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Community-Wide Survey to Assess Perceptions, Intentions, and Attitudes on Safety & Visitation Post Reopening

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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.
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