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22 n e w h a v e n B I Z | M a y 2 0 2 1 | n e w h a v e n b i z . c o m A r t s & B u s i n e s s A s Connecticut's vaccine rollout continues and with the state ready to essentially eliminate restrictions on businesses this month, theatergoers are starting to show a willingness to return to performing-arts venues, which could sig- nal a recovery ahead for a key industry that's been hit hard by the pandemic. e latest monthly statistics from Audi- ence Outlook Monitor (AOM) — a global survey of theaters, museums and other arts spaces, including venues in Connecticut — show for the first time a dramatic increase in peoples' willingness to return to their favorite indoor arts spots. e March survey found as many as 46% of Northeast audience respondents said they are willing to go to indoor arts events right now, following mask requirements and other safety guidelines, an uptick of nine percent- age points compared to February. Meantime, 70% of Northeast audience re- spondents said they see themselves returning to venues by September and 80% say "yes" to an October return. ose numbers, Connecticut theater executives say, are promising and may even prompt some venues to reopen earlier than anticipated. At stake is a key part of the state's econo- my, which has been largely sidelined since the start of the pandemic. e Connecticut arts and culture in- dustry accounts for about 5% of the state's GDP — or about $9 billion in economic activity — and supports about 57,000 jobs, more than half of which have been shed over the past year, according to federal data and the Southeastern Connecticut CT arts and culture industry's economic impact With audiences more bullish about live performances, CT theaters eye reopening dates By Frank Rizzo • Makes up 5% of CT economy • Generates $9B annually • Supports 57,000 jobs • Second in value-added economic impact • 69% of visitors come to CT for arts and cultural offerings • Nonprofit arts sector generator $800M in economy economic activity Source: Southeastern CT Cultural Coalition Cultural Coalition. "It's a whole different ball game," says Alan Brown, principle of WolfBrown, an interna- tional arts consulting and research firm that created the study to track audience attitudes on such topics as returning to the theater, digital offerings and vaccinations. "I am now guardedly optimistic." Welcome news Connecticut theater leaders say they are encouraged by the new data, the high vacci- nation rate in this state, and Gov. Ned Lam- ont's efforts to allow businesses to reopen. On May 19, Connecticut is scheduled to roll back all restrictions on businesses, including capacity limits on indoor events, giving theaters and other entertainment ven- ues a clear sightline on when they can reopen their doors. "I think [the data] supports our plans for a re-opening, which now we're looking at the fall to be back indoors," says Cynthia Ryder, manag- ing director of Hartford Stage. Ryder said she thinks it will be possible for Hartford Stage to open at full capacity this fall, but the theater's 2021-2022 season will still be "transitional." "ere's a lot of data out there that shows that aer such a major event, it takes a while, years in fact, to return to the same attendance levels," said Ryder, whose theater attracts 80,000 paid attendees in a typical year. "So while I have no doubt that our most loyal people — our subscribers and those who really love us — will be there, it may take a little longer for the more casual ticket-buyer — or they may not come as oen. I hope that's not true and we'll get back quickly to full attendance, but I think we have to be realistic that it's going to be a gradual improvement and it will not be a turn-the-switch moment when they're all back the next day." Ryder is holding off announcing Hartford Stage's 2021-22 season, perhaps as late as June. e theater is "definitely moving ahead with our summer education program, some in person, some virtual and some a hy- brid, depending on the age group. Last summer it was all virtual," she said. Florie Seery, man- aging director of Yale Repertory eatre, which participated in the study, said he is also encouraged by the latest round of monthly data. "I think the numbers are great," says Seery. "I think people may have some trep- idation but they're basing their decision on the science and the science is saying if you're vaccinated you can be in a theater." Timelines changing e positive news is causing one New Haven theater to move up its reopening timeline. "We can see how we can come back into the community with each other now," says Kit Ingui, managing director of Long Wharf eatre, which also participated in the study. "Two months ago, we were projecting that we would not start in-person perfor- mances until January 2022, but now we've changed that to this fall — and potentially earlier. We definitely think we will engage outside, whether late spring or summer." Cynthia Ryder Florie Seery Michael Barker, managing director of Westport Country Playhouse, another participant in the study, says peoples' will- ingness to return to the theater is the most important aspect of the survey. "e numbers before this were pretty sticky," he says. "is is un- equivocally good news." Barker and other industry executives warned, however, that theaters won't be able to just flip the switch and welcome back audiences. It will take time for theaters to plan, bring back staff, rehearse, get ticket sales started, etc., before they can put on productions. ey also have to work with outside parties, including the Actors Equity Association labor union, which represents theater actors and stage managers, to make sure they are comfortable resuming work, Barker said. e Westport theater, which begins its season in late spring, is on a different sched- ule than other performance venues in the state. It's presenting online content for 2021 and now anticipates returning next spring to live productions, Barker said. Still wary Another bright spot in the data is that the theater audience tends to be getting vaccinated. In fact, 68% of Northeast audience respon- dents said they were at least partially vaccinat- ed and more than 90% of audience members 65 and older — a core group for many arts organizations — said the same thing. A few areas of concern raised by theater- goers is the impact non-vaccinated people might have and how long the vaccine's immunity will last. "My biggest concern is that we're just not going to reach the level of vaccinations nationally to get to herd immunity," said Brown, the survey's author. For eaterWorks Hartford, flexibility is the key no matter which direction the data swings. "For us, we're going forward with very conservative estimates in terms of people's comfort of coming into our space, but designing it so we have the ability to pivot and open the doors broader if people feel that that's more in their comfort level," said Freddie McInerny, eaterWorks' director of marketing and communications. "People are also waiting to see how successful the vaccinations are with the variances. But the ball is moving fast down the field and I think that's a reflection of the success na- tionally — and in Connecticut in particular — of the vaccination rollout." n Michael Barker As Connecticut lifts restrictions on entertainment venues, Long Wharf Theatre in New Haven is considering a fall, or possible earlier, reopening. PHOTO | CONTRIBUTED

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