The following is an excerpt from an insight report published on May 20, 2021, "Green Shoots in April 2021?" conducted by TRG Arts and Purple Seven as part of a larger project, the COVID-19 Sector Benchmark Dashboard. These reports are intended to help arts organizations in the U.S., Canada and the U.K. understand how the COVID-19 virus has affected arts operations.
This study demonstrates that there are green shoots of recovery in ticket sales, but these are not spread evenly between or within countries. Even where the recovery is most advanced, ticket sales are still far below their pre-pandemic levels.
In the U.K., the fall/autumn period in 2021 shows promise with encouraging levels of advance sales, and sales for 2022 look encouraging in both the U.S. and the U.K. December is a crucial month for box office revenue in both countries. Sales for the holiday period have a long way to go if 2021 is to return to normal.
The samples are smaller in the Republic of Ireland and Canada, but if participating organizations are broadly reflective of the sector, it appears the rival in advance sales in both countries is well behind their larger neighbors. While this analysis does give some grounds for optimism, the recovery is so far partial and uneven. In the coming month, organizations will want to know if the patterns they are seeing in their sales are comparatively strong or weak. Purple Seven and TRG Arts will repeat this study in the summer and encourage participating organizations to use their Benchmark Dashboards to measure their performance against their peers.
Purple Seven and TRG Arts are still welcoming new organizations to join the free COVID-19 Sector Benchmark and would particularly like to welcome more organizations in Canada and the Republic of Ireland to grow the benchmarks in these nations. You'll receive a free dashboard to compare your organization’s performance with your peers when you sign up.
ABOUT TRG ARTS
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 www.trgarts.com.