Morning Consult has been polling Americans every two weeks on their comfort levels of engaging in different out-of-home leisure activities. For every activity tracked, the comfort level was on an upswing into the second week in June, after which it has been on a steady decline. Their polls saw a drop in comfort level for every activity and across multiple demographics. Even going out to eat at a restaurant, which has consistently shown the highest comfort level, has dropped 5 percentage points to just slightly more than one-third (36%) of people feeling comfortable doing it right now. Here’s a sample of some of the public activities and their respective comfort levels since the end of April through the middle of July.
The poll results show that this increased caution to visit public activities is true for all types of out-of-home leisure, entertainment and cultural venues, which include location-based entertainment (LBE), family entertainment centers (FECs) and amusement parks.
Results also showed that 2 in 5 adults said they won’t feel safe going to an amusement park, the movies, a concert or a museum until at least 2021.
Polls by Sense360 have found a rising fear in response to the recent surge in Covid-29 infections. In their June 12-18 poll, 31% of adults said the coronavirus is an even bigger threat than people realize. The percentage has been rising since. In their July 10-15 poll, it was 5 percentage points higher at 36% of people now saying it is an even bigger threat than people realize. Their poll also found 4 out of 10 people (42%) not expecting a return to “normal” daily activity for longer than six months.
Covid-19 has also caused nearly half of people (48%) to cancel vacation plans as of the end of June.
Until the threat of coronavirus infections is seriously reduced, and probably not until there is a vaccine and we achieve herd immunity, can we expect a significant financial recovery back to 2019 levels of revenue for any type of location-based leisure, entertainment or cultural business.