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In last month's issue (www.whitehutchinson.com/ news/ lenews/ 2022/ february/ article103.shtml#article) , we discussed how people seek new and unique out-of-home entertainment experiences, resulting in a decline in repeat appeal and an increase in people making first-time visits to new location-based leisure venues. We now have some data on this trend with cultural organizations courtesy of Colleen Dilenschneider's enewsletter (www.colleendilen.com/ 2022/ 02/ 16/ cultural-organizations-are-more-welcoming-so-are-first-time-visits-up-data/ ) from IMPACTS Experience, which monitors audience behaviors in exhibit and performance-based cultural venues in the U.S.
Their data shows a significant increase in first-time visitors, persons who visited for the first time or have not visited a particular cultural organization within the past three years. Pre-pandemic, 9.2% of attendance in 2019 was from first-time visitors. In 2020, it jumped to 14.6%. In 2021, it was 11.7%, one-fourth higher than it was in 2019.
When first time visits increase as a share of all visits, that means repeat visits decline.
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