SMU DataArts - Cultural Data Profile


COVID-19 Sector Benchmark Dashboard

About the Project

The COVID-19 Sector Benchmark Dashboard is a project developed by TRG Arts, SMU DataArts' longtime partner in advancing the arts and culture sector, in collaboration with U.K.-based audience analytics company Purple Seven. The project was launched in early April 2020. The dashboard, which is free, provides near real-time intelligence and advice to help arts leaders see results as they respond to the pandemic.

When an organization signs up for the dashboard, an automated data feed is set up between the organization’s box office and the dashboard’s secure server. The automated feed provides a daily update on ticket sales, refunds and donations for the organization. In addition, data from all other organizations participating in the dashboard is aggregated in an anonymous format to create a national benchmark, which shows up on the dashboard and allows an organization to see how it compares with a large group of its peers. The dashboard is entirely anonymous, so no one else’s sales figures or customer data are identifiable to an organization. The dashboard provides daily insights for individual organizations that they can share with constituents and stakeholders; reveals sector trends in almost real-time, which can assist in short- and long-term planning; allows arts leaders and policy makers to track daily sales data across entire sectors; and by data gathering and benchmarking across the U.K., Canada and the U.S., gives a clearer picture of the effects of the virus on the arts sector and the recovery in each country. Monthly Insight Reports will be posted on the SMU DataArts and TRG Arts websites.

Currently, nearly 400 arts organizations in the U.K. and the U.S. are participating in the dashboard, and SMU DataArts and TRG Arts hope to increase that to 1,000 with the help of the NEA grant announced on July 14, which will allow secure feeds to be established with five additional ticketing software providers. SMU DataArts will integrate data collected through the project into its larger data set on arts organizations and their communities nationwide to research important issues in patronage and sustainability.

For more information about the COVID-19 Sector Benchmark Dashboard, including instructions on how to enroll, visit


SMU DataArts is a national hub for data resources, analysis, and insights for the arts and culture sector. Through high quality data and evidence-based resources and insights, SMU DataArts works to empower arts and cultural leaders to help them overcome challenges and increase impact. Led by Dr. Zannie Voss, the research collective has released a number of groundbreaking research reports for the cultural sector, including the most recent publication, In It for the Long Haul, in collaboration with TRG Arts. SMU DataArts also produces the Arts Vibrancy Index, which highlights the 40 most arts-vibrant communities in America. 

TRG Arts (The Results Group for the Arts) is a data-driven international management consulting agency that teaches arts and cultural professionals a patron-based approach to increasing sustainable revenue, and provides aggregated arts consumer analytics and research tools to global communities and policy makers. TRG collects and analyzes live purchase and individual contribution data from hundreds of organizations free of charge through its COVID-19 Sector Benchmark Dashboard. TRG shares its crisis counsel and best practices through a free, weekly webinar series, TRG 30; on the TRG 30 Virtual Network on LinkedIn, where arts professionals gather and have their questions answered by TRG consultants; and on the TRG blog. Visit

Crisis Relief and Resources for the Arts Sector

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