Brown House, Byers Evans House, etc.)
Downtown Aquarium
A children's museum (e.g. The Children's Museum of Denver)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Denver Cultural Organization Since reopening, have you visited any of the following organizations... (select all that apply), n=546 | 7 Collaboration © 2020 In the first wave of this study, conducted in late April, survey respondents said INTENTIONS TO VISIT they intended to visit Denver cultural organizations after reopening, but were not confident that they’d visit in the near term. Less than half of respondents DENVER CULTURAL said they planned to visit these cultural organizations within three months of reopening except for their local libraries (about 60% said they’d visit their ORGANIZATIONS: local library within three months of reopening). FIRST WAVE
1 3 6 1 Intention to visit within... Mo. Mo. Mo. Yr. Denver Museum of Nature & Science Denver Botanic Gardens Your local library Denver Zoo Denver Museum of Nature & DenverScience Art Museum Denver CenterDenver for the Zoo Performing Arts Denver Art Museum Another theater, dance, or musical performance Denver Center for the Performing Arts Another art museum Another theater, dance, or musical performance Another artHistory museum Colorado Center History Colorado CenterButterfly Pavilion Another naturalButterfly history Pavilion or science museum Another natural history or science museum Downtown Aquarium Downtown Aquarium Another history or cultural museum Another history or cultural museum A children's museumA children's museum A small houseA museumsmall house museum A living historyA livingmuseum history museum
0% 10%0% 20%10% 20%30% 30%40% 40%50% 50%60%60% 70%70% 80%80% 90%90% 100%100% CumulativeCumulative Percentages Percentages
Denver Cultural Organization Once the state and local governments determine it is safe for these places to reopen, do you | 8 Collaboration © 2020 anticipate visiting any of the following institutions.... n~3,641 In the second wave of research conducted in late July, respondents again said INTENTIONS TO VISIT they intend to visit Denver cultural organizations now that they are open, but are still not confident that they’ll visit in the near term. Less than half of DENVER CULTURAL respondents said they planned to visit these cultural organizations within six months – with the exception of Denver Botanic Gardens and their local ORGANIZATIONS: libraries. Over half of respondents plan to return to the Tier 1 SCFD institutions SECOND WAVE within one year. 1 3 6 1 Intention to visit within... Mo. Mo. Mo. Yr.
Denver Botanic Gardens Your local library Denver Museum of Nature & Science Denver Art Museum Denver Zoo History Colorado Center Another art museum Another history or cultural museum Another natural history or science center A living history museum A small house museum Butterfly Pavilion Downtown Aquarium A children's museum
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Cumulative Percentages
Denver Cultural Organization Now that they have reopened, do you anticipate visiting any of the following institutions.... n~1,055 | 9 Collaboration © 2020 Respondents in the first wave of research were also asked to provide how likely they LIKELIHOOD TO would be to visit the organization from which their survey invitation came with each of the four timeframes. Over half of respondents said they would be Very or VISIT: FIRST WAVE Extremely likely to visit their organization within 6 months and within 1 year after reopening to the public.
Less than very likely Very likely Extremely likely COMBINED n
1 year 24% 26% 50% 76% 3,712
6 months 40% 29% 32% 60% 3,695
3 months 55% 23% 21% 45% 3,869
1 month 66% 15% 19% 34% 4,065
Denver Cultural Organization Once the state and local governments determine it is safe for [ORG] to reopen, how likely are | 10 Collaboration © 2020 you visit? When asked about likelihood to visit in the second wave, likelihood to visit LIKELIHOOD TO correlated with intention to visit Denver cultural organizations within each timeframe. Overall, respondents said that they’d be more likely to visit in the later VISIT: SECOND WAVE term. Over half of respondents said they would be Very or Extremely likely to visit their organization within 1 year after reopening to the public and 1 in 3 are Very or Extremely likely to visit within 6 months.
Less than very likely Very likely Extremely likely COMBINED n
1 year 44% 27% 28% 56% 1084
6 months 65% 19% 16% 35% 1049
3 months 73% 17% 10% 27% 1059
1 month 82% 8% 10% 18% 1089
Denver Cultural Organization How likely are you to visit [ORG] within…. | 11 Collaboration © 2020 ANTICIPATED IMPACT ON VISITATION AND MEMBERSHIP On average, one in 5 survey respondents said that they have visited VISITATION SINCE organization from which their survey invitation was sent since reopening. At least one quarter of respondents had visited Denver Zoo, NCAR, Dinosaur REOPENING Ridge, Denver Botanic Gardens, and the Denver Museum of Nature & Science.
n
Grand Total 20% 1241
Denver Zoo 30% 23
National Center for Atmospheric Research 29% 14
Dinosaur Ridge 28% 50
Denver Botanic Gardens 26% 301
Denver Museum of Nature & Science 25% 298
Museo de las Americas 20% 10
Denver Art Museum 19% 37
Museum of Contemporary Art 18% 28
History Colorado 15% 338
Molly Brown House Museum 4% 142
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Denver Cultural Organization Have you visited [ORG] since it reopened? | 13 Collaboration © 2020 Over one third of respondents who had not yet visited (n=988) described REASONS BEHIND safety and lack of time as the primary reasons they have not visited.
LACK OF VISITATION Those who wrote in another reason (n=151) described a lack of interest in visiting right now (31%) or described concern related to COVID19 (32%). Twenty percent of comments were from respondents who are no longer coming to Denver regularly.
I don't yet feel that it is safe for me or my family 39%
I have not had time to visit yet 34%
I was not aware it had reopened to the public 17%
Another reason 16%
I have not been able to get tickets for a time I want to attend 3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Denver Cultural Organization Is there a specific reason you have not returned to {ORG] since reopening? (select all that apply), | 14 Collaboration © 2020 n=988 The majority of respondents (82%) said that their current economic situation ANTICIPATED would not have an impact on their future plans to visit the organization from which their survey was sent or they would visit more often. Overall, 78% said IMPACT ON FUTURE it would have no impact on their plans to visit. 18% of respondents said they plan to visit their organizations less often due to their current economic VISITATION situation. This is a 5% increase from the first wave of research
Plan to visit less often No impact on plans to visit Plan to visit more often COMBINED n
Grand Total 18% 78% 4% 82% 1245
Museo de las Americas 10% 80% 10% 90% 10
Dinosaur Ridge 10% 86% 4% 90% 50
Denver Art Museum 14% 84% 3% 86% 37
Denver Botanic Gardens 14% 81% 5% 86% 303
Denver Museum of Nature & Science 16% 80% 4% 84% 298
History Colorado 21% 75% 4% 79% 339 National Center for Atmospheric 21% 79% 79% 14 Research
Museum of Contemporary Art 21% 75% 4% 79% 28
Molly Brown House Museum 25% 74% 1% 75% 143
Denver Zoo 30% 65% 4% 70% 23
Denver Cultural Organization The COVID-19 pandemic has created economic hardships for many individuals and families in our | 15 Collaboration © 2020 community. How do you anticipate that your current economic situation will impact your visitation? Over half (56%) of survey respondents said that they were a member of the MEMBERSHIP TO cultural organization from which their survey invitation was sent. Denver Museum of Nature & Science had the highest share of members in individual DENVER CULTURAL survey samples and Molly Brown House had the lowest share. NCAR is a free ORGANIZATIONS institution and does not offer memberships.
n
Grand Total 56% 1228
Denver Museum of Nature & Science 86% 297
Denver Art Museum 78% 37
Denver Botanic Gardens 67% 302
Museo de las Americas 60% 10
Denver Zoo 57% 23
History Colorado 38% 338
Museum of Contemporary Art 36% 28
Dinosaur Ridge 30% 50
Molly Brown House Museum 20% 143
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Denver Cultural Organization Are you a member of [ORG]? | 16 Collaboration © 2020 Respondents who were members of the organization from which their survey ANTICIPATED came (n=684) expressed likelihood to renew their memberships. Overall, 79% said that are very or extremely likely to renew their membership. 21% said IMPACT ON they would be less than very likely to renew their current membership. Page 26 contains a breakdown of open ended responses describing why respondents CURRENT are less likely to renew their memberships. MEMBERSHIP
Less than very likely Very likely Extremely likely COMBINED n
Grand Total 21% 36% 42% 79% 684
Dinosaur Ridge 7% 33% 60% 93% 15
Molly Brown House Museum 14% 39% 46% 86% 28
Denver Art Museum 21% 41% 38% 79% 29
History Colorado 21% 41% 37% 79% 126
Denver Museum of Nature & Science 22% 35% 44% 78% 255
Denver Botanic Gardens 22% 35% 43% 78% 202
Museum of Contemporary Art 30% 30% 40% 70% 10
Denver Zoo 31% 38% 31% 69% 13
Museo de las Americas 33% 33% 33% 67% 6
Denver Cultural Organization How likely are you to renew your membership when it expires? | 17 Collaboration © 2020 One hundred and nine respondents wrote in a reason that they will not be REASONS renewing their membership. One in three respondents (37%) of those who do not plan to renew said that they were not visiting as much/at all due to RESPONDENTS COVID19 or had general concerns related to the pandemic. Some of these responses provided more detail – such as financial concerns, general safety WILL NOT RENEW concerns, or indoor safety concerns. Topics that came up less frequently were reservation systems or respondents being in a high risk category.
Not visiting as much/at all due to COVID 37%
Financial Concerns 18%
General safety concerns 13%
Have not used membership enough (does not mention COVID) 13%
Indoor safety concerns 9%
Unsure of future use (does not mention COVID) 7%
Reservations (not easy to access/visit or limited tickets) 6%
High Risk 5%
Live outside of Denver 5%
Precautions restrict experience 4%
Available offerings 3%
Moving 3%
Kids getting older 2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Denver Cultural Organization Are there any specific reasons you do not plan to renew your membership? (Open-ended comments) | 18 Collaboration © 2020 WHAT WILL VISITORS NEED TO FEEL COMFORTABLE VISITING AGAIN? In both waves of research, respondents were provided with a list of items and VISITOR COMFORT asked which three items would allow them to feel most comfortable visiting Denver cultural organizations again. In the first wave of research in late April, WITH SAFETY limits on crowd sizes, the ability to avoid lines, the ability to be outside/outdoors, and the availability of a coronavirus vaccine were all selected PRECAUTIONS: by one third or more respondents. 11% of respondents said that they needed no FIRST WAVE significant changes in order to feel comfortable visiting again.
Limits on crowds (e.g. timed tickets) 73%
Availability of a coronavirus vaccine 51%
The ability to avoid lines 39%
Ability to be outside/outdoors 33%
Limiting seating for events 22%
Onsite health monitoring (e.g. checking temperatures upon arrival) 21%
Understanding onsite cleaning procedures 18%
No significant changes necessary - I would feel safe and comfortable 11%
Seeing others visit 3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Denver Cultural Organization Once the state and local governments determine it is safe for these places to reopen, what would | 20 Collaboration © 2020 make you feel most comfortable visiting these institutions again? (select your top 3) n=4,555 In the second wave of research from early July, requiring guests to wear VISITOR COMFORT masks*, limits on crowd sizes, the availability of a coronavirus vaccine, and the ability to be outside/outdoors were all selected by one-third or more of WITH SAFETY respondents. Although this question did not ask respondents to reflect on a specific organization, comparing the selections of each organization’s survey PRECAUTIONS: sample may provide insights into the unique needs of each organization’s audience. This breakdown for the top 4 options is shown on the following pages SECOND WAVE (pages 22-25).
Requiring guests to wear masks 69%
Limits on crowds (e.g. timed tickets) 64%
Availability of a coronavirus vaccine 35%
Ability to be outside/outdoors 34%
The ability to avoid lines 21%
Institutions encouraging recommended social distancing 20%
Onsite health monitoring (e.g. checking temperatures upon arrival) 10%
Limiting seating for events 9%
Understanding onsite cleaning procedures 8%
Seeing others visit 1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Denver Cultural Organization What are the most important factors in returning to these cultural organizations? (select your top 3) | 21 Collaboration © 2020 n=1212 *This option was added in the second wave of research COMFORT ITEM COMPARISON BY ORGANIZATION’S SURVEY SAMPLE
Respondents from most sites selected requiring guests to wear masks at rates REQUIRING close to average (69%). Responses from Museum of Contemporary art were GUESTS TO WEAR slightly higher than average. MASKS
n Grand Total 69% 1212
Museum of Contemporary Art 80% 25
National Center for Atmospheric Research 79% 14
Denver Art Museum 72% 36
Denver Botanic Gardens 70% 295
Denver Museum of Nature & Science 69% 293
History Colorado 69% 328
Molly Brown House Museum 68% 139
Dinosaur Ridge 63% 49
Denver Zoo 61% 23
Museo de las Americas 60% 10
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Denver Cultural Organization What are the most important factors in returning to these cultural organizations? (select your top 3) | 22 Collaboration © 2020 *Differences from average of +/- 10% are highlighted. COMFORT ITEM COMPARISON BY ORGANIZATION’S SURVEY SAMPLE
64% of respondents said that placing limits on crowd size would make them PLACING LIMITS most comfortable visiting cultural organizations again. This is a 9% decrease from the first wave of research. Responses from the Denver Art Museum were ON CROWD SIZE higher than average. Responses from Dinosaur Ridge were lower than average.
n Grand Total 64% 1212
Denver Art Museum 81% 36
Museo de las Americas 70% 10
Denver Museum of Nature & Science 66% 293
Denver Botanic Gardens 65% 295
National Center for Atmospheric Research 64% 14
Museum of Contemporary Art 64% 25
History Colorado 63% 328
Molly Brown House Museum 63% 139
Denver Zoo 61% 23
Dinosaur Ridge 47% 49
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Denver Cultural Organization What are the most important factors in returning to these cultural organizations? (select your top 3) | 23 Collaboration © 2020 *Differences from average of +/- 10% are highlighted. COMFORT ITEM COMPARISON BY ORGANIZATION’S SURVEY SAMPLE
More than one third of respondents selected availability of a coronavirus AVAILABILITY OF A vaccine as one of the top three things they would need to feel comfortable visiting again. This is a 16% decrease from the first wave of research. Responses CORONAVIRUS from the Museum of Contemporary Art were slightly higher than average. VACCINE
n Grand Total 35% 1212
Museum of Contemporary Art 48% 25
Dinosaur Ridge 45% 49
National Center for Atmospheric Research 43% 14
Molly Brown House Museum 37% 139
Denver Museum of Nature & Science 36% 293
Denver Botanic Gardens 35% 295
History Colorado 34% 328
Museo de las Americas 30% 10
Denver Zoo 26% 23
Denver Art Museum 25% 36
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Denver Cultural Organization What are the most important factors in returning to these cultural organizations? (select your top 3) | 24 Collaboration © 2020 *Differences from average of +/- 10% are highlighted. COMFORT ITEM COMPARISON BY ORGANIZATION’S SURVEY SAMPLE
One-third of respondents said that the ability to be outdoors/outside would ABILITY TO BE make them feel comfortable visiting again. This is a 1% increase from the first wave of research. Responses from NCAR and the Molly Brown House Museum OUTSIDE were higher than average.
n Grand Total 34% 1212
National Center for Atmospheric Research 57% 14
Molly Brown House Museum 45% 139
Museo de las Americas 40% 10
Museum of Contemporary Art 36% 25
Denver Museum of Nature & Science 34% 293
Denver Botanic Gardens 33% 295
Dinosaur Ridge 33% 49
History Colorado 29% 328
Denver Zoo 26% 23
Denver Art Museum 25% 36
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Denver Cultural Organization What are the most important factors in returning to these cultural organizations? (select your top 3) | 25 Collaboration © 2020 *Differences from average of +/- 10% are highlighted. Survey participants were asked what revisiting cultural organizations in Denver IN THEIR OWN means to them. Responses varied from those who looked forward to visiting or had already visited to those who won’t visit in the near term due to safety concerns. Even though many of the respondents are hesitant to return, we heard WORDS that these institutions are considered to be an important part of people’s lives, they are beloved, and are deeply missed. Most respondents who mentioned visiting felt safe with implemented precautions and enjoy the sense of normalcy.
“In a time when the world feels so “Difficult to explain (even to myself). I “I love to learn, and all these institutions uncertain and overwhelming, these want them to survive, hence I will allow me to do that; but I recognize that I institutions bring reassurance and continue my memberships although I am taking a certain amount of risk towards peace. They are a respite. We are probably will not attend near as often as me, my household, and my community by blessed in this city with such fabulous in the past. Partially due to my own visiting those institutions, and I have to institutions.” comfort level and I don't anticipate as balance that risk with the necessity of many visitors to my home as in pre- visiting.” - Respondent from the Denver Botanic Gardens pandemic times. Including many of the - Respondent from History Colorado “We are long-term members of DAM Denver area museums and sites was and have been regular visitors to other something I always shared with visiting “I am so hungry to return to my normal art museums as well as the Colorado family & friends.” life. Visiting museums like MCA were Symphony. We go to the Byers House – Respondent from the Denver Museum of Nature critical to my wellbeing and happiness and Molly Brown House over the & Science before the pandemic. I can't wait to return holidays. We consider the Museum of to my favorite places downtown, but I will Nature and Science as very important not do that until I am certain I am not “It means that there is some hope for a as well. These cultural centers are very risking the health of my community.” future life leading to normality.” important to us. Keep us safe and we -Respondent from the Museum of Contemporary Art will come.” - Respondent from Denver Zoo
– Respondent from the Molly Brown House Museum
Denver Cultural Organization Tell us what revisiting these institutions means to you. (Open-ended comments) | 26 Collaboration © 2020 WHICH SAFETY PRECAUTIONS ARE MOST IMPORTANT TO VISITORS? In both waves of research, respondents were asked how important it was for IMPORTANCE OF the organization from which their survey invitation came to implement the following safety precautions. In the first wave, most important to respondents ON-SITE SAFETY were constant cleaning, social distancing procedures, limits on crowd sizes, and having staff visibly adhering to CDC guidelines (e.g. wearing masks). Least important were taking guest's temperatures, providing pre-packaged food to PRECAUTIONS: avoid lines, and providing private/guided experiences. Respondents were divided on requiring guests to wear masks. 63% said this was either Very or FIRST WAVE Extremely important to them.
Less than very important Very important Extremely important COMBINED
Constant cleaning of high touch areas 13% 26% 61% 87% Encourage recommended social distancing 20% 29% 52% 80% Limit crowd size 21% 31% 48% 79% Staff clearly adhere to CDC protocols (e.g. wearing masks) 22% 27% 51% 78% Limit capacity for seated events to ensure social distancing 24% 34% 42% 76% Provide hand-sanitizer 25% 30% 45% 75% Require guests to wear masks 37% 26% 38% 63% One-way directional flow through exhibits 42% 29% 28% 57% Provide signage about cleaning policies & etiquette 43% 30% 27% 57% Provide guided or private experiences with limited capacity 62% 22% 16% 38% Provide pre-purchased food/gift options to avoid lines 62% 22% 16% 38% Take guests' temperatures at entry 70% 17% 13% 30%
Denver Cultural Organization How important is it for [ORG] to do the following to ensure your safety? | 28 Collaboration © 2020 For respondents in the second wave, the most important precautions were IMPORTANCE OF having staff visibly adhering to CDC guidelines (e.g. wearing masks), requiring guests to wear masks, limiting crowds, encouraging social distancing, limiting ON-SITE SAFETY capacity for seated events, and constant cleaning. Least important were taking guest's temperatures, providing pre-packaged food to avoid lines, and providing private/guided experiences. A breakdown of individual organizations PRECAUTIONS: for the top 6 safety precautions is shown on the following pages (pages 30-35). SECOND WAVE
Less than very important Very important Extremely important COMBINED
Staff clearly adhere to CDC protocols (e.g. wearing masks) 11% 20% 69% 89% Require guests to wear masks 12% 16% 72% 88% Limit crowd size 14% 30% 56% 86% Encourage recommended social distancing 14% 31% 56% 86% Limit capacity for seated events to ensure social distancing 19% 32% 50% 81% Constant cleaning of high touch areas 19% 28% 52% 81% Provide hand-sanitizer 34% 30% 36% 66% One-way directional flow through exhibits or galleries 43% 30% 27% 57% Provide signage about cleaning policies & etiquette 50% 28% 21% 50% Guided or private experiences with limited capacity 59% 23% 18% 41% Pre-purchased food/experience options to avoid lines or crowding 66% 20% 13% 34% Take guests' temperatures at entry 66% 18% 15% 34%
Denver Cultural Organization How important is it for [ORG] to do the following to ensure your safety? n~1,188 | 29 Collaboration © 2020 IMPORTANCE OF SAFETY PRECAUTIONS BY ORGANIZATION
Overall, 89% of respondents said that seeing staff clearly adhering to CDC STAFF ADHERING TO guidelines (e.g. wearing masks) was Very or Extremely important to them. This is an 11% increase from the first wave of research. Respondents from NCAR CDC GUIDELINES and Museo de las Americas rated this higher than average. Respondents from (EXAMPLE: WEARING MASKS) Denver Zoo rated this lower than average.
Very important Extremely important COMBINED n
Grand Total 20% 69% 89% 1171
National Center for Atmospheric Research 33% 100% 12
Museo de las Americas 40% 100% 10
Denver Museum of Nature & Science 17% 74% 91% 290
History Colorado 20% 69% 89% 316
Molly Brown House Museum 20% 69% 89% 129
Museum of Contemporary Art 8% 80% 88% 25
Denver Botanic Gardens 20% 67% 87% 285
Denver Art Museum 25% 58% 83% 36
Dinosaur Ridge 30% 52% 83% 46
Denver Zoo 14% 55% 68% 22
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 110% 120%
Denver Cultural Organization How important is it for [ORG] to do the following to ensure your safety? | 30 Collaboration © 2020 *Differences from average of +/- 10% are highlighted. IMPORTANCE OF SAFETY PRECAUTIONS BY ORGANIZATION
Overall, 88% of respondents said that requiring guests to wear masks was Very REQUIRING or Extremely important to them. This is a 25% increase from the first wave of research. Respondents from NCAR and Museo De Las Americas rated this GUESTS TO WEAR higher than average. Respondents from Denver Zoo rated this lower than average. MASKS
Very important Extremely important COMBINED n
Grand Total 16% 72% 88% 1183
National Center for Atmospheric Research 17% 100% 12
Museo de las Americas 30% 100% 10
Denver Art Museum 11% 80% 91% 35
Denver Museum of Nature & Science 15% 76% 91% 292
Molly Brown House Museum 15% 74% 89% 131
History Colorado 16% 72% 88% 320
Museum of Contemporary Art 8% 80% 88% 25
Denver Botanic Gardens 19% 66% 85% 289
Dinosaur Ridge 19% 64% 83% 47
Denver Zoo 5% 55% 59% 22
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 110% 120%
Denver Cultural Organization How important is it for [ORG] to do the following to ensure your safety? | 31 Collaboration © 2020 *Differences from average of +/- 10% are highlighted. IMPORTANCE OF SAFETY PRECAUTIONS BY ORGANIZATION
Overall, 86% of respondents said that limiting crowd sizes was Very or LIMITING Extremely important to them. This is a 7% increase from the first wave of research. Respondents from NCAR rated this higher than average. CROWD SIZES Respondents from Denver Zoo rated this lower than average.
Very important Extremely important COMBINED n
Grand Total 30% 56% 86% 1183
National Center for Atmospheric Research 33% 100% 12
Denver Art Museum 39% 53% 92% 10
Denver Museum of Nature & Science 29% 60% 89% 35
Molly Brown House Museum 26% 63% 89% 292
Denver Botanic Gardens 31% 54% 86% 131
Dinosaur Ridge 49% 36% 85% 320
Museum of Contemporary Art 16% 68% 84% 25
History Colorado 29% 55% 84% 289
Museo de las Americas 40% 40% 80% 47
Denver Zoo 23% 50% 73% 22
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 110% 120%
Denver Cultural Organization How important is it for [ORG] to do the following to ensure your safety? | 32 Collaboration © 2020 *Differences from average of +/- 10% are highlighted. IMPORTANCE OF SAFETY PRECAUTIONS BY ORGANIZATION
Overall, 86% of respondents said that organizations encouraging recommended ENCOURAGE social distancing was Very or Extremely important to them. This is a 6% increase from the first wave of research. Respondents from Museo de las RECOMMENDED Americas rated this higher than average. Respondents from Denver Zoo rated this lower than average. SOCIAL DISTANCING Very important Extremely important COMBINED n
Grand Total 31% 56% 86% 1172
Museo de las Americas 44% 100% 9
National Center for Atmospheric Research 17% 75% 92% 12
Denver Art Museum 25% 67% 92% 36
Dinosaur Ridge 38% 51% 89% 47
Denver Museum of Nature & Science 31% 57% 89% 290
Molly Brown House Museum 29% 58% 88% 129
Denver Botanic Gardens 35% 51% 86% 287
History Colorado 27% 56% 83% 316
Museum of Contemporary Art 17% 63% 79% 24
Denver Zoo 27% 45% 73% 22
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 110% 120%
Denver Cultural Organization How important is it for [ORG] to do the following to ensure your safety? | 33 Collaboration © 2020 *Differences from average of +/- 10% are highlighted. IMPORTANCE OF SAFETY PRECAUTIONS BY ORGANIZATION
Overall, 81% of respondents said that limiting capacity for seated events was LIMITING Very or Extremely important to them. This is a 5% increase from the first wave of research. Respondents from NCAR and Museo de las Americas rated this CAPACITY FOR higher than average. Respondents from Denver Zoo rated this lower than average. SEATED EVENTS
Very important Extremely important COMBINED n
Grand Total 32% 50% 81% 1162
National Center for Atmospheric Research 58% 100% 12
Museo de las Americas 67% 100% 9
Denver Art Museum 39% 50% 89% 36
Dinosaur Ridge 47% 38% 85% 47
Denver Museum of Nature & Science 32% 52% 83% 289
History Colorado 29% 52% 81% 314
Denver Botanic Gardens 34% 46% 80% 280
Museum of Contemporary Art 21% 58% 79% 24
Molly Brown House Museum 25% 54% 79% 129
Denver Zoo 27% 41% 68% 22
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 110% 120%
Denver Cultural Organization How important is it for [ORG] to do the following to ensure your safety? | 34 Collaboration © 2020 *Differences from average of +/- 10% are highlighted. IMPORTANCE OF SAFETY PRECAUTIONS BY ORGANIZATION
Overall, 81% said constant cleaning of high touch areas was Very or Extremely CONSTANT important to them. This is a 6% decrease from the first wave of research. CLEANING OF Respondents from Dinosaur Ridge rated this lower than average. HIGH TOUCH AREAS/EXHIBITS Very important Extremely important COMBINED n
Grand Total 28% 52% 81% 1160
Denver Museum of Nature & Science 29% 89% 288
National Center for Atmospheric Research 25% 83% 12
Museo de las Americas 20% 60% 80% 10
History Colorado 27% 52% 79% 313
Denver Botanic Gardens 28% 51% 79% 280
Denver Art Museum 44% 33% 78% 36
Denver Zoo 14% 64% 77% 22
Molly Brown House Museum 31% 45% 76% 128
Museum of Contemporary Art 25% 50% 75% 24
Dinosaur Ridge 30% 36% 66% 47
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 110% 120%
Denver Cultural Organization How important is it for [ORG] to do the following to ensure your safety? | 35 Collaboration © 2020 *Differences from average of +/- 10% are highlighted. RESPONDENT DEMOGRAPHICS Thirty percent of respondents were 45 years old or younger. By share of AGE OF respondents for each organization Museum of Contemporary Art had the highest proportion of 45 & younger respondents. Denver Art Museum had the RESPONDENTS lowest proportion of 45 & younger respondents.
45 years or younger 46 years or older
18-25 26-35 36-45 46-55 56-65 66-75 76+ n
ALL RESPONDENTS 8% 21% 14% 18% 28% 11% 1294
National Center for Atmospheric Research 7% 43% 43% 7% 14
Museum of Contemporary Art 14% 38% 17% 14% 7% 10% 29
Denver Zoo 4% 35% 30% 17% 13% 23
Denver Museum of Nature & Science 8% 33% 14% 16% 22% 7% 307
Molly Brown House Museum 9% 22% 20% 16% 24% 9% 147
Dinosaur Ridge 2% 15% 17% 10% 19% 31% 6% 52
History Colorado 8% 16% 13% 19% 30% 12% 353
Denver Botanic Gardens 9% 13% 9% 21% 32% 16% 321
Museo de las Americas 10% 10% 40% 30% 10% 10
Denver Art Museum 5% 18% 21% 53% 3% 38
Denver Cultural Organization What is your Age? | 37 Collaboration © 2020 Overall, about one-quarter (28%) of respondents said that they had children AGE OF CHILDREN or teenagers currently living at home. By share of respondents for each organization Denver Zoo had the highest number of households with children CURRENTLY LIVING or teens. Museo de Las Americas had the lowest number of households with AT HOME children or teens.
Not yet in Pre-school- Elementary- Middle High No children or school Kindergarten Grade school school school teens at home n
Grand Total 6% 8% 13% 6% 7% 72% 1255
0%
History Colorado 3% 6% 10% 7% 9% 78% 346
8% Denver Botanic Gardens 6% 3% 4% 5% 81% 306
Denver Museum of Nature & Science 11% 17% 25% 7% 6% 54% 300
Molly Brown House Museum 6% 6% 6% 6% 6% 77% 142
Dinosaur Ridge 4% 12% 14% 6% 4% 73% 49
Denver Art Museum 0% 3% 0% 3% 8% 86% 37
Museum of Contemporary Art 4% 11% 14% 4% 4% 79% 28
Denver Zoo 9% 17% 22% 17% 13% 52% 23
Museo de las Americas 0% 0% 0% 10% 0% 90% 10
National Center for Atmospheric 7% 0% 14% 14% 21% 50% 14 Research
Denver Cultural Organization If you have children or teenagers in your household, are they in: (Select all that apply) | 38 Collaboration © 2020 89% of respondents were from an SCFD county. By share of respondents for RESPONDENTS each, Denver Zoo had the lowest share of SCFD respondents. Molly Brown LIVING IN SCFD House Museum had the highest share of SCFD respondents. COUNTIES
n Grand Total 89% 1208
Molly Brown House Museum 99% 136
Dinosaur Ridge 96% 49
Denver Botanic Gardens 92% 294
Museo de las Americas 90% 10
Denver Museum of Nature & Science 89% 294
Denver Art Museum 88% 29
Museum of Contemporary Art 86% 14
National Center for Atmospheric Research 86% 327
History Colorado 82% 21
Denver Zoo 81% 34
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Denver Cultural Organization Are you a member of the LGBTQ+ community? | 39 Collaboration © 2020 *Respondents who selected ‘Prefer not to answer’ are excluded from analysis. 50% of all respondents reported an annual household income of $100,000 or ANNUAL higher. By share of respondents for each organization, Denver Botanic Gardens had the lowest proportion of $100K or higher annual household incomes. HOUSEHOLD Museo de las Americas had the highest proportion of $100K or higher annual INCOME household incomes.
Less than $100,000 $100,000 or More
<$25K $25K - $44,999 $45K - $64,999 $65K - $99,999 $100K - $149,999 $150K - $199,999 >$200K n
Grand Total 3% 7% 13% 25% 27% 12% 13% 978
Dinosaur Ridge 5% 21% 23% 38% 3% 10% 39
Denver Museum of Nature & Science 5% 9% 25% 31% 12% 18% 238
History Colorado 5% 5% 11% 28% 29% 13% 10% 262
Denver Art Museum 3% 6% 13% 16% 26% 3% 32% 31
Denver Botanic Gardens 5% 11% 18% 24% 23% 9% 9% 234
Molly Brown House Museum 4% 6% 13% 23% 23% 16% 16% 114
Museum of Contemporary Art 4% 9% 30% 13% 22% 13% 9% 23
National Center for Atmospheric Research 8% 50% 17% 17% 8% 12
Museo de las Americas 13% 25% 13% 25% 25% 8
Denver Zoo 18% 6% 35% 6% 12% 24% 17
Denver Cultural Organization What is your annual household income? (Includes you AND those you live with) | 40 Collaboration © 2020 *Respondents who selected ‘Prefer not to answer’ are excluded from analysis. Overall, 91% of respondents had completed a college or technical degree or HIGHEST higher level of education. By share of respondents for each organization Denver Zoo had the lowest proportion of respondents who had completed a EDUCATION college or technical degree. NCAR had the highest proportion of respondents COMPLETED who had completed a college or technical degree.
High school/GED/Some College/Technical Education/ College or Tech ed. Post-Grad Completed N < High school High school/GED Some college or Tech ed. College/Tech Degree Post-grad degree n
Grand Total 8% 41% 50% 1261
National Center for Atmospheric 29% 71% 14 Research
Dinosaur Ridge 37% 63% 51
Museum of Contemporary Art 45% 55% 29
Denver Museum of Nature & Science 9% 36% 54% 299
Molly Brown House Museum 3% 43% 53% 145
Museo de las Americas 50% 50% 10
History Colorado 9% 42% 48% 346
Denver Botanic Gardens 11% 42% 46% 308
Denver Art Museum 14% 43% 43% 37
Denver Zoo 5% 14% 45% 36% 22
Denver Cultural Organization What is the highest level of education you have completed? | 41 Collaboration © 2020 *Respondents who selected ‘Prefer not to answer’ are excluded from analysis. 86% of respondents identified as White or Caucasian. 5% overall identified as RACE OR ETHNIC Latinx, 2% identified as Asian, and 2% identified as American Indian. Other BACKGROUND racial or ethnic groups were selected by 1% or fewer.
Latino/a/x Hispanic African American Indian Middle Eastern Native Hawaiian White/ Chicano Asian African American Native American Arab American Pacific Islander Caucasian Latin American Asian American Black Alaskan Native Arab Filipino n
Grand Total 86% 5% 2% 1% 2% 1% 0% 653
National Center for Atmospheric Research 100% 0% 0% 0% 0% 0% 0% 220
Museum of Contemporary Art 96% 4% 4% 0% 7% 4% 0% 82
Molly Brown House Museum 88% 3% 1% 2% 2% 0% 0% 42
Denver Botanic Gardens 88% 2% 1% 1% 1% 1% 0% 385
Denver Art Museum 86% 3% 0% 0% 0% 0% 0% 238
Denver Museum of Nature & Science 85% 6% 3% 2% 1% 1% 1% 78
Dinosaur Ridge 84% 6% 4% 0% 4% 0% 0% 122
History Colorado 84% 7% 2% 1% 1% 1% 0% 610
Denver Zoo 78% 4% 9% 9% 0% 0% 0% 623
Museo de las Americas 50% 50% 0% 0% 0% 0% 0% 64
Denver Cultural Organization What is your racial or ethnic background? (Select all that apply) | 42 Collaboration © 2020 *Respondents who selected ‘Prefer not to answer’ are excluded from analysis. Respondents noted if accommodations in any of the following areas would NEED FOR benefit them or someone in their household. Overall, 70% of respondents said no accommodations were needed. 11% said they or someone in their ACCOMMODATION household would benefit from accommodations for visitors with compromised immune systems.
Compromised None of immune Physical- Autism Develop- Dementia- these system Hearing Mobility Spectrum Visual Intellectual mental Memory loss n
Grand Total 70% 11% 11% 11% 3% 4% 2% 2% 3% 1227
National Center for Atmospheric Research 85% 8% 0% 0% 0% 8% 0% 0% 0% 13
Denver Art Museum 81% 11% 8% 6% 0% 6% 0% 0% 3% 36
Molly Brown House Museum 75% 8% 10% 12% 1% 1% 1% 2% 3% 140
Denver Zoo 74% 13% 4% 4% 0% 0% 0% 0% 9% 23
Denver Museum of Nature & Science 69% 10% 13% 8% 7% 5% 3% 3% 2% 295
Denver Botanic Gardens 68% 10% 11% 13% 2% 4% 2% 1% 1% 301
History Colorado 68% 12% 13% 12% 2% 5% 3% 1% 4% 336
Dinosaur Ridge 67% 16% 6% 10% 4% 2% 8% 0% 0% 49
Museum of Contemporary Art 64% 8% 8% 16% 0% 4% 4% 0% 8% 25
Museo de las Americas 44% 22% 44% 11% 0% 11% 11% 0% 0% 9
Denver Cultural Organization Would accommodations in any of the following categories benefit anyone in your household? | 43 Collaboration © 2020 (select all that apply) 8% of respondents overall said that they identified as a part of the LGBTQ+ LGBTQ+ community. By share of respondents for each organization, Museum of Contemporary Art had the highest proportion of LGBTQ+ respondents. Museo COMMUNITY de las Americas had the lowest proportion of LGBTQ+ respondents. AFFILIATION
n Grand Total 8% 1172
Museum of Contemporary Art 19% 27
Molly Brown House Museum 12% 133
Denver Museum of Nature & Science 9% 279
Denver Art Museum 9% 35
History Colorado 8% 319
National Center for Atmospheric Research 7% 14
Dinosaur Ridge 6% 47
Denver Zoo 5% 20
Denver Botanic Gardens 5% 288
Museo de las Americas 0% 10
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Denver Cultural Organization Are you a member of the LGBTQ+ community? | 44 Collaboration © 2020 *Respondents who selected ‘Prefer not to answer’ are excluded from analysis. METHODOLOGY AND APPENDIX This survey was the second of two waves of research in a study designed to METHODOLOGY provide not just a snapshot but a “motion picture” that will give decision-makers reliable, current information as COVID evolves. The study was designed to answer a range of urgent, complex questions about the place of the arts and culture in the hearts, minds, families, and social lives of our community during these rapidly changing times. The Museum created this survey for several cultural institutions in the 7-county region to help create a collective picture of audience perceptions as well as to help them better understand the unique needs of their audiences. As an added benefit, creating one survey helped to prevent survey fatigue as many of us share member households.
The survey assessed past behavior around visitation, current and future intentions to visit, sentiments around proposed or implemented safety precautions, and anticipated impact to visitation and membership now that the organizations have reopened. The survey was fielded by 11 cultural organizations in the 7-county region between Monday, July 20 and July 27, 2020.
The results chronicled in this report are from the second wave of research – fielded after the reopening of the participating organizations. Institutions who participated will be given a copy of the survey and encouraged to check in with their audiences in the future as safety recommendations related to the pandemic evolve.
Denver Cultural Organizations | 46 COVID-19 Community Survey © 2020 APPENDIX A Counts of survey respondents by participant organization.
Cultural Organization Total Responses Received Share of Total
History Colorado 355 27%
Denver Botanic Gardens 322 25%
Denver Museum of Nature & Science 308 24%
Molly Brown House Museum 148 11%
Dinosaur Ridge 53 4%
Denver Art Museum 38 3%
Museum of Contemporary Art 30 2%
Denver Zoo 23 2%
National Center for Atmospheric Research 14 1%
Museo de las Americas 10 1%
Four Mile Historic Park 0 0%
Grand Total 1,301 100%
Denver Cultural Organizations | 47 COVID-19 Community Survey © 2020 “Being able to visit these places makes me feel connected to my community--so necessary in this time of isolation and uncertainty!”
Community Member