The Audience Outlook Monitor (AOM) is a longitudinal tracking study to keep tabs on arts attendees’ thoughts, concerns, and intentions about returning to live events. Organized by the arts consulting firm, WolfBrown, the first phase of the study ran from May to December 2020, and included a number of orchestras. For the second phase of the study in 2021, WolfBrown forged a partnership with the League of American Orchestras to broaden the pool of participating orchestras while also creating a set of resources for the larger orchestra field.
Beginning in February 2021, a cohort of 15 orchestras began surveying their patrons, either monthly or bi-monthly, depending on the size of their customer database. The surveying will continue through November. Participating orchestras access their results via WolfBrown’s dashboard and share results with each other. The 15 orchestras also generously agreed to share aggregated results with the larger orchestra field through a special dashboard created specifically for League members. WolfBrown will support field learning through periodic webinars, quarterly video briefings specifically for the orchestra field, and monthly summaries of key findings (“research notes”).
The 15 orchestras constituting the national orchestra cohort are:
The Cleveland Orchestra
Detroit Symphony Orchestra
Los Angeles Philharmonic
Madison Symphony Orchestra
New World Symphony
New York Philharmonic
North Carolina Symphony
San Diego Symphony
San Francisco Symphony
Tucson Symphony Orchestra
We are grateful to these orchestras for making the cohort possible, and especially to the thousands of patrons who take time out of their busy schedules to complete the survey. Without them, none of this would be possible.
Findings & Insights: Video Recordings
Quarterly Briefing by Alan Brown (May 4)
Alan Brown provides an overview of key findings from the national orchestra cohort’s first three months of survey deployments (Feb.-April 2021)
Deep Dive Webinar: Strategic Communications around Reopening and Venue Safety (May 3)
This session delves into communications strategies for re-opening.
Deep Dive Webinar: Focus on Racial/Ethnic Disparities in Audience Attitudes about Covid-19 (April 5)
This session foregrounds research findings through the lens of race/ethnicity.
To obtain a shareable PDF document with summary statistics on key findings, please read our Research Notes on the orchestra cohort, updated monthly.