糖心Vlog

Theatres are playing a vital role in rebuilding communities after the pandemic but face complex challenges in reconnecting with 鈥榣ost audiences鈥� according to research by East 15 Acting School.

Interviews and survey responses from over 2,000 theatregoers at regional theatres in the east of England revealed how audience attitudes continue to be fundamentally changed by COVID-19.

Working with partners at the in Colchester, in Ipswich and , Professor Rosemary Klich addressed concerns raised by the industry.

Professor Klich and postdoctoral researcher Dr James Rowson surveyed over 2,000 theatregoers and community members and held focus groups and interviews with almost 150 people between April and August 2022 to create a snapshot of the challenges faced by regional theatres.

Professor Klich鈥檚 report, , shows that the return to in-person workshops and outreach events has played a major role in the recovery of theatres and communities, and that there鈥檚 a strong reciprocal relationship between theatres and their communities based on shared priorities and values.

The study also shows that loyal audience members have been keen to support their regional arts organisations and that there is a connection between how regularly people visit their theatre and their sense of identity to their local community.

However, her report also revealed a proportion of 鈥榣ost audiences鈥� 鈥� previously regular theatregoers who haven鈥檛 returned. Reasons cited include concerns about COVID-19 and financial constraints but also a feeling of 鈥渇alling out of the habit鈥�.

A third of people who haven鈥檛 returned to the theatre reported being unsure as to when or whether they would return. Another third said they believe it鈥檚 somewhat or very unlikely they will book to see two productions in the next six months.

Professor Klich explained: 鈥淪urvey responses suggest the most important factor influencing the return of these 鈥榣ost audiences鈥� will be programming but focus groups reveal a more nuanced picture.

鈥淔or many it is simply about the disruption of the pandemic impacting their desire to return and a feeling that they are yet to rediscover this cultural and social aspect of their lives. Our findings will support theatres in finding new and innovative ways to re-engage these audiences.鈥�

There is evidence though of 鈥榥ew audiences鈥� 鈥渄riven by the desire to 鈥榯ry something new鈥� as well as support arts organisations, and in response to regional theatres working tirelessly to attract new audiences of all ages鈥� according to Professor Klich.

Steve Mannix, Executive Director at the Mercury Theatre, said: 鈥淲e鈥檙e really pleased with the rate at which audiences have returned but recognise that the pandemic has had a significant impact on customers booking habits and we鈥檝e not yet returned to pre-COVID levels. Many segments of our audiences are clearly still reluctant to return. This research clearly shows that some will not be willing to return for some time. The impact of the pandemic is still with us as we now face the cost of living crisis. We want to signal to audiences that theatres in the region are still the welcoming and friendly spaces that they鈥檝e always been and we鈥檙e working even harder to create fantastic experiences.鈥�

Douglas Rintoul, Chief Executive at the New Wolsey Theatre (NWT), said: 鈥淲e鈥檝e really valued the research undertaken for 'Theatres 叠别测辞苍鈥巇 the Stage'. We would struggle to achieve something of this scale ourselves in a time where our teams are working tirelessly to reengage communities and audiences. Although NWT has just had the most successful show in the history of the organisation, the insight helps to confirm trends we have already noticed but more importantly shines a light on the nuance and complexity to barriers to returning audiences. This now acts as a lens influencing programming and communication choices and galvanises our objectives around digital access and audience development.鈥� 

Mathew Russell, Executive Director at Queen鈥檚 Theatre Hornchurch, said: 鈥淭he 'Theatres 叠别测辞苍鈥巇 the Stage' research is invaluable to us and it's been extraordinarily useful to participate in this 糖心Vlog project. It provides concrete and granular evidence that reinforces our long-held perspectives about the importance of Queen's Theatre Hornchurch as an inter-generational community hub, something that has become even more important during the pandemic, but equally gives us fascinating insights into the range of, sometimes contradictory and never simple, new context about audiences in the current complex times. It's becoming an essential reference as we navigate the way we respond to fresh challenges.鈥� 

Header image by Gillian Allard, New Wolsey Theatre, 2022