The NEW Experience Economy: The Intersection of Arts, Culture, Sports & Recreation in a Pandemic and Post-Pandemic Environment Research Outcomes: Wave 1 Results June 2020
Thank you. This initiative is being funded by leaders who see an opportunity to support organizations which bring remarkable experiences to life in communities across Alberta. We thank them for their generous support .
These are the most unusual of circumstances. We understand the uncertainty because we see it too. This research aims to arm you with facts and insights to fuel your recovery. You can use the data to plan new experiences, develop marketing and promotions, work on engagement over the long term and much more. ü Alberta-wide report: Macro perspective on our It starts here. province ü Calgary and Edmonton Booster reports: More details on these large urban markets ü Detailed data: If you want to cut in on data. ü Support: If you have questions contact us – we are here to help. For more information please visit: www.stone- olafson.com/thenewexperienceeconomy
Understanding the Research Process: • Online survey of n=1,348 Albertans. Booster samples in Edmonton and Calgary. Northern AB • Fielding for wave 1: May 21 st to June 2 nd Edmonton n=101 n=497 • Respondents were recruited through consumer panels, in partnership with Angus Reid Forum. Calgary Central AB n=499 • Overall sample was balanced by region with additional n=131 statistical weighting to ensure representative of age and Southern AB gender for each region. n=120
Context matters!
The economic backdrop to the COVID-19 crisis in Alberta is jarring Has your income changed? These are unique circumstances in Alberta –unlike other regions, a two- front crisis has been occurring involving the Pandemic on one side and an historic crash in energy prices on the other: 49% 46% • 46% have already experienced a decrease in income • Among those with work reductions, 73% cite COVID, 22% oil prices 5% Increased Unchanged Decreased Has employment changed since COVID-19? Reasons for lay-off/wage cut COVID-19 Something else Laid off 33% Pandemic Yes 5% Hours reduced/wages cut 73% 32% 50% No Working remotely 29% 50% Economy / Oil Working more 13% prices 22%
Understanding Behaviours and Motivations
How do Albertans engage with the Experience Economy? OBSERVE ATTEND DO The spread of media and digital This category includes These are people who regularly means audiences can audiences who regularly attend participate through doing – participate in elements of the events in-person across whether it is participating in experience economy from a sectors – arts and culture, organized sports, taking art distance. festivals, sports, recreation and classes, performing, traveling other live events. or enjoying recreational opportunities within the province.
To what degree did Albertans regularly engage prior to the COVID-19 Pandemic? % Participate net any activity 94% 89% 82% 99% Observing Attending Doing
What motivates Albertans to attend experience events? % Reasons for Attendance Just to be entertained/have fun 77% Likely driving desires To get out of the house and be social 57% to reengage –but To socialize with my friends 53% 83% have to be tempered Spend time with my family 50% Social with comfort to To support my community 41% actually do it. Learn something new/educate myself 40% To try something unique/different 34% 82% To be with people who share the same interests as me 33% Escape my everyday life 32% Experiential 50% Learning/enrichment with my kids 24% To feel part of a group/connected to others 19% Education Be a part of something exclusive/special 18% To meet new people 41% 14% To network with colleagues/clients 9% Community Another reason (not listed) 7% Q10. Broadly speaking, what are some of the main reasons you attend these activities? Base: Main sample (n=1040)
Motivations for doing are similar to attending. % Reasons for Doing Enjoy the outdoors 73% 89% 67% Just to be entertained/have fun Stay active or fit 65% Experiential To socialize with my friends/family 63% To get out of the house and be social 54% 82% Therapeutic reasons/stress-relief 50% Health Personal learning/enrichment 43% 81% Escape my everyday life 39% 39% Social To be with people who share the same interests as me To try something unique/different 33% To support my community 30% 55% To learn a new skill 28% Education Learning/enrichment with my kids 26% Who thinks we are To feel part of a group/connected to others 23% 21% To meet new people 30% moving too fast? Be a part of something exclusive/special 15% Community To network with colleagues/clients 9% Another reason (not listed) 4% Q12. Broadly, what are some of the main reasons that you chose to participate in these activities. Base: Main sample (n=1040)
In pursuit of experiences Albertans engage in experiences across multiple sectors – very few are dedicated fans of one area. Sports & Recreation 85% Participate Overall Arts & Culture 17% exclusively 76% Participate Overall 8% exclusively Travel Festivals 87% Participate Overall 62% Participate Overall 3% exclusively 1% exclusively
Let’s look at engagement and substitution activities
With the strongest motivator removed for the past couple of months, Albertans are craving social connections –and showing fatigue of the substitutes % Agree 24% 57% 16% 3% I value the social connections I have more than ever 81% I’m getting tired of the substitutes for all the things I used to do 32% 39% 23% 6% 72% I’m enjoying a lot of the new ways organizations are working to keep me 51% 7% 44% 35% 14% connected I’m nervous to resume my regular activities but am going to do it anyways 39% 6% 33% 38% 23% I won’t go back to doing things the same way 33% 6% 27% 42% 25% Completely agree Agree Disagree Completely disagree Q16. Now that we’ve asked you about the ways you have been connecting with organizations and activities throughout restrictions, we’d like to understand how you feel at this time. Please indicate your level of agreement with the following statements. Base: Main sample (n=1040). Note: Calgary + Edmonton include supplemental sample
Half of Albertans have been actively or occasionally engaging in their usual activities through different channels Among sector specific audiences, sports enthusiasts are more likely to actively seek out engagement (particularly exclusive sports participants) than arts & culture enthusiasts. North Calgary Edmonton Central South n=499 n=497 n=101 n=131 n=120 I’m actively seeking opportunities 19% 22% 15% 26% 25% 22% to engage with my usual activities I’m occasionally engaging 31% 29% 30% 30% 29% 32% with my usual activities I’m avoiding most of 38% 42% 29% 30% 33% 37% my usual activities at this time Haven’t thought about it 10% 13% 16% 16% 13% 13% Q13. Since restrictions on gatherings in Alberta were implemented in mid-March, organizations having been trying to engage with audiences, primarily through digital channels. Which statement best describes how you are connecting with some of your normal activities? Base: Main sample (n=1040). Note: Calgary + Edmonton include supplemental sample
How comfortable are Albertans?
Albertans don’t appear ready for experiences with large groups. % Comfort level – Interacting with Others 16% 14% 14% 11% 11% 11% 10% 6% 4% 3% 1 2 3 4 5 6 7 8 9 10 Entirely comfortable Feel comfortable Feel comfortable with large groups isolating mainly with own of people in close with myself or social groups proximity immediate family only Q18. As Albertans start to re-connect with the community, everyone has a different comfort level in terms of interacting with others. Based on how you feel today, how comfortable are you with reintegrating or re-connecting with your community? Base: Main sample (n=1040).
And while feelings are mixed, there remains a high level of worry permeating perceptions and anticipated behaviours % Current State of Mind Not sure 10% Higher among Calgarians (44%) Worried Indifferent 37% 22% Optimistic Higher among 31% 55+ (37%) Q22. Given everything that is happening in Alberta, which of the following best describes how you are feeling today? Base: Main sample (n=1040). Note: Calgary + Edmonton include supplemental sample
Perceptions demonstrate the complexity of the issues facing Albertans and organizations serving them % Agreement % Agree No matter what happens, things are not going to be the 24% 52% 16% 8% 76% same 68% Calgary I’m wary about interacting with people I don’t know 21% 41% 25% 13% 62% I would be fine wearing a face 13% 38% 30% 19% 51% 56% Calgary mask if it meant I could return to my regular activities 28% 21% 29% 22% 49% Energy prices are a more serious problem than COVID-19 24% 19% 24% 33% I think COVID-19 has been blown out of proportion 43% I will feel safer in public than ever before once restrictions 3% 31% 52% 14% 34% are lifted and new safety protocols are implemented Completely agree Agree Disagree Completely disagree Q20. Now that restrictions are starting to lift, we want to ask your opinion about the next couple months. Please indicate your level of agreement with the following statements. Base: Main sample (n=1040). 46
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