We do find that people want to continue to have masking and social distancing. These are key for people's comfort level. But a large percentage still want to see a lower case count of COVID. That will determine when they feel comfortable returning.
In terms of being able to start that messaging around the safety of these venues, I think there are a couple of things to keep in mind. One, the arts community knows their own audience. If there are funds to be dedicated to marketing and PR efforts, I think it should be an industry-led approach so that those funds can be allocated and targeted at niche audiences.
There is also an existing annual national public engagement and awareness campaign about the value of arts and culture, called Culture Days, which could also receive more resources and support for a more blanket Canada-wide approach.
The third point is that I think it's really crucial to keep in mind that most Canadians really trust our public health officials. Hearing them talk about the safety of arts and culture venues would have a big impression. As well, if there was an emphasis on the value to our well-being, to both our physical and mental health, from public health officials, that would carry a lot of influence.