Syracuse, N.Y. – In early 2024, CNY Arts commissioned Research Marketing Strategies (RMS) to conduct a region-wide survey examining post-pandemic challenges faced by artists, and arts, culture, and heritage organizations in Central New York.
The survey engaged more than 3,000 respondents across six counties who self-identified as audience members of the arts and culture sector.
CNY Arts made the survey results publicly available online as a resource for the sector to enhance marketing strategies, audience development, and the resilience and sustainability of local cultural institutions.
“We believe the report data will help our museums, galleries, theaters, and heritage sites strategize new ways to attract and retain audiences,” said Stephen Butler, executive director of CNY Arts. “The arts and culture sector is still healing from the effects of the pandemic.”
A majority of respondents indicated they have not yet returned to their pre-pandemic level of engagement with cultural opportunities.
However, most (64%) plan to resume their normal level of activity within the next year. The study affirmed that the pandemic continues to influence audience preferences and patterns of behavior, especially for events that tend to involve large crowds or take place at an indoor venue.
Despite these concerns, concerts and performing arts ranked most popular among the different categories of events.
“The pandemic turned everyone’s world upside-down seemingly overnight, and the transition into a post-Covid world has felt overwhelming for all of us,” said Pamela Murchison, executive director of the Syracuse Orchestra.
“Fortunately, the arts and culture sector is filled with creative thinkers, partners, and organizations. The leadership of CNY Arts has been crucial to helping work toward a new normal, and the data provided by this study enables us to make decisions and continue to serve the community in the future.”
Reduced attendance and ticket revenue also impacts the broader local economy. Previous research studies commissioned by CNY Arts demonstrated that audiences attending events and shows spend money in the adjacent economy, like restaurants and hotels. Additionally, a healthy arts and culture sector helps provide many quality-of-life benefits, like improved community engagement, civic pride, and better mental health.
The survey identified areas for strategic growth and outreach, especially among younger audience members. Respondents aged 55-75 reflected both the largest and fastest-growing demographic group (49%), suggesting that innovative cultural content may play an important role retaining current patrons and attracting the next generation of young, diverse artists and audiences.
Survey participants were also invited to share anonymous feedback and opinions about their perception of the creative community in Central New York. Some respondents identified the need to improve cultural diversity by showcasing artistic talent representing minority and indigenous populations.
Others expressed support and enthusiasm, emphasizing that the arts enrich society and promote understanding.
“Arts and culture opportunities are essential to the overall well-being of a community,” one respondent wrote.
“The arts are crucial to a vibrant city,” wrote another. “They bring people together and expose them to new ideas, experiences, and perspectives.”
RMS offered a number of policy recommendations based on the survey data. Among the proposals, the report concluded that investing in youth arts education, expanding cross-sector partnerships, and drawing more marquee events are crucial toward improving and maintaining the creative and economic vitality of Central New York.
To access the full report, vist cnyarts.org/resources-2/arts-research.
CNY Arts is proud to serve the Central New York artistic community by administering funds on behalf of Empire State Development, with support from the New York State Film Office.
For more information about CNY Arts, visit cnyarts.org/grants, or call 315-435-2155.
CNY Arts is the regional arts council, promoting, supporting, and celebrating arts and culture in Central New York. CNY Arts provides support and assistance to artists and arts organizations in a six-county Central New York and the Mohawk Valley region through access to grants, capacity-building assistance, education and training, and promotional services.