Critical Research Now Underway for Arts & Cultural Leaders in Alberta


Organizations in the arts, culture, sports, recreation, tourism, and hospitality sectors, all whom rely on live group experiences, are grappling with a new reality.


Uncertainty is the only thing that is certain right now and organizations need to be prepared for a change in audience behaviour. The question is, what that will look like? Arts organizations are in the business of bringing people together, and doing this post-COVID-19 will require hard facts about how people are going to feel as restrictions are slowly lifted and new economic realities set in. This information is crucial to help make decisions about the viability of future events, and strategies for bringing people back with confidence. The Rozsa Foundation is pleased to be collaborating with several community partners across Alberta in engaging Stone-Olafson to conduct a longitudinal study of Alberta audiences to deliver reliable and relevant data about how Albertans are reacting to what’s happening around us. The goal of this work is to give arts and community leaders the facts they need to get back to work, and to support their efforts to bring life back to our communities.

Building a relevant resource to support recovery


This is an open study and will address key questions like:

  • How audience behaviours will change because of the current events?

  • How will audiences want to engage & stay connected in the midst of restrictions?

  • What future expectations do audiences have about live events, activities & experiences?

  • What do Albertans need to see, hear, feel, and know to feel comfortable re-engaging?

This work is being designed specifically to be relevant and useful for leaders of experience organizations. The work will:

  • focus on the 'experience economy,' and give facts and insights relevant to our unique sector;

  • sample Albertans, giving a depth of understanding of Albertan audiences specifically, with a focus on Calgary and Edmonton communities;

  • feature six waves of research that will continually track the changing situation, recovery plans, and shifting attitudes of audiences and the general public over time;

  • present the data outcomes in ways that can be actionable and fuel recovery.

Best of all, this is a community resource. Any organization that signs up will receive free access to the detailed reports and invitations to participation in information sharing workshops, presentations, and discussions about the data.

The first wave of research will be launching in late-May with results reading for subscribers in June.


Visit www.stone-olafson.com/thenewexperienceeconomy for more information and sign up to subscribe.

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